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google ads for saas 101 find bottom of funnel keywords related to the product cluster similar keywords into ad sets now make conversion event for the user action that you want that can be a sign up, a free trial start, a paid conversion, a demo book, whatever how to actually set up these events push a custom event to the data layer then use Google Tag Manager to listen for that event pass the event back to Google Ads then you create a conversion campaign that's targeting those keywords let the campaign run now you need to analyze the search terms that are actually creating the user actions you want use graphed .com for this you can just ask it "which search terms are creating {event}? Where should I allocate my budget based on my performance data?" it will do the analysis for you and tell you these winning search terms put that into its own campaign with its own dedicated budget so now you have two campaigns, one for testing, one for winners repeat this cycle indefinitely pro tip when you find winning search terms, send them to landing pages that are aligned so the person searches the term, they see the ad with the term, they land on the landing page where the H1 is the term will increase your conversion rate dramatically
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