078: Problem-Solving in Paid Search: Best Practices & Common Red Flags with Brianna Deboever (Office Hours)
In this Office Hours episode on The Digital Marketing Mentor Podcast, Danny sits down with Optidge’s Head of Paid Search, Brianna Deboever, to dive deep into Google Ads. As our resident expert in paid search, she shares her insights on spotting red flags, optimizing campaign settings, and avoiding common pitfalls. Whether you’re a seasoned marketer or just getting started, this episode will guide you through building stronger, more efficient paid search campaigns.
Our Office Hours episodes are your go-to for details, how-to’s, and advice on specific marketing topics. Join our fellow Optidge team members, and sometimes even 1:1 teachings from Danny himself, in these shorter, marketing-focused episodes every few weeks. Get ready to get marketing!
Key Points + Topics
Ad Group Structure and Match Types
- [01:14]-Brianna highlights some of the biggest campaign problems she’s seen. The first big issue with Google Ads campaigns is overloaded ad groups. Too many keywords in one group make data murky and optimizations difficult.
- [1:25]-She adds that overusing broad match keywords can lead to irrelevant terms unless accounts are rich with data and negative keywords.
Location Settings in Campaigns
- [2:25]-Brianna notes that location settings in Google Ads can show ads to users outside the intended geographic area. Adjusting to “presence only” avoids international or irrelevant impressions.
- [3:29]-She highlights that automated bidding often requires significant conversion data to work effectively. Instead, she recommends starting with manual bidding and transitioning gradually to help campaigns perform better.
- [4:07] Brianna says aligning bid strategies with campaign goals (e.g., max conversions vs. target CPA) ensures better performance.
- [4:39] Allocating the budget effectively by prioritizing high-performing areas and testing others prevents wasted ad spend.
Negative Keywords and Search Query Reports
- [6:06] Brianna says negative keywords are crucial to avoid wasting the budget on irrelevant searches. She suggests regularly checking search terms and adding negatives to keep campaigns efficient.
- [6:59] Brianna uses tools like ClickCease and IP exclusions to block spam traffic and focus on the right audience.
Ad Group-Level Negatives
- [10:29] Brianna notes that adding negatives at the ad group level helps segment traffic and improve data for decision-making.
Quality Score and Ad Copy
- [12:04] Brianna highlights that quality scores depend on ad relevance, landing page experience, and expected click-through rates. Super-segmented ad groups and relevant ad copy can help to improve scores.
Keyword Group Size
- [14:18] The sweet spot for ad groups is 3-7 keywords, though data may suggest exceptions. Consolidation often provides better results with Google’s current algorithm.
Conversion Tracking
- [18:55] Brianna says that without proper conversion tracking, businesses cannot effectively optimize campaigns or correlate performance to actual results.
- [20:16] She highlights that using tools like Google Tag Manager simplifies setup. Combining Google Ads tags with Analytics 4 goals provides accuracy and redundancy.
- [21:57] Brianna says regularly auditing conversions ensure they align with actual sales or leads, avoiding tracking errors.
Conflicting Conversion Goals in Smart Bidding
- [23:55] Multiple primary conversions can confuse the algorithm, says Brianna. Instead, assigning values to conversions and transitioning to strategies like maximized conversion value optimizes campaigns.
Action Steps
- [25:38] Brianna suggests starting by analyzing the search terms report, sorting by cost, and then addressing irrelevant queries. According to her, this high-impact approach to optimization is often overlooked.
Guest + Episode Links
- Brianna’s Linkedin
- Brianna’s previous The Digital Marketing Mentor podcast episode
Danny Gavin Host
00:05
Welcome to the Digital Marketing Mentor. I’m your host, Danny Gavin, and together with industry leaders and marketing experts, we’ll explore the meeting point of mentorship and marketing. We’ll discover how these connections have affected careers, marketing strategies, and lives. Now, get ready to get human. Get ready to get human. Today, we are diving back into paid search, this time looking at red flags with Google Ads and how to spot and address them. These insights will help you save money, improve performance, and avoid common pitfalls when it comes to Google Ads. Brianna, how are you doing?
Brianna Deboever Guest
00:53
I’m good. I’m staying warm on a chilly morning.
Danny Gavin Host
01:01
I know, and it’s great because when people watch the podcast, sometimes they see me in a long-sleeved shirt or short-sleeved shirt. So this is returning to our original episodes, which are more like wintry episodes. Yeah, let’s talk about poor campaign settings and structure. So, what are the most common issues in campaign settings that can lead to underperformance in Google Ads?
Brianna Deboever Guest
01:14
Yeah, so we’ve looked at a lot of campaigns, right? So we’ve seen a lot of different ways of doing things, and we’ve tested a lot of different ways. So, a couple of the most common things we’ve seen that cause issues are ad groups that are just too big. You have too many keywords within an ad group, which can cause you not to have data segmented in a way where you can optimize. If you have all your data in one ad group, it’s like a big murky pit and a lot to weed through. It’s hard to make good optimization decisions. But also, if you have a huge ad group with a ton of different keywords, there’s no way all of those keywords are perfectly relevant to the ad that’s being served by having more tightly grouped keywords within reason, not single keyword ad groups. But if you hardcore tightly grouped by theme ad groups, you can serve a really targeted copy to those keywords. So that’s a really common thing I see within the structure. Also, match type can be a really common issue, especially if you’re overusing broad match. In a lot of new accounts, Google has been pushing broad match, and it’s really hard to make broad match work well unless you have a ton of data in an account and know how to use it and test it effectively. Make broad match work well unless you have a ton of data in an account. If you know how to use it and test it effectively, you have a ton of negative keywords in there to ensure you’re not getting lots of irrelevant terms. The overuse of broad match, I think, is another really common thing we see and keep an eye out for, and you want to make sure your match types are a little bit tighter, especially when you’re first starting out. Within the campaign settings themselves, a really common one I see is within Google’s location settings, you can select presence or presence or interest if they’re in the location or interested in the location, and the default setting if you don’t go in and switch it is you can show an ad to your targeted location if somebody is there or is interested in that location, and that can really open up a can of worms. So we’ve seen a lot of spam appear as a result of that setting. If you’re, say, you’re just targeting the United States or just New York State, you can get people international searchers that you don’t want to serve your ads to. So, making sure that the setting is set to be present is really effective and a really easy win.
03:29
I think another big problem that people can run into is the bid strategy. Google is also pushing automated bid strategies; depending on the phase of your campaigns’ lifecycle, different bid strategies make sense. With automated bidding, you really need data in the account to make it work. You need to have a lot of conversion volume, and then moving to automated bidding can work really well. But if you start with automated bidding or move to it too early, that can kill campaigns. The algorithm can totally get off track. Just be careful. What we like to do is start with manual bidding, and we slowly scale to automated bidding.
04:07
The other thing you can run into with bidding strategies is not using the right one that makes sense and is aligned with your campaign’s goal. So, if you want to generate leads, you know max conversions or a target CPA probably makes more sense. But if you are looking for sales or you want to maximize, like the, the, if you have different tiers of leads, you know a max conversion value would make more sense, and getting to these places is hard, and you have to use a tiered approach, but making sure your bid strategy is aligned with your goal is really important. That’s something to keep an eye out for in your campaigns.
04:39
Sometimes, the budget just where the budget is allocated doesn’t make sense. Sometimes, a lot of people just put everything in one campaign. For example, we were talking about one ad group, and what that can do is, okay, the budget is spread across everything; it doesn’t matter if it’s high-performing low performing. So, make sure you’re using your budget wisely; you can do that by putting out campaigns of high and low priority, and once you have data, you know what’s working. You can push more budget to the top-performing keywords and areas and put less budget into the things that aren’t working as well but that you still want to test.
Danny Gavin Host
05:16
Sometimes, people think that if I have this large budget in one campaign, it will be spread equally among all the keywords and opportunities. But people don’t realize that whatever’s hot at the moment will take up most of it, and you may not have enough budget to share with everything else. So, depending on what’s happening and what’s working, it’s important to separate that budget over multiple campaigns.
Brianna Deboever Guest
05:41
Yeah, and that’s why it’s important. That’s why our jobs are so important. The algorithm can go in the wrong direction, and it’s important to have a human in there to say hold on. We need to coach you in the right direction and into uh and spend on what we want you to spend on.
Danny Gavin Host
05:55
So mentioning, you know, ad groups with lots of keywords. Let’s dig in there a little bit more. How can poorly structured ad groups and keyword lists lead to inefficiencies, and what steps should be taken to fix this?
Brianna Deboever Guest
06:06
So, I think the most important thing with inefficiency that we should start with is negative keywords. Negatives are so important. No matter what match type you are using, the algorithm will show for things you don’t want to show for. We primarily use phrase match, which gives Google a little room to go out and say okay. If you’re bidding this term, we will bid for something similar and relevant but not exact. And still having negatives is so important for making sure you’re showing for things that are relevant and you’re not showing for things you don’t want to spend money on. So that’s where your budget can get inefficient fast. If you’re not checking your search terms and not consistently adding negatives, Google will be sending your money willy-nilly. So that’s really important with making sure your budget is efficient.
06:59
Make sure you have IP exclusions in there. We frequently use….. one, you want to exclude your IPs. So if you have people working on it, you want to exclude your IP addresses so you’re not charged for those ads. Another thing you need to reuse consistently is “ClickCease,” a nice third-party software that you can add to your ad account that, based on certain criteria that you set, blocks bot-like IPs. It detects bot-like behavior and blocks those IPs from your ad account, which saves costs from not getting those clicks. I think another thing is if you have a demographic that you know you really don’t want to show to, make sure you’re excluding those. For example, if you have a product or a service that is more tailored to women, make sure you’re excluding men. If you know that the income levels make you know like your product isn’t necessarily tailored to somebody in a super high-income bracket, then making sure you’re excluding those things can help make sure you’re just showing to the right audience right off the bat.
Danny Gavin Host
08:00
So we talk about negative keywords and how important they are. Obviously, there’s like the life cycle, right, when you first start off a campaign, you’re going to get a lot of queries that don’t match. You know, over time, things get better, but that doesn’t mean it’s never over. So, what do you recommend people do when it comes to analyzing that search query report and looking over for negatives? Is there a certain cadence? How would you recommend it?
Brianna Deboever Guest
08:23
So, it generally depends on how much data you’re getting into the account and how much time you have to invest in it. I think if you’re doing it right and you’re getting a reasonable amount of traffic in the beginning, you’ll be looking at your search-term report every few days, once a week, and then you can get on a bi-weekly basis, and then once things get really clean, like once you have, I have accounts that get thousands and thousands of negative keywords in there. Once you get to that point, you can look once a month like you can rest assured your things are pretty clean. You’re still going to catch things even if you have thousands and thousands of negatives in the account. So you still have to do it. But in the beginning, it’s important to catch things right off the bat, especially with new accounts. You know Google can say, oh, this is a great query for you, and spend a ton of money on it without you knowing.
Danny Gavin Host
09:12
Do you have any opinion on adding a lot of negatives before you even start a campaign or potentially waiting and seeing what comes through and then adding the negatives?
Brianna Deboever Guest
09:19
Absolutely start with some negatives. So the way I like to start is first of all, there’s usually the client, or you as a business owner know we don’t want to show for certain things, so make sure those things are negative. The second thing I do is when I’m doing keyword research, you’ll see a lot of queries that Google might show if you’re bidding on a similar term, and so I always, as I’m doing keyword research for what I want to bid on, I’m also looking at oh, those are things that I don’t want to show for, and I start a little negative list there. Also, always make sure to use negative brands from your non-brand campaign, making sure those are segmented. That way, you don’t get brand in the mix, and you can really see how your non-branded terms are working. That’s where I like to start, and then I use a pretty heavy hand as things get going.
Danny Gavin Host
10:08
And I think it would be a good time to talk about this because we just had this with a client yesterday. But what if sometimes someone can go into an account and say, oh my gosh, there’s a negative keyword for my main product? That’s really, really bad, but they forgot to check where that negative keyword is because you can actually put a negative keyword at the ad group level or at the campaign level. Do you want to talk about that a little bit?
Brianna Deboever Guest
10:29
Yeah. So, as I said at the beginning, it is important to have segmented ad groups so that you can serve really targeted ad copy based on the theme of the search queries. And what you can do in order to make that traffic sculpted appropriately is add ad group level negatives for the keywords that you’re actually bidding on in another ad group, and what that does is it really pushes the appropriate traffic to each ad group. When you’re bidding in a phrase match capacity, sometimes even an exact match capacity, the same keywords can show under two different keywords that you’re bidding on, or the same search terms can show under the two different keywords you’re bidding on. So, to be really clean and have the data be very segmented so you can make appropriate decisions, you add ad group level negatives, and so it is.
11:16
You have to be careful. You know this is part of client education. If a client goes in there, it’s like, why is my one of my top keywords? Is it negative? Well, it’s because we’re just pushing that term to another ad group, and what that allows us to do is say, okay, all the terms under this type of query spent this much and performed this well, okay, as a result, we’re going to do X, y, z. If you have other types of terms murking the waters, you’re not going to be able to make a really good decision. That’s why I definitely also start with ad group level negatives: because we’re going to have nice ad groups and sculpt that data as best you can. That’s also a consistent thing you have to watch.
Danny Gavin Host
11:56
Cool, so let’s pivot over to low quality. Why is a poor quality score a significant red flag, and what factors contribute to this issue?
Brianna Deboever Guest
12:04
The quality score has a few components. It’s the relevance of your ad to your keyword and to your landing page. It also involves the experience on the landing page. So you know, if the page is loading well, Google assesses if it’s a good experience for the user and the expected click-through rate. So you know, Google can estimate, okay, if your ad is strong enough. You’re going to get a high click-through rate. So all of those things influence the quality score.
12:35
When you’re getting a low-quality score, you know, the first thing I’ll say is sometimes it’s hard to get a perfect quality score across the board without doing, you know, like a single keyword ad group and a different landing page for every single keyword, which isn’t efficient for your time and not necessary. But having a solid quality score and 75% across your campaigns is important, making sure your ad copy is really relevant to the keywords you’re bidding on. What can help is having super-segmented ad groups and making sure the keywords that you’re bidding on are within the ad copy that you’re serving. That can bump up your ad score. You really want to make sure your ad scores are excellent. It’s pretty easy to make sure those are excellent. That will influence the quality score on the landing page.
13:19
So your landing page also needs to include the keywords that you are bidding on. A landing page relevance not only means a nice experience, it’s a nice page, and it loads well, but also, okay, are you speaking immediately to what the person is searching for and the person’s need? And then the expected click-through rate is also, you know, related to ad copy that is highly relevant to the keyword that somebody searched for, and it’s enticing, you know. So, part of the ad copy is also highlighting the benefits. Why does somebody want to click through? Make sure those things are front and center, and then, if those things are good, you know you’ll have a high-quality score and Google will also favor you in the algorithm.
Danny Gavin Host
13:57
So, Brianna, it seems a little bit of a dichotomy because, on the one hand, we don’t want to have single-keyword ad groups, which means just an ad group with one keyword, but on the other hand, we need to have an ad group that’s tight enough that the keywords in there generally show up in the ads are on the landing page. So, how do you know what’s too big and what’s too small when it comes to an ad group?
Brianna Deboever Guest
14:18
So, I think the sweet spot is like three to seven keywords in an ad group. Now, that’s not a hard and fast rule. There are always exceptions and you always make exceptions based on the data. So if the data is telling you, you know, I really think these two keywords should be alone in their ad group, or these keywords are doing way better when we have ten keywords in an ad group. That’s using the data to lead you to those decisions is okay. But in general, I find the sweet spot is three to seven keywords is about how many will lead to a tightly related and just making sure that you don’t want to have single keyword ad groups because Google is doing better these days with more data consolidation. Having more keywords in there actually gives Google more data points to be successful.
Danny Gavin Host
15:06
So when moving to a more broad match, especially when you’re moving to more automated bidding, would you say that then there’s room to add more keywords to a group, or does it really not make a difference?
Brianna Deboever Guest
15:16
Yes, and it just depends. So it depends on how your campaigns are performing. So I have one account right now that is performing well and we want to start testing broad match. There are a couple of different ways you can do it, but we’ve decided you know the keywords really do well in more of a consolidated approach. So we’re going to add those broad match keywords within the ad groups. That’s how we’re going to start testing broad match.
15:46
Another way you can do it is by having a total broad match campaign. That way, you’re kind of leading broad match on its own and you’re keeping your more tightly packed campaign to the side and not touching that and making sure things are segmented, and then you’re kind of using broad match as a testing ground. I think the best way, and what Google would tell you and I think it’s important to listen to what Google will tell you sometimes, is to consolidate them all together, and that can broaden the number of keywords in your ad group. So I really think starting with more of a three-to-seven approach and then growing from there is totally fine, and some accounts don’t do well when segmented like that. So you have to test and try to know what you know about ad copy, keywords, and all that stuff.
Danny Gavin Host
16:26
So, with regards to ad copy, do you have any opinion on pinning headlines or not pinning? And what that basically means is that in every ad, you have multiple headlines that can show up, and ideally, you want to let Google figure out which headlines to show. But you also have the ability to pin a certain headline either to the first, second, or third position. So any opinion on that, Brianna?
Brianna Deboever Guest
16:47
I’m not a big user of pinning. I don’t really think it works. It is a nice feature if you have something that you want to say. If you know, like, I really need this to show on the first headline, that’s totally fine. But pinning almost always automatically decreases your ad score, and I think Google will figure it out anyway. There are different ways to coach the algorithm to use the copy you want it to use. There are also different ways to make sure your ad score is better.
17:15
So like using dynamic keyword or location insertion really bumps up that quality score of your ad. There are different ways to make sure you’re pinning or making sure your certain headlines are showing in certain areas so you can decrease the number of headlines you’re using, which automatically tells Google okay, this is the subset I have to use. It gives them less of a pool to pick from. You also can, once you’ve started testing, you could test a big responsive search ad and then see what’s working and what’s not, and then you could build a new ad off of those headlines and stick to a really similar theme which will kind of automatically say, okay, google’s going to be using this and not really able to stray.
Danny Gavin Host
17:59
Would you run those two responsive ads up against each other, or would you like to keep one responsive ad live at a time?
Brianna Deboever Guest
18:06
I think using multiple RSAs is really hard because you have to have a lot of data and traffic coming in to really get a statistical significance and enough traffic on each to make a decision on what’s working. I think it makes sense to test one RSA at a time unless you’re trying to test landing pages. It is a tactic to test landing pages by having multiple responsive search ads, splitting the traffic, and seeing what does better in that respect. But in general, I would test one at a time and then use your findings to create new ads and pause the old ones.
Danny Gavin Host
18:38
So, moving over to the next topic, which is really the most important, because you could be having an awesome campaign and lots of clicks, but if you have no idea who’s actually converting is an issue. So, what are the risks of running campaigns without proper conversion tracking, and how can this issue be addressed?
Brianna Deboever Guest
18:55
Oh, what aren’t the risks? It’s like you’re spending money, and you have no idea what it’s actually getting you, so you could be on the back end. You know, being like, wow, like I’m getting more calls, or I’m getting more sales, but there’s no way to actually tie that stuff back to your campaign unless you have appropriate conversion tracking. Without conversion tracking, you also have almost no way to optimize a campaign effectively. So you don’t know what keywords, ad groups, and ads are performing and what aren’t, so you’re going to be kind of flailing in there when deciding what to do. It’s kind of the most important thing. We won’t run campaigns without it.
Danny Gavin Host
19:31
So have you seen accounts that have no conversions at all?
Brianna Deboever Guest
19:33
Yes, I’ve also seen accounts with conversion tracking set up incorrectly and they don’t realize that’s usually the more common issue. So they think they’ve set it up but it’s actually tracking the wrong thing, or it’s not an effective conversion to track. A page visit usually isn’t an effective conversion, but a form fill is. A button click usually isn’t. Or an email button click but a phone call is A phone call. That’s at least 60 seconds. So I think that’s the more common pitfall. People usually know how to set up conversions, and they have some way to figure that out, but it’s harder to make sure they are the right conversions.
Danny Gavin Host
20:12
So what are the steps that people can take to set up accurate conversion tracking?
Brianna Deboever Guest
20:16
Conversion tracking is complex, but making sure you have a tag manager account can make it really simple. Google will walk you through it. If you’re in Google Ads, Google will help walk you through it, and you can install it in a variety of ways; using Tag Manager is really how we recommend doing it. Google also has a tag team. That’s not available to everyone, but if you’re spending a certain amount of money and you have a Google rep, you can get help from the Google tag team to set that up. It’s a toughie, but there are resources out there, and this is where Optidge’s expertise really comes in handy.
Danny Gavin Host
20:48
So you have two options when it comes to conversion tracking. You can either use Google’s tags or set up the conversion or goal in Google Analytics 4 and then import it. Do you have any opinion on which one is better or which one uses both?
Brianna Deboever Guest
21:03
Now that we’ve fully transitioned over to Google Analytics 4, both work well. For a long time, while the transition to the new Google Analytics was in progress or not fully vetted, we stuck to Google Tag Manager and now both work well. A great thing you can do is set up both, set one as primary and set one as secondary, and compare them to see if they’re pretty much aligned. You’re good to use either. You can also compare each to your actual sales or leads and see which one is more accurate. But I think both are quite accurate now.
Danny Gavin Host
21:40
Cool, and I think what’s important is, as you said, you don’t want to set both of those as primary because then you’re basically double counting, but having a backup as a secondary shouldn’t cause any issues. So, because conversions are so important, it sounds like it’d be important to regularly audit and make sure that tracking is working. So tell me a little bit about that.
Brianna Deboever Guest
21:57
Yes, this is part of monitoring an account is asking: “Do my conversions make sense?” When you’re looking at a monthly report, pulling in all the data, pulling in all the leads or sales? Okay, does this make sense? Does this align with what I’m seeing on the CRM, which is where all the leads or sales are funneling. So does this make sense based on what I’m seeing on the back end, on the real side of the business?
22:23
So I think it’s making sure that you are having like checking constantly the CRM and making sure you have a good sense of how much is usually coming in, doing a monthly report and looking at those numbers critically every month at least, and then you know when you’re in an account. You also will start getting a sense of this is how many conversions I typically get, and if that starts getting hot, super high, or super low, you might; it should flag in your head like, hey, I need to look into this. Is this set up correctly? It can be a tricky thing to find and spot, but it takes you know, knowing your account and being in there on a consistent basis to catch it.
Danny Gavin Host
23:01
And then obviously, bigger agencies or agencies potentially could have a team who, like all they do is monthly or quarterly, check these conversions just to make sure they’re okay. But I think, like you said, if you are in your account and you really know what’s going on and you’re checking the CRM, or if it’s e-commerce, your e-commerce store, and you’re able to, you know, you can feel when something is off because, as you said, the numbers are either too high or too low.
Brianna Deboever Guest
23:24
Yeah, and having a really good dialogue with the client. In every meeting, you’re talking about, “Okay, talk to me about the leads or the sales. How are you feeling about the volume?” And it’s important for clients to also say hey, I’m feeling like this might be a little bit lower or higher than usual; why? And that also helps spot issues. So that’s why the discussion and the partnership with the client are also important; they can help you catch things.
Danny Gavin Host
23:46
All right, On to our last topic, which is conflicting goals with smart bidding. What issues can arise from having multiple primary conversion goals when using smart bidding and Google Ads?
Brianna Deboever Guest
23:55
This is a tough one.
23:56
This is speaking to a campaign that’s in a more mature phase, tested a lot.
24:02
You’re getting a lot of conversions and you have multiple types of conversions in your account, and what that can mean is, for example, I have an account that we have form fills, which are leads, and we have webinar downloads and we have phone calls, and all of those are set as primary conversions and what that’s telling the algorithm is okay, I want you to optimize to find these conversions, but any of these conversions, they’re all kind of equal and what you want to do is, as you start to assess which conversions are more valuable, is assigning values to those.
24:34
Then, as you get further down the road, the best thing to do would be to get to a maximized conversion value bit strategy. What can happen is when you’re just on, like, if you have multiple primary conversions and you’re on like max conversions or a target ROAS, excuse me, like TCPA bid strategy, Google’s just saying, okay, all of these conversions are equal. I don’t know which one is better or worse, and really, in this example, so, like, a form fill or a five-minute phone call is much more valuable and more likely to be a really solid lead compared to a webinar download, which was effective in the beginning for helping ramp up performance and giving Google data points to catch on to and then try to get more valuable leads. But at some point, you have to move away from that and just hone in on the highest-value leads, and then you have to make sure your bid strategy reflects that goal.
Danny Gavin Host
25:27
Brianna. So what would you say are the action steps businesses can start taking today? What would be the first thing that you would do if you jumped into an account and said, oh, someone’s saying there are problems? What would we do?
Brianna Deboever Guest
25:38
Look at your search terms report. Pull it for a long time. If you haven’t ever looked at it, pull it for a long time. It’ll take a while to sift through. But sorting by cost and negativing anything that is irrelevant in a phrase match capacity is like the highest value optimization you can make today.
Danny Gavin Host
25:56
Love it and it’s crazy how many people don’t look at it. All right. Well, Brianna, thank you so much for being a guest again on the Digital Marketing Mentor and thank you for tuning into the Digital Marketing Mentor. We’ll speak with you next time. Thank you for listening to the Digital Marketing Mentor podcast. Be sure to check us out online at www.thedmmentor.com and @thedmmentor on Instagram, and don’t forget to subscribe on Apple Podcasts, Spotify, or wherever you listen to your podcasts for more marketing mentor magic. See you next time.