The Ultimate Guide to Google Ads for 2023 | Part 3: Building Search Campaigns

john: 00:00:11

welcome to the Ultimate God for Google Ads chapter three.

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you guys have no idea how many takes that took us, right?

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we're 45 minutes into our day already.

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We're gonna go over search campaigns now.

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We went over search campaigns in chapter one, but that was specifically for brands.

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Mm-hmm.

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. So brand search and then generic searcher.

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Very different beasts, aren't they?

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John?

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yeah.

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Use different match types, different bidding strategies.

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And we're gonna kind of walk you through a scenario for each because

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sometimes in search you wanna be really, inexpensive in your C P C looking for

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a specific type of person, but may not have, a really nailed down keyword.

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Or the other way where you have your keywords really optimized.

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You're looking for position and.

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You are gonna want to really own a, market for, small select group of

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keywords that potentially may not scale.

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So we're gonna go through a couple of different scenarios.

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Let's find uh, the pros and cons for each and tell you exactly how

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to beat Google at its own game.

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Now, question for you, John, that I know is on everybody's mind.

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How much information do you hold back and reserve only for clients?

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A little tiny bit.

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It's more of just like the.

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Newest strategies that we don't wanna release to the public just

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yet because we have a lot of clients and a lot of our clients are in

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competition with, other agency clients.

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So we might test something that we haven't released yet and test for a few months.

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And once we get all of our clients on board with the new strategy and it's been

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working, then we shoot a video about it.

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To say like, Hey, here's what we saw.

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This is what we did, here's the results.

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I think videos are kind of useless when you're like, Hey, I'm gonna test this out.

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I'll let you know how it goes.

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And people are like, all right, cool.

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So it's a confidence factor.

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, I mean, once we're confident we release everything, right?

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Yeah.

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That was the answer I wanted.

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Oh, there you go.

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here.

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I'm a man of many words.

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. I'm excited, man.

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Let's do it.

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Let's dive in.

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Cool.

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All right.

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first thing, lemme just get this So this is, should be a fairly

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familiar screen to everyone.

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This is when you're clicking on a create a new campaign and.

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There's a few different ways that you could run a search campaign.

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For the most part, it's gonna be really simple just to set

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up without a goal guidance.

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It's a search campaign.

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It, you don't really necessarily need to choose a campaign objective.

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It's just gonna choose a bidding strategy for you.

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But we're gonna discuss different bidding strategies and why

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they're useful in each scenario.

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But we're just gonna click create a campaign without a goal guidance.

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Click search.

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This one here, I'm in a different client account right now, but I

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just needed to, needed to have something that was available.

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Choose whatever conversion actions you want to track for search.

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Could be phone calls, could be you know, imported leads that you're

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counting again could be whatever it is.

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Just choose the specific conversion goals that are right for you.

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can skip this part here and I'm just gonna call this a search campaign.

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because I'm, so bidding strategy, again, this is where things get a little bit

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wonky, where you can choose a different bidding strategy that would probably work

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better for you in exact phrase match.

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But right now it's not giving us any choice.

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We have to choose an automated bidding strategy, which is why

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it's called you versus Google and the ultimate guy to Google ads.

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So, Not ignore this part right now, but if you wanted to use manual and we'll talk

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about why you want to use manual after we create the first one you can just, you

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have to choose an automating strategy.

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Then afterwards, go back in and change it cuz it's horrible.

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This one here is maximize conversions.

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This is the bang strategy here.

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This here is maximize conversion value.

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Either one you choose, you can set a t roaz or you can set a t c.

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For clicks.

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I don't recommend this one, not for the strategy of the strategy

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we're gonna be talking about broad match, but it's, really interesting.

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The, I always would recommend using a conversion-based bidding strategy.

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Whatever you can.

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If you wanna run manual, that's gonna be a different scenario.

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And we'll talk about that afterwards.

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But For broad match, which is what we're talking about now, we're gonna create

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a broad match search campaign, and we're going to really need an automated

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bidding strategy because broad match can go like its name, extremely broad.

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You can have fire cues show up for no joke, 10,000 different

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variations of that word.

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If you're optimizing for clicks, you are going to get some relevant,

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some irrelevant, and that's it.

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Google did its job, it says, I got you the most amount of

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relevant and irrelevant clicks.

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That's bad because you got the most amount of irrelevant clicks you could.

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So you kind of asked what you wanted of Google and maybe not thought about it.

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Is that actually what you want?

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It's kinda like, choose your wishes.

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You only get three.

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Choose 'em carefully.

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Same thing with impression share impression share is going

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to move you up to the specific impression share that you want.

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Twitter, it's first page, top of page number one.

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But.

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The intent of user is not taken into consideration with

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these, bidding strategies.

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So you're not necessarily optimizing for conversions.

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You may want them, you probably do want them, but don't focus on volume

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or positioning In a broad match campaign, you want to use conversions.

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Or conversion value if you're choosing a value for the specific type of conversion.

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know, especially for the folks that are just starting out, there used

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to be use cases for maximize clicks especially with exact match search.

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Mm-hmm.

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, if you knew the exact phrase, this is how you crack the

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code on real estate investing.

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I don't even know if you remember.

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so like we knew the exact phrases that converted, but when I say we,

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I mean you , and then it was just maximized clicks on those phrases.

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But with the expansion of match types, do you think that using those.

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More broad bidding strategies narrows the match type expansion, or do you

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think it's just a catastrophe all around?

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I think it's a slight catastrophe for, a click-based bidding

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strategy, like maximize clicks.

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Because when you look at the surface of Google, you're looking just at what the

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metrics that Google gives you maximize clicks looks very good, cuz maximize click

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does is it starts at the bottom of the page, sometimes page two and slowly works

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its way up in CPC to gain you the most amount of clicks for your daily ad spend.

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The problem is when you look at the conversions and then you look at the close

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rate, your close rate is often lower.

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Because what you're doing is you're putting yourself at about third or fourth

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on the page, potentially fifth considered.

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and Tried to get a local appointment from your neighborhood.

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And you're, if you're the third or fourth considered, sometimes it

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means that they couldn't work with a first or second in the search.

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And then they get to you and they say, yes, I, need, can I come in for you?

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I have this.

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of two medical plan that no one else takes, and you're like,

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yeah, I don't take it either.

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So now you're getting quote unquote conversions, but they're

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not actually turning into sales.

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So maximize clicks.

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Would any viable strategy for maximize clicks?

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Like is there any reason that you'd use it?

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Yeah, I would say that if you wanted to find a good position without having

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to run manual, you can run exact match on maximize clicks and give it about

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two weeks at a healthy enough budget.

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And I'd say, , I can get a 60% top search impression chair at $2

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and 87 cents for these keyword, And then you turn it into manual.

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And then you take that 2 76, you bump it up to 3 25 and you try to get a

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good second position and you nailed it before you have to kinda like save

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$5 and then you find out that you overspent, then work your way down.

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So there is a use case for It's just you have to invest into it.

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That's really smart.

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Yep.

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Cool.

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So we're gonna take conversions.

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I'm just, I'm not gonna use a T C P A target.

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John, you can get more conversions at a similar CPA by setting target

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and staying unconstrained by budget.

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I know it's so funny too, because they say unconstrained by budget, but literally

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what this does is constrain the budget.

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it's so dumb.

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I don't understand.

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We, we get calls from Google and they're like, Hey, we, you should

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set a target return on Aspen.

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I'm like, why would I cut my budget in half?

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They're like, huh?

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And it just happens every single time.

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And then I show 'em like five use cases in that same accountant.

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I'm like, this is why I'm running max conversions.

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And then they all just kind of, they're like, oh, okay.

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That, I guess that makes sense until the next person from Google calls

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me and we do it all over again.

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But a target cost per acquisition, this is really important to know about bidding

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strategies, target cost per acquisition tells Google, I'm gonna put this at 50.

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do not spend a dime unless.

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Fairly certain that you are gonna get a conversion at $50 or under.

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but if Google says this conversion's gonna cost me $91, it says, I'm

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just not gonna show my ad because I'm gonna fall outside the goal.

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So when it says unconstrained it's incorrect.

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What this will do is if you hit target c p a and you type in 40 and I've

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set my, budget to a thousand dollars a day, it's gonna spend $238 of it.

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Let's just say.

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And now we're ta-da, we're all done.

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Like, good job.

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You got all the leads that you wanted.

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But then you turn this off, for example, and you find that it starts two test more.

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And sometimes I've seen the CPA lower because what Google

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doesn't know about a person is.

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If they're going to convert or not.

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So it hides, but if it did show, would they have converted?

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We don't know.

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So sometimes you can actually get the same or lower C P A by removing that T C P A.

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it's really an odd scenario where I'll give you a good example too.

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If you're emergency clinic, that's what we'll we'll talk about right now.

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Vet veterinary clinic if you're an emergency.

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How is Google going to ever use its historical information about

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a user to show your ad or not?

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whether you're a 19 year old male or a 71 year old female, there's nothing

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about your demographic that is going to be a signal to Google because your

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dog's choking on a chew toy right now,

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So what's interesting about that is it it starts to limit, its.

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About a person.

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It says, well, this person likes crocheting.

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They watch MASH on tv.

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They go to church.

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I don't think that this person is gonna convert because they typed

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in my dog as choking on a chew toy.

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it's, kind of becomes irrelevant at that point.

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Situational is different than, Demographic.

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So understand your audience and understand that Google is going to make predetermined

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decisions based on what it thinks a user is going to or is not going to

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convert on emergency short sale cycles.

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I'm thinking like, if you have a restoration company that needs to or

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emergency plumber all those automated bidding strategies do is hurt

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your campaigns because they don't.

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What a person is going to convert on when all of your audience

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demographics are different because it's a situational issue.

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So just know that for, example.

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Cool.

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So here we see Google again.

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Screw us up here.

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Search partners should be tested, but should be monitored.

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I actually have a different campaign to share with you.

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I just did a evaluation on an account the other day.

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Actually it was yesterday.

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I don't know time very well.

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But this account here, which is really funny, you'll see this, this will be

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blurred, But pretty high spend account.

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You'll see this here, so last 30 days.

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This is a, small case for it.

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I'll, I'll share with you the progression as to why this is bad and why I

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say you have to watch it carefully.

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So here's the Google Display Network and then here's Search Partners.

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What you'll see here is in this campaign, which is blurred, we have 56,000,

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59,000 at the top, and then we have 861 at the bottom, which is the bottom

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of the search, and we spent $1,200 on display, another 3 28 on search partners.

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Now, the search partners did get a.

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And it was actually a fairly it was a good conversion.

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Now, the cost per conversion was more than double what the average cost per

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conversion is at the top of Google.

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So they spent 3 28 instead of 1 41, and then the $1,279 that they

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spent on display got nothing.

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And it gets exacerbated when you're talking about High CPC or low CPC areas.

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So this here is a Google display network.

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Now this doesn't look that bad.

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Out of $2,000, they spent $300 on the display network and they got

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zero conversions, where at the top it was getting 258 at $6 a conversion.

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So that's huge.

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Google top $6 conversions, display network zero.

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And they spent about 15% of their budget.

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Here's the fun part.

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Now fast forward from last 30 days to last seven days, and what's interesting

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about this is the display network.

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As soon as this loads, So here's what's fun is now last week though,

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we still spent 225 on a thousand.

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Now this is 25% of our budget.

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It's gotten worse re more recently.

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Why?

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Well, it's a higher C p C than the top of search.

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That's bad . That's not good.

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But Google loves money.

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So now they've figured out that the display network is more

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expensive than the top of search.

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And now I'm spending a quarter of my budget, I'm still not getting conversions.

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So when I say Google Display Network, absolutely watch it.

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You need to watch it.

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We always spend 13.

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Since on the search partners, we didn't get anything.

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But all you have to do is go into your campaigns, click segment, click

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top versus other, and it will tell.

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Where your ads are showing and, what is a conversion?

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So as at the top usually is the best.

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And then display network or search partners.

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Sometimes these work really good.

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They can absolutely work really, really well.

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Most of the time they don't.

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But Google will default because be a good parachute salesman.

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right?

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You need this to save your life.

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Sometimes they make a little whoopsy daisy.

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But I've never heard any complaints from a person whose parachute didn't open.

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I'll just say that.

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Good stuff, . So let's turn those off because that's just not a good idea.

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I know.

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Google, no, wait a minute.

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John , if you were to enable search network, you'd expand your reach with

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Google search partners, . You know, what's the best thing about this?

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Lie right here.

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How display works is when you run out of search Audience.

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It takes the delta between what you've spent and what your daily budget is

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and just blows it on a random audience.

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On display, , we have more inventory to sell . Right.

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It's like, okay, you're spending $2,000 a day.

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And you may only have budget for $400 of inbound search.

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Like let's say you're that dentist looking for a cosmetic procedure and

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you can spend $400 a day, which is awesome, but you said 2000 because

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you want to capture everything.

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If you enable search or display, you're gonna spend $1,600 running banner ads.

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On random sites and only $400 on what you want, but you'll spend the full

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budget and you're none the wiser.

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And Google may, has made, you know, four times this money or five times high.

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Can't math.

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But that's what's really interesting is it will eat into your daily budget

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when the search volume is too low, but you'll still spend your full, spend.

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And it's, so bad.

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It's such.

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So, yeah, just know that's what that does.

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All right.

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Locations, again, it's up to you.

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Whatever your locations need to be, just make sure that you open up this

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location options and tick this box here because we don't want people who have

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shown interest in your target locations like United States, cuz in your ad

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shows, obviously in different countries.

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Anybody that has an interest in the United States, who are those people?

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Man, that is a wide audience.

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So make sure this is click.

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So this way people that are in or regularly in your target locations are

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only gonna be the ones that see your ad.

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If people travel from to and from a specific place, you're gonna show

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the ad to where they're currently in, even though they may travel to a

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location that they are frequently in.

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So just know that that's a difference there.

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Typically it's pretty good though.

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It doesn't really usually go out of the country too much.

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But if you are looking at a map and you're talking about a very specific geographical

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location, like let's say Phoenix, Arizona, people that are in Scottsdale or Mesa

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or Tempe or Chandler, if they work in Phoenix, they're gonna see your ad.

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So just know that there's a margin of error because people are

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mobile and you're targeting their mobile device kind of by default.

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Next for search I actually usually just click off all

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English and use all languages.

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You're gonna be bidding on search terms.

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Now here's the funny part is Google is getting multilingual.

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I've actually been seeing search terms in different languages that when I , when I

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Google translate 'em, cuz I always speak horrible English, I see that it's a search

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term that is actually really, really good.

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Like it might say like dentist's office near me, but written in Spanish.

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That's okay.

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As long as, that's person is maybe bilingual that's searching

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or the, company may be bilingual.

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It's great, but just know that Google will do that and sometimes that's okay.

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Just depends on if you can just outta curiosity.

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And if you see a lot of that, let's say dental office is a really good example.

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You don't have dental practitioners or you know, a hygienist who speak Spanish.

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Mm-hmm.

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, should you just come in here and jump pump in English to protect.

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You can, I would pump this one over to English, which is good.

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But you can also negative out those keywords, mm-hmm.

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so that that will be, and make sure their exact match.

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But you can negative 'em out.

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Sometimes you get a little bit of a kind of a cat and mouse game where

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you're just constantly like whacka ball.

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It's like a new one comes up.

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You cancel that one until a different one comes up.

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But what's nice is it's very infrequent.

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Probably if there is a high Spanish speaking population, it seems to be

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like one out of every hundred times.

john: 00:15:23

So it's not too bad.

john: 00:15:24

But just know that's something you have to contend with.

john: 00:15:25

Well, and if there's a high Spanish speaking population, it's dangerous to

john: 00:15:27

have English only because they might have settings on the browser that would

john: 00:15:30

inhibit them from being able to see your ad, even if they're searching in English.

john: 00:15:33

Yeah.

john: 00:15:33

And it might be something really, really simple like an

john: 00:15:35

emergency chiropractic, like they.

john: 00:15:37

Are gonna come in, they need it, they're gonna pay Right.

john: 00:15:39

It, you don't have to have a big sales process.

john: 00:15:42

And sometimes some of that is maybe a little bit, not

john: 00:15:44

fluent in English can get by.

john: 00:15:46

Great.

john: 00:15:46

it, just think about those situations too, there.

john: 00:15:48

Audience segmentation.

john: 00:15:49

This one you can overlay an observation, which I think is a good idea.

john: 00:15:52

Be very careful with this.

john: 00:15:54

These change very often.

john: 00:15:56

So what I mean by that is if we're looking at let's just say autos

john: 00:16:00

and vehicles, and we're looking at specifically motor vehicles and we're

john: 00:16:04

looking at, new, this is good, this is usually a fairly static audience.

john: 00:16:08

Now there's outliers that sometimes mess you.

john: 00:16:11

in October, November, 90% of all of our conversions in pretty much every

john: 00:16:16

account in the United States have like holiday shopper and Black Friday

john: 00:16:19

shopper and things that are seasonal.

john: 00:16:21

So just know that this is not a static in-market audience.

john: 00:16:25

They ebb and flow Between in market and outta market specifically for you?

john: 00:16:28

So let's say I'm a car dealership and I'm losing autos and

john: 00:16:31

vehicles, motor vehicles, new.

john: 00:16:32

Good.

john: 00:16:33

Now the bad part is my motor vehicles is also technically a new

john: 00:16:37

scooter that is a motor vehicle and that is autos and vehicles.

john: 00:16:41

You might have a really good week and then you might have a really bad week.

john: 00:16:43

That's because the RV people moved in and the car people moved out.

john: 00:16:46

So don't treat this as a static audience that's.

john: 00:16:49

Perfect.

john: 00:16:49

Just, it's gonna have an ebb and flow to it, so just be careful about it.

john: 00:16:52

I usually like observation, make bidding adjustments if and when you want, and only

john: 00:16:57

on manual, because target c p a just kind of ignores your bit adjustments anyway.

john: 00:17:00

So just know that that's a thing here.

john: 00:17:02

But I use a sparingly just because it's not always dependent.

john: 00:17:05

My keywords usually are really dependent.

john: 00:17:07

They work well, or sorry, dependable.

john: 00:17:08

They work well.

john: 00:17:09

Audience segments, little bit of wishy-washy depending on the industry.

john: 00:17:12

Here's funny as automatically created assets.

john: 00:17:14

This is actually not bad.

john: 00:17:16

This one, I've seen some good stuff out of it.

john: 00:17:19

So one of the things was they actually were able to scrape my homepage hero

john: 00:17:23

image, and then they used a cropped version of that as a image extension.

john: 00:17:27

If you.

john: 00:17:27

Don't want to, or if you're not gonna monitor very closely or you're not

john: 00:17:31

really caring about exactly how your ad sounds, you can use the automatically

john: 00:17:35

created assets and it basically just says, Hey, we're gonna help you

john: 00:17:38

generate headlines and descriptions and other assets, which is ad extensions.

john: 00:17:41

But this will Fully automate your ad building experience.

john: 00:17:46

Question about this.

john: 00:17:46

If it pulls an automated assets, During the campaign build process,

john: 00:17:50

you get to review and approve 'em.

john: 00:17:51

Are you also now giving Google the permission to change and update

john: 00:17:55

those ads in on an iterative scale?

john: 00:17:57

Yeah.

john: 00:17:57

Which sometimes is good, sometimes bad.

john: 00:17:58

if you start to revise your website, it'll revise the ads to It'll take in your

john: 00:18:02

page title and your page description and your H one through H six tags in order,

john: 00:18:06

primarily in order to build its ads.

john: 00:18:09

So if you really like your website and you're like, your pay title is.

john: 00:18:12

No that, that's probably gonna be in your ad, but if you have like, your homepage

john: 00:18:15

is the world's best Google Ads agency.

john: 00:18:17

There you go.

john: 00:18:17

There's ad headline number two, for example.

john: 00:18:19

So just know that it's gonna be pulling and customizing within

john: 00:18:23

reason what's on your website in order to build your content.

john: 00:18:26

So it's like final Google expansion.

john: 00:18:28

Yeah.

john: 00:18:29

Or like a DSA campaign, right?

john: 00:18:31

Yep.

john: 00:18:31

Dude, this is, we're just, every time I see something like this, it's one step

john: 00:18:34

closer to just giving Google a domain name and a credit card and letting it go.

john: 00:18:37

You know what's good is like people like us that actually works well.

john: 00:18:39

This may be the gateway drug to Google Ads , it's like, yeah.

john: 00:18:42

People that are just kind of starting off and then we don't

john: 00:18:44

want something that's just good.

john: 00:18:46

People that are like low spend, they don't really care and they

john: 00:18:47

just wanna have them automated.

john: 00:18:48

Those wouldn't be like a good ad as agency client because typically

john: 00:18:53

your fee's gonna be more than what they're spending in Google Ads anyway,

john: 00:18:55

like four or $500 a month maybe.

john: 00:18:57

So I think this is good because it does help.

john: 00:18:59

Like, kind of make that first step into Google.

john: 00:19:02

And if they start to see some success and they want to scale,

john: 00:19:05

but they don't know how, then they, then they become our clients.

john: 00:19:07

So I like it.

john: 00:19:08

I kinda like it's a little bit nerve wracking because you see, you

john: 00:19:11

know, some odd things, but then if you hop in, you're like, yes, it

john: 00:19:14

only made actually seven out of 15.

john: 00:19:15

Your quality your ad strength is actually average.

john: 00:19:18

We need to get that up to excellent.

john: 00:19:19

Do we need create another rsa, blah, blah, blah.

john: 00:19:21

Like we can shepherd them through again, using that term.

john: 00:19:24

As of yesterday the process of actually getting this thing built out and having

john: 00:19:27

a really, kick ass Google Ads account.

john: 00:19:29

So I'm gonna use, I'm gonna turn this off right now.

john: 00:19:31

Ad rotation.

john: 00:19:32

Leave that alone.

john: 00:19:33

I don't even know why they, even offer this.

john: 00:19:35

It's weird.

john: 00:19:35

And then what's funny is you can do not optimize and then when you

john: 00:19:38

create the campaign, auto apply, comes in and changes that for you.

john: 00:19:41

Anyway, , Start the end date.

john: 00:19:42

Leave that ad schedule again.

john: 00:19:44

This may be relevant to you in a search campaign if you have a brick

john: 00:19:47

and mortar location and people that need to answer the phone.

john: 00:19:49

all you're missing out on the people that are finding you the day before and

john: 00:19:51

then calling you the day after, because, you the day before, but they found you.

john: 00:19:55

So just know that that's a thing.

john: 00:19:56

We're gonna skip u t m parameters and dynamic search ads.

john: 00:19:59

We're not talking about that in this one here.

john: 00:20:01

All right.

john: 00:20:02

Now we're gonna use keywords and ads.

john: 00:20:04

I'm gonna use that emergency clinic again.

john: 00:20:06

What I'm gonna do actually is I'm gonna use an actual emergency clinic.

john: 00:20:10

So I'm gonna enter into url to scan, and I'm gonna ask it to

john: 00:20:14

give me keyword suggestions.

john: 00:20:15

I do like this here.

john: 00:20:16

It works pretty well.

john: 00:20:18

I, again, like it's, 90% there if for broad match.

john: 00:20:20

It's, it's amazing, honestly.

john: 00:20:22

So here's the keyword.

john: 00:20:23

And inside of the Google Keyword Planner, that's what this is here.

john: 00:20:27

This area right here is exactly the same as if you went to Keyword

john: 00:20:30

Planner and did the, did the, actually can I open this up in the tap?

john: 00:20:33

Cool.

john: 00:20:33

It's the same exact thing.

john: 00:20:34

If you go into Keyword Planner and you can discover your keyword, start

john: 00:20:37

with the website, paste that in there, use the entire site, get results.

john: 00:20:40

A lot of times this is gonna be almost identical.

john: 00:20:42

It's the same tool.

john: 00:20:43

So you can kind of see all the search rooms here.

john: 00:20:45

This works really well for Broad.

john: 00:20:47

The reason why I say it works well for Broad is because exact match.

john: 00:20:51

I'm not gonna have, emergency vet care and emergency vet care near me.

john: 00:20:54

I'm just gonna choose exact match vet care as I'm still gonna have near

john: 00:20:57

me because exact match keywords are close variance, which is basically

john: 00:21:02

also a phrase match, everything we knew about match types is gone now.

john: 00:21:05

Broad match.

john: 00:21:06

Still very broad phrase.

john: 00:21:08

Match is more like broad match modifier used to be, and exact match

john: 00:21:12

is now phrase match, and there is no such thing as exact match anymore.

john: 00:21:16

For the sake of the education here, John, just let's assume that we're mm-hmm.

john: 00:21:19

, there's maybe some newbies that are watching.

john: 00:21:20

Will you show them the difference between broad phrase and exact, just visually so

john: 00:21:24

they know what that, what they look like?

john: 00:21:25

Sure.

john: 00:21:26

So you're talking about like what they look like.

john: 00:21:28

Yeah, just do the quotes of the brackets.

john: 00:21:30

Yep.

john: 00:21:30

So this is a broad match.

john: 00:21:32

What this will do is broadly match to any search term that is closely related.

john: 00:21:37

So you may, so this could be 24 Animal vet could be like all day pet hospital.

john: 00:21:42

It can even just be Vet

john: 00:21:44

You can either choose to use that or not.

john: 00:21:47

Animal vet, I've, you can have like how to tranquilize a horse?

john: 00:21:53

I kid you not, that would show up.

john: 00:21:54

So it is so broad.

john: 00:21:56

Bench is really an articulation of intent.

john: 00:21:59

Hey Google, we want people whose intent could be 24 hour animal bet.

john: 00:22:04

And then Google from an AI perspective says, okay, I think

john: 00:22:06

someone who wants to tranquilize a.

john: 00:22:08

Needs a 24 hour animal vet.

john: 00:22:10

Right.

john: 00:22:10

And you could get how to tranquilize a hor horse inside of 24 hour animal Yeah.

john: 00:22:14

That's what's really scary is like this thing will go very broad.

john: 00:22:17

So when you're talking about maximize clicks, you're gonna get every

john: 00:22:21

irrelevant and irrelevant search term.

john: 00:22:23

Wow.

john: 00:22:23

Regardless, anybody going to Google and typing in a question that has to do about

john: 00:22:28

animal health, you're gonna show up.

john: 00:22:30

That's the bad part.

john: 00:22:31

with maximize conversions.

john: 00:22:33

It has a built-in sort of like a negative keyword tool inside of it

john: 00:22:37

because with maximized conversions, it says, I've gotten three clicks in the

john: 00:22:41

last three days of how to tranquilize a horse and I didn't see a conversion.

john: 00:22:45

I'm gonna stop showing up for that keyword.

john: 00:22:46

So it has a fail safe in there that it will stop overspending For keywords that

john: 00:22:51

do not convert, those keywords that do not convert are the irrelevant ones.

john: 00:22:55

You can negative out those irrelevant search terms, but just

john: 00:22:59

know that you're the police that show up like after a murder to try

john: 00:23:02

to stop it from happening again.

john: 00:23:03

A lot of times it's one impression, one click, it's not gonna happen

john: 00:23:06

again, and you're just gonna get us.

john: 00:23:07

Have you used that analogy before the police that show up

john: 00:23:09

after the murder hit ? Yeah.

john: 00:23:11

Right.

john: 00:23:12

And what's funny is like, you know, that was how to trick lies a horse.

john: 00:23:14

But then the other search was, can a horse die after being tranquilized?

john: 00:23:19

Then you're showing up for that one.

john: 00:23:20

You're like, oh God, I got negative that one out and you're

john: 00:23:22

just gonna play Whack-a-Mole.

john: 00:23:22

It.

john: 00:23:23

There's basically try.

john: 00:23:25

Exclude the English language from your negative keywords.

john: 00:23:29

That's exact match is what you're doing.

john: 00:23:30

You're basically just trying to make an exact match scenario.

john: 00:23:32

Just use exact match.

john: 00:23:34

Broad match is gonna be all the different ways, shapes, and

john: 00:23:36

forms that people can type in.

john: 00:23:38

Anything related to these keywords here, usually they're pretty good.

john: 00:23:42

Like if you have a good search volume for these here, 90% of that will be that

john: 00:23:46

you know, that open now emergency pet clinic, you know, that kind of stuff.

john: 00:23:49

It'll, it'll be close enough and it'll be 90% effective.

john: 00:23:51

And over time it.

john: 00:23:52

You know, 99% effective after about three months.

john: 00:23:54

So this is still very good because especially with a animal emergency

john: 00:23:58

clinic, people are panicking.

john: 00:24:00

They're looking for someone.

john: 00:24:01

Now that turns me in, turns this into the the bad idea as to why

john: 00:24:07

you would not want to use broad.

john: 00:24:09

So if you would not wanna use broad, because you are not gonna

john: 00:24:12

wanna show up for every single variation of pet emergencies, you

john: 00:24:17

want to be found at the top because.

john: 00:24:20

These are people that will pay thousands of dollars to the first

john: 00:24:22

person that answers the phone, cuz Pluto's throwing up constantly.

john: 00:24:26

So just know that's the crazy part is and this is an animal, animal emergency

john: 00:24:29

clinic that we're talking about here too.

john: 00:24:31

So I have some experience in this.

john: 00:24:32

But top positioning could be the great profitable night or not.

john: 00:24:36

So when you see 24 hour vet here, for example, if I use phrase, which

john: 00:24:40

you put the quotes around this.

john: 00:24:41

Now what this is gonna do is you'll get terms like open.

john: 00:24:45

You will get 24 hours, you'll get, open at 11:00 PM like you'll

john: 00:24:48

get some variations of hours.

john: 00:24:50

And then Animal Vet, you'll get Emergency Vet, animal Hospital, animal Clinic, like

john: 00:24:54

you'll still, what's the biggest variation you've ever seen in phrase match?

john: 00:24:57

I had one for us, it was like the best, or like top Google Ads agency

john: 00:25:01

and I just show up for ads a.

john: 00:25:04

Just ads.

john: 00:25:05

And I was like, where's the other half of my search string?

john: 00:25:08

It was just gone.

john: 00:25:09

I know there's probably some more, but that was like the one that was

john: 00:25:11

like, this isn't even, it's closely related and yes, it included one of

john: 00:25:14

them, but phrase match used to be, it needs to have at least these four

john: 00:25:18

search terms in the search string.

john: 00:25:20

They cannot be animal vet that's open 24 hours.

john: 00:25:23

That wouldn't.

john: 00:25:24

It had to be a 24 hour animal vet.

john: 00:25:25

It couldn't have anything between, it had to be a rag weight.

john: 00:25:27

You can have things in front, you can have things behind like, what is a

john: 00:25:30

24 hour animal vet that is open now?

john: 00:25:32

Like that would show up, but not what is an animal vet that is open

john: 00:25:35

24 hours that would not show up.

john: 00:25:36

So I understand why Google changed it from phrase match to close variant which

john: 00:25:40

means we know what you're doing and we'll give you like what we think is the most

john: 00:25:43

relevant and the tighter you make that match type, whether it's phrase or exact,

john: 00:25:47

which looks like this, this exact match.

john: 00:25:49

It's still not gonna be exact match.

john: 00:25:51

You will get much closer though.

john: 00:25:53

So a 24 hour animal vet might be animal vet that's open 24 hours, or animal vet

john: 00:25:57

that's open now, like you'll get those.

john: 00:25:59

But they're gonna be very, very consistent close to what the keyword is now.

john: 00:26:04

We're talking about exact match or phrase match, or we're talking about

john: 00:26:08

needing to show up fairly frequently.

john: 00:26:10

And at the top, you're gonna want to use a manual bidding strategy.

john: 00:26:13

You're gonna want to bid to a very specific placement.

john: 00:26:17

That's gonna be important.

john: 00:26:18

Broad match.

john: 00:26:18

It doesn't help you.

john: 00:26:19

If you have an emergency situation and you're found on the bottom of

john: 00:26:22

the page, you're dead in the water.

john: 00:26:24

Because you don't see blood and then be like, edible vet now, and then scroll

john: 00:26:27

all the way down and be like, oh, thank God you're not, you're just gonna hit

john: 00:26:29

the first thing that you see because your beloved family member is hurt.

john: 00:26:34

It's the same thing with calling 9 1 1.

john: 00:26:36

That's why there's only one number for it.

john: 00:26:37

Can't just call a private hospital.

john: 00:26:38

Be like, what do you charge for?

john: 00:26:40

You know, it doesn't work like that.

john: 00:26:41

It's an emergency.

john: 00:26:41

You need it now.

john: 00:26:42

So the same thing with, emergency, plumbing, animal

john: 00:26:44

services, whatever it may be.

john: 00:26:44

that has a high sense of emergency bid for.

john: 00:26:47

, and that's a use case for Exact on Broad.

john: 00:26:50

You're not always at the top.

john: 00:26:52

You're at the top when certain criteria is met, where that's a good keyword

john: 00:26:56

that shows good amount of conversions.

john: 00:26:58

And then O bid fairly aggressively for, so you can still work well, but

john: 00:27:01

generally you're not breaking into like 95% top search impression share

john: 00:27:05

or absolute top search impression share, which means number one.

john: 00:27:07

At all.

john: 00:27:07

It just doesn't work that way because to maximize conversions, you need to

john: 00:27:11

pay less cost per click to get more clicks, to get more conversions.

john: 00:27:15

That's how you maximize the conversion.

john: 00:27:17

how deep you can dive down this rabbit hole.

john: 00:27:19

I mean, each of these, the bid strategy that you're using is gonna influence

john: 00:27:23

the key phrases that you use is gonna influence the ad copy that you like.

john: 00:27:25

It's just you have to keep it all.

john: 00:27:27

It's three dimensional.

john: 00:27:28

Yeah.

john: 00:27:28

And it, and then it changes cuz then people are like,

john: 00:27:29

what's the best bang strategy?

john: 00:27:30

I'm like, tell me everything you know about yourself and I'll help out because

john: 00:27:33

it's so situational, , it's horrible, but it's good stuff at the same time.

john: 00:27:38

keeps us, you know, busy.

john: 00:27:39

So that's, I'm gonna use broad.

john: 00:27:41

These keywords are absolutely fine.

john: 00:27:43

Just know that only about five of these are gonna show up most

john: 00:27:45

often because they all overlap.

john: 00:27:47

24 hour man a 24 hour animal vet also is gonna show up for a 24 emergency vet.

john: 00:27:52

So these keywords are gonna overlap.

john: 00:27:54

That's okay.

john: 00:27:54

Broad It's not an exact science.

john: 00:27:55

It's more of like a shotgun approach.

john: 00:27:57

Like any keyword you think is closely possible, fine.

john: 00:28:00

This will show up for no joke.

john: 00:28:01

A million different search terms.

john: 00:28:03

This p that's a potential.

john: 00:28:05

So your keyword strategy on broad is easy.

john: 00:28:08

Ads again, I'm just gonna skip the ad.

john: 00:28:09

Build out.

john: 00:28:10

in depth, but because I, I'm not creative at all, but just let me just see here.

john: 00:28:15

Do I still have that one?

john: 00:28:16

So here, I'm just gonna use this here phone number.

john: 00:28:19

Can be really important if you're a lead generation and you're okay.

john: 00:28:22

I'm gonna skip the in-depth ad creation here just because it's gonna be you

john: 00:28:25

know, fairly, fairly situational.

john: 00:28:27

But I wanna make some key points for lead generation.

john: 00:28:30

You will wanna make sure that your phone number is visible in the headline, if

john: 00:28:33

that's something that you're going to be tracking and you can take calls.

john: 00:28:36

that is super important though for, search ads, especially lead

john: 00:28:39

generation e-commerce, not so much.

john: 00:28:41

We are gonna have to blur this one out here, so I just wanna make note.

john: 00:28:43

That's what you see blurred out on the screen.

john: 00:28:45

That's just the call extension.

john: 00:28:47

So that's static right now, even though I didn't add it.

john: 00:28:49

it's in the account, so just know that that's what you're missing there.

john: 00:28:52

It's just a client's phone number, so I don't wanna share it, but the headline.

john: 00:28:56

And the ad strength, we discussed this in our brand campaign to leave, you know,

john: 00:29:01

your ad headlines not pinned because you're gonna give lower add strength.

john: 00:29:06

Does it really matter a little bit?

john: 00:29:08

you can see a little bit of variation between C P C, but it really depends on

john: 00:29:11

if that keyword's getting conversions.

john: 00:29:13

Sometimes you'll have a low add strength, but you get 15% clickthrough rated and $4

john: 00:29:17

conversions, and everything's hunky dory.

john: 00:29:19

At that point, it doesn't really matter.

john: 00:29:20

Google's just gonna reward you for having a good ad that matches

john: 00:29:22

what with the good keyword.

john: 00:29:23

But this is where I would say it's gonna be really important for a really

john: 00:29:27

well diverse ad, especially if you're gonna pay for that top placement

john: 00:29:30

with phrase or exact on manual.

john: 00:29:32

Do you wanna make sure that your ad is very well built out?

john: 00:29:34

Because when you bid for position, any chance that you can get to lower your

john: 00:29:38

C P C by having l let's say, a good ad strength with a well diversified ad.

john: 00:29:43

It's gonna save you a lot of pennies.

john: 00:29:45

You could you know, save actually probably about two or $3 a cost per

john: 00:29:48

click at least for having, a good top placement with a good ad strength.

john: 00:29:52

So that's what I wanted to kind of touch upon there.

john: 00:29:55

This is not a glitch.

john: 00:29:56

I'm interrupting the video you're watching because I need to remind you that I'm.

john: 00:29:59

Always looking for people to join our team.

john: 00:30:00

So if you're passionate about Google Ads and you wanna work with the best

john: 00:30:03

Google Ads agency on the planet, please go to so late.com/apply.

john: 00:30:07

Speaking of working with the best Google Ads agency on the planet, if you're having

john: 00:30:10

trouble with Google Ads and you want professional help, that's what we do.

john: 00:30:13

You can go to so late.com, that's s o l eight.com to apply for your

john: 00:30:17

free, no obligation action plan.

john: 00:30:19

And if I've.

john: 00:30:20

Any level of value at all, maybe think about giving me a thumbs

john: 00:30:23

up and subscribe to your channel.

john: 00:30:25

That's how we juice the YouTube algorithm so they actually know

john: 00:30:27

that I know what I'm talking about.

john: 00:30:28

If you have questions, comments, concerns, or confessions, hit me

john: 00:30:30

below in the comments and now back to your regularly scheduled program.

john: 00:30:33

But any chance that you can to save money by having a really high quality ad with

john: 00:30:38

a high add strength is going to be good, especially on manual, because you're

john: 00:30:42

gonna want to bid for that top placement.

john: 00:30:44

And those top placements get very, very expensive to give you an.

john: 00:30:49

For let's say, an emergency clinic type of keyword.

john: 00:30:53

If I go into the keyword planner, for example, and I'm gonna use this website

john: 00:30:58

here, and I say, top of page, high, bid for 24 hour vet in Fort Lauderdale.

john: 00:31:05

To be number four on the page is five bucks.

john: 00:31:07

To be number one is gonna cost you $75 and 93 cents, one penny higher than here.

john: 00:31:13

So just know that this is well known in Google ads that if you

john: 00:31:16

have something of value to a person that is needing it quickly, that

john: 00:31:21

top position becomes very expensive.

john: 00:31:24

Or if.

john: 00:31:26

Lead could be worth a lot of money.

john: 00:31:28

Like let's say D U I attorney.

john: 00:31:30

Did I spell attorney wrong?

john: 00:31:31

I did.

john: 00:31:32

It's okay if you have a d u I you're probably gonna misspell attorney . How do

john: 00:31:36

you spell attorney ? I think you got it.

john: 00:31:38

I was it that I was like, so it looks wrong.

john: 00:31:41

Okay.

john: 00:31:41

It looks good enough.

john: 00:31:42

It's, I had a brain part there.

john: 00:31:43

But the top of page range high in the let me do this actually,

john: 00:31:46

is I need to remove that.

john: 00:31:48

D U I attorney.

john: 00:31:49

You can get like in, oh my dear God, Williamson County . Apparently Williamson

john: 00:31:54

County likes to party cause , it's the hundred $35 to be number one.

john: 00:31:59

But you can see here like Georgetown Williamson drunk driving accident

john: 00:32:04

attorney in the United States is $353.

john: 00:32:07

So you can get some really crazy CPCs cuz potentially these could be thousands

john: 00:32:10

and thousands of dollars in profit.

john: 00:32:12

So people pay dearly.

john: 00:32:14

. So your add strength could be the difference How An Uber, just

john: 00:32:17

outta curiosity in Williamson County I was gonna try that.

john: 00:32:21

See if I can . Oh, barely No one takes Uber's there, so it doesn't matter.

john: 00:32:24

Why's all driving drunk , right.

john: 00:32:27

So that's, Differences between phrasing, exact and broad on search.

john: 00:32:30

It is highly, highly situational.

john: 00:32:33

Actually, you know what, I'm gonna give you a tool and I'm gonna use this

john: 00:32:36

actual client account, and I'm gonna share with you how this looks in real

john: 00:32:41

time because I think this can also give you some insight into how this looks.

john: 00:32:47

So I'm gonna share.

john: 00:32:48

And here's why I think this is important, which is the for the U versus Google.

john: 00:32:52

I think this is important.

john: 00:32:53

I sorted by average cost descending, my average cost is $30.

john: 00:32:58

My C P C bids are a hundred manual cuz I'm looking for a

john: 00:33:03

very, very high placement now.

john: 00:33:05

You'll see the exact match.

john: 00:33:07

Here is what I'm using and I'm using all of my good quality keywords, and I'm

john: 00:33:12

paying sometimes $99, or sometimes I'm bidding a hundred and only paying 23.

john: 00:33:17

It's just depending upon who is who I'm competing with.

john: 00:33:21

So when you see that the top of page bid is a hundred dollars, that

john: 00:33:23

could also be, only three hours a day and only when they overlap 6%.

john: 00:33:28

So don't use it as gospel.

john: 00:33:31

I know I need to be number one.

john: 00:33:33

I need to own this without question.

john: 00:33:35

If you look at last week here you'll see something died off very quickly.

john: 00:33:40

we had a lull here and then this fell off and then no.

john: 00:33:42

Started seeing come back.

john: 00:33:44

This is at a $70 bid.

john: 00:33:47

This is at a hundred dollars bid.

john: 00:33:49

I was still paying 30 bucks though.

john: 00:33:50

But what happened was is we had a, we had a competitor hop in and

john: 00:33:54

outbid us by about 5% and just killed the whole entire business.

john: 00:33:58

When you look at from an entire month perspective, it went from,

john: 00:34:01

you know, good consistency to nothing for one to three days, and

john: 00:34:06

I'm still spending a lot of money.

john: 00:34:08

If you look at my cost here, my cost is $500, $600, $500.

john: 00:34:14

I spent do basically, you know, $1,500 to get nothing for three days in a row.

john: 00:34:19

And then I bid up and all of a sudden it's like, oh, you know, three clicks,

john: 00:34:22

three conversions, three conversions, nothing like two conversions.

john: 00:34:25

It all of a sudden came back.

john: 00:34:26

Now the clicks went from 16 clicks and to 24 clicks.

john: 00:34:31

It's not that crazy, I had 16 clicks, nothing.

john: 00:34:33

14 clicks, nothing.

john: 00:34:34

10 clicks, nothing.

john: 00:34:35

Five clicks at a good position, 20% conversion rate, 24 clicks, three.

john: 00:34:41

30 clicks, three leads, converse rate, all of a sudden instantly

john: 00:34:43

went up to like 10% to 20%.

john: 00:34:45

So that was a craziness about bidding into positioning where if you have

john: 00:34:50

a good position, you can get the 11% and 10% and 12% in, you know, 9%

john: 00:34:55

conversion rates which is really good, but you need to be at that position.

john: 00:34:59

And my position here, the search top impression share were the high

john: 00:35:04

seventies and eighties and nineties.

john: 00:35:05

So that big positioning that that good positioning is going

john: 00:35:09

to bring us a really good result.

john: 00:35:11

Also, the cost per convergence 6 78, the average animal emergency vet bill is 3000.

john: 00:35:17

So we're gonna pay for it, but it's either you don't have any surgeries that

john: 00:35:21

night or you pay for five, $600 leads.

john: 00:35:23

It's just the name of the game when it's in high competition.

john: 00:35:25

I have a surgeon sitting there twiddling his thumbs.

john: 00:35:27

We're in a 15 hour radius and there's like eight other clinic.

john: 00:35:31

So it's, and then you're just praying that there's a call and

john: 00:35:35

you don't wanna pray that there's a call cuz it means an animal's hurt.

john: 00:35:39

God.

john: 00:35:39

I know.

john: 00:35:41

Maybe just have a, like a, a chew toy that they ate.

john: 00:35:44

Like something non, you know, non crazy.

john: 00:35:46

But the dog's just throwing up like, we want something like that.

john: 00:35:48

But yeah, it's so sad to listen these phone calls too as we listen

john: 00:35:50

and manually score each one of these calls, it's, oh, I can't do it.

john: 00:35:54

Oh, it's horrible.

john: 00:35:55

But that's, that's the difference.

john: 00:35:56

If I, when we were on broad, Nothing worked.

john: 00:35:58

Oh, I'll give you a really good example of exact matches.

john: 00:36:01

I think that this is important for everyone to know.

john: 00:36:03

So I said animal clinic, exact match, and we got animal hospital near me.

john: 00:36:07

Good.

john: 00:36:08

I want that one.

john: 00:36:09

It doesn't have the word clinic in it.

john: 00:36:11

Only 50% of my exec match.

john: 00:36:13

We're, we're showing in the search term.

john: 00:36:15

So this is what I'm bidding on.

john: 00:36:16

This is what I'm getting.

john: 00:36:18

So you see clinic was not in there, and this is no longer exact match.

john: 00:36:21

It says, Hey, exact match.

john: 00:36:22

Close enough.

john: 00:36:23

Good.

john: 00:36:24

I'm okay with that because the close enoughs mean that it, it works well.

john: 00:36:28

So animal hospitals, here's phrase, check this out.

john: 00:36:32

Animal hospitals got Vet Fort Lauderdale.

john: 00:36:35

That's actually not one that I really wanted it, it had a 50% conversion

john: 00:36:39

rate, so I'm glad it worked.

john: 00:36:41

But that could also mean that a person is not really needing a emergency clinic now.

john: 00:36:46

They just need to schedule Fido for teeth cleaning, right?

john: 00:36:48

Which I was paying $40 a click on that, so I just got lucky there.

john: 00:36:52

But just know that it can go a little wonky, even with the phrase

john: 00:36:54

match, go a little bit too broad.

john: 00:36:56

Cool.

john: 00:36:57

And that's search campaigns, . Oh, what's next John?

john: 00:37:00

What do they have to look forward to next?

john: 00:37:02

We're gonna talk about YouTube proactive campaigns.

john: 00:37:05

Two.

john: 00:37:05

Yeah, it's gonna be fun.

john: 00:37:07

That's where we spend all our money.

john: 00:37:08

Yeah.

john: 00:37:09

We spend a lot of money on YouTube.

john: 00:37:10

It's it's interesting.

john: 00:37:11

We're spending, it's over a hundred grand.

john: 00:37:13

It's the five grand a day on just YouTube.

john: 00:37:16

Five grand a day.

john: 00:37:16

Just on YouTube?

john: 00:37:17

Yeah, just on YouTube.

john: 00:37:19

Okay.

john: 00:37:19

And what's interesting about it is the.

john: 00:37:22

Conversion tracking.

john: 00:37:23

You'll see.

john: 00:37:23

It's horrible.

john: 00:37:25

It's horrible because Google's not quite there, as you know.

john: 00:37:29

Did you see a video from us two weeks ago?

john: 00:37:31

But then you search the brand name sometimes it just gives it

john: 00:37:33

all the brand most of the time.

john: 00:37:33

Just gives it all the brand.

john: 00:37:35

So we're gonna talk about setting up really good quality campaigns in

john: 00:37:39

YouTube, the proper bidding strategy, the proper device management.

john: 00:37:42

And then the targeting that is there's some really kind of ninja

john: 00:37:47

tricks that you can do in the targeting that still work like.

john: 00:37:49

Target a person based on what websites they've visited or showing

john: 00:37:52

and a specific website and showing some really good intent there.

john: 00:37:55

So that's next.

john: 00:37:56

It's a lot of fun.

john: 00:37:57

It's probably the most expensive network Google has, but it's the next tv.

john: 00:38:02

I really think so.

john: 00:38:03

Hmm.

john: 00:38:04

Yeah, I think so too.

john: 00:38:05

I don't even think it's the next tv.

john: 00:38:06

I think it's TV now.

john: 00:38:08

Pretty much.

john: 00:38:08

Yeah.

john: 00:38:09

, it's where people go, like to watch, learn.

john: 00:38:11

Yeah, it's so funny.

john: 00:38:12

It's, like people ignore YouTube because they, they don't necessarily

john: 00:38:15

give it a good enough thought for lack of a better word.

john: 00:38:19

And when you are in a buying decision and want to know more, you go to YouTube.

john: 00:38:26

Right.

john: 00:38:26

I mean, that's, that's where you go.

john: 00:38:28

So you're in that process.

john: 00:38:29

You're close to the decision making point.

john: 00:38:31

Your bottom of the funnel could still be exactly cold traffic.

john: 00:38:34

There's such a thing as cold traffic, bomb funnel.

john: 00:38:36

Cold traffic doesn't mean top of funnel.

john: 00:38:38

It means they just don't know where to purchase or who to contact yet, but they

john: 00:38:41

know they need something very specific.

john: 00:38:43

So YouTube is, is fantastic for, finding people in their buying decision

john: 00:38:47

and then paying one to two pennies to put yourself in front of 'em.

john: 00:38:49

So it's really cool.

john: 00:38:50

Cool.

john: 00:38:51

We'll learn that next time.

john: 00:38:52

In the meantime, thank you for watching the Ultimate Guy Google Ads.

john: 00:38:56

Thank you so much everyone, and like come and subscribe.

john: 00:38:59

Do the things.

john: 00:39:00

We'll see you.