2:01 3:48 5:33 6:18 data acceleration 7:37 new checklist 8:07 optimize at the right time 8:39, 10:46 basic principles 11:36-15:57 hyper segmentation 22:05-23:42 hyper segmentation 17:51 main 2 points 24:46 bottom up funnel, scaling 27:50 stepping up the funnel 29:51 google campaigns purpose 32:20 bottom up approach 34:00 buyer journey 36:46, 39:56 understanding the business
Michael, when you are getting hyper-segmented, are you doing different landing pages for each smaller segment too? Ie, If I am working with a storage company that does moving and storage, would you create a different landing page based on that service?
This is so good!! Aaron can you show account examples for hypergemitening campaigns and go deep there? How do you know when your ready like he said to break out a keyword into its own campaign etc and then budget strategies around that for lead gen (search) 🙏🏼🙏🏼🙏🏼🙏🏼
So weird your volume on the video (videos recently) is so low, then the ads even when you popped in with the free checklist it's louder - not sure what's going on
Great content guys 👍 do you advise hyper segmentation in PMax ? And do you believe / advocate having the same SKU showing up in multiple campaigns , or different sized variants of the same product in the same campaign ?
hello, for me the goal of segmentation is give you the ability to focus more budget on different products or KW themes based upon: performance, profit margins, locations etc. I think of it like this... start with one campaign and you only in a different campaign for a specific reason (like performance, profit, locations). With PMAX & segmentation you need to keep in mind KW themes and your website structure as you don't want different PMAX campaigns targeting the same KW themes or products.
Hey Jack - we hypersegment PMAX when it makes sense. Aaron and I will do another video on Ecommerce strategies and I will cover how Market Lead do hyper-segmentation for e-commerce. It's a bit of a throw away statement to say this: it depends... It depends on the business, the lines of business, amount of skus, margins, sales volume, etc.
Thanks guys, follow both your content on TH-cam , and it’s amongst the best ✅. I try to make the same margin out of all products and the price range between the cheapest and most expensive isn’t huge ( ~$100 between , and that’s based on size) . And it’s the same type of customer who buys either , it’s just about size that fits their needs . When I look at our account , I see the same product appearing in multiple campaigns , and I think that’s wrong, as it makes it difficult to see which campaigns are firing in which direction. I don’t want scores of PMax campaigns , but I want to separate them based on query themes, or uses for the product. We sell large wall art. So it’s only about the size, the colour/style , or which type of room or utility the product is chosen for. But my PMax campaigns seem to be bundled in to various catchall groups , with same products appearing in multiple campaigns . I struggle with same products rearing their heads in multiple campaigns , and generic campaigns that separate only by , Brand, Top Sellers, and “Everything Else” , with either the same product or sized variants of it , popping up in multiple campaigns . Wasn’t sure whether we segment these out into their own query intent, colour, style, room campaigns and only use a product in one campaign and not in multiple campaigns ?
How segmented is hyper segmented? If I am running ads for a podiatrist.. should "foot and ankle doctor" kw and subsequent and "podiatrist" be separate campaigns? Ad groups? Ads?
@AndrewScarella I guess Im just asking what the level of segmentation is. Right now I group a lot of similar words. For podiatry for example all the generic "Foot doctor near me" "podiatrist near me" foot and ankle doctor in [city]". I put all those under one campaign and one generic ad group. Then orthotics.. a service the podistrist offers, I'd separate out to a secondary ad group. I use campaigns to separate locations. I'm wondering is it better to separate orthotics into it's own campaign? Is it better to separate "orthotics" and "foot and ankle" and "podiatrist" into 3 campaigns?
@@kcd1757 I think the answer is yes, that you would separate it out into three campaigns based on the info from this video. That way, if the "podiatrist" campaign had a lower cost-per-conversion than the other 2 for example, you could use that for reporting purposes, but also to help scale up. If the "orthotics" campaign was spending a lot but not getting any conversions, you could pause that one and add budget to the campaign that was more successful. While it is true that you would see this data if there were 3 different ad groups, the "orthotics" ad group would steal more of the shared budget, leading to less being spent on the "podiatrist" campaign that is generating leads.
- Reflect the business structure in the campaign structure. - Use negative keywords to prevent overlap. - Monitor key metrics (e.g., search impression share) to identify scalable opportunities. - Incorporate offline sales data into reporting for comprehensive performance tracking.
Hypersegmentation is not a cookie-cutter 'how to' approach, so it is more about the outcome than the process. And yes the 'millions' is the outcome. It's hard to give the practical when it is super specific business to business. My recommendation is just segment the campaigns by lines of business, review the data, and go from there. It's simple and will deliver the results.
![POAS for Google Ads? [Interview w Frederik Boysen]](http://i.ytimg.com/vi/Q1nGQO99XUk/mqdefault.jpg)
![POAS for Google Ads? [Interview w Frederik Boysen]](/img/tr.png)
Love the insights on practical data-driven strategies. We’re actually testing this approach right now-excited to see the results!
All the best for 2025
2:01
3:48
5:33
6:18 data acceleration
7:37 new checklist
8:07 optimize at the right time
8:39, 10:46 basic principles
11:36-15:57 hyper segmentation
22:05-23:42 hyper segmentation
17:51 main 2 points
24:46 bottom up funnel, scaling
27:50 stepping up the funnel
29:51 google campaigns purpose
32:20 bottom up approach
34:00 buyer journey
36:46, 39:56 understanding the business
Great content.Thank you.
Michael, when you are getting hyper-segmented, are you doing different landing pages for each smaller segment too? Ie, If I am working with a storage company that does moving and storage, would you create a different landing page based on that service?
Had to pause and come back Aaron same on your strategy please go further and with visuals 🙏🏼🙏🏼🙏🏼
Thanks - will do
This is so good!! Aaron can you show account examples for hypergemitening campaigns and go deep there? How do you know when your ready like he said to break out a keyword into its own campaign etc and then budget strategies around that for lead gen (search) 🙏🏼🙏🏼🙏🏼🙏🏼
So weird your volume on the video (videos recently) is so low, then the ads even when you popped in with the free checklist it's louder - not sure what's going on
Great content guys 👍 do you advise hyper segmentation in PMax ? And do you believe / advocate having the same SKU showing up in multiple campaigns , or different sized variants of the same product in the same campaign ?
hello, for me the goal of segmentation is give you the ability to focus more budget on different products or KW themes based upon: performance, profit margins, locations etc.
I think of it like this... start with one campaign and you only in a different campaign for a specific reason (like performance, profit, locations).
With PMAX & segmentation you need to keep in mind KW themes and your website structure as you don't want different PMAX campaigns targeting the same KW themes or products.
Hey Jack - we hypersegment PMAX when it makes sense. Aaron and I will do another video on Ecommerce strategies and I will cover how Market Lead do hyper-segmentation for e-commerce. It's a bit of a throw away statement to say this: it depends... It depends on the business, the lines of business, amount of skus, margins, sales volume, etc.
Thanks guys, follow both your content on TH-cam , and it’s amongst the best ✅. I try to make the same margin out of all products and the price range between the cheapest and most expensive isn’t huge ( ~$100 between , and that’s based on size) . And it’s the same type of customer who buys either , it’s just about size that fits their needs . When I look at our account , I see the same product appearing in multiple campaigns , and I think that’s wrong, as it makes it difficult to see which campaigns are firing in which direction. I don’t want scores of PMax campaigns , but I want to separate them based on query themes, or uses for the product. We sell large wall art. So it’s only about the size, the colour/style , or which type of room or utility the product is chosen for. But my PMax campaigns seem to be bundled in to various catchall groups , with same products appearing in multiple campaigns . I struggle with same products rearing their heads in multiple campaigns , and generic campaigns that separate only by , Brand, Top Sellers, and “Everything Else” , with either the same product or sized variants of it , popping up in multiple campaigns . Wasn’t sure whether we segment these out into their own query intent, colour, style, room campaigns and only use a product in one campaign and not in multiple campaigns ?
@@AaronYoungGoogleAds how accurate are the keyword theme you think?
How segmented is hyper segmented? If I am running ads for a podiatrist.. should "foot and ankle doctor" kw and subsequent and "podiatrist" be separate campaigns? Ad groups? Ads?
Different campaigns would allow for control of separate budgets, for scaling up purposes. Ad groups all share one budget.
@AndrewScarella I guess Im just asking what the level of segmentation is. Right now I group a lot of similar words. For podiatry for example all the generic "Foot doctor near me" "podiatrist near me" foot and ankle doctor in [city]". I put all those under one campaign and one generic ad group.
Then orthotics.. a service the podistrist offers, I'd separate out to a secondary ad group. I use campaigns to separate locations.
I'm wondering is it better to separate orthotics into it's own campaign? Is it better to separate "orthotics" and "foot and ankle" and "podiatrist" into 3 campaigns?
@@kcd1757 I think the answer is yes, that you would separate it out into three campaigns based on the info from this video. That way, if the "podiatrist" campaign had a lower cost-per-conversion than the other 2 for example, you could use that for reporting purposes, but also to help scale up. If the "orthotics" campaign was spending a lot but not getting any conversions, you could pause that one and add budget to the campaign that was more successful. While it is true that you would see this data if there were 3 different ad groups, the "orthotics" ad group would steal more of the shared budget, leading to less being spent on the "podiatrist" campaign that is generating leads.
This is different for each business but you want to make sure that you don't have mulitple PMAX campaigns targeting the same KW theme
- Reflect the business structure in the campaign structure.
- Use negative keywords to prevent overlap.
- Monitor key metrics (e.g., search impression share) to identify scalable opportunities.
- Incorporate offline sales data into reporting for comprehensive performance tracking.
Good on you mates
Thanks Dave
Thank you legend :)
@@MarketLead I like the sound of that.
Michael part 2
Where's part 2!?😂
Instrusting bro
0.5% how to hypersegmentize, 99.5% "I make millions". Aaron made it practical, though.
Hypersegmentation is not a cookie-cutter 'how to' approach, so it is more about the outcome than the process. And yes the 'millions' is the outcome. It's hard to give the practical when it is super specific business to business. My recommendation is just segment the campaigns by lines of business, review the data, and go from there. It's simple and will deliver the results.