ISAAC RUDANSKY’S AGENCY OVERDRIVE

ISAAC RUDANSKY’S AGENCY OVERDRIVE

Account Structure
Playbook (Part 3)
 Proprietary + Confidential

Use Non-last click Attribution in all your

conversions

Leverage Attribution and

Audience signals Apply audience lists on your campaigns
 Proprietary + Confidential

Use Google Ads Search

Attribution to assign Free tool for
Google Ads users
Clear process
for selecting and
Accounts for
cross-device
credit to touchpoints comparing models behavior

that occur on the Search

Network
“Flip the switch” Compatible with
setup Smart Bidding
 Proprietary + Confidential

Whenever available, always choose Data-Driven attribution

First Click Time Decay Linear Position-Based Data-Driven Last Click

Add audience lists to your campaigns to boost
Smart Bidding
By adding Audience lists to your campaigns, Smart Bidding will be able to leverage more signals

Conversion-based bid
Value-based bid strategies
strategies
(e.g. tROAS, Max Conversion for
(e.g. tCPA, Max Conversions,
Value, eCPC for Value)
eCPC)

RLSA, Customer Match

Audience signal used only when applied

Similar Audiences

IMSA
Audience signal is used,
application not necessary but
Detailed Demo
recommended
Audience signal not used
Affinity Audiences (Important exception : Shopping
campaigns currently not compatible)
Add audience lists to your campaigns to boost
Smart Bidding
By adding Audience lists to your campaigns, Smart Bidding will be able to leverage more signals

Step 1 Step 2

Target all Apply to all

relevant users search campaigns
with RLSA, (including DSA &
Similar Audience Shopping with
and In-Market "observation" and
lists at campaign level
Step 1: Target all relevant users with RLSA

All visitors 365-540 days list duration

Category viewer 365-540 days list duration

Product viewer 365-540 days list duration

Cart abandoner 365-540 days list duration

Converter 365-540 days list duration

Remarketing lists for

search ads
Step 1: Target all relevant users with Similar Audiences
Pick your most valuable Similar Audience lists for Search to grow your customer base

higher CPA
Similar to All visitors

Similar to Category viewer

Similar to Product viewer

Similar to Cart abandoner

Similar to Converter
lower CPA
Similar Audiences
Step 1: Target all relevant users with In-Market Audiences
Reach users with purchase intent to further grow your customer base
In-market audience example

User searches for Watches a video about Downloads a User is in-market for
personalized gifts on Xmas DIY gift ideas photo book app ‘personalized gifts’
Google and clicks ad

Apparel & Accessories • Autos & Vehicles • Baby & Children's Products • Beauty Products & Services
Business Services • Computers & Peripherals • Consumer Electronics • Dating Services • Education
Event Tickets • Employment • Financial Services • Gifts & Occasions • Home & Garden • Real Estate
Software • Sports & Fitness • Telecom • Travel
Step 2: Apply relevant users lists in all your campaigns
Example 1: same budget strategy for new and returning users

RLSA* Similar Audience In-Market for Search

540 day RLSA: All visitors Similar Audience: Converter Personalized Gifts

540 day RLSA: Category Similar Audience: Cart Holiday & Seasonal Items

540 day RLSA: Product Similar Audience: Product

540 day RLSA: Cart

540 day RLSA: Converter

540 day RLSA: Smart List

Campaign T-shirts
(new and returning users)
Step 2: Apply relevant users lists in all your campaigns
Example 2: only use if you have separate budget strategy for new and returning users

RLSA* Similar Audience In-Market for Search

540 day RLSA: All visitors Similar Audience: Converter Personalized Gifts

540 day RLSA: Category Similar Audience: Cart Holiday & Seasonal Items

540 day RLSA: Product Similar Audience: Product

540 day RLSA: Cart

540 day RLSA: Converter

Targeting mode Observation mode + Exclude RLSA lists

Campaign T-shirts Campaign T-shirts

(returning users) (new users)
 Example 1: Website is clearly organized by
themes or categories Proprietary + Confidential

That's how your account could look like in example 1

Account
www.clothes.com

Campaign Tops Bottoms

Structure www.clothes.com/tops www.clothes.com/bottoms

DSA DSA DSA DSA

Ad Groups KWs T-shirts KWs Jackets KWs Jeans KWs Skirts
T-shirts Choose
"Categories>T-shi
Jackets Choose
"Categories>Jack
Jeans Choose
"Categories>Jean
Skirts Choose
"Categories>Skirt
rts" ets" s" s"

.../tops/tshirts Automatically .../tops/jackets Automatically .../bottoms/jeans Automatically .../bottoms/skirts Automatically

Ads URLs generated generated generated generated

Audience lists (Observation mode) Audience lists (Observation mode)

Attribution +
Audience
Non-last click Attribution (DDA if available)
 Example 2: Website is not clearly organized by
themes or categories, but is indexed Proprietary + Confidential

That's how your account could look like in example 2

Account
www.travel.com

Campaign Hotels DSA

Structure www.travel.com/hotels

KWs DSA This is the easiest way to

KWs KWs
Ad Groups San Choose "Landing pages from start using DSA and
NYC Boston should be used by clients
Francisco standard ad groups"
with indexed websites.

www.travel.com/h www.travel.com/h www.travel.com/h Automatically generated

Ads URLs otels/sanfrancisco otels/nyc otels/boston

Audience lists (Observation mode) Audience lists (Observation mode)

Attribution +
Audience
Non-last click Attribution (DDA if available)
 Example 3: Website is not clearly organized by
themes or categories, and is not indexed. Proprietary + Confidential

That's how your account could look like in example 3

Account
www.travel.com

Campaign Hotels
Structure DSA
www.travel.com/hotels

This is a high
maintenance option,
KWs KWs KWs and should be used
DSA
Ad Groups San if your site is not well
NYC Boston Choose "Feeds"
Francisco indexed or if you
need a lot of
customization.

Ads URLs
www.travel.com/h www.travel.com/h www.travel.com/h Automatically generated
otels/sanfrancisco otels/nyc otels/boston

Audience lists (Observation mode) Audience lists (Observation mode)

Attribution +
Audience
Non-last click Attribution (DDA if available)
 Proprietary + Confidential

Set your campaign goals and apply a

Smart Bidding strategy

Layering Leverage Responsive Search Ads

Automation
Set your campaigns goals and apply Smart Bidding
What is your Recommended
campaign’s goal? Smart Bidding Strategy

Revenue within a
specific ROAS Target ROAS
target

Total conversions
within a specific Target CPA
CPA target

Total conversions Maximize

within a specific Conversions
budget
 Proprietary + Confidential

Leverage Responsive Search Ads (RSA)

RSA test and optimize different combinations of Search ad assets using machine learning to ultimately
serve the right ads to the right customers on Google Search

Your creative The right ad for

ad assets the right customer

Supply up to We will use these

15 headlines assets to automatically create
and 4 descriptions new ads, which provide more
as your assets for space than the standard
responsive search ads Search ad format
 Example 1: Website is clearly organized by
themes or categories Proprietary + Confidential

That's how your account could look like in example 1

Account
www.clothes.com

Campaign Tops Bottoms

Structure
www.clothes.com/tops www.clothes.com/bottoms

Bid Smart Bidding Smart Bidding

Automation

DSA DSA DSA DSA

Ad Groups KWs T-shirts KWs Jackets KWs Jeans KWs Skirts
T-shirts Choose
"Categories>T-shi
Jackets Choose
"Categories>Jack
Jeans Choose
"Categories>Jean
Skirts Choose
"Categories>Skirt
rts" ets" s" s"

Ads
Automation RSA DSA RSA DSA RSA DSA RSA DSA

.../tops/tshirts Automatically .../tops/jackets Automatically .../bottoms/jeans Automatically .../bottoms/skirts Automatically

Ads URLs generated generated generated generated

Audience lists (Observation mode) Audience lists (Observation mode)

Attribution +
Audience Non-last click Attribution (DDA if available)
 Example 2: Website is not clearly organized by
themes or categories, but is indexed Proprietary + Confidential

That's how your account could look like in example 2

Account
www.travel.com

Campaign Hotels DSA

Structure www.travel.com/hotels

Bid Smart Bidding Smart Bidding

Automation

KWs DSA This is the easiest way to

KWs KWs
Ad Groups San Choose "Landing pages from start using DSA and
NYC Boston should be used by clients
Francisco standard ad groups"
with indexed websites.

Ads
RSA RSA RSA DSA
Automation

www.travel.com/h www.travel.com/h www.travel.com/h Automatically generated

Ads URLs otels/sanfrancisco otels/nyc otels/boston

Audience lists
Audience lists (Observation mode)
Attribution + (Observation mode)
Audience Non-last click Attribution (DDA if available)
 Example 3: Website is not clearly organized by
themes or categories, and is not indexed. Proprietary + Confidential

That's how your account could look like in example 3

Account
www.travel.com

Campaign Hotels
Structure DSA
www.travel.com/hotels

Bid Smart Bidding Smart Bidding

Automation
This is a high
maintenance option,
KWs and should be used
KWs KWs DSA if your site is not well
Ad Groups San
NYC Boston Choose "Feeds" indexed or if you
Francisco need a lot of
customization.
Ads
Automation RSA RSA RSA DSA

Ads URLs
www.travel.com/h www.travel.com/h www.travel.com/h Automatically generated
otels/sanfrancisco otels/nyc otels/boston

Audience lists
Audience lists (Observation mode)
Attribution + (Observation mode)
Audience Non-last click Attribution (DDA if available)
 Proprietary + Confidential

General settings best practices

Use Data-Driven Attribution (or another Non-last click model, if DDA is not available)
Account Settings Create and use extensions in Shared Library
If necessary use Google Ads scripts to further automate

Use Portfolio Bidding Strategy (tCPA/tROAS) to bundle campaigns w/ similar pe ormance targets
Campaigns Opt-in Audiences at campaign level
Set Ad Rotation to “optimized”
Settings Set Budget Delivery Mode to “Standard”
Include Google Search Partners

Add DSA Ad Group for every campaign to catch tra c you would have missed (you can also create a
Ad Groups DSA "Catch All" campaign
Settings Keep relevance, but don’t be too granular - gather Ad Groups by matching landing pages

Use at least (!) 2 Expanded Text Ads + 1 Responsive Search Ad per Ad Group
Customize your ads with IF-functions and ad customizers
Keywords and Use at least (!) 3 Dynamic Search Ads for your DSA Ad Group.
Add at least (!) 3 Extensions to your ads
Ads Don’t be too granular with keywords: more data helps Automation to work better
Make sure you work on query coverage