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

MUHAMMAD: 00:00:11

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

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data, I pretty much have all the data

I need to launch a search campaign.

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I have all the keywords I want to target.

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I have all the keywords I want to

include in my descriptions, in like my

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product descriptions, and I have all the

keywords that I want to, insertions for.

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did keyword insertions like last week

and half of the and everyone that I did

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keyword insertion for went for portrax

and like for this product here all these

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keywords are majorly based off of What was

converting in shop or what's converting

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in this campaign like these and then we

have keyword insertions for Basically

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terminologies that was consistent like

fat burners for I don't know women fat

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burners for men Fat burners for weight

loss was like it was popping up a lot or

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weight loss was just more like weight loss

Was a consistent term across the board

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that was coming up a lot in converting

paths of converting search term So I added

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that right Then these, well, I rewrote

all these as well to account for, and

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I just haven't gotten it approved yet.

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But all these have been rewritten

to account for those converting

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keywords of which people like.

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So we show up, get better scores.

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So these went from like a

good port to an excellent.

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So that's pretty cool here.

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So how do I set this up?

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The setup guys, I like simple structures.

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Simple structures, and leaving them alone.

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The setup for here is

literally their products.

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They have bundles and then

they have singular products.

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They didn't want to run bundles on this.

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So we have single product ad groups

sending them to the product pages

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stack at a tcpa With Max Convergence

TCPA and it's been left alone forever.

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I think the recent changes we

talked about last week was where

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we added like 2, 000 keywords.

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So now it's in the learning phase again.

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How many do we have now?

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I don't know.

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Yeah, like we have 4, 000.

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This was like maybe 200 first.

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So we added like a lot of

keywords recently and we're

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using TCPA as like a control.

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Over here to mitigate it so it doesn't

go crazy, but if we go into the

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early days of this campaign, whatever

that is, I honestly don't remember

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that you can see that it starts.

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It gets better.

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It's always going to hit a wall.

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You guys got to remember.

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It's always going to hit a wall,

the upwards trend over the span of a

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long, a long, a long, it started in

whatever December and till it took a

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whole month for it to hit its peak.

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consistent almost right?

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And I didn't touch this

campaign during this time.

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Neeraj is here.

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Neeraj.

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How much did we touch this

campaign after it was launched?

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we didn't touch this campaign at all.

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During this time, the last change

we made was literally two weeks ago.

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Basically the last, like the last

week of May and first week of June,

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when we were making all these changes.

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So I've left that alone completely

and untouched on a TCPA that

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I've seen deemed worthy of it.

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But that's that.

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Any questions on this?

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You even changed TCPA goals?

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No, nothing.

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I left all the complicated things.

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I got it.

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So once you're starting like the

sales campaign, after getting the

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sales from the standard shopping.

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So what, what window you are going to have

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

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just, around your account level goals?

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Around my account level goals.

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at least set it and forget it.

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Right.

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And then I just wait.

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Cause it's hits a wall within terms of

what I can spend into it, but like it did

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here, what you're seeing is basically this

over here is where we're staying steady.

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Everyone sees that, right?

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Give or take.

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Yeah.

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Right.

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But that's just the ratio and spend

cost and what I can do with it.

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But whatever that wall is, Google

will find it for you, right?

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But here's what's interesting

about TCP and BroadMatch.

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this is actually kind of cool,

keyword search term, search keywords.

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Okay.

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What do you see converting pretty much

as one of the best ones, supplements?

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It's a single word and it's

converting at a better rate than.

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Think supplement fat burner.

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I didn't specify the tag for fat

burn right weight loss supplements

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weight loss supplements It's not

very specific fat burn or fat loss

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Libido booster diet supplements like

none of these are specific to the

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product or anything It's just very,

very broad terms and a TCPA on it.

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Are people landing on the product page?

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Yeah.

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Because you gotta

remember, these are broad.

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There's some keywords.

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Whatever this is, there's

keywords before and after.

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So someone that might search for a

weight loss supplement might end up on,

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I don't know where they're going.

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I don't care where they're going.

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It's converting, I'm

getting a new customer.

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Everyone follow.

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Yes.

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But do this with caution.

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Sometimes you want to be, sometimes it's

better to be more specific and phrase

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match, but that's client to client and the

amount of data you have in the account.

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So use your judgment.

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Would you increase the TCPA now to

increase the span in this campaign?

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So the problem is I did increase, we're

at the TCPA of cold traffic that he's

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comfortable with at these thresholds.

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If he had more legroom,

then yes, I would have.

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

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Right now, these TC

PIDs isn't actually 60.

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Realistically, what we're saying

for a new customer, what it's saying

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here is 94, but it's actually around

200 according to backend data.

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Because the problem with search,

what I've noticed is that it's

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part of multiple touchpoints.

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People like clicking on search ads more

than they like clicking on shopping ads.

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I'm one of those people, I

always click like the first five

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links that are my things, but I

never click the shopping link.

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Like I'll click the shopping link

later when I'm like all pretty much

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ready to buy, anybody else do that?

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And then that becomes part

of multiple touch points

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instead of a final conversion.

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I know Colby is guilty of it too, Colby.

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You told me.

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Can you say that again?

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Search is more of a support

kind of network in my opinion.

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It works well with cold too, but

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

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seen it be part of customer paths.

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In the sense that it's a longer

customer path than an actual one click

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purchase kind of situation where people

like to click on it multiple times.

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Like I'm one of those people that

will just search ads all the time.

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And once I'm familiar with a brand and

let's just say I'm looking, searching

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weight loss supplements, right?

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And then I see their shopping ad, right?

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I'll click their shopping ad after.

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Oh, I saw this brand.

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Does that make sense?

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Yeah, let's see.

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Who else does that?

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How many of you actually click the

shopping ads over the search ads?

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Nobody runs that in Nicaragua,

so Vivek is like, not me.

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I just go for the shopping ads.

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That's just right.

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That's fine.

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But yeah, I do that too.

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So it depends on product also sometimes.

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Yeah.

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Sometimes when I'm searching for

a grocery thing, then I click on

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shopping ad and then buy item.

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Fair enough.

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So that was search.

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What else?

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that's basically hierarchy.

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First I start with shopping.

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Then I go into search.

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And then I go into YouTube.

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TURTLE.

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I'm doing pretty good.

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It's getting better.

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DOT.

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It's dead now.

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YouTube.

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I personally like the

same setup per product.

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And a single one, but because of

the nature of the client, this one

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has to be set up per individuals.

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That's my shopping campaigns

too, because it's just, he spends

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money on certain products on some

certain scenario or situation.

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So we need more control of it,

but I personally like these set

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up where it's like, look at this.

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

and then it went down because I

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turned on optimized targeting.

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Don't do an unoptimized

targeting as a bad test.

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I'm still testing it, but so

far everyone that's tried it.

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Having bad results, but I'm going to

test it for a little longer and see

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what happens for a week, but this

is also an optimized targeting and

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this is dead, but that's the moral

of the story is just set it up.

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Forget it.

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Like this one.

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Oh, how do I get my audiences for these?

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Okay, who wants to guess?

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I'll get my audience for

these that I know will work.

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It's good.

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Just go ahead.

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Yes.

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It's a lot easier.

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So remember how it was like,

how we started shopping to

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get his keyword data, right?

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Using that keyword data, we created search

campaigns, so we know what campaigns work.

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It's the same thought process.

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Use data that we know works.

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So, we had shopping campaigns that...

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Also had a brand campaign, correct?

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Right.

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those brands, would it be believable

if I said those brands, the people

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buying those brands are my customer

base, there would be in specific

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audiences in terms of consistency.

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And here's where I get my audiences

for my audiences that I want to target.

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Go to the brand, go to the

insights, go to the audiences.

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I don't even have to think

go hunting for audiences.

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I know exactly which audiences to target.

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There's no.

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involved.

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Do you think it makes sense to

add all audiences as observations

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on your search campaigns?

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You don't need to.

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So that was before Google

started giving us these insights.

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Like if I go into search now

like for cold, let's just see it

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should give me audiences here too.

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Yeah, there we go.

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All my audiences are right here.

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The ones that work, right?

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You don't need to think about it.

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Just go for the ones that work.

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And I think, I don't know

if it goes that specific.

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Yeah, it doesn't go that specific.

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But it still gives you a general vicinity

of what the audience for your product is.

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Don't overthink it, right?

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So we have, one we have, so

now we have a keyword audience.

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Because we know what keywords

work for what product.

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Right.

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And now we have audience, well in market

and affiniate audience that we don't work

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for their business yet to add groups that

you know, are going to work right there.

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Given you have good creatives.

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Does that make sense?

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That makes sense.

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And if we want to target similar

businesses, we can have the URLs

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from the options accessible.

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I mean, I don't like doing that.

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I just feel like these audiences

are big enough, like, I don't

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know why people do that, honestly,

because these audiences are how big?

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Affinity?

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Six.

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I don't know.

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Very big.

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They're like billions, millions of people.

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You're not going to run out

of people to target there.

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YouTube works well with

larger audiences as well.

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Just Google in general.

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If you tie it up into like, just focus

on these, it kind of struggles more.

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But that's my short summary of how

to, how I transitioned from the

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start phase to skill to different

campaigns in larger accounts.

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Questions, concerns, comments,

anybody actually like that?

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Was that useful?

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Yes, thank you for sharing.

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I liked it.

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And it was useful.

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Thanks, Colby.

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

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You're amazing.

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You're one of the greatest

teachers I've ever, ever had the

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experience to listen to someone.

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That's why I love university.

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We're very privileged.

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Yes.

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Each day, I think, thank God for them.

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Thanks, man.

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I try.

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

brand new campaign and we don't have

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a lot of insights inside Google, you

can actually go into analytics and

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do a search for analytics audience.

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I did that too.

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Like I used to do that, but the analytics

audience and the Google audiences are

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very different in terms of overall, like

some of them are way off, but what you

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

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All we need is one audience.

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So if you went into analytics, looked

at audiences and sought by 12 months

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and look for audiences that have high

conversion rates, like 2%, 3 percent

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conversion rate, minimum 1000 impressions.

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And you really, if you don't have any

data, you can find something in analytics.

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You'll find a high converting in market

audiences are probably The best intent

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type audiences other than keyword custom

intent audiences, but that's most of

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the stuff you will the signals we'll see

inside google adwords Anyway, guys the

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signals you got to think of it this way

There's millions and billions of people

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for in each of these audiences each of

these keywords signals everywhere, right?

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It's just a matter of giving google

a starting direction like start here.

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It's not gonna stay there Obviously,

it's always going to explore more but

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it's like start here Kind of situation.

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Does that make sense?

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Who else has questions?

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Everyone's just a genius.

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I had one.

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What's up Colby?

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Your honor.

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Okay.

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I am a liker of grouping things together.

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I've had standard shopping campaigns, like

not work, I haven't run them individual.

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Like I liked the idea of putting them

individual because then you can like

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turn the dials and things are going well.

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But I've also liked grouping them

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

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doing your method here, like, at all

costs, we want to basically not group

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

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

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like, worst 80 percent or something into

the strategy that, like, Should that

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just be a separate strategy altogether?

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That's like a completely

different strategy.

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I just like keeping them all together.

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Yes, there are times where like one

product just starts spending and

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converting, and yeah, you do have to

remove it, but majority, like if that

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happens, like if you have a very large

catalog and Google has to find products at

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some point, it will spend a good chunk of

money on Random product and try to convert

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it, which it won't during those times.

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You do have to remove those products,

like remove them completely.

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You don't want to just keep on the

old someone said it's going to work.

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No, you got to remove those.

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You got to let Google find the winners,

but I don't like the thought process of.

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Splitting things out.

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I like shared data.

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And the reason I said this, the supplement

client that I had that was running

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on all the one where I was sharing

was per product per ad group, right?

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What was interesting is we scaled that

client from literally, what was it, like

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

ad spend purely using that structure.

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What now, here's what I said, I

keep saying, I keep saying what was

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interesting, but what basically was

interesting was if one ad group was

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down one week, the other would cover

for it in overall spend, overall

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conversions and everything, right?

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And it would, it would give it a

consistent scale across the board to

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the point where It was still scaling

at 25, 000 a day, but we just decided

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to go to PMAX and try that again.

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But, now we're split up,

but you get my point.

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Yeah, I catch ya.

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it just means I have to open

my arms a little bit more.

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But that's okay.

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Embracing hug.

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no, I like that.

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You're making me learn things.

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Yeah, Kobe.

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

Glenn learned, and Abhishek gets to see.

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I'm not always right,

like a lot of the time.