How To Drive Great Results In Google Ads (AdWords) | Ben Abel | Skillshare

How To Drive Great Results In Google Ads (AdWords)

Ben Abel, Digital Marketing Fanatic

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13 Lessons (1h 11m) View My Notes
    • 1. Intro

    • 2. Creating An Account or Getting Client Access 1

    • 3. Creating A Search Campaign

    • 4. Adgroups & Keywords

    • 5. Creating Search Text Ads

    • 6. Ad Extensions

    • 7. Setting Up Columns

    • 8. Conversion Tracking

    • 9. Creating A Call Only Campaign

    • 10. General Optimizations

    • 11. Advanced Optimizations

    • 12. Extra Tips

    • 13. Conclusion


About This Class

There's lots of videos and courses out there that show you how to create Google Ads campaigns.. but hardly any show you how to actually get results. This is where my course comes in! 

In this course my main focus is to teach you how to get great results in Google Ads for your business or for your client's businesses! 

Within this class you'll learn the following:

  • How to set up Google Search campaigns to drive high quality results
  • How to position your campaign structures for clear, precise analytics
  • How to optimize your campaigns to continually drive results at a low cost

In the class I use a real life example of campaign structures that I personally use for many of clients.

This course is for ANYONE who wants to learn Google Ads. It doesn't matter whether you need to drive results for a client or for your own business; this course will help you.

Follow the steps I go through and feel free to email me with results you've seen for your clients, feedback or any questions you may have! I can be reached on my personal email at [email protected]

If you are in need of any further help please feel free to reach out to [email protected]



1. Intro: I guess my name is Ben and I'm a digital marketing expert. I've worked with many different agencies and I take all my own clients. I'm top-rated on Upwork. So you can be rest assured that this course is a good value. And I will teach you something that you might not know right now in this course, I'm going to show you how to get great results using Google ads for your clients or for your own business. These strategies and these campaigns structures are going to show you how to set up or exactly how I drive incredible results for many different clients in many different industries over the years. I do this step-by-step process every single day. And in this course, I take issue that journey of how I have provided my clients tens of thousands of profit every month using this exact strategy, using this exact structure. And I'm going to go through examples and tips and tricks on how we can make your campaigns awesome in Google ads, this course is aimed to be easy and relevant to anybody who's, who's this name, maybe your additional marketing, finance yourself. Maybe you have your own agency. Maybe you're a business owner, but I really want to make this as approachable and as easy as possible. And if you have any questions throughout this course, just leave a comment down below and I'm sure I'll get back to you as soon as possible. Let's increase your skills in Google ads and let's see you get awesome results for your clients. Let's go. 2. Creating An Account or Getting Client Access 1: So we're gonna go and dive right into this. Very excited to get going. So I want you to go to ads dot This is my account currently, it's something that I don't really use, but what we're gonna do is we're going to make a new account. So guys, sorry, just quickly interrupting here. I've looked different. I know there's opposed to edit, but I want to quickly say that this example in this part, I opened up my own AD account. But what you're gonna do is if you have clients, then you're gonna need to create a MCC or a Google Ads Manager account. And then you'll be able to add many different ad accounts within that manager account and also request access to your client accounts. That's very simple, that's a very easy thing to do. So just Google that and that's something that you'll be able to sort out yourself. But for people who are creating it for their own business, then this is the way to go forward. I just want to quickly mention that otherwise, all the other steps in this part is exactly the same. So yeah, thanks. Back to the video. Okay. Just so that I can show you what it's probably going to look like for you if you were to create an account, but you login, you go ahead. And then once you started, it's going to come up with this screen. Now what's important about this is you do not want to go through these steps because you're going to start what's called an Express campaign. And that is not what we're doing here. So it's going to ask you or your professional market. Yes, you are in this case and you're gonna go to switch to expert mode. And then we're going to be within the campaign. We're here now. And this is where we can get started in creating our first campaign. 3. Creating A Search Campaign: This is called goals and goals. Someone important but not always so important. So what I'm gonna do is quickly explain that this is how if you probably setting up an e-commerce store, you're gonna go for sales. If you driving services for your clients is gonna go b leads or fee on business, then obviously website traffic, brand consideration, brand awareness, app promotion for getting people to install your app. And then this will end without any goal. So for this example, what I'm gonna do is set up a campaign that would be for a dentist. And this is going to be literally this is how I would set up a campaign for dentist clients. And the reason why I'm doing that is because this helps in simplifies what we should be doing, what we should be doing to create a really effective campaign. It's also something that you've got dentist, dental clinics all around you. So if it's pretty easy to pick up a client in the dental practice niche. So I would recommend that you learned this. And then what we're gonna do is I'm going to probably go through the video and, and tell you how you can apply this to your own niche, to your own thing as well. So obviously if we're going to be setting up ads for a dentist, then it's going to be leads. We're not going to be doing sales, website traffic or anything. It's gonna be leads. So I'm gonna go ahead and click leads. Then of course we're going to be creating a search campaign for this example. So I'm gonna click Search for the majority of dental clinics. It's gonna be, we're gonna be doing website visits. So the way that we'd reach our goal and reach the way we get an hour leads is going to be through web site visits. And this is where I need to enter the URL of the website to which we are going to be running ads to. Okay guys, for this example, I quickly went and checked for a website. I'm actually making this up on the spot as we go along to make it even more authentic of how I would do this. But so we've got, I found a dentist client within in Cardiff, which is my hometown. This is called cathedral dental clinic. It's in Cardiff. It's nearby where you live and everything. So I just quickly grab this website because it's got everything I'll need for going through and making these ads and making these different types of campaigns. So what you do, take the URL, of course, take that copy, put that in and awesome. Once that's loaded a bit. Right now we're not going to focus on website conversions. I'm going to go into that in another section and we're going to click continue. So this is all Campaign Settings which I'm going to go through with you now in this section of the class. And then the next section we're gonna go set up ad groups, could ads and everything like that, and we'll get into it. So I'm gonna put in Cardiff for now. Awesome. So what we're gonna do, and the reason why guys, it says India is I'm currently in India. That's gonna say whatever location you're in. It's going to say that. But you're going to call this campaign. And what we're going to be probably targeting is we're gonna be talking to few people, people who are looking for general dentistry. And we're going to look at dental implants as well. So I'm going to stick to these two and create different campaigns for these two services then, general dentistry and dental implants. So we're gonna go ahead and I'm gonna say search, general dentistry. Okay? Then what we're gonna do is what I always do is take off Google Display Network. The reason why is that Google display is a separate, a separate strategy towards what you need to do for Google Search. So I like to keep search and display separate and not show my ads on the Display Network. But I do keep such partners ticked For the most part. And I'll get into another, in another section of this class, I'll talk about the optimizations, which I'll take on the back of this. So we go in and obviously because this is in Cardiff, then we're going to target Cardiff in Wales. Okay, but what I want to quickly show you is if you didn't want to target a whole city, since that's already a big number. You can go into Advanced Search here, click Advanced Search. And obviously it's target Hall cutoff. But I know for a fact that Tes cathedral road and everything is on this side of Cardiff. Which means that people on, in Flemish and are not going to travel all the way, just come here. So what you could do is do a radius. And I recommend this for roughly for dentists clients. Maybe do set it to Kilometers and just start off with a four kilometer radius for now. And then I'm gonna put in cathedral road because I know that's where it's coming up with. A location near me. Hang on. Cathedral. Caught if they go literal point, kind of god, F target. Okay, so if you feel that's too big, I'm going to take off card. If you feel that's too big of a radius, you can of course, change it to another thing you could do too. Save. And I feel that's pretty good, that's targeting in a large area, but you really do need to try this. I have clients for the dental industry which target after like 810 kilometers and they still get leads from outside. So it's really up to the client and up to what you wanna do. Yeah, so that's what I'd recommend. So I'm gonna save that for now. But I'm going to peep it, act for save. Cool. So we've sorted out the networks and location. So now obviously is going to be set to English. We're going to leave audiences for now. I'll get into that in a bit later. It's going into Indian rupee is it's obviously not what I want. I'm going to quickly find the great British pounds. There we go. So the average you wanna spend the day. So that's obviously going to be discussed with the client and your business strategy. So normally clients like to in the dental industry, I've seen that they spent about 1000 pounds per month. So if I'm gonna do two campaigns that say I do 50-50 of these campaigns. I'm going to set that too. Well, Daily would be 33 pounds a day. So let's do 33 divided by two, which is 16.5. So we're gonna do, let's say 17 fanout. So 17 pounds per day is gonna be spent on just this campaign. And scroll down. Okay, now we're gonna go into bidding. So this is an important part and which would be my advice after me. Doing a lot of work with a lot of different clients and allowed the industry is, this is my strategy. I always, always, always, always go and start of a campaign with manual CPC. Reason why I do that is you get a better control of your bids and you're able to, I'm able to control your bids at the keyword level yourself so you can bid higher on certain keywords and bid lower on certain keywords that you think might not perform well. I always start off on manual bidding and then I move on to automate a bidding. Once we've been seeing conversions come through, that is my advice, that is what I would do. See I start off with manual and we can move on later to that and continue to show this. We don't need to do this right now. I'm going to show you oh, but I would like to actually touch on agitation. So Google automatically choose, optimize, prefer best forming ads. So let's say what we are going to be doing is creating three different ads for this client. And so what we're going to say is that Google will show and prefer the best-performing ad based on their algorithm, based on what they see, so that you get more conversions out of your money. And that's basically it. But if you want to test certain ads against each other, then you're going to click this. But for now, I'm just sticking with this. And I recommend that you do that to add extensions and going to come to in a bit. So I'm going to round out this section of this class that's for setting up the account and that's for general settings. Now we're gonna move on to setting up the ad groups and the keywords. 4. Adgroups & Keywords: So once you're in here, then when you've selected your campaign settings, then you're gonna go to set up ad groups. And so obviously we're in the general dentistry campaign. So I like to keep things very, very simple. And I'll tell you why. Simplicity always, always pays better. If you complicate this too much with these keywords, you, and especially for a niche like dentistry, then you'll end up spending so much more money trying to be as targeted as possible. But you will actually not get the results you need going. This strategy in this way, especially for this industry. I won't say that works for every industry, but for this industry in particular and industry similar to it. Like like other medical fields, maybe electricians, plumbing services, I would say keep this broke this, keep this, keep this broad. But also we're going to work out a way to refine our keyword strategies. So within the ad groups, you put in your keywords. And so what I'm going to do for these, for this campaign is have to out-groups. So I'm gonna do a general dentistry. Ad group and default bid is just something that they set automatically. So let's assume that bid CBC in Cardiff is going to be our B around two pounds. So I'm gonna put two pounds. It's already put in this URL from the website. And you can do this and clipped get keywords. And it's going to noise if normally it gives you suggestions here of different keywords I was going to show you, but I was going to use it. I've got quick few keywords that I've put in here that we can target. And so what I'm gonna do is create two different ad groups for this. So here I one and I go to. So what I'm gonna do is select the second ad group plus geo. This is how I normally go about doing a dentist clients. So within general dentistry, you have to think about, okay, what are people gonna search and people who need dentist near them? They're going to just type in dentist or dentist near mean. Right? And so what I'd like to do is keep things but separate from the generic general dentistry terms compared to the the terms for a specific location on top of the general dentistry term. So what I'm gonna do is we're gonna do broad match modified keywords, which basically means it's a broad match keyword. So it will, it will take whatever you put in and will allow a large, broad range of search terms to be linked to that keyword and show up in the search results for ads. But with modified broad match allows us to flag certain words as mandatory for targeting. So the word dentist has to be, or something very closely relevant to dentist has to be within that search term. So that's what modify broad match does. And I recommend that modify broad match is the strategy that you go with. So what I'm gonna do is put in a dentist first and then dentist. And then notice how I'm doing a plus sign for every every word dentist near me. So we're gonna pick up any systems that have dentist something in it. And then we're going to have such terms which dentist near me in it. And then Google will pick up such terms that have words in between, on the sides and on the before, after. And that doesn't really matter. Google will pick it up and show ads to that person, whatever they're searching for. So I like to keep generic terms like this in there and keep a few keywords within, within that AD group for just general dentistry like this. So dentistry, MY dentist and then you could do more like dental clinic for dental practice, things like that. So you can do that if you want to. Keep this short. So keep the number of keywords limited so that you can just put more money into certain keywords knowing that the correct sessions are going to come up. And then in the second ad group, what we've done is gentle dentistry plus NGO. So Geo means the location which retargeting. So I'm part two again. And what for this is you're going to use whatever location that your client is a anno your businesses in. We're gonna put that in. So I'm going to put it in a dentist cutoff. Then dentist. Obviously it's going to be sorry, railroad because that's where the clinic is. And that's kinda how I go. So dentist Cardiff and dentist cathedral wrote. And then you could do also because this the name of this clinic IS cathedral dental clinic. So what I'm actually going to do and I've seen keywords, do welfarists in this industry? Dental, sorry, cathedral dental. And I'll leave it that. So we've included Cardiff, cathedral road, cathedral dental. You could also look at the area, so I believe it's Pont Khanna. Yes. Podcasts. So I'm going to put that in as well. So if anybody is searching for dentists in Montana, this will come up, wasn't. So this is literally at this is a strategy that's McKee was surgery for what I do for targeting keywords is going to be here. We're gonna go into negative keywords later. But this is how I would start. This is how I'll do it for dentists in particular. And trust me, I've tried lots of different varieties of ways, lots of different things. And this strategy works the best at the cheapest cost per call, cheapest cost per lead form. So, yeah, that's my experience and results don't lie. So here we go. I'm going to save and continue. And we're going to go on to creating the ads. 5. Creating Search Text Ads: So we're gonna take a look at creating ads. Okay, so obviously we're doing this for general dentistry for now. And so what I actually so when you open up this, it normally will give you a kinda like an automatic add. And what Google, how Google does that is they pull in information from o, the website's gone, the pulling information from this URL. And so obviously this is not good at, at all. So we're gonna change it up. We're going to do our own thing. So what I recommend is, sorry, this is currently messing up. I'm gonna try and reload that. The website. If that doesn't work, then I'm just going to kind of make my own ads in relation to dental and everything just to prove a point and what I can do. But in general, general dentistry covered law things. So what I'm gonna do is kinda do a rough example ad that we could use. A rough example of adequate you can use, I think these pages and loading right now. It's crummy website. That's okay. So what we're gonna do is we keep the final neural, obviously the same way, sorry for the noise in the background. But what people really like about dentists is some high converting ads that I've used before use this term family dentist. And even though that might seem like family dentist provides a feeling of it's safe, it's secure and friendly. So family haven't family then decides the headline one would be really helpful for that. Then what we do is put in the name of cathedral dental because obviously having that name is going to help them because because when people see the ad, they instantly know that it's on cathedral wrote because people know it's cathedral. So having that in the headline is really helpful. And then obviously because they do private stuff as well, an NHS in the UK would be free up to 18 and all that stuff. But what I'm going to put in for the headline three is something like, let's think, affordable and high-quality. I'm gonna see if the Carter's yes, fine for some 30 or 30. So obviously, as you can see in these ads and these heterogeneous 30 characters that you can use. So you're going to be limited by that. So you have to keep testing things. You might have something you want to say and you're going to need it so it out. So affordable, high-quality care. So when I add, this is what it looks like. There's a headline three, but this doesn't always show. Sometimes it might access headline May 3 not always show. That's because different phones, different things, desktops is not going to show. So we're gonna move on to the path. And what I'd like to do for the path is the path URL is basically it doesn't change the link, it doesn't change anything. It's just a display. So. For path one, path one, and path two, I'd like to kind of keep it as a call to action, a CTA. This means that when people see the ad, they're gonna see, okay, I can, this is the action I need to do to get in contact with them. So let's say this client wants people to submit a lead form instead of coal labor fairly forms for whatever reason, then you can do book now, Book and then add the path to do now. So now that looks like this cathedral Rodin, the book now. So that gives already when someone sees that ad they seeing as an incentive to, to book now, to get in touch, then we've got description. So I'm just gonna clear these fanout. So they suck anyway. So we found that this cathedral dental clinic affordable, high-quality care. But now then discretion one, you want to bring in as much information as possible for, for this client and for what you need to do. So let's say this client is offering same-day appointments. That's obviously a good selling point compared to other other dental connects. We're going to talk about their expertise. We're gonna say, we're gonna say within these descriptions how they can get in touch, whether it's called Becoming line, whatever it is, and just state any other services in which we can put in the description. So I'm gonna do a very basic, simple way of how you can use, use the descriptions, script description line one, and discussion on line two to him to pack in as much information as possible. So let's go ahead and do that. I'm just gonna quickly write something out. So discussion one says same-day appointments, expert dental care, 20-plus years experience, book online or call. Now, obviously you're going have to fact check everything. Make sure that, you know, 20 plus years as a correct on the website. Make sure they do have same-day appointments, but that's generally what is the second for the standard Linux. And I'm gonna do disruption line two. So then I'm kind of putting in here a bit more of the services. So visit for checkups, emergencies, orthodontics implants, you can add in whatever else you could talk about cosmetic dentistry, could talk about prosthodontics, whatever that is. And even go ahead. So that's one ad. And bear in mind, we're creating one AD within this general dentistry ad group. And then, so it's only going into that one aggregate from now. And then you can create the same idea. But I'm going to show you a quick way to do that. So we want at least two or three ads per ad group. And that's what I always recommend because then you can get to see which ad is performing well and which one is which one Google is preferring to show. So I'm gonna go ahead and click Done and create next. So I'm gonna skip this bit for you and I'm just gonna create a bunch of ads and go ahead. Okay, so I created an ad here to ads. And basically what I did is kept pretty much the same descriptions. Because I think headlines a MOOC, eye-catching anyway. So people are gonna read the headlines more than they're going to read the description. But still disciplines are important. So we're gonna do, is I'm going to load these two ads. So here I have already gone through that one. And here I said dentists cathedral wrote, so it's got a dentist in, it's got the keyword within the headline is always important. Key tip, and then the name of the place, the area. And so that's also very important, easy payment plans available. That's probably going to be a very good selling point for this tent authentic because if they have easy payment plans may be 0% interest finance and all that stuff, then that's going to help people remove the pain point of going with them and going through with the dental services. And then trusted local family dentist, creating that family-friendly field and all that. And then instead of book, book now I put call today just to test the different call to action. And then that's it. So what I'm gonna do is keep the same ads for this adequate, because that doesn't really matter. It's just adding different keywords. You can change it if you want, but I recommend you just keep the same. That doesn't really matter. So I'm gonna click cancel here. And these are the two adds. I just want to quickly mention responsive search ads. So Google are pushing for responses such as to be done in the thing they think that that's the best way forward. They will push, push, push on you. Of an honesty like I've seen it work and I've also seen it completely flop. So if you wanna go ahead and Schreier sponsor search ad, you can go ahead and basically create a bunch different headlines and of silicon and give you some suggestions. And you do a bunch of different descriptions. But the thing is, using AI is using artificial intelligence to decide what's the best. Headline, put, no less stuff. So it can take a long time for Google to process information, especially on a small budget like 1000 pounds a month. So I recommend staying away from responses such as for this type of client. But if you've got bigger budgets and you're able to spend more, enabled to test more and the ads then do that, try response such that because you could get a very low cost per conversion, there is literally I've seen both extremes. Very good cost per conversion and a very high cost per conversion using responsive search ads. So that's my opinion. A lot of people probably defaulted me, but that's kind of what I think. And you can do your own research on this and seeing what's the best way to set them up and everything. So that's all for the ads I'm going to have to do is I'm gonna show you belong and all that. But I'm gonna go through, and anyway, going to get into the campaigns levels. Google is changing the way they view. You can view information. So this is obviously what we've set up. And so I don't like using this view. So if you want to switch it, then please go to switch View and then you'll be able to see everything you need and awesome. So this is kind of the dashboard type of deal. We've only got one campaign here, so all your campaigns will show up here. Enable them pause, you can switch that. You can change and filter things and all that stuff. So for now, I'm just gonna quickly go to the campaign level. Campaigns. So you can see here we go campaigns, which is search, general dentistry. We're going to go. And so we're gonna go ahead and click into this campaign and then it'll take you to the aggregate level. So as you may have noticed, we only put ads into the general dentistry. So I'm going to quickly copy and paste them into this this ad group. So I'm gonna go into general dentistry, go to the Add section and click, make sure ads is selected. And then so we've got these two ads currently running and open them up. Copy. And then the ad groups will be here so quickly jump in there. And then you can paste or what I do Command Z or Control V if you're on Windows, and then make sure things tick, done and paste. So now the ads from general dentistry will be in the other ad group as well. General dentistry GO awesome. So now we've got ads in both ad groups. As you can see the same ads. And I'll see if you want to change it up, please do go ahead. And you don't need to do the same every time, but that's it for general dentistry. So when you want it, so when you wanna go back to all campaigns, quickly appear, then you get a better overview of everything. That's it for ads. I'm going to move on to the next section now. See you there. 6. Ad Extensions: I'm going to go through with you ad extensions. So obviously we've set up one campaign now and we've got the ads in each ad group, and we've got keywords for each ad group here. So you can see all that. That's cool. But what I really want to put, what I quickly want to do is show you ads and extensions. So right now we have absolutely no extensions here. I'm going to change the view. Like I said, I don't like this new yet someone leave. I don't like this new summary view thing. I always get a table. Awesome. Just as you do not have any extension yet, we don't have any sanctions. So what we're gonna do. So there's probably three main types of ad extensions that we need to look at. The cover. And the three are cyclic extension, cola extension and probably call exemption. Those are the main things. Oh, and also location extension is probably gonna be important if you can link it to your clients Google business center. Awesome, so awesome. So when you want to create, Okay, so when you want to create an extension, you just click this plus button here. When you within extensions, click here. And so what we're going to probably do first is I think the most important thing is call extension. So the coal extension. This is varies where you want to add it to depending on if you've got different phone numbers, different different services, different phone numbers for different services. But in general, probably the same phone number will do. So. I'm gonna click account. So then basically this ad extension will be added, sorry, this ad extension for the calls will be added to every single ad in every, every every campaign because it's at the account level unless you specifically say, I'm put in another call Extension, another at Accenture for calls in the campaign or adequate level. But I'm just gonna stick it accounts for now. I hope that makes sense. If not, I can talk about it a bit more down below. So choose the country which are in the United Kingdom, and then we're going to find the phone number. So I'm gonna quickly get up number, it's 0 to nine to 038671 can enter that in. For some reason, this website really messing up. I should refer them to my friends as a web developer. Okay, cool. So polar coordinates turned on, make sure it says that and this is fine. User account settings hole from ads also save. So now we've got a cool extensions. So add will always show, on, which I quickly show you. Add will always show like that. This is how ADH is currently looking like with the headlines, descriptions, and the coal extension. Awesome. So we got close quotes, engine run setup. Now we're going to look at site link sanctions to go hear site links. Again, do it to account. And so you can do different things for these site links. I'm gonna make it very simple. And I'm not going to probably just because this website is, I wish I chosen from up to now, but I'm way too deep into this course. So I'm just gonna do different, different site links for different pages of the website. So normally people will put site links for different services. So you could, if let's say you wanted to do one for cosmetic dentistry, then you can do toss. Metic dentistry. The talk about the cosmetic dentistry. We improve your smile. Again, touch or something like that. It doesn't really matter about description line tool. I feel I've just put in the, so obviously you're going to need to find the correct URL. Obviously, this is not working, but this is partly what it would look like if you were to do it for cosmetic dentistry, it would look like something cosmetic. Then obviously you have no idea if that's the actual URL that's working, but that's kind of what it would be like. I hope that makes sense. That you put it in the URL for those different services, and you just continue to do that for 234 cyclic extensions depending on what you want. I recommend, oh, it's awesome. It's opened up here. So I'm going to quickly change that for the sake of this course or something. So we got cosmetics sorted, sorted out. So whenever someone clicks on this link, it will drive them to this thing because if it's specifically looking for cosmetic dentistry, they should land on this. They should land on this, right? Awesome. So then I'm gonna go ahead and create more cyclic sanctions. And other one that I always do is about this, which I link to the about us page here. Probably should load, maybe it won't, but you get the jest. I'm just gonna put in random URLs for this. So about this. So we got About Us and then I'm gonna do another site link. Orthodontics. What can we say about orthodontics? I'm just going to quickly check what they say. Movable braces, fixed. So constitution today and then I'm going to show up in that this URL day as well. And a URL and that's how it is looking so far called magnetic story about this orthodontics. Then maybe we can do one more. Oh, dental implants. Actually, you know, we could do testimonials. So I'm gonna do I'm gonna get up like different reviews, different testimonies of what their patients have said, that would be a good idea. So testimonials for our patients, I'm saying who read out testimonials done. So we've got four right now. Site links, you can create more, you can add them to campaign level, level, all of that. I'm going to keep it at count. So this will be applied to any other campaigns that I make. And I'm gonna save it. So now I'll add, if you saw was looking a lot more full quantities. So I'll add is looking a lot more full. And the more take us the right way, the more the the more prominent yet add, the more likely it's going to be clicked, the higher the click-through rate, the lower your cost. You know, you're going to see better performing ads when you utilize at extension. So I highly recommend do that. And so the next only one more thing I'm going to show you, because location can be kind of tricky. I'm not going to be able to because I don't have access to this client. Well, this Dental isn't even my client. Dentist don't have access to the business account right now. This is called our exemptions. So call-outs basically I'm going to keep it at campaign level for now. But call-outs, I'm dangerous, put in different, different maybe Citizens, little bits of information that you can add in about your, about your client or about your business. So I'm just going to write and I'm going to go and use these as examples of what I think could work. So basically with coal out, you put it in information that might not be in your description. And you put it in within 25 characters. So it's meant to be very short, is meant to be very like kind of abrupt bits of information. So you can do like five-star reviews. You can do of C 0% financing, options, things like that. That's how I would add it in. And you can put in quite a few. I hope that makes sense. So it's going to it's going to be extra information that you put in at the bottom of your ad. And it should show on pretty much every ad that you put out. You can put in more things like if there's more information about certain services that they do. Like let's say that they've implant, they put, placed in full thousand implants signal but 4 thousand plus implants place. I hope that makes sense. That kind of idea is just giving that extra information that you don't really want to put in, in your description or your headline, but it'll be the extra there. So that's kinda how I is. So now you've got a full rounded out ad and that's how I'd say it's pretty complete. So I'm gonna click Save, and we're good to go on that front. So that's all for ads and ad extensions. And we're gonna move on to the next section. 7. Setting Up Columns: Okay guys, so quickly in this section of the course, I want to take you through how to view your columns. Columns are important because you need to be able to see your data. So I'm just gonna quickly go into that. So basically once you can do, you can sorta your columns are campaign level, ad groups adds an extensions. I'm keyword level. So I'm going to just do it from campaigns, but it pretty much applies to every single level that you look at. So I'm gonna go to columns, modify columns. And so these are the river only got a few pre-selected. So I just want to quickly show you something here. So we've already got clicks and impressions. That's how I kind of go through it. So I keep clicks, impressions, CTR, CPC, and cost, that's important. So we need to keep these already in check and already there. There's nothing else within performance section that I want to add, so I'm gonna keep that. And then conversions are obviously important. We don't have any conversions, were not able to see any of the data right now. So you go ahead and you take versions, cost per conversion and conversion rate. So now I can see the conversion volume. What is the cost per conversion and what's the conversion rate compared to how many clicks we haven't everything like that. So that's good for dental clinic. But if you're tracking revenue, if you're tracking a conversion value, then you want to click vision value and you're gonna wanna do conviction value over costs, which is robots. So that's kinda how it goes. That's how I would do it. But that's all I need for conversions right now. Nothing here for now. You can have a look at these and just check and see what you want to do. But I kind of keep it out. We then here you can look at your attributes, target robots, EPA, It depends on your bidding strategy and all that stuff. I'm going to leave all of these competitive metrics is important. You can see your search impression share is the number impressions you received on Google Search size divided by the number of impressions you are eligible to receive. So if you want to see your search impression share, you can just see it from within your columns, but you can also see it with an auction insights and all of that stuff. I am going to keep that untapped right now. If you want to track the phone calls, that's probably a good idea. I'm going to keep that tick for myself. And message details, no. And that'll be it. I don't want any of this stuff. So I'm gonna save that. What you can do is save it, save the column sets. I'm gonna save it as Ben and even apply. And then that's going to be here. So whenever you want to, quickly, if it reset so you create a new account or whatever, you've got a new client, you can discreetly make it and then keep it every time you want to have the same setup. But everybody has their own way. So find the, find the columns in which you want to, you want to consistently see. And then you can do that in each level. In keyword specifically, do this thing where you see under me, just check where this yeah, under attributes. You can see the estimated FirstPage bit, the estimate at top of the page bid and the ask estimated first position bid. And that's quite a good to see because it'll come up here. Your estimate bid whether it's one to two hundred fifty, three, seventy six. And then you'll be able to set the max CPC so that you make sure that you at least above FirstPage bed. But ideally you want to hit these two top of the page bid and SUMIFS patient position. But I hope that makes sense and I'll see you in the next. 8. Conversion Tracking: I should probably explain conversion tracking and all of that. So we've obviously set them up in our columns. We need to be able to track conversions. This is a must. You must be able to track conversions because if you don't, you'll be optimizing blind. You might be turning off keywords. You might be adjusting the campaigns when he shouldn't be. They might be performing well and you don't know it. You need to track the leads, you need to track the purchases, whatever the conversion is that you need to track, you need to be able to track conversions. Firstly, we need to go to Tools and settings, measurement and conversions. Another way you can do this quick tip is on a keyboard hit GET, and then you can type in anything you want. And we will take it as I always do GET and cons versions. And then over here, that's just a quick way to get around. Okay, awesome. So it's telling you you need to basically run ads around conversions. So when you click plus conversion, you're going to take you to these different types provisions you can track. So first thing I'm gonna take you to phone calls. So you have to track calls from your call extension, which is on the ads. So if this is very easy, you just click on phone calls and then call some ads using coal extensions or colonnettes. So click that, continue. Luckily, we're gonna call that calls from ads. Don't use conversion action count every because we want to see so-called length. This is like the minimum length of colonies. The last to count as conversion I like to give is as low as possible. Because if you're driving a call for the website from your ads or your website. In general, you need to track even when the call is not being picked up because you technically brought back client, you're a lead and they didn't pick up. So I always keep at 0 to be honest. So keep it as 0. Click-through conversion window. You can give it 30 days. I always put a 60 so we can track things longer and see things longer through the window. And yes, including versions, definitely. Last click is fine creating continuum. So that's for setting up your course, adds conversion action. Next to create another one go here. This is to track actions on your website. So this is probably the most important thing for this client. Especially we want to be able to track when someone submits a lead form on the website? I didn't even know if they have Oh, they do. So they have a lead form on the website, so that's good. The thing is for this, it's going to require a bit of coding. And so if you don't know how to do that, you just need to send the code to the client and they can set it up with the developer, have sorted out their website, or they can do it themselves. If you know way of coding that you can often do it for them. But basically, I'm going to keep the settings the same way. I just want to quickly show you creating continue. And so that gives you three options. Installed the tag itself, email the tag, or use Google Tag Manager. I might go into this, into another video, another course, potentially. So either you need to email the tag to your web master, so it's going to and send it to an email address of your choice. Or you can install Tag itself is gonna give you instructions. You need to add the global site tagged every single page on the website. And then if you're attracting a click, like let's say you need a track when someone click send or you need to check a page load, maybe it's a thank you page. After someone submits a lifeform, then you can put that on the head between the head tags of the page on your thank you. Thank you. Lead form. So that's what I'd suggest. By the way, sorry for any background noise right now, it's devoutly in India. I can't get away from it, but I really want to do this course, so bear with me. I'm, I apologize. So go ahead and you can do that yourself if you want to. There's lots of information online and how to do it. I'm not gonna go into in this, in this course because I'm not an expert on this, on coding and all that stuff, but I normally get the clients or the developer to do it. That's just a much easier process. So now once you've got all these, you've got any conversion actions. You need to set up lead forms calls from ads. You also need to be able to set up calls from website which is the same cause to a number of phenomena website that's going to be the same type of thing as what I just showed you on the website source. So go ahead and do that, work with the client to do that. If it's your own business, get a developer to do it. It's very easy. It's just not my forte and I don't want to teach something that I am not an expert in. So go ahead and do that. Another way that you can track conversion actions is to create the, create the ads within Google Analytics as a Google Analytics goal. And then you can import it into Google annex here. So you obviously need to link your analytics. You can do that in, you can do that in linked accounts under setup and link your Google Analytics if you have it. And that's pretty easy to set up. And then you can import the Analytics goals into here. So that's just a quick tip. If that's going to be easier for you to do this, but you go ahead and do that, and I'll see you in the next class. 9. Creating A Call Only Campaign: Also, I just want to quickly show you something. I just set up a cole Only Campaign, which basically means that you create ads that look like this. So it has, it has the coal number, the number, phone number for the clinic, very much more prominent, which drives people to coal rather than go to the website. This gets you way more leads. It gets a cheaper cost per conversion in general, some kinda quickly show you how to create that. I'm gonna do it again. Actually reported it, but it kinda messed up the audio. So what do you do is you click new campaign. You go through the whole step. So I'm just going to rush through this. But when you get here, so you do need search, then you need to do phone calls. Okay, so last time we did websites, web site visits, but now we're gonna do phone calls so you can set up that UK entering the phone number for users CO2 nine to 038. I'm sorry, I'm really bad at remembering phone numbers to 67 months. I didn't remember my mom's. Go ahead, continue. And then you want to call it whatever you wanna call it cold, lonely. And I'm gonna do this just for general for now. And it's basically the same settings completely as what we did for the previous one. But instead, when you go through here, you can set up the same key. Which structure? If you wanna do geo, you wanna do general terms. Go ahead and do that. So let's just say dentist and V rushing this bit. But I just want to show you this ad style. So you put in the phone number here of season, maybe they're put in your URL in case they had to head to the website from his ad. And then go ahead and create headlines. Here, putting the business name that's important, which comes up here. So if I did that, it would show well, that's telling ha cathedral dental. So that would be a way to show the business name in that you can put, in, putting your best effort of a headline in 12, punchy, maybe a call to action, all that stuff. And then I wanted to do same thing. Okay. So I'm going to cancel out that now. And I'm just gonna go quickly and show you the giraffe for me, but that's fine. So that's what it's gonna look like. It's going to be exactly the same. And then if you IL-10 let you create one ad group when you set it up Ercolani campaign. But that's fine. So go to TA, go to ad groups and you can just duplicate it. So copy, paste, click Done, and then paste, and then it should duplicate that for you. So you can then edit that ad group and change the keywords that you want to target and everything, and then make sure that you do the same. You can, you can put more negative keywords in, you can do all that. And it's pretty much the same. It's just the ad is different and you will get better quality conversions and leads to that. Awesome. Let's go on to the next section. 10. General Optimizations: Okay, awesome. So you know how to set up a campaign. You know the kind of structure that I use, which is actually very simple way to do it, but often brings the best results rather than adding thousands of keywords into several campaigns. But you're probably wondering now, okay, so how do I optimize this? How do I, once we've started running and it's been going for a few days a week, whatever. How do I see best results? And that's kinda what I want to cover right now. The problem is that I can't go into a client account obviously and show you results because that's obviously confidential. I have NDAs sand with these clients. So that's a big shame. So I'm going to try and explain this on camera like this so that you might be able to get a better idea. So I've got a client account currently opening for me. And this client gets on average a as if for every single month from Google ads alone. And so I've got this open so that I can see exactly. And remember the kind of optimizations that I do for the slant on David, the day-to-day basis. And so I'm gonna go through a few things in which you need to check that you need to keep on top of. So firstly is keywords. Now, within the keywords is where you're going to see what spending money, what spending budget and seen results, and what spending budget and not seeing results. And basically it's up to you to decide based on that client or your businesses goals and KPIs, key performance indicators. What's too expensive for a click and what's too expensive for lead? And there's gonna be certain keywords which are going to be eating up your budget that you're gonna need to pause. There's NBA keywords that are doing, okay. But maybe they could do better. And you need to maybe change the keyword, keyword match tape. Maybe you need to change something. Maybe you need to bring it into its own AD group or its own campaign. It depends on what you need to do. So keywords are important. You need to make sure that you're looking at the keyword level. The thing is when I've set up this as a manual CPC, you're going to need to optimize your beds. So you need to make sure that your estimated first position bed and your estimated Top of the position bid is correct. So you don't want to be, your Eden, want your ads to be shown below FirstPage fed because then it will never be shown, you'll never get leads. So you're gonna wanna make sure that your top of the page, now you don't need to go for first position did that's quite an aggressive bid strategy and it's normally quite expensive, but people tend to actually not always click on the first position result, but they actually go to the second or third. More often than not, I know ideal. So going for top of the position will get you into maybe slot or position two or three of the Google search results. So I recommend that you just go for that. So check within your columns, you can add in, estimate at top of the page bed and check that your keyword bids are in line and above the top of the page bid, if they're not, then increase it and get it to a few cents, a few pennies above it. And then you'll be good to go if you're already further ahead and Yvonne, automated bid strategy, obviously then you're not going to be able to change your keyword bids, and Google will decide that for you. But you're going to want to make sure that you're checking that Google's not blowing up on sitting keywords, that maybe you're not getting results. Maybe the CPC is way too high and you need to pause it. And it's not getting conversions, is not getting calls, it's not getting a book on lines. You don't know. So go ahead and check all your keywords and make sure on a consistent basis that they're running. So you're going to want to check these things in the last seventies, in the last 14 days and the last 30 days. So in that time period, you can see, okay, in overall 30 days, keyword was performing well, but in the last 14 days it's not been feeling well. So maybe you wanted to say, do I continue with this keyword, to continue with this strategy? Or do I want to pause this later, but don't be harsh, don't be like rash with your decisions. Take it as an analytical standpoint of okay, this is taking too much money right now in the past 30 days, it's not delivered results, it's spent so-and-so amount of dollars or pounds. And I need to change this. I need a pause this, and then that's completely up to you. Then make sure you check your ads. So if you'd been setting up two to three ads per ad group, then you know that there's going to be at a point better than the other ones. So if there's ads that might have a really high cost per conversion or they're not delivering results at all. But this spending money, you can go ahead and pause them and then create new versions of the better performing add. So duplicate the good performing ad and then edit it and change it. And just a test to see what happens. Maybe that one will get better results than the original that was performing well in the first place. So that's what I recommend. That's where I recommend that everybody does, is continually test text ads and hardcopy, changing the headlines, shaking, changing the descriptions, just see what works and other important metric that you need to cover. And neither check 20 keywords. Aggregate level, campaign level is your CTR. Cto means click-through rate. So you're gonna wanna make sure that the click-through rate is high. If it's too low, then you're probably not got a very good quality score. Maybe Google doesn't prefer showing your ad, so you wanna make sure that your CTR is good. It might indicate if you have a low CTR that you have a bad ad, or maybe your keywords are not relevant enough to your AD. So just go ahead and check that your CTR is good. And, and to be honest, CTR changes, the average CTR changes per industry per niche. So it's hard to save from my standpoint. Okay, this is a good CTR to get, but I reckon above seven or 8%, especially within the dental industry, is a very good CTR. But even if it is, if I have three or 4%, that's still pretty good. It just depends on the location, it depends on the industry, depends on everything. So yeah, just get that CT as high as possible and maybe follow Google recommendations if they mentioned something about improving CTO by doing this and this and this, just check what Google saying. But on that though with these Google recommendations, they're going to push their agenda a lot. So because obviously you're pouring money into this, your client is pouring money into this. So Google wants to make the most money out of this. I recommend that you check what they're saying and what they're suggesting. Because I've applied recommendations that Google recommend and it just really flops. It really doesn't do well. So that's up to you. You need to decide if you're gonna go with that or not. Sometimes the recommendations are decent and they highlight something that you might personally misses. So have a look. If you think that it's going to work after watching my video and hearing this. If you think that's a good strategy that will recommending then go for it. But they'll always push for automated British strategies. They won't, they won't think that manual is a good thing. But I beg to differ. I think that's I think Manual is the way to go for the beginning. 11. Advanced Optimizations: Okay, and now getting into the nitty-gritty details that will separate this course probably from a beginner's guide to something that's actually more important, I think. So this is going to have its own section. This is on bid adjustments. Now, bid adjustments are really key within Google ads and not many people take advantage of that adjustments. And that's why I want to cover it today. So the first thing I'm going to cover is bid adjustments in audiences. Now within audiences, you can actually go ahead and go to Tools and then go to audience manager. And within Audience manager, you will see audience insights. And if you've already been running ads for some time, Google would have gained data from the people that had been going to your website. And they would have put them into different audiences as to their interests, their behaviors, and what these, what these users do. So this is such a good insight into seeing the type of audiences that are coming into your website that what kind of groups and interests these people have. Because then you can apply these audiences from audience insights into your campaigns. And then you can go ahead and start making bid adjustments on the ones that you see that I get a conversions and performing well. For example, if you're an e-commerce industry and you're running ads, such, such campaigns for a shoe product. There's a big audience within Google, which is called shoppers. And so you can import shoppers audience into your campaigns. And by the way, this is about observing. It's not about targeting. If you bring these audiences in, it'll give you options you want to, do you want to observe or do you want to target? And actually always choose observation. In the majority, in the most part choose observation. And then you'll be able to observe, okay, with the traffic that I'm getting, people who are in this audience are performing this, this well. So shoppers often perform really well in my campaigns that I set up for these clients because people are used to online shopping, so they're more likely to buy something online than someone who isn't used to online shopping. It's an even said a bit adjustment to increase the D 40%. And then your bid will be higher for that particular person because that person is of higher value and is more likely to convert. So you want to spend more money on the people that are gonna convert rather than more money on the people that are not going to convert. So that's kind of the idea behind audience bid adjustments. Cme goes as if you find an audience that is going badly or whatever, you can exclude that audience, or you can make a negative debt adjustment so that you spend less money on a, on a bid, on that particular audience because you see that it's not converting into spending money. That's completely up to you. Other things that you can set bit adjustments to is demographics. So within demographics, you can, you can do age ranges. So the age ranges are 18 to 2424 to 5425 to 3435 to 4445 to 54, and then it goes up to 65 plus, i believe so. And Google is not so good at knowing people's ages compared to Facebook advertising. So. If you think it's as accurate is not. There is a another section which is unknown, which is that she said, We don't know what this person's ages. Mapping. You've had some range of things, but anyway, it's worth once you've got traffic and once you've got mentioned being running campaigns for awhile, you'll be able to see an overview of what, what age ranges people are clicking on your ads and converting. And then you'd be able to make bid adjustments on the campaign level of what age range is performing well. So if you see that 2025 to 34 age range is doing really well. It's converting well, and it's got a low cost per conversion. You can increase the bid adjustments so that you show adds to more of that age range. And you're more likely to get high position on the search results, which overall increases your conversion rate and increases your conversion volume. Same goes if you wanna do gender as well. So you can obviously see male and female. If you see that males performing really well, then you can increase the bid adjustment. If you see females are not performing well and decrease it. Same goes for that. But gender, I kind of leave I leave the alone, normally embed adjustments just because you don't know, it's normally 50-50 anyway, but it depends on the product. Normally, it depends on the service as well. Mail's gonna go fertile, females gonna go for it. So it's completely up to you and you can choose if your, if your target audience is only male, then exclude females as well. That's perfectly fine. You can also do this for household income. Same goes top 10%, top 25%, top 50%, so on, so forth. So if you've got a higher ticket product, something that's more expensive or more expensive service, then top 10% income is probably where you want to make a bid adjustment and then lower EBIT adjustments for Top 50%, for example. That's it for demographics. And then we've got, you can make bid adjustments on locations. So this is really important and I've seen incredible results for this in locations and location bid adjustments. So if you're, for example, targeting a city, save London, then you can make a big adjustment on sip and post codes or certain regions in which are performing really well in London. So if you see that may fare, for example, you're getting a lot of traffic and a lot of conversions specifically from that region, that, that area in London. Then you can target that and make it a bit adjustment that make a higher bid adjustment on that area. And you will see your conversion rate increase, your cost per conversion decrease and conversion volume increase. And one more thing you can do is set up it adjustments for ad schedule. So if you see a certain time a day is performing particularly well, then you can do a bit adjustment on that time and date. But I wouldn't recommend doing a whole bid adjustment on a sit and hold day because that doesn't really make sense in the grand scheme of things. It's would be that maybe you see that there's a particular surge and results on Friday evenings because everyone is at home, for example. So you can make a big adjustment on Friday at seven till 09:00 PM, for example. So that's how I would do add schedule bid adjustments. So but I would say that you review a long period of time before you make that adjustment. You don't want to really mess up that result in that sense. You want to make sure that you've got enough data to make that decision. So that's it for bid adjustments, I really recommend that you implement these people don't really talk about this. People think that it's kind of redundant, but it's not. I've seen incredible results in doing these bit adjustments and negative adjustments as well. So make sure you do it once you've got the data and be able to analyze that, that makes you just have a better insight into who's your target audience and who's not attire audience as well. So onto the next section. 12. Extra Tips: So other extra things that you might want to try out when you're optimizing is if you're seeing that, for example, that a particular ad group is doing really well. But you've got a few ad groups within the campaign. You're gonna wanna bring that AD group into its own campaign. So you kind of do risk the results. In this case. If you're really worried about results and you can't afford to see a drop for maybe a week or two, then I would recommend that you find another way to do this or you don't do it at all. But I've seen that when you bring it out and you pause that I grew up in and create your own campaign of the outgrew. It kind of can mess up results and you don't necessarily see the same results in it's own campaign as you did in that first campaign. But this, this opportunity can work well if you need to push more budget to that ad group. Because you can only set budgets at campaign level and not at a level unlike Facebook ads. So I would recommend that you bring that out or if you have the option because other groups aren't performing in that campaign, you pause the underperforming ad groups and keep that agro burning, and then you increase the budget for that campaign specifically. So then you don't need to pause and stop anything from working. It just continues running. And then you can set up those at groups in other campaigns, in a new campaign or whatever. So that's kinda how I would go about that. Like I said, this might work and it might not. It's completely it's completely up to you to test. I would see, I've seen very good results in this because you're able to scale better. The times I've seen it completely flop. So with these things, with pausing campaigns, pausing ad groups that are performing, and then bringing it into its own one. You can kinda mess up the algorithm. Google doesn't like it some time, so it's about being cautious about it, making the right decision. But ultimately we've gotta take risks sometimes to see better results. And if you don't see the results, then just pause that new campaign and carry on in the old one. And just hope that the results pick up from where they were. 13. Conclusion: So I hope you've learned something in this course and maybe just that extra information that you didn't know before. Or maybe you're a complete beginner and that was all new to you. I'm hope you enjoyed this course. I'm going to be posting a lot more different classes and on skill share specifically so that I can teach more things in depth because this is just kind of an overview course. But I wanna make sure that I'm covering a lot of different subjects and maybe not all of them will come into this course. So, yeah, please follow me on skill share so that you can get notified if there's any more passes out. I'm gonna go into more detail on audience optimizations, on to bid adjustments. But also the nitty-gritty stuff of keyword structures and everything like that. So, yeah, please follow me and we'll see you very soon. Thanks for joining this course by.