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

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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 click share - https://support.google.com/google-ads/answer/6299696
About negative keywords - https://support.google.com/google-ads/answer/2453972

Show Notes:
We're back with another Q&A with some awesome questions from our listeners about click share, bounce rate vs. engaged sessions, transitioning a complex setup to the new "SKAG" structure, and the differences among broad, phrase, and exact match negative keywords. 

(4:37) How do I get to the top of the search and maps?

(18:05) Re: your brand campaign episode - what if your company name is also a keyword for the company? [our company name] is the same keyword [clients] might search for.

(23:25) Let's say my click share is 60% and I have 60 clicks. I know that the meaning is that there are 40 clicks that I could have received, but didn't. My question is does it mean the 40 clicks went to my competitor’s ads? Or it could have gone to my organic ad or my competitor's organic ad? Does click share measure from a potential click from paid media only?

(33:31) With bounce rate becoming obsolete and being replaced in GA4, do you think Google has been calculating it wrong all this time? Can you shed any insights on how bounce rate and engaged sessions may differ or be the same?

(39:58) How do you transition from a very complex setup with multiple campaigns and ad groups that are time-consuming and low performing to the new SKAG structure?

(45:33) I'd appreciate you talking about negative keywords and how precise they are now versus in the past and if things are changing in the less "word for word" Google Ads world we live in today. And what are the differences in broad, phrase, and exact match negative keywords if any?

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Adventures by A Himitsu https://soundcloud.com/a-himitsu
Creative Commons — Attribution 3.0 Unported— CC BY 3.0
Free Download / Stream: http://bit.ly/2Pj0MtT
Music released by Argofox https://youtu.be/8BXNwnxaVQE
Music promoted by Audio Library https://youtu.be/MkNy

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Please support our sponsors because they make the show possible!
Get Opteo for free for two months - https://opteo.com/psp

Chris Schaeffer - https://www.chrisschaeffer.com/
Jason Rothman - https://rothmanppc.com/

Links:
Choose your bid and budget - https://support.google.com/google-ads/answer/2375454
About average daily budgets - https://support.google.com/google-ads/answer/6385083

Show Notes:
The most common questions from clients center around budget, so in this episode, Chris and Jason are answering the questions they get the most and share some insights into why it's best to start small, the difference between daily budget vs. daily spend limit, and why changing the budget too often goes against the system. They also answer some questions from the PSP Facebook group. 

(6:09) What should my Google Ads Budget be?

(14:08) Why did Google overspend my budget today?

(23:36) How often should I change my budget?

(29:29) What does limited by budget mean?

(36:10) Search impression share lost due to budget

(40:35) When to use shared budgets

(43:51) When the daily budget is too close to the cost per click.

(46:27) Does a bigger budget than you need allow campaigns to run harder?

(52:06) Questions from PSP Facebook Group on Facebook

We need your help! Please help us grow the show:
If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create more content.
 
Send us your questions here - https://paidsearchpodcast.com/contact-us/
Subscribe on YouTube - https://www.youtube.com/c/ThePaidSearchPodcast
Subscribe to the newsletter - https://paidsearchpodcast.substack.com/
First 100 Episodes - https://paidsearchpodcast.com/archive/   

Adventures by A Himitsu https://soundcloud.com/a-himitsu
Creative Commons — Attribution 3.0 Unported— CC BY 3.0
Free Download / Stream: http://bit.ly/2Pj0MtT
Music released by Argofox https://youtu.be/8BXNwnxaVQE
Music promoted by Audio Library https://youtu.be/MkNy it's 

Submit a question or comment

Please support our sponsors because they make the show possible!
Get Opteo for free for two months - https://opteo.com/psp
Preview ads on Opteo - https://opteo.com/ad-preview

Jason Rothman - https://rothmanppc.com/
Chris Schaeffer - https://www.chrisschaeffer.com/

Links:
About responsive search ads - https://support.google.com/google-ads/answer/7684791

Show Notes:
This week we're wrapping up our 3-part deep dive into responsive search ads by reviewing tips for entering headlines, discussing how to create new test ads, and revealing some important information about pinning headlines. 

(7:04) Tips for entering your headlines
Keep it simple. Focus on relevancy and solving users' search problems.

(18:39) Creating new test ads as time goes on
"Removing or editing any headlines or descriptions can change the ads that are serving and may impact your performance."

(21:34) Pinning headlines
"Headlines or descriptions pinned to Headline position 1, Headline position 2, or Description position 1 will always show."

(35:40) Our biggest takeaways from "About responsive search ads"

We need your help! Please help us grow the show:
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Send us your questions here - https://paidsearchpodcast.com/contact-us/
Subscribe on YouTube - https://www.youtube.com/c/ThePaidSearchPodcast
First 100 Episodes - https://paidsearchpodcast.com/archive/   

Adventures by A Himitsu https://soundcloud.com/a-himitsu
Creative Commons — Attribution 3.0 Unported— CC BY 3.0
Free Download / Stream: http://bit.ly/2Pj0MtT
Music released by Argofox https://youtu.be/8BXNwnxaVQE
Music promoted by Audio Library https://youtu.be/MkNeIU

Submit a question or comment

Please support our sponsors because they make the show possible!
Get Opteo for free for two months - https://opteo.com/psp
Preview ads on Opteo - https://opteo.com/ad-preview

Chris Schaeffer - https://www.chrisschaeffer.com/
Jason Rothman - https://rothmanppc.com/

Links:
About responsive search ads - https://support.google.com/google-ads/answer/7684791

Show Notes:
This week we're continuing our deep dive into responsive search ads by breaking down the more technical side RSAs according to the Google Ads help article "About responsive search ads" including what they do, how they work, and how mastering them can benefit you. 

(5:28) Why it's time to learn 

(10:51) What do responsive search ads do?

(20:41) Interesting nuggets

(27:44) How can responsive search ads help you? 

(40:54) How responsive search ads work

We need your help! Please help us grow the show:
If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create more content.
 
Send us your questions here - https://paidsearchpodcast.com/contact-us/
Subscribe on YouTube - https://www.youtube.com/c/ThePaidSearchPodcast
First 100 Episodes - https://paidsearchpodcast.com/archive/   

Adventures by A Himitsu https://soundcloud.com/a-himitsu
Creative Commons — Attribution 3.0 Unported— CC BY 3.0
Free Download / Stream: http://bit.ly/2Pj0MtT
Music released by Argofox https://youtu.be/8BXNwnxaVQE
Music promoted by Audio Library https://youtu.be/MkNeIU

Submit a question or comment

Please support our sponsors because they make the show possible!
Get Opteo for free for two months - https://opteo.com/psp

Jason Rothman - https://rothmanppc.com/
Chris Schaeffer - https://www.chrisschaeffer.com/

Links:
Write compelling, genuine ad copy - https://support.google.com/google-ads/answer/6167101

About cross-campaign asset reporting for responsive search ads - https://support.google.com/google-ads/answer/9781208

Show Notes:
As we start off 2022, we both agree responsive search ads are the most important topic of the year, especially given the changes to expanded text ads coming in June. So over the next couple of episodes, we're doing a deep dive into responsive search ads starting by getting back to basics with ads copy, then digging into the technical side next week.

(5:00) Introduction to the "Create effective Search ads Write compelling, genuine ad copy" Google Ad help article

(8:44) Craft messaging that focuses on user needs and benefits - Nothing changes. Focus on the users.

(16:06) Tip - use what worked in expanded text ads and move it into responsive ads

(19:39) Tie your headline and description line's messaging to your keywords - Use keywords, but focus on the high-volume ones

(24:41) Avoid generic sales language in your ads. Use more specific and relatable CTAs - Generic is a four-letter word

(32:47) Check Ad strength for insights into how users may react to your ads - Ad strength is a guide, not a grade?

(42:11) Review cross-campaign asset reporting - Does THIS ONE lead to ad rank/quality score implications?

We need your help! Please help us grow the show:
If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create more content.
 
Send us your questions here - https://paidsearchpodcast.com/contact-us/
Subscribe on YouTube - https://www.youtube.com/c/ThePaidSearchPodcast
First 100 Episodes - https://paidsearchpodcast.com/archive/   

Adventures by A Himitsu https://soundcloud.com/a-himitsu
Creative Commons — Attribution 3.0 Unported— CC BY 3.0
Free Download / Stream: http://bit.ly/2Pj0MtT
Music released by Argofox https://youtu.be/8BXNwnxaVQE
Music promoted by Audio Library https://youtu.be/MkNeIU

Submit a question or comment

Please support our sponsors because they make the show possible!
Get Opteo for free for two months - https://opteo.com/psp

Chris Schaeffer - https://www.chrisschaeffer.com/
Jason Rothman - https://rothmanppc.com/

Show Notes:
A lot changed about how we use Google Ads in 2021, so in our final episode of the year, we're reviewing what strategies worked best for us, discussing some details of winning campaigns, and sharing our biggest concern for 2022. 
 
(7:21) Being fluent in “funnel” language

(18:22) Using conversion values and the conversion value/cost column

(27:39) Impression absolute top percentage and impression top percentage

(33:53) The breakdown of Jason's "perfect" account

(46:35) Our biggest concern for 2022 - responsive ad headline usage 

We need your help! Please help us grow the show:
If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create more content.
 
Send us your questions here - https://paidsearchpodcast.com/contact-us/
Subscribe on YouTube - https://www.youtube.com/c/ThePaidSearchPodcast
First 100 Episodes - https://paidsearchpodcast.com/archive/   

Adventures by A Himitsu https://soundcloud.com/a-himitsu
Creative Commons — Attribution 3.0 Unported— CC BY 3.0
Free Download / Stream: http://bit.ly/2Pj0MtT
Music released by Argofox https://youtu.be/8BXNwnxaVQE
Music promoted by Audio Library https://youtu.be/MkNeIU

Submit a question or comment

Please support our sponsors because they make the show possible!
Get Opteo for free for two months - https://opteo.com/psp

Jason Rothman - https://rothmanppc.com/
Chris Schaeffer - https://www.chrisschaeffer.com/

Show Notes:
As 2021 comes to an end, we're discussing the biggest focuses for each of us over the past year with the changes to match type, conversion tracking, and expanded text ads. We also share our thoughts on the current state of Google and what we expect in 2022.

(4:44) Match type changes/conversion tracking

(19:26) Search terms with zero clicks

(25:13) Sunsetting expanded text ads

(35:27) Image extensions

(40:34) YouTube/audiences & more placements

(45:48) Conversion goals

(46:57) Performance max campaigns

(48:48) The state of Google

We need your help! Please help us grow the show:
If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create more content.
 
Send us your questions here - https://paidsearchpodcast.com/contact-us/   

First 100 Episodes - https://paidsearchpodcast.com/archive/   

Adventures by A Himitsu https://soundcloud.com/a-himitsu
Creative Commons — Attribution 3.0 Unported— CC BY 3.0
Free Download / Stream: http://bit.ly/2Pj0MtT
Music released by Argofox https://youtu.be/8BXNwnxaVQE
Music promoted by Audio Library https://youtu.be/MkNeIUgNPfromf

Submit a question or comment

Please support our sponsors because they make the show possible!
Get Opteo for free for two months - https://opteo.com/psp

Chris Schaeffer - https://www.chrisschaeffer.com/
Jason Rothman - https://rothmanppc.com/

Show Notes:
Even if you're not a Google Ads expert, your insight is valuable to running a successful campaign. The industry pushes ways of doing things, but you as the business owner/employee know your business. In this episode, we're talking about how to trust your instincts and communicate with your agency. They need to listen to you.

(3:41) Intro to topic

(7:59) Work backward from your goals
Why are you running ads? Remarketing, sales, leads? Work backward. Trust your instinct. Help your agency. Guide them, not the other way around. 

(8:43) Keywords

“Google Ads manager keywords” tend to be too high funnel. You focus on problems your customers have. Use the keyword planner, Google searches, and old search terms data to mine for ideas.

(15:45) Landing page vs website

The agency delivered a generic landing page. Your customers want info that will help them. Trust your instinct, just make your site a little more trackable.

(19:08) Ad copy

Dynamic keyword insertion is the worst of the worst agency idea versus copy you know will do great with your customers.

(24:56) Conversion tracking

Agencies try to stuff conversions. Trust your instinct.

(30:08) Time

How long will it take to know if the agency strategy is working? Trust your instinct and fire them if they’re not listening to you. Good Google ads managers listen. 

We need your help! Please help us grow the show:
If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create more content.
 
Send us your questions here - https://paidsearchpodcast.com/contact-us/   

First 100 Episodes - https://paidsearchpodcast.com/archive/   

Adventures by A Himitsu https://soundcloud.com/a-himitsu
Creative Commons — Attribution 3.0 Unported— CC BY 3.0
Free Download / Stream: http://bit.ly/2Pj0MtT
Music released by Argofox https://youtu.be/8BXNwnxaVQE
Music promoted by Audio Library https://youtu.be/MkNeIUgNPfromf

Submit a question or comment

Please support our sponsors because they make the show possible!
Get Opteo for free for two months - https://opteo.com/psp2

Jason Rothman - https://rothmanppc.com/
Chris Schaeffer - https://www.chrisschaeffer.com/

Show Notes:
We've been getting a lot of questions from clients about phrase match search terms, so we thought it was a good time to recap the changes to phrase match and broad match modified incorporated earlier this year as mentioned in this Google Ads Help article. If you embrace it by using your negative keyword skills and second-level thinking, there are a lot of opportunities. 

(6:22) Introduction to the main topic

(8:21) Changes to phrase match and broad match modifiers and Jason's theory about personalized results (https://support.google.com/google-ads/answer/10286719)

(16:21) Examples of how the changes are affecting results

(29:31) Should I just run exact match keywords?

(32:26) Is the looseness a bad thing or a good thing?

(34:54) Does Google know about the user? 

(38:08) Do search terms even matter? 

(39:20) How do I control my search terms?

(40:30) How does this affect brand campaigns?

We need your help! Please help us grow the show:
If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create more content.
 
Send us your questions here - https://paidsearchpodcast.com/contact-us/   

First 100 Episodes - https://paidsearchpodcast.com/archive/   

Adventures by A Himitsu https://soundcloud.com/a-himitsu
Creative Commons — Attribution 3.0 Unported— CC BY 3.0
Free Download / Stream: http://bit.ly/2Pj0MtT
Music released by Argofox https://youtu.be/8BXNwnxaVQE
Music promoted by Audio Library https://youtu.be/MkNeIUgNPfromf

Submit a question or comment

Please support our sponsors because they make the show possible!
Get Opteo for free for two months - https://opteo.com/psp2

Chris Schaeffer - https://www.chrisschaeffer.com/
Jason Rothman - https://rothmanppc.com/

Show Notes:
Frustrated about attracting so many consumer leads when you're targeting business clients? In this episode, Jason and Chris are discussing how to get relevant B2B leads for a service that is searched in the same way by the B2C segment. There is no one solution, the search never ends for spot-on keywords, and Google Ads is not your ultimate problem solver, but we have some tips that will help put the odds in your favor.

 (10:19) Intro to topic 

(15:42) Cabinet wholesaler example

(16:52) Solutions to find B2B keywords

(25:30) Audiences

(27:25) Remarketing

(29:35) Negative remarketing

(32:14) How to maximize B2B keywords with high volume B2C searches

We need your help! Please help us grow the show:
If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create more content.
 
Send us your questions here - https://paidsearchpodcast.com/contact-us/   

First 100 Episodes - https://paidsearchpodcast.com/archive/   

Adventures by A Himitsu https://soundcloud.com/a-himitsu
Creative Commons — Attribution 3.0 Unported— CC BY 3.0
Free Download / Stream: http://bit.ly/2Pj0MtT
Music released by Argofox https://youtu.be/8BXNwnxaVQE
Music promoted by Audio Library https://youtu.be/MkNeIUgNPQ

Submit a question or comment