282: Google Ads Q&A

The Paid Search Podcast | A Weekly Podcast About Google Ads and Online Marketing

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Show Notes:
This week the guys are tackling more of your Google Ads questions regarding the staffing and recruiting industry, finding value in a campaign that doesn't track conversions, the usefulness of the ad preview tool, the impact of pausing a campaign, and what to do if your conversion rate is showing over 100%.
(3:47) Q: Could you talk about the staffing and recruiting industry? It seems like a different beast with more targeting restrictions and high CPCs.

A: It’s a unique industry because of the intensity by which people search. High volume, high response, and a lot of competitors mean you have the unique opportunity to try a lot of experiments. Drill down on what job you offer specifically.

(12:42) Q: My client is not able to track conversions. Would you accept clients who have this setup? How do you judge success? How do you know what to optimize?

A: It’s not as big of a problem as it seems. The campaign will never be as good as it would if you had the tracking/conversion data, but it’s still a good value for marketing money because of search terms, CPC, and keywords. You can judge success on many other secondary factors.

(19:24) Q: Do you think the ad preview tool is useful for clients to see their own ads without affecting search results?

A: It’s usually a last resort to a client who doesn’t see their ad. Because we’re working with a digital product, we have to work with the numbers we see.

(25:48) Q: Will stopping my ads have a negative impact on a campaign and/or account level due to a build-up of negative history on the days the ads aren’t running? Ideally, we would like to run our ads every day but sometimes we aren’t able to due to budget and cash flow problems.

A: There is not a negative impact on a campaign just because you pause it, but there is a momentum shift. You’re not being hurt, but you’re not getting the benefit of the momentum. The second part of the question is a budget consumption issue. Someone is overstepping the budget and not appropriately distributing it across a month.

(31:39) Q: We’re an eCommerce site only tracking sales as conversions, but are seeing a 500% conversion rate on one click/keyword. Can you convert more than once from one click or is this a bug?

A: This is a conversion tracking issue. Go to search terms and search by conversion rate then look at the conversion count setting – change it from “every” to “one”. It could also be an issue with the conversion tracking code placement.

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