Over the past 3 months I helped this business scale to $73,000 in ad spend driving over $300,000 in revenue and a 4.18 return on ad spend all in all this drove 2,360 purchases for this business in just 3 months in this video I'm going to show you the exact strategy and structure that we used for this business and how you can copy and paste it into your ad account right now if you follow These four steps you'll know exactly the structures that we use the metrics that we like to optimize on exactly how to optimize
on those metrics and then finally had to scale over and over again so first off hopping into this ad account as I already said we drove $73,000 in total spend at a 4.18 return on ad spend that drove us $336,000 in revenue for this business and 2,360 total sales so 2.3 6K total Conversions driven when we just take a look back at the campaign structure you're going to notice we're only running four campaigns here now there are different ways to set up your campaigns based on what kind of business you're in what vertical you're in
what you're running but what I really want you to focus on here are the core fundamentals I'm going to break down each one of these campaigns and why they were so fundamentally critical to Actually driving a ton of revenue for this business so at the very top we have our brand core search campaign your brand core search campaign is literally the lifeline of protecting your business so think about your brand core campaign as a way to make sure that no other competitor possibly invades on your brand so here's what we don't want to happen we
don't want someone to actually type in your brand name let's say you're Nike and we don't want them to show up In this top navigation or anywhere in this sponsored area so for example Nike's doing a fantastic job of this Nike is literally owning everything on this page I can't find anything on this entire page that's not Nike specifically you can see in the shopping listings Niki literally owns every single placement in shopping they own the entire Sur so they own this entire sponsored listing here they also own the Google my Merchant listing or rather
the Google my business listing so they own everything on this huge screen that I have here that is massive for them there's no way any competitor could possibly leak into whatever they're doing here furthermore when you scroll down they actually own the very first organic search and then as you continue to scroll they pretty much own this entire page right so their Instagram their Facebook their Wiki their Google app okay so here's an example of Something you don't want to happen we're just going to type in a software company called Asana and as you can
see right off the bat there's a ton on here that's not Asana in fact the very first result is monday.com so here's how I think about this if I'm a marketer I probably know that there are sponsored results here right I know when I go to this page monday.com is at the top and I'm really looking for a SAA so I either need to click here or I could just scroll down To the organic listing that might be how you operate but 99% of people do not operate this way most people see the first second
and third result and assume that what they searched here is most applicable to the very first result most people don't even know what sponsored means here most people don't even know what gole Google ads really are and how they function right we're in a very very small niche in our entire industry for how we actually know these ads work what A lot of people might do here even though they typed in a sa is they might click on monday.com and then just sign up for monday.com or or now be interested in another product or platform
right so imagine if your brand is bidding on multiple competitors here so if you are a shoe company if you are selling phone cases it doesn't matter whatever you're selling if you're showing up not in the very first slot and even if you're showing up in the First slot your competitors are showing up in the second third fourth Etc you're really really critically losing real estate on your page right so this real estate is very very valuable right Google seeing this as there is opportunity for each of these advertisers to win and in this case
I could see this and say okay maybe Monday is so much better as it claims to be maybe clickup is a really really good alternative and you know maybe they say It's better on price or something like that maybe this is an opportunity for competitors to slide in we need to make sure that for Our Brands we're protecting our that's what's most important and this is such a good example Asana is doing a very poor job of this because all they have is Asana a showing up in the second position so they're losing to monday.com
and then second Asana instead of just having something here where they could Take up more real estate they could talk about their platform they could talk about the Asana official site or what you're looking for right they could say Asana official site and then put one of these little Dashers here and say something like the best project management tool or shop now or try now or sign in something like that right instead of Monday is so much better obviously I'm interested now so I think you get the point here it's key to make Sure that
you're not in that second position and you're not letting your competitors swoop in now I know the counterargument to this if I typed in a SAA I want a SAA yeah you do in that moment until there's other Alternatives have you always always always gone for the same can of soda or the exact same dish at your favorite restaurant no because there's other options right and just like there's other options for that can of soda or your favorite dish at a Restaurant or project management tools there's other options for your e-commerce product right there's probably
dozens of other options of Brands who are very very very similar to yours and you need to outmaneuver them that's exactly why this strategy is so key now the actual settings of this campaign are really critical too so if you actually click into the settings of the campaign and when you set this up you're setting this up as a manual Search campaign when you go to set this up it's critical to bid on a Target impression share right so as you can see in this case for this brand in particular that I've been showing you
we're bidding for the absolute top of page results and basically you have three options here anywhere on the results page top of results page absolute top of results page as you can see by Google's definitions on the right side here absolute top of page results Is the first position among top ads top ads are adjacent to top organic search results that's that Nike placement that's that Monday placement that we just went over we don't want to be anywhere on the results page that's going to potentially put us all the way at the bottom maybe somewhere
in between and top of results page is just going to get us in those first four placements I don't care about being number four I care about being number one here the Second thing is percentage impression share to Target so this is something that a lot of people get confused on a lot of people put in 100% the percentage impression share to Target is how often we want our ads to show up for the keywords that we give Google so in this case we are crazy aggressive 99.9% you never go 100% just a little tidbit
you never ever go 100% you have to be willing to let just 1% of this go so 99.9% is the absolute highest you Could ever go and in most cases I actually advise Brands to go around 90 to 95% here's why you're going to show up for the most relevant people at the most relevant times when you're at 95% if you go upwards of 95% like in this case the 99.9 we're basically saying hey it's okay if someone's not as relevant and we don't actually need to show up for them so the 99.9 is extremely
aggressive and it doesn't work like a perfect linear scale that's super Important to recognize here so when we think about this 99% it doesn't really work like your impression forever clients you would think that the difference from here to here is nothing but really in complete reality the difference between here to here is as expensive as here to here right so the difference between 70% and 100% is almost the same as 99% and 95% which is why it's really really important for us to not over bid here and also don't Under bid here last point
is the maximum CPC bid limit this is how much you're willing to pay at Absolute most for each click that you're paying for so what I highly recommend here here is you set this just above what you're getting on average for your CPC so what you want this to eliminate is clicks that are unreasonably expensive when clicks are5 or $20 we don't need those clicks it's completely okay to let one or two of those people go to a competitor if they Cost 20 bucks that's kind of crazy for a click they better convert if they
cost 20 bucks right and that's not a game that I'm willing to pay so we like to really set our maximum CPC limits up to just over the average CPC in some cases like this brand here where actually setting that CPC limit up way higher so as you can see from this data our average CPC is $237 but our bid is actually all the way up to $9 this is the most aggressive Version of this you can get to and that's only because this brand we're actually referring to has a very large brand name so
if you're just starting on this two three four box totally fine if you're going to get really really aggressive $910 $111 is fine as well if you have really really high average order value then yeah you might want to set this higher you might want to set this to 10 or 15 or 20 right it just depends on how much each click is Actually worth for you scrolling down through the rest of these settings there's only one thing I want to highlight never ever select broad match keywords in fact in this case because we're using
a Target impression share we actually can't select any broad match keywords so really you're kind of safeguarded against this so you don't have to worry about it we're not excluding any Brands and we're not bidding on new customers only which are The two most popular settings that people like to talk about because this is a branded search C campaign and when we dig further into this campaign you're going to notice we basically have one key active ad group this key active ad group and I know you can't see these exact terms but these are our
most critical terms right so if you were here and you were thinking about what should I put in my brand core campaign you need to put the most applicable terms for you And I always like to use the Nike example cuz I just think it's so spot-on so here's what I think about if you're Nike do you want to bid on shoes no that's not a brand term obviously your brand terms are Nike right your brand terms are Jordan your brand terms might be things like Air Max right different variations of your brand terms are
really important to have in here what's not important to have in here are things like that are straight away you don't Want to have red running shoes in your branded core campaign and the last piece here is everything we are talking about is run an exact match this is so key exact match versus phrase match or broad match is going to completely change actually what keyword you're bidding on here the only one single exception if you have a very unique brand name let's say your brand name was Adidas before anyone knew what Adidas was as
a brand right so it's a very unique brand or you Could even use Nike no one would just wake up one day and type in Adidas that lives in the US unless you're like f of some sort right you would just never type in Adidas or you never really type in Nike if you didn't know the brand so Nike running its brand term on its own is actually at a big Advantage cuz like the brand name Staples right cuz if you type type in Staples I I love this example too cuz if you type in
Staples Staples is technically an item right so While they are bidding on their brand term which is great like literally Staples if I go to the shopping thing is literally Staples like these are Staples so if I were to bid on Staples as a brand term or Kleenex or Clorox or things that are interchanged for the actual brand versus the product then I would just make sure that in doing that I was always using exact match and exact match only and if I was not doing that if I had a very unique brand name so
for Example if I was in fact Nike or Adidas no one's going to mess that up and then I would set for phrase match so you can do phrase match Nike right in here instead of exact match Nike in fact little secret really easy I would actually do both I'd run Nike phrase and Nike exact side by side I think that would get you the best result now don't go too expansive on branded sech it's just important you keep it nice and refined Okay so we've built this Campaign we've established the keyboards we know the
settings we know the structure for just this one campaign how do we optimize this individual campaign now this is so key because I'm going to go through this campaign by campaign by campaign instead of just giving you the overview I want you to get all the details of this so you can literally do this step by step by step that's how this is so so detailed right I want this to be so easy to take away and run with This this search brand Cori campaign we have the fundamentals done how do we make it better
over time so first off your budget is going to going to be restricted to how many searches and keywords your brand is currently getting if you're only getting a few clicks and a few keyword searches per day then yeah you might only spend 10 bucks a day on this campaign in most cases you could just leave it and let it be however if you're getting hundreds of clicks or Dozens of clicks per day on your brand terms then it's time to take some action so what you're going to do is on the left hand side
when you're clicked into the campaign you're going to go to the Search terms first and once we get into the Search terms we're going to add a filter what this filter is going to do what I want you to in this filter is Search terms that do not contain and then type in your brand name or just type in a first few characters of your Brand name so if I was Nike again I would probably type in the full Nike I might even type in Nik but for this case we're just going to type in
the full brand name which I know you can't see so what this is told me right away and again this is done right so this is you know clearly really really good of the $21,000 we spent on this campaign $9 have been spent on keywords that are not perfect applicable to our brand name so that's really good right of the 14,000 Impressions 11 Impressions were on keywords that we don't really care too much about so I take that as a big win and funny thing is these actually resulted in two conversions which is pretty crazy
what this is going to show you is all the Search terms that are not applicable to your brand and the easiest thing that I like to do here just click the top box add as a negative keyword and in most cases we're going to add this at the campaign level because it Might still apply to other campaigns right we don't want to necessarily put this at the account level and it's not an ad group exclusion cuz we just have one ad group in this campaign so this going to be a campaign wide negative next thing
you're going to do is click the X here so now you're going to see all of your terms together and you just got to go through them one by one by one so we have 87 here which is like really not that bad this it'll take 5 or 10 Minutes to go through them what we don't want to do in this campaign is pause things down we're not in the interest of putting a bunch of negatives in here this is not a Facebook account we're not cutting things left and right what we're doing here is
we're just really really focused on making sure the keywords are healthy and accurate if I was Nike I'm looking for Nike I'm looking for Nike shoes I'm looking for Nike shirts What I'm trying to avoid here is something That's like what is the return policy for Nike or what is the latest Nike shoe that's coming out in 3 weeks or what shoe did LeBron wear that look like Nikes no those we need to get rid of and I'm sure you could see by me just saying those out loud how those are not applicable to many
businesses right you don't want people searching for your return policy right you don't want people searching for very random things that are stray from your business you Want people searching for the most relevant things that are specifically for your business now the next thing you want to look at when you're optimizing and really actually this is kind of a setup thing plus optimizing is your audiences so what you want to do is on the left hand side click on the audiences and then click edit audience segments what this is going to do is allow you
to set up campaign observation audiences so as as you can see right Here I have 26 different ad group and campaign observation audiences generally speaking I recommend setting all these up at the campaign level and what you want to do is just create as many relevant in market and customer cohorts as you possibly can observation audiences are literally just allowing us to view reports on additional criteria without removing our targeting right so we're not excluding people we're not narrowing our targeting in any way we Are literally doing this as a fundamental way to look at
what's working the best and then we can make adjustments based on this after so here's why this is so important because once you go into your audiences and you click show table right here you're then going to be able to see either at an ad grp view or at a campaign view depending on how you set these up you're then going to be able to see all of the audiences that you're running so I have 58 that are running here I think that's actually a little high now I can see all of these key metrics
Associated to these audience segments so what this allows me to do now is I could take let's just say this number one segment here and then I could make a bid adjustment based on this individual segment so I can say this segment works better great increase the bid by let's just say 20% so this isn't going to be overly applicable to your branded search this is going to be More fundamentally important when you're talking about our performance Max campaigns and all the other campaigns that I'm going to really be diving into here but this is
just a really important feature of Google ads that you really need to understand so that is it for our branded search campaign I'm going to move on to the next campaign and just note that we're actually going to move a little bit quicker from this point forward because we went so deep on that Branded search campaign now heading back to our main dashboard here we see that we have three additional campaigns I'm going to make this really easy the second campaign that we have here is actually a phras match brand campaign we're going to completely
ignore this it's actually just complimentary to the brand core exact match campaign that we just went through in totality so now what we're really focus on are these two campaigns here these two campaigns in This setup are a performance Max campaign and a search non-brand campaign now in many videos in the past you've probably heard me talk about having that relationship between performance Max and potentially branded shopping and then having different new customer Acquisitions or potentially brand exclusions involved in this case I'm not overly focused on that in this case we have a smaller catalog
and we're really just focused on the 20% of products that Are driving 80% of the spend I'm going to dig into this performance Max campaign first first off what you'll notice in this campaign is we've spent $25,000 in this campaign to drive $69,000 in conversion value that's at a 2.72 return on ad span over roughly the last 3 months that drove 500 conversions at a $50 cost per acquisition huge numbers we're talking about when we actually look into the settings of this campaign you'll notice that I don't have Too much that's overly complicated here first
off off the bat we're optimizing for purchases and we're bidding equally for new and existing customers now you might say like wa that's a red flag however we have a brand exclusion set all the way at the bottom so here's how this works we're allowing new and existing customers to come into play however we're not retargeting specifically people who are on our website cuz we want that retargeting to Be done in different modes what we care more about here is we care about allowing people who are anywhere in our funnel potentially they're in the consideration
phase potentially they've been to our Instagram they've been to our Facebook page maybe they've searched us on Google but they haven't clicked or they haven't made a purchase in the past completely fine with retargeting those people we're not really comfortable allowing this campaign to Target people Who are typing in our branded name like nike.com that's what we're afraid of here so moving down we're setting up our merchant center feed we're using all products from all feeds very important here we're just allowing everything to get pushed in terms of our budget this is set based on
the client's preference but we're spending about 600 bucks per day and then we have our maximiz conversions bidding strategy with a Target cost per acquisition this could Vary in your case it's going to depend if you're a business that has one or two products Target CPA is usually an ideal setup because it's very easy to predict now if you have varying product prices and different average order values then I'd actually focus on conversion value and I'd set a Target return on ad spend here so this is going to be dependent on the business if you're
a Le gen business if you're in the high ticket Services is very very different than if you're Selling an Ecom business with hundreds of SKS lots of SK definitely conversion value and you want to set a Target return on ad spend how you set that Target return on ad spend is always up to you it has to work within your business if you don't know what to do set it at break even what's break even for your business if you don't know what your break even return on ad spend or your Break Even cost per
acquisition is it's literally as simple as taking your Average order value so your aov and then minus your cost of goods and this gets you your break even number so if your average order value let's say is $100 and your cost of goods is $50 that means you're left with a profit of 50 because 100us 50 equals 50 profit if you had that 50 profit left over that means you need to break even with acquiring customer for $50 I know that was fast but that would be the $50 cost per acquisition to allow to break
even now If you were using that on a return on ad spend then you take that average order value and you would say how many times is 50 divisible into 100 and in this case 50 is divisible into 100 exactly two times which simply means you need a 2X return on ad spend to break even that applies to every business no matter what you're doing just take all of your operating expenses plug them underneath your average order value and then you can get Riz targets per order pretty Simply if you want to start to include
other things like lifetime value one year value twoyear value true lifetime value retention rates churn all that stuff but very complex for just a quick video and quick screen share right now that is stuff that you really need to dig into and I do advise you dig into that as your business grows right so if you're already a 10 or20 million business and you're watching this you probably know those metrics if you're on Your way there if you're a million-dollar business already fantastic these are the things that are going to take you from that million-dollar
Point all the way up and Beyond to join that pack of 5 102 million Brands if you're just starting out today don't worry about those metrics just take your average order value minus your operating expenses sounds like complicated stuff but to be honest if you want to run a successful Profitable business how you have to do it so back to our performance Max campaign we've also in this campaign allowed for automatically created assets to be selected this is something I go back and forth with it depends on the brand this brand is very flexible with
what we say they're very comfortable it they don't have much sensitivity on this so in this case we do allow Tex assets to be created basically what this is going to do is Google's going to use Their AI their algorithm and it's use the content on our landing pages and domain and ads and it's going to spin up new variations new combinations with the assets that we've provided right this is just going to help with relevance it's going to help with our ad scores but some Brands and it's okay either which way you fall on
some brands are a little scared because it can misrepresent their brand if you're in a sensitive category don't use it if you're in a Non-sensitive category and you have a stomach for a little bit of this stuff it's okay you could use it finally for final URL this is something I always recommend you select so for final URL sending traffic to the most relevant urls on your site when it's likely to result in better performance really this is just making sure that people go to the right landing page always recommended then as we actually drill
into this performance Max campaign There's a lot to unpack here within this performance Max campaign you know as I already mentioned this $25,000 in spend tons of Impressions and I believe this was performing at like 2.7 return on ad spend so within this pmax campaign we have our asset groups people obsess about asset groups I have one would you believe that we have one asset group and it works and instead of creating dozens and dozens of asset groups we test what actual things work if you're waiting for The testing part of this video here it
is when we run performance Max we're not concerned with creating dozens of variations and letting them compete with one another that's a great strategy if you have hundreds of products so if you have hundreds of products you might actually have you know asset group number two asset group number three and so on and the reason you would have asset group 2 and asset group three is because you'd have your top 20% of Products here you'd have your next 10% here you'd have your next so call it 70% here whatever right you'd have different breakdowns of
products or even categories of products for example like you could have in this asset group you could have all your shoes in this asset group you could have all your shirts in this asset group the final one let's just pretend you could have all of your hats right and if you set things up in this way right you at least know where Is my money best spent so it's a strategy I always recommend it's something I I constantly recommend to people but for this case as I mentioned we're dealing with a very small amount of
products right three to five products here we don't need to over complicate this we don't need to break things out too far cuz we could just see the individual performance in the product section right here in Google ads which is so much easier for us to review okay So here is how we actually test and figure out how to improve all of our asset groups across our entire account this is one of the most important things you have to do to keep your ad strength high and ultimately this is such a good scenario cuz we're
going to be able to do this in real time I purposely saved some of this just so we get optimized right now because as you can see our ad strength is currently marked as good right that means there's opportunity for Us so ad strength is basically just five measures right they're not metrics they're not something we can say it's an 8.5 or it's a 7.2 or anything like that it's literally just incomplete poor average good and excellent you need to always be between good and excellent all your accounts need to be good to excellent if
you're under good to excellent you're running an uphill battle basically like under good to excellent you're fighting in the wrong Direction there's no need because all of your competitors that are bidding above you that are crushing you in sales are good to excellent I promise so just to actually wrap up on this this is a super important point this metric measures the relevance quality and diversity of your ad copy ad strength shows you how well and AD creative follows Google's best practices for Optimal Performance so this is not a direct indication of how you perform
it gives you more Opportunities in Google's eyes and in Google's algorithm a higher ad strength will also help you maximize your ads performance combined with actionable feedack back ad strength makes it easier for you to improve the effectiveness of your ads basically if you're not marked as good or excellent it is time to look into your ads see what's going on whenever we see incomplete especially but poor and average it's time to make adjustments so what we do on a regular Cadence and what I'm going to show you exactly how we test for which assets
which copy which images are most relevant is that anytime we see the ad strength is good we go into the asset group and we click edit once we're in the asset group so sometimes it's actually going to show us exactly what's wrong so in this case you see images and videos are actually slightly like half full which is bringing our ad strength to be missing this small little Gap here Now that's fine right there's going to be situations where you know a lack of images or a lack of videos is going to be necessary but
as you can see with this little insight add a horizontal logo to reach excellent so this is just such a little thing and again I've showed you the results on this campaign this campaign is crushing it by all means that is scaled drastically has worked very well Google is basically telling me hey add a horizontal logo and Our ad strength is now going to be deemed better in the eyes of Google so what you need to definitely make sure you have in these cases are at least 10 headlines up front at least three long headlines
you can go all the way to five if you want to five descriptions absolutely and then on the images somewhere between 10 and 20 images but to be honest with you these are broken into different sizes so while you can't see these exact images what you might Notice just by seeing the blurs is that often times we have the same image for example this image on the right side all the way over here and then this image right here is the exact same image however it's in a different cropped format so generally it's pretty easy
to get to 20 images cuz it's only actually six images spliced three times plus a few extras now what we've noticed here is that we actually don't have a horizontal logo in place so this is Really really easy for us now what's kind of cool is Google tells us like there's a suggested logo based on you know the brand that we are but I'm actually going to upload the real logo here so this is an easy opportunity for us to improve the ATT rength from good excellent super simple literally we're just going to go in
here we're going to select or really just add and upload the most relevant newest logo that is horizontal really quick win and then Lastly on the videos side of things so videos when it comes to Google ads are a little bit touch and go we don't like videos to really dominate ads however if you don't put videos into your performance Max campaign you're going to see some sort of autogenerated video show up which often times gets spent on and it looks really bad so what I do recommend is just one or two videos and if
you're a video heavy brand if you feel like your videos are super good They're very relevant they're very engaging then it's okay to add you know the maximum five videos the last piece here is your site links so for your site links make sure you have a full run of site links in this case we have 10 account level site links we're linking to every page on this website let me show you what a site link looks like we're going to use our Nike example again everything we have here 1 2 3 4 five are
different examples of Nike Site Links so we want as many site links that are relevant and they have to be relevant we don't just want to throw crap in there we want as many relevant site links as possible so depending on your brand you just want to have your different categories here one of your most important Pages you could have a shop now button in here you could have a membership button here you could have you know if you sell t-shirts your T-shirt collection if there's a specific Drop you have make that drop a site
link and then finally your call to action so your call to action is going to very definitely depending on what your actual call to action is if you want people to apply but apply now if you want people to sign sign up sign up generally speaking since I'm mostly talking and working with e-commerce Brands it's going to be shop now in almost all cases shop now is the most fundamental call to action do not try to trick people here a Lot of people like to use learn more or even automated learn more will get you
more clicks it will it will actually get more people interested to click on your site it feels like less of a commitment shop now creates a micro commitment for the consumer basically tells them hey I'm going to buy now shop now like we are shopping right at this moment and micro commitment usually it's a slightly higher conversion rates which is absolutely worth a couple cents of a Trade-off for the cost per click moving into the more assets we do like to make sure our promotions are set up and our structured Snippets are set up basically
you can feel free to fill out all of this information except for lead forms if you do not accept leads then do not create lead forms and then moving down to the bottom your display path if you're linking to a specific collection or a very very specific place and of course fill in your display PAAD so it's A little bit more clear to the consumer however in this case we're not we're driving to the homepage for the most part and we're letting Google decide what pages the person should be driven to based on that person's
search and so on so the key here the most important part here is that on a very regular basis usually every 7 to 10 days we're going in here and we're updating anything that's not marked as excellent the other thing that we're doing here And this is equally important the other thing we're doing here is we're clicking The View details button in our performance Max campaign now this is going to show us literally as of one month ago all of the conversion value and all the important information that we used to never have so this
is like huge right this used to just be impression data here this used to be completely different now we can actually see in performance Max the assets that Drove the most amount of conversions so right off the bat you're going to notice that what we're seeing here is a mix and mash of a whole lot of conversions and there's a lot of double counting is okay if there's double counting there should be because in many cases asset number one and asset number two are shown at the same time so they're both counted so what I
like to do very simply is sort this by the total number of conversions right so we can see total number of Conversions here and then we're just scrolling down to the bottom and we're just taking a look at what got the worst right what was the lowest amount of conversions what was maybe autogenerated what do we not want right I can tell you right away this bottom one here this here and this here these are three that got some of the lowest number of conversions and they were automatically created what I'm also doing is I'm
looking for anything that the Performance is marked as low if it's marked as low very straightforward we're literally taking this and we're replacing it you can't actually pause it from here or we're just take is and we're going to replace it with a brand new headline so if this was again white Nike shoes I'm going to change this to a completely different variation because we need to get rid of this low performance right because this is the equivalent if you're used to running Facebook ads or different ad accounts this is the equivalent of cutting your
bad creative and making sure what we have up here best best good best making sure that these get your spend it's critically important the other thing you can do to just make this a little bit easier is you can filter this by the asset type which is something something I like to do when we're working with a lot of assets so I'll look at all my headlines Al together right so now this Is just showing me my headlines which is a lot easier to comprehend and I'll start right off the bat by you know removing
anything down here that I just don't think is uh completely applicable because they're automatically created assets so I'll literally just remove these automatically created assets and then anything that's low so in this case this bottom one that's low with zero conversions I'm just taking it and I'm just going to replace this headline on a Very very regular Cadence so I can really like every two to four weeks for something like this the highs the best Goods these are the ones that we need all the conversions to go to these are the most highest converting for
your business it's critical you have them and then the last thing that I like to look at is our combinations I'm not actually acting on too much here but I'm just making sure that generally speaking our combinations make sense so I noticed Right off the bat that my headline here which I know you can't see all of the data but my headline here is way too vague right and because it's too vague it might be attracting the wrong click right that's so critical right cuz if I'm too vague my click through rates might go really
high but ultimately if I'm driving the wrong clicks that I'm attracting the wrong people and I'm paying for clicks cuz this is a cost per click a pay per click platform I'm Paying for the wrong clicks paying for too many clicks that I'm wasting a ton of cash so easy to make and fix these adjustments that is everything on the performance back side that testing that headline testing that image testing that copy testing when done especially at the asset group level is so critical right you could do this on a very regular basis it's going
to make such a difference you can see all our performing assets are all marked as best Right because we've recycled these so many times we've changed the next the next the next over and over and over over the course of three or four months now that now we have come to a subset of square images here because that's the acet type I'm using that are deemed best by Google right they are deemed in performance terms Google is marking them as best which is amazing for the algorithm so moving back to our campaign we've really really
dug into to each of These campaigns so far and I'm going to wrap up with our non-brand search campaign so non-branded search is really meant to show up whenever someone's searching for anything related to our business but not directly speaking about our business again we're just going to keep using Nike so Nike is a branded search right we know this it's a brand name what's not a branded search are running shoes straight up right and once we search running shoes some of our Shopping results that come up are mixed right so we have on showing
up quite a bit we have Nike showing up most dominantly we have you know some Amazon listing showing up so it's a little bit all over the place and over time with these different changes with different searches that we push in here we're going to see very very different products show up so best running shoes is not a term that Nike bids on right Nike is very very specific so looks like They're bidding a little bit I should say but for the most part we're bidding on Brooks we're bidding on on very heavily a little
bit of Hoka and a little bit of no bull and as we continue to go we see that same Trend right just one or two Nike results and this is more spread out because it's not a branded term so the ideal scenario for you in your business is that you have some sort of ownership over the broad terms that you want to be aggressive on right that Are most important to your business you own part of these terms so it depends on how competitive your space is how much money there is in your space how
your barriers to entry exist in your space for example if you're a jewelry business and yeah it's going to be really hard to just own the word jewelry right like owning the word jewelry is Extreme there's thousands of jewelry Brands there's probably like a 100,000 plus jewelry Brands and a thousands and Thousands of those are doing millions of dollars already a year and they're spending hundreds of thousands of dollars on Google ads so how do you outmaneuver those the way you outmaneuver those is you don't worry about the term jewelry right you're never going to
win on jewelry there's a thousand Brands you can think of off the top of your head what you do focus on is your specific core competency so if you're a jewelry business that never Tarnishes or if you're a jewelry business that has a 100% refund rate no matter what no questions asks right think about your core competency and write it in here so jewelry no tarnish really simple we've already removed some of the shopping feed so shopping has now really come down so in our previous search you actually saw that the price points were in
the 20,000 30,000 just SP me typing in jewelry but now once I get a little bit more specific we start to See a multiple Brands here so we're not seeing one brand dominate any anything and we see a little bit of repetition for example we see avaria jewelry and then we actually see them again later we see Anna Louisa and then we see Anna Louisa again later so we kind of just see the same Brands pop up a few times which is good that means we narrow down right so what we want to do when
we're creating our non-brand search campaigns we want to just think about what are the Most critical things to your business no matter who you are no matter what brand you are there is something unique about your business and that's what you need to focus on when you're Crea your non-brand search campaign So within your non-brand search campaign I highly recommend you segment your campaign out by different products or different categories this is the first time we're going to be doing this throughout this entire setup performance Max was very Simplified Brandon search was very simplified but
your non-brand search campaign should generally be pretty segmented the reason for this is because the keywords are going to differ and if there's different volumes for different sets of keywords then Google is automatically going to push your budget to wherever the most volume is if everything's mixed and matched together let me show you exactly how this works so if we take a look at my setup right Here I have 1 2 3 4 Active ad groups within these four active ad groups this top one is spending the majority of the cash if I pushed these
Search terms that are existing in this ad group into all of these so if I combined all these into just one like Mega add group then what would happen is instead of the 11,872 going to the terms here this would be a greater disproportionate amount it would actually skew even heavier to this ad group that's not what you want to create You need some sort of balance and then you need goals Associated to each ad group because you probably have different average order values and different lifetime values Associated to each product set or different groupings
within your business so what we recommend you do is create ad groups for different core product groupings so if you're selling shoes I'm actually going to switch it up a little bit I'm going to go with Brooks because Brooks really Focuses on functional shoes instead of Lifestyle shoes so for Brooks they could really easily break out their ad groups by most of what they have down here now what you'll notice is some of these are really similar treadmill and JY is going to be extremely similar to walking and Road Trail is going to be really
similar to hiking right so what Brooks could do in this case instead of having a setup that combines all these ad groups together into one and instead of having A setup that has 1 2 3 4 5 6 7 8 9 10 11 AG groups which is too many they can mix and match these ad groups in the appropriate Fashions so what I would do is I'd have the this is rough guessing CU I don't know this brand too well but I would have road walking and trundle that would be number one I'd have Trail
and Hiking as number two I probably put support and wide as number three and then I would probably put racing and track as number four and depending on How important lifestyle was for them I probably put that into number five right so that gives me five ad groups as opposed to 11 we've cut it down in half and I'm sure if you actually know this brand if you know this category really well you can even condense that down further so by pushing these into to four or five different ad groups we can then create specific
keywords to each of those ad groups so continuing on this same path if we were really focused on Let's go with the hiking and Trail so we're we're thinking people at least I'm thinking people that are hiking people that are in the woods people that are trail running right so for our Search keywords we're going to have a mix of all three match types this is very different than what most people recommend but what we found in our studies is that this works better so when you go to create your keywords I'm going to show
you exactly what I do for Brooks we would have trail shoes we'd have trail running shoes and then a couple variations based on what's most applicable to the business and as you can see I'm doing this in phrase match so I have quotes around each of these I would then take the exact same keywords I'm literally going to copy and paste these and I'm just going to switch the quotes or the phrase match to exact match really straightforward right so now we have exact match variants in here And then I'm going to do the same
thing again and I'm going to just remove the quotes all together cuz when you have nothing around your keywords now these be become broad match keywords so now looking at this here we have two phrase match keywords two exact match keywords and two broad match keywords this is going to give us massive amounts of reach it's also going to focus most of the spend and really what's most important to us on these exact match Terms finally we're going to be able to see all of the performance of this in our insights and reports and in
our Search terms so just like we manage our brand core campaign we're going to manage this in a very similar way so what we're going to be doing here is we're going to have a lot of keywords here as you can see I have 7,000 keywords that's so many keywords it's going to be hard to manage the very first thing we want to make sure we're Doing is we don't want to be bidding on any of our brand terms so as you can see from this example this is our brand name I know you can't
see it but we have spent only $47 on this brand term where this entire campaign has SP $6,000 so really small ratio some things are going to slip through the cracks but that's really good if you're currently looking at your non-brand campaign right now that you're actively running you just did that you put your brand name in There and you have you know 40% of your spend on brand terms news flash unfortunately it is not a non brand campaign right it's a brand and non-brand campaign so we want to go through all these Search terms
and as crazy as this sounds I go through these one by one 7,000 it's going to take some time but the good news is once you do this one time the next time you do it it's only going to take 20 or 30 minutes and this is generally a practice that You're going to want to do on a very regular Cadence every 2 weeks to 4 weeks this needs to get done this is going to improve your account every time you do it no questions asked it is a Time suck but it's worth the money
so let's say you run into a scenario where you see a lot of your brand terms or you see a lot of keywords that are the same right so you see a lot of keywords that are completely irrelevant you need to get rid of them you need to get rid of them Quick now what I like to do when I optimize here is I always sort by search term because what you'll notice as you do this is you see things that are very very similar so you'll see the same thing like four or five times
that allows you to exclude that very quickly right that's how I get through these fast and let's say you do stumble upon things that you do want to get rid of there's two ways to approach this you can simply click them and click add as a Negative keyword and you can move them into your campaign level really simple that's actually what I'd recommend in most cases however as things get a little bit more complicated you expand so in this case we have 7,000 Search terms what you're going to want to do so let's say our
exact match negative because this is how it would show up is Nike now instead of just exact match Nike because it might be like Nike red shoe size 11 so if it was Nike red shoe Size 11 maybe I actually want to include anytime red show up if I did want to do that instead of putting in exclusions every time I see the word red Sho and constantly creating these negatives what I would do instead is I would phrase match i' start with a quote and I would type in red shoes or even maybe go
to the next extreme because if I just don't want anything to ever say red then I would just go red as an exclusion right really straightforward really simple you Can do this with your competitor names you could do this with anything that Google thinks is relevant for you but you know as a business owner is not right that's what's important here and what you'll notice is that over time doing this dozens and dozens of times you will have significantly less overall keywords you'll have a lot less Search terms which of course make everything more relevant
and steadily improve your account all right now keep in mind what I just showed you is one example there are hundreds of approaches there's so many strategies that we' like to take on Google ads now if you follow the details within this video you're going to get a better result if you're optimizing your campaigns if you're testing new creative testing new headlines and you're working with Google's algorithm you're basically figuring out what's working according to Google's eyes and what's not working you're using your data points you're Replacing the bad with good over time your account
is going to grow and you're going to see incremental improvements now that doesn't mean this is an overnight success that does not mean you do this and all of a sudden you see a 20 and 30 or 40 50% Improvement in your account but what it does mean is that every time you optimize every time you make these small adjustments you see a 2 3 4% Improvement and as you see these 2 or 3 or 4% improvements M ments Naturally over the course of 3 to 6 months your account goes from a two row as
to a 2.2 to a 2.3 to a 2.5 and all of a sudden you're raking in profit and you're able to scale significantly faster than all of your competitors so look overall this is the structure and our testing format that we're using across Google ads for most of our clients if this was way too complicated and you're running an e-commerce business right now go to the Moonlighters decom to apply to work with us and see if you're fit today if you want to just keep learning and if you got value out of this video definitely
let me know in the comments below I try to reply to every single comment as often as I can shoot us a like and hit subscribe thanks everyone see you
