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Phrase match is vital to you and your PPC campaign, as you can reach more searches than exact match and fewer searches than with broad match. Here’s how it works.

If I use a phrase match with a keyword phrase that consists of three words, e.g. buy red umbrella, how can I ensure that Google will not show as to searches that are missing on word e.g. buy umbrella, red umbrella, maybe? I think there was a typo. Yeah, let's do that. Buy red umbrella, buy umbrella, red umbrella. That is what is happening in my campaign right now. Okay. I don't want to use an exact match because buy red umbrella would eliminate all the long tail words, which is correct. Move this towards the left of it. Okay, I don't want to use an exact match. Yeah, it will also cut down on the traffic as well. Would eliminate all the long tails like buy red umbrella now or buy red umbrella in Toronto. Fine. I know I can use negative words with exact match correct to eliminate those combinations. But I wanted to know if there are any more sophisticated ways to control it. Okay, so right now you got three match types broad, phrase and exact. The BMM, you can't use it anymore. The exact match is not exact anymore. Right? So Google is going to show you closed variants to that exact match. Phrase match is not a phrase anymore. It's going to show you closed variants. And I've seen in the search term reports that Phrase match has triggered a closed variant.

So we are having less and less control on how to trigger our ads on which terms. The only way to combat this is with using negative keywords very aggressively. So you can use negative keywords at three levels, at group level, campaign level, and account level negatives. In this case, I would use it at the ad group level. And then if you don't want your ads to be triggered by something like buy red umbrella in Toronto, then you will put that as a negative. But I wouldn't do that because then you are reducing the impressions and the search impression share. As long as these three words are on that phrase, then you want to show that in any combination of that search term. And if these three words are not in that search term, then you start putting them as negatives. So that is the best way to negate this problem. The other thing which you also want to test is the algorithm keeps changing. You must try a broad match as well. And you will be pleasantly surprised as to how much more traffic you can get to your website at a lower cost, because broad match keywords are the cheapest clicks. They may not be the most searched terms with the intent in it, but if you are putting up negative keywords regularly, then you are going to improve and optimize your campaigns as you go along. So that's how I would use it. So, yes, you keep using negative keywords aggressively.

The No.1 Google Ads Coaching and Training Program. Watch Masterclass here: https://sfdigital.co/youtube

Which is better - SEO or Google Ads? Should you focus on one or both? Choosing between SEO and Google Ads is like choosing between oranges and apples - both help to get your business on the SERP in front of potential clients.

I'm knowledgeable and experienced about SEO and Google Ads. Would you advise me to focus on only one thing or should I go in both? It's a freelancer question. I can run Facebook Ads better than most other Facebook agencies, but you would never find me doing a single video on Facebook ads or Twitter ads or LinkedIn ads or any other kind of ads. I just focus on Google Ads. That is my expertise.

If you want to become the go-to expert, you've got to be just at one thing and one thing only. SEO is completely different. Google Ads is completely different. My advice to you is to focus on just one thing and not try to do lots and lots of things. Even as an agency, we don't offer SEO, even though our organic rankings, organic traffic is a lot more than most other agencies have because we upload, we optimize. We have a team of six for our content marketing and SEO, but we don't offer it as a service. We only do work for ourselves.

The No.1 Google Ads Coaching and Training Program. Watch Masterclass here: https://sfdigital.co/youtube

Worried about your suspended Google Ads account because of the circumventing system’s policy? Here’s what to do if this happens to you.

All right. My website is for tours and travel. For many years, its Google Ads account was doing well, but one day it got suspended due to unacceptable business practices. After that, I tried using a new computer, new IP address, different payment, new domain, but all accounts got suspended in circumventing system policy. Many times I also submitted the appeal form, but after some time the form is submitted, the account is suspended for unacceptable business practices. Okay, so Google terms and policies, they change regularly.

So if it was working well before and it's not working now, that means you are breaching some kind of Google policy and you've got to study those and make sure that you are not breaching them. So don't think that, oh, well, it was working fine before. Why they're suspending me now is because some of the policies have changed and you need to make and implement those changes on your website or wherever you're sending the traffic. Making a new account, a new domain, new IP, new payment won't help because Google is a lot more clever than all of us. They know exactly who we are, what we do, and basically, you can't fool them.

My advice to you is to look at what is the problem. Keep going back, because every time you submit a form, they have to investigate. They have to look. Try to get a manual review as well, other than that automated review done by bots, and then hopefully you'll get your account back. But my recommendation is not to try new things or new accounts because it will keep on getting suspended and you'll get more frustration. So try and get to the bottom of this problem as to what are you doing which is suspending your account.

The No.1 Google Ads Coaching and Training Program. Watch Masterclass here: https://sfdigital.co/youtube

Dynamic remarketing enables you to display ads to individuals who have previously used your mobile app or visited your store. Learn how to set up dynamic remarketing in Google Ads.

How to set up dynamic remarketing in Google Ads and how to choose the category. Good question. Dynamic remarketing is mostly used for e-commerce websites or stores. If I were to go to a website and saw a particular product, like an iPhone, then that product ad is going to follow me on the Internet to remind me to buy it again if I abandoned the shopping cart or did not buy or did not convert on my last visit. Most accounts which we audit the remarketing campaigns are not set up the right way. They leave a lot of cash on the table for their competitors to swipe from them from there under their noses because you've got to have a multi-touch marketing campaign. And what I mean by that, is if someone goes to Google, YouTube, Facebook, Instagram, LinkedIn, wherever or on the Google Display Network, your ads should be in front of that audience. So a lot of our budget for our campaigns is spent on remarketing to keep pushing them further down the funnel. Don't expect instant conversions.

The No.1 Google Ads Coaching and Training Program. Watch Masterclass here: https://sfdigital.co/youtube

Google is adding new options on AAR, which is the auto-applied recommendations. What are your thoughts on this function and which options will you use? Normally, we don't use the auto-applied recommendations because I want to see or me or my team members what like to see what Google is applying. Some of the recommendations are not so good. Some of them are good, but a lot of them is not aligned to our goals. So you need to be careful as to what recommendations you would like to apply to your campaigns. You don't need to auto-apply them. You can opt-out. But let's go to the Google Support Center first and see what they talk about and how you manage the recommendations that you opt-in to apply automatically. So it will show you over here, let me adjust the screen up a bit. Zoom in a bit more. Yeah. Opt-in automatically apply recommendations. You sign into your account and the page on the left, click Recommendations, top right or to Auto-apply. And then you can select which ones you want them to do. And then you save for each category. And then you can confirm who enrolled your account and went through your Google's change History.

So you can see what has happened in the change history as well. And then again, it tells you how to do this. I'm going to go into the account in a minute, so we don't need to read everything. What else does it say? Once you've opted to automatically apply a recommendation, you’ll be able to track which recommendations are enabled in the History tab of the Recommendations page. I'll show you in a minute. You’ll also be able to see how many times that recommendation has been applied in the past week, when it was last applied, and when you first opted in. And then you can show you how to disable the AAR and show you in a minute. And then that's the history. So there's not a lot you can do with regards to setting up, opting in or opting out. Let's go into our account. So then in the middle column over here, you go to recommendations. You’ll get a long list of here. All right? So now on the top right-hand corner, I don't think you can see it. There you go. So over here, it says here Auto Apply.

So once you click on it, you will then see the list of all these recommendations which Google is giving you. So if you want to adjust your CPA bid or set a target bid upgrade or whatever you want to do, you just check them off and save. Then you have this section for keywords and targeting, ads and extensions. You can select all or individual ones. And every time you need to select save for each one of these sections. I'm not a huge fan of the Auto-applied recommendations, but it's up to you. If you want to see what's been happening. You go into this manage sorry, the History tab, and you will see a long list. This is my test account. There's not much data in it, so nothing is showing up. But then you will see the recommendations status categories and when it happened and whether you opted in or not. And then you go back to your manage. And that's how you do it. So it's not a lot to do it. If you want to come out, click that x button and that's it. Now you come back to your recommendations.

The No.1 Google Ads Coaching and Training Program. Watch Masterclass here: https://sfdigital.co/youtube

I specialize in Google Shopping Ads and my target niche is eCommerce store owners. What do you think about a reasonable retailer package and setup fee as a new agency? I’m confused about pricing. So again, Arshad, thank you for your question. First of all, again, this is one of the most commonly asked questions, and I've replied to this many times, and I'll reply in the same manner. I cannot answer that for you. I don't know your lifestyle, your circumstances, your overheads. You may be able to live on $50 a day, or you may not be able to run your business on $500 a day. So it really depends on what you want to charge. So if you are new and I'm talking about this is what I did when I was new, Right? I’m not saying to all of you whether you should do this or not.

It may not be right because I don't know your circumstances. So we started the business as photography, as photographers. Then we ventured into video, website and then Google Ads. I needed customers. I had no case study. I had no social proof. Nobody knew we could do Google Ads because I was only doing it for myself, for our business. So I went out to our existing clients, corporate customers, I said, I'm going to run Google Ads for you, don't pay me for I think it was 60 days or something like that. And if I give you the results and should you wish to continue, then you pay me. But in return, all I would ask is a testimonial. And that's what I needed. And a lot of people agreed all they would do is pay for their Google Ads. And I started to get that social proof, those testimonials.

The No.1 Google Ads Coaching and Training Program. Watch Masterclass here: https://sfdigital.co/youtube

Tell us, what is share lost impression share? So that is limited by budget. That means you are losing impression share. Now, let me repeat this again. There are two ways you can lose impression share. One is by budget and one is by your bids. So if you're not bidding aggressively, Google will not show your ads more because your competitors are outranking you, outbidding you. So you're going to have less impressions. The budget also is the same.

If you don't have enough budget, your ads are going to stop running at midday or 1 o’clock in the afternoon, and then you're going to lose all that impression share through the rest of the day and the evening. So that's what it means. So you don't want to be losing a lot of impression share. That is a really good metric to look at to see how competitive or not your bids, your budget is. Because previously we used to have those ad ranks Right? Was an ad position which Google has taken away. So the next best thing is the search impressions share.

The No.1 Google Ads Coaching and Training Program. Watch Masterclass here: https://sfdigital.co/youtube

Unsure of what Maximum CPC is? Want to learn more about Google Ads limited by budget? Happily, we have all the answers in this short video.

What is Max CPC and limited by budget? Max CPC is the maximum cost per click which you are willing to pay. So you tell Google I don't want to pay more than $5 a click. So that's your Max CPC. Limited by budget is Google more often than not will give you that warning that you are limited by budget because there's a lot more traffic you can get or a lot more clicks. So you can increase the budget and you will see that you're getting more clicks and more traffic to your website, which is not a bad thing if you know that your conversions are happening.

Your cost per conversion or the ROAS ads is profitable and your conversion rate is good. So if you increase your budget and your conversion rate stays the same, you are going to increase your business and grow your business. So the most important bit before you scale is, first of all, at best get to breakeven point so you're not wasting money or it's not costing you money out of your pocket to run ads because otherwise, you can't scale. And secondly, you scale when you know that the conversion rate is staying constant. So if you're spending 100 a day, then you go to 150 or 200 and the conversion rate stays the same, you are getting more leads or sales for yourself and for your business.

The No.1 Google Ads Coaching and Training Program. Watch Masterclass here: https://sfdigital.co/youtube

Agencies often hold off on the quest to get new clients. Here are some tips on how to get more customers for digital marketing.

How to get new clients for a newly Google Ads agency? I've covered this question many times. What you want to do is to whether you are new or old, the process is the same. We’ve been going for 20 years, a long time and we're just about to launch a new Google Ads campaign to generate more leads for ourselves. So first of all, I would say you have to run ads, and practice what you preach.

So if you say if you are offering a service that is okay, I can generate more leads or sales for your business through Google Ads, then you need to be doing the same thing for yourself. You need to spend money because that's how you’re going to really polish up your Google Ads skills. Because when you spend your own money, you don't want to waste it. It's very easy to spend other people's money. And I'm not saying you can do waste it, but it doesn't hurt you when things are being wasted. So you run your own campaigns.

First of all, you learn the skill set. So if you're not running video or display, run it, see what happens and then you can implement this for your clients. So first of all, have a really great offer. What is your offer? Create a landing page. And I see so many ads on Google search network agencies who are running ads to get new clients for their agency. All they are doing is sending the click from the ad to the home page, which is the worst place to send it.

So I'm not sure how they run and manage their client accounts if they are running their own campaigns like this. So I would recommend you set up an offer which goes to a dedicated landing page. Have a great irresistible offer and the call to action could be is to book a discovery call or a strategy call and get them on a call and try and close them and convert them. That’s how I would do it. But you got to have an offer and you got to run ads if you want to get results pretty quickly.

The No.1 Google Ads Coaching and Training Program. Watch Masterclass here: https://sfdigital.co/youtube

Roughly 62% of advertisers struggle to get conversions from mobile calls. Wondering why you’re only getting clicks but no calls from your Google Call Ads?

Sometimes I get a lot of clicks, but not as many phone calls. It could click fraud. Yes, Vinny. There are lots of apps for reducing click fraud. I won't say it will completely stop it. It could minimize it. Look at your search terms report. See which search terms triggered your ads.

And if there's a particular keyword or search term which is getting you all these clicks, then potentially stop it and see what other keywords bring in. And try long tail keywords as well where the volumes will be a little bit lower, but you will get high intent on those keywords.