Deep Dive: Looking At One of My Own Successful Campaigns (Episode 460)

This episode explores effective strategies for managing Google Ads accounts, particularly for B2B SaaS companies aiming to increase demo bookings. The host addresses listener questions, first advising against Performance Max campaigns for highly technical B2B services due to their potential for unqualified leads, recommending search campaigns instead to prioritize lead quality over volume. More significantly, the host cautions against using micro-conversions (like page views) to train algorithms, emphasizing the importance of focusing on actual conversions to avoid long-term optimization challenges. For instance, the host details a case of a dental services account sabotaged by a previous agency through the addition of numerous negative keywords, highlighting the importance of client account ownership. In contrast to automated bidding strategies, the host advocates for manual bidding, especially in the early stages of a campaign, illustrating this with a deep dive into the structure of one of their successful campaigns, which prioritizes campaign structure based on service importance rather than geographic location. This approach, combined with a focus on phrase and exact match keywords and extensive negative keyword use, demonstrates a strategy for achieving sustained success in Google Ads. Ultimately, this episode underscores the value of strategic planning and careful execution in Google Ads management, emphasizing the need for agility and control, especially in niche markets.