9 Simple Steps to your First Google Adwords Campaign | Nate Ginsburg | Skillshare

9 Simple Steps to your First Google Adwords Campaign

Nate Ginsburg, World Traveling Internet Marketer & Entrepreneur

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21 Lessons (1h 12m)
    • 1. Adwords Intro and Why Google is NOT your Friend

      3:37
    • 2. Different Types of Ads

      3:23
    • 3. Action Item: Sign Up For Adwords Account

      0:31
    • 4. What is Ad Rank and Quality Score?

      5:22
    • 5. Campaign Strategy that Works

      6:13
    • 6. Behind The Scenes Look at How I Structure My Campaigns

      1:58
    • 7. Action Item: Brainstorm Campaigns and Ad Groups

      1:13
    • 8. The Importance of Keywords and Match Types

      5:36
    • 9. Action Item: Brainstorm Keywords with Intent

      1:29
    • 10. Walkthrough of Campaign Set Up

      7:06
    • 11. Action Item: Set Up Your First Campaign

      0:36
    • 12. Optimizing your Adwords Settings

      9:15
    • 13. Action Item: Optimize Your Settings

      0:53
    • 14. Ad Extensions

      5:20
    • 15. Action Item: Set Up Ad Extension

      0:33
    • 16. How to Implement Negative Keywords

      4:03
    • 17. Action Item: Add Negative Keywords

      1:07
    • 18. Ads

      4:49
    • 19. Action Item: Set Up Ads Split Test

      1:11
    • 20. Understanding Your Analytics

      7:19
    • 21. Action Item: Link and Track Your Analytics

      0:44

About This Class

Google Adwords can be one of the most exciting channels to get exposure and grow your business. It's flexible and can be applicable to many types of businesses and due to the paid nature, it is also scaleable.

But, Adwords is a beast of a topic and can be intimidating for those who are looking to get started. Furthermore, it is easy to make a mistake that can be very costly and rack up a big Adwords bill.

So, I put together the 9 Simple Steps to your First Google Adwords Campaign with all of the above in mind. 

It's Simple

You'll be up and running with only 9 steps! I cut through the clutter to give you the true 80/20 of Google Adwords. You'll get what you need to know, without unnecessary fluff. That being said, you'll be sure to learn the true necessities so that you don't waste money with costly and avoidable mistakes.

It's Actionable

Each lesson is accompanied by an Action Item. This tells you exactly what you need to do in order to move your campaign forward. 

This course was designed to de-mystify adwords and get you up and running as quickly as possible!

Plus, I'm available for feedback and happy to answer any questions! :D

Transcripts

1. Adwords Intro and Why Google is NOT your Friend: Hello and welcome to Google. AdWords. My name is Nate, and I'm really excited that you decided to join me. Also really excited to dig into AdWords and show you how you can use it to help grow your business, scale your business and Ah, yeah, there's ah, you know, lots of lots of ways you can leverage Google AdWords eso I want to just jump right into it . The first thing that you need to do to get started is having AdWords account. So, uh, if to sign up for one, if you haven't yet, just hop over to google dot com slash adwords We'll bring you to this page and, uh, get started. So here, the next What's gonna happen is Google's gonna prompt you through through a couple steps. They're gonna want you to give you some information to get you into your to your AdWords account. Um, they're gonna want your email, your Web sites. Once you enter that it is going to take you on to the next tab. Just gonna prompt you to fill in information about your first campaign. So, uh, a couple things just want to want to hit on Here. Is that So Google is just one thing to keep in mind. Always when it comes to add words when it comes to advertising with Google is we have to remember that Google's incentives and goals are not gonna be always necessarily aligned with ours as an advertiser. Yes, they want you to have good results so that you continue to spend money and, you know, spend more money with them. But first and foremost, they want to. They want you just to spend money. AdWords is by far and away the biggest revenue generator for Google. And, you know, again, they they their job. They want to make it as easy for you as an advertiser to spend money. Of course, they want you to have success, but they also you know, they'd also just want you to spend money. So you'll notice that on this page they're gonna prompt you to actually fill out your first campaign. Actually, don't let you get to your account until you've filled out until you've set up a campaign. Ah, if you just go through and, you know, fill out the campaign info like here, your ads, keywords, whatever, there's probably gonna be not be very good of a chance. That campaign is gonna be very effective there. You know, this is really, like a dumb down campaign editor, and yeah, it can get you up and running, but that's probably not gonna be the best account, But that's probably not gonna be the best and most effective campaign. So, um but but we still need to fill it out. So what I want you to do is just go through, you know, fill out, fill out this information. It really doesn't matter what you put in, because once you just enter the fields you need for your campaign, click through to the payment tab, fill out your payment information reviewed, approve it. It's gonna bring you to your to your AdWords campaign home. And when you do that, just pause the campaigns there because we don't want these campaigns that you just that they prompt you to set up that aren't optimized. We don't want those to cost us precious money. So go through. You know, follow these prompts, fill out the information that you need. And when you get to the ah toothy AdWords home, the interface just pause your campaigns Pau Zier. Pause your ads and we will get into some strategy from there. So go do that and I'll see in the next video. 2. Different Types of Ads: all right. So before we get into the nitty gritty strategy setting up the campaign's just want to break down and in show examples of the different types of Google ads So here we are. You see, this is just ah, Google search page I typed in coffee maker and up here at the top, we see these two that say, add these air going to be search ads these along the side where it says adds, Over there, these are search and search ads as well. So these are, you know, keywords that different advertisers are bidding on to make their to display their ads. These are the type of ads that we are going to be focusing on because they are the most diverse they, you know, our most widely applicable to different types of businesses. They can be leveraged by, you know, by many types of businesses. You can take lots of different angles with them, and it's you know, the bulk of the opportunity when it comes to AdWords. So, you know, I'm gonna try to make this as simple and actionable for you as possible. And so in doing so, we're going to just focus on the ah most opportunity with the lowest hanging fruit. And again that's gonna be the search ads that being said just wanted Quick, briefly explain the other ads that are that add options for advertising with Google. So you see, up here, you see these products. These air is sponsored content these air ads as well, and these air product listing ads These can be very effective but are only for e commerce stores. So if you have any commerce store product listing ads is definitely something you should be looking into. But, you know, for the in, the interest of making this content is broadly applicable as possible again, you know we're gonna be focusing on these d search ads. Ah, the other type of ad is going to be display. So here, you see, you know the display ads are shown on third party websites. So here is just ah ah, third party website and they enabled adds to be shown and you see up there, you've got a display ad, um, display at down there again. That is not what we're going to be focusing on. But that is something you can advertise on with Google you know, back to so back to the search ads. You know, these could be, you know, so diverse. If you have a product business, you have a service business. You have a media company, really? Any type of business Can you know it's possible to take advantage of the search ads because you can bid on what anybody is searching for what, any any keywords that people type in and people type in, you know, all kinds of different keywords. So, uh, first we saw an example of a product of a coffee maker here is just a example with a ah service. So this is a local service just typed in accountant N. Y. C. And you see this show this pops up, you know, these different things different search ads for different accountants that have ah decided to bid on that on that keyword. So there you go again. We're gonna be focusing on the search ads because they it's some broadly the most opportunity and the most applicable to everyone. And, yeah, there's really you know, there's a lot, a lot that we can do with them. So again, excited to dig into this more will start getting into some campaign strategy in the next video 3. Action Item: Sign Up For Adwords Account : Okay, So action item number one is sign up for your AdWords account if you haven't already. Just one thing to keep in mind if you're prompted to actually set up a campaign in order to or when you sign up for your account when you get to your account dashboard, make sure that campaign is paused because it is probably not going to be optimized very well, Probably not going to generate positive R A y. So go ahead, sign up for your account and we'll get back to it in the next video. 4. What is Ad Rank and Quality Score?: All right, now, I want to talk about some things called ad rink and quality score. Now, add drinking quality score are very important because that is what influences where your where your ads show up. So here you go. We see over here, we've got adds, this is in slot one slot to slot three, then going down over here 456 and down, etcetera. So this is important, because the, you know, the higher up that our ads are going to show, um, often means the more clicks they're going to get. As you know, you can probably guess these ads up here. And, you know, maybe these ads over there are going to get, you know, much more eyeballs and then clicks than ads that are, you know, somewhere down here. So now let's Ah, hop over, Teoh Keynote to take a look at breakdown. What constructs? What constructs the ad drinking quality score and how we can influence it. All right, so add rink and quality score. Eso the ad drink, which again? This is where your ad ranks in the India paid search results is a combination of your quality score plus bid. We'll get into what quality score is in a minute. But it's basically the you know how relevant incongruent your keyword landing page and add text is so Ah, here we go. We see we've got advertisers. 123 and four. They're on the left and in the middle. It shows the eso difference in the quality scores and bids for the different advertisers. So, you see, advertiser one has ah high quality score in the high bid at for two advertiser too low quality score, high bid advertiser three, high quality score low bid and advertiser for low quality score low bid. Now, if we look at the you know where these different advertisers ads are going to rank, you see, advertiser one with the high quality score on the high bid that is going to rank number one . Ah, But if you look at advertisers two and three, um, this shows that so one with the low quality score and high bid the other with the high quality score and low bid on the high quality score with low bid, um, a lot of times is going to outrank the advertiser even if they have Ah, even if the other advertiser is bidding more, and that's because Google really, really weighs heavily the, uh, the quality score of the ads. That's something that's really, really important to their ranking algorithm. And that makes sense because they want to, you know, serve the relevant ads, and that's going to keep their advertisers coming back and continuing to pay. So, um, you know the goals. We want to keep that quality score. You know, we want to get that quality score high because that's going to allow us to have lower bids and rank higher. So our quality score? No. I mentioned this briefly, but the quality score is the combination of or is a a combined metric that is made up of the relevance or congruence of your keyword that you're bidding on your ad as well as your landing page. So let's say we take that Ah, the coffee maker coffeemaker keyword. So if you're bidding on the key word of coffee maker and your ad is something about, you know, new amazing coffee maker, you know, come check out our innovative coffeemaker by now, whatever Something like that, and then the landing page takes you to a page that you know, is a ah product page of a bunch of different coffee makers that is going to, you know, that's going to lend itself to a high quality score. On the other hand, a low quality score would be so say we're advertising on the key word of coffee maker. But the ad is actually something for, you know, maybe just like home appliances. So maybe the ad is talking about just ah by, you know, by our home appliances and the landing page goes to, you know, maybe amore, Amore, General Page of home appliances, Whatever you know, that's going to be, ah, lower quality score than when Ah, the keyword ad and landing page are all very relevant and congruent for, you know, for the one key word. So again, this is ah, that's really important stuff because the higher the quality score thelancet our were able to have our bids to rank higher. So keep that in mind as we move on to some keyword are, uh, ad groups and campaign strategies. So thanks. And, uh, see you in the next video 5. Campaign Strategy that Works: Let's talk now about some campaign and add group strategy. So how the campaigns and add groups are kind of structured, especially so that we can get the highest quality score, which is going to get us three highest add drink and clicks for the cheapest. So this is the basic, this kind of, ah, the hierarchy of how your, um, your AdWords account is gonna be set up at the top. You've got the campaign, and then under each campaign you have, you can have different ad groups, and then under each ad group, you're going to have your different ads in key words. So you have ah, you know the ads, which is the copy as well. Azaz then directs to a landing page of Destination Page, and the keywords that are associate ID with that ad are going to be kind of filed under these ad groups, which then can be broken up and are filed under these campaigns. So let's take a look at what this could look like if we are say, we're setting up a campaign for an accounting firm. So at Thea campaign can be for accounting services and then the ad groups under that campaign say they want to advertise to promote some of their their tax services, audit, prep and bookkeeping. Then under each of those ad groups is where Then you'll have your ads you know, is talking specifically about which of the services. So in this case, taxes, audit, prep and bookkeeping, as well as the keywords that are, you know, specific to that ad group again, in this case, taxes, audit, prep and bookkeeping. Now this is important. I segmenting your campaigns is really important because that is how you are able to get the high quality score, which allows you to have the, you know, better add drink and get cheaper clicks. So, you know, doing something like this and you know yes, you know, breaking things up like this into different you know, different ad groups for, you know, separate for tax separate ads. In key words for taxes, separate ads and keywords for auto prep separate ads, in key words for bookkeeping, etcetera is going to give you, you know, much higher congruence, much higher relevancy in a much better quality score than, say, you throw all of those keywords and the landing pages that you're targeting, you know, all into into one campaign are into one ad group. I'm sorry. And another thing with this a good kind of a rule of thumb for different, you know, for setting up your ad groups is having for each kind of like a product or service landing page that you have, uh, it's probably X. That's a good place to start for, um, For what? To add groups. You infrastructure in your campaign. So this say we're running with this accounting firm, you know, they have a page that talks about their tax services. It paid the talks about their audit, prepping a page that talks about their bookkeeping. And, you know, now it allows ah these campaigns than to naturally break up into, you know, the separate three separate ad groups targeting each of those pages. Or say, You know, let's say you have an e commerce store and you sell lights. But let's say you sell different kinds of lights. You sell lamps, you sell chandeliers, Um, and you sell um, wall scones. So having different different ad groups that are targeting each of those different categories of your products is going to be you know that that's the way you want to break down your campaigns. That's gonna be more effective than having, you know, one campaign that's just one ad group targeting just lights and throw the keywords and ads for the chandeliers and lamps and wall scones all into the same all to say Mad Group. So basically, when it comes to setting up your campaigns, it really just comes down to segmenting. You really want to segment them so you can have high congruence See between your ads between your keywords and then between the landing page that the ads linked Teoh. So, uh, is furthering with the segmenting. The way that I like to set up most of my campaigns is instead of having one campaign with many different subgroups under it, I like to keep my campaigns really, really tight. And so I usually just have, you know, one and sometimes two add groups under each campaign until I like to break it up. So what this would look like again with this with this tax example? So this is gonna be a separate campaign for the tax services, audit services and bookkeeping bookkeeping services. The ad groups remained the same. It's just now one ad group under each campaign instead of the three ad groups under the one campaign. And the reason I like to do this is just ah, because it allows you, Teoh have better control of the of your budget when you have you set your budget per campaign. And if you have all of your ad groups in one campaign, it's a little tougher to to direct specific budget to of down to each ad group. It is just easier, easier to control at the campaign level. So because that I like to, you know, I, you know segmenting is is really, really important. And I like to, you know, push it. You know, I really like to push it with the segmenting. And so I like to, you know, segment my campaigns like this usually just a campaign one ad group and then, you know, ads and keywords under that under that one ad group. So there you go with some one of the ah, high level overview of the campaigns and add groups. And after this, let's talk about yes, he actually setting up sam campaigns and targeting keywords 6. Behind The Scenes Look at How I Structure My Campaigns : I want to give you a little tour or, ah, you know, some examples illustrating some of the points that we've gone over thus far. So here is on actual AdWords account were in the back end. This is in an old client of mine that we haven't worked together for a while, but I set up it was managing, managing their their campaigns for a while last year. They are actually an accounting firm. So similar toothy example that we've been running with. So I thought I'd be good to use to, ah, to show you something. So here we go over here, we've got the different campaigns. So we've got those broken up into, um see, like I was saying before about the different services we got audit services, financial services, general tax services, and that each of these campaigns is going to be broken up into ad group. So we'll see him down there. Slick general tax services. So then now we see these air. The ad groups got about ah, keywords about taxes and filing tax. And if we click on one of them, let's click on Filing Tax is going to show the keywords that we are targeting. Let me see these brackets. That means were showing thes air exact match keywords. And, uh yeah. So there you go. You see, these are all pretty relevant to filing taxes that are under the filing tax Ahmed Group, which have ads that specifically speak towards filing taxes. Teoh, you know, to improve that quality score, we'll take a deeper look at adds in a little bit, but just wanted to give you some a real life context of how some of this campaign structure and keywords stuff is set up. So there you go. 7. Action Item: Brainstorm Campaigns and Ad Groups: next, I want you to brainstorm some campaigns and add groups for your website. So think about how your site is naturally broken up. Maybe this is different service categories or product categories, or you have a few different services or products that that you offer. Think about different campaigns and add groups ways that you can segment those products or services into groups to keep. Ah, you know, keep the eventual keywords tight, tight knit together. So one way we could look at that is if we have so we have a services business, we can segment our ad groups or campaigns into the different services as well as if we have ah, product business. We can segment those segment our campaigns and add groups into different product categories . So the key here is to be ableto have as similar keywords under each ad group category as possible. So go ahead, take a look your website and brainstorm Some difference. Different ad group and ad campaigns that we can then get moving on in the next video 8. The Importance of Keywords and Match Types: Okay, let's take a look at some key words and match type. So what exactly do those mean? And how do they work for us? So again, like we like we've gone over, We know that ah, campaign is gonna be made up of the ad group. And under the ad group, you're gonna have your ads and your keywords when you enter your keywords, which are going to be, you know, which are going to determine what you know, what keywords and what search terms your ads show up for. We have three different options. We can enter those keywords as broad match keywords, phrase match keywords or exact match keywords. So broad match keywords. That means that your ad is going to be shown for the widest range of keywords that are, you know, broadly related to the ah to whatever your input keyword is, we'll go through some examples. In a second phrase. Match keywords means that your ads we're gonna show up for all all search terms that contain the key words that your target keywords in their search phrase. Again, we'll look at an example in a second and, um, exact match. Keywords are going to show up. Your ads are gonna show up on Lee for that exact match. Keywords also just, um, quick thing Thea, uh, quotations around the phrase match and the brackets on the exact match when were entering the keywords into into Edward's. That is the kind of that's the notation that's used Teoh to determine which type of what type of keyword it is that we are that we're using. So let's take a look at some examples. So let's say, Ah, the key word that we are entering is accounting services. So for the broad match thesis searched, terms that we're actually going to show up for could be some things like tax accountants, auditing services, bookkeeper for my company accounting principles. You know, pretty wide range of broadly related search terms, you know, based off of our keyword, which is accounting services. So this could be good, because you can get your ads. You know, a lot of eyeballs get them showing a lot. Um, you know, this is definitely like casting the widest net, but, you know, on the down side, you can get some get some search terms that might not be the most relevant So you know, again with this example. If the keyword is accounting services, you know, accounting principles might not be exactly what we want to be showing up for. That's not, you know, so know someone who's looking for accounting principles. You might not be interested in accounting services, you know, But again you get ah, you show up for the most the most keywords with the broad match. So then phrase match is going to be, you know, search search phrases that contain the your key word in the phrase. So that could be things like best accounting services in New York. Cheap accounting services, accounting services for sole proprietors. So again, these air going to Deezer search terms that contain your keywords. You see all of those contained quote accounting services. Then we've got exact match, which is you are going to show up on Lee for exactly that keyword that you put in. You know, this on the other end of the spectrum from broad match, is you're going to get the you know, the least, search volume for your keyword, because it's gonna be the most targeted. But then on the other side, it's the most targeted. So you have the most control. You know exactly what terms you're showing up for, and you can, you know, dictate exactly what you're showing up for and you're not going to get you know much. You're not gonna any erroneous searches that you don't intentionally want to should be showing up for All right, So now quick thing on keywords will say intent Keywords are better than non intent keywords . And basically, what this means is the more specific are keywords, and more specifically, are key words. Convey the intent that we are trying to, you know that we're trying to help or, you know, show up for that. We provide a service or product, you know, product for eyes going to be better than more general, non and can. 10 keywords. So let's take a look, say, like, and why accounting quote as a key word is going to be better than and why, accountant, you know, someone who searches and why Accounting quote. They're looking for a quote that you know is a good indicator of their intense, that they are looking to pay someone to do their accounting in New York, On the other hand, and why accountant is, you know, more broad. It doesn't have that quote modifier is not gonna be not demonstrating as much intent as you know. It's with the quote. So, you know, adding those kind of modifiers like quote, you know, by is ah, you know, is is good to add eso another look. So the product, So again with the coffee maker So a T word like buy coffee maker is going to be better is gonna be more targeted is going to demonstrates, You know, mawr of the searcher's intent than a cured, just like coffee maker. So there you have it. The keyword match types and some Yeah, tips and tricks on picking good keywords. 9. Action Item: Brainstorm Keywords with Intent: Now that we have our campaigns and add group segmented, let's brainstorm some keyword ideas that we can fit into those into those different head groups. So again, we want three keywords to be really similar for each ad group. Um, you know, if the keywords air getting to be too two divers on and yet I guess two different from each other, you know, I'd recommend breaking those into separate ad groups. We really wanna have, you know, keep that consistency from the keywords to, uh, the eventual ad copy than to the landing page as keep that as consistent and relevant as possible. That's gonna help us get the best quality score. If you need help brainstorming some keyword ideas. My go to keyword research tool is term explorer dot com. I'd go check that out, jot down some of the key word ideas that you're thinking of, and it will help you generate some more and show some show the search volumes for the different keywords as well. So go ahead, do that, jot down some cured ideas and also keep in mind the keywords with buying intent. So different buying keywords, things that say, you know by blank online or things with quote in the Q word. You know those are going to be, you know, those air going to show much more intent of the searcher than more generic keywords. So go ahead and brainstorm some cured ideas that you can fit into your ad groups. 10. Walkthrough of Campaign Set Up: All right, So now let's walk through setting up an actual campaign. You can see how quick and easy it can be. We're going to incorporate some of the principles that we have talked about so far, so si Ah, first easy click on the red ad campaign. Want a search network on Lee? I know, uh, we briefly discussed there's, you know, display ads and shopping for the product listening adds, but we are focusing on search network because they are because, like the most dynamic and, um, convert the best. So we are focusing on those If you want to do some, you know, display network adds they could be worth playing around with. You can get some stuff there, but you definitely want to do them separately. So never, ever, ever do search network with display. Always do search or display. But in this case, we're doing search. So click on that eso Google. They kind of continuously update their interface on, you know, to make it the ad creation as easy as possible for you. Um, you know, they want to you to be able to get these ads up and running so they can make money. So they try to make that. Yeah, pretty easy for you. So let's do, Ah, campaign. Let's run with Will say, Say, tax accounting whoops lets you audit counting services is the campaign. Um Well, just do all the standard features now, So type search network only load settings. No, uh, networks, You know, we're going to, Ah, talk about this other stuff. Get into more that detail later. So we're just gonna brush over the settings, devices, location, shoes. Choose, uh, you know where you want to be targeting them. Um, based off the target locations, choose languages. We're just gonna have English bid strategy. You got to. So it's better to anything manually set your bids. Just had a default bid. We don't know what way. Haven't seen what? Um, you know what the cost of it they're really going to be. So we can just kind of set randomly at $3 say the budget at 10 bucks a day. Matt Extensions, location, site links, call extensions. We will talk about a little bit more later, but for now, let's save and continue. And now we are creating our ad groups. So see, ad group one always say this is audit tax services. So do that again about it, uh, counting services. So keywords, you know, again, we want to be, um, you know, keep all of this congruent so we'll say keywords were the target, but it are counting services audit. That's service. Um, count service audits. Eso the way these air filled in right now is going to be so these air broad match keywords . Now, when we do this, uh, you know, Google, they, you know, they want to make it again. Is easy for us to to add and but on keywords as possible So they, you know, give some suggestions. Definitely Got to be careful with this. I would never, ever just push add 12 at five. Add 10. Even if some of these key words up there look good, only one Add them one at a time. Because, you know, one key word that is not related can totally, you know, throw off your campaigns throughout your budgets. Um, for now, we'll just This is just an example. We'll just stick with ease. So those are the key words that we're gonna be targeting and se continue to ads so destination. Your l just gonna make this up and say www dots accounting firm dot com slash audit Um and headline will say, uh, audit services. I got it. See, audit accounting services display your URL. This is going to be so the destination URL and the display you are all actually can be different. The destination girl needs to be, You know, exactly the girl that you're sending, Teoh. But the display or all you can kind of play around with a little bit. So let's just say so. We for us will say www dot accounting firm dot com slash audit. Um, but it's so even if so, if that's the really Earl, we can still play around with it a little bit more and say audit services or audit service . Um, there's ah a I can't do more than that many characters. So the display your l doesn't have to be, you know, the same as the destination URL. So we'll just leave that there accounting firm dot com slash audit service. So add text. Um, you know, it's nice with With all this Google again tries to make, it is easy for you as possible So they give you some tips, which you can see down there. Um well, just say, um, honest and, um honest. And let's see, quality and honest counting, but it services call us today for a quote. No call today for a quote. Okay, so here. Ah, a little bit of copy suffering play around if later we'll get into some more ad strategies later. But yeah, you know, it's good to include a call to action, and from there we will just save it and, uh, go save and finish And boom. There we go. We have our campaign. We got our campaign Are at group there. We've got our keywords showing up down there, and our ad is right there. So you see, super simple. Um, yeah. There you go. To setting up your campaign. 11. Action Item: Set Up Your First Campaign: go ahead and take those campaigns that we had just, ah, that we just structured the campaigns, the ad groups and the keywords and pick one of them and set up your first campaign. Um, really easy. Google will walk you through this process. And for now, don't worry about the settings. Don't worry about site links. Don't worry about the ads. Just go. And what's important right now is the campaign structure, so keeping it really tight and consistent between the keywords in the ad group and then with the eventual landing page in mind. So go ahead and set that up now. 12. Optimizing your Adwords Settings: Now, I want to take a closer look at some of the AdWords settings. Um, these are really important. And the stuff that you need to be aware of one you know, false click, or, you know, you have some of the settings you know, not the way that they should be That can cost you a lot of money and a lot of effectiveness in your campaign. So here's just this one campaign that we that we just set up, We got the Taif, right? When we set it up, we did standard. But we want to enable all features is going to give us more, more power, more control over over this campaign already. You see some new new settings. Tapas popped up so that the all settings some of the basics. So we got the network. Its search network device will come back to that one location. You know, this is this is really important. Um, you know, you want Teoh be targeting the locations that are relevant to your business. So for this particular campaign, right now, it's targeting U S and Canada, but Okay, let's see its U. S. Business. So Canada is not going to be useful. There you go. Now it's on Lee targeting the U. S. But let's say it's a local business. Let's say there are New York business. Ah, and that would be then Onley relevant to to New York. So type that in so new New York, United States, add, Um And then when we do that, we need to remove the United States as well. Otherwise, the you know New York will be targeted, but everything else will be as well. So we removed that and save. And now, boom. Now you're targeting just New York. You know, very important languages, English default. And, you know, depending on the campaigns that you're running, you know, just something that you want to you want to be aware of. Make sure your ads air showing in the target language that you're going for shopping channels not relevant for search ads. Um, bid strategy. Let's take a look at this quick. So, um yeah, I think its best Teoh in general manually set your bids. Then you want to, you know, monitor and check over them so you can adjust them, you know, as you Ah, you know, as you see fit. Uh, if you want Tom Edwards to, you know, kind of help you a little bit. It gives you less control than you can let them either, You know, let them handle that with having them setting your bids, Aziz. Well, as you know, you can have Edwards than focus on conversions as opposed. Teoh just clicks. But when I do all my campaign, just do manually set the bids budget, you know, of course, got to be aware of that. So you know what you're spending from delivery method? So a couple different things to different options. Here, you can have your ads shown evenly over time, or they can be shown accelerated. So we set our budget at $10. And let's say, uh, this is, um you know what's so we hit our budget, and most days we hit our budget by, ah, you know, earlier in the day by, say, three in the afternoon. Um, you know, if we keep the deliver delivery method at standard, that's going to be, you know, kind of showing the ads with the idea of trying to, you know, space them out, get clicks over and over the course of the entire day, whereas he accelerated, is going to show them as much as possible until you hit that budget. So just, you know, to keep in mind two different different options there I I usually do. I usually do accelerated because I'm trying to, um, you know, I'm trying to get the most clicks possible, and you can do accelerated and then raise the budget. So there's that add extensions. We will talk about a little bit later. So some or advanced settings at the schedule this is this is an important one, so the ads schedule. You can choose when the you know when your ads are showing. Right now, the default is 24 hours a day, seven days a week. But for most advertisers, that's probably not going to be the most effective, you know, think about when you're, you know, when your target customers target audience is going to be searching and you know when they're going to be most likely to be, you know, buying or searching for what you have. So in general, I'm going to say that's going to be, you know, during the day, um, and you know, weekends too But so for that suit custom schedule so we can do all days kind of as a default all maybe set mind to like, uh, 7 a.m. to 7 p.m. and boom. So now we have the ads only showing from seven AM to seven PM Monday every day of the week , Monday through Sunday kind of cuts out the later in the evening and Theo the middle of the night. So that's, you know, depending on what's your bending on your business spending on what you're selling, what you're promoting. Um, you know, different schedules could be b'more optimal for for your business. But you know something to keep in mind, especially if you're, you know, selling a you know, a service. And, you know, people probably aren't going to be so say, if an accounting service, I doubt, you know, people are really going to be generating enquiries at, you know, three in the morning. So that probably would be a wasted click are wasted spend on a wasted click. All right, so we got the ad scheduling. We just set up, um, ad delivery. So this is something that's also important to look at, so the default is optimized for clicks. So this is means Google is going to show the ad that they think is going to get the most clicks. Um, that's okay. I personally like to have them rotate, rotate evenly. Um, this is because I like to optimize using my own data, so I like having I like to split test the ads, which will get into a little bit later. And the best way to get accurate data on that is to have the ads rotating evenly. But you got some some different options for your ad rotation experiments is ah, we don't really need to get into that. I p exclusions don't really need to get that either swells the tracking girl and dynamic search ads. Um, okay, So the other thing that is important to note is going to be device targeting here. So the three different categories of device we got computer mobile devices, full browsers and tablets. The default is going to be Have them all, you know, with the same. You know, the same bid that is Ah, it's not recommended. I think it's better to specifically target computers or mobile, depending on what it is we're advertising for and as a general rule of thumb, Li Jen. So if we're trying to get, you know, clients for, say, an accounting firm, a law firm marketing firm, you know, leads are usually easier generated or better generated If you're targeting a you know, targeting mobile device whereas sale, you know, if you're selling a physical product, those are going to be more. Those are more frequently generated on computers, which kind of makes sense. If you're, you know, say you are out. And, um, you know, you chip your tooth and you need a dentist. You're probably gonna be on your phone search on your phone. Okay? I gotta find a dentist. I'm gonna do the search and, you know, call. So you want to be, you know, definitely want to be showing up on mobile if you're advertising something for lead gen. Whereas, you know, if you're looking to buy a coffee maker, you're probably gonna be sitting at your computer browsing and, you know, by as opposed to sitting on your phone, and then you choose something that you're gonna buy. So here we can could make some bit adjustments. So the mobile we're gonna increase it by 100%. Um, if we're doing legion and you know, if we're doing if we are doing sales, then we're going to decrease the mull bid. Um, yeah. Then decrease the mobile bid by 100 that's going to you. Keep that computers bid higher and well, more exclusively be targeting that. So there you go. You know, ah, lot of settings a lot of stuff to, you know, play around with. But I hope that gives you some good ways to start and some insight into how to optimize your AdWords settings. 13. Action Item: Optimize Your Settings: Now go ahead and optimize your campaign settings. So we want to go through and make sure that thes settings air going to put us in a position for the most success. So take a look at, of course, location. Make sure that your ads are showing and on Lee showing for the for the locations that you are targeting the time a day of the ads. You know, if you don't think that your customers or leads are gonna be looking for your product or service in the middle of the night, you know, turn your ads off during that time, so we're not wasting that spend. Also, take a look at some of the device targeting options as a general rule mobile for legion and desktop for sales. So you can, you know, add or subtract your bids based on on the devices accordingly. So go ahead and optimize your settings that will such you and your campaign up for the most success 14. Ad Extensions : the next thing that I want to talk about are adding, add extensions. These are It's like additional information that you can add onto onto your ads that is going to give them, you know, make them stand out a little bit more as well. As you know, probably increase your click through rate. Just, you know, have your ads perform better. So take a look at this keyword Search it Accounting services, New York and so down here you see, we've got to thes thes links down here. We got assurance, consulting, construction report, pricing options, context. Esther's used testimonials, etcetera. So these are eyes. This is one type of extension. These are site extensions. So instead of so here we've got, we click this. It's going to go to whatever their landing page. But we can dig a little bit deeper, and you know, there's, ah links to some of these other the other pages on the website that are displayed down there, other ones. So if you see this ad over here, you'll notice there is an address showing up a swell as a phone number. So that is going to be a location extension and a call extension. Those along with the side extensions are important because they, you know, they make our adds more valuable. Have our ads provide more information to the searcher is going to give them more clicks And , um yeah, is ah generally just, you know, good practice. So let's hop over into AdWords and see how we can set these up. All right, So Ah, here we are is in, um, the click on the campaign. Then you see this tab here? We've got add extensions. So over here we have the different addicts and Theo extensions we can add. We got site links, location, call, APP review call out, etcetera. Just gonna talk about the 1st 3 right now. Um, the site links are really easy to add. You see, Go here, click. Add extension. And once that loads, it is going to There we go. Um, now we So right now, there's no site links when add new site link link, Tex Like we saw the link text in the add examples, we can just say audit services. The link you Earl W w dots counting dot com slash audit. Whatever. Um, there you go. Let's save it And now we have a ah, a site link. So we'd want to, you know, ads, site links for the relevant pages. The additional pages that we that we want to, you know, be displayed with our ads. So we go site links real simple location extensions. These are a little bit more tricky to set up just because it can't be done all in AdWords. So, uh, thes have to be done on account level. So as opposed to the site links, which we can we can specify by campaign was only one address for the account. In order to do this, see through click add extension, you need toe link Google my business with your Google account. So you have to set up a Google my business account, enter your address, and then come in here and and link it. Right? So that's the location. And last we've got the call extensions again. These Ah, no, that's again having the phone number displayed, which are, you know, good. Especially for trying to legion. Do you add extension? No, um, the audit services. And once that finishes loading going to add a new phone number, add um 99999 Whatever. Um, so there's a couple different things that we can set up. Um, can have, like, a Google voice number. A swell as there's Ah, this option here allows it. Teoh kind of like help Google track it. Um, or we can just have used my own phone number, which is up there, show the following links my website and a phone number or just the phone number probably wants website and the phone number. So and, ah, preference mobile phone number is gonna be, I think, more valuable from mobile. So let's like that. Will save it. Endowed phone number. OK, well, but the use if it's a real phone number, you you get the idea. There you go. That's how you add the call extension. So I definitely recommend adding those three onto your ads. They're going to improve the performance. And again, those three, the site links location and call extensions. There you go. 15. Action Item: Set Up Ad Extension : to maximize the click through rates and the effectiveness of your ads. Let's go ahead and set up some ad extension, so hop over to the add extensions tab and whichever is gonna be, Ah, easiest and lowest hanging fruit for you to set up. Go through the location extensions, call extensions and site link extensions. You know those air going Teoh make your give some, provides some more value with your ads, increased the click through rates and increase your return as an advertiser. So go ahead and set some of those up now. 16. How to Implement Negative Keywords: So we've talked about the different types of keyword matching options, but now need to talk about about some negative keywords. So negative keywords air Q words that we can add that, um, then will stop our ads from being shown for that certain key word. So to give you an example, Well, her first. So so here we are on the ah, The key words for the ah, that campaign that I that I set up See, these there are positive keywords, and then we can go and add some negative keywords. So these are important, Especially if we're targeting broad match keywords. Because, you know, the broad match keywords cast a really wide net and get a pretty wide range of matches. So, you know, if there if we see certain things than, you know, pop up in our search report, then we can, you know, add these negative keywords to stop them from popping up. So that could be stuff like, you know, keywords like free. If you don't want, you know, do pop up for free Or, um, you know, for running with the accounting thing, maybe, you know, you don't want to show you see, you get searches for a bunch of terms related to principal? Um, you know, you'll throw up, you know it can add principles and that you have keyword or ah, another common one, especially if we're talking about advertising for services is going to be different. Certain people's names that you know aren't your name. So say your accounting firm is ABC accounting and you see that your ads or showing up for, you know, for John Smith accounting. That's clearly you know, not someone who's looking for you. You probably don't want to be showing up for that. So you want to add a negative keyword so we can do this. Adam The ad group or campaign level? Um, after this one will just say, Well, do ag group? It's really simple. So we'll do. We don't want, um what? John Smith Free principles. There we go. Save it. And now we have these negative keywords. So that is going to prevent our ads from showing when thes keywords air showing. So if the's keywords are included in the in the search phrase, then our ads, you know, won't show up, so negative keywords are a way to to clean up your your searches to make them more target, especially if we are targeting broad match keywords. So another thing in in Edward So this is going to show the cures, the clicks on our keywords. But these are the clicks for the not it not actually the ah searches that we get. This is going to be for the keywords that we entered where the clicks are. So there's a difference between the keywords that we are, you know, that we're bidding on and the actual search term that we're getting the clicks on so away to see the actual search terms. As we click on this details do a search terms All the ads haven't been showing, so nothing's gonna show up there. But if you click on that, this is going to show you. The exact search is that you're actually showing up for really important to monitor this because you'll see what the you know, The actual search terms are, as opposed to, you know, just the keywords, which again, if we're targeting broad match, there could be a wide range of search terms that you're going to show up for for each keyword so um you want to be monitoring this? You know, again, if you just click in the keywords, details, search terms, all this is going to bring up that, you know, the actual search term list. Then we can use that to you. No further filter and add on some, you know, add on some negative keywords to tighten up our searches. So there you go with the negative keywords. 17. Action Item: Add Negative Keywords : Now let's go ahead and add some negative keywords to prevent our ads from showing on things that we don't want to be seen for. So some negative keywords that you can get started with things like free. Um, you can add some different locations that are not relevant to your business that you you don't want your ads to show up for when. When someone is searching, you can add different names of maybe competitors that you don't want your eyes to show up for. You know those are some good ones to get started with the negative keywords. But what I recommend for the toe further optimize your negative keywords is to just keep track of your of your search term report and look it. What keywords your ads are really showing for. And as you monitor that, you'll see things that pop up that's you might not want to show up for. And when that does, just add that is a negative keyword. Teoh. You know, further trim the unnecessary clicks that you're going to get. So but for now, get started. You know, brainstorm some key words that you don't want to show up for and add them to your negative keyword list. 18. Ads: Now let's dig into some writing ads and add writing strategies. So, uh, here it is whipped up a couple different ads for our audit Accounting Services ed group. So a couple things you want to include with your ads when possible, you want to include the target keywords. So some of the key words that were targeting, or things like audit services, audit, accounting services and we want to include those in our ads. You see, we've got audit accounting services, audits, audit services, audit again, Um, accounting, audit services. You know, this is this is important because that is, you know, going to help increase the quality score were targeting key words about audit accounting services We have. You know, we have those same keywords in the ads that were writing and, you know, thea Page that were then, you know, sending the traffic to should also be speaking directly to those keywords again that's going to, you know, give us the highest quality score gonna make our adds the most relevant, and it's just yet it's gonna make our adds the most relevant. If someone is searching for things about audit accounting services, you know they will they like to see those words showing up in the ads going to attract more clicks and get you a better a better click through rate. Um, also, you want to include a call to action. So you see, at the bottom, the last line here called today for a free quote called today for a free quote. Um, called today for a quote. Call today for a quote. Um, you know, we want to, you know, lead them into whatever it is we're doing. You know, call for a quote shop today. You know, check out our store. Um, you know, view our view, our services, You are products, Whatever. Ah, it's good to include ah, call to action for what? We know what we want that that, you know, browser to do. And then the last thing here, just ah away that I like to structure my adds to, um, you know, set them up to be optimized and, you know, continue to increase the click through rate. Also, I guess. Ah, step back a thing. You know, with these ads and with AdWords in general, a lot of it is just about testing. You know, we start with some keywords that we think can have success with ads that we think will get people to click. But you're never really going to know until you try it. And so it's not as much about about getting it right on the first time. Uh, then, you know, continuing to improve and, you know, monitoring What's we monitoring what we're doing and tweaking so that we can, you know, improve on the conversions and the click through it on the ads, etcetera. So a good way to set that up for the ads and see what I've done here is basically you have 22 headlines and two sets of copy. So this we've got audit, accounting services and trusted audit services. And let us take the worry out of your audit call today for a free quote and quality and honest accounting quality and honest accounting. Audit services call today for a quote. So to copy, um, to headlines and, you know, just kind of mix and match and then let the ads run and have them, you know, be rotating evenly throughout, You know, whatever your time, period. Then when you go back and check, you can see which of those is going to be performing the best. So which ones have the, you know, have the best click through rate? And then you can you know, from that, you know, say, let it run for a couple of weeks or maybe a month, depending on you know, how many clicks air? You know how many impressions your ads are getting, You know, let it run and then optimize. So let's say, you know, let's say this one is You know, this ad gets the best click through rate out of the other ones. So what we can do then is, you know, keep this and then split test it with, you know, with, um, a different headline or different copy. And, you know, the goal is just to new again continue to improve and by having, you know, by split testing Thea, two headlines into copy. It's a way to systematically do that. Um, yeah. So there you have it with abs. Um, you know, if you get four room up there to headlines, two copies include a call to action include the keywords and split test. You will? Yeah. Um, be off to a good start and well, on your way, Teoh Some high performing ads 19. Action Item: Set Up Ads Split Test: let's now go and set up some ads. So with the ads, remember the technique that I laid out split testing four of them. So have to headlines and to two sets of copy and, you know, mix and match one each headline with each set a copy. And that way you're gonna have four ads that you can run and see which ones get the most clicks the most engagement. Generate the most sales and then, you know, further optimized from there. So remember, with the ads, you want to include a call to action. You know, try to include those keywords that that we're targeting so that we're gonna be able to get that high quality score. So go ahead and jot down split tests for for some different ads Now, Also remember, the biggest thing with ads is are the biggest way to evaluate ads is going to be, you know, just testing things and seeing what works seeing when not work. So don't get too hung up. If if you're having difficulty coming up with ads, just get some up that that are running so that then we can get some real data, see what's working see what's not working and, you know, tweak and optimize from there. So go ahead and set up some ads now. 20. Understanding Your Analytics : so really, really, really important to be aware of if you are, you know, if you're getting into playing around with paying with paid traffic is your analytics. You need to pay really close attention to them because that is going to show you what's working, what's not working and can provide some really valuable insights. So here is Ah, here's Google Analytics. The back end will do a quick tour around of some stuff that you want to look for. So if you go on the side here under acquisition, we can look at all traffic says for a ah ah, client of mine. We see Google CPC. One place we can click on it. There does is just from, uh, one day screen up here. You can choose Thea the time period, and so, yeah, it's too quick breakdown of what this stuff means. So Sessions is how many, Basically, how many clicks you got. Percent new sessions is going to be off those clicks. How many are new visitors versus returning visitors, so new users and so 11 out of 13 is going to get you that 84% um, bounce rate. This means the rate of the rate at which people go to your sites and leave with only didn't leave without clicking on more than one page. So they click your ad, they go to that page and then they bounce off. That's gonna count as a bounce. So in general ah, higher bounce rate is worse and a lower bounce rate is better. Bounce rate, though, is not a is not a perfect stat because a bounce it's considered a bounce If you Onley stay on one page. But if you stay on that one page for 10 minutes on and then you leave that you know still could be equality visit but would be considered a bounce. So keep that in mind. Bounce rate isn't isn't perfect, but it could be a good indicator of how your traffics performing pages, this procession. So how many pages that person visited from that clique? You know what this, in general more pages procession is better, is going to show better engagement and average cess in session duration. You know, it's gonna be how long they spent on your site. The ah, you know, a general rule for that again is going to be you know Mawr, the longer the better. Now, over here, we've got conversion. So this is an e commerce store. And so there's conversion tracking that you can have set up. But otherwise there's different goals that you can set up in your analytics that are really important, that you'll want to. You know, having the gold set up is nose crucial to be able to track the effectiveness of your campaigns. I'll show you how to set those up in a second anyway, So this gives us, you know, this gives us some data. There's a couple you can view this same data in some different places. So another place you can look at is here under the AdWords tab. This will break stuff down by campaign by keyword Click on search Query. So this is going to be the same as within AdWords. When you look at, like all search terms from from the keyword tab, the search queries is going to show you all of the you know, all of the actual search terms that you're showing up force. That's good to monitor to see, you know, if your broad match keywords are getting you quality clicks, Teoh monitor for negative keywords to add. Yeah, yeah. Lots. Lots more information here the hour of the day. It will show you when you're getting your clicks. The destination. You RL's? Um yeah, lots of Ah, a lot. A lot of good good information there. Out of respect to the client, I'm not going to, you know, dig in too deeply into their analytics account. But, ah, if this is your analytics account, you definitely should be looking at all these tabs. A zwelling. Just your your analytics. In general, it's really important. That got a lot of good information there. But I want to talk about some goals, so in conversion, so we can go down here. See, we got the goals. Overview. Want to see if we can. Okay, so this is only for one day, not a not a ton of information. But if we go to admin and we want to Well ah, First it's important to have make sure the AdWords is linked, so, yeah, be a first step is on the AdWords linking. There's a way to do that within within AdWords as well. But you got to make sure that your accounts are linked but on to the goal. So we see over here, we got goals. What we can do, There's a couple there is pretty easy to set up, so Ah, here we go. Um, click the goal set up. Have the template could do, you know, different. Um, you know, different. Ah, things that they have, you know, different evidence that they already set up for you. But let's say ah, scheduled a visit or make an appointment, or you can just do, ah, customs just run with make an appointment next step or we can make this whatever we want. Um, let's just say contact form submission. Now, what we can do is, uh, set up different types of goals here. So have a destination. So that's gonna be is if someone reaches a certain page, uh, it's gonna register as a gold completion, so that could be like a success page or a thank you page a duration you could set it. So if somebody spends longer than x amount of time on your site that that, um, couldn't counts as a conversion, um, you know, pages visited procession. So, you know, mawr than however many pages is gonna count as a conversion and or you can do, you know, an event for this one will just say destination next step. So we'll do destination equal to www dot um accounting firm dot com slash points meant slash, slash scheduled. There's are fictional Earl for the destination page of a scheduled appointment. We can add a value there and this. It's, you know, schedule appointment probably isn't, you know, doesn't really make sense to Adam at a value there, But if it's, you know, made a sale. Ah, Then you could add the at the appropriate value there. And, um, yeah, then to finish it up, we'll just create that goal. And Ah, there you have it. Um, that's how you set up the goals, you know, really important to be tracking things on your ad campaigns so that you can optimize. Uh, yeah. So there you go. Um, dig into the analytics, love it, and you'll find some good stuff there to improve your campaigns. 21. Action Item: Link and Track Your Analytics: it is absolutely crucial toe. Have your analytics and your AdWords linked so you can see what's working, how the how the different traffic is performing. So go ahead. And first make sure that your analytics and AdWords is linked to do this in the settings for in both your Google analytics as well as your AdWords settings. And once it's linked, you know, check and monitor your traffic. So this is really, really important to be able to see what's working. See what's not working, cut out what's not working. Continue to build on what is working. So now go ahead and make sure that your analytics and Edwards are linked and, you know, check it, see what your how your stats are for your first campaigns.