Hi, everyone. We're Jeannie here with starter PPC. Today, I'm going to talk to you guys about three out of the possibly hundreds of ways that Google is making small, tricky tweaks to their features instead of the Google ads dashboard to Manipulate its users to help make Google more money. Now, 99 percent of Google's revenue comes from ads. How does Google make that money? They charge a commission on every click. So they're basically just printing money and the us, the users who use Google ads or we are fueling what is. the entirety of Google for the most part. manipulation and persuasion are the exact same activity. manipulation is done for the person's own game, persuasion is done for the other parties game or for a mutually beneficial gain between both parties. Google makes money, on every click. And the easiest way for them to make more money is increasing competition. So every time there is a auction, meaning, somebody on Google's searching for something, or there's a potential impression because they're walking around the internet and, there's an opportunity to show them an ad, that's an auction. And in any given auction where ads could potentially show there's multiple bidding for a click and each competitor has its own settings, right? Maybe one competitor is willing to pay this much. The other competitor is willing to pay slightly more. This person is probably going to win the click in this case. And so if there's three or four or five competitors that kind of drives it up to everyone's max that they're willing to pay. just gonna pay a little bit more to win the click Whereas if there's three competitors over here this person's bids will go to its max that they're willing to spend Google collects a percentage of the commission on that, right? So Google loves increasing, upping the competition on every auction available. How do they do that? They convince you to go more broad. So what do I mean by that? So instead of hyper targeting only on the placements that you are willing to bid on and telling the algorithm no. I only want right here. Google convinces its users to go. To be open to more auctions and go more broad and they use some sneaky tactics to do this because the more auctions that you are available to bid on the algorithm will go ahead and enter the auction, right? And that's going to drive Everyone's clicks up, that's how they win. So let me show you three of the most obvious and also I think impactful ways that Google manipulates things here. So the first one I'm going to show you go inside this standard shopping campaign and click settings. this is a location setting. when you're setting up your ads, go check every single campaign, not just the shopping campaign. I'm just using this as an example, check all of your campaigns in the campaign settings, click on locations. And what you're going to see is there's a hidden nested. down here. Location options. It's called and you have to expand that even to see it. Why don't they just have it pre expanded because they don't want you to see it. And what you're going to see is it says, do you want to, we've already entered our locations, right? We're right for this. In this case, we're targeting the United States. We're actually excluding Alaska and Hawaii because the client doesn't ship there. And then Google by default chose this other targeting option. Which basically ignores all of the targeting preferences that we put in up here, and I'll show you why. So the Recommended and Default option that Google chose is this top one that's not selected anymore. Why? Because we changed it. Because it doesn't make sense to choose it. And it says Target people in, regularly in, or who've shown interest in your targeted locations. Okay, so that opens it up to everyone who's ever shown interest in the United States. That's like the world. we might as well just not put any targeting in and just target the entire world full of countries. There used to be a third option, which is not available anymore. Google took it away and it said people in. your targeted location. So at the time that the auction happens, that person's, location has to be in your targeted location. So the best we can do at this time is to choose this option down here. People in a regularly in, which is not the recommended and not the default option. So whatever you do, do not just use Google's recommendations When you're setting things up and don't be afraid to open nested features, because often Google's trying to hide something like that, where they're just overriding some of the other targeting options that you've chosen. So open everything up, read it, understand it. let's move on to sneaky setting. Number two, this happens inside of search campaigns. I'm going to go over to a search campaign and then I'm going to click on settings. Hi there. Quick interruption. Do you know the main thing that prevents small business owners from getting their Google ads account into a position to grow and scale budget? A lot of businesses, especially those that are just starting out, have limited budgets. And so because of this, they're turned away by most ad agencies because most ad agencies have minimum budget thresholds that they're willing to work with. So what happens is the business owners end up learning Google ads themselves. And the problem with that is that most of the advice online is geared towards larger accounts. And the advice doesn't have any of those strategies or tricks that can kickstart the algorithm into giving a small account a leg up over larger competitors. So it often just doesn't work. And the business just ends up losing money month over month. If this sounds familiar, starter PPC can help. We offer Google ads management services that are designed for accounts that have between 1000 and 5, 000 budgets. Because all of our clients are just starting out, we've come up with ways to keep our management fees significantly lower than most agencies, because we know that every dollar saved on management fees just goes towards the ad budget, which is going to help the algorithm gather speed and power. So if you're serious about growing your business and you'd like a team of Google ads experts to help you without breaking the bank, check us out at starter PPC. com. Okay. Back to the video. And right here where it says networks, when you're setting up a search campaign by default, Google will include the display network. You guys display ads are not search ads, so you can literally set up a search campaign and by default, Google will ignore your wishes to do a search campaign and they'll start spending however amounts of unknown amounts of your budget for this campaign on the display network, they will not tell you how much of the budget is being spent on display because it's all bundled together into one. Search campaign, which is not even a search campaign. It's just called that. So the only way to make it a true search campaign when you're setting up a search campaign is to find this setting in the networks and uncheck include Google Display Network every single time. Isn't that crazy? And for those of you guys who are confused about what display is, display ads are just Image ads. So this would be like outbound display. it's just going to use the account wide assets basically, and just start showing images to everyone. This is probably the easiest way for Google to make money because they can just have a hundred people bidding to show an image on the side of a website everywhere you go. And that drives up all of that revenue. When you are a small business just starting out, we don't usually recommend doing outbound display, which is what this would be until you're a little bit bigger. I would say there's some exceptions to that rule. For example, if you have a B to C product. This is to consumer and that product doesn't really have a existing body of traffic that's already looking for that product. If it's more of an impulse by products where people need to see it and go, Oh my God, that's cool. I have to have that now, then you might make an exception and do an outbound display campaign while you're still small. I'm talking 5, 000 or less. It really depends on what you're selling and. A million other things, but when you're small, you want to start at the bottom of the funnel and outbound display is top of funnel. So you want to start at the bottom and work your way up to the top. Unless you have an impulse buy product. However, when you do decide to do an outbound display, don't do it inside of a search campaign, create a dedicated outbound display campaign. Why? So that you can control everything about it. You can control the budget and you have features and settings inside of that type of campaign that are made for display ads. Let's move on to tricky setting number three. This is inside of a remarketing campaign. It's also infuriates me. Let's click on, we have two remarketing campaigns going here. I'm just going to click on one of them. Okay. First of all, in a remarketing campaign over in audiences, you first have to add your remarketing audience, right? So you go here, you click edit audience. You choose the existing remarketing audience that you have set up over in tools and settings a long time ago, and it's been populating for a month or two, and now you can apply it to your remarketing campaign. And you'll see here, if I expand this table, it's the only audience here. And if I were to go into the settings for this audience, it would be targeting, not observing. Observing is. It's not the same as a remarketing campaign because in a remarketing campaign, you only want to remarket to people that have been on your website already. So you have to target people that have been on your website, not just observe them. Once that audience is applied, now head over to settings again you're going to click on additional settings. actually, I think the only way to get to it, even in the main campaign settings. Google by default will turn on optimized targeting. Optimized targeting means that Google's going to take your audience settings that you just. laboriously worked to build that audience, make it eligible for a month and a half, and then apply it and make sure it's targeting over in the audience section and create a true remarketing campaign. And Google's gonna throw it out the window because optimized targeting means they're going to show it to anyone they want to. So it completely undoes all of your targeting settings. And there's so many people out there that think they're running a remarketing campaign. And because of this setting, they're not running a remarketing campaign. It's just an outbound display or video, whichever type of campaign you're running. It's not remarketing. So make sure you turn this off. Again, the way you get to this is first you add the audience because that setting won't even be available if you didn't apply your audience yet. And then you have to go to the ad group. And then you have to click little settings icon. It's not in the main campaign settings area. It's hidden. Sorry to deliver this news to you guys that you're being manipulated by Google. the more you have some control over. What you're doing inside of Google ads, all these little things really matter. It should be that what you think you're purchasing through the company. Google is what you're actually purchasing, right? You're paying for a service and they're selling you a completely different service without telling you and they're hiding it in the settings. So it's up to you to educate yourself, All right. Good luck. Thanks for watching.