Hello, in this video I'm going to show you how to structure a complete Google Ads account with the various campaign types which are search, display, video, and shopping.
Hello and thanks for joining in. My name is Uzair and I appreciate your time with me over here. If you haven't subscribed to our channel then please do so. We upload videos on a very regular basis and hit the bell button and you'll be one of the first ones to be notified when we do upload some new content.
So let's get started on this one. A lot of people get confused as to how to structure a campaign which campaigns to run and why you should be running multiple campaigns on different channels. Now Google search campaigns are the most popular one because that's where everybody starts off with which is fine because there is the highest intent over there. When you have a problem you go to Google you put in the problem and Google is going to offer you some kind of a solution. But that is also true for YouTube when we do want to learn something or be entertained we go to YouTube and we watch videos and that also is very high intent.
YouTube by the way is the second largest search engine after Google and Google own YouTube. So if you want to have a very comprehensive strategy for building up your brand as well as for generating new leads or sales I would highly recommend that you use to search, display, and Google display network altogether to create a multi-channel marketing strategy.
So let's go into how we would structure the campaigns and we'll start off with the search campaign where you want to create a campaign with all your products or services and we call it the main campaign then you also want to be running a brand campaign that is extremely important because you don't want your competitors to show their ads at the top when somebody searches your brand. I have this discussion and sometimes a little bit of an argument with a fair few clients that the clients don't want to pay for the click for the brand term. They say well we already rank number one in organic rankings why we should pay for that click.
Well, the ads always show at the top, and especially in the case of the smartphone all four ads pretty much take up the whole mobile screen then you have the Google Maps and then you have the organic ranking so it's way down below and people need to scroll quite a bit before they will see your listing so why not just put your name or your company right at the top unless and until a lot of advertisers are bidding on your brand your clicks may a little bit expensive but still, the intent is there if somebody is searching for you they are looking for you and your company so why wouldn't you want to stay at the top in most cases the brand clicks or the CPC for the brand campaign is very low and I would highly recommend that you run a brand campaign then we also run the dynamic search ads and the DSA campaign is brilliant at finding terms which we never thought of and you will attract the clicks which you would never have got in the first place.
So running all these three campaigns on the search network will get you seen and will get you also the right click so the way we structure our campaigns is we then break up each campaign into the computer, mobile, and tablets so these are by devices so each campaign is set up three times now I know it means more work or three times more work but you can then bid appropriately at the right device and also allocate the right budget because if you have all three devices in the same campaign mobile is going to eat up the whole budget and the tablet and the computer is not going to get a look in and will be restricted by the budget and you will wonder why are my ads not showing up on computer whenever we try to see it so I would recommend that we separate all three and each campaign with their own budget.
Now each of these campaigns is then applied to an account level negative list. When we audit accounts we hardly ever see any accounts with an account level negative list and what this list does is you keep saving the negative list which you don't want to ads to show for into an account negative list and you apply that list to all your campaigns. So the account is completely blocked and you don't need to do the work over and over again because if you apply a negative list or negative keywords at the campaign or ad group level then you will need to do the same thing for other campaigns if you are running multiple campaigns.
Then we have the ad groups. So what we do is we have the same keyword. So let's say it is about dining chairs. We will have dining chairs as a broad dining chair as exact and this will have up to 10, 15 keywords and the same set of keywords which are in the exact match will be in the phrase match as well whereas the broad match now, unfortunately, the broad match modified is no more with us so we have to use broad match to fish and hunt for new keywords you need to be very careful though because broad can go crazy and will blow up your budget with highly irrelevant clicks so if you got a good set of negative account-level negative keywords in your account it will you will have a certain amount of control over this keyword if you don't want to run broad then you can go with exact of phrase so what we do is instead of putting the exact and the phrase in the same ad group we separate them out again it's more work but it keeps the account super tidy and it, we can see the kind of bids which are happening in the exact keywords and the phrase keyword. Then we have got ads in each ad group.
Now well from next year the responsive search ads will be the default ads so you can set up one responsive search ads you don't need to have multiple ones because we can have up to 15 headlines and five or four can't remember descriptions lines four description lines per ad so you can have one of those we have those keywords in here as well as we have negative keywords.
Now what you want to do is once you've structured this one structured one campaign you copy and paste it and just change the device targeting so that's the quickest way of multiplying your campaigns. At account-level default settings then you want to exclude locations, demographics, set them up, bidding, You can either start with max conversions or with manual CPC whichever one you feel is the appropriate one for you and obviously the daily budget which you need to set up if you are working for a client.
Now we have got this referred to as asana is because this is for our internal workflow. Now and going back from the search campaign you can also have a call-only ad campaign. Where again it is linked to the account level negative list with call ads because they are quite expensive clicks compare to the text ads what we have found that if you control the broad if you can control the broad keyword with a good set of negative keywords then you can go after the broad keyword it will give you a fair amount of very good clicks at a really good price as well so we tend to put in two call ads and split test them and we have up to ten keywords, ten broad keywords in there.
Next, we look at the dynamic search ads. We have again three campaigns, one for each device and then you set up the categories one per ad group. Ideally don't put all the categories which you are targeting in one ad group. And write the relevant ad for each. And we put into dynamic search ads now when it comes to video and the GDN this is how we can target so you can target by keywords, topic, in-market, custom intent, remarketing, and placements so you want to mirror the same structure for the Google Display Network as well the only difference between this one and this one is obviously the network is different and instead of image ads or responsive display ads, we have got the responsive video ads and you need to have a video which is listed on YouTube.
The last one which we come to is a shopping campaign where we have nine shopping campaigns running at the same time at three different levels of priority. One is the high priority, medium priority, and low priority. I'm going to go into the shopping campaign in a lot more detail in another video. So, I'm not going to cover this in this one so stay tuned and it will be uploaded very soon. So, I hope you got some ideas as to how you can structure your account, and instead of just going after search campaigns you got to attack from everywhere search, display, video, remarketing if you can do that doing that you will have a multi-touchpoint marketing campaign going at the same time and wherever your customers or audiences are going they will come across you and your brand so if you have got any tips or the way you run your campaigns then please do share with everyone and with me by putting it in the comment as to what else you are doing which helps your campaigns. So thank you for being here and watching this video and I look forward to seeing you in my next video very soon. Bye for now.
If you enjoyed this blog, you may also like:
Comments
Post a Comment