Essential Digital Marketing Formulas
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.
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How To
Lesson #14: When Possible, Use The Ad Group’s Keywords in Its Ad Copy
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.
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Lesson #13: Don’t Forget Plurals
“Shoe” and “shoes” aren’t the same in Google Ads. Include both in your campaigns and see which one performs better for your audience.
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Lesson #12: Ad Position is a Tool. Use It.
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.
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Lesson #11: Use Keywords Your Users Understand
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.
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Lesson #10: Don’t Autobid
Automated bidding in Google Ads can optimize for clicks or conversions, but it’s not always ideal for beginners. Start with manual bidding to maintain control over costs and performance.
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Background: What It Means To Bid
Paid ads run on an auction model — you bid the max you’re willing to pay per click, but you almost always spend less. That’s how PPC platforms like Google Ads and Facebook manage cost efficiency.
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Background: Networks: The Wide World of Facebook
Facebook ads rely on audience targeting, not search intent. Since users aren’t actively looking for your product, your ad must stand out, grab attention, and motivate them to take action.
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Running Ads on the Yahoo Network
The two major cost-per-click display networks are Google Display Network (GDN) and Yahoo Display Network. After the 2010 MSN–Yahoo merger, Yahoo took over MSN’s display network, becoming Google’s main competitor in display advertising.
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Background: Search Networks: Google & MSN
The two largest search networks are Google and Microsoft Bing. After Yahoo and MSN merged in 2010, their networks combined — making Google, Bing, and Yahoo responsible for over 95% of U.S. searches, with Google leading at two-thirds of the total.
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