Google Ads For Beginners 2021 - Step By Step Process | Josh George | Skillshare

Google Ads For Beginners 2021 - Step By Step Process

Josh George, SEO and Google Ads Expert

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56 Lessons (4h 34m) View My Notes
    • 1. The Ultimate Google Ads Course For Beginners

      1:13
    • 2. What We're Going To Cover In This Section

      1:03
    • 3. What is Google Ads?

      3:58
    • 4. Where Do Google Ads Appear?

      4:46
    • 5. Google Account Hierarchy

      4:02
    • 6. Setting Up Your First Google Ads Account

      5:04
    • 7. Location Targeting

      9:13
    • 8. Budgets and Selecting Your Bidding Strategy

      4:13
    • 9. Setting Up Billng

      2:04
    • 10. What We're Going To Cover In This Section

      0:45
    • 11. What Is A Keyword & Understanding The Intent Behind One

      3:34
    • 12. How To Find Keywords To Target - Related Website URL

      6:36
    • 13. How To Find Keywords To Target - Keyword Planner

      5:22
    • 14. How To Find Keywords To Target - SEMRush

      7:13
    • 15. How To Organise Your Keywords By Themes

      11:47
    • 16. Everything You Need To Know About Keyword Match Types

      6:24
    • 17. How To Add Match Types To Your Keywords Like A Pro

      8:06
    • 18. The Importance Of Negative Keywords & How To Add Them To Your Account

      7:34
    • 19. What We're Going To Cover In This Section

      0:39
    • 20. The Evolution Of How Ads Appear In Google

      3:21
    • 21. Best Practices for Writing Killer Ad Text

      7:04
    • 22. How To Create Your First Google Ad

      16:36
    • 23. Ad Rotation - Everything You Need To Know

      4:47
    • 24. Ad Schedule - How To Select The Days & Times You Want Your Ads To Show

      5:19
    • 25. What We're Going To Cover In This Section

      0:44
    • 26. Target CPA

      4:19
    • 27. Target ROAS

      6:29
    • 28. Maximize Clicks

      2:48
    • 29. Maximize Conversions

      2:09
    • 30. Target Impression Share

      3:25
    • 31. Manual CPC & Enhanced CPC

      5:11
    • 32. What We're Going To Cover In This Section

      0:43
    • 33. Understanding Quality Score

      7:14
    • 34. The 4 Components That Make Up Quality Score

      7:36
    • 35. Understanding Ad Rank and How It Is Calculated

      5:35
    • 36. How Google Determines How Much You Pay Per Click

      5:06
    • 37. When You Can Ignore Low Quality Scores (and when you can't)

      3:23
    • 38. What We're Going To Cover In This Section

      0:30
    • 39. What Are Ad Extensions & The Benefits Of Using Them

      4:13
    • 40. The Different Types Of Ad Extensions You Can Use

      6:03
    • 41. How To Add Sitelink Extensions To Your Ads

      6:12
    • 42. How To Add Callout Extensions To Your Ads

      3:35
    • 43. How To Add Call Extensions To Your Ads

      3:44
    • 44. How To Add Location Extensions To Your Ads

      2:05
    • 45. Things To Bear In Mind When Using Ad Extensions

      2:57
    • 46. What We're Going To Cover In This Section

      0:38
    • 47. Understanding The Basics Of Conversion Tracking & Its Benefits

      3:24
    • 48. The Two Main Types Of Conversions You Can Use

      7:41
    • 49. How To Set Up Conversion Tracking For Form Submissions

      14:49
    • 50. How To Set Up Conversion Tracking For Phone Calls

      11:58
    • 51. What We're Going To Cover In This Section

      0:53
    • 52. Optimising Your Ads Based On Keyword Data

      7:30
    • 53. Optimising Your Ads Based On Ad Data

      2:50
    • 54. Optimising Your Ads Based On Devices

      4:19
    • 55. Optimising Your Ads Based On Specific Times & Days

      4:52
    • 56. Conclusion, Goodbye For Now...

      0:51
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About This Class

Are you looking for a Google Ads course that shows you EXACTLY how to set up and run profitable Google ads?

Great, you’re in the right place.

I don’t just talk the talk; I actually walk the walk and live it too. In this course, you’ll be able to watch me in real-time as I show you EXACTLY how I set up and run profitable Google ads.

Instead of just giving you the theory and then leaving it up to you to figure it all out, you can also watch over my shoulder and see how to implement everything I’m teaching. Making the course and everything you learn super actionable for those who wish to execute it all.

This stuff is SUPER powerful.

The process I follow throughout the course is the SAME process I use when setting up and creating ads for my clients websites, so you can be confident what you’re learning is indeed used in the real world and does actually work.

I will also give you access to the exact spreadsheets I use at my agency so you have everything at your disposal.

What you’ll learn by taking this Google Ads course:

  • Learn How To Set Up Your First Google Ad From Scratch

  • Understand What A Keyword Is And The Intent Behind One

  • Find Out How To Find Hundreds Of Keywords You Can Target For Your business

  • Learn What Match Types Are And How They Can Save You Tons Of Money

  • Learn How To Write Killer Ads That Generate Clicks

  • Learn About Bidding Strategies

  • Learn Everything You Need To Know About Quality Score

  • Become A Master With Ad Extensions

  • How To Set Up and Track Conversions

  • How To Optimise Your Ad Campaigns

Literally everything you need to be able to create and implement a successful Google Ads campaign.

There are tons of resources for you to download throughout the course and lots of bonus tips and tricks you can use as well.

Fact: For every $1 spent on Google AdWords, the average business generates $2 in revenue.

Let’s make sure you're one of those businesses.

Knowledge is power. Invest today and never look back!

Transcripts

1. The Ultimate Google Ads Course For Beginners: Hello and welcome to the ultimate Google ads course for beginners. My name is Joshua George, and I'll be leading you through the course. I actually own and run the leading digital marketing agency in London called Click Slice, but we managed over 50 Google ads, accounts for clients in multiple industries. In this course, I'm going to go through the exact process that we follow to set up and run a profitable Google ads campaign. So you can be confident that what you're learning is indeed used in the real world and does actually work instead of just giving you all the theory and then leaving it up to you to figure it all out, I'm going to show you every single thing you need to know in the over the shoulder format. Step by step, I'm going to show you exactly how you can create a Google ads account from scratch, how you can find the best keywords to target help to craft the perfect add text. Different bidding strategies. You can utilize quality score at extensions, conversion, tracking you name it, I've got you covered. There are 3.5 billion searches every single day on Google and 40 to 50% off those searches result in an ad click. There has never been a better time than now to learn Google at's. This stock is super powerful. I'll see you inside. 2. What We're Going To Cover In This Section: hello and welcome to the first section off this course. We were going to cover the basics or Google ads on how you can actually set up your Google ads account. So in this section, we're going to cover What is Google at and where do they appear? We're also going to look at the Google account hierarchy. We're going to look at setting up your first Google account from scratch. We're going to go into a bit of detail in location. Tom it in on. We're also going to look at budgets on selecting your bidding strategy. Now, if you already have some experience with Google ads and you understand how it all works, then you can probably go ahead and skip this section as you might find it a little bit too basic. However, if you have no experience of Google ads, then I highly recommend you do not skip any sections off his course and you go through the whole thing section by section, as that will give you a really good foundational Understanding on will ensure you understand every single element when it comes to Google. That's so without further ado, let's dive into this first section 3. What is Google Ads?: What is Google ads? Google ads is Google's advertising system, in which advertisers bid on certain key words in order for the clickable ads to appear in Google search results. What's important to understand is that when you bid on a keyword, you are essentially Internet auction and competing against other advertisers who are bidding on the same keyword. You only pay Google when someone clicks your ad so you can ascend. You get add up and running for free without ever spending a penny. On top of this, you can set a maximum CPC, which stands for cost per click on, basically told Google. This is the maximum amount of money I'm willing to pay per click. This makes it extremely flexible as you only pay what you want to pay. So now we know that let me run you through some astonishing facts and confirm that you made a good decision by wanting to learn Google ads. So first up giggle have a 75% market share, meaning that they are the dominant search engine in the world. Whenever someone wants to find out information of product or a service 75% of the time, they will turn to Google, which is great for us, as it means going to get more eyeballs on to our ads on more clicks over to our Web site. There are 3.5 billion searches every single day, which just confirms that people go to Google. First and foremost, Amazon is growing indeed for search for products and so on. But Google is still the king. By far, 71% of Google's revenue comes from Google ads. It used to be 97% in the past, but that's dropped down to 71% only because Google was dived into other revenue streams. But 71% is still a whooping number on Because Google make so much money from the Google ads , they try their best on the hardest to make sure everyone who's running Google ads actually succeeds. As that will mean. They'll make more money as the people who are succeeding are going to spend more money on drum or ads. So it's a win win for both of us in 2000 and 17 do who made a massive 109 billion? That's 1,000,000,000 yes, be for baseball $650 million in revenue, which is absolutely crazy, and 71% of that revenue came from Google ads. So if you do the mask 71% off, 109 billion, 650 million is actually 77 billion $851,500,000 which is crazy. So in this course I'm going to teach you how you can get a little slice of that pie, because this stuff is super super powerful. But here's another astonishing fact. 40 to 50% off all Google searches. And in an ad click on This is really interesting to know, as a lot of people say, no one clicks The Google ads. I never clicked the Google ads. My brother, my mommy never click the giving lads. Ignore that because 40 to 50% of all searches and add click. And if there's 3.5 billion daily searches, then that's roughly just under two billion clicks a day on ads. So ads are working extremely well, and the main reason why the working so well is because Google keep changing away at the show is on the search results page so back in the day you have a big yellow block behind the ad, which actually stood out quite a bit and made it obvious it was ad. So did you actually change over to what we call a green add icon? And even now they've changed again. Just the black text literally saying at It's actually becoming very hard to tell the difference between a pay dad on the organic listing. And this is Google's main goal. As the harder is to distinguish between the two, the more clicks ads are going to get this actually leads onto my last astonishing fact. 45.5% of users do not know the difference between an ad on the organic result. So just under half of the people carrying out research I don't know the difference between organic Anna ad, which is crazy. We just showed you how powerful Google ads are. So now we know what Google ads are In the next video. I'm going to show you where your Google ads can appear. I'll see you in the next video 4. Where Do Google Ads Appear?: way do Google ads appear? So Google ads appear in two main places. The first is a search network, and the second is a display network. So no, in which one to choose for your campaign is extremely important. So 99% of the time, when students come to me and asked me what is the best network to display my ads on, I always say the search network. So allow me to explain it different between both of them and explain exactly why I recommend you go for the search network. So first off, what is the search network? So the search network is simply Google search. So this is the most common one, and you've probably seen it yourself before. In the past. Multiple times you've got onto Google and you've typed, in a phrase or a keyword like women's boots. And then, as you've done that, you see loads of ads at the top of Google. You see some ads on the right hand side of the page here, but the top two to free results are always going to be ads. So this is the Google Search Network. So one of the benefits of advertising and showing your ads on the Google search network is that you can target people who type for services or products that you offer. For example, if you offer women's boots or maybe men's hats, for example, you could make sure that your products are visible for when someone types in those searches related to your products. So the Google search Network is extremely powerful on kind of allowed to target people who are looking for your products and your services. The display network, on the other hand, is where you show as on external websites. So websites are on Google. So maybe the Wall Street Journal, The New York Times and so on. So you would show your ads on these websites in a display form display for meaning either a banner or image. So with display ads, you don't have the opportunity to target a specific group of people. You're added literally shown to everyone who's on that website. So if you do sell, let's say men's gloves, for example, and someone lands on that website and then we're interested in gloves, then they're not going to click your AB. So as a result, typically speaking, the conversions for ads run on the display network is usually a lot lower in comparison. Toe ads run on Google Search Network So now we've gone through the theory off both Research network on a display network. Let's go over to my browser and I'll give you a live example off both of these in the real world. So I'm now over on my browser. And if I type in a keyword such Aziz women's boots on and see what we have and you can see straightaway, we have two ads at the top of the page. We know there are because they have a little add symbol right here. It is very hard to distinguish between ad on organic. You do have to look very closely. Which is exactly why I was saying Google ads are becoming more and more powerful as Google is starting to blend. That adds more in with the organic section below. So at the top of the page, we have to as of right here. So these are two different companies bidding on this keyword women's boots to the right hand side of the page. We have another big section here, all for a swell So that adds you're seeing on this page is as on the Google search Network , So ads on Google search engine. So if you want your ads to appear on a page like this at the top of Google or maybe on the side, then you need to make sure you go for the Google Search Network. Sometimes you can have up to four different ads at the top of the page, and typically you have another two to free at the bottom of the page as well. So, as you can see, we have another free ad at the bottom off the page. So let me show you a live example of an ad on the display network. So over on this website now called Wall Street Journal, so Wall Street journal is simply a news website. If we scroll down the bound to have a display ad somewhere here on the riot on within three seconds, we've already found one. So this is a display added coming from the company court webcast. So we actually click the X on, then go. Why this ad? You can actually see that this ad is getting served to us from Google we know that because we're getting this information in front of us, which is about how Google show you ads. So in this instance, this company is explain that add on this website for using the display network. So as you can imagine, I'm on this website right now. I'm not that interested in equity trading, which is what this ad is about to. This conversion on this ad isn't going to be that high. This company is showing that on display network. And like I said earlier, there's no way to really target the people you want to see you out when you choose a display network. This is the main reason why I recommend that everyone should always go for the Google Search Network. It's way more targeted. It's way more specific, and you're more likely to have more conversions and make more money on have a more profitable campaign. The one thing where display ads come in handy is when you really want to increase your brand awareness. You can almost even display ads unless you get your brand it out there on so many different websites. That's it for this one, and you now know the difference between the Google Search Network on the Google Display Network. I'll see you in the next video 5. Google Account Hierarchy: Google's account hierarchy. So in this video, I'm going to go through the main things you need to know about the structure and the hierarchy off your Google ads account. So let's start off with this image. From the top down, you're gonna have your Google ads account. We've in your Google ads account of going tohave campaigns. And then within your campaigns, you're going tohave multiple ad groups. You can have one had group, you can't have five. You could even have 100 different ad groups is completely up to you. And then within each out group, you're going to have keywords on your actual at so that as we saw on Google, they are created within your ad group, which is within a campaign to just to give you a better idea at the account level. So the top level you have all the options like sit in your email your time zone, you're 1,000,000,000 added more users. We're at the campaign level to the level below. You have all the options like location targeting. So that's what you determine what location you want to target with your ads. You have your ad schedule device targets in and then below that at the group level, you have the advert ation as well, but we'll go through each no in more detail as you progress throughout the course. The main elements understand is the hierarchy on that ad groups are within campaigns on. At the campaign level is where you set your location targeting. So let's imagine you have a furniture website. It can be a little bit confusing at first to get your head around it, and you might already be sitting there or standing and have a few questions, such as, Should my product being an ad group? Should it be a campaign? Should it be a keyword and so on and so one? So I'm going to show you the method that I utilize on the use for clients as well to determine whether we should have a campaign or ad group for our service. So let's go over to our browser and look at this website hygiene supplies direct dot com Hey, hft online. And just to confirm this is not my website, I have no affiliation with this website whatsoever. I'm just going to use it as an example for at the course just to give you some live examples could really help ensure you're getting the most out of this course. So, as you can see from the website that have multiple categories, they have a category for all the washroom products have a category for hand dryers, heaters, pest control, home and guarded, clean in founder and so on and so on. So you can actually put the navigation on your actual website to figure out what campaigns you should have on what Abou tree should have. For example, this is that the fan subcategory. So under fans, they have free different options. They have domestic fans, commercial and industrial on air call in. So within the fan, subcategory, they have free main sub categories on then we're in no sub categories that have more products because of products have different keywords. We have ceiling fans, deaths fans, extractor fans, pedestal fans and so on. And so on in this instance is going to be best. I have a campaign for each subcategory, so you have one campaign for domestic fans and the move. In that campaign, you'd have ad groups for each particular product, so it have an ad group for ceiling fans. And then within that ad group, you would have all of your keywords that you want to bid on, such as best ceiling fans, cheap ceiling fans, ceiling fans out of reliable and so on and so on. So these are all keywords related to ceiling fans. So as a result, seen in fans should have its own ad group, and that group should be under the main campaign off domestic fans. So hopefully you found that useful, and we'll give you some ideas on how constructor your cue adds account. But again, don't worry if you don't understand at present, as I'm going to give you a live example. But essentially the main take away from this is you have a Google ads account. Within that account, you can have multiple campaigns for each product you offer, such as maybe air call in commercial domestic fans and so on and so on and then below that campaign, you'd have your ad groups, which are the products that come under that sub category, and then lastly, you have your keywords and your ads, which all relevant of that ad group and that subcategory So that's it for this video, and I'll see you in the next video. We're going to show you how you can set up a Google ads account from scratch. 6. Setting Up Your First Google Ads Account: in this video, I'm going to show you how you can set up a Google ads account from scratch. So if you already have a Google as account, then feel free to skip through parts of this video to find the bitch you are after. So to set up a goo adds account, all we need is two things. The first is an Internet connection. On the second is a Gmail account. So go ahead and sign into your GMO account. So as you can see, I'm already signed into one of my GMO accounts on, I'm simply going to go over to Google and type in Google ads on I'll get the top result in organic. So I'm not gonna click. Add. I'm currently at the top result in organic. It's what we have paid for. It looks something like this. Do bear in mind This page is going to change over time, and you simply need to click. Start now I ever hear or starting out at the top. Let's get that click and then once the pages loaded is going to give you free, different options. So what is your main advertising goal? Is it to get more calls, get more websites, cells or sign ups or get more visit to your physical location. Now you might think these are only few options. You can choose from its super super important that you ignore these free options and you actually come all the way down here and click switch toe expert mode. Now the reason we want to do this, because the free options you have at the top is what we call it diluted set up process, meaning all of the options to choose on for your ad group High going A structure account is completely removed from you taken out of your hands on decided by Google, which is what we want to avoid at all cost. Google ads is extremely powerful, and we went toe have full control over our campaign on what triggers are as the show. So let's go ahead and click that button right now. Switch the expert mode so this is going to load a page which looks like this where it gives you way more options. Select the goal that would make this campaign successful to you. We have cells, leads, website, traffic product and brand consideration. We've got brand awareness and reach at promotion and so on and so on. So way, More options and it's way more powerful now. Even if you're trying to generate more cells from your website, I wouldn't recommend you go for cells. I always recommend you go for a website traffic So website traffic. The main goal of this campaign is to get the right people to visit your website. So if we follow suit on that example and use the same website, hey, just deed, not mine. Let's just imagine we're trying to get more cells for one of our deaths fans Then, as a result, all I need to do is go for a Google Web traffic campaign on direct people to my website who were looking for desk fans. So let's go ahead and click website traffic on. As you can see, I have two options to run my campaigns. I have the Google Search Network and I have the display network. Now, I've already run through the differences between these two in the previous video in this section. So if you haven't watched that video, please you go back and watch it as it is very important to understand the difference between a search on a display campaign now the shop in video and discovery options that all blurred out. There's only because I'm one website traffic. If I want to go over to lead or go over to cells, you can see we have more options coming through. And so one, However, like I said, nine times out of 10 you're going to want to pick website traffic and you're going to make sure you have the Google Search Network selected. So let's scroll down now. It says, Select the ways you'd like to reach your goal. I never really fit in this box. And again the last box I skippers well on, I simply click continue. So at the top of the page, it give you a summary of what you've done so far. Saigon for Google, search on my main goal is to get website traffic to get more people over to my website, so the next option is the pick your campaign name. So this is the name of your campaign going toe have within your Google ads account so that I went through on the previous video on the Google account hierarchy. You're going to make sure you want to pick a campaign name, which is suitable to your website. You can easy, usual website navigation to find a suitable campaigning. Let's go over to this website again. Hated D dot line. Let's go over to fans. Use that as the same example. I want to run some ads for Order these fans right here. This comes under the category off domestic fans. So as a result, I'm going to give my campaign name that exact name as the category domestic fans. Let's go back and type in domestic fans and where do what might adds to show. I want my ads to show only on the search network, so I'm going toe antic display network. You can take this button right here and show more settings. This way. You go into more details about when you're on your ads to start. Do you have any euro option, dynamic search abscesses and someone, however fun. Now we don't need to get into that. So once you picked your campaign name and you get the Google Search Network is time to move on to the next section, which is called location targeting. So I'm going to go over this in a separate video, which is going to be the next video as I don't want to make the videos too long on location . Tire Litan is actually a big thing in itself. On requires its own video. But before we get into the next video, if anything still is unclear on how you should name your campaign, then please go back on what the Google Hierarchy video as it frames everything very clearly . I'll see you in the next video. We'll we running through the location, toilets in settings. 7. Location Targeting: Welcome back in this video, we're going to cover location Target in which is this section of your Google ad set up So location targeting comes under targeting on audiences. So location targeting is where you choose who you want your ads to reach. Do you want to show you add to the people in your local area? Do you want to talk to the whole country? Do you wanna target specific radius around your company on DSO on whatever option you choose to go for this is where you can configure those settings. So by default, giggle gives you free options. The first is all countries and territories. The second is a country you are based in which for me is the United Kingdom and the third is enter another location. So this week, in literally type in a location or a city state, a country, whatever is that you want to target. So nine times out of 10 you're either going to pick the second or the 3rd 1 I haven't come across that that many clients that do all countries and territories unless you're a massive international company who has a massive budget for Google as and just want to get as much data as possible. But essentially, you could start with pick in the country you service, or you can type in a location. It's really important to note as well that if you do own e commerce store, then technically, you conserve your whole country. But it doesn't mean you should pick your country by the fault, as you might actually have some data and some insight on your customers that actually tell you, the majority of your customers are coming from a certain part of that country, maybe London if you're based United Kingdom, so as a result, you might just want to target one city until the whole country. And then, as you get more data and more information about your customers, you could then branch out your campaign on target more cities until you cover the whole country, which, if you did want to do that, you'd simply go into enter another location, and then you simply type in the location. You would like to target selection. Imagine you own a plumbing business in London, so as a result, you only service clients, which are based in London, so you simply go to option free. Enter another location on typing the word London and its simply think the word target next to London. Before we go ahead and click target, you can actually see that Google give your reach as well. So this is the estimate of the amount of people who were based in the city Want to talk it so as we can see, London roughly has 31,500,000 population, so as a result, that is going to be our reach. However, if we didn't want to target London, we can actually exclude that from my list as well. So maybe you reviewed all your data and your customer insights on what you've noticed is that London is actually a really bad city for you. You don't get that many clients. A. Your conversions are really low. So as a result, we want to run your ads everywhere except London. This is where you use option exclude, or you could do it nearby as well. So let's get that click, and I'll show you what that looks like. And as you can see, we not have location areas which are always local to London. We have Essex Hartford Cheer. Sorry, Ken. The London bar and so on. So you can really get granular and find out locations which are local to London, which might do well for you as well. But for this instance, I'm going to get close and simply click target on London. And now I have a campaign which is just out in the city off London. You can go into the advanced search as well and actually target people by a specific radius . So, as you can see, we have location up here. We can't. You go over to this tab on radius and simply type in the same address. So type in London for the sissy target. And as you can see, it's added a 20 mile radius around London as I have 20 miles right here. If 20 miles is simply too large, I do believe that is a default number. You can simply changes to five miles and then put in London again, or whatever city you like to target Click Target and because he's added a new circle as well. So do bear in mind If it is the case for you, you are going to want to remove the other ones, such as this one right here, 20 miles around London, and we'll take off the main London on. As a result, we're now only talked in a five mile radius around London. You can also use the pin mode as well, which is really useful. So if you're working with a client or maybe sure website and you know your base, let's say somewhere here, Holloway, let's zoom in on that. You can simply use the pin mode and then simply click Holloway and set your radius five miles again as I have five miles up here and click Target, and as a result, that would do a five mile radius around any location you want to target. So as you can see, this stuff is super powerful. If you are working with a local business, or maybe just want to show you as the people in the Pacific area, you can also go down to the post coat as well, so we could type in a post go like I G 11 barking, for example, which is a place in United Kingdom. Let's take off this one so you can see this circle right here on. As you can see, I'm now doing a five mile radius around the postcode of my G 11 which is a town called Barkin in the United Kingdom. So it really comes down to how detailed you want to get now, Dewberry, mind there isn't any right or wrong option. I would advise you stop with the third option and simply target one city on based on the data would ever scale up or scale back the campaign. And Dewberry mind as well that if you are running on a tight budget target in a big city like London, is probably not a good idea. You might want to go over to Google maps and type in London, for example, on that you might want to find small towns of in London and start off targeting those areas first. So, for example, this is all of London right here. As you can see on within London, we have a place called Crider and Quick and ERM we've got Harrow Wembley. So if you are running on a small budget, you want to put in a smaller area, as that means less people are going to see your ads, which will result in less clicks. However, if you want the most data, then do go ahead and target a larger area such as a city. So now we pick the location we want to target. You might think great. I have now done my location settings if you do think that you're going to be wrong. But I don't blame you as I thought that as well, when I was new to view the lattes. Google unknown for wanting advertisers to spend the most amount of money on the platform. Why? Because it means they make more money. So, as a result, is actually more options you want to configure, which is going to be under location options. So let's give that a click now. And as you can see, we have free options under target on. We have two options under exclude, so the options on the target is a century. The people you want to target with your gig lattes. So at present, Google has take the top one for us, which they say is recommended, which says, target people in or who showed interest in your targeted locations. The reason why this option is recommended by Google is because it's the option which is going to make you spend the most amount of money. Now. What is option means is that people could be in another city to what you're targeting. Type in a keyword you're targeting, and then see your ad and click on your ad, which means you're going to spend money now. If you are a local business, a new only service London, then you don't want anyone else, Senior adds, who aren't based in London. So having this talk result, Tick is going to make sure anyone can see your ads no matter where they are if they type in one of your keywords. So if that is you, you are going to want to go ahead and simply click the second option, which is target people in or regularly in your toilet locations. This means anyone who sees your ad is going to be in your location or have regularly going to be in your location on Google will know who's in your location regularly as a track. Everyone's data now, if you're not a local business, maybe you're on e commerce store, such as hatred, the online website reviewed earlier one in the course, Then maybe you can have a top one selected. Just DeBerry. Mind if you have the top option selected? You're going to spend more money as more people are going to see your ads. So it all comes down to preference. There's no right or wrong option here. The last option under target is target people searching for your targeted locations, which, if I'm honest, I've never uses option once as a result, in a lot of wasted clicks, as these people are just searching for your targeted location. So which is London? But they have no interest or anything I have to offer. They simply just type in a keyword like London on They see my act so I wouldn't recommend you go for the last option on under the option. Exclude. We have two options. We want our ads to exclude people in your excluded locations, which is recommended by Google, or we can exclude people in or who show interest in your excluded locations. So this is only applicable if you add an executed location, which, if you do then are highly recommend you go for the second option on exclude people in or who show interest in your excluded location. So again, if I had the same example of a local business, maybe from all your data and your customer research, you find out that London is not a good city for you. So as a result, you want to exclude London. If someone north in Manchester United Kingdom, 304 100 miles north of London, searches for a keyword, you've excluded. But they're not based in London at the time of searching, then they're going to still see your at. This is why you want to go for the second option on Ignore what Google say with the recommended. As like I said before the recommended Option Mountain, that 10 is going to make you spend more money. A lot of beginnings when it comes to Google, ads always go for recommended as it believe it's the best option. However, as you have this course, you don't have to be one of those people. You could go for the small option and save money. So once you finish customizing your location, titans simply think location options. There close the menu and the language. You simply want to make sure you have the correct language selected, which for me is going to be English for the option below for audiences. I wouldn't worry about this section from now, As as you are working on a new Google ads account, you won't actually have any audiences you could target. That's going to be beneficial for the campaign. So let's go ahead and close that for now. In the next lecture, I'm going to cover the budget on different bidding strategies you can utilize. I'll see you there. 8. Budgets and Selecting Your Bidding Strategy: Hi. And welcome back in this section, we're going to go over the budget on the bidden options you have when you set up your Google ads account. So this is option just below the location targeting, which is what we just set up in the previous video. So budget am bidden. So on the top box, you get to define how much you want to spend per day. So this is your budget. So before you run any ads or do anything like that, you need to determine how much are you willing to spend every single day on a Google at now they're Mountain willing to spend is going to very dependent on what keywords you target. For example, if one click for one of the key words you want to target is £10 than having a daily budget off £5 isn't going to make any sense. However, as we don't know that data just yet, it doesn't really matter what you put in here for now. And you can always come back to here later and actually changes information. So I like to do is always put in £3 or free dollars, just as a random number is no reason why you can't do more or less. But essentially, you just want to put a number in this box. Just you can go ahead and actually set up the account again to confirm Don't worry about this number. We can play with this once account is set up. So for the option below forbidden. As you can see, Google was asking us, What do you want to focus on on by no surprise, Google is recommended me for my campaign to get the most amount of clicks. Why? Because if I get the most amount of clicks, it means I'm going to spend the most amount of money. And it means Google going to make the most amount of money on. Like I said before going with the default option. That Google Select, which is always recommended, is not always the best option. So in this instance, what want to do is change our bidding strategy and go for a different option. So if I click the drop down arrow, you can see we don't actually have that many options we have recommended, which is clicks. Conversions and conversion value are both grayed out the reason why the Great out is because it's a brand new AdWords account, as we don't have any data on previous conversions on the option we have at the bottom is impression share. We don't want to go for this one. What want to do is come off this on, then click or select a big strategy, which is actually not recommended by Google. The reason being is because you won't spend as much money. But essentially what you want to do is click this link right here. And as you can see, we now have more bidding strategy options. We have target CPI a target roos, which stands will return on ad spend. I'm going to go through all of these bidding strategies in a separate video. In fact, I'm going to make a separate section for all of these as there's so much to cover. But for now, for the purpose of this video and just getting your people adds account set up, you simply wanna go for manual CPC, which stands for cost per click. So when you go for manual CPC, you are essentially telling Google there is a certain amount of money that you're willing to spend per click. This gives you full and complete utter control of your people. AdWords account If we don't go for manual CPC and go for maximize clicks, which is what Google recommends, what will happen is Google will not care about your goal, your main conversions. What you're trying to achieve it will simply try and get you as many clicks as possible and make you spend the most amount of money. Remember, you will make over 70% of their income from people running diva lattes. So now I've selected manual CPC as my bid strategy. You can actually see Google is giving me a warning box saying setting bid manually may result in lower performance. You smart didn't help improve results by using more signal to optimize your bits. Whilst this is true, if you don't know what you're doing, this isn't the Cato us as we're going to be going through every single thing in great detail. So for now, for the purpose off, this video mentioned you go for manual CPC, and like I said, I'm going to create a whole nother section covering all the bidding strategies on algo for exactly when you should use each one on, which is the best for your goal. However, for now, let's just go for manual CPC and get the account set up. So why don't you selected manual CPC as your bidding strategy? I typically go to the bottom and click, save and continue. I don't going to show more sets in, which is the ad schedule and advertise ation as I'm going to cover this in a separate video later on in the course again, The purpose off the videos in this section it just get your account up and running. So again, add extensions are going to have a whole nother section for that as well. So let's kick save and continue on. That's going to take me to another page where I start configuration my first ad group in the next video, we're going to pick up where we left off on. We're going to go through setting up your first ad group 9. Setting Up Billng: and then you're going to land on a page. It looks like this, which is where you set your ad group. However, for now. And like I said, the section of this course is just to get your Google ads account up and running. So we're not going to create any ad groups in this section. Off course, Bored. I'm going to do it simply, just fill in any information just to get the set up process done. So add group, want or need that as a standard name the fault bid, which is my maximum CPC and cost per click Ali that is free pound again. We can change it all later on intercourse anyway, so it doesn't really matter for now. Let's get save and continue just to get a set up process done. It's going to be exactly the same protest for creating ads again. I'm gonna have another whole section on how to create ads for Google ads. So for now, let's just scroll down and click, save and continue and then, lastly, the last part of the process. So step for that part you can't skip and you have to fill in is going to be your 1,000,000,000. So this is simply going to be your tax information and your name and address of your business if you have one. If not, then you have to use your home address putting your primary contact details so your name and your email address how you're willing to pay on, obviously, your method of payment as well. So your credit card or a debit card. So it's important to know as well that payment structure for Google ads is done automatically. So how it works is you add on your credit card details to your giggle adds account on. Once you reach a fresh hold, Google was going toe automatically charge your car so you do indeed have to set up your billing information before you can actually start to run any Google. That's so what I'm going to do now is fill in all of my 1,000,000,000 information, and then I'll show you what you're screaming like after once you click submit down here. So I've just stored in all of my 1,000,000,000 information. I've click submit, and now I'm going to click Explore your campaign so this is going to take me to the campaign dashboard, showing all the campaigns I have for my Google ads account on. Just like that, you set up your first Google ads account on your now ready to dive into the main sections of the course, which is finding all the keywords, the target keywords. The bid on match types have to create your ads on groups and so on and so on. So I'm going to see you in the next section off the course we're going to dive into, or the juicy parts I'll see you there. 10. What We're Going To Cover In This Section: keyword research in this section of the course, I'm going to cover what is a key word on understanding the intent behind one really, really important, as if you target keywords. We've no a lot of higher buyer intent behind them. You're going to find it quite difficult, actually. Make some money when it comes to running Google ads. I'm also going to come of the free methods. You can use the come up with keyword ideas to target. I'm going to show you how should organize your keyword by themes, which is going to make a life so much more easier on. I'm going to explain what we call keyword match types in great detail on Lastly, we're also going to cover what we call negative keywords. So without further ado, let's dive into this section. 11. What Is A Keyword & Understanding The Intent Behind One: What is a key word? A key word is simply a search phrase that you wish to bid on in a Google ads auction. So remember Google ads Every time you bid on a keyword, you are essentially entering an auction on competing against other advertisers. To be successful, you need to figure out exactly what your potential customers would search for in Google to find your website, the service or the products that you offer. For example, if we follow suit from the same website hatred de online, you can see there have so many different products. If we stick with our fan example with domestic fans of seeding fans, this fans and so on, so each one of these individual products would potentially be something that the customers would search for. So as a result, the potential key word for that website would be ceiling fan, as this website offers seed in fans. Now each keyword has its own intent behind there, so it's time to understand keyword intent so key within 10 sometimes known as search intent , represents the users purpose for the search. So I have to keywords. Below I have are ceiling fans worth the money and I have a best ceiling fan. So these are two completely different keywords, and I have completely different intense behind them, someone searching for our seed and fans worth the money. Not really sure where the senior fans of right for them, they're still trying to justify it to themselves. Is it really worth the money? Should I be buying a fan and so on? On the second keyword, best seed and fan, this person already knows that they need a seed and fan, and now they're just looking for the best, even found that they come by. So this keyword has a much higher buyer. Intent on will be more profitable if you talk about this keyword. As part of Yukio adds campaign, we have the either chart on the right hand side of screen, so a stands for attention. I stands for interest, de Sanford Desire and a stand for action. So when it comes to finding keywords that are going to make you the most money, you're going to want to target keywords that are further down. The Eid a funnel if you talking key was at the top of the funnel, such as attention on interest, such as a keyword like on ceiling fans worth the money. You're not going to see that many conversions. Why? Because these people are more interested in your product and I don't have the desire or the action to buy at present. Hence the keyword actually being a question. It's good to know as well that there are two different types of keywords. You have a short tell keyword, and you have a long tail Keywords short, Toki was are much more general search queries consistent off one or two words. While Long Tilke was consist off 2 to 5 or even more words, here's an example of a short Toki work ceiling fan. Here's an example of a long tail keywords. Best seed in fans with bright lights. Typically speaking, long toll keywords convert a lot better than short or keywords on. The main reason why is because they're more specific, said Acosta knows exactly what they're looking for. If someone goes on to Google and they type in best ceiling fans with bright lights, then they land on your website, which is all about Steve and found for bright lights. The chances of them converted and actually by one of your products is going to be quite high. That's if your prices are competitive. But essentially long tail keywords convert a lot better than short or keywords. Now do bear in mind when I say long tail keywords. I'm talking about long tail keywords that have high buyer intent behind them. So essentially keywords that are further down the Eid a funnel. The other final will help you a lot when it comes to determine Are you talked in the right keywords? So now we know what a key, what is. And we understand the intent behind a keyword is times actually dive into a bit of keyword research. I'm not sure exactly how you can find Key was a target for your website. I'll see you in the next video. 12. How To Find Keywords To Target - Related Website URL: Welcome back in this video, I'm going to show you one method you can utilize to find keywords you can target for your website. So, as you can see, I mean, why Google ads account I have my campaign set up on. I have my group set up well under my campaign. So, domestic fans, this is our campaign. And in that campaign, we have offers at group, which at present is just called at Group One, as that is the name we gave the group when we set up a Google ads account. If you skipped out the videos in the first section because you already have a Google account sets up, then simply we need to do to get to the scream on right now, it simply create a new campaign. So if you don't know how to create a new campaign we need to do is go toe all campaigns at the top and then click this bottom right here that says new campaign and then just follow the process We went through in the previous section of the course to get to the screen. We're going to be on now, so essentially, let's go through this now. So let's go to our campaign, which is all about domestic fans. And just to confirm, we're going to be using this website as an example throughout the whole course as we build out a real and live Google ads campaign. So we'll go with the fan category, and we've simply pick domestic fans as our main campaign. So as a result, we have domestic fans, and with in domestic fans, we have our ad group. So let's go into our ad boob and actually rename this right now. So let's go to domestic fans. Goto ad groups. This will view all of our ad groups, which you only have one. As we created one in the set up process on, I'm simply gonna click this edit icon and give that the name off. Add grew if you want to target. So we're going to start with the top one, which I believe wars ceiling fan. So is indeed us open that in a new tab. So what I'm going to do is rename this ad group to ceiling fans. Reason why is because this whole ad group or the keyword of inside this ad group all the ads are all going to be about ceiling fans to now we have our ad group called Ceiling Fans , so let's go into our group and add some keywords. So once you have in your ad group, you now have the opportunity to add some keywords. So, as you can see at the moment, it says you don't have any enabled keywords. Soto add some keywords or we need to do is click this bottom right here. This were now open a screen like this, so what you can do is simply enter your keywords such a ceiling fans and best Selim found and so on. But that's not the best thing to do, and there's a lot of guesswork involved in that, and I wouldn't actually recommend that tool. What I'm going to show in this video is extremely powerful and very easy to do. If you look to the right hand side of the page, we have this option right here. Get keyword ideas, enter a related website. So what we can do is actually go over to our Web site, find our page, which is related to our group. So it's going to be seen and fans, which is the one I have open already here because simply take this euro control. See, go back to AdWords on paste that in control V and click. Enter on. Now What Google is going to do is go to analyze are you are all on pick loads of relevant keywords, which it believes is relevant to this. You are all so as you can see, it's found ceiling fans, outdoor ceiling fans, ceiling fans of lights, white ceiling fan so tons and tons of different ideas. So what you can do is actually go through these keywords and just add any of them you think are going to be applicable. You go for ceiling fans. Get that a plus you're not. Add it to your keyword list. You go of ceiling fans with lights, ceiling fans of remote. The idea is just to go for the keywords and pick which one you believe are relevant to you Now, DeBerry mind you can enter any euro here. You don't just have to enter your website URL, for example, if one of the key word you are targeting is going to be ceiling fans, then instead of just using your website, you can actually go over to Google and type in ceiling fans go down to the website number one inorganic so the ones that aren't paying for ads. So let's take this website right here. We can copy this you Earl copy link address. Go back to Google ads on, then paste in that euro on the Google. Tell you all the keywords which is relevant to that euro, which you can then pick and choose from if you weren't included in part of your Google ads campaign on. As you can see, we now have some new keywords. You have ceiling fan blades. We have contemporary CNN found and so on and so on. So you convince you rinse and repeat this to get tons of keyword ideas so I'm going to do is simply add some or keywords over for ceiling without lights. Outdoor ceiling outdoor for ham. Modern got cheap Ceiling fan, which is quite interesting. Large Setem fans see them fam Price, which probably not a good one, actually, someone who types in Celean Fan Price. They just want to know the price of a founding not dedicated to buy one. So let's take that off and then click Seymour and get some more ideas that we have ceiling fans for cell cool Selim fans. Hunter seeding found. I'm not sure what she is, but it sounds good. We've got modern again. You can keep on scrolling down just to find more keywords which you believe are going to be relevant on. Like I said, you could easily rinse and repeat this so you can go back to Google. And instead of taking a website in position one in organic, you can take the one in position to go back to Google ads on remove the other one pace in the New York Oh, and then click Enter and it will give you more and more keywords. So let me add a few more keywords just very quickly. We've seen these ones already. We've got bedroom. That's at that one. We've seen cool. We've got kitchen, we've got, we've got remote control fairness. But that one is well, we've got fan design, not really relevant. Teoh are ceiling fans. We've got low profile seed in fans with heart stealing fans and so on. So I hope you get the point of what I'm trying to get across here. This method is super powerful to get tons of cute ideas. So once you finish compiling all of your keywords and you're happy with your list, do not go ahead and click. Save. I repeat, do not go ahead and click. Save What we want to do is visually compile a big list of all of these keywords on a spreadsheet where we're going to format them and then upload them to Google in one go. This is gonna make your life so much more easier on a liar to keep your Google ads account nice entirely and organized. So what I'm going to do is copy order. The key was control. See, go over to my spreadsheet, which I'm going to upload as a downloadable resource for you. So don't worry about that. And I'm simply going to pace. Although my keywords I found in the keyword column. So for now you can ignore the column. And that says themes. For now, we simply want to build a massive list of all the keywords that we can target for one of our product categories on. Once we've done that, I'm going to go free how we can categorize are keywords all by thematically related themes . But for now, the main goal is just to get a big list of relevant keywords. So in the next video, I'm going to run you through another method you can utilize to find keywords on. We're simply going to add those new keywords to this list and keep building up and building out. 13. How To Find Keywords To Target - Keyword Planner: Another method we can utilize to find tons of keyword ideas for our website is to use Google's keyword planet all. So let me come on this from the previous video. Let's cancel. We don't need to add these keywords right now. Like I said, the main aim off this section is just to get loaded. Key was on a spreadsheet and then go for the data after So absent your keyword plan, it'll you simply need to go over to the top where it says towards and settings. Now you can do this from any page or on rivers. Overview. Where is your campaign? Your ad group? You simply need to go over two tours and settings and then under the planning section, you want to go to keyword planner. Let's give that a click now and now I can see we have two options. Discover new keywords or get search volume and four cost. So as we're looking to get more keyword ideas, we want to go for the first option. Discovered new keywords. Once you give that click, you're going to have two options. Once again, start with keywords or start with a website. So we've just done this option already in the previous video. So let's start with Start with keywords to the best thing to do is type in abroad, keyword. So as I add Group is about ceiling fans, I'm simply going to type in ceiling fans. There's a box below your keyword, which says include brand name in results. So this all depends on what you're targeting and what you're trying to market. If you're marketing a product which is predominately dominated by large brands, then what you're going to find is a lot of the keywords you discover are going tohave brands in them. For example, if your company sells mobile phones, then you might want to until this option, as a lot of the keyword ideas you're going to get are all going to be based around Apple and Samson as M two companies obviously dominate the mobile phone sector, so what I'm going to do for now is leave ceiling fans ticked. But again, it comes down to preference and your keyword whether you should take off until this option . So once you confirmed your keyword, you simply need to click get to results. Google is now going to search its whole database and find tons of key with which are related to ceiling fans that you can target for your campaign. What's really good about the Google keyword plan? It all is that it gives you an estimate of the average cost per click to be at the top of page one. So, for example, we have this keyword right here, hunter seed in fans, this keyword get search with roughly 100 to 1000 times per month. The competition for this keyword is high, which means there are a lot of other companies also bidding on the key word hunter ceiling fans. If we go to the right hand side of the page, we can see the top of page bid, which is the low range is roughly 18 pence per click on the top of page bits. So to be at the top of page one for this keyword, you've roughly going to spend 67 pence per click. This is really handy to know, as if you know your profit margins and how much you sell your products for. Maybe it's a fixed price. You can really dive into the data and determine is this a price you can afford to pay for a click is this a pressure can afford to pay for a click and so on. But essentially, as you can see with the keyword plan, it'll we have tons and tons of keyword ideas. We actually have over 1000 cute ideas in total, which is crazy, as I just trapped in one key word. Now, as you can imagine, out of these 1000 and 68 key words that people have discovered, no, all of them are going to be applicable to your website. So instead of simply just clicking a keyword and then go and add it to one of your campaigns and your ad groups, it's far better to download or the keywords you see here. Add them to your keyword research template on, then sought the keywords out by thematically related themes. So don't worry about what that means. Now I'm just giving you a good overview of the whole process on. We're going to go through that in great detail once we found all of our key words anyway, So the download, all the keywords, what you want to do is go to the left and simply tick this box on. Go to the right hand side of the screen at the top and click download keyword ideas. You have two options that download your keywords even go for CSB or Google sheets. I always like to go for C S V, but if you do use Google sheets, then feel free to select Google Sheets. So I'm gonna go four CS file and that's now gonna download all of these 1000 and 68 keywords. So once you've downloaded the foul and you opened it, it's going to look something like this is going to be tons of data on here. However, as we're only trying to get keyword ideas at present, all we need to focus on is the actual keywords. So, as I said, there's over 1000 different key word to look at four Cdn fans on For the purpose of this training video, I'm only going to copy, let's say the 1st 50 or maybe even the 1st 100 This will make sure our spreadsheet doesn't get too long and take us too long to go through all of the data. So I'm going to copy up here 100 actually have 97 selected, so you to go down free more So let's go for this one on go back up and now have 100 keywords selected. Sun goes a copy that and simply added to our main keyword research template paste. So again, these are all keywords related to ceiling fans. We are going to have duplicates here, which isn't a problem at all, as we're going to remove these later on down the line. So just a summarize. What we've done so far is we've used two different methods to find tons of keyword ideas for one of our categories on our website. So now let me show you another method. There's so many members you can utilize. I really want to make sure I cover all aspects off keyword research just to make sure you could find literally every keyword possible for your website. So let's dive into the next video. We're going to cover method free, which is going to be using an external tool called Sem Rush 14. How To Find Keywords To Target - SEMRush: some rush is a great tool you can use to find tons of mawr keyword ideas for your website. So some rush is online. Talk forward Digital marketers It's for people who run Google lads emailed market in S E O's and so on and so on. So it so much is extremely powerful. It is a pay tool and the prices are pretty expensive, to be honest, especially if you're starting out, they start from $99 per month. However, you can turn up to send Russia using a free trial on this will give you access to so much for seven days for completely free. It won't cost you a penny. Now, seven days is more than enough time to action everything I'm going to teach you in this course which, to be fair, you only really need to send rush when it comes to doing keyword research. So my advice to you would be if you're running on a tight budget, or maybe just don't fancy spending $100 which I don't blame you because I don't Eva, I'm simply sign up for seven much using a free trial, carry out all of your keyword research on and simply cancel your subscription before you reach the seven days. This way you won't get charged, but you can still take benefit off the four features off Sem Rush on, believe me, is extremely, extremely powerful. Just one thing to bear in mind is that when you do sign up for the free trial, you do have to enter your credit card information. So just be sure that you do see a reminder to cancel on where you will get charged automatically. So I highly recommend you sign up and get full access for at least seven days because extremely powerful and then after that, just simply cancel if you don't want it. But essentially, once you've signed up for some rush, you want to make sure you're on a dashboard tab on 12 on the dashboard tab. You simply want a plug in one of the key word your targeting. So for me is going to be ceiling fans on simply Click Search. So so much has a really powerful keyword research tool built into it, and it gives you tons and tons of information. You can also feel to your keyword data by country as well, which is what I really like to see as it gives you a really good insight on exactly what people are searching for based on what country they're in. For example, right now we're looking at all the information for ceiling fans on the database on United States. How we can click the drop down menu and go for United Kingdom, Australia, Germany, France, Spain on any other country you choose. So for Cdn fans, it has a global monthly search volume off over 525,000 that is on a lot of searches every single month. So what that means is, every month there's over 525,000 people who will go into Google and type in the keyword ceiling fans. So if we scroll down and look at cured variations, you can see we have lots and lots of keywords. If you remember correctly in the last video for the Google keyword plan, it'll we actually had around 106,000 different keywords where we've sem rush where now gets in 154,000 keywords. So we get more keyword ideas. This is a reason why you want to use multiple keyword research processes. Combine them all together to get a big master list of all of the key words you can target. So let's click this bottom right now. View all 154,000 keywords on. Look at all the key word ideas several is suggesting to us. And as you can see once the page loads, we have all of our keywords down here. White ceiling fan Laidler ceiling fan ceiling, fan wiring, tons and tons of different keyword ideas. If look at the top, we have volume. So how many times is key would get search for every single month. We have the general trend off that keyword. So if a key where trend is going down, then it's a good indication that maybe that keyword isn't as popular any more. We have Katie, which sounds like your difficulty. You can completely ignore this. This is based on ranking in Google. In the organic section, we had the average CPC as well. So the mountain you gonna spend per click do bear in mind that these numbers you have seen here on the CPC are just average is so so try not to take them for literally how they are. But one of my favorite things about some rush is that it sorts to keyword by categories. Now you're probably thinking, Okay, Josh, this is really good. But why is it any better than the keyword plan? It'll the reason why I'm such a big fan off Sem Rush is because it sort the keywords by themes as well. So, as you can see, we have a theme for lights, a theme for Hunter, a fiend for remote. So what I mean by theme is, I mean lots of thematically related keywords. So if I click the theme for Hunter, you could see that same rush is now going to filter through all of those keywords on only show with the keywords, which is relevant to the theme off Hunter. So hunter ceiling fans, hunter ceiling fan, remote hunter, low profile seed and fans. These are all key words to do with the theme off Hunter, which, for those who don't know, Ah Hunter seeding fan is a type off ceiling fan. So if you remember correctly, what I said a couple of videos ago is the main aim is to get tons of keyword ideas on a main spreadsheet like so on, then sought out key words by themes. So the fact you can have your keywords already sorted out by themes on some rush is going to save us tons of time and the reason why I'm such a big fan off this tool. So what? You're on this page. You can even download all of these keywords, or you can download keywords by theme. Now, downloading keyword by theme, like I said, is going to save you so much time. So I highly recommend you pick a theme on down with those keywords and then add it to your spreadsheet now. DeBerry mind if you are a local business than the keyword research process, should be a little more straightforward than what we're doing now as local business keywords are typically made up of two components, which is a service on a location. So plumber on London. So your main key words are going to be plumber London, London Plumbers plumbing company in London and so on and so on. However, if you are operating a e commerce store or a larger website, then this is by far the best way to find out all of those keywords. So what I'm going to do now is download all of the keywords and let's go for the outdoor theme. So let's click outdoor and you can see that in total, we have 4239 keywords which are all relevant, and come under the theme off outdoor. You can actually see how many kilos you have by looking at this number right here. So for the purpose off this course, I don't wanna download too many keywords. I want to keep it nice and straight forward. So what I'm going to do is find a keyword theme that doesn't have that many key words in it . So maybe hang in. Let's have left hanging keywords that has 838 key works. So once it Data has now loaded, I'm simply going to explore all the keywords which related to the hanging theme. So I'm going to go for C S V. This is now going to download a file. Which looks is that if you like this, let me give this and open. So once you open, the spreadsheet is going to look like this. We have quite a lot of data and quite a lot of columns on the spreadsheet. However, we only need the first column, which is all to do with keywords. So let me copy the 1st 100 keywords or composite. Right there they go, 100 keywords we can see that is 100. As we have the countdown here, some seem to go into a copy or of these hanging related keywords. Go back to my main keyword research spreadsheet, and I think the scroll to the bottom on, then pacing all of those keywords. So once I've done that, I can now close it spreadsheet as it's not really needed on. I can start working on my main spreadsheet. So what I'm gonna do in the next video is I'm going to show you exactly how we can filter fruit all of these keywords on categorize them by themes, which is going to make a life so much more easier when it comes to creating your ad groups and creating your actual acts. I'll see you in the next video 15. How To Organise Your Keywords By Themes: in this video, I'm going to show you how you can thematically categories all of your keywords, which, as I mentioned in the last video, is going to make your life a whole lot easier when it comes to add in your keywords in your Google ads account. However, before we do that, what we need to do is remove the duplicate key words. So as you can see, we have seed and found right here. We've got seeding fans out there as well. So the reason why we have the same keyword mentioned multiple times is because this list you're looking at right now is our master Fall, which has a list of keywords from multiple sources. So as a result, naturally you're going to have overlap with some of your keywords. So first things first, let's remove the duplicate key words. So to do that you want to select the whole column and then simply go over to conditional formats in and then go to highlight cell rules on, then scroll down to duplicate values and give that to click and then simply click OK on. Now what's going to happen is that every key weather is a duplicate is going to be highlighted in rip. So what I like to do is let the whole column and then go to data on, then sort that by eight hours. It So that's going to solve all the key words in alphabetical order. And that way we can easily see which keywords are do profits. For example, Row number 29 every number 30 are both duplicates. So what I want to do is simply delete one of the key words on now that's going to get rid of the red highlight at that keyword is no longer a do picker, so I'm going to go through the whole list now, removed all of the duplicate key words on to speed up the video said, You don't have to wait for me to do it. And just like that, I have now removed all of the duplicate key words. It's good to know as well that I did do some further keyword research and actually add some more keywords to this research time. Just so I have a decent key websites list, which means when I go for the data, it should be a little bit easier for you to understand, as I'm going to give you more examples. But essentially, it's the same keyword list I just added in more key with by using the same keyword processes I've already showed you in the last two videos. So the next thing to do once you remove the duplicate key words, is to remove the unwanted keywords onto a separate tab. So what I mean by the unwanted keywords is literally any keyword, which you believe is not a good fit for your website. So if I scroll down, unless you can find any unwanted keywords a d school really faster apologies about that. We've got some keywords right here. So how big off a ceiling fan for a 12 by 12 room? It's a bit longer so you can see with keywords. How bigger of room for 52 Ceiling fan. How does a ceiling fan call of room? So the stopper keywords I wanna call question based keywords Now, if you remember what I said in the video on keywords on keyword in 10. The's keyword in regard to the item model is going to be pretty low down in the funnel. Someone who types in how does a ceiling found court room. What this tells us is that this person isn't quite sure they need a ceiling fan. So their search term they searched for in Google is actually a question. So as a result, I don't want this person to see my bugle at as if they do, they could potentially click my cost me money and then it might not even by a fan. So what I want to make sure I do is target keywords that have a higher Byron 10 this keyword How does a ceiling fan courtroom This has really low buyer intent. But instead of just delete in this key word from our list, what I want to do is move these unwanted keywords onto a separate tab called negative keywords. So I'm going to go through what a negative keyword is in a couple of videos later down the line. So don't worry about that. But just for now we need to know is that we need to move all of these keywords onto another tab called negative keywords. So what I'm going to do is simply go back to the top off this column. I'm going toe. Add a filter. I'm simply going to tell Excel to show me all of the key words which contain the word how as every keyword that has the word how in it indicates is going to more of a question which means is going toe have low buyer intent. So, as you can see, I've done my filter like so on. And as a result, I now have all of my keywords which contained the word How so? What I'm going to do now is copy all of these keywords on simply copier over onto the negative keywords tab like so once I have it on a separate tab, I am free to delete it from our main master far. So I'm free to delete these now. I don't want to see any off these keywords. The reason why I complete the now because I already have the data all stored on another tab now is a good idea to clear your filter and actually go through the rest of your keywords, as you might see, some other key with which also aren't relevant. So the key was removed at present is just going to be a with keywords with the word how, however, we can have a lot of key words as well. There are also questions that start with the word What? So let's go back to my main tap. Go to the filter of right here again. If you don't know how to add a thought on your keywords, I'll show you exactly how to do that step by step. I did go through that pretty bit fast her in the first instance, but essentially, you need to make sure you're on the data tab. You want to click the whole column and then go to filter and then click the arrow and make sure you choose the word contains. So I've already done it for house. I'm going to do what she has. Any keywords that say what? And as you can see, it is quite a few key words here. So what Science ceiling fan for a living room again, these keywords with low by our intense I want to get these moved across to the negative keyword list like so now the copied across Aiken. Delete them. I want to clear my field. So when I have another look through the keywords just to make sure I don't see any more. Can you hang? Can you hang a ceiling? Okay, so this is a different type of key. What we can add. Can you hang a ceiling fan again? Low by our intent. People just trying to find out about the product. Can you do this? I only want to target people who are ready to buy my product, because if I target just those people, then the conversion from our overall campaign is going to be a lot higher. So it's add. That filter again is go to the top, click the arrow on, then go to contains and then put in the word can. And as you can see, we now have all the keywords which contain the word can. So let's copy all of these keywords go over to negative keywords on Pace them in, like so. So let's go back to that on Delete that now. So essentially, it's the same process for all of your keywords. You want to go for your list and just kind of figure out what keywords aren't relevant to your business and then simply remove them onto a negative keyword list. So for the purpose off this training video. Let's just imagine I've gone through the whole list and have now removed all of my keywords . There aren't relevant over to the negative keyboard list. The next thing you need to do is go for your keywords and see if you can spot any keyword themes. What I mean by keyword themes is key. Words are all similar in some way or another. So, for example, we have a key word here. Free Blade Ceiling fan. We have light. We have 42 seeding Fan with light 42 in ceiling Fan with light 52 Ceiling Fan with the lights 52 Interceding fan with light so you can see light appears quite a lot, so other result. One of my key word themes are going to be light, as all of these key words have a relation to the word light. So that is going to be a main theme for me If we keep scrolling down and see what other things we can calm across, we've got lights. We've got fans with pre generic. We've got ceiling fan dimensions room. We've got room again. You got room, room, room, lots of room So I think I'm gonna go to the top and add another theme for the word room. Like so that scroll down to see what else we have got. Lights, we've got remote. Potentially remote control. Could be another one. We've got lights. We've got rooms again, which have already covered Got living rooms Quiet, love keywords for room and light, Which is interesting to see that scroll down and see what other key was we have. We've got hanging in the seeding hanging, Seen about books, Having seen even plaster books. Lots of interest in searches there people are Googling hanging ceiling fan from plastic books. Quite interesting. We've got Whose home Depot. Okay, So, essentially, as you could see, the whole process I'm trying to do here is literally go through all of my keywords and see if I can spot any similar themes. So I did notice remote control came up, so I'm gonna go to the top. Simply add that as another theme. My d believe that is enough themes for narrative for the purpose off this training video. So once you categorize your main themes, you could have one theme. You could have 50. There's no right or wrong answer. You simply need to go through all of your keywords and list out the most obvious themes. So once you've done that, the next step is to create a tab for each theme you just found. So the first thing for me is going to be light. So what I'm going to do is create a new tab. Let's move the tab to the end and I go to rename this tab Lights on output ceiling fans, ceiling fans light. And then I'm simply going to go back to you, my main master file. Click my filter, choose the word contains and simply put it in my theme, which is going to be light. And now it's going to show me all the keywords which related to the theme of light. So what I want to do is copy all of these themes or key word. Sorry on, go over to this tab and simply paste them in like so let me just zoom in a little bit so you can see all these keywords like, so I put in key words at the top. So I double click that secrecy or the keywords on I simply want to do the same thing for all of my other themes as well. So let's come off that and clear those filters. The next team is going to be for room two. Let's go back on. That contains one contained the word room. This is not going to show me. All of my pee was all to do with the theme room. So let's copy all of these key words again and simply paste that back on another tab, which this time is going to be called seeding fans room ceiling fans Very well, like so on pace that up there Trophy. For some reason that didn't seem to copy list. Do that again. Control C Go back to that Control V Day We have All of our keywords on are put in the word keyword talk as well, Bold and more zoom Aziz Well, on that. So what we're doing right now is simply put all our keywords which automatically related all on one tap, which is going to make it so easy when it comes to add in all of these keywords into our Google ads account in its separate groups. Now, once you've created all of your tabs. For all of your theme's, it's always a good idea just to go through the tabs and look at the keywords and just see it is anymore key where she forgot to remove, or maybe one that you just originally missed off. It's a lot easier to review your data when you're looking on a separate tab for your keywords as all the keywords you're looking at on the individual times are going to be related to that theme. So you can very easy spot ones that shouldn't be there. For example. We have 12 by 12 room ceiling fan. That is a good keyword. We have 44 in sealing family room size, which, if you think about the intent behind this keyword, if someone googles 44 inch ceiling fan room size, then essentially what they're trying to figure out is what size room had a 44 inch ceiling fan provide sufficient coverage, So this probably isn't acuity want to target. So I'm going to do is copy this keyword and put on the negative keyword list so it makes you do spend some time going through all of your keyword themes and makes. You don't have any keywords on your tabs, which you shouldn't have. That is only gonna make your life a little bit harder when it comes to creating of Google ads. So won't you cleaned up your keyword research spread? She you do not want to go ahead and copy these keywords Trains you argue, adds account. What? You want to do it at the correct keyword match types. So I'm gonna go through keyword match types in the next video on, Explain every single thing you need to know. I'll see you there. 16. Everything You Need To Know About Keyword Match Types: keyword mashed pipes. Keyword match types are probably the most important element when it comes to keyword research. So keyword match types tell Google how much freedom they have when pairing your keywords with search terms. Now there's a big difference between a keyword on a search term. A keyword is the key where you enter in your bugle adds account. So that is a key word you want to bid on as part of the Google ads. Auction on the search term is what the user would search for in Google to see your ad and click it and they land on your landing page. So it's really important. You know, the difference between a keyword on a search term, so keyword match types applied to the keywords that you add in your Google ads account. Now there's four different types of keyword match trance we can use. We can use broad match, modify our phrase, match an exact match keywords. Now the only difference between each match tight when you enter in your cable ads account is going to be the symbol you use when you enter the keyword. So if we look at the top row Braud match. The symbol is literally none. There is no symbol when you want to add a broad match keyword. For example, if I want to use the keyword ceiling fans as a broad match match type, all I do is go into my keyboard section in my cable ads account on. I simply type in ceiling fans exactly how you see it right here, ceiling fans. So if I go for a broad match matched right for the word ceiling fans, then that is telling Google they may show my add on searches that include misspellings, synonyms, related searches and other relevant variations. All of the key. What I entered, which was ceiling fans, for example. Someone can go over to Google and type in do ceiling fans work on because I have the broad match match type. That means my ad is going to show to the customer on. The reason being is because I've gone for a broad match match type, so it doesn't really amount of what the customer types in. My keyword is a broad match keyword. So Google was going to match my ad broadly against a ton of different search terms. So, typically speaking, your broad match match pipe is probably the worst matched that you can go for and is going to result in. You get in tons of clicks on your ads from people that are probably not even interested in your products. However, if you have a big budget to spend on your keyboard adds campaign and you want to get some more keyword ideas, then broad match is a good scenario to go for. Just bear in mind. You're going to get so many clicks as like I said, Google is going to match add broadly against tons of other search terms. So the second match light we have is broad match modifier, so the symbol for this is a plus sign. So if he wanted to add a broad match, modify a key word in your Google ads account. All you need to do is add a plus sign at the front of each word. So if I use the same keyword example ceiling fans you can see, I've simply added a plus in front of the word ceiling, and I've added a plus in front of the word fans. So what? It tells Google is a showman at any users who carry out any search terms that included both or these words ceiling on fan. Now it doesn't matter which way the user types in, whether they have fans first or ceilings first. As long as both of these words are contained in the search phrase, then Google is going to show my add to the user. So when you use a broad match, modify a match type. Your ads may show on searches that contain the modified term or a close variation, but not similar in any order. For example, someone Congar over to Google and type in how much our fans that go on the ceiling on your ad will show to the user. Because the search phrase contains both words, ceiling and fans, It doesn't matter which way the person types of keywords in and almost both keywords are in search phrase. Then your ad is going to trigger, so this one is a little bit more stricter than broad Match, as we've brought back to you are literally telling Google to show your ad no matter what the person types in, as long as it broadly relates to ceiling fans in your ID is going to trigger were abroad. Match. Modify your telling global toe only share. Add it to search zone contained both of these words again in any judo. The third match light we have is phrase match. So the symbol for phrase Matt is simply going to be speech marks. So you need to have your word within a speech, mark. So as you can see about the same keyword ceiling fans and I have it within a speech mark. So what I'm doing right here is I'm telling Google toe only show my at two people who type in any think that has the word ceiling fans within the search phrase. And those two words need to be in this order so someone could go into Google and type in best seed in fans on. As a result, my ad is going to show if someone goes on to Google and types in best fans for the ceiling , then my add is not going to show because the search term doesn't mention my keyword in the order that I've stated so Phrase match match traps is a really good match fight and could ensure the click she'll get into your ads are going to be highly targeted as the only people that's going to see your ads are going to be people who are trapped in the key word in the phrase that you enter. The last match type is going to be exact match, and this is the most strictest matched like you can have on the symbol for this one is simply brackets and your keyword inside your brackets. It's very important that you use this type of bracket and not the curve one, but essentially when you use an exact match match type, what you are doing is you're telling Google only show my ad when someone types in this exact match. Keywords, which will be ceiling fans so someone could go into Google and type in best ceiling fans. Your ad will not show. Your ad will only show if someone goes on to Google and types in ceiling fans. Exactly. Hive entered it in your Google account, so understanding the difference between math types is going to make sure you don't unnecessarily spend a lot of money on Google ads on result in a lot of wasted clicks. Using the right match site was going to save you so much money on ensure your campaign is the most effective. So, typically speaking, whenever you run any Google and you're going to want to start off with the bottom to match types, which is exact match on phrase match, as these are the most strictest rules and give you the most control over exactly who is seeing your ads? And that way you can target the right people. If you do have more budget to spend and you like to experiment and get more keyword ideas, then using broad match modifier is a great alternative. So now we know the difference between the match types you can have on your keywords. It's time to go back to our keyword research template on. I'm going to show you how you can very easily and very quickly on the correct symbol to your keywords that you'd like to add to your Google ads account. I'll see you in the next video 17. How To Add Match Types To Your Keywords Like A Pro: in this video, I'm going to show you how you can very easily and very quickly at the match type symbols toe all of your keywords. So, like I said in the last video, added match type symbols to your keywords is going to make sure that your ads only trigger for searches which are relevant to what you do. So I've actually gone through my keyword research template. Foul on have actually created two more tabs to cover two more themes. The themes is remote control and hunter. So if I go on the remote control tab, you can see we have four key words here, which all relate to the keyword theme of remote control. And this is exactly the same thing for the keyword theme hunter. So if I go back to the theme for room and look at all of my keywords, what I sense you want to do before I copy these keywords over into my ads account is add the correct match type symbol Teoh each and every single one of these keywords. So now there's free different types of symbols I want to add, so there's free types of symbol. I want to add one is going to be the plus symbol, which is abroad much modified. We're going to need speech marks, which is the phrase match match type. And then we also need to add brackets, which is going to be the exact match match pipe. So essentially every single keyword you see on the left is going toe. Have free different variations off that keyword to include its own different match type. So if you're really good at Excel, you can put together a really complex formula, which is going to say, Copy this keyword. Add the words speech marks. Copy this keyword at the word brackets. Copy this keyword and add the word pluses. And that would be all your free, different match types. However, that is a little bit long winded and can take a lot of time. So what I'm going to show you is a free online tool, which is going to copy all of these keywords on add the correct symbol to them automatically for you. So this is the website. It's called emerged tools, so that you are able to access this tour is simply top talk dot com four slash marketing forward slash merge words. So all you need to do is go over to your keyword research template. Pick any one of your theme, so I'll use the same theme your seem right here for rooms and simply copy all of your keywords you have on there. Command, see or control. See if you're on Windows on, then head over to this tour on pace. In all of the key words on, As you can see, we have 65 different keywords in total. So once you've copied your keywords into the tool, the next thing you need to do is click this button right here, which says extra options. And now we have a few different options. Below we have the word space. Miners, plus custom weaken wrapped the text in nothing in speech marks or brackets. So these are essentially symbols we can add to each and every single one of our key words. So if I flick the word plus and then go over to merge, you can see it's now copied. All of my keywords on has added the word plus in front of each word. This is, in fact, our broad match modified match type, so literally within the space of three seconds. I have now copied all of my keywords, and I've added the broad match modified symbol toe every single one of them. So what you can do from here is simply copy. Order those keywords. Go back to your spreadsheet on before you paste it into the column. What you want to do is make sure you have the right former selected, which is going to be this one right here, which says text. So once you've done that, you can paste in all of your keywords. Like so and now you can see we have all of these keywords on our spreadsheet with the broad match modify its symbol so we can go back to the tool and do exactly the same thing. But instead of going for broad match modified, we can go for exact match keywords. So let's put separator back to nothing and let's go for the brackets and then click Merge. And as you can see, it's now converted all of our keywords and added the brackets at the end. So let's copy these. Go back to our spreadsheet and simply paste these below. That is now all of our broad match modified keywords And lastly, the ones you want to do is going to be our phrase of match keywords. So for the phrase match keywords, for some reason, I'm not sure why you can actually copy the speech marks over into Excel. So what we need to do is use a very small formula, which I'm going to show you how we do now. But before I do that, let me just show you the reason why we have to use this formula. If I click the speech marks and then click merge just to get some of our phrase much keywords, let me copy one of them and go back to excel. If we paid for this keyword into our spreadsheet, it's literally just going to say the keyword on. As you can see, our speech marks haven't been copied in. So what I like to do is only use a tool for the broad match modify it, and that is that much match types for the phrase match match types. You're going to need to use a former so the former is very, very simple, Which is this one right? Here is back slash speech mark at backslash speech. Mark. Very, very simple. So what we need to do is simply copy our formula, go back to our spreadsheet, select all of our key words in the first column, and then go to the top and click general Click More number formats, click custom and then in the box at the top, removed general and simply paste in that formula, which to confirm is back slash speech marks at backslash and speech marks again. And then click. OK, and as you can see, it's now added. A speech marks toe all of our key words in the first column. So the last thing we want to do it simply get all of our key words in the same column. So are simply copy all of these on, then, pacing below our phrase much keywords on the left hand side like so and then simply delete this column right here as it's no longer needed. So now we have our keywords in the free, different match like variations. And if we wanted to double check that weaken, simply copy all of our keywords and then check how many numbers we have at the bottom. So 195 where we originally had 65. So this tells me that every single keyword we actually have three times now for each individual match. So the last thing to do once you've created your keywords with the match type symbols is to simply copy your keywords over into your Google aunt account. So command, see or control. See if you're over on PC, copy all of the keywords and then go over to your Google ads account. Go to campaigns and you can see this is a campaign we set up earlier on domestic fans. Let's go into that campaign and we should have an ad group for ceiling fans. So initially, when we sell out this ad group, I thought it was OK to have one ad group just for ceiling fans. However, as we've done more keyword research, we can actually see that within ceiling fans, we have multiple themes. We have one for light, one for room, one for remote and one for Hunter. So, as a result, is going to be a lot more effective and more simpler if we create an ad group for each team we have. However, there's no way of knowing this until we do the actual keyword research. This is why there's no perfect way to set up a Google ads account. It all comes down to preference. You can have all of these keywords in one ad group if you wish. But just to keep in mind that you create ads for ad groups, you have. So if you have all of these themes all in the same group, that means you're going to have tons of different antics, which aren't really related just because you're trying to satisfy each team you have within that group. So for ease, what I'm going to do is go back to my Google ads account, and I'm simply going to rename this ad group Ceiling fans room this way. I know all of the key words in this ad group is related to seeding fans for the room theme . So let's go into this group and then I want to click this bottom right here, plus keywords, or I can pick the blue plus icon up here. They both do the same thing, So let's give this a click and then now what I want to do is simply pace in all of those keywords from my keyword research template file. So let me go back to my keyword research template foul and then copy those keywords. Go back to Google ads on pace him all in, Right. So and as you can see, we now have all of our key words in our group to the next thing to do is simply click save . This is now going to add all those keywords to our ad group on. We can now move on to the next stage, which is going to be craft in our ad texts for each keyword we want to target. However, before I get into crafting your antics, I'm going to cover negative keywords, which is extremely important, So we'll see you in the next video. 18. The Importance Of Negative Keywords & How To Add Them To Your Account: negative keywords. Negative keywords prevent your out from being triggered by a certain word or phrase. Negative keywords conceive you so much money when used correctly. For example, if you only sell luxury products, then you can actually go into your Google ads account and put the word cheap as a negative keyword. So whenever someone goes on to Google and search for something similar to your product and they use the word cheap, Google will ensure your ad does not show to that user, which means straightaway. You can block out clicks from people who were looking for a product, which you may not offer, which in this instance, is going to be a cheap version. Let's go over to the next light and look example of exactly how this works in the real world. So before I go for the examples, the symbol we use for a negative keyword is the minus symbol. So this would be the symbol you add before the keyword. Now it can get a bit confusing, as you can have different match types for each negative keyword, you gotta have a broad match, negative keyword. You could have a phrase much negative keyword and you can have an exact match. Negative keywords as well. It's really important to know that the whole world you enter as a negative keyword is going to become the negative keyword search phrase. So let's talk about the top example. The negative keyword for broad match off cheap Syrian fans. So if someone goes on to Google and they type in cheap seeding fans, your ad will not show it's the same story. If someone goes into Google and types in ceiling fans cheap, your ad will still not show to the user as a negative. Keyword is a broad match off all of the words cheap ceiling fans. However, If someone goes on to Google and they type in basic fans, your ad will show to the user now base. It could be another term. People use toe, identify a cheap solution. So do bear that in mind. The second option is going to be a phrase match. Negative keyword, so it would be brushed metal fans, and you'd have those words of in speech marks. So your ad will not show if someone searches for best brush metal fan or brushed metal fan price. However, your ad will show if someone types in metal fan or by metal Fan as a negative keywords you entered was brushed. Metal fan metal, found by itself on by metal fans, are perfectly fine. To show the last match type we can apply it to a negative keyword is going to be the exact match. So in this example, we have an exact match, negative keyword, which simply says luxury fans. So if someone goes on to Google and typed in luxury fans, you are and will not show. However, if someone types in companies that sell luxury fans, your ad can show. The reason being is because a negative keywords you entered is simply just luxury fans. If he wanted to block out when someone types in anything to do with luxury, then you'd have to enter the word luxury as a broad match match type. As a result, when it comes to add negative keywords to your Google ads account, I always recommend you go for the first option, which is a broad match. The reason why, as a broad match, negative keyword covers the most methods that people can use to find your ads. For example, if I did just sell luxury fans, and I didn't want anyone to find my ad types in the word cheap than what I would do out. Go over to my Google ads account and add the word cheap as a negative broad match. Keyword. Understanding how negative keywords work is super important. As like I said, it's going to say you so much money. So let me head over to my Google ads account, and I'll show you exactly how I can add a negative keyword to your account. So to add a negative keyword, what you need to do is go over to keywords on, then simply click negative keywords. So this is a whole section on your Google ads account. Dedicated toe added negative keywords. Soto Add a negative keyword. All you need to do is click negative keywords here, or you can click the blue plus icon up here as well, and then one Chinese option. You need to select your campaign, so let's go campaign and then pick the campaign we have, which is domestic fans. It's always importing. You add negative keywords to your campaign and not an ad group level. The reason why we want to add negative keywords at the campaign level. And not that ad group is because, as you know, an ad group comes under a campaign. So if we add a negative keyword to the campaign, then by the fault, that's going to include all of our ad groups. So instead of just sitting here and thinking what negative keywords should I put in? You can actually go back to your keyword research template. Foul on, Go over to your negative keywords. So these are all the keywords that when we did our initial keyword research, we deemed it not to be relevant to our business. So as a result, if you remember correctly, I said to you, don't delete these keywords. Keep them on another tab as we're going to use them later on in the course. This is exactly what we're going to use them for. So instead of you spending hours trying to find out what people search for and if it's relevant to your business, we've already done that research, and we've done the heavy lifting. So now it's rusticated, adding these keywords over to up to your aunt's account. But instead of selecting or the keywords and then copied them over to our ads account. We can actually be a little bit smart about this. If you remember what I said a couple of minutes ago, we can use a broad match Negative keyword, which is going to block out a lot of these keywords. For example, all of these key words here they start the same. Can you? So the main word we're going to want to block out to block out all of these keywords is going to be the word can. The reason why is when someone goes on to Google and they type in the word can. It typically leads to a question. Now we need to ask ourselves, Do we want to be showing our add to users who were going on to Google to type in a question ? The answer is no. The reason being is because these type of people have a low Byron 10. They are not in the mood to buy a product on their actually just looking for some information. So, as a result, I'm going to take the word can go over to my giggle, adds account on pace to in like so I'm going to go back to my list and see if I can find any more negative keywords. How big Got how toe hang, How to choose. So another word is how typically people going to Google and use the word how again they are not really type of people. We want to target their quite far down the bio final as I don't have much buyer intent behind the keyword and for the purpose off this training calls. Let's just imagine we sell luxury fans. So what I'm going to do is simply type in a negative keyword off cheap notice how all the negative keywords I'm using other broad match negative keywords. I'm not putting down any phrase match negative keywords such a cheap fans and then add in my speech marks. All I'm doing is I'm simply adding it down as a broad match. Negative keyword. Now, if you remember correctly, you will remember me saying to you that negative keywords should have a minus symbol. However, when we upload this to Google because giver actually has a whole dedicated section on Google ads for negative keywords, you don't actually need to add the minor symbol you are more than fine just to go over to a negative keywords on Enter Them like so. What I'm going to do is I'm going to upload a downloadable resource to this video, which is going to cover the most common negative keywords that you should probably have in your Google ads account, such as words like Amazon and Walmart and so on. Because if someone typed in those words in the search them that they are looking for amazon dot com or walmart dot com as a result, we don't want to add to show. So once you finish added in all of your negative keywords, you seem to me to come down here and click Save. And as you can see, Google has now added these free words as a negative brewed match keyword. 19. What We're Going To Cover In This Section: creating your ads in this section. I'm going to go through the evolution or how ads appear in Google. And believe me, it's very, very interesting. I'm also going to go through the best practices for writing. Killer at Tex is really important. You understand how to run ads, which you're going to generate your business clicks. We're going to look at how to create your first giggle ad from scratch. I'm going to cover everything you need to know when it comes to add rotation on. I'm also going to cover at how you can create an ad schedule to suit your business, so lets hop straight into this section. 20. The Evolution Of How Ads Appear In Google: before we dive into the fine details off going for exactly how to create a good glad, I thought would be really good to go for the evolution off Google. It's so Google ads have changed so many times over the years and the way they're looking, Google is always changing. So this is how a Google ad used to look in the year 2000. So some of youse may be quite thriller with how this Google actually looks. It was quite clunky, messy. The ads always stood out where ads on the right hand side of the page with a nice little colored section behind it, but adds up the talk. We had a whole banner up here, Aziz. Well, just really, really old fashioned Google Google, since moved on from this layer on went through this layer in 2000 and seven. So as you can see, they removed the clutter blocks on the right hand side of the screen and actually added this massive colored section behind the top free, which indicated these were adds. So as you can see back in the day, it was very, very easy to spot a Google at which, if you think about it is not really a good thing for Google. If Google know that the results are ads, then people are less likely to click onto them because they're paid advertisements. So as a result, Google is going to make less money as less people are clicking on the ads. So over time, Google has been changing the ads constantly to ensure they're know as obtrusive. So this is another example of what Google went soon in 2000 and 17 2018. You can see that she removed the whole colored section on. What they've done instead was simply add a little color to add icon right next the euro. So as you can see, this is a lot less obvious, then what they used to have In the past, However, Google went one step further on there, actually removed the colored section. So this is what used to look like and not too long ago. And if you look carefully, you can see the top three results for this keyword. Women's boots are all actually adds. It is quite hard to see it since they removed the colored background. However, if you do look closely you can see. Indeed, these are actual ads. However, that wasn't enough to satisfy a Google have gone one step further on what we have now to date is the black add text, which literally just says add with no background color at all. So, as you can see, what we have at present is a lot less obtrusive than what we first had when Google launched Google ads in the year 2000. So the main aim of Google is to get more people clicking over to the at. So what does that mean for you as a Gil ad advertiser? Well, it's actually a good thing, as there are a lot of people out there who aren't too fun off. Give your lives and they just see it as a scam. I don't want any website at the top. If it's an ad, however signature add now blends in with the organic section are a lot better. People are going to click over onto your ad without knowing its ad in the first place. So what does that mean For you? It means more clicks over to your website and your landing pages. More eyeballs on your website and your brand. It's Aled. Good news for us. The only people who really suffer from these updates are people who have just during S e o . So people who are trying to pay in the organic section, which is a section you see below the paid advertisements. But the main take away off this video is that Google ads are always changing. So just be aware that on any time I do see any big Google update in regards to ads, what I will do is I will make a post in the Facebook group and make you aware of that. But that is it for now. And I'll see you in the next video. We're going to walk you through the best practices for curating killer Google ads. I'll see you there. 21. Best Practices for Writing Killer Ad Text: Google ads best practices. So before we go over to our giggle, adds account and actually create our first Google ads, I wanted to go through the best practices first. So understanding this is going to help you so much when it comes to creating your first Google up. So let's dive into it. So a great technique you can use when creating a Google ad is going to be highlighting what makes your company unique. So as you can see, I've got onto Google and I typed in the keyword teeth whitening London The ad in position one that says white teeth in 10 minutes. UK Award winning whitening kits that had below that says crest teeth whitening strips next a post seven days a week. So from me not know much about teeth white men and who is the best company? How long should it take straight away from me? From a cost perspective, White teeth in 10 minutes sounds absolutely crazy, and I don't see any other company stating there. So as a result, I am by the fault going to associate this as a U S. P with this company. On top of that, they go on to say UK award winning whitening kit So this company they can want in your teeth in 10 minutes on they also use the UK award winning whitening kit. So this is to us piece of this company. So if I actually carried out this search and I was looking to get my teeth whiten, I would actually end up clicking the top had, as it has more appeal to me, primarily because of the titles are using white teeth. In 10 Minutes on, they use the award winning whitening kit that has to be a U. S P, as the company below has no mention or how long it takes the white in your teeth. And on top of that, they don't mention that they use award winning, winding kids. They might do in reality, however, as they haven't stated that in the title, there's no way of me, no in whether added a top has made it very clear, and as a result, I have associate that as a U. S. P with that company, U. S. P standing for unique selling point for those who wasn't aware. So, as you can see highlighting what makes your company unique or at least comes across is unique is going to help you a lot when it comes to generating more clicks on your aunt's. Another good strategy you can utilize. It's the focus on the benefit and not the features. So this is so, so important as you can see from the screen shop. I went over to Google and I typed in Slipped disc Essex, Essex being my local county in the United Kingdom and Slipped Disc, indicating that I have a painful problem in my back. That ad at the top of Google says Sylhet disk get expert pain relief fast. The reason why this ad is so good as it focuses on the benefits of the service and not the feature. I have a slipped disc, right? My back is in a lot of pain. This ad is telling me I could get expert pain relief fast. They're not just gonna relieve my pain. They're going to do it fast. As a result, this ad is completely talking about the benefits off the service on, not the features. If the ad was going to talk about the features, it could say things across the lines of weaken. See, you've in 30 minutes fast consultation one on one. Although those examples are good, it's still nowhere near as powerful as focusing on the benefits. Let's imagine you go into a shop that sells vacuums, right? And then the Settles man comes up to you and says, We have this amazing vacuum. It's got twin turbo jets such and power 524 hour battery life blah blah, blah, shouts all those features and facts down your is. And then, on the other hand, you have a mother cells person who comes up to you, and they say, Hey, we have the best Hoover on the market. It has the highest suction power possible on it. Who is up there better than any other Hoover out there on the market? On top of this, it's very lightweight, So it's very easy for you to carry upstairs and also clean the upstairs off your house. Which one sounds more appealing? That guy just shot on all the facts down your ears up suction power, which in reality actually doesn't mean that much or the person telling you you can get the best Hoover on the market, which is going to make cleaning so much more easier. So when you're creating your ad sex, make sure you focus on the benefits and not the features. Another good strategy to use is to include prices, promotions, cell with an offers as much as you can in your giggle at texts. So I went over to Google and I typed in memory foam mattress. We have a ad at the top of the page, which says Biggest ever discount. 40% off ergo flex memory foam. Then we have the ad below, which says 10 best memory foam mattresses UK Stop mattress brands. If I'm looking for a memory foam mattress, which are actually was a few months ago, then I'm going to be more inclined to click. The top result as a top result is mentioned a massive discount and promotion that having with a website below who's running that ad, they don't mention anything to do a promotion or a discount, even though they might actually be having one. Can you see how this plays? A big difference? So let's imagine you are the company at the bottom. Compare your mattress dot com and you're running 50% off on your website. If you don't say that in your ad, how are potential people are supposed to be aware of your discount? The answer to that question is, they're not going to be aware. So if you do offer any discounts on your product, you've got any cells, promotions. Any offers do make sure you include that in your ad text to make it crystal clear to people who are searching for the products and services that you offer, the most important element is the Understand if your landing page is relevant, what I mean by relevant is, Is it relevant to the term you are bidding on? If someone goes on to Google and they type in memory foam mattress, if they click your ad, are they going to land on a page, which is all about memory foam mattresses? Or are they going to land on a paid, which is about memory foam pillows? You need to make sure that the customer journey makes sense. It might sound very simple that there's so many people that get this wrong. They'll bid on a keyword such as red raincoat. However, when the person clicks that ad, they actually land on the page, which shows raincoats in multiple colors. It shows blue ones greens, yellows the person didn't type in. Those colors only served the use of what they typed. In this way, you can assure your ads perform to the optimum level, and they produce the most amount of conversions and sales for your business on lastly. Another good strategy you can use is the ad scarcity and urgency in your Google antics. So this could be things like Cell ends tonight. Last chance to get 40% off or even selling fast These air just free ideas add in scarcity and urgency is best used when you're running discounts as you Cantat I the discount into the scarcity Texas Well, such as the middle one last chance to get 40% off if you're looking for a product and you see a website offering 40% off the product you're after, and they let you know this is the last chance to get 40% off. That's going to apply a bit of subconscious pressure, which may end up pushing you across the line to purchase that product. It's simple, but it's very, very powerful, so Now we've gone through the best strategies. It's time to head over to our Google ads account, and I'll show you exactly how you can create an ad from scratch. I'll see you there. 22. How To Create Your First Google Ad: in this video, I'm going to show you how you can create your first Google app. So to create your ad, what you need to do is go into your ad group and then go to the abscess ins. So let's go to add groups on the left hand side. And as you can see, we now have our first group, which is one me created earlier on in the course ceiling fans for the theme room. Let's give that a click, and then what we want to do next is go over to the left hand side, pain again, click ads on extensions and just ensure you have ads selected. So, as you can see on this page, we now have the opportunity toe. Add multiple ads so to add add and you can even click right here. Or you can click the blue plus icon up here as well. They both do the same thing, So let's give this a click, and then we want to make sure we go for the top one, which is going to be text at. So a text that is a typical Adam been looking at so far in this course on is the one you most likely see when you're on Google carrying out a search for query So let's click this now. And as you can see, we have a few options such as a Fine you are l headline 12 Free display path description one on description to. So before we start writing, I add, we need to determine who we want to target in the first place on as you've already done, all of our keyword research on we split our keywords up by theme for us is going to be super easy. We've already done all the legwork already. We've done all the research on we've categorized. All are similar keywords by a similar theme. So, as we've already uploaded all of our keyword to do with the theme room, we are going to be creating an ad for the theme room. So we need to create ads for all of these keywords. You can see we've got some keyword to deal with Bathrooms. We've got bedroom weaken, scroll down. When we have living room, we have a little girl room. We have a large room on small room. So essentially, what we need to do is cover as many off these topics within this theme as we can win trait in an at this will ensure When someone goes on Google and they type in ceiling fans for bathrooms or ceding fans for bedrooms, they are going to see an ad which addresses specifically what they typed in. So let's head over back to Google, and we're going to create our first ad covering all of the keyword, targeting the word large as we have a large quietly time. You've got it here, and we have it again down here. So let's go over to Google and make a star. So the first things first, the final euro, which is an option at the top. This is the girl that person is going to land on once they click your app. So as well created an ad about large fans. What we need to do is make sure that Landing Page is relevant to the key word war. Bidding on on the key would we mentioned in our ad text. So let's go back over to our example website Hygiene supplies direct. Let's go over to fans and then go into ceiling fans. And here we have all of the ceiling fans. Now, this isn't my website, and I can't control exactly what fans show on what page. However, for the purpose off this training video, let's just imagine that the page I'm one now is also do with seeding found for large room. So every fan on this page is going to be a large one and it doesn't have any small ones. So what I would do is I would copy my You are Oh, I will go back to the Google ads and I put that euro as the final girl, as this is the girl people are going to land on once they clicked at. So the next option is going to be headline one. So what we want to do now is starcraft in our main text, which most people are going to look at when leave you are bugle at. So your headline one is going to the first line of text you see in your Google at so like I said in the previous video, when it comes to your best practices, I like to focus on the benefits of the product and not the features. So instead of saying something along the lines off twin motor, high powered fan or something like that all to do with the features. What I like to do is focus on the benefits. So now if someone is buying a ceiling fan, then that tells me that this person is most likely going to be hot, and as a result, they want to buy a ceiling fan to help them cool down. So if I want to focus on the benefits off the product, what I could say is stay cool with ceiling fans if I could spell the word ceiling. Currently, ceiling fans take off the word s as I reach my current limit. So as you can see, when you start typing in your headline on Google ads, you actually have a 30 character limit per headline. So you need to be a bit creative sometimes and just make sure you fit within the boundary. So I headline one says that Stay call with our ceiling fan, our headline to I'm going to say, suitable for or large rooms. We've got two characters left, so what I've done is I've basically addressed the keyword war targeted, which is a large rooms. I've got ceiling Fan already covered in the first headline and in the third headline, What I Want to do is maybe add a little bit unique to my business or just something along the lines that will get the customer click my ad and actually purchase a fan. So maybe something along the lines off next day. Next day delivery available next day delivery available as as if you're hot and you're trying to purchase a fan. Knowing the fan is going to come the next day might give you a bit of incentive to click the add and actually by a fan from our website instead of one of the competitors. So once you're happy with the headline you have chosen, the next thing to do is to go to your display path. Now you're display. Poff isn't the euro the customer lands on. That is your final euro. That display path is a euro that Google shows a user on Google. So, as you can see at the moment, we have hygiene supplies direct dot com. So this is what the user sees, however, bear in mind. We're going to be targeting people who've gone on to Google and typed in best seed and found for living rooms or seen and found for large rooms. So what we want to do is make sure I find the euro is relevant to what the person search for. So what I'm going to do is edit the display path to try and include some of the key words of person search for So what I'll do for part one up in ceiling fan. And then I'm going to put in large rooms like so. So, as you can see I display you are oh now says hygiene supplies direct dot com forward slash ceiling fans forward slash large rooms. So this adds further reassurance to the user that the pager going to land on which is all about what they search for, which is stealing fans for large rooms. Now, the last two options. We have a description one on description to So typically, what I like to do in a description is just reconfirmed what I'm already saying in the main headline. Most people don't actually even read a description. They just read the main headlines, which is why it's super important to get those sports on. However, you also want to fill in your description as it's going to make your ad take up more real estate on Google's page. So for the description we can go something along the lines off gets a reliable ceiling. Fam on Stay cool This Yes, you. This summer, free delivery on orders over £40 for description to we can go for quick on easy check out . That's quite a bonus that have a lot of websites of really clunky when it comes to the check out process. So just saying that our website is quick and easy. Check out and then I'm going to go on to say orders placed before TPM arrive the next work in. As you can see, I've only you 75 characters off my 90. In the ideal world, you want to try and get as close as you can to the 90 that it's going to make sure ad takes up more space. So, as you can see at the moment, we have our ad right here. We have our description below and at the moment we have free lions in our description. If I actually use up all of my characters. I just keep on typing. You can see it actually give me a whole another line. So what this does, it makes my ad taller and take up more real estate, which is going to make it more likely to generate more click. So just bear that in mind when it comes to creating a description. But just for the purpose off this training video, I'm going to leave it How it is for now. So it once you created your ad and you're happy of it. The next thing to do is click Save Anchorage next, so you should always create two ads for a specific keyword. The reason being is because when you have two ads, Google was actually going to show both ads in rotation, and you can get data on which Adis performing the best. For example, your first variation might have 100 impressions, which basically means 100 people have seen your ad and it might get 10 clicks, which is a 10% click through rate. However, your second variation might get 50 clicks with the same amount of impressions, which means that I had performed a lot better as people are clicking that Adam. Or often, However, if you don't have to ads, you won't know which is the correct one. Sometimes you might sit there and say, Yep, I just create the best Google at ever. He's got the best headline, the best description, However, in reality that doesn't actually perform the best. There is no way of knowing which add is going to be a good performance. Add on, which is going to be a bad performing that this is why we want to create two different ads . So when it comes to creating your second, what you want to do is only have one variable. So what that means is, don't go out there and change every single thing or we want to do is change one thing. So let's change one of the headlines on keep all of the rest of same. That way we can be super clear and see exactly why one ad is performing better than the other. So let me just come off this and click, cancel and include Yes, leave just to make sure I could see what I've done for my first dad. So I'm going to do is come over here and create a new ad. The reason why I went back is just to see the headlines I used for my first ad. Let's give that a click and then go to text. Add once again on as you can see when you come back, they actually populate your ad with all the information you use in your previous app. So when it comes to create another variation is actually very easy to do. So in the first variation in the first headline, I said, Stay cool with our ceiling fan. So what I'm going to do in my second variation is changes to ceiling fans to cool you down . So a different variation, but I'm essentially saying the same thing. However, some people might resonate with this headline better than the other one. So now I've got two different variations for the same keyword. So let's say this ad. So once I add her, say they are going to scroll down and click Cancel yes, leave. And now you can see we have are two different ads targeting the same keywords, and the only thing that changes between them is going to be our first headline. Stay cool with our seed and fan and ceiling fans to cool you down. So what I'm going to do now is do exactly the same thing. What? I'm going to do it for another different topic. So let's go back to my keyword research template. Make sure I'm on the right theme on. As we can see, we have best ceiling fan for living room to your living room. Up there. We've got living room again. We've got living room right here as well. So what I'm going to do this time is create a Google out for all the people typing in anything to do with living room. So let's go back to Google and its create a new ad before Tex at, and the first thing I want to do is already go over to my website and make sure I have the URL, which shows fans which are all to do with the living room. So again, for the purpose off the training video, let's just pretend it's the same Euro. However, if it is your website, do you be sure to pick the best? You are a possible. So let's go back to Google ads and leave in that same euro as before. For the first headline, We're going to changes to ceiling fans for living rooms. One character, despair, which is good. And then for the second line, we're going to go for stay cool this summer, I think. Sounds OK. Next day delivery available. This can remain as absolutely fine for the display path. I want to changes to suit the search intent, which is all about living rooms. So I'm going to do is change this part right here. Large rooms, too, live in rooms like. So now we have seeding fans for living rooms. Perfect the description. Get reliable Ceiling fan and state called this summer free delivery on orders over £40 quick and easy check out orders placed of What's UPM of Ride the next working day so the descriptions can actually lead them, as is as there's nothing that mention off what room this fan is going to be for. So once you're happy with your ad, go ahead and click, Save and create your next ad and, of course, like before, scroll down and then click. Cancel Yes, leave and then add another ad, which is going to bring up the same ad sex you use on your previous add. However, as you can see in this instance, it hasn't actually done that. I know that because the headline to says large rooms the last ad we created was all about living rooms. So this is actually the perfect time to show you exactly how you can copy add to create another variation if this method does not work So you seem to wanna come off this click cancel. Yes, leave on them whilst on this page what you want to do is simply select the ad you want to coffee, which is going to be this ad as this is the one which references the keyword living room. So let's select the ad by check in this box right here. And then we're gonna go up to edit and then click copy. Once we've copied this ad, we want to close the box and then simply do a Command V to paste or control V if you're on a Windows computer. So once we've done that, we want to click done right here, and it's really important you tick this box. If I had already exists in destination curate a dupe occur if you don't take this box in, Google is not going to copy the and for you as you already have exactly the same ad within this ad group. So let's click Paste. This is now going to copy the ad within the other free ads. Weaken, See below. And as you can see, we now have our new ad right at the top. This ad is in bold because it's a duplicate of our previous ad. So what we want to do is click the pencil icon to go into the ads so we can edit one of the headlines, so it's a little bit more unique. So our first ad set ceiling fans for living rooms. So for this variation, let's changes ever so slightly on Let's go for living room ceiling fans like so and then click save ad. And now this is going to be our second variation for the keyword targeting living room. So essentially what you want to do is do this for all of the different types of keywords within one theme, once you've done enough, adds to cover all of your keywords in one theme. You want to go back to your Google ads account, create a new ad group, adding your keywords and then do the same thing for a different keyword theme. For example, I could do exactly a whole same process all to do with keywords, which all about ceiling fans and lights. But essentially, that is how you create your first Google at. If we go back to our Google ads account, just go fruit to the overview. And then let's go to one of our campaigns where we only have one campaign. Let's go into that campaign for domestic fans and let's go into the ad group, which is all about rooms, the one we just created. And I want to show you something on the key word selection page. So this is the page, which shows all of our keywords it want to get to this page. You simply just go to keywords on the left and then click search keywords, and this will show you all the Q as we added to our Google account. And again, these are just the key was we've copied from our spreadsheet. However, now we've added our keywords in do what I should give us a bit more information about these keywords under the status column. So as you can see, this keyword is eligible to show how the keyword below it, Great room seeding fans. I am currently below the first page bid. My max cost per click I put down was free pound per click. However, Google is telling me if I want to be on page one for this keyword. I need to increase my maximum cost per click to fire Pam, 40 of why my add is not going to show. So it's always a good idea just to look through all of your keywords and just make sure you review the data on look at what keywords you can and which ones you cannot bid on. So, for example, this keyword might not be a good keyword for me anyway. Maybe it's just too expensive, and the product doesn't sell for that much money. So I would do is simply click the keyword, go to the top edit and then click for a move on that is going to remove this keyword from my Google ads account. If you ever did want to see the key with your removed, we need to do is go to the top where it says all but removed and then simply click all and it's going to show you a with the key words you've ever had in this advert. 23. Ad Rotation - Everything You Need To Know: add a rotation. So in this video, I want to go through the two options you have when it comes to rotate in your aunt's. So let's head over to the Google dashboard Soto access your Google advert ation settings. What you need to do is go to your overview and then go to settings on the left hand side. And then we have this column right here, which says Abbott rotation. So by default, Google always select the top one, which is going to be optimized. Prefer best performing acts? The option below that is, do not optimize on rotate adds indefinitely. The last two options are no longer supported. So when you have unis in your Google ads account, you could just have two options at the top. So to understand exactly what these two options mean, let's head over back to our PowerPoint slides on I walk you through a live example. So let's imagine we have two ads within our Google group and also have in that ad group. We have a few key words. We are bidding on such a big seed in fan ceiling plans for large rooms, seeing found four big rooms and so on and so on. Now all of these keywords can result in any off our ads being triggered. So if someone goes on to Google and they type in big ceiling fans, then Google can even show the user our first ad or our second. The whole concept of ad rotation is leading Google know exactly what we would like them to show to the user. Now let's just imagine that you are keywords added up in total over the course of a month. Result in 100 clicks. So if we went forward, the first option, which was optimized, prefer better performing ads on our bottom and generated the boat off the clicks that month . Solicitous. Imagine our bottom ad generated 70 clicks that month on top. Add only generated 30 clicks. What that means is our bottom add is now our best performing add on. As a result of Google is no longer going to show our first ad. It's only going to show our second add to the user now, on the surface level, that might seem great as the address getting the most clicks is going to be showed the most . However, what you have to bear in mind from our perspective as a business that doesn't actually give us that much information. The 30 people that clicked our first ad and went over to our Web site, they could have ended up actually buying one of our products, whereas the other 70 people they could have let you clicked, add one over to our website and bought literally nothing. So whilst it cans on, great to optimize were the best performing ad. It's not always the best thing to do what I advise you do instead, if they do not optimize and rotate your ads indefinitely this way, no matter what happens with your ads in terms of the Mount of Clicks are getting so your CTR this way you can view all the data yourself and see exactly which added, generates him or conversion So more cells on more enquires for your business and then make that the most visible at this is actually way more effective and way more smarter than leaving it up to Google to decide who is only going to be using the CTR as a main metric to decide which Adis performing the best do they remind the longer you're runnin your Google ads, the more data and the more information you're going tohave so in the future you are more than fine to go for the optimizer option. However, in the first instance, I do not recommend that, however, the choice is completely yours. It would rather not go into your Google ads account and see what I had to perform in the best generating, the most clicks and the most conversions. Then you may just want to go for optimize your adds. However, as we're trying to learn, do the lads and be smart. Google advertisers is probably not the best decision. We want to be pro actively involved in our Google ads account to ensure we're getting the best results possible. So what I'm going to do is go back to my Google ads account. I go to go to advertise ation on. I'm going to click, Do not optimize, Rotate adds indefinitely. And as you can see, I have this warning message here from Google. Loved for me as well run about as often as higher performing ads for an indefinite period of time. This option is not recommended for most advertisers. Absolutely fine I'm going to click Save and all I'm going to do is log into my ads account every single week, dependent on how many click she'll get in if you get in a lot of clicks that you may need to log in every other day. But essentially you need to log in to your ads account and just measure how Maney Clicker adds getting So that is very easy to do you need to do is go into your ad settings on then click ads. And then on the right hand side, you can see how many clicks your gets in your impressions. Your CTR, which is your click through rates. You can actually click column that right up here, and you can add the metric which we need to add, which is going to be conversion. So I'm going to show you how you can set up conversion tracking later on in the course. But for now, just make sure you have the box conversion ticked and then click apply. And this is going to add a column in your overview, which shows you how many conversions are getting. So over time you'll be able to see exactly which as a generating the most conversions for your business 24. Ad Schedule - How To Select The Days & Times You Want Your Ads To Show: add schedule within your giggle adds account. You have the opportunity to create an ad schedule just for your campaigns. So by the foal issue, don't create ads schedule than what Google is going to do if show you add every single day of the week so Monday to Sunday on 24 7 as well. So what you want to do is make sure you go into your ads account and create an ad schedule . So an ad schedule gives you the opportunity to say, Hey, Google only show my ads on Mondays, maybe only show on Tuesdays, Wednesdays and so on and so on. You can also tell giggle toe only, show your ad between specific time frames, such as from 9 a.m. to 5 p.m. which might be the hours that your business operates. However, you can also go over your business operation timeframes on, say, from 9 a.m. to 9 p.m. The choice is completely up to you. So let's head over to our Google dashboard and I'll show you exactly how you can create an ad schedule for your campaign. So why don't you logged into your Google ads account? What you need to do is go to the overview section off your account on on the left hand side . You'll see we have add schedule right here. So let's give that a click and expand the menu. And as you can see, we have free options. We have four in total. Sorry, we have add schedule Day in our day, and then our the one you want to focus on is going to be the top one ad schedule. So to create a schedule or you need to do is click edit, add schedule, and then we now need to select the campaign type, which you want to apply the schedule to. So as we only have, one campaign is going to be this one right here, domestic fans. But before I click this and get into all the details, it's really important to note that win Ukraine on schedule. It's only going to apply to the campaign you select. So if I apply my ad schedule to this campaign on, then free months later down the line, I create a new campaign. This ad schedule is not going to be live on that campaign. So do bear that in mind if you intend on creating multiple campaigns later down the line. So let's go ahead and click domestic fans. And as you can see by the photo, it says all days and from 12 to 12 which in 24 hours a day so we can actually click the drop down arrow Anti multiple options So we can tell Google Toe only show at two users between Monday to Friday, which would be weekdays because a Saturday to Sunday's, which would be the weekends. Or we can go for one of the blow options and pick a specific date. So I'm going to go for Monday to Fridays and I'm going to go for 9 a.m. So five PM So let's go to 9 a.m. right here and then scroll down to 5 p.m. Which is going to be 1700 like so. So I get a lot of questions from people saying, should I show my ads from time my business opens? Yes, that is a good idea. However, you can also make her ad show maybe half out, before your business opens. So if you open at 9 a.m. then you can show your ad from a forsee. Just in case you wanna target anyone who's getting into the office early on, you want to ensure you have the visibility on you have in front of those eyeballs. It all comes down to preference as it's a new account, and we're setting up an account from scratch. We won't have any data to base our decisions on. However, when you being running your ad for a long time, you can actually look at your ad schedule and see exactly what hours of the day are producing the most amount of clicks. For example, you could find out that Mondays at 2 p.m. That is when the majority of people are carrying out a search and seeing your ad. So you may want to allocate more of your budget to that specific day on time. However, let me just add a specific date just to show you how to do that. So let's say when are ads to run on Monday, and we want them to run from 1 p.m. To 2 p.m. Only on Monday. So one PM like so I need to find 1404 TPM like so So this is Helen Google now to show my ads on Monday to Fridays on on Mondays only from 1 to 2. So as we have Monday in there twice, it is going to be a bit conflicting because in the top line were telling Google Show ad from Monday to Friday from 8 30 to 5 p.m. And then we're also telling Google, actually on Monday, just show it between one and two. So if he wanted to run your ad from Monday to Friday, so all week days, But on one specific day, you want to go for a timeframe than what you need to do is add each day individually. So add Tuesday on are simply puts in eight Forsee like so and then go for five oclock and then do exactly the same thing for every day, the weeks at Wednesday and at another one for Thursday and Friday and so on. So hopefully that gives you a good idea of exactly how you can customize and make your own ad schedule. If you want to delete any options, you just added, we need to do is go to the right hand side and then click The X Icon. Once you're happy with the ad skills you've created, we need to do is click Save, and that is now going to be added to your campaign. And as you can see, we can get tons of information about what about ad schedules, such as how many clicks to get in, how Maney impressions that ad is getting. So how many times that is being seen the click through rate, the average cost per click, the overall cost and so on and so on. The average cost per click is actually quite interesting to look at, as is actually a lot of client accounts. I have looked at where the average cost per click has bean cheaper on a specific day than it has in comparison to another day. So I highly recommend you set up on schedule and then review the data every month just to see exactly what's going on in your account and that will you be able to make smart organizations in the best way possible 25. What We're Going To Cover In This Section: bidding strategies in this section of the course. I'm going to walk you through all the bidding strategy that Google allow you to choose from . Now, a bidding strategy is essentially the strategy you use to determine how you bid on a key word. There are tons of different strategies you can choose from, such as target C p A target R A s which dance or return on and spend. We have maximized clicks, maximize conversions, target impression share we have manual CPC on. We also have in haunt CPC. So let's hop into this section of the course on go for exactly what each and every one of these actually mean. 26. Target CPA: building strategies. A bidding strategy is a strategy allow Google Toe have when it comes to showing your ads to users. There are free main types off bidding strategies. You can use the automated bidding strategy where Google basically does every think you can go for semi automated, which is where you have a lot of control, but you let giggles Alberta and do a bit of what as well. And then, lastly, you can go for a manual bidding strategy, which is where you have complete control on make. All of the decisions are highly recommend that you start off with using a manual bidding strategy. And then, as you get more data in your Google ads account, you switch to a specific type of automated bidding strategy where you focus on a goal such as conversions or return on ads been and so on. Those are different things worth testing. Google. The faux option that it picks for us when you set up your Google ads account is maximized clicks, which is really bad. Which issue? Remember, I said you should changes to manual CPC, which sounds for cost per click, and then we're going to review these bidding strategies later on in the course. Well, that part I was referring to is this part now. So there are quite a few bidding options we can pick from. I believe that seven in toast or that'll very. And they come out of the free main types I mentioned earlier. Automated, semi, automated and manual. So before we dive into each bidding strategy available, I want to head over to my Google ads dashboard on, just show you exactly how you can change your bidding strategy. Now it's good to know that you can change your bidding strategy whenever you like. That could be at the started the campaign halfway through the campaign. It doesn't. Massa is completely up to you, so to change your bidding strategy or you need to do is log in to your Google ads account, go over to the left hand pain and click campaigns, and then click the campaign you have in your Google ads account. Once you click that you want to go over to settings on the left hand side and then go over to this option right here, which has bidden give this drop down arrow a click and you could see. At present we have manual CPC. So what I want to do is click change bid strategy. And then, as you can see, we now have more options that you targeted C p A which answer cost per acquisition. We have targeted Roos return on ad spend maximized clicks, which is the default one Google select for you. We have maximized conversions, target impressions here on manual CBC and so on. So what I'm going to do now is head back over to our power point slides on. I'm going to explain to you what all of these mean so the 1st 1 is target C p A. Or cost per acquisition. So target C p. A. Is a fully automated bid strategy where advertisers set a target Cosper conversion and then Google adjusted bid to generate as many conversions as possible. At that c. P A. The cost per click does not matter with this strategy. The main goal is to generate conversions. So if we look at this from free different ways that the objective how it works on a scenario, the main objective off target c p. A. Is to get as many conversions as possible for your target cost per acquisition. The cost per click like I just said, does not matter. As long as you're getting clicks that confer profitable course business is going to grow. So how does it work? So Google will predict which clicks will convert and how much it will cost that click to convert. To use this strategy, you must have conversion tracking set up, and you must have at least one conversion action configured Now, if you're working on a brand new Google ads account, then you won't have this data, so you can't use a strategy to start off with. It's good to know as well that the more conversion days you have in your Google ads account the closer Google will be able to get conversions for your target CPI A. So how does this work in a scenario? So let's run through how this would work with a live example. So let's imagine you're a plumber on the conversion action on your website is a form submission. You know that you get a customer from one in five forms, which is a 20% converge injury, and you know that your average job is worth $300 in profit. So in order to make money, you need to get form submissions for less than $60. And if you're wondering how I figured that out, it was simply $300 divided by five as $300 is my average profit on dividing that by my average conversion rate. So to use this strategy, you are goingto also need your average profit put job. If you don't have that information, then it's literally going to be impossible to determine your target. C p A. In the next video, we're going to go through the next bidding strategy, which is target return on our spin. I'll see you there. 27. Target ROAS: The next bidding strategy we're going to discuss is target R A s, which stands for return on ads. Been so this is nearly the same as target CPI A but with the return on ad, spend instead. So with this strategy, Google will predict future conversions on conversion value performance based on your historical data toe. Enter auctions as it's based on historical data. You can't use this straight away on a brand new account When using this strategy. Do the war just bids in real time to maximize conversion value while trying to achieve the target Return on ad Spend goal. You've set other ad group campaign or the portfolio level, so let's look at the objectives. So if you're tracking more than one conversion action, so maybe you're tracking sales and phone calls both from your website on each conversion action has a different value to your company. Now this is quite likely, as a cell is probably going to be worth a lot more to you than an actual phone call. So talk with him. Return on ad spin will aim to bid base and how much return you make on your main advertising dollars as opposed to targeted a cost per conversion so it return on ad spend equals total conversion value, divided by the cost so you can see your conversion value in your Google ads account if you have conversion tracking set up. So as you can imagine, this bidding strategy is not best used on brand new Google ads account his best use on Google ads accounts that actually have a bit of data behind them. So how does it all work? So Google will predict which clicks will convert aunt? How much of those conversions will be worth to you so you can actually tell Google? What are converging is worth to you when you set up your conversion tracking. Now don't worry, as I'm going to show you exactly how to set up conversion tracking later on in the course. And like I just said, you must have conversion values configured in your account to be able to use target return on ad spin. It's good to know as well that campaigns using targeting return on ad spend need to have at least 15 conversions in the last 30 days on. This needs to be consistent as well, which means You must have conversions over a consistent time period and not just a bunch of conversions on one day and then none for a week. Another 10 none for a week. They need to be consistent. If you don't have data that showed consistent conversions, then Google is not going to able to optimize your account to the best of their ability. So let's look a scenario of this. Let's imagine. Your company primarily sells insurance, but you also have a free e book on your website available to download. Now you know from the historical data that a conversion rate from a cells form is 10% on a conversion rate on your e book is 0.5%. So less than 1% on the average client is worth $850 to you, based on what Google knows about the cost off your clicks and you're goo as conversion rate for each conversion action. So that could be a cell or a phone call. They were trying to hit your target return on ad spend, so we can very easily work out how much each conversion is worth to our business. We would simply have to multiply $850 by 0.10 as that's ourselves conversion rate on, we would be left with $85. So each form submission is worth $85 to us, as we convert one in 10 of them on the average client is worth $850. So we could use exactly the same calculation to figure out what a conversion is worth to us via an E book. So now we know how to determine what conversion is worth. You're probably thinking great, that's good. But what should my return on ad spend be? Well, this all depends on your profit margins. When you determine your return on ads been, you actually do it by inserting a percentage into your cable ads account, which I'll show you just how to do in a second. But to give you an idea how it works, a 6000% return on ad spend means that for every $1 I spend, I'm getting $60 back in revenue instead of just sitting there and trying to figure out the math to determine what your return on has been. Should be, you could just use the calculator that I showed you earlier on in the course, which was this one right here. So you can see that you have a section on here which has determined your break even return on has been so to determine your return on ad spend, you need to determine your profit margin. First, in order to know what your return on ABC's Ben has to be, you need to know your average profit margin is so if you have a 10% profit margin. So for every $10 in cell, you only earn $1. I need a 1000% return on ads. Been that means a 10 x roos. If my profit margin is 25% that my return on ad spend would be 400% now. Dewberry mine, this is break even. So you need this return on ad. Spend just to get the money you're spending back in revenue so we can use this calculator to determine what I return on Aspen should be. So let's head over to our Google account, and I'll show you exactly how you can enter this percentage into your account, which Google could then use toe, optimize your account fervor. Soto, update our bidding strategy. We need to go to campaigns, select our campaign and then go to settings and then go to bidden get counseling that there we go and then changed bid strategy and they won't go for target. Return has been so, as you can see, it says to use his bid strategy, set up conversion tracking. So as we don't have a conversion track and set up, I can't and she do this on this account. However, what I'm going to do is I'm going to head over to a live account. I'm going to show you exactly how you can insert your target retirement. I'd spend percentage. So I'm now here logged into a live Google ads account. I'm going to select Target return on ad, spend on. As you can see, we now have the opportunity to enter in a percentage. So let's just imagine, for the purpose of this video that might average profit margin is 25%. So as a result, I need a break even return on ad spend off at least 400%. So I'm going to do is go back to market where ads account. I'm simply going to make sure any number I enter in here is going to be at least 400%. So I from Taipei in 500%. The number you're going to enter here all depends on how much revenue will look into a chief one amount of money you're spending. Then you can see from below that Google was actually recommended me that my target return on ads. Ben should be 175.5%. So they notice because I've already entered in how much each conversion is worth to my client for this account. So they can very easily tell me what my target returning has been. Should be so in this case is knowing near 500% is actually just under 200%. That's it for this bidding strategy. And I'll see you in the next video. We're going to cover the neck strategy, which is maximized clicks 28. Maximize Clicks: maximize clicks when you choose maximize clicks as your bidding strategy, Google will work to get as many clicks as possible while spending your daily budget. This strategy can be great if you're trying to drive more volume to your website for Brandon on, let's build in or if you have a very strong conversion performance and you want to find more volume. So the main objective off maximized clicks might have just said is to get as much traffic to your site as possible. So if you're looking to get as much data on site behavior as possible and just get visitors in your door that worrying too much about specific cost objectives, then this could be helpful. So how does it work? So Google will try to get you as many clicks as possible by choosing the right bids across your keywords. Using this main strategy, you can set a maximum cost per click bid limit, which means, yes, you're trying to get the most clicks possible. However, you control Google, do not pay any more than this specific amount for any click we generate, so it spend is cut that the campaign daily budget. You can also use portfolio bid strategies, which allows you to apply this automation to just a specific set of keywords all of inside the same campaign. Now, while since my saying great, I'm not actually a big fan of this as when it comes to review in your data, it's going to be important to know what's actually going on. You could see your daily spin off $100 could lead to maybe six conversions. You don't know whether those six conversions came from this bidding strategy. Maximize clicks? Or did it come from the other business strategy, which you have applied to the overall campaign? So just to confirm bidding strategies are applied at the campaign level, However, you can apply bigger strategy for individual keywords using their portfolio bid strategy, which is saying, I do not recommend you do as I just said. It's going to make a life a whole lot harder when it comes to review in the data. So let's look at a live scenario off this. Let's imagine you sell football boots on your website, and the data shows you that using manual cost per click as a bidding strategy is giving you good results. you now want to release a new product, which is football pumps. So nothing to do with football boots. So you quiet. Just use the data. You have a football boots and apply it to football pumps. Football pumps is also a low volume search keyword in your targeted locations, and you want to drive as much traffic as possible to your new product page. You could use maximize clicks as a bidding strategy just to generate an influx of traffic, which is going to help get more feedback, put up improvements, website improvements and so on so you can actually apply maximize clicks as a bidding strategy to these keywords to reach your main goal. Now Dewberry might Like I said, you can apply these at the portfolio level, which is going to apply it to just a specific keywords, or you can create a new campaign on Just have those keywords in it. He completely comes down to your choice. That is it for this strategy. On in the next video, we're going to go through maximized conversions. I'll see you there 29. Maximize Conversions: maximize conversions, so this one is kind of self explanatory. Google will essentially trying to maximize the amount of conversions you have in your Google ads account. So the main objective, like I just said, it should generate the most amount conversions possible from your daily ad budget. So how does it all work? So do will optimize your bids on ads to try and generate you the most conversions possible for this to work, you must have conversion data in your ads account to use this strategy. As you can imagine, the more data you have, the more effective the strategy will be as a more reliable your data is going to be. So let's look at a scenario off this. So let's imagine you have aged, adds account with tons and tons of day to a village. Your ad spend is split evenly across two different groups. You notice that all of your conversions are coming from one Pacific Add Group. You could use this bidding strategy for Google to bid more aggressively. One. That ad group, which had performing better on generating the boat off conversions. This will save you a ton of time having to go into the AdWords account on Make the Optimization is yourself. It's really important to note as well that with this strategy, Cooper doesn't take in consideration how much each convergence is worth to you, so it will use another scenario. You have two different ad groups. The first group generated five conversions on the second and a group generated free conversions. So if you went for maximize conversions, Google would optimize the first ad groom or, as it's generated more conversions and performing better than the other ad group. However, these conversions on your first at group might be conversions that have a lower value in revenue with the other. Free conversions could be really, really high in terms of revenue. So those free conversions are actually worth more to your business than those five conversions from the first ad group. So do bear that in mind when it comes to picking new strategy and try to take all things into consideration. I'm not really a big fan of this strategy, if I'm honest just for the reason I've explained, However, it does work very well in a lot of case and arrows like the 1st 1 I've just given you on my screen. So just be careful not to trip yourself up and take things all into consideration when making your decision on what bidding strategy to select in the next video, I'm going to cover the bidding strategy. Target impression share. I'll see you there. 30. Target Impression Share: target impression share. Target Impression share is a newer bidding strategy with Target Impression share. Advertisers set a goal impression share percentage that they want to achieve for their ads , so the main objective is focused on awareness on breach. If you want a specific target impression share, you are literally telling Google Show my add to these many people who are typing in this surgeries. So let's imagine you want to go for a target impression. Share off 60%. That means for every 10 people carrying out a search for one of your keywords, you won't be able to show your ad to six of those users. So how does it work? So Google will adjust your bids accordingly to ensure your at is positioned at your predetermined position. Whether that's at the top on the first page within the top three, you can specify exactly where you want your ad to show, and I'll show you how to do that in just a second. So before I show you how to set where you want your ad to show, let's go for a scenario and go, for example, where you would use this in the real world So let's imagine. Your company has just released a new product on you would like to create some awareness and extend your reach. Ignore the word teacher that should actually say Reach. You could use target impressions share to ensure Google shows are add to the majority of people searching for your product. This is going to help you increase your awareness whilst putting you at the top of Google for the keywords that you really want to target. Now, as you can imagine, when you're using this strategy, you don't really have that much focus on things like your average cost per click, the pressure pain for conversion and all those metrics right there. The main focus off this bidding strategy is to create awareness and reach, so as a result, this is best suited for those advertisers who have quite a bit of budget to play with. So let's head over to our Google ads account, and I'll show you exactly how we can set this right now. So it is going to bid in on. We have selected target impression share, and as you can see, we have a second option right here. Where do you want your ad to appear. You can have anywhere on the results page the talker results page that you have in the top free top four positions and then you have absolute top of results page, so this would be right at the top off Google. So let's go for top of results page and then below that we can enter our percentage impression share to target. So let's put in 70%. So I'm now telling Google I want them to show my add to 70% of people who carry out that search. Below that I can also put in my maximum CPC bid limit as well. So let's put in free pound, for example. So I'm not telling Google. I want them to show my add to 70% of people who carry out this search on the maximum amount I want to pay Per click is going to be free pound dewberry. Mind that when you put in a matter, um, cost per click, this can limit an effect. Your percentage you achieve for your actual target impressions. If majority of impressions for the group of keywords your targets in have a cost per click off £4 your maximum cost per click is free pound. Then obviously Google will not be showing or add to those users in the oceans where the cost per click reaches above what you specify it. So if you really want to achieve your target impressions here, I actually advise you. Put in a higher cost per click limit just to ensure you do actually achieve what you want to achieve, which is more awareness and eyeballs over to your website. But just for the purpose off this training video, once you are happy with all the data you selected, so your impression share target were you when your ads to show and your maximum cost per click limit, you simply go to the right hand side and click safe, and that would now save your bidding strategy and apply it to your campaign. 31. Manual CPC & Enhanced CPC: manual cost per click manual bidding is the easiest bid strategy to get a grasp on. Advertisers, set their bids manually at the keyword level on the bid. Stay the same until the advertisers change them. So the main objective off manual CBC is to fully maintain control over your bids. In every single auction you're willing to pay what you're willing to pay on. That is the end of it. If you set your manual cost per click at £2 then you'll never pay anything more than £2. So how does it work? So you have your default bid at the campaign level on the art group level, you can also set individual keyword level bids as well. On Google won't get any more than your max bid in any circumstance. It's my favorite strategy, as it gives you the most flexibility, the most organization, and this is my bidden strategy off choice. The only downside to the manual bidding strategy is that you have to do everything yourself as it's a manual strategy. So this is the only bidding strategy which has no automation in it whatsoever. People had zero influence, a tool on what it changes and what optimization zehr made. It all comes down to you reviewing the data and then making their decisions yourself. You can add in what we call enhance cost per click so e CPC at any time, as well as changing your bidding strategy whenever you want. It's really good to note as well that manual cost per click is the best place to start, as it does not require conversion tracking toe work. You could simply create your account select manual CPC, which is what I advise you did when you created your account and simply start running Google ads and generating some data. It's far better to use this strategy. Then use a number one in the first instance. Such a maximize clicks as Google is just going to spend all of your budget to generate the most amount of clicks, whereas with manual CPC, Google will have no influence whatsoever. So as a result, you make your own decisions and you lets you control what is going on in your Google ads account. This is the main reason for whenever I create a new Google ads campaign or even a nuclear as account, I always start off of manual CPC. So there is another version off manual CBC, where you add a little bit of automation into it, and that is what I referred to earlier, which is E CPC. Enhance cost per click. So when you select manual CPC from live in your bidding strategy, you're also going to get this little box below, which he says, help increase conversions within haunt CPC, so this only becomes available if you take this box. If you don't take this box and you won't have the option to go for optimize for conversions or optimized for conversion value, and you must select at least one of these to use in haunt CPC, I always recommend you go for optimize for conversions. It's really important to know as well that to use in haunt CPC, you must have convergence in the Google ads account. This is why you can use e CPC straight off from the star, So the main objective of in heart CPC is to maintain tight control over your individual keyword level bids, whilst also put in some trust in Google's algorithm toe optimize CPCs for more conversions . So how does it work? So Google will automatically raise your bid as much as 30% or decrease your bid as much as 100% based on how likely they think the cliff is going to lead to a conversion. E. CPC does sometime work to maintain or increase conversion volume whilst decreasing cost per conversion, you still set your maximum cost per click bids at the keyword at group or campaign level. E P C. Starts off with modifying 50% of the traffic review in the data and then adjust in based on performance. So let's see a scenario where you might want to you to haunt CPC lets him out in your company has strict guidelines on budget on. You want as much control over how much you pay for any given keyword. Every key would represents a different type of bio. You're also trapping conversion, and you feel that your bids can be more optimized than they currently are. E. CPC is a good place to start experimenting with automation. This would be a great place to start than to go for maximize conversions as you still want the boat of control over your Google ads account. So as you can see in heart, CPC and manual CPC that pretty similar. The only difference with in Haunt is you add a little bit of Google's automation on news that algorithm and put a bit of trust in it on in summary, when it comes to bidding strategies, what I recommend is you go for manual CPC to start off with to give you full control and really review what's going on. And then once you have a bit of data, I recommend you move over onto your first automation bitten strategy, which is going to be in haunt CPC on as in heart, CPC isn't a fully automated bidding strategy. It actually comes under a manual bidding strategy to let me go over to a Google ads account , and I'll show you exactly what I mean. So as you can see, we've got target impression share right here. If we look under automated bid strategies, which is all these ones at the top, you do not see enhance CPC. That is because it comes under the manual bid strategy off manual CPC. So once I give us a click, you can see we have the option right here. But like I said. To use this, you need to have convergent track and set up on the account, but that covers everything there is to do with bidding strategies, and I'll see you in the next section of the course. 32. What We're Going To Cover In This Section: Google Dynamics in this section of the course, I'm going to go through the importance of what we call quality score. I'm going to go for the four different components that make up quality score. I'm also going to go through the importance of what we call add, drink and shave it exactly how your address is calculated. I'm also going to show you exactly how Google determines how much you pay when someone clicks on one of your ads. And lastly, I'm going to show you some examples of when you can on when you cannot ignore a low quality score. So without further ado, let's dive into this section, which is personally one of my favorites. 33. Understanding Quality Score: quality school. In order to first understand what quality score is and how it came to be. It's important to first understand what Google is. At its most fundamental level, Google is a massive referral service. People come to Google looking for referrals when people need to find information on the Internet. They are scribbled this question by typing in a question into the search box. And Google provides Web sites that hopefully contain the information that Google's customers, which is you was looking for. So it stands to reason from a business perspective that Google cares a great deal. How relevant their suggestions or referrals are to the customers, the better a Web page give you an answer to your question and provide you with the information you were looking for, The more likely you will be to use Google again in the future. If you carried out a search for blue hats and then Google return results for Red Hat's, you aren't going to be happy. And in the future you may even use another search engines such as Yahoo or Bing. This is why it's super important for Google to ensure the results. It returns to users are indeed relevant. This applies to both the pay that section on the organic section two. So advocacy from the screenshot we have Lawyer London on We Have Free Ads, London Lawyers Award winning law firm that is relevant to why I searched for in Google. Same with the second on the first ad, even at the organic results. On the right hand side, you see the top results, says the best lawyers in London, which is super relevant. Why type 10 lawyer London. And then we have a second result below solicitors in London. Duncan Lewis solicitors, which is obviously a local lawyer firm in London as well. So the results people serves up it need to be relevant to ensure that customer has a good user experience. Now, if you remember what I said at the beginning, off the course adds account in 97% of Google's revenue. So quality school in a basic form is Google's way of ensuring that cosmos had the same high quality refer experience from a paid ad as a do or organic results. Now we understand what quality score aims to do at a conceptual level, less than exactly how it works and how it's calculated. So one of the first things you need to be familiar with is something called ad drink. Adverts is a number which determines which start your Advil show in the advertiser with the highest add rank get Zer ad placed the highest on Google service, which stands for search engine results page. The question is, how does Google calculate your ad rank? Great question. Let's look at how adoration was calculated before Google introduced Quality Score, which, for those who are interested, was in 2000 and five. So the ocean before quality score existed. So just to confirm this is the way Google used to operate before they made quality score. So let's imagine we have free people. We have Ben, we have Sally on. We have Tom now, all three of these people, both onica most stores on they both cell men's hoodies, and as a result, they over on Google ads and NATO Google show my ad anytime someone searches for men's hoodies. So Ben goes into his get where ads account, and he sets a maximum cost per click at $1. Sally goes into account and set her maximum cost per click at $2 on Tom sets his maximum CBC at $3. In this scenario, we have free different advertisers with free, different maximum cost per clicks. So back in the day, Google would literally give Tom the highest add rank. We should be Advent number free and because he has out of rank number free, he's address show at the top of Google Sally with the second highest max CPC would get add ranked number two and as a result, be in position to on Ben with his $1 maximum CPC, he would have add ranked number one on as a result would be in position free. So as you can see back in the day, Google only really to take into consideration what your maximum CPC waas now, not to confuse matters that are no longer relevant. But CTR, which stands for click Through Rates, did in fact play a role in determining out of running back in the day as well. And essentially out of right was calculated by a maximum CPC times, your CTR and the reason why Google added the CTR element into the Iraq calculation because a keyword with a very high bid but no clicks was not only relevant to users, but he also wasn't making Google any money, no matter how much they advertise, was willing to pay for a click. But what's important to note is that before quality score was introduced, the highest advent was essentially given to the highest bidder. But when quality score was introduced, everything changed and things got a little more trickier. So, as we saw in the last life calculated, add ranked based solely on the advertisers maximum CPC isn't a great way to go, and it cameras are in a very poor user experience. As only your pockets were deep enough, you could appeal on the first page with highly irrelevant ads. You could let you go on to Google and search for office chair and then see a bunch of ads all to do with Car Insurance. Group will be in the premium search engine. It didn't want this to happen. As a result, they introduced Quality score in 2005 to try and combat this before we dive into how Google calculates quality score, let's run through some important key things you should know about first. The first is, every single keyword in your account has a quality score on the 1 to 10 scale. To view your quality school, you simply Anita and the column to your data overview. Let's head over to argue adds account now on. I'll show you exactly how you can add this. So once you're logged into your Google ads account, what you need to do is go into the campaign and then go into any at group. This will now take you on a page where you can see all of your keywords. So once you're on this page where you can see your keywords, you need to go over to the right hand side, where it says columns. Give that a click and then click modify columns. This is now going to open a page, which looks similar to this, So what you want to do is go to the bossom second from the Boston and click quality score. Expand the menu on the major. You have this box checked on. Once you've done that, you want to go down and click Apply. This is now going to add a column to your overview, which is going to show your quality score. If you'd like to move his column to the front of your data or you need to do is go back into the columns, click, modify and in simply, pick quality score and drag it up to the top of the data like so you can see it's not between clicks and impressions. Let's click apply, and that's now going to move the quality score column to the front of our data overview. Another important thing to know is that historical keyword level quality score is no available inside of Google ads account. In other words, you can only see what your quality score is at present, and you can't see what it was in the past, so you can see what your quality score was last week, yesterday, last month last year. You can only see what it is at present. Whilst Google has never officially confirmed, this themselves is generally fought that your overall account has a quality score in some way or another, which affect your overall performance. In any case, the better your keyword level quality score, the better your account will be. The display network quality score is another murky area, and it's known that improving your click through rate on any non search campaigns can improve the efficiency off the display campaigns as well. However, for our purpose here, we're going to be focusing on the tangible data, which is quality score for the search network. In the next video, we're going to look at the four main components that make up quality score. I'll see you there. 34. The 4 Components That Make Up Quality Score: So now we have a good understanding. Off quality. Score is time so that the four component, which actually make up the quality score number. Those four things are number one, the click through Rate, also known as CTR. The second is keyword toe ad relevance. The furred is keyword to query relevance. On the fourth is landing page quality. So these are the four components which make up your quality score. So let's look at all of them in a little bit more detail. So let's start off with a click through rate, so click through Rate, or CTR, is a percentage off people that click your ad after CNN. So how is it calculated? Your CTR is calculated by your clicks divided by your impressions Times 100. This is how you get your CTR percentage. So if your ad is shown 10 times on our other 10 times, it generates one click. You would have a CTR of 10% as one divided by 10 times 100 equals 10. In other words, 10% of people saw your ad actually clicked on it. It goes without saying the higher your CTR, the higher your quality score will be. If more people are clicking your ads, then it's a good signal to giggle that your ad must be relevant. And, of course, when people click your ads, Google make money. So it's in Google's best interest to show the ads, which generate the most clicks toward the top of the search results. So a question I get asked a lot is what is a good CTR. Now it's really important to note that there is no concrete answer to this. In fact, a good CTR is actually industry specific. For example, you could be operating in the industry, such as insurance or mortgages, something along those lines where it's extremely competitive. So as a result, the CTR just by the phone is going to be a lot lower than if Iran in ads for a local business. This is why you can't get this a definitive answer, however, as a general rule of thumb, and to give you some context, always aim for 5% and above. So how does Google know what a good CTR is? Well, chances are, you are not the first advertiser in your industry with your keywords, so Google has tons and tons of data on what other advertisers have done in the past, and it uses that data as a metric to determine what is good and what is bad. This also correlates to what I said before about how does not being one global good CTR is all going to be industry specific. What's good to know as well is that Google does take your Advent or your ad position into consideration when calculating. If your CTR is good or no, as the ads right at the top of Google in the first place is going to have a higher CTR, then add in the third position. So Google uses your position to determine what is a good CTR. In other words, if you're in position free, Google is going to look at CTR for. Other ads are also in position free in the industry that you are operating in. The second component off quality school is keyword toe ad relevance. So relevancy between the keyword you are targeting on your ad text is super important, so you don't want to create an ad for reversible yoga mat. So basically what this means is your ad text must be relevant to the keywords you are bidding on. So as you can see from the screenshot below, I've got onto Google and I've planted reversible yoga mat, and I have to add at the top of the page one from a website called Lulu Lemon on the second ad is from Amazon. The first ad, it says, shot reversible yoga mats perfect. As I went into Google, and I typed in reversible yoga mats to the key Went and Adam relevant is going to be extremely high. It's exactly the same for the ad by Amazon, as you would expect by reversible yoga mats at Amazon. Both of these ads are really good. Examples of showed me how the keywords on the ads are extremely relevant. One thing you want to bear in mind is that you want to avoid keywords stuff in. This is not what Google wants to see, so don't just create, added saying, reversible yoga mats. Check out our yoga mats that are reversible. That is not natural to the user. Make sure that your ad sex always reads correctly. It's also good practice to try include your main keywords in your headlines as well. So, while she wants to avoid keywords. Stuff in it is good practices. Try and include the main keywords in your headlines. The third component, off quality score is keyword to query relevance. The sentence phrase or question a user types into Google Search books is referred to as a query. So whereas your keywords trigger ad impressions, use a query trigger results Page. Also known excerpts. Google calculates quality score for your keywords in real time, every single time a search was performed. One of the factors that go into your overall time quality score is the relevance between the user's query on your keyword that triggered your ad impression. Likewise, people also takes into account the relevancy between the Cleary on the ad copy that's going to be triggered by the keyword. The same reasoning applies of the key with a text relevance we just discussed before Google understands. At the more relevant A Searcher's query is to an advertiser's keyword on add sex, the more relevant and useful that overall user experience is likely going to be. The fourth component of quality score is landing page quality landing page. Relevance is the least waited factor, but it still plays a big role in determining your quality score. In essence, your landing page needs to be relevant to the Q, and you're targeting on long with your attics to give you an example. If someone clicks on your ad after searching for Air Con units, they should land on a paid, which is relevant to Air Con units. They should not land on the Patriot talks about best fans or wireless mikes. It needs to be relevant if the landing page is not relevant, the user isn't going to be happy on Google is going to be aware of this, and it's going to bring down your overall quality score. But if you onto the user's query and give the user what they're after, which is what they search for, then you have no issues to worry about. So now we've gone through the main components which make up quality score. It's time to look at how important they are in terms of weight. So as you can see, there was a four components we went through. However, in this pie chart, I am only showing free elements. That is because two of the elements are both to do of relevancy on both come under the term relevance. So if we look at this, we can see CTR has roughly a 65% weight in regards to quality score, so that is how important your CTR is when determining your quality score. Now, as you will already know, your CTR is going to be composed of your added to keyword CTR history, your account, CTR history, even your geographical CTR history as well. So what's good to know as well is that when Google determines if a CTR is good or not, it also looks at a geographical area as Ceasar's can vary greatly from one country to another. Even from city to city, relevancy has roughly 25% weight when it comes to quality. Score on. Just to confirm on that as well, your relevancy is going to be made up of things such as your keyword toe ad relevance, your keywords, query relevance, your keyword toe ad copy and landing page relevance. These are all the components which are going to make up your relevancy section, and lastly we have landing page quality, which accounts of roughly 10%. So your landing page quality is mainly going to be things such as? Does your landing page meet? What? Your ad Texas's doesn't meet what the keyword said. Does it follow the right customer? Float on top of that as well? You need to have a load fast in landing page and ensure it is easy to navigate around, especially on mobile devices. So now we have a really good understanding of what quality score is, how it works on all the different relevant factors and how much weight they have. Weaken now jumping toe, add rank and really figure out how our actual cost booklet is calculated. I'll see you in the next video. 35. Understanding Ad Rank and How It Is Calculated: how to calculate your ad break. You now understand quality score on the auction. So in this video, we're going to go through exactly how Google determines your ad break. As discussed in the last video, your Advent number is super important on determines how higher at his position on the Google search engine results page. The old ad drink formula didn't account for quality score, essentially the highest bidder. One. The highest spot on your maximum cost per click was the most important factor when calculating. Add verdict. However, as you already know by now, this former that wasn't in the best. So what Google did was changes in 2000 and five, and they actually changes drastically. So let's have a look at the new ad rank formula. So the new ad drank formula is now. Add rank equals your maximum cost per click bid. Time Joe Quality score. This new formula is way more comprehensive than the old formula. The formula stayed this way until 2000 and 13 until Google introduced the expected impact off. Add extensions on CTR as part of the advert formula. Now, if you're not sure what ad extension is, then don't worry as I'm going to be going through that in great detail in the next section of the course. However, for now, all you need to know is that add extensions are important and they can help you improve your CTR. Google discovered that different sorts of ad extension such a call out reviews can have a positive impact on your sees your on. As a result, they included these projections into the advanced formula. But even till this date, no one is certain exactly how the formula changed of accommodate these ad extension factors . It's widely accepted that add extensions account for about 20% of the quality score portion off the current Adam and formula. But whether or not that number is precisely accurate, we can be pretty confident that it's not much more than that because so many advertisers are using add extensions on because it's a pretty small factor by itself, as a result, will continue by evaluation. Some examples narrows with the primary formula, which is ad rank equals maximum CPC times quality score. So to see how this all works in the real world, let's go through a live example auction. Let's imagine we have five different people. We have Ben, Sally, Tom, Simon and Louise. Now all five of these individuals are bidding on the same keyword. So then goes into his Google ads account. And he said it's his maximum cost per click at $10. Sally sets her maximum cost per click at $8. Tom sets his maximum CPC at $6.5. Simon does $5.5 on new. We set a maximum CPC at $2. Now let's just imagine Ben has a quality score off one. Sally has a quality score off to. Tom has a quality score off seven. Simon has six and Louise has 10 Now. If we use the formula above ad ran equals maximum CPC bid times quality score, we can actually figure out the ad drank for all of these different advertisers. So Ben's ad right would be 10 as 10 times. One is 10. Sally's Advent would be 16. Tom's out of rank would be 45.5. Simon would have an address off 30 free, and Louise would have an advent off 20 Now, based on this, we can figure out which advertiser is going to have the ad shown in the highest position on Google. And as you can see, Tom has the highest add drank off 45.5. So as a result, Tom is going to get position one, meaning his ad is going to show the highest on Google position to is going to be followed by Simon with AD ran off 30 Free, which is a second highest position Free is going to go to Louise with the ad ran off 20 and then Sally would get the full export off 16. So in this scenario, there would actually miss out on it. I would not be shown as he has the lowest drag off 10 which puts him in position five on. Remember, there's only four positions for this auction. What's really good to know is that Ben has the maximum CPC. He's told Google the matter. Um, he's willing to pay. Per click is $10. That is almost double than what Simon is willing to pay. Where his maximum CPC is $5.5. Ben is literally willing to pay double that. However, his ad is not showing. The reason being is because he has a low quality score of just one where Simon has a quality score off. Six. So as you can see your matter, um, CPC is important. However, what's even more important is your quality score. This is why it's so important to try your hardest to make sure you have the highest quality score possible, as if you get it right. You can have a lower maximum CPC. If Simon was able to improve the landing page Andi Ctr and as a result, gets quality score all the way up from six up to 10. He would now have the highest add drink on. He would take the top spot with his at. This would mean he would be in position one on imposition to would be Tom and then Louisa be imposition free, as it was before. And Sally would remain in position for notice how Simon was able to increase his ad drink without increasing his maximum CPC again. This just shows you how important quality score is. The same applies in the opposite direction. Let's imagine Louise are able to maintain her quality score of 10 on. It drops down to six. This would now mean it as an address off 12 which is the fourth highest. As a result, her add one out dropped down to the fourth ad slot, and she would be in position for just below Sally. So, like I just said, quality score is super important on will play a massive role in regards to where your ad is going to show in Google. So now we have a good understanding off. Add drink what we're going to do in the next video. We're going to go through exactly how Google determines how much you pay per click. I'll see you there. 36. How Google Determines How Much You Pay Per Click: in this video, I'm going to show you how Google determines how much you pay per click. Now you have to remember that this is different from what you said as your maximum CPC from within your account. Your maximum CPC is the maximum amount of money you are willing to pay per click. However, this isn't always what you're going to pay for a click. So how is your cost per click? Calculated. Your CPC is determined by the advent of the advertiser below you, divided by your quality score. So let's head over to another example auction on. I'll give you a live walk through off how this works in the real well. So for the purpose off this training, let's imagine it's a week later into the auction on our five. Advertisers have updated their maximum CPCS, and as a result, the quality scores have changed as well, which is extremely natural in there. Well, so as you can see, Ben has a maximum CPC off $2.5. Sally has $7 Tom has $2. Simon has free dollars on Louise has $9. So Ben has the advent of now 43.75 Sally has a advent off 21 Tom is just behind Sally Imposition free. With adverts off 20 Simon has an advent or 15 and Louise has an advent of nine, meaning Ben has the highest and burn and as a result has the top ad position. Simon has dropped down from position one down to position for. So how does this look when it comes to calculate in the CPC? So, like I said, to calculate the CPC, you need the address of the below advertiser on divided by your quality score. So let's go ahead and calculate Ben's actual CPC. So Ben's CPC is going to be 21 as this is the advent of the advertiser below him, which is Sally, 21 divided by his quality score, which is going to be seven. So 21 divided by seven is going to be a CPC off free dollars. Sally CPC is going to be 20 which is Tom's address in the advertiser below her divided by free. So 20 divided by free is going to equate to a CPC off $6 Tom CPC is going to be 15 divided by 10 which is a CPC off $1.5 on Simon. CPC is going to be Louise's address, which is nine divided by her quality score. So nine divided by five equals 1.8 so others. Oh, that is going to be Simon CPC so fully res as there is no advertising below her, Google is going to determine her CPC. What's really good to see is that in our example, the person in the top spot, which is Ben, is not paying the most per click the person pain and most click is Sally Imposition to, And the main reason why Sally is paying so much per click is because she has a quality score off just free, which is a lot worse than Benz. So let's imagine Sally works really hard on our AdWords account on her landing page on manages to increase her quality score from free to six. And as a result, he added, right now goes up to 42. This means that she still has the second highest add drink, so remains in a current position. However, her CPC now drops to almost half on goes down to free $0.3 which is a lot less cheaper than a previous CPC off $6 on. She's managed to achieve this just by improving her quality score. Real powerful, right? So in our auction we have Tom Imposition free, and then we have Simon below. So, at present, Tom is paying the lowest cost per click. He is paying $1.5 he has a quality score of 10. So you may be thinking right. Tom has the highest quality score possible as quality score is obviously out of 10. So there's no way Tom compare any less than $1.50 per click. Well, if you think this you would be wrong. As you have to remember, your cost per click is determined by the advent of the below advertiser divided by your quality score, meaning If Simon's quality score was to drop down from five down to four, he would not have an address off 12 which means he stays in the four position as it's the full highest on drink. However, as his adventures now dropped down to 12 however, that means Tom's actual CPC is going to be 12 divided by 10 which is actually $1.20 so Tom has managed to lower his cost per click by literally doing nothing. This is simply because Simon's quality score has gone in the wrong direction. Hopefully, this illustrates to you just how important quality score is on just how diverse that Google AdWords auction is now. It's really important to know that we can't actually see the advent of the other advertisers in our auction, so there's no way to know what your maximum CPC should be set up. And so on, however, is just an example to give you an idea of just how divert to Google ads auction. It's on what you have to remember as well as in this example. Simon's quality score went down from five down to four. So as a result, the amount he's going to pay per click is going to go up as well, because Simon's actual CPC is now going to be nine divided by four, which is $2.22. So, as you can see, there is quite a lot to consider when it comes to determine in how much you actually pay per click 37. When You Can Ignore Low Quality Scores (and when you can't): when you can ignore quality score. So by now we all know how important quality score is. However, I wanted to let you know that there are a few instances where you should indeed actually ignore your quality score. So in this video, I'm going to go through free, different examples off exactly when you should do just that. The first and most common example I see when you should ignore your quality score is when it relates to plural and singular keywords. These are instances that can't be understood by any logical boundaries. Sometimes the player will version off. A keyword will have half the quality score of a single aversion off the same keyword in the same ad group. There is no logical reason why they should be the case. Sometimes adding the prefix or a Suffolk to the word contract YCL e change a quality score . For example. You could have bed cover versus bedcovers. Now these are very similar keywords. The only difference is one is a plural. On one is a single a keyword. The plural version or the singular keyword version could have a different quality score. Now, these instances on others that have no rhyme or reason can be very frustrating, as you will continue to try to optimize for the quality score, but you will fell every single time. The best thing to do in this case scenario is to try a few different tests on. If you don't see any positive results, just walk away. Whether that means leaving the key word in your ad group or removing it, it can be very frustrating. But unfortunately, there isn't much we can do about it. The second example where you can ignore quality score is to do with new accounts and new keywords. Every new keyword is assigned a quality score, which is not reflective of its true quality score. As a rule of thumb, I don't worry about any quality scores until the keyword has at least 1000 impressions on 100 clicks. This way I can be certain that the data on reviewing is indeed reliable. It's important we don't get trigger happy too soon. After a few clicks on, then go ahead and make drastic change is the only time you want to act straight away is if the issue is to do with the landing page as this issue simply won't go away. The last example is bad blood. I've seen tons of examples in industries with bad reputations that literally have a quality score glass ceiling, meaning, no matter what you do, is really difficult to improve your quality score. Some of these industries are pharmaceutical, financial, the legal industry on literally any other industry that has a very high cost per click. A lot of these industries have gotten a bad reputation with Google after loads of advertisers sent traffic to shady or untrustworthy websites. As a result, Google adopted a guilty until proven innocent mentality with these specific industries. We ran into this issue a few times when, no matter what we did, we couldn't get the quality score above five. We persisted, and eventually, in the long run, we managed to improve over time. If you suspect something like this is happening in your account, you could always reach out to a Google rep and ask them to look into this fervor. If you'll see in a lot of low quality scores. But your ads are averaging in the top three positions, then it's very likely that this is happening to you don't worry about it too much as it's most likely happening to all of your competitors as well, which is why these industries can be very competitive toe enter due to the higher CPI sees . If you are operating in one of these industries, then try not to worry about it and keep plucking along and you'll eventually get there. Just be mentally prepared to be in it for the long run. 38. What We're Going To Cover In This Section: add extensions in this section of the course we're going to go through. Exactly. One ad extension is we're going to look at the benefits off, add extensions, the different types of add extensions you can use on your ads. I'm going to show you how you can add an ad extension onto your aunts, and I'm also going to go through things to bear in mind. When you're using add extensions, let's get straight into it. 39. What Are Ad Extensions & The Benefits Of Using Them: add extensions. So first things first. What is an ad extension on? At extension? Simply expand your AB with additional information is really that simple. Ah, lot of people like to overcomplicate add extensions and make it sound a lot more difficult than it actually is. But essentially on ad extension. Simply expand your ad of additional information, so to understand, add extensions a little bit better. Let's look at a live example. So I went over to Google and I simply did a search for office desk on Google returned to me free. Different ads we have at the top by office furniture online. We have an ad in position to bip landscape and we ever add imposition free buy furniture work but code at UK Now. If you look at these abs, you will notice that the top ad is a lot more larger than the bottom two acts. And the main reason why is because the top ad is using what we call sightly extensions, which are these parts of right here, which is essentially a sub menu off the main act. So, as a result, this top ad takes up so much space on your screen where the ad imposition to an position free. They aren't using any site like extensions, so as a result that I just don't take up that much space a tour in the page. Now, if you was in the market for an office desk and you went on to Google, carried out a search, you are way more in life, you to look at the top in comparison to the ads below. The main reason being is because this ad takes up more space on the page, so this is just one of the benefits of using add extensions. So let's head over to the next lie that we're going to go through the five main benefits off using add extensions. So the first benefit, as I just covered, is when you use ad extension, your ad takes up more real estate on the page, which is going to make it more likely to get it click, which is obviously what we want as we are running bugle. That's the second benefit of using add extensions is short cuts. So as we just saw in that screenshot before, you can actually add site links that any page you want on your website. So in this instance, this website Office Furniture online, it has direct links to pages on its site talking about its best seller of white vote desk, the best sell next day desk. So I'm assuming this company would have done some research, and it found out these two pages are most likely going to be its most popular pages. So, as a result, is going to make it easier for customers to land on those pages. Imagine if this act didn't have those links right here, and you wanted to find out the best sell next day desk. You'd have to click the add weight for the patient load and then find that option from the menu in the site. So having the option below as a site link makes it so much more easy for the customer on results in less clicks, which is going to result in a higher conversion rate. The third benefit off add extensions is it's easy to update. So as you expand your business and you create and launch new products, you can very easily update all of your add extensions literally in bulk. So let's imagine you have 10 different campaigns on each campaign is using its own ad extension. You could literally update all of those 10 campaigns very easily. The full benefit of the ad extension is it increases your CTR and your quality score. Now this is a massive one. As you already know, as the higher your quality score on the higher click through rate the cheap you're going to pay per click. So having addict sentience is really a must. I would never recommend you run any ads without using add extensions. That is just how important they are. And if you are wondering how add extensions help increase your CTR it simply because your ad takes up more real estate on the user obviously has more things to click as well. That's especially true if you're going for cycling extensions. The fifth and final benefit of using and extensions is it. Make sure adds way more relevant. You can literally create and extensions at the group level, meaning you can really attain of the text to suit the keyword Targeting. This is going to help you a lot, and it's also going to contribute to increasing our seed. Shaara's well, we have course is going to increase your quality score, which on the whole is going to make you pay less per click as well. So having more relevancy in your ads is definitely the way to go. So now we've gone through the basics of what ad extension is and the benefits of using them . In the next video, I'm going to go through the main fire type of addict sentence you can use when curating your ads. I'll see you there. 40. The Different Types Of Ad Extensions You Can Use: the four main types off. Add extensions. So when you are creating your ads, there's four main types of addicts centers I recommend you use. The first is site link extensions. The second is location extensions. On the furred is cool. Extensions on the fourth and final type of extension I recommend you use is going to be call out extensions. So first up is cycling extensions. So this is when we covered in the last video. As you can see, I went over to Google and I did a search for Nike or Nike, depending where you are in the world is how you pronounce that. But essentially, as you can see Nightcap four different cycling's in total. The first sighting they have is directing users to a page on the website, which currently has a 50% sell. The second cycling is directing customers to the page about running shoes. Then we got yogurt collection and then products for kids. So, as you can see, Nike have done really well again. I'm see when they have used their data from the website to figure out what pages are most popular. Then they used that for their main site links as they know the majority off the customers, and the visitors like to see these four pages. So having these four pages as site links is just going to make her life a little bit easier . If you're looking for these pages, the second type of ad extension is what we call location extensions. So these air primarily used for local businesses. However, they can be used for generic businesses as well that sell products such as an e commerce store On. As you can see in this ad example, we have the ad text at the top on and Edmunds official site extra for 2% off select boots on the bottom or their ad. We have this icon right here, a little map symbol, and then it has the address as well. So typically, that address you see here is going to be poured from the Google. My business listing, if not show a Google my business. This is it's essentially the listing every local business has. We can go into Google maps, get directions, check out the review that is at the Google my business listing. So to get an address shown on your ad, you need to make sure you have a Google my business listing registered and then simply connected up to your Google ads account. But like I said, this type of ad extension is best reserved for local businesses as they get the most value from it. I'm actually not sure why this e commerce store is using a location extension. It could be a case where they simply don't know what they're doing. Or potentially they might win attract more customers into the actual store. Who knows? But anyway, that is a location at extension. The fertile at extension is what we call the core extension. So again, this is really useful for local businesses. However, it can be used for general businesses as well on. Basically, when you use a call extension, you literally list a number on your Google at. So this is very handy if people want to get in touch of you. I've seen some businesses uses on the ads when directing traffic to the customer service page, which is a little bit smart as honestly, when people get in touch with businesses a lot of the time, actually want to get in touch of Beira phone So listen, the contact number on the ad is a very good method. However, I'm not to fund of paying for clicks when it comes to customer service. That is just my personal preference. Anyway, on the number. Really good thing about using court extensions as well as when you do that on a mobile device. That core icon actually looks something like this. So you have the phone icon like so and then you have the phone number. Now, if you click this on your mobile device, this is actually going to trigger the phone call function on your phone and start to call that number so it can help really a lot when it comes to conversions, which is why I recommend using it for local businesses. Let's just imagine you're an emergency plumber based in New York. Some of the key words you might be bidding on could be Emergency Plumber, New York, and as a result, when someone types in that keyword into Google, they are looking for an emergency plumber. The reason being because they have an emergency, they want to get in touch with someone as fast as possible. So given that customer away to call you before they even clicked. Your ad is going to have a massive impact on your conversions. The fourth and final type of extension I recommend you use is going to be cool out extensions. So I like to refer to call extensions as highlight extensions because this is essentially waiting to highlight what is unique about your business. So, as you can see in this example, we have an ad from new balance dot com. They have the call extensions below which you can see highlighted made in the USA, which could be really important to customers in the U. S. They might only want to buy products from the local country we have established in 1906 again just help build more social proof and kind of convinced a user that this is a good business, that being around for a long time, free shipping over $125 free returns. So these are all really good things about this company called Extensions are very effective if you get the text right. So now we're going for the five different types of add extensions you can use. You're probably wondering which is the best ones for me now. There's no simple answer for this. You need to have a think about what I've just covered on your business and then pick the extensions. Which of the best for your business? For example, if you're a local business, you might want to go for the core extensions. If you're an e commerce store, you might want to focus more on the cool out extensions on the review extensions. The one type of extension I recommend that the majority off businesses use is going to be the cycling extensions. Those are super powerful, and we're allowed to take up the most for impossible on the Google service Now. Another thing I just want to highlight is that site links don't always take the same form. They don't always take out that massive space like I showed you that can also look like what we see right here. New arrivals, women, new arrivals, men, MB, women, lifestyle E cards and gift cards. These are also site link extensions. How your sightly extension shows unfortunately, is not to you. It comes down to Google, so just a heads up. This is also how you're citing extensions could actually look. However, it's still another line on your ad sex, which is going to make it more Ficker and take up more real estate more likely to get more clicks in the next video. I'm going to head back over to our bugle adds account on. I'll show you exactly how we can add these add extensions onto our hands. I'll see you there. 41. How To Add Sitelink Extensions To Your Ads: So now we've gone through the four main types of different add extensions you can use. It's time to look at exactly how you can add those to your ads in your Google ads Account. Soto Adam Ad extension. It's very simple. We need to do is go toe ads on extensions on the left hand side, give a click and expand the menu, and then simply take extension right here. You're going to want to make sure you click extension on, not automate extensions as that is going to take you to a different option and just add a little bit of clarity as well. Automated extensions are essentially what Google ad automatically when you don't have any extension set up. Now Google doesn't always pick the best extensions, so I highly recommend you actually go ahead into extensions and create your own extensions . So let's go ahead and give extensions a click on. As you can see, we have three main options. Create cycling extension, which gives you the sub menu below your ad. We have create call out extension on. We have create core extension as well, so these are the free that giggle give you by the phone, however, you can scroll down a little bit more and click this icon right here, create at extension, and then you can see the four list of extensions that you have available. So let me go ahead and show you step by step exactly how you create an extension for the four types who just covered in the last video. So let's start with the first ad extension, which we covered, which was sightly extension. So let's go ahead and give this a click. And as you can see, we have an example screenshot on the right, which shows you exactly what you are creating, which is obviously a site link. So let's go ahead and create some cycling texts. So if we follow Su on our previous examples of using the website hey, just the online to create our ad, we can go ahead and pick some other sightings, which should be relevant to our aunt's. So if you remember, we actually created ads all to do with ceiling fans. However, I can have similar products as cycling such a desk, fan extractor, fan pedestal fans and so on and so on. So when creates in sight links. You want to make sure that they are relevant to the main search. So as my main searches about ceiling fans, what I'm going to do is include similar other products as the main cycling's. So I'll go for death fans, so I'll go back to Google ads. Site link text offered in desk fans. So you're citing text is a senator the text that displays on Google for description one below. I'm going to put in hi quality fans that cool you down. That is space right there. And as you can see, I've gone over the current limit by one. So let's see if we can trim this down a bit. High quality fans to cool you down That works description to open. Another description recommended that I go for powerful but smooth fans for cooling perfect 35 out of 35 then the final girl is going to the euro. The user lands on once a click, this citing text so that is obviously going to be the girl or to do with desk fan. So let's go ahead. Click that copied the URL and then put that down as the final Girl. Now this would be exactly the same process for every other, citing. You want to create now? I highly recommend you have foresight links. The reason why I recommend you have four and not two is when you have foresight links, you essentially get so much more real estate on Google. So the more realist that you have, the more likely your ad is going to get clicked on, the more users, enquiries and cells are going to generate. So for the purpose of this training video, I'm simply going to go ahead and create free more cycling's. But I'm going to speed up the video so you don't have to sit there. What you meet and getting bored. I'll see you in just a sec. And just like that, I have now created four sightings in total. I've gone for a desk fan extractor, fans, pedestal fans on tower fans. So now, before I scroll to the bottom and click save, what I want to do is go to the top of my cycling extensions on make sure I added to the right place. So when you create a slightly extension, you can even add it to your account, which is going to add it to every single campaign, or you can add it to a specific campaign or you can even add it at the group level. Now, as this is a brand new account and I only have one campaign set up with one ad group that is going to be the out group I'm going to add it to now. When you add your site links, you're going to want to tie it to the ad group or the campaign, which is most relevant to what the sightings are about. So if I select campaign, you can see it's going to ask me which campaign do I want to attach the site links to so I could go for domestic fans, which is going to be my only campaign. However, if I go back and actually change at to add group, you can see I have my campaign here and now I can select the ad group. I want to apply it to, however Dewberry mind that this group is all about ceiling fans. So for someone to see these ads, they would have to type in something similar to ceiling fans, which is quite specific on my cycling's. As you can see deaths fans and extractor fans, these are quite generic. So in this instance is going to make more sense to add the site links to the campaign and not the ad group. The main reason being is because I might have multiple ad groups all of in this campaign. So let me go back and then go over to campaign, select my campaign on, then click Done. Once you've done that, you don't want to scroll down and click safe. This is now going to add those foresight link extensions over to your main campaign. And as you can see, the current status for the cycling extensions is currently under review. Which just means Google is reviewing the changes we've made, and they're just making sure it all looks good on it. Doesn't lead the youth anywhere, dodgy or not, mentioning any bad words with you shouldn't be mentioned in and so on and so on. So that is how you add of cycling extensions. In the next video, I'm going to show you how you can add a cool extension 42. How To Add Callout Extensions To Your Ads: in this video, I'm going to show you how I can and a call out extension to your app. So it's the same closest as before. Go over to the left hand side of your people at Dashboard. Give that a click, go over to extensions, click the plus icon and then go for cool out extension. Now people actually give you a bit of information of what you can use when using quarter extensions. Such a show. Descriptive texts. Example. Free shipping. Now remember what I said in my slides. I like to use caller extensions to highlight things which are unique to my business. So if I go ahead ankle it call out extension, are going to create a new one, and then I'm going to want to select where want to apply this call out extension to. So in this instance, I'm going to apply it to the ad group or to do with Selim fans, which is the only add group I have. So as I'm applying these cooler extensions to the ad group or to do with Cdn fans, what I want to do is make sure all of my call up Tex is relevant to ceiling fans. So what I'm going to do now, it's simply go ahead and put in some call out text, which is all relevant to ceiling fans So I can put in something along the lines off powerful ceiling fans that call you down to call you down Powerful Cdn fans for cooling that can work. She's going over 25 powerful seed and fans. I think that would do for one, and then we connive free delivery on a lot fans. That's okay. It's quite generic, but is 25 25. So I'll take that because it would take up more space. Call out text free again. Let me try and relate this to ceiling fan so I can go for reliable ceiling fans again. This could be a U. S P to your company. Obviously you will know your business better than I know this business as it's always the isn't my business, but essentially, you just want to highlight U. S peace about your business so I can go back and even put in free 24 hour support. So if someone has the issue of the product, it's good to know that they can get free 24 hour support. You can also click. Call out text and add as many as you want now. Typically, I add about 4 to 6. Call out text on, then what will happen? Google will select the ones which it believes are most relevant for when someone types in a search phrase, which is similar to our keyword. So let me go ahead and put in two more cool up text ideas. So another idea I can use could be quiet ceiling fans. I can also go for something own lines off modern ceiling fans. Now just be careful. Although we want to tie this down to the main add group, which is about ceiling fans. You don't want to repeat ceiling fans too many times as if you look at one of your call out Tex. It's just going to say seeded and seeding found Ceiling fans, which looks a little bit spammy. We want to keep things natural, which is why I recommend we have generic ones in there as well such a 24 hour free support , free delivery and all fans and so on and so on. So once you're happy with all your call out text extensions, simply go ahead and click. Save this is now going to go through the same process where Google is going to review your call out checks on again. Just make sure you have in the guidelines and you're not using any hateful or spammy Tex or things like those that is it for that one. On in the next video, I'm going to show you how we can add cool extensions. I'll see you there. 43. How To Add Call Extensions To Your Ads: in this video, I'm going to show you how I can set up cool extensions, so it's the same process as any other extension. What you need to do is go toe ads on extensions and then click the word extensions but low . And then it's going to load the page, showing all of the extensions you have currently set up in your Google ads account. So 12 on his page You want to get the blue plus icon like so and then go down to core extension. Once you're on this page, you're going to see a few of the same options you've seen before. Such as Where do you want to add this call extension to? You want to add it to the advert level with a campaign or their account level. In this instance, I'm going to go for the account level, so I want my number to show on all my adds. The main reason being is because when you do this on a mobile device, he actually takes up a lot more space. So a lot more real estate on the screen is taken up as you have this massive phone call like one right here below the ad, so I always recommend you add it like so when it comes to the next option for your phone number, you simply need to enter your phone number. So, for example, of this video, I'm just going to copy this phone number right here and copy that in like so just make sure you have the right country selected for your phone number as well. And as you can see, it says court reporting is turned on. So what this means is, for every time someone calls your phone number, Google is going to track that down as a conversion. Now you're probably wondering, How does Google know when someone called my phone number as it's my personal phone number? Well, the answer to that question is, is because Google uses a Google Ford in number on top of your number. So although you enter your number like so in your backing off your Google ads account, this is not the number grew where she shows to the user. So what actually happens is Google shows afford a number on when people call that that number forwards onto your number that you put in your cooler aunt account. This way they contract all the phone calls generated from the Google. That's so once you put in your phone number, what you need to do is click advanced options. Now it's quite important to go through this because, you know, really and truly, when you're sitting on any call extensions, you want to make sure you create them in the most optimal way possible, so you can actually determine when you want your core extension to show. Now, let's imagine you operate a business, and it runs from 9 a.m. to 5 p.m. Monday to Friday. However, you also generate a lot of cells over the weekend, so you choose to show you ads on the weekends as well. However, no one in the office on the weekends, so you don't want to call it something to show on the weekends. You only want your call. It's entered into show from Monday to Friday, nine AM to five PM, when you have employees in the office. So in this instance, what you can actually do is create a schedule that suits your business so you simply come down to days and hours and you select whatever applies to your business. So in this instance, be Monday to Friday and simply put in the time that you have people in the office toe. Obviously answer the phone call, which would be from 9 a.m. down to five PM, which would be 1700 like so and then you simply clicked save, and I would add a schedule to only show this court extension during the time that you show now. You can also have a bit of preference in regards to device that adds a shown on a swell. I always like to take the box right here that says mobile. And this basically means that Google is way more laughter to show your ad two people on mobile devices rather than desktop devices. Now, if you remember, when you have your cool extensions, like so on a mobile device, when you actually click, this icon is going to trigger the core feature on your phone. However, if you're not on a mobile device and you're on a desktop, then your call its engine is simply going to look like this. People are not able to call you from the desktop, so it's far more effective just to show your core extensions on mobile devices. So once you're happy of all the settings you configured on the schedule for your core extensions to run, you could simply go ahead and click save. And that is simply how you create a call extension for your bugle. Let's 44. How To Add Location Extensions To Your Ads: so the fourth extension I covered was location. Add extensions. So to add a location extension is exactly the same process as other extensions. You probably can't do this with your eyes closed now, simply covered head and quick adds extensions. Go into extensions and then give the big Blue plus icon a click and then simply scroll down and click location extension. So, like I said, in my power point slides, you are going to need a verified Google my business listing to use this option. If you don't have a Google my business listing, your either need to create one on verify it or you won't be able to use this extension. Now do bear in mind. Like I said, this extension is typically used for local businesses, awful businesses who would simply like to generate more customers into the actual shop. So, as you can see, once you click location extensions, we have two main options. Find a Google my business account, or you can link to a Google my business account. I know so even Ito own your Google, my business account or linked to someone else's. But ive away the Google might be account needs to be verified and just to add a little bit more clarification. For those who don't know what Google my business account looks like, it's simply one of the. So let's go over to Google and type in Click Slice on you could see on the right hand side of the page. We have a big Google listing, which is for our agency. Website clicks lions. You can visit the website, get directions. This is essentially what a Google my business listing is. So to use a location at extension, you will need one of these so that it's a very important asset to say into consideration before you go ahead and try to add a location extension. Now, my personal view on location extensions is that if you do have a Google my business, listen then definitely go ahead and add it to your ads as an extension. If you don't have a Google my business listing, then I wouldn't worry about it. As it's not one of the most impactful. Add extensions you can use out of the four I showed you. Location extensions is probably the least effective, however, like I said, if you have the listing, definitely go ahead and get it connected 45. Things To Bear In Mind When Using Ad Extensions: So now I have gone through. What add extensions are the different types of addict centers you can use. How to add extensions to your ads. I just wanted to go through a couple of things you need to bury mind when using add extensions. The 1st 1 is there is no guarantee Google will show all of your add extensions. So I'm gonna add in front of me from a company called John Lewis, which is a massive company. And as you can see, the ad looks very, very basic. It just has the free titles, Death Span, view, the latest range shop online, and then it has a description below and above that, next to the girl. It has a core extension. Other than that, there is literally nothing else still is at now. John Lewis is a massive, massive company. It is very unlikely that they don't have any add extensions for this particular at so In this case, it's extremely likely that Google just chose not to show any add extensions Now what you have to bear in mind is that we will never find out the reason why it's just something to be aware off At the same time, I've created so many ads in the part I've had call out extensions, call extensions, cycling extensions. And then when I go ahead to another browser and Google one of the key words I'm bidding on and actually look at that Abou is showing you will it. She shows just one of my extensions where if I try again an hour later, I can see all for extensions on the same at. So there's not really any magic Former. You can use our follow to make sure Google shows all of your extensions. The best thing you can do is create as many add extensions as possible as that way you are putting or the favor and the ball in your court, meaning If Google sees an opportunity to show multiple add extensions, then it can at least do so. As you've already set your add extensions over in your Google ads account. The next thing to bury mind when it comes to add extensions is avoid repeating yourself. So as you can see from the ad in front of us, we have a description right here, which talks about hoops of every shape, color and size, free shipping. Great. We have the cooler extensions below the free shipping, and then we have two site links below and one says free shipping as well. So I mean, it's super obvious that this company offers free ship in. I think she everywhere you look in this ad, all you see is free shipping, free shipping, free shipping. Now this comes across a very spammy and very unnatural. So it's definitely something to pay attention to. When it comes to creating your add extensions, you really want to avoid repeating herself. We've actually taken on a lot of clients who have done this in the past, and as soon as we swapped out their repetitive words, we actually saw a massive increase in their CTR, which had a positive effect on the quality score on, of course, which actually brought down the cost per click. So that brings this section to an end. And in the next section of this course, I'm going to cover every single thing you need to know when it comes to conversion tracking , which is extremely important when it comes to Google ads, as if you can't measure how many conversions as a generating, then you can't really tell how profitable your campaigns actually are. I'll see you in the next section 46. What We're Going To Cover In This Section: conversion tracking in this section of the course, I'm going to go through the basics of conversion tracking. We're going to look at the benefits off conversion, tracking on what also learned to look at the two main types of conversions you can use. And, of course, I'm going to show you how I can set up conversion tracking for both of form submissions on to track phone calls. This is a really important section of the course. Tracking your conversion is going to allow you to see just exactly how profitable your Google campaigns actually are. Let's get straight into it. 47. Understanding The Basics Of Conversion Tracking & Its Benefits: conversion tracking. So first things first. What is a conversion? A conversion is simply any action that is valuable to you that any customer can take on your website. Now, a lot of people automatically assume that conversions can only be cells and purchases. However, that's actually wrong. A conversion can be anything that is valuable to you and your business. So that could be things like cells, phone calls, form submissions and so on. And conversions are super valuable as they let you know how effective your ads are in regards to reaching your goals and targets. Whether that is generating a cell for every $50 spent or acquiring a new client for every $100 spin. If you don't track conversion, you let you have no idea on how effective your ads are. So what are the main benefits off tracking conversions, or there's really two main benefits on before we get into them. Let's just clarify the main goal of running Google ads in the first place. The main goal for everyone who's running Google ads should be to generate more revenue and more money, whether you're running ads to a free Ebert or free sign up. It doesn't really matter, as you're most likely trying to convert that person to buy one of your products later on down the line from the email campaign. So the ultimate goal of your ad is still to generate more revenue and business. So the first benefit of tracking conversions is it allowed you to boost your are away on For those who don't know R A Y stands or return on investment. Now you may be sitting there and thinking, Well, my business was making $1000 per month before I ran any ads. I'm now spending $250 on ads every month, and now my business makes $2000 every month. So I'm actually profitable, and I'm making an extra $750 every single month. Yes, that's correct. But you don't know exactly where that extra $750 is being generated from. So if you wanted to scale that up in the future, you did. You have no idea where to start. It would all be guesswork on. When you're investing your hard earned money into Google ads, you want to remove any elements off guesswork to ensure your money is spent most efficiently. When you have conversion tracking set up, you can see exactly what time of the day's ourselves have been generated, which adds up performing the best, which actually leads on to my second point conversion. Tracking allows you to see the most important metrics on will give you all the information you require for when you want to optimize your account or simply scale of things that were whole nother level. You can view your dashboard and very easily see what keywords are performing the best in terms of conversions and not CPCs as often, you'll find the key words that have the cheapest, CPCS said. The cheapest cost per clicks on the highest click through rates are not always a key without generating the most conversions. So while shall CPC and your seats yard data looks good, those key was on actually making you any money. Now, when you have convergent truck and set up, you know exactly the specific components of the ad campaign which is generating the profit . Whether that's the key words, the match types that adds the time of the day, which is going to make a life so much more easier on will allow you to optimize your account in the most effective and smartest way possible. So now we've gone through exactly what a conversion is on the benefits of conversions. In the next video, I'm going to go through the two main types of conversions you can use. I'll see you there. 48. The Two Main Types Of Conversions You Can Use: the two main types of conversions you can use. So there's more than two different types of conversions you can use in Google ads. How about 99% of the time, these other two you're going to use? So the first African version you can use what we call a website conversions. Now. This can include anything from a purchase or a cell. So someone buying a product from your e commerce website we can have a sign up. So someone signing up for a newsletter, for example, we can also have a leader which would basically be someone filling in a form on your website. And lastly, we contract a conversion from a view off a key page such as your pricing paid. For example, you might have some data that says you typically convert 25% of users. You view your pricing page, so tracking views on that particular page is going to be an important metric to your business. So now we've gone through the first type of conversions. Let's look at some things you need to bury mind when it comes to setting up these conversions, which I'm going to show you how to do later on in the course, so the first thing to bear in mind is pretty straightforward. You need to have a website to set up these conversions, which is pretty obvious, and you also need the ability to edit the coat on your website. Now don't worry about this, as it's nowhere near as complicated as you think. Ah, lot of people actually get spooked out when they hear the word code. But if you're using any CMS such as WordPress, squarespace, dude are unbound zoology any other CMS this is going to be pretty straightforward now. CMS for those who don't know, it sounds for content management system, which basically means you're not using a site which is completely coded from scratch. Now, when it comes to edit in the code on your website, do not worry as I'm going to go. Free is in a live walk through that had done for every other section off this course, so you can let you watch over my shoulder and see exactly how you apply this code to your websites. You contract conversions. The next thing to know is that the conversion tag is placed on the individual page that signifies conversion. Don't worry about what tag is for now, as I'm going to come for that very shortly. But the main thing to understand is that the tag has to be placed on the page that signifies a conversion. For example, when you make a purchase online, once you finish placing your order, you're going to land on Eva. A Frankie page or order confirmation page Now is very likely that on this order confirmation page there was going to be a pixel, which is going to fire, which is going to let people adds, know that a cell was being made I e. A conversion on. As a result, it will love that conversion down, in your view, adds account. Now that is only if the click originated from a bugle at in the first place. The conversion tack would only be on the order confirmation page and not the page that you is viewing the product as that page does not signify a conversion. For example, if you had the conversion tag on your home page on your website, then any time someone visits your home page, this is going to be marked down as a conversion in your ads, account on completely school or your data and make it really hard when it comes to boost in R A Y. If you are using forms for conversions, then you need to make sure you've read are at the user to a thank you page. It needs to be a unique page that only the users who completed that action would see. I can't stress enough how important that is. It is super, super important. Some forms use what we call inland submissions where once the form is filled in the button that says Submit will simply change to thank you for submitting an inquiry. Our something along the lines of that thes type performers will not work and will not be able to trap convergence in the way that we're going to show you in this course, which is the easiest and the most reliable way you need to configure your forms to redirect users to a confirmation or a thank you page. Once that action is being completed, that is super super important and just as a pro tip. If you have multiple forms on your website, then I would highly recommend you set up different Frankie pages to keep all your data organized in your cable ads account. This will allow you to see exactly what forms in particular are generating the conversions from your website. The second type of conversions is what we call phone call conversions. Now Noel businesses operate on cells and forms emissions. Ah, lot of them generate AM rely on phone calls. And as a business, if we are running Google ads, we want to be able to track how many we are generated from the ads will run in. So there are a few different ways were able to track core some ads. The first is caused from ads, which are actual course from the ads himself. If you remember what we covered in the last section of the course in add extensions, you can actually add add extension to your ad. So if someone sees your ad and does not click the add but seizure number from the call extension and then cause it Google contractor. So how does Google do that? It's done by using a Google Ford in number, which is basically a separate number that Google gives you, which displays on the add on when it dialed it will forward the Koran tr actual office number or wherever number you choose. You can also track cause when you use core only campaigns. So this is when you set up Google search campaigns specifically for mobile devices. On the main conversion action is when someone clicks for ad, which is going to trigger the phone call feature on the mobile device that person is using with core only adds, there is no option to send the user to a website. It's literally just phone calls. These typically work best when bidding on emergency keywords such as Emergency Plumber on. Don't worry, I'll show you exactly how to sell these courtly campaigns later on in this section off the course. Okay, the more complex way off tracking phone calls are calls to a number on your side. So what happens if someone clicks your ad lands on your Web site and then gives you a number of core? Well, as that's your personal number, people has at no way whatsoever of knowing how many cause you've generated, so to track phone calls it this way, you need to use what we call a D and I, which stands for dynamic number insurgent, which basically means when someone lands on your website. After clicking and add, they will see a different number to someone who lands on your website for another channel such a social media. Organically, this number is also going to be afforded number, which will allow Google to track the amount of phone calls generated. Now. Setting this up is a little more complicated and required you at an attack to your website along with some JavaScript code, which can be quite complex. So for that purpose, we won't cover that in this course, as this course is primarily aimed at beginners. However, I still wanted to explain how it works to give you a strong foundational understanding. Now I know everyone is a fan off dynamic number. Insurgents, as a lot of companies have branded numbers and changing the number on the website can really affect the brand awareness on the brand identity for those particular companies. People use more advanced solutions such a coral dialogue, tech and so on. But D and I from Google is free and pretty much does a good job. The last method you canoe to trap phone calls is clicks on a number on your website. Now. This is only applicable to mobile devices. Ah, lot of the time of phone number is going to be clickable on a mobile device. On Once is clicked, it will trigger the core feature on your phone. Google Contract this. Click just by adding a certain type of phone call conversion to your site. Now it's important to note that is no afford in number. It's your standard number. And to be honest, this one is not really common. The most common types of conversions you're going to use the phone calls is going to be the 1st 2 types, which is cool from ads and cause a number on your website. So now we've gone through the two main types of conversions you can use on your website. It's time to head over to a Google ads account on show you how to actually set these up. I'll see you in the next video 49. How To Set Up Conversion Tracking For Form Submissions: in this video, I'm going to show you how can set up conversion tracking to track conversions from form submissions. So to do so, all you need to do is go into your Google ads account, go to the right hand side of the screen and click tools and settings on an under the tab that says Measurement. You want to go ahead and click conversions. This is now going to take you to the page where you set up edit and early all your conversions. You configure in your Google account. So once you're on this page, what you want to do is go ahead and click the blue Plus icon, and this is now where we select what type of conversion would like to great. And this is a section where we're going to select what type of conversion would like to curate. So in our instance as it's going to be a form submission, it's going to be website, so track actions on your website. You can see the text right there as soon as I hover over it. It gives you a list of website conversion such as online cells, link clicks, page views and sign ups. So this is the one for us. So let's go ahead and give this a click on this page. We're going to want to trade the convergent action for our website. So the first option is category. Select the action you'd like to track, So if you click the drop down menu, you can see we have multiple options. Do we want to track a cell? If so, is it a purchase at a car? Begin check out, subscribe. And someone. However, Like I said, in this case scenario, we're going to be tracking a form submission. So in this case, we're going to want to go for the one under lease category and go for this option right here. Submit lead form when someone expresses an interest in your business by filling out a form you provide them. So let's go ahead and click. Submit lethal and then for the value. This is where you determine how much his conversion is worth to your business. Now, when it comes to determining how much conversion is worth to your business, is going to be a little more difficult when it comes to form submissions as if you only e commerce store and you sell a product for $50 on the product sells for $50 then obviously the value off that conversion to you is worth $50. However, when it comes to forms emissions, we need to look at things in a different perspective. So let's imagine all the data you have showed you that you convert one in 10 customers on the average customer spends $1000 with your business. This would mean that each conversion is worth $100 as you convert one in 10 and the one person you do convert spends $1000. So in this instance, you could go for use the same value and simply put in the correct currency where it's US, D or pounds. So let's go for US dollars and simply put in $100. Or like so now. That is telling Google that every time someone submits a conversion that is worth $100 to you, the second option Google gives you is you different values for each conversion, which is a little bit more complicated and involves adding dynamic code to your website, it's not really used often in the real world, so we're going to skip Option two on the third option is what I recommend that you don't know the value each conversion. So if you have no idea how much each conversion is worth to you, just go for this one on dual say it's actually not recommended. Just completely. Ignore that you're far better off not using any values issue. Don't know the data on your conversion value. The next option we have below it comes under count, so select how many conversion to count per click or interaction. So this is pretty straightforward. If you run an Ikea most or you're going to want to go for the top option, count every transaction as a unique conversion, because if someone buys five products from your e commerce website, then that should count as five conversions. However, if we don't operate e commerce store and you want to collect form submissions, maybe your service based business, then you're going to want to go for the second option, which says one, which means if one user submits five different forms, this is going to count as one conversion. The reason why you want to use one over every is because when it comes to lead, typically the first interaction is the most valuable. And you can see that is actually what Google says here as well. The next option Google provides you with is your click fruit conversion window. So this is how long you will give the user before they count it as a conversion. So if someone clicks, your ad lands on your website and submit to form on the 28th day, if you have 30 days selected, then that will still count as a conversion on the 28th day. So, as you can imagine, the click fruit conversion window is going to be dependent on what you want to select for your business. So nine times out of 10 most businesses go for 30 days, and that is what I do across every campaign. If you are working with clients, then it definitely work while asking the client. How long does it take for them to typically attract a new customer? Could it be 60 days could be 90 days. If it is indeed 90 days, then you want to make sure you reflect that in the conversion tracking. So for now, I'm going to leave mine at 30 days. The View Fruit Conversion window I always leave at one day. I never really change, and you probably don't have to change that Eva, including conversions. Always lead this tick and make sure it says yes. This basically means when you have a conversion tracked, it's going to show it in your overview dashboard attribution Model. I always leave as last click as well. So once you set up your convergence settings, go ahead and click. Create and continue. This will now take you to a page where you need to add the Google tag, the one we just created over onto our website. So you will contract with the days. Oh, so we have three different options. The first is installed. The tag yourself. The second is emailed. Attack to someone on your team. It may be your developer on. The third is used Google tag manager, So let's go for the first option installed. Attack yourself so let's go ahead and give this a click. And as you will see, we will give you some information and instructions on how you can add this tag to your website. So one really important thing to note is that when you add this code to your website which is actually this code right down here, you know this is a conversion tag as it has the word conversion in it. You also need to add your global site tag to your website. Now your global site tag. It needs to be on every single page on your website. Now it's really important to note that if you already have Google Analytics set up and you have the code on your website, then you basically already have the global Cytotec. So if that is the case, then you want to go ahead and go for the second option and just add the event snippet on your website. However, if you don't have any global site tax on your website, then ensure you have the top option selected and simply copy all of this code on added to the head section on your website like Google shows you. So let me head over to one of my websites and I'll show you exactly how you do that. Now, now, Dewberry, mind for the purpose of this training course, we were showing you how to set up and run ads to HST online. However, as I don't own this website, I obviously don't have access to the back end, so I won't be able to add the code to this website. However, no worries as I'll show you exactly the same process of what you would do just over on one of the websites that I own called level finish. So this is the website and going to use when it comes to add in the Google tax. So the first thing I'm going to do is go back over to my giggle, adds account and simply copy all of my global Cytotec code. Then do a control, see or command. See if you're on a Mac book, go back to my level finish website. Now I'm going to go into the back end. So this website is built on WordPress. So the process I'm showing you now is applicable to wordpress websites. However, if your website is built on Wix Weebly squarespace, you can easy go over to Google and just type in how to install global tag manager on Wix or place it by weebly or squarespace and will be plenty of instructions. Is pretty straightforward, but essentially all you need to do is at the code into the head section off your website. So when you're using a WordPress CMS, you can actually download this plug in or install this plug, and I should say it's called insert Headers and Footers. This allows you to add code into the head section or the filter section off your website without really seen any code whatsoever. So it's a really handy plug in. So why don't you have this plug in installed on your website and is active? What you need to do is go over to settings and then go to insert headers and footers on in the head of section at the top. So scripts in head on, What you want to do is simply paste in this new code. So let me scroll down right to the bottom and then pace in this new global site tag code, like so do bear in mind. I obviously already have my own global site tag from Google Analytics, as I already had that sell on this website. However, like I said, I want to show the whole process from scratch, just in case no one has you analytic set up. So why don't you added that in the head up? What you want to do is scroll down and click, save, and then go back to your Google ads account. And you can see we've now done Step one to the next step to do is copy the conversion code onto the page. That signifies a conversion. So let me go ahead and copy this conversion coat right here on. Now. Go back to level finish. Let's review our main website. Let's just take the contact page, for example, As we have a form submission on this page, you can see it simply says get in touch and it has a contact form below. Now, remember, when it comes to add in your conversion type code, you want to add it to the page, which signifies a conversion. So if I was to go ahead and add this coat of this page is going to do more harm than good as any time someone used my contact page is going to mark it down as a conversion which, as we both know, isn't actually a conversion. So the page I want to add the code to is going to be the confirmation page. However, before I add the code to this page, I just wanted to go over this Google chrome extension is called Google Tag assistant. So you definitely want to go in to get this installed in your Google chrome browser on basically what it does, it shows you all the legal tags that you have on your website. So, for example, I've already added the global Cytotec. So if I go to my contact page and then click the icon extension, which is this part right here, you can see we actually have five tags on this page in total, on the top to the ones that end in 574 is going to be the tag we just added. I know it's a top tag that ends in 574 because if we go back to argue with ads account, you can see it attack right here, end in 574 So it is very easy to tie things up on. Actually, just check the work you're doing and make sure it's actually reflected on your website. So we have five tags in total. So now remember Like I said, what we want to do is at the conversion tag on the confirmation page. So to get the confirmation page, you are all let me go ahead and fill in this form. So let's put in a name. Simon. Email Simon at gmail dot com Message. Hello. Hi. Nice website that would do blah, blah, blah. That would do for now and then click send. And as you can see, the form is going to redirect me to this confirmation page. Thank you for submitting your inquiry. A member of our team will get back to you in 24 hours and this is a confirmation girl. So what I want to do is simply add that conversion code over onto this girl. So to do so, I'm going to click edit page. Now, this is gonna be the same process simply across any CMS on the way you add the code over to this website is by simply adding of raw haste here, Mel block. So if I go to front and editor So I'm using a page board of cord WP bakery. So word bakery, It doesn't really matter what page builder you are using or you need to do is add a raw HTML block. So to do so, I'm going to go ahead and click the plus icon and search I'm going to put in Haiti html and then you can see I have the option right here. Raw. Hey, html. So I'm gonna go ahead and give that click on in this block. I'm simply going to replace what we have in the present and replace it with the Google conversion turncoat. So once I've done that, I'm going to click, Save close the box and as you can see, actually doesn't display any text on that is correct. It's simply just so that you have in the back end of your website, I'm going to go ahead and click update on, then simply refresh the page just to make sure our changes it actually come through live to our website. And now if we go ahead back to the tag assistant chrome extension, you can see we now have six tags on this page in total and we have a new one right here. Do ads conversion tracking. So this is confirmation that we have indeed added the conversion track to our website successfully and just a further confirm that we have done it correctly. We can actually go back into our science, the back in editor. And if I was to remove that Hatim El Block, then that number from six would go down to five. So let me remove the hasty middle blocker like so let's delete the code click update. Make sure changes are now live. Let's view the new page. Let's view the URL and then go over to the tag assistant. And as you can see, we now have five tags on this page on the one that is mission is a conversion tag, which is the one we've just release it. So what I'm going to do it is simply fast forward this video on add the code back to the website and then move on to the next step in our Google ads account. So I've now re added the code back to my website. So if I go back to my legal conversion set up in the Google ads account, I've now added the global site tag on I'm added that event snippet to the page, which signifies a conversion. So the next thing to do is simply click next on. This is now going to tell you that you sell conversion tracking, so let's go ahead and click. Done on it will take you to an overview page of all the conversions you have. So at the moment I have one conversion which was submit lead form. You can rename this or set up differently when you first create your conversion just to make it a bit more detail. So I could say lead form and I can put something like this. Contact, Contact page, leave form. So now whenever I get a conversion, I know exactly what Page at came from, which was my contact page, and it was a lead form. If I have other contact forms on my website, I could have pricing page lead form. I could have service page lead form. I could have home page lead form. And as you can imagine, this will make it super easy and super organizer you. When it comes to reviewing what pages on your website on generating the most conversions from your people at this stuff is super, super powerful. The last thing I wanted to go over is going to be your tracking status. So at the moment it says I'm verified. It can take up to three hours with you with actually verify that you have set up the tag properly. So don't worry about that for now. Simply just come back to this page in a few hours and it will be updated and sorted out. So now this brings this video to end. In the next video, I'm going to show you hike. It's out conversion tracking to track phone calls. 50. How To Set Up Conversion Tracking For Phone Calls: in this video, I'm going to show you how I can set up conversion tracking for phone calls. So to track conversions from phone calls, what you simply need to do is go to the top of your Google ads account, and then, under measurement, you want to go ahead and click conversions, so the same process as you kind of follow to create a website conversion. So once you're on this page, you can see actually, are old conversion right here for websites. It's now updated the tracking status to no recent conversions, which, if you remember from the last video, it actually said. I'm verified, however, that is now verified and is tracking our conversions, which is really good. But anyway, moving on, I digress to track your phone call conversions what you need to do it in the plus icon, and then when you're on this page that we saw before, what you need to do is go for the third option, which his phone calls so track calls from your ads all website. So let's go ahead and give this a click. Now we have three different options, which is called from ads, cool extensions or core only adds we have caused to a phone number on your website clicks on your number on your mobile website. Now to use the bottom two options that we need to add some code and attack to a website. So we're gonna go for the top option, which is used 99% of the time, which is tracking course from court extensions. And court only adds. So the court extension is what we created in the last section of the course, and call only adds, we have covered a little bit. So gonna go through that in a bit more detail now and I'll show you exactly how you can set up a court only at. So let's go for the top option. Calls from ads, use and call extensions or court only adds on Let's click Continue, and this is going to load the page where we can configure what are called action is going to be. So First things first. Let's put in our conversion name. So it's really important to note that whenever I tracked conversions from phone calls, I like to make sure that is clear in the conversion name. So what? I'm simply going to do is name is conversion calls from adds like so the value again. If we don't know the value of a core for your business, then you're better off taking the second option and saying Do not use a value for this conversion action. However, if you do have the data on your business, like in my last example, you convert one in 10 and the average person spends $1000 then you can obviously go ahead and put in $100 for your conversion value. However, for now, I'm going to leave us at the second option. Do not use a valley for this conversion Action. Now for count, you're going to want to go for the second option one, as one phone call should count as one conversion for cool. Empty. Now again, this all comes down to preference, so enter the minimum length of core needs to last to count as a conversion. Some clients we work with say they want this to be a free minutes, which would be 180 seconds. Some of our clients say it could be just 60 seconds. So it all comes down to you I like to go for 60 seconds. Eso one minute as a minute is a pretty good amount of time to determine whether that is a quality lead. However, depending on what you sell and how your business operates, a minute may not be nowhere near enough time. So this comes down to your preference on ultimate what you are selling for the click through Conversion Window. I leave it at 30 days as usual, including conversions. Yes, I want to make sure that shows in my data overview in my cable dashboard actual beauty model. I always leave at last click. So once you've done that, go ahead and click trait and continue on. Then that is. You basically done. So let's go ahead and click done. This would now take you back to your overview page off all of your conversions. So now we've created a conversion action, which is going to track all phone calls that generated from our core extensions. Now let me go back one and show you exactly how you can create a court only at so this is an ad where the ultimate goal is to generate a phone call on the visitor cannot click a link to go over to your website. So to create a core only at what you need to do is go over to campaigns and then click the blue plus icon to create a new campaign. Let's go for new campaign like so on. Once the page load, we want to go for leads on, then make sure we have search as a core only campaign comes under a search campaign, so it select the ways you'd like to reach a goal. So as we'll focus on phone calls, phone calls is going to be the main option we want right here the next option it to enter our phone number. So again, just for the purpose of this training video, I'm going to copy the number that Google actually give you so control. See on then control V to pace that number, like so going to go ahead and click, continue and then go through. The same steps were being free before, which is setting up the campaign to the campaign name for this. I'm going to call cool only because it's a court only campaign, and I seem to give this the name domestic fans like. So we're going to show more set in and create a schedule and so on. But for now, I won't do that. We're gonna target London just for now. Absolutely fine. So of course, when you set this up, you'd mention you make is custom to your business, which is probably gonna be the same set since, as you use for your standard search campaign. Anyway, the one that covers all of your standard ads going to scroll down to audiences bid in again . We're just gonna put in free pound for now. Bid in which want to focus on conversions, clicks, impressions, shares again, who covered is in a lot of detail already. However, I'll go to bed strategy directly, and I'll just go for manual CPC for now. Then I'm going to scroll down and click, save and continue. And this is where I need to create my ad group and now at my keywords again all that we've done before. So just for the purpose of the training video, I'm just gonna give this a name. Cool only ceiling fans. This will do for now, the photo bids to free pound into my key words are being see them fine and upper in modern ceiling fans, and I'll just make these phrase much keywords again. The purpose off this training video isn't to show you how to set up a Google ads account it to show you how we actually create a court only. And so they should go ahead and click, Save, continue from now, just so I can show you exactly what it looks like. So this is the page I was trying to get, Teoh. So this is what our core only add looks like. So, as you can see, we've got a phone icon like So once you click that one a mobile device, it's going to trigger the click to call feature on your phone. So when it comes to filling out this core, only add, there are a few of the same features. So you're finally girl now, Like I said, that when people click this add, they aren't gonna land on any euro whatsoever. However, to improve your quality score, which hopefully by now, you know it's super super important. You definitely want to try and include the keyword in your final euro as well. So as this core only add is targeting the keyword ceiling fans. I'm going to want to make sure that I have that keyword in my final. You are. Oh, so I'm going to do it simply. Go ahead and put in website dot com and I put in ceiling fans like So it's going to say it's a fake. You roo descended like a new website. 1234 That should be okay. What is the problem of this? To ensure customers information corrected use Haiti TPS Okay, fine. We'll do that. HTC p s like so there we go website 1234 Before we take that bit off What's like dot com for stealing fans? That verification euro again? Just the same euro above display path again. I want to try and get my keywords in there. So put ceiling fan, Don't even put the word modern in there. I'm pretty sure I did another key word for modern so I can go ahead and put more than so. As you can see, I'm trying my best to get all the key words in there just so I get the highest quality score possible. So headline one and two Let's go ahead and fill that in. Now. I'm going to go for keep cool with, uh, ceiling fans. One over. Take off the escape call Are ceiling fans. I mean, found to be better. Keep cool with our ceiling fan family. Fine. He call with our ceiling fan headline to They order today over the phone. Remember, this is a core only add. So I'm trying to tailor my text to the person on a mobile device. The next option is business names they put in your business name. And remember, we're going for the website called haters de Online type in hate Christie Online like so they don't give a description off the sea. And fans, you know, powerful, reliable, low energy, energy efficient. All those types of words that people want to see when they're making a purchase of these type of products. So now I'm just going to quickly get on the keyboard just like uncover another reporting element again. Just ignore this. Please don't do this. When it comes to your ad, it's not gonna do you any good whatsoever. He says cool reporting is turned on. So again, this is really important. This is going to allow us to able to track the phone calls were generating from our ads. I want you fold in your description a lot better than mine. You're going to go ahead and click, save and continue on. This is going to create your core only at so it is really that simple. It gives you a summary off what's actually going on. You've got your CPC, your big strategy, your campaign goal, which is to get more lead your budget, the location, your target in the language and so on and so on. So next thing to do is click continue to campaign on that is going to show you your overview off your campaign, which is the ad group and all the keywords of in it you've targeted which for me is only one to be. These two key words, like so so want to do is just go back to my campaigns and quickly pauses campaign before it starts to run and I start spending some money, which you can see that she happened for my first campaign, already about 15 impression. But luckily no one is click the add, so I haven't spent a penny got away with that one right there. So a good learning lesson for you people as well. So now you're probably wondering. Great. So you set up conversion tracking to track phone calls, but we've also got a phone call. Listen, in a cool extension on now, we have a court only add as well. So how can you tell where calls are coming from? Good question. If you go over to your tour settings and go back to your conversions, you're only gonna notice that you have one section for course calls from add the wishes of when we set up earlier. Now, if you generate five calls from your core only campaign and then generate another two calls from your court extensions, so seven cause in total is simply going to show you seven. Here in total, seven conversions signifies seven course. However, on this page you can actually dive in and dig into the detail to see where those calls come from. So if you would like to see that data, which I highly recommend as it will allow you to optimize your account a little bit better , what you need to do is go back to your main Google ads account and then go over to campaigns. I didn't go over too segment, like so under segment. You want to go for conversions and then click conversion action. So this will show you what campaigns in particular has generated those particular phone calls. Now Dewberry mine. I actually don't have that set up as my campaigns haven't generated any calls yet. But if you did, then that is how you would see that data. Now, one more thing I just want to highlight before this video comes to its end is that sometimes people are going to click your core only add and trigger the core feature by they aren't going to go ahead and actually click call on the mobile phone to start the actual phone call. So sometimes you might reveal your data. And it might say you have 10 clicks, but only to cause what that means is your ad got clicked 10 times, but only two people actually went through with the phone call. Now, unfortunately, when it comes to Google ads, you pay for every time someone clicks your ad, and not for every time someone actually connects to you on the phone. So if you do have 10 clicks, you're going to pay your average CPC times 10 as you had 10 clicks on, not just twice based on amount of people who actually spoke to, it's going to be based on total clicks. This is why sometimes you can see a difference between amount of pictures generated in comparison to the amount of phone calls, So that brings us to the end of this section off the course. When it comes to conversion tracking, I hope you found it valuable Conversion tracking is super important, and we're allowing to see how profitable your Google campaigns are. I'll see you in the next section of the course, where we're going to walk you through some of the steps you can use when it comes to optimizing your account to ensure at the performance in the most efficient way possible. I'll see you in the next section of the course on thank you for making it this far into the course with me 51. What We're Going To Cover In This Section: in this section of the course, we're going to go through campaign optimization. So this section is again. Another really important section on is going to allow you to make sure your campaigns are running in the most efficient and profitable way possible. So some of the things we're going to look at when it comes to campaign optimization is going to be your keyword data. We're gonna look at your data as well. We're also going to look at what we call device target in on. Lastly, we're going to look at the Times on the day data. So this is essentially the times on the day that your ads run so we can review orders data to see whether both of our conversions are coming from and then optimize our campaign accordingly. So I'm going to show you exactly how to do that for a lot four elements. Let's get straight into it. 52. Optimising Your Ads Based On Keyword Data: in this video, I'm going to show you how you can optimize your Google ads account in a step by step, walk through process. Now, I was going to show you this on the account we made. However, as that account doesn't have any data, as it's a brand new account is probably not gonna be that effective. So what I've done is I've actually gone into the Google ads account for one of our clients that we've recently took on, and I'm gonna show you exactly what I would do to optimize the account. Now, do bear in mind as I'm actually in one of our clients, Google ads account. I can't obviously show you the data in regard to the key word on what keywords a bidding on . But I can't obviously show you all the data such of the clicks, conversions, how much they're paying for conversion and stuff like that. So it's gonna be really valuable. So let's dive into the first element. We can optimize when it comes to optimizing your Google ads campaign, which is going to be your keywords so we can actually go and level of our key words in this campaign and see exactly which ones are performing the best on generating the boat of conversions. But before we do that, let's have a quick overview off the clients free main ad groups. So as you will see, I am on the group tab on, we have add Group up here, which signifies we're currently looking at clients ad groups on. Of course, you can't see what it says in this first column as it's going to be great out. However, as you can see, there is free different groups on If we look at the conversion column you can see. In total, we have 46 conversions across all free ad groups on 34 of those conversions are coming from the top ad group. The Second ad group has roughly 8.59 conversions on the bottom Add group has only free conversions. So although we have free different ad groups, the boat with the conversions are coming from the first group. So let's go ahead and look at this first ad group and see what keywords it contains. That's generating the boat of conversions. And as you can see when it comes to keywords, this ad group in particular has five different keywords as 1234 and five. Out of those five key words, we have 34 conversions. Our those 34 conversions. That top keyword has generated 30 free of them. You could see right here 33.42 So although you have five keywords, really and truly only one keyword is generating the bulk of the conversions for this particular client, which basically means that other keywords we have in this ad group aren't really provided any value at all. We can scroll through the data and see tons of information about these keywords. We can see how much we're paying per conversion. So currently, £57.74 we could see how many impressions is keyword has generated how many clicks this keyword has generated. We could see the CTR, the average CPC. So just how much what paying per click on average for this keyword, because he how much money we spend on his keyword in toes also just under £2000 on Lastly , we can also see the quality score. So this talk keyword actually has a quality score of eight out of 10 which is pretty good on when we took this client on this keyword in particular actually had a quality score of five out of 10. So we've actually managed to bump that quality score up just under three weeks just by falling. What? I've already showed you in this course, So this is super powerful, and you could see it actually does work. And this gets him good qualities, going numbers as well. So whilst this data is really good and it gives us a good overview of exactly what keywords are producing the virgins, we can obviously go ahead and make some actions based on our findings. So what we can do is simply remove these bottom keywords. If you're not producing any results, which they are not in this instance, or we can go a little bit further on look at what we call the search terms. So the search terms you can find on a left campaign under the section off keywords. So a search term is simply what someone has searched for to see your AB. Now it's really important that your search term will only show what people were searched for, which actually led to a click. So if someone searched from a keyword and it didn't click your ad, then you will not see that keyword under your search terms is only going to be the keywords which actually resulted in a ad click. So again, I know you can't see or the individual search terms as it's going to be blocked out. But again, let's just focus on the data for now. So as you can see, we had this talk keyword right here, which has 1174 klicks. We've spent a total of £650 on this keyword on the average cost per click was roughly 55 pence, and I have all of this data. This resulted in 12.4 free conversions. So if you take that data and actually divide it, this actually comes to a cost for conversion off £52 which basically means for every £52 we spend on this keyword, we are going to generate one conversion, which isn't too bad at all, as the products of client sells is actually very, very expensive. However, if we look at the second keyword, which has 254 clicks that has came to a total cost of £129. However, this keyword has led 20 conversions, so someone has typed these keywords into Google 254 times. It resulted in a spending over £100 no one has even purchase one of our products. As a result, we have zero conversions. So although this keyword might look good on a surface level, as it has, a low cost per click of just 51 pence is actually not making us any money. And it's actually costing us over £100 just to show ads for this keyword, which is generating know conversions. So this is a really good example of where you come over to the left hand side of the column . You would copy the whole keyword. Then you go over to this tap, which is negative keywords, which we covered in quite some depth earlier on In the course, you go over to negative keywords, you click the plus icon, and then you simply pacing that keyword into this negative keyword box click save, and then you'd be done so what this would do. This was simply blocker. Add from show in any time in the future. If someone typed in that keyword. Remember, we don't want to be showing our add on search phrases that aren't generating us any money, as that is just wasted spin. So what you want to do is go for your search term data. Have a look at all of the search for ages, which had generating new clicks on If you see a keyword that has tons and tons of clicks, and it's generated no conversions like this one right here, Here's another key word. Here's another 1 44 clicks and no conversions. We've got 26 clicks, no conversions, 24 clicks, no conversions, 20 clicks, no conversion, and so on and so on. Then you simply want to block these keywords out to ensure your ads are no longer visible for them. Believe me, this method right here is going to save you so much money. There's so many times that we take on clients and they say, Josh, this is acute. I want to bid on is going to generate me tons of money. We stop a Google ad campaign for that keyword. It gets tons of clicks, but it doesn't actually result in any conversions. So the best thing to do, instead of guessing in regards to what key was going to generate the most money, is to simply let the ads run and then review your data. Now how often you review your data dependent, how Maney impressions and how many click should generating. If you're generating only one or two clicks, then that is not going to be enough reliable. Data the base and make any decisions upon. You want tohave roughy at least 20 klicks per keyword before you start making decisions. But essentially, that is how you optimize your accounts to ensure you have the most profitable keywords in them. On to ensure you remove the keywords which aren't making you money. This office simple but super super effective. That's it for this video, and I'll see you in the next video, where I'm going to show you how you can optimize your ads. I'll see you there 53. Optimising Your Ads Based On Ad Data: in this video, I'm going to show you how you can optimize your ads based on the data you have in your people. Adds account. So to optimize your ads, what we need to do is first go over to our ads. So I'm actually in the same ad group that I was in before in the previous video. So I've got my same five keyword. The top one has generated 30 free conversions, which is good, and I've got one conversion down below. But what I want to figure out now is exactly what Ad in particular is generating those conversions. Now remember, whenever we create add group, we always have multiple ads within that typically free different ants. So let me go ahead and go toe ads on extensions and then make sure I have had selected. I will now have my free at displayed on the left hand side of the screen. But of course, that is going to be great out. However we can still see or the data on the right hand side. I can see my top ad has resulted in 1734 clicks. The second ad has resulted in 1726 clicks so again, not too dissimilar a tool. However, if we look at the average cost per click, we can see for the top ad we are paying 63 pence per click on for the bottom. Add were paying 55 pence per click, so the bottom add is actually resulting in clicks, which are eight pence cheaper. On. On top of that, this ad has actually generated 19 conversions where the top ad has only generated for teen conversions. What's really important to know as well that only stop ad. We spent just over £1000 of almost £1100 on on the second ad we spent just under £950. So to summarize that just in case you missed it on the top ad, we spent more money. We're paying more per click on. We've had less conversions in comparison to the ad below that. So if we're looking at this from optimization perspective than this ad in particular is performing better than the top, and just to confirm that, we can actually see that from the right hand column where it says conversion rate to the top ad has a conversion rate off North 0.75%. So less than 1% of people are converting who click. This ad on the ad below has a conversion rate of 1.10% which is obviously a lot more appealing. So what I could do is actually go ahead to my first ad and simply pulls it and stop it from running and increase another ad and test that new ad against this one, which is performing the best. So just a word of advice here. When it comes to creating a new ad, you let you want to keep it as similar as you can to the original ad on. Then change one variable where that's the first headline. A second headliner, even the third headline change one variable. That way, if you see an improvement or even a decrease in performance, you're going to know exactly what caused that. Have you only change one variable? So that is how you optimize your ads to ensure you always have the best as possible show into your potential customers 54. Optimising Your Ads Based On Devices: the third element you could look at when it comes. Optimizing your Google Ads campaign is to go into your device partisan, so to do that we need to do is go to device is on the left hand side of the screen, one to live in an ad group or a campaign. So let's click devices now on, and you'll see we have free different options. We have mobile phones, we have computers and we have tablets. So essentially what this page shows you is a devices people are using when they actually clicking on your ads and actually converted into a conversion. So as we can see, if you review this data, we have over 2000 clicks coming from mobile devices, which is actually the bulk of where our clicks are coming from. That's come from 90,000 impressions, almost 91,000 impressions. Actually, we have a CTR off 2.24% are average cost per click on a mobile device is 47 pence, who spent just under £1000 in total on mobile devices, and that has resulted in 13 conversions. If you look at the same data for below for computers. You can see we had only 986 click. So less than half of the clicks will get in on mobile devices. We had roughly the same amount of impressions, which basically tells us the majority of people you see are ads are more life to click, add if they're on a mobile device, are click through rate for our ads shown on desktops and computers is only 1.37%. So a lot less people are clicking our ads or when they're on a computer, which is almost double than what we're paying for. A click on a mobile device that amount we spend on computers on desktops is just over £800 on. In total, that has led to 12 conversions. With the third and final option off tablets, you can see we had only 680 clicks, so just under 700 clicks, we have a click through rate of 2.37%. The average cost per click is 55 pence, and we spent just under £400 in total. On that has resulted in 10 conversions. So let's just run that back to you who spent £370 that has led to 10 conversions. We've spent £953 and that has little 30 conversions. So as a result, if you look at the last column, our conversion rate on mobile phones is actually less than 1%. Is 0.62% Are conversion rate for users on computers is 1.2% on our conversion rate for use on tablet devices is actually ah highest and stands at 1.47%. So on the surface level, when you're comparing mobile phones and computers, you might look at the CTR and the average cost per click on to say, Hey, computers is not as good as mobile phones as mobile phones has a higher CTR on what paying less per click. However, if it of at the main midget, which actually matters, which is conversions, you can see there's actually way more conversions coming from tablets and computers. Then there are in comparison to mobile devices. So when it comes to optimizing by devices, what you want to do is let's see what we call make adjustments on the device, which is performing the best. So as you can see at the moment, we already have a bit adjustment of plus 5% which is asked, basically telling Google, we are willing to spend 5% more than a maximum CPC for any bid which happens on a tablet device, as we know from my data that we are way more likely to convert that click into a conversion when the user is on a tablet device. In comparison to a mobile device or a computer toe edit, your bid adjustment we need to do is simply give it a click on the time in the percentage would like to increase it now let's just imagine we found out that tablets were really, really bad and we had zero conversions then what we want to do is stop as from show in just on tablet devices. So to do that, all we do is go over to bid adjustments where it says increase. We give that a click, click decrease and then put in 100% and then go ahead and click safe. That way, Google wouldn't show ads to anyone who is using a tablet device. This stuff is quite powerful. And when you get tons of data in your ads account, you are really able to go inside optimization process and start to optimize your Google ads account like a pro. That is it for this one. And I'll see you in the next video. We're going to go for it. Exactly how you can create campaign optimization based on the days and times your ads are running. I'll see you there. 55. Optimising Your Ads Based On Specific Times & Days: in this video, I'm going to show you how we can use that ad schedule to figure out what days on what times in particular are ads are generating the most conversions. So to do that, what you need to do is go into your campaign. So review your ad account at the campaign level. Once you've done that, you should have a option on the left hand side of the screen, which says Add schedule to simply go ahead and give that click. Once you given that click, what you want to do is go to day an hour. Now this is going to show you all of your data for your ads in comparison to the day on the time that Adam was run in. So we can see, for example, that in total we've had 46 conversions. Now, if I click this column and filter to see what time those conversions have come in, we can see out of those 46 conversions. We had free convergence coming on Wednesday between 12 to 1 p.m. Now, this would probably indicate that people are making purchases on their lunch break, which is a time that the majority of people here in the United Kingdom take their lunch break between 12 toe, one free conversions on again. Even at the 2nd 1 below. We have Thursday between 12 to 1 again, another free conversions. We've got some conversion that free P m to 4 p.m. another free like so we've got to convergence below from 11 a.m. to 12 pm so potentially this could be people taking early lunch breaks and then we have some more conversions later on in a day off 7 to 8 p.m. We have another conversion there. We've got another one at 12 1 PM so this seems to be a really good time for our client. However, if we give this a click and changes to see when we have no conversions, we can actually see what's going on and where we're going wrong. When we are showing our ad so you can see on a Sunday at 12 a.m. Toe 1 a.m. So really early in the morning we have zero conversions. However, we are still generating eight clicks. The same goes for Sunday at one AM to two AM We are generating five clicks but it's leading to know conversions. Basically, what we want to do is figure out what times people are clicking on ads that are resulting to know conversions on. Then stop my ads from showing at those times. So if we filter this column down by cost to see which, as we're spending the most amount of money on, you can see we have this one right here. Zero conversions. We spent £73 which is actually more than any other time of the day we've run ads. We've generated 100 and 16 clicks in total, which is a lot of clicks on his letter. Absolutely no sells for our client. And if you look at the time of this ad is 11 a.m. to 12 p.m. On a Sunday, which could be a good indication that although people like to shop on the lunch break from Monday to Friday when it comes to a Sunday, it doesn't seem to follow the same pattern. So what I want to do is create our schedule on insurance is not showing in this particular timeframe, as I know from all of my data that is not going to generate any conversions. We've got another instance below zero conversions on. We spent £65 almost £66 in total running ads during this time frame. Saturday 12 p.m. to 1 p.m. If we look at other times, we conceive. Got Saturday coming up again. We've got Saturday, Sunday, Sunday. So remember, What of them now is our fault. All the data by the days, which are costing us the most amount of money on out of the first, let's say, 10. 123456789 10. We literally only have mental off weekdays. Free, Different time. We have a Monday, a Thursday and Monday. So seven times out of 10 that adds, which has generated the most money on the least amount of conversions are actually on the weekends. Mine assistant, as is obviously a first day, so we wouldn't exclude that. But the point I'm trying to get across here is you can let you review your data and see exactly where you're going wrong. So in this instance, the client should not be running any ads on the weekends, as it's not really resulting in that many cells Yes, I do appreciate We have some conversions here for Saturday, but to really get a good understanding what you need to do it every that data and ensure you have enough clicks before you make any decision. So if I'm seeing two conversions from 98 clicks, I mean, that is a lot of clicks on add. Although we have a good converge, a rate of 2% again, it will come down the preference What you feel You should block out on what you thought you should keep in. You can also filter by conversion rate and just see which ones are converting the best for you. But do take it with a grain of salt and you can see this top one right here has a conversion rate off almost 8%. However, if you look at how many clicks this one has from Saturday, 5 a.m. to 6 p.m. is only 13 clicks. So the data you're reviewing is not that reliable. Trying to aim for at least 50 clicks, ideally 100 when it comes to review and dates are to do with the day and the hour. So that brings this video to end on brings us to the end of this section on campaign optimization. I really hope you enjoyed it. We've gone through so much in this section, which is extremely valuable on his exact steps that we follow at the agency Women optimized client accounts. 56. Conclusion, Goodbye For Now...: Hello now, Google ads experts. Well, I certainly hope this isn't a good bye forever. And it's just a goodbye for now. I thank you so much for making it this far into the class of me. I'm really taking the time to understand Google ads on exactly how it will works. This stuff is super powerful, especially in this digital error. I truly, sincerely hope this course has given you everything and more. You're expected to gain from it. I really hope you found the course valuable. So please do leave me a review and share your experience. It would mean the world to me if you could leave me some feedback on. Also, it would be great if you could share the course on your social media platforms on share of anyone who think would get value from it. Sharing is Karen. Once again. Thank you. Thank you. Thank you. I hope you loved it. I had a great time. And I'm sure I'll be seeing you in another course. Bye for now.