The Paid Search Podcast | A Weekly Podcast About Google Ads and Online Marketing

In this episode, Chris Schaeffer (the best Google Ads manager in the world) breaks down how Responsive Search Ads (RSAs) actually work and why a "Poor" Ad Strength rating directly causes higher CPCs, fewer impressions, and lower search positions. We uncover three massive misconceptions search marketers make, including why RSAs optimize for clicks instead of conversions, why Dynamic Keyword Insertion isn't a magic shortcut for asset diversity, and why writing throwaway headlines backfires when Google only displays two lines. Plus, we explore a real-world audit example where bad ad copy triggered a costly feedback loop targeting job seekers instead of clients.
To wrap up, Chris Schaeffer reveals his exact formula for structuring ad copy: a headline-pinning framework that locks in your core message while letting machine learning test your supporting features, benefits, CTAs, and trust factors. Tune in to stop wasting budget and start driving the right clicks!
Try Opteo for free for 28 days - https://opteo.com/psp

Chris Schaeffer - http://www.chrisschaeffer.com

Submit a Question - https://www.paidsearchpodcast.com
Submit a question or comment

Chris Schaeffer, one of the best Google Ads managers in the world, breaks down semantic intent in this episode—exposing how Google attempts to read the minds of both you and the searcher by matching underlying goals rather than literal words. If your high-ticket whole-house filter ads are triggering on DIY searches or cheap plastic pitchers, Google's natural language processing is to blame. We unpack how this guessing game wastes ad spend across Broad, Phrase, and Exact match types, revealing the hidden traps of close variants, inflated CPCs, and plummeting Quality Scores.
You'll get actionable strategies to stop Google's assumptions from draining your campaign budgets. We highlight the six primary victims hit hardest by semantic intent, including high-ticket service providers, low-budget accounts, and niche industries that Google fails to comprehend. Tune in to discover where semantic intent is misinterpreting your target audience and learn how to defend your spend using smarter keyword strategies and negative keyword control.
Try Opteo for free for 28 days - https://opteo.com/psp

Chris Schaeffer - http://www.chrisschaeffer.com

Submit a Question - https://www.paidsearchpodcast.com
Submit a question or comment

Thinking about bidding on your rival’s brand name? It sounds like an aggressive, high-reward growth strategy: bid on a competitor’s name or trademarked product, show up at the top of the page, and offer a compelling alternative to pull high-intent buyers away from the competition. While Google Ads policy permits this strategy at the keyword level, the financial reality behind these campaigns tells a completely different story.
In this episode, Chris Schaeffer tears down the myth of "conquesting" and explains why these efforts are better labeled vanity campaigns or kamikaze bidding—strategies that burn your budget just to feed an ego.
Try Opteo for free for 28 days - https://opteo.com/psp

Chris Schaeffer - http://www.chrisschaeffer.com

Submit a Question - https://www.paidsearchpodcast.com
Submit a question or comment

Learn how value based bidding can be used to improved the quality of your leads. In today's podcast Chris Schaeffer discusses how offline conversion tracking works and how you can get setup for this kind of bidding strategy.

Try Opteo for free for 28 days - https://opteo.com/psp

Chris Schaeffer - http://www.chrisschaeffer.com

Submit a Question - https://www.paidsearchpodcast.com
Submit a question or comment

Guest host Joey Bidner discusses the huge changes in the Google Ads Merchant Center that have recently been released. If you are an e-commerce advertiser looking to get more out of your shopping and Performance Max campaigns this is an important announcement that you need to hear!

Try Opteo for free for 28 days - https://opteo.com/psp

Joey Bidner - https://joeybidner.com/ 

Chris Schaeffer - http://www.chrisschaeffer.com

Submit a Question - https://www.paidsearchpodcast.com
Submit a question or comment