I believe we are live, please. Give me a moment. I'll make sure everything is working fine and we'll get started. Everything seems to be ordered. Hello, and a very warm welcome. My name is Uzair and it is five o'clock in the UK on the 27th of August, 2020. Every weekday, at this time, I come online on YouTube and go through certain topics and subjects on Google Ads, digital marketing, or pretty much anything to do with growing your business online and making sure that you are doing all the right things to increase your lead generation and sales. If you're new here the format of the sessions is very informal and friendly. I will go through the topic at the beginning of the session and towards the end of the session, I'll answer any questions you may have. There is a comment box on the right-hand side of your video.
Please put them in and I'll try my best to answer them for you. Hello Nabil. Hello, Mike. Lovely to see you guys over here and today I'm going to be talking about the account, Google Ads, account structure, what it is and how it is laid out, and how you can set up a solid structure so that you have a strong foundation. Just like when you are trying to, also someone is trying to build a building or a house, we need to lay down a strong foundation because if you don't have a strong foundation and you keep on building on top, the whole thing is going to collapse and this pretty much happens with Google Ads as well. I see a lot of accounts that are not set up the right way with regards to the campaign structure, the ad groups, and the keywords. Hopefully today you'll get an insight as to how we, in our agency, structure the campaigns. Keep putting your questions in the comment box and I'll come to that in a little while. Let me bring up my iPad.
Okay. We begin with the topmost level. It is your account level, then under that is your campaigns. You can have one, or you can have multiple campaigns. It really doesn't matter. But in between that, at the account level, you also have your billing, your account access to either yourself or to multiple users. Extensions, now this can be set up either at the account level or at the campaign level, but if you got a smaller account and there's not a lot of difference with regards to certain extensions relevant to certain campaigns, then I would recommend that you set them up at the account level. All your extensions, like call extensions, location, callouts, structured snippets, all of these, I put them up at account level. Then you don't need to worry about it once it's all done and set up and that's pretty much it. We've got our campaign then under the campaign, we have our ad groups.
Again, you can have one or many. If you've got lots of different services or products, then I would not recommend that you put them all in the same ad group you make them in a separate one. Under the ad groups, we have your keywords, your ads, and your negative keywords. Negative keywords are something where you can either have it at the ad group level, at the campaign level, or at the account level. What I mean by account level is there will be certain negatives that will apply to everything you are trying to promote or sell and you don't want your a** to show through for that...
The negatives, if they are applicable to the whole account and to any campaign or every campaign you set up, you make an account level negative list. And what you do is you then apply to every campaign you are running as you get new search queries coming in, and you find that these should be as negative keywords. Then what you do is you then go to your account level negative list and put them in. If you are running one campaign or 10 campaigns or multiple campaigns, it really doesn't matter because you don't need to keep adding these negative keywords to each and every account level. Everything you put in that list will be applied to all those campaigns. Now what we've got is, we've got our structure over here, so let's go a little bit deeper into how we should put this ad group, these keywords.
You want to make sure that you don't have lots of different types and kinds of keywords in the same ad group. One way of structuring your account is you can have a keyword in an ad group, which is the exact match, phrase, or broad modified. I usually normally do not recommend that you use broad match keywords because they are too broad. But even if you've got these three match types in an ad group you're pretty much good to go. I've seen other people ...
I've seen a campaign structure where somebody has put in an ad group where they've got one phrase match in an ad group, another one with the same keyword as exact, and another ad group as BMM. Now there's no such thing as the right way or the wrong way. It really depends on how you structure your account. The way we structure our account is, let me give you an example of, let's say 'bookkeeping' is my keyword, right? What we have got is we will have an ad group and the naming convention, as I always say, keep it consistent as well. You don't want to call it ad group as the name of that group, because they will all look the same, obviously. We would have the naming convention as bookkeeping or bookkeeper, and then we call it exact. In this one, we will have all the keywords, whether it is let's say local bookkeeper, local bookkeeping, bookkeeping expert, or something like that as an exact match.
We may have multiple keywords in this ad group, with the word bookkeeping in it. Then we have another one which will be bookkeeping BMM. This will only have one keyword, +book+keeping, and that's it and this is how we structure our ad groups in our campaigns. Then all these exact match keywords in the exact match, go into the bookkeeping broad modified ad group as negative because we don't want the exact match search query to be triggered by this one. We are sculpting the traffic into our exact match, every exact match keyword will be as a negative exact match and the BMM ad group. These two ad groups work in pairs. I know it might sound or feel like it's too complicated, but this is kind of like sculpting the traffic to the right ad groups. If you're fairly new and you want to get started, then what I would suggest is to put all these three keywords mashed up in one ad group and get started and start to get the results and then keep an eye on them, which is giving you the best results.
This is how we would structure our account campaigns, ad groups, and keywords and obviously, each ad group will have its own ad. Ads for the bookkeeping exact and the bookkeeping BMM would pretty much be well, they are the same because it's the same exact keyword which we use. Now I'm going to the comments and have a look as to what we've got. Any questions now are your chance to put them up. If you find these sessions helpful, useful, I would really appreciate it if you would take a moment or two and go to this webpage and give us a little review and as little, thank you for that, I will send you a link with your email and we'll hop on a 15-minute call and you can ask me any questions on a one-to-one basis.
I was on a call with Mike today. I believe Mike is here. Yeah, that's right. Yeah. Hi Mike and he kindly gave us a little review on the Google My Business page. I sent him the calendar link. We booked in a schedule and you too can hop on a call with me if you have any questions or queries. I'm going to go to the comments and see what we've got here. Please enter the questions here. Nabil. Hi there. "Recently all my merchant, Google merchant center has been suspended. I don't know if there are some updates against dropshipping." Yeah. They have become quite hot on these. I have seen, not me personally, but in some other accounts that I've come across because I do get this kind of questions sent all the time. "My account has been suspended. Please, can you help?"
Unfortunately, I can't help it, suspended accounts. Only Google can help you and no one else. If somebody says to you that "Look, pay me and I'll get to your accounts sorted out." You're throwing good money after bad, because there is, once the account is suspended, I don't know of any account which has been unsuspended. Unfortunately, you probably may have violated some policies of Google. You need to be very careful as to what you promote and what you are selling. Westley. "How do you do negative keywords for Youtube ads?" Those were completely different because a lot of the time we don't run ads or any kind of video or display on a keyword basis. What we are targeting the audience, basically the custom intent audience works really well and now they made some changes to how the custom intent and custom affinity audiences used to be set up so I'm going to do a little video very soon because the interface has changed and so that it doesn't cause you any confusion as to what I'm talking about.
A lot of the time we don't use, pretty much all the time, we don't use keywords. We use audiences, and that's where target those people and we do use a lot of negative placements. If we don't want to put any ads on certain apps or videos or websites, then we just keep adding to them and there are a lot of spammy websites, especially with domains ending with, or starting with .cn, .celebrity, .games and those kind of domains are all spam so we blocked them outright at the start of the when we start doing the campaigns. Thank you, Mike, for your comment meeting was very beneficial. I'm glad you enjoyed and I do thoroughly enjoyed meeting you and yeah.
Look forward to catching up with you sometime soon. Hi Adam. "Since keywords don't apply for display or video ads, is setting up audiences the best way to target potential customers? Are there any other techniques to consider?" Yeah, that's what I exactly I just said that you'd be much better off using the audiences. Once you find the placements, you can, as long as it is trending, and trending I mean is increasing the views, week on week and month on month. Some videos do get a lot of traffic for years, so you can set up placements as well. But targeting audiences is by far the best way or one of the best ways to go after your audience. You can go after something like a topic as well, and all the, you know, the categories which you have in the interface but I like going after these audiences. I think I've covered all the questions so thank you, everyone, for being here with me today and please do subscribe and like, click all the buttons around the video, but not the dislike one and I look forward to seeing you same time, the same place tomorrow. Thanks for joining in and goodbye for now.
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