Google Ads
Google Ads’ campaigns are a primary traffic and sales channel for many ecommerce businesses. Our vast library of Google Ads’ articles addresses setup, tag management, Google Shopping, structured data, automated bidding, and more.
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Google Ads
What to Expect from Google Ads in 2023
December 13, 2022 • Matthew Umbro
Based on popularity in 2022 and trends in the past few years, we can anticipate Google Ads' focus in 2023. Here are four likely themes.
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Google Ads
Google Ads’ Settings for Max Performance
November 7, 2022 • Matthew Umbro
The setup of accounts and campaigns in Google Ads directly impacts results. We address dos and don'ts for the most critical settings.
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Google Ads
New Google Ads’ Setup Streamlines Ad Creation
October 16, 2022 • Matthew Umbro
Advertisers no longer have to create ads and extensions separately. We explain.
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Google Ads
4 Outdated Google Ads Tactics to Reassess
September 4, 2022 • Matthew Umbro
It's easy to forget the tried and true methods for Google Ads set-up. Here are four once-popular practices that still hold value today when tweaked.
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Google Ads
New Google Tag Improves Privacy, Ad Management
August 14, 2022 • Matthew Umbro
Google's new all-in-one tag addresses the cookie-less future and streamlines Ads' management while continuing accurate data collection.
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Google Ads
5 Steps to Prepare Google Ads for 2022 Holidays
July 11, 2022 • Matthew Umbro
Get more from Google Ads this holiday season by preparing early. Here are five timely tips from Google Ads guru Matt Umbro, addressing Enhanced Conversions, extensions, and more.
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Google Ads
Use ‘Experiments’ to Test Google Ads
June 5, 2022 • Matthew Umbro
Google Ads' Experiments is an underutilized feature to test (and improve) campaign performance. Pay-per-click pro Matt Umbro explains how to get started in this helpful piece.
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Google Ads
Google Topics Resembles Contextual Advertising
May 12, 2022 • Armando Roggio
Google is testing a new privacy-defending ad-targeting feature called "Topics," which sounds like contextual advertising at scale.
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Google Ads
4 Questions for a Prospective PPC Agency
May 9, 2022 • Matthew Umbro
Contributor Matt Umbro is a long-time pay-per-click agency exec. Here are four questions he would ask a prospective agency if the roles were reversed.
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Google Ads
How Conversion Data Improves Google Ads Automation
April 12, 2022 • Matthew Umbro
For years Google Ads has migrated to automated, machine-learning ad management. But the performance of those automated campaigns is only as good as the conversion data. We explain.
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Google Ads
Are Google Ads SKAGs Effective in 2022?
March 28, 2022 • Armando Roggio
Single keyword ad groups were once popular in Google Ads campaigns. But has Google's pivot to ad automation made SKAGs less effective?
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Google Ads
Google, Microsoft Update Ad Extensions, Lead Tracking, More
March 15, 2022 • Matthew Umbro
The latest round of advertising-platform updates includes dynamic ad extensions, off-site lead tracking, and automated descriptions. The changes follow from Google's and Microsoft's emphasis on automating ad functions.
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Google Ads
Outbound Marketing In an Inbound World
February 16, 2022 • Armando Roggio
Search engine optimization, content marketing, and the whole of inbound marketing are important for promoting a business. But let’s not forget about advertising. I recently attended a marketing event where an ...
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Google Ads
Benefits of Google’s Search Ads 360, Revamped
February 15, 2022 • Matthew Umbro
Google's updated Search Ads 360 is a big improvement. The interface is consistent with Google Ads. New features include easier cross-platform management, among others. We explain.
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Google Ads
Setting Up Google’s Performance Max Campaigns
January 13, 2022 • Matthew Umbro
Google's Performance Max campaigns are the latest iteration in the company's emphasis on automation and machine learning. It's worth testing Performance Max despite the lack of reporting transparency.
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Google Ads
Google Ads: How to Set Up Account-level UTM Parameters
January 3, 2022 • Armando Roggio
UTM parameters can help marketers track the performance of Google Ads to individual campaigns, ad groups, and keywords. Unfortunately, manually creating tracking parameter strings takes time and is error-prone. Instead, automate the process. Turn on the account-level Google Click Identifier, set up account-level UTM parameters, and use a script to create ad-group-level custom parameters.
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Google Ads
Setting Up a Google Ads Dynamic Search Campaign
December 13, 2021 • Armando Roggio
Setting up a Google dynamic search ad is straightforward. Even a novice can have a campaign up and running in a few minutes. This article is a step-by-step guide.
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Google Ads
Reviewing Google Ads Performance at Year-end
December 12, 2021 • Matthew Umbro
It's necessary at year-end to review pay-per-click advertising performance. As with any managed channel, you should expect growth, such as more revenue, transactions, or unique visitors, among other metrics. The review should include broader industry and economic developments.
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Google Ads
Structuring Google Ads Campaigns for Success
November 15, 2021 • Matthew Umbro
Google Ads has implemented many changes this year. Most involve more automation. The impact of these changes means advertisers may need to restructure their search campaigns.
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Google Ads
How Content Drives Low-cost Ad Conversions
November 5, 2021 • Armando Roggio
Content marketing is often associated with search engine optimization since the two disciplines can work hand in glove. But there can be a strong affinity between content marketing and advertising, too.
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Google Ads
4 Reasons to Use Dynamic Search Ads
October 27, 2021 • Armando Roggio
Dynamic search ads access your website content and deploy artificial intelligence to generate headlines, bids, and targeted search terms automatically. These easy-to-employ text ads are the Swiss Army knife of digital promotion: They work well in many situations.
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Google Ads
Google Ads Promotion Extensions Can Boost Holiday Sales
October 12, 2021 • Armando Roggio
The Google Ads promotion extension attaches a clickable discount offer to search ads and could boost sales for some merchants this Christmas season. Click-through rates and conversion rates vary greatly from one business or one ad to the next. Thus one cannot say definitively that using a promotion extension would drive more traffic or sales.
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Google Ads
Google Ads Updates Search Terms Report, Keyword Match, More
October 10, 2021 • Matthew Umbro
Google Ads released a slew of updates in September to provide advertisers more clarity into ad auctions, performance metrics, and more. This transparency is welcome, especially as the holiday season is around the corner.
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Google Ads
3 Optimizations for Google Shopping Campaigns
September 13, 2021 • Matthew Umbro
The benefits of Google Shopping are compelling. Advertisers consistently experience strong revenue, traffic, and return on ad spend while often paying less per click than standard search campaigns. Still, the performance of Google Shopping ads, like all ads, could plateau. Thus continuous optimizations are key to sustaining results.
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Google Ads
Breaking Down Google Ads New ‘Strikes’ Policy
August 8, 2021 • Matthew Umbro
Google Ads recently introduced a pilot program to combat repeat policy violations. Beginning in September, advertisers who continually violate ad policies will suffer consequences. The system will use "strikes" to assign penalties.
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Google Ads
Need More from Pay-per-click Ads? Try Planning
July 15, 2021 • Armando Roggio
Pay-per-click advertising is essential for many ecommerce and omnichannel retailers. Google, Facebook, and other ad platforms have made it easy to set up a campaign. PPC success, however, often depends on careful planning and preparation, not rushing out to place ads.
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Google Ads
Understanding Dynamic Search Ads in 2021
July 13, 2021 • Matthew Umbro
Ecommerce sites often have hundreds or thousands of product pages. Creating keyword-based ads in Google for each page is laborious and sometimes impractical. That's the purpose of dynamic search ads. Advertisers can tell Google which pages and themes to target on their sites, and Google will dynamically show ads for those targets from relevant search queries.
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Google Ads
Google Ads Updates Performance Max, Customer Match, Product Feeds, More
June 8, 2021 • Matthew Umbro
In its annual Marketing Livestream event last month, Google addressed updates to Google Ads, among other topics. Only a handful of the updates could produce noticeable performance changes for advertisers. I'll review the most impactful updates in this post.
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Google Ads
How to Show Product Ratings in Google Ads
May 30, 2021 • Robert Brady
I've been looking for a set of adjustable dumbbells for my home-based gym. I searched on Google and couldn’t help but notice the yellow rating stars for two of the advertisers. The stars are a strong visual contrast from the other search results.
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Google Ads
When to Auto-apply Google Ads Recommendations
May 3, 2021 • Matthew Umbro
Google Ads is steadily incorporating machine learning into daily account management. Google recently introduced a feature to auto-apply its suggestions in the “Recommendations” tab, offering 17 types of auto-apply recommendations in three categories.
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Drive More ROI from Meta and Google Ads
