I keep opening Google Ads accounts that look like they’re straight out of 2020. While we’ve made huge strides with Performance Max and Demand Gen, Search seems stuck in the past. The biggest culprit is over-segmentation, and it’s crippling performance for most accounts by fighting against Smart Bidding and the way Google actually works today. […]

Intro Feed-based Search Ads is still criminally underutilized by most Google Ads marketers. Over the last two years, we’ve generally heard a lot of interest, but most people don’t get it. Most think it’s about recreating the same campaigns you already have while running more dynamic ads. The benefits end up being weak. For example:

Summary Your keyword is not the same as the search term for which your ads show. Though three match types exist, you should only use exact match and phrase match in 95% of cases. Organizing campaigns per match type is no longer relevant. Broad match keywords are mostly irrelevant for eCommerce, and Dynamic Search Ads are a much

Coming up with the perfect Google Ads campaign structure is an art in itself. There are many different ways to structure your accounts, and few of them are outright wrong. On the surface, account and campaign structure might appear to be subjective. One person likes to do things one way, and another likes a different structure.