In this instructional video, the speakers discuss how to optimize search advertising by first clarifying the three core objectives of a search ad: capturing the attention of the right searchers, encouraging them to click, and delivering them to a landing page and offer that matches their intent so they can convert. They stress that ad copy cannot change a user’s search intent; if the ad is shown for the wrong keywords, even the best copy won’t prevent wasted spend on bad traffic. Therefore, ensuring the ad appears for the correct search terms and that the landing page aligns with the promised headline is essential. The segment concludes with a promotional claim that the presenters have generated over $50 million in revenue for clients using Performance Max campaigns and are offering a free practical course to share that knowledge.
Chapters
What's the purpose of your search ads? What do they need to do and how can we start to optimize them around achieving those objectives? Well, number one is they need to get the attention of people searching for whatever term that we're trying to hit. So if you're trying to hit accounting in San Francisco, they need to get the attention of that person. And then second thing they need to do is they need to get that person to click on the ad. Now the third thing, which does come more into play once you're already getting traffic, but obviously is super important for your end result, and that is the ad needs to get that person or sort of prime that person to convert on the page and ultimately the ad needs to send them to an offer that matches what was promised in the ad headline and that also matches what they're originally searching for. Now there is something that your ad shouldn't be doing and actually can't do and that's change the intent of the person that's searching. If you're hitting bad traffic, no quality of ad, no incredible ad copy is going to save you from sending the wrong people to your site if that ad's being shown to the wrong people in the first place. So again, you need to make sure obviously your ads getting a click through rate that it's compelling, that it is safe, and sending people to a page that's going to match the intent of what that person's looking for. We need to make sure that the ad is being shown to the right people in the first place, that the term that you're being shown your ad in front of is actually the type of term that you want to send to your site.
We have generated over $50 million in revenue for our clients using Performance Max campaigns. We decided we're going to download our knowledge of Performance Max campaigns into a free, easy, practical course and just give it away to the community. Go grab this free course and I'll see you ins. But.
