There is mounting evidence that Google will be sunsetting keyword targeting in the foreseeable future. Do I think that'll happen within the next year, certainly not. Do I think in 3-years from now we won't be targeting keywords at all, you betcha. In this article, I'll explore the motivations for this fundamental change and the evidence that this is going to happen. Note: This article was updated on April 12th, 2022 Why Does Google Want To Get Rid of Keywords? [...]

Automated bidding continues to improve at breakneck speed. If you haven't already implemented it you had better do so sooner rather than later. Once you do, you're going to eliminate all that work to manage individual keyword bids and bid adjustments for devices, locations, ad schedules, audiences, demographics, and more. Besides watching Seinfeld's 'The Opposite' episode for the 72nd time, you should spend some of that free time on creative strategy and ad optimization. Okay, let's get real, you should [...]