How to Properly Structure A Google Ads Campaign in 2024 (Tutorial & Real Examples)
Summary
TLDRThis video tutorial guides viewers on optimizing Google Ads campaigns for better results by embracing the shift from search-based to intent-based advertising. It explains the importance of adapting to Google's AI-driven understanding of user intent, which allows ads to show for similar search terms. The video suggests structuring campaigns with single-intent ad groups, using dynamic keyword insertion for ad headlines, and recommends using phrase match over broad or exact match types. It also touches on the simplification of campaign management with fewer ad groups and the use of an optimization checklist for ongoing improvement.
Takeaways
- đ Google Ads has shifted from search-based to intent-based targeting, allowing ads to show up for related search terms even if they don't match the exact keyword.
- đ The change to intent-based targeting means that ads can appear for different variations of a search term, which requires a restructure of ad campaigns to manage and compensate for varied search intent.
- đ It's crucial to adjust ad headlines to match the intent of the search terms to avoid dissonance and maintain a high click-through rate (CTR).
- đ ïž The old method of single-keyword ad groups is no longer effective due to the new intent-based system, which necessitates a move towards broader ad group structures.
- đ The concept of 'single intent ad groups' is introduced, where similar keywords are grouped together under one ad group to streamline campaign management.
- đ Dynamic keyword insertion is recommended to create customizable headlines that can adapt to the triggering keyword, ensuring relevance and improving CTR.
- đ Using a tool like AdWords Wrapper can help manage keywords more efficiently by wrapping them in the desired match type, such as phrase match, for better control.
- đ Phrase match is suggested as a balanced match type that allows for flexibility while still maintaining relevance, unlike broad match which can be too broad.
- đ The script recommends creating multiple ads per ad group to allow Google to test and optimize the best performing ads, typically suggesting three ads per group.
- đ An optimization checklist is mentioned as a useful tool for managing and tracking the performance of Google Ads campaigns on a regular basis.
Q & A
What is the main focus of the video?
-The main focus of the video is to guide viewers on how to structure their Google Ads campaign for the best results, particularly emphasizing the shift from search-based to intent-based advertising.
What is the significance of the switch from search-based to intent-based in Google Ads?
-The switch to intent-based advertising in Google Ads allows ads to appear for related search terms that may not be an exact match, broadening the potential reach of ads and making it more adaptive to user intent.
Why is it important to adjust campaigns to manage different keyword variations?
-Adjusting campaigns to manage different keyword variations is important because Google's AI interprets many similar phrases as having the same intent, which can affect ad visibility and click-through rates if not properly optimized.
What is the recommended approach for structuring ad groups in the new intent-based system?
-The recommended approach is to use single intent ad groups, which involve grouping keywords that are semantically similar under one ad group, allowing for more efficient management and optimization.
How does dynamic keyword insertion help in creating ad headlines?
-Dynamic keyword insertion helps in creating ad headlines by automatically inserting the triggered keyword into the headline, making it more relevant to the user's search query and potentially increasing click-through rates.
What is the recommended number of ads per ad group?
-It is recommended to have three ads per ad group to allow Google to test and optimize effectively, providing enough data for A/B testing without overwhelming the advertiser.
Why is using phrase match considered better than broad match in many scenarios?
-Phrase match is considered better than broad match in many scenarios because it offers a balance between reach and relevance. It allows for some flexibility in search terms while still maintaining a connection to the intended keyword.
How can advertisers optimize their landing pages in the context of intent-based advertising?
-Advertisers can optimize their landing pages by ensuring that the content is relevant to the keywords and ad copy, even if not every single keyword needs to be represented. The focus should be on addressing the user's intent.
What is the benefit of reducing the number of ad groups from hundreds to just a few?
-Reducing the number of ad groups from hundreds to just a few simplifies campaign management, makes optimization easier, and allows for more efficient use of resources and quicker analysis of campaign performance.
What tool is recommended for managing keywords in Google Ads?
-The tool recommended for managing keywords in Google Ads is AdWords Wrapper, which can be accessed at adwordsrapper.com. It helps in wrapping keywords effectively for better campaign performance.
Outlines
đ Transition to Intent-Based Advertising in Google Ads
The speaker introduces the shift from search-based to intent-based advertising in Google Ads, explaining how Google's AI interprets similar search queries as having the same intent. This change affects how ads are displayed, as they can now appear for a broader range of related search terms, even in exact match scenarios. The video emphasizes the need to adapt campaign structures to manage this new dynamic, focusing on creating headlines that resonate with the user's intent rather than specific keywords. The speaker recommends using dynamic keyword insertion to generate customizable headlines that align with the user's search intent, enhancing click-through rates and reducing ad costs.
đ Structuring Ad Campaigns with Intent-Based Groups
The speaker provides a strategy for structuring ad campaigns under the new intent-based system. They suggest creating single-intent ad groups, which consolidate keywords with similar meanings, such as 'plumbers near me' and 'local plumbers.' This approach simplifies campaign management compared to the traditional method of using single-keyword ad groups. The speaker also discusses the use of dynamic keyword insertion in ad copy to target a variety of keywords with a single headline, which can improve click-through rates. Additionally, they touch on the importance of having dedicated landing pages that align with the broad intent of the keywords, even if they don't need to match every specific keyword.
đ Creating Responsive Search Ads with Dynamic Keyword Insertion
The speaker demonstrates how to create responsive search ads using dynamic keyword insertion. They guide viewers through the process of setting up ad groups with phrase match keywords and then creating ads that can dynamically adapt their headlines based on the user's search query. The video shows how to use the keyword insertion feature to automatically generate headlines that include the user's search terms, making ads more relevant and likely to be clicked. The speaker also recommends creating multiple ads per ad group to allow Google to test and optimize ad performance effectively. Finally, they discuss the benefits of using phrase match over broad or exact match types for better control and performance in intent-based advertising.
Mindmap
Keywords
đĄGoogle Ads
đĄCampaign Structure
đĄKeywords
đĄIntent-Based
đĄDynamic Keyword Insertion
đĄAd Groups
đĄClick-Through Rate (CTR)
đĄLanding Page
đĄResponsive Search Ad
đĄPhrase Match
đĄSearch Term Analysis
Highlights
Introduction to structuring campaigns in Google Ads for optimal results.
Emphasis on the importance of understanding recent changes in Google Ads for effective campaign structuring.
Discussion on the shift from search-based to intent-based advertising in Google Ads.
Explanation of how Google's AI interprets user intent, allowing ads to appear for similar search terms.
The impact of intent-based advertising on the need for dynamic headlines that match user intent.
Advice on adjusting campaigns to manage variations in search terms and maintain high click-through rates.
Recommendation to use single intent ad groups for streamlined campaign management.
Introduction to dynamic keyword insertion for creating customizable headlines based on user search terms.
The significance of using dedicated landing pages that align with user intent.
Practical demonstration of how to structure ad groups and utilize dynamic keyword insertion.
Guidance on selecting the appropriate match types for keywords in ad groups.
Advantages of using phrase match over broad or exact match types.
Importance of regular review and optimization of search terms, ad copy, and landing pages.
Recommendation to create multiple ads per ad group for Google to test and optimize.
Final thoughts on the simplification of ad group management with intent-based advertising.
Encouragement to utilize provided resources like the Google Ads optimization checklist for ongoing campaign improvement.
Transcripts
ladies and gentlemen in today's video
I'm going to walk you through how to
structure your campaign inside Google
ads for the best results we have made
part one of this video of essentially
how to find the proper keywords for this
uh campaign that we're going to be using
and structuring so if you haven't
checked that video out you might want to
go ahead and do that just so you're up
to date with that but this video alone
is a great way to figure out the best
way to actually structure your campaign
so you can get the best results and save
yourself a whole bunch of time because
there's been a lot of changes recently
in Google ads and a lot of the stuff
that used to work no longer works and
I'm going to discuss that in this video
and what I want to discuss first is the
massive switch in Google ads from
essentially search base to intent based
and Google is doing this more and more
and what I mean by this is intent base
essentially allows your ads to appear
for if someone types in plumber near me
or local plumber near me in Google's
artificial intelligence is mined it
means the exact same thing and your ad
is still going to be viable to pop up
which is a massive change from where it
used to be especially when we were
talking about exact match where if you
typed in you know local plumber near me
with an s on it your ad wouldn't be
viable to pop up if that specific
keyword didn't have an s on the end of
it so this is a massive change and I can
show you in a version of this on
Google's actual site which says lawn
mowing service was the keyword they were
targeting but as you can see even in
exact match which is the strictest match
type we have you can still pop up for a
completely different search term which
is grass cutting service near me now I
know in a lot of people's minds they go
yeah it means the exact same thing but
this is a massive change that you need
to be very careful and very
understanding about because this
essentially means that no matter what
keywords we are targeting you are still
going to come up with a whole bunch of
different variations so we need to
adjust our campaigns to be able to
manage and compensate for that because
if we're not able to generate headlines
that immediately match those keywords
we're targeting that creates a large
dissonance between the actual customers
problem and our our headline meaning
they're less likely to click on it
meaning or click through rate goes down
meaning our ad costs could increase
because our cost per click could go up
there's a lot of stuff here that we need
to adjust for now I know all this sounds
super complicated and it is to a certain
extent but it's going to be pretty
simple on the solution here essentially
way back when we had single keyword ad
groups like I was talking about you
would have plumbers near me plumber near
me expert Plumbing near you but because
all of this is Now intent based you
could pop up for local plumbers or
plumbers in my city
so all of these headlines and even if
you created a specific landing page it
no longer works because you're just
going to be able to pop up for a whole
bunch of other stuff so we need to adapt
for that so how do we adapt for that how
do we make our account structure look
different and this is a great great
diagram and it's from oxidant.com if you
haven't checked out this website you
definitely should they make great blog
posts and is by far the best I've seen
on the topic and essentially what they
recommend and what I recommend too is
single intent ad groups and that instead
of intent they said intention but I like
intent better
um but essentially what this means is
grouping ad groups using fewer ad groups
so you could do plumber local or plumber
near me as the actual ad group title and
then as you can see we have a whole
bunch of keywords in here that are
plumbers near me nearest Plumbers Local
plumbers plumbers in my area a plumber
in my ZIP code plumber in my city
all of these things essentially mean the
exact same thing in Google's ai's mind
now how do we adjust our ad copy because
there's a whole bunch of different
keywords how do we target all of that we
want to be as specific as possible
therefore we have the highest
click-through rate and when someone sees
our ad they go yeah that's exactly my
problem what do we do and it's very
simple we use something called Dynamic
keyword and insertion which essentially
allows you to generate a headline via
your keyword so we're going to actually
aim for more keywords in this ad group
because we want our headlines to be as
customizable as possible and essentially
when someone types in and triggers one
of these keywords this keyword will then
appear as one of our headlines and this
can be very very useful because this
allows us to not have to write a whole
bunch of headlines and I'll show you in
a second how to do Dynamic keyword
insertions in case you didn't know but
that's essentially how we're going to
structure our ads as you can see this
saves us a whole bunch of time plumbers
that are affordable and as you can see
cheap plumbers affordable Plumbing all
of this stuff means the exact same thing
in the customer's mind in Google's ai's
mind and we're going to use Dynamic
keyword insertion one thing this doesn't
show is the actual landing page I do
definitely recommend using a dedicated
landing page but it doesn't have to be
as precise as it used to be where you
need every single different keyword in
there you can again use the same tactic
here on your landing page as you did the
keywords and the ad copy going within 10
base if you're looking for a local
plumber you could have a headline that
says local plumber near me or something
like that that has you know quite a few
of the keywords in here but it doesn't
have to go through absolutely everything
that's what I would recommend I would
add a dedicated landing page to all of
these you could also put affordable
plumbers as a landing page certified
plumbers as a landing page and emergency
plumbers as a landing page and your
account will do a lot better than the
single keyword ad groups which used to
take absolutely forever you'd have two
or three hundred ad groups now you're
probably going to have you know three to
six ad groups it's going to be
significantly less than what you used to
have so what we're going to do is come
back to our original keywords over here
and these are all the keywords we picked
out in the last video and as you can see
a lot of these keywords mean the exact
same thing and best HVAC companies near
me heating and air companies near me
eating an air near me repair companies
repair companies companies near me
contractor you get the point a lot of
this means the exact same thing what I
would do in the case of HVAC is I would
look at HVAC companies and heating and
cooling companies and essentially put
them into one ad group so what I'm going
to do is I'm just going to title this
HVAC company and then I'm going to take
all of these that essentially look near
the same
so we'll do this HVAC company near me
here a company near me
Heating and Air
repair I'm gonna put repair into its own
category I'm going to differentiate
installation
um repair into separate categories
because I do think they are different
and they deserve their own category
there uh he and cooling companies near
me that's fine repair near me so and we
can delete these by the way we'll get
rid of that just we'll get rid of that
that's fine desk can go into here I'm
eating companies near me cool delete
HVAC contractor
I think you could probably get away with
that for right now I'm just gonna leave
it uh maintenance HVAC installation HVAC
under me that could definitely go over
here
repair I think service could also go
there services
yeah and I think I think that's pretty
good I think you could
you know what let's put HVAC Tech in
there and let's put HVAC contractor in
there as well because they essentially
mean the exact same thing however if
someone were looking for installation
versus repair those are two different
things and
you know what we could do I might get
rid of best HVAC company near me and
I'll put that in top rated so we could
do best reviewed highest rated uh best
HVAC company so I'm going to keep that
out of here and essentially now we have
one ad group and this is HVAC company we
could do
we'll extend this a little bit
let's do HVAC install this could be
another one
and of course if you want to add more
keywords you absolutely can we honestly
don't have that many ones here we'll do
we'll just come up with a few extract
installation we'll do near me
HVAC
installation service
HVAC
um yeah I think that should be fine and
then we'll do another one for repair so
you get what I mean and we'll do repair
and
and honestly I might even put
maintenance in here as well uh because
most of this since it's dynamically
inserted uh maintenance and the
additional headlines that are going to
pop up so think for example
two-year guarantee 24 7 service and
these are all reasons to buy and then a
call to action call now for a free quote
as essentially all that is the exact
same here uh you could add HVAC
maintenance into its own ad group but as
you can see Google is becoming much more
lenient uh with what keywords you can
Target now once we have our ad groups
here what do we do and we're going to
come over here to our actual ad group
here I already created a little campaign
here and what we're going to do is
actually add our keywords in here so I'm
going to take all of these and what
actual match type should we enter them
in as and when we see here if we just
pasted them like this they'd all come in
as broad match broad match in most
scenarios is much too vague especially
if you don't have a ton of data to back
it up with I actually recommend using a
tool called AdWords wrapper it's called
adwordsrapper.com it's absolutely
awesome you can paste your keywords in
here hit wrap keywords and then we're
just going to scroll down to phrase
match and pick phrase match phrase match
as a reason is the best match type in my
opinion for most scenarios as it allows
you to have a decent amount of leniency
without being too completely crazy and
going off the deep end with broad match
as you can see here as it says lawn
mowing service you can also pop up for
lawn aeration prices which is very very
different but with phrase match you can
pop up for stuff that is pretty much the
same intent and that's what we're going
for and when we see keywords that are
similar we can add them to our ad group
especially once we see them in our
Search terms pop up we can do that and
uh make sure to please be going over
your search term analysis and adding new
keywords dynamically inserted headlines
once we've done all this we can just go
down here to save and now we have added
all of our phrase match keywords into
our account what we can do now is come
over here to ads and hit create add
we're going to hit responsive search ad
and I'm going to show you how to create
a dynamically inserted keyword please
enter in the actual final URL here I'm
not going to take the time to explain
all of this because I have in many other
videos and I'll link up a whole bunch
look for how to write headlines
um not too difficult and I created an
entire video on this but what we're
going to do is if you hit shift and then
hit this and enter in this little sign
here
um you're gonna see keyword insertion
this is absolutely amazing and this is
going to be the future of Google ads for
in my opinion for a long time because
automatically generated headlines with
enough strictness to ensure that they
don't get out of hand and they're not
going crazy and Google's just not
picking random stuff off your website is
the best way to go it just it line uh
we're just going to enter in what was
this accurate was uh let's do the local
HVAC
company
and
yeah I think local HVAC companies find
local HVAC
um all right you know what let's get fun
looking for
question mark there we go that's cool
because there's a question and it stands
out but essentially this is going to be
the default text if none of our actual
keywords generate a headline no none of
them actually trigger any of this so
when we look in all of these if someone
typed in something that isn't close
enough to this Google is just going to
default back to looking for local a
Tracker looking for HVAC but if it does
trigger a keyword from this list it will
then replace this keyword over here with
this headline so it's going to be very
very closely related make sure to go
through all of these and fill out the
headlines I have an entire tutorial on
how to actually teach all of this I'll
link that up above
um it's a great tutorial and you should
definitely fill out all of these now how
many ads should you have and this is Up
For Debate but I normally recommend
three ads for every single ad group the
reason for that is essentially allows
Google to test to the best of its
abilities and you can make the case that
essentially uh less ads equals a quicker
optimization time which is true however
most people are not going to go into
Google ads and constantly be updating
their ads so I normally recommend for
most accounts just add three ads and
then once you get around to actually
switching up these ads and a b testing
them you're going to have a lot more
data to work with because most people
are just not going to you know change
out all these headlines just for you
know sake of laziness but that's how
many ads I would recommend once we have
our ads completely made our keywords are
in there and then our landing page set
up we're essentially good to go our
account should start looking like this
and then we can start adding in even
more ad group so I would do the exact
same with HVAC install I'd put this in
phrase match I put this in HVAC repair
and some people you could use exact
match as well instead of phrase match I
like phrase match just because it's so
much more lenient and you can generate a
lot of results very quickly with it I
think it's a great in between broad
match and exact match I just think it's
a great balance as of this moment but
it's up to you I would go ahead I would
continue making HVAC installation and
then create HVAC repair and then if you
wanted to go even further and you needed
more Search terms and more ad groups you
could go in and look up you know AC that
could be an entire ad group in itself so
AC repair AC installation and then also
furnace installation that's another
service most HVAC guys do so that's
something you could definitely do and
then you could have you know three to
five maybe even six ad groups here and
it's a lot less than those single
keyword ad groups which is really nice
you're not looking at two or three
hundred ad groups you're looking at
three to six ad groups keep it nice and
simple add more keywords and you should
be good to go your account will start to
look like this and again single intent
ad groups are the way to go at least at
this moment inside Google ads or your
best bet and you're going to see the
best results it's also a lot easier to
optimize all these uh since you're going
to see so many more results so many more
Impressions and it's a lot easier to
optimize you know three to six ad groups
as opposed to two to three hundred ad
groups it's just so much easier now one
thing I should mention is our Google ads
optimization checklist if you're looking
at optimizing all of these keywords and
AD groups and you know landing pages we
have an optimization checklist I'll link
it down below it's completely free and
watching through on what to do on a
weekly monthly and three month basis it
also allows you to jot down your results
to make sure you're making progress
inside Google ads so you're seeing
better results now if you have any
comments questions or concerns about the
video leave a comment down below I will
do my best to answer it other than that
you guys have a wonderful day and take
care I wish you all well
[Music]
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