A few years back, Google introduced non-last-click attribution models. Effectively, this meant we could optionally track conversions across visitors' multiple sessions. The new list of attribution model options included: last click (pre-existing) first click linear time decay position-based data-driven (only available to high conversion volume accounts) This immediately led to confusion, inconsistent tracking strategies, and problems with delayed conversion reporting. Over time, Google relaxed the qualifications for data-driven attribution, made it the default option, and started "upgrading" Google Ads automatically... [...]

In this continuing series for specific industries, I'm covering Google Ads for SaaS (Software as a Service) in this article. SaaS for this article includes any web-based software or web "app" offered on a pay-as-you-go pricing model. Note that this doesn't include mobile apps, typically advertised using specialized app campaigns like Google's UAC (Universal App Campaign) through various app stores. I'll touch on these in this post, but write a separate article to cover that in more detail. We work [...]

As an agency owner, I hear stories about Google campaigns "randomly" tanking all the time. And while this can and does happen, there's a discoverable root cause in 95%+ of cases. So what's really going on, why does this happen, and how can you prevent it in the future? In this article, I'll explore Google Ads "death spirals," why they happen and how to steer clear. Before I go into specific problems I'm going to discuss how death spirals emerged [...]

Google Ads remarketing has been a key part of the funnel for many years. Whether using GDN, RLSAs, YouTube or Discovery, most advertisers generate a nice volume of incremental conversions. But recently I've noticed a pretty significant change happening. Some of these changes resulted from external forces such as what third parties are up to or Google having to address consumer privacy concerns. Some of these changes are just decisions Google is making internally. So what's up with Remarketing lately [...]