The Paid Search Podcast | Episode 439: "These TRUTHS Will Never Change"
Release Date: November 18, 2024
Host: Chris Schaefer, Certified Google Ads Specialist
Introduction
In Episode 439 of The Paid Search Podcast, host Chris Schaefer delves into enduring principles of Google Ads that remain steadfast despite the platform's continual evolution. Reflecting on his 21-year journey with Google Ads, Chris emphasizes the importance of recognizing immutable truths to navigate the ever-changing landscape of online marketing effectively.
Listener Questions and Insights
1. Navigating the Competitive Roofing Industry
Listener: Andres from Santa Cruz, Bolivia
Timestamp: [00:20] – [09:30]
Andres, managing a new roofing company in the USA, seeks advice on handling high competition and costly CPCs within the roofing sector. Chris underscores the critical role of a robust website, highlighting that in industries like roofing—where customer loyalty is minimal—a proficient website with clear calls-to-action is paramount. He states:
“I think the most important thing is that you get a good website that has good, clean, focused call to action... as many ways that you can hook them and get them to convert.”
— Chris Schaefer [04:45]
Chris advises focusing on data-driven Google Ads strategies rather than overly complex thematic approaches. By leveraging conversion-focused bidding strategies like Max Conversion and Target CPA, advertisers can optimize their campaigns based on real performance data rather than speculative tactics.
Regarding Local Search Ads (LSA), Chris remains skeptical, noting:
“I find that it's just kind of a meh system... I haven't found a lot of clients that just love it.”
— Chris Schaefer [08:15]
He suggests relying more on Google Ads' precision and volume capabilities for consistent results.
2. Challenges with Manual Bidding and Below First Page Bids
Listener: Emerson from San Diego, California
Timestamp: [09:31] – [18:15]
Emerson discusses transitioning from automated to manual bidding strategies, resulting in numerous keywords displaying a "below first page bid" status despite increased CPCs. Chris addresses this by downplaying the significance of the status indicator, explaining that it often provides inconsistent and unreliable data. He advises:
“I ignore it. It matters nothing to me.”
— Chris Schaefer [12:20]
Instead, Chris recommends focusing on the underlying metrics such as search impression share loss due to rank. He emphasizes evaluating whether increasing bids for crucial keywords will yield better visibility and conversions, rather than hinging decisions solely on Google's bid recommendations.
Seven Unchanging Truths of Google Ads
1. Start Simple and Recognize No Guarantees
Timestamp: [18:16] – [21:30]
Chris advocates for simplicity in Google Ads management, cautioning against overcomplicating strategies based on external advice or fleeting trends. He emphasizes:
“Start simple. Don't make too many assumptions and work on the basis of this is the traffic I need.”
— Chris Schaefer [19:05]
Understanding that results are not guaranteed, he encourages marketers to focus on acquiring the necessary traffic and letting data-driven insights guide further optimizations.
2. Top Positioning Remains Crucial
Timestamp: [21:31] – [24:00]
Maintaining a high ad position is vital for visibility and conversion rates. Chris notes:
“The top position in Google Ads will always matter... Being first is certainly more powerful than being last.”
— Chris Schaefer [22:15]
He highlights that top-ranked ads typically enjoy higher click-through rates and better overall performance, reinforcing the importance of striving for prominent placement.
3. Volume and Value as Measurement Standards
Timestamp: [24:01] – [27:50]
Balancing both the quantity and quality of leads is essential for effective campaign management. Chris explains:
“You need both volume and value to make it work... it's not how many times the phone rings, it's how many times the phone rings with qualified opportunities.”
— Chris Schaefer [25:40]
He warns against prioritizing low CPA or high ROAS in isolation, advocating for a holistic approach that ensures sufficient lead volume alongside high-quality conversions.
4. Search Terms Are Indispensable
Timestamp: [27:51] – [30:10]
Understanding search terms provides direct insight into user intent and ad performance. Chris emphasizes:
“Search terms are the heartbeat of Google search. They are the linchpin of making sure that your money spent in Google Ads is money spent well.”
— Chris Schaefer [28:30]
Regularly analyzing and refining search terms ensures that campaigns target relevant queries, enhancing both traffic quality and conversion potential.
5. Ad Copy as the First Impression
Timestamp: [30:11] – [32:00]
Ad copy serves as the initial touchpoint with potential customers, making its quality paramount. Chris states:
“Ad copy is a customer's first impression of your business... If you write crappy ad copy, it will not lead to good traffic.”
— Chris Schaefer [31:00]
He advises crafting compelling, clear, and relevant ad copy to attract and engage the right audience effectively.
6. Data Over Personal Judgment
Timestamp: [32:01] – [35:30]
Relying on personal observations rather than concrete data can lead to misguided decisions. Chris reinforces:
“You can't judge your ads from what you see. It is vanity and it makes no difference.”
— Chris Schaefer [33:20]
He advocates for data-driven analysis, utilizing metrics like impressions, clicks, and conversion rates to assess and optimize campaign performance accurately.
7. Acknowledge the Limits of Knowledge
Timestamp: [35:31] – [38:00]
Recognizing that Google Ads operates within a complex, opaque system is crucial. Chris remarks:
“We don't know everything about Google Ads... there's a lot of mystery, there's a lot of confusion.”
— Chris Schaefer [36:15]
He encourages marketers to focus on the actionable data available while accepting that not all variables influencing ad performance are transparent or fully understood.
Conclusion and Takeaways
Chris Schaefer's unwavering emphasis on foundational principles serves as a guide for both novices and seasoned professionals navigating Google Ads. By adhering to these seven truths—simplicity, top positioning, balancing volume and value, prioritizing search terms, crafting effective ad copy, relying on data, and acknowledging the platform's complexities—marketers can build resilient and successful advertising campaigns. Chris wraps up the episode by reiterating his commitment to empowering listeners with actionable insights to maximize their Google Ads effectiveness.
For more expert advice and personalized consulting, visit chrissafer.com.
This summary captures the essence of Episode 439, focusing on the core discussions and insights shared by Chris Schaefer, providing valuable takeaways for those seeking to enhance their Google Ads strategies.