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Google Ads
Google Ad Updates Reflect New SERPs
April 9, 2024 • Matthew Umbro
An ad's postion on the search results page is less important than its prominence, per Google.
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Google Ads
Optimizing Google Ads without Keywords
March 10, 2024 • Matthew Umbro
Google's AI detects seachers' intent, lessening the need for keyword bidding.
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Google Ads
Understanding YouTube Campaign Types
February 5, 2024 • Matthew Umbro
Google Ads offers seven YouTube campaign subtypes, ranging from reaching users while browsing to driving conversions.
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Google Ads
How to Forecast PPC Costs and Revenue
January 7, 2024 • Matthew Umbro
Does increased spend on Google Ads produce more revenue? Here's a framework to help decide.
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Google Ads
Google Ad Tactics for 2024
December 7, 2023 • Matthew Umbro
Google Ads is already incorporating AI into its interface. More changes are coming, including the elimination of third-party cookies.
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Google Ads
Google Ads’ Holiday Timesavers
November 12, 2023 • Matthew Umbro
Don't waste time on menial advertising tasks. Here are four handy productivity boosters.
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Google Ads
Value-based Bidding Drives Google Ads Success
October 12, 2023 • Matthew Umbro
Automated bid strategies based on conversion values and target ROAS produces the most profits.
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Google Ads
Unpacking ‘Demand Gen’ Google Ads
September 3, 2023 • Matthew Umbro
Google's new top-of-funnel campaign type includes in-feed ads in YouTube Shorts.
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Google Ads
Google Ads Streamlines Switch to Performance Max
August 13, 2023 • Matthew Umbro
Gradual is better when upgrading Dynamic Search and Display campaigns to Performance Max.
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Google Ads
Google Ads Improves Brand Settings
July 19, 2023 • Matthew Umbro
Google sometimes co-mingles ads for brand and non-brand queries. The new settings ensure traffic and reporting are funneled to the right campaigns.
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Google Ads
Reassessing Google Ads’ Broad Match
June 11, 2023 • Matthew Umbro
Broad match keyword types, once shunned by many advertisers, facilitate Google Ads' automation and machine learning.
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Google Ads
How ChatGPT Complements Google Ads
May 4, 2023 • Matthew Umbro
Setting up pay-per-click campaigns is often laborious and time-consuming. Here's how AI can help with campaign structure, keyword selection, ad copy, audiences, and more.
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Google Ads
Using Google Ads for Full-funnel Marketing
April 9, 2023 • Matthew Umbro
Full-funnel marketing introduces prospects to a brand and ultimately converts them to customers. Here's how to do it using Google Ads.
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Google Ads
Google Ads Improves Automated Assets, Acquisition, More
March 7, 2023 • Matthew Umbro
Recent changes to Google Ads enhance flexibility and streamline navigation. Improvements address automatically created assets, customer acquisition, and interface design.
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Google Ads
Updates to Performance Max Improve Transparency
February 14, 2023 • Matthew Umbro
Google's Performance Max campaigns run on auto-pilot, allowing little control or transparency to advertisers. With three recent updates, that grip is loosening a bit.
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Google Ads
Google Ads Q&A: Budget, Keywords, Search Network
January 18, 2023 • Matthew Umbro
Contributor Matt Umbro, a pay-per-click pro, responds to questions from Google Ads advertisers, addressing campaign budgets, keyword limits, Search Network tactics, growth, 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
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
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
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
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.