There are 4 steps to evaluate your investment of branded keywords – judge performance then segment and calculate incrementality and adjust your targets based on that incrementality. Advertising on branded keywords is often misunderstood. Advertisers either take too much credit…
Advertisers, AdSense publishers and YouTube creators will be prohibited from running ads or monetizing content that contradicts scientific consensus on climate change. Google will introduce a new policy for advertisers, AdSense publishers and YouTube creators that prohibit ads for, and…
The changes are based on Partner feedback around badge criteria and more clarity regarding Program benefits In an email to Google Partner Program members around the world, Google announced changes to the Program structure and badge criteria. The changes were initially…
Recent change in consumer behavior has put local search on the map. Consumer behavior has fundamentally changed and put local search well and truly on the map. Due to restrictions on movement, more and more consumers realize the ease and…
The demise of third-party cookies brings the opportunity to close the gap in consumer insights. With the recent acceleration of e-commerce, digitally native brands are getting smarter by using more technology to better understand their consumers. Yet, established brands across…
Attributes, like bid and status, can still be edited, but you’ll have to convert to phrase match if you want to edit the keyword text. As of late July, advertisers will no longer be able to create new broad match…
Frustrated by the lack of demographic data available for search ads? Contributor Andrew Ruegger shares his method for obtaining demographic information at the keyword level. Advertising in search is often difficult to conceptualize for many brands because of how different…
Looking to get those AdWords alerts out of your email inbox? Columnist Russell Savage shows how you can use AdWords scripts to send these alerts to Slack instead. Ugh, email. For years, we’ve tried to get rid of it, but it…
A lot has been said about how to best structure search and shopping campaigns, but what about remarketing campaigns? Columnist Susan Waldes discusses her formula for successful remarketing campaign structure. Last fall, I had a great time participating in “The Great…
Closing the online-offline attribution gap is difficult, but strides have been made in recent years. Columnist Mona Elesseily discusses some of Google’s innovations in this area and how they might be expanded in the future. There have been huge advances…
