The New Google Ad Interface

Google stabilized the new user screens and will force everyone to use it.

Your existing Campaigns will work fine.
Our cost-saving settings remain the same.
Google added a couple columns on the left side to promote their other types of advertising that make them more money.
After you get into your Search Ads Campaign, it’s pretty much the same.
Google is getting clever about hiding settings, like Manual CPC Bidding, but the Guide makes it easy to find what you need.

I Streamlined The Guide

Step-by-step screenshots show what you see in the Google Ads program.

Each screen is marked up showing what you need to do.
Text under each screen show trade-offs, so you can apply judgment.
The Guide shows a LIST of TASKS that you do in sequence.
For each TASK, the first screenshot shows what you see when you start the Google Ads program, then leads you step-by-step until you finish.

I simplified screenshots and strategies to make it easier to follow.

I found in our coaching sessions that each of you makes good decisions, if I just provide the basic trade offs without too many confusing details.
It’s easy to find details with Google Ads Help and Google Search.

Here’s the LIST of TASKS in the Guide

New Search Ads Campaign > Google tries to get you to run other types of advertising that make Google more money than Search Ads.

Campaign Settings > Google makes it difficult to select Manual CPC Bidding, which is critical to success - the Guide makes it easy to find.

Build Ad Groups > Google tries to load Keywords that waste money on clicks from non-buyers — and clutter up your ads with too many Headlines, Descriptions and Assets which distract or hide your targeted sales pitch on small cell phone screens that 60% of people use on Google Search.

Assets > Google adds Automated Assets to your ads without asking you permission - you need to disable them.

Tune Cost Per Click Bids > Bidding is crazy now - Google controls most advertisers’ Cost Per Click to run ads in the TOP Ad Positions - pay attention to Impr.(TOP)%

Search Terms > Identify Negative Keywords and specific Search Keywords that Google actually runs ads for that would have lower Cost Per Click and target ads more precisely.

Negative Keywords > Do This Immediately - These will waste most of your budget, because Google no longer respects EXACT MATCH and PHRASE MATCH and runs ads on Search Terms that are very loosely related to you carefully-choses Keywords.

Test Ads > Spend time creating your first ad and only run one ad in each Ad Group, unless you’re A/B testing, because of low CTR Click Thru Rate.

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