September 16, 2025 • 18 mins
Are you tired of your Google Ads budget disappearing with no results? 😩 Many small businesses waste 25% or MORE of their ad spend! This video is your guide to optimizing your Google Ads campaigns.
In this video, I reveal 7 SIMPLE, ACTIONABLE steps to attract more customers and boost your ROI – no tech wizardry required! ✨
In this video, you'll discover: How often to optimize your Google Ads for maximum impact. Tip 1: Use Negative Keywords to stop wasting money on irrelevant searches. Tip 2: Focus on Specific Keywords (Long-Tail & Exact Match) to reach the RIGHT people. Tip 3: Ditch "Vanity Metrics" and focus on what truly drives your business (Conversions, CPA, ROAS). Tip 4: Smartly Target Your Audience & Schedule to show ads at the best times and places. Tip 5: Use Ad Assets (Extensions) to make your ads bigger and more informative. Tip 6: Optimize Your Landing Pages to close the deal and lower your costs. Tip 7: Ensure Accurate Conversion Tracking – the #1 tip for knowing what's working! Don't let Google Ads eat your budget! Implement these tips TODAY and turn your digital marketing around.
👍 If you found this video helpful, please LIKE and SUBSCRIBE to the channel for more strategies, tips, and tactics to boost sales and profits! Let me know your Google Ads questions in the comments below! 👇
Looking for personalized guidance to amplify your digital marketing results? 📢 Connect with me now: 📧 Email: toby@39celsius.com 🌐 Website: https://www.39celsius.com/ ⭐Book a free call with me: https://keap.app/booking/39celsiuswebmarketingconsulting/15-minute-initial-consultation
Contact us: 32605 Temecula Pkwy, Ste 305 Temecula, CA 92592 📞Phone: 951-444-0174
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
- Are you running Google Ads
but feel like you're throwingmoney into a black hole?
Or do you wish yourGoogle Ads worked better
and delivered better results
but you don't have hoursto become an expert?
And here's the shocking statistic.
According to WordStream,
many small businesses reportedly waste 25%
or more of their a spend search budget.
(00:21):
Personally, I would say that for many,
they're wasting more than25% of their ad spend.
Spending money withoutresults is frustrating.
And here's a PSA Publicservice announcement.
If you're using Google support to help you
with your Google Ads campaigns,
you're likely wasting even more money
unless you're a huge account,
(00:42):
Google ad support is largely not great
and in many, many cases will cost you more
in wasted ad spend.
Here's a comment from a formerGoogle employee in a forum
that supports this.
So unless you're spendingsignificant sums with Google Ads,
you likely will receivepoor advice that burns more
of your budget than itdelivers in results.
(01:03):
With that said, Google Adsis a fantastic platform
with tremendous potential
for your business whenit is well optimized.
So in this video we're gonnabreak down simple actionable
steps to optimize your Google Ads campaign
so you can attract more customers,
achieve a better return onyour investment without needing
to be a tech wizard, we'll focus on
(01:25):
what delivers the highestreturn on investment.
Hello everyone. I'mToby Danylchuk, founder
of 39 Celsius Web Marketing Consulting.
For over two decades,
I've been helping businesseslike yours increase sales
and profit from digital marketing.
If you're ready to turn yourdigital marketing results
around so they're amplifyingyour results, stick around.
(01:45):
And if you find this video helpful
and want more strategies, tips,
and tactics to boost yoursales and profits, please like
and subscribe to mychannel for future videos.
And if you're seekingpersonalized marketing guidance
for your business, callme now at (951) 444-0174
or email me at toby@39celsius.com.
(02:06):
My contact informationis also included in the
video description below.
And in all my videos Iincluded additional links
and resources in the videodescription, so be sure
to check those out as well.
Optimizing Google ads is fine tuning your
advertising machine.
You analyze how your ads are performing,
then make small incremental changes
to improve their effectiveness.
(02:27):
There are many levers in acampaign that you need to adjust.
Ongoing Google Ads is not aset it and forget it platform.
The online advertising worldchanges fast with new tools,
trends, and competition.
What worked last month in Google Ads
might not work tomorrow.
Without optimization, yourcampaigns become stale
and quickly eat
(02:48):
through your budgetwithout delivering results
and Google will gladly take your money.
But our goal today is
to ensure your campaignsare performing the best.
So first up, how oftenshould you optimize?
Typically takes two to sixweeks to gather enough data
for meaningful optimizations depending on
how much you're spending
and the volume of yourdata that your account has.
(03:10):
Remember Google Ads operates based on data
and without it yourcampaigns are flying blindly,
which is why you should haveyour your digital plumbing in
place to ensure that you'recapturing the data of
what people are doing on your site
and that that data is being passed back
to Google Ads to act on.
If you're unsure of yourdigital plumbing setup, be sure
(03:33):
to check out my related video
and blog post titled GoogleAds Conversion tracking.
Don't run ads without it.
You can just Google the ad inmy name and it should come up,
or a link to it is in thevideo description below.
Or of course we offer aservice to set that up for you.
Just call or email mefor more information.
So our recommendation for optimizing
(03:53):
a complete accountoptimization should be done
at least once a month.
Make minor adjustments on a daily
or weekly basis to addressimmediate issues such
as underperforming keywordsor new market trends.
This prevents wasting money on things
that could have been fixed sooner.
And here are my top seven simple tips
to optimize your Google ads.
(04:15):
Tip number one, use negativekeywords with search campaigns.
Stop wasting money on irrelevantsearches. What are they?
These are words
or phrases that you don'twant your ads to show up for
and apply to any search campaigns.
For example, if you're, let'ssay a personal injury lawyer
and you want car accidentcases, you wouldn't want your ad
(04:36):
to show for medical malpractice attorney
or assault and battery.
So you would add those
as negatives if they're comingup in the search terms report
and I'll demonstrate how
to run the search termsreport in just a second.
Why negative keywords matter.
They prevent your ads fromappearing for searches
that won't convert into sales
(04:56):
or stop your ad from showing
for services you do notprovide, thus saving you money.
You can add them at the campaignor even an account level.
Here's some common examples toexclude the words using free
or jobs reviews, how to salary, YouTube,
Amazon if you're notselling on those platforms,
but you will need to run
(05:17):
what is called the searchterms report regularly
to find more search terms
that you do not want whenyou first start a campaign,
run the search terms report daily
and add your negativesearch terms that you find.
Then you can run it biweekly
as you see fewer termsthat you want to block.
Remember, depending on thematch type of your keywords,
your ads will match thevariations on the words
(05:39):
that you have added.
If you're not familiarwith keyword match types,
Google has basically threedifferent keyword match types.
Broad phrase
and exact broad match termsare entered with nothing else,
just the key words.
Broad match terms will matchto all sorts of variations,
misspelling, synonyms.
Here's an example of an accountthat we audited recently.
(06:00):
See how many variations thebroad match phrase sports
massage therapist matches to.
There are all sorts of keyword phrases.
We have chiropractorterms, physical therapy
and competitor terms that allmatch to the single keyword.
Now, there are a couple things
to keep in mind with broad match.
First broad match mayseem somewhat wasteful,
but it does help surfaceother search terms
(06:21):
that you didn't think of.
And second, with broad match,Google uses machine learning
to crawl your landing page and website.
Understanding what otherphrases would be a good match
to show your ad for thisis a huge improvement from
how it worked in the past.
Nonetheless, if themajority of the phrases
that you find in the searchterms report are not relevant
(06:41):
to you, then I would considernot using broad match.
Next up, we have phrasematch search terms labeled
as phrase match, have quotes around them,
phrase match tells Google Showmy ad for any search phrases
that people type in that havethose keywords in the quotes,
but it can have words before or after,
but Google will alsoshow for close variance.
(07:04):
Here's the search termsreport for the phrase
massage for pain.
We can see the variationsthat include the words massage
and pain, but it also is showing your ad
for search phrases islabeled as close variance,
so not quite as wide open as broad match,
but still plenty of variation.
Then finally, we have exact match,
which is the most restrictive match type
(07:26):
and limits what search terms your ad shows
to the exact phrase that youentered or close variance.
So let's see what this exactmatch keyword sports massage
shows for variations.
As we can see, there arenot many variations compared
to our early examples ofbroad and phrase match.
So the search terms reportis probably the single best
report to improve performance
(07:47):
and cut any waste from your campaign,
so make sure you use it often.
Tip two, focus on specifickeywords, long tail keywords
and exact match andreach the right people.
Long tail keywords.
These are longer morespecific search phrases,
typically three to fivewords instead of shoes.
Think men's waterproof,hiking shoes online
(08:08):
and the benefits of long tail keywords.
They are more specific,
often less competitive and user searching.
These terms usually havehigher purchase intent.
This means a better chance of conversion,
exact match keywords.
These make your ad appearonly when someone searches
for the exact keyword ora very close variation.
They consistently have ahigher conversion rate as well.
(08:31):
How to find them. Use Google'skeyword planner, a free tool
or look at your ownsearch terms report to see
what people already are searchingfor when your ads appear.
And here's a pro tip,
add your top performing searchterms from the search terms
report as new keywords to your campaigns.
This helps Google show the rightad from the right ad group.
(08:53):
Tip three, ditch vanity metrics.
Focus on what drives yourbusiness, what to ignore.
Don't get caught up in themetrics that look good,
but don't drive real resultslike clicks or impressions.
They don't tell the whole story.
Metrics that do matter foryour business are going
to be conversions.
The ultimate goal, a sale,a lead form, a sign up
(09:14):
or phone call, cost per conversion, CPA
or cost per action is the amount you spend
to achieve one conversion.
Keep this sustainable foryour business conversion.
Rate the percentage ofpeople who click your ad
and then complete your desired action.
A higher rate means your adsand landing page are effective.
Return on ad spend.
The revenue you generated
(09:36):
for every dollar you spend on advertising.
ROAS is a simple formula.
It's just sales fromads divided by ad spend.
The higher the number thebetter. Why track these?
Because these metrics directlyshow you if your advertising
is making you money, andat the end of the day,
that's why we're doing this right now.
Keep in mind most of thesemetrics you cannot see
(09:56):
or calculate if you haven'tset up your digital promming
to track the most critical conversion
actions on your website.
So be sure to check out my related posts
that I mentioned earlier,Google ads, conversion tracking.
Don't run ads without it.
You can Google that in my and my name
and the link should come up
or I put a link to the inthe video description below.
(10:17):
Tip four smartly. Target youraudience and add schedules.
Show your ads at thebest times and places.
Let's start with demographics.
Adjust bids based age groups, genders
or income levels that perform best.
For example, if you sell retirement homes,
target people 55 and older.
Then for geographical targeting,
focus your ads on specific locations
(10:38):
where your customers are, increase bids
and high performing areas
and reduce them where performance is low.
Next is ads scheduling,also known as day partying.
Show your ads moreaggressively during the times
or days of the week whenthey perform the best.
Reduce spending duringlow performing periods.
I have a related post
and video that goes into farmore detail about using a
(11:01):
scheduling titled GoogleAds, scheduling Day partying,
increasing your Lead Sales.
You can find it byGoogling that and my name
or a link is in the videodescription below as well.
Then utilize your customerlists to build remarketing lists
for search ads, also known as R LSAs.
Target. People who havealready visited your website
(11:23):
or those who've alreadypurchased or visited
and didn't purchase orwatched a YouTube video.
These users are oftenmore likely to convert
because they're alreadyfamiliar with your brand.
Retargeting past websitevisitors is a great way
to increase repeat purchases,
and if you have a largeaudience list, load
that into Google ads.
Here's an example of a client of ours
(11:43):
that matched 73,000 peoplethat we can retarget.
Imagine that that's the sizeof a football stadium of people
that you can keep your brand in front of,
maintain mind share andincrease repeat visits.
Plus Google Ads will give you all sorts
of demographic data about yourlist that you just loaded,
gender, age, parent or not a parent.
Pretty cool, right?Then use these audiences
(12:06):
to create lookalikeaudiences to find people
who are similar to that list.
Google ads lookalike audiencesare similar to Facebook
or meta lookalike audiences,
but you can only use a lookalike audience
with demand gen campaigns.
Tip five, use ad assets orextensions make your ads bigger
and more informative.
What our ad assets, theseare additional pieces
(12:26):
of information that appear with your ad,
making it stand out in givingusers more reason to click.
Here's some examples.
Call extensions puts your phonenumber directly in the ad.
This is great for mobile users
to call instantly whenthey want your service.
Then location extensions.
Put your business address
and your ads helpinglocal customers find you,
or they can click on the address
(12:48):
to open up Google Maps for directions.
Site link extensions, these are links
to specific pages on yourwebsite, for example,
best sellers contact usoffers then utilize callouts,
which are short snippets of text
that also expand your ad size,
but in comparison with sitelinks, callouts are not links,
just text often.
We use these to highlightmeaningful features
(13:09):
and benefits of a product or service.
Next, considering use price extensions,
these showcase products orservices with their prices.
The benefits are thatassets maximize impact
by providing more tailoreddata-driven content
and improve your ads click-through rate.
Keep in mind that GoogleAds determines when
to display assets in your ads
(13:30):
so you don't have controlover when they appear.
Google decides this if it canimprove the ad performance
and to mix up how ads appear.
So searchers do not get usedto seeing the same ad format
and skip over the ads.
Tip six, optimize yourlanding pages. Close the deal.
What is a landing page? Thisis just the webpage someone
lands on after they click your ad.
(13:51):
It's the make or break moment.Don't take landing pages.
Lightly landing pages not only affect
how many conversions you aregetting from your ad spend,
they can also impact howmuch Google charges you.
A good landing page experienceis rewarded by Google
through lower cost toyou as an advertiser.
In other words, if youhave a poor landing page,
(14:11):
you will pay more
and see less exposure than a competitor
that has a great landing page experience
and your homepage is nota great landing page.
Generally speaking, here'san example of how you need
to think about and approach landing pages.
Landing pages should reducefriction in the sales process.
Ask yourself this, what is thecustomer trying to achieve?
Then help them achieve their goal.
(14:32):
For example, suppose you'rea personal injury attorney
bidding on keywordsrelated to car accidents.
In that case, you needto land them on a page
that is specifically about car accidents,
not a general homepage
that covers all injurycase types that you handle.
You can find the landing pageexperience score from your
keywords report why it's essential.
(14:55):
Again, if your landing page doesn't match
what your ad promised users will leave
and bounce wasting your ad spend.
A good landing page bridgesthe gap between your ad
and a customer's action,
and a well optimized landingpage boosts your Google Ads
quality score leading to lowercosts and better ad positions
and more exposure.
The key elements of a landingpage include relevance,
(15:17):
the content, keywords
and message that mustmarry your ad copy speed.
It needs to load fast,especially on mobile devices.
Over half of mobile users leavea page if it takes more than
three seconds to load mobile friendly.
Ensure it looks and worksgreat on all devices.
Include clear calls toaction and a prominent button
(15:37):
or link that tells peopleexactly what to do.
Next, buy now. Get a quote,sign up simple design,
avoid distractions andmake it easy to understand
and use trust signals includecustomer testimonials,
reviews, or security badges.
I have a re two related postsfor a deeper dive on how
to create high convertinglanding pages titled PPC landing
(15:58):
page Best practices, how
to create high converting landing pages,
and then maximizing conversions, the power
of aligning landing pageswith Google ad campaigns,
and then actually a thirdvideo in a post titled website
Redesign slash Google ad costs
by 50%, and that's a case study.
Just Google those titles withmy name and it'll come up
(16:18):
or links to those or in thevideo description as well.
Finally, tip seven, ensureaccurate conversion tracking.
Know what's working, whyit's the number one tip.
I mentioned this earlier on,
but all your optimizationdecisions rely on
accurate conversion data.
If your tracking is off
or just not set up, yourdata is misleading, so how
(16:38):
to check regularly.
Confirm that your conversions,tracking tags, pixels,
and codes are workingcorrectly on your website.
Signs of an issue, noconversions, conversion,
suddenly doubling or Google Analytics
and Google Ads data are not matching.
And to see conversions inyour campaigns, just go
to the modified columnsto show your conversions.
If you're unsure of yourdigital plumbing setup, be sure
(17:00):
to check out my related video
and blog post titled GoogleAds Conversion tracking.
Don't run ads without it,
and again, just Google that in my name
and it should come up, or a link is in the
video description as well.
Finally, common Google ad mistakes
to avoid ignoring exact match key words,
don't miss out on this highconverting match type next
(17:20):
blindly acceptingGoogle's recommendations.
Google's suggestions areoften in its best interest,
not always yours.
Continue to evaluate a recommendation what
and what it will do to your account.
Before accepting
and watch out for thoseautomated optimizations,
they will introduce all sortsof poor changes that leads
(17:41):
to more wasted ad spend.
If you're unsure, post yourquestion in the comments
and I'll reply, and then I'dconsider just having auto
apply off.
Google can automatically add key words,
change your bid strategy.
If this is enabled, which canwreck accounts, turn it off.
Next, believing AI is infallible.
While AI has its uses,
(18:02):
it's it lacks humanunderstanding and wisdom.
Your brain remains thebest marketing tool.
So we covered essentialtips for Google ads,
optimization from keywordsand targeting to landing pages
and tracking, continuous monitoring
and management are key toachieving success with Google Ads.
Don't set it and forget it
and don't blindly takerecommendations from Google support
(18:25):
or its recommendations as benefiting you.
Start implementing these tips today
or if you'd like us to audit
or run your Google Ads campaigns for you,
call me now at (951) 444-0174
or email me at toby@39celsius.com
and let's discuss your project.
I'd love to hear from you.
What questions do you haveabout optimizing Google ads?
(18:47):
Let me know in the comments below
and please gimme a thumbs up
and subscribe to our channelif you found it helpful.
Thanks for spending a fewminutes out of your day with me.
I'll see you in our next video
where we dive deeperinto digital marketing.
- Are you running Google Ads
but feel like you're throwingmoney into a black hole?
Or do you wish yourGoogle Ads worked better
and delivered better results
but you don't have hoursto become an expert?
And here's the shocking statistic.
According to WordStream,
many small businesses reportedly waste 25%
or more of their a spend search budget.
(00:21):
Personally, I would say that for many,
they're wasting more than25% of their ad spend.
Spending money withoutresults is frustrating.
And here's a PSA Publicservice announcement.
If you're using Google support to help you
with your Google Ads campaigns,
you're likely wasting even more money
unless you're a huge account,
(00:42):
Google ad support is largely not great
and in many, many cases will cost you more
in wasted ad spend.
Here's a comment from a formerGoogle employee in a forum
that supports this.
So unless you're spendingsignificant sums with Google Ads,
you likely will receivepoor advice that burns more
of your budget than itdelivers in results.
(01:03):
With that said, Google Adsis a fantastic platform
with tremendous potential
for your business whenit is well optimized.
So in this video we're gonnabreak down simple actionable
steps to optimize your Google Ads campaign
so you can attract more customers,
achieve a better return onyour investment without needing
to be a tech wizard, we'll focus on
(01:25):
what delivers the highestreturn on investment.
Hello everyone. I'mToby Danylchuk, founder
of 39 Celsius Web Marketing Consulting.
For over two decades,
I've been helping businesseslike yours increase sales
and profit from digital marketing.
If you're ready to turn yourdigital marketing results
around so they're amplifyingyour results, stick around.
(01:45):
And if you find this video helpful
and want more strategies, tips,
and tactics to boost yoursales and profits, please like
and subscribe to mychannel for future videos.
And if you're seekingpersonalized marketing guidance
for your business, callme now at (951) 444-0174
or email me at toby@39celsius.com.
(02:06):
My contact informationis also included in the
video description below.
And in all my videos Iincluded additional links
and resources in the videodescription, so be sure
to check those out as well.
Optimizing Google ads is fine tuning your
advertising machine.
You analyze how your ads are performing,
then make small incremental changes
to improve their effectiveness.
(02:27):
There are many levers in acampaign that you need to adjust.
Ongoing Google Ads is not aset it and forget it platform.
The online advertising worldchanges fast with new tools,
trends, and competition.
What worked last month in Google Ads
might not work tomorrow.
Without optimization, yourcampaigns become stale
and quickly eat
(02:48):
through your budgetwithout delivering results
and Google will gladly take your money.
But our goal today is
to ensure your campaignsare performing the best.
So first up, how oftenshould you optimize?
Typically takes two to sixweeks to gather enough data
for meaningful optimizations depending on
how much you're spending
and the volume of yourdata that your account has.
(03:10):
Remember Google Ads operates based on data
and without it yourcampaigns are flying blindly,
which is why you should haveyour your digital plumbing in
place to ensure that you'recapturing the data of
what people are doing on your site
and that that data is being passed back
to Google Ads to act on.
If you're unsure of yourdigital plumbing setup, be sure
(03:33):
to check out my related video
and blog post titled GoogleAds Conversion tracking.
Don't run ads without it.
You can just Google the ad inmy name and it should come up,
or a link to it is in thevideo description below.
Or of course we offer aservice to set that up for you.
Just call or email mefor more information.
So our recommendation for optimizing
(03:53):
a complete accountoptimization should be done
at least once a month.
Make minor adjustments on a daily
or weekly basis to addressimmediate issues such
as underperforming keywordsor new market trends.
This prevents wasting money on things
that could have been fixed sooner.
And here are my top seven simple tips
to optimize your Google ads.
(04:15):
Tip number one, use negativekeywords with search campaigns.
Stop wasting money on irrelevantsearches. What are they?
These are words
or phrases that you don'twant your ads to show up for
and apply to any search campaigns.
For example, if you're, let'ssay a personal injury lawyer
and you want car accidentcases, you wouldn't want your ad
(04:36):
to show for medical malpractice attorney
or assault and battery.
So you would add those
as negatives if they're comingup in the search terms report
and I'll demonstrate how
to run the search termsreport in just a second.
Why negative keywords matter.
They prevent your ads fromappearing for searches
that won't convert into sales
(04:56):
or stop your ad from showing
for services you do notprovide, thus saving you money.
You can add them at the campaignor even an account level.
Here's some common examples toexclude the words using free
or jobs reviews, how to salary, YouTube,
Amazon if you're notselling on those platforms,
but you will need to run
(05:17):
what is called the searchterms report regularly
to find more search terms
that you do not want whenyou first start a campaign,
run the search terms report daily
and add your negativesearch terms that you find.
Then you can run it biweekly
as you see fewer termsthat you want to block.
Remember, depending on thematch type of your keywords,
your ads will match thevariations on the words
(05:39):
that you have added.
If you're not familiarwith keyword match types,
Google has basically threedifferent keyword match types.
Broad phrase
and exact broad match termsare entered with nothing else,
just the key words.
Broad match terms will matchto all sorts of variations,
misspelling, synonyms.
Here's an example of an accountthat we audited recently.
(06:00):
See how many variations thebroad match phrase sports
massage therapist matches to.
There are all sorts of keyword phrases.
We have chiropractorterms, physical therapy
and competitor terms that allmatch to the single keyword.
Now, there are a couple things
to keep in mind with broad match.
First broad match mayseem somewhat wasteful,
but it does help surfaceother search terms
(06:21):
that you didn't think of.
And second, with broad match,Google uses machine learning
to crawl your landing page and website.
Understanding what otherphrases would be a good match
to show your ad for thisis a huge improvement from
how it worked in the past.
Nonetheless, if themajority of the phrases
that you find in the searchterms report are not relevant
(06:41):
to you, then I would considernot using broad match.
Next up, we have phrasematch search terms labeled
as phrase match, have quotes around them,
phrase match tells Google Showmy ad for any search phrases
that people type in that havethose keywords in the quotes,
but it can have words before or after,
but Google will alsoshow for close variance.
(07:04):
Here's the search termsreport for the phrase
massage for pain.
We can see the variationsthat include the words massage
and pain, but it also is showing your ad
for search phrases islabeled as close variance,
so not quite as wide open as broad match,
but still plenty of variation.
Then finally, we have exact match,
which is the most restrictive match type
(07:26):
and limits what search terms your ad shows
to the exact phrase that youentered or close variance.
So let's see what this exactmatch keyword sports massage
shows for variations.
As we can see, there arenot many variations compared
to our early examples ofbroad and phrase match.
So the search terms reportis probably the single best
report to improve performance
(07:47):
and cut any waste from your campaign,
so make sure you use it often.
Tip two, focus on specifickeywords, long tail keywords
and exact match andreach the right people.
Long tail keywords.
These are longer morespecific search phrases,
typically three to fivewords instead of shoes.
Think men's waterproof,hiking shoes online
(08:08):
and the benefits of long tail keywords.
They are more specific,
often less competitive and user searching.
These terms usually havehigher purchase intent.
This means a better chance of conversion,
exact match keywords.
These make your ad appearonly when someone searches
for the exact keyword ora very close variation.
They consistently have ahigher conversion rate as well.
(08:31):
How to find them. Use Google'skeyword planner, a free tool
or look at your ownsearch terms report to see
what people already are searchingfor when your ads appear.
And here's a pro tip,
add your top performing searchterms from the search terms
report as new keywords to your campaigns.
This helps Google show the rightad from the right ad group.
(08:53):
Tip three, ditch vanity metrics.
Focus on what drives yourbusiness, what to ignore.
Don't get caught up in themetrics that look good,
but don't drive real resultslike clicks or impressions.
They don't tell the whole story.
Metrics that do matter foryour business are going
to be conversions.
The ultimate goal, a sale,a lead form, a sign up
(09:14):
or phone call, cost per conversion, CPA
or cost per action is the amount you spend
to achieve one conversion.
Keep this sustainable foryour business conversion.
Rate the percentage ofpeople who click your ad
and then complete your desired action.
A higher rate means your adsand landing page are effective.
Return on ad spend.
The revenue you generated
(09:36):
for every dollar you spend on advertising.
ROAS is a simple formula.
It's just sales fromads divided by ad spend.
The higher the number thebetter. Why track these?
Because these metrics directlyshow you if your advertising
is making you money, andat the end of the day,
that's why we're doing this right now.
Keep in mind most of thesemetrics you cannot see
(09:56):
or calculate if you haven'tset up your digital promming
to track the most critical conversion
actions on your website.
So be sure to check out my related posts
that I mentioned earlier,Google ads, conversion tracking.
Don't run ads without it.
You can Google that in my and my name
and the link should come up
or I put a link to the inthe video description below.
(10:17):
Tip four smartly. Target youraudience and add schedules.
Show your ads at thebest times and places.
Let's start with demographics.
Adjust bids based age groups, genders
or income levels that perform best.
For example, if you sell retirement homes,
target people 55 and older.
Then for geographical targeting,
focus your ads on specific locations
(10:38):
where your customers are, increase bids
and high performing areas
and reduce them where performance is low.
Next is ads scheduling,also known as day partying.
Show your ads moreaggressively during the times
or days of the week whenthey perform the best.
Reduce spending duringlow performing periods.
I have a related post
and video that goes into farmore detail about using a
(11:01):
scheduling titled GoogleAds, scheduling Day partying,
increasing your Lead Sales.
You can find it byGoogling that and my name
or a link is in the videodescription below as well.
Then utilize your customerlists to build remarketing lists
for search ads, also known as R LSAs.
Target. People who havealready visited your website
(11:23):
or those who've alreadypurchased or visited
and didn't purchase orwatched a YouTube video.
These users are oftenmore likely to convert
because they're alreadyfamiliar with your brand.
Retargeting past websitevisitors is a great way
to increase repeat purchases,
and if you have a largeaudience list, load
that into Google ads.
Here's an example of a client of ours
(11:43):
that matched 73,000 peoplethat we can retarget.
Imagine that that's the sizeof a football stadium of people
that you can keep your brand in front of,
maintain mind share andincrease repeat visits.
Plus Google Ads will give you all sorts
of demographic data about yourlist that you just loaded,
gender, age, parent or not a parent.
Pretty cool, right?Then use these audiences
(12:06):
to create lookalikeaudiences to find people
who are similar to that list.
Google ads lookalike audiencesare similar to Facebook
or meta lookalike audiences,
but you can only use a lookalike audience
with demand gen campaigns.
Tip five, use ad assets orextensions make your ads bigger
and more informative.
What our ad assets, theseare additional pieces
(12:26):
of information that appear with your ad,
making it stand out in givingusers more reason to click.
Here's some examples.
Call extensions puts your phonenumber directly in the ad.
This is great for mobile users
to call instantly whenthey want your service.
Then location extensions.
Put your business address
and your ads helpinglocal customers find you,
or they can click on the address
(12:48):
to open up Google Maps for directions.
Site link extensions, these are links
to specific pages on yourwebsite, for example,
best sellers contact usoffers then utilize callouts,
which are short snippets of text
that also expand your ad size,
but in comparison with sitelinks, callouts are not links,
just text often.
We use these to highlightmeaningful features
(13:09):
and benefits of a product or service.
Next, considering use price extensions,
these showcase products orservices with their prices.
The benefits are thatassets maximize impact
by providing more tailoreddata-driven content
and improve your ads click-through rate.
Keep in mind that GoogleAds determines when
to display assets in your ads
(13:30):
so you don't have controlover when they appear.
Google decides this if it canimprove the ad performance
and to mix up how ads appear.
So searchers do not get usedto seeing the same ad format
and skip over the ads.
Tip six, optimize yourlanding pages. Close the deal.
What is a landing page? Thisis just the webpage someone
lands on after they click your ad.
(13:51):
It's the make or break moment.Don't take landing pages.
Lightly landing pages not only affect
how many conversions you aregetting from your ad spend,
they can also impact howmuch Google charges you.
A good landing page experienceis rewarded by Google
through lower cost toyou as an advertiser.
In other words, if youhave a poor landing page,
(14:11):
you will pay more
and see less exposure than a competitor
that has a great landing page experience
and your homepage is nota great landing page.
Generally speaking, here'san example of how you need
to think about and approach landing pages.
Landing pages should reducefriction in the sales process.
Ask yourself this, what is thecustomer trying to achieve?
Then help them achieve their goal.
(14:32):
For example, suppose you'rea personal injury attorney
bidding on keywordsrelated to car accidents.
In that case, you needto land them on a page
that is specifically about car accidents,
not a general homepage
that covers all injurycase types that you handle.
You can find the landing pageexperience score from your
keywords report why it's essential.
(14:55):
Again, if your landing page doesn't match
what your ad promised users will leave
and bounce wasting your ad spend.
A good landing page bridgesthe gap between your ad
and a customer's action,
and a well optimized landingpage boosts your Google Ads
quality score leading to lowercosts and better ad positions
and more exposure.
The key elements of a landingpage include relevance,
(15:17):
the content, keywords
and message that mustmarry your ad copy speed.
It needs to load fast,especially on mobile devices.
Over half of mobile users leavea page if it takes more than
three seconds to load mobile friendly.
Ensure it looks and worksgreat on all devices.
Include clear calls toaction and a prominent button
(15:37):
or link that tells peopleexactly what to do.
Next, buy now. Get a quote,sign up simple design,
avoid distractions andmake it easy to understand
and use trust signals includecustomer testimonials,
reviews, or security badges.
I have a re two related postsfor a deeper dive on how
to create high convertinglanding pages titled PPC landing
(15:58):
page Best practices, how
to create high converting landing pages,
and then maximizing conversions, the power
of aligning landing pageswith Google ad campaigns,
and then actually a thirdvideo in a post titled website
Redesign slash Google ad costs
by 50%, and that's a case study.
Just Google those titles withmy name and it'll come up
(16:18):
or links to those or in thevideo description as well.
Finally, tip seven, ensureaccurate conversion tracking.
Know what's working, whyit's the number one tip.
I mentioned this earlier on,
but all your optimizationdecisions rely on
accurate conversion data.
If your tracking is off
or just not set up, yourdata is misleading, so how
(16:38):
to check regularly.
Confirm that your conversions,tracking tags, pixels,
and codes are workingcorrectly on your website.
Signs of an issue, noconversions, conversion,
suddenly doubling or Google Analytics
and Google Ads data are not matching.
And to see conversions inyour campaigns, just go
to the modified columnsto show your conversions.
If you're unsure of yourdigital plumbing setup, be sure
(17:00):
to check out my related video
and blog post titled GoogleAds Conversion tracking.
Don't run ads without it,
and again, just Google that in my name
and it should come up, or a link is in the
video description as well.
Finally, common Google ad mistakes
to avoid ignoring exact match key words,
don't miss out on this highconverting match type next
(17:20):
blindly acceptingGoogle's recommendations.
Google's suggestions areoften in its best interest,
not always yours.
Continue to evaluate a recommendation what
and what it will do to your account.
Before accepting
and watch out for thoseautomated optimizations,
they will introduce all sortsof poor changes that leads
(17:41):
to more wasted ad spend.
If you're unsure, post yourquestion in the comments
and I'll reply, and then I'dconsider just having auto
apply off.
Google can automatically add key words,
change your bid strategy.
If this is enabled, which canwreck accounts, turn it off.
Next, believing AI is infallible.
While AI has its uses,
(18:02):
it's it lacks humanunderstanding and wisdom.
Your brain remains thebest marketing tool.
So we covered essentialtips for Google ads,
optimization from keywordsand targeting to landing pages
and tracking, continuous monitoring
and management are key toachieving success with Google Ads.
Don't set it and forget it
and don't blindly takerecommendations from Google support
(18:25):
or its recommendations as benefiting you.
Start implementing these tips today
or if you'd like us to audit
or run your Google Ads campaigns for you,
call me now at (951) 444-0174
or email me at toby@39celsius.com
and let's discuss your project.
I'd love to hear from you.
What questions do you haveabout optimizing Google ads?
(18:47):
Let me know in the comments below
and please gimme a thumbs up
and subscribe to our channelif you found it helpful.
Thanks for spending a fewminutes out of your day with me.
I'll see you in our next video
where we dive deeperinto digital marketing.
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