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Understand the unique dynamics of PPC campaigns for lead gen vs. ecommerce, plus how to combat lead fraud, monitor micro KPIs and more. One size certainly does not fit all in PPC advertising. The strategies that drive success in ecommerce often differ from those required for effective lead generation. Lead generation through PPC is more…
You can now opt into Google’s new video enhancements tool that uses AI to automatically generate multiple video formats. Google is allowing more advertisers to opt into new “video enhancements” for video ad campaigns. These aim to improve performance by automatically creating additional video formats from advertisers’ original assets. Why we care. With more video…
Learn to set up clean A/B tests using Google Ads’ ad variations feature and get ideas for high-impact tests to run. Iterative testing is crucial to ongoing success of any PPC campaign. As we inevitably entrust more of this testing process to ad platform AI, gaining insights into what worked becomes more complicated. For instance,…
Incorporate entities into your PPC strategy to expand keyword lists, optimize for quality scores and uncover new audience segments. While the concept of entities for SEO has been around since 2012, it hasn’t been a widely adopted in PPC. Entities are essentially unique people, places, things or concepts that provide context and relationships for keywords. …
The latest updates and best practices for Google responsive search ads, from single-headline ads to campaign-level assets. Responsive search ads (RSAs) are the bread and butter of Google Ads search campaigns. Launched in 2018 and originally a beta ad format, RSAs became the default ad format for search campaigns on June 30, 2022, when Google…
Google is limiting actions to billing, appeals, security settings and account navigation for suspended Google Ads accounts starting in June 2024. Google is rolling out restrictions for suspended Google Ads accounts, limiting the actions advertisers can take while their accounts are suspended. Restrictions will be implemented in June 2024. Why we care. The restrictions could…
Here’s how Google harms advertisers in 20 slides, according to the DOJ’s closing statement on search advertising. Google manipulated ad auctions and inflated costs to increase revenue, harming advertisers, the Department of Justice argued last week in the U.S. vs. Google antitrust trial. What follows is a summary and some slides from the DOJ’s closing…
Active keywords with no impressions in the past 13 months will be paused. If you re-enable them, they could be paused again after 3 months. Google Ads will automatically pause low-activity keywords, starting in June, according to an email sent to advertisers by the Google Ads team. What is low activity? Campaigns that were created…
Get more qualified leads from your Google Ads. Use anti-audience targeting to laser-focus your messaging on the right prospects. If you’ve ever tried using avatars or buyer personas to write a Google Ads headline, you know it can be frustrating and fruitless. You try to define your target market, only to be told, “Our audience…
New PMax features include Customer Value mode, customer retention goal, detailed demographics, budget pacing insights and more. Google Ads today introduced six new AI features for Performance Max campaigns. Why we care. You’ll want to explore these new PMax features to see whether they help you uncover new insights or improve campaign performance and ROI….