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Surfside PPC Podcast Episode 2 - What Campaign Types Should I Run? — Transcript

by Surfside PPC · 2,702 words · 399 segments · language en · Watch on YouTube

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0:00What's up everyone? Welcome to episode
0:01two of the Surfside PPC podcast. If you
0:04want to ask your questions, join either
0:06my school community, join my YouTube
0:08membership, or join my Patreon. Either
0:10one will get you access to premium
0:12content, and you can ask your questions,
0:13and I will answer them on the podcast.
0:15So, let's get right into it. What we're
0:16going to be doing o going over today is
0:18going to be just campaign types. What
0:21campaign types we should be running,
0:22strategy, how we should be thinking
0:24about different types of campaigns. So,
0:26I'm going to go from basically campaigns
0:27that I think are the most important to
0:29least important. Probably won't mention
0:30everything. Not going to talk about
0:31display campaigns because I don't really
0:33run display campaigns. So, certain
0:36things I probably won't talk about. That
0:37probably means maybe stay away from it.
0:39So, getting started with it, the very
0:41first campaign I believe every single
0:44business should try to run is search.
0:46Now, it doesn't mean search is always
0:47going to be your best performing
0:49campaign, but I do think a good
0:51performing search campaign is kind of
0:52the basis of what most businesses really
0:55want if you're looking for consistent
0:57leads from paid advertising. So, to me,
1:00a search campaign is kind of where I
1:02always start. So, I look at creating a
1:05search campaign that is either going to
1:06drive me leads in the case of lead
1:08generation or purchases, potentially
1:11doing things like begin checkout, you
1:14know, some of those pre purchase
1:15conversions depending on how much volume
1:18you're getting. Now, if you're getting
1:19plenty of purchase volume from a search
1:20campaign and in your account, you don't
1:22need to optimize for the other
1:23conversion actions. But if you're kind
1:25of in that, okay, we're getting some
1:28purchase conversions here and there from
1:29search, then it might make sense to add
1:32in a little bit more conversion data so
1:34you're able to optimize a little bit
1:36more for like the complete funnel. So my
1:38thought with lead generation and search
1:40is I always think you should have a lead
1:42generation search campaign aggressively
1:46bidding on the best keywords for your
1:49business. So what that means is if you
1:52are a a roofer that is serving the you
1:56know pick any market in America a roofer
1:58that is serving Dallas for example.
2:00Basically I think the most important
2:01thing to start with is making sure that
2:03you are targeting keywords like roof
2:06installation Dallas roof replacement
2:09Dallas roof installation near me
2:11targeting your local market. So
2:12targeting keywords like that, I think
2:15getting the most you can out of those
2:16keywords because that ultimately is
2:18going to be where the best searchers
2:21are. It's worth paying for that traffic.
2:23And you might say, I'm not paying, you
2:25know, $50 per click. But for a roofing
2:27job, I mean, the average roofing job is
2:29thousands and thousands of dollars that
2:31yet there are companies that are willing
2:32to pay 50,60, $70 a click, sometimes
2:35higher, because if they can get a lead
2:37for every three or four clicks or every
2:39five or six clicks, then there's a a
2:41pretty good chance that they're going to
2:42be making a whole lot of money because
2:44they're going to have a good lead flow
2:45coming in, plenty of jobs for for the
2:47roofing company. So, to me, that's kind
2:49of always my starting point. search
2:51campaign targeting really the main high
2:53search intent keywords for the services
2:55that you're providing. Now, sometimes
2:57people ask when do you separate
2:58campaigns? So, I use roofing as an
3:00example because you could potentially
3:02say, "Hey, we're going to create roofing
3:05installation, roofing replacement
3:07campaign." Now, roofing installations
3:08and replacements are much more expensive
3:11for the most part than a roofing repair.
3:13So, a roofing repair may just be a a
3:16couple of shingles that need to be
3:17replaced and fixing a leak. And not that
3:19it's a easy job or something, but the
3:22upside for that job isn't the same as
3:24installation replacement. It's the same
3:25with, you know, hardwood floor repair
3:27compared to installation refinishing. So
3:29ultimately, what you're trying to do is
3:31say, what does it make the most sense to
3:33bid aggressively on for roofers,
3:35installation replacements, I think you
3:37would want to create a campaign, put
3:39most of your budget behind it. A repairs
3:41campaign could be something where you
3:42say, "Hey, we're putting a secondary
3:43budget behind this." Basically, we want
3:45to target keywords like roofing repairs
3:48near me, you know, maybe roofing company
3:50near me, certain keywords like roofers
3:52near me where the the search intent
3:54isn't clear. You know, it could be
3:56potentially, you know, somebody roofers
3:57near me may be looking for an
3:59installation job. But ultimately, what
4:00you want to do is say we want to put our
4:02our aggressive bids on those keywords in
4:05that search campaign. And then we want
4:07to have a secondary search campaign
4:08targeting these other services. I've
4:10done the same thing before with a
4:11company that did water damage
4:13restoration. You know, different
4:14restoration services, very expensive
4:16clicks. Mold remediation, not as
4:18expensive as restoration. So, it's
4:20instead of kind of mixing in a service
4:23that's less expensive with less upside,
4:26then that's when you want to kind of
4:27start separating out some of those
4:28services into their own campaigns. And
4:30for e-commerce, it's the same thing. If
4:31you have different categories of
4:33products, then creating separate search
4:34campaigns can be a good strategy
4:36depending on, you know, what the return
4:37is for those products. So ultimately
4:39that's how I look at creating the my
4:41initial search campaigns. Now one of the
4:43new things is AI Max for search
4:45campaigns to be honest. I'm not a huge
4:47AI max. So far I haven't used it that
4:51much. I'm assuming I will use it a lot
4:52in the future just in beta right now.
4:54It's I haven't seen the greatest results
4:56with it. A couple of clients that I'm
4:58using it with just because they are
4:59interested in testing it and and seeing
5:01how it performs. But one of the things
5:03that I do in addition to these
5:04campaigns, this is now this is not your
5:06first campaign you want to create is
5:07almost like a top offunnel campaign. The
5:09goal of this campaign is let's get
5:11clicks in that are going to be much
5:12cheaper that are the search intent is
5:15not close to, you know, this person is
5:17actively looking for somebody to do the
5:19job for them. But things like, you know,
5:20roofing replacement cost, roofing
5:23replacement, you know, companies, you
5:24know, things where maybe companies isn't
5:26the best example, but you know, these
5:28top offunnel keywords where, you know,
5:30how much does a roof leak repair cost?
5:32Those types of keywords where you're
5:34trying to target things where people are
5:36searching for the initial stages of like
5:39what can I expect for this specific
5:41service if I need it basically. So top
5:44ofunnel campaign that is where I think
5:46AI max could also make a little more
5:47sense. Now, you always need to keep in
5:49mind if you have multiple search
5:50campaigns, you need to bid separately
5:53depending on what you're actually
5:55targeting. So, if you want really
5:56aggressive bids, sometimes you need to
5:59set your bidding as maximize conversions
6:00and just let it run. The other way to do
6:02it is setting target CPAs higher. So,
6:04saying, "Okay, I'm willing to pay, you
6:06know, $300 for a roofing replacement and
6:09installation lead. I'm willing to pay
6:11$150 for a roofing repair lead. I'm
6:13willing to pay $75, you know, for a roof
6:16installation cost lead." So you can kind
6:18of adjust your target CPA budgets. You
6:20could also use portfolio bidding
6:21strategies and kind of keep everything
6:23on the same bidding strategy. Probably
6:24wouldn't make sense for what I just
6:26talked about, but ultimately when you're
6:27when I'm talking about campaigns for
6:29search, that's kind of how I'm thinking
6:30of it. I want a high search intent
6:32campaign for my best services that we're
6:35targeting. And for some companies, you
6:37know, they have really one service that
6:38they're providing. It might be one, you
6:40know, I've worked with with a company
6:42that really they're like, "We want to
6:44advertise for, you know, plumbing
6:46repairs." It's like, "That's all we want
6:48to advertise for is plumbing repairs."
6:49Like, "Well, we do leak repairs." Like,
6:51"We want people that are searching
6:52plumbing repairs." Like, so it's
6:54sometimes you get things where we're
6:56just doing something very specific. And
6:58you know, when when that's the case,
6:59it's like towing, you know, towing near
7:02me, towing and flat tire. Like, there's
7:03not a ton of things to target with the
7:05ways people are searching for that. So
7:07that's kind of the way I look at it.
7:08Ultimately, search campaigns, I think
7:10that's where you want to put the
7:11majority of your budget most of the
7:12time. Now, the next campaign type is
7:15performance max. When you say
7:16performance max, you either get, you
7:18know, people have have mixed opinions on
7:20it. Performance max is a great campaign
7:22for ears. So, it's really built for
7:24e-commerce for, you know, Google
7:26shopping, connecting your merchant
7:27center to it. And what I'm finding with
7:29performance max more and more is there
7:32are performance max works really well
7:34for local. It works really well for
7:37e-commerce and for lead generation. It
7:40does require management. Like you do
7:43have to manage the campaign and figure
7:44out ways to make it work. It's not a
7:47perfect campaign. It might drive you
7:49some lowquality conversions, lowquality
7:51phone calls, but I'll tell you over the
7:53last 6 months, I've been running more of
7:56them for lead generation because now you
7:58can actually see the search terms that
7:59are driving, you know, what it's
8:01actually going after. you get a little
8:02bit more of the audience targeting that
8:04you know for longer sales cycles like
8:07for a you know plumbing leak repair it
8:09might or water damage restoration it
8:11might be we need something immediate
8:12we're you know we don't need an
8:14awareness ad running we need to spend
8:16all of our money on direct response it's
8:18like that's fine performance max does
8:20still go after that so to me performance
8:23max if you're kind of skeptical on it
8:25and you're like no then don't run it but
8:28I have found good results with it and if
8:30you are a local store, you know, you
8:32definitely want to run a local store
8:34visits objective performance max
8:37campaign. If you are an e-commerce
8:38website, you definitely want to run a
8:40sales e-commerce campaign. So, those are
8:43the ones or or sales purchase, you know,
8:45those types of campaigns. Sales
8:47performance max, leads performance max
8:49is just one of those you do need to
8:51watch it. You do need to manage lead
8:52quality and you need to understand that
8:54it's going to drive you some lowquality
8:56leads at times, but it does go after
8:58really good audiences. And to me, the
9:00top offunnel search campaign that I
9:02mentioned that incorporates, you know,
9:04maybe potentially AIAX, maybe using some
9:07broad match keywords in that, didn't
9:09really talk about keyword targeting as
9:10much, you know, specifically match types
9:12in this episode, but that that's kind of
9:14a whole another conversation that that
9:16we'll have, but basically, it's it's one
9:18of those things that with Performance
9:19Max, I get not wanting to spend a ton of
9:22budget behind it if it's not looking
9:23like the leads that come through it are
9:26good. But I do think there are positives
9:28to running it. And I think ultimately
9:30you're going to be reaching, you know,
9:31even if you're like a we do garage door
9:34repair, right? You know, you're going to
9:35be reaching your local market. So, just
9:37having that, hey, we're we're reaching
9:39homeowners in our local market. You
9:41know, when they do drive into their
9:43their garage door by accident, maybe
9:45you're top of mind. Uh maybe they saw
9:47your ad. Maybe they saw one of your
9:48trucks in the neighborhood. Maybe, you
9:50know, a neighbor said something once
9:51like, "Oh, yeah, I saw that ad, too."
9:53You know, that it's kind of the thing I
9:54think about it. it ultimately you don't
9:56want to run Google ads based on like
9:58vibe marketing that way but with
10:00performance max I feel confident enough
10:01in the audiences that it's actually
10:03going after that it I do think it does a
10:06good job of reaching more of those top
10:08offunnel keywords you know what happens
10:09if my son drove into the garage door you
10:12know maybe your ad shows for that
10:14because you're running performance max
10:15you know when your search campaigns
10:17wouldn't otherwise be targeting it maybe
10:19get a cheap click somebody comes to your
10:20website and they convert you know it's
10:22one of those things that uh that's kind
10:23of what I look at with performance backs
10:25of lead generation. Now, the only other
10:27real campaign that I've been running is
10:29demand genen. So, I don't run as much
10:31just YouTube standard video view
10:33campaigns. I don't really run display
10:35campaigns. Smart campaigns I never
10:37really ran. So, really, it's a lot of
10:38search and performance max if we're
10:40talking about campaign types. The last
10:42one would be demand genen. Demand genen
10:44is video. So, the whole point of demand
10:45genen is you're running your video on
10:48YouTube across the display network
10:50potentially. I personally prefer to run
10:52more on YouTube than the display
10:54network. And with demand genen, I find
10:56the usefulness of it is if you do have a
10:58video marketing or video creation
11:01strategy, running video ads can be
11:03useful even with a small budget because
11:05you're building up a YouTube audience.
11:08So the main thing that I focus on with
11:10demand genen is I am if I'm using more
11:13audience targeting through performance
11:15max and you know especially for like a
11:18e-commerce website or something where
11:20the sales cycles might be a little bit
11:22longer maybe B2B a little bit more
11:24because video can be a great way to
11:25actually promote your business. So with
11:28certain things I do use demand genen. I
11:30would say I don't use it that often.
11:32There are different formats and
11:34different strategies behind demand
11:36genen. I would say if you are using it,
11:38I use it the most right now to target TV
11:40screens. I use it to target like in feed
11:42ads and like the watch next and you know
11:45some of the other feeds rather than
11:47things that are just like pre-roll ads.
11:49And then you know for me I'd rather run
11:51different demand genen campaigns
11:52targeting different inventory at low
11:54budgets. But if you're, you know, if
11:56you're running a $3,000 monthly budget
11:58for lead generation, you're much better
12:00off running mainly search and then if
12:03you want to run a separate performance
12:04max or maybe split it between both, see
12:06what happens the first month, the first
12:08couple months. It's really the best way
12:09to see, you know, what's actually going
12:11to come in. I've had a lot of success
12:13with performance max recently. Getting
12:15more store visits, getting a lot of
12:16phone calls, phone calls going through
12:18the business profile, a lot of Google
12:20Maps inventory. So, search performance
12:22max is kind of my main thing that I've
12:25been setting up in accounts, new
12:27accounts. Search is always where I
12:28start. That is like my main priority.
12:30Say, you know, budget-wise for for
12:32e-commerce, you put your budget behind
12:34what what drives purchases, which is
12:36generally going to be performance backs
12:37and shopping. And then, you know, search
12:39is kind of your your third there. But
12:41ultimately, you know, putting budget
12:43where it's going to work. Search is
12:45probably 80 and performance backs is
12:47probably 20 on the lead generation side.
12:48So, if you have any questions about
12:50this, just let me know. Thank you for
12:51listening and this is our podcast
12:53episode number two.

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