As single metrics go, CPA and ROAS are right at the top of the tree. But there’s a lot you can miss when you judge performance by these core metrics alone. There’s more value in your clicks than you can easily see, and often more of it lurking in your mobile traffic… In this short […]
When i first drafted the course module on Smart Bidding – a few months before recording it – I jotted down that we were right at the tipping point of whether Smart Bidding for search campaigns was as good as a (very) well-managed account on manual bidding. Now (late 2020, and this is a fast-moving […]
Should advertisers use their own brand name as keywords in Google Ads search campaigns? It’s a question you’ve probably either asked or had to answer, possibly many times… Like most of the persistent questions in PPC, it depends… But there are some specific pros and cons to brand bidding in search campaigns. Understanding these will […]
It’s a question every PPC-er faces… When should you send users to a page on the primary website you’re promoting, and when to use a separate – unconnected – landing page, without links to your main navigation and content…. Watch the video for a full run through the all the major pros and cons of […]
Ad Variations in Google Ads Learn to set up simple, rigorous ad text testing with this neat function in Google Ads (or AdWords, if you’re still stubborn). This video walks you through exactly how to start Ad Variations tests, and what to do with the data. Like my vids? Subscribe to my YouTube Channel for […]
7 Ways to Write Better Text Ads Write more effective text ads for Google Ads. This video walks you through seven types of messaging to boost your CTR and conversions. Like my vids? Subscribe to my YouTube Channel for more.