Master Marketing Blog
Background: The Four Different Types of Keywords
Background, Terminology
In addition to match types, keywords can be grouped into four main categories. Understanding these keyword types helps you organize campaigns, target more effectively, and build a stronger overall strategy. Read More
Lesson #17: Send Customers To The Most Relevant Landing Page
Campaign Structure
A beautiful homepage isn’t always the best destination for paid traffic. Always link your ads to the most relevant landing page — whether that’s a product, search results, or contact page — to match user intent and boost conversions. Read More
Lesson #16: TEST, TEST, TEST!
Campaign Structure
Great digital marketers never stop testing. From ads to keywords, every decision should be driven by data. Regular testing reveals what works, what doesn’t, and how to improve ROI — but only act when results are statistically significant. Read More
Lesson #15: Rotate Ads Evenly (Or Auto-Optimize Ad Rotation)
Campaign Structure
When running multiple ads in a Google Ads campaign, use ad rotation to test performance. Choose “Rotate evenly” for 30 days to gather statistically significant data, then pause weak ads and optimize based on what performs best. Read More
Background: A Note on Conquesting Keywords
Background, Campaign Structure, Networks
Bidding on competitor keywords (conquesting) is controversial. It rarely performs well, hurts account quality if mixed with other campaigns, and may break advertising laws if done incorrectly. Keep it separate, transparent, and compliant. Read More
Google Product Search To Become Google Shopping
Default
Google has replaced its free Product Search (formerly Froogle) with Google Shopping — now a paid inclusion model. This shift means eCommerce brands must pay to have their products listed in Google Shopping results. Read More
Essential Digital Marketing Formulas
Background, Terminology
You don’t need to be a math whiz to master digital marketing. Learn five simple formulas that’ll help you understand your data and improve ad performance. Read More
Lesson #14: When Possible, Use The Ad Group’s Keywords in Its Ad Copy
Campaign Structure
The more your ad matches what users search for, the better it performs. Using search keywords in your ad copy improves CTR and quality score, helping your ads show up more often at a lower cost. Read More