Insights, straight from the floor
Articles, reports and benchmarks from our daily practice.
Demand Gen in Google Ads: what it is, how it differs from Performance Max and when it pays off
Demand Gen in Google Ads: where ads run, the budget and conversions it needs, how it differs from Performance Max and when it makes sense.
Remarketing in Google Ads: how it works after cookie consent and how to build lists that sell
Remarketing in Google Ads: how it works, the types, how many people land on a list under cookie consent and how to set up segments, exclusions and caps.
Quality Score in Google Ads: what it consists of, how it affects click cost and how to raise it
Quality Score in Google Ads: three components, impact on cost per click, where to find it and how to raise it. A practical guide with a worked example.
Negative keywords in Google Ads: match types, lists and examples that save budget
Negative keywords in Google Ads: match types, where to add them, shared lists and mistakes. How to filter out queries with no buying intent and save budget.
Target CPA or Target ROAS: Which Google Ads Bidding Strategy to Choose
Target CPA or target ROAS in Google Ads: when each Smart Bidding strategy fits, how many conversions you need and how to set the goal.
Offline Conversions in Google Ads: How to Tell Your Campaign Which Lead Actually Bought
Offline conversions in Google Ads: how to store the gclid, link leads to your CRM and send sales back, so Smart Bidding learns from customers.