Master Marketing Blog

Lesson #25: Look to Impression Share For Missed Opportunities

Campaign Structure, Default

Impression Share may be one of the most useful and least utilized metrics in search marketing – exact match impression share, that is. Utilizable for the search network only, exact match impression share tells the advertiser what … Read More

Generic Keywords for SEO & AdWords

Campaign Structure

When bidding on generic keywords, the most important thing is not to get too carried away. What do I mean by this? Advertisers who make mistakes bidding on generic keywords tend to fall prey to … Read More

Lesson #23: Rotate Your Facebook Ads Every 3 Days

Campaign Structure

When it comes to Facebook ads, one rule applies above all others: rotate your ads often. The rule of thumb is generally 3 days – sometimes a little bit more, and sometimes a little bit … Read More

Lesson #22: Remove All Duplicate Keywords From Search Campaigns!

Campaign Structure, Default

When it comes to search, a keyword should only ever show up once in an account. Having keywords in different places eligible to show ads for the same search query can lead to two key … Read More

Google Releases Mobile App Extensions


We interrupt our regularly scheduled programming to bring you a really exciting announcement from Google. Google has now fully released mobile app extensions as an ad extension option for its mobile ads. Ad extensions are an … Read More

Lesson #21: Bid Rules Are Not Set It And Forget It

Campaign Structure

Yesterday, we discussed bid rules. But while bid rules can carry out a logic indefinitely, they do not regulate themselves. As a result, it is important to keep an eye on bid rules, and actively … Read More

Background: An Introduction to Bid Rules

Background, Terminology

Bid rules are automated rules that an advertiser can put in place to regulate the bidding on a particular keyword. For example, a bid rule could tell the search engine to pause a keyword whenever its … Read More

Lesson #20: Don’t Forget Long Tail Keywords

Campaign Structure, Default

As we continue this week’s foray into keywords, it is important not to forget about long tail keywords.  Long tail keywords are keywords, generally 3-5 words long, that a user would encounter when looking for … Read More

Lesson #19: Never Put More Than One Keyword Type In the Same Ad Group or Campaign

Campaign Structure, Default

Earlier this week, we discussed the four different types of keywords: brand, non-brand/generic, competitive and long-tail. Since long-tail keywords can fall under any of the other three categories though, for today’s discussion, we will only … Read More
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