The speaker discusses the importance of gathering data and understanding before providing free training on YouTube.

Introduction

The speaker talks about the new campaign types and ad formats, including PMAX and the replacement for Discovery campaigns.

New Campaign Types and Ad Formats

The speaker discusses the changes in keyword match types and how to fix them using scripts and negatives.

Keyword Match Types and Behavior

The speaker explains the options of data-driven attribution and last click attribution, and recommends data-driven for most clients.

Data Attribution

The speaker shares his perspective on quality score and its importance, mentioning that it is not a leading indicator for him.

Quality Score and Monitoring

The speaker emphasizes the importance of account structure, negative keywords, proper conversion tracking, search term mining, writing good ad copy, and high-converting landing pages.

Core Principles of Running Winning Ads

The speaker discusses the importance of focusing on both Google Ads and landing page optimization for success.

Conclusion

Monitoring and optimizing for quality score

Good ad copy and high converting landing pages

Negative keywords and proper conversion tracking

- The speaker criticizes those who try to be gurus without sufficient knowledge or experience
- They discuss changes in campaign types, ad formats, bid strategies, keyword match types, data attribution, and audience signals in Google Ads
- The speaker emphasizes the importance of gathering data and understanding before claiming expertise
- They mention the challenges of using scripts and negatives to fix loose exact match keywords
- The speaker shares their preference for data-driven attribution and the relevance of conversion tracking
- They discuss the importance of core principles such as account structure, negative keywords, conversion tracking, and constant search term mining
- The speaker has mixed opinions on monitoring and optimizing for quality score
- They criticize the performance of search partners and display ads for lead generation
- The speaker highlights the importance of writing good ad copy and creating high-converting landing pages
- They stress the significance of having a good landing page and conducting research on competitor ads and the search landscape.

- Landing pages with social proof near the call to action button can be effective in converting
- Some simple landing pages with a clear call to action and testimonial can have high conversion rates
- A member shared a video about landing page optimization in the God Tier framework
- Google support has become useless and there are no longer dedicated Google reps for agencies
- Google is focused on making more money and constantly chasing new trends

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I'm going to sit back, going to gather the data, the understanding, and then I put out 95 minutes of free training on YouTube because I was like, I wanted to blow all that crap, all the crap I was seeing out of the water.

Now Chris Schutt, and Chris, I don't know if that's actually how you say your surname, S-C-H-U-T-T-E, but I'm going to say Shoot.

So he thinks a lot has changed in the past 3 years.

So new campaign types, new ad formats, new bid strategies, new keyword match type behavior, new data attribution, new audience signals, et cetera, new campaign types.

Well, we've got PMAX, Discovery's been replaced with, what do they call it now?

Yeah, this is the thing like, something's got a name change in a tweak.

I'm like, I'm not that bothered till I see it in action and working and I'm not going to pretend to know all about it until I've actually used it for a fair amount of time.

There's people who will chase the trends and there's people who just get there to get results.

Everyone in line will talk about the new features.

Yeah, you mean like us recording Alex Hormozy video?

No, but that's just context about value, mate.

It's more about like when there's a new feature and people like acting like it's the bee's knees and realistically it's just- And they

And they haven't used it or they don't have enough clients or they've got clients that spend like 500 or $2,000 a month.

They don't actually have credible data and then they're an expert.

It took me 6 months to record my PMAX video.

I waited and I waited and I waited because I saw all these videos coming out, all these comments and things.

I'm like, that's wrong, it's a lie, that person doesn't know.

No, but I'm like, that person is putting out information they don't know enough for it to be gospel.

I'm going to sit back, going to gather the data, the understanding.

And then I put out 95 minutes of free training on YouTube because I was like, I wanted to blow all that crap, all the crap I was seeing out of the water.

And some people creating courses on PMAX that were, that had less in them.

Yeah, I just don't, everyone wants to be a bloody guru.

Anyway, new ad formats and new campaign types.

I know we've had the migration to RSA from ETAs and there was a lot of poo-pooing about that, but RSAs do the job now.

So, yeah, new keyword match types, behavior.

Look, we can fix it though through scripts and negatives.

So exact match are very loose now, but we can fix that by applying negatives.

But I say that we've got 1 account where the negative list is now too large.

It hit the maximum number of negs for an exact match ad group.

That's how crazy, it's an automated script that adds all the variations in.

Essentially it kills close variances and stuff like that.

It's a very specific circumstance, but the fact that there were thousands of variations of the very tight exact matches is hilarious in 1 way and sort of frustrating in another.

And I wish Google just said, look, test the broad and we'll give you the exacts, but you know, give broad a chance as opposed to just sort of trying to make exacts broad.

Data attribution, while we've got data driven versus last click now, are you touched on last click, Michael?

There's still plenty of accounts that can run on last click.

If you're a small business, you know, spending a grand or whatever, all your data is last click really.

And if you've got enough data, run data-driven.

It's made your life or our life as Google Ads managers very simple.

And for most people, the choice is data driven and forget about it.

I actually think it's better for most clients anyway.

Because when you look in the attribution report in Google ads, you see that, yeah, maybe 60 to 80% are within the first click.

Now that might be based on that the cookie wasn't available, but I still think data-driven is relevant.

Yeah, so, like, data-driven is position-based.

It's just that it's, instead of being equally weighted in the second, third, fourth spot, whatever, Google will add a little bit of weighting, but it's position-based, which is fine.

We used to use position-based a lot for our e-com clients.

Let's make this the last 1 because I feel like this video has been going for 40 minutes.

This is going to be a masterclass by the end of it.

I just don't want to use up all your valuable time.

Chris agrees, core principles of running winning ads, account structure, still important.

I don't know what that is, That's hilarious.

If you haven't got conversion tracking, what are you doing?

Unless you're doing a branding campaign or an uplift campaign, fair enough.

I think we kind of said that we add less keywords than we do.

Yes, keyword mining was like a really good way years ago where you'd put in, You'd have a campaign with a broad match or a broad match modifier and whatever, the other phrase, and then you'd exact match the negative out.

So if it's just like car insurance, you put that in as a broad match, but then you negative out exact match and then you just mine all the keywords that are not that key.

Yeah, you got the alpha campaign, then you mine across.

It's still a viable strategy, but I think for a lot of people, it's too much work and they...

It's either too much work, the data's not there, or just like sometimes it's just mental masturbation.

Monitoring and optimizing for quality score.

I have stopped giving a toss about quality score unless there's a problem and then I'll use it as a diagnosis tool, but I don't use it as a leading indicator.

For me anyway, as long as the keyword's 7 or up, essentially Google's telling me you're in the right place.

I think quality score is really important.

I'm only recently getting back into it really understanding the importance of the CTR, the ads being relevant, and then ultimately the page being relevant.

I ignored it for years and most people I know still ignore it.

It's like a very, very, very last case when sometimes if you just look at it from the start, you get higher ranks, lower cost per clicks, which means your ads show higher and it costs you less, more clicks, less money.

You don't want to be that person optimizing from like 9 to 10.

It's like you optimize when it's like a 3 to like 5 or 5 to 6 or 7.

Yeah, anything under 7 is a trigger to do something.

7 or above is diminishing returns for your time.

Most of the time, I guess it's 1 of those things where you feel like you're on top of the account.

You've done a lot of stuff on this account.

I'm going to, this month, I'm going to analyze quality score and see if I can make some tweaks.

He's put search partners and display still suck for lead gen.

Writing good ad copy, yeah, I mean, again, it's 101.

And high converting landing pages, yeah, 101.

Landing pages, like If you were starting out in Google Ads, what would be the advice, and not to make this video go on too long, but it's get the foundations right in Google Ads, but then you want to multi-skill yourself.

So you want to tack on some automation to speed up your process.

But I said also, you really want to be good with landing pages.

Just even knowing the fundamentals of a good performing landing page will put you in the top 10% because most people don't do it or don't even look outside.

They don't look outside their Google ads accounts.

You know, you've got to recon the search landscape.

Well, I recorded another video today exactly about this.

And my concept is 50% of success comes from in the account, 50% outside of the account, being it for the lead gen.

So 50% of success is from the Google ads, 50% from the landing page.

The problem is with people is they'll spend the same amount of time and effort in the account, getting a 1% return.

When you put that same time and effort on a landing page, you get a 500% return, 5X.

But so many people don't have the skill or it's a developer or somebody who's doing the landing page.

It's like, just get a landing page software.

The best landing pages at work are not pretty.

Good headline, good offer, good call to action, good hero image and just being a good business.

Simple as that and actually just make sure that your headlines are aligned with what people are searching for.

You got a good offer, so people contact you.

A hero image or images to know that your business or what's being served is actually relevant to what people are looking for.

And like, and tweaks, like social proof near the call to action button.

So your little star rating or whatever, your Google stars or whatever.

Some of my landing pages are ugly as sin and some of my best landing pages convert incredibly well, like 40%.

And it's just a shy image of me offering something.

It's a headline, it's a few bullets, it's a clear call to action with the testimonial underneath it.

And funnily enough, I think it was Chris Schutt actually left us that big comment.

I think he recorded a video very kindly about landing page optimization for another member.

So I'm going to upload that inside God Tier framework if you want to purchase, because he literally went through what makes a great landing page showing off 1 of his, I think it was a before and after, so brilliant.

So some of the members are great because they share stuff like this.

So Casper says Evergreen, so if Google suggests it, do the opposite.

But Nikita, she said, Nikita Meinl, I hope I'm saying your surname right, Nikita.

She just said Google support has become utterly useless, which, yeah, I think that's the tragedy actually.

We used to have Google reps that were dedicated to the agency side and Google's, even as Premier Partner, we don't actually have someone dedicated anymore.

And yeah, I think that's a loss for everyone, But that's just Google skimming and trying to make more money and constantly chasing next calls.


Speaker 0: Everyone wants to be a bloody guru. And I was like, I'm going to wait. I'm going to sit back, going to gather the data, the understanding, and then I put out 95 minutes of free training on YouTube because I was like, I wanted to blow all that crap, all the crap I was seeing out of the water. Now Chris Schutt, and Chris, I don't know if that's actually how you say your surname, S-C-H-U-T-T-E, but I'm going to say Shoot. Sounds good.

Chris has put war and peace in here. So he thinks a lot has changed in the past 3 years. So new campaign types, new ad formats, new bid strategies, new keyword match type behavior, new data attribution, new audience signals, et cetera, new campaign types. Well, we've got PMAX, Discovery's been replaced with, what do they call it now? Like that awareness type of campaign.

Speaker 1: Yeah, yeah. That's awesome. It's new, isn't it? Like lead.

Speaker 0: Yeah, I can't remember what it's called. I'm a Google Ads professional, honestly. Yeah, this is the thing like, something's got a name change in a tweak. I'm like, I'm not that bothered till I see it in action and working and I'm not going to pretend to know all about it until I've actually used it for a fair amount of time. So I-

Speaker 1: There's people who will chase the trends and there's people who just get there to get results. Everyone in line will talk about the new features.

Speaker 0: Yeah, you mean like us recording Alex Hormozy video?

Speaker 1: No, but that's just context about value, mate. It's more about like when there's a new feature and people like acting like it's the bee's knees and realistically it's just- And they

Speaker 0: know shit all about it.

Speaker 1: And they haven't used it or they don't have enough clients or they've got clients that spend like 500 or $2,000 a month. They don't actually have credible data and then they're an expert.

Speaker 0: It took me 6 months to record my PMAX video. Yeah. Probably more. I waited and I waited and I waited because I saw all these videos coming out, all these comments and things. I'm like, that's wrong, it's a lie, that person doesn't know.

That person doesn't know. They've put something out.

Speaker 1: Are you smirking at me?

Speaker 0: No, but I'm like, that person is putting out information they don't know enough for it to be gospel. And I was like, I'm going to wait. I'm going to sit back, going to gather the data, the understanding. And then I put out 95 minutes of free training on YouTube because I was like, I wanted to blow all that crap, all the crap I was seeing out of the water. And some people creating courses on PMAX that were, that had less in them.

Yeah, I just don't, everyone wants to be a bloody guru. Anyway, new ad formats and new campaign types. I think they're kind of minimal. I know we've had the migration to RSA from ETAs and there was a lot of poo-pooing about that, but RSAs do the job now. So, yeah, new keyword match types, behavior.

Yeah, this is probably... Look, we can fix it though through scripts and negatives. So exact match are very loose now, but we can fix that by applying negatives. But I say that we've got 1 account where the negative list is now too large. It hit the maximum number of negs for an exact match ad group.

That's how crazy, it's an automated script that adds all the variations in. Essentially it kills close variances and stuff like that. It's a very specific circumstance, but the fact that there were thousands of variations of the very tight exact matches is hilarious in 1 way and sort of frustrating in another. So yeah, Chris, completely agree. I wish exacts were still tight.

And I wish Google just said, look, test the broad and we'll give you the exacts, but you know, give broad a chance as opposed to just sort of trying to make exacts broad. Data attribution, while we've got data driven versus last click now, are you touched on last click, Michael? There's still plenty of accounts that can run on last click. If you're a small business, you know, spending a grand or whatever, all your data is last click really. So don't worry about that.

And if you've got enough data, run data-driven. It's made your life or our life as Google Ads managers very simple. We have 2 choices. And for most people, the choice is data driven and forget about it.

Speaker 1: I actually think it's better for most clients anyway. Easier. Because when you look in the attribution report in Google ads, you see that, yeah, maybe 60 to 80% are within the first click. Now that might be based on that the cookie wasn't available, but I still think data-driven is relevant. Just that's my approach.

Even though I may be over-attributing.

Speaker 0: Yeah, so, like, data-driven is position-based. It's just that it's, instead of being equally weighted in the second, third, fourth spot, whatever, Google will add a little bit of weighting, but it's position-based, which is fine. We used to use position-based a lot for our e-com clients. Google Analytics, import position-based.

Speaker 1: Yeah.

Speaker 0: Oh, Chris, this is a big 1.

Speaker 1: Let's make this the last 1 because I feel like this video has been going for 40 minutes. This is going to be a masterclass by the end of it.

Speaker 0: I'm very sorry that I'm boring you.

Speaker 1: Oh, mate, it's great. I just don't want to use up all your valuable time.

Speaker 0: What hasn't changed? Chris agrees, core principles of running winning ads, account structure, still important. He's put stag, skag and ibag. I don't know what an ibag is. I have no idea.

I don't know what that is, That's hilarious. Negative keywords, very important. Yeah, we all agree on that. Proper conversion tracking. Yeah, that's one-on-one.

If you haven't got conversion tracking, what are you doing? Unless you're doing a branding campaign or an uplift campaign, fair enough. Constant search term mining. Yeah. I think we kind of said that we add less keywords than we do.

Speaker 1: Yes, keyword mining was like a really good way years ago where you'd put in, You'd have a campaign with a broad match or a broad match modifier and whatever, the other phrase, and then you'd exact match the negative out. So if it's just like car insurance, you put that in as a broad match, but then you negative out exact match and then you just mine all the keywords that are not that key.

Speaker 0: Alpha beta.

Speaker 1: Yeah. Oh,

Speaker 0: cool. Yeah, alpha beta. Yeah, you got the alpha campaign, then you mine across.

Speaker 1: Yeah.

Speaker 0: Yeah. It's still a viable strategy, but I think for a lot of people, it's too much work and they...

Speaker 1: It's either too much work, the data's not there, or just like sometimes it's just mental masturbation.

Speaker 0: Oh, here's a controversial 1. Monitoring and optimizing for quality score. I have stopped giving a toss about quality score unless there's a problem and then I'll use it as a diagnosis tool, but I don't use it as a leading indicator. For me anyway, as long as the keyword's 7 or up, essentially Google's telling me you're in the right place. So yeah, I don't, not for me.

Speaker 1: I think quality score is really important. I'm only recently getting back into it really understanding the importance of the CTR, the ads being relevant, and then ultimately the page being relevant. Yeah. I ignored it for years and most people I know still ignore it. It's like a very, very, very last case when sometimes if you just look at it from the start, you get higher ranks, lower cost per clicks, which means your ads show higher and it costs you less, more clicks, less money.

You don't want to be that person optimizing from like 9 to 10. It's like you optimize when it's like a 3 to like 5 or 5 to 6 or 7.

Speaker 0: Yeah, anything under 7 is a trigger to do something. 7 or above is diminishing returns for your time. Most of the time, I guess it's 1 of those things where you feel like you're on top of the account. You've done a lot of stuff on this account. It's like, you know what?

I'm going to, this month, I'm going to analyze quality score and see if I can make some tweaks. He's put search partners and display still suck for lead gen. Yeah, pretty much search partners. Writing good ad copy, yeah, I mean, again, it's 101. And high converting landing pages, yeah, 101.

Landing pages, like If you were starting out in Google Ads, what would be the advice, and not to make this video go on too long, but it's get the foundations right in Google Ads, but then you want to multi-skill yourself. So you want to tack on some automation to speed up your process. But I said also, you really want to be good with landing pages. Yes. Just even knowing the fundamentals of a good performing landing page will put you in the top 10% because most people don't do it or don't even look outside.

They don't look outside their Google ads accounts. They don't look at competitor ads. I used to be a bit like that years ago. Don't do any recon. You know, you've got to recon the search landscape.

Speaker 1: Well, I recorded another video today exactly about this. And my concept is 50% of success comes from in the account, 50% outside of the account, being it for the lead gen. So 50% of success is from the Google ads, 50% from the landing page. The problem is with people is they'll spend the same amount of time and effort in the account, getting a 1% return. When you put that same time and effort on a landing page, you get a 500% return, 5X.

And that's standard. But so many people don't have the skill or it's a developer or somebody who's doing the landing page. It's like, just get a landing page software. It's not that hard. People think it needs to be pretty.

The best landing pages at work are not pretty. They just have the core elements. Good headline, good offer, good call to action, good hero image and just being a good business. Simple as that and actually just make sure that your headlines are aligned with what people are searching for. You got a good offer, so people contact you.

A call to action, so people take action. A hero image or images to know that your business or what's being served is actually relevant to what people are looking for. And that's it. Not that

Speaker 0: hard. And like, and tweaks, like social proof near the call to action button. So your little star rating or whatever, your Google stars or whatever. Some of my landing pages are ugly as sin and some of my best landing pages convert incredibly well, like 40%. And it's just a shy image of me offering something.

It's a headline, it's a few bullets, it's a clear call to action with the testimonial underneath it. You can't scroll.

Speaker 1: Exotic services.

Speaker 0: Exactly. And you can't scroll anywhere. Yeah. Yeah, you're completely right. There's a lot of this outside.

And funnily enough, I think it was Chris Schutt actually left us that big comment. I think he recorded a video very kindly about landing page optimization for another member. So I'm going to upload that inside God Tier framework if you want to purchase, because he literally went through what makes a great landing page showing off 1 of his, I think it was a before and after, so brilliant. So some of the members are great because they share stuff like this. So Casper says Evergreen, so if Google suggests it, do the opposite.

I mean, he's kind of got a point. But Nikita, she said, Nikita Meinl, I hope I'm saying your surname right, Nikita. She just said Google support has become utterly useless, which, yeah, I think that's the tragedy actually. We used to have Google reps that were dedicated to the agency side and Google's, even as Premier Partner, we don't actually have someone dedicated anymore. And yeah, I think that's a loss for everyone, But that's just Google skimming and trying to make more money and constantly chasing next calls.

See all Ed Leake transcripts on Youtube

Google Ads 2020 vs. 2023: God Tier Ads Community Weighs In (Part 2)