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Jason Rothman - https://rothmanppc.com/
Chris Schaeffer - https://www.chrisschaeffer.com/

Show Notes:
This week it's another Q&A episode with some great questions from our listeners about the correlation between maximizing conversions and high CPC, the value of long-tail keywords, how the presence of different match types of the same keywords may affect the ad group, reducing the damage of "other search terms," and tips for breaking into an industry with an extremely high average CPC.

(3:44) Q: I’ve got a small lead gen campaign running on manual CPC using ad group bid levels that has been running well for 45 days. I made the move to maximize conversions without setting a target CPA. Only 2 days in and conversions are going well, but the CPC has gone crazy high. Is this to be expected?

A: Yes, it is to be expected. You need to have a solid number of conversions. Try experimenting as a way to test without regret. If you wanted to go automated, try a  click strategy with a  max CPC bid limit. 

(15:30) Q: When I choose keywords I often type in phrase match and exact match. Should I be tapping into longer tail keywords? The short tail phrase is often of higher value than the long tail. Can I settle with this approach, or do I need to pause the short tail phrase and add in the long tail search terms I’m seeing as keywords to give them a chance to perform?

A: Leave the long-tail keywords (defined as more than 3 words) alone. Start with simple phrase match and gather data, then make decisions about how to get better-qualified searches and isolate them. If you're using manual, add those searches as keywords and pull down bids on the short tail and up on the long tail. 

(25:04) Q: I’ve got a mixed bag of keyword types in my ad groups. Is it okay to have the same keyword in the same ad group but in different keyword match types? How does the presence of the different match types of the same keywords affect the ad group, if at all? 

A: Phrase and key match hardly affect things at all. Keep broad versions of keywords in different campaigns so you can control the budget. 

(32:34) Q: How can I reduce the damage of “other search terms?”

A: There’s nothing you can do about it, so it's best not to worry about other search terms. The percentage varies a lot by industry with the highest being searches that contain personal information.  

(42:38) Q: How do I break into a niche/industry that has an extremely high average CPC?

A: Try using broad keywords, you might be surprised. The quality might look awful, but you might get conversions. If your daily budget is too small compared to the average in the industry, things won't run as smoothly. Try running a few days with a bigger daily budget. Have patience. 

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