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

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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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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:
Change is coming. Expanded Text Ads are phasing out next year and being replaced with responsive search ads. In this episode, we’re getting you up to date on the latest news and explaining what responsive search ads are and the performance we’ve seen from them. We’ll also do some higher-level thinking about the possibilities of responsive search ads.

(3:47) News – Expanded text ads are phasing out in June of 2022

(8:26) What are responsive ads?

“It’s basically you adding a bunch of information to a bunch of blank lines (headlines, descriptions, URL) about what your business does and why someone should click on your ad and Google picks the best one for that one auction.” – Chris

(16:11) What is pinning?

“It’s a compromise on Google’s behalf. Without pinning we would have no control. It’s a small ability to make decisions in a system that would otherwise be completely optimized based on Google’s algorithm.” - Chris

(23:50) What is ad strength?

Ad strength is measured according to 4 categories to optimize headlines – add more headlines, include popular keywords in your headlines, make your headlines more unique, or make your descriptions more unique.

(29:11) Our insights on responsive search ads

“If an ad group has 100 impressions and you have a responsive search ad in there and 2 or 3 expanded text ads, I would bet the responsive ad would get about 90% of those impressions.” - Jason

(32:28) Strong click through and conversion rates

“Simply the fact that it gives you feedback on your ad copy and rotates it out leads to better click-through rates. - Chris

(36:01) Jason’s idea for themed responsive ads

Themes would include categories like pricing, reputational, etc. that would allow you to see what connects best with search users.

Search News:
Making it easier to show the right message on Search - https://support.google.com/google-ads/answer/11031467

About responsive search ads - https://support.google.com/google-ads/answer/7684791

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.
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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

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Show Notes:
On today’s episode we have an interesting discussion about keyword match types, their risk levels, and re-thinking these things. Over the last few years a lot has changed in Google Ads and these changes have influenced the way we think about keyword match types. In this episode we discuss new ways to think about match types, we equate different types of match types and keywords with other match types, and we talk about why and when we pursue this kind of thinking about match types.
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We need your help! Please help us grow the show:
Please leave us a rating and review on Apple 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/

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:
Choose your bid and budget - https://support.google.com/google-ads/answer/2375454
About average daily budgets - https://support.google.com/google-ads/answer/6385083

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

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
Subscribe to the newsletter - https://paidsearchpodcast.substack.com/
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/MkNy it's

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:
“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

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