Structure Your Google Ads Campaigns the RIGHT Way in 2024

Summary

This video covers essential strategies for structuring Google Ads campaigns in 2024. The presenter explains the importance of planning the right campaign structure, considering factors like keywords, audiences, demographics, and locations. Different types of campaigns such as search, Performance Max, shopping, and display are reviewed, with a focus on how they fit various business goals. The video also introduces a campaign planner tool to help viewers design effective Google Ads structures and highlights the benefits of joining the 10x Google Ads community for additional support.

Takeaways

• 📊 Structuring Google Ads campaigns correctly is key to achieving success in 2024.
• 🎯 It's essential to understand not just keywords but also audiences, demographics, and locations for better targeting.
• 📱 Google Ads offers targeting by device types like mobile, tablet, and laptop, which can optimize campaigns.
• 🔄 Many Google Ads accounts suffer from a 'slapstick' approach, leading to inefficiency and missed opportunities.
• 🔑 Using the right campaign type, such as Search or Performance Max, is crucial for specific business goals.
• 🚀 Performance Max campaigns include a mix of ad formats like text, image, video, and shopping across multiple Google networks.
• 📍 Google Ads campaigns should be divided into 'always on' business-building campaigns and 'seasonal/promotional' campaigns.
• ⚖️ Control over keyword and audience targeting varies by campaign type; search campaigns offer the most control, while Performance Max offers less.
• 💡 Campaigns can be categorized into business-building, defensive, aggressive, or promotional to achieve different business goals.
• 🛠️ Planning the exit strategy from promotional campaigns is essential to avoid losing momentum after a sales period.

Q & A

What is the core foundation for success in Google Ads in 2024?

Using the right campaigns with the correct structure is the core foundation for success in Google Ads in 2024.

What are the four main options for targeting in Google Ads?

The four main options for targeting in Google Ads are keywords, audiences, demographics, and locations.

Why is it important to take a step back and plan out your Google Ads campaigns?

It is important to plan your Google Ads campaigns to ensure that each campaign is intentional and suited for your business, rather than taking a 'slapstick' approach that lacks strategy.

What is the difference between search campaigns and Performance Max campaigns in terms of control?

Search campaigns offer high control over keyword and audience targeting, while Performance Max campaigns provide lower control, with Google handling more of the targeting and ad creation.

When is it ideal to use Performance Max campaigns?

Performance Max campaigns are best used after you have a collection of conversions, ideally 30 conversions in 30 days, as they are built for conversion-focused performance.

What are the pros and cons of search campaigns in Google Ads?

Search campaigns provide the highest level of control over keywords and audiences, making them flexible for various conversion endpoints. However, Google is gradually rolling out more automated ad assets, which reduces some control over ad copy.

What are the four types of campaigns that the speaker recommends structuring your Google Ads account around?

The four types of campaigns are business building, defensive, aggressive, and promotional campaigns.

How should you approach Performance Max campaign asset groups for success?

For success with Performance Max, asset groups should be based on subcategory products or keyword themes, as these provide better targeting alignment with Google’s system.

Why is it important to separate always-on campaigns from sales or promotional campaigns?

Separating always-on campaigns from sales or promotional campaigns helps maintain consistent momentum in regular campaigns while ramping up for special promotions without damaging long-term performance.

What is the benefit of using the 'How to Win at Google Ads' planner mentioned in the script?

The 'How to Win at Google Ads' planner helps users design a Google Ads account structure tailored to their business, ensuring strategic campaign setups and better overall performance.