CategoryAdvanced Features

Advanced Paid Search Features

Dig into some of the most powerful advanced paid search features, from new competitive metrics and campaign experiments to hot-ticket automation like Smart Bidding and Dynamic Search Ads.

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Should You Narrow Your Sights for Geotargeting? How Google Ads Makes it Easy

By Andrew Goodman
In Advanced Features, Methodology
2 weeks ago

As the industry chatter – driven by relentless messaging from Google – revolves increasingly around Smart Bidding options that take bid adjustment levers out of your hands, Google nonetheless continues to layer in more precision in some aspects of the Google Ads interface (and the associated API environment). To continue beating the drum on this subject, Smart Bidding: Doesn’t seem nimble; often...

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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
4 weeks ago

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 a spacious...

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What Do We Know About “Unknown”? What May or May Not Be Going on Inside That Elusive Demographic Segment

By Andrew Goodman
In Advanced Features, Measurement & Analytics
1 month ago

Once upon a time, U.S. Secretary of Defense Donald Rumsfeld noted: “…as we know, there are known knowns; there are things we know we know. We also know there are known unknowns; that is to say, we know there are some things we do not know. But there are also unknown unknowns—the ones we don’t know we don’t know. And if one looks throughout the history of our country and other free...

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Four Misconceptions About Audiences for SEM

By Andrew Goodman
In Advanced Features, Measurement & Analytics, Methodology
2 months ago

Audiences, layered over other means of targeting in PPC platforms like Google Ads, can provide us with further means of refinement in our marketing campaigns. If one delves into all of the available types of audiences, the prospects can seem tantalizing. For years, the main types of audiences used tended to be for remarketing. In many cases, that hasn’t changed. Not only can you come up with...

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

By Andrew Goodman
In Advanced Features, Keywords, Measurement & Analytics
3 months ago

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 be useful to...

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Amazon (1) Automation (11) Bidding (13) Cognition (14) Collaboration (3) Landing Pages (5) ML/AI (9) Strategy (32) The Almighty User (18) Workflow (20)

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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