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.
Matt Lawson is Vice President of Ads Marketing for Google, responsible for a broad portfolio of ads products including search, shopping, display, and analytics.
PPC
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.
Content
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 Ads
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!
Analytics & Conversion
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.
Amazon Advertising
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.
Content
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.
Google Ads
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.