AdWords AI Manipulation: Reduce Spend by 40% & Increase Conversion Rate | Maor Benaim, AWeurope 2019

Hi guys. Affiliate World Barcelona!
Oh my god. I’m so f*cking excited! Okay so, my next two talks are going
to be my best ones yet. I’m not gonna lie, my main stage one is the one
that I’ve been working super hard on. So we’re gonna talk about some Google AI manipulation. We’re gonna talk about how to trick the system, how to make it work for you. Anyone in here running some Google ads? Been running Google Ads? So okay, I have a good crowd, and I like this smaller stage. It’s more intimate. I like how it feels. Okay. Anyone here knows me? Follows me on Instagram? Facebook? Listened to one of my talks? So people basically call me The Wolf. What really
differentiates me from other people is the fact that I’m a business owner, and
affiliate, and I’ve owned an agency for like 10 years. I have 10 different companies. We’re doing a bunch of stuff from extensions to arbitrage, from FinTech to data monetisation and also some nutra, and basically, recently two years ago, I opened up my first offline business, which is a fitness centre in Tel-Aviv. It’s called Boost Fitness Center. We’re
actually making it into a chain right now, and I also own Trappo, which is a boutique affiliate network, which I really work closely with my publishers on how to scale, how to optimise, how to really kill it with our offers. Basically guys, you should listen to me because I’m f*cking right. All the time. No, I’m serious, okay. No, but seriously. I’ve spent tons of money like trying to get what I’m really going to teach you right now. I’ve spent a lot of my money, a lot of my clients money just to get those specific methods that are going to make you money, save you money, and help you scale and optimise your campaigns. So let’s go. What we’re going to cover is the pros and cons with Google Ads. We’re gonna talk about Google’s holy grail.
We’re gonna talk about how to manipulate costs. What is quality scores, how to manipulate it, understanding it from the basics, what’s important, what’s not important, and moving on to optimising ads, and the everlasting discussion, manual versus automatic bidding. We’re gonna talk about that and then and at the end, we’re going to have a small Q&A session.
So ready to start? We’re gonna start talking about the pros and cons with Google Ads. So first pro, and by the way, if I’m talking fast or something just let me know, because it’s like a really intimate stage and it’s not television, I actually see you guys, so Google works for everything. It’s not like certain platforms that you really have certain niches, certain verticals, certain industries that work. You can do anything from branding to lead gen to ecom,
everything works. Second thing is that it would convert for any campaign
if you are patient enough and if you have the deep pockets
and the balls that you need to keep running it and optimise it so it
will become profitable. What’s really good with Google is that the system
actually allows you to expand any warm traffic, like the marketing audiences
that you guys have, into a campaign that gets more cold traffic.
So the system understands the war on traffic. Who is converting and it gives you more and more of that traffic, and I’ve made my biggest ROI this year which is sort of like a pro.
So GDN has more lower and stable CPCs, unlike Facebook, it performs in a more linear way. Meaning that it won’t fluctuate, you won’t have a day
when you’re converting for really cheap, and then you’re having a bad day,
whether it doesn’t convert and you feel like you have to
build up the campaign from scratch. Google has amazing customer service and I can tell you 7-8 years ago, when I just started out, I used to call them and just go through the campaign
with them, asking them really vague questions, just asking them to
go through the campaign with me, and I found out that I don’t know a lot of
stuff, and also there are tons of opportunities because it’s not only
about GDN, it’s not only about search, we have the Video Network, and I can tell
you that I’m doing consultations to some people that are doing amazing with
YouTube performance campaigns. YouTube performance campaigns. They are
actually making decent ROI with CPA, ecom offers inside YouTube,
which is amazing. The cons are pretty big too. so first of all, you need a lot more
skills than you need with Facebook because Facebook has made a lot of
people super lazy. You just like open up a campaign, USD 30 plus and then it
starts converting because the pixel AI is so f*cking smart right. So it knows
who is converting, it’s bringing you more of the traffic. You don’t really have to
do anything. With Google it’s more cookie based, it’s not profile based, which
means that the system actually doesn’t know a lot about the user. It means that
you need to manually optimise, you need to really put in the dollars, you need to put in the time. And there are more chances that you’re
gonna do some mistakes when you’re setting up your campaigns.
So we’re gonna move on to the Holy Grail. So what is the Google Holy Grail?
I’m sure you’ve heard about it. The expected CTR, they add relevance, and what Google calls the landing page experience is what creates the quality score, and I’m gonna break some myths. First of all, no one outside of Google and I can tell you that a lot of people inside Google,
also don’t really know how much weight Google is giving each part of
that Holy Grail thing that I just showed you. Having said that, the right way that I look at each account is basically that each account is a human body. So if you have a good quality score,
it affects directly on your health because each account is a human body. A human body. Okay, so it’s all about getting Google’s rewards. So when you have a good quality score, you have good health. The account is in good health. You’re getting lower costs and you’re getting higher average positions if you are running inside the Search Network. I wanna clear some stuff. What’s important when you are talking about quality scores. Well, two main things. The first one is that you need a responsive site, and if in 2019 you still don’t have a responsive mobile, tablet, and desktop site, then I don’t know what to tell you, and the second thing is that the content needs to match the keywords and the ads. So you can’t just put like an image type of landing page. It needs to have content. What’s not important is how the account is built, the structure of the accounts, the number of campaigns, ad groups and number of ad sets. Your current average position does not matter and also, what networks inside Google and outside of Google you’re pulling in traffic towards the landing page or ecom site or whatever. Okay. So we’re gonna get into like how to manipulate.
Now that we’re understanding and we really know how the quality score
works, how Google is looking at it, and we know how to look at each account,
I’m gonna give you some Wolf Tips on how to really beat the system.
So I don’t know if some of you know my slides, my yellow slides, used to be completely yellow,
and I’ve changed it to white so you guys would be able to look at
the screens for more than 10 seconds. So my Wolf Tip number one, okay. So there is a way for getting cheaper CPCs and really scale faster within the Search Network. So how we’re doing that,
and I’m talking about new keywords that you are just entering and pulling into the account. So now that we understand how relevance score, the quality score works. I’m gonna introduce a new terminology, which is the warm up phase. So the warm up phase is just opening up an account, getting some simple niche keywords that you are sure that you are going to get really good quality scores for them. So what happens is you start a campaign. You start the traffic. You are getting the good quality score for those keywords, and only when you have a stable account, where you have the good quality scores, you start adding more keywords.
So you never start with a ton of keywords. I’ve seen so many guys that the way that someone taught them how to be in the campaign is just doing the keyword research, pulling all the keywords into like an excel file, uploading it, maybe dividing it into like a number of ad groups, and
the account goes to sh*t. So what happens is when you have a good
quality score on the whole account and the number of keywords, that would
automatically affect the other keywords. So that would allow you to, first of all, lower your costs dramatically and second of all, you will get faster results because you don’t have to work on those
new keywords. You already are getting the really high quality scores. So it’s a
warm up phase. You never start with a ton of keywords. You’re getting the good quality scores. You’re adding more keywords and you’re saving money. So you’re gonna lower your CPC costs by
up to 50%, it would allow you for quicker, wider, and harder way of scaling.
My Wolf Tip number two, every time you want to win at the CTR game, you want to stand out. So you’re looking for a lot of stuff to stand out and there are a lot of stuff. There is like tons of stuff inside Google, and if you’re running Google, we can talk about it. They only gave me 30 minutes,
but I’m going to give you two tips that a lot of people either don’t
use or don’t know, and you guys can add me on Facebook or Instagram later if you
want to talk to me or just grab me for like, I’m not drinking coffee but like water or something. So the first tip that I’m going to give you is using emojis inside the display URL. So every time Google introduces something new, it works for the people who just
catch on the wave at the very start. It doesn’t work when everybody is doing it,
because CTR is about standing out right. So Google now allows emojis inside
the display URL and it would really pop. Guess what? The CTR is going to
give you that bling, bling. So that’s something that I’m
currently using in my campaigns and by telling you that, I’m basically f*cking myself up.
So the other thing is that you need to use the site link extensions,
the callout extensions, and the structured snippets. That increases the size of the ad, and a lot of people are using those ad extensions, but they never optimise. You need to constantly just
create an event in your calendar, I don’t know what works for you, time-wise,
but just make sure, depending on the number of clicks daily and the amount
you are spending each day that you are constantly optimising, killing
the site links that are underperforming CTR-wise and creating more and more and more.
So I know that at the end of the day, we’re all looking at the conversions column,
and know that CTR is something that most people don’t really care about because if your CTR is low and your cost per conversion
is doing well, who cares right? But the CTR games, they matter a lot.
They would be the ones that really allow you to scale because of the CPC,
because of the average position, and also don’t forget that in the search game,
your average position affects the quality of people that you are getting.
So the person who actually clicks on the first ad isn’t going to be the
same person as the person who clicks on the third or fourth or whatever. My third Wolf Tip that touches negative keywords. Negative keywords also affect your CTR and stuff, and a lot of people just add on new keywords, and new keywords, and new keywords, and they don’t really optimise negative keywords. What
I’m using is a shared library, where first of all, I would open like a broad match
modifier phrase and exact campaigns and I would make sure that I exclude those keywords. That’s like the essential stuff
when I set up the campaign, but when I optimise, I would always look
on the low-performing CTR, low-converting keywords and I will
just remove them and make sure they’re inside the negative keywords, and
that would increase my total CTR inside the account. So I’m I think am I moving on, really quick? Or is it okay? Thank you. So we’re gonna talk about how to optimise ads. So my first small tip is to use keyword insertion.So first of all, just like a disclaimer, keyword insertion could get
you into trouble if you’re doing some branded keywords. So make sure you’re not
doing that, but my tip to you is to take it to the next level, which means
using it inside a search remarketing campaign. That means that everyone who got inside your either landing page, or site, or whatever digital asset property that you guys have and you have the remarketing code inside, and you’re
segmenting the users and stuff. Basically use it inside a search remarketing
campaign, that would make sure that as broad as the keywords that
the user is searching for, you would get really, really good CTR results, and
that would convert really good. Basically you’re going to kill it. So I never
used the automatic optimisation. When I’m running ads, I’m always letting
Google rotate every ad and I make the decisions on my own, that’s why I like to structure my campaigns into a lot of ad groups and stuff,
and that would also increase CTR, of course, and responsive ads, I don’t know how many of you guys who ran Google started using
them, but that’s just like a part of Google’s like one-click campaign thing
that’s going to enter in the next few years, but it uses the Google AI
so it’s really smart. So basically that’s the part of automation
that I really like because it optimises the ads inside,
which means it optimises the headlines, it optimises the descriptions and stuff like that.
My fourth wolf tip. How to basically structure the campaigns into multiple ad groups.
I never put on more than four keywords inside each group because I wanna
optimise according to CTR, I wanna get that high CTR because I know that at the
end, I’m going to beat whoever I’m running against, and I can tell you guys, I’m meeting with Google representatives. A lot of times because of a lot of industries like the casino industry, those types of industries, they would tell you that each person, out of like ten, that actually
penetrates a market or a vertical and succeeds making the campaign into a
positive, sustainable ROI is the guy that is losing money for the first two to
four months. They are working on quality scores, they are working on optimising
ads, getting the negative keywords out, they are working on optimising ad
extensions, everything that I was just talking about. So remember, when you’re
building a campaign, you’re not looking for quick immediate results. You’re
looking for a more sustainable campaign. You’re looking to get that high CTR, that
good quality score, that’s what you are looking at. If you’re not in it for the long run, don’t get inside. We’re gonna talk a bit about manual versus automatic bidding. What most people don’t do is what Facebook already does for you inside, like ecom stores and platforms like Shopify,
which is tracking multiple conversions, when you give Google the specific category of the conversion, a lead, a purchase, whatever. Time that a person spends on your site, that helps Google actually bring you more and more and more of that similar audience. So a similar audience is much like a look-alike audience besides it’s not profile-based. So when you get those tons of conversions inside, when you get those events and the funnel is clear to Google, the AI would reward
you with the stuff that I was talking about. AI bidding. Who in here knows what I’m talking about? When you’re looking for ROAS and stuff? Okay so basically when and only when two things happen, both your quality score is good and you have a good data inside the campaign,
that’s only when I turn into like the AI thing, the automation thing. So I would
never start a campaign with any part that’s automatic with Google, not their
ad rotations, not the bidding, nothing. That only works when you have a ton
of conversions inside, when the campaign ran for at least a month or two. You can
switch into like something that is closer to conversion optimisation or
automation inside Google. Having said that if you have tons of campaigns
and you are really looking to — you don’t have the manpower, you don’t have the time,
I would start by maximising clicks, and stuff like that, which is like a
semi-automation machine inside Google, but I would never go inside like ROAS,
like maximisation of conversion or something like that. So when you switch to a target CPA, remember that a lot of stuff basically resets. A part of what resets inside your settings will be the
device speed adjustments. So remember to do that. So first of all, thank you so much. I have to promote my main stage talk
because it’s going to be so f*cking good. I swear to god. Please come to my
main stage talk. It’s going to be here at 4pm. I’m not getting paid for that, I’m doing it for fun.
So please come. So what is the best way to scale a campaign
because I noticed when you scale on Google. When you raise the budget too much it stops spending. So that’s a really wide question,
but I’m going to give you some tips. First of all, remember that
there is a bid to budget ratio that you need to remember. So when you have a
bigger campaign, you’re spending more, you need to increase bids. So the ROI, a lot of times, unless you’re structured in a way that’s like super smart according to like maybe spreading it out to multiple accounts and stuff. So that’s something that I do. There was a time not too long
ago, a couple of months ago, where Google didn’t ban my accounts when I ran on
basically the same MCC. When I opened up multiple campaigns inside,
but now they would start saying it’s like the circumventing arrow, blah,
blah, blah. Your account gets banned. So what I would do is try to open it up
inside a different account. Maybe a different MCC, try to work with either some guys that are here, maybe Multilogin and stuff like that. You guys what I’m talking about? And in trying to manipulate the system in a way where you scale across accounts. That’s one thing that I would do.
The second one is that I would really try and figure out why I’m underserving.
Why I’m losing. So what you need to look at — are we talking about the
Search Network or GDN? GDN mainly. So GDN, you need to look at the impression shared that you are losing and trying to figure it out. Are you losing because maybe your landing page has
a poor experience? Trying to manipulate maybe the CTRs, like I just talked to you about.
Thank you. Yeah sure. Any more questions guys? Okay so I’m either a really good teacher, which I am. Or you guys don’t even know what I’m talking about. What is it? Hopefully not the second one. So you said we should be prepared
to lose or two or three months when starting out? On competitive markets like casinos
the guys that really make it, are the ones that stick.
And let’s say you’re on more common lead generation offers, maybe out 10 or 20 bucks. How much would you expect to go negative before getting positive? So that’s a
really wide question too. Basically it really changes, you know. First of all,
my goal, of course, is not to be negative on each campaign when I start it,
but when I am running a white hat campaign inside a lead gen or ecom
vertical, I am planning to lose. How much? I don’t really know, like it depends on
the certain market, it depends on the conversion rate. So if I have a
higher conversion rate, things might go faster, but there are so many
stuff to optimise inside the account, like I just talked about. In between CTR,
and ads, and quality scores, and also with A/B testing. A lot of guys who run
lead gen campaigns are not really A/B testing. So what I would do according to the
number of like platforms and traffic sources that I’m using, I’m opening up a
landing page with at least two variations on each platform. So there
would be a link for Facebook, a link for native platforms, a link for Google, and I
would start optimising, and you would see the different variations and different
changes make for different conversion rates inside each platform, and inside
each landing page. So I know I didn’t really quite answer what you were asking,
but maybe try and give me a more specific example when we meet later okay? Alright, thanks everybody.
So big round of applause for Maor.

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