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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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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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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Google Ads bid strategy: when to use Target vs. Max CPA & ROAS

October 17, 2023 Brad General, PPC management

Table of Contents What is Max Conversion & Conversion Value Bidding? What is Target CPA & Target ROAS Bidding? The Pros & Cons of Max Bidding The Pros & Cons of Target Bidding Our General Rules for Which Bid Method to Use Target and Max bidding are separated by a single checkbox. However, the implications […]

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How to Test RSAs like a Pro

Watch our SMX Advanced session: how to test RSAs like a pro [Video]

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 🙂

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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 […]

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