Why "Exact Match" Keywords Don't Work Anymore | Jeremy Yang ($450K/Month in Ad Spend)

Описание: "How many bullets you got in the chamber?" That's the first question Jeremy Yang asks before recommending Google Ads or Meta. Not your budget. Not your audience. Your CONTENT PRODUCTION CAPACITY.
In this episode, I sit down with Jeremy Yang, founder of Digital Goliath, who manages over $450,000 per month in ad spend. After 7 years and 16,000+ hours in the PPC trenches, Jeremy reveals what most agencies won't tell you about modern paid advertising.
🚨 THE BIG REVEALS:

Why "exact match" keywords aren't exact anymore (and what Google is really doing)
The offshore Google support nightmare that's destroying small business ad accounts
Why display ads should ONLY be used for remarketing (no exceptions)
The "bullets in the chamber" framework for choosing between Google and Meta
Why mixing 1.2X and 8X ROAS products in one campaign will kill your performance
How Performance Max changed everything (and what to do about it)
Real cost numbers: $200/click for tow trucks, $150/click for credit cards

💡 KEY FRAMEWORKS:
The Platform Selection Framework:
→ No video capability? 80% Google Search, 20% Bing (skip Meta entirely)
→ Strong video/UGC production? Heavy Meta investment
→ It's about content logistics, not audience targeting
The ROAS Structuring Rule:
→ Structure e-commerce campaigns by profitability bands, not product categories
→ "Law of averages will kill you" if you mix different ROAS targets
→ Tell the machine what success looks like in numbers
The Human-Bot Sandwich:
→ Bots don't have money - humans are still the end buyers
→ Content must serve humans even through AI layers
→ Subject matter expertise cannot come from LLM tools
🎯 PERFECT FOR:

E-commerce owners spending $5K+ monthly on ads
Marketing managers tired of agency excuses
SEO professionals who need to understand paid ads
Business owners trying to choose between Google and Meta
Anyone who thinks their Google Ads rep is actually helping them

🔗 RESOURCES MENTIONED:
Digital Goliath
Website: https://digitalgoliath.com.au/
Google Ads Management: https://digitalgoliath.com.au/google-...
Social Media Ads: https://digitalgoliath.com.au/social-...
ROAS Calculator: https://digitalgoliath.com.au/roas-ca...
CPC Calculator: https://digitalgoliath.com.au/cpc-cal...
Landing Pages: https://digitalgoliath.com.au/landing...
Blog: https://digitalgoliath.com.au/blogs/
Connect with Jeremy Yang:
LinkedIn:   / jeremy-yang  
Phone: 1300 347 677
Location: Sydney, Australia (Servicing Worldwide)
Other Resources:
SEOteric (Matt Brooks): https://www.seoteric.com
SEO Arcade: https://www.seoarcade.com
Unscripted SEO: https://unscriptedseo.com


🎙️ BEST QUOTES FROM THIS EPISODE:
"If you run out of ad budget, your campaign's over. But with SEO, you're building appreciable assets that are continuing to increase over time." - Jeremy Rivera
"Everything is broad-ish now. Doesn't matter how you set it. Competitor brands can sneak in, whereas that's never happened before. So exact match is no longer exact match." - Jeremy Yang
"How many bullets you got in the chamber? If you go 'Let's do this for three months' and you got like four assets... I don't know if you're going to last three months." - Jeremy Yang
"Meta is about burnout. So you got to refill and replenish the tank." - Jeremy Yang
"If you have one product line that has 1.2X and 8X ROAS acceptable, that's not going to work because it's too scattered. Law of averages will kill you." - Jeremy Yang
"Bots don't have money to spend. If you want something to happen, you still got to make sure it works for the last person who's going to be in the chain." - Jeremy Yang
"Since I started seven years ago, I only believe in using display ads for remarketing." - Jeremy Yang
📈 ABOUT DIGITAL GOLIATH:
Digital Goliath is a Sydney-based digital advertising agency specializing in Google Ads and Meta advertising for small to mid-sized businesses. Founded by Jeremy Yang, the agency currently manages over $450,000 per month in ad spend and is known for its hands-on, no-BS approach to performance marketing. With a 2% churn rate and an average response time of 28 minutes, Digital Goliath focuses on transparent communication and measurable results.
🎧 ABOUT UNSCRIPTED SEO:
Unscripted SEO explores the intersection of search marketing, paid advertising, and emerging technologies with industry experts. Hosted by Jeremy Rivera, the podcast focuses on connecting marketing tactics to actual business outcomes rather than vanity metrics. We bring on practitioners who are actively in the trenches - not consultants who theorize about what might work.