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0:00 Google Ads Masterclass: Internal Training for Million-Dollar Budgets Part 2

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Then we get into, once shopping has enough data and I have enough

2

data, I pretty much have all the data

I need to launch a search campaign.

3

I have all the keywords I want to target.

4

I have all the keywords I want to

include in my descriptions, in like my

5

product descriptions, and I have all the

keywords that I want to, insertions for.

6

did keyword insertions like last week

and half of the and everyone that I did

7

keyword insertion for went for portrax

and like for this product here all these

8

keywords are majorly based off of What was

converting in shop or what's converting

9

in this campaign like these and then we

have keyword insertions for Basically

10

terminologies that was consistent like

fat burners for I don't know women fat

11

burners for men Fat burners for weight

loss was like it was popping up a lot or

12

weight loss was just more like weight loss

Was a consistent term across the board

13

that was coming up a lot in converting

paths of converting search term So I added

14

that right Then these, well, I rewrote

all these as well to account for, and

15

I just haven't gotten it approved yet.

16

But all these have been rewritten

to account for those converting

17

keywords of which people like.

18

So we show up, get better scores.

19

So these went from like a

good port to an excellent.

20

So that's pretty cool here.

21

So how do I set this up?

22

The setup guys, I like simple structures.

23

Simple structures, and leaving them alone.

24

The setup for here is

literally their products.

25

They have bundles and then

they have singular products.

26

They didn't want to run bundles on this.

27

So we have single product ad groups

sending them to the product pages

28

stack at a tcpa With Max Convergence

TCPA and it's been left alone forever.

29

I think the recent changes we

talked about last week was where

30

we added like 2, 000 keywords.

31

So now it's in the learning phase again.

32

How many do we have now?

33

I don't know.

34

Yeah, like we have 4, 000.

35

This was like maybe 200 first.

36

So we added like a lot of

keywords recently and we're

37

using TCPA as like a control.

38

Over here to mitigate it so it doesn't

go crazy, but if we go into the

39

early days of this campaign, whatever

that is, I honestly don't remember

40

that you can see that it starts.

41

It gets better.

42

It's always going to hit a wall.

43

You guys got to remember.

44

It's always going to hit a wall,

the upwards trend over the span of a

45

long, a long, a long, it started in

whatever December and till it took a

46

whole month for it to hit its peak.

47

consistent almost right?

48

And I didn't touch this

campaign during this time.

49

Neeraj is here.

50

Neeraj.

51

How much did we touch this

campaign after it was launched?

52

we didn't touch this campaign at all.

53

During this time, the last change

we made was literally two weeks ago.

54

Basically the last, like the last

week of May and first week of June,

55

when we were making all these changes.

56

So I've left that alone completely

and untouched on a TCPA that

57

I've seen deemed worthy of it.

58

But that's that.

59

Any questions on this?

60

You even changed TCPA goals?

61

No, nothing.

62

I left all the complicated things.

63

I got it.

64

So once you're starting like the

sales campaign, after getting the

65

sales from the standard shopping.

66

So what, what window you are going to have

with TCP, it's going to be a broader or

67

just, around your account level goals?

68

Around my account level goals.

69

at least set it and forget it.

70

Right.

71

And then I just wait.

72

Cause it's hits a wall within terms of

what I can spend into it, but like it did

73

here, what you're seeing is basically this

over here is where we're staying steady.

74

Everyone sees that, right?

75

Give or take.

76

Yeah.

77

Right.

78

But that's just the ratio and spend

cost and what I can do with it.

79

But whatever that wall is, Google

will find it for you, right?

80

But here's what's interesting

about TCP and BroadMatch.

81

this is actually kind of cool,

keyword search term, search keywords.

82

Okay.

83

What do you see converting pretty much

as one of the best ones, supplements?

84

It's a single word and it's

converting at a better rate than.

85

Think supplement fat burner.

86

I didn't specify the tag for fat

burn right weight loss supplements

87

weight loss supplements It's not

very specific fat burn or fat loss

88

Libido booster diet supplements like

none of these are specific to the

89

product or anything It's just very,

very broad terms and a TCPA on it.

90

Are people landing on the product page?

91

Yeah.

92

Because you gotta

remember, these are broad.

93

There's some keywords.

94

Whatever this is, there's

keywords before and after.

95

So someone that might search for a

weight loss supplement might end up on,

96

I don't know where they're going.

97

I don't care where they're going.

98

It's converting, I'm

getting a new customer.

99

Everyone follow.

100

Yes.

101

But do this with caution.

102

Sometimes you want to be, sometimes it's

better to be more specific and phrase

103

match, but that's client to client and the

amount of data you have in the account.

104

So use your judgment.

105

Would you increase the TCPA now to

increase the span in this campaign?

106

So the problem is I did increase, we're

at the TCPA of cold traffic that he's

107

comfortable with at these thresholds.

108

If he had more legroom,

then yes, I would have.

109

It's just based off your client's goal.

110

Right now, these TC

PIDs isn't actually 60.

111

Realistically, what we're saying

for a new customer, what it's saying

112

here is 94, but it's actually around

200 according to backend data.

113

Because the problem with search,

what I've noticed is that it's

114

part of multiple touchpoints.

115

People like clicking on search ads more

than they like clicking on shopping ads.

116

I'm one of those people, I

always click like the first five

117

links that are my things, but I

never click the shopping link.

118

Like I'll click the shopping link

later when I'm like all pretty much

119

ready to buy, anybody else do that?

120

And then that becomes part

of multiple touch points

121

instead of a final conversion.

122

I know Colby is guilty of it too, Colby.

123

You told me.

124

Can you say that again?

125

Search is more of a support

kind of network in my opinion.

126

It works well with cold too, but

it's, I've seen it been, I've

127

seen it be part of customer paths.

128

In the sense that it's a longer

customer path than an actual one click

129

purchase kind of situation where people

like to click on it multiple times.

130

Like I'm one of those people that

will just search ads all the time.

131

And once I'm familiar with a brand and

let's just say I'm looking, searching

132

weight loss supplements, right?

133

And then I see their shopping ad, right?

134

I'll click their shopping ad after.

135

Oh, I saw this brand.

136

Does that make sense?

137

Yeah, let's see.

138

Who else does that?

139

How many of you actually click the

shopping ads over the search ads?

140

Nobody runs that in Nicaragua,

so Vivek is like, not me.

141

I just go for the shopping ads.

142

That's just right.

143

That's fine.

144

But yeah, I do that too.

145

So it depends on product also sometimes.

146

Yeah.

147

Sometimes when I'm searching for

a grocery thing, then I click on

148

shopping ad and then buy item.

149

Fair enough.

150

So that was search.

151

What else?

152

that's basically hierarchy.

153

First I start with shopping.

154

Then I go into search.

155

And then I go into YouTube.

156

TURTLE.

157

I'm doing pretty good.

158

It's getting better.

159

DOT.

160

It's dead now.

161

YouTube.

162

I personally like the

same setup per product.

163

And a single one, but because of

the nature of the client, this one

164

has to be set up per individuals.

165

That's my shopping campaigns

too, because it's just, he spends

166

money on certain products on some

certain scenario or situation.

167

So we need more control of it,

but I personally like these set

168

up where it's like, look at this.

169

It went up, up, up, up, up,

and then it went down because I

170

turned on optimized targeting.

171

Don't do an unoptimized

targeting as a bad test.

172

I'm still testing it, but so

far everyone that's tried it.

173

Having bad results, but I'm going to

test it for a little longer and see

174

what happens for a week, but this

is also an optimized targeting and

175

this is dead, but that's the moral

of the story is just set it up.

176

Forget it.

177

Like this one.

178

Oh, how do I get my audiences for these?

179

Okay, who wants to guess?

180

I'll get my audience for

these that I know will work.

181

It's good.

182

Just go ahead.

183

Yes.

184

It's a lot easier.

185

So remember how it was like,

how we started shopping to

186

get his keyword data, right?

187

Using that keyword data, we created search

campaigns, so we know what campaigns work.

188

It's the same thought process.

189

Use data that we know works.

190

So, we had shopping campaigns that...

191

Also had a brand campaign, correct?

192

Right.

193

those brands, would it be believable

if I said those brands, the people

194

buying those brands are my customer

base, there would be in specific

195

audiences in terms of consistency.

196

And here's where I get my audiences

for my audiences that I want to target.

197

Go to the brand, go to the

insights, go to the audiences.

198

I don't even have to think

go hunting for audiences.

199

I know exactly which audiences to target.

200

There's no.

201

involved.

202

Do you think it makes sense to

add all audiences as observations

203

on your search campaigns?

204

You don't need to.

205

So that was before Google

started giving us these insights.

206

Like if I go into search now

like for cold, let's just see it

207

should give me audiences here too.

208

Yeah, there we go.

209

All my audiences are right here.

210

The ones that work, right?

211

You don't need to think about it.

212

Just go for the ones that work.

213

And I think, I don't know

if it goes that specific.

214

Yeah, it doesn't go that specific.

215

But it still gives you a general vicinity

of what the audience for your product is.

216

Don't overthink it, right?

217

So we have, one we have, so

now we have a keyword audience.

218

Because we know what keywords

work for what product.

219

Right.

220

And now we have audience, well in market

and affiniate audience that we don't work

221

for their business yet to add groups that

you know, are going to work right there.

222

Given you have good creatives.

223

Does that make sense?

224

That makes sense.

225

And if we want to target similar

businesses, we can have the URLs

226

from the options accessible.

227

I mean, I don't like doing that.

228

I just feel like these audiences

are big enough, like, I don't

229

know why people do that, honestly,

because these audiences are how big?

230

Affinity?

231

Six.

232

I don't know.

233

Very big.

234

They're like billions, millions of people.

235

You're not going to run out

of people to target there.

236

YouTube works well with

larger audiences as well.

237

Just Google in general.

238

If you tie it up into like, just focus

on these, it kind of struggles more.

239

But that's my short summary of how

to, how I transitioned from the

240

start phase to skill to different

campaigns in larger accounts.

241

Questions, concerns, comments,

anybody actually like that?

242

Was that useful?

243

Yes, thank you for sharing.

244

I liked it.

245

And it was useful.

246

Thanks, Colby.

247

See Glenn, that's how you hype people up.

248

You're amazing.

249

You're one of the greatest

teachers I've ever, ever had the

250

experience to listen to someone.

251

That's why I love university.

252

We're very privileged.

253

Yes.

254

Each day, I think, thank God for them.

255

Thanks, man.

256

I try.

257

Um, The only thing, if you've got a

brand new campaign and we don't have

258

a lot of insights inside Google, you

can actually go into analytics and

259

do a search for analytics audience.

260

I did that too.

261

Like I used to do that, but the analytics

audience and the Google audiences are

262

very different in terms of overall, like

some of them are way off, but what you

263

can do is if you're looking for, okay.

264

All we need is one audience.

265

So if you went into analytics, looked

at audiences and sought by 12 months

266

and look for audiences that have high

conversion rates, like 2%, 3 percent

267

conversion rate, minimum 1000 impressions.

268

And you really, if you don't have any

data, you can find something in analytics.

269

You'll find a high converting in market

audiences are probably The best intent

270

type audiences other than keyword custom

intent audiences, but that's most of

271

the stuff you will the signals we'll see

inside google adwords Anyway, guys the

272

signals you got to think of it this way

There's millions and billions of people

273

for in each of these audiences each of

these keywords signals everywhere, right?

274

It's just a matter of giving google

a starting direction like start here.

275

It's not gonna stay there Obviously,

it's always going to explore more but

276

it's like start here Kind of situation.

277

Does that make sense?

278

Who else has questions?

279

Everyone's just a genius.

280

I had one.

281

What's up Colby?

282

Your honor.

283

Okay.

284

I am a liker of grouping things together.

285

I've had standard shopping campaigns, like

not work, I haven't run them individual.

286

Like I liked the idea of putting them

individual because then you can like

287

turn the dials and things are going well.

288

But I've also liked grouping them

together, but is it best, say, if we're

289

doing your method here, like, at all

costs, we want to basically not group

290

them together if we don't have to, like,

don't mix, like, top 20 percent versus,

291

like, worst 80 percent or something into

the strategy that, like, Should that

292

just be a separate strategy altogether?

293

That's like a completely

different strategy.

294

I just like keeping them all together.

295

Yes, there are times where like one

product just starts spending and

296

converting, and yeah, you do have to

remove it, but majority, like if that

297

happens, like if you have a very large

catalog and Google has to find products at

298

some point, it will spend a good chunk of

money on Random product and try to convert

299

it, which it won't during those times.

300

You do have to remove those products,

like remove them completely.

301

You don't want to just keep on the

old someone said it's going to work.

302

No, you got to remove those.

303

You got to let Google find the winners,

but I don't like the thought process of.

304

Splitting things out.

305

I like shared data.

306

And the reason I said this, the supplement

client that I had that was running

307

on all the one where I was sharing

was per product per ad group, right?

308

What was interesting is we scaled that

client from literally, what was it, like

309

2, 000 a day to maybe 25, 000 a day in

ad spend purely using that structure.

310

What now, here's what I said, I

keep saying, I keep saying what was

311

interesting, but what basically was

interesting was if one ad group was

312

down one week, the other would cover

for it in overall spend, overall

313

conversions and everything, right?

314

And it would, it would give it a

consistent scale across the board to

315

the point where It was still scaling

at 25, 000 a day, but we just decided

316

to go to PMAX and try that again.

317

But, now we're split up,

but you get my point.

318

Yeah, I catch ya.

319

it just means I have to open

my arms a little bit more.

320

But that's okay.

321

Embracing hug.

322

no, I like that.

323

You're making me learn things.

324

Yeah, Kobe.

325

And it turns out I'm not always right, as

Glenn learned, and Abhishek gets to see.

326

I'm not always right,

like a lot of the time.