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Google Ads Masterclass: Internal Training for Million-Dollar Budgets Part 2

In this highly anticipated continuation of our Google Ads Masterclass, our esteemed Google Ads Strategist, Usama Khan, will dive deeper into the world of high-stakes advertising with million-dollar budgets. Get ready to unlock the secrets to audience targeting and craft compelling YouTube campaigns that leave a lasting impact on your audience.

Reaching the right audience is the key to success in advertising, and in this part of the masterclass, Usama will reveal powerful techniques to identify and engage with your target audience. He will also share his insider knowledge on creating captivating YouTube ads that keep your audience hooked.


If you're ready to take your Google Ads game to the next level, this is the masterclass you can't afford to miss. Whether you're an aspiring marketer or a seasoned professional, Usama's insights will revolutionize your approach to online advertising.


If you haven't watched Part 1, you can watch it here:   

 • 💰 Google Ads Masterclass: Internal Tr...  


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Related videos:

🚀 Cracking the YouTube Algorithm for a Successful YouTube Channel:   

 • 🚀 Cracking the YouTube Algorithm for ...  

📊 How to Measure Your YouTube Ads Performance:   

 • 📊 How to Measure Your YouTube Ads Per...  


0:00 Google Ads Masterclass: Internal Training for Million-Dollar Budgets Part 2

6:20 Increasing the Target CPA

8:37 Building YouTube ads

12:31 YouTube works well with larger audiences

14:24 Search for high-converting audiences in Google Analytics



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Transcript
MUHAMMAD:

Then we get into, once shopping has enough data and I have enough

2

:

data, I pretty much have all the data

I need to launch a search campaign.

3

:

I have all the keywords I want to target.

4

:

I have all the keywords I want to

include in my descriptions, in like my

5

:

product descriptions, and I have all the

keywords that I want to, insertions for.

6

:

did keyword insertions like last week

and half of the and everyone that I did

7

:

keyword insertion for went for portrax

and like for this product here all these

8

:

keywords are majorly based off of What was

converting in shop or what's converting

9

:

in this campaign like these and then we

have keyword insertions for Basically

10

:

terminologies that was consistent like

fat burners for I don't know women fat

11

:

burners for men Fat burners for weight

loss was like it was popping up a lot or

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:

weight loss was just more like weight loss

Was a consistent term across the board

13

:

that was coming up a lot in converting

paths of converting search term So I added

14

:

that right Then these, well, I rewrote

all these as well to account for, and

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:

I just haven't gotten it approved yet.

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:

But all these have been rewritten

to account for those converting

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:

keywords of which people like.

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:

So we show up, get better scores.

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:

So these went from like a

good port to an excellent.

20

:

So that's pretty cool here.

21

:

So how do I set this up?

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:

The setup guys, I like simple structures.

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:

Simple structures, and leaving them alone.

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:

The setup for here is

literally their products.

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They have bundles and then

they have singular products.

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:

They didn't want to run bundles on this.

27

:

So we have single product ad groups

sending them to the product pages

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:

stack at a tcpa With Max Convergence

TCPA and it's been left alone forever.

29

:

I think the recent changes we

talked about last week was where

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:

we added like 2, 000 keywords.

31

:

So now it's in the learning phase again.

32

:

How many do we have now?

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I don't know.

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:

Yeah, like we have 4, 000.

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This was like maybe 200 first.

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:

So we added like a lot of

keywords recently and we're

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:

using TCPA as like a control.

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:

Over here to mitigate it so it doesn't

go crazy, but if we go into the

39

:

early days of this campaign, whatever

that is, I honestly don't remember

40

:

that you can see that it starts.

41

:

It gets better.

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:

It's always going to hit a wall.

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You guys got to remember.

44

:

It's always going to hit a wall,

the upwards trend over the span of a

45

:

long, a long, a long, it started in

whatever December and till it took a

46

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whole month for it to hit its peak.

47

:

consistent almost right?

48

:

And I didn't touch this

campaign during this time.

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:

Neeraj is here.

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:

Neeraj.

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:

How much did we touch this

campaign after it was launched?

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we didn't touch this campaign at all.

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During this time, the last change

we made was literally two weeks ago.

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Basically the last, like the last

week of May and first week of June,

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when we were making all these changes.

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So I've left that alone completely

and untouched on a TCPA that

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I've seen deemed worthy of it.

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But that's that.

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Any questions on this?

60

:

You even changed TCPA goals?

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No, nothing.

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I left all the complicated things.

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I got it.

64

:

So once you're starting like the

sales campaign, after getting the

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sales from the standard shopping.

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:

So what, what window you are going to have

with TCP, it's going to be a broader or

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just, around your account level goals?

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Around my account level goals.

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at least set it and forget it.

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Right.

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And then I just wait.

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Cause it's hits a wall within terms of

what I can spend into it, but like it did

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here, what you're seeing is basically this

over here is where we're staying steady.

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Everyone sees that, right?

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Give or take.

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Yeah.

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Right.

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But that's just the ratio and spend

cost and what I can do with it.

79

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But whatever that wall is, Google

will find it for you, right?

80

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But here's what's interesting

about TCP and BroadMatch.

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this is actually kind of cool,

keyword search term, search keywords.

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Okay.

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What do you see converting pretty much

as one of the best ones, supplements?

84

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It's a single word and it's

converting at a better rate than.

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Think supplement fat burner.

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I didn't specify the tag for fat

burn right weight loss supplements

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weight loss supplements It's not

very specific fat burn or fat loss

88

:

Libido booster diet supplements like

none of these are specific to the

89

:

product or anything It's just very,

very broad terms and a TCPA on it.

90

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Are people landing on the product page?

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Yeah.

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:

Because you gotta

remember, these are broad.

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:

There's some keywords.

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Whatever this is, there's

keywords before and after.

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So someone that might search for a

weight loss supplement might end up on,

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I don't know where they're going.

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I don't care where they're going.

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It's converting, I'm

getting a new customer.

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Everyone follow.

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Yes.

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But do this with caution.

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Sometimes you want to be, sometimes it's

better to be more specific and phrase

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match, but that's client to client and the

amount of data you have in the account.

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So use your judgment.

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:

Would you increase the TCPA now to

increase the span in this campaign?

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So the problem is I did increase, we're

at the TCPA of cold traffic that he's

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comfortable with at these thresholds.

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:

If he had more legroom,

then yes, I would have.

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It's just based off your client's goal.

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:

Right now, these TC

PIDs isn't actually 60.

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Realistically, what we're saying

for a new customer, what it's saying

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here is 94, but it's actually around

200 according to backend data.

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:

Because the problem with search,

what I've noticed is that it's

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part of multiple touchpoints.

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People like clicking on search ads more

than they like clicking on shopping ads.

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I'm one of those people, I

always click like the first five

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links that are my things, but I

never click the shopping link.

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Like I'll click the shopping link

later when I'm like all pretty much

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:

ready to buy, anybody else do that?

120

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And then that becomes part

of multiple touch points

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instead of a final conversion.

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I know Colby is guilty of it too, Colby.

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You told me.

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:

Can you say that again?

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Search is more of a support

kind of network in my opinion.

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It works well with cold too, but

it's, I've seen it been, I've

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seen it be part of customer paths.

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In the sense that it's a longer

customer path than an actual one click

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purchase kind of situation where people

like to click on it multiple times.

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Like I'm one of those people that

will just search ads all the time.

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And once I'm familiar with a brand and

let's just say I'm looking, searching

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weight loss supplements, right?

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And then I see their shopping ad, right?

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I'll click their shopping ad after.

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Oh, I saw this brand.

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Does that make sense?

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Yeah, let's see.

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Who else does that?

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How many of you actually click the

shopping ads over the search ads?

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Nobody runs that in Nicaragua,

so Vivek is like, not me.

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I just go for the shopping ads.

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That's just right.

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That's fine.

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But yeah, I do that too.

145

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So it depends on product also sometimes.

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Yeah.

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Sometimes when I'm searching for

a grocery thing, then I click on

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shopping ad and then buy item.

149

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Fair enough.

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So that was search.

151

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What else?

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that's basically hierarchy.

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First I start with shopping.

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Then I go into search.

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And then I go into YouTube.

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TURTLE.

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I'm doing pretty good.

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It's getting better.

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DOT.

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It's dead now.

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YouTube.

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I personally like the

same setup per product.

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And a single one, but because of

the nature of the client, this one

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has to be set up per individuals.

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That's my shopping campaigns

too, because it's just, he spends

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money on certain products on some

certain scenario or situation.

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So we need more control of it,

but I personally like these set

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up where it's like, look at this.

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It went up, up, up, up, up,

and then it went down because I

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turned on optimized targeting.

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Don't do an unoptimized

targeting as a bad test.

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:

I'm still testing it, but so

far everyone that's tried it.

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Having bad results, but I'm going to

test it for a little longer and see

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:

what happens for a week, but this

is also an optimized targeting and

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this is dead, but that's the moral

of the story is just set it up.

176

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Forget it.

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Like this one.

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Oh, how do I get my audiences for these?

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Okay, who wants to guess?

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I'll get my audience for

these that I know will work.

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It's good.

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Just go ahead.

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Yes.

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It's a lot easier.

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So remember how it was like,

how we started shopping to

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get his keyword data, right?

187

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Using that keyword data, we created search

campaigns, so we know what campaigns work.

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It's the same thought process.

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Use data that we know works.

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So, we had shopping campaigns that...

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Also had a brand campaign, correct?

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Right.

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those brands, would it be believable

if I said those brands, the people

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buying those brands are my customer

base, there would be in specific

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audiences in terms of consistency.

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And here's where I get my audiences

for my audiences that I want to target.

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Go to the brand, go to the

insights, go to the audiences.

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I don't even have to think

go hunting for audiences.

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I know exactly which audiences to target.

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There's no.

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involved.

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Do you think it makes sense to

add all audiences as observations

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on your search campaigns?

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You don't need to.

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So that was before Google

started giving us these insights.

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Like if I go into search now

like for cold, let's just see it

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should give me audiences here too.

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Yeah, there we go.

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All my audiences are right here.

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The ones that work, right?

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:

You don't need to think about it.

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Just go for the ones that work.

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:

And I think, I don't know

if it goes that specific.

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:

Yeah, it doesn't go that specific.

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:

But it still gives you a general vicinity

of what the audience for your product is.

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Don't overthink it, right?

217

:

So we have, one we have, so

now we have a keyword audience.

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Because we know what keywords

work for what product.

219

:

Right.

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:

And now we have audience, well in market

and affiniate audience that we don't work

221

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for their business yet to add groups that

you know, are going to work right there.

222

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Given you have good creatives.

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Does that make sense?

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That makes sense.

225

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And if we want to target similar

businesses, we can have the URLs

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from the options accessible.

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I mean, I don't like doing that.

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I just feel like these audiences

are big enough, like, I don't

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:

know why people do that, honestly,

because these audiences are how big?

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Affinity?

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Six.

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:

I don't know.

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:

Very big.

234

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They're like billions, millions of people.

235

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You're not going to run out

of people to target there.

236

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YouTube works well with

larger audiences as well.

237

:

Just Google in general.

238

:

If you tie it up into like, just focus

on these, it kind of struggles more.

239

:

But that's my short summary of how

to, how I transitioned from the

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start phase to skill to different

campaigns in larger accounts.

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Questions, concerns, comments,

anybody actually like that?

242

:

Was that useful?

243

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Yes, thank you for sharing.

244

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I liked it.

245

:

And it was useful.

246

:

Thanks, Colby.

247

:

See Glenn, that's how you hype people up.

248

:

You're amazing.

249

:

You're one of the greatest

teachers I've ever, ever had the

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:

experience to listen to someone.

251

:

That's why I love university.

252

:

We're very privileged.

253

:

Yes.

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Each day, I think, thank God for them.

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:

Thanks, man.

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:

I try.

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:

Um, The only thing, if you've got a

brand new campaign and we don't have

258

:

a lot of insights inside Google, you

can actually go into analytics and

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do a search for analytics audience.

260

:

I did that too.

261

:

Like I used to do that, but the analytics

audience and the Google audiences are

262

:

very different in terms of overall, like

some of them are way off, but what you

263

:

can do is if you're looking for, okay.

264

:

All we need is one audience.

265

:

So if you went into analytics, looked

at audiences and sought by 12 months

266

:

and look for audiences that have high

conversion rates, like 2%, 3 percent

267

:

conversion rate, minimum 1000 impressions.

268

:

And you really, if you don't have any

data, you can find something in analytics.

269

:

You'll find a high converting in market

audiences are probably The best intent

270

:

type audiences other than keyword custom

intent audiences, but that's most of

271

:

the stuff you will the signals we'll see

inside google adwords Anyway, guys the

272

:

signals you got to think of it this way

There's millions and billions of people

273

:

for in each of these audiences each of

these keywords signals everywhere, right?

274

:

It's just a matter of giving google

a starting direction like start here.

275

:

It's not gonna stay there Obviously,

it's always going to explore more but

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:

it's like start here Kind of situation.

277

:

Does that make sense?

278

:

Who else has questions?

279

:

Everyone's just a genius.

280

:

I had one.

281

:

What's up Colby?

282

:

Your honor.

283

:

Okay.

284

:

I am a liker of grouping things together.

285

:

I've had standard shopping campaigns, like

not work, I haven't run them individual.

286

:

Like I liked the idea of putting them

individual because then you can like

287

:

turn the dials and things are going well.

288

:

But I've also liked grouping them

together, but is it best, say, if we're

289

:

doing your method here, like, at all

costs, we want to basically not group

290

:

them together if we don't have to, like,

don't mix, like, top 20 percent versus,

291

:

like, worst 80 percent or something into

the strategy that, like, Should that

292

:

just be a separate strategy altogether?

293

:

That's like a completely

different strategy.

294

:

I just like keeping them all together.

295

:

Yes, there are times where like one

product just starts spending and

296

:

converting, and yeah, you do have to

remove it, but majority, like if that

297

:

happens, like if you have a very large

catalog and Google has to find products at

298

:

some point, it will spend a good chunk of

money on Random product and try to convert

299

:

it, which it won't during those times.

300

:

You do have to remove those products,

like remove them completely.

301

:

You don't want to just keep on the

old someone said it's going to work.

302

:

No, you got to remove those.

303

:

You got to let Google find the winners,

but I don't like the thought process of.

304

:

Splitting things out.

305

:

I like shared data.

306

:

And the reason I said this, the supplement

client that I had that was running

307

:

on all the one where I was sharing

was per product per ad group, right?

308

:

What was interesting is we scaled that

client from literally, what was it, like

309

:

2, 000 a day to maybe 25, 000 a day in

ad spend purely using that structure.

310

:

What now, here's what I said, I

keep saying, I keep saying what was

311

:

interesting, but what basically was

interesting was if one ad group was

312

:

down one week, the other would cover

for it in overall spend, overall

313

:

conversions and everything, right?

314

:

And it would, it would give it a

consistent scale across the board to

315

:

the point where It was still scaling

at 25, 000 a day, but we just decided

316

:

to go to PMAX and try that again.

317

:

But, now we're split up,

but you get my point.

318

:

Yeah, I catch ya.

319

:

it just means I have to open

my arms a little bit more.

320

:

But that's okay.

321

:

Embracing hug.

322

:

no, I like that.

323

:

You're making me learn things.

324

:

Yeah, Kobe.

325

:

And it turns out I'm not always right, as

Glenn learned, and Abhishek gets to see.

326

:

I'm not always right,

like a lot of the time.

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