Google AdWords in 15 Minutes + Advanced Tips and Tricks | Kendal Barlow | Skillshare

Google AdWords in 15 Minutes + Advanced Tips and Tricks

Kendal Barlow

Google AdWords in 15 Minutes + Advanced Tips and Tricks

Kendal Barlow

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4 Lessons (19m)
    • 1. Google AdWords in 15 Minutes

      8:01
    • 2. Bidding Efficiently

      4:07
    • 3. Set up Conversion Tracking

      7:09
    • 4. Display Network (Coming Soon)

      0:07
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About This Class

Struggling with website traffic? This easiest way to launch your AdWord campaign and open the floodgates.  Start today and have your campaign running in 15 minutes!

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Transcripts

1. Google AdWords in 15 Minutes: Hey, this is Kendall from Barlow Solutions. I'm here to show you how to create your Google AdWords campaign in 15 minutes, so let's get going. First, you're going to want to navigate to Google adverts. Go to adwords dot google dot com and then just go ahead and click this start now. But Google Have you enter your email address and your website you are else to go ahead and put in that information and then click Continue. Next, you'll be prompted for a password to your email. Go ahead and enter that, and then it will prompt you for recovery. Email. Just go ahead and click done, and you're good to go. It continue, so you'll notice at the top of the page. It sends you to Google AdWords Express, so that is not what we want. We want to go ahead. Click this link as switch to regular Google Average, which will let us find tune our ad and make it a lot more cost effective. So the first thing that you're going to set up is your budget. Google charges per click and you get to set the cap per day so I would start small until we get the feel of things, and then we can always go back and increase that. All right, go ahead and click save. And in this next section, Google allows you to specify a location. You can click this radio button here that says, Let me choose and then type in any city or location that you want, for example, New York. But for this lesson, let's just go ahead and go with the United States. In this next section, you'll notice that there's two different networks Display Network and Search Network. I recommend for the first time going through this to just stick with the search network because those are the ads that show up when people go into Google and do a Google search for more in depth. Look on how displayed networks work. Check out my video on Google networks. Next up is keywords. Now Google is going to scan your website and give you a list of generic words that they would use to get clicks, depending on popularity. But what we're going to want to do is go ahead and click. The X is on all of these because we are going to be making our own keywords. The reason why we do this is because Google doesn't care about the conversion rates on your websites. They just want to generate clicks and charge you for them. So the way you focus on conversion rates is to use, plus signs before your keywords plus science make those specific words a requirement. So in this instance by tools, we're looking for people that want to buy tools online. So another thing that I like to focus on is the words like Purchase because you want the people that are sitting at their laptop right there, credit card in hand, wanting to buy something that instant using plus signs and action words like buy and purchase are going to weed out the tire kickers and the people looking for reviews online and make your clicks worth paying for. All right, go ahead and click. Save Next up is the bid section, so you'll have your choice between setting it automatically or setting it manually for the first time through, I recommend using the automatic option, but please see my video on bidding to get a more in depth look on how to set it up manually . after this campaign has created, we can go in and fine tune this, but for now, stick with automatic and click the save button. The next section is where you write your ad or create what it looks like to the end user when they do a Google search. So in Headline one, you want something eye catching, something that's going to catch their attention and headline to is maybe a benefit or a feature like a standout trait that your business has. For example, Best tool store online, which is pretty generic. Hopefully, you can come up with something a little bit more creative than that, and lastly description where again you want to focus on the benefits and the features, but please see my video on writing ads and strategies where I have a lot more information and a lot more effective types of ads to put in this section. Remember, you can always go back and alter this and even create multiple ads for a split testing. So for now, just click save, and we'll keep going on. This next page is where Google will require your payment information. So go ahead and pause this video and fill out all of your information, and I will meet you back at the bottom, where we agree to their terms and conditions. Alrighty. When you're ready to go ahead and click, I agree and finish and create ad and congratulations on creating your new AdWords account. Go ahead and click. Go to your account. Whenever you're ready, there may be a pop up where they have you select the AdWords account that you're referring to. Just remember that the newest one is on the bottom. Next, Google bring you to the ad campaign counsel and will prompt you with the welcome page saying, Hey, let's get started. Here's some basic tips and tricks. Feel free to watch those if you'd like to. Otherwise just click exit. As you can see, this is just an overview tab of your current ad. You can also go over to the left pane Click campaigns to see all of your different campaigns listed here that you've created. You can check the status of your campaign by hovering over the status column in this section, but one very important button is the green dot to the left. You could use that to pause your campaign while you're making different manipulations. Next on the left pane is add groups, which allows you to section off your keywords into different groups per campaign. Next, you have extensions, which I go over in my extensions video, which allows you to add phone numbers, emails and call outs to your ad. Lastly, you have the key words tab where you can delete, edit or even add more keywords. And with that, I'll let you get to work with fine tuning your Google ad campaign. Thanks again for watching tune into our weekly tips and tricks, and please leave some feedback on our contact page so we can see how we're doing. Thanks again and have a great day. 2. Bidding Efficiently: Hey, guys, this is Kendall from Barlow Solutions. Today we're gonna talk about bidding, which is basically the auction that goes on behind the scenes for the placement of your Google ad. This auction is based on your budget, which we can set our daily budget and increase that. It's also based on bidding strategy, which is what I'm going to show you today in this video and then. It's also based on quality score, which is kind of behind the scenes metric that Google uses to assess the quality of different ads. Before we dive in just a heads up, you'll need conversion tracking set up in order to do a few of these bidding strategies. So please see my conversion tracking video on how to get that implanted into your website. Anyways, let's go into these strategies. First. You have target C P A, which uses conversion, tracking and optimizes based on your cost per acquisition, which is a value that you can set at the group level and the campaign level. This is often use if you want to reduce traffic instead of decreasing your daily budget, you can reduce your C p A, which will force Google toe work harder to find you cheaper leads and sales. Next, we have target return on ad. Spend where in the conversion tracking tool, you can actually go in and set a value for your return on a conversion so Google will optimize for this. Next is Max clicks. It's pretty obvious. Basically, Google uses whatever means to get you the maximum clicks possible. You want to use this if you just want sheer volume, but most of the time you're going to want to try to focus on conversions in some way. Which brings us to maximise conversions. Also self explanatory. Google uses converted tracking to maximize your conversions. Target Search page location is a little bit more interesting based on your budget. Google tragic get you as close to the top of the page as possible during a Google search. Next is target out ranking share, which is very useful. If you have a competitor in mind, you can actually detect the U. R L from their website and paste it into Google AdWords and compete for a higher position on a Google search. Next is enhanced cost per click, which allows you to set each cost manually, but also allows Google to adjust by increasing or decreasing that cost, whether they think it will lead to a conversion or not. For this demonstration, I'm just going to click manual cost per click and then let's go over to keywords and I'll show you where you can click this edit button and set your cost per click. Let's go ahead and step this to a dollar. It will warn you that it is a large increase and prompts you to save twice to confirm this setting. So let's go ahead and do that. You can always go back and change this, so let's go ahead and set it back to 10 cents and click Save. And then you can also set this at the group level, the same exact way you just said it at the key word level. Let's go ahead and ramp this up to a whopping 20 cents and click save, and there you have it. Now you're hopefully on the road to Mawr costs optimize conversions. Make sure to check out the conversion tracking video and drop some feedback on our contact page. Have a good day 3. Set up Conversion Tracking: Hey, guys, it's Kendall from Barlow Solutions. Today we're gonna talk about getting the conversion tracking tool set up, so let's go ahead and get started. First, you want to click the wrench in the top right corner of the council and go to conversions under measurement. Next, you'll want to click the blue plus button on the left to create a new conversion, and it gives you the option of website AP Phone call or import. But we're going to go ahead and just start with website first. You'll want to enter your conversion name will just go with conversion one. Next you'll selector category. They have purchase, slash sale sign up, lead view of a key page or other. Um, depending on what type of conversion you are tracking, you will use the different categories. But for this tutorial, we are going to view a key page, which will end up actually being the thank you page that the user sees. After that. Make a purchase. Next on the Value section. You'll select whether you want to use the same value for each conversion in a dollar amount or use different values for each conversion. Like if you have different products on your Web page. Or if you just want to monitor whether they bought something or not, you can use. Don't use a value, but keep in mind this won't help you keep track of your revenue. But for right now, we don't really care about that. We're just worried about conversions. Next, we have count where you have the option to count every single purchase that a customer makes as a conversion. Or you can just count every customer as one single conversion for this tutorial. We're just going to wanna click one. Next we have conversion window. This lets you set a span of time that keeps track of a user and their interaction with your . For instance, if they click your ad and view your Web page and the next week come back to your Web page by something, it will still count as a conversion if it lands within your conversion window. The span of time is personal preference, setting it too short. Of course, you could lose data, whereas making it too long can sometimes skew your results. So I like to stay within 30 days somewhere around there. Next we have you through conversion window, which is exactly like conversion window, but it keeps track of users that see your ad, but they don't necessarily click it. I prefer to set this to one week, since it's not quite as important as tracking your clicks. Two conversions. Next, we have the include in Conversion section, which basically allows your bidding strategies to use this conversion data to optimize your bidding, so we'll want to leave that checked as yes. Lastly, we have the attribution model, which this comes into play when a user clicks multiple abs that you've created within your conversion window. You have the option to give conversion credit based on data Last click, which would have been the last ad that they clicked before making a purchase First click, which is basically the opposite. Then you have linear, which disperses the credit evenly among all of your ads. Then you have time to K, which gives credit based on the latest click in time, and lastly, you have position based, which gives 40% credit to the first and last click and then distributes 20% evenly among your ads in the middle. This one will be the most effective attribution model because if you think about it, when someone goes out to the Internet to search for a solution, they'll do a broad search first and then click your first ad to get an idea of your business. And then maybe later on that week, do a specific search for your brand. Click that ad and then make a purchase so you want toe evenly. Distribute those clicks, so select that click. Create and continue. And now we will need to inject some code into your website and order for Google to track your conversions. Even though we have the option to email it to our Web master, I'm going to go ahead and show you how to do it yourself. First, Google wants to know whether you already have this tag set up through Google Analytics or another Google AdWords account, but we'll go ahead and just click. I haven't installed a tag yet for the next step. All you have to do is copy and paste the tag that they show you blow into your website so I'll just use my mouse and select the text. And then you can right click and copy or control, See? And then I'm just gonna drop this into my demo website. You wanna put it directly under the first head? I'll go ahead and hit Enter to give it space. You don't necessarily need to do that, but it's just something that I do to make it look more organized. You'll also want to make sure that you paste this into every page of your website directly under the head. Identify air. After that's complete, we'll go ahead and head to the next section. Event snippet. This is where you specify whether you want to trigger a conversion on, let's say, a button click or a page load, since we want our conversion to be triggered when a user lands on our thank you page. After making a purchase, we're going to want to use the page load snippet. So go ahead and copy, just like before, and then make sure that you paste it on the thank you page and put it just under the tag that we had put there previously. When that's all complete, go ahead and click the next button and congratulations. Your conversion tracker is now implemented. When you're ready, go ahead and click done, and now you'll see that you're converting. Tracker is now listed in your conversion actions list. Now, if you click the back button in the upper left, you'll go back to your overview Consul. And here you can monitor your conversions by going over to the green box, clicking the down arrow and then selecting conversions. You can also drop down the arrow again and check out cost per conversions. Now the only thing left to do is sit back, relax and watch a graphs. If you have any feedback, feel free to drop it on our contact page and have a great day. 4. Display Network (Coming Soon):