The Paid Search Podcast | A Weekly Podcast About Google Adwords And Digital Marketing

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/psp2Jason Rothman - https://rothmanppc.com/Chris Schaeffer - https://www.chrisschaeffer.com/Show Notes:In our last episode, we talked about how the loosening of match types has changed our approach to the way we select keywords and concluded that longtail keywords are on the way out. This week we’re defining longtail keywords, why we used them, why they’re “dead,” and why we’ve replaced them with “full context” keywords. Chris also breaks down several match-type agnostic examples that help explain the concept for a wide variety of industries. (4:11) What is a longtail keyword?Keywords that are 3+ words in length that go beyond an action term plus a core term; super low volume, highly niched keywords(9:18) Why did we use longtail keywords used?Word to word targeting used to be possible(12:07) Why are longtail keywords dead?With the loosening of match types, now we have to match idea to idea/top

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/psp2Chris Schaeffer - https://www.chrisschaeffer.com/Jason Rothman - https://rothmanppc.com/Show Notes:Running a successful Google Ads campaign continues to become more and more complex. In this episode, the guys are answering some simple and essential questions to help you slow down, simplify your thinking, and achieve your goal. (9:08) What do you want - leads or sales? Who has those leads?Consider the person who needs the product/service your company is offering. Think about what device they might be using and what kind of frame of mind they’re in when searching. It's not about the person, it’s about how they’re searching. Think about the individual, not the group demographics. (13:06) How do we get in front of that person?Consider the searcher's concerns in the keywords/search terms as well as the ad copy. Responsive ads are coming in June 2022 which will offer quick feedback on

Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp2       Show Notes:This week the guys are tackling more of your Google Ads questions regarding the staffing and recruiting industry, finding value in a campaign that doesn't track conversions, the usefulness of the ad preview tool, the impact of pausing a campaign, and what to do if your conversion rate is showing over 100%. (3:47) Q: Could you talk about the staffing and recruiting industry? It seems like a different beast with more targeting restrictions and high CPCs. A: It’s a unique industry because of the intensity by which people search. High volume, high response, and a lot of competitors mean you have the unique opportunity to try a lot of experiments. Drill down on what job you offer specifically.(12:42) Q: My client is not able to track conversions. Would you accept clients who have this setup? How do you judge success? How do you know what to optimize? A: It’s not as big o

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/psp2      Show Notes:Two things happen when you launch a Google Ads campaign – either you get too much traffic or not enough traffic. In this episode, we're giving actionable steps that you can take whether you’re getting too much or too little that will help you tease out what’s causing the issue and fix your campaign. We also discuss search news about new site link design testing.(5:06) Google Ads With Larger Sitelinks Block Design Also(8:59) Too much traffic is typically caused by either a keyword quality issue, an auction issue (location and time), or a position and CPC issue (bidding too much)(11:20) Are one or more keywords literally driving all your traffic? Break them out into their own campaign to cap them (if automated), lower bids on them (if manual), or pause them if they’re no good.(14:39) Are your search terms garbage? What keywords are bad search terms coming from? Are you

Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp2       Chris Schaeffer - https://www.chrisschaeffer.com/ Jason Rothman - https://rothmanppc.com/Show Notes:“Limited by budget” is a bid strategy status that's used when your average daily budget is lower than the recommended amount. But what if you’ve already maxed out your budget? In this episode, we’re discussing different strategies to make your traffic better by being more selective about the traffic you get. Remember, the goal is profitability and then growth. Shrink your campaign, get an awesome ROAS, then increase spend as much as you can.(4:14) “If the market is bigger than your budget, then you have the ability to be more selective about what traffic you get inside of that market.” – Jason(6:51) Review search terms for low quality coming from high volume and loose keywords“It can be hard for a client to understand that even if they like a keyword and it makes sense for their

Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp2       Jason Rothman - https://rothmanppc.com/ Chris Schaeffer - https://www.chrisschaeffer.com/Show Notes:This week we're doing a deep dive to help simplify a topic that affects everything you do inside Google Ads - conversions and conversion tracking. We discuss what generated the idea to do the episode, why conversion tracking is so important, what we’re seeing with our clients, ways to track conversions, and conversion settings. (5:04) What comes to mind when you think of conversion tracking? "It's the #1 missed simple thing in Google Ads. You set it once, then it provides data for the rest of your account." – Chris"As good as you are at Google Ads, you’ll always be better if you can get more conversion data." – Jason(9:18) Ways to track conversionsWebsite calls, call extension, website forms, sales(12:40) Should I be tracking soft conversions such as new

Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp2       Chris Schaeffer - https://www.chrisschaeffer.com/ Jason Rothman - https://rothmanppc.com/Show Notes:Change is coming. Expanded Text Ads are phasing out next year and being replaced with responsive search ads. In this episode, we’re getting you up to date on the latest news and explaining what responsive search ads are and the performance we’ve seen from them. We’ll also do some higher-level thinking about the possibilities of responsive search ads. (3:47) News – Expanded text ads are phasing out in June of 2022(8:26) What are responsive ads? “It’s basically you adding a bunch of information to a bunch of blank lines (headlines, descriptions, URL) about what your business does and why someone should click on your ad and Google picks the best one for that one auction.” – Chris(16:11) What is pinning? “It’s a compromise on Google’s behalf. Without pinning we would have no control. It’

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/psp2     Jason Rothman - https://rothmanppc.com/Chris Schaeffer - https://www.chrisschaeffer.com/Show Notes:In this episode, the guys are answering some questions from listeners about close variants, geo keywords, seeing your clients' ads in the search engine, optimizing for first-page bids, and audience campaigns. (2:57) Q: If Google is already showing my ads for close variants of a keyword, what's the benefit of adding it as a keyword inside an ad group?A: The reason I like to add keywords and not just rely on close variants is that I like the opportunity to make decisions for myself about if this is important to me. There are special opportunities you can take on.  - Chris(8:16) Q: If I'm targeting a specific location and my service keywords are triggering for anyone searching that search term from my chosen location, is there any benefit in adding geo keywords? A: 100% yes,

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/psp2     Chris Schaeffer - https://www.chrisschaeffer.com/Jason Rothman - https://rothmanppc.com/Show Notes:In this episode, the guys are addressing the polarizing topic of running brand campaigns in Google Ads covering both how to do it right as well as common problems that can fuel false success metrics.Defining a brand campaign (3:07)When you have someone searching for your company name (or anything exclusive to your company) and you have a keyword that targets it specifically and directs them to your website. It’s designed to capture the people looking for you. The advantage is that you control the messaging.  - ChrisWhen competitors are bidding on your brand name (6:42)Seeing a competitor positioned above you in organic results is the only justification for bidding on your own brand. The purpose of a brand campaign is to protect your company name. – ChrisJust because you don’t see someone

Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp2       Show Notes: In this episode the guys are tackling the 5 most common questions they get from existing clients like why they aren’t seeing their ad, increasing spend, and ways to improve. They also discuss the new Google Ads three strike policy that goes in effect September 2021. News - Google Ads three strike policy (3:58)Should I spend more? (8:32)“Are you happy with the results? Is it providing a good return to your business? If it is, then yes. I think we should. If it’s ‘I don’t know’ then we should make it more efficient for you first.” - ChrisWhy don’t I see my ad? (16:14)"The first problem is you may not be searching the right terms. Second comes back to money – we’re limited by budget or the bids are not high enough." - ChrisHow can we improve? (22:00)“How do you want to improve? What are the goals here? If you’re wanting a better CPC or better cost per lead, let’s

Please support our sponsors because they make the show possible! Get Opteo for free for two months - https://opteo.com/psp2       Show Notes: This week the guys are discussing how they respond to the top 5 most common questions they get from new clients pre and post launch including how to determine cost per click, setting budget guidelines, making changes to the website, adding landing pages, how to track success, and bidding on competitor names.  What should my cost per click be? (10:57) “I’m CPC agnostic. I don’t care if my CPC is 25 cents or $1000. What I care about is my cost per lead.” - JasonHow much should my budget be? (14:40) “The budget should be whatever you can risk in your first month and not ruin your business.” - ChrisPlease look at my website. What do we need to fix? (19:28) “I get this question every time I get a new Google Ads client and 70% of the time there’s nothing to be worried about on the website.” - JasonShould I have some landing pages created? (23:29) “There are times I recommend

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/psp2     Show Notes:This week the guys are going deep into the Google Ads black box and the algorithms behind the scenes in Google Ads that seems to impact performance. The guys talk about how they think about the black box, how it impacts their management, and for which changes in a Google Ads account the black box factors into their decision making and for which changes it does not. It’s a fascinating topic and we hope you enjoy the episode. Thanks for listening and sharing the show with friends.Don't miss the weekly Aftershow:Don't miss the aftershow! Join hundreds of other Paid Search Podcast fans for our exclusive weekly aftershow at Patreon, along with other exclusive content. Check it out - https://www.patreon.com/paidsearchpodcastWe need your help! Please help us grow the show:If you don't mind, please leave us a rating and review where you listen to podcasts and share t

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/psp2     Show Notes:This week the guys take you further into the Google Ads platform and walk you through some advanced data and settings opportunities that exist inside of a Google Ads account. They cover out-of-the-way areas of a Google Ads account that are a few clicks away, including billing thresholds, the notes panel, responsive ad combinations, the words that make up your search terms, ad group targeting, and more. Thanks for listening and enjoy the episode.Don't miss the weekly Aftershow:Don't miss the aftershow! Join hundreds of other Paid Search Podcast fans for our exclusive weekly aftershow at Patreon, along with other exclusive content. Check it out - https://www.patreon.com/paidsearchpodcastWe need your help! Please help us grow the show:If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it he

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/psp2     Show Notes:This week the guys talk about 4 things long-term Facebook advertisers need to know when they come over to Google Ads to start advertising. Thanks for listening and enjoy the episode.Search News:Google Ads optimized targeting gradually rolling out - https://searchengineland.com/google-ads-optimized-targeting-gradually-rolling-out-350490Use optimized targeting - https://support.google.com/google-ads/answer/10538014Don't miss the weekly Aftershow:Don't miss the aftershow! Join hundreds of other Paid Search Podcast fans for our exclusive weekly aftershow at Patreon, along with other exclusive content. Check it out - https://www.patreon.com/paidsearchpodcastWe need your help! Please help us grow the show:If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create m

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/psp2     Show Notes:This week the guys talk about the impact of image extensions in Google Ads, the difference between image extensions and dynamic image extensions, and they explain the way they think about image extensions and their importance. Thanks for listening and enjoy the episode.Don't miss the weekly Aftershow:Don't miss the aftershow! Join hundreds of other Paid Search Podcast fans for our exclusive weekly aftershow at Patreon, along with other exclusive content. Check it out - https://www.patreon.com/paidsearchpodcastWe need your help! Please help us grow the show:If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create more content.Send us your questions here - https://paidsearchpodcast.com/contact-us/   First 100 Episodes - https://paidsearchpodcast.com/archive/ 

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/psp2     Show Notes:This week the guys do a deep dive on HVAC Google Ads campaigns. They cover some advanced topics and share things they think about when advertising for an HVAC company. Topics include the potential from this topic on Google Ads, ad group structure, how to deal with seasonality, whether or not to run remarketing ads, and more. Thanks for listening and enjoy the episode.Search News:Google Ads Is Deprecating Broad Match Modifier (BMM) Keywords In Late July  - https://www.seroundtable.com/google-ads-is-deprecating-broad-match-modifier-31683.htmlDon't miss the weekly Aftershow:Don't miss the aftershow! Join hundreds of other Paid Search Podcast fans for our exclusive weekly aftershow at Patreon, along with other exclusive content. Check it out - https://www.patreon.com/paidsearchpodcastWe need your help! Please help us grow the show:If you don't mind, please leave

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/psp2     Show Notes:This week the guys talk about three common mistakes that they see Google Ads advertisers make that can really limit your ability to run a great campaign. These three mistakes are thinking about keywords the wrong way and only trying out one part of the funnel, potential mistakes with automation, and trying to overengineer your account. Thanks for listening and enjoy the episode!Search News:Google Delays Cookie Removal to Late 2023 - https://www.wsj.com/articles/google-delays-cookie-removal-to-late-2023-11624542064Don't miss the weekly Aftershow:Don't miss the aftershow! Join hundreds of other Paid Search Podcast fans for our exclusive weekly aftershow at Patreon, along with other exclusive content. Check it out - https://www.patreon.com/paidsearchpodcastWe need your help! Please help us grow the show:If you don't mind, please leave us a rating and review wher

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/psp2     Show Notes:This week we’re helping business owners figure out what to do when their Google Ads campaigns stop working. We’ve heard it many times. Google Ads was working well, but now it’s no longer performing and you’re wondering how to improve things. In today’s episode, we’ll talk about why this happens, how to fix it, and what questions to ask. Thanks for listening and enjoy the episode!Don't miss the weekly Aftershow:Don't miss the aftershow! Join hundreds of other Paid Search Podcast fans for our exclusive weekly aftershow at Patreon, along with other exclusive content. Check it out - https://www.patreon.com/paidsearchpodcastWe need your help! Please help us grow the show:If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create more content.Send us your questions

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/psp2     Show Notes:Today we’re doing a Q&A and answering your questions about Google Ads. Questions today include subjects like location targeting, learning Google Ads, display campaigns, and competitor keywords. Thanks for listening and enjoy the episode!Search News:Deliver engaging Search ads with image extensions - https://support.google.com/google-ads/answer/10700789Don't miss the weekly Aftershow:Don't miss the aftershow! Join hundreds of other Paid Search Podcast fans for our exclusive weekly aftershow at Patreon, along with other exclusive content. Check it out - https://www.patreon.com/paidsearchpodcast We need your help! Please help us grow the show:If you don't mind, please leave us a rating and review where you listen to podcasts and share the show with friends because it helps us grow the show and create more content.Send us your questions here - https://paidsea

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/psp2     Show Notes:What does a Google Ads expert do? That is the question we are answering this week on the Paid Search Podcast. We break down the job role and everything it entails, from consulting, to audits, to management, to reporting, and all the administrative work that goes into it. This episode gives a detailed overview of everything a Google Ads expert does to help clients get great results from their Google Ads campaigns. Thanks for listening and enjoy the episode!Search News: https://searchengineland.com/google-launches-new-ad-formats-for-local-campaigns-and-pickup-later-for-local-inventory-ads-348959Don't miss the weekly Aftershow:Don't miss the aftershow! Join hundreds of other Paid Search Podcast fans for our exclusive weekly aftershow at Patreon, along with other exclusive content. Check it out - https://www.patreon.com/paidsearchpodcast  We need your help! Please hel