Would you be willing to give Google more control over your Ads campaigns?

Would you be willing to give Google more control over your Ads campaigns?

Google emailed me that advertisers using Auto-Apply Recommendations saw a median 14% increase in conversions. The Recommendations page looks at your account's performance history, your campaign settings, and trends across Google to automatically generate recommendations that could improve your performance.  You already give Google a lot of control over your campaigns when you choose a Smart Bidding strategy, and Auto-Apply Recommendations adds another layer. As a result of all these Google automations, clients will begin to ask what an agency does to optimise their campaigns. The answer is to provide the proper strategy to Google Machine Learning (ML). Instead of…
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On Brand campaigns, try the Target Impression Share strategy

On Brand campaigns, try the Target Impression Share strategy

Last week I audited 2 Google Ads accounts. I still see a mix of Smart and Manual Bidding strategies on both accounts. In one of my previous post, I discussed how important it is to determine whether all campaigns should be set up using a Smart Bidding approach, because conversions from Manual Bidding affect all Smart Bidding conversions as well. The Brand campaigns in these two accounts are using the Maximise Clicks and Maximise Conversions (Target CPA) strategies, respectively. As a result, the number of impressions may fall. The issue with a Maximise Clicks or Maximise Conversions (Target CPA) strategy…
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Exclude Mobile Apps from your Google Ads Display campaigns

Exclude Mobile Apps from your Google Ads Display campaigns

I suggested that you try Display campaigns in my earlier post. If you have Google Display campaigns, I advise excluding Mobile Apps from showing your ads because they rarely convert unless your business is relevant to app gaming. It used to be simple, but now it's a little more fiddly. This is how to do it:Open Adwords EditorSelect Mobile app categories, NegativesSelect All Apps (or any category) to exclude
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Should you use Smart Bidding on all your Google Ads campaigns?

Should you use Smart Bidding on all your Google Ads campaigns?

With Smart Bidding Google uses all conversion data. When I audit a new Google Ads account, I frequently find a mix of campaigns, some with Manual bidding and others with Smart Bidding. Even if an advertiser does not apply Smart Bidding on every campaign, Google will nevertheless use the same data to create the conversion-rate estimate for ads that use bid automation. As a result, it is critical to assess if all campaigns should be set up with a Smart Bidding approach, as conversions from Manual Bidding affect all Smart Bidding conversions as well. A typical example.
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Is your paid campaign not converting well enough? Try Display campaigns

Is your paid campaign not converting well enough? Try Display campaigns

In the traditional Conversion Funnel, most conversions occur when people search for and recognise a brand. If you just have paid ads based on your industry's most popular keywords, you may end up paying a lot of money per click for irrelevant searches, especially if you are still running Manual Bidding campaigns on Google Ads. Try out Display campaigns such as YouTube, Google Display and Social Ads on Facebook and LinkedIn.  That strategy increases brand awareness, and, as a result, conversions. It's worth noting that the Conversion Funnel has developed into a Modern Customer Journey, where Awareness has combined with…
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Google Ads Tutorials

Google Ads Tutorials

Account | Campaigns | Ad groups Account and campaigns structure How to quickly check your account performance. Pros and cons of managing your account in-house or outsourcing it to an agency Search Intent What is Search Intent, and why it matters?How to find consumers’ search intentTypes of Search IntentInformational Search IntentNavigational Search IntentTransactional Search IntentCommercial Research IntentContent angleContent formatContent type BiddingBid adj. (Bid adjustments)Can a lower keyword bid decrease my conversions?How much should I bid for my keyword? How much are my competitors bidding to be on top of my ads?Can a higher keyword bid lead my ads to a lower position?Why…
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Optimisation calendar

Optimisation calendar

In this tutorial: - Optimisation calendar. - Optimisation frequency. Calendar - Daily. - For large accounts. - Weekly or Monthly according to your account size and data. - Quarterly. Optimisation calendar Campaigns optimisation depends on your business goals, targets, spending and the size of your account. If you have a large account with a lots of campaigns, you may find that 80% of your sales and conversions is from 20% of your campaigns. This is the 80/20 well know rule, The Pareto Principle. Your priority should be to optimise the most profitable campaigns, especially if you are limited with time.…
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How to optimise for CTR (Click Through Rate), Branding and ROI (Return on Investment)

How to optimise for CTR (Click Through Rate), Branding and ROI (Return on Investment)

How to optimise for CTR (Click Through Rate) - Focus on ad quality and clearly describe what you're selling. - Include deals and benefits. - Match your keywords and ads as closely as possible to make them relevant. - Use keywords in your ad title and text to make the ads more relevant. - Delete keywords with a high number of impressions, but low CTRand conversions. - Check your Search terms and focus on negative keywords to prevent high costs for irrelevant clicks. - Try different keyword matching options like broad match modifier, phrase, and exact match to reduce the…
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Changes to phrase match and broad match modifier

Changes to phrase match and broad match modifier

In February 2021, Google Ads began to incorporate behaviours of broad match modifier (BMM) into phrase match. As of July 2021, both phrase and broad match modifier keywords have the same updated phrase matching behaviour for all languages and show ads on searches that include the meaning of your keyword. You don’t need to take any specific action for your phrase match or BMM keywords in order to see these changes. Note: These changes to phrase match and BMM don’t impact exact match, broad match or negative keyword match types. Learn more about keyword matching options and negative keywords. Updated phrase match The updated…
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Phrase and broad match keywords that are identical to a query are now preferred

Phrase and broad match keywords that are identical to a query are now preferred

When Google announced that it was expanding phrase match to include broad match modifier traffic earlier this year, it told advertisers that an exact match keyword that’s identical to a query will always take priority, so long as it’s eligible to match. Moving forward, broad match and phrase match keywords will follow that same behavior, Google announced on Thursday. In addition, the company has provided new details on how keyword matching works when a search is identical to a given keyword as well as when a search is not identical to any of an advertiser’s keywords (shown above). Google has…
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