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What Is Digital Advertising? Types, Benefits & Examples (+Pro Tips!)



What Is Digital Advertising? Types, Benefits & Examples (+Pro Tips!)

Digital advertising is one of the most effective ways for businesses of all sizes to expand their reach, find new customers, and diversify their revenue streams.

That is, if you know how to navigate it right. Each ad network has its own unique strengths that you need to play to if you want to actually get a return on your investment.

And that’s why I’ve written this guide! In it, I’m going to distill the complex world of digital advertising down into its four core channels and show you how to harness the power of each one to grow your business.

Let’s get started.

Table of contents

What is digital advertising?

Digital advertising refers to any and all digital means of what many people call “paying to play.” You pay to get your business to appear on popular online channels, including search engines, social media platforms, websites, apps‚ and more.

Types of digital advertising

There are four core channels of digital advertising: search, display, social, and video.

Search advertising

Search advertising is also known as paid search, PPC, search engine marketing, search ads, or text ads.

Search ads are the text-based ads you see on the search engine results page (SERP). They appear based on what a user has searched and can be seen at the top of results, at the bottom, and sometimes on the side. You can run search ads on Google or Bing, but Google is the go-to.

Search ads also include Shopping ads, as there is a Shopping tab on Google, and Shopping ads can also appear on the regular Search tab:

google shopping ads on the SERP

Display advertising

Display ads, also known as banner ads, are the ads you see on websites and apps. Unlike search ads that are text-based, these are image based and they come in all different shapes and sizes. There are tons of networks you can run display ads on—the Google Display Network, of course, being one of the most popular.

digital advertising examples - display ad examples

Social media advertising

Social media advertising refers to ads on popular platforms like Facebook, Instagram, Twitter, LinkedIn, TikTok, and more. Like display ads, they come in many formats and placements and support a range of creative, from images and video to immersive mobile experiences. Facebook is the most versatile platform for businesses, so that’s what we’ll be focusing on in this guide.

1677264652 602 What Is Digital Advertising Types Benefits Examples Pro Tips


Video advertising

Social and display networks support video ads, but we’re talking about video as a channel here rather than a format. The world of video streaming and OTT can be complex, but what is *the* video channel? YouTube of course. YouTube ads include both video ads that play before, after, and during videos; as well as non-video ads that appear over videos and in search results.

digital advertising examples - youtube ad examples

Benefits of digital advertising

First and foremost, digital advertising is very cost-effective, first because it’s pay-per-click (or depending on what platform you’re using, it could be pay per impression, pay per video view, etc.)—you only pay when someone takes the desired action of your campaign. Even better, the targeting capabilities that come with digital advertising make it such that you’ll get the most qualified people to take these desired actions.

And to top it off, each digital advertising channel has its own set of benefits. Let’s take a look.

Benefits of search ads

Intent to buy is highest on search engines, and since you’re targeting keywords, your ads can appear for people searching for exactly what you have to offer. In fact, 89% of buying journeys begin with a search engine, and for commercial intent queries, 65% of the clicks go to paid ads. No wonder the ROI is 200%!

benefits of digital advertising - search ad stats

Benefits of display ads

Display ads build brand awareness, which is a top goal for 89% of marketers. Why? Because it feeds into the success of every marketing campaign you run—including your search ads. In fact, one study found that 27% of consumers conducted a search for a business after seeing its display ad, and that there was a 59% lift in conversions when users conducted a search related to a display ad. And we haven’t even talked about retargeting yet! 92% of marketing professionals say that retargeting display ads perform at the same level or better than search marketing.

benefits of digital advertising - display ad stats

Benefits of social ads

While intent to buy is highest on search engines, you shouldn’t only be targeting people in your audience with purchase intent. Enter: social, where there is intent to engage and discover.

Similar to display ads, social media ads build brand awareness due to the reach of social networks and their creative design capabilities. They’re also minimally disruptive, since they blend in well with users’ feeds and can be liked, shared, and commented on.

The cherry on top is that because users share detailed information about themselves on the platforms, social media ads allow for granular targeting. This makes social ads the perfect impulse enablers. They allow you to get in front of users when they’re open to taking action.

benefits of digital advertising - social media ad stats

  • An average Facebook user clicks on 12 ads per month.
  • 78% of U.S. consumers have made purchases through discoveries on Facebook.
  • Social media is the second-most popular channel for online brand research.

Benefits of video ads

We all know that video content holds power. It can inspire need through creative storytelling, make someone aware of their candidacy for a product or service, simplify complicated offerings, and build positive sentiment toward your brand.

While you can run video ads on Facebook and other display placements, they are often played with the sound off, and this is not the primary reason people turn to social media or websites. On YouTube, however, users are looking for visual, audible experiences—not to mention the fact that it is the second largest search engine in the world—making it the perfect place to reach your audience with education, entertainment, and emotion.

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benefits of digital advertising - video ad stats

88% of people say they’v been convinced to buy a product or service by watching a brand’s video.

YouTube is the second-largest search engine in the world.

70% of consumers have purchased from a brand after seeing it on YouTube.

Digital advertising examples

We have tons of digital advertising examples for you to browse.

google ads examples - bluevine search ad

facebook ad examples - shopify

instagram ad copy example - halos

skippable youtube ad example

types of google ads - example of types of display ads on a news web page

Digital advertising tips

Each digital advertising platform is a little different, so here are our best digital advertising tips, broken down by channel.

Search advertising tips

If you’re new to search ads or want to brush up on the fundamentals, these are the core things you need to nail down.

digital advertising - responsive search ad cheat sheet

If you’re a little further along in your search ad strategy, here are some more advanced tips:

1. Understand the nuances of Quality Score

Maintaining a high Quality Score is important because Google rewards high-quality ads with higher positions and lower CPCs (hence why it’s our #1 in starter tip). You can do this by keeping your click-through rate up; tightly aligning your ads, landing pages, and keywords; and optimizing the landing page user experience.

digital advertising - ad rank vs cost per click

But a healthy Google Ads account has a mix of campaigns, and a Quality Score of 10 is just not realistic for some keyword types. Here’s what’s considered a good Quality Score for different types of keywords:

  • Branded keywords: 8-10
  • High commercial intent keywords: 7-9
  • Low commercial intent keywords: 7
  • Competitor keywords: 3+

Keep these in mind when creating your campaigns!

2. Theme out your ad groups

The way you organize your campaigns and ad groups impacts how easy it is for you to manage your account and how effective your ads are, which impacts how much they’ll cost.

You can organize your campaigns according to what works best for you—such as by types of products or services you’re advertising, or by geographic location. What’s more important is that the ad groups within those campaigns are grouped by theme.

This is because you can only have one landing page per ad group, so this will ensure your ads and landing pages are super relevant to the keywords you’re targeting (to keep your Quality Score high).

digital advertising - google ads account structure

3. Get feisty

What makes search advertising so effective is also what makes it so competitive, so you need to be in it to win it! For starters, you’ll want to bid on your competitors’ brand terms—chances are they’re already bidding on yours.

digital advertising examples - ppc ad copy

Also, use competitor keyword research tools to find out the other keywords they’re bidding on. Some keywords you’ll be able to target head-on with better offers. For others where your offer isn’t as strong, use extensions and exceptional ad copy to improve your click appeal. Appearance, enthusiasm, and words sell!

And don’t forget the weak spots—keywords they’re not focused on that you can capture clicks for.

4. Be a keyword connoisseur

At the heart of a successful Google Ads campaign are the right keywords. But it’s not enough to just do your keyword research, input the list into your ad group, and call it a day. You need to regularly maintain keyword lists and seek out new keywords to target. Here’s how:

  • Use the search terms report: to find cheaper, higher-converting keywords that have less competition; new keywords to add to your ads; and negative keywords to block that are wasting spend.
  • Isolate low Quality Score keywords: Remove the ones with low Quality Scores and put them in their own ad group with hyper-focused ads and landing pages. If you can’t get a lift in performance there, you may want to pause or delete them if they’re not valuable enough for your business.

digital advertising - keyword quality score

5. Adequately fund your campaigns

All too often, we see accounts that fall into this scenario: Average CPCs are $10+, they have many high-quality, well-focused keywords, but the daily budget is spread across 5-10 campaigns, each getting only $5/day—not even enough to cover one click.

digital advertising - keyword research example

This is why keyword research (starter tip #2) is so important! Luckily we have a Free Keyword Tool for that!

Google Ads adjusts and optimizes the delivery of your ads based on real-time performance data. If you underfund your campaigns, your ads won’t serve frequently enough to give Google the data it needs to make those optimizations and give you a return on your investment.

If you’re so tightly strapped for cash that you have very low budgets, there are plenty of ways to save money in Google Ads while sticking to your guns. If you’ve covered all those bases, prioritize your account. Pick the campaign or keyword set you think is going to perform best, turn off all others, and divert all of your budget to that group. Let it run for a while and evaluate performance. If you’re seeing results, keep going. If not, pause that group and move on to the next.

    Display advertising tips

    Here are some basic tips to help you turn your display ads into audience- and awareness-building all-stars.

    • Get savvy on sizes, specs, and setup. Our cheatsheet to display ads covers everything you need on this front.
    • Arm yourself with design best practice and creative ideas: You’re not dealing with just blue text like in search ads. These display ad examples will give you inspo, intel, and best practices around creative design.
    • Make friends with audience targeting. While search ads are keyword-based, display ads are audience based. You need to know all the audience options available to you!

    Those are just the basics. If you are looking to really optimize your display campaigns, follow these tips:

    1. Carefully curate your audiences

    The main goal with display advertising is that of gaining impressions and brand awareness. But if you want that volume to have a true impact on your other campaigns, you need to carefully curate your audiences. Here are some sources to explore:

    • Referral traffic report (Google Analytics): Go to Acquisition > Referral traffic to see which websites are linking to yours the most. This can help you understand which websites cater to people that could benefit from your product or service.
    • Audience report (Google Analytics): Head over to the Audience > Interests > Overview to see which affinity and in-market audiences your current website visitors fall into.

    Audience Insights (Google Ads): Head to Tools>Shared Library>Audience Manager and look at affinity and in-market characteristics for any list or segment—all users, all converters, blog subscribers, and users who logged in on the site, for example. You’ll see that these qualities change based on which segment you’re looking at.

    digital advertising - display ad targeting

    2. Strategically retarget your engagers

    With retargeting campaigns, you can serve ads to people based on their previous engagement with your business, such as products they’ve viewed but not yet purchased, content they’ve downloaded, solutions they’ve viewed, and other ads they’ve engaged with.

    Why might you do this? Well, the average click-through rate for retargeting display ads is 0.7%, which is 10 times higher than that of regular display ads. And a website visitor who’s been retargeted with a display ad is 70% more likely to convert.

    If you want to run all-star display ads, remarketing campaigns must be in your mix (just avoid these remarketing mistakes!).

    3. Conduct placement audits

    A good advertiser will choose their audience targeting parameters and then call it a day. A great advertiser will look at how the placements within those audiences are performing and refine further with exclusions.

    For example, mobile app and game placements tend to be a waste of budget—too many accidental taps. You’ll also find among your successful placements that some are the cream of the crop. So conduct placement audits to see which ones are offering the most value.

    digital advertising - display ad placement examples

    Image source

    4. Know how to measure their success

    As we’ve touched on, most industries don’t see a ton of direct conversions from their display campaigns. With the bulk of their magic going on behind the scenes, how do you measure their success?

    The all-star advertiser knows how.

    The simplest way is through view-through conversions. A view-through conversion happens when a user sees your display ad, does NOT click on it, but then later returns to your site (whether by organic search or direct) and completes a conversion then.

    That being said, customize your Google Ads settings to include view-through conversions and use a short lookback window (the amount of time that elapses between impression and conversion).

    digital advertising - view through conversions

    This metric will never be as certain as click-through conversions, but we have reason to believe we can trust it. We also have some more advanced strategies for measuring the impact of your display ads on search campaigns here.

      Social advertising tips

      To succeed with Facebook advertising, here are some tips that will get you on the right track:

      • Learn account and campaign setup: Our Facebook ad tutorial will walk you through creating your first campaign.
      • Take on Aggregated Event Measurement: This is an additional part of setup that has to do with privacy changes. Use our AEM tips to understand what they are and how to prioritize your events.
      • Nail down how Facebook targeting works: Targeting has long been Facebook’s bread and butter, but it has changed a bit due to privacy policies. Our Facebook Ad Targeting guide will get you up to speed.

      And now, some more Facebook advertising tips to help you take things to the next level:

      1. Build a full Facebook ads funnel

      When you’re paying to play, it’s tempting to only promote bottom-funnel offers that will bring in direct profit. But this can actually backfire on you. Remember, not everyone in your audience is going to be ready to purchase right away—and it’s not about what’s highest value to you, but what’s highest value to your prospects at each stage in their buying journey.

      So use a variety of campaign objectives within Facebook ads to promote offers that range across your funnel. With a full-funnel strategy, you can capture leads, nurture them, and retarget them with higher value offers—and as you can see, this can make a world of difference in your conversion rates and ROI.

      digital advertising - facebook full funnel

      2. Organize your campaigns by objective

      Too many times, advertisers break out their campaigns according to who their targeting rather than what their objective is. So let’s say you have an SEO ebook for small businesses. You have three different variations of the ebook—one for physical therapists, one for interior designers, and one for lawyers.

      Instead of creating three separate campaigns for each audience, the better way to go is to create one campaign for the ebook and then within the campaign create three ad sets for each audience. This is how Facebook campaigns and ad sets are meant to be used.

      With this proper Facebook ad account structure, you can more efficiently manage and optimize your ads as well as scale your efforts and offers.

      digital advertising - facebook ad account structure

      3. Consolidate your conversions

      Once your pixel is set up, you can then tell Facebook which conversion events you want to track. Back to our SEO ebook example, you could set up a separate conversion event for each ebook download, but if you do, this is what you’ll see when you’re at the campaign-level view:

      digital advertising - facebook ad conversion count

      There’s no way to see conversion counts at a glance. You’ll have to dig into each ad set’s data to look at how many total conversions you’re getting from the campaign.

      But if you create one ebook download conversion event, you can then get a total conversion count quickly from the campaign view. It’s a small detail that can save you time and help you make decisions faster.

      Plus, with Aggregated Event Measurement, you’ll want to consolidate your conversions as much as possible. Events outside of your eight priority choices will not be reported on if they’re taken by iOS 14+ users who have opted out of Facebook tracking.

      4. Learn how to get creative

      Understanding who your people are and how to inspire their desire is key to winning at paid social. While this used to be child’s play in years past with all the native targeting, privacy changes have thrown a wrench into things. But that doesn’t mean you can’t get creative. And we have lots of clever workarounds for you to try. For example:

      digital advertising - facebook page targeting

      • Aggravated with Aggregated Event Measurement? Capture leads on Facebook directly with lead form ads or click-to-messenger ads.
      • Bummed out by the restrictions on targeting based on employment, real estate, and finance targeting? Use in-market audiences on Google, which still offer this kind of targeting, to get traffic to your site that you can use as a source audience for a Facebook lookalike campaign.

      5. Be more strategic with interest targeting

      Despite privacy restrictions, Facebook still offers detailed targeting on a number of different interests. But instead of targeting an interest identical to the product or service you’re advertising, think outside the box a bit. Consider the following:

      • Competitors: Even if you’re not getting clicks, you’re generating brand awareness among their audiences.
      • Parallel interests: If you’re advertising toys, you might target children’s clothing. Or if you’re advertising workout equipment, you might try people interested in electronic music or healthy recipes.
      • Adjacent audiences: Look at influencers and institutions in your industry that have pages with large followings. There you’ll also find related pages, pages liked by that page, and top fans. You can then go to their profiles, add “/likes” at the end of the URL and then see what they have liked.

      digital advertising - social media audience targeting

      YouTube advertising tips

          Here’s your starter kit for advertising on YouTube.

          And here are some more advanced YouTube advertising tips to consider:

          1. Prioritize the first 5 seconds

          The best video ads understand that users likely won’t see past the first five seconds. While some lean into the six-second bumper ad format (equal part art and science), others attempt to persuade the user to stick around for the full ad.

          Pragmatically, make sure you have your business name and a call to action and/or contact method in the first five seconds.

          digital advertising - video ad examples

          2. Use YouTube Studio analytics

          There is a lot of data you can get in YouTube Studio that you can’t get with regular Google Ads reports. For example, you can look at device reporting in Google Ads, but if you look in Studio, you can add additional metrics like card clicks.

          This is important because when looking at devices only, it appears as though TV, tablet, and game console devices bring in a decent number of views.

          digital advertising - youtube studio analytics

          But when you add in card clicks and average percentage viewed, we can see that while average view duration is longer for TV and Game console, these devices have zero clicks.

          digital advertising - youtube studio analytics

          This is because TV and Game console devices will not show cards, so if you’re running a TrueView discovery campaign, you’ll be paying for those video views even though they’re not converting.

          Unless you’re also striving for awareness or video engagement, the metrics in this view suggest that you only run your campaigns on Computer or Mobile phones. View more YouTube Studio report tips here.

          3. Be aware of fine-print settings

          There are some fine print settings when setting up video campaigns in Google Ads that you should be aware of. For example, Video Action campaigns support call-to-action extensions, sitelink extensions, and more to encourage users to visit your website.

          digital advertising tips - video ad fine print example

          Image source

          But according to Google, “The call-to-action button on TVs is only available for Video campaigns that use the “Brand awareness and reach” and “Product and brand consideration” goals. In other words, these extensions won’t show up on most TV devices. So if you’re running a Video Action campaign, turn off this placement.

          digital advertising - youtube ad example with CTA

          TV device targeting isn’t worthless—many people watch TV with their phones in their hands and after seeing your ad they could easily look up what your brand or product is. But if you want to capitalize on TV devices, split it out into its own campaign. You’ll have better control of the budget and get better insight on how your Action campaigns perform both on and off TV devices.

          4. Set a frequency cap

          Aside from creative, it’s important to remember video ads interrupt content a user actively chose to engage in. If you serve the same ad (or ads in the same series) to people too frequently, they will eventually tune you out or develop bad brand sentiment.

          Be sure you set a frequency cap for daily/weekly views. A good place to start is five views per week and adjust from there.

          digital advertising - frequency cap

          Digital advertising 101: Wrapup

          Whether it’s search, display, social, or video, all ad channels have a place on your digital advertising team—as long as you know how to play to each one’s strengths. Hopefully, this guide has given you an understanding of those strengths so you can assemble each ad into a lead-, sale-, and ROI-generating machine for your business.

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49 Father’s Day Instagram Captions & Ready-Made Images



49 Inspiring Father’s Day Instagram Captions & Ready-to-Post Images

With over 70 million dads in the world, over 50 ways to say dad, and one billion Instagram users, you can rest assured that ideas for Father’s Day Instagram captions are in high demand.

Image source

But Father’s Day is different for every business audience—and on an individual level it can vary from joyful to painful. So here are over 40 Father’s Day Instagram captions that range from witty and playful to serious and factual, plus pre-made posts you can save and publish in just a few taps!

Table of contents

Father’s Day Instagram posts

Throughout the post, you’ll find pre-made Father’s Day images sized just right for Instagram (1080 x 1080). You can save them right off this post, or you can customize them in Canva using this link.

father's day instagram captions - happy father's day

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Inclusive Father’s Day Instagram captions

These captions will help you to celebrate while staying respectful, in the name of diversity, equity, and inclusion.

  • To the fathers, grandfathers, great-grandfathers, godfathers step-fathers, father figures, and fathers-to-be: we celebrate you today and thank you for the mentorship, love, and guidance you’ve provided.
  • Happy Father’s Day to all the dads out there—whether you’re a dad or like a dad. Your love is the greatest and most precious gift in the world 🎁
  • While we wish all the dads out there a happy Father’s Day, we also extend our support to those without fathers or father figures and to dads who have lost a child.
  • Happy Father’s Day to all the great fathers and father figures out there! And to those of you who are struggling to put on a smile today, we see you too. ❤
  • To the fathers, dads, daddies, pops, papas, vaders, peders, pais, tads, abbas, babas, ates, vaters, pita-jis, pabbis, paks, babbos, otosans, padres, baathairs, buwas, tatas…we wish you a great day!
  • Not all dads wear suits, watch football, or are obsessed with grilling or power tools (although there’s nothing wrong with those things!). Let’s keep our perspectives open today—comment on this post and tell us about your dad!
  • Happy Father’s Day not only to all the dads on earth, but also all the dads in heaven. Sending lots of love on this day.
  • On this Father’s Day, to dads, granddads, stepdads, foster dads, dads in heaven, future dads, bereaved dads, and dad figures: we’re thinking of you.
See also  Does Google Ads Quality Score Still Matter in 2022?


father's day instagram captions - umberto eco quote

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Sweet Father’s Day Instagram captions

Use these captions in your social media marketing to celebrate the dads in your life and/or in your audience.

  • Happy Father’s Day, dads! Thank you for all the sacrifices you make for your families and the joy you bring to our lives.
  • I’ve learned so much from you over the years Dad, thanks for being the role model you are and shaping me into the person I am today. Happy Father’s Day.
  • We don’t say it enough, so say it extra today: Thank you for everything, dads.
  • Dad, your guiding hand on my shoulder will remain with me forever.
  • A dad is someone who wants to catch you when you fall. Instead he picks you up, brushes you off and lets you try again.
  • Life doesn’t come with a manual…it comes with a father.
  • Wishing you a day that feels like [something they love].
  • Because of your love and support, I’m a badass. Thank you Dad.
  • We ❤ our dad customers!


father's day instagram captions - catch you quote

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Funny Father’s Day Instagram captions

  • Happy Father’s Day, Dad. You may not know everything but you sure had me fooled for quite a few years.
  • I smile because you are my father…and I laugh because there is nothing you can do about it.
  • Forever grateful you still love me even after [all those times you did X]  in high school.
  • I love this guy more than he loves his [favorite thing here]. And that’s a lot.
  • I hope this Father’s Day is as good as your life was before kids.
  • On Father’s Day, let’s review the most important lesson I learned from my dad: [something funny/witty]. What’s yours?
  • Dads are the only ones who can____ // Happy Father’s Day to the only person who can _____.
  • Happy Father’s Day To the first person I call when ____.
  • D.A.D: Delay And Doze
  • “There should be a children’s song: ‘If you’re happy and you know it, keep it to yourself and let your dad sleep.’” – Jim Gaffigan
  • Cold one? Cracked. New balances? Fresh out of the box. Grill? Heating up🔥 Happy Father’s Day!
  • Beer + white socks and sneakers + jorts + chair nap = the perfect Father’s Day
  • Cheers and beers! Father’s Day is here🍻
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father's day instagram captions - richelle goodrich quote

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Factual Father’s Day Instagram captions

Use these Father’s Day facts, courtesy of Mental Floss and NPR to craft a little something different, whether that’s inspiring, nerdy, or eye-opening.

  • The first statewide Father’s Day celebration was in 1910 in Washington. Sonora Smart Dodd wanted to honor her father who raised six children on his own after his wife died during childbirth. To the single fathers out there
  • Roses used to be a tradition on Father’s day, red roses for the living and white for the deceased.
  • Father’s Day wasn’t recognized as a national holiday until 1972.
  • While the percentage of moms who are stay-at-home moms has remained stable, the percentage of stay-at-home dads has been rising slowly, from 4% in 1989 to 7% in 2016.
  • 60% of men over the age of 15 in the United States are biological, step, or adopted fathers.
  • Father’s Day is the fifth-largest card-sending occasion in America!
  • Only 50% of all Father’s Day cards are purchased for dads! People get them for friends, grandfathers, brothers, uncles, and more.


father's day instagram captions - inclusive happy father's day

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Father’s Day quotes for Instagram

  • “A father is neither an anchor to hold us back nor a sail to take us there, but a guiding light whose love shows us the way.” – Unknown
  • “In the darkest days, when I feel inadequate, unloved and unworthy, I remember whose daughter I am, and I straighten my crown.” – Unknown
  • “My father gave me the greatest gift anyone could give another person: He believed in me.” – Jim Valvano
  • “The best fathers have the softest, sweetest hearts. In other words, great dads are real marshmallows.” – Richelle E. Goodrich
  • “Any man can be a father, but it takes someone special to be a Dad.” – Anne Geddes
  • “My father didn’t tell me how to live. He lived and let me watch him do it.” – Clarence Budington Kelland
  • “I believe that what we become depends on what our fathers teach us at odd moments, when they aren’t trying to teach us. We are formed by little scraps of wisdom.” – Umberto Eco
  • “There will always be a few people who have the courage to love what is untamed inside us. One of those men is my father.” – Alison Lohman
  • “A father is someone you look up to no matter how tall you grow.” – Unknown
  • “I’ve said it before, but it’s absolutely true: My mother gave me my drive, but my father gave me my dreams. Thanks to him, I could see a future.” – Liza Minelli
  • “No man stands taller than when he stoops to help a child.” – Abraham Lincoln
  • “When a father gives to his son, both laugh; when a son gives to his father, both cry.” – William Shakespeare
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father's day instagram captions - alison lohman quote

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Words to use in your Father’s Day Instagram captions

If you want to be fully authentic, build your own Instagram caption with these words to describe fathers:

  • Adept
  • Adaptable
  • Adventurous
  • Accepting
  • Admired
  • Adored
  • Affectionate
  • Appreciated
  • Awesome
  • Bold
  • Brave
  • Caring
  • Cherished
  • Clever
  • Cool
  • Courageous
  • Considerate
  • Crafty
  • Dedicated
  • Delightful
  • Dependable
  • Devoted
  • Determined
  • Embarrassing
  • Essential
  • Extraordinary
  • Fabulous
  • Fearless
  • Fierce
  • Free spirit
  • Friend
  • Fun-loving
  • Generous
  • Giving
  • Guiding
  • Gutsy
  • Grill-master
  • Handsome
  • Hardworking
  • Heartwarming
  • Helpful
  • Humble
  • Hustler
  • Impressive
  • Inspiring
  • Intuitive
  • Keen
  • Kind
  • Legendary
  • Loved
  • Loyal
  • Magnetic
  • Mindful
  • Noble
  • Nurturing
  • Optimistic
  • Passionate
  • Patient
  • Powerful
  • Perfect
  • Protective
  • Proud
  • Real
  • Relentless
  • Resilient
  • Resourceful
  • Rock
  • Rugged
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  • Strong
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  • Tenderhearted
  • Thoughtful
  • Tolerant
  • Tough
  • Understanding
  • Unwavering
  • Warm
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  • Zesty


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Does Google Ads Quality Score Still Matter in 2022?



Does Google Ads Quality Score Still Matter in 2022?

Now, before you start frantically searching for a Google announcement that they removed this metric, you can breathe out a sigh of relief because Quality Score still exists within accounts.

But is it still relevant?

Quality Score has always been considered one of the most elusive performance metrics in Google Ads. And with all the changes to more automation from Google, we haven’t heard much on this metric (and what you can manually do to control it) for a while. But does that mean it no longer matters?

I ventured out into the PPC community to answer this question (I have my own opinion, of course) and was pretty surprised by my findings. So read on to find out whether Quality Score still matters in 2022! But first, a brief refresher.

What is Quality Score?

Before we get into our predictions of Quality Score, let’s first refresh on what even goes into a good Quality Score. There are three components to Quality Score—which is only assigned at the keyword level:

  • Ad relevance: how closely your ad matches the search query. So, Google will be looking for your keywords in your ad copy. This is usually considered the easiest “first step” to improving your Quality Score because you can control your copy.
  • Expected click-through rate (ECTR): Google’s determination of how likely your ad will be clicked on based on things like the query’s intent matching to your ad and your historical CTR data. I would consider this the toughest part of Quality Score to improve on since it’s up to Google’s prediction of your likelihood of pulling in a click, so there’s not much you can do to control this.
  • Landing page experience: how user-friendly and relevant your landing page is to the searcher. Google will be grading you on portions like page speed load, keywords on the page, relevance, and more. Depending on your resources, this could be considered easy to improve as well since you can hop in your own site to make tweaks to the copy.

Google takes those three factors and compiles them into a score of 1 through 10 (1 being the worst and 10 being the best). Since Google runs a tight ship, I usually see any scores 7 and above being absolutely amazing, 4-6 as decent, and anything below a 4 having room for improvement.

quality score formula

How does Quality Score work?

Quality Score impacts your performance because it helps Google determine your ad rank. Your ad rank is your Max CPC bid x Quality score. So, if you’re bidding aggressively but still see that your top and absolute top impression rate or impression share loss due to rank metrics are off, I’m betting your keyword’s Quality Score is the culprit.

how the google ads auction works

Perspective #1: Quality Score does not matter

Okay, I’ll admit, as a PPC Consultant I like to play devil’s advocate as I’m personally anti-Quality Score. There are a few reasons why:

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1. It’s not actionable

It’s difficult to control and improve on because it’s based on Google’s algorithmic judgment. And Google doesn’t give us much clarification on what specifically in our ads or landing page is causing a low score.

2. It’s only applicable to search

Quality Score is only applicable to standard search campaigns. Why should search keywords be the only account component that gets held to this KPI? And with all of Google’s development over the years, search campaigns are only small fish in a big sea of other media-heavy campaign types like display or video.

To me, this indicates that there are information gaps in what makes Google’s algorithm tick when it comes to judging your other campaign types.

3. It isn’t always correlated with performance

I’ve seen folks get bent out of shape over a low Quality Score when their account is otherwise in great shape and hitting their goals. If you’re pulling in the conversions that you want at the cost you want, who cares if you have a low Quality Score? The last thing you want is to lose that stellar performance by changing something in order to appease your Quality Score column.

Here are a few examples from real accounts that back my points:

Missing data

You’ll see in the screenshot below that these keywords all have similar performance metrics. However, Quality Score data is often missing on some keywords, so to identify the differences between a six or a seven you’re left splitting hairs.

example of missing quality score data in google ads reporting

Inconsistent scores

In these next three keywords, they’re all very similar to each other and go to the same landing page, yet only one gets the “low quality score” status flag, while the others all have widely different scores.

inconsistent quality score account data in google ads

Score-performance mismatch

This is one of the highest converting keywords in this account, yet the score is only average.

google ads quality score average but performance high

4. I’m not the only anti-Quality Scorer

Aaron Babaa, Google Ads Manager at Above All PPC, also doesn’t want to waste another minute staring at an arguably arbitrary metric. In his article Quality Score Is Dead! he makes two points:

Bot-driven scores are imperfect

Aaron writes, “Relevancy and landing page experience are bot-driven. That is, we are completely relying on Google’s bots to determine if our ads are relevant and if we deliver a satisfactory landing page experience. This system is imperfect. We know this because we have looked at plenty of ads that have low quality scores, but performed and vice versa.”

More score-performance mismatches

Like me, Aaron has also seen stellar campaigns with low Quality Scores:

“Optimizing for Quality Score often proves to be a wild goose chase. We’ve seen accounts with crazy-high CTRs, incredibly relevant ads, and beautiful, keyword-optimized landing pages… but terrible Quality Scores. We’ve even seen accounts where branded keywords (a keyword that is the name of the company and nothing more), show a Quality Score of 3.

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The system is clearly flawed.”

Want to get the full picture on how to improve your Google Ads? Try our FREE Google Ads Performance Grader and get hours of audit insights in seconds!

And this may be small but one final point: Quality Score isn’t even a default column in Google Ads.

google ads quality score custom column

Perspective #2: Quality Score does still matter

If there’s one thing I’ve learned about PPC as a consultant, it’s that you can’t take it too personally. When I asked Mark Irvine (PPC expert and Director of Paid Media at SearchLab) about his take on the matter, he had strong pro-Quality Score feelings. In fact, he started out by saying:

Is Quality Score dead? No, not at all.”

Here are his reasons for thinking that Quality Score still matters:

1. Its impact remains unchanged

Mark starts off by pointing out that Quality Score is the same as it’s always been.

“It’s still an equal factor in ad rank and ad rank still matters if you want to show up at the top of the SERP (or at all). If you’ve got a poor Quality Score compared to your competition, that’ll hurt you as it did before. If you’ve got a great Quality Score, you’ll be better off! The math of that all still holds as it did in 2013 when it was WordStream’s anthem.”

google ads ad rank formula

2. Keyword intent has been redefined

Mark goes on to say that while Quality Score hasn’t changed since 2013, everything else has:

“It used to be that (in 90 characters of ad text) it was really easy to write a bad, irrelevant, low-quality ad. Quality Score was a very simple metric to evaluate how “good” that ad was, and a really useful guidepost to make sure that advertisers were thinking of how their ads matched the searcher’s intent.

But since 2013, Google has tripled the size of its ads and added in customizable ad extensions, new formats, and responsive ads to help testing at scale.

No longer is the question “Does this ad match the search intent across one keyword signal?” but rather “Does this ad match this particular searcher’s intent across thousands of signals, including keyword, device, operating system, time of day, demographic, [and more]?”

3. The bar for “quality” has been raised

Building on his previous point, Mark says, “There used to be lots of advertisers writing bad ads, so it wasn’t difficult to write an ad with a good or great Quality Score to beat them all. Now, Google’s made it a lot easier for advertisers to write good (or at least not bad) ads.

That’s great for searchers and novice advertisers, but it raises the bar for everyone on writing a truly great ad with a significantly higher Quality Score. Quality Score still matters, it just isn’t the silver bullet it used to be.”

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One thing we can agree on about Quality Score

Mark’s last point is in line with one of mine above regarding Google’s lack of specificity as to what exactly you need to do to improve your Quality Score.

“Quality Score is still important and the tactics you take to improve it will continue to yield incremental results. But advertisers today are more interested in PPC strategy than they are in tactics, and that’s an exciting thing to see. Improving your Quality Score might still improve your PPC results by 10%, but improving your PPC strategy might 10x them.”

Improving your Quality Score might still improve your PPC results by 10%, but improving your PPC strategy might 10x them.

WordStream Account Director Holly Niemiec sums up this concept nicely:

“I’ve always viewed Quality Score as more of a “check engine light” for campaigns. Meaning yes, it can impact a campaign’s performance but isn’t the end all be all. Keywords with low Quality Scores can still perform well, and sometimes even better than higher Quality Score keywords. And competitor keywords will always have a low Quality Score but can still convert well.

I think that making sure your ad copy and keywords are relevant and that you have a landing page that loads quickly is important, and if you have all of those things then that is more important than over-fixating on raising your Quality Score from a 5 to a 7.”

Is Quality Score going away?

Just to reiterate: no! As I mentioned in the intro and as Mark reinforces in his argument, the existence and math for Quality Score is still very much there and the same as it’s ever been.

I wrote this post not in response to any information Google has released (in fact, Google’s lack of any news on this metric over the past 10 years makes me wonder…but I digress)—but because clearly, I’m not the only one who has been wondering where Quality Score stands with Google and where it will stand in the future.

So is Quality Score still relevant?

So, you got two sides to the story today, and now it’s totally your call whether you choose to focus on Quality Score or not. If you’re struggling to get your ads to show up on the SERP, improving your Quality Score can help. On the opposite end, if you’re comfortable with your account then you may want to let your Quality Score exist as is.

So, what do you think? Is Quality Score still relevant? Let us know in the comments!

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How Will ChatGPT & AI Impact PPC? 6 Expert Predictions



How Will ChatGPT & AI Impact PPC? 6 Expert Predictions

After decades of science fiction novels, films, and serialized Twilight Zone derivatives, the rapid onset and development of artificial intelligence has finally come to fruition.

No matter where you go on the internet these days, you will quickly become bombarded by the reality that not only has AI already become a valuable tool for mankind, but its long-term implications and rapid trajectory leave a multitude of concerns on our horizon.

There are technophiles who champion the advancement of artificial intelligence and its alarming ascension towards singularity, while understandably, many others are more than terrified of its risks.

Regardless of where you stand on the topic, one thing is clear for now: AI tools like ChatGPT are available, being heavily used, and will continue to evolve over future updates.

With these points in mind, it is clear that AI is going to have a significant impact on digital marketing (as well as almost every other industry and profession) in the coming months and years.

Here, I will highlight six predictions for ChatGPT, AI, and the future of PPC marketing:

  1. Increased competition (and higher costs)
  2. Improved targeting
  3. Enhanced ad copy
  4. More efficient ad campaigns
  5. Greater reliance on machine learning
  6. Continued innovation

Let’s get started.

1. Increased competition (and higher costs)

Due to AI tools like ChatGPT’s potential to provide advertisers with more powerful tools for targeting and optimizing their PPC campaigns, increased competition for an already saturated ad space may ensue. If advertisers who are leveraging ChatGPT are able to achieve better results and generate more revenue from their campaigns, then it may lead to higher prices for keywords and make it even more difficult for smaller advertisers to compete.

ChatGPT could be particularly beneficial for larger advertisers who have the resources to invest in machine learning algorithms and other advanced technologies. These advertisers may be able to use ChatGPT to gain a competitive advantage and outbid smaller advertisers for ad space. It is a possibility that increased usage of ChatGPT and other AI tools may improve blind spots that the account managers, agencies, and practitioners who are working for larger businesses otherwise would have missed.

It’s important to note that this prediction is not certain, and there are many factors that could influence the competitiveness of the paid media space for years to come. One thing is fairly certain though, and that is search advertising is not getting any cheaper.

Another issue that has been discussed is the reduction in the usage of Google Search because of ChatGPT.

The AI tool is very capable of answering nearly any question that you would search for on Google in addition to curating lists of recommendations for you for travel or entertainment. (The only caveat is that ChatGPT, in particular, is unable to source information beyond 2021 at this time.)

Google recently announced its own AI search experience, Google Search Generative Experience (SGE), which integrates AI into the SERP. This experience pushes organic search results even further down the page and may impact non-paid search traffic and click-through rates, leading to increased competition to show in Google Ads above SGE results.

google search generative experience snapshot example

The bottom line: Even with ChatGPT and Google SGE, I don’t believe that AI tools are going to be the end of search ads or search as a whole, but I do believe it is part of an evolution or transition to a more efficient model.

2. Improved targeting

ChatGPT (and AI in general) has the ability to analyze large amounts of data and generate insights about audience behavior. We already see this to a degree with smart bidding strategies within Google Ads.

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Given that the target keywords and ad copy you have created are aligned, Google’s automated bidding can “learn” over time how to produce more of the desired results that you want, such as conversions, clicks, and more.

AI tools, however, have the capability of analyzing data through text, CSV, or JSON files. This means that it can analyze user behavior on websites and other digital channels to identify patterns and trends. It can track which pages users visit, how long they stay on each page, and which actions they take (such as clicking on links or filling out forms).

ChatGPT can also be a valuable tool for keyword research–curating lists and structures for ad groups for you to target. (Although we don’t recommend using it as your primary keyword research tool.)

chatgpt keyword research prompt

With this information, ChatGPT could help advertisers develop more effective targeting strategies for their PPC campaigns. For example, it could help them identify the keywords and phrases that are most likely to be searched by their target audience and then use this information to create ads that are more relevant and engaging.

ChatGPT could also help advertisers segment their audience based on factors like demographics, interests, and behavior.

The bottom line: Although AI isn’t currently taking away jobs from PPC professionals, those who decide to leverage the tool will have a competitive advantage over those who choose not to. As one Google exec said at Google Marketing Live 2023, “You’re not competing against AI. You’re competing against other marketers using AI.”

3. Enhanced ad copy

One of ChatGPT’s obvious strengths is its natural language processing capabilities. By giving the AI enough information about the type of ad copy you are looking to generate, ChatGPT is able to produce persuasive (and sometimes surprisingly creative) suggestions. Whether you wish to use ChatGPT as a starting point to brainstorm headlines or to have it generate the ad copy word-for-word for you, it is an extremely powerful tool for PPC.

ChatGPT has been trained on vast amounts of text data and has the ability to generate natural-sounding language. This means that it could help advertisers create more engaging ad copy that resonates with their target audience.

chatgpt prompt to add urgency to ad copy

Even the best marketers have periods of writer’s block or feel the copy that they have produced could be better or hit on the desired pain points in a more concise manner. ChatGPT is extremely helpful in these situations as it can also provide additional feedback on your target audience in addition to taking the copy you wrote and editing it to be more readable.

Google is also using AI to help advertisers create and enhance ad copy. They announced asset creation within Performance Max which will use generative AI to generate ad headlines that more closely match search queries.

The bottom line: AI tools like ChatGPT can provide a helpful jumping-off point, but these tools still lack the ability to humanize or infuse personality into ad copy. However, ad copy is such a critical aspect of marketing that any small improvement could have massive returns in regards to CTR and overall ad performance. (Use these ChatGPT prompts as a jumping-off point to help enhance your ad copy.)

4. More efficient ad campaigns

With improvements to both targeting and ad copy, ChatGPT and other AI tools have the ability to help advertisers create more efficient ad campaigns overall.

By making certain aspects of the process such as keyword research and ad copy less tasking, AI could help advertisers save a considerable amount of time and reduce costs. ChatGPT, for example, has the ability to analyze user behavior and preferences to understand what types of ads are most likely to be relevant and engaging to each individual user. It could analyze data such as search history, browsing behavior, and social media activity to determine what topics and products users are interested in.

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With this information, ChatGPT could make more accurate and personalized ad recommendations for each user. Instead of showing generic ads that may not be relevant to the user’s interests, ChatGPT could suggest ads that are more likely to resonate with each user based on their individual preferences. The result of these more personalized ad recommendations could be a better user experience and higher engagement and conversion rates.

chatgpt prompt subject line personalization

Additionally, ChatGPT could help advertisers optimize their ad campaigns based on user feedback.

The bottom line: By analyzing user behavior and preferences, AI could provide insights into what types of ads are most effective and which ones are not performing as well. Advertisers could use this information to adjust their targeting and ad creative to improve the overall effectiveness of their campaigns.

5. Greater reliance on machine learning

I’ve touched on the increasing use of machine learning in the paid media space over the last six years in numerous posts. My position on the topic has remained consistent, although slightly altered, over this span of time. To summarize my views: machine learning has greatly improved the ease of setting up and running campaigns, and with particular goals set within the platform, great improvements to performance can be experienced.

However, the increased usage and forfeiture of control from advertisers to the “algorithm” that is run by the entity designed to take your advertising budget isn’t always a good thing. These platforms can add unnecessary bloat to campaigns and limit your ability to make very refined adjustments that you used to be able to make. They are essentially trying to make PPC a one-size-fits-all robot that will run your ads for you.

As AI tools continue to evolve and improve, advertisers may become more reliant on machine learning algorithms to manage their PPC campaigns. As stated above, this could lead to greater efficiency and better results. However, it may also lead to a lack of insight into how money is being spent and a general lack of genuine nuance that a human can apply to a marketing campaign.

1684879651 236 The 11 Biggest Updates from Google Marketing Live 2023

Google is trying to provide greater transparency into how Performance Max campaigns are being optimized through its improved search term insights report

The bottom line: This prediction is my most concerning on the list for a couple of different reasons. The first is that an AI can absolutely run PPC campaigns for you. Whether at this stage or in future iterations, the technology is clearly capable of building and running PPC campaigns. This has the potential to eliminate jobs.

But it shouldn’t. And here’s why: Many search advertising professionals have found that the “best practices” AI implements aren’t always the best practice for a specific advertiser. The AI used to set up, create, and run PPC campaigns will be applying whatever best practices its creator designs it to have, many of which may be in the best interest of the company and not the advertiser from a cost-efficiency standpoint. This is why it’s going to be so important to incorporate that human touch and oversight into AI-enabled PPC campaigns.

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6. Continued innovation

As ChatGPT and AI continue to evolve and improve, we can expect to see ongoing innovation in the PPC industry. This could lead to new ad formats, targeting techniques, and measurement tools that help advertisers get even better results from their campaigns (which we’ve already seen a glimpse of from Google Marketing Live 2023).

The rate at which we will see these changes is still up in the air. As mentioned, AI is progressing at a somewhat alarming speed. With any new technology, there is typically an adoption period that spans months and years that allows industries to catch up.

For example, it took years for businesses to master the process of selling online to the point where it is the primary place of commerce. The internet itself took decades to evolve. This gave everyone enough time to adjust to the changes and slowly evolve their businesses over time. With AI and ChatGPT, we could experience change at a rapid and disruptive rate that hasn’t necessarily been experienced since the industrial revolution.

chart that shows time taken to reach 1 million users - chatgpt has taken the shortest amount of time


Here are some of the top places I expect we’ll see continued innovation.

Ad targeting and performance

ChatGPT is just one example of this innovation, but there are likely to be many more developments in the years to come. One area where we can expect to see continued innovation in PPC is the use of artificial intelligence and machine learning to improve ad targeting and performance. As AI and machine learning technologies continue to improve, advertisers will have access to more advanced tools and algorithms for analyzing user behavior and preferences, identifying trends, and optimizing ad campaigns.

New ad formats and channels

Another area where we can expect to see innovation is in the use of new ad formats and channels. For example, as voice assistants and smart speakers become more prevalent, advertisers may start exploring ways to deliver ads through these devices. Similarly, we may see new types of ads that are more interactive, personalized, or immersive, such as augmented reality (AR) ads or virtual reality (VR) ads.

Measurement and attribution of ad performance

Finally, we can expect to see continued innovation in the measurement and attribution of ad performance. As more and more users interact with ads across multiple devices and channels, advertisers will need better ways to track and analyze these interactions to understand the impact of their ad campaigns.

The bottom line: The result of this continued innovation in the PPC advertising industry could be a more effective and efficient advertising ecosystem, with advertisers able to reach their target audience more accurately and users experiencing more relevant and engaging ads. It also means that advertisers need to be tuned in to the updates happening in the PPC landscape and be ready to make changes and experiment to continue seeing good results.

The bottom line: AI’s impact on PPC marketing

Overall, the future of PPC advertising looks bright, with plenty of opportunities for advertisers to achieve their marketing goals, especially when using AI capabilities to enhance campaigns rather than relying on it fully.

As AI continues to evolve, it will be more important than ever to stay on top of the curve and keep an eye on the latest updates and innovations.

Here are the six ways AI will impact PPC:

  1. Increased competition (and higher costs)
  2. Improved targeting
  3. Enhanced ad copy
  4. More efficient ad campaigns
  5. Greater reliance on machine learning
  6. Continued innovation

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