Google Ads Insights

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.

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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.

***Imagine not having to worry about remembering important stuff like this. Or worrying about what are the best practices to configure it. I kill worries every day inside AD SCHOOL — The Non-Course Alternative.***
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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.”

***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.***
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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.

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.

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.***
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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.

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.***
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