Paid Traffic Fundamentals: Google Ads vs Facebook Ads | Nate Ginsburg | Skillshare

Paid Traffic Fundamentals: Google Ads vs Facebook Ads

Nate Ginsburg, Entrepreneur | Investor | Yogi

Paid Traffic Fundamentals: Google Ads vs Facebook Ads

Nate Ginsburg, Entrepreneur | Investor | Yogi

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29 Lessons (1h 45m)
    • 1. Course Overview

    • 2. Why Paid Traffic

    • 3. Different Types of Paid Traffic

    • 4. The Customer Awareness Ladder

    • 5. Landing Pages and Opt In Funnels

    • 6. Website Essentials

    • 7. What are Product Listing Ads and How do they work?

    • 8. PLA Pros and Cons

    • 9. Who are PLAs For

    • 10. PLA Best Practices

    • 11. How to Get Started With PLAs

    • 12. What are Search Ads and How do they work

    • 13. Google Search Ad Pros and Cons

    • 14. Who are Search Ads good for

    • 15. Google Search Ads Best Practices

    • 16. How to get started with Google Search Ads

    • 17. Walkthrough Setting Up Google Search Campaign

    • 18. What are FB Ads and How do they work

    • 19. Facebook Ads Pros and Cons

    • 20. Who are Facebook Ads for

    • 21. Facebook Ad Best Practices

    • 22. Get Started with Facebook Ads

    • 23. Facebook Ad Video Walkthrough

    • 24. What is Retargeting

    • 25. Retargeting Pros and Cons

    • 26. Who is Retargeting for

    • 27. Retargeting Best Practices

    • 28. Get Started with Retargeting Ads

    • 29. Additional Resources

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About This Class

Hey Everyone,

Thanks for checking out my course! Below you'll find some info about my who the course is for, what information will be covered as well as my background. 

If you have any questions, don't hesitate to reach out! I want to help in any way that I can.

Thank and I hope you enjoy the course!


Why Should I Take This Class?

The potential to use paid traffic to grow your business is massive. Paid traffic can be implemented quickly and can literally start generating sales overnight. Furthremore, due the the huge traffic potetial of paid traffic, Paid Traffic Scales

The trouble though, is with so many differnet paid traffic options, it can be difficult to figure out which is the best one for your business.

And, while choosing the right kinds of paid traffic can be massively beneficial.. choosign the wrong kinds can be a massively expensive lesson.

This course will be your roadmap to Paid Traffic Success.

Delivered in quick video lessons, I'll give you the 80/20 overview of the biggest paid traffic platforms Google and Facebook without the clutter. Google and Facebook ads offer the most opportunity and are the best place to start.

Let me save you the trouble (and CO$T) of trying different paid traffic channels and point you in the right direction from the start. 


What is Paid Traffic?

Paid Traffic is basically paying for visits to your website. Unlike other marketing channels, you can get set up with paid traffic fast and start seeing results almost immediately.

You can pay per click, pay per impression, and use a variety of differnet paid traffic platforms. 

What's Your Story?

I started managing paid traffic as a consultant 3 years ago and was fast hooked when I saw the results that could be achieved so quickly.

Fast forward and I've managed multiple 6 Figures of online traffic spend across all the major paid traffic networks. I still selective manage paid traffic for clients ranging from local service providers, ecommerce stores, sortware businesses as well as my own businesses and projects.

Over the years, I've learned a ton. I've learned what works on what platform, and more important what doesn't work

Learn from my hard earned experience and let me break down the fundamentals you need for paid traffic success.


Who This Course is For

This class is for entrepreneurs, freelancers, small business owners, hustlers - Any opportunist who wants to explore the scaleable potential that paid traffic can have for them but doesn't want to waste all of their money on the learning curve.

It's for beginners - so don't worry if this is the first you've ever heard about paid traffic. This course is best suited for someone who is interested in paid traffic but not really sure where and how to start. I'll get you comfortable with your different options and share tips/tricks.

This course is a high level overview and covers a huge bredth of information. It's mostly big picture concepts and midsets you can apply to any type of campaign. Further, I provide links to recources that you can dig into at your own leisure to get into more nitty gritty details. 


Course Breakdown:

Unit 1: Why Paid Traffic is the best way to grow your business.

  • The first unit talks about some advantages of paid traffic and why it is a great option to explore for your business.

Unit 2: Online business fundamentals 

  • This next unit talks about some fundamental marketing and online business concepts that you need in order to have success with paid traffic. 
  • Topics include Customer Awareness Levels and Buyer Funnels, Landing Pages and Opt-in Funnels, and Key Components for a Successfun Website

Unit 3: Good Product Listing Ads

  • Now into the good stuff.. the types of paid traffic :)
  • In this unit you'll learn about Google Product Listing Ads
  • Who they are for
  • How they work and how to get set up with them
  • Ticks and Tricks

Unit 4: Google Search Ads

  • This unit talks aobut Google Search Ads.
  • You'll learn what Google Search Ads are, Who they are for, Pros and Cons, Tips and Tricks and How to get started.

Unit 5: Facebook Ads

  • In this unit you'll learn about Facebook Ads
  • Topics covered include what types of businesses are best suited for FB Ads, best strategy for utilizing FB Ads, Pros and Cons, How to get started and more.

Unit 6: Retargeting

  • The last unit will teach you about Retargeting Ads
  • Like the other units, you'll learn about how they work, tips on how to best utilize them, recommended platforms to use and more. 

Plus, you also get:

  • Online content that you can access forever and from any device
  • Continuously updated recommednations on tools and resources
  • A community of peers for feedback and to share successes


Plain and simply, paid traffic is the fastest and most scaleable online marketing channel. It plays a significant role in the success of all of my businesses or any business I am a part of.

Join me inside and see how it can change your business too!

See you soon,


Meet Your Teacher

Teacher Profile Image

Nate Ginsburg

Entrepreneur | Investor | Yogi


I'm a location independent entrepreneur, investor and yogi. I've been traveling around the world running my businesses since 2013! My first big success was in the Amazon FBA space. Where I build and sold my business for just under One Million dollars! You can watch the video below about my story starting, scaling and selling my FBA business below.

See full profile

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1. Course Overview : everyone. My name is Nate Ginsburg. And thank you for checking out this course. This is paid traffic fundamentals. And right now, I just wanted to kind of walk through the outline of the class. So you, uh, no to expect in each section, and hopefully that will allow you to get the most of what you want to get out of it. Um, I want to say this now, and I'll say it later. But if you ever have any questions, comments, please feel free to reach out. I want to help in any way that I can. All right. So, um, 1st 2 sections air kind of candy at the like intro to pay traffic. So we got the 1st 1 which is the intro to pay traffic. Kind of talk about, Ah, Why paid traffic is, in my mind the best online marketing channel talk a little about. It's kind of a brief overview mentioning some of the different pay traffic options. Yeah. Then moving into section two. So this is ah, the keys to pay traffic success. This is a really important section. This talks about a lot of more. This kind of online business end and online marketing fundamentals. So things like the customer awareness ladder landing pages and often funnels and website essentials. And so this is these are different concepts that I'm gonna reference, you know, kind of throughout the different later sections in the course. And so this is, um yeah, I think it is important stuff for any online business to know. And it's important to have some of these, you know, kind of foundations in place for for your business on our in order to then see success with some of these other channels that we'll talk about later. So yeah, um, important section there. Next we'll go. I talk about the different types of paid traffic, so each one of these different types of paid traffic is a different section. You kind of go through them all a cart. You can go through them in order or, you know, pick and choose which ones you know seemed the most interesting or relevant for whatever your business. So ah, the types of pay traffic, the different sections that we're gonna talk about our product listing ads, Google search ads, Facebook ads and retargeting now within each section, the information that's covered. So the way it's broken down is talk about those those different sections that are mentioned on the last slide or the different types of pay traffic mention on the last slide. And then it's a similar format for for each for each type of pay traffic. So in each, in each type of a traffic we're gonna talk about, we're gonna have a video bob about what it is and kind of how it works. Like the basics. We're going to talk about the pros and cons, talk about who it's for best practices and then next steps and getting started. And then, finally, I put together a a resource sheet. Ah, there's a a lot of breath of information that's covered in this course, and and so then I wanted to put together a resource sheet of some. You know, so different links to articles or podcasts or resource is that you can dig into a your own leisure to find out more about any of this stuff. So, yeah, so that's the stuff that we're gonna cover. I hope that it is useful for you and helpful for you, and that you learn a lot about what you are trying to learn about. Pay traffic again. You know, I want to help If you have questions, comments, you know, please feel free to reach out. And yeah, I'll do my best again. Help. Because I want to you to succeed. So thanks. And Ah, yeah. I hope you enjoy the course. 2. Why Paid Traffic: - Hey, - everyone, - welcome to the course. - And thank you so much for joining me. - The first thing that I want to talk about before we get into these different pay traffic - strategies And what paid traffic is going to be right for you and your business is touch on - Why paid traffic? - So, - in my opinion, - pay traffic is the absolute best online marketing channel that you can have to build your - business or get your business started. - So let's take a look. - Why paid traffic is so great. - Okay, - so the first. - The first reason is that with paid traffic, - it is it's so fast, - you can start seeing results very, - very quickly and much, - much quicker than some other online marketing channels. - So with pay traffic, - you basically, - you know, - pick the type of paid traffic that you want to run. - You set up your campaign and, - you know, - boom when you you click start, - you know, - click go, - and you can to start getting traffic and potentially seeing results almost immediately. - This is, - you know, - different than some of the other marketing channels that take a lot longer something like, - you know, - content marketing or social media. - marketing or s CEO takes a lot more of, - ah initial investment and takes time to kind of build before you're able to see results. - Results could take months, - weeks or even months. - Teoh, - you know, - to start seeing, - you know, - actual results for your business. - Whereas with paid traffic you could start seeing results in days. - So pay traffics fast. - I like that. - Um, - first reason why Why pay traffic is is great. - The next is R A Y. - So with paid pay, - traffic has the potential to just generate positive r a y for your business. - So with paid traffic, - it has the potential to, - you know, - you pump in 1/4 and you know, - the results that come from that generate you 50 cents or a dollar and basically just makes - you money with pay traffic, - it's everything is very, - um you track all the data and so you see exactly how much you're putting in and you track - You know what you're getting out in terms of revenue generated from sales of your products - , - services, - whatever, - um, - you know, - all this is with pay traffic. - It's very data driven and, - you know, - had, - like I said, - has the potential to just deliver positive R A y, - which is fantastic moving on to the next. - So if you're able to generate that positive r a y with paid traffic, - then what else I love about paid traffic is that it's scalable so you can start with. - They know you have a test campaign or some different tests campaigns that you're running, - starting with some sort of a small budget. - You're putting it in trying things to see what works. - See how you can generate that positive r A y. - And once you find something that does work, - you can blow off the budget. - You know, - pump as much, - are much money as you want into it and get back out. - You know, - more money. - So it's scalable. - You're able to, - you know, - expand it really quickly, - which is also great. - So pay traffic I'm really excited about it has a lot of potential to help your business, - um, - again, - the reasons why I like it so much it's super fast has the potential to just generate - positive r A y for your business and is scalable. - We'll get into all of this and more in the coming videos. - I'll see then 3. Different Types of Paid Traffic: - all rights. - Now that we know some of the reasons why pay traffic is so great, - let's take a look at what are some of the different types of paid traffic that you can then - use to get those great results that we talked about in the last video. - So when it comes to pay traffic, - there are many different types. - We've got Google search ads, - got Facebook ads, - banner ads, - product listing ads, - retargeting at Twitter, - ads linked in ads, - lots and lots of options and, - um, - as a as a business owner as someone who's not. - So you know, - so experience of pay traffic. - I'm sure you're looking at this list and thinking that is too much. - And that's true. - The reality of it is, - even though there are many, - many different options, - we can get the you know, - the bulk of the results from, - you know, - just a ah, - you know, - tackling a few of those that are on that list. - And that is the That's the goal of this course. - So I want to give you the 80 20 of pay traffic, - and that means covering the biggest, - most potentially impactful platforms, - and that's going to be Google and Facebook. - So ah, - in this on this course, - we're going to break down, - um, - Google ads and Facebook ads to see which is going to be the right one for you and your - business. - But when it comes to Google and Facebook ads, - it's not just a We're really looking at Mawr than kind of one thing in Google. - We've got search ads and product listing ads and, - um, - on Facebook. - There's obviously Facebook ads, - but there's also some or kind of different angles that we can, - you know, - take within within the Facebook ads that we will you know that different angles we're gonna - be more appropriate for for different types of businesses. - But so in the course, - like I said, - we're gonna be covering the big ones search ads, - product listing ads, - Facebook ads and one more thing that we're gonna cover is retargeting, - which is kind of a a mix of, - you know, - involves both Google. - It can be done on both Google and Facebook and, - you know, - kind of involves them both. - So that's what this course is going to cover. - Gonna talk about again. - The search ads, - product listing ads, - retargeting and Facebook ads. - And, - yeah, - the ah next video, - we will start to talk about which is going to be a best fit for what type of business. - So thanks. - And I'll see you then. 4. The Customer Awareness Ladder : - right now, - I want to talk about a concept that I think is is really important to understand as a as a - marketer and a business owner. - And that is going to be about the customer awareness letter. - And we will see how this applies to pay traffic in a second. - So ah, - first here we have. - This is Eugene Eugene Schwartz. - Five levels of customer awareness. - Eugene Schwartz is a really should advertiser and broke down these five different levels of - customer awareness. - So we start with the first level, - is going to be an unaware customer. - So this is someone or a potential prospect who is unaware that day, - unaware that they have a problem. - Um, - as well as unaware that then there's any solution to that problem. - So we move one step. - The next step is going to be problem aware. - So that means that prospect is aware that they have a problem but doesn't know that there - is a solution to that problem moving on. - We have solution aware, - so they're aware that they have a problem. - They're aware they have a problem. - They're aware that there is a solution to the problem, - but they don't know about yours or which is best so moving on. - We have product aware. - So we've got the prospect. - Who knows that knows they have a problem, - knows there's a solution and is aware of your particular solution or product. - Next is going to be the most aware. - So this is going to be a prospect. - That's where they have a problem where there's a solution, - aware of your solution and aware that your solution is the best solution. - So we go. - The most aware is the prospect of customer that is ready to buy, - and the top is someone who your product or service, - you know, - could help. - But they don't. - They're not even informed. - Enough of, - you know, - that there is a problem and there is a solution that's, - you know they aren't aren't nearly as close to being ready to buy. - That's not. - But, - you know, - the important thing to note here is that, - um, - that person who is unaware No, - it's our job. - As you know, - marketers and, - you know, - and through our business is to, - you know, - to be able to, - you know, - encounter that that unaware customer, - that underwear prospect and for them, - you know and then to be able to guide them through these different levels of awareness - until they are most aware and ready to by whatever it is that we're selling, - Um, - this is really, - really important marketing stuff. - All I have some links to some resource is that you can kind of dig into this more. - I know I'm just briefly touching on it, - and we'll see why this import isn't why this is important for paid traffic in a second. - So now we have you see, - on the left, - we have the levels of awareness and on the right, - we've got a funnel. - So this is the funnel for your business. - You see, - obviously, - at the top is the top of the funnel, - and the bottom of the funnel is there it is at the bottom, - and these thes levels of awareness can correspond to your funnel. - So at the top of the funnel is the unaware prospects in the bottom of the funnel is the - most aware now, - you know, - with you know, - with your business for your business to get short term and long term success, - it's important to have prospects and, - you know, - potential customers at all different parts of the parts of the funnel. - You know you want to attack your funnel from all the way from the top to the bottom and - bottom from the top. - That way you have, - you know, - people that are most aware that are going to be buying your product and service is now a - swell. - Aziz having people mawr towards the top of the funnel that you know you can. - You know that you can work on an in form that's going to move them down the funnel to - eventually get U sales later. - So it's important to, - you know, - you want to keep the funnel full because if you have, - you know, - if it's too heavy on either side, - if it's to two bottom to bottom heavy, - you'll get, - you know, - cause you'll get sales and customers now. - But, - you know, - in the future it's gonna dry up. - And if it's too top heavy than yeah, - you have a lot of prospects that you can work on and get sales later. - But you're not going to be getting sales now. - So the reason that this is important to understand for paid traffic is that different types - of paid traffic can attack different parts of the funnel. - And you can use pay traffic different ways, - even the you know, - the few that we're gonna be talking about in this course to attack different parts of the - funnel. - Um, - this is something that I'm going to be continuously referring to. - So is important to understand and just know because, - like I said, - I'm going to be referring back to this in later videos. - So this is just something to know. - We've got different levels of customer awareness that correspond to different parts of your - marketing funnel and different and paid traffic. - Different types of paid traffic and using pay traffic in different ways is going to attack - different parts of that funnel and different parts, - different levels of customer awareness. - I know this is kind of a a lot of info if you're not familiar with it. - So check out some of those links in the resource is that will get into this stuff, - uh, - more deeply, - but that's the basics. - Just know it because, - like I said, - I'll be coming back to it in future lectures. - All right. - Thanks. - And see you in the next lecture. 5. Landing Pages and Opt In Funnels : - I want to talk now briefly about landing pages and opt in funnels. - So from the last videos we established that all of our prospective customers are not at the - same. - They're not at the same level of awareness and not at the same point in our buying funnel. - So that's OK. - Um, - What we need to know, - then is just that there is gonna be different approaches to to targeting traffic that is at - different parts of the awareness, - the awareness ladder as well as the A swell as the buying funnel. - So that's yeah, - let's get into it now. - So one So the ah approach that we want to take with traffic that is going to be that is - highly aware and bottom the funnel traffic is going to be to send that to an offer sales - page. - So this is just we have the traffic from whatever the source and we send it to an offer - sales page where they can, - you know, - basically by now could be a product page, - you know, - a sales page for whatever, - you're whatever service you're offering. - But the idea here is you know, - we're gonna be we're gonna be targeting prospective customers that are already aware and, - you know and, - ah, - you know, - low down in that in that buyers funnel. - And so we just need to present our offer in, - you know, - a good way there could be, - Ah, - you know, - we can give them a little push with, - ah, - with a you know, - high converting sales page That can explain why our you know why our solution is the best - one. - But it's basically some the traffic to the page get them to buy. - So again, - thistles good for traffic. - That is the bottom of the funnel and highly aware. - And you know, - that's good for getting, - you know, - getting quick sales. - However, - this approach is not gonna be as effective if we have our perspective customer that's - higher up on the funnel or is less aware. - So for that kind of traffic, - what we want to do is, - um, - we will want to get that perspective customer. - It's it's better to get them to opt in and then get them into our funnel, - Um, - via some sort of a maybe like a content bribe, - so you could have some, - you know, - some get them Teoh. - You know sign up for email list with some sort of, - you know, - tip oops, - or resource is or, - you know, - many video Siri's or something. - And the idea here is with that prospect that is not as aware and, - you know, - not is ready to buy. - It's more likely to get them to enter their email, - Teoh, - get some sort of get some sort of, - you know, - content that we've created for them. - I'm easy to get them to do that than to, - you know, - buy right away. - So with this, - the way that this, - you know, - kind of little little funnel looks like is we have the pay traffic, - send them to a page where we offer them something to get them to opt in. - And then through that content, - whether it's, - ah, - you know, - some sort of many course, - you know, - email sequence, - you know, - videos. - Whatever, - uh, - that content is going to help push them down in that funnel. - And, - you know, - uh, - get that customer to be more aware of either their problems as well a czar solution to Then - eventually later, - we hit them with the offer, - and they will be ready to buy. - So you know this is the mawr long term, - you know, - long term approach. - And, - like I said, - is good for the top of the funnel and less aware traffic we don't want to target. - You know, - we wouldn't want to necessarily put that lower the funnel and more aware traffic into this - funnel because it's probably gonna be unnecessary work. - And generally, - targeting the bottom of funnel is getting more expensive. - So we want to have something like this in place to be able to convert the traffic that - isn't ready to buy now. - And, - you know, - still be able to target that bottom and top of funnel traffic and, - you know, - keep our funnel full, - get buyers now as well as, - you know, - keep buyers for the future. - So, - uh, - there's a lot more. - Um, - we can get a lot more into detail on both of these offer pages, - as well as just opt ins and funnels, - but just want to lay it out there a little bit now. - Um, - again, - the reason is because depending on different types of traffic are, - you know, - at different parts of the buyer awareness and different parts of the funnel, - and we want to treat those types of traffic differently. - So these are just two basic strategies that you want to have in place so that you can - potentially take advantage of both. - So there you go use it and take advantage of customers at all stages of awareness as well - as the buying funnel. 6. Website Essentials: having a website that does its job in the process of converting paid traffic to customers is so important we can have all of the pay. Traffic in the world can be bottom of the funnel. But if it goes to a bad website, that doesn't do its job of converting than all the traffic is going to waste. So just want to touch on now? Briefly. Ah, few kind of website tips and tricks, essentials that you should have in place to whatever page you send that traffic. Teoh. This is something that I've seen ruined some paid traffic campaigns that these businesses, they have a good product, a good service, and they're targeting good keywords, getting good traffic. But the website just isn't good, and therefore the campaigns air not effective. So in order to prevent that from happening to you, just a few things to keep in mind. Now this. You know, we could elaborate on this a lot more, but just want to keep this brief and simple. So when you think of your website and the pages specifically that you're sending traffic to , you want to make sure that there's a strong call to action So you send that traffic to a page. We want it to be instinctive for that traffic to know what the move, what the next move is whether it's learned mawr by now. Sign up here. No, we want it to be, as you know, easy and instinctual. It's possible to get that get that paid traffic to take whatever our desired. Next step is, um, next after that. You know, of course, the webs that has to be. You know, we want to be clean, not cluttered, you know, Want to be a good experience for the people that are there. We don't want them searching around everywhere, you know, taking forever to find out what we want them to do. We want it to be clean, simple, easy to navigate. And the last is the website to build trust and credibility. So some ways to do this could be testimonials. Different credibility indicators could be organizations that you're a part of, you know, different If you're authorized retailer of something, you know, been featured in, you know, different publications are magazines. You know, those are things that are going to build trusting credibility so that when the person that you know, whatever that paid traffic, whoever clicks on that lands on your site. We're going to see you as credible and trust you enough to buy from you. So let's take a quick look at some examples. So here, this is from perfect audience, which I'll talk. We'll talk about more later as a option for retargeting. But you see here you see in red a top and in the middle, start your free trial. It's very clear you get to this page the red, the big red button stand out as the next move for you to click. Also, you see it's you know there's not a ton of text. The website is, you know, it's it's clean. It doesn't feel cluttered. It's easy to navigate the next. The next action of you know what they want you to do is clear and simple and instinctive. Bond, that's great. This is, I'm sure. Ah, landing page that works really well for them. Now. Here is just one more example. It's actually us a friend of mine's company, and I think his his website is really great, you know? Here we see. Ah, this is on the home page and the learn more in, you know, the big yellow button that sticks out. So this is on one of the sliders. All the other sliders have the same big yellow, big yellow button to get you to take your their desire. Next step. You know, they want you to click that and learn more, and then I'll get you to their product pages. Also, you see below the slider image, there is a ah, testimonial. So that's something that you know, builds. Trust builds credibility as well as below that they have the ads as seen in on different publications that looks like they've been featured in again, you know, builds trust builds credibility. No, this is Ah, you know, it's it's very clean, easy to navigate. And it is a good Web page. So this is just, you know, some stuff that I want you to keep in mind relating to pay traffic wherever you're going to send it to. You wanna have? You know, the website just has to do its job. So keeping some of those things, you know in mind the, uh, the clear and strong call to action toe clean and easy navigate page as well as the trusting credibility indicators are going to make the pay traffic much more effective. So, um no, it and it's going to make your paid traffic campaigns you know, much more successful then if your website doesn't form its job, so it's good, See you in the next video. 7. What are Product Listing Ads and How do they work?: - all right, - So first up, - we are going to talk about product listing ads. - So what our product listing ads think they have? - Ah, - sort of two distinct features that separate them from other types of ads on Google. - So says the definition, - Just ah, - pulled and edited straight from Google product listing ads are search ads that include - Richard. - Product information such as product, - image, - Price and merchant name will hop over to an example of that in a second. - And, - um, - also, - Google will automatically show the most relevant products, - along with the associate ID, - image price and product names. - So it's kind of two distinct features of the product listing ads. - They're rich ads have image price and merchant name, - and they are automatically shown by Google. - So let's take a look at what that looks like. - So here's an example of the product listing ads. - You see, - these are the ones that have you see the image. - The price include the ah retailer. - There in the red box. - Thes ads are shown dynamically when you see in the search this one we typed in Eastern - baseball bats. - So these are the ads that were pulled by Google that, - um, - you know, - they thes air products that we're all uploaded on Google shopping and opted to, - you know, - opted opted to advertise using pl ays and based on the entered search terms, - Eastern baseball. - That's Google kind of dynamically pulls these pulls these listings to be shown thes. - Advertisers didn't specifically say, - Show me for Eastern Baseball bats. - They just entered the information about their products and Google, - you know, - then, - you know, - pulled from the listing to show what they feel is the most appropriate. - So that's that's what the product listings are again. - You see, - they kind of think the distinguishing features is there, - the rich adds. - Yet the image price. - Ah, - and the retailer and they're you know, - they're pulled automatically by Google. - So it's just talk a bit. - How these Pillay's work keep mentioning there were pulled by Google, - and how do they do that? - The first thing that is he had The first thing with the pl is is you have to upload your - products in the Google Merchant Center. - So here's just a quick screen shot of Thea. - Yes, - the once you're inside the Google Merchant Center. - This is where you first have to upload your products, - so product listing ads are for products would be e commerce businesses. - And you know, - the first thing you got to do is upload your products in the merchant center. - You see, - on the left some of the tabs see the products tab, - which is where you would get your products uploaded, - and then that's where they would be shown. - Then also, - you see a little bit below there. - There's the AdWords tab. - So then you also have to link your Google Merchant Center account with with your AdWords - account, - so want to get your products uploaded? - There you have. - You know the information. - You got the title, - the image. - Some, - you know, - some descriptions of your products of Google knows what they are. - Then you set up a Google shopping campaign so against for the product listing ads you see - here, - this is once you Ah, - this is to create a campaign. - And Edwards, - you see the type of campaign is Google shopping and then you see a little bit below there, - the merchant identifier. - So that's blacked out because that's I guess that's the area that shows the store the - merchant account that it's associated with. - So when you, - you know, - have the when you select the ghoul shopping campaign, - you will also have to select a merchant or, - you know, - Google Merchant Account, - which is going to be the products that you will be promoting. - So when you do that, - you upload the products in Google Merchant Center sinking with your AdWords, - and then you run the shop and campaigns. - That is how Google automatically shows thes products for you. - That's kind of, - you know, - basic quick overview. - We'll get into some more good stuff. - Pros and cons best practices in the next video, - so I'll see you there. 8. PLA Pros and Cons: - all rights. - Now that we explained what pl a product listing ads are, - let's talk about some pros and cons. - All right, - So, - um, - some pros. - Pillay's ads are generally pretty high converting. - Um, - you know, - this is good. - They attack, - you know, - more so the bottom of the funnel because they know generally they only show up for pretty - specific, - you know, - specific terms that are gonna be related to your products. - So, - like the example of the east and baseball bats. - You know, - if someone is searching for a product with a brand name, - they probably, - you know, - have more of an idea of what they want. - Then if they're searching for something more general of just baseball bats or, - you know, - new baseball bats or best baseball bats. - So you know the product listing ads. - They only show up for a, - you know, - a really like, - you know, - more specific amount of terms, - which makes them higher converting. - So that's good. - Another thing another pro is that they're you know, - they're rich adds, - so they show the image and the price. - And this is also good because it promotes a more transparency with them. - You know, - the buyer knows what the you know. - They know more of what they're going to get before they click on the product. - So, - you know, - if they do, - you know, - click through and see the product. - They already know the price. - It's gonna be less likely that it's going to be a shock or, - you know, - put them off. - Um, - pl a ads are relatively cheap, - so they're a newer platform. - I think they've only been running for maybe two years now. - And so compared to, - like, - search ads, - they are, - you know, - they're gonna be cheaper for these products. - You know, - that's that's good. - And, - um, - last kind of like the like I was mentioning before with them being high converting, - They talk, - they attack the bottom of the funnel. - So, - you know, - convert well, - generally can get ah, - e commerce stores. - Positive are why with the peel ads. - Now, - talk about some cons. - So, - you know, - on the one hand, - it's, - you know, - cool that Google will, - you know, - they kind of choose automatically which key terms best fit your products and show your ads - , - you know? - Well, - that's good. - The flip side of that is you don't have as much control. - You just you upload the products. - Google, - you know, - scans them and, - you know, - based off of the difference. - You know, - the different information that you, - you know, - that you have added to those products. - Google decides what the best search terms are for you to show for. - So it gives you, - you know, - not as much control. - And, - um, - it doesn't It doesn't give you as much creativity as you know, - some of these other. - You know, - some of the other search terms are some of the other search ads. - And, - you know, - furthermore, - without the control, - you don't, - you know, - kind of the opportunity that you get is kind of set. - You can't. - There isn't much manipulating that you can do to get more clicks or less clicks. - It's really you know how much people are searching for your product is what you show up for - , - and that's kind of what you'll get. - Another con is that they can be a little tricky to set up. - You have to up you have to have ah, - data feed for your store products and uploaded to the Google Merchant Center and make sure - that your merchant center and Edwards are linked. - And I mean, - it's all very doable. - But there's just a few more extra steps in line Teoh to get them set up. - Aziz. - Well, - as if you want to, - you know, - kind of make optimization zor changes. - It's a little bit more difficult because you have to work with manipulating the your - product data feed, - and, - um, - the last, - also a con is so attacks bottom of the funnel. - So I have this as a pro and con, - because on the good hand, - they convert well, - generally can provide positive r A y. - But then on the bad hand, - you know, - they don't They're not the best for, - you know, - long term. - They're not really building much brand equity. - Someone you know knows something that they want. - You know, - the brand, - you know, - the name of the product, - they search for it, - you know, - they see your ad to click on it. - They buy you get a sale. - But it doesn't really doesn't help you keep your funnel full for, - you know, - future purchases. - Um, - so there we have it some pros and cons of Pillay's, - and we'll get into some more info in these next videos. 9. Who are PLAs For: - now who are P. - L. - A. - Is for this is fairly straightforward, - but peel a product listing ads are for e commerce businesses and e commerce businesses only - to get to use pl ays. - You have to sign up and upload your products to the Google Immersion Center and you're only - gonna be uploading products if you are an e commerce business. - So Pillay's our for e commerce businesses, - and I would recommend them to all e commerce businesses. - That is all there is about that. 10. PLA Best Practices : - all right, - so going to run through some quick hits for pl a product listing ads Best practices for e - commerce businesses to take advantage of p lays on the best way possible. - So just some quick hits, - um, - one is going to be to have a unique image and product description for your in your data - feed for your products. - So the unique image is important because if you're selling products that other people are - selling as well, - having a unique image is gonna allow your products to differentiate on the product listing - ads. - Get some more attention, - get more clicks. - Same with the product descriptions. - If you have unique products, - product descriptions, - it will. - It helps differentiate your products in Google shopping. - Get some more attention, - potentially get some more clicks. - Um, - the next is this is important is to segment your P lays I recommend, - based on margins. - So the default or the you know the first setting when you just up when you upload your - products to merchant center, - sink them with AdWords and, - you know, - start running these Pillay's The default is toe. - Have you know one product group of all your products and one bid. - This is usually not ideal because most retailers sell a variety of products in a variety of - different price ranges. - So if you have some products that say, - you know, - you make a sale and you make on the low end 5 10 $20 and you have some really high end - products that you have, - you know, - the higher margins on maybe you make 102 100 you know, - hundreds plus of dollars. - Your you know, - the amount that you'd be willing to pay per click and the amount that you can pay per click - that it will still be profitable for you are gonna be different. - So my recommendation is to segment your pl ays based off of, - you know, - based off of the Martins you can get so your low margin products bid lower high margin - products. - You're able to did hire, - um, - moving on from there. - Uh, - this kind of Ah, - well, - yes, - it is important Mawr, - you know, - kind of off of the ads, - but you want to optimize your product pages. - So if you're running your peel A's, - you're getting clicks. - You know, - if they're not converting that well, - you know, - take a look at the pages where you're actually getting that traffic and maybe you re right - . - Better product descriptions. - You know, - see if you can talk to some customers, - get some reviews, - build that trust, - get some credibility there. - You know, - make sure your website is doing its job and you know, - the product pages convert like they should. - Because, - of course, - that's an essential part of making the sale, - and last is going to be to use negative keywords. - So with product listing ads, - you know, - Google pretty much dictates where you know they choose where your ads are gonna show or - they look at your products and determine where you know what search terms, - what product search terms, - your ads irrelevant foreign, - therefore, - show up for so you know, - they choose the kind of know the breath of opportunity. - And, - you know, - there's not a ton that you can do to manipulate that. - But what you can do is add, - you know, - certain search terms that you don't want to show for. - So, - for example, - with product listing ads, - I think some of the best opportunity and the reasons why they're good. - Is it good for cash flow for e commerce businesses. - They target pretty bottom of the funnel. - You know, - branded terms are pretty bottom of the funnel, - and they convert well, - so targeting brand terms is good. - But if you look in your you know your analytics or add worth and see that a lot of your - clicks air coming from less branded terms, - so say so. - Go back to the baseball bat Easton Baseball bats. - Example. - If you see a lot of your clicks air coming from, - you know, - non branded But just, - you know, - baseball bats. - And maybe it's not converting that. - Well, - you could add, - you know, - quote baseball bat as a negative keyword so that you know your ads aren't gonna show up - there. - They're only gonna show firm or, - you know, - for more specific branded and bottom of the final terms and therefore convert better. - So it was just some quick its appeal, - a best practices. - I have some, - you know, - there's a lot more that we could dig into this, - Um, - I'm gonna, - you know, - all share some more. - Resource is that you can check out to, - you know, - learn more, - but this is, - you know, - some quick stuff to definitely keep in mind to get the best value out of your product. - Listing ads 11. How to Get Started With PLAs: - So now we know what Pillay's are. - Some pros and cons. - Best practices. - Let's talk about how to get started with Pillay's so Pillay's are a little bit more - complicated, - actually, - than some of the other. - Some of the other kind of advertising options to get started with P. - L. - A. - Is the first thing that you need Is Teoh signed up for Google Merchant Center. - Also, - For all these things, - I'll be providing links in the resource section for you to, - you know, - for you to check out. - If you into, - you know, - actually, - get get this stuff going. - So first you need ah, - Google Merchant Center account, - and then you need to upload your products to that Google Merchant Center account. - You need to sign up for a and set up in AdWords account. - Then you can link the to the You have to link your Google Merchant Center and your AdWords - account, - which is not that difficult and set up A, - you know, - then create a campaign, - specifically a Google shopping campaign. - So that's what you have to to get started. - If you have any questions, - please don't hesitate to reach out. - Like I said, - I'll share some mawr more resource is for you to dig into this stuff. - You know, - mawr yourself in the resource section. - And, - uh, - yeah, - let me know if you need any help and hope they go well for you. - Thanks. - And see you in the next section. 12. What are Search Ads and How do they work: - all right now moving on to the bohemian advertising platform of search ads by Google. - So search ads are what bring in the vast, - vast majority of Google's revenue. - And when they were originally invented, - or when they came about really revolutionized advertising for for advertisers, - never before were you able to get such immediate response to your ads and have them so - targeted, - like you are able to do with search ads. - So they're really cool. - They're huge. - Um, - let's take a look at what they are. - So here we go. - Here's a ah page from Google search. - You see in the searches, - um, - baseball bat. - Similar term to what we're looking at with Google shopping. - If you remember from the Google shopping videos, - you see the you know, - the Google shopping results are the one with the images and in the red, - that is the those are the Google AdWords search cured search results. - So you see in them those again the red box, - those are going to be displayed above and to the right of the organic listings. - Um, - they have ah, - you know, - usually show up with the title. - Some, - you know, - some add text and a link. - You also you know, - these convey be Sometimes there's a little, - you know, - add ons you could have, - like, - you see some some site links that can go there sometimes a phone number. - But for the most part, - you know, - the basics of these search ads are going to be ah, - headline some, - you know, - ad copy and the link. - So how do search ads work? - Um, - they're pretty easy to set up. - Um, - and pretty, - I guess. - I think simple to understand, - you know, - basically, - like I was saying, - the elements you've got your landing page, - the page that you're sending the traffic. - So here's ah screenshot of if you're in in Google AdWords and are setting up a campaign, - you know, - what you gotta do is you just enter the landing page or the page that you want to send the - traffic. - Ah, - and then you enter the keywords which you want your ad to show up for. - So you know, - they're keywords can be basically anything, - which gives you a lot of options and opportunity with search ads. - Because people are basically searching for anything and could be searching for anything. - You can then advertise on basically anything. - So you get your landing page put in your keywords, - then last is you write your ads. - Um, - you call, - but the headline, - Some ad copy. - So you see, - here is just ah, - have my destination. - Your l as my website, - make Ensberg dot com, - um, - and see some, - you know, - examples, - then over there of some some ads and the ad format, - but pretty simple. - You know, - you set up the landing page, - the destination page, - right, - Some right, - some ad copy and choose the key words that you want to advertise on. - And boom, - you're ads show up for for those keywords. - So, - um, - lots more to talk about with this, - which we will get into in further videos. - But that's just the basics. - What they are, - how their work will get into more here in the next videos. 13. Google Search Ad Pros and Cons: - all rights. - Now that we know what search ads are and how they work, - let's talk about some pros and cons of using this type of paid traffic. - So first, - go with the pros with search ads. - Google search ads. - Specifically, - you can advertise on almost anything, - so this gives you a lot of, - you know, - free range to try many different things. - You can get creative with your approach. - You know, - this is something where it allows, - you know, - someone with it with, - ah, - more experience with AdWords and search ads, - too. - You really make an impact because they can, - you know, - get creative. - And you probably have some tricks up their sleeve that they have, - you know, - learned from from running different. - Ah, - different campaigns in the past. - So it's a pro, - you know, - very flexible, - very diverse. - You can, - you know, - go in a ton of different directions for them. - And they can potentially be, - you know, - take advantage of for pretty much every business. - Another thing is, - another pro is the traffic potential. - So, - you know, - Google is huge. - The search volume on Google is huge, - so, - you know, - relative to some other you know, - angles of paid traffic. - There's you can get, - you know, - if you want to. - You know, - if you have a budget for it, - you can generally get a lot of traffic. - So, - you know, - that's a good thing. - A lot of traffic, - if you know, - set up well. - Would be leads, - conversions, - sales, - etcetera. - So another pro is This is I guess a big contrast to the product listing ads is you have a - lot more control so you can choose exactly what keywords you wanna advertise on. - You choose exactly what? - What? - The ad text and you can you know, - tweak and test different things against each other. - You choose exactly what the landing pages, - and you know all these things you can, - you know, - test, - you know, - against each other and split test in, - you know, - in different campaigns to see what works the best. - So you've got a lot of control over the the entire process, - which I think is a good thing also with the search ads. - Because, - you know, - people search for almost anything and you can advertise on almost all search terms. - This you know, - you have the opportunity with with Edwards Teoh, - attack the top and bottom of the funnel so you can go after buying keywords related to your - products. - You can go after, - you know mawr. - Top of the funnel. - Just, - you know, - general enquiries or things related to your space. - You can go after tan gentle stuff to try to get people you know then first introduced and - interested in your brand. - You can really know AdWords you can do so much with and yeah, - that's Ah, - that's a good thing. - It's a pro. - So let's go over some cons. - Um, - AdWords can get a little expensive there, - say the most. - It's it's the most mature advertising, - like a paid traffic option compared to the stuff available on Facebook and even the other - Thea. - Other advertising options on Google AdWords have been around the longest. - People have been bidding on them the longest and having success with them the longest, - which has, - you know, - in a lot of keywords, - driven up costs. - You know, - I've seen, - you know, - keywords. - Getting says expensive is 10 2030 50 plus dollars a click, - and you know those can can get pricey. - Also, - another con is you know, - while it's a good thing that you have a lot of flexibility and you can be creative and - advertise on lots of things and play with different keywords and landing pages, - etcetera. - It can be difficult to, - you know, - find a positive are oi combo. - You know, - just because you find good keywords and have good landing pages, - You know, - not every campaign is going to generate positive r A y. - And because you have, - you know, - there's a lot of different potential variables. - And just because the nature of Edwards and being the mature platform, - it is the clicks to be more expensive, - it could be, - You know, - it can be difficult to get positive R A y and, - um, - last is going to be kind of an extension of the other points is that inexperience can be - costly if you, - you know, - don't really know what you're doing with AdWords. - You set up your campaign, - you know, - if you overlook certain, - you know, - certain settings that you just might not, - you know that you might not think are important if you don't have experience with them. - That could lead to really ineffective clicks and a really high bill without conversions. - So, - um you know t get started if you want to get started on yourself. - You know, - definitely. - I definitely recommend doing that. - It's the best way to learn. - But, - you know, - be sure to, - you know, - take it slow. - Make sure your budgets are managed and, - um, - you know, - start slow and extend from there. - So search ads, - some pros and cons a lot of good and, - you know, - some bad as well. - So, - uh, - that sets and we'll get onto some more stuff in the next videos. 14. Who are Search Ads good for: - all rights. - Now that we know what search ads are, - how they work. - Some pros and cons. - Let's talk about who are Google search ads. - Good for. - So since we know how dynamic they can be, - how you can advertise on pretty much anything, - Uh, - the short answer is anyone you know, - I'd say potentially any business could have success with search ads. - Or, - more accurately, - there isn't any type of business that AdWords is or isn't for. - You know, - many, - many different types of businesses you know can have success. - There isn't, - um, - you know, - certain ones that they are, - you know, - more after less apt to take advantage of search ads than than others. - So, - you see, - we got e commerce businesses, - local businesses, - service businesses, - software companies, - media companies really more. - I think that Google search ads are the best place to start for most businesses. - Because of some of the stuff that we've talked about, - you can attack different parts of the funnel you can get really tailored with. - You know what you're offering. - You know, - people are on Google, - you know, - they're they're searching, - looking for things, - and so you can position your offer your products really in front of the people that are - looking for it, - which has a good opportunity to convert. - You know, - Google search ads. - You can, - you know, - target pretty low in that funnel. - And so I think that's you know, - that's my recommendation for most businesses if they want to start out with paid traffic to - get started with search ads, - because you can, - you know, - get, - as you know, - targeted. - You really target the bottom of the funnel, - get some buying keywords and see if you get those to work and then move up from there, - which I think makes more sense than starting trying to get some, - you know, - top of the funnel stuff to convert, - which is going to be generally more difficult and working your way down. - I think. - Better to, - you know, - go with the lowest hanging fruit possible the stuff that's going to have the best chance of - converting, - which a lot of cases is going to be, - you know, - really specific buying keywords with search ads. - So search edge, - I think, - great place to start. - For most businesses, - my recommendation for getting started with paid traffic, - um, - usually is going to be with search ads 15. Google Search Ads Best Practices : - All right, - Snow, - some search ad. - Best practices. - Now, - this is a really, - really deep topic. - And people have written, - you know, - books on this stuff in their websites dedicated to search ads, - breast practices. - So right now, - I'm just gonna go over some quick tips, - some high level stuff that hopefully will get you started on the right foot. - Um, - so the first really, - really important is to track everything. - You got to make sure that your adwords is linked with your analytics and you have the - appropriate goals set up and that you're really tracking and monitoring because otherwise - you're not. - So say you have success. - Um, - if you're if everything isn't track properly, - you're not gonna know where that's coming from. - And so you're not gonna be able to optimize and improve. - So you just gotta, - you know, - tracking everything and, - you know, - make sure all the tracking is set up properly really important. - Ah, - the next is to have a high congruence e between your keyword your ad in your landing page. - So if you have a high congruence e between all those three that's gonna give you a high - quality score in Google for your ad, - which means that you will rank higher and get clicks cheaper. - So that's good. - You wanna have, - you know, - have the key word. - Your advertising on the ad, - you know, - talking about that cured and the landing page relating to that ad and keyword is going toe - get you the cheapest clicks. - It's also important to pay attention to targeting settings some of the default settings on - when you set up a campaign or things like ads running every day and all hours of the day. - So, - depending on what it is you're selling, - I'm willing to bet that people are going to be less likely to make a purchase at three in - the morning than three in the afternoon. - So, - you know, - to tighten up your budget. - Think you know a good thing that you could do is not advertise in the middle of the night. - People are generally less likely to buy then, - so that's pay attention, - stuff like ah, - the time and days that your advertising, - as well as location, - etcetera So another. - I think a good tip is targeting mobile for legion. - So that's gonna be stuff like business, - like service service providers, - where you're gonna be more likely to call so stuff like be a plumber Construction the - lawyer. - You know, - someone that you know your desired action is for them to, - you know, - pick up the phone and call you is good to target Mobile because they're already on their - phone, - they can just click and they'll be, - You know, - that's what you want. - They'll call you whereas targeting desktop for sale. - So I think people are They're less likely to make an actual purchase of something if - they're playing on their phone. - Uh, - compared to if they are, - you know, - sitting at their desktop. - So again, - you know, - under their targeting setting, - to be to be aware of next is to, - ah, - I think especially to start its focus on buying keywords like I was talking about in one of - the previous videos. - I think that, - um, - a general good pay traffic strategy is start with the lowest lowest of the funnel highest - aware customers that are gonna be most likely to convert. - And by and then, - you know, - make sure that you can get that tow work and then work your way up. - So with, - you know, - with Google, - you're able to do that, - you can focus on buying keywords. - So, - you know, - stuff like, - if you're looking for a product, - could be, - you know, - best product. - Um, - you know, - newest product product, - you know, - x product price. - You know, - something like that is going to be, - you know, - mawr targeted than, - you know, - just mawr General. - If it's just, - you know, - products. - So you can add some of these modifying words that are going to, - you know, - B. - It's it's going Teoh, - you know, - show mawr buying intent from the person that is searching for them. - If you do a search for buying keywords, - you'll see lots of lots of information and you know some tips on that. - So ah ah, - kind of continuance from that of the buying keywords. - You know where your keywords fall on the awareness scale in the buying funnel. - So, - like I was saying, - I think it's good practice to start at the bottom of the funnel on the most aware targeting - , - you know, - the buyers that are most likely to buy you also. - Yet you can, - you know, - target the entire funnel with different variations of keywords or, - you know, - different difference kind of strategies with with Edwards and just, - you know, - be aware of that. - So don't send a, - you know, - if you're targeting some, - you know, - loosely related keyword view mawr, - top of the funnel. - Don't send that to a sales page. - You know, - send that to a page with information that they can get MAWR, - you know, - become familiar with your brand. - Um, - you know, - maybe lead them to an opt in as opposed to you. - If you're targeting some of those buying keywords, - you know, - send them to a page where they can buy. - Don't send them to, - ah, - home page where they can, - you know, - mosey around. - You know you want toe. - Send the buying keywords two pages where people can buy and send them. - Or top of the funnel, - lower aware keywords to places where you can introduce them to your brand. - The last thing is to segment campaigns, - you know, - I think this is really this is really crucial for tracking and be able to see what works. - You know. - Don't throw all your keywords on one on one ad group that with one ad, - that is, - you know, - and then that's you dump all your money into that. - You know, - it's much better to have, - you know, - specific, - segmented campaigns for all the different things. - So, - you know, - say you have four different services that you offer have different campaigns for each of - those services that target different keywords with different ads. - And that way you can see if something goes well, - you can see specifically which campaign is going well, - and you can double down or, - you know, - modify from there as opposed to If everything is thrown together in something, - you know, - maybe one things going well, - it's It just makes it a lot more muddled and clustered and difficult to track and monitor, - So segmenting campaigns, - definitely important. - Also said kind of a note back to the mobile targeting Mobile versus desktop. - Think it's good to know segment that I like to, - for my campaigns have, - you know, - even if we're targeting the same stuff, - have one campaign that's targeting Mobile one campaign that's targeting desktop. - So it's another example of segmenting, - and I just think it is good practice. - So keep this in mind, - I will. - A list of resource is to a lot more information if you are interested, - Um, - you know there's a ton a ton of information on, - you know, - AdWords and search search ads. - Best practices that you can dig into on your own. - But I hope that this gives you a good start. 16. How to get started with Google Search Ads: - now to getting started with Google search ads Really easy to get started with. - They have a pretty optimized on boarding process to get you going to make it pretty easy - for you. - So basically, - go to adwords dot google dot com signing with your account and they will guide you pretty. - Like I said, - they'll they'll hand hold your hand pretty well, - going through the steps to set up a campaign. - Select your landing page, - select your keywords, - create your ads and boom! - You'll be often running if you want to go back to the first video in this section where you - talk about what AdWords are and how they work. - Um, - I walk through then, - uh, - just show screenshots of the steps, - but it's really simple. - Google makes it really easy for you to get started. - And I think like with most things, - the best way to learn something and figure something out is to just do it and get started. - And you know you'll learn more from actually running a campaign and trying things then you - ever could from just reading or, - um, - you know, - watching some videos about how to do something, - so I encourage you get started, - have over two AdWords at google dot com. - Start. - You know, - just started campaign that being said don't want you to waste your money, - and there definitely is some one of a learning curve. - So I recommend Start with a low budget. - If you have questions, - wants more info on this. - I know there's some some good links in the resource section as well as feel free to shoot - me an email. - Reach out. - I want to help if I can, - so ah, - yeah, - don't hesitate, - Um, - NATO at naked Zberg dot com and, - yeah, - just get started and I look forward Teoh, - seeing the success that you have with your business. 17. Walkthrough Setting Up Google Search Campaign : all rights. Now I want to just walk through setting up a Google search campaign so you can see that it's a pretty quick It's pretty easy, pretty painless. So to start, here we are. We're just logged into the ah to the AdWords interface when I click that big red button ad campaign and we want to do a search campaign, so get that loaded first. Want to give it a name? So for this example, we're gonna use my friend Wills Men's like Body Wash Men's Wash Company. And it is called Chiefs. So it's like the type want to be searched network only. That's going to be the different options. Going to stick with standard standard options all features gives you a little bit more kind of customization. But standard is going to be fine for our purposes. The networks want Google Search Network. You include search partners, those air kind of those or other websites that Google has partnered with that also offer search. Um, Miss Yyets? Yeah, I keep it on. It usually is not so consequential. The device you conduce target later choose the location. Just say us, Canada or anywhere else that you want to be targeting the language bid strategy manually. Setting bids for clicks, I think is the right way to do it. Well, to, say, default bid say $1 budget $5 a day at extension. So these air, different things that you can use, Teoh ad says like X add onto your ads. Um, stuff like you can show a location where it'll give your address with the ad site. Links are going to show, you know, specific pages of your site with the ad call extensions going to show a number. Um, we can skip those for now, but, uh, yeah, they actually could be really good to add to take a little bit of configuring, but they could be good to include increase, click through rates, get more people to click your ads so anyway will save and continue and now going to create some ad groups. Google does a pretty good job of walking us through This product we're going to do is this Ah, chiefs for men energizing shave cream. So that's post that their Google actually, they try to make this really easy and, well, you know, actually scanned the page and pull, Um, you know, pull some different keywords ideas. So let's just say, ah, shaving cream. And so that's the ad group name we're gonna So then have key words that are relates that ad group men's shaving cream, best shaving cream, shaving cream for men, etcetera. So Google has that. You know, they give us some keywords suggestions as well, which can be really helpful. But it's gonna be careful because it can get easy when you're adding keywords that all of a sudden you add all these keywords that, you know, maybe some aren't aren't so relevant. And one thing to kind of keep in mind is Google wants you there. Goal is to get to you to spend more money on their platform. They want to make it as easy as possible for you to advertise as much as possible, because that's how they make money. So while a lot of the stuff that you know they offer is can be very helpful, you just have toe, you know, be careful that you don't get to wrapped up in how easy it is and end up spending all this money that you I didn't want. Teoh so and it will just keep this one simple. Got a couple key words. Add group. Um boom. Will, um, continue to make the ads, so headline will just say so. This is called energizing, energizing, shaving cream energizing Korean. Perfect. It fits. Um, so this is gonna be the display. You are all so actually make that breed anything that you want. That's just the girl that's going to displayed there. Over on the ad. It's energizing face cream. Let's see. Wake up with a close and nick free shave that will energize you in seconds. Look, wake up the nick free shave, okay? Maybe wake up with a close shave that will energize you in seconds. Um, there we go. Save and save and finish And boom. There you go. We have this ad created Simple. Is that, um, yeah. There you go. It's really easy. And ah, you know, I think the best advice is to get started and start small and test and see what works if you got any questions. Ah, you know, Want to help with anything? Feel free to reach out. I'm happy to help. So there you go. Catch you in the next video. 18. What are FB Ads and How do they work: - all rights now on to Facebook ads. - So to start, - let's take a look at what they are. - So you see here this is ah, - screenshot from my my Facebook newsfeed and you see in the red box these are Facebook ads. - You see they have in the in the main newsfeed. - They have the sponsored post suggested post. - That's a that's a paid and as well as on the sidebars. - They've got to see sponsored posts there as well. - So that's where they show up. - Let's take a look at how do Facebook ads work? - So when you get started with Facebook ads, - you, - ah, - the first kind of screen or thing you're prompted to decide is what kind of results do you - want for your ad? - You want click toe website, - website conversion paid, - posted engagement page like Ah, - etcetera. - So you know, - there's a lot of different stuff that you can that you can do with Facebook ads and - something that's kind of different about Facebook ads compared to Google ads is that you - can, - you know you can promote your um, - I guess you can do more than just send clicks toe website. - You can promote your page and your post. - And you know, - as you can see, - there's a lot of their a lot of different options here, - which is good. - But also, - you know, - has some negatives, - which will talk about later on the next. - The next part of the Facebook ad is you need to create an image, - so this is a really important step because a lot of the Facebook ads are on ah CPM model. - So that means you're you're not build per click your build per how many times your ad is - shown. - So if your ad is more attractive and you know, - attracts clicks better than you know than a different ad, - you could be getting the clicks for cheaper, - so it's good to, - you know, - So it's important to make toe have good ads, - good images, - and I suggest using multiple ads, - but we'll get on that more later anyway. - You next step is to create the image the ah, - the ad for your campaign. - Then you can add some text. - You add a headline. - You know, - add some text below to show up on the ad, - and ah, - you know, - you can also have the image or the ad itself contained some, - you know, - text or calls to actions. - This is just, - you know, - some or more. - Ah, - you know, - text that can show up with your ad. - So once you got that onto the fun stuff, - the targeting. - So this is another big differentiator from Google. - Is that is Thea different targeting options with facebook ads. - So, - you know, - the Google we know we target based off of, - you know, - search term keywords with Facebook. - It's targeting mawr based off of the information that we give them. - So think about the information that you fill out on your profile. - You give generally your age, - location, - maybe occupation, - past occupations, - your interests. - Um, - yeah, - you know, - your facebook, - you know, - liking all this different kinds of stuff, - and so Facebook can gather a lot of, - you know, - kind more like interest data on you. - And so, - with the Facebook ads, - you know, - that's more how they're targeted your target people based off of some of these different - demographics or interests, - as opposed to targeting specific search terms. - So Facebook, - there's some interesting, - you know, - demographic stuff that you can target people that are certain age, - certain professions you know, - people that have, - uh, - yeah, - you know, - difference. - Like interests, - hobbies, - people that spend money, - different ways. - There's it was really some because it's, - um, - interesting. - You know, - targeting settings for Facebook ads, - which we'll get into later is, - you know, - is generally good, - but it also has some drawbacks. - But so there you go. - That is that's how the ads work. - You put in the information, - and then you let the ads running. - The ads are going to be shown to people that fit, - whatever that demographic is that you're targeting. - Um, - yeah. - So that's that, - um, - we'll get into some more good stuff about pros, - cons how to best use thes Facebook ads who therefore in some of the next videos 19. Facebook Ads Pros and Cons: - all right. - Now that we know a little bit about what Facebook ads are and how they work, - let's take a look at some pros and cons. - So starting with the pros, - Facebook ads have some really interesting targeting options, - so you can target people based off of their interests. - You know another, - I think particularly interesting targeting option on Facebook is you can target people - based off of their professions. - So if you have a product or service that is geared towards a certain profession, - um, - are certain interest group you can you know you can target those people easier on Facebook - than, - say, - Google. - Another pro is. - There's a lot of ad types, - so you can do a lot of things like we touched on a little bit in the last video you can get - , - ah, - website clicks. - Page likes app, - installs. - Um, - you know, - promote events. - There's a lot of different. - There's a lot of Yeah, - you can do many different things with the Facebook ads, - which is generally good. - You have a lot of options. - So another pro is. - You know, - Facebook has a huge audience. - That means that you can potentially get your ads in front of you know many, - many people and you know it's good. - You can get a lot of a lot of attention. - Action there. - Ah, - the next. - Another pro is you know Facebook is compared to Google is a less mature advertising - platform. - It's newer, - less people are advertising their so you can get some. - So at times you can get some relatively cheap, - relatively cheap clicks, - especially compared to Google. - If you're getting you know it clicks to your website, - you can usually get them cheaper on Facebook vs for your advertising on Google AdWords and - another pro. - Or a cool thing that you have the opportunity with with Facebook ads is the whole share a - bowl and vier ality factor You on Facebook if you have ah, - you know, - a really cool promotion or really cool ad promoting something that people really like and - they're passionate about. - And they get behind you. - Can you know that that ad can then kind of go viral or people can, - you know, - share it, - which is going Teoh. - You know, - they're gonna be then promoting that ad for you. - And that could have ah, - you know, - potentially, - you know, - calm pounding reach and compounding effect. - That's something that you're not going to find You're not gonna get with, - you know, - with Facebook ads. - So just cause you know, - the nature of Facebook and social media is people share things and, - you know, - things can go viral. - So that means that, - you know, - your ads have the potential to catch and get shares. - And, - um, - you know, - reach a lot more people than you are kind of originally, - you know, - paying for. - And, - you know, - when people share stuff, - you get the additional kind of like social, - the social proof of other people sharing it and promoting it for you. - So those are some pros, - Some good things about Facebook ads. - Now, - let's take a look at a few cons. - So I think the biggest the biggest con of ah Facebook ads is that s actually compared to - Google. - There is less buying intent. - You know, - people are generally on social media too, - you know, - relax to play around to kind of escape. - They're not generally browsing social media, - thinking of things that they can buy. - So because of that, - you know, - in general the traffic you're gonna get from Facebook and Yeah, - it could be cheaper, - but it's usually going to be, - you know, - more higher in the funnel. - These were going to be less aware customers or prospective customers than people that are, - you know, - typing in the specific search terms for, - you know, - that are looking for something on Google. - So the less buying intense is, - uh, - you know, - makes it a little bit more difficult to get sales and conversions And ah, - Khan, - this is Ah, - you know, - I know. - I also listen, - this is listed this as a as a pro, - but there's lots of different ad types and lots of different targeting options that just - makes it, - you know, - potentially difficult. - Teoh. - You know, - we'd through the clutter to find what is going to work best for you and what does work best - for you. - So you've got so many options, - you can try so many different things. - Um, - you know, - that could just make it difficult to find the one thing that is going to work best for you - . - The sort of an extension on that is that the inexperience can be costly. - So this is, - I think, - especially true with the Facebook ads. - If you don't really know what you're doing and are targeting lots of different things or - running some of these campaigns that you're not really you don't have, - you know, - some clear goals, - goals in mind or, - you know, - sets, - you know, - process down for for what you're doing, - you can really easily rack up a spend and not see results. - So, - um, - with, - you know, - Facebook ads. - If you know I definitely recommend getting started, - we'll touch on which businesses Facebook ads make sense for in, - ah, - a future video. - But, - you know, - I definitely recommend getting started and trying things yourself. - That's the best way to learn. - But, - you know, - make sure that you have, - ah, - a set budget moderated budget. - You don't want to spend all your money without seeing results. - And the last kind of a con is the interface. - To manage the Facebook ads is getting a little bit better, - but it's still pretty clunky especially, - you know, - compared to Google, - the Facebook ads are newer, - I said There, - you know it's a less mature ad platform, - and, - you know the interface is just it's It's a little clunky, - especially if you're running a lot of different ads, - and you have a lot of different campaigns and are targeting a lot of different stuff. - It just gets a bit messy. - So there you have it. - Some pros and cons of Facebook ads will talk about who Facebook ads are best for in the - next video. 20. Who are Facebook Ads for: - Now let's take a look at who Facebook ads are for. - So, - unlike Google search ads, - I'd say Facebook ads are not for every business. - You know, - there's a lot of businesses that can take advantage of Facebook and should take advantage - of Facebook ads. - But, - um, - you know, - it's not every business like, - like search ads. - So let's take a look at what businesses are best for Facebook outs. - All right, - So first we got businesses that are share a ble slash have shareable content. - This is kind of the nature of social media as a platform, - you know, - people are, - they're having fun. - They're sharing things, - things can go viral. - And that's great for businesses that have shareable content and our share a bill themselves - much more likely to, - you know, - engage the Facebook audience than businesses that are more boring. - Next is going to be businesses that can take advantage of the Facebook targeting options. - So, - you know, - the targeting options like we talked about in the first bit in the first video are - different on Facebook than on Google, - and so on Facebook. - You can particular take advantage if you're targeting certain professions because you can - target. - You know, - you can serve your ads to people based off of their profession or age group. - You know, - certain interests. - So stuff like that. - You know, - if you can if you can take advantage of those the targeting options that are specific to - Facebook, - you know, - that's that's a good thing. - And, - you know, - there could be opportunity there for your business. - The next is gonna be businesses with that are strong and Facebook marketing, - you know, - already here to begin with. - So if you've got good Facebook marketing down active page, - lots of people there, - you know you know what you're doing, - then using Facebook ads can be a way to further boost that. - And, - you know, - really, - even, - you know, - blow that out and have more success and dull last. - This is Ah, - Big One is really important. - I think we'll Facebook ads are, - you know, - can be really good for businesses with strong opt ins and funnels. - So what I mean by this is kind of like what, - like we're talking about a little bit before, - um, - Facebook is social media. - People are generally there with less spying intent than someone that's on Google and you - know, - typing specifically in what they're looking for with Facebook, - you know, - we gonna have to draw their attention and get them to pay attention to us to get them toe - onto our site, - to introduce them to us, - and then eventually want to get them to, - you know, - make a sale. - So to do that, - I think you know a good way to do that on Facebook is to promote some sort of a good opt in - . - You know, - you have some good shareable content or some good opt in, - opt in Bates E book or downloadable something that you get people you can promote that on - Facebook, - get people there, - get people to your sites. - But then you know it's your job, - then to work that work, - that prospect down your funnel to get them to buy, - because I think they're gonna be less likely to buy immediately than with search ads. - So, - yeah, - businesses with have you no good? - Opt in and funnel, - I think are more poised for success on Facebook because the traffic is mawr. - Top of the funnel, - you know, - generally less aware than the search traffic. - So there you have it. - Um some yet thanks for businesses that I think could have some success with Facebook ads. - Any questions? - Feel free. - Shoot me an email. - NATO nations were dot com. - You know I want to help in any way that I can, - and we'll dig into some best practices here now in the next video. 21. Facebook Ad Best Practices : - all rights, - Some Facebook ads, - best practices dumb again. - This, - like the Google search ads, - best practices. - This is a really deep topic. - People have written, - you know, - books. - And there's websites dedicated to this kind of stuff. - So I'm just gonna try to hit on some quick hits that could help get you started. - And also provide some resource is for you to dig into this more on your own. - And, - yeah, - again with any of the stuff. - Feel free to get in touch with me. - Ask any questions. - I'm happy to help. - So Facebook ads Best practices. - 1st 1 this is a big one. - You want to try one thing at a time, - really? - Segment your ads so you're targeting and your type of ad. - So what? - What I mean by that is with the targeting, - you wouldn't want to target teachers who are interested in baseball and are interested in - sports and are interested in guitar. - You would want to target one of those at a time. - Or maybe teachers that air if you want to target teachers based off of different interests - , - have one campaign that's running with teachers that are interested in sports. - Another campaign with teachers that are interested in music. - Um, - it's really important to, - you know, - keep these. - Keep these ads separate. - Because if you are targeting, - you know, - if you target all of these different things at once, - then you don't know which segment could be the one that is, - you know, - gonna be bringing you success. - So you wanna keep things, - keep things segmented and split up so that you can see what works, - and no. - Then which of those targeting settings work? - So you can double down on them as opposed to everything Be muddled because it's all thrown - into one campaign also with a type of ad, - you know, - you could have the news feed or the sidebar. - So, - you know, - segment based on that to run one campaign with the newsfeed one campaign with the sidebar - and then you can, - you know, - see more specifically, - you know which one works and how well they work instead of all the data being kind of - muddled. - The next thing it's is something I know I talked about in the last video. - But I think the best way to use Facebook ads is promoting some sort of opt in content to - get people Teoh, - you know, - enter their email, - sign up for your mailing list and then get them into your funnel where then you can move - them up the awareness ladder, - move them down your funnel and get them to, - you know, - till they're ready to buy you again. - With Facebook, - the traffic is it's less. - It's less buying intent generally than then something like Google. - People are on Facebook to have fun to escape. - They're not thinking I'm trying to make a purchase right now. - So you know, - leading them gently into your offers is I think you'd have more success. - So treating it so moving on to the next point, - treating the traffic as you know more top of the funnel as less aware, - you know that's going to lead to, - you know, - having more success than if you just send all this traffic directly to Ah, - a sales landing page is, - you know, - I think that that's not gonna be as effective. - Whereas if you promote the opting content, - get people to opt in and then, - you know, - move them down. - Your funnel with your content is that that's how you're gonna have more success with - Facebook ads and at the last is to try four or five different banners. - Images for your ads. - You know, - it's really good to, - you know, - you really got to be split testing that stuff because, - like I said, - a lot of the Facebook the payment model is based on an impressions basis, - not per click. - So if you have one ad that gets significantly better engagement than that could get you - many more clicks per impressions, - which is gonna be cheaper clicks because you pay based off of impressions. - So you want to try, - You know, - four or five different banners, - you know, - different. - Ah, - you know, - banners, - images for your ads to see if you know one of them or, - you know some of them will outperform the other ones. - Then you know, - again, - once you find ones that perform well, - you know, - put that against you. - Take that intel and try to build more ads that are similar to that. - Try some different things to continuously get better. - Click through rates on also, - if it's important to have different to continuously have different ads on Facebook, - because if you run the same at all the time it can get stale. - And the longer you run the same ad, - you know, - people can become more blind to that and it will get less engagement, - less clicks and you know will be less effective. - So important to try different banners for your ads. - Definitely, - they're ago. - Facebook ads, - Best practices. - There's a lot more we could talk about this, - and I will share some links to Resource is so you can dig into it more yourself. 22. Get Started with Facebook Ads: - so how to get started with Facebook ads? - We know what they are, - how to use them, - who they're good for. - Time to get started. - So what do we dio Just start? - Um you know, - you're gonna learn the most from getting your hands dirty, - trying things and just getting hands on experience with this stuff. - So just start that being said, - you know, - the learning curve can be a bit steeping costly, - so I encourage you to start small, - but you just set up, - you know, - Ah, - small budget. - A couple dollars a day to start playing around and, - you know, - get that hands on experience that is going to be so valuable to you. - So how to you know where to actually get started with these ads? - Here's you see, - is just a screenshot from my Facebook home feed. - If you click up in the that icon in the top, - right on the, - uh, - on that search bar, - scroll down. - You'll see. - There's Thea. - Create ads, - create ads button. - So there you go. - You all click that and Facebook will lead you through the process. - Teoh getting started with your ads. - Uh, - there you go again. - You know any questions. - Feel free to reach out to me. - Nate at naked eyes were dot com happy to help. - And there you go, - looking forward to getting started and seeing how these Facebook ads work for you. 23. Facebook Ad Video Walkthrough : Hey, everyone, Right now I want to walk through how to create a Facebook ad. So there's actually a lot of different angles and options, like a little bit of like we talked about her different ads that we can create one that I found to be pretty effective in terms of, you know, less expensive. Then that's mothers and gets good clicks. Engagement is going to be promoting promoting posts from a page. So that's one that we're going to do today. Well, here we are. We are on a This is, ah, site. A client site. And I posted this. I just posted this link to an article on the site that we're going to set up an ad. Teoh Prote it. So what are we going to do? We're gonna go up into that corner and, um, click create ads. That load that is gonna take you to this screen for the different kind of ads that we kind of had we want to create. This is going to get page post engagement, return it, drive, drive, people. Teoh, look at that post which has a link to the page. So choose the page skin carry Chiew that is the recent post that I made gonna continue. It's going to get us into this kind of ad editor here you see the different placement. So we got desktop newsfeed, mobile news, feed right column. But the ads I think it's best to segment and only have one ad targeting one thing specifically at a time. So this will start with the desktop newsfeed customer, Indians location, all the U. S. The age for this one targeting people basically 20 to 40 women, English now so interest. This is where you enter the kinda interest groups that we want to target that we want the ad to show for. So these could be people that have, like, certain pages or general category interests, cause you think of all the information that we give Facebook from pages that we like on Yeah, you know, based off of our our activity there. And so that's how that's how we're able to that target on Facebook. So for this, let's just skin care ensued. It says Downsize skin care products. Um, yeah, that could be good. It's only, uh, it's pretty small reach, though. Let's say so. Garnier Skincare Think that's pretty good. If people have expressed interest in Garnier Skincare, they could be interested in this skin care article. So let's see. Uh, you got that, behaviorists More stuff. You could add two targets to get into the behaviors. Other categories at set name bidding optimized for page, first engagement. That's fine. Let's place the order. All right, so that is it. That ad has been created, and now it's gonna go into kind of the back and add editor. So we're going to see this is the This is the ad right there that I created. And here's the Post that's were boosting says, Do you know the best foundation with dry skin? Check out today with a link and, of course, a message image. And yeah, so we see here. The the status is currently in review. Usually takes Facebook not more than a few hours to our review and approve the ads sometimes quicker. But once that is, you know, once that has been reviewed and approved, that status is go to show that it's on and you can check the stats of your campaign here. So there you go. You know, really simple to set this up. I think the most confusing thing with the Facebook ads is there's so many different options of types of ads to create and different ways to target. But, yeah, you know, the way to find the, you know, the most effective and winning campaign is just to be to try a lot of things. But as you see, you know, the actual setting up in the campaign is is not too difficult. And, uh, yeah, I hope this helps. And, as always, any questions, feel free to let me know I'm happy to help. Thanks. 24. What is Retargeting: - So we've talked about Facebook. - We've talked about Google. - Now let's talk about something that is somewhat a combination of both, - and that is retargeting ads. - So it's looking a quick definition. - Retargeting is a cookie based technology that uses simple uses. - A simple JavaScript code to anonymous, - anonymously Follow your audience all over the web. - So basically, - these are the ads that you go to a website. - They place a cookie or it was a little bit of code onto your browser. - And then when you go around the Web, - theatrics from the pages that you visited are going to follow you. - So say, - how does retargeting work? - I think easiest just to look at an example. - So here, - you see, - this is on ESPN website, - and normally display ads are going to be placed based on, - you know, - stuff that's relevant to the page that they're on. - Ah, - here, - you see, - is an ad for a flight to Chiang Mai from AirAsia, - which is not so no, - not very similar to the content that's on the ESPN page. - So the reason for this is because earlier today I was looking at flights to Chiang Mai on - AirAsia and you know, - there was some some code. - Ah, - you know, - I picked up my browser, - picked up some code or a cookie that, - you know, - that showed that I was on that page. - And so that ad now you know, - is shown to be following me around because I was on that page. - So when it comes to retargeting, - like I said, - this isn't just Facebook or just Google. - There's so you can advertise. - You can do retargeting with Facebook, - you can do retargeting with Google, - and then also there's some third parties, - like perfect audience or admiral, - which kind of manage both of them for you. - So that's the basics, - what it is we'll get into some or pros and cons and how to best use it in these later - videos. 25. Retargeting Pros and Cons: - Now that we know the basics of what retargeting is and how it works, - let's look at some pros and comes. - So the prose is one thes. - They're going to be generally high converting clicks. - And, - you know, - this makes sense because this isn't some, - you know, - random new person that that you're showing your ads do. - This is someone who's been to your site that clearly has, - You know, - that demonstrates some sort of interest or understanding of who you are. - And not only that, - you know, - they see her ad and voluntarily click back to your site. - So you know, - because they're a repeat visitor is ah, - you know. - And they voluntarily clicked on your ad to come back to your site again. - The you know, - the retargeting clicks are usually pretty high. - Converting another pro of this from Ah, - business advertising perspective is when you have the ads that you know that are following - people, - people around it can give your business the impression of being everywhere. - You know, - it keeps you top of mind, - you know, - good for building and showing that brand equity in the people that you know that visit your - site. - Another pro is the since retargeting clicks or generally display ads, - they are, - you know, - pretty cheap eyes, - you know, - especially compared to, - you know, - something like search ads. - So the chicken, - the clicks are cheap, - which is, - you know, - the clicks are cheap, - which is, - you know, - of course, - also good. - And another pro is you can get you can get pretty creative with these, - you know, - offer people additional incentives. - You give them some sort of coupons or, - you know, - promote different things that, - you know they will be interested in because of what pages they visited. - So it's kind of cool. - You know, - you can do some cool stuff, - get creative with, - um, - now, - some cons. - So the biggest con, - really that I've, - you know, - that I've encountered with the retargeting is people confined them creepy. - You know, - on one hand, - you have your business can have the appearance of being everywhere with your ads following - someone around, - but then on the other side of it, - you know, - people can find that a little weird or get kind of creeped out. - So there's that, - too. - Yeah. - Keep in mind. - As a as a con, - I'd say another con is it takes. - So in order to get these up and running, - it does involve, - like, - a bit of code. - You know, - this isn't stuff that's generally very difficult, - but, - you know, - takes a little bit a little bit of, - ah, - technical know how to get them set up as opposed to just running, - you know, - more like Google Search or Facebook ads. - Another con is that the volume of clicks that you can get from retargeting is generally - pretty low because, - you know, - you're only gonna be targeting people that have visited your site before. - And so, - unless you already have a ton of traffic coming to your site, - those ads are going to be shown to a relatively low volume of people, - so low volume means usually not a ton of clicks. - So yeah, - they could be high converting and, - you know, - in cheap and that's great. - But there's unless you get a ton of site traffic to begin with, - the potential volume for the retargeting traffic is going to be fairly low 26. Who is Retargeting for: - So who is retargeting for? - Ah, - for me, - this is a pretty simple answer. - I think retargeting is for every business. - You know, - it's very targeted traffic. - You're only your advertising to people that have already been to your sites. - Um, - it converts. - Well, - the clicks or cheap. - You know, - I I think that every business should I think every business should use re marketing. - So I think, - Yeah, - there's benefit from every business from re marketing. - And yeah, - I think that the pros definitely outweigh the potential creepiness factor of retargeting. - And so I I encourage all of my clients to use re marketing. 27. Retargeting Best Practices : - Now let's take a look at some retargeting best practices. - So the first and I think this is is really I really encourage you to use this when you - implement re marketing, - and that is to create some sort of a special offer. - You know, - they this person visited your website. - You can see what pages they visited it that you can see what pages they visited. - Maybe what products? - You know, - you could target people specifically based off of what offers they were looking at. - And, - you know, - a great way to get people to click back to your site and and to convert is to create some - sort of special offer. - So you could say maybe free shipping or, - you know, - x dollars off If you, - you know, - book. - You know, - if you book now or, - you know, - take advantage of this, - you know, - by now with this service. - So there's some you know, - there's some cool yeah, - discounts and stuff that you can run using re marketing that I seem to be pretty effective - . - So special offers and promotions for the re marketing I think are really good good things - to Dio. - Ah, - the next is to have set up dynamic re marketing, - and this is specifically for e commerce businesses. - But dynamic re marketing is pretty cool because so with three marketing in general, - you can have different ads showing two people, - depending on different pages that they visited. - And you know that's cool. - You can, - you know, - have get creative with that and have really tailored ads based awful pages they visited. - But that's also, - you know, - it can be hard to set up with dynamic re marketing. - Take some of that. - It makes that easier and take some of that work away from you, - and they will display the ads of products that you already visited automatically. - So that's kind of a cool feature, - you know, - able to show these targeted ads of products that people already visited. - And, - um, - yeah, - you don't have to go through all the work of setting specifically up different ads for - every one of your products. - And the last suggestion, - or best practice, - is to use a service that targets both social and display. - So, - like I said, - with the ah, - with the retargeting, - you can do retargeting through Google and then your ads will be shown on Google and the - Google Ad Network. - Or you can do Facebook, - which means your ads were going to be retargeted and re shown on Facebook. - Or there is, - you know, - there are different services that can, - you know, - that will do both of them for you. - So you could instead of signing up for Facebook itself and Google itself, - you can sign up for one of these platforms that will then, - you know, - manage that and run your ads on both places. - For you. - I found that to be just easier. - So I think that's ah, - good practice and recommended dumb. - Speaking of these, - some of these third party services that can manage re marketing for you. - I mentioned perfect audience is one of them. - And ah was funny. - This is something. - As I was putting together this putting together these slides and I visited the perfect - audience website, - I click back to my Facebook and views were the ads that I saw. - So you see here, - this is on my Facebook and these air, - you know, - they clearly followed me and retargeted me on Facebook. - And you see, - here they are offering a $100 credit. - So you know some sort of special offer or promotion, - which I Yeah, - like I said, - A I think it's a good idea. - And you know, - these guys there are retargeting company that definitely know what they're doing so you - could take it from them that the special offers are a good way to take advantage of re - marketing. 28. Get Started with Retargeting Ads: - Let's take a quick walk through of steps to get started with retargeting. - So first, - let's take a look at Google. - Um, - get started with, - ah retargeting campaigning Google. - So this is a screenshot from within AdWords. - And if you see on the left in that red boxes the shared library. - So you want to click that button and then within the shared library on a click on audiences - which through there is going to give you the code and allow you to create your different re - , - marketing lists. - So that's how to get started on Google Facebook. - You're going to what this is from within the within their ad platform. - When you're going to, - ah, - to creating your audience, - your target audience, - you're going to click, - create new custom audience, - and then when that comes up, - it's going to give you an option. - Teoh. - Create a custom audience from your website from there, - and Facebook will give you the ah, - the pixel in the code information that you need to implement on your site in order to re - market retarget using Facebook. - So that's with Facebook or Google, - and you know those can be good, - but like is like I have said before my recommendation is going to be to use 1/3 party - that's gonna be a perfect audience or admiral, - are the two that I'm personally, - most from most familiar with and would recommend. - And these are great because they instead of instead of, - um, - retargeting on Facebook or Google. - They just do both of them. - And they're I think they're just, - ah, - good user experience with them. - So again, - we about admiral perfect audience. - You go to adroll dot com or perfect audience dot com, - and they will be able to guide you through the process of ah yeah, - getting set up with them. - And again, - I think that makes the most sense. - It's I think they're the easiest end most effective. - So there you go. - How to get started with ah, - with re marketing for your for your website 29. Additional Resources : Hey, everyone, I just put together An additional resource is sheet, which you'll find attached to this lesson. This will have some links to some different resource is that you confined to dig into these different things. Different pay traffic platforms more, so check it out. I hope it's helpful. And as always, if you have any questions, don't hesitate to ask. I want help in any way that I can Thanks.