hey this is Austin from grow my ads and in today's video I am giving you a complete step-by-step breakdown on how to optimize search campaigns in Google ads everything from campaign structure to settings to ad group structures to keywords to the negative keywords to the ads add assets to the bidding strategies all the way through to auction insights knowing and seeing what your competitors are doing in your space and how to make moves against it all of that in this video make sure to watch the entire video lots of golden nuggets throughout it this is everything that we do here at grow my ads to move the needle on search campaigns so I hope you get Great Value from this I hope you make a lot of money putting some of these recommendations in practice to your account and I'm excited to share this with you so let's dive [Music] in all right so with optimization we start with fundamentals okay so a lot of people you know they they like how do I optimize my search campaigns and they they get into the Weeds on all this stuff and I'm like hold on you got to take a step back so what what are you actually trying to do right well optimization at the end of the day you are always trying to do the following more good less bad that's it it's super simple all you're trying to do is analyze data figure out what what's working and providing money and making money at Roi that we're trying to go after or a goal that we're trying to go after and what's not and how do I fix the bad and how do I get more of the good and if you can't fix the bad how do I just get rid of the bad right that's optimization that's all you're doing and then you're also looking at how to continue to Forever grow if possible so this is a forever game that you're playing and that's why you know you're not just autop piloting these campaigns because event one day something will disrupt it and then you're back to square one so the game of optimization never truly ends unfortunately but how to go about optimizing the search campaign you need a framework to work from and a lot of people don't seem to have that a lot of people are just diving in randomly to campaigns and clicking buttons and they have you know no idea what they're even doing and so I hope in this video you're going to at least have some clarity on how to actually start looking at your search campaigns holistically and then be able to start optimizing within a framework that I'm going to share with you here so search campaigns are composed of the following campaign right then the settings within those campaigns inside of your campaign you're going to have ad groups inside of AD groups you're going to have keywords and inside of those ad groups you're also going to have ads right it's super super simple when you break it down like this so to start actually optimizing what we do is work top down so let's start with campaign structure the key to structure is to consolidate as much as possible when it makes sense so years ago I've been in this game too long but I used to love scags single keyword ad groups I used to love Alpha Beta method that's segmenting campaigns by top performing exact match keywords and then you had a data campaign that you were kind of using to mine keyword data and then you would move exact matches up to the alpha campaign those were the Glory Days in fact my favorite time of optimizing Google ads campaigns it's it's you would think Ai and smart bidding and machine learning made this easier it didn't it's just it's actually it's it's so much harder today than what it was even just 2 three five years ago because we've lost so much control and Google is a forever giant greedy organization that's just always trying to continue to make more money from their ads and a lot of what they've done unfortunately has pulled the that control from you and has made it really hard to steer the the ship and and sort of make these big gains that we used to be able to make back with scags and Alpha Beta method now there's still lots that can be done which is what we're going to talk about in this video on how to optimize these search campaigns but what no longer works is you know skags the alpha beta which my was my old favorite I loved segmenting by match types or devices or any of that what works today is consolidating as much as possible getting as much data points within a campaign that makes sense and allowing the machine learning to really work from that now what does that look like so what when can it make sense to actually segment campaigns right brand versus non-brand always I've done a bazillion Audits and I can't tell you how many today I still see where brand terms are showing in their non-brand campaigns you don't want that brand is going to behave completely different you want your ad messaging to be completely different to someone who's searching for your brand so brand campaign non-brand campaign never mix these two these should always be segmented location I've done audits where people just throw in like five different countries into a campaign and and not my favorite strategy technically the smart bidding machine learning should know how to adjust based off that I don't like it locations are especially International they're going to have different time zones and the audience is just going to be completely different so there's scenarios there all right we got to segment our campaigns by different locations most of the campaigns that we run for our clients you would see if if they're running International campaigns those International campaigns are segmented away from what we're doing uh in the US in some cases we do mix Canada and the US depending on what the data shows um but a lot of times we're doing segmentation there categories all right if I'm Best Buy and I sell TVs but I also sell video games it probably doesn't make sense to mix TV keywords and AD groups in with video game keyword and AD groups more than likely cpcs are going to be different the cost of these products are going to be different you know a TV could be in the thousands a video game is like 70 bucks 50 bucks whatever it is today so totally different products there we're going to want those categories segmented out does it make sense to mix those and then different goals in some some scenarios you're going to have products that might have higher margin all right well we're going to operate these with different goals in mind so we would have a campaign structure splitting that out so consolidation is key today however you you still need to do that in a way that makes sense strategically so you still need to segment but when it makes sense so what I'm to give you an example of what would it make sense is if you had TV campaign but you did that you segmented that by multiple TV campaigns so maybe you're like well we have a 50-in TV campaign 65 in TV campaign 75 that would not make sense those you would want to consolidate into one campaign so just know don't I'm not telling you to go consolidate your entire account into one campaign absolutely not what I am saying though is look through your structure and find examples of where it might make sense to consolidate some of your efforts into one campaign so here's an example of what I mean where you could consolidate now I happen to know this account very well so the reason this deep seat sectional campaign is segmented there is a reason behind it however if there wasn't that unique reason behind it this is a scenario that you could lump deep seat sectional into your main sectionals campaign the price point is very similar it's very similar terms and the goal is the same so it doesn't really make sense to have it segmented out on its own it actually more than likely would perform better lumped into the main sectionals campaign now if this were an Ottomans campaign that's different Ottomans have different price points different keywords Etc so that's fine to have segmented but for this main sectionals campaign this is a sectional it's just a type of sectional so it's got a different theme to it which I'll talk about when we get into the ad group section but here ideally you would actually just run deep seat sectionals as ad groups inside of your main sectionals Campaign which gives more data Consolidated into one campaign now again I know what's going on in this case so there's a reason behind it but in most cases it would be good to consolidate okay campaign settings so this is honestly the first place to check when optimizing campaigns is check the settings first is there any major issue within the settings that could actually just be killing the campaign completely so always check the settings I have a full list here of settings to check but I'm going to hop into a real campaign and go one by one through them okay I'm in an actual campaign I'm in the settings and I'm just going to check all right what are the main settings are they correct so number one goals I've seen in many cases where the goal is completely different than what they actually want to go after so they act accidentally put in other conversion goals that were tracking that they had no idea that results in double tracking or incorrect tracking so then you can't nothing else matters if you have the incorrect conversion set to your campaign bidding keywords none of it even matters anymore because you're operating that campaign off of inaccurate conversion data so in this case this is an e-commerce business we're just going after purchases and that's all we want is purchases so this looks clean to me I do see a lot of cases people accidentally go to use campaign specific and they'll create specific campaign goals and that's where they forget that they did that and then they'll build new campaigns with different conversion goals and and then it gets really messy so always make sure you know am I going after the correct conversions for e-commerce usually that's purchases and phone calls for lead generation usually that's form fills and phone calls calls not saying that's the only conversions that ever exist obviously there's more but usually those are the main macros customer acquisition I don't normally I don't have this in my sheet cuz I didn't really want to confuse anyone here though you can click optimize campaign for acquiring new customers all this does though is sort of inflates so if you assign a value to this this would inflate the actual conversion value here this is not something I normally use on our search campaigns and then only bid four new customers again this isn't usually something I'm running for the most part in my search campaigns people may ask well why not because if someone is typing in a non-brand term so this is for sectionals if they're typing in sectional sofa and let's say they were an existing customer or let's say they were they visited our our website before well they're on Google searching for my product but they're not coming and buying from me right now in that moment they're searching for sectional sofas again I want to get back in front of their face so yeah I don't care I I I just I want to I want to sell them a sectional why are they searching for a sectional so I don't there's a there is a strategy for this customer acquisition goal and most of my search campaigns I'm not running it so you can just ignore that setting for now and most people who run this customer acquisition setting usually run it incorrectly they start bidding higher they edit the value to be extremely high and then forget and then it's like well hey no wonder your backin Revenue numbers don't match your Google ads numbers you gave new customer acquisition Revenue you know $1,000 more in value so I don't want to go too In The Weeds on it just skip it you can just skip that part for now and not worry about it but I I can tell you in almost 90% plus of our search campaigns you will not see us utilizing this setting marketing objective this is just when you're building the campaign this this means nothing so don't even worry about that and then I have you know in in our creating a search campaign video which will be in the description below I go through a lot of this too networks this is one you should always make sure display is not on search you never want display on search it behaves totally differently and then search Partners you want to check the performance of search Partners where would you actually check search partner performance so I'm at the campaign level inside of the account and you go to segment and then you just hit network with search Partners so here's an account that's actually running Display Network and search Partners look at this so here's a a search campaign it has had one conversion for $850 CPA Google search 33.5 2 conversions at a $154 CPA okay I would probably go ahead and chalk this up as search Partners does not work very well so I would turn search Partners off now search Partners can work so it either works and it's great or it doesn't work and it get rid of it that's it you don't have to go any more complex than that it either works and you're happy with results or it doesn't and you turn it off and then in this campaign they have Display Network on again I never recommend this I hate that Google did that I think it was a money grab by them all right location settings this is where you would be targeting only thing here I I always make sure people have set is this target setting so you hit location options do not run presence or interest this will fire I have seen you know traffic from other countries populate even though you're only targeting the United States so to help control that just have your target settings set to presence so these are people in that location someone could show interest in Google's eyes but live in you know Ireland you may not serve or ship to Ireland though and so you don't want to rely on what Google thinks someone's interest is you want to control that a bit so this will help make sure you don't get too much out of Area traffic and so I always always have this presence Target setting set up all right then you have budget so budget could be its own entire video which I don't have one on yet but what you want to make sure if you are looking at an account and there is a campaign that is limited by budget but is performing the highest then why not allocate more to that campaign I see it time and time again so it's like hey you spent only 50% of your budget to this campaign which is limited by budget and it generated more than 80% of your conversions why not take some money away from the other campaigns that are lower performing reallocate that budget to the high performing campaign and continue to maximize your results from the high performing campaign or campaigns in some cases they might have reasons why in many cases they're like oh we never thought of that it's just proper budget allocation I will have a future video potentially on proper budget allocation but for now now all you have to think is is this campaign performing well is it limited by budget why am I not giving it more budget if it's performing well hitting my goal and I'm limited that's all you need to think about is can I give this more fuel why am I not giving it more fuel all right we've got bidding then I have bidding for I have bidding last I'll tell you why but we got to get through the other sections first but I do have a whole thing on bidding all right another thing to check add schedule now in this campaign we're running 24/7 however there are times I've audited accounts and their hours of operation are from 9 to 5: Eastern time and their hours of their campaigns are not 9 to5 and they're going for phone calls so I'm like well do you have you know customer service reps or a call center that's 247 no we don't then why would you run ads for a call conversion when no one's there to pick the phone up so they obviously they fix that but ad schedule always make sure it makes sense for e-commerce usually 24 hours is fine every once in a while you'll find you know hey super late at night doesn't do well or something I normally at this point let smart bidding just work that there are rare cases though that I I will go in if I just see complete outliers in the data I will actually set an ad schedule then for an e-commerce business for the most part smart bidding is really good though working with all of those hours so I just let it open up 247 I want to make money 247 so I want to run ads 24/7 if you are a local service based business though the ad schedule can be more important to you ideally you can run 247 but if you if you don't have form fills so if no one can actually fill a form out and you're only going after phone calls then you have to make sure if someone calls you can actually pick that call up because then there's like a 90% chance you're not going to get the business if you don't actually pick the call up the other thing let's say you run form fills and do calls if you go into your ad assets and you go to your call extension now in this account we don't run a call extension but if you were running phone calls and that was important to you so the mobile call extension what a lot of people forget about is if you go to advaned options you can choose when this shows so I've done a lot of audits for local service based businesses they're like well we run ads 24/7 cuz we get form fills but I'm like yeah but you're also running your phone number call extension 247 that doesn't make any sense does it so run this to what your hours of operation are where you could actually pick the phone call up and no one seems to realize that this is even a setting so here you go here's a little Golden Nugget so if you're only open 9 to 5:00 p.m. and you can only answer calls 9:00 to 5:00 p.m. you don't want this call click to call ADD extension showing any other time from 9:00 to 5 so always always check that and your ad schedule okay devices always just check device performance if you're running smart bidding then most smart bidding will take care of the device bid adjustment so you don't actually have to come in here and bid adjust you'll notice in this account I have tablets 100% excluded historically tablets just did absolutely nothing again some people like well smart Bing will figure that out and take care of it it will still trickle in clicks each month even if it's just one or two I don't want to give Google any more money than they deserve so if I know tablets don't do well for us I just don't even run it so in this case I just have tablets excluded I'm not saying tablets don't do well for other accounts or Industries in this case we ran all the data I just did not make sense to run tablet traffic so in this case we're just running on mobile and desktop always make sure to check devices if there's any crazy outlier there you can exclude and if you're running manual CPC bidding or even Target CPA a bid adjustment will actually do something for you we'll get to the bidding section later and I have an entire Master Class video on bidding that talks about everything you need to know with bids and bid bid adjustments but always always make sure when you're optimizing the search campaign take a look at the device settings all right All Right audience section now when I'm doing optimizations of search campaigns or or doing the audits what I'm normally looking at in the audience section is usually for accounts that have a demographic they probably don't want to serve and if we potentially can look at the data of that demographic within the audience section and make adjustments from there let me give you an example I did an audit of an account they sell Ultra high-end backyard Renovations like super amazing movie scene looking backyard patios right this was in Miami so these were like high high high-end expensive Renovations I had a feeling that 18 to 24 year olds was probably not their demographic so you can look at demographics most cases I am not exclud cluding I'm letting just kind of the smart bidding figure that out but here you can kind of see where data is coming from from the age demographics and if a certain demographic doesn't make sense or the data proves that they are unprofitable I just go ahead and exclude it same with household income so obviously lower than 50% for someone who is selling $100,000 plus backyard renovations to luxury homeowners probably lower 50% isn't going to be their demographic so in that case we would just simply exclude lower than 50% you don't want to go too crazy cuz Google's not perfect they could have someone who's a millionaire accidentally in the 41 to 50% household income so you don't want to go crazy with this but the absolute outliers you do want to look at potentially excluding all right the other thing to consider though with excluding demographics is you can only do it in certain industries so if you're in like finances or housing of any sort like real estate or mortgages any anything like that Google will not let you exclude anyone so you might not have the ability to do it but if you are in a industry where you know like yeah 18 to 24 year is not our demographic then just go ahead and exclude that again don't go crazy don't try to narrow in on just one that's demographic that's not what I'm telling you to do just look for those extreme outliers okay ad group structure so like campaigns your goal of AD groups is to consolidate as much as you can and segment only when it makes sense so the goal of your ad group is to group keywords and ads that match together and will resonate with the Searcher hence the name ad group I think a lot of people forget that right it's called an ad group so it's a group of keywords with an ad a lot of people have gone too crazy with it the simplest structure is usually an ad group per unique landing page you want to Target or using the Stag method I did not create that name which is single themed ad group here is an example okay so we have plumber or Plumbing campaign the Stag method would be themes now so we have Plumbing General that's plumbing companies plumbing services Plumbing near me then we have Plumbing emergency so here we have only emergency plumbing keywords then we have Plumbing affordable affordable plumber cheap plumber if you were doing the single keyword ad group structure Scag structure back in the day each one of these would be their own ad groups so instead of just three ad groups you probably would end up with you know s to 10 ad groups in this scenario here we lump them into themes all right we have emergency we have affordable and then we have General so this is how you should be thinking about it also ads now for plumbing affordable are going to be more centered around affordability ads for emergency obviously going to be a 247 service emergency plumber and then ads for General are going to be probably trying to mix in most of your features and benefits but not laser in on just one like affordability or emergency so this is how you should be looking at your ad group structure it should be themed and it should be as Consolidated as possible now don't go too crazy with that so when to segment or create new ad groups you can create a better ad or landing page for a set of keywords you have an ad group or set of keywords that need more attention and need to move to their own campaign maybe they're not getting enough Impressions or clicks or ad group or keyword performance is significantly different and you need to isolate those poor performers let me jump into a real ad group and show you what not to do okay I am inside of an ad group and this is exactly what you do not want to do so this is a company that sells all kinds of Parts but they also sell John Deere parts and they might have listened to a Google rep I don't know but they just threw in an insane amount 137 broad match keywords in here this is like the ultimate Way of basically just like giving Google your credit card and let letting it run bill they've got John Deere tractors they have John Deere riding mowers mower blades hydraulic oil oil tires decals weights toys all mixed into one ad group and I can't really show you the ad it would give too much information away as to who they are um but the ad's super generic it's just like yeah we have John Deere parts okay this is not what you want to do so this is too much consolidation again the goal is you want to consolidate as much as possible but segment when you can create better add copy to the set of keywords so it does not make sense to be running John Deere riding mowers with John Deere toys toys should be a separate ad group or probably even a separate campaign in this case where now you're only going after John Deere toy keywords and your ads are John Deere toy related copy and guess what if you click that ad where do you go you probably go to the John Deere toy product category now John Deere writing mowers now you segment those into an ad group you have most of your mower terms and your ad is going to be mower related copy and you're going to send them to a John Deere writing mower landing page or category page right this is not what you want to do this is an absolute waste Google wants you probably to think this is the world we live in today hey just throw in hundreds of broad match keywords flick on Smart bidding and we'll do the rest for you this is an absolute disaster this makes no money this is losing significant amount of return for them and this is an example of what not to do now in my ad group structure that I just explained going by themes what would I be doing well I would be looking at these terms and I would be going into then the Search terms and I would start looking at what we're currently selling and and then what we're getting some volume on right so I would probably start picking this apart definitely I would have a mower parts ad group and then all my mower part terms would be in there here's Gator parts so this would be a separate ad group in itself this potentially could be its own campaign just depending on what their budget is and how big they are but Gator John Deere Gator is separate from a John Deere mower a gator is like a you uh uh utility vehicle so this this is its own category tractor parts would be different from mower parts could still live in the same campaign so just you like a John Deere sort of Parts campaign but we would have a separate ad group from Mower and tractor because I again ads would be ad copy would be different related to tractors and then the landing page you go to would also be different so here's kind of a breakdown of what not to do and here's sort of how I would start looking at segmenting and and combining my search term keyword sets that would make sense into ad groups all right keywords so keyword optimization comes down to the following pausing poor performing keywords adding new keywords from the search query report adding new negative keywords by the way I have a full YouTube video on negative keywords I will have that in the description below so if you want to know how to add negative keywords well I have a full video on that also I have a video on keyword match types and keywords itself I will have that in the description below as well so if you want to go more in depth and that's in this notion dock here so keyword match types and I'll add the negative keyword video in here as well so few questions though from that right when to pause poor performing keywords so no hard rule here but you'll know a loser when you see a loser so if a keyword has had hundreds of clicks showing significantly lower conversion rate and is significantly below your go then you're probably better off just pausing that out you're going to you're going to know a loser when you see it okay so when to add new keywords well if a search term has at least 30 Impressions I'm saying about one impression per day usually to me is like all right that's that's one a day that might have enough volume for me to want to test um and it has shown signs of good performance then I like to add and test these keywords and then what match type do you add those keywords in so this is going to depend on your current structure so if you're using all broad match keyword successfully then I add new keywords in all broad match but I also like adding top performing keywords in exact match form this way I can see my impression share metric because you don't if you add it just in Broad and then you look at the search query report of like a top top term it won't give you the search impression metrics so I like getting individual metrics on my top top performing exact match keywords so I do even if I am running a full broad match campaign structure I will add the exact match in there as well so I can get those metrics now if exact match doesn't perform well then I'll just pause it out over time but I do like to test the exact match version of that while still running broad match let me give you an example all right so I'm inside of an actual ad group this is for a company that does like company formation services in the UK uh I can't give you more information than that but you'll notice I'm running Broad and exact match and I'm getting then the exact data what's my search impression share now this some of this will be blurred out but the reason I'm not just relying fully on Broad match is because I like to know on these top terms with the highest volume what what is my search impression share for someone sort of exactly typing in company company formation or UK company formation now we know there's it's not exact exact because the close variant but I like getting that data and my performance on these terms are pretty good now I'm getting the volume from broad right register a company broad's bringing in an insane amount of volume for me but I don't just if I just paused everything and just left this keyword go I would lose volume for sure and so what I do what in and in this case all of these key keywords resonate with the ad copy that we're running and in here I've tested the broad and exact match of every single one of these keywords over time I'll find some don't do well and I'll pause them and then just let the broad match version run or if the broad match version doesn't do well I'll just let the exact match run but in here I do have a mixture and I just wanted to give you a real life example of that because there's a lot of people who claim broad 100% although that I do see successful cases of that I am still an advocate of adding in some exact match just to get some of that data insight to those exact match high volume terms that I want to be on okay if you're not running full broad match then it is fine to just add phrase or or exact or both of the new terms that you're seeing in the search query report of adding new keywords so most of our clients or most of our accounts the whole broad thing is Big Spenders smaller Spenders I'm still utilizing for the most part a lot of phrase and exact where we can we'll test broad if the campaign's dialed in but if broad doesn't work it just doesn't work so we have to go back we're using phrase and exact so in those cases if I'm finding Search terms in the search query report that I want to add new keywords and test I'm adding those then as phras and exact in those accounts okay so what to do with keywords you add well pretty simple you either add them to the existing ad group or you create a new new ad group for these keywords if you can create more relevant ad copy so in the case of the UK business registration if I found a term in the search query report that I wanted to add as a keyword but it was not just how to form a company or I want to form a company in the UK but it was I want to buy a business name so how to buy a business name or buy business name UK that term would not make sense to put in the ad group where I'm just advertising on generic company formation terms and AD copy I would create a new ad group for business name registration or buying a business name in the UK and then now my ad copy would be all about buying a business name in the UK and I would send them to that landing page as well so you just have to when you go to add you're like does this make sense in the existing ad group or does this make sense to actually build out a new ad group because I can create more relevant ad copy and more relevant landing page I can send them to also don't add keywords to just add keywords this really drives me insane when I do Audits and I see people dump a thousand keywords into ad group it's just so stupid it just creates an absolute mess it's unne unnecessary in the day of the age of machine learning so don't just go in there and add every keyword possible that kind of worked five six seven years ago uh add every keyword no demand put a lot of small bids on them and just kind of get some traffic trickling in little by little on those keywords you don't need that to do that anymore it's it's just it makes no sense it's absolute clutter doesn't need to happen so don't just go in and add keywords add keywords again follow the framework of looking at Impressions looking at am I getting some good performance from it and so that's why I want to get additional traffic from it and and additional insight into how those keywords are behaving so don't just go in there and go trigger happy on adding keywords okay ads and add assets for the sake of time cuz I know this video is already pretty long I have already done a lot of video content on ads so I've included those videos in the description below if you're looking at this notion doc then they will be in the notion doc too just know when it comes to ads just remember test impactful meaningful tests run ad test and controlled experience ments utilize all ad assets that make sense and always always review for ad and AD asset disapprovals often so go check out if you want information on like testing and optimizing ads and AD assets I've got a whole video on testing and optimizing responsive search ads I have an entire video on how to create responsive search ads we also in our library video content on YouTube how to create irresistible ad copy how to create ads using chat GPT so we have a ton of AD copy videos go ahead go check all that out that will help you in the optimization stage of your ads all right bidding I told you I'd save this one for for the end here's why a lot of people think bidding is what makes or breaks their campaign success and I absolutely disagree with that so it's very important but the reason I include this towards the end cuz this is technically a campaign setting and as you remember we started with campaign settings at the beginning the reason I put this in at the end is bidding will not save an account with poor campaign structure incorrect campaign settings and bad keywords in ad groups so remember that ad group with hundreds of John Deere terms John Deere toys John Deere mowers John Deere tractors bidding will not save that that is an absolute disaster of an ad group that's been created it doesn't matter what bid strategy you test or how crazy you go in with bid bid strategies it will not save that campaign because that campaign is built for failure and that is why I put bidding towards the end bidding is there to just steer the math of the campaign to your goal whether that's a Raz goal a cost per acquisition goal a profit goal doesn't matter bidding just takes the the foundation you've built from campaign settings to ad group structure to the keywords that you're bidding on to the ads that you're actually writing and showing for those keywords bidding takes all of that and it steers the math to be able to make it profitable dependent on what your goal is so I could talk all day about bidding and I already have so I have an entire bidding Master Class totally free on our YouTube channel again in the notion do I've included it it's pretty large it contains by the way its own notion do so everything you would need to know about Google ads bidding strategies is here I would recommend going and watching that again this will also be in the description below of this YouTube video but if you take one thing away from this video bidding just steers the campaign it steers the math right don't rely on bidding to save you everything else we've talked about in this video that's really what will make or break the success of your campaign not saying I've I've ran into Times where bidding can take a really decent structure and it wasn't working and we just dialed in the bidding and got it profitable I'm not saying that doesn't exist it does however a lot of people I talk to they just think bidding is what makes or breaks their campaign is absolutely untrue it's everything else that goes into the campaigns that will make the success of your account okay auction Insight report this gives you data on competitors who are competing with you in the same ad auction so this is an optimization as well that a lot of people just like forget to talk about you should be reviewing your auction Insight report frequently we have some accounts we're looking at this like every week because we have to because we're like neck to neck in competition with some of our competitors and guess what I have an entire YouTube video on auction Insight reports how to read the reports why it's important all you need to know from the search campaign optimization side of things is you should be reviewing your competition on the keywords that you're bidding on what are they doing compared to what you're doing do you see any rapid movements in search impression share or overlap rate with any of those competitors if you do you should be on top of that because you're going to feel that in your account in the in that YouTube video on the auction Insight report again that will be in the description below and in the notion do I give you a real case study of a client that we have or where we com like neck to neck with a competitor and it absolutely what they do impacts the results of the campaign I show you the real case study of that obviously I don't give you their information but you see when they ramp up our conversions drop when they drop down our conversions go up it's it's like the perfect case study for looking that competitor analysis using the auction Insight report that video again in the description below go check that out if you want to know how to fully look at auction Andy report okay then to wrap this thing up Google recommendations yes or no no for the most part so I recommend reviewing any recommendations but do not Auto apply any of these recommendations without first reviewing I also recommend turning off all auto apply recommendations lo and behold I have more YouTube videos for you guys so I have videos on auto apply recommendations I also have videos on Google ads optimization score which is a metric based off of the Google recommendations that they give you in the account go check both of these videos out again in the description below if you want to know more about that but I yield to reviewing manually never Auto applying and I turn off most the auto apply recommendations there you go you are now an expert on search campaign optimization I know that was a long video so if you made it all the way through congratulations hopefully you are now a certified master of search campaigns if you have any questions put them in the comments below I will do my best to answer if I can or if I see it and I hope you got great value from this I'll see you on the next video [Music]