Do These 3 Things to OPTIMISE Your Google Ads Video & Display Campaigns [Google Ads Tutorial 2023]

Welcome back to my 10 part teaching series called Get Google Ready in 2023. And as you know, in this series, I'm not only taking you through how to correctly set up each and every type of campaign you'll need in Google Ads, but I'm also taking you through the correct process in how to optimize each of these campaigns. And in this video, I'm going to be taking you through the optimization process that you need to carry out for your display and your video campaigns. Now, the reason for why I've grouped display and video campaigns together is because when it comes to optimizing these type of campaigns, they both use the same three core principles. And that is the firstly that you need to review your content or your ads. So that would be your image ads or your video ads. You then need to be reviewing your content placements. So for display campaigns, that's all about the different types of websites and apps that your ads are showing in. Whereas for video ads we're talking about the different channels where, where your ads are positioned and placed. And then finally, the third call action is that you want to be going through and optimizing your audiences. So right now let me go through and show you how you complete these three core optimization actions for both your display campaigns and your video campaigns in Google Ads. Let's go. So what we first want to start with, let's go through and start with our display campaigns. So let's go into display campaigns and then from there you want to choose the display campaign that you want to be optimizing. So, so we're gonna choose this one in here. Now I've broken this down into two different ad groups, which is my affinity targeting and also my similar audiences. And for this one, I wanna go through and optimize this ad group here. So remember those core three steps, we're looking at optimizing our ads, our content placements, and then our audiences. So for display campaigns, when it comes to the ads, I'm gonna go through and extend this date range and I'm just gonna show all of the ads through here. And then what we can do through here is that I can go through and filter this down by conversions and this is then which ads are being more successful in terms of conversions. So what I can then do from here is that through this is that I can then go back and give feedback to this client or if it's your own business, look at creating new ads which are using the images and also the headlines and the descriptions which have the highest level of Conversions. So you can see from this campaign is that we can see this red line is our conversions. We know that the ad copy and the messaging that we had in this period was a lot more successful than what we've had recently. So we need to go back and look at the ads that was happening in this period and then recreate those ads and those offers and the type of images so that we can start to see these conversions come through again. And then the second part, you want to be going into content, and then from content you want to go down to this section called where your ads are showing. And what we're doing here is that we're going through and reviewing all of the individual websites and apps that have shown our ads. So what I like to do is I like to filter this down by cost. And what we're looking at here is that you can actually see that the websites that had the two highest levels of cost have actually generated no conversions at all. So what we do is we just select these and then we can go through and choose to exclude them from the campaign. So what this process is all about is that this process is all about you going through. And what you want to do is you want to remove the websites which are taking spend but are not getting any results so that you can find focus more and more of your spending on these apps and these different websites which are generating conversions. So that's what we mean by optimizing your content placements, where you are removing those websites and apps which are not performing so that you've got more budget for your better performing website and app placements. And then that final step is that you want to go into your audience and from here with the audience segments. This is a similar process to what we do in a search campaign is that we're going through once again reviewing it down by cost and making sure that where we're spending the most amount of money, that we are also getting conversions. And we can follow that same process if we can go through and exclude any of those elements. So we wouldn't exclude this one, but if we do get one where we're seeing a high cost with no conversions, this one in here, we can go through and remove that so that we're not showing our ads to that audience anymore. And in a display campaign, you can also break this down by age, gender, household income, and parental status. And what we're looking at doing in here is that we're just breaking down, once again, looking to see are there any age groups or income brackets that we should be excluding from this campaign because there's a high cost with no conversions. So that's how you complete the three steps in your display campaigns. So I've showed you how you go through and review your ads. So you do that in ad and assets. Remembering that we wanted to look at a longer term range of data pulling out the best type of headlines and descriptions and images that are generating those conversions. We then go into our content and our where ads are shown. And in this section we're looking at excluding any websites or apps that are spending money with no results. And we're doing the same in our audiences. And now we want to go over to our video campaigns and when we're in our video campaign to review our ads, we want to actually go into this video section, not the ad section. And the reason for that is because we know that videos are the core aspect of what makes a successful ad for our video campaigns. And what we want to look at here is we want to go through and click on this ad. And the main thing that you want to be looking at is that you want to be looking at your audience retention. So what you can actually see from here is that we know for this first five seconds that people can't click out. So there's going to be a high retention. But what the goal is is that we want to make sure that by the end of the ad that we've still got at least 30% of people who are watching. And then from there we can go to this little arrow up here and we can look at the other types of ads. So we can see with this ad, by the end of the ad they only had 24% retention. And let's go through and click another one. This one was again above the 34%. So that was a good performing one. But when we come down to this one, we can see this was at 26 and this one was at 24%. So the great thing about this feature is what we can actually do is that we can review this bar when people are dropping out and look at it in the context of what is happening in the ad in terms of our imagery, the music, the messaging. And what we're always looking at doing is refining our ads so that we can increase that retention rate. So for your video campaigns, that's how you go through and review your ad content. And then for your placements, you want to go into content where ads are shown. And this one is now giving us the huge YouTube channels where we have seen our ads showing and Once again, it's the same process I like to review this down by cost and if we're seeing any channels where we're seeing a high cost with no conversions, we can just select them and go through and exclude them. Once again, the process that we're wanting to do here is we're wanting to remove any channels or placements where we're seeing a high spend with no conversions so that we can focus more budget on those channels which where we're getting conversions. And then finally we go into our audiences and following the same process again where we're reviewing it by cost and looking at removing any audiences which are not performing and doing it by the demographics again in age, gender, household income and parental status. So that's the process that you need to follow so that you can complete those three core optimization actions for both your display and your video campaigns. Now, I do want to stress that in order to get the best out of those optimization actions, you need to firstly, make sure that you've actually set up your display and your video campaigns in the right way. And to make sure that you've done that, I'm going to do two things. Firstly, if you follow that link in the description below, you can download a copy of my video campaign setup guide and also my Display Campaign setup guide. And those two guides will take you through the exact process of how to set up your display campaigns and your video campaigns using the same structures that I use for small and large accounts that are seeing great success in display and video campaigns right now. And then if you want to watch those corresponding videos, all you need to do is you need to go through and watch this playlist right here. Once again, thank you for joining me. My name is Aaron young. I'm your 15,000 hour Google Ads Master and I look forward to seeing you soon. Bye.