Posts By: Kirti

Changing bidding strategy, refreshing ad copy, or tweaking targeting can have a huge impact — positive or negative. Instead of guessing, Google Ads Experiments let you test changes in a controlled way by splitting traffic between your current campaign (the base campaign) and a modified version (the experiment).

Keywords used to be simple: pick the right ones, block the wrong ones, and you were set. Fast forward to 2025, and the story is a lot more complicated. With AI-driven campaigns, blurred match types, and Google rolling out negative keyword updates left and right, advertisers are asking: “Do keywords still matter? And how do… Read more »

The court’s latest opinion addresses Google’s monopoly in search text advertising, a market central to digital advertising spend. The remedies outlined include new requirements for auction transparency and syndication access, though other advertiser-sought changes were declined. This comes from the Memorandum Opinion and Order (Sept 2, 2025) in the United States v. Google antitrust proceedings.

Performance Max (PMax) campaigns have become the backbone of Google Ads automation. With CPCs up nearly 13% year-over-year, every wasted click now costs more than ever. In a system driven by Google’s AI, negative keywords have become one of the last — and most powerful — levers advertisers can use to cut waste, protect budgets,… Read more »

Bidding exploration in Google Ads is the period when Smart Bidding experiments with different bids to gather performance data and learn how to best meet your goals. It usually happens after major changes to your campaigns and can last anywhere from a few days to a few weeks.