The truth about Google Ads recommendations (and auto-apply)
Understand how to use Google Ads recommendations so you can spot what helps, ignore what doesn’t, and keep your account safe.
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Jyll Saskin Gales's latest articles
Google Ads search terms report: 5 tips for better results
Mastering the search term report can dramatically improve targeting, cut wasted spend, and reveal what real customers are searching for.
The best way to use custom segments in Google Ads
Learn how Google Ads custom segments target people by recent searches and site visits so you reach the right audience more efficiently.
How to use Google Ads Promotion assets (a step-by-step checklist)
Here's how you can highlight deals and sales in your Search and Performance Max campaigns without touching your core ad copy.
Google Ads PMax: The truth about audience signals and search themes
Think audience signals drive PMax? Think again. Learn what really controls your Performance Max targeting – and how to make it work for you.
What you need to know about Responsive Search Ads
Learn what RSA are, how they work, and five practical tips that can make your RSAs perform way better.
Google Ads placements: Your guide to targeting websites, apps, and YouTube
Learn how Google Ads placement targeting works – what it is, where to find it, how to block the junky sites, and whether it’s worth testing.
How to use Google Ads Auction Insights to outrank competitors
Do you know who you’re really competing against? Here's how the Google Ads Auction Insights report can give you a huge competitive advantage.
Google Ads demographics: A deep dive into targeting and exclusion
Learn how Google Ads’ basic demographics work, and how to use (or avoid) exclusions to get better campaign results.
Google Ads Callouts & Structured Snippets: Bigger ads, better results?
Learn how to use Callouts and Structured Snippets to make your Google Search ads bigger, clearer, and more effective in just a few minutes.
Google Ads Target Impression Share explained: Pros, cons, and when to use it
Learn how Google’s Target Impression Share bidding works, and why chasing visibility might be costing you conversions.
Google Ads Affinity Segments: Your guide to Interest-Based Targeting
Learn what Google Ads affinity segments are, how they work, where to use them, and when they’re most effective for reaching broader audiences.
Is Google Ads wasting your money? Understanding average daily budgets
What you need to know about Google Ads monthly spending limits, average daily budgets, billed vs. actual cost, and more.
Google Ads Maximize Clicks: Your guide to getting more traffic
Not sure if Maximize Clicks is right for your campaign? This quick guide walks you through what it is, when to use it, and why it might (or might not) be the sweet spot between manual and Smart Bidding
Google Display Network explained: Your quick guide to GDN
Learn how the Google Display Network works, challenges to watch out for, and practical tips to improve ad performance and avoid wasted spend.
Google Ads In-Market Segments: Your guide to High-Intent audiences
Learn which campaign types support Google Ads’ in-market segments, what to do if your niche isn’t covered, and their limitations.
YouTube Ad Placements explained: In-Stream, Shorts, and In-Feed
Learn how to make the most of YouTube video ads by understanding the key ad placements and what metrics to track.
Google Ads headlines: Your guide to create clickable and converting ads
Master the art of creating powerful Google Ads headlines that drive clicks and conversions across all campaign types.
Google Ads Audience Builder: What the heck is that?
Learn how Google’s new Audience Builder workflow changes how create, manage, and apply audiences in Demand Gen, Video, and PMax campaigns.
Google Ads Keyword Planner: What you need to know
Learn how to use Google Ads Keyword Planner — from finding high-impact keywords to understanding search volumes and forecasts.
Google Ads target ROAS: Everything you need to know
Learn about conversion value, how Google’s Target ROAS bidding works, and expert strategies to use Target ROAS effectively.
Google Ads made simple: Using life events for audience targeting
Learn all about Life Events segments, how they let you target users experiencing major life transitions, implementation tips, and more.
Google Ads made simple: Leveraging engaged audiences
Learn how you can use Google-engaged audiences for remarketing to users who've already interacted with their brand across Google platforms.
Google Ads Sitelink Assets: Everything you need to know
Learn all about Sitelinks – what they are, how they differ from headlines, maximum numbers you can use across different devices, and more.
Google Ads Display Keywords: Everything you need to know
Learn how Google matches your display keywords, how they function for content and audience targeting, and best practices.
Maximize Conversion Value: Google Ads bidding explained
Want Google Ads to focus on your most valuable conversions? Maximize Conversion Value bidding might be the answer.
Detailed demographics in Google Ads: Targeting with precision
Detailed Demographics in Google Ads is a powerful way to refine audience targeting, enhance campaign performance, and avoid wasted ad spend.
Should you use optimized targeting in Google Ads? A quick guide
Learn all about optimized targeting - a powerful but controversial tool that can either enhance or hinder campaign performance.
Image assets in Google Ads: Everything you need to know
Learn all about Google Ads' image assets for search campaigns, which helps advertisers boost CTRs and stand out with responsive search ads.
Google Ads brand settings: What you need to know about inclusion & exclusion
Want to fine-tune your Google Ads targeting? Learn how brand inclusion and exclusion can help you control which searches trigger your ads.
How to use keyword insertion for more effective Google Ads
Learn all about Google Ads' keyword insertion feature, which dynamically includes search terms in ad copy to boost relevance and clicks.
Everything you need to know about Target CPA bidding
Learn about Google's Smart Bidding strategy Target CPA, that allows you to automate bid adjustments to achieve desired cost-per-action goals.
How to use Video View campaigns effectively in Google Ads
Learn all about Video View campaigns – how to bid for views, target audiences, and craft engaging creative using the YouTube ABCD framework.
Exact match keywords in Google Ads: Everything you need to know
Get up to speed on Google Ads exact match keywords – their evolution, best practices, and how to use negative keywords for smarter targeting.
How to use Lookalike segments in Google Ads
Leverage Lookalike segments in Google Ads Demand Gen campaigns to expand your reach and connect with customers who resemble your existing audience.
WhatsApp in Google Ads: Everything you need to know about Message Assets in 3 minutes
All there is to know about Google's feature enabling potential customers to initiate WhatsApp conversations directly from ads.
Mastering Maximize conversions bidding in Google Ads: A 3-minute guide
All there is to know about Google's Smart Bidding strategy that leverages AI to automatically optimize bids and maximize conversion results.