Five steps you should take before using broad match keywords

April 30, 2024 Brad General, Keywords, PPC management

Google has once again ramped up its push for advertisers to use broad match across their accounts, regardless of the circumstances. While broad match operates differently from other match types, these differences aren’t always beneficial. There are five steps we’d recommend to make sure the switch works for you, starting with understanding how broad match […]

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Learn the intricacies of Target vs Max CPA and ROAS bidding [Video]

January 18, 2024 Brad General, PPC management

Target and Max CPA/ROAS are the most common automated bid solutions for Google Ads accounts. However, subtle differences between these systems can lead to dramatically different results. In our latest SMX session, we covered target vs CPA bidding. This video will help you decide which bid solution to use based on your budget, targets, and […]

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Google Ads bid strategy: when to use Target vs. Max CPA & ROAS

October 17, 2023 Brad General, PPC management

Table of Contents What is Max Conversion & Conversion Value Bidding? What is Target CPA & Target ROAS Bidding? The Pros & Cons of Max Bidding The Pros & Cons of Target Bidding Our General Rules for Which Bid Method to Use Target and Max bidding are separated by a single checkbox. However, the implications […]

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How to Test RSAs like a Pro

Watch our SMX Advanced session: how to test RSAs like a pro [Video]

October 3, 2023 Brad Ad testing, General, PPC management

At SMX Advanced we covered a large variety of RSA topics, such as: Why ETAs outperform RSAs How to increase RSAs effectiveness Ad elements you should include in your ads How Ad Strength affects your data What Pinning does to your RSAs Four different ways to test RSAs We hope you enjoy the session 🙂

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How to Build Highly Effective Google Ads Custom Audiences

June 6, 2023 Brad General, PPC management

Google Ads custom audience segments can be a powerful way to reach your target market. Unfortunately, most custom segments aren’t created correctly. These segments either use too many targeting options, skip over vital settings, or are built for mass views as opposed to reaching the correct audience. In this video, we’ll walk you through how […]

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How to Evaluate Search Partners on Google Ads & Microsoft Ads

February 14, 2023 Brad General, PPC management

Table of Contents Google Search Partners List Controlling Your Visibility on Google’s Search Partner Network Your View into Microsoft’s Search Partner Network How to Evaluate Google Ads Search Partner Network Automatic Evaluation of Search Partners Wrap-Up Last update: August, 2024 Google Search Partners List Although Google does not provide an exhaustive list of these partners, […]

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How to test responsive search ads (RSA) in Google Ads and Microsoft Ads

September 16, 2022 Brad Ad testing, General

There is a common fallacy that you don’t need to test RSAs which are now the default ad type. Your ad is one of the most critical elements of your account since it persuades a user to come to your site and take action. You need to ensure you’re serving the best possible RSAs. In […]

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RSA Optimization Series: Part 4 – PPC Tools to Make RSA Creation, Optimization, and Management Easy

June 7, 2022 Brad Ads, General

We’ve been hard at work for the past several months to bring you tools to efficiently manage the transition from ETAs to RSAs and their ongoing management. During that time, we’ve done a significant amount of analysis on ETAs and RSAs, which you can see throughout the RSA series: Part 1 – RSAs vs. ETAs […]

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How to Steer the Google Ads Machine with Negative Keywords

May 17, 2022 Brad General, PPC management

One of the most crucial PPC tasks is negative keyword management. In the past 3-5 years, managing negative keywords has increased in importance and complexity as much, or more, than any other PPC management tactic. There are a few reasons for this. Looser Match Types With the changes to exact and phrase match over the […]

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RSA Optimization Series: Part 3 – Everything You Need to Know About Ad Strength

April 5, 2022 Brad Ads, General, Google ads insights

In our continuing series on RSAs, we will take an in-depth look at the RSA ad strength.  In this post, we will cover: How many headlines you need to achieve an ad strength score of ‘Excellent’. How pinning affects your ad strength. How ad strength correlates with impressions, CTR and conversion rate. What is Ad […]

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