About Ed Goss

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

Major Google Ads Changes For Q4-2019. Now What?

Google is in the process of making a number of major changes to its platform. Ignoring the changes is not an option for most advertisers, as these will affect campaign performance if you don't attend to them. Same-Meaning Close Variants Google has progressively broadened the scope and keywords and what search queries can trigger them. This included making "close variants" mandatory back in 2014 and adding "word-order" matches in 2017. Last fall you'd think the sky was falling when Google [...]

By |2019-09-03T07:30:34-05:00September 3rd, 2019|Categories: Google Ads|0 Comments

The Right Google Bidding Strategy For You

Google offers an ever-growing list of bidding strategies. Unless you're a seasoned pro it can be difficult to understand why or where you should use one over the other. All things being equal, don't we all want to "maximize our conversions?" The answer is, not exactly. In today's article, I'll run through all available (and one upcoming) bidding strategy, explain how they work, and when you should consider it for your campaign. Manual CPC Bidding Just as it sounds, manual [...]

By |2019-08-20T08:22:51-05:00August 20th, 2019|Categories: Google Ads|1 Comment

Top-Down Vs. Bottom-Up Google Ads Campaign Strategy

When you launch a new Google Ads campaign you invariably need to choose an aggressive or conservative strategy. Which option is best? An aggressive approach, which we'll call "top-down" gets its name from the top-line of a P&L (Profit & Loss) or Income statement. Wherein the top line is revenue, this approach is aimed at driving high conversion volume. As such, there isn't much concern for the profit margin. A conservative approach, which we'll call "bottom-up" gets its name from the [...]

By |2019-06-25T06:19:56-05:00June 25th, 2019|Categories: Google Ads, Tips|0 Comments

Best Google Ads New Features From Marketing Live 2019

Google just completed its annual Marketing Live event for 2019. Each year they announce a swath of new Google Ads (and other ad products) features that are upcoming or launching immediately. This year the unstated theme seemed to be adding more inventory and placements. Shortly, advertisers will be getting access to: Discovery Ads - large format mixed content ads that will appear in Google News Feeds Gallery Ads - large format mixed content ad that will appear at the top [...]

By |2019-05-28T07:55:12-05:00May 28th, 2019|Categories: Google Ads|0 Comments

How To Use The Google Ads Budget Planner

Google is rolling out a new budget planner tool for Google Ads. So far only a handful of our client accounts have access but it's only a matter of time before it's broadly available. If/once you have access, the tool will appear in the Tools menu under planning. What does the budget planner do? Essentially, the budget planner projects clicks or conversions for one or more existing campaigns based on different ad spends. You can set a target and Google [...]

By |2019-04-22T09:21:04-05:00April 22nd, 2019|Categories: Google Ads, Tools|0 Comments

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