The Google Ads Mistake You're Making (That's Costing You a Fortune)

[00:00:00] And these are the prompts that I'm giving Gemini Advanced Research. And the output that these that these things have been giving me has been phenomenal. Absolutely phenomenal. Yeah. Uh-huh. You know who it is. Three gurus on the mic. No matter where you live, turning up the volume, ignite the light.

[00:00:20] Curry, cheese, and veite. We're bringing you the ads. Got to ignite. Tips and tricks to get it right. Every week we take flight. Yes. So, um, what are you seeing, uh, in any of your campaigns and accounts as of late, Colby? Any any adjustments, any hardhitting metrics you're uncovering moving into 2025?

[00:00:50] You know, I think I I almost just been thinking about my process. And it's funny because I think my process is so influenced about how you and I do things, but I've been doing a lot of account audits lately. And uh I think how often we create campaigns based on um you know, we're we're grouping these keyword themes together sometimes by, you know, the rules of our organization, our institution rather than how a user might actually search, you know. Um, for

[00:01:20] example, um, I like to, and I know Glenn, you like to when we get an account, we like to go straight to the search term history and we see what are people actually searching for and what is converting. And I'd say so often I don't see campaigns um, built out um, tailoring to their best performing keywords. And then, you

[00:01:41] know, you might find those keywords or even specific products and they're not um, organized that way. they're kind of hidden or buried within one. So, um you know, with this long rant, I think always segmentation is the name of the game. And then two is um you know, don't forget about your audience and know that user search is not just linear. They

[00:02:02] don't start at the bottom of the funnel. They might start at the top of the funnel. There's probably some other platforms that influence the search, but you should have queries that might catch them in the top of the funnel. Your conversion rate for those will be worse. CPC's n and then as you go down might be

[00:02:20] a little more competitive. That's where your CPCs are higher, the conversion rates better. But if you don't have that top and break it out that way, you might not have uh that strong performance. Yeah, that's what I call a deflection, Glenn. A deflection. Yeah. Yes. I have to agree. I

[00:02:42] I'm I'm running a lot of experiments at the moment in performance max especially and getting very very granular in asset groups and what I'm doing and now that we've got the proliferation of these AI tools I'm getting AI to uncover features benefits and unique selling propositions on particular one a brand two a category and free a particular product and then depending on how you're building your asset group is going to determine one what your what your ad copy is your headlines descript long description short descriptions and long headlines. Secondly, what your search

[00:03:28] themes are and what audience signals that you're attaching to that. And a tool that I've fallen in love with is um and I don't know if if anyone has used it is Google Gemini Advanced. So Gemini in in the AI race, Gemini has always been the um the underperforming AI tool. And everyone should have access to Google

[00:04:00] Gemini inside a Google account, but there's an option up here on the top right. There's a thing called Gemini Advanced. And when you go into Gemini Advanced, they will give you 30 days to utilize Gemini Advanced just to test it out. And one of those features inside Gemini Advanced is a thing called deep research. And I think it once once this

[00:04:23] is released, everyone's probably um heard of Open AI's release of their deep research, but the way you have to access that is you've got to be on the pro account at $200 a month. now. Okay. A lot of people are using it and it's very good. It's very good. But when you get a 30-day free account to

[00:04:45] try this and it's only $20 a month, 20 US a month to use this. There's an option here that's got one uh deep research. And what this tool does and this is this is updated in the last few days. Google has released Gemini 2 with all of these thinking models and they are very good. I've been using very very

[00:05:06] good and we'll we'll talk about them later because I'm still running experiments in these two version two models but 1.5 deep research is amazing is absolutely amazing and this is what I've been doing I've been asking so let's just say I want to do I've got a business right and I want to know some information about the business that would be helpful one the business as the brand um helpful in giving me insights into the brand any USPS what makes them unique uh features benefits USPS and um to run a a slot analysis strength weakness opportunities and threats. So whilst I those are the

[00:05:58] things that I want, I will then get AI to help me create a prompt and I've been building all of these prompts to create comprehensive brand research analysis and it goes primary research uh brand marketing position audience and consumer demographics product service analysis and these are the prompts that I'm giving Gemini advanced research and the output that these that these things have been giving me has been phenomenal.

[00:06:26] absolutely phenomenal. So that's your that's your introductory. You do your business research to find the information. The next thing is you go based on that research I want to create ad copy and then I'll start saying well based on what you've discovered now I want you to follow up and find advertising copy. So it's done the

[00:06:46] research. It then finds me advertising copy. Not only that then I'll come in and say research all the reviews for me. Find all the reviews that you can online because remember this is Google. It's got the resources. It can go to all the places that you need. Find me all the reviews and using the positive customer

[00:07:05] feedback provide you provide each positive comment feature that is mentioned and create that copy that can be used in advertising campaign. Be as creative as possible. So, Google advanced research is finding doing all my research for me, finding me all the things I should be focusing on in my copy and providing me examples. So

[00:07:25] now and I'm doing that as a brand then I'm doing it as an inner category and I'm doing it at the product level. So now all of a sudden I can create really really featurerich headlines and descriptions that are mentioning features and benefits that make that brand stand out instead of just making a generic headline or generic copy saying get your blah blah blah. Now, this thing is

[00:07:51] finding a feature or a benefit of the brand or the product and then highlighting that in the copy. And it the output that I'm getting as a result of doing this, it takes a little bit of time. You do your grounding of your research, but then the output that you're getting through your headlines and descriptions is is really good.

[00:08:13] you're getting I'm getting much more much better um uh opportunities and options for me to to grab what I want once I've run them through our tool. So, at Solutions 8, we've got a a tool that we utilize that has spec we've got an agent. We feed it back this information and it outputs amazing ad copy for headlines and descriptions. So, um I

[00:08:38] just think that if you're not utilizing these tools, you're mad because they're just giving us so they're making the out the quality of the output that we can provide as paid marketers so much better and giving us better insight. So, we know we need to focus on these particular things in our advertising copy. Not only that, then you can start

[00:09:00] leaning into creating custom segments and creating custom audiences and there's your search themes and things like that. So that's that's where I'm going down a rabbit hole. Colobby, you're muted. Silly. Silly. That's a shame. That's a mighty shame. I was saying I think if you're not doing this, you know, it's one of two things. Let's let's come at

[00:09:25] people with some aggression and say, you know, you're either working way too hard when you could have something that's really going to help you or you're just mailing it in. So, um, sorry, there's a little bit of chaos going on in, uh, in the live studio here, but, um, Emporium. Yeah. But, yeah, no, I I think

[00:09:50] this is something you should take advantage of. And Glenn, Glenn sent me this, and honestly, it was like this very, um, detailed like marketing report that you would get almost from an agency or something. And it's just basically, how many pages? How many pages was it off hand? It was a lot. I don't

[00:10:05] remember. Actually, I've got it here. Let me have a look. Uh, one, two, three, four, five, six, seven, eight, nine, 10, 11, 12, 13 pages of research. Now, this is the thing. So, this thing you you'd look at that and go, "Oh, damn. Really?" now and everyone's talking about agents and at

[00:10:32] solutions 8 we've got these customuilt agents they can have knowledge they can have um it's called rag but we attach that that research document to the agent and say using your and we give it specific instructions and we say using your instructions and your knowledge do this thing. So all of a sudden you've

[00:10:52] got a very detailed explanation of what you want it to do. you've given it knowledge of the thing the brand with you know USP features benefits um the summary everything is there about the brand so the so it can reference everything it needs to to output quality relevant copy for our ads and not only that now that we've got that we can then communicate with it and say what are some what are some opportunities what are some um ways that we can start targeting or what messaging can we use in our ads and just say we wanted to run we wanted to create demand gen campaigns or performance max campaigns. What

[00:11:31] visual imaging imaging should we be leaning into? And it can give us feedback into what sort of imagery we can attach to our existing copy to accentuate what we're putting out there from a messaging perspective. And all of that makes you the best marketer on earth if you go ahead and do that.

[00:11:53] Look at me go. Yeah. Um, yes. Yes. And I'm very proud of my project that that the team at Solutions 8 has access to. And this is what we're doing. I spoke I think I spoke about this a while ago but I've got a full-blown automation using Google Geminis's uh modules using automation and being able to create extremely well optimized titles and descriptions. Yeah. And the amount

[00:12:23] of time that you're saving is it's ridiculous. Imagine because some poor soul used to have to update 2,000 SKs. Yes. To be told, "No, that's not that's not it. Do it again. What? Do what again? Oh, someone making the skews. Not you. You don't. Oh, yeah. No, I'm not making them. But yeah, when when

[00:12:49] we have a basic um when we've got a basic product that has very very little information for a shopping p perspective, and I see this quite a lot. You go into a shopping, you look in the product feed or you go into the merchant center and you'll have a look at the title and you'll have a look at the description and a lot of the time there's not much information that's being fed to Google about what this thing is about. And and I see this a

[00:13:17] lot. A lot of one business owners business owners don't know about it. Two, neither do a lot of a well agencies might be aware of it. They just don't they don't it's so much work and they don't want to get into it. People get scared when you talk about feeds. Nobody wants to touch the feet. Exactly.

[00:13:34] Right. And so we've developed a a strategy where we are using Gemini modules and this is this is automation software called make and this is output the the quality of the output that I'm getting from here is it's using a vision model that can go and visit a product look at the image explain the image get the information from the website um and then summarize it and then based on the prompts and the information you're giving it it outputs really really detailed and relevant titles and descriptions that we can feed back into the shopping feed. I I think this is

[00:14:14] probably one of the most underutilized services that you can do to um increase your visibility in shopping options is optimizing your titles and your descriptions because the more information, the more keywords, the more relevancy you're giving in your Merchant Center feed. and it's showing inside the

[00:14:34] auction, the more impressions you're going to get. Now, theoretically, all things being created, you get more impressions and your clickthrough rates stay the same. You're going to get more clicks. So, that's always the thing, especially from a shopping perspective. Now, you layer into the mix a strategy

[00:14:49] that incorporates say a funnel feeder strategy that we use using a standard shopping topfunnel low t row with a pmax fully optimized shopping feed. there's an opportunity for you to start really scaling because now you've got way more opportunities to get your presence inside the auction. You're optimizing a

[00:15:10] lot for a lot more. You run you run micro pmax script beside that if you got pmax now you're getting a lot more impressions, more keywords. You'll see more search themes coming up inside your reports because all of a sudden you've got a lot more keywords and words in your titles. You've got lot

[00:15:34] more content in your descriptions. You know, most people will look at a description and might have one or two sentences. This thing's got 1,500 2,000 characters in it. So that's where I think there's a huge opportunity for for businesses to to optimize. We're all about optimizing and

[00:15:56] then strategy because if you got the greatest strategy in the world and you haven't optimized anything, you're you're you're playing tennis with two hands behind your back. As far as I'm concerned, you like that analogy? No, I love it. Yeah. I'm just imagine a guy headbutt a ball. But um uh yeah, I think

[00:16:13] the thing we say too is you know with with all this taking so much time, people neglect it and you know uh so much work is done to do keyword research and try to find the most appropriate keywords but yeah why aren't you doing the same thing for your shopping ads? Um you know there's you think about all

[00:16:30] those zombie products you may have within a campaign maybe they wouldn't be zombies if you went and implemented something like this. Yes. So that's uh and I mean of course there's no one shot silver um bullet for anything but this is how you kind of increase that visibility and then um you can focus on making people click and buy 100% getting optimizing it's a bit like optimizing a um a conversion action.

[00:16:59] Now, if your conversion action hasn't been set up correctly, doesn't matter how much money you're throwing and in the interface, if it's not reporting properly or it's not set up properly, you can't see how it's going. You can't see if it's performing well. And think of it this, you know, you

[00:17:17] think of the same come come at it from the same angle. Have I optimized everything I possibly can? That this is a shopping component. The same goes with copy with landing pages. We just spoke about landing pages before. Is your headlines are your headlines are they enticing? Are they are they just are

[00:17:37] they just same old same? Like if you look goop, but look look at your headlines and look at your descriptions and are they enticing? If you look at a headline description and you go, "Ah, that's all right." Then they're not good enough. you really want to you want to be looking at headlines and descriptions going that's pretty good. I like that.

[00:17:59] That's actually because if you're not happy with them and you're a marketer people, you know, like I I think we forget that uh you know, it's the same thing where if uh if a landing page takes like two seconds to load, I'm out of there. And then if ad cop is poor, I'll probably just go look at the other option because if it looks it just it it speaks to the quality of the brand.

[00:18:20] Yeah. I think so. You're always going to you're going to always have people searching for a brand. And if they see a brand, of course, they're going to click on the brand. But then there's always intent. There's going to be someone looking for something that is doing something for them or something that's got a feature or something that's got a benefit. Now, if all of a sudden your

[00:18:38] headlines, description, and your copy is has them things, has those words, has those phrases, has those descriptions that that person's going, "Oh, that's what I want." That's the thing, not a generic phrase that, you know, hit the home run with the axe now with the Rick and Morty coffee cup. Look cool with a

[00:19:01] Rick and Morty coffee cup, whatever. So, what what is something, you know, start your morning, you know? Anyway, the point I'm trying to make with this Rick and Morty cup. Yes. What is the USP? What is What is the What is the pain? um point that this thing is trying to solve for me. And that's where you can

[00:19:23] and and I think this is going to this is the the next few months with artificial intelligence, especially with these AI models, their reasoning capability, but also their research capability, their ability to dig dig into the things that that we as marketers want to utilize or uncover about a particular demographic. like

[00:19:46] there's this demographic, what about this thing or this product or this service would appeal to that demographic? And that's that's in these report in these reports that I do. I do demographic research. Provide me all the avatars what what avatars would this brand appeal to and it will give you the avatars and then we find the the the things about this product or brand that appeal to this avatar and we can create our messaging to that would appeal to that avatar. works really well with

[00:20:15] demographic targeting inside Facebook. Doesn't mean we shouldn't discard it inside Google as well. I agree. Do you? Yeah. It's the best answer to make it just sound like I didn't listen to a word you just said. Blah blah blah blah blah. Um, yeah. So, lots of stuff happening at Solutions 8. We're always

[00:20:38] trying to push the envelope with what's going on, especially in the AI world. Um what else? Oh yes, the I saw in in the wild the um negative keywords we can add add at max campaign. It's not rolled out to everyone yet, but uh if you've got a campaign and uh you go into your performance max campaign, you go down to the um audience keywords and content. And if

[00:21:13] you're inside the PMAX campaign and you see search keywords, there will be an ability there for you to add in negative keywords at the campaign level for performance. Go figure. You you can control your own campaign. Who' have thought? Who would have thought? Google, you're a genius. And previously for

[00:21:33] those let's say you don't have this capability the ways around this are there is a form you can find um that you can submit to the reps or Google themselves. Um let's say we're going to have that in the notes of this um video. And I would also say that you can use account exclusions too if uh all else fails. But realistically life should be

[00:21:58] made easier from this update. Um I heard there's a limit though. So, we'll find out. Yeah, I think it's 100 keywords per campaign, I think. But we'll uh we'll look into that. I think that's all I got for uh Google News, you can use. Google use you can use. So, yeah, I think um till till the

[00:22:23] next episode, that's what we've got going on. I'll be um I'll be uncovering a little bit more of for those that are interested in um the type of questions that I'm asking deep research when I'm doing brand research. So I'm doing brand, I'm doing category and I'm doing product research.

[00:22:42] So it it's and I'm not actually coming up with what to ask it. I'm getting these large language models to help me come up what to ask. So I'll have a concept and I'll say reach me what I should ask you to do this thing. So we called it in house called we called it promption. We create a prompt that creates a prompt

[00:23:05] for a prompt. Three levels of prompting. Am I living in a prompt? You could be you could be living in a in my dream. They say they there's some sort of thing where they say if you're living in a simulation um the only possible thing is that you're living in a simulation because you can question the fact of it.

[00:23:27] I heard that you just spin a little top on your table and if it stops and falls over you're not you're not reality. Yeah. This is reality. Anyway, thank you for another episode of cheese and Vegemite. Yeah. And we should say too, Glenn's Glenn's on the cutting edge of uh AI with um everything you can do and apply it to Google Ads. So, you got to follow

[00:23:56] this guy and listen. You know, sometimes I might not be doing anything but what I'm doing right now, but for the love of God, you got to listen to what this guy has to say. It's super exciting. And uh if you want to save some time and do better work, come to the right place. You've made it to this far in the video.

[00:24:11] Oh, yes. Another thing we'll be bringing up we didn't and we forgot to bring it up. Meridian the mix. Oh yeah. Yes. Google released it last week. Meridian. Yeah. I got an email and to be honest I looked and there was developer notes and I said this looks complicated and then I messaged you. So that's something we'll

[00:24:30] be well I'll be digging into in the next couple of weeks just to see one how do we set this thing up and how how can we use it. So that in itself it's going to give us it's another tool. another tool that might give us some better insights into the campaigns and the accounts that we're running. But, uh, exciting times

[00:24:46] ahead. So, TTFN, yeah, we do. Ta. Three experts, one mic, and a million views. Bringing you the news you can really use. From Pakistan to Canada to Aussie land, we connect the world with a master [Music] plan. So plug in, subscribe, don't miss the show. Curry, cheese, and veggie might. Let the knowledge flow. Google ad

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