Igor Ivitskiy covers three overlooked Google Ads settings: account-level negative keywords to filter Performance Max campaigns, IP exclusions to block click fraud, and turning off Auto-Apply Recommendations so Google doesn't change your budgets without permission. He also explains conversion-based Customer Match lists, which build audiences from people who converted, not just site visitors.
Google Ads account settings. I bet you almost never visited this tab in your Google Ads account, but I will share with you today 3 most important settings in this menu. Also, at the end of this video, I will give you one tip, one life hack that I've never heard on the internet, on YouTube videos, never. It's really hidden gem for you, how to increase effectiveness of your ads. So looking forward to share it with you. Let's start.
Igor Levitsky, Dr. Eds, 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.
You can find General Account Settings in the menu Admin, Accounts, Settings. There are a lot of videos on YouTube with the strategies, with the campaign settings, and so on and so on and so on. But almost no videos about the most important part of Google Ads. Account settings that affect all your campaigns, all your ads, all your budgets, all your money. In this menu, Google collected all data about your account. And I will create separate videos for each of these settings because some of them quite important. But let's discuss first 3, the most important. First one is account-level negative keywords. I'm sure you know that you can exclude some search terms for the search campaigns using negative keywords. But if we speak about Performance Max campaigns, there is a big problem. You cannot exclude any keywords. That's why Performance Max can show your ads to absolutely irrelevant search terms. Like for example, if you are selling lawyer services, Google Ads Performance Max can show your ads for somebody who is looking for, let's say, free lawyer services or something like this. And you cannot exclude it through the web interface of Performance Max campaign. But you can add these negative keywords at the account level. And in this case, these particular keywords will be excluded from a variety of your campaigns, from search campaign, from shopping campaign, from Performance Max campaign. So if you have some list of like general negative keywords, feel free to add them to account-level negative keywords and increase efficiency of your Performance Max. 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 too. Click the link in the description and make your ads more effective. Next quite important option is IP exclusions. If you ever suffered from click fraud or some bot activity, you can find on your server logs, on logs of your website, the IP addresses that quite often visited your website from ads. In this option, you can exclude all of these IP addresses. Moreover, if you have a lot of employees in your company, it's quite common for employees when they want to find a company website, they just Google the name of the company and just press the first link that they can see. And if you have a brand campaign, the first link will be your ads. So your employees waste your advertising budget. To avoid this situation, you can add IP addresses of your office or offices or branches into this IP exclusion section, and your employees will see only organic results, but not your ads. Next quite important option is Auto Apply of Recommendations. I will create a separate video because it's quite important topic. But in this video, I want to show you what exactly Google can manage in your account without your permission. If you have turned on Auto Apply, Google can change your budget, change your keywords, change your Bids, update settings of your campaigns, change match of your keywords, and even add new keywords, change targeting of your campaigns, and so on and so on and so on. I recommend you to turn off all of these auto applies. And the last secret option that I want to share with you, in the option Customer Match, you can turn on Conversion-based customer list. What is this? I'm sure you know about customer list audiences inside Google Ads. You can add emails or other personal data of your customers, and Google will create audience based on this data. But Google can create this type of audience, customer list, based on conversions on your website. What's the point? You will ask. I can create just standard audience of, uh, users who interacted with some page or tag. And the point is, when you create standard audience, in this audience you add only separate devices of users. But in customer list, Google adds a users as a whole with the different devices that each particular user can use. So for example, if you have 1,000 users in standard audience, it means that you have 1,000 devices or browser fingerprints or cookies in this audience. So 1,000 unique devices. But with customer list, 1,000 users in this customer list means that you have 1,000 unique users. Each of them can have on several devices: laptop, desktop, TV, mobile phone, and so on. So the value of customer list is much more higher than the value from standard audience. Just turn this option on and you will see in your Audience Manager new audience, new customer list based on conversion data. If you want to dive deeply into Google Ads, first of all, of course, subscribe to my channel. See you!
