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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" [...]
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 [...]
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, [...]
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 [...]
How To Use The Google Ads Performance Planner
Google rolled out their new budget planner tool for Google Ads in April 2019. Since that time they've enhanced the tool and renamed it (as they love to do) to Google Ads performance planner. The tool is now available to most advertisers and appears in the Tools menu under Planning. Note: This article was updated on August 19th, 2021 What [...]
Are Smart Shopping Campaigns the Cat’s Meow?
Originally published March 22nd, 2019, updated July 10th, 2019 As an agency with a bunch of e-commerce clients, we run a lot of Google Shopping campaigns. Not surprisingly we've been testing Smart Shopping for some time now. Based on our own experience and discussions with our peers, we have some insights to share. Smart Shopping is Quick and Easy to [...]