The RIGHT Way to Set Up Google Search Ads Campaigns in 2024 | Step-by-Step Tutorial

Summary

In this informative video, the presenter guides viewers through the process of setting up a Google Ads search campaign from scratch. The tutorial covers campaign structure, bidding strategies, keyword selection, and the importance of negative keywords. It emphasizes the use of Max clicks or manual CPC for new campaigns, and provides tips on refining targeting for better ad performance. The video also highlights the significance of having a clear naming convention and the role of ad assets in campaign success.

Takeaways

• 🎯 Start by creating a new campaign in Google Ads without campaign objective guidance for broader settings.
• 📌 Choose 'Search' as the campaign type for a search campaign focused on lead generation.
• 🏷️ Use a clear naming convention for campaigns, such as 'S-CarpetCleaning-FortWayne' for organization and easy tracking.
• 🚫 Avoid using 'Maximize conversions' as the bidding strategy for a new campaign; instead, use 'Max clicks' or 'Manual CPC'.
• 💰 Set a maximum CPC bid limit initially and adjust it based on keyword research and campaign performance.
• 📍 Target specific locations using geo-targeting and consider radius targeting for local service-based businesses.
• 🎯 Exclude tablet traffic initially to focus on desktop and mobile for faster results and more predictable campaign performance.
• 🔍 Add negative keywords to prevent your ads from showing up for irrelevant searches and to avoid wasting budget.
• 📈 Use conversion goals from your campaign performance to measure success and optimize the campaign accordingly.
• 🔄 Turn off the Search Network and Display Network initially to focus on the most relevant traffic sources.
• 📊 Monitor and adjust the campaign settings, such as bid strategies and keyword match types, based on the performance data collected.

Q & A

What is the first step in creating a Google Ads search campaign?

The first step is to access the Google Ads account and click the blue plus button to select 'Create Campaign', then choose 'New Campaign'.

Why is it important to select the campaign objective during setup?

Selecting the campaign objective helps Google provide a more tailored setup experience by limiting the settings shown based on the user's goal, but it does not affect the campaign's performance.

What type of campaign should be selected for a new Google Ads account with no historical data?

For a new account with no historical data, it's recommended to select a search campaign without goals guidance to have more control over the settings.

How should you name your Google Ads campaigns for better organization?

A good naming convention includes the campaign type (e.g., 'S' for search), the service or product (e.g., 'carpet cleaning'), and the location if applicable.

What are the recommended bidding strategies for a brand new campaign?

For a new campaign, it's advised to use either Max Clicks or manual CPC bidding strategies to gather enough conversion data before transitioning to more advanced strategies.

Why is it important to exclude tablet traffic during the initial setup of a campaign?

Excluding tablet traffic initially helps to focus on the top-performing devices, such as desktop and mobile, to achieve faster results and success.

How many conversions are typically needed before transitioning to a conversion-based bidding strategy?

It's recommended to gather about 30 conversions over a period of time, which could take a month or two, before transitioning to a conversion-based bidding strategy.

What is the purpose of adding negative keywords to a Google Ads campaign?

Negative keywords are used to prevent your ads from showing up for irrelevant searches, helping to avoid wasted spend and improve the campaign's overall efficiency.

How can you ensure that your ads are only shown to people within your targeted location?

In the location settings, you should choose 'People in or regularly in your targeted locations' to limit ad展示 to those within the specified geographic radius.

What is the recommended action when Google suggests automatic creation of ad assets?

It's recommended to keep the automatic creation of ad assets turned off, especially in the beginning, to have control over the messaging and ensure that the ad copy is aligned with the campaign goals.

Outlines

00:00

📝 Introduction to Google Ads Search Campaign Setup

The speaker begins by outlining the process of setting up a Google Ads search campaign. They emphasize the importance of understanding the structure and settings, especially when managing large budgets. The speaker also promises to share bonus settings for new search ad campaigns and encourages sticking with the tutorial to learn these tips. The video starts with navigating the Google Ads interface to create a new campaign, highlighting the significance of campaign objectives and the importance of naming conventions for organization and clarity.

05:04

🎯 Selecting Campaign Objectives and Naming Conventions

The speaker discusses the campaign objective selection process, clarifying that these options do not affect campaign performance but rather limit the settings Google presents. They advocate for creating campaigns without goals guidance to avoid limiting options. The importance of naming conventions is stressed to maintain organization in the account, with the speaker providing an example of a naming structure for search campaigns. The tutorial continues with selecting the campaign type and setting up conversion goals, with a focus on the specific needs of a carpet cleaning company.

10:05

🚀 Bidding Strategies and Campaign Optimization

This paragraph delves into the intricacies of bidding strategies for new campaigns. The speaker advises starting with Max clicks or manual CPC bid strategies, especially for accounts without historical data. They explain the importance of accumulating enough conversion volume to transition to more advanced bidding strategies like maximize conversions or Target CPA. The speaker also discusses the use of customer acquisition settings and provides guidance on campaign settings like search network partners, display network, and location targeting, emphasizing the need for precision and control in campaign targeting.

15:07

🌐 Location Targeting and Audience Segmentation

The focus shifts to location targeting, where the speaker explains how to set up geotargeting for the campaign. They discuss the use of presence, interest, and radius targeting, advocating for laser targeting to ensure ads are shown only to people within the targeted area. The paragraph also touches on audience segmentation, explaining how it can provide insights but may not significantly impact campaign performance. The speaker advises setting the audience segment to observation to gather data without affecting ad delivery.

20:08

🔍 Keyword Match Types and Campaign Refinement

The speaker addresses keyword match types, cautioning against starting with broad match keywords in new campaigns. They recommend beginning with exact and phrase match types for better control and results. The paragraph includes a detailed explanation of the differences between match types and the implications for ad performance. The speaker also discusses the use of broad match keywords in conjunction with smart bidding strategies, highlighting the potential for scaling campaigns once they are optimized and conversion goals are met.

25:09

📌 Finalizing Campaign Setup and Additional Settings

The tutorial concludes with the final steps in campaign setup, including setting a campaign budget to ensure at least 10 clicks per day for optimization purposes. The speaker advises on the importance of having enough data to make informed decisions. After publishing the campaign, additional settings are discussed, such as excluding tablet traffic and adjusting bid strategies to manual CPC. The speaker also emphasizes the importance of adding negative keywords to prevent unwanted ad placements and save money. The video ends with a call to action to join a free Google Ads community for further learning and support.

Keywords

💡Google Ads

Google Ads is an online advertising platform developed by Google, allowing businesses to create and display ads on Google's search engine and its advertising network. In the video, the speaker guides viewers through the process of setting up a Google Ads search campaign, emphasizing the importance of structure and settings for effective advertising.

💡Campaign Objective

Campaign Objective refers to the primary goal or desired outcome of an advertising campaign. In the context of the video, the speaker clarifies that selecting a campaign objective in Google Ads does not affect campaign performance but rather limits the settings available to the user, helping to tailor the campaign setup to the advertiser's goals.

💡Naming Conventions

Naming Conventions are standardized ways of naming files, campaigns, or other items to ensure consistency and easy identification. In the video, the speaker emphasizes the importance of using clear and organized naming conventions for Google Ads campaigns, comparing disorganized naming to a messy car interior and suggesting a structured approach for better management and auditing.

💡Bidding Strategies

Bidding Strategies in Google Ads refer to the methods used to determine how much an advertiser is willing to pay for a click or conversion. The video discusses various bidding options, including Max clicks and manual CPC, and the importance of choosing the right strategy for a new campaign based on its goals and the advertiser's familiarity with the platform.

💡Conversion Goals

Conversion Goals are the specific actions that an advertiser wants a user to take after interacting with their ad, such as filling out a form or making a purchase. In the video, the speaker mentions selecting conversion goals during campaign setup, using the example of a carpet cleaning company aiming for form submissions.

💡Negative Keywords

Negative Keywords are words or phrases that an advertiser excludes from their campaign, ensuring that their ads do not appear in search results for those terms. In the video, the speaker advises adding negative keywords to prevent the ad from showing up for irrelevant searches, such as competitor names or unrelated products.

💡Ad Copy

Ad Copy refers to the text and visual content used in an online advertisement to persuade potential customers to take a specific action. In the video, the speaker discusses the creation of ad copy, including headlines and descriptions, and emphasizes the importance of tailoring the messaging to the target audience.

💡Campaign Budget

Campaign Budget refers to the total amount of money allocated for an advertising campaign over a specific period. The speaker in the video recommends setting a daily budget that will generate at least 10 clicks per day to ensure enough data for campaign optimization.

💡Search Network

The Search Network is a group of websites and search engines where Google Ads can display ads. It includes Google search results and other Google sites, as well as partner sites. In the video, the speaker discusses the option to include or exclude the Search Network from the campaign, advising to turn it off for a new campaign to focus on the most relevant ad placements.

💡Ad Schedule

Ad Schedule refers to the specific times when an ad is set to run. In the video, the speaker explains the importance of setting an ad schedule to align with the times when the target audience is most likely to be searching for the advertised services, such as running the carpet cleaning ads from Monday to Friday during business hours.

Highlights

The video provides a step-by-step guide on setting up a Google Ads search campaign from scratch.

The importance of selecting the right campaign objective is emphasized, clarifying that it doesn't affect campaign performance but helps Google show relevant settings.

The presenter shares their approach of not using campaign objective guidance when creating new campaigns for better flexibility.

A clear naming convention for campaigns is crucial for organization and easy management.

Bidding strategies are discussed in detail, with recommendations for starting with Max Clicks or Manual CPC for new campaigns.

The video explains the difference between search and display networks, advising against mixing them in new campaigns.

Location targeting is important, with recommendations to start tight and expand as the campaign matures.

The presenter advises against using broad match keywords in the beginning, recommending exact and phrase match types instead.

Negative keywords are introduced as a way to refine targeting and prevent wasting budget on irrelevant searches.

The video includes tips on creating effective ad copy and the importance of controlling messaging in the early stages of a campaign.

The presenter discusses the use of AI in generating ad suggestions and provides a critical analysis of its effectiveness.

The importance of setting a campaign budget to generate enough clicks for optimization is emphasized.

The video concludes with additional tips on refining campaign settings post-creation, such as adjusting device preferences and bid strategies.

The presenter invites viewers to join their free Google Ads community for further support and learning.

The video serves as a comprehensive guide for beginners looking to navigate the complexities of Google Ads search campaigns effectively.

Transcripts

in this video I'm going to share with

you how to build a brand new Google ad

search campaign step by step the exact

structure and settings that I recommend

from managing millions of dollars per

month in Google ads how we set up our

brand new search campaigns here at Grom

my ads and if you stick with me to the

end I'm going to share a few bonus

settings that I always always recommend

when setting up a new search ads

campaign you're

welcome so let's go ahead and dive

in

[Music]

all right so I'm inside a Google ads

account right now and I am simply going

to click this blue plus button this is

create campaign and I am going to hit

new

campaign now this is going to ask what's

your campaign objective so I want to

emphasize this because I've heard a lot

of misinformation over the years about

this clicking one of these doesn't

actually do anything to the performance

of your campaign clicking one of these

just limits some of the settings that

Google will show you so if you click

sales in your e-commerce it's going to

limit some of the some of the other

settings that you might see inside of

awareness or consideration or local

store visits and promotions so this

really is for you to click and give

Google an idea of what you're looking

for so they can can better give the

settings that make the most sense for

you however I'm going to teach you all

the settings you need to know so you

don't even need any of this so when we

create campaigns whether it's search or

shopping doesn't matter we hit create a

campaign without goals guidance again

I'm giving you everything you need today

so we don't need to limit ourselves here

so go ahead to hit create campaign

without go guidance then select campaign

type obviously there giving you all of

the different campaign types by the way

watch so if I hit sales you see how that

change you don't even get that if I hit

aware and consideration now it's only

giving me these campaign types that is

what I mean by it filters the settings

for you so again we're going to hit this

then I am going to hit search and now

we're at use the conversion goals from

your campaign performance so in this

case it's going to be a submit lead form

because what we're doing is going to be

building out an ad for a carpet cleaning

company so select the results you want

from this campaign I don't need to click

any of this and again this won't do

anything in regards to the performance

so we don't need this now campaign name

make sure naming conventions are huge I

can't tell you how many times I do

Audits and then they've got like 20

campaigns in there and it is it looks

like getting in someone's car that they

don't clean and there's bottles

everywhere and trash everywhere and just

a total mess right do not do that you

want organization so you want a nice

clean naming convention so in this case

I I usually do so s stands for search

that way I just kind of know it's a

search campaign sometimes if I'm looking

at just raw data in an Excel sheet or

maybe even looker Studio reports so s

and then we're going to do carpet

cleaning and then I also like to a lot

of times do the location this is going

to be in Fort

Wayne and so I'm going to have it set

like this and then we'll hit continue

okay so bidding and by the way I have an

entire video on bidding and all the

different bidding options you can find

that link in the description below make

sure to watch that video after you

complete this video but just know

bidding can get pretty complex and I

give you a complete breakdown of what

bid strategies you should use when now

when you're starting a brand new

campaign many people have suggested well

just start with maximize

conversions this account is brand new so

this Carpet Cleaning company has never

ran ads

before I personally still find and

recommend in most cases utili using

either a Max clicks bid strategy and a

lot of times I'll set like a maximum bid

so if you did keyword research you know

you'll know kind of what your your bids

are going to be so I can set a maximum

CPC bid

limit when you get further into the

campaign you can go back so once you've

completed the campaign buildout you can

actually go back to your bid strategies

and choose a manual CPC so you're

telling Google this is what I'm willing

to pay per click I recommend when you're

first starting out use a Max clicks or

manual CPC bid strategy the goal is then

to get enough conversion volume over a

period of time whether that takes you a

month or two but the goal is to get

about 30 conversions in a month you

don't have to absolutely hit 30 but we

have found that 30 seems to be The Sweet

Spot in regards to being able to flick

over than two uh conversion based bid

strategy but when you're building your

campaign out and if you've never bidded

on any of the keywords that are going to

be inside of this campaign then start

with Max clicks or manual CPC I'll show

you how how to flick over to manual CPC

after we build this campaign but just

know that I still recommend using Max

clicks or Minal CPC in the beginning now

if you are building a campaign in a an

account that you've already been running

ads for a long period of time whether

that's a year or five years or even

three or six months and you've got a set

of keywords that you've already have

been bidding on or there's some data

inside of the account history and you're

simply for a restructure purpose or

organizational purpose you're building

out a brand new campaign but the

keywords that you're going to be adding

and the conversions that it's going

after whether it's a form fill a sale a

phone call whatever it may be have

already been accumulated inside of this

account and and Google has some

historical data then you can start

successfully with a maximize conversion

bid strategy or a Target CPA or a

conversion value bid strategy with a tr-

as that's if you have historical data on

those conversions and on those keywords

I'm absolutely okay with that however I

still find it's best to start with Max

clicks or manual CPC if you don't have

any of that historical data yet so in

this case I have to go with Max clicks

and then I am going to set actual CPC

bid limit on this to $10 so basically

what I'm saying is to Google hey don't

bid more than $10 but try to generate

some clicks here then we have this

customer acquisition setting this is

somewhat newish that Google puts in the

campaign buildout so build bid for new

customers only this option limits your

ads to only new customers regardless of

your bid strategy

listen in this case for a carpet

cleaning company and for this campaign

strategy I don't need to add this or or

or limit this most the people who are

searching carpet cleaning terms that I'm

I'll be going after are not going to be

repeat buyers so in this case I don't

even need to worry about this customer

acquisition setting so I'm going to hit

next now some further campaign settings

you have to choose from okay so we have

in Google auto puts you into these so

you don't necessarily want this you've

got search Network ads can appear near

Google search results and other Google

sites when people search for terms that

are relevant to your keywords so search

Partners can include you know a bunch of

Google's other sort of websites that

they're networked with this also can

include Google Maps which I do like for

local service based businesses however

when I am building out a brand new

campaign I normally will flick this

off and the other setting here Display

Network they want to be able to show

your ads on the Display Network this is

like one of the most horrendous settings

I I hated when they when they did this

many many years ago display and search

are totally different the behavior is

totally different I never run Display

Network mixed in with my search campaign

if I do a display ad it's in a display

ad only campaign so I never

absolutely never run this display

network setting and the search Network

partner I did turn this off again for a

brand new account or brand new campaign

in time if I have a campaign and it

starts to get dialed in and I I feel

really good about the conversions and

the performance is there then I flick it

on to increase my ad Impressions and

I'll monitor what the performances on

the search Partners but when I'm first

starting out all I'm trying to do is

give myself the best shot of hitting

success in the shortest period of time

so a lot of these settings I do not want

on in the beginning all right location

so in this case I am going to be

targeting Fort Wayne now you can do you

can add locations in bulk you can do

radius targeting around a certain place

so let's just do Fort Wayne

Indiana so I can do a radius targeting

there's 20 I could do 50 Etc you could

really change this up if you want now

you can also do zip codes so like 46825

if this is a zip so if I just wanted to

Target certain ZIP codes in this case we

are going to do about a 30 mile radius

around 4

Way boom that's a good radius targeting

for this local Carpet Cleaning company

they do travel within these other

smaller areas outside of the city of

Fort Wayne so I'm going to hit save now

important setting and sometimes it gets

hidden so this location options here

we've got Target right so you have and

it auto sets you to this presence or

interest people in regularly in or have

shown interest in your targeted location

and you'll notice Google hits

recommended then you've got presentence

people in or regularly in your targeted

locations so the key difference here is

these terms or who have shown interest

in your targeted

locations I do not like this setting in

most cases so for this campaign I am

flicking it over to people in or

regularly in your targeted

locations this setting basically saying

Hey Google show my ads to anyone you

think is interested in the area of Fort

Wayne Indiana or who has shown interest

or maybe has even been to Fort Wayne the

problem with that is a lot of times then

you'll find your ads are

firing for other countries or other

obscure locations where absolutely

someone's not actually going to be

looking for carpet cleaning in in the

city of Fort Wayne so we want to limit

our ad or ads showing only two people

who are in the 30 mile radius that we

set for Fort Wayne Indiana so if I'm in

Miami and I type carpet cleaning Fort

Wayne I do not want their ad showing I

don't want that I don't want it to show

to anyone who's outside of that radius

targeting this makes sure I have laser

targeting set and again Google gets very

broad sometimes with this I've seen some

like I've seen in the placement reports

you got to dig deep into the reporting

but I've seen countries like India show

up countries in the Middle East obscure

Islands it makes absolutely no sense so

in the beginning always tighten that

control and make sure it's only set to

people in the targeted location you set

then languages I only want English for

this and all of our ads and AD copy and

their employees only speak English so I

have it set to English now you've got

this audience segment this you can get

some observations from two things one

you don't want to set this to targeting

targeting means you're going to only

show your ads to people who fit inside

of your audience group observation is

there for hey we're going to layer some

audiences to your campaigns and you'll

get some data at that sort of audience

layer so in this case what we're going

to do is basically go through there's

some in markets sometimes you can just

do a quick search too so here I'm going

to do carpet cleaning I don't actually

think there's much but Google will give

you the best in regards to that so in

Market home cleaning services in Market

household cleaning supplies I'll

probably just keep it at home cleaning

services for now in market for vacuums

we don't really probably want that

either rugs and

carpet a lot of times this is always

good data to figure out we'll have

renters we'll also have

homeowners and that's good for now

listen you can go in and add sort of as

many as you want I have found other than

getting data insights this is not a

needle mover a lot of times some people

have like at least on a search ad

campaign have gone crazy into like

audience segments in time when you're on

when you're getting conversion data and

you're you're set up on like a a smart

bidding bid strategy whether it's

conversion based like Max conversions or

max conversion value Google does a

really good job of finding people who

fit your data points who look like your

converters so the audience stuff to me

is good insight to bring back for

further campaign tests whether I'm going

to do something like on the Display

Network or YouTube ads but a lot of

times I I don't see it as this campaign

would have performed better if I would

have layered more audiences in there and

and maybe added some bit adjustments to

it it's very rare I I never see that so

I like to look at it more from data

analysis on different segments and a lot

of these people will actually over laap

a lot of times into these different

segments so you don't need to go

overkill on adding audience segments and

again make sure you have it set to

Observation then keywords so it has this

broad match it kind of wants it to force

you into broad match keywords I'll

explain keywords here in a second here

to use broad match keywords switch to a

conversion or conversion value based

bidding strategy so it's actually set to

off listen you can use broad match

keywords whenever you want I could use

them now even with this setting off so

don't even really worry about this

setting right now you can just

completely ignore it then we have

automatically created assets so you can

allow Google to help you generate

headlines and description assets for

your ads using your content from landing

page domain and ads basically you're

giving Google control

to essentially add different headlines

descriptions and AD copy to the ad now

we're going to be building an ad in this

step-by-step tutorial

however if I have this set on Google can

actually just go ahead and create ads

for me I'm going to keep it off I don't

really like using that right away in

some cases over time I'll test it and

Google is getting better at including

some good ad copy however I want to

control the messaging right now for this

ad so I want to have this turned off

then you have this more settings we have

ADD rotation you do not need to do

anything here just keep this set to

optimize prefer best performing ads

don't you don't need to worry about that

at all then we have start and end dates

I am doing this video as of March 10th

2024 so today this campaign will start

do not in an end date I don't know why

unless you're creating a campaign that

is only specific to like a a sale or or

an event or something that only lasts

for a certain period of time I never

usually use the end date though in those

cases I'll use auto rules so here just

keep make sure you have end date set To

None believe it or not I've done audits

before where they're like our Campa our

ads stopped showing and then I found

like well you guys said an in date why

did you do that um so they just didn't

even know now ad schedule this is

important so if you don't do anything

here your ads will fire 24/7 well in

this case for this Carpet Cleaning

company we actually only only want to

run Monday through Friday and we want to

run 6:

a.m.

until so there's 2 3

four there we go

and make sure you check your time zone

I've seen accounts I think they were on

a certain time zone when they weren't so

based on the account time zone we would

be Eastern Time Zone which is exactly

what I want so I'm going to hit go ahead

and hit have that set up so Monday

through Friday 6:00 to 5 and then URL

options if you're utilizing any

third-party tracking that would would

need some sort of uh tracking template

set up you can add that at the campaign

level here we don't have any of that we

don't need to worry about it then

there's brand restrictions in this case

I don't need to add any brand

restrictions either brand restrictions

is essentially making sure your brand

terms don't fire inside of a campaign if

you don't want them to I don't need that

right now so we'll go ahead and uh keep

that not apply so then I'm going to hit

next okay so now we are going to be

adding keywords so now Google's trying

to force me as you seen this popup get

suggestions for your ads answer a few

questions about your business to get

suggestions for your ads headlines and

descriptions so Google if you hit help

create you can actually so if I go

Steamworks

fw. Google will

actually use their AI now to help give

you ad suggestions so here they kind of

took context from our website and then

I'm going to hit help create

ad and so this is always kind of

interesting this is fairly new you'll

notice this is in

beta here they're trying to give you

some keyword

ideas you'll

see which some of these aren't good and

I'll we'll work on keywords here in a

second and then also they went ahead and

actually cre created an ad right away

for me now some of these aren't too

bad less air pollutants odor reduction

some of these are not great either and

so I'm going to change a lot of that but

I did just want to show you the the tool

that can be used now so you have to be

very very cautious of this but let's

talk

about keywords real quick so for this

campaign you've got different keyword

match types now now I have an entire

YouTube video just on Match types so I

do recommend going and checking that out

I will have the link in the description

below on a brand new campaign especially

a brand new account like

this I do not recommend starting with

broad keywords I hear a lot of gurus out

there saying just blast a bunch of broad

keywords in the beginning it still does

not perform well from our tests and

again we're testing millions of dollars

per month so some of these cases of

people saying just start with broad I

always do wonder how much they're

actually testing that not saying it

can't work I'm just saying from

our millions of dollars per month of

testing across a large portfolio of

clients we still

see better results starting with tight

matched keywords exact act in phrase

normally then as we get the conversion

data we move to Broad once we dial the

campaign in it's performing at the

metrics we want it to perform at and

we're

utilizing max conversion or max

conversion value bid

strategy and that has to have a goal so

technically a Target CP T roas I still

don't even run broad if there's no goal

set or cap set on a max conversion or

max conversion value bid strategy

however I am in no Camp there's a lot of

people in Google ads where they they all

seem to be in these like different camps

it's like this is the only way you

should be doing it I don't care about a

certain way I just care about making

money right so you could test a brand

new campaign and ignore all of my advice

and only and go straight for Max

conversions with broad keyboards and it

might work for you we still find it's

best to start with tight themed keyword

master types and by that I mean exact in

phrase so an exact match in this case

would

be

boom with the brackets with

quotations you've got phrase match and

then broad would be this now I want to

share one thing with you on keyword

match types just so you have a better

understanding of what these mean if

you've never used these match types

before all right this is a Google

support page on keyword match types so

here just a quick explanation again go

watch my YouTube video after this video

on Match types to have a better

understanding but exact match ads may

show on searches that are the same

meaning as your keyword so in this case

they use Furniture Store um it could

also mean it could also show for Home

Furnishing shop but those two mean the

same right then phrase match ads may

show on searches that include the

meaning of your keyword so here searches

that are the same this could be include

the meaning so here you have cheap

furniture stores living room furniture

deals what store is best to find a

bedroom dresser so phrase operates

almost in my opinion how broad match

used to operate years ago so it's they

call it moderate matching I even think

phrase is pretty Broad and so just know

though these are like the definitions of

it exact is going to be your tightest

match type then you have

and ads may show show on searches that

relate to your keyword so here they have

home

decor uh cream colored leather sectional

do you see how these two are like

totally different home decor is

different from someone looking for cream

colored leather sectional it is super

broad however broad match Works

beautifully with smart bidding so if

your campaign over time is dialed in

you're getting conversion volume you're

hitting your goal and you're on a tcpa

or or traz bid strategy and you bake in

a broad match

keyword it will scale your campaign you

still have to be cautious of the Search

terms it's showing but broad match is

like the nitrous boost to a campaign

once it's already dialed in again as of

today March 24th or wherever I'm at

March 10th 2024 I do not recommend using

broad match in the beginning until your

campaign's dialed in and using the tr-

as or tcpa bit strategy okay and I want

to show you a real life example so let's

hop in there here is a real example of a

broad match carpet cleaning services

term and I just want to show you

everything that it's showing it's

showing for carpet shampoo it's showing

for competitors Stanley Steamer promo

code it's showing for what cleans blood

out of a carpet

um

scary rug cleaners near me that gets a

bit iffy again

more more bro or more competitor terms

Stanley Steamer coupon

$99 best way cleaners Bissell carpet

clean Bissell is a

actual vacuum cleaner that you would be

buying so Google's not that smart in

this case right when you go AB broad so

this is why I do not like using it until

you have that conversion data to feed

the machine learning otherwise Kuba just

go still so Broad in my opinion and here

they're firing for Branded carpet

cleaning or vacuum cleaners that is

someone who's looking to buy a vacuum

cleaner not hire a carpet cleaning

company all right back to the campaign

setup all right so now I've got my

keywords in here we have carpet cleaning

Fort Wayne carpet clean CLE Fort Wayne

phrase and then I'm also going to do

carpet cleaning near

me and then we'll do carpet cleaning

near me and phase you do not need to run

scags anymore that would be called

single keyword ad group so back in the

day people would run like carpet

cleaning Fort Wayne would be an ad group

carpet cleaning near me would be an ad

group you don't need that this all means

the same thing these keywords will work

for the ad that we have set for it now

now if I wanted to

Target commercial carpet cleaning Fort

Wayne this has a different intent versus

this this is going to be mainly

residential so commercial specific would

go into its own ad group then I would

have a specific ad copy built around our

commercial cleaning services so I would

not want to mix this inside the same ad

group

however near me and then also the city

these can live in the same ad group

because they're the same thing and the

ad will relate to both of those Search

keywords so just a a heads up on that

you don't need to go over crazy with uh

your ad groups consolidation is key

today so consolidate as much as possible

but do segment when you can create a

better experience at the ad level and

then the landing page level for the

keywords you're targeting so we're going

to just keep it at carpet cleaning 4 and

carpet cleaning near me right now then

the ad again the AI created an ad I

don't really like most of this and I

already have ad copy built out here so

I'm just going to go ahead and plug that

in all right so I have my ad built out

now final URL this is where you're going

to be sending traffic that clicks your

ad so in this case it's just going to

their homepage for right now display

path this is not actually where they'll

end up you'll see here in the example it

shows like carpet cleaning this is just

a easy nice way to bake in some more

keywords that get highlighted in the ad

usually but this does not mean the

display path is not actually where

they'll they'll go then we've got

headlines you can add up to 15 and then

we've got descriptions you can add up to

four I'm just doing a quick add in this

case so I just ran two but add as many

as you can that makes sense and as long

as it's not fluff by the way we've got

several videos on how to create

irresistible search ads for these search

campaigns so I'm going to have that in

the description below lots and lots of

YouTube videos to reference and go back

to so you can expand on almost all of

these areas I'm talking about in the

campaign build out there's so much more

to expand on we already have video

content on a lot of it so I will have

the ad copy videos in the description

for you to check out then you can add

images these are ad assets guess what we

have an entire video on everything you

need to know about creating ad assets

for your campaigns that will be in the

description below here we have images

already loaded up ready to go boom then

business name and logos that's very

simple site links we already have at the

account level set up so we don't need to

worry about those same with several of

our other AD assets again go watch the

Youtube video on ad assets I give you a

complete break down on every one of

these but you can add promotions prices

calls structured Snippets lead forms

call outs apps there's a lot to talk

about there you want to add as

many as you can as they're relevant to

your ad and again I have most of these

already buil built out at the account

level so I don't need to go through

those in this particular tutorial so now

I'm going to hit

done and then I'm going to hit next okay

so now we have the budget that we need

to be setting my recommendation is

usually you need to have enough set at

the campaign budget level in order for

you to at least generate 10 plus clicks

a day that's because if you go less than

that you're just not going to generate

enough Clicks in order to really even

optimize the campaign in time and you'll

be left with at the end of the month not

enough data and you won't know how to

make any decisions based off of it and a

lot of times I see people just kind of

burn out after that after a while cuz

they don't know what to do so you need

to have enough money to spend for at

least 10 clicks a day in this case in

carpet cleaning clicks can get kind of

expensive but we've got a nice $50 per

day budget to work with so I'm going to

put 50 bucks and then next all right now

Google's going to check for airs

thankfully it does usually save this as

a draft in case something breaks but

then once this is over we'll be able to

double check everything and move forward

all right so Google's done checking

everything looks good says your campaign

is ready to publish so all I have to

Simply do now is hit publish

campaign all right so my campaign is now

live now there are a few additional

settings that I want to put in place

that you can't quite do during the

standard campaign creation process so

I'm going to click back in here first

one is I don't like running tablet

traffic in the beginning not saying I'll

never run tablet traffic it's just I

want to get the fastest results to

success and tablets is normally even on

successful campaigns that I spend lots

of money on for other clients tablets is

usually a small percent of that so I

just want to remove the variable of if

this campaign after a month isn't really

quite working I'm like well at that

point then I'd be looking at tablets and

things like that I just like to remove

it right away get it to work on your top

devices which are going to be desktop

and mobile first then once you've got

The Campaign dialed in go back to things

like tablets and you can turn them back

on and get some additional volume there

and see how tablets does but for now I

don't want to run it so I'm just going

to minus 100% which means I'm

essentially excluding it out okay then I

wanted to show you the bid strategies

remember it wouldn't allow me to do

manual CPC during the campaign creation

process what you can do those go back

into bidding and if I wanted to I can

now hit into the bid strategies and I

can go or select the bid strategy

directly and I can now see manual CPC

here so they hide it from you and so in

this case I could just go and flick over

to manual CPC and then hit save so now

this campaign's on manual CPC bidding

again I only

recommend manual CPC or Max click

bidding when you're just starting out

not that's not the ultimate goal of

bidding but only when you're starting

out so that's why it is set to this

manual CPC bid strategy then I also want

to start adding some negative keywords

right away so this as you can remember

is not available during that standard

campaign creation buildout so here I

want to add some negative keywords like

we don't want to show up for Bissell

which was a brand Hoover which is a

carpet cleaning brand we don't want

anything like used Craigslist

Etc we could go all day on negative

keywords I recommend doing some negative

keyword research before launching your

campaign I'm just giving you an example

here a lot of good negative keywords

though for like a local based business

like this that's a carpet cleaning

business in Fort Wayne out of area

cities and states sometimes you'll see

those come through creating a competitor

list in the beginning it's usually not

smart to show for your competitor names

but later on you can test it as a

separate strategy Carpet Cleaning

company they clean carpets they don't

sell vacuum cleaners so every vacuum

cleaner brand I I would go in and add

that as a negative keyword so I'm not

going to go through all of that but here

always just make sure save yourself from

money before you would actually pay for

some of these and go ahead and add

negative keywords there you go you now

know how to create a Google ads search

campaign the right way I hope you got

great value from this make sure to check

out our free Google ads Community it's

called PPC Launchpad I will have a link

to that in the description below there's

a free performance Max course in that

Community you can ask any question you

want on Google ads whether it's search

ads or performance Max or display

doesn't matter I'm very active in there

answering questions so I would love for

you to join if not no worries I'll see

you on the next

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