How To Use PAID ADS For Business (Beginner to Advanced) | Scott D Clary | Skillshare

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How To Use PAID ADS For Business (Beginner to Advanced)

teacher avatar Scott D Clary, Teaching sales, marketing & startups

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

4 Lessons (42m)
    • 1. Introduction

      2:07
    • 2. Facebook Ads Campaigns

      17:27
    • 3. Google Ads Campaigns

      9:52
    • 4. Banner Ads

      12:12
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About This Class

Requirements

  • Desire to use Paid Ads to promote your business

Description

  • Effective Paid Marketing & Ads to get you more traffic, followers, likes, shares, sales and conversions so you can grow your business.

It's much easier to target your ideal customers with digital advertising than it used to be. Digital advertising can be more targeted, more relevant and more helpful in ways it wasn't before.

In this course, you'll learn about paid ads, what they’re good for and what they’re not good for. You’ll learn about different paid ads platforms. How to set up ads on Google, Facebook and Banner Ads.

You’ll learn how to identify various customer segments you want to target.

How to set up different types of campaigns, create the copy and creative for the ads and then launch effective ad campaigns that are laser targeted.

Everything you need to know about paid ads in order to generate leads, drive traffic, and make sales using pay-per-click advertising will be taught in this course.

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WHAT YOU WILL ACCOMPLISH BY THE END OF THE COURSE

I built this course for people like you.

People who are frustrated with their Paid Ads, doing it themselves, and not seeing the results they want.

It's not easy to learn how to use Paid Ads properly.

I've been there myself.

So let me help you get the business results you're looking for.

Paid Ads are a powerful marketing tool to grow your business.

But learning how to use them effectively can be a challenge.

That's why we created this course.

With this course you’ll learn how to craft profitable campaigns, create Ads that people notice, and distribute your message to the right audience with laser-like precision.

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WHO THIS COURSE IS FOR

This course is for anyone who wants to set up Paid Ads for themselves or their clients. This course will teach you what aspects to focus on, how to write great ad copy, and how to optimize Ads for maximum results.

After finishing the course, you'll be able to run highly successful campaigns for yourself, your clients and/or your business.

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HOW THE COURSE IS STRUCTURED

The course first gives you solid Paid marketing / Ads fundamentals. After that, the course walks you through the creation of Ads, and discusses various targeting and budgeting options.

  • Introduction to Paid Ads & Campaign Manager

  • Creating the actual Paid Ad

  • Paid Ad Targeting & Budgets

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CLASS PROJECT

  • Set up a Paid Ad, choose whatever campaign objective suits your desired business objectives.

  • Develop the creative for the account.

  • Target the proper demographics, with various targeting options.

  • Activate the campaign and let it run for 48 hours (it doesn't matter what the budget is).

  • Screenshot the ad, and upload a picture of the ad, along with some information about how the ad performed, so fellow students can learn from you.

Goal: Set up your first ad campaign and execute and share the results. What was your CPC? What was your CPM? What was your ROAS?

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YOUR TEACHER - SCOTT D. CLARY

As a career sales and marketing executive & leader, I've worked with a wide variety of organizations and peers, training thousands of individuals on both the hard and soft skills required to excel in their career.

On a professional level, I've worked within all size companies, and I've sold and marketed (as well as lead teams that have sold and marketed) to some of the most iconic F500 / F100 brands throughout my career.

I'm fortunate to have over 100+ of my thoughts and insights on sales, marketing, technology, business and entrepreneurship published in outlets such as Forbes, Wall Street Journal, Hackernoon, The Startup and others.

I'm the host of the Success Story Podcast (1m+ downloads), author of the ROI Overload Newsletter (with 30k subs and counting), founder of ROI Overload, a Sales & Marketing Community. (250k Followers) Newsletter, Publication & Startup Resource and a career Sales & Marketing exec.

I talk about sales, marketing, growth and startups on Twitter or LinkedIn @scottdclary

Meet Your Teacher

Teacher Profile Image

Scott D Clary

Teaching sales, marketing & startups

Teacher

Long story short, I'm the host of the Success Story Podcast (1m+ downloads), author of the ROI Overload Newsletter (with 30k subs and counting), founder of ROI Overload, a Sales & Marketing Community, Newsletter, Publication & Startup Resource, as well as a career Sales & Marketing exec.

I talk about sales, marketing, growth and startups on Twitter or LinkedIn @scottdclary

 

The Long Version:

As a career sales and marketing executive & leader, I've worked with a wide variety of organizations and peers, training individuals on both the hard and soft skills required to excel in their career.

On a professional level, I've worked within all size companies, and I've sold and marketed (as well as lead teams that have sold and marketed) to some... See full profile

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Transcripts

1. Introduction: Hey there, Scott declared here, welcome to my course on paid advertising. I'm a career long sales and marketing executive. I've sold and marketed some of the most iconic Fortune 500 and Fortune 100 companies. I've grown and scaled sales and marketing teams. I currently hosts the success story podcasts, breakdown the stories, highly successful entrepreneurs and individuals. I also am the founder of ROI overload, a sales and marketing publication. Both myself and my team have trained to thousands of individuals on various sales and marketing tools, technologies, and strategies. Today I am going to be teaching you about paid ad. I'm going to be discussing the concept of paid ads, how you can use it in your business development and growth strategy, as well as various channels that you can launch paid ads on. The course is broken down into three module. In the first module, we're going to be discussing Facebook ads and Facebook ad campaign. In the second module, we are going to be discussing Google ads and Google ad campaigns. And last but certainly not least, we'll be discussing banner ad by the end of this course. You will know how to run these three type of paid ad campaigns and how it will benefit your business. This class is created for marketers or entrepreneurs, people that either want to learn how to do paid ads from scratch or have a basic understanding of paid ads and want to learn how to do it better. Perhaps learn things that will allow them to target better, to optimize, better, to increase their ROAS or return on ad spend. There's no real knowledge or tools required for this course because it is a beginner course into paid ads, I would suggest that you said a paid ad accounts on Facebook, on Google, so that you can test out some of the things you're going to be learning in this course. What you're going to enjoy in this course is that we are teaching you the fundamentals of paid ads, but across various platforms and enough to get you going, enough to test out which platform or best for your business and the project. And my ask of you at the end of this course will be to set up an ad campaign across one of the different mediums that you've learned about today and tested out, launch your first ad campaign. I hope you enjoy the course. Let's jump right into it. 2. Facebook Ads Campaigns: Alright, so when we first create our Facebook ad, we're going to be prompted to choose a marketing objective. Now there's a whole bunch of objectives to choose from here, Facebook has made it really easy based on your campaign goals to pick one. Let's just go through a few of these brand awareness. This is more about getting your image, your identity out there to as many people as possible and making sure that they're aware top of mind, that your brand exists. It's not particularly tangible results driven. It's mostly to ensure that your name, your identity is in the minds of people. Reach, is very impression heavy, okay, it's all about showing the ad visually to as many people as possible. Not necessarily about getting them to go somewhere and take a specific action. Now these certainly have their place. They can be very useful if you're starting a company and you want to increase people's awareness of your brand. Most people are going to be doing Facebook ads in these two areas, though. Now, consideration includes as an umbrella sort of all of these different areas traffic the basic meat and potatoes concept of sending people to a web property, if you will, engagement has to do with getting people to actually like or comment or respond to your ad in some way, shape, or form the actual post itself. App installs a self-explanatory. If you're doing an actual app, you want people to install it. Video views, very self-explanatory here, however, it's important to point out, remember, these are just objectives. You're not necessarily choosing the type of ads. So you can have any of these ads, video ads, okay? But your goal is not necessarily to maximize video views in those. Whereas in this case, by choosing this one, you'd be telling Facebook, That's your goal, is you want to go after his many people viewing your videos as possible, lead generation, building your list, self-explanatory messages, really tapping into Facebooks, Messenger add abilities. Conversions is a very popular one, okay, as you get a little bit more advanced, you're going to be installing a tracking pixels on your web properties and actually optimizing your ads for conversions, specifically people taking the actions that you want them to take. Catalog sales is an interesting one, especially if you're in the e-commerce place, it will automatically show items from your available collection of offerings to your potential customers and then store traffic literally has to do with foot traffic. People actually coming to a physical brick and mortar location. Eventually, eventually, you're most likely going to be focusing on conversions. If you go down the path of Facebook ads. Let's start off since we're just starting from scratch and we want to keep things relatively basic. Let's just go with the meat and potatoes traffic objective. Now the special ad category box that pops up right here, if you're doing anything related to credit, employment, or housing, there's a special factors that need to be taken into consideration there. We're going to say no. In fact, we're going to say that we're doing a diabetes. Related product today, just for the sake of example, we're going to come down here. You can name your campaign, we'll just leave it as traffic. Ab split testing is a very cool, more recent feature back in the day, used to have to run a whole bunch of different ads, ad groups and ad campaigns. And then you would have to do the math yourself, so to speak, comparing and contrasting the results of each of them. And now Facebook has built in AB split testing abilities, which is very cool. And then campaign budget optimization is exactly what it sounds like. It's a little bit more of an advanced feature which we're not going to touch right now. Let's head over to the next page. Now we can name our ad set here. We'll just leave it with the default naming convention here. There's a real science in terms of a naming conventions when you're creating multiple ads are multiple ad sets within a campaign or multiple campaigns. Every company has their own sort of process for naming things so that it becomes more easy to analyze and manage their ads. For now we'll just leave it with the default us 18 plus, which is based on the default demographic, which is the United States at 18. Plus. Dynamic creative as a very cool new concept has to do with actually personalizing ads for people who are seeing them based on who they are. Skipped one here, traffic. We're just going for website traffic. We're not looking to do any of the cooler advanced stuff with WhatsApp Messenger or sending people to a mobile app or something like that. Very cool stuff. We're going to stick with the bare-bones sending traffic to a website for now. Then we've got this one here. Another of the more newer features that Facebook has come out with, where you can actually create an offer that people can save and then get reminded about inside of their Facebook account. Later on, we'll leave that set to off as well. So now we're really getting into the core of the ad. We don't have any existing audiences, so we're going to create our own custom audience from scratch here, location, self-explanatory. You can really get into the weeds and, you know, get all the way down to specific counties in the United States if you wanted to, you could create basically a certain mile radius around a specific pin on the map if you wanted to, if you really knew your audience, that what the demographic that we're going after with diabetes product, however, just to stick with our example, probably applies nationwide. So there's no reason to drill any deeper than that. Let's say that we had a demographic information though about age. Let's say that based on our research, the people most likely to purchase a product in this category, people struggling with weight and diabetes and so on and so forth. Or 30 plus who'd choose the age right here. Genders. If we wanted to focus one campaign on males and one campaign on females because of, let's say, the images that we'll be using in our ads or data that we saw that indicates that women are more likely to purchase this type of product, so on and so forth. All of this kind of depends on doing your audience research, doing your due diligence and all that before you start creating the ad will go ahead and go with women just so we can see what the impact is on audience size. And then we'll move into detailed targeting. Now this has to do with choosing specific interests, behaviors, demographics based on all the data that Facebook has curated on each of its users. It's kinda scary amount of data. Very, very valuable to you as a marketer, you could browse based on broad topics. Running interests and demographics, education levels, data about parents, behaviors, purchasing behaviors, and how much money people make, that kind of stuff. But in our case, let's go straight into looking for people who are interested in diabetes. There's a good chance if they've interacted with this type of content on Facebook before they're going to be very interested in this topic. So let's go ahead and go with this. So it looks like type 2 awareness topic. Alright, now we can see we've narrowed down based on our age or location or gender and that one interest, we've narrowed it down to 5,000,400 thousand potential people who could see our ad in the future. And we could theoretically drill down even further if we wanted to. In this case, let's go ahead and expand the audience. American Diabetes Association, that could add, there's probably some overlap there, so you won't see a big increase. Okay. But I did add a good chunk of people there. And then if you wanted to beyond that, you can narrow the audience by using and the logic. So you could come over here and let's say dieting. Let's say that we wanted people who fit this category. So the 5,000,700 thousand who have these two interests. But we also want them to be interested in gluten-free diets. So that narrowed it down to 1,000,800 thousand. So rather than just adding this up here, which would have used, OR logic meaning anybody who's interested in this or this, or this. By narrowing, using the narrowing option, It's AND logic, which means it must also match this. So they have to be in this category and, or one of these two categories. And now I have this interest as well. So it's a great way to sort of narrow down your audience. We're not doing a gluten-free diet product. We're going to pretend for the sake of this example that we are selling, let's say a glucose blood glucose monitors. Okay? And we're actually happy with this. This is actually a good, large, sizable, very well targeted chunk of the United States that we can show our attitude. Now continuing on down here to placements. Facebook is pretty smart. It understands where people are most likely to click on ads and you know where your ads my perform really well. It gets more smart the more ads you've actually had in the more of an audience that you've interacted with, with your ads on Facebook, slowly starts to learn and so on and so forth. For this one, since we're starting from scratch and we just want to show off the options here. Let's go ahead and specify that we only want it to appear in people's Facebook news feeds, okay, as a native ads. So we're going to basically turn off everything here except for Facebook news feed will turn off all the stories related stuff will turn off the in-stream video ads. Turn off the search result adds. Messages are already turned off in article adds turned off and all the apps and sites options are turned off as well. So now we literally just have, just have the News Feed. Add as our only place where it's going to show up. And we can come on down here. And now let's talk about the different budget and scheduling options. So there's four different optimization options that are kinda, kinda broadly affect how Facebook shows your ads to how many people per day and that sort of things. We're going to go with landing page views. Okay, we want people who are more likely to click and actually wait for the website or the landing page, the lead page, whatever it is to load and actually look at your page. Link clicks is really all about the clicks. It's not very much concerned with what happens with the traffic does after it gets to your site. Daily unique reach is going to limit the amount of times that someone sees your ad to once per day. And then impressions just means show it to as many people as possible, make it technically a view in their news feed, even if they didn't really stop and look into it too much, they just kinda scroll through their news feed. You want to make sure they see it as much as possible in their newsfeed. You would optimize for impressions. We're going to go with landing page views here. Cost-control is a useful feature if you've really out and done the math on your marketing campaign, let's say you figured out your average order value for someone who comes through your funnel. And based on that, you figured out, you know, how much you make per lead who becomes a customer, and you figured out what your conversion rates are. And that sort of gives you an idea of how much you can spend or afford to spend in order to make someone turned into elite. And how much you can afford to spend per visitor to your site. And let's say that based on all that data, you know that you can only afford to spend $3 per person. You could put that number right here and ensure that Facebook does not charge more than that amount per landing page, view, budget and schedule here, there's a very important distinction to make. And that is that your daily budget doesn't literally mean that only $20 that will be spent some days. You might spend 30, some days you might spend 10. What it means is that over the course of the lifetime of the ad, the total amount spent during the lifetime of the ad will only equal an average of 20 per day when you average it out. Okay? So the actual amount that you spend per day here might actually vary and just be aware of that. And here it will actually tell you that per week it'll cap out at 140. So let's go ahead and click Continue. Let's say we're happy with our targeting and then the placement of our ad and all that good stuff. Continue. That'll actually bring us to the ad creative portion of this whole journey here. We're going to create an ad from scratch because it's our first time. And we've got three to choose from here because of the placement options that we chose. We chose news feed only if you'll recall. And these are the three options that we have gone, which include carousel, which is basically images or videos, multiple per ad that people can swipe or scroll through. We've got the collection one, which is a more advanced full screen mobile experience with a whole bunch of items that you can add to 1 add, they've got the single image or a single video, which is what we are going to be going with. And we can come over here to add media to choose that image. And the whole idea behind an image. Really is to stop the scroll. You're not really trying to put a whole bunch of information or text into the image. It's not like a newspaper ad or a banner ad in the strict sense, we're in the traditional sense. In fact, Facebook will actually penalize you for putting too much text into your ads. You really just want to use the add image to get people to stop and notice the ad stops swiping while they're going through their news feed and so on and so forth. And then copy the actual text of your post. Does the job of selling, okay, So not the image. And then we're gonna go ahead and use the built-in stock photo search, which we're allowed to use here inside of Facebook ads powered by Shutterstock. And let's go ahead and just type in diabetes and see if we can find something irrelevant and look at that. We've got multiple relevant images. I'm pretty sure this one here is an image of a glucose blood glucose monitor. And so let's go ahead and say that that's what that is and choose that image there. And it'll show us that. It'll show us a preview of what it looks like, both on desktop and mobile news feed right here. And now we're really getting into the actual selling. Okay, So the primary text of the ad, the actual ad copy, we've got the description which is optional, okay. A small amount of text which appears underneath the headlines. If we were to put that here, it basically acts in a certain way as a sub-headline underneath your main headline. Your headline here could be new glucose monitor. And then you'd put all of your sales copy a blog about your products right here. Hopefully you'll figure out what your sales copy is before you even start creating the atom is going to paste some generic tech about what to look for in a blood glucose monitor here. And we'll pretend that that's legitimate ad copy for now. And of course you've got the actual URLs, let's say HTTPS, glucose, diabetes.com, which don't go there. That might actually be a real site, so not an endorsement of that product if it does exist. Now let's check out our finalized a preview images here. So this is what it looked like on the desktop newsfeed, which you've probably seen this type of thing 1000 times, looks like just a regular native post. But you've got little sponsored thing there. And the Learn More buttons right here. And your call to action, by the way, can change if you want to change it to apply now or book now or watch or contact us or something along those lines. Sign up, subscribe lots of options there. And we'll just leave it with the default, learn more. And then you've got your tracking pixels that you want to associate this with. We're going to pretend that we're not using one yet, since we're starting out from scratch here. But ideally you would go into your Facebook ads manager and grab your tracking pixel and have that own all of your relevant pages. So you can track basically the behavior and analyze what your traffic is doing once they click on this ad and go to your web properties. And that is pretty much it. Our ad is ready to go, so we've got the ad creative, the sales copy, we've got our placement selected, we've got the budgeting and all that good stuff, the targeting of figured out, we're targeting a chunk of the US population focusing on females who have an interest in diabetes related content and RFI. Recall it was age 30 plus. And we can hit Confirm here and our ad would go out there into people's news feeds and start bringing us some traffic. So that's it for Facebook ads. Let's move into the next module where we're going to be looking at search, advertising. 3. Google Ads Campaigns: So when we first create a Google ad campaign, we're going to be asked to choose a goal. Now, a goal is not a campaign type or an ad type. There's several different types. In fact, if you hover over, you'll see under each one down here, there are several types of campaign types or types of ads. They can correspond with these goals. The whole purpose of choosing a goal is that Google knows by what metric, by what measure you're going to judge the success of your campaign. What are you really going after here? Or do you want people to buy things? There'll be sales. Do you want people to opt in and build a list? There'll be leads, website traffic, all you care about this clicks and visitors to a web property, product and brand consideration here, just encouraging people to look further at your offerings, brand awareness and reach. Just getting your identity and your brand and your image out there in front of as many people as possible so that they're aware of that, got that top-of-mind awareness that you exist. They've got app promotion, which is specifically tied into getting people to download and install an app. And then you've got create a campaign without a goals guidance. Now this is not really advised unless you're a little bit more advanced and you know, Google ads like the back of your hand, It's best to choose one of these presets when you're starting out here. So we're going to say we're going after sales, okay, we want people to buy it. We'll stick with the example from the previous module. Let's say we're selling a diabetes-related product. We want people to buy that product, click-through and purchase. Now, for this module, all we really care about is search, display, Shopping, Video, smart ads, discovery ads. These are all really great. There's a whole lot of potential here inside of the Google Ads universe, but we're going to focus on search ads, which means literally things that look like search results at the very top of the search results page, but they say add or sponsored right underneath them. Now what we're focusing on for reaching our goal is going to be website visits. So let's say we're doing e-comm. We're not actually looking for people to show up and a physical address. We're not looking for people to call our business, and we're not looking for app downloads. So for this, we'll put in our website which I've just made this up. Diabetes be gone.com would continue. I don't know if that's a real website or not. And here we have an option under networks to choose just search or search with a little bit of display in that work, which you'll basically take your textual ads and display them in the place of Display Network ads around the Internet. We're going to turn that one off. It has its merits, but we're trying to stay nice and simple and focus just on search engine results pages. For this example that we're doing locations to target, let's say United States and Canada, okay, if we wanted to, we could really drill down. We can do some geo-targeting, use radiuses and put pins in the map and, and that sort of thing. States, cities. We really, really get very refined here, but we're just gonna go with North America here, okay, Now United States and Canada, we're gonna go with English as our language. We're going to de-select French. Okay. I think it's automated. Automatically went with French because we chose Canada and that's one of the main languages of their audiences. We don't have existing audiences in this scenario, okay? If you did have audiences, you could incorporate those into your ad campaign and various ways. And that's based on near retargeting pixels and audiences that you've built and customized and saved in the past. Since we're kind of starting from scratch, we're going to pretend we don't have any audiences and we're just going to attract our audience and our target market to our website to buy our product for the first time from scratch. Now it's important to understand that this here is a monthly figure under budget. So what this means is. On average, you'll spend this each day based on the total that's spent over the course of a month. That kinda makes sense. So if you put 10, eight, you could be seeing numbers like $20 per day some days and $5 a day other days. But it will average out to this amount per day total by the end of a month. Okay? So just keep that in mind when you're setting your budget and don't be surprised if this actually fluctuates up and down from one day to the next. Now bidding you can choose multiple options for what you want to focus on. Conversions is recommended because that's the most important thing you want people to take a specific action, right? And the best way to actually gauge this is to ensure that you've got your pixels and all that good stuff on your websites. So your web developer will be given a little snippet of code that you can put on your pages. And you want to focus the bidding on people who were most likely to convert and successfully take a desired action on your web property rather than than just sending clicks to your website, okay, although that's also an option as well depending on your goals. Okay? So this campaign is gonna use the maximize conversions bid strategy to help you get the most conversions out of your budget, just like it says right there. Now, the next couple of options here are a little bit more advanced. You've probably seen these in the results on a Google search engine results page. For example, you've got sub pages underneath a mean website result. You've got other pages for say, Help for pricing or something like that. Links that you can click on within the ad. Sometimes there'll be a phone number there that you can click on and digitally call someone right there from inside of the ad on the search engine results page. So those are pretty cool. We're not going to mess with those home right now, although they are proven, as you can see, to get higher click-through rates when you add these features. But we're going to stay sort of bare bones as we move through this for this example. Now, the next step here is going to be set up your ad groups with keywords that you're targeting for these search advertising campaigns. We went with diabetes be gone.com and it actually started pulling a keywords based on that domain. Now the reality is we don't have to look it up. And as you can see, there is no diabetes-related website at that domain. And so instead it's just giving us domain hosting related stuff that found when it's crawled and went to that URL. There's probably one of those Park to sites there with a GoDaddy or some other registrar saying, Hey, you can buy this domain if you want or something along those lines. So we don't really want to focus on this too much. In fact, let's get rid of this. So that's no longer considered. And let's just type in glucose, monitor blood glucose. Let's go with those two keywords. First, let's try monitor and see what we come up with. So basically, Google is going to be recommending certain keywords that might result in people who are looking for your product, finding your product, you can add as many of these as you want to, that ad group. And that particular ad group is going to focus on those keywords. You could also create a new ad group here if you wanted to. And with that new ad group, you could go out and do your own keyword research inside of the Google Keyword Planner, for example, where you could take words like this. And it'll tell you on average on a monthly basis, how often people search for those keywords. And you can sort of prioritize which ones you want to stick into which ad group based on that information right here, I think we have enough to go with to move forward. So let's move on to actually creating the ad itself. And this little box right here just means that it wants us to use the most secure version of the URL is possible. And I've got some pre-written copy here so we can stick into the ad and we'll see it change right here as we stick these things into these respective fields. And you got to pay close attention to characters here, as you can see, that one's actually a little bit too long. So it's 30 seconds per little segment of your headline here. 30 words, I should say, excuse me, and they have expanded it quite a bit. There's a third headline option now. You can have two description copy lines there if you want to. So they've got a little bit beefier over the last year or so. But that is pretty much it. That's our successful ad. Okay, you've got the final URL that they're going to be going to, which is displayed in the ad itself right next to the word added. You've got the headlines that you're really where you're trying to get people's attention and call people out in the blue letters there. And you've got the description underneath. As you can see, it looks very much like a search engine result. This is the desktop version. It looks just like a search engine result, except the word ad is right there and you're paying money to make sure that people actually see it instead of having a down on page 5,001. So we'll hit Save and Continue here. And we'll hit Save. And this will bring us to our summary page where we can have a look at all of the different data about our campaign and confirm that we're okay with everything and we're ready to go forward with it continued to campaign. And then basically our ad would be live. From which point on we can analyze and assess which keywords are performing best and remove SOM and focus more on the ones that are performing better. That sort of thing. Monitor items like your average cost-per-click, as well as your conversion rates. And it's a good thing to keep an eye on in the early days so you can make sure that your ad is shaping up to produce the results and the return on investment that you're hoping to get out of putting money into Google ads. Now, in the next module, we're going to be revisiting Google ads. But this time for banner ads, after we've gone through the process of creating a banner ad, creative. 4. Banner Ads: All right, so our first stop when creating a banner ad is going to be Banner snack manner snack is an awesome cloud-based software where you can create multiple banners in different sizes and dimensions all at once. After clicking Create New, it's going to give us two options. Make a design or generate set. We're going to choose Generate set. That way we can crank out a whole bunch of different sizes and dimensions without having to individually create each one from scratch. Now, animated is very cool. You can use HTML5 technology to have elements on your ads move around while you're creating them. The whole creation process is mostly the same with the exception of adding animations. For example, you want this picture to swoop in from the left and the text to come up from the bottom, that sort of thing. It's very self-explanatory. We're going to stick with statics. It's most banner ads do tend to be static. And we'll choose a start with static. And we will pick the different sizes that we want for our banner ad campaign. So let's go with medium rectangle, large rectangle, square, and portrait. And let's throw in a wide skyscraper too, just so we can see how it turns out. We'll go to the next. And we could start with one of these templates, which are actually pretty cool. But let's actually build this one from scratch. Just to give you a better and more thorough experience with the whole design process. So the first thing we're going to need is sort of a core image. Now I've got an image here. I'm going to go over to new layer and add. Actually, we'll come up here to my uploads and we'll grab the image from here. And it's just an image of a gal who clearly has some weight loss elements in there. So you've got the Apple for healthy eating, you got the measuring tape for weight loss, all that good stuff. So this is a good general, generic weight loss image that we can use for our banner ad. As you can see, it's already put in the ads for us. All we have to do is individually move her around just a little bit so in the light can continue to the next step. They're generally say that we want to her on the bottom edge of each ad, so we have to move her around less. And I'll go ahead and apply and continue. And we could theoretically move forward from here, but let's go ahead and offset her a little bit. So for this one, Let's move her over here and let's increase the size a little bit. Crop and zoom and all that good stuff. I'm back over here. We'll do the same thing here. Little bit bigger. Off to the left, a little bit. Same thing here, little bit bigger. It's a little bit too big actually. For that size. Have a go. And for these ones here, I think these were actually pretty good. We could make her fill up a little bit more of the space if we wanted to. But I think it looks okay as it is. Now, the next element is going to be text, right? So we'll come over here. New layer. And we'll put a headline here. And you know what, we'll just say, something kind of generic like time to lose some weight. We will apply and customize. And what we'll do is we'll make this, let's say red. Everything else looks okay. So now let's get into individually adjusting the position inside of each ad. Networks for me. Command here. Same thing over here. Same thing here, same thing there. And finally, it's a good idea to add a call to action of some sort. So we'll just have a button and we'll make it, let's say bright blue and we'll right click here. Pretty standard call-to-action. Continue to the next step. And we'll put it at the bottom of each ad. And we will apply and customize if we wanted to, we could go through here and sort of move it off into a better position for each ad, which might be a good idea for some of them are not really necessary for all of them because it doesn't look too bad at contrast with the background enough that it actually looks just fine. So I think we're good here. So let's go ahead and save all. And we'll call it weight one. Okay. Save. And then we can come here when we're back at the dashboard, click Download. And since we didn't really do the animated thing, these ones don't really apply to us. We'll just go with JPEG, download those and now we can move them into our Google, a display ad that we're going to create inside of Google ads. Let's go ahead and click New. And we'll click new campaign. And this time let's say we wanna go for website traffic k, get people to a diet or fitness related landing page. And this time instead of choosing search, we're gonna go with display because we have a banner ad, right? Three options to choose from. We can do display ads that actually show inside of people's Gmail accounts. We have smart display campaigns which take whole bunch of dynamic variables into account. And we just have the standard one we'll do standard for now. And then this time we'll use the same. Url as last time, I'll just paste that here and continue. And we've kind of already been through this process in the previous module. Same basic thing. You can target pretty much anywhere in the world. We'll go with just the United States for this one. Target, any languages, focus on anything. In our case, we want to focus on conversions, which is always a good idea. Automatically maximize conversions versus manually setting your bids, which if you are more familiar with Google ads and you understand the math and the concepts behind it, you're little bit more advanced. Certainly. Do it manually. Also if you understand the math of your sales funnel, okay, Let's say it's not a new sales funnel. You've got a whole bunch of data existing on this sales funnel. You understand the initial order value, the average cart value of everybody who comes through. And so you understand how much you can afford to spend per conversion and so on. You could certainly adjust that, but we'll just stick with automatically maximize conversions and let Google do the heavy lifting math wise. And let's see our budget, daily budget, I'll reiterate like I did in the previous module. This does not mean a cap on, we'll spend every day rather, it means that this will be the average you have spent over the course a month. So take this number and multiply it by 30. And that's basically what you're telling Google. You can spend over the next 30 days. Okay? But the actual daily amount might fluctuate up or down from this number, down here in the ad group portion. Or we can try and do is search for people who are interested in losing weight. And remember, this is not like the search ad that we did in the previous module. We're not targeting specific keywords. So we're actually, instead of waiting for people to come to us, looking for what we have to offer. The whole context has changed with a display ad here. Now we're going out and finding people based on maybe past indications to Google of their interests and bringing them to us, letting them know that we're here. So we have to actively go in here and then figure out what exactly is exactly who we are targeting. So we could come over here to, let's say, sports and fitness, for example, could be useful to target people in the food and dining realm. Let's go with sports and fitness and see what kind of subgroups, okay, so we've got the health and fitness buffs sports group here, okay, which gives us a pretty significant and sizable potential range of, of impressions in the United States. Go ahead and come down here now to demographics. Just like with the Facebook ad, if we had a existing customer research or audience research about our target market, that let's say we wanted to focus primarily on females with this one, since we have a female in the ad, for example, we want to rule out these age groups because our customer research tells us that these are the ones that are a little bit more hot when it comes to interest in diet and fitness, and parental status and household income don't really matter. So we can leave that the way it is there. And we can also use this feature here where Google will actually, based on what you said above, it will actually expand your reach by trying to find audiences that are similar to the targeting, targeting settings that you set above, which may or may not be worth it. Next is the actual ad itself. We're going to upload some display ads. And actually the first thing we should do is grab them and bring them out of the zip file that we downloaded from Banner snack. Get that way, upload display ads and we'll go to Choose files to upload. Let's go ahead and find. There we go. There's our folder. And let's grab these open. All right, there's our five ads. And again we have that warning about the secure version of a URL. Okay, so we've got that. And there we go. We've got five different banner ads in different dimensions. So these will be able to go into different variety of spots on websites that utilize Google Display Network. And we'll be able to get this in front of some people who were interested in losing some weight, will go ahead and click Create Campaign. And that'll bring us to the summary page. Just like last time, we can review all the different parameters of our ads. And now we can go to continue campaign and monitor the results as they start to come in.