Google Ads
Search, Performance Max and YouTube: what to spend on, what to switch off, and how to stop paying for your own brand name.
Performance Max now takes the majority of Google Ads spend for most advertisers, and it shows you considerably less than the campaigns it replaced. That is manageable, but only if you know what is being hidden.
Notes on search, PMax and YouTube — where the money goes, what to switch off, and how to stop paying for your own brand name.
Google is upgrading your Search campaigns whether you asked or not
The account you set up carefully is being restructured underneath you. Most of it is survivable. Two settings are not, if you leave them on default.
7 min read
One is a question. The other is an interruption.
Nobody scrolls Instagram looking for a water tank. Somebody typing "water tank price 1000 litre" is already halfway to buying one. Those two people need entirely different advertising.
6 min read
Should you pay Google for your own name?
Somebody types your company name into Google. You already rank first. So why is there an ad above it, and why are you paying for the click?
6 min read
The one Google Ads report almost nobody reads
You chose the keywords. Google chose who actually saw the ad. The search terms report is the only place that shows the gap between the two — and the gap is usually where the budget goes.
6 min read