With privacy regulations tightening and cross-channel campaigns growing more complex, understanding attribution modeling has never been more critical for marketers. This guide breaks down first-click, last-click, and multi-touch attribution models, explaining how each tracks conversions and when to use them.

When creating responsive search ads in Google Ads, one of the first things you’ll notice is the Ad Strength indicator. Ranging from Incomplete to Excellent, this metric is designed to guide advertisers in building better ads. But while Google promotes Ad Strength as a helpful diagnostic tool, the marketing community remains divided on how much weight it truly deserves.

CTR (Click-Through Rate) is one of the fundamental metrics in online marketing. While often seen only as a supporting indicator, when used correctly, CTR can become a powerful tool for brand building and campaign optimization. Let’s explore how to make the most of it.

Most of you will agree that Performance Max campaigns work smoothly. But do they really bring MAXimum results as it's stated in their name? There is much more potential you can discover only by changing your approach.

Quality Score (QS) is a metric that Google uses to evaluate the quality of your ads. It is measured on a scale from 1 to 10, with 10 being the highest score. A higher Quality Score suggests your ad is more relevant to users' search queries compared to competitors’ ads. A lower Quality Score indicates there are areas that need improvement.

You're a ppc specialist, right? You probably focus a lot on your campaigns efficiency. This means not only identifying profitable keywords but also eliminating the ones that cost you money without delivering returns. This is where negative keywords come into play.

Your success in PPC advertising depends on several factors, including audiences, content, bidding, products, and keywords. This article focuses on keywords, match types, and best practices. Even skilled marketers might learn something.

In June 2022, we had to retire the long-standing ad format - Expanded Text Ads (ETA). They have been replaced by a more modern format that offers many additional features and works hand in hand with automated bidding strategies.