Using Google Keyword Planner for market analysis
Google Ads Keyword Planner is a free tool that can do more than suggest keywords. Three rules for using it for market analysis: choosing keywords, planning timing and…
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Category: Advertising strategy
Share of voice: using the 3-5-8 rule to increase brand exposure
What share of voice (SOV) is, how to apply Google's 3-5-8 rule to keyword and audience targeting (80%, 50% and 30% SOV targets), and three ways to raise…
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Google Shopping ads: reaching your most valuable customers
Three trends in online shopping behaviour, how Google Shopping ads reach potential customers across Search, the Display Network, YouTube and Gmail, and how to set up Merchant Center…
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Google Shopping ads: getting started with eye-catching product ads
Why to use Google Shopping ads, where they can appear, their six main advantages, the four steps to set them up and the 10 retailer requirements under Google's…
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YouTube video ads basics: the common ad formats
An introduction to four common YouTube video ad formats (TrueView in-stream, bumper ads, outstream and discovery ads), their features and how each is charged.
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Google Shopping ads basics: what are Shopping ads?
Using the printed store flyers that fill Taiwanese letterboxes as a starting point, this post explains what Google Shopping ads are and how they serve both advertisers and…
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Google Display Network basics, part 2: how to review GDN ad performance
Before reviewing Google Display Network results, confirm your campaign goal. This post walks through the Google Ads report areas and the basic GDN metrics: clicks, impressions, CTR, unique…
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Google Search Network: Ad Rank and Quality Score
How Google decides which search ads to show and in what order: the three elements of Ad Rank (maximum CPC bid, Quality Score and ad extensions) and the…
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Google Display Network basics, part 1: what are GDN ads?
An introduction to Google Display Network (GDN) ads: what they are, how they are charged (CPC or CPM, both set by auction) and how to decide whether they…
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