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.

Outlines

00:00

📈 Omnichannel Marketing Strategy with Google Ads

The speaker, Spoo, introduces himself as an experienced ad runner for major brands like Vayner Media and Bark. He explains that his company, Moonlighters, specializes in taking brands from $7 to eight figures using advanced media strategies. The focus of the video is to outline a simple yet effective strategy for brands under $1 million in revenue. The strategy involves setting up a Performance Max campaign and a branded search campaign on Google Ads. Spoo emphasizes the importance of simplicity to avoid spreading resources too thin and to ensure a clear understanding of what's working. The Performance Max campaign is chosen for its ability to cover various ad types, offering a broad reach for smaller brands. The campaign setup includes selecting the right conversion goal, naming the campaign, and choosing products from the catalog. The speaker also advises on focusing on conversions rather than conversion value initially and on targeting higher-priced items for better customer retention.

05:02

🖼️ Crafting the Visual Identity for Ads

The paragraph details the process of setting up the visual elements for a Performance Max campaign. It emphasizes using lifestyle images rather than product images and suggests uploading a mix of square and landscape images to accommodate various ad placements. The speaker advises against uploading videos unless the product is very high-priced, as videos can lead to inefficient ad placements. For copy elements, the importance of including the brand name in headlines and using long headlines and descriptions to convey brand information is highlighted. Additionally, the audience signal is discussed, which involves selecting custom segments and data from owned sources like CRM or email lists. The inclusion of interests and detailed demographics is also crucial for reaching a wider audience. Lastly, the budget for the campaign is discussed, with recommendations based on the average order value or product price point.

10:03

🔍 Branded Search Campaign for Maximum Visibility

The speaker discusses the setup for a branded search campaign, which is part of the overall strategy to ensure the brand is visible when customers search for it. The campaign is designed to secure the top ad spot and maintain a high impression share to prevent competitors from intercepting potential customers. The focus is on setting a high impression share target and a reasonable Max CPC bid limit to control costs. The campaign is configured to only target the brand's core keywords in exact match to avoid irrelevant searches. The speaker also explains the importance of not using broad match keywords and turning off automatically created assets to maintain brand identity. Additionally, audience segments are used for observation purposes, and ad rotation is set to optimize for the best performing ads. The budget for the branded search campaign is flexible, depending on the brand's search volume, with a recommendation to start low and adjust based on performance.

15:04

🛒 Optimizing Branded Search Campaign for Conversions

The final paragraph focuses on the importance of optimizing the branded search campaign for conversions. It advises using the brand name in both headlines to ensure the ads are clearly associated with the brand. The speaker suggests using descriptive phrases in the headlines and descriptions, which can be derived from other marketing efforts like Pmax or SEO. The use of the business logo in the ads is also recommended. Site links are mentioned, but the speaker notes that account-level site links are preferable. The budget for the branded search campaign should be based on the brand's search volume and existing campaign performance. The speaker recommends starting with a moderate budget and adjusting as needed based on daily spend and search volume. The goal is to ensure the brand appears consistently in search results without wasting the budget on irrelevant keywords or searches.

Keywords

💡Omnipresent Strategy

An omnipresent strategy in the context of digital marketing refers to a comprehensive approach that ensures a brand's presence across various online platforms and channels. In the video, the speaker discusses creating an omnipresent strategy using Google Ads to maximize a brand's visibility and reach, particularly for brands under $1 million in revenue. This strategy involves setting up campaigns that cover multiple ad types and placements, such as shopping, display, YouTube, and search, to ensure the brand is consistently seen by potential customers.

💡Performance Max Campaign

A Performance Max campaign is a type of Google Ads campaign designed for smaller brands to simplify their advertising efforts by covering multiple campaign types in one. As explained in the video, this campaign type automatically optimizes ad placements across Google's network, including shopping, display, YouTube, and search. It is particularly useful for brands with limited resources, as it allows them to create a broad advertising presence without the need for complex setup and management.

💡Branded Search Campaign

A branded search campaign focuses on ensuring that a brand's ads appear when users search for the brand's name or related terms. In the video, the speaker emphasizes the importance of setting up a branded search campaign to capture users who are already familiar with the brand and are actively seeking it out. This campaign type is crucial for maintaining brand visibility and preventing competitors from intercepting potential customers at the last moment.

💡Conversions Bidding

Conversions bidding is a strategy within Google Ads where the bidding system is optimized to get as many conversions as possible without focusing on the cost per conversion. The speaker in the video suggests using conversions bidding for brands under $1 million in revenue to simplify the bidding process and allow Google's algorithm to work effectively in delivering conversions. This approach is recommended for smaller brands to avoid overcomplicating their ad campaigns.

💡Asset Groups

In the context of Google Ads, asset groups are a way to organize and manage different elements of an ad campaign, such as products, images, and text. The video script mentions asset groups as a new term for what were previously known as ad sets. They allow advertisers to group similar products and assets together for more effective targeting and optimization within a Performance Max campaign.

💡Listing Groups

Listing groups are used within asset groups to define a selection of products that an advertiser wants to promote. As the speaker explains, it's recommended to use categories or groupings of products for different listing groups. This allows for better tracking and understanding of which product categories drive conversions, enabling more informed decisions on where to allocate ad spend.

💡Impression Share

Impression share is a metric in Google Ads that measures the percentage of impressions your ads receive compared to the total number of impressions available for your keywords. In the video, the speaker discusses setting a high impression share (95% to 99%) for a branded search campaign to ensure that the brand's ads are shown to the majority of people searching for the brand's name, thus maintaining visibility and preventing competitors from taking potential conversions.

💡Max CPC Bid Limit

Max CPC Bid Limit refers to the maximum amount an advertiser is willing to pay for each click on their ad. The video script explains setting a conservative Max CPC bid limit for a branded search campaign to control costs while ensuring that the ads appear at the top of search results. This is important for brands under $1 million in revenue to balance visibility with cost-effectiveness.

💡Audience Signal

An audience signal in Google Ads is a way to incorporate data about your customers into your ad campaigns to improve targeting. The speaker in the video describes adding audience signals by including custom segments, data from owned sources like CRM or email lists, and interests and demographics that align with the brand. This helps Performance Max campaigns to find people similar to the brand's existing customer base, enhancing the effectiveness of the ads.

💡Budget Allocation

Budget allocation in the context of the video refers to how much an advertiser should spend on their Google Ads campaigns. The speaker suggests allocating a budget that is 25 times the average order value or product price point for Performance Max campaigns to quickly gather data and conversions. For branded search campaigns, the budget should be based on the brand's search volume, with a recommendation to start low and adjust based on daily spend and search volume.

Highlights

Creating an omnipresent strategy in Google Ads can lead to maximum success for brands under $1 million in revenue.

Performance Max campaigns are suitable for smaller brands as they cover various campaign types like shopping, display, YouTube, and search.

For small brands, focusing on conversions rather than conversion value allows Google to optimize ad placement for maximum reach.

Selecting products from your catalog is crucial for setting up a Performance Max campaign.

Branded search campaigns are essential for protecting your brand name in search results and preventing competitors from intercepting potential customers.

When setting up a Performance Max campaign, it's important to use lifestyle images rather than product images to appeal to consumers.

Including the brand name in headlines for search ads and Discovery ads can improve brand recognition and click-through rates.

For brands with a wide price range, it's strategic to focus advertising efforts on higher-value items to maximize return on ad spend.

Using audience signals and data from custom segments, such as search terms and demographics, can help refine ad targeting.

Setting a high impression share and aiming for the top page results are critical for branded search campaigns to ensure visibility.

Budgeting for Performance Max campaigns should be based on the average order value or product price point to ensure sufficient data for optimization.

For branded search campaigns, a conservative Max CPC bid limit can be effective, especially for brands with unique names.

Optimizing ad rotation to prefer the best performing ads can lead to higher conversion rates in branded search campaigns.

Using exact brand name keywords in branded search campaigns ensures that ads are shown for relevant searches and not wasted on irrelevant traffic.

The budget for branded search campaigns should be based on the volume of brand searches to ensure the brand is visible when customers are looking for it.

Account-level site links are important for both Performance Max and branded search campaigns to provide a seamless user experience.

Starting with a low budget for new campaigns and gradually increasing based on performance can help brands manage their ad spend effectively.

This comprehensive setup is designed to drive new customer acquisition and protect brand name searches for brands operating under $1 million in revenue.

Transcripts

ever feel like you're running ads over

and over and over again only to get zero

results but what if we can create an

omnipresent strategy just in Google ads

my name is s poo I used to run ads for

Vayner media one of the biggest agencies

in New York City then I ran ads at bark

one of the largest and fastest growing

direct consumer e-commerce brands in the

entire world now I own and operate the

moonlighters we take brands from 7 to

eight figures using Advanced media

strategies in this video we are going to

be going through the exact strategy we

use for brands that are operating under

$1 million in revenue and how we set

those Brands up on Google for maximum

success this setup is meant to be simple

because we can't have too many things we

can't spread our money too thin to

actually understand what is working and

where it's working this is an example of

exactly what we're going to set up one

performance Max campaign and one branded

search campaign now there are

complexities within these campaigns that

we're going to go through step by step

let's start with the performance Max

campaign for the sake of this video we

are actually going to start it

completely from scratch first things

first click your sales objective and

then what's really really important is

just select your purchase conversion

goal so in this case we're just going to

remove our ad to cart goal here we

really just want to have purchases being

tracked we don't want the data to be

confused click continue then there's

going to be a bunch of campaign types

available we want to select performance

Max the beauty of performance Max for

smaller Brands is that it's going to

cover all of these other campaign types

so you're going to have placements on

shopping display Discovery YouTube and

search now when you're a bigger brand

and you're operating across all of these

verticals on your own it's really not

necessary to do this in fact it's a

little inefficient but when you are a

small brand we have to use performance

Max to our advantage to create like I

said before that omnipresent strategy

just using one channel so the next thing

we want to do is Click performance Max

and then really really important we need

to select your products from your

catalog if you haven't already you need

to watch our merchant center tutorial

you just have to have all your products

set up in merchant center ready to go

next part here is the campaign name we

just like to be a little bit descriptive

here so in this case we are just going

to name it ml which stands for the Moon

lighters and pmax because it's a

performance Max campaign if you were

setting up multiple performance Max

campaigns or you had a specific product

that you were offering it's great to put

another descriptor in here just so you

don't forget what it is then I'm going

to click continue start new now getting

into the settings here when you are

first starting your performance Max

campaign we always want to focus on

conversions not conversion value seems

to be the thing that you want to do

right off the Jump but all we're doing

is making Google use more of its

algorithm to basically try to get you as

much money as possible what we wanted to

is simplify it we want to take it a step

back all we want to tell Google is we

don't care what the conversions are just

get us conversions now something I

didn't mention already that's important

to note is that if you have products

that range from $2 to $200 you don't

really want to advertise those $2

products let's say you're a clothing

brand you sell everything from socks to

jeans to fancy shirts you don't really

need to advertise your socks those are

only going to cost $5 to $10 you want to

advertise the items that you really want

customers to buy that will get them

coming back over and over so that's why

we use the conversions bidding action we

are not going to set a Target cost per

action you're under a million doll in

Revenue here what we don't want to do is

over complicate the system eventually we

can add a Target cost per action but if

you're just starting out use just

conversions as is next part here is

optimize campaigns for acquiring new

customers if you select this there's

basically going to be a bunch of

different recommendations on how your

bidding Works truthfully we don't need

to select this you can select one option

down here which is only bid for new

customer customers here's the thing you

need to have a thousand existing

customers in a list to be able to use

this option for this sake we are not

going to select this and we're going to

go to the next step for campaign

settings we are going to click the

target country that you're in we're

going to use the language that your site

operates in and we do not want to create

automatically created assets so we are

going to unselect this and go down to

more settings in the more settings area

you are going to see add schedules this

is something that is really really

important as your brand is growing

everything else here can be left as is

if you are using UTM parameters if you

know know what that is I'd recommend you

put them at the campaign level or the

account level but we're not going to go

through that in this video moving

forward we have our first asset group

how performance Max works is they kind

of renamed a few things add groups or ad

sets are now called asset groups you

could just think of as a group of

products and a group of images and a

group of text it's pretty simple for

this case I would normally name our

asset Group whatever product we're

selling this example here is for a shoe

brand so I'm just going to call it shoes

one but you should probably be a little

bit more descriptive and then what you

want to do is click on this this is your

listing group in your listing group

you're going to be able to Define and

break down to use a selection of

products that you want to use I am not

going to show you our exact selection of

products but what I highly recommend is

use a category or grouping of products

for example if you sell high heels

running sneakers and casual shoes I

recommend that you break those all out

into separate listing groups that's

going to allow you to actually

understand what category actually drives

your conversion so you could spend more

money against it once you select your

products or even if you have a small

catalog and you just use all products

you can move on to the assets for the

final URL right at the top here we are

going to use the actual site URL very

very straightforward next piece here we

want to upload about 10 images now you

can go more than that you can go all the

way up to 20 but 10 should be your floor

what we want to have here are lifestyle

images not product images now you can

see there's a couple fun images here

that we can basically just immediately

upload or you can go ahead and upload

directly from your computer one more

thing to keep in mind on images you want

to have a mix of square images and

landscape images you need to have the

variety here because there's a lot of

placements that this is going to cover

next is logos just upload One logo on a

white background or a transparent

background and here's something that

feels counterintuitive for the first

time here Google is adding videos into

pmax we do not want to upload videos If

you upload videos all of a sudden you're

going to start showing up everywhere on

YouTube and generally it's going to be

very very inefficient now if you are a

very very very high pric product you

should upload videos but for 99% of you

do not upload videos I would say if your

product is under $11,000 no videos need

to go into this section next couple

portions here are all around copy we

have our headlines our long headlines

and our descriptions now basically your

headlines can be 30 characters and they

are going to show up in search ads and

they're also going to show up in some

Discovery ads I highly recommend you

include your brand name at least once

could be something like brand name

official site followed by any other key

call to actions for your products the

shoes example that we've been doing we

could say high quality heels booties and

and whatever else you can just hit a

bunch of categories that you're selling

now what I would also recommend is you

have at least one or two call outs so

this would be shop now or shopwomen

shoes fill these headlines with a bunch

of call to action some product

descriptors and your brand name now for

the long headlines I highly recommend

you use these effectively these need to

be 90 characters each what you should be

doing here is loading this in with

really important brand information and

the same exact thing applies for your

descriptions that is the context of the

performance Max campaign for all the

assets that you're putting in here now

there's one more piece this is the

audience signal what you're going to do

is Select add an audience signal and new

audience signal within this section here

you want to actually include data for

every single call out here we want to go

through our custom segments we want to

add into your data your interest and

your demographics first things first in

your custom segments this is where you

can add keyword list you can add

different things that your competitors

are doing here generally you want to

just create a new segment and add your

Search terms here what's really

important is that you use both of these

options so you should have at least two

lists in your custom segments area now

for the sake of this video I'm just

going to add in two that we've used in

the past for this brand and then move on

to your data your data is as it says is

literally data that you own this could

be from your CRM it could be from your

email list this could be from your pixel

from your tag any cohorts that you've

created along the way in this case there

are just two that are most important we

need to have your purchase all time and

your site visitors over the last 180

days now it doesn't necessarily mean

that every single person in these

cohorts is going to be targeted for

performance Max we're using this as a

guide pmax takes this information and

says okay we need to find people like

this that's why we like to put those big

groupings in there again for the sake of

this I'm just going to grab us site

visitors and purchase all time right

here the last part is the interest and

detailed demographics this is very

similar to like Facebook interest you

just need to drop in a bunch of things

that are similar to your brand for the

sake of this shoes brand we're just

going to go through select a bunch of

these cuz these are actually very

relevant so we have shoes right at the

top shoe stores DW high heels women's

work shoes elevator shoes think you get

the point you want to include a ton of

different interest detailed demographics

here because this is going to really

really help Propel and get you that

reach that you need to make this

campaign have that real omnipresent feel

last part for demographics we always

want to select everything here unless

you are an extremely exclusive brand to

one gender or the other but in most

cases you should be selecting all and

then clicking save from here final part

of setting up your pmax campaign is of

course the budget this is pretty

straightforward but the number one

question we get how much should we spend

what do you recommend for the budget

small Brands always come to us and they

always say well what do you think we

should spend what I would like to say is

you should spend 25 times whatever your

average order value or whatever your

product price point is this is going to

get you a ton of conversions and a lot

of data quickly that we can make changes

off of now if that's not reasonable if

you have a $100 price point maybe you're

not in a position to spend $2,500 a day

that's no doubt a lot of money what I

would recommend is you have at at least

$100 to $200 in budget here and you let

Google run for at least a week before

you start to make changes that is the

performance Max setup and now we're

going to move over to our branded search

setup the next part of this omnipresent

strategy that we're creating on Google

and the best setup we recommend for

Brands under $1 million in revenue is

the brand core exact campaign this is a

search campaign in our UI here we are

just going to click new campaign we are

going to choose the objective sales and

just like last time let's get rid of add

to cart here you only want want your

purchase conversion goal to be purchases

click continue for your campaign type

this is going to be a true search

campaign but there's going to be a

couple things in here that are a little

unusual that most brands and agencies

just don't do it all first you need to

type in your website in this case we are

just going to say the moonl letters.com

for the campaign we just want to name it

brandor core exact this is going to be a

very clear indication that this is our

brand campaign for search and that core

identifies that these are our main

keywords we're not getting too fancy

with these keywords we're not trying to

hit hundreds of products that we offer

we're just saying this is the core of

our business this is what people call us

click continue now here's where we want

to tweak some settings in bidding

instead of focusing on conversions we

actually want to focus on impression

share naturally we all guide ourselves

to a conversion strategy but there's one

problem with this Google just wants to

get you the cheapest conversion they

don't care how many people see your

brand name what winds up happening is

they get you really cheap conversions

for people who were already already

going to convert on your brand anyway

this is the classic problem with branded

search you're like well they were

searching my brand anyway why did I even

need to be there why did I need to pay

that 30 cents or whatever the reality is

that if you're not there your

competitors are going to be there and

they're going to take those conversions

away from you at the very last second

after you've hit them on Facebook you've

showed them Discovery ads you've shown

them YouTube ads they've interacted on

your Instagram you may have even talked

with them maybe they added things to

site and they're about to purchase with

you but then someone jumps in at the

last second and they're one step ahead

of you and that's the difference between

the conversion and not getting the

conversion for this case we need to put

impression share as our strategy and

even more important here absolute top of

page results you want your ads to appear

at the number one spot at all times for

percentage of impression share this

needs to be 95% to 99% it should never

ever ever be 100% if it's 100% you're

going to pay way more than 99% trust me

does not work we roll with a 95%

impression share and then we want to set

our Max CPC bid limit Google naturally

ranks each person that comes to their

site that makes a search in a different

way it thinks some people are more

valuable than others based on previous

behaviors what Google will do is make

you pay more per click for different

users someone might only cost you 2

cents to get a click and the next person

might cost you a1.2 what we need to do

is set our ceiling what's the absolute

Max we're willing to pay in this case

because it's branded search and we're

operating under the assumption that your

brand is under a million dollars in

Revenue means you probably don't have

hundreds and hundreds and hundreds of

searches every day we can be pretty

conservative we can cap the ceiling

pretty low I'm just going to set this to

three bucks what's important here is if

you notice that you're not getting any

spend here at all bump it up $1 very

very very rarely are you going to have

to go above $5 or $6 unless you have a

term that is used in a different context

for example if my brand name was called

pens or cases then that would be a

problem right cuz people type in cases

for a variety of other things but

generally speaking you have a unique

brand name you shouldn't have to do more

than a three or $4 Max CPC limit once we

set that we go ahead and move forward

and we want to unselect the search

Network and the Display Network these

are just going to waste your spend

completely they're going to make your

budget totally be spent and you'll see

right here Google wants us to do this

they kind of show up as warnings like

hey we get better conversions we get

more conversions more people see your

ads if you click this we don't need more

people to see our ads we need the right

people to see our ads we unselect those

and we go down to locations and we're

going to click of course whatever your

Target location is in this case it's the

United States and whatever language you

are speaking plus whatever language your

website it's coded in English in this

case for audience segments these are

just going to be observation audiences

basically you can just select a bunch of

observation audiences I'm just going to

click select all to go through this very

quickly what this is going to do it's

going to show how your searches lie

within audiences if someone that is

according to this a luxury Shopper

converts on your brand name one of these

campaigns you'll see okay that category

luxury Shopper got a conversion it

doesn't actually impact who your target

so it's not like a classic audience that

we're used to it's just looking just

observing after audience segments really

really really important we do not want

to select broad match keywords these are

brand keywords this needs to be your

actual brand spelling your actual brand

keywords not some variation of your

brand we make sure this is always off

next we shut off automatically created

assets because again this is your brand

we don't want them making things up for

us this has to be you your identity

needs to be very very clear here as we

move down to more settings we always

want ad rotation to be on optimize

prefer best performing ads as it says

it's going to put your best ads in front

of people based on the actual conversion

data and then everything else here can

be left as is I've mentioned this before

if you're using UTM plug these into your

campaign URL parameters the next step is

actually entering your keywords no

matter what brand you are it doesn't

matter how you spell your brand name you

need to First do the front bracket and

write in your brand name close bracket

what I would recommend you do is is

group these together let's say your

brand name was literally brand space

name we're then going to do the same

thing where we say brand name without

the space in it write down a few

variations this should not be an

expansive list there are clients that we

work with that literally have three

keywords in this entire list but that's

okay because that's the way that their

customers refer to their brand you could

do brand name brand space name and then

maybe there's an often spelling mistake

where people forget the n in name it

would just be brand aim for some reason

I think you get the point if you have

complex spelling in your business just

write it out a few different ways it's

okay to include a few misspellings in

here but don't try to be fancy and

expand and expand and expand here

because then you're going to get

irrelevant searches and irrelevant

keywords and you're going to spend money

on completely wasted people going to

your site as we scroll down we go into

the ads this is a branded search

campaign we need to lead with brand here

this is the most important part of the

ad setup in this case you need to say

brand name and your first headline and

then in the second headline you need to

say brand name official site here's the

key you can't just write these in you

actually need to pin these to the first

headline every single time you do this

you need to click show only in position

one once we set these up in position one

the next step is write brand descriptors

if you're a shoes brand write

descriptors of your brand in your

headlines these might be stolen from

your pmax campaign that we just set up

they could be stolen from non-brand

search they could even be stolen just

from like your SEO or your on-site copy

as long as they describe your brand

properly and you're not creating false

narratives here they should go in here

same thing in the descriptions your

descriptions you need to have four of

these they're 90 characters long let's

just be expansive here I recommend using

the same things you had in pmax but

include your brand name a few times if

your brand name is the moonlighters you

should write the moonlighters is XYZ

this is what we do be very descriptive

in your description as it sounds we are

going to skip images we then going to

add your business name so just write

your business name in here I would

recommend entering your business logo

here so this should be a square image on

a white or transparent background very

very small image and for the sake of

site links we are going to skip this as

long as you're using your account level

site links site links are important and

we should have them fully included into

your account we can go to next here and

for the budget unlike the pmax campaign

this budget is really going to be

determined by how much volume your brand

does how many searches there are for

your brand regularly if you're running a

campaign already i' recommend just

setting whatever that budget is if

you're not start low and if you see that

budget is being used every single day

add a little bit more what we don't want

to do is limit ourselves from only

showing up 30% of the time because we're

too cheap to spend $50 instead of $30 or

$50 instead of $70 I like to set this in

a a medium range for the small brands

that could be anywhere from like $25 to

$50 a day normally in in many cases

you'll actually only spend like $10 or

$3 or $5 in some days it really just

depends on the searches unlike Facebook

advertising you're not just going to

blow through your budget you're actually

going to spend what people search

depending on the keywords that's why

it's really important in that keyword

section that we don't just make Pi up a

bunch of key words you actually have to

have these key words be relevant for you

they drive to the right place once we

click next on our budget here we can go

through the review process now we just

went through this step by step so I'm

not going to go through it step by step

again but I want to recap what we just

hit here let's go back to our campaigns

what we have done is we have created a

performance Max campaign at the top this

is going to be everywhere for Us

shopping YouTube search Discovery

display it's even going to hit some

brand and search that's in our other

campaign this is going to be our new

customer acquisition driver right this

is the top of that funnel it's really

going to drive new people into your

brand they're going to know about you

you're going to show up in those

shopping results very aggressively and

then to capture all that demand as your

brand is getting known more and more and

more we have that brand search campaign

that's the brand core that we have shown

here these results that I'm showing you

right here they're always going to

change per brand but what we have from

the performance Max campaign on this

specific account is a two row as and an

8 Ras in branded search this setup is

perfect if you're operating under $1

million if you think this setup is going

to help you drive at least one more

Dollar in your business let me know in

the comments below and please subscribe

it helps a lot talk soon