Jyll Saskin Gales Interview – The Google Pro (TikTok) – Lessons Learned from Million Dollar Audits

Written by onlineacademy

August 15, 2023

jyll saskin gales tiktok google pro interview

Great Interview with Jyll Saskin Gales (The Google Pro from TikTok) on best practices for setting up and optimizing Google Ads campaigns for long-term success!

We discuss her former role at Google, what she learned from auditing 1 million dollar per day ad spend accounts, and the most common mistakes she sees in Google ads accounts now (and how to fix them).

Learn more from Jyll Here:

https://jyll.ca/

@the_google_pro

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Timestamped summary
  • 🔍
    00:00 Focus on holistic campaign strategy, prioritize ROI, and use impression share as a diagnostic tool for campaign performance improvement. 
    • Jyll Saskin Gales discusses common issues and tips for avoiding them during Google audits based on her experience working at Google and auditing accounts for private clients.
    • Common mistakes in Google Ads campaigns include not setting up keywords with the right match types and not understanding the fundamentals of how Google Ads works.
    • Focus on the holistic approach to campaign strategy rather than getting caught up in specific tactics, and consider metrics like return on ad spend, conversion rates, and CRM integration for Enterprise level campaigns.
    • Focus on the main thing that keeps clients or ads profitable, and the only metric that matters is return on investment (ROI).
    • Low impression share in non-brand campaigns and brand campaigns can indicate issues with ad visibility, competitive conquesting, broad match usage, ad quality, and keyword budget allocation, making it a valuable diagnostic tool for campaign performance improvement.
    • Focus on primary and secondary metrics, don’t fall for fake gurus and clickbait, and don’t ignore important information but also don’t make it the primary focus.
  • 🔍
    06:05 Focusing on improving quality score and following Google Ads best practices can drive results and improve ad performance. 
    • Improving quality score from six to ten drives results and helps improve the performance of your account by focusing on keywords, ads, and landing pages.
    • High brand CPCs may be due to low brand quality score, low expected CTR, or poor landing page experience, and focusing on quality score can help identify and address these issues.
    • Focusing exclusively on conversions and revenue from ads without considering intermediate metrics can lead to overlooked areas for improvement in ad performance.
    • High click-through rates are important for certain industries, and following Google Ads 101 best practices can help improve quality scores.
    • Understanding and implementing best practices in managing ad accounts is crucial, especially when dealing with bid strategy and search impression share.
    • Focus on improving quality score, bring in a second set of eyes for audits, and have a process to follow when conducting an audit.
  • 🔍
    11:24 Approach audits with humility, assume best intent, and focus on collaboration to deliver the best results from Google ads. 
    • Start with fundamental steps before diving into advanced things, as often important details are skipped or ignored, and approach audits with humility, acknowledging that just because something is done differently doesn’t mean it’s wrong.
    • Assume best intent and look for reasons behind decisions in audits, avoid being negative and arrogant, and be open to discussion and collaboration with the agency or owner.
    • Be careful when suggesting changes in Google ads, approach with caution and open up a discussion rather than just criticizing.
    • The speaker provides a summary scorecard and a brief 2-5 page audit report with observations and recommendations for Google ad accounts.
    • Focus on delivering the best results from Google ads by staying neutral, focusing on the data, and working together with the business owner.
    • The speaker discusses the different approaches to creating responsive search ads and the debate over using ETS versus traditional ads.
  • 🚀
    17:47 Adapt and change before it’s too late, focus on user experience and compelling content, analyze and improve ad effectiveness on Google. 
    • Adapt and change before it’s too late, because relying on past strategies will eventually fail.
    • Focus on having at least 10 headlines and three descriptions, and aim for good or excellent ad strength, as poor ad strength may indicate issues with campaign setup and creativity.
    • The key to successful advertising on Google is to focus on the user’s experience and simplify the process of creating compelling content.
    • Analyzing the content and messaging of Google ads is crucial for improving ad effectiveness and standing out from the competition.
    • The speaker discusses the importance of writing compelling ads for Google, using expected CTR as a key metric for ad performance, and the impact of bidding strategies on ad success.
  • 🔍
    22:54 Targeting the right audience is crucial for performance, manual CPC is preferred over automated, smart bidding works best with larger budgets, and good data is key for smart bidding to work.
    • Targeting the wrong audience can cause a significant drop in performance, prompting the need to switch to maximum conversion.
    • Manual CPC is preferred over automated CPC, but it’s important to still have control and make adjustments.
    • Automated bidding strategies are recommended for brand search campaigns as they take into account more information than a person can optimize for, and smart bidding works well with larger budgets but may struggle with smaller budgets due to lack of conversion data.
    • Having good data is key for smart bidding to work, and smaller accounts with limited budget are left behind in Google ads, leading to issues with automated bidding and the need for portfolio bidding with a Max CPC.
  • 📊
    26:58 Different businesses have different needs, so it’s important to use the right tools for the job and embrace change in the industry to improve results.
    • Start with the basics and avoid overcomplicating things, give people the space to figure things out on their own.
    • Different businesses have different needs, and it’s important to use the right tools for the job, as portfolio bidding can lead to expensive clicks, but Max conversions have improved over time.
    • Pmax for lead gen requires an integrated CRM and offline conversion tracking, and just because it didn’t work for one person doesn’t mean it doesn’t work overall.
    • Embrace change in the industry and try different methods instead of sticking to the same old ways.
  • 🔍
    30:11 Connecting CRM and phone calls is crucial for performance, analytics is valuable for clients spending millions on Google ads, and working at Google can be beneficial for handling large accounts. Collapse
    • Connecting CRM and phone calls is important for performance, with the budget for local leads depending on the size of the company and the potential use of Salesforce for tracking and marking sales.
    • Analytics adds value and works well for clients spending a million dollars a day on Google ads, but may not work as effectively for smaller clients.
    • Joe Schmo’s Corner Store can only spend $20 a day, but the solution is not bad, as machine learning can learn in a couple of days and broad match anything, with teams dedicated to testing and the ability to spend $200,000 and move on if it doesn’t work.
    • Google outsources to Teleperformance for sales, and while some reps may be aggressive, not all are the same.
    • Clients were spending millions on Google, the speaker was a specialist in international growth, and working at Google can be helpful when working with large accounts.
  • 👩‍💼
    35:04 Learn from the interview and subscribe for more training videos.

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