So, the action Google suggests is to raise the budget. While it’s definitely good for Google, it’s not necessarily good for your business. Here is…
Read MoreGoogle suggests a budget increase? See a better idea: what to do instead.
Quality Score Improvement May Reduce your Profit. What to Improve Instead.
They tell you about possible positive outcomes of a higher Quality Score, but they don’t tell you that a higher QS saves you money only in some cases, and actions you make to increase the QS may have a negative impact on your profit.
Read MoreShould you adhere the “COVID-19” advice for advertisers?
If you remove all the BS and fluff from the “COVID-19” advice they give to advertisers, it boils down to the following. 1) They…
Read MoreIf your conversion rate has dropped by 50%, by how much to decrease a bid?
Let’s say, your conversion rate has dropped by 50% due to coronavirus or due to any other issue. By how much should you decrease your CPC bid? The most common wrong answer is “decrease by 50%”. Learn in this article, why this is wrong and what is a better option.
Read MoreHow to cut Google Ads’ spend with minimal reduction in profit
The most common unproductive way to cut Google Ads’ spend is to decrease manual cost-per-click bid or pause keywords based on their individual performance.
Read MoreAvoid the main pitfall of bid management
It reads something like: “address the poor performance of a keyword by decreasing its bid or even by pausing it, react to a good performance of a keyword by increasing its bid”. What’s wrong with this approach?
Read MoreFix the cause of poor performance instead of trying to fix the consequences
The poor performance of a keyword is a consequence of the influence of a number of factors. There are 2 ways you can address the poor performance of a keyword or any other entity in an ad account, like location, age, gender, time of the day, device, etc.
Read MoreLower Bid => Fewer High-converting Auctions
You’re running into a major issue after you’ve reduced bids. You participate in high-converting auctions less often. Why do such things happen?
Read MoreStats per keyword are misleading – they obscure what’s really happening
When you change the bid for a keyword in a non-exact match, you’re changing the query mix because it becomes eligible for a different set of queries.
Read MoreChanging a Keyword’s Bid or Pausing it Changes Which Keyword Triggers an Ad for the Same Query
Google has several rules that define, which keyword participates in an auction. And, quite often, it is not the keyword that matches the search query exactly. This is why:
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