![#brightonSEO 8
used cars
ads will appear for queries similar to:
used cars, uesd cras, second hand cars, used automobiles, new and used cars, cars on offer, car sales, 0km car,
company cars, car fleet, car dealers, used Audi, used Fiat 500, used BMW, used SUV, used vans, MOT test used car,
used car parts, good mechanic used car, cars movie, Mercedes dealer near me, car dealer XYZ, leasing cars etc.
+used +cars
ads will appear for queries similar to:
used cars, second hand cars, uesd cras, used automobiles, new and used cars, used Audi A4, used Fiat 500, used
BMW, used SUV, used vans, MOT test used car, used car parts, good mechanic used car, etc.
«used cars»
ads will appear for queries similar to:
used cars, second hand car, used car, uesd cras, new and used cars, MOT test used car, used car parts, mechanic
used car, used automobiles, second hand automobiles, used van, second hand SUV, second hand car parts etc.
[used cars]
ads will appear for queries similar to:
used cars, used car, uesd cras, used automobiles, second hand cars etc.
–parts or –«parts» or –[parts]
block ads if these words are used in search queries
Matching Types
@Gianps (all rights reserved)](https://image.slidesharecdn.com/brightonseo-lorusso3-220406092741/75/Agile-Target-Layering-BrightonSEO-Search-Advertising-Show-2022-8-2048.jpg)
Uploaded byGianpaolo Lorusso
Agile Target Layering - BrightonSEO - Search Advertising Show 2022
The talk covers strategies for enhancing Google Ads performance by combining traditional methods with machine learning insights. It emphasizes the importance of targeting, budget management, and understanding various audience demographics to improve ad efficiency and conversion rates. The presentation introduces patented methodologies like 'ppc checkmate' and suggests leveraging AI tools for better ad customization and targeting.
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Agile Target Layering - BrightonSEO - Search Advertising Show 2022
- 1. Name of talkto go here, name of talk Name Surname Combining good old GAds tricks with ML Gianpaolo Lorusso ADworld Experience @gianps
- 2. #brightonSEO I’ve been aroundsince 2003...
- 3. #brightonSEO 3 & Ihave seen things in Google Ads that you people wouldn’t believe...
- 4. #brightonSEO This is mymood after the news about Performance Max
- 5. #brightonSEO What Google consideredtop important to promote in a travel site
- 6. #brightonSEO What Google consideredthe 2nd most important to promote
- 7. #brightonSEO So what? Leaving itall to Google or...
- 8. #brightonSEO 8 used cars adswill appear for queries similar to: used cars, uesd cras, second hand cars, used automobiles, new and used cars, cars on offer, car sales, 0km car, company cars, car fleet, car dealers, used Audi, used Fiat 500, used BMW, used SUV, used vans, MOT test used car, used car parts, good mechanic used car, cars movie, Mercedes dealer near me, car dealer XYZ, leasing cars etc. +used +cars ads will appear for queries similar to: used cars, second hand cars, uesd cras, used automobiles, new and used cars, used Audi A4, used Fiat 500, used BMW, used SUV, used vans, MOT test used car, used car parts, good mechanic used car, etc. «used cars» ads will appear for queries similar to: used cars, second hand car, used car, uesd cras, new and used cars, MOT test used car, used car parts, mechanic used car, used automobiles, second hand automobiles, used van, second hand SUV, second hand car parts etc. [used cars] ads will appear for queries similar to: used cars, used car, uesd cras, used automobiles, second hand cars etc. –parts or –«parts» or –[parts] block ads if these words are used in search queries Matching Types @Gianps (all rights reserved)
- 9. #brightonSEO 9 IT - CAN- BE - DONE
- 10. #brightonSEO MRH example @Gianps (allrights reserved) 10
- 11. #brightonSEO Agile Target Layering 11 LatentDemand (TOFU) Likely to Convert (MOFU) Highest CR (BOFU) • Performance Max / Discovery / Display • Relevant Audiences • + Budget > + Impression Share • Negatives at will • Broad Match & DSA (- unrelated URLs) • Long Tail Keys + Relevant Audiences • + Budget > + Impression Share • Brand & unrelated key negatives • Phrase/Exact Match «old school» campaigns • long tail & branded keys • 100% Impression Share (Limitless Budget) • Few or no negatives
- 12. #brightonSEO Agile Target Layering 12 LatentDemand (TOFU) Likely to Convert (MOFU) Highest CR (BOFU) • Performance Max / Discovery / Display • Relevant Audiences • + Budget > + Impression Share • Negatives at will • Broad Match & DSA (- unrelated URLs) • Long Tail Keys + Relevant Audiences • + Budget > + Impression Share • Brand & unrelated key negatives • Phrase/Exact Match «old school» campaigns • long tail & branded keys • 100% Impression Share (Limitless Budget) • Few or no negatives
- 13. #brightonSEO Agile Target Layering 13 LatentDemand (TOFU) Likely to Convert (MOFU) Highest CR (BOFU) • Performance Max / Discovery / Display • Relevant Audiences • + Budget > + Impression Share • Negatives at will • Broad Match & DSA (- unrelated URLs) • Long Tail Keys + Relevant Audiences • + Budget > + Impression Share • Brand & unrelated key negatives • Phrase/Exact Match «old school» campaigns • long tail & branded keys • 100% Impression Share (Limitless Budget) • Few or no negatives
- 14.
- 15. #brightonSEO «PPC CheckMate» Methodology 15 (USpatented in 2016) @Gianps (all rights reserved)
- 16. #brightonSEO «PPC CheckMate» Methodology 16 (USpatented in 2016) @Gianps (all rights reserved)
- 17. #brightonSEO «PPC CheckMate» Methodology 17 (USpatented in 2016) @Gianps (all rights reserved)
- 18. #brightonSEO Efficiency in GoogleSearch Ads Top spending keywords with 7 to 10 Quality Score 18 18 @Gianps (all rights reserved) Except for highly converting keys (ex.: competitor brand names)
- 19. #brightonSEO Efficiency in GoogleDisplay Network Good CTR range, acceptable CPC, Bounce Rate (imported from Analytics) & Conversion Cost 19 @Gianps (all rights reserved) Except for in-target high quality placements
- 20.
- 21. #brightonSEO Responsive Search Ads •Keyword Insertion • IF function • Ad Customizers • False RSAs @Gianps (all rights reserved) 21 https://tenscores.com/blog/responsive-search-ads/
- 22. #brightonSEO Image Extensions @Gianps (allrights reserved) 22
- 23. #brightonSEO Automatic Audiences inObservation @Gianps (all rights reserved) 23
- 24. #brightonSEO Automatic Audiences inObservation @Gianps (all rights reserved) 24
- 25. #brightonSEO Automatic Audiences inObservation @Gianps (all rights reserved) 25
- 26. #brightonSEO 26 Demographics (age,sex, sons, education, house, income) Placements Interests/intents Topics (page content) Geographic (intent or strict), Language, Device Remarketing Lists (+YouTube channel users & Customer lists) (searches) Keywords (similar audiences) (categories, custom & life events) (categories & life events) @Gianps (all rights reserved) https://developers.google.com/adwords/api/docs/appendix/codes-formats
- 27. #brightonSEO you didn’t reallyask me IF I track goals
- 28.
- 29. #brightonSEO Enhanced Conversions forLeads @Gianps (all rights reserved) 29
- 30. #brightonSEO Keywords/placements/shopping items costper conversion has to be lower than the direct or indirect profit generated Effectiveness in Google Ads 30 @Gianps (all rights reserved) 30
- 31. #brightonSEO Conversion Value Automation •Value each conversion also in leadgen campaigns (+ relevance + value) • Move from Max Conv & tCPA to tROAS (x10 your average cpc for lower value conversions) • Higher tROAS with lower margins • Value adjustment (ex.: acquired customers) @Gianps (all rights reserved) 31 https://www.searchenginejournal.com/troas-google-ads-script/437988/
- 32. #brightonSEO Display + PayFor Conversions @Gianps (all rights reserved) 32 https://support.google.com/google-ads/answer/7528254 • +100 conversions in 30 days • 90% within 7days • CPA below 200$ • No shared bdgt
- 33. #brightonSEO When you finishyour budget on items converting like hell too
- 34. #brightonSEO The most effectivekeywords and placements should have the highest possible coverage (impression shares) Coverage & budget spending 34 @Gianps (all rights reserved)
- 35. #brightonSEO • To checkEFFICIENCY Look at Quality Score KPIs of top spending keywords/placements/shopping items • To check EFFECTIVENESS Look at Cost per Conversion at keyword, group and campaign level and search for black budget holes • To check COVERAGE Look at Impression Share of top converting items Small Recap 35 @Gianps (all rights reserved)
- 36. #brightonSEO • Google AdsSynthetic Free Guide http://bit.ly/adwguide • PPC CheckMate methodology infographic http://bit.ly/ppccheck • Bi-weeklish PPC World News bulletin http://bit.ly/ppcwnen • 10% discount code: bseo10 www.adworldexperience.it or https://shop.adworldexperience.it Extra Bonuses 36 @Gianps (all rights reserved)
- 37. #brightonSEO AND THEN… CHANGE YOURPERSPECTIVE
Editor's Notes
- #6 Loans to postpone payments for purchased travels
- #7 Pet Hens post
- #8 tip of the iceberg = highest converting queries submerged part = likely to convert queries + latent demand
- #9 A step behind Braces (brackets) Quotation marks
- #10 How can we fully disclose Machine Learing potential being sure at the same time to completely cover the tip of the iceberg?
- #12 BOFU «Sorrento luxury villas» «Sorrento luxury rentals» «Sorrento villas with private pool» MOFU Sorrento villas holiday rentals Sorrento Sorrento home rentals
- #13 BOFU «Sorrento luxury villas» «Sorrento luxury rentals» «Sorrento villas with private pool» MOFU Sorrento villas holiday rentals Sorrento Sorrento home rentals
- #14 BOFU «Sorrento luxury villas» «Sorrento luxury rentals» «Sorrento villas with private pool» MOFU Sorrento villas holiday rentals Sorrento Sorrento home rentals
- #19 At least untill Google will let us see QS
- #20 Too Low CTR > unrelated content Too high CTR > click-bots
- #22 IF FUNCTIONS change ads for acquired customers (audiences) or local (geolocation) / mobile users (device) Give a look to the link + recent contraddictory studies by Fred Vallaeys (Optmyzr) & Brad Geddes (Adalysis)
- #27 Customer Lists (open to almost everyone) Custom in-market audiences on keywords / competitors’ URL Start easy, check traffic & conversions & then add cross targeting criteria (not observation) In the link a complete recap of all targeting criteria mantained/updated by Google itself
- #29 Everytime you do not track all conversions you can in a GAds account a PPC professional dies (in pains) somewhere in the world
- #30 Only with gtag.js native Gads conversions (not available by now on GAnalytics imported ones)
- #31 Do not forget to consider Customer Lifetime Value, indirect or «impossible» conversions, branding or discovery effect (usually generating a lot of branded searches with very high conversion rates) and statistical relevance of data
- #32 Post by Frederick Vallaeys on SEJ about how to automate tROAS depending on temperature/weather conditions for a car batteries reseller
- #35 When users search for something or visit sites which have already proven to be highly converting they have to see our ads.
- #38 Bonuses