Digital Marketing & Growth Contributor
Stephen Colenn is a digital marketing professional with over a decade of experience across search engine optimisation, pay-per-click advertising, and performance marketing. He holds an MSc in Marketing from The University of Edinburgh and certifications in Google Ads and Meta Blueprint. Formerly Marketing Manager at TwoSquares and media specialist across WPP and Omnicom networks, Stephen contributes specialist operational insight into paid media, ad formats, and search campaigns.
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With Expanded Text Ads a distant memory and Call-Only ads officially sunset, Responsive Search Ads are the heartbeat of Google Ads. Learn how to master the ad copy matrix and leverage AI for 300% better performance.
A system-level guide to automated assets in Google Ads, what they are, how they are generated, when they help performance, and when disabling them improves control, clarity, and outcomes.
A deep, system-level explanation of how Google Ads decides which assets are shown with a search ad, why assets can be eligible but not visible, how combinations are chosen, and what this means for control and optimisation.
A practical explanation of Structured Snippet Assets in Google Ads, what they are, how Google renders them, eligible headers, manual vs dynamic snippets, and the trade-offs of using structured detail in search ads.
Keyword match types have evolved from rigid text filters to fluid intent signals. Understand the difference between Broad, Phrase, and Exact in 2026, and learn why the "Legacy" match types were retired.
A practical explanation of Price Assets in Google Ads, how they work, where they appear, eligibility rules, and the trade-offs of showing pricing directly in search results.
A system-level guide to negative keywords in Google Ads, why they are structural controls rather than hygiene tasks, how they shape intent boundaries, and how disciplined exclusion improves performance and learning.
As Google Ads moves toward full automation with PMax and Broad Match, negative keywords have become your most powerful lever for control. Learn how to build elite-level exclusion lists that guide AI toward profitability.
A 2,000-word deep dive into the technical, strategic, and psychological differences between remarketing and retargeting. Master the transition to first-party data and cookieless tracking.
A practical explanation of Callout Assets in Google Ads, what they are, how Google renders them, manual vs dynamic callouts, and the trade-offs of using short non-clickable statements in search ads.
A detailed, practical explanation of Promotion Assets in Google Ads, how discount-led messaging is rendered in search, eligibility rules, scheduling logic, and the strategic trade-offs between price, promotion, and perceived value.
A detailed, practical explanation of Sitelink Assets in Google Ads, how they work, how Google decides which ones show, asset hierarchy rules, and the real trade-offs between depth, clarity, and distraction.