The Paid Search Podcast | A Weekly Podcast About Google Ads and Online Marketing

This week we open with a question from a listener who is dealing with a crashing account. Chris discusses how to fix a Google Ads search campaign that is failing. Then another email from a listener who reminds us why it is important to focus on the core basics of Google Ads management. And last an update about Performance Max.
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Changes coming to YouTube video campaigns, let's talk about that! Also a discussion about how to compete with big budgets. Is it even possible for a small budget to succeed in Google Ads? All that and more in this week's Paid Search Podcast episode with Chris Schaeffer.
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Chris Schaeffer - https://www.chrisschaeffer.com
Joey Bidner - https://joeybidner.com
Watch this episode on YouTube: https://youtu.be/KSTNzbQzPBQ
Submit a Question - https://www.paidsearchpodcast.com
Twitter - https://twitter.com/PaidSearchPod

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Chris Schaeffer - https://www.chrisschaeffer.com/
Jason Rothman - https://rothmanppc.com/

Show Notes:
“Limited by budget” is a bid strategy status that's used when your average daily budget is lower than the recommended amount. But what if you’ve already maxed out your budget? In this episode, we’re discussing different strategies to make your traffic better by being more selective about the traffic you get. Remember, the goal is profitability and then growth. Shrink your campaign, get an awesome ROAS, then increase spend as much as you can.

(4:14) “If the market is bigger than your budget, then you have the ability to be more selective about what traffic you get inside of that market.” – Jason

(6:51) Review search terms for low quality coming from high volume and loose keywords

“It can be hard for a client to understand that even if they like a keyword and it makes sense for their business, there’s a difference between something making sense and it being a good keyword or an appropriate keyword vs. understanding we’re limited by budget and focusing on great keyword.” – Jason

(10:40) Possibly prune lower performing ad groups

“It’s such a joy to see clear metrics ad group to ad group. Pruning gives attention to what matters most.” - Chris

(13:30) Segment partners data

If you’re not aware of Search Partners, look it up. It might be eating up some of the budget you don’t need to be spending.

(16:17) Device performance

It’s as important as pausing an ad group or an unproductive keyword. Adjustments will depend on the type of business.

(19:23) Review location settings

Consider layering cities, zip codes, neighborhoods, and counties with radius.

(22:20) Review the schedule

Are you 24/7 or not? Not all times are of equal value.

(29:00) Age demographics

“It’s always the last thing I go to. I have no proof of how old the user actually is.” – Chris

(33:42) Income demographics

Make changes only after you have a significant amount of data to prove a certain demographic is showing high profitability and you’re severely limited by budget.

(35:47) Consider targeting specific audiences (based on observation data)

“If the observation shows great volume and conversion rate on the audience, it’s not that risky to target only that audience plus the keyword.” - Chris

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First 100 Episodes - https://paidsearchpodcast.com/archive/

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Show Notes:
Two things happen when you launch a Google Ads campaign – either you get too much traffic or not enough traffic. In this episode, we're giving actionable steps that you can take whether you’re getting too much or too little that will help you tease out what’s causing the issue and fix your campaign. We also discuss search news about new site link design testing.
(5:06) Google Ads With Larger Sitelinks Block Design Also
(8:59) Too much traffic is typically caused by either a keyword quality issue, an auction issue (location and time), or a position and CPC issue (bidding too much)
(11:20) Are one or more keywords literally driving all your traffic?
Break them out into their own campaign to cap them (if automated), lower bids on them (if manual), or pause them if they’re no good.
(14:39) Are your search terms garbage?
What keywords are bad search terms coming from? Are you running broad or loose phrase? Or did you miss the mark on your targeting and you’re not in the right spot in the funnel?
(20:44) Are you running on too many auctions?
Too big with your location and time settings? Feel free to get choosier – better location, better times
(21:17) Bidding too much? Budget being spent way too fast?
Check absolute top percent and top percent and see if you can lower bids and still spend your full budget (but get more clicks overall).
(26:16) - Not enough auctions?
Are your location and time settings reasonable?
(28:47) Are you bidding too low?
Check absolute top percent, top percent, and impression share lost due to ad rank.
(31:00) Are your keywords too tight?
Check search volume for your area in the keyword planner. Are you only using exact match? Are your keywords super long-tail (4 or more words)?
(36:52) Final tips
For both problems, experiment with one change for a day or two and see if it helps. Sometimes it will take multiple days to solve. Plan on this being your first 30-45 days.
Remember, you can run multiple campaigns playing around with these changes and options and see if any of the campaigns perform better.
Ramp-up is real. Maybe it’s not low volume and it’s just ramp up or watch out maybe you’ll be in ramp-up for a week then all of the sudden you’ll start getting a ton of bad traffic and too much traffic will be your issue.

Search News:
Google Ads With Larger Sitelinks Block Design Also - https://www.seroundtable.com/google-larger-sitelinks-block-design-on-google-ads-32189.html
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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/
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/MkNeIUgNPQ8

Please support our sponsors because they make the show possible!
Get Opteo for free for two months - https://opteo.com/psp2
Chris Schaeffer - https://www.chrisschaeffer.com/
Jason Rothman - https://rothmanppc.com/
Show Notes:
Running a successful Google Ads campaign continues to become more and more complex. In this episode, the guys are answering some simple and essential questions to help you slow down, simplify your thinking, and achieve your goal.

(9:08) What do you want - leads or sales? Who has those leads?

Consider the person who needs the product/service your company is offering. Think about what device they might be using and what kind of frame of mind they’re in when searching. It's not about the person, it’s about how they’re searching. Think about the individual, not the group demographics.

(13:06) How do we get in front of that person?

Consider the searcher's concerns in the keywords/search terms as well as the ad copy. Responsive ads are coming in June 2022 which will offer quick feedback on the quality of your ad copy (determined by AI) but may affect your ability to connect with the individual on an emotional level. A poor rating might mean your ad isn't served as often, but you can trust the data to see if it’s effective.

(29:20) Are my keywords and search terms getting results?
Are they matching my “get in front of the person” goals or taking me off that path? This is a constant adjustment and an ongoing improvement process. Modify by using full context keywords or negative keywords.

(41:41) Am I getting good conversion rates?
“Good” is a relative term. It depends on the industry you're in and who you’re selling to. You can’t base the success of a Google Ads campaign solely on the conversion rate. If they’re not converting, it usually comes down to the presentation of the product or service on the website.

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/
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/MkNeIUgNPQ8