Mastering Search Console, Ads, And Analytics Krishna Gupta Co-Founder BeyondAds
INTRODUCTION Welcome to today's session about Cracking The Code Of Google Advertising for D2C Brands. My name is Krishna, and I co-founded BeyondAds, a boutique performance marketing agency based out of Hyderabad. Alongside my partner, Bhanu, we strive to deliver impactful marketing solutions that yield measurable results for our clients.
AGENDA
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Understanding the Google Universe - Search, Shopping, YouTube & Demand Gen
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Setting Up Google Ads Infrastructure For Success
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Search Ads
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Bidding Strategies
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Shopping Ads
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Performance Max
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Youtube & Demand Gen
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Q&A and Final Thoughts
UNDERSTANDING THE GOOGLE UNIVERSE
Google Ads is a versatile advertising platform that allows businesses to reach potential customers across multiple channels, including Search, Shopping, YouTube, Display, and Discovery. Understanding how to effectively utilize these channels and optimize your campaigns can significantly enhance your marketing efforts.
UNDERSTANDING THE GOOGLE UNIVERSE Search Ads: Text ads that appear on Google search results pages, targeting users actively searching for specific keywords. Shopping Ads: Product-based ads that appear in Google Shopping results, displaying product images, prices, and merchant names. YouTube Ads: Video ads that appear on YouTube, allow advertisers to reach users with engaging video content. Discovery Ads: Ads that appear across Google’s Discover feed, YouTube homepage, and Gmail, designed to reach users with visually engaging content. Display Ads: Visual ads that appear on websites within the Google Display Network, reaching users across various sites.
UNDERSTANDING THE GOOGLE UNIVERSE - SEARCH & SHOPPING
UNDERSTANDING THE GOOGLE UNIVERSE - SEARCH & SHOPPING
UNDERSTANDING THE GOOGLE UNIVERSE - DISCOVERY (NOW DEMAND GEN)
SETTING UP INFRASTRUCTURE THE RIGHT WAY TO SET UP GOOGLE ADS TRACKING 1. Conversion Tracking: ●
Essential for measuring the success of your campaigns.
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Tracks user actions such as purchases, sign-ups, and other valuable interactions.
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Enhanced conversion tracking provides more detailed insights.
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Using UTMs to track conversions on a 3rd party analytics tool like GA4.
2. Remarketing Tags: ●
Allows you to show ads to users who have previously visited your website.
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Helps in re-engaging potential customers who did not convert on their first visit.
SETTING UP INFRASTRUCTURE
3. Connected Properties: ●
Google Analytics: Provides insights into your Organic & Paid Traffic
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Google Merchant Center: Integrates your product data for Shopping ads.
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Google Search Console: Provides insights into your website’s performance and helps in optimizing search ads.
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YouTube: Connects your YouTube channel to track and optimize video ads.
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First-Party Data: Syncing customer lists through API/Manually.
SETTING UP INFRASTRUCTURE
RECOMMENDED APPS FOR CONVERSION TRACKING & REMARKETING ●
Google & Youtube Official Shopify App https://apps.shopify.com/google
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Simprosys Feed For Google Shopping App https://apps.shopify.com/google-shopping-feed
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Other Google Properties Can be Connect from the Google Ads Panel > Data Manager Tab
SEARCH ADS 1. Keyword Research: ●
Keyword Planner: Use this tool to find relevant keywords and forecast their performance.
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Bucketing Keywords: Group keywords based on user intent (informational, navigational, transactional).
2. How to approach Keyword Match Type: ●
Exact Match: Ads show for searches that match the exact keyword.
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Phrase Match: Ads show for searches that include the keyword phrase.
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Broad Match: Ads show for searches related to the keyword, offering the widest reach.
SEARCH ADS 3. Writing & Optimizing Search Ad Copies: ●
Headings: Use clear, concise, and relevant headlines that capture attention.
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Descriptions: Write compelling and informative descriptions that encourage clicks.
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Ad Extensions: Enhance your ads with site links, callouts, and other extensions to provide additional information..
4. Negative Keyword Targeting: ●
Search Term Analysis: Analyse search term reports to identify Keywords irrelevant to your Ads.
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Match Types: Match type rules apply to Negative Keywords and thus need to be used carefully.
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Negative Keyword Lists: Identify the themes of Keywords that are irrelevant and apply to multiple campaigns.
SEARCH ADS 1. Keyword Research: ●
Keyword Planner: Use this tool to find relevant keywords and forecast their performance.
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Bucketing Keywords: Group keywords based on user intent (informational, navigational, transactional).
SEARCH ADS 2a. Keyword Match Type: ●
Exact Match: Ads show for searches that match the exact keyword.
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Phrase Match: Ads show for searches that include the keyword phrase.
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Broad Match: Ads show for searches related to the keyword, offering the widest reach.
SEARCH ADS 2b. How to Approach Keyword Match Type: ●
For New Accounts: Begin with Exact & Phrase Matches and test them in different campaigns to get a sense of which match type is getting better results for your account.
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For Accounts with Conversions: Test between Phrase and Broad matches with automated bid strategies to let the algorithm find more relevant keywords and expand the horizon of targeting.
SEARCH ADS 3. Writing & Optimizing Search Ad Copies: ●
Headings: Use clear, concise, and relevant headlines that capture attention.
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Descriptions: Write compelling and informative descriptions that encourage clicks.
SEARCH ADS 3. Writing & Optimizing Search Ad Copies: ●
Ad Strength: Google has an inbuilt Ad Strength Detector to guide you on relevance.
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Ad Extensions: Enhance your ads with site links, callouts, and other extensions to provide additional information.
SEARCH ADS 4. What Are Dynamic Search Ads? ●
Automatically generate ads & search terms based on your website content.
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Useful for large websites with frequently changing content, ensuring relevant ad targeting.
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Useful for blog-content-heavy websites.
5. How Does SEO Help in Paid Search Ads? ●
Keyword Relevance Score: High relevance improves ad performance.
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Ad Relevance Score: Ensures your ads match user queries, improving click-through rates.
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Page Quality Score: Affects ad rank and CPC, ensuring high-quality landing pages.
BIDDING STRATEGIES
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Maximize Clicks: Manually set bids for your ads, offering complete control.
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Enhanced CPC: Automatically adjust your bids based on the likelihood of a conversion.
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Maximize Conversions: Automatically sets bids to help you get the most conversions within your budget.
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Target CPA: Sets bids to achieve your target cost per acquisition.
BIDDING STRATEGIES
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Maximize Conversion Value: Automatically sets bids to help you get the most value within your budget.
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Target ROAS: Automatically sets bids to achieve your target return on ad spend.
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Portfolio Bidding: Automatically set bids to achieve your target ROAS or target CPA with control on max CPC.
SHOPPING ADS 1. Setting Up Shopping Feeds for eCommerce Success: ●
Keywords in Feed Content: Ensure product titles and descriptions are keyword-rich.
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Image Optimisation: Ensure the focus of the image is your product.
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Google Product Category: Correctly categorize your products for better targeting.
SHOPPING ADS 1. Setting Up Shopping Feeds for eCommerce Success: ●
Product Type: Define the product type to enhance ad relevance and targeting.
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Promotions: Showcase your offers alongside your products to enhance CTR & Conv. Rate
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Ratings & Reviews: Showcase what your customers are saying about your products.
SHOPPING ADS 2. Standard Shopping vs. PMax: ●
Standard Shopping: Traditional product listing ads that provide control over bids and targeting.
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Performance Max: Utilizes machine learning to optimize performance across all Google properties, including YouTube, Display, and Search.
3a. Performance Max Setups: ●
Brand vs. Non-Brand: Control the intent of the queries that trigger your ads.
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Feed Only: Utilize product feed data for dynamic ad creation.
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Assets Only: Use creative assets without a product feed.
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Feed + Assets: Combine product feed with creative assets for a comprehensive advertising approach.
SHOPPING ADS
3b. How to Apply Negative Keyword Lists on PMax: ●
Create a Negative Keyword List: Segregate the keywords by theming them as per their intent.
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Reachout to Google Ad Support or Ad Account Manager: Template
SHOPPING ADS 4. Navigating PMax Using Scripts: Use scripts to manage and optimize Performance Max campaigns efficiently, ensuring better performance tracking and adjustments ●
Placement Breakdown Script: Use this script to get a breakdown of the placement and asset performance.
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Search Query Report: Use this script to get visibility on the queries that trigger your ads.
YOUTUBE ADS 1. Understanding the Placements: ●
Skippable In-Stream Ads: Ads that play before, during, or after other videos and can be skipped after 5 seconds.
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In-Feed Ads: Ads that appear in the YouTube feed, search results, or alongside related videos.
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Non-Skippable In-Stream Ads: Ads that users must watch before they can view the main video content.
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Bumper Ads: Ads that users must watch before they can view the main video content.
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Ad Partner Network: Ads that appear on Google’s partner sites outside of YouTube, extending reach.
YOUTUBE ADS
2. Audience Targeting on YouTube Ads: ●
In-Market Audiences: Target users actively researching or comparing products or services.
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Affinity Audiences: Reach users based on their interests and lifestyles.
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Custom Intent Audiences: Create audiences based on specific keywords and URLs related to your product or service.
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Demographic Targeting: Target users based on age, gender, parental status, household income, etc.
YOUTUBE ADS 3. Measurement on YouTube Ads: ●
View Through Rates (VTR): Measures the percentage of users who view your ad to completion.
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Cost Per View (CPV): The average cost you pay when a user watches your video ad.
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Landing Page View Rate (LPVR): Measures the rate at which users click through your ad to your landing page.
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Time Spent On Website: Indicates user engagement and interest after clicking the ad.
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Bounce Rates: Measures the percentage of users who leave your site without engaging.
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Micro Conversions: Actions like add-to-carts (ATCs) that indicate user interest and engagement.
YOUTUBE ADS 3. Measurement on YouTube Ads: ●
Increase in Brand Searches: Indicates a rise in brand awareness and interest.
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Improvement in Remarketing ROAS: Measures the effectiveness of remarketing efforts and return on ad spend.
4. Optimization on YouTube Ads: ●
Where My Ads Showed: Analyze and optimize ad placements to ensure they appear in the most effective contexts.
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Audience Testing: Test different audience segments to determine which ones yield the best results.
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Creative Optimization: Continuously refine your video content to improve engagement and performance.
Thank You Connect With Me On krishna@gobeyondads.com