Impression Share

How to use Impression Share Analysis to Get More Google Ads Conversions

March 20, 2024 Brad General, Google Ads Insights

Impression Share can be used as a diagnostic tool, along with other analyses, to determine the steps you need to take to get more conversions for your current keywords. Let’s take a look at Impression Share and how you can analyze this data to determine how to get more conversions or revenue out of your […]

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 […]

6 Common PPC Predictions that Will Not 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 […]

Join us for Free at SMX Next on November 14-15

November 8, 2023 Brad General

SMX Next is fast approaching, and best of all – it is free! Brad will be speaking in the session: It takes two: Finding the balance between automation and creativity. The session will cover: How does target vs max CPA/ROAS bidding really work? This is an expansion of our recent article on the subject. Working […]

How Audience Bid Adjustments Work with Target CPA & Target ROAS Bidding

October 31, 2023 Brad General

Most of the time, accounts that are using smart bidding (i.e. automated bidding) ignore bid adjustment since most of them do not work with automated bidding. If you are using “max” bidding, then you can’t use bid adjustments (with the exception of max clicks, which we are not discussing today). If you are using “target” […]

When to use Target vs. Max CPA & ROAS Bidding Strategies for Google Ads

October 17, 2023 Brad General, PPC Management

Target and Max bidding are separated by a single checkbox. However, the implications of that single check can be quite large in how your campaign performs. In this article, we’ll explain the differences in the bid methods and when to use each one based on your data and your goals. What is Max Conversion & […]

How to Test RSAs like a Pro

Watch the Video of our SMX Advanced Session: How to Test RSAs Like a Pro

October 3, 2023 Brad Ad Testing, General, PPC Management

At SMX Advanced we covered a large variety of RSA topics, such as: Why ETAs outperform RSAs How to increase RSAs effectiveness Ad elements you should include in your ads How Ad Strength affects your data What Pinning does to your RSAs Four different ways to test RSAs We hope you enjoy the session 🙂

How to Build Highly Effective Google Ads Custom Audiences

June 6, 2023 Brad General, PPC Management

Google Ads custom audience segments can be a powerful way to reach your target market. Unfortunately, most custom segments aren’t created correctly. These segments either use too many targeting options, skip over vital settings, or are built for mass views as opposed to reaching the correct audience. In this video, we’ll walk you through how […]

How to Evaluate Search Partners on Google Ads & Microsoft Ads

February 14, 2023 Brad General, PPC Management

Google Ads has two different networks where your search ads can show. The first is the most familiar to advertisers,, and Google owned sites such as Google Play, Google Maps, Google Shopping, and other Google owned properties. The other network is known as the Google Search Network. These are non-Google owned sites that show […]

One of the Biggest Mistakes with RSAs is Ad Group Organization

January 10, 2023 Brad General

The story around RSAs (responsive search ads) is fantastic. You should add several keywords to an ad group and then write an ad with a variety of assets. The magic of Google Ads will then create ads in real time to find what overall combination of assets works best for your account for that specific […]

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