Feb 19, 2021
Google Ads - How To Build A Campaign with Bobby
Instructional Series 1 Episode 3 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 (00:02):
Hello, and welcome to another episode of the business of business podcast. This is Roy, your host, of course, we're the podcast that brings you a wide variety of guests that talk about a bunch of diverse, uh, subjects that have to do with business. This is going to be our third installment of Google ads and, uh, we were lucky, uh, Bobby with Cigna marketing is back with us. Bobby. Welcome back.
Thank you. I really appreciate it. Having him back. Yeah,
Roy - The Business of Business Podcast (00:27):
Yeah, yeah. This is awesome. Uh, you know, what we've decided is to, uh, take a little different approach in, in addition to the, uh, normal, full length episodes that we release on Tuesday, as we're having this segment that we're going to release, you know, probably on a Thursday that will, um, kind of get into subjects a little bit deeper, they're going to be shorter, but give you some actionable item. And, uh, so this is going to be over. We're still talking about Google ads and, uh, we've talked in the beginning about targeting and how to build or, uh, you know, how to get started. And then we've talked about the different campaign types. And so today we're going to talk about how to build the campaign. So I'll be, I'll let you take it from there.
Awesome. Sounds great. Yeah. And I know even on the last segment of this, we touched a little bit on kind of just building out a search campaign, super high level, but here we'll, we'll dive much deeper, so. Okay, awesome. So yeah, uh, just to recap, some of the three main types of campaigns will be a search campaign, a display campaign or a video campaign. And so we'll start with the search campaign first. Um, so this is what the understanding that this person has already done their keyword research. They already kinda know exactly, you know, who they want to target and all that good stuff. And so what I really like to do as a process is actually before you even open up the interface, you can use a Google doc and you can use a piece of paper. It doesn't matter, but you want to outline and structure your campaign.
Kind of just put it on paper first. Okay. So it's just an outline. You would say, you know, you would say, Hey, campaign, number one, it's going to contain these types of keywords. And then with those keywords, you'll want to add them kind of like in buckets, almost like folders, where they're nicely themed. And so as an example, say a garage door repair company, and I want to target two different cities out here. Say, I want to target Phoenix and Chandler, um, people instead of just buying garage door repair as a keyword, I want to even get a little bit more themed out and say, garage door repair, Phoenix, and then garage door repair Chandler. Now those two keywords, I don't want to add them in the same folder. I actually want to keep them in separate ad groups. And the reason why is because then the ads that are creating those ad groups, I can say directly in the ad garage door repair Chandler or Dodge door repair Phoenix, or I could say Todd gray garage door repair company in Chandler, you know, it can be very themed out in that sense. So that's that type of process that you,
Roy - The Business of Business Podcast (02:57):
Yeah, I was just going to say that if you go and listen to one of the previous episodes, that's something you talk about that, you know, I've never thought about that is excellent advice is, you know, cause I have to admit I'm guilty of this as just like dumping all the keywords into one campaign and, and mine, mine are pretty general anyway, but you know, if you do have specifics like that, it's great to set up different campaigns so you can write, copy or develop a YouTube content or whatever you're doing. That specifically targets that group. So anyway, I didn't mean to interrupt. You just wanted to say that. Yeah. That's why it's so awesome for me to do this show because like I say, I learned something every, every time we get on here, I learned something. But anyway, go ahead Bobby.
Oh yeah. No. And it's incredibly incredibly important because, um, what you're looking to do. So by doing that, you're, you're basically delivering an ad result to whatever, to exactly what the person was searching for. Right. You're answering their question directly. Um, how that translates into better results is that you actually have a higher click-through rate, meaning your ad will, will definitely stand out from the competition in that sense. Um, and that in turn will give you a better quality score. So each keyword is, has a quality score measured from one to 10 and essentially this is Google's, uh, relevance metric to let us know how relevant is our keyword, uh, compared to our ad copy. I didn't compare to our landing page. Okay. If we have those three assets, uh, highly relevant, then we get rewarded with a really great quality score, which in turn actually drives down our cost per click. So they basically reward us by not having to, I mean, if we're bidding $6 a click, we may actually pay only $3 for typically about half. Wow. Yeah. If we have a keyword that has a bad quality score, they're going to charge you $6 a click.
Okay. So, so yeah, so that's, that's that part of the process as far as of defining your account structure, and this is, this is why we get into account structure because it absolutely matters. And to what you mentioned earlier, you definitely want to stay away from just adding keywords all into the, into one folder, because then, uh, we talked about relevancy. It affects that, but then it's also kind of hard to manage, uh, bids, uh, when you're running the campaign and you're running, um, them over time. Um, you want to have control over bids and uh, in a way that's efficient. So it's much easier to control your bids at the ad group level compared to having to, to add a bid on every single keyword. Cause you know, that that can get pretty crazy, especially if you're buying two, 300, 400 keywords, um, managing an account like that.
It's kinda, that's, that's, uh, that's not possible at that point. So by segmenting all these keywords into really nicely themed ad groups, you can control the bids at the ad group level. Okay. So, so yeah, so once you have that on paper and you're happy with it, then go into the, and start building that campaign out, um, in terms of campaign settings, I mean, there's, there's a lot there, but some of the major ones are definitely going to be your location settings. Um, you can get, you can get pretty granular down to the zip code level. Now just as an FYI, if you're in an industry like, um, like real estate, uh, Google will notice that and they'll, they'll have you opt into a housing agreement just to make sure you're compliant and stuff like that. And Facebook has been doing that for a while, but Google has rolled that out too.
Um, but yeah, and then you'll have, so I'll have an option to, um, to advertise on other search networks, like ask, uh, I believe the, yeah, like ask.com and stuff like that. So Google does have other search partners that they monetize their platforms too. So you can opt in or opt out of that, uh, typically will opt in because the more coverage, the better in that sense. Right. Right. Exactly. So, yeah. So from, from there, you're going to go through the process of building that campaign, building those ad groups, um, building your ads, um, we always recommend in each ad group, you want at least three ads you want at least two extended, uh, ads, sex ads, at least one responsive ad. And uh, the reason why with the responsive ads is Google is going to recommend it to you. Anyways, they're going to be like, just, they're going to give you these notifications of, Hey, you're missing an opportunity, create your responsive ad.
But the reason why it's so important is because actually from a testing perspective, it's great. A responsive ad allows you to put, um, I think it's built up to 10 different headlines up to six, I believe, uh, descriptions. Um, and the system itself will rotate these variations, uh, and, and trigger them. So over time you can actually see which headlines have the highest click-through rate, which descriptions have the highest click through rate, I think create new ads based off that data right there. So, so that's at a high level, a search campaign building, building that out when it comes to display and remark and, uh, video, you actually do want to take the same approach in terms of mapping out your campaign structure on paper. And in this case you can target by keywords, but, or you can target also by custom audiences. And so audiences is definitely very common.
Like you can create a custom audience by targeting people that have shown interest in specific subjects or topics, or even have that have shown interest in certain brands. Uh, you can target even people by that type of behavior. Okay. So, um, one strategy is say, for example, I have a all purpose cleaning product and I want to target people that have had an interest in simple green. I can do that, uh, through, through display advertising, uh, or video. Um, so yeah, I would say, definitely take that same approach of mapping it out on paper and then go into the interface and, and build it out. Okay.
Roy - The Business of Business Podcast (08:49):
All right. Great. Um, anything else we want to add before we, we close? Uh, before we
Closed, I would say, uh, I just wanted to touch on ad extensions for search campaigns because ad extensions is a huge opportunity that a lot of people leave on the table. Okay. So when you're building, when you, when you have your campaign basically built out for search, um, make sure you build out ad extension. So where you'll find this, that is underneath the ads tablet, and there'll be a button that says extensions. So there's a ton of different ones in there, but some of the common ones are going to be site links, call that call-outs a call extension, um, and structured snippets. Those are kind of like, I mean, there's about eight or nine or maybe even 10, but those are the four of the main ones, um, that almost every business should have, uh, because basically what happens is that when these call extensions or when these ad extensions do appear on the search, um, on the search network, your ad actually looks much bigger and takes up more real estate. And so, uh, by taking a more real estate, you can actually drive up your click through rate as well. Okay. So yeah, and it doesn't cost, I mean, elk maybe cost a little bit more per click, but you are definitely having more of a prominent appearance on the search network and that's why you get a higher click through rate.
Roy - The Business of Business Podcast (10:03):
Yeah. And that kind of translates over. Don't want to get off into that, but you know, like why don't we suggest using pictures and videos when we post on LinkedIn and Facebook and other networks is it's not only that people are more interested in pictures and videos, but also if you think about, if you have a, uh, just write a few lines of texts, you take up about this much space, it's easy to get lost in the scroll where if you have a picture and video, now, all of a sudden you've just expanded your real estate. So that's good. All right, Bobby. Well, thanks again. Um, next week, we're going to be back with, uh, how to enable the campaign and then also the maintenance part of that too. So thanks again. Uh, y'all reach out if you need some help, uh, let Bobby and his team help you and how could they get ahold of y'all Bobby?
Wonderful. No, thank you, Roy. I really appreciate it again. Uh, everyone can, uh, reach us at cignamarketing.com, uh, or at Cigna on is our social media handle everywhere. Uh, Instagram, YouTube and Facebook and Twitter. Yeah. We're very active on those channels. So if you have a question, definitely don't be shy to send us a comment on there.
Roy - The Business of Business Podcast (11:07):
Okay. All right. Thanks a lot. Again, you can find us at www.thebusinessofbusinesspodcast.com. We're on all the major social media is Facebook, Twitter, Instagram. These videos will go up on YouTube as well. We are on all the major PA major podcast platforms, iTunes, Google, Stitcher, Spotify. We're not a one that you listened to. Uh, give me a shout. I'll be glad to get us added to there. So till next week, thanks a lot.