Google Adwords Five New Features
Gary and Arron discuss five new key features you should be using in Google Adwords.
FULL TRANSCRIPT BELOW:
Aaron K.: Hey everybody, welcome to American Small Business Institute. I’m Aaron Konzelman and we’re here again today with Gary Bernier.
Gary B.: Hi.
Aaron K.: How are you?
Gary B.: I’m great.
Aaron K.: Awesome, rock and roll.
Gary B.: Aaron, we’re going to talk about the five things that your Google AdWords guy should be talking to you about.
Aaron K.: Awesome.
Gary B.: I hear Roy talk a lot about the digital weasels. I’ve taken over a number of accounts for clients. These are five things that if they’re not talking to you about, they’re probably not doing the job you need done.
Gary B.: The way you make money in Google AdWords is you be lazy. You set it and forget it and that’s the way I inherit most accounts. One of the things Google did last year was they expanded their tech stats. You’ve got three lines of headline and two lines of description, which gives you more room to say what you need to say. You don’t have to cut it down or cobble it up as much. It also takes up more screen real estate.
Gary B.: A, they usually beat the two line headline ads. I say usually because every once in a while if you did a good job on those they’re still winning, but you need to use the bigger ones, take up that real estate because it pushes everybody else down the page. On mobile, it helps you fill up the screen.
Aaron K.: Yes.
Gary B.: They should be showing you what they’ve done with that extra space. That’s the first thing.
Gary B.: The second thing is everybody talks about click price and click price should not matter. They should be either doing a cost per acquisition or going for maximum conversions. They should actually be paying for an acquisition cost or a conversion cost, which means they’ve gone deeper. They’ve done the thing on your website you wanted them to do. Just getting them to the website, to click, who cares. This is a change in your bidding process. They need to be talking to you about how they’re spending your money, how are they making the bids for you?
Gary B.: Third thing they need to do is they need to be testing or talking to you about responsive ads. Google’s AI is getting smarter, so they think they can write ads better than people. They built a system where you can pump in 15 headlines and 4 lines of description and depending upon the search term that gets typed in, Google will assemble the ad-
Aaron K.: Oh, I got you.
Gary B.: From those 15 headlines and those four lines of description, and puts something together.
Gary B.: The reporting on it sucks, I’ll be honest. They’re not outperforming the human ads yet.
Aaron K.: Of course, yeah.
Gary B.: If you’re not playing with the system and studying the system and trying to make it work for your customers because Google’s AI’s only going to get better, right?
Aaron K.: Yeah, exactly, yeah.
Gary B.: Number four, I call it no playing games. If they’re doing any display advertising, they want to make sure that they’re paying for any clicks from games.
Gary B.: Google last year didn’t tell anybody they did this, it just kind of happened, is their gaming platforms, everybody who hooks up through Google Play and their platforms for their apps, where they’re showing off the Google Ads. They starting feeding everybody’s business ads over there onto the games.
Aaron K.: What? I did not know that.
Gary B.: Yep. The impression count went up. The clicks went up. They’re cheap clicks because it’s displayed, but they’re useless, so just cut them out.
Gary B.: Number five, constantly test. They should be talking to you about, your Google AdWords person should be talking to you about the test they started running three days ago, 60 days ago, how’s it going, what’s working, what’s winning this. Google believes in this so much that they’ve actually created something called Drafts and Experiments. A draft allows you to make a whole bunch of changes to something. You’re copying an existing thing, you muck about with it, and then you can turn it into an experiment. The experiment runs side by side.
Aaron K.: Like an A/B.
Gary B.: Totally like split testing. Exactly that. They’ve given you this new mechanism for taking what’s working, copying it, tweaking it, and then running the two in parallel and seeing which one works better.
Aaron K.: Cool.
Gary B.: Those are the five things that your Google AdWords should be having the conversation with you about, not just saying, “Oh yeah, I got you a bunch of clicks this month.”
Aaron K.: Great. Thanks man.
Gary B.: Thank you.
Aaron K.: Rock and roll. All right we’ll see you next time. All right we’ll see y’all next time too.