Here is the full webinar replay for the Paid Search Association Webinar featuring Falcon Digital Marketing co-founder Chris Cabaniss, titled “Google Ads Accounts Overhaul – What Works in 2024, What Doesn’t”.
Key insights from the PPC Webinar
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The foundations of marketing still apply, regardless of the technology or platform, giving expert marketers a large advantage to succeed.
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You don’t need hundreds of ad groups and keywords, but you still need to group your keywords by theme and match them to the ads and landing page for better conversion rates and profits, that hasn’t changed in Google Ads for 2024.
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People search on Google for what the product/service is called by the correct name, by what they think it is called, and by related themes. Build your ad campaigns around these keyword search intentions and separate budget and targeting accordingly.
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Adding negative keywords regularly is crucial for preventing irrelevant spending in Google Ads, even with automation, even with 2024 updates to Google Ads.
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Conversion rate optimization has been the same for years, focusing on marketing funnels, psychology, and flow. Keywords should be in the ad and the landing page to achieve peak conversion rate and profitability.
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“Auto apply recommendations is a terrible idea, it’s going to add keywords you didn’t approve or see and it’s going to write ads that you didn’t approve, major compliance issues, major performance issues.”
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With automation, you’re always going to be proactive, not just reactive, just like with a factory where humans have to watch the machines to make sure they’re doing what they should be doing.
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Starting with automation requires at least 30 conversions within 30 days for auto bidding to work best. You can still do manual when needed.
- Even with Ai and Automation, experts are still needed to run Google Ads accounts.
Main ideas from video in expanded format for easier reading – Google Ads changes in 2024, what works and what strategies do not.
The foundations of marketing still apply, and expert marketers have a large advantage to succeed regardless of the technology or platform.
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Google Ads 2024 changes: focus on long-term success, utilize custom audience and display campaigns, pay attention to intent and placement of keywords, and consider different platforms like Facebook and TikTok.
- Chris Cabanis, co-founder of Falcon Digital Marketing, discusses the changes in Google Ads for 2024 and what tactics to switch off of and switch to.
- The webinar covers changes in PPC management, including Google’s aggressive push for new technology, the impact on the role of PPC professionals, bidding strategies, and confusion around responsive search ads.
- The foundations of marketing and marketing psychology still apply, regardless of the platform or technology, and it’s important to focus on long-term success rather than chasing temporary hacks.
- Pay attention to the intent and placement of keywords in Google ads, utilize display ads for relevant websites, and use custom audience targeting for remarketing to potential customers.
- Utilize custom audience and display campaigns for B2B lead generation, consider different platforms like Facebook and TikTok, and apply marketing fundamentals to new technologies in Google Ads.
- Performance Max combines all types of ads into one campaign and rotates them based on what’s working, which works well for e-commerce but not for lead generation, especially for products like fashion, health, or supplements.
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Stick to search and standard marketing strategies, group keywords by theme, understand user intent, and test different longtail keywords for lead generation campaigns in Google Ads.
- Stick to search and standard marketing strategies, as new options like demand gen and performance Max may not be the best fit, but the basics of marketing still apply.
- Grouping keywords by theme and matching them to ads and landing pages is still important for quality score and conversion rates, but the need for hundreds of ad groups and keywords has decreased due to broader keyword matching.
- Group keywords together in ad groups, avoid excessive segmentation, and do not use single keyword ad groups (skags) as keyword match has changed to a wider range of search terms.
- New Google Ads changes include variations in match types, the removal of broad match modifier, and the importance of understanding the marketing funnel stage and user intent.
- People search for keywords in different ways, including using exact terms and what they think it’s called, so it’s important to consider both when optimizing for search.
- Test different longtail keywords and variations, including problem solution type searches, for lead generation campaigns in Google Ads.
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Regularly monitor and add negative keywords to Google Ads campaigns, use specific ad groups and ads for services, and consider using responsive search ads for effective marketing.
- Broad match keywords have become broader, so it’s important to stay on top of negative keywords to avoid irrelevant matches.
- Broad match keywords can be effective for industries with a lot of variations, but can be too broad and wasteful for smaller budgets or specific industries, and using a competitor’s name as a broad match can show for other related terms.
- Use specific ad groups and ads for specific services, monitor and test match types closely, consider using dynamic search ads for longtail keywords and variations, and be cautious with broad match as it can match for a wide range of keywords.
- Regularly add negative keywords to your Google Ads campaigns to prevent spending money on irrelevant terms, and use a shared negatives list and ongoing negative keyword research to streamline the process.
- Add negative keywords to your search terms, use phrase match negative keywords to save time, and manually add keywords and negative keywords for local campaigns.
- Switch to responsive search ads, still focus on marketing foundations, use keywords in headlines and descriptions, and test different ad copy for effectiveness.
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Use correct terminology for advertising, focus on conversion rate optimization, and ignore most of Google’s suggestions while constantly monitoring and adjusting automation and manual CPC.
- Use the correct terminology for advertising in multiple countries, fill out all site links and call outs, and turn off autocreated assets for better ad performance.
- Focus on conversion rate optimization, consider using Microsoft advertising independently from Google, and explore other search engines for cheaper options.
- Ignore most of Google’s suggestions, auto apply recommendations, and ad strength, and don’t obsess over the ad strength calls from Google reps.
- Google reps often advise enabling auto apply recommendations and increasing optimization score to receive bonuses, but it’s best to do what’s best for your account and not necessarily what a Google rep says, as there are both good and bad Google reps.
- New account structure involves fewer campaigns and ad groups, with less emphasis on keyword variations, and performance Max is recommended for e-commerce but not for lead generation.
- Constantly monitor and make adjustments to automation and manual CPC in Google Ads to ensure they are on track and proactive in preventing wasted spending on bad keywords or ads.
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Manual CPC is safer for small budgets, maximize conversions first before adding restrictions, regularly monitor and adjust account settings for optimal performance, use portfolio bidding, focus on testing one responsive search ad with different themes, and choose the most important headline for rotation.
- Constantly checking and making changes with automation is not necessary, manual CPC is a safer bidding strategy, especially for small budgets, and automation requires at least 30 conversions within 30 days to work effectively.
- Maximize conversions first, then add a more restrictive CPA or ROAS later, as launching with these restrictions may be too aggressive and not work at all.
- Maximize conversions and Target CPA do not always work as intended, and it is important to regularly monitor and adjust account settings for optimal performance.
- Adjusting the target CPA or target ROAS based on the performance of ads and keywords is crucial for achieving the desired goals in Google Ads.
- In 2024, it is recommended to let Google Ads spend money and gather data, use portfolio bidding to set Target CPA and Max CPC at the same time, and focus on testing one responsive search ad with different themes.
- There are too many headlines to rotate through, so it’s important to choose the most important one and preview how it might look before pinning it to a different position.
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Trained experts are still essential for optimizing ad campaigns, tailoring ad copy to customer emotions, and transitioning slowly to better performing keywords and ad copy, while also using phrase match and one-word phrases in Google Ads.
- Even with automation and new technology, trained experts are still needed to optimize and monitor advertising campaigns, as marketing foundations and psychology still apply, and keywords and headlines need to align with the intent of the search.
- Use multiple calls to action in ad descriptions, consider the psychology behind why someone is searching, and tailor ad copy to the emotional needs of the customer, even with changes in ad format.
- Translate psychology into new technology and formats, keep in mind the principles still apply, and for more information visit Falcon digital marketing.com or the Advertising Academy on YouTube.
- When taking over an account with a large number of keywords, slowly transition out of poorly performing ones and focus on top performers, while also gradually transitioning to better ad copy and keywords to avoid disrupting performance.
- Adding exact match negatives for specific search queries is a waste of time and it is safer to use phrase match to block anything related to the specific keyword.
- Adding one-word phrases in Google Ads can save time, but it’s important to double check to ensure they are relevant.
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Manual control over PPC is more effective than automation, transitioning to YouTube for display ad replacement, leveraging existing data for portfolio bidding strategies, and adapting to new technology across different advertising platforms are key takeaways from the webinar.
- Maximizing clicks may not always lead to maximizing conversions, and manual control over PPC can be more effective than automation.
- Manual bidding is preferred over automated bidding, and for display ad replacement, transitioning to YouTube with similar targeting and custom audiences is recommended.
- Transitioning and testing performance, display, and dynamic search data into newer versions of Google Ads, leveraging existing data for portfolio bidding strategies.
- The speaker discusses the importance of using signals for performance optimization and adapting to new technology across different advertising platforms.
- The speaker suggests using the term “Microsoft ads” instead of “Bing ads” to avoid confusion with clients and to make it easier to import and use.
- Importing and optimizing Google Ads separately is recommended, and it’s important to be cautious with auto importing negatives and to use shared negatives lists for ongoing use.
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Connect with Chris Falcon for digital marketing expertise and reach out directly for questions or to check out their YouTube channel.
Detailed Transcript of Video:
- Hello and welcome to the paid search webinar for this month. So this month we have Chris cabanis you own an agency Falcon digital marketing based out of Texas um and you have been working in paid search and you do some social ads as well for I feel like forever so like 15 years plus so 15 yeah 15. Okay. No that’s I kind of guessed based on on what I know that you about that you have been doing this a long time um so the first thing I definitely want to do is um just note our sponsors jumpfly clever programmatic and AD World experience. We would not be able to do the webinars that we do and put put out the content that we do without our sponsors so definitely a thanks to our sponsors and what I’m going to do is. I’m going to go ahead and get started I’m going to add this to the stage and then I’m going to pop off and then we will come back here for questions so again jumpfly clever clever. Programmatic and AD World Experience are our sponsors today okay without further Ado yeah. Everything looked good. You can see the slide Google ads all right. Let’s go ahead and jump in so we’re going to go into a Google ads account overhaul what works in 2024 and what doesn’t this comes up a lot with so many changes Google’s moving I feel like faster than it ever has. So I just wanted to clarify some older tactics that you should switch off of and some newer ones so first off uh about me. I’m the co-founder of Falcon digital marketing uh the co-founder of online advertising academy. Uh I’ve been running ads. Since 2009. Uh very over analytical uh Big Nerd you know love love digging into the data and PPC I keep saying co-founder I want to make sure mention. Uh. My wife is the other co-founder. We started the agency together about seven seven or eight years ago. An online advertising Academy couldn’t do it without her. She is amazing um. She doesn’t like being front and center though that she’s behind the scenes runs everything uh.So I usually do this type of stuff so excuse me uh as far as what we’re going to go over sorry. It cut off a little bit but uh we’re going to go over PPC management kind of what changed and what didn’t from the dayto day and what works what doesn’t uh. Google suggestions there’s a lot of popups they’ve always done this but they’ve been a little more aggressive lately with pushing their new technology so kind of what to use what makes sense what to ignore uh and there the new account structure. What works there’s been quite a bit that that’s changed with this so wanted to look at that PPC manager checklist for optimizing accounts our role as a PPC professional. If you’re the one running the account that’s changed a lot best bidding strategies. There’s a lot more Auto bidding and AI. Uh manual bidding is still there kind of when to use each one and the new AB testing of ads because people I feel like we’re all still a little bit confused with responsive search ads uh and we’re used to the old AB testing. So we’ll dive into that a little bit too so as far as the takeaways. This is meant uh a lot of it is for professional PPC managers. If you’re it’s your job to manage. Uh Google ads also go over things for in-house marketing teams uh if it’s part of your job. You also do the SEO. The newsletter things like that or some highlevel stuff for marketing directors VP of marketing this way you know enough about Google ads you can evaluate your team. You know what’s going on in the industry and uh it can help you hire an agency or evaluate the agency you have maybe it’s time for a new one if they’re very out of date and also we’ll do some beginner stuff for DIY business owners uh beginners. If you’re new to PPC I’ll. I’ll make sure to cover the very Basics a little bit as well. So PPC management what changed and what didn’t as far as changing things. I I want to take a step back and the things that really haven’t changed.The marketing psychology still applies the foundations of marketing still apply. This is going back to marketing 101. It’s been the same for 50 years or more when you’re planning a marketing campaign or an advertising campaign. You still you research competitors your target market. You plan out what’s your ad messaging. How is it different. How are you convincing people to buy your product or service you implement it. Whatever that is from all the way from newspapers to radio to Google ads to whatever comes in the future and then you optimize it based on the data. You have. That’s that’s still the same. It doesn’t really matter what the technology is and and remember that going forward into new technology that will help quite a bit so being an expert. Marketer gives you a large advantage to succeed on any platform. No matter what platform or what year. It is the foundations of marketing marketing psychology still apply moving forward so keep that in mind platforms are always changing. Marketing psychology has been the same because humans are the same uh sometimes hacks work. But I mean they’re they’re always temporary things change it might work for some people not for another. So I I I’d say don’t chase down. You know the latest hack that was a LinkedIn post last week or something. Like that so we do a lot of training and Audits and of course train our own team. People often ask for a quick fix and they’re really isn’t one there. There’s you know 100 Point checklist. There’s the foundations to keep in mind there. There’s so many other things that that’s the secret to long-term success. It’s not just one thing you can do that fixes everything see you translate the foundations of marketing into technology to stay up to date always I mean the marketing funnel. This is marketing 101 uh Bor this from SC Rush. Their blog won’t go into too much detail but you know the top of the funnel they’re discovering the product. There’s the desire they’re researching it evaluation. Maybe they’re doing one product or another they purchase and so on so keep the marketing funnel in mind. While you’re you’re doing all of your marketing.I won’t get too much into that and some psychology. This this is an old term reticular activation. You pay attention to what you’re currently wanting to find so an example of that you pay close attention to car ads when you’re actually shopping for a car. That’s that particular activation. Your your brain is filtering it because it’s important to you so remembering all this going into ads now translating it into something more technical. Here’s a Google ads example in search you’d be looking at your keywords. What’s the intent what ST of the funnel they at is it. Something specific is it a buying term is it top of the funnel remember that while you’re picking keywords and writing ads and doing landing pages another example uh for display ads. This is also in Google ads so a prominent placement. This would be placements targeting on a relevant website in front of your target market. They’re researching something. It’s the right type of people you can put banner ads on these blogs and on these forums that your Target demographic is on a lot of people forget about display uh but it can still be very relevant especially top of the funnel even bottom of the funnel uh not just for marketing so custom audience. For example it’s like remarketing but they haven’t been to your site so you can add auto bidding to people that are in the market for let’s say accounting software. They’ve done Google searches they’ve been to websites. I don’t care what site they’re currently on just follow them and know follow them with the banner ads based on their different searches and websites. They’ve been to and things like that so could be top of funnel middle or even bottom.So just keep that in mind as you’re building out your campaigns we have example one of our client. This is a B2B client. The display campaign. A lot of people don’t do this for lead generation or B2B. So it has a lot of volume and the CPC is much lower had a lot of conversions uh conversion rates a little bit lower because it’s so much volume but the cost per lead was significantly lower. This is a custom audience. We know people are searching the right terms and browsing the right website ites. It’s so much cheaper because it shows on a lot of random websites kind of like remarketing whereas search this is the most obvious one. This is people that are searching for exactly what this B2B service is. It’s $10 per click less conversions uh higher conversion rate because it’s bottom of the funnel. But because of that the the CPC is higher the cost per lead is higher and we have this connected to their CRM. We know that these display leads are high quality so that that’s just putting an every tool at your dispo at um putting using all the tools in Google to make sure that you’re doing top middle bottom a funnel and different combinations not necessarily just search. This also just to go on kind of side tangent Facebook same thing interest demographics for marketing. Tik tok’s very similar just kind of what target market are you going for what stage are they in what’s the ad communicating you translate the foundations of marketing into technology to stay up to date always Tik Tok kind of a new one. It didn’t exist years ago. Another new platform will pop up soon enough. We’ll be doing ads in virtual reality before you know it or hologram ads out in the open kind of like you see in the movies. What whatever it is don’t get so caught up on the technology think back to marketing 101 marketing funnel psychology of marketing and apply that to whatever new technology comes up so next switching into the technical stuff in PPC again. I’ll I’ll go high level. Uh very expert level for people that are currently running that and some beginner stuff. If you don’t know what any of this means so first off campaigns.There are more options we have performance Max now which if you’re not familiar that just combines every single type it has search shopping YouTube display. It just does all of them in one campaign and rotates it through depending on what’s working this works well for e-commerce not so much for lead generation uh if it makes sense to show everywhere. Maybe it’s fashion or it’s health or supplements. Something like that. You don’t really care if it’s on YouTube or you know maybe Gmail uh you know or like demand gen’s kind of the same thing. It shows in a lot of different places. They might be doing a search. They it might be a banner ad it might be YouTube a lot of touch points.
- It doesn’t really matter that can work if it’s something extremely specific you’ll probably still stick to search don’t use performance Max just because it’s new and and Google says to use it. It’s. It’s not a good fit something with demand gen kind of a similar higher level. To that uh search can make a lot more sense for these so what didn’t change with campaigns. While You’re Building these out you still think of the marketing funnel marketing foundations marketing psychology all of that while you’re building. What should you you do a lot of times it might just be search or it might be display or search with a little bit of remarketing. You don’t necessarily have to go into the the newest thing being demand gen or performance. Max or other things will come up but you still have to go back to the basics of marketing so there’s still standard search people just go on Google type a keyword see your ad. It’s still there it works very well standard shopping same thing they search but they see a picture and they click on it. Display is a great option uh similar audiences has changed kind of going into demand gen. It’s not quite what it was but very similar same thing with YouTube and video. They have more options but it’s pretty much the same Dynamic search uh kind of pulling keywords from what’s on your website.A lot of these options didn’t change and we use them they’re very effective as far as ad groups uh what change you don’t really need to split these nearly as much uh. Because keywords match a lot broader. You you don’t need hundreds of AD groups and hundreds of keywords. I mean what didn’t change still think the foundations of marketing you still group your keywords by theme match those to the ads match ads to the keywords and match the ads to the landing page. This is going to cover your quality score not that it’s the most important thing in the campaign but it’s something to keep in mind. It’s increase your conversion rates and your profits. Those are the most important things by far and it helps you set up and optimize accounts to be highly efficient and profitable so you still group them together. You just don’t need hundreds of AD groups for every possible variation. There is that’s that’s change uh for beginners. It’s organized you have the campaign and then you have ad groups within there and then you have keywords grouped together and then each ad can and match a uh keyword to be more relevant go to a more relevant page.So you group like example running shoes all the keywords in that add group for running shoes. The ad says running shoes and it goes to the running shoes page you have another one for hiking boots. All the keywords are group together. The ad says hiking boots and it goes to the hiking boots page that’s what I mean by segmenting it uh for for beginners. So the setup you want to avoid excessive ad groups don’t over segment uh. Other thing I I can’t believe I still have have to say this honestly uh avoid single keyword. Ad groups also called scags. This is very. It was outdated about five years ago. It’s very very outdated. Please don’t use it ignore that YouTube video that says skags or the way because of how keywords match. Now you can’t have one keyword. It’s going to do plurals. It’s G to do misspellings. It’s G to do variations past tense. This this is very dead please don’t use it anymore uh keywords so what changed keywords m match to a lot wider range of Search terms even exact match and phrase match.They’re not exact and they’re not phrase. They’re a new version that shows a lot of variations. A lot of themes. Even phrase match looks kind of like the old broad match so keep that in mind with your keywords. It’s going to match to a lot of other variations. Broad match modifier is actually gone years ago. I just want to mention this if you see a really old account uh or or please don’t do this anymore if you’re managing it. So you want to replace these these these keywords that had the plus symbols in front of it. It it was a different match type. They got rid of those years ago so if you’re taking over an old account or something like that uh get rid of the ones with the plus signs in them but as far as you know what didn’t change remember the marketing funnel stage. They’re in the intent why are they searching that keyword and what should the ABS Say and What should the landing page say to make it relevant to make sure that uh it’s it’s the right thing at the right time. So people can make the purchase again just repeating these over and over because these have been the same even with new technology so another thing that didn’t change people search the same.Uh we we have a different YouTube video on our YouTube channel that covers this in depth. But people will search a couple different ways. They use the exact keyword exactly the way it is so employment law attorney in Houston. There’s no question on intent. That’s what they want. They also search what they think it’s called wrongful termination attorney near me wrongful termination isn’t an area of law that’s employment law people people do this with health. They do this with software. They do this with Home Services. They call what they think it’s called so you need to keep that in mind not justar not necessarily the exact technical term but also what people search and there’s also related searches.If you have a bigger budget or you can test experiment with this you can do other things again. This is an attorney example what can I do for a wrongful ter Min ation what are the laws for this or that it it. They probably need an attorney but again you need some budget to test that maybe do some Auto biding. Uh you know different different longtail keywords and variations. You don’t always do that but people generally search those three ways or they’ll do exactly what it is AC repair company near me and a problem solution type of thing or a symptom. You know the AC is blowing hot air or how do I do a treatment for this or uh. The dishwasher is leaking how do I fix it. That’s probably appliance repair. We do a lot of Home Service lead generation so that’s where I’m getting these examples. There’s exactly what it is which is fine AC repair company near me or the AC’s blowing hot air or something’s leaking they’re searching for. They do a symptom. Not necessarily the exact thing that it is and and that has stayed the same and keep that in mind when you’re building out your campaigns so broad match it.
- It has. It’s become broader so example sorry got got cut off a little bit running sheet. If you put that in as a broad match it will match more so the theme the idea and you’ll get it wrong a lot. It’ll do blue running shoes best shoes for jogging how to measure shoe size shoe store near me to Google. That’s all that’s running shoes that’s shoes that’s related uh make sure to stay on top of your negatives. Google messes up a lot. It will match to crazy things like are they making a third Blade Runner movie. It has runner in it. You did running shoes that’s relevant right no Google. That’s about a movie. That’s it’s a great movie. I don’t know if they’re making a third one go to Reddit. But it’s not running shoes.So Google broad match is very broad match keep that in mind when you’re testing it. So uh already covered that typically you’ll test broad match with auto bidding. And if there’s a lot of different Search terms that would be relevant that would work you can test it a lot of Industries. Though you’ll still use phrase an exact match. The broad match is too broad. Uh I used attorneys in that example example if it’s a smaller budget you can stick to phrase and exact if it’s software or very specific things. You you probably won’t do broad match because it cast a very very wide net and a lot of Industries that’s not going to be relevant. It’s going to waste money so a couple of examples best broad match keywords to use again. We we do a lot of Home Services. Plumbing apply plumbing repair service that will match to to leaking faucets and this and that and the other the intent still the same you can run broad match real estate uh supplements car insurance quote there’s a thousand different ways to say that auto repair shop interestingly. Enough. This is more advanced and it’s experimental a competitor’s name as a broad match will show for them other competitors and other related terms. It’s interesting to see putting in Broad match and see what Google does with it when you drop that in so these are experimental if there’s a lot of variations that’s great when there’s not a lot of variations it needs to be very very specific don’t use broad match. If you do 2017 Honda Accord tires for sale as a broad match. It’s going to match Honda Civic. It’s going to match Ford F150 where to buy used tires. How what’s the right tire to buy for this car. It’ll go all over the place. These need to be uh same thing with with real estate.If it’s specific or a combination for Home Services plumber for sewer line repair that’s a very expensive very uh specific job so that would be in a separate ad group with a separate ad that that mentions sewer line phraser exact uh same thing with shoes or or or whatever you need something very specific that has a specific ad that goes to a specific page you’re not going to do the broad Match test in that case uh monitoring these and testing them you can put them in the same ad group as other match types. Sometimes you’ll put them in a separate campaign with only broad match. So you can keep the budget in check and it doesn’t Criss-Cross with stuff that’s already working. But you want to monitor your. Search terms reports very closely. They are experimental even with automation it shows for a lot of garbage. It isn’t relevant and waste money uh also. Dynamic search ads is like broad broad. Match uh one of our clients. It’s it’s B2B lead generation. We have Dynamic search and uh just regular keywords broad match. Phrase exact the dynamic. If you have a larger budget. It can catch uh a lot of longtail keywords a lot of variations when there’s hundreds of combinations. It can get you more volume. In this case. Lower CPC way more leads lower CPA uh but we’re still running search. These are both on automation we like okay Dynamic search catch hundreds and hundreds of keyword variations whereas the more specific one can catch more of the category. The theme things like that so Dynamic search can be broad broad match if you have uh the budget to test that but I I wouldn’t test it until you’ve exhausted phrase and exact and Broad. Uh. It’s it it’ll match for a very wide range of keywords and this uh campaign has been running for years with hundreds of negative keywords.So I wouldn’t just drop that in uh day one that’s a bad idea. Also on that note it what didn’t change you need to add negative keywords regularly uh with automation. It it might eventually stop showing for an irrelevant term probably after it spent a considerable amount of money. On a search term. You knew was irrelevant from the beginning uh so you know adding keywords in advance can be helpful. A lot of people think well there’s automation. It won’t show for irrelevant terms it will and it’ll spend a lot of money. The automation doesn’t know the difference so adding negatives that’s the same as it’s always been you do weekly twice a week. Whatever. It’s it’s part of your checklist. Uh also some tips to make it faster use a shared negatives list if you have a lot of different keywords uh add negatives in advance. This is by doing negative keyword research just do your regular keyword research but keep a separate tab in Excel or whatever you use for negative keywords. Do a Google search. See what it suggests put in the ones that don’t make any sense and keep an ongoing commonly. Ed negative list in your agency or in your company so you have this really long Excel for free and uh job postings and salary and TV show all this stuff that comes up a lot that usually isn’t relevant you could just keep a long list so you have a jump start with all your campaigns. Also don’t add the Search terms over and over I see people do this.They go go into Search terms check the box check check check add as negative keyword you can see here uh. This is an appliance repair example. May tag mayag mayag mayag that’s a brand just add mayag once and add it to your list and it’ll stop showing when you check the box you’re going to do this hundreds of times for all eternity. Just just add add one word um. Uh phrase match negative keywords so you don’t have to check the box forever and make your negatives a lot faster and never show for any single possible search term that contains May tag. Let’s say if you don’t work on that specific brand or if it says Dallas but you’re located in Houston just block the word Dallas and it’ll block every single thing that contains Dallas forever saves you a lot of time. Also uh interesting trick for Search terms you can add a keyword column and it’ll show you which keyword triggered the search term. So you can see if you have a broad match or a phrase match which one is causing problems. You have the search term but which keyword triggered that search term definitely add that it’s not a default uh and for local campaigns. If you’re not if you don’t live in the city just pull up a map and let’s say you service you know for for Home Services or whatever it is auto repair. If you service a certain area. You can manually add the keywords even if you’re targeting. That radius still add the keywords for other things like you have Houston but not Jersey Village not Cloverfield not Pasadena or zip code codes or whatever manually add those as negative keywords that happens a lot in local search.Uh ads we know it switch to responsive search ads. Not the extended text ads that’s uh the old way for those people that don’t know the rsa’s automatically rotate headlines and descriptions to pick the best combination. So you can’t do the AB testing you used to but still remember marketing foundations. Uh you know you’re still group keywords by theme match the keywords to the ads match. The ad to the landing page all that is still relevant you just you have a different technical ad to work with now remember. This was the old one you put in headline one. It was headline one now you put in a bunch of headlines and it rotates through the order same thing with description. There is a pin button if you want to pin it and say put this in position. One always you don’t have to do that. Uh also add strength don’t become obsessed with this you need to focus on conversion sales profit not getting an ad strength up. It’s it’s not that important um to hit all the checkboxes could kind of like optimization score. Other things I mean don’t ignore it but don’t rewrite your ads to get a perfect score. If you write a horrible ad that doesn’t make any sense as far as ads uh. The ad copy breath practices still apply um you you’re still going to use keywords in your headlines and descriptions use a good call to action. Review. Your competitors see what they’re doing make sure your ad stands out clearly Define how you’re different no matter what ad format Google uses. These still apply so headlines you’ll usually start with a keyword or a selling point like best running shoes. Fast Appliance Repair personal injury attorney. You can pin the first headline if you want or if there’s some kind of legal or compliance thing uh you don’t have to pin them. Though descriptions. It’s usually longer selling points and a call to action that don’t quite fit in a headline so licensed bonded and insured former prosecutor for attorneys locally owned and operated a plus Better Business Bureau we Grant guarantee our work for 3 years something like that that would go in a description that still applies even though they really shook up how ads are written display. URL don’t forget about this. It’s still the same you can put keywords in. There doesn’t have to be a real URL uh and then for testing different ad copy. I mean this has been the same you can test question answer problem solution you’ve probably seen this hurt in a car accident. ABC Law Firm can help whatever ad format Google has. This is still a good one to use or you can test ad copy that qualifies your company number one AC repair in Houston. We beat any price 30 years of experience or you can test ad copy that speaks to the individual. Not all about you. We fix your AC fast get your quote free quote. Now you deserve a properly cooled home. We can fix your AC today and save you money that ad is highly charged with you. It’s got the emotional thing you deserve it. You get a free quote we fix your AC fast that has um that has urgency. It’s it’s hitting so many marketing one1 things talking to the individual because if your AC is not working and it’s 100 degrees. It’s it’s pretty brutal it. It becomes an emotional thing uh highlight local when it’s relevant. Houston locally owned and operated something like that that that can be relevant uh.
- The other thing use the correct terminology for people that are advertising in multiple countries. Uh there there’s different nuances like Travelers in the US call it a vacation not a holiday. So if you have an international team you wouldn’t say book your holiday today and in the US that means book Christmas that doesn’t make a lot of sense you’d want to use vacation uh or if you’re advertising in in multiple regions make sure to use the the local terms or have it translated if necessary. It’ll really stand out in an ad otherwise in in a bad way. So at extensions uh they are called Assets. Now Okay that’s not the only change um seems like that’s all they did. They just changed the name for some reason. Uh add extensions are now called ad assets. They have more options. They still have the site links and things like that but uh they have the image ones and other things you still want to fill out all your site links. All your call outs structured Snippets as many things as you possibly can to to take up more space uh the other thing one one. One thing that did change actually. I do want to point out most likely. You’ll turn off autocreated assets for comp performance and compliance issues. When Google just makes ads and and site links. They’re usually bad or. They don’t make sense so you’ll want to turn this off inside your account. I don’t have time to cover it but you can just Google it. It’s buried way in the back.Usually you don’t want autocreated things um conversion rate optimization. I mean what changes the ad formats the keywords they’re matching the the campaign options but conversion rate optimization has been the same for years. You still think about the marketing funnels. The psychology and the flow is the same you think about your keywords you’re picking or your placements that match to the ad that match to the page that are all optimized for for a good experience and more likely to convert uh. Also just quick note don’t forget about Bing ads now called Microsoft advertising. Uh after you import it from Google optimize it independently though do not do the Auto Import that just wipes it because it’s going to perform differently. But the interface is pretty much the same as Google. They they mirror it uh. There’s still search engines bang Yahoo AOL DuckDuckGo. All the little guys are over there. It’s usually way cheaper. It’s very simple to just jump into Microsoft ads. If you’re already doing Google ads.A lot of your competitors won’t be there so just quick mention for them okay so a ton of technical stuff sorry for the Sprint uh we do have a Q&A um if you if I want a little little too. Fast. Google suggestions ignore most of it um. They they’ve never been all that good to be blunt uh. Now. I think they’re the worst they’ve ever been. Most of the stuff in the account is junk optimization score is somewhat new. It’s useless. It goes up if you increase your budget. I don’t know what else to say. It’s just ignore that auto apply recommendations terrible idea. It’s going to add keywords. You didn’t approve or see and it’s going to write ads that or drop in ads and put them live that you didn’t approve major compliance issues. Major Performance issues Google is emailing and calling like crazy. This is an awful awful idea that’s a strong opinion but I want to be blunt as a professional don’t do either one of these. They’re terrible ad strength uh I it’s not that bad don’t trade your convergence for an ad strength. Don’t write a strange ad to have a higher ad strength focused on conversions and Profit. The most important thing don’t obsess over the ad strength calls from Google reps. Uh I did want to mention this. Uh there are good Google reps and there’s a lot of bad.Google reps uh often. They’ll advise you to enable auto apply recommendations and increase your optimization score and spend more money the same pop-ups that are in the account. They just call you multiple times per day and email you and email your clients to tell you to do that they receive bonuses. If you apply these things not it doesn’t really have anything to do with account per performance. They just want their bonus and just do what’s best for your account. Not necessarily what a Google rep said I know there are good Google reps that are very knowledgeable and highly trained with years of experience. There are a lot of bad Google reps that are a thirdparty call center. They don’t even actually work at Google and they’re borderline harassing people with constant calls to Auto. Apply recommendations which I mentioned is a terrible idea do not do it. So there’s good Google reps and there’s bad Google reps just take it with a grain of salt. A lot of them aren’t don’t have your best interest in mind.So the new account structure that works I wanted to go over this you’re going to do a lot less campaigns and AD groups than you used to you. You don’t have hundreds of AD groups and maybe thousands of keywords with the plural variations and all these other things. The automation does actually do a lot better job than it used to for finding all the different combinations. Uh you no longer need a wide range of keywords. You might do 10 or 20 keywords in an ad group. Not a hundred you you don’t need all these different variations. So large e-commerce accounts can run standard search or standard shopping uh and performance. Max all at once to test. I don’t recommend uh performance Max for lead genen a lot of lead quality issues. If you connect it to your CRM to feedb good leads. I mean maybe but performance. Max is usually for e-commerce uh if that typically don’t launch a new account with performance Max. Only uh it needs. It needs a lot of performance data to work so the PBC manager checklist as far as the daytoday uh for optimizing campaigns.This this has changed uh as far as what to go over is is with automation you’re going to constantly check it to make sure it’s doing what it should be doing and uh do changes to keep it on track and guide it or if you’re doing manual optimization manual CPC. It’s the same as it was you adjust the bids a little bit change up your ads but you have to keep an eye on the automation just like with the factory. There’s still humans working in it. They don’t just turn on the machines and leave for a month. Somebody has to watch all the machines to make sure they’re doing what they should be doing. So you’re always going to be proactive not just reactive with many automation problems as far as spending money on a bad keyword or an ad that doesn’t work you can easily see them coming way before they waste a bunch of money so with automation a lot of times you’re just checking it. There’s not necessarily an action to do you just just want to make sure it’s on track. So uh this we have a very long checklist in Excel I kind of cut and paste some some uh things in there from our agency that our our people do this is some of these are weekly. Some of these are three times a week. You know check check the budget pacing you need to adjust the daily spin check. All the volume on here does. It look good check the ad group performance check. The Search terms did you add negatives or check. The Search terms are there new keyword ideas things that are popping up that you could add split and add group doing new um campaign check. The keyword performance do you need adjust the bids if you’re doing manual pause some keywords that are just spending too much and not working check the ads. It’s. It’s we probably have about 50 on here. It’s just constantly checking yes or no a lot of times. It’s just a check. It’s on. It’s on point keywords are good.
- Everything’s working conversions are good next box but even with automation you can check and say okay. That’s way off I need to dig in that. Keyword makes no sense need negatives need to rewrite this ad your constantly checking automation not necessarily constantly making changes like it used to be so speaking of that best. Bidding strategies for your budget. You’ll usually start with manual CPC to gather the data. Uh you may have to stay there longer for small budgets or even forever with a really really small budget 500 to ,000 a month. Google just won’t have enough data for automation to kick in and to work a lot of people do Max clicks. At the beginning. I don’t like Max imiz clicks because it might lean into something that gets a ton of clicks. But it’s kind of a worthless keyword or search term I I like manual so you can turn the dials uh and and gather that data and then hand it over to automation. Sometimes you can start with automation but manual CPC is a little bit safer especially with a brand new account with automation. You typically need at least 30 conversions in within 30 days for auto bidding to work best and that’s where to start working working that’s kind of a minimum so uh something to keep in mind typically when you do switch to automation or if you’re starting with automation.You could just do maximize conversions to get a lot more conversions. Uh you can add a Target CPA or a Target row as return on ad spend later a lot of times if you do it too soon. It’s too rest restrictive say I want a $20 cost per lead or or CPA cost for acquisition. You know $20. It might be too restrictive. You need to let it gather some conversions test keywords test. Search terms test all these other things first or Target row as you know I want 500% row as if you launch that in the beginning it may be too aggressive and you just can’t get it to work at all so a lot of times it’ll be maximized. Conversions first you probably won’t like the CPA and the Raz but let it gather data and then you can put a more restrictive number on it uh from there so troubleshooting auto bidding uh. If always work perfectly.There there wouldn’t be a need for professionals. Everyone would just turn on maximize conversions or Target Ras and never look at the account ever again but we all know that doesn’t work um a lot of times when you turn on maximize conversions. It does not maximize conversions or Target CPA or Target Raz is nowhere near the number you set it so as far as looking at it. This. This is one of our lead generation clients is primarily what we do so. You have the target CPA. Here’s what we set it for. We’ve got a 70. It’s getting plenty of volume clicks click. The rates good a lot of conversions. Conversion rates good set it to 70. It’s getting 60 so it’s like okay that’s good impression share uh. It’s not bad. There’s a lot more room uh search top impression share which means top four positions not bad absolute. Top means number one 23 okay. That’s not bad. You look at 60 was the target row or Target CPA. We’re at 48.So there’s some. It’s under 65 45 70 44. So there’s some wiggle room there or we could even be more aggressive because it’s it’s hitting a lower number that we even targeted this one we set for 60. It’s at 76. Uh by the way this client. They’re uh $60 is the goal that’s what they’re aiming for. So. This one’s a little bit off so we might want to check the ads. The keywords we set it to 60. It’s not hitting 60 what’s causing that do we need to set it higher it’s it’s just not a reasonable number for these keywords. Uh kind of what’s what’s the problem there so we turn turn automation up and down and then Watch. What Happens. Most of these are on point but this would be one to really dig into do. We need to set it to 80 do we need to do 90 to give give some uh some more data kind of what what should we do with that one. That’s what I mean by adjusting it and then watching their results uh if you’re not getting enough. Impressions or clicks at all you might have too aggressive of a Target CPA or Target row as you’d want to increase your. CPA put it a lot higher or lower your row as maybe 100% row as or 50% row.As let it spend the money and gather data because it it can work in 2024. It’s not like it was many years ago where automation was was pretty terrible and manual was better you need or you might even switch back to maximize conversions. Just let it get some conversions and build up data. When maximize conversions doesn’t work. It may not have enough conversions to figure this out at all. Swit back to manual especially with a new account extremely high cpcs. This can happen uh if you have a 300 $ CPC and you have a $100 Target CPA uh. That’s that’s smart bidding being stupid uh so you’d want to add portfolio bidding. This allows you to do a Target CPA and a Max CPC at the same time so you can say I’ll bid $20 per click. My target CPA is $100 that gives you enough wiggle room because sometimes it’ll randomly spend three or $400 on one click which doesn’t make any sense you need more conversions. You can increase the target CPA reduce your as with portfolio bidding that would increase your CPC increase. The T or Max CPC increase your CPA give. It some more wiggle room test this give it more budget um so that be a way to automate that as far as the new AB testing of ads. Typically you you’ll just test one responsive search ads you don’t need to max out all the headlines and descriptions or write a ridiculous ad your ad strength. Uh you can test two but you need a lot of volume to do this and they kind of need different themes. Maybe one focused on pricing and discounts the other one on quality or how quick.They are 247 something else. If they’re exactly the same. That’s just too many headlines to rotate through. Uh so this is what I mean by headlines. Kind of these ones maybe one of them’s the most important the other one can rotate and it’ll put it over. Here. It’ll give you a preview of how it it might look. So you can get an idea of what exactly you’re writing and then of course you can pin it to a different position.
- If you want you don’t have to so in conclusion uh even with with Automation and Ai and just the the new technology you still need trained experts to frequently optimize and and monitor all of your advertising campaigns to keep them profitable. I mean that’s Google kind of sells it that you know the marketing automation it it just works you turn on your maximized conversions and it will maximize conversions or you see the popups in your account. It will say you know if if you switch to Target CPA you’ll get more conversions at the Target goal. But we’ve seen a lot of times it just. It won’t do that it won’t hit your target CPA. Uh it won’t hit your target row as or if you do maximize conversions. It’s not getting a good amount of conversions anyway and the CPC is extremely high. The CPA is extremely high kind of it. It’s very confusing the way they word it in that you know if you maximize conversions. It will automatically maximize conversions and just solve all your problems in life life where a lot of times we see. Max conversions won’t work and and that’s that’s what I was really referencing the the marketing foundations and marketing psychology still apply you you want to make sure those are you think about the marketing funnel when you’re thinking about your keywords. Whether you’re doing broad match or phrase match or or maybe you’re doing display kind of what what’s the intent of that keyword. You know why is someone searching that and then even with the new responsive search ads you know maybe you write six seven eight headlines. Those headlines need to speak to that keyword. I mean Google’s going to rotate them automatically uh if if you don’t pin them. But you’ll make sure whatever keyword we search. Ideally. It’s in the headline and it still makes sense because think about if you wrote eight different headlines. All the different combinations that show up do they still line up.Uh you’ll you’ll probably do uh multiple calls per action. In case it does stack up or uh calls to action in your description to make sure they’re not missed entirely or uh free shipping free consultation. Something extremely important you’ll make sure that you don’t miss that and put in multiple headlines multiple descriptions but even with that you you’d want to think about the psychology behind it why is someone searching. This is this is there urgency behind. It is there there an emotional thing. What type of language do you want to use do you want to use the personal language we went over. It’s all about you uh would. We have clients that are also uh counseling services. This is a very personal very emotional thing. So we keep that in mind even though Google has changed the ad format uh with with counseling services for example um. That’s a very personal thing. So the way you write that ad copy don’t just think about you know keywords and quality score and AD strength and and uh you know have a have a good CTA and all that stuff still think about why is somebody searching that you know they’re in need. They need your service why would they go with your service over somebody else’s and and think about that writing that in the ad and then when they click on it and go to the landing page they they need a solution that particular one’s a very emotional problem whereas um and that’s why they’re searching so keep that in mind even technology changes or appliance repair or uh other Home Services AC repair. That’s typically urgent so you would focus on you know maybe it’s 247 same day service.You know or uh you want it at a at a reasonable rate. You can put a coupon in there 50 $50 off for new for new um clients or something like that. So all this psychology you just translate it into the new technology regardless of or if you’re going into placements or for display campaigns if you’re doing YouTube remember that shows right before videos so it grabs people’s attention. Uh all all that still applies and I think that’s the a big takeaway to keep that in mind while you go into new technology and and the new formats of everything that’s really not going to change uh so as far as where you can find us Falcon digital marketing.com. That’s our Ad Agency uh for hiring us to manage everything for you the YouTube channel. Uh also on X uh you can follow us there. That’s all our education online. Advertising Academy on YouTube has all our training videos uh stuff. Like this we posted on YouTube and you can follow us there. Awesome well thank you so much uh for such a technical talk um definitely High attendance today. So we’ve been getting a lot of good feedback.So. I’m going to start with um a question so because you’ve run an agency and I know that you take over a lot of accounts so a lot of the times. It’s somebody who’s looking for just an expert to manage because of all the technical content that you put out what do you do if you take over an account and you open up the ad group and you see 1300 keywords. Cuz I audited something like that yesterday um and it was performing so I would love to know your approach when you take over an account as the expert. So there there’s a couple of things to look at you said it’s performing correct so when you take over an account that’s performing even though the setup as a professional you you might just want to scream. Like there’s a horrible setup. You need to slowly transition out of those 1300 or or whatever keywords maybe pick the top 10. It’s probably not over a thousand keywords are getting a lot of volume. It’s probably 10 or 20 are your top performers. You might leave those in there. A lot of times we’ve seen poorly written ads but they work extremely well so it’s like I’m not going to immediately write that I don’t like that ad at all. But it works and it has six months of performance data. So we’re going to slowly transition into this is a better ad copy makes more sense. Uh we’re going to transition those keywords. Only a lot of times PPC professionals even experts. I’ve I’ve made that mistake in the past pause and delete everything here’s the right way to do it. I’m the expert you’re GNA have brand new campaigns with Zero Performance data keywords ads zero and you have a shock especially big clients. It’s say I haven’t gotten a phone call in three days. It’s like whoa hold on. We have new campaigns. They need to build up their quality score and this that and the other don’t do that build build and and rebuild inside of what’s already working and slowly transition it. Because it’s a bad setup. It it will fade out and you can start pausing. Keywords start rewriting ads but but transition don’t don’t gut the whole account the first day and spend two weeks redoing it. The client will will flip out I have made that mistake in the past um well. I think the good part is we definitely agree there. I’m also a slow role when it comes to taking over accounts that are performing um.But I’m going to go with something where you and I sort of vary and so I highlighted this um. So the you you kind of joked about um adding keywords hundreds of a times with for eternity by clicking the box when you’re adding negatives. I’m a box clicker in negative Adder. So I’d like you to talk a little bit about that um so from my perspective. The reason I do that is I feel like that’s the exact query that someone typed in and because of the way that the broad and free match an exact match which I use less often work in search negative lists and I’m really really fresh in my mind on this because I’m writing an article about it right now um. I tend to feel like because that’s the actual thing that somebody typed in I add the box and then I add it a million times because I get that exact query string so I would love to hear your approach to that if you feel like phrase is working for you not working for you home. If you think I’m just wasting my time because I’m certainly doing that um I I think when you see it repeat over and over I I do to to be blunt. I don’t know how else to talk sorry if that’s offensive it it. It is a waste of time because that example I gave was May tag. Let’s say that appliance repair company that’s kind of a weird example but uh they they don’t work on May tags for some reason and you have may tag appliance repair. May tag near me May tag not working May tag M tag make tag and you keep checking the Box box. You will do that forever um and the client might even complain. Like this is our fifth call for matag. We do not service those or or they keep searching Dallas when it’s not in Dallas. It’s in Houston. So it’s like that phrase exact would say block everything and anything forever that contains the word may tag that’s a safe way to do it. When I I didn’t have time to do everything I I could have talked for three hours when it’s perfectly safe to never show for something. It contains May tag in any way shape or form do phrase match but the exact one that is a cautious way to do that because it might be uh you know appliance repair for this. It’s like well. Do. I want to block that word and you wouldn’t block appliance repair and it’s like can I do a a phrase match and save some time it’s like no.I’m just going to check the box and add it right there. But if you’re 100% sure in those examples. Then yes out a one-word phrase. It will save you hundreds of of Bock checking hours. I’m I’m doing a lot of that and that happens a lot that’s common I I see it like the Dallas one. It’s like they’re not in Dallas add a one-word phrase. Now. It’s like no I’m going to check the box forever. It’s like we never want to show for Dallas No One’s Gonna search. I want appliance repair in Houston not Dallas. Like oh we should have shown for that like yeah yeah. No running to my accounts and changing my Approach right now when it’s safe to do that. I see it like free. That’s a common one oh block free. What if they give a free consultation true true very good so that’s that or or salary. It’s like well well double check that or jobs. It’s like are you sure. There’s nothing that contains that uh salary or jobs or free those are really common ones. It’s like really rack your brain if you’re not 100% don’t do the one-word phrase match free free is a good example yep.
- That’s a that’s a really because it matters in the context um and so then um the other one um that I found interesting your point of view on the maximize clicks that is another one. I will start out a lot of times maximize clicks and then move to the maximize conversions and it sounds like you start always is it always Auto you have just written off maximize clicks. Yeah I maximize clicks is going to lean into what gets the most clicks which I I would argue that that doesn’t really set you up for maximize conversions. It may have been something that you know maybe it’s a 40% clickthrough rate which a lot of times an extremely high click-through rate actually isn’t a celebration that’s something to troubleshoot or an 80% clickthrough rate. It’s like that’s that’s too good to be true um so when you see those extremely high numbers. Uh I I’ve seen it make mistakes to where it’s maybe a competitor and it shows for the top and the CPC goes really high 70% CTR and it just bombards it. It’s like that didn’t give you good data to switch to Max conversions and if you’re not watching that extremely closely which a lot of PPC people don’t do anymore because of automation that that’s kind of a flaw. Then it’s going to lean into something that just got clicks whereas manual you control everything. It’s like okay. I like it. I’m going to turn it over to automation now. But I mean that that’s not as strong of opinion. I I do feel like people do maximize clicks to maximize conversions and it works. So I won’t.I won’t lean on that too hard. I just at our agency. We prefer manual uh. I I think monum said the same thing when he did his December one I’ve seen a lot of his. He’s really good H he he does manual to automated uh but some people do Max clicks to Max conversions not necessarily a bad thing that’s just my opinion on that yeah. No absolutely and I think too like the context so coming from Big agency. You know big budgets is much much different than dealing with the day-to-day you know small and midsize business. I think that context is absolutely um helpful um so we actually do have a comment coming from Linked. In from Bri corz so ahead of display being sunset in 2024. Do you have any suggestions to replace that um ad type and best practices for display gen to replace um and actually that’s a good question. Given you did have receipts on a really good display with targeting uh. I mean you use it until the day it’s gone. You know it’ll Sunset it for a very very long time and then often they’ll they’ll transition into something where the principle is is the same. If if you were doing a lot of display um that also uh YouTube is very similar. The video ads their targeting their custom audiences you can shift it over there and in that screenshot that we had we actually had this the same custom audience running in YouTube. Uh I just could do a giant screenshot and that wasn’t the point I was trying to make anyway um.You could transition into that you could test it over in performance. Max you could roll it into demand gen and you kind of have okay. This was uh a particular display thing that’s no longer around kind of like the similar lookalike that whole mess it’s like maybe years ago you did have that it’s like you have some data translate it to whatever new thing they rolled it into uh and like display has has changed quite a bit and they’re rolling other things. Dynamic search supposedly is going away but until the second it does we’re going to keep running it um and then take that data and kind of manipulate it into whatever new thing Google rolled out and you might test it and it doesn’t work anymore. So it’s like well. That idea is kind of dead uh. I need a new one so that’s with display or performance Max supposedly swallowing up Dynamic search. Maybe you kind of take the data you have and then translate it into the newer version. It’d be more likely to work because you kind of have performance history let kind of like with performance max. If you launch it way later it will borrow search uh search display shopping remarketing existing data and then roll that into like an account that’s been around for three years. It’s not the same thing but it it. It borrows the the data yeah. No that absolutely makes sense and I feel like um. One thing I was thinking about sort of off of this but when you were talking about the portfolio bidding strategies. I think that could be similar in how it um leverages the data from all those campaigns.I almost feel like that could be an entire presentation and webinar um because it people aren’t using that as often um and there are some there’s definitely some confusion around that also yeah and that’d be a starting point for performance. Max performance Max doesn’t focus on that but you give it signals it’s like well. I have let’s say I used a custom audience for years and then they get rid of that and display. It’s like well let me make that a signal to Performance Max and it’s more likely to to work or or demand gen or whatever else comes out in six months. It’s kind of a a starting point or you can. I know this isn’t about it but you can kind of test that over in in Linked. In ads or Facebook ads or Tik Tok ads it’s just kind of taking uh an educated guest to jump in into new technology yeah. Yeah and I do appreciate how you’re able to take what’s known as successful in Google and move that over to the social platforms I know we talk a lot about how the two should be working together and that’s a perfect perfect example of such um. So um. This will be sort of a silly question um.But I did it was part of the presentation so Bing ads versus Microsoft. Advertising would you consider saying Bing ads as you know agree just to saying AdWords. I don’t think as many people know um in a lot of clients reports. We didn’t change them because it confused the client. So I I mean I think saying Google AdWords is an immediate like I have no idea what I’m talking about uh but being I say Microsoft being ads I say being ads. I say a lot of times I’ll say Microsoft ads and there’s this blank face. It’s like Bing ads Bing ads. It’s like oh right yeah. You know it just that was a quick mention. I actually threw that in this morning uh it’s an easy win import it and you’re already doing it. The interface looks the same even with professionals that say well. I don’t know Bing. It’s like or Microsoft ads.It’s like it looks the same same process just import it and then optimize it separately don’t do the Auto Import with the schedule but um Call It. Whatever it doesn’t really matter so what are your thoughts um because I learned on Tik Tok not on Tik Tok on Twitter today or X or whatever they call it exactly yeah right same same confusion. I just don’t want to call it um. X I learned that you speaking of Auto Import can autoimport your negatives from Google to bang on a schedule. What are your thoughts about that that specific one you. I think it says advance settings or something. It drops down that’s fine the auto schedule do the entire thing including pausing a keyword a new ad. It’s performing differently don’t do that Auto Import negatives yeah. That’s cool but check way way way way down and check that one box only um. That’s that’s fine we do that we have the shared negatives list. We’ll export it and import it because uh like I mentioned in the slide. We keep an ongoing one of hundreds and hundreds like if you know for a plumber or a car dealership like here’s common negatives to use kind of share it no that absolutely makes sense and I cannot believe that this went as fast as it did.
- I think this was a great filled with a lot of good technical information and so just a reminder for everyone that these webinars are sponsored by jumpfly clever programmatic and AD World Experience um so definitely something uh like I said we wouldn’t be here without our sponsors and then I’m just going to put up that last slide right here. So if you want to get in contact with Chris Falcon digital marketing um is his agency and you specialize a lot in Le genen but you’ve done every industry that anyone can think about and you sort of bring. All that knowledge to the table is there anything else you want to add with the last 30 seconds um. You can also connect with me on LinkedIn I I run my own LinkedIn so you can talk to me directly ask questions. Uh reach out you know check out our YouTube channel if you want or just contact the agency directly if you have questions about that and I thank you so much the paid search. Association for for having me on. This was a lot of fun and I hope I provided a lot of value to everyone yeah. No. It was absolutely awesome.