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 to explore the many ways this is great news for Google and bad news for everybody that's not Google. In [...]

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 ad copies from your existing ETAs. You should, of course, add more headlines and descriptions but we'll get to that [...]

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 Before scaling you should first ensure you're using non-last-click attribution. Ideally, you should set your attribution model to data-driven, which [...]

Google's Performance Max campaigns are here! In this article, I'm going to discuss what Performance Max is, how it works, when you should use it, and how to set it up and optimize it for success. Note: This article was updated on January 22nd, 2024 What is Performance Max? Performance Max is a campaign format that incorporates all of Google's ad inventory in one: Google Shopping, Google Search, Google Display Network (GDN), Google Discover (Newsfeed), YouTube, Gmail, and Maps. The [...]

Whether you DIY for your small business, head PPC for a Fortune 500, or manage 25 client accounts at your agency, Google Ads scripts can be a big help. In this article, I'm going to provide you with what I believe are the most useful Google Ads scripts. Selecting the best scripts wasn't easy and was mostly based on where I see the biggest potential time savings and/or opportunity to increase campaign performance. I'll explain why I believe each script [...]