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

This is the third part of the ultimate guide on how to build and manage successful Google Ads campaigns for 2023. Kasim and John show you how to build your search campaigns from start to finish.

Wait! If you haven't watched the previous parts yet, you can watch them here:

 â€¢ The Ultimate Guid...  

In this video, they also reveal tried and tested strategies for niched-down markets, discuss the key concepts to understand and apply so you can win in the game of Google Ads, and so much more:

0:00 Intro

0:41 The Ultimate Guide to Google Ads Part 3

2:50 Getting started with Search Campaigns

3:52 Bidding strategy for Search Campaigns

8:57 Do not set a target cost per action (tCPA)

15:55 Pay attention to the Display Network

21:01 Factors to consider when selecting Audience Segments

22:44 Automatically created assets are not that bad

26:16 Keywords and ads

27:55 Google Ads Keyword Match Types

35:49 Broad match is not an exact science

37:02 Creating Ad Headlines

46:21 What to look forward to in Part 4 of the Ultimate Guide to Google Ads for 2023

Related videos:

Guide to Google Ads Bidding Strategies:   

 â€¢ Guide to Google A...  

🔍 How to Use Broad Match Keywords in Google Ads:   

 â€¢ ðŸ” How to Use Broa...  


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🤖🦾🦿 The Ultimate Guide to Google Ads Performance Max for 2022 (Part 1-3):   

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Transcript
john:

welcome to the Ultimate God for Google Ads chapter three.

john:

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

john:

we're 45 minutes into our day already.

john:

We're gonna go over search campaigns now.

john:

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

john:

Mm-hmm.

john:

. So brand search and then generic searcher.

john:

Very different beasts, aren't they?

john:

John?

john:

yeah.

john:

Use different match types, different bidding strategies.

john:

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

john:

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

john:

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

john:

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

john:

You're looking for position and.

john:

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

john:

keywords that potentially may not scale.

john:

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

john:

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

john:

to beat Google at its own game.

john:

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

john:

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

john:

A little tiny bit.

john:

It's more of just like the.

john:

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

john:

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

john:

competition with, other agency clients.

john:

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

john:

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

john:

working, then we shoot a video about it.

john:

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

john:

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

john:

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

john:

I'll let you know how it goes.

john:

And people are like, all right, cool.

john:

So it's a confidence factor.

john:

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

john:

Yeah.

john:

That was the answer I wanted.

john:

Oh, there you go.

john:

here.

john:

I'm a man of many words.

john:

. I'm excited, man.

john:

Let's do it.

john:

Let's dive in.

john:

Cool.

john:

All right.

john:

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

john:

familiar screen to everyone.

john:

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

john:

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

john:

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

john:

up without a goal guidance.

john:

It's a search campaign.

john:

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

john:

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

john:

But we're gonna discuss different bidding strategies and why

john:

they're useful in each scenario.

john:

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

john:

Click search.

john:

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

john:

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

john:

Choose whatever conversion actions you want to track for search.

john:

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

john:

counting again could be whatever it is.

john:

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

john:

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

john:

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

john:

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

john:

better for you in exact phrase match.

john:

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

john:

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

john:

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

john:

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

john:

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

john:

have to choose an automating strategy.

john:

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

john:

This one here is maximize conversions.

john:

This is the bang strategy here.

john:

This here is maximize conversion value.

john:

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

john:

For clicks.

john:

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

john:

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

john:

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

john:

Whatever you can.

john:

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

john:

And we'll talk about that afterwards.

john:

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

john:

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

john:

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

john:

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

john:

variations of that word.

john:

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

john:

some irrelevant, and that's it.

john:

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

john:

relevant and irrelevant clicks.

john:

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

john:

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

john:

Is that actually what you want?

john:

It's kinda like, choose your wishes.

john:

You only get three.

john:

Choose 'em carefully.

john:

Same thing with impression share impression share is going

john:

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

john:

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

john:

But.

john:

The intent of user is not taken into consideration with

john:

these, bidding strategies.

john:

So you're not necessarily optimizing for conversions.

john:

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

john:

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

john:

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

john:

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

john:

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

john:

Mm-hmm.

john:

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

john:

code on real estate investing.

john:

I don't even know if you remember.

john:

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

john:

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

john:

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

john:

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

john:

think it's just a catastrophe all around?

john:

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

john:

strategy, like maximize clicks.

john:

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

john:

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

john:

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

john:

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

john:

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

john:

rate, your close rate is often lower.

john:

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

john:

on the page, potentially fifth considered.

john:

and Tried to get a local appointment from your neighborhood.

john:

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

john:

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

john:

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

john:

I have this.

john:

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

john:

yeah, I don't take it either.

john:

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

john:

not actually turning into sales.

john:

So maximize clicks.

john:

Would any viable strategy for maximize clicks?

john:

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

john:

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

john:

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

john:

two weeks at a healthy enough budget.

john:

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

john:

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

john:

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

john:

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

john:

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

john:

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

john:

That's really smart.

john:

Yep.

john:

Cool.

john:

So we're gonna take conversions.

john:

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

john:

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

john:

and staying unconstrained by budget.

john:

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

john:

what this does is constrain the budget.

john:

it's so dumb.

john:

I don't understand.

john:

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

john:

set a target return on Aspen.

john:

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

john:

They're like, huh?

john:

And it just happens every single time.

john:

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

john:

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

john:

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

john:

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

john:

me and we do it all over again.

john:

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

john:

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

john:

do not spend a dime unless.

john:

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

john:

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

john:

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

john:

So when it says unconstrained it's incorrect.

john:

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

john:

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

john:

Let's just say.

john:

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

john:

Like, good job.

john:

You got all the leads that you wanted.

john:

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

john:

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

john:

doesn't know about a person is.

john:

If they're going to convert or not.

john:

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

john:

We don't know.

john:

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

john:

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

john:

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

john:

Vet veterinary clinic if you're an emergency.

john:

How is Google going to ever use its historical information about

john:

a user to show your ad or not?

john:

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

john:

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

john:

dog's choking on a chew toy right now,

john:

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

john:

About a person.

john:

It says, well, this person likes crocheting.

john:

They watch MASH on tv.

john:

They go to church.

john:

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

john:

in my dog as choking on a chew toy.

john:

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

john:

Situational is different than, Demographic.

john:

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

john:

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

john:

convert on emergency short sale cycles.

john:

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

john:

emergency plumber all those automated bidding strategies do is hurt

john:

your campaigns because they don't.

john:

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

john:

demographics are different because it's a situational issue.

john:

So just know that for, example.

john:

Cool.

john:

So here we see Google again.

john:

Screw us up here.

john:

Search partners should be tested, but should be monitored.

john:

I actually have a different campaign to share with you.

john:

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

john:

Actually it was yesterday.

john:

I don't know time very well.

john:

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

john:

blurred, But pretty high spend account.

john:

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

john:

This is a, small case for it.

john:

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

john:

say you have to watch it carefully.

john:

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

john:

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

john:

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

john:

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

john:

Now, the search partners did get a.

john:

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

john:

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

john:

conversion is at the top of Google.

john:

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

john:

spent on display got nothing.

john:

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

john:

So this here is a Google display network.

john:

Now this doesn't look that bad.

john:

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

john:

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

john:

So that's huge.

john:

Google top $6 conversions, display network zero.

john:

And they spent about 15% of their budget.

john:

Here's the fun part.

john:

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

john:

about this is the display network.

john:

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

john:

we still spent 225 on a thousand.

john:

Now this is 25% of our budget.

john:

It's gotten worse re more recently.

john:

Why?

john:

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

john:

That's bad . That's not good.

john:

But Google loves money.

john:

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

john:

expensive than the top of search.

john:

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

john:

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

john:

You need to watch it.

john:

We always spend 13.

john:

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

john:

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

john:

top versus other, and it will tell.

john:

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

john:

So as at the top usually is the best.

john:

And then display network or search partners.

john:

Sometimes these work really good.

john:

They can absolutely work really, really well.

john:

Most of the time they don't.

john:

But Google will default because be a good parachute salesman.

john:

right?

john:

You need this to save your life.

john:

Sometimes they make a little whoopsy daisy.

john:

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

john:

I'll just say that.

john:

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

john:

I know.

john:

Google, no, wait a minute.

john:

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

john:

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

john:

Lie right here.

john:

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

john:

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

john:

and just blows it on a random audience.

john:

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

john:

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

john:

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

john:

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

john:

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

john:

you want to capture everything.

john:

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

john:

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

john:

budget and you're none the wiser.

john:

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

john:

Can't math.

john:

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

john:

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

john:

And it's, so bad.

john:

It's such.

john:

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

john:

All right.

john:

Locations, again, it's up to you.

john:

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

john:

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

john:

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

john:

shows, obviously in different countries.

john:

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

john:

Man, that is a wide audience.

john:

So make sure this is click.

john:

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

john:

only gonna be the ones that see your ad.

john:

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

john:

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

john:

location that they are frequently in.

john:

So just know that that's a difference there.

john:

Typically it's pretty good though.

john:

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

john:

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

john:

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

john:

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

john:

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

john:

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

john:

Next for search I actually usually just click off all

john:

English and use all languages.

john:

You're gonna be bidding on search terms.

john:

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

john:

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

john:

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

john:

term that is actually really, really good.

john:

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

john:

That's okay.

john:

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

john:

or the, company may be bilingual.

john:

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

john:

Just depends on if you can just outta curiosity.

john:

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

john:

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

john:

Mm-hmm.

john:

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

john:

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

john:

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

john:

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

john:

But you can negative 'em out.

john:

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

john:

you're just constantly like whacka ball.

john:

It's like a new one comes up.

john:

You cancel that one until a different one comes up.

john:

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

john:

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

john:

like one out of every hundred times.

john:

So it's not too bad.

john:

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

john:

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

john:

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

john:

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

john:

Yeah.

john:

And it might be something really, really simple like an

john:

emergency chiropractic, like they.

john:

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

john:

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

john:

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

john:

fluent in English can get by.

john:

Great.

john:

it, just think about those situations too, there.

john:

Audience segmentation.

john:

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

john:

Be very careful with this.

john:

These change very often.

john:

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

john:

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

john:

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

john:

Now there's outliers that sometimes mess you.

john:

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

john:

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

john:

shopper and things that are seasonal.

john:

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

john:

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

john:

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

john:

vehicles, motor vehicles, new.

john:

Good.

john:

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

john:

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

john:

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

john:

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

john:

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

john:

Perfect.

john:

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

john:

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

john:

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

john:

So just know that that's a thing here.

john:

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

john:

My keywords usually are really dependent.

john:

They work well, or sorry, dependable.

john:

They work well.

john:

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

john:

Here's funny as automatically created assets.

john:

This is actually not bad.

john:

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

john:

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

john:

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

john:

If you.

john:

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

john:

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

john:

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

john:

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

john:

But this will Fully automate your ad building experience.

john:

Question about this.

john:

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

john:

you get to review and approve 'em.

john:

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

john:

those ads in on an iterative scale?

john:

Yeah.

john:

Which sometimes is good, sometimes bad.

john:

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

john:

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

john:

primarily in order to build its ads.

john:

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

john:

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

john:

is the world's best Google Ads agency.

john:

There you go.

john:

There's ad headline number two, for example.

john:

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

john:

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

john:

So it's like final Google expansion.

john:

Yeah.

john:

Or like a DSA campaign, right?

john:

Yep.

john:

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

john:

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

john:

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

john:

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

john:

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

john:

want something that's just good.

john:

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

john:

just wanna have them automated.

john:

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

john:

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

john:

like four or $500 a month maybe.

john:

So I think this is good because it does help.

john:

Like, kind of make that first step into Google.

john:

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

john:

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

john:

So I like it.

john:

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

john:

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

john:

only made actually seven out of 15.

john:

Your quality your ad strength is actually average.

john:

We need to get that up to excellent.

john:

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

john:

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

john:

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

john:

a really, kick ass Google Ads account.

john:

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

john:

Ad rotation.

john:

Leave that alone.

john:

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

john:

It's weird.

john:

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

john:

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

john:

Anyway, , Start the end date.

john:

Leave that ad schedule again.

john:

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

john:

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

john:

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

john:

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

john:

So just know that that's a thing.

john:

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

john:

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

john:

All right.

john:

Now we're gonna use keywords and ads.

john:

I'm gonna use that emergency clinic again.

john:

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

john:

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

john:

give me keyword suggestions.

john:

I do like this here.

john:

It works pretty well.

john:

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

john:

It's, it's amazing, honestly.

john:

So here's the keyword.

john:

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

john:

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

john:

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

john:

Cool.

john:

It's the same exact thing.

john:

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

john:

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

john:

A lot of times this is gonna be almost identical.

john:

It's the same tool.

john:

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

john:

This works really well for Broad.

john:

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

john:

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

john:

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

john:

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

john:

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

john:

Broad match.

john:

Still very broad phrase.

john:

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

john:

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

john:

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

john:

, there's maybe some newbies that are watching.

john:

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

john:

they know what that, what they look like?

john:

Sure.

john:

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

john:

Yeah, just do the quotes of the brackets.

john:

Yep.

john:

So this is a broad match.

john:

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

john:

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

john:

It can even just be Vet

john:

You can either choose to use that or not.

john:

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

john:

I kid you not, that would show up.

john:

So it is so broad.

john:

Bench is really an articulation of intent.

john:

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

john:

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

john:

someone who wants to tranquilize a.

john:

Needs a 24 hour animal vet.

john:

Right.

john:

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

john:

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

john:

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

john:

irrelevant and irrelevant search term.

john:

Wow.

john:

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

john:

animal health, you're gonna show up.

john:

That's the bad part.

john:

with maximize conversions.

john:

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

john:

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

john:

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

john:

I'm gonna stop showing up for that keyword.

john:

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

john:

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

john:

You can negative out those irrelevant search terms, but just

john:

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

john:

to stop it from happening again.

john:

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

john:

again, and you're just gonna get us.

john:

Have you used that analogy before the police that show up

john:

after the murder hit ? Yeah.

john:

Right.

john:

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

john:

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

john:

Then you're showing up for that one.

john:

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

john:

just gonna play Whack-a-Mole.

john:

It.

john:

There's basically try.

john:

Exclude the English language from your negative keywords.

john:

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

john:

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

john:

Just use exact match.

john:

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

john:

forms that people can type in.

john:

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

john:

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

john:

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

john:

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

john:

And over time it.

john:

You know, 99% effective after about three months.

john:

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

john:

clinic, people are panicking.

john:

They're looking for someone.

john:

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

john:

you would not want to use broad.

john:

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

john:

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

john:

want to be found at the top because.

john:

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

john:

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

john:

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

john:

clinic that we're talking about here too.

john:

So I have some experience in this.

john:

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

john:

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

john:

you put the quotes around this.

john:

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

john:

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

john:

get some variations of hours.

john:

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

john:

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

john:

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

john:

and I just show up for ads a.

john:

Just ads.

john:

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

john:

It was just gone.

john:

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

john:

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

john:

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

john:

search terms in the search string.

john:

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

john:

That wouldn't.

john:

It had to be a 24 hour animal vet.

john:

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

john:

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

john:

24 hour animal vet that is open now?

john:

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

john:

24 hours that would not show up.

john:

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

john:

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

john:

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

john:

which looks like this, this exact match.

john:

It's still not gonna be exact match.

john:

You will get much closer though.

john:

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

john:

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

john:

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

john:

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

john:

needing to show up fairly frequently.

john:

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

john:

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

john:

That's gonna be important.

john:

Broad match.

john:

It doesn't help you.

john:

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

john:

the page, you're dead in the water.

john:

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

john:

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

john:

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

john:

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

john:

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

john:

Can't just call a private hospital.

john:

Be like, what do you charge for?

john:

You know, it doesn't work like that.

john:

It's an emergency.

john:

You need it now.

john:

So the same thing with, emergency, plumbing, animal

john:

services, whatever it may be.

john:

that has a high sense of emergency bid for.

john:

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

john:

You're not always at the top.

john:

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

john:

that shows good amount of conversions.

john:

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

john:

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

john:

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

john:

At all.

john:

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

john:

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

john:

That's how you maximize the conversion.

john:

how deep you can dive down this rabbit hole.

john:

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

john:

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

john:

It's just you have to keep it all.

john:

It's three dimensional.

john:

Yeah.

john:

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

john:

what's the best bang strategy?

john:

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

john:

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

john:

keeps us, you know, busy.

john:

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

john:

These keywords are absolutely fine.

john:

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

john:

often because they all overlap.

john:

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

john:

So these keywords are gonna overlap.

john:

That's okay.

john:

Broad It's not an exact science.

john:

It's more of like a shotgun approach.

john:

Like any keyword you think is closely possible, fine.

john:

This will show up for no joke.

john:

A million different search terms.

john:

This p that's a potential.

john:

So your keyword strategy on broad is easy.

john:

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

john:

Build out.

john:

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

john:

Do I still have that one?

john:

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

john:

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

john:

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

john:

know, fairly, fairly situational.

john:

But I wanna make some key points for lead generation.

john:

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

john:

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

john:

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

john:

generation e-commerce, not so much.

john:

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

john:

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

john:

That's just the call extension.

john:

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

john:

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

john:

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

john:

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

john:

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

john:

Does it really matter a little bit?

john:

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

john:

if that keyword's getting conversions.

john:

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

john:

conversions, and everything's hunky dory.

john:

At that point, it doesn't really matter.

john:

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

john:

what with the good keyword.

john:

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

john:

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

john:

with phrase or exact on manual.

john:

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

john:

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

john:

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

john:

It's gonna save you a lot of pennies.

john:

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

john:

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

john:

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

john:

This is not a glitch.

john:

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

john:

Always looking for people to join our team.

john:

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

john:

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

john:

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

john:

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

john:

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

john:

free, no obligation action plan.

john:

And if I've.

john:

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

john:

up and subscribe to your channel.

john:

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

john:

that I know what I'm talking about.

john:

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

john:

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

john:

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

john:

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

john:

gonna want to bid for that top placement.

john:

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

john:

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

john:

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

john:

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

john:

To be number four on the page is five bucks.

john:

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

john:

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

john:

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

john:

top position becomes very expensive.

john:

Or if.

john:

Lead could be worth a lot of money.

john:

Like let's say D U I attorney.

john:

Did I spell attorney wrong?

john:

I did.

john:

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

john:

you spell attorney ? I think you got it.

john:

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

john:

Okay.

john:

It looks good enough.

john:

It's, I had a brain part there.

john:

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

john:

is I need to remove that.

john:

D U I attorney.

john:

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

john:

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

john:

But you can see here like Georgetown Williamson drunk driving accident

john:

attorney in the United States is $353.

john:

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

john:

and thousands of dollars in profit.

john:

So people pay dearly.

john:

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

john:

outta curiosity in Williamson County I was gonna try that.

john:

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

john:

Why's all driving drunk , right.

john:

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

john:

It is highly, highly situational.

john:

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

john:

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

john:

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

john:

So I'm gonna share.

john:

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

john:

I think this is important.

john:

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

john:

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

john:

very, very high placement now.

john:

You'll see the exact match.

john:

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

john:

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

john:

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

john:

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

john:

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

john:

So don't use it as gospel.

john:

I know I need to be number one.

john:

I need to own this without question.

john:

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

john:

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

john:

Started seeing come back.

john:

This is at a $70 bid.

john:

This is at a hundred dollars bid.

john:

I was still paying 30 bucks though.

john:

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

john:

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

john:

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

john:

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

john:

I'm still spending a lot of money.

john:

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

john:

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

john:

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

john:

three conversions, three conversions, nothing like two conversions.

john:

It all of a sudden came back.

john:

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

john:

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

john:

14 clicks, nothing.

john:

10 clicks, nothing.

john:

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

john:

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

john:

went up to like 10% to 20%.

john:

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

john:

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

john:

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

john:

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

john:

seventies and eighties and nineties.

john:

So that big positioning that that good positioning is going

john:

to bring us a really good result.

john:

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

john:

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

john:

night or you pay for five, $600 leads.

john:

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

john:

I have a surgeon sitting there twiddling his thumbs.

john:

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

john:

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

john:

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

john:

God.

john:

I know.

john:

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

john:

Like something non, you know, non crazy.

john:

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

john:

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

john:

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

john:

Oh, it's horrible.

john:

But that's, that's the difference.

john:

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

john:

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

john:

I think that this is important for everyone to know.

john:

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

john:

Good.

john:

I want that one.

john:

It doesn't have the word clinic in it.

john:

Only 50% of my exec match.

john:

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

john:

So this is what I'm bidding on.

john:

This is what I'm getting.

john:

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

john:

It says, Hey, exact match.

john:

Close enough.

john:

Good.

john:

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

john:

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

john:

Animal hospitals got Vet Fort Lauderdale.

john:

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

john:

rate, so I'm glad it worked.

john:

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

john:

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

john:

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

john:

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

john:

match, go a little bit too broad.

john:

Cool.

john:

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

john:

What do they have to look forward to next?

john:

We're gonna talk about YouTube proactive campaigns.

john:

Two.

john:

Yeah, it's gonna be fun.

john:

That's where we spend all our money.

john:

Yeah.

john:

We spend a lot of money on YouTube.

john:

It's it's interesting.

john:

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

john:

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

john:

Five grand a day.

john:

Just on YouTube?

john:

Yeah, just on YouTube.

john:

Okay.

john:

And what's interesting about it is the.

john:

Conversion tracking.

john:

You'll see.

john:

It's horrible.

john:

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

john:

Did you see a video from us two weeks ago?

john:

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

john:

all the brand most of the time.

john:

Just gives it all the brand.

john:

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

john:

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

john:

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

john:

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

john:

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

john:

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

john:

So that's next.

john:

It's a lot of fun.

john:

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

john:

I really think so.

john:

Hmm.

john:

Yeah, I think so too.

john:

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

john:

I think it's TV now.

john:

Pretty much.

john:

Yeah.

john:

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

john:

Yeah, it's so funny.

john:

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

john:

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

john:

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

john:

Right.

john:

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

john:

So you're in that process.

john:

You're close to the decision making point.

john:

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

john:

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

john:

Cold traffic doesn't mean top of funnel.

john:

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

john:

know they need something very specific.

john:

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

john:

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

john:

So it's really cool.

john:

Cool.

john:

We'll learn that next time.

john:

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

john:

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

john:

Do the things.

john:

We'll see you.

About the Podcast

Show artwork for The Google Ads Podcast
The Google Ads Podcast
PPC Strategies, Tutorials, Tips, Tricks, Hacks, and Best Practices