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 [...]
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 [...]
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 [...]
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 [...]
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 [...]
Google Ads vs. SEO, What’s Best?
It's very often the case that a prospect approaches my agency for SEO (search engine optimization) and ends up with Google Ads, or vice versa. Unless you're a search marketing expert it can be difficult to choose what's best or when you should be running both. So, Google Ads vs. SEO, what's best? In this article, I'll run down the [...]