Google has been tinkering. Again.
We’ve had a few clients just recently whose ads stopped showing on Google pretty much overnight, costing hundreds of pounds on lost revenue every single day. Why?
Quality Score has reared its head again. Google is seeking the very best experience for its customer - not only now will Google place your […]

…ask what you can do for Google.
To effectively lower your cost-per-click (CPC), and therefore your cost-per-acquisition (CPA) or cost per sale, you need to first appreciate Google’s perspective. If you understand what motivates Google, you’ll understand better how to manipulate the system to your advantage:
1. Obvious, perhaps, but Google is a SEARCH engine. Its job […]

If you’ve spent any time at all in the settings part of your AdWords campaign, you’ll have seen that Google offers a location targeting tool. By default, Google runs your ads everywhere in your chosen country, to everyone, across its Search and Content networks.
That’s fine, to a point - but what if you don’t, or […]

Recently, a number of AdWords campaigns I’m working have been sailing very close to the limits of what Google will permit in a single AdWords account.
Anyone who is a subscriber to the ‘long tail‘ principal will know that generating variations and combinations of keywords is good practice to find lots of niche little terms that […]

Google AdWords includes a wonderful, often unused feature for negative keywords. This allows you to filter out the unwanted irrelevant traffic that would still cost you money in clicks, but not gain you anything in sales.
Using the example of a campaign selling hubcaps, if you don’t sell Renault hubcaps, make sure you use “-Renault” in […]