Igor Ivitskiy's Google Ads Blog

At Kaizen Forum 2023, Igor Ivitskiy argued that keyword-first advertising is losing ground as Google Ads relies more heavily on AI and behavioral

Google Ads clicks in one of Igor Ivitskiy’s large accounts became almost eight times more expensive between 2020 and 2023, so the old habit of relying

Many advertisers compete only for people who are ready to buy, even though Google Ads can reach customers much earlier and bring them back after the

In a year-long experiment, Igor Ivitskiy changed how AI systems described and recommended his professional brand. The starting answer was two generic

A campaign generated 22,000 registrations at half the planned cost, then the sales team found that every lead was worthless. The advertiser spent

Igor Ivitskiy argued that audience inputs work better when they clarify a behavioral signal instead of mixing many unrelated ideas. In the SaaS case

Search ads capture explicit intent, but the obvious keywords attract the fiercest competition and reveal only part of the market. At Strategic Profits,

At PPC Day 2023, Igor Ivitskiy explained why click fraud should be treated as a traffic-quality risk, not as a few obvious repeat clicks. The figures

Personal-brand advertising becomes expensive when Search, YouTube and Display all chase a cold global audience. Igor Ivitskiy proposed using those

A Google Ads account should become efficient before it becomes larger. Drawing on insights from 700 million in client ad spend, Igor Ivitskiy organised

Google Ads AI learns from the conversion signals an advertiser sends back, so a cheap conversion can be harmful when it represents the wrong person or