Master Marketing Blog
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
Lesson #13: Don’t Forget Plurals
Campaign Structure
“Shoe” and “shoes” aren’t the same in Google Ads. Include both in your campaigns and see which one performs better for your audience. Read More
Lesson #12: Ad Position is a Tool. Use It.
Campaign Structure
Ad position shows where your ad appears on Google. It changes with every auction, and your “average position” tells how often your ad lands in top spots. Read More
Lesson #11: Use Keywords Your Users Understand
Campaign Structure
Avoid industry jargon in your keyword strategy. Use the language your audience searches with to ensure your ads show up and connect with real users. Read More