302: Amazing Google Ads Q&A Episode

03/14/22 • 45 min

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

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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Previous Episode

301: Beginner's Guide to Google Ads

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Get Opteo for free for two months - https://opteo.com/psp
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

Next Episode

303: Two Really Interesting Things That We’re Finding Out About Responsive Ads

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Get Opteo for free for two months - https://opteo.com/psp
Jason Rothman - https://rothmanppc.com/
Chris Schaeffer - https://www.chrisschaeffer.com/
Links:
About Ad Strength for responsive search ads - https://support.google.com/google-ads/answer/9921843
About location insertion for responsive search ads - https://support.google.com/google-ads/answer/9773001
Check out Ryan Suchit’s YouTube channel - https://www.youtube.com/channel/UCBu-8pX2ff0HOurz7TxQEqA
Ryan’s video about location insertion in responsive search ads - https://youtu.be/k_ukaHbtJ_E

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