Insights

Importance of segmenting out brand traffic

Good: Properly separating branded and nonbrand search campaigns helps optimize ad budgets and increases profitability. Bad: Mixing branded and nonbrand search leads to overspending and skewed results, affecting your bidding strategy and causing overspending. BUT WHY?...

Changes to the Google Ads search terms report

Once you learn the power of search terms report optimization, you no longer rely solely on traditional keyword research. With the changes to search terms & keywords, initial keyword research isn't as critical as it used to be. In the past, we got every search term...

Maximize conversions vs target ROAS in Google Ads

Maximize conversions vs Target ROAS in Google Ads They behave differently, and it's important to understand the nuances for optimal performance. Maximize conversions: Increase or decrease the budget to adjust efficiency. Higher budget = less efficient, lower budget =...

Google Ads primary bidding strategies

New to Google Ads? Let's talk bidding strategies. What they are and how/when to use them. Google offers several bidding strategies that all behave differently, and perform better in certain scenarios. The primary ones are: - Maximize conversions - Maximize conversion...

Level two ad groups for nonbrand search campaigns in Google Ads

Level 2 ad groups are crucial for structuring non-brand search campaigns in #googleads. Here, I'll discuss naming conventions, keyword selection, and ad group creation with a video example at the end. Level 2 ad groups are created when you need to adjust bids, use new...

#1 Mistake brands make on Google Ads

I've audited dozens of Google Ads accounts since joining Homestead. The #1 mistake brands are still making on Google Ads? Poor traffic segmentation. Brand terms in nonbrand campaigns causing inflated ROAS. Brands scale nonbrand budget too high all the time because of...

Scaling Google Ads isn’t always a good idea

> Scale Google budgets up > In-platform revenue increases > Store revenue stays the same Here's why this happens: This Ecommerce store looks like it's doing well, right? Mid February we started increasing Google spend, and revenue increased as well....

Two essential skills for performance marketers

After hiring, training and collaborating with dozens of performance marketers, the best are masters of just two skills. Nothing else. If you're not focused on mastering these two skills, you're simply wasting your time. 1 #Copywriting: This is by far the most...

Why I don’t use bounce rate

I don't use bounce rate. The reason why pretty interesting, too. Fundamentally bounce rate is something that you'd really want to understand about your traffic. People go to the site, then leave immediately without doing anything. Campaigns with high bounce rates are...