Isaac's Advice Throughout

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 Isaac's Advice Throughout


  • Setting Up Account
    • Do not use dynamic search ads

  • Location Targeting
    • Whenever targeting the US, ad all 50 states at once, so you have much greater flexibility and ease so you can increase and decrease the budget at the location level.
    • Show your ads only to anyone who is considered to be physically located within the area that you’ve targeted. If people outside of your targeted area included terms related to your targeted locations in their searches, they won’t see your ads. Will give you more control over who sees your ads. 

  • Bidding Strategies
    • Higher CPC - is not necessarily a bad thing. Higher CPC means more people are advertising more on this keyword and they’re willing to pay more because they know their investment is working. 
    • Manual Bidding - Begin with manual bidding, and then switching to certain times of specified bidding such as focusing on CPC or return on ad spend or conversion. Google's autonomous option of maximizing clicks is really bad. 
    • Do not go with - maximize clicks or target outranking share.
    • Whenever building out your accounts, all campaigns should have separate bidding strategies.
    • Hard to know where to start. So start anywhere between $2.00 - $4.00.
  • Ad Rotation
    • Start out with *not* optimizing. Sometimes certain ads will have a higher conversion rate and google typically looks at CTR. So you kind of want to see what’s going on with that so you can actually find out what’s performing best. 
    • Over time you may choose to optimize, but in most of them, Isaac chooses to rotate themselves, and then they make the optimizations themselves. 
  • Extensions
    • Every single campaign needs have at least 4-8 sitelink extensions attached to it. 
    • Different ad groups in different campaigns, should have different sitelinks as well, for the sake of giving the user very specific information that is specific to them. 
  • Match Types
    • Broad Match Modified - Isaac’s favorite way - best way to have control, and loose enough to run experiments and be aggressive. The + modifies that term. 
    • Isaac says your campaigns are typically gunna b 80% BM & BMM, and 20% Phrase and Exact.
  • Keyword Planning [77]
    • 20% of your ads should be on Experimentation. 80% used on what you’re optimizing over time. 
    • Buyer Funnel
      • 80% of your account should be in the Shop buyer funnel. 


  • AdGroups
    • Have an average of 30 keywords in an Adgroup, especially for small budgets.
    • Very important to always have at least 2 ads minimum in adgroup. But Isaac recommends 4.
  • Negative Keywords
    • Has campaigns for clients where 80-90% of their account is broad match, bc they are extremely diligent adding negative keywords on a regular basis.

  • Keyword Planner Tool: Best For - 
    • Forecasts & Trends
    • Competition
    • Keyword Ideas
    • Projections for Profit: *Putting in the conversion rate, and value per conversion, a daily budget, a max cpc - and get a sense of "oh if I spend this much and this is the profit per conversion, this is how many conversions I'm likely to get, and this is the profit and revenue I'm likely to get."

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