Google Keeps Taking Away Control of Our Ad Spend

Google has slowly but surely snuck into our hearts and then changed the rules on us so that we lose control of how to spend our important advertising dollars. From changing the definition of "exact" a few years ago, which removed our ability to advertise for only the exact (correct definition) search queries we wanted, [...]

The Dangers of Broad Match Reliance in Google Ads

I know I have preached for years about small businesses being very careful with the Google Ads default keyword targeting setup which is known as "broad match". I just wanted to point out a few reasons why, as I had a client come across examples of this recently. Here are a couple of things that [...]

Optimization Score Dropped – Does it Matter?

In the world we live in with constant notifications for everything from new emails and texts to news updates and more, we are constantly triggered into action or worry by the latest icon that pops up on our phones.  Google adds to the digital stress with regular updates on your optimization score. I've written before [...]

Small Business Alert: Google Ads Keyword Match Types Changing

I had mentioned this was coming earlier this year, but the time is upon us. Google said they were getting rid of Google Broad Modifier in late July, and that time is here. I bring this up again because you are likely to see some shifts in your data when this change officially takes place. [...]

Small Business Google Ads (PPC) Strategies to Save Money

One of the true challenges of a small business owner is to stretch our budgets and get the most out of each dollar without the benefit of the expensive automation tools that corporations have.  This is especially apparent in the world of pay-per-click advertising and Google Ads.  Corporations have the advantage of being able to [...]

Small Business Advertisers, Google, and Third-Party Cookies

There has been a lot of buzz around Google blocking third-party cookies and FLOC and a number of things that the typical small business owner isn't totally tuned into.  This post isn't intended to get into the weeds, but to give you the headlines, and the options to read up on the details. So I [...]

Empathy Marketing the Key to SEO and Google Ads Success

Carolyn Lyden gave a great keynote address at SMX Advanced 2021 this week about empathy marketing and it really hit home with me. It was a great way to put much of what I have been preaching into one succinct phrase. Empathy marketing is all about the user and making sure you are giving them [...]

Specific Ad Groups Combat Lost Search Queries in Google Ads

One common issue I see when looking at small business Google Ads campaigns is putting all of your keywords in one ad group.  The more advanced PPC experts will always create ad groups for every search concept, as this gives you the opportunity to sculpt your message to specific keywords. You can create specific ad [...]

Gourmet and Specialty Food Digital Marketing Strategies

The pandemic in 2020 brought a lot of changes to the world. Industries often had to turn on a dime and consumers adopted new buying patterns. As we hopefully come to an end to the pandemic in 2021, some of the changed consumer habits that were adopted in 202o are likely to stick. In particular, [...]

“Other” Search Terms Accounting for Over 33% of Budget and Growing

Back in September, I pointed out some of the sneaky ways Google has been slowly creeping in and removing more and more control from the advertiser to run their campaigns efficiently. One "Google Creep" method that was discussed and got a lot of reaction from the industry was limiting which search terms that the advertiser [...]

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