B2B marketers pump crazy amounts of money into Google Ads every day. And when you dig a little deeper, it’s even crazier how much of that money gets wasted.
That’s why on this week’s DGU episode, we brought Silvio Perez back for a Google Ads masterclass. We cover the key to successfully planning your ads, three common mistakes to avoid, how to start testing ads, and what the future holds for marketers.
Plus, we also announce a brand new channel in Metadata for Google Ads, which will transform the way you execute campaigns through our platform.
Watch the full episode to learn the secrets to unlocking the most value from your Google Ads.
Watch the full episode
In the meantime, here are the three top takeaways from this episode.
Three top takeaways:
Takeaway 1: The devil’s in the details
Paid advertising can feel like a shot in the dark, a mysterious beast that either churns out good results or doesn’t. But the devil is in the details, and the best thing you can do to get on top of your Google Ads is to learn those details.
Silvio suggests focusing on three key areas:
- Learning the details of your campaigns and keywords (if you outsource this to an agency)
- Running the math and setting realistic revenue and lead goals based on real results (not hopes and dreams)
- Learn to understand the metrics and the story they tell. That way, you won’t have to guess what to do next.
By learning more about your existing campaigns and basing them on sound logic rather than guesswork, you can start to take better control of your campaign’s results. So, don’t shy away from the details!
Takeaway 2: The way we use Google Ads is changing
It’s no secret that marketers are constantly on their toes, adapting to changes in best practices, rules, and algorithms. To stay ahead of the game, it’s a good idea to know what to expect in the future of Google Ads.
According to Silvio, there are some big changes coming to Google, including:
- A greater focus on server-side tracking
- Less conversion data due to stricter privacy settings
- Google’s Performance Max campaigns will be key to helping you buy ads in the future
If you want to keep on top of the changes, the best thing you can do is watch and learn from Google announcements and all the tons of free resources out there. Just be sure the information you’re reading or watching is in date because things change all the time.
Takeaway 3: Don’t ONLY listen to Google
Google knows its stuff, that’s true. But it wants you to do two things: Use pure broad match on keywords and use automated bidding. If you ask Google what they recommend for your campaign, they’ll probably tell you to focus on these two things.
However, for most advertisers, this isn’t the best place to get started. Pure broad match literally tells Google to show your ads for any searches deemed remotely relevant. It sounds great in theory, but it sometimes means your ads turn up in an irrelevant pile of junk online.
Silvio recommends new Google advertisers start with a laser focus. You want to nail down the traffic, but you also need to get that conversion side as well. Google’s recommendations help with the first part, but the rest is up to you.
Boosting conversion rates means you have to look at your landing pages, your keywords, how quickly your web page explains what you do, and so on. So, the take-home message is – look beyond Google’s pure broad match and automated bidding. Make sure it’s only part of the work you do on your campaigns.
BONUS: Metadata is launching a new channel integration in the platform that will help to transform the way you manage Google Ads. Click here to find out more.