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Are you stuck while trying to grow your small business with Google Ads? Understand what’s preventing success on Google Ads and learn potential solutions to help you break away from the competition and give your small business an edge. Plus, get expert advice from Regina Bellows, Executive Director of StarterPPC, on how she helps other businesses with small budgets grow with Google Ads.
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Transcripts
Hey guys, Virginia here with Starter PPC.
2
:Someone posted a comment on
another video that I made.
3
:The video was called Grow the
Google Ads Algorithm Like a Muscle.
4
:And it has a picture of me going
like this, showing my muscles.
5
:in that video, we talk about overpacing,
underpacing of the budget and how
6
:that kind of helps the algorithm
to, forces it to go out and find,
7
:basically it does prospecting.
8
:And then when we underpace, we're kind
of focused on goal hitting someone
9
:posted comments saying, you know,
this seems like a really bad design
10
:on Google's part, you know, the fact
that we have to actually do this.
11
:kind of made me go down
this spiral of thoughts.
12
:First of all, I forgot to mention
in that video that the overpacing,
13
:underpacing workaround seems to
really only be necessary when you're
14
:really, really small and your budget
is small, under 5k, under 10k a month.
15
:Once you start getting into a bigger
territory where more of your competitors
16
:are, it doesn't seem necessary.
17
:And I'm getting that information from John
Moran over at Start over at Solutions 8.
18
:And I think the reason why is because when
you're a little bit bigger the algorithm
19
:is probably doing some prospecting.
20
:All the time alongside kind of trying to
hit your goals and get you conversions
21
:so that you don't quit Google apps.
22
:that's probably programmed
into the algorithm.
23
:if it's not devoting a small
percentage of your money to.
24
:prospecting.
25
:And what I mean by prospecting is,
testing new products hasn't tested
26
:in a while or showing a product
to a new pocket of the market.
27
:Maybe it's showing a new keyword
that it hasn't tested in a while,
28
:or it's showing a keyword on a rainy
day as opposed to a sunny day, right?
29
:Like sometimes the weather
really affects your business.
30
:It just depends on what your business is.
31
:a new combination of ad copy on a
new placement Testing new things
32
:so that it grows in power and
it continues to stay relevant.
33
:When you have a bigger budget, the
algorithm could devote a a small
34
:amount of budget to prospecting.
35
:and even though it has a small amount
of budget on prospecting, it has enough
36
:budget every day to gather enough
data to get a healthy average so that
37
:it can make decisions on that data.
38
:So it really comes down to a quantity
of data versus time situation.
39
:I'm going to try to
reframe what I'm saying.
40
:so it's less convoluted.
41
:When you have a bigger budget even if
it's spending a small percentage of
42
:that, it's getting enough clicks, enough
conversions on the prospecting, so that
43
:it gathers a body of data out of that.
44
:To get an accurate average before the
weather changes, before the economy
45
:shifts, before a new season happens,
before the competitive landscape changes.
46
:There's so many things that make
the data irrelevant as time goes
47
:on that you have to have enough
data in a short amount of time.
48
:The algorithm is going to see
old data as less useful as it is.
49
:when you have a small budget,
it's just very hard, right?
50
:It's this exponential lack of
data, lack of power situation.
51
:even if the algorithm is doing some
prospecting, and I'm not sure if it
52
:is or not when you're small, because
with small businesses, if it's devoting
53
:even a small percentage of that
budget to prospecting, Google ads is
54
:probably worried that you're going to.
55
:Give up on Google ads because you're
not necessarily hitting your goals.
56
:So it might not actually be doing
prospecting, but even if it is doing
57
:prospecting with your budget, it's
probably not gleaning much from it.
58
:And even if it is gleaning
something from it, the averages are
59
:probably not as accurate, right?
60
:Because it's maybe making decisions
on two data points instead of on.
61
:30 data points or it's making
decisions on 30 data points, but those
62
:data points are spread out over six
months instead of over one month.
63
:And so the data is old less
accurate for whatever reason.
64
:in conclusion I'm torn.
65
:I do think that there's
a logical aspect to it.
66
:And I think that the algorithm is
probably doing the best that it can
67
:and to help small businesses, right?
68
:That being said, the algorithm.
69
:Is always gonna be looking
out for itself, right?
70
:Google's always gonna be
looking out for itself.
71
:It wants to make more money, and
so the algorithm is gonna start to
72
:optimize itself to focus on bigger
business because those businesses are
73
:gonna bring in, Google takes Google
takes a cut of all of the money.
74
:it's very hard to be a small business
because I do think that there is
75
:this like Undercurrent where the
algorithm is going to say, Oh this
76
:bigger business, which has more data
and more power is more important.
77
:And it might be prioritizing that
bigger business over a small business,
78
:which makes it very, very difficult.
79
:You can't really fight that very easily.
80
:I am torn.
81
:don't know if Google cares
about small business.
82
:I think that if, Google did want
to care about small business, it
83
:would have to play unfairly and
give the small businesses more of
84
:a leg up to start to get into the
more competitive higher budget.
85
:Space and play with the bigger
players, and I don't think that
86
:Google will do such a thing, right?
87
:Google's not going to unfairly say,
Oh, for this small business we're
88
:going to make it really easy for them.
89
:We're going to actually let them win
some bids, even though they're not paying
90
:as much per click as their competitors.
91
:Like, no, that wouldn't be fair.
92
:and it also wouldn't really
be in Google's best interests.
93
:unless Google's doing that to try to
stop small businesses from quitting on
94
:Google ads, like if, if, if they want,
it's really, there's a lot of unknowns.
95
:Anyways, to combat all of this, what
we're doing at starter PPC is we
96
:are keeping an eye out for when it
makes sense to just push forward.
97
:What I mean by that is since it's
so difficult when you're small,
98
:for whatever reason, for all these
reasons combined, getting to a place
99
:where you're a little bit bigger
is going to help you exponentially.
100
:We try to keep an eye out on the
business's numbers as a whole.
101
:How is the business doing?
102
:Is it, hitting a profitable space over
the past, profitable return over the past?
103
:30 days on average, for example,
if yes, we push for growth, We
104
:can't necessarily say, Oh, well,
Google ads didn't do so well last
105
:month, but the business did well.
106
:So let's just not grow because
Google ads didn't do well.
107
:I know it sounds illogical, but the
problem is Google ads might never do
108
:well, depending on the industry you're in.
109
:Depending on Google's whims
at any point in time, do they
110
:have shareholders to please?
111
:Is the algorithm learning and changing
and, prioritizing big business right now?
112
:Is the tracking disappearing because
of lawsuits that Google's involved in?
113
:Yes, it is.
114
:just because the Google ads look
like they're not bringing in the same
115
:return that the business is getting.
116
:If the return for Google ads is
here and the business's return is
117
:up here, it doesn't necessarily
mean you shouldn't grow your sales
118
:by adding budget in Google ads.
119
:Because when you grow your sales by
adding budget in Google ads, it becomes
120
:exponentially easier for that algorithm
to get you the the returns in Google
121
:ads and you know, I think on some
level, you just have to have faith
122
:that playing in the Google ads pool.
123
:And investing in getting a really
healthy algorithm going over a long
124
:period of time with a lot of data.
125
:is for the best that it's contributing
to the business's overall return.
126
:So we keep a really close eye out
on the overall business numbers.
127
:if it's an e commerce business, we'll be
looking at media efficiency ratio, right?
128
:So all your marketing
spend versus gross revenue.
129
:And you try to keep your eyes peeled
on that like high level number.
130
:And if it was good in the last
30 days, then we say, it's time.
131
:Let's grow.
132
:If it wasn't good in the last 30
days, you can't afford to grow, right?
133
:You can't invest in the next
level in Google ads because you've
134
:got to, test new things, right?
135
:Whether that means fixing up the
website or testing a new campaign
136
:instead of the Google ads, tweaking
a bidding strategy, whatever it is.
137
:going back to the overpacing
underpacing concept, I'm going to
138
:link to that video in the description.
139
:the reason why we do that when the
businesses are small, when the budgets are
140
:small and not when it's big is because.
141
:It seems to sort of force the
algorithm to do that prospecting
142
:in a very condensed way.
143
:And the algorithm is not going
to do that on its own, right?
144
:It's not going to go, well,
for the next two weeks, I just
145
:want to do mostly prospecting.
146
:I'll just plan for the next
two weeks to hit goals.
147
:Well, it's not going to
make that decision for you.
148
:why is because, It's probably afraid
you're going to quit if it's not getting
149
:a high return for those two weeks while
it's doing 90 percent prospecting.
150
:So we forced it to do 90 percent
prospecting for two weeks because we want
151
:it to have all that data in a condensed
time period so that we can then reap
152
:the benefits for the next two weeks.
153
:we know that it's a data
versus time situation and we're
154
:artificially creating this.
155
:Roller coaster of underpacing I encourage
you to watch the video about this the
156
:one about growing the algorithm like
a muscle, which is in the description.
157
:this has been a bit rambly,
but these are my thoughts.
158
:This is what I was all going through
my head when I was responding to
159
:this comment on that other video.
160
:And I just wanted to
share it with you guys.
161
:If you have any thoughts,
feel free to comment.
162
:I would love to hear them.
163
:A lot of this is speculative.
164
:We really can't know
what Google's thinking.
165
:And I do think that things
are changing at all times.
166
:But I would not trust Google to really
be prioritizing small businesses and
167
:helping small businesses to succeed.
168
:So you have to really fight
and push for growth, right?
169
:Sometimes it's hard to be profitable
when you're in a very small space.
170
:just trying to get out of that
small space without losing money is.
171
:Is the focus.
172
:that's it.
173
:If you like this video, don't
forget to hit like and subscribe.
174
:I will talk to you guys in the comments.
