Dennis Yu

Google's Fabulous Christmas Gift to Content Factory

Sure, people are complaining about how Google gave $20MM to charities on our behalf, instead of giving us trinkets this year– whether they be a photo viewer, Flip video, or whatever. But Google gave us some stuff that was far better than something you could just buy yourself at Best Buy. Look at these campaign features:
  • Sitelinks in PPC ads: I won’t cover the ins and outs of AdWords site links, but suffice it to say that this feature increases your CTR. You can specify up to 10 links, but how many they show is usually just 3 or 4.
  • Automatic matching: Scary, but Google will choose other keywords for you to show up on. Do you remember a couple of years ago when Yahoo! just started tweaking people’s campaigns without telling them, causing advertisers to piss away money on irrelevant keywords– then get irate? Yahoo had the right idea but was perhaps premature in the game of trying to simplify life for advertisers, as it was too big a step at once and didn’t improve performance.  The same naysayers of “expanded broad match” are complaining about Google’s move here. However, I don’t think it’s all that bad.

Some considerations on Automatic Matching:

Yes, it encourages laziness. And will put in crappy words if your landing pages (which they crawl for keywords) stink. If you have a great campaign already with tight ad groups and strong negatives, it’s unlikely they’ll be able to add much traffic. Otherwise, there is a risk that your budget will get maxed out quickly.

You can still run keyword performance reports to determine exactly what keyword triggered your ad. So in the same way that you run placement reports for content to weed out junky sites, you’re showing ads on, you run a keyword performance report to see what new keywords you’re matching on, so you can then stick them in your campaigns or just negative them out. At the bottom of the ad group, they even break out the automatic match traffic, which is incremental to your regular traffic and doesn’t affect the rest of your bids, positions, or Quality Scores.

They do take into account location: Yes, so if you’ve got a franchised account with multiple locations, they will be smart enough to choose geo-modified keywords and pair them with the right ad and landing page. However, in Google’s semi-helpful FAQ on automatic matching, they caveat this by saying it works only when ALL the keywords in an ad group are geo-modified.

You should try it-– but don’t just assume Google’s recommendations are going to automatically improve your campaigns.  It will certainly improve Google’s profitability, but not your conversions. Unlike most tin foil hatters, I consider this feature– and anything else they roll out– good if you watch carefully what you’re doing. It’s effectively like the keyword opportunities tool, where they propose new keywords for you– except they’re automatically jammed into your campaigns.  Note that for this to work, every keyword in your ad group must be location-specific.

So between the improvements in Conversion Optimizer, site links (beta only), automatic matching (beta only), mobile ads (who knows), and new local options, Google has given us a ton of new gifts for Christmas.  I’m surprised so few people are talking about it– perhaps because Google themselves doesn’t talk about it, instead just quietly releasing new features into the wild.

Dennis Yu

Dennis Yu is co-author of the #1 best selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations. You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel. You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.
I'm a member of Blitzmetrics Academy and a friend of Dennis to boot. Not only is Dennis highly intelligent and full of great and creative ideas, he's also incredibly generous with both his knowledge and his time. Success couldn't come to a better guy. Thank you for all that you do for the world, Dennis! 🙏

Michael Pacheco


Thanks 🙏 for being shining light in this industry. Love what your building for works overseas too network for jobs so innovative. Dennis helped me navigate having bad experiences with marketing agencies and doing dollar a day marketing which has helped my personal brand tremendously. Highly recommend.

Eric Skeldon

Founder at Kingdom Broker

Working with Dennis has been a delightful experience. After meeting him in 2015 I got to collaborate with him on countless occasions. His understanding for state-of-the-art marketing, his implementation, and his leadership put him into the top 0.01% of marketers and mentors.

Jan Koch

Ihr kompetenter Partner für innovative KI-Strategien.

I had the pleasure of interviewing Dennis for my podcast in 2021 and since then we have maintained a friendship that grows with each interaction. I have seen Dennis' devotion to his friends and clients firsthand, and our conversations often result in us talking about how we can provide more value to the people around us. He is someone whom I can ask questions on a technical level, and look to on a personal level. If you have any hesitancy about hiring him, get over yourself and do it!

Isaac Mashman

Help scaling personal brands.

Geez, where do I start recommending Dennis? First, he is an absolutely brilliant marketer who understands where marketing is today and where it's going tomorrow. He also has an incredible passion for the International Worker community. The lessons he has taught me from his almost 20 years of experience hiring International Workers have been immense. Most importantly though. Dennis Yu is someone who wants the absolute best for you and is willing to tell you the truth. Dennis sat with me at a point in my business where I was floundering but did not want to admit it. He asked some very straight forward questions to get me to admit my issues, highlighted the issues, and then helped me create a roadmap to success.

Atiba de Souza

International Keynote Speaker | Video Content Superman | Superconnector |

Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will notr regret Dennis, which I had the pleasure of working with is one of the most giving, honest and tell you as it is person I ever know. The knowledge this man has is remarkable and he just gives it out freely. He is not pretentious and always entertain anyone big or small in the industry always willing to help. If you ever get a golden opportunity to work with him or mentored by him say YES!. You will not regret

Nixon Lee

The PR Whisperer

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