One sure fire way to boost the performance of your Google Ads campaigns is to strategically use keyword and creative qualifiers. What are Qualifiers? Qualifiers are words or short phrases that make your service or product more specific. For example, if you don't service consumers then including the word "business" in keywords or "for businesses" in ad or asset copy will help guide the right audience to your website. And at the same time will help keep the wrong audience [...]

In this continuing series for specific industries, I’m covering Google Ads for legal services. This includes lawyers and legal firms that offer a variety services for both businesses and consumers. As with the other niches I’m writing about, we work with quite a few legal services clients. DISCLOSURE: Some of the products mentioned in this post may contain affiliate links that at no additional cost to you, we may earn a small commission. Importantly, we only promote products that we [...]

It's no secret that Google wants you to turn on every single automated feature and targeting option they offer. Besides the obvious "Recommendations" and onslaught by Google reps, Google also uses more subtle tricks to get you to activate various ad "features." First, I'm not going to sit here and tell you that all automation and extended targeting options are bad. Far from it, each of these can be useful under certain circumstances. At my agency we use a wide [...]

Google has rolled out their new Performance-Max AI Generation Tools in Beta. In this article I'll review and rate the new features and let you know whether these are valuable editions to your creative toolbox. What are the new tools? Tools for creating headlines and descriptions build upon what Google was already doing with automatically generated ad copies. Instead of just suggesting ad copy from a list of seed types, Google now allows you to interact with the AI by [...]