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/pspChris Schaeffer - https://www.chrisschaeffer.com/Jason Rothman - https://rothmanppc.com/Show Notes:There are a lot of things that can cause stress when you're managing a Google Ads campaign including new competitors, Google Ads changes, and people. In this episode, Chris and Jason give scenarios that lead to stress and explain how they handle them. (7:02) Intro to topic(9:42) Search terms are the most important part of Google Ads(15:54) How keyword match types lead to success(22:51) Stop searching in Google to see your own ads(28:22) How to use broad keywords for success(35:13) The two secrets to using responsive ads- Use ad copy you like- Balance your needs with Google(42:42) Think critically about conversion data in Google AdsWe 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

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/pspJason Rothman - https://rothmanppc.com/Chris Schaeffer - https://www.chrisschaeffer.com/Links:About Ad Strength for responsive search ads - https://support.google.com/google-ads/answer/9921843About location insertion for responsive search ads - https://support.google.com/google-ads/answer/9773001Check out Ryan Suchit’s YouTube channel - https://www.youtube.com/channel/UCBu-8pX2ff0HOurz7TxQEqARyan’s video about location insertion in responsive search ads - https://youtu.be/k_ukaHbtJ_EShow Notes:With the changes to expanded texts ads coming in July, we recently released 3 episodes doing a deep dive into responsive search ads. Since then there have been two interesting things we've learned regarding the ad strength tool and an advanced location feature. In this episode, we investigate if our ads are being limited due to ad strength and discuss how we're responding. We also share an a

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/pspJason Rothman - https://rothmanppc.com/Chris Schaeffer - https://www.chrisschaeffer.com/Show Notes:We're back with another Q&A with some amazing questions from our listeners about targeting a national campaign for good results, software as a service (SaaS) keywords, blocking websites in a dynamic remarketing campaign, SKAGs for e-commerce, and how NFTs might affect Google Ads.(4:04) Targeting a national campaign for good resultsI’m running Google Ads campaigns in one location and was getting good results. I’ve scaled it out to more locations (national), ran exactly like I had it in my one location, but the conversion rate has completely dropped. How should I target a national campaign for good results? (12:08) Software as a service (SaaS) keywordsI am a Google Ads freelancer with a couple of clients and I wanted to see if you would be interested in covering SaaS products a little m

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/pspChris Schaeffer - https://www.chrisschaeffer.com/Jason Rothman - https://rothmanppc.com/Show Notes:Continuing to delay your start on Google Ads is a huge opportunity cost and you’re also letting your competitors take market share from you by allowing them to get further and further ahead on Google Ads. Don't wait! In this episode, we're explaining how you can get started easily and safely. (7:49) How long should you give your campaign before you expect to see results? Results take time. Wait a minimum of 90 days.(10:20) How to set your first month’s budgetIt will vary depending on the business, but don't budget more than you can afford to lose in 3 months if you didn't get a single conversion. For most businesses, $1000 per month is a good jumping-off point.(15:34) Turn search partners and display network off on campaignIf you're new to Google Ads and concerned with

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/pspJason Rothman - https://rothmanppc.com/Chris Schaeffer - https://www.chrisschaeffer.com/Show Notes:We're officially 300 episodes in, so this week we're talking about the state of Google Ads, what’s changed, and where we’re at now six years after launching the podcast.(4:52) Introduction to the topic - how Google Ads has changed since the beginning of PSP(12:52) Limited ad status, the system flagging adsContact support for help, otherwise ignore if you’re getting volume.(17:48) Perfect results are still possible, but you have to get creativePhrase being looser sometimes means more exact match.Phrase is sometimes like BMM or broad.Using conversion value/cost aka ROAS a lot more. Conversions matter more now that we can’t see or control as many search terms.(29:00) Unlucky Accounts - can’t see a lot of search termsSome accounts are only showing 20% of search terms. That makes it hard

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/pspChris Schaeffer - https://www.chrisschaeffer.com/Jason Rothman - https://rothmanppc.com/Show Notes:In the last episode, Jason and Chris discussed how to build a YouTube campaign In Google Ads. This week they're discussing what kind of results you can expect from your YouTube campaign after it's built by running through various campaign metrics and offering some ideas about how you can improve your campaign. (7:20) Views vs. ImpressionsImpression - thumbnail is shown (in-feed) or video is watched under 30 seconds (in-stream); View - the video is watched more than 30 seconds(9:43) View rate (percentages)(17:27) CPV (Cost Per View)Can be as low as $0.01; typically $0.03 - $0.07(20:21) Clicks and Cost Per ClickCPC looks high because it accounts for total spend divided by clicks(24:12) Conversions(27:39) EarnedViews, subscribers, shares, likes(32:54) What should I expect from a YouTube

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/pspJason Rothman - https://rothmanppc.com/Chris Schaeffer - https://www.chrisschaeffer.com/Show Notes:YouTube is a powerful tool but is typically underutilized with people focused on search. The good news is that if you have experience with search campaigns and marketing, YouTube is very doable. In this episode, Chris and Jason explain the types of ads you can run on the platform, walk through bidding strategies, and offer some examples of audiences and content targeting. (7:41) What ads can you run on YouTube?In-stream and In-feed video ads (formerly discovery ads)(15:03) What bidding strategy should you use?CPM (focuses on impressions) and CPV (focuses on views)(20:29) Where do I show my video ads on YouTube?Audiences (people), videos (content), demographic(28:13) What are some example audiences?Interest & habits - Sports: golf enthusiasts, Olympics fansIn-Market - Baby: early childhood

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/pspChris Schaeffer - https://www.chrisschaeffer.com/Jason Rothman - https://rothmanppc.com/Links:About optimization score - https://support.google.com/google-ads/answer/9061546Relative CTR - https://support.google.com/google-ads/answer/2454071 Understand your conversion tracking data - https://support.google.com/google-ads/answer/6270625About view-through conversions - https://support.google.com/google-ads/answer/6270625Show Notes:In this episode, Chris and Jason break down 5 data columns in Google Ads that they consider underused or get asked about frequently.(5:33) News - Facebook shares plunge more than 20%(9:30) Optimization scoreOptimization score is an estimate of how well your Google Ads account is set to perform and is able to determine your campaign's goal through your bid strategy. (17:54) Relative CTRRelative CTR measures how your ads perform on Display Network sites compared t

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/pspJason Rothman - https://rothmanppc.com/Chris Schaeffer - https://www.chrisschaeffer.com/Links:About click share - https://support.google.com/google-ads/answer/6299696About negative keywords - https://support.google.com/google-ads/answer/2453972Show Notes:We're back with another Q&A with some awesome questions from our listeners about click share, bounce rate vs. engaged sessions, transitioning a complex setup to the new "SKAG" structure, and the differences among broad, phrase, and exact match negative keywords.  (4:37) How do I get to the top of the search and maps?(18:05) Re: your brand campaign episode - what if your company name is also a keyword for the company? [our company name] is the same keyword [clients] might search for.(23:25) Let's say my click share is 60% and I have 60 clicks. I know that the meaning is that there are 40 clicks that I could have recei

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/pspChris Schaeffer - https://www.chrisschaeffer.com/Jason Rothman - https://rothmanppc.com/Links:Choose your bid and budget - https://support.google.com/google-ads/answer/2375454About average daily budgets - https://support.google.com/google-ads/answer/6385083Show Notes:The most common questions from clients center around budget, so in this episode, Chris and Jason are answering the questions they get the most and share some insights into why it's best to start small, the difference between daily budget vs. daily spend limit, and why changing the budget too often goes against the system. They also answer some questions from the PSP Facebook group.  (6:09) What should my Google Ads Budget be?(14:08) Why did Google overspend my budget today?(23:36) How often should I change my budget?(29:29) What does limited by budget mean?(36:10) Search impression share lost due to budget(40:35) When to u

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/pspPreview ads on Opteo - https://opteo.com/ad-previewJason Rothman - https://rothmanppc.com/Chris Schaeffer - https://www.chrisschaeffer.com/Links:About responsive search ads - https://support.google.com/google-ads/answer/7684791Show Notes:This week we're wrapping up our 3-part deep dive into responsive search ads by reviewing tips for entering headlines, discussing how to create new test ads, and revealing some important information about pinning headlines. (7:04) Tips for entering your headlinesKeep it simple. Focus on relevancy and solving users' search problems.(18:39) Creating new test ads as time goes on"Removing or editing any headlines or descriptions can change the ads that are serving and may impact your performance."(21:34) Pinning headlines"Headlines or descriptions pinned to Headline position 1, Headline position 2, or Description position 1 will always s

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/pspPreview ads on Opteo - https://opteo.com/ad-previewChris Schaeffer - https://www.chrisschaeffer.com/Jason Rothman - https://rothmanppc.com/Links:About responsive search ads - https://support.google.com/google-ads/answer/7684791Show Notes:This week we're continuing our deep dive into responsive search ads by breaking down the more technical side RSAs according to the Google Ads help article "About responsive search ads" including what they do, how they work, and how mastering them can benefit you. (5:28) Why it's time to learn (10:51) What do responsive search ads do?(20:41) Interesting nuggets(27:44) How can responsive search ads help you? (40:54) How responsive search ads workWe 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

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/pspJason Rothman - https://rothmanppc.com/Chris Schaeffer - https://www.chrisschaeffer.com/Links:Write compelling, genuine ad copy - https://support.google.com/google-ads/answer/6167101About cross-campaign asset reporting for responsive search ads - https://support.google.com/google-ads/answer/9781208Show Notes:As we start off 2022, we both agree responsive search ads are the most important topic of the year, especially given the changes to expanded text ads coming in June. So over the next couple of episodes, we're doing a deep dive into responsive search ads starting by getting back to basics with ads copy, then digging into the technical side next week. (5:00) Introduction to the "Create effective Search ads Write compelling, genuine ad copy" Google Ad help article(8:44) Craft messaging that focuses on user needs and benefits - Nothing changes. Focus on the users.(16:06) Tip

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/pspChris Schaeffer - https://www.chrisschaeffer.com/Jason Rothman - https://rothmanppc.com/Show Notes:A lot changed about how we use Google Ads in 2021, so in our final episode of the year, we're reviewing what strategies worked best for us, discussing some details of winning campaigns, and sharing our biggest concern for 2022.   (7:21) Being fluent in “funnel” language(18:22) Using conversion values and the conversion value/cost column(27:39) Impression absolute top percentage and impression top percentage(33:53) The breakdown of Jason's "perfect" account(46:35) Our biggest concern for 2022 - responsive ad headline usage 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

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/pspJason Rothman - https://rothmanppc.com/Chris Schaeffer - https://www.chrisschaeffer.com/Show Notes:As 2021 comes to an end, we're discussing the biggest focuses for each of us over the past year with the changes to match type, conversion tracking, and expanded text ads. We also share our thoughts on the current state of Google and what we expect in 2022. (4:44) Match type changes/conversion tracking(19:26) Search terms with zero clicks(25:13) Sunsetting expanded text ads(35:27) Image extensions(40:34) YouTube/audiences & more placements(45:48) Conversion goals(46:57) Performance max campaigns(48:48) The state of GoogleWe 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://pa

Please support our sponsors because they make the show possible!Get Opteo for free for two months - https://opteo.com/pspChris Schaeffer - https://www.chrisschaeffer.com/Jason Rothman - https://rothmanppc.com/Show Notes:Even if you're not a Google Ads expert, your insight is valuable to running a successful campaign. The industry pushes ways of doing things, but you as the business owner/employee know your business. In this episode, we're talking about how to trust your instincts and communicate with your agency. They need to listen to you.(3:41) Intro to topic(7:59) Work backward from your goalsWhy are you running ads? Remarketing, sales, leads? Work backward. Trust your instinct. Help your agency. Guide them, not the other way around. (8:43) Keywords“Google Ads manager keywords” tend to be too high funnel. You focus on problems your customers have. Use the keyword planner, Google searches, and old search terms data to mine for ideas.(15:45) Landing page vs websiteThe agency delivered a generic lan

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:We've been getting a lot of questions from clients about phrase match search terms, so we thought it was a good time to recap the changes to phrase match and broad match modified incorporated earlier this year as mentioned in this Google Ads Help article. If you embrace it by using your negative keyword skills and second-level thinking, there are a lot of opportunities.  (6:22) Introduction to the main topic(8:21) Changes to phrase match and broad match modifiers and Jason's theory about personalized results (https://support.google.com/google-ads/answer/10286719)(16:21) Examples of how the changes are affecting results(29:31) Should I just run exact match keywords?(32:26) Is the looseness a bad thing or a good thing?(34:54) Does Google know about the user? (38:08) Do search terms ev

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:Frustrated about attracting so many consumer leads when you're targeting business clients? In this episode, Jason and Chris are discussing how to get relevant B2B leads for a service that is searched in the same way by the B2C segment. There is no one solution, the search never ends for spot-on keywords, and Google Ads is not your ultimate problem solver, but we have some tips that will help put the odds in your favor.  (10:19) Intro to topic (15:42) Cabinet wholesaler example(16:52) Solutions to find B2B keywords(25:30) Audiences(27:25) Remarketing(29:35) Negative remarketing(32:14) How to maximize B2B keywords with high volume B2C searchesWe 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 th

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:This week it's another Q&A episode with some great questions from our listeners about the correlation between maximizing conversions and high CPC, the value of long-tail keywords, how the presence of different match types of the same keywords may affect the ad group, reducing the damage of "other search terms," and tips for breaking into an industry with an extremely high average CPC. (3:44) Q: I’ve got a small lead gen campaign running on manual CPC using ad group bid levels that has been running well for 45 days. I made the move to maximize conversions without setting a target CPA. Only 2 days in and conversions are going well, but the CPC has gone crazy high. Is this to be expected?A: Yes, it is to be expected. You need to have a solid number of conversions. Try experime

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:Leaky campaigns waste money and can be difficult to identify. In this episode, Chris and Jason are giving you 8 ways to check for leaks in your PPC campaign.(6:59) What is a "leaky" campaign vs. a bad campaign?(9:50) #1. Broad keywords (15:11) #2. Search partners + Google search(22:39) #3. Display network + Google search(26:23) #4. A large number of clicks on sitelinks(33:20) #5. Get directions and get details clicks(38:54) #6. Automated extensions (sitelinks)(40:35) #7. Call extension outside of business hours(43:20) #8. Dynamic search adsWe 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 questi