Discovery Ads were announced way back in May 2019, and have just been launched for all advertisers. We've been working with Discovery in closed-beta and open-beta for the past 6-months. In this article, I'm going to walk you through how to create and optimize your own Discovery Ads campaign. What are Discovery Ads? To understand Discovery Ads you must first understand Google's display inventory. Google has offered display ads for many years. For the most part, these ran on publisher [...]

It's no secret Google would like you to spend more money on display ads. To accomplish this, Google now offers a Pay For Conversions (PFC) bidding option for qualified advertisers. This feature has been available for a while, but most advertisers still don't know it exists. Given the state of the world right now, this is the perfect time to run a no-risk Pay For Conversions display campaign. The main qualifications for PFC are to: a) have at least 100 [...]

You've got your feed into Google Merchant Center, have all your products approved and are running a profitable shopping campaign. Life is good. But whether you're running Smart Shopping, standard campaigns with ROAS bidding, or a series of level-of-intent campaigns with manual bids, you could always be doing better. In this article, I'm going to show you how to supercharge Google Merchant Center to improve performance and simplify management. Optimize Your Product Titles You don't need third party feed management [...]

When your Google Shopping campaign isn't cutting the mustard it's time to try something new. If you've tried Smart Shopping or ROAS bidding and you just can't make the numbers work, this post is for you. Or if you still simply don't trust Google's automating bidding, this post is for you. If you're just getting starting with shopping ads, this post probably isn't for you, at least not yet. Today I'm going to go over 5 popular advanced shopping strategies [...]

For many B2Bs there's a fairly clear path to building an effective paid search keyword strategy. CRM software, payroll services, and ad agencies are all pretty easy to figure out. But when you're a B2B that sells products that consumers also use, things can get tricky. Great examples of this are Industrial HVAC companies, professional electronics stores, and office movers. Sure, you can simply include qualifier keywords like corporate or business but that could greatly curtail your reach and ability [...]