Advertise Professionally Using the New Google AdWords Search Engine Marketing System | Dan Grijzenhout | Skillshare

Advertise Professionally Using the New Google AdWords Search Engine Marketing System

Dan Grijzenhout, Over 35 years of business experience

Advertise Professionally Using the New Google AdWords Search Engine Marketing System

Dan Grijzenhout, Over 35 years of business experience

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19 Lessons (1h 46m)
    • 1. Google AdWords Promotional Video

      3:05
    • 2. What Is Google AdWords

      4:25
    • 3. Why Google SEO is a Necessary Component of Google SEM

      6:08
    • 4. The Art of Search Engine Optimization

      7:15
    • 5. Google AdWords Terminology - Glossary of Terms

      14:34
    • 6. Google AdWords - Access, Menus and Navigation

      2:44
    • 7. Google AdWords Linked Accounts

      3:10
    • 8. Creating Video Ad Promotions Within Google AdWords

      3:49
    • 9. Setting Up Google AdWords Campaigns

      6:35
    • 10. Setting Up Google AdWords Ad Groups

      3:13
    • 11. Create Google AdWords Ads

      4:36
    • 12. Google Ad Extensions - Improving Your AdWords PPC Results

      6:02
    • 13. Using Negative Keywords to Tighten Targeting and Reduce Advertising Costs

      4:13
    • 14. Google AdWords - Quality Scores Ad Rankings and Ad Placements

      5:38
    • 15. Using the Keyword Planner and Forecasting Tool

      9:28
    • 16. Google AdWords Previews and Diagnostics Tool

      7:07
    • 17. Changing Times for Digital Marketing Services Companies courses

      4:45
    • 18. Truth and Statistics - Food for Thought

      7:41
    • 19. Congratulations on Completing This Class!

      1:09
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Google SEM - Getting to Know the New Google AdWords System

I've been a frequent user of the Google AdWords SEM system for many years so it was a real pleasure for me to take what I knew about this system and create an informative class for my students.  There is enough meat in this class that I believe if you get through all the lessons successfully, you will have a good shot at passing your Google AdWords certification exam which can help you promote yourself and even get a job as a Digital Marketing Specialist.  So go through the lectures in this class and then chase after that certification! 

It will at least get you some bragging rights out there in the business world and will look good on your resume!

Best wishes,

- Dan Grijzenhout - Class Creator

Meet Your Teacher

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Dan Grijzenhout

Over 35 years of business experience

Teacher

About Dan Grijzenhout: For close to thirty years, I've been a professional business and information systems consulting professional working to executive levels for both private and public sector organizations globally, a number of which were "Fortune" level enterprises. I've built from scratch, operated and sold an online global payment services company that moves millions of dollars on behalf of its 100,000 plus account holders annually; I've been interviewed on the show "World Business Review" by former head of NATO and Secretary of State, General Alexander Haig, for my work in advanced digital and online telecommunications services and nation-wide online and card based "Loyalty" programs; and I now work at writing books and building training programs to share my years of experience w... See full profile

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Transcripts

1. Google AdWords Promotional Video: welcome to my course advertised professionally, using the new Google AdWords search engine marketing system to begin my introduction. Google AdWords is an equalizer on the Internet and that it allows even people who have built small websites a chance of getting found right alongside large and established corporations by paying fees to Google through the AdWords application. Everyone wanted to get found online conduce so they do it by bidding on keyword phrases tryingto hope it others to get better. Search result positions when consumers use the Google search engine to try to find something the best position to be on a search result pages. The first advertising spot to be displayed on the first page, which will display roughly 11 to 15 search results on any given query process for a searcher. Each page returned will usually return a mixture of paid advertisements and organic search results. The organic search results are usually sandwiched in the middle of the page between paid ads at the top and bottom portions off the results page. Business entities work hard to earn these coveted spots on page one of search engine results, and this process is called search engine optimization, or Seo. The paint results managed by the Google AdWords application is called SCM, which stands for search engine marketing. There is so much content on the in Earth today than any search query completed by a user of the search engine can return from thousands of results to even hundreds of millions of search results. So getting to that coveted first spot on Page one is quite a feat, and you usually have to pay to get there. This training course has been constructed to introduce you to the Google AdWords advertising system. Within this course, I will show you how to get set up and start using it, and I will show you some advanced techniques and strategies that will help you get the greatest bank for your buck when you do use it. These are professional usage techniques that many advertisers who use this system never learn. They can save you a lot of advertising money and can get you greater profitable returns on each dollar you spend within the system. I have been an online marketer using Google AdWords for many years and have run numerous advertising campaigns through it, and this includes Google search campaigns, YouTube video campaigns and working with Google is part of the display network of vendors on several of my websites. The Google keyword planner and I are old friends and I have studied become proficient on the full new Google AdWords products we recently introduced to all of their users. The knowledge I bring to you is current training as of the late summer of 2017. So grab yourself a coffee, a piece of paper and pen to take notes with and get ready to learn how to get your website or video found by others on the Internet by using Google AdWords, where what I teach you will allow you to create effective and competitive adds that will help you to stand out. See you on the inside and bye for now. 2. What Is Google AdWords: Hello and welcome to this lecture, which I title. What is Google AdWords? Google AdWords is an online advertising application designed to allow advertising business entities away to target people potentially interested in purchasing their products and services, finding them on the Internet. Integrated with the Google search engine, which enables over 70% of the Internet search choirs initiated by people in the world today , the Google search engine is by far the world's largest system of this sort, and Google AdWords is the world's largest and most sophisticated advertising platform for businesses. Organizations and individuals with websites who want to promote their online assets now buy assets. I am primarily talking about their websites and certain other related social platforms such as YouTube, which happens to also be owned by Google and in its own right, owns the world's second largest search engine, primarily focused on displaying videos. The two search engines from a Google AdWords search engine marketing or ECM marketing perspective are fully integrated. There are literally billions of Internet findable assets in the world today, and if it were not for search engines such as the Google search engine, your online website or other findable assets would have little chance it all off ever being seen by generic search phrases known in Internet speak as keyword phrases or keywords. Search phrases. Google AdWords is an equalizer on the Internet and that it allows even people who have built small websites a chance of getting found right alongside large and established corporations by paying fees to Google through the AdWords application. Everyone wanting to get found online conduce so they do it by bidding on these key word phrases, trying to outbid each other to get better. Search result positions when consumers use the Google search engine to try to find something the best position to be on a search result pages the first advertising spot to be displayed on the first page, which will display roughly 11 to 15 search results on any given query processed for a researcher. Each page return will usually return extra of paid advertisements and organic search results. The organic search results are usually sandwiched in the middle of the page between paid ads at the top and bottom portions of the results page. Organic search results are results that people did not pay for these air. Google's top picks for places to send people based on information they contain in their database is being the best place to send someone for a particular keyword phrase. Business entities work hard to earn these coveted spots on page one of search engine results, and this process is called search engine optimization, or seo. The paid results managed by the Google AdWords application is called SCM, which stands for search engine marketing. There is so much content on the Internet today that any search query completed by a user of the search engine can return from thousands of results to even hundreds of millions of search results. So getting to that coveted first spot on page one is quite a feat, and you usually have to pay to get there. This training course has been constructed to introduce you to the Google AdWords advertising system. Within the course, I will show you how to get set up and start using it, how to use it as it is designed to be used, and I will show you some advanced techniques and strategies that will help you get the greatest bang for your buck. When you do use it. These are professional usage techniques that many advertisers who use the system never learn or even know that these features exist. And they can save you a lot of advertising money and can get you greater profitable returns on each dollar that you spend within this system. So grab yourself a coffee, a piece of paper and pen to take notes with and get ready to learn how to get your website or video found by others on the Internet by using Google AdWords. See you on the inside and by for now. 3. Why Google SEO is a Necessary Component of Google SEM: Hello and welcome to this lecture which I title. Why is Google s CEO a necessary component of Google ECM? If one were to look at the world of Google superficially, one would think that all they had to do was sign up for Google AdWords account and they could then place advertisements for a website. And Google would put their ads and favorable spots in search engine results so that fees could be earned on PPC clicks and people would come to your website where you could then sell your products and services to this increased traffic to make a profit. Will they be mistaken? Google looks at many things about you and your site behind the scenes to determine whether or not you're attempted. Advertising with them will be rewarded with favorable positioning as you spend advertising budgets with, um and these things mostly have to do with the CEO. The first thing you need to realize when advertised on Google is what Google's prime objectives are. And one of the key things here is that they're looking to put quality search result content in front of those using their search engine. They want consumers of content to find what they are looking for when they search for something, and from whatever technology platform they choose to search from, including desktops, tablets and mobile devices. In fact, their mission statement even states this. And here's what the mission statement says to organize the world's information and make it universally accessible and useful. Keywords in this mission statement spell out that they want to provide organized information, which means logically presented, linked in complete, and that this information be universally accessible. That means that all devices can be is to access it and for many location, and that it is useful. And that means the information has quality and has depth, and it meets the informational needs of the person requesting the information. So now let's look at placing your paid ads within the Google AdWords environment to try to gain some traffic from them. Let's start with the first obvious question. Does Google know who you are? Well, I submit to you that they want to know the answer to this question before they blindly accept your advertising money and put you in their best spots through their search engine. To be known by Google, you must have registered your site with them through the Google Web master console. And this means, at a minimum submitting a site mapped on XML file for your site and getting your Web Pages index within their search engine. And this means both your desktop Web pages and your mobile pages. Well, these air both s e o functions as of January 2017 year website must also be responsive and must load onto viewing platforms within the 2 to 4 seconds allowed by Google. This means Web pages must render properly on mobile devices as well as desktops, and that they must load quickly, which often means pages need to be optimized for performance as well as content. Again, these Air S CEO tests that you will need to complete when you register your site within Google, you're also letting their Google bought WebCrawler, reach your Web pages and ingest the content. It finds all pages into its search engine databases. This is how Google gets to know you. If your content does not align with your Web page titles and descriptions, they will not rank you highly. As a quality information source. Google also looks for things like rich text on your site to decide how it will rank your site internally. They know people don't like to read text these days, and so they look for things like images and videos on your Web pages, and they reward those that air, including them. Further, they are rewarding those sites that are doing a good job of naming their images and videos . So they're checking out your alternate titles and titles for image names. Calling something image one Does You No good s CEO wise? Are you building out your site over time? Are you making good use of accurate text descriptions to link to further meaningful and related content to a key word being searched for on your site and has your site been earning Quality back link, smother Internet locations and third party sites? These air Alessio items that get registered into their search engine database as Google gets to know you to decide for themselves whether or not you are worthy enoughto, have searchers be sent to your site when you choose to advertise, Google gets millions of paper click advertising requests from people and companies wanting to promote their sites, and many key word phrases are in so much demand that you often will see the price per click charges increased significantly unpopular search phrases. So now let's assume that you have placed your ECM advertisement and they're hoping to rank well enough to get Google to put you onto the first page of their search results. You will often find yourself in competition with others trying to get to that first page position for the sponsored at to get there. If your site is not highly ranked, means that you will have to outbid others who have better rankings and are competing against you for those coveted positions. This means about having built a quality relationship with Google s CEO wise. First, your advertising is going to cost you more. Remember the year trying to replace someone Google likes and trust and wants descent to the information consumer typing in those keywords we will never know. The exact formulas the Google used to put individual adds on to page one of their search engine results when certain keyword phrases air used by consumers. But we do know the principles there following as they make those decisions, and it isn't just money paid that gets the job done. S E O plays a very important role in being successful as you create PPC advertising campaigns on Google. AdWords That's all for this lecture. Bye for now. 4. The Art of Search Engine Optimization: Hello and welcome to this video, which I titled The Art of Search Engine optimization. Search engine optimization, or seo, is the process of, or a series of steps that one takes in an effort to make their Web site or other online assets more visible to others when others air searching for content online using search engines. This is also often referred to as positioning one's assets to be found by organic searches as opposed to pay per click or PPC advertising, where you pay a fee to the search engines themselves so that they will help your site to stand out and be found. So what actually is involved in this process called S E O? What are the steps you want to take to build out your online assets so as to be more easily found? My list below is by no means complete, but it will serve to give you a solid or review two tasks you can't complete to make your site more visible. First, you have search engine registration. The first thing you'll want to do is to get your website registered with the search engines themselves. Most search engines offer you a method whereby you can tell them about your site and site ownership, and you can also tell them what Web pages exist on your website through submission of what's known is a site map dot xml file search. Engine it. Xing is next here. You want to tell them more about your individual Web pages so that this information can be stored and indexed in their internal databases for use. When people are making organic searches, each search engine has their own method of accepting your webpage indexing requests. For example, you haven't been allowed to submit 10 Web pages for indexing a day. And Google, the largest search engine in the world today provides you with a webpage indexing request to called fetch as Google. Here, you can enter your pages to be indexed. Remember that when using the still to register each page as a standard webpage, you also will need to register the same pages separately for mobile pages if they are mobile, responsive in construction. As Google maintains separate databases for mobile pages and to get found organically on a cell phone, you will need to have them registered in the second databases well, wind building this is the Arctic building links back to your site for mother quality Internet locations usually owned by others. This is often done by leaving posts on other forums, asking other side owners to link their sites with yours. Building a presence on social media platforms such as Facebook, Twitter interest, instagram, reddit, etcetera and tying your presence on those sites back to your website. Writing articles and press releases that mentioned your site. Posting videos to places like YouTube and video that can tie back to you. Publishing e books and more. The more external back links you can create to your site, the stronger your site looks in the eyes of Google and other search engines, and the better your site will rank within those engines organically. But remember, they have to be quality back links from sites that Google likes on site optimization. There are also things you can do within your own website to strengthen your S E O rankings . With search engines, you will be wanting to do keyword keyword phrase research as he build Web page titles and write content for those pages. Do the same for images you use, so they are well described link pages together so they can keep people on your site longer by easily giving them more access to additional related content on your site. Create anchor text on your site, which means taking strong keyword phrases and embedding hyperlinks to other locations on site and off site. Behind this text content creation. Right your website content in such a way that the Web page title and description are supported by your content. Words as close to the top of each page is content as possible as this helps. To validate these pages is being riel active value to the search engines when they render pages to their own content. Consumers use of videos, audios and images. Use them liberally on your site as search engines know that people prefer to watch videos, look at pictures or listen. The audio's more than they like to read text. See Use this strategy and be sure to ritually describe them within your Web pages metadata and also submit them for indexing to the search engines as well. It is tedious work but will pay significant dividends to you over time. In terms of psych visibility. Build your Web pages to the mobile responsive. These days, search engines such as Google will not even display pages that are not responsive to people making organic queries for content through cell phones. If your Web page is not responsive, you will not be found. Build your Web pages natively as opposed to using templates wherever possible and test them for speed of loading. If you went pages and in particular your mobile Web pages, do not look completely. Within 2 to 4 seconds, your page will be penalized or not even be display able through organic search template pages tend to be fatter, so they take longer to look, which is why I make this point. Also, keep your image sizes small. Four megabyte images take much longer to load than a 20 K image. Do competitive analysis on your keyword research and where you place those keywords in relation to your competitors. Look at what is making it to Page one in organic. Search for keywords and phrases you wish to rank for and research how hard it would be to displace them to get your content showing up on page one instead. And there are a number of tools out there that can help you make this job easier. The bottom line knows that you want to get to page one when ranking for the words and phrases that you choose and how to use them for s CEO effect on your site. You don't want to do all this work. Drank on page 10 where much fewer content searchers get to search engines, build informational dashboards for you to see how they're seeing your site and what errors they're finding on your site. And they often will offer suggestions for fixes and improvements used. These dashboards Get all you can from them about your sight's quality. Make the fixes and let them know when you have fixed it so they can re crawl your site to register that it has improved. Doing this work is very important to maintaining good search engine rankings in summary above her just some of the core things you will need to be doing toe have a shot at getting into Page one in search engines. Organically organic ASIO takes a lot of work, but those that put in the time to do this work on their sites are rewarded with organic traffic, improving Organic s CEO should be a continual process for any company trying to do business online traffic is money and the fathers are doing this and you are not. They will be the ones making the sales that you want to get. Often doing this well means business survival itself. That's all for this video. Thanks for watching and bye for now. 5. Google AdWords Terminology - Glossary of Terms: Hello and welcome to this lecture, which I title Google AdWords terminology. A glossary of key terms, this lecture videos to give you an understanding of some terminology you will need to get familiar with As you go through this course, come back to it at any time. They feel you need to refresh yourself. Note these terms and definitions air pulled together from various Google AdWords help documents. So it is their definition. Furby. It's that you will be reading as you go through this lecture. I've just done the work of pulling them all together in one place. By the way, this is by no means a complete list. These air their basic overview terms to help you understand the application and how it works. This is a huge application, and you will find is you work with it many additional, more in depth terms you will learn about. But at least here you've got something to get started with. Okay, first, the definition of the application itself. Google AdWords, Google AdWords is Google's online advertising program. Through AdWords, you can create online ads to reach people at the exact moment when they're interested in the products and services that you offer. Google AdWords is a product that you could use to promote your business. Help sell products or services, raise awareness and increased traffic to your website. AdWords accounts are managed online so you can create and change your ad campaign at any time, including your ad text, settings and budget. There is no minimum spending commitment, and you set and control your own budget. You choose where your AdWords ads appear, said a budget that's comfortable for you and easily measure the impact of your at next is that group. And that group contains one or more ads that target a shared set of keywords. Each of your campaigns is made up of one or more at groups. Use had groups to organize your ads by a common theme. For example, try separating ad groups into the different product and service types that you offer at location. Show your ads on Google search results pages on websites that are part of the Google search and display networks, H location and language. Choose the age, geographic location and language of your customers campaign. Well, this is a set of ad groups such as adds keywords and bids the chair, a budget location targeting and other settings. Campaigns are often used to organize categories of products and services that you offer. Your AdWords account can have one or many ad campaigns running of anyone. Time. Each campaign consists of one or more ad groups said it is that you can add it at the campaign level, include budget language, location distribution for the Google network and more. You can create separate ad campaigns to run ads in different locations or using different budgets. Next is quick when someone clicks you're at like on the blue headline of a text Dad. AdWords counts that as a click, a click is counted even if the person doesn't reach your website, maybe because it's temporarily unavailable. As a result, you might see a difference between the number of clicks on your ad and the number of visits to your website. Clicks can help you understand how well you're at is appealing to people who see it relevant. Highly targeted ads are more likely to receive clicks in your account statistics. You'll see the click through Rate, or CTR, which tells you how many people who have seen your ad end up clicking other targeted settings. Note that a good CTR is relative to what you're advertising on which networks to help increase your clicks and CTR. Start by creating great add text and strong keywords to make ads that are highly relevant and very compelling to your customers. Daily budget. This is an amount that you set for each ad campaign to specify how much. On average you'd like to spend each day, you said an average daily budget for each AdWords campaign. And then the system will aim to show your ads as much as possible until your budget total is met. Once your budget is reached, your ads will typically stop showing for the rest of that day how quickly your ads air shown during a given day is determined by your ad delivery option. It is possible that you'll be charged less or sometimes slightly more than your average daily budget amount on any given day to help make sure that your ad can run a little more on days when it's very popular. Your daily act budget is used like an average on any single day. You can receive up to 20% more and costs than your daily budget, but other days will be capped at a lower amount to make up for it. This is called over delivery, however, in a given billing period, you never charged more than the average number of days in a month, which is roughly 30.4 times your daily budget for campaigns that air paused in the middle of the month or that otherwise, don't run for the full month. You may see discrepancies between your average daily budgets and your total charges. A dashboard Well, this is a visual and customizable summary of your accounts. Performance data dashboards air created by inserting scorecards, charts, tables or notes on your performance data and representing them in a customizable grit. You can place these cards on any square in the grid within your dashboard days, times and frequency. Show your ads during certain hours or days of the week and determine how often your ads appear. Default values, default values and add customizers allow you to provide an alternative value for each piece of customized text in your ass. So even if you're not using a data feed, your ads will always show Well, let's say that you're running a campaign to advertise your sweet shop, and you have an ad group that promotes your chocolate sweet products. The snippet of code that you insert in your ad text might look like the following brackets equals product feed dot candy type coal and chocolate. End of bracket. Doing this means that chocolate will show when the type of confection can't be inserted in your at default values. Air optional. However, if an ad contains more than one ad customizer, default values must be provided for each customizer destination you are. Well, that's the URL address of the page on your website that people reach when they click your at. By the way, the domain of the destination you are. L needs to match the domain of your display. U R l devices. Your ads can appear on all types of devices and you confined to in which devices your ads appear on and when devices can include computers, tablets and mobile platforms. Such a smart phones that display U R L is the webpage address that appears with your at and it's typically shown in green text. Display your else, get people an idea of where they all arrive at after they've clicked on an ad final. U R l That's the U. R L address of the page in your website that people reach when they do, click your at the domain of the final. Ural needs to match the domain of your display. U R l The finally Orel isn't displayed on your ads. That is to say that the U R L shown is your display. U R L Google Account a Google wide user name and password that can be used access various products, including Google AdWords. Your Google account also contains information that applies across products such as your preferred language and some privacy settings. If you created an AdWords, a counter of where you have signed in tow, access any Google product, then you've created a Google account. A Google account can be associated with up to five AdWords accounts, including manager accounts. Next, we've got impressions. Well, what's an impression? While an oppression is counted each time your ad is shown on a search result page or other site somewhere on the Google network, each time that you're at appears on Google or the Google Network, it's counted as one impression in some cases, only a section of your ad may be shown. For example, in Google maps, we may show only your business name and location, or only your business name and the first line of your at text. However, when someone searches using Google Instant, an impression can be counted when one of these occurs. First, a person begins to type and then clicks anywhere on the page like a search result at or related search person types of search and then clicks. The search button presses enter or selective predicted query from the drop down menu, or the person stops typing and the results are displayed for a minimum of three seconds. You'll sometimes see the abbreviation I. M. P R. In your account, showing that these air the number of impressions for your at keywords, their words or phrases describing your product or service that you choose to help determine when and where your ad can appear. The key words that you choose air used to show your ads to people. Select high quality, relevant keywords for your ad campaign to help you reach only the most interested people who are more likely to become your customers when someone searches on Google, your ad could be eligible to appear based on the similarity of your keywords to the person search terms. Keywords are also used to match your ads to sites in the Google Network that it related to your keywords and your ads. A great keyword list can help improve the performance of your ads and help you to avoid higher prices for keywords. Selections can ultimately cause you to have higher prices and lower ad positions. You can add match types to your keywords to help control, which searches your ad can be matched with. Next, there's landing Page, the Web page where people end up after they click your hat. The Earl of this page is usually the same as your ads. Final URL. For each ad, you specify a finally or out to determine the landing page where people are taken when they click your at Google's policy. Is that your landing page and display? U R L that is the Web page showing in your ad must share the same domain. Your landing page experience is one of several factors that helps to determine a keywords quality score the experience of a landing page is represented by such things as the usefulness and relevance of information provided on the page, the ease of navigation for the user and how many links there are on that page. Next is maximum CPC bid, which is cost per click a bit that you set to determine the highest amount that you're willing to pay for a click on your at. If someone clicks your ad, that click won't caught you more than the maximum cost per click bit. For example, if you set a £2 maximum CPC bit, you'll never pay more than £2. Reach click on your ad. The actual amount that you pay is called the actual CPC and has shown in your counts. Average CPC call. AH higher bid generally helps your ad show in a higher ad position. On the page, you will choose between manual bidding, where you choose the bit amounts and automatic bidding where you set a target. Daily budget in the AdWords system automatically adjusts your max. CPC bids on your behalf with the goal of getting the most clicks possible. Within that budget. With manual bidding, you'll set one maximum CPC bid for an entire Agrippa, but you can also set different bids for individual. He works. Quality score quality score is an estimate of the quality of your ads, keywords and landing pages. Higher quality ads can lead to lower prices and better add positions. You can see your quality score, which is reported on a 1 to 10 scale and its components expected click through rate ad relevance and landing page experience in the keyword analysis field of your account, the more relevant your ads and landing pages are to the user, the more likely it is that you'll see higher quality scores, quality scores, an aggregated estimate of your overall performance and at auctions and is not used at auction. Time to determine address and, lastly, relevance how closely the elements of your ad campaign match what a person seems to be looking for your ass and keywords should directly relate to the content on your website, especially adds landing page. When people see your ad, they should be able to understand what kind of product service are other content that they're gonna be able to find on your side to encourage you to create relevant ad campaigns that accurately represent your products or services. The AdWords pricing system is partly based on relevance. A highly relevant ad he worked less than lining. Page is generally rewarded with a higher position on the page for potentially last money. Relevance is part of your quality score formula that Google uses to measure how useful your ad keyword and website are to a customer. Relevant ads tend to get higher quality scores. The terms above now that you understand them, will help you as I take you through the remaining lectures of this cars. So now let's get started. Bye for now. 6. Google AdWords - Access, Menus and Navigation: Hello and welcome to the selector, which I titled Google AdWords Menus and Navigation. The Google AdWords application can be accessed at adwords dot google dot com. You can log into it with your Google log in that works across all Google applications. If you have not set one up is yet just set up a Gmail email account that you want to use for accessing all Google applications and your Gmail email address and password becomes your standard log in access for all Google applications, including email. AdWords, AdSense, YouTube Web Master Consul Google play etcetera. Once you log into Google AdWords, the first free annual view is the Google AdWords dashboard. There are actually a number of menus that you can view and reach from the dashboard. Starting with the campaign menu, which runs down the left side of the dashboard. Clicking on any one of your campaigns will bring it up so that you can view it and edit it . The next menu also going down in over one column from the campaign menu, is where you go to set up new campaigns, ad groups at extensions by at group he words that you want to use and other content usable within the campaigns and ads that you're currently created. There are also three additional menus available to you across the top right corner of your screen. The first of these is your Reports menu, which is shown by three up and down bars. Clicking on it will bring you to a number of standard reports created by Google that you can call up a any time to view various statistics about the campaigns you are running and have run in the past. You will also see a circle of a question mark in it. This is your Google help menu, which you can go to online any time you want to. To learn something more about features within the Google AdWords system and the final menu on the screen is viewed when you click on the three descending dots in the top right corner of the dashboards free. Do you see it click on this one? Now this final menu brings up your account settings options, your campaign planning application links, such as the leaks to the keyword planner in the ad preview and diagnosis application, your Bulk Actions Options menu, the measurement menu for applications such as Google Analytics and finally, your shared library, which provides links to content that you have created and stored within the Google AdWords application, such as your negative keyword lists. Take some time and click through all of these various menu options to walk yourself through the full Google AdWords application suite. There is a lot to see and absorb. That's all for this lecture. Bye for now. 7. Google AdWords Linked Accounts: Hello and welcome to this lecture, which I titled Google AdWords linked accounts to increase the effectiveness of your Google AdWords experience. You can interface it with several external applications. Some are owned by Google and some not. Here is a starting list of applications you may want to consider linking your Google AdWords account to and learn how linking them. Convention fit you as Google phrases it. So in their words. First, we have Google Analytics, which helps you gain insights into the actions people taking your website after an ad, click or impression. Then there's Google play. Create marketing lists based on current users of your application track in application purchases as conversion stick to gain insights into which adds Dr Action and actually have a Google Fire days. Here, you can see how ad campaigns affect APP installs and in APP actions for your Android and IOS. APS use firebase audiences to create mobile app, re marketing lists and see AdWords cost eight it within firebase itself. The Google Merchant Center uses your product data from Merchants Center in AdWords. You will be able to advertise your products with shopping campaigns, dynamic re marketing and more. Then we have YouTube here, you can gain insights into how viewers engage with your videos. Remark it to people who interact with your channel track actions people take after watching video ads and drive clicks with call to action overlays. Here's something they didn't mention. You can't promote your YouTube videos directly into Google AdWords and do the PPC marketing there, and I have a lecture on that Google search console. See how ads in organic search listings performed both alone and together by importing organic search results from the Google search. Consul Salesforce Measure how your online ads drive offline conversions by importing sales . Funnel data from your salesforce dot com sales Cloud accounts now note that you are also able to interface Google AdWords to a number of third party analytics providers or even your own site through customization and implementation of an SDK provided by Google. So a little bit of custom coding on your part can get you another interface. Full instructions on setting up each of the above blink accounts can be found by clicking on the Link Accounts tab, selecting the app that you want to link to and then pressing the plus account button as I like to create video ads and promote them. YouTube was the first of these linked accounts that I created, and I found the process to be quite simple. I just read the details and how to do it that Google provides. And it only took me a few minutes to create the linkage, one of the more important linkages that I then set up where my website properties, which I had registered in the Google Analytics account already. And this link now to Google AdWords has also proved to be a very valuable relationship for me, as I could not get a lot more information That helps me target my business efforts to achieve even greater things. That's all for this lecture. Bye for now. 8. Creating Video Ad Promotions Within Google AdWords: Hello and welcome to this lecture, which I title creating video ad promotions in Google AdWords. At the highest level, there are two main ad types that you can create within Google AdWords search ads, which run across the Google search network, and video ads, which run across the Google Display Network. Most video ads air triggered from within YouTube creators and advertisers create videos and publish them to the YouTube platform. When they then choose to promote these ads across Google, they log into their creator studio count in YouTube and view their dashboard or their list of videos found under their video manager tab. Then they find the video that they want to promote and click on the down arrow next to the edit button, which brings up a series of options, one of which is labeled promote. Clicking on the promote button brings you to the first of your video advertising set up screens. Now remember that you are still working within YouTube, but the moment Google AdWords takes over at the end of the initial ad set up phase for your video on the first set up screen. After you've clicked the promote button, click the promoter Video button shown in Blue. This takes you to the first screen that you enter information into on this first entry screen. Enter your budget amount for the ad that you wish to place here. You can set either a total budget for the full ad campaign, or you can set a daily budget amount. Don't worry about the amount over much as you can change things in Google AdWords later as much as you like next, you then have the option of selecting everyone, which is the Google recommended approach, or define a target audience for your ad. My tip here is to just go with everyone. Wait until you get into Google AdWords itself to start doing your ad audience. Targeting it is much easier to do it that way, and ultimately that's where you will be. Making ongoing changes as you monitor and tweak your ad is it runs. You'll also notice on this screen. The two types of ads are available. There are in stream ads and in display ads now in stream. Ads were shown at the bottom of YouTube videos as they run in display. Ads are shown off to the right side usually videos that you are watching, although their position can change depending on the type of device you are using. Tow. Watch the videos being played. Don't worry about settings here again, I have found that the best strategy for doing this is to allow both in the initial set up phase. And then once I get into Google AdWords after the ad has been approved, I can pause either the in stream at or the in display out at any time I want to, which allows me to do some life testing of my adds to see what is working best. As I make changes, click the next step button to go to the next screen. On this screen, you design your in display at you, work within the space allotted to create your adverb it, and the screen shows you as you type what you're at looks like. I really like that this particular feature works, by the way, Now the last point here, Be sure to make one of your description lines a call to action message of some sort. Select the thumbnail you want to use for the ad and then click the next step button to finish. You are now done. The pre set up for your video at Sign into your Google AdWords account, as shown via the blue button that you see and your initial ad set up is imported into Google. AdWords has a video ad, and now you will be working within it to create campaigns at groups like keywords, etcetera just like a normal at. And then you can publish it and monitored as it runs from within the Google AdWords application. That's how you do it. That's all for this lecture and by for now. 9. Setting Up Google AdWords Campaigns: Hello and welcome to this lecture, which I titled setting Up Google AdWords campaigns. At the heart of the Google AdWords system are the advertisements that you create. The structure for doing this begins with campaigns and add groups in the new Google AdWords system. You first set up a campaign. When you first click on the campaign's tab, you'll see no campaigns visible, so your first step is to press the round blue button with the plus sign in it next to the word new campaign. Click New Campaign a second time when the small window appears and you were then taken to the first new campaign screen where it asks you to pick from one of four campaign types. Selecting the type will determine which Google network or networks your ad will be created for before selecting your campaign type from those listed below. Be aware that Google only has three networks that you can choose from to create ads. For first, there's the Google Search Network. This is for people using Google Search to find information and businesses. Next, we have the Google Display Network, which allows you to place image advertisements on third party websites where site owners allow it, and 30 half the YouTube network, where you can show advertisements that display on videos where video creators allow it, and next to videos that air playing. The first at type here is called an in Stream Mad, and the second type here, where the ad is next to the video, is called in in display. At now, let's look at the campaign types you can choose from to run ads against one or more of the three networks described above. There are four campaign types to choose from. The first is the Google Search Network, within which you will create text ads that will display when people make queries against the Google search engine. Here you will be creating text ads, and you will be able to use such things as Google at extensions, which you may have already previously created. Your next choice is to create a display network at these air image ads of various size er's , such as banner ads etcetera that you can create that will appear on the Google Display Network, which is to say websites owned by third parties that are allowing you to do placement image advertising on their websites in exchange for some earned revenues. Whenever someone viewing one of their Web page clicks on a displayed image at Google tries to place ads on sites that are similar in nature to what the website is marketing so they won't look out of place on those pages and that the types of people attracted to those Web pages are the same types that would be attracted to those types of ads as well. Next, we've got shopping campaign ads, these air new to the Google AdWords experiences, they call it, and not all features have been rolled out for them is yet, But Google teams are working on it. These ads air create herbal Once you have opened and activated a Google Merchant Center account and have linked this account to Google AdWords to find out more about how to open these accounts. Just go to Google search and run a search on Google Merchant Center to find their website. Video campaigns come in two types standard campaigns that run across the YouTube network and across the Google search network and shopping video ads that will require you to have that merchant center account. I mentioned just previously, the Universal App campaign type set up starts with you choosing whether or not the downloadable app you are wanting to advertise runs across android devices or on IOS devices . These ads will, for the most part, be targeting mobile users as opposed to people on death stops. However, these ads will appear pretty much across all Google's primary advertising networks, and you will find these ads appearing on Google Play, the YouTube network, the display Network, and via Google Search. So now let's start a campaign set up example using the first option that of creating a Google search text. At when you click on the Google Search campaign type box, you will see three subtypes appear in a further selection box. The first is a sales subtype designed to help you get clicks that air more likely to lead to a product sale. The second is the leads type, which is designed to help you attract more people to your business, and this is a good one to use if you're wanting to have your add extensions appear within the add on the Google search network, by the way, and the third subtype is website traffic, which also uses the Google search network and add extensions and designed to drive more people to your website. This last subtype is a great choice for you if you want to create dynamic ads where Google actually helps you create your ad headlines based on what the searcher has keyed into the Google search bar. I haven't tried this approach yet, but it looks interesting and I plan to give it a try in the near future. Now to continue on with setting up an example campaign for you. I've decided to go with elites subtype and clicking. This option brings me to the following first campaign set up screen interview recognizable to you in the future campaign name and decide whether or not you just want to run across the Google search Network or also across the Google Display Network as well. Remember that if you were deciding to run across the Google Display network, Google will be asking you to upload new or attach existing at images that can be placed on third party websites. On this screen, you will determine whether you want to create a standard running or accelerated running campaign. Now you can go and check the glossary lecture. I did a while back. If you've forgotten how these work, you want to enter your start inundates for the ad, your ad extensions and call out extensions if you want to use them. And I recommended by the way I see how I use this feature to enhance this ad. Siri's you can, if you want to add a phone number to call if you like, and then press the save and continue button again. The next page allows you to set up whatever advanced features that you like, such as rotating adds dynamic ad creation, etcetera. Go through these to see what each can do for you and then press save and continue again. This brings you to the out of the campaign level, set up and puts you into the first step in the ad group set up. That's all for this lecture. Watch the next video for instructions on finishing up your at group and add set up steps. Bye for now, 10. Setting Up Google AdWords Ad Groups: Hello and welcome to this lecture, which I title setting up Google AdWords ad groups the next level down the tree from campaigns Azad groups each campaign can have, from one to many ad groups below it that air inheriting the set up decisions made from the campaign above it. Add groups can be set up directly just by clicking on the ad groups. Button on the left side descending menu within the AdWords dashboard, and from there you can enter an existing one to make changes or create a new one by pressing the plus button in the blue circle. The other way to get into add grips is by going through the steps of setting up a new campaign. As you go through the campaign, set up steps and keep processing by hitting the saving. Continue buttons. The ad group set up screens will automatically appear is you complete your entries in the campaign set up screens. Once you get to the first of the ad group set up screens, you are asked to create a name for your ad group and enter in your default keyword bid. About this bid price will be applied to all key words that you create at the adverb level, which is the next task you will undertake in the box below the default bid price that you set. You can start adding in your own keywords and keyword phrases for the ad group. AdWords, by the way, recommends that you keep your total keyword list for your ads to under 20 words or phrases . If you need suggestions, the right side box called Get Keyword ideas can help you start by entering the landing page you're at will be taking people to at a brief sentences to what that page and your ad or about and you will see your screen start to fill up with ideas for key words and phrases that you can use for the ad group hitting the plus button beside ideas you like, we'll move them across to the left side box to be used as part of your new ad group. If you hit the at all ideas button, Google will place many phrases into your left side box. So then your work effort going forward will be to pare them down to the 20 or so keywords that are best suited for your at As you work with, adding into leading keywords and phrases from your ad groups, keep a night of the far right of your screen where you can view the traffic estimates section, which starts with your daily budget, said earlier at the campaign level. Usually then takes your default bid amounts for the key words and phrases you are selecting and does some initial calculations unexpected traffic levels. You will receive it your site daily based on the financial settings that you've entered. One really nice feature of this that I like is that if you remember the way that Google at auction process works, you will also see what Google expects. You will have to be paying on average cost per click basis for all the keywords placed in your ad group portfolio. This is a great spot to work with keywords, adding and subtracting them to see the effects that doing so will have on both your daily traffic estimates and your average cost per click or CPC estimates. Once you complete your work in this page, hit the saving Continue button and you are ready to create your ads. That's all for this lecture. Bye For now, 11. Create Google AdWords Ads: Hello and welcome to this lecture, which I title creating Google AdWords ads. Creating your actual advertisements is the last step in the process. After your campaigns and add groups have been constructed because you have done this work already, you will find that your actual advertisements are very easy to create the following slides that I will show you explain why first, before we even start to create an ad. This first visual shows you that the campaign get how to go to training sign ups and supporting at group online. Classes available are already active there. Eligible will be run. They have a daily budget attached of $5 and a maximum cost per click rates. Said it 15 cents for any supporting adds that will be created when you click on the ads and extensions button below ad groups and then click on the blue round plus button to create an add. The following screen appears this screen contains a lot of information for you First had you other ads already created, you would have seen them here alongside the plus create at button so you could go in and tweak existing ads as well as create a new one. Looking at this screen, you will see that first you are within the ad group Online classes available. Secondly, you have already pre selected about 11 key words and phrases for this ad built previously at the ad group level, you have a number of site link extensions that air usable that were built at the overall account level. You have a call out extension and play that was said at the campaign level, and you have the opportunity at this point in time to add in even more extensions, such as a phone number in your ad. Will you finish with this screen and hit the save and continue button? You are ready to start building your actual ladder on the next screen. On this next screen, you start building your ad, putting in your website landing page, your headings. Description, etcetera. As you type, you will see your out develop with individual ad template to the right. Do you notice the cycling cat extensions already visible for your ad? Google has placed some representative ones there for you from those that you had created at the account level. They will do their best to place the most appropriate. Add extensions in your ad that the searcher will see based on his or her search query submitted. When you are finished, press the done button and you're at icon will appear up in the top box of the screen next to the new ad button, as the screen will let you create more than one at a time. At this level, this is often a very useful tool if you want to start off by creating and rotating several ads so as to test which one or ones perform the best, so you can focus on them later by raising their bid amounts on keywords, their daily budgets pausing, poor performing, adds etcetera. This gives you significant control over your ads, allowing you to do split testing and ultimately create the best converting Siris of ads that maximize your conversion rates and minimize your overall advertising costs when you've pressed the donkey, your ad was submitted for review and approval by Google. When the approval is given, your ad will start to run according to the parameters you have set for it to run, such as the start and end dates. For the ad Azan example looking at this last slide, which you can view just by clicking on the keywords menu item in the descending left side menu. While you are within the online classes available at group, you will see that all of your keyword maximum bids air set at 15 cents by default. You can now go into any one of these keywords to change the bid amounts or any other menu items such as demographics, audiences, placements, etcetera and make adjustments as you want to. And don't forget about the keyword planner and forecasting tool set. Coupled with the ad preview and Diagnosis tool set, these are both still very usable tools to bring to play for an ad that is running. Professionals using AdWords are regularly within the application, testing and tweaking running ads to pull the best possible conversion rates out of them while at the same time working to reduce the cost per click that they have to pay out. This is how it is done at a professional level, and that's all for this lecture by for now 12. Google Ad Extensions - Improving Your AdWords PPC Results: Hello and welcome to the selector, which I titled Google. Add extensions, Improving your Google AdWords PPC campaign results. In previous videos, I've discussed why Google s CEO is an important task to complete. Prior to undertaking Google AdWords pay per click advertising campaigns before toe watch Google AdWords tutorials themselves. They will tell you that where you place in a search results on their system when doing AdWords. PPC advertising is a result in combination of your bit price on a keyword phrase combined with your quality score. And this is defined by them as useful information to the consumer, which means, in essence, how much they like your site and its content. There was a lot of competition these days to get to Page one on a Google search engine paid search, and to get there, you need to both outbid others. And Google needs toe like your site in relation to the end user keyword phrase searching being done through their search engine. As you learn more about using Google AdWords to promote your business, you will also learn about their Google ad extension features, which, if you implement them for your promotional ads, will increase your quality score and give your site a stronger argument in Google's eyes. Forgetting to page one. Why will Google extensions help your score? Well, this is due to the fact that by using these extensions, you are helping to target more relevant search content for the Google search user. And Google likes that. So let's dig a little deeper into these extensions and how to use them for your Google AdWords ad placements. Once you log in to the Google AdWords environment and view the initial dashboard screen, you will see on the left side of your screen and menu option titled Ads and Extensions. Clicking on that menu option brings you to this section of the Google AdWords system, where across the top you will see three options, adds extensions and more. Click on the extension stab in the center of the extension screen. You will see a plus sign dash create at extension button. Clicking That button opens up a pop up window containing different types of at extensions. Let's go down the list of these to discuss what they do for your ads. Note. Furbish blow comes directly from Google Help pages. First, let's look at location extensions. These extensions encourage people to visit your business by showing your location, a call button and a link to your details page, which can include your hours of operation, your photos of your business and directions to get there if you want customers to visit your business location. But to call a centralized line rather than specific locations numbers use call extensions with your location extensions. Next his affiliate. Location extensions help people find retail chain stores that sell your products and now call out extensions. Add additional text here at like free delivery or 24 by seven customer support. Carlos can be used to encourage people to convert off line call extensions, as we mentioned briefly above thes, encourage people to call your business by adding a phone number or call button to your ads . Message extensions. Encourage people to send you text messages from your at available globally at the campaign or ad group level site. Link extensions Link people directly to specific pages of your website like ours and order . Now, I've been working with site link extensions a lot lately, and I've learned that you can add up to about eight of these to actually appear within any given at so if you really want to get some penetration from every ad that you create and get a lot of people hitting different locations on your website, add about eight site link extensions to your Google AdWords profile, and you're gonna get a lot more mileage out of every adieu place. You're still only getting charged with one click every time somebody clicks the ad. But now you're pointing to eight different Web pages specifically to look at different things that they might be trying to search for. Very valuable structured snippet extensions. Showcase information. Potential customers will find most valuable by selecting a prettified header like product or service category and listing items. Price extensions. Showcase your services or product categories with their prices so that people can browse your products right from your at review extensions. Add quotes or rankings from published sources. Half extensions. Encourage people to download your application available globally for Android and IOS mobile devices, including tablets in summary as you build your ad groups and sales campaigns within the Google AdWords system. Using the add extensions described above will help you to show better within Google search engine results and will help you fare better gain similar at purchasing competitors who are not using extensions. In fact, Google mentions in their help documentation that in certain instances they will place your ad in a search result above a competitors. Even if there's was the lower keyword phrase bid and your ad will place that the lower bid price per click instead of theirs, thus saving you some advertising expense. That's all for this lecture. Bye for now. 13. Using Negative Keywords to Tighten Targeting and Reduce Advertising Costs: Hello and welcome to this lecture, which I title using negative keywords when targeting ads to reduce advertising costs. Negative keywords are words or phrases that you do not want to see. Trigger and appearance of your ad in search results and have someone click on the add to go to your website because you know that this searcher is just going in there to look around in the likelihood of him or her Buying what you're selling is extremely remote. When they do go to your site through your added, not by they cost you money. And if you are paying a dollar or two for every click, this can add up quickly in the significant cost that you will have to swallow is a business . The art of advertising online is targeting paying for people to come to your site. They're actually interested in buying your products and services for a quick example of using negative keywords. Let's say you are a shoe store selling athletic shoes to adults. If you were running an awareness campaign that tells people generically that you have shoes for sale, you might get a lot of clicks on your site by people looking for dress shoes. Children choose casual footwear, etcetera, none of which you sell. Using negative keywords can reduce the number of generic searchers that see your at setting up some negative keywords at an overall campaign negative keyword list level. And all the ads that you place going forward can be set up to take thes negative keywords into account. Enter words like Children's shoes, dress shoes, casual shoes, sandals, etcetera into your list. And you are tightening up your ad, targeting improving your click through rates and reducing your overall advertising costs, following on this example at an add or ad group level. If you are having a sale on men's athletic shoes, only you can add it. Negative keywords at this level for phrases like women's athletic shoes, women's runners, etcetera. Then, for this ad or Siris of ads only. You have even targeted your ad campaign more tightly and has said you even more advertising costs. So now let's look at how you enter negative keywords into the Google AdWords system, starting with the highest overall level that could be set up for a campaign or all campaigns here. You are going to be creating negative keyword lists that you could make a component of if you choose to of every campaign and add that you run. And, yes, you can be selective in using these lists. You can use them for one campaign, several campaigns or all campaigns. That's entirely up to you. To set up negative keyword lists, go to the descending three dot menu, and you will find this menu option when you get to the next screen. If this is your first time, it will be empty, showing no existing negative keyword lists. Just click on the plus sign and a round circle to start your first list. A window will appear that prompts you to give the list of title. And then underneath there will be a box where you can start to add negative keywords and phrases at one per line. Enter the phrases that you want it safe and you're done. You can always come back in the future to enter more phrases as you discover them. Now let's say that you're working to create a particular at as you are working to create particular ads and you're looking up keywords for it. If you come across key words or phrases that you want to include His negative key works for this ad. Just hover over the words that you found, and you will see a drop down arrow Appear. Click on this air and two options for you will show Click, the one that says Add blankie word as the negative keyword, and it will be included for this particular at noted on the downward menu on the left side of your screen. You will also see a box labeled Negative Key works with an edit pencil displayed in the top right corner of that box. Click on this added icon and a window will pop up, allowing you to add additional negative keywords of your own. So this an overview is how you use negative keywords in advertisements that you were creating to help you target your ads more tightly and to help save you advertising costs As your ads run, that's all for this lecture. Bye for now, 14. Google AdWords - Quality Scores Ad Rankings and Ad Placements: Hello and welcome to this lecture, which I title the AdWords quality score, add ranking and the placement. Actual Google ad placement is determined by a combination of three overall considerations. First is the maximum bid per click amount set by the advertiser on irrelevant keyword. So $4 bid on keyword or keyword phrase used within a user query with all other things being equal will be the ad seen by the user of the Google Information searcher. If other bit maximums are of lesser amounts, the click through rate or CTR formulas built by Google after looking at the performance histories of millions of keyword clicks over time, plays a big part in determining keyword relevance and bid amounts and your landing pages quality score in relation to this. So I discussed quality score. Next. The quality score is comprised of several things. Google wants to show users relevant quality content, so they have built a weighting factor called the quality score that ultimately is multiplied against the maximum bid amount set by the advertiser for a particular keyword or phrase to determine what is called ad rank. The Advent score ultimately defines what position your ad will be shown in user query search results or if it will get shown it all. The first aspect of quality scores that of relevant original content. What will the is or see when taking to the website landing page for the advertisement? Does the content displayed? Answer the question or provide the information posed by the query made by the user? Google determines this by looking at the content for this page. So this is where Web page optimization and registering your pages within the Google search engine comes in handy. Next as a weighting factor, Google looks at the Web page performance. How fast is the page load? Are there few or no pop ups or pop unders attached to the page? Then is the page mobile responsive? Will it present well on mobile phones, tablets, etcetera? Is the landing page transparent to the user? Making the query that is to say, doesn't reflect what your website is about in general. Is this a good website to send the user to for this type of user kwehr? And lastly, what is the ad format by this? Google is looking to see if any qualifying add extensions are being used by the advertiser to give the user more information about your site and landing page or pages before he or she gets there. Things like full number hours of business. Other landing page options within the ad. For more specific information to go to. Advertisers contest their ads prior to final submission and even while they are running to view how their ads will or are performing. And there are things that can be done at any time to influence where and when ads are being made viewable, you can always work to improve your quality score by doing such things as implementing add extensions, introducing negative keywords, changing adverb iager images, increasing or decreasing your maximum bids on keywords and keyword phrases. Changing running times or audiences for the ad. Etcetera. Staying in touch with your ass performance as it is running and making adjustments to improve how it is converting. It's always a good idea, and knowledgeable advertisers do this regularly to make their adds more effective and to save advertising costs. As for what you're adds air costing you per click every adieu place goes into what is called in at auction where you are competing against other advertisers. Four ad placement locations and times each auction run is called a second price auction. So the good news as to what this means is that you do not necessarily pay your maximum bid amount for each click of your at you paid just enough to beat the second place advertisers bid and keep your first position. So this means that if your maximum bid is $3 in your second place, competitors get is $2. You get the position in the search results and pay the $2 for the click instead of three. Has a pro tip to this concept when you were using the keyword planner and are looking up key words that you want to use and see the suggested bids to get on page one and position one. If there is high competition for a word or phrase, you will know that the second maximum bid price will be close behind, whereas low competition means that there might be quite a gap in bid price between advertisers, and you may get a good price break per click to get the position that you want. Also remember, as you check these out that quality scores play a big part in how your advertisement is actually viewed in relation to other advertiser bids, and a good quality score can save you even more money per click. If you are doing the work to improve it and ultimately your ad rankings, be sure to take your usage of the keyword planner all the way through to the performance forecasting component of the tool. When working out your keywords and bids as this tool and this forecasting model can't show you some good models of what you're advertising, costs will be as you work different aspects of your bid values in keyword phrase selections . Tweak it here first before going live as it will save you advertising costs downstream. That's all for this lecture. Bye for now. 15. Using the Keyword Planner and Forecasting Tool: Hello and welcome to this lecture, which I title using the keyword planner and forecasting tool. The Google Keyword planner application is accessed through the pop up menu that displays when you click on the three descending dots at the top of the Google AdWords application. After you have logged in, it is the first option under the planning. Heading the first screen to appear gives you two main options for use. First, finding new keywords and getting search volume data and then plan your budgets and get forecasts. Note to the right of these options. There are also the help options to explore, and this is something you should do. If you really want to get familiar with the full application. Let's start with the new keyword finding option, using the second of the three choices on the screen, that of getting search volume data and trends. This is a great option to use if you are starting out with some ideas as to the keywords you think will work for your at on this screen. In the enter key words area, I chose to enter four keyword phrase ideas that I had come up with, and they are entrepreneur online store, home business and retail out that after entering each of these on a separate line in the box, I clicked on the button, gets search volume and a subsequent page appears that gives me information about each of the chosen words or phrases looking at entrepreneur. For example, I noticed that this word is entered in approximately one million searches a month. That competition for it is low and that to place well in a search using it will cost me about $2.9. Click. At first glance, this looks rating that I could place well using it. But wait a minute. If this is such a great term to use, why isn't the suggested bit price really high or the competition really high? The reason is actually quite simple. This is a very general search term word. People entering this word into a search could be looking for a ton of different things. And what you are trying to sell is probably something very specific. You will get traffic, all right. But very few of those people making it to your site will actually be looking to buy. You are selling. So you're advertising costs. Using this term could be huge, with so many potential clicks happening on the stern. But your conversion rate, which is the amount of people that actually will come to your site to buy your product, would be extremely low. So you could very easily lose money using this keyword to try to get people to your site. What you really want to achieve is to attract only those people to your site that have a good chance of buying something. If you could earn a $10 profit on each $2 9th sent click that brings a person to your site , you would do great financially and keep this ad running forever and probably even scale up your budget to bring in even more prospects because of the profits you're making. But if 50 people come to your site to look around and each person that arrives there cost you $2.9 and you are only making one sale and 50 now you're losing in the range of $90 for every 50 people that come to your site. And that's not good business at all. This in the simplest terms, is how it all works. You want to create ads that cost you little and convert well so that you could make a profit. Professionals that do this for a living are constantly using Google AdWords and the keyword planner to test ads and phrases under different scenarios of add text at images, keyword phrases, audiences, geography ease, languages, ad running times, genders, age groups and more to find the best of all possible solutions. Putting these together collectively and profitably is indeed an art form that takes time to learn and master. So now let's move on into this lecture on actually using the tool. Let's say that you want a little more help from Google itself and figuring out what keywords and phrases you want to use for your at going back to that. For a screen, you can select the search for new keywords using a phrase website or category option. As you look at this screen, you will see that a pop up window has appeared and I have entered the product or service that I'm trying to sell the related product category and the Web page that my ad will actually be sending people to pushing the button get ideas now brings me to a screen and often several screens of many potentially relevant keywords and keyword phrases in relation to my website landing page that I could potentially select as key words and phrases that I want to bid on as I place my at. My job now is to work through these potentials to find the ones that best target what I'm trying to sell. I wanna have the right levels of competition for it. So I have a good chance of ranking on page one of a Google search by a user and that the ads and the keywords chosen are not costing me a fortune to get the searcher to my website . As I go through this list, I'm cognisant to the fact that depending on the type of ad that I will ultimately be creating, and I have, by the way, another lecture on ad types. There may be some key words that could potentially be used to find me and get people to my site. But I know that the possibility of them buying from me once they get there is very remote. So I really don't wanna have these people finding me and clicking on my ads. So to prevent this, I start to look down this list, and I try to find those words that are on this list that I don't want searchers to search using because I really want to keep those people away from my sight. A real simple example of this could be that I have a store selling running shoes and I'm having a sale on men's runners only. I would enter women as a negative keyword for this ad to save myself some advertising costs . Okay, Next we look to the far side of the screen and you're going to see a column that says, Add to plan and you will see a blue square in this column next to one of the key words that I've decided to select for use with this particular add or ad Siri's. As I go through all the key words and phrases that Google has helped me to uncover, I click this column at the far right to add them to my plan. When I'm done selecting all the key words that I want, I then click on the review planned menu option at the top of the screen so that I can do my ad cost forecasting and tweaking to get my strategies built the way I want them prior to running my at this first next screen appears after I have press this button and I'm looking at a graph forecast for costs running my at. Right now, the screen is telling me that my strategy looks like it will yield between zero and 212 clicks for every 5.2 8000 impressions, and that the ad is it sits today will cost me from zero to an estimated maximum of $198 if all 212 clicks were achieved now, remember, this ad cost is based on suggested bid price. It does not take into account how the entire second bid auction process works, how quality scores work and how rankings in that extensions will impact the actual final advertising costs. All these components to what you finally pay will have the possibility of cost reductions for you. If you were doing a solid job of building in creating your ads, okay, Finally. Now, once you saved your plan, you compress the review planned button in blue on the right side of the screen, and you're taken to the final screening the keyword forecasting process. Here you'll see an empty chart that displays keywords on the left and targeting options above. Once you fill in all your targeting criteria, the screen will fill up with your at forecast budget. Four. Ad placement The charter looking at now shows you the daily forecasts or projections for the ad. You're going to be running within the ad group Learn affiliate marketing. In this example, I have placed a maximum bid amount of 50 cents. I am showing this ad in Canada only, and only to those that speak English, and I'm using some negative keywords. The tool estimates how many clicks a day I will get for each chosen keyword or phrase. What each keyword will on estimate costs me in total daily budget. What each keyword will on estimate costs me in total daily. What my click through rate for each keyword is the average cost per click for each keyword . And finally, where Google estimates my ad will place on page one, using the key words that I have selected once. The initial forecast is generated. You can change any parameters you like to change resulting costs and ad placement positions . Work your forecast until you are satisfied with the results. Then save it to your account for use when activating your at as you run your ad. Continue to moderate and tweak. It is you need to focusing now on increasing your conversion rates. But that's for another lecture. Bye for now. 16. Google AdWords Previews and Diagnostics Tool: Hello and welcome to this lecture, which I title the Google AdWords previews and diagnosis tool 12 within Google AdWords that is usually overlooked by many that used. This PPC marketing application is the previews and diagnosis tool. This is a tool that you should be making use of regularly. And here's why. If you just create and publish an ad throwing money at it, it will, I guarantee, cost you more money than you need to be. Spending in your ad will not compete as well against other ads, and that is, if you manage to get your add to the first page of Google at all without researching your ads prior to placing them, you are, in effect, just pushing money and advertising and trusting to luck. And believe it or not, many people placing ads within the Google AdWords environment do just that. And it is mostly because they do not know how PPC advertising is done. At a professional level, it takes time to learn the things you need to do to advertise effectively against competitors. Now, my next point, many advertisers place ads, they get them running and then they go to Google Search to look for their ads using the key words that they've chosen. Well, let's say that you do this and you see the search pay results and you're excited about seeing your ad out there. But you don't click on it to go to your website and actually buy something. Now let's say you do this with several of the key words that you've created to see how they perform well, guess what happens. Google sees a search occur, and that renders your ad the first time it noticed that no clicker conversion occurs, so it files away that information for future use. Now another searcher comes along, and he then uses the same key word that you've just entered into your ad and that you've looked at. And Google knows that the last time this keyword phrase returned results with your ad rendering, your ad wasn't clicked on, so it may not give your ad the same positioning the next time around. In fact, it may not render it all, or it may end up being rotated two pages farther back in the search results, and you don't need to take my word for this. Google warns you of this themselves in their online help documentation. Google recommends that you use this tool to review your ads to avoid corrupting your ad, and it's search results statistics, so heed their advice. Okay, so now let's look at the tool itself. You can access the Google AdWords previous and diagnosis tool from the three dot menu at the top of the application, and you will find it residing just below the menu option for the keyword planner. When you click on this menu item, you view the following screen that will first ask you to enter. Key were keyword phrase for Google to analyze for you clicking on the box of the top left of your screen. If you have used this application before, we'll bring up a list of recent queries that you have made using the tool that you can choose from if you wish to re analyse something you've done in the past, or you can type in a new phrase and hit the enter key to view the results. One important thing to know is that this tool only works with the Google Search network. It does not work with other networks, such as the display network, which we'll talk about later. If you were using a keyword or phrase that you have worked and included in a currently running out, you will be able to see through this to what your ad looks like in the Google search engine results. Please note that you can also use this tool without a current and running to gather intelligence on other ads that you will be competing against. Four. Add quality and positioning on page one of the Google search bait results, and this is often useful to do is you work to tweak your ad prior to putting it into production and competition. As you look at this screen, you will see Google plainly telling you that you're at is not showing on page one. For the keyword phrase, get more website traffic if you have an ad running and this is one of the phrases you have chosen to target with it. What you should be doing next is going back into your safe search for this ad in the keyword planner to test ways that you can change things for this keyword, such as increasing the bid price possibly so that you can get your hand to page one. If this is a phrase you really want to use, or you can shut down this keyword and maybe possibly just give it a low maximum bid value to at least half, it's still be out there. But then do some research and find another phrase you can target that will get you to page one when using this preview and diagnostic tool. Lastly, note that highlighted at the bottom of the search result page. Google does tell you that this tool is used to help advertisers test there at so you know that this is where Google recommends you should be when doing this sort of work. Now here's just one other thing I wanted to show you through this next page. Remember that I talked previously about getting your ads to stand up from the others on a search results page, go into this diagnosis tool and just type in at the top left box Google AdWords. And this is roughly the page you should see. Take a look at the very first ad, which is put out there by Google. Notice the work they have done using Google and extensions to help their ads stand out. Among others. You can get your ads displaying this prominently as well by using Google at extensions in your ads. And Google does not charge you any extra for your ads to enable this in your advertising, even though you are taking up some real estate in the search results. Bake. This looks a whole lot better than those ads that only show 3 to 4 lines of text and only take you to one landing page on a website. And by using this technique, you can now advertise several landing pages and products through a single at, which is costing you just the one paid click. So this is where you get your advertising bang for your buck. You have now effectively hung four or more ads off of one keyword bid in one ad and the click charge, which can then have the effect of dramatically improving your conversion rates for the single at in summary, all the tweaking work on your ads that you need to do to get your advertisements to prominent positions on page one and standing out from other ads on that page can be managed from within the two planning tools, the keyword planner and the preview and diagnosis, too. Of course, you do have to learn how to use them, and this takes work. Get good at using these two tools, and you will see better conversions and lower advertising costs coming your way. And don't forget to be using Google I extensions as you place ads within the Google Search Engine Network so that you can make your ads stand out even further from the competition. That's all for this lecture. Bye for now. 17. Changing Times for Digital Marketing Services Companies courses: Hello and welcome to this video, which I title changing times for digital marketing service companies recently, I've been thinking a lot about the ever changing landscape is a relates to online marketing and the services that entrepreneurs and corporations purchase from digital marketing service agencies. In recent times, many of you might remember the news concerning a number of corporations that have begun pulling advertising dollars away from YouTube, leaving a number of prominent YouTube content creators very upset about decreases in income . And I'm sure Google and YouTube were not pleased about the situation. Either. I then read were Procter and Gamble, a huge investor in digital marketing globally, recently cut back over $150 million US on digital advertising due to what they say are ineffectual online ads. Why were they saying these ads were ineffective? Well, their two greatest reasons cited were that many of the rats were ending up attached to content of objectionable quality, which means that YouTube was not able to discern which channels were good locations to place. These ads and companies were getting their names and ads associated with content that they did not want to be in any way related to, and their second reason cited is that many of their ads were apparently falling into channels and spots where bots were looking at the ads instead of human eyes and butts do not spend any money on products, so these advertising dollars were just being thrown away. The funny thing was that after these advertising cuts had occurred, virtually no loss in sales or business growth were noticed by these corporations. The only thing to change was the increased percentage effectiveness of advertising spend relating to sales. J. P. Morgan Chase in March reduced the 400,000 sites it had been allowing ads to be placed on down to only about 5000 pre approved sites and is quoted by their chief marketing officer, Kristen Lin Co two, The New York Times We haven't seen any deterioration honor performance metrics since the change. Over the past several years, we have seen corporations make steady moves away from spending money on TV advertising in the direction of digital advertising because, quite frankly, a great many more leads per dollar spent were attainable online. Many digital marketing firms enjoy dramatic growth over just a few years due to this windfall of media spend money coming in. For a time, it was utopia. But now corporations air learning as evidence by the examples above, they're now creating the statistical charts and graphs that they need to show their management teams how effective their media spends are. And they are now able to discern where there bang for the buck just isn't there. And to drop down on those statistics to figure out why. Which is why you are now seeing these cutback types of moves occurring across the corporate landscape and the statements being made as to why the cutbacks are occurring. To obtain the media. Spend capital from these corporations today, it is becoming more apparent that marketing services had best be prepared to show statistical evidence that the money spent will engender the financial returns anticipated. And as a marketing firm, you will need to be able to start answering questions about how you can manage their funds so that real people, and not bots or viewing the ads being placed, and that the ads are being placed in quality locations attached to quality content. If you can't show this, you may end up being cut just like the 3500 websites got cut that had been profiting from JP Morgan Chase advertisements. In summary, it is getting tougher to be a digital marketing firm these days, and it will come to be even more so. Marketing services companies will have to do more due. Diligence is they find places to spend corporate advertising budgets and more. Due diligence means more work, which will cut into profit margins. However, if you want to stay in business over the longer term, this is something you are going to have to get good at. Those that do will be picking up additional business from advertising firms that don't that's all for this video. Thank you for watching and bye for now. 18. Truth and Statistics - Food for Thought: Hello and welcome to this lecture, which I title Truth and statistics and food for thought Many years ago in college, I took a course on statistical analysis and learned just how statistics can be used to say one thing and yet be interpreted another way. I learned through that course that one must document with clarity how the statistic was derived. What related assumptions were made, what the sample size waas, what types of people were targeted to provide answers as part of the statistical group being sampled, how the results were to be interpreted and the intent with which the create statistic was to be used. So taking these thoughts further, I'd like to start off this lecture with a couple of statistical terms used within this field analysis. Down we make my baseline points for this article. First appeal to ignorance. This means a logical fallacy, that is to say, taking the absence of evidence to be evidence of absence if something is not known to be false, assumed that it is true, or if something is not known to be true, assume that it is false. For example, if I have no reason to think that anyone in Tadjikistan wishes me well, that is not evidence that nobody tragic stand wishes me well. The next statistical term is average. Well, this is actually quite an ambiguous term. It often denotes the arithmetic mean, but it can also denote the median, the geometric mean a weighted mean, which is derived from the inclusion of external factors and weightings of those factors to derive a result, among other things, beware of some report. Yuri quotes an average without making it clear exactly what averages being quoted bias. A measurement procedure is said to be biased if, on the average, it gives an answer that differs from the truth, the biases, the expected difference between the measurement and the truth. For example, if you get on a scale with clothes on, that bias is the actual weight measurement to be higher than your true weight. And one more example. Here. Convenient sample. A sample drawn because of its convenience. It is not a probability sample. For example, I might take a sample of opinions by just asking my 10 nearest neighbors That would be a sample of convenience and would be unlikely to be representative of a true targeted audience of significant size that could give me results that would actually be usable is part of hysteria. Survey. One should always avoid doing surveys using convenience samples if one is interested in actually publishing truth with a fair degree of certainty. Okay, so you get my drift as to what can be done to manipulate statistics if you're trying to make a point that you want to make so very often, statistics air shared this way with others to try to engender favourable behaviour in certain directions, usually to the benefit of the creator of the statistic. Now, I'm not saying that statistics air generated with a deliberate intent to mislead. But even if they are interpreted incorrectly by the receiver of the statistical information , you have failed in your job to use the statistic to impart accurate and usable information that could be acted on by the consumer. Ingesting that statistic going to give you a real life example of how both ambiguity and or even possible intent to mislead can creep into the creation of statistics, which I often find being represented in such places as presentations, info, grams, videos, etcetera. I recently viewed a statistic about the sharing of content on Facebook, the chart title said images get shared more on Facebook, and it showed a graph depicting of that, about 80% or more of the total shares on Facebook are done to share images. The sharing of other content, such as videos, for example, were down around the 5% range of shared content. A person thinking superficially after seeing this statistic might say to his or herself. Wow, I'd better focus on posting images to Facebook rather than videos. What? The statistic, which was basically just a simple bar chart, didn't tell you waas who and how many people were sampled to generate that statistic. The reason this level of image sharing is happening? Is it because people want to see images more than videos? Or is it possible that, for instance, so few people know how to create and upload videos? And the videos air a lot of work to create? So few get uploaded? Or is it because everyone has a cell phone capable of taking pictures these days, and that many of the 1.8 billion Facebook users are uploading images of their family, their pets, their holidays or where they ate the night before as a professional business person, an Internet marketer. I, on the other hand, know that Facebook loves to see your uploaded videos. And if you do upload one, they will reach a lot of people with it without me even having to boost post it to get it viewed out there, whereas with image ads, I often have to push images to people and boost post them for a feat paid to Facebook. To get them is widely dispersed as my videos are being dispersed naturally. One example. Recently, an image in text at I recently posted without boost posting reached only 22 people. A video I recently uploaded to Facebook within that same week reached 1368 people without being most posted. So my conclusion from viewing the sharing bar chart statistic that I saw the other day is that someone reading it without understanding what it meant could make incorrect business decisions because of a statistic like that and start cranking out image based ads while completely ignoring the creation of videos. Both content types have their uses advertisements for a business, but be aware that to get your images out in front of people will cost you more advertising dollars than an uploaded video would to reach equivalent amounts of people. So just what was the person pushing that statistical image out to the world? Trying Teoh intimate? What was his or her objective? And how should I have read and use that new shared information for my benefit? The clarity around the post just wasn't there. To conclude. I would like to just hand out the following advice to those publishing statistics. If you are a marketer trying to drive home the thought or idea for others to grasp through a statistic, please number one understand how people most likely would react when they view your statist it to have integrity as you present statistics to others while marketing to them and three at Burbage to explain what the statistic means. The essence of what it is saying when there is not enough clarity within the statistic itself. That's all for this lecture. Bye for now, 19. Congratulations on Completing This Class!: Hello and congratulations on completing this class. It's great to see and making it all the way through. And I hope I was able to give you some useful and lasting knowledge that will help you and whatever you are wishing too achy. If you're liking the content that I'm creating, I'm very much looking forward to seeing you in more of my classes, which you confined in this site by going to my profile section. You can still reach me through this class. If you have questions by starting a discussion with me, I'll be more than happy to respond if I hear from you. A second thought that comes to mind is that if you have appreciated the content I have created, please give me a thumbs up where and when the site ask you to to rate my class. This helps me trend better in the system and helps me to reach more people who could benefit from the training I'm trying to create. And if you choose to share the class link with friends or anyone else, thank you for that additional support for my creations as well. Bye for now,