Google Ads Guide

Low CTR on Display Network  Having a low CTR on Display Network means that fewer people are clicking on your ads. We know this because CTR is calculated by clicks/impressions. So your ads are serving but not getting clicked on. What is the reason? Before we begin to dissect the problem, you need to be clear of the difference between viewable impressions and impressions. They are not the same metric and serve different purposes. Viewable impressions measure when your ad is viewable, and impressions measure when the ad is rendered on the page. In this way, viewable impressions will [...]

What are Google Search Partners? The Google Search Network is a group of search-related websites and apps where your ads can appear. Places like Google Search, Google Play, Shopping tab, Google Images, Google maps, and Maps app are all part of the search network. When it comes to Google Search Partners, most advertisers are not clear with this. They are given an option to turn this on in the campaign settings. It seems pretty tempting, but is it the right choice? And if you try to uncheck this option (it is enabled by default), Google presents you with [...]

In PPC, Ad Rank is given a lot of power. It governs where your ad appears on Page 1, or even appears at all. In this post, I will attempt to dive deep into the latest 'black box' algorithm of Google's Ad Rank - how it is calculated and what you can do to improve your Ad Rank. The Science of Google's Ad Rank In chemistry, we learn that different atoms and molecules come together to form compounds. For example, when sodium (NA) atoms interact with chlorine atoms (Cl), sodium chloride (NaCl) is formed. We also find out that [...]

Consumers now expect a more visual experience when they browse products and services online. In fact, 86% of consumers Google has surveyed in countries around the world say they expect photos to be a feature businesses offer them when shopping online. Now, let's take a look at how image extensions help capitalize on this opportunity. Image extensions What are image extensions inside Google Ads? What does it do? Image extensions allow advertisers to upload rich, relevant visuals to complement their existing text ads. With visuals to help enhance your text ads, it can help drive up your search performance. [...]

The Google Keyword Planner The Google Keyword Planner is perhaps the most popular keyword research tool created on the internet. I have never heard of a PPC advertiser that never used it before. The tool is powerful, and the data comes directly from Google databases gives users added assurance. As a result, it has become the main tool to use for any keyword research or campaign build. The Keyword Planner may look rather easy and intuitive to use. Most of us use this to find keyword suggestions, volumes, and top-of-page bid costs. Great. But do you also know about [...]

I am sure we all know the importance of testing ads. Just as a reminder, you should not be running any ad groups with only one ad. Unless you are satisfied with an average-performing account, you should always test different selling points and messages. It is also recommended to have a routine for testing ads. Maybe once every two weeks or monthly. Ad testing is hugely dependent on budget. A big-budget means plenty of testing is available, as data comes at a much faster rate. Common ways of Google ads testing In this post, I will not be focusing [...]

Humans vs. machines 'Even if I become the number one, there is an entity that cannot be defeated.' These words were uttered by the former Go champion Lee Se-dol, after retiring from professional play, telling media that his decision was motivated by the ascendancy of AI. Lee, who was then the world's best Go player for the longest time, initially predicted that he would beat Google's AlphaGo in a "landslide" and was shocked by his losses, going so far as to apologize to the South Korean public. "I failed," he said after the tournament. "I feel sorry that the [...]