The Best Google Ads Strategy For Beginners in 2024

Summary

In this informative video, the presenter, with experience from Vayner Media and Bark, introduces a strategic approach to Google Ads for brands under $1 million in revenue. The strategy focuses on simplicity to avoid spreading resources too thin and to effectively identify what works. The presenter outlines the setup for two campaigns: a Performance Max campaign to create an omnipresent brand presence across Google's platforms, and a Branded Search campaign to secure conversions at the last step of the customer journey. The Performance Max campaign is designed to cover various ad types and prioritizes conversions over conversion value, leveraging Google's algorithm to maximize results. For the Branded Search campaign, the focus shifts to impression share and securing the top ad spot to prevent competitors from intercepting potential customers. The presenter emphasizes the importance of bidding strategies, campaign settings, and the use of specific keywords and brand identifiers to ensure the ads reach the intended audience. The video concludes with budget recommendations, suggesting an initial spend based on the brand's average order value and adjusting as necessary to ensure the ads are seen by the right people at the right time.

Takeaways

• 🚀 **Start with Performance Max**: For brands under $1 million in revenue, begin with a Performance Max campaign to cover various ad placements like shopping, display, YouTube, and search.
• 📈 **Focus on Conversions**: Initially, prioritize conversions over conversion value to leverage Google's algorithm for the best results without overcomplicating the campaign.
• 🛍️ **Select the Right Products**: Promote products that customers are likely to buy repeatedly, avoiding lower-value items that may not contribute significantly to revenue.
• 📝 **Be Descriptive with Campaign Names**: Use descriptive names for campaigns and asset groups to easily identify and manage different aspects of the advertising strategy.
• 🖼️ **Use Lifestyle Images**: Upload a variety of lifestyle images, mixing square and landscape formats, to cater to different ad placements.
• 🚫 **Avoid Videos in PMX**: Unless you have a very high-priced product, do not upload videos to avoid inefficient ad placements, especially for brands with lower price points.
• 📊 **Include Brand Name in Headlines**: Ensure brand names appear in headlines for better brand recognition and to include key call-to-actions and product descriptors.
• 🎯 **Audience Signal Importance**: Utilize audience signals by adding custom segments and data from owned sources like CRM, email lists, and pixel data to refine targeting.
• 📉 **Set a Reasonable Budget**: Start with a budget that is 25 times the average order value or at least $100-$200 for Performance Max campaigns, adjusting based on performance.
• 🔍 **Branded Search Campaigns**: Implement a brand core exact campaign for branded search to ensure your brand appears at the top of search results for brand-related queries.
• 📌 **Optimize for Impressions**: Focus on impression share and aiming for the top page results to secure visibility and prevent competitors from intercepting potential customers.
• ✅ **Use Exact Brand Keywords**: For branded search, use exact brand keywords, including common misspellings, but avoid broad match keywords to prevent irrelevant traffic.

Q & A

What is the primary goal of the Performance Max campaign?

The primary goal of the Performance Max campaign is to drive new customer acquisition by creating an omnipresent strategy across various Google platforms like Shopping, YouTube, Search, and Discovery.

Why is it important to select 'Purchases' as the conversion goal in the Performance Max campaign?

Selecting 'Purchases' as the conversion goal allows Google to track and optimize the campaign specifically for purchase conversions, ensuring that the ads are focused on driving actual sales rather than just adding items to cart.

What is the recommended approach for bidding in a Performance Max campaign for small brands?

For small brands, it is recommended to focus on conversions rather than conversion value. This approach simplifies the campaign and allows Google to use its algorithm to maximize conversions without overcomplicating the system.

Why should brands avoid advertising low-value products in a Performance Max campaign?

Low-value products, such as $2 items in a clothing brand, are not ideal for advertising in a Performance Max campaign because they may not contribute significantly to revenue. Instead, brands should focus on advertising items that encourage customer loyalty and repeat purchases.

How does the branded search campaign fit into the overall strategy for brands under $1 million in revenue?

The branded search campaign serves as a complement to the Performance Max campaign, ensuring that the brand captures demand from users who are already searching for it. This helps to secure conversions from users who have been exposed to the brand through other channels.

What is the significance of focusing on 'Impression Share' and 'Absolute Top of Page Results' in a branded search campaign?

Focusing on 'Impression Share' and 'Absolute Top of Page Results' ensures that the brand's ads appear at the top of search results for its brand keywords, preventing competitors from intercepting potential customers at the last moment and securing the brand's visibility.

Why is it advised not to upload videos in a Performance Max campaign for most brands?

Uploading videos in a Performance Max campaign can lead to inefficient ad spend, as it may cause the brand to appear on YouTube and other placements that are not as targeted. For most brands, especially those with products under $11,000, it is more effective to focus on images and text rather than videos.

What type of images should be used for the Performance Max campaign?

Lifestyle images should be used instead of product images for the Performance Max campaign. It's also important to have a mix of square and landscape images to accommodate various ad placements.

How should brands approach the budget for their Performance Max campaign?

Brands should consider spending 25 times their average order value or product price point as a starting budget for the Performance Max campaign. If that's not feasible, a minimum budget of $100 to $200 is recommended, with adjustments made after observing performance over a week.

What is the recommended strategy for bidding in a branded search campaign?

In a branded search campaign, the focus should be on impression share rather than just conversions. This ensures that the brand's ads are visible to the majority of users searching for the brand, preventing competitors from taking the last-click conversion.

How should brands select their keywords for a branded search campaign?

Brands should select their exact brand name in brackets and include variations and common misspellings of their brand name as keywords. This ensures that the ads are shown for relevant searches and not wasted on irrelevant queries.