Chapter 32

Google Campaigns

Running Google campaigns can be incredibly complex and expensive so it is important to do a few things well and apply the KISS principle wherever you can.

There are three basic campaign types…

  • Search Ads (Search)
  • Display Ads (Remarketing)
  • Youtube Ads 

People searching on Google are actively searching for a solution to a problem. They are more likely to be doing this from their laptop or desktop computer than a mobile device.

The reverse is true on Facebook where they are probably just goofing off and wasting time and are highly likely to be on a mobile device the first time they see your Ad.

Remember this when setting up your campaigns.

People enter their search query on Google ‘et voila’. The results come back in milliseconds.  There is very little difference between an organic result and an Ad. They look almost the same. The only giveaway is the word Ad being bolded.

Note: When someone finds you on Facebook, they may well check you or your programme out on Google to find out more about you. This is why having up to date profiles on Youtube, Google My Business and Linkedin is incredibly important. 

Without going into detail, the auction that Google conducts every time it processes a search query to choose the Ads it will show is based on Quality Score. This is a combination of the CTR from your Ad and the quality of your landing page.

Facebook is more widely used because People-Based targeting is easier to understand, but Google has a powerful People-Based targeting too. 

Inside of Google, you’ll want to target these audiences:

Ideas: Reach potential customers while they’re actively browsing, researching, or comparing the types of products you sell. Using Ideas, you can connect with those most interested in what you have to offer, using precise segments that classify users based on their demonstrated in-market behavior and purchase intent. 

Browse People-Based Targeting: Set up a custom audience in your Display, Discovery, Gmail, and Video campaigns by adding specific keywords, URLs, and apps related to your product or service. Google Ads will show ads to people with these interests or purchase intentions on pages, apps, and videos.

Category Search of People-Based Targeting: With affinity audiences, you can reach people based on a holistic picture of their lifestyles, passions, and habits. Affinity audiences have demonstrated a qualified passion for a given topic, allowing advertisers to reach the people who matter most with their products or offers.

Google Lead Form Extensions: Allows lead capture inside Google search or YouTube and works similarly to Facebook lead ads (with pre-filled forms in some cases). The key is to get leads from Google to your customer relationship manager (CRM) to enable your lead generation strategy. You can do this with Zapier, CSV download, Wicked Reports, etc.

YouTube TrueView: Allows clickable calls to action overlay on your video that sends users directly to the same landing page offer we discussed above. This enables your lead generation strategy and puts those leads right into your email funnel.

Measure ROI to Scale Your Winners, Kill the Losers, and Chill the Rest

You’re already doing this with your current ad sets, but now it’s time to do this with your new varying Person-Based audiences. Make sure to keep tabs on the data to be sure that you’re putting your money behind the best audiences for your products. 

There is not enough time or space to give you an in-depth understanding of how to manage your Google Ad campaigns here. 

Instead, I suggest that you go over to Amazon and buy these two books 

The Ultimate Guide to Google Ads
by Perry Marshall and Mike Rhodes


Google Ads (AdWords) Workbook: Advertising on Google Ads, YouTube, & the Display Network (2021 Google Ads (AdWords))
by Jason McDonald

To start with, I suggest you focus on Google Ads (Search) and drive people actively searching for a solution to your Story Driven Mini-Site. 

Consider running branding AdGroups (Search) using the name of your programme as well as your name as keywords as well as  others using modified broad match keywords not forgetting to pick relevant negative keywords like ‘-Free’, ‘-Cheap’, ‘-inexpensive’, –login’, ‘-article, ‘-video’ and ‘-pdf’, for example.

Good luck…

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