Rich Bruns Guide℠ & Coaching for Google™ Search Ads

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Google Search Ads > What Works Best Today

Rich Bruns

Here’s how my customers took advantage of big changes in the Google Ads program.

>>  They Set Up Negative Keywords IMMEDIATELY

You carefully selected Search Keywords to prevent Google from running ads to non-buyers. However, Google now runs ads to “closely-related” search words which will waste most of your Google budget, if you don’t stop running ads for those Negative Keywords. 

  • You see all the words that Google actually ran ads in Campaign > Insights and reports > Search Terms. 

  • Make a list of single words that you don’t want to run ads for. 

  • Enter each SINGLE WORD as a PHRASE MATCH “word” on each line in Campaign > Keywords > Negative Keywords > Circle +.

   See Instructions in The Google Search Ads Guide > Negative Keywords

>>  They Controlled How Google Showed Their Ads

60% of people search on their cell phones with small screens.

Don’t let Google clutter up your ads so people don’t see your targeted sales pitch. 

You always want people to see these items:

  • Your Search Keywords that they just put into Google Search in Headline 1 

  • Why your product is better than competitors for those specific search words in Headline 2 and Description 1.

  • Thumbtack Headline 1, Headline 2 and Description 1 so Google always shows them in their proper positions in the ad.

  • Don’t add more Headlines or Descriptions.

   See Instructions in The Google Search Ads Guide > Build Ad Groups

  • Only run 2 Callout Assets - No other Assets work.

  • Disable “Automated Assets” which are hidden behind three layers of submenus.

   See Instructions in The Google Search Ads Guide > Assets

>>  They Checked Campaign > Settings > Bidding = Manual CPC

You can’t make money if you don’t control your Default MAX CPC Bid for each Ad Group.

Google constantly attempts to hijack your Cost Per Click Bids and charge you more.

  • Avoid OPTIMIZATIONS, CONVERSIONS, GOALS ..

  • Ignore Google recommendations and warnings that make Google more money.

  • Don’t allow Google to change your Google Ads.

   See Instructions in The Google Search Ads Guide > Settings

>>  They Adjusted Ad Group Bids MONTHLY

Apply your business judgment to adjust bids for individual Keyword Ad Groups. 

  • It only takes 30 minutes each month to make some serious money.

  • Consider changes in your business conditions.

    • Cashflow, Inventory, labor and equipment availability.

    • Seasonal products and customer demand.

    • The Tune Bids Dashboard shows competitor bidding in the last 30 days.

  • Keep DAILY COSTS less than DAILY BUDGET, so ads run all scheduled hours.

  • Bid Keywords higher for products that make you more money.

  • Adjust Bids for each Ad Group to keep Impr(TOP)% = 80% so your ads run for most searches with moderate costs.

    • Below 80% > As Impr(TOP)% goes lower, Cost Per Click decreases, but your ads run less and less often.

    • Above 80% > Cost Per Click increases dramatically as Impr(TOP)% goes higher, but your ads only run slightly more often.

    • Spend your budget on ads that make you the most money.

See Instructions in The Google Search Ads Guide > Tune Bids Dashboard

>>  They Applied Knowledge of Their own Business To Improve Profits

Successful customers actively experimented in the first couple months.

  • To see what worked based on precise Google data results.

  • You can’t predict competitive bidding, how many people put specific words into Google Search or whether Google runs ads for specific words until you run ads.

  • After Tuning Cost Per Click Bids for a couple months, it only takes 30 minutes to make minor adjustments each month.

>>  They Scheduled Coaching Sessions When Needed

The Google Search Ads Guide shows screenshots step-by-step.

However, it’s a lot easier to start a new Campaign together.

  • Google shows you a confusing obstacle course to start a new Campaign.

  • Google wants you to run ads that are more expensive than Google Search Ads.

  • Google hides cost-effective Search Ads settings in submenus.

  • The Google Search Ads Guide makes more sense when we set up proper Campaign Settings and couple ads together - so you know how to set up more ads yourself.

After your ads run, a review session can be helpful.

  • To discuss questions about your unique business.

  • To make sure your ads are set up properly.

  • To Tune Bids based on precise Google data results.

See Instructions in The Google Search Ads Guide > Schedule and Pay for Coaching

Please recommend me to your business friends. 

For more information www.RichBruns.com