AI and Google Ads has been a hot topic for the last year or so. Because the topic has been discussed so much, some people are under the impression that the Google Ads platform is nothing but AI. You can flick a switch, and your Google Ads program …Read More
When we talk about Google Ads optimization, we usually talk about optimizations you can make within your Google Ads account. So, we cover topics such as what campaign types to test, what settings to use, how to segment audiences, and any other tips and strategies that will help …Read More
When working with a new client account recently, we discovered something that caused my heart to drop. We found a fake website that replicated my client’s website. The only real difference was the domain ended with “.cam” instead of “.com.” The scammers had even created Google ads to drive …Read More
When we work with new clients or audit the Google Ads accounts of prospective clients, we often find those accounts don’t have customer match lists, a.k.a. first-party data. As defined by Google, first-party data is “information you collect from your customers, site visitors, and app users during their …Read More
Many marketing leaders see Google advertising as a cost item rather than an investment in the business. This is especially true when Google Ads performance is sluggish. It’s only when their Google advertising leapfrogs in performance that they start to conceive of the value Google advertising can bring. Sadly, there’s …Read More
In past years (2015 and 2021 specifically), I’ve written about the myths that surround Google advertising. Surprisingly (and somewhat dishearteningly) many of these myths continue to circulate. In 2015, for example, I wrote about these five myths: You don't need ongoing Google Ads management Google Ads can save a dying business Google …Read More
If you’ve ever audited a Google Ads account, you know you’re likely to find a few obvious, and very correctable, issues—especially if you’re working from a checklist. Things like: Newer campaign types (such as PMax and Demand Gen campaigns) are missing important guardrails that could improve performance and …Read More
While my team usually works with enterprise B2B businesses these days, we still take on smaller clients occasionally. We enjoy these clients. Improvements can happen very quickly when the client is responsive, and it’s rewarding to see them succeed. Most of these clients started by managing their Google Ads …Read More
The world of digital advertising is filled with recommendations and “hot takes.” Some advertisers proclaim, “Broad match is terrible” while others say, “Broad match is amazing!” There’s little room for nuance. And every time I speak about the benefits of broad match, for example, I’m guaranteed to get some …Read More
Well-rounded B2B digital advertising programs include campaigns that are geared to demand generation, brand awareness, and lead capture. Understandably, most programs put the greatest emphasis on lead capture. But that doesn’t mean B2B advertisers can ignore the foundational work they need to do to get to the lead capture …Read More
Nothing is more frustrating (or scary!) than seeing a well-performing Google Ads account suddenly take a nose dive or experience a consistent decline in performance over time. When it happens, you’re highly motivated to find the cause—and reverse the decline as quickly as possible. This isn’t a new topic! …Read More
As PPC pros, we’re trained to look for new ways to optimize our PPC programs. But in this quest, our natural bias is to focus on the big stuff, like revamping account structures or updating landing pages. These projects can make a real difference in performance but take time to …Read More
