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
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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
How To Navigate Google Optimize – A Free Website Optimization Tool
We all know that PPC campaigns that drive traffic to a website are useless if the landing page is ineffective. That’s why conversion rate optimization (CRO) and a wide selection of CRO platforms exist. Google Optimize is similar to other CRO platforms such as VWO or Optimizely and serves the same purpose; to facilitate landing page testing in order to increase conversion … [Read more...] about How To Navigate Google Optimize – A Free Website Optimization Tool
When Should You Use Google’s Conversion Action Sets?
When a customer completes an action on your website that you’ve identified as valuable, you call it a conversion. Conversions could be phone calls, content downloads, form fills, transactions, etc. Within Google Ads, you have the ability to create as many “conversions” as you deem necessary for your business. But how do you align each conversion type with its respective … [Read more...] about When Should You Use Google’s Conversion Action Sets?
Preventing and Navigating Google Merchant Center Suspensions
Receiving an email from Google alerting you that your Merchant Center has been suspended is a worst-case scenario for any advertiser utilizing shopping campaigns to promote and sell their products. All campaigns immediately cease delivering and will remain in this state until the Merchant Center is reinstated. Navigating Merchant Center suspensions can be confusing and … [Read more...] about Preventing and Navigating Google Merchant Center Suspensions
Tracking Your Free Google Shopping Ads
(inspired by Curtis K) The idea, “Track Surfaces across Google: Clicks.” Utilizing Google Merchant Center for this information leaves us in the blind. Two things: I personally do not like being in the blind with digital advertising. I like being able to track what I am doing. Yes, it’s micromanagement, and Sam I do not like … [Read more...] about Tracking Your Free Google Shopping Ads
Adjust Your Small Business Strategy With Google Analytics
Do you work with/for a small business that’s struggling with low-funnel ads? Look no further! Use Google Analytics to redefine your goals to make data-driven, informed decisions. One of my former clients sold exclusive, high-end items. Their business model was incredibly unique as their online shop was only open a few times a year. During times they weren’t open, they built … [Read more...] about Adjust Your Small Business Strategy With Google Analytics
Google Unpaid Shopping Traffic – Early Results
What are free product listings on Google? Google Ads announced last month that unpaid shopping product listings would begin rolling out, featuring non-ad based product listings on Google’s Search and Shopping SERPs. With this update, paid product listings will continue to be served at the top and bottom of Search and Shopping results pages, but unpaid listings … [Read more...] about Google Unpaid Shopping Traffic – Early Results
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
How To Set Up A Macro In Google Sheets
To Google Sheets! The cloud-based cause of, and solution to, all my work-related problems. It’s time again to bask in the glory of the macro. In my last post, How Excel Macros Save Digital Marketers Time, we discussed the various purposes and implementation methods of macros in Excel. In this post, we’ll be talking about the macro’s cooler, more modern brother, the Google … [Read more...] about How To Set Up A Macro In Google Sheets
Audit Google Display Placements Like a Boss
Auditing your display campaign is something that when I started out in the PPC world, I had no idea why or what to do. “It’s getting tons of impressions! Why stop the campaign from doing it’s thing? Don't we want to get our brand out there?” Now I’m a seasoned newbie and understand the importance of being diligent on display campaigns and that auditing is my very best friend in … [Read more...] about Audit Google Display Placements Like a Boss
