Google Ads Insights
[ 2019 ]

Switch From Manual To Automated Bidding

Afraid of change? Don’t be.
But you should at least know what to expect when it occurs.

Below are a few items you should pay attention to when switching from manual to automated bidding.

LIMITED BY BUDGET
When you make the switch you could get the ‘Limited By Budget’ notification. Don’t worry; this is normal. That’s because all automation (& not just Google’s) requires a certain amount of data to function.

The notification means your daily budget is depleted well before end-of-day.

No problem but you must “raise your cap”. SLOWLY increase your budget every 2 days until the message disappears.

LEARNING PHASE
When we humans decide to try something new we go through a ‘learning phase’. Algorithms are no different. The moment you flip the automation switch your ad campaign goes into a learning period.

Leave the campaign alone for 2-3 weeks (except to SLOWLY raise your budget as i mentioned above).

During this time machine learning is trying different combinations, experimenting, learning by trial-and-error. The algorithm also uses prior historical performance.

The most important advice I can give you is… “don’t make any decisions about the effectiveness of automated bidding during the learning phase”.

You could see your cost-per-click increase. Or your conversions decrease. But this learning phase is NO INDICATION of how automated bidding will perform over time.

STATUS CHANGE
Sometimes you might see your ad campaign with different statuses.

Keep in mind that pausing and unpausing a campaign, or making significant changes can throw it back into the learning phase.

Status changes that occur by going «in and out of the learning phase» can affect the performance of automated bidding.

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Google Shopping vs Shopping Actions

I have a new acronym for you – GSA.
What?… That’s Google Shopping Actions.

Which is usually followed by the question: “Okay Brady, how does GSA differ from good old fashion Google Shopping?”

So glad you asked. Keep reading…

Google Shopping Actions is an ‘online marketplace platform’ that lets retailers list their products across numerous Google properties:

  • Google Search
  • Google Assistant
  • Google Home
  • Google Mobile App

‘Google Shopping’ uses a pay-per-click advertising model.
Not so with GSA. You only pay when a product sells.

Which means Google Shopping Actions uses a commission model: 12% of the purchase price. So the list above is NOT the important distinction.

◊ What is?

Normally you pay based on cost-per-click, cost-per-view, cost-per-conversion, or cost-per-thousand-impressions.

“GSA doesn’t charge for any of that.”

Instead, Google collects 12% of the product’s sale price.

Now think about it.
Online shoppers click your ads all day long BUT your client only pays when somebody buys.

◊ This new concept alone should cause you to consider GSA.

What Does The 12% Commission Get You?

  • Zero Admin Problems. Google takes care of customer returns plus customer support.
  • Customer Data. Retailers get a customer’s name, shipping address, email address (so you can build your marketing list). You don’t get that on Amazon.
  • Repeat Business. With this customer data retailers can use purchase history to sell more products to their existing customer base.

***The more advertising options you can deliver to your clients (…or boss), the more valuable you become. Meaning you can charge more. Or pursue a new career or freelance work. I give you the tools to make it happen inside AD SCHOOL — “Expand Your Work Options”.***
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Life Events Targeting For YouTube And Gmail

Moving… Marriage… Graduation…
I know you have experienced at least one. These are “guaranteed to happen” life events — so leverage them with a YouTube or Gmail ad campaign.

If you have clients that provide products/services that touch any of these activities, you can acquire new customers by targeting the ‘Google Ads Audience’ called Life Events.

A few that come to mind:
wedding photographers; storage & moving companies; furniture companies; apartment location services.

“But how does Google know that people have recently experienced one of these events?”

By using machine learning to analyze User’s online behavior:

  • A woman searches for wedding or bridesmaid dresses
  • A mother searching for a graduation gift
  • Someone visits websites for “condos for rent”

But the beauty of Life Events Targeting is that you don’t have to stress about keywords. None required. And if you haven’t noticed by now — “non-keyword advertising“ is a direction Google is chasing.

TO GET STARTED…
Create a new campaign and choose VIDEO (for YouTube ads) or DISPLAY for advertising inside a User’s Gmail inbox.

« For clients that own a local business, Life Events Targeting could be the growth they’ve been waiting for. »

***Get the training (…plus your next high-paying job or freelance client) so you can implement this strategy. I provide it inside AD SCHOOL — “Earn More Working Where & How You Want”.***
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In-Market Audiences For Search

With Google’s focus on machine learning we have more ACCURATE audience targeting options than ever before. One of these is your ability to target people who are “in the market searching for your product/service”.

What is ‘In-Market Audiences For Search’?

«  An audience of Users that Google has determined are actively researching or considering buying a particular product or service. These audiences focus on getting conversions from people who are most likely to buy RIGHT NOW. »

But how does Google’s machine learning determine the above?

  • Collecting search query data
  • Analyzing Users’ online activities
  • Content of websites they have visited
  • Frequency of visits to the same website
  • Ads that people click on
  • Previous purchases or conversions

Let’s look at two examples to understand how Google Ads categorizes people into in-market audiences.

EXAMPLE #1.  A User performs the search “new model corvette”. The next day the same user searches for “compare corvette models”. A week later the User clicks on a Display ad showing some Corvettes for sale.

EXAMPLE #2.  In one day a User visits 3 different websites related to beaches in the Caribbean. The following week the same User visits a few websites that sell beach products. 3 days later the User is browsing websites that sell vacations to the Caribbean. The User’s browsing behavior indicates that he/she might want to purchase a Caribbean trip very soon.

Are you looking for another way to lower your cost-per-conversion? Try In-Market Audiences For Search.

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Location Extensions In YouTube Ads

Since YouTube joined the Google Display Network (GDN) you can leverage this marriage in several ways. One of them is to show a local business address with directions underneath your video ads.

Didn’t know that was possible on YouTube?

It’s done via your Location Extension and shows in a separate box below ‘TrueView In-Stream’ video ads or underneath ‘bumper’ ads.

If you’ve heard the term “hyper-local advertising” — this is a perfect example. And your clients will love it.

It brings advanced location targeting into the video advertising world. Even better… your client doesn’t have to create new videos to take advantage of it.

« Great. But how does it work? »

If a NEARBY User is on YouTube and has expressed an interest in the local business, then the Location Extension is eligible to appear in a box underneath In-Stream and Bumper ads.

Assuming you have already enabled and configured your Location Extensions, NO additional configuration is required. Nice.

The goal of course is to attract more “foot traffic” into your client’s store or office. It’s the essence of HYPER-LOCAL ADVERTISING.

So… for your part.
Confirm that your Location Extensions are correctly setup, but most importantly, that they are 100% accurate.

***Money is made as an expert advisor for your clients (…or boss), and not just “the person who configures ad campaigns”. I give you the resources to do it inside AD SCHOOL — “The Place To Grow Your Income”.***
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3 Advanced Bid Adjustments

You have probably used bid adjustments for device types and locations. Or maybe you use them to lower your bids from midnight to 5am.

But these are the most common bid modifiers. Let’s look at 3 advanced ones that maybe you have never used.

I. DEMOGRAPHIC BID ADJUSTMENT
If you have clients that sell an expensive product or service then you should consider raising your bids according to your target audience’s income level. If done correctly you will see that as income goes up so does your conversion rate.

This “targeting by income level” is available in…
(Australia, Brazil, Hong Kong, India, Indonesia, Japan, Mexico, New Zealand, South Korea, Singapore, Thailand, US).

II. TOP CONTENT BID ADJUSTMENT
This rarely used bid modifier is for the Display Network. If you look under Advanced Bid Adjustments you will see a link for Top Content.

Here you will see a list of your ad campaigns that have a high number of impressions on web pages that Google determined to have “the most popular content”. These pages get more traffic and more visitor engagement than other websites.

Obviously you want more of your Display ads to appear here. This is where you increase your bids by applying the «Top Content Bid Adjustment».

III. CALL BID ADJUSTMENT
If you are using Call Extensions then you’ll like this one. Look under Advanced Bid Adjustments on the left side panel. Here you will see a column metric called ‘Interaction Coverage’.

This represents the percentage of time that your Call Extension was shown when it was eligible to be shown.

If your ad has 100 mobile impressions, and the ‘Interaction Coverage’ column says 40%, then your Call Extension was displayed 40 times. But it was NOT shown in 60 of your ads.

Not good. You want your Call Extension to appear more often. No problem. Apply a Call Bid Adjustment here.

***An endless supply of profitable strategies like this, plus a place to implement them (…you know, like jobs & freelance work). I give you the tools to make it a reality inside AD SCHOOL — “The Place To Expand Your Career”.***
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Don’t Search For Your Own Ad

I’m sure you have heard the advice… “you shouldn’t perform searches for your own ad”.
And then you say to yourself… “no problem as long as I don’t click it”.

Bad Idea and Here’s Why:

♥ Click Through Rate Will Decrease
CTR is calculated using your number of clicks divided by the number of impressions your ad receives. Simple math tells us if you search your own ad but don’t click it, this will cause your click-through-rate to go down.

♥ Quality Score Will Decrease
One of the components of Quality Score is ‘expected click-through-rate’. You can see where this is headed. As you just read above, your CTR goes down and as a consequence so will your precious Quality Score.

♥ Impressions Will Decrease
The default ‘ad delivery method’ is Standard Delivery. This means that Google will “spread out” your ad impressions throughout the day. So if you search for your ad (and do it too often), you could actually be taking ad impressions away from customers.

♥ Ads Don’t Show Every Time
Even if you have a beautifully optimized campaign, this doesn’t mean your ad will appear every time somebody does a search. Human nature says that if this occurs to you, guess what you’re probably going to do — search for your ad again. Now you are really making things worse.

***Deliver advice like this to your clients (…or boss) and they will have plenty of work to give you (plus at a higher pay). I show you the steps inside AD SCHOOL — “Jobs & Clients Are Waiting For You”.***
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3 Essential Location Reports

Do you know where your Visitors & Buyers are coming from? No, I mean do you REALLY know?

You can with these 3 LOCATION/GEOGRAPHIC reports:

  1. Geographic Report: Shows your potential customers’ physical locations, OR locations that they had shown interest in.
  2. User Locations Report: Shows ONLY the physical location of your potential customers
  3. Distance Report: Shows the distance between the location that triggered your ad and your closest business location.

Read closely the definition for Geographic Report because it has a fundamental weakness regarding a ‘LOCAL’ product or service: “locations that they had shown INTEREST IN”.

So depending on how you set up your ad campaign, a person can be anywhere in the world and appear in the Geographic Report (…even if you only have a LOCAL business).

But that’s not what you want. You want to know where all of these people are from (including those who aren’t in the local area but expressed an INTEREST).

What’s the solution?

You must OVERLAY the User Locations Report. Now you can see that people from the other side of the planet have expressed an interest in your local product or service (down to their country and city).

To finish up, you can do the same with the Distance Report: see how far away people are that have expressed an INTEREST (…but are not physically located nearby).

***Your clients will appreciate knowing EXACTLY where their visitors are located when they click on ads. I show you how it’s done inside AD SCHOOL — “Training + Your Next Job Are Waiting”.***
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Audiences Instead Of Keywords

Perhaps you’ve heard the “rumor” that Google is placing less emphasis on keywords. Or maybe at this point I’m just “stating the obvious”.

If so, what’s the replacement for keywords? AUDIENCES

So instead of targeting keywords, we target humans. You know… the people who actually buy what you’re selling.

Makes sense to me.

In the Google Ads dashboard you will find everything about audiences inside Audience Manager. This is one of the tools under Shared Library. It contains 3 components: «Audience Sources, Audience Lists, Audience Insights».

So how about a quick review of the different AUDIENCE SOURCES that you can use to create Audience Lists (also called remarketing lists)…

  • Customer Data: Collect Visitor email addresses or phone numbers so you can show ads to them while they use Google Search, YouTube, or Gmail
  • App Analytics: Connect an app analytics tool such as Firebase to your account so you can remarket to your app Users
  • Google Play: Create remarketing lists based on your current app Users and in-app Purchasers
  • YouTube: Show ads to Users who have visited your channel, plus track what they do after watching your video ads, and get clicks with call-to-action overlays
  • Google Analytics Tag: Import audiences that you created in Google Analytics so you can show ads to them via Google Ads
  • Google Ads Tag: Collect data from your website so you can show ads to your website Visitors

AUDIENCE LISTS

After you choose one of the above Audience Sources you are ready to create an Audience List (or Remarketing List) based on that source.

Inside Audience Lists you can also see any remarketing lists that you created previously.

***Master the «Audience Manager» tool and propel your Google Ads career or freelance business. I teach you how inside AD SCHOOL — “The Non-Course Alternative”.***
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Seller Ratings In Google Ads

« How do you put SELLER RATINGS in your ads? »

You don’t!
Okay I confess, it’s “sort of” a trick question.

That’s because Seller Ratings are an Automated Extension that Google sometimes inserts into your Search ads or Shopping ads.

I’m sure you have noticed those 4 or 5 bright yellow stars that often appear underneath a text ad? That’s the Seller Rating Extension.

But relax. Google won’t ruin your client’s business by showing 1 or 2 stars. The minimum rating is 3.5.

Regardless, I mention today’s topic regarding Seller Ratings to remind you that it’s possible to turn off Automated Extensions.

  • Dynamic Sitelinks
  • Dynamic Callouts
  • Dynamic Structured Snippets
  • Automated App Extensions
  • Automated Location Extensions
  • Automated Call Extensions
  • Seller Ratings
  • Longer Ad Headlines

How to disable ALL or SOME of the above…

On the left side menu select «Ads & Extensions», and then «Automated Extensions» tab at top. Look for the «3-dot ‘more’» icon on far right and click «Advanced Settings»

On the screen you will see the list of all Automated Extensions. They’re ON by default. You can turn OFF any of them.

***So how do you collect these reviews for your Google Ads clients (…or boss)? Do it and they’ll pay well for your expertise. I teach you how inside AD SCHOOL — “Where You Learn By Doing”.***
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All The Video Ad Formats

It’s tough to keep up with the different formats of video ads that Google offers. Here are the 5 currently available…

Outstream Ads:
Mobile-only (or tablet) video ads that play inside apps or on ‘video partner websites’. They start playing with the sound off, but the User can tap the video to hear the audio.
Bumper Ads:
6-second videos that play before – during – or after another video. They are available on YouTube, apps, video partner websites. You pay based on «cost-per-thousand impressions (CPM bidding)».
Discovery Ads:
These are the video ads that appear next to the related videos on YouTube or on the YouTube search results page. You create this type of ad using a video thumbnail and some text.
Non-Skippable In-Stream Ads:
15-seconds (or shorter) video ads that play before – during – or after another video. As the name implies, Users must watch the ad before they can see the video they originally clicked on. You pay based on «cost-per-thousand impressions (CPM bidding)».
Skippable In-Stream Ads:
A video ad that plays before – during – or after another video, BUT with the option to skip it after 5 seconds. You can choose to pay by «Cost-Per-View (CPV bidding)». This means you will pay when a User watches for 30 seconds or clicks on the video ad.

***Not earning the money (…or lifestyle) you want. Master the Google Search Network plus YouTube advertising and you will. I teach both inside AD SCHOOL — “Learn All Things Google Ads”.***
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Cost-Per-Click on the Google Display Network

« How does cost-per-click work on the Display Network? »

Google Ads uses an ‘auction system’ to decide which ads to show and in what order. The ad auction for the Search Network and Display Network are quite similar except for one key difference — INCREMENTAL CLICKS.

But first… keep in mind that your ‘Max Cost-Per-Click’ is NOT what you actually pay for a click. You will pay what’s required to rank higher than the ad position that’s directly below you.

Now back to INCREMENTAL CLICKS

On the Display Network what matters most is “viewable ads”. Therefore, you will pay what’s required to rank higher than the ad below you, but only for incremental clicks.

AN EXAMPLE:
A particular web page has 2 ad positions to fill. Let’s assume your ad might receive 7 clicks if it shows in the most visible top position, but only 4 clicks when it appears in the second ad position.

The 3 additional clicks are called INCREMENTAL CLICKS because they allowed your ad to continue showing in the top position.

So… for those 3 ‹incremental clicks› you will pay what’s required to rank above the other ad. But for the remaining 4 clicks you will pay a lower price — the cost if your ad had actually appeared in the lower position.

Stated another way: Even though your ad was clicked 7 times for being in the top position, you only paid “full price” for 3 of those incremental clicks.

***Get paid what you’re worth because you know fine details like this. I teach them inside AD SCHOOL — “Become A High-Paid Google Advertising Professional”.***
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Your Ads On Google Maps

« How do your Google Ads show up on Google Maps? »

This is done through the magic of LOCAL SEARCH ADS. But as you will see, they’re really not that magical.

Local Search Ads are simply “standard” Google Search ads that use information pulled from Google My Business and your Location Extensions. They also have the added bonus of including your clickable phone number.

When somebody performs a search on ‹maps.google.com› or uses the Maps app, your ads are automatically eligible to appear on Google Maps.

But that’s ONLY true if you have completed the following steps:

  • ♦ Link Google Ads & Google My Business accounts
  • ♦ Update your Google My Business profile
  • ♦ Configure Location Extensions in Google Ads
  • ♦ Implement Location Targeting within a 50 mile radius around your address.

That final step isn’t technically required, but it will help beat your competition for the limited space on Google Maps.

***The pros who make the real money impress their clients (…or boss) by implementing small features like this. I have a massive list of them inside AD SCHOOL — “Earn More Working Where & How You Want”.***
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Local Business – Stop At 50 Mile Radius

If you have local business clients that… “serve customers at the customer’s location”, then it’s common practice to set a SERVICE AREA RADIUS.

Great. So to get more business your ambitious Google Ads client tells you to set the distance he will travel to 100 miles. Here’s why that doesn’t work…

Google’s goal is to give Users RELEVANT information that matches what they searched for.

But even in remote locations, the search results page on your phone rarely shows local businesses that are 50-100 miles away. Even if it exactly matches the type of business the User is looking for.

We can deduce from this that the Google algorithm doesn’t consider a business that is further than 50 miles to be RELEVANT to the user. I hate driving — I agree.

How do I know?
I tested it. And I have read a few blog posts stating similar results.

Conclusion:
Even though “Joe The Plumber” doesn’t mind driving 75 miles to fix a toilet, Google doesn’t believe that’s what the customer wants.

***Giving your clients (…or boss) inside tips like this is gold. And they will happily pay you for it. I show you how to make it happen inside AD SCHOOL — “The Non-Course Alternative”.***
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Dynamic Search Ads Questions Answered

I field plenty of questions regarding DYNAMIC SEARCH ADS (DSA). Let’s tackle just 2.5 of them…

♦ Will DSA interfere with my “regular” keywords?
In a perfect world… NO. Think of DYNAMIC SEARCH ADS as your backup for unknown keywords. If you have other keywords in your campaign that could also be used for DSA, the ads for those “regular” keywords get displayed IF they are an exact match.

♦ How can I be sure my DSA campaigns are working?
Find the ‘Website Coverage’ column in the Google Ads dashboard (add it if you must). This metric tells you the percentage of pages from your website that Google has indexed to serve as DSA auto targets.

NOTE: If this is a new campaign you should wait at least 3 days before you check the status of DYNAMIC SEARCH ADS.

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Beat Your Competitors Using Auction Insights

If you’re not using the Google Ads AUCTION INSIGHTS tool to spy on and beat your competition — you should be.

Here’s what you can discover…

◊ Who Are Your Biggest Competitors:
Look at the ‘Overlap Rate’. This identifies how often another person’s ad received an impression in the same auction that you did. Now you know who REALLY is your competition instead of who you THINK they might be.
◊ How Much Are Your Competitors Spending:
Look at the ‘Impression Share’. This one is just an estimate so let’s take a simple example. If your Impression Share is 35% but your competitor’s is 70%, you can “guess” that their Google Ads budget is double what yours is.
◊ Identify Competitor Campaigns That Are Performing Better Than You:
Look at the ‘Position Above Rate’. This describes THEIR position above YOU. (Ouch.) You might not like what you see. But now that you know you can do something about it.

***Missing superior insights to pass your competition? I give it to you inside AD SCHOOL. Plus the help to find your next Google Ads job or freelance client.***
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Don’t Forget Video Remarketing

We Advertisers constantly read about the power of ‘remarketing ads’. True enough… but I hear very little regarding the specifics of VIDEO REMARKETING. Let’s have a look:

I’m really referring to people who have seen your YouTube videos, so step #1 is to link your Google Ads acccount and your YouTube channel. Go to  TOOLS -> LINKED ACCOUNTS  to complete this.

That was easy:
Now you are ready to create video remarketing lists that you can use with 3 campaign types: Search Network, Display Network, Video campaigns.

Next up:
Go to Tools -> Shared Library -> Audience Manager. Here you will see the menu item AUDIENCE LISTS. Click the blue ‘+’ button, choose YouTube Users, and you’re off to the races.

Once your YouTube Remarketing List reaches 100 members (unique YouTube Viewers), you can use it for campaign targeting with Search, Display, Video.

You can of course use the YouTube Remarketing List any time you create a new campaign, …but you don’t have to wait. You can take an existing campaign (or Ad Group) and do it now.

 HERE’S HOW:

  1. Go to the Campaign or Ad Group that you want to add a remarketing list to
  2. Click the AUDIENCES menu item on the left sidebar
  3. Add your YouTube Remarketing List as the target
  4. Select the options that fit your situation

***Want to get paid more for knowing stuff like this? Or the freedom to work where and how you want? I teach you how inside AD SCHOOL — “Training with Results”.***
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Advertise To All English Speakers

« So you want to advertise to English speakers all over the world? Sounds easy, right? »

You’re probably thinking, “I’ll just select ENGLISH under my campaign language setting and then write some ads.”

But you are ignoring something of extreme importance: much of the world speaks English as their SECOND LANGUAGE. English is NOT their native language. Think about the 28 countries of the European Union. Or how about India, South America, islands…

“So what” I hear you saying.

So the English speakers in those countries will probably have their WEB BROWSER LANGUAGE set to their native language. This means your ad will NOT appear even if they type their search in English instead of their native language.

Did you catch that last part?

Why does this happen?
Because the campaign language setting that I mentioned at the top refers to the language that your web browser or Google account is set to. You chose English, but they have theirs set to something else, …their native tongue.

What’s the solution?
I always select All Languages for my campaigns and then target by country (or large geographic area). Problem solved.

***Mistakes like this can be costly. I help you avoid them with AD SCHOOL exclusive training. That’s why members earn top income.***
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How The Google Ads Auction Decides

Have you ever wondered EXACTLY how the ‘Google Ads Auction’ determines which ads to show? Here it is…

  1. BUDGET: Does your campaign have enough daily budget remaining? If not, NO ad.
  2. AD DELIVERY: If your campaign does have the budget, ‘Ad Delivery’ decides how quickly to show your ads (accelerated), or less frequently but throughout the day (standard).
  3. AD ROTATION: You have the budget; speed of delivery has been determined; ‘Ad Rotation’ decides which one of your ads to show.
  4. BID: What is this ‘Maximum Cost Per Click’ you are willing to pay for someone to click this ad?
  5. QUALITY SCORE: This helps determine your “REAL” cost-per-click. If it’s too low you will pay more.
  6. THE SEARCH: This includes the User’s search query, location, time of day, device used, etc.
  7. AD FORMAT: This includes the text, ad extensions, ad variables, dynamic ads, etc.

There you have it. That’s the infamous Google Ads Auction.

Now your job is to decide where on the Search Results Page you want your ad to appear, how often, and what you want that ad to look like. Your decision will dictate how you configure all of these settings.

***Earn more. How? Because you know the above. And you will with AD SCHOOL — “Your Headquarters For Google Ads Education”.***
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Ad Frequency Capping On GDN

« What is Ad Frequency Capping? »

One of the biggest villains of social media advertising is “AD FATIQUE”.

You know what that is. Your brain stops noticing advertising when it sees the same ad  << …hour-after-hour …day-after-day …week-after-week >>

It’s also known as “Banner Blindness”.
Did you know there are still advertising banners at the top of web pages? Oh yeah, I don’t see them either.

Regardless of what you call it, it’s an equal villain on the Google Display Network. When AD FATIGUE goes up, click-through-rate & conversion rate goes down. Wayyyyy down.

Bummer. What’s the solution? — Ad Frequency Capping.

Ad Freqency Capping specifies the number of times your ad will be shown to an individual User over a fixed time period. You can set this ‘maximum cap’ at 3 levels: Campaign, Ad Group, Ad. You can even go more granular by segmenting by day or week or month.

If you are running ads on the Google Display Network but haven’t checked your Ad Frequency Cap in a long time, do it now.

Or maybe you ignored this step entirely when you originally configured your GDN campaign. Bad move, because your click-through-rate and conversion-rate could be dropping as you read this.

***Make your clients (…or boss) happy because they don’t have to worry about stuff like ‘frequency capping’. I show you how inside AD SCHOOL — “the place to find your next high-paying job or freelance work”.***
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RLSA-Only Advertising Campaigns

Have you seen those infographics that show the most expensive Google Ads keywords? Wow, it hurts to look at. But you don’t have to be in one of those industries to feel the pain of sky high cost-per-click.

Not painful enough?
What if your client or boss gives you a puny budget to spend but wants to make a million $dollars. Got you with that one didn’t I.

Here’s a solution for both: ‘RLSA-only Campaigns’
Remarketing Lists for Search Ads

With this strategy your ads from RLSA-only Campaigns will only be shown to people who already know your name or brand because they have been to your website previously.

Why does that matter??? The REMARKETING data speaks:
* 2x-3x conversion rates
* 2x-3x click-through-rates
* cost-per-click reduced by 50%

So if you are fighting a small budget or high CPC, trash your “regular” campaigns, and make the switch to RLSA-only Campaigns.

“Do it now before your Client (or Manager) calls again.”

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Measuring Campaign Performance By Location

We all know that our advertising campaigns perform differently in different areas. But do we spend time taking action based on this fact? Let’s do it now.

It all begins with the 3 Location Reports inside Google Ads:

  1. User Location Report
  2. Geographic Report
  3. Distance Report

In this email we’ll look at the definition of User Location Report: It shows ONLY the Users’ physical location, IGNORING any location they might have shown an interest in.

In other words — “where are my potential customers located the moment they click my ad?”

The User Location Report shows your ad performance at an ultra specific level (…even down to zip code or an airport) so you can make adjustments to your bids & budgets. Obviously you’ll want to move money to the best performing areas.

WHERE IS IT?
Go to Locations on the left side menu, then Geographic Report -> User Location Report. Here you will see the standard columns of data for all your locations.

But not good enough. The power is in segmentation. Check the box for one of your “large” locations and then look at the options under the drop-down menu labeled SELECT VIEW.

THE OPTIONS:
State, Union Territory, City, Postal Code, Airport, Neighborhood

***No time to find your next Google Ads job or freelance client? There is with AD SCHOOL. I provide a shortcut to “THE BIG 3”: training – certifications – jobs (…did I mention it’s the planet’s largest Google Ads jobs directory).***
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Quality Score: What Does NOT Matter

« What does NOT matter regarding Quality Score? »

We Google Advertisers spend plenty of time talking about how to improve our Quality Score. You might get the impression that EVERYTHING matters.

NOT TRUE.
Here Are 3 Things That Don’t Matter

Ad’s Location on the SERP Does NOT Matter:
That’s because the ‘Expected Click-Through-Rate’ is normalized for each ad position. The ‘Expected CTR’ of ad position 1 is quite different than #4.
Running Ads on GDN or Search Partners Does NOT Matter:
If you are heavily invested in the Google Display Network or Search Partners Network — smart idea. And don’t worry if they underperform the Search Network because this will NOT affect your Quality Score.
Your Account Structure Does NOT Matter:
I’m very particular about how I organize my account. But I could have the best organized Google Ads account on the planet and it won’t increase my QS. That’s because “Google’s Official Position” states that there is NO SUCH THING as an ad-group-level / campaign-level / account-level Quality Score.

(Regarding that last statement… yes, I do recognize that some folks outside of Google have argued that an account-level Quality Score does exist)

***Don’t waste time on stuff that doesn’t matter. How do you know? Well… you might not. But you will with AD SCHOOL — “Training That Focuses On What Matters”.***
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Do You Know This Phrase Match Tactic?

I’m sure you have read it (…and heard it) a dozen times — complaints that “Exact Match is no longer EXACT”.

There is a solution…
But I rarely see it…
Switch to PHRASE MATCH.

It only makes sense. When you are on Amazon or Bing or Google and you want to perform an EXACT MATCH search, what do you do?

You put “quotes” around your search phrase to make it EXACT. Why not do the same with your Exact Match Keywords?

You know the ones… the keywords that you really do want to be EXACT.

(…And it gets even better)
When I implemented this switch to PHRASE MATCH in 3 campaigns, my cost-per-click and cost-per-acquisition went down.

HERE ARE THE STEPS…

Start with Long Tail Keywords:
Identify your ‘4-5 word keywords’ and switch them to “Phrase Match”.
Monitor the results for 1 week:
Check your Search Terms Report every day for 1 week (or longer) to find the irrelevant search queries that sneak in.
Add negative keywords to remove these bogus terms:
That’s because when you switch to Phrase Match your impressions increase because other words are allowed BEFORE & AFTER the target phrase.

Congratulations, you are now back to a real “EXACT MATCH”.

Repeat the above with your ‘3 word keywords’.

Keep monitoring and adding negatives. Watch your CPC and CPA go down.

***Small changes like this will give you the winning edge. But is the ‘winning edge’ helping you get more rewarding work and higher income? I show you how to achieve both inside AD SCHOOL — “The Premier Google Ads Education Center”.***
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Bid Adjustments Key Points

Bid Modifiers in Google Ads get a bit confusing. How about a quick summary of the significant concepts:

  1. Set BID ADJUSTMENTS in these places: Demographics, Calls, RLSA, Location, Device, Ad Schedule, Targeting on GDN, Top Content on GDN & YouTube.
  2. The above are CUMULATIVE — percentages “stack on top of each other”. EXAMPLE: you set a 5% bid adjustment for mobile, and target your RLSA audience with a 10% adjustment. Ads to your audience on their phones will increase 15%.
  3. An exception is for LOCATIONS. If I set a 15% bid adjustment for Colorado (the state where I live), and 20% for Denver (capital city), it will NOT be 35%. Ads targeted at Denver will get a 20% bid adjustment because it is the more specific location.
  4. To completely EXCLUDE your ads from showing on a specific device type set the bid modifier to -100%.
  5. An ad group bid adjustment takes PRECEDENCE over bid modifiers set at the campaign level.
  6. An exception to the above rule occurs when you set a -100% DEVICE bid adjustment on a campaign. Any DEVICE bid modifier on ad groups will be ignored.

***So much to remember, so little time. I have checklists for every significant Google Ads topic inside AD SCHOOL — The Non-Course Alternative.***
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Watch Out For These Problem Metrics

Let’s talk Google Ads Metrics shall we? I know… boring topic, but stay with me.

Specifically, I want to look at problem metrics. Meaning that if you see these in your campaign it should cause an immediate red flag in that brain of yours.

Money Spent but NO Conversions:
You spent money on clicks but after a few month’s time zero conversions. Don’t get paranoid though. It could be that your ‘conversion tracking’ is broken. If not, take one Ad Group and replace all the ads with some new ones.
High Ad Impressions but Low CTR:
If you see this head straight to your Search Terms Report. Identify which queries have the most impressions compared to how many clicks they get.
Ad in Position 1 but FEW Clicks:
Wow, your ad must not be very appealing because everybody is skipping past it. Time to “go back to the drawing board” and get creative.

***Are you wasting time running around the Internet looking for resources to help you master Google Advertising? Stop. Because it’s inside AD SCHOOL — “The Internet’s most comprehensive site for Google Ads training + certifications + jobs”.***
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Expand Your Ad Impression Share

« How does your ad impression share actually increase? »

2 WAYS:
1) Your ads must be shown more often
2) Your ads must be shown in more unique places

Many people are not aware of the 2nd answer.

But now that you are, what can you do to improve your ad impression share?

  • Move(allocate) your budget to campaigns that deliver more ad impressions
  • Expand the reach of your local-only campaigns
  • Expand your audience size
  • Increase your budget and bids (we all know this last one but I had to throw it in anyway)

***Tired of generic advice that doesn’t help you find more freelance clients or get that high-paying Google Ads job? That’s why I created AD SCHOOL — “Your Ticket To Economic Freedom”.***
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Look At The PARTS, Not The WHOLE

Do you ever feel overwhelmed with too much data coming from Google Ads?

When I reach that point I take one tactic: “Look at the PARTS, not the WHOLE”

In other words, focus on segments of your data.
Here are two examples:

1) Don’t look at performance by campaign; look at performance per device. Head straight to the DEVICES menu and evaluate your campaign by comparing the performance of desktops vs tablets vs mobile phones vs TV screens.

This granular view will give you better insights than looking at the whole campaign.

2) Here’s a similar concept. Instead of looking at your campaign by the week or month, filter it down to look at days or times of day.

For example, I was curious to know how one of my campaigns performed during the weekends only. So I took 3 months and segmented it into 13 weekends (Excel spreadsheet comes in handy).

Why do this? Because this segmented view gave me some hints as to changes I should make. Changes that would not have occurred to me if I had only looked at entire weeks.

***The more solutions you can offer your clients (…or boss) the more you’ll earn. I have a spreadsheet full of them inside AD SCHOOL — “the only place you’ll find Google Ads training PLUS jobs”.***
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