OK, so you’ve got all the elements of the TALL campaign under control. Now, it’s time to pull it all together to build incredible PPC campaigns using the campaign builder.
The campaign builder takes your keywords, landing pages, and ads and helps you build campaigns with a tight relevancy chain between your keywords, landing pages, and ads.
So when a user types in a query, you can show them an ad that powerfully matches their exact request and send them to a landing page that does the same.
We have four different campaign types within Ad Alchemy. They are:
Single Keyword Ad Group (SKAG)
Single Theme Ad Group (STAG)
Paired Campaign
Domain Campaign
We have a lot of extra information and examples in our knowledge base and our community. However, for our Crash Course, we will look at the thematic campaign as this is the most common campaign type and is generally what we would recommend starting out with.
We have included an extra video to help you understand the logic behind the tokens. Understanding the logic will make it much easier to understand how to use these dynamic elements more effectively.
Lastly, we will show you how to upload into Google Ads Editor. The final step of getting your killer campaign into Google Ads.
You will learn:
A full walk-through of a thematic campaign built from start to finish.
How to improve ad relevance with tokens in Ad Alchemy.
How to upload into Google via Google Ads Editor.
Once you’ve mastered this, your competitors won’t know what has hit them!
The Ad Alchemy thematic campaign, or the "Single Theme Ad Group" campaign, is a popular structure used in Ad Alchemy for Google campaigns. This structure offers a balanced group of keywords that lead to better click-through rates, quality scores, and faster learning for text ads.
In this example, we have an example of a bike shop building a thematic campaign focusing on the different services it offers. The campaign includes two keyword lists, seed, and expansion, and uses responsive text ads. The user sets match types and bids for each keyword and creates ads using tokens.
TRANSCRIPTION: G'day. Let me show you how to create your first thematic campaign. A quick bit of background. The thematic campaign in SpeedPPC is also known as a single-theme ad group campaign. This campaign is the most common campaign used in SpeedPPC these days since a close variant matching came into effect at Google. In many ways, it's the Goldilocks campaign structure. It's not too narrow and not too wide. You still have a nicely siloed grouping that allows you to have ads that are well matched to what the user is looking for. This way, you get much better click-through rates and quality scores. At the same time, you also have plenty of keywords in each ad group to focus on fewer responsive text ads. This helps to learn quicker and get better results. In most cases, we would recommend this campaign type for most campaigns you build. In this example, we're going to build a campaign for a bike shop that wants to grow the servicing part of its business. So, we're going to build a campaign that focuses on the different types of services that the bike shop offers. Okay, let's get cracking. First, create a new campaign. I'll name this Fast Freddy's Workshop by service type Thematic. I'll give a quick campaign description. We're building a Google campaign with responsive text ads. The campaign type is a Thematic campaign, and we're going to use two keyword lists. Hit Next. This is where we load our keywords. You can either cut and paste these keywords directly or else load them in through saved keyword sets. You'll notice we have two lists. The seed keyword list is what the themes will be based around and is the keyword we can use in our ads. For example, we will have an ad group on the theme tune up and another ad group on the theme break service, etc. Google's machine learning now looks at keyword intent rather than exact keywords. So, this keeps your ad group thematically clustered around search intent. In the expansion keyword lists are some of the different ways people might search for that kind of workshop service. You'll see in this list we have different types of bikes and 56 different bike brands. In our build, we'll combine these with the seed keywords. Now, as we go down, you'll see the URL section. SpeedPPC creates the URL at the keyword level. You'll want to put your website URL in this section here. Google already adds your UTM tags automatically, so you don't need to do that. However, you can pass other values into the URL for internal tracking or dynamically changing the landing page if you have that capability. We'll just leave it as our landing page for now. You can safely leave these as the defaults, but there are some advanced options you can make use of under this tab. The main one I would ever add would be changing the mix type. Let's change this to every variation. This just combines the keywords two ways. You'll see this in the output. You'll also see you can add negative keywords in here too, but we'll leave this one for now as well. Okay, let's move on to the bids tab. Here you can set your match types and bids for that keyword type. This applies to each keyword within your campaign, so you'll likely want to update this later. As a general rule, phrase and exact match are a good starting point. We didn't put any negative keywords in, so we can leave those as default. Okay, so here is where you create your ads. You can think of these as ad templates. Within them, you can use what we call tokens to dynamically insert keywords that will match your keywords for each ad group. One rule to remember is that in thematic campaigns, you can only use the seed token in the ads. Only single keyword ad group campaigns allow you to use all tokens. I'm going to load in an ad I wrote earlier, so you don't have to watch me typing the ad out. We suggest you watch the AI ad writer and rewriter videos to fully leverage the power of writing ads using AI. The rewriting feature is especially useful for when you need to cut down those characters to fit into the character count limit. A few things to note. You'll see I've used the seed token with the title case. This forces all dynamically inserted keywords to be title case. Generally, for headlines at least, you should use title case. You can use either lower case, where it will leave it, or title case or upper case. Next, you'll see that I've included a fallback. Sometimes when the keywords are dynamically inserted, you'll have too many characters with a spot in the ad. For example, 30 characters in a headline. In this case, SpeedPPC will use the fallback. You want to always set the URL separator sign to no spaces. You can add up to 15 headlines and 4 descriptions. Normally, you'll want to throw the seed in path one. We can then use the same URLs as your keyword URLs. However, when you have keyword URLs, ad URLs are not used for search campaigns. You'll notice on the right hand side, we have a recommendation panel that contains a lot of recommendations to help you write better ads. We suggest you watch the ad recommendations panel video to learn more about this. Okay, now here is where you can check out the build before outputting. You'll see that the campaign builder has created your campaign with 18 ad groups centered on your seed keyword themes. SpeedPPC has combined these with your expansion keywords to give you lots of keywords to enrich the theme. You'll also see the ads now perfectly match the search intent of each ad group. This will help increase your click through rates, your quality scores and your conversion rates as they better reflect the intent of what people are searching for, rather than just creating generic bike servicing ads. You'll also see an example of the fallback. Suspension service was too long for the headline, so it rolled back to the fallback keyword. It was fine for the longer description section. So now we're ready to do the export into Google Ads Editor. Check out the video on that as the final important step. . .Google Ads Editor is a popular tool for PPC pros to build and maintain Google Ads campaigns.
This video demonstrates the steps you must take to upload your exported campaign to Google Ads Editor.
TRANSCRIPTION: If you haven't used Google Ads Editor before, now is the time. Most PPC pros use this as their primary method for building out Google Ads. There are a few reasons why we use the Google Ads Editor to do the upload. Firstly, it creates a clear gap between SpeedPPC and your accounts. Many of your clients will have compliance requirements, and this way there are no issues with having a third-party connect to their Google Ads account. Secondly, it provides an excellent safety net before you push campaigns into your account. Because SpeedPPC is so powerful, you can create very large campaigns very easily. Google Ads Editor provides excellent local feedback about what you should fix or any other issues before uploading campaigns into your account. It then also provides an excellent interface to make changes in bulk. For example, if some of your headlines are too long, you can change them in bulk quickly and easily. Thirdly, it allows you to connect with an unlimited number of accounts with unlimited spending. We don't penalise you for managing accounts with a large ad spend, as most software companies do. We don't even know the accounts you are interacting with, which provides a nice layer of privacy. OK, let me show you how to get your SpeedPPC build into your campaign using Google Ads Editor. I'll assume that you have downloaded Google Ads Editor, connected your accounts, and synced recent changes to your account first. I want to preface this by saying that this process is a super simple, four-step process which takes about two minutes. Just follow the steps exactly and you cannot go wrong. Now, just because the process is very simple, don't be tempted to just try and wing it. Watch this whole video to ensure you are hitting the right buttons along the way. Now, let's export your newly built SpeedPPC campaign into a Google Ads account using GAE. There can be up to five exports here. Your keywords, responsive search ads, call only ads, manual negative keywords and automatic negative keywords. Each output can be downloaded or copied using these buttons. In this example, we just have three of the options. Keywords, negative keywords and responsive search ads. First, we copy the keyword output to a clipboard using the blue copy button, then head over to the Google Ads Editor. We want to navigate to the Keywords section on the left-hand side, find the keyword and targeting section, select Keywords and then hit the Make Multiple Changes button. Once a pop-up window appears under Destination, make sure that the My Data Includes Columns for Campaigns and Ad Groups is selected, as these are included in the SpeedPPC export. This is a very important step. Your campaign won't upload correctly without selecting this. Then click the Paste from the clipboard button and your keyword data will be added with the correct column format and ready to go. You shouldn't need to change any of the columns. Leaving them as default will work. Now click the Process button. You'll then see a confirmation window with a breakdown of what has been added or updated. You can safely ignore the yellow warnings about power matching. This relates to us using the same keyword but with more than one match type. For example, we had both phrase and exact match in the same ad group. You can now click Finish and Review Changes. Upon review, you'll see the new campaign created with ad groups and keywords built out by SpeedPPC. If all looks in order, click Keep to confirm. At this point, I want to highlight something important. You don't need to create the campaign first. When you add your keywords, the campaign gets created automatically. Now let's head to the Negative Keywords section of your SpeedPPC campaign output for our next upload. Click the Copy button to copy the negative keywords, export and return to the Ads Editor. In the same section, find the Negative Keywords group. Click the Make Multiple Changes button to upload the negative keyword export. Click Paste from the clipboard and once again, ensure that you still have the destination selected as My Data includes columns for campaigns and or ad groups. Then click Process. Confirm that your negative keywords have been added on the next screen. Click Finish and Review Changes. You'll now see your negative keywords added in the same campaign. Click Keep to accept changes after reviewing. Now we'll go and grab our responsive search ads and upload our ads into Google Ads Editor. Back in SpeedPPC, we'll copy the ads export the same way we copied the keywords. We'll go to the Ads section and then select the Responsive Search Ads group, then click Make Multiple Changes. Paste your ads export from the clipboard, ensuring that the destination is still selected as My Data includes columns for campaigns and or ad groups once again. Now check the right amount of ads have been added rather than skipped or updated, then click Finish and Review Changes. Keep the changes and you'll see your ads in the same newly created campaign. Your SpeedPPC import is now complete. You'll see there are some yellow warning messages. These are normally just Google giving you a heads up about a recommendation so you can safely ignore them as a rule. Feel free to read them, but I don't believe in most of the recommendations. What you can't ignore are the red warning messages. While Google allows you to upload with yellow warnings, they don't allow you to upload as red ones. The red warning message you will definitely encounter with every build is that you have to add a daily budget. So simply enter your daily budget and the red warning message will disappear. One red warning you may see is when the ads are too low due to not using a fallback in your token and you need to shorten them. In Google Ads Editor, you can update these in bulk. Now there may be other settings you want to tweak depending on your own campaign objectives. For example, your bid strategy and your location targeting are two of these settings that I would tune up. In addition, I would consider looking at turning off search partners and display network as well. Once you have everything to your liking, you can post changes to go live. Google will check your campaign and if everything looks good, it will push your campaign into its selected account. And that's it. In summary, you just copy the keywords into the keywords section, copy your ads into the ads section, add your daily budget and tune the campaign settings like location, post changes and go live. Simple. Thank you.Tokens are blocks of text used as placeholders that can be replaced dynamically with something else. The main use of tokens is to replace words within ads dynamically, making ads more effective by speaking directly to what the user is searching for. Tokens can also be used to pass values to URLs for tracking. This video explains all about how to use tokens in Ad Alchemy.
TRANSCRIPTION: A big part of the power of SpeedPPC campaign building comes from using tokens. In this video I'll take you through what a token is and how it works within SpeedPPC. I'll keep it nice and simple because it can be a bit of a mind bender when you dig too deep. So simply put, a token is a little block of text that is used as a placeholder that we can switch out for something else dynamically. The main way we use tokens is to replace words within ads dynamically. This makes your ads more powerful because you can build a brand new ad for each ad group, so you end up with an ad that people love because it speaks exactly to what they are searching for instead of some generic ad that tries to cover lots of scenarios. Think about it in the context of our example where we have been a bike shop selling services. Someone who is looking for a suspension fork service is going to click on an ad more that is speaking exactly about suspension servicing rather than just bike servicing in general. Now we can also use tokens to pass in values to your URL for tracking, but we'll focus on ads in this video. So let's run through a quick example of this in action within SpeedPPC. You'll see we have two lists. One is the seed list and one is an expansion list. So if we use the seed token in our ad, we will then see the seed token in our ad for that ad group. Within the token itself, we have an extra feature that we recommend you use. We call it the fallback. The fallback lets you add a word that will be used as a backup when a keyword gets dynamically inserted into the ad and then pushes that section of the ad, for example a title, over the allowed character count for that ad. For example, say one of your keyword phrases is really long and you have the seed token in your headline. In this instance, when it dynamically replaces the token, it pushes it over the character count. Using the fallback keyword feature, SpeedPPC will substitute the word that is too long with this fallback keyword, keeping you within the right character count. We recommend you always use a fallback in your token. So how do you put a token in? Well you can just type it or else you can right click it in the box and select from a menu or use this link. Tokens can also change the case of the word. This version will not modify your keyword at all, so it will use whatever is in the list. This version will convert the keyword to the sentence case, useful for when using it at the start of a sentence. This version will make it all uppercase. Now here is the thing that most people get confused about, but don't worry, you don't need to understand the logic of why, you just need to follow the rules. For single keyword ad group campaigns, you can use any tokens in your ads. This includes expansion tokens. So keywords from your expansion list can be used in your ads. For single theme ad group campaigns, you can only use the seed token in your ads. This is because in single keyword ad groups, we have a one keyword per ad relationship. So we can use all tokens because it's a one to one relationship. However, for thematic ad group campaigns, we have many keywords within the ad groups and just one ad. So we can only use the keyword that is common to all keywords within the ad group. The good thing is, you don't really need to understand why this is the case, you just need to follow the rule. You can use all tokens for single keyword ad groups, but only the seed token for single theme ad group campaigns. That's it. Most people will be using thematic campaigns, so just remember to use your seed token only as expansion won't work. And don't forget your fallbacks. Thank you.