I finally decided to start a podcast on PPC topics 🙂
It’s called “Google Ads For Grown Ups”, the podcast that helps PPC advertisers get beyond the basics and boost Google Ads performance. I will be sharing my experiences in optimizing Google Ads.
I won the “popular vote” `for being the “most influential PPC expert” , woooop!
I F-ed up , missed some emails from Google on a client not having consent mode implemented correctly. Conversion tracking failed, never came back 100%. Here’s the story:
Anu Adegbola, for being such an active voice in the industry (SEL editor, SMX moderator, founder PPC Live).
Amy Hebdon, for her emphasis on creating great creatives.
“What is the difference between AI Max and P-Max?”
A: AI Max explains why your budget disappeared. P-Max just says, “Trust me.”
It’s not going to be a change with high visibility like for instance AI Max, deprecation of match types or DSA. It’s going to be something that’s more hidden inside the platform, ie: change in match type/close variant behavior, or subtle increases in adrank thresholds, or uncommunicated changes in the smart bidding algorithm or DDA.
Here’s a short list of things I recommend to distinguish yourself from the average Google Ads manager:
Master and then move beyond the foundations of Google Ads beyond the Google Ads certificate and learning the interface, I recommend you regularly study Google’s ”New features & announcements” and the Beta’s to understand what changed, why it changed, and how it could benefit their account. Implement the habit of studying the support docs on a (bi)weekly basis. Lots of little known details there.
Master conversion tracking:
For e-comm: beyond adding a conversion tracking tag to a thank-you page, learn how to communicate returns, cLTV and profit to Google Ads.
For lead-gen: move beyond tracking a form-submit –> dedupe leads, track spam leads, and communicate the value of MQLs, SQLs, Prospects, and Sales to Google Ads.
Master landing page optimization
For e-comm: next to optimizing the UX, learn how to avoid “higher CVR, lower margin” traps –> test up-sells and cross-sells increase the value of the click.
For lead-gen: don’t just send clicks to generic landing pages. Learn how to optimize for lower conversion rates and increased lead quality. Form friction is a feature, not a bug.
Master standard campaign types:
Don’t just “launch PMax.” Learn how to control it by using it next to standard campaign types.
Master value-based bidding:
For e-comm: move beyond basic revenue based bidding –> optimize for profits (POAS) and/or cLTV. Learn how to cap outlier values to stabilize the smart bidding algorithm.
For lead-gen: move beyond a basic target CPA –> switch the bidding algorithm from Cost Minimization (cheapest leads possible) to Revenue Maximization (highest value leads possible), use value based bidding combined with custom goals with conversion actions that track lead value.
Master the art of scaling
Don’t just increase budgets and spend ->
For e-comm: inventory constraints, diminishing returns and seasonal demand
For lead-gen: sales capacity, response-time decay, geographic saturation, and diminishing marginal lead quality.
Few more specifically for e-comm:
Master product feed management and Google Merchant Center Learn how to optimize product attributes, use supplemental feeds, and use feed rules to their advantage.
Master P&L’s Look beyond Google Ads metrics -> learn about unit economics, contribution margin vs gross margin, cashflow management.
Embrace AI in your workflow. Explore, but don’t chase every shiny object. Stick to one or two tools for each task, learn how to use them, evaluate your choice of tools no more than once per month. Experiment, then commit.
Put physical first, the rest will follow.
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