Broad Match Modifier is Changing, What Now?
In February 2021 Google announced that they will be changing the matching behavior of broad match modifier in favor of an updated version of phrase match, which began to take place in mid-February. In July 2021, you will no longer be able to create broad match modified keywords but your existing BMM keywords will continue […]
Your Guide to the Recent Google Ads Targeting Updates
Google Ads has recently announced they will follow suit with Facebook to change the allowed targeting options for housing, employment, and credit companies. Will your organization be affected? We have put together a guide outlining not only who will be affected, but exactly what this targeting change entails: What Targeting Changes Has Google Made? If […]
Google Commits $340m in Google Ads Credits to SMBs – Are you Eligible?
In late March, Google published an article stating that they are committing $800m to support SMBs and crisis response, $340m of which will be provided to SMBs in the form of Google Ads credits. Google provided further details regarding these funds on April 20th, and we wanted to pass along these updates and answer some […]
Average Position is Gone, Now What?
As I’m sure you know by now, Google Ads retired one of their original metrics (average position) back in September of 2019. This was a significant change, as many advertisers found average position to be a critical metric during optimization efforts. For some, average position was a simple way to determine where your ads appeared […]
How to Determine Your Optimal PPC Budget
Many PPC budgets are determined by a company’s overall marketing dollars, but what should you actually spend each month? It can be difficult to determine exactly how much you should budget for with a PPC program, as there are various factors to consider. At Synapse, we have determined a method to determine optimal budgets and […]
What to Keep in Mind When Launching a Branded PPC Campaign
One of the most commonly asked questions when presenting a PPC proposal to a new a client is “why should we waste money bidding on our own branded keywords?” What is the purpose of bidding on brand when you are already showing at the top of organic listings? Brand can be a core component to […]
