Amanda Maurer

@n4th4nRea @mrDFT

@mrDFT @FindingAmanda You might just be bad at Google ads

Google reps have been telling me multiple match types do not improve performance. They make the accounts harder to manager and hurt signal liquidity. They recommend broad only. Are we (PPC account managers) buying into this or nah? #ppcchat

@mrDFT I agree it's not as clear cut as it used to be, it's all about testing & finding what works for a specific business situation. Completely pausing campaigns tho - yikes! Google search is too important of a space to not be there at all. At min I recommend bidding on brand terms.

@FindingAmanda All this ambiguous info is why we long term paused our Google Ad campaigns. It’s a sinking ship that only benefits Google.

@Braddigan89 Yep Google is in it for Google. I always take the reps advice with a big grain of salt. I'm getting to know some of them so maybe they are lulling me into a false sense of security. Coming on here to chat with my fellow PPC managers for a reality check :)

@FindingAmanda Google reps are sales reps. Their job is to give you optimization suggestions that make Google more money. I’m not sure how having exact and phrase makes the account harder to manage when the SQRs in theory should be much simpler.

@JimLeadGen Yes agreed. I have been testing and it really seems like each situation is different. I'm trying to come up with an overall best practice for account structure and match types but maybe it's just case by case 🤷‍♀️

@FindingAmanda It really depends on several factors. Phrase is default but there are scenarios where Broad or Exact perform better. You have to test.

@mattbiskup Great point about those single click keywords. I have seen some WILD CPCs there too. 😳

I'm using more broad match since they ditched broad match modifier. (yes, I'm still bitter) The difference is we used to spend a lot of time on keywords. Today, we need to spend time building negative keywords to ensure the broad matches don't drain your account. Look at the many single-click keywords that are picking your pocket. Add them as negatives. It's not just the high-volume irrelevant keywords that will get ya'. Single-click events of irrelevant search terms add up! Turn it upside down and work backward. This is where the improvement opportunities are.

@Jon_Cunningham Don't apologize I love this book! Thank you for the insights. I feel like I've mostly had Google reps in my ear lately so looking for non-Google employee perspectives!

I can tell you for a fact this isn’t true. I’ve been testing this for the past year. Running all broads ultimately comes down to what your threshold for automated bidding targets are vs what your revenue/conversion goals are. What it essentially does is lower the barrier to entry for small players (nobody can really bid to positions for exposure) but that all ends when/if the big dogs decide to nuke the serps with massive thresholds or going manual with Exact match. Only major companies with huge pockets win in the end. The question I posed to our reps was “if I’m all broad match on smart bidding, and our competition is manual bidding on Exacts high enough that the algorithm can’t enter the auction and still hit the target, our volume will necessarily vanish for those terms, right?” Our reps don’t have an argument for all broads in this scenario, because it’s true. We found this to be the case across tens of accounts and millions of dollars spent. Said another way - If the biggest percentage of your conversions comes from specific keywords that others are running aggressively with exacts, you will lose those auction placements in dramatic fashion. You’ll hit the target! But your volume will never be what it was. The end result will be the deep pockets winning all the auctions when they push us 100% broad. Maybe in more dramatic and dominant fashion than a multi match world. Sorry for the book.

Google scraps plans to kill third-party cookies in Chrome (searchengineland.com) #ppcchat

@beyondthepaid Same. The 'easier to manage' argument is kind of lame because sure, I like to make my life easier but if I get better performance from something that's harder to manage... isn't that my job? 😆

@FindingAmanda 100% NOT buying into this. Especially for B2B. We use broad match only sparingly and with extreme caution. #ppcchat

@ferkungamaboobo Yes good point. I get that bid up on exact, down on broad is no longer relevant. And phrase match would cover exact so having phrase AND exact is redundant. But I still like phrase only (vs broad only) because I don't want everything that comes along with broad!

I found a Sesame Street bedtime songs video on YouTube that I put on for baby girl at nap time. Every time I get ads for an electric bike and a car dealership. I want to call their ad manager and tell them to block that placement 😅 #ppcchat

Biden being like “I just don’t wanna go in to work anymore” at 2:00 on a Sunday is peak relatability

Live video of black people going to the polls in November to vote for Kamala Harris.

@thedigitalyenta I'm not even *that* short (5'5) and I still run into problems. 😅

The world is really not made for short adults.

@NeptuneMoon Right - just curious if using exact/phrase while we still can improves performance? I'm not sure.

@FindingAmanda We all know this is where it it ultimately going though - we will only have broad match at some point in the near future.

I've been rethinking my best practices for account structure these days so this article was timely. What is everyone doing these days? SKAG? STAG? Hagakure? Something else? #ppcchat searchengineland.com/why-single-key…

Schools out, so if YouTube impressions increase it’s my kids.

@lchasse Are they successful at driving conversions or traffic or both?

I saw some tweets about the demand gen campaigns in Google. If you have not tested them, you should give them a try. I have seen success with some brands using this campaign. It does not work for everyone, but it is worth a shot. I have seen them work.

The only dating strategy worth your time is to be as weird as humanly possible and see who rocks with it

@backstreetboys @brianne2k Happy Millennium Day ❤️❤️❤️#ktbspa

Celebrating 25 years of Millennium and it still feels like we’ve only just begun. We will forever be thankful for this album and all the memories that came along with it. We are continually inspired by the stories you share about how much Millennium meant to you. To celebrate this anniversary, we want you guys to share your memories with each other, and maybe find a few new friends along the way. Head to memories.backstreetboys.com to share your #MillenniumMemories with us - we’ll be sharing them all week to celebrate.  #KTBSPA 🤍🩵