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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Three Clever Ways to Use Google Ad Customizers

By Andrew Goodman
In Ad Creative, Advanced Features
5 months ago

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 personalization...

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Five Ways to Keep Smart Bidding From Acting Not-So-Smart

By Andrew Goodman
In Ad Creative, Advanced Features, Methodology
6 months ago

In this week’s instalment I have one sharp new tip, and a few reminders of other key ways to use Smart Bidding without getting into hot water. As PPC account managers, many of us want some control. Yet under typical conditions, Smart Bidding in Google Ads gives us zero levers to pull. Boo. Well, look over here as I peel back the vinyl covering (it looks like a BBQ cover, but it has the Page Zero...

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Does Smart Bidding Make Life Simpler? That’s a Definite Maybe

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

Online advertising scales, if you let it. Once something scales, complexity threatens to drown us. That’s why we must use Occam’s Razor at times. Recognizing this, Google has packaged Smart Bidding using shorthand terminology and easy implementation in a bid (pun unintentional) to reduce the number of decisions facing human account managers. That could help you. On the other hand, if you’re a...

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Selecting a Bid Strategy: Top Two PPC Bid Strategies to Avoid

By Andrew Goodman
In Advanced Features, Methodology
7 months ago

Selecting a bid strategy is pretty much the make-or-break Google Ads campaign setting. For novice advertisers, this decision passes by in a whisper of time. Many have no idea as to the nuances of the reign of terror they’ve just unleashed – an environment conducive to massive waste, masquerading as an ad campaign. When pay-per-click search advertising was invented, there was no such thing...

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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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