Secret Strategy to Grow the Google Ads Algorithm Like a Pro

Kasim: 00:00:11

Hey everyone, Regina here at Starter PPC.

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Today I want to talk to you about the

overpacing, underpacing spend schedule

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that we like to use here at Starter PPC.

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You can too.

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We find it to be very helpful when

you're trying to force the algorithm

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through mini learning periods so

that it will gain some strength.

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Over time, it seems to

help the algorithm to grow.

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More subtly and more quickly than

if you were to just set a daily

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spend and just keep it that way

month over month over month.

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I will say this seems to be

more necessary in accounts with

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smaller ad budgets, you know.

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So at Certified PPC, we're always

working with people who have

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ad budgets of 5, 000 or less.

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But like at our sister agency Solutions

eight, for example, they don't use the

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over pacing, under-pacing schedule as

often because when you have more budget,

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you have more conversions and more

conversions means more power because

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you have more frequency of data points.

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And the algorithm can use that to

get a leg up over the competition.

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And basically what that

means is it's gonna grow.

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On its own, and you don't

really have to encourage it

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and force it to do hard things.

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So I'm going to talk about this

overpacing, underpacing, and the

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philosophy behind why it works,

and also the technical management

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of how to manage it day to day.

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Or week to week, I should say, because

you really only have to do it once a week.

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let's dive into it.

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So, first of all, I just want to say,

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the theory behind this is that,

let me see if my face can fit here.

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That's good enough.

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theory behind this is, the algorithm,

If you just give it a standard amount

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of budget day over day over day, it

seems to kind of hone in on what works

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and it stops trying after a while.

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what we do is we kind of force

these mini learning periods and

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we force it to do hard things.

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What I mean by hard things is we give

it more budget than it's used to, right?

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Maybe 20 percent more, 40 percent more.

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just for a short period of time.

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And that makes it try new things.

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It's going to have to try some of these

products over here that it usually

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doesn't show or some of these placements

over there that it doesn't usually test.

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Sometimes it even tries new users,

like new pockets of the market.

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And through this process, it can

kind of discover new things that

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work that it wasn't using before.

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So what happens is when you

lower the budget back down to

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where you want it to be, right?

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You just have to underpace then

to try to make up for all the

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time when you were overpacing.

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The algorithm goes, oh, that's

all I have to spend today.

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Well, no problem because I just spent way

more than that for the past two weeks.

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now it can just gobble up all the easy

low hanging fruit that it's discovered.

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And you'll find that your return will

shoot up during this time period.

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even though your conversions

have gone down because you're

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now spending less every day.

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So it's got some pros and cons.

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It's a little bit like a roller

coaster, I feel at times.

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And so we do warn our clients that it's

going to be a little bit like this.

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we do the first half of

the month is over pacing.

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The second half of the

month is under pacing.

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what you find is that, the return goes

down during the first two weeks and

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it shoots up in the last two weeks.

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The.

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Conversions go up and up and up

in the first two weeks and they

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go down in the last two weeks.

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but it all kind of evens out in the end.

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I just think that when businesses

get a little bit bigger, they stop

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doing this because it is a little bit

disruptive to your life as a human and

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as a business owner, especially if you

have, people you have to report to with

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numbers and you want some steadiness.

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So.

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We only do it because we're working with

small businesses, and we find that it

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is pretty necessary when you're trying

to get the algorithm to grow over time,

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over months, it seems to encourage growth

instead of just keeping things the same.

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I'm going to actually give you

guys this spreadsheet, which

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is what we use internally.

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I'm going to show you how

it works and a lot of.

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The people watching right now are probably

like, Oh, but I only own one ad account.

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That's fine.

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Just delete all the rows.

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We have multiple ad accounts because

obviously each person on our team

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is working with multiple clients.

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If you're an agency, you might also use

all these rows, but if you're a business

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owner, you might only just need one row.

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Each row is an account.

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here's how it works.

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So this is week one.

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It says fill on the first.

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So on the first you come in and

you put in your monthly budget.

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Let's actually just start another

row and let's call it business

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a very creative business name.

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Okay.

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So business a has a

budget of about 3, 000.

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Let's say.

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it's going to tell you what to

spend every day for the first week.

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And that's 120.

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Why is it 120?

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Because they're overpacing by 20%.

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It says that right here.

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Pretty straightforward.

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Now you don't have to do anything

for a week except for make sure

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it's kind of spending about 120.

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Obviously Google's going to spend some

more some days and less other days,

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but it should average at about 120.

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week two, it says fill

this one around the 8th.

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I say around the 8th because you can't

always get to it on the 8th, right?

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Maybe you only want to

do this on a weekday.

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It's really not that important

that it's done on the day.

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But you should try to do it on the

7th or the 9th or something like that.

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So you're going to come in and

just put the month to date spend.

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Now, let's pretend you've spent

about 105 up to this point.

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It didn't quite spend 120 per day.

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It spent about 115.

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That's okay.

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We're going to make up for it.

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And so now, in week two,

we want to overpace by 40%.

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So we're really pushing the algorithm

to try new stuff and grow, grow

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its abilities and its powers.

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So this time we're spending 143

every day, this goes on for

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a week, et cetera, et cetera.

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So, at the beginning of each new week,

you're going to put in how much you spent.

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Let's say we spent 806.

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Now it starts to pull back, right?

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And it's like, okay, we're just

going to start to pace to spend

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whatever's remaining of the budget

for whatever's remaining of the month.

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So now we're spending about 80 a day.

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And in the last month.

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let's say you've spent 2, 400

by now, and let's say there's

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six days in the month left.

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That's important.

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You have to put how many

days are left in the month.

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So let's say there's only six, because

maybe you're doing this on the 23rd or

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the 24th, or maybe it's a February and

there's not that many days in the month.

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So six, and now you're going

to spend a hundred dollars.

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And that's because you want to spend

that as, as close to the perfect

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amount as you can to try to spend the

full 3, 000 by the end of the month.

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Right?

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So that's how this is.

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Okay.

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So if you're wondering what are these

notes here, T ROAS, TCPA recommended

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for this week, remove T ROAS and TCPA.

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So T ROAS and TCPA are restrictions

that you can put on the bid strategy.

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And this is a little bit more

advanced, but if you know what they

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are and you want to use them, great.

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I would say this is an optional

strategy, but I left it in here

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to show you guys, because this is.

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That's often what we do, not always.

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So sometimes if we see an

opportunity to apply a target ROAS,

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for example, on one or two of the

campaigns inside of the account.

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We will do that, but we don't leave it on.

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that's the important part.

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If you're using TCPA or TROAS, do

not leave it on because what you

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want to do is you want to force the

algorithm to learn how to hit that

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goal, but if you keep it on, it's

going to lose all of its knowledge.

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That it has about all the

other products, right?

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Because it's just going to hone in

on what it can do to hit that goal.

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it's a blessing and a curse because while

it's on the algorithm is losing power, but

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it's gaining a really high return and it's

learning how to hit a really high return.

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So it's good and bad.

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feel free to use that.

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There are exceptions to this rule.

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For example, standard shopping, we found

sometimes we just apply like a low target

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row as like 30 percent or 40%, which

we find helps, but it's not restricting

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the algorithm because it's so low that

the algorithm kind of just ignores it.

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So sometimes we.

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have other reasons for using

TCPA that are less restrictive.

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But in, in, if you see us applying a

TCPA or a tROAS that's, that's, you

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know, actually at the goal that we

need it to get, we'll only do that

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for short periods of time each month.

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this is our secret sauce, you guys.

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Well, one of our secret sauces.

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Unfortunately, it's really hard

to prove that this is working.

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I do think that over time, even if

you don't overpace or underpace,

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Over time, the algorithm should gain

knowledge about your products and

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your business and it will start to

gain some power and to grow over time.

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But I do think that this,

when you're small, at least,

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this type of learning phase.

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you're going back and forth from

learning phase to goal phase,

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learning phase to goal phase.

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So I call it taking the

algorithm to the gym, right?

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So I think that when you're small, this

type of thing really speeds things up.

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And in some cases seems to be, sometimes

it just feels like it's the only thing

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that's helping the algorithm to grow.

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Which is a whole nother rabbit hole that

we could get into, but I hope this helps.

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Play with it.

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There's a link below where you can

make your own copy of this calculator.

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Make sure you don't change any

of the fields that are in yellow

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because these are calculations.

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You only want to change

the fields in white.

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Okay, Best of luck to you.

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Don't forget to like and subscribe