Welcome to the Best SEO Podcast! Ep. 546
The Best SEO Podcast by Bestseopodcast.com Having 1st aired in 2009, with over 3.6 million downloads in 100+ counties, “SEO Podcast, The Best SEO…
Paid Search & Ads
PPC Ad Management: 5 Bad Habits to Break by Lisa Raehsler #404
Breaking five PPC ad management bad habits, including set-it-and-forget-it ad rotation, poor geo-targeting, weak negative keyword use, ignoring mobile app ads, and skipping ad extension strategy, improves campaign performance and conversion rates.
Key takeaways
- Never leave ads on indefinite rotation without returning to analyze conversion data, not just click-through rates.
- Always switch Google's default geo-targeting to show ads only to people located in your target area.
- Build a negative keyword list before launching a campaign to avoid wasting budget on irrelevant clicks.
- Exclude mobile game apps from display campaigns by adding AdSense for mobile apps to exclusions.
- Ad extensions should be planned strategically to avoid duplicate information and to claim more page real estate.
never just throw money against the wall and see if it sticks
About this episode
PPC Ad Management: 5 Bad Habits to BreakBad habits are hard to break, but now is the best time to rehabilitate your PPC account ad management to improve your results moving forward. Join Chris and Matt as they talk about 5 Bad Habits to Break for PPC Ad Management.
Questions this episode answers
Why is rotating PPC ads indefinitely considered a bad habit?
When ads rotate indefinitely, the decision of which ad to show is based on clicks, not conversions. Advertisers should monitor rotation data themselves and decide which ad drives actual conversions, such as a buy now call to action that gets fewer clicks but more purchases than a softer read more prompt.
How do you stop Google Ads from showing to people outside your service area?
Google's default geo-targeting includes people who show interest in an area, not just those located there. Advertisers should manually switch this setting to target only people in the geographic location, and use exclusions to remove areas like major airports where irrelevant searchers may be present.
What is the best practice for negative keywords in PPC campaigns?
Negative keywords should be researched and added before a campaign launches. Using only exact match negatives, which is Google's default, excludes too little. The recommendation is to use phrase match and broad match negatives as well, since Google can serve ads in unexpected ways.
What are the three types of ad extensions and what do they each do?
According to the article discussed, site links connect to deeper content, structured snippets highlight a specific aspect of a product or header with no link, and call outs highlight features or benefits also with no link. Using them strategically avoids duplicate information and captures more page real estate.
In their words
never just throw money against the wall and see if it sticks, right? Don't just say, oh, I'm going to leave this and then I'll eventually come back.
Host
Terms defined in this episode
- Rotate Ads More Evenly
- A Google Ads setting that distributes ad impressions evenly across multiple ads so advertisers can collect data, though Google notes it is not recommended for most advertisers.
- Negative Keywords
- Keywords added to a PPC campaign to prevent ads from showing for irrelevant searches. Using only exact match negatives excludes too little, so phrase and broad match negatives are also recommended.
- Ad Extensions
- Additional pieces of information added to PPC ads, including site links, structured snippets, and call outs, that expand the ad and take up more real estate on the search results page.
- Geographic Location Targeting
- A campaign setting in AdWords and Bing Ads that controls where ads are shown. Google's default includes people with interest in an area, not just those physically located there.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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