Hidden Google Money Grabs: Targeting Expansion

Last week I posted an article describing the fact that many advertisers lose money due to the default advanced geotargeting settings in every campaign.

This week I’ll describe another hidden “grab” that causes every Google Display Network ad group to lose money – by default.

Targeting Expansion

The culprit is a hidden ad-group-level “feature” called “Targeting Expansion”. Continue reading “Hidden Google Money Grabs: Targeting Expansion”

Hidden Google Money Grabs: Geotargeting

Yes, Google is a public company whose mantra needs to be “increasing shareholder value.” But unfortunately, there are a few “features” in Google Ads that maximize Google revenue by hiding default options that eat advertiser spend without delivering value.

We’ll start with faulty geotargeting.

By default, Google has your permission to display your ads to people all over the world – even if you use geotargeting (as most advertisers do).

For proof that this affects your Google Ads account, run a User Location report. You’ll likely see that your ads have been, for example, displayed to people outside the USA even if you have only targeted the USA – or even a small portion of the USA.

That’s likely wasting money – sometimes a lot of money. Continue reading “Hidden Google Money Grabs: Geotargeting”

Making the Most out of Scripts for Your PPC Campaigns

Wondering how Google scripts can automate your business? Here is everything you need to know to get you started.

In this article we will cover:

• What is a script/ how is it used
• How to use Ad scripts
• How can scripts help improve Google Ads
• Top Google Ad Scripts Continue reading “Making the Most out of Scripts for Your PPC Campaigns”

What’s New On Google Ads Automation

Google Ads is the new moniker of the erstwhile Google Adwords. But the aim of the rebranded Google paid search ad service remains the same- to “help businesses of all sizes connect with relevant customers across all of our channels and partner sites,” through the introduction of Smart Ads and other automated features.

So, why the change and what does it really mean for users?
With mobile becoming a huge part of daily life, most people jump from device to device or channel to channel. The consumer journey is highly fragmented, as people switch from clicking on display ads to performing brand searches, then discovering and watching videos or digging deeper through the content, to going back to the website to purchase maybe. Marketers have multiple opportunities to reach consumers where they want to be reached across different channels, screens and formats. Google has a treasure trove of consumers’ personal … Continue reading