BEST PRACTICES IN 2023

The narrator for this story represents several of my customers who were most successful running cost-effective Google Search Ads with me this year. They worked hard to apply their business expertise and I helped them set up ads efficiently that made them the most money with least effort — Rich Bruns

WHY I CHOSE GOOGLE SEARCH ADS

I had happy customers and a website that worked. I just needed to get new customers to my website. Google Search Ads seemed a natural choice, because I knew that 90% of people use Google Search and I could show people my ad at the same time they were looking for my product on Google Search. And I only paid Google when someone clicked on my ad to see my website.

WHY AN AD AGENCY DIDN’T WORK

I hired an ad agency to run Google Ads for me, but it cost too much. It wasn’t only their agency fees. They ran expensive ads to the wrong people. I spent more time explaining my business and fixing their mistakes than the time it takes to run ads myself.

CAN I RUN ADS MYSELF?

Did I have the skills to set up Google Ads better than a professional ad agency? Did I have the time to learn how? I didn’t have a choice. I couldn’t afford to continue, unless I figured out a way to run ads myself.

SUCCESS !!!

A friend told me that Rich Bruns helped her run ads herself with his step-by-step Google Search Ads Guide and 1-on-1 Zoom sessions. She has worked with Rich for several years.

I signed up for Rich’s Google Search Ad Guide for $79.95 USD and scheduled a Zoom session with Rich to get started. I’m glad I did. I discovered that the Google Ads program is tricky, because Google wants, tempts and constantly warns me to select choices that make Google more money, but cost too much. Rich knows how to find cost-effective settings that are hidden in sub-menus.

In a couple hours on Zoom, Rich and I set up a new campaign together and a couple ads, so I learned how to run more ads the same way myself. Rich showed how to take advantage of precise Google data and my business knowledge. Rich’s method makes it easy to set the Cost Per Click for individual search words, so I beat my competitors by looking at the actual results from precise Google data. Every ad I run shows people the same words they just put into Google Search and why my product is better than competitors for those specific search words. It’s easy to experiment with scientific precision and tightly control Google costs.

THE REVIEW SESSION

After my ads ran, I scheduled a follow up session with Rich. We quickly checked to see that I had set up my new ads correctly. Then, we looked at the actual results for my ads. Precise Google data showed the actual bidding competition for my individual search words. Rich showed how to experiment with my Cost Per Click bids for each of those search words, so I make the most money.

We also looked at the actual words that people put into Google Search, when Google ran my ads. I set up new ads for search words that my desired customers put into Search often that Google ran ads for. Google stopped running any ads for many search words — so I didn’t waste time setting up ads for those search words. We also saw many search words that wasted my money, so we set them up as Negative Keywords — so Google no longer runs ads for them.

COLLABORATION

Rich respects my business judgment. He never touches my Google Ads program. I make all the moves, after Rich explains tradeoffs and how to take advantage of Google program features. We brainstorm ad sales pitches that I know my happy customers like to hear. And my concise, targeted ads are easier to read and more compelling than the other 6 competitor ads that people see on their small cell phone screens.

I DON’T LET GOOGLE TELESALES PEOPLE CHANGE MY SETTINGS

I get pushy emails from Google people saying that I need to have them “optimize” my ads for me. Rich warned me that these telesales sub-contractors only earn sales commissions when they convince people to change ad settings so Google makes more money. I also ignore warnings and costly recommendations in the Google Ads program.

RICH KEEPS ME UP-TO-DATE

Rich keeps his Google Search Ads Guide up-to-date with the Google Ads program. I renew my subscription every year, so I can update my ads myself. Sometimes, I schedule a quick 30-minute Zoom session for $44.95 USD or as much time as I want.

It’s not difficult to run cost-effective Google Search Ads yourself, after you know how.

For more information, go to www.RichBruns.com