7. Announced last month, search
queries that do not have
“significant” search volume will
be hidden from the search
queries report.
8. ● Less data = less informed decisions
● Search Query helps you to find low cost
opportunities - this now isn’t the case.
● Lack of visibility on where money is
being spent
● Further move towards automation over
manual management.
10. When creating a new ad, the
“Text Ad” option is gone - push
you to create RSAs.
Fear not, if you hit RSA, you
have the option to switch back
to text ads
19. ● Age - 25 - 45
● Gender - Male
● Location - Birmingham & Outside of London
● Job role - Business owner or marketing manage
● Industry - varied
● What sites do they read / use - News (local and
national), social media, email, marketing news
● Married - Yes
● Parental Status - Yes
● What devices do they own - Phone, PC & Voice
Speaker
20. This persona can be built into your
Google Ads campaigns, with some
simple tweaks. Start with location
targeting, age, device and gender.
21. All have the option to Exclude traits, bid
more aggressively to that audience set
or bid less aggressively.
22. Use Placements
targeting to select
the specific sites
you’d like your ads
to show on.
Bear in mind your
personas when
doing this.
23. ● Age
● Gender
● Location
● Job role
● Industry
● What sites do they read / use
● Married
● Parental Status
● What devices do they own
32. Ads and extensions are automatically
set to run 24/7…. But is this right for
your business?
Also remember that if you’re targeting
internationally, your ad schedule is
based on the timezone you selected
when you created your Google Ads
account
34. Break your days down and bid more
aggressively at the best performing
times of day
You can find that data in Google Analytics or under Ad
Schedule > Day (or Hour) in Google Ads
43. ● Broad Match - SEO Agency - search query has to be similar
- London SEO Agency, What Is An SEO Agency, Benefits of
SEO Agencies
● Phrase Match - “SEO Agency” - could trigger with words
either side of the search query - “London SEO Agency”, “SEO
Agency Benefits”
● Exact Match - [SEO Agency] - search query has to be that
exact phrase in the order - [SEO Agency] or [SEO Agencies]
● Broad Match Modifier - +SEO +Agency - query needs to
include those words but could be in any order - SEO
inhouse or agency.
44. Broad Match
Phrase Match
Exact Match
Broad Match Modifier
Funnel
Broad Match is great for
research phase and mining….
But it should have a smaller
weight of budget.
Exact and Broad Match Modifier
are more specific so stronger
converting