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Performance Max, or Standard Shopping: What’s right for you?
This article has been on my wishlist for a long time. I believe we’re one of the only agencies that still commit at least 50% of our ad spend to Standard Shopping campaigns. We don’t do this because...
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Shopping Feed Optimization: A Prioritized List of Improvements to Your Feed
Google Shopping feed optimization is something that most advertisers ignore. It hasn’t been prioritized by most, and many have seen great results over the years (and even greater since Smart Shopping...
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The Real Reason Nobody Agrees on Brand Bidding in Google Ads (incl. P-Max)
Intro Just like YouTube Ads shouldn’t defacto be run by your Google Ads agency (unless they know what they’re doing), it’s equally wrong to classify branded and non-brand keywords as the same. Just...
View ArticleHow to find and disable auto-generated assets in Search (video-guide)
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Our Google Ads Audit Framework for eCommerce (Based on 100+ Audits)
We do audits – a lot. We do them in one-off cases. We do them internally – a lot more. Auditing a Google Ads account is a process. It can’t be rushed. It takes the time it takes. For larger accounts,...
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Feed-Based Search Ads: Build Entire Accounts Automatically
This intro will be longer than most of our articles but bear with me. It’s worth the read Most advertisers have embraced Google Shopping. There are no ads to update, no keywords to research, and...
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Feed-Based Search Ads: 9 Examples for High SKU eCommerce Stores
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...
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How Price Monitoring Affects Your Ad Performance, and How to Get In Front of It
What you’ll learn Your price competitiveness is a bigger factor in your conversion rate, ROAS and profit level than most other factors in your Google Ads account Price monitoring is not just about...
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Advanced Shopping Feed Optimization: 7 Key Areas to Deep Dive
Summary Focus on the basics first Advanced custom labels allow you to analyze and segment your campaigns for better performance Go beyond the basic title optimizations (6 suggestions) How you can use...
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Performance Max: An in-depth look at the Ins and Outs
Summary My opinion: Performance Max is a paradox. The advertisers who would get the most out of Performance Max are less likely to use it, and vice versa. Performance Max replaces Smart Shopping, but...
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Smart Bidding: Full guide to increased performance
Smart Bidding has been a staple in the way we run campaigns since 2020. When I was first asked to update my 2018 article on Smart Bidding, I found it said that we weren’t very optimistic about it....
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The Conversion Tracking Features You’re Missing: Cart Data & Profit Tracking
We all know the basics of conversion tracking: Track the revenue back to campaigns to measure efficiency and spend more profitably And in recent years, it’s expanded to: Use Enhanced Conversions to...
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How to Migrate from P-Max to Standard Shopping
Intro Let’s say you’re done with P-Max. You’re tired of the inability to see search terms. You’re sick of the sudden spend spikes on Display/Video. Now you’re asking yourself: What do you need to know?...
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How to Automatically Include “Free Shipping” in Your Shopping and Text Ads |...
Note: This requires a feed tool and that the eCommerce store has a place on the site indicating the free shipping threshold, as well as all products that have free shipping. Step 1. Create a Google...
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What Every CMO Should Know About Conversion Lag & Smart Bidding
Today, I want to explain a concept that sneaks past most PPC managers. But first, let me start with a story; In 2017, I took over an account in a high AOV industry. The previous agency had decreased...
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Uncovering Fallback Shopping Campaigns: Gain 10% Revenue
Have you ever wondered why you can decrease your ROAS targets and see revenue increase while maintaining ROAS in the first few weeks? I’ll dig into this today. A fallback campaign is a Standard...
View ArticleSmart Bidding’s Blind Spot: A Guide to Peak Seasons and Promotions
Smart Bidding is like having a mathematician on your team—good with historical data but blind to future events. While it excels at optimizing bids based on past performance, it can’t predict that Black...
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When, Why, and How to Choose A (New) Google Ads Agency from an Agency Insider
The following is 100% my very subjective opinion based on onboarding roughly 4000 clients at White Shark Media, coaching hundreds of advertisers, starting a new agency focusing on PPC for large...
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Beyond the Black Box: What Smart Bidding Actually Does With Your Money
Here’s a common scenario: You increase your ROAS target from 500% to 600%, but Smart Bidding barely reacts. You wait a few days, still nothing. Frustrated, you increase it even more – and suddenly,...
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