ARTICLE 2 ; CXL SCHOLARSHIP
Display in Video Also known as YouTube targeting has a lot more options than Search and Shopping. It can overwhelming sandbox of research to achieve the results you want, but at the end it’s always worth it.
Irrespective of the marketing platform, it is often advised to have a Remarketing campaign. You have the ability to retarget audiences that have come in contact with your product before. You could also target those that are looking to buy or make a decision soon in that service area.
You could also Remarket to Affinity audience. These are people who are not neccesarily looking to buy now but are interested in the topic. You could also create custom intent audience, these are audiences interested in interests related to your service area. Target a couple of these and Google will create a similar audience that mimics your actual audience.
When targeting demographics, pay attention to house hold incomes. Also focus on Keywords. Beware of Google recommendations when it comes to targeting. It might be broad and get you the results you want. Topics are groupings of websites, apps or articles that contains your keyword. Placements are individual apps, websites, YouTube channels tht you can actually target.
Adding different layers in targeting keeps your campaign laser focused. Also remember to Layer them individually in order to be able to fully measure their individual performance. This also helps not to be too restrictive about your targeting.
BELLS AND WHISTLES IN GOOGLE ADS
1) RECOMMENDATIONS; allows you keep score of your ad account, monitors the performance of your account, Informs of new opportunities and Keywords. It’s basically recommends steps to improve the performance of your ad. Keep in mind that these recommendations are not to increase your effectiveness as an advertiser i.e lower cost per click.
Instead they are to make you spend more, run more campaigns, basically keep you active on their platform.
To begin with, the recommendations is basically a tab that allows youto get a score, tell you if you have the opportunityto add new key words, create new types of campaigns,removed anything that’s redundant, basically recommendations to improve the performance on your account.
Mostly just recommendations are going to be in regardsto getting you to spend more, adding more key words,creating new types of campaigns as well too.
There are different types of tools out there,kite, basically gives you an understanding to whatever your goal is from a cost-per-conversion standpoint and a conversion volume standpoint,it’ll prioritize those recommendations for you.
So take these things that Google shows with a grain salt,knowing what their end goal is.
2) TOOLS; So in addition to that,you also have something called tools.Tools is an icon in Google ads tab that contains Keyword planner, Ad diagnosis tool (shows you what your ad looks like in See the search results and tell you why the Hmmad is not showing) , Settings, Shared library ( is the area where you can have your negative keywords list and apply them as often as you want, customer list, placement exclusion list , bit strategy, Shared budget Reports (Showing you the performance of all your ads over time).
The main dashboard within your Google Ads accountis where you’re going to be undoubtedly spending the most timeand also the most exciting time to actuallyget better and better performance.
SETTING UP A CAMPAIGN
Setting Up a Campaign of the basic fundamental knowledgewhen it comes to Google Ads,it’s time to actually build your campaigns.One thing to keep in mind as you go through this is understanding, again, the PPC temperatures that we’ve spoke about earlier.Most of the time, the quickest path to successis using search campaigns or, of course, shopping campaigns if you’re an eCommerce advertiser.Now, many people get scared because they thinkthat it’s not a good idea to do that’cause it’s so competitive,but that’s not necessarily always the case.Your cost per click is not going to matter as much as your cost per conversion because your conversion rate determines what that’s going to be. So if you have a higher conversion ratecompared to any of your competitor,you can afford being part of the mix when it comes to Google search campaigns
Start with search because that’s probably the most common one.We’re going to remove the display network.The reason why you’re going to want to remove the display networkto begin with is because, again,if you followed the PPC law of the temperatures,the display network is going to give us, you know,traffic and clicks that are not necessarily readyto convert on our core call to action,but the search network will give us peoplewho are actually searching for what you have to offerand therefore, the higher likelihoodof getting that conversion will happen.It doesn’t mean that we can’t do display network targeting,but we want to keep it in a separate campaign.We don’t want to loop it together. We’re going to go through the same settings.So, the start date and end date.If you want to have a certain end date, you can set that.Most campaigns, we usually create ones that are evergreen.
Campaign URL options. This is basically allowing Google to scan your websiteand basically come with ideas of targeting itselfand kind of letting it be on autopilot.
Targeting and audiences.
This is where you can actually make things specific to the geographic location. Today I’m in Austin, Texas, for example and so it’s going to give me the actual city.I can target that, but then what I can also do is I can actually exclude Round Rock,which is actually in Austin, Texas.And so you’ll notice that, in this view,I love everybody but people in Round Rockand I don’t want to target people in Round Rock.So you’re allowed to do that.So you can make these combinations of geographic targeting. In here, you can also create a radiusaround the city of Austin or around the city of Round Rock,if you wanted to, which you do right over hereand you can change it into miles or kilometers and the distance, as well, too. You want to make sure that you’re using the peoplein your targeted locations. For languages, honestly,because you’re targeting certain keywords,we would recommend using all languagesbecause what could happen is that,depending on the Google account setting that they’re havingor the browser settings that they’re having,let’s say somebody is in the Spanish market,but they’re using English words to search,it could actually exclude them.So I’ll just click this offand it’ll be all languages by default.That’s going to be the smart thing to do.It’s going to allow you to add audiences if you wanted to,but again, you don’t necessarily have tobecause we’re using the keywords to begin with.
The delivery method basically means that Google, if you select standard,it will spend that budget over the course of the day and so it’ll make sure that you’re not showing your ad every single time somebody types in that keyword, for example. The accelerated version basically says,you don’t care about spending that budget even if it’s earlier in the day because you want to show your ad every single time somebody types in that keyword. So, usually we set things to accelerated because if we do use up the budget and we see that the actual campaign is running out of budget,let’s say, midway through the day,it tells us, too, that there’s a lot more volume to be able to achieve and therefore,we can increase the budget, as long as, again,we’re making money, as well. This is where you can in to talk about different things. So you can talk about impression share,but most of the focus here will be on the click side,so the maximum CPC bid, we can say, just, you know,$1, for example.
We can change the bid strategies, which we’ll go over later,but they’re, for now, just do maximize clicks. It’s the default one, allows you to change the keyword bids at that level, as well, too.
Tracking the Campaign & Building the Visitor List
The next step is making sure that you actually have conversion tracking in place. There’s basically two ways that you can do this.Go to the tools and settings.You can create a conversion action, an actual code,that you then place on the thank you page when a person has actually converted and you can go to the conversion actions.
This is where you basically categorize what type of conversion it is, so in this example,it’s going to be a lead. We’re going to call this lead conversion,use the same value for each conversion. We don’t have to put anything in here.The dollar amount, this is more like if you wantedto track the revenue, usually it can vary because, you know, you can sell in different ways,you have different services and products and offerings. It’s really up to you. You can count every single conversion. So that means that if the same person converts twice,it’ll give you two conversion actions or you can make sure that that person only gets a credit for one, which is down here. Now that you’ve setup your actual conversion tracking,the next step is making sure that you can actually startbuilding a visitor list in terms of audiences, too,when it comes to remarketing, as well. So to do that, you want to go to tools and settings and then you’re going to go to audience manager.