As an agency owner, I hear stories about Google campaigns "randomly" tanking all the time. And while this can and does happen, there's a discoverable root cause in 95%+ of cases. So what's really going on, why does this happen, and how can you prevent it in the future? In this article, I'll explore Google Ads "death spirals," why they happen and how to steer clear. Before I go into specific problems I'm going to discuss how death spirals emerged [...]

Google Ads remarketing has been a key part of the funnel for many years. Whether using GDN, RLSAs, YouTube or Discovery, most advertisers generate a nice volume of incremental conversions. But recently I've noticed a pretty significant change happening. Some of these changes resulted from external forces such as what third parties are up to or Google having to address consumer privacy concerns. Some of these changes are just decisions Google is making internally. So what's up with Remarketing lately [...]

In this continuing series for specific industries, I'm covering Google Ads for Home Buyers in this article. For clarity, home buyers are often referred to as "house flippers" and most are in the business of buying homes, fixing them up, and selling them for a profit. However, that's not the only business model for home buyers as I'll describe later on. We work with several clients in this niche and have been running home-buying campaigns for over 8-years. DISCLOSURE: Some [...]

If you haven't been asked to verify your Google Ads account yet you probably will be very shortly. The Google Advertiser Verification Program was slow-tracked over the past couple of years. But starting in April we've seen a big uptick in the number of clients Google has sent notices for. In this article I'll explain what the program entails, how to verify, and the key benefits and drawbacks of being verified. I'll also discuss how you can use the program [...]