Shownotes
Discover the power of keeping your Google Ads keywords in check! Regina Bellows, Executive Director of StarterPPC, explains why regular keyword management is crucial for Google Ads success.
She shares insights from an eCommerce account and shows how careful keyword management positively impacted the ROAS. Learn about the relevance and effectiveness of keyword management strategies to reach your advertising goals.
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0:00 Don’t Forget Keyword Management for Google Ads Success
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Transcripts
Hey everyone, Regina here with Starter PPC, just wanted to
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:hop on video and do a quick public
service announcement to tell everybody
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:that keyword management is not dead.
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:I think that, a lot of, people
get started with Google ads.
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:they add a couple of negative keywords
in the beginning they sit back and rely
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:on the, automated bidding strategies,
Maximize conversions, maximize conversion
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:value, and they trust Google to go
out and do the research and collect
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:data and see which keywords are
going to do well and Google claims.
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:They do this, and I do think
that they try a little bit.
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:I think they try their best to get you a.
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:maximize the conversions or maximize
the conversion value, which is what
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:you've chosen in your bidding strategy.
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:But keep in mind, Google is always going
to have its own self interest at heart.
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:So it's not going to do That last bit
to make sure that it's really getting
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:you the Maximum, because why it loves
to collect commissions on click.
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:So it loves to fill, add placements
that nobody else wants to fill, right?
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:Low competition.
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:If it can put yours there, then why not?
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:if it loves to drive up.
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:competition, right?
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:So it might bid on certain keywords
that has never done well for you, but
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:if it can have three people bidding
in that auction, it's just going
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:to drive up to the maximum that the
highest paying bidder is going to bid.
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:And then Google gets to collect a
slightly higher commission on that click.
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:So there's little things like that,
where Google is always going to have
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:its own finances, ahead of yours.
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:keyword management as alive as ever.
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:and I want to show you guys an example
of this, where we can see it in one of
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:the accounts that we've been working
on since, like a year and a half now.
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:just in case anyone's curious,
this is an e commerce account.
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:They sell, interactive materials,
for the religious world.
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:so workbooks and posters and things
like that for the world of religion.
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:I don't believe it's too seasonal.
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:and I do think that even though
it's an e commerce company, these
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:strategies apply across the board
to industries because it's really,
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:You against Google in this case.
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:anyways, here you can see I have
pulled up June through October
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:and I'm showing a monthly view.
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:The blue line is ROAS,
which is return on ad spend.
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:and keep in mind, by the way, that
the ROAS is not a true return on
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:ad spend because it does rely on
Google's ability to track every
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:single click through to the sale.
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:and as we know It drops
so many conversions.
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:So the only way to find your true return
is to use a metric called media efficiency
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:ratio, which is where you zoom out and
you look at the total business revenue and
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:divide it by the total business ad spend.
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:So that's your true return on ad spend
is called media efficiency ratio.
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:But I'm using raw as in this case, we use
it a lot internally to try to beat our,
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:Month over month or week over week, right?
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:So we're always looking at it as a
reference point, to see if what we're
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:testing and what we're trying in the
account is making things better or worse.
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:ROAS here is in blue and you
can see it was 166 in June.
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:Cost is about 4, 000 and you
can see month over month.
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:The ROAS just starts to dip, right?
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:125 in July down to 130.
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:I actually went up by 5 percent in August.
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:For some reason, cost is
staying the same the whole time.
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:And then in September, the rise
dips quite a bit more down to 97%.
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:And, kind of raised the alarm for
us starting to see this trend.
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:knowing it's not seasonal.
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:we had a keyword management
strategy, but I would say it
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:was a little on the light side.
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:And here we decided we got to try
something new in this account.
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:What we've been trying
isn't working anymore.
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:And so we decided, not seeing too
many other opportunities to try really
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:leaning into the keyword management.
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:And we started, really fine
tuning and manipulating the.
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:search terms and the keywords and the
negative keywords, very granularly
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:and spending a lot of time in
there, near the end of September
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:and the beginning of October.
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:And you can see that even though
the cost stays the same again, the
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:ROAS shoots way up from 97 to 152.
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:so we're almost back up to
June, what we had in June.
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:And I think that it will be
even higher here in November.
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:First of all, let's just do a quick
comparison so we can see what we can see.
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:And then we'll go over to the change
history, and I'll show you just how
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:many search terms we changed in order
to achieve this type of results.
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:So I'm going to compare
October to the previous month.
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:I'm just going to look at this
total business row, total account
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:row down here at the bottom.
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:Here we can see the rows went up by
54%, Huge jump, month over month.
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:cost stayed the same, 0.
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:3 percent difference.
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:the cost per click went Up you guys 25
percent and I think this is a lesson
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:because we have so many clients that
are focused on the cost per click.
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:It's not really the cost per click.
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:That's the only metric you
want to be looking for, right?
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:If the click through rate goes up enough
and the conversion rate goes up enough
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:to make up for the cost per click, right?
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:Because you have a higher
quality of person who's clicking.
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:More motivation means a
higher click through rate.
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:More motivation means more,
more purchased intent, right?
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:It means a higher conversion rate.
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:Wow, conversion rate went up 267%.
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:So we're getting a higher
caliber of lead here.
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:It's okay to spend more on that click.
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:It's okay, you're cleaning up some
of the mess and sometimes, that makes
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:your cost per click average go up.
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:It doesn't matter.
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:Doesn't matter in this case.
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:so here I have the first three months.
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:So June, July and August,
where we saw that downward, the
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:beginning of the downwards trend.
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:And you can see that the amount of
keyword changes we made in the, in these
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:three months is 255 keyword changes.
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:All right.
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:So we were monitoring it, we
were making some changes and
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:this was working in the past.
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:the account was growing, but when
the account started shrinking, we
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:thought we have to test something,
and our other tests weren't working.
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:So what did we do starting in September?
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:Hi there.
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:Quick interruption.
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:Do you know the main thing that
prevents small business owners from
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:getting their Google Ads account into
a position to grow and scale budget?
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:A lot of businesses, especially
those that are just starting
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:out, have limited budgets.
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:And so because of this, they're turned
away by most ad agencies because most ad
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:agencies have minimum budget thresholds
that they're willing to work with.
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:So what happens is the business owners
end up learning Google ads themselves.
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:And the problem with that is
that most of the advice online is
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:geared towards larger accounts.
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:And the advice doesn't have any of those
strategies or tricks that can kickstart
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:the algorithm into giving a small
account a leg up over larger competitors.
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:So it often just doesn't work.
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:And the business just ends up
losing money month over month.
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:If this sounds familiar,
starter PPC can help.
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:We offer Google ads management services
that are designed for accounts that
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:have between 1000 and 5, 000 budgets.
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:Because all of our clients are just
starting out, we've come up with ways to
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:keep our management fees significantly
lower than most agencies, because
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:we know that every dollar saved on
management fees just goes towards
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:the ad budget, which is going to help
the algorithm gather speed and power.
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:So if you're serious about growing your
business and you'd like a team of Google
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:ads experts to help you without breaking
the bank, check us out at starter PPC.
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:com.
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:Okay.
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:Back to the video.
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:Let's do, September through mid
October, because I want to show you
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:what we did that made October shoot up.
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:So just across a month and a half,
we did 1, 300 keyword changes here.
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:And that's really what
impacted the performance.
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:300, keyword changes resulted in
Those higher performance that we
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:were looking at on the other tab.
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:you can see the row is already starting
to go up where in October, right?
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:I only have the first two
weeks in October, but it's
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:already going up to 146%.
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:And we know that by the end of
October, it was, averaging one.
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:I say?
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:155.
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:I think it was.
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:there's so many rows.
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:most of them are.
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:negative keyword lists, a lot of this,
was gained by digging through the data.
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:I did, another video on this,
just showing kind of the process
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:to clean up search terms.
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:I'm not sure there's a super
straightforward step by step
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:process that we go through.
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:It's really a matter of, Looking at
the data from a few different angles,
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:Sort by click through rate, sort
by conversion rate, sort by cost.
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:look at a three month view,
look at an all time view.
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:and get a sense of which keywords
are working and which aren't.
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:And as you go, if you identify,
this one spent a bunch of money
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:with nothing to show for it.
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:Check the box, add to
the negative keywords.
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:you can choose to add that keyword to just
the campaign, or you can choose to add
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:it to the account level negative keywords
list over in the tools and settings.
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:There's really no right
or wrong way to do it.
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:It just depends on whether
the keyword that you're adding
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:to the negative is right.
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:going to be relevant to other
campaigns or if it's not going to
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:be relevant to the entire business.
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:there's really no rhyme or reason to it.
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:It's every decision has to be made.
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:With a custom approach and using
logic as you're going through,
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:negative list, 26 keywords at it.
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:I'm sure somewhere we went and found
just like general negative keyword lists.
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:none of these are all custom
keyword lists based on performance.
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:But when we first begin a new campaign,
we have, some, just global negative
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:keyword lists, which you can find online.
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:And, that's a good place to
start, but it's really not enough.
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:Once you have many months of data
under your belt, which we finally
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:did with this account, it's time to
really lean into keyword management.
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:All right.
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:that's all for today.
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:Thank you so much for watching.
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:Good luck with your keyword management.
