How to Scale Google Ads Campaigns?
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The document outlines strategies for scaling PPC campaigns, emphasizing both vertical and horizontal scaling methods. It discusses targeting specific customer segments and expanding reach through new geographies, audience insights, and competitor targeting. Various keyword strategies and audience management tools are also described to optimize advertising effectiveness.
![Search: start with Exact and BMM Ad Groups
8
Keyword
[best hotel milan]
+best +hotel +Milan
Ad Group
EXA_best hotel milan
BMM_best hotel milan](https://image.slidesharecdn.com/boosterboxadespressowebinar-scalingcampaigns-190624082902/85/How-to-Scale-Google-Ads-Campaigns-8-320.jpg)
![Exact: optimise bidding for valuable search
terms > the most clicks at the right price
Search Term
Best hotel Milan
9
Keyword
[best hotel milan]
+best +hotel +Milan](https://image.slidesharecdn.com/boosterboxadespressowebinar-scalingcampaigns-190624082902/85/How-to-Scale-Google-Ads-Campaigns-9-320.jpg)
![Keyword
[best hotel milan]
+best +hotel +Milan
BMM is used to fish for new search terms
Search Term
Best hotel Milan
Best hotel in Milan
for meetings
10](https://image.slidesharecdn.com/boosterboxadespressowebinar-scalingcampaigns-190624082902/85/How-to-Scale-Google-Ads-Campaigns-10-320.jpg)
![Keyword
[best hotel milan]
+best +hotel +Milan
[best hotel in Milan for meetings]
+best +hotel +Milan +meetings
Create a new EXA & BMM for our new search term
Search Term
Best hotel Milan
11
Best hotel in Milan for meetings](https://image.slidesharecdn.com/boosterboxadespressowebinar-scalingcampaigns-190624082902/85/How-to-Scale-Google-Ads-Campaigns-11-320.jpg)
![Keyword
[best hotel milan]
+best +hotel +Milan
[best hotel in Milan for meetings]
+best +hotel +Milan +meetings
Discover even more search terms over time with BMM
Search Term
Best hotel Milan
Hotel with best wifi in Milan
12
Best hotel in Milan for meetings
Hotel with best room for meetings
in Milan](https://image.slidesharecdn.com/boosterboxadespressowebinar-scalingcampaigns-190624082902/85/How-to-Scale-Google-Ads-Campaigns-12-320.jpg)
![Isabella searches for more than just our keywords
13
Our Normal
Keywords
Isabella’s Searches
[best hotel Milan]
Best ppc growth
strategies 2019](https://image.slidesharecdn.com/boosterboxadespressowebinar-scalingcampaigns-190624082902/85/How-to-Scale-Google-Ads-Campaigns-13-320.jpg)
![We wouldn’t normally target some of Isabella’s
broader search terms
14
Our Normal
Keywords
Isabella’s Searches
[best hotel Milan]
hotel
train to Milan](https://image.slidesharecdn.com/boosterboxadespressowebinar-scalingcampaigns-190624082902/85/How-to-Scale-Google-Ads-Campaigns-14-320.jpg)
![We can combine broad keywords with audience
targeting to reach more Isabella’s
15
Our Normal
Keywords
Isabella’s Searches
[best hotel Milan]
[hotel]
[train to Milan]
Keyword + In Market
or RLSA Audience](https://image.slidesharecdn.com/boosterboxadespressowebinar-scalingcampaigns-190624082902/85/How-to-Scale-Google-Ads-Campaigns-15-320.jpg)
How to Scale Google Ads Campaigns?
- 1. How to Scale PPC Campaigns Gianluca Binelli, Booster Box
- 2. Gianluca Binelli, Booster Box ● 14y experience in online advertising. 6.5y at Google between Dublin, NYC & London ● Managed Quarterly $XXM in advertising for Google as part of the SEM in-house team that promotes Google’s products (in FB, Bing, Google, Linkedin etc) ● Advisor for Google’s own equity fund Capital G ● Voted 2nd Most Influential PPC Person in 2019 ● gianluca@boosterboxdigital.com, @ktzstyle
- 3. Vertical: reach more of the same kind people Horizontal: reach different kinds people 3 We can scale campaigns in two different directions
- 4. 4 Hotel Milanese advertises to two main kinds of customer Isabella From Tuscany and visiting clients of her digital agency Sofia On holiday from the UK with a bunch of her millennial mates
- 5. 5 Vertical: we reach more Isabella's Isabella From Tuscany and visiting clients of her digital agency Sofia On holiday from the UK with a bunch of her millennial mates
- 6. 6 Horizontal: we start reaching Rahpael’s Isabella From Tuscany and visiting clients of her digital agency Sofia On holiday from London with a bunch of her millennial mates Raphael Hipster dad taking his kids on a Museum tour from Turin
- 8. Search: start with Exact and BMM Ad Groups 8 Keyword [best hotel milan] +best +hotel +Milan Ad Group EXA_best hotel milan BMM_best hotel milan
- 9. Exact: optimise bidding for valuable search terms > the most clicks at the right price Search Term Best hotel Milan 9 Keyword [best hotel milan] +best +hotel +Milan
- 10. Keyword [best hotel milan] +best +hotel +Milan BMM is used to fish for new search terms Search Term Best hotel Milan Best hotel in Milan for meetings 10
- 11. Keyword [best hotel milan] +best +hotel +Milan [best hotel in Milan for meetings] +best +hotel +Milan +meetings Create a new EXA & BMM for our new search term Search Term Best hotel Milan 11 Best hotel in Milan for meetings
- 12. Keyword [best hotel milan] +best +hotel +Milan [best hotel in Milan for meetings] +best +hotel +Milan +meetings Discover even more search terms over time with BMM Search Term Best hotel Milan Hotel with best wifi in Milan 12 Best hotel in Milan for meetings Hotel with best room for meetings in Milan
- 13. Isabella searches for more than just our keywords 13 Our Normal Keywords Isabella’s Searches [best hotel Milan] Best ppc growth strategies 2019
- 14. We wouldn’t normally target some of Isabella’s broader search terms 14 Our Normal Keywords Isabella’s Searches [best hotel Milan] hotel train to Milan
- 15. We can combine broad keywords with audience targeting to reach more Isabella’s 15 Our Normal Keywords Isabella’s Searches [best hotel Milan] [hotel] [train to Milan] Keyword + In Market or RLSA Audience
- 16. Tools > Audience Manager > Audience Insights 16
- 17. Chantelle is in the market for a new suitcase for her tour of europe before she goes to university. 17
- 18. We can add the “Luggage” and “student loans”In Market Audience to our broad keywords campaign 18
- 20. 3 things ways we can reach new people on search 1. New geos 2. New segments 3. Competitors 20
- 21. 3 things ways we can reach new people on search 1. New geos 2. New segments 3. Competitors 21
- 22. Expand to new Geos 22
- 23. How different are our different users? 23 ● Does Andre use the same search terms as Isabella? ● Does Valentina spend as much money as Isabella?
- 24. Do we need a new account for each geo? Pros ● Easier reporting ● Easier budget allocation ● Keyword level opti is specific to the geo ● Targets can be easily adjusted for the value of the geo 24 Cons ● More complexity ● Data more widely distributed ● Takes more time to transfer learning between accounts (e.g. negative keywords)
- 25. 3 things ways we can reach new people on search 1. New geos 2. New segments 3. Competitors 25
- 26. Segments Product / Service ● hotel 26 Customer ● Business traveler ● Groups of millennials ● Bachelor parties ● Events in Town (eg Concerts) ● ...
- 27. Expand based on Search Term Analysis Product / Service ● Hotel 27 Customer ● Business travel ● Groups of millennials ● Families “best hotel for families” “Hotel room with cot”
- 28. Expand based on external research Product / Service ● Hotel ● Wedding venue 28 Customer ● Business travel ● Groups of millennials ● families
- 29. 3 things ways we can reach new people on search 1. New geos 2. New segments 3. Competitors 29
- 30. Competitors 30 Denise searches for: “Hilton Milan” Denise wants a hotel We have a hotel
- 31. 31
- 33. Competitors Troubleshooting 33 Dennis searches for: “Alternatives to the Hilton Milan” Dennis wants a hotel that is not the Hilton We have a hotel and we are not the Hilton
- 34. How to Scale PPC Campaigns Gianluca Binelli, Booster Box