You've got questions about Target CPA bidding, and in episode 71 of the Inside Google Ads podcast, host Jyll Saskin Gales has answers! She clarifies the differences between Maximize Conversions and Target CPA bid strategies, offering insights into when and why you might consider switching. Jyll also advises whether to start new campaigns with Target CPA or not, and if it's necessary to change to Target CPA if Maximize Conversions is already performing well. She also debunks myths about bid strategy statuses, and whether or not you need to worry about the "learning period."

Plus, stay tuned 'til the end of the episode for a new Insider Challenge!

You can get episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode71 

Google Ads Coaching
Need some expert help with your Google Ads campaigns? Book a call with Jyll! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode71 

Learn more about this topic on Jyll's Google Ads blog
Maximize Conversions vs. Target CPA: A Complete Google Ads Guide: https://learn.jyll.ca/blog/do-you-need-to-set-a-target-cpa-with-maximize-conversions-bidding?utm_source=podcast&utm_medium=referral&utm_campaign=episode71 
Choosing the Right Target When Switching Bid Strategies in Google Ads: https://learn.jyll.ca/blog/choosing-the-right-target-when-switching-bid-strategies-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode71 
What does Eligible (Limited) Bid Strategy mean in Google Ads? https://learn.jyll.ca/blog/what-does-eligible-limited-bid-strategy-mean-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode71 

Find Jyll on social media
https://www.linkedin.com/in/jyllsaskingales
https://www.youtube.com/@the_google_pro
https://www.instagram.com/the_google_pro 
https://www.threads.net/@the_google_pro

Can Google Ads Demand Gen campaigns actually generate demand, or are they a waste of money? In episode 70, host Jyll Saskin Gales dives into Google's newest campaign type, Demand Gen, to find out how you can yield impressive results and generate quality leads. To do so, she interviews three seasoned Google Ads practitioners – Heather Broussell, Austin Lindquist, and Jack Hepp – who share their real-world success stories using Demand Gen for diverse lead generation clients, from educational institutions to home services and cybersecurity firms. Their experiences will inspire you with practical examples of how to make Demand Gen work for your own accounts. Tune in to discover how these experts leveraged creative strategies, precise targeting, and thoughtful landing page experiences to drive high-quality leads and exceed client expectations.

Key Topics Discussed:

• How an educational institution achieved brand awareness and enrollment goals with Demand Gen, including unexpected geographic reach.
• Using Demand Gen to boost leads for a home services business during their slower season.
• Creative Demand Gen targeting strategies for a cybersecurity client, focusing on problem-aware audiences with a low-friction conversion path.
• The critical role of compelling creative in Demand Gen campaign success.
• The importance of sophisticated audience targeting options available in Demand Gen.
• Setting realistic conversion expectations and optimizing bidding strategies for Demand Gen campaigns.
• Why your landing page and offer are just as crucial as your ad creative and targeting for Demand Gen results.

Plus, be sure to stay tuned until the end of the episode for a new Insider Challenge to solve!

Google Ads Experts featured in this episode

• Heather Broussell of Antares Digital Marketing https://antaresdigitalmarketing.com
• Austin Lindquist of Ring Ring Marketing https://www.ringringmarketing.com
• Harrison Jack Hepp of Industrious Marketing https://industriousmarketing.co

You can get episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode70

Inside Google Ads course
Join more than 400+ Google Ads practitioners leveling up with Jyll Inside Google Ads. You'll find up-to-date in-platform tutorials, including brand new Demand Gen lessons to reflect recent platform changes. Learn more at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode70 

Learn more about this topic on Jyll's Google Ads blog
All About Demand Gen Campaigns in Google Ads: https://learn.jyll.ca/blog/all-about-demand-gen-campaigns-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode70
PMax vs. Demand Gen: Which is Right for Your B2B Google Ads Strategy? https://learn.jyll.ca/blog/pmax-vs-demand-gen-which-is-right-for-your-b2b-google-ads-strategy?utm_source=podcast&utm_medium=referral&utm_campaign=episode70
Demand Gen and Signed-In Users: Google Ads Targeting Done Right: https://learn.jyll.ca/blog/demand-gen-and-signed-in-users-google-ads-targeting-done-right?utm_source=podcast&utm_medium=referral&utm_campaign=episode70

Find Jyll on social media
https://www.linkedin.com/in/jyllsaskingales
https://www.youtube.com/@the_google_pro
https://www.instagram.com/the_go

It's the day after #GML2025, and Inside Google Ads host Jyll Saskin Gales was in the room where it happened in Mountain View, California. In this special episode, Jyll shares the big announcements from Google Marketing Live, and her perspective on what it all means for your Google Ads account.

Learn more about Google Marketing Live with Jyll: https://jyll.ca/gml?utm_source=podcast&utm_medium=referral&utm_campaign=episode69

AI Max for Search campaigns
Video: https://youtu.be/wKp8lEICwZQ 
Article: https://learn.jyll.ca/blog/ai-max-for-search-campaigns-what-you-need-to-know-about-search-max?utm_source=podcast&utm_medium=referral&utm_campaign=episode69 

Smart Bidding Exploration
Video: https://youtu.be/Y4zBqPwH1k4 
Article: https://learn.jyll.ca/blog/smart-bidding-exploration-in-google-ads-everything-you-need-to-know?utm_source=podcast&utm_medium=referral&utm_campaign=episode69 
LinkedIn post: https://www.linkedin.com/posts/jyllsaskingales_have-you-heard-about-smart-bidding-exploration-activity-7326580454264832000-Z-R7/ 

Performance Max channel reporting
Video: https://youtu.be/zHF_RUGxNSY 
Article: https://learn.jyll.ca/blog/performance-max-channel-reporting-transparency-but-no-control?utm_source=podcast&utm_medium=referral&utm_campaign=episode69 
Inside Google Ads Episode 66: https://jyll.ca/insidegoogleads/66?utm_source=podcast&utm_medium=referral&utm_campaign=episode69 

Performance Max search terms report
Video: https://youtu.be/plXXsIue6-M 
Article: https://learn.jyll.ca/blog/performance-max-search-terms-report-negative-keywords-finally?utm_source=podcast&utm_medium=referral&utm_campaign=episode69 

Attributed brand searches
Article: https://learn.jyll.ca/blog/what-are-attributed-brand-searches-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode69 

You can get episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode69 

Google Ads Coaching
Want to put Jyll's brain (and 10+ years of expertise) to work on your Google Ads account? Book a Google Ads coaching call! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode69 

Find Jyll on social media
https://www.linkedin.com/in/jyllsaskingales
https://www.youtube.com/@the_google_pro
https://www.instagram.com/the_google_pro 
https://www.threads.net/@the_google_pro 

What's the easiest way to spy on your competitor's keywords? In episode 68, Google Ads Coach Jyll Saskin Gales dives deep into effective (and ethical) ways to gain valuable insights into your competitors' Google Ads strategies. Forget misleading paid tools; Jyll shares her top three go-to methods that will actually help you understand what's working for others and where you might be missing out. And they're all free! Plus, Jyll breaks down the four ways to increase your search impression share, with the caveat that more isn't always better. Finally, Jyll addresses a frustrating Google Ads tool error, offering a straightforward explanation and a strong recommendation.

Key Topics Discussed:

• Practical techniques for researching competitor keywords and ad strategies using Keyword Planner and the Google Ads Transparency Center.
• Understanding how to interpret your own auction insights to identify competitor priorities and keyword overlap.
• Debunking the myth of a universally "good" impression share and exploring the balance between visibility and profitability.
• Exploring the four main ways to increase your impression share: budget, bidding, quality, and targeting.
• Why the Ad Preview and Diagnosis tool can be unreliable and what the "search location doesn't match" error actually means.

Plus, be sure to stay tuned until the end of the episode for a new Insider Challenge to solve!

Blog post mentioned in this episode: The Ultimate Guide to Google Ads Quality Score: https://learn.jyll.ca/blog/the-ultimate-guide-to-google-ads-quality-score?utm_source=podcast&utm_medium=referral&utm_campaign=episode68 

You can get episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode68 

Inside Google Ads course
Monthly live Q&A calls with Jyll and guest experts? More than 100 up-to-date Google Ads tutorials? Join more than 400+ Google Ads practitioners leveling up with Jyll Inside Google Ads. Learn more at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode68 

Read more about this topic on Jyll's Google Ads blog
How to Spy on Competitors' Google Ads (and Why You Should!) https://learn.jyll.ca/blog/how-to-spy-on-competitors-google-ads-and-why-you-should?utm_source=podcast&utm_medium=referral&utm_campaign=episode68 
Can you see your competitor's keywords in Google Ads? https://learn.jyll.ca/blog/can-you-see-your-competitor-s-keywords-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode68 
Why Your Google Ads Are Showing on Competitor Searches (and How to Fix It): https://learn.jyll.ca/blog/why-your-google-ads-are-showing-on-competitor-searches-and-how-to-fix-it?utm_source=podcast&utm_medium=referral&utm_campaign=episode68 

Find Jyll on social media
https://www.linkedin.com/in/jyllsaskingales
https://www.youtube.com/@the_google_pro
https://www.instagram.com/the_google_pro 
https://www.threads.net/@the_google_pro

Are rising Google Ads CPCs making you sweat? It's not a good enough excuse to stick with manual bidding. In fact, that's counterproductive! In episode 67 of the Inside Google Ads podcast, host Jyll Saskin Gales explains why higher costs with Smart Bidding strategies like Maximize Conversions are actually a good thing, and contribute to better performance. She also addresses concerns about using Maximize Conversions in new accounts with no prior data and clarifies whether duplicate ad groups inflate your CPCs.

Plus, be sure to stay tuned until the end of the episode for a new Insider Challenge to solve!

You can get episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode67 

Inside Google Ads course
Monthly live Q&A calls with Jyll and guest experts? More than 100 up-to-date Google Ads tutorials? Join more than 400+ Google Ads practitioners leveling up with Jyll Inside Google Ads. Learn more at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode67 

Read more about this topic on Jyll's Google Ads blog
Worried About High CPCs with Maximize Conversions? You Shouldn't Be: https://learn.jyll.ca/blog/worried-about-high-cpcs-with-maximize-conversions-you-shouldn-t-be?utm_source=podcast&utm_medium=referral&utm_campaign=episode67 
Are High CPCs Killing Your Google Ads ROI? https://learn.jyll.ca/blog/are-high-cpcs-killing-your-google-ads-roi?utm_source=podcast&utm_medium=referral&utm_campaign=episode67 
What can I do if CPCs in my industry are very high? https://learn.jyll.ca/blog/what-can-i-do-if-cpcs-in-my-industry-are-very-high?utm_source=podcast&utm_medium=referral&utm_campaign=episode67 

Find Jyll on social media
https://www.linkedin.com/in/jyllsaskingales
https://www.youtube.com/@the_google_pro
https://www.instagram.com/the_google_pro 
https://www.threads.net/@the_google_pro

PMax channel reporting is here! Time to celebrate? In a very candid episode of Inside Google Ads, host Jyll Saskin Gales dives into the latest buzz from Google: the upcoming channel reporting feature for Performance Max campaigns. While the promise of transparency—finally seeing how your PMax spend is distributed across Google's various channels like Search, Display, Maps, and Gmail—might sound exciting, Jyll offers a more nuanced perspective. She explains why this visibility without the ability to directly control channel allocation could lead to more frustration than success. Jyll also discusses recent PMax updates (like the introduction of a full search terms report and the ability to add up to 10,000 negative keywords).and Demand Gen updates (channel reporting and controls), further highlighting the perplexing nature of this PMax news. Join Jyll as she shares her honest opinion on these developments and what they might mean for your Google Ads strategy.

Plus, stay tuned until the end of the episode for a new Insider Challenge!

You can get episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode66 

Google Ads Coaching
Want to put Jyll's brain (and 10+ years of expertise) to work on your Google Ads account? Book a Google Ads coaching call! Learn more at https://jyll.ca/pages/google-ads-coach?utm_source=podcast&utm_medium=referral&utm_campaign=episode66 

Catch Jyll's new interview with Scott Redgate on Scott's YouTube channel! https://www.youtube.com/c/ScottRedgate 

Read more about this topic on Jyll's Google Ads blog
Performance Max Channel Reporting: Transparency, But No Control: https://learn.jyll.ca/blog/performance-max-channel-reporting-transparency-but-no-control?utm_source=podcast&utm_medium=referral&utm_campaign=episode66 
Performance Max Search Terms Report & Negative Keywords - Finally! https://learn.jyll.ca/blog/performance-max-search-terms-report-negative-keywords-finally?utm_source=podcast&utm_medium=referral&utm_campaign=episode66 
Google Ads Performance Max: Is it worth it? https://learn.jyll.ca/blog/google-ads-performance-max-is-it-worth-it?utm_source=podcast&utm_medium=referral&utm_campaign=episode66 

Find Jyll on social media
https://www.linkedin.com/in/jyllsaskingales
https://www.youtube.com/@the_google_pro
https://www.instagram.com/the_google_pro 
https://www.threads.net/@the_google_pro

Are bid adjustments in Google Ads still a "thing"? In Episode 65 of Inside Google Ads, host Jyll Saskin Gales tackles your questions about bid strategy adjustments. First, Jyll provides alternatives to manual CPC with location bid adjustments. She emphasizes the importance of addressing the root cause to guide automation effectively. Next, Jyll explains Google's customer lifecycle goals features in detail, which you may know as "bid for new customers only" mode. She proposes a practical rule of thumb for when these features might be beneficial. Finally, Jyll answers a philosophical question about the impact of your bidding strategy on Google Ads performance.

Plus, be sure to stay tuned until the end of the episode for a new Insider Challenge to solve!

You can get episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode65 

Buy my book!
Inside Google Ads: Everything you need to know about Audience Targeting is available now on Amazon! This book is your comprehensive guide to mastering audience targeting and achieving exceptional results. Go to Amazon in your country and search "Inside Google Ads" to find the paperback and ebook editions. Learn more at https://jyll.ca/book?utm_source=podcast&utm_medium=referral&utm_campaign=episode65

Join my SMX Master Class: Beyond Search for extensive on-demand training with me based on "Jyll's Triangle of Google Ads Success." https://searchengineland.com/smx/master-classes/topics/google-ads-beyond-search

Read more about this topic on Jyll's Google Ads blog
Google Ads Customer Lifecycle Goals: What You Need To Know: https://learn.jyll.ca/blog/google-ads-customer-lifecycle-goals-what-you-need-to-know?utm_source=podcast&utm_medium=referral&utm_campaign=episode65
Should you use Maximize Conversions or Manual CPC bidding in Google Ads? https://learn.jyll.ca/blog/should-you-use-maximize-conversions-or-manual-cpc-bidding-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode65
Should Small Businesses Use Smart Bidding in Google Ads? https://learn.jyll.ca/blog/should-small-businesses-use-smart-bidding-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode65

Find Jyll on social media
https://www.linkedin.com/in/jyllsaskingales
https://www.youtube.com/@the_google_pro
https://www.instagram.com/the_google_pro 
https://www.threads.net/@the_google_pro

Guess what?! Jyll's book, "Inside Google Ads: Everything You Need to Know About Audience Targeting," is officially out now - and it's a BESTSELLER! You can buy it on Amazon, in paperback or ebook, and on Google Play Books or Kobo, in ebook.

To celebrate, host Jyll Saskin Gales shares a little taste of what you'll find inside with a special podcast episode. In this short but sweet installment (episode 64 of Inside Google Ads), she reads an excerpt about Your data segments aka remarketing. Jyll shares the four main types of remarketing, and dives into the first one, which is all about using your website data.

Ready to learn how to reach the right audience? Buy the book by searching "Jyll Saskin Gales" on Amazon, or find the full list of localized links at jyll.ca/book

Find Jyll on social media
https://www.linkedin.com/in/jyllsaskingales
https://www.youtube.com/@the_google_pro
https://www.instagram.com/the_google_pro 
https://www.threads.net/@the_google_pro

Struggling to understand Google Ads custom segments? Are you not seeing them anymore in your audience targeting settings? You're not alone! In Episode 63 of the Inside Google Ads podcast, host Jyll Saskin Gales breaks down the complexities of custom segments in Google Ads.

Just in time for the launch of her new book, "Inside Google Ads: Everything You Need to Know About Audience Targeting" (available on Amazon April 16th, 2025), Jyll gives listeners an exclusive sneak peek into her chapter about Custom Segments. She clarifies what custom segments are, how they work, and the four key inputs you can use. Then, she shares one of her big "aha!" moments about the relationship between content targeting and audience targeting through custom segments.

Next, Jyll answers one listener's question about custom segments in search campaigns and clarifies their compatibility across different campaign types like Display, Demand Gen, Video, and Performance Max. Finally, she answers an agency owner's question about the best way to leverage website URLs for custom segments.

Key topics discussed in this episode:

• Understanding the definition and usage of custom segments in Google Ads.
• Exploring the four inputs for creating custom segments: interests, searches, websites, and apps.
• The relationship between content targeting (topics, placements, keywords) and audience targeting through custom segments.
• Compatibility of custom segments with different Google Ads campaign types (Display, Demand Gen, Search, Video, PMax).
• Clarification on using website URLs when creating website-based custom segments.

Plus, be sure to stay tuned until the end of the episode for a new Insider Challenge to solve!

You can get episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode63 

Buy my book!
Inside Google Ads: Everything you need to know about Audience Targeting hits Amazon on Wednesday, April 16th, 2025. This book is your comprehensive guide to mastering audience targeting and achieving exceptional results. Learn more at https://jyll.ca/book?utm_source=podcast&utm_medium=referral&utm_campaign=episode63 

Read more about this topic on Jyll's Google Ads blog
How to Apply a Custom Segment to Your Google Ads Campaign: https://learn.jyll.ca/blog/how-to-apply-a-custom-segment-to-your-google-ads-campaign?utm_source=podcast&utm_medium=referral&utm_campaign=episode63 
Where can you use custom segments in Google Ads? https://learn.jyll.ca/blog/where-can-you-use-custom-segments-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode63 
Google Ads Audience Targeting: A Comprehensive Guide to Reaching Your Ideal Customer: https://learn.jyll.ca/blog/google-ads-audience-targeting-a-comprehensive-guide-to-reaching-your-ideal-customer?utm_source=podcast&utm_medium=referral&utm_campaign=episode63 

Find Jyll on social media
https://www.linkedin.com/in/jyllsaskingales
https://www.youtube.com/@the_google_pro
https://www.instagram.com/the_google_pro 
https://www.threads.net/@the_google_pro

Are you wondering whether those super specific exact match keywords in Google Ads are actually worth the higher cost? Google Ads Coach Jyll Saskin Gales tackles this question and more in Episode 62 of Inside Google Ads. We're diving into the world of keyword match types, looking at whether exact match consistently delivers a better return on investment compared to broad match, and discussing why the old "phrase match is the middle ground" advice might not hold up anymore. Plus, we're exploring why trying to micromanage exact match through scripts or SKAGs isn't the most effective strategy anymore.

Plus, be sure to stay tuned until the end of the episode for a new Insider Challenge to solve!

You can get episode transcripts delivered to your inbox each week by signing up for free at https://free.jyll.ca/?utm_source=podcast&utm_medium=referral&utm_campaign=episode62

Inside Google Ads course
Want an exclusive invitation to the top search marketing conferences in the world... without getting off your couch? Now, Inside Google Ads course members get exclusive access to Jyll's conference presentations from Friends of Search, SMX Munich, MnSearch and more! Yet another reason to join more than 400+ Google Ads practitioners leveling up Inside Google Ads. Learn more at https://learn.jyll.ca/iga?utm_source=podcast&utm_medium=referral&utm_campaign=episode62

Read more about this topic on Jyll's Google Ads blog
Why is Exact Match So Expensive in Google Ads? https://learn.jyll.ca/blog/why-is-exact-match-so-expensive-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode62
Are Exact Match Keywords Always Worth the Higher Cost in Google Ads? https://learn.jyll.ca/blog/are-exact-match-keywords-always-worth-the-higher-cost-in-google-ads?utm_source=podcast&utm_medium=referral&utm_campaign=episode62
SKAGs in Google Ads: Are They Still Relevant? https://learn.jyll.ca/blog/skags-in-google-ads-are-they-still-relevant?utm_source=podcast&utm_medium=referral&utm_campaign=episode62

Find Jyll on social media
https://www.linkedin.com/in/jyllsaskingales
https://www.youtube.com/@the_google_pro
https://www.instagram.com/the_google_pro 
https://www.threads.net/@the_google_pro