Since entering the world of digital marketing, I have been involved in numerous projects, ranging from tracking and media buying to onboarding and project management. Each role required efficiency and minimal time consumption, prompting me to learn various tools of the trade that simplify Google Ads advertising for media buyers. 🚀
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Let’s deep dive…
Step one: Account setup 🛠️
Before diving into media buying, ensure the following essentials are in place:
Billing is set 💳
Conversion tracking is configured 📊
The YouTube channel is connected 🎥
GA4 is set up and connected to Google Ads 🔗
Funnel is ready and double-checked 🛒
A backend tracking system is in place 🖥️
UTM parameters are defined 📝
GMC is set up and connected 🏬
Note on tracking: Maintain a single account goal and primary action. Through testing, I’ve found that optimizing around the main goal yields better results compared to multiple conversions. Additionally, map your customer journey in conversion tracking (e.g., Landing Page View, Add to Cart, Begin Checkout) to monitor drop-offs and identify issues, saving money and improving performance. 🛠️
For more accurate insights, use a backend tracking system, as multiple advertising channels often overreport conversions. Your bank account will ultimately show your true performance—whether you’re doing well or not. 💰
Recommendation on tracking platforms: Platforms like Hyros, RedTrack, and Everflow are all effective. For in-depth backend data, consider developing a custom system.
Tip: Keep the conversion goal setup at the account level to streamline campaign creation and avoid repetitive tasks. ✅
UTM parameters: Ensure you understand the UTM tracking hierarchy in Google Ads to benefit both CRM and tracking platforms. 📈
Step two: Launching campaigns 🚀
Once technically prepared, move to campaign launching. Key considerations include:
Type of offer (One-time purchase or not) 🛍️
Target audience 🎯
Budget 💸
Campaign type 🗂️
Performance goals 🎯
Notes on targeting: Understand whether your offer is broad or niche to determine your target audience. For example, target ages 65+ for elderly supplements or homeowners for homesteading courses. Also, use exclusion lists wisely for one-time purchases or recent purchasers to optimize ad space. 🧠
Tip: Be mindful of policy violations, as they can restrict your ad spend. 🚫
Budget and performance evaluation 💵
Google recommends evaluating performance over 4-6 weeks with 10x your target CPA. However, a practical approach might involve spending at least 1.5x your target CPA before making judgments. Adjust based on comfort and budget to prevent unnecessary loss. 📉
Campaign type: Start with search and shopping campaigns for stability and profitability. For growth and scale, video campaigns are powerful but budget-intensive. 🎥
Tip: Monitor video campaign impact on search (brand) performance to assess incrementality. 👀
Step three: Speed up ⏩
Efficiency is crucial, especially when managing multiple accounts. Two essential tools are:
Looker Studio:
Set up to filter account data quickly⚡
Analyze performance across various dimensions with a click 📊
Replicate setups for different accounts easily 📑
Tip: Looker Studio can significantly enhance analysis speed and future planning. 🧠
Google Ads Editor:
Improves quality of life with fast, safe edits ✨
Functions like Excel for data handling 📋
Allows safe background editing before posting changes 📝
Tip: Easy to learn, free, fast, and a must-have for efficient campaign management. ✅
Want to brainstorm with our team on new ways to scale your business with YouTube Ads (and other performance video platforms)?
Join us for a free YouTube ad brainstorming session👇
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Dejan Bovan, Senior Media Buyer
Having started out at Inceptly as a tracking whizz and a certified GTM, GDS, and Segment expert, Dejan then transitioned into media buying. His background and analytical mindset now help him spot and take advantage of untapped opportunities for our clients.
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