Google Ads: Bestselling author Andy Splichal talks “Make Each Click Count” (episode 090)
by April Buencamino-dyAndy is the author of the Make Each Click Count book series, host of the Make Each Click Count Podcast, founder of Make Each Click Count University, AND founder of True Online Presence. An online marketing strategist with over two decades of experience helping companies increase their online presence and profitable revenues.
Andy’s just re-released his bestselling book – “Make Each Click Count the T.O.P. guide to success using Google Ads”.
Listen now for free:
Subscribe to Keep Optimising on your favourite Podcast App
About Andy
Andy started in eCommerce in the early 2000s when Google was the main way to drive traffic.
There was no Facebook advertising at the time, and there were no Amazon third-party sellers yet. Google was the main thing and Andy decided to specialize in it. He feels that even today, Google’s strength is being able to give brands the profitability they’re looking for in a marketing channel.
Rewriting The Book
Andy’s book Make Each Click Count first came out in 2015, which is a long time when it comes to developments in advertising and Google.
Because a lot has changed with Google since then — including interfaces, keyword types, and ad types — Andy updated his book to cover these changes.
The Key Message
For Andy, the key message he wants to deliver with the book is that it’s important to delegate, and not relegate.
Have some knowledge about using Google Ads since you’re spending money on it. And part of the reason why Andy released the book in an easy-to-read format is to make it easy for readers to take in and implement.
Opportunities And Pitfalls
Look at where your ads are appearing. If you’re not appearing for the right terms for your products, you’re spending your budget on searches that won’t convert.
Andy says the three main strategies he usually recommends to his clients are the following:
- Shopping, especially for eCommerce brands
- Search for both eCommerce and professional services
- Retargeting for all types of businesses
Google Ads For Beginners
For eCommerce brands, Andy suggests to start with your branded search campaign. After this, look at your shopping ads.
Depending on price point, brands with a lower price point are likely to do better with shopping ads, while those with higher price points may have a better chance with search ads.
As with all other things, you can test both when starting out then see what works for your brand.
Tips For More Google Ads Success
Make sure to review the data you have. When you have good ads that are converting and your keywords are driving traffic, optimise your bids through device, location, and time of day.
Again, Andy reiterates that you don’t have to be an expert on Google Ads, but you need to understand it for it to work.
Insider Tips
If we’ve inspired someone to take their first step with Google Ads – what do they need to know to give themselves the best chance of success?
Andy says you need to delegate, not relegate. Learn the basics of Google Ads before you start spending money on it and have an understanding of how it really works.
Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve Google Ads performance?
Look at your keywords and what searches are you’re spending money on.
Review your search terms report in Google Ads or your search queries report in Google Analytics to see where your money is going and if it’s worth it.
If someone listening wants to learn more about Google Ads is there one cheap/free resource you’d recommend?
Check out Andy’s book, Make Each Click Count Using Google Ads, as well as the other books in this series titled Make Each Click Count Using Google Shopping and Make Each Click Count Using Google Retargeting.
Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in Google Ads?
Google Analytics is going to change and follow Apple in stopping the use of cookies.
Google has already introduced Google Analytics 4, which is behavior-based instead of cookie-based but this isn’t something widely used just yet.
Visit Make Each Click Count University if you’re finding Google Analytics 4 a challenge to use. A course on the subject will be coming out soon and it’s a good place to start learning the platform.
Interview Links
Andy on Social media:
Sponsored by…
Klaviyo is a leading customer data and marketing automation platform dedicated to accelerating revenue and customer connection for online businesses. Klaviyo makes it easy to store, access, analyze and use transactional and behavioral data to power highly-targeted customer and prospect communications.
The company’s hybrid customer-data and marketing-platform model allows companies to grow by fostering direct relationships with customers, without giving up their valuable data to popular big-tech ad platforms. Over 80,000 innovative companies like Unilever, Custom Ink, Living Proof and Huckberry sell more with Klaviyo. Learn more at www.klaviyo.com.
