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The Current State of PPC In 2021

Google Ads has completely changed in the one year that I have dedicated my life to the service. Looking back just over a year ago now, if you focused on honing in your relevancy and true intent, aka trying to be the user's end goal, you would have the perfect campaign and profits that follow.

Google Ads has completely changed in the one year that I have dedicated my life to the service.

Looking back just over a year ago now, if you focused on honing in your relevancy and true intent, aka trying to be the user's end goal, you would have the perfect campaign and profits that follow.

With Google's latest push to make the platform more "beginner" friendly — let's not forget, Google's end goal is to one day require your billing info + know your goal and take it 100% from there — it's made success "harder" to find through all the crap.

Google Ads Changes Since Mid-2020

First, there were smart campaigns, Google's attempt at fully automating your campaigns without any data to show on your end (while outlawing PPC agencies even to try advertising for PPC services, mind you lol — that was reversed though very quickly due to the pushback from the community).

Then a surprise that shocked the community to its core, restricting your ability to see search terms.

This was the first string pulled last year to limit the amount of data an advertiser can see from their campaigns.

You know, the data you've paid for.

The topic of data access will be the next big war between PPC advertisers and Google over the coming years, and it's not going to be a pretty one if you're a beginner or DIYer at your company.

The billion-dollar question?

Who's right is it to see the Google Ads data?

Now I'm not going to dive much deeper here since most of you are reading this don't truly care (you want to make more money off Google, haha); however, if you do care and want a good explanation over data rights, Kirk Williams at Zato Marketing discusses this at length and presents good arguments on both sides.

How PPC Managers Should Be Dealing With Data Loss For Optimizations

If you've been managing campaigns since the great search term event of 2020, you know you've had to adjust in optimizing campaigns and developing an overall strategy to achieve your end goal(s).

Here are just some ways I've adapted my strategy since last September:

  1. Stop looking at search terms on an individual level —> start looking at the big picture and how related & relevant are your searches that Google is still showing you?
  1. Note: as of July 2021, I'm averaging about 40-50% search term data loss across clients
  1. Ad Group themes need to be very topically relevant —> Google is now using all keywords in each ad group to better understand your goal (make sure each keyword is relevant to it).
  1. Keyword match types are getting broader and broader —> instead of getting mad at Google, qualify your potential clicks with better ad copy and other forms of targeting.
  1. Broad Match: searches that relate to your keyword
  1. Phrase Match 2.0: searches that include the meaning of your keyword
  1. Exact Match: searches that are the same meaning as your keyword
  1. Broad match modified is gone for good —> I highly suggest you try broad match keywords before going with Phrase match 2.0
  1. I discuss this at length in Utopia

The Future Is Bright, But Wear Sunglasses

I'm actually thrilled with where they're taking Google Ads, to be honest.

If you're an actually talented marketer, you should always be able to ebb and flow with the industry you're in.

Good thing I am.

I'm excited to see where automation and manual intervention align as we get further and further into Google's vision.

Stay up to date with their announcements, find industry friends to discuss current and future events, and most importantly...always be testing concepts because you never know when the algorithm makes a switch.

Sick Of Agencies? Good Thing I'm A 1 Man Show

If you're ready to take your Google Ads to at least $30,000/mo or more, submit a contact form here on my website to see if we would be a good fit.

I currently manage over $650,000/mo in ad spend and limit my new clients to 2 per month.

My specialty?

Working with eCommerce brands that are spending at least $10,000/mo but are aiming to hit $50,000+/mo in paid traffic.