The best way to tank your results is to blame Google for the situation your account is in — even if Google is doing evil:
- “Google defaulted to Broad Match campaign setting in my account. Look at all those clicks from completely irrelevant search terms!”
- “Google enabled Enhanced CPC on all my Manual bid campaigns after I created a new conversion action. My Avg CPC almost doubled, and not even a 20% increase in conversions!”
- “Google decided to auto-apply all its recommendations. Now look at this terrible ad copy that hurts my brand, for keywords it auto-added that didn’t make any sense!”
The best way to improve your account’s results is to acknowledge Google’s actions — and beat your competition:
- “So, Google is pushing PMax like crazy, having my competitors waste a ton of ad spend on non-converting clicks that are hidden by conversions that would have happened anyway. Let’s beat them with my Standard Shopping setup!”
- “Oookay Google! You’ve got my competitor’s non-brand phrase match keywords to start matching for my brand name. Let’s have this competitor waste buckets of coins on clicks from the prime spot by temporarily lowering the bids for my brand keywords!”
- “OiOiOi, Google added some more extremely fraudulent ‘built for AdSense’ websites to its Display Network. Let’s automatically exclude these terrible placements that only send click and lead fraud to me (and my competitor, who isn’t running any placement exclusion script)!”
– Nils