Chanelle Dzwowa
Senior PPC Account Executive at Kinesso
Chanelle Dzwowa is a Senior PPC Account Executive at Kinesso and a contributor to PPC Live. Her writing connects technical campaign work with practical advertising judgement, covering dashboards, scripts, Excel and the review of AI-generated recommendations. She reports on practitioner events and explores the different roles of brand and generic search campaigns, helping advertisers connect day-to-day execution with business objectives.
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Give brand and generic search different jobs
Chanelle Dzwowa explains why brand and generic search can look very different while both contributing to a marketing plan. Brand campaigns tend to capture existing intent, whereas generic activity can introduce a business to people who do not yet know it. Her article challenges teams to define those jobs before comparing cost per acquisition. Read it when a budget discussion treats the cheapest campaign as the only useful one, and consider what evidence would demonstrate additional customers rather than simply more attributed conversions.
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Contribution ranking & points 10 pts
Contribution points
10 contribution points · 1 credited works · #107 in the Lifetime contribution ranking.
Uncapped points calculated from published source credits. Expertise is not assessed for this editorial profile. These are separate from registered members’ verified scores, lifetime achievement points and levels.
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