The Paid Search Podcast | A Weekly Podcast About Google Ads and Online Marketing - 283: Simple and Essential Questions for Improving Your Google Ads Results

283: Simple and Essential Questions for Improving Your Google Ads Results

11/01/21 • 52 min

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

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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.

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

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

Previous Episode

282: Google Ads Q&A

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Show Notes:
This week the guys are tackling more of your Google Ads questions regarding the staffing and recruiting industry, finding value in a campaign that doesn't track conversions, the usefulness of the ad preview tool, the impact of pausing a campaign, and what to do if your conversion rate is showing over 100%.
(3:47) Q: Could you talk about the staffing and recruiting industry? It seems like a different beast with more targeting restrictions and high CPCs.

A: It’s a unique industry because of the intensity by which people search. High volume, high response, and a lot of competitors mean you have the unique opportunity to try a lot of experiments. Drill down on what job you offer specifically.

(12:42) Q: My client is not able to track conversions. Would you accept clients who have this setup? How do you judge success? How do you know what to optimize?

A: It’s not as big of a problem as it seems. The campaign will never be as good as it would if you had the tracking/conversion data, but it’s still a good value for marketing money because of search terms, CPC, and keywords. You can judge success on many other secondary factors.

(19:24) Q: Do you think the ad preview tool is useful for clients to see their own ads without affecting search results?

A: It’s usually a last resort to a client who doesn’t see their ad. Because we’re working with a digital product, we have to work with the numbers we see.

(25:48) Q: Will stopping my ads have a negative impact on a campaign and/or account level due to a build-up of negative history on the days the ads aren’t running? Ideally, we would like to run our ads every day but sometimes we aren’t able to due to budget and cash flow problems.

A: There is not a negative impact on a campaign just because you pause it, but there is a momentum shift. You’re not being hurt, but you’re not getting the benefit of the momentum. The second part of the question is a budget consumption issue. Someone is overstepping the budget and not appropriately distributing it across a month.

(31:39) Q: We’re an eCommerce site only tracking sales as conversions, but are seeing a 500% conversion rate on one click/keyword. Can you convert more than once from one click or is this a bug?

A: This is a conversion tracking issue. Go to search terms and search by conversion rate then look at the conversion count setting – change it from “every” to “one”. It could also be an issue with the conversion tracking code placement.

Next Episode

284: Longtail Keywords Are Dead

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Jason Rothman - https://rothmanppc.com/
Chris Schaeffer - https://www.chrisschaeffer.com/
Show Notes:
In our last episode, we talked about how the loosening of match types has changed our approach to the way we select keywords and concluded that longtail keywords are on the way out. This week we’re defining longtail keywords, why we used them, why they’re “dead,” and why we’ve replaced them with “full context” keywords. Chris also breaks down several match-type agnostic examples that help explain the concept for a wide variety of industries.
(4:11) What is a longtail keyword?

Keywords that are 3+ words in length that go beyond an action term plus a core term; super low volume, highly niched keywords

(9:18) Why did we use longtail keywords used?

Word to word targeting used to be possible

(12:07) Why are longtail keywords dead?

With the loosening of match types, now we have to match idea to idea/topic to topic/theme to theme; search results are more individualized based on other data

(16:42) What is a “full context keyword”?

3 or more words that express a complete thought that define the search firmly in the search funnel
Examples by industry –
(24:17) Medical technology
(27:41) E-commerce
(33:00) Rentals
(37:57) Furniture
(45:42) Home services
(47:57) Travel