Google Ads: Brand exclusion, page flow and optimization with Google Sheets [video]

In this article, we'll show you how to optimize your campaigns, focusing on Max Performance and Search campaigns, with a Google Sheets tip for mastering your URL exclusions.

Max Performance: Target New Customers, Exclude Existing Brands

The goal of Max Performance campaigns is to grow your audience. To avoid wasting your budget on customers you already have, follow these steps:

Exclusion of brands: Create a list of brands to exclude (competitors, existing customers) directly in your campaign settings.
Exclusion of specific pages: Use the “Automatically created components” section to exclude irrelevant pages (eg blog pages, foreign language pages).

Search Campaigns: Same, Don’t Neglect Brand Exclusions!

Brand exclusions are now available for Search campaigns. Enable this option to avoid paying for clicks from intentional searches about your brand or your competitors.

Dynamic Targeting: Refine Your Search Campaigns

URL to include/exclude: Use dynamic targeting to refine the pages included in your ads. If possible, connect a Google Sheet for centralized and dynamic management of your URLs.
Search categories: Target pages based on their relevance to your industry.

Google Sheets: Your Ally for Effective Management of URL Exclusions

Retrieve URLs: Copy all the URLs from your sitemap into a Google Sheets.
SPLIT function: Use this function to separate different parts of URLs, which will make sorting and filtering easier.
Filtering and sorting: Create filters to identify pages to exclude (e.g. English language pages, irrelevant category pages). Use labels to organize your exclusions (e.g. “service”, “blog”).
Pasting values: Once you have your exclusion list ready, copy and paste only the values into your Max Performance campaign settings.

Conclusion

By mastering URL exclusions and dynamic targeting, you’ll optimize your Google Ads campaigns to reach new customers while maximizing your ROI. Remember, optimization is an ongoing process. Test, analyze, and adjust your strategies regularly to stay competitive in the ever-changing world of digital marketing.

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