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Why It Pays To Run Google Search Ads Yourself
Google Search Ads Work Because
91% of people use Google Search.
People see your ad when they’re looking for your product.
You only run ads when people put specific words that you know your customers put into Google Search, so you don’t waste money running ads to non-buyers.
You only pay Google when someone clicks on your ad and goes to your website.
Ad Agencies Don’t Know Your Customers Like You Do
They run expensive ads to non-buyers.
The more you pay Google each month
The more money ad agencies make.
You write great ads because you know what your customers want.
It’s easier to write ads yourself, than to explain your business to an ad agency.
The Google Search Ads Guide
Shows how to set up ads that make you money.
You take advantage of your own business knowledge.
And precise Google data to target customers.
Friendly 1-on-1 Coaching Makes It Easy
Learn More at https://www.richbruns.com
The Best Method for Google Search Ads
Hello, I’m Rich Bruns - I help my customers run successful Google Search ads. Here’s the most efficient method that works best.
For more information https://www.richbruns.com
Google Search Ads make money because you precisely target customers.
90% of people use Google Search.
Customers see your ads when they’re actively searching to buy your product.
And you don’t waste money running ads to the wrong people.
Continuous Improvement Cycle
Targeted ads produce PRECISE GOOGLE DATA
After your ads run, you see precise actual results for each of your products, in your sales territory during the last 30 days.
Take advantage of PRECISE GOOGLE DATA and your BUSINESS JUDGEMENT to continually improve your ads.
Your superior market intelligence beats competitors.
And you don’t pay Google more than you need to.
An Efficient Method
1-on-1 Coaching + Step-by-Step Guide
This method saves time, money and frustration
First, schedule a 1-on-1 Coaching Session to get started.
Gets you up and running fast.
Then follow the Step-by-Step Guide to run cost-effective ads yourself.
Step 1 Schedule a Coaching Session
Get Up and Running Fast - Start a New Campaign
Google Makes It Tricky - Don’t Let Google Take Control
Google makes setting up a new campaign an obstacle course of confusing choices. Most choices have nothing to do with cost-effective Google Search Ads. Google tries to take control and run ads that cost too much. Shame on you Google! Avoid a frustrating waste of time and money.
Schedule a 1-on-1 Coaching session.
So we can set up your Search Ads Campaign together.
After our session, your campaign is up and running, including one sample ad, so you know how to run more ads the same way.
Next Step > Follow The Google Search Ads Guide to build your Campaign.
The Google Search Ads Guide shows a TASK LIST.
Complete the TASKS to set up your Google Search Ads.
Click on each TASK to see step-by-step screenshots of the Google Ads program.
Step 2 The First Week Using the Guide
Priority Tasks
TASK - Campaign Settings apply to all the ads in this Search Campaign.
The most important setting is BIDDING = MANUAL COST PER CLICK so you never pay Google more than the MAX Cost Per Click that you set for each Ad Group.
The Guide explains why you can’t run cost-effective ads, if you let Google control the cost per click for your ads.
TASK - Search Terms are the actual words that people put into Google Search when Google ran your ads.
Look for Search Terms that you don’t want to pay for,
So you can add them as Negative Keywords.
TASK - Negative Keywords Add these IMMEDIATELY.
Because they’ll waste most of your budget, if you don’t get rid of them.
You’ll find a large number of Negative Keywords that Google added which are only vaguely related to your carefully-chosen Search Keywords — shame on you, Google!
TASK - Assets are words and images that Google randomly adds to your ad without asking.
Remove Assets and disable “AUTOMATED ASSETS” immediately.
60% of people search Google on small cell phone screens.
You want people to see your precisely targeted sales pitch.
There’s only enough screen space on a cell phone to show your Headline 1, Headline 2 and Description 1 – which show people the same words they just put into Google Search and why your product is better than competitors for those specific search words.
Don’t let Google hide your targeted sales pitch with random clutter.
Step 3 The First Month Using the Guide
TASK - Tune Cost Per Click Bids
Experiment to Calibrate your campaign
Here’s where PRECISE GOOGLE DATA and your BUSINESS JUDGEMENT really pays off. The Guide explains strategies to run ads more often with lower Google costs.
For example, Google now controls most advertisers’ cost per click. So the costs for Ad Position 1 and 2 are highly inflated. Google burns through those advertisers’ DAILY BUDGET in a couple hours and they pay Google more than they need to.
The Guide shows how much to Bid on each Ad Group so your ads run all your scheduled hours and run more often at much lower cost.
PRECISE GOOGLE DATA shows the actual results for your Cost Per Click Bids for individual Search Keywords, in your selected sales locations during the last 30 days.
You see how much how much competitors bid, so you can bid individual keywords to run your ads most of the time at the lowest Cost Per Click.
You see how often people put specific words into Google Search.
You see how often Google is actually running ads for specific keywords, in spite of Google warnings and threats claiming your ads aren’t running unless you increase budget and bids.
You apply your BUSINESS JUDGEMENT.
To run ads more often at much lower Cost Per Click.
To avoid paying Google more than you need to.
Step 4 Schedule a Review Coaching Session
Confirm That YOUR Campaign IS Set Up Properly
After a month of active experiments and tuning bids, your Campaign only requires minor modifications each month. Schedule a review session to answer questions and make sure your campaign is set up properly. Now you’re confident that you can run successful ads yourself.
Step 5 Tune Bids Every Month
Precise Competitor Bidding Data
30 Minutes Each month Makes YOU Serious Money
It only takes 30 minutes each month to Tune Cost Per Click Bids for all your individual keywords on the Ad Groups page. You take advantage of rapid changes in competitor bidding and changes in your own business.
Consider cash flow, inventory, available labor and equipment, seasonality, new products, industry changes, the economy ..
Google and ad agencies don’t know your business like you do.
Your ads keep on making money month after month.
The New Google Ads User Interface Design
I updated The Google Search Ads Guide to the new Google Ads Interface.
This is a major improvement – I think you’ll like it!
The New Google Ad Interface
Google stabilized the new user screens and will force everyone to use it.
Your existing Campaigns will work fine.
Our cost-saving settings remain the same.
Google added a couple columns on the left side to promote their other types of advertising that make them more money.
After you get into your Search Ads Campaign, it’s pretty much the same.
Google is getting clever about hiding settings, like Manual CPC Bidding, but the Guide makes it easy to find what you need.
I Streamlined The Guide
Step-by-step screenshots show what you see in the Google Ads program.
Each screen is marked up showing what you need to do.
Text under each screen show trade-offs, so you can apply judgment.
The Guide shows a LIST of TASKS that you do in sequence.
For each TASK, the first screenshot shows what you see when you start the Google Ads program, then leads you step-by-step until you finish.
I simplified screenshots and strategies to make it easier to follow.
I found in our coaching sessions that each of you makes good decisions, if I just provide the basic trade offs without too many confusing details.
It’s easy to find details with Google Ads Help and Google Search.
Here’s the LIST of TASKS in the Guide
New Search Ads Campaign > Google tries to get you to run other types of advertising that make Google more money than Search Ads.
Campaign Settings > Google makes it difficult to select Manual CPC Bidding, which is critical to success - the Guide makes it easy to find.
Build Ad Groups > Google tries to load Keywords that waste money on clicks from non-buyers — and clutter up your ads with too many Headlines, Descriptions and Assets which distract or hide your targeted sales pitch on small cell phone screens that 60% of people use on Google Search.
Assets > Google adds Automated Assets to your ads without asking you permission - you need to disable them.
Tune Cost Per Click Bids > Bidding is crazy now - Google controls most advertisers’ Cost Per Click to run ads in the TOP Ad Positions - pay attention to Impr.(TOP)%
Search Terms > Identify Negative Keywords and specific Search Keywords that Google actually runs ads for that would have lower Cost Per Click and target ads more precisely.
Negative Keywords > Do This Immediately - These will waste most of your budget, because Google no longer respects EXACT MATCH and PHRASE MATCH and runs ads on Search Terms that are very loosely related to you carefully-choses Keywords.
Test Ads > Spend time creating your first ad and only run one ad in each Ad Group, unless you’re A/B testing, because of low CTR Click Thru Rate.
Please recommend me to your business friends. I depend on your word-of-mouth referrals.
More information on www.RichBruns.com
Google Search Ads > What Works Best Today
Here’s how my customers took advantage of big changes in the Google Ads program.
>> They Set Up Negative Keywords IMMEDIATELY
You carefully selected Search Keywords to prevent Google from running ads to non-buyers. However, Google now runs ads to “closely-related” search words which will waste most of your Google budget, if you don’t stop running ads for those Negative Keywords.
You see all the words that Google actually ran ads in Campaign > Insights and reports > Search Terms.
Make a list of single words that you don’t want to run ads for.
Enter each SINGLE WORD as a PHRASE MATCH “word” on each line in Campaign > Keywords > Negative Keywords > Circle +.
See Instructions in The Google Search Ads Guide > Negative Keywords
>> They Controlled How Google Showed Their Ads
60% of people search on their cell phones with small screens.
Don’t let Google clutter up your ads so people don’t see your targeted sales pitch.
You always want people to see these items:
Your Search Keywords that they just put into Google Search in Headline 1
Why your product is better than competitors for those specific search words in Headline 2 and Description 1.
Thumbtack Headline 1, Headline 2 and Description 1 so Google always shows them in their proper positions in the ad.
Don’t add more Headlines or Descriptions.
See Instructions in The Google Search Ads Guide > Build Ad Groups
Only run 2 Callout Assets - No other Assets work.
Disable “Automated Assets” which are hidden behind three layers of submenus.
See Instructions in The Google Search Ads Guide > Assets
>> They Checked Campaign > Settings > Bidding = Manual CPC
You can’t make money if you don’t control your Default MAX CPC Bid for each Ad Group.
Google constantly attempts to hijack your Cost Per Click Bids and charge you more.
Avoid OPTIMIZATIONS, CONVERSIONS, GOALS ..
Ignore Google recommendations and warnings that make Google more money.
Don’t allow Google to change your Google Ads.
See Instructions in The Google Search Ads Guide > Settings
>> They Adjusted Ad Group Bids MONTHLY
Apply your business judgment to adjust bids for individual Keyword Ad Groups.
It only takes 30 minutes each month to make some serious money.
Consider changes in your business conditions.
Cashflow, Inventory, labor and equipment availability.
Seasonal products and customer demand.
The Tune Bids Dashboard shows competitor bidding in the last 30 days.
Keep DAILY COSTS less than DAILY BUDGET, so ads run all scheduled hours.
Bid Keywords higher for products that make you more money.
Adjust Bids for each Ad Group to keep Impr(TOP)% = 80% so your ads run for most searches with moderate costs.
Below 80% > As Impr(TOP)% goes lower, Cost Per Click decreases, but your ads run less and less often.
Above 80% > Cost Per Click increases dramatically as Impr(TOP)% goes higher, but your ads only run slightly more often.
Spend your budget on ads that make you the most money.
See Instructions in The Google Search Ads Guide > Tune Bids Dashboard
>> They Applied Knowledge of Their own Business To Improve Profits
Successful customers actively experimented in the first couple months.
To see what worked based on precise Google data results.
You can’t predict competitive bidding, how many people put specific words into Google Search or whether Google runs ads for specific words until you run ads.
After Tuning Cost Per Click Bids for a couple months, it only takes 30 minutes to make minor adjustments each month.
>> They Scheduled Coaching Sessions When Needed
The Google Search Ads Guide shows screenshots step-by-step.
However, it’s a lot easier to start a new Campaign together.
Google shows you a confusing obstacle course to start a new Campaign.
Google wants you to run ads that are more expensive than Google Search Ads.
Google hides cost-effective Search Ads settings in submenus.
The Google Search Ads Guide makes more sense when we set up proper Campaign Settings and couple ads together - so you know how to set up more ads yourself.
After your ads run, a review session can be helpful.
To discuss questions about your unique business.
To make sure your ads are set up properly.
To Tune Bids based on precise Google data results.
See Instructions in The Google Search Ads Guide > Schedule and Pay for Coaching
Please recommend me to your business friends.
For more information www.RichBruns.com
Get Customers IN DAYS with Low-Cost Google Search Ads
Working with my customers over the years, I’ve refined an efficient process to set up ads that get customers fast and lowers Google costs dramatically.
My Google Search Ads Guide helps you take advantage of precise Google data and your business knowledge to make money month after month.
A 1-on-1 session helps you get started fast. We’ll set up a couple ads together. It’s easy after you know how.
This 3-minute video walks through the process step-by-step.
Step 1 - Select Google Campaign Settings
Step 2 - Control Who Sees Your Ads
Step 3 - Control The Exact Ad People See
Step 4 - Set The Cost Per Click Scientifically
Step 5 - Run Ads All Your Scheduled Hours
Get started fast with no hassles. Have confidence that your ads are set up properly. Schedule a 1-on-1 coaching session with me to set up a couple ads together. It’s easy after you know how.
Schedule a session in the next few days — Make money month after month.
2024 Google Search Ads Checklist
Better Ads Means Better Business in 2024
Checklist Shows Where You Go >
Inside The Google Search Ads Program >
Inside THE GOOGLE SEARCH ADS GUIDE >
#1
All Campaigns > Your Google Search Ad Campaign
www.RichBruns.com
MEMBER LOGIN > GOOGLE SEARCH ADS GUIDE
Google will change the Google Ads program interface this year to promote Google Ads that make them more money than Google Search Ads.
In the new design, Google will hide Search Ads Campaigns behind other types of costly Google Ads. After you get there, your Google Search Campaign will look like it does today.
If your Google screens look weird, Google is using you to test the new interface.
Click APPEARANCE at the top of your Google Ads account to select the previous design so The Google Search Ads Guide screenshots match what you see in the Google Ads program today. I’ll update the Guide, when Google finalizes the new interface design.
#2
Search Campaign > Settings > Bidding = Manual CPC
GUIDE > CAMPAIGN SETTINGS (BIDDING)
You can’t control Google costs, if you don't control your Cost Per Click.
Control monthly Google costs.
Control costs for individual Keywords.
#3
Search Campaign > Keywords > Search Keywords
GUIDE > BUILD AD GROUPS (KEYWORDS)
Only put single Keywords into each Ad Group.
One “Phrase Match” and one “Exact Match”
No Broad Match – this let’s Google add Keywords you don’t choose.
Sort the Ad Group Column to see Keywords for each Ad Group together.
#4
Search Campaign > Insights & reports > Search Terms
GUIDE > SEARCH TERMS
These are the actual words people put into Google Search when Google ran your ads.
Look for new Keywords to build new Ad Groups.
Identify NEGATIVE KEYWORDS that you don’t want to pay Google to run ads for.
#5
Search Campaign > Keywords > Negative Keywords
GUIDE > NEGATIVE KEYWORDS
Set these up immediately! They will waste most of your budget until you get rid of them.
Put only one “Phrase Match” Negative Keyword on each line.
Multiple words, Exact Match and Broad Match will not work properly.
#6
Search Campaign > Ads & assets > Ads
GUIDE > BUILD AD GROUPS (AD)
Take time to write one great ad for each Ad Group.
Put the single Keywords for each Ad Group into Headline 1.
Why your product is better for those specific Keywords in Headline 2, Description 1.
Force Google to show Headline 1, Headline 2 and Description 1 the same way every time using thumbtacks so people always see your compact sales pitch on their small cell phone screens – 60% of Google Ads run on cell phones.
#7
Search Campaign > Ads & assets > Assets
GUIDE > ASSETS
Don’t let Google clutter up your ads with AUTOMATED ASSETS.
Only set up 2 Callout Assets - 25 characters each - may run at the end of any of your ads in this Campaign.
Describes why your business is better than your competitors.
Immediately disable “AUTOMATED ASSETS” – the Google computer clutters up your ad – without asking permission – that confuses, hides or distracts from your compact sales pitch.
#8
Search Campaign > Ad Groups > Default MAX CPC (Cost Per Click Bids)
GUIDE > TUNE BIDS DASHBOARD
Apply your business judgment to adjust bids for individual Keywords — each Ad Group contains single Keywords.
It only takes 30 minutes each month to make some serious money.
Consider changes in your business conditions.
Cashflow, Inventory, labor and equipment availability.
Seasonal products and customer demand.
Competitor bidding in the last 30 days.
Keep DAILY COSTS less than DAILY BUDGET, so ads run all scheduled hours.
Bid Keywords higher for products that make you more money.
Adjust Bids for each Ad Group to keep Impr(TOP)% = 80% so your ads run for most searches with moderate costs.
Below 80% > As Impr(TOP)% goes lower, Cost Per Click decreases, but your ads run less and less often.
Above 80% > Cost Per Click increases dramatically as Impr(TOP)% goes higher, but your ads only run slightly more often.
Spend your budget on ads that make you the most money.
May your business prosper in 2024!
Please recommend me to your business friends.
For more information www.RichBruns.com
Google Ad Strategies for 2024
Google will change the Google Ads program in 2024 to make more money.
Cost-effective Google Search Ads settings will still be available, but hidden behind layers of sub-menus.
The Google Ads program manager promises to keep traditional Google Search Ads settings available.
The Google Search Ads Guide shows how to find these cost-effective settings with step-by-step screenshots. It will be straight-forward to change to the new Google interface.
Please Click APPEARANCE at the top of your Google Ads account to select “the previous design” so The Google Search Ads Guide screenshots match what you see in the Google Ads program today.
I’ll update The Google Search Ads Guide when Google finishes experimenting with the new user interface and officially changes to the new interface design.
Google Has A Conflict of Interest
Google makes less money when you run cost-effective Google Search Ads that precisely target your own customers – so Google doesn’t make it easy to find these program settings. The Google Search Ads Guide shows how to find them.
You force Google to only run ads when your customers put very specific words into Google Search,
so you don’t pay Google to run ads to non-buyers.
Every ad you run shows people the words they just put into search and why your product is better than competitors for those specific words
so you only pay for people who want your product
You force Google to show ads the way you want with no distracting clutter
so people see your entire sales pitch on cell phones
And and you don’t let Google hijack your Cost Per Click
so you control how much you pay for Clicks
Google’s Goal > Get The Highest Cost Per Click on Every Google Search
Google increased the average Cost Per Click 4x in the last two years.
Google got advertisers to compete for the same keywords on Google Search.
Google got advertisers to compete for costly top ad positions on Google Search.
More Keywords – The Google Ads program gets advertisers to run ads for more keywords – even keywords that non-buyers put into Google Search – BROAD MATCH KEYWORDS lets Google run ads on keywords they choose – when more advertisers compete for the same keywords, Google gets paid a higher Cost Per Click.
Higher Cost Per Click – Google now controls many advertisers’ Cost Per Click CPC.
“Optimizations”, “Goals” and “Recommendations” that let Google charge you more than the Default MAX CPC that you set for Ad Groups.
Google runs expensive ads for a couple hours at the top of Google Search, drains that advertiser’s DAILY BUDGET, then swaps in the next advertiser to make more money each day.
You Know More About Your Business Than Google
Take control of your ads with The Google Search Ads Guide and a 1-on-1 Coaching Session.
– Happy Holidays ! –
Please recommend me to your business friends.
More Information at https://www.RichBruns.com
Don’t Let Google Control Your Cost Per Click
The #1 Rule for Google Search Ads
You can’t run cost-effective ads if you don’t control your Cost Per Click.
Google wants to take over your Cost Per Click, because they make more money.
Google Tries to Take Over Your Cost Per Click Many Ways
Google promotes alternative bidding choices, including Conversions, Clicks, Enhanced CPC, ROAS, Goals, Optimizations ..
Google shows warnings, recommendations and choices in the Google Ads program.
The correct Bidding Setting for Your Search Campaign > Settings > Bidding = Manual CPC is hidden behind several layers of sub-menus that make it difficult to find and select.
Multiple Google Search campaigns can also steal clicks from your Rich Bruns Search Campaign, because Google makes more money charging you a higher Cost Per Click on those other Campaigns. You bid against yourself and pay Google more.
Why Bidding = Conversions Doesn’t Work
Google pushes Conversion Tracking hard with emails, phone calls and repeated warnings and recommendations. It sounds good, but you can’t control Google costs.
Your Search Campaign > Settings > Bidding = Manual CPC
Make sure that this is set up correctly in your Campaign Settings now.
This setting won’t let Google charge you more than the Default MAX CPC Bid that you set for each Ad Group.
Since you only put single Search Keywords into each Ad Group, you control how much you pay for individual Search Keywords (for each of your products or services).
Your Google Search Ads Guide > TUNE BIDS DASHBOARD shows how to set the bid for each Ad Group. You see strategies and step-by-step screenshots.
Each month you set bids for each Ad Group.
You consider current competitor bids based on precise Google data for the last 30 days.
You consider current conditions for your own business, including inventory, seasonality, labor availability, how much money you make on each product.
You control how much you pay Google each month.
Your ads run all your chosen hours because you never run out of DAILY BUDGET.
You decide the Maximum Cost Per Click that you’re willing to pay Google.
If you select Settings > Bidding = Conversions, you lose control of the Cost Per Click for individual Search Keywords and your monthly Google budget.
Conversion pages often don’t measure actual sales or are invisible to Google behind paywalls. Your Website URLs get messed up.
Google Analytics is broken – one of my customers was a Google Analytics consultant until a year ago when he says Google broke the app, making it useless, even misleading. He doesn’t use Google Analytics himself now.
So, how do you know your ads are working?
You set up your ads in a very precise way.
Every ad you run shows people the same words they just put into Google Search and why your product is better than your competitors.
You carefully chose these Search Keywords, because you know that your desired customers put these words into Google Search to find your product.
You only pay Google for Clicks from people who go to your website because they want the specific product benefits that you show in your specific ad for each product. Measure the success of your Google Search ads by the number of Clicks and the CTR Click Thru Rate to your website – then make it easy for them to buy your product on your website.
Don’t Run a Performance MAX Campaign
You have no control over a mix of Search Ads, Shopping Ads, Display Ads, Gmail, YouTube, Maps ..
Google runs ads they choose on websites and a Cost Per Click that they control.
Those search ads steal clicks from your stand-alone Rich Bruns Search Campaign, because Google gets a higher Cost Per Click for those search ads.
Reports show a misleading low Cost Per Click because Google averages in Display Ads that have very low Cost Per Click of only several cents.
Your Rich Bruns Search Campaign shows no conversions, because you don’t track Conversions, so keep control of your MAX CPC bids.
You’ll get better results running separate Campaigns for Shopping Ads, Display Ads and Search Ads because you have more control.
Get Your Ads Under Control
with the Google Search Ads Guide and a 1-on-1 Coaching Session.
Learn more at https://www.richbruns.com/
How To Avoid Google Budget Busters
1 - Choose Search Keywords Carefully
Only run ads when people put very specific words into Google Search, so you don’t waste money on non-buyers.
Google promotes the maximum number of keywords so many advertisers compete with each other for every Google Search to increase the average Cost Per Click.
Avoid Broad Match Keywords that let Google run ads on keywords they choose.
Add Negative Keywords that you don’t want to pay for(single phrase match “word”).
2 - Control The Exact Ad That People See
Your ads always show people the same words they just put into search in Headline 1 and your targeted sales pitch for those same precise keywords in Headline 2, Description 1 and only 2 Callout Assets.
People see your entire compact, targeted ad on their small cell phone screen. 60% of ads run on cell phones today.
Google suggests running ads showing combinations of Headlines, Descriptions, Assets and Keywords. People may not see the most important product advantages for your very specific search keywords. You have no idea what ad people saw so you have no way to understand or improve results.
Remove “Automated Assets” hidden deep inside a Insights & Reports > Assets submenu. Google enables these to show on your ads without asking permission. You must disable them.
Force Google to show each ad exactly the way you wrote it for each Ad Group.
3 - Control The Cost Per Click for Individual Keywords
You can’t afford to let Google set the Cost Per Click - Google doesn’t know your business.
Google now controls most advertisers’ Cost Per Click bids set to run at the most expensive top ad positions. Today, these ad positions are much too expensive in most cases.
You get a much better deal running many more ads at slightly lower ad positions where Impr(TOP)% is 60-80%. Your ads run for most searches at much lower Cost Per Click. Let your competitors pay too much.
The Google Search Ads Guide shows how to avoid 21 confusing program settings that let Google bid for you.
You need to set the Cost Per Click for individual keywords based on your own business knowledge. Consider how much money you make on each product, seasonality, inventory, competitive bidding, cash flow, labor and equipment availability and monthly Google advertising budget.
Only put SINGLE keywords into each Ad Group. (Phrase Match and Exact Match)
In your Search Campaign Settings > Bidding: Manual CPC.
Keep DAILY COST lower than DAILY BUDGET most days, so your ads run 24/7.
Learn more at https://www.richbruns.com/
Google Search Ads Precise Data Makes Money
https://www.RichBruns.com This video shows how The Google Search Ads Guide makes money with precise data step-by-step. Set up ads fast with 1-on-1 coaching sessions.
Precise Google Data Makes Money Step-by-Step
Start with one precise ad.
Precise ads show precise results.
Build campaign using precise data.
Look at precise results to build more ads.
Step 1 - Build The First Ad for Your Basic Keywords
Google Search Ads are better than any other Internet advertising, because you can precisely target customers and not waste money running ads to non-buyers.
Here’s a great place to start.
First, run an ad to people putting words into Google search for your basic product or service – such as Chiropractor or Plumber or Party Rentals.
This very specific ad generates very precise targeted results.
After a few days, actual results show
Important, closely related search words.
How many people put those specific words into Google search.
How much competitors bid for those words.
Step 2 - The Actual Words That People Put Into Search
Look at the actual words that people put into Google search. Run your ad at least 100 times to get more data.
First - Identify Negative Keywords that you don’t want to pay for.
This will save you a lot of wasted money.
Step paying for bad clicks from non-buyers.
Second - Identify search keywords to build new Ad Groups
Now you know that people actually search for these words.
And you know that Google actually runs ads for these words
Google doesn’t run ads for keywords with few searches.
Because Google gets paid a low Cost Per Click when fewer advertisers compete for rare search keywords.
Step 3 - Adjust MAX Cost Per Click Bids
Google Ads for some keywords cost too much.
Google encourages advertisers to bid higher.
Recently, Google convinces many advertisers to let Google set the Cost Per Click for them – If you went to an auction, would you let the auctioneer bid for you?
The Google Search Ads Guide
Shows precise Google data for individual search keywords.
You see the actual results of competitive bids in the last 30 days.
Set the Cost Per Click for each of your individual keywords with scientific precision.
Set the Cost Per Click for each of your individual keywords so you make the most money each month.
Consider these factors.
How much money do I make on each sale?
Which customers do I want most right now?
Business conditions this month including
How many customers can I handle?
Seasonality - How many customers actually buy this time of year?
Available labor, inventory, equipment, Cash flow ..
Step 4 - Keep Tuning Your MAX Cost Per Click Bids
Keep tuning your campaign for several weeks, until you get the actual results that you want. With gradual changes, you’ll start to see consistent results over a 30-day time-frame.
Celebrate – your Google Search Campaign is tuned!
Now it only takes 30 minutes each month to tune bids for monthly changes in competitor bids, changes in the economy and changes in your own business conditions.
In Summary
The Google Search Ads Guide
Takes advantage of precise Google data
And your business knowledge
Targets customers precisely,
So you don’t waste money running ads to non-buyers.
Schedule a 1-on-1 Coaching Session
You can get started fast with no hassles. Have confidence that your ads are set up properly. Schedule a 1-on-1 coaching session with me to set up a couple ads together. It’s easy after you know how.
Schedule a session in the next several days.
Make money month after month.
Google Search Ads > A Conflict of Interest
Google has a conflict of interest
Google makes less money if they make it easy for advertisers to lower costs using the precise targeting data available in the basic Google Search Ads program that revolutionized advertising 20 years ago.
Today, Google Search is the only Internet advertising that lets you precisely control who sees your ad, the ad they see and how much you pay per click – so you don’t waste money.
However, Google hides these cost-effective settings in submenus, and instead, promotes settings that make Google more money.
Fortunately, you’ll always be able to take advantage of precise Google data to target customers, because it’s built into the Dutch Auction core of the Google Search Ads software program – My Google Search Ads Guide shows how to find these features.
This month, Google emailed me repeated requests to spend more money with more Keywords, higher Cost Per Click and increasing Daily Budget. One email asked me to allow Google to automatically change my ads anytime they want.
Don’t let Google take control of your Google ads!
In the last 2 years, Google increased the average Cost Per Click by 4X by convincing advertisers to select options that make Google record profits, but waste advertisers’ money.
Google doesn’t know your business better than you do.
The Google Ads program now hides cost-effective settings that make you money in submenus.
Google started experimenting on Random Google Advertisers with ideas for a new 2024 user interface
The opening menu will be radically changed to promote running ads on other Google businesses like YouTube, Display Ads and others that don’t allow precise targeting like Google Search.
However, the new interface will continue to have the same Search Campaign Settings that you see in the Google Search Ads Guide today with minor changes.
If the opening overview menu of your Google Ads program looks weird
Click on the APPEARANCE icon at the top of the page
To change back to the old interface.
I’ll update the Google Search Ads Guide with the new Opening Screen of the new 2024 interface, when Google introduces the final version early next year.
For more information https://www.richbruns.com/
Run Low-Cost Google Search Ads To Customers Only
https://www.RichBruns.com This video shows how to make money with Google Search Ads by precisely targeting your customers.
My Google Search Ads Guide helps you take advantage of precise Google data and your business knowledge to precisely target customers who make you money.
A 1-on-1 session helps you get started fast. We’ll set up a couple ads together. It’s easy after you know how.
You’re in total control. You control who sees your ad, the ad they see and how much you pay when someone clicks on your ad to go to your website.
This video walks through these steps:
Control Who Sees Your Ads
Control The Exact Ad People See
Pay For Keywords That Make You Money
Don’t Pay Google For Bad Keywords
You’ll see how to get customers fast and lower Google costs dramatically.
You don’t waste money on non-buyers.
Why Should I Run Google™ Search Ads Myself?
WHY DO GOOGLE SEARCH ADS WORK?
91% of people use Google search. People see your ad when they’re looking to buy your product. You can precisely target customers so you don’t waste money.
WHY NOT HIRE AN AD AGENCY?
Ad agencies don’t know your business like you do. They run costly ads to the wrong people. The more you pay Google, the more money they make. It’s easier to run ads yourself, than to explain your business to an expensive ad agency.
CAN I RUN SUCCESSFUL ADS MYSELF?
You can write great ads, because you know why customers buy your products.
You can run ads to the right people, because you know words your customers put into Google Search.
You know how much to pay for ads, because you know how much money you make on each product.
You just need to know how to set up ads so you make money.
GOOGLE WANTS YOU TO PAY TOO MUCH
My Google Search Ads Guide shows 21 ways to lower costs and get more customers.
Step-by-step screenshots of the Google Ads program make it easy.
A friendly 1-on-1 session with me gets you up and running in the next few days. We set up a couple ads, so you know how to run more ads the same way.
Learn more at www.RichBruns.com
Make Money With Google Search Ads
This 3-minute video shows how to set up ads on Google Search.
That make you money.
The Step-by-step Guide shows everything you need to know.
Friendly 1-on-1 sessions with me get you started fast.
Writing ads is the easy part.
You can write great ads, because you know why customers buy your products instead of competitors.
It’s easier to write ads yourself than to explain your business to an ad agency.
Now for the tricky part.
Google sets up the program so you pay Google more, even when you pay too much.
My Guide shows how to avoid program settings that waste your money.
The video shows how to target customer precisely.
You don’t waste money running ads to non-buyers.
Every ad you run shows people the same words they just put into search and why your product is better than competitors for those specific words.
After your ads run, your precise targeting shows precise results for individual search keywords. The Guide shows how to adjust the Maximum Cost Per Click for all your search keywords, so you make the most money.
I’ve streamlined the process working with my customers.
My Google Search Ads Guide shows how to set up ads, step-by-step, with screenshots of the Google Ads program — Everything you need to know to run successful ads.
In addition, I offer flexible coaching options.
Most of my customers schedule a coaching session with me to get started. In a couple hours we set up a couple ads together, so you know how to set up more ads the same way.
I look forward to working with you — Rich Bruns www.RichBruns.com
Don't Pay Too Much For Your Google Search Ads
Don’t Pay Too Much!
Here are some quick ways to save money this month.
#1 Don’t run ads when you don’t have a product to sell.
When you don’t have inventory, labor, or transportation.
When people don’t buy your product during this season.
When profit is too low for this product at this time.
>>> ACTION Pause or lower bids for those Ad Groups.
#2 Don’t run ads that cost too much.
Sometimes competitors pay too much for clicks.
Google wants advertisers to compete and pay more for the top ad positions.
Google now controls many advertisers’ Cost Per Click.
Set the Cost Per Click for all your Groups so you make the most money.
>>> ACTION Keep Impr.(TOP)% between 60% and 80% for each Ad Group
This way you run ads for most searches at a lower Cost Per Click
Your ads run much less often below 60%
Your ads have a much higher Cost Per Click above 80%
Decide how to spend your money wisely.
#3 Make sure that your ads are set up properly.
Check Campaign Settings, Ad Groups, Responsive Ads
The Google Search Ads Guide makes this easy.
The Blog on www.RichBruns.com has informative videos.
>>> ACTION Schedule a 1-on-1 session with me to review your ads.
I’m happy to work with you the way you want.
Times are available in the next few days.
Flexible & Economical – start at $44.95 USD for 30 minutes.
Pay for the actual time when our session ends.
Sometimes a quick phone call is all the help you need.
Email me richbruns@richbruns.com
Include your phone number so I can call you.
Glad to help you get onto the right track.
Please recommend me to your business friends.
Rich Bruns www.RichBruns.com
3 Ways To Lower Google Search Ad Costs
Are You Wasting Money?
#1 Control Your Cost Per Click
Go to Your Search Campaign > Settings
Set Bidding = Manual CPC (Cost Per Click)
Otherwise Google will charge you more
Than the Default CPC Cost Per Click
That your set for each of your Ad Groups
If you don’t control Manual CPC
You can’t control Google costs
For each Product Keyword Ad Group
Or your monthly Google costs.
#2 Run Your Ads All The Time
Go to Your Search Campaign > Ad Groups
Look at the chart at top of page – click up arrow at far right
Set date range to Last 30 days and Adjust = Daily
Keep Daily Cost lower than Daily Budget for most days.
Otherwise, your ads don’t run
For all hours that you scheduled in Settings.
Because you run out of budget.
#3 Run More Ads At Lower Costs
Go to Your Search Campaign > Ad Groups
Set the Cost Per Click Bid for each Ad Group so Impr.(TOP)% = 80%
Your ads run on almost all Google searches.
The Cost Per Click is much less than the top 2 ad positions.
As Impr.(TOP)% goes higher than 80%
Cost Per Click increases dramatically
You pay a premium, but it might be worth the money - TEST
As Impr.(TOP)% drops below 60%
Your ads run much less often
But Cost Per Click drops dramatically
Learn More at https:www.RichBruns.com
Don't Let Google Mess Up Your Google Search Ads
Google now adds “AUTOMATED ASSETS” to your ads without asking.
Google adds random text and page links from your website.
Distracts from your desired sales pitches for specific keywords.
Creates complex text that’s difficult to read on cell phones.
You don’t know what ad people see, so you don’t know what works.
Force Google to display your ads the way you want.
You want every ad to laser focus on your product and business advantages.
People see their own search words in Headline 1 and Headline 2.
People see why your product is better in Description 1.
People see why doing business with you is better in 2 Call Out Extensions.
People always go to your desired landing page – not a random Sitelink page.
GET RID OF DISTRACTING ASSETS (Extensions)
Go to Your Search Ads Campaign > Ads and Assets > Assets
Now you see the Assets page.
Table View = Associations Upgraded = All.
Callout > You should only have two Callout assets on the list.
To change a Callout > scroll over the Callout and click on the Edit pen.
What are Callouts?
Text that is sometimes added to the end of any ad in your search campaign.
So it should apply to any product.
And explain why it’s better to work with your business than competitors.
Remove all other Assets
they just clutter up your ads
Click the green dot to the left of assets you want to remove.
Then click Remove.
If you need to create 2 Callouts
Click on Callout in the Upgrade section near the top of Assets page.
Click on the BLUE + CIRCLE.
Add to CAMPAIGN, Edit 2 Callouts and SAVE.
DISABLE AUTOMATED ASSETS
Otherwise Google will add junk to your ads without asking your permission.
Upgraded = All
Click More (3 dots) at the far right mid-page.
Click Account-level automated assets.
Click More (3 dots) at the far right mid-page.
Click Advanced settings.
Every Automated asset on the list should be marked OFF.
If marked On > Click down arrow at right of the asset.
Click the off CIRCLE to turn it BLUE, then Save.
In the Reason box, select (You want to retain more control)
Click Save.
Click left arrow in upper left corner next to Google Ads.
Click X to the right of page title Account-level automated assets.
Now you should only see 2 Callouts on the Assets page.
For more information, go to https://www.richbruns.com/
A Success Story for Running Cost-Effective Google Search Ads
BEST PRACTICES IN 2023
The narrator for this story represents several of my customers who were most successful running cost-effective Google Search Ads with me this year. They worked hard to apply their business expertise and I helped them set up ads efficiently that made them the most money with least effort — Rich Bruns
WHY I CHOSE GOOGLE SEARCH ADS
I had happy customers and a website that worked. I just needed to get new customers to my website. Google Search Ads seemed a natural choice, because I knew that 90% of people use Google Search and I could show people my ad at the same time they were looking for my product on Google Search. And I only paid Google when someone clicked on my ad to see my website.
WHY AN AD AGENCY DIDN’T WORK
I hired an ad agency to run Google Ads for me, but it cost too much. It wasn’t only their agency fees. They ran expensive ads to the wrong people. I spent more time explaining my business and fixing their mistakes than the time it takes to run ads myself.
CAN I RUN ADS MYSELF?
Did I have the skills to set up Google Ads better than a professional ad agency? Did I have the time to learn how? I didn’t have a choice. I couldn’t afford to continue, unless I figured out a way to run ads myself.
SUCCESS !!!
A friend told me that Rich Bruns helped her run ads herself with his step-by-step Google Search Ads Guide and 1-on-1 Zoom sessions. She has worked with Rich for several years.
I signed up for Rich’s Google Search Ad Guide for $79.95 USD and scheduled a Zoom session with Rich to get started. I’m glad I did. I discovered that the Google Ads program is tricky, because Google wants, tempts and constantly warns me to select choices that make Google more money, but cost too much. Rich knows how to find cost-effective settings that are hidden in sub-menus.
In a couple hours on Zoom, Rich and I set up a new campaign together and a couple ads, so I learned how to run more ads the same way myself. Rich showed how to take advantage of precise Google data and my business knowledge. Rich’s method makes it easy to set the Cost Per Click for individual search words, so I beat my competitors by looking at the actual results from precise Google data. Every ad I run shows people the same words they just put into Google Search and why my product is better than competitors for those specific search words. It’s easy to experiment with scientific precision and tightly control Google costs.
THE REVIEW SESSION
After my ads ran, I scheduled a follow up session with Rich. We quickly checked to see that I had set up my new ads correctly. Then, we looked at the actual results for my ads. Precise Google data showed the actual bidding competition for my individual search words. Rich showed how to experiment with my Cost Per Click bids for each of those search words, so I make the most money.
We also looked at the actual words that people put into Google Search, when Google ran my ads. I set up new ads for search words that my desired customers put into Search often that Google ran ads for. Google stopped running any ads for many search words — so I didn’t waste time setting up ads for those search words. We also saw many search words that wasted my money, so we set them up as Negative Keywords — so Google no longer runs ads for them.
COLLABORATION
Rich respects my business judgment. He never touches my Google Ads program. I make all the moves, after Rich explains tradeoffs and how to take advantage of Google program features. We brainstorm ad sales pitches that I know my happy customers like to hear. And my concise, targeted ads are easier to read and more compelling than the other 6 competitor ads that people see on their small cell phone screens.
I DON’T LET GOOGLE TELESALES PEOPLE CHANGE MY SETTINGS
I get pushy emails from Google people saying that I need to have them “optimize” my ads for me. Rich warned me that these telesales sub-contractors only earn sales commissions when they convince people to change ad settings so Google makes more money. I also ignore warnings and costly recommendations in the Google Ads program.
RICH KEEPS ME UP-TO-DATE
Rich keeps his Google Search Ads Guide up-to-date with the Google Ads program. I renew my subscription every year, so I can update my ads myself. Sometimes, I schedule a quick 30-minute Zoom session for $44.95 USD or as much time as I want.
It’s not difficult to run cost-effective Google Search Ads yourself, after you know how.
For more information, go to www.RichBruns.com
How To Set Up Negative Keywords in Google Search Ads
Google has started running ads for search words that are only loosely-related to your carefully-chosen PHRASE MATCH KEYWORDS.
These unchosen search words can waste a lot of money
Because they run ads to the wrong people.
You need to set up these search words as NEGATIVE KEYWORDS
Here’s How to FIND NEGATIVE KEYWORDS
Go to Your Search Campaign > Keywords > Search Terms
SEARCH TERMS are the actual words that people put into Google Search.
Set the Calendar Time Range in the upper right of page
Click Custom
Then, Select the last several months until today
IMPRESSIONS are the number of times that Google ran your ad for the SEARCH TERMS that are shown on each row.
Click Impr. at the top of the Impressions Column to sort that column – Click again to reverse the sort order.
Sort to show the SEARCH TERMS with the MOST Impressions going down the list to the SEARCH TERMS with the FEWEST Impressions.
Work down the list, so you work on the most important SEARCH TERMS first.
And you can remember where you left off, if you are interrupted.
Look for single search words that you never want to pay to run ads for.
Put those single words on a list so you can set them up as NEGATIVE KEYWORDS in the next step.
Don’t select the boxes to the left side of individual SEARCH TERMS.
Don’t select multiple words - Multiple words might not stop running ads for single words – Multiple words might stop running ads for your chosen words.
There may be multiple pages of SEARCH TERMS
At the bottom of the SEARCH TERMS page
Select 500 to show 500 SEARCH TERMS on each page.
Here’s How to SET UP NEGATIVE KEYWORDS
Go to Your Search Campaign > Keywords > Negative Keywords
Select CAMPAIGN LEVEL.
Click the BLUE + CIRCLE to add NEGATIVE KEYWORDS.
Add only one word on each line with double quotes, for example “word”
Click ENTER/RETURN to enter the next line.
Click SAVE at the bottom of the page.
The list should have only one word per line labeled as a PHRASE MATCH.
Google will not run ads in Your Search Campaign, if that single word occurs anywhere in the Google Search box.
Every NEGATIVE KEYWORD can save you money.
For more information, go to www.RichBruns.com