The Paid Search Podcast | Episode 433: My Favorite Keyword Hack
Release Date: October 7, 2024
Host: Chris Schaeffer, Certified Google Ads Specialist
Introduction
In Episode 433 of The Paid Search Podcast, host Chris Schaeffer delves deep into his favorite keyword hack, aimed at enhancing Google Ads performance for businesses and marketers. The episode offers practical insights, actionable strategies, and expert advice tailored for business owners, digital marketing professionals, and PPC freelancers seeking to optimize their AdWords budgets effectively.
Listener Q&A
1. Matt's Question: The Value of Paid Search vs. Strong Organic Rankings
[00:45] Matt asks:
"Is there a point when paid search doesn't make sense because our organic rank is so strong?"
Chris’s Response:
Chris affirms that maintaining paid ads is beneficial even with strong organic rankings. He explains, "You should always run paid ads because paid ads will double the chance that your ad is going to show" ([03:15]). This dual presence not only enhances visibility but also provides valuable data insights. Chris emphasizes the versatility of paid ads, allowing marketers to control messaging, adjust bids, and quickly respond to market changes—capabilities that organic rankings alone do not offer.
He further highlights the strategic advantage of building and optimizing paid campaigns before competitors enter the space, ensuring that your campaigns are well-tuned and ready to scale when necessary.
2. Bernardo's Question: Google’s Ad Visibility and Branded Keywords
[08:30] Bernardo asks:
"Is it true that Google might stop showing ads if I repeatedly search for my branded keyword without clicking?"
Chris’s Response:
Chris advises against repeatedly searching your own branded keywords, likening it to "throwing a bottle with a message into the ocean and expecting to find it" ([10:00]). Instead, he recommends relying on Google Ads metrics to assess ad performance. He outlines key strategies for managing branded keyword campaigns:
- Use Exact Match Keywords: Ensure branded keywords are set to exact match to maintain control over ad visibility.
- Manual CPC Bidding: Opt for manual cost-per-click bidding to better manage ad placements and budget.
- Monitor Search Impression Share: Aim for an 85-95% impression share to maximize ad visibility.
- Focus on Absolute Top Position: Strive to have your ads in the top position consistently, adjusting bids and budget as necessary.
Chris underscores the importance of utilizing Google Ads’ metrics over manual searches to gain accurate insights into ad performance and visibility.
Deep Dive: My Favorite Keyword Hack
Understanding the Keyword Tool in Google Ads
[15:00]
Chris introduces his favorite keyword hack, a method leveraging a native Google Ads tool to enhance keyword selection and ad group organization. He explains that this tool is "right there in Google Ads" and doesn't require third-party applications, making it accessible and efficient.
Step-by-Step Guide to the Keyword Hack
-
Navigate to Your Campaign and Ad Groups:
Begin by selecting a campaign and then an ad group containing your existing keywords. -
Access the Keyword Ideas Tool:
Within the ad group, click the blue button with a plus sign ([17:30]). This opens the "Get Keyword Ideas" section, which suggests additional keywords based on relevance to your current ad group. -
Analyze Suggested Keywords:
Chris demonstrates by comparing two ad groups—one poorly organized and one strategically themed. In the messy ad group, "Closet Remodel Near Me" stood out as the most relevant keyword compared to others like "Linen Closet", which were irrelevant ([22:00]). -
Strategic Relevance Principle:
Chris emphasizes building ad groups around a clear, strategic theme. He states, "Principle number one is strategic relevance. You build your campaigns... based on a theme, a topic" ([25:15]). This approach ensures that the keyword suggestions remain relevant and actionable. -
Evaluating Keyword Lists:
By organizing ad groups around specific themes—such as makeovers or redesigns—Chris showcases how the suggested keywords remain tightly aligned with the group’s focus, resulting in cleaner and more effective keyword lists ([28:45]).
Practical Example: Closet Organization Services
Chris uses a closet organization service as an example, illustrating how a well-defined ad group yields relevant keyword suggestions like "Service closet remodel near me" and "Closet installers near me". In contrast, a disorganized ad group generated irrelevant suggestions, highlighting the importance of strategic keyword grouping ([30:00]).
Conclusion
Chris wraps up the episode by reiterating the value of strategic keyword organization and the effective use of Google Ads tools to streamline and enhance PPC campaigns. He encourages listeners to implement the discussed hack to assess and refine their keyword strategies, ensuring their ad groups are tightly themed and optimized for performance.
He also invites listeners to engage with future episodes, seek consulting services, and explore additional resources available through his website.
Notable Quote:
"Strategic relevance is where they all relate to the same theme... When you build it that way and you try this hack, you'll get great results" ([35:20]).
Final Thoughts
Episode 433 of The Paid Search Podcast offers invaluable strategies for mastering keyword selection and ad group organization within Google Ads. Chris Schaeffer’s expert advice equips marketers with the tools and knowledge to optimize their PPC campaigns effectively, ensuring higher visibility, better control over messaging, and enhanced data-driven decision-making.
For business owners and digital marketing professionals aiming to maximize their AdWords budgets, this episode serves as a comprehensive guide to refining keyword strategies and leveraging Google Ads' native features to their fullest potential.
Stay Connected:
For more insights and updates, visit Chris Schaeffer’s website and submit your Google Ads questions or subscribe to the podcast for weekly episodes every Monday.