I recently received an interesting Google Ads question: Is it a good strategy to lower the product price during the initial days of a Google Shopping campaign, keep only around $10–$15 above supplier cost, generate conversions, and then use the search terms behind those conversions to optimize the product feed? My answer is: Yes and…
Google Ads can sometimes perform well for weeks or months and then suddenly seem to stop generating leads. You may still be getting impressions. You may still be getting clicks. Your conversion tracking may still be working. Yet the phone calls, form submissions and bookings that were coming in before suddenly disappear. So, what happened?…
Your Google Search campaign is receiving clicks. The click-through rate looks healthy. The ads appear for relevant keywords. Google is spending the daily budget. But the phone is barely ringing, forms are not arriving, or Google Ads reports zero conversions. If that describes your campaign, increasing the budget should not be your first response. A…
One of the most common Google Ads questions I receive is not about creating ads. It is about structure. How many keywords should be inside an ad group? Should you use Exact Match? Should you use Phrase Match? And what happens when keyword research gives you 20, 30 or even more keywords for what looks…
I recently received a very interesting question: “What PPC strategy has given you the best results?” The person asking wanted to know what had made the biggest difference for me and my team. Was it: Better targeting? Ad copy? Landing pages? Conversion tracking? This sounds like a simple question. It isn’t. Because successful PPC is…
I recently received an interesting question from one of my audience members. He had created a new website. The website was already submitted and indexed, but when he searched Google for the exact name of his website, his website wasn’t appearing at the top. Instead, Google was showing websites with similar-sounding names. His question was:…
One of the interesting Google Ads questions I recently received was: “Can I create a second Google Ads account while trying to recover my main account?” At first, this sounds like a simple yes-or-no question. But it isn’t. There is a huge difference between: And if you don’t understand that difference, you could turn an…
One question I keep seeing from people learning Google Ads is: Should I use Broad Match, Phrase Match or Exact Match? And unfortunately, there isn’t a universal answer such as: “Always use broad.” or: “Exact match is always best.” Google Ads doesn’t work like that. I recently received a detailed question from a digital marketer…
A high Google Ads click-through rate feels good. A low return on ad spend does not. A recent question came from someone managing advertising for a sizeable Deathcore/metal artist with more than one million followers across social media. The advertiser was comfortable running paid social campaigns but was struggling to make branded Google Search perform…
Can Google Ads tell you whether people actually want to buy your product? A recent question came from a new ecommerce advertiser selling a single product through Shopify: Sleeping earmuffs priced at $50. The advertiser had: The advertiser wanted to know: “Is $1,000 enough to give me a signal that I should keep going?” They…
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