Have you heard the buzz about Google Ads "double serving" and wondered what it really means for your campaigns? In Episode 81 of Inside Google Ads, host Jyll Saskin Gales cuts through the noise to clarify Google's recent policy update, separating fact from fiction before offering 3 practical tips for managing this change. Then, Jyll busts another myth about the "death of PPC" due to Local Services Ads (LSAs). And finally, Jyll goes in-depth to answer a question about various strategies for B2B search campaigns to increase impression share while keeping CPCs in check.

SERPs are changing, and Impression Share today is not the same as it was 5 years ago. By the end of this episode, you'll have a clear understanding of how to properly evaluate and optimize your Google Search visibility today.

Key topics discussed:
- Understanding Google's new "top" and "other" ad auction placements
- How to segment your Google Ads data to analyze performance by placement
- Clarifying impression share metrics (Search IS, Search Top IS, Search Absolute Top IS)
- The role of Local Services Ads (LSAs) for local leag generation businesses
- Strategies for optimizing B2B search campaigns: broad match vs. exact match with audience targeting
- Prioritizing impression share vs. CPC in Google Ads

Plus, stay tuned until the end of the episode for a new Insider Challenge to solve!

You can get episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode81
 
Google Ads Coaching
Need some expert help with your Google Ads campaigns? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode81

Inside Google Ads course
Join more than 400+ Google Ads practitioners in Jyll's Inside Google Ads membership course. You'll find up-to-date Google Ads tutorials, including Anthony Higman's 90 minute LSA masterclass, and you can ask Jyll your questions at an exclusive live video call every single month. Learn more at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode81

Read more about this topic on Jyll's Google Ads Blog
- What is Impression Share in Google Ads? https://learn.jyll.ca/blog/what-is-impression-share-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode81
- What is a good Impression Share in Google Ads? https://learn.jyll.ca/blog/what-is-a-good-impression-share-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode81
- How can I increase my impression share in Google Ads? https://learn.jyll.ca/blog/how-can-i-increase-my-impression-share-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode81
- Should you use Target Impression Share bidding in Google Ads? https://learn.jyll.ca/blog/should-you-use-target-impression-share-bidding-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode81

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