Top 5 Google Ads (AdWords) PPC Tips That Will Maximise Your Results For 2021! | Paul Grimalis | Skillshare

Top 5 Google Ads (AdWords) PPC Tips That Will Maximise Your Results For 2021!

Paul Grimalis, Web Dev and Digital Marketing agency

Top 5 Google Ads (AdWords) PPC Tips That Will Maximise Your Results For 2021!

Paul Grimalis, Web Dev and Digital Marketing agency

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16 Lessons (41m)
    • 1. Introduction

    • 2. Quality Score - what it is?

    • 3. Quality Score - how to improve?

    • 4. SQR Report - what it is & why is it important?

    • 5. SQR Export - tutorial

    • 6. SQR Analysis - tutorial

    • 7. Google Ads Manager Import - tutorial

    • 8. Conversion Tracking - what it is & why is it important?

    • 9. Google Analytics Goals Set Up - tutorial

    • 10. GTM Tag Setup - tutorial

    • 11. Narrowing Audience - why is it important & different types

    • 12. Audience Setup In Google Ads - tutorial

    • 13. Demographics Setup In Google Ads - tutorial

    • 14. Date & Time Optimisations - why is it important?

    • 15. Date & Time Analysis - tutorial

    • 16. Thank You For Watching!

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About This Class

Hello, today my team and I have prepared for you the top 5 tips that will help you optimise your Google Ads campaign so you would be able achieve the most out of your budget.

Google Ads are delivering amazing results to most of the businesses, although sometimes, PPC costs tend to skyrocket for various reasons, therefore we will talk about, explain and show you how to perform those optimizations to get more out of your budget.

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Paul Grimalis

Web Dev and Digital Marketing agency


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1. Introduction: Hello, my name is Max and today my team and I have prepared for you the top five tips that will help you optimize your campaign. So you would be able to achieve the most out of your budget. Google ads or delivering amazing results do most of the businesses. Although sometimes BBC tend to skyrocket for various reasons. Therefore, who'll talk about, explain, and show you how to perform those optimizations to get most out of your budget. Today. And we'll, we'll talk firstly about the quality score, Search Quality Report, and then conversion tracking. Next stop, we'll, we'll talk about narrowing your target audience in daytime optimizations for better at delivery. But learning about all of those optimization in tactics should enable you to have better ads at lower costs. So without further ado, let's jump into the content. Although Before we start with a quality score, we need to understand where it sits into AB Drang, which will be covered in the next video. See you there. 2. Quality Score - what it is?: And drank consists of combination of max cost per click and qualities core. In the next few slides, we showed this in practice, but essentially meaning that even though your max cost per click is smaller, high-quality score can give you a better add Drang that a higher max cost per click with a lower quality score. So what does quality score exactly? Qualities quarter is Google's rating of the quality and relevance of both your keywords and pay-per-click ads. It, it used to determine your cost-per-click multiplied by your maximum bit to determine your ad auction process. It consists of three parts, expected click-through rate, and the relevance in landing page experience. Google predicts whether your keyword is likely to lead to a click on your ad. By taking into consideration how well you keyboard has been a forming the past base. You're down at position. Ad relevance measured how closely related your keyword is to your ad. And measured that Google add users to estimate how prevalent and useful your website landing page will be for people to click your ad up. Next, we will show you an example of quality score. 3. Quality Score - how to improve?: Now Morgan, I show you the example of quality score. So example of the qualities caught impact could be portrayed in the following way. Say, we have 400 advertisers competing for the ad space on a search results page. And they're willing to pay two pounds, four pounds, six pounds, and eight pounds respectively for a user to click on your ad and visit their website. So in this particular case, the first advertise it was bidding two pounds, but a only have to pay one pound and 61 pence, which is just one p above the bid of the second highest advertiser. The same thing applies to the second advertiser. Enter the third advertise it. This design allows each advertiser to get the true maximum willingness to pay for a click. But they only have to pay just enough to beat the competition. There are several ways how the quality score can be improved. Greeting as small and specific ad groups allows for a better ad relevancy. This means that you should split the campaign and ad groups, similar keywords together to make a unique ad groups with ads that are accusing similar or exact keywords from the ad group. Also, by utilizing expanded text ads, you are able to convey your message better, increase the ad relevance and click-through rate. Therefore, make sure you fill all the headlines and descriptions in your ads would irrelevant terms. Landing page experience can always be improved by decreasing debates, loading speed of winning in cruise if pop-ups and having a mobile friendly website. Also, it is important to use at least three ads per group to understand what warding works best with the audience and thus make conclusions in terms of what ads generate the best clickthrough rate. Extensions are a key part of a good ad since they add the central information to add. You can add cycling extensions, location qual extensions, call out extensions, structured snippet extensions, price and app extensions to provide more information and take more space. Would your ad on the SERP? 4. SQR Report - what it is & why is it important?: Now let's go to as Christianity and let's understand what it is and why it is important. Search quality to board has generated by a search engine. It's a list of search queries that have pretty good an ad. Why it's important to do. It allows you to see exactly which keywords your ads are appearing for and how users and searching for the services and products they need. Do real estate search queries are such shown below. While is the key word is skinny jeans. This happens when broad match, broad match, modifier or praise match keywords are used. In order to further illustrate the concept, we have prepared a deal life example for you on how you can accomplish it as QR deport. 5. SQR Export - tutorial: So hello guys, Paul. And today we're going to go through all the videos tutorials with you. So first of all, what do you need to do is select the date range on your Google ads. Then what do you need to do in order to export all the data for the SQR is go to search keywords on the left-hand corner. Then in order to filter, it's best to only show the enabled keywords. Also, you can filter out, for example, keywords that have an x amount of clicks. Then you go to download and click on XLS X, which is the XO format. Now wait for the download to to get ready. Next up, well, we need to do is go to search them. So on the left-hand side, it's always best to add a filter as well in terms of added and excluded to only show none. If you have done this before. And as you can see, if there's already keywords that have been added or excluded. And then you have to do the same thing is go to download and click on XLS x. Now we have both of their reports, the search keywords report and the search terms Report, which are needed for us to do the SQR. Well, we can then do is merge the two files into one spreadsheet. So just name your tabs and not to get them mixed up. And click on Move. Copy, select the next spreadsheet. And now we have both of the tabs in the same file, and let's just rename them. And now we can see all of the data and now you can just click save. Now we will move to the next step where you will be shown how to do the analysis. 6. SQR Analysis - tutorial: Okay guys, since now we have all the data, exports it. Let's open it again. And what we need to do now is do the full SQR analysis personally. Well, we need to do is highlight the first row. You can put it in bold and add a filter to every column. This will allow us to easier analyze data since you can add filters and filter out the data that is relevant to you, the next thing what we need to do is add two additional columns preferably next to conversions. So how you do this is you'd right-click and then click on insert. This will insert another column next to the one you have selected. So the first one needs to be named negative keyword slash ignore. So this will allow us to identify what are the key word is a positive keyword, where they should be a negative keyword or whether we just ignore it for the time being. The next one should be a comment, basically identifying your reasoning for why it should be a cured and why it should be a negative keyword. Now, what we can do, there's various ways how we can identify good keywords and bulky was not just by reading them, but through the data as well. So first of all, if you Auerbach cost per conversion aims, let's say, not more than €50 or $50 to type in 50 dot 00. And now we can actually see the keyword stellar exceeding this limit, meaning that, for example, even though they're converting and you prefer to have conversion that has a profit, then you would, you would say that for example, these keywords should be negative. So you then would then named these as negative keywords. Then you can extend it through the whole column. Let's say the comment is too expensive. And we can go through all of them. Now, in order to go back to the initial view, you highlight the first row, click on filter, then click on clear. And now you see all the data again. So there are several ways how you can analyze the data. One being is conversions, but the main importance is how many conversions there's this keyword generate. And if any, if not, if for example, the cost is significant. Zachary As we can see, there's some keywords that are expensive as much as $180. So we would highlight these keywords to see whether there's any conversions with them. And if none, then potentially that should be a negative keyword because it's just spending your budget without any results. And another thing could be click-through rate. If you identify keywords and have a high click-through rate, but, but are not yet in your keywords list. You can add them as a separate ad group and potentially, and with additional adds. This would identify and make campaign that would have a good click-through rate and hence in the future would potentially have a good quality score because the expected clickthrough rate would be significantly higher there. For example, that if, for example, keyword that only has 2.3 click-through rate, whilst others have 22% click-through rate. So once we go through all the keywords in the search terms report, not the keywords report. Then we need to actually highlight all the keywords. So for example, let's select the keywords, the positive keywords. Now, what we need to do is highlight all of them up to the ad group column. So let's go all the way to the bottom. Now let's copy them. And now what we need to do is have a never, never tab created called new keywords. This is where you actually pasted the whole, all the data. I have done this before. And now what do you need to do is actually add the final URL and Max CPC. So once we have all the data pasted into the new keywords tab, will we need to do is prefer B to move the campaign and ad group columns at the start, renamed the search term two keyword. Then you can identify whether the match type is correct and whether you want to do an exact on broad one depending on the keyword. And the next thing is, if you use final URLs with your existing keywords, you can do a lookup to find whether there's any URLs that can be identified and assigned to the new keywords as well if they match the ad group that u1, this new keyword to replace them. So what you firstly do, so for example, let's try with this one that actually has a link. So we can delete this. Now what we type is VLookup. Open a cone. And now let's click on the second column and the second row, B2. Now let's click on the comma. Let's go to the search keywords support preferably the file URL column should be next the ad group. If it's not, move it before starting the vehicle COP. Okay, let's highlight them. Comma second, meaning to search for the, for the second column. And now let's click on false, meaning that it has to be an exact match with the first column. And will that mean there wasn't a keyword that I link that would be a then could be easily identified. Now what you can do is go through all the links over here and see, for example, whether there's any keywords that can be identified. As you can see, the link was identified. The and some do not have to URL, meaning that it's not in your actual keywords report. So once that is done and you need to identify the average max cost-per-click that you usually use that can be inputted along the other keywords. So once you have this done, well, we then need to go do is go back to the search terms report. Now highlight only the negatives. Copy them again, up to the ad group. Then go to another tab which you have created, which is new negatives. Now, what we only need to do is have campaign, ad group, keywords, and match type. There is no need for the final URL and the Max CPC since this is negative keyword lists. So once we have this setup and pasted, we can save the file and we have the analysis done. Now in the next video, we'll show you how to actually export, import the data towards the Google ads. 8. Conversion Tracking - what it is & why is it important?: Thank you Paul for tutorials. So now let's understand what conversion tracking is. So conversion tracking allows us to see what happens at that a customer interacts with an ad when they purchased a product called your business or even filled a form. Why is it important? Firstly, it increases your add keyword, targeting performance, as well as the return on your investment. Since I'll allows us to understand what keywords targeting or ads would best to achieve your end result. Also, if conversions such as add to cart or check-out status are used, it is easier to identify the purchase behavior and where most people drop off on the website. Also, smart bidding is available to be used since conversion data is collected. Smart bidding can focus on a specific cost per acquisition and manage the cost per click for you. So using newcomers are Shopify. You can easily set up most of the conversions easily. If you're running an e-commerce using Woo Commerce, there plenty of plugins that allow you to track the key conversions. Example would be MOOC modes, Google Analytics integration plugin. And if you're running an e-commerce website using Shopify and have Google Analytics set up, then you're a halfway. Since Shopify provides enhanced e-commerce tracking outside of the box, all you need to do is go to online store, preferences, Google Analytics, and turn on in high-needs e-commerce. As soon as we have enabled those functions, you will be able to track various events via Google Analytics, where now we will show you how to create goals in Google Analytics, which then you will be able to import to Google ads using Google Analytics or via Google Tag Manager. 9. Google Analytics Goals Set Up - tutorial: So now we're going to show you how to convert Google Analytics events to goes. So if you have set up your Google Analytics with one of our plug-ins that we have suggested, you can go to set x integration and Google Analytics pro. This is where you'll see all the set-up and what property of assigned to your account, as well as what events are being tracked. These events will be able to be used to convert them to goals. And hence, the goals can be inputs at Google Ads account. So now let's go to Google Analytics. And let's have a look at behavior and events. This will, we will see what the events are actually being tracked. As we can see it is we can see the event category. So if we click on that category and then event action, we can see all the details and the exact action that has triggered event. So what we need to do is copy that into action and category. Then go to admin, goals. New go. Click on custom. Now let's name the go and click on event. Now click on continue. Input the category and the action of the, of the event. Just to be sure, click on Verify the goal to see whether it actually has worked. Now let's click on save. And now, as you can see, we have successfully created a goal on Google Analytics. The next thing will be to export everything to Google ads. 10. GTM Tag Setup - tutorial: To set up keywords would go to settings, then conversions. Now we can see all the current conversions that we have. And what we now can do plus on the plus sign. Then we click on import, select Google Analytics UA. And now we can see all the q and all the goals that are assigned to the Google Ads account and to the Google Analytics account that we can input to Google Ads. However, if you want a custom conversion, we can use Google Tag Manager. For this. We can click on preview. This will allow us to check and view all the event IDs that we want to track. So for example, whether it's a copy or whether it's a click on a certain element in the page. All of this can be tracked. So what do you need to do is performed the actual event you want to track. As you can see. And we can see all the variables here on every click or every window open that we have done. So now let's go to contacts, for example. Let's copy the title. And as you can see it says text copied. We can see the actual string of text that has been copied. So for example, if we want to track one of these things, for example, we can track opens of contact page. So now we need to do the attacker configuration and select the Google Ads conversion tracking tag. However, it needs the ID and the label to be inputted. So we click on, go back to ads and click on my website. This is where we create the conversion that will give us all the data needed. Let's just rename this. Click on Create. And now we can use Google Tag Manager. Now we have the conversion ID and the label which we need to input into the Tag Manager. What we need to do now is set up the triggering. So if you have a trigger created ready, they're going to be visible here. So for example, this one is a pageview that triggers a page URL when it matches. And contexts, which is the link of the contact page. So we would then click safe if we want to finish with editing. How about if you don't have a trigger created before? You can click on the plus and the right corner and create a new trigger. Once you click here, you can see all the variables that you can track that can trigger your tag. For example, the page view was click on some page views. And then we can actually select whether we want to track the page URL or some kind of a pathway or a class ID. But since we have this created a ready, we can cancel this and stay with the trigger that we have selected. And now and let's just click Save. And if everything's correct, what we need to do next is just submit the changes for them to be actually applied to a Tag Manager. You can type into version name and the description of your changes. And click Publish. 11. Narrowing Audience - why is it important & different types: Thanks Paul for the tutorial insight zone. Now, let's talk about narrowing your audience that are getting ads is an essential part of a successful advertising campaign. You might have designed a perfect app, but you'll need to show it to the night people are denied time to better detail goal. Google ads offer different ways of targeting your ads. There are six different targeting statutes in Google ads. They are demographics, affinity in market, remarketing list for search ads, similar and Customer Match. So now we will dig into each one of them. So to begin with, first started getting stylish G would be demographics, and it has additional targeting options based on the potential client's language, location, parental status, age, household income, gender, combinations, and device type. Moving on, the second targeting strategy would be affinity audiences, a predetermined demographic groups advertisers can use to target their campaigns toward particular type of customer. Example would include automotive company would like to advertise to automate if enthusiasts, affinity audiences are grouped by the type of page content the user checks how frequently and how recently they have done that. In addition to your affinity audiences, YOU might lead customer affinity audiences. Customer affinity audiences allow you to go into further detail than deg lot affinity audiences by letting you build custom group of audience members you wish to target two, thus, avoiding unnecessary ad spend and potentially increasing ad that effluence and ad quality. Examples would include automated company wanting to advertise to the family car, to the people that are over 30, married and have children. Stem affinity audience are grouped by interests from keyword phrases, URLs, places, and apps. Now, as we discussed, the affinity audiences will, will talk about the third tagging strategy in market audiences. In market audiences allow advertisers to find users who are already in the market did Advertising in. Thus these users, although daddy actively researching dead, that dies it product, service, or similar to these users. Examples would include a visited who is already actively searching for a new family cut and has visited our website, our competitors website. In market, audiences are grouped by clicks or a dilated at content of the sides frequency and how it iss instead visits are. Therefore, targeting strategy would be the marketing lists for search ads. Remarketing list for search ads is a feature allows you to target users who have previously visit your site. Example, ecommerce site visited, adding an item to the basket, but leaving the side. Then you are able to advertise Devlin projects by a display or search to encourage them to come back. Group by adding a cookie tier visited browsers when they visit your site. Benefits of remarketing lists for search ads includes such benefit as access to people who are likely to convert list tailored to your advertising goals. At each end customers, when they are searching for you. Those ads going to be more efficient and will bring additional insights. So the targeting strategy would be a target similar audiences. Allow to target similar audiences to D marketing list members. Google will automatically identify which demanded he enlists qualified for the similar audiences based on numbers of visitors individually marketing list, how recently they have joined, similarity of the visitors, search behavior. Any adjustments may do it. Originalist needs at least a list of 1000 cookies with similarities. Moving on to the one of the final targeting strategies available on Google Ads would be Customer Match. So Customer Match lets you use your online offline data to reach and engage with your customers across Search. Youtube, Gmail, using information did your customers have shared with you? Because the money match will target to those customers and similar to them. Although Google will automatically create a similar audience if your customer match list fits that Devlin criteria, similar audiences can be used in the same way as it remarketing list would be targeted by adding it into an app group. And lovely as we covered the types of Google audiences. Now mobile deep dive into how to choose audience in Google ads. 12. Audience Setup In Google Ads - tutorial: So now we're gonna look at how we can edit the audiences in google S. So firstly Click on the audiences on the left-hand side. Now, you can view all the audiences you can add and target with your ad groups. So it can be in different segments in different markets from business services as well as different types of audiences that we have discussed. So such as affinity in market, remarketing lists, as well as with similar audiences that you can add to the target audience and targeted with your campaign. This is where you can also add bid adjustments as well. If a certain audience who's working better than another one, as well as exclusions. So basically, if you see that a certain audiences that is not working, you can exclude it completely. Now, if we go to democracy, demographics and go to age and gender, we can see that we can either specify the age or agenda as well as both, and see the data that goes along it. So for example, let's say gender or household income. We can see which particular gender household income is performing best or worst. And now we can have a look at location as well, which is below that. This is where we can identify different locations and include bid adjustments. Either increase or decrease bid adjustment depending on the performance, as well as add additional locations. If we decide to target a different market. This involves exclusion as well. You can exclude locations as well. And finally, if you go to settings, you can select the languages that you want the customers to be understanding. So if you're advertising Englishman shore to specify English, but if it's both, then specify several languages. 13. Demographics Setup In Google Ads - tutorial: However, if you want to add additional audiences, you can go to Tools audience manager. This is where you can add a remarkably list or a similar audience lists, as well as a customer list that can be used for targeting as well as you click on the plus sign, then you, for example, customer list. This is where you upload the file, including all the data about your customers. So email address, name, surname, and then you click upload. This will try to find and identify the visitors of your website and in the whole network as well. So if you click website visitors as we did just now, you can also collect the customers that have visited as specified link on your page, for example, your competitors. So just click one of them. One of the list members, type and type in the URL you want to track. And Google will populate the list for you, which then can be used for advertising as well. Once you're done with the settings crew, click on Create audience to finish the audience setup. That's about it. And this is how you create the audience list. Make sure to go to audience sources to have all the analytics you use, added and synchronized with Google ads to be able to add as many lists as possible from various networks such as Google Analytics. Thank you so much and let us go to the next step. 14. Date & Time Optimisations - why is it important?: Now let's dive into datetime optimizations and why is it important? A good way to maximize on your budget is by doing Date and Time optimizations. This allows wherever late in each day and afterward had ad is shown to your target audience, would insight to what de dime achieves the best that results. In. In order to illustrate that, ball will give you a guided taught how to do date and time optimizations. 15. Date & Time Analysis - tutorial: So in order to maximize your budget, you can do date and time optimization. So put you need to do is select the date range on the top right corner. Then let's scroll to the bottom where we see that day and hour widget. Now select whether you want to track click-through rate conversion. So similar, similar targets. So let's say we use conversions. Let's select all conversions. And now let's click on the right hand corner and we click on download code data, CSV. This will download the full list of all the all the data from day, hour, and date and our combined. So let's for example, open data and our combined. This is where we can see the best time and date for conversions. So if we add a filter to the first row, we can sort it quite quickly from largest to smallest. And we can see that Monday from 11 to 12, as well as Friday from one PM to two PM, are the best times for conversions. Since from all time data, they have generated the best conversions and can be used more efficiently. Basically, you can add bit modifiers to them to, to increase the your visibility to your customers for those specific times because you don't want to waste most of your budget on other times if they are less efficient. So what do you do? You go to add schedule on the left-hand corner as shown a few seconds ago. And you then specify the times you want your ads to be shown, as well as you can select the bid modifier where you can increase the bids for a specific times. And also you can see the full data here as well, which we have downloaded before, but It's easier to download them sorted that way since it's quicker. And now we can see that the bid modifier is added and we can spice phi certain days, so only advertising working hours as well. What, that's what was done here. Not to waste the budget on Saturday, Sundays, or they are a time when when the shop is on working. This is how you actually do the optimization. As you can see, this is correct that Monday, Wednesday, and Friday are the best days for advertising. 16. Thank You For Watching!: Thanks for watching. Hopefully you have enjoyed and learned, adopt tips on how to optimize your Google ad campaigns. If you have any questions, please feel free to leave them in the discussion area.