You can't trust Google Ads data — do this instead (with John Moran) | The PPC Mastery Podcast Ep 19

In this episode, John Moran shares why you can’t trust Google Ads data, and how to scale your campaigns instead. This episode is full of gems, enjoy! About John Moran: John is one of the smartest minds in the PPC industry. He is the Co-Founder of Solutions8 and Chief Strategist at Tier11. Follow John Moran on LinkedIn: https://www.linkedin.com/in/johnmorangads/ 🗞️ 𝗦𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗧𝗵𝗲 𝗣𝗣𝗖 𝗘𝗱𝗴𝗲. Get advanced Google Ads tips in your mailbox every Monday and Friday: https://www.ppcmastery.com/newsletter 🔥 𝗪𝗮𝗻𝘁 𝘁𝗼 𝘁𝗮𝗸𝗲 𝘆𝗼𝘂𝗿 𝗚𝗼𝗼𝗴𝗹𝗲 𝗔𝗱𝘀 𝘀𝗸𝗶𝗹𝗹𝘀 𝘁𝗼 𝘁𝗵𝗲 𝗻𝗲𝘅𝘁 𝗹𝗲𝘃𝗲𝗹? 𝗝𝗼𝗶𝗻 𝗧𝗵𝗲 𝗣𝗣𝗖 𝗛𝘂𝗯! Join The PPC Hub: our global community of world-class Google Ads Specialists. Get trained by us all year round, and learn & grow together with like-minded PPCers from all over the world. Become a member of The PPC Hub and make this the best year of your career! (1.200+ members) → https://www.ppcmastery.com/hub 💜 𝗦𝘂𝗯𝘀𝗰𝗿𝗶𝗯𝗲 𝘁𝗼 𝗧𝗵𝗲 𝗣𝗣𝗖 𝗠𝗮𝘀𝘁𝗲𝗿𝘆 𝗣𝗼𝗱𝗰𝗮𝘀𝘁. 📺 YouTube: https://www.youtube.com/@ppcmasterycom 🎙️ Spotify: https://open.spotify.com/show/4TFu3yXljvnFa3UKKPA9fW?si=7f3cfde7baf44f32&nd=1 🍎 Apple Podcasts: https://podcasts.apple.com/us/podcast/the-ppc-mastery-podcast/id1704617137 Intro - Welcome John Moran! - 00:00:00 Something about John Moran that most people don't know - 00:01:30 Something John believes about Google Ads that most people disagree with - 00:03:16 Smart Bidding and Scaling Issues - 00:05:25 John's approach to tracking: YouTube Engagements and Manual CPC - 00:09:42 Google's Incentive to Make Advertisers Spend More - 00:13:04 Smart Bidding Adjustments and Incremental Impressions - 00:16:29 Challenges with Broad Match and Exact Match Keywords - 00:21:05 Confirming Findings around Smart Bidding with Ginny Marvin's Comments - 00:22:37 Tracking and Third-Party Attribution Tools - 00:25:30 Edge Mesh - 00:26:03 Practical Testing and Measuring Success - 00:29:42 Suitability and Limitations of John's Approach - 00:33:12 Sustainability of the New Approach - 00:41:03 How John Moran innovates and comes up with experiments - 00:43:27 Rapid Fire Questions - 00:45:47 Future of Google Ads and Final Thoughts - 00:47:28 Three Golden Nuggets for Driving Results - 00:48:44 Where to Follow John Moran - 00:49:22 Closing Remarks and Outro - 00:50:47