Google Ads Search Campaign Optimization

Introduction

• Presented by Austin from Grow My Ads.
• Focus on optimizing search campaigns in Google Ads.
• Key areas: campaign structure, settings, ad groups, keywords, negative keywords, ads, bidding strategies, auction insights.
• Purpose: to improve ROI and eliminate what's not working.

Optimization Fundamentals

• Objective: More good, less bad.
• Analyze data to identify profitable elements and eliminate unprofitable ones.
• Optimization is a continuous process.

Campaign Structure

• Importance of consolidation while making strategic segmentations.
• Past strategies (e.g., SKAGs, Alpha Beta method) are less effective now.
• Current strategy: Consolidate data points, let machine learning work.

When to Segment Campaigns

• Brand vs Non-Brand: Separate to ensure targeted messaging.
• Location: Segment international campaigns, consider differences between markets.
• Categories: Different product categories may need segmentation due to varied CPCs.
• Goals: Products with different profit margins may require separate campaigns.

Campaign Settings

• Goals: Ensure correct conversion goals are set.
• Networks: Avoid display network on search; evaluate search partners' performance.
• Location Settings: Use 'Presence' to avoid out-of-area traffic.
• Budget: Allocate more to high-performing, budget-limited campaigns.
• Ad Schedule: Align with business hours, especially for call conversions.
• Devices: Regularly review performance; consider exclusions based on historical data.
• Audiences: Check demographic data and exclude non-target segments if necessary.

Ad Group Structure

• Goal to consolidate while allowing for segmentation when beneficial.
• Use themes (e.g., emergency, affordable) to organize ad groups.

Keywords

• Optimization Steps: Pause poor performers, add new keywords, include negatives.
• Reflection: Add keywords that have shown good performance; consider match type.
• Placement: Add to existing ad group or create new for better relevance.

Ads and Ad Assets

• Focus on meaningful tests and controlled experiments.
• Utilize all relevant ad assets.
• Regularly check for ad disapprovals.
• Additional resources available online.

Bidding

• Bidding steers the campaign but does not fix fundamental issues.
• Important to have a solid structure before focusing on bids.
• Detailed bidding strategies covered in separate master class.

Auction Insight Report

• Monitor competitor activity and impact on performance.
• Review frequently to adjust strategies accordingly.

Google Recommendations

• Manual review is recommended over auto-applying.
• Turn off auto-apply to avoid unintended changes.

Conclusion

• Video provides comprehensive insights into Google Ads search campaign optimization.
• Encouraged to engage with additional resources and videos for deeper understanding.