For years Google has been trying to leverage Artificial Intelligence within AdWords (now Google Ads). For the most part they have been trying to automate ad creation; first with Dynamic Search Ads, which started off terrible but got better as more controls were given. Then more recently, they introduced Automated Ad Suggestions which, to my…
Content Strategy Content strategy is where the worlds of search engine optimization (SEO) and web experience engineering collide and it’s a huge business opportunity. While this is a highly technical area it is the Executives of the business that MUST direct and control the strategy. This does not mean they need the technical skills to…
Twas the night before Christmas, and all through the net not a disk drive was spinning, not even in the cloud. The ads were hung by the SERP with care in hopes that conversions soon would be there. The Keywords nestled all snug in their ad groups while visions of eligibility danced in their heads. When out on…
The nation’s attention is focused on the Solar Eclipse. This disruption, not only to the familiar patterns of the Sun, Earth and the Moon, also disrupts AdWords performance. For those that have keywords that match ‘eclipse’ but are unrelated to the event, we would expect a spike in Eclipse based searches. This creates a spike…
The dictionary defines a double edged sword as “something that has or can have both favorable and unfavorable consequences.” Depending on how it’s utilized, the same could be said of the Display Network based on the settings that are in place. Today’s tip involves some do’s and don’ts to help give you the benefits of…
Digital Marketing is often more art than science and reasonable professionals can disagree when looking at the same set of data. Based on this it should be no surprise that we do not agree with every “Best Practice” published by Google. I recently ran into one of these conflicts and I thought I would share…
Last week, we explored improving the Click through Rate (CTR) to drive the Quality Score with a focus on reducing impressions. The other way to approach this is to increase the amount of clicks coming in through AdWords. There are many theories on how to increase the clicks, but only one that almost everyone agrees…
Quality Score and money are the same thing so it is worth paying attention to this number. The bid in AdWords is money times quality score so quality score really is your money. The single biggest attribute in the quality score is the CTR (Click Through Rate) so it’s worth paying attention – assuming you…
