Shownotes
Join Regina as she exposes three subtle yet impactful ways Google Ads tries to extract more money from its users. In this informative episode, Regina sheds light on the fact that a whopping 99% of Google's revenue is derived from ads. Understanding the immense financial stakes at play is essential for all users.
Regina also differentiates manipulation and persuasion, asserting that Google's tactics often lean towards manipulation rather than benefiting its users. By understanding these tactics, users can take back control of their advertising efforts.
One tactic Regina highlights is Google's encouragement of advertisers to adopt broader targeting settings. While this may appear innocent or even beneficial to users, it actually serves as a way to expand competition in auctions, ultimately benefiting Google's bottom line.
Don't miss out on this eye-opening video that reveals Google Ads' hidden strategies. Stay informed and ensure that your advertising campaigns align with your own goals, rather than being driven solely by Google's profit motives.
This video is from StarterPPC’s YouTube channel, check it out if you want to maximize ad spend & achieve better results with a smaller budget:
Google Ads management for under $5k budgets at a fraction of the cost: https://www.starterppc.com/?utm_sourc...
Related videos on the StarterPPC YouTube channel:
Effective Conversion Goal Settings: Make The Algorithm Work For You:
• Effective Conversion Goal Settings: M...
Is Amazon Stealing Your Website Sales?
• Is Amazon Stealing Your Website Sales?
0:00 Google Ads Management Tips: Avoid These Traps That Make You Spend More
3:50 Look out for your location targets
6:48 Need help scaling Google Ads with a limited budget? Let StarterPPC help you!
8:03 Check your network settings
11:13 Are your remarketing campaigns safe from Google’s manipulation tactics?
Need help with Google Ads? Get your FREE action plan here: https://sol8.com/ap/
💣 The Ultimate Guide to Google Ads for 2023:
• The Ultimate Guide to Google Ads for ...
🔥 Get your copy of You vs. Google: The (Very) Unauthorized Guide to Google Ads
on Amazon here: https://www.amazon.com/dp/B0BWSNLNRN
This ULTIMATE GUIDE gives you EVERYTHING you need to know about how to set up, build and optimize your Google Ads Performance Max campaigns: https://sol8.com/performance-max/
💰 Have an ad budget that's less than $5,000/month? If so, check out our sister agency, StarterPPC, where you can get Google Ads management for a fraction of the cost!
Visit https://www.starterppc.com for more information. 🚀
We have dozens of free resources, courses, downloads, calculators, and other goodies. You can access all of them on our Free Stuff page!
Visit: https://sol8.com/free-stuff/
💯The Ultimate Guide to Google Ads for Lead Generation:
https://sol8.com/google-ads-lead-gene...
🛒 Everything you need to know about Google Ads for eCommerce:
https://sol8.com/google-ads-for-ecomm...
🧲 The only guide you’ll ever need for Google Ads for YouTube:
https://sol8.com/google-ads-for-youtube/
👉 Do you want to be featured on Daily Google News? Do you have epic value you can offer our audience? You can pitch your idea here: https://sol8.com/pitch/
--------------------------------------------------
👉 Get our latest content every Monday, straight to your inbox. Sign up for our news “Traffic Ahead”: https://sol8.com/newsletter/
--------------------------------------------------
Get the latest updates, expert tips, best practices, and PROVEN Google Ads strategies every single day. Subscribe here:
--------------------------------------------------
👉 Want to become a Google Ads expert?
We’ve demystified how Google works, and laid out everything you need to know in Google Ads–from scratch!
Learn how to build, launch and manage high-performing Google Ads campaigns in this Google Ads Course: http://sol8.com/paid-traffic-mastery
--------------------------------------------------
Solutions 8 is a global authority in the Google Ads space and one of the world's leading PPC agencies.
Our YouTube channel is dedicated to sharing our most effective marketing strategies to help you achieve your business goals.
--------------------------------------------------
👉 WOULD LIKE TO SCALE AND GROW YOUR BUSINESS WITH PPC?
Sign up for a FREE Action Plan today: https://bit.ly/sol8-home
Connect with Kasim here: https://smartlink.metricool.com/publi...
⬇️️ You can find us here ⬇️️:
Website: https://sol8.com/
Transcripts
Hi, everyone.
2
:We're Jeannie here with starter PPC.
3
:Today, I'm going to talk to you guys about
three out of the possibly hundreds of
4
:ways that Google is making small, tricky
tweaks to their features instead of the
5
:Google ads dashboard to Manipulate its
users to help make Google more money.
6
:Now, 99 percent of Google's
revenue comes from ads.
7
:How does Google make that money?
8
:They charge a commission on every click.
9
:So they're basically just printing
money and the us, the users who use
10
:Google ads or we are fueling what is.
11
:the entirety of Google for the most part.
12
:manipulation and persuasion
are the exact same activity.
13
:manipulation is done for the person's
own game, persuasion is done for the
14
:other parties game or for a mutually
beneficial gain between both parties.
15
:Google makes money, on every click.
16
:And the easiest way for them to make
more money is increasing competition.
17
:So every time there is a auction,
meaning, somebody on Google's searching
18
:for something, or there's a potential
impression because they're walking around
19
:the internet and, there's an opportunity
to show them an ad, that's an auction.
20
:And in any given auction where
ads could potentially show there's
21
:multiple bidding for a click and each
competitor has its own settings, right?
22
:Maybe one competitor is
willing to pay this much.
23
:The other competitor is
willing to pay slightly more.
24
:This person is probably going
to win the click in this case.
25
:And so if there's three or four
or five competitors that kind
26
:of drives it up to everyone's
max that they're willing to pay.
27
:just gonna pay a little bit more to
win the click Whereas if there's three
28
:competitors over here this person's bids
will go to its max that they're willing
29
:to spend Google collects a percentage
of the commission on that, right?
30
:So Google loves increasing, upping the
competition on every auction available.
31
:How do they do that?
32
:They convince you to go more broad.
33
:So what do I mean by that?
34
:So instead of hyper targeting only on
the placements that you are willing to
35
:bid on and telling the algorithm no.
36
:I only want right here.
37
:Google convinces its users to go.
38
:To be open to more auctions and go more
broad and they use some sneaky tactics to
39
:do this because the more auctions that you
are available to bid on the algorithm will
40
:go ahead and enter the auction, right?
41
:And that's going to drive Everyone's
clicks up, that's how they win.
42
:So let me show you three of the most
obvious and also I think impactful ways
43
:that Google manipulates things here.
44
:So the first one I'm going to
show you go inside this standard
45
:shopping campaign and click settings.
46
:this is a location setting.
47
:when you're setting up your ads,
go check every single campaign,
48
:not just the shopping campaign.
49
:I'm just using this as an example,
check all of your campaigns in the
50
:campaign settings, click on locations.
51
:And what you're going to see
is there's a hidden nested.
52
:down here.
53
:Location options.
54
:It's called and you have to
expand that even to see it.
55
:Why don't they just have it pre expanded
because they don't want you to see it.
56
:And what you're going to see is it
says, do you want to, we've already
57
:entered our locations, right?
58
:We're right for this.
59
:In this case, we're
targeting the United States.
60
:We're actually excluding Alaska and Hawaii
because the client doesn't ship there.
61
:And then Google by default chose
this other targeting option.
62
:Which basically ignores all of the
targeting preferences that we put
63
:in up here, and I'll show you why.
64
:So the Recommended and Default
option that Google chose is this
65
:top one that's not selected anymore.
66
:Why?
67
:Because we changed it.
68
:Because it doesn't make
sense to choose it.
69
:And it says Target people in,
regularly in, or who've shown
70
:interest in your targeted locations.
71
:Okay, so that opens it up
to everyone who's ever shown
72
:interest in the United States.
73
:That's like the world.
74
:we might as well just not put any
targeting in and just target the
75
:entire world full of countries.
76
:There used to be a third option,
which is not available anymore.
77
:Google took it away and it said people in.
78
:your targeted location.
79
:So at the time that the auction
happens, that person's, location
80
:has to be in your targeted location.
81
:So the best we can do at this time
is to choose this option down here.
82
:People in a regularly in,
which is not the recommended
83
:and not the default option.
84
:So whatever you do, do not just
use Google's recommendations When
85
:you're setting things up and don't
be afraid to open nested features,
86
:because often Google's trying to hide
something like that, where they're
87
:just overriding some of the other
targeting options that you've chosen.
88
:So open everything up,
read it, understand it.
89
:let's move on to sneaky setting.
90
:Number two, this happens
inside of search campaigns.
91
:I'm going to go over to a search campaign
and then I'm going to click on settings.
92
:Hi there.
93
:Quick interruption.
94
:Do you know the main thing that
prevents small business owners from
95
:getting their Google ads account into
a position to grow and scale budget?
96
:A lot of businesses, especially
those that are just starting
97
:out, have limited budgets.
98
:And so because of this, they're turned
away by most ad agencies because most ad
99
:agencies have minimum budget thresholds
that they're willing to work with.
100
:So what happens is the business owners
end up learning Google ads themselves.
101
:And the problem with that is
that most of the advice online is
102
:geared towards larger accounts.
103
:And the advice doesn't have any of those
strategies or tricks that can kickstart
104
:the algorithm into giving a small
account a leg up over larger competitors.
105
:So it often just doesn't work.
106
:And the business just ends up
losing money month over month.
107
:If this sounds familiar,
starter PPC can help.
108
:We offer Google ads management services
that are designed for accounts that
109
:have between 1000 and 5, 000 budgets.
110
:Because all of our clients are just
starting out, we've come up with ways to
111
:keep our management fees significantly
lower than most agencies, because
112
:we know that every dollar saved on
management fees just goes towards
113
:the ad budget, which is going to help
the algorithm gather speed and power.
114
:So if you're serious about growing your
business and you'd like a team of Google
115
:ads experts to help you without breaking
the bank, check us out at starter PPC.
116
:com.
117
:Okay.
118
:Back to the video.
119
:And right here where it says
networks, when you're setting up a
120
:search campaign by default, Google
will include the display network.
121
:You guys display ads are not search ads,
so you can literally set up a search
122
:campaign and by default, Google will
ignore your wishes to do a search campaign
123
:and they'll start spending however amounts
of unknown amounts of your budget for
124
:this campaign on the display network,
they will not tell you how much of the
125
:budget is being spent on display because
it's all bundled together into one.
126
:Search campaign, which is
not even a search campaign.
127
:It's just called that.
128
:So the only way to make it a true search
campaign when you're setting up a search
129
:campaign is to find this setting in
the networks and uncheck include Google
130
:Display Network every single time.
131
:Isn't that crazy?
132
:And for those of you guys who are
confused about what display is,
133
:display ads are just Image ads.
134
:So this would be like outbound display.
135
:it's just going to use the account
wide assets basically, and just
136
:start showing images to everyone.
137
:This is probably the easiest way
for Google to make money because
138
:they can just have a hundred people
bidding to show an image on the
139
:side of a website everywhere you go.
140
:And that drives up all of that revenue.
141
:When you are a small business just
starting out, we don't usually
142
:recommend doing outbound display,
which is what this would be until
143
:you're a little bit bigger.
144
:I would say there's some
exceptions to that rule.
145
:For example, if you
have a B to C product.
146
:This is to consumer and that
product doesn't really have a
147
:existing body of traffic that's
already looking for that product.
148
:If it's more of an impulse by
products where people need to see
149
:it and go, Oh my God, that's cool.
150
:I have to have that now, then you might
make an exception and do an outbound
151
:display campaign while you're still small.
152
:I'm talking 5, 000 or less.
153
:It really depends on
what you're selling and.
154
:A million other things, but when
you're small, you want to start
155
:at the bottom of the funnel and
outbound display is top of funnel.
156
:So you want to start at the bottom
and work your way up to the top.
157
:Unless you have an impulse buy product.
158
:However, when you do decide to do
an outbound display, don't do it
159
:inside of a search campaign, create a
dedicated outbound display campaign.
160
:Why?
161
:So that you can control
everything about it.
162
:You can control the budget and you have
features and settings inside of that type
163
:of campaign that are made for display ads.
164
:Let's move on to tricky
setting number three.
165
:This is inside of a remarketing campaign.
166
:It's also infuriates me.
167
:Let's click on, we have two
remarketing campaigns going here.
168
:I'm just going to click on one of them.
169
:Okay.
170
:First of all, in a remarketing campaign
over in audiences, you first have to
171
:add your remarketing audience, right?
172
:So you go here, you click edit audience.
173
:You choose the existing remarketing
audience that you have set up over
174
:in tools and settings a long time
ago, and it's been populating for a
175
:month or two, and now you can apply
it to your remarketing campaign.
176
:And you'll see here, if I expand this
table, it's the only audience here.
177
:And if I were to go into the
settings for this audience, it
178
:would be targeting, not observing.
179
:Observing is.
180
:It's not the same as a remarketing
campaign because in a remarketing
181
:campaign, you only want to
remarket to people that have
182
:been on your website already.
183
:So you have to target people
that have been on your
184
:website, not just observe them.
185
:Once that audience is applied, now
head over to settings again you're
186
:going to click on additional settings.
187
:actually, I think the only way to get to
it, even in the main campaign settings.
188
:Google by default will turn
on optimized targeting.
189
:Optimized targeting means that
Google's going to take your
190
:audience settings that you just.
191
:laboriously worked to build that audience,
make it eligible for a month and a half,
192
:and then apply it and make sure it's
targeting over in the audience section
193
:and create a true remarketing campaign.
194
:And Google's gonna throw it out the window
because optimized targeting means they're
195
:going to show it to anyone they want to.
196
:So it completely undoes all
of your targeting settings.
197
:And there's so many people
out there that think they're
198
:running a remarketing campaign.
199
:And because of this setting, they're
not running a remarketing campaign.
200
:It's just an outbound display or video,
whichever type of campaign you're running.
201
:It's not remarketing.
202
:So make sure you turn this off.
203
:Again, the way you get to this is
first you add the audience because
204
:that setting won't even be available
if you didn't apply your audience yet.
205
:And then you have to go to the ad group.
206
:And then you have to click
little settings icon.
207
:It's not in the main
campaign settings area.
208
:It's hidden.
209
:Sorry to deliver this news to you guys
that you're being manipulated by Google.
210
:the more you have some control over.
211
:What you're doing inside of Google ads,
all these little things really matter.
212
:It should be that what you think
you're purchasing through the company.
213
:Google is what you're
actually purchasing, right?
214
:You're paying for a service and they're
selling you a completely different
215
:service without telling you and
they're hiding it in the settings.
216
:So it's up to you to
educate yourself, All right.
217
:Good luck.
218
:Thanks for watching.
