Your own customer data is one of the strongest signals you can give Google, but match rates, policy and consent decide how much you can use. A current guide to Customer Match setup, match rates and targeting.
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Brand and non-brand traffic behave very differently, and blending them hides the truth. A current guide to whether to bid on brand, separating campaigns and reporting performance honestly.
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Optimisation Score is a useful prompt, not a target, and chasing 100% can hand control and budget to Google. A current guide to which recommendations to apply, dismiss and never auto-apply.
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Google Ads account strategists call with confident recommendations — but they usually haven’t studied your account strategy, their advice is often templated, and their measures of success can differ from yours. A current, evidence-based guide to who strategists are, how they’re incentivised, which recommendations are worth testing, and how to handle the call without hurting performance.
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Custom goals let you point a campaign at a tailored set of conversion actions for a non-standard objective — powerful when used deliberately, but they can make Smart Bidding less efficient if you starve the algorithm of data. A current guide to what custom goals are, when to use them, how to set them up, and how to measure them without hurting performance.
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A Performance Max asset group is a themed creative kit — headlines, descriptions, images, logos, video, an audience signal and a URL — that Google’s AI mixes into ads across every channel. Dump everything into one generic group and the mix turns to mush; structure groups by buyer mindset and each one stays coherent. A current guide to asset group specs and limits, how many to run, and why splitting by keyword, intent and competitor themes beats a one-size-fits-all group.
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As cookies fade, consented first-party data is how you keep measuring accurately. A current guide to Consent Mode v2, Enhanced Conversions and Customer Match.
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What each tagging mechanism actually does, which field to set and at which level, how to design a UTM taxonomy that still makes sense a year later, how to apply the same taxonomy across your other channels, and how to diagnose it when the data lands in the wrong report. Every parameter given exactly, with copy-pasteable examples.
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Google reviews are one of the strongest trust and local-ranking signals a business has. A current guide to why they matter for local business and how to get, respond to and manage them the right way — without breaking Google’s policies.
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Reconnecting with people who already know you is the cheapest conversion you will ever buy, but privacy changes are reshaping how. A current guide to remarketing audiences, RLSA, dynamic remarketing and the cookieless future.
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A clean link between GA4 and Google Ads is what lets Smart Bidding learn from the right conversions and audiences. A current guide to linking, conversion import, audiences, attribution and Consent Mode v2.
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Assets (formerly ad extensions) expand your ads and lift Ad Rank at no extra cost. Current best practices for sitelinks, callouts, structured snippets, images, calls and prices.
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Advertising a finance offer in Australia is not a normal campaign build — the ads cannot serve at all until a verification the advertiser usually cannot apply for themselves has been granted. This guide covers the whole path: whether your offer is caught, who must hold the verification, what the landing page and ad copy must say, and how to structure and measure the campaign once it can run.
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Audience signals increasingly decide who sees your ads. A current guide to in-market, custom and first-party audiences, and when to use targeting vs observation.
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