full

Best Google Ads Tips & Tricks From the LinkedIn Google Ads Guru, Cory Lindholm

Kasim features the LinkedIn Google Ads Guru he's stealing content from- Cory Lindholm! Watch this video where Kasim confesses his guilt while Cory calls us out on what we got wrong with Performance Max.

As Google Ads keep rolling out changes in Performance Max, many advertisers just want to call out Google, start a fight and go against the updates. But what do the Google Ads Gurus say about this?

We asked one who's been running Google Ads since 2016, Cory Lindholm. And this is what he said - STOP FIGHTING Google Ads, get ahead of the curve by getting on board with PMax and automation.

Cory is the LinkedIn Google Ads Guru. He's been a Paid Search Freelancer & Agency Consultant since 2016. He helps companies maximize profits from search engine advertising platforms using advanced spreadsheets, Python, Javascript, SQL, and analytics software to turn business data into digital marketing ROI.

Listen to this episode to learn more about his thoughts on the everchanging world of Google Ads, his tips, tricks, and theories to help you grow your business to the next level, and more:

Get on board with automation

-Why you should cultivate a relationship with Google reps but shouldn't take their advice

-Is exact match search prioritized over PMax?

-Why you should reach out to other traffic channels

-Cory's theory on how Microsoft Ads is stealing market share from Google Ads

00:00 Intro | Best Google Ads Tips & Tricks from The LinkedIn Google Ads Guru, Cory Lindholm

00:51 About Cory Lindholm

04:17 Knowledge gaps at Solutions 8

07:29 Cory's Google Ads Tips & Tricks for eCommerce

08:35 Get on board with PMax!

11:46 The campaign to run with Performance Max

13:49 Do you want to work with the best Google Ads agency on the planet?

14:52 Catching Google's lies

19:01 Why we cut out Bing Ads (Microsoft Ads)

23:30 Why Cory is the Google Ads Guru on LinkedIn

25:11 The only way you can fight against the machines


Cory Lindholm on LinkedIn: https://www.linkedin.com/in/corylindholm



This ULTIMATE GUIDE gives you EVERYTHING you need to know about how to set up, build and optimize your Google Ads Performance Max campaigns: https://sol8.com/performance-max/


🤖🦾🦿 The Ultimate Guide to Google Ads Performance Max for 2022 (Part 1-3): https://youtu.be/oXoFn7dUvL8

https://youtu.be/_mOv9_qrtpg

https://youtu.be/syadgcDVntU


Want to learn more about Google Ads Performance Max? Here's the link to all our PMax guide videos:

https://youtube.com/playlist?list=PLp...


🧐 Do You Have What It Takes to Be John Moran’s Right Hand? If So, We Need Your HELP! https://youtu.be/4Kcf-IHVbAw


🔎 Other Job Opportunities at Solutions 8 - Client Managers, Google Ads Specialists, and Strategists:

https://youtu.be/9TziUBrF_hs

Apply here: https://sol8.com/apply/


👉 Do you want to be featured on Daily Google News? Do you have epic value you can offer our audience? You can pitch your idea here: https://sol8.com/pitch/

-------------------------------------------------

👉 Get our latest content every Monday, straight to your inbox. Sign up for our news “Traffic Ahead”: https://sol8.com/newsletter/

--------------------------------------------------

Get the latest updates, expert tips, best practices, and PROVEN Google Ads strategies every single day. Subscribe here: https://www.youtube.com/channel/UCKuk...

--------------------------------------------------

👉 Want to become a Google Ads expert?

We've demystified how Google works, and laid out everything you need to know in Google Ads–from scratch!

Learn how to build, launch and manage high-performing Google Ads campaigns in our STEP-BY-STEP Google Ads Course: 👉 https://youvsgoogle.com/

--------------------------------------------------

Solutions 8 is a global authority in the Google Ads space and one of the world's leading PPC agencies.

Our YouTube channel is dedicated to sharing our most effective marketing strategies to help you achieve your business goals.

--------------------------------------------------

👉 WOULD LIKE TO SCALE AND GROW YOUR BUSINESS WITH PPC?

Sign up for a FREE Action Plan today: https://bit.ly/sol8-home

⬇️️ You can find us here ⬇️️:

Website: https://bit.ly/sol8-home

Twitter: https://twitter.com/solutions_8

Facebook: https://www.facebook.com/solutions8llc

Transcript
KASIM:

Dude, I've been stealing your content more than I care to admit.

KASIM:

And I've been a member of you guys for a while.

KASIM:

So I saw the video and I was getting hit up on Upwork and stuff

KASIM:

and saying like, man, I saw your YouTube videos, like solutions.

KASIM:

A the stuff that you put out is, is rock solid.

KASIM:

That thing just amazing, really like it'ss.

KASIM:

Crazy, but the amount and it's actionable.

KASIM:

It's, it's real needy specific.

KASIM:

Well, you're a really a concept creator, but I also think you're an idiot, like

KASIM:

reach chat to your reps about betas.

KASIM:

I ignore the Google reps.

KASIM:

Like they're my, in-law try to get ahead of the curve.

KASIM:

Like with PAX, don't wait three months until it's gone start testing it.

KASIM:

Now it's the cheapest it's ever been.

KASIM:

Now is the cheapest it will ever be ever.

KASIM:

It's only ever gonna get more expensive.

KASIM:

Right?

KASIM:

That's the way these things work.

KASIM:

Hello, and welcome to your day to Google news.

KASIM:

I'm KA.

KASIM:

And this is Corey.

KASIM:

Corey, how do I say your last name?

KASIM:

Lin home Lin home.

KASIM:

It's it's Swedish.

KASIM:

Yep.

KASIM:

Awesome.

KASIM:

Have you been to Switzerland?

KASIM:

Not yet.

KASIM:

I'm actually going in September though.

KASIM:

All right, dude, my wife and I are, we were gonna go and COVID killed the dream.

KASIM:

What are you going for?

KASIM:

Yeah, that happened to me in 2020.

KASIM:

I was all ready to go and then COVID came along.

KASIM:

Well, I'm a digital nomad, so I'm one of those weird guys that is constantly in a

KASIM:

new place and just loving the lifestyle.

KASIM:

So yeah, I'll be I traveling there for about a month.

KASIM:

So we have some close friends from there.

KASIM:

And what they told us is there's, there's German, Swiss,

KASIM:

French Swiss, and then Italian.

KASIM:

And you have to like pick it's like a gang war and you have to decide

KASIM:

whose side you're gonna be on.

KASIM:

So where are you going?

KASIM:

Well, depends on where the the good beer is.

KASIM:

That's gonna be one determinant for sure.

KASIM:

Okay.

KASIM:

That's probably the German Swiss stereotyping.

KASIM:

Yeah.

KASIM:

no, you're probably.

KASIM:

No, I'm one of these guys that like to not have too many, like

KASIM:

structured plans when I'm traveling.

KASIM:

I like to kind of feel it out.

KASIM:

I feel like you get a better vibe of the culture and stuff.

KASIM:

So that's the, digital nomad of me the geeky Tim Ferris side of me.

KASIM:

But yeah, man, I'm looking to fill it out.

KASIM:

I'm gonna be in the major cities and then I'm gonna head down more south

KASIM:

towards Italy and Spain after that.

KASIM:

That's very cool, man.

KASIM:

Good for you.

KASIM:

Thank you.

KASIM:

The Swiss are a whole nation of prepp.

KASIM:

Yeah, it's unbeliev.

KASIM:

Like they have, they have enough nuclear bunkers to house their entire

KASIM:

population, plus an additional 20%.

KASIM:

They all have automatic weapons under their bed and trained to use 'em.

KASIM:

They've got I've done like in intense amounts of research on this sounds like

KASIM:

they don't have a golden visa program.

KASIM:

So I can't, get Swiss citizenship anyway.

KASIM:

Not why we're here.

KASIM:

So of all first half the audience.

KASIM:

Yeah, I know.

KASIM:

Everybody's like, and they just got real creepy, real quick.

KASIM:

Dude, I've been stealing your content.

KASIM:

More than I care to admit.

KASIM:

And not intentionally, I was telling you this before the call started, my

KASIM:

team has , a thread in slack where we just like drop cool stuff that we learn.

KASIM:

And usually it comes from a lot of different, , sources, but your,

KASIM:

LinkedIn feed, , it got shot up a couple of times and I was

KASIM:

starting to shoot videos around it.

KASIM:

Then I started to feel guilty.

KASIM:

So I don't remember.

KASIM:

How did, did I reach out to you or did I just mention you in the.

KASIM:

You mentioned me on the video and I've been a member of you guys for a while.

KASIM:

So I saw the video and I was getting hit up on Upwork and stuff and saying

KASIM:

like, man, I saw your YouTube video.

KASIM:

I was like solutions eight and sure enough.

KASIM:

Yeah.

KASIM:

Then I saw your video from that.

KASIM:

That's super cool.

KASIM:

So, first thing, if you're watching this, you have to go follow Corey on LinkedIn

KASIM:

because, and I did, I really mean this.

KASIM:

Like, the stuff that you put out , is rock solid.

KASIM:

Thank you.

KASIM:

Thank you.

KASIM:

Just amazing.

KASIM:

Like, honestly, I don't know where you find the time yeah.

KASIM:

That is a trick.

KASIM:

Yeah.

KASIM:

Really like it's crazy, but the amount and it's actionable,

KASIM:

it's real media, right.

KASIM:

Specific.

KASIM:

So, , whatever it is that you're doing, you're obviously doing it right.

KASIM:

Really appreciate it.

KASIM:

And I'm not going through the LinkedIn feed.

KASIM:

Very well shown a lot of the stuff that you like.

KASIM:

I wanna show the stuff that you've created.

KASIM:

Yeah.

KASIM:

But somebody like go follow Corey now and what I really liked, and

KASIM:

this is gonna sound so arrogant.

KASIM:

I actually agree with what you have to say.

KASIM:

Right.

KASIM:

, like there's some thought leaders out there that are producing like an intense

KASIM:

amount of content, but I'm like, well, you're a prolific content creator,

KASIM:

but I also think you're an idiot.

KASIM:

Like you're a super sharp cat and , you've figured out some things in PAX that

KASIM:

we had to figure out the hard way too.

KASIM:

Mm-hmm and that, like I said, I've stolen stuff from you.

KASIM:

So I think you've got really solid thoughts and ideas and because

KASIM:

you've been a part of the channel here's I wanna put you on the spot.

KASIM:

Mm-hmm where am I wrong?

KASIM:

Like, where are my knowledge gaps.

KASIM:

If somebody's been, , watching, listening, paying attention to us, where would

KASIM:

you say like, Hey, solutions, data is great, fine pander outta the way.

KASIM:

Where do we suck?

KASIM:

Well, you don't suck anyway, you guys are amazing.

KASIM:

He has some great staff, but I will say when you guys came out,

KASIM:

I know John was pushing this too.

KASIM:

And I talked to him on email about this as well.

KASIM:

He was like maximize conversions.

KASIM:

And I was like, oh man, That was the alert of the hardwood.

KASIM:

I tried it too.

KASIM:

I tested about 50 50 on my accounts, especially my multimillion accounts.

KASIM:

Like I really wanted to push that and it made sense logically, but , Google

KASIM:

ads is not all logical, unfortunately.

KASIM:

Right.

KASIM:

And of course, a lot of that was just pushing those sort of

KASIM:

lower AOV products and, yep.

KASIM:

That was kind of the most common complaint.

KASIM:

I'm sure you guys saw it as well.

KASIM:

And talk about long term optimization that becomes the trick.

KASIM:

The client go, how do we push these bigger guys?

KASIM:

I've got clients that, , got multi thousand dollar products, and then

KASIM:

they've got those 50, 60 AOVs.

KASIM:

How do we get all the 50 sixties to be, optimized, but obviously how do we

KASIM:

get those more expensive products sold?

KASIM:

So that was the tricks.

KASIM:

That was the one big thing.

KASIM:

I was like, eh, , I mean, they'll learn just like I did.

KASIM:

earn the hard way.

KASIM:

That's exactly what happened.

KASIM:

We ran, two sets of horses, right?

KASIM:

And it was maximized conversion, maximize conversion value and all

KASIM:

the maximized conversion campaigns.

KASIM:

They, they all spiked quick.

KASIM:

Right?

KASIM:

And you're like, oh, well obviously we'll go this way.

KASIM:

But then, , then afterwards you're like, well, now there's nowhere to go.

KASIM:

Right.

KASIM:

And we're sorry, we made a mistake backpedal.

KASIM:

Exactly.

KASIM:

That's really fun.

KASIM:

That's part of the game though.

KASIM:

I mean, I've been in this long enough, , when Google ads was like

KASIM:

that green ugly thing and like no one knew where to find search terms.

KASIM:

Like I've been doing.

KASIM:

A while.

KASIM:

And that's always this, I mean, you have to fail fast.

KASIM:

You have to try it.

KASIM:

I'm just like John, in the sense of just, you gotta break it, man.

KASIM:

You gotta break it and figure it out.

KASIM:

Don't just follow what Google tells you.

KASIM:

Don't just follow what your guru tells you.

KASIM:

Look at different people.

KASIM:

Look at what guys out there in the field that are actually doing it

KASIM:

and not just putting out courses.

KASIM:

What are they trying?

KASIM:

Try it yourself, test it in your own accounts.

KASIM:

It's the only way really succeeded this dude.

KASIM:

So I, we needed to cut everything that you just said down to like a

KASIM:

soundbite and just play that on, repeat for people because there's,

KASIM:

there's the perpetual student.

KASIM:

And for so many of 'em I'm like just go out and give it a shot.

KASIM:

Yes.

KASIM:

And here's, what's really interesting is you're gonna learn so much

KASIM:

from that so much more than you're gonna learn from every guru and

KASIM:

every course that you'll ever buy.

KASIM:

Absolutely.

KASIM:

So open up Google ads spend a little bit of money.

KASIM:

I know it's nerve-wracking and terrifying, right?

KASIM:

You've got more of a, a bend towards e-com that's correct.

KASIM:

More or less.

KASIM:

Yeah, for sure.

KASIM:

I've done it all.

KASIM:

Whether it's app only all lead gen giant B2B, , enterprise stuff, whatever it is,

KASIM:

but Eileen definitely more towards e-com.

KASIM:

It's where I find my.

KASIM:

Sort of unique style.

KASIM:

And honestly, that's just where Google ads shows a lot of

KASIM:

preference or features to things.

KASIM:

So for me, it's all about like focusing on where I can get

KASIM:

the most value for the client.

KASIM:

I, that sounds cliche, but that's really my thing.

KASIM:

So for me, e-comm I can provide the most value.

KASIM:

It doesn't require as much client sort of reciprocation, right?

KASIM:

They don't have to constantly be cranking out new stuff.

KASIM:

You don't have to do any work.

KASIM:

Write another article, please.

KASIM:

We need something.

KASIM:

We just for gated content to get some first party data.

KASIM:

And it's just, it's a big ask for a lot of clients out there.

KASIM:

So E.

KASIM:

I really love it.

KASIM:

I found a lot of success there.

KASIM:

Yeah.

KASIM:

That's great.

KASIM:

So I'm gonna ask you for something that's wild breach of etiquette,

KASIM:

but give us all your secrets.

KASIM:

Like, are the e-com clients watching this?

KASIM:

What should they be doing?

KASIM:

What are you excited about?

KASIM:

What are the gold nuggets?

KASIM:

Well, I mean, that's pretty loaded, right?

KASIM:

So I mean, there's a lot that can be done.

KASIM:

I think one piece of it is you gotta find somebody that.

KASIM:

Knows what they're doing after.

KASIM:

So usually when you hire them, you're thinking this guy sounds like

KASIM:

he knows what he's talking about.

KASIM:

He or she,, I think this agency knows what they're talking about.

KASIM:

You gotta give it that, first month.

KASIM:

I always say avoid those.

KASIM:

If you can try to avoid those guys are trying to lock you in for

KASIM:

year long contracts, it's gonna be dependent, , but there's a

KASIM:

reason they're doing that, right?

KASIM:

I mean, most retention, I think the last report was something like six months is

KASIM:

three to six months, three to six months.

KASIM:

Six is high three to six months from house.

KASIM:

There you go.

KASIM:

And like, for me, mine's I think at this plus I show was like

KASIM:

15 months, something like that.

KASIM:

Like my guys, they stick with me.

KASIM:

You winning.

KASIM:

I love it.

KASIM:

There you go.

KASIM:

like two months.

KASIM:

It's nothing.

KASIM:

So honestly you gotta be first off cognizant of who you're working with.

KASIM:

You gotta like them.

KASIM:

You gotta like the personality.

KASIM:

I think that's a big piece, but as far as like golden nuggets, I mean,

KASIM:

on one thing, the biggest thing that's really top of mind relevant.

KASIM:

Get on board with PAX, get on board with automation.

KASIM:

That was gonna be my question.

KASIM:

So you are all on, on PAX, right?

KASIM:

Like there's no absolutely.

KASIM:

I mean, look, Google's not giving us a choice and I think the longer you

KASIM:

fight that I still get people going.

KASIM:

, Hey, well, should I just stick with smart shopping as long as I can.

KASIM:

It's like, why?

KASIM:

I mean, it's already going away and not gonna have all of your smart shopping

KASIM:

campaigns upgraded , pretty much.

KASIM:

Yeah.

KASIM:

Well the ones that I'm managing or , that I kind of, if I consult

KASIM:

and do an audit for sometimes, , I'll see people that start still doing

KASIM:

that as best they can, which is basically just keeping PAX, untouched.

KASIM:

Which is, I would not recommend that strategy, but get on board.

KASIM:

I mean, look, if you've been doing this long enough, you realize

KASIM:

you can't fight the machine.

KASIM:

Right?

KASIM:

Google has they're they're going after where they're going.

KASIM:

After we, as advertisers and business owners are going after what we are after

KASIM:

to recognize those differences and get on board with where Google's going and then

KASIM:

just figure out ways to break that and kind of rebuild and, and make it better.

KASIM:

, I see all the time I see these giant e-com accounts that are like,

KASIM:

look, I don't know where to scale.

KASIM:

I know where the opportunities are.

KASIM:

I wanna bring you on.

KASIM:

I know you've been doing this a long time.

KASIM:

I get in the account, everything's on manual bidding and it's like, and there,

KASIM:

and there are hundreds of conversions, valuable conversions a month and I'm

KASIM:

going well, I think we found the win here.

KASIM:

yeah, right away.

KASIM:

It's not always the case, but it's things like that.

KASIM:

Trust it a little bit.

KASIM:

I'm not saying just drink the Koolaid of Google and just do full broad match and.

KASIM:

, do automated bidding completely.

KASIM:

There are exceptions to the rule as anything, but honestly, yeah.

KASIM:

Get on board.

KASIM:

Do the best that you can to recognize where Google is going as a company.

KASIM:

And try to jump on board as an advertiser and try to get ahead of the curve.

KASIM:

Like with PEX, don't wait three months until it's gone start testing it.

KASIM:

Now it's the cheapest it's ever been.

KASIM:

Now's the cheap it will ever be ever.

KASIM:

It's only ever gonna get more expensive.

KASIM:

That's the way these things work.

KASIM:

Yeah.

KASIM:

Yes.

KASIM:

So be willing to fail, be willing to try it.

KASIM:

It's like when discover campaigns came out, a lot of businesses are like,

KASIM:

well, it's the difference between display and that I don't really see

KASIM:

the value and it's like, let's try it.

KASIM:

And of course the guys, we tried, it didn't always work for everybody,

KASIM:

but you just gotta try the new thing.

KASIM:

Try the be.

KASIM:

Reach out to Google reps.

KASIM:

If you don't have access to betas, you're not a premier partner

KASIM:

reach out to them regularly.

KASIM:

Just, Hey look, is there any betas we can try out.

KASIM:

It may not be a good fit for you, but just reach out, see what's available out there.

KASIM:

I think that's a big thing that people are definitely missing.

KASIM:

And dude, there is a golden nugget right there.

KASIM:

What you just said, I ignore the Google reps.

KASIM:

Like they're my in-laws.

KASIM:

Yeah, me too.

KASIM:

Usually.

KASIM:

Yeah.

KASIM:

And they've gotten sneaky, like, , it used to be that they would just email

KASIM:

and then they started to email and call.

KASIM:

I've gotten hit up on LinkedIn and messenger.

KASIM:

. I don't know how they're incentivized.

KASIM:

But they're clearly incentivized to get in front of you.

KASIM:

But I like what you're saying, because you're absolutely right.

KASIM:

All the betas that we've ever had access.

KASIM:

Now we have, there's the low end Google reps that don't really work for Google.

KASIM:

They work for like T tech or, but then there's like the high end Google

KASIM:

reps that get assigned to high spend accounts, all the betas we've ever had

KASIM:

access to come from the Google reps.

KASIM:

Right.

KASIM:

So if you're watching this.

KASIM:

There is a good reason to go cultivate a relationship with a Google rep.

KASIM:

Don't take any of their advice, dear God.

KASIM:

No, dear God.

KASIM:

Don't do that.

KASIM:

Yeah.

KASIM:

That's really funny.

KASIM:

So talk to me about the campaigns you run around PEX mm-hmm cause there's

KASIM:

PEX, which, you know, , you're for us.

KASIM:

PEX is center lane.

KASIM:

It sounds like PEX is center lane for you.

KASIM:

But we do a lot on the prefaces.

KASIM:

What are you doing on the prefaces and in what context and why?

KASIM:

Yeah, it's interesting.

KASIM:

So DSA seems to be the one that speaks to PMAX the most

KASIM:

from my, you say nicely, right?

KASIM:

They play really nicely.

KASIM:

So that's a big opportunity if you've been running it a couple of weeks,

KASIM:

it's, , whether or not it's doing well or not, it's, definitely worth a try.

KASIM:

If you don't have the spend, that's where it gets tricky.

KASIM:

If you don't have the spend to add on DSA, but look at other ways to find that , if

KASIM:

it's Facebook ads, Instagram ads, maybe you're throwing a little bit at Pinterest.

KASIM:

Try to allocate a little bit more to DSA.

KASIM:

I find, , 50 50 with broad match versus DSA.

KASIM:

I like to test both of them.

KASIM:

See what works better.

KASIM:

The DSA.

KASIM:

I generally find at least in the E eco space to work a lot better.

KASIM:

Look, we're not gonna think of every keyword.

KASIM:

As account manager or business owners trying to do this in your spare time, you

KASIM:

don't have time to like think of every search term that's ever gonna come out

KASIM:

and constantly be doing that analysis and checking some rush for , new keywords.

KASIM:

It's not the best use of your time.

KASIM:

Utilize the automation, utilize the DSA.

KASIM:

, don't just over focus on building more exact match keywords.

KASIM:

That's not always the right strategy.

KASIM:

So that's something I see kind of missed quite often.

KASIM:

So DSA watch those search terms, see how they interact with PAX.

KASIM:

I'll see DSA do good for a while for certain search terms and then PAX seems to

KASIM:

steal it, which is what PAX kind of does.

KASIM:

Right.

KASIM:

Which is great.

KASIM:

And I heard your guys' strategy too on build a branded campaign.

KASIM:

Not in there.

KASIM:

So it intentionally steals from it.

KASIM:

I love that.

KASIM:

Yeah.

KASIM:

Just take it, man.

KASIM:

Yeah.

KASIM:

So it's to gotta do it works.

KASIM:

So I like DSA obviously branded goes well with it.

KASIM:

You gotta do, this is like my opinion, but I think honestly,

KASIM:

you gotta do display remarketing.

KASIM:

If not YouTube remarketing, you got quality assets and you're willing

KASIM:

to keep those videos refreshed.

KASIM:

It's a good.

KASIM:

Quality video, brand story, et cetera.

KASIM:

Go ahead and try that as far as remarketing and then get

KASIM:

some display going as well.

KASIM:

Again, if you have solid assets, if not, just get whatever you can

KASIM:

do, do a little bit of display remarking to help support PAX.

KASIM:

PAX is not focused on remarketing.

KASIM:

Like smart shopping is.

KASIM:

This is not a glitch.

KASIM:

I'm interrupting the video you're watching because I need to remind

KASIM:

you that I'm always looking for people to join our team.

KASIM:

So if you're passionate about Google ads and you wanna work with the best

KASIM:

Google ads agency on the planet, please go to so late.com/apply.

KASIM:

Speaking of working with the best Google ads agency on the planet, if you're having

KASIM:

trouble with Google ads and you want professional help, that's what we do.

KASIM:

You can go to.

KASIM:

So lake.com that's S O L eight.com to apply for your

KASIM:

free no obligation action plan.

KASIM:

And if I've given.

KASIM:

Any level of value at all.

KASIM:

Maybe think about giving me a thumbs up and society to our channel.

KASIM:

That's how we choose the YouTube algorithm.

KASIM:

So they actually know that I know what I'm talking about.

KASIM:

If you have questions, comments, concerns, or confessions hit

KASIM:

me below in the comments.

KASIM:

And now back to your regularly scheduled program.

KASIM:

dude, you just gave a masterclass right there.

KASIM:

I'm gonna repeat what I heard.

KASIM:

We're running PAX center lane alongside of that, you're gonna run

KASIM:

DSA and that's gonna be an exploratory campaign that you're using in order

KASIM:

to find out where else you can expand.

KASIM:

And not just necessarily in PAX, because you can use DSA to expand in other areas.

KASIM:

Right.

KASIM:

We're running display remarketing, YouTube, remarketing, if applicable, if

KASIM:

you have the assets, which I agree with by the way, because video assets are tough.

KASIM:

Yeah.

KASIM:

Then what else did you say?

KASIM:

Oh, here's my question.

KASIM:

Search.

KASIM:

Google says which.

KASIM:

The beginning of all lies, right?

KASIM:

Google says, Google says that that exact match search is prioritized

KASIM:

over PMX and then PM PMAX seems to be prioritized over everything.

KASIM:

Have you seen PMAX deal from exact match?

KASIM:

No, that is not true at all.

KASIM:

Right.

KASIM:

What is I prove that why lie to over and over again?

KASIM:

That's what I'm saying.

KASIM:

Like I saw the documentation.

KASIM:

I got the slides you guys got.

KASIM:

No, that's not the case, man.

KASIM:

If you could just look at branded traffic and you can watch your branded

KASIM:

search campaign compared to your PAX.

KASIM:

It's not gonna prioritize your exact match keyword.

KASIM:

I would've loved that cuz it gives us a little bit of control right.

KASIM:

In like the cross pollination of across campaigns.

KASIM:

But that does not seem to be the case.

KASIM:

So I don't know if they're lying, but doesn't oh, they're absolutely seem

KASIM:

to be the case across all Mike . Yeah.

KASIM:

So it's just like, , I just feel abused, you know what I mean?

KASIM:

It feels so abused by Google and I just keep coming back too.

KASIM:

It's right.

KASIM:

There's nowhere else to go.

KASIM:

Yeah.

KASIM:

Yeah.

KASIM:

It's I don't know.

KASIM:

Every time they roll anything out, the thing that's really pissing me

KASIM:

off, to be honest with you is the fact that we don't have negatives.

KASIM:

Yeah.

KASIM:

Because I know it exists.

KASIM:

And you can ask your Google rep to add negative.

KASIM:

Like it's, there's a button out there that would be like enable negatives for users.

KASIM:

I don't understand.

KASIM:

Maybe I'll ask you, like, why would Google hold that back?

KASIM:

What's the point?

KASIM:

Well, I think, , Casa, I know, , they don't want us to mess

KASIM:

up their beautiful algorithms.

KASIM:

Right, right.

KASIM:

They so Google internally, right?

KASIM:

If you listen to like Frederick valets and guys like that who have

KASIM:

worked inside of Google, it's all about like, , let's not perfection.

KASIM:

Get in the way of starting something.

KASIM:

We have to remember that when we think about new Google features,

KASIM:

new beta rollouts, these are engineer minded technicians, right?

KASIM:

These are guys that are putting out new features.

KASIM:

Making sure.

KASIM:

It's just right.

KASIM:

They're gonna just put it out there and see what happens.

KASIM:

And that's not always gonna be , this perfect be.

KASIM:

So you gotta consider that because they are more, the

KASIM:

mindset of let's get it out there.

KASIM:

Let's get some data back, which is kinda like what we do as advertisers.

KASIM:

And then we will optimize from there, but we can't go into

KASIM:

these new things and expecting they're gonna be great right away.

KASIM:

There's gonna be tons of features, which do the PAX, for example,

KASIM:

being rolled out, I think there's over a hundred that are coming.

KASIM:

So this is a great example, but I think as far as a mindset, that's important.

KASIM:

I know every Google rep I talk to is different.

KASIM:

I've been to shut down over and over by some that we don't have that we

KASIM:

don't have negative keywords for PAX.

KASIM:

I'm like, I literally just copy pasted an email.

KASIM:

Yeah.

KASIM:

For other people you said that's totally fine.

KASIM:

I got it.

KASIM:

I've even had one tell me that they can do placement exclusions and then , no

KASIM:

other rep has ever told me that before.

KASIM:

So I wonder I Don.

KASIM:

I don't know if it's always like, they all had the same information.

KASIM:

Doesn't seem to be the case.

KASIM:

I had a conversation with somebody about placement exclusions instead of PAX.

KASIM:

I'm trying to remember who it was right now.

KASIM:

It wasn't Fred.

KASIM:

But I heard the exact same thing.

KASIM:

Like, oh, placement exclusions are available.

KASIM:

No, they're not.

KASIM:

No, they're not . Yeah.

KASIM:

So, oh, and I will say just to tag onto like other opportunities, like

KASIM:

where do you go outside of Google ads?

KASIM:

Super underrated.

KASIM:

I know you guys mostly do Google ads, but I, I imagine you might

KASIM:

touch on some Microsoft ads.

KASIM:

Super underrated for e-comm.

KASIM:

If you guys aren't hitting a little bit of Microsoft ads, even if it's

KASIM:

just like autopilot importing, it's not how I'd recommend doing it, but

KASIM:

just like I have some bare minimum.

KASIM:

There you go.

KASIM:

if you can just do that.

KASIM:

I mean, I have seen crazy results for Microsoft ads and I'm not gonna like die

KASIM:

on the hill of saying Microsoft's gonna like change your business overnight.

KASIM:

It's not, but if it can get you an extra 20% of revenue.

KASIM:

Because it's a certain demographic it's people that it's usually an

KASIM:

older demographic it's people that are just using the browser that came

KASIM:

pre-installed in their computers.

KASIM:

You don't wanna miss those people by not putting some advertisements out there.

KASIM:

So if you're doing, , generally pretty well on Google, don't try, don't miss that

KASIM:

opportunity of expanding on a Microsoft.

KASIM:

ADSM grabbing a few sales here and here here and there.

KASIM:

So that's great.

KASIM:

So this is shameful to admit, but I'm just gonna admit it because

KASIM:

I'm an open door more or less.

KASIM:

I absolutely agree with you with Microsoft ads.

KASIM:

You've heard me say this before we had this, this insanely high performing

KASIM:

well estate investment campaign account business for seven years, I was in every

KASIM:

major MSA and what I never told anybody at the time, but what I'm gonna say

KASIM:

now is Microsoft was a huge chunk of that because nobody, everybody was, , I

KASIM:

mean like tooth and nail at Google is CPCs and Google could be four, 500

KASIM:

CPCs Microsoft for like eight bucks.

KASIM:

It was UN it was unbelievable.

KASIM:

Yeah.

KASIM:

, the reason we cut out B.

KASIM:

It was just a process issue.

KASIM:

Yeah.

KASIM:

Because I, , I've got 200 clients and so, , managing two different

KASIM:

ecosystems, it's just near impossible.

KASIM:

So dude, I think Facebook is more viable than it's ever been because

KASIM:

if iOS 14, it's like, it's now actually relatively blue ocean.

KASIM:

A lot of bullshitters got burned off.

KASIM:

I think Bing is.

KASIM:

Ultra, I think CTV, like there's a ton of really viable places to go for traffic.

KASIM:

Yeah.

KASIM:

But from a, because I just have this monster, a like 200

KASIM:

clients is a monster agency.

KASIM:

Yeah.

KASIM:

20, 30 clients is big 200 clients is just like, it's just, it's

KASIM:

too big for me to we're just on this great big LA Levi of a ship.

KASIM:

And I I've gotten super deep.

KASIM:

But if you're a smaller agency dude, I love it.

KASIM:

I'm really, I am really.

KASIM:

If you're a smaller agency or a nimble freelancer, like you should absolutely

KASIM:

be reaching out to other traffic channels because the influence is unbelievable.

KASIM:

Right.

KASIM:

And as a freelancer, talk about upsell opportunities.

KASIM:

I mean, look, it's not just for you, like the client's

KASIM:

gonna benefit from it as well.

KASIM:

And you're gonna get some experimental data that you can then

KASIM:

inform your Google ad strategy.

KASIM:

If you wanna put 90% of your spend on Google.

KASIM:

Keep in mind, Bing's gonna have different insights that are not gonna be available

KASIM:

on Google, whether that's the granularity of search terms that can kind of give

KASIM:

you a heads up as to those hidden search terms that Google isn't showing you.

KASIM:

Right.

KASIM:

It's an extra place to find more insights.

KASIM:

And yeah, I think for B2B companies, they have specific

KASIM:

features that are just for them.

KASIM:

It's not a bad idea to at least get some spend going on there.

KASIM:

No, cause Microsoft, those linked.

KASIM:

So the B exactly question with LinkedIn, the, the segmentation that Microsoft has

KASIM:

from LinkedIn is actually really powerful.

KASIM:

Right?

KASIM:

I have a theory.

KASIM:

This is a theory costume.

KASIM:

Okay.

KASIM:

So, so bear with me.

KASIM:

This is my conspiracy hat on a little bit.

KASIM:

If I'm Microsoft, I'm trying you're on the right show, bro.

KASIM:

This is what we do here.

KASIM:

So how do we steal some market share from Google ads rather than

KASIM:

just doing what we're doing now?

KASIM:

Just literally like copying whatever Google does now they're

KASIM:

trying to figure out how to do PAX.

KASIM:

I don't know how they're gonna do that.

KASIM:

Right.

KASIM:

But I'm sure they're working on that.

KASIM:

Like diligently.

KASIM:

If I'm Microsoft, I'm thinking, okay, what are the biggest complaints we're

KASIM:

hearing with PAX so far for leg gen?

KASIM:

It seems nearly impossible.

KASIM:

We gotta separate by a billion campaigns just to get data on those asset

KASIM:

group on those asset group levels.

KASIM:

Could Microsoft come out and say, look, we've got sort of a, , whatever

KASIM:

they wanna call it, PAX for Microsoft.

KASIM:

But it's geared more towards a lead gen type of company.

KASIM:

Why?

KASIM:

Because that's where they can be unique.

KASIM:

They already have so much more B2B data than Google has.

KASIM:

I would imagine just because of it's Microsoft, they own a lot of that data.

KASIM:

I'm just, I'm just spit bond, right?

KASIM:

Like this is my thinking.

KASIM:

They're gonna probably start focusing more on that B2B space.

KASIM:

I hope so.

KASIM:

At least for the, the PMAX side of those types of prospecting, top of

KASIM:

funnel awareness based campaigns that are mixed in with bottom of funnel.

KASIM:

Essentially PAX.

KASIM:

I would hope at least that Microsoft starts developing

KASIM:

something more gear towards that.

KASIM:

Cuz from my experience, Google does , seem to focus a lot of their features

KASIM:

and their algorithms to sort of go towards e-com and it makes sense.

KASIM:

Yeah.

KASIM:

It has more data and stuff like that.

KASIM:

So it's my hope.

KASIM:

Microsoft starts kind of working towards that.

KASIM:

I would imagine that's one way they could steal some market share

KASIM:

because I mean, Google again does not solely focus on lead gen.

KASIM:

Microsoft does really well there and I think it could be an UN

KASIM:

market opportunity for 'em.

KASIM:

But again, that I don't know that's gonna happen.

KASIM:

That's just my guess, dude.

KASIM:

That is brilliant.

KASIM:

What's interesting to me is, and I've never thought about this

KASIM:

before, so you've, you've planted this seed in my mind, but Microsoft

KASIM:

owns the enterprise OS space.

KASIM:

Right?

KASIM:

Exactly.

KASIM:

Which means they're the source, they're the originator of all the

KASIM:

traffic from an enterprise perspective.

KASIM:

Why they don't and maybe they do.

KASIM:

I don't know, but, but they doesn't feel like they've made it available

KASIM:

and I've had not a few enterprise B2B clients, why they don't make that,

KASIM:

that data that targeting available.

KASIM:

And then B and I wonder this about apple all the freaking time.

KASIM:

Why don't they go native with their ads?

KASIM:

Right?

KASIM:

Why are we waiting before you enter the frame?

KASIM:

Like, , the backdrop of my desktop, Microsoft defect, I've an apple computer

KASIM:

now because I'm shameful, but for a decade owned that, , and like, right.

KASIM:

I don't understand why they haven't seized more control over it.

KASIM:

It's only a matter of time, I think until apple rolls out their own native

KASIM:

inbuilt ad platform, independent.

KASIM:

Apps browsers, whatever.

KASIM:

Yep.

KASIM:

Completely.

KASIM:

What, what an amazing theory that is.

KASIM:

I absolutely agree with you.

KASIM:

Yeah, yeah.

KASIM:

Yeah.

KASIM:

We phones listen to Corey.

KASIM:

you've got a lot of really good ideas, man.

KASIM:

So let's talk just real quick.

KASIM:

Cause I've only got four minutes left.

KASIM:

Oh, sure.

KASIM:

You're all up on LinkedIn now.

KASIM:

Colin.

KASIM:

Schmeck who?

KASIM:

I know, you probably know mm-hmm yeah.

KASIM:

He's Twitter famous.

KASIM:

So I went and, and chased him.

KASIM:

Cause I'm just a look, Lou, and tried to be Twitter famous.

KASIM:

Like why LinkedIn do you get any traction?

KASIM:

Is that we're.

KASIM:

So to me, when I think about it, cuz I started in Facebook ads forever ago.

KASIM:

When it was started to become a thing, it got me in the

KASIM:

space of where is my audience.

KASIM:

Like I think you have to really over focus on user demographics, buyer

KASIM:

profiles, whatever you wanna call them.

KASIM:

And for me, I said, well, Who are the people I want to attract.

KASIM:

And where are people having those conversations that are the ones I wanna

KASIM:

have, like super nerdy, maybe a little conspiratorial , it's not being sort of

KASIM:

clouded by like the newest thing in hip hop or something like, don't get me wrong.

KASIM:

I love hip hop, but like it's, it can be distracting.

KASIM:

Right.

KASIM:

Where is a place where business owners, business, people are just talking

KASIM:

about business and where it's not super welcome to have a lot of distractions.

KASIM:

LinkedIn made a lot of sense for me.

KASIM:

So I love that also.

KASIM:

I just love the characters because I'm, I'm such a nerd at this

KASIM:

trying to stay at the cutting edge.

KASIM:

I like to make some pretty big posts, pretty tough to do that with

KASIM:

the character count on Twitter.

KASIM:

So I still post there, but LinkedIn gives me the space and I think

KASIM:

it's just the audience and yeah, I get some good reception there.

KASIM:

I love just being able to get some stuff out there to people and something they

KASIM:

can use things you don't like that aren't obvious sort of the non obvious things.

KASIM:

Things you can really, really utilize.

KASIM:

That's really my focus.

KASIM:

That's great.

KASIM:

So I'm gonna include a link to your LinkedIn profile in

KASIM:

the description of this video.

KASIM:

Cool.

KASIM:

I'd love to have you back if you're open to it.

KASIM:

Of course.

KASIM:

, as we're learning more and PAX starts to settle, I think that there's

KASIM:

just gonna be so much to talk about.

KASIM:

I'm really excited about it.

KASIM:

Yeah.

KASIM:

Last words to you, brother.

KASIM:

What are the, the parting words for our listeners and Watchers?

KASIM:

Yeah, keep going, keep breaking things, guys, like just, , break all

KASIM:

the rules and build them back up, man.

KASIM:

Like keep pushing, keep trying new stuff.

KASIM:

Don't avoid trying the new features.

KASIM:

Reach out to your reps about betas.

KASIM:

Yeah.

KASIM:

Guys just keep being creative.

KASIM:

Keep those creative hats.

KASIM:

It's it's the only way we fight against the machines.

KASIM:

We gotta stay creative.

KASIM:

So keep building those strategies and trying new.

KASIM:

I wanna promote more people like you.

KASIM:

So if you're watching this or if you know somebody like Corey,

KASIM:

who's super smart with Google ads.

KASIM:

I have zero fear of competition at this point, to be honest with you,

KASIM:

just because there's so much business out there and we're overwhelmed.

KASIM:

So go to, so lake.com/pitch.

KASIM:

So lake.com/pitch include a link to the description of the video

KASIM:

and pitch your idea at me would love to have you on the show.

KASIM:

Corey really appreciate you brother.

KASIM:

Thanks for being here.

KASIM:

Yeah, it's been my pleasure.

KASIM:

Awesome.

KASIM:

We'll see you around until next time.

KASIM:

Hey, just wanted to give a quick shout out to somebody

KASIM:

that a member of my team found.

KASIM:

So good job on car for pointing us in this direction.

KASIM:

I don't know this dude.

KASIM:

But I love him and he looks to be like a really awesome resource.

KASIM:

He's posting a bunch of really good stuff.

KASIM:

That's Google ads related seems like really solid content.

Next Episode All Episodes Previous Episode

About the Podcast

Show artwork for The Google Ads Podcast
The Google Ads Podcast
PPC Strategies, Tutorials, Tips, Tricks, Hacks, and Best Practices

Listen for free