After 20 years of doing paid media, I still find it hard. I saw a post recently that said, "I don't understand why people think Google Ads is so hard." Really? If you think it’s easy, are you looking at the big picture? Sure, Google Ads is easy if you …Read More
The $400,000 "savings" that cost millions. Can we talk about humans for a minute? In all the excitement about automation and AI, companies are forgetting about the people who actually know how to make it work. The strategic humans who understand not just how to push buttons, but how …Read More
They take time. But they're a growth gold mine. I'm hearing it constantly: "Google Ads doesn't work anymore." I say: Google Ads works. Your strategy doesn't. If your entire Google Ads strategy consists of targeting brand and non-brand keywords, you're limiting growth. And if you've seen a decline in keywords …Read More
Over the past two weeks, I've been sharing the three biggest issues I found in high-stakes audits for B2B companies spending six and seven figures on ads. First, I talked about overreliance on Google reps. Then, I covered obsessing over keywords instead of customers. Today, I'm sharing the final …Read More
Google rolled out AI Mode in Search in May—and it’s already clear this isn’t just another update. Many experts predict AI Mode could soon replace traditional search as the default interface. Naturally, B2B advertisers are wondering what this means for their Google Ads strategy. At the same time, …Read More
Today, more than ever, marketing pros are caught between two opposing forces: the ideal and the reality. The ideal: Balancing advertising campaigns that focus on long-term value and short-term wins for sustainable success over the long haul. The reality: Focusing only on short-term wins due to business pressure. C-suite …Read More
Advertising with Google Ads in multiple countries may sound straightforward. After all, if you already have a Google Ads program in place for one country, how hard could it be to extend that program to other countries? It’s not as easy as you might think. And it can quickly …Read More
Do competitor ads impression on Google when you search for your own branded terms? If they do, your competitors are bidding on your branded terms in Google Ads. They do this even though they’re probably paying more per click (relative to their own brand name) and getting lower quality …Read More
Launching a new product or service is an exciting endeavour. You're proud of your creation and can’t wait to share it with the world. But gaining traction for your product via Google Ads isn’t always easy. If no one knows the name of this new product, what it is, …Read More
Some clients have a solid line of sight on how they measure the success of their Google Ads program. They have one well-defined goal in mind and measure everything against that goal. Most often, that one goal is to get more leads. But that’s not always the case. Sometimes, the …Read More
Product-focused, keyword-only campaigns are a common type of Google Ads campaign to implement. So, if you sell vintage T-shirts for women, you might set up standalone keyword campaigns based on the keyword “vintage T-shirts women.” And for many B2C retailers, this approach works well. But for others, product-based, keyword-focused campaigns …Read More
AI is impacting every aspect of Google, including SEO and Google Search advertising. In a recent article in Search Engine Land, Anna Crowe masterfully discussed the impact of generative AI on SEO. It’s a great article, and I encourage you to read it if you haven’t already. I want to …Read More
