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Google Ads Management Tips: Avoid These Traps That Make You Spend More
25th January 2024 • The Google Ads Podcast • Solutions 8
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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:   

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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?



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Transcripts

Rachel:

Hi, everyone.

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We're Jeannie here with starter PPC.

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Today, I'm going to talk to you guys about

three out of the possibly hundreds of

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ways that Google is making small, tricky

tweaks to their features instead of the

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Google ads dashboard to Manipulate its

users to help make Google more money.

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Now, 99 percent of Google's

revenue comes from ads.

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How does Google make that money?

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They charge a commission on every click.

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So they're basically just printing

money and the us, the users who use

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Google ads or we are fueling what is.

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the entirety of Google for the most part.

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manipulation and persuasion

are the exact same activity.

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manipulation is done for the person's

own game, persuasion is done for the

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other parties game or for a mutually

beneficial gain between both parties.

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Google makes money, on every click.

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And the easiest way for them to make

more money is increasing competition.

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So every time there is a auction,

meaning, somebody on Google's searching

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for something, or there's a potential

impression because they're walking around

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the internet and, there's an opportunity

to show them an ad, that's an auction.

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And in any given auction where

ads could potentially show there's

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multiple bidding for a click and each

competitor has its own settings, right?

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Maybe one competitor is

willing to pay this much.

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The other competitor is

willing to pay slightly more.

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This person is probably going

to win the click in this case.

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And so if there's three or four

or five competitors that kind

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of drives it up to everyone's

max that they're willing to pay.

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just gonna pay a little bit more to

win the click Whereas if there's three

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competitors over here this person's bids

will go to its max that they're willing

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to spend Google collects a percentage

of the commission on that, right?

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So Google loves increasing, upping the

competition on every auction available.

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How do they do that?

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They convince you to go more broad.

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So what do I mean by that?

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So instead of hyper targeting only on

the placements that you are willing to

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bid on and telling the algorithm no.

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I only want right here.

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Google convinces its users to go.

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To be open to more auctions and go more

broad and they use some sneaky tactics to

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do this because the more auctions that you

are available to bid on the algorithm will

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go ahead and enter the auction, right?

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And that's going to drive Everyone's

clicks up, that's how they win.

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So let me show you three of the most

obvious and also I think impactful ways

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that Google manipulates things here.

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So the first one I'm going to

show you go inside this standard

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shopping campaign and click settings.

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this is a location setting.

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when you're setting up your ads,

go check every single campaign,

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not just the shopping campaign.

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I'm just using this as an example,

check all of your campaigns in the

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campaign settings, click on locations.

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And what you're going to see

is there's a hidden nested.

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down here.

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Location options.

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It's called and you have to

expand that even to see it.

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Why don't they just have it pre expanded

because they don't want you to see it.

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And what you're going to see is it

says, do you want to, we've already

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entered our locations, right?

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We're right for this.

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In this case, we're

targeting the United States.

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We're actually excluding Alaska and Hawaii

because the client doesn't ship there.

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And then Google by default chose

this other targeting option.

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Which basically ignores all of the

targeting preferences that we put

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in up here, and I'll show you why.

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So the Recommended and Default

option that Google chose is this

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top one that's not selected anymore.

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Why?

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Because we changed it.

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Because it doesn't make

sense to choose it.

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And it says Target people in,

regularly in, or who've shown

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interest in your targeted locations.

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Okay, so that opens it up

to everyone who's ever shown

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interest in the United States.

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That's like the world.

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we might as well just not put any

targeting in and just target the

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entire world full of countries.

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There used to be a third option,

which is not available anymore.

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Google took it away and it said people in.

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your targeted location.

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So at the time that the auction

happens, that person's, location

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has to be in your targeted location.

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So the best we can do at this time

is to choose this option down here.

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People in a regularly in,

which is not the recommended

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and not the default option.

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So whatever you do, do not just

use Google's recommendations When

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you're setting things up and don't

be afraid to open nested features,

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because often Google's trying to hide

something like that, where they're

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just overriding some of the other

targeting options that you've chosen.

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So open everything up,

read it, understand it.

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let's move on to sneaky setting.

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Number two, this happens

inside of search campaigns.

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I'm going to go over to a search campaign

and then I'm going to click on settings.

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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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And right here where it says

networks, when you're setting up a

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search campaign by default, Google

will include the display network.

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You guys display ads are not search ads,

so you can literally set up a search

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campaign and by default, Google will

ignore your wishes to do a search campaign

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and they'll start spending however amounts

of unknown amounts of your budget for

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this campaign on the display network,

they will not tell you how much of the

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budget is being spent on display because

it's all bundled together into one.

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Search campaign, which is

not even a search campaign.

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It's just called that.

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So the only way to make it a true search

campaign when you're setting up a search

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campaign is to find this setting in

the networks and uncheck include Google

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Display Network every single time.

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Isn't that crazy?

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And for those of you guys who are

confused about what display is,

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display ads are just Image ads.

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So this would be like outbound display.

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it's just going to use the account

wide assets basically, and just

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start showing images to everyone.

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This is probably the easiest way

for Google to make money because

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they can just have a hundred people

bidding to show an image on the

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side of a website everywhere you go.

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And that drives up all of that revenue.

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When you are a small business just

starting out, we don't usually

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recommend doing outbound display,

which is what this would be until

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you're a little bit bigger.

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I would say there's some

exceptions to that rule.

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For example, if you

have a B to C product.

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This is to consumer and that

product doesn't really have a

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existing body of traffic that's

already looking for that product.

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If it's more of an impulse by

products where people need to see

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it and go, Oh my God, that's cool.

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I have to have that now, then you might

make an exception and do an outbound

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display campaign while you're still small.

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I'm talking 5, 000 or less.

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It really depends on

what you're selling and.

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A million other things, but when

you're small, you want to start

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at the bottom of the funnel and

outbound display is top of funnel.

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So you want to start at the bottom

and work your way up to the top.

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Unless you have an impulse buy product.

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However, when you do decide to do

an outbound display, don't do it

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inside of a search campaign, create a

dedicated outbound display campaign.

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Why?

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So that you can control

everything about it.

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You can control the budget and you have

features and settings inside of that type

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of campaign that are made for display ads.

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Let's move on to tricky

setting number three.

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This is inside of a remarketing campaign.

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It's also infuriates me.

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Let's click on, we have two

remarketing campaigns going here.

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I'm just going to click on one of them.

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Okay.

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First of all, in a remarketing campaign

over in audiences, you first have to

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add your remarketing audience, right?

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So you go here, you click edit audience.

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You choose the existing remarketing

audience that you have set up over

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in tools and settings a long time

ago, and it's been populating for a

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month or two, and now you can apply

it to your remarketing campaign.

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And you'll see here, if I expand this

table, it's the only audience here.

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And if I were to go into the

settings for this audience, it

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would be targeting, not observing.

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Observing is.

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It's not the same as a remarketing

campaign because in a remarketing

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campaign, you only want to

remarket to people that have

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been on your website already.

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So you have to target people

that have been on your

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website, not just observe them.

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Once that audience is applied, now

head over to settings again you're

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going to click on additional settings.

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actually, I think the only way to get to

it, even in the main campaign settings.

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Google by default will turn

on optimized targeting.

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Optimized targeting means that

Google's going to take your

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audience settings that you just.

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laboriously worked to build that audience,

make it eligible for a month and a half,

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and then apply it and make sure it's

targeting over in the audience section

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and create a true remarketing campaign.

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And Google's gonna throw it out the window

because optimized targeting means they're

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going to show it to anyone they want to.

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So it completely undoes all

of your targeting settings.

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And there's so many people

out there that think they're

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running a remarketing campaign.

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And because of this setting, they're

not running a remarketing campaign.

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It's just an outbound display or video,

whichever type of campaign you're running.

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It's not remarketing.

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So make sure you turn this off.

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Again, the way you get to this is

first you add the audience because

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that setting won't even be available

if you didn't apply your audience yet.

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And then you have to go to the ad group.

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And then you have to click

little settings icon.

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It's not in the main

campaign settings area.

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It's hidden.

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Sorry to deliver this news to you guys

that you're being manipulated by Google.

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the more you have some control over.

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What you're doing inside of Google ads,

all these little things really matter.

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It should be that what you think

you're purchasing through the company.

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Google is what you're

actually purchasing, right?

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You're paying for a service and they're

selling you a completely different

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service without telling you and

they're hiding it in the settings.

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So it's up to you to

educate yourself, All right.

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Good luck.

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Thanks for watching.

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