About Ed Goss

Search Marketing expert, Managing Director and owner of Ten Thousand Foot View.

Should You Switch to Broad Match Keywords?

For some time now, Google has been recommending that most advertisers switch their accounts to 100% broad match keywords. In this post, I'll explore why they are doing that and whether or not you should drink this particular Kool-Aid. How did we get here? Google has a long-term plan for their Google Ads users. While I don't have inside information it's obvious to me that Google wants to exert more control over campaigns. Importantly, the reasons for this aren't entirely [...]

By |2022-11-21T09:57:31-05:00November 21st, 2022|Categories: Google Ads|0 Comments

Is Performance-Max Only Good for Google?

Google's new Performance-Max (P-Max) campaign type has been seeing amazing adoption over the past few months. With most advertisers experiencing excellent performance numbers, it's no wonder that P-Max spending is going up and search spending is going down. But this introduces a number of problems for advertisers and the entire industry built around Google Ads. In this article I'm going to explore the many ways this is great news for Google and bad news for everybody that's not Google. In [...]

By |2022-10-17T11:43:35-05:00October 17th, 2022|Categories: Google Ads|0 Comments

The Definitive Guide to Optimizing RSAs

The demise of Expanded Text Ads (ETAs) has left many Google Ads advertisers confused and perplexed. You can go in several directions with Responsive Search Ads (RSAs). First, if you haven't yet set up RSAs you should get that done ASAP. Here's a free RSA migration script from Optmyzr that generates a new ad for every ad group by importing ad copies from your existing ETAs. You should, of course, add more headlines and descriptions but we'll get to that [...]

By |2022-09-20T07:47:13-05:00September 20th, 2022|Categories: Google Ads|0 Comments

5 Ways to Evaluate Your PPC Agency

Beyond looking at overall campaign performance, how can you tell whether your PPC agency is doing a good job? That can be a difficult question to answer. In this article, I'm going to provide you with 5 ways to assess your PPC agency. This applies to small and large agencies as well as freelancers. 1. Transparency In order to assess your agency's performance, you must be able to see what's going on. This starts with transparency. Don't ever work with [...]

By |2022-09-09T07:43:39-05:00August 19th, 2022|Categories: PPC|0 Comments

12 Easy Ways to Scale Google Ads

Congratulations, you have a well-performing Google Ads search campaign up and running. What comes next is typically a scaling phase, where you try to boost conversion volume or value while controlling your CPA or ROAS figure. In this article, I'll go through a myriad of ways you can potentially scale Google Ads while not killing your margins. Before You Start Before scaling you should first ensure you're using non-last-click attribution. Ideally, you should set your attribution model to data-driven, which [...]

By |2022-09-09T07:43:41-05:00July 18th, 2022|Categories: Google Ads|0 Comments

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