Google really, really, really wants you to use broad match for keywords and exact match for negatives. One of the most common tasks we do (especially with a new client) is to harvest phrases from search terms reports and sculpt keyword lists. We know that these reports are “partial” these days (as of Sept 2020)…
Display campaigns with a single banner design are risky because you have no idea what the potential performance is with no testing. Here’s a quick tip to overcome this without resorting to responsive display ads.
I do work with large B2B ($100M-$3B) and multi-location B2C clients and have optimized tons of Google Ads campaigns. More than 60% of the Google Ads accounts I am asked to review are wasting much of their budget when I first see them. The waste is not always easy to see, often hiding behind Quality…