Don't Let Google Mess Up Your Google Search Ads

Google now adds “AUTOMATED ASSETS” to your ads without asking.

  • Google adds random text and page links from your website.

  • Distracts from your desired sales pitches for specific keywords.

  • Creates complex text that’s difficult to read on cell phones.

  • You don’t know what ad people see, so you don’t know what works.

Force Google to display your ads the way you want.

You want every ad to laser focus on your product and business advantages.

  • People see their own search words in Headline 1 and Headline 2.

  • People see why your product is better in Description 1.

  • People see why doing business with you is better in 2 Call Out Extensions.

  • People always go to your desired landing page – not a random Sitelink page.

GET RID OF DISTRACTING ASSETS (Extensions)

Go to Your Search Ads Campaign > Ads and Assets > Assets

Now you see the Assets page.

  • Table View = Associations  Upgraded = All.

  • Callout > You should only have two Callout assets on the list.

  • To change a Callout > scroll over the Callout and click on the Edit pen.

What are Callouts? 

  • Text that is sometimes added to the end of any ad in your search campaign.

  • So it should apply to any product.

  • And explain why it’s better to work with your business than competitors.

 Remove all other Assets

they just clutter up your ads

  • Click the green dot to the left of assets you want to remove.

  • Then click Remove.

If you need to create 2 Callouts

  • Click on Callout in the Upgrade section near the top of Assets page.

  • Click on the BLUE + CIRCLE.

  • Add to CAMPAIGN, Edit 2 Callouts and SAVE.

DISABLE AUTOMATED ASSETS

Otherwise Google will add junk to your ads without asking your permission.

  • Upgraded = All

  • Click More (3 dots) at the far right mid-page.

    • Click Account-level automated assets.

    • Click More (3 dots) at the far right mid-page.

    • Click Advanced settings.

  • Every Automated asset on the list should be marked OFF.

    • If marked On > Click down arrow at right of the asset.

    • Click the off CIRCLE to turn it BLUE, then Save.

    • In the Reason box, select (You want to retain more control)

    • Click Save.

    • Click left arrow in upper left corner next to Google Ads.

    • Click X to the right of page title Account-level automated assets.

    • Now you should only see 2 Callouts on the Assets page.

For more information, go to https://www.richbruns.com/

A Success Story for Running Cost-Effective Google Search Ads

 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

How To Set Up Negative Keywords in Google Search Ads

Google has started running ads for search words that are only loosely-related to your carefully-chosen PHRASE MATCH KEYWORDS. 

  • These unchosen search words can waste a lot of money 

  • Because they run ads to the wrong people.

You need to set up these search words as NEGATIVE KEYWORDS

Here’s How to FIND NEGATIVE KEYWORDS

Go to Your Search Campaign > Keywords > Search Terms

SEARCH TERMS are the actual words that people put into Google Search.

  • Set the Calendar Time Range in the upper right of page

    • Click Custom

    • Then, Select the last several months until today

IMPRESSIONS are the number of times that Google ran your ad for the SEARCH TERMS that are shown on each row.

  • Click Impr. at the top of the Impressions Column to sort that column – Click again to reverse the sort order.

    • Sort to show the SEARCH TERMS with the MOST Impressions going down the list to the SEARCH TERMS with the FEWEST Impressions.

    • Work down the list, so you work on the most important SEARCH TERMS first.

    • And you can remember where you left off, if you are interrupted.

Look for single search words that you never want to pay to run ads for.

  • Put those single words on a list so you can set them up as NEGATIVE KEYWORDS in the next step.

    • Don’t select the boxes to the left side of individual SEARCH TERMS.

    • Don’t select multiple words - Multiple words might not stop running ads for single words – Multiple words might stop running ads for your chosen words.

  • There may be multiple pages of SEARCH TERMS

    • At the bottom of the SEARCH TERMS page

    • Select 500 to show 500 SEARCH TERMS on each page.

Here’s How to SET UP NEGATIVE KEYWORDS

Go to Your Search Campaign > Keywords > Negative Keywords

  • Select CAMPAIGN LEVEL.

  • Click the BLUE + CIRCLE to add NEGATIVE KEYWORDS.

  • Add only one word on each line with double quotes, for example  “word”

  • Click ENTER/RETURN to enter the next line.

  • Click SAVE at the bottom of the page.

  • The list should have only one word per line labeled as a PHRASE MATCH.

    Google will not run ads in Your Search Campaign, if that single word occurs anywhere in the Google Search box.

Every NEGATIVE KEYWORD can save you money.

For more information, go to www.RichBruns.com

How The Google Search Ads Guide Works

https://www.richbruns.com/ This 5-Minute video shows how The Google Search Ads Guide works with 1-on-1 Coaching sessions to run cost-effective ads efficiently

  • Each screenshot shows program choices that make you money.

  • I keep the Guide up-to-date with changes in the Google Ads program.

  • The Guide explains everything we do together in Coaching sessions for easy reference.

  • Go to www.RichBruns.com and click on MEMBER LOGIN to sign up for The Google Search Ads Guide and get your ads running fast — Coaching sessions are available in the next several days.

How to Run Cost-Effective Google Search Ads Yourself

RUN YOUR ADS FAST

SCHEDULE A 1-ON-1 SESSION NOW

  • Times available in the next few days.

  • We’ll set up a couple ads together so you can run more ads the same way.

  • Schedule a review session to check ads and adjust bids for each ad.

  • Everything we do is in the Google Search Ads Guide for reference.

  • Make money month after month.

  • Go to www.RichBruns.com

Looking forward to working with you — Rich Bruns

Google Search Ads SEARCH TERMS and NEGATIVE KEYWORDS

Here’s a quick way to boost your Google Search Ads profits.

SEARCH TERMS are the actual words that people put into Google Search when Google runs your ads. Use Search Terms to improve your Search Campaign two ways:

  • Identify Keywords to build new Ad Groups.

  • Find NEGATIVE KEYWORDS so you don’t run ads to non-buyers.

Go to Your Search Campaign > Keywords > Search Terms

Set TIME FRAME to the last several months, because Google recently changed which Keywords run ads.

You want to build new Ad Groups for SEARCH TERMS 

that Google actually runs ads to your desired customers.

  • Recently, Google stopped running ads for SOME Keywords which few people put into Google Search, 

  • Because the Cost Per Click is lower when there are few advertisers competing for those keywords.

  • Google wants to make more money.

It’s worth your time to build new Ad Groups for SEARCH TERMS, because you know that Google actually runs ads for those Keywords.

  • Just pick Keywords that your desired customers put into Google Search

    • That show a high number of  IMPRESSIONS

    • Impressions = how many times Google ran ads. 

    • Sort the Impressions column to see which Search Terms run most often.

  • It pays to build more Ad Groups, 

    • Because you cover more search Keywords.

    • And you get a lower Cost Per Click since fewer advertisers compete for more these specific keywords.

Look for NEGATIVE KEYWORDS

Tell Google to never run ads when people put these single words into Google Search. You’ll be surprised how many ads Google has been running to non-buyers.

Stop running ads to non-buyers with NEGATIVE KEYWORDS

  • Go to Your Search Campaign > Keywords > Negative Keywords

  • Enter single words as Negative Keywords

    • At the Campaign Level, not Account Level

    • One Phrase Match word per line enclosed with double quote marks

    • Example “free” would not allow ads where the word free is in the Search box.

In a couple hours, you can make some serious money. 

See step-by-step instructions: 

     The Google Search Ads Guide > Search Terms

     The Google Search Ads Guide > Negative Keywords

     The Google Search Ads Guide > Build Ad Groups

Go to www.RichBruns.com

May your business prosper in these challenging times.

— Rich Bruns

Get Customers To Your Website Fast

www.RichBruns.com — This 5-minute video shows how you can run cost-effective ads in several days — We work together to set up your first ads, so you can run more ads the same way — it’s easy after you know how — everything we do is in the Google Search Ads Guide for easy reference.

The step-by-step Guide shows screenshots of the Google Ads program - Easy for beginners — You have confidence that your ads are set up properly — If you’re updating your Google Ads, the Guide shows 21 new program settings that make you money month after month.

How The Google Search Ads Guide Makes You Money

The Google Search Ads Guide at www.RichBruns.com makes you money 3 ways.

#1 The Guide Shows 21 Google Ads Program Settings That Make You Money

  • Standard Google program settings cost too much, because Google shows you stuff that makes Google more money.

  • The Guide shows 21 settings that apply what you know about your business to precisely target your customers.

#2 You Need To Set Up Google Ads Yourself

  • Nobody knows your business like you do.

  • Ad agencies waste money, because they run expensive ads to non-buyers.

  • The Google Search Ads Guide shows how to run the right ads to the right people at the right price.

  • You apply what you know about your business to get more customers and pay Google much less.

#3 Only Put Single Search Keywords Into Each Ad Group

  • You set up ads fast with a simple temple.

  • Every ad you run shows people the same words they just put into Google search and why your product is better for those specific search words.

  • One page shows precise competitor bid data for the last 30 days for all your search words.

  • Tune the MAXimum Cost Per Click Bids for all your search keywords in 30 minutes.

  • The Guide shows bid strategies that get you more customers with much lower Google costs.


How To Set Cost Per Click Bids That Make You Money

The Google Search Ads Guide at www.RichBruns.com shows how to set up Cost Per Click Bids that make you the most money.

This video explains three bid strategies that make you money.

#1 Tune Cost Per Click Bids Every Month

Take advantage of rapid changes in competitor bids and business conditions.

  • It only takes 30 minutes to make serious money.

  • One page shows you precise competitor bid data for all your search keywords during the last 30 days.

  • Apply what you know about your business.

Get more customers and pay Google less.

#2 Tune Cost Per Click Bids So That Impr.(TOP)% = 60%

For the same monthly budget, it’s better to run more ads at lower positions on the Google Search Results Page. This video explains why Google research has proven this strategy gets more customers and lowers Google costs.

#3 Keep Your Actual DAILY COST lower than DAILY BUDGET Setting

This way you control Google month costs — and run ads all day at you MAX Cost Per Click bids.

The Rich Bruns Google Search Ads Guide

https://www.richbruns.com

The Google Ads Program

Promotes settings that make Google more money

But you pay Google too much

The Google Search Ads Guide

Shows how the following settings make you money

  • Keep Your Maximum Cost Per Click Bid

  • Choose Search Keywords Carefully

  • Ad Groups with Single Keywords, Only

  • You Write Great Ads

  • You Know How Much To Bid

  • Tune Bids In 30 Minutes Each Month

It’s easy to run more ads the same way, when you know how.

Run Ads In Hours - Make Money month after month

Rich Bruns Google Search Ads 1-on-1 Training

1-on-1 Training Speeds Progress

https://www.richbruns.com/

Schedule a convenient time in the next several days.

Everything we do is in the Member Guide, so no homework is required.

Log in to the Member Area,

Then Click on SCHEDULE 1-on-1 Training

  • Pick a convenient time shown in your own Time Zone.

  • You don’t need to predict how long our session will last.

  • Sessions can be 30 minutes to 2 hours.

  • Pay for the actual time when we finish.

We talk about your business strategy,

Then set up a couple ads step-by-step.

  • It’s easy to set up more ads the same way.

  • When you know how.

I look forward to working with you soon — Rich Bruns

Keep DAILY COSTS Lower Than DAILY BUDGET

Follow This Simple Rule To Run Cost-Effective Ads

When DAILY COSTS EQUAL DAILY BUDGET,

Google is NOT RUNNING ADS EVERY TIME

even when your Cost Per Click Bid is high enough to run your ads.

  • Because you're running out of Daily Budget during the day.

  • Decrease Bids or increase your Daily Budget.

Why Run Ads Every Time?


Control costs for single search Keywords using Bids

Don't let some Keywords deplete your Daily Budget

Before other Keywords can run > You can't control costs.

  • You selected Max CPC Cost Per Click Bids in Settings

>>> So Google can never charge you a higher Cost Per Click.

  • You created each Ad Group with single search Keywords

>>> So you can Bid on single Keywords

Bid On Each Ad Group to Balance These Factors

  • Control Monthly Costs and Cost Per Click for each of your single keywords.
    How much money do you make on each product sale?

  • Take advantage of bargains created by actual Competitor Bidding in the last 30 days.

  • Move monthly spend to search Keyword Ad Groups that make the most money.

$100

Is It Better to Pay $10 Per Click for 10 Ads

Or Pay $1 Per Click for 100 Ads?

Google research found that the percentage of people

who buy product after they click on an ad,

  • Depends on what the ad says,

  • NOT which Ad Position the ad ran on the Google search results page.

Your Best Deal

run more ads = more sales for the same budget.

Run some ads at lower Ad Positions on the Google search results page
which have a much lower Cost Per Click than Ad Positions #1 and #2.


If Impr (TOP) % = 60%

  • Your ads run almost every search at a much lower Cost Per Click.

>>> You're taking advantage of precise Competitor Bidding data in the last 30 days.

  • Yes, you'll get a few more clicks running only in Ad Positions #1 and #2,

>>> But those expensive clicks don't convert to sales more often and they burn your budget.

Google Makes More Money

When advertisers compete for top ad positions with a very high Cost Per Click.

  • Advertisers burn through their Daily Budget in a few hours, making room for other advertisers to burn through their Daily Budgets.

  • Google promotes "optimizations" that have taken over most advertisers' MAX Cost Per Click Bid.

  • For most Keywords, running ads in #1 position costs a fortune.

>>> Your money is be better spent running ads for all your keywords at Impr (TOP) % = 60%.

New Search Keywords Strategies

Google stopped running ads for SOME --NOT ALL-- SPECIFIC SEARCH WORDS that few people put into Google search. Google makes more money with higher Cost Per Click when more advertisers compete for search keywords.

  • This newsletter shows how to identify SPECIFIC SEARCH WORDS that Google still runs ads for with the least work.

  • You pay Google less and get more Clicks when you build Ad Groups for SPECIFIC SEARCH KEYWORDS.

  • SPECIFIC SEARCH WORDS have a lower Cost Per Click, because there are fewer competing advertisers.

  • Ad Groups for SPECIFIC SEARCH WORDS show people the specialty services and products that they're looking for.

See Separate Strategies for the Following:

  • Service Professionals (Chiropractors, Plumbers .. )

  • Product Businesses.

  • BROAD MATCH MODIFIED KEYWORDS

Search Keywords Strategy for Service Professionals

Google stopped running ads for SOME--NOT ALL--SPECIFIC SEARCH WORDS such as CHIROPRACTOR BACK PAIN.

  • Sometimes Google runs ads. Sometimes they don't.

  • The only way you can tell is to look at the IMPRESSIONS column for the last 30 days after you run ads.

Here's a simple way to run ads immediately, while finding out which SPECIFIC SEARCH WORDS that Google runs ads for.

  • First, build one Ad Group for your professional service, such as CHIROPRACTORS.

  • Then build a second Ad Group for CHIROPRACTORS NEAR ME.

  • Let those two Ad Groups run for 30 days (or more)

  • Then select YOUR CAMPAIGN, then Click KEYWORDS, then Click SEARCH TERMS

    • To see a list of the search words

    • That people actually put into Search

    • And that Google actually ran ads for in the last 30 days (or more).

  • Now you know which Ad Groups to build next for the keywords without wasting time. For example:

    • CHIROPRACTOR SEARCHWORD1

    • CHIROPRACTOR SEARCHWORD2

    • CHIROPRACTOR SEARCHWORD3

  • Bid the Ad Groups CHIROPRACTOR SEARCHWORD

    • Higher than Ad Groups CHIROPRACTORS and CHIROPRACTORS NEAR ME.

    • Otherwise Google will run the general ad inside the CHIROPRACTOR Ad Group.

    • You pay less for the more SPECIFIC SEARCHWORD Ad Groups, because fewer competitors run ads for the more specific keywords

    • And your customer sees your ad promoting your specialty service

    • While the other competing ads that they see aren't specific for the service that they're looking for.

Search Keywords Strategy for Product Ads

Google stopped running ads for SOME--NOT ALL--SPECIFIC PRODUCT MODEL NUMBERS that people search for rarely.

  • First, build an Ad Group for MANUFACTURER PRODUCT-TYPE for exampleSAMSUNG MONITORS

  • Put the Keywords "samsung monitor" and [samsung monitor] into that Ad Group

  • Write these words into ad copy

    • Samsung Monitors into Headline 1 of the ad.

    • Why buying your products is better than competitors in Headline 2

    • We Sell Most Models including --state most important model numbers --in Description 1

    • Ad Clicks to your Web page that lists all your Samsung model number links.

  • Run this Ad Group for 30 days (or more)

  • Look at YOUR CAMPAIGN > KEYWORDS > SEARCH TERMS

    • To see the Model Numbers

    • That people actually put into search

    • And that Google actually ran ads for that included the words SAMSUNG MONITORS plus a Model Number.

  • Build an Ad Group for SAMSUNG MODEL-NUMBER with the ad linking to your specific model Web page

  • Bid the SAMSUNG MODEL-NUMBER Ad Group

    • Higher than Ad Group SAMSUNG MONITORS.

    • Otherwise Google will run the general SAMSUNG MONITORS ad.

    • You'll pay less because few competitors run specific ads for your model number

    • And customers see your ad promoting your specific model number

    • While competing ads are not specific to your model number which they are looking for.

Google no longer allows BROAD MATCH MODIFIED KEYWORDS +searchword1 +searchword2

  • Google will continue to run your existing BROAD MATCH MODIFIED KEYWORDS,

  • But will soon convert them to PHRASE MATCH.

  • For your new Ad Groups,

    • Enter the PHRASE MATCH KEYWORDS "searchword1 searchword2"

    • Plus the EXACT MATCH KEYWORDS [searchword1 searchword2].-- as you did before.

  • Do Not enter BROAD MATCH KEYWORDS searchword1 searchword2 with no punctuation.

SUMMARY

  • You pay a lower Cost Per Click when you run Ad Groups with SPECIFIC SEARCH KEYWORDS.

  • You get more Clicks because your ads show people the specific product or service that they're looking for.

Learn More at www.RichBruns.com

10 Rules to Run Successful Ads

The Rich Bruns Method for Google Ads

The Advertising Solution for Small Business

Expert Guide and Coaching Targets Your Best Customers

Learn More at www.RichBruns.com

How The Method Works

  • Use these 10 Rules as a checklist.

  • Schedule a Coaching session to set things up together.

  • So you can run more ads the same way on your own.

  • Tune bids scientifically in 15 minutes to gain competitive advantage

  • I keep the Member Guide up to date with changes in the Google Ads program.

#1    Run Ads on Google Search

  • Target The Customers You Want

  • Don’t Waste Money on Non-Buyers

  • Google Search Has Better Targeting Than Other Advertising

#2    Run Ads Yourself

  • You Know Why Your Best Customers Buy

  • And Which Products Make You Money

  • Ad Agencies Don’t Know Your Business

  • Google sales people want Google to make more money.

#3    Build One Google Search Ad Campaign

  • Single Campaign Is Easy to Set Up and Manage

  • Simple Ad Template to Run All Ads

  • Run Multiple Business Websites in a Single Campaign

  • Control Monthly Google Budget Easily

  • Manage Costs for All Your Products in 15 Minutes

Select Campaign Settings to Control Costs

Don’t Let Google Set Up Ads for You

#4    BIDDING > Select Manual CPC - Maximum Cost Per Click

  • Manual Bids Limit the MAXimum Cost for Clicks to Your Website

  • Don’t Let Google Increase the Cost Per Click Higher Than Your Bid

  • Don’t Select Google Optimizations, Goals, Enhanced CPC ..

#5    Set The DAILY BUDGET Higher Than Your ACTUAL DAILY COSTS

  • You Want Google to Run Ads Every Time Your Bid is High Enough

  • You Don’t Want Google to Not Run Ads Randomly Because You Hit Daily Budget Limit

  • Set MAX CPC Bids to Control ACTUAL DAILY COSTS

  • Set MAX CPC Bids to Control Your Spend on Each Product

Build Every Ad Group the Same Way

It’s Easy to Run More Ads After You Know How

#6    Only Put Single Keywords Into Each Ad Group

  • Single Keywords Are 1, 2 or 3 Search Words

  • When People Put Keywords Into Google Search

    • Google Always Runs The Ad You Put Into That Same Ad Group

    • Google Always Runs Your Custom Ad for Those Single Keywords

#7    Set the Maximum Cost Per Click Bid for Each Ad Group

  • Because You Only Put Single Keywords Into Each Ad Group …

  • Your Ad Group Bids Set The Maximum Cost Per Click for Single Keywords

  • Bid Ad Groups, Not Keywords, To Keep Tuning Bids Simple on Single Ad Groups Page

#8    Only Put One Responsive Search Ad Into Each Ad Group

  • Write The Ad Group Keywords into the Ad for Each Ad Group

  • People Always See the Keywords That They Just Put Into Search

  • And Why Your Specific Product Is Better Than Competitors.

  • Write The Best Ad You Can to Start With

  • Beat Competitors Based On Actual Results

Simple & Fast With Scientific Accuracy

#9     Tune Ad Group Bids Scientifically

  • Run More Ads with Lower Costs

  • One Simple Page Shows Competitive Bidding Advantages 

  • Adjust Bids for All Your Products in 15 Minutes

#10   Test Ads to Increase Clicks

  • Find Out What Your Customers Want

  • “That’s just what I’m looking for”

  • Simple , Fast and Scientific

    • Run New Ad 200 Time For Statistical Accuracy

    • Test New Concepts in Ad Group That Runs Most Often for Fast Results

    • Migrate Winning Ad Copy to Other Ad Groups and Your Website

Why Put Only Single Search Keywords Into Each Ad Group?

You Pay Google Less and Run Better Ads

  • People always see the specific ad that you write for each product.

  • Beat competitors using precise bidding statistics for individual keywords.

  • Set cost-effect bids for all your products in 15 minutes on a single page.

How Ad Groups Work in the Google Ads Program

You run ads by building Ad Groups.

Each Ad Group contains the following items:

  • One or more ads.

  • One or more keywords. A keyword is a phrase with one or more search words that people enter into the Google search box.

Google Always Runs an Ad from the SAME AD GROUP That Contains the Keyword

  • One Cost Per Click bid. Google runs your ad, if your bid is high enough to beat competitors for one of the seven ad positions on the Google search results page.

  • The page on your website that people go to when they click on your ad.

A Simple Ad Group Template for All Your Ads

Run all your ads the same way. It's easy after you know how.

Enter Only Single Search Keywords into Each Ad Group

  • Google will always run the ad you write for this Ad Group,

  • When someone puts these words into the Google search box,

  • if your Cost Per Click bid is high enough to beat competitor bids for the seven ad positions

Because Google Always Runs an Ad from the SAME AD GROUP That Contains the Keyword .

  • There can be other words in addition to your Keywords.

  • Enter both PHRASE MATCH and EXACT MATCH versions of the Keywords

    • to give you higher ad positions for different ways people put the words into search.

  • Google will no longer let you enter BROAD MATCH MODIFIED + + MATCH TYPE.

    • But they will continue running your existing keywords.

  • DO NOT enter BROAD MATCH Keywords

    • To prevent Google from running ads to non-buyer for words you don't choose.

    • This would also distort your bidding and ad testing data.

  • Enter the AD GROUP NAME the same as the Keywords.

    • This makes it easy to set Cost Per Click bids on the single TUNE BIDS page.

  • If you are a service professional,

    • I recommend building your first Ad Group with the name of your profession.

    • For example PLUMBER so you run ads to all possible customers to start.

    • This single keyword would run ads for people who put PLUMBER into Google search, perhaps with other words in addition.

    • Google recently stopped running ads for many multiple word keywords that fewer people put into search.

    • After this PLUMBER Ad Group ad runs a week or so, look at All Campaigns > Your Campaign > Keywords > Search Terms

      • To see actual words that people put into search. that have more words in addition to PLUMBER

      • Build more Ad Groups for keywords that have more words in addition to PLUMBER.

      • For example PLUMBER NEAR ME.

      • Bid them higher than the PLUMBER Ad Group, so Google runs them instead of PLUMBER.

      • Look for NEGATIVE KEYWORDS that would waste money on clicks from non-buyers.

  • For most businesses, less than 10 Ad Groups run 80% of all ads.

    • List your top10 search phrases.

    • Build separate Ad Groups for each search phrase starting with #1.

Enter a MAXimum Cost Per Click Bid

  • You won't know the best Cost Per Click Bid

    • That makes you the most money,

    • Until your ads run.

  • To estimate the maximum number of clicks to your website per day

    • Divide the Daily Budget that you selected in Settings

    • By your Average Cost Per Click bid.

  • During the first several days

    • Look at the Ad Groups page often to carefully adjust bids and control spend.

    • Google reports are delayed by a day or two.

    • Look at this page to Tune Bids All Campaigns > Your Campaign > Ad Groups

  • See instructions in the Tune Bids section of the Member Guide.

Enter One Custom Ad for This Product

  • Now Google only lets you select the new RESPONSIVE SEARCH AD format.

    • Only enter 3 Headlines, with HEADLINE 1 and HEADLINE 2 pinned to their ad positions.

    • Only enter 2 Descriptions with DESCRIPTION 1 pinned to position 1.

  • You can't afford to let Google run random experimental ads.

    • For example, if you entered 7 Headlines and 3 Descriptions as Google recommends

    • That number of statistical permutations creates 7! x 3! = 5040 + 27 = 30,240 different ads

    • If you ran each ad 200 times for statistical testing accuracy, you get 200 x 30,240= 6,048,000 ad test runs

    • Even if you ran the ads 6,048,000 times, most ads would be poor, waste money and not get customers.

    • The Test Ads section of the Member Guide shows how to test ads efficiently.

  • You know why your customers buy this product so just run the best ad you can the first time.

    • Take time to write the single best ad for the specific keywords in this Ad Group

    • Enter the Keywords in Headline 1.

    • Enter the most important product benefit in Headline 2

    • Enter your unique product advantages over competitors

    • and why people need to click on your ad to see what's on your website

    • --- where you have plenty of space and graphics to sell them.

    • People will always see this ad, when they put these keywords into Google search.

Because Google Always Runs an Ad from the SAME AD GROUP That Contains the Keyword

If You Put Many Keywords and Ads In Each Ad Group

You end up with ads you can't control, improve or afford

  • You don't control which ad people see when they put individual words into search.

    • So you run the wrong ads to the wrong people.

    • They rarely see the best ad for the words they entered into search.

  • You don't control the cost per click for individual keywords so you pay Google too much.

    • Google data doesn't show competitive bidding statistics for individual keywords.

    • You can't take advantage of cost-effective bidding opportunities..

    • You can't run more ads with a lower cost per click with scientific precision.

Look For These Updates in the Member Guide on www.RichBruns.com

RESPONSIVE SEARCH AD FORMAT - Google requires you to create all new ads in this format, but will continue to run your existing ads. Look in the Ad Groups section.

HOW TO SET UP THE AD GROUPS PAGE - Beat competitors using precise bidding statistics for individual keywords. Look in the Tune Bids section.

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