Google Ads Insights

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? You can achieve both inside AD SCHOOL — The Non-Course Alternative.***
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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.

***Relax, I have faced these issues and conquered them all. And you’ll find all the resources to do likewise inside AD SCHOOL — The Non-Course Alternative.***
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Expand Your Ad Impression Share

« How does your ad impression share actually increase? »

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)

***The next time you try to increase your ad impression share, think about answer #2. Get more insights inside AD SCHOOL — The Non-Course Alternative.***
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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.

***I hope this email gave you some ideas to try. I’ve got plenty more answers inside AD SCHOOL — The Non-Course Alternative.***
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