The Paid Search Podcast | Episode 436 Summary: Q&A - Answering Questions from Listeners

Release Date: October 28, 2024
Host: Chris Schaeffer, Certified Google Ads Specialist
Special Guest: Joey Bidner

Introduction

In Episode 436 of The Paid Search Podcast, host Chris Schaeffer engages directly with his audience by addressing five insightful questions submitted by listeners worldwide. The episode delves deep into various aspects of Google Ads, including budgeting, bidding strategies, keyword management, and seasonal adjustments. Additionally, special guest Joey Bidner joins the conversation to share expert tips on navigating the complexities of seasonal advertising peaks like Black Friday and Christmas.

Listener Questions and Expert Insights

1. Minimizing Irrelevant Search Terms in Shopping Campaigns

Questioner: Lamb from the Netherlands
Timestamp: [00:00:19]

Lamb, a seasoned Google Ads user since 2008, inquires about strategies to reduce irrelevant search terms in his Google Shopping campaigns. Despite managing negative keywords diligently every few days, Lamb observes a resurgence of unwanted search terms, consuming valuable time and budget.

Chris's Response:

Chris acknowledges the frustration, likening Google’s behavior to "a toddler with no parent around," prone to erratic actions without constant oversight. He emphasizes the necessity of regularly updating negative keywords, not just in exact matches but also employing broad matches to capture synonyms and related terms. For example, if selling window cleaning products, adding broad negative keywords like "shoe" can prevent unrelated searches from draining the budget.

"Google absolutely tends to kind of just go out of bounds. It never seems to stay right where you want it." ([00:05:30])

To streamline this process, Chris suggests using filters to isolate and address only the suspicious search terms, thus reducing the time spent on maintenance. Over time, consistently applying these strategies will lead to more qualified traffic and reduced waste.

2. Understanding Cost-Per-Click (CPC) Dynamics Across Keyword Matches

Questioner: Dee from Houston, Texas
Timestamp: [00:20:00]

Dee presents a three-part statement regarding CPC variances across broad, phrase, and exact match keywords, seeking validation and further clarification.

Chris's Analysis:

1. CPC Hierarchy:

   • True – Broad match keywords typically have lower CPCs compared to phrase and exact matches. Chris uses a hamburger analogy to illustrate how specificity increases CPC due to reduced competition for highly targeted searches.

     "When you eliminate options, the cost per click tends to go up." ([00:12:45])

2. Broad Keywords with Aggressive Negative Lists:

   • Valid Strategy – Combining broad match keywords with comprehensive negative keyword lists can effectively filter out irrelevant traffic while maintaining broad reach.

3. Duplication of Phrase and Exact Matches:

   • False – Chris strongly discourages duplicating phrase and exact match keywords, viewing it as an ineffective attempt to manipulate the system. He advocates for precise, analytical decisions over "gaming the system."

Regarding budget adjustments from phrase to exact match, Chris advises switching based on performance metrics, such as high conversion rates, rather than a blanket approach. While exact matches may increase CPC, the improved conversion rates justify the higher investment for specific, valuable search terms.

"You don't just say, ah, perfect, now's the time to switch everything to exact match. It will fall apart." ([00:19:50])

3. Managing Seasonality and Avoiding Sales Slumps

Special Guest: Joey Bidner
Timestamp: [20:00]

Joey Bidner provides a comprehensive strategy for leveraging Google Ads' seasonality adjustments to mitigate the typical "hangover" effects surrounding major sales events like Black Friday and Christmas.

Key Strategies:

• Seasonality Adjustment Tool:
  Utilize Google’s seasonality adjustments to preemptively inform the algorithm of expected changes in conversion rates. This ensures that budgeting and bidding adapt smoothly to the fluctuating demand.

• Three-Phase Approach:

  1. Pre-Sale: Anticipate and adjust for a drop in conversion rates in the days leading up to the sale.
  2. During Sale: Prepare for a significant spike in conversion rates.
  3. Post-Sale: Manage the expected decline in conversions after the event.

"With seasonality adjustments, you can tell the algorithm this is going to happen, so it can essentially perform accordingly." ([20:15])

By analyzing past performance data, Joey advises setting precise adjustments for each phase, ensuring that the algorithm remains responsive and effective throughout the sales period.

4. Recommended AdWords Budget for Prospective Clients

Questioners: Matthew from Florida and Catherine from Indiana
Timestamp: [24:09]

Matthew's Inquiry:
Matthew seeks guidance on providing preliminary Google Ads budgets to prospective clients, questioning whether this should be based on experience, intuition, or Google's recommendations.

Chris's Guidance:

Chris advocates for starting clients with modest budgets, emphasizing risk management and scalability based on performance. He shares an anecdote where starting with a $5,000 budget led to impressive results, allowing for strategic budget increases. Conversely, a $10,000 initial budget with poor results poses greater risks and challenges.

"I always suggest the client keep the risk as minimal as possible because growing from success is a lot better than shrinking from failure." ([24:30])

Chris also critiques Google's budget simulators for often presenting overly optimistic projections, advising reliance on empirical data and cautious scaling instead.

Catherine's Inquiry:
Catherine questions whether Chris uses scripts for managing manual bidding or relies solely on manual adjustments.

Chris's Response:

Chris firmly states that he does not use scripts, citing negative experiences and a preference for analytical, data-driven decisions over automated patterns. He criticizes the common practice among some agencies of embedding aggressive bidding scripts that can destabilize campaigns.

"I make analytical decisions. I don't just jump in and just increase bids because there's a warning on my account." ([24:50])

When dealing with bid adjustments, Chris performs them manually and regularly, especially when a campaign is underperforming ("redlining") or excelling, ensuring that each change is grounded in thoughtful analysis rather than automated triggers.

Conclusion

Episode 436 of The Paid Search Podcast offers valuable insights into effective Google Ads management through listener-driven questions and expert commentary. Chris Schaeffer's pragmatic approach emphasizes the importance of continuous monitoring, strategic use of negative keywords, and tailored budget recommendations. Joey Bidner's session on seasonal adjustments further equips advertisers to navigate the ebbs and flows of major sales periods without falling prey to common pitfalls.

For listeners seeking personalized Google Ads management, Chris invites them to connect directly via chrissafer.com, reinforcing his commitment to hands-on, meticulous account handling. The episode underscores that success in Google Ads is achieved through consistent, informed strategies rather than shortcuts or automated scripts.

Notable Quotes:

• Chris Schaeffer:
  "Google absolutely tends to kind of just go out of bounds. It never seems to stay right where you want it." ([00:05:30])

• Chris Schaeffer:
  "When you eliminate options, the cost per click tends to go up." ([00:12:45])

• Chris Schaeffer:
  "You don't just say, ah, perfect, now's the time to switch everything to exact match. It will fall apart." ([00:19:50])

• Joey Bidner:
  "With seasonality adjustments, you can tell the algorithm this is going to happen, so it can essentially perform accordingly." ([20:15])

• Chris Schaeffer:
  "I always suggest the client keep the risk as minimal as possible because growing from success is a lot better than shrinking from failure." ([24:30])

• Chris Schaeffer:
  "I make analytical decisions. I don't just jump in and just increase bids because there's a warning on my account." ([24:50])

For more detailed discussions and expert tips on optimizing your Google Ads campaigns, stay tuned to The Paid Search Podcast every Monday. Submit your questions or engage with Chris Schaeffer at www.paidsearchpodcast.com.