Kristina Cutura

See how an e-commerce brand improved Google Ads performance with a 65% lift in revenue.

If you are running Google Ads, you are likely focused on finding the right keywords to target. But successful PPC management is just as much about what you don't  target. Negative keywords are the filter for your campaigns. They allow you to eliminate irrelevant impressions and improve the quality of your traffic. For example, adding "cheap" as a negative keyword allows luxury retailers to avoid clicks from those unable to afford their products.By preventing your ads from showing for...

For B2B companies with smaller budgets, Google Ads is a different beast than it is for e-commerce or local services. The goal isn’t a low-cost impulse purchase, but high-value contracts that can reach into the tens of thousands of dollars. Because sales cycles are longer and lead values are higher, a standard account structure will likely result in wasted budget on unqualified clicks. Based on years of running successful B2B campaigns, here is a blueprint for setting up a successful account...