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 #9: Google Ads Bidding Explained: You Rarely Pay Your Full Bid
Google Ads success comes down to smart testing and targeting. Use multiple ads, pick the right keywords, target only where you sell, and know how bids really work. Stay strategic — and let your best ads win.
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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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Keyword Match Types Explained
To build a successful Google Adwords campaign, it’s important to understand the different keyword match types that Google offers.
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Lesson #6: Have More Than One Ad Running At A Time
One ad isn’t enough. Run multiple versions, monitor results, and pause low performers so your best ads get the spotlight (and better ROI).
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