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.”

***Get loads of strategies like this inside AD SCHOOL — “your headquarters for Google Ads training + certifications + resources + jobs”.***
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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. But at least you get to take a shortcut to finding Google Ads jobs inside AD SCHOOL — “the only place that provides Google Ads training & certification PLUS helps you find work”.***
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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 time on stuff that doesn’t matter. How do you know? Well… you might not. But you will with AD SCHOOL, including how to find more freelance clients or your next Google Ads job.***
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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…

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.


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? AD SCHOOL helps you achieve both.***
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