The document discusses strategies for optimizing Google Ads amidst increasing costs and diminishing keyword data, highlighting the shift towards automation and audience-centric advertising. Key points include the importance of understanding demographics and personas for effective targeting, as well as implementing efficiencies like negative keywords and better ad scheduling. The document also emphasizes the need for budget management between different keyword match types to maximize returns.

1. Google Ads
Masterclass
Being Effective With Budgets

2. ● New Initiatives
● 5 Quick Efficiencies
● Demographics & Personas

3. New
Initiatives

4. Sorry, but
your bills are
going up

5. From November
1st, there will be an
additional 2% cost
on invoices as part
of the UK Digital
Tax Services.

6. Keyword data
is disappearing
too…..

7. Announced last month, search
queries that do not have
“significant” search volume will
be hidden from the search
queries report.

8. ● Less data = less informed decisions
● Search Query helps you to find low cost
opportunities - this now isn’t the case.
● Lack of visibility on where money is
being spent
● Further move towards automation over
manual management.

9. Push for
Responsive
Ads

10. When creating a new ad, the
“Text Ad” option is gone - push
you to create RSAs.
Fear not, if you hit RSA, you
have the option to switch back
to text ads

11. Again, Google is
pushing for
automation - hello
Discovery

13. ● No keyword targeting
● Based on consumer
intent and
demographics
● Effectively social
advertising on Google
● Visual led, over text

14. Moving away from
keywords &
towards audience
personas

15. Demographics
& Personas

16. Exactly who
are your key
converters?

17. ● Age
● Gender
● Location
● Job role
● Industry
● What sites do they read / use
● Married
● Parental Status
● What devices do they own

18. You may
have multiple
personas

19. ● Age - 25 - 45
● Gender - Male
● Location - Birmingham & Outside of London
● Job role - Business owner or marketing manage
● Industry - varied
● What sites do they read / use - News (local and
national), social media, email, marketing news
● Married - Yes
● Parental Status - Yes
● What devices do they own - Phone, PC & Voice
Speaker

20. This persona can be built into your
Google Ads campaigns, with some
simple tweaks. Start with location
targeting, age, device and gender.

21. All have the option to Exclude traits, bid
more aggressively to that audience set
or bid less aggressively.

22. Use Placements
targeting to select
the specific sites
you’d like your ads
to show on.
Bear in mind your
personas when
doing this.

23. ● Age
● Gender
● Location
● Job role
● Industry
● What sites do they read / use
● Married
● Parental Status
● What devices do they own

24. Breakout
Session
Who are your audience
personas?

25. How’d You
Get On?

26. Personas will assist
all marketing channel
decisions, down to
the content you write

27. 5 Quick
Account
Efficiencies

28. Remove Apps from
Your Display
Advertising

29. These can drain your budget
with accidental clicks…..
We’ve all done it!

30. Placements > Exclusions > App
Categories > Select Them All > Save

31. Consider Your Ad
Schedule

32. Ads and extensions are automatically
set to run 24/7…. But is this right for
your business?
Also remember that if you’re targeting
internationally, your ad schedule is
based on the timezone you selected
when you created your Google Ads
account

33. Your phones likely aren’t
operating 24/7...
Ads & Extensions >
Extensions > Call > Add
Schedule

34. Break your days down and bid more
aggressively at the best performing
times of day
You can find that data in Google Analytics or under Ad
Schedule > Day (or Hour) in Google Ads

35. Implement
Negative Keywords

36. Stop those irrelevant clicks from happening
again by adding negative keyword.
Keywords > Search Terms

37. Hugely
important to do
this regularly if
you’re running
DSA campaigns
or Broad Match
keywords

38. If you’re running branded
ads add Negative Keywords
for terms such as
● Job
● Career
● Vacancy
● Contact
● Reviews
● Address
● Phone number

39. Turn Off Search
& Display

40. Intent and targeting is very different on Search
Network and Display Network, so keep the
campaigns separate.

41. Search Partners may not be
right for you either. Segment
your data by Network to see
what it’s delivered.

42. Mix Up Match
Types

43. ● Broad Match - SEO Agency - search query has to be similar
- London SEO Agency, What Is An SEO Agency, Benefits of
SEO Agencies
● Phrase Match - “SEO Agency” - could trigger with words
either side of the search query - “London SEO Agency”, “SEO
Agency Benefits”
● Exact Match - [SEO Agency] - search query has to be that
exact phrase in the order - [SEO Agency] or [SEO Agencies]
● Broad Match Modifier - +SEO +Agency - query needs to
include those words but could be in any order - SEO
inhouse or agency.

44. Broad Match
Phrase Match
Exact Match
Broad Match Modifier
Funnel
Broad Match is great for
research phase and mining….
But it should have a smaller
weight of budget.
Exact and Broad Match Modifier
are more specific so stronger
converting

45. Let’s make our
budgets go further

46. Questions?
Next week: Social advertising
October 22nd: Building a brand following