Oct 1, 2019 Google Removes Accelerated Delivery

Use this method to replace the Accelerated Delivery setting.

Check Regularly > Actual Daily spend in the Ad Groups Report must be less than Daily Budget so ads run every time to execute your bid strategy with scientific precision. Monitor how much you actually spend each day for this campaign. Set Ad Group report at top of page to Daily and look at “Cost” metric.

  • In Members’ Guide, see Tune Bids > Is Google Running Your Ads Every Time?

  • Increase your Daily Budget in Settings or lower your Ad Group bids, so your actual daily cost is lower than your Daily Budget.

Watch the Video Series “20 Ways to Lower Google Ads Costs” - Click www.RichBruns.com/Videos

September 30, 2019 > Google removes Avg. Ad Position

Google added the new Impr. TOP % performance metric to replace Avg. Ad Position. Go to Ad Groups > Columns > Performance > Impr. TOP % to replace Avg Ad Pos column in Ad Group Report.

The TOP Area on the Google Search Results Page is located below Google Product Ads and other information and above organic search websites.

  • Bid each Ad Group high enough to get Impr.TOP % = 50% or higher if you can afford it, so your ads run for most searches.

  • Keep your daily spend below the Daily Budget you set in Settings, so Google always runs your ads to execute your bid strategy with scientific precision.

  • Ad Position 4 is the best dollar deal, because it costs much less than Ad Positions 1, 2 and 3 and your ads run for most searches. 

  • If only 10% of your ads run in the TOP area, your ads are running for very few searches, because most your ads drop below the bottom Ad Position 7 and are not shown.

  • If less than 50% of your ads are running in the TOP Area, small bid increases will dramatically increase the number of searches that your ads run.

  • If you decide to increase Bids to get more than 50% of your ads running in TOP Area, understand that you’re paying a premium.

These changes are described in the Members’ Guide step-by-step instructions and in the new Video “Smart Bids Lower Google Ads Costs” on www.RichBruns.com/Videos

Smart Bids Lower Google Ads Costs

 
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Google has replaced the column Avg. Ad Position with Impr. TOP % on the Ad Groups report which shows the percentage of ads that show in the TOP Area on Google Search Results Page — a key to smart bids. These changes are described in the Members’ Guide step-by-step instructions and in the new Video “Smart Bids Lower Google Ads Costs” on www.RichBruns.com/Videos

Don’t let Google bid for you. Google doesn’t know how much money you make on each product. And Google makes more money on higher Cost Per Click bids. My method sets up your program to avoid repeated Google attempts to hijack your manual bids — so-called Goals, Recommendations, Enhanced CPC and other Bid Optimizations that increase bids for search words that don’t make you money or increase bids higher than you can afford.

Watch the Video Series “20 Ways to Lower Google Ads Costs” - Click www.RichBruns.com/Videos

My method gives you total manual control to set the Cost Per Click for individual search words. After your ads run, you see the Cost Per Click that your set manually and the actual position that your ads are running for individual search words. Competition drives bids higher, sometimes too high.

Ads in average position 4 run almost every search and are much less expensive than ads running in higher positions 1, 2 and 3. Bid as high as you can afford. Move your money to search words for products that you know make you money. Manual bids lower Google Ads costs.

Change Big Corporation Ad Settings

 
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The standard Google Ads settings are designed for ad agencies to run ads for big corporations with thousands of products and lots of money. You have a small number of products and focused search words. You can’t afford to waste 80% of your budget on people who never buy your products. My method sets up your ads so you precisely target your best customers and lower your Google Ads costs dramatically.

Watch the Video Series “20 Ways to Lower Google Ads Costs” - Click www.RichBruns.com/Videos

The standard big corporation ad settings destroy your budget three ways:

First Google runs ads to the wrong people — for search words you didn’t choose. Google runs ads for extra search words that the Google computer thinks might be related to your chosen words or your website. Google doesn’t know your customers like you do. You waste money on bad clicks.

Second Google runs expensive ads, because they run too high on Google search pages. Google doesn’t know how much you make on each product — and Google makes more money on higher Cost Per Click bids. Don’t let Google bid for you. So-called Optimizations, Goals, or Recommendations push your bids higher, without applying your business judgement. My method lowers Google Ads costs, because you have total control of costs for individual search words.

Third Standard Google program settings don’t show your specific product advantages for individual search words that people actually put into Google search. Ad agencies don’t have time to run specific ads for thousands of products that they don’t know like you know your products. Every ad you run shows the actual words people just put into search and your unique product advantages for those specific words.

My Members’ Guide shows how to avoid big corporation ad settings to lower Google Ads costs.

Put Search Keywords Into Ads

 
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Google sharply discounts your cost per click, when your ad contains the same words people just put into Google search. And you get more clicks — people like their own words. Your ad also shows why your product is better that your competitors for those precise search words. “That’s just what I’m looking for.”

Watch the Video Series “20 Ways to Lower Google Ads Costs” - Click www.RichBruns.com/Videos

My method sets up your program so every ad you run shows the actual search words and your product advantages for those specific words. You only runs ads for precise combinations of 2 or 3 words. And you manually set the cost per click for individual search keywords. You’re in total control and you understand everything you do.

How does it work? In the Google Ads program, you build Ad Groups to run ads. Each Ad Group has search words and ads. The Google program ALWAYS runs an ad from the same Ad Group that contains the search words.

  • The standard Google set up dumps many search words into each Ad Group. This standard set up makes it easy for ad agencies to run ads for big corporations with thousands of products and lots of money. When there are many search words in each Ad Group, the ads rarely contain the actual search words and don’t show product advantages for individual search words. Ad agencies don’t know individual product advantages like you do for your business, and they don’t have time to write ads for individual search words.

  • My method makes it easy for small business owners to run economical ads for your limited number of focused products. You only put one set of 2 or 3 search words into each Ad Group. Google dramatically lowers your ad costs, because all your ads show people exactly what they’re looking for — the actual words they just put into Google search and why your product is better than competitors for those precise search words. It’s easy to run ads for other search words the same way, when you know how — and you lower Google Ads costs..

Only Run Ads for Precise Search Words

 
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Carefully choose search keywords to run ads when people put words into Google search. Don’t pay for clicks from the wrong people. My method sets up your program so you only run ads when people put your carefully chosen words into Google search.

Watch the Video Series “20 Ways to Lower Google Ads Costs” - Click www.RichBruns.com/Videos

If you don’t change the standard Google program settings, Google runs ads for many search words that you didn’t choose — words that the Google computer thinks might be related to your chosen words or website. These so-called Broad Match Keywords destroy your budget, because they run ads to the wrong people. The Google computer doesn’t know your customers like you do.

You know the words that your best customers put into Google search to find your products. Ask yourself this one simple question: “Am I willing to pay for clicks when someone puts these 2 or 3 precise words into Google search?” Don’t worry about word order and there may be other additional words — my method takes care of that. And, don’t worry exactly how much you pay yet — you decide that after your ads run when you see how much competitors bid and calculate how much money you make on each sale.

It’s easy to set up ads for more search words the same way, after you know how. Choose the right search words and you lower Google Ads costs dramatically.

Don't Let Google Run Ads for You

 
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You’re smarter than Google. You know your customers better than Google. My Members’ Guide helps you target your best customers so you don’t pay for clicks from the wrong people.

Watch the Video Series “20 Ways to Lower Google Ads Costs” - Click www.RichBruns.com/Videos

The standard Google ad settings are designed for ad agencies to run ads for big corporations with thousands of products and lots of money. Ad agencies don’t have time to write ads that show advantages for individual products. Ads run for many search words that are not your customers. Expensive ads run too high on Google search, because Google doesn’t know how much you make on each product. You end up with an expensive mess that you can’t understand, improve or afford.

My method sets up your ads, so you’re in total control. You manually set the cost per click for individual search words that you choose carefully. Your ads always show the actual words people just put into search and specific product advantages for those words. Run ads yourself with my Members’ Guide and you lower ad costs dramatically.

Write Ads to Avoid Bad Clicks

 
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Sometimes, even carefully chosen search keywords also run ads to people who would never buy your product. Write ads to attract your desired customers that also discourage bad clicks that waste your money.

Watch the Video Series “20 Ways to Lower Google Ads Costs” - Click www.RichBruns.com/Videos

First, carefully choose search keywords, to avoid clicks from non-buyers. Ask yourself, “Am I willing to pay for clicks from people who put these 2 or 3 words into Google search. My method makes sure you don’t run ads to words that you don’t choose. However, even carefully chosen search keywords run ads to the wrong people who would never buy your product.

Write your ads so you discourage clicks who are just looking for a “free-be.” Show a price in the ad, or say “free quote.” Good customers will click on the ad to get a good deal for a valuable product. I recently put the prices for my Members’ Guide and Coaching in my ads. I offer very cost-effective products, so why not show that advantage in my ads? I got fewer clicks, so my costs lowered — people who just wanted free information stopped clicking. Then, I moved the money I saved into my best Ad Groups so my ads ran more often higher on the page. My sales increased for the same budget I had before I put prices in my ads.

Clarify what you offer. Someone looking for an exterior house painter won’t click on your ad, when you ad show you only paint house interiors. Write ads to avoid bad clicks to lower Google Ads costs.

AdWords Is Now Called Google Ads

The Google Ads program pages and strategies remain the same for Google Search Ads. I renamed my website from AdWords GamePlan to The Rich Bruns Method for Google Search Ads — my Member instructions keep up-to-date with changes in the Google program, but the same Method = Strategy continues to be the same as it was for AdWords GamePlan, PlayBook and Recipe ten years ago. Only Google search ads let you precisely target your best customers, if you set up your ads properly. No other Internet advertising solution provides small businesses such low costs with minimal time invested. And that’s what my Method does for you.

Convert to the New AdWords Interface Now

AdWords GamePlan shows step-by-step instructions for the new interface. 

  • Main Menu items have moved from the top of the AdWords page to the left column.
  • Settings, Ad Groups and Ads pages still contain all the selections we need to precisely target customers, but some have moved. GamePlan shows where to find them.
  • AdWords has "optimized" some bids, ads, daily spend without asking your permission. These optimizations can dramatically increase costs. GamePlan shows warnings, when you need to change them.

AdWords Can Increase Bids Higher Than Your Manual Cost Per Click Setting

In Settings > Bidding, you properly selected Manual CPC. However, AdWords just changed this to "Help increase conversions with Enhanced CPC" if you use Conversion Tracking. Click on down arrow, to unselect this "Enhanced CPC" setting, which dramatically increases your costs and distorts the Ad Group Bids that we need to control bid costs. See GamePlan Settings & Tune Bids pages.

AdWords Can Bill You More Per Day Than Your Average Daily Budget Setting

For the month, you won't pay more than your daily budget times the average number of days in a month. Some days you might spend less than your daily budget, and on others you might spend up to twice as much.

When you first start up your new campaign, set daily budget lower until you see results. Otherwise, you can spend too much before you know competitive bids and how many people put your words into Google search. Tune your Ad Group bids down until your actual daily spend is less than your daily budget. Then you know you know that Google is running your ads all day, since you set Delivery to "Accelerated"  Google will average your spend throughout your month, so your ads run all month.

Are You Smarter Than AdWords?

You know your customers better than AdWords. You know which customers make you money. You know words they put into Google search. And you know sales pitches that your best customers like to hear before they buy.

It pays to run ads yourself. My GamePlan for AdWords website helps you to precisely target customers that you know will make you money month after month. You run the right ads to the right customers. You pay Google less for ads and you don't pay for ads to the wrong people.

AdWords Changed Ad Rotation Settings

AdWords converted the "Rotate Ads Evenly" setting to "Optimize for Clicks" which will grossly distort Ad Testing. Go to Settings/Ad Rotation and select "Rotate indefinitely - will deliver ads more evenly for an indefinite amount of time"  When you run two test ads inside an Ad Group, you want to run both ads at least 200 hundred times for statistical accuracy. If we don't change the default setting "Optimize for Clicks", AdWords would stop running one of the ads before both ads had run 200 times. So AdWords could stop running the better ad, before the test is complete.

AdWords Rolls Out New User Interface

Campaigns, Settings, Ad Groups and Ads folders move from the top of the AdWords page to the left column. When you click to go to these standard pages you see the same familiar selections in a streamlined format. All AdWords GamePlan instructions remain the same.  

Why It Pays to Run AdWords Yourself

No one knows your business like you do. Ad agencies use "optimized" settings designed to run big-budget corporate campaigns the make it easy for them, but cost you much more money. They run ads to everyone, everywhere at the top of Google search. You end up with an expensive mess that you can't understand, improve or afford. AdWords GamePlan show 20 ways to apply your business judgment to dramatically lower costs and get the customers you want.

Why Keyword Insertion {keyword: default text} Doesn't Work As Well As GamePlan

When you create a new ad, you can choose Keyword Insertion. AdWords will insert a keyword into the ad from the same Ad Group that caused the ad to run. This makes it easy for ad agencies to dump huge numbers of keywords into each Ad Group -- corporations often run 100,000+ keywords that relate to their brand or product line, like Home Depot for example.

With GamePlan, we only put one set of specific keywords into each Ad Group. So people see the precise keywords they just put into search in the ad text along with a custom sales pitch for those specific words. We totally control the text of a compelling ad. More importantly, our Ad Group reports show precisely which specific keywords were put into search, the ad text they saw, the bid for those specific words and the average ad position that bid earned. 

With Keyword Insertion, some nonsense ads are generated and the ad contains a generic sales pitch not specific for the keyword inserted. Worst of all, reports give us confusing, inaccurate information that we cannot use to improve bids or test ads.

As small business entrepreneurs, we have focused products with a small number of keywords. Creating PRECISE Ad Groups for those words dramatically lowers ad costs and gets more customers to our website.

How Much Should I Bid for Cell Phone Ads on Google Search?

When someone puts words into Google search, AdWords determines if the searcher is on a computer, tablet or cell phone. Today, half of searches are on cell phones. Do you want to pay for ads for cell phones?  

If your website doesn’t work on small cell phone screens, sending these people to your website wastes your budget. If you don’t change device settings, Google runs ads to all devices by default.

  • Even “responsive websites” like Squarespace may not show your content well on cell phones, so check it out.
  • You could build a separate website and campaign just for cell phones, but this is very costly and very time-consuming.
  • You could put an explanation up front on your website that your website is best-viewed on a full computer screen -- or link to a YouTube video that looks good on cell phones.

When you click on +AD to create a new ad, you can choose a “Call-only ad” that only allows people to click on your telephone number. They cannot click to your website. You must have a solid telephone answering system for this to be effective. And you’ll get unqualified prospects, since they don’t see your website.

Here’s how to bid, if your website shows properly on cell phones or NOT.

  • Change bids in Campaign Settings > Devices -- don’t change device bids within Ad Groups -- this distorts your reports and vastly complicates your work. You can safely assume that all your precise Ad Groups will track the same for bidding purposes.
  • Within your campaign, click Settings > Devices. You can adjust bids separately for cell, tablets and computers.
  • Since cell phones don’t show as many ads on the screen, you may want to bid slightly higher, if it’s worth the money.
  • You decide what makes sense for your business :)  Rich

AdWords Introduces Expanded Text Ad Format

Convert your ads to the new expanded ad format immediately. It really works. It gives you almost twice the ad space to explain your product. It dramatically increased my ads' Click Thru Rates.

Expanded text ads are the standard format, when you create new ads. AdWords says they will continue to run your old ads for some indefinite time, but it really pays to convert them ASAP.