Target Impression Share vs. Manual CPC - Bidding Strategies Guide Part 4

john: [00:00:11] Try using it maximize conversions instead of target search depression chair john: [00:00:15] A lot of times you're gonna see more conversions and the same placement john: [00:00:18] This is actually one of my least favorite fitting strategies john: [00:00:22] So we've sacrificed our global row as to get a first placement on the last john: [00:00:27] part of the journey that we generated john: [00:00:29] Cuz we didn't show up this one's great for lead generat john: [00:00:33] It's also great for placement john: [00:00:35] It's also great for testing john: [00:00:36] It's also great for tons of things john: [00:00:38] I love manual john: [00:00:39] So sometimes when you're thinking about this holistically, we sometimes john: [00:00:42] narrow our focus into, okay, we know we need a place hybrid for brand john: [00:00:46] I ask everyone to actually take a step back and say, well, why john: [00:00:54] target search impression share? john: [00:00:55] Well, actually what used to be called target search impress share john: [00:00:57] And now it's just called target impression share john: [00:00:58] This is actually one of my least favorite john: [00:01:00] Bidding strategies only because it doesn't take into consideration conversions and is john: [00:01:06] simply going to try to get you placement john: [00:01:08] The bad part is though it doesn't work very well and it's less john: [00:01:13] effective than manual, but also the most of the time that we use this john: [00:01:16] is when we have a brand campaign john: [00:01:18] When we run a brand campaign, a lot of times we choose john: [00:01:20] target search, press share john: [00:01:21] We hit like a hundred percent john: [00:01:22] We'll pay up to $4 to get there john: [00:01:24] And , we're getting close john: [00:01:26] My opinion though, is where you've, nailed your placement john: [00:01:31] You've diluted the brand conversion value brand is the easiest to john: [00:01:35] get converted value and brand john: [00:01:37] A lot of times is conversions john: [00:01:40] You've driven from your other campaigns john: [00:01:42] They came back through the john: [00:01:44] So sometimes when you're thinking about this holistically, we sometimes john: [00:01:47] narrow our focus into, okay, we know we need to place high for brand john: [00:01:50] I ask everyone to actually take a step back and say, well, why take a, john: [00:01:54] actually a more of an approach of, I need to make most money for my brand john: [00:01:57] I don't really care about placement john: [00:01:59] There will be people out there that just say, no, no, no john: [00:02:01] Oh my gosh john: [00:02:02] I need to place number one for my brand name that that's gonna happen john: [00:02:06] Bar client that sells pet medications for high amount of money john: [00:02:09] They like that placement john: [00:02:10] Obviously there's a good reason though, is because we have a competitor to spend john: [00:02:13] six times more bidding on our brand name and it's going to eat our lunch john: [00:02:16] If we're not number one, there's reasons to be number one john: [00:02:18] Absolutely john: [00:02:19] However, I'm still using manual for that john: [00:02:22] Still using manual for that client not using target search brochure john: [00:02:24] One of the reasons is I need to spend $9,000 a day and it was gonna take john: [00:02:27] seven days for me just to work back up to the AK that I was at a manual target john: [00:02:32] search brochure takes time to adjust john: [00:02:34] So just know that every you automated being strategy john: [00:02:36] takes time to adjust manual john: [00:02:38] Doesn't it's not automated, but target search brochure john: [00:02:40] I like the least, because here's what's gonna happen john: [00:02:43] We warmed up traffic that it's gonna john: [00:02:45] On the brand name, but because I placed so much emphasis on placement, I've wasted so john: [00:02:49] much money that I didn't get that return traffic that came into direct or organic, john: [00:02:53] or I may have missed it in Google ads john: [00:02:54] And now my Roaz globally looks bad john: [00:02:56] So we've sacrificed our global Roaz to get a first placement on the last john: [00:03:00] part of the journey that we generated john: [00:03:03] cuz we didn't show up john: [00:03:05] Back target search fresh share is fine for me john: [00:03:07] If you are not limited by budget at all on your brand john: [00:03:09] If you maxed out your brand campaign budget, who cares that manual or target john: [00:03:15] search fresh share, doesn't matter john: [00:03:16] You're gonna be number one all the time for everybody john: [00:03:18] Perfectly great john: [00:03:19] That's fine john: [00:03:20] But if, you're not maxed out on your budget, I would choose john: [00:03:23] maximize conversions or maximize even conversion value for your brand john: [00:03:26] campaign, because you are gonna bring down your cost requisition john: [00:03:29] So ridiculous that your overall account's gonna look great, but you've also can john: [00:03:33] identify in the click, pass that after you've warmed up that traffic after five john: [00:03:37] touch points, maximize conversions bit aggressive for that person and nailed the john: [00:03:41] Don't stop 90% of the way by just saying like, well, , what's my brand john: [00:03:45] And so, Ugh, I just have to have high placement and get less clicks because john: [00:03:49] I'm paying $8 a click rather than two john: [00:03:51] So target search pressure john: [00:03:52] We typically use different brand try using it, maximize conversions john: [00:03:56] instead of target search ion chair john: [00:03:58] A lot of times you're gonna see more conversions and the same placement cuz john: [00:04:01] maximize conversions is aggressive john: [00:04:03] It's just gonna go to that top placement, but it's also going to focus on convers john: [00:04:08] So make sure that you can at least just kind of tie the end of the story together john: [00:04:12] that you built for the client by not necessarily just hiding at the last step john: [00:04:16] It's good and more note manual CPC john: [00:04:18] This one's great for lead generation john: [00:04:21] It's also great for placement john: [00:04:22] It's also great for testing john: [00:04:24] It's also great for tons of things john: [00:04:25] I love manual CPC john: [00:04:27] When you set a manual CPC, there's two things that you can choose john: [00:04:31] Manual CPC with enhanced manual CPC without enhanced manual john: [00:04:35] CPC with enhanced will go over john: [00:04:39] Your set CPC john: [00:04:40] It just be over 250% john: [00:04:42] Now it's like, , whatever Google wants, you can set $10 bid and john: [00:04:45] get a $48 click that will happen john: [00:04:48] So know that when you are testing manual CPC with enhanced john: [00:04:53] CPC, This is not a glitch john: [00:04:56] I'm interrupting because I need to remind you that I'm always looking john: [00:04:58] for people to join our team john: [00:04:59] So if you're passionate about Google ads and you wanna work with the best john: [00:05:02] Google ads agency on the planet, please go to so late.com/apply john: [00:05:06] Speaking of working with the best Google ads agency on the planet, if you're having john: [00:05:09] trouble with Google ads and you want professional help, that's what we do john: [00:05:12] You can go to john: [00:05:13] So lake.com that's S O L eight.com to apply for your john: [00:05:16] free no obligation action plan john: [00:05:18] And if I've john: [00:05:19] Any level of value at all john: [00:05:20] Maybe think about giving me a thumbs up and subscribe your channel john: [00:05:24] That's how we choose the YouTube algorithm john: [00:05:25] So they actually know that I know what I'm talking about john: [00:05:27] If you have questions, comments, concerns, or confessions hit john: [00:05:29] me below in the comments john: [00:05:29] And now back to your regularly scheduled program, whether it's focusing on john: [00:05:34] conversions or conversion value, it'll still sometimes be too aggressive john: [00:05:37] It's kind of like maximize conversions john: [00:05:39] You just set the minimum john: [00:05:41] It can go down to essentially john: [00:05:42] So manual CPC without enhanced, a lot of times is a better way to use manual john: [00:05:47] Because you are not going to allow maximize conversions to kick john: [00:05:50] in shooting your bid too high john: [00:05:52] So understand the manual is very, very high controlled john: [00:05:55] It's not conversion and audience based without enhanced with enhanced john: [00:06:03] it's audience based and it's conversion focused without enhanced john: [00:06:08] It's just placement period john: [00:06:11] How much do you wanna john: [00:06:12] For a potentially relevant or irrelevant user or to be placed john: [00:06:16] in that area that you wanna be in john: [00:06:17] So that's where manual CPC is good and bad john: [00:06:21] A lot of times we usually just throw on manual john: [00:06:23] We're like, yeah, just toss on enhanced john: [00:06:25] It'll take care of any mistakes that I made because I've been too john: [00:06:28] low or a bit too high, enhanced will enhance will control it john: [00:06:30] Well, now you're using maximize convergence pretty much john: [00:06:33] So just know that if you actually really wanna use manual, leave enhanced off john: [00:06:37] If you wanna set manual and say, Hey, I need to be at least number john: [00:06:39] three on the page, but I can go higher, then leave enhanced on john: [00:06:42] But if you're like, Hey, I need to be, , at least three on the john: [00:06:44] page, but I don't wanna spend too much leave it enhanced off john: [00:06:47] Just know that, that little ticker right here, this one basically john: [00:06:50] turns on maximize conversions john: [00:06:53] But it won't start too low john: [00:06:55] It'll say, Hey, okay john: [00:06:55] We need to spend at least 15, but I can go up to a thousand for my click john: [00:06:59] Turning this off means, Hey, I can spend 15 john: [00:07:01] It will not go up to 16 john: [00:07:03] This is good john: [00:07:04] If you wanna test like your own manual version of maximize clicks, john: [00:07:07] start at five and go up to 6, 7, 8 john: [00:07:09] You can't test maximize clicks scenario with enhanced on cuz john: [00:07:13] you're gonna start at five john: [00:07:13] It's gotta go to 12 john: [00:07:14] You're like, well, crap john: [00:07:15] Now manual's not manual anymore john: [00:07:17] It just started at where you wanted it john: [00:07:20] So I like manual CPC john: [00:07:22] Typically john: [00:07:23] I like it first search campaigns because I can place myself where john: [00:07:27] I need to be visible for a person that's doing a very specific search john: [00:07:30] So like for us, if we wanted to show up for like best PPC agency or best john: [00:07:34] Google as agency, I'm not spending the highest amount I could, I'm spending, john: [00:07:37] I'm starting, I think at like 45 john: [00:07:40] Dollars a click and that $45 a click is getting us as example here john: [00:07:45] So you say best PBC agency john: [00:07:47] We're here john: [00:07:48] If I wanna spend 80, I'll be above black propeller, but I can get two john: [00:07:52] clicks here for my one click here john: [00:07:54] I get more volume for my same daily aspect john: [00:07:56] Perfect john: [00:07:57] So just know that when you're running the john: [00:07:59] When you're running a manual CPC with enhanced, I can actually sometimes john: [00:08:04] place number one, if I get the expensive click, but I might get a conversion john: [00:08:07] So manual CP is really, really good for that hot top place john: [00:08:09] But if I was on maximized clicks, I would be down here and I may never actually john: [00:08:14] even go higher because there's enough traffic down here to get me clicks john: [00:08:19] So that's, where manual is really, really good is the good placement john: [00:08:22] that, you know, and just everyone asks themselves, honestly, if you've ever john: [00:08:26] searched for anything in your life john: [00:08:28] And if jumped right down to the bottom of the page said, john: [00:08:30] this is where I'm gonna start john: [00:08:32] Doesn't happen john: [00:08:33] So know the manual CPCs, really good to get that good brand john: [00:08:36] awareness on keywords that you want