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Google Ads
Understanding the different match types is critical to get maximum results out of Google Ads.

The goal is to only show your ad for relevant search queries. The match types will give you control over which search queries will trigger your ads to eliminate irrelevant clicks.


Introduction


There are 5 different match types in Google Ads:


  • Broad match. Triggers all search queries closely related to the keyword.

  • Broad match modifier. Limits broad match to make sure certain words need to be within the search query.

  • Phrase match. Triggers all search queries that have the keyword as a phrase within them.

  • Exact match. Triggers search queries that exactly match the keyword, plus all close variants.

  • Negative match. Prevents your ad from being shown for search queries that contain this keyword.


Explanation of different match types in Google Ads.


Broad match


Standard all of your keywords are added as broad match within your campaigns.


Broad match means that your ad will be triggered for all search queries that are closely related to the keywords. Although this will give you a wide reach, there’s a big chance your ad will be shown for a lot of irrelevant search queries as well.


Example:

Keyword: plumbing service.

Triggers your ad for search queries like: plumbing service, plumber emergency service, plumbing tips, how to become a plumber, plumbing courses, repair my toilet.


As an experienced Google Ads specialist, I would highly recommend to not use broad match keywords in your account.


Using broad match keywords either blow out your budget on irrelevant clicks or has a negative effect on your account’s Quality Score.


Broad match modifier (BMM)


Broad match modifier gives you a bit more control than broad match.


It means that all of words that have a “+” in front of them, need to be exactly like that in the search query for your ad to be triggered. They can be in a different order tho, as well have additional words in-front, in-between, or behind them.


Example:

Keyword: +plumbing +service

Triggers your ad for: plumbing service, plumbing emergency service

Doesn’t trigger your ad for: repair my toilet, plumbing tips.


Broad match modifier is a great way to identify new potential keywords, by expanding your reach but still have control over when your ads are triggered.


Phrase match


Phrase match means that your keyword needs to be within the search query for your ads being triggered.


You will still need to make sure you have a large negative keyword list to limit your irrelevant clicks.


Example:

Keyword: “plumbing service”

Triggers your ad for: plumbing service, plumbing service near me.

Doesn’t trigger your ad for: plumbing emergency service.


Exact match


Exact match keywords will give you the most control over when your ads get triggered.


It’s highly recommended to create a large keyword list with as much as possible exact match keywords.

Example:

Keyword: [plumbing service]

Triggers your ad for: plumbing service.

Doesn’t trigger your ad for: plumbing service near me.


Close variants


It’s good to keep in mind that Google will show your ad for close variants.


These could include plurals, misspellings and function words. This is not a setting (anymore) so there’s no way you could turn this off.


If you don’t want your ad to show for certain plurals or misspellings, you could create a negative keyword list with these and add them to your ad group or campaign.

Explanation of close variants in Google Ads.


Negative keywords


Negative keywords will prevent your ad from being triggered.

It’s very important that you build a large negative keyword list, especially if you’re using a lot of broad match and negative keywords.


For your negative keywords, you can use similar match types as with the normal keywords, so broad, phrase and exact.


Image that shows how negative keywords works within Google Ads.
Broad match modifier doesn’t work for negative keywords, however broad match for negatives works similarly as BMM.

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Google Ads
Are you running a local business?

Or do you offer a service that is specifically targeting certain suburbs?

Here’s some tips to make Google Ads working for you.


Tip #1: Act like a local!


You probably don’t have a marketing like the “big guys”, so you’ll have to be smart. By emphasising the fact that you’re a local business you can beat them on your turf.


Nobody knows your area as well as you. 


See this example of a locksmith on Sydney’s Northern Beaches. They mention in their headlines, description lines, ad extensions and even brand name that they’re locals!


No big company with an office in the CBD will be able to compete with this.


Screenshot of local Sydney business on Google Ads.


Tip #2: Split out your campaigns


Being a local requires you to split out your Google Ads campaigns. 


You want to create 2 separate campaigns:

  1. A location targeting campaign. In this campaign, you can use more generic keywords (eg. “plumbing service”) but only target the area that you service. 

  2. A location keyword campaign. In this campaign, you use suburb specific keywords (eg. “plumbing service sydney”) and target a larger area.


Tips #3 to #5 will dig deeper into these 2 campaign types.


Tip #3: Use geo-targeting


For the location targeting campaign, you only want to target the area that you actually serve.


You can either use radius targeting (where you draw a circle around your business address), put in each of the suburbs individually, or use postcodes for this. It depends on your business which option you want to use.





Tip #4: Expand keyword list with location keywords


Once you split out your campaigns, you can expand your Google Ads keyword list with location related keywords.

Location keywords are related to a certain suburb, council, city or even country.


They can be described as long tail keywords, meaning there’s likely to be less competition than the more generic keywords in your list. Therefore there will be a lower cost-per-click (CPC) on these keywords and you will be able to achieve higher ad rankings.


Although one of these keywords won’t give you that much extra traffic, all together they can significantly increase your reach. Also, as they’re more relevant you’ll be able to write better ads, improve your average click-through rate (CTR) and improve your conversion rate (CVR).


As they’re more relevant you will also be able to achieve a higher Google Quality Score, which could potentially reduce the CPC of all the keywords in your account.


Tip #5: don’t limit yourself


How many keywords can you add you ask? A lot!

For example, for a business servicing North Sydney and Sydney’s Northern Beaches you will already be able to add the following suburb keywords:

  • Manly

  • Palm Beach

  • Curl Curl

  • Dee Why

  • Collaroy

  • Narrabeen

  • Mona Vale

  • Warriewood

  • Newport

  • Avalon

  • Frenchs Forest

  • Forestville

  • Belrose

  • Davidson

  • Terrey Hills

  • Beacon Hill

  • Allambie Heights

  • Balgowlah

  • Seaforth

  • Clontarf

  • Cammeray

  • Cremorne

  • Crows Nest

  • Kirribilli

  • Kurraba Point

  • Lavender Bay

  • McMahons Point

  • Milsons Point

  • Neutral Bay

  • North Sydney

  • St Leonards

  • Waverton

  • Wollstonecraft


Depending on where you’re potential customers are, you would be able to extend this list further. For our clients were able to significantly improve the performance of their Google Ads campaigns using location keywords.


Tip #6: Use negative keywords


To filter out irrelevant traffic, make sure that you create a list of suburbs/areas that you don’t service.


By adding this as a negative keyword list to your campaigns, people who include this in their search query won’t see your ad, even if they’re located within your location targeting. 


This will help you focus on clicks that will give you actual potential customers. 


Tip #7: Track your phone calls


You want to make sure that you track all of your conversions.


If you’re a local business that has a phone number on your site, make sure that you track your phone calls. Google offers free forwarding numbers to local businesses in Australia. All you need to do is add the script to your website.


Tip #8: Monitor your search queries


Although you would want to set up a tight keyword list, your ad might pop up for irrelevant search queries.

Especially if you’re working with a small budget, you want to filter these out as much as possible. 


Google Ads allows you to pull a search query report. By going through this report you’ll be able to identify irrelevant search queries and add them as negative keywords to your campaigns.


You’re able to find this report in Google Ads by going to your Keywords tab and then go to Search Terms.


In the Added/Excluded you’re able to see if a keyword is added already or not:

Screenshot of search terms report in Google Ads.


So if I’m not servicing Adelaide, based on the example above I can add the keyword “adelaide” to my negative keyword list.


Tip #9: Use ad scheduling


If you’re running a local business, it might not make sense for you to get leads when you’re not there to follow up straight away.


Google Ads gives the opportunity to use a time schedule. That way you can turn off your ads during certain hours. For example in the weekends or even during the week outside office hours.


Tip #10: Use location extensions


The big benefit as a local business is that you’re close to your customers. You want your customers to know that as well!


Google Ads gives the opportunity to show your address within your ad. These are called location extensions. As a local business, it’s highly recommended to set this up.

Screenshot of location extension within Google.


To enable this you will need to set up a Google Business Profile and link this with your Google Ads account.


Keep in mind, that to process to verify the location in your Google Business Profile will take a few weeks. Google will send a postcard to your address with a unique code to verify this.


Tip #11: Use local search ads


Local search ads will show up when customers are searching on Google Maps.


It promotes your Google Business Profile, using the location extensions. You will need to include Search Partners in your campaigns to make sure local search ads will show.


This setting is on a campaign level in your Google Ads account. 


Extra tip: Optimise, optimise, optimise


Google Ads has a lot of data available.


There’s no such thing as set and forget. To get maximum results out of your campaigns you will need to constantly optimise based on this data.


This means that you will need to change your keyword bids, pause underperforming keywords, add new keywords, test different ad copy’s, tweak your campaign setting and much, much more.


It’s the only way to improve your ROI.


About Vazooky Digital


Vazooky Digital is a boutique Google Ads agency based on Sydney’s Northern Beaches. If you need any help with improving your local Google Ads campaigns, please get in touch.

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Google Ads
We often get the question why a client should advertise on their own branded term in Google Ads.

They already have an organic top ranking for this search query, why would they pay for people to click on their ad instead?

There’s a few benefits of advertising on your own branded term, as listed out below: 


1. As branded keywords are highly relevant, the cost per click that we’ll have to pay for these are very low


First of all, branded keywords are the most relevant keywords in your account.

Therefore, you will have a higher Quality Score (relevance factor). This means that the cost per click will be relatively low.


So you won’t pay the highest price for your branded clicks anyway.


2. They have a positive impact on your account’s Quality Score


As they’re very relevant they have a positive impact on the Quality Score of your entire account.

This means that for all the non-branded keywords you will have a higher ranking and decrease their cost per click.


From a campaign management point of view, this is the main reason why I would always recommend to advertise on your branded term.


3. Competitors are allowed to advertise on your brand


Even though you might decide not to advertise on your brand, this doesn’t mean your competitors won’t!


Winning athlete to show how competitors advertise on your brand in Google Ads.

Within Australia all advertisers are able to use your brand name as a keyword in their account.

This means that if a potential customer types in your brand name in Google, they might see one of your competitors first. Yikes!


4. You have more control over the messaging that you want to promote


Although you’re able to instruct Google with meta tags what to show in your organic listing, there’s no guarantee. Google could use anything from your site to show in the search engine.


Having your ad showing first gives you far more control over the messaging you want to promote. Because of that you’ll be able to add offers, promote different USP’s and even test different landing pages other than your homepage.


Conclusion


To sum it up, advertising on your brand name will give you far more control and has a positive impact on the performance of all the keywords in your account.

Because of the relative low cost per click that you’ll have to pay makes it a no-brainer to advertise on your branded term.

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Google Ads, News
Google decided to change the name for Google AdWords. Alongside the changes to the AdWords platform there will be a rebranding for the DoubleClick platform as well.

The changes that will be made:
  • Google AdWords will change to Google Ads,

  • DoubleClick Search, Bid Manager and Campaign Manager will, together, be called Google Marketing Platform,

  • DoubleClick for Publishers and Ad Exchanged will be called Google Ad Manager.


So far this will only be a name and logo change. No big changes to the platforms will be made yet and all the campaigns that you’ve set up will continue to keep running as normal.

The new interface to has been in beta phase for the last few months will be rolled out as part of this, however most advertisers has already been using this. 

Have a look at the announcement on Search Engine Land for more information.

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Google Ads For Industries
AdWords Google Ads allows you to show ads on Google Search, whenever potential patients are searching for dentist related search queries.

It’s the most targeted way of advertising, as you have the ability to only show your ad when someone is actively searching for a dentist.


Google Ads is one of the most popular ways of advertising for dentists because of the following reasons:


1. You only have to pay for clicks 


With Google Ads, it’s free to have your ad showed. You only have to pay when someone actually clicks on your ad (unlike other types of advertising).

For dentists, this is great as it means that if people are not interested in your service (and thus don’t click on your ad) you don’t get charged for it.


A lot of other types of advertising (think about local magazines, flyers etc) often charge a flat fee to have your logo or ad shown, without knowing if there will be a return on investment. Google Ads makes it a lot easier and fairer for dentists.



Image of happy dentist patients thanks to Google Ads.


2. You only have to target people that are close to your practice


If you’re a dentist you’re likely to focus on certain suburbs, so there’s no point in showing your ad Australia wide.


Google Ads allows you to show your ad only to people that are located within a certain suburb. That way you won’t be spending money on people that will definitely not become a client.


3. You can track all of your new patients, even if they call you


Google Ads has the option to use a Google forwarding number on your site. That way you can see exactly which keyword converted into a lead and you can optimise your campaigns based on this data.


Tracking phone calls was a big issue a few years ago however, Google came up with a great solution to 
track your calls from your Google Ads campaigns.


It’s fairly easy to set this up. It can have a critical impact on the way you can optimise your Google Ads campaigns.


4. You can easily calculate your return on investment


Once you’re tracking all of your new patients it will be fairly easy to calculate your return on investment to make sure you make a positive return on your advertising spend.


You’ll be able to see on a keyword level which keywords are converting and which keywords are just spending money without getting results. Based on that data you can optimise your campaigns to make sure you get more leads out of your budget.


Because of the way the platform works, Google Ads is a great tool for dentists that want to get more patients.


If you need any help with setting up your campaigns, please
get in touch.

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Case Studies

A local and small business has not been very active online.

Their website only received a few visitors per week and had generated no leads so far.

Seeing the potential of digital marketing at direct competitors, they decided to be more proactive and use Google Ads to send quality traffic to their website.


Summary


After 6 months their website is generating 10-15 leads per month. Google Ads turned out to be a very useful marketing channel for them. Even with a relatively small budget, they’ve been able to make the channel profitable.
 


What I Did


As their website had a very basic setup we needed to get an understanding of how well their website is currently performing. I started with setting up some proper website tracking:


  • Installed Google Analytics to understand how many people visited their website.

  • Set up goals in Google Analytics to understand how many of those people fill in the contact form.

  • Set up a new Google Ads account to send quality traffic to their site, using localised targeting to make sure ads only showed for people within their target market.

  • Created a new landing page on their site to improve the conversion rate.

  • Set up call tracking to track how many phone call leads are coming from the website.

 

For Google Ads, we started off with a small budget to be on the safe side. Once we received data we were able to recalculate their budget based on the following:

  • Understanding how well the leads are converting (percentage of leads that convert into an actual sale).

  • Understanding the lifetime value of each of these new customers (revenue).


After a few months, they decide to increase the monthly budget to get even more leads.



Results

 

10-15 

monthly leads from Google Ads

99% 

accurate website tracking

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Google Ads For Industries
AdWords Google Ads is one of the most effective ways of advertising for hotels, OTA’s and other tourism agencies.

Here’s 5 Google Ads trends within the travel and tourism industry.


1. Bidding on brand names


Brand names are becoming more and more competitive. Lots of online travel agents are aggressively bidding on hotel names, which increases the cost per click that needs to be paid.

As a hotel, there are a few things you can do about this.


First of all, you can register your brand at Google. That way the OTA’s can’ mention your brand name in your ad. Keep in mind they’re still allowed to advertise on your brand name.


Then, you have to make sure you maximise the Quality Score of your keywords. This is a relevancy factor that Google uses when deciding the ad ranking.

A higher Quality Score can significantly reduce your cost per click and increases your ad position.


2. Tight location targeting


Google Ads makes it possible to only show your ad when people are located within a certain area OR are searching for a hotel in a particular area (eg. searching for “hotel in sydney cbd”).


Hotel image to make sure they target only potential customers in Google Ads.

As a hotel, you can make sure that your ad is only shown to people that are highly relevant to you so that you don’t waste any of your budgets on irrelevant clicks.


Also, if you’re doing any display advertising through Google AdWords, you can make sure that your display ad is only shown when people are viewing a web page that is about your location.

So, if you’re a hotel in Sydney you can show display ads if people are reading an article about the top 10 things to do in Sydney, even if they’re physically located outside Sydney.


3. Remarketing for search ads


Your visitors might not book straight away on your site. They might visit multiple websites and do their research, before making a decision.


By adding remarketing lists to your Google Ads campaigns you can bid higher if people have visited your site and are familiar with your brand.

That way you can get a higher ad position when they search again, making it more likely that they will re-visit your site and book.


4. High intent and long tail keywords


The main focus of your Google Ads campaign should be around long tail keywords. These are keywords that are more specific, for example “book tourist activities manly” or “skydiving in wollongong”.


Forget about generic terms like “hotel” and “tourist activities”. They tend to be way too broad which means 2 things.

First, because they’re so generic there are more competitors advertising on them, meaning the cost per click will be high.

And second, they’re likely to be less relevant for your business, meaning you need more clicks to make a booking.


Long tail keywords allow you to be more specific with your advertising and get more relevant clicks to your website.


5. Mobile friendly


More and more websites in the hotel industry are mobile friendly.

This is a much if you want to compete. Not having a mobile-friendly website means you can’t compete with your competitors on mobile devices, which cuts down in the volume of clicks you’re eligible to receive.


About Vazooky Digital

 

Vazooky Digital is a Google Ads agency based in Sydney, Australia. If you need any help with Google, please get in touch.

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Google Ads For Industries
Google AdWords Google Ads allows you to show ads on Google Search. Whenever potential customers are searching for real estate related search queries your ad pops up.

It’s the most targeted way of advertising. You will have the ability to only show your ad when someone is actively searching to sell or buy a house.

Because of the return of investment, it’s one of the favourite ways of advertising for real estate agencies.

Here are 4 reasons why you should use Google Ads for your real estate agency:


Reason 1: You only have to pay for an actual click to your site


Unlike other types of advertising, Google Ads will only charge you when someone clicks on your ad. It’s free to have your ad showed, as long as no one clicks on it.


For real estate agencies, this is great as it means that if people are not interested in your service (and thus don’t click on your ad) you don’t get charged for it.


A lot of other types of advertising (think about local magazines, flyers, event sponsoring etc) often charge a flat fee to have your logo or ad shown. You don’t know if there will be a return on investment. Google Ads makes it a lot easier and fairer for a real estate agent.


Reason 2: You only have to target people that are within your location area


If you’re a local real estate agent there’s no point in showing your ad Australia wide.


Happy buyers for real estate agency thanks to Google Ads.

Google Ads allows you to show your ad only to people that are located within a certain suburb. That way you won’t be spending money on people that will definitely not become a client.


It’s often recommended to set up 2 different types of campaigns. The first one will only be targeting the suburbs that you serve (using location/radius targeting). You can use more generic keywords (eg. keywords like “real estate agents”, “selling house” etc.).


The second campaign will target a larger area (like Sydney). You can use keywords that contain the suburb (eg. “real estate agent manly”, “real estate agency sydney cbd” etc.).

That way your ad will show to people that might physically be located outside your target area, however looking specifically for your services.


Reason 3: You can track all your leads, including phone calls


Google Ads has the option to use a Google forwarding number on your site. That way you can see exactly which keyword converted into a lead and you can optimise your campaigns based on this data.


Tracking phone calls was a big issue a few years ago however, Google came up with a great solution to 
track your calls from your AdWords campaigns.


It’s fairly easy to set this up but can have a critical impact on the way you can optimise your AdWords campaigns.


Reason 4: Easily calculate your return on investment


Once you’re tracking all of your leads it will be fairly easy to calculate your return on investment to make sure you make a positive return on your advertising spend.


You’ll be able to see on a keyword level which keywords are converting and which keywords are just spending money without getting results. Based on that data you can optimise your campaigns to make sure you get more leads out of your budget.


Because of the way the platform works, Google Ads is a great tool for real estate agencies that want to get more leads for a relatively low cost per lead.


About Vazooky Digital

 

Vazooky Digital is a Google Ads agency based in Sydney, Australia. If you need any help with Google Ads, please get in touch.

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Display Advertising
Remarketing is a great way of advertising to people that are already familiar with your brand.

Large companies, as well as many small businesses, are spending a fair amount of their online advertising budget to get previous site visitors back to their site.

Often this leads to heaps of view-through conversions. Great, you might think, my remarketing campaigns are driving conversions for a significantly lower cost as my other PPC campaigns.

However, how many of these conversions would you get regardless of showing remarketing ads?


The Problem: View-through conversions don’t give a clear image of how well your campaigns are performing


The question you need to ask for display advertising is: who looks at your display banners and (eventually) takes action based on that.

Are your remarketing campaigns adding incremental value to your business, or are you just showing ads to people that would convert anyway.


The Solution: A/B test your ads vs a blank ad


The only way to understand the incremental value of your remarketing campaigns is by testing.

Split out each your audience lists into 2 different ones (A and B). Create 2 different ads for each of them: one with your own branding, the other with a blank ad.

Image to show how to test your remarketing campaigns.

Don’t rotate ad 1 and ad 2 for the same audience list! Make sure that the people in audience list A only see your branded ad, and people in audience list B only see the blank ad.

Variation: People might start noticing a blank ad eventually, so you can add multiple variations (eg. using a charity or a stock image) of this one and rotate them for audience list B.

Obviously, the blank ad isn’t attributing to any of the view-through conversions that you see coming in.

So by comparing the view-through conversions of audience list A with audience list B you’d be able to see the incremental value of your remarketing campaigns.

For example:

 

Size of list

View-throughs

Audience list A

(your branded ad)

5,000

112

Audience list B

(blank ad)

5,000

89

Incremental view-throughs

23


In the example above we split the audience 50/50 to show different ads to each half.

As a result, we have seen more view-throughs coming on the branded ad (as expected). In total there’s 201 view-through conversions of which 23 are incremental – we wouldn’t have got these if we didn’t advertise.


Therefore only 11.4% of the total view-through conversions


We can use the following formula to calculate the incremental value of our remarketing campaigns:

(Audience list A view-throughs – Audience list B view-throughs) / (total view-throughs) x 100


Extra: understand your conversion window


To do this test properly, it’s important to 
set a conversion window that is realistic to your business.

Too short means you miss out on valuable data, while if you set a conversion window that is too long it makes the numbers look better than they are.

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Google Ads

The main goal of your AdWords Google Ads campaigns is to work towards a positive ROI.

When you spend money on Google you want to make sure that, in the end, you get more value out of it then what you put in.

With e-commerce websites, this is relatively straightforward, as you’d be able to track the exact outcome of your campaigns.

But how do you make sure your lead generation campaigns are profitable?


Step 1: Understand how much a new client is worth to you


The first step is to know (on average) how much you earn per client.

Is the client returning to your business or is it a one-off sale and, if so, how often is he likely to return?

You want to know your total customer value and how much profit you earn from it.


Money to show how much a client is worth to a business.

Example: your customer value is $500 and $400 of this is profit.


Step 2: Decide how much you’re willing to invest to get a new client


Once you know your customer value and your profit you’ll need to decide how much of this you’d be willing to spend on getting a brand new client in.

Often this is a certain percentage. The higher it is, the more volume you’d be able to reach (as Google works based on an auction model).


Example: You decide to invest 30% of your profit to get a new client. 30% of $400 is $120.


Step 3: Understand how many leads you need to get a new customer.


Not all leads will automatically convert into a customer (unless you’re a great salesperson – in that case well done!).

You need to know how many leads on average you need to get one sale. This will give you the cost per lead target that we need for our AdWords campaigns.


Example: On average you need 2 leads to make 1 sale. 50% of $120 is $60, which is your cost per lead target.


Step 4: Know the conversion rate of your site


The conversion rate of your site will decide how much you, on average, can spend on a click to your site.

All you need to do is to make sure you’ve got conversion tracking in place and that you set up your Google Analytics goals.


Example: 15% of your clicks convert into a lead. 15% of $60 is $9, which is on average the cost per click you can afford to make your campaigns profitable.


Step 5: Optimise your campaigns based on the data


Now the fun part starts.

Growing ROI by optimising Google Ads campaigns.

All of these numbers will change depending on how well you’re doing. It will also be different for each of the keywords in your account.

Some of your keywords will have a lower conversion rate (CVR), while others will be more relevant and have a higher CVR. If the CVR of a particular keywords turns out to be 25%, you can spend $6 more per click as it attributes more value to your site.

Once you have meaningful data you’d be able to optimise your bids down to the keyword level to get maximum result out your budget.

Also, you can A/B test your ad copy’s and landing pages to improve the CVR of your campaigns. This way you can bid higher, get a higher ad ranking and get more volume and leads for the same cost per lead target!

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