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Google Ads Tutorials: Campaign settings & optimization

Google Ads Tutorials: Campaign settings & optimization


[light music] If you’re this far in the video series, you already
understand how Search campaigns work. But even Google Ads veterans
commonly skip best practices when in comes to campaign
settings and optimization. In this video, you’ll learn the right campaign settings and the best ways to
optimize your campaigns. After building a Search campaign, it’s a good idea to double check your campaign
settings before activating the campaign. Start in your Search campaign,
and then click the Settings tab. Let’s explore a few important campaign settings. First, we’ll review Networks. Click the Networks drop-down menu, and ensure that you’re
opted into Search partners. Search partners are websites who
use the Google Search engine. This setting gives you a larger
opportunity for your ads to appear when someone is looking
for your product or service. Although the Display Network
is the default option, be sure to opt out of it. The Display Network is best used for
remarketing or customer prospecting, since it shows your ads on
websites outside of Google Search. It’s recommended to build these campaigns
separately from your Search campaigns so that you can solely focus
on Search performance. Now let’s discuss your location settings. Defining your location is extremely important if you have different landing pages,
or budgets, for different countries. Or, if you only provide service
in specific countries or areas. So be sure to target the right
city, country, or region. Choose your language setting. This setting lets you show your ads in the
preferred language of potential customers, who use Google products
and third-party websites. Now click on ‘Additional settings’
and select ‘Ad rotation’. Select ‘Optimize: Prefer best performing ads’. This ‘Optimize’ setting shows ads that
are expected to get more clicks or conversions within an
ad group, more frequently. Keep ‘Optimize’ as your default. You can also review all of your
campaigns settings in one view. Make sure you’re in the All campaigns
view and click the Settings tab. You can then check that all your campaigns: run on the Search Network with
Search partners, but not with Display, target the right location, and, that ad rotation is ‘Optimized’. Now that you have your campaign setup
properly, and all of your ad groups, ads, and keywords setup in it,
it’s time to enable your campaign. But your work doesn’t end here. You should continually optimize your campaigns. Here’s how to optimize your Search campaigns. First, use your search term report regularly. See what search terms triggered your ad, and decide which search term should
be added as, negative keywords. Which search terms brought conversions
and should be added as exact keywords. And, which search terms have
a slightly different theme and should be separated to
a more relevant ad group. Second, continue analyzing your ads. Your performance data can inform you
of what headlines and descriptions work well, so you can keep experimenting
with different wording. Do this while ensuring you have
at least two expanded text ads and one responsive search
ad in each ad group. And third, check the Recommendations page to see your optimization score. Optimization score is an estimate of how well
your Google Ads account is set to perform. The score ranges from 0 to 100%. This can help you work smarter and free
up more bandwidth to think strategically. Along with the optimization score, you’ll see a list of recommendations
that can help you optimize each campaign. After you implement some of
these recommendations, your score should increase immediately. Now that you know how to set up and
optimize your Search campaigns, it’s time to start thinking about reaching
more audiences through Google Display. [music continues]

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