--- title: "Articles by Melissa Wratt | Clean Digital" description: "Articles by Melissa Wratt on PPC, paid media and digital advertising." canonical: "https://cleandigital.co.uk/blog/authors/melissa-wratt" image: "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/mel_final.png" content_signal: "ai-train=no, search=yes, ai-input=yes" --- [PPC and paid media insights](https://cleandigital.co.uk/blog) Contributor # Melissa Wratt ## Articles by Melissa Wratt 10 articles 16 Apr 2026 Paid search 7 minute read ## [CTR Is Not Dead. It's Just Changed Its Outfit.](https://cleandigital.co.uk/blog/ctr-is-not-dead-its-just-changed-its-outfit) Let me set a scene for you. It's a Tuesday. Someone in a marketing meeting waves their hand and says "Oh, CTR? We don't really look at that [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) [Read article](https://cleandigital.co.uk/blog/ctr-is-not-dead-its-just-changed-its-outfit) 2 Dec 2025 Paid search 4 minute read ## [Are micro conversions the most underused advantage in PPC??](https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc) Realistically? That’s not how people behave anymore. They take their time. They explore. They do a handful of small actions before ever filling out a form or [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) [Read article](https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc) 6 Nov 2025 Paid social 4 minute read ## [B2B Marketing: Why LinkedIn Is The Place To B2B for Lead Gen](https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be) When it comes to B2B marketing, at Clean Digital, we have seen it time and time again across our clients - from SaaS and professional services to [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) [Read article](https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be) 28 Oct 2025 4 minute read ## [Content-Specific Paid Media Strategy: Making Content Work Harder](https://cleandigital.co.uk/blog/content-specific-paid-media-strategy-making-content-work-harder) The truth? They work best together. When content and paid campaigns are aligned, you get a strategy that not only reaches the right people but nurtures [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) [Read article](https://cleandigital.co.uk/blog/content-specific-paid-media-strategy-making-content-work-harder) 22 Sept 2025 Programmatic 3 minute read ## [Programmatic Advertising: When It’s the Right Fit](https://cleandigital.co.uk/blog/programmatic-advertising-when-its-the-right-fit) But sometimes, brands want to go beyond the usual suspects and that’s where programmatic advertising comes in.  At Clean Digital, we run [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) [Read article](https://cleandigital.co.uk/blog/programmatic-advertising-when-its-the-right-fit) 20 Jun 2025 3 minute read ## [Thinking About AI Max for Search? Start Here First.](https://cleandigital.co.uk/blog/ai-max-for-search) Search is changing fast. Enter: AI Max for Search. Google’s latest Search upgrade is designed to meet this new behaviour head-on. It brings smarter [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) [Read article](https://cleandigital.co.uk/blog/ai-max-for-search) 28 Aug 2024 Paid search 3 minute read ## [CSS: All You Need to Know About Comparison Shopping Services](https://cleandigital.co.uk/blog/comparison-shopping-services-css-what-you-need-to-know) Comparison Shopping Services (CSS) are becoming increasingly significant in the world of PPC marketing. But what exactly is a CSS and why is it a game-changer? [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) [Read article](https://cleandigital.co.uk/blog/comparison-shopping-services-css-what-you-need-to-know) 28 May 2024 Paid search 2 minute read ## [Using Portfolio Bids To Set CPC Bid Limits](https://cleandigital.co.uk/blog/portfolio-bidding-to-set-cpc-bid-limits) Are you using Smart Bidding and seeing CPC peaks that are making you nervous? If that's the case, there is a little trick you pull out of your sleeve to [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) [Read article](https://cleandigital.co.uk/blog/portfolio-bidding-to-set-cpc-bid-limits) 20 Apr 2023 Data and measurement 3 minute read ## [From UA to GA4: Important Changes You Should Know About](https://cleandigital.co.uk/blog/ga4-changes-you-should-know-about) Have you been wondering what is changing with Google Analytics 4 (GA4) compared to Universal Analytics (UA)? Well, you are not alone, you little Socrates. [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) [Read article](https://cleandigital.co.uk/blog/ga4-changes-you-should-know-about) 22 Feb 2023 3 minute read ## [From Browsers to Buyers: 4 Tips to Improve Your Website's Conversion Rate](https://cleandigital.co.uk/blog/from-browsers-to-buyers-how-to-improve-your-websites-conversion-rate) To summarise this blog with an overused metaphor: You can lead a horse customer to water your website but you cannot make them drink buy. Still here? [Melissa Wratt](https://cleandigital.co.uk/blog/authors/melissa-wratt) [Read article](https://cleandigital.co.uk/blog/from-browsers-to-buyers-how-to-improve-your-websites-conversion-rate) ```json [ { "@context": "https://schema.org", "@type": "Person", "@id": "https://cleandigital.co.uk/blog/authors/melissa-wratt#person", "name": "Melissa Wratt", "url": "https://cleandigital.co.uk/blog/authors/melissa-wratt", "description": "Articles by Melissa Wratt on PPC, paid media and digital advertising.", "image": "https://dropinblog.net/cdn-cgi/image/fit=scale-down,width=600/34249716/authors/mel_final.png", "mainEntityOfPage": "https://cleandigital.co.uk/blog/authors/melissa-wratt" }, { "@context": "https://schema.org", "@type": "CollectionPage", "name": "Articles by Melissa Wratt", "url": "https://cleandigital.co.uk/blog/authors/melissa-wratt", "mainEntity": { "@type": "ItemList", "itemListElement": [ { "@type": "ListItem", "position": 1, "url": "https://cleandigital.co.uk/blog/ctr-is-not-dead-its-just-changed-its-outfit", "name": "CTR Is Not Dead. It's Just Changed Its Outfit." }, { "@type": "ListItem", "position": 2, "url": "https://cleandigital.co.uk/blog/are-micro-conversions-the-most-underused-advantage-in-ppc", "name": "Are micro conversions the most underused advantage in PPC??" }, { "@type": "ListItem", "position": 3, "url": "https://cleandigital.co.uk/blog/b2b-marketing-why-linkedin-is-the-place-to-be", "name": "B2B Marketing: Why LinkedIn Is The Place To B2B for Lead Gen" }, { "@type": "ListItem", "position": 4, "url": "https://cleandigital.co.uk/blog/content-specific-paid-media-strategy-making-content-work-harder", "name": "Content-Specific Paid Media Strategy: Making Content Work Harder" }, { "@type": "ListItem", "position": 5, "url": "https://cleandigital.co.uk/blog/programmatic-advertising-when-its-the-right-fit", "name": "Programmatic Advertising: When It’s the Right Fit" }, { "@type": "ListItem", "position": 6, "url": "https://cleandigital.co.uk/blog/ai-max-for-search", "name": "Thinking About AI Max for Search? Start Here First." }, { "@type": "ListItem", "position": 7, "url": "https://cleandigital.co.uk/blog/comparison-shopping-services-css-what-you-need-to-know", "name": "CSS: All You Need to Know About Comparison Shopping Services" }, { "@type": "ListItem", "position": 8, "url": "https://cleandigital.co.uk/blog/portfolio-bidding-to-set-cpc-bid-limits", "name": "Using Portfolio Bids To Set CPC Bid Limits" }, { "@type": "ListItem", "position": 9, "url": "https://cleandigital.co.uk/blog/ga4-changes-you-should-know-about", "name": "From UA to GA4: Important Changes You Should Know About" }, { "@type": "ListItem", "position": 10, "url": "https://cleandigital.co.uk/blog/from-browsers-to-buyers-how-to-improve-your-websites-conversion-rate", "name": "From Browsers to Buyers: 4 Tips to Improve Your Website's Conversion Rate" } ] } } ] ```