Transcripts
1. Introduction Video: Hi guys, welcome to my course, Google ads campaign
optimization. Just to give you an
introduction of myself. I am an x Google employee with 15 years of experience
into PPC ads. I started my career
with Google in 2007, wherein I started working with
them on different types of pipelines related to North
America, APAC anemia market. And I manage their campaigns and accounts across the globe. After which, I worked with other companies like
Times of India, Wherein I was working with
their digital division, wherein I manage the Google
AdSense ad networks business. And now I currently work with the Digital
Marketing Company wherein we managed Google
Ads accounts for Australia, New Zealand agency accounts. Apart from this, I also started
teaching this product to a lot of young professionals and entrepreneurs
across the globe. Gives you a heads-up about what we're going to learn
in this product. So what we're going
to look at is different types of
campaign optimizations, which we can do inside
the Google Ads account. We're going to go in-depth into understanding how search
optimizations happen, what kind of changes
you can do in a search campaign to make the campaign's
performance better. Apart from that, we're going to look at display
campaigns and what are the different types of
changes you can bring in to improve the
campaign's performance. Like looking at their audiences, looking at different types of ads which we can
create out there. We'll also see
what modifications we can do two different types of bidding strategies
in the campaign to make it work
for the business. I will also take you through shopping campaign optimization, wherein we will see how to
make a shopping campaign better in order to reach
our business goals. A lot of e-commerce
companies would be running a lot
of shopping ads. And this would be really useful for them to know how they can improve their shopping campaigns performance across the board. Also, we are going
to deep dive into video campaigns optimizations
where we will see different types of
video ads which we run on YouTube and what
changes you can bring into that campaign to improve and excel in the
campaign's performance. Also have added to this course. Optimizations
around conversions. A lot of businesses
would be there, would be focusing
on conversions. They would want to
get conversions at a much better rates. So they would like to
optimize their campaigns in such a manner that
they are getting conversions at a
reasonable cost. So keeping all of that in mind, I have built another content which is in which
we're going to talk about where and how to optimize campaigns
based on convergence. And lastly, we will also look at keyword optimization
wherein will make improvements to
our keyword list, will try to add different
types of keywords so that we can make the campaigns
keywords much better, ineffective, more
relevant to the business, and you are able to run the
ads in a much better manner. These are all the
different types of optimizations which you
will see inside the course. I will be doing a
live demo of it, wherein we are going to
see different types of accounts and we'll see how we can go ahead
and improve them. I hope by the end
of this course, you are able to understand how optimizations happen inside
the Google Ads account. And you can apply
this practically also on your own business
and for your clients. Thank you so much guys for
enrolling into this class. Have a great day
learning this course.
2. Performance Max Optimization: Hi, guys. Welcome
to this session. In this session, we will discuss different optimization
strategies which you can apply on a
performance max campaign. So starting off with
the first one is going to be asset
group optimization, which is basically
looking at asset quality. So we're going to review various asset performance
reports and we'll identify which are the low performing best
performing assets. So once and then you can replace the low
performing assets, images, okay, videos, headlines, descriptions regularly so that your quality of assets are
improving across the board, and you ensure that
the asset relevance to your landing page and target audience also
remains better. So this you can see ideally
by going into the campaign. So let's say this
is the campaign where we go inside and we
can go to the asset groups, and this is where you will
be able to see your assets. You can see it in a
table format as well, and now you will be able
to see the data over here, which will tell you
how the asset group is specifically performing and now you can make those changes. The first piece is going to be about reducing replacing the
low performing asset images, videos, identifying low performing high
performing assets from here. Then other things
which you can do is when you're optimizing
the assets specifically, we can improve the headlines, descriptions, we can
add more images, change them as
frequently as possible, and test at least one
high quality video asset from them so that we understand what really works
for our business. This is all which
we are going to do with respect to asset
group optimization, which you can do, looking at the asset groups performance and then making those changes. The other aspect of it is
going to be audience signals. So we're going to look at the strong initial signals incorporating something
like custom segments, remarketing list
which you can add. You can also add
customer match audiences to accelerate the learning. You can use similar
similar segments as well, which you can get based on your converters and
high value orders. So for this, again, you can go into audiences
in asset groups. And you can go to signals
where you can add all of this. So here you can see
audience signal your data. This is where you can add your specifically
remarketing information data can be added. And from here, you can look at the other audience
signals which you have audiences like interest and detail demographics,
you can add over here. All of that can be
done and we can optimize from here further. The other aspect of it is
expanding the audience signal, so we can regularly
go and adjust our audience signals based on the kind of performance
we get from them. We can also look at the
audience insights reports, which gives us an
idea about which audiences are working for
us and which are not. So here, we're going
to add more of those audience signals
which are working for us and remove the ones which
are not so much working. So for example, here, as we can see, we can
add more audiences. In this particular manner. Then if need be, we can remove some audiences as well in this particular way, and then we can optimize. So we can also use data from our successful search
and shopping campaigns to refine audience targeting, we can use some of the top
performing keywords and we can add them inside specifically
the search themes. This is where you can add
your up to 25 search themes. These can be keywords, high performing keywords
which you can add over here and target and make your
audience targeting better. The other aspect
of optimization, which we can do is around
bidding and budget. Bidding we are
specifically looking at. If you're looking for
conversions or conversion value, then maximize conversion
value is ideally you should be using and
target RUS later on. Okay. For higher volumes
to get more better, you can adjust your ROS incrementally based
on conversion trends. So for this, you can come
into the campaign settings page where you will get the option to change the bidding strategy for
the performance max. Now, in case of performance max, you only have two options, either maximize conversions
or maximize conversion value. So maximize
conversions is mostly used when you are in a
lead generating business. So then you can use
this and you can set a target CPA as well as per your requirement
in this particular. But if you are in a revenue
generating business, then conversion value with target ROS will be a better fit, which you can use in
this particular way and you can keep
on optimizing it. Based on how the
campaign is performing, you can optimize this increase. Usually what is said is if
you keep a lower target ROS, it has more tendency to perform better because
then the algorithm has more room for aggressively bidding and then generating
that kind of revenue. And then with respect to budget, what we're saying
is if you're able to meet the ROS numbers, then it's a good indicator
to increase the budget, and adjusting daily
budgets during peak demand seasons
also makes sense. Whenever your peak
season is coming, you can scale up your
budget and try to spend the money so that you can generate enough sales
during the season time. With respect to
conversion tracking, you can also implement enhanced conversions to
improve conversion accuracy. You can optimize high
quality conversions. So here, and this is where it is very
critical that we have our conversion tracking
setup done properly because our bidding is going
to optimize that Okay. The bidding strategies purely
work on a conversion data. So what we prefer is that we have conversion tracking
setup properly done, plus it has enhanced
converging also implemented. Okay? If it is a value
based optimization means, if you are in a revenue
generating business where you're selling products, then we need to assign accurate monetary values to different conversion actions to accurately go ahead and track revenues and also
maximize our conversion val. So this you can do from the conversion tracking
setup in goals, if you go to conversions, here, you can create a new
conversion action specifically, and
then you can do that. You also have value rules. You can create a
conversion value rule, which lets you adjust
conversion values to record their relative value to their business based on
conditions such as location, devices and customer attributes. You can do that. This
is really useful for performance Max to generate
better revenue for yourself. Also with respect to
other optimizations, which we can do here is feed optimization specifically
for retail campaigns. If you are selling products, you have a Google
Merchant center account, you can link that
to Google Ads and performance and run
performance campaign where you would need to make improvements in
your product feeds. This involves making changes to product titles, descriptions, attributes and optimize it for relevant keywords which
we have to continuously also, we have to make sure that
we are excluding any of the low performing low margin
products from the feed because that is not going to contribute towards
your overall revenue. Also, we have to make
sure that there are no errors or warnings in our
merchant Center account, and we can whenever possible, we should be adding
more promotions, special offers or sale
pricing directly within the feed to boost to improve
our CTR and our conversions. If you look at messaging, we can also when
you're looking at the ad copy, the
headlines descriptions, we have to maintain a
consistency between the ad assets and landing page content so
that relevancy is proper. It improves the user experience, and conversion rates
also becomes better. We can also test with
different offers, discounts, AB
testing, basically, of ads, which you can do USPs to identify what resonates
more with your audience. So here, you can come to the assets
specifically speaking. We can go to the asset
groups and we can go to assets and we can edit the
assets, as you can see here. Now you can make
all the changes. You can change the headlines. You can attach images, all of that headlines,
descriptions, all that you can attach images, different images. All
of that you can do. If you have any new videos, you can add those
new videos as well. Adding more extensions
also improves the overall performance
because it opens up more options for
people to interact with, interact with your business
and come to your website. So yes, you can do improve the messaging on your ads
and make it more attractive, appealing for customers to click on and visit your website. Apart from this, landing
pages also we can improve, we can improve the speed
of the landing page, make it more mobile friendly. We can ensure that
the call to action phrases are proper here, simple navigation is used, relevant content matching ad
messaging is being given. The more personalized
is the landing page, the higher are the chances that the conversion
rates will be better, and we can have better results in terms of revenue or sales
from our campaigns. Other than this, you can
also look at the insights. Google Insight Stab. You can review that
on a regular basis and look at the recommendations
given by the Inside Stab. Sometimes it gives you
search term insights, audience insights and
auction insights, which gives you an idea about what trending searches
are happening, what kind of audiences
are getting targeted, which you should be
targeting as well. And actions as well about how other ads are performing
in comparison to your ads. That can also help you. This you can get in the Insight Sab. If you come to insights
and reports over here, you have insights and
auction insights. Insights, you will get
all the search terms, trends, data over here. With respect to performance
max also it is going to give you that information
and you can apply those. Other than this, you can also
analyze these search terms, analyze your search terms. So basically, the
search terms data will show you what kind of searches have happened which
triggered your ad. So now you can take those
keywords from search term, use them in your ads,
in your headlines, in your descriptions so that it makes it more
relevant for you. Plus, search terms can also give you some negative
keyword options, so you can take those
negative keywords from search terms and add them as account level negatives to apply to your
performance Max camera. So just to show you
that you can come in the audience's keywords section where and this is outside of it. So you can come on insights
and reports search terms. The search terms will show you all the search term searches
which are happening. From here, you can pick certain relevant ones which you can add in your search themes in your performance
Max campaign. You can add them in your
headlines descriptions as well. If you find anything irrelevant, those can be added as
account level negatives. To add account level negatives, you can go to ADM in Admin, you have negatives over here, and this is where you can add the account level negatives. As you can see,
this will apply to search shopping app
and performance max. This is how you can
optimize for search terms, reports, insights,
reports as well. Other than this, you also
have seasonality adjustment. So if you have a
particular business, which is very
seasonal in respect, so you can create a seasonal adjustment in terms of bidding, automatically, the
Google algorithm will optimize your bids for those
particular seasonal times. So this you can do
through the tool section. If you come to
budgets and bidding, you can come to adjustments, and this is where you can create a new seasonality adjustment. You can give the budget type. You can tell the time period, you can select the
performance MAX campaign and you can give a
budget adjustment. You want to increase your budget during your season
so that is possible. You want to incrose the
conversion rate. Same thing. You give the start date
date and then the campaign. Let's say you're doing
performance max, you want to tell a
specific campaign and you want to increase the conversion
rate during that period. You can set that up and say. This way, we can set up a seasonality
adjustment as well to optimize our performance
Max campaign for seasonal periods
for peak seasons. And then you also have testing
which we talked about. Testing continuously, we
need to do AV testing between different
assets, landing pages, audience signals, and then identify and document which
are the winning combinations, apply those learnings
to future campaigns. You can also see we can do regular reviews of our
performance Max campaign, which can be weekly
biweekly to review our asset good performance,
adjust the budgets, audience signals based on data, we have to do this so
that we can maintain our overall performance
Maxampg performance over a longer period of time. The other thing
which you can do is related to campaign
structure optimization. So here, you can segment
your groups by theme. So whenever you're
creating the asset groups, they can be segmented by theme. It's based on
categories, products, customer personas or location based asset
groups can be created. It allows deeper insights. You understand better which
products are working, what categories are successful, what categories are
not successful, what audiences are
working better for you. All those learning comes out of such kind of segmentation. So segment your asset groups
by themes separately, also if you figure
out that there are certain categories,
certain products, certain types of locations are working really well for you, maybe you can consider creating a separate performance
Max campaign for those ones, which
are really working. You can allocate
a separate budget for a successful asset group, successful segment,
and then run it as a separate performance
Max campaign and generate better
revenue from there. Negative keywords is something which we talked about as well. Negative keywords should be must for all our
types of campaigns, including performance
max where you can add account level negatives to avoid low value or irrelevant
searches happening. This will improve your CTR, your overall CTR
will become better. It will improve your
cost per conversion, your costs per conversion will come down because the spend will get limited and you will get better traffic coming
to your landing page, which will tend to convert more and generate
better sales for us. I hope this makes sense. I hope all these tips are something
which you can practically now apply on your performance Max campaign and
generate better results, better sales for yourself. Thank you so much guys
for listening to this, and I will see you
in the next week.
3. Bidding Strategies & Budget Optimization: Hi, Ayes. Welcome
to this session. In this session, we
want to discuss about different bidding strategies
and budget optimizations, which you can do to improve
your campaigns performance. So bidding strategies, there are different types of
bidding which we can do on Google Ax platform and which are majorly divided
into two parts, which is manual bidding, manual and versus
automated bidding. So if you look at manual
bidding basically is a type where how it works is you are able to set individual bits on keywords
or at groups manually, and it gives you full control of how you want
to run with that. You can increase or decrease the bits as per
your requirement. Now, when you should be using manual bidding
is when you are in the early stage of campaigns with limited conversion data. Let's say you're starting
new first campaign, and that is when you can use it. It's also when you have some highly specific keywords or you belong to a niche markets, that is when manual
bidding can be useful. You are testing out some kind of new campaigns to establish
baseline performance. So very initial stage of your Google Ads
campaigns running, that is when manual bidding
would be a really good idea. Now, some of the
things which you can keep in mind to optimize for manual bidding is using keyword tools like
Keyword Planner Tool, uh, to estimate the CPC. So we are certainly
going to look at the keyword plant two to
understand what kind of biding is happening in the market and then adjust our bids
based on performance. So we're going to
increase the bids of high performing
keywords and similarly lower the bids of low ROS terms or low performing keywords. Also, what you can do is you
can use bid adjustments, which is basically you can
increase the bids by devices. Devices which are
converting better for you increase their bidding
by a certain percentage. And similarly, you
can decrease the bids for devices which are
not so much performed. Also, this would require
you to check performance on a daily weekly basis
to avoid any type of overspending or
underperforming keywords which might be there. Now, the good part about it is because the whole bidding
system is in your control. Okay, there is a
lot of precision, flexibility which you get to tweak your bids
as per your wish. But the the drawback possibly of manual bidding
is that's time sensitive, doesn't scale well
for large accounts. If you have huge account
with thousands of keywords, bidding on them manually
can become a task, and it might consume
a lot of time. So on the other hand, if you look at
automated bidding, how it works is the Google
algorithm or the EI tool automatically bids on a real
time basis as per our goal. So it looks at
historical data and user signals to
identify what should be the optimal bid to run
with in a specific action. Now under automated bidding, there are various
types available, as we know, which
is maximized clips, maximize conversions, target CPA, target
ROWS, enhanced CPC, these are all automated
bidding strategies working for different
priorities specifically. Now, when you should
be using them is ideally when you have
enough conversion data, so at least 30 plus
conversions over a month, if you have, then CPA is good. 50 plus conversions, then
you can use target rows. Now, this is really useful
when you want to scale your campaigns across large accounts with
multiple campaigns. Then automatic bidding
really helps as well. And then also in scenarios
where you want to scale up campaigns in
a very tight schedule. So then also this particular bidding
strategy is really useful. Now, some of the optimizations
which you can do here with automated bidding
is like target CPA, based on historical data, I average CPA is $20, start average CPA is at $20, then start with $22 and
target ROS performance, uh for target ROS use
past performance. We look at at least
historical conversion data and based on which we decide how much we should be
starting off with. So the baseline for ROS is
around 300% we can start with. Usually these automated
bidding requires 14 days, up to 14 days to learn and based on which
it optimizes bits. Now, in these, you can
also use automated rules, which can automatically
pause keywords which are low
performing or having no conversions so that it
controls your campaigns pen, also optimizes the campaign
in the better man. You can also analyze the performance because of these bidding
strategies by devices, audience, time, and even the refine the targets
as per your require. The good part with
automated bidding is it saves a lot of time. You don't have to keep
monitor it continuously, and it leverages
AI for efficiency, and that is why the bidding
is much more accurate. The drawback is there
is less control. You are not controlling
the bids post anymore. The Google algorithm or
the AI is controlling it. You might spend overspend
if targets are unrealist. So now if you look
at when to choose which to choose
in which scenario between manual and automated. So usually what is
suggested is if you are a small if you're starting with a small budget
or new campaigns, starting new with Google Ads, then we should be
starting off with manual sequences to
test and gather data. Then possibly transition
to automated bidding, which will help us
scale up faster. You are mature campaigns, campaigns you have
been running for a pretty long time
on Google Ads, then you should be
on automated bidding like Target CPA, target ROS, because by then you certainly have enough conversion data
and that is only useful when you are applying
automated bidding on them because it will then target much more accurately to generate
more sales for us. You can also look at a hybrid
approach where you can pair manual CPC with enhanced CPC to balance control
and optimization. That also is an option which you can certainly experiment. Now, when we look at
ROS specifically, which is return on ad spend, here, you can do
multiple things which can help to get a
better return on it. So whenever you are
setting up a target ROS, you can set a goal based
on historical data. If suppose in the past, we have seen that your
ROS has been is 350%, then you can aim a
little higher initially, say around 400%, you
can start with that. Now, as you can understand, target ROS is a revenue based. It's you can say value
based bidding strategy. So it would require
you to set up your conversion value
tracking where you have added all the ecommerce
revenue also at the back end so
that it can track those revenues as well for
us and optimize for it. Target ROS works really well for specific campaigns
like search campaigns, performance max campaigns. You can also do adjustments
here where you can increase bids for ROS segments. Let's say there
are desktop users, specifically desktops,
if the ROS has been 500% versus mobile at 200%. So you can increase
bids based on devices. Similarly, you can
lower the bids for pause ROS kwards troops if the ROS has been less
than 100% after 30 days. So here, it is a smart
bidding strategy ROS, where the Google AI prioritizes high value
conversions over volume. So it's looking for
getting conversions, which are going to generate
higher revenue rather than looking at the town for the number of conversions
we are getting. Now, apart from this,
with respect to keyword and audience
optimizations, what we can do is
you can prioritize exact match keywords because they are more cost effective
over broad match keywords, adding negative keywords, you can add a lot of negative
keywords which is going to certainly improve the
overall campaigns performance by reducing the cost. It can improve your CTR. It will improve your
cost for conversion. Certainly a good
opportunity feature which you can certainly apply. Audience targeting, you can add remarketing in
market audience, customer match list to
bid higher on them, who are more likely to convert. In this particular scenario, we have also been using Scangs or single
keyword ad groups. You can create those
where you can have ad groups with only one
exact match keyword. That's going to be super
economical as well, and overall, it will impact the ROAs also and
generate better ROs. Other things which
you can do with ROS optimization is
looking at the ad copy. You can highlight high value propositions
like free shipping, 30 day returns to generate
better conversion rates. You can use DSA
dynamic search ads or responsive search
ads to match the user queries and improve
relevance and get better ROS. Landing pages as well. You can
optimize the landing page, make sure that the speed is
less than under 3 seconds, improve the mobile
responsiveness, add better CTAs like By now, Shop Now, on the landing page, test with different
landing page options, variations with the help
of Google optimize. Other than this, we have
to also make sure that tracking and analysis is
done in the right manner. Converted tracking so
Ecommerce tracking should be set up properly. We have assigned values to
our leads to our products. Everything should be
done in Google Ads so that they reflect correct
numbers later on. You can use reports to analyze, identify which are your
top performers and reallocate budget eventually
based on the analysis. Also, uh, you can look
at the RWAs threshold. You should be pausing campaigns
or ad groups which are below your acceptable RWAs
after sufficient data, which if you've seen monitored it for over
a period of time, you see the RWAs
has not gone up, then we should be
taking the exten. Other than that, scaling ROS can be where you can boost spend on campaigns with ROS
20 to 30% above target monitoring based
on if the ROS has been consistently decent
over a period of time. Other than this, you
can test other avenues, other campaign types like
display video campaigns for remarketing to capture high value users
at lowered cities. So now, what we wanted to
understand is how we are looking at budget allocations
across campaign types. So when we create different
types of campaigns, how should we allocating budget? Usually, if you look
at the funnel state, so there is a top of the funnel, middle of the funnel and
bottom of the funnel. Top of the funnel is
the awareness period. In which we should be allocating 20 to 30% of our total budget, and these are majorly going to be campaigns like
display campaigns, video campaigns,
discovery campaigns. The objective over here is to generate impressions
or awareness, which is reach impressions
at lowest CPCs. So you can say that
out of $1,000 budget, $200 budget is used
on YouTube Bates for brand vs. Then comes
middle of the funnel, which is consideration
phase where we are going to utilize 30 to 40% of
our pottery budget. Campaign types can be search campaigns, displayy
marketing campaigns. Here, the objective is changing to driving engagement and leads. So here, you can invest
maybe, let's say, $350 out of 100 on search campaigns specifically,
which were done. And then comes bottom
of the funnel. This is the actual people who are going to buy who
you have reached out to through your top of
the funnel campaigns and middle of the
funnel campaigns, and now you have
remarketed them. So these are the people who
already have shown interest. They have seen your ads before. So these are the
campaigns where we are running search campaigns,
shopping campaigns, performance Max
campaigns, primarily for generating revenue,
for generating saves. Now here, you can use around $450 of the budget
on shopping campaigns, performance max campaigns
to generate product saves. That is how the budget
allocation is actually done. You can also allocate budget
based on performance. Let's say, if you're
getting high ROS, there are high ROS campaigns, you can shift 60 to 70% of
the budget to proven winners. The campaigns which
are actually winning, you can add more budget to it and scale those
campaigns much more taking money from the
low performing campaigns which are not so great
performing right now. You are shifting the money from lower performing campaigns to
high performing campaigns. You can also keep a budget
for testing budget, which is basically ten to 20% of the budget you can
keep for testing out new campaigns or experiments
which you want to do and see if there is
something new which you can try out and
might be successful. In addition to this,
seasonal adjustments is also possible which you can do where you can increase
budgets for high demand peaks, peak seasons periods
like Black Friday. You can increase it by 20 to
30 50% on a seasonal basis. Also, apart from
this, if you look at the campaign types which we
are going to use over here, majorly are going to
be search campaigns are extremely strong
and effective. So 40% of the budget
can be given there, shopping campaigns
because ecomo businesses benefit a lot from shopping ads. They're able to sell a lot
of rodcsth shopping ads. So using that would
be a great idea. Apart from that, display
or video campaigns we can use for remarketing
awareness purposes, and then performance
Max campaign, which can also be
used for sales, eventually in the bottom
of the funnel stage. In this the optimizations, which you can do is you can
put a daily budget cap. Maybe you can run an
automated rule on budgets where you can keep
a cap on the daily budget, how much you want to spend
to avoid throttling. Shared budgets is also
another idea which is you use for low
priority campaigns to pool funds efficiently. Let's say you want to fund certain campaigns which
are not so priority, but you still want
to go on with them. Then use shared
budgets with them. Reallocate weekly, you can move budget from low ROS campaigns
to high ROS campaigns, which we talked about
once a seven day data. We look at the performance
and then shift the budget. That way, you're optimizing
the budgets and pushing money towards campaigns which
are more likely to convert. And then monitory delivery, which is you will look for lost impression share
budget in reports. If it increases, if it's high
then increase the budget, which basically means
that we are losing a lot of impressions
because of our low budget. It is limiting our
campaigns potential, so it is a good time to
increase our budget. Putting all of this together, let's take a practical example. Let's say I have a total
budget of $1,000 for a month. So what we and our
target is to get 400% ROS for an
Ecommerce fitness grad. So how we are going to allocate
budget is we're going to create a search brand
campaign with a $300 budget, which can be on manual CPC
to begin with, but later on, we move towards
target ROS once we have bought at least
50 conversions. Second, I'm going to create a shopping campaign
on a $400 budget, possibly with target ROS on it, and a four 50% target
focusing on top products. Also, we can run displayymrketing
with $150 budget, maximize conversions we can use here to target those people
who are visiting our website. And then a performance tax
campaign with $150 budget, when we testing broad reach
with 400% ROS t. This can be our campaign MIT which we can use on $1,000
budget specifically. Now, how we are going to optimize this is
in the Week one, starting off with Valu CPC
on search and we're going to monitor the shopping
campaigns ROS, whether we are reaching the
right amount for 50% or not. In week two, we will
target ROS on search. We'll move to target
ROS on search or shopping after we have
achieved 20 plus conversions. Now in the Week three,
we are going to allocate $50 from display if ROS is less than 200% to
shopping if ROS is more than 5%. We're going to again
optimize the budget based on how the displayampag and how the shopping campaign
are performed. So by mixing manual and automated
bidding and focusing on high ROS tactics like these and allocating
budget strategically, you will be able
to manage and run high performing Google Ads campaigns in the long run.
I hope this makes sense. I hope you understand now
different bidding strategies in a practical scenario and how you can do
budget allocations. Thank you so much guys for
listening to this session, and I will see you
in the next week.
4. Audience Targeting & Retargeting: Hi, guys. Welcome
to this session. In this session we're going
to talk about how you can do different types of
audience targeting and re targeting strategies
which you can apply to improve your overall Google
Ads account performance. So the first is
going to be wherein we are going to make use
of custom audiences. As you understand,
custom audiences is going to be a feature where you customize
your audience to whom you want to
target your ads. So here, you can take
help of various kind of data which can help you to
create the custom audience. So there you can
segment by behavior. You can create a custom
audience based on user actions like pages visited, time spent on site or
items added to the card. So that is really
going to be effective. Other things which you can do is you can also upload
customer data. Let's look at first the custom audience creation
which you can do here. So once you are on
the platform and you can go inside the campaign, and then we can go to the
audiences section specifically, where you will get the option to edit
or add the audience. So this will give you an option to create a custom audience. When you come to browse
and you scroll down, the last part is your
custom audience segments. This is where you can
create a custom segment, which allows you to create
in two different manner. One is based on what people's interest or
purchase intentions are or what people have searched for on Google
related to the product. So based on which here, you can create a custom audience which we
are talking about, and then you can target your specific audiences
based on this. The other option
which we're talking about is going to
be the CRM data. So you can upload
your customer's data if you have their name, email address at the back end, and now you can target
them specifically. That data can be used
again for targeting specific kind of customers who have been who have
visited your website, who have done business with you. So that can be a
really good audience to do re targeting for. So this you can do
through customer list, which you will find in the tool section in Shared
Library Audience Manager. Now here in Audience Manager, you can go ahead and create a customer list where you can
connect a new data source, you can upload a file manually
or you can skip this step. Let's say you want to
connect a data source, or let's say we want to upload a file manually, then
you can come here. This is where you can see,
you can upload emails, phones or mailing addresses or user IDs or mobile device IDs. Most of the time, we
are making use of the first option
where you can just browse and attach
the file over here based on a temp which
Google has given, you have to fill up
the details as per this template and then
upload it over here, which is usually a dot CSV file. This way, you can make use of the CRM data of your
users and retarget them. Third is you can
do a combination here with your custom audiences. You can also do in
market audiences and you can refine your targeting and increase your relevance. Other aspect of it is
look alike audiences, which you can also target now with the help of
demand gen campaign. So wherein you are going to target those people
who are similar to your audiences who come to your website
on a regular basis. So this is going to
be really impactful because now you're
trying to target more people who share similar interests related
to your business. So here, you can
create you can use your best performing
custom audiences as the seed for the loc
alike audience, right? So you can use the
custom audience as the seed for your localie
audience and then build that usually what
we would want is to start off with 1% similarity, and then versus 5%
of broader reach, which we want to do out here. For lookalike audiences, this is you can do in your
demand gen campaign. So we can create a campaign, which can be a
demand gen campaign in which you will get the
lookalike audience option. Here you can fill in the data And now we're coming to the
audiences section where you can add the audience. And here you can
see you can create a lookalike audience segment. Here you can give the seed list. You can give the seed list. So you can take it
from here as well, how they have interacted
with your business. You will get the option
to attach it over here, and this can be the seed for your localike audience
which you can use. The third thing which we can
do in audience targeting and re targeting is in
market audiences usage. In market audiences are
those people who are the bottom funnel users who are actively researching and they have higher purchase intentions. So here you can combine
in market audience with relevant search campaigns to boost intent based targeting. You can also all the in
market segments perform equally track which categories drive conversions and
allocate budget according. You can also pair in
market audiences with display campaigns for
top fennel awareness, then re target with search
ads as much as you can. So for in market audiences, you will get this option in
most of the campaign types. Like here, you have
in Market audiences. You can select your category
in this particular manner. Other than this, when you look at dynamic retargeting
strategies, dynamic remarketing is basically where you are personalizing the ads featuring products which users viewed or
interacted with on your site. So here, what we can
do is we can set up our L Merchant
Center account feed is detailed by giving
titles, images, pricing of the product,
brand name of the product, availability of the product, all that is updated frequently to reflect inventory
and promotions. You can also create
audiences uh, product viewers, card
abandoners, past purchasers. These can be used, and
you can have on the ad, you can have specific
messaging like discounts for card abandoners or up
sales for past buyers. You can also go ahead
and use frequency cap, which will help to
avoid ad fatigue, limiting how often
users see the ad. So you can do frequency
capping as well. For example, in a display
campaign, if you're running it, you can come to the
campaign settings where you will get the option
for frequency management. This is where you can
set a preference. Let's say I only want
five impressions per day. I can set that up
in this particular. Also, we can look at
Google automatically optimizing the ad layouts and CTAs based on user behavior. We can use the
dynamic creative as well whenever it is needed. In cases of lead chen campaigns, you can use also dynamic
re targeting for lead chen campaigns to engage with users who interacted
with our site, but did not fill up the form. You can use the Google Ads remarketing tags on
high Intent pages. You can set up the code on high Intent pages to
build relevant audience. You can retarget with dynamic ads offering
incentives for free trials, e books which you can give or consultations tailored
to the user's interest. So for lead CN, we are focusing on
seven to 14 days window when it is within which we are going to
re target our users, you can combine this with some smart bidding
strategies like target CPA or
Maximize conversions, which is going to accelerate the whole process
and try to target more relevant users who are more who have higher chances of converting for
you in the future. So overall, if you look at a couple of things which
you can do here with respect to audience targeting
remarketing is we can also prevent wasting of budget by excluding those audiences
who have already converted. So you can create a exclude
converted users list as well. You can test the audience overlaps through
Audience Insights tools, which gives you an idea
about that as well. You can leverage analytics like you can link Google
Analytics with Google Ads to track the audience behavior based on how your ads are performing, looking at bounce
rates or sessions, duration or gold completions. Se. You can also do AB testing, which you can run experiments with different at copies
or visuals as well. So for experiments, you
can come on the platform. You can find experiments here
under campaigns where you can create custom
experience experiments. You can create a
specific one as well. There are different
types available. So based on whichever
one you require, let's say, a custom experiment, you can create on search
where you can compare a specific ad copy or a landing page with a new
ad copy or a landing page. Run that experiment
for seven to 14 days, and then at the end
of the experiment, if the experiment is successful, you can apply that on the original campaign
and replace it. So these are all
the steps, guys, which we can ideally follow to improve our audience
targeting, remarketing, which we can do to overall improve our
Google Ads performance. Thank you so much, guys,
for listening to this, and I will see you
in the next week.
5. Competitor Analysis: Hi, guys. Welcome
to this session. In this session, we want to talk about competitor analysis, how we can do in Google Ads and using some spy
tools as well. So why competitor
analysis is needed? If you look at it, it helps
to understand what is working in your industry
and to stay competitive, it makes sense for us to look at what our
competitors are doing, who have been doing it for a pretty long time and
have been very successful. This helps us to also identify some gaps opportunities
which we can apply in our ads strategies and improve our
overall ads performance. You can also use it for
optimizing budget allocation. You can move your budget
to certain campaigns from these learnings which
are going to work out better for you and
get you better ROI. If you look at some
historical stats, businesses who have been using competitive analysis have seen up to a 20% hike in their CTOs. So there are certain
tools which we can absolutely use for
competitive analysis. So these are the three which
are most prominent ones. The first one is
going to be SEM Rush. SM Rush is a third party tool, comprehensive tool
list marketing tool, specifically looking
at a holistic picture of PPC and SEO, where you get to do
advertising research, keyword gap analysis,
at copy analysis. All these are possible.
The other one is PIFu. Sifu is specifically specialized in keyword
competitiveness. Looking at competitors
keywords, at spying, looking at their ads, and
gaining information from there. The key features
are PPC research and history, Google
Ads advising. And the third one,
which is a part of our Google Ads account is the Google Ads auction insights, which gives us an idea about how our ads are performing
with respect to our competitors in
the auction and the various metrics we see
here are impression share, outranking share, overlap rate. So let's talk about the
first one which is SCM Rush. SCM Rush is ideally one of the top PPC competitors
via advertising research. You can analyze keywords. They bid on what all bidding people are the
competitors are doing on. You can also view ad copy
examples and historical trends. So just to give you a look
of how SEMRush looks like, this is the tool guys
where we can come. As you can see, they
have multiple things on the top over here. You can go to Let's
a keyword gap. As we spoke about it does
a keyword gap analysis. You can give your
domain and you can give the competitors domain and
then compare over here. Same way, keyword
overview will give you insights about the keywords
related to your account, your business and
your competitors, and how it is working for them. What kind of data which
you can see over here. Is going to be a paid tool so which you can take an access of subscription of and then possibly you can go
ahead and use this. This is your SCM rush
which we can use as well to do some level
of competitive analysis. The other one which we can use
is as we spoke about FIFO, which gives you a
detailed insights into the competitors paid
keywords and ad spend. So here it looks at the historical ad data to spot
trends, which you can see, you can understand
what particular type of campaigns are working
for your competitors, what kind of keywords are being
very successful for them, which possibly you
have missed out on, so you can consider adding
them to your campaign. Also the Google Ads advisor
for Tailored campaign, you can get a lot of
recommendations here. So Spy fo is another tool which you can see here,
which you can take up. They have specifically
they are also a paid tool which
you can take up. A pricing would be around $39 on a monthly basis
for the basic plan, and then you can take
the other plans as well. So that's the spy f
which we can take. Then the third one
is going to be Google Ads auction Insights
as we spoke about it. This will automatically
give you auction insights, give you competitive
analysis of how your ads are performing with respect to your competitors
in the same option. Here we get to see
the impression share. What percentage of
the time your ad is showing versus it was
supposed to be shown. Then overlap rate, what percentage of the time your ad and the competitor ad, both are appearing on the
page, top of page rate, what percentage of the
time your ad is coming on top of the page and
then outranking share, what percentage of
the time your ad was able to outrank
the other competitors. These are the metrics you
will be able to see here, and that gives your
understanding of how you're performing with respect to your competitors
and based on that, you can make some changes. To access auction insights, you can go into your Google Ads account in the
insights and reports, and here you will
find all the data. So the data will show up
over here and from here, you can analyze and you
can take the steps. Now, the idea is, obviously, we have to so we can
use these tools in a proper manner wherein we can start off with looking for
identifying competitors. You can use the action insights first to find out who
is in your auction, who are your major competitors. Now, once you have those names, you can search for those
names on SCM or SPIF, then look at the top
performing keywords from these tools and then possibly try to add those to your campaign if you
have not done so. The other thing which
you can do is you can also review their ad copies, look at their visuals, their images which
they have used, and then try to emulate them
in your ad copies as well. You can also compare
the impression share what you have
bought versus them, and then based on which you can decide the metrics which you
like to improve over here. You can also look at the gaps
of keywords they missed, weak messaging which
they have done. In that case, you can
highlight them in your ads. So the idea is after
you do this analysis, the way we are going to take the actions is we're
going to look at, let's say, first ad boop. So what we can do is
we can borrow some of the language like emotional
triggers or any CTAs which our competitors
are using from the top keywords which we saw in the other tools into our ads. We can highlight the
USPs they have overload. There if we are giving free shipping and
they have not mentioned it, then we can mention
it much better on our ad in the headline or description to make
it very prominent. Visually as well,
we'll try to match and exceed the design
quality, the images, the fonts, colors, as well as our competitors ads and
make it better than theirs. Then we can test out
different types of dynamic elements as
well like static ads. We can try different
types of image ads, single ads or a carusal ad which we can use so that we can improve the overall quality of our visual ad versus
the competitors ads. Also you can look at
countering the promotions, if they are giving 10%
discount on products, see for yourself whether
you can cross that and maybe you can give a 15%
discount with free trial, which can entice
our customers more. So the best practice for proper ongoing success
or long term success, you can say is we
have to monitor competitors performance
on a monthly basis because these strategies can evolve over a period of time, competitors can try
different things. So it makes sense for us to do this competitive
analysis regularly. We have to also
test relentlessly, test out different types
of ad creatives, keywords, landing pages because that
is what is going to give us more understanding and learning what is going
to work and what is not. And then we need to combine the tools also as we
saw in the process, we start off with
option insights to get an idea about who are our competitors
and then searching for them on SpifO or let's say, on the other tool which we have a CM rush to get more
insights about them. The focus should remain
on the intent to target high converting users who have more chances of
purchasing from us. So the key takeaways
you can think about the whole
competitive analysis is that this helps reveals what works
and where we can win. The tools like SEM Rush, Spy foxg insights provides
actionable insights which can be used
in our own benefit. The better ad
creatives come from understanding competitors
strengths and gaps. So whatever they
are missing out, you start highlighting
them in your ad, and you counter
their promotions. All these things really helps to improve our
overall ad quality. And lastly, we have to stay proactive about adapting
and testing based on data, looking at our
competitors performance, their strengths and weaknesses, based on which we
build our ad program so that the overall performance improves in the longer run. I hope this makes sense. I hope you understand now
competitive analysis, and you understand
these three platforms, these tools as well, which
you can practically use to improve your overall ads performance
in the longer run. Thank you so much guys
for listening to this, and I will see you
in the next video.
6. Quality Score Optimization: Hi, guys. Welcome
to this session. In this session we're going
to talk about how we can optimize and improve our quality score of
our Google Account. So there are different things which we need to
understand first, the factors of part
quality score. There are three major factors of alti score which we can look at. The first is the expected CTR. Expected CTR is basically
a metric where it predicts the chances of
people to click on our ads. The likelihood of people
would click on our ads, and this is dependent on your past ads performance
based on which it is going to predict what is the
likelihood that people would go ahead and click on your
ads in the future. So expected CTR or
click through rate is something critical in QL Discoe which we need to keep track of. It matters to us most is
because if you get a high CTR, it indicates that the ad
resonates with users, people find it
relevant and because of which they're clicking on the ad and coming to a website, this obviously boost
our quality score and lowers down our CPC. So that is why having a
good CTR really helps. The second aspect of
it is ad relevance. How relevant is your ad with respect to the search which
has happened on Google? What was the search
query done by the user and what is the ad copy or the ad content
have you written? Do they match word
by word or not? That is what Google is trying
to check in ad relevance. Now, this is also a
critical factor to consider because irrelevant ads confuses users and leads to
lower engagement, bad user experience,
and because of which, it can drag down the
overall quality score. The third factor which
we look at in qualities four is going to be our
landing page experience, which is basically, how
is the experience of the users once they
land on our website. So in this, Google looks
at the factors like, how relevant is your ad with
respect to the landing page? What have you said
on the ad and are you delivering the
same information on the landing page
itself or not? That is what you can
understand would create a good user
experience if you do so. Other than this, we also
look at the page load speed, we look at ease of navigation, user friendliness,
mobile friendliness. All of these are
certain things which contributes towards our
landing page experience. Now, how it is going to matter to us is if you have
a poor landing page, in that case, it's going to
increase our bounce rates. It's going to obviously lower
down our quality score and which in return is going
to make our CPCs go high. So these are the main
factors which we need to continuously
keep a check on and make improvements
around them so that our overall quality score
remains at a high level. Now, two things which you can do to improve your
quality score, which is going to help in
lowering down your CPCs. First is, we can optimize
the click through rate. For this, the best part
which can be done is, let's say, writing
compiling ad copies. So here, I want to use at copies where we're using a lot of CTAs like Shop Now,
get a free pd, learn more today using specific
USPs like free shipping, 24 by seven support, 50% of using targeted keywords in the headlines and descriptions
to signal relevance. The most relevant keywords should be there in the headline. For example, best running
shoes can be there in an ad an ad like
best running shoes, lightweight and durable Shop
Now is something which is very highly to outperform, a generic one which
says buy shoes online. Other than this, what
you can also look at is adding ad
extensions or assets, which we call it extensions,
assets like cycling, fallout, structure snippets,
location extensions. They tend to provide
extra information to the user and because of which their chances of clicking
on our ads increases. And this overall
improves our clicks, our CTR as well, and that's how you
can hit impacts, it improves our quality score. So, uh an example can
be from a shoe store, cycling can be men
running shoes or women sneakers can increase
the relevance and CTR. Other than this, you can
also look at refining the keyword targeting
using exact match or phrase match keywords
helps to target specific search queries and avoids irrelevant
impressions. You can also look at the
search terms report to identify what kind of search
terms are relevant for you, irrelevant for you and add
some negatives from there. If you are selling, let's
say, premium running shoes, then adding negatives like cheap or used would make sense. Also we can look at testing
out different ad variations. So we should always be running a lot of AB testing around
different headlines, descriptions, CTAs, which
can drive higher CTR. Google RSA responses search ads can automate this by
testing combination. So what we do is the ad which we're
running, along with that, we can launch a new response searchad where we try different
heading headlines and descriptions and run both
of them together for a certain period of time to understand which one
is doing better. If the new one works better, then we move on with that and maybe we can
deprioritize the first. Also to improve
your quality score, we can also look at
increasing our ad relevance. So here, we can look at
tightening the keyword grouping, organizing keywords into small
tightly themed ad groups. So the more tightly
themed your ad group is, the more the chances
it ensures that our ad copy directly addresses
the searchers intent. For example, instead of having
one ad group for shoes, we can split that into
running shoes, tattoon shoes, dress shoes, and then have
keywords around each of them. Also we can look
at incorporating keywords in different ways, which can be through a
dynamic keyword insertion, where you can it in the
ads to automatically insert the users search term into the headline. We
can do that as well. Or we can ensure
that the keyword fits naturally overstuffing, looks spammy and
hurts readability. Uh, aligning the ads
with search intent. So we have to make sure that
the ads headlines align clearly almost word by word with the user's intent,
search or pull. Okay? So for
informational queries, how to choose running shoes, focus on guides and tips. So that should be the
part of the ad pet. For transactional queries
like buy running shoes, then we should be
emphasizing on offers, discounts, all of that,
products specific. Also in this in order
to boost ad relevance, we can also look at pausing some low preferences
relevant keywords. This has to be a continuous
optimizing strategy where we continuously monitor the keywords
performance and the low performing keywords,
we can pause them. We can check their ad relevance. And if the ad relevance is
poor for certain keywords, which you can find in the
quality score section of keywords tab, you can go ahead and either rewrite the whole ad
or pause the keyword. The third thing
which we can do here to improve our
quality sport can be enhancing the overall
landing page experience, so ensuring relevance. So we have to make sure that
the landing page content is exactly matches with
the ad and keyword. It should not be a case where if your ad promotes
affordable running shoes, we are not going
to send our users to a generic home page. It has to direct to a page which showcases affordable,
budget friendly options. Include the targeted keyword
in the pages headline. The main keyword which
is there in our ad in our headline in our description should also be there
in the page headlines, sub headlines, body
text. That's the idea. We can also look at improving
the page load speed, so we can look at the Google
page speed insights and check and identify if there
are any page load issues. If it is there, then
we can share it with our web developer
and get it better. The aim is to make sure
that the load time is not any more than 3 seconds. We can also look at
compressing the images, enabling, browser
caching, minify, the CSS or Javasc Also you can optimize
the mobile device, mobile websites as well, ensuring Landing page is
more responsive there. We can work with the
web developer to make it easy to navigate
on smartphones. We can test the buttons, forms, the text readability on smaller screens are
all good or not. So you can test it out
with our web developer. We can avoid any type
of pop ups that block content as they frustrate the users and reduces or
hurts our quality score. We need to make sure
that we are continuously simplifying the navigation
and the user experience, make sure the next
step is obvious, like a prominent Bynum button
or a short contact form. If it's a By button and
people are clicking on it, they should only be
taken to the next page where they are checking it
out and then purchasing. There should not be any
other page other than that. The intent is to reduce, clutter wherever it is and make it easier to navigate seamlessly
through your website. Also we can add some trust
signals including reviews, testimonials, security badges or guarantees like 30
day money guarantee. It builds credibility
of your business of your brand and keeps our
users engaged with us. Some additional tips which
you can keep in mind to lower your CPC via
quality Sport, we can check our quality
Sde on a regular basis, which is available in the
quality score column of the keyword stab and we focus
on the scores below seven. As they're costing you more. A keyword which is less than
seven as a quality score, that's an area of improvement. We can look at the
three parameters we talked about
earlier, ad relevance, expected CPR and
language experience, and see which aspect of it
is not performing that way. We can use the historical data to track how CTR has changed. A relevance, languages have impacted changed over
a period of time. While other things which you can do with bidding as well in quality score is a QL score isn't directly tied
up with bidding, though, a higher score lets you to win options at a
lower price, obviously. So we can obviously pay, if you have a decent
quality score, we can look at combining it with smart bidding
strategies like Target CPA or maximize conversions to get a better
efficiency in the longer. You can also focus on
high performing keywords. We can allocate more budget
to high performing keywords, high quality sport keywords. We can pause or refine
the underperformers, which can be sports
below seven or below five to avoid any type of
wastage of at strength. Lastly, competitive
benchmarking, which we can do, we can use the tools
like action Insights, which shows us how we
rank in comparison to our competitors and
see how our CTR, our Ad position compares
to our competitors. If they are outperforming us, then we can analyze
our ad copy again. We can try to improve
our landing page. We can try to get a
better expected CTR. So overall, if you look at it, once you are able to improve the quality score of your
Google Ads campaigns, it's going to
obviously say we're able to improve it
4-8 on a higher, Google will reward you
with a CTC discount. You will see overall your
actual CTCs will reduce, and it can reduce. What we have seen is
if the score is ten, then it can reduce as up to 50% compared
to a score of one. So better scores, improves the overall ad rank as well because now because as
you can understand, Google will always prioritize high quality ads to show
on top of the page. So this will overall impact
your overall ad rank, giving you more visibility
with increasing clicks, without increasing
any types of bits and generating better
traffic to your website. So my suggestion
would be that you can start doing this looking
at one ad group at a time, apply all these tactics, see how it works
for the campaign, and then you can deeper, you can dive into looking
at other specific areas. You can look at other ad groups, other campaigns and
apply this across the account. I hope
this makes sense. I hope you understand
these strategies around quality
score optimization. Thank you so much guys
for listening to this, and I will see you
in the next week.
7. Negative Keywords & Search Term Optimization: Hi, guys. Welcome
to this session. In this session, we want to see what are the different types of optimizations which we can do around negative keywords
and search terms. So with respect to
negative keywords, how we understand it is that these keywords
prevent our ads from showing for irrelevant or
low intent search queries, and as a result, helps to save our
budget and ad spend, improves our
possible conversion, improves our CTR as well. So some of the optimizations
which you can do with negative keywords is going to be before
launching a campaign, we can look at
certain tools like Google Keyword Planner
or SCM Rush to identify some irrelevant terms
which might be related to our business and add those as negative keywords
in our campaign. Like if you're selling
a premium software, then adding a free or
cheap can be negatives. So on Google ads, you can go to the tool section in planning keyword planner, and you can use this tool
for the same purpose. The other thing which
is there is SCM Rush, it's a third party tool, which is a paid
tool, you can use this as well for
the same reason. You can identify some
irrelevant search queries, keywords which can be
added as negatives. Also, you can look at
leveraging Broad Match caution, which is basically
when you're using any broad match keywords, making sure that we're adding negative keywords
along with it to filter out any type of
unrelated searches happening. Uh also you can make sure that the match types are
used properly strategically, which is a negative can be blocks all
kinds of variations. Phrase negative if you're doing, then it blocks the
exact phrases and exact negative is going to
block only the precise terms. Keep these in mind
when you are applying any type of match types to
your negative keywords. Also, what you can
do is you can create a negative keyword
list and then you can apply it across
multiple campaigns. That way it reduces your time investment in adding negative keywords
again and again, which can be common negatives
across all the campaigns. You can also look at monitoring the competitor names
if you feel that you don't want to trigger ads for your competitors
search queries, then those also you
can add as negatives. In addition to this,
seasonal adjustments which you can do if you can add some temporary negatives for irrelevant events
or trends like if suppose there is Black Friday and your products have
nothing to do with it, then those can also be
added as negatives. With respect to search
terms optimizations, which you can do. Before we get into
that, let's look at how we are going
to add these. So on the tool itself, the easiest way to
add negatives is going to be where you can
go to the keyword section. As you can see, this is
our keyword section, right beside the keywords, we have the negative
keywords option as well, and this is where you can
add all your negatives. This is one way of doing it. The other things
which you can do over here is going to be, let's look at some
negative keyword list. This is where you
can go ahead and create a negative keyword list which we are talking about, and this can be applied
across multiple campaigns. If you want to add negative
keywords at an account level, then you can go to
Admin account settings, and this is where you can do a account negative
keywords addition. So here you get
negative keywords, which you can go ahead
and add from here. These are all the
options which you get. Now, apart from this, you have search
terms optimization. So in search terms as well, you can look at the
search terms report to optimize it for getting
some negative keywords. This gives you an
idea about what kind of searches are actually
triggering your ads. So here, you can review
this on a regular basis to check and look for terms which not at all
relevant first of all, can be of high impressions, but low CTR or zero conversions. Those can be added as negatives. You can also find some
relevant keywords which can be added as normal keywords
as phrase match, exact match keywords to generate more traffic
to your website. You can also look at refining
the broad Match usage. If broad Match
keywords are used, then you can add some negatives to tighten up the strategy and making sure
you're not spending your ads money unnecessarily. You can also look
for intent gaps, so you can analyze and see what kind of keyword
has been added, analyze whether search terms indicate different user
intent and based on which identify whether it is needed to be added as a
negative keyword or not. There is also this report
you can sort the report. Another way of optimizing it can be that the
search terms report, you can optimize it by cost, looking at which are
those search queries, which has costed you
the highest amount of money but generated
zero conversions. Then you can consider
maybe they can be added as negatives if
they are totally irrelevant. Also, uh, if a term performs well in one campaign
but not another one, you can investigate
the ad relevance and based on which decide whether you want to put it as a negative keyword in the
other campaign or no. The practical workflow
of this would be something like this
where initially you add all the obvious
negative keywords before launching the campaign based on your product or service
which you're selling. You can get some negative
keyword ideas from the keyword Tanner tool itself. Let's have
a look at this. So here itself, when you start looking at the
keywords information, you will be able to see some
irrelevant keywords as well. From here, you can
get some ideas and you can consider those as
your negative keywords. The other thing
would be that for the next seven to 14 days, you can pull up the
search terms report, look at the search queries
which are triggering your ads. We just now looking
at it and you can filter them by
cost by relevance, by looking at their impressions. You can look at the conversions
they have brought in. All of that you can
analyze and from there you can get some
negative keyword ideas. Let's see this as well. This you can find in the insights and
reports search terms. This is where you can
see the search terms and whichever ones you
want to add as a negative, you can select that and you
can add them as negative. Then the last thing which
we can do here is we can do our recurring schedule to review and update our negatives, by monitoring our Surtms report, by monitoring our keywords. You can also use some automated
rules or scripts to flag high cost low conversion
terms for review to check whether this can
be considered as a negative keyword
in the future or no. So lastly, some tips which
you can keep in mind is with account level negatives
for multiple campaigns. If you have any, you can apply broad negatives which
is not going to be, which is irrelevant across the board for the whole account. So that way it reduces
your reputative work. Competitive analysis,
search for your keywords manually to see what
triggers competitive ads. And from there, you can get some ideas of irrelevant
keywords as well. You can also use some Google
Ad scripts to automatically add certain search terms which
are absolutely negative, irrelevant, low performing, and those can be added
as negative keywords. That's also possible. Then
you can test some removal. Occasionally, you can remove a negative keyword to see if it is blocking potential
valuable traffic. If it is so then you can
reverse that particular step. So the idea is by mastering
all of these techniques and using negative keywords in a much better manner with proper search term optimization, you can reduce your
overall ad spend. Plus, it can improve
your quality score, which will in return reduce your CPCs as well. I
hope this makes sense. You understand these tips
and you can practically apply them in your account for yourself and for your clients. Thank you so much guys
for listening to this, and I will see you
in the next video.
8. Landing Page Optimization: Hi, guys. Welcome
to this session. In this session, we're
going to look at how we can optimize our landing
pages to provide a good user experience
to our users and also to improve our
overall quality score, which lowers down our CPCs. There are multiple
things which we can do to create a high
converting pages. The first is going to
be where we're going to try to match the intent
with the AD Poppy. Whatever it says on the Ad Popy has to be the same language on
our landing page. We have to make sure that the information is not
mixed up in any way, and the user gets to see the same information on the
landing page as so that way, it improves our add relevance. If the add relevance improves, that will impact
our quality score, which will in overall is
going to lower down our CPCs. The other thing
which we can do here is clear and
compelling headlines. So we have to make sure that
the headlines are clear. Most relevant top keywords
should be a part of our headline get 30% of
top running shoes today. It's very specific
and action oriented. So we're going to add those to our pages as much as we can. So for example, once we are in the campaign in the
search campaigns, you can go to your responsive search ads where you can make
all these changes. The intent of this activity is going to be want
to make sure that the overall quality
score is improving for our ads so that it
can improve our CPCs. This is where you can go ahead and change the
headlines, modify it, look at your landing
page, what it says, and based on which make the
headlines appropriately. The other thing
that you can do out here is going to be the case with a strong CTA, which we can use out here. With respect to this, we can use the CTA as well as
much as we want, and the CTA which
we are going to use is going to be very
precise, shop now, claim your discount, all those things which
should be a part of it, which you can add to your
headline and descriptions. Also, we have to make sure that the landing page does not
have too much information. We need to declutter
as much as we can, focus on the main information
which we want to provide. Okay, make it seamless, easy to navigate through
multiple pages if you have any. Very simple process of purchasing process which should be incorporated on the website. Also, we can add a lot of trust by adding
customer reviews, testimonials, uh,
security badges like SSL. All these helps a lot to overall improve the
landing page experience. We can also look at optimizing the forms which we're
collecting leads, then we can keep the forms as short and crips to the point. Only the essential
information we are asking for and not too
much of other information. Visually also making sure that the images
are high quality, videos are of high quality. It gives proper information, correct information
to our users. The other things
which you can do here is you can also look at AB testing of your
landing pages as in when needed so that
you can see if there are other types of landing pages which can work
really well for us. Like headlines, you can test different
headlines, wordings, like save wig today or
unlock exclusive savings. Other than that, we
can just say Save Big today and see whether that
gives you better conversions. CTAs as well by now versus
Get Started or red colors, different products, if you have any mix match and AB
test in certain manners, which can really
help in such a case. Also, images which you can continuously
change on the website, landing pages, videos which you can change on the website, which will give it and then compare its performance
so that understand which type of videos
or what type of images really work well
with your customers. We would like to keep the tests, short form fields or
against the longer ones to see what balances lead
quality and quantity. The copy length,
the ad copy length, we want to keep it
detailed in explanations. We want to remove
that and go with concise messaging so that it becomes easier for
people to understand and quickly move on to the
next step over there. There are multiple
tools which you can use for AB
testing specifically. One of them is going to be Google Optimize,
which you can use. Google Optimize will help you in AB testing of your landing
pages, you can do that. So you can access Google
Optimize over here. And then you also
have Optimized. This is a third party tool, which you can also take up and it has specific
pricing plans as well. So if you want, you
can use this as well for AB testing of
your landing pages. Some other options which
you can consider is unbound Unbounds as well is another tool which we can use
here for multiple reasons. One of them can be for AB
testing or landing pages. If you look at it, the idea is going to be that
with AB testing, what we want to do is we
want to analyze results. We want to check if the new changes are working
well for us or not. Then it overall in the longer run improves
our conversion rates, reduces our cost per
conversion, bounce rates. So for all those reasons, AV testing is a great activity. Speed optimization
also which you can do. So there are ideally
what Google says is that we aim to have two to
three second load time. So you can check this
with Googles Pad speed. So you can come to Google
Pay speed over here, give your website,
and then it will run its analysis and give
you that information. You can share this
information with your web developing
team and they can then make the changes
to increase the load, reduce the load time
of your website. Other than this, you
can also look at and you can share these points
with the web developer, which is compressing the images, you can use tools like
tiny PNG or image opt in, which is going to
reduce the file sizes without losing any quality. You can use modern
formats like web, you can minimize code. You can reduce CSS, JavaScript, STMLblot, use minification
tools like Ugly Figs. All these can be used for minimizing the code because this is going to help in
reducing the load time. Also, you can leverage
browser caching, which is setting expiration
dates for static resources. So returning visitors
loads pages faster. You can also look at using a discriminate content
delivery network, a CDN Cloudfare speeds
up the delivery, also, so that also you can do, which can overall improve the
load time and then testing out speed on Google Pay
speed or GT Metrics. GT Metrics is similar
like paypeed insights, where you can come
and you can give your website over here
and you can test. It is going to scan your website and then give
you some inputs about it, which you can then
share with your web de With respect to
mobile friendliness, when we look at
mobile friendliness, so there are a couple of
things which we look at, we want to make
sure that the pages adapt seamlessly to
all the devices, all screen sizes, using CSS, media queries or frameworks like bootstrap would
be a good idea. You can also look at using touch friendly elements
like making buttons and CTs large enough so that
it is visible easily with padding to
avoid miss clicks, which you can do
simplifying for mobile. Strip down content to essential. Only the important information should be there on the page, focusing on the headlines, CTAs, key visuals, you
can avoid any kind of pop ups that might
frustrate mobile users. You can also pass
the mobile load, prioritize above
the fold content. Loading with techniques like lazy loading for images
below the phone. You are testing the
mobile experience, so you can use Google's
mobile friendly test tool or view your page
or real device, which you can use as well. AMP options are also
there where you can use for ultra
fast mobile pages. You can consider AMP, which can help in improving the overall mobile additionally, in order to get a better
landing page experience, a couple of things which
you can keep in mind. One is obviously
tracking conversion. So you can set up the Google conversion
tracking and link it to Google Analytics to measure the landing page performance,
how it is coming. Analytics can give
you that data. And from there, you can
further understand what all things needs to be
improved. Multisport focus. So Google will reward relevant fast user friendly
landing pages because that is going to help
in overall getting the qual dispore high up
and lowering down our CPCs. You can also use, like we spoke about in
previous videos that we can use dynamic
keyword insertion or URL parameters to personalize landing pages based on
users search intent. And lastly, post
click experience, so monitoring time
on page bounce rate. This is all you can get
from Google Analytics, which can gauge the
user's satisfaction. Higher is the bounce rate. Signals are disconnect
between the user and between the ad
and the landing page. So these are few
things which you can also keep in mind which can really help in overall improving the landing
page experience. Thank you so much, guys,
for listening into this, and I will see you
in the next week.
9. Google Ads Policies: Hi, guys. Welcome
to this session. So in this session,
we want to talk about the Google Ads policy
compliance and some common mistakes which usually happens by advertisers. So why policies are
important as a company? So if you look at it, the
major reasons are that it ensures that ads run smoothly
without any interruptions. There are no issues. There's no roadblock
in running them. And secondly, it protects
the accounts health. Suspensions can be really
detrimental for any account, and it can halt all the
campaigns and it can damage ROI. So for all those reasons, if you have your
policies in place, these things won't happen. Another thing is from the
customer's perspective, it builds trust with the
users and aligns with the legal ethical standards
which we want to maintain. It also gives a better user
experience to our users because they tend
to see these ads, and it makes sense
for us to have very genuine ethical ads
being shown to our users. So if you look at it from
a business perspective, a simple suspension can lead to a huge revenue loss for a business who is using Google Ads for a
pretty long time. Now, the major categories of policies which Google gives you are there are four
major categories. The first is prohibited content. In prohibited content, they are looking at
illegal products like drugs or dangerous products like weapons,
offensive material. These are not allowed
to be advertised. Second is prohibited practices
practices as in actions, for example, misleading
claims, cloaking, hacking or spamming, which can create a bad
user experience. As you can see, each
of these will give a bad user experience to people who interact
with such ads. Third is restricted content where there are certain
categories like alcohol, gaming, healthcare related,
which requires pre approval. You can't straightaway
advertise them. It requires some level of pre approval or limits
are set on them. Then the fourth one is
editorial or technical, which is basically where Google
is checking your grammar, punctuation, broken links,
mobile compatibility. All these things are checked under editorial and technical. So the most common mistakes
which you will usually see which leads to any disapprovals,
are misleading claims. For example, lose 20 pounds in two days or
unverified guarantees. This can certainly lead
to add disapprovals. Second is prohibited
or restricted content. So promoting, let's
say, CBD without any certification or alcohol
in restricted regions, this can lead to
immediate rejections. Also landing page issues, you can understand landing
page issues like broken links, 404 error, no
privacy policy page, mobile unfriendliness pages. These are all going to hit the user experience
and because of which, Google is going to disapprove such ads under
destination not work. Also we have policies around
trademark violations, where you're using a particular trademark word like let's say you're using Nike in your
ad text without permission. In such cases, ads
can get caused. Editorial errors where you using excessive
capitals are used. Capitals are not allowed, which is false under
capitalization policy, and in which Google
says that you can't use capitals to attract attention of users or typos
or unclear CTAs are used, then for all of these, you can get a ad disapproval. So some of the real
world scenarios where you can see these
disapprovals coming was, like, for example, one is miracle cure Health ad
where they hand go. The issue was around
unsubstantiated claim which they made about
curing a specific disease. This led to their ad
getting disapproved, account was flanked
for a review. Another one was
broken landing page where the landing page
showed a 404 error. And now the campaign was
paused until it was fixed. Another one is trademark
issue using Apple in your ad text to promote
unrelated tech products. In such cases as well, ads tend to get rejected
or disapproved. We need to understand account
suspensions very clearly. So usually suspensions gets triggered when there are
multiple violations, multiple repetitive
policy violations. If multiple disapprovals are happening, then it can happen, or it can happen due
to severe breaches, like if you are
doing, let's say, fishing related businesses or counterfeit products which
you are trying to sell, then again, this can lead
to account suspensions. Also billing issues, payments
are not made on time, multiple delinquent
accounts are there, unpaid invoices are there or suspicious payment
methods are used. Then suspensions can occur. The consequences of
these can be that the campaigns go dry,
they stop running. There can be a lengthy
appeal process to go through this and get it resolved during that period,
ads are not running. Then the third
severe thing which can happen is your ad account can get potentially permanently banned for gregorous violations. So the ways you can strategies
you can develop to prevent such disapprovals
is first is review the Google Ads policy
center for your industry. Whichever industry
you come from, review your policies, what
Google says regarding that. So let me just show you this is the Google
Ads policy resource, and these are the four sections
which we talked about. So this you can certainly read. You can read about all of them, to understand and look at
your section very clearly, to understand clearly
what Google has to say related to your products and
services in the industry. Second, you can use the
Google Ads preview tool to spot any issues
before submission. Third is whenever you're
writing the ad content, avoid any exaggerated claiming. Stick to verifiable
facts, give examples, for example, up to
20% off is much better to say than
saying best deals ever. Match your you also need
to match the ad text to the landing page
content precisely because that hits
your ad relevance, landing page experience as well. And landing page compliance, ensuring that your page load
is less than 3 seconds, mobile optimization is proper, and there is a clear privacy
policy page on your website. You need to test all the links which you have given on the
website works properly. So all these things contribute towards your landing
page experience, and because of which
your chances of getting disapprovals are less. Also trademark awareness. Avoid using any
competitors brand names unless you're
authorized by them. Use generic terms
as much as you can. You can also file for trademark
exemptions if applicable. If you go through,
then you can certainly use those trademark
competitive brand names. Also with respect to editorial, making sure that you're
using proper grammar, avoid any type of caps, capitals which are using
wherever possible. Only brands which are copyrighted by that
you can use them. Otherwise, you cannot limit your exclamations are
also not allowed. Only one is allowed
in the description. You can't have exclamation
points on the headlines. You should be using also, including clear actionable CTA, shop now, buy now, get a code, begin checkout. So the CTS needs to be very clear what you want your
user to take an action. So the final takeaways
with this is that compliance keeps our campaigns
running and accounts safe. So it is a needed process
in place created by Google, and we need to abide by it. Second, we need to
understand our policies really well to avoid any
common pitfalls like these, like misleading claims or technical errors
which you're doing. That should not be happening. Proactively, we need to check and do some quick fixes to prevent any kind of
disapprovals in the future, suspensions in the future. Also, we need to use
these tools like Ad Preview Tool and
best practices to stay ahead so that we are
abiding by all the rules and we are able to create
really high quality ads, which gives a great user
experience to our customers. I hope this makes sense. I hope you understand these policies, Google Ads policies which
we need to take care of. Thank you so much guys
for listening to this, and I will see you
in the next week.
10. Setting up Hige Performing Account: Hi, guys. Welcome
to this session. In this session, we wanted to understand how we can go about looking at setting up a high performing
Google Ads account, what type of campaigns, what are the best
practices you should be following to bring up a high performance
campaign out of Google Ads. So let's have a look at
this. The first part is we're going to look
at the different types of campaigns which
we can create on this platform and
their use cases. So starting off
with the first one, which is going to be
search campaigns. As you can understand,
search campaigns are specifically used for driving
traffic to our website. For generating
conversions, which can be purchases or sign ups and targeting specifically
people based on the searches they do on the search engine related to our
product and services. Now, the goal of it is ideally to capture
high Intent users. We make use of
keyword match types over here like BroadmtchPrase, exact match to find relevant
audiences over here. Along with that, we create ad copies which are normally
responsive search ads, which are optimized for specific landing pages
which are for conversions. Now, that is how a search
campaign would be. You can also make use of search partner websites where
as well, these ads can run. A practical example of
a search campaign can be a plumber who is providing emergency plumbing services and is looking for relevant links. In such a case, we can run
a search campaign for them. Another type of
campaign which you will get here is display campaigns. Now, display campaigns are
primarily used for branding awareness creation where
we create image ads, and we show it across the
display network specifically and also for re targeting users who have interacted
with our site, who have visited our website. Now, these are going to be
image ads or banner ads, which can be of various sizes, which you can create out
here in a display campaign. And here we use audience
targeting affinity in market, live events, custom
intent audiences, remarketing audiences, are the different types of
audience targeting content targeting you can
do to reach out to your relevant audience who
you want to show these ads. A practical example
of this would be an ecommerce store promoting
a particular product, a sale of eye catching product with specifically high
resolution images. That can be another type of
campaign which we have here, which is display campaign. The third one is going to be
around shopping campaigns. Now, shopping campaigns,
as you can understand, is more inclined
towards ecommerce, where you're selling
physical products and most of the D 2c2c brands, huge ecommerce
businesses like Amazon, they use a lot of shopping campaigns to sell
their products. It requires you also to have
a Google merchant sent. Account and in which we
optimize the product titles, descriptions, images, so that we are able to set
it up in the right manner. We also make use of performance
Max campaign can also be used over here where you can integrate it with
Google Merchant Center, and then you can
automate the bidding. You can use, um, smart bidding strategies like maximize conversions or
conversion value for that. A realistic example
for this can be a retailer like Amazon or
Snapdeal or Flip card, showcasing men's running shoes
with pricing and reviews. One more type of campaign
which you will get on the Google Ads platform is
going to be video campaigns. Now these are again,
YouTube videos, ads which we can run on
YouTube specifically used for increasing brand
awareness, engagement. Usually, they're
going to skippable instream ads or
non skippable ads. Is something which you
can use over here. You can target specific
audiences, demographics, placements which you
can specific videos, which you can target and
show your ads over here. Uh, it is great
for storytelling, for product demos, great. Again, YouTube is going to be really useful when you
want to do a lot of branding because YouTube is the second largest search
engine in the world. So you can literally leverage it for branding
awareness purposes. An example for this
can be a tech company, which is trying to
launch a new gadget, possibly with a six 15
seconds teaser video similarly on Google Ads, the new type of
campaigns which you will find now is performance
Max campaign. This is a type of
campaign which helps to maximize your conversions or sales across all
Google channels. So what it means is with
the help of this campaign, you can run ads across search,
display, YouTube, Gmail, okay, um, all these parts of
apps you can say shopping, also all the places you will be able to run your
performance match campaign. Ideally for people or businesses which are looking for broad
goals or limited time. It provides you with
you can add images, you can add text, videos in your assets over here and the Google algorithm mixes and matches them to bring out different types of assets
or creatives for it. Here also, you can do
your audience targeting, which is available out here and it tries to target the
relevant audience. You can target your with the
help of audience signals. So a relevant usage
for this can be for a small business promoting services across
multiple channels. Or maybe a new business, a business which is new to Google Ads and they are just
starting off right now. They can also make
use of performance Max and run their ads
across the Google Net. Similarly, we have
discovery campaigns or you can say demand
gen campaigns now, which you can also use primarily for targeting ads
across Google Discover, YouTube, Gmail, YouTube
shots and Gmail. These are going to be
high quality visuals and compelling offers to engage
users early in their journey. They work really well for lifestyle or impulse
driven products. An example for this can
be a travel agency, which is promoting
vacation packages with stunning images. And then the last
one is the type of campaign you will
get on Google Ads platform is app campaigns. App campaigns are
primarily focusing on driving app installs
or in app actions. So if you have a Android or an IOWS app and you want
people to download your app, that is when we make use
of this campaign type. I can target IOS and Android users and with the help of it has audience
targeting as well, you can also provide
the app details. You can provide your assets, which is your images,
your ads, copies, and Google will create
different types of ads, which will run across
multiple Google channels. A relevant example
for this can be a gaming company which is pushing a new mobile
game into the market. So these are going to be all the different types of campaigns which you
can make use of. So now what we want
to understand is the best practices around
structuring campaigns, ad groups and keywords. So when we start looking
at campaign structuring, couple of things which we need
to be very clear about is the goal of the campaign. Okay. So what is the primary
goal of the campaign? So what is suggested is
that we should be creating separate campaigns with
distinctive objectives. Okay? So let's say we
have a brand awareness or a conversion based objective, then they should be separate
campaigns altogether, or products and
services categories, then we will have separate
campaigns for that. So that is how better
is the structuring, because if we mix all
of these together, then the objective is kind of blurred and
because of which the targetings are not
proper and performance does not come out as
per expectations. Geotargeting as
well is also great. We can split campaigns by location if your audience
varies by region. So if you see there is a potential in targeting
specific geographies, which tends to reciprocate and respond better for your ads, for your products, then yes, you should be launching campaigns for a
specific location. Budget control as
well, assigning budgets based on priorities. So what we try to do is when we start off with the
campaigns initially, we allocate equal budgets across campaigns and then we run it
for some time for two weeks, we analyze their performance
and based on which then we decide which whichever campaign is doing better, we optimize. We increase the budgets of the campaigns which
are performing well by taking the budgets from the low
performing campaigns. So, an example of this can be a retailer might have one campaign for
search brand terms, another one for remarketing. And let's say he is seeing a lot of attraction from
brand terms campaign, so he can transfer
shift some budget from his remarketing campaign into the search brand terms campaign. So this is one type
of structuring or best practice you can apply
in campaign structure. The other thing is
ad group structure. Now ad groups, we have to make sure our thematic
relevance is there. All the ad groups need to
be of specific themes. Like for example, let's say I'm in a business
of selling clothing and I'm selling clothing
related to men clothing, women clothing, kids clothing, casual clothing,
formal clothing. In that case, those are
going to be my themes. These are the specific themes. I will have a ad group
for each of them, and then I will have their relevant ads and
keywords under them. So uh, we want to avoid broad ad groups,
ideally speaking. The more specific it
is, the better it is. Like for example, using men's winter jackets
can be an ad group. Women's running shoes can
be a specific ad group. So that is how adroup
structuring has to be. The more granular you can go, the better is the
structure of the at rooks and the performance
will be better. Also the Ad Popy alignment, we need to make sure
that the ad copies, the ads, the RSA, or dynamic search ads, whichever type of ads
we are creating are aligned matches
with the keywords and the theme of the AD group. So if it is about
men's winter jackets, ad group, then the ad is also only about men's winter jackets. By high quality men's
winter jackets, 50% off on winter jackets
on men's winter jackets, great quality of men's
winter jackets available. So we need to maintain
that theme of the Atrook throughout in the ad so that
we get a better qualities. Example, as you can see, one ad group can be
of running shoes, the keywords are buy running
shoes, best running shoes. Another ad group
is hiking boots. The keywords are hiking boots nearly curable hiking boots. Only talking about hiking boots. We're not even talking
about just boots. In the same manner, you can also look at keyword strategy. In keyword strategy, we try
to look at the match types. Different types of
match types are their broad phrase
exact match types. Now, they can be used
for various reasons. Broad is, as you can
see by the name itself, caters to a broader audience, all kinds of audience. Now they can be relevant. They might not be
relevant as well. Broad is something
we very cautiously use because it can tend to
spend a lot of our budget. However, might not get us the
relevant returns out of it. In such a case,
we use broad only when our businesses are
very niche, possibly, or let's say it's
very complicated in the sense that the
search volumes are really low for our business, it's a B to B business. Then in those scenarios, broad, we would like to prefer using if search volumes
are really down. But in case of exact
match, as you understand, phrase match we use when it
is more relevant to audience, which we are trying to target
like by running shoes. Okay? And then comes
exact match as well, which is far more targeted
to a specific audience, high intent to
search is related, and that is where we would
like to use exact Match. So most of the time, what
is recommended is to use only phase match and
exact match types in the search cabinets. Other than this, a
great suggestion is also negative keywords. I really helps to
block any type of irrelevant terms which
can trigger our ads. Okay, it filters out irrelevant traffic, low quality traffic. I improves our CTR, it improves our cost
for conversion. So there are numerous advantages of using negative keywords. Long tail keywords as well, you can target specific less competitive phrases
which might be relevant for you to be more cost effective and relevant
for your business. You can certainly use
long tail keywords. Example can be for
a fitness store using buy Nike running shoes, exact match and
running shoes for men, in phrase match or negative
slide used or repaired. That would be ideal way
of using the keywords. Now, in addition
to this, couple of best practices you
can keep for having a successful campaign types
is going to be ad extensions. They certainly are a great usage because it's going to increase the traffic
to your website, because they're all most of
them are clickable in nature, and this will increase
the number of clicks. It will improve your CTR. It's going to possibly and eventually possibly try
to generate better, more sales for your business. Bidding strategies as well,
ideal bidding strategies. So what we want to look at here is bidding strategies
which aligns with our goals. If my goal is generating
leads or sales, the maximize convergence
is the ideal one. If I'm looking for
traffic or awareness, then maximize clicks
can be used over here. If I'm looking for conversions
at a cost effective rate, then target CPA, cost per acquisition bidding is the ideal bidding strategy
which you can use. If you're looking
for, let's say, revenue based businesses
you're running. You're selling products
on your website, then maximize conversion value. Target ROAs would
be the ideal one. Start off with maximize
conversion value, and then you can deviate
move towards the target ROs. Other than this,
manual CPC is useful when you want to
control the investment, you want to control the cost, you want to make sure you're not overspending when you're
running with your ads. Then manual CPC makes sense. Manual CPC is something
which you can use later once you have
started running campaigns, maybe six months down the
line because by then you will have an understanding
of what is the average CPC, which is the ideal CPC for
your kind of business. Landing pages as well, we need to make sure that
the landing pages which we're providing for
our ads are relevant to the ad because that improves
our overall experience. Quality score becomes better, ok and it also has a
better user experience. So the chances of sales also
increases because of that. Another aspect of running campaigns is going
to be testing, which is where we are
going to continuously do AV testing of our poppies, our headlines, our fault to
actions, our landing pages, ad groups, all of
these needs to be, uh, AV testing needs to happen. New ads, we can create compare it with the current ads and
based on the performance, we move forward and pause
the low performing ads and run the high pf
Apart from this, just to make sure that the
performance is going in the right direction and
the hygiene is maintained, we need to look at
performance tracking, which is conversion tracking needs to be set up
in the right manner. A great idea would be to link the Google
analytics as well with your Google ads so that
we can see a lot of data, what kind of traffic is coming to our website through our ads. Then it will also make sense to monitor the metrics like CPCs, CTR, conversion rates, ROA, all these metrics needs to be monitored on
a regular basis. So just to give you
a practical example of how all of this will
look like, let's say, for a fitness apparel brand, we possibly can have four
types of campaigns for them. First one can be a search
brand keywords campaign, which has all the branded
keywords in them. The brand whatever is
the fitness perl name, the name of the
brand with shoes, in phrase match, or exact match. The purpose of the
campaign is going to be only sales, which
is conversions. Another campaign you can create
is going to be non brand, which is basically another
type where you can target those keywords which are non brand keywords
because that's also an audience which you
have brought over here, that can also generate
sales or leads for you. In addition to this,
you can also start a display campaign for the
brand where you can target, let's say, a remarketing kind of thing which you can do where you can target those
people who visit our website but not purchasing. Now you're following them with your display ads in
the display network. Plus, you can do shopping
ads shopping campaign because you're selling specific products in
your fitness apparel brands, then products can be used. In this case, you can generate the business
gold campaign sales. Now if you look at
specifically the search non brand campaign that can have ad
groups because it's a non brand campaign ad
groups are also generic, which is going to
be running shoes, gym shorts can be the
ad groups and we can have relevant keywords
and ads for you. Similarly, for the
search brand campaigns, everything will be the ad
groups will be branded, the ads will be talking
about the brand. Keywords also will be related. So if you look at it, we will have to regularly
review our campaigns. You pause underperforming
keywords ad we need to adjust the bids
if we are on manual bidding. Okay, we can expand our negative
keyword list so that we can limit and control our
spend on our search campaigns. All of these needs to be done regularly, weekly, you can say. Also, we can use a
lot of smart bidding, which is uh, these four, maximize conversion, target CPA, maximize conversion
value, target RS, specifically because
this will optimize this on the conversions
data which it is getting. And the more conversions
it generates it generates, the more accurate will
become its targeting. So increasing budgets,
and in the longer run, what we're looking at is
scaling the campaigns by increasing budgets on the
winning campaigns and attes. So that is how we can make sure that we
are reaching towards a successful Google
Ads account where we are able to run campaigns
at a high performance level. I hope this makes sense. I hope you understand these strategies, and we are able to
apply those as well practically in your business
and for your clients. So thank you once again, guys
who are listening to this, and I will see you
in the next week.
11. Google Case Studies: Hi, ay. Welcome to this session. In this session,
we'll talk about the different Google Ads case
studies across industries, understanding some
best practices, what was the problem
these industries faced, and what strategies
did they apply, which helped them to
come out of it and get a better experience in terms
of revenue and the growth. So let's begin. The first
one which you want to look at is the retail
industry, ASOS company, the retail brands, the
challenge which they were facing was to increase conversions and to attract
high value customers. So let's look at
the website also. So this is the website, guys, ASOS who are into retail sector primarily into
apparel and clothing. So this was the problem
which they were facing ideally where they were not
getting enough conversions. Getting high value customers, their average revenue was
not growing as expected. The strategy which they applied
was they started running Google shopping ads with
optimized product feeds. Wherein they optimize
the feeds as per the customer's
audience targeting and also making sure the title, the description, everything
was optimized in terms of the performance
of the shopping ads. Plus, they did
dynamic remarketing. So as we understand remarketing, where we follow customers
when they visit our website, in dynamic remarketing,
you can go ahead customize your remarketing
ads based on how they interact with your website. So they apply
dynamic remarketing, plus they did SmartBidding, which was Target ROS return
on Adspen which helped to get a better revenue on the amount of money they
were spending on Google Ads. So because of doing this, they were able to
see a increase in 35% of their conversion
rates went plus, they also saw an
increase in their ROS, which also improved by 30%. This really helped them to grow their revenue
over a period of time. If you look at the
best practices, which we can take away from this is that we
should be optimizing our shopping ads and performance max campaigns
on a regular basis. When you optimizing
shopping ads, we need to look at
their shopping feeds as much as we can optimize it, make changes to the
title, the images, descriptions, if possible,
the pricing as well. Apart from that, we also look at the high quality product feeds. Which are the high
quality product feeds which are working for us? Maybe we can bid separately
on them and also leveraging, remarketing and
automated bidding, if possible, wherever
it is relevant for us. Moving on, let's look
at another industry which is going to be
finance and real estate, which is mortgage challenge. Now they are a B
to B, you can say, business who was
facing a problem of generating high
intent mortgage leads. They were not getting leads at a certain cost effectively. So basically, their cost
per lead was going really high and they were not generating really good
high quality leads. This was a problem
which they faced. Let's have a look
at this as well. Rocket mortgage, as
you can see, is, again, a real estate
brand, primarily speaking, which we are talking about
and what they did was they went ahead and looked at their
long tail search keywords. They targeted long
tail search keywords because in real estate, you can absolutely use long
tail keywords probably, and those were the ones they created separate
ad groups ads for, and they bid high for them. Secondly, they went ahead and in audience
segmentation by intent. So the intent
audiences which they created based on
looking at the people who have very high intent based on the kind of
searches they do on Google or based on their interest and
purchase intentions. So based on which they
created an intent audience, which they started targeting
and they ran a lot of responsive search ads with smart Bidding
maximize conversions. Because this is a lead gen
campaigns they were running. Maximize conversions,
they applied. They did not apply a
target CPA because they were primarily focusing on
generating a lot many leads, high quality intent leads. So here they only made use of maximize conversions
as the bidding strategy. Because of which they saw an increase of 47%
in their quality of leads and they saw also a CPA reduction of 15%
because at the same cost, they were generating
high number of leads. Obviously, the cost
per conversion went down and it reduced by 15%. So the biggest takeaways from this particular
scenario was, we need to look at target a
lot of high intent keywords. So keyword research is premium
in lead gen businesses. Secondly, lead form extensions can be used here
because that tends to generate helps to generate more leads because it's
much more user friendly. Third is automated
bidding can be used. In this case, we used
maximize conversions, which really worked out well for a lead gen
business like this. The third one which we are
going to see now is going to be related to media and entertainment industry,
which is Hulu. Now Hulu majorly is an
online streaming platform, and their main issue which
they were facing was they were not getting too many subscription
rates was stagnating, especially among the new segments which they
were launching, and they wanted to bring up
boost the subscription rates. So what they started
doing with Google Ads was they started running a lot
of video action campaigns, basically running video
action campaigns, which is in stream
skippable ads, which they were running on
YouTube and then they also targeted display network with
these campaigns primarily, and they ran a lot of interest
based audience targeting. They also did a lot of interest
based audience targeting, which is affinity audiences. They created affinity categories related to this
particular segment, and they used discovery ads
for increasing engagement. They created discovery
campaigns, discovery ads, which the demands and
campaigns basically, which they ran to increase
their engagement. By doing these three things, primarily what they saw
is an increase in 20, 20% higher subscriber growth. The subscriber
growth increased by 20% and 25% drop in their CPA, cost per acquisition cost at which they were
getting the subscribers. Now, the biggest takeaway here was the VDO ads which they
created had strong CTAs. So whenever you're creating any video ads for a business
for a client, for yourself, CTAs are super important, so we need to make
it very crisp to the point exciting enough
for people to take action. Second, discovery ads can be used as well for
increasing engagement. With video ads, primarily, you can run a lot of
demand gen campaigns for increasing engagement, and thirdly, audience
segmentation, which was done based
on viewer behavior. Looking at what kind of users are interacting
with your videos, you can do a decent amount of audience
segmentation out there. The other one we are
going to look at now is going to be
education industry, which is related to course Ea. Now Coursera, as you know,
is a e learning platform, and they were facing an
issue with increasing their enrollment in
the professional certification courses. Let's see this as
well. This is Coursera where you can come and you can take up online
courses specifically, and they were facing an issue with primarily the enrollment, number of people were
not too many enrolling into their professional
certification courses. What they did with
Google Ads was they started running
a lot of RSAs, responsive search ads with
clear value propositions, what their users will by
enrolling into their course. So clear information. Again, very strong CTA
is being used here. Secondly, they started
running a lot of remarketing ads on display and
demand gen Gmail ads. So because of which people
who visited Coursera, they were followed with
a lot of image ads. Plus, they were followed by Gmail ads in their inboxes through the demand gen campaign. And they used in this
automated bidding, which was maximized conversions. Because again, this is
like a lead gen where they were trying to generate a lot
of enrollments initially, and that's why
they used maximize conversions in these
particular campaigns. Now because of this, they saw a 32% increase in their enrollments over
a period of time, and they saw a CPA
reduction of 20%. Because the number
of enrollments went up in the same budget, the cost per acquisition
reduced by 20%. So majorly, the takeaways, if you are in a
courses business, highlighting the course
outcomes is super important. Using remarketing also wherever possible because a lot
of times you're also following those
users who are still thinking about the
course and that time running and
targeting them with remarketing ads can
be really beneficial. Then optimizing the landing
pages for clarity so that we need to make the
landing pages so clear and crisp that it gives a
clear point objective to the students who were interested in the course to take that action very swiftly. Another example comes from
healthcare and lifestyle, uh, life sciences, specifically,
which is Zopdoc challenge. Zopdoc is basically
an app which helps to um list all the doctors,
hospitals, patients. So, here they were facing an issue with efficient
patient bookings. Not too many patients were
doing bookings with them, specifically to
connect with doctors. And here, what they
started thinking was in terms of running
some local search ads, localized search
ads, search ads, which is for the local area, location wise, within
the same district or city, they want to target. So they ran a lot of
localized search ads. Uh they focused on location and Paul extensions to be
precise so that people can just walk into
those hospitals specifically and ran a lot
of structured snippets which gave a lot of inputs benefits about what the hospital has to offer shown along with the ads. Now doing this really helped in terms of increasing
the bookings by 40%. They saw a hike in the number of bookings
by 40% and they saw a drop in their
cost per booking by 35% because the number
of bookings went up, the cost for bookings went down. And what was understood is
in this kind of industry, which is little
specific to a city, state, within the geography, geotargeting is crucial where
we do for local searches. We are going to use a
lot of extensions like location extensions or fall extensions here because
people can quickly call up. And privacy focused remarketing, where we can go ahead
and remarket people with our ads so that we can bring them to our website
and do business with us. Lastly, we wanted
to also look at the travel and
hospitality industry where we're looking
at booking.com. As you know, booking.com is
used for booking for trips, and they were facing a
huge issue of not getting too many global hotel
bookings and retention was they wanted to increase the global hotel
bookings and retention. Now for that, they ran a lot of dynamic search ads for capturing
long tail kick queries. As you know, dynamic search
ads is great because it automatically changes
the headline of the ad based on the
user search query. Dynamic search ads
were used, uh, and they also ran along with
that dynamic remarketing where they could
follow those users who were coming to booking.com, looking at different locations, and following the process of
booking a particular trip, but leaving it midway and now they were following them with their dynamic remarketing ads, reminding them about the
process they were following. Plus, in addition to this,
they did smart Bidding, which was with Target
CPA and Target ROS, which was focused on revenue and generating a
lot more bookings. Now, this obviously helped a lot in increasing
their bookings by 45% and also in a CPA
reduction of 22%. So what was understood is in
this particular industry, using dynamic ads for personalization was
the deal breaker. They were able to generate
better conversions because of dynamic ads. Secondly, the smart
bidding strategies really helped well to
expedite the conversions, generate more leads, and target peak travel
planning period. Because this was time sensitive
and seasonal business, so focusing on that and
then trying to generate run campaigns very
aggressively during your peak seasons helped a
lot to achieve these goals. So if you look at
the major takeaways from these case studies, can we first is
automated bidding is common across the
board where we are using smart bidding
like Target CPA, target ROWS, maximize
conversions. All these really helps a lot. Okay? Uh personalized ads
via dynamic remarketing and responsive ads also helps because that connects
better with our customers. Targeting high intent keywords and structured landing
pages helps a lot to give the right kind of information and also targeting
the better audiences, which whom you
want to reach out. Also, we need to align the
landing pages experience closely with ad messaging
for higher conversion. Whatever we say in the ad, exactly the same information should be there on
the landing page. That gives a better
user experience and more chances of users
to do business with us. Also, testing different types of ad variations
frequently can help a lot to improve your engagement and your potential
conversions in the future. Also we need to
regularly monitor and optimize campaigns
based on performance data, looking at how it is
performing and then making these changes
on a regular basis. Also, audience
targeting is important. As you saw, it was common across all industries where
detailed audience targeting helps a
lot to reach out to the right audience who are more likely to
convert with us. And lastly, using
different types of ad extensions wherever
possible to build trust, to give a better
user experience. I really helps to enhance the overall experience of
our customers with our ads. I hope this makes
sense. Thank you so much guys for listening
to this session, and I will see you
in the next video.
12. Search Campaign Optimization: Hi guys, Welcome
to this session. In today's session, we're
going to look at how to optimize search campaigns
inside the Google Ads account. Since Optimization
is going to be a case guys wherein
we need to go ahead and make changes in the campaigns to improve
its performance. In search optimization, there are various things
which we can look at which will help to improve
the accounts performance. So in this campaigns, you, what you can do is you can start working on keywords and we can try to improve the keywords which we
have in the account. We can also make use of
negative keywords too. Add them so that it helps to improve the
accounts performance. Also, with respect
to keywords guys, we can work on the match types, which would really helps to
improve the performance. We will see that as
well in the practical. And then we can also improve the ad headlines descriptions as well to make them more effective and relevant
to the business. Another best practice in search optimization is ad extensions, which we can add
to the campaign, which would really improve the quality of the performance. You can also add search, audience targeting as
well in these campaigns, which would help to target the right audience
for our businesses, bidding strategy can also be one of the steps guys
which you can apply, wherein you can apply the
correct bidding strategy, which will help to improve and grow your
campaign's performance. And the other feature
which you can make use of here is the Google
Ads experiments. Google X experiments helps you to make changes in the campaigns and then you can run
them as an experiment to see what combinations
really works. So what we're going to
do right now is I will go inside the
account to see this, how we can apply these
changes to a live campaign. Once we're logged inside
Google Ads account guys, you can select the campaign in which we want to optimize it. Let's say we're working on the first campaign
because volunteering. So the first thing
which we are going to work on is keywords. With respect to keywords. What we can do here
is we first look at the keywords performance
by, let's say conversions. I'm going inside the ad group. And now we can see all
the keywords over here. Now you can see on the
convergence column, we can sort this by
conversions to know which are the best performing
keywords in this campaign. So now as we can see that these are the keywords which
are the best-performing, like volunteer opportunities, online volunteer opportunities, orienteering for teens
and so on and so forth. What we can do with
them is we can go ahead and put these high
performing keywords inside the Keyword
Planner to get more similar such keywords
for our campaigns. Let's have a look at this,
how we can do this, guys. So once we are inside our
keyword planner tool, we can add these
keywords one-by-one. Like for example, we can look at volunteer opportunities and we can put it in the campaign. We can also look
at the other ones. In this particular manner. You can choose the
top-performing keywords from the campaign and put them in the
Keyword Planner tool to find similar results
from the tool. So the tool is going to give you much more other
different types of keywords which people
are searching for, like volunteering near me. Okay? So like this, you can now select the high performing
other keywords which you think will
work for your business. And you can select them and
add them to your campaign. So here you can go ahead and now choose the campaign
which we're working on. Because volunteers
for charitable. And in this campaign, we
can go for volunteer for charitable organization and we can add the keywords from here. In this manner. This can be one of the
steps which we can follow to add better
keywords to our campaign. Apart from this, now, we can also look at the low performing
keywords which are there. So you can sort your keywords by conversions in the other order and find out which are
the low performing. For example, the
low-performing keyword here is volunteer, places near me. So in this scenario, what we can do is we
can either go ahead and pause such kind of a campaign keyword or
we can remove them. Another option is
if you think that they have been bringing
decent traffic, maybe you can
reduce the bids for this particular type of keyword if you're
on manual bidding. That's another thing
which we can do out here. In addition to this with
respect to keywords, guys, you can also look at the
search terms report. The search terms report
will tell you which are the searches which people are doing because of fits your
ads are getting triggered. So here also you can sort
them by convergence. You will find which are the top performing
converting search terms. So as you can see over here, volunteer is the top
performing search term because of age or the ad
is getting triggered. And it has got us
22 conversions. So this would be a really good keyword
to add to the campaign. So you can select it and then you can add
to the campaign. You can choose the
match type as well. If you want to put it
in a phrase match, you can do that or else you
can work with exact matches. Well, that's another way of fetching good keywords
for the campaign. In addition to this, we can also look
at the match types of what match types are
we using in the keywords. Like currently, if you see all the keywords are
in a broad match. Now, ideally
speaking, if you are looking for more
relevant audience, phrase match or an exact match keywords would be
a better option. You can change the match
types as well from here. So that will be another
option which will really help us to target
more relevant audience. And also, if you want
to see beyond this, if you want to have some keywords suggestions
which you want, negative keywords
suggestions if you want, you can do that as well. You can. Adding negative keywords has
always been a best practice. So you can go to the
negative keywords section, and here you can add certain keywords which will be irrelevant for the business. Like for example, this campaign
is for charitable work, which is, and you're looking, they're looking for volunteers. So what we can look at is maybe paid jobs can
be negative keyword, which we can think of, and similar kind of
keywords which you can think of to add as
negative keywords. You can put this
paid jobs keyword as well in Keyword Planner. And you will get multiple
variations of it, which all can become negative
keywords for this campaign. So that way also, you can add some negatives. The other option is you can
also do a Google search, wherein you can search with the cube root
keyword which you have. And now you can see there
are various Google suggests, which is their charitable
trust or trust ACT. Income can be your negative
keywords in this manner, you can get some ideas for
negative keywords also. Apart from this, what
we are also looking at next is the ads part of it. So you can go to
the Add section. And now you can go ahead and sort your ads by
performance first. Here, as you can see,
there are two ads running right now which
are responsive search ads, and they're sorted
by conversion. Now as you can see,
the second ad has got lesser number of
conversions than the first one. So the first thing which
we can do is we can modify the headlines
and descriptions of the second ad and make it as similar to the first one to
improve their performance. So you can edit the ad over here and you can
add more headlines. And you can also modify
the descriptions and make the language as similar as possible
to the first tab, which is the top performing
ad in the campaign. So here, you can also provide the second part for
the display part, part, which gives more
information regarding your ad. It will just improve
your adds strength. And because of which, there are higher chances of
people clicking on your ad. That we can do. Another feature with ants, which we can easily make use of is the Add
Variation piece. So with add variation, you can do is you can modify a certain part
of the ad and you can replace it with different keywords and then
run those ads as well. Padlet need to see how different
combinations work. Here. Specifically, if you go to the volunteering part campaign, you can select the particular
you want to work on, the responsive search ads. So what we're going to do is you can choose a particular
text which you want to replace right now with something else and use
that as a variation, possibly in the campaign. This is another feature
which will just help you to bring variation to your ads. And that will help to see the performance of
the campaign as well as soon as possible and you can make improvements
to your abs as well. The other thing which
we can do here is adding some ad extensions so we can see what kind
of extensions that campaign has and how
they're utilizing it. So currently if you see
this particular campaign has multiple ad extensions
which is cycling call-out, structured, stupid, and
dynamic image call extensions. So we will check the landing page of the
website and based on which, we will decide what kind of extensions would
be really useful. On this website. As you can see, this is a block for us page on which they have provided
a specific form to be filled by the
volunteers who want to work for this
charitable organization. In such a scenario, a
lead form extension would be really useful. So what can be done is we can create a lead form
extension from here, wherein we can create a form itself over here by providing
all the information. You can give the headline
business name description, you can set, select
the questions or details which you want
from the volunteer. In this manner, you can
select and create the form. And then you can also provide a submission page
that what will be the submission response
which you want to showcase to your people who are
filling up that form. You can also provide
your website URL over here if you want them to reach their after
filling up your phone. So this would this form
will appear under the ad in this particular manner wherein they will be able
to see the form. Users will be able
to see the form. And when they click on it, the form will open
right away in front of them and they can fill it up
and provide the information. So this lead form
extension would be really useful in such a lead
generating businesses. Apart from this, what are the things which you can
do to optimize this? You can also use audience
targeting in this campaign, wherein we can target specific audiences which will be relevant for this business. So if you look at this
particular business, in this business specifically they are looking for this is primarily going to be a
scientific research organization, okay, So related to science research work,
they want volunteers. So we can look for
audiences who are interested in signs
specifically. So you can add some
audiences from here and you can use them. So all the people who
are interested in this particular stream coming to the search network can be targeted with this
specific feature. So I can choose,
let's say signs. And now you get to see a lot of different types of
audience targeting, which we can select
from these options. In this manner also, we will be able to
reach out to a lot of relevant audience
related to our business. This can be another piece of optimization which is
possible on this campaign. So these are all
the different types of optimizations guys, which we will be able to do on a search campaign which would really enhance its performance. And eventually it
will help to get more sales or leads
for the business. I hope this makes sense and you are able
to understand how search optimizations happen
inside Google Ads account. Thank you so much guys
for listening into this session today.
Have a great day, guys.
13. Display Campaign Optimization: Hi guys, Welcome
to this session. In today's session, we're
going to discuss how to do display optimizations
inside Google Ads account. In display guys, there
are a lot of things which we can do right now with respect to making changes to our audience targeting
and content targeting, we can look at the
high-performing audiences which we have and the
content categories. And we can make
changes to them and try to improve them by adding more performing audiences and removing the ones which are
not that much performing. Apart from that, you can also look at the display keywords. You can see what kind of
keywords are actually working. You can also modify them eventually as per
their performance. There is also an
option which we have, which is for custom audiences, which we can make use of, wherein we can build a custom
audience for our businesses based on the kind
of searches which people do or the kind
of interests they have. Google also gives us the option
for placement targeting, wherein you can look at how placement targeting is
working in the campaign. And you can find out which are the best-performing
placements and the low performance placements
as well from there. And you can exclude the ones which are not that
much performing. Another optimization strategies
around re-marketing. If you think that the
business which you are doing is relevant for your will be suitable
for re-marketing purposes. We can add remarketing
list as well to the display campaign and then target our ads on those users. Another thing which we
can do here is to work on the ads which we have in the
display campaign, the RDAs. We can sort the RDA, the responsive display ads by performance and find out which are the top
performing ads. And now we modify the
low performing ads as far as similar to the
top performing ones. We can also do add
variations over here, wherein we can do an
AB testing between ads by making some changes
to their headlines, descriptions, images, and then running it parallelly to check
how they are performing. The other piece which
is out here is, we can also look at the
kind of images which have been used in the RDAs. And we try to make sure that the quality of the
images used is really of high-quality
so that it has a greater impact on
the accounts performance. So what we'll do now is we'll go inside the account
to see the steps, how we can do it
inside a campaign. Practically. Once we are
inside the Google Ads account, you can select the
display campaign on which you want
to do optimization. So let's say we are doing
on the first campaign, which is Sports
campaign March 27. So once you go inside
the campaign guys, you can start looking
at the audience list. So we can go to the audiences. And now we will try to
make changes over here. So starting off with, you have various
options out here. In audiences primarily speaking, you can make changes to looking at what kind
of a business it is. We can try to add some categories from
detailed demographics. Demographics will give
us an option to target people based on parental status, marital status, education,
and house ownership status. So here you can choose the kind of audience you
would like to target. Let's say I'm into a business
of selling baby products. I would like to
target parents of, let's say, infants and
toddlers from here. In this manner, you can use
this specific targeting. The, another thing
which you can modify over here is with
the affinity piece, wherein you can choose two different categories
related to affinity, which is relevant
to the business. And you can select those
categories in this manner. Another is in market
and life events. Another type of audience targeting in
in-market audiences, you will be able to
target those people who are at the end of
the buying cycle. So if any of these categories are
relevant to your business, you can select them and you
can target those users also. In the same manner. You also
have your remarketing part, wherein you can add
any remarketing lists. So this is what we
were discussing, that if you think that the
kind of business you are doing has will be suitable for
remarketing purposes. You can create a
re-marketing list first from the audience manager, and then you can link it to this specific campaign
in this particular way. Also, Google gives us
an option in audience targeting wherein we can
do custom audiences, which we will find out here, which is at the end, wherein we can create a new
custom audience. So custom audience
will be a case wherein I am defining
the audience myself. I can give it a name
specifically as I want. And then I can choose people with specific interests
or what they search on Google based on
which I can go out and advertise. Like this. I can add interests over here. And I can go ahead and build a custom audience as
per my requirement. This can be another type
of an optimization which we can possibly do
out here right now. Right? Okay. Apart from this, you also have options
wherein you can go ahead and make changes to the ads as well in
the display campaign. We'll have a look at that also. With respect to add the responsive display ads which we are running in
display campaign, we can make modifications to it. First, what we can do is we can go ahead and
find out which are our top performing ads inside the campaign by sorting
them by conversions. Here, you can sort them
by conversions and identify which are your best performing responsive
display ads. Once that has been identified, what you can do
is you can modify the other low-performing ads and make them as similar to the top performing ad which
is running in the campaign. So you can go to the
other ads possibly, and you can edit the ad. And you will be able
to make changes to their headlines
descriptions as well, and add more images to it. Also. This way, what is going
to happen is the, we are trying to
improve the ad quality for all the ads which are
running in the campaign. So here you can go ahead
and make modifications. You can add some more headlines,
descriptions as well, and add some more images and make the ad as similar as possible to the
top performing it. This can be one step around ads, which we can take to make
the performance better. Apart from this, you can
also work on extensions. If you see that there
are certain extensions which will be really useful. So who will give them
the option to create a file extension
location extension and affiliate location extension
in display campaigns. So if any of these makes sense and is relevant
to the business, then you can create
these extensions as well for declined. When you come to content
targeting, in content targeting, you can have a look at
what are the topics targeting has been done
in the display campaign. And now you can sort them
by performance again, by looking at their conversions. And then you can pause the low performing
content targeting. And you can try to add similar top-performing
topic categories from the same manner. Like from here, you can go
ahead and you can pause certain topic target things which are not working in
this specific manner. If you see that there
are certain topics which are totally irrelevant, you can add similar more topics. You can go to the topics
targeting section, and you will be able to add certain additional topics
from here as well. Like this, you can optimize your topic targeting as
well in the campaign. Similarly, we look
at placements. We see what kind of
placements are working in the campaign which are getting the highest amount of
traffic and conversions. We sought the placements
by conversions, and then we identify the best performing placements and the low-performing
placements. And we go ahead and
exclude the ones which are not performing
for the rest of them. We tried to add similar
types of placement, if possible, into the campaign. In addition to this,
in content targeting, you also have display keywords. In display keywords, we
can also sort them by performance to see which are the best performing
keywords out here. And then we can go ahead and identify and remove the ones
which are not so performing. And we will look at the top-performing keywords
which we have out here, and we try to add similar
ones into the campaign. Once again. Another very good
thing which we can do with display optimizations is we identify which are the
best performing keywords from our search campaign. Once we have that in place, we use those keywords into creating a custom audience
for our display campaign. So that way we're able to target the most relevant audience
in the display network. So you can go to your
search campaigns. Find out the top
performing campaign which has the best ads, best keywords in it,
top-performing keywords. And you can add them to your custom audience
to build a specific, most relevant audience
for the business. In this manner, you will
be able to go ahead and target the relevant audience in display and run your
show, your ads to them. These are guys going to be the different types of
steps which we can possibly take in order to optimize display campaign
inside Google Ads account. I hope this makes
sense and you are able to understand what
are the steps can be taken to do optimization
on a display campaign. Thank you so much guys for listening into
this session today. Have a great day, guys.
14. Video Campaign Optimization: Hi guys, Welcome
to this session. In today's session, we're
going to see how to optimize video campaigns
inside the Google Ads account. We do campaigns have been really useful days in the
last 510 years wherein a lot of businesses
have seen a lot of traffic and sales coming
in from video ads. And that is why the
investment into video ads have gone
up drastically. It makes a lot of sense that when you're running
video campaigns, we tried to optimize it on a continuous basis
to make sure that the performance of
these campaigns are up to the highest levels. So the first thing
that you can start working on video
campaigns is going to be the video creatives
when you're trying to make it more engaging
for the customers, you can make changes to the
videos and try to provide as much information as possible in a more effective manner. Also, what Google
proposes is that we can have multiple videos which
we can provide with, with different messaging so that it can resonate
well with our customers. Also in the video campaigns, you can look at the bidding
which we have done. And we can look at how we
can modify our bits to make it more effective and more competitive
in the auction. So you can let a certain bid run on a campaign for a
certain period and you can come back after two weeks
to see how that bed has performed and based on which you can modify
those pits as well. Also, you can look at
improving the ads, which will based on
their view rates. So you try to make changes to their headlines descriptions and you make modifications
to it as well, so that the amount of view rates which are getting
on them can be made better. We can also work on the audience targeting piece in
video campaigns wherein you can look
at their audiences and we'll make
modifications to it. I'll do a practical of it too, so that you can get
to see it as well. Once the ads have started running in guys
for video campaigns, you can look at which are
those particular exclusions, which you can do
here to control your forced and spend on
video campaigns. You can remove
certain exclusions, certain placements,
certain target things which are not
relevant for the business. Another important
tool which we can make use of in vitro
campaigns is remarketing. You can create a video
remarketing list which you can link
to the campaign. And now you can
follow your users on the Search or Display
Network for where, when they have engaged
with your business or your YouTube channel and
they have not converted. Also, this campaigns, in
the campaign settings, you can make a lot
of modifications around bit adjustments, which you can do for at
the device level location, at scheduled level. And also you can make some
changes to languages as well, which would really
help to improve the overall campaign's
performance, will go inside the Google
Ads account right now guys, to see how we can do all
of these step-by-step. The first thing which we
are looking at is once you have your specific video
campaign in place, you can get inside
the video campaign. And now we can start working
on different aspects of it. The first thing which
we are looking at is possibly the ads part of it. We will see which are the ads which are performing
really well. We can look at them in
terms of views, okay? And then we can go ahead and modify and make changes
to the ad as well. We can make some changes
to the add wherein we can improve the we can
change the video possibly, or we can go ahead and
we can go ahead and make changes to the headlines
descriptions as well. So this way, you
would be able to make changes to the ads
and make them better. The other aspect of it is
going to be with extensions, wherein you can go ahead and add some relevant extensions
for the campaign. Google gives you an
option to create site link location and
affiliate location extension as well in video campaigns. So you can go ahead and
create those if they are relevant to the
business as well. When you come to videos, you will be able to see the video which is being
running over here. And it will also provide you
some analytics regarding the video telling you what
kind of users are coming here. You will get some data
around what kind of users are coming and the retention percentage which will be
shown to you out here. So based on this
data, specifically, what you can do is
you can go ahead and look at targeting
specific audiences. So you can make
use of this data. And then you can go to
your audience level or content targeting and you can make changes
to them as well. So this will be a good
idea to understand how users are interacting
with your video ads. In the landing pages as well. We can see what kind of clicks
impressions we have got. We can work with our web
developer to modify and improve the landing page so
that we're able to get more conversions out of it
once people click on it. Now when we come to
audience targeting, we can make modifications
based on the business. So looking at the type of
business which we have, we can select the kind of audience targeting which
we want to do out here. So Google gives us
various options out here which we
can select from. So you have detailed
demographics, affinity in market audiences, even re-marketing which is
there, which you can do. If you want to do
custom audiences, you can do that as well, wherein you can create an audience segment
customized to your business. And Google will try to target your video ads on that
specific custom audience. Apart from that, you also get an option for combined
audiences where you can create a combination of
multiple audiences from here, which will try to narrow
down the audience. And we're going to target
a particular segment of people to whom we want
to show these ads. Similarly, you also have
demographic targeting, which you can modify if
you see that there is a specific kind of demographic which really works
for your business. You can try to target
only them and you can exclude the ones which
are not performing that well. You also get an option for modifying and making changes
to the content targeting. So in content targeting, you can work on the
specifically topic targeting, wherein you can see which
topics are doing really well. And based on which, you can try to find more topics
which would be relevant. Like for example, in this
campaign, as you can see, the topic which is business and industrial is
working far better. It has got more views than
the other categories. So what we can do
is we can go to topics and we will try to find similar kinds of
topics related to business and industrial
as much as we can. Like this, you can go ahead
and add more topics related to the category which is
working for your company. Similarly, you can
make modifications to your placement targeting placement targeting
where your ads are being shown specifically
the websites. You can see which websites
are doing really well. So you can keep them and you
can try to add similar ones, the ones which are not working, you can exclude them, you can remove them so that your ads don't spend
money unnecessarily. You can also work on the video keywords
or display keywords. See what kind of keywords
are working right now and try to add those. You can get some idea from your search campaigns as well that what kind of keywords are high performing keywords
there and possibly use them out here also
for targeting purposes. Apart from this, you can do bid level or you can do a device level but
adjustments wherein you can segment the
data by devices and see what kind of impressions views are coming from each devices. And if you see that there are certain devices which
are doing really well, you can apply a big
adjustment on them as well. Like here, as you can
see for mobile phones, it's getting the highest
views and impressions. What we can do is we can
apply a bit adjustment over here in this
specific manner. And we will try to run our
adds more on a mobile device. Similarly, if you look at
the other options like computers has not received
any view whatsoever. So we can possibly
tried to apply a negative multiplier out here and try to reduce our bids for specifically for
computer devices. In this manner, you can do
bid adjustments as well. Now, this is possible not
only at the device level, you can do it at a ad
schedule level as well. If you feel that there
are certain days of the week when your business
is doing really well. You can select those days
and time and you can run your ads only on them
at a higher bid. In this manner, you can
schedule it and then you can apply a bit multiplier
on them as well. So this will be some
adjustment optimizations which we can do out here. The same concept applies to
location targeting as well. If there are certain locations which are doing really well, you can go ahead and apply a positive adjustment
to them because that means from that
location are a lot of customers are interested in your business and that's
why they're searching. So it makes more sense to show your ads more
to that location. So you can use with adjustment in location
targeting as well. In addition to this, we had spoken about video remarketing. So you can build a video
remarketing list as well dies from Audience
Manager. From here. You can go to Audience Manager and we can create a
new re-marketing list, which is for YouTube users. This is going to be a case wherein what we are trying to do is we're trying to follow those people who come
to our YouTube channel. They check out our videos, but then they don't
go to our website. So for those scenarios, you can create an audience. And you can define
the segment members, which is like, what kind of viewers do you want to follow? You will have to also go ahead and link your
YouTube channel out here so that the system can understand from
where to link, where to which kind of channel we are trying
to follow the users. You can also give your
membership duration period for which you want to do this. We can create this
specific audience. Now that this audience
list has been created, you can go back
to your campaign. And in the same campaign, you can go ahead and apply
this remarketing list. What we are doing
is we are going ahead and this remarketing
list has been created. So now people coming to our website and they
are checking out, people come into
our YouTube channel and checking out our videos. Once they leave, we can follow
them with our video ads. Here. You can see this is the
one which we had created. Now you can link it
to the campaign. In this manner, we can also
apply video remarketing on the campaign to follow users who are not purchasing or
doing business with us. So these are all the
steps by which we can apply on a video
campaign optimization. And you can make the
performance better. I hope this makes
sense and you now understand how to
optimize video campaigns. Thank you so much guys for listening into this
session today. Have a great day, guys.
15. Shopping Campaign Optimization: Hi guys, Welcome
to this session. In today's session, we're
going to see how to optimize a shopping campaign insider,
Google Ads account. Shopping campaigns are
really useful guys when we're running an
e-commerce business. And they have been
traditionally very successful in
generating revenue. It's a great
importance that guys, we are able to optimize it to its high potential so that
we are able to generate a lot of sales or
conversions for the business in order to optimize a shopping
campaign days, the first thing which we can
look at is the product feed. And we try to improve
the quality of the feeds as much as we can. So starting off with
looking at the images, we try to make sure that the images provided in
the feet are proper. And we are continuously doing some AB testing on the images to try different
types of images, which might work really
well for the business. Apart from that,
you also look at the other attributes like
your title, product ID. You look at the description
of the product, the pricing of the product which we can make better as well, so that the details which we are provided in the product feed
are absolutely accurate. So you can go to the Merchant
Center feed which you have. And in that you can make
those changes continuously. You can modify the descriptions. You can also work with the web developer to improve the landing
page of the product. And also, if you can
optimize the pricing, that would be really great. So it would be of
great help if we are able to make sure
that the product feeds is in the proper
place and there are no disapproval on the product feeds as well to
take care of it. That way what happens is the quality of the
ad which we are showing from the
shopping campaign turns out to be of
very high quality. So this will be a
very critical part of hopping campaign
optimization, wherein we are making sure that the product feed is optimized
to its high potential. And all these changes
are continuously made so that the effectiveness
of the ad is proper. That will be the first step
plays, which we can take. Apart from that,
we can also look at optimizing the
campaign structure. So in the campaign structure, what we're looking at is what type of ad groups
have been created. And we try to bid differently
for each ad group, each product group out here. So whenever we are trying to
improve a shopping campaign, guys, we keep on modifying the
structure of the campaign. And we look at finding
different types of categories which we can create through different ad
groups and product groups, and we try to bid
separately on them. For example, if it is a case
that you see that there are certain product groups which are performing really well. Maybe we can separately
bid on them. We can divide the
products into groups. And then we need to organize them into different
product groups wherein we bid separately and we can
get some sales out of it. So it will be a
continuous process wherein you can go inside
the shopping campaign. In the shopping campaign, we can identify if it is required that we
go ahead have to create a new ad group for a new section of products
which are performing. Maybe we can create
a new ad group altogether and we
start the process of building it out and creating different
product groups out of it. In the similar manner, if, suppose there are
certain product groups which are working really well, then maybe you can bid
separately on them. That is also a
possibility which we can do out here. This way. What happens is we
are able to optimize all the product groups as per their performance and they are able to provide
the right output. Another thing which
we can do here is with respect to when we have to closely monitor each of the product
groups performance. And now we are able to identify the best-performing four groups and the low performing ones. Once you know that,
you can go to the product groups
tab and you can adjust their bids as
per their performance. This way, what is going
to happen is you will be able to make sure that the, each of the product
groups are bid appropriately so
that the performance it's at the highest level. We can also have an option in shopping campaigns
wherein you can go ahead and exclude certain
unprofitable products. You can go ahead and
reduce their bids, or you can mark the products
as excluded as well. Shopping campaigns
will also give an option for you
to add negatives. So you can come to
the keyword section. And here you can
add some negatives which you feel are totally
irrelevant for your business. You can add those as well. In shopping campaign,
we also get an option to do
audience targeting. So if you feel that
some of the audience targeting would be really
beneficial for the business. You can add those audience
targeting as well. So by going to audiences, you will find certain
audience types which will be given to you. For example, affinity audiences, which you can add over here. There are various categories provided under
affinity audiences, which you can select from
here and you can add them. Apart from this, you
also have gourd, the detailed demographics, audiences in market and
re-marketing as well. If you feel that you
would like to remark that these products to users coming to your site
and not purchasing. You can link your
remarketing list as well out here and
you can show them your abs audience targeting. There are lots of
different types of options you will get to Target, which will help you
to target your ads to the most relevant audience
regarding your business. Also, in addition to this, you can look at different types of device
level bid adjustments. What you can do is you
can see what kind of performance is coming
from computers, mobile phones and tablets. And then you can go ahead and modify them as per
your requirement. If say, you're getting
a lot of clicks from mobile devices versus
computers and tablets, which basically
means that a lot of your customers are comfortable searching for your business
through a mobile device. That is the scenario. You can apply a budget
spend multiplier over here, and you can try to show your ads more often on a mobile device. So that way, it is going to increase the probability
of you getting clicks and eventually conversions
outfit. In the same manner. If you feel that tablets isn't a device from which you are not getting any traffic at all. We can certainly
go ahead and apply a negative multiplier so that our ads don't show up too
often on tablet devices. That as well you
can do from here. There can be different
scenarios or businesses as well
wherein they have seasonal businesses and
they understand that it's certain part of the day when they are
working really well, then they can also make use
of the ad scheduling feature, wherein they can schedule
their ads to run on a particular day of the
week or time of the day. In this manner, they can
select a particular time as well of the week when they
only want to run their ads. So this is really
useful once you have run the
campaign for awhile. And you can segment your data by time and day and see
the traffic as well. When you are getting the
highest amount of traffic. Then in those scenarios, using an ad schedule
would be really useful. Also. You can also work
on your landing pages, wherein you can see all the landing
pages which is being used in the campaign. And you can work with your
ad, the web developer, and modify it and make it more aesthetically nice and
relevant for the users. This way, you can make a lot
of changes to it as well. With respect to the
image link as well, which you have over here. You can work with
your programmer to produce a better image link, which would be really
useful for the business. You can get much more
high-quality images applied on your landing page so that
it can be used over there and also on the ad so
that we are able to eat the ad becomes much
more appealing and there are higher chances
of people clicking on. In this manner, you can do a
multiple things inside the, specifically the shopping
campaign to optimize it and then make it
better for performance. I hope this makes sense
and you are able to now understand how to optimize
shopping campaign. And also, apart from this, additionally, what you can also work on is the bidding strategy. You can look at the
bidding strategy, what kind of bidding is
happening on the campaign. And then you can decide
whether you want to change that or
you want to apply, modify it as well. So for example, you can work
on the bidding strategy. Let's say you're working on a bidding which is
target airways. And you would like to go ahead and use another
bidding strategy, which you can do from here. Otherwise, if you feel
that the target arrow is set in the
campaign is way too high and it's becoming
really difficult for the campaign to reach
that kind of a target. You can modify your target ROS by lowering down
your target ROAS. It will also help the system
to achieve it much faster. And in the pursuit of doing so, you will be able to see that
higher revenue is achieved. So these kind of changes
also you can do to the campaign to help it
perform to its utmost level. I hope this makes sense. And now you understand how we can optimize shopping campaign. Thank you so much
guys for listening into this session today.
Have a great day, guys.
16. Keyword Optimization: Hi guys, Welcome
to this session. In today's session, we're
going to see how to optimize keywords inside our
Google Ads account. So this will be around
keyword optimization, wherein we can make
some changes to the keywords to make
the performance better. As we understand
that keywords play a critical role in
search campaigns, it makes sense that we
have to continuously make sure that they are performing
to the utmost level. And we have to optimize it, make changes to it so that the quality of keywords in
our search campaigns is the, is at a higher level. For those scenarios,
you can make a multiple changes and steps
which you can take to do so. The first thing
which you can look at is improving the CTR. With negative keywords. We can add some negative
keywords to the campaign, which would be really helpful to reduce the cost and
improve the CTR. The traffic quality, which
comes to the website. Negative keywords can also
help in removing any kind of, you can use universal negatives, which is going to just
help in trimming down the audience and
targeting your adds to the most relevant
audience out there. Also, in, in search campaigns, we can make use of the
keyword planner tool. Then we can add
some new keywords. We can find new keywords by looking at different
keyword research. We can look at the search, volume and competition, what kind of bidding is
happening on the keywords? And based on which,
we can select the most relevant ones and we can add them
to our campaigns. In addition to this,
we can also look at breaking down the keywords
into different themes. The more granular
theming which we do, we create tightly
themed ad groups with specific keywords is going to improve the overall
campaign's performance. If you are using any
kind of manual bidding, then it totally makes
sense that we go ahead and optimize the bids on
each keyword as well. We can look at our
keywords performance, and based on which we can make those changes as
well, one-by-one. We can also make use of
these systems report. This report will
tell us what kind of searches that are happening
which is triggering or ads. Also, we will see how we can
make changes to applying the match types on
the keywords so that we're able to target the
most relevant audience. And you can also work on these smart bidding strategy
which you are using, which would be really useful to improve the overall
campaign's performance. Another very good concept
in keywords is Skaggs, which is single
keyword ad groups, which you can make use of. You can create single keyword
ad groups with match type, but giving exact match
or phrase match. This would really help to
optimize your campaigns to a certain level
where you're able to save your money and you're
not spending too much, but at the same time, your ad is triggered to the
most relevant audience, will see all of these
guys one-by-one, how we can make these changes
in a search campaign. So once we are inside our
Google Ads account guys, we can go to the search campaign in which we want to
make these changes. So the first thing which
we are looking at is, let's say negative keywords. So we can add those
negative keywords in the keyword section. And in the keyword section, we can come to the negatives
section over here, and we can add our
negatives one-by-one. Now what Google suggests is that whenever we
are adding negatives, it would be a great
idea that we are adding them as an
exact match negative. This would really
help to target, and it will help to
block those ads for the most relevant to
irrelevant audiences, which we have according
to our business. The other thing
that we can do out here is we can make use of those search terms
report wherein what we do first is we can go
ahead and optimize. We go ahead and sort the
search terms by conversions. And which will give us
an idea that which are the high converting search terms which we have in the campaign. Once we identify
those search terms which are converting for us, we can select them
and possibly add them to our campaign
as keywords as well, so that they are chances to trigger our ads will increase. So search terms turns out
to be really good report, which introduces us to some new keywords
for the campaign. The other way, adding keywords can be through
Keyword Planner tool. So we can make use of the
keyword planner tool out here, wherein we can go ahead and open it and search for similar
top-performing keywords. But before we do so, what we also look
at is which are the top-performing
keywords which we have in the campaign. We can sort the keywords by
performance and then pick that specific keyword
and put it in the Keyword Planner tool to add similar types of
keywords from them. So you can go to the keyword planner tool and you can add certain
keywords from here, which are most relevant and top performing
from your campaign. So the Keyword Planner
tool will give you a lot of options
wherein it will tell you what are the kinds
of searches which are really happening
right now on Google based on your
business and what kind of search volume competition and bidding happening
on those keywords. So now you can have a look
at all these keywords and then decide which ones
will be most relevant for you. In this manner, you can select your keywords and then put them back in
the same campaign, which you are
optimizing out here. You can add it to
the same ad group in this manner and
you can add them. So this will be another
step which we can take for adding keywords to
our campaign as well. Okay, apart from this, we keep on checking
the keyword list to see if there are different themes which
can come out of it. Theming in the sense
that we are regrouping the keywords into
separate ad groups. If you see there, there are
multiple different types of keywords in the
same ad group. A better step would be that we separate them out and create different ad
groups for each of them. For example, if you have
an ad group which has keywords related to men clothing and women clothing together, we might as well separate them and create two
separate ad groups. One for men clothing, the other one can be for
keyword for women tilting. That way what happens is
you're targeting becomes more stronger and relevant and the performance of the
ads would be better. In the same manner. We can also now look at, we can sort the keywords
by performance, and now we can look
at their bidding. If you're doing manual bidding, you can go to each and every
keyword and decide what you want to set and
you want to change to as per your requirement, if there are high
performing keywords, you can go ahead and increase their bids in
this particular way. And similarly, if you have
low performing keywords, you can reduce
their bids as well. This way what we
are trying to do is we're trying to
control the cost. We are trying to give hybrid
for high performing keywords so that they bring in more
traffic and sales for us. At the same time, we are
trying to control our costs by reducing our bits for the
low performing keywords. This way you can modify
your bids as well. Also, you can work on
the match type space. So what Google's suggest is that the out of the
three match types, the most relevant ones
will be a phrase match, or an exact match. So you can look at the match types being
used in your campaigns, in your keywords,
and then you can change them as well as
per your requirement. This would be really
useful in the sense that this will control your cost and also
it will try to target your ads to the
most relevant audience. Also, what happens is if you
have exact match keywords, they tend to have a higher
ad rank in the oxygen. So because of which there are
higher chances of winning the auction and getting a
click and a potential sale. So it would be a good
idea that we look at the match types as
well and try to change them as per the
business requirement. If you're using smart bidding, then you can look at having an appropriate bidding
strategy for your business. If you are into a business where you're selling
a lot of products, then having maximize
conversions with a target CPA bidding
would be the best option. But if you are in
a business where you're focusing on revenue, you want to generate a lot
of revenue from Google ads, then maximize conversion
value with target, ROAS would be the right choice. In addition to this, in search
campaigns specifically, you can also create single
keyword ad groups or Skaggs, which would be a good idea. So what you can do is you
can build a new keyword, new ad group altogether. So in single keyword ad groups, what we are doing is we just
need to have one keyword which can be on an exact
match or phrase match, which works really
well for the business. In this manner, you can name it. You can provide the keyword
over here specifically and create the keyword. So single keyword ad groups really are useful because
for various reasons, because of the fact that they
would be able to go ahead and target your ads to the most relevant audience and being an exact match
or phrase match, they're also cost effective
in showing your ads to the most relevant audience
at a cheaper cost. So this way, you will be able to go ahead and make changes to the keywords and improve the keywords performance in
your search campaigns case. I hope this makes sense. You are able to
understand how to do keyword optimization inside
your Google Ads account. Thank you so much guys for listening into this
session today. Have a great day, guys.
17. Conversion Optimization: Hi guys, Welcome
to this session. In today's session we're
going to see how to do conversion optimization
inside Google Ads account. So convenient optimizations are basically changes which we do in the campaign in order to improve the conversions
for the campaign. So here we're going to see
a lot of steps which we can take in order to improve
our conversion rates. Conversions which we are
getting for the business, which would be a requirement
for every company out there. So the first thing which you
can look at is remarketing. We can use a free
marketing list over here, which we can link
to our campaigns to generate more conversions. Because usually
remarketing turns out to be a very
effective strategy. Also, you can look at AB
testing of landing pages. You can look at
different types of landing pages which
has converted well, and you can test it with
other landing pages as well. We can make some modifications
to the landing pages and then run them badly to
compare their performance. We can also work
on the ads copy. We can modify the ads
copy and we try to make it as relevant
to the landing page. The more relevant they are, the higher is the chance that the landing page experience
would be better. And because of which, we can
get better conversion rates. Also, we can optimize
our keyword list. We can try to look at what kind of keywords
or converting, and we try to add
those converting keywords in our
keyword planner tool to get similar keyword
ideas and we can add them to the campaign
at the same time. We can also go ahead and remove the low
performing keywords. We can get some new ideas
from our search terms report also in such campaigns
phase, we can also, depending on the kind of customers which we
are trying to target, we can create a custom
audience and we can target our users
from there as well. You can also go ahead and make
use of negative keywords. Negative keywords would really
help to control our cost. And at the same time, we will be able to have a
better CTR of the campaign. In addition to this, you can also go
ahead and organize the keywords much more
in a specific manner. We're trying to make more
tightly themed at groups. You can do regrouping of your keywords and could
separate regrouping of your keywords so that you
can separate them into different ad groups and
which will eventually improve the overall
campaign's performance in order to go ahead and
make the CTR better. We can also work on
the headlines, titles, descriptions of our ads, and make them much
more appealing. You can go ahead and use
inter capitalisation as well. And you can choose proper
audiences and content targeting to show your ads
to the relevant audience. The other way of looking
at it is also wherein we look at the kind
of product which we are trying to sell out here, based on which we
tried to find out what kind of keywords
would be most relevant. And with those keywords, we build our ads, we choose our landing pages, and we do different
types of targeting. These are some steps
case which we can absolutely use to
improve the conversions, conversion rate
of your campaign. So let's have a look at it
in the account as well. How we can do this practically. The first thing which we
can do is we can go inside the campaign in which we want
to do this optimization. The first thing which we are
looking at is possibly we can apply re-marketing list
to the search campaigns. So if you have built a
re-marketing list already, you can just go
ahead and link it to your audiences.
On the left panel. Here, you can edit
the audience segment. And you will get the option to select your remarketing
list out here. And you can connect
it to this campaign. So here you can see all
the remarketing list which has been created. So you can go ahead and
select the one which you created and you can link
it to this campaign. So that can be one way of
generating more conversions. The other aspect of it
is you can go ahead and make the changes to the ads, primarily wherein you will make modifications to your ads. You can change the
headings, headlines, everything of the ad so
that they become better. The idea over here is primarily a case wherein
what we are trying to do is we're trying to make the ad more relevant
to the landing page, whatever is being said
in the landing page, the kind of discounts offers pricing going on, on
the landing page. We're going to use the same
on the ads as well out here. In this manner. You can make changes and this will overall make the
ad more relevant. And because of which
you are pulling, the score will improve. And that will get us
a better ad rank. And that will give
us higher chances of winning an auction and
getting more conversions. Also, you can now work on the keywords aspect
of it as well, wherein you look at the
high performing keywords, you can sort your keywords
by conversions first, and then identify which are your best
performing keywords. And then add those keywords to a Keyword Planner to get
similar keywords from there. Similarly, the low
performing keywords, you can go ahead and pause them as well in this
particular manner. Or you can reduce
the bids of them as well to a lowest
amount required. This way, what we're
doing is on one hand, we are adding better
keywords to the campaign. On the other hand, we are
reducing the bids and posing low performing keywords to cut down on the span which is
happening on the campaign. Another aspect of
it is search terms. You can make use of search terms which will introduce us to some new keywords which
are triggering our ads. So here you can go
through the list and see what kind of searches are
really triggering our ads. And you can select the ones
which are doing really well, and you can add
them as a keyword. And also, if you think
there is something which is completely irrelevant, you can add them as
a negative also. So that can also be an
approach which you can have. In addition, what you
can also do is you can also create a custom audience
as we spoke earlier. So looking at the type of audiences which you are
trying to target over here, we can build a custom
audience as well, which will help to target
the specific audience which you're trying to
look at and you're trying to run your ads with, you can select your
custom audience. So Google gives you the
option wherein you can define your custom
audience in two ways. Specifically, wherein you can go ahead and identify
them by looking at the specific keywords with which they are searching or the interest category
they have caught. Also in this, we can absolutely go ahead and
add some negatives, okay, we can add some
negative keywords in the campaign which would help to not show your ads
to irrelevant searches. Now as a best practice, what we will suggest
is that we should be adding negative keywords
in the exact match, which would really help
to block any kind of irrelevant searches
so that our ads don't appear when these searches
are happening on Google. You can add a lot of exact match negatives
to the campaign. Also, you can do AB
testing of your ads, which is basically a case wherein you can do
an add variation, wherein you can compare
two different ends, okay? You can make some modifications
to the headlines. You can replace them and replace them
with something else, some other texts which you
want to use over there. So you can replace it over here. And then try to create an
ad variation out of it. And then run that as well. In this particular manner. This, what is going to do is it is going to run
two different ads. We're going to do an AB
testing wherein different ads, they are running parallely. And we tried to compare
their performance. And if the new change
works out really well, you can use that
combination going forward. So AB testing of ads
really helps too. Experiment with different
types of headlines and descriptions and see what resonates better
with the audience. Another effective way is
going to be that we're going to regroup the ad
groups which we have. We're going to see if there are. We can do more tightly
theme that groups. If there are different, multiple themes coming up in
a single ad group, we can split them off into
separate ad groups as well. Let's say if you have
an ad group which has meant loading and the
men clothing together, we can break them into two separate ad groups dedicated to men and
women's clothing. So that way you're
targeting becomes much more stronger and there are higher chances of getting
a better performance. In addition, we can also look at doing your ad placements
which you are doing. You can go ahead and look at
the content targeting piece and see what kind of content targeting have you
done in the campaign. You look at your
topic targeting, you see which are the converting topics
which you have got. And you tried to add
more topics from there. And you can pause the ones which are not
performing that well. Here as you can see, these ones, you can go ahead and add
similar kinds of topics from here which you can do and the ones which are
not doing that well, maybe you can go
ahead and post them. Same thing which we can do
with placements as well, wherein we see which placements
are actually working based on which we go
ahead and modify them. Okay. We can just remove the we can exclude those
placements which I just increasing our spend and not getting us
those conversions. So we can just control
our costs by excluding such placements and add only those more placements which are high
performing right now. And we tried to add
similar kind of placements from our
Google Display Network. Another approach
which we have here is we look at the website,
will look at the website. What kind of a product are we trying to advertise out here? And we've put the
website product in Keyword Planner to
see what kind of keywords is being searched. Searches which are
happening related to it. Now, based on which, we start building
out our campaign. So we select certain keywords based on historical performance. We see the forecasting
what kind of clicks, impressions they can bring in. And we build a
brand new campaign in which we put them into different ad groups and we build relevant ads and have relevant
landing pages for them. That can be another way
with which as well you can go ahead and optimize the
campaign for conversions. These are all going to be the ways by which you
will be able to optimize a campaign for conversions to improve its conversions
and conversion rate. The other thing which
you can also do is you can look at the bidding
strategy of it. If you want to control the
cost of the conversion, then you can't possibly use a target CPA bidding
method in the campaign. Target CPA will
basically help to limit the cost at which we're
getting our conversions. With this bidding strategy, google will try to get your conversions
at a certain cost. So that way what happens
is it becomes all the more easier for you to get conversions
at a reasonable rate. If suppose it is going
to be a case wherein the business is more
oriented towards revenue, then in that case, you can have a bidding
strategy which is, we can look at maximize conversion value or
width target airways. With maximize conversion value, the focus will be on generating as much
revenue as possible. However, when you
set a target ROAS, the target ROAS is going to, you can set a specific
target on it. And with that target
being specified, the campaign will try to
reach the target for you. So those can be the different scenarios
which we can use out here with respect to optimizing
campaign for convergence. I hope this makes sense. And now you understand how to optimize a campaign for
conversion specifically. Thank you so much guys for listening into this
session today. Have a great day, guys.