The Paid Search Podcast | Episode 441 Summary: Answering Your Questions
Podcast Information
- Title: The Paid Search Podcast | A Weekly Podcast About Google Ads and Online Marketing
- Host: Chris Schaeffer, Certified Google Ads Specialist
- Release Date: December 9, 2024
- Description: Hosted by Google Ads expert Chris Schaeffer, this podcast delves into pay-per-click strategies, Google Ads optimization, and effective online marketing techniques. It serves business owners, digital marketing agency employees, and PPC freelancers aiming to maximize their Google AdWords budgets. New episodes air every Monday, with opportunities for listeners to submit their Google Ads questions at www.paidsearchpodcast.com.
Introduction and Sponsor Message
[00:19]
Chris Schaeffer kicks off the episode with a warm welcome, acknowledging his brief hiatus over Thanksgiving and expressing gratitude for the listener's patience. He introduces the episode's theme: answering listener-submitted Google Ads questions.
Sponsor Highlight: Optio.com PSP
Chris emphasizes the importance of Optio.com PSP, a powerful software tool designed to enhance Google Ads performance. He details its capabilities in analyzing data metrics such as click-through rates, cost per click, conversion rates, and more. Chris strongly recommends trying Optio with a 28-day free trial, highlighting its role in making informed decisions to steadily improve advertising performance.
Listener Question 1: Conversion Tracking Issues
Listener: Brittany from Richmond, Virginia
Topic: Inactive Conversion Tags in Google Ads
Question Overview:
Brittany, a new account manager, noticed that her client's website call conversion action is marked as inactive in Google Ads, despite correctly installed event snippets on the backend. She inquires whether a recent Google update is affecting website call conversions and seeks solutions to resolve the inactive tag issue.
Chris's Response:
Chris explains the different status indicators for conversion actions in Google Ads:
- Active: Recent activity with no tag issues.
- Inactive: Possible tag problems or no conversions detected.
- No Recent Conversions: Tags are working but haven't recorded conversions in the past seven days.
- Needs Attention: May require changes in attribution settings.
He advises that Brittany’s use of GTM linker to bypass the issue is a practical solution for her specific case. Chris emphasizes understanding the nuances of conversion tracking to diagnose and address similar issues effectively.
Notable Quote:
"The ideal status that you're going to want is going to be one that says active, okay? Anytime you see status on one of your conversion actions and it says active, that means that there is recent activity and the tag doesn't have any problems."
— Chris Schaeffer [03:45]
Listener Question 2: High CPCs and Performance Max Campaigns
Listener: Rudra
Topic: High Cost-Per-Click (CPC) in Commercial Cleaning Services
Question Overview:
Rudra manages a Google Ads account for a commercial cleaning service in Ontario, Canada, facing high CPCs (~$9 per click) with a limited monthly budget of $1,000. After adding over 90 competitor negative keywords, he launched a Performance Max campaign, which surprisingly resulted in at least two daily conversions from seemingly good traffic.
Chris's Response:
Chris cautions against assuming that all conversions from Performance Max are high-quality. He explains that while Performance Max can drive a surge in conversions, many may be from unqualified leads or even spam. The broad reach of Performance Max across various platforms (e.g., mobile apps, display, YouTube) can dilute lead quality. Chris underscores the importance of evaluating the quality of conversions rather than just the quantity, advising vigilance in monitoring to ensure leads are genuinely beneficial.
Notable Quote:
"A real lead is a real company that wants to hire this commercial cleaning service in Ontario. And if that's not happening, who cares what the performance max says it's delivering?"
— Chris Schaeffer [15:30]
Listener Question 3: Organizing Search Terms for Small Budgets
Listener: Katrina
Topic: Managing Search Terms and Negative Keywords
Question Overview:
Katrina, a Google Ads novice managing small budgets, seeks advice on organizing search terms from the Insights section. She currently reviews keywords weekly to add negative keywords and promote beneficial ones but struggles with the large volume of search terms.
Chris's Response:
Chris advises that with small budgets, weekly reviews are sufficient. He recommends focusing only on search terms that generate clicks rather than exhaustively analyzing every term. For generic or ambiguous search terms, he suggests refining keyword themes and creating more specific ad groups. By tightening keyword targeting, advertisers can reduce the influx of irrelevant search terms without spreading the budget too thin.
Notable Quote:
"The problem is not that you need to spend more time in your search terms. The problem is you need to address the ambiguity of these search terms themselves."
— Chris Schaeffer [25:20]
Listener Question 4: Compliance Issues with Cosmetic Dermatology Terms
Listener: Jack
Topic: Google Ads Compliance for Dermatology Terms like Botox
Question Overview:
Jack, a dermatology PA, faces issues with Google flagging terms like "Botox" despite removing them from ads and landing pages. Competitors seem unaffected, and Jack is exploring certification through LegitScript or seeking assistance from Google representatives to resolve these restrictions.
Chris's Response:
Chris explains that advertising certain medical terms, like "Botox," requires LegitScript certification. Without this certification, Google restricts these terms to ensure compliance with health-related advertising policies. He emphasizes that competitors using such terms likely possess the necessary certifications. For Jack, the solution is to either obtain LegitScript certification or avoid using restricted terms altogether in advertising content.
Notable Quote:
"There are some restrictions that just won't go away, can't be just ignored. So either you just don't use the term or you get certified."
— Chris Schaeffer [35:50]
Listener Question 5: Google's Monopoly and Lack of Transparency
Listener: Siri (UK)
Topic: Google's Control and Transparency in Advertising
Question Overview:
Siri expresses frustration over Google's recent changes, such as the removal of modified broad match search terms and reduced transparency. She references a US Government proposal for Google to provide more accountability to advertisers and seeks Chris's opinion on whether Google has overstepped in its control over advertising.
Chris's Response:
Chris shares his concerns about Google's increasing control and decreased transparency in Google Ads. He highlights issues like hidden search terms, opaque campaign types like Performance Max, and automated features that alter campaigns without user consent. Chris agrees with the sentiment that Google has gone too far in centralizing control, fostering distrust among advertisers. He advocates for industry transparency and expresses hope that governmental actions will enforce necessary changes.
Notable Quote:
"Any movement towards more transparency, if it has to happen because the government steps in and forces it, then I applaud that."
— Chris Schaeffer [45:10]
Listener Question 6: Spammy Conversions in a Moving Company Account
Listener: Isaiah
Topic: Spam Calls from Google Ads Conversions
Question Overview:
Isaiah manages a Google Ads account for a small moving company, experiencing spammy calls as conversions. Despite reasonable-looking numbers, CallRail indicates most calls are spam, leading the client to lose trust in his management. He seeks strategies to improve conversion quality despite a limited budget.
Chris's Response:
Chris identifies potential sources of spam conversions:
- Performance Max Campaigns: Susceptible to low-quality leads.
- Display Campaigns: Can attract irrelevant traffic.
- Search Partners: Often a common source of spam.
He recommends tightening keyword match types to phrase or exact, disabling search partners and display networks, and avoiding automated or dynamic keyword settings. Additionally, ensuring that CPC rates align with industry standards can help filter out low-quality traffic, as overly low CPCs often indicate spam.
Notable Quote:
"If you're getting super low CPC rates, it's not because you built a phenomenal campaign most of the time, it's because you have spam coming in."
— Chris Schaeffer [55:00]
Conclusion
Chris wraps up the episode by reiterating his contact information for Google Ads management and consulting services (chrissafer.com). He thanks listeners for their engagement and encourages continuous learning and optimization in their Google Ads endeavors.
Overall Insights and Takeaways:
- Conversion Tracking: Understanding conversion statuses is crucial for effective campaign management.
- Performance Max Campaigns: While they can increase conversion volume, scrutinizing lead quality is essential to ensure business value.
- Keyword Management: Refining keyword themes and utilizing specific match types can mitigate budget dilution and enhance ad relevance.
- Compliance: Adhering to Google's advertising policies, especially in regulated industries, requires proper certifications like LegitScript.
- Transparency: Advertisers express significant concern over Google's opaque practices, highlighting the need for greater transparency and control.
- Spam Prevention: Implementing stringent keyword strategies and disabling non-essential campaign networks can reduce spam conversions.
Notable Overall Quote:
"True leads lead to actual value in your business. A real lead is a real company that wants to hire this commercial cleaning service in Ontario."
— Chris Schaeffer
Thank you for tuning in to Episode 441 of The Paid Search Podcast. Stay informed, optimize wisely, and continue leveraging the power of Google Ads to drive your business forward.