Summary of "Google’s Goals Are NOT Your Goals" (Episode 454) – The Paid Search Podcast

Podcast Information:

• Title: The Paid Search Podcast | A Weekly Podcast About Google Ads and Online Marketing
• Host: Chris Schaeffer, Certified Google Ads Specialist
• Episode: Google’s Goals Are NOT Your Goals (Episode 454)
• Release Date: March 17, 2025

Introduction

In Episode 454 of The Paid Search Podcast, Chris Schaeffer delves into a critical analysis of the divergent objectives between Google and its advertisers. Titled "Google’s Goals Are NOT Your Goals," this episode aims to unveil how Google's inherent objectives can sometimes misalign with the specific goals of businesses using Google Ads. Throughout the concise 35-minute episode, Chris addresses listener questions, introduces valuable tools, and brings in expert insights to guide advertisers in navigating Google's complex advertising ecosystem.

Listener Questions

1. Christina's Campaign Conundrum

• Timestamp [00:00]

  Chris begins by addressing a listener question from Christina:

  "Hi, Chris, I recently launched a new campaign and paused the previous one. I set it up based on the recommendations that you provided. It's been a few days and while I'm seeing good impressions and clicks at a reasonable cost, I haven't had any conversions yet. Even though Google continues spending the daily budget. Did I miss something? Is there anything I should adjust to improve conversions?"

• Chris's Response

  Chris reassures Christina that the absence of immediate conversions is a common scenario:

  "When you launch a new campaign, although your expectations are to hope for conversions, sales, right? That's what you should expect, right? I think those expectations are often misplaced."

  He emphasizes the importance of prioritizing qualified traffic over immediate conversions:

  "The first thing you should expect is good traffic, and that's not guaranteed. Conversions are certainly not guaranteed ever."

  Chris further explains the phased approach to Google Ads management, highlighting the necessity of focusing on traffic quality before pursuing conversions.

2. Dan's Hidden Search Terms Mystery

• Timestamp [05:15]

  Another listener, Dan, raises a concern:

  "When I'm looking at the search terms report for a particular campaign over a four-day period, Google is only showing me search terms for two out of the 16 clicks that this campaign received. I know you've talked about Google not disclosing all search terms, but my numbers above seem extreme. Is there a way for me to see more or all of the search terms?"

• Chris's Analysis

  Chris acknowledges the extremity of Dan's situation and explains the prevalence of hidden search terms:

  "Most accounts suffer from about 40% to 50% of their search terms being hidden. Lesser degrees, maybe 30%. I have absolutely seen accounts that suffer from about 90% of their search terms being hidden."

  He advises focusing on the visible data and utilizing negative keywords while recognizing the inherent limitations imposed by Google's data transparency policies.

Guest Insight: Joey Bidner on Performance Max Campaigns

Introduction of Joey Bidner

• Timestamp [10:37]

  Chris introduces Joey Bidner, who shares expertise on Performance Max campaigns and unveils subtleties that advertisers often overlook.

Joey's Key Points

1. Understanding Engaged Views

   Joey explains the concept of engaged views:

   "An engaged view is anybody who saw up to 10 seconds of a video... Google will attribute conversions to engaged views."

   He highlights the implications of engaged views on campaign effectiveness:

   "When I see a Performance Max campaign that has a lot of engaged views, this is when, you know, it brings me to think... it's just capturing the demand that you already have."

2. Analyzing Conversion Attribution

   Joey warns against over-reliance on engaged view conversions versus click conversions:

   "Engaged view conversions versus click conversions, you're just potentially pouring more money into remarketing and not... generating new users and traffic for yourself."

3. Actionable Recommendations

   He advises advertisers to monitor engaged views to discern whether campaigns are fostering actual business growth or merely redistributing existing demand.

Main Discussion: Google's Goals vs. Advertiser's Goals

Google's Primary Objective: Driving Clicks

• Timestamp [15:05]

  Chris asserts a fundamental misalignment between Google's objectives and those of advertisers:

  "Google's goal is to get you clicks. Google wants you to get more clicks."

  He elaborates on how Google's platform optimizations are inherently designed to maximize click volume, which may not always translate to meaningful business outcomes like conversions or sales.

Examples of Google's Click-Focused Strategies

1. Dynamic Site Links and Headlines

   Chris discusses upcoming changes where Google dynamically uses advertisers' headlines as site link titles to enhance clickability:

   "Google wants to use very engaging things... that is very clickable material. So Google wants you to get more clicks."

2. Recommendations for Increased Clicks

   He outlines common Google Ads recommendations that prioritize click generation:

   • Adding More Site Links: Expands clickable areas to attract more interactions.
   • Broad Keywords: Encourages wider reach at the expense of targeting precision.
   • Search Partners and Display Network: Extends ad visibility across platforms, increasing click opportunities.
   • Automatic Assets and Dynamic Bidding: Automates elements to enhance click rates without necessarily improving conversion quality.

Impact on Advertisers

Chris warns that adhering strictly to Google's recommendations may lead to:

• Increased Clicks but Reduced Conversions: More traffic doesn't guarantee higher sales.
• Budget Misallocation: Extra budget may fuel non-converting clicks, diminishing overall ROI.

He emphasizes the importance of aligning campaign strategies with business-specific goals rather than succumbing to Google's click-driven incentives.

Notable Quotes with Timestamps

• Chris on Expectations:

  "[00:00] 'The first thing you should expect is good traffic, and that's not guaranteed. Conversions are certainly not guaranteed ever.'"

• Joey on Engaged Views:

  "[10:37] 'Engaged view conversions versus click conversions, you're just potentially pouring more money into remarketing and not... generating new users and traffic for yourself.'"

• Chris on Google's Click Focus:

  "[15:05] 'Google's goal is to get you clicks. Google wants you to get more clicks.'"

• Chris on Site Link Headlines:

  "[15:05] 'Google wants to use very engaging things... that is very clickable material.'"

Conclusion and Final Thoughts

Chris wraps up the episode by reinforcing the critical takeaway: advertisers must discern and prioritize their business objectives over Google's platform-driven click incentives. He advocates for a strategic approach that focuses on qualified traffic and meaningful conversions, leveraging tools like Opteo to optimize campaigns effectively.

Additionally, Chris invites listeners to participate by submitting their questions and highlights the value of understanding the inherent differences in goals between advertisers and Google. He concludes with a nod to future episodes and the ongoing quest to provide valuable insights into Google Ads management.

Final Quote:

"[15:05] 'It is a very important message that I share today. I hope that you guys are able to take that and make better decisions about your Google Ads accounts.'"

Key Takeaways

1. Prioritize Qualified Traffic Over Click Volume: Focus on attracting the right audience that is more likely to convert rather than merely increasing the number of clicks.

2. Understand Google's Objectives: Recognize that Google's platform optimizations aim to maximize clicks, which may not align with your specific business goals.

3. Utilize Advanced Metrics: Monitor metrics like engaged views to gain deeper insights into campaign performance beyond basic click counts.

4. Strategic Budget Allocation: Avoid indiscriminately increasing budgets to gain more clicks; instead, allocate funds towards strategies that drive meaningful conversions.

5. Leverage Tools Wisely: Employ tools like Opteo to manage and optimize campaigns effectively, ensuring alignment with your business objectives.

By internalizing these insights, advertisers can navigate the complexities of Google Ads more effectively, ensuring their campaigns drive genuine business growth rather than just superficial metrics.