DTC Podcast
Ep 427: How to Structure Your Google Ads Campaigns (and Long Live the Cookie!) | AKNF
Aug 2, 2024
Dougie, the Google Lead from Pilothouse, shares expert strategies for optimizing Google Ads campaigns. He emphasizes a tiered approach to keyword targeting, starting with specific terms and expanding from there. Dougie explains the significance of quality scores and how relevance in ad copy and landing pages can boost performance. He also shares tips on using negative keywords effectively to funnel traffic and discusses the challenges of adapting to a cookie-less environment. This insightful conversation is packed with practical tips for marketers!
18:48
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Quick takeaways
- Implement a tiered campaign approach, starting with specific product keywords and gradually expanding to enhance targeting effectiveness.
- Focus on quality score optimization by ensuring relevancy in ad copy and landing pages, crucial for improving overall campaign performance.
Deep dives
Understanding Quality Scores
Quality scores are essential for determining how relevant a search campaign is to Google. They are calculated based on ad copy relevance, expected click-through rates (CTR), and the landing page experience. Even with a highly relevant site, slow loading times can negatively impact quality scores, affecting overall campaign performance. It's crucial to optimize all elements—from the keywords chosen to the landing page quality—to ensure a high quality score and effective targeting.
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