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💣 The Ultimate Guide to Google Ads for 2023 | Part 1
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💣 The Ultimate Guide to Google Ads for 2023 | Part 1

Introduction

In this section, the speakers introduce themselves and explain the purpose of the video.

Introducing the Video

  • The speakers have been doing this every year for a couple of years now.
  • They discuss why they need to do it again and what's different between what they did in 2022 and 2023.
  • There is some savior syndrome going on, and they want to keep it interesting for 2023.

Purpose of the Video

  • The speakers will teach viewers how to do things right by their clients.
  • They will focus on non-brand cold traffic less automated targeting to set viewers up for success in 2023.

Changes in Google Ads

In this section, the speakers discuss changes in Google Ads and how attribution is failing inside of Google.

Changes in Google Ads

  • Half of everything has changed since last year.
  • Google still hasn't figured out how to ignore optiscore and do what's right by clients.
  • The speakers will teach viewers how to make sure that their ads are as much non-brand cold traffic less automated targeting as possible.

Attribution Failing Inside of Google

  • UA is going away, GTM is starting to miss conversions at a higher degree, and GA4 is still missing conversions.
  • Viewers should look elsewhere for truth because even though Google may say it's failing, it may be Google that's failing attribution.

Media Efficiency Ratio

In this section, the speakers talk about media efficiency ratio (MER), also known as blended ROAS.

Blended ROAS vs. MER

  • Blended ROAS only applies to paid networks like your organic search while MER includes non-paid networks like email.
  • Viewers should think about blended ROAS for all of their channels, including email.

Importance of MER

  • The speakers have been producing a lot of content lately about the cost of acquiring a customer versus lifetime value and how to calculate MER.
  • Viewers should focus on MER because it is essential to media efficiency.

UA vs. GA4

In this section, the speakers discuss UA and GA4 and why viewers should not use GA4 regardless of what Google says for the short term.

UA vs. GA4

  • The system that Google was using in UA is similar to the system used in GA4.
  • Session tracking was used before, but now event tracking is used instead.
  • The problem with UA was that it would bring a person to the site, and that person would have a session. Later on, that person would come back as a new session.
  • As of January/February 2023, Google has stated that they were using the same system in UA as they are using in GA4.

Why Not Use GA4?

  • Attribution is failing inside of Google, so viewers should look elsewhere for truth.
  • Viewers should rewind ten years and go back to solid platforms inside of Google that are non-brand cold traffic scalable.

Attribution Issues

The speaker discusses the issue of stringing together users and events for proper attribution. This is a problem that many third-party attribution tools experience, including Google.

  • Stringing together users and events is crucial for proper attribution.
  • Many third-party attribution tools, including Google, experience issues with this.
  • Apple's closed ecosystem could potentially solve this issue if they rolled out an ad platform.

Attribution Challenges

The speaker continues to discuss the challenges of proper attribution and how it will only become more difficult in the future.

  • Proper conversion tracking will become harder and more opaque in 2022.
  • Tools are needed to interpret data accurately.
  • Google may not be sharing data from Gmail due to antitrust concerns.

Starting a New Campaign

The speaker provides advice on starting a new campaign with conversion tracking already set up.

  • Running a brand campaign is recommended as it can help strengthen your brand.
  • Manual bidding strategies can be effective for brand campaigns.
  • A strong brand will attract both new and repeat conversions/traffic.

Path to Conversion

The speaker discusses the long path to conversion that many customers take before making a purchase decision.

  • Customers often go through a long path to conversion involving multiple clicks and visits from various channels.
  • Despite this, having a strong brand can still lead to conversions from both new and repeat traffic.

Making Decisions

In this section, the speaker talks about making important decisions and taking time to choose. He also discusses the bidding strategy for a brand campaign.

Taking Time to Choose

  • When making an important decision, it's essential to take three to seven days to choose.
  • You'll have multiple paths when making your decision.
  • It's rare to completely change your mind after that much time and effort.

Bidding Strategy for Brand Campaign

  • The bidding strategy is inside of the brand campaign.
  • The speaker uses a $5 back CPC and gets a 2 because of one competitor they despise.
  • They use a 10 click here because it was $6, but everything else is covered at $5.
  • Using an automated bidding strategy on your brand campaign is potentially in 2023.

Protecting Your Brand Name

In this section, the speaker talks about protecting their brand name through bidding strategies.

Protecting Your Brand Name

  • There was another competitor that tried to scoop up their name, so they ran different variations of their brand name.
  • Manual bidding for your brand can help you bid just enough to protect yourself and spend just enough per day to capture everything you need.
  • Measuring by cost per acquired new customer makes more sense than measuring by ROAS (return on ad spend).

Automated Bidding Strategy vs. Manual Bidding Strategy

In this section, the speaker compares automated bidding strategies with manual ones.

Automated Bidding Strategy vs. Manual Bidding Strategy

  • The new interface for Google looks different than last year with different options and ways of doing things.
  • The speaker prefers manual bidding for a brand campaign because it gives more control over how much you spend per day and helps protect your brand name.
  • If you're still measuring by ROAS in 2023, you'll miss half the story.
  • The brand campaign usually spikes up real as in the overall account.

New Interface for Google

In this section, the speaker talks about the new interface for Google and how to choose a campaign objective.

Choosing a Campaign Objective

  • The new way to choose a campaign objective was introduced last year for brand campaigns.
  • Creating a campaign without goal guidance gives more options for bidding strategy.
  • Search is an obvious choice for choosing a campaign objective.

Campaign Setup

In this section, the speaker discusses how to set up a campaign and track conversions.

Tracking Conversions

  • Check for inactive or unnecessary conversions.
  • Use Smitley form goal to track all conversions.
  • Do not use automated bidding strategy for calls.

Selecting Results

  • Choose website business as the result you want to get for the campaign.
  • Name the campaign brand campaign.

Bidding Strategy

  • Understand who you are bidding against and where your ads are showing up.
  • Review cost of acquired customer or lead.
  • Google forces users to use an automated bidding strategy.
  • Maximize conversions is recommended for bidding strategy.

Manual CPC vs Max Conversions

  • Manual CPC with ECPC is similar to Max Conversions but allows setting a floor bid.

Search Partners and Display Network

The speaker discusses the use of search partners and display network in brand campaigns.

Search Partners

  • Search partners are not recommended for normal search campaigns because they provide lower CPC and less quality traffic.
  • Automated bidding strategies like TCPA prefer Google clicks on the top of the page, which cost more than search partner clicks.
  • Using search partners can lead to a restricted bidding strategy that generates low-quality clicks from third-party sources.

Display Network

  • Google's claim that using display expansion will show ads in more places and get more conversions is false.
  • When a budget runs out on search, it kicks in to display, which turns into its own remarketing campaign for people already looking for you.
  • It is not recommended to use Display Network in brand campaigns. Instead, keep search and display audiences separate as they require different bidding strategies.

Location Targeting

The speaker talks about location targeting options available when creating a campaign.

  • Choose your targeting of presidents, people in or regularly in the United States or any other country.
  • Always run separate campaigns for search and display audiences as they require different management techniques.
  • Location options may not be available during campaign build-out but can be changed later after the campaign is created.

Targeting Strategies for Google Ads

In this section, the speaker discusses targeting strategies for Google Ads and how to avoid wasting ad spend.

Interest-Based Targeting

  • Interest-based targeting allows you to target people who are interested in your country.
  • This can be dangerous if you're a local business because people from other countries may see your ads and not have any intention of visiting your business.
  • Performance Max is an add-on that uses display ads to show your ads to people outside of the country who have an interest in your country. This can lead to click farms clicking on your ads and skewing your data.

Language Settings

  • For search campaigns, use the language settings of the country you're targeting.
  • For display campaigns or YouTube campaigns, use your own language.

Audience Segments

  • Audience segments allow you to observe which types of people are coming to your website without actually targeting them.
  • This is useful for brand campaigns because it helps identify who your avatar is based on who is actually visiting your site.
  • Even if the audience segment isn't what you expected, it's important to trust Google's identification because the market is always right.

Keyword Research

In this section, the speaker discusses keyword research and how to use Google Keyword Planner to generate a list of keywords for a new campaign.

Using Google Keyword Planner

  • To generate a list of keywords, enter your website URL into Google Keyword Planner.
  • The resulting list will be broad match keywords.
  • If you want to move into phrase match or exact match, import third-party attribution or clicks into your Google Ads quality lead.
  • Phrase match is recommended for brand campaigns as it captures longer tail searches and potential new customers.
  • Use variations of your website URL in the keyword list to capture more search terms.

Brand Campaigns

In this section, the speaker discusses brand campaigns and how to optimize them using phrase match keywords.

Optimizing Brand Campaigns with Phrase Match Keywords

  • For brand campaigns, use phrase match keywords to avoid capturing too much traffic.
  • Use variations of your website URL in the keyword list to capture more search terms.
  • Avoid capturing conversions that are not relevant by being specific with your keyword choices.

Importance of Ad Strength

In this section, the speaker discusses the importance of ad strength and how it is measured.

Ad Strength and Variations

  • Ad strength is not as important as once thought.
  • Google will tell you what they think will happen with your ad.
  • The more headlines and descriptions you have, the better.
  • Your ad should be as close to your keywords as possible.
  • Ad strength can improve over time if it starts to convert later on.
  • Responsive search ads can produce hundreds or thousands of combinations.

Creating Effective Headlines

In this section, the speaker talks about creating effective headlines for your ads.

Importance of Spending Time on Headlines

  • Spend time creating headlines for your ads.
  • Every headline you don't create is one less variation that can be produced.
  • It's difficult to produce 15 headlines that stand uniquely on their own.
  • Don't worry if things look a little odd.

Display Paths in Ads

In this section, the speaker discusses display paths in ads and whether or not they are necessary.

Display Paths in Brand Campaigns

  • Display paths may cheapen a brand campaign.
  • A display path isn't necessary when driving traffic to a specific page.

Cheaper Goals for Ads

In this section, the speaker talks about cheaper goals for ads.

Cheaper Goals for Ads

  • Cheaper goals can be effective for ads.
  • World Authority on SEO is an example of a cheaper goal.

Google Ads Best Practices

In this section, the speaker discusses best practices for running Google Ads campaigns.

Length of Time with Dedicated Google Ads Agency

  • A dedicated Google Ads agency should have at least 5-6 years of experience.

Creative and Paid Traffic Recommendations

  • Paid traffic recommendations from creative agencies can be very helpful.
  • Including popular keywords in ad titles can improve ad strength.
  • Pinning headlines is still a good idea for brand names, but it may decrease ad strength.

Ad Strength and CPC

  • Ad strength is not an absolute measure of success, but ads with higher strengths are more likely to perform better.
  • Choosing an appropriate daily budget is important for campaign success.
  • Brand name campaigns present a unique opportunity to spend more money on advertising.

English Google's Performance Max Campaign

In this section, the speaker talks about how much information Google has compared to an individual and introduces the Performance Max campaign. The speaker also explains how the campaign works and its limitations.

Introduction to Performance Max Campaign

  • The next topic is about running a standard shopping campaign.
  • The speaker recommends watching a video on YouTube called "Performance Max Right for Your Business" for eCommerce.
  • The speaker explains that Performance Max is great for new customer growth, non-brand traffic, and getting high return on ad spend (ROAS).
  • The speaker mentions that there are some cases where Performance Max may not work well, such as overspending for remarketing or brand campaigns.

How Performance Max Works

  • Performance Max uses only two automated bidding strategies: maximize conversions with or without target cost per acquisition (TCPA), and maximize conversion value with or without target ROAS.
  • You cannot ask Google to warm up traffic or bring more cold traffic; it simply hunts for conversions.
  • When you're a new company, it finds cold traffic and converts them. If those people don't come back, it's okay because they don't have a lifetime value yet.
  • For companies with good lifetime values like vitamin subscription companies or clothing companies, returning customers purchase more than new customers. However, if you don't increase your budget over time, you'll start losing new customers as the mix of returning customers increases in your campaign.
  • As performance improves over time due to returning traffic using cheaper networks like display ads, CPC decreases, conversions increase, and average order value increases. However, this can lead to overspending on returning customers and underspending on new customers.
  • When you're ready to scale up your campaign, adding more budget may not work well if the mix of returning customers is too high.

The speaker explains that Performance Max is a great campaign for new customer growth and non-brand traffic but may not work well for remarketing or brand campaigns. The campaign uses only two automated bidding strategies and hunts for conversions without allowing you to warm up traffic or bring in more cold traffic. While it works well for companies with good lifetime values, overspending on returning customers can lead to underspending on new customers when scaling up the campaign.

Understanding Standard Shopping vs Performance Max

In this section, the speaker discusses the differences between standard shopping and performance max. He explains when to use each platform based on factors such as LTV and AOV.

Standard Shopping

  • Good for higher LTV companies.
  • Works well with low LTV companies if AOV is higher than $100.
  • Heavy growth-minded platform that helps immensely if you have a good LTV.

Performance Max

  • Not suitable for new customer acquisition due to poor match rates.
  • Suitable for low LTV companies with an average order value of less than $100.
  • Allows smarter targeting and prospecting on cheaper networks.
  • Can show return customers, which can help transition to standard shopping.

Be Careful with Negating Customer Lists in Google Ads

In this section, the speaker warns against negating customer lists in Google Ads without careful consideration. He explains how Google's reporting may not always be accurate and how relying solely on it can lead to false positives.

  • What Google says may not be true, and you may get a false positive from their reporting.
  • Negating your customer list may not work as expected because Google cannot see returning customers.
  • Switching to new customer acquisition while negating your customer list may still count returning customers as new ones, leading to increased costs but stagnant new customers.
  • It's important to try different strategies and marketing channels before assuming that a low LTV is the problem.

Understanding Customer Behavior and Diminishing Returns

In this section, the speaker discusses how customer behavior affects marketing efforts and how diminishing returns can occur when spending more money on advertising.

  • Customers don't buy more because a specific company is marketing to them harder.
  • Each time you put a dollar in, you see your spend go up, but it hits a point of diminishing returns.
  • Performance Max doesn't know any better and goes through the motions for high ROAS.
  • Match rates are getting worse, which can lead to inaccurate reporting from Google Ads.

Building a Sales-Focused Campaign

In this section, the speaker discusses building a sales-focused campaign and how to measure its success.

Creating a New Objective Campaign

  • The speaker uses the client's feed to create a new objective campaign focused on sales.
  • They remove imported leaves from the campaign and choose their conversion goal.
  • The speaker ignores Google's recommendations and chooses shopping as their conversion goal.

Measuring Campaign Success

  • The speaker explains that Google is poor at attributing post-click conversions back to itself.
  • They caution against relying solely on Google's attribution tracking for measuring campaign success.
  • Last click attributed conversions are easiest to track, making it important to focus on volume when attributing ROAS back to itself.

Standard Shopping Campaign Setup

In this section, the speaker discusses how to set up a standard shopping campaign and provides tips on how to manipulate it for better results.

Setting Up a Standard Shopping Campaign

  • Use the "standard shopping" setup for a simple campaign structure.
  • Use the inventory filter to select specific products for the campaign.
  • Turn on local products if you have a local feed and inventory in a store.

Bidding Strategies

  • Use Target Return on Ad Spend (TROAS) bidding at a low target return rate.
  • Manipulate failing attribution campaigns by adjusting your target return rate.
  • Take into account that Google may only track one-third of your conversions with standard shopping campaigns.

Examples of Attribution Issues

  • The speaker shares an example of a standard shopping campaign that earned $7,000 over 12 days but was not tracked by Google until day 13 due to missing conversions.
  • The speaker recommends contacting them directly for more examples.

Building a Successful eCommerce Campaign

In this section, the speaker discusses how to build a successful eCommerce campaign and emphasizes the importance of prioritizing price-conscious buyers.

Prioritizing eCommerce Focus Campaigns

  • The speaker recommends running a brand campaign and an eCommerce focus campaign.
  • The eCommerce focus campaign should prioritize price-conscious buyers who are ready to purchase.
  • Effort should be put into ad spend for this channel.

Standard Shopping vs. Search Network

  • Standard shopping is recommended over search network campaigns due to unpredictable results.
  • Search partners can be used for targeting specific areas or regions.

Targeting Locations and Exclusions

  • Targeting locations can be done by country, region, or radius.
  • Exclusions are not recommended unless necessary as they may exclude potential customers.

Creating a Google Ads Campaign

In this section, the speaker discusses how to create a Google Ads campaign and provides tips on selecting products for marketing.

Choosing Products for Marketing

  • Use the "All Products" option with caution as it only loads 100 products at a time. To see all products, scroll down to the bottom of the list.
  • A better way to organize products is by using product types in the back end of your site. This allows you to automatically add or remove products from your campaigns based on their type.
  • Another option is to use item IDs to select specific products for marketing.

Using Product Types in Google Ads

In this section, the speaker explains how to use product types in Google Ads and why they are useful.

Benefits of Using Product Types

  • Product types allow you to easily organize your products and add or remove them from campaigns based on their type.
  • By keeping nomenclature static, you can add or subtract products without having to manually update individual product IDs.
  • When adding new products, as long as they have the same product type as existing ones, they will be automatically added to relevant campaigns.

Selecting Products for Marketing

In this section, the speaker provides more tips on selecting specific products for marketing.

Choosing Which Products to Market

  • When using item IDs, be careful not to accidentally select all available products. Only choose those that are relevant for your campaign.
  • If using item IDs, pause any campaigns that may be marketing all available items before making changes.
  • Consider adding brand negative keywords to standard shopping campaigns.

Conclusion and Next Steps

In this final section, the speaker concludes by discussing next steps and what to expect in the next part of the video.

Next Steps

  • The next part of the video will cover remarketing.
  • Pmax is a good option for heavy remarketing, but it can overdo it and limit your ability to dictate where your budget is spent.
  • By following the tips provided, you can effectively select products for marketing and optimize your Google Ads campaigns.

Excluding Traffic and Capturing a Specific Audience for Remarketing

In this section, the speaker discusses how to exclude traffic and capture a specific audience for remarketing.

Excluding Converters and Adding Customer List

  • Exclude converters and add customer list to remarket to a specific audience.
  • Use Google signal to exclude converters so that Google knows it's going to stop the people that it has already identified.

Dynamic Remarketing

  • Use dynamic remarketing which is your product feed showing the products that people viewed on your site for the most majority of time or left on.
  • Target those people who last added an item to the cart and did not buy.

Overlaying an Exclusion Audience of Bouncers

  • Overlay an exclusion audience of bouncers if we can identify the people that have left within 10 seconds.
  • Exclude those people from our remarketing because this way we're not going to spend a good chunk of remarketing on audiences that got there and said oh this is what I was looking for and left.

YouTube Remarketing

  • Use YouTube remarketing which is super effective as you could still use a feed so you do have a dynamic or marketing element to it but what's nice about it is you can actually use um use a platform that you pay one to two pennies if they watch it longer than 10 seconds and don't skip so you cast a really wide net.
  • You can do brand uh uh story, mission statement, product highlights testimonials all the good stuff.

The Ultimate Guide to Google Ads for 2022

In this section, the speaker introduces the topic of the video.

Introduction

  • Welcome to The Ultimate Guide to Google ads for 2022.
  • The speaker is Custom with Solutions eight and his business partner John Moran.

Conclusion

  • Part two will cover YouTube remarketing.
  • Like, comment, subscribe.
Video description

Wondering how to get the most out of your Google Ads campaigns this 2023? Then look no further! John and Kasim are here with the ultimate guide for successful Google Ads campaigns for 2023. From start to finish, they'll show a step-by-step guide for creating an effective campaign. They also reveal insider tips on how to optimize your ads so your business can reach its maximum potential- without breaking the bank. Don't miss this essential resource in preparing yourself for success in 2023 through Google Ads! Watch the next parts here: https://youtube.com/playlist?list=PLpSgV5gCkUvh-nIFZ_pmjofS0jjNNQhhX We're launching the You VS Google: The (very) Unauthorized Guide to Google Ads book very soon! If you want to get it for FREE, watch this video: https://youtu.be/kzFpjdVvydA Otherwise, we'll update everyone once we release physical copies of the book on the market. Related videos: The Ultimate Guide To Google Ads (Made in 2022 for 2022) Step-by-Step Tutorial: https://youtu.be/8nEmVw6aW4Y 🔥 Why Google Ads Attribution Is Failing and How to Work Around It: https://youtu.be/YOzNYWoZwDo 💰 Conversion Paths: The Secret to Scaling Google Ads Campaigns: https://youtu.be/LbcX_ENNnCM 💣 Google Ads POWER HOUR: Is Performance Max Right For Your Business? https://youtu.be/K7NfHU4GCzw 🤼‍♂️ John vs Kasim: The Importance of Brand Campaigns With Performance Max: https://youtu.be/kSDLkpQYM5Q 🤖🦾🦿 The Ultimate Guide to Google Ads Performance Max for 2022 (Part 1-3): https://youtu.be/oXoFn7dUvL8 https://youtu.be/_mOv9_qrtpg https://youtu.be/syadgcDVntU 0:00 Intro 0:36 The Ultimate Guide to Google Ads for 2023 | Part One 3:24 Don’t use GA4 regardless of what Google says! 7:09 Run a brand campaign 16:08 Manual CPC Bidding might be coming to an end 24:33 Understanding Audience Segments 32:07 Ad strength is not as important as we thought it was 41:48 Running Shopping Campaigns instead of Performance Max 50:21 Run Standard Shopping if you have a good LTV 59:47 Setting your daily ad budget 1:06:06 A better way to organize your products Are you looking to level up your Google Ads game? Join John, Kasim, and our Google Ads Strategists every Friday at 1:00 PM PT for an all-inclusive deep dive into Google Ads. Our experts will reveal knowledge bombs, secret strategies, and tips they use to skyrocket businesses through Google Ads. 🔥🔥🔥 Be part of this amazing experience by becoming a member of our channel today. Click the JOIN button, and you'll get exclusive access to additional perks such as Live Q&A member chat. Join this channel to get access to perks: https://www.youtube.com/channel/UCKukXk_pm3om3If9FUsBKew/join This ULTIMATE GUIDE gives you EVERYTHING you need to know about how to set up, build and optimize your Google Ads Performance Max campaigns: https://sol8.com/performance-max/ 💰 Have an ad budget that's less than $5,000/month? If so, check out our sister agency, StarterPPC, where you can get Google Ads management for a fraction of the cost! Visit https://www.starterppc.com for more information. 🚀 🔎 Job Opportunities at Solutions 8 - Client Managers, Google Ads Specialists, and Strategists: https://youtu.be/9TziUBrF_hs Apply here: https://sol8.com/apply/ 👉 Do you want to be featured on Daily Google News? Do you have epic value you can offer our audience? You can pitch your idea here: https://sol8.com/pitch/ -------------------------------------------------- 👉 Get our latest content every Monday, straight to your inbox. Sign up for our news “Traffic Ahead”: https://sol8.com/newsletter/ -------------------------------------------------- Get the latest updates, expert tips, best practices, and PROVEN Google Ads strategies every single day. Subscribe here: https://www.youtube.com/channel/UCKukXk_pm3om3If9FUsBKew/?sub_confirmation=1 -------------------------------------------------- 👉 Want to become a Google Ads expert? We’ve demystified how Google works, and laid out everything you need to know in Google Ads–from scratch! Learn how to build, launch and manage high-performing Google Ads campaigns in this Google Ads Course: http://sol8.com/paid-traffic-mastery -------------------------------------------------- Solutions 8 is a global authority in the Google Ads space and one of the world's leading PPC agencies. Our YouTube channel is dedicated to sharing our most effective marketing strategies to help you achieve your business goals. -------------------------------------------------- 👉 WOULD LIKE TO SCALE AND GROW YOUR BUSINESS WITH PPC? Sign up for a FREE Action Plan today: https://bit.ly/sol8-home 🐦 Follow Kasim on Twitter: https://twitter.com/kasimaslam ⬇️️ You can find us here ⬇️️: Website: https://bit.ly/sol8-home Twitter: https://twitter.com/solutions_8 Facebook: https://www.facebook.com/solutions8llc LinkedIn: https://www.linkedin.com/organization-guest/company/solutions-8? #googleads #googleadsagency #googleadshelp #digitalmarketing