Explore every episode of the podcast The Paid Search Podcast | A Weekly Podcast About Google Ads and Online Marketing
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Title
Pub. Date
Duration
10 Principles Everyone Should Know: Part Three (Episode 427)
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327: Frequency Capping in Google Ads
12 Sep 2022
00:41:25
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Jason Rothman - https://rothmanppc.com/ Chris Schaeffer - https://www.chrisschaeffer.com/
Show Notes: Frequency capping is seldom talked about, but it can give you a surprising amount of control of your display and video campaigns when it comes to remarketing. In this episode, Chris and Jason dig into frequency capping for display and video campaigns, how unique reach and frequency metrics are calculated, and offer their opinions on if and when frequency capping could benefit your Google Ads campaign.
(4:58) What is frequency capping in Google Ads
(10:50) Frequency capping for display campaigns
(17:55) Frequency capping for video campaigns
(23:00) How unique reach and frequency metrics are calculated
(28:03) How to view your reach and frequency metrics on display campaigns
(32:41) If and when you should use frequency capping
We need your help! Please help us grow the show: If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create more content.
Send us your questions here - https://paidsearchpodcast.com/contact-us/ Subscribe on YouTube - https://www.youtube.com/c/ThePaidSearchPodcast First 100 Episodes - https://paidsearchpodcast.com/archive/
Adventures by A Himitsu https://soundcloud.com/a-himitsu Creative Commons — Attribution 3.0 Unported— CC BY 3.0 Free Download / Stream: http://bit.ly/2Pj0MtT Music released by Argofox https://youtu.be/8BXNwnxaVQE Music promoted by Audio Library
326: Advanced Tips for Performance Max Campaigns on Google Ads
05 Sep 2022
00:39:33
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Chris Schaeffer - https://www.chrisschaeffer.com/ Jason Rothman - https://rothmanppc.com/
Show Notes: In our last episode, we did an introduction to Performance Max in Google Ads. In this episode, we're diving in deeper sharing advanced tips to improve your Performance Max campaigns. We discuss how long you should wait before judging the campaign's success, defining your goals, setting a budget, and the value of adding quality assets.
(4:46) How patient should you be before judging the success of your Performance Max campaign?
(13:01) Conversions and ROAS are the most important things to remember about Performance Max campaigns
(16:34) Defining your goals - Do you focus on new customers or returning customers?
(23:29) What budget should you give your Performance Max campaign?
(27:41) The value of adding a variety of quality assets (text, images, videos, etc.) to your Performance Max campaign
(34:07) How leaving final URL expansion on in your Performance Max campaigns can lead to more conversions
We need your help! Please help us grow the show: If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create more content.
Send us your questions here - https://paidsearchpodcast.com/contact-us/ Subscribe on YouTube - https://www.youtube.com/c/ThePaidSearchPodcast First 100 Episodes - https://paidsearchpodcast.com/archive/
Adventures by A Himitsu https://soundcloud.com/a-himitsu Creative Commons — Attribution 3.0 Unported— CC BY 3.0 Free Download / Stream: http://bit.ly/2Pj0MtT Music released by Argofox https://youtu.be/8BXNwnxaVQE Music promoted by Audio Library
325: Introduction To Performance Max Campaigns
29 Aug 2022
00:49:42
Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp
Jason Rothman - https://rothmanppc.com/ Chris Schaeffer - https://www.chrisschaeffer.com/
Link: About Performance Max campaigns - https://support.google.com/google-ads/answer/10724817
Show Notes: We are excited about the results we've seen so far with Performance Max campaigns and the potential it has to tie Google Ads together across the Google Ads ecosystem, so in this episode, we're digging into Performance Max.
(4:55) What’s going on with Performance Max in Google Ads?
(12:08) Performance Max campaigns explained
(21:40) How much control do you have in a Performance Max campaign?
(24:55) What is an audience in Google Ads Performance Max campaign?
(33:34) What ad assets do you use with Performance Max?
(37:00) How Performance Max works with search campaigns
We need your help! Please help us grow the show: If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create more content.
Send us your questions here - https://paidsearchpodcast.com/contact-us/ Subscribe on YouTube - https://www.youtube.com/c/ThePaidSearchPodcast First 100 Episodes - https://paidsearchpodcast.com/archive/
Adventures by A Himitsu https://soundcloud.com/a-himitsu Creative Commons — Attribution 3.0 Unported— CC BY 3.0 Free Download / Stream: http://bit.ly/2Pj0MtT Music released by Argofox https://youtu.be/8BXNwnxaVQE Music promoted by Audio Library https://youtu.be/M
324: When to Make Changes in Google Ads and Other Questions - Google Ads Q&A
22 Aug 2022
00:51:53
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Chris Schaeffer - https://www.chrisschaeffer.com/ Jason Rothman - https://rothmanppc.com/
Show Notes: In this episode, we're digging through our inbox for another listener Q&A. This time we're covering when to make changes to a Google Ads account, how often to use experiments, getting rid of long, unwanted search terms, improving position metrics, changing the budget on a target CPA bidding campaign, and converting a SKAG campaign.
(4:06) When to make changes to an account? Is there a statistical percentage you should wait for?
(9:28) How often do you use Experiments in testing new settings, bid strategies, ads, etc?
(15:31) How do you get rid of long, unwanted search terms? Do you worry about them if they have 0 clicks?
(25:48) Is there a way to improve the position metrics for max conversion bidding strategy?
(35:14) Will changing the budget on a target CPA bidding campaign restart the learning phase?
(41:45) How do you convert a SKAG campaign into a theme-focused campaign?
We need your help! Please help us grow the show: If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create more content.
Send us your questions here - https://paidsearchpodcast.com/contact-us/ Subscribe on YouTube - https://www.youtube.com/c/ThePaidSearchPodcast First 100 Episodes - https://paidsearchpodcast.com/archive/
Adventures by A Himitsu https://soundcloud.com/a-himitsu Creative Commons — Attribution 3.0 Unported— CC BY 3.0 Free Download / Stream: http://bit.ly/2Pj0MtT Music released by Argofox https://youtu.be/8BXNwnxaVQE Music promoted by Audio Library https://youtu.be/M
323: The New Google Tag Looks Amazing!
15 Aug 2022
00:41:58
Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp
Jason Rothman - https://rothmanppc.com/ Chris Schaeffer - https://www.chrisschaeffer.com/
Links: About the Google tag - https://support.google.com/tagmanager/answer/11994839
Simplifying measurement with the Google tag - https://blog.google/products/ads-commerce/simplify-measurement-with-google-tag/
Show Notes: Chris recently came across a couple of articles about the new Google tag that discuss some of the exciting changes you can take advantage of for tracking conversions. In this episode, he and Jason discuss where Google tag is available, how to set it up, and what features you can expect.
(7:40) The importance of setting up conversions on new Google Ads accounts
(11:05) What is changing with the new Google Tag?
(14:17) Where is the New Google Tag available
(18:42) Automatic event detection is coming with new Google tag
(20:20) Cross domain traffic is coming with the new Google Tag
(23:44) User-provided data is coming with the new Google Tag
(28:33) Combining tags with the new Google Tag
(33:45) Centralized sitewide tagging with the new Google Tag
(35:56) Setting up conversions is easy with the new Google Tag
We need your help! Please help us grow the show: If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create more content.
Send us your questions here - https://paidsearchpodcast.com/contact-us/ Subscribe on YouTube - https://www.youtube.com/c/ThePaidSearchPodcast First 100 Episodes - https://paidsearchpodcast.com/archive/
Adventures by A Himitsu https://soundcloud.com/a-himitsu Creative Commons — Attribution 3.0 Unported— CC BY 3.0 Free Download / Stream: http://bit.ly/2Pj0MtT Music released by Argofox https://youtu.be/8BXNwnxaVQE Music promoted by Audio Library https://youtu.be/M
322: Recent Google Ads Surprises
08 Aug 2022
00:52:04
Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp
Chris Schaeffer - https://www.chrisschaeffer.com/ Jason Rothman - https://rothmanppc.com/
Show Notes: Google Ads has changed a lot in 2022, so in this episode, we're taking a look at some surprises we've discovered regarding broad keywords, max conversion bidding, performance max, and remarketing. It's a good snapshot of how interesting and dynamic the Alphabet ecosystem is and an indicator of how much further we have to go to get in front of the right person at the right time.
(5:16) The state of Google Ads
(11:00) Have you seen broad keywords with 10/10 quality scores?
(25:23) Results we’re seeing with max conversion bidding
(34:02) How to get more volume with Performance Max (multiple campaigns?)
(44:42) Remarketing is powerful
We need your help! Please help us grow the show: If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create more content.
Send us your questions here - https://paidsearchpodcast.com/contact-us/ Subscribe on YouTube - https://www.youtube.com/c/ThePaidSearchPodcast First 100 Episodes - https://paidsearchpodcast.com/archive/
Adventures by A Himitsu https://soundcloud.com/a-himitsu Creative Commons — Attribution 3.0 Unported— CC BY 3.0 Free Download / Stream: http://bit.ly/2Pj0MtT Music released by Argofox https://youtu.be/8BXNwnxaVQE Music promoted by Audio Library https://youtu.be/M
321: How to Get to the Top of Google Ads
01 Aug 2022
00:54:46
Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp
Jason Rothman - https://rothmanppc.com/ Chris Schaeffer - https://www.chrisschaeffer.com/
Show Notes: New advertisers often ask how they can get to the top of Google Ads, but is that really what's best for their account? In this episode, Jason and Chris explain what it takes to get the top position in Google Ads and talk through common mistakes and pitfalls you'll likely encounter.
(4:00) Why do advertisers want to be in the top position on Google Ads?
(7:18) Determining which keywords to show up number one on Google Ads
(13:04) How the Google Ads auction impacts your ad position (understanding Ad Rank)
(19:02) How to find your ad position in Google Ads
(23:41) How showing up in the top position in Google Ads affects your budget and impression share
(29:07) Real-world Google Ads management for the number 1 position - where you can go wrong
(37:23) Running out of budget when you show number 1 in Google Ads (low impression share)
(44:13) Focusing too much on quality score in Google Ads
(49:51) Is the absolute top percentage 100% of the time possible in Google Ads?
We need your help! Please help us grow the show: If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create more content.
Send us your questions here - https://paidsearchpodcast.com/contact-us/ Subscribe on YouTube - https://www.youtube.com/c/ThePaidSearchPodcast First 100 Episodes - https://paidsearchpodcast.com/archive/
Adventures by A Himitsu https://soundcloud.com/a-himitsu Creative Commons — Attribution 3.0 Unported— CC BY 3.0 Free Download / Stream: http://bit.ly/2Pj0MtT Music released by Argofox https://youtu.be/8BXNwnxaVQE Music promoted by Audio Library https://youtu.be/M
320: 3 Ways to Improve Quality Score
25 Jul 2022
00:45:01
Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp
Chris Schaeffer - https://www.chrisschaeffer.com/ Jason Rothman - https://rothmanppc.com/
Links: 5 ways to use Quality Score to improve your performance - https://support.google.com/google-ads/answer/6167130
Show Notes: Quality score is very mysterious because so many factors surround it. However, Chris recently found a Google Help article that gave him some interesting insight on how to think about Quality Score - as a general indicator of which areas to focus on to improve ad quality, rather than a score to be optimized. In this episode, we discuss 3 different ways you can improve your Quality Score in Google Ads.
(6:02) How often should you optimize for quality score?
(13:56) How to make ads more relevant to keywords in Google Ads
(24:19) How to improve your clickthrough rate in Google Ads (to help improve quality score)
(31:56) Can too specific ad copy (aka prequalifying the click) lead to a lower quality score?
(36:05) How to make your landing page better to get higher quality scores in Google Ads
We need your help! Please help us grow the show: If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create more content.
Send us your questions here - https://paidsearchpodcast.com/contact-us/ Subscribe on YouTube - https://www.youtube.com/c/ThePaidSearchPodcast First 100 Episodes - https://paidsearchpodcast.com/archive/
Adventures by A Himitsu https://soundcloud.com/a-himitsu Creative Commons — Attribution 3.0 Unported— CC BY 3.0 Free Download / Stream: http://bit.ly/2Pj0MtT Music released by Argofox https://youtu.be/8BXNwnxaVQE Music promoted by Audio Library https://youtu.be/Mk
319: The 3 Rules of Google Ads Management
18 Jul 2022
01:00:43
Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp
Jason Rothman - https://rothmanppc.com/ Chris Schaeffer - https://www.chrisschaeffer.com/
Show Notes: There are a lot of distractions in Google Ads but in this episode, Chris and Jason discuss prioritizing what you should do first when managing a Google Ads campaign.
(8:20) The first rule of Google Ads management - Bids and Budget
(24:04) The second rule of Google Ads management - Quality of Traffic
(38:16) The two third rules of Google Ads management - Segments
We need your help! Please help us grow the show: If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create more content.
Send us your questions here - https://paidsearchpodcast.com/contact-us/ Subscribe on YouTube - https://www.youtube.com/c/ThePaidSearchPodcast First 100 Episodes - https://paidsearchpodcast.com/archive/
Adventures by A Himitsu https://soundcloud.com/a-himitsu Creative Commons — Attribution 3.0 Unported— CC BY 3.0 Free Download / Stream: http://bit.ly/2Pj0MtT Music released by Argofox https://youtu.be/8BXNwnxaVQE Music promoted by Audio Library https://youtu.be/Mk
318: Interesting Experiments to Run in Google Ads Right Now
11 Jul 2022
00:57:46
Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp
Chris Schaeffer - https://www.chrisschaeffer.com/ Jason Rothman - https://rothmanppc.com/
Show Notes: We are both big fans of running experiments in Google Ads, so in this episode we’re taking a look at six interesting experiments you can try right now.
(7:04) Why we like running experiments in Google Ads
(12:37) Running an experiment in Google Ads to test bidding strategy
(21:07) Ad variation experiments in Google Ads
(30:56) Running an all broad keyword experiment campaign in Google Ads
(38:10) Testing a huge increase in bids with an experiment in Google Ads
(44:12) Testing landing page performance in Google Ads with an experiment
(47:15) Testing Small ideas with Google Ads experiments
We need your help! Please help us grow the show: If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create more content.
Send us your questions here - https://paidsearchpodcast.com/contact-us/ Subscribe on YouTube - https://www.youtube.com/c/ThePaidSearchPodcast First 100 Episodes - https://paidsearchpodcast.com/archive/
Adventures by A Himitsu https://soundcloud.com/a-himitsu Creative Commons — Attribution 3.0 Unported— CC BY 3.0 Free Download / Stream: http://bit.ly/2Pj0MtT Music released by Argofox https://youtu.be/8BXNwnxaVQE Music promoted by Audio Library https://youtu.be/Mk
Discussing SEO and How it Affects PPC (Episode 416)
Submit a Question - https://www.paidsearchpodcast.com
Twitter - https://twitter.com/PaidSearchPod
317: What’s the Best Bidding Strategy in Google Ads?
04 Jul 2022
00:58:59
Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp
Jason Rothman - https://rothmanppc.com/ Chris Schaeffer - https://www.chrisschaeffer.com/
Show Notes: In this episode, we're going deep on a topic always up for debate - bidding strategies in Google Ads. While there not be one single "best" strategy, there may be a best for you. We're taking a look at five different strategies and diving into when you should use them and when to try something else.
(4:19) The current state of bid strategies in Google Ads
(10:24) Maximize clicks bidding strategy in Google Ads
(21:01) Maximize conversions bidding strategy in Google Ads
(33:26) Maximize conversion value bidding strategy in Google Ads
(39:19) Target impression share bidding strategy in Google Ads
(45:54) Manual bidding strategy in Google Ads
We need your help! Please help us grow the show: If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create more content.
Send us your questions here - https://paidsearchpodcast.com/contact-us/ Subscribe on YouTube - https://www.youtube.com/c/ThePaidSearchPodcast First 100 Episodes - https://paidsearchpodcast.com/archive/
Adventures by A Himitsu https://soundcloud.com/a-himitsu Creative Commons — Attribution 3.0 Unported— CC BY 3.0 Free Download / Stream: http://bit.ly/2Pj0MtT Music released by Argofox https://youtu.be/8BXNwnxaVQE Music promoted by Audio Library https://youtu.be/Mk
316: What Do You Do When Broad Match Keywords are Working Amazingly in Your Google Ads Account?
26 Jun 2022
00:45:22
Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp
Chris Schaeffer - https://www.chrisschaeffer.com/ Jason Rothman - https://rothmanppc.com/
Show Notes: The good news is your broad keywords are working amazingly; the bad news is that you don't know what to do next. This is the toughest “things are working” situation in Google Ads to figure out, so that's what we're tackling in this episode.
(4:24) Sometimes broad keywords work amazing in Google Ads
(11:21) Options for an entirely broad account
(28:30) Options for adding phrase and exact and the pros and cons of each
We need your help! Please help us grow the show: If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create more content.
Send us your questions here - https://paidsearchpodcast.com/contact-us/ Subscribe on YouTube - https://www.youtube.com/c/ThePaidSearchPodcast First 100 Episodes - https://paidsearchpodcast.com/archive/
Adventures by A Himitsu https://soundcloud.com/a-himitsu Creative Commons — Attribution 3.0 Unported— CC BY 3.0 Free Download / Stream: http://bit.ly/2Pj0MtT Music released by Argofox https://youtu.be/8BXNwnxaVQE Music promoted by Audio Library https://youtu.be/Mk
315: The Second-Best Google Ads Q&A We’ve Ever Done!
20 Jun 2022
00:31:07
Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp
Jason Rothman - https://rothmanppc.com/ Chris Schaeffer - https://www.chrisschaeffer.com/
Show Notes: We're back with our second-best Q&A yet answering questions about using the same keyword in two campaigns, running ads on Bing, using similar audiences, and remarketing lists.
(5:21) What happens if you have the same keyword in two Google Ads campaigns?
(13:00) What do you think about Bing ads? Should I use them more?
(19:46) What you do think about using the “Similar” audiences in Google Search?
(25:45) What do you think about using remarketing lists on search campaigns? Should I use target rather than observation?
We need your help! Please help us grow the show: If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create more content.
Send us your questions here - https://paidsearchpodcast.com/contact-us/ Subscribe on YouTube - https://www.youtube.com/c/ThePaidSearchPodcast First 100 Episodes - https://paidsearchpodcast.com/archive/
Adventures by A Himitsu https://soundcloud.com/a-himitsu Creative Commons — Attribution 3.0 Unported— CC BY 3.0 Free Download / Stream: http://bit.ly/2Pj0MtT Music released by Argofox https://youtu.be/8BXNwnxaVQE Music promoted by Audio Library https://youtu.be/Mk
314: Week 1 Checklist for New Google Ads Campaigns
13 Jun 2022
00:49:03
Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp
Chris Schaeffer - https://www.chrisschaeffer.com/ Jason Rothman - https://rothmanppc.com/
Show Notes: Whether you're a new advertiser or a seasoned Google Ads professional, we all add new campaigns to our accounts. In this episode, Chris walks through a one-week checklist for Google Ads campaigns that begin with three essential steps - check search terms, add negative keywords, and add keywords (if needed).
(5:08) What to do on day 1 of a new Google Ads campaign
(14:39) What to do on day 2 of a new Google Ads campaign
(24:54) What to do on day 3 of a new Google Ads campaign
(31:09) What to do on day 4 of a new Google Ads campaign
(35:43) What to do on day 5 of a new Google Ads campaign
(38:32) What to do on day 6 of a new Google Ads campaign
(41:56) What to do on day 7 of a new Google Ads campaign
We need your help! Please help us grow the show: If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create more content.
Send us your questions here - https://paidsearchpodcast.com/contact-us/ Subscribe on YouTube - https://www.youtube.com/c/ThePaidSearchPodcast First 100 Episodes - https://paidsearchpodcast.com/archive/
Adventures by A Himitsu https://soundcloud.com/a-himitsu Creative Commons — Attribution 3.0 Unported— CC BY 3.0 Free Download / Stream: http://bit.ly/2Pj0MtT Music released by Argofox https://youtu.be/8BXNwnxaVQE Music promoted by Audio Library https://youtu.be/Mk
313: How to Improve Your Clickthrough Rate in Google Ads
06 Jun 2022
01:01:55
Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp
Jason Rothman - https://rothmanppc.com/ Chris Schaeffer - https://www.chrisschaeffer.com/
Show Notes: Clickthrough rate is extremely important, but because it's so fundamental, it's not something we often consciously think about. However, we still get a lot of questions about CTR. So in this episode, Jason and Chris discuss how to improve your clickthrough rate in Google Ads.
(5:49) What is the clickthrough rate in Google Ads?
(10:39) How much does clickthrough rate determine success in Google Ads?
(16:29) What is a good clickthrough rate in Google Ads?
(25:45) How do ad positions in Google Ads affect clickthrough rate?
(28:29) Is a high clickthrough rate good for quality score in Google Ads?
(42:53) How to improve your ad copy to get a higher clickthrough rate in Google Ads
(53:39) Should you pause low CTR keywords in Google Ads?
(57:40) How negative keywords can help raise your clickthrough rate in Google Ads
We need your help! Please help us grow the show: If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create more content.
Send us your questions here - https://paidsearchpodcast.com/contact-us/ Subscribe on YouTube - https://www.youtube.com/c/ThePaidSearchPodcast First 100 Episodes - https://paidsearchpodcast.com/archive/
Adventures by A Himitsu https://soundcloud.com/a-himitsu Creative Commons — Attribution 3.0 Unported— CC BY 3.0 Free Download / Stream: http://bit.ly/2Pj0MtT Music released by Argofox https://youtu.be/8BXNwnxaVQE Music promoted by Audio Library https://youtu.be/Mk
312: How to Get Better Leads from Google Ads Using What You Can Control to Your Advantage
30 May 2022
01:02:41
Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp
Chris Schaeffer - https://www.chrisschaeffer.com/ Jason Rothman - https://rothmanppc.com/
Show Notes: We've talked about getting more leads, but this week we're discussing how to get better leads. Conversions are one thing, conversions that turn into paying customers are another. In this episode, Chris and Jason chat about how to get more of the latter, even if it means less of the former by taking a look at what we can control and what we can’t.
(5:44) The difference between the quantity of leads and quality of leads in Google Ads
(13:53) Using search terms to influence lead quality in Google Ads
(24:13) Using ad copy to get better leads in Google Ads
(28:35) How your landing page influences lead quality
(32:07) Lead forms versus phone call leads in Google Ads
(37:31) How demographics influence lead quality in PPC campaigns
(46:33) The global, high-volume keywords that have to be a part of every campaign in Google Ads
(52:39) Loosening up your judgment of search terms that might not look right
We need your help! Please help us grow the show: If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create more content.
Send us your questions here - https://paidsearchpodcast.com/contact-us/ Subscribe on YouTube - https://www.youtube.com/c/ThePaidSearchPodcast First 100 Episodes - https://paidsearchpodcast.com/archive/
Adventures by A Himitsu https://soundcloud.com/a-himitsu Creative Commons — Attribution 3.0 Unported— CC BY 3.0 Free Download / Stream: http://bit.ly/2Pj0MtT Music released by Argofox https://youtu.be/8BXNwnxaVQE Music promoted by Audio Library https://youtu.be/Mk
311: Click Share Column Deep Dive
23 May 2022
00:54:37
Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp
Jason Rothman - https://rothmanppc.com/ Chris Schaeffer - https://www.chrisschaeffer.com/
Links: About click share - https://support.google.com/google-ads/answer/6299696
Show Notes: Chris and Jason are diving deep into something they haven't utilized in Google Ads - the click share column. In this episode, we're revisiting click share to define what exactly it is, what the data tells us, and how it works, so they can determine if it's worth making part of Google Ads campaigns.
(11:07) Why did we decide to talk about click share?
(13:54) What is click share in Google Ads?
(18:09) What click share data tells you
(20:52) How click share works
(28:33) How to increase your click share in Google Ads
(35:36) If and how we’re going to start using click share in Google Ads
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310: The Secrets to Getting More Leads from Google Ads
16 May 2022
00:55:01
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Chris Schaeffer - https://www.chrisschaeffer.com/ Jason Rothman - https://rothmanppc.com/
Show Notes: So, you've got good campaigns that are getting good results, but you want more leads. In this episode, Jason and Chirs walk you through the different options to unlock the secrets of attracting new leads from Google Ads.
(8:42) Intro to topic
(10:34) Quantity vs. quality of leads
(16:20) Increase your budget to get more leads
When your campaign is functioning perfectly, this is the only answer.
(24:16) Advertising options in addition to search ads
Try Search Partners, remarketing, or Bing
(31:05) How to get more leads by increasing your bid position in Google Ads
(37:42) Using settings to get more leads in GA
Try changing your language, location, schedule, and audience settings
(43:26) How to get more leads from Google by using more keywords
Make sure you're targeting all of your services—Double-check for keywords you missed by examining search terms. Also, consider using broad keywords.
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309: How Small Businesses Should Think About Advertising on Google Ads
09 May 2022
00:53:24
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Jason Rothman - https://rothmanppc.com/ Chris Schaeffer - https://www.chrisschaeffer.com/
Show Notes: A lot of small businesses know they need Google Ads, but they’re nervous to get started. In this episode, we're teaching you the right way to think about it simply and effectively.
(4:49) Why should small businesses advertise on Google?
You can start small, track things, and it's the future. Better start learning now.
(14:21) What does success look like on Google Ads for small businesses?
Success looks different for every business, but Google Ads allows you to feel in control and comfortable knowing what you’re getting.
(22:23) How long does it take to be successful on Google Ads?
There is no set time period, but generally, you should have it running smoothly by month 3.
(29:19) What kind of monthly budget is needed for success on Google Ads for small businesses?
An amount you’re comfortable with to last 3 months. It can be less than $500, but $1,000 or more is preferred.
(43:12) Why should small businesses keep it simple when starting out on Google Ads.
Keeping it simple means fewer mistakes.
(48:57) When is it time to grow your Google Ads budget?
When you understand what’s going on and want to build on what's helping you achieve profitability.
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308: The Best Google Ads Q&A We’ve Ever Done
02 May 2022
01:01:15
Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp
Chris Schaeffer - https://www.chrisschaeffer.com/ Jason Rothman - https://rothmanppc.com/
Show Notes: We're back with our best Q&A yet answering questions about getting great results with deeper optimizations, spending Google Ads Grant account budgets, managing search term reports, and setting values on primary and secondary conversions. We also share our thoughts on dynamic geographic insertion in responsive ads and how to set the target CPA in Google Ads.
(5:00) How to make good results GREAT with ever deeper optimizations in Google Ads
(10:09) Thoughts about dynamic geographic insertion in responsive search ads
(16:37) How to best manage Google Ads Grant accounts to spend the full $10,000 budget
(23:32) Thoughts on dynamic keyword insertions
(27:39) How to manage the search terms report in Google Ads these days
(37:37) Setting values on conversions in Google Ads on primary and secondary conversions and (42:44) what values to set
(51:14) How to think about setting the target CPA high or low in Google Ads
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Send us your questions here - https://paidsearchpodcast.com/contact-us/ Subscribe on YouTube - https://www.youtube.com/c/ThePaidSearchPodcast Subscribe to the newsletter - https://paidsearchpodcast.substack.com/ First 100 Episodes - https://paidsearchpodcast.com/archive/
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307: Exciting Updates to Conversion Tracking in Google Ads
25 Apr 2022
00:53:03
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Jason Rothman - https://rothmanppc.com/ Chris Schaeffer - https://www.chrisschaeffer.com/
Links: Prepare for the future with Google Analytics 4 - https://blog.google/products/marketingplatform/analytics/prepare-for-future-with-google-analytics-4/
About primary and secondary conversion actions - https://support.google.com/google-ads/answer/11461796
Show Notes: There have been some recent updates to conversion tracking in Google Ads that will make some of the things we've said in the past null and void. So in this episode, we're digging into the three most common ways to track leads when you run a lead generation campaign, how to set up lead form conversions without code, and primary vs. secondary conversions.
(5:18) Call from Ads We did a deep dive about call extensions in episode 306. Make sure conversion action is created and applied at the call extension.
(10:54) Calls from website Many people don’t know about this. We don't consider it foundational, but you'll want to consider using it industry by industry.
(17:41) How to view calls The Call details report provides the phone number, duration, time of call, and is it was answered or missed.
(24:15) How to set up lead form conversions in Google Analytics without any code If Analytics is on your website, track Thank You page views without code. This magic only works for page loads. Google Analytics 4 is here, Universal Analytics is being sunsetted.
(42:36) Primary vs. secondary conversions “Include in conversion column” is gone and replaced with primary and secondary.
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306: Call Extensions Deep Dive
18 Apr 2022
01:04:54
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Chris Schaeffer - https://www.chrisschaeffer.com/ Jason Rothman - https://rothmanppc.com/
Show Notes: We both agree that call extensions are a great tool for clients, but we haven't talked a lot about it on the show. So in this episode, we're doing a deep dive on the call extension feature in Google Ads - what it does, what it doesn't do, and how it works.
(9:02) Overview of the call extension feature in Google Ads
(13:54) How does the call extension work?
(21:20) The three levels of call extensions
(23:55) Why don't I see my call extension?
(32:55) Can my call extensions show on desktop?
(35:27) How your call extensions can appear
(46:17) Device preference when setting up call extension
(49:22) How to schedule your call extension
(51:00) Forwarding numbers and call extensions
(57:03) Calls bid adjustment
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305: Performance Max Campaigns in Google Ads
11 Apr 2022
00:46:29
Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp
Jason Rothman - https://rothmanppc.com/ Chris Schaeffer - https://www.chrisschaeffer.com/
Show Notes: We've heard a lot of buzz lately about performance max, so this week we're doing a deep dive into performance max campaigns starting with what exactly they are, what we like about them, what we don't like about them, and how we think they'll be most effective.
(8:03) What is performance max?
(15:43) What we like about performance max
(30:40) What we don't like about performance max
(40:17) When we would use performance max
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304: How to Eliminate Google Ads Stress
28 Mar 2022
00:54:41
Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp
Chris Schaeffer - https://www.chrisschaeffer.com/ Jason Rothman - https://rothmanppc.com/
Show Notes: There are a lot of things that can cause stress when you're managing a Google Ads campaign including new competitors, Google Ads changes, and people. In this episode, Chris and Jason give scenarios that lead to stress and explain how they handle them.
(7:02) Intro to topic
(9:42) Search terms are the most important part of Google Ads
(15:54) How keyword match types lead to success
(22:51) Stop searching in Google to see your own ads
(28:22) How to use broad keywords for success
(35:13) The two secrets to using responsive ads - Use ad copy you like - Balance your needs with Google
(42:42) Think critically about conversion data in Google Ads
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303: Two Really Interesting Things That We’re Finding Out About Responsive Ads
21 Mar 2022
00:52:28
Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp
Jason Rothman - https://rothmanppc.com/ Chris Schaeffer - https://www.chrisschaeffer.com/
Show Notes: With the changes to expanded texts ads coming in July, we recently released 3 episodes doing a deep dive into responsive search ads. Since then there have been two interesting things we've learned regarding the ad strength tool and an advanced location feature. In this episode, we investigate if our ads are being limited due to ad strength and discuss how we're responding. We also share an advanced location feature that you'll absolutely love and have a chat with the man who told us about it, Ryan Suchit.
(7:45) We need to talk about ad strength on responsive ads Are your ads being limited due to ad strength? The campaign is being throttled in some way, but we don't know how much you’re being limited.
(31:20) Advanced location feature in responsive ads If Google knows the location of your user, they will put the city, state, or country (depending on which option you select). If they don’t know, they’ll put in your default text.
(42:27) Interview with Ryan Suchit
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302: Amazing Google Ads Q&A Episode
14 Mar 2022
00:45:25
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Jason Rothman - https://rothmanppc.com/ Chris Schaeffer - https://www.chrisschaeffer.com/
Show Notes: We're back with another Q&A with some amazing questions from our listeners about targeting a national campaign for good results, software as a service (SaaS) keywords, blocking websites in a dynamic remarketing campaign, SKAGs for e-commerce, and how NFTs might affect Google Ads.
(4:04) Targeting a national campaign for good results I’m running Google Ads campaigns in one location and was getting good results. I’ve scaled it out to more locations (national), ran exactly like I had it in my one location, but the conversion rate has completely dropped. How should I target a national campaign for good results?
(12:08) Software as a service (SaaS) keywords I am a Google Ads freelancer with a couple of clients and I wanted to see if you would be interested in covering SaaS products a little more specifically. There are situations where I am targeting keywords that 100% target the services a client offers. I'll spend months trying to get it to work. They have a bunch of people reach the “book now” page and for the most part, they drop off. I just can't fathom why the keywords I have selected wouldn't work at all.
(21:29) Blocking websites in a dynamic remarketing campaign Shopping has been the real game-changer for our little online store. This past weekend I launched our first dynamic retargeting campaign, where the specific product someone looked at is marketed back to them. Since we launched, I’ve been playing whack-a-mole constantly! I add websites to my exclusion list daily, hundreds of them. Now I check every site individually to ascertain legitimacy. This is a losing game, I don’t have the time to eliminate hundreds of websites every day! So, isn’t it better to just not let Google do automatic placements, make a list of websites that I know are legitimate websites, and only target those?
(31:22) SKAGs for e-commerce I believe that the way I go about setting up google ads using SKAGs for an E-commerce store may be a bit old school. Do you guys have some advice on the best way to advertise products to B2B customers that will "in theory" drive the most conversions?
(38:38) NFTs effect on Google Ads Do you think NFTs will impact Google Ads or how we use them? Do you think companies will start to search for NFT specific marketing companies?
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301: Beginner's Guide to Google Ads
07 Mar 2022
00:57:25
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Chris Schaeffer - https://www.chrisschaeffer.com/ Jason Rothman - https://rothmanppc.com/
Show Notes: Continuing to delay your start on Google Ads is a huge opportunity cost and you’re also letting your competitors take market share from you by allowing them to get further and further ahead on Google Ads. Don't wait! In this episode, we're explaining how you can get started easily and safely.
(7:49) How long should you give your campaign before you expect to see results? Results take time. Wait a minimum of 90 days.
(10:20) How to set your first month’s budget It will vary depending on the business, but don't budget more than you can afford to lose in 3 months if you didn't get a single conversion. For most businesses, $1000 per month is a good jumping-off point.
(15:34) Turn search partners and display network off on campaign If you're new to Google Ads and concerned with your budget, you want to focus your advertising on Google only.
(21:14) Location targeting with advanced options People are constantly on the move. Go as wide as possible in your service area.
(31:35) Bidding Start by using automated bidding with max clicks.
(35:29) Match types Try using broad match with max clicks or phrase match; exact match can restrict your results. The most important thing is having good keywords.
(43:17) How to find a good set of no brainer, high-value keywords you can't get hurt with There is no fool-proof method. The key is to test and learn.
(48:36) Ads You only need 1 responsive ad in the ad group. Do not include the name of your company in that ad.
(50:18) Extensions Extensions are different parts of the ad that can show up under your ad copy such as call extensions, call-outs, site links, and structured snippets. You don't get to control how often they show up.
(51:38) How you can track leads Calls from ads, website calls, and lead forms
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300: The State of Google Ads (What's Changed and What's the Same)
28 Feb 2022
00:57:15
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Jason Rothman - https://rothmanppc.com/ Chris Schaeffer - https://www.chrisschaeffer.com/
Show Notes: We're officially 300 episodes in, so this week we're talking about the state of Google Ads, what’s changed, and where we’re at now six years after launching the podcast.
(4:52) Introduction to the topic - how Google Ads has changed since the beginning of PSP
(12:52) Limited ad status, the system flagging ads Contact support for help, otherwise ignore if you’re getting volume.
(17:48) Perfect results are still possible, but you have to get creative Phrase being looser sometimes means more exact match. Phrase is sometimes like BMM or broad. Using conversion value/cost aka ROAS a lot more. Conversions matter more now that we can’t see or control as many search terms.
(29:00) Unlucky Accounts - can’t see a lot of search terms Some accounts are only showing 20% of search terms. That makes it hard to do good work.
(34:19) Impression Absolute Top Percentage The crucial data column tells you exact where you’re at.
(41:10) Responsive ads bring volume If you want volume, give into responsive ads.
(45:10) Weird Search Partners data Keep an eye on this one if you see 90% of clicks or even 100%, unnaturally low CPC, and no conversions.
(47:58) Opportunity cost is the biggest loss Start a Google Ads campaign or hire a professional. There's outstanding potential.
(51:29) Stop screwing up your Google Ads account Managers are making too many changes. Have some patience. Strategies take time to develop. Give it at least 90 days or spend more money.
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299: What Kind of Results to Expect from a YouTube Campaign in Google Ads
21 Feb 2022
00:47:37
Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp
Chris Schaeffer - https://www.chrisschaeffer.com/ Jason Rothman - https://rothmanppc.com/
Show Notes: In the last episode, Jason and Chris discussed how to build a YouTube campaign In Google Ads. This week they're discussing what kind of results you can expect from your YouTube campaign after it's built by running through various campaign metrics and offering some ideas about how you can improve your campaign.
(7:20) Views vs. Impressions Impression - thumbnail is shown (in-feed) or video is watched under 30 seconds (in-stream); View - the video is watched more than 30 seconds
(9:43) View rate (percentages)
(17:27) CPV (Cost Per View) Can be as low as $0.01; typically $0.03 - $0.07
(20:21) Clicks and Cost Per Click CPC looks high because it accounts for total spend divided by clicks
(24:12) Conversions
(27:39) Earned Views, subscribers, shares, likes
(32:54) What should I expect from a YouTube campaign? High volume on gaming, music, and entertainment content, rare lead generation or sales, opportunities to build your assets, cheap testing
(36:39) How can I improve my YouTube campaigns? Use exclusions, define your goal metric then test and optimize for it
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298: How to Build a YouTube Campaign in Google Ads
14 Feb 2022
00:45:06
Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp
Jason Rothman - https://rothmanppc.com/ Chris Schaeffer - https://www.chrisschaeffer.com/
Show Notes: YouTube is a powerful tool but is typically underutilized with people focused on search. The good news is that if you have experience with search campaigns and marketing, YouTube is very doable. In this episode, Chris and Jason explain the types of ads you can run on the platform, walk through bidding strategies, and offer some examples of audiences and content targeting.
(7:41) What ads can you run on YouTube? In-stream and In-feed video ads (formerly discovery ads)
(15:03) What bidding strategy should you use? CPM (focuses on impressions) and CPV (focuses on views)
(20:29) Where do I show my video ads on YouTube? Audiences (people), videos (content), demographic
(28:13) What are some example audiences? Interest & habits - Sports: golf enthusiasts, Olympics fans In-Market - Baby: early childhood education, toys
(34:34) What are some examples of content targeting? Topics, keywords, placements
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Using the PANIC Button in Google Ads (Episode #414)
Understand your conversion tracking data - https://support.google.com/google-ads/answer/6270625
About view-through conversions - https://support.google.com/google-ads/answer/6270625
Show Notes: In this episode, Chris and Jason break down 5 data columns in Google Ads that they consider underused or get asked about frequently.
(5:33) News - Facebook shares plunge more than 20%
(9:30) Optimization score Optimization score is an estimate of how well your Google Ads account is set to perform and is able to determine your campaign's goal through your bid strategy.
(17:54) Relative CTR Relative CTR measures how your ads perform on Display Network sites compared to other ads on the same sites.
(28:45) Conversion Value/Cost Conversion value per cost estimates your return on investment. It's calculated by dividing your total conversion value by the total cost of all ad interactions.
(32:53) View-through conversions View-through conversions tell you when customers see, but don't interact with your ad, but then later complete a conversion on your site.
(42:39) Active Bid Adjustment (at the ad group level) Bid adjustments allow you to show your ads more or less frequently based on where, when, and how people search.
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296: Awesome Google Ads Q&A About SKAGS, Click Share, Negative Keyword Match Types, Showing At The Top, and More!
31 Jan 2022
00:58:24
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Jason Rothman - https://rothmanppc.com/ Chris Schaeffer - https://www.chrisschaeffer.com/
Links: About click share - https://support.google.com/google-ads/answer/6299696 About negative keywords - https://support.google.com/google-ads/answer/2453972
Show Notes: We're back with another Q&A with some awesome questions from our listeners about click share, bounce rate vs. engaged sessions, transitioning a complex setup to the new "SKAG" structure, and the differences among broad, phrase, and exact match negative keywords.
(4:37) How do I get to the top of the search and maps?
(18:05) Re: your brand campaign episode - what if your company name is also a keyword for the company? [our company name] is the same keyword [clients] might search for.
(23:25) Let's say my click share is 60% and I have 60 clicks. I know that the meaning is that there are 40 clicks that I could have received, but didn't. My question is does it mean the 40 clicks went to my competitor’s ads? Or it could have gone to my organic ad or my competitor's organic ad? Does click share measure from a potential click from paid media only?
(33:31) With bounce rate becoming obsolete and being replaced in GA4, do you think Google has been calculating it wrong all this time? Can you shed any insights on how bounce rate and engaged sessions may differ or be the same?
(39:58) How do you transition from a very complex setup with multiple campaigns and ad groups that are time-consuming and low performing to the new SKAG structure?
(45:33) I'd appreciate you talking about negative keywords and how precise they are now versus in the past and if things are changing in the less "word for word" Google Ads world we live in today. And what are the differences in broad, phrase, and exact match negative keywords if any?
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295: What Should My Google Ads Budget Be? And Other Common Google Ads Budget Questions
24 Jan 2022
01:02:06
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Chris Schaeffer - https://www.chrisschaeffer.com/ Jason Rothman - https://rothmanppc.com/
Show Notes: The most common questions from clients center around budget, so in this episode, Chris and Jason are answering the questions they get the most and share some insights into why it's best to start small, the difference between daily budget vs. daily spend limit, and why changing the budget too often goes against the system. They also answer some questions from the PSP Facebook group.
(6:09) What should my Google Ads Budget be?
(14:08) Why did Google overspend my budget today?
(23:36) How often should I change my budget?
(29:29) What does limited by budget mean?
(36:10) Search impression share lost due to budget
(40:35) When to use shared budgets
(43:51) When the daily budget is too close to the cost per click.
(46:27) Does a bigger budget than you need allow campaigns to run harder?
(52:06) Questions from PSP Facebook Group on Facebook
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294: Responsive Search Ads Deep Dive - Part 3
17 Jan 2022
00:53:45
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Jason Rothman - https://rothmanppc.com/ Chris Schaeffer - https://www.chrisschaeffer.com/
Show Notes: This week we're wrapping up our 3-part deep dive into responsive search ads by reviewing tips for entering headlines, discussing how to create new test ads, and revealing some important information about pinning headlines.
(7:04) Tips for entering your headlines Keep it simple. Focus on relevancy and solving users' search problems.
(18:39) Creating new test ads as time goes on "Removing or editing any headlines or descriptions can change the ads that are serving and may impact your performance."
(21:34) Pinning headlines "Headlines or descriptions pinned to Headline position 1, Headline position 2, or Description position 1 will always show."
(35:40) Our biggest takeaways from "About responsive search ads"
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293: Responsive Search Ads Deep Dive - Part 2
10 Jan 2022
00:47:51
Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp Preview ads on Opteo - https://opteo.com/ad-preview
Chris Schaeffer - https://www.chrisschaeffer.com/ Jason Rothman - https://rothmanppc.com/
Show Notes: This week we're continuing our deep dive into responsive search ads by breaking down the more technical side RSAs according to the Google Ads help article "About responsive search ads" including what they do, how they work, and how mastering them can benefit you.
(5:28) Why it's time to learn
(10:51) What do responsive search ads do?
(20:41) Interesting nuggets
(27:44) How can responsive search ads help you?
(40:54) How responsive search ads work
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292: Responsive Search Ads Deep Dive - Part 1
03 Jan 2022
00:52:08
Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp
Jason Rothman - https://rothmanppc.com/ Chris Schaeffer - https://www.chrisschaeffer.com/
Links: Write compelling, genuine ad copy - https://support.google.com/google-ads/answer/6167101
About cross-campaign asset reporting for responsive search ads - https://support.google.com/google-ads/answer/9781208
Show Notes: As we start off 2022, we both agree responsive search ads are the most important topic of the year, especially given the changes to expanded text ads coming in June. So over the next couple of episodes, we're doing a deep dive into responsive search ads starting by getting back to basics with ads copy, then digging into the technical side next week.
(5:00) Introduction to the "Create effective Search ads Write compelling, genuine ad copy" Google Ad help article
(8:44) Craft messaging that focuses on user needs and benefits - Nothing changes. Focus on the users.
(16:06) Tip - use what worked in expanded text ads and move it into responsive ads
(19:39) Tie your headline and description line's messaging to your keywords - Use keywords, but focus on the high-volume ones
(24:41) Avoid generic sales language in your ads. Use more specific and relatable CTAs - Generic is a four-letter word
(32:47) Check Ad strength for insights into how users may react to your ads - Ad strength is a guide, not a grade?
(42:11) Review cross-campaign asset reporting - Does THIS ONE lead to ad rank/quality score implications?
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291: What Worked Awesome in Google Ads This Year
27 Dec 2021
00:56:51
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Chris Schaeffer - https://www.chrisschaeffer.com/ Jason Rothman - https://rothmanppc.com/
Show Notes: A lot changed about how we use Google Ads in 2021, so in our final episode of the year, we're reviewing what strategies worked best for us, discussing some details of winning campaigns, and sharing our biggest concern for 2022.
(7:21) Being fluent in “funnel” language
(18:22) Using conversion values and the conversion value/cost column
(27:39) Impression absolute top percentage and impression top percentage
(33:53) The breakdown of Jason's "perfect" account
(46:35) Our biggest concern for 2022 - responsive ad headline usage
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290: Reviewing the Most Important Google Ads Topics From 2021 and Looking Forward to 2022
20 Dec 2021
01:02:09
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Jason Rothman - https://rothmanppc.com/ Chris Schaeffer - https://www.chrisschaeffer.com/
Show Notes: As 2021 comes to an end, we're discussing the biggest focuses for each of us over the past year with the changes to match type, conversion tracking, and expanded text ads. We also share our thoughts on the current state of Google and what we expect in 2022.
(4:44) Match type changes/conversion tracking
(19:26) Search terms with zero clicks
(25:13) Sunsetting expanded text ads
(35:27) Image extensions
(40:34) YouTube/audiences & more placements
(45:48) Conversion goals
(46:57) Performance max campaigns
(48:48) The state of Google
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289: How to Trust Your Instincts with Google Ads
13 Dec 2021
00:35:09
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Chris Schaeffer - https://www.chrisschaeffer.com/ Jason Rothman - https://rothmanppc.com/
Show Notes: Even if you're not a Google Ads expert, your insight is valuable to running a successful campaign. The industry pushes ways of doing things, but you as the business owner/employee know your business. In this episode, we're talking about how to trust your instincts and communicate with your agency. They need to listen to you.
(3:41) Intro to topic
(7:59) Work backward from your goals Why are you running ads? Remarketing, sales, leads? Work backward. Trust your instinct. Help your agency. Guide them, not the other way around.
(8:43) Keywords
“Google Ads manager keywords” tend to be too high funnel. You focus on problems your customers have. Use the keyword planner, Google searches, and old search terms data to mine for ideas.
(15:45) Landing page vs website
The agency delivered a generic landing page. Your customers want info that will help them. Trust your instinct, just make your site a little more trackable.
(19:08) Ad copy
Dynamic keyword insertion is the worst of the worst agency idea versus copy you know will do great with your customers.
(24:56) Conversion tracking
Agencies try to stuff conversions. Trust your instinct.
(30:08) Time
How long will it take to know if the agency strategy is working? Trust your instinct and fire them if they’re not listening to you. Good Google ads managers listen.
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288: What is Going on with Phrase Match Keywords?
06 Dec 2021
00:45:06
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Jason Rothman - https://rothmanppc.com/ Chris Schaeffer - https://www.chrisschaeffer.com/
Show Notes: We've been getting a lot of questions from clients about phrase match search terms, so we thought it was a good time to recap the changes to phrase match and broad match modified incorporated earlier this year as mentioned in this Google Ads Help article. If you embrace it by using your negative keyword skills and second-level thinking, there are a lot of opportunities.
(6:22) Introduction to the main topic
(8:21) Changes to phrase match and broad match modifiers and Jason's theory about personalized results (https://support.google.com/google-ads/answer/10286719)
(16:21) Examples of how the changes are affecting results
(29:31) Should I just run exact match keywords?
(32:26) Is the looseness a bad thing or a good thing?
(34:54) Does Google know about the user?
(38:08) Do search terms even matter?
(39:20) How do I control my search terms?
(40:30) How does this affect brand campaigns?
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Deep Dive into Call Ads (Episode #413)
20 May 2024
00:35:51
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Chris Schaeffer - https://www.chrisschaeffer.com
Joey Bidner - https://joeybidner.com
Watch this Episode on YouTube: https://youtu.be/2Y_prev5fb8
Submit a Question - https://www.paidsearchpodcast.com
Twitter - https://twitter.com/PaidSearchPod
287: B2B Campaigns in a B2C World
29 Nov 2021
00:43:36
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Chris Schaeffer - https://www.chrisschaeffer.com/ Jason Rothman - https://rothmanppc.com/
Show Notes: Frustrated about attracting so many consumer leads when you're targeting business clients? In this episode, Jason and Chris are discussing how to get relevant B2B leads for a service that is searched in the same way by the B2C segment. There is no one solution, the search never ends for spot-on keywords, and Google Ads is not your ultimate problem solver, but we have some tips that will help put the odds in your favor.
(10:19) Intro to topic
(15:42) Cabinet wholesaler example
(16:52) Solutions to find B2B keywords
(25:30) Audiences
(27:25) Remarketing
(29:35) Negative remarketing
(32:14) How to maximize B2B keywords with high volume B2C searches
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286: Google Ads Q&A With Some Awesome Questions
22 Nov 2021
00:50:29
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Jason Rothman - https://rothmanppc.com/ Chris Schaeffer - https://www.chrisschaeffer.com/
Show Notes: This week it's another Q&A episode with some great questions from our listeners about the correlation between maximizing conversions and high CPC, the value of long-tail keywords, how the presence of different match types of the same keywords may affect the ad group, reducing the damage of "other search terms," and tips for breaking into an industry with an extremely high average CPC.
(3:44) Q: I’ve got a small lead gen campaign running on manual CPC using ad group bid levels that has been running well for 45 days. I made the move to maximize conversions without setting a target CPA. Only 2 days in and conversions are going well, but the CPC has gone crazy high. Is this to be expected?
A: Yes, it is to be expected. You need to have a solid number of conversions. Try experimenting as a way to test without regret. If you wanted to go automated, try a click strategy with a max CPC bid limit.
(15:30) Q: When I choose keywords I often type in phrase match and exact match. Should I be tapping into longer tail keywords? The short tail phrase is often of higher value than the long tail. Can I settle with this approach, or do I need to pause the short tail phrase and add in the long tail search terms I’m seeing as keywords to give them a chance to perform?
A: Leave the long-tail keywords (defined as more than 3 words) alone. Start with simple phrase match and gather data, then make decisions about how to get better-qualified searches and isolate them. If you're using manual, add those searches as keywords and pull down bids on the short tail and up on the long tail.
(25:04) Q: I’ve got a mixed bag of keyword types in my ad groups. Is it okay to have the same keyword in the same ad group but in different keyword match types? How does the presence of the different match types of the same keywords affect the ad group, if at all?
A: Phrase and key match hardly affect things at all. Keep broad versions of keywords in different campaigns so you can control the budget.
(32:34) Q: How can I reduce the damage of “other search terms?”
A: There’s nothing you can do about it, so it's best not to worry about other search terms. The percentage varies a lot by industry with the highest being searches that contain personal information.
(42:38) Q: How do I break into a niche/industry that has an extremely high average CPC?
A: Try using broad keywords, you might be surprised. The quality might look awful, but you might get conversions. If your daily budget is too small compared to the average in the industry, things won't run as smoothly. Try running a few days with a bigger daily budget. Have patience.
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285: The Places Where Your PPC Campaign Could Be Leaking
15 Nov 2021
00:49:13
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Chris Schaeffer - https://www.chrisschaeffer.com/ Jason Rothman - https://rothmanppc.com/
Show Notes: Leaky campaigns waste money and can be difficult to identify. In this episode, Chris and Jason are giving you 8 ways to check for leaks in your PPC campaign.
(6:59) What is a "leaky" campaign vs. a bad campaign?
(9:50) #1. Broad keywords
(15:11) #2. Search partners + Google search
(22:39) #3. Display network + Google search
(26:23) #4. A large number of clicks on sitelinks
(33:20) #5. Get directions and get details clicks
(38:54) #6. Automated extensions (sitelinks)
(40:35) #7. Call extension outside of business hours
(43:20) #8. Dynamic search ads
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