Email Insights

RLSA-Only Advertising Campaigns

[ Published  ]

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.”

*** Okay… solutions available. There’s plenty of resources and advice to propel your Google Advertising CAREER or FREELANCE BUSINESS inside AD SCHOOL – “the non-course alternative”. Link is below. ***

Measuring Campaign Performance By Location

[ Published  ]

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

*** 2 more location reports to go… so much information, so little time. Take a shortcut to Google Ads mastery inside AD SCHOOL – “the non-course alternative”. Link is below. ***

Quality Score: What Does NOT Matter

[ Published  ]

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 your time on stuff that doesn’t matter. How do you know? Well, you might not. But you will inside AD SCHOOL – “the non-course alternative”. Link is below. ***

Do You Know This Phrase Match Tactic

[ Published  ]

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 “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? You can achieve both inside AD SCHOOL – “the non-course alternative”. Link is below. ***

Bid Adjustments Key Points

[ Published  ]

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”. Link is below. ***

 

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