The Rankable Podcast

The Messy Middle Ground of Google Ads

Featuring Susan Wenograd

In episode 122, Susan Wenograd takes the stage to share her profound insights into the dynamic world of Google Ads.

Susan shares thoughts on the current state of Google Ads, providing a comprehensive overview of the latest trends and developments and discusses how to expertly navigate some of these new challenges.

She also outlines how Google’s SGE could impact Google Ads, unlocking exciting new possibilities and avenues for growth.

Episode Time Stamps

  • [0:00] Intro

  • [2:31] The Current State of Google Ads

  • [4:21] How to Navigate the New Google Ads

  • [5:45] The Iteration Process for Google Ads

  • [9:35] Will Google Ads Improve Over the Next Year?

  • [13:05] Ideal improvements to Google Ads

  • [16:09] Impact on Black Friday

  • [19:00] What Role Will Google Ads Play in SGE?

  • [21:45] How SGE Could Benefit Google Ads

  • [22:42] Creative Trends in Social Ads

  • [26:16] Rapid Fire Rankings

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This Week's guests

Susan Wenograd

Title: Fractional Head of Marketing

Bio: With nearly two decades of experience in marketing, Susan has overseen the management of tens of millions of dollars throughout her career. She is a sought-after speaker and educator on global stages, sharing her expertise in successful paid media strategies. Her clientele ranges from Fortune 100 corporations to local enterprises, reflecting her versatile skill set.

In addition to her proficiency in email marketing and content, she offers distinctive and innovative insights into using paid media not only for driving sales but also for nurturing long-lasting customer relationships.

Susan also co-host the That’s Marketing Baby! Podcast. Providing key insights for marketers in content, paid media, and more.


Top 3 of anything: 

  • My Family
  • My Dogs
  • Traveling

Rank your best marketing win:

This past year, that pretty much every audit where I’ve met with resistance when I’ve said “You need to stop controlling this.” And every client that shared results has gotten better.

Rank your number 1 Ad Tool:  

Google Search Terms.

Rank your best Google Ads trick or tactic:

You can either choose to try to control the match types or you can control the audience and be less controlling about the search terms.

What I recommend that a lot of brands do is add observation audiences. Add as many as you can that make sense to your brand campaigns.

You can then take those audiences, make a campaign that’s filtered only to people that match those markets, and then run broad match against them.

You learn a lot about what they search for.

Rank what you love most about digital advertising:

It’s never boring.

Rank your top 1-3 marketers: 

Rank your best digital advertising learning resource:

Talking to other marketers one on one.

Rank your top cause or charity:

Lone Star Dog Ranch.

Host: Garrett Sussman

Title: Demand Generation Manager

Garrett loves SEO like the 90s loves slap bracelets.

Each week he interviews the most interesting people in the world (of SEO). When he’s not crafting content, he’s scouting the perfect ice coffee, devouring the newest graphic novels, and concocting a new recipe in the kitchen.

Get insights, stories, and strategies from a range of practitioners and executives leading the charge in SEO.

Enjoy this podcast? Check out Garrett’s video show round-up of everything search engine optimization: The SEO Weekly

Aaron Johnson

Considering AI Content?

AI generative content has gone mainstream.

Discover what that means for your business and why AI generation can be your competitive advantage in the world of content and SEO.