#10 Getting the Most Out of Google Ads and How to Play the Game with Google Premier Partner Amy Hebdon

Fixing the Game Podcast by Luke

In this episode I'm talking to a Google Premier Partner in the US Amy Hebdon in an attempt to better understand her approach to get the most of Google Ads. She has a unique and pragmatic approach to making Google Ads work and we cover a lot from growth strategies to how to talk to the account managers at Google.

Kapitler

1. Introduction (00:00:00)

2. The importance of Google ads Premier Partnership in 2024 (00:01:28)

3. How to play the game when Google push's certain products (00:02:47)

4. How to work for the client's benefit whilst balancing the interests of Google (00:04:53)

5. Evolution to grow new accounts - tips & tricks to optimise Google Ads and manage performance (00:09:00)

6. Investing in brand keywords - optimising cost of brand visibility (00:11:31)

7. Campaign structure and fundamentals (00:13:00)

8. Auditing process for new Google Ads accounts (00:16:36)

9. Are Google Ads profitable and measuring profitability of campaigns (00:18:15)

10. Working without data privacy restrictions in the US and could this change in the future? (00:19:03)

11. Social and other alternatives to Google Ads and their performance (00:19:53)

12. Inventory outside of search and allocating budgets to video and display campaigns (00:21:07)

13. Strategies to optimise campaigns and growth tactics using Google Ads (00:22:57)

14. The future evolution of SERPS and impact on serving ads (00:30:36)

15. Agency and customer dissatisfaction of transitioning to GA4 (00:33:58)

16. Regulating agencies - the importance of the code of ethics and its relation between agencies and client relationships (00:36:10)

17. Should agency kickbacks from Microsoft, meta and Google be allowed? (00:41:53)

18. How to talk to Google reps & tips to get more out of them (00:42:58)

19. Google reaching its tipping point as the US Department of Justice lawsuit (00:44:14)