Search and Shopping traffic may seem to be a relatively higher Cost per Click (CPC), but there is a reason for that. These people are actively searching and looking to buy right now!. As a result, Search and Shopping conversion rates tend to be amongst the highest,...

If revenue is your goal, there is no point at all in spending less than you could spend on your best campaigns, in favour of lower performing ones. When you set up your campaigns, you will want to pay close attention to what the Return On Ad Spend is for each...

To set up a responsive display ad you just need a square image and a horizontal image and a logo. Add a bit of text such as a catchy title and call to action and you’re good to go. Google asks for lots of pictures in the same ad, but I think you have more control if...

I might have set up a false dichotomy here, as the most profitable outcome will be somewhere in the middle since you don’t have to get the absolute top rank to get a click. But the thing is, if clicks from the best audiences cost you $1.20 and clicks from the worst...

Rather than just targeting everyone, your campaigns have a much better chance of being profitable if you can pinpoint the criteria that makes up an ideal customer and target them first. Your campaigns should be set up like a waterfall - first target the best people,...

If your brand becomes synonymous with the generic term for your product or service then ironically your brand name turns into generic keywords for all your competitors. For example, if you search for “texta”, the pens that pop up in Shopping campaigns will probably...

I have a client who sells in a highly competitive product category and their product is a market leader. As a result their competitors target their own Google advertising at my client’s brand name to pick up people who are in market for the category. It gets really...

This is even more important for Shopping ads and businesses with generic keywords in their name, because your competitors will be all over your search terms. Test this for yourself - type in your business name into Google and see if there are any text ads. Then look...

We calculate the Return On Ad Spend for the “best” audiences vs Everyone Else, and with the exception of some businesses that sell very generic products or services, the targeted audiences always do better. The thing is, there is usually a higher number of people in...

When you get repeat business you can afford to scale more aggressively through paid advertising. The reason being, the lifetime value of the customer less the initial cost to acquire the customer and less the cost of goods sold ends up being a much bigger profit. If...