Blog
Building Effective Google Ads Audience Signals
Google's Performance-Max campaigns heralded a new way to target audiences. Rather than direct targeting, Google introduced audience "signals" which instead use aggregate targeting to identify your ideal users. The Google Ads audience signals targeting method is akin to Facebook's Lookalikes. But instead of matching to a single list of users, "signals" incorporates virtually all possible audience targeting methods. The main [...]
Google Ads for Medical Devices
This is the first in a series of articles I'll be writing about Google Ads strategies for specific industries. This post will be about Google Ads for medical devices and will apply to both B2B and B2C companies. This particular industry is dear to my heart. I spent most of my career working for several medical device startups here in [...]
5 Ways to Use ChatGPT for PPC
ChatGPT is all the rage right now, and for obvious reasons. It is one of the first general-purpose AIs that's reliable enough to use as an everyday tool. It's also not from one of the big tech companies (yet), which many people see as a bonus. Interestingly, Microsoft just announced they will be adding it to their search engine in [...]
Google Ads Recommendations You Shouldn’t Follow
Anybody that's been managing Google Ads for a while is familiar with the relentless "recommendations" tab and has had run-ins with overzealous Google reps. While the intentions are always good, the results can be disastrous. These "optimization" tools can be particularly harmful to folks that are new to PPC. So how do you decide what Google Ads Recommendations advice to take [...]
10 Biggest Google Ads Time Savers
If you're a PPC manager that's feeling a time crunch this post is for you. I'm going to highlight the 10 biggest Google Ads time savers. Implementing these will free you up to spend more time working on PPC strategy, other marketing tasks, or watching more "Cheers" reruns, it's entirely up to you. 1. Automate Reporting This is a no-brainer [...]
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 [...]