Podcast Summary: The Paid Search Podcast | Going from Good to GREAT (Episode 435)

Title: Going from Good to GREAT
Host: Chris Schaeffer, Certified Google Ads Specialist
Release Date: October 21, 2024
Podcast: The Paid Search Podcast | A Weekly Podcast About Google Ads and Online Marketing

Introduction

In the 435th episode of The Paid Search Podcast, host Chris Schaeffer delves into the pivotal strategies that elevate a Google Ads campaign from merely good to truly great. Celebrating a significant milestone of over 400 episodes, Chris reflects on his journey and shares insights garnered from years of experience in online marketing and pay-per-click (PPC) management.

Chris Schaeffer [00:19]: "Today we're going to talk about Google Ads. Specifically, I am going to talk about going from good to great."

Listener Questions and Expert Responses

1. Ad Group Specific Target CPA

Listener: Terry
Timestamp: [02:30]

Question: Terry inquires about adjusting Cost-Per-Acquisition (CPA) targets at the ad group level versus the campaign level, especially when using Optio software.

Chris’s Response:
Chris emphasizes the importance of tailoring CPA targets to individual ad groups based on their performance and value. He illustrates this with an example comparing residential and commercial services, suggesting different CPA targets to optimize budget allocation effectively.

Chris Schaeffer [04:15]: "Not all leads are equal, not all clicks are equal. You as the business owner, the manager, you need to decide where should my priorities lie."

2. Utilizing Demand Gen and Video Campaigns

Listener: Paul
Timestamp: [12:45]

Question: Paul asks whether Chris has experience with demand generation or video campaign types and under what circumstances he opts for these over traditional search campaigns.

Chris’s Response:
Chris explains his reluctance to use demand gen and performance max campaigns, citing a preference for data transparency and accountability. He argues that these campaign types lack the granular control over search terms and audience targeting that he deems essential for measurable results.

Chris Schaeffer [15:30]: "I cannot run ads which I cannot be accountable for. Why a person saw it, where they saw it, what interest level they might have is the disqualifier for me."

3. Minimum Ad Spend Considerations

Listener: Ben
Timestamp: [25:50]

Question: Ben seeks advice on setting minimum daily budgets for clients, questioning whether very low budgets (e.g., $10/day) are effective for optimization and campaign success.

Chris’s Response:
Chris acknowledges that while there isn’t inherently a "too small" budget, practical limitations arise when budgets are insufficient to gather meaningful data within reasonable time frames. He recommends balancing budget size with the duration of campaigns to ensure adequate data for optimization.

Chris Schaeffer [28:10]: "There is only a budget that is too small in the time frame in which it must spend and show results."

Main Topic: Transforming Good Campaigns into Great Ones

Timestamp: [35:00]

Chris introduces his core theory on elevating Google Ads campaigns, pinpointing bidding strategies as the critical differentiator between good and great performance.

The Importance of Bidding Over Keywords

• Keywords vs. Bidding: While keywords are fundamental in attracting traffic, Chris posits that strategic bidding plays a more decisive role in campaign success.

  Chris Schaeffer [36:20]: "Bidding is the real key to success. I could have a campaign with all right keywords, but with really good bidding, and I think the chances of being great is much higher."

• Analogy of Water Flow: Chris uses a nature analogy to illustrate how proper bidding directs valuable traffic ("creeks") to the business, while mismanaged bids cause irrelevant or low-value traffic to dominate ("rivers").

Practical Bidding Strategies

1. Manual Bidding:

   • Ad Group Level: Adjusting bids at the ad group or keyword level to prioritize high-value terms.
   • Maximizing Valuable Keywords: Allocating higher bids to keywords that generate quality leads or sales.

   Chris Schaeffer [40:45]: "I max out the clicks, I max out the CPC... and then I constrict areas, I lower the bids on other areas that might have a ton of traffic, but very little potential."

2. Target CPA Adjustments:

   • Differentiated CPA Targets: Setting varied CPA targets for different ad groups based on their performance and value.

   Chris Schaeffer [42:10]: "A higher target CPA would allow Google to bid at a higher rank... to encourage Google to push more clicks, more traffic to the proper keyword."

3. Maximize Clicks Enhancements:

   • Device and Location Bidding: Utilizing device-specific bids and geographic targeting to refine traffic quality.
   • Negative Keywords and Ad Scheduling: Implementing negative keywords and scheduling ads to prevent budget drain on irrelevant traffic.

   Chris Schaeffer [44:30]: "Use device bids... These are all options to make your rivers into creeks and your creek into a river."

Conclusion

Chris concludes by reiterating the paramount importance of strategic bidding in transforming Google Ads campaigns from satisfactory to exceptional. He encourages listeners to assess and adjust their bidding strategies to focus on high-value traffic, thereby maximizing return on investment and achieving better business outcomes.

Chris Schaeffer [49:00]: "Using bids, you can encourage Google to push more water, more clicks, more traffic, more value to the proper keyword, and that will lead to more success."

He also invites listeners to engage with him directly for personalized coaching and management services, emphasizing the value of expert guidance in navigating the complexities of PPC advertising.

Connect with Chris Schaeffer:

• Email: me@chrisshaffer.com
• Website: www.chrisshaffer.com
• Podcast Website: www.paidsearchpodcast.com

Disclaimer: This summary is based on the provided transcript and intended to encapsulate the key discussions and insights shared in Episode 435 of The Paid Search Podcast.