TagAutomation

From Google Smart Bidding and ad customizers to campaign experiments and PPC bid management, learn more about the many ways ad automation can help (or hinder) your paid search success.

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Target ROAS for You, Inefficient Spend for the Hoi Polloi: What to Expect as Google Collapses Bidding Strategies

By Andrew Goodman
In Advanced Features, Methodology
March 12, 2021

In SOPPC 21 and 22, I wrote about the various automated “Smart” bidding strategies offered by Google to advertisers who have clear goals and who are looking to save a bit of time managing bids and underlying bid adjustments. Earlier I also wrote about the prerequisites for this type of bidding to result in positive business results. I must continue to stress: there is no “retire to...

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The New World of Competitive Metrics: Life After “Avg. Pos.”

By Andrew Goodman
In Advanced Features, Keywords, Measurement & Analytics
January 14, 2021

Many PPC’ers were distraught when, in 2019, Google sunsetted the average ad position metric in Google Ads. That metric was one of our go-to decision criteria for bid aggressiveness. Even if your approach to bidding should align with financial KPI’s like CPA (Cost/Conv.) or ROAS (Conv. Value/Cost), you don’t want to “bid through the top of the auction,” so monitoring position would...

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Three Clever Ways to Use Google Ad Customizers

By Andrew Goodman
In Ad Creative, Advanced Features
November 19, 2020

By virtue of campaign structure – ideally a structure that is well-categorized, thematic, or “granular” – PPC ads are supposed to be highly relevant to the keyword search performed by a user. In a way, we consider these ads to be inherently personalized, even if we don’t know a great deal about the user. But that’s only a baby step along the way towards the promise of richer...

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Will a Loss of Google Ads Search Query Reporting Actually Relieve us of Toil?

By Andrew Goodman
In Keywords, Methodology
October 22, 2020

Google’s recent decision to cease reporting on low-impression search queries – a minor nuisance, at first glance – appears to unleash more complexity than one might think. It has certainly produced strong opinions. The long and the short of it is: if, as an advertiser, you were accustomed to a reporting standard that would show you something like 10,000 unique queries (mapped to...

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Tags

Amazon (2) Automation (11) Bidding (17) Cognition (14) Collaboration (6) Landing Pages (5) ML/AI (12) Strategy (37) The Almighty User (20) Workflow (22)

About the Author

Andrew Goodman is Founder & President of Page Zero Media. His accomplishments include writing the first-ever full-length book about Google AdWords, heading up this Google Ads Premier Partner agency, maintaining a string of 48 consecutive speaking engagements at Search Engine Strategies in North America, co-founding a startup called HomeStars, and wearing the dickens out of a lab coat at the SMX Advanced session called Mad Scientists. His active lifestyle requires increasingly elaborate bowls of yogurt. He works from the Toronto office as well as a home office in Fredericton, NB.

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