Episode 472 Summary: Answering Questions from Listeners!

The Paid Search Podcast hosted by Chris Schaeffer delves into listener inquiries, providing expert insights on managing Google Ads, optimizing campaigns, and expanding a PPC business. In this episode, Chris addresses questions from Matt and Grace, and offers guidance for those considering starting their own PPC agency.

1. Introduction

Chris Schaeffer opens the episode with a personal update, thanking Joey Bidner for covering the podcast during his vacation in Canada. He shares experiences from his trip, highlighting the beauty of Canadian landscapes compared to summer in Texas. Transitioning back to the podcast, Chris sets the stage for answering listener questions centered around selling Google Ads, managing campaigns, and understanding Google Ads taxonomy.

2. Listener Questions

a. Matt’s Questions

i. Adjusting a New Ad Campaign

Timestamp [04:30]:
Matt's Inquiry: Matt, a novice in paid search advertising, recently set up an ad campaign but noticed areas needing adjustment—specifically location targeting, maximum CPC bid limits, and negative keywords. He wonders whether to wait for Google’s algorithm to settle or make immediate changes.

Chris’s Response:
Chris emphasizes the importance of active campaign management over passively waiting for the algorithm. He likens the algorithm to a "baby in a crib" [05:45], criticizing the tendency of some advertisers to become "algorithm babysitters."

Notable Quote:
"Don't be a babysitter of an algorithm. The algorithm should be there to help you." ([06:30])

For campaigns using Maximize Clicks, Chris advises making necessary changes promptly, stating that these adjustments are crucial and not hindered by the learning phase. However, for strategies like Maximize Conversions or Target CPA, he recommends a more cautious approach when altering settings tied to conversion performance.

ii. Transitioning from Facebook to Google Display Ads

Timestamp [15:20]:
Matt's Second Inquiry: Facing challenges with Facebook advertising, Matt contemplates switching to Google Display Ads, hoping for similar results.

Chris’s Response:
Chris cautions that while Google Display Ads may appear similar to Facebook Ads, the underlying systems and data precision differ significantly. He explains that Facebook leverages extensive personal data for precise audience targeting, whereas Google Display relies on broader interest-based audiences.

Notable Quote:
"If you're jumping over to Google Ads display expecting the same situation, the same kind of tools, the same kind of depth and precision and results, you're mistaken." ([17:10])

Moreover, Chris points out recent limitations in Google’s targeting capabilities, such as the inability to create complex audience mashups, reducing the platform’s precision compared to Facebook.

b. Grace’s Questions

i. Taxonomy in Google Ads

Timestamp [25:00]:
Grace’s Inquiry: Grace seeks advice on implementing taxonomy for traffic in Google Ads. She wonders if taxonomy can be effectively managed within Google Ads or if it’s exclusive to Google Analytics.

Chris’s Response:
Chris clarifies that taxonomy in Google Ads involves organizing and labeling traffic to enhance tracking and reporting. He identifies two primary methods:

1. Strategic Relevance:
   Grouping traffic by topic or value ensures that keywords, ads, and landing pages are cohesively aligned. For example, in a dog training account, separate ad groups can be created for "board and train" services versus "overnight dog training," each with tailored ads and landing pages.

2. Labeling System:
   Utilizing Google Ads’ labeling feature allows for the categorization of keywords, ads, campaigns, and ad groups across the account. Labels like “VIP” for high-priority keywords enable streamlined reporting and management irrespective of their position within the account structure.

Notable Quote:
"Strategic relevance is the core of what you must get right. Nothing else will be right in Google Ads without it." ([28:45])

ii. Encouragement for Listener Engagement

Grace also encourages other listeners to contribute questions and comments, highlighting the value these interactions bring to the podcast community.

Notable Quote:
"If one person asks it, there's probably a bunch of other people that have the exact same question or didn't even know they had that question and are immediately interested in learning something from it." ([31:10])

3. Starting a PPC Company

Timestamp [35:00]:
Chris addresses a question from another listener, Chris, who is considering starting his own PPC business. Chris seeks advice on using in-person sales pitches to acquire clients, particularly which industries to target for maximum benefit from Google Ads.

Chris’s Response:
Chris endorses the in-person approach for building trust, a critical factor in PPC management. He explains that face-to-face interactions can significantly enhance client trust, overcoming the inherent challenge of selling a digital service.

Notable Quote:
"Your in-person approach...could be a huge advantage because, like, I got a good feeling about this guy." ([36:30])

However, he cautions about the increased workload associated with in-person client acquisition, noting that it can limit scalability. Chris advises setting clear expectations with clients about communication methods to manage time effectively.

Notable Quote:
"Driving there, coffee discussions, and meeting them at their office 10x's the amount of effort you have to put in for just one client." ([38:15])

4. Conclusion

Chris wraps up the episode by reiterating the importance of active campaign management, strategic organization, and building trust with clients. He invites listeners to reach out for consulting services and encourages continuous engagement through questions and feedback.

Final Quote:
"Nothing else will be right in Google Ads without strategic relevance." ([40:00])

Listeners are reminded to visit chrishaeffer.com for more resources and to connect with Chris for further assistance in managing and optimizing Google Ads campaigns.

This episode of The Paid Search Podcast offers valuable insights into effective Google Ads management, emphasizing proactive adjustments, strategic organization, and personalized client interactions. Whether you're a novice advertiser or looking to expand your PPC business, Chris Schaeffer provides actionable advice to navigate the complexities of online marketing.