Regina Bellows, executive director of StarterPPC, reveals our secret strategy on how to grow the Google Ads algorithm like a pro. Plus, she shares a free calculator sheet with the same formula we use at StarterPPC and Solutions 8 so you don’t have to guess!

Our secret strategy is the Overpacing-Underpacing Spend Schedule. This allows you to force mini learning periods for the algorithm to help it grow more quickly compared to just setting a daily spend and keeping it that way monthly. This is one key step in optimizing success as you use Google Ads for your business.

Listen to this episode now to learn what this Google Ads strategy is, how it works, and how to apply it to scale your business!

FREE Ad Budget Overpacing Calculator sheet: https://docs.google.com/spreadsheets/...

Master Google Ads on a Small Budget! Learn from StarterPPC's YouTube channel to maximize ad spend & achieve better results:   

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Related videos:

Google Ads Basics:   

 • Google Ads Basics  

How to Measure Success in Google Ads:   

 • How to Measure Success in Google Ads  

💣 The Secret to Google Ads Success: Mastering Media Efficiency Ratio (MER):   

 • 💣 The Secret to Google Ads Success: M...  

💰 Conversion Paths: The Secret to Scaling Google Ads Campaigns:   

 • 💰 Conversion Paths: The Secret to Sca...  

0:00 Intro

0:27 Grow The Google Ads Algorithm Like A Muscle

3:25 The rollercoaster results with the Overpacing-Underpacing Strategy

5:28 Need help starting with Google Ads? Let StarterPPC help you!

8:45 Optional strategy: applying tROAS or tCPA

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

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Visit https://www.starterppc.com for more information. 🚀

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💯The Ultimate Guide to Google Ads for Lead Generation:

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#googleads #googleadsstrategy #googleadsbestpractices

Hey everyone, Regina here at Starter PPC.

2

Today I want to talk to you about the

overpacing, underpacing spend schedule

3

that we like to use here at Starter PPC.

4

You can too.

5

We find it to be very helpful when

you're trying to force the algorithm

6

through mini learning periods so

that it will gain some strength.

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Over time, it seems to

help the algorithm to grow.

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More subtly and more quickly than

if you were to just set a daily

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spend and just keep it that way

month over month over month.

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I will say this seems to be

more necessary in accounts with

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smaller ad budgets, you know.

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So at Certified PPC, we're always

working with people who have

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ad budgets of 5, 000 or less.

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But like at our sister agency Solutions

eight, for example, they don't use the

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over pacing, under-pacing schedule as

often because when you have more budget,

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you have more conversions and more

conversions means more power because

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you have more frequency of data points.

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And the algorithm can use that to

get a leg up over the competition.

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And basically what that

means is it's gonna grow.

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On its own, and you don't

really have to encourage it

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and force it to do hard things.

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So I'm going to talk about this

overpacing, underpacing, and the

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philosophy behind why it works,

and also the technical management

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of how to manage it day to day.

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Or week to week, I should say, because

you really only have to do it once a week.

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let's dive into it.

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So, first of all, I just want to say,

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the theory behind this is that,

let me see if my face can fit here.

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That's good enough.

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theory behind this is, the algorithm,

If you just give it a standard amount

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of budget day over day over day, it

seems to kind of hone in on what works

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and it stops trying after a while.

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what we do is we kind of force

these mini learning periods and

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we force it to do hard things.

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What I mean by hard things is we give

it more budget than it's used to, right?

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Maybe 20 percent more, 40 percent more.

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just for a short period of time.

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And that makes it try new things.

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It's going to have to try some of these

products over here that it usually

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doesn't show or some of these placements

over there that it doesn't usually test.

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Sometimes it even tries new users,

like new pockets of the market.

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And through this process, it can

kind of discover new things that

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work that it wasn't using before.

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So what happens is when you

lower the budget back down to

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where you want it to be, right?

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You just have to underpace then

to try to make up for all the

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time when you were overpacing.

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The algorithm goes, oh, that's

all I have to spend today.

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Well, no problem because I just spent way

more than that for the past two weeks.

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now it can just gobble up all the easy

low hanging fruit that it's discovered.

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And you'll find that your return will

shoot up during this time period.

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even though your conversions

have gone down because you're

53

now spending less every day.

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So it's got some pros and cons.

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It's a little bit like a roller

coaster, I feel at times.

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And so we do warn our clients that it's

going to be a little bit like this.

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we do the first half of

the month is over pacing.

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The second half of the

month is under pacing.

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what you find is that, the return goes

down during the first two weeks and

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it shoots up in the last two weeks.

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The.

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Conversions go up and up and up

in the first two weeks and they

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go down in the last two weeks.

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but it all kind of evens out in the end.

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I just think that when businesses

get a little bit bigger, they stop

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doing this because it is a little bit

disruptive to your life as a human and

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as a business owner, especially if you

have, people you have to report to with

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numbers and you want some steadiness.

69

So.

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We only do it because we're working with

small businesses, and we find that it

71

is pretty necessary when you're trying

to get the algorithm to grow over time,

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over months, it seems to encourage growth

instead of just keeping things the same.

73

I'm going to actually give you

guys this spreadsheet, which

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is what we use internally.

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I'm going to show you how

it works and a lot of.

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The people watching right now are probably

like, Oh, but I only own one ad account.

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That's fine.

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Just delete all the rows.

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We have multiple ad accounts because

obviously each person on our team

80

is working with multiple clients.

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If you're an agency, you might also use

all these rows, but if you're a business

82

owner, you might only just need one row.

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Each row is an account.

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here's how it works.

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So this is week one.

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It says fill on the first.

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So on the first you come in and

you put in your monthly budget.

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Let's actually just start another

row and let's call it business

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a very creative business name.

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Okay.

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So business a has a

budget of about 3, 000.

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Let's say.

93

it's going to tell you what to

spend every day for the first week.

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And that's 120.

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Why is it 120?

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Because they're overpacing by 20%.

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It says that right here.

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Pretty straightforward.

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Now you don't have to do anything

for a week except for make sure

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it's kind of spending about 120.

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Obviously Google's going to spend some

more some days and less other days,

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but it should average at about 120.

103

week two, it says fill

this one around the 8th.

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I say around the 8th because you can't

always get to it on the 8th, right?

105

Maybe you only want to

do this on a weekday.

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It's really not that important

that it's done on the day.

107

But you should try to do it on the

7th or the 9th or something like that.

108

So you're going to come in and

just put the month to date spend.

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Now, let's pretend you've spent

about 105 up to this point.

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It didn't quite spend 120 per day.

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It spent about 115.

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That's okay.

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We're going to make up for it.

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And so now, in week two,

we want to overpace by 40%.

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So we're really pushing the algorithm

to try new stuff and grow, grow

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its abilities and its powers.

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So this time we're spending 143

every day, this goes on for

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a week, et cetera, et cetera.

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So, at the beginning of each new week,

you're going to put in how much you spent.

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Let's say we spent 806.

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Now it starts to pull back, right?

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And it's like, okay, we're just

going to start to pace to spend

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whatever's remaining of the budget

for whatever's remaining of the month.

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So now we're spending about 80 a day.

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And in the last month.

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let's say you've spent 2, 400

by now, and let's say there's

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six days in the month left.

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That's important.

129

You have to put how many

days are left in the month.

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So let's say there's only six, because

maybe you're doing this on the 23rd or

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the 24th, or maybe it's a February and

there's not that many days in the month.

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So six, and now you're going

to spend a hundred dollars.

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And that's because you want to spend

that as, as close to the perfect

134

amount as you can to try to spend the

full 3, 000 by the end of the month.

135

Right?

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So that's how this is.

137

Okay.

138

So if you're wondering what are these

notes here, T ROAS, TCPA recommended

139

for this week, remove T ROAS and TCPA.

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So T ROAS and TCPA are restrictions

that you can put on the bid strategy.

141

And this is a little bit more

advanced, but if you know what they

142

are and you want to use them, great.

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I would say this is an optional

strategy, but I left it in here

144

to show you guys, because this is.

145

That's often what we do, not always.

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So sometimes if we see an

opportunity to apply a target ROAS,

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for example, on one or two of the

campaigns inside of the account.

148

We will do that, but we don't leave it on.

149

that's the important part.

150

If you're using TCPA or TROAS, do

not leave it on because what you

151

want to do is you want to force the

algorithm to learn how to hit that

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goal, but if you keep it on, it's

going to lose all of its knowledge.

153

That it has about all the

other products, right?

154

Because it's just going to hone in

on what it can do to hit that goal.

155

it's a blessing and a curse because while

it's on the algorithm is losing power, but

156

it's gaining a really high return and it's

learning how to hit a really high return.

157

So it's good and bad.

158

feel free to use that.

159

There are exceptions to this rule.

160

For example, standard shopping, we found

sometimes we just apply like a low target

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row as like 30 percent or 40%, which

we find helps, but it's not restricting

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the algorithm because it's so low that

the algorithm kind of just ignores it.

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So sometimes we.

164

have other reasons for using

TCPA that are less restrictive.

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But in, in, if you see us applying a

TCPA or a tROAS that's, that's, you

166

know, actually at the goal that we

need it to get, we'll only do that

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for short periods of time each month.

168

this is our secret sauce, you guys.

169

Well, one of our secret sauces.

170

Unfortunately, it's really hard

to prove that this is working.

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I do think that over time, even if

you don't overpace or underpace,

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Over time, the algorithm should gain

knowledge about your products and

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your business and it will start to

gain some power and to grow over time.

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But I do think that this,

when you're small, at least,

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this type of learning phase.

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you're going back and forth from

learning phase to goal phase,

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learning phase to goal phase.

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So I call it taking the

algorithm to the gym, right?

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So I think that when you're small, this

type of thing really speeds things up.

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And in some cases seems to be, sometimes

it just feels like it's the only thing

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that's helping the algorithm to grow.

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Which is a whole nother rabbit hole that

we could get into, but I hope this helps.

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Play with it.

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There's a link below where you can

make your own copy of this calculator.

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Make sure you don't change any

of the fields that are in yellow

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because these are calculations.

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You only want to change

the fields in white.

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Okay, Best of luck to you.

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