Articles by Matt Lawson

Measuring conversions is critically important in digital marketing. Columnist and Googler Matt Lawson explains why sitewide tagging is crucial to making every conversion count. The […]

The world’s largest advertisers routinely visit the Google campus to talk strategy. Columnist Matt Lawson sits down with Google’s Chief Search Evangelist for some top […]

Google’s Universal App campaigns use machine learning to automate app promotion. Columnist and Googler Matt Lawson goes under the hood to help you understand and […]

The days of rigid A/B testing are over. Columnist and Googler Matt Lawson talks about how to test ads in the age of optimized ad […]

Shopping ads promote your online and local inventory. Columnist and Googler Matt Lawson reveals seven ways to get the most from your campaigns. The post […]

Google updated the look of ad extensions back in August. Columnist and Googler Matt Lawson runs down how you can take full advantage of that […]

Oversegmentation is often the enemy of automation. Columnist and Googler Matt Lawson talks about how a fussy account structure can tank AdWords performance. The post […]

Price extensions show off your products alongside your ads in a carousel. Columnist and Googler Matt Lawson runs down how to make your price extensions […]

With billions of paid search ads delivered each day, it’s imperative to create appealing ad creative customized for the user and context. Luckily, AdWords is […]

Click share is a crucial metric that can help you improve Shopping campaigns. Columnist and Googler Matt Lawson explains what it is and how to […]