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…

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.

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.

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?

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.

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?

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.

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:

3 conversions from 10 clicks mean your conversion rate will be somewhere between 9% and 60% in the future. Learn more in this post.

When a user is browsing sites like Facebook or Fox News, they aren’t there to learn more about your product. This is why an ad…