Google Ads Masterclass: Internal Training for Million-Dollar Budgets Part 1

muhammad: 00:00:11

This is starting off and they want to scale pretty aggressively.

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So the very first thing I'm going

to make the assumption that 95

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percent of their data is wrong.

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I'm not going to judge it off

the old account performance.

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I'm going to judge it based off

what I have from the day forward.

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So in a situation like that, the

very first thing that I do is

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take all their budget and toss

it into standard shopping to see.

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How well their business reacts to cold

traffic now that tells me Mostly how

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well their brand is recognized and

what people think of their brand So

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if I have a cold traffic campaign,

which is this one here Converting

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If I have a cold traffic campaign

like here, that's converting at a 1.

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35 percent for something like soap,

2 percent or like some of these

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are converting at, I mean, not bad

percentages, pretty good e commerce

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conversion rates if you ask me.

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To me, that means that

it's a product people want.

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It's a product people like it's a

brand people like there's some form

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of awareness for some reason people

like buying their products Now for

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now, it's a matter of figuring out

how i'm going to scale this, right?

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So first step figure out how well the

brands react to cold traffic in this case.

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This is soaps If anyone ever posted

this one, you got to blur everything

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out because I don't even know if we're

allowed to talk about this client

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online, but blur everything out.

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But so the first step is to identify

how well the brand reacts to code.

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It tells me how good their brand is,

how good their website is, how good

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their language is, how good their

customers are, if it's even a viable

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market, how scalable that account is.

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So it tells you a lot of

things right off the bat.

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So in this situation,

it's reacting really well.

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So just for context, I

don't know let's go 60 days.

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This is a brand new account.

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Go ahead dean at this point Have

you made any sort of like title

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optimizations or any feed optimizations?

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Nothing.

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this is where I started the account here.

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This is a brand new account by the way

So I started manual manual manual got my

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conversion data and right here is when I

put TROAS on this campaign switch it over

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from manual to TROAS So I've got an update

on the account TROAS and spike spike spike

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the last two weeks It's just been going

uphill for me, which it's really good.

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We did a budget increase pretty much

I think it was like two six Let's

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just go look when we did these things

right to see how things adjusted so

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budget increase was done and you got

to measure how Different scenarios or

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different changes affects the campaign.

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So we had a budget

increase from 280 to 600.

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So remember that that

was done on the second.

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And then the bidding change when

did I make the change show details

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Then this was done on the 24th.

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Okay, so remember these two dates

So let's just say this week.

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So when we're making a change you want

to make sure you scale accordingly so we

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had a budget increase and a Change in bid

strategy if my cost stayed consistent and

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my conversions The number of conversions

of the people that are buying from me

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didn't go up along with my increase

in cost like it is Consistently going

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up right now That would have been bad.

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If my cost graph was something like

this, just pretend this is our cost

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in line, And I'm going to go and

this is my conversion line like this.

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It's still going up, but in a

less slower pace than it is here.

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That's bad for me because if it

looks bad here, chances are back end

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metrics aren't as accurate either.

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it's not affecting growth as much.

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You want things to be in line.

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So if you increase spend by, I don't

know, 30%, you want back end metrics,

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your conversions in Google kind of

to align with a 30 percent increase.

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Overall, does everyone follow that?

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Yeah.

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Okay.

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Nice once I know that this is scalable

I start pushing budget into the

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shopping campaigns to whatever extremes

I can Right now we're at 600 a day.

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This is probably going to sit at 600 a

day regardless of what anyone says for

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Probably till the end of the month, three

to four weeks is roughly where I like to

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keep it at a consistent state where until

it either fully stopped increasing, like

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this is still an upward strength to me

until it hits a wall in terms of how many

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new customers I can get with my set budget

or it just stops getting better basically,

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but three to four weeks is usually what it

takes for it to hit that consistency and

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then I just start increasing budgets more.

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And right now Google is saying I can

to: 1800

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affecting my cost per conversion.

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Of course, I won't increase it that much.

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Realistically, this was probably

go from 600 to maybe a thousand if

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I wanted to next time, It's just a

guesstimate of how risky you are.

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I've done double increases.

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I've done triple.

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It's just a matter of how

risk taking the client is.

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That's an initial judgment, but

how do you set this up so you can

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actually leverage this data after?

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So what do you see on the

left how is it set up?

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Category per product.

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The more narrow you can get, the better.

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Why?

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Because all this keyword

data that you have here.

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On a per product.

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This is a set of per product.

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I like to set up shoppings

on a per product basis.

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So all this keyword data All this keyword

data that it's giving me on a per product

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basis, guess what I can do with it?

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Someone tell me what I can do with it.

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Okay, still sold keyword

product, which is this.

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Inbound search.

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Yep.

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And don't search.

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What else?

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YouTube, everything.

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Right?

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Exactly.

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Right now.

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I know for a fact that These two, I

don't know, let's just go, these three ad

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groups are killing it, whatever, right?

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They're doing really well.

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And I know exactly what

keywords work well for them.

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So let's say, like, whatever, crystal

soap, pure crystal soap, peppermint oil,

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for some reason, oh no, that doesn't have

a conversion, I didn't even organize,

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south suds, This stuff it works, right?

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So I know for a fact if I went into a

search campaign and took I don't know

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that last 90 days worth of data Which

is probably what I'll do with this and

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launch it with these keywords that I know

are converting at really good Conversion

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rates really good cost per convergence.

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How Likely, is it that that search

campaign is gonna succeed for me?

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Somebody, go ahead, Could I ask

you to digress a little and go

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through the structure of those

three campaigns that you set up?

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Yep, I'm gonna go through the

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budget allows so, right?

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No, it works regardless.

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I mean, if, think of it this

way, you had 100 a day, were

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you gonna test all the products?

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Yeah.

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You have 100 a day, you split it up,

are you testing all the products?

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No, only selected products, like

the best of the best of the best.

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No, I would still test all of

them, even if it's split out.

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Okay.

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Right, because if it's a good product,

it's still going to outperform.

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Like, look at this.

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What do you see here in terms of, I

want you to look at two things, one

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convergence and how much I spent.

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I don't know.

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I guess he has spent where's

my cost column, this column.

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So what do you see between these

ad groups in terms of the products?

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Assume they're all singular products,

which they are, by the way, they're

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just one product and their variants,

the ones that are doing well are getting

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the budget that are getting attention.

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The ones that Google doesn't think it

can sell or doesn't have the budget for.

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Yet, they're not getting nothing.

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It's spending majority of

its budget here to get a 1.

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23 ROAS compared to toothpaste,

whatever, let me sort by cost.

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Like majority here compared to sugar

soap, I don't even know what that is.

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Toothpaste, bar soap, hair

cream, all that stuff.

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Right.

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So if a product is going to

sell, it's going to sell.

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You don't have to overthink it.

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You don't have to split it out

into separate campaigns to be like,

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are they going to sell or not?

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Sure.

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It might take longer if you have

a million products, but if you

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have like 20 products, if it's

going to sell, it's going to sell.

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It's it's just, just give

it the budget and time.

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Right.

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And Google will choose which

one to switch when it wants.

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Don't try to force your way into it.

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Let Google decide what it wants to

sell and it'll sell it better than you

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probably will be able to figure out.

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Right.

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Does that make sense in terms

of the splits in this campaign?

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The split is this, and then we have cold

traffic purely in case nobody believes me.

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It's cold.

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There's no brand term here.

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I'll leave it.

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So, by clicks, I sort

of got if it's a branch.

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Yeah, nothing, or maybe there is

1 that popped up here and just

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casually negative that 1 here.

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But, Hey man, 95 percent

of it wasn't burned.

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Why am I doing a phrase, by the way?

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Somebody explain that to me.

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It will go all the way around, okay?

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Great.

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I don't want to sit here and

every time someone types spells...

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This one then types whatever soap

or types something of it after.

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I don't want to sit here and edit it.

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If I know that that's a variant

that people misspell of the brand

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name, I'm going to put it as a

phrase, so I don't have to worry

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about any of the other terms.

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I don't know if I put it in

the right hit list, but...

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There.

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So it was also cold.

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So now the structure of these

campaigns, before we move on, who's

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worked with this structure so far?

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I've tried it and, but it

has only worked a few times.

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Sometimes the keywords just on the, just

like sniff out between for example, brand

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goes and have a funnel and vice versa.

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Yep.

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So the reason the keyword sniffed out

is because you don't have enough budget.

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So the way it works is this is your first

campaign, which is high priority, right?

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Wait, before I go in depth

of it, does everyone else

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know how the structure works?

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Just raise your hand if you've

never worked with this structure.

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So I know how in depth to go.

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So can I just, Hizan,

Hizan, Vivek, have you?

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Gaurav hasn't.

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Abbas, what about you?

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I worked on this maybe

last eight months back.

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Okay.

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So the structure is

actually pretty simple guys.

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The thought process is to split cold

traffic and brand traffic because

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if Google likes a keyword, whether

it be shop, whether it be search, it

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will start prioritizing that keyword.

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So when I go into this

campaign, what you'll see is

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pretty much all brand.

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Everyone see that, right?

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Yes.

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Pretty much all brand.

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How did this structure work?

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It's a lot simpler than you think.

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You have 3 campaigns.

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1, 2, 3 in this order, right?

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So this first campaign here is the catch

all campaign which captures every keyword

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Known to men or people for whatever

Google wants to pop up for these, right?

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But what we do is we

exclude brand terms from it.

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So anything that's brand related We negate

it out and we set this to high priority So

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Google will see this campaign first before

it looks at any of the other campaigns.

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Does that make sense?

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So it's high priority Google sees

this campaign first before it

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moves on to other campaigns, right?

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So all our cold traffic

no brand shows up here.

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So what do we do with the brand?

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We put the brand in a second campaign,

which is a lower setting a lower priority

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level So that one is high priority.

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So this one gets preference.

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This one is low priority So this one

gets looked at after what does that mean?

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Someone searches castile soap.

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It's showing up in that campaign.

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Someone searches brand name Google's gonna

see it's negated out in our top of funnel

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campaign Let's push it on to the next

campaign in terms of the priority level.

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So it goes down the funnel like that

That's how it nitpicks at it That's

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how I get purely brand terms here.

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So now a lot of the time what happens

is non brand terms leak into it.

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So there's no way to completely

stop that from happening.

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There's ways to control

it and decrease it.

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One of the ways we do that is what I

like to call the wall campaign, which

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is essentially your products set at

1 cent CPC for at medium priority.

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So the reason majority of the times

keyword leak out is when you don't have

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enough budget google will spend your

six hundred dollar budget And then it'll

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go to the next campaign in the priority

level So let's say this is high priority

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It goes to the next campaign and it

runs out of budget It goes to the next

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campaign which will be this campaign

which is medium priority And that'll start

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spending money here and bidding whatever

you set to it But if you set the bid

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really low to like one cent google will

go in To the option with one cent bids.

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If it wins, it wins.

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I get a one cent quick.

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If it doesn't, I lose nothing.

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Right.

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And then the brand is still protected.

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So we kind of filter

out a very large amount.

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This campaign always looks amazing,

but go to one sec and that's 150.

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So it's not meant to get you converted.

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It's not meant to grow your account.

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Is this meant to act as a barrier between

your cold terms and your brand terms?

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Does that make sense?

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Hey, I have a question.

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What's the difference between these

and a middle of the funnel campaign?

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We don't have a middle of

funnel campaign right now.

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This is purely cold.

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But what would be the

difference in terms of setup?

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So what have you excluded from top of

the funnel wall, like SKUs and brand?

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Yeah, this one.

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Yep.

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SKUs and brand.

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Got it.

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Same thing I've excluded here.

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For middle of funnel,

that would be different.

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That's a different setup.

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This is like for a per brand basis,

like you own a singular brand.

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Okay, right.

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That's a different setup.

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It would work in the sense.

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That would go.

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We'll save that for next week, Dean.

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I'll tell you.

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Okay, let's do that.

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Thank you.

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Right.

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So does Gaurav, you have your hand up?

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Still up.

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Am I frozen?

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Cameras on.

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Yeah, we can see you.

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Oh, I can't see anybody.

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So I was like, wait, what happened?

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Anyways, that's the shopping center.

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Do you check your product titles

before running these standard shopping?

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Like what are your titles?

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No.

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So what about this?

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Yeah, these haven't been changed.

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This was initially basically what they

had set up What I do do is once I have

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enough data, I would wait till 90 days

worth of data I'll go into keywords and

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go on a per level do this Take my keyword

list Put it in a word cloud and see what

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keyword pops up the most and add those

to my title that convert well So if I

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see whatever the heck this is converts

really well for me And it's working in

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bar, so I would include it in the title,

but I wait for the data to populate.

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I don't play a guessing game

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How do you analyze like cost or does

the convergence or something else?

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It's a lot simpler than you think.

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let's just assume all this

data is for one product, right?

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So it'd be.

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Organized by conversions.

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And then I randomly choose

a ROAS value that I like.

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For this, let's just, because they're

like very low price point product,

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like it'll be like 20, 30 bucks.

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I'm just gonna go with like a 1.

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5.

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these are my keywords I'm working with.

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So I'll look at natural toothpaste.

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Cool, that works well.

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Norland toothpaste, that's a unique

term that I haven't thought of or I

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haven't used or seen anywhere, right?

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Organic body watch seems to

be working well for them.

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It's converting at whatever

six dollars, right?

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So i'd look at stuff like this

and then choose the keywords

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I want and put it in there.

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Does that make sense?

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So there's not an exact science

if that's what you're looking for

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about us.

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We follow

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Hello, i'm gonna assume.

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Yeah, but yeah, and I would also start

incorporating these into what you call

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it The descriptions I would re edit the

descriptions like I did recently for the

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bigger client I have I basically Took all

the data here filtered out the keywords

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: 00:15:07

I wanted, filtered out the, whatever

thresholds I wanted, and I went to chat

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: 00:15:11

GPT, and I'm like, here's the keyword

data, here's the product, write me a

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: 00:15:15

product description and product title

for Google, let it analyze, instead of

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: 00:15:18

you can sit here and analyze, or you

can let it analyze and do it, right?

328

: 00:15:21

use the tools you have, and then

I sent it to the client, which I'm

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: 00:15:24

still waiting on approval for, but.

330

: 00:15:25

Basically that simple as that.

331

: 00:15:27

So everyone followed that.

332

: 00:15:29

Yes.

333

: 00:15:30

For using chat.

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: 00:15:32

Everybody followed that.

335

: 00:15:33

Go ahead Abhishek.

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: 00:15:34

What would you do if, let's say, you are

not getting any conversions from standard

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: 00:15:38

shopping or let's say from this structure.

338

: 00:15:40

And you are also not getting the right

systems in the standard shopping.

339

: 00:15:45

So then you actually need to do

title optimizations, redo your

340

: 00:15:49

description, redo your liner.

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: 00:15:50

Majority of the time, Google takes from

your landing page more than it takes

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: 00:15:54

from your description and vice versa.

343

: 00:15:56

But not vice versa.

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: 00:15:57

It takes information from your

landing page and description.

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: 00:15:59

As long as it's like semi on par with what

the product actually is, then it's fine.

346

: 00:16:04

Yeah, I just have this example, like

in, we changed all of our descriptions.

347

: 00:16:09

They also had, you know, we

changed all of our titles.

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: 00:16:13

We also had good, you know, product

description, but after that, the

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: 00:16:17

standard shopping campaign was not

picking the systems like, you know,

350

: 00:16:20

ads and sunglasses, headscarf you

know, kind of those systems.

351

: 00:16:24

It was just picking like baseball,

cats, those kind of systems.

352

: 00:16:27

so what you're saying is you want to

focus on very particular search terms.

353

: 00:16:32

You could do that too with

this honestly, with this setup.

354

: 00:16:35

Like is TROS, you know, makes

the difference or like, because I

355

: 00:16:40

guess we were running the campaign.

356

: 00:16:41

You know how we're doing

it with the first campaign.

357

: 00:16:44

That's like the catch all

with all the bad terms.

358

: 00:16:47

And then we're filtering out

the terms we actually want

359

: 00:16:49

and bidding on those instead.

360

: 00:16:51

these campaigns also in the last seven

days, those campaigns also are just

361

: 00:16:54

spending, but we are not getting any

conversion from the spender shopping.

362

: 00:16:57

I mean, it's better to get spend on

relevant terms and not convert than to

363

: 00:17:01

waste money on bad terms and not convert.

364

: 00:17:03

If you're spending on relevant

terms and not converting, then

365

: 00:17:06

it's time to go reassess your

website, reassess your product.

366

: 00:17:09

Yeah.

367

: 00:17:09

Right.

368

: 00:17:09

Because you can send relevant traffic.

369

: 00:17:11

You can't convert someone.

370

: 00:17:12

I can send Glenn to, I don't know

if Glenn's looking for hot Cheetos.

371

: 00:17:16

I can get Glenn to click on

a hot Cheeto link, right?

372

: 00:17:19

But the website itself where

people actually want to want

373

: 00:17:22

to buy the product, right?

374

: 00:17:23

But Glenn's gotta actually want to buy

the hot Cheetos from Abhishek's website.

375

: 00:17:28

are not running any PMAX

campaign with this structure?

376

: 00:17:31

No.

377

: 00:17:32

Not here.

378

: 00:17:33

so will you consider attribution

problem here as well?

379

: 00:17:36

Like if you'll check your CMS,

what's what's selling out there.

380

: 00:17:39

But this is too small of a budget

right now for me to attribute

381

: 00:17:43

anything to attribution right now.

382

: 00:17:44

But that's a whole discussion

we can do another day.

383

: 00:17:47

Right now we're just talking

structures and setups.

384

: 00:17:48

So does everybody follow this?

385

: 00:17:50

Yeah.

386

: 00:17:51

Okay.