Summary

In this episode, Sarah Stemen discusses the concept of impression share in Google Ads, explaining its significance and how it can be misinterpreted by business owners. She emphasizes that while a high impression share may seem desirable, it is not always the best indicator of campaign success. Instead, she advocates for focusing on conversions and return on ad spend as primary metrics. The episode also covers scenarios where a low impression share can be acceptable and how to use impression share as a diagnostic tool rather than a goal.

Takeaways

Impression share indicates the percentage of impressions your ads receive.

A high impression share is not always beneficial for your business.

Focus on conversions and return on ad spend, not just visibility.

Chasing 100% impression share can lead to higher costs.

Low impression share can mean effective filtering of quality traffic.

Ad ranking and quality score are crucial for maximizing performance.

Top impression share may be more important than overall impression share.

Brand keywords should have a high impression share for effectiveness.

Impression share should be used as a diagnostic tool, not a KPI.

Monitor impression share as a data point rather than a target.

Ready to take your Google Ads strategy to the next level? Book a paid consulting call with me: https://linktr.ee/sarahstemen For more strategic insights on Google Ads, visit my website at www.thesarahstemen.com

In this episode, Sarah Stemen discusses common challenges faced by businesses using Google Ads, including the importance of context, focusing on the right metrics, and understanding the compatibility of business models with Google Ads. She emphasizes the need to address industry reputation issues and provides actionable takeaways for improving ad performance.

Takeaways

Google Ads can be overwhelming for business owners.

Context is crucial for effective advertising.

Focusing on the wrong metrics can drain your budget.

Some business models are not suited for Google Ads.

Industry reputation can impact ad performance.

Addressing customer concerns can improve conversion rates.

Building trust takes time and strategy.

Using Google Ads effectively requires understanding your audience.

Don't ignore the reputation of your industry.

Success in Google Ads is about adapting to challenges.

Chapters

00:00 Introduction to Google Ads Challenges

02:02 Understanding the Lack of Context Problem

07:26 Focusing on the Wrong Metrics

11:22 The Importance of Business Models

17:57 Addressing Bad Category Press

22:54 Conclusion and Key Takeaways

Ready to take your Google Ads strategy to the next level? Book a paid consulting call with me: https://linktr.ee/sarahstemen For more strategic insights on Google Ads, visit my website at www.thesarahstemen.com

Summary

In this episode, Sarah Stemen discusses the decline of the traditional Google Ads agency model, particularly for small businesses. She highlights the challenges faced by small businesses in affording high-end agencies and the rise of 'button pusher' agencies that offer low-cost services but lack strategic depth. Stemen advocates for a shift towards coaching models, where PPC experts guide business owners in managing their own Google Ads effectively. She emphasizes the importance of empowering small businesses with the knowledge and skills to take control of their advertising strategies, ultimately leading to better results and cost savings.

Takeaways

The traditional Google Ads agency model is failing small businesses due to high costs.

Small businesses often find themselves stuck between expensive and ineffective agency options.

Button pusher agencies focus on basic execution rather than strategic thinking.

The rise of AI and automation is making basic agency tasks obsolete.

High-end agencies offer valuable strategic insights that come from years of experience.

Many PPC experts are transitioning to coaching roles instead of managing accounts.

Small business owners can effectively manage their own Google Ads with the right guidance.

The future of Google Ads management lies in empowering business owners rather than relying on agencies.

Understanding your own business is key to running successful Google Ads campaigns.

Coaching can provide the necessary strategy without the high costs of traditional agency management.

Chapters

00:00 The Decline of Traditional Google Ads Agencies

02:44 The Rise of Button Pusher Agencies

05:52 The Shift to Coaching Models

08:38 Empowering Small Businesses in Google Ads

Ready to take your Google Ads strategy to the next level? Book a paid consulting call with me: https://linktr.ee/sarahstemen For more strategic insights on Google Ads, visit my website at www.thesarahstemen.com

Summary

In this episode, Sarah Stemen discusses the critical importance of ethics in pay-per-click (PPC) advertising, particularly for small businesses. She emphasizes the potential risks associated with AI in PPC, including ethical dilemmas, data privacy concerns, and the need for transparency and accountability. The conversation highlights the responsibilities of business owners to ensure that their use of AI aligns with ethical standards and fosters trust with customers. Sarah provides practical steps for building ethical guidelines into PPC strategies, advocating for a partnership between humans and AI to create effective and responsible advertising campaigns.

Takeaways

Small businesses must prioritize ethics in PPC to avoid reputational damage.

Trust is a small business's most valuable asset.

AI can optimize campaigns but comes with new responsibilities.

Automation in PPC can blur ethical lines if not monitored.

Data privacy is a significant concern in AI-driven advertising.

Transparency in data usage builds customer trust.

Accountability is crucial when AI makes questionable decisions.

Ethical guidelines should be established before launching campaigns.

Continuous education on AI is necessary for effective use.

Documenting ethical issues can lead to improved PPC strategies.

Chapters

00:00 The Importance of AI Ethics for Small Businesses

02:20 Understanding the Invisible Hand of AI

05:18 Navigating Data Privacy in AI Advertising

07:56 Transparency and Accountability in AI Campaigns

11:03 Building an Ethical Framework for PPC

13:43 Proactive Steps for Ethical AI Use

17:14 Conclusion: Embracing Ethical AI Practices

Ready to take your Google Ads strategy to the next level? Book a paid consulting call with me: https://linktr.ee/sarahstemen For more strategic insights on Google Ads, visit my website at www.thesarahstemen.com

In this episode, Sarah Stemen discusses essential strategies for optimizing your Google Ads performance during the Black Friday and Cyber Monday sales period. She emphasizes the importance of early preparation, specifically around keyword research and negative keyword lists, along with setting up an effective campaign structure. The conversation dives into crafting highly targeted ad copy, implementing aggressive bidding strategies during peak traffic, and the necessity of post-event management to maximize revenue and avoid common pitfalls. The discussion provides actionable insights for small to medium-sized business owners looking to enhance their Google Ads performance and dominate the competition during this critical shopping season.

1. Black Friday is a Multi-Week Google Ads Strategy Period, not just a single day. Start your preparations early.
2. Begin your Google Ads setup and audits well in advance to ensure timely approvals and data gathering.
3. Utilize historical Google Ads data to accurately forecast traffic, budget needs, and inform your Google Ads strategy.
4. Set realistic but ambitious ROAS (Return on Ad Spend) goals and sufficient Google Ads budgets to compete effectively during peak competition.
5. Mobile optimization is critical: Ensure your landing pages and Google Ads extensions are flawless for the majority of Black Friday shoppers using phones.
6. Implement an aggressive Google Ads bidding strategy during peak hours, using tools like the Seasonality bid adjustment to notify Smart Bidding of expected conversion spikes.
7. Optimize your Google Ads copy to be highly specific; replace generic text with clear mentions of "Black Friday deals" and precise discounts.
8. Monitor your Google Ads campaigns closely (hourly) during high-traffic periods to quickly adjust bids and reallocate budget to top-performing keywords.
9. Post-event management is essential for your Google Ads strategy; pause Black Friday ads and implement data exclusions to prevent performance distortion.
10. Stay flexible and adapt your Google Ads strategy based on real-time consumer search trends and competitor moves.

Chapters:

0:00 - Introduction to Black Friday PPC Strategy
3:00 - Early Preparation Tactics
6:00 - Campaign Structure and Targeting
9:00 - Ad Copy and Bidding Strategies
12:00 - Post-Event Management and Mistakes to Avoid
15:00 - Conclusion and Call to Action

Ready to take your Google Ads strategy to the next level? Book a paid consulting call with me: https://linktr.ee/sarahstemen For more strategic insights on Google Ads, visit my website at www.thesarahstemen.com

In this episode, Sarah Stemen addresses the common issue of high cost-per-click (CPC) and low conversion rates in Google Ads. She provides a detailed, two-phase diagnostic approach to tackle these problems, focusing first on identifying the causes of high CPC and then addressing low conversion rates. Key strategies include checking quality scores, optimizing ad relevance, analyzing auction insights, and refining bidding strategies. Additionally, she emphasizes the importance of understanding search intent and ensuring a seamless user experience from ad click to landing page. The episode concludes with advanced strategies for evaluating keyword contributions to overall campaign performance.

Takeaways

High CPC and low conversion rates are common PPC issues.

Quality score significantly impacts CPC and ad performance.

Ad relevance and landing page experience are crucial for conversions.

Search intent must align with ad messaging to avoid wasted clicks.

Negative keywords can help filter out unqualified traffic.

Landing page speed and design affect conversion rates.

Shorter forms generally lead to higher conversion rates.

Trust signals on landing pages can enhance user confidence.

Evaluating keyword contributions can prevent unnecessary pauses.

A holistic view of campaigns is essential for effective management.

Chapters

00:00 Diagnosing High CPC Issues

04:58 Addressing Low Conversion Rates

09:51 Evaluating Keyword Contribution

Ready to take your Google Ads strategy to the next level? Book a paid consulting call with me: https://linktr.ee/sarahstemen For more strategic insights on Google Ads, visit my website at www.thesarahstemen.com

In this conversation, Sarah Stemen shares her insights on mastering Google Ads through a structured approach. She emphasizes the importance of understanding the Google Ads algorithm, creating hyper-relevant ad groups, and focusing on quality scores and landing pages. Stemen also discusses the significance of crafting compelling ad copy and the process of conversion mining to optimize campaigns. Finally, she encourages advertisers to embrace failure as a part of the learning process to achieve success in their Google Ads efforts.

Takeaways

You need an absolutely proven framework for Google Ads success.

Stop chasing hacks and understand the system's goal.

Creating hyper-relevant ad groups is crucial for performance.

Your landing page is your front door to conversions.

Start with emotion, not information, in your ad copy.

Conversion mining helps in analyzing data for better decisions.

Allow yourself to fail often to learn and grow.

Continuous testing is essential for finding breakthrough ad copy.

Feed users the best possible experience to improve quality scores.

Understanding the algorithm is key to lowering costs and increasing ROAS.

Chapters

00:00 Introduction to Google Ads Success Framework

01:37 Understanding the Google Ads Algorithm

04:43 Creating Hyper-Relevant Ad Groups

08:15 The Importance of Quality Score and Landing Pages

09:58 Crafting Irresistible Hooks in Ad Copy

14:16 Conversion Mining: Analyzing Data for Success

19:12 Embracing Failure for Continuous Improvement

Ready to take your Google Ads strategy to the next level? Book a paid consulting call with me: https://linktr.ee/sarahstemen For more strategic insights on Google Ads, visit my website at http://www.thesarahstemen.com

Summary

In this episode, Sarah Stemen dives deep into the intricacies of structuring Performance Max campaigns for Google Ads. She addresses common questions and misconceptions, providing actionable strategies for budget allocation, asset group creation, and optimizing product feeds. The discussion emphasizes the importance of understanding the retail-like environment where Performance Max thrives and how to effectively feed the campaign with quality data. Sarah shares real-life examples and concludes with key takeaways for successful campaign management.

Takeaways

Performance Max is not for everyone; it thrives in retail-like environments.

Proper structure in campaigns prevents wasted ad spend.

Budget allocation should be based on product margins.

Asset groups must be specific and relevant to improve CTR.

Creative should match the asset groups for better performance.

Exclude brand terms to focus on prospecting.

Feeding the campaign with quality data is crucial for success.

Product feeds should align with asset group strategies.

Seasonal promotions can significantly boost revenue.

Campaign structure should prioritize profit margins and product categories.

Chapters

00:00 Introduction to Performance Max Campaigns

00:53 Understanding the Structure of Performance Max

02:46 Budget Allocation Strategies

04:59 Creating Effective Asset Groups

06:49 Feeding the Performance Max Beast

08:33 Optimizing Product Feeds

09:51 Seasonal Promotions and Campaign Control

11:16 Conclusion and Key Takeaways

Ready to take your Google Ads strategy to the next level? Book a paid consulting call with me: https://linktr.ee/sarahstemen For more strategic insights on Google Ads, visit my website at http://www.thesarahstemen.com

Google Ads is NOT a Sales Pitch: Stop wasting money on outdated campaigns! In this essential episode of the Google Ads Strategy Hub, veteran expert Sarah Stemen reveals the new strategic mindset small businesses must adopt to get profitable results in 2025. Forget everything you think you know about Google Ads it's time for a fundamentally different, intent-driven approach to your PPC campaigns.

The mistake is simple: you're trying to sell, not serve. Sarah Stemen breaks down the precise, innovative strategies that allow small businesses to finally compete and win:

• 🔑 Master User Intent: The key to success is understanding why people are searching, and serving them a solution—not just a sales pitch.
• 🔬 Adopt the Scientist Mindset: Move beyond guessing. We show you how to analyze data, reverse engineer competitor messaging, and focus on action goals for continuous improvement.
• ✨ Infuse Your Uniqueness: Learn how to add your "sparkle" to ad copy to stand out in a crowded market and ensure your ad is seen as a solution, not just another ad.
• 🚫 Why Your Campaigns are Failing: Find out why trusting your eyes when studying competitors is a massive mistake, and what data you should be looking at instead.

This is the ultimate Google Ads strategy for small business owners looking to stop the wasteful spending and finally achieve massive ROI from their campaigns.

Chapters

00:00 Introduction to Google Ads Strategy

01:40 Mastering User Intent

05:34 Reverse Engineering Competitor Messaging

10:19 Infusing Uniqueness into Your Ads

12:34 Adopting a Scientist Mindset for Data Analysis

Ready to take your Google Ads strategy to the next level? Book a paid consulting call with me: https://linktr.ee/sarahstemen For more strategic insights on Google Ads, visit my website at http://www.thesarahstemen.com

In this episode of the Google Ads Strategy Hub Podcast, Sarah Stemen explores an unexpected tool for better Google Ads results: Reddit. While most advertisers focus only on Google Ads campaigns, Reddit can be a goldmine for ad copy ideas, customer insights, and authentic marketing language.

Discover how Reddit’s communities reveal what people actually think, say, and trust — and how you can use that to write ad copy that converts in PPC campaigns. Sarah breaks down:

• Why Reddit can give you better keyword and messaging insights than Google Ads alone
• How authentic conversations on Reddit build customer trust
• Practical steps to use Reddit for crafting ad copy that resonates with your audience

If you’re a business owner or marketer running Google Ads, PPC campaigns, or paid media, this episode will show you how to tap into Reddit to make your campaigns smarter and more effective.

Takeaways:

• Reddit can be a goldmine for Google Ads ad copy ideas.
• Authenticity in PPC marketing is key to building consumer trust.
• Customers prefer real conversations over polished ad copy.
• Subreddits act like niche focus groups for advertisers.
• Reading Reddit comments uncovers customer pain points and frustrations.
• Spotting patterns in user feedback helps shape effective Google Ads messaging.
• High-performing ads speak the exact language your customers use online.
• Reddit offers grassroots market research for PPC campaigns.
• Smart marketers learn to filter noise and find valuable ad copy inspiration.
• Listening to customers directly leads to better ad performance in paid search.

Chapters

00:00 Introduction to the Power of Reddit

04:44 Leveraging Reddit for Ad Copy Research

10:38 Conclusion and Call to Action

Ready to take your Google Ads strategy to the next level? Book a paid consulting call with me: https://sarahstemenllc.hbportal.co/public/66465f104670f3002dd0fbe8

For more strategic insights on Google Ads, visit my website at http://www.thesarahstemen.com