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      • Coins to Buy on the Dip
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        • Aqru Review
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        • Earn Interest on Bitcoin
        • Earn interest on Ethereum
        • Earn Interest on Stables
        • What is APY in Crypto?
        • Yield Farming Platforms
        • Yield Farming vs Staking
      • DeFi Crypto Guides
        • Best DeFi Apps
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        • Best DEX Coins
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    • Buy Crypto
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    • Bitcoin Price Prediction
      • ALICE Price Prediction
      • ApeCoin Price Prediction
      • Axie Infinity Prediction
      • Battle Infinity Prediction
      • Cardano Price Prediction
      • Chia Coin Price Prediction
      • DeFi Coin Price Prediction
      • Dogecoin Price Prediction
      • Dogelon Mars Prediction
      • Ethereum Price Prediction
      • Floki Inu Price Prediction
      • Hoge Coin Price Prediction
      • LBLOCK Price Prediction
      • LUNA Price Prediction
      • Pi Coin Price Prediction
      • Polygon Price Prediction
      • SafeMoon Price Prediction
      • Samoyed Coin Prediction
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      • Stepn GMT Price Prediction
      • SXP Coin Price Prediction
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      • XRP Price Prediction
    • Best Altcoins
      • Buy Battle Infinity
      • Buy Bitcoin Cash
      • Buy Binance Coin
      • Buy Celo
      • Buy Cardano
      • Buy Cartesi
      • Buy Chiliz
      • Buy Cronos
      • Buy Dash
      • Buy EOS
      • Buy ENS
      • Buy Ethereum
      • Buy Ethereum Classic
      • Buy FTX Token
      • Buy HBAR
      • Buy IOST
      • Buy IOTA
      • Buy Litecoin
      • Buy Livepeer
      • Buy Loopring
      • Buy Lucky Block
      • Buy LUNA 2.0
      • Buy LUNC
      • Buy Neo
      • Buy Pitbull Coin
      • Buy Polkadot
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      • Buy Solana
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      • Buy VeChain
      • Buy XRP
      • Buy ZCash
    • Best Crypto Exchanges
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      • Binance vs Coinbase
      • Binance Review
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      • Crypto.com Visa Card
      • Crypto Credit Cards
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      • Margin Trading Exchanges
      • Social Trading Platforms
    • Best Meme Coins
      • Best Dog Cryptos
      • Buy Baby Doge
      • Buy Dogecoin
      • Buy Floki Inu
      • Buy Kiba Inu
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      • Buy Tamadoge
    • Best DeFi Coins
      • Buy 1inch
      • Buy Aave
      • Buy Algorand
      • Buy Ankr
      • Buy Avalanche
      • Buy Balancer
      • Buy Bancor
      • Buy Chainlink
      • Buy Compound
      • Buy Cosmos
      • Buy Curve
      • Buy DeFi Coin
      • Buy DYDX
      • Buy Fantom
      • Buy Kyber Network
      • Buy Maker
      • Buy Polygon
      • Buy Ren
      • Buy Serum
      • Buy Storj
      • Buy Sushiswap
      • Buy Tezos
      • Buy Uniswap
    • Best Web 3.0 Coins
      • Buy Basic Attention Token
      • Buy Biconomy
      • Buy Filecoin
      • Buy Theta
  • NFTs
    • How To Buy NFTs
      • Best NFT Apps
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      • Best Utility NFT Projects
      • Buy NFTs on Binance
      • How to Flip NFTs
      • Make Money With NFTs
    • Best Metaverse Coins
      • Buy ApeCoin
      • Buy Axie Infinity
      • Buy Decentraland
      • Buy DeFi Kingdoms
      • Buy Enjin
      • Buy Gala
      • Buy GMT
      • Buy Immutable X
      • Buy The Sandbox
    • NFT News
      • Celebrity Backed NFTs
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      • Cheapest NFT Projects
      • Coolest NFT Projects
      • Most Expensive NFTs
      • New NFT Projects
      • NFT Calendar
      • NFT Horse Racing Projects
      • NFT Trading Card Games
      • Sport NFT Drops
    • Invest in the Metaverse
      • Best Metaverse Apps
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      • How to Invest in NFTs
      • Metaverse Projects
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      • Azuki NFTs
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  • Stocks
    • Types of Stocks
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      • Buy Adobe Stock
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      • Buy Medifast Stock
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      • How to Day Trade Stocks
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      • Islamic Brokers
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      • Paper Trading Platforms
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      • Best Forex Signals
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    • Trading Robots
      • Algorithmic Trading
      • Bitcode AI Review
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      • Crypto Bank Review
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      • Bit Index AI Review
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Business 2 Community
  • Investing
      • Best Cryptos
      • Best Beginner Cryptos
      • Best Crypto Under $1
      • Best Crypto Winter Tokens
      • Best Emerging Cryptos
      • Best ERC20 Tokens
      • Best Future Cryptocurrency
      • Best Utility Tokens
      • Coins to Buy on the Dip
      • Fastest Growing Crypto
      • Most Promising Cryptos
      • Next Crypto to Explode
      • Invest in Crypto
      • How to Invest in Bitcoin
      • How to Invest in DeFi
      • Long Term Investments
      • Low Market Cap Cryptos
      • Most Undervalued Cryptos
      • Penny Cryptocurrencies
      • New Cryptos
      • Best Crypto ICOs
      • Best Crypto IDOs
      • Best Crypto IEOs
      • Best Crypto STOs
      • Best Crypto Crowdsales
      • Best Crypto Presales
      • Best Crypto Private Sales
      • Buying Coins Pre Launch
      • Crypto Games
      • Best Blockchain Games
      • Best GameFi Cryptos
      • Best Gaming Crypto Coins
      • Best Play to Earn Games
      • Crypto News
      • Best Crypto Reddit
      • Best Crypto Signals
      • Crypto Tiktok Trends
      • Crypto Youtube Channels
      • Twitter Crypto Trends
      • Crypto Wallets
      • Best Cardano Wallets
      • Best DeFi Wallets
      • Best Ethereum Wallets
      • Best XRP Wallets
      • Crypto Bank Accounts
      • How to Spend Bitcoin
      • How to Spend Ethereum
      • Bitcoin Casinos
      • Best Bitcoin Gambling Sites
      • Best Crypto Lotteries
      • Bitcoin Blackjack Sites
      • Bitcoin Roulette Sites
      • Bitcoin Slots Sites
      • Ethereum Casinos
      • Earn Free Crypto
      • Best Crypto Airdrops
      • Best Crypto Faucets
      • Best Crypto Giveaways
      • Earn Free Bitcoin
      • Make Money With Crypto
      • Earn Interest on Crypto
      • Aqru Review
      • Best Staking Coins
      • Crypto Interest Accounts
      • Crypto Lending Platforms
      • Crypto Loan Sites
      • Crypto Savings Accounts
      • Crypto Staking
      • Earn Interest on Bitcoin
      • Earn interest on Ethereum
      • Earn Interest on Stables
      • What is APY in Crypto?
      • Yield Farming Platforms
      • Yield Farming vs Staking
      • DeFi Crypto Guides
      • Best DeFi Apps
      • Best DeFi Interest Rates
      • Best DEX Coins
      • DAO Crypto Projects
      • DeFi Lending Platforms
      • DeFi Staking Platforms
      • DeFi Swap Exchange
      • DeFi Yield Farming
      • Worldwide Crypto Guides
      • Best Africa Crypto Projects
      • Best Asia Crypto Projects
      • Best China Crypto Projects
      • Buy Bitcoin AU
      • Buy Bitcoin CA
      • Buy Bitcoin DE
      • Buy Bitcoin IN
      • Buy Bitcoin SG
      • Buy Bitcoin UAE
      • Buy Bitcoin UK
      • Buy Bitcoin ZA
      • Crypto Exchanges AU
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      • Bitcoin Mining Sites
      • Best Coins to Mine
      • Ethereum Mining
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      • Monero Mining
      • Crypto Marketing
      • Financial PR Agencies
      • ICO Marketing
      • Web3 Marketing
  • Cryptocurrency
      • Buy Crypto
      • Buy Bitcoin
      • Buy BTC with Apple Pay
      • Buy BTC with Credit Card
      • Buy BTC with Bank Wire
      • Buy BTC with eToro
      • Buy BTC with Paypal
      • Buy BTC with Prepaid Card
      • Bitcoin Price Prediction
      • ALICE Price Prediction
      • ApeCoin Price Prediction
      • Axie Infinity Prediction
      • Battle Infinity Prediction
      • Cardano Price Prediction
      • Chia Coin Price Prediction
      • DeFi Coin Price Prediction
      • Dogecoin Price Prediction
      • Dogelon Mars Prediction
      • Ethereum Price Prediction
      • Floki Inu Price Prediction
      • Hoge Coin Price Prediction
      • LBLOCK Price Prediction
      • LUNA Price Prediction
      • Pi Coin Price Prediction
      • Polygon Price Prediction
      • SafeMoon Price Prediction
      • Samoyed Coin Prediction
      • Shiba Inu Price Prediction
      • Stepn GMT Price Prediction
      • SXP Coin Price Prediction
      • VeChain Price Prediction
      • XRP Price Prediction
      • Best Altcoins
      • Buy Battle Infinity
      • Buy Bitcoin Cash
      • Buy Binance Coin
      • Buy Celo
      • Buy Cardano
      • Buy Cartesi
      • Buy Chiliz
      • Buy Cronos
      • Buy Dash
      • Buy EOS
      • Buy ENS
      • Buy Ethereum
      • Buy Ethereum Classic
      • Buy FTX Token
      • Buy HBAR
      • Buy IOST
      • Buy IOTA
      • Buy Litecoin
      • Buy Livepeer
      • Buy Loopring
      • Buy Lucky Block
      • Buy LUNA 2.0
      • Buy LUNC
      • Buy Neo
      • Buy Pitbull Coin
      • Buy Polkadot
      • Buy RadioCaca
      • Buy Solana
      • Buy Spark
      • Buy VeChain
      • Buy XRP
      • Buy ZCash
      • Best Crypto Exchanges
      • Best Altcoin Exchange
      • Best Metaverse Platforms
      • Best Crypto Apps
      • Best DeFi Exchange
      • Best P2P Exchange
      • Binance Referral Bonus
      • Binance vs Coinbase
      • Binance Review
      • Best Binance Alternatives
      • Best Coinbase Alternatives
      • Bitstamp Review
      • Bitstamp Sign Up Bonus
      • Coinbase Review
      • Coinbase Sign Up Bonus
      • Crypto.com Review
      • Crypto.com Sign Up Bonus
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      • Crypto Credit Cards
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      • Margin Trading Exchanges
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      • Best Meme Coins
      • Best Dog Cryptos
      • Buy Baby Doge
      • Buy Dogecoin
      • Buy Floki Inu
      • Buy Kiba Inu
      • Buy Shiba Inu
      • Buy Tamadoge
      • Best DeFi Coins
      • Buy 1inch
      • Buy Aave
      • Buy Algorand
      • Buy Ankr
      • Buy Avalanche
      • Buy Balancer
      • Buy Bancor
      • Buy Chainlink
      • Buy Compound
      • Buy Cosmos
      • Buy Curve
      • Buy DeFi Coin
      • Buy DYDX
      • Buy Fantom
      • Buy Kyber Network
      • Buy Maker
      • Buy Polygon
      • Buy Ren
      • Buy Serum
      • Buy Storj
      • Buy Sushiswap
      • Buy Tezos
      • Buy Uniswap
      • Best Web 3.0 Coins
      • Buy Basic Attention Token
      • Buy Biconomy
      • Buy Filecoin
      • Buy Theta
  • NFTs
      • How To Buy NFTs
      • Best NFT Apps
      • Best NFT Games
      • Best NFT Giveaways
      • Best NFT Lawyers
      • Best NFT Lottery Sites
      • Best NFT Presales
      • Best NFT Wallets
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      • Buy NFTs on Binance
      • How to Flip NFTs
      • Make Money With NFTs
      • Best Metaverse Coins
      • Buy ApeCoin
      • Buy Axie Infinity
      • Buy Decentraland
      • Buy DeFi Kingdoms
      • Buy Enjin
      • Buy Gala
      • Buy GMT
      • Buy Immutable X
      • Buy The Sandbox
      • NFT News
      • Celebrity Backed NFTs
      • Celebrity NFT Owners
      • Cheapest NFT Projects
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      • Most Expensive NFTs
      • New NFT Projects
      • NFT Calendar
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      • Invest in the Metaverse
      • Best Metaverse Apps
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      • How to Invest in NFTs
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      • NFT Land Projects
      • Best NFTs To Buy
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      • Prime Ape Planet NFTs
      • VeeFriends NFTs
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      • Binance
      • Crypto.com
      • DraftKings
      • Looksrare
      • Magic Eden
      • NFT Launchpad
      • NFT Music Platforms
      • OpenSea
      • Rarible
  • Stocks
      • Types of Stocks
      • Best Biotech Stocks
      • Best Bitcoin ETFs
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      • Best Cannabis Stocks
      • Best Cheap Stocks
      • Best DeFi Stocks
      • Best Dividend Stocks
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      • Best Upcoming IPOs
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      • Buy Oil Stocks
      • Buy Stocks on eToro
      • Buy Stocks via Credit Card
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      • Invest in Stocks
      • Invest in NFT Stocks
    • Trading
        • Best Trading Platforms
        • Best Investment Apps
        • Capital.com Review
        • Copy Trading Platforms
        • Demo Accounts for Stocks
        • Day Trading Platforms UK
        • eToro Review
        • eToro Review UK
        • eToro Review ZA
        • How to Day Trade Stocks
        • How to Trade Commodities
        • How to Trade Crypto
        • How to Trade ETFs
        • How to Trade Gold
        • How to Trade NFTs
        • How to Trade Oil
        • Islamic Brokers
        • Low Margin Rate Brokers
        • Paper Trading Platforms
        • XTB Review
        • Best Forex Brokers
        • Best Forex Brokers AU
        • Best Forex Brokers IN
        • Best Forex Brokers UAE
        • Best Forex Brokers UK
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        • Best Stock Brokers ZA
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        • Best Forex Signals
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        • Trading Robots
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        • Bitcode AI Review
        • BitiCodes Review
        • Bitindex Prime Review
        • BitIQ Review
        • Crypto Bank Review
        • Crypto Boom Review
        • Crypto Engine Review
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    Digital & Social⟩Online Marketing

    3 Major Differences Between Google Ads and Microsoft Advertising

    author imageJoe Martinez Last updated: 4 February 2020
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    It does not take much effort for an advertiser to import their campaigns from Google Ads straight into Microsoft Ads. But the most common mistake I tend to see is optimizing Microsoft Ads in the exact same way as with their Google Ads account. There are several differences between the two advertising platforms that advertisers need to remember to better optimize their campaigns.

    differences-between-google-microsoft-ads-similarities

    Microsoft Advertising search ads might look similar to Google Ads, but it’s important to remember the differences.

    In this post, I’ll share three major differences between Google and Microsoft that you need to know to get started. That way, next time you go in and optimize the mentioned areas in the channels, you will feel confident you are making the right decisions!

    Ad scheduling

    One way users can target their ads, or even just make certain bid adjustments, is with ad scheduling. Advertisers can choose the time of day and day of the week they would want their ads to be shown. They can also schedule times to make certain bid adjustments. What advertisers may have to be careful of doing is making the same ad schedule adjustments in both Google Ads and Microsoft Ads by default. It’s important to remember that these are different channels, so you need to know how ad scheduling works for each channel and check the data to see what performs best for your account.

    differences-between-google-microsoft-ads-ad-schedule

    In Google Ads, when you go to edit your ad schedule (as seen above), Google reminds you what time zone your account is in. This is because your ad schedule in Google is based upon the time zone you chose when you created your Google Ads account. In the image above, the account is Pacific Time and targeting all days at all hours. If this account is targeting the United States but wanted to change the hours to 8:00 a.m. to 5:00 p.m., then they would have to keep in mind that users on Eastern Time would see the ads from 11:00 a.m. to 8:00 p.m. If this does not sound ideal, the advertiser will have to create separate campaigns if they want to keep every time zone set to the same hours.

    differences-between-google-microsoft-ads-add-ad-schedule

    Now with Microsoft Ads, ad scheduling works differently. As seen in the image above, you can see Microsoft’s ad scheduling is based on the location of the person viewing the ad. So the same advertiser could still target the entire United States, keep the hours to 8:00 a.m. to 5:00 p.m. and not have to have several campaigns to execute this.

    Search partner targeting options

    Both Google Ads and Microsoft Ads have search partner networks. These are other sites allowing advertisers to expand the reach of their search network ads beyond the main Google.com and Bing.com domains. In this section, there are a few differences between the channels. The search partner networks differ between Google and Microsoft, and the way we can target each network is different, too. Also, Google’s search partners are set at the campaign level. In Microsoft, we can adjust our ad network distribution at the ad group level.

    Google’s Search Partner Network includes hundreds of websites (ask.com, for example), as well as other Google sites, such as YouTube. By default, Google will automatically include your campaigns in the Search Partners setting. If you see the results for search partners is subpar when segmenting your campaign data, it only takes two clicks of your mouse to remove partners and save the settings. Unfortunately, in Google, targeting search partners is either an “all in” or “all out” feature. You cannot target just the search partners in Google.

    differences-between-google-microsoft-ads-search-or-display-network

    When adjusting your ad distribution settings in Microsoft Ads, you’ll be able to see that besides Bing, your ads could show on the AOL and Yahoo networks. Now, unlike Google, there is not an option to target your search network ads on just Bing.com, which is unfortunate. Even if you wanted to target just search network sites, you still have to pick the option of Bing, AOL, and Yahoo lumped together.

    differences-between-google-microsoft-ads-search-ad-distribution

    What I like about the ad distribution in Microsoft Ads is they have options separating their partners by “owned and operated” and “syndicated search partners.” Now for whatever reason, if you see that one of the partner options performs significantly better than the others, you have the ability to use a “target only” targeting method for your ad groups. That’s a big difference in how you can optimize your campaigns to try and maximize performance as much as possible on these channels.

    In-market audiences for search

    If you want to bid differently to groups of users who are more likely to be actively researching or ready to buy in a specific category of products or services, Google Ads and Microsoft Ads both allow advertisers to add these in-market audiences to setwork campaigns. We also have the option to use these audiences from a targeting or observation (bid only for Microsoft) capacity in our settings. In both channels, we can also increase our bids on these audiences by up to 900%, or decrease bids for these audiences by up to 90%

    differences-between-google-microsoft-ads-bid-adjustment

    What the major difference is for these audiences between the two channels are actual options we have to add to our campaigns within each channel. For example Microsoft has a “Social” category with subcategory options, like “Romance & Relationships” or “Takeout & Delivery.” Google does not have these options. And there are several other categories or subcategories each channel has that the other doesn’t. Take some time to see if you missed out adding additional in-market audience layers to your campaigns because you assumed they were the same between the channels.

    At the time of writing this post, I couldn’t find a list of all the in-market audiences available in Google. But here is a list of all of the Microsoft in-market audiences that are updated as new ones are added.

    Remember, Google Ads and Microsoft Advertising are separate channels

    The ability to easily export Google Ads account information to Microsoft Advertising is a huge time-saver. But that doesn’t mean Microsoft Advertising is a copy-and-paste channel. You may not get as much traffic in Microsoft as you do with Google, or you may not spend as much with Microsoft as you do with Google, but you need to optimize for each platform in order to get the benefits of a cross-platform strategy. Here are the three key differences to review:

    1. Ad scheduling
    2. Search partner targeting options
    3. In-market audience for search campaigns

    The more we know how to use the channels, the better our optimizations will be. I only mentioned a few of the differences between the two channels, but I’m sure there are plenty more we could talk about. If you have any more to contribute, let us know in the comments below.

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      This article originally appeared on WordStream and has been republished with permission.
    Find out how to syndicate your content with B2C


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    Author: Joe Martinez

    View full profile ›


    More by this author:
    • 4 Easy Lead Qualification Strategies for Better Clicks & Conversions
    • 3 Clever Ways to Target Your Competitors’ Audiences Without Search Ads
    • Why and How to Import Cost Data to Google Analytics (+Template)

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