How can we make use of my existing customer base? / What is "customer match" used for?

If you have a large customer list, and if your Google account is eligible for "customer match," then you can implement some cross-selling and retargeting campaigns. Because the audience size is limited and much smaller than an audience found on Google, we won't need a large budget for this strategy. After about a month or two of gathering conversion data, we can also create a "similar audience" based on the customer list. Similar audiences are often effective, and we will incorporate it into our proactive targeting campaigns.

What are Dynamic Search Ads (DSA) Campaigns? When should I use DSA?

DSA Campaigns are used as learning experiments - You may choose to build dynamic search ad campaigns because they help you learn what ad copy & keywords to use in the other campaigns, in case you missed any important and effective words.

What to Expect With Competitor Campaigns

What to expect with Competitor Campaigns - You might decide to target the clients’ competitors.

How can we target competitors even more? / What is a Competitive Proactive Campaign?

It's possible to target competitors beyond the basic competitor campaign (which is where we show an ad after someone searches for a competitor). We can do this using affinity & intent audiences (which are audiences of people who are frequently associated with the competitor's business).

Why don't my ads appear at the top of the page when I search on Google?

A smart approach would be to work your way to the top by generating affordable leads in a short amount of time with a small amount of budget by bidding on lower position, higher quality keywords. Then start to scale.