Ad Policies and Disapprovals in Google Ads
How Google Ads policies work, why ads get disapproved, and how to resolve disapprovals calmly instead of in a panic.
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Search Engine Advertising
Bezahlte Suche und Paid-Media-Disziplinen — Plattformen, Kampagnen, Gebote, Auktion, Tracking, KPIs.
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Audiences and Audience Targeting in Google Ads
Audience types, Targeting vs. Observation, RLSA and Customer Match in Google Ads — which audience makes sense in which campaign type.
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Enhanced Conversions and the Server-Side Conversion API
How enhanced conversions and server-side tracking recover lost conversions via hashed first-party data - and why consent still applies.
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Evaluating Campaigns — KPIs, Test Duration, Budgets and Sensible Test Setups
Which KPIs actually matter, how long a test must run, how much budget it needs, and which setups deliver reliable answers — and which don't.
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Google Ads account structure — from campaign down to ad group, set up right
Account segmentation, campaign types, ad groups, SKAG/STAG, match types, negatives and brand/generic/competitor — woven together.
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Google Ads Scripts and Automated Rules
Rule-based automation without code vs. JavaScript scripts with account access. What each is good for — and what Smart Bidding makes obsolete.
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Google Tag Manager and Consent Mode v2
How GTM manages tags without code changes and why Consent Mode v2 is mandatory in the EEA since March 2024 — signals, basic vs. advanced, CMP and modeling.
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Microsoft Advertising as a Paid-Search Alternative
Microsoft Advertising (formerly Bing Ads): network, Google Ads import, cheaper CPCs and LinkedIn targeting — and when the channel actually pays off.
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Setting Up Conversion Tracking in Google Ads Correctly
Conversion tracking is the basis of every optimisation. Tracking methods, primary vs. secondary conversions, counting — and the most common errors.
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Shopping Feeds and the Google Merchant Center
How the product feed replaces keywords in Shopping and PMax, which attributes are required, and why products get disapproved.
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Understanding Attribution Models
How attribution splits conversion credit across touchpoints, why Google made data-driven the default and dropped rule-based models — plus the limits.
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Understanding Performance Max — strengths, black-box pain, alternatives
When PMax actually delivers, where the black box hurts, and which alternatives are realistic for shopping and lead accounts.
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Understanding Smart Bidding — when tCPA, tROAS or Maximize Conversions makes sense
When to pick tCPA, tROAS, Maximize Conversions or Manual CPC — mechanics, common pitfalls and worked examples for choosing the right bidding strategy.
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Untangling SEA metrics — how CPC, CPA, ROAS, POAS and CIR connect
How CPC, CPA, CPL, CPO, ROAS, POAS, CIR, ROI, CTR and CVR fit together mathematically — with a reference table and concrete worked examples.
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