Actionable strategies, optimization hacks, and expert advice to improve your PPC performance.
Monitor Auction Insights weekly to understand competitive dynamics and identify opportunities to take market share.
Bid on your own brand terms to protect against competitors, control messaging, and capture high-intent traffic at minimal cost.
Don't just upload one "All Customers" list. Segment lists by "High Value," "Churned," and "Recent Buyers" for tailored bidding.
SKAGs (1 keyword per ad group) are largely dead for broad match strategies but remain 'God Mode' for exacting control over Brand and High-Intent terms.
Stop optimizing for just "Conversions" and switch to "Maximise Conversion Value" to prioritize higher-value customers.
Stop using 1.91:1 (Landscape) for everything. Use 1:1 (Square) or 4:5 (Vertical) for mobile feed dominance.
For e-commerce, DPA is non-negotiable. Automatically potential customers the exact products they viewed on your site.
Use Instant Experiences (formerly Canvas) to load a full-screen, native landing page instantly within the app.
Microsoft aggressively auto-creates extensions. Regularly audit and opt-out of bad ones.
Claim your Bing Places listing and link it to ads for Location Extensions.
Use the `{COUNTDOWN}` syntax in ad text to dynamically show days/hours left for a sale.
Analyze hourly performance. TikTok activity peaks late at night, but conversion Intent might peak in evenings.
Run Brand Lift 2.0 surveys to measure "Ad Recall" and "Search Lift" for free (requires minimum spend).
For Brand Lift, use "Target Frequency" bidding to ensure users see your ad enough times to remember it.
aggressively exclude children's content to save budget.
Turn your winning TikTok creatives into YouTube Shorts ads with minimal edits for incremental reach at lower CPMs.
Use placement targeting on competitor channels and Custom Intent audiences with competitor brand names to reach users actively researching alternatives.
Reserve the Masthead (top of Home Feed) for massive product launches or movie releases.
YouTube Shorts is booming. Adapt content to be vertical (9:16), fast-paced, and lo-fi.
