Podcast Summary: The Paid Search Podcast | Episode 443 - "5 New Tricks to Try in 2025"

Host: Chris Schaefer, Certified Google Ads Specialist
Release Date: December 30, 2024
Title: 5 New Tricks to Try in 2025

In Episode 443 of The Paid Search Podcast, host Chris Schaefer dives deep into innovative strategies for Google Ads and online marketing, presenting five actionable tricks for marketers to implement in 2025. Aimed at business owners, digital marketing agency professionals, and PPC freelancers, Chris provides detailed insights and practical steps to optimize ad campaigns and maximize ROI.

1. Implementing Broad Match Keywords in a Controlled Environment

Overview:
Chris begins by advocating for the strategic use of broad match keywords. While broad match can be risky due to its expansive nature, he emphasizes the importance of leveraging it within a controlled setting to uncover untapped traffic opportunities.

Key Insights:

• Controlled Experimentation: "You should always do it in a controlled environment." [05:30]
• Campaign Structure: Create a separate campaign with a lower budget and bids approximately 50% less than your main campaign.
• Keyword Selection: Focus on three to four-word generic keywords to minimize overlap with existing phrase and exact match keywords.

Action Steps:

1. Set Up a New Campaign: Allocate a distinct budget separate from your primary campaigns.
2. Adjust Bidding Strategy: Use "Max Clicks" bidding initially with reduced CPC bids.
3. Monitor and Analyze: Track the performance to identify new traffic sources and optimize accordingly.

2. Utilizing Targeted Audiences for Search Campaigns

Overview:
Expanding beyond traditional keyword targeting, Chris advises leveraging Google's pre-generated audience segments to refine ad targeting, ensuring ads reach users with specific interests related to your industry.

Key Insights:

• Audience Selection: "Choose something that is adjacent to your industry." [12:15]
• Bid Adjustments: Start bids 25% lower than your standard campaigns to test effectiveness.
• Combination Strategy: Ensure that the audience targeting works in tandem with relevant keywords for optimal results.

Action Steps:

1. Select Appropriate Audiences: Utilize in-market or affinity audiences relevant to your business.
2. Create a Dedicated Campaign: Target these audiences exclusively to assess their impact.
3. Optimize Bids and Budgets: Begin with conservative bids and adjust based on performance metrics.

3. Enhancing Reach with Remarketing Campaigns

Overview:
Remarketing remains a powerful tool for re-engaging previous visitors. Chris highlights the often-overlooked potential of remarketing, encouraging marketers to integrate it effectively into their strategies.

Key Insights:

• Consistency in Branding: "It's like an effective billboard campaign." [18:45]
• Budget Allocation: Allocate a modest daily budget (e.g., $5-$10) with low bids to maximize impressions without overspending.
• Audience Segmentation: Target specific visitor lists to tailor messaging and increase relevance.

Action Steps:

1. Set Up Remarketing Lists: Define visitor segments based on behavior and interactions.
2. Launch Display Campaigns: Use visually appealing ads to maintain brand presence among past visitors.
3. Monitor Performance: Evaluate engagement metrics to refine targeting and creative strategies.

4. Leveraging Dynamic Search Ads (DSA) Campaigns

Overview:
Dynamic Search Ads offer an automated approach to ad creation by dynamically generating ad copy and targeting based on your website’s content. Chris recommends integrating DSAs to capture a broader range of search queries.

Key Insights:

• Automation Benefits: "It's even more broad than broad match." [25:10]
• Budget and Bidding: Utilize low budgets and bids (50-75% of main campaigns) to control costs.
• Brand Protection: "Block all of your brand traffic as negative keywords." [27:50]

Action Steps:

1. Create a DSA Campaign: Enable dynamic ad groups that automatically generate relevant keywords from your landing pages.
2. Set Appropriate Budgets: Ensure DSAs operate within a confined budget to prevent overspending.
3. Exclude Brand Terms: Implement negative keywords to avoid unintended brand traffic and maintain campaign focus.

Bonus Tip: For campaigns with a solid conversion history, consider using a target CPA bidding strategy with DSAs. Chris suggests setting a more restrictive CPA (e.g., $100 instead of the usual $150) to drive cost-effective conversions while maintaining wide reach.

5. Executing Competitor Campaigns (The Shocking Trick)

Overview:
The final trick that caught many listeners by surprise involves targeting competitor brands directly. Chris outlines a nuanced approach to capturing leads from users actively researching competitors.

Key Insights:

• Strategic Targeting: "Target specific competitor search terms like 'Bob's AC reviews'" [35:20]
• Ad Copy Enhancements: Incorporate modifiers such as "price," "reviews," "alternatives," or "discount" to attract users in the decision-making phase.
• Bid Optimization: Higher bids may be necessary (e.g., $10-$12 CPC) due to competitive nature.

Action Steps:

1. Identify Competitors: List direct competitors relevant to your industry and region.
2. Create Targeted Keywords: Combine competitor names with specific terms like "reviews" or "pricing."
3. Develop Dedicated Ads: Craft compelling ad copy that highlights your unique selling propositions.
4. Monitor and Adjust: Continuously track performance and adjust bids to maximize visibility among competitor-driven searches.

Caveat:
Chris warns against targeting competitors' branded keywords without modifiers, as it can lead to inefficient spending with minimal returns.

Conclusion

Throughout Episode 443, Chris Schaefer provides a wealth of strategies tailored for 2025, emphasizing experimentation within controlled parameters to discover new growth avenues. From leveraging broad match keywords and targeted audiences to harnessing the power of remarketing, DSAs, and competitor campaigns, each trick is meticulously detailed with actionable steps and practical insights. By adopting these innovative tactics, marketers can stay ahead of the curve, optimize their Google Ads performance, and achieve superior online marketing results in the coming year.

Notable Quotes:

• "You should always do it in a controlled environment." [05:30]
• "Choose something that is adjacent to your industry." [12:15]
• "It's like an effective billboard campaign." [18:45]
• "It's even more broad than broad match." [25:10]
• "Target specific competitor search terms like 'Bob's AC reviews'" [35:20]

For personalized consulting or to delve deeper into these strategies, Chris Schaefer offers one-hour live training sessions and comprehensive account management services. Visit ChrisSchaefer.com for more information and to book a session.