Summary of "4 Ways To Manage Bad Traffic (Episode 461)"

The Paid Search Podcast | A Weekly Podcast About Google Ads and Online Marketing
Host: Chris Schaefer, Certified Google Ads Specialist
Release Date: May 5, 2025

Introduction

In Episode 461 of The Paid Search Podcast, Chris Schaefer delves into effective strategies for managing unwanted or "bad" traffic within Google Ads accounts. The episode centers around listener questions, particularly focusing on advanced bidding strategies and handling unqualified search terms in niche industries.

Eric's Inquiry: Best Practices for Value-Based Bidding

Timestamp: [00:00 - 20:00]

Question Overview:
Eric, a seasoned Google Ads manager, seeks advice on implementing value-based bidding strategies in his campaigns. He details his setup, which includes a mix of purchase-based and non-purchase-based conversions, and asks for guidance on testing these conversion events effectively.

Chris's Response:
Chris begins by clarifying terminology, explaining that what Eric refers to as "value-based bidding" aligns with Google's "Target ROAS" (Return on Ad Spend) strategy. He emphasizes the importance of providing comprehensive conversion data to the Google Ads algorithm but also shares his evolved perspective on the challenges of this approach.

Notable Insights:

• Evolving Views on Value-Based Bidding:
  "In 2025, formally, you can get me on this podcast on record saying I considered value based bidding to be the gold standard of bidding because no longer are you just feeding Google flat conversion, conversion, conversion, conversion."
  (Timestamp: 09:30)

• Challenges with Algorithm Responsiveness:
  Chris highlights the unpredictability of the algorithm's response to adjustments in Target ROAS, likening it to "slapping a toddler's hand and saying no," which can lead to erratic bid behavior and unstable campaign performance.
  "It's like slapping a toddler's hand and saying no. It doesn't react the way that you would hope it react."
  (Timestamp: 11:45)

• Cautionary Approach:
  He advises marketers to proceed cautiously with value-based bidding, suggesting incremental changes and thorough testing to avoid negative impacts on ROAS and campaign stability.
  "I absolutely do not recommend that someone jump all in on value based bidding, assuming that it's significantly better than target cost per acquisition, target CPA."
  (Timestamp: 17:10)

Rob's Questions: Accessing Past Episodes & Managing Bad Traffic in a Niche Industry

Timestamp: [20:00 - 50:00]

a. Accessing Previous Episodes

Question Overview:
Rob inquires about accessing the first 100 episodes of the podcast, noting that platforms like Spotify only display episodes starting from number 101.

Chris's Response:
Chris informs Rob that the initial 100 episodes are no longer available individually, as they were sold as a package. However, he reassures listeners that the content covered in those episodes has been reiterated and expanded upon in subsequent episodes.
"There was a decision that was made years ago and those episodes were removed and sold as a package."
(Timestamp: 22:15)

b. Managing Bad Traffic in Pharmaceutical Fill and Finish Manufacturing

Question Overview:
Rob, operating in the highly specialized pharmaceutical fill and finish manufacturing sector, struggles with unqualified search terms despite using phrase match keywords. His campaign, with a monthly budget of approximately $45,000, suffers from irrelevant traffic and competitive keyword issues.

Chris's Response:
Chris outlines four primary strategies, supplemented by a bonus fifth tip, to tackle bad traffic in such specialized niches:

1. Implement Exact Match Keywords

   • Explanation: Transition problematic keywords from phrase to exact match to tighten search intent alignment and reduce irrelevant traffic.
   • Quote:
     "The first thing that I would do to combat this is change those keywords to exact match. It will improve the matching of those terms."
     (Timestamp: 26:30)

2. Expand Keyword Portfolio

   • Explanation: Introduce additional, more specific keywords to compensate for the reduced volume from exact matches. This includes exploring long-tail keywords and industry-specific terminology.
   • Quote:
     "Add more keywords to try and branch out from that shrinking of the campaign."
     (Timestamp: 28:45)

3. Avoid Loose or Generic Terms

   • Explanation: Steer clear of broad terms like "company," "services," or "equipment," which Google may interpret too flexibly, leading to irrelevant matches.
   • Quote:
     "Avoid these kind of wild card terms and try to use more concrete words."
     (Timestamp: 33:10)

4. Adjust Bidding Strategies

   • Explanation: Modify bids to control keyword performance. Both excessively high and low bids can lead to undesirable results, such as inflated CPCs or insufficient traffic.
   • Quote:
     "Very high uncontrolled bids could cause keywords to become superpowered and extend beyond their intended reach."
     (Timestamp: 38:50)

5. Bonus Tip: Narrow Targeting Parameters

   • Explanation: Refine audience targeting by excluding certain devices, limiting ad schedules, or specifying audiences to reduce exposure to unqualified traffic without altering the core keywords.
   • Quote:
     "Block certain device types completely. Limit the ad schedule... narrow your target without changing the keyword itself."
     (Timestamp: 42:20)

Additional Insights:

• Industry-Specific Challenges:
  Chris acknowledges the complexity of B2B lead generation, especially in specialized fields like pharmaceutical manufacturing, but emphasizes the high rewards once effective strategies are implemented.
  "It's a very difficult industry but it is highly rewarding because when you snap in those leads... it's phenomenal."
  (Timestamp: 34:15)

• Dynamic Search Ads (DSA) as a Tool:
  He suggests leveraging DSAs to discover new keyword opportunities by allowing Google to identify relevant search terms based on landing page content.
  "Dynamic search ads... could run something... fishing to see what you can find."
  (Timestamp: 30:05)

Conclusion

In this episode, Chris Schaefer provides comprehensive strategies for tackling bad traffic in Google Ads, particularly within niche industries. By advocating for exact match keywords, expanding and refining keyword lists, avoiding generic terms, adjusting bids judiciously, and narrowing targeting parameters, marketers can enhance the quality of their traffic and improve campaign performance. Chris underscores the importance of a cautious and methodical approach, especially when implementing advanced bidding strategies like target ROAS.

Final Quote:
"You need to test it piece by piece. I absolutely do not recommend that someone jump all in on value based bidding."
(Timestamp: 19:50)

For more detailed insights and strategies, listeners are encouraged to explore additional episodes of The Paid Search Podcast or visit Chris Schaefer's website for live coaching and Google Ads management services.