The #1 Rule for Google Search Ads
You can’t run cost-effective ads if you don’t control your Cost Per Click.
Google wants to take over your Cost Per Click, because they make more money.
Google Tries to Take Over Your Cost Per Click Many Ways
Google promotes alternative bidding choices, including Conversions, Clicks, Enhanced CPC, ROAS, Goals, Optimizations ..
Google shows warnings, recommendations and choices in the Google Ads program.
The correct Bidding Setting for Your Search Campaign > Settings > Bidding = Manual CPC is hidden behind several layers of sub-menus that make it difficult to find and select.
Multiple Google Search campaigns can also steal clicks from your Rich Bruns Search Campaign, because Google makes more money charging you a higher Cost Per Click on those other Campaigns. You bid against yourself and pay Google more.
Why Bidding = Conversions Doesn’t Work
Google pushes Conversion Tracking hard with emails, phone calls and repeated warnings and recommendations. It sounds good, but you can’t control Google costs.
Your Search Campaign > Settings > Bidding = Manual CPC
Make sure that this is set up correctly in your Campaign Settings now.
This setting won’t let Google charge you more than the Default MAX CPC Bid that you set for each Ad Group.
Since you only put single Search Keywords into each Ad Group, you control how much you pay for individual Search Keywords (for each of your products or services).
Your Google Search Ads Guide > TUNE BIDS DASHBOARD shows how to set the bid for each Ad Group. You see strategies and step-by-step screenshots.
Each month you set bids for each Ad Group.
You consider current competitor bids based on precise Google data for the last 30 days.
You consider current conditions for your own business, including inventory, seasonality, labor availability, how much money you make on each product.
You control how much you pay Google each month.
Your ads run all your chosen hours because you never run out of DAILY BUDGET.
You decide the Maximum Cost Per Click that you’re willing to pay Google.
If you select Settings > Bidding = Conversions, you lose control of the Cost Per Click for individual Search Keywords and your monthly Google budget.
Conversion pages often don’t measure actual sales or are invisible to Google behind paywalls. Your Website URLs get messed up.
Google Analytics is broken – one of my customers was a Google Analytics consultant until a year ago when he says Google broke the app, making it useless, even misleading. He doesn’t use Google Analytics himself now.
So, how do you know your ads are working?
You set up your ads in a very precise way.
Every ad you run shows people the same words they just put into Google Search and why your product is better than your competitors.
You carefully chose these Search Keywords, because you know that your desired customers put these words into Google Search to find your product.
You only pay Google for Clicks from people who go to your website because they want the specific product benefits that you show in your specific ad for each product. Measure the success of your Google Search ads by the number of Clicks and the CTR Click Thru Rate to your website – then make it easy for them to buy your product on your website.
Don’t Run a Performance MAX Campaign
You have no control over a mix of Search Ads, Shopping Ads, Display Ads, Gmail, YouTube, Maps ..
Google runs ads they choose on websites and a Cost Per Click that they control.
Those search ads steal clicks from your stand-alone Rich Bruns Search Campaign, because Google gets a higher Cost Per Click for those search ads.
Reports show a misleading low Cost Per Click because Google averages in Display Ads that have very low Cost Per Click of only several cents.
Your Rich Bruns Search Campaign shows no conversions, because you don’t track Conversions, so keep control of your MAX CPC bids.
You’ll get better results running separate Campaigns for Shopping Ads, Display Ads and Search Ads because you have more control.
Get Your Ads Under Control
with the Google Search Ads Guide and a 1-on-1 Coaching Session.
Learn more at https://www.richbruns.com/