As a Google Ads practitioner, you probably spend the bulk of your time optimizing Search, Shopping or Performance Max campaigns. That makes sense — the Google SERP is the foundation of Google Ads. But ...

In competitive industries where keywords are costly, every edge matters. Beyond keyword targeting, consider layering audience targeting onto your Search campaigns to gather richer performance data.

Did you know we see up to 10,000 marketing messages a day, according to some researchers? That means an ad campaign has to be something really special to stick in our minds and influence our decisions ...