Feb 14, 2021
Google Ads - Campaign Type with Bobby Machado
Instructional Series 1 Episode 2 of 4
Bobby is the CEO and Lead Strategist at Signa Marketing, CEO at Sector 7 Apps, and a partner at Quick Job Products with his brother Cesar Machado.
As a kid, Bobby always had an interest in business such as providing landscaping services, training horses, or reselling "Tang" back to his parents during 5 grade. His experience in the digital world began when he taught himself how to code websites in high school, which turned into a way for Bobby to make money on the side while racing motocross, which remains as one of his passions to this day.
After he stopped competitively racing at the age of 22, Bobby decided to focus his full-time efforts in web development as a freelance web developer, which then introduced him into the digital marketing world. Being the analytical and creative type, Bobby developed a passion for digital marketing and data. After working at an automotive digital marketing agency as a paid media specialist, managing a little over $300,000 per month in Google Ad spend for several auto dealerships in the United States, Bobby combined my passion for business and launched Signa Marketing.
Signa Marketing currently makes up about 70% of Bobby's time and he enjoys hosting a Signa Marketing show named "Blueprint", in which he answers any and all user-submitted questions on how to market their business online. New episodes are released on Signa Marketing's YouTube Channel.
Overall, Bobby enjoys being immersed in anything "digital" that has a positive impact on people and humanity.
Full Transcript Below
Roy - The Business of Business Podcast (00:03):
Hello, and welcome to another episode of the business of business podcast. I'm Roy course, we are the podcast that brings you a lot of, uh, different, uh, guests to talking about a wide variety of subjects that have to do with business. And, uh, this is our, our new series. This is going to be part two of our Google ads. And, uh, we're going to welcome back Bobby from Cigna marketing, Bobby. How's it going today?
Bobby - Signa Marketing (00:28):
Oh, it's doing great, Roy. I appreciate it. Yeah. It's nice and sunny here in Phoenix today.
Roy - The Business of Business Podcast (00:32):
Awesome. Yeah. Yeah. We're getting a little sun here in Texas as well. Uh, so, you know, last week we talked about, you know, kind of getting started with the Google ads process and, uh, you know, we both, I think agreed that it's, it's a must, it is the way to, you know, get our names out there to generate some leads, things like that. But on the backside of that, uh, you know, Google, uh, they tend to have some awesome engineers that really, really develop some complex of products. And so, you know, kind of NAB, it can be daunting, you know, the first time you pull up the Google ads to get started, some people were like, I just can't do it. And they quit right there. So hopefully this series is going to give us some actionable items to kind of help walk people through it. Of course they are always welcome to reach out to you there at Cigna marketing. And I'm sure that your team would be glad to, you know, help them if it's too much or they just don't have time for it. So with that, let's just get into number two. I think, uh, we're gonna talk about campaign types. Is that correct?
Bobby - Signa Marketing (01:36):
That's correct. Yes. Yeah. So when you first created your Google ads account and you click that create campaign button, you'll be greeted by a, uh, uh, purpose of, you know, options here. Um, and, and they've really tried to refine this a little bit more in terms of kind of creating these buckets and they basically kind of ask you what your goals are. Is it brand awareness as a lead gen, et cetera, and kind of try to guide you from there. Um, so you can select one of these options. You know, one is brand awareness, uh, and some of the networks that you can choose there are going to be like video or display advertising, because it really kind of gets you out there. Um, in terms of being on online billboard in that sense or a video that is getting in front of a new market.
Bobby - Signa Marketing (02:20):
Right. But, um, what does happen sometimes when people choose these predefined, um, campaign types, they, they actually get fixated, uh, or controlled in a sense by the platform with limited options. And it's really actually, so that it's, it's done in a way, so that Google is kind of protecting the user in the sense of like, you know, and I'm trying to make it too complicated, but in turn, they, they kind of actually restrict certain setting settings. Um, and when you go to do more sophisticated stuff, you end up having to sometimes create a brand new campaign from, from scratch, just because a certain setting sometimes it's fixed and you can't change it once you create the campaign. Yeah. So, so I would recommend, um, always, it might be intimidating at first, but always select that very last option that says custom settings, custom campaign type.
Bobby - Signa Marketing (03:13):
Okay. And yeah, that's what you want to click first. Um, and then from there, it's going to guide you into what type of campaign type you want to choose. Um, so the common ones is going to be a search campaign, a display campaign, or even a video campaign. Okay. So, uh, so for example, search is definitely going to be a very common one. When you create a search campaign from there, it's actually going to take you to some of the generic settings, like what type of location do you want to target? You know, what type of geographic location, um, you can get pretty detailed. You can target a zip code, or you can target a specific city and put a radius around it. Um, you can target the whole radius or even the whole DMA or region, or even the entire state, um, or even country, uh, in that sense.
Bobby - Signa Marketing (03:59):
So you and your geo-targeting is going to be one, uh, major setting, um, after that is definitely gonna be as far as building ad groups. And a lot of people sometimes get intimidated with this part. And this kind of goes into like building and structure. But the reason why it does matter is because sometimes you'll have say a set of a hundred keywords. Um, what you want to stay away from is just throwing all the keywords into one ad group. You want to make sure that you actually theme these out in what we kind of call them is like, like buckets of keywords that are just barely tightly, tightly themed in that sense. Um, and the reason why that's important is because then you can write ad copy that is completely a hundred percent related to those keywords. Okay. Yeah. That's a good idea. So, yeah, so that's some of the process there, um, am keeping this super high level just to make it consumable.
Bobby - Signa Marketing (04:50):
But, uh, from there that's, when you're, you are able to just hit submit and, and have a campaign that's actually built out. I know, I know later on we'll dive into more of the details of how to structure these campaigns, but, uh, but that first one is going to be a search campaign. Um, the other type, how I mentioned as display and video. So this display is actually really neat because you can target basically any type of blog or news website out there that has opted into the Google display network. So these are websites that decided to monetize their content, uh, through the Google display network and allow advertisers like us to place ads on there. So, uh, with display, we have a lot of options by targeting by a keyword. So basically targeting, um, pieces of content out there that are talking about a specific subject matter that we'd like to get ads in front of, um, or we can even use custom audiences, which I'm really fond of.
Bobby - Signa Marketing (05:45):
Basically you can add, uh, URLs or even just keyword topics and the Google system itself kind of by seeing people's user behavior, et cetera, can target those people that have shown interest in certain topics or services or products or anything like that. So I then lastly, there's also remarketing and display campaigns. Um, and remarketing actually is not just focused on any campaign type. You can run it on search display or video, but it's pretty common to use remarketing, uh, and display and video, um, because of the fact that it's a brand awareness channel. So you can basically really just drive that frequency and that get that familiarity going, uh, by getting that same message in front of, uh, someone that has visited your website before and just building that familiarity. Uh, so yeah, so with display campaigns, you could definitely do that. Um, moving into video video is really neat because the primary channel is definitely going to be YouTube, as far as where your ad kit run.
Bobby - Signa Marketing (06:44):
Um, you can run it as a pre-roll ad where you, you, you know, you've, everyone's seen it where you go to YouTube, you're watching a video and you get a pre-roll ad and you can hit that skip ad button, but that's a, that's a pre-roll, um, or you can run a true view where it's like a ten second video where you can't skip it. It's kind of just, but those advertisers pay more for that type of place. Yeah. Yeah. So, uh, the cool thing with video is you can actually opt into other networks. So apart from just advertising on YouTube, any publishers out there that have decided to monetize their videos that are on their website, uh, your ads can show up there as well. Okay.
Roy - The Business of Business Podcast (07:21):
Yeah. And I think it's good to mention that, uh, while YouTube is a part of Google, we still think of these as two separate search engines. And if I'm still correct, YouTube is still a bigger search engine than Google the Google search engine. Is that correct?
Bobby - Signa Marketing (07:37):
It's the second largest search engine in the world. YouTube. Yeah, yeah, yeah, yeah. It's tremendous. But the way, the way to think about it is absolutely as a search engine, because you can, you can buy keywords on YouTube and get your, your video ad, uh, showing at the very top, um, or you can run as pre-roll ad. Yeah.
Roy - The Business of Business Podcast (07:57):
And the other thing that I've heard, you know, I'm kind of asking for your confirmation on this, not making a statement of fact, but, um, so many people go to Google to learn how to that, if you can structure your video as a, you know, how to something may be demonstrating your product or putting it together, or a problem solving my understanding is that those tend to kind of rise to the top as well.
Bobby - Signa Marketing (08:23):
Uh, ha hands down. Absolutely. And, and there are certain, there are certain, um, keywords, like actually as an example with one of our current clients, um, that we were doing keyword research for, for YouTube, you know, they're in the mortgage business. And, um, they're asking, you know, should we title this video? You know, how do I, uh, get approved for a home loan? Um, is it still optimized for home loan or basically for applying for a home loan? And the thing is yes, it is because even the first part of how do I, uh, Google kind of already understands that if someone is just typing into a search bar, uh, apply for a home loan, then most likely, they're also wondering how the heck do I do this with all about intent and, uh, Google is just ridiculously good at that now. So, um, so yeah, so, but to what you mentioned, I mean, that's why when you go to Google search, you'll actually see YouTube video ad results on that page as well. Um, so you'll see, you know, in, you'll see basically, um, different formats of, of content, whether it's even video, audio or contextual now on that first, uh, on that first page of Google pay on subject. Okay.
Roy - The Business of Business Podcast (09:36):
But yeah. All right. Awesome. Bobby, uh, anything else you want to add on that before we get out of here?
Bobby - Signa Marketing (09:43):
Yeah. So I would say just to recap, um, for new advertisers do not be scared about hitting that custom settings, because that is like the most frustrating thing is creating a campaign by that's guided, you know, running it for some time and then you want to do something different and then you can't because it's disabled that, that specific disabled. So, um, one example is like on a video campaign, if you, I believe if you said that to target, um, CPV cost per view, that type of setting, you can't change after that and make it manual if you wanted to. Yeah. So yeah, I would say definitely feel free to go down the customer out and you won't be able to break anything. You'll be, you'll be safe.
Roy - The Business of Business Podcast (10:23):
Yeah. That's good advice. Cause people you know, novices like myself, I tend to shy away from those custom features just because of that. So good advice again. Um, you know, these are something, these are actionable items. We're hoping that you guys out there will take advantage of any audience, but of course, if it's something that you need help with Bobby and his team are here to help. So, uh, Bobby, before we get out of here, why don't you tell them how they can reach out and get ahold of y'all?
Bobby - Signa Marketing (10:50):
No, thank you, Roy. I appreciate the opportunity. Yeah. Everyone can find us signamarketing.com. Uh, that's just SIG, N as in Nancy and then a, um, and same, same with all our social media handles. It's just Signa marketing. Um, I, uh, have a fun, uh, Q&A style of show in which I answer any and all digital marketing questions called blueprint on YouTube. So if anyone has questions about Google ads, feel free to just visit our YouTube channel and send us a comment then more than happy to, to answer them there.
Roy - The Business of Business Podcast (11:17):
Awesome. Bobby, thanks a lot. Uh, we will see you next week for the third installment. I think we're going to talk about how to actually build the campaign. Is that correct?
Bobby - Signa Marketing (11:26):
That's correct. Yep. We're going to go, we're going to go deeper into the whole, the step-by-step on that. Okay.
Roy - The Business of Business Podcast (11:31):
Okay. Awesome. Well, you can find us of course, at www.thebusinessofbusinesspodcast.com. Of course, these will go up on YouTube as well. A weekly, when these episodes go live, we're also in all the major social media, Facebook, Instagram, uh, U N uh, Twitter as well, Instagram. So reach out there, find us connect. We'd love to hear your feedback. If you have some subjects you'd like for us to talk about, uh, get back with us until next time. Thanks a lot.