DumbCMO

Google Ads, dumbed down

Notes on Google Ads

  • Paying to be seen

    ChatGPT ads: how they pick who shows, in plain English

    ChatGPT ads are chosen by matching your ad to the conversation, then auctioned. 100,000+ advertisers are already in. For most small businesses, watch for now, and don’t move your budget yet.

    · 3 min read

  • Paying to be seen

    Google Ads: new spending controls and a 1-click AI Max test

    Google Ads is rolling out controls to say which channels get your budget first, plus a one-click test of AI Max. Both are useful, but all channels default to high priority, so nothing changes unless you change it.

    · 3 min read

  • Paying to be seen

    Instagram ads or Google ads?

    Google ads catch people who are already searching for what you sell. Instagram ads show your stuff to people who weren’t looking but might want it. If people search for your thing, start with Google. If they need to see it first, start with Instagram.

    · 4 min read

  • Paying to be seen

    Your first Google search ad, without wasting money

    Start with a small daily budget, a handful of specific search phrases, and a page that answers the search. Then check the search terms report every week and block the searches that waste money.

    · 5 min read

Words you’ll hear

Fancy terms. Simple ideas.

Negative keyword
A word you tell Google never to show your ad for, like “free” or “jobs”.
Performance Max
Google’s automated campaigns that run your ads across Search, YouTube, Maps and more at once.
Quality Score
Google’s 1 to 10 grade for how relevant your ad is. Higher scores pay less per click.
Search terms report
The list of what people actually typed before clicking your ad.