11 tips for using Google Ads’ new audiences like a pro
Learn how to reach your ideal customer with Google Ads' new audience types for Search ads.
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Matt Lawson's latest articles
When to switch to standard delivery in Google Ads (hint: you should have switched yesterday)
Long thought to be an easy, one-click optimization, accelerated delivery might be doing more harm than good (if it’s doing anything at all). Here's why that is and what you should do about it.
My top 10 favorite things about the new Google Ads Editor
AdWords Editor has historically been one of Google’s most popular advertising products. Contributor and Googler Matt Lawson lists what makes him most excited about its relaunch as Google Ads Editor.
Think like a search marketer to drive growth with YouTube
Custom intent audiences help reach people who have recently searched for your keywords. Contributor and Googler Matt Lawson runs through how you can use your search skills to make the most on YouTube.
4 new search metrics in Google Ads to give you what you really wanted out of average position
Average position is an often-used, often-misunderstood metric. Contributor and Googler Matt Lawson talks through what Google’s new metrics do that average position can’t.
Google’s somewhat-new guide to totally excellent ads
As responsive search ads make their way to an account near you, contributor and Googler Matt Lawson shares suggestions on how to implement all of the ad formats in one big happy account. Party time!
5 Google Optimize tests to take AdWords to the next level
Recently, Google released new ways to connect landing page tests to AdWords using Google Optimize. Columnist and Googler Matt Lawson runs down the tests you should set up in your accounts.
To make every conversion count, count every conversion
Measuring conversions is critically important in digital marketing. Columnist and Googler Matt Lawson explains why sitewide tagging is crucial to making every conversion count.
What you learn from talking with Google’s largest advertisers all day, every day
The world’s largest advertisers routinely visit the Google campus to talk strategy. Columnist Matt Lawson sits down with Google’s Chief Search Evangelist for some top insights from those meetings.
The lowdown on driving app downloads with Universal App campaigns
Google’s Universal App campaigns use machine learning to automate app promotion. Columnist and Googler Matt Lawson goes under the hood to help you understand and master these campaigns.
Google’s all-new, quite counterintuitive guide to ad testing
The days of rigid A/B testing are over. Columnist and Googler Matt Lawson talks about how to test ads in the age of optimized ad rotation.
7 Google tips to supercharge your Shopping ads
Shopping ads promote your online and local inventory. Columnist and Googler Matt Lawson reveals seven ways to get the most from your campaigns.
Getting the most out of Google’s new sitelinks
Google updated the look of ad extensions back in August. Columnist and Googler Matt Lawson runs down how you can take full advantage of that refreshed look.
Your account structure might be hurting performance. Here’s why (and how to fix it)
Oversegmentation is often the enemy of automation. Columnist and Googler Matt Lawson talks about how a fussy account structure can tank AdWords performance.
Eight insider tips for exceptional price extensions
Price extensions show off your products alongside your ads in a carousel. Columnist and Googler Matt Lawson runs down how to make your price extensions stand out on the results page.
Three foolproof steps to excellent AdWords ads
With billions of paid search ads delivered each day, it's imperative to create appealing ad creative customized for the user and context. Luckily, AdWords is designed for just this purpose. Columnist and Googler Matt Lawson explains the simple steps to search creative excellence.
Sharing is caring: Click share and post-holiday shopping success
Click share is a crucial metric that can help you improve Shopping campaigns. Columnist and Googler Matt Lawson explains what it is and how to improve it.
Mind the store: Using AdWords to drive offline sales
Store visits from online ads can be reported in AdWords. Columnist and Googler Matt Lawson explains what you should be doing with this info -- and how you can get similar insights even without qualifying for store visit conversions.
Thirteen things marketers want to know about expanded text ads, direct from Google
AdWords released expanded text ads in late July. Columnist and Googler Matt Lawson answers some FAQs about what you should consider as you expand your own ads.
How to use device bid adjustments, straight from Google
AdWords will soon have the ability to set bids specific to each device type. Columnist and Googler Matt Lawson explains Google’s official POV about what that means when managing your campaigns.
Five insights your paid search team should be stealing from organic
Google Analytics recently added Search Console reports to help analyze incoming search traffic. Columnist and Googler Matt Lawson explains how you can use this change to improve your paid search performance.
AdWords’ new extra headline: 7 ways to make the most of it
Google announced expanded text ads at its recent Google Performance Summit. Columnist and Googler Matt Lawson explains why the change was made and what you should do about it.
Five reasons why GTIN should be your new favorite Google Shopping acronym
Global Trade Item Numbers are an often overlooked aspect of Google Shopping ads. Columnist and Googler Matt Lawson explains why you need to take them seriously.
Google’s Take On The Recent Changes To The Results Page
Google recently removed ads from the right-hand side of its desktop search results. Columnist and Googler Matt Lawson weighs in on how it might affect your accounts.
New Google Research: Can The Long Tail Be Covered Without Broad Match?
Wondering about the benefits of using broad match? Columnist and Googler Matt Lawson got his hands on real Google data to put the debate to rest.
The Six Quality Score & Ad Rank Questions Everyone Has For Google
People have lots of questions about ads quality, Quality Score and Ad Rank in AdWords. Columnist and Googler Matt Lawson tackles what you want to know.
Six Steps To AdWords Conversion Tracking Bliss
Conversions in AdWords have evolved a lot in recent months. Columnist and Googler Matt Lawson covers what you need to do to take full advantage.
10 Things People Want To Know About AdWords, Direct From Google
Last month, AdWords product managers fielded questions in front of a live audience at SMX East. Columnist & Googler Matt Lawson recaps the discussion.
Five Ways To Revolutionize Your Ad Text With Google’s New Location Ad Customizers
Google recently added the ability to customize your ad based on a user’s location. Columnist and Googler Matt Lawson reveals how to take full advantage.
Four Ways To Stay On Top Of Average CPC
Cost-per-click is a hugely important metric in AdWords. Columnist and Googler Matt Lawson dives deep into Google’s perspective on Average CPC.
Three Must-Download Remarketing Lists To Use With Your Search Ads
The ability to use Google Analytics to create Remarketing Lists for Search Ads was recently announced. Columnist and Googler Matt Lawson runs down the audience lists you need to import into your account.
What Google’s New Cross-Device Benchmarks Actually Mean For Advertisers
As new research proves, users often switch devices before converting. Contributor and Googler Matt Lawson digs deep into cross-device conversions and what they mean for you.
Under The Hood: How Google AdWords Measures Store Visits
Google introduced in-store conversion metrics late last year. Columnist and Googler Matt Lawson dives into the details of this new way of measuring offline behavior.
The Inside Scoop On AdWords Ad Rotation
Ad rotation is a powerful campaign setting in AdWords. Columnist and Googler Matt Lawson explains why you might want to rethink your current strategy.
7 Advanced Tips To Automated Bidding Success On AdWords Search Ads
AdWords automated bidding can be a huge time-saver, but marketers want to know how it works. Contributor Matt Lawson answers your FAQs.
6 Things You Always Wanted To Know About AdWords Match Types (But Were Afraid To Ask)
Even advanced advertisers have questions about the details of keywords and match types. Contributor Matt Lawson of Google provides answers.
Using The New Treemaps Report In Google Analytics To Find AdWords Nirvana
Google Analytics' new Treemaps report allows for lightning-fast analysis. Contributor Matt Lawson goes through some analyses to use in your account.
Tune Your Paid Search Campaigns To Account For Holiday Volatility
The relationship between bids and conversions is like that between ice cream sundaes and maraschino cherries. It’s theoretically possible to have one without the other, but the natural order involves the two of them being intricately linked. The better your conversion rate, the more aggressive you can get with your bids. The more value you receive […]
Using AdWords Auction Insights To Find Out Who’s Winning On Mobile
The Auction Insights report gives you visibility into the auctions you compete in. Contributor Matt Lawson explains out how to use it to your best advantage.
5 Steps To Adjust To Google’s Latest Change To AdWords Matching Behavior
Matching behavior for phrase and exact match keywords is changing in AdWords. What do you need to know about close keyword variations?