Bid automation is one of the top debated topics in the digital marketing industry. It’s not a matter of why you should be using automation, but how you are using it to achieve your goals and amplify growth efforts. Over the last few years, Google has recommended that advertisers move to automated bidding strategies to “take the heavy lifting and guesswork out of setting bids to … [Read more...] about Why You Need To Be Using Google Ads Bid Automation
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Google Ads Remarketing Step-By-Step
Remarketing in Google Ads consists of static images, animated images, video, responsive ads, and text ads that are placed on the Google Display and Google Search Network. What makes remarketing different from standard Display and Search advertising is the targeting. Remarketing consists of using a special tracking code to place cookies on the browsers of people visiting your … [Read more...] about Google Ads Remarketing Step-By-Step
Tracking Experiments Across Multiple Google Ads Accounts [Case Study]
Testing new ideas is a core component of digital marketing strategy - in fact, our agency believes it is the core component. Experimentation, whether it be ad copy, a landing page, a bid strategy, or new campaign type, allows each advertiser to hone in on the most effective tactics for them, and iterate on successes without risking huge downsides. That test and learn … [Read more...] about Tracking Experiments Across Multiple Google Ads Accounts [Case Study]
How to Find Missing Search Terms for Google Ads
Google Ads reduced visibility for search terms in September. Most advertisers are reporting a 20% drop in the number of search terms being reported. There are two workarounds to this, and if you have auto-tagging enabled in your Google Ads account, you can find the missing search terms in Google Analytics. Here's how: Using vLookup to compare queries in Google Ads vs. … [Read more...] about How to Find Missing Search Terms for Google Ads
How Will Google Ads Limiting Search Terms Affect Account Managers?
Google Ads has started informing advertisers that they will begin limiting search term reports, due to privacy concerns. Google’s Statement: “In order to maintain our standards of privacy and strengthen our protections around user data, we have made changes to our Search Terms Report to only include terms that a significant number of users searched for. We’re … [Read more...] about How Will Google Ads Limiting Search Terms Affect Account Managers?
Why Google Ads and Google Analytics Convs. Don’t Align (And Why You Should Try The Attribution Beta)
Accurate conversion tracking and effective conversion attribution are two of the biggest challenges in paid search. After all, your optimization decisions are only as good as the data associated with your campaigns. Over the years, I’ve worked with many brands when their conversion tracking dropped off the website or was installed on all pages with over-reported conversions. … [Read more...] about Why Google Ads and Google Analytics Convs. Don’t Align (And Why You Should Try The Attribution Beta)
Why You Should Layer Affinity Audiences on your Google Ads Search Campaigns
By now, I would hope you’re making ample use of Google’s curated lists across paid search, Display, & YouTube. If not, I recommend reading why it’s important to be taking full advantage of layering audiences on search campaigns. With the addition of affinity audiences to Google search campaigns, we now have the ability to continue to hone our top-of-funnel audiences and … [Read more...] about Why You Should Layer Affinity Audiences on your Google Ads Search Campaigns
Three Basic Categories of Google Ads Bidding
There are only two certain things in life: death and Google Ads updates. Google makes updates to its ads platform on a monthly basis and most of these are small changes or new features types to test out. However, every year or so Google loves to rock the boat with removing or adding a new bid strategy. Don’t worry, you haven’t missed any big news recently! However, given … [Read more...] about Three Basic Categories of Google Ads Bidding
The Guide To Google Ads’ Reach Planner
Google Ads Reach Planner is a powerful tool within the Google Ads UI that can predict total user reach, costs, and frequency based on a number of audiences and budgetary inputs. I have personally used the tool for projection presentations a number of times now and the media plans the reach planner outputs are well-received by clients. Generally, the projections are decently … [Read more...] about The Guide To Google Ads’ Reach Planner
When To Test Google Ads Portfolio Bidding
Automation is a feature that isn’t going away anytime soon and Google continues to offer additional features. Portfolio bidding has been around for a while, but it’s something I’ve just recently started experimenting with after having a lot of success with automation at the campaign level. In this post, I’ll break down portfolio bidding and 5 scenarios when I tested it. What … [Read more...] about When To Test Google Ads Portfolio Bidding
Google Ads Audience-Based Campaign Restructure Case Study
Google Ads keyword-based campaign structure is one of, if not, the most important aspects of driving paid performance in digital marketing at the highest levels of intent. With bad structure keywords compete against themselves, quality scores plummet, bidding and budgeting become erratic and less predictable, among many other cascading issues. Behind campaign structure (because … [Read more...] about Google Ads Audience-Based Campaign Restructure Case Study
How To View Google Ads Data In Google Analytics
Connecting Google Ads and Google Analytics accounts offer several benefits to digital marketers. Analytics is a truly powerful and robust platform that will allow you to gain additional insight into what your customers do on your website post-click. Google Ads is a pay-per-click model, and understanding the full picture of how your customers interact with your website is … [Read more...] about How To View Google Ads Data In Google Analytics
