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Category Archives for Google Ads

Data Analysis Cuts Google Ads Costs by 31%

One of the reasons I enjoy working in digital marketing, and with Google Ads in particular, is that it requires me to use both my analytical skills and my creativity. Creativity is important when you need to come up with ideas for new ad variations that you can use in split-testing. And this week I want to […]

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How to Use Split Testing to Boost Your Google Ads Performance

If you’ve read any of my blogs or guides about setting up Google Ads then you’ll know that I always recommend having at least two ads in each of your ad groups so as you can split-test different ad variations. This week I thought I’d share a couple of examples of how running split-tests (or A/B […]

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How to Turn Website Visitors into Paying Customers

I met up for coffee with a business coach this week and we got talking about the various ways we help our respective clients grow their businesses. ​And it turns out that my approach to digital marketing consultancy has quite a lot in common with the way a business coach would help their clients.​You see, […]

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Keyword Matching in Google Ads

Each keyword in your Google Ads account has to be set to a particular match type. There are three main match types you can choose from: broad match, phrase match, and exact match. There’s also a lesser known, but very useful, fourth option called modified broad match. What does a match type do?The match type […]

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Google Ads in a Nutshell

Google Ads (known as Google AdWords until its rebrand in 2018) is an online advertising platform used to drive potential customers to your website. It works on a pay-per-click (PPC) model which means that, unlike traditional advertising where you pay for your advert to appear, with Google Ads you only pay if someone clicks on […]

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Expanded Text Ads Now Even Bigger

Two years after they introduced expanded text ads, Google has just announced a further increase to the amount of space available for Google Ads advertisers to get their message across. Starting next month, you will now be able to add a third headline to each of your ads. This third headline is optional and, even if […]

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5 Common AdWords Mistakes That Could Be Costing You a Fortune

Google AdWords – Google’s pay-per-click (PPC) advertising platform – has recently been rebranded and is now known as Google Ads. The name may have changed, but the basic principles of the system are the same now as they were 18 years ago when AdWords was launched. You write an ad for your business, choose keywords that […]

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Don’t Let Your Remarketing Ads Get Muted

Even if they don’t realise it, most people will have been exposed to remarketing ads (also know as retargeting ads) whilst surfing the web. Remarketing ads are text, image or video ads which appear all over the internet to encourage you to return to a website that you have previously visited. The theory behind this is […]

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7 Reasons to Bid on Your Brand Name in Google AdWords

When I’m setting up a new Google AdWords account I nearly always include a brand campaign – i.e. a campaign where all the keywords are the advertiser’s company/brand name plus common variations and misspellings of it. So, for example, if I was setting up AdWords for the bank NatWest I’d have a campaign where the keywords […]

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Without a Proper Landing Page Your AdWords Campaign Will Fail

I’ve been doing some work for a commercial finance broker over the past few months. It’s turned into a great case study that shows the importance of having a properly designed landing page if you want your AdWords campaigns to be successful.The ProblemBecause he’s an appointed rep for a network, the client, Rupert, had a […]

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