8+ Year Google Ads Corporate Experience, AMA

pennies19

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I have been lurking on this site for a while and there aren't many topics I feel like I can contribute to so I felt I should offer my experience from my day job as a way to add value to this community.

I have been in internet marketing and PPC for over 8 years and have been solely a specialist in Google ads and Bing ads for the last ~3 years, managing $1mil+ monthly budgets.

AMA about account/campaign structure, optimizations, bidding, ad copy, audiences, etc.!
 

adri92

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Hi, I am interested when you said "corporate". I have a small local bussiness that is currently running in home improvement niche using Facebook Ads (high ticket product, 2-3 sales per month but highly profitable), but kind of sceptical on using Google Ads.

What kind of growth potential exist if I were to start with Google Ads? What to watch out? and any tips for long term growth?
 

pennies19

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Hi, I am interested when you said "corporate". I have a small local bussiness that is currently running in home improvement niche using Facebook Ads (high ticket product, 2-3 sales per month but highly profitable), but kind of sceptical on using Google Ads.

What kind of growth potential exist if I were to start with Google Ads? What to watch out? and any tips for long term growth?

Hmm, I guess you are selling your products online and aren't relying on foot traffic? Just asking since you said small local business.

Its hard to say without knowing your exact product and doing some keyword research on it but I would say that unless that it is a very high competition product area that high ticket products probably perform better on google than small ticket. If it is a highly competitive area with high CPC's (check the google keyword planner) you may need to dig deeper for some long tail, cheaper keywords to focus on.

I feel like this is an under-utilized part of google ads but definitely use the knowledge of customers from your past purchases to narrow down your audience - meaning you can reduce your bids on certain genders, ages, or geos or negate them completely to only leave your highest converting traffic. I feel like many discussions of google ads on here rely on bidding and keywords but google gives you a ton of data on your audience to make a highly targeted campaign
 

pennies19

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Hi, I am interested when you said "corporate". I have a small local bussiness that is currently running in home improvement niche using Facebook Ads (high ticket product, 2-3 sales per month but highly profitable), but kind of sceptical on using Google Ads.

What kind of growth potential exist if I were to start with Google Ads? What to watch out? and any tips for long term growth?

I think the long term growth here would just be start with a narrow audience (who you think your highest converters would be) - meaning start with low bids on long tail keywords only targeting your best converting genders, ages, and geos. If/when that works, expand from there. The problem, of course, with high ticket items is that likely competition is high and/or conversion is low so start with your highest converters to prove concept
 

wyfwyf112

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Hello,

How could I increase the Search impression share of my Google cpc ads?
I've raised the CPA to a very high price but nothing changed.

Do you target specific audiences for your Google ads or let Google do everything?

Thank you very much!
 

pennies19

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Hello,

How could I increase the Search impression share of my Google cpc ads?
I've raised the CPA to a very high price but nothing changed.

Do you target specific audiences for your Google ads or let Google do everything?

Thank you very much!

so impression share is just a function of your ad rank (your bid + quality score) versus your competitors, right? Have you looked at your quality score? Is there anything you can do to make your ads or landing page more relevant to each keyword? It’s also possible your competitors have very high bids that you still haven’t raised high enough to compete with

I do audiences only if they work. I usually go add any and all audiences I think could be relevant ( or not relevant so I can evaluate if I should exclude them) on observation mode. If they do well I’ll add a bid modifier to increase the bid on that audience. If they perform under the account average I’ll add a negative bid mod or exclude them entirely
 

tipsavvy

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Do you recommend google ads or Facebook ads for local small businesses in the trades?

Specifically a mechanic shop (Canada if it makes any difference). I would imagine that PPC is very high competition for these keywords so perhaps geo targeted FB ads might be better?
 
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i am also running my ads from 10 year aged account and i am not getting any problem yet because i am running my ads with proper algorithm and there will be no problem
 

pennies19

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Do you recommend google ads or Facebook ads for local small businesses in the trades?

Specifically a mechanic shop (Canada if it makes any difference). I would imagine that PPC is very high competition for these keywords so perhaps geo targeted FB ads might be better?

Actually in this case I think google would be the better option. I am guessing you really want to find people in their moment of need so people clicking on your facebook ad might not have much current need for your business unless you can find some clever way to find them using FB's targeting.

On google, if you use the right kw's, you know these people need you now plus you can target within a certain radius of your business and tie it to your google my business listing to look extra trustworthy and professional. You can start small with a small area around your business and with cheaper long tail keywords but i would think the higher conversion rate from a google user would be worth the premium in cpc's worth it unless your industry is wildly competitive.

Marketing 101 - find your highest converting customers first until that audience is saturated then you can move on to lower intent channels. In this case google searchers will have a much higher intent to buy so work on finding them as efficiently as you can
 

tipsavvy

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Thanks for the great answer.

for a situation like I quoted, do you go with the slightly more complicated setups like SKAGs or a/b testing, or just go straight into it with one ad group since google already forces you to put multiple titles and descriptions?
 

pennies19

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Thanks for the great answer.

for a situation like I quoted, do you go with the slightly more complicated setups like SKAGs or a/b testing, or just go straight into it with one ad group since google already forces you to put multiple titles and descriptions?

Eh, its really up to you. Account and ad group structure typically isn't make or break for performance. The main reason to go the SKAG versus dump everything into one is if you are going to want to run different ads or different targeting based on the keyword.

Typically I break out keywords into pretty small groups so I can tailor the ads to each keyword theme (that increases quality score) but that can be a lot if you're just wanting to run a few keywords to try it out.
 

adri92

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I think the long term growth here would just be start with a narrow audience (who you think your highest converters would be) - meaning start with low bids on long tail keywords only targeting your best converting genders, ages, and geos. If/when that works, expand from there. The problem, of course, with high ticket items is that likely competition is high and/or conversion is low so start with your highest converters to prove concept
Thanks, it really opens up my mind on how the campaign works. I know those things like looking for high intent keyword and targetting but I can't seem to connect those ideas. Your word makes all the sense.
 

adri92

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Hmm, I guess you are selling your products online and aren't relying on foot traffic? Just asking since you said small local business.

Its hard to say without knowing your exact product and doing some keyword research on it but I would say that unless that it is a very high competition product area that high ticket products probably perform better on google than small ticket. If it is a highly competitive area with high CPC's (check the google keyword planner) you may need to dig deeper for some long tail, cheaper keywords to focus on.

I feel like this is an under-utilized part of google ads but definitely use the knowledge of customers from your past purchases to narrow down your audience - meaning you can reduce your bids on certain genders, ages, or geos or negate them completely to only leave your highest converting traffic. I feel like many discussions of google ads on here rely on bidding and keywords but google gives you a ton of data on your audience to make a highly targeted campaign
My niche is actually high competition, but the competition in terms of ads and online marketing is still low due to the fact that most of the business owners in the niche are old and rely more on traditional marketing (in my country at least)
 

kelturon

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Is it possible to advertise a "Instagram mass DM" or "telegram mass DM" service on Google ads (search)? If not, why? Are there any clear guidelines or is it all up to moderators and domain authorities? Because I see fiver and Upwork running ads on this keywords...
 

MMM122

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Hello,

I am running a remarketing searching ads now. But the impression share and click is low. Maybe I didn't set right audience listing? Or the keyword is not right? How could I find the right kerwords.

Thank you
 
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