Hello, Tyler DeWitt, here. So, I want to go over how to launch a Google Ads campaign, and I want you to keep in mind one of the most important factors is account structuring. Account structuring is key; it will make or break your campaign. That means your campaigns need to be highly organized. Your ad groups need to be organized, and you need to keep your ad groups relevant.
Don’t get carried away with putting hundreds of keywords in an ad group. That’s what your phrase and broad match are for. Anytime that you launch a campaign, or the search campaign, you want to keep the search partners off under the settings. Don’t enable the search partners. So many people launch campaigns with the search partners on, and the result of that is a low return on investment or low return on ad spend. Keep those search partners off.
Another key factor in how well your campaign does, in the Search Network, is your keyword quality score. There are several variables that come into play on your keyword quality score, and some of the main factors are your click-through rate, your ad relevance, and landing page experience. I would say, the click-through rate on your ads are the most important. Your quality score, for the keywords, is rated from a level of one to 10 on your keywords. Keep in mind, the better click-through you can get on your ads in the Search Network, the higher your quality score is going to be for a given keyword.
So, let’s say for example, you’re targeting Nike shoes. You want to create an ad that’s relevant to Nike shoes, and you want to create a good description. You want to set up some responsive search ads too. Responsive search ads are the new ads. They’re replacing ETAs, expanded text ads. With RSAs, you can still A/B test them, but don’t get caught up with the ad stream. That strength is just giving you an idea of how Google sees your ad, but it doesn’t necessarily change what you spend like the quality score would; that’s under a responsive search ad.
The reason you want to keep the search partners off is because you’re going to start getting traffic from Lycos, Ask, Dogpile, Bizrate, all these search engines that are out there in la la land. They convert very low, and they just don’t bring in qualified traffic. Anytime that you’re setting up the Search Network, keep in mind that you have the correct conversion goals settings in place.
If you’re targeting sales, then make sure that you’re using your conversion goal setting as sales. If you’re targeting leads make sure you have it set up as leads. Make sure your conversion tracking is set up. You would be surprised at how many people lack tracking. They will just load a campaign, say, “Well I’m just kind of watching the results.” Make sure you’re tracking everything. You want to know how many leads each landing page is sending you or you want to know how many sales each product is sending you.
So, how should you set your bid settings for a high return on ad spend? You have manual CPC, enhanced CPC and automation. You should always use this process. Anytime you’re launching a new search campaign, start with manual CPC. That gives the Google Search Network time to build up data. Because if you launch the automation right away, Google has no data to make a decision with. So, ideally manual, enhanced, automation, that’s how we usually launch them.
How much data do you need? Anywhere from one to three months, maybe four months running manual CPC, and then once you’ve got months’ worth of data, you have a lot of traffic. You have a lot of clicks, a lot of cells, then you can click on that target row as setting your automation. Usually run it for about a month or two using manual CPC and research network, then move into enhanced CPC, then move into automation.
You can also set up experiments too, and test the campaigns to see which ones do better, like on the Google Shopping Network. If you’re looking for branding, you can use maximize clicks or maximize impressions for your bid settings. Also, your keyword match type. Like I mentioned earlier, we use one to two keywords per ad group using the proper match type.
So, say for example, you set up an ad group with one called Nike shoes, the other one called Reebok shoes. Nike shoes, you want to start that with an exact match. Reebok shoes, start that with an exact match. See how it converts. You can add a phrase keyword into the mix too, but if you use the phrase keywords, set the bid, or set the max cost per click a little bit lower on the phrase match, because, generally speaking, phrase match keywords convert lower.
For the Google recommendations, anytime that you see Google recommendations showing up, don’t get carried away. You don’t have to always apply the Google recommendations. Actually, in all honesty, we dismiss a lot of them. I do anyways, but I’ve got damn near 20 years’ experience. I’ve been using Google Ads since they came out. It was the year 2000-2002, something like that.
When your optimization score at the top says 70-100%. Don’t take that literally, just because it says your account is 70% optimized does not necessarily mean that’s true. Because if you go in there and just start dismissing the recommendations and you don’t even apply them, it will just bump it back up to 100%. That’s just Google’s way of saying “Hey, pay attention to this. This is what we see.”
The reason they put those metrics into place is because a lot of people are not making changes, or they’re not applying changes, or they’re overlooking things. The recommendations just give you an idea of what could be applied, that might boost performance, but don’t take it literally. Don’t think that just because Google says it recommends that you need to apply it. Use good common sense. The reason I dismiss them, I review them, but 99% of time I dismiss the recommendations because I understand the account. I know exactly what’s going on with the account.
Also, don’t forget to test your Dynamic Search Ads. Dynamic Search Ads can be very beneficial. A lot of people will launch the search network campaign, and they never test the Dynamic Search Ads. If you create a new campaign, set up a Dynamic Search Ads campaign. Make sure that you target the correct pages.
So, say for example, you’re a Shopify site, you want to target your product pages. You don’t want to target the entire site. You just want to target your most important pages. If there’s only 15-20 products that you are focusing on, then load those into your dynamic ad settings or your dynamic ad targeting options. Keep in mind, it should be launched with manual CPC to get the data built up.
Even if you’re losing some money, breaking even, that’s not a bad sign. I mean, you should profit just a little bit. But if you’re only getting like a 1.5x return, let it run for a while relax, don’t panic. Don’t start making changes, get the data first, and then change it to automation. So, we’ll start kicking all those bidding signals into place, city, state, time, weekend, it will start automatically decreasing or increasing bids based on bidding signals. And there’s hundreds if not thousands of signals that are coming into play.
One of the key factors to keep in mind from this video is to launch search without display. I’m not sure if I mentioned that earlier. I don’t think I did. You need to launch the search without Display Network. Don’t combine the display with the Search Network. Use the right conversion goal settings. So, when you go to move into automation, Google will know how to optimize your account. Test the Dynamic Search Ads don’t leave those out. You should try them and thrive for high quality scores in A/B test landing pages and ads nonstop. So that should be it for the Search Network. And be sure to subscribe to our YouTube channel and check out my bio. That should be it, thank you.
A Top Performing Marketing Executive, Consultant, and Speaker.
Tyler’s success at helping clients scale has resulted in numerous speaking engagements. Tyler has spoken for numerous tradeshows including DigiMarCon which is one of the world’s largest digital marketing conferences.
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