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Foreign. Hello and welcome to the Paint Search podcast. My name is Chris and today I am going to tell you how to train Google Ads with conversions. So in this podcast I talk all the time about how to improve your quality of traffic. Focus on that a lot. Today's different. I'm going to talk about a way to play into the Google Ads algorithm, how to actually play towards it and to train the system. This is a very different topic from what I usually discuss. I'm going to share things that are not usually advice that I give. So be aware. You know this, this topic is for people who maybe have beat their heads against the Google Ads system and continue to experience failure. This is an alternative, this is a way that I can tell you have I've succeed, I've seen success many times and startling success many times and perhaps it'll work for you. So that's what I'm here for, is to share my experiences in Google Ads and maybe help you. And if you'd like to reach out to me and get more information and work with me, you can find me@chris schaefer.com I offer Google Ads management and coaching for those that need it. But that's all optional. Today's all about sharing this information for free. So I'm going to get into that as soon as I do tell you about one other thing that's incredibly important. Optio. There is a special tool that you may have heard me talk about a few times and they have an amazing announcement that they are now offering a special exclusive offer right here to get access to a tool that they are launching very soon. This tool is brand new and it is taking all of the power of Optio and putting it into a multi channel power tool. Okay, so essentially Optio is formally just a system that would give you recommendations to improve your Google Ads. No more. This has gone far beyond that and it's become a multi channel platform to interact, to work with, to analyze your data across Google Ads. LinkedIn, Meta, Microsoft, TikTok, all of these channels work together and you bring this information into the Optio system and you can work with your data and essentially analyze and chat with your data. One of the cool things that's on this new tool is you can hit a button that says analyze with AI. So whatever you're looking at, it can analyze that information and give you practical advice, practical suggestions, help you understand the data in a way you've never done before. I can guarantee you that it's amazing. You can try it for free for 28 days. This is a special offer right here. You can only get this offer right here@optio.com PSP the link is in the description. Chat with them on their website, let them know, hey, I heard about, on the podcast, can I get this free offer and they'll hook you up. All right, so let's dive into it. As I said, very different topic today. How you can train your Google Ads with conversions. So this is, this is different. This is not focused on quality of traffic. It's focused on using the algorithm to, to train your campaigns to get the right traffic that you want. So I'm going to go through two steps to get this done. Now of course there's a lot of little steps that are in step one and little steps that are in step two, but I don't, I want to make this something that's approachable for everyone. Okay? So all the details you know, need to be worked out by you, but I'll leave that to you because that's what I love about Google Ads is teaching people and training people how to do this. You're the best equipped to do this. Those that own the accounts, those that manage the accounts themselves, you know, you're going to know your business, you're going to know what works best. So step one, and this is very different, so prepare yourself. Step one, you're going to use Maximize Conversion Bidding. Alright, so if you've listened to this podcast any significant amount of time, you know how I feel about Maximized Conversion bidding. It is not something I'm a big fan of, but there's a purpose behind this. Maximize Conversions is a wide open bidding platform on Google for search campaigns that allows really, as long as it has budget, Google will spend and get whatever it needs to get a conversion. That's its number one goal. It optimizes for conversions. All right, so this is opposed to what I usually talk about, which is Maximize Clicks. So I usually talk about using Maximize Clicks because the first phase is to really improve your traffic quality and you want to minimize your cost until you can nail down your traffic quality. But what if, what if you've nailed down your quality and you're still not getting conversions? What if you're getting the traffic that you want and you're still not getting conversions? Happens all the time. So this is a, this is a possibility where you use a broad Match Google Ads campaign. So this is broad match keywords with Maximize Conversion Bidding. And you're going to use one, two, maybe three ad groups. Okay, now you say, well, why do I Need the ad groups. What are they for? Typically, I talk about the fact that ad groups are designed for tight, focused themes. So if you are selling cars, you might have an ad group for the different types of cars. SUV or, you know, different styles, whatever. That's not the case. If you're advertising cars for sale, you might have one that's cars and then another one that's trucks and another one that's SUVs. Right. Very much a broader aspect in the way that you build these ad groups. So that's why you might only need 1, 2, or 3 AD groups. You know, I do not suggest that you create a ton. Create a much smaller group of ad groups and create a much. So therefore, the ad groups are much broader in their scope. Okay, so keep track here. Maximize conversions. Broad match keywords and in one or two ad groups. Okay, now, if you're not familiar, broad match keywords means there's. There's three different match types in Google Ads. There's broad phrase and exact. So you're going to use broad. There's no quotes, there's no brackets around the keyword. And ideally you'd want to have these. Broad match keywords are three to four words long. You know, so again, if you're selling cars, it might be, you know, SUV's for sale near me, perhaps. Right. That might be a broad match keyword. Might want to go something a little more specific, maybe the type of SUV or style or something like that. But you don't want to just have the word car for sale. Right. We don't want to go too crazy here. We want to give some direction in specifics. But the keyword needs to be broad. Okay, so last part of step one is write your ads as usual. So ad copy should still be related to the keywords that are in that ad group. I don't want you to skip that part. Ad copy is still very important because that's the only part that the end user actually sees whenever they are interacting with your ads. So the ad copy needs to be good, it needs to be written well, needs to be interesting, it needs to be unique. It needs to be relevant to what they're searching for. So if it's a SUV ad group, you need to have SUV in the headlines of the ad. So it still needs to be relevant. So what we're very loosely allowing Google to manage here is the keywords and the bidding. All right, so step two, as we'll talk about, is where the magic comes in. This is where the learning, the training comes in. Okay, so step two actually doesn't start with Google. It doesn't happen on Google. Step two happens on your website. So you'll see why this might immediately turn some of you guys off. And realize now I can't, I don't want to do this right because it requires something that can be quite frustrating because it involves new website, new landing page, something different. You need a new approach on your website. So your typical website, that's what you've been using, or your current landing page you've been using, it needs to be replaced or just create an alternate somewhere. You need a new website or landing page that focuses on one thing. You need to generate actions. Actions meaning people calling you, filling out forms, booking things, scheduling things, doing some kind of action on your website. So I'm gonna go through a bunch of examples of what that looks like. I'm not gonna just leave that up. I mean that would be really ridiculous. That wouldn't be a very good suggestion at all to just say that and skip it. So I'm going to give you several examples of what that looks like. And the first is, and this is from personal experience, I can tell you I've seen this, I don't just make this stuff up from my own clients, from, you know, my own coaching sessions I've done, I've seen real examples of all of these. Use a guided form form, a guided flow form, if you want to call that, to start a conversation with the visitor of your website. So let me give you an example. I was working with a timeshare legal help client that helped people get out of their timeshares. It's actually a ton of traffic around that. It's pretty crazy, incredibly competitive. And this particular client used a multi step form that starts off very simple. It just asks a question like, you know, how many, you know, how long have you been in your timeshare? Or you know, how much money have you paid? Or you know, do you want to get out of your timeshare? Just, just some kind of really simple thing in this little drop down or a little yes or no, you click it and then it shifts over and then it asks, you know, where's it located or something. Right? You can, you can see here instead of a long form, contact form, quote form, something like that. It's just more of an interaction. It's a, it's a process flow that in the end has like maybe six interactions, different forms that people fill out. But it's, it's, it's, it's kind of baby steps into that process. There's no long form that you're immediately presented with. I think this is, I've seen amazing success with it because once they reach the end of the form, that's where they say, okay, great, we can help you. You fit our criteria of what we're looking for. Put your email in and we'll get in touch with you. Put your phone number in and we'll give you a call right now. You know, I mean, this is, this is great because it confirms the person's like, oh, cool, okay, yeah. What I, what I mentioned is qualifying to what they do. So I know they can help me. So I'll go ahead and put my information in and they'll contact me. I mean, this is, this is great. It both confirms the quality of the lead, it confirms that the person is going to find what they're looking for and I find that the conversion rate is much higher. So I mean, that's one example, a guided form, a multi part form, rather than just the static contact form. This is to encourage actions, actions and conversions on your website. Okay, Another thing. Offer something for free. Offer something, an audit on your website. You, you know, say, hey, let me look at your documentation. You know, let me review your, your case. Let me review, you know, let me see how much your, your current car is worth, you know, for free. We'll give you some kind of audit. We'll give you a report. We have a PDF form that you can look at or here's a calculator that you can put your information in and get an answer. Offer something for free. And I can tell you from personal experience, I mean, I offer on my website, I offer people a free Google Ads audit of their account. And it's a great way to converse, to get a conversation started because people like to see how I see their account and you know, learn something while when I look at it, that's something I do and I can tell you it works great because it's a great way for me to know I don't want to work on this account or this is a great account and I can definitely help. Everyone wins. Okay, another, another option. I have found huge success with other clients that I've worked with. A calendar booking. So instead of just, you know, a phone number or something like that, you know, schedule your appointment and then you just put your information in and you're in and then they contact you to book an appointment instead. The person can actually book an appointment right on your website. Wonderful system. I found personally great success with that. I've seen other clients have great success with that. When a person can say, okay, yeah, I can talk to you next Tuesday at this time, boom, booked, done. I mean, there's a conversion right there. Other things, chat, some kind of chat form, you know, chat messaging system sometimes can be great, depending on your industry. And another thing is you can offer a simple, like ask me a question type of contact form that literally just has like name, email and how can I help on it, you know, just literally three blanks. Maybe just email, maybe not even name, just email and tell me how I can help or what are you looking for? Or tell me something, you know, get in touch with me. That's it. Just a two word form designed to generate actions, to generate conversions. Another thought, another thing you could potentially do is a callback, a callback form to say, here's my phone number. The person, the visitor puts their phone number in and says, give me a call back during this time, when's a convenient time, they select their convenient time and then you call them. Maybe that's something that generates action. So all of these are ways to just hopefully jog your, your mind about ways that you can improve your conversion rate, ways that you can encourage more people to take action. Because the whole thing is to lower the threshold for people to take that leap and just do something, contact you, fill out something. At least getting conversions, at least getting something is better than getting nothing at all. Even if the conversions you're getting are unqualified leads, at least something's happening. I'll tell you, I, you know, if I'm starting a brand new campaign I can work with, okay, we're getting leads. They're not quite what we're looking for, but at least we're getting them. Let's try tweaking this. This, that is a much easier conversation than a client who says, hey, it's been two months and I've got nothing. That's a lot tougher. Where are we wrong? Are we wrong on everything? Are we wrong on one thing? Who knows? So, you know, if you're worried about lead qualification, you know, I would say it's much, it's much, much, much better to work with lead qualification than it is a lack of leads. All right, so that's it. That is, that is step two. And after this quick break, I'm going to tell you the why, why, why you do this? What's the point? How do you train the system to get you better results using all of this, you know, conversion optimization method that I talked about? So before I do, I want to tell you again, opteo.com PSP that's an exclusive offer to get their amazing power tool AI integration. It's not just recommendations anymore. It's not just click here, click that. It's now become a multi channel power tool to get more done in Google Ads, LinkedIn, Meta, Microsoft, TikTok, all of those tools right there in Optio. You can try it for free for 28 days. Optio.com PSP all right, here's the why. Why do you do this? The why and the how. How it works. Okay? So here, here's, here's the why. Broad match bidding can be highly effective if given enough signals. So even with broad match keywords, even with, without any ability to truly narrow the scope of your terms and your keywords, if I were to take a campaign and just start getting conversions on this campaign, even if the conversions are not quite right, I can shape and train the system to get what I want out of it as long as there's conversions coming through. So think of it this way. It's kind of like offering a piece of candy along the path, along the floor, right? And I can get whatever I want moving in the direction that I want as long as I keep giving it rewards and showing it what I, you know, what I'm looking for. Yes, this is, this is positive. This is good. This is good. You know, this is ideal. This is ideal. So that one type of search got all, got no conversions and another type of search got lots of conversions. That tells it okay, this is where we're, this is where we're headed. This is what we want. We're trying to maximize more of these conversions, so it's going to naturally lead that direction. Now there's, there's a ton of other things that need to happen to really make that optimized, but at least you're over the hump of getting conversions. If you, if you've run Google Ads and you've tried what I've talked about, or, you know, maybe we have a successful campaign and you've launched something different and for some reason this one's just not working, not working at all. Well, this is exactly how you can try something entirely new. The goal to, the goal is to have a website that generates more conversions. These conversions feed into the algorithm. That is the pieces of candy that show along the path. You lead the system to where you want to go and how you can stop the system. Let's say you have a problem with the quality of leads that you're getting. Well, that's easy enough to fix. Let's say I've had clients that say, hey Chris, or getting leads. But these people that are interested in loans of this type, you know, maybe, maybe it's a, you know, loan, mortgage, something like that. And you know, people that are looking for these types of loans are not something we're interested in. Someone who searches this way. So I can go into the search terms and very often I can see in the search terms, oh, well, there's the person right there looking for, you know, first home, you know, first home mortgage, you know, first home buyer mortgage, stuff like that. Maybe the client is not interested in that. They're interested in people that already own a home, have some kind of equity or a second home, something like that. So I could block as a negative keyword first home, first home buyers, things like that. Right? This is a way that you can, even though I'm getting conversions on those, I could go in, find where those are coming from, and then block those using negative keywords. So you can still improve the quality of your leads through negative keywords through optimization. And what's great is what I talked about in step two, where you have a calendar booking system, a chat, a guided form, you know, all these different types of things, a callback form, have all as many of those as you possibly can. What's great now is that some of those will have a higher quality for you. Maybe the guided form gets a lot of leads, but you know, it's not great. What really is great is people that are booking through your calendar booking system. Well, you might want to eventually move to a conversion value based bidding. Maximize conversion value might be something that works where you can. You're not just tracking conversions now, you're telling Google, okay, these conversions are worth 10, these conversions are worth a thousand. So it's going to optimize towards the thousand value rather than the 10 value value. Okay, so this is this, this is the why, this is the how, this is how it works. And here's, here's the thing that I don't, I don't know if I've ever said this on the podcast. You know, Kris, why, why are you even bringing this up? Why is this? You know, if your other methods work so well, why would you even mention this? Well, I'll tell you it. Sometimes despite your best attempts to qualify traffic and improve traffic, you cannot get the right conversions. And here's, here's what I, I don't know if I've ever said before the same Keywords under maximize conversions with at least some conversion data get different searches than those same keywords under manual bidding or max clicks bidding. So maximize conversions bidding with minimal conversion data, get different traffic, different clicks, different search terms than manual bidding does. Then maximize clicks does. So you can take one keyword, run it, maximize conversions with a few conversions or a ton of conversions, whatever, it will get different results, it'll get different conversion rates, it'll get different people than manual bidding does. Sometimes that's good, sometimes that's bad. And if manual bidding is not working, if maximize clicks is not working, sometimes that magic powder of maximized conversions mixed with conversion data can get you far beyond what you thought you would get any, you know, anywhere else. I've seen it. I have seen, after testing manual bidding for a certain amount of time, I have seen maximize conversions more. More like target, target cpa, but we won't get into the details of all that. But basically, from manual bidding to automated bidding, I've seen conversion rates, you know, go up 30, 40, 50, 60% simply because automated bidding with conversion data brings in algorithmic bidding that can target people. So one person looking for a car, SUV for sale near me versus another person who's looking for SUV for sale near me, both of those searches, one person may have just done that search the first time and not as valuable, right? They may not be as valuable. The other person who's done this search may have been doing searches just like that for the past two days and could be very serious. And the algorithm would see that this person is in market for this, has a higher chance of conversion and would therefore convert. More likely to convert and maximize conversions sometimes will optimize for that person rather than the other one. Whereas manual bidding has absolutely no. No optimization one way or the other. So keywords under maximize conversions with a lot of conversion data can be incredibly successful. I hope that is clear to you. I hope that's useful. I hope some of you guys have. I hope that. I hope that sparked some creativity and some new ideas. I'll tell you from personal experience, the hardest part of this is building a page that converts. So that's. That's why step two is all about conversion types. You know, different ideas to get you thinking. But build a page that has a low bar to conversion, and at least if you're getting conversions, you're on the path. You're on the path. Okay, so if you'd like to speak with me, as I said, Chris Schaefer.com I'm actually quite easy to get in touch with as a gentleman I spoke with just this week, told me he was like, I never. I didn't think I could just like talk to you, that you just will call me. I will. I will. You can go out on my website and book a call with me. It's totally free, 15 minute call. And we can chat and figure out maybe if I possibly can help you in different ways. But chrishaefer.com if you'd like to. Otherwise, as always, I'll be here next week. See you then.