Latest Google Ads Campaign Optimizations - 2025

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.