Dan Pietrucha

Four Google Ads Settings and Policies Designed to Waste Your Ad Spend

While Google offers highly effective ad formats for getting in front of relevant users, several Google ad campaign settings and policies tend to work in opposition to advertiser goals. A common theme is Google’s policy of automatically opting advertisers into broader targeting settings of specious value from a ROAS standpoint. The list below—while certainly not…

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A Simple Framework for Thinking About Competition, Click Volume & Average CPC

While Auction Insights reports are a critical tool for monitoring changes in competitor impression share, it’s also important to understand the many ways in which increased competition can express itself in account performance. We all know increased competition in Google Ads auctions negatively impacts performance by making clicks more expensive. And yet increased competition isn’t…

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Growth vs. Profitability

When considering your initial investment in paid search, you’ll have to make a fundamental decision about whether to prioritize growth or profitability. There is no avoiding the tradeoff between these two goals for the simple reason that paid search auctions are very competitive. This is especially so in verticals with entrenched players. These advertisers have…

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The 800-Pound Gorilla NOT in the Room

COVID-19 is taking its toll on search marketers in the form of slashed budgets and reduced consumer demand. In this difficult (and worsening) macroeconomic environment, it can be easy to ignore one search-specific tailwind that many Google advertisers are currently enjoying: the absence of Amazon in both Google Shopping and text ads. While Amazon has…

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Being Realistic About ROAS

‘What should my ROAS target be?’ is a common question for advertisers new to paid search, but one that’s surprisingly difficult to answer. The difficulty lies in part in its subjectivity: There’s no right answer for all businesses; there’s no industry ‘best practice.’ Ultimately, the right ROAS target will depend on business priorities (growth versus…

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COVID-19 Device Impacts

As COVID-19 continues to affect the dynamic search marketing landscape, we’re monitoring our client portfolio for trends, opportunities, and learnings. Most of our guidance during this time has focused on the increased volatility in search due to rapidly shifting consumer behavior and changes in competitor strategy. But while increased volatility creates challenges, it isn’t especially…

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Is Your Agency Asleep at The Wheel?

5 Warning Signs Your Agency Doesn’t Have an Automation Strategy Since its launch in 2016, Google’s Smart Bidding technology has proven its value. Companies of every size are using the machine learning tool to automate bids and maximize conversions—including within specific targets such as ROAS or CPA.  But bid automation is not without risks. Optimizing…

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The Agency Stress Test Post COVID-19

Navigating choppy waters in paid search with dedication & experience. In the current shopping environment, paid-search campaigns require constant analysis. Every day brings new challenges, and the year-on-year benchmark for gauging performance has gone out the window. It’s time to make sure you’re making the most of every precious ad dollar. No, it’s not 2008…

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COVID-19 & SEM

Managing Paid Search in a Crisis COVID-19 is presenting new challenges to search marketers. Performance volatility can recall Cyber Weekend, but with additional uncertainty around the overall economic environment, its impact on consumer behavior, and potential inventory issues as a result of supply chain disruptions. We hope everyone is tucked away safe and quickly adapting…

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