How much can you really accomplish in 60 minutes?
Meet Susan, a Google Ads freelancer who was juggling multiple client accounts, each with its own unique set of challenges. From struggling to optimize app campaigns to navigating the complexities of Performance Max, Susan was feeling overwhelmed. We've all been there!
But instead of giving up, she decided to invest in herself and her business and book a Google Ads coaching call with me.
In just one call, we tackled four major Google Ads hurdles, and I'm sharing them all with you right now:
Challenge 1: Short-Term App Campaigns
One of Susan's clients, an app developer, was using short-term app campaigns for specific events. These campaigns typically ran for about 2 weeks and would be paused once the event concluded. This approach, however, limited the campaign's ability to learn and optimize over time.
We discussed creating an "always on" app campaign to complement their existing strategy. This would allow for continuous data collection and improvement, leading to better overall performance. By running an ongoing campaign, the system can continuously learn and optimize, resulting in more efficient and effective results.
Challenge 2: Maximizing Conversions for a Car Retailer
Another client, a second-hand car retailer, was using a Maximize Conversions bid strategy but not seeing the desired results. While they were generating leads, the quality of those leads was not meeting expectations.
We decided to switch to value-based bidding to improve lead quality and provide more valuable data to Google Ads. By assigning values to each micro-conversion based on the average car value, the campaigns could optimize for the most profitable leads. This strategy would help the client focus on acquiring higher-quality leads that were more likely to convert into actual car purchases.
Challenge 3: Ad Copy Optimization for a European Fashion Company
For a fashion company, Susan wanted to optimize ad copy and explore effective testing methods. The client was interested in using competitor names in their ad copy, which raised concerns about trademark infringement and potential account suspension.
We discussed the importance of clear and concise messaging, as well as legal, policy and ethical considerations around competitor names in ad text. I shared insights on responsive search ads and different testing approaches to help her find the most effective messaging while staying within Google Ads guidelines.
Challenge 4: Performance Max Campaign Structure for an Ecommerce Pet Business
Susan's ecommerce client, who sold pet products, needed help structuring their Performance Max campaigns. With thousands of SKUs, it was essential to have an effective structure that allowed for optimal performance.
We discussed starting with one PMax campaign and gradually splitting out top-performing categories or audience segments into separate campaigns. This phased approach would allow for increased control and better budget allocation.
By the time our hour was up, Susan had clear, actionable strategies for each of her four clients. Imagine what we could accomplish with your campaigns in a focused coaching session.
If you're feeling overwhelmed, like Susan, with many different Google Ads challenges, here's what you can do:
- Take a deep breath: Seriously. Stop and breathe. There is no problem that can't be solved. You've got this!
- Start brainstorming: Google Ads is complex, with many potential causes for many potential problems. Make a list of all the reasons things could be going wrong, all the things you want to check, all the tests you wish you could run... boil the ocean, no idea is off limits!
- Turn ideas into tasks: Now that you've exhausted all possibilities, take each possibility and turn it into a to-do. For example, "ROAS could have dropped because of a conversion rate drop. My task is to look at conversion rate changes over the last 3 months, in Google Ads and Google Analytics, to either prove or disprove that cause."
- Bounce ideas off a friend: You don't have to go it alone! Ask a friend or colleague to take a look at your account and make suggestions. Or, hey, book a call with me - it's what I do :)
Get the Susan treatment. Schedule a coaching call and breathe a sigh of relief; your Google Ads problems are waiting to be solved.
