I joined Bryan Bumgardner on “The Media Buyer Webinar” by Northbeam to talk about some new opportunities in Google Ads.
We spoke about:

  • Using Northbeam to analyze how Google Ads can cannabilize organic search traffic, causing you to pay for traffic you’re already getting for free.
  • Biasing your media buying towards “%New Visits” to make sure you’re not overspending on inner funnel traffic.
  • How to structure nonbrand search ad groups in today’s “broad match” environment.
  • A new opportunity in Google Ads where no one is bidding: top of funnel search campaigns.