Daniel Chruściński at the webinar about Google Ads
On October 30, Daniel Chruściński – one of our greatest Google Ads practitioners – led a regular webinar by Callpage, which discusses different marketing topics every week – both online and traditional.
Thanks to these meetings, regardless of where you are currently, you can learn many interesting things and translate this information into your business success.
After the hour-long meeting, Daniel had many questions and unfortunately we couldn't answer all of them at the time, so we collected them all and published them, along with the answers, in this post.
We invite you to read it – you can learn a lot of specific information from it!
(The rest of the article can be found below the form)
Q&A about Google Ads – answers to questions from the webinar
What is the best way to set up conversions for phone inquiries?
The setup for tracking call conversions depends on the industry your company operates in. The simplest method is to set up Calls from Ads. To count conversions in Google Ads, you must set up ad extensions – call extensions – and enable call reporting. These calls are then used when setting conversions – when selecting conversion actions, select Calls.
“Learning a Campaign”: Is it worth changing campaigns frequently or is it better to keep developing the same one?
If a Google Ads campaign covers the same area, it's always worth working on the same campaign, as it allows for comparison of data from previous periods. This allows for ongoing evaluation of the impact of changes. Historical data is also important because it allows for connecting such a campaign to a machine learning-based optimization platform.
We're running two campaigns in one account – one focused on lead generation and one focused on sales. Should we include data on both types of conversions in Google Ads? How can we optimize the campaign for different conversion types?
Is it possible to set a conversion so that a different one appears in ads for each campaign? That is, if the campaign is focused on contact, the conversion is the contact, and if it's focused on sales, the conversion is the purchase. It seems to me that they count in all campaigns.
Conversion actions are defined at the account level. Currently, it's not possible to separate conversion categories into individual campaigns. However, when analyzing campaigns, it's worth using the 'Conversion Actions' segment to understand the specific conversions a given campaign resulted in.
Should I switch from Shopping Campaigns (PLAs) to the new Product Showcase campaign type? Google recommends disabling standard campaigns when enabling Smart Shopping.
If you plan to advertise the same products in a Smart Shopping campaign as you did in a manual campaign, it's recommended to disable the old campaigns. It's also important to remember that a Smart Shopping campaign won't work if your current Shopping campaign hasn't achieved at least 20 conversions in the last 30 days.
What could be the reason for the loss of search impression share if we haven't changed anything in the campaign? Has Google recently introduced new algorithms?
Google constantly updates its algorithms. To maintain or improve its results, a campaign must be constantly monitored and improved. Losing impression share may be due to declining ad ranking, which is influenced by ad quality and competitor bids. If competitors improve their ads or increase their bids, your impression share may decline.
How to approach Smart Shopping campaigns and other smart strategies proposed by Google Ads?
Smart Shopping campaigns are a good solution if you're achieving a stable number of conversions. The absolute minimum is 20 conversions in the last 45 days, but the more conversions, the better the algorithm will perform. Unfortunately, the biggest drawback of all smart bidding strategies (except for Enhanced CPC) is the inability to manually adjust bids, which completely loses control over what's happening. Google's algorithms can also make very drastic changes to bids, which doesn't always work to the campaign's advantage. In this regard, external optimization platforms offer the advantage of full control over bids on a single product or keyword and a quick response if something goes wrong.
Daniel, is it possible to display in the Google Ads panel all the phrases for which our ads were displayed, and not just those that were clicked?
Yes. The 'Keywords' tab in the 'Search terms' category lists all the phrases for which your ad was displayed in the date range you're interested in.
Returning to the previous question [I think this is Daniel's answer regarding "campaign learning" and how often to change campaigns]. What is an indicator that there is already sufficient data for evaluation? How can we prove that a given campaign requires more than a month to evaluate its effectiveness?
Above all, the data should be stable – there should be no campaign downtime. A period of approximately one month allows the campaign to stabilize, meaning there should be no major fluctuations in spending. Another important issue is selecting the right campaign bids and selecting the most effective ads and keywords. Otherwise, achieving satisfactory results may be difficult, as optimization will take longer or less effective ads will be displayed. The third factor is the amount of data – the more data we have (clicks, conversions), the more precisely we can determine the effectiveness of individual campaign elements.
Recently, I noticed that ads from a competitor are appearing on Google using the keyword "full domain name" of my online store. Is there any way I can block these unfair actions by my competitors?
Google allows the use of competitor names in campaign keywords, but does not allow the use of registered trademarks in ad text. If someone uses our registered trademark in the headlines or description of a text ad, we may report this practice to Google Support.
A campaign using competitor slogans – do you recommend it? How to prepare it properly? What to look for?
The success of a campaign using competitive keywords depends on the company's development stage. A campaign using competitive keywords can help your company's ads appear in the initial stages of development. It's important to remember that if your competitor is also advertising through Google Ads, it will always appear higher in search results due to its higher quality score. Sometimes, it's better to invest these resources in your own branding campaign.
How do I add this table with the percentage of views?
You can check your search impression share at both the ad group and keyword levels. To do this, select the Columns icon in the right corner and then select Search Impression Share in the Competition tab.
Campaign optimized regularly, 98% impression share, regular drop in conversion, exclusions added every 2 weeks... drops continue... I use eCPC... what else can I do to improve conversion?
In such a situation, it's worth analyzing keywords to see if they're truly effective for your industry. Much also depends on what constitutes a conversion. Each case should be analyzed individually; there's no single, universal rule that will help increase conversions.
What type of conversions are you looking for when promoting a video on YouTube? We don't run an e-commerce business, so it's strictly about image building, reaching current and potential customers? Website clicks?
First and foremost, if you want to focus on conversions rather than reach in your YouTube video campaign, it's worth using the new TrueView for Action ad format. A call-to-action button, prepared by us in the Google Ads panel, will appear alongside your standard video ad. A conversion can be defined in the same way as with Search Network ads, such as submitting a form or navigating to a specific page.
How can you measure conversions for people who copy an email address from a website? It's not even about clicking the linked "a href mailto," but can you actually count the number of times an email address is copied?
Implementing this solution is possible using Google Tag Manager and custom JavaScript. We would need to create a JavaScript script that would observe all events related to copying elements on the page. We would then need to set a trigger so that the script would trigger an Analytics event only when specific content (e.g., an email address) was copied.
Does Google in any way favor websites that have an active SSL certificate, and does it in any way discredit websites that do not have an active SSL certificate?
Google is increasingly placing greater importance on SSL certificates on websites. In all recent versions of Chrome, sites without one are marked as "Unsafe." The lack of an SSL certificate in an online store certainly prevents you from launching a shopping campaign. A merchant account associated with a website without an active certificate may be suspended. A missing certificate can also negatively impact a landing page's quality score when measuring text ads.
Is it worth tracking phone call conversions using a Google number? Or is it better not to track and display our phone number in ads?
Google doesn't allow the use of phone numbers in text ads. It's highly recommended to use call extensions and track call conversions to measure their effectiveness. Currently, in most cases, redirection to a Google number doesn't occur. From time to time, Google tests its solutions and in one in 20 cases, redirection may occur, but this is rare.
How often should the company running the AdWords campaign analyze this campaign? I was offered monthly as sufficient.
Campaign spending and results should be monitored daily, while the frequency of changes depends on the campaign's size and goals, as well as its current performance. If a campaign isn't delivering, is spending too much, or is significantly under-spending, we should react immediately. Too many changes aren't always good, as it often takes time to assess whether a given change has had a positive impact.
Want to know more? Or maybe you're thinking about implementing Google Ads, but you're not sure what, how, or who to use? We'd be happy to help – contact us, and we'll give you a free estimate!
Summary
The above article covers the following topics:
- The article collects Daniel Chruściński's answers to questions from Callpage webinar participants regarding effective Google Ads campaigns.
- Expert Daniel Chruściński answers questions about conversion optimization, smart strategies, and the technical aspects of running effective Google Ads campaigns.
