Google Ads Strategy
Bidding, match types, negatives and account structure — general Google Ads questions.
Does anybody actually act on the optimisation score?
Account sat at 71 percent this morning. The recommendations to get it to 100: switch four campaigns to broad match, raise two budgets, remove sixteen negative…
How many clicks should a keyword get before you decide it does not work?
I keep pausing keywords and then wondering whether I was too quick. Our conversion rate is around 3 percent, so in theory a keyword needs quite a lot of clicks…
Broad match plus tROAS - has anyone switched from phrase and NOT regretted it?
Every rep call for the last eighteen months has ended with the same suggestion. Go broad, let the bidding sort it out, stop fighting the machine. And every…
Does the ad group still mean anything as a unit of control under smart bidding?
Trying to build a mental model rather than follow advice, so bear with the length. Under manual bidding the ad group was a real unit of control: you set a bid…
cheapest way to find negative keywords when you only get 20 minutes a week
small budget, one guy, i do this on friday afternoons if at all. right now i sort search terms by cost, read the top 50, add whatever is obviously wrong. takes…
Ads and GA4 report different conversion counts - which one goes in the board deck?
Every month I reconcile these two and every month they disagree by 15 to 20 percent (Ads higher, consistently). I know the textbook answer is that they count…
Consent Mode v2 deadline - what actually breaks if you do not migrate by March?
Clients keep asking and I want to be sure my answer is right before I repeat it five more times. The March deadline is being described as a cliff edge and I do…
Are single keyword ad groups still worth the maintenance?
We built the account on SKAGs three years ago and it worked, but close variants have eaten most of the point. Half my single keyword ad groups now serve on…