280: How to Minimize Bad Traffic on Search Campaigns

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

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Show Notes:
“Limited by budget” is a bid strategy status that's used when your average daily budget is lower than the recommended amount. But what if you’ve already maxed out your budget? In this episode, we’re discussing different strategies to make your traffic better by being more selective about the traffic you get. Remember, the goal is profitability and then growth. Shrink your campaign, get an awesome ROAS, then increase spend as much as you can.

(4:14) “If the market is bigger than your budget, then you have the ability to be more selective about what traffic you get inside of that market.” – Jason

(6:51) Review search terms for low quality coming from high volume and loose keywords

“It can be hard for a client to understand that even if they like a keyword and it makes sense for their business, there’s a difference between something making sense and it being a good keyword or an appropriate keyword vs. understanding we’re limited by budget and focusing on great keyword.” – Jason

(10:40) Possibly prune lower performing ad groups

“It’s such a joy to see clear metrics ad group to ad group. Pruning gives attention to what matters most.” - Chris

(13:30) Segment partners data

If you’re not aware of Search Partners, look it up. It might be eating up some of the budget you don’t need to be spending.

(16:17) Device performance

It’s as important as pausing an ad group or an unproductive keyword. Adjustments will depend on the type of business.

(19:23) Review location settings

Consider layering cities, zip codes, neighborhoods, and counties with radius.

(22:20) Review the schedule

Are you 24/7 or not? Not all times are of equal value.

(29:00) Age demographics

“It’s always the last thing I go to. I have no proof of how old the user actually is.” – Chris

(33:42) Income demographics

Make changes only after you have a significant amount of data to prove a certain demographic is showing high profitability and you’re severely limited by budget.

(35:47) Consider targeting specific audiences (based on observation data)

“If the observation shows great volume and conversion rate on the audience, it’s not that risky to target only that audience plus the keyword.” - Chris

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