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The Ultimate Guide to Google Ads for 2023 | Part 1

Wondering how to get the most out of your Google Ads campaigns this 2023? Then look no further! John and Kasim are here with the ultimate guide for successful Google Ads campaigns for 2023.

From start to finish, they'll show a step-by-step guide for creating an effective campaign. They also reveal insider tips on how to optimize your ads so your business can reach its maximum potential- without breaking the bank.

Don't miss this essential resource in preparing yourself for success in 2023 through Google Ads!

Next parts here:

 â€¢ The Ultimate Guid...  

We're launching the You VS Google: The (very) Unauthorized Guide to Google Ads book very soon! If you want to get it for FREE, watch this video:   

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Otherwise, we'll update everyone once we release physical copies of the book on the market.

Related videos:

The Ultimate Guide To Google Ads (Made in 2022 for 2022) Step-by-Step Tutorial:   

 â€¢ The Ultimate Guid...  

🔥 Why Google Ads Attribution Is Failing and How to Work Around It:   

 â€¢ ðŸ”¥ Why Google Ads ...  

💰 Conversion Paths: The Secret to Scaling Google Ads Campaigns:   

 â€¢ ðŸ’° Conversion Path...  

💣 Google Ads POWER HOUR: Is Performance Max Right For Your Business?   

 â€¢ ðŸ’£ Google Ads POWE...  

🤼‍♂️ John vs Kasim: The Importance of Brand Campaigns With Performance Max:   

 â€¢ ðŸ¤¼â€â™‚️ John vs Kasi...  

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

 â€¢ ðŸ¤– The Ultimate Gu...  

  

 â€¢ ðŸ¦¾ The Ultimate Gu...  

  

 â€¢ ðŸ¦¿ The Ultimate Gu...  

0:00 Intro

0:36 The Ultimate Guide to Google Ads for 2023 | Part One

3:24 Don’t use GA4 regardless of what Google says!

7:09 Run a brand campaign

16:08 Manual CPC Bidding might be coming to an end

24:33 Understanding Audience Segments

32:07 Ad strength is not as important as we thought it was

41:48 Running Shopping Campaigns instead of Performance Max

50:21 Run Standard Shopping if you have a good LTV

59:47 Setting your daily ad budget

1:06:06 A better way to organize your products




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Transcript
Speaker:

We've done this every year for a couple of years now.

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, why do we need to do it again?

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Like, what's different between what we did in 22 and 23?

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How much has changed?

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There's some very real savior syndrome going on.

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, I gotta keep it really interesting.

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For 2023, we will never really be able to fully solve attribution.

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It's not gonna be possible.

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Dude, that is so frustrating.

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Especially if I start thinking about brand new advertisers

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that just don't know any better.

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You can show your ads more places and get more conversions.

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This is not, this is not true.

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It'll, it'll, it'll, this is a lot.

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Welcome to The Ultimate Guide for Google Ads for 2023.

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I'm Kasam, this is John.

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Or this, I don't know where you're gonna land.

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Yeah.

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Hopefully I'm just not below you.

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That'd be weird.

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All right, dude.

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So we, we've done this every year for a couple of years now.

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Yeah.

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Why do we need to do it again?

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Like what's different between what we did in 22 and 23?

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How much has changed ? Yeah.

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Well, , pretty much half of everything has changed, which is kind of funny.

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, and Google still hasn't figured out how to ignore Opti score and

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do what's right by the client.

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So that's why we're here to shepherd you through , the sins of Google and

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not trying to basically drag you into temptation, , and paying them more money.

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And , we're your shepherds.

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, so yeah, that's why we're here.

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We're gonna teach you the right way to do things.

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You've got a real grandiose, real quick

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There's, there's some very real savior syndrome going on, . I gotta

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keep it really interesting with 2023 because, you know, it's, it's

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probably the most important time.

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Um, so hopefully you've found some humor in this that we caught your attention

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and now you're gonna get ready to learn.

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, I was in high school, I always just found the humor and everything and did learn.

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So now I'm here to teach.

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So this is kind of, Isn't it?

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Ah, . So there's a question.

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What, still appli?

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We're not gonna go over conversion tracking, we're not gonna go over

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basic like G TM installation set up.

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So if you, if you're watching this video and you need that stuff, we'll

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include a link to the 2022 video, cuz that stuff is still sound, right?

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Mm-hmm.

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. Yeah.

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Yeah.

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GA four is coming out this year.

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Uh, we'll force upon us this year.

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We, what we've found though, so far in the last couple months though, is

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attribution is failing inside of Google.

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ua, we, our nail is going away.

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GTM is starting to miss conversions at a higher and higher degree.

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We have some videos on our YouTube channel about that already, but we're also seeing

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that GA four is still missing conversions.

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So what we have to do is kind of , rewind 10 years and just go back

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to just solid platforms inside of Google that we know are, you know,

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non-brand cold traffic, scalable.

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Sort of ignore what Google says and look elsewhere for the truth.

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, we've been producing a lot of content lately about, , cost of acquired

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new customer versus lifetime value.

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How to calculate mer, which people sometimes call blended roas,

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but it's just media efficiency.

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one thing I would say that slight difference there is

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blended roas is only to ad spend.

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Media efficiency ratio is al Also non-paid networks like your organic

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search, that's a slight difference there.

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So if you're familiar with blended roas, think about blended roas just for

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all of your channels, email included.

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so what we're looking at, , try to educate everyone on now is, even though

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Google may say it's failing, it may be Google that's failing attribution

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and we'll just have to look elsewhere.

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So that's just kind of the theme of what we're going to be building

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today and how to make sure that it, it is as much non-brand cold traffic,

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less automated targeting, , in order to set you up for success in 2023.

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Non-brand cold traffic, less automated targeting.

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And we're beginning pretty bold here, and we're telling everybody

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not to use GA four regardless of what Google says for the short term.

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Yeah, for as, as the time of this video.

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And this is, you know, January slash February, 2020.

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What Google has essentially stated is the system that they were using in

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. , UA is a similar system to GA four

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And what I mean by tracking in general is there was a session tracking before

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and now it's called event tracking.

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Now.

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Now what session tracking did was it would bring a person to the site and

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that person would have a session, and then that session would continue later

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on, and that person would come back as a new session and it would say,

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aha, this person had a session here.

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They left and then they had another session here.

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We string those two together and that person did X, Y, and Z.

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The problem with UA was that it would create one session and then

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the first one would come back and would create another session.

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And I have two parallel sessions of two different users, and you would

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actually see, well, why is my direct.

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, channel getting more and more and more.

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Sales people don't just wake up and Google my u or type in my U URL

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directly perfectly every single time, but they have a 12% conversion rate.

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those stringing together of users, and that's what they

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call a stringing them together.

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One session, one session U two are the same person as string U two together.

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The GA four instance is doing the same thing with events, so they have it

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at one event, which used to be called a session, and then it would string

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another event when they come back.

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And then that would have.

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Omnichannel multis strung event for one person that did X, Y, and Z.

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They're experiencing the same issue, though we have one event that then

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comes back as a different event.

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Those two do not get strung together.

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And now we have either duplicate tracking or sometimes just a complete fail point

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of stringing those users together.

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So we still see this in pretty much every single third party attribution tool.

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Manageable, , nor Beam still experiences the slight issue.

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We still have, triple whale experiences this issue.

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Google experiences this issue.

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It's not an issue on the platform.

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It's simply an issue that we will never really be able to fully solve attribution.

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It's not gonna be possible.

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You know who could do it?

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Huh?

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Apple could do it.

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, apple, no, I'm not kidding.

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Think about it.

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Apple has a closed ecosystem where you're logged into the same

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profile on every Apple device.

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Your Apple watch, your Apple phone, and your Apple tablet, your

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Apple computer, your Apple laptop.

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Mm-hmm.

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A If Apple rolled out an ad platform, apple would be able to

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track attribution perfectly across all devices in all sessions.

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Yeah, you're probably right.

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I mean I, you'd expect Google to be able to do that too, a Gmail, but

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they still even can't get close.

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It's, and I think that also though, if there's a people that are opting

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outta the privacy tracking for Apple, I wonder how much Apple can bypass that.

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No, you don't.

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Yeah.

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You don't opt out of Apple's apps.

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Right.

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I've never once been given that option from an Apple app.

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Well, they share that with an advertiser.

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Yeah.

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. Well, so that's, you know, to the point that you just made, I wonder

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why Google can't do that with Gmail.

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They probably are.

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They're just not sharing the data because they don't want the antitrust suit.

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And I'll derail the conversation if we go in that direction.

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So all that to say for conversion tracking, the 2022 video is sound.

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Go back and watch that.

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, moving forward.

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The conversion tracking is gonna get harder and more opaque.

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Right?

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And because of that, we need to offer tools.

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And those are some of the things we're gonna talk about on this video, , that

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allow people to interpret the data in a way that lets them know what's

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potentially what's actually going on.

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Mm-hmm.

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. Alright.

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Yeah, exactly.

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I'm ready.

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Let's dive in.

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Ultimate Guide.

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Google Ads 2023.

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You're a brand new advertiser.

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Maybe you're not, but you're starting a brand new counter.

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Tracking's already set up.

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Yeah.

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What do we do?

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Or even doing like a refresh.

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, maybe just some different ways to think about things.

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First thing that we're gonna do is we're going to run a brand

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campaign, , brand campaign, but John brand campaigns are a waste.

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I'm gonna get all of those clicks anyway.

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Why would I pay for my own traffic?

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, you convinced me.

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Let's skip brand

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No, that's, it's fairly, actually pretty close.

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and I'm gonna share, , I'm gonna share one thing here with you.

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this is our brand campaign and you'll see that I practice what I preach.

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So inside of here.

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move that down there.

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Inside of our brand campaign, you know, you see that I'm now bidding

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more efficiently with maximize conversions to target c p A.

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This is the kind of the whole theme today of ignoring Google.

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, I'm going back to just good old manual shopping, bidding strategy manual with

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ECP C and I'm overshooting my biz of $5.

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But we had a person that was trying to come in and encroach on our base,

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and they were bidding about 10.

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So I won the bid about five.

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I'm gonna give you the, , theory here.

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Your brand is going to be strong when a person's going to either

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return or when they're ready to, ready to purchase for the first time.

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So whether it's new or repeat conversions or new or repeat

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traffic, it's still gonna be strong.

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The conversion paths that people go through today are insane.

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They are massive, massive, massive path to conversion, which means many

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clicks and many visits from multiple channels before they make their decision.

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Now, there's some cases where that's not always true.

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Things like, you know, emergency veterinarian services, you're

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not gonna take two days and look at three different competitors.

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When your dog's choking, you're going to first position right then and there.

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But for the most part, if you're looking at an e-commerce or if you're trying

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to find maybe, um, a tax attorney, something that is going to be an

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important decision that you ha can afford yourself, you know, three to seven days

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to choose, you're gonna have multiple paths when you make your decision.

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You're gonna go and find the person that, that you're looking for very little.

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Are you gonna say, you know, I finally made my decision.

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I am going to buy the, pellet Grill model 700 that is $297 at Home Depot.

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And you Google it, Google Home Depot near me.

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And you see Lowe's, you're like, well, that screw that

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last six days, I'm going there.

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Like a very rarely do you just completely change your mind after

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that much time and effort and energy.

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Which brings me into the bidding strategy, bidding strategies

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inside of the brand campaign.

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And , we'll build one, but I wanted to kind of share this with you

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all here in a, in a real sense.

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Uh, my bidding strategy, I'm producing a $5, , back ccp, c I'm getting a two.

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Because there is one competitor who I absolutely despise and they

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keep showing up in our auction insights and it's nito marketing.

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I'm just kidding.

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That's sort of comes up . You can see though, that obviously they're,

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they're not, they're not showing up.

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It's just showing up dif different because of the brand name is on also both sites.

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We're not actually bidding against ourselves really that much.

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, but what it's doing, , we had another competitor that was in

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there that, that tried to scoop up our, name and it just, you know,

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we just wanted to protect ourselves.

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So ran a few different variations of our brand name, but I'm using a $10 click here

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because this is the one that was, , $6 and everything else I'm covering at five.

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But the reason why I go through brand campaign with this sort of, , philosophy

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is using an automated Bing strategy on your brand campaign, which is potentially.

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In 2023, there's rumors about manual going away.

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They have not really been confirmed officially, even though some people

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at Google say, yeah, it's gonna be confirmed, whatever the case may be.

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I still like manual for your brand because you can bid just enough to protect

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yourself and spend just enough per day to capture everything that you would need to.

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And then that's it.

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Then that that stays there.

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If you're an advertiser in 2023 still measuring by roaz, you are

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going to miss about half the story.

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So brand campaign is usually one that just spikes up roaz in the overall account.

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You know, you have three campaigns that are doing okay and then you have

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your brand campaign that's scooping up all your hard work with a 5,000 roas.

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You're like, oh, everything must be great.

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don't do that.

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Don't measure by ro.

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This is why measuring by cost per acquire new customer makes so much sense because

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then you have to add up the cost between your cold traffic campaigns and your brand

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campaign to find out what your cost is.

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And then you usually wanna start to.

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Spent less on the last step of the sequence for a person to convert

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because you've already spent, you know, 90% of your money getting 'em there.

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Don't spend another, you know, $20 a click just to, just to show it in Google ads.

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They'll, they're gonna come back directly, organically.

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, they'll come back to you.

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For the most part.

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You don't have to overspend for it.

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So the new interface though, , new interface for the brand campaign, or

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sorry, new interface for, for Google looks a bit different than last year.

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, there's some different options.

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There's a different ways to do things.

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So we'll run through one right now.

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Oh, I'm so excited.

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Yeah.

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Before we do that, John, can I take a brief commercial break

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and remind people about our new book, you versus Google available?

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Basically just at Amazon,

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whatever books are sold as long as it's Amazon.

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Yeah.

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Did did you buy that one off Amazon?

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Well, this, it actually says not for resale.

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This is the publisher's copy . And, uh, everything we're talking about

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here, more or less is covered in the book in broad strokes at least.

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Yeah.

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Yeah.

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And if you see some that buys a book up, Amazon named Juan Moran.

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, that's totally not me.

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Leave it a good review.

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That five star review from . Awesome.

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this still looks fairly similar.

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, this actually changed last year when it introduced the new way to choose a

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campaign objective, , for brand campaign.

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I still like to create a campaign without a gold guidance because it gives you

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more options for admitting strategy.

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, and then here is search, obviously as we're gonna be running a brand

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campaign, if you've already set up your conversion actions differently

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or Google will do it for you, just make sure you run through these.

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Google changed over, they're categorical.

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, how do I describe this?

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, Categorical, , structure architecture, I guess I would say, of your

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different conversion actions.

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So you're gonna go through and just make sure that there, if there's inactive

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conversions, , or conversions that you don't need to count, , like this, like

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colon tracking, that's unverified.

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, then you have, we have some offline conversions that sometimes we

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won't need to necessarily, well now it's gonna show up, , the complete

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action plan, like all the stuff that we don't really need to track.

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You can simply remove it.

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You can add it in later if you want.

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But we're gonna be using, our smit leaf form goal because

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that's why we're essentially tracking all of our conversions.

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We do have calls, but I'm not gonna use an automated bidding strategy, uh, or

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even a manual bidding strategy for that.

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Because I can see what's going on.

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So track whatever you would like to track.

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Whatever you're going to at least use as a C P A.

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, and then we'll continue on from there.

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Now again, this is where you'll see like a different version.

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It like pops up and kind of grows a bit.

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So what this, what we did is I hit continue and now it just

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popped up these two areas here.

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So select the results you wanna get for the campaign.

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Again, this is fairly simple, it's just gonna offer you suggestions

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as to what you're going to get.

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We're gonna say like, website, business, you don't even need to do this one.

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And I'm just gonna call this brand campaign again.

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This area is becoming less and less and less useful because Google's auto

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apply recommendations and Google's , opti score is going to judge you on

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how much money you're paying them, not how effective your campaign is,

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depending upon what you select here.

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So basically it's like, select how you wanna be annoyed is what that means.

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Now you jump right into the bidding strategy, which is,

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which is a little bit different.

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I understand why they would, they would start right into the bidding strategy,

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but that's why I covered that first, is to kind of share with you, this is

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what I'm using, this is why I'm using it, and this is how I'm measuring

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if I need to increase or decrease.

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Who am I bidding against?

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Where am I showing up in the ads?

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How much search impression share do I have against them?

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And search.

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Impression share is simply just market penetration on the first page of Google.

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, give yourself , some leeway in, that area to, to judge for yourself

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because you're not gonna nail it right off the, right off the bat.

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It's gonna be a little bit difficult to understand.

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Search, press, share, top, absolute, top, lost by rank, lost by budget, et cetera.

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You'll, learn this a little bit more as you go on, but if you run manual more

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often, you'll find out that you probably were overpaying some areas and you might

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have been spending too much per day.

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, and then review your, cost required, a customer or cost required

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a lead, whatever it may be.

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And see if you're overall increasing your, cost too much for what you're spending.

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But yeah, we talked about the, , way that we would want to market.

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And what you'll see here, , alternative bidding strategies like portfolios are

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available after you create your campaign.

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So they actually just strip manual from you right away.

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You can't even set manual right now if you wanted to.

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Wow.

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Yeah.

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Pretty crazy.

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So you can only set for conversions or clicks.

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It's forcing you to use an automated bidding strategy.

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And this is why I'm saying I think manual is going away.

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If they can start all new campaigns off manual, they can just, you know, kind

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of shove it in a closet and never Yeah.

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Never let it out again, , select it here.

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We don't recommend it.

Speaker:

Use maximize conversions for the time being and then you can go

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back and switch off of it later.

Speaker:

But it's pretty annoying right now about how they basically just

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force you to do an automated big strategy that you don't want.

Speaker:

Dude, that is so frustrating, especially if you, if I start

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thinking about brand new advertisers that just don't know any better.

Speaker:

Yeah.

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, you know?

Speaker:

Exactly.

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It's, it's, it's really, , it's doing a disservice.

Speaker:

Mm-hmm.

Speaker:

, you know, max conversions.

Speaker:

Here's the best part is manual.

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CP C with ECP C is pretty much like max conversions.

Speaker:

Mm-hmm.

Speaker:

It'll take your bid.

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It's skyrocket if it needs to.

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, the only thing I like about manual is I get to set a floor, so, you know, people

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just kind of searching around, always see me at the top, even though they don't

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click on my ads, I'm up there because my bid, if I was using max conversions,

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I'm either gonna be at the bottom or at the top, depending upon the user.

Speaker:

Well, I always wanna be found at the top of my own brand name.

Speaker:

I just don't wanna overspend for, so I'm setting a floor.

Speaker:

So it's really, , it's such a great way to grow a healthy company, but you dip

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into Google's revenue and that's a sin.

Speaker:

So let's look at networks.

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, search network.

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Yes.

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Search partners.

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My opinion on brand campaign, yes, that's okay.

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I very rarely recommend search partners on a normal search campaign,

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typically because search partners are lower C P C and less quality traffic.

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So if you're using an automated bidding strategy that Google wants, like T C

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P A, for example, it says, wow, Google clicks on the top of the page are $10.

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Search partners, like ask.com is $2.

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I can get a lot more of those clicks for $2 rather than the $10.

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And I can show more traffic, I can spend more money.

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I dip into audiences that maybe are a little bit, less quality, but I get money.

Speaker:

So you end up with a restricted bidding strategy.

Speaker:

Getting more low quality clicks from third party sources because you're trying to

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save on your cost per acquisition, right?

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You're basically forcing the algorithm to go the periphery, which is

Speaker:

all lower quality traffic, right?

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And then you see that again here, , which, which we'll talk about here.

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So on brand campaign, yes.

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The display network for brand campaign.

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No, absolutely not.

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Here's the, what Google will not tell you is inside of here, even though it says,

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Hey, you've used display expansion, ex display expansion, you can show your eyes

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more places and get more conversions.

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This is not, true.

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it'll, this is a lie.

Speaker:

, right?

Speaker:

. It'll, it'll append more and it'll attribute more convergence to itself.

Speaker:

But it's actually not.

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this is doing is, let's say for example, we have a hundred dollars a day, I'm

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gonna use really round numbers here.

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If we have a hundred dollars a day in budget and our.

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Cost per click is always a dollar.

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And in one day there's 80 inbound searches that come in.

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And we spend $80 out of a hundred dollars and we have $20 left over

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and there is no one else searching.

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There's, there's no one else.

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Google takes that $20 and starts showing those same people display

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ads . So when your budget runs out on search, it kicks in to display

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and you spend the rest of your money.

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Now the average advertiser just sees , their campaign hit budget today

Speaker:

and they think it's on the brand.

Speaker:

And that's the part that that kind of gets a little bit deceptive is it turns

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into its own remarketing campaign for the people that are already looking

Speaker:

for you, . And so again, that's why we would not recommend using display.

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All right.

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Within the confines of a brand campaign, we use the display network elsewhere.

Speaker:

Sorry, we're just saying we wanna enable it here.

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Yeah, and and just a good generalized rule of thumb is if you're ever gonna

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run a search and display, always keep them in separate campaigns.

Speaker:

You're gonna treat those audiences differently.

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You're gonna bid against them differently.

Speaker:

You manage 'em differently.

Speaker:

Different bidding strategies, everything is gonna be different.

Speaker:

so always run those separately just as a good rule of thumb locations.

Speaker:

Well, this is pretty simple United States, right?

Speaker:

No, this is United States and every other country.

Speaker:

So same thing here.

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, same thing here.

Speaker:

You're gonna open up your location options and make sure

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that you choose your targeting.

Speaker:

A p uh, presence.

Speaker:

People in or regularly in this is the same thing from 2022.

Speaker:

, it's just still there.

Speaker:

, have you noticed on certain campaigns that the location options isn't

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available on the campaign buildout and it's only available later

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after the campaign is created?

Speaker:

YouTube?

Speaker:

Well, no, uh, not afterwards.

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I'm sorry.

Speaker:

I jumped the gun there.

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No, it's always, it's always either there or not there.

Speaker:

In here.

Speaker:

Yeah.

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In this area.

Speaker:

If you're in YouTube, you can't change, , in regularly or

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interested in It always will.

Speaker:

Okay.

Speaker:

That must have been my confusion then.

Speaker:

Yeah.

Speaker:

It'll, it'll always be selection here.

Speaker:

Only the bidding strategy and audience targeting, which we'll go

Speaker:

through is then found afterwards at a higher degree of, oh no.

Speaker:

You know what it was dude, it was pmax.

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I was doing, I was, uh, speaking at Perry Belcher's event.

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Mm-hmm.

Speaker:

, I'm on stage building a PAX campaign and I'm teed up to

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talk about location options.

Speaker:

Oh yeah.

Speaker:

And I get, I get to the location targeting and it's not there.

Speaker:

But then after the campaign is created, then I could go

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in the settings and change it.

Speaker:

That's right.

Speaker:

That's right.

Speaker:

The pax it used to be here, and then they took it away.

Speaker:

But then we also stopped building PAX campaigns.

Speaker:

at that time.

Speaker:

. So, you're right.

Speaker:

That's true.

Speaker:

Um, yeah, I forgot about that.

Speaker:

You're right.

Speaker:

Uh, it's so annoying.

Speaker:

It, it's so funny.

Speaker:

It's like, hey, do it the way we want you to do, and then after you

Speaker:

build it, it's like, fine, you can change whatever, whatever afterwards.

Speaker:

Yeah.

Speaker:

It's, it's so just, just disheartening really.

Speaker:

Well, and I derailed you here, John.

Speaker:

I think you can beat this dead horse a little bit more as to why we

Speaker:

need to do people in or regularly.

Speaker:

Yeah.

Speaker:

So what's funny is when you're talking about a country and then you see a,

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that you could target a purse that has interest in your target locations, and

Speaker:

that's a country, I mean, God, that is such a wide net to cast, um, right.

Speaker:

People in Canada looking to come to the United States or in

Speaker:

Mexico, it's going the other way.

Speaker:

Just so you know, , I know , it's like, hey, the interest,

Speaker:

there's actually less people.

Speaker:

. , but that's what's really interesting is you get to actually target a person

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who is interested in your country and show them a search ad That's really

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dangerous, especially if you're.

Speaker:

especially if you're local or if you're looking at a state like, Hey,

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it's like coming to my restaurant to you person in Australia.

Speaker:

It's like, that's a bad idea.

Speaker:

Hmm.

Speaker:

, now it's, it's been getting actually fairly good, , in terms of not getting

Speaker:

too much outside of the country traffic.

Speaker:

The problem is it still happens, which we never want it to happen , as anytime.

Speaker:

Well, it gets better over time.

Speaker:

Right.

Speaker:

But for early stage campaigns, just save yourself the waste.

Speaker:

Yeah.

Speaker:

And what we found, especially with Performance Max, is, and Performance

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Max was an add-on afterwards.

Speaker:

It used to not be able , to remove yourself from the interested in, and

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then they gave it to you afterwards.

Speaker:

They just didn't purposely build it into the user interface.

Speaker:

The funny part though is the performance Max, because it uses

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display, it's display ads are showing to people outside of the country

Speaker:

that have an interest in our country.

Speaker:

They, they're not taking a.

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They're not taking a a, a proactive search intent like themselves.

Speaker:

They're not going to the computer typing something in.

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They're on their favorite news network in a different country, seeing our ad.

Speaker:

And that's where Performance Max got spammed a whole bunch

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because it hit Click Farms.

Speaker:

Click Farms clicked on it, ClickFORMs started to convert and Google's automated

Speaker:

target and said, well, there they are.

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Found 'em.

Speaker:

We found 'em.

Speaker:

, right?

Speaker:

. Haha.

Speaker:

First person looking for ribs was actually in China.

Speaker:

. Yeah,

Speaker:

man.

Speaker:

We got our targeting off , um, languages for a search campaign.

Speaker:

I actually did this open, for display campaigns or YouTube,

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capa and basically anything on the G D N , Google Display Network.

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You want to use your own language cuz you're gonna proactively

Speaker:

find those people versus people looking for your brand campaign.

Speaker:

Doesn't matter what their language settings are in the browser.

Speaker:

You can work with pretty much all of them Audience segments.

Speaker:

This one's fun.

Speaker:

This I like because it, especially on your brand campaign, I find

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it actually the most valuable.

Speaker:

this area here.

Speaker:

Audience segments are what you can use instead of Google Ads to either target

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or observe, which I really like because you're not actually targeting them.

Speaker:

You're just saying how many people that are coming to, to my website

Speaker:

are these type of people, and then it's based on the audience targeting.

Speaker:

So when it's a brand campaign, that in my opinion is a sole, so source of truth

Speaker:

because a person is, if a person is going to make their decision to contact you as

Speaker:

a business, let's just say for example, and Google finds them as these type of

Speaker:

people, then that's who your avatar is.

Speaker:

There's no better way around it.

Speaker:

This is, this is the market telling you who they are, rather than you telling

Speaker:

Google who you think your target is.

Speaker:

The nice part about this though, is even if it's wrong, It's right to Google.

Speaker:

What I mean by that is we may find that a whole bunch of people

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that come to our site are CM R M solutions interested people.

Speaker:

Okay?

Speaker:

It's not that these are, this isn't my target demographic, but Google

Speaker:

has identified them as people that are in CR R M solutions.

Speaker:

Why?

Speaker:

Well, maybe for us, for example, solutions eight, they might be people that are

Speaker:

looking to increase leave flow, and so they're looking for Google Ads agency.

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They're shopping around for a C R M tool because then they

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can manage their leave flow.

Speaker:

These are all things that are connected, and even though I'm looking for

Speaker:

people that are interested in, seo, O and S C M services, or advertising

Speaker:

and marketing services, or any one of these here that might be, you

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knows, Might be more, uh, closely aligned with our business offering.

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It doesn't mean that I'm going to push them away.

Speaker:

I'm going to select all 25 of them as an example and set them on observation mode.

Speaker:

And I'm going to find of all the long tail way that I think that these people

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can be connected to an avatar of mine.

Speaker:

And then when Google says, Hey, your audience is this, I'm gonna pr practically

Speaker:

go after that audience, even if I think is wrong, because the market is always

Speaker:

right and Google has identified the right audience as whatever label it gives it.

Speaker:

This more settings, a leave that go starting on date, leave that

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go add schedule, leave that go.

Speaker:

Especially for brand, , campaign URL options.

Speaker:

We talked about this last year.

Speaker:

It's u t m tracking.

Speaker:

, cool.

Speaker:

We did it.

Speaker:

Yay.

Speaker:

Next.

Speaker:

Nice . , so this is new.

Speaker:

, this is actually where Google is going to give you a keyword.

Speaker:

Pretty cool before you have to go and pay, SpyFu and s Rush and is espionage

Speaker:

and Google keyword planner and, and, you know, do a whole bunch of searches.

Speaker:

Look at the similar searches and a whole bunch of different ways

Speaker:

you can do keyword research.

Speaker:

Because Google is using more broad, they are going to give you a

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keyword, , planner, , list of keywords and they're gonna be a broad match.

Speaker:

The problem though here is that if this is a brand campaign, you just

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have to skip this part , but I'll share with you how it works real quick.

Speaker:

, you can actually paste in your website here.

Speaker:

So enter your scan for keywords.

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So we enter in our website, get keyword suggestions,

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and it says, Hey, Google ppc Advertising services, advertising, Google Ads, Google.

Speaker:

I mean, yeah, this looks pretty good.

Speaker:

Ad words, ah, but that's, might have some C levels that still say that.

Speaker:

but these are actually pretty good.

Speaker:

If I was just starting off on a new campaign and I wanted something that

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was more broad, I would add all of these on broad, and I'd go, this

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is actually fairly good, on broad.

Speaker:

Now, if you wanted to move into phrase match, exact match, if you

Speaker:

wanted to really start to move the needle, , you know, you'd wanna

Speaker:

import third-party, , attribution or third-party clicks, into your Google

Speaker:

ads as quality lead, and then identify, those audiences, what your CAC is, how

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the L t B is working, start to whittle down, blah, blah, blah, blah, blah.

Speaker:

To start, if you wanna just like a regular search campaign,

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you're like, Hey, I'm not sure.

Speaker:

I'm just kind of just getting into Google.

Speaker:

This is actually pretty good.

Speaker:

I'm actually pretty impressed with this.

Speaker:

It's, it's spot on pretty well for us.

Speaker:

We would do, obviously, do.

Speaker:

I'm gonna, I'm gonna do phrase match.

Speaker:

I like phrase more than exact, phrase already is exact.

Speaker:

Anyway.

Speaker:

, for brand specifically or across all search campaign?

Speaker:

No, for brand specifically.

Speaker:

it's, it's interesting.

Speaker:

you'll get, , all the longer tail, potentially new customer type of searches.

Speaker:

so for example, if, if we want a solutions eight, and I'm

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gonna, I'm gonna use this here.

Speaker:

Solutions.

Speaker:

in a phrase match, I can now show up for solutions.

Speaker:

Eight reviews, scam, quality case studies, YouTube, I'm gonna capture

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all, all the things about me.

Speaker:

Why would you say scam?

Speaker:

Yeah, I'm, I'm, I'm trying to get that lawsuit push away cos don't bring it up.

Speaker:

Put that out in the universe.

Speaker:

That's actually one of our best, , performing keywords

Speaker:

for a few, like three clients.

Speaker:

it's so funny, we actually build a landing page for some clients that

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when people are looking for, like that company scam because references,

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they're in financial services.

Speaker:

Yeah.

Speaker:

That goes to there and it's just case study and testimonials and

Speaker:

videos and, and then it's like a 60% convers rate cuz it's brand.

Speaker:

But they're also, I don't even know if they realize that they

Speaker:

just converted on the page.

Speaker:

They just kind of naturally went there.

Speaker:

But yeah, so you get scammed because that's what people look for.

Speaker:

They're like, oh, I'm gonna hire them.

Speaker:

Who said, oh, don't hire solutions eight, they're a scam.

Speaker:

And then they're trying to find those people.

Speaker:

So that's what's nice is you gotta just cover yourself there.

Speaker:

I like, I like phrase match.

Speaker:

And even though Google's gonna say, upgrade your keywords to broad

Speaker:

match, which is such a leading misleading lie, like upgrade to broad

Speaker:

upgrade that change upgrade, it's better , improve upon, be less stupid.

Speaker:

Be less stupid.

Speaker:

Yeah, exactly.

Speaker:

. And would you play with variations here?

Speaker:

You know, sol eight, so eight.com?

Speaker:

Yeah.

Speaker:

Yeah.

Speaker:

We would wanna put in as many as like kind of variations.

Speaker:

I, we'll do like solutions, eight solutions like, eight, , this way, , you

Speaker:

wanna have like, you know, solely, cuz that's our, that's our website.

Speaker:

One that's actually pretty common is soul.

Speaker:

, eight.

Speaker:

Space com.

Speaker:

, a lot of times if they mess up the url, , it'll do a search for you

Speaker:

and then you'll, they'll say, Hey, we're trying to contact these people.

Speaker:

so different variations there.

Speaker:

As many as you can.

Speaker:

I like phrase because we're brand.

Speaker:

I don't wanna, I don't wanna capture too much again, like it's gonna,

Speaker:

we're very little time, , which you not capture a conversion.

Speaker:

well, lemme just see on real quick.

Speaker:

We're spending very little, so I don't even know if our ads working right now,

Speaker:

but yeah, it's like very little time.

Speaker:

Would you look at something and say like, oh man, like, uh, if there wasn't an ad

Speaker:

here, , it's like, here, here, here, here.

Speaker:

. Here, here.

Speaker:

So that's is nice too.

Speaker:

It's like if you didn't have this here up at the top, would you have captured it?

Speaker:

Yeah, we'd be fine.

Speaker:

Probably.

Speaker:

Yeah.

Speaker:

Yeah.

Speaker:

So you don't have to go two nuts.

Speaker:

You just wanna make sure that you're covering your bases for

Speaker:

people that are looking for you.

Speaker:

And any competitors that are trying to find, that are trying to scoop up that

Speaker:

traffic, , from, you don't upgrade to broad match and you can add more keywords.

Speaker:

But yeah, it's, it's something that I would say for brand campaign, keep it

Speaker:

fairly strict, fairly, fairly tight.

Speaker:

All right.

Speaker:

Final u l time?

Speaker:

, this is the ad portion.

Speaker:

, to build it, what we've actually been seeing is ad strength is not

Speaker:

as, important as it Once we, as, as once we all thought it was.

Speaker:

Wow.

Speaker:

Yep.

Speaker:

So we ha we have some, a lot of clients where the ad strength will

Speaker:

become strong if it gets conversions.

Speaker:

It's again, Google's like, I will tell you what I think is

Speaker:

gonna happen, and they're right.

Speaker:

You want to have as many headlines and as and descriptions as possible.

Speaker:

You want it to be close enough to your keywords as possible, should

Speaker:

match line to page all this stuff.

Speaker:

They're still good, but if it's some, if it says, , the, a strength

Speaker:

is, , good, it may turn into excellent over the course of some time.

Speaker:

So don't freak out.

Speaker:

It's a lag and a lead indicator, lead indicator for Google saying,

Speaker:

Hey, we think this is good enough, but if it starts to convert later

Speaker:

on, the ad strength can improve.

Speaker:

Yeah.

Speaker:

Yeah.

Speaker:

An ad strength is not necessarily a, , an indicator that, , that

Speaker:

it's going to do well.

Speaker:

Ad strength means how many different variations and combinations can

Speaker:

Google produce in order for that ad to be as strong as possible

Speaker:

to, to get as many conversions.

Speaker:

So, because I don't even know the combinations that can be had when you

Speaker:

multiply, 15 with four, , and then your images and then your site links.

Speaker:

There's, there's hundreds, potentially thousands of combinations

Speaker:

that can be produced with this one r s a responsive search ad.

Speaker:

But if you only give it three headlines, it's going to be greatly reduced in

Speaker:

the combinations that could be created with this ad and your strength is low.

Speaker:

So that's what that means.

Speaker:

You can have just, , solutions is eight, yes we are solutions eight told you.

Speaker:

And it would get like, you know, 80% commercial rate that will have a

Speaker:

pretty good ad strength . But so just know that that's how that's measured.

Speaker:

It's a fun way to think about it actually.

Speaker:

I like what you just said.

Speaker:

If you're given the option to create 15 headlines, every headline you

Speaker:

don't create isn't one less variation.

Speaker:

It's as many less variations as there are other variables

Speaker:

to multiply that variation by.

Speaker:

Yeah.

Speaker:

So that ends up meaning like, spend some time here, you know?

Speaker:

Yeah.

Speaker:

Do the deep dive.

Speaker:

Exactly.

Speaker:

And, and what's okay too is you're gonna see your headlines not

Speaker:

really make sense cuz it's very difficult to produce 15 headlines

Speaker:

that stand uniquely on their own.

Speaker:

You will want to obviously spend some time in creating this and, but it's

Speaker:

okay if things look a little bit odd.

Speaker:

So what I mean by that is, let's do the, lemme see if I still

Speaker:

have my https s there we go.

Speaker:

, I actually don't use display paths a lot.

Speaker:

I, I kind of think that they, they cheapen a brand campaign,

Speaker:

, where it's like, hire us.

Speaker:

You know, it's, it's, I don't know, you're, you're kind of

Speaker:

looking for a company and just my opinion elevates the experience.

Speaker:

If it's just like, yes, here's who we are.

Speaker:

, ] I don't have to try to sell you on my own brand with a display path that's not real.

Speaker:

yeah, I, I'm just gonna say that this is for brand specifically, cuz you're

Speaker:

not driving to them a specific page.

Speaker:

, we can leave that, we can leave that blank.

Speaker:

we go.

Speaker:

So in your headline, , here's another thing that I think is interesting, , so

Speaker:

I'm not gonna spend too much time on this.

Speaker:

, I just wanna share with you something

Speaker:

, free action plan.

Speaker:

, achieve your goals.

Speaker:

I like these actually.

Speaker:

, oh, we're authority on seo.

Speaker:

Oh, that's funny.

Speaker:

so, , drive.

Speaker:

I'm just gonna do, cause we already have a brand campaign running, so I'm

Speaker:

not gonna save this one, but I wanna share with you all, I started Google.

Speaker:

We just had 17 years, didn't we?

Speaker:

Isn't that nuts?

Speaker:

Yeah.

Speaker:

17 years.

Speaker:

Geez.

Speaker:

It's also a lie.

Speaker:

I know, right?

Speaker:

We hit 17 years as a company, but we started doing, software for banks.

Speaker:

, right?

Speaker:

Yeah.

Speaker:

As a Google ads agency.

Speaker:

We're babies.

Speaker:

. Yeah, . It's only been like three weeks for Google Ads, but yeah.

Speaker:

Well, no, really.

Speaker:

How long has it been, I mean, how long has it been since we've been, Google Ads

Speaker:

is dedicated, cause we've been running Google Ads for like eight, nine years.

Speaker:

Yeah.

Speaker:

Google Ads dedicated, I think was 17 or 18.

Speaker:

Okay.

Speaker:

As most, I tell mean still, like for a dedicated Google Ads agency.

Speaker:

That's, that's, that's 5, 5, 6 years.

Speaker:

Yeah.

Speaker:

Yeah.

Speaker:

so I'm, again, I'm, I'm fluffing that's on purpose.

Speaker:

, I wanted to share with you this, , creator of paid traffic.

Speaker:

, dude, their ideas and recommendations still blow me away.

Speaker:

Oh, I know.

Speaker:

They're so good.

Speaker:

They just read, they just read titles.

Speaker:

, see I images.

Speaker:

, I know all these are disapproved.

Speaker:

Cause Google doesn't like us using Google stuff, so stupid.

Speaker:

, cool.

Speaker:

I'm just gonna get add these just for number one 20.

Speaker:

I know,

Speaker:

eh, there we go.

Speaker:

Okay, cool.

Speaker:

So here's what's interesting is include more popular keywords in your title.

Speaker:

Okay?

Speaker:

So you're seeing here and we say, okay, so solutions eight is not on there.

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So s so L eight.

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All right, so have, so eight here.

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Ah, now it's excellent.

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So because I didn't use my keyword in my ad headline, my strength was excellent.

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Does that mean that people are gonna be like, yo know, you didn't use the, the,

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the shortened version of your brand name?

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Nope.

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It's not indicative that the ad is going to fail, it just means that

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your ad strength is not going to be excellent because it's not matching the

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keyword that's in your uh, headlines.

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These little areas here where you see these little green check marks, this is

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Google telling you if you include these will give you a better ad strength.

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Do you need to do it?

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No.

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If you're trying to compare two different RSAs, which is the maximum

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amount of responsive search ads you can have in an ad group, and

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one is good and one is excellent, the excellent will win by default.

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So if you really want to ab test your ad copy, you need to have two

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as strengths that are good or two ad strengths that are excellent.

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But if you have one that's good and one versus the other, if the other

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one is just gonna be sort of ignored.

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The other part, everyone is going to want to pin headlines.

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I think that's still a good idea in brand and I would pay for that.

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Meaning that even though my strength reduces like this show only position

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one, then my strength goes down.

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If you choose what to show people, it's a significant drop too.

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I mean, you're ad straightened drop by 40%.

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Yep.

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And if you unpin it, you'll see this thing click over here and then this thing goes.

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Excellent.

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What this is, is we just remove the combinations that

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Google can produce for us.

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It's all this is.

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All this is indicative of is how many combinations can Google create?

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That's how strong the ad will be.

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Well, if I say, go ahead and pin this to one, it was like, well, you

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just hacked off an entire row and now here's gonna be less strong.

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However, look at on here.

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Now the ad, when I start to cycle through solutions eight is

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always pinned to headline one.

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And I'm always gonna tell people, if you're looking for

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solutions eight, here we are.

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If I have a person bidding on us, bidding on our brand name and I'm showing Unpinned

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and ours says, a award-winning certified world authority of ppc, five reviews,

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and their headline says, solutions eight

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I might.

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Yeah, they wouldn't be able to do that though, right?

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It's a trademark issue.

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Yeah, , it, you can, you can file for a trademark.

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, you have to do that manually.

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, so you have to tell Google, Hey, , our solutions a brand is the trademark.

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Here's proof.

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If you're kind of just starting off or maybe not really there yet,

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someone else can use your ad name or your brand name in their ad.

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I'll leave it up to you, is if you're trademarked, then

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you don't have to pin it.

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If you're not trademarked, maybe go to pin it.

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And your ad strength going down from Excellent to Good may or

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may not increase your C P C.

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I have not been able to nail that.

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I've, I've had, I've had it where if I get more conversions, my CCP C goes down.

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Even though the Azure is be good now, it's excellent.

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So, just know that this is not an absolute.

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All right.

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That's it for there.

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, next, , choose your daily budget.

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That is appropriate.

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Put it at a dollar just for, for put it at $5.

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I think that's what Google allow us to do now.

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, oh, 77.

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Yeah.

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Hey, definitely spend more money.

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Okay.

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Thanks Google.

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this brand name Mar missed opportunity, that's again, needs a new island . I know.

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I love that.

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It's like spy dollars.

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I'm gonna stop you from hitting publish.

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I think you should spend 77 and a person's gonna go, okay, and then it hits 77.

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, you can just hit it again and just say, no.

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, I'm not gonna, it says, Hey, that brand campaign or exist.

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I know, but usually just hit publish after that and it's all set to go.

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We, we've went through the whole thing, that's how much different

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Google, how many times do we stop and say, Google wants you to do this.

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Here's why that's bad.

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Like, it's amazing, dude.

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How much more information?

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Yeah.

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You versus Google.

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Google, yeah.

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That's right.

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Yeah, that's right.

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I'm gonna discard this draft here.

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I'm, I'm in Mara account, so just kind of poking around.

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, so I'm just gonna stay off screen for a second while we get it set up for the

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next one and which one's the next one?

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Next one.

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We're actually gonna run a standard shopping campaign.

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Nice sync.

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I know.

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Yeah, I know.

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And, uh, I already have a video.

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, it's on our YouTube channel.

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It's, is Performance Max right for your business?

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I still think that is one of the most important videos that you should watch.

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If you're watching this now, go watch that video for your e-commerce.

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I have several use cases as why Performance Max is amazing.

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New customer growth, non-brand traffic, not too much remarketing

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and getting a 2,500 ROAS and a 1500 roas and things are great.

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And I also have campaigns, or I also have campaigns in there as an example

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to where you're gonna be overspending for return users, overspending

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for remarketing, overspending for your brand and your new customer.

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Growth is only one fifth of that campaign.

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So we already did a, , performance Max video.

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That video is actually still relevant, from last year.

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I'm still running those campaigns and we're still getting a very good result

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except for when those performance max campaigns wean themselves

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into too much returning traffic.

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Google is brilliant and I, I will say that Google is very, very brilliant.

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They set performance max up for failure over a, over a duration of time.

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I'm trying to see of how I can best illustrate this and I'll use, I'll, I'll

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try to be as slow and and methodical as explained this as I possibly can.

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Performance Max uses only two automated bidding strategies, maximize conversions

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with or without A T C P A and maximize conversion value with or without a T rows.

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The only thing you can do, you cannot ask Google to warm up traffic.

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You cannot ask Google to try to get more YouTube subscribers.

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You cannot ask Google to bring more cold traffic and lesser marketing.

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It is simply going to hunt for conversions, period.

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That's the only functionality of that campaign.

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The fail point is you don't get to tell Google who is going to

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convert and Google has free range to find anybody that will convert.

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When you're a brand new company, amazing, or you're brand new to marketing,

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amazing, it is going to find cold traffic.

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It's gonna warm them up, it is going to convert them.

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And if those people don't necessarily come back, because who don't

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really have an L T V, that's okay.

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You can might sell a really nice $400 massage chair.

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People are like, I'm gonna buy five of 'em now.

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It's not maybe really something that's an LTD item.

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It works really well for the people who are looking for, or

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people for the companies that already have a good lifetime value.

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These people do return, they purchase.

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Maybe you're a vitamin subscription company.

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Maybe you're a supplement company, maybe you are a clothing company, , whatever.

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You have a good, if you could email your customers and they'll buy again,

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performance Max sometimes is bad.

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And so what happens is performance.

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Max says, I've got a hundred customers.

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I did a good job next month.

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20 of those are going to return performance.

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Max is gonna target those.

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And if you don't increase your budget, you're 100 new, went from a hundred

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new, now 80, new 20 returning, and then next month, maybe 30 start to returning.

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So next month now instead of 80 new 20 returning, now it's 30, returning 70 new.

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And it starts to hunt those people more often because they are returning.

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And Google only knows that good things are happening because their

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cost per conversion is getting cheaper because of returning traffic.

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They're using cheaper networks like display.

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So it's no longer $8 a click.

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Now it's 80 cents.

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So the row as is going up.

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So Google thinks we'll row as is growing.

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C P C is DEC decreasing, conversions are increasing.

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Average order value is increasing because your return traffic spends

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more money with you than new traffic.

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And all of these good things start to happen inside of performance Max.

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And fast forward eight months later, you're like, I am ready to scale.

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And you add in.

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Let's say a hundred more dollars a day, and it was only a hundred dollars a day.

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It says, okay, well the mix of performance max right now is 30%

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new customers and 70% returning.

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So you throw a dollar, one more dollar at it, and it takes that dollar and it takes

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30 cents and tries to get new customers.

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It's 70 cents and tries to go remark to the existing customers cuz these

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are my bread and butter winners.

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Problem is when you order once a month, no one just wakes up one day and says,

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I have to take the kids to school.

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, , Nutramax is spending more aspen on me, so I gotta buy that today.

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Like that doesn't happen in a person's mind.

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They don't buy more because a specific company is marking to them harder.

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They're just gonna be going through their normal motions.

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So each time you put a dollar in, you see your spend go up

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and your revenue increase goes.

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And it's, it hits a point and diminishing turns fast because your audience is

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more heavy, warm than cold performance.

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Max doesn't know any better because it thinks it's doing well, and it's simply

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going through the motions for a high roas.

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And people usually measure by roas, so they think everything's fine.

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You can ask Google to go after only new customers.

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The problem is the match rates today, especially in the future, are

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getting worse and worse and worse.

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I have a few campaigns where I have an 85% match rate on my upload of my customer

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list, and I've negated them from my ads down to 90% because that's, you could only

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do that in standard shopping, for example.

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And Google says only eight customers returned last week.

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And the actuality and even U T M parameters, I had 800

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customers that returned last week.

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Wow.

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Cause we're spend, we're spending 16 grand a day on this campaign.

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So Google is telling us they're negated, they're not buying, and

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we're ignoring your customer list.

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And if I didn't know any better, I would've believed it.

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So just know that what Google says may not be the truth then,

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maybe that they can't see it.

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And you are getting a false positive and you're starting

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to scale that false positive.

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So just know that trying to switch on new customer acquisition and

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upload your customer list as a negated item, it may not see that

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and it may still count them new.

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Why?

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Because they can't count them returning cuz they don't see it.

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So you think I negated my list, my new is growing, give that six months

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and you find out that you just set spent more money and your bottom line

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was reduced because your cost went up and your new customer stay stagnant.

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So that's what you find out after it's too late.

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So that brings me to standard shopping.

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Standard shopping is still very good.

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It's, still pretty powerful.

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I'm not gonna be able to tell you if you run, should run standard

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shopping or performance max.

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That's something that you'll have to, you'll have to create for yourself.

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But what we'll do today, what would be the rules engine there, John, if we,

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if you were to say like run standard shopping, if, are there broad sort of if

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this, then that rules that you follow?

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Yeah, I like standard shopping for higher L T V.

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, companies.

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. , , they do work well with, , low L T V companies if you have a lifetime value.

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They do work well for low lifetime value companies if your average order value is

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higher than let's say a hundred dollars.

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, so if you said, Hey, I have a $49 product that I wanna do standard shopping and I

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need to get, two or three x return on the first customer because these people don't

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buy, I would actually run Performance Max.

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Oh, sorry.

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You don't buy again.

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I would actually run Performance Max.

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Mm-hmm.

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Because you're going to be able to use a little bit smarter targeting.

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, you can start to prospect a little bit on cheaper networks,

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and I still think it's very good.

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So that'll help grow.

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And you'll find out that sometimes Performance Max can

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show you that these people will.

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Then you can win yourself potentially off of PMM Max into standard shopping because

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now you've built up a good return customer and you're reinvesting that profitability

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into growing just brand new cold traffic because you've proven your model.

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Again, there's so many different scenarios in what those scenarios

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will evolve into that you may not have expected or even tried, like try to

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get an l T LTB because you are bad at email marketing and that's okay.

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I'm not good at email marketing, I just don't do it.

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But I wouldn't be able to generate return customers for a client because

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I don't know what I'm doing in email.

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, I could do that in Google, but only because I tried.

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So you may find that you have a low L T V because you haven't tried

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to produce an L T V performance.

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Max may be able to achieve that for you.

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It's fantastic.

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But I would say that for a generalized rule of thumb, standard shopping is a very

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much heavy, growth minded, , platform.

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That helps immensely if you have a good L T V because.

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If you have a hundred dollars cost for acquisition, but your lifetime

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value in six months is $300, but their first purchase with you is $50, means

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you're spending a hundred making 50.

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So you got a 50% roas, but you know, that will grow into 300, which is

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a three extra turn in six months.

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You could take that audience that you're testing that on, which is maybe 10,000

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people and increase that to a million tomorrow and nothing will change.

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It just scales.

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But if you're only getting that one sale, , that's gonna hurt.

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so I'm gonna grab a campaign here and we're just gonna build

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a standard dropping campaign.

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All right.

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So I'm not, I'm using the client one, which is okay, , because it's not gonna

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be, , we're not using this strategy, so it's not something that is even close to,

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what this client would, would be doing.

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So just know.

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I'm not giving away any secrets.

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I just am using a feed because I don't have a feed in ours.

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We're a Google Ads agency, so I clicked new campaign.

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That's all I did.

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That's the only thing that you didn't see.

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And just like how we build a brand campaign, we're gonna be building

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a new objective campaign, and this one's gonna be focused on sales.

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And I'm going to just look at my purchase actions, , and I'm gonna remove

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the imported leads because that's not what we do in this account anymore.

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And I'm gonna say, gonna say, here's my campaign.

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I'm focusing on sales.

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Here's how I'm measuring it.

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By choosing my conversion goal.

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I'm gonna ignore what Google is basically saying for, how to describe this.

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I'm gonna ignore what Google is basically saying for our recommendations.

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And I'm gonna be choosing shopping.

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Now, what you'll see here, this is the client that I'm working with.

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But, , it's pretty funny.

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The default to this, , of performance Max.

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And then they say, get the best of automations.

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Then smart shopping's been upgraded.

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It has all the benefits of smart shopping plus expanded reach.

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Show your, I mean, they're selling hard here to get you on performance.

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Max.

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One of the, things that I would say is a reason why Google is selling

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performance Max hard is because performance Max is the best at

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producing roaz attributed to itself.

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So just know that, and please remember that.

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Actually, I'm gonna pause here.

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I think this is important when I'm talking about how to measure a campaign, okay?

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As we're talking about, talking about goals

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on standard shopping, if I have three clicks, I'm going to get three new.

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If I'm excluding my brand campaign, yes, once in a while someone will

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make two searches of non-brand cold traffic, but for the most part I

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get three clicks, three new people.

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When those three people come into the site, it still may be another six

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or seven days before they convert.

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Google is very poor at attributing those post-click, second email, third direct to

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organic return path users back to itself.

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It is doing a very poor job at that.

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Google knows about it.

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That's why we don't use Google's own attribution tracking right now for our

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measurements, but just know that trying to say that they're actually getting worse.

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Right.

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We expect, generally speaking those things to get better, but they're getting worse.

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Privacy force decisions and whatever.

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They're getting worse as time goes on.

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So even if you used to be able to capture that, that conversion path it's, important

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to pay attention to because you might not be capturing that as well as you were.

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Yeah.

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Or if you're looking over the course of a year and things

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loo seem to be getting worse.

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Check everywhere else.

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Check your, your revenue and analytics for your global company.

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Check your Shopify backend year over year performance.

Speaker:

Just cuz Google says things are going down doesn't mean it's actually going down.

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It's just Google's seeing it less so in standard shopping, I get three clicks,

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three new people in performance Max, I get one new person and two remarketing clicks.

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It's much easier to attribute that conversion back to myself because I'm

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usually the click that is going to happen.

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And last click attributed.

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Conversions are easiest to track.

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Means if I'm the last click before they convert easy, that's something that

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Google can attribute back to itself.

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E , easy, easy ha five . So, so they'll, they'll be able to attribute that

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revenue back to it, which means the roaz looks good in those campaigns.

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The roaz looks so, so good in there that you say, well, I could

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just scale this as that's where you find that point of dilution.

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Because as if I get three clicks and I get a customer, that's a 32% conversion rate.

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Okay?

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Yes.

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Now, if you get three clicks and three customers though, In standard shopping

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because three people I can get maybe a 50% converge rate, but still be better

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because two, well let's say forklifts, two of the clicks turn into two new customers.

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So just know that the volume game is very important when you're talking about how

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to attribute Roz back to itself and what networks can do a better job at gaining

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that own attribution for themselves.

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And that's why Google is pushing Performance Max so much is because

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people still measure something by Roaz and they say, aha, this campaign

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is getting a five x, this campaign's getting a two X, that must be better.

Speaker:

Google is basically stacking the deck in their favor.

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You click standard shopping again, it tries to convert

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you back to Performance Max.

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and then gives you a C T A to switch back to Performance Max.

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So we're gonna start with standard, standard shopping.

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I love standard shopping setups.

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They are so simple and I wanna give you the ways that you can actually.

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Manipulate it for yourself.

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So, in here there's actually a different area.

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I'm not gonna, I'm not gonna go to it now, but just know that this is different

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up here at the top, I'm gonna stay.

Speaker:

But you used to be able to, or you used to not be able to select the feed,

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and now you can actually, , select specific feeds for specific campaigns.

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This is actually really cool, , because you can make supplemental campaigns

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for different, , different type of, for like countries, which we already know.

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That's always been a thing.

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But if I wanted to actually produce one that has a sale item and one

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that does not have a sale item, I can switch feeds easily for ones that may

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have promotion IDs and for ones that may not have, it's not really useful,

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you have a really specific use case.

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But just know that rather than kind of going through and restructuring

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your entire product group, you can switch feeds now, which is pretty cool.

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Again, I bet it's like a geek out, geeky, nerdy thing that I'm like, woo.

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Save ourselves an hour.

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But anyway, just ignore that part.

Speaker:

, I don't know what I'm talking about.

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so here's standard shopping.

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I'm just gonna call it a, , standard shopping campaign, , campaign name here.

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And if you look at the additional settings, I skipped this part actually.

Speaker:

, the inventory filter, and I'll share with you why.

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, an inventory filter is you're basically setting up the products that are

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gonna be available in this, , products that are available in this campaign.

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This is a really horrible user interface.

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, I do it afterwards from the ad group and I'll share it with you, share with

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you how, , but you can filter either a product, , like brand id, and then you

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just basically have to plug each one in or select from a gigantic list of IDs.

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This is a huge pain in the butt.

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Don't use this one here.

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local products, if you have a local feed, , then you can turn it on.

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If you have a local inventory in a store, , most do not, but if you do that, you

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don't need the instructions on this one.

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That's really hard to set up and you know how to use that , , campaign URL

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options, U T M parameters, easy peasy.

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Bidding.

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Here's where things get funky.

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I actually like to use a T row as bidding at a very low target return on aspect.

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Few reasons here.

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One attribution is poor standard shopping.

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I'm only tracking a third of my conversions.

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I'm at least gonna try to make about a 92, make my money back break

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even 9200% return on that spend.

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That may actually happen.

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Google may only see one third, but I'm gonna be measuring it differently.

Speaker:

But I have to manipulate a failing attribution campaign to

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achieve the results that I want.

Speaker:

You have to tell Google that failing is okay, right?

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It's gonna say, I'm only gonna see half, and so I say, great.

Speaker:

I'm only gonna have to measure you by half then.

Speaker:

Mm-hmm.

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. If I want a hundred percent Roaz, I said, a hundred percent.

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This campaign may die.

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Just completely fall off.

Speaker:

Dude, this is a scary thing for new advertisers, especially to hear, and

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not even new advertisers, people that are used to hitting 3, 4, 500 x roaz.

Speaker:

Mm-hmm.

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like to this paradigm shift is it's a leap of faith.

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Yeah.

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Yeah, and I, I have a lot of examples.

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, no, I know you do.

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Yeah.

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And if you wanted to contact me, I could share them with you one-on-one.

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I can't produce 'em here in the video, but I have a, I have one video

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that a standard shopping campaign ran for 12 days, earned $7,000.

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Google said zero.

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And then by day 13, day 14, you see some sales start to trickle in.

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It was just missing all these conversions.

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And the client was like, why are we spending two grand

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and not getting anything?

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I said, cuz it's missing.

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And I proved it to 'em in the top conversion path inside of Nor Beam.

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Now the company was getting a better m e r and scaling.

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Google said it wasn't happening though, so I had to take my target return on

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Aspen down to 5% just to be able to spend the daily budget scaling cuz

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Google wasn't seeing any conversions.

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So that's what's funny here is Google is going to basically, , you have

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to manipulate the restrictions based on what you think you are going

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to need to achieve based on the loss of attribution in real time.

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this is subs you have to massage next daily budget.

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I like to start to spend my standard shopping campaigns at

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least at a hundred dollars a day.

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, I know that's expensive for some advertisers.

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My opinion is if you're gonna run an e-commerce store, don't have

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more than $3,000 a month in standard shopping, non-brand cold traffic.

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Don't run Google period, , run a brand campaign, nothing.

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This is going to be your best campaign.

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It's gonna be your e-commerce focus campaigns.

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if you, and no one types in, you know, like most comfortable

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hammock, , let's just see if I can do a, a shopping result here anyway.

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No one types in most comfortable hammick and looks at shopping and

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says, no, I don't want any of these.

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You know, that's, not what people do.

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They are a buying focused, buying focused person.

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They're going to try to find something to purchase.

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So that's where they're first going to look.

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What is the price, is what they look like, who's got shipping, that kind of stuff.

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They may hit the search to see other advertisers there, but primarily when

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they're ready to buy, they're price conscious and that's where you need to be.

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So make sure you put a lot of effort into this.

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, Put a lot of effort into your, ad spend and, and this channel

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invest into this channel.

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I mean, campaign priority.

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You can pretty much ignore this unless you're running two campaigns with

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the same overlapping IDs of products.

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there is ways to do this that are smart.

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You can run a non-brand shopping and a brand shopping.

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Your brand shopping is gonna be low priority.

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Your non-brand shopping is gonna be high priority and you're gonna

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have different daily ad spends.

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That's a custom strategy that we won't get into, but in this just Billy got standard

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shopping, this only means that when you have multiple campaigns targeting,

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which one takes precedence over it?

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Search network.

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This is up to you.

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I have had 10 good scenarios and 10 bad scenarios.

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I default to no, because the ads that can appear on a search network a lot of times

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are, it's almost like a DSA campaign and it might hit blog and you can't really.

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You can't necessarily dictate what is gonna be shown.

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I've had this on before.

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I did actually get a blog that converted very well.

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, the problem was, is that blog that converted really well, , happened

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once and then everything else failed.

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So it was kind of like, yes, I may be able to, to finagle this in some

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sort of way to get this to work.

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, to that my blog , have a additional added benefit my shopping ad.

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Just know though, that if you run this search network, it is going to pull like a

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DSA campaign does of any product page that may be relevant to, or, sorry, any page

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that may be relevant to your product page.

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It does not pull your product page in every single time.

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It's up to it.

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So this is by chance if Google could nail it, it's good.

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If not, you just waste a whole bunch of money.

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So I would say, I would say default this one here.

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So you can Google Search Partners, which pro produces the search

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partners and the search on Google, it's really, really, really cool.

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It just gets a little bit wonky.

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, devices you're shown in all ads by default locations.

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, the locations you can target, again, very similar United States,

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or you can choose another option.

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You can do an even advanced search and do a radius, , 20 mile radius around,

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, I don't even know what this place is.

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Gumay cool.

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So you can get really cool with your targeting.

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, again, it doesn't have to be countrywide.

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You can select multiple different areas of a country, whatever your heart desires.

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, just know that, , whatever you're gonna target specifically.

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And like with Radius, it's a 50 mile radius, , a 50 mile radi.

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Margin of error.

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So if you're at 20 miles in an area, just know that this could also cover

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like a 40 mile radius in this direction.

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So if you hit 20, it can go 40 anywhere.

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So because people are mobile and they're targeting their mobile phones

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and they're driving, so that's why it's in and frequently in, it's basically

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wherever that traffic is flowing.

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I'm gonna hit cancel.

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I'm just gonna go back to the United States.

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Make sure you do in regular, again, not interested in the exclude again,

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I don't really find excluding does too much unless I wanna like, cover your

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whole United States, but except for Texas, then you can exclude Texas and

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then this is your exclude parameters.

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, people inure in, don't do this one here because if you're in Arizona

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and you have an interest in Texas and you're excluding Texas, you exclude the

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people have interest in other states.

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So are they in Arizona?

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Yes.

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Are they looking for your product?

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Yes.

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Do they have a cousin in Texas?

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Well now they can't buy your product

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so just know that's a thing.

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start dating an date.

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We already talked about it Ad group.

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, I'm just gonna call us all products for right now, , cuz I'm gonna share

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with you how we, when we create this campaign, , what this looks like.

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This is it though.

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This is as hardest standard shopping guest set up.

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So it's super, super, super simple.

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We're gonna choose our products now.

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So I'm gonna create campaign.

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Oh no.

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Did I kill this?

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It's not, let me create, sometimes if you stay here too long, it just dies.

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Oh, that's why I just messed up here.

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There you go.

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Craig in.

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Oh good.

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I had that last year.

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Remember I did that and all of a sudden I'm like, oh, I

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gotta redo this real quickly.

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, so here's now my all products here.

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Here's what you have to look at though when you want to,

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turn on and turn off products.

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This part is actually pretty important.

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Easiest ways to grab item id.

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You get to basically choose the specific type of products that

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you want or just highlight all your products and click continue.

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And just know that when you highlight all products, by the

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way, here's a quick pro tip.

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You're only gonna see a hundred selected, and that's your all products, except

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scroll all the way down the bottom and then you'll see it just continually grow

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And then once it grows all the way, and I'm just gonna imagine that this

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is it, and then you hit that again.

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Now products like, oh, now there's 13.

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So sometimes if you just hit all products, you're only actually getting marketing

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a hundred or maybe two thousands skews.

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So just know that that's a big whoopsy daisy on Google's part.

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, it only loads a hundred daisy, right?

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It only loads a hundred if you hit select all, it's like, oh, you only wanted a

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hundred and then you're none the wiser.

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But here's another, , pro tip.

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, I'm gonna go to the back end of a client site so I can share this with you here.

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, there's another way.

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I would say that it's probably better to, , It's better to

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organize and I'll tell you why.

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So product type, this is a way for you to dictate inside of the backend

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of let's say your Shopify store, what products you want automatically entered

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into Google ads as soon as it goes live.

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So this is a different, , this is a different client, but if you look at here

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in the back end of one of their products, you see product type, long sleeve polo.

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They simply type that in.

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Very simple, that gets pushed through your feed and inside of the backend

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of your site here, product type is, let's say that was long sleeve polo.

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Good.

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Now there's 117 products in long sleeve polo, and I can just.

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Add that product type.

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And in the future, let's say you make 10 new long sleep polos.

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Well, as long as you have long sleep polo in your product type, it'll naturally

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filter in through Google Ads because your product type is already set up to

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capture all the products in that category.

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Hmm.

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So you can add, remove, subtract, and you don't have to say like, crap, I

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took off seven products off my website.

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I gotta go to remote seven, I added 12.

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Now I gotta go in and add those individual product IDs.

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Just get good at your product types.

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Keep that nomenclature or yeah.

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, keep the nomenclature static and you can add and subtract

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as much as your heart desires.

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And you'll be marketing instantly as soon as you add a

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product back into your Shopify.

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So, quick pro tip for you.

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I would like to do, I would rather Sure, rather do that better, but

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for fun, I'm just gonna hit item Id, I'm not gonna add 'em all.

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, but just say like, if I click, , like these, let's just say five, and I

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click continue to bids and I hit save.

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What you're gonna see is these five are here and they're ready to go.

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However, Google just messed me up again because as I added these five,

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it says, oh, also, by the way, do you wanna have all 2000 in the everything

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else camp, , ad group or product group?

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And now that's also marketing.

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So this campaign's, marketing all.

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So choose the ones you wanna market.

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If you're gonna do a item, ID pause this one.

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And when you find your products, you'll see everything else is

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inactive or not ready to serve.

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, and you'll be able to choose which ones you wanna show for.

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All right, so we covered, , brand campaign search.

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Yep.

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Went over standard shopping.

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Mm-hmm.

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. And, , this is the end of part one.

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Yeah.

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Part two, we're gonna be hitting remarketing.

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Yeah.

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So, because you're not gonna be on Pax, PAX, the primary function

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that PAX turns into after a few months is more heavy remarketing.

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It's good.

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, it, it will over remarket though, and you get one daily budget.

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You go, you don't get to dictate, , where you're spending on new traffic and

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where you're spending on remarketing.

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So right now we're spending on new traffic.

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, and just one part that we didn't show that is fairly simple, , is

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adding your brand negative keywords to your standard shopping campaign.

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That's gonna be a really good, , really good practice.

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You don't necessarily have to, but just know that you're gonna be

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capturing some people looking for your brand and clicking on your

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shopping ads and buying your products.

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Okay?

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So again, I'll let you choose if you want pure cold traffic or if you want

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cold traffic and some brand traffic.

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But if you're gonna be excluding that branded shopping traffic,

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one thing that is going to be good is making sure that you.

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Capturing a very specific audience to remarket.

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So what I like to do is obviously exclude your converters, add your customer

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list, even though Google may not see it.

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But if you exclude your converters, at least you are using a Google signal to

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exclude those people so that Google knows it's gonna stop the people that it is

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already identified and is not susceptible to if it can match your customer list.

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But then remarket in a dynamic remarketing, which is your product

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feed, showing the products that people viewed on your site for the most

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majority of time, or left on, , viewing.

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So left on that, product when they left your site.

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That was a product that they viewed last or added a dime to the carton did not buy.

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So those are, we're gonna target those people.

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And also overlay an exclusion audience of bouncers.

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If we can identify the people that have left within 10 seconds, we're gonna

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exclude those people from our remarketing because this way we're not gonna spend.

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A good chunk of remarketing on audiences that got there and said, oh, this

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is what I was looking for and left.

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And if you look at your bounce rate, let's say your bounce rate 70%, that means

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that 70% of your remarketing audiences will now be removed, which is really

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good on saving your daily ad spend to only the people who are staying longer

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looking at products and making sure that they're at least adding it to the car

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and are not your existing customers.

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And then we'll also cover YouTube remarketing.

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YouTube remarketing is super effective.

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I like it better than dynamic remarketing cuz you could still use a feed.

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So you do have a dynamic remarketing element to it.

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But what's nice about it is you can actually use, , a platform

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that you pay one to two pennies.

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If they watch it longer than 10 seconds, then don't skip.

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So you cast a really wide net.

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Lot of fun things you can do.

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, you can do brand, story, you do mission statement, product highlights,

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testimonials, all the good stuff.

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So we'll be covering that in part two.

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Nice.

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So yeah, if you're watching, we'll see you in part two.

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This is part one, light comment, subscribe.

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You know how YouTube works.

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Tell your grandmother, tell your grandma she should be running some Google.

About the Podcast

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