N-gram analysis: The secret to scalable search term management in Google Ads

April 16, 2025 Brad General, PPC management, Search terms

Managing search terms is one of the most time-consuming tasks in Google Ads. Since search terms are the actual queries users type into a search engine, they must be reflected in ads and landing pages to avoid wasted ad spend. Not all search terms are relevant to your business. It’s crucial to review them to […]

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Launching a new Search campaign: What to watch in the first month

March 19, 2025 Brad General, PPC management

When you launch a new campaign, it can take time to gather enough conversion data to make informed decisions. Early on, it’s helpful to check that your campaign is bringing the right type of traffic to your website. Once you start to accumulate conversion data, you can assess your targeting and settings to refine the […]

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Seven reasons PMax is stealing your Search impressions

February 27, 2025 Brad General, Google ads insights, PPC management

PMax and Search can work together effectively — if managed correctly. If not, PMax can cannibalize impressions from your Search campaigns, hurting overall account performance. Our recent research showed that: 67% of PMax campaigns have search terms that overlap with Search campaigns. When search term overlap exists, PMax has more impressions 61% of the time. […]

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The hidden impact of Performance Max on your Search impression share data

January 14, 2025 Brad General, PPC management

Impression share is a critical metric for understanding your Google Ads performance. It shows how often your ads appear and provides valuable insights for optimization. However, when you run Performance Max (PMax) alongside Search campaigns, your Search impression share data becomes less reliable. In this article, we’ll explain how PMax affects this data and share […]

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Is Performance Max cannibalizing your Search ads? A deep dive into search term overlap

December 12, 2024 Brad General, Google ads insights

Understanding how Performance Max (PMax) and Search work together can be challenging. Is PMax cannibalizing Search ads? Google Ads doesn’t make auditing PMax search term data easy, requiring extensive downloading and spreadsheet analysis to identify meaningful trends. That’s where our research at Adalysis comes in. Through our PPC management platform, we have access to unique […]

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Should you remove redundant keywords?

July 3, 2024 Brad General, Keywords, PPC management

Are your search campaigns clashing with PMax? Find out if removing redundant keywords is the right move for your PPC strategy. On your recommendations tab in your Google Ads account, you’ve probably seen this very common suggestion: Remove redundant keywords. Should you follow it? Will it help or hurt your account, especially with how many match […]

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Five steps you should take before using broad match keywords

April 30, 2024 Brad General, Keywords, PPC management

Google has once again ramped up its push for advertisers to use broad match across their accounts, regardless of the circumstances. While broad match operates differently from other match types, these differences aren’t always beneficial. There are five steps we’d recommend to make sure the switch works for you, starting with understanding how broad match […]

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How to use impression share analysis to get more Google Ads conversions

March 20, 2024 Brad General, Google ads insights

Impression share analysis is a diagnostic tool that helps you determine how to increase conversions for your current keywords. Let’s look at how to analyze this data to get more from your account. Impression share (IS) is the percentage of times your ad was displayed compared to how often it was eligible to be displayed. […]

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Learn the intricacies of Target vs Max CPA and ROAS bidding [Video]

January 18, 2024 Brad General, PPC management

Target and Max CPA/ROAS bidding are the most common automated bid solutions used by Google Ads accounts. There are some subtle differences between how these two systems work that can cause dramatically different results. In our last SMX Session, one of the sections we covered was target vs CPA bidding. Here’s a 17 minute, highly […]

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Six common PPC predictions that won’t come true in 2024

December 5, 2023 Brad General

It’s that time of the year when we start thinking about what’s coming next. While making predictions for the upcoming year is very common, we decided we’re going to talk about common predictions that we do not think will happen next year. Match types are Removed Google has been exceptionally lenient in how they are […]

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