Author: Vera Jay

People still search with intent. The difference is that the way Google understands and matches that intent has changed. Search is no longer as simple as choosing a few exact keywords, writing an ad around each one, and waiting for the right person to search those exact terms. This matters because a narrow Google Ads search strategy can leave valuable demand on the table. There may be hundreds of ways your customers can describe the same problem, compare solutions, or look for a product like yours. If your campaigns only target the handful of searches you already know, you could…

For years, digital marketing relied heavily on third-party cookies and cross-site tracking to find customers. Marketers could buy access to audience lists, follow users across the web, and target ad campaigns with remarkable ease, but that playbook is no longer effective. Browser privacy changes, widespread ad blocking, and strict regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) have fundamentally altered how the internet operates. Businesses that continue to rely on outdated tracking methods are already feeling the strain. You may have noticed declining ad performance, less accurate campaign reporting, and steadily rising…

Your report every week gives you the same metrics: spend, clicks and conversions. While the figures are always accurate, they don't actually provide you all the information you need to monitor how your campaign is performing. Because the question that needs to be answered isn't how much you spent on your campaign. The important questions are, which campaign is draining the budget? And which ones are carrying the account? Wondering how to answer these questions? Here's a single ratio to pay attention to. Why You Shouldn't Rely on Raw Metrics Which campaign produces the most conversions in your account? Think…