00:00:03
Okay. So to start with a Google search  campaign, this is something what a live account looks like. Uh for confidentiality  purposes. Uh some parts of this video will be uh blurred out. Uh but it will help you to  you know achieve your objective. So you see the big plus sign over here. This is a new  Google dashboard. Google ad dashboard. So uh create. Okay. And your screen  will load. Now you see uh I just Okay. So you see here there are sales,  leads, website traffic, app promotion, awareness, consideration. Usually Google search  is run for leads or sales. Uh to be very honest,

00:01:14
choosing your objective does not matter. So uh  there are many uh experts who suggest creating a campaign without a goals guidance. Uh this  is basically you don’t restrict yourself to the option Google gives you later on. So create  a campaign without guidance and then here are the uh campaign types search performance max  display shopping video app and demand zet. So uh today we are going to discuss about search  which is usually the first and the only campaign you should start in the beginning whether you  are in ecom or lead genen it doesn’t matter.

00:02:15
uh uh in case of lead genen, shopping can also  be the first campaign that you start and in case of lead genen it’s usually a good practice  to start with both shopping and search but this account does not have a MCC uh MCC account  uh which is basically a merchant center account which enables you to upload shopping cataloges  and start shopping campaign uh which basically happens when you are selling tangible products  directly through Google. Now keeping all that uh aside uh today we are going to start with  the search campaign. So search okay continue

00:03:07
and okay uh search continue. Okay. Now after you select search you will be  shown uh some of these conversion goals on your account which are already uh in place which means  basically they are tracking some of the other conversions. Now please remember that for Google  anything can be a conversion. It can be a begin checkout uh you know or um you know any click on a  button or any purchase uh any uh qualify leads. So uh there are a lot of things on this account since  this is a live account. So when you’re starting

00:04:15
with search uh it’s uh the conversion goals that  you should choose are either purchase which is basically when um somebody is actually buying  something or submit lead forms. Uh now how to uh how to configure these conversions so that you  can see it on the Google ads will be covered in a different video. As of now uh we will assume  that you have a submit lead form or a purchase um you know conversion action already configured.  So now uh what you can do here is just uh there are three red dots uh sorry three uh black dots  vertical black dots on the side. So you can begin

00:05:10
removing the ones which you are not going to  use. And so you will see um you know uh Google will start giving you recommend um notifications  that you are removing these goals. Now please be informed that uh these uh these goals they are  only being removed from this campaign and not from the account. Uh you can always add any conversion  action later which you want and that will also be covered in this video. So uh so we’ll start with  submit lead forms and then click on continue. Okay. Now, how do you want to get the results? So,  it’s website visits, phone calls, app downloads.

00:06:05
We are running a normal lead generation campaign.  So uh website visit and you know let’s say um I type in my website which  is uh capabilitydigital.com capability.com and click on continue and then uh  this will just give you a sample name. Uh it is important to follow some kind of nomenclature uh  which is uh basically how you name your campaigns which helps you identify what is the goal of the  campaign and uh what are the products which you are promoting through this campaign. So uh let’s  say I just you know uh type in search product

00:07:15
one and then continue. Now uh it will give you the  list of uh campaigns which are like in draft mode. So just ignore them. Click on start new. Um now  first the first pitfall which Google is setting you up for now please listen very carefully  conversions or conversion value clicks or impression share. Usually when you run search it  is always advised to start with conversions not with clicks. There are many uh uh agencies who  prefer starting with a clicks search campaign. But why you shouldn’t do it? Uh uh I’ll explain to  you just after this step. So click on conversions

00:08:20
which is basically a conversion is basically a  successful lead form submit a successful enquiry. Now right at the get- go Google is asking you to  choose a target cost for action and it’s optional and it is checked by default. I usually prefer to  start my campaign without a target cost per action because you are just starting up new and you  need to let the Google AI learn what is working, what is not working for you. All this is assuming  that you have the correct uh conversion action in

00:09:05
place. you have the correct submit lead form  in place which means uh your pixel your Google ads pixel is firing only on a successful lead  form completion. Uh just for added information uh you can always test your uh lead form submit  through Google Tag Manager. It’s very easy to do. Uh and that will be covered in a separate  video. But assuming now now we are assuming that the conversion actions are in place and they  are firing correctly. Um so conversions and then don’t set a target cost per action. Now customer  acquisition optimized campaign for acquiring new

00:10:01
customers. Just ignore it. uh because if you click  on this which sounds so good what will happen is uh Google will just confuse you and will try to  convince you that you’re going after new cold audience which I can assure you never happens on  Google. So uh yeah I mean yes it does but there are ways to do it but not through this optimize  campaign for acquiring new customers. This is only limited to the account which is why this  checkbox does not work. Okay. Now, okay. So, uh we have uh chosen the bidding uh and  then we uh move on to next. Okay. Now,

00:11:07
the second pitfall include Google search  partners, include display network. Uh there are many performance marketers who will  tell you that uh display network is a worst thing to do and I completely agree. It doesn’t matter  what Google says. Just uncheck display network for any search campaign. Basically you even if  you are an advanced performance marketer just always keep this display network unchecked. If you  want to run ads in the display you run a separate display campaign a Google display campaign and  not in the search campaign. So and then the Google

00:11:56
search partners. Now this is a little bit dicey uh  because it depends on what industry you are in and uh what is your audience. If your audience  is very niche, it’s very narrow. For example, you are running a campaign for let’s say  lawyers. Okay, you are targeting lawyers or you are targeting doctors. Okay, people  who are very busy. Okay. And they they don’t spend much time searching for things. They only  spend a spend a very small amount of time or the population of your audience itself is very small.  Uh let’s say you are running a local campaign

00:12:49
uh for a service. Let’s say uh you’re running  a campaign for a dentist who is looking for patients or a a normal physician who is looking  for patients or a pediatrician who is looking for uh you know uh again uh patients. So uh when your  uh when your audience is very very very niche uh usually uh there are many people who suggest  to start with Google search partners right at the get- go. I don’t recommend this. Uh so when you  start any search campaign just click just uncheck both these uh boxes. Uh just remember that by  default these boxes will be checked and Google is

00:13:50
trying to show you that it’s making things easier  but once the campaign starts it will ruin your it will basically ruin your work. So starting  of the campaign, keep this box unchecked. Now your location. Now uh there are usually three  options here depending on which country you’re currently in. Uh usually it’s either the whole  country or just you u you know you um enter particular cities for example I’m in uh Bengaluru  Karnataka so you know Google will show you the reach and um this thing so uh it’s either include  or exclude so when you are starting with targeting

00:14:48
you are including specific u areas specific  cities specific regions to target people who are searching from those areas So include and  then you know uh you you start with more more cities like Chennai and you click on include. So  this is one way you can do it. The other way is if you have a list of cities you want to target,  click on advanced search, add locations in bulk and then you know um just uh copy paste uh city  city names here. So for example Bengaluru, Chennai um and let’s say um goi okay I’m just taking  examples for the for illustration purposes uh

00:15:54
then let’s say Telangana and um we’ll take one  more city with this let’s say mysur okay now uh it it doesn’t matter how many cities you  enter. It’s for entering locations in bulk. So, copy paste all the cities and just click on  search. So, Google will match your uh cities with the records that Google has and then uh you  know there is an option to target all. So all these cities will uh be included in your uh Google  uh in your search campaign. Uh if you can see now uh Google is showing you the cities that you’re  targeting which is the one in blue highlights and

00:16:57
uh okay so and then you click on  save. Uh so once you save it your all locations are you know included in targeting. Now let’s say you want to exclude certain cities.  Okay you don’t want to show certain cities or you don’t want your ads to show in certain cities.  For example, let’s say Delhi uh and let’s say Nida um and let’s say Guruga or Gurug as it  is called now. So click on search and uh there’s an option to exclude also exclude.  So now you will see the locations that you are

00:17:48
excluding are uh you know shown in red. You can  also exclude whole countries, whole states. Okay, it completely depends on um your your your  campaign planning. So if you click on save so you will see all the locations you are targeting  and all the locations you are excluding. Now it is usually a good practice to uh to enter  separate cities or states that you’re targeting uh for reasons that I will explain later on in  the campaign uh in the campaign setup. um a a lazy way of starting the campaigns is just to click on  the entire country. Even if you are targeting the

00:18:45
entire country, just selecting the country is not  a good practice because you need to optimize your campaign for some locations uh and um you know you  need to uh reduce your ads in some locations. So selecting the country doesn’t help. So now pitfall  number three, presence or interest or presence. Now this is uh again a Google recommended pitfall  which many performance marketers know used to fall into. this update was rolled out without any  um sort of um huge um um release press release

00:19:36
or something like that and people were surprised  that uh they were uh targeting let’s say a country uh in um a city in United States and their  visitors and clicks and leads were coming from uh Bangladesh. or India or Pakistan. Uh because  uh never ever ever select presence or interest. It is always presence. Okay? Because you are  targeting people who are present in these cities or excluded in the cities. Please remember that  this uh the um you know this setting applies to both excluded and included. So presence is where  you want to select when you start the campaign and

00:20:31
even when the campaign is old. Never ever select  presence or interest because you don’t know from where Google will send visitors. Even if this  says recommended, just never do it. Okay. Now, uh moving on, uh languages. So, languages,  selecting language is a good practice. Uh you know, English is selected by default. Uh if  you want, you can select Hindi. um you know and so yeah as you can see uh both these uh  languages are added. Now if you want to know what uh what this actually entails is it  actually selects users or basically it select

00:21:36
uh devices where these languages are the  default setting. Okay. Uh it can be any Android um uh iPhones uh laptops you know uh  tablets anything which is set by default to uh these languages. Now but please remember  that uh this will not change the way your ads are seen. Okay, this is not a language for your  ads. This is a language for your users. So um any uh any user who have not selected  English or Hindi will not see my ads. So um and by default uh use uh users of most u  iPhones or Android mobile phones they are always

00:22:42
um calibrated to English by default unless  somebody changes it to their native tongue. Uh so okay uh now moving on audience segments.  Now this is something which uh is very good for uh observance. Uh so let’s say if I if I select  all these and you will see all these audience is selected. Uh when you start a search campaign,  it is usually recommended that you select all of them, all the audience. These are audiences which  which will be there in your account by default. Um especially these uh inmarket audiences. Uh but  if they are not, you don’t need to worry. inmarket

00:23:40
audiences will always be there because these are  Google uh created audiences. These are audiences which Google creates from its users. Um so even  in a new account you will see these in market audiences. Uh and then there are website visitors  and then uh customer list. These are slowly going to show as your account gets older and you uh  run more and more campaigns and you upload these lists and create these audiences. Now please  remember that when you select audience segments in Google search by default it is observation  and not targeting. Okay, targeting is somewhere

00:24:31
where you’re targeting these audiences only. Uh  observation is uh where Google will you know uh match your results with these audiences. Um so  when you get conversions Google will tell you that okay uh uh this is a keyword this is the ad which  got you one conversion uh or multiple conversions and by the way these users also fall under this  audience. So it’s it’s a very good learning uh for you so that later on if you if you feel  that some audiences are working particularly good

00:25:14
for you you can increase bid on those audiences  uh which we will see later on then if you see that uh some audiences are not working at all then  you can reduce a bid for those audiences. Okay. So the setting will always be observation which is  recommended and which is a good job by Google and not targeting. Now this is the elephant in the  room. Okay, broad match keywords. Now uh I will update uh I will upload a video separately uh with  match types. What are keyword match types? What they mean? because a lot of things have changed  in the last uh 3 to four years. Uh Google is

00:26:09
all Google is always pushing you to use more and  more broad matches and there are many performance marketers who have a very mixed opinion about  broad matches. I myself I like broad matches because the way they work. But that doesn’t mean  that I work only with broad matches. Uh whenever I make campaigns, I deselect this option and use  keyword match types and not use broad match by default. Uh this basically means that uh you use  phrase exact and broad separately and Google will respect the match types that you assign to each  and every keyword. Okay. And not um you know uh

00:27:03
and not assume that all the keywords are broad.  Uh so it is uh when you are setting up a search campaign either for ecom or lead genen always make  sure that you have these in off setting. Okay. So uh now you can read about broad match keywords  and uh as I said uh there will be a separate video with the match types. Um but as of now uh  if you uh if you see any existing Google campaign the way match types are uh placed in a campaign is  when uh there are keywords within square brackets those are the exact match types. Then there are  keywords which are in uh quotes okay double quotes

00:27:58
uh they are the phrase matches and then there are  keywords which don’t have any special characters um they are the broad matches. Okay now this is  just how to identify the match types but uh the way these match types work deserves a completely  new and separate video. Okay. So then the next uh I will not say this is a pitfall uh but  these are automatically created assets. So uh what is this? Uh this is basically Google wants  permission uh to use your landing page content to create ads on its own. Okay. So, uh if you uh if  you ask this question that okay so what about the

00:28:57
ad the ad copies that I write? What about the  ad copies that I am giving Google? Okay. Will Google not be using this using those? So my answer  will be yes Google will be using those. But if you select these as on, okay, then you know Google  um gives you a notification and explains you in detail. But if you select this on, which of  course you can turn off later in the campaign, um if you keep this on, Google may ignore your ad  copies and use a landing page to create its own headlines and descriptions and uh use it to uh you  know to give you conversions. Uh now a lot of it

00:29:53
I have seen in a lot of campaigns where this works  very well and I have seen a lot of campaigns where uh especially in lead gen where the lead quality  suffers because of this setting. So uh if you are running legion campaigns, it is always advisable  to keep these off and use only assets that you directly provide. And I will explain how to write  ad copies as well. Uh but if you’re running a a ecom campaign, remember you will always have a  shopping campaign simultaneously. So the search and shopping are supposed to sync together to give  you the best results in case of e-commerce. So in

00:30:49
case of e-commerce, you can use this directly from  the get- go. But again, it depends on the industry and there are no absolute answers in Google ads.  Uh more settings by default. These are everything is fine. You don’t need to change anything.  Uh since you will be using smart bidding, you don’t need to uh basically change anything  right here. You can always change this later on and then move on to next. Now here Google says  that okay so we will help you create ad and uh I respectfully disagree so I click on skip.  Now uh just for the record I am opening this

00:31:50
website and what is this website all about?  This is just uh this is just my website and which is an example but you can of course  take any website as a suitable example. So um here if you see uh and what this website  is trying to do is you are uh giving a 90day success kit to performance marketers and this  is an advanced success kit. This is not for beginners mind you. This is not for beginners.  These are people uh these are for performance marketers who are in the advanced stage who have  like a minimum of five years of experience running

00:32:34
Google ads and Google search ads especially  and this is only Google search success kit but uh just for the just for illustration purposes  let’s say uh you know um let’s say this The content on this page is helping an user to  run a Google search campaign successfully. So when I start with ad copies, of course, it’s  always advisable to have um you know multiple headlines 15 characters each which we which  we are going to see how that works. But uh what I usually do when I start with  uh um Google um search campaigns is I

00:33:34
select some pieces of content right  from the landing page. So you will see me highlighting this and Ctrl C  and then going back to the the the so the campaign setup and just copy  pasting this on you know by default if you see now Google has picked  up your uh Google has picked up um the uh SEO keywords from the page  itself. health but we will start from the top. So here is a website. If you give  Google the website, Google will by default, you know, show you all the keywords that you want  to advertise it for. Now what I would suggest is

00:34:35
not to do this, okay? And usually have your  own set of keywords ready and that would be in a keyword research. Um and again that is  a separate video but let’s say as of now I uh you know um I just select let’s  say ads on Google. I just select um you know two two keywords. Now here  is where the Google the keyword match types become important. Okay. Uh when you’re  starting out uh there are many things which performance marketers prefer. Okay. Now, uh when you see these square  brackets, these are exact match keywords.

00:35:47
Okay. Now, let’s say uh I take an  example of this uh keyword again. and uh I put double quotes in the beginning and end. So  this is a phrase match keyword and if I don’t put anything this is a broad match keyword. Okay. So  square brackets ex these square brackets is exact match which basically means Google will trigger  your ads for people who are searching exactly this or some close variance of these. Okay. uh um and  close variance meaning um variance both in meaning as well as intent. Okay. And now um when you’re  starting with Google search ads, this is a very

00:37:00
um complicated concept to grasp right from the  start. So um I will explain this in more detail in se in uh in a separate video. But uh when Google  looks at users, they basically uh they basically keep these two parameters of any user in um you  know ready to judge whether the user is going to convert or not. one is a meaning of the of the of  the words that they’re searching and the second is the intent. Okay. Uh intent is basically based  on the user behavior of what that user did before

00:37:48
searching for that keyword. Okay, that is intent.  Um so did the users look at a video? Did the user look at a related uh Kora post? Did the user  look at review websites? Did the user uh you know um look at the website of that um you know of  that product before? Did the user look at websites of competitors of that product? Please remember  Google tracks and knows everything about every user who searches on Google. Okay. So I don’t  want to digress but staying on the topic this these are exact match keywords these are phrase  matches and these are broad matches. Now when

00:38:42
you start out when you start a search campaign  it is always advisable to not have broad match cam broad match keywords in the same campaign or  the same ad group as phrase and exact match. Okay. uh just for the simple reason is because broad  is a phrase and broad. These have sort of over overlapped in their meaning in the last 3 to  four years and as time goes by they will be more and more indistinguishable from each other.  Sorry, indistinguishable from each other. Okay, which means it is difficult to tell them apart.  But phrase matches usually before used to mean

00:39:32
that anybody who uh searches for these this  phrase on Google and uh broad match usually meant that people who were searching for these words or  anything related to these words. Okay. So in this example, ads on Google phrase match can also be  uh a closed variant of this phrase match will be I want to run Google ads. Okay, I want to run Google  ads. So this ad will trigger to that user. Let’s say somebody searches uh best Google ads agency.  this ad will trigger because all the words which

00:40:23
the user is searching is there in this phrase  and the meaning is also similar. So Google will u trigger your ad. Now if you go to broad match  uh let’s say ads on Google uh let’s say uh these uh the this ad will trigger for all the examples  that I mentioned earlier for people who are searching for I want to run Google ads or best  Google ads agency. But when a keyword is broad, it will go everywhere where every possible uh  variation is included. For example, ads on Google broad will even trigger for uh let’s say uh Google  ads review of um a big brand let’s say Starbucks

00:41:29
Google ads review okay this ad will trigger for  that also if you have a broad magic place Okay. Uh but uh I mean my ad has got nothing to do  um with uh with someone who is searching for Starbucks Google ads review. Okay. So um  just a very wide um example over there. So this is usually how broad match works. But  uh since uh uh since 2021 uh broad matches Google claims that broad matches have started  become more intelligent and uh it might trigger for irrelevant searches but then it learns very  quickly and uh it will stop showing for people

00:42:24
who doesn’t have any intent close to what you are  trying to achieve through your ads. But anyways, so when you start out a campaign, it is usually  recommended that you only keep phrase and exact in an ad group. So basically, this is an ad group and  you can name the ad group anything you want. Okay. Uh it is um uh for recommendation purposes.  It is always uh you know suggested that you keep the ad group the same name as the  product you are uh promoting. Okay. So so here is my website. Now this website, this  final URL is actually the landing page that you

00:43:17
want the users to go. But um you can change  it anytime later because uh this is just the keywords that you are entering. And then by the  way, you have to put something here otherwise the system will not let you go ahead. Now as you  can see you see more and more uh you know uh do this and this will happen and all these things  uh but just ignore it. Okay. Now here is the uh here is the final URL. Now this is actually  the ad copy which I was talking about and then there is a display bar. Okay. So the display path  is basically here. If you see this now obviously

00:44:12
the website and the logo will not match. Okay.  Because the logo belongs to the live account and this website is my own personal website. I’m  just using it for illustration purposes. But if you see these, okay, it gives you constant  previews of what the ad looks like. Okay. Now if you see here you will see uh you know  this is when I have entered nothing in the display path. So display path is basically  what the user sees rather than what the landing page URL is. Okay. So it’s a very  good uh practice to have the display path

00:45:00
use something relevant to what the user is  searching. So a very useful technique is to use DKI in the display path itself. Okay. Uh what  is DKI? uh DKI is dynamic keyword insertion. Okay, which means basically it’s a placeholder and it  is something like this curly brackets and then it will ask for keyword insertion or location  insertion. Okay, as you go down the ads, the headlines, the descriptions, there will uh there  will be one more option of uh this uh insertion uh which is a uh which is a countdown insertion. But  anyways, so since you can’t put a countdown in the

00:46:00
URL, you have the option of keyword. And now it  asks you to enter the default text. So basically what this does is um um the the two keywords that  we are using. Now it is always advised to start uh any ad group with five or more keywords. Uh we  just took two for illustration purposes. But here it asks for a default text. Now the default text  is basically uh if the keyword is more than 15 characters which is the the character limit in the  default text. Okay, if the keyword is more than 15 characters, okay, then it should show this by  default. Okay. So let’s say I type in Google ads.

00:46:58
Okay. And I click on apply. Now uh there are  three uh cases and this will be hardcoded. So uh of course you can always change it later but uh  these have different effects on different parts of the ad. Okay, when you are using DKI right in the  display path, remember your URL will automatically pick up the keyword which has triggered your  ad. Okay, let me repeat that DKI or dynamic keyword insertion picks up the keyword which  has triggered your ad and shows it to the user. Okay. The reason why I love DKI and many  performance marketers rely heavily on DKI

00:48:04
and DKI is an option only in Google search ads. It  is not possible in any other Google ad campaigns. Uh the reason DKI is so popular is because it will  make your ads look relevant to the user which in turn will help you get clicks from the user.  Okay. Now there is also a flip side to it that um getting more and more clicks is not necessarily  good when you are getting irrelevant clicks. Okay. But as far as clicks are concerned if you can  get more and more relevant clicks it is always good for your account and the campaign and the  business objectives that you’re trying to solve.

00:49:02
So DKI let’s say I I just enter Google ads and  then the second part now usually uh it is best practice to uh you know give another relevant  phrase in the display part but I have seen local ads where let’s say you are running lead genen  campaigns for a lawyer in a particular area where the location becomes very important because  people don’t want to travel uh too far uh for getting that service or let’s say you are running  Google search campaign for a local store okay um uh you are running Google search campaign  for a local retail store okay a typical brick

00:49:55
and motor retail store in that case it is a good  idea to use the um DKI option but here you use a location insertion and then you have the option of  choosing the city, state or the country. Uh if you are very local it is good to use city and click  on apply. So basically what will happen is um when um when uh people see the ad they will see  the website name followed by the keyword which has triggered the ad followed by their location. Okay,  this is the user location and not your location. Okay. User location. So, uh location insertion is  very useful where the where physical visits are

00:50:59
important to complete the business. Okay. Now, uh  so uh this is a display path. Um now once you are done with the display path um then you have the  ad um the actual headlines and descriptions. Now one thing I like to do here is the first headline  I use keyword insertion and here you’ll see there is something called a countdown insertion.  This is exactly what I was talking about. Uh um is uh you can actually have uh this um this  you know a countdown timer to add that uh FOMO to the user. Now usually what I like to do here  is use keyword insertion. Click on title case. Uh

00:51:58
if you remember when we did it in the display URL  we used sentence case is because it should appear as a sentence and not as a title. Uh but when you  are uh so basically you can read it over here the first letter of all keywords will be capitalized.  A sentence case is more natural for the URL. But when it comes to headlines uh remember people  can see only two headlines in most devices. um in tablets and uh laptops they see three  headlines but usually the first two headlines are very important. So what I like to do here is  use keyword insertion and then use let’s say uh

00:52:47
uh the the default uh keyword uh  the default text would be Google ads success and click on apply now.  So what will happen is if you see the keyword if it is more than uh 30 characters,  okay, which is a limit, it will show the keyword here instead of showing the default text. But  if it you know uh sorry the if the keyword is less than 30 characters then it will show the  keyword. But if it is not less than 30 characters, if it is more than 30 characters, then it will  show the default text. Now what I like to do

00:53:42
here is after putting DKI, I usually pin it  to the first position. So what happens here is now the my first position always shows  the keyword that has triggered the ad. Now this is something which uh many performance  marketers will not tell you but uh if you do this your ads will become relevant uh right from  the start because your first headline is showing the keyword that is triggering your ad. Okay. And  there is a difference between keyword and search term. Search term is what the user is actually  typing. Keyword is actually what you have which

00:54:33
trigger that. Okay. Now um the difference between  keyword and search terms is also you know that also deserves separate attention and I will make  a separate video about it. But as of now you know any keyword which gets displayed and which  always gets displayed in the first position usually improves the the quality score of  each and every keyword in your ad group. Okay, you start getting better  and better quality scores faster because you are always showing the  keyword in the first headline. Okay.

00:55:21
And then um then there is the  second headline. Now you can uh put all headlines and just keep on not pinning  any of them. So there is an option to do this also which is showing any unpin position. Uh  if by default this is selected it’s because Google wants to test all the combinations of  headlines to see what works and what doesn’t. But uh uh as uh performance market has become more  advanced or even if you’re not advanc beginner, it is always good to control what Google wants  you to do. So the next headline is where I put

00:56:11
a countdown timer. Okay? And let’s say I choose  6th September. Okay? and then give it like some big dates. So this is basically when the countdown  will begin and this is when the countdown ends. So there are three options start of day, custom time,  uh end of day. These are very useful for sale uh start dates and end dates. But these are  also very useful for lead genen campaigns and basically for any service where you want people  to have an urgency to click and enquire. Okay. So let’s say I take 6th September and end of day  and click on apply. So basically what will happen

00:57:04
is it will show uh so many days left. Okay. And  then once the number of days become less than um so you see 8 days now it shows the countdown 26  September and today is 29th August when I’m doing this uh you want to make it more natural I will  suggest uh you know uh let’s say batch starts in Okay. Now, so you you see now the batch starts in  8 days. So this is giving some kind of urgency to the user to click on this come to the landing page  and then do something to take an action. Okay.

00:57:59
Now if you have observed something as soon as you  put DKI all this becomes green which basically means that uh Google is saying that all of these  keywords now you don’t have to enter individually in the headlines. Okay. Now you will also see  something called ad strength and Google keeps giving you recommendations of what is ad strength  and what it can do. Now uh it’s an indication of relevance and diversity. You can read all this but  basically what it means is ad strength is all BS.

00:58:45
Okay. Uh the reason why Google gives you the ad  strength is that Google wants you to give it as much freedom in headlines and descriptions so that  you it can spend your money and keep testing and learning what works and what doesn’t work. Okay.  So my first headline is pinned to position one. I usually do is uh I take the second headline  which is a countdown. Okay. And I pin it to position two. So this is how my ad looks like.  So first is keyword then is some kind of urgency creation. Okay. Some kind of urgency creation. Uh  you can also say sale ends in so many days. And

00:59:41
when this countdown becomes less than 2 days that  is less than 48 hours it actually starts counting the hours instead of the days instead of days  which is even better. Okay. So here is uh we are done with headline one and headline two which  are basically the most important part of your ad because this is the one which gets the highest  number of clicks always and then you have another set of like Google wants you to fill all 15  headlines but I would suggest just filling five or six is more than enough when you’re starting with  unless you are looking to test different headlines

01:00:30
to see which works better. In that case, let’s say  a better way to do business. Uh I also pin it to second position. So what will happen is now Google  has two options to display in the second headline. So it is up to Google to to change and shuffle  this headline and this headline to see which one is working better for your uh you know for  your campaign performance. Okay. Uh you can do the same with headline one and two and then you  can also pin something to position three but uh I usually don’t do it because uh yeah when it’s  a mobile phone uh or any device the third headline

01:01:30
usually does not show it usually only shows up in  big screens like laptops on tablets And uh uh so um that is usually a very low priority for me. But  if you are running e-commerce ads, okay, if you are running sales ads, okay, if you’re running  catalog ads in a separate shopping campaign, then you may want to pin position three as well.  This is because uh When people buy a lot of stuff, when people are trying to use a credit card or  the debit card to buy something, they prefer to do it from a laptop or a tablet. Usually, it’s  more laptops because they can sit in one place

01:02:29
peacefully and then they make the purchase. Okay?  If you’re running campaigns for let’s say some kind of Amazon store. Okay? And then the third  headline also becomes important because most of the purchases will happen through desktops. Okay.  But if it’s a lead genen campaign, then you can ignore the third headline entirely and Google  will just use all your other headlines to um shuffle and show in the third headline. Okay.  Then there is a description. As you can see, Google has already picked up description, but  you can pin this as well. So, description,

01:03:16
there are only one and two. There are only  two options, two descriptions which you can ever show. And then if you want you can  also have DKI in the description as well. So, so here again you can put keyword insertion,  counter insertion, location insertion. Usually I have seen um you know uh any kind of lead  genen or e-commerce doing very well with location insertion in their description and then  pinning it to let’s say first or second position. is because when uh people see an ad they  are always looking for familiarities. Okay,

01:04:07
they’ll um because the human brain is trained to  see patterns even when nothing exists they are trained to see patterns. So when you are  run um running e-commerce ads especially uh when you display their city name okay in the  description somewhere it tends to get more clicks because it looks familiar to the user. Now uh this  is again some ticks and uh tips and tricks which we are going to see how what to use in headlines  and descriptions to get more clicks and you know uh to make your performance better. Then there  are images. Now uh image is basically these are

01:04:55
all stock images. You don’t have to worry too much  about it. Just add any stock image that you see on Google. You can also go up to uh suggested  and then uh right now there are no suggested assets but uh just add any stock image that you  get. This is just for getting real estate and in most of the devices I have not seen images getting  displayed. Okay. Uh just know that all the images that you add to your search ad should not have  any text on it. Okay? Otherwise they will get rejected and then you have to change it again.  Then comes business name. So that will be your

01:05:43
business and your business logo. And then you have  the site links which you can always put later. And then click on done. So here you are done with  the ad. You’re done with the first ad and uh okay I’m just waiting for this page to load and uh so  our ads are done and then moving on to budget. Google is asking for uh you know usually now Google has this added security  feature where uh you see uh more and more uh security measures but this is fine and we  will be deleting this campaign anyways. Then

01:07:07
there is a budget. Now here if you see on  the right hand side of the screen you will see there is a estimate of number of weekly  conversions and what is your weekly cost. Okay. It will also show you the cost per  conversion. Usually these are estimates and um unless you are running a e-commerce campaign  and you already have data in the account, none of these actually happens. So uh you don’t  have to worry about just put a minimum budget okay and get started. So put a minimum budget then  put it on review and then publish the campaign

01:07:50
and the it will it will take a few minutes for  the uh Google algorithm to review and you know uh make the campaign live. Okay. So this is now  your ad your Google search campaign is completely uh ready and ready to show your ads. Okay.  Now uh just for the record I will be uh deleting this campaign because I don’t  want anybody to see this ad. Okay. Um so again a uh a lot of things will be  blurred out and uh I’m just going to draft Oh wow, there are no drafts.  Wow, that’s amazing. Okay.

01:09:29
So, uh this is how you get  a search campaign on on on ready and running. Uh now there are other uh  settings to the search campaign which you can always adjust later on. For example, let’s  say when you look at search campaign and uh when you go to campaign and campaign view, click on this gear icon over  here and you will see all those settings which you actually made when you  started this campaign. Now, as I said and I promised you earlier that I will show you how to  change the conversion goals if you want to. So,

01:10:35
you see here conversion goals. If you click on  it, okay, just just click on change campaign goals. And here you will see again all the  categories of conversion pixels and what are those conversion pixels. So if you want to  change it to some clicks or impressions or some qualified leads you can do that. So this comes  from here. Uh now uh this campaign has search partners included because this is uh this campaign  has been running for more than 3 months now. Okay. If you see location and excluded location and  this thing so these are all pretty much tight.

01:11:25
Now bidding. Now what I said was initially  you start with uh maximize conversions which is basically Google will try to give you the  maximum number of conversions for that budget. After 4 days, it’s usually a good idea to  put a TCPA. And as you can see, Google is now already suggesting a DCPA based on so much  data that is have that it has. Or you can go to uh uh manual bidding strategy uh and then go to  see once you click on use a different bidding strategy now you get so many options. You can do  this exactly after setting up a new campaign and

01:12:17
once that campaign goes live you get all these  options. Okay. So there are maximize clicks, maximize conversions, conversion value, target  impression share and manual EPC uh CPC which which which was the basically grand old uh bidding type  and favorite of all performance marketers. Uh here if you see these are the ones that we switched off  when we started with which is the automatically created assets the keyword match types. Um so uh  yes so this is pretty much it. how to set up a campaign and uh you know uh what uh what are the  settings that you should have in place to start

01:13:08
a successful campaign. Uh I hope this video helped  you out. Uh I have a LinkedIn profile and I’m very much active on LinkedIn. So, uh, I’ll include  the link of my LinkedIn profile in the video description. Uh, so if you have any questions,  just let me know. You can ping me on LinkedIn. Um, I will answer your question as soon as I, you  know, reach your message basically. Okay. Um, so yeah, thank you. Thank you for your  time and I hope you learned something.