In this instructional video Igor Ivitskiy, a veteran Google Ads strategist, walks viewers through the three most critical settings that prevent wasted spend in Demand Gen campaigns, followed by several bonus safeguards. He first advises disabling the Google Display Network because Google profits most from that inventory. Next, he recommends using the "Let Me Choose" option for channel targeting and launching exclusively with YouTube In‑stream ads before expanding to Discovery or Shorts. He then stresses adding both vertical and horizontal video assets and turning off Google’s automatic cropping and shortening features. As bonus tactics, he shows how to exclude sensitive content, set up data exclusions to purge bot‑generated or erroneous conversion spikes, turn off auto‑apply recommendation automation, and manage call‑reporting forwarding numbers to avoid misdirected calls. Throughout, Igor frames each step as a protection against algorithmic over‑optimization that can inflate costs, drawing on his experience managing over $700 million in ad spend and his status as a Google partner and recognized PPC expert.
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Hi guys, in this video I'm going to show you 3 of the most important elements, 3 of the most important secrets in Demand Gen campaigns. After Google discontinued support of Video Action Campaigns and offered for us Demand Gen campaigns, a lot of advertisers were struggling with setting, with launching demand gen campaigns because they just wasting your money without any results. I've played with demand gen campaigns a lot, and in this video I want to show you 3 the most important things that will help you to avoid wasting money with your advertising. Also, in the end of this video, I will give you one bonus thing, one bonus secret that will help you to show your ads more efficiently. So let's go. First secret: when you set up new Demand Gen campaign, always at the bottom of settings menu, you have to uncheck checkbox "Enable Google Display Network." Google Display Network is the best invention for Google because Google have the highest marginality from Google Display Network. That's why Google trying and forcing and pushing advertisers to show as many advertising as they in the Google Display Network because Google has the most money from this network out of all display advertising. So always uncheck Google Display Network. Second secret: when you set up ad group inside Demand Gen campaign, always instead of All Google Channels, always choose Let Me Choose. And when you start your ads, always start with YouTube Instream. Uncheck all the rest options. When you will have solid results with YouTube in-stream, you can try also separately Discovery and separately YouTube Shorts. But I recommend to start always with YouTube in-stream. Third secret, third option: always add into your ads two variants of your video—vertical and Horizontal. And always uncheck two options that allow Google to cut your video. So first option, Google can get vertical and square versions of your video. So cut your video. And second one, Google can shorter your video, cutting out some elements from this video. So always uncheck this button. So these three recommendations will help you to avoid wasting of your or your client's money. And the fourth bonus option, if you will go to Tools, Content Suitability, you will find Excluded Sensitive Content. By default, all of these options are unchecked. You have to check them in order to prevent showing your ads under tragedy, sensational, and shocking, and everything of this. If you work in some, let's say, sensitive areas, sensitive niches, sometimes These options can give you actually good results. But if you work with white hat, usual conventional business, I would recommend always exclude this sensitive content in order to increase efficiency of your ads and decrease cost per acquisition. Data exclusions inside Google Ads. Why you need to exclude some data from Google Ads? Let's imagine the situation. Your programmer or your webmaster doing some renovation on your website. And during this renovation, he plays with scripts, he plays with Google Tag Manager. And after this, when he did some mistake, some error with data, you see inside your Google Ads a thousand of conversions from nowhere. And this thousand of conversions completely pollute your data because let's say you previously had 10 conversions per day. Now you have this spike with 1,000 conversions and then again 10 conversions per day. So if you will check like a monthly or annual report in Google Ads, this 1,000 conversions will affect all of your data. It will artificially decrease your cost per action. It will artificially increase your conversion rate. So it will pollute your data. Or let's say you had some attack of bots, of spam, of fake leads. And usually you had like 10-20 leads per day, but yesterday you received 500 bots, 500 forms filled by nonexistent customers. And Google Ads thinks that Google Ads brought you 500 conversions. And again, it will pollute your data. It will pollute the algorithm data because Algorithm will think that, "Whoa, really good source of conversion. I brought to this user 500 conversions. This user did nothing. So it means that I can find another conversions like this from another fake leads, from another bots, from another click fraud traffic." If you had this situation, you can go to the Tools, Adjustments, Exclusions, and create new data exclusions. You need to give a name to this exclusion, let's say "Bot Attack." You need to indicate start date and time when you first observed it. Better, like an hour before first lead or first fake conversions. And end time, an hour after last fake lead or last fake conversion was indicated in your Google Ads. Now you can choose, uh, is it affects all campaigns or some particular campaigns? Let's say only like one search campaign. Usually I don't use the changes for devices. Usually I exclude all data and you press save. After this, Google will extract this particular data about conversions from start time to end time. And when next time you will check your data for the previous period, the data will be not polluted by the fake conversions, fake leads, or wrong, uh, mistaken conversions. But more important, Google also excludes this data from the algorithm, so it will no more optimize your ads by the wrong data. I'm taking 32 seconds to share something important with you so you can stop wasting your ad budget. I've managed over $700 million in Google Ads. So all my insights are tested and proven. I regularly talk to senior leaders at Google, and I'm an official Google partner. My students, entrepreneurs all over the world, have already optimized their ad campaigns, cut costs, and boosted sales using my methods. These strategies work for any budget, whether it's $500 or $5 million. I invite you to use these proven methods Click the link in the description and make your ads more effective. How to manage auto-apply recommendations and why it's necessary to turn them off.
Igor Ivitskiy, Dr. Ads, PhD. The Young Scientist of the Year in Ukraine. Since 2006, he has been applying mathematics to optimize Google Ads. Named Europe's Best PPC Speaker by Ads World Experience. One of the leading Google Ads experts in the world. A professional educator, over 4,000 entrepreneurs have increased their sales after taking his courses. A practicing expert, Igor's clients generate $50 million in profit from Google Ads each month.
So first of all, let's find where you can set up the auto-apply of recommendation. You can go to Admin, Account Settings, Auto-Apply, and press to go to Auto-Apply Settings. Or you can go to Campaigns, Recommendations, and choose Auto-Apply. If you will open these two tabs, Maintain Your Ads and Grow Your Business, you will find a lot of interesting things inside this. By default, all of these checkboxes are turned on. And Google can change your targeting, change your rotation, change your ads. Just imagine that you serve VIP clients. For example, you sell some incredible expensive cheap things. And in your ads, you intentionally mention that it's only for VIP, it's high price offer, and so on. But Google will decide that your ads will have higher CTR if Google will change your search ad with tags like a cheap thing, cheap products, big sales, and so on. And a lot of users who are looking for something cheap will go to your website and will ask questions. Why is this— why it is so expensive? But your actual targeting audience will just ignore your ads because they are not interested in something cheap. So I'm sure you don't want to give Google ability to change your ads. So turn it off, all of these settings, all of these checkboxes. As you can see, Google can turn on optimized targeting. Google can add New keywords. Let's say you waste not enough money on Google Ads and Google can add new keywords and help you to waste more without, of course, any value for you. Just add new keywords that Google can show your ads and charge you more. By default, Google can add broad match keywords, use display expansion, even change your bids. For example, change your target CPA. Google will decide that you spend not so many as Google wish for Google Ads and will just increase your target CPA. To avoid all of this situation, to avoid wasting of your money, just go to this setting Auto-apply and turn all of them off. After this, you can be sure that only you manage your Google Ads settings. Call reporting and its hidden threat. Just imagine the situation. You are using the call asset in your Google Ads or you are using call-only ads. So user can just click on your ads or on asset on your ads and call you. You launched your Google Ads, it works quite good, users call you, ask questions, pay you money in the end. But if user will save this number and try to call you again, let's say in a month, he will call to absolutely other business. Why? Because if call reporting is turned on on your account, Google, instead of your numbers, substitute into the ads Google own redirected numbers. And when somebody calls to this number, Google redirects it to you or to another advertiser in the future. So let's see where you can change or choose the option for you. In the Admin Account Settings menu, you can find Call Reporting. If you will read the Google Ads Help, you can see that Call Reporting, which runs on Google forwarding numbers, and you can also see nice explanation how this forwarding works. Customers get routed through a Google forwarding number, which allows you to gather this data about the call. So it works like a free call tracking. But in case of another call tracking tools, you can buy separate pool of phone numbers and work only with these phone numbers. So in case if user will decide to call you again in a month with a separate call tracking tool, this user will still call to you. But in case of Google forwarding numbers, nobody knows who will answer the call. If you want to turn off this feature, if you want to your users call directly to you without any substitutes, without any forwarding numbers, just turn on this option and press Save. In case if you will decide to enrich your data with the information about call duration, about number of calls, and so on, you can turn on this option and even choose to save calls for 30 days, and if you have third-party provider for call analytics, you can send this data to the third-party provider. But in this case, you should be aware if user will save this number and will try to call you even tomorrow. It's high probability that the user will call to absolutely another business. If you want to know more about Google Ads, I highly recommend you to watch this video, and of course subscribe to my channel. See you again!
