Google Ads Specialist

Mostly, they delete things. The first pass on an inherited account is usually removing keywords that were never going to convert, pausing ad groups with no impressions, and rebuilding the negative keyword list.

The second difference is matching the ad to the page. Sending a search for one specific product to a category page is one of the most common and most expensive mistakes in ecommerce, and it is invisible in the ads dashboard because the click did happen. It just did not become anything.

Broad match keywords with no negatives, which is Google happily spending on searches you cannot serve. Display placements bundled into a Search campaign. And conversion actions counted twice, which makes a bad campaign look efficient.

In Nepal there is a specific one worth knowing: a lot of search volume is in romanised Nepali rather than English, and campaigns targeting only English miss buyers who are searching for exactly what you sell.

Search first, always, because it captures existing demand and it is the only place where the person has already told you what they want. Remarketing second, because it is cheap and the audience is qualified by definition.

Display and YouTube depend on the business. They are awareness tools, and awareness is hard to attribute and easy to overspend on. I will run them when there is a reason to, not because the account looks fuller with them in it.