Google Ads Workshop: How to Get Traffic with PPC Ads | Tom Wiztek | Skillshare

Google Ads Workshop: How to Get Traffic with PPC Ads

Tom Wiztek, Marketing and Recruitment Specialist

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12 Lessons (1h 2m)
    • 1. Skillshare Lesson 1v2

      2:06
    • 2. Basics of Google Ads

      3:39
    • 3. How to Set up your Google Ads Account

      2:13
    • 4. Search Campaign Setup - Part 1

      7:31
    • 5. Search Campaign Setup - Part 2

      5:13
    • 6. Search Campaign Setup - Part 3

      5:57
    • 7. Google Ads Panel Overview

      4:56
    • 8. How to Use Google Ads Matchtypes

      7:02
    • 9. The Google Ads Quality Score

      5:33
    • 10. The Google Keyword Tool

      5:51
    • 11. Conversion Tracking Part 1

      8:53
    • 12. Conversion Tracking Part 2

      2:41

About This Class

Do you want to get more customers by advertising on Google?

Are you just starting out with Google Ads and would like a do-it-yourself formula so that you can manage your own Google Ads campaigns?

Managing your own campaigns gives you more control over your promotions. And you save on costs by not paying anyone else. And you have a bigger budget to get customers.

And Google is a great source of customers.

Did you know that Google owns 71% of the search engine market share!

It’s no secret, most people go directly to Google to find anything. And if you learn how to get these customers yourself you will have a powerful tool for growing your business and increasing your profits.

Who is the course for?

I have created this course for you if you are just starting out with online advertising and want to use Google pay per click ads.

No previous experience is necessary. This course can help you if you’re about to open your first Google Ads account or if you have just opened your account and perhaps setup a couple of campaigns.

This course is a starter guide to the Google ads platform and I will share with you a proven formula for setting up successful ads.

What this course is about?

I am focusing on pay per click ads only.

These are Google Ads that appear on the search results page. And you will only pay when someone clicks on your ad.

You see Google is a massive advertising platform. About 97% of Google’s total revenue comes from advertising. You can use Google ads for text ads, banner ads, mobile ads, video ads, email ads and more.

But this course is focused on pay per click ads. I believe it’s the best way to get started with Google Ads.

Enroll today and you will learn how to advertise your product or service on Google and get more customers.

Transcripts

1. Skillshare Lesson 1v2: are you just starting out with Google lots and would like a do it yourself formula so that you can manage your own Google ads campaigns? Managing your own campaigns give you more control over your promotions, and Google is a great source of customers. Did you know that Google owned 71% of the search engine market share? It's no secret most people go directly to Google to find anything on investment in Google ads has a big potential for you to get more customers. It has been said that for every $1 invested in Google, a business gets back to dollars. And if you learn how to get these customers yourself, you will have a powerful tool for growing your business and increasing your profits. I have created this class for you. If you're just starting out with online advertising and want to use Google pay per click ads, no previous experience is necessary. This class can help you. If you're about to open your first Google, let's account or if you have just opened your account and perhaps it up a couple of campaigns. This class is a started guide to the Google. That's platform and I will share with you a proven formula for setting up successful arts. I am focusing on pay per click ads on Lee. These are Google ads that appear on the search results page and you will Onley pay when someone clicks on your art. You see, Google is a massive advertising platform about 97% off Google's total revenue comes from advertising. You can use Google ads for tech starts band Arad's mobile ads, video ads, email us and more. But this class is focused on paper click odds. I believe it's the best way to get started with Google lots. Inside this class, you will learn a step by step process for setting up paper quick outs. How to optimize your campaign so that you get good quality clicks at the lowest possible cost. You'll discover costly beginner mistakes so that you don't waste money, but learn from the experience of other marketers. And if you are a local service provider, you will learn how to promote your offer locally to areas where your customers are located . I'll see you in the next lesson, and let's start getting customers with Google outs 2. Basics of Google Ads: Google is the go to source. To find anything, you just open your browser and type in your search term. Let's say we're interested in blinds London, so we type it in and run a search. Here you see the ads. They're labeled with odd. So we have here top four positions. All of them are ads. And by simply running the search, we have instantly found what we are searching for The way Google works is that it's like an online auction. The more you bid, the higher your ad will appear. However, price is not the only factor. There's also add relevancy and quality score, but we will get into that later. Before we begin with Google ads, you need to learn some basics off online advertising. First, let me clarify what I mean by keywords. Aqui ward can be one word, but it can also be made up off multiple words. So I could be using pool pool cleaning services, how to clean my pool, and all of these three will be classified as keywords. You also need to know the difference between a search term and a cured. A key word is a term that you are targeting in your advertising. When you set up your ad campaign, you will add your keywords. You see keywords are relevant from the advertising side. On the other hand, search terms, which are also known a search, queries these air the actual terms that a user types into the Google search. So whatever a person types into the Google Bar is a search term search. Terms are associate ID to the person who is using Google. Now let's briefly go over a couple of terms in the Google ads campaign screen. Do not worry. If this is overwhelming, we will cover everything in the future lessons. I just want to introduce you to a couple basic terms. So over here we have a couple of different campaigns, and what I want you to pay attention to is over here. This one, this is impressions. This is the number of times that your odds appear. Interactions are basically the number of clicks that your odds gets and the interaction rate, also known as the click through rate. This is the percentage of clicks to the impressions off course. The higher the rate, the better and average costs that is basically average cost per click, so we will go over these other areas off the campaign dashboard in future tutorials. But for now, this is all you need to know and a final note about learning how to set up Google ads. If you're here, it means that you are just starting with Google ads, and my recommendation is to start small, start with a smaller budget and get a basic campaign set up. Don't overcomplicate things. Start simple, learn and get familiar with one Google ad campaign at a time. Once you're familiar with setting up a simple paperclip campaign, then you can grow your knowledge and create different campaigns. But for now, you don't want to get information overload. So let's keep it simple and gradually learn more. I'm going to start by showing you how to set up a Google campaign, so I will see you in the next lesson. 3. How to Set up your Google Ads Account: in this lesson, I'm going to show you where to open your first Google ads account, and it's really simple. All you have to do is go to Google and type in Google alerts, or just go directly to def Ural once here, then just click on start now and feeling old off the details that are required. The process off setting up your Google ads account is very simple. Actually. It's just like setting up our Facebook account or a Gmail account. It will ask for normal information like your first name last name, address, email, address, phone number. It's pretty easy on this first page. All you have to do is type in your email address here and what is your website, while just type in the URL off the offer that you plan to promote. So just one thing regarding the set up of your Google arts campaign, you will have to set up on actual campaign while signing up for Google it. If you are just signing up, you can watch my tutorial on how to set up your first Google as campaign, and it guides you through the entire process of setting up the campaign I would also like to mention payment methods here because you will be asked to select your payment method. Because with Google there are two payment methods. Automatic. If you have an automatic payment method, you will automatically be charged after your ads run on Google and after your balance reaches a certain amount. Automatic payments are the default, and in some countries there is no choice. If you're setting up a new Google ads account, you will have to pay using the automatic method. The other option is a manual method. So what this means is that you top up your Google ads account, and as long as you have funds in your Google ads account, you can run your advertising. Once you run out of credit, that's it. You will only be able to resume your campaign once you top up your account again. But the manual method it's not available in all countries for new accounts. Okay, thank you for watching. Now go on to the next lesson and learn how to set up your first Google ads account 4. Search Campaign Setup - Part 1: welcome to this lesson on setting up your first Google ad campaign. Here is the offer that I have chosen to promote, and I want to get as many clicks as possible to this website. So this is the girl that I will use in my ad campaign. Now let's go over to Google ads and set up the campaign. So this is the Google. That's panel. I want you to click over here on the left hand side on campaigns. Now click on the plus sign here to create a new campaign. The first step is to select a goal for your campaign. Here we are going to select website traffic as the goal, but if you hover your mouse over each option, you will get a brief description into where the ad appears. And what is the purpose off each campaign. If you are an advertising on up, you can select up promotion. If you have a website that is generating leads or sales, then select these options. But for this you will have to set up conversion tracking, and if you want to grow brand awareness, then you can select this type of campaign or this type of campaign. In my course, I am focusing on generating traffic to your website, so we select website traffic. Google has four types off campaigns because we're setting up a paper click campaign, I will select Search. The other options here are display, which are banner ads. Then we have shopping us. These are relevant to e commerce websites like Amazon, where you sell directly products to consumers and video ads. Will they are relevant and appear on YouTube. So I will select search and I don't have to write anything here, so I will click on Continue now. Let's give our campaign a name. So we are advertising a course how to write a professional Fyvie. So let's called a campaign job seeker thievy guide. Next, we can choose the networks, so we want to select the search network on Lee. So does this play network we can just un selected here, and we can include Google search partners. Basically, search partners are on additional collection off search engines and webpages such as a well , that comb. Ask dot com doc pile dot com Liquor stood, come and for your paper click campaigns, I will select deception here so that you have more exposure to your ads. But like I mentioned, I will on select the display search partners option. Now let's do a quick overview off some more settings. Here. You can set up the start and end dates for your campaign or, if you want, you can just let your campaign be continuous by not setting an end state at all for the campaign. Ural Options. We're going to skip the campaign. Ural. This is for advanced users, and at this moment you want to get up and running as quickly as possible. Campaign neural options are for tracking and for tracking performance, you will use some sort off third party tracking software like Click Magic or Google Analytics. Dynamic search odds These air ads that are automatically filled ing for you. Basically, Google goes through your websites and automatically generate content for your odds. They have some advantages, but I don't think they're the best choice for all campaigns. What we will be doing is manually setting up everything because it gives more control over all of our campaigns, so I believe that manually setting it up is better. Now let's look at targeting and audiences first, select the location. You can have city targeting state targeting, even suburb targeting. If your local service provider or a local shop, then you will want to narrow down your audience to the exact location where your customers are. So let's say that I want to target the United States so I will select all countries and territories, and I will search for the United States and then I'll click on target. Now what if I want to target a city? Say, London. I will just type in London and select the city target. I can type in a city, a country, uh, suburb, and I can target it directly. Now let's click on location options and we have five different settings here. This is very important that you said this part up correctly. You want to select people in your targeted location, the middle one here, the other two options. They will give you more clicks, but these will be clicks from different locations. So in effect, if you are advertising a local service, then you do not want to get clicks from abroad. So make sure that the middle one is selected people in your targeted locations and then for exclude. Just make sure the 1st 1 is selected people in or who show interest in your excluded locations. Now for the language, then, Well, this is pretty self explanatory, just typing the language of your offer. So my offer is in English, so I'm gonna make sure that English is selected now. Audiences. Audiences are groups of people with specific interests intense and demographics as estimated by Google. You can also use audiences for re marketing purposes, but you need to have real traffic to your website first. For your information, re marketing is advertising to the same group of people that have already visited your website or subscribe to your services. So let's say you set up a paper clip campaign and get 100 new visitors to your website. Are remarketing campaign would be targeted at those precise 100 people? The way it works is you insert a code to your website and then Google builds a list of people who have already visited your website. Audiences are also very relevant to display campaigns, but we are focused on targeting with keywords, so we're going to skip audiences 5. Search Campaign Setup - Part 2: Now we can select the budget and bidding, so I'm going to select $10 per day and I'm going to click here. Delivery method. There are two options here I can select standard or accelerated standard means that the $10 here will be evenly spread out. The cost will be evenly spread out throughout the day, and accelerated means that I will get as many clicks as possible as fast as possible. Now forbidding there are a couple options here. We want to select clicks, and for the maximum cost per click, I would just write $1. Now let's do an overview off the bid strategy. So we here we have a couple of different bits strategies. The ones that are most important for our campaign, which is a campaign for website traffic is maximum clicks and manual CPC, which is this one. So maximize clicks. This is a good option for campaigns that want clicks. By selecting this option, Google will automatically raise bids and try to get you as many cliques within your budget . Manual cost per clicks is basically when you set the maximum, you are willing to pay per click and then your campaign gets running, your bids start low, and if there is more competition, your bits will be raised to your maximum value, but no more. The benefit of this strategy is that you have more control over your costs, but you have to regularly observe their results and optimize your bids. For key words, we are interested in getting as many clicks or website visitors, so I will select maximum clicks and it should actually be automatically already set up for you. Now let's look here, show more settings. Here we have the odd Hsieh jewel here. You can set the precise day and times when your odds will appear, depending on your industry. Sometimes it is valuable to remove Saturdays and Sundays from the schedules. Like, for example, loan advertisements are not too valuable over weekends because most offices are closed. However, other industries like blinds, insulation, security, plumbing while people do their research over weekends, so you may want to turn on your advertisements. Add rotation. Here, you select optimize, and it should be selected by default. Yep, optimize. This will display all your odds in your campaign and check, which adds are getting more clicks and which are are getting less clicks and basically optimized the advertisements to display the best. Performing adds more often. This is why you will want to include at least three ads in your first campaign, and after a couple of days, you will see which adds are better and you can replace the worst performing ads with nuance . So now I briefly want to talk about add extensions, the 1st 1 being cycling extensions. Here's an example of a Google ad with cycling's over here, Australian best betting sites and horse racing betting. These are cycling's and cycling extensions are additional links that take people to a specific page on the website that you are advertising. For example, if you have a normal business, you could be taking a person to a page with your store opening hours, or it could be a specific product. Page is gonna be anything that you want. Next we have call out extensions, and over here you can add more business information to your art. And over here we have examples off coloured extensions in both of these arts. These are the coloured extensions, and it is basically a way to add more information to your art, and it can be useful because you can use it to list features and benefits that you are offering. And Leslie, we have coal extensions now. The coal extensions. They're different because they allow you to add a phone number, and you can display this phone number on any device. But I would recommend it. If you have a coal extension, I would suggest displaying it on Lee own smartphones, and then you can even measure conversions. So in this case, a conversion would be how many calls you get from your coal extension. Also, if you use the call extension than I would recommend that you set up a specific time off the day when the extension would be shown because you would only wanted to be shown during business hours. So for now we are creating Onley, a simple ad. So let's click on save and continue 6. Search Campaign Setup - Part 3: Welcome, Buck. Let's continue sitting up our odds campaign. So this is a continuation from the previous listen. And at this moment, we have to add a couple of key words to our campaign for this campaign. I'm going to add my keywords manually. In another lesson, I will show you how to use the Google keyword planner to create lifts off relevant keywords . What I do is, I type in my key words here. Now I am advertising a course for how to write your own CV. So some relevant keywords would be See the design, create a professional CV, actually, to get some ideas, you can have a look at this part here. What you can do is two things you can pay for your website. You Earl over here and Google will generate a list over relevant keywords. Or over here, you can type in a couple of key words. So I'll actually typing dif keywords here and see what this tool generates. So here we have resume templates here that's relevant. Resume examples CV resume builder, professional resume. So I can, at the keywords that I feel are relevant to my offer by clicking on this plus sign. Okay, for now, that's okay. So we have our keyword list over here, and then we will click on save and continue here. We are going to create our ads. So this is everything that we need to create our search at which is a texted. Let's go through all of the sections and then I will create my ass. So, final girl, this is the destination you, Earl, that your visitor will goto once they clicked the at This is different than your display part which if you have a look down here, you have a display part. A display part is the girl that is displayed in your advertisement. And it is different than your final Euro final Euro is the destination where your user will go to so first of it here you have headline 12 and three Fill these headlines in with a description off your services Don't skip on anything. The more details you give, the better your odds because people will know exactly what they are clicking. Also, the more detail you give, the more specific your heart is And the better quality clicks you will get because believe me, Google has plenty of visitors, and there are plenty of clicks that you can buy. You don't want to make your advertisement to general because you will still get all the cliques. But these will be clicks from non relevant people. They will just be random clicks. So with the display pot, this is the euro that is displayed here in your advertisement. What you can do is you can write relevant keywords here. So even if your final Ural is different for the display, but you can use something like CV design, the benefit is that a relevant keywords is visible in your advertisement. Now, if we go down a little bit, we have description one and description to once again filling your advertisement, which as much details as possible. And then over here at Ural Options. This is an advanced tracking option. You would need 1/3 party Truckee, like I said, like Google Analytics to use this. So let's go back to the top and set up a couple of our own advertisements so final euro will be this but here. So let's copy it and paste it. So now just quickly go through and filling the details off these ads. Click on Done. We have our first out over here and then let's click on new Ad. And now I will fill in all the details again. Let's click on Don now, as you can see here we have two separate advertisements to my campaign. And now let's click on Save and continue. Congratulations. Your campaign is ready here. You can review everything that you already have set up. And if everything is OK, then click. Continue to your campaign and we're in our campaign screen. So job seekers CV Guide, this is our campaign ad Group one. We only created one ad group. So congratulations. You have just set up your first Google pay per click campaign. 7. Google Ads Panel Overview: Welcome back. Now that you have set up your first campaign, let's do an overview off the most relevant sections in Google ads. So this is the overview section in your Google. That's panel. Now. I want you to click on campaigns in the campaign screen. You will have, ah, glimpse off all your current campaigns. They may be active campaigns or post campaigns, and in this section you can actually create new campaigns. So let's enter the campaign that we just created job seekers, TV Guide, and it takes us to the odd groups section. Here. You can create more at groups and at different keywords to each ad group. On the left hand side, we have odds and extensions. In this section, you will see all the advertisements that you have added to your campaign, and you can also create new advertisements as well as creating new cycling extensions. Call out extensions or call extinctions to your ads now landing pages. This is for advanced trucking, and we skipped this in our campaign. Then we have key words, and in this section you can review all the key words that have been added to your campaign and you can adjust the bids or change the much types as well as you can add negative keywords. And when you have a lot of traffic, you can review the search terms. And when you review the search terms, you will know what do you have to exclude some keywords from your searches? Or you may get ideas about new cures that you want to test out for audiences. Well, we are covering pay per click ads, and we're relying mostly on keywords rather than audiences. Audiences is more relevant to display ads and re marketing campaigns. Next, we have demographics. Now this is an important section because it allows you to bid on specific age groups. So if you want, you can bid. You can adjust the bid and you can either bit more or bid less on certain age groups, and it's always are certain percentage. So what I've done is I've increased the bid by 50% to people between 25 34 years old. Let's say that I want to exclude 35 44 year olds. I will just select it and excluded from the out group, so this is a very important section once you know who your target customers are, and you can also adjust the same for gender and for household income. Next section is settings. Here you can add it all the settings of your campaign. This includes all the sections that we initially set up in our campaign so you can change your networks, locations, budget bidding and and more settings. Then we have locations a separate up here and over here you can manage so that your campaign Onley targets relevant location. This is especially useful if you are a local business, because you can target exactly the places where all your customers are, so you can make it as relevant as possible. You can even target just suburbs where your customers are located. Next, we have other she jewel, and this is a valuable feature. But you have to test it out first because basically, you can set up. When do you want your advertisements to appear on Google? Because I know that there are certain industries that just don't convert well on weekend traffic, so you would want to exclude Saturdays and Sundays. Other industries, they just don't convert well when the when you are advertising, not in opening hours. So if it's if your business is 95 early morning traffic doesn't convert, and late night traffic doesn't convert. So it's something you contest out and then only advertise when it's necessary. Then we have devices, so the three main devices are computers, mobile phones and tablets. You cannot exclude any of thes, but what you can do if you don't want, say, tablet traffic, you can edit it, and you can decrease the bids by, say, 90%. So once you know which source is most valuable, then you can. Basically, we can either increase the bid, or you can eliminate the sources that are just not worth it. So these are the main settings and the main sections that you will be adjusting in your Google ads campaigns for now. 8. How to Use Google Ads Matchtypes: Welcome back. In this lesson, you will learn how to use Google's keyword much types. To understand much types. You have to know the difference between a key word that you are targeting and a search term . This has already been covered in the Google ads basics lesson, but let's review it again. Here is our Google panel. Now let's go into the campaign that we have just set up. So on the left hand side, we click on campaigns and job seekers TV Guide and then click here on keywords. And over here you have search keywords and search terms. Now, remember, keywords are related to your ad campaign, so over here you have a list of the keywords that we entered when we set up this campaign search terms. On the other hand, these are what the user types into the Google bar. So what? They type into Google search, and at this moment, this is empty because this campaign has not received any life traffic. The purpose off Google's much types is to give you more control over when your ad will appear. You can make your appear more often, even if the search term is not exactly related to your keyword, or you can highly tire get your advertising and Onley have your ad appear when the user searches for your exact keywords. It's all about making the connection between keywords and third terms. So let's go into more detail and reviewed the match types. Firstly, we have brought much keywords. If you use broad, much keywords, your ad will display on Google whenever someone writes your keyword in their search term. It doesn't matter if the user writes an entire phrase as long as your keyword is located. Within that phrase, your ad will appear more precisely by using the broad, much type Your odd will appear when someone searches for that keyword or a variation of it . This can include similar phrases, singular or plural forms, misspellings, synonyms and something called stem ings, which is basically adding I n G like in the example floor and flooring related searches and other relevant variations. So let's say your keywords is car people who type into Google. These keywords will see your out, so they'll typing something like cars, vehicle, automobile, your It will be visible because thes air close variations off your keyword burled match keywords will give you the most amount of clicks, the cheapest clicks but also the least relevant clicks. Let's look at an example. Let's say you sell custom built in ground swimming pools and your broad keyword is pool. Whenever someone types into Google Pool water, pull flooring. How can I clean my pool? Water. My pool has green algae. Your odds will appear. These are broad, much type key words. As you can see, not all of these terms are relevant to your service. Nonetheless, your odd will appear broad match keywords are the default in Google to add brought much keywords. You just need to add keywords to your ad campaign, just as we did when we set up our first Google ad campaign. Broad Mitch is useful when you want to be active quick and get as much traffic as possible with broad much. You don't have to invest time in generating targeted keyword list. Just add your keywords and you can have a campaign up and running in no time. Next we have phrased much keywords, and these are a little more targeted in the case of phrase. Much your entire keyword phrase must be included in the search term to let your ad appear on Google. Ah, search term may have words before or after your faith, but as long as your phrase is included, your odd will show. Let's say that your keyword is in ground swimming pools. Whenever someone types in any search term that includes your phrase, your odd will appear. Your ad will appear when someone type seen by new in ground swimming pool. How to build an in ground swimming pool. How to clean the water in my in ground swimming pool or in ground swimming pool deals and offers to add phrase much keywords. You have to format them properly, so you have to add quotation marks to your keyword for phrase much. Here is an example how phrase much keywords look in the Google dashboard. This is a campaign in a different language, but the principle holds and dif quotation marks mean that all of the key words are phrase much, and lastly, we have exact much keywords. Dif keywords are like the name implies exact so Onley. When a person types into Google, your keyword will your ad be displayed. It is your exact cured or close variation to your cured now close variations, maybe misspellings, singular or plural forms. Stem ings, abbreviations or accents. Let's have a look at on example, if your keyword is by a swimming pool than Onley. When someone types that keywords into Google, will your ad appear? However, if someone types to search them where to buy a swimming pool, this is not an exact much, and your ad will not be shown foreign exact much. You have to put the keyword into square brackets. Here is how this looks in Google. Once again, this is a campaign in a different language but observed the keywords all of them are in square brackets that this means that they're the exact much type keywords. These are the most targeted off all the much types. You will generate less traffic but get more relevant traffic. Exact much type is a better option if you know your customers well and want your art to be triggered only when certain key words are searched. For this concludes the lesson. Thank you for watching 9. The Google Ads Quality Score: Welcome back in this lesson, you will learn all about the quality. Score off your keywords and how these are relevant to lowering cure cost per click. You see the quality score measures how useful and relevant your keyword is to your ad. It is used to debtor mind your cost per click, and the quality score is relevant to lowering your ad costs, but also to getting maximum impressions. Here we are in the Google Outs panel, so let's go to the campaign view and let's click on the campaign that we just set up earlier and then with Click on Keywords now to have a look at your quality of court just over your mouth over the status of your campaign. The quality score depends on how your ad has performed based on past data. So because our campaign hasn't run, we have insufficient data. But let's go to another account, and I'll show you what this is supposed to look like when the actual keyword has a quality score. So here's another view of on AdWords account that I was using, and this involves client for some blinds. So basically, I just want to show you the quality rating for some of the key words here. So once again, we scroll over status, and this is what I wanted to show you. The campaigns air paused at this moment, but ever look at the quality score we have, ah, below average expected. Quick to rate other elements above average landing page experience above average and an overall quality score off seven out of 10. You see your quality score for a particular keyword affect the are drunk, and this will impact on the cost. Although Google is an online auction, if your quality score is too low, you're odd will not be displayed, even if you bid the highest. However, if your keyword has a high quality score, this means that Google will think you're odd and landing page are both relevant and useful to the person doing the search so it will display your at So the key question. What impacts on the quality score you have already noticed previously that there are three criteria, so the first criteria is expected. Click through rate. This measures how likely it is that a user who types in your keyword will click on your odd in Google ads eat section has three ranks above average average or below average. And if you have a below average ranking than there are two main things that you can do, either changed the text off your ads so that they are more relevant to your keyword, or create a separate at group for this particular keyword or keyword group and make the ad relevant to your keywords. The second part of your quality score is the odd relevance, and this measures how closely your keywords are related to your ad. Once again, there are three status is above average average and below average, and basically, this would mean that your keyword may not be specific enough to your aunt. Like before. Consider making another out group or changing your out to make it more relevant to your keyword. And the third part off the quality score is Google analyzes the landing page experience. This is the likelihood that a user will take a certain action on your landing page. By the way. Your landing page, of course, is the page that a user goes to after clicking your Google ad. Having an above average or average landing page experience helps improve your Google quality score, which improves your A drunk and can drive you more clicks and lower your cost. Now that you know what is the quality score, let's examine the most important question. How to improve your quality score. Basically, there are two main elements finding the right keywords and testing for the right odd so keyword research. Find cures that are related to your ads. Keyword optimization. If your key words have a different category or a main team, then you can basically create separate art groups and group different varieties off key words in each one. Because ever at group could have a slightly different team. And you will have to tweak your ads for each ad group because you do not want to create one campaign with one art group and Bunch said, like 3000 keywords into it. What you would want to do is divide those 3000 keywords into separate groups and create a separate add group for each keyword group. And make sure that your ads are relevant to the keywords. If you do this well, this type of keyword research and organization will naturally improve the quality and specificity of your ads and your website content. So this is one of the things that you can do to check your quality score. Once you have your campaign running and you've received a couple 1000 of impressions thing , you can head over to keywords and then browse different keywords over over statues and check the quality score. 10. The Google Keyword Tool: in this lesson. I want to show you of weight, generate relevant keywords for your ad campaign. The easiest way but the longest is to have a brainstorming session and think of as many key words that you can that are relevant to your advertising. But there is another way. Google has a keyword tool. It's just a matter off typing a couple of relevant keywords into the stool, and Google will find for you the most relevant keywords. So let's go and generate our keyword list in the Google dashboard. Head over to the top right hand side and click on tools and then over here, click on keyword planner, then select here finding new keywords. And then it's just a matter of typing in the phrases or keywords that are relevant to your search. So, seeing I am advertising a course for designing a C V, I'm going to type in professional CV CV design, and I think they will be enough for now. So let's run this search. So Google has found 1751 keyword ideas, So what we can do is we can download the keyword ideas here or their Google has another feature. We can select all the keywords and add them to a plan. And then, if we want, we can type in some new keywords here and run another search. So let's say that I type in something like CV design service. Let's get some results. So it has found 90 keywords ideas, and as you can see, some of them are already in my plan. But there are a couple of new once, so I will select all of them and on, by the way, when you are selecting them, remember, there are numerous page of here, so in this case, there two pages. So you always want to select them here and then click to select all of them. So in this case, all 19 and let's add them to the plan again. Now, if we could hear on plan overview, Google will do my forecast off these keywords, so we will see roughly how much it will cost the click through rate top performing keywords . So now head over to keywords, and here we have all of the key words that were it added. So we have 1787. Let's select all of them. And from here what we want. We can edit the much type if you want. Oh, but I want to donald them over here on the top right hand corner. We have this arrow. This is download, so let's download them as a CSE. And over here you have access to all of the key words. So what you would do if you would go through irrelevant keywords, delete them and make sure you're just adding good relevant keywords. But we have about 1700 plus key words here, so usually what I would do it, I would divide them into into a couple of other groups. But for the purpose of two tutorial, I want to show you one more thing. How to add thief keywords to your Google ad campaign. So let's select all of them and copy them. Now let's go back to Google. Let's go back to our campaign. So we click on campaigns Job Seekers, TV Guide Campaign, which we created, click on keywords and click on the Plus. We have one other group created, so we've selected based it, and based on these keywords, Google also, it tells us what are some other keywords, which we haven't included yet? So if we want, we can add them, and then we could scroll down and click on safe. Okay, so there turned out that a couple of the key words we cannot use. So let's just delete them. So just copy them and find them. Let's delete them. Let's delete this one as well and click on safe again and our keywords were added. So we should have a total of 1789 new keywords. And if key words, I just added them US default keywords, So they are all brought much keywords. So this concludes this short introduction to the Google Keywords tool, and it is useful for generating cured ideas. However, you will have to spend the time and make sure that the keywords it does generate are actually useful and relevant to your ad campaign. Thank you for watching 11. Conversion Tracking Part 1: in this lesson, I want to introduce you to conversion tracking with Google. This is probably the most technical part off the course. It may take some time to fully understand this tracking solution. However, you can start advertising on Google without tracking. You can start getting traffic to your offer and getting new customers. Once you get familiar with the Google panel, then you can apply conversion tracking. So what is conversion tracking? As the name implies, this refers to tracking conversions. When you tracked conversions, you will learn which keywords are working, which demographics to target which regions and even which adds, are performing. So what is a conversion? Here's the Google panel. You see four different conversions. If you select purchase, you contract people buying your products online. If you select leads, then you're tracking whenever somebody share some information with you, such as a phone number or an email address. Next, you can truck page views. So this is whenever somebody visits a particular page and you can truck sign ups like when a person signs up to your list. If you're using a London page in collecting email addresses, sign up conversions. That's very similar to lead conversions because whenever somebody signs up to your list, they are elite ah, potential for you to sell something to them and then the fifth option is other. So this is basically you can create your own conversion tracking goals. So why use conversion? Tracking we're tracking your results gives you the necessary data to optimize your Google campaigns. You can target specifically people who are interested in your offer so that you can improve conversions and reduce your costs. Think of the potential your advertising using keywords and with tracking. You know exactly which keywords are generating leads and sales. Then you are in an excellent position to remove all the but performing keywords and bid more on high performing keywords. Okay, so let's go to Google, and I will show you how to get started with tracking your conversions. This is a little bit technical, and to make it easier, I will show you how you can get started on a WordPress website. So here we are in the Google ask panel. Now go over here to tools and click on conversions and then click here to add a new conversion. So select the website and I'm going to show you how to set up a lead conversion. Go so select lead. I'll give my conversion a name for the value. I will select this one. Use the same value for each conversion because I am only tracking a lead. I'm going to select this option and I'm going to give my lead a value of one just to make it easy And then for count because we are tracking leads, we're going to select one, which means that if a person clicks on your website twice and fills out your form twice, they will only be counted as one lead because essentially the same person. If you're tracking purchases, then you would select this one because I am just tracking leads. I have selected this 11 for the conversion window. I'm going to leave it at 30 days. View through conversions one day. Actually, Defour fields there set up okay for the purpose of tracking leads, thieves, default settings. They're very useful. So I'm just going to quick, create and continue. So now our conversion action has been created. Now it's a matter of adding the relevant cold to your website, so I'll click on this installed the tag yourself. And over here, we've got our code. And we have to insert this code on every page of our website between the head tux. Actually, the instructions air here. Copy the tag below and paste it in between the head tax off every page. Now, if you are using WordPress, this will be a little bit easier. If you're not using WordPress, then you need to edit the code of your website. But a lot of people are using WordPress, so I will show you what you do to set that up. Here's a sample WordPress installation. Now you will need to add a new plugging so you go to plug ins at New and let's start do a search for the plugging, which is WP global site tug. And here this So that's install it now activated. Now go to settings WP global site tug and here we want to concert are tracking I d. From this tag here and are tracking I d Is this value over here? Actually, I'll copy it to a note pad, and then I can extract this value. Okay, so a w this. But here, let's copy it go back to a WordPress installation based it and safe. So what this tug does is it inserts this code this code that we see here into every page over WordPress installation and this is known as the global site tug. And if we scroll down below, then we have the event snippet. The easiest way to at the event snippet is to have the first option selected, which is page load. So this snippet will fire. When I certain page loads, I'll show you the theory of this in power point. So this is a simple diagram. On the left hand side, we have your sign up page, so this could be like a landing page. It can be a block post with a sign up box on it. Anywhere where you are asking for a person's email address, that is Ah, that's called a sign up page. And on the sign of page, the global site tug has already been added, and when somebody signs up, they get taken to the thank you for subscribing page. And on that page you have the global sites thug. But in addition, you have the event slip it. So what happens is that somebody arrives on the sign up page. They entered your email address, they submit their data. Then they get redirected to the thank you page and on the thank you page. When it loads the event snippet loads as well and gives feedback to Google that a conversion has taken place. So back at Google, this code here you copy it and you paste it anywhere in between the head tugs of your page . However, there is a very easy way to do this. Let's go to WordPress pages, and I would just quickly create a thank you page. So call it. I thank you, Page. I'll publish it. And what I'm actually using in my WordPress installation is amusing. L a mentor. An elementary is a very easy to use click and drag interface for your WordPress blawg. So here's our website, and what I'm going to do is I'm just going to add some hasty Imo to our webpage. So now we go to Google. Let's copy this paste the code here and updated. Then we can preview the page. And what happens whenever this page loads the events snippet will load and will register a conversion on Google, and that's the most important thing that you have to remember when setting up conversion tracking. Here's our new conversion, all set up when you set up a new campaign, you will use the Earl of your Sign up page, and then whenever somebody signs up, Google will automatically track those sign ups, and the conversions will be visible in your Google panel. 12. Conversion Tracking Part 2: hello again. If you have already watched my lesson on Google conversion tracking than this is an ad on lesson. After you add your Google site talk and your event snippet to your website, you need a way to check if the Google tags are working correctly and you do that by using a free tool. It's actually an extension to your chrome browser, and that's tour is the Google tag assistant. You can get it by going to this euro and then installing it. Just scroll to the bottom and click on install. So I show you how it works. For your information, this is the thank you page that we created earlier. And on our thank you page, we added the event snippet. So this is the snippet that measures the conversions. I'm going to make one more page on my WordPress installation, and I will just call it a landing page and I will publish it and view it. So we have two pages here. There was good a landing page, which is, let's say, a page that you collect email addresses and then you have a thank you page and this could be a page that they are redirected to after day filling the form which is on your landing page. I have already installed a Google tag assistant on my browser and it is visible here this blue I come talk assistant by Google if we click on it. Not that you don't see anything, so you have to enable it and then refresh your website and then if we click on it, what was he here? That, too, is displayed. We have the global site tag which is working correctly and this is ah, remarketing tuck. So this is fine. So this is on the landing page. Now let's go to the thank you page. Let's click onto tug assistant, enable it refresh the page and we can see at three over here. And here's the difference. Google ads conversion tracking, Which means that the events snippet which we added in the previous lesson, is working because we feel the global site tag and the Google Alerts remarketing tug, which is the same ones that we saw on our landing page. But in addition, we feed the Google ads conversion tracking. Okay, And there you have it. This is a very simple tool that you can use in your chrome browser to check if your conversion tax have been added correctly