Episode 42: Optimizing Google Ads for Reengagement and Customer Lifecycle Goals


In this episode of The Customer Acquisition Show, Tom Meredith is joined by Rashna and Suhrid from Tier 11. They talk about what’s working now on Google Ads. They discuss topics such as brand exclusion and restriction, the shift towards broad match keywords, the impact of AI on advertising strategies, and the upcoming changes in Google Analytics. They also touch on the importance of having a well-optimized website and the future of advertising with generative AI and dynamic search ads.


  • 00:00:00 – Welcome to The Customer Acquisition Show: What’s Working Now on Google Ads!
  • 00:03:30 – Understanding Brand Exclusion and Brand Restrictions in Search Marketing.
  • 00:07:08 – Constantly Adapting to Facebook’s Updates: Unlocking Opportunities through Change.
  • 00:12:34 – Google Introduces One-click Broad Match Upgrade for Marketers.
  • 00:18:04 – Smart Ads: Budget Considerations and Levers in Google’s Hands.
  • 00:22:01 – Benefits and Challenges of Google’s New Features for Advertising and Account Suspension Issues.
  • 00:27:03 – Google’s Focus Shifts from Keywords to Website Content.
  • 00:31:58 – The Importance of Organic versus Paid Content in Google’s User Experience.
  • 00:34:38 – Shifting Focus in Google Ads: A Move Towards Experimentation and Asset Optimization.
  • 00:38:51 – Effective Combination of Dynamic Search Ads and Remarketing Audience for Improved Results.
  • 00:43:22 – Latest Google Ads Updates: Reengagement and Customer Acquisition Goals.

Links and Resources:

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