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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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