Category: Google Ads News and Information

  • Keywords, Search Terms, and Search Themes: What’s the Difference?

    Keywords, Search Terms, and Search Themes: What’s the Difference?

    Your Back to Basics Guide: Keywords, Search Terms, and Search Themes

    In today’s Google Ads 101 lesson, we’re tackling keywords, search terms, and search themes—breaking down the similarities and differences between these concepts so you can set up and optimize your account with confidence.

    This post is perfect for beginners! But it’s also perfect for those looking for a refresher. Why? Because Google Ads is constantly evolving! Keywords and search terms aren’t new. In fact, they’ve been around since the inception of Google Ads in 2000, but they don’t look the same as they did then. They don’t even look the same as they did a year ago! So buckle up as we break down what these terms are and how to best use them for your campaigns.

    Quick Definitions

    First, a few quick definitions before we dive deep:

    Keywords:

    Words or phrases that advertisers tell Google they want to bid on and appear for when users search related queries. What you WANT to show up for.

    Search Terms:

    The exact words and phrases that people searched for in Google when they received an ad. What you ACTUALLY show up for.

    Search Themes:

    A broad topic or concept that groups related keywords together, used primarily in Performance Max campaigns to guide Google’s automated ad delivery toward relevant search contexts.

    Keywords

    Keywords are one of the key components advertisers need to run search campaigns. They’re the search queries you’re willing to pay for when someone searches them on Google. Think of these as your wish list of searches you want to show up for. When you add keywords to your campaign, you’re essentially giving Google instructions about which search queries should trigger your ads.

    However, not all keywords work the same way. Google Ads offers three match types that control how closely a user’s search term needs to match your keyword before your ad can appear. Google provides the following definitions for each:

    Broad Match:

    “Ads may show on searches that are related to your keyword, which can include searches that don’t contain the direct meaning of your keywords.”

    Phrase Match:

    “Ads may show on searches that include the meaning of your keyword. The meaning of the keyword can be implied, and user searches can be a more specific form of the meaning.”

    Exact Match:

    “Ads may show on searches that have the same meaning or same intent as the keyword.”

    What match type is best? Well, that depends on who you ask. Google will recommend broad match every time because they believe their system can leverage its machine learning to find relevant searches beyond your exact keywords.

    Now if you ask us…we have a different answer. While broad match keywords can be great, we often find that broad match can be, well, too broad, causing advertisers to bid on search terms that aren’t relevant and thus wasting ad spend.

    We usually start clients with phrase match, which provides a good balance between Google finding relevant queries while not giving up too much control. From there, we analyze the data and can either open it up to broad match or tighten it down further with exact match, depending on what each account needs.

    Keywords are added at the ad group level, allowing advertisers to target multiple products or services within one campaign while still being able to create tailored ads for each grouping.

    Within your Google Ads account, the keyword report gives you powerful visibility into performance metrics like impressions, clicks, conversions, and cost-per-conversion for each individual keyword. This data is gold for understanding which keywords are actually driving results and which ones are just burning through budget without delivering.

    Search Terms

    Keywords are what you WANT to show up for but Search Terms are the ACTUAL phrases people typed into Google that triggered your ad. Sometimes these match your keywords perfectly, sometimes they’re…creative interpretations.

    On the search terms report, advertisers can view almost all of the same metrics that they get in the keyword report, including impressions, clicks, conversions, etc. This list allows advertisers to assess how users are searching and discovering their ad.

    Key Ways to Use Search Term Lists:

    Build out negative keyword lists: Scan your search terms to identify irrelevant queries that are triggering your ads, then add them as negatives to prevent wasted spend. For example, if you sell premium furniture and keep seeing searches for “cheap” or “free,” those are prime candidates for your negative list.

    Assess if your keywords are hitting or missing the mark: Compare your intended keywords against actual search terms to see if Google’s match types are working in your favor. If your phrase match keywords are pulling in completely unrelated searches, it’s time to tighten up your match types.

    Filter for broad, phrase, and exact match keywords: Use the match type filter to see how each type is performing and which ones are generating the most relevant traffic. This helps you make informed decisions about where to invest more budget or which match types to scale back.

    Discover new keyword opportunities: Your search terms report often reveals high-performing queries you hadn’t thought to target directly. Add these winners as new keywords to gain more control and potentially lower your cost-per-click.

    Discover new landing page opportunities: If you’re seeing consistent search patterns for specific products, services, or topics you don’t have dedicated pages for, that’s a signal to create new targeted landing pages or ad content to existing pages. Better landing page relevance means better Quality Scores and better conversion rates.

    Search Themes

    Switching gears a bit here. Keywords and search terms are crucial parts of search campaigns, but search themes are actually a component of Performance Max (PMAX) campaigns. So why are we tackling them in the same post? Well, for one, their names can get confusing—Search Terms vs. Search Themes—so it’s easy to mix them up, but they are different! In fact, search themes are actually more closely related to keywords than they are to search terms.

    Remember how we said Google wants more control?

    Just like keywords, search themes are your way of telling Google what products or services you want to show ads for. Except this time, you don’t have match types! Search themes are like broad match keywords. You tell Google the idea of how people are searching for you, but then you hand the reins to Google and let them optimize.

    When PMAX campaigns first launched, Google was met with a lot of pushback from advertisers who didn’t appreciate the lack of transparency about where and when their ads were showing. It felt like sending your ads into a black box and just hoping that Google would perform. If you’re going to be investing a lot of money into this type of campaign, you want to know what’s working and what’s not.

    Now Google has implemented more reporting tools, including search term reports and negative keyword lists for PMAX. You heard that right! When PMAX first came onto the scene, advertisers not only couldn’t view the search terms, but they couldn’t negative match on the campaign either. Talk about flying blind.

    Wrapping Up

    Keywords. Search Terms. Search Themes. Three different tools for three different jobs. Keywords help you target the right searches. Search terms show you what’s actually happening. Search themes let Google’s AI explore opportunities you might miss.

    When used correctly, these three concepts work together to improve your campaign performance, maximize your ad spend efficiency, and drive better ROI from your Google Ads campaigns. The smartest advertisers don’t just understand the difference, they actively use all three for ongoing campaign optimization.

    Not sure where to start or need help with PPC management? Our team specializes in data-driven strategies that actually deliver results. Let’s talk.

  • Google Ads Campaign Types Breakdown

    Google Ads Campaign Types Breakdown

    Your Back to Basics Guide: Campaign Types

    Whether you’re new to Google Ads or just need a refresher on their updates, understanding campaign types is essential. Think of them as different tools in your advertising toolkit. Each campaign type is designed for specific goals and audiences. Let’s break down what each type of campaign does and how it works.

    Search Campaigns

    We like to think of search campaigns as the bread and butter of Google Ads. They’re the foundation most advertisers start with, and for good reason.

    What they are:  

    Search ads are the text ads that appear when you search in Google. You’ll usually see them before organic listings but they can also be seen lower on the search results page. Sponsored results have a designated label above their section with the option to hide sponsored ads at the bottom. 

    Search Results for the search term "personal trainer", showing two paid search ads and one organic result.

    How they work:

    Advertisers create text ads and then bid on keywords so they appear in the search results when people search for those terms (search terms).

    Let’s break that down:

    Advertisers create text ads called responsive search ads by providing Google with up to 15 short headlines and 4 descriptions. Google Ads then mixes and matches these by combining 3 headlines and 2 descriptions based on what it believes will perform best for each individual auction. This gives you flexibility while letting Google’s machine learning optimize performance.

    Next, advertisers designate keywords they want to “bid on”. When someone searches for those keywords (or variations of them), your ad enters an auction to potentially show up in the results. You’re essentially raising your hand and saying “I want to be visible for this search.” 

    The bells and whistles: Assets (formerly called extensions) are your secret weapon. They let you provide viewers with more information about who you are and what you can offer them. Assets are a useful tool that can link to other landing pages, highlight value propositions, or provide quick contact options like phone numbers or location details. There are multiple asset types, each with its own function, from sitelinks and callouts to structured snippets and lead forms. Learn more about Google Ads assets here.

    Need help optimizing your search campaigns? Check out our Google Ads services.

    Shopping Campaigns

    What they are:

    Shopping ads are for advertisers specifically promoting products. These ads also appear in the search results, but this time as “sponsored products” featuring an image, product headline, price, and store name. You’ll typically see them at the top of Google search results in a carousel format or in the Shopping tab.

    Search results for blue sneakers displaying shopping campaign sponsored product ads.

    How they work:

    Unlike search campaigns where you bid on keywords, Shopping campaigns pull product data directly from your Google Merchant Center feed. You upload your product catalog with details like titles, descriptions, images, and prices, and Google automatically matches your products to relevant searches.

    Here’s the process: You create a product feed in Google Merchant Center containing all your product information. Then in Google Ads, you create a Shopping campaign and connect it to your feed. Google uses the product data to determine when and where to show your ads, so no keyword lists are required.

    Advertisers can organize products into groups and set bids at the product level, giving you control over how much you’re willing to pay for clicks on specific items. It’s particularly powerful for e-commerce businesses with large inventories.

    Shopping campaigns work best when your product feed is optimized with detailed titles, high-quality images, and accurate information. The better your feed, the better Google can match your products to shopper intent. Looking to get started with Shopping ads? Our Google Shopping services can help.

    Display Campaigns

    What they are:

    Display ads are the banner ads you see across millions of websites, apps, and Google-owned properties like YouTube and Gmail. Unlike search ads that capture active intent, display ads build awareness and reach people as they browse the web.

    Two examples of display ads on a recipe blog.

    How they work:

    Display campaigns use targeting options to show your visual ads to specific audiences across the Google Display Network which is a collection of over 2 million websites and apps. You can target by demographics, interests, topics, placements, or even specific audiences like past website visitors.

    Here’s how it happens: You create visual ads by providing google with up to 15 photos of various formats, 5 logos, 5 headlines (30 characters), 1 long headline (90 characters), and 5 descriptions (90 characters). These are responsive display ads that adapt to available ad spaces based on what Google believes will perform best. Then you select your targeting criteria. Maybe you want to reach people interested in fitness, or people who’ve previously visited your site but didn’t convert.

    Google then serves your ads on relevant websites and apps where your target audience spends time. You pay per click or per thousand impressions (CPM), depending on your bidding strategy.

    Demand Gen Campaigns

    What they are:

    Demand Gen campaigns are Google’s newest visual campaign type, designed to reach people across YouTube, Discover, and Gmail. Think of them as the evolution of Discovery campaigns, focused on creating demand and engaging audiences in immersive, visual-first environments.

    How they work:

    Demand Gen uses a combination of audience targeting and visually rich ads to capture attention and drive action across Google’s most engaging surfaces. These campaigns prioritize high-quality images and video content to tell your brand story.

    You create ads using images, videos, carousels, and product feeds (yes, you can showcase multiple products in a swipeable format). Google then uses its audience signals, things like customer lists, website visitors, or similar audiences, to find people most likely to be interested in what you offer.

    The magic is in the placement: your ads show up in YouTube feeds (including Shorts), the Discover feed on mobile devices, and Gmail’s social and promotions tabs. These are places where people are actively consuming content and open to discovering something new.

    Demand Gen campaigns work particularly well for driving consideration and engagement with lookalike audiences. You’re meeting potential customers where they’re already spending time, with content that fits naturally into their experience.

    Performance Max (PMAX) Campaigns

    What they are:

    Performance Max is Google’s fully automated, goal-based campaign type. It’s designed to give Google’s AI maximum control to deliver results across all of Google’s advertising channels. That’s right! Search, Display, Shopping, YouTube, Gmail, and Discover all in one to form a single campaign.

    How they work:

    PMAX is fundamentally different from other campaign types because you don’t choose where your ads appear. Instead, you provide Google with your goals, assets (headlines, descriptions, images, videos), and audience signals, then let the algorithm do the heavy lifting.

    Here’s the breakdown: You set up a campaign with conversion goals (what actions you want people to take).  You create asset groups containing all your creative materials including text, images, logos, videos. You provide Google with search themes which are similar to keywords except they are broader.  You can also add audience signals to guide the machine learning (think customer lists or interests), though Google will expand beyond these based on performance data.

    Google’s AI then tests combinations of your assets across all available inventory, automatically allocating budget to the placements and audiences that drive the best results for your goals. It’s like having multiple campaigns running simultaneously, all optimized in real-time.

    The trade-off? Less control and transparency. You won’t know exactly where ads appear or which combinations perform best. But for advertisers willing to trust the automation, PMAX can drive strong results—especially for e-commerce and lead generation.

    Here’s the thing about PMAX: data is the name of the game. If you aren’t able to provide clear conversion data as low in the funnel as you can go (purchases, qualified leads, appointments, not just page views), Google can’t optimize properly and you’re just going to burn through budget. Set up proper conversion tracking before launching PMAX, not after. Curious if PMAX is right for your business? Reach out to our team.

    Choosing the Right Campaign Type

    Each campaign type serves a specific purpose in your marketing strategy. Search captures high-intent customers actively looking for solutions. Shopping showcases products to ready-to-buy shoppers. Display builds awareness and remarketing audiences. Demand Gen creates interest in visually engaging environments. And PMAX automates everything for efficiency.

    Most successful Google Ads strategies use a combination of campaign types, each playing to its strengths. Start with where your customers are in their journey and match the campaign type to that stage.

    Ready to build a comprehensive Google Ads strategy? Our PPC team specializes in creating campaigns that actually drive results, not just clicks.

  • Biggest Changes to Google Ads in the Past Five Years

    Biggest Changes to Google Ads in the Past Five Years

    The 6 Biggest Changes to Google Ads in the Past Five Years

    Google ads is always changing and evolving. With the rapid advancement of technology and AI over the past 5 years these changes seem to be bigger and more rapid. So, if you have been out of the game for a little while and are looking to jump back in, the landscape might look entirely different. Have no fear! We are here to catch you up on some of google ads’ biggest changes in the past few years and teach you how to best navigate them.

    Though google ads has changed in more ways than what is discussed below, we wanted to highlight the biggest changes that nearly every advertiser is likely to encounter. Buckle in because we are going to go over changes to ad types, keywords, campaign types and so much more. 

    1) Responsive Search Ads are Now the Primary Ad Type for Search Campaigns 

    Search campaigns show ads to those actively searching on google and we would argue that almost every Google ads advertiser has run a search campaign at some point in their career.

    Originally these campaigns would be made up of expanded text ads. When creating an expanded text ad, advertisers would only enter three headlines and two descriptions, knowing this was the exact ad that would be delivered. 

    In 2018, Google introduced Responsive search ads. With responsive search ads, advertisers are able to enter 15 headlines, 4 descriptions and up to 20 images. Google will then dynamically create an ad based on your inputs and the search.  

    Some advertisers were leary at first because they felt that with this new ad type they had less control over what was being shown. Now 7 years later advertisers have warmed up to Responsive search ads because Google, in theory, will show the best combination based on prior asset performance and the user’s search. We have also seen google weed out (stop showing) lower performing copy and then recommend advertisers ad new copy. 

    On Feb 21st, 2021 Google announced responsive search ads are now the primary ad type for search campaigns and expanded text ads would no longer be available. 

    If advertisers have active expanded text campaigns in their campaigns, these ads still show however they can not be changed and new expanded ads could not be added. 

    2) Keyword Match Types Have Broadened

    The second biggest change to Google ads is the evolution of keyword match types. Google’s keyword match types used to include, broad match, broad match modifiers, phrase match and exact match. 5 years ago google’s definition of these match types was pretty self explanatory, however now broad match modifiers don’t exist and google has introduced “close variants”. 

    Advertisers used to be able to select one match types and have a pretty clear understanding of what search terms their ads would appear for. Now, with the introduction of close variants, a lot of lines are blurred. Exact matches are no longer exact, and phrase match, we would argue, looks an awful lot like broad match. 

    For example, one of our clients used the phrase match keyword “lunch near me” and was shown for the search term “chicken caesar salad wrap near me”. The issue: they don’t have a chicken caesar salad wrap on their menu. Therefore this wasn’t a high value user. 

    Google is also pushing advertisers to use broad match keywords. To use, this seems like Google is adopting a “google knows best” mindset and taking the control away from advertisers. Knowing the definitions are getting broader, we recommend advertisers keep a close eye on their keywords and search terms while building out negative keyword lists. Go ahead and experiment with broad match. It might work for you, but don’t be afraid to rain it back into phrase and exact match if you aren’t seeing your desired results. 

    3) Lookalike Audience No Longer Exist

    Google Ads’ Lookalike Audiences, also known as Similar Audiences, were a powerful targeting tool that helps advertisers reach new potential customers who resemble their existing audience. Advertisers would upload a list of first party data and google would create an audience that shared similar characteristics based on this list. 

    As of 2023 this helpful tool no longer exists. Lookalike audiences can no longer be created. Google said it made this change because with the changing restrictions of online marketing it wants to stay ahead of the shift by leveraging their AI abilities. Instead of lookalike audiences Google is encouraging advertisers to use optimized targeting, audience expansion, and Smart Bidding instead. We won’t argue these AI tools are powerful, but make no mistake none of these are a direct comparison to similar audiences and will not provide you with that data. 

    4) Performance Max Campaigns 

    Speaking of Google’s AI abilities, they are really put to the test with Performance Max Campaigns.

    Performance Max Campaigns are powered by AI and utilize all of Google’s channels including, search, display, youtube, gmail, maps, and discovery. Advertisers add input like headlines, descriptions, videos and images to an asset group and then Google generates ads based on the conversion goal set. 

    We have noticed some great results when using these campaigns. It is clear that Google is optimizing based on the goals set, but there are two things to keep in mind before jumping into using Performance Max campaigns. 

    One: Advertisers have less control. Advertisers are not entering in search keywords rather they are entering suggestions. Advertisers aren’t delegating budget to each channel, rather google is delegating the budget to what it thinks will reach the set goal. Advertisers have to trust that Google knows how to optimize properly.

    Two: Advertisers won’t get detailed reports. Google provides general insights and will give the basic conversion, impression, click data for the campaign as a whole, but advertisers won’t know what in that campaign is working. For example, Google might report that there were 10 conversions this week but advertisers won’t know if those came from search, display or one of the other channels.

    Like we said, Performance Max campaigns can be very useful, especially for those who don’t have a lot of time to manage google campaigns, but advertisers have to be comfortable with less control and less visibility in reporting.  

    5) Enhanced Conversion Tracking

    In response to the rising concerns over data privacy Google introduced Enhanced conversions in 2021. Instead of using cookies and basic pixel tracking, enhanced conversions utilizes first-party customer data to provide more accurate attribution. 

    Enhanced conversions securely hash and match customer data such as emails, phone numbers, or addresses against Google accounts. This advanced technique allows for better accuracy in tracking conversions. As a result, businesses gain deeper insights into their customer’s journey, enabling more precise optimization of ad campaigns and ultimately driving improved ROI. Enhanced Conversions ensure that advertisers can adapt to the evolving digital ecosystem with more reliable and comprehensive tracking capabilities.

    Enhanced conversions tracking is one change that we recommend you learn and implement so you have the most accurate data for your business. 

    6) New Platform Layout

    The final and most obvious biggest change to Google Ads that you will notice the second you log in is the new platform layout. In early 2023 Google announced it was testing new Google Ads designs. After testing 2 layouts they landed on a winner that “reorganized pages into more thematically linked groups”. Google also wants to make it clear that with this new layout, advertisers are able to do everything they could do with the old layout, it just might be in a different spot than they are used to. 

    With this test came feedback that google is taking into account as it perfects the new design. Some of the primary concerns were that the new location of search terms makes for an awkward workflow and that the new menu takes up too much space. Google has acknowledged these concerns and is working on solutions. 

    At the time of this article advertisers are still able to switch back and forth between layouts as they get used to the new feel but they are expecting to do away with the old layout later this year. 

    Wrapping up

    Google Ads has undergone significant transformations over the past five years, redefining how advertisers approach digital marketing. From the transition to Responsive Search Ads and the broadening of keyword match types to the retirement of Lookalike Audiences and the introduction of AI-driven Performance Max Campaigns, the platform is continuously evolving. We hope that we were able to highlight some of the biggest changes to Google ads over the past five years and help you navigate them a bit better. 

  • PPC Audit: A Complete Overview

    PPC Audit: A Complete Overview

    Pay-per-click (PPC) advertising allows businesses to display ads on search engines and other platforms, paying only when someone clicks on their ad. Like any marketing investment, PPC campaigns need regular evaluation to ensure they’re delivering the best possible results for your budget.

    A PPC audit is a comprehensive review of your paid advertising campaigns designed to identify opportunities for improvement and ensure your ad spend is working as efficiently as possible. Think of it as a health check for your digital advertising efforts.

    Why Your Business Needs a PPC Audit

    There are several situations when conducting a PPC audit becomes essential for maintaining effective advertising performance:

    Taking Over Existing Campaigns

    When inheriting PPC campaigns from a previous manager or agency, an audit ensures you understand what you’ve inherited and aren’t wasting budget on poorly performing elements. This prevents you from continuing ineffective strategies simply because “that’s how it’s always been done.”

    Significant Competitive Changes

    When competitors shift their advertising strategies, launch new campaigns, or enter your market space, an audit helps prevent your ads from becoming irrelevant or overpriced. The digital advertising landscape changes quickly, and what worked six months ago may no longer be effective.

    Substantial Performance Changes

    When you notice declining click-through rates, increasing costs per conversion, or other performance issues, an audit helps identify root causes before small problems become expensive ones. Early intervention can save significant advertising budget.

    Regular Maintenance Schedule

    Proactive businesses conduct audits every 6-12 months to ensure continued alignment with business goals and take advantage of new advertising features and tools. Regular audits prevent performance drift and identify optimization opportunities.

    What’s Involved in a PPC Audit

    Campaign managers with experience may have different approaches to conducting a PPC audit, but effective audits follow a systematic process that can be documented and replicated. Here’s what typically happens during a comprehensive audit:

    Goal Alignment Assessment

    The audit begins by confirming that your PPC campaigns still support your current business objectives. Marketing goals evolve, and campaigns that were perfectly aligned six months ago may no longer serve your needs. This step ensures all subsequent optimization efforts work toward the right outcomes.

    Campaign Health Review

    Next, the auditor examines how well your campaigns follow current best practices. This includes reviewing:

    • Account organization: Are campaigns and ad groups logically structured?
    • Creative alignment: Do your ad copy, images, and videos match what people are searching for?
    • Active management: Is someone regularly optimizing performance and making necessary adjustments?
    • Tracking setup: Are you measuring the actions that matter most to your business?

    This step reveals the current state of your advertising efforts and identifies immediate improvement opportunities.

    Change Recommendations

    Based on the findings, the auditor determines what modifications are needed. These can range from minor tweaks to complete account restructuring, depending on what the review uncovers.

    If your PPC goals are significantly misaligned with your business objectives, you may need to restart the planning process entirely. This involves researching relevant search terms, analyzing competition, and creating new campaigns with updated optimization targets.

    More commonly, audits result in tactical improvements like updating ad copy, refreshing images, adjusting targeting parameters, or modifying conversion tracking. When PPC programs receive regular attention, realigning them typically involves refinements rather than overhauls.

    Common Issues Discovered in PPC Audits

    While some advertising accounts require complete rebuilding, most audits uncover these typical problems:

    Outdated Creative Content

    • Ad copy that no longer reflects your brand voice or current messaging
    • Images that look dated or don’t showcase your latest products/services
    • Landing pages that don’t match ad promises

    Stale Targeting Lists

    • Lists of irrelevant search terms haven’t been updated to block unwanted traffic
    • Audience targeting hasn’t evolved with your customer base
    • Geographic targeting doesn’t reflect current service areas

    Missed Feature Opportunities

    • Not utilizing the latest advertising tools and features effectively
    • Missing out on new ad formats that could improve performance
    • Failing to take advantage of automated bidding improvements

    The rapid pace of change in digital advertising platforms means this last category often has the biggest impact on performance. Unlike obvious problems that show up in declining metrics, missed opportunities for improvement aren’t always visible until someone specifically looks for them.

    Expected Outcomes and Timeline

    Audit Duration

    A thorough PPC audit typically takes 2-3 weeks to complete, depending on account complexity and the number of campaigns being reviewed.

    Implementation Timeline

    Implementing audit recommendations usually occurs in phases over 4-6 weeks, allowing time to monitor results and make adjustments.

    What to Look for in a PPC Audit Provider

    When selecting someone to conduct your PPC audit, consider these qualifications:

    • Documented process: They should follow a systematic approach and provide clear documentation of findings
    • Platform expertise: Experience with the specific advertising platforms you use (Google Ads, Microsoft Ads, Facebook, etc.)
    • Industry knowledge: Understanding of your business type and typical customer journey
    • Actionable recommendations: Ability to provide specific, prioritized suggestions rather than just identifying problems
    • Performance tracking: Methods for measuring improvement after implementing changes

    A quality PPC audit serves as both a diagnostic tool and a roadmap for improving your advertising performance. By understanding what’s involved and what outcomes to expect, you can make informed decisions about optimizing your paid advertising investments.

  • Google Ads Tracking Offline Conversions

    Google Ads Tracking Offline Conversions

    Google Ads provides various tracking methods, from online e-commerce to offline, with CRMs or Google’s API. Setting up API integrations can be challenging for small to midsize businesses. The next best option is to use a CRM that integrates with Google Ads…Google recently announced the expansion of CRM partners to include ZOHO. 

    Beyond automated tracking methods, Google Ads allows users to upload conversion data manually, which is more time-consuming. Using the manual process, either the Google Click ID, or gclid, is used, or enabling Enhanced Conversion tracking can be implemented.

    Setting up an offline conversion for Google Ads

    Google has several different types of Goals, one of which is “Converted Lead.” This type of goal allows advertisers to upload data and assign the data source to the Goal. 

    Perhaps the easiest way to do this is to set up a Google Spreadsheet linked to the account in the Ads data sources under “Data manager.” Once set up, it is just a matter of adding records to the sheet. Google Ad will import the data at regular intervals.

    The offline data can be set up for gclid or Enhanced Conversions. 

    Tracking With GCLID

    When “Auto Tagging” is enabled at the account level, the gclid is a unique parameter/value appended to the query string for every click on Google Ads. When a form is submitted, the gclid must be passed along with the user information (name, email, phone, etc.). Typically, this is done through a hidden form field and a bit of JavaScript to capture the value and add it to the form field.

    As the lead progresses through the sales process, the gclid stays with the record. When the lead reaches a critical point, perhaps a Marketing Qualified Lead or a Sales Qualified Lead, the gclid, along with the conversion date and value (if applicable), is added to the Google Spreadsheet. 

    Depending on the process, you can also add the sale information. However, for many B2B and high-value B2C companies, the actual sale may take months to close. To provide Google with timely data, it may be advantageous to upload MQLs or SQLs. The sales and marketing teams need to make this decision.

    Tracking with Enhanced Conversion With First-Party Data

    Google Ad provides an option to enable “Enhanced Conversions.” When Enhanced Conversions is set up, Google tracks not only when a form is submitted but also reads the user inputs from the field and stores hashed data versions. This allows Google to better understand the users who submit forms. 

    When an offline conversion occurs, the first-party data (email, date, value – if applicable) is uploaded to Google just as the gclid data would be. Google then matches this to the Enhanced Conversion data to connect the value to the users. The uploaded data has to be encrypted using SHA-256 to hash it before uploading.

    Google has a couple of options for setting up Enhanced Conversions. Sometimes, Google can auto-detect the appropriate fields, which is pretty straightforward. Alternatively, you may need to “tell” Google which form field matches up to email, name, zip code, etc. The latter requires a bit of site work or the use of Google Tag Manager.

    Optimizing Google Ads with Offline Conversions

    Google Ad has two levels of Goals: “Primary” and “Secondary.” 

    The primary goals are used to optimize campaigns. They are the default conversions for optimizing, but can be opted out at the campaign level. 

    Secondary Goals are more observational. Google Ads does not use them to optimize the programs, but campaign managers can use them to run reports and see how changes to the campaign impact other important events.

    When setting up offline conversions, managers must decide if the form submission should be a primary or secondary conversion point. For the most part, the initial form fill should be secondary, and the offline should be primary. If there is a high form-fill-to-sale conversion rate, leaving the form submit as a primary conversion may be acceptable. This is another decision for campaign managers.

    With the offline conversion add to Google Ads, you can begin to manage your campaigns based on optimization targets. Setting the targets allows Google Ads’ AI to get the most value for you.

    Cost Per Acquisition (CPA)

    The CPA is set based on the target value of the lead at the particular stage of the sales process. If you set your MQL as the offline conversion, you can estimate the lead value based on the likelihood that the MQL will become a sale. 

    For example, if an average sale is worth $1,000 and your MQLs convert to a sale at 75%, the math is simply: $1,000 * 0.75 = $750 target CPA.

    Of course, you must also incorporate your actual margin per sale, lifetime value, etc. So, your actual target CPA is usually a bit more complicated than the sale value times the close rate. 

    Return On Ad Spend (ROAS)

    The target ROAS is the best option. It requires that Google Ads receive the actual sale value of each conversion. This allows you to set the amount of sales you want vs the ad spend. 

    If the goal is to generate $4 in sales for every $1 ad spend, the target ROAS is 4. 

    Rather than basing targets on averages and conversion rate assumptions, the ROAS method uses the actual sales and advertising dollars to optimize the campaigns.

    For a more in-depth discussion on Ad Optimization, we have this article.

    Reporting Conversions In Google Ads

    Google Ads provides many different metrics related to Conversion Value and Costs. From All conversions to “just” conversions, you can see the value of the results, the ROAS, or the cost per conversion. 

    While there are many ways to slice and dice conversions, selecting a method you will use consistently is key. Changing how you assess conversions makes it challenging to assess improvements over time. So, pick a method and stick with it unless it proves problematic.

    The best way to improve Google Ads performance is to dial in the conversion metrics as close to the sale as possible, using the actual sale and sale value as the best metrics. 

  • What Is A Google Ads Quality Score and Why Does It Matter?

    What Is A Google Ads Quality Score and Why Does It Matter?

    What is a Google Ads Quality Score?

    First things first: what is a Google Ads Quality Score?

    In a search campaign, Google will assign a quality score at the keyword level between 1-10. This score is an indicator of how well your ad ranks compared to other advertisers. The more relevant google deems your ad and landing page to the keyword, the higher the quality score.

    How Quality Score Is Calculated:

    There are three main components to calculating the quality score

    1. Expected Click through rate: This is Google’s estimate of how likely they think someone will click on your ad. Google pulls this number from your ads past performance.
    2. Ad Relevance: How well your ad matches a user’s search intent. Does it match the question or need of the user? The more relevant your ad, the higher the quality score.
    3. Landing page experience: Once someone clicks on your ad, what kind of experience do they have on your website? Google evaluates how helpful, relevant, and user-friendly your landing page is. Pages that are clear, fast-loading, and directly related to the ad’s message will earn higher marks.

    Google assigns each component a status of “Above Average”, “average”, and “below average” to create a quality score. Your rankings are based on how your ads have performed compared to other advertisers using the same keywords over the past 90 days. In other words, it’s not just about how well you’re doing, it’s about how you stack up against the competition. 

    Why Quality Scores Matter

    Quality Score might seem like just another metric in the dashboard, but it’s much more than that. Every time your ad is eligible to be shown, it is put into an auction against other advertisers. Your quality score indicates how your ads perform in the Google ads auction and can make or break the efficiency and success of your advertising. Here are the top five ways a high quality score affects your ads:

    1. Lower Cost-Per-Click (CPC)
      • Google rewards high-quality ads with lower CPCs. A higher Quality Score means you pay less for each click while maintaining or improving your ad position.
    2. Better Position
      • Even if your competitors are bidding more, your ad can still outrank theirs if your Quality Score is better. Ads with higher Quality Scores are more likely to appear in top positions on the search results page, increasing visibility and click-through rates.
    3. Higher ROI
      • When you’re paying less per click and getting better placements, your return on investment should improve.  You’re getting more value for every dollar spent, which is the ultimate goal in any marketing campaign. That said, a better Quality Score isn’t a guarantee of improved ROI; other factors like landing page performance, seasonality, and audience targeting also play a significant role in ROI.
    4. Increased Click-Through Rate (CTR)
      • Quality Score is partially based on expected CTR, and better ad relevance often means more people click. A higher CTR feeds back into improving the Quality Score.
    5. Relevance to Searchers
      • High scores indicate that your ads are well-matched to what users are searching for, which often means higher engagement and better user experience. You want to make sure that both keyword and landing page are relevant to searchers to improve down stream metrics.

    How to Improve your Google Ads Quality Score:

    Since Google’s evaluation is done behind the scenes, your quality score can sometimes feel like a mystery, but have no fear, there are ways to improve it! We can break down our changes into three categories: improving keyword relevance, improving ad quality, and improving landing page experience. 

    Improving Keyword relevance 

    Improving keyword relevance can be a bit of a balancing act, especially now that Google is heavily promoting its AI tools and encouraging advertisers to adopt broad match keywords. If you’re currently running campaigns with phrase or exact match types, you’ve likely seen suggestions nudging you to switch to broad match.

    While Google’s AI-driven recommendations can be helpful, they’re not foolproof. It’s still up to advertisers to monitor their search terms and ensure ads are showing for relevant queries. Fortunately, enhancing keyword quality doesn’t have to be overwhelming—start with these three actionable steps:

    1. Adjust Match Types: If broad match is pulling in irrelevant traffic, consider switching to phrase or exact, or pausing underperforming keywords to improve CTR.
    2. Use Negative Keywords: Your search term report is a super useful tool. Advertisers can use it to monitor and block irrelevant searches to improve CTR and ad relevance.
    3. Group Keywords Smartly: Keep ad groups tightly themed so your ads and landing pages stay aligned with user intent. Again, this is a bit of a balancing act with google suggestions but use your best judgment based on your knowledge of your account! 

    Improving Ad Quality

    Boosting your ad quality is a key step in improving CTR and, in turn, your Quality Score. Google rewards ads that are closely aligned with user intent, so the more relevant, engaging, and clear your ads are, the better they’ll perform. 

    Here are three simple but effective ways to improve ad quality:

    1. Match your ad copy to your keywords: seems simple and it is! But this can be something that slips through the cracks, so it is important to audit your ads and make sure your headlines and descriptions use your keywords.
    2. Use all available ad extensions. Don’t forget the bells and whistles! Sitelinks, callouts, and structured snippets add relevance and improve CTR.
    3. Test multiple ad variations. Run A/B tests to find the messaging that resonates most with your audience. Your findings might surprise you!

    Improving Landing Page Quality

    Landing page experience is one of the key factors of Google’s Quality Score and it’s one that often gets overlooked. Even if your ad and keywords are well-aligned, a poor landing page can drag down your score and your overall campaign performance. To improve landing page experience follow these helpful steps:

    1. Match the Message: Make sure the content on your landing page clearly reflects your ad and keywords. That might sound like a “no duh” moment, but it’s surprisingly common for advertisers to link to their homepage instead of directing users to a more relevant page. For example, if your ad promotes “Custom Office Desks,” the landing page should prominently feature that product, not just general office furniture.

    Depending on how built out your website is, this could be as simple as switching the destination URL or might require more effort to create new pages or update existing content to better align with your ad messaging.

    1. Optimize Your Landing Page: Google values landing pages that offer a smooth, user-friendly experience. Two key factors here are load speed and mobile usability.

    Slow-loading pages lead to higher bounce rates and a lower Quality Score. It is important to find and fix common issues like large images, unoptimized code, or slow server response times.

    Mobile-friendliness is equally important. Since most searches happen on mobile devices, your landing page should be responsive, easy to navigate, and quick to load on smaller screens. A clean, mobile-optimized design keeps users engaged and improves both ad performance and conversions.

    Final Quality Score Thoughts

    Quality Score isn’t just another metric, it directly impacts how much you pay and how often your ads show. A better score means lower CPCs, higher ad positions, and stronger performance overall.

    Focus on keyword relevance, ad quality, and landing page experience to move the needle. You don’t need a perfect 10, just consistent improvements that make your ads more useful to the people searching for what you offer.

  • Google Ads – Build Your Funnel as Goals

    Google Ads – Build Your Funnel as Goals

    Improve your Google Ads Conversion by more than 50%

    Google Ads keeps getting better at optimizing programs toward your Goals. The trouble is, too many companies use the wrong goal to optimize their campaigns and get leads that don’t convert to sales. Building the right goals within Google Ads will make all the difference in your performance.

    This is straightforward for e-commerce sites. Most of the widely used e-commerce platforms connect directly to your Google Ads account, sharing conversion and sales data. But if, for some reason, your e-commerce site is not directly connected to Google Ads, rectify that as soon as possible.

    Lead Form as A Conversion

    Things get tricky when there are multiple steps in the conversion process following the initial lead form submission or call. Most advertisers count the first form fill as the conversion and calculate the target Cost-Per-Acquisition (CPA) based on assumptions about how many form fills make it from the submission to become an actual customer (close rate) and the average customer value.

    The problem with this approach is that Google assumes every initial lead has the same close rate and therefore the same value. We tell it so when we set the target CPA. But that is not the case. The close rate can differ based on many factors, such as time of day, device being used, geography, partner site, search term (different than keyword), etc. 

    Google distributes ads across different websites. These are Google Ad Partners.  The calculation table below shows how Google Ad Partners generating the exact front-end conversion CPA can create leads with significantly different values. For Sales Qualify CPAs, the difference is 2-3x, and the ROAS can also be very different.

    • From Google’s perspective, leads from all partners will be given equal weight when optimized to Step 1. 
    • However, if you can move the optimization conversion point to Step 2, Google will recognize the significant difference in leads that get to Step 2 from Step 1,  and maximize Partners A and C over the rest. 
    • Better yet, feed sales data back and optimize to ROAS rather than CPA, and Google will know to maximize Partner C above all others.
    Google CPA SubmitMake it toMake it to
    Campaign Chanel PartnerSpendLeads- Step 1CPAStep 2 – Sales QualifiedStep 2 CPAStep 3 – SaleCost Per SaleRevenueAvg Order ValueROAS
    Partner A$3,37545$7535$9620$169$9,100$4552.70
    Partner B$5,62575$7531$18115$375$6,345$4231.13
    Partner C$1,72523$7521$8218$96$8,406$4674.87
    Partner E$4,87565$7532$15228$174$9,940$3552.04
    Partner F$6,67589$7531$21522$303$9,504$4321.42
    Google Campaign$22,275297$75150$149103$216$43,295$4201.94

    Pushing the optimization conversion point (Goal) in Google Ads allows Google to weed out more of the waste between the steps.  This will improve the Return On Ad Spend.

    Creating the Funnel In Google Ads

    Since you can add multiple conversions as Primary to your Google Ads account, you can set different points in the conversion funnel as Goals. 

    While you will set the Campaign optimization as the furthest in the funnel, all Primary Goals can be viewed in the report Results column. Though unnecessary, it helps us data geeks keep an eye on performance. 

    It also allows us to see if we are driving a lot of non-viable leads. This indicates that we have a messaging or a UX issue. Because of the time it takes to move through the funnel, only long-term views will yield relevant results. 

    In this example of one campaign, the “Converted leads” are the actual sales from the website leads. This can take place days or weeks after the initial lead, which is “Submit lead forms.”

     This current week, one-week view has all the Submit lead forms count for the week, but so far, only a small number of the “Sign-ups” as they won’t happen for a few more days or weeks after this time period.

    As time stretches, or we look back further in time, the Sales grow closer to the Submit lead forms.

    For this client, we also added a Sales Qualified Lead goal called “Sign-ups”. This step is between the Submit Lead and the Sale.  This allows us to keep track of the lead flow and see where we might have an opportunity to improve messaging and UX.

    How We Create Offline Conversion Goals In Google Ads

    Setting up online conversions for Google Ads is pretty straightforward. Google makes it easy. 

    But, offline conversions are more challenging, especially for small businesses that don’t have developer resources to create and manage the tools. But there are other ways to achieve this without automation.

    Core to achieving this is the Google Click ID (gclid) that Google Ads passes to the website when a user clicks on the ad. This will happen automatically when the Google Ads Account settings have “Auto Tagging”  enabled. 

    When the lead is submitted, we capture the gclid and pass it along with the user information and store it in the CRM. 

    We have Google Sheets connected to Google Ads goals and set to refresh each evening. This provides a regular flow of updated lead information.

    In the sheet, we have the unique transaction ID, the gclid, the sale timestamp, and the sale amount. When all is properly formatted, Google pulls it in and attributes the sales based on the gclid and value. The client adds to the sales records in the spreadsheet periodically.

    This just covers the surface of better Google Ads optimization. Advertising programs can see tremendous results when we combine our knowledge with Google’s AI. 

    Is your Google Ads account optimized for actual sales or just initial leads? We can audit your current setup and show you exactly where you’re losing money in your funnel. Contact us for a free 15-minute conversion tracking assessment.

  • Why Don’t I See My Remarketing Ads

    Why Don’t I See My Remarketing Ads

    “Why don’t I see my remarketing ads?” is a question we get asked. Or, some variation like, “Our CEO isn’t seeing our remarketing ads, how come?”, “Employees are always on our site but don’t see remarketing ads. What’s wrong?”

    Often, the correct but unsatisfactory answer is “because they shouldn’t.”

    The Purpose of Remarketing Ads

    Before we get into why you may not see your remarketing ads, we should talk about why we are running them in the first place. The short answer is to drive more business. But, we need to understand the role the website has in driving that business.

    For most remarketing, we are trying to encourage a specific action—E-commerce sales, lead form submission, app download, newsletter sign-up, etc. Remarketing ads are intended to nurture the prospect to take action. When the action is taken, we consider the campaign a success.

    Who Are We Targeting with Remarketing Ads

    Our target is people likely to convert and take the desired action. 

    While many people may visit the website, only a subset of visitors are good prospects and should see our remarketing ads. An efficient and effective remarketing program targets the best prospect, not everyone who visits the website.

    Past Methods to Hone in on the Remarketing Targets

    To eliminate wasted impressions, we were limited to a few tactics to narrow down the people who saw our ads. These were ‘best guesses’ weeding out those less likely to convert.

    Time-based Audience Filter

    One approach is to look at the time lag from the first visit (or most recent visit) to the conversion and use that (or something close) as the window during which a visitor would remain in the remarketing audience. The idea is that the time to decide was relatively the same regardless of who the person bought from (or contacted, downloaded, etc.) Once outside the time window, they’d be removed from the remarketing list.

    Frequency-base Audience Filter

    How often does someone have to see your message before deciding to buy? Frequency can be a number of times per day, week, month, or max exposure. At some point, we have to know that they don’t want our product or service, and we need to remove them from the remarketing audience. That frequency will vary by industry, product, or even company. It’s not the same for all campaigns, so advertisers have to make the assessment for themselves.

    Counter Action Audience Filter

    This is challenging, but identifying actions that indicate a user is not really interested (or serious) can filter them out of a remarketing audience or switch them to a different one. 

    Car dealerships selling sports cars and minivans may have two different lists, one for sports cars and another for minivans.

    A visitor may spend a few minutes on the sports car page and be tagged for the sports car remarketing campaign. 

    But, then, they spend much more time on the minivan pages, diving deep into options and the configurator. The minivan remarketing list is the better match based on their actions. 

    The user should be dropped from the sports car remarketing list and added to the minivan list.

    AI and Managing Remarketing

    While we can still place our filters on remarketing, AI has rendered our input redundant, if not counter-productive. With access to information we can’t imagine and could never process, AI is far better at remarketing (and other campaign types). 

    While our past efforts have been to weed out as much waste as possible (and likely do it poorly), AI goes at it from the other side. AI is finding the best prospects and actively nurturing them to a conversion. 

    AI uses on-site and off-site behavior, matches profiles to past converters, and dynamically delivers messaging in a way humans cannot. 

    How does AI Managed Remarketing work

    With an AI-managed remarketing campaign, we set objectives, and the AI strives to achieve them.

    Common AI Managed Campaign objectives are based on the following:

    • Target Cost Per Acquisition
    • Target Return on Ad Spend
    • Maximize Conversions
    • Maximize Value

    The AI will manage the campaigns to hit the targets within the budget. 

    Why You Won’t See Your Remarketing Ads

    In the past, our best efforts would still result in every visitor seeing remarketing ads. It was just a matter of how long/how often.  

    But, with AI, the delivery is more selective. Ask yourself: 

    “If I had limited funds, would I spend them delivering ads to myself or someone else who visited my site?”

    With an AI-driven remarketing campaign, you very likely won’t see your ads. You simply do not match with the most likely-to-convert profile (or even remotely-likely-to-conver profile.) 

    How Do I Show Remarketing Ads to Everyone Anyway

    Don’t trust the AI and want everyone on your site to see your ads? You can do that.

    Use impression-based bidding, set high viewable CPMs, and ensure your budget is big enough to cover the size of your remarketing audience. Since your goal is to be seen, you want to be sure you are not capping your frequency too low. Multiply your audience by the desired frequency, and you have your target impressions level for which you should budget. The budget depends on the CPM estimate from the channel you are advertising.

    Manage your Remarketing to Achieve Your Goal

    Not being able to see our ads can be unnerving at times. We have to trust the results. In a world where seeing is believing, not seeing the ads leaves a gap hard to reconcile. “If I don’t see it, how do I know someone else did?” With AI, that is the world we live in now. We provide the inputs and have to wait for the results. What comes in between is often unseen.

    Trying to keep up with SEM? A good PPC info source is https://searchengineland.com/.

  • Amazon Prime Days and Google PMAX Shopping

    Amazon Prime Days and Google PMAX Shopping

    October Amazon Prime Days ran 10/8-10/9, and they were promoted for weeks prior. Since August, Oct Prime Days have been carried in the press and supported with mailers, emails, and ads.  Whether real or perceived, price reductions have a significant impact on shopping behavior.

    How Are PMax Shopping Ads Affected by Amazon Prime Days?

    We have clients running PMax Shopping campaigns, and they all changed significantly during the week of Prime Day and the days around it. Usually, suffering lower ROAS or higher CPAs.

    Why does PMax performance change during Prime Days

    PMax are AI campaigns, and they respond to data. With enough data, they learn to optimize campaigns to maximize ROAS, minimize CPA, or hit specific targets. Over time, they are very effective at optimizing programs. 

    What PMax is not good at is quickly adapting to changes in the stream of data. With big enough changes, the campaigns may enter a learning phase. Sometimes, they simply don’t perform well. Prime Days introduced a short-term shift in shopping behavior. 

    In some cases, the lower prices in Amazon for a category moved purchases away from the site and onto Amazon. So, clicks that usually converted did not. The people expected lower prices and went to Amazon. 

    Delayed purchases in the days leading up to Prime Days may also create changes in the data. Like Black Friday/Cyber Monday, people hold off until they purchase on the sale day. Unlike BF/CM, Amazon is the only place for the Prime Days sale and was heavily promoted.

    Normally,  competitor sales may have some impact on each other. However, when it’s Amazon, the scale of the sale, the expectations set by Amazon promotions, and the resources Amazon puts behind them have a significant impact on other sales outlets.

    PMax Options During Prime Days

    There are a few approaches to handling the impact of Prime Days on your Google PMax Shopping campaigns. From trying to compete head-on to shutting down for the time being and some steps in between, advertisers can take steps to leverage or mitigate Prime Days.

    Make no Changes to PMax

    Letting the PMax campaign run as usual is an option. You can accept the lower performance over the week or so during Prime Days and allow PMax to adjust when things return to normal. 

    Compete With (leverage) Prime Days

    If you sell on Amazon, you don’t want to, and you are likely not allowed to promote lower prices on your site. But if you don’t sell on Amazon, can you compete? 

    Amazon Prime Days spurs more shopping. But people are looking for deals. Can you compete on price? Does obtaining a new customer create a lifetime value that warrants low or no margin on a sale driven by the Prime Days frenzy? If so, it may be worth lowering prices to entice purchasers. This is a business decision many struggle to work out.

    Shut Down PMax

    Alternatively, you can pause the PMax campaign. This will prevent spending, obviously. The hope is that when you restart, it will not take as long to hit its stride. But keep in mind that shutting it down and unpausing it can launch a learning phase.

    Unlike the holiday season, when almost all channels and categories carry sales/promotions, Prime Days is a one-sided event. It speaks volumes that one channel carries so much influence that it has a material impact across categories in other channels. You can’t escape it, so choose the path and plan accordingly.

    PMax: Why AI & Data-driven Optimization Can Be Fragile

    Over the long run, AI optimization will generally outperform manual optimization. There are exceptions, and I suspect those exceptions will become fewer as AI improves. For all the long-term benefits, advertisers must accept some short-term heartburn.

     Among other things is the AI’s sensitivity to changes in data inputs. Prime Days is an example of an indirect event having a direct effect.

    PMax campaigns optimize based on all the traditional inputs (though it controls them), like budget allocation, bidding, and targeting. These used to be (and, to some degree, still can be) controlled by the campaign manager. But for PMax they are controlled by the AI.

    This works well because the data inputs also include buyer behavior throughout, and even tangential to, the purchase process. The AI sees patterns that let it know when to bid on what inventory (Search, GDN, YouTube, Gmail, etc), how much to bid, and what the user might do next. The AI can nurture a person through the buying process. 

    The very thing that makes AI so good at optimization also makes it fragile to changes in data input. If buyer behavior suddenly changes, AI bidding based on past behavior does not drive the same anticipated action. 

    AI has to see the new behavior repetitively to adjust. If the change is short-term (like Prime Days), it applies old information to the new behavior. Then, as the behavior changes back to normal, the AI is trying to adapt to the recent behavior of Prime Days. It can take a couple of weeks to re-learn based on the data changes. 

    Plan and Manage the PMax Strategy

    PMax is about strategy, which is a long-term view. Fluctuations in the PMax performance are normal and managers should not attempt to make changes based on short-term changes. While a given week or two may be up or down, it is the long-run optimization that makes PMax powerful.

  • Evolution of a PPC Agency

    Evolution of a PPC Agency

    There is a lot of talk about artificial intelligence in digital marketing and its impact on us as an agency, specifically in PPC advertising. For over twenty years, I have seen a lot of changes in the search engines.  We’ve gone from managing the minutia to strategizing with AI.

    Some of the changes in the PPC world and where it lands us as a PPC agency:

    The Search Engine Competitors

    In the early years, the change was about the players. As the different search engines competed for PPC marketing dollars, the number of paid search engine options faded over time. Yahoo! and Ask had dedicated sales teams, then eventually stopped selling and simply incorporated competing search engines into their search tools. Google and Microsoft are the last two (viable) PPC search engines. 

    Through all this time, Google set the standards that the others tried to emulate. From consumer-facing features to ad management UI, most tried to copy Google. We are at a point where Microsoft simply says to import your Google Ads or Google Merchant data directly. 

    As an agency, it is easier to deal with a few players, but it seems restrictive in the search space.

    Google Ads: From complete control to black-box

    Focusing on Google which set the stage for all search engines, Google tried to provide the PPC managers as much information and control as possible. The search management landscape is unrecognizable in today’s environment. Take these examples:

    Long-Tail Search Term

    When Google reps visited our agency, one of the first strategies they encouraged was an exceptionally well-built-out keyword list with well-structured ad groups. Having five- or more-word search term targets was very common. Creating ad groups focused on very finite terms created a competitive advantage. 

    You could find terms on which very few competitors were bidding, thus creating very low-cost CPC programs. While everyone was bidding on head terms, only those who did a great deal of work built out long-tail programs. 

    Google effectively killed long-tail PPC programs by implementing “low volume” barriers to creating a search auction. Now, Google has forced us to compete with head terms (or very close), inflating the cost for any advertiser who managed long-tail terms.

    SKAG – Single Keyword Ad Group

    One strategy implemented by many PPC agencies and managers is the SKAG. It was very targeted, with very tight ad copy and landing pages. Running the SKAG was a lot of work, as was managing the ad groups and the negative match type to funnel the correct ad to the best search.

    Google effectively killed this strategy by no longer honoring match types. When your ad group ad can show for searches that Google deems “mean the same” and seems to grow the list of “qualifying searches” as you increase your negative keyword list, the SKAG loses its validity.

    CPC Max Bid – still available, lease valuable

    From Enhanced bidding to CPA to ROAS, CPC Max Bid has all but lost its meaning. You can absolutely do this. But, with the advent of AI, manual bidding is highly inefficient and perhaps even detrimental to a PPC ad program’s success. 

    With the advent of PMax campaigns and CPA/ROAS targeting, the CPC quickly becomes irrelevant. This is where AI is making itself felt.

    What Does AI Mean for a PPC Agency?

    For any agency or in-house PPC manager, the direction of Google Ads will greatly reduce the time spent on tactical implementation and increase the focus on strategy. 

    This is a difficult switch for larger agencies or any PPC agency that built a team dedicated to managing the tactical implementation of paid search, which almost all have. I have seen recent PPC agency recommendations that make it clear that the agency is still clinging to the old tactics (old being just a couple of years). To shift from tactics to strategy, agencies have to reduce staff at the lower to mid levels and hire/promote staff at upper-mid levels to work with clients.

    It makes managing the client relationship more challenging on two fronts. 

    One is that helping clients transition from the tactically focused account structure to a more strategic/AI-centric approach is difficult. Clients are used to seeing very detailed campaign builds and reporting. As one agency put it, manually managing the program gives you more control… but not better results. Clients feel better with the control. As an agency, we have to help them look past the lack of direct control and see the results.

    Two, fee structures are based on the old paradigm. With hours baked into tactical actions that are no longer needed, agencies must reevaluate their fees with current and new clients. These hours and the agency’s profit based on them are going away. It can be challenging to take steps to reduce the agency billings. It’s a bit frightening to give up the revenue, and let’s face it, a bit of an ego hit. But our industry is changing, and we need to adapt and be fair.

    The pace of change in the pay-per-click industry is accelerating. Agencies should be leading their clients down this path with a result-centric, strategic approach. Waiting until you have no choice when Google and other channels force the use of their AI, will leave the agency and the clients behind.