Digital Marketing | The Complete Google Ads Masterclass (Former Google AdWords)

1. Introduction Google Ads Finished Skillshare NEW: would you like to learn Google ads to grow your business and career? My name is Robin and my name is Yes, but we've successfully been teaching thousands of students from all over the world just like you, how to improve their digital marketing skills to grow their business and career. We put together our very best material in this monster close covering Google as in depth for you to get more traffic leads and to grow your business and career. This is a complete masterclass on Google ads. Start learning Google at right away. 2. Set Up Your Google Ads Account: all right, my friend. So it's time to get our hands a little bit dirty and get practical. Now, in this lecture, we're gonna go ahead and set up or Google ads account. If you already have a Google ads account, you can skip this entire lecture. I'll see you in the next one. If you don't have a Google ads account, we're going to start by setting it up right now. And it's important that you follow along here, too, because there are some options that you want to set up right from the very beginning. So what I recommend you do is that you open up a screen or will you over to have a skin. But open up a tab with Google ads and just follow along what I'm doing on the screen and I'm gonna guide you and we're gonna work on this together. So let's get started. So first things first, we're gonna go to ad stuff google dot com. It's also gonna be in the resource is, but it's very easy to access. If you just want to open your browser and write it in and you're adds the Google that comes gonna look a little bit different. They update this all the time. And also, if you are not from the U. S. Is gonna look a little bit differently than it's probably gonna be in your language. So we're gonna click on start now. The button here and the first thing that's gonna happen is that is going to ask you to log into your Google account. Now, even though you don't have a Google ads account, you might still have a Google account. So all you need to do is log in with that account and you're gonna get straight into Google ads. If you don't have a Google account, just click on, create account and you'll be right with us. So for this tutorial, I have set up a new email in order to start over from scratch, or that we can go through this together. So I'm just gonna go ahead and log in. So the first thing that's gonna happen when you log into your account is that you're gonna be launched straight into eight new campaign in here and now, As you can see, there are a couple of different options from the get go and don't panic it. We're gonna go through everything in this campaign, and our campaign works very thoroughly, so you'll understand every single move. But there's one thing that you need to know before we proceed, and that is that Google don't have your best interest in mind. Now there's a old saying that says it. Google recommends something. Pick the other option and you will be safe. Now that's not completely true. But my point here is that when you're creating ads, you have the goal off maximizing the profit from your ads. Google have a different goal in mind. Google's goal is to have you spend as much money on your ads as possible in order for them to make money. They are a business, right? So with that in mind, ah, lot of Google's default recommendation is going to be based on you spending as much money as possible rather than it helping you achieve your goal the best way possible. So while Google is a great company, has a great algorithms. We're gonna be careful with a lot of Google default recommendations, and I'm gonna explain when they set this kind of traps, if you will, and what to do instead. Now, the first thing that was see here is that we have these different options for campaigns. Right now, we can focus on sales. We can focus on leaves, website, traffic, product and brand consideration, etcetera, etcetera. Now, the problem with this is that if we click on one off these options, we're gonna be launched into a Google Acts campaign. That is a simplified version. Now, the problem with the simplified version is that you're not gonna have as much control over your cap over your data over what you put in over how much you're willing to bid and minimum, Max be all of that important Stop that we're gonna go through together, understand? And optimized that won't be available. If you choose one of these, then Google is going to do all of that for you. And that's not great news. Right? So what we're gonna do is click on, create a campaign without a goals, guidance. When I click here and next up, we're going to select the campaign type. Right? So we have search display, video app smart, and then shopping is gonna be available. Now we're gonna go through what these mean and what they are. But we're going to start off by clicking on search, which is gonna be the the fault one and the one that most likely you're gonna use the most . Now the search campaign is the campaign where you search for something and then the word that the person is using to search for something. You're gonna have your ad appear once that word is entered right now, that's called a keyword. So let's say that you're selling protein powder and if someone is searching for protein powder, you're gonna want your protein powder add to up here in the search results in Google, right? Whenever we writing something into Google, those are key words that we are using much more on this later on in the course. So what we're gonna do is that we're going to start one of these search campaigns, click here and then start setting things up. Now, as you can see it down here, Google is asking for some more information. Google is asking, What do you want to get from these campaign? You want to get website? This is phone calls, APP downloads, and this isn't one of those options that's gonna change anything in Google ads instead. This is actually something that's gonna help out. This is not one of the Google tracks, if you will. Rather, if I click on website visits and I enter our website robin and jesper dot com But it's gonna do is it's just gonna help with some auto suggestions and some general suggestions throughout setting up the campaign. So you're not gonna go wrong with entering one of these Were feeling out any information here, and then we're gonna go ahead and click on Continue. All right, so here we are, and we're going to start setting up our ad in just a second. Now, if you just set up your account and you are on the same page is me, you can close this lecture and move onto the next one. If you have been following along here and you have a Google ads account already, I'm gonna show you quickly how to get to this very point so that you can follow along in the lecture as well. So all you need to do is go ahead and look into your Google ATS account, and then you're gonna go down to campaigns here and you're gonna click on this plus bottom . So we're gonna do a new campaigns. We're gonna click there and click on New Campaign. We're gonna click on, create a Campaign without the gold's guidance. We're gonna go ahead and we're going to click on Search and then we can feeling the website visited. We want to, And then we're gonna click and continue and you will be right up to par with the course. And we can continue on in the next lecture, so I'll see you guys in the next lecture. 3. Google Ads Structure: All right, so we have just set up or Google ads account and started approaching our first ads campaign . Now, before we do that and before we really dive into all of the needed greediest settings in actually creating ads in Google, we're going to start from the very beginning and look at a watt is a campaign. And what is the structure off Google ads? Because you might be mediating between a lot of things. Maybe you have a website mature selling different products. Maybe you have a lot of things that you're going to be advertising for, and you're gonna notice quickly that it's hard to keep track off everything. So what we're gonna do is we're gonna look at this structure off Google ads and what kind of higher key that they work through. This way, you get to start organizing from the very beginning, and you also get an overview understanding off how Google ads work. So let's get started. So first things first. Google ads do have a very solid structure, right, and we're gonna go through all of these structures bit by bit. But let's get a bird's eye view first and understand what It's like now the structure works like a hierarchy, right? And, ah, higher kid. We see in most places in life, one of the examples is at work. So if you have ah, business, right, Maybe you work for a company. Well, chances are that that company has one CEO, maybe several, but for this example, has one CEO and from there, basically, everything can be decided. He can call all of the shots if you would wish to. But below him, As you can see in the graph here, there are several people working for him, and all of these different peoples are below him in the hierarchy, meaning that there are certain things that he can do and decide that they cannot. But they have their own specific tasks, right? So and below these people, there are certain people who work for them who are gonna have their own specific task, and they have to answer to the person who are above them in the hierarchy. And the bigger the company, the longer and deeper the higher keep rights and the lower in the hierarchy, the less things you can do, the more specific you are in your work task usually and on the top of the hierarchy. That's basically where everything where you can do everything and very similarly on a website. If we're gonna look at a similar hierarchal structure, you have a home pay try. When you entered at home page, you might have several different options. You can go into contact and good about a product. If you go to products, then you're going to get more options. But all of those options are going to relate to what is above them in the hierarchy, which are going to be products. So within products, you might get sub products, more specific products where all the things related to products. So this is how a hierarchy looks, and Google ads work very similarly. And if we start from the very top in Google ads, the first thing we have there is our account right, and we have just created our account that's already set up and created. Now we haven't gone into the settings of the account, but we have created the account. We're going to go through all of that a bit later, but the account is the big boss, if you will, everything is going to happen through the account. You can have one account for an entire business. Now, looking at this in a higher kit, that is the top. The Knicks, part of that hierarchy, our campaigns and the campaigns is what we were just launched into, right, So on the top you have the account, and one single account can have several different campaigns. Now, in this example, there are three different campaigns that this account has. It could be, Ah, 1000 campaigns could be 5000 campaigns. Could be two campaigns That's really gonna be up to you. And campaigns are going to have certain settings, right? They're gonna have different settings than account. Now, accounts are gonna have different cities, campaign different settings, and they're gonna go lower and lower, and we're going to go through what those are in the course. So while you started the account, you might set up things such as your billing information. Who? The user allowance? Who's allowed to use this account? Time zones, etcetera. When you go down to campaign, there's gonna be different things to set up. It's gonna be different rules to work by So in campaigns, for example, you're gonna have the location where in the world you want your ads to show. That's a really big and important one. You're gonna have different things such as ad scheduling. You're also gonna have the option to decide which devise you want the ads to be shown on these are very big options right now. If you go once the further in the hierarchy, we have something called ad groups. Now add groups are below campaigns. They have their own different sets off options and their own differences of rules of functions. And if this is already getting confusing, don't worry. Just follow along the best you can. Because at the end, I'm gonna explain how this actually transfers to a business right and how you can actually use this information to organize whatever adds that you're planning on doing. So we understand account and we have a basic understanding off campaign. It's gonna get deeper as we keep going on in the course. But next up from campaign is add groups right and add groups is gonna be billow campaign. So one campaign might have four at groups. It might have 500 at groups it might have one it might have to. One single campaign can have several at groups. So if you have one campaign that is focused on, for example, selling in Sweden, that's campaign number one, then campaign number two might be selling in. I don't know Denmark, for example. And then you can compare those campaigns since they were selling best. You get different data, right? You don't want to mix and match that data now, while the ad group is going to be a little bit different campaigns the silent location. But add groups have different settings. The ad group is going to decide on things such as audience targeting and what audience targeting is and what it means. We're going to go through a little bit later on in the course. Now that's a bigger topic. But you're gonna have different audience targeting in different ad groups, right? So one campaign can have different ad groups, and now in this higher get each ad group is also going to have ads right and the ad is going to have ads, right? So every single ad group needs to have ads and adds, is what Popes up when you are using a search term when you're searching for something. So in this example, I search for protein powder and this ad is what popped up in the result. Right? And on ad is what's contained with the on ad group. Now, one ad group has two things that works on the same level they are did the same hierarchy off level. So on ad group is going to contain the ad itself, There's gonna be a visual. What actually shows up when you search it is also going to contain a key word, you know, or key words probably gonna contain a lot of key words and keywords. Like I said, I start for the word protein powder and, as you can see and they work in the same higher keep off level. And when I start for these at I search for the term protein powder and as you can see in this ad, it's highlighting the word protein. And whoever actually created this ad has made sure that they are using the keyword protein powder in order to rack. So this is why the ad is showing up for me, right? So every single ad group is gonna contain keywords and is going to contain adds. So let's break down what it actually means. So basically, the keyword is going to be the mediator, right? So whenever someone uses a search term like I did, I served for protein powder. Then Google needs to ask himself. Okay, So what is it? What is the intent of the search? What are they searching for? And it's going to look at your account and search through your key words, right? And if the keywords are matching with their search term, there is going to be displaying the ad. Okay, so the keyword is kind of the mediator, if you will, is kind of in the middle between the ad and the search term. Now, if the keyword matches in, if the search term matches in with the keyword that's gonna allow for the ad to be showing , and you may have a lot of different ads rolling a lot of different ad showing for a lot of different keywords, and you don't have to understand all of that, we're going to go through that later on in the course. But it's important that you have a basic idea off the hierarchy, off the structure that we're looking at. So what does this mean? Well, there's a lot of words going on right now that's gonna make a lot more sense as we go. But if we look at this from an organization point off view So let's say that you have a take away business, and if you have a take away business that you might sell different things such ass Main course on trays, desserts you might have vegetarian options. But let's say, for example, that campaign one would be vegetarian foods campaign to might be a different form of meats and came campaign three might be dessert, right? So if Campaign one this is about vegetarian food than the ad groups would be about the different dishes writes the different dishes. And you might have, let's say, 20 different dishes so that single one campaign would have 20 different ad groups, right? And all those different ad groups are gonna have different keywords for those dishes and different ads that you want to display in order to make the person quick. Now, campaign to are gonna have different the types of meatless that you have 30 different types of meat courses and you that you're selling. Then you're gonna have 30 different ad groups, right? And campaign three, Let's say you have 100 different dessert. Then you're gonna want to make ah 100 different ad groups if you're planning to make ads for all of them. So that is the way this works. But there are no fast rules. Either. You could, for example, take all of your dishes and put them into Campaign One and then have one ad group for vegetarian foods, one ad group for meats and one ad group for desserts. Now, there are no hard and fast rules for this. This is about your own organization in the way that makes it easier for you if you're a massive, massive company and you have, for example, yourself furnitures. You sell TVs, you sell cell phones that maybe you want to divide those up into different campaigns. But if you're a smaller business that maybe want to divide them up by different campaigns being different cell foes, right, So by understanding the hierarchy, the structure off Google ads that allows you to understand how to organize your own ads as we go now, if this Onley made 15% sense to you then. Congratulations. You've already learned a lot more information because we're gonna move on and start setting up or first ad campaign and go through the different options. And a lot of the things that I'm talking about right now is going to make much, much more sense as we go. So if you ever get lost, just refer back to this video and have a look at the structure. And you're gonna notice as we complete the ad that Ah ha OK, that is the campaign. There's the ad group. Here are the key words amusing and there's the ad. I think you'll be surprised by the end of the course. So good job following along this long, See in the next lecture, let's start with our campaign. 4. Networks: all right. So by now, chances are that you, at the very least, have a basic idea off the structure and hierarchy off Google ads. So what we're gonna do now is that we're going to start setting up our first campaign and looking at the different networks what they are, what they mean, and if we should even use them. But let's not get ahead of ourselves. Let's get started. All right? So before we start looking at the different networks, as you can see, we're on this new campaign side where we ended up when we created a Google ads account. And the first thing that is asking for is our campaign name, right? We all. But it shows what type we decided for the search type, which is that we're going to try to profit on another searcher's intent, which means that we are going to try to aim in other people's search terms. We are keywords. Schorer adds very hyper specifically for those and hopefully have them click and the callers or buyer product or whatever we're looking for. But once again, let's not get ahead of ourselves. We have decided for the search type and Now it's time for a campaign name. Now, as we already learned an organization part in the previous lecture about structure the name , the campaign name is going to be completely depending on what kind of business you have. And also what kind of ad you're planning to set up and what kind of future ads you're planning on setting up. So to go with the previous examples, if you have a restaurant, you might set up your A campaign named something like this. It might set up like, uh, desserts. This serves the spells correctly, Dysart, USA. And what I've done here is that I have targeted in the campaign name with what it's about. Let's say that we're selling the service and then also where the us right and we could make another campaign is called, asserts sweet and or we could call it desserts Europe, even if we're gonna target Europe, or we could also just call it desserts once again, this is going to depend on your organization, and you can add in this much or little aim for us. You wish for now, for just for basics to start up, we're gonna call it desserts you can change the name later, and we're gonna learn as we go what we want to call our name. But just to let you know, it's a good idea to add in the dashes and ideas some additional information for your dashboard later on. So you have easy time organizing. All right, so we have desserts now, going down. We have something called networks, right. And if you can see, Google has already field these in for us. Now I'm going to start from the bottom and talk about display network and what that is because it's so vastly different from Search Network. Now, a display network is basically that they take this ad and then it's going to take all of the additional information with the extensions with the ad information, with links with this phone numbers, everything that we're gonna add into this ad, they're gonna be able to take that information and put them on different websites, all the kind of different website that are a part of the display network. Now, if you've ever created a website than you've used Google AdSense, you'll know that the display network is connected to Google. AdSense, you never heard of Google AdSense? Don't worry, but basically, if you have a website on you want to profit from the website. You can install something to show ads, and that means that if you check this in, your added are going to be able to display on those websites. And there are a lot of different problems connected with this. And let's start up with the very most obvious problem. And that is that what we're doing here is a search campaign, right? We have a search intent. So what we're doing is we're capitalizing on what someone else's is searching for. So if someone is searching for vegan desserts, for example, and we're having a take away and were targeted correctly, everything we want to show up for vegan desserts now if we are in the displaying that for what would happen is that they would show are vegan dessert ads on random websites. We don't know who they're searching for. We don't know who is looking at them. We don't know why they're looking at them, and the chances of them actually clicking and buying it's gonna be so, so, so low because it's a completely different ball game right here. We're focusing on search intent, and here we're focusing on displaying the ads. Not on surgeon tender, no surgeon tempted intense into display network. So never, ever combine the two. If you're having a search campaign than focus on having a search campaign that's gonna keep your data clean if you include the display network and then later on you analyzed the data . You don't know if things went well or if things went badly because of the display network or because of the way you set it up for because of the key was you were using You have no idea. And you have no way of testing or optimizing that because you don't control where these are showing, right? So we're gonna de select this, and that is always a best practice to do now. We never, ever do ads using display network, and we never recommend that you do adds either using the display. Never. It's so unreliable and unpredictable. Can you make it work? Absolutely. But it's not beginner friendly, and it should never be combined with this search campaign, right, because he's a display campaigns so different. So the next one is called Search Network, and it's a little bit differently. It still focuses on search intent, but what it means is that it's going to be including the ads that we are creating on other sites that Google are partnered with, usually high it or decide such as, for example, that ask dot com or YouTube or CNN dot com, or, you know, this really large size of sometimes you can have been on being on Yahoo. You know who their official partners are? Changes constantly, so you have no idea off no one where there might be and where they might stop being. But to show you how the search network works is that if I go to Google right now and I search for protein powder, we can see the top results are these ones. Now they're a little bit different. We're looking at the search intent, right so we can see down here for the search intent adds. We have I heard dot com slash protein. We can see this link and we have th because we're currently in Thailand and down below. We have one's health dot com, so they are capitalizing on my search intent, which is searching for protein powder by using and ranking for the key word protein powder right, because chances started looking for it. I want to buy it. Then they were not running for it. Then capitalize on that. But if I also go to ask dot com and I search for protein powder, remember, it's I heard. And once health. If I goto asked that come and I served for protein powder, you're going to see that I heard that come slash protein in the exact same ling meaning is the same ad and once helped that come our ranking here as well with their ad. Even if I go to youtube dot com, we can see I heard that comes slash protein our ranking here, and that is because they're most likely apart off the search network. So that means that they are a part off Google's partner list, and it allows your ads to show on Google's partners websites like Ask com a YouTube, sometimes even amazon dot com. But they're only gonna show for the search intent there on Lee showing because on YouTube I search for protein powder and when asked, did come I served for protein powder, a similar of course, on Google. But the problem with this is especially if you are a beginner, is that just because someone goes to ask to come searching for protein powder doesn't mean that they have a buying intention, right or are converting intention. Rather so, for example, people who go to Google that common start for protein powder are much, much more likely to trust the ad and are much more likely to have a certain intention on Google than they have on ask dot com or on YouTube. So if you search on protein powder on YouTube, for example, chances are you might be looking for a video. Some information on protein powder. But if you search for that on Google, chances are you might be interested in buying a protein powder so they're very different in their intense, depending on which websites you are. And, of course, if you go to CNN dot com or Amazon did come or, you know, being that come whatever website you might end up with, that's the part of the Google partner system. They're gonna have different, intense, and you don't know what that means for your product. so a best practice here is simply to not use the search network because whatever money that you can spend on Google ads, in other words and in putting your ads out from Google, which is the biggest and most trusted search system in the world, that's gonna be the best money you can spend. Now, if you have additional money or if you're on a more unbalanced you, sir, you might be able to use the search net work to your advantage. But it for new, for a beginner on for best practices, especially with a limited budget. I would never use that. I would spend my hard earned money on putting my ads and focusing that on Google, right? And also no. This year that one would de select them. We have this information boxes that says most advertised include their ads in Google search partner sites, right And here is just don't miss the opportunity to reach more people across three million sides and APS and hate. Guess why these were pre selected in the beginning because Google wants you to spend more money, right? This is Google is a business, and they want to make money off you and that's nothing new in the world, right? But we're looking for best practices Were looking for results. That's why we are in this course. We're not here to give Google as much money as we can. So this is one of those that I called a Google trap, and we're going to completely avoid it. So to summarize this entire video best practice de Select Search network because different websites have different, intense and absolutely de select display network because you never want to mix search intent together with a display network. Two completely different things Keep your data cleans. You can analyze and optimize later on. Alright, guys. So now you understand what the networks are, what they mean, and most importantly, what to do with them. We're gonna move on to the next lecture and continue setting up our campaign and our ad So great job following along. See, in the next lecture 5. Campaign Start & End Dates: well done on making it this far already. Now, in this lecture, we're gonna have a look at the start and the end dates for the campaign, and we're gonna go through all of the different options for the entire ad set up. That means the campaign, the ad group, the ad and even keywords later on, step by, step together. And the next one on the list is to start an end date. So let's get right into it now. Being in the campaign settings here already we know is the campaign said it would concede from the upper left corner here, scrolling down before we move into targeting and audiences. There's a button here that says Show more settings and that doesn't mean that they are advanced settings or simply more settings and more things for us to know about and go through. Click. Here we get three more settings and first off is to start and end dates, and they're very self explanatory. I think now it's basically when do you want this campaign, this ad campaign to start and if you leave it the way this is going to start right now? And you said the end date on non, then it's just gonna keep running until you cancel it. And to be honest, this is the only thing that we ever use for the simple reason that you're putting money into your ads, right? And because you're putting money into your ads, you're also monitoring it all the time to seeing how it performed to seeing if you should change any of the bidding. You don't know what bidding is the world. We're gonna go through that but basically to see how the adis performing. And if it's performing well, you might want to increase your let it be. And if it's not performing very well, you're gonna want to terminate it. So the vast majority off the time I mean, to be honest every single time. I think you should just, you know, started when you start, and then just keep it going until you find that it's not profitable anymore. Or, you know, if you have your own schedule going on, but we never do said you could, of course, set a certain date. If you only want to have a trial for, say, three days and you're running some statistics to see how I was gonna perform. You could go ahead and click on select the date and then set that date when you want it to end. Now, Similarly, if let's say that you're you know, that there is a sale coming up or that you want to set out an ad on a certain day to celebrate something you could preset that already here. So let's say is gonna be next week, you know, on to stay for us. Them So I could set it like this on Tuesday next week. Maybe I'm gonna go on vacation. Maybe I'm gonna go away. You're working a project. But then you know that this that is going to start then So there can be benefits for this, but honestly, it's not something that we ever used And just keep it simple. You know, start leaving like this is going to start right away. An end date known. You can leave it running, see how it performs, and then make a judgement called from there. That's the way we prefer to do it. Now there are some couple of more sittings in here. We have campaigned Uriel options and dynamic search ads settings and we're gonna go through those two in the upcoming lectures. But I want to tell you that if you're a complete beginner and also if perhaps you do have a little bit of experience, but you have a smaller websites. In other words, you don't have a huge website with a lot of traffic and you don't have a massive budget. I recommend that you skip these two lectures and move on to the targeting and audiences where we're gonna talk about locations. Location is a huge deal setting up, and there's a lot off the best practices and tips and tricks for you because these two, they're not beginner friendly, they're not at all necessary. And unless you have ah, great budget or you have a huge website, you're not gonna need any of those. But if you don't get information overload in your curious, then of course, follow along to the next lecture and we're going to start talking about campaign neural options. So see you there 6. Campaign URL Options: All right, So in this lecture, we're gonna talk about the campaign, your l options, and I'm gonna pre face this lecture with how I ended the previous lecture by saying that this is not for beginners because this is some advanced feature that has to do with third party software tracking. And all of the tracking that you need is already going to be connected with Google Analytics. All right, me and Jesper, we never used this feature, and you are most likely not going to be using this feature either, unless you are working for some sort of agency or some other big company using their own tracking software. Then you might need to learn how to apply the tracking u R l for your ads, but at any rate, let's dive right into it on. If you're not into this advanced feature, move onto the next lecture and I'll see you there. But let's go. All right, so here we are. And what we're gonna do is that we're gonna click on campaign. You are l options, right? And we're gonna get a bunch of information here that looks highly advanced and, you know, to be honest, they are on. What's important to know here is that this is not going to be affecting your scores or rather your performance or result with your ads whatsoever. Now this is a tracking option. Now, all of attracting that you ever need is already built in here is already directly connected with Google analytics. So with that said, that means that if someone clicks on your ad and they perform additional things on your website like they're converting the using a full number, Google analyst is going to show you the campaign that was used to add group the ad, the keyword that it popped up for the search term everything So the Onley additional benefit would. Using this tracking is that you can get all of that information into another program. So let's say that you're using call up tracking, which would be that you want to know how the person went from your ad into the phone number . For example, what was the campaign, the ad group and and the ad, The key where how did they reached a phone number and what they did do. Additionally, on your website, the call up track is going to want that if you're using 1/3 party software like Agency Analytics, for example, while there's a lot of them, But honestly, Google Analytics is already connected with that with this and all of the information you need is already there. But at any rate, let's look at these different option now. First of all, it's going to be the tracking template, and that's going to be the euro. The information that you're gonna need to add in here in order to send all of the information that this ad contains and the performances meaning the coup leaks and whatever the person clicking on your ad is going to be doing, the tracking template is going to be the U. R L that mediates or gets that information from the ad and this tracking template you always get from your third party software or from the company that wants the additional tracking, right? So if you're working for an agency or using another program, the program's going to instruct your the agency's gonna help your supply you with this information. So this is never anything that you need to figure out yourself right is gonna come from those who want to do the tracking themselves. Now, the final your L suffix is going to be if you want to add in any additional information on the final your L. So, for example, you could call this and this cert tracking for tracking, for example. So if you add this desert tracking on the end of your euro, this is what's going to be showing up on that you are well, if you want to add in some additional information, if you want to add in some additional U T M information for the tracking purposes. And once again, if you have no idea what I'm talking about, don't worry about it. This is not important because you already got all of these benefits and features within Google analytics Now looking down, there's also something called custom parameters. Now custom parameters could be, for example, that you want to add in a certain value that's already within these ads. So let's say that this ad we're only doing some make belief in. Let's say that this ad is about the search right, and you want to add in some additional information what that desert is from This ad is going, going to be triggered in this tracking template that you want the custom parameter to be added onto attracting template as additional information to that third parties software. And then here we have the name, which is going to be what is going to be about So we might call this one, for example flavour. So let's say you're doing different flavors off the desert's you were doing on that for a specific dessert here and then the value would be chocolate, and you could have different links where the flavor might. For example, the you know it could be orange. It could be meant. It could be whatever. Now, all of this information you could already set up and adding, on your campaign level, you could do different campaigns for different flavors. You could do different ad groups for different flavors, etcetera, etcetera, so there's no need to be doing this unless you know you already. You have ah different company where different, softer that needs distracting. It could also be you could add in the value of, you know, Dysart, because we're doing the search on Let's say is going to be chocolate cake. You want to add that in there. So the way that this is going to look like then is that we're gonna have a tracking template, licit. It's Robina Jesper, Go, don't come. And then there's going to be a bunch of additional information, depending on the tracking template, and it's going to look something like this. And then we're gonna add in this wall, underlined assert and then this closing wall like this. So what this means now is that because this custom parameter is being added to this Ural, it means that this additional information is going to be passed on to the tracking device of the tracking software ward. The agency, however, they decide to track it with whatever program that they decide to track it with. Now we don't ever use thes, and there's, ah, lot more information to this. There's a lot more waste. You can customize this and there's a lot more you can learn about this. You can also click here to to learn more, but I suggest that if you actually need to use thes campaign options, I strongly strongly suggested you read the tutorial from that third party software or that agency that is actually requesting it and make sure that you get all the help that you need in order to set these up because we never use them. We have set them up before, but we never do have to use them, maybe have to set him up for some client, too. That demands a certain tracking. But you're basically everything is already in Google analytics you can safely skip. This is not gonna affect your performance or anything. And once again, if you need to set these up, the tracking template will be supplied by whoever needs it. Finally, your l suffix. If they need something, they're gonna ask for it. Or if they need something additional, they're probably gonna tell you about it. And similarly, with the custom parameters, no need for you to worry about all of this. Instead, we're gonna move on to the next setting down here, which is called Dynamic Search at setting. And once again, if you thought that this was a little bit too much information and you want to get more down to the needy, greedy off, getting a nice at out and performing, you can go ahead and skip the next lecture to and jump straight into targeting and audiences where we're gonna talk about locations. But without further ado, if your curiosity is piqued, we're gonna move on and go through every single setting step by step and move on to the dynamic search ads setting so see in the next lecture. 7. Dynamic Search Ads Settings: All right, dear Friends, it's time to tackle the next the setting, which is dynamic search ads settings. Now, first of all, water dynamic search ads. Well, you could summarize dynamic search ads this way. Dynamic search ads, our ads that are being created for you based on your website. All right. Sounds exciting. It is a little bit, but it's also not very useful. I'm gonna explain. Why Now? If you feel in one off these criterias, you can completely skip this lecture. If you're a complete beginner, if you have a small budget, if you have a small website and or product catalog if you fit into any of these three, you can completely escape this lecture because dynamic search ads are not gonna be for you . And I'm gonna explain why just now list I completely into it. All right. So the dynamic search ads I don't know how many times I've said that work is gonna be right below the campaign. Ural options right here in the more settings. So we're gonna click that one and open it up. So we already know pretty much what it is from the basic level. Let's go more in depth. So what it is is that we are going to be using our website to give Google complete control in setting up the entire ad for us now, What that means is that we're gonna allow Google to index our website based on how we have set it up. So if we take a look at, for example, I heard dot com and we go into their shop right here and we can see that they have a lot of different categories right there. Supplements, there's herbs and homeopathy about the personal care It said rocks. By the way, these would all be great campaigns, and these would all be great at groups. Just a little note for organization purposes. And this would also be great campaigns up here in these great ad groups. But at any rate, what we're gonna allow Google to do is index our site, check out all of these products and allow Google to do the ads. For us, that means throwing out our complete control, throwing away bidding, setting the price limits, keywords all of that pretty much Google is gonna do the ad for us. So what is the purpose off these when we already know that giving away a lot of control to Google isn't a good idea. Well, the purpose of this is that if you have a very large website or a big product catalog like we can see here, I mean, just go to supplement. There's a lot of products going on. If we allow Google to do this on our based off on our website with a small budgets, I recommend, you know, going max 5% of your total campaign budget into these. We can allow Google to do a bunch of dynamic ads for us, and we can see which one is getting the most traffic now. For example, if we are doing I dynamic search ad and we noticed that after indexing the Web site and everything, the beauty section and the collagen product or a specific product in there is getting, ah, lot off love, right is getting a lot of traffic. We might say, Hey, this is working out really well. We should get a lot more collagen product and we should probably do some ads specifically on these product because Google is showing us that there's a lot of interested traffic here . So what this is is a tool to discover which one of your product that is really working out . So once again, it makes sense that you're gonna need to have some experience with Google as because you need to know how to use this information already. You need to have a bigger budget because honestly, the chances of this working out and being profitable or small, this is experimenting and finding new opportunities. And the third, we're also gonna need a big product catalog for Google to choose from. Now, if we don't have that, we might as well just be making the ads herself is gonna be a complete waste of time. So with that in mind, I would Onley once again put 5% of the total campaign budget into this because it doesn't always work out that if you doing this for clients, make sure that they are aware of what you're doing because it's highly experimental. So that is how it works. You allow Google to index your website through these and make different dynamic ads based on what people are searching for and then looking at the result in seeing hey, which one is getting the most traffic now. If we go back here, we can see that there are more option. We can also use you RL's from my page feed on Lee and we can also use us from both Google's Enix or my Or We could also use you rails from both Google's index off my website and my page feet. Now what is the page feet now? The page feet is basically going to be these different categories. Rights kind of work, like your site map, which is directing. We spoke about the site map in the organization a little bit, and this your pace treated different organizations within here. So let's say, for example, that we want Teoh Google to do them now. Make search As for us, in order for us to see which one off these product that is really working, that we should be spending some more time on and actually making new ads for maybe bringing in some more product. But I don't want them to index the pet section. In other words, I don't want the Google to even read this section or make any ads on the pets section. So what I would do is exclude the pets section. Similarly, I might Onley one Google to be making dynamic ads in the supplement section. Then I could upload that page feed to Google, the U R L. To all of the to the supplement side or specific supplements here that I want them to be using. And Google would heed that call and Onley index those parts and make dynamic search ads for those parts. Right? So some more things that you need to keep in mind here, that dynamic search as it basically throws all of your control away and that's not necessarily bad is just highly experimental. And we've spoken before about keeping your dad a clean right. You really want to keep it clean, so I would assign a separate campaign for dynamic search ads in order to see what parts of getting a lot of traffic. If you start mixing up too much things, you're gonna be very confused with the result you're getting you're gonna pollute your own data is going to be much harder to read. The reports analyze and optimize your future. That's right. So let's summarize what dynamic search ads are. It's basically allowing Google to crawl your website index your Web site so that Google can take complete control and make a couple off ads or a bunch off that based off the products that you allow Google to index. If you allow Google to index, your entire website is going to be making ads on all of the products that you have. From that result, you can see which one off the ads that Google have has made for you are going to be getting them more or the best results and the ones with the best results, especially the ones between the good results. Of course, those are the ones that do you want to. First of all, analyze and see. Could I be making this better? Is this worth our time and money? Well, maybe it is is getting some really good traffic, then make your own ads from those results, right? So chances are right now you can over to see where this is a beginner friendly and also needs to do massive. You need a bigger budget, and you really need, you know, a big product catalog or a big website in order to do this or even be worth your time Side note. I recommend spending 80% of your budget on you know, the ads that work 20% off your budget on experimenting. But I would not put more than 5% off my budget on the dynamic search at. So we're going to be talking more about budget in a little bit in an upcoming lecture, and you're going to hear me say this again and again that 80% off your budgets should be spent on what you know works and improving those things and 20% on experimenting from the new products and doing a B testing all of that in upcoming lecture. We're gonna go deeper into those things, so dynamic search ads don't recommend it, especially not in the being in the beginning. If you have clients and your clients are okay with, it can be a great way to have a look at their website and see Hey, what? Which one of their products are actually working or which one of your products are actually working if you got the size and the budget for it. So with that said, we've gone through all of these three settings already So what we're gonna do next is that we're gonna go in towards targeting and audiences and look at location targeting and location. Targeting is huge and very exciting. So brace yourself. We're gonna move on to the next lecture. I'll see you there. 8. Location Targeting: in this lecture, we're gonna talk about targeting specifically location targeting, and this is huge. There's one off the biggest parts off creating an ad campaign now, First of all, if you have any history whatsoever with your client's business or with your own business, depending on who you're doing ads for, you want to bring out that history right now and with history. I mean, location is their demographics. The more data you have in your reserve right now, the more data you can pull out, the more that's going to improve your ads because the more specific you can be with your location targeting right and, of course, is going to be very different, depending on if you are brick and mortar store or if you are selling online products. And, of course, if you're selling services, resending online services. Are you selling local services? If you're a local business, the targeting is gonna look very different. But without further ado, let's dive right into it. So here we are, down a targeting and audiences, and we're gonna go through what the different options are and some best practices because even if you are selling digital products under digital services. It's not always profitable to target all countries and territories in the world. Even though you can write because some are going to have higher bid rates, some are going to have higher conversion values, and some are going to be more worthwhile. And also for those of you who are drop shipping, for example, or just selling products and shipping it internationally or even shipping within the state's, maybe from the States for you, you also need to consider the shipping race or the specific international lawsuit in specific state laws that I need to abide to and from all of this information, you need to make a decision. Where do I want to show my ads that are there any places that I should be excluding? Right. So the more data that you actually have right now about your customers, about your sales history, for you and or your client, the better. This is going to be so starting off, the first thing we can do is that we can target all countries and territories, and generally I don't recommend that for the reasons that I just outlined. So, for example, for me and just for Ah, lot of four courses sell to the U. S. And to India. And even though we could target all countries and territories, that's where we would be spending our focus to make the most profitable ads because that's where we're getting the most traffic from and then would want to look at where in India and wearing states which states are selling the best for us or our buyers are consumers. So that's the 1st 1 you can target all countries and territories. And then there's also going to be another option. That's going to be depending on where you live now for me right now. Is this Thailand? Because I'm recording this in Thailand as we speak for you. It might be the state's Aaron might be Morocco. It might be Norway, or it might be India. You know, depending on where you are, the U. S. Could be. Of course, that's some of the biggest traffics, but it doesn't really matter, because you can also customize this, which is one of the things that it's so important with having back update or having some history. If you go down here, click on enter another location. This is where you can get really specific, right? So let's say that I want to target the U. S. I would write in United States, and I'm going to be getting all of this information. And I have a couple of options here. Not with the United States is a country I could decide to target them, and then I'm gonna see my reach here. I could decide to exclude them, and I could also decide to go nearby, meaning going to include everything that is nearby off the United States. So let's say, for example, that I click on target right now. Then I would be targeting the United States, and we can see the reach that's going on. Or what I could also do is that I could remove this one, select all countries and territories I could search for in United States once again, and I could click on exclude. So that would mean that I am targeting the entire world, all countries and territories. But I am excluding United States, and that could be for any reason. Maybe it's too expensive to ship to the States. Maybe there is a certain loss that apply that that we can't fulfill. You know, it could be any reason why you want to exclude a certain country or a certain district, or, you know, you can be really specific in what you including what you exclude. So let's remove that. So what we could also do is we could write in a Sitko. So let's say that I want to write in a state code for Colorado. I could write in 800 Level 54. We're gonna put up Colorado and we could see the reach. We get target, exclude or go near by now. We could also do just the street address. So let's do cross roads. In Texas, for example, we get Crossroads Recon Target there were Go, exclude or go nearby. And as always, when you go in there by your giving up a little bit of the specificity and losing a little bit off controls, it's not what I recommend right off the bats. Or you know what I recommend generally, when you're trying to be specific with your targeting and your data. Now, if you're looking to be even more specific, what you can do is remove all of this and going to advance search. Now there's nothing advanced about it. It's just a couple of more options, but it's going to have a couple of different benefits here now. The first thing is just like him before you can search for, you know, a certain state. Colorado, California. You could search for street address postcode poster quote just like before. But you can also do this in bulk, Meaning if you're looking to maybe target 32 off the States, you could do that here. Could go Cal Foreign. Yeah, you could do, uh, I am. Let's do gold around. Oh, main. And then I click on search and all of these air gonna appear in here so I could just go ahead and target the mall or exclude them all and they would be in the list, right? And if you were planning on re using this list, you could you save this down in a document and copy paste them in here? It's a very handy way of doing this. There's also another option, which is radius over here, and it works a little bit differently now if I assume out from here, I'm currently looking at those states. That's right? A for assuming I could use something called pin mode. Now Pena mode is a pretty cool thing because you can go quite specific in your pain mode, right? So let's say that there's a certain place in South Dakota on in here. That's right. So let's see in hip this period district. Oh, I know that this is gonna be really popular there, or I have a local store, local business there, what you could do. It's click campaign mode and you could paint it out there. And right now it said on 20 miles. So it's a 20 mile radius. You could also change it to Killam. Kilometer is it? That makes more sense to you. And then you click on Target and we're targeting this area now. You know, comically Google hasn't made it possible to exclude in the areas with pain mode. And there's no real reason for that order than you know. Whenever you exclude, Google is losing money. So probably that is the reason why we can't exclude in pain mode. But we can't exclude when were more location specific so minus points there again, Google. I still love Google, though, so we could do it like this. What we can also do is remove this one and extended up towards 500 miles as Max and we could also do one mile asked minimum and then just go ahead and target are different areas that we're wishing to target. And if you want to exclude, we have to be way more specific here now, some of the great practices that you can do an ad in here. One of those things is, for example, let's say that you have a local business and you're doing something that's decently mainstream. Maybe you have a building firm. Maybe you have a comma brick and mortar store. Maybe you helping a client who seem to pest control as a pest control business. In some areas, the competition can be really rough, and that means that they bidding for the click that cost. Berkeley can go up really, really high, and sometimes the business gets really nasty. And sadly, a lot of advertisers know about this already. Some do it this summer, just aware of it, and unfortunately, some competitors will search for others. Ads know how high the bid is. Sometimes even 30 40 50 $60 for a click, which is insane, honestly insane. But of course it can be worthwhile, but it's insane, so competitors will go in and they will click on your ads, used to make sure that it's costing money for you and ruining your analytics. Now what you could do in those cases would be to look up your biggest competitors. Even you know, if let's say that you have on entire district and the district ISS is rather large and you want to be specific in targeting. What you could do is that you could look up their address, adding their address in here, all of the big business that you know are dealing with this or that are your competitors and might be doing this kind of nasty behavior and then simply exclude them in that area from a one mile radius, Right? Do you want to have a really small radius around the minimum radius around so that they're not able to see your ads and they're not able to do these sort of practice and there's a lot more bad practices going into going on in ads, but we don't have to go through all of those yet I just wanted to be aware some of the best practices that you were able to do with this specificity. So to summarize, you can be very specific. If you know where you have your audience, you can target their specifically If you know there are certain places you can't shipped you you don't want to ship to because maybe the shipping rate is too high. Maybe there are lost forbidding it. Or maybe it's just not worth. While you don't have a good conversion rates, there are. The bidding is to hire whatever. Maybe you want to exclude your competitors from seeing your ads. All of that is possible right them in and then include the area, or you exclude the area based on the data and based on what you want to happen, it is very easy. Once you cross the basic behavior and setting self Google ads and location targeting, it's very straightforward. So if we cancel this, then we already know how the targeting works, how we can search for nearby locations, how we can go. We can target, we can include and we can exclude. We can use dip in function with advanced search. And there's also another option that's called location options down here. Now, this location options talks about your including and excluding and the way that Google will treat that information. So let's look at the options the 1st 1 is people in or who showed interest in your target that locations now. Of course, that's gonna be recommended because there's gonna be the vast majority off people. So let's do that sentence a little bit slower people in or who show interest in your targeted locations. By breaking this sentence down, we know the people in a certain location so retarded. California's of people in kind of California are going to see the ad right or who show interest in your target. The location. This is where things get a little bit blurry because we don't know what Google means with who show interest in your target and location. Because Google hasn't released this type of information, so we're only going on a guest here. Maybe it's their total amount of history maybes, YouTube searches. Maybe it's, you know, I don't know what it is because Google doesn't release all of that information, which is a pity, because then we don't know what we're targeting, but at the very least is gonna target the maximum amount off people. If we go down, it's gonna be people in or regularly in your targeted locations. Now, before this option was actually about people in your location. But now Google has changed it to people in or regularly in your targeted locations. So Google has done us a little bit of a disservice because we cannot specifically target people who are currently in the location anymore on the people in the location and or who are regularly visiting the location. Right? Maybe we only want to target people who are in their not possible anymore. But we need to make the best out of it. But this is obviously much, much more specific. So if you have a local business here, maybe you have ah, catering firm, for example, then this would be the only choice that makes sense, right, because you only wanna target people who might find your ad and actually make an order. Now, if you have your local catering firm in California and someone in Detroit would Google, you know the key worst and makes your ad put up. Chances are that they aren't going to be ordered catering from California to Detroit. So it would be much better to target people who are in irregular in your target and location, which would be California, maybe even more specifically the district, the event and being even more specific based on your data. And then we have people searching for your targeted locations. So that would be people who have to search in California when they are searching for something that means that it's completely independent on where they are in the world. It's more dependent on what the search, while the first option includes where people are and what they search this. The second option includes Onley where people are and the third options include Onley What people search, right? So this would be great. For example, if you have some sort off rental business right now, a rental business would mean that people might be in another state during another country and they have the intention off coming and visiting you. Maybe you have a hotel business or a hotel client, or maybe a scooter business or whatever it might be, and people are already looking up and are planning to rent something from youth. That's not going to be location dependent because maybe they're going on a business trip or maybe they're going on vacation, and that means that they're not going to be in that place. They're not going to be in your location. They're only going to be searching for your location in order to provide that service later . So that makes sense to use this option similarly, would also make sense if they actually were in the location and or were searching for that term. If you had a rental, any one of these options would make perfect sense. But to only target people who regular are in your location would make lessons. But I would say for your ads in 90% of the time targeting people in or regular in your target the location is going to make the most sense. So let's take a couple of examples. Mean Jesper, we are selling courses and we know that the majority of traffic traffic is coming from India. We know this coming from the States, so I want to make sure that I am targeting people from the States who are actually in the state because they are in the States when they are buying. I want to target people who are in India because that's when there, when they are buying Indian people in American people, and then we can go even more specific about the district's in India and about the states in the US off course and target those that has the biggest traffic. But I don't want to target people who has shown an interest in India Rashomon interest in the state because that is gonna be throwing money into the lake, which, of course, the more money we spend. The more Google profits to Google is I was going to recommend this one, but to be a specific as possible. Definitely majority of cases recommend people in or regular in your target that location, and that is gonna apply as well if you have a drop shipping business, especially if you have a local business, and it's important to know that there are no right or wrongs here. Well, there's good and bad targeting, but a better way to put it is how your target is going to be very specific to your business . Your location and your situation, right? So I don't know where you have your customers. You might not even know that at this point, I don't know what kind of business you have, but with this knowledge in these options, the more specific you can be based on previous data, the better your ads are going to be performing rights. So let's move on to the next one. Excluding works very similarly now to Google's credit here, and definitely is surprised me. Italy's Google recommends to exclude people in or who show interest in your excluded location, and that makes a lot of sense that we want to be using this one, because let's look at the options. Once again, you have a catering firm, you have your catering firm in California and someone is searching for catering firm who is in California. But then they also used the key word catering firm Detroit. You don't want to pop up on that one, right? So people who has shown on interest in let's say that we have excluded Detroit, then people have shown an interest in Detroit. We would make sure that they are then excluded. Similarly, people in the excluded locations would make sure that if anyone is in Detroit or basically anywhere that's not California, they would be excluded. Similarly, some countries are gonna have really bad conversion reason, really high bidding costs. We're gonna want to make sure that we exclude those as well. So in order to exclude the most amount of people based on our exclusions, we're gonna want to use this options. And I don't know why Google recommends that it took me by surprise, but credit eu Google. So to summarize this entire lecture, As you can tell, location targeting is a big deal. It's very specific to what kind of business you have is a digital baseness is a local business. Does your client have multiple businesses? Drop shipping business? Is it your own business? That's also a factor, too. Take into consideration here and you're gonna want to know. Hey, where is it worth while targeting? Where are my best conversion rates? Where do I get the most traffic? Where is the best shipping costs and also the reverse world? The worshipping cause Where is the worst conversion? Miss, you're gonna want to exclude all of those. And the more ads you do the more data you get and the more data you get, the more specific you can be with your ad. The more specific it can be with your ads, such as the location targeting the higher conversion for less costs you're gonna have, in other words, better ads for less money. And that's what it's all about, right? In the end, we're here to make this big of a profit as possible. So as always, if you have any questions because location targeting is a big deal, feel free to ask them in. The Cuban eight will reply to you within 24 hours, as always, and we are going to move on to languages. Right Then we're going to continue with the targeting, go through all of the steps and be as detailed as possible for the best practices when it comes to ads. So see you in the next lecture 9. Languages: So welcome back a new lecture, new shirt. That means it's time for a new setting. Now, in this lecture, we're gonna talk about languages, how to set it up and what they mean and they're fairly straightforward. So let's dive right into it. So here we are, and the next one to set up from having set up our location already is setting up languages . Now it's gonna be defaulted for me in English because my interface is already set up in English. But it's important to know how languages works, who you're actually targeting when you're setting a certain language, right? So let's say, for example, that we are selling online courses and our courses are in English. It stands to reason that we want to target people who speaks English, right? But how does Google know that people speak English? Well, that's going to be based on their interface. So everyone has their interface there. Google interface set to English. They are going to be targeted by this English setting. So this also means that, for example, if you're looking to target Italian speaking people, then if you add in Italian here Italian click there and they're added in to get it with English. Let's remove English for this demonstration. Now, if I'm only targeting Italian speaking people, that means that I'm targeting people who have their Google said into Italian. And if you are in Italy, if that is your location, then they are going to be at google dot i t. Because that is three euro for Italy, right? If you are in France, is gonna be Googled out. F art, if you are in America, is going to be Google Doc. Come. If you're in Sweden, Google, that s e etcetera, etcetera. So that's also a way to know where people are based on their interface. But the problem is off course that let's say that you have Italian speaking people who are in the US or they're just for some reason, they prefer their interface to be in English. Well, that means that Google is going to miss them in the targeting. So what you want to do, or at least what we prefer to do and recommend to do, is to add in English as well in here. So if you're going to be targeting Italian speaking people, you might want to adding English as well, assuming off course that it is applicable to English speaking people. But if you're looking to target is certain language and you can get away with English speaking people, too, who understands it, then I would add in English as well, because the chances of targeting correctly are going to be higher, right? So let's say that our courses has is in English, so it stands to reason that we would like to target English speaking people. But let's say that there are also subtitles in there that would work for, say, French, We would add in French like that. We might also have subtype for Portuguese, Portuguese. We're gonna add that in there, right? So now we've targeted a couple of different languages. But it's also worth remembering that targeting these languages isn't going to be translating your ads. Google doesn't translate any ads for you, right? So you want to know that Hey, one languages my ads in and even more importantly, what language is my material in my landing page from my video or whatever it is that I'm advertising, who can actually view this and understand this, right? So that is super important. And remember, if you want to know who you're actually targeting with languages that is going to be based on and decided by the users interface. Google doesn't know what language people's actually speak. They Onley recognize their interface, either from their account or from their location. If there at google dot fr google dot com Now. Another thing that's pretty cool. Let's remove these. Remove this as well. The default is set to all languages right now. That's that's not the cool thing. The cool thing is that if you enter a location in here, you're going to get some recommendations for languages to add. So let's add Spain in here, so I'm gonna go ahead and target location target like we did in the previous lecture. Spain. I'm going to click on targeting here now, scrolling down. If I go ahead and I add English in here, we can see on the right based on your targeted locations. You may want to add these languages. They're giving us recommendations. So now they're recommending us to add Spanish and Catalan. Now, if you ever been in Spain, you'll know that some people in Spain speak Katima, and that's that's his own history. And if I click on at all, they're gonna be added in here. But if I go ahead and I target multiple locations now, we just targeted Spain in here and I want to target Italy as well. I'm gonna do it and dilatory Italy. And I'm also gonna target Germany like this there ago. Now it's gonna be a little less specific. Catalan goes away, but German, Spanish and Italian states I can click on adult and they are all added in here makes a lot of sense, right? So in the end, I recommend that you actually target in the language that your website is based on, or that your material and your Addis based on it's not gonna make a lot of sense to make an English ad and then target Spanish people. But of course, if you actually make your ad in Spanish and you have a Spanish website, they have Spanish material. You might want to target people who speak Spanish, and also there are going to be the might be Spanish keywords in there, which makes this even more specific. And if you're really specific with your setting up the ad and targeting and everything you might add in a lot of different Spanish keywords specifically. Then you could get away with targeting in English and also adding in Spanish. There we go Spanish here as well, because then you would get all of the Spanish speaking people, including those who have their interface, that English was this going to be a lot of them? It's just gonna be more important that you set your keywords and you Spanish keywords scissors, that there's only Spanish speaking people. If they're English speaking people, that's just gonna be a waste, right? So in the end there is a little bit, you know about languages, but it's fairly straightforward, right? You target the language where your that your audience speaks or that clients speaks basically. And if it's English, you add in English. If there is additional languages, adding additional languages. But if you have your material and your ad on one language, then target that language. Okay, so that's it for language is fairly simple, but I was interesting to know how Google also targets. Now, in the next lecture, we're gonna go down, and we are going to look at audiences what it is and how it works. So I'll see you in the next lecture 10. Audience - Types: Welcome back. Now in this lecture, we're gonna go over audiences and audiences is a big deal. So brace yourself. It's an important topic, and we're gonna go slowly, carefully and have fun. So let's go. So once again in our campaign set up scrolling down from having set up languages, if we go down, we see the topic off audiences. So all we're gonna do is expand that one, and we get a bunch off different options. Now, before we get too much into what audience is, we need to understand what different types of audiences there are. Then we can actually learn how to use the audience. Tap right. So you concert for different types of audiences. You can browse different audiences, and you can also get ideas from Google themselves. But if we start from the middle and then go back to the beginning and we start from the middle, you can see that in browse. There are different types off audiences that you are able to browse like detail, demographics, affinity and custom affinity in market etcetera. And that's important and a big deal because whatever you search for here in the beginning, what type of audience you search for that is going to be one off the different types of audiences showing up. So it's important that you understand the differences before we learn how to properly target on audience. So what we're gonna do is that we're gonna dive right into that. So here we are. Now let's talk about audiences. What is an audience? Well, it's the no brainer. Answer is your audience is the ones who are watching your ads. Are your prospects right? The people who are hopefully going to be converting. So there are a couple of different audience types that's available, and we're gonna look at those. We're gonna break them down what they are, what they do. So we can better understand how we can target our audience and out to target people. Now, we haven't gone into that topic yet. We're gonna do that later in the course about key words and keywords are a huge deal in order to target your audience. If you have a certain keyword and a person searches for that, that's very targeted, right so you can build an audience like that. But you can also build an audience by using different criterias, and we're gonna look at those criterias right now. So the first criteria that exists is the detailed demographics. Now, we have already started setting up for demographics. We have set or location. We have set the language that's being spoken by our audience. We are limiting the ad and making it more targeted. And the more target that it is that is going to be a much more target, that audience that you will be reaching. Right. But in here, when you go into the audience tab, you're able to be even more detail. And even more detail are gonna be these four options, which we will browse in the next lecture here. We're just gonna focus on the types now, when it comes to parental status, marital status, education, home ownership status, etcetera, you can get really detailed because let's say that you are planning on selling wedding rings. Okay, well, there a couple of things you might want to do one. You want to exclude everyone who is single and you want to exclude everyone who's married, right? Because singles don't need wedding rings and married people over to have wedding rings, and you want to target people who are in a relationship, so that would be a detailed demographics targeting. And, of course, if you're selling high ticket sales high end product, you could go and search for more highly educated people. While it's not true that you need to be highly educated to have a lot of money, especially not today, it's still a pretty solid way to filter out the people who are gonna be potential prospects . Prospects being a word for potential customer right? So those air detailed demographics Now, next up, we have affinity and custom affinity, and let's do one thing at a time Now on. Affinity is when you show a liking for something of interest for something. So say, for example, earlier in the course, if you've been following along from the beginning, we went into a website called I her right, and it has different categories. Now if I go into the sports section and I started looking at these things like muscle builders, pre workout, post workout, um, protein powders, BC A's all of these things that's associated with muscle building and sports. Google is gonna analyze all of that data, and it's also going to analyze my history, what I've been browsing before and also how long I've been browsing it. For example, if I'm browsing 10 different things and I spent more time on one thing than something else , Google's data is gonna interpret that and think, Oh, okay, this person is more interested in that. Okay, so let's take this as an example we went into I her went into sports muscle builders creating right. We're selecting, creating right now. So if we would go into the affinity, targeting for audience would go into sports and fitness. And then there's an option called health and fitness buffs. Everything has an explanation as well, and it reads people with a strong interest in health and fitness who tends to exercise regularly and make healthy food choices. Now, suddenly I belong into that audience group because we visited I, Herbert went into the sports section and the muscle builders, right, So now suddenly we had turned into these audience groups. So if someone selects this one as an affinity in their audience targeting, I will be a part of that group, and those kind of ads might be visible for me Now when I go ahead, and I do searches on Google. And when it comes to custom affinity, that's gonna be a little bit different, because then you were able to add in your own you or else we can't do that. Now. We need to go to the dashboard and go to custom audiences, etcetera, and set that up later. But when it comes to custom affinity, you could, for example, target people who have been visiting a certain your l. A. Maybe you have your own key words that you can make your own personas like that. So there's affinity, Anders custom affinity with affinity. We're using Google's data with custom affinity. We're more reliant on supplying more for old data. Okay, so that those would be the differences. And we definitely don't need to consider custom affinities this point at all, Not at all. So next up we have in market and in market is just another word for on a potential audience who is in research for something. Now, let's take an example here, so let's say that I go into Google and I search for mountain bike gear right now the mountain, by get that is my search term and because I searched for that, this ad was triggered, right? So mountain bike gear is triggered on the very top off my searching. And this is interesting because on the front and all that we see is that I'm riding in a search term and I get on ad pop right in front of me now, off course. This could be because this company that seems to be called a chain reaction cycles that come. Maybe they are ranking for the keyword mountain bike gear. That could be it. But if they weren't if they instead were using audiences here and using an in market audience, we could go backstage and it would look something like this. So we would go into the in market section, which is also called what they're actively researching or planning. But it that is your in market audience, right? And then I would shake in sports and fitness and the outdoor recreational equipment. Right, So all of that is checked in. So because I have checked these things, that would mean that now I have set up a condition, right. The condition is that all of the people who are in search off these things. And Google knows they are in search of these things because once again, everything you typing in Google and every website you visit, you spend time on. Google analyzes that Google has a persona off everyone who uses their services, and this persona is being interpreted. And here we can interpret even further, right? So it that search term makes me look like I am in research for outer and recreationally equipment and in the sports and fitness section. So they are interpreting that I am researching to buy something within that sector, right? So that would be the condition. So the condition is set and the search term that was used is the trigger. And after this has been triggered, the ad is the result. So once again, slowly, Conditions said is that I want to target on in market audience that is gonna be a part of outer regulation equipment or sports and fitness. How do we know that people are interested? We're researching that Well, Google does, based on their own data interpretation. So that condition was met because then someone me, in this case, served for mountain bike gear. Okay, so Google analyzes data said, Hey, this is actually part of outer recreational equipment and or sports and fitness. So we are going to trigger this ad that that Shane Reaction Cycles has set up. So the ad was triggered, and that is how in market audiences work to summarize in market audiences. It is for people who are researching something you most preferably a product that you are willing to sell. Now this could be protein powders. We've seen this before. This could be, you know, use be stick. You could be. You're researching backpacking gear, whatever it is. Even if you just served for hey, best backpacking gear for digital nomads, that could be your search term. And that would be enough to already be putting on in market audience. So now I'm already in this in market audience because off this search, right, So this is how Google creates personas and add them into different audiences and how people are able to target you out and then have ads shown for you relevant acts. So that's in marketing. Next up we have re marketing and similar audiences, and re marketing is huge is a really, really big deal. Basically, you're gonna have on Ah ha moment. If you've never heard of re marketing before, re marketing is when you visit a website like shown here. This example flies from new acceded to SFO Amateur. Where s IPO is in a live in states but anyway sits within the state's, I'm sure so flights from your exceeded to SFO and then after having searched that maybe they go into google and they type something they serve for something, whatever it might be. But now suddenly, as we see on ad is triggered, right and the ad is triggered because now they are being re marketed to or if we're doing the search, we are being re marketed to. So what re marketing ISS is that you visit a website and that website. That person saves the information that you have visited them and then they save you down and all of the other people who has visited that's a specific page or that specific website down into an audience and they make sure that they show you a relevant at once again. So look in here to the right After having visited that website and gone and searching for something they see a search at in the first example and a search at is what we're setting up. And in the second example, they're using display ads, a display ad for the desktop version. And there's one display ad for the mobile version. And don't worry about the different between search and display ads. Workers were going to go through those later on in the course, but for now we can say that a search at is based on what people are searching for, right. It's gonna be the text form that we've seen examples off before and display at is going to be when you are displaying something using usually pictures. Okay, so that would be the difference. We're gonna go more in details about that later. So re marketing is really, really powerful because the truth is that a lot of people are much, much more willing to buy if they have experienced the brand before. If they have been on the website before, So this is a amazing way to have increased conversions to have increased the branding, have increased awareness off your website and your business, and it's a really powerful strategy that deserves its own section and It's on love to be properly utilized, but it's also slightly more advanced, so we're not gonna go into that further right now. We're going to continue setting things up now. A similar audience. It's when you take on audience that you already have. Let's say that you have a YouTube audience and you have gone into Google Ass and you have added in that YouTube audience. So let's say that you have a website, traffic audience and even a remarking audience. You could use all of those and then do something called similar audiences and similar audiences means that you allow Google to extract data from the audience that you already have and create, just like the name implies a similar audience. So if you don't have a lot of data and you're just running your first couple of ads or you have very little data from maybe your website, but you know that this is high quality traffic, you could use similar audiences to grow your potential targets. And then you could try doing different as you could analyze the results and see hey, these air worthwhile keeping these orange and then keep increasing and optimizing until you get higher conversion better CPC bids. Everything improves. Right? So this is how you increase the results and the conversion off your s. Now, should you be using similar audiences from the very beginning? You absolutely don't need to. But if you already have some backup data, you could go ahead and do that. But that is gonna be later on, right? There's nothing that we need to do right now. There's a place in the Google ads dashboard that's called custom audiences. And you can set everything up from there. So to summarize, re marketing very powerful strategy a little bit more advanced, but very, very powerful because it saves the visiting history off the user and then shows the relevant add to them once again. If you've been searching certain flights, there's gonna be an ad with those certain flights showing again. If I visit a certain protein powder a landing page for it, then I'm going to see an ad for that very specific protein powder once again and it can be in the form search at and display. That's okay. That's similar audiences is when you allow Google to take an audience you already have, and then, based on their personas and the day that they have on them. Create a similar audience just like the name implies. And finally, we have combined audiences and combine audiences is exactly what it sounds. It is when you take all of these different criterias and you combine them, you could set absurd in conditions like If it fits this or this condition, it's gonna be unacceptable audience or you could never with down, for example, it needs to fit this and this condition and also you can exclude, and we're gonna look at what combined audiences is in the next lecture. It's a really big deal in a very effective too right. And finally, I want to end with saying that Google very often changes the names when they do updates and the functions off some off the audience types. So in order to keep this as clean as possible, I'm going to add in the link to this information boxes, in case they would change in a name or in case they would do any form of updates. That might look confusing now, but that might makes perfect sense because it has the same function, just a different name and also not all off the types off audiences are available for all of the different types of ads. Now we haven't got into the different types of ads, but it's all in here. Depending on if you make a display at a search at video ad, then you're gonna have a different audience types available. But at any rate for your reference, this your l will be in the resource is. So let's actually dig into the different options and see how we can create and manage, or audiences and the different ways that we can target them on. So see in the next lecture. 11. Audience - Targeting: Welcome back in this lecture. We're going to keep talking about audiences. But now we're gonna look specifically at the targeting. Since we already know the types from the previous lecture, right, let's go on. All right, so here we are with the audience tab already open, and your search is probably going to be completely empty. But mine isn't because I pulled out to make samples for the power point before, so it's showing me some recently selected audiences that have been looking around it. But in any case, doesn't really matter now. First of all, let's take this, as always, step by step. The first thing that you can do with an audience is do a search, right? So let's say that you are searching for food, and if we search for food, we're going to get a couple of different options Now. The 1st 1 is in market audiences food, and we already know what in marketing, it's right. It's people who are in the research or something is looking for something. So say that you have a restaurant, right, and you have already done your local targeting for your area. Well, if you go ahead and you would check this one, then that would be targeting people who are looking for food. Isn't that perfect? And there's going to be a bunch of different options as well. And if you're ever curious what it means, you could just hover your mouse over it and you're gonna get an explanation. People interested in purchasing foods such as prepared for sweets an ingredient and also we can see the weekly impressions on estimation off how many times on ad or something like this is being shown right? Not a unique amount of shows, but a total amount of times is being show. So if we de select is to take another example now, we know the Google is very clever, right? So the understand you're in 10 most of the time because they have so much data and they have such smart algorithms. So if I search for border building, for example, there isn't going to be anywhere where it says bodybuilding in here. That's not gonna be its own unique topic, but instead we have weights and string training equipment, fitness products and services, etcetera. So if you're selling a protein powder or some sort of supplements Or maybe you're selling. We're training equipment. It's gonna be in here because all of these relate to big interest off border building. Pretty cool, right? So that is for the search. And I mean, we've served for stuff before. This is no different. You served for what you're looking for. Now if we move on, we see the browse, and this is what we have just recently gone through what they are, what they mean. And the 1st 1 is the detail demographics that we spoke about and we spoke about the marital status, the idea off. Let's say that you're selling wedding rings, right? You want to target people who are in a relationship, not the people who are married and not the people who are single because they are not likely to be buying a wedding ring. Okay, and similarly, you can do other things as well. You can target on education. You can target on parental status. Let's say that you're selling Children's toys well, Children aren't going to be especially not The toddlers aren't going to be the water doing the Google and doing the buying. That's going to be the parents. So you're going to want to target the parents, and you're going to want to look at the age in here and then keep on You know what, you key Wortham. Whatever additional information locations, etcetera, etcetera, to make it as good as possible. But you want to be clever with your targeting rights, So let's collapse this one and go back. So then we also have what their interest in habits are, and this is affinity targeting. We spoke about this earlier, so So if I open this one up, there's going to be a lot of different topics that we can examine. So let's say that we have Let's going to beauty and wellness. We can go into frequent visits saloons, which is very interesting if you are locally trying to target an audience and you're trying to do local ads for your beautiful Or maybe you do nails. Maybe you do make up. Maybe you're a headrest or whatever that might be. This would be a way to target that, and very similarly for go down to life style and hobbies. There's a lot of different things family, focus, business. Professional fashionistas create living enthusiasts, art and theater aficionados that tough words for me. There's a lot of different ways that you can be very specific with your targeting. And like we spoke about, affinity is a person's interest, and their interests are gathered by how Google collects data about them and then summarizes that data like, for example, their search history. The time under the they spend on different pages at the different search terms that they used, etcetera, etcetera. And if you want to add any one of these, very simply, just click on it and it's added in here. So then you have an audience already added in Let's actually go down. Let's keep pet lovers. Let's add that one and go back And then we have the in market, and I think that's very interesting for a lot of people. Right click on in market. We can go ahead and we can look at business services. For example, let's say that you're doing a corporate event planning maybe your cell, those kind of services, or maybe you are an organizer or whatever. You could go ahead and do that, especially now we combine this you would be corporate event planning, maybe for setting up businesses for pet lovers. Maybe it's some organization or an event that's gonna be about how to create a dog home and make a business out of creating dog homes. For example. You can combine these things very clever ways with your targeting and just like before, it's gonna be a lot of different examples in here now, going back more arguably, these are the two that you're going to be using the most right And this one for the reason that re marketing is very effective. Similar audiences can be very effective as well, and also because combine audiences allows you to do what we just did but more specifically , and we're gonna go into combine audiences in just a second. So if we're going to re marketing a similar audiences is gonna be completely empty and the recent its simple, because we don't have AH website added in with a lot of history to it. Now, if we had our website adding, you're gonna be able to do that later on in the dashboard and it has a bunch of traffic and Google has had time to collect that traffic, we would have some one or an audience to remark it, too. But right now we don't so we can't really use this feature now. Similarly, if we had some sort of audience that we had custom, Lee added in a custom audience in the YouTube audience, maybe an email list, you know, it could be whatever audience that you have managed to pull the traffic data from an added into Google ads. Then you could go ahead and do a singular audience from them. But in order to use this, you need to actually have a custom audience or have some traffic to your website to use. And then let's going to combine audiences because things get pretty interesting in here. So we haven't done any audiences here yet, but we can go ahead and create one right now, so I'm gonna click there and then we can give it a name. Now, of course, you want the name to relate to whatever specific targeting you're doing. Let's say that you are targeting pet lovers, or maybe you're targeting people who love dogs, for example. It would be called dog lovers, so that could be a persona, if you will, for a certain audience. So this would be dog lovers on. If you have more, maybe dog toys that you're selling, you could keep using this combine audience that you're creating. That would just be an example. So now let's look at the different options and how to use this tool. It's very handy now. The first thing we can do clearly is to have an audience, right? So let's adding on, Let's search for animal here. Now we can search for interestingly dog lovers, so I'm gonna add dog lover right here. You We can also browse like we just did. Now the interesting thing here is that now we have two different options on how to approach this. We could allow people who are dog lovers or maybe people who also are the search for animal lover are there We go pits lovers or pet lover. So what that would mean is that if you're either a dog lover or a pet lover, you can be a dog lover without being a pet lover, right? So if you are either one of these, you are going to be matched in right. But if we do something else instead, if we click on narrow your audience here, then you were literally narrowing our audience because let's search for cat lover and add that one in then. And for the sake of simplicity, I'm gonna remove pits Lebanon. So right now you need to be a dog lover and a cat lover in order to be targeted, right? Which means that now we have narrowed it down. Now we have set two criterias in order to be targeted. Now, if I do it like this, if I go back here and I add in pet lovers there we go. Now you could have a combination of the following. If you are a dog and cat lover, you will be targeted. But also, if you're a pet and cat lover, you will also be targeted regardless off dog lover. So these two means that you can pick anyone off these right? It opens it up and makes it broader form or possibilities. If you were a dog and cat lover, you passes an audience. If you're a pit and cat lover, you passes an audience as well. But this one is an additional condition and this one is just one condition. So this is one condition. This entire boxes one condition and this entire box is one condition. So that means that you need to target any one of these and this one. Now, if there were several more boxes, there would be several more conditions. But if you have multiples in this box, it only needs to target one single one off that box. So anyone in this box, plus the anyone in this box would create a audience and would be an improved audience. Now, if we have five boxes than all of these five boxes need to match, right? And if you have 10 things in this box and then you have five additional off these boxes, then you only need one single thing per item in the box to match with one single thing in the next box. One single thing in the next box, etcetera, etcetera, etcetera. In order to be approved as an audience, I hope this is making sense. So if you want to go broader, we go ahead and we add in mawr criterias into the single box. Because then there's more possibilities. If we want to be narrower, we add in more boxes because then their arm or conditions and needs to be applied. Okay, So what you can also do You can also exclude audiences. Okay, So if I click gun, exclude audiences here, then we can start adding in people who we don't want to show our ads to. So let's search for business as an example and scroll down, and then we look at business travelers. So let's add this one in because we're gonna assume that if you may be a pet lover, but chances are that if you're also a business traveler, you might just love animals, but you might not have an animal yourself. So if you're selling, for example, a dark color, a cat color or dog or cat food, chances are that this person might not actually own one off these cats or dogs. They might just be very interested in them. And that would be because they travel a lot so they can't have any pets. Now, this is just a theory, and this kind of theorizing is how you're going to be building your audiences, and then you're gonna test your theories and from the data you're getting, you're gonna keep optimizing. And either you're gonna throw. Something is the way you're gonna build upon new ones, right? So here the theory is that because if you're traveling a lot, you don't have time for animals, and that means you probably don't have an animal or you don't invest a lot in your animals . So we're gonna exclude all of the business travelers, right? This an affinity audience by there. So when we're done, it would just go ahead and weekly can create. And then we have our combined audiences. Right here is right 100 dog lovers. That's what we named it, right? So going back, this is our combined audiences. It's right in here. Very cool. Now also, if we do some targeting, let's go ahead and and just click on something. Let's click on the entire your beauty and wellness. Now, what happens as soon Issue start targeting something. Well, Google is gonna give you idea. It's gonna give you ideas based on what you've already targeted. So here we have spots and beauty services, hotels and accommodation, manicures, pedicures and frequently visit saloons. Some ideas to target based on what we just selected. Now, if you have a website connected, what you have uploaded your own audiences for example, Google is gonna give you a bunch of ideas as well based upon that. Okay, so that is how the audience targeting works. And do you need to use this function? No. This is not a mandatory function to be using at all. In fact, a lot of people do decide to skip Onley, use dysfunction when they are marketing to someone which is important to know, and the next very, very important thing to know within the audience section scrolling down that is gonna be audiences targeting setting for these campaign. Now, there are two different options and you need to understand the differences between these. There's targeting and there's observation. So targeting means that whatever additional information that we just added and are going to add, such as keywords, we're gonna talk more about that later. That means that your keywords are gonna be the primary drivers, right? But if you cilic targeting here, they also need to be into beauty and wellness. And they also need to match whatever we picked in dog lovers in order to be targeted by our ads in order to be approved as a target for our ads, meaning using targeting you're gonna narrow down your audience a lot based on Google's data , Okay? And we don't want that. We especially do not want that when were doing search at, because search as air so effective because we're using the users intent and the users intent is very clear. They're writing exactly what they're looking for. And we are gonna use keywords to match what they're looking for and then match their desire with an ad for whatever product that is that they're looking for, right? This is how this works. They have a desire and intent, and we give them that product and they buy from us and we have a business. But if we're using this sort of targeting, we're mixing up and we're polluting the data with using a lot of Google's own targeting and a lot of Google's own assumption off what people are in suit and aren't into. So I would not recommend narrowing down our audiences with targeting, especially not for search ads. OK, now, observation instead is very interesting because you're going to get a bunch of additional data, So this is not gonna affect your reach. It says here very clear to don't doesn't narrow down the reach of your campaign. However, it still allows you to select custom bids with that, meaning that you're still gonna have your keywords. You're still gonna be shown to the audiences that you're shown. But you're also going to see whenever they are triggered by something in here by condition hero by a condition in here, for example, and that will allow you to customize. So let's say, for example, that we know that all if there was targeted by dog lovers here, they have a huge traffic boost. So maybe were willing to put in a little bit more in our bidding a little bit off more of our money into people who are also triggered by this condition here from this audience, targeting doesn't change the reach once again, but it gives us more data, and we love data, right? And we look clean data. So what observation does is that it's still gonna target the way that you have set it up by location, language, keywords, etcetera and especially keywords coming later. But it's not. It's not gonna narrow it down based on these decisions that you make here. However, when one off these things are triggered along with the audience that is already being triggered based on your targeting. When one off these conditions are included as well, you will get data on that, and you lost to get date on how big of a percentage that traffic is, where they came from, etcetera. And we can make some calculated decisions from that data. All right, so to summarize it, we want to use observation because we get to observe whenever these conditions air triggered how much traffic there getting. And do we want to adjust their bids for those that can be very profitable? And is it even worth while to look into these conditions? All right, so difference targeting narrows down. Observation just observes whenever one of these conditions happens to be included in the way that you're already targeting. So I hope this made sense Audiences is quite a big deal, but mainly people use it for let's go back. And mainly people use it for re marketing. And if not, they're gonna use to combine audiences. Okay, so once again, if this is stressing you out, don't worry about it. In fact, you could even go ahead and close this down and move on. But I recommend at least that you watch this video and have an understanding of how it works. But you don't need to use it to make effective ads, especially not in the beginning. So with that being said, we're gonna move on in the next lecture and we're gonna look at budget and bidding because we haven't done that yet. So when we speak of a bidding, that's gonna make more sense. Now let's see in the next lecture. 12. Budget: Hi. And welcome back in this lecture, we're going to be talking about the budget now. Setting your budget is fairly straightforward. However, there's a couple of things that you might want to know about setting your budget. That's also quite surprising about Google ads. So let's get started. All right, so here we are now, in order to set our budget, the first thing we're gonna do is choose our currency. Now it's put into Thai bahts because I'm currently in Thailand. But I'm gonna change this $12 you're gonna want to change. Yours s well to whatever currency that it is that you're using. Now we're doing there we go. So if you are somewhere in your for example, you might want to be using euro. Just use your own currency. So here is fairly straightforward, right? It says entered the average you want to spend each day. So they're talking about a daily budget. If I want to spend $10 each day, I just write 10 in there. But there's some additional info to this. So let's dive right into it. All right? Welcome back to the world off power points. Now let's continue talking about the budget, right? Because when we look in the campaign settings itself, it looks very simple. You said your currency, and then you write in your whatever daily budget that you have. But there's a couple of extra things about these that we want to go through so that we're all set them. We know what we're doing, right? Step by step and making calculated decisions. So the first thing is that we are talking about a campaign budget here, okay? And when we're setting our campaign budget, that is going to affect everything that is also below the hierarchy, or rather, the structure off the campaign. Now, if you have been following along with me all the way back, it seems the structure lecture, then you might recognize this one. That's when we were talking about the structure off Google ads and how the higher casework , right? So what we're doing right now is that we are setting the budget at the campaign level. So what does that mean? Well, that means that this is also setting the budget for the ad groups, right? And because we're also setting the budget for the ad group, it also means that is going to affect how much we're potentially bidding for certain keywords and certain ads. So that means that when we're setting our campaign budget, we are setting the budget at the level of campaign angers and everything that's below there . We are not setting our account budget now our account bodies or total budget that we're willing to spend. We're only looking at these campaigns now, and the ad groups and the ads etcetera, that are connected to these campaigns. All right is very good to know they. So we know how our bodies work and how much we're willing to pay for certain campaign certain ad groups, etcetera, and you can go more in detail and customize these, and we're gonna look at that in a little bit now. Next up to talk about is the daily budget, and I say daily budget with quotation marks. Africa. It's not actually a daily budget. Instead, the daily budget is calculated from a month. The perspective. So when you're in the campaign, settings is actually texted, right? That says for the month you won't pay more than your daily budget tires. The average number of days in a month. Some days you might spend less than your daily budget than on others. You might spend up to twice as much. So what does that mean? Well, basically what it means that if you set your daily budget to $100 what you actually need to do is calculate that times 30.4 and it's times 30.4. Because that is the average amount of days in a month it's not dependent on your current month is dependent on the average amount of days in a month, so the number's gonna be 30.4. So when we have calculated 100 times 30.4, we're going to get a total some here off 3040 and this number, the number 3004 did. That is going to be the cap that is going to be the max that Google never will cross over. Right? That is going to be your campaign budget limit every single month. And the reason that they're doing in this and that they're fluctuating a little bit with their budget is because Google has a lot of very interesting algorithms to some days, Google is going to be a little bit more willing to pay. Hi. You're sums for certain beads, right? For certain keywords and some days, a little bit less, depending on what the algorithm and the data in the Google bag says that Hey, there's an opportunity. We're gonna cease this and we're gonna up the budget a little bit for today. And then there's gonna be some low day. So that's an example. Some days you might only pay, you know, $75 per day, despite your daily budget being $100 per days, while other days the cap is gonna be as high as $200 because they might spend up towards doubled as much. Ask your budget, but they're never going to spend more as double as much. Ask your daily budget and remember, they are never going to exceed your monthly cat, right? So when you set your daily budget, you're gonna want to calculate that times 30.4. Look at that some. And then you're gonna know that this is the cap Each month, Google is not going to spend more than this, right? So the reverse is also true. So if you have, If you're looking at the reverse perspective and you have a monthly budget. You might want to reverse that by taking your monthly budget and dividing it by 30.4. And then you are gonna get your spending per day right now. This is interesting because this point the time there's Onley daily budget. But Google has talked about releasing eight monthly budget option. And if this happens, if they do because Google keeps releasing new features, then you might simply calculate your daily spending like this because Google is still going to be fluctuating each day. So if you are interested in how much Google is going to be paying each day with your monthly budget, you're gonna want to use that these calculation okay? And then understand that they can pay double sometimes sometimes much lower, but never exceed the monthly budget. Okay, so next up, what does this imply? Will. It implies that for long term planning, you're going to want to plan monthly, okay? And that means that if you have some ads that are often running or some campaigns going, you're going to want to look at those in a long term perspective. You're gonna want to do the month. The costs. Okay, that's the only way to keep a complete control over your budget. So what I call long term is anything that's over a month. And, of course, we optimize would change things up, etcetera. But anything that is over a month, you need to know what the daily budget ends up with per month because that is your actual budget that will be spent. Okay, this is the only way to keep track off the money at this point in time. And that also means that for short term, we need to plan for the double right? So that means that let's say that you said a daily budget for $1000 then you're planning on Onley running this budget for maybe a couple of days because you want to see how this budget is performing Well, the thing with that is that on day one and A to 73 if Google things that you have more chances are off successfully converting or getting impressions or clicks or whatever, the bidding strategy is getting more off those on these given days. They're going to increase the cost right because they can increase the cost even double, because because they're looking at a month may perspective. So that means that if you are on Lee running for a short term, you need to understand that. You know, Google is able to increase that daily spending that you have said despite you only planning to running for a couple of days. So if you are using the really high sums here, I understand that Google still works from a monthly perspective. Okay, this is very important once again to understand how Google thinks. So we call it a daily budget. But in the mind of Google, it's actually a monthly budget that is being capped and then finally is very important that that you explain this to clients If you were running on the agency or, you know, if you're taking in other clients some other way, you need to be very clear with them that, hey, when we are running these campaigns, the ad spend the amount of money we're spending might actually increase a lot, even double, because a lot of clients they want to check this out themselves and keep a little bit of track, and that's gonna freak them out to see that perhaps one day spending has doubled. So if you have clients that you're doing ads for that, you're doing their marketing and adds campaigns, and they have any form of insights into what you're doing or the numbers that Jiranek then be very clear about this because you don't wanna treat it too much confusion and panic for your clients. Okay, so this is how the budgets work. So to summarize, we're talking about a campaign budget that's going to affect the lower structures a 12 ad groups and adds keywords, even though we can manually set those parameters later on. And a daily budget is actually capped at a monthly budget. So when you set your daily bodies, Deacon fluctuated, go up, it can go down. But it's never going to exceed whatever budget daily body did. You said Times 30.4 for long term. When you're planning to run your annular for a longer time, you're going to want to calculate how much it's costing per month in order to see the actual cost for short term. Just make sure that you're ready that, hey, the ad cost might go up a lot, right? So just keep that in mind whenever you're doing any form of tests. And then, lastly, explained to your clients, if they have any form of insights into when you are running as because if they see the ad spend increasing, they're gonna panic. And finally, the question that a lot of people ask you Hey, what some should I be starting out? And if I have no data, if I have no nothing. What some should I start often with my first campaign? And the answer to that is that there's no real answer to that. This some that you might want to start off with is going to be a light, some looking at your total body. If I say if you have a really high budget, then you don't need to be scared to pay maybe 50 to $100 a day, just so you can get some data, you can do some trial and error, and then you can keep optimizing that data. But if you have a really low budget, you're doing this for yourself. Maybe didn't you want you go its lowest $10 start off. You start collecting some data It's all about the data, keeping the data clean, analyzing it and then keep on improving it. So that would be the somewhat unsatisfying answer to Where should I start with some off my first body to my first daily budget. If you have a big budget, you can start a little bit bigger, maybe $1500 day. If you have a smaller one, you might want to go around 10 keep an eye on it, monitoring and then analyze it. So in the next lecture, we're going to start looking at bidding strategies. This is a big one. We really want to understand how the bidding works, what the different things we can be for work and then keep a lookout for these Google traps that we have been talking about earlier. Once again love Google. But there couple of recommendations. They do that. It's not the best for us and maybe the best for them, and we want to do what's best for us, right? So see in the next lecture 13. Bidding: Welcome back, dear friends, in this lecture, we're going to be talking about bidding now. I want to pre face this lecture by saying and reminding both you and me off. What is the primary goal off doing ads? Well, the primary goal is to make profit, right. So we're gonna keep that in mind that the primary goal is to make profit as we start looking at bidding because there are a couple of very puzzling options in here that we want to keep on open mind about. So let's just keep that in mind and then let's dive right into it. All right, so we have already said our budgets, and now it's time to move down to bidding. So let's look at what bidding ISS and what the different options are. So bidding, as we already know, is basically, how are you willing to pay and what are you willing to pay? Four. Right? So those are the two things I must be willing to pay. We have a budget, but how much are you willing to pay maximum minimum? And also what are you willing to pay and optimize for? So the first thing that Google recommends in here. That is the default options are clicks, right? What do you want to focus on clicks. Now if we go back to what we were just talking about, why are we doing ads now? We're doing ads to make a profit right who want to earn more than we spend. That's the basic Prum ice off any form off marketing and especially within ads. Now, the thing is, clicks aren't going to make you money, right? Clicks are basically for vanity. Now, if you get a lot of click, there's a nice statistic but similarly to, for example, having a YouTube video with a lot of views. Unless those views are actually off value, that is not gonna mean anything. You could get 10 clicks, you get 100,000 clicks. You don't know how many clicks you're gonna get, but that doesn't mean that they are going to be off value. Doesn't mean that you're gonna get that lead. You're gonna get that sale or whatever it is that you wish to optimize for, right? So what? This is it's called an automated bid. Or we could call it a default automated bid that Google has offered to us, so we have no idea how they're going to spend our budget. We have no idea what they're gonna do, but they're gonna optimize us for clicks. A really, really poor idea for any business. So while there are no set rules, basically when it comes to marketing that it's not black or white. But this is very close to the truth of not being very effective in the majority off times, I would say so. Going down, we also have the option set a maximum cost per click bid limit. So basically, what that is is that we're saying that hey, we don't want to bid for a click that is going to cost more than whatever the some might be . So if I could care now the funny thing is for go to the question mark. It says maximum secrecy bid limit is an advanced option. I don't agree that it is an advanced option. It might be confusing if you're a beginner, However, it's just telling Google Hey, I'm not willing to pay more than this. So once again, I think this is not showing the most beautiful side off Google when they're putting these asked default options, right, But at any rate, this is how it works. So what do you want to focus on? The first option? Or clicks, which is just the way it sounds, were looking to maximize the clicks. Then you can set a maximum cost per click bait limits. In other words, how much are you willing to bid for a click? So, let's say $1.5. So if it's gonna be above that, then you're not going to be in the auction to try to win that click. It's not going to show your at right, so that is interesting. But we have a couple of more options, and we're gonna look at these. And in the next lecture, we're gonna go even more in depth off them. Okay, so the next thing we can do is click it on clicks That's not upon by the way. We can click on clicks and we have a couple of different options Now. The 1st 1 is conversions and conversions value, and we can't really choose from these, and the simple reason is because we don't have any conversion values added. But we don't have a historical data. We don't have any traffic that's connected to your Google ads account. So there's nothing to really evaluate the conversion optimized to conversion for at this point. Because this is a new account. This is gonna become available as we go, should you choose to use it. We're gonna talk more about this in a bit and down below. We also have clicks which we just spoke about, and we have impressions share right now Impression share are interesting, but they are, in my opinion, similarly as vain as clicks. Now, an impression is basically when your ad is shown right and a quick is when someone clicks on your ad. Now you can have your actual millions and millions and millions of times and not actually get results. We get a sale. Similarly, you can have your had clicked on millions of times for let's see thousands of times and get no results. So these are what I would call vanity goals unless you're a huge company like Coca Cola and you might know what you're doing with brand awareness. But if you are smaller business or a mid sized business, and if you're not an expert on ads. I wouldn't touch these. I mean me. We never used these. I just think that there for vanity and they're the wrong goals to optimize for but generate impression share is basically there is a total amount of impressions that you can get when you are trying to target any certain keyword or even an audience. Right? So let's say that we have a key word that we're trying to get impressions for, and it has, let's say, 500,000 impressions. Now the impressions share is how many off those impressions are you going to get or do you want to get to show your ads? For now, there's a couple of options in here we have. Where do you want your ads to appear? And the three different options are anywhere in the results page. That would mean it could be on the top somewhere. It could be of the bottom somewhere. It could be anywhere on the page and top of the result page with me that your ad your search is being shown is one of the top three on the page, and then we have absolute top or results page, and that would be the very, very top, just like it implies and that you would be in the very top with your at okay, Those are the different types of options and likely they're going to come with different costs. Okay, And then we also have percent of impression shares to target. So we could say Let's say that we want to get 65% of all the impression shares now if we would put, for example, 100 here, that would cost us a heck of a lot of money. And that would probably not be too interesting at this point list. We have a massive, massive budget, so let's say 65% and then we can use a maximum CPC limit. Now, in our experience here, impression share, trying to beat and focus on impression shirt is very expensive and yields very poor results . Now, when you're trying to rank so highly, all the time of search pages in our experiences just doesn't end well. Right is not a great value to be optimizing for, so we never use it. We never recommend anyone to use it. And most of the times when you run out and you're not able to get any more results. The answer is always to keep increasing your budget right. Then sometimes you're gonna need up towards four times higher off a secrecy bead here than anywhere else or using another value, such as manual bidding, which we're gonna talk about later. So I don't recommend this one, but there are applications for it, just like for everything and just for like, for all of the different values that you can try to target. But if you're a beginner or even if you're an intermediate, I wouldn't touch this. I would focus on what works in my experience at this point, this isn't working too well. So what we can do is actually go down here where it says, select a bid strategy directly and finally, enough. It's not recommended by Google. So again, not the most beautiful sign you're showing her go. But we're gonna click here because this is where we want to be, right? These are the more advanced options. There's nothing advanced about it, but it's called a more advanced option. So here we have over here we are. And there you can see that there's a couple of more options that has appeared, right? So we have automatic bids strategies, which are these ones. And then we have manual bid strategies and the differences with the automatic bid strategies. We are relying on Google's algorithms to do certain after my stations for us. So we have C p A and cost per acquisition. We have r O A s return on ad spend. We can maximize clicks, Maximus conversion, Maximus Conversion value and Target impression share. Right. And by using these, we're gonna set asserting golden a certain valley and then have Google optimized these for us. And sometimes that can actually be a great idea because Google's algorithms keeps getting better and better and better. They have a lot of information, right. But the majority off the time you're gonna want to go with manual CPC, which is where you do everything manually. And one of the main reasons for that is also because it creates the most clean data. So when it comes to beginners and in the beginning, I always recommend starting off with manual secrecy because this is how you get the most clean for more data, knowing what works, what doesn't work and how to optimize from there. And when it comes to automated bid strategies, normally what we use the majority of time, it's C p A. And also sometimes r o A s. Now, we never used maximize clicks or conversion commercial or impression share. Now, that doesn't mean that there aren't cases where those can be valuable is just that we have haven't experienced those cases. And also we haven't seen the results using those that we have using For example, target CPI and target or oh, yes. So what, we're gonna go ahead and do now in the next lecture is that we're actually gonna go ahead and look through the automated bid strategies. So we have a good idea what they are and how they work. Right? And in the lecture after that, we're gonna go ahead and go through manual CPC, which is what I recommend that you will be using if you are a beginner. All right, so let's move on to the next lecture and look at the automated bit strategies and see you there 14. Automated Bidding Strategies: and we are back in this lecture, we're gonna go ahead and look at the automated bid strategy, so let's type right into it. So, as you know, the way that adds working the Google ad system, you're gonna need to bid for your keywords. In order to rack right, you're gonna need to be for your audience, etcetera. That's called CPC cost per click. Whatever you're willing to bid now, using the automated bid strategies, all you need to do is really set a budget, and you can set a cap as well on the maximum era that you're willing to bid. And then you're gonna let Google do the bidding for you, Google's algorithms and Google Systems. And as we'll see, there's a lot of flaws to that. But there are some benefits to it as well. But I want to pre face this with saying that there are no really set rules right. Something that's terrible can suddenly start working. But I believe that it is our responsibility for herself, and especially if we have clients to do what is most profitable at any given moment or is most probable to be profitable without further ado. Let's get started. So the first thing we're gonna go through his target C p a and C P a stand for cost per acquisition and acquisition, basically means whenever you are gonna get something right, So let's dive deeper into this. Now, the idea is to maximize conversions at a certain costs. Right? And there is a good reason for this. And I'm gonna show you this by an example. So let's say that you are a digital marketing agency, right? And the conversion action that we have is a call up, meaning the conversion action that we want people to take is that they go to our website and then they call us, right? That is the conversion action. That is how they convert. Now we know that the call up conversion rate is 22%. That means that everyone who calls us up have a 22% shares of actually buying something, right, So just to recap. So we're on the same page chair. The commercial action is a call up. We want them to actually call us, and when they call us the conversion rate that they're actually gonna buy what we have to offer our agents of services is 22%. Okay, so the average job value is $500. Okay, so that means that if we take $500 we know that the conversion rate is 22% we're gonna do $500 times 0.2 into two. We're gonna times it's towards the percentage, and that is going to give us the Valley off $110. So that means that our goal is to get calls for less than $110 right? So that is going to be our acquisition. And we want to know that the cost per acquisition, the cost per phone call is below $110. Because then we know by the statistics that is going to be profitable. So if you have a c p a cost per acquisition, that's around 50 dollar, you know you're doing great, but this gives you a lot of control and play room as well. Because you know that as long as it is below $110 you are going to stay profitable, right? So what's different about this strategy is that it doesn't care about cost per click. It cares about the cost per acquisition. So this strategy is a little bit different that way. But it's also very, very profitable because, as we can see in the example, when we know our numbers, we can make a strategy from that, and we can be profitable from that now. Some off Google strategies, in my experience at least or I should say in our experience, works better than others. And the target, C P. A. Is just one of those things that seem to work well at times. So the goal would be to do your manual. CPC, You get your data, you get everything straight, and then you can try putting it into a targeted C P. A. Remember, Google's algorithms keep improving over time, and if it's profitable, well, then it's profitable, right? And if it's not, you need to cut it up. But this is one of those automated bidding strategies that I really can recommend over time . So that's targeted C p. A. Definitely the go to automated bidding strategy that we recommend. It's on top of the list now. The next one is target r o a s right, and that's stands for return on ad spend. Now, this is a different bidding strategy that is also very interesting and very valuable. So let's look at how this works. Now, in order to calculate your return on ad spend, all you need to do is take the revenue that it has that your ad has gathered and then divided with the cost of the acts. Okay, So as an example, let's say that the revenue that we made is $500 the coast of as were $100. Well, then we would have a r o A s off five or, if you want to see it like that, 500% right. So the great benefit with the this automated bidding strategy is that you can attract multiple conversion actions, right? So let's say that you're selling on E book that has a certain conversion value and you know , the c p. A and all of the numbers for that, and you have a certain conversion value for call up. You have a certain conversion value for submission forms, etcetera, etcetera, all of these air, different conversion actions and all of these different conversion actions using the formula that we just went through is gonna have different values, right? Different acquisition values Now using target R O A s. We contract all off those because we can look at the whole and look at our return on ad spend now, if we were to use the previous bidding strategy, that wouldn't for because there too many values to be tracking. But because we are tracking the return on ad, spend instead off the acquisition that changes the ball game. That gives you in some new numbers, but still make sure that you stay profitable. Now, a couple of bidding strategies that you can use here is that you can try increasing the volume by lowering your R O A s. Now let's say that you set the values that you want to be targeting for 1000. Now you wanna have are always a s off 10. If you set 10 you're probably gonna have a low volume but still see certain profit off course. Based on the conversion values that Google has from your website, you need to have all of these connected to Google to Google ads in order for Google as toe have all of this data. But what you could do instead of setting surgery high are Oh, yes, is that you can lower it. Let's say it was on 10. You could lower it to five. Now, that would mean that you would get more hits, right? You would get to show your add more, but you would have, ah, lower profit margin. However, because of the increased volume, that might just be more profitable. So that is a strategy to be playing around with playing around with the volume by lowering the R. O A s. And also you can try increasing the r. O A s. But general people said it quite high and buy low ring it. You can see some increase in the profit margins came. And one of the drawbacks for this is that it's not for beginners. You're gonna need at least 15 conversions within the last 30 days, So Google ads need some data, and preferably you're gonna need to have some conversions going on for the past days. And that goes for the previous bidding strategy as well. So when you're looking at cost per acquisition, too, you're also going to need to have Google Ass that has some conversion data and laid around the course. We're gonna look at how to set up these conversion tracking for your Google. At's right. But because we are in the beginning here creating our first campaign, it's not set up and were not able to set it up from here. So we're gonna set that one up later. Moving on. We also have maximize clicks. And remember, this was the default option that Google recommended to us. Not a nice thing to do Google. So the idea is to get as many clicks as possible. And one of the reasons for that could be to get as much traffic as possible to your website . Right? And one of the reasons for that could be that you might want to get quick data on a certain behavior. So let's say, for example, you are selling at Children's stories Now who are the primary bias traits and mannerisms? Women is at a certain age group. Is it highly or lowly, educated people, You know, whatever data that you are looking for, you can get that quickly by maximizing clicks now, Generally, I don't think this is a good idea because first of all, it gives Google the control of the CPC. You could set that yourself if this were the gold, and we're gonna look at manual CPC in the next lecture. And the second thing is that the goal itself is not profitable, right? You spoke about that before that we need to keep the goal to be profitable, to make more than we're spending. Well, when you're maximizing clicks, you might get some interesting data, but you can set up ads that are profitable. That makes you money and still get data. So I'm not gonna throw this completely under the bus because there's always gonna be areas where you can use this and make sense out of it. But we never used it and that I couldn't recommend it's used to anyone, to be honest, because there are better ways to gather data and you're not gonna see generally profit from this. Can you see profit from it? Yes, absolutely. But that would be the exception rather than the rule. At least in my experience, I don't recommend maximizing clicks. I even went so far. So I wrote notes recommended in the power point. So the next one is maximized conversions and conversion values. Okay, so what that means is that is gonna put your entire budget, remember campaign budget towards conversions, and we already know what conversions are, Right? So conversion that you set up could be, for example, to get a phone call to get on. Often it could be to get a sale, etcetera. So it's just gonna put the entire budget towards that, regardless off cost off course, you can set the parameters, but you understand that the goal itself is just to maximise the conversions, whereas the previous bidding strategies have allows you to take in consideration mawr off the different values, right? The CPI takes a different rather return on ad spent. You will understand that you are actually being profitable, but here we're just gonna go for conversions full on, which, in my opinion, doesn't seem to turn out to be very effective. Now if we look at at the conversion, there's also something that they have added decently recently, which is conversion values Now. Conversion values allows you to change the values off the commercial, such as the sales revenue or the profit margins so you're gonna be able to maximize one off those. And once again, the flaw is trusting Google. Google's algorithms and I haven't seen any profitable results using this bidding strategy. Maybe in the future we might, but I haven't and I don't know a lot of people who have either. So it's just one of those things that I can't recommend that might be too early in its infancy. But honestly, if you do your own manual CPC instead and you gather your own data and you analyze and optimize from that data, you're gonna see a lot more profitable ads and wants to get profitable enough. I would recommend you start playing with going to see P A, which has a lot of calculations already for what you need per acquisition to continue being profitable. And similarly, when you have several conversion values to go for return on ad, spend much, much more effective, at least in my mind and just burst experience and from the people that we know in our research, I mean it just haven't worked well with this cannon. It can absolutely, but it just doesn't seem to work that effectively. Next up is target impression share. Now, We spoke about this a little bit in the previous lecture, and the idea is to maximize impressions. And in my opinion, this is one of those. I call it vanity Strategies. Because if you maximize clicks, your maximize impressions, especially for the beginners ah, lot of them thinks is pretty bad as to have. Of course, your ad or your brand shown in front of a lot of people are getting a lot of clicks. That's really nice. But once again, we need to remember a mantra which is to make profit. And this is not a profitable strategy because you can get so many impressions, but it doesn't mean you're gonna get conversions, right. And which means that you're not gonna get sales, which means you're not going to get any revenue, any profits, which doesn't make sense. Now. You could use this for brand awareness, right? But you're gonna get brand awareness, but with all of the strategies and brand awareness can be great if you're a big company and you know what you're doing. But as a company, I would rather have profit than awareness, you know, So we're definitely always need to focus on the profit, especially considering that we are spending money on this. So definitely not something to be taken for granted. Now, in my experience, playing around with this target impression shit tends to have a very high CPC, sometimes up towards four times the cost of doing manual CPC. And that might be decided on, you know, the allocation. So when you're doing a target impression like we're speaking about before, you get to decide on where you want to add to show up on the very top top to be or anywhere on the page and also how off them you wanted to show up. You're basically sharing some of all those in impression that exists for whatever you're targeting for example, your keywords, which seems to result in a much higher costs. And if you do Emanuel Secrecy Bill and you get some cleaner data that way as well, so manual CPC, I think that is gonna be a very interesting lecture for you in the next lecture and the next one, just like maximize clicks doesn't focus on profit, no focus on profit, no business, and you're throwing away money into ads that isn't going to give you anything back, right? And that is not how you bill a profitable business. You don't put money into something that's not going to give you money back. So once again, not recommended. So that is the summary off the currently available baiting strategies. And Google keeps renaming. These keeps updating, adding, removing them. But something that seems to standard test of time is that c p A cost per acquisition and R O A s return on ad spend or two strategies that worked really well and they had the working well for quite a few years. And honestly, they keep getting better and better. So those are the two ones that I trust, especially the C p A. One, which for us is to go to tactic once we gather some data using manual CPC bid. Okay, So whatever updates they're combing, whatever new strategies there are out there, I believe that you should go with what works and what always works in the beginning or a to least, it creates the ground to make things work is manual CPC. Now that is where the magic happens. That is where we start and that is generally the most profitable and flexible strategy that we can use and manual CPC. We're gonna go through now in the next lecture, so see you there. 15. Manual CPC: Welcome back in this lecture, we're going to be looking at manual CPC bidding what it is and how it works. So let's dive right into it. So manual secrecy bidding is very easy to find in our beating category. All we're gonna do is that we're gonna go ahead and go all the way down with his manual bid strategies and select manual CPC. Right. What we've been looking at previously are automated bid strategies. So let's have a closer look at what manual CPC actually is and does so here we are, manual CPC. Well, what we've been looking at before has been automated beating strategies. Now what we're looking at is a manual bidding strategy, which means that we are going to be the auctioneer. We are going to be the ones in full control who are being put in the driver seat, right? We get to decide what we want to pay for and how much we want to pay for that. While in the previous automated strategies, we are relying on Google's algorithms and also how Google's algorithm have interpreted the data that we have given to them. Right, So this is gonna be about us during the auctions manually. Let's dive deeper into that. So manual CPC stands for cost per click, and it is exactly what it sounds like it is. You decide how much you want to pay per click. What is the cost per click going to be? We get to decide it now we're gonna set max bids. Meaning How much are we willing to pay for these, For example, Certain keyword or the certain placement, whereas before, in the automated strategies, Google are going to be setting those up for us, or if we're using previous strategies, we might be optimizing for something else. Now, one of the main benefits here is that we get complete control off the bids. Right now we get to say how much we're willing to pay for what? And of course, we're gonna want to have some data for these two. Now. Another great benefit. Why? This is by far the best to begin with is because it's the best at gathering clean data, right? If you want to know how something is performing, you can manually put in some entry points and then analyze the results you're getting. It's not being clouded by Google's interpretations because they are using certain criterias that they haven't revealed to the rest of us. Now that can be a benefit. But in the beginning is not gonna be so when you get to collect some clean data and to you also don't need to have had conversion tracking activated. Now we're gonna talk about conversion tracking leader on because you want to have conversion tracking activated. Otherwise, you're just waving around your arms to the dark and, you know, hoping to hit something eventually were touched something eventually We don't want to be aiming blindly, right? You want to know what works and why it works. So conversion tracking, looking at that later. But for here and once again, why it's such a good strategy to begin with on even use it the later levels is because we don't need conversion tracking. I'm gonna show you in a little bit how conversion tracking can really help us here. But for now we get to decide the max bid, how much we're willing to pay for what, and we don't need an previous data for Google to allow us to do this now in order to do this in order to calculate our bid to know how much money should I be paying for? Let's say this certain keywords. You're gonna want to do some calculations and those calculations are going to be based on your profit margins. Now, we're not gonna dive into that here. Here. We're looking at mainly secrecy, but who will be diving into that later on? In the course of don't panic about it. And now let's look at how this actually works. So we have customizable bids that works accordingly to the structure or according to the higher keep. You probably remember the hierarchy, right? We've been looking at it twice already, so it looks like this. Ah, higher key works its way down, starting with the account going to campaign at group. And then keywords and add are pretty much from the same level. Now what we're doing is that we're looking at the campaign level, right, and we're looking to set a manual CPC now, once we set a manual CPC bidding strategy that is going to affect the ad groups that we have and this, in return is going to affect our keywords. In other words, we get to decide at the campaign level that hey, we're gonna set manual CPC. That is gonna be the bidding strategy. Then once we move into the ad group, that is where we set the actual bid, right, How much we are willing to bid or rather, at default bid. Now, this default bid is going to work just the way it sounds as default. Google is not going to override this. That is the benefit with manual CPC. When you put in a bid, you know that Google isn't going to override it, right? We love that we love that control. So once again, you can set a default bid at the at group level, and that means that the default, but are also going to be affecting the keywords. But this is interesting. You can off course change that, and you can sit in specific adverbs toe have specific default bits. Just because you're setting in tow one and group doesn't mean that all of us need to have the same. But once you change, one ad group that is going to affect the default bit off all the keywords attached to it, but at the forbid can always be overridden by using a custom bit. Right? So, looking at this, we're currently in campaign one. You can see the Red Highlight the group, which changed that default bid to $4. That changed the key worth $24. Now, we can also change that keywords specifically to $1.5. Now, that is a custom bid, right? So that is gonna override our default bill that the four bit is only going to be in place if you're not actually setting up any custom bid numbers. And this gets really, really interesting because, like, we know we can have a lot of address. We can also have hundreds or thousands of keywords. And these key words, we might want to pay or have different bids for different keywords. So it gets really, really customizable. But once again, if we just want to try out the big bunch of keywords in a specific ad group, we can set a default bit, right? And once we set the default, did we know that adding, in these key words, they're gonna have that same bid, that same bid number as the default, But unless we change them manually, so This is how the hierarchy works. And this is how you gained so incredibly much control and so much clean data. You can also do some A B split testing with it. Hey, is this bit among working or this bid amount working better? Just do two separate addresses for two separate keywords or even the two separate campaigns and just compare them. Just use different numbers for the same amount of time and look at the different results and see if it is profitable or not. Okay, so let's see how this actually looks when we are in the campaign settings. So setting it up, it's super simple, like you were looking at before. All we need to do is go down and click a manual CPC, and you're gonna get to set the default bid later on once we move over to add groups. Right now, we are campaign settings, and we still have a couple of more settings here to go through. Now, once again, Google isn't being very kind to us. They're not showing ah pretty face here because they're saying that setting bids manually may result in lower performance. You smart being to help improve results, but using more signals to optimize your biggest. Now, of course, they're trying to scare us away here because this is probably the way to be optimizing our own ads into in order to get as much as possible by paying as little as possible. At the very least, get the data to do so. Now there is something more had called helping Chris conversion with enhanced CPC, also known as E CPC. Now s embassies were interesting because this is a semi automated beating strategy, which means that we still get to set our default bid and everything. But we do give Google some amount of control, right? So we give them the ability to lower our bid all the way down to zero. They can lower it 100% lower, and then they can also increase it higher now. In the past, and for many years, they had a cap on how much they could increase the bid, and it used to be 30%. But that has changed. So right now, there's actually no cap on how much Google are allowed to increase your bid by their own algorithms and data thinking that hate this is gonna be more profitable for you, but they're always always going to try to go below your maximum bid. That is the goal. Doesn't always happen sometimes goes a little higher. But at least in my experience, I haven't seen anything crazy or tripling that made me, you know, go. What is going on? You know, so nothing to panic about, but a little bit strange that there is no max cat while there used to be in the past. So if you want to use enhance CPC, then you're gonna need to have at least 15 conversions right now, 15 conversions in the past 30 days. And like with all their automated or semi automated bidding strategies, the more data that do you have for Google, the more conversion tracking that they are able to do, the better they are going to be optimizing their own strategies, okay, their own bidding strategies. So this isn't going to be activated until we activate our conversion tracking, and then we're gonna be able to use this one. So should you be using enhanced CPC or not? That is a great question on the only way for me to answer that is first of all, start gathering data, Right? Start getting the sales and set up the conversion tracking. We're gonna do this later. Don't worry. And then start getting some conversions and then do a split test, okay? And what a split says. I mean, create one campaign with the manual CPC of one campaign with the enhanced secrecy and compare them and you see what is the difference? Okay, so this is the only way that you're going to get black on what is enhanced CPC going toe work better for me or not. Sometimes it might sometimes it just won't. Right. So this is where we need to do some experimenting. But when it comes to budget experimenting, or at least when you renew, you know when your new 100% of your budget goes into experimenting and 100% of a budget needs to go into manual CPC. This is where you build everything up. But as you go along, you should be spending 80% off your budget into what you know works right. And you're scaling that, increasing that and 20% into experimenting like doing this kind of split test. That's what we do. At least it's a very common strategy, and I just playing think it works. I just like to do what works can really recommend that. So that is a look off. All off the bidding strategies that are currently available. We have looked at the automated bidding strategies. We have looked at the manual bidding strategies. We also looked at this semi bidding strategies, which is the Hans CPC. Now, before we end this lecture and we move on from bidding, I want to show you one more thing. And that is some of these automated bidding strategies like Maximize Click. They have something called portfolio strategy Now. You could in a sense, say that all of these are portfolio strategies that Google have created, but you can also create your own portfolio strategies by clicking here, you can set a maximum cost per bid you can set set up a name for it, and then you can start collecting different campaigns into one bidding strategy, right, so you get an easy way of controlling them all. Now, if you want to use this or not that it's up to you personally, I prefer to speak with Target CPI a target are away. Yes, generally, just don't use it because it doesn't exist for these, at least not at this very moment. Google changes things as we go, but just to let you know that it's there. So in the next lecture, we're gonna go ahead and move on to show more settings. There's a couple of things that we want to check out and also learn about before we move on to the add extensions. And then it's almost time to move into setting up our ad groups. Great job making it this far it's See you in the next lecture. 16. Ads Schedule: All right, so we're done with the bidding. Now it's time to look at the ads scheduling, so let's dive right into it. So having just gone through bidding and give us some love to manual CPC, which is especially good for a beginner, we're gonna move down and click on the show. More settings here. It's going to give us an additional couple of settings, and the 1st 1 is conversions. And we are gonna look at conversions later on because we haven't set up or conversion tracking yet, Right, So we're gonna sit up our commercial tracking later on in the course. So that is for later. We're saving this bad boy, and now we're gonna look at the ads schedules. So we're just gonna click on this one to open it up. And I want a pre face this by saying that when the question arises, when should you be running your ads? If you're a beginner, the answer is 24 7 all the time. Because you want to get that data you want to know. You know, when you're getting conversions and at which times we're gonna be able to see that in the reports later where if you have no data, you really want to put out your ad and just keep it running 24 hours around the clock and see whether you're getting the best results where you're getting the worst results. When are you seeing fluctuations? Fluctuation conversions in CPC bids, fluctuations in impressions, all of that good stuff, which is going to give you valuable data for optimization? And when it comes to changing the ad schedule, this is really personal, because only you know your own business best right on Lee. You know when you have your peak times and when your customers are going to be the most hungry. So it's very hard for me to say that when you should be peaking with your ads schedule. Not what I do recommend is that you, regardless keep your ad running pretty much 24 7 But what you can do is actually add in different day. So, for example, you could do Mondays to Fridays set to a specific time. Let's do, um, let's do 12 30 to scroll down. Let's do 18 because maybe you know that Monday's to Fridays 12 32 18. That's a peak time for your business. So maybe here you want to be bidding more aggressively, right? And because you're bidding more aggressively, you might look at those stats. The data you're getting from that which might improve your ads which might improve your conversion rate. Maybe you're lowering your CPC. Maybe you're increasing your CPC, but that is completely fine as long as you are getting improved results. Okay, We're always looking at profit, profit, profit, profit if any costs go up. If any steep aciego doesn't matter as long as you are increasing profit and the prophet is being marginally higher than the CBC increase, you are on the right track. Okay, so what I recommend is that you keep your ads running pretty much around the clock. But if you know your business and if you have some background data, you can set up some unique or some individual times, and then you could lower the big time, for example, for midnight. Maybe. You know that. Hey, it's midnight. So these ads aren't working very well. I'm getting some really poor results, for example. But bottom line, if you have good keywords, you have a good strategy implemented and you're getting resold it good keywords or good keywords, so it shouldn't really matter. Someone is, you know, clicking on your ad, whether it's 3 a.m. or 3 p.m. But it's interesting because maybe have competitors who are bidding at different times for different sums. You might be able to see that the notice Hey, that time when my competitors is bidding higher or harder data actually isn't doing it for me. I'm gonna lower my bid in there because that isn't actually worth the increased bidding cost for me. You're gonna get a lot of data from here. And once again, when you have your peaking times, maybe you're a restaurant. Maybe have certain hours where you know that here is the time when we really need to show where ads in order to get the customers to us, then set up those times in here. Just add some more and set up those times and then in the dashboard, which is gonna be later on. You increase the bid for those times. Okay, We're not able to increase the beads here. That's for later. But this is how I look at ad scheduling and now of course, if you have a lot of data and a lot of knowledge, they might always be reasons as to why you might not want to be running your ad at a certain time. But generally my suggestion is to keep it running 24 7 But lower your bid at the times that are working poor really increase your bid at the times when it's working well, and look at the results are increasing your profit. Great. Keep experimenting. Keep scaling. You profit going worse. Well, then go back to what did work so once again to summarize, if you're a beginner, absolutely go 24 hours a day. Just keep it running because you want to get that data and see how your ad is performing very valuable data. If you're a pro, you might set up some a couple of times and then adjust the bid later on. And that's that's later on. We're gonna look at in the dash border in the reports rather how we can customize these bids based on the time. Okay, but for now, we're gonna move on to add rotation, which will be in the next lecture. And don't worry about it. We're also gonna talk about setting up different times. So So see here in the next lecture 17. Ad Rotation: in this lecture, we're going to be talking about the next setting, which is ad rotation, what it is and how it works. So let's get started. So we just finished ad schedule, right? So we can collapse this entire section and next up, we have add rotation. So we're gonna click that one up. And as you can see, we have two options. Now, there are four options, but only two are supported on Lee To are available to us so we can choose to optimize prefer the best performing ads, or we could choose to not optimize and rotate the ads indefinitely. So in order to understand what these options actually mean, we need to understand the relationship that adds have to keywords to search, turn, and also how they are governed in an ad group. Because before we can make a decision, we need to be informed so that we can make an informed decision, right, So we're gonna have a deeper look at that. So welcome back to the world off power points. Now let's move on to start talking about ad rotations, what they are and how they work. Now, the first thing that we need to know. One understand is that adds and keywords work on the same level. And we know this already because I've been showing up with the structure. I don't know how many times and as we can see the keywords and the ads, they are working on the same level off hierarchy, right? So they don't govern each other's decision or anything. They are both governed by the ad group. Okay, so let's take a closer look at how on ad group works, right? Because in an ad group there are keywords and there are ads. So let's see how those keywords and adds before now here we have an ad group that has four different ads, right and nine different keywords. Now what's gonna happen in here is that people are going to be searching for things on Google now. That's called a search term, and based on those search terms, a key word is going to be activated and triggered, which is going to be activating an trigger on ad right one of these four ads. Now there's no way of knowing which keyword that is going to trigger, which add now, if you want certain keywords to trigger a specific ad. You need to make a unique at group for that. But because we have an ad group here with four different ads and a bunch of different keywords, we have no idea off knowing which add is going to be triggered whenever a keyword is activated. Right? So once again, if you want a specific ad to be triggered by specific keywords, you make a unique add group for that. So let's look at the scenario here. Now let's take an example. Let's say that you have 10,000 search terms available to you. And remember, the search term is what you write in in Google, and the keyword is was being activated by the search term and the key word that activates the at right. So let's say that we have the optimized option available. Well, it was gonna happen then, is let's say that ad number one got 2000 clicks and add number 2 400 at number 3 400 and also at number four, got 400 clicks. Now, if we have chosen the optimized advert ation, Google is going to be looking at this and saying Ah ha at number one is working really well . So we're going to favor it. We're gonna keep displaying it much more than we are going to be displaying at 23 or four. They are going to be favoring and displaying the working at the ad that has the most clicks , much more than the other acts. That's Google's way of optimizing. Now, if we choose, do not optimize is gonna look a little bit different. Google is going to be aiming to even out all of the clicks. So then add one at 23 and four, assuming they're the same amounts off clicks being gotten are going to be having about equal clicks on them, right? So Google is just going to be aiming on equalising all of these different ads. So basically, what we're looking at here is that there is a difference between optimizing and not optimizing similarly that we were looking at the manual vs Automated bidding strategies, right? And when the King to bidding strategies and the pros and cons off manual versus automation , the pros and cons are going to be very similar when it comes to add rotation. Now, if we go ahead and which shows automation. We are going to lose out on a little bit off data because Google is going to be optimizing for click through rates. Right, So it sees that Hey, this ad is getting a lot of clicks, so we're gonna show that add much more. But that doesn't mean that that ad is converting any more than any other at right, so that might actually be misfiring in a sense and doing us a huge disfavor. Now, if we were to do this manually instead and which shows not to optimize, we would first of all, get much cleaner data for the simple reason that since they're all getting equal amounts of clicks, we can see well, which one is converting the best. And from there we can make much more informed decisions and optimize stations. And similarly, we're also gonna be able to see looking at which one is the best conversion ways. Hey, which one is the one that's most interesting to go for, not only click through wise, but also conversion wise and also looking at all of the additional values and might be of interest to youth. So we're going to get a lot of more data here, and we're gonna get a lot more control by not allowing Google to be optimizing from what they think is the best performing at right. So I really recommend for the data and for the performance to be using Do not optimize. So that's what we're gonna go with And that is what I strongly recommend. So we're gonna go ahead and follow our own suggesting here. We're going to click on, Do not optimize. And once again, Google is going to try to deter us from that by saying lower performing as well run about as often as high performing as front infinite part of that. This option is not recommended for most advertiser. Now, once again, we already understand that Google is a business Google wants you to spend. Lots of they don't always have your best interest in mind when they are doing these kind of recommendations. This is another one of those Google traps. But don't worry about what Google says about these things. We're gonna follow through in the course step by step and you are gonna have some great performing ads and even more importantly, understand how to continue making great performing adds. Okay, so let us not optimize. We can collapse this one. And now we're gonna go down and start looking at different add extensions. All right, so at extensions, next lecture. See you there. 18. Sitelink Extensions: in this lecture, we're going to be talking about site extensions. Now, everyone use decide extensions and for a very good reason. And you've seen the thousands of times before. So let's dive into it, see what they are and how we use them to optimize our acts. So we're just done with the more sitting here having done ag rotation. Now we're gonna collapse that we're gonna move on to add extensions, right? And the 1st 1 is site link extensions. And I really, really recommended whenever you do an ad, use this extension. So first things first. What is a cycling extension? What is an extension Even? Well, when you are searching for something on Google and on ad pops up, it might also contain something that are called extensions. Right. So if we look at this ad right here, we can see the usual way. We have the headline. We have the Ural. We have the description, right. But down here we have the site link extension, and they are just what they are named as. They are extensions that they are linked extensions to our site to different areas off our site. Right, So this goes to the main area off our website while this goes to other areas off our website or off their website. Rather so when you're doing is cycling extension, you get to First of all, add the main website off your euro, and then when you add the side link extensions in here, you can Onley add all their areas off that website. There is in the main ad, so you can add one main website in the ad if you will and then do different website in the cycling extensions. No, they have to be in different areas off your website. You might want to add in the warranty silently and you might want to add in a contact us if they queue etcetera. And it's perfect for a lot of reasons, and one of them is that it gives more information right now. The ones making this that has added mawr information, even they have a call extensions with which you can see here with the number and also a location extension, which we can see down here now. Contrast that with someone who hasn't been adding as many extensions like here. For example, we have two ads and you can see that they are still using cycling extensions, which I think everyone should, But they aren't using the other extension like, for example, the location extension. So the result of that is that this ad is going to be taking up more space. And whenever you're taking up more space, which is that that is real estate, that in on the Internet and you want to take up as much space as possible because that has so much value, you are likely to increase your click through rate. Okay, so these are the site link extensions and everyone is using them, and we're gonna look at how to apply the May use them ourselves. So going back here in add extensions now all they need to do is go down and click on mute signed Link Extension down here, and you're going to get a couple of options now. First of all, it's recommending that you add four side lings and I strongly recommend that you do that because that's gonna take up much space is possible and also give us much valuable information and as many options as possible for the searcher whoever is searching. But if you have that amount available, we have a big website. I can really recommend that you add up towards eight off them. Now you can add those by clicking on add site link here and add more. And the reason to adding Mauritz because then Google will rotate them and you're going to get some more data on which one gets the most click, right? We all want data clean, nice data. So if you're able to add in more sightings now to adding the sidelines, it's very simple. So first of all, we have the site link takes and that is gonna be the euro, the clickable euros. So let's say that we are on our website Robin and Jesper that come and we would just created an ad. Let's pretend or we're gonna create an ad about our website and one off the categories of for websites. If we look here are the course, a section so we want to do is cycling for courses. Now we could do a cycling extension for about for resource is for contact, but we're going to do for courses. Okay, so what we're gonna do that is that we're gonna call it courses. We're gonna give it a description, Um, courses to change your life. Um, e c step by step guides for the business. I'm just I'm going to write something. Ours. Two men. Let's just call it easy. Step by step guides like that. Okay, so you might be wondering, or when do these descriptions show? Well, they're not gonna show all the time like we can see here. There are no descriptions on these cycling, but sometimes, like when I'm search for Adidas here, you can see that these site links are added down below here. And we also have some descriptions added on. So sometimes Google are going to show that sometimes not that is beyond our control. So going back, we also have the final euro to get the final euro is simple. I'm gonna click on courses in here and wants this page is loaded. All I need to do is grab that you are l right there and then go in and paste it in just like that and then scrolling down. We're gonna want to do this with I recommend eight, but at least four side extensions. We go all the way down and then weekly can save, and we would be done with the cycling extension. But there are some additional options as well. Now, the 1st 1 is site link you around, and this is for tracking purposes. And if you've been following along since earlier in the course, you'll know that we already have Google analytics. And unless you are in a form of agency, there's not gonna be a reason to track these certain values, right, because we already have all of this information, so I'm gonna collapse that one. But we also have advanced options, and these advanced options were quite interesting. The 1st 1 is device preference. Now, if we click on mobile, which includes touchpads and cell phones, then that doesn't mean that it's not gonna show on desktops. It's on. Lee means that is gonna have a preference for the mobile versions. Okay, so if you have the data for that, then you know that you're converting better there. You might want to use those for those specific cycling extensions. So, for example, say that you have you have a website and you're gonna do on ad for a certain game. But there is also a mobile version off that game. You might want to do a cycling extension suit at mobile version and then click on device preference there. There would be a great way to go about it now. We also have extensions, scheduling, and this is just like we looked at scheduling before. And there's a lot of different applications for this. So say, for example, that you know that there is a certain time Let's say that you have a restaurant you're doing on ad for your restaurant. Let's say that there is a certain time when customer when there's very lower months off customers coming into your restaurant Well, what you could do is offer a certain deal for that specific time span as an extension, Let's say the daily lunch 20% off for daily lunch on Lee and then a certain sum so it wouldn't be the main ad, but it would be an extension, an extension on Lee showing at certain times. Now you could do certain dates like this, or you could do certain times, certain days and certain times, and chances are, if you have the data for this, you could go with the different days and the different times off the days for your restaurant when you know that the customer amounts are going down. So there's a lot of different ways to go about scheduling, just like we looked at before. We can schedule the ad itself, but we can also schedule the cycling extension. And similarly, if you have some sort of release, you could add it in. If you have some sort off, maybe discounts going on at a certain area off your website, you could add that in as well to your main at whatever it might be. And once you're done, you're gonna go ahead and you click on save, and it's going to be saved in here now. The beautiful part of this is that once you create the site, link extension is gonna be saved in here. So for your future at creating, all you need to do is go in and activate the site. Link extensions on It's all down beautifully done. So to summarize this, sightly extensions are very important because of two recent one. They take up more space on Google and in the search results, and to you can offer more valuable information was going to lead to higher click rates. Do you want to have at least four, but if possible, at eight cycling extensions in order to get more data on what people are clicking on the most, and are preferring, That's also going to give your business some hints on what you might want to develop or focus on in your business. But even more so, what might be worthwhile to do ads owns a lot of valuable information. And finally, we know that once we have done a silent extension, we got it as a template in here, and we can just constantly apply it to whatever add that we are creating. So those are cycling extensions. In the next lecture, we're gonna move on and look at call out extensions, so see him the next lecture. 19. Callout Extensions: Welcome back in this lecture, we're going to be talking about call out extensions. So the upcoming lecture is gonna be all about extensions. Okay, So what is a call extension? What does it look like? And what do we use it for? Let's dive right into that. So first off a call extensions. If we look at this page, we can see I used to search and car rental. We can see that there's a bunch of ads showing up. It's easy to see because this has to display off. Add on the left side here. Now, scrolling down one of these actually have the call out extensions available. And that is this one, the booking dot com ad. So as you can see the extension, the call out extension is exactly what it sounds. It is an extension for call out regarding evergreen benefits, Okay. Or at least that's what I recommend that you use it for evergreen benefits. So here their rhythm amendments, unbeatable prices. We speak your language. No credit card fees. Okay, so this is becomes a further extension off the ad. But generally what I recommend you do is that you focus the headline and the description on whatever it is that you're really trying to sell. And then you used to call out Extension to add some evergreen features and some evergreen features might be, for example, 30 day money back guarantee, because that's one of those things that's not gonna change, right? You have a 30 day money back guarantee. It's probably going to stay. It's a 30 day money back guarantee. It may or may not regard the specificity off your ad, but it is still that sherry on top. I think that's a good way to see. See, there's the cherry on top for your add additional features. Now, if we look up here, we can see that these the rental cars that come now they have a description showing. And then they have their site link extensions here, and they got some descriptions added on on their cycling extensions as well. We can see here they don't have the cycling extensions with the description is that the cycling extensions are right here. And as you can see these ads, neither has cycling extensions or any call out extensions. Now here's the interesting thing. These two ads may or may not actually have set up, citing extension. They may also have set up call out extensions. There's no way to know when Google is going to decide to use your cycling extensions or when Google is going to be using your call out extensions. Okay, that's all up to Google's algorithms to decide. So rental cars that come, for example, they might also have some great call out extensions. But when I did this search, it's not showing up, right? So all of these ads might actually have perfect cycling's perfect call out extensions and everything. But Google decides when is gonna show and where it's going to show it, regarding which search term, so all of that is outside of our hands. But it's very interesting to know that even though you said all of these up doesn't mean that they're gonna display now. Another benefit off. Adding these call out extensions is if we look at this ad, for example, it has a headline. It has the your L, and it has a description, so it's taking up this much space, right? But here we have the headline, we have the u. R. L. We have the description we have the call opt extension, and then we have this sighting extension. Look how much space this ad is taking up Compared to this now, space is the name of the game because you want to take up much space as possible. Give them as many options as possible within the reasonable ad. That's actually going to extend whatever you are offering, or informed them better and then try to grab their attention, right? That's what ads are all about. Now, if you seem these big displaced, the billboards have you been in in New York were wherever you live, it might have these huge widescreen billboards showing up. Now the bigger the billboard or the begin to scream rather that your ad show up on generally, the bigger the cost is going to be because it takes up more space the same way. If you have a house in the yard, the bigger the yard, the more it's going to cost because space costs right. But here generally space, dust and coast. You can add these as extensions, and it's not gonna cost you anything additional. Now, the Cavett with that is that you never know when Google is going to be using these extensions. But I always recommend that you do set them up, right? Because if there is a chance that Google uses it is only gonna give you more space, only gonna give more information to whoever views your ad and then that most liked it has a chance to increase your click through rate and your conversions. Okay, so let's look a little bit deeper on how this works. So we have already set up all cycling extensions, and once again we only said a one now is an example, but I always recommend, at least for going into call out extensions, things look pretty much the same, right? So it looks like this, and we're going to click a new call out extension. So we have 123 and four that we're going to sit up. And once again, I recommend that we add in some every green features and again with evergreen features. I mean features that are a part of your company or business or a client's company or business. So, for example, accurate 30 day money back now I can't write guarantee everything this before, but there's gonna be too many words. You can only have 25 words. I'm just gonna write 30 day money back. We might write something like step by step instructions is exactly 25 professionally filmed , 70,000 happy students. So something like this right now, another great thing with this is that let's say that we get a big, big flow and suddenly we haven't in spurt off students. So now this is actually changed to 100,000. Well, but we can do is that we can go in and we can just go ahead and change this to 100,000 is not gonna mess up the ad statistics, which is a really, really great thing to know, because if you do some changes generally at the campaign level, that is going to reset the entire statistics for the campaign, or for certain adding that groups etcetera about here, that's not going to do that. So we can also add additional call out text. And it's not a bad idea to do that, because once again, Google is gonna rotate the different call out text so you can see which one has the most click through rates. Which ones were working the best for your own data, and also they might not actually show these at all. But if you even have the possibility to show them, I really recommend that you set them up. Then you go ahead and you click on safe and we have them all here say That's a template and we can click on preview and we get a good idea of how this is going to be looking okay, and this is for mobile. And if we click here, we can see how it's going to be looking at a desktop. Very good information now. Additionally, if I want to go in and do some editing, I would just click on this bottom, and I could go ahead and edit that now, just like before, I can also go to advanced options. I can set a preference for mobile. I consider start an end date. It could add the schedule, and I can click on, see if I could do that for all of these extensions. I could do that for them one by one. Now you can also set up these extensions at the ad group level, and I really do recommend that you always do set up these extensions, right? Because if you have the chance to show them and take up some more space so that your ad is more visible and you can even some additional information that is on Lee going to be to your benefit. But what I do recommend here is that you put in some evergreen information meaning something that is going to stay with your business for a while or something that is additional the cherry on top for whatever that you are promoting and then for the specificity off what it is that you are actually really promoting. I would stick with that in the headline and description. All right, so that is called out extensions. Now, next up, we're going to look at call extensions what it is, how it works and some best practices. So to see you in the next picture, 20. Call extensions: in this lecture we're going to be looking at and learning about the call extension. Now, if you are in the restaurant business or if you have a client who is in the restaurant business, this is going to be especially on important extension for you. Also, if you are in the call centre business or whatever business, this can always prove useful. Let's dive right into it. So here we are, the campaign and we are going down from Call out to call extension Now before we move on. I also want to putting a little tip here that when you're doing your call out extensions and you're writing anything in ads, noticed that I put these. I change them from the previous lecture, and I put these letters in capital letters Every word. Now you don't need to put every letter in Capital Letter. I prefer to do it because they stick out more and you really want to stick out when you are in the search results, right? You want to add to stick out the best way you can, writing in small letters, not gonna stick out like I did in the previous lecture as an example. So I want to give you the notice here and tip that ride. The first letter is a capital letter, because that's gonna pop more. But enough about that. Let's move on to call extension. So what are they and how do they look like? Well, I call extension is basically when you add your phone number to your ad just like this and this is interesting for a couple of reasons. Well, one, when you have your ad like this, we're looking at a desktop. I get the phone number. I can just write it in my phone and call. But if I was looking at this ad on my phone and this popped up is a surface, all this would actually be a call bottom. Interesting, right. So then I could just click that call button, and I would instantly call wherever the number is linked to this business. Okay, so then the question is, how does it work with the with the bidding in the payment? Well, if you click on this ad, well, then whoever set up this ad is going to have to pay whatever they have to bid for these. Adam, for the keywords or whatever, but if you call, it's gonna work the same. There's still gonna have to pay. They're still gonna have to pay the same regardless, If you answer or not right, this is how ads work. Now, if I click on this link on the site doesn't even load. They still have to pay. If I call this number and no one picks up, they still have to pay. As long as you use any off these, they still have to pay. So in other words, with other people, either call you or click on your link, you still have to pay. So that is how how that work. And there's a couple of more interesting things when it comes to call, adds right. Not only does it extend your ad like we can see here, and we want to add to be as big as possible. We spoke about this before, but another interesting thing is in how you set them up and track them. So let's go into the campaign and look at that. I see you've likely going to call extension here. There's nothing new in the interface. This is pretty much how would they all looked so far, right, And we click on a new call extension. And then the first thing you get to do is you set up where it's gonna call to, let's say, the United States, and I'm gonna put a numberless do. Three for 52 to 1. Um, 7687 Now I'm just making a number up. All right, so this is just a made up number, okay? And then just speak wherever the call is gonna go, too. Now, this is where it gets interesting. When you go down, there is going to be two main options. It's gonna be used account settings call from ads for costs from ads. These are actually the same. I don't know where there are two options for this or use none. Okay, so what is the difference between these? Well, let me explain. If you use none like this, then what's gonna happen is that when you show the ad here and your full number pops up, well, the full number is gonna put up here is going to be the full number that do right in here, right? And this is perfect. If you want to do any form of branding. And you want to make sure that people may be learned your full number over time, right? Your phone number is going to be visible down part with that, and this is a huge Kong. This is a huge down downfall that is that it's not going to be trackable. Okay, So if you want it to be trackable and you do that, what you need to do is move on and click on use account settings or calls from ads. And again, they're the same. Doesn't matter which used this use calls from as just because it looks nicer here. And when you use calls from ABS, what's gonna happen then, is that this number is going to be forwarded to a Google number, okay? And this Google number that's gonna be renewed every 90 days. By the way, this Google number is going to track everything okay, and with everything I mean, everything is going to track. What was the search term that was used when this ad popped up? So it's going to track, for example, when someone finds your ad when someone calls from us. So let's say that someone called clicked on the on your phone number. They called from a cell phone or called from a desktop or whatever. So it's going to track. What was the search term used? That's gonna be this part is gonna track. What was the key word there was triggered. How did the ad look like what they do? Everything is going to break down the perfect tracking, and you want all that information is going to give you the area code of the person who called everything. This is such valuable data that you want on people who are finding it, clicking on and calling from your ad. Now off course, there's gonna be a come to this. You can hear that was coming right now the country. This is because we're using one off Google's own number. That means that the number that we ride in here, this number it's not going to be shown here. Instead, one off Google's numbers are going to be used here, and that would be all fine and dandy if it was stable. But it's not because Google has a massive pool off different numbers that they exchanged approximately every 90 days. It's not on the day, 90 days, but approximately every 90 days. So that means that for branding purposes or for whatever purpose that you really want to show your phone number. It's not gonna be possible if you use tracking. Okay, so that's the big downfall. But in my opinion, most people don't, you know, make to good use of this number, and even those who do it's still gonna be so much more valuable when it comes to tracking. Because if you're not tracking, you don't know what's working. If you're not getting working data, you don't know how to analyze how to optimize and how to scale your ads and the scale your business, and that's what we need for right? But is there mantra? It's all about the prophet. We're looking at profit. If we're not tracking and optimizing, we're not gonna be increasing our profit. So I strongly strongly recommend that you use the tracking that you use one of Google's number, and he used to calls from ads. Now, if you have clients, if you are a digital marketing agency, I recommend that you explain this clearly to them that the data it's so important that even though they understandably won their business full number to be visible. This is going to be much more valuable, right? And especially when we have different campaigns, different things we're tracking, then we contract these different campaigns, these different ad groups and see what it's working. What are people searching on? What are the key words being triggered? What is the area code that they're calling from? It said all of that information super valuable. So once again, I recommend using calls from ATS. Right. Then we can click on the preview and see how that's gonna look like this is gonna be on the cell phone, right? So you can just click on this bottom that is gonna call instantly. Very, very cool. Who go here is gonna display as some number here instead, right next to the at Okay and then going down. We also have advanced options, and this is no different. We could favour mobile, which would make sense because it's so much easier to call there. But remember, this is not the entire ad. This is just an extension. So I, in my opinion, it doesn't matter if they call from a desktop or if they call from from a cell phone, I wouldn't sway towards the mold. Miles. OK, I generally don't use this one, at least when it comes to calls you could use. You could do called specific ads for that purposes, but as a call extension, I wouldn't use it. And then you can set up to start In the end, they just like before, so that is gonna be no different. So to summarize this, I would say that if you have any business that is especially reliant on getting phone calls now, maybe you have a do so fine dining. And people need to call you in order to book a table or maybe your carpenter who rely on rather than submission for us. Maybe you have calls to get your jobs booked or or whatever business where calls are important. Then this extension is really gonna be important. And understandably, you're gonna want to brown your number. Maybe so people can add in your number, but instead I would use the tracking and use one of Google's pool in numbers. So you get the tracking information and then just ask them. We're saying the phone call that Hey, if you're gonna call more times. Just save down this number instead, or put it on your website or whatever. This is gonna be so much more valuable with the tracking. And then once we're done, we're gonna go ahead quickly. Come state. No, I'm getting an error here. So I'm just gonna change this one like that and then gonna try a state again. There we go. So here it is. And just like before this gets set up, just like a template, right? So if you want to use this template once again, all you need to do is click it in for the upcoming campaigns, for the upcoming out of groups and everything, and you got it. Okay, So call adds, if you use that for your business. Very important. If your clients use it very, very important. Especially good for business who rely on calls such as fine dining, booking restaurants or whatever booking system that might be reliant on the calls. Now, in the next lecture that we're gonna look at, we are going to go ahead and click on this little plus here, and go and check out structured snippet extensions. So see you in the next lecture, guys. 21. Structured Snippet Extensions: Welcome back in this lecture will be continuing or extensions, journey and working a dive into structured snippets, extensions. Let's go. So let's dive right into what it is and how it works. So first of all, this is the way it looks Now, if you scan this ad, you may. Or you may not notice that something about it is different because it's quite subtle, to be honest. Now let's look at what they have actually changed. What it is is that it is a header with added values, right? So the header is actually the service part. And when we get into the campaign settings, you're going to see that you can differentiate and shoes between different types off hitters that you want to be showing and then add your own values from there. And the different headers can be, for example, anonymity is it could be, Core says for us courses would be perfect. It could be like you have here services, destinations, etcetera and those headers are presets. Right then, the values you add in yourself and the values has been added in in this example our tech support e waste recycling, computer repair, etcetera. Now There's some very interesting things about the structure snippet extensions because at first glance it's very similar to call out extensions, right? It really is. The only real different visually is that it has two Header. And then with the added values, you could do something similar in a call out extension as well, if you wanted to. Now there's a couple of difference. First of all, in here you can use to headers, which makes things very interesting, and we're gonna look at that how that looks in a little bit. Some other interesting pieces off information is that sometimes Google actually prefers the snippet. The structure snippet extensions over call out extensions. Why, that is, I don't know. But that means that if you have a structured snippet extensions, if you're actually able to add into these values into your ad, then you have a higher chance of actually extending your ad once it's showing for someone. Now, remember, we don't know when Google decides to actually show any off these extensions to anyone. It might show two headers, one header or zero headers might show a call extensions, no call extensions, etcetera. So we don't actually know when or why it's gonna show. But if we know that the algorithm assets like preference from snippets over call outs, for example, that might just push it over the edge and show a snippet rather than not showing any at all . And finally, let's look at how to actually use these extension, right? So while the call out is great when it comes to showing the benefits right and the evergreen promotions that that we could call every going things such as money back, guarantee free, deliver, etcetera what you'd want to show here on more practical service and product informations. And the reason for that is simple because it always has to pre define header. And then you add the values so product the service information would be, for example, hate. These are the services that I am offering, or these air the courses that we are offering, or these are the destination that we as a travel company, travel to, so it's not actually promotional the way or the information that is being displayed. The way that I call out is a call of this promotional. When you say, Hey, look here, we have free delivery or we have a 30 day money back guarantee. That's very promotional in nature. But this is much more informational like, Hey, what brands does your clothing stores sell? And what courses do you actually sell? Etcetera. So let's look at how to set these up. So here we are at the campaign settings Now you might notice that I already have the structured snippet extensions, and that's because I went ahead and I added it Now, for you to add it is very simple. You click on plus here the plus at extension and then on the top here it's gonna say pro. I think it's a snippet extension, and that is thes structures. Neighbor extension. Okay, you just click on it and it's gonna pop up here, and then we're going to click on it and the interfaces to say with Quicken knew, structured, sneak, but extension. This is where it gets interesting because, first of all, you get to choose the language. Now if it is in a certain pre defined language already, that language is gonna display for others. Also. Now, when you select the header type, these are pre defined as well. So let's take us as an example and pretend we're selling courses. So just to be informational about what kind of course is it is that we're selling? I'm I click on courses and I might for temporary baseness, micro digital marketing, a Coke be writing. I might really like that. Okay, now we can add more Value says Well, we can add a lot of different values doesn't mean that they will be showing at any one time . But once again, the more values you're showing, you're gonna see which one that actually gets the most loved right, so we can add a lot of different values in here Now, Once we have done that, let's say that we add some more elicited. We add Google ads, Facebook ads. And then let's also add. There we go and then we click. The preview would get a pretty good idea of how this might look OK if we click this down and then I click save. It's going to be saved, just like before as a template like this. Now what I can do because it can show up towards two headers at a time, I can click a new structure snippet extension here and I can do another one as well. So let's say that I'm a true if there's anyone that's gonna it us here now, we would probably just used one for that reason. But let's say, um, models, Okay. And then I'm going to write. Sure, if I now this doesn't make too much sense. But I want to show you the previews. An example. I am a son. Ghoul. Okay. And then if we look at preview, we can see the way that this is gonna look Ask well, and then I click out safe, and now I have to write. So I have two possible headers, and I can could come preview here, and I can see the way that this is going to be looking like, right. I can see the way is gonna look like on mobile, and I can see the way is gonna look at desktop, which is very interesting. And we can also tell that on this stop it shows that it has the possibility to show both, but on a mobile since the space is more limited is on Lee showing us one. So this is the way the structured snippet extensions work. So in order to get this going, you'll need a minimum off. Three values, right per snippet extension. You can have up towards 10 and each snippet has a 25 character limit. So to summarize, structure snippet extensions are great to provide information. Practical non promotional information about your products or services. For example, if you are reseller off certain clothes, you wanna explain the brands right? Then the Browns are gonna be very important to your customers or, if you, for example, sell computers. You also want to show what kind off brands or what models of computers that you sell. Now. If your travel company, you want to show the destinations that you travel to etcetera and that's not promotional despues practical. Where's the call out? Extensions are much more promotional in nature when I show all of these every green features right that your company has four dogs, so those are structures. Naper extensions. Let's move on to the next lecture 22. App Extensions: welcome back. So let's continue our extensions journey. Now, in this lecture, we're going to be talking about the app extension and it's a little bit different from APP ads. Now, APP ads focused specifically on having your app downloaded from the at no one app extension is going to be on extension off the primary ad with the ability to download your application. So let's go ahead and dive deeper into that. So in order to find your app extension, all you need to do is go down, click on add extension the plus button here, and then find your app extension. Okay, I've already gone ahead and done so So it's right here. I'm just gonna click on it and open it up now. The interface looks the same. We're still gonna have a template here that's ready for us once we've completed it. So what we're gonna do is click on new APP extension here, and then we get to set up our APP download now. Similarly, like we were talking about just a second ago. You can have a call extension that is gonna change the number into a call button on mobile devices, but that is still going to remain an extension, but you can also have a call ad and then the entire ad is going to be specifically about the call. Now, similarly, here you can have on APP ad, which is going to be specifically about downloading your app. But this is an extension off the primary. Add meaning. You still have your headline, the normal, your l the description, all of those things, and this becomes an extension. So the way to set this up it's very easy and straightforward. You're gonna choose if you're gonna be on android or IOS wherever you have your app. And if you do have your app on both Android and IOS, you simply set up two extensions. And the interesting part with that is that it's Google is gonna recognize what device that people are using or the using an iPhone or using an android phone and then show the correct extension accordingly to what they're using. Right. But as always for extensions, there's no guarantees that they will be showing the extension in the first place. But good to know that they do recognize the type Should you set up both. So I'm gonna click on Android Now, the next thing to do is just go ahead and search for your app. Now, let's say that we have this one. Relax, milady. Sleep sounds. I'm just gonna go ahead and add that one. There it is. And then the link takes what I want to be displayed under the ad, right? And then if I click on preview, we can see what is going to look like is going to look like this and notice that I only have a mobile preview here, right? If we go back, the only device preferences. If I want to exclude tablets, that is because this extension is aimed Onley at Molde Biles. Okay, so you're not going to be downloading any APS on your desktop. You're only going to be downloading APS on your mobile Apps and Mobil's include cell phones and tablets, and you can have the option to exclude tablets should you want to. That is also very good to know. And the rest of the options are just like before we can add in the tracking options should we want to. We can also add in advanced options for the scheduling you want to start an end date, go specifically on the days and hours, etcetera, etcetera. And once we're done, we're just gonna go ahead and click. God save So here it is. We have the android extension we kept the link takes as download. Now you could change that to anything. Go to or get it now or whatever takes that you want. And if you want to set one off for IOS as well, you just go ahead and click on new APP. Extension here and set that one up. Now I understand out. Not everyone is going to be adding in APS because not every business has their own app. Right? But if you do, it is a very good idea to add this one in. But because should Google be showing this one in the search results for your ad, then once again it will be taking up more space. It will be putting out more and the chance of getting more clicks, higher conversions, increases. And, of course, if you have a valuable app that is gonna be valuable in its south having people download them. And yes, if someone clicks into your headline, you pay for that click. And similarly, if someone clicks on your APP download, you pay the exact same some. So they work the exact same. Doesn't matter if someone clicks on downloading your app or someone calls. Or if someone clicks on the headline, you still pay the same price where it's still regarded as a click. Okay, so that is that for AP extensions. Now, in the next lecture, I'm gonna go ahead and remove this in the next lecture. We're gonna go ahead and look at lead for extension. So seeing the next lecture 23. Lead Form Extension: in this lecture, we're going to be talking about lead for extensions now. This is a mobile device extension on Lee, and it's a very powerful and exciting one. Now Google noticed early on that lead form conversions ah, lead form East when you have someone writing their name or the phone number of the email and then you get that information, that is, someone that feels in a lead for Google noticed that lead form submission or just leads coming from Mobil's had a very low conversion rate, and the reason was quite simple. You make an ad, you go into that website and then you have to fill out the form. So Google's response to this wants that. Hey, since the conversion rates are so low, let's make an extension where they can feel out the form directly from the ad and then lied form extension was created, and it's very powerful. So let's go through how it works with some of the restrictions are and some best practices , let's go. So here we are, And in order to get your lead for extensions, all you need to do is click on add extension here and find it I've already gone ahead and done so. So I'm just gonna go ahead and open it up, and we're gonna get some information. Lead from extent. Captures people's interest with customized headlines, descriptions and fields. Benefits generate qualified leads. Yes, please builds customer list. Starts a conversation. Perfect. So let's go ahead and click on create lead form extension. And right off the bat, you noticed something that's a little bit different. There's a terms off service going on right here. So you're gonna want to go through this and understand what it means to create the lead form extensions because it comes with some requirements and limitations, and we're gonna go through some of those additional requirements and limitations at the end of this lecture. But you're also gonna want to go through this, that I've gone through this up a couple of times already, So I'm gonna click on accept. So here we are Now, First of all, let's have a look at what this looks like looking at the right here. We can see that this is the lead for extension, right? And this is for mobile devices on Lee. So what's gonna happen is that they're gonna get this little pop up box right here. They can click on it, and once they click on it, they get taken directly to a lead form that looks like this that we can customize completely. They run the in their name and email and we can add in additional information and then they get taken to a submission page. Very, very cool. It completely eliminates the need to go into someone's website in order to feel up to feeling the lead form, which really increases conversion rates big time. You want to make it as E. C s possible for your customers and even better with a lot of people, these forms and there's gonna be additional forms this well, we're going to go through that. They come with auto fill, meaning that if someone clicks on that lead the name, the email, the phone number, everything that needs to be in there, the postcode. If that is something you want to track, too, it's all gonna be off to feel if they have the order field function activated so extremely , extremely handy. But let's go back and start from the very beginning. So the first thing we're gonna do is look at the call to action. Now there's several call to actions you can use you can use. Learn more. Get cooled, Apply now. Sign up. Contact us. Subscribe, Download, book. Now get offer. And of course, what you decide to use is going to depend on what the lead extension form is gonna be about right now. If you maybe you repair people's roofs, then you're gonna want to use, perhaps get quotes. If you are offering an e book, perhaps you want to use download. Now, if you're offering a course or some seminar retreat, maybe you wanna use apply now or if you're offering consultations, you might use contact us, etcetera. It said it's completely going to depend on what you decide to use. Now, just for the sake of this example, I'm gonna go ahead and peak learn more. Okay, so that's the 1st 1 we can see. Lie. What happens in the preview here? We have used to learn more cult action. Then these three extension text learn more. Let's write something like next level level marketing something like that. Okay. And then we have learned more about the Now this is just an example. This could be anything it could be. For example, book your table now and you might have a book. Now, for example, if you're a restaurant, this the extension takes Could be anything that in Hans. Testy. Called to action, okay. Or rather explains what it is about. Then we move on down to the lead form itself. And the lead form is gonna be what happens when they click on this button. Right? So we're gonna have an ad, and the ad is gonna be, You know, selling courses or doing whatever you're at is gonna be about for this example. We have used several different examples. We have talked about the search restaurant selling courses, marketing everything. But let's say that this one is about marketing or digital marketing, and we're selling courses. And the headline. It's about courses. The description is about our courses and everything. Then perhaps we might have a learn more button here that it's a call to action and extension is next level marketing. Okay, so that is interesting. So they go ahead and they click here and they get taken to the lead. For now, this is also your chance to use a headline and use some explanations and give them a reason to sign up. What do I get if I put my information in here? If you ever done a lead for before, you're gonna understand that you need to give something to your audience for them to actually want to apply. Of course, unless you're a carpenter or you're a restaurant and people are over there looking to no book a table or get a quote or whatever it might be. So let's write something like digital marketing made easy. There we go, and you can notice that we have a 30 cap limit on our characters that we can use in the description. It's a little bit limiting, but you need to get creative. And then we can ride our our business name. Robin and Jesper is gonna be in the very top pair and then a description. Now notice. Now we're allowed to use 200 characters. That leaves a lot of room for them to understand. Okay, what am I signing up? Or rather, why should I even beat signing up for this again, depending on what you're doing, this might be self explanatory. But if you are getting a court or booking a table, you want to really sell that already? You want to make sure that you are the best carpenter you are the best restaurant, or whatever it might be. You are the best carnival organizer, you know, whatever that they are signing up for. So let's write something here. I'm just gonna pull something out. Digital marketing is entering a new era. Find out about the latest tips and tricks by signing up below something like that. Okay. And then we have what information do you want to ask for? Once again, this is going to depend on what it is that you are doing and what it is that you're selling , general and name and email or great things to collect. But if you are a call up center, for example, you're gonna want the full number a swell, Or if you are, the carpenter who likes to call people are gonna want the full number two. A postcode might very handy if you are a local business. So I'm just gonna use name and email, and this is also where it gets interesting further down below because we need to add in our privacy policy, you are all so First, let's look at where this appears and it takes. And then let's look at what it means and what is required off you. So if you look here, we can see that it's a Google disclosure. It says by submitting, you agree to send your info to Robin and just so that they can contact you about the above request Robin and just for agrees to use your info in accordance with their privacy policy . This is where this u R L is going to appear. Google will also use your info in accordance with our privacy policies there to privacy policies at stake here. This Google that's going to be collecting and using this information. And also we are going to be collecting and using this information. So what is the privacy policy and why do you need it? Well, the privacy policy is about how you used to customers information. Now, for example, if we use mine and Jasper's website here, it's Robin and desperate. Come and I scroll all the way down to the bottom. Now you might not see it because my head is in the way. But if I scroll down like this, you can see that on the bottom. We have a privacy policy and terms and conditions, right? So I'm gonna go ahead and click on the privacy pole is a page, and it gets us into this patient. This is the page that we want linked in the ad. So first, let's link it. And then let's talk about what it actually means and implies. There we go, states pasted in. So now this will be linked to our privacy policy page. Now, the privacy policy page means that we're gonna explain how we use the information and that we will not be liable for anything that might happen with their information. The second thing that you want to make it very, very clear and that you want to make sure that you're following in accordance with is that you are in GDP are accordance you want to be make make sure that you are GDP are eligible if you don't know a GDP or is. It stands for general data protection regulation, and it's a European law that make sure that the European citizens own their own information right. So currently, if you are in most places of their elicit a America, then you can simply go ahead and collect someone's information. But you can do that in Europe, right? Or with Europeans, more correctly said, if a European comes in, this is your American site. If you are in America, Dawson matter what rules that exist in America because the European will still have the GDP , your right on their side. That means that if you are going to be collecting information from this European fellow, you are going to need their allowance. Okay, you need to have their allowance before you can collect the information. That means that you need to inform them about that decisions. And that is why most pages when you enter them, they have these old we collect. Cookie is, um, blah, blah, blah read or privacy policy. And when you click OK, you accept that this website is going to collect information about you so that bears repeating that if you have an American website or African or Asian website doesn't matter. If a European enters your website and you collect information about them, you are at fault, Okay, because the European owns their own information, so that means that you need to be in accordance with the GDP or law. So if this is complete muse to you, there is a website that completely explains what the GDP or is and how it works. Has all the info Arent gonna put this in? The resource is so if this is news to you, then check out the resource is and then make sure that you tailor your privacy page accordingly. And there are a lot of GDP or privacy page generators online. It's outside the scope of this course, but there are a lot of them. Okay, so just make sure that you nail that because it's very important. Okay, so that is the privacy pole is a page, and it's been added. Now the next thing that's very interesting in a little different with this extension is that we can add in our image. Now, before we add in on image, there's going to be appearing in the background here. Two things to think about one what is gonna be the purpose off your image and to what is going to be the resolution off your image? Let's start with number one, You're going to want to do something that's going to enhance your message. You could write a text on the image or you could, For example, if you are a small business, you can have a picture off your face. You could do that as a large corporation as well. In order to make it more personal. No matter how you do it, you're probably gonna want to include your logo or the product that it is that you are selling or offering. If you're offering an e book, you might have a picture of a book, etcetera. So it before we add in this image, you need to have it in the resolution point number two off 1200 times, 600 pixels. So the next question is, how do I nail those pixels? Well, this is fine. You bought a chorus right to answer these kind of questions. So what we're gonna do is that we're going to go to Canada dot com I'm gonna add this in the resource is as well. It's a completely free website. No matter what pops up on the screen is completely free. Just sign up. Make an account, and then you go ahead and use it. And what I'm gonna do is I'm gonna watch 1200 times 600 then you could go to the templates or you can create custom dimensions. Now, I'm gonna go to with custom dimensions because I already have a picture. If you don't have a picture that you know that you want to use, you could go to the templates and check out some and just customize them. But I already have a picture. It's just in the wrong every solution. So I'm gonna go ahead and click on custom dimensions here. I'm gonna write in 1200 times 600 then click on create new design. So here we are. Now, there is a tone off templates already, but I over to have a picture in mind. So I'm gonna go to up loads, and then I'm gonna click on upload an image or video, and then I'm gonna click on the one that I want and then let it upload. And then I'm just gonna drag that one ride in here so you can tell already this is not the correct solution. Right? So what I'm gonna do is just make the best out of it. I'm gonna start Reese icing it like this and make sure that it is still looking good. Okay. So Ah, there we are. I think this looks very good. Okay, it's that simple. Now, if you have one that's way off in the resolution than perhaps you might want to consider tail custom making that picture or using a different picture or using one off the templates even that is in here. There's a lot of templates and very CTV's. But at any rate you can add in your own, you can customize it like this. Then we go ahead and we click on download button here. P and G is the best resolution. We're going to use that one click on download, and then I'm just gonna click this one away. OK, so we downloaded it. So let's go ahead and go back. Here we are. Now, I'm gonna click on image shoes, have filed to upload, and then I'm gonna use that one. We'll click on it, and there it is. And then click on Save. And there we go. So here it is okay. Now, if we go down and we check this little box here, we can see that the recommended ratio is actual 1200 times 628. So you might want to add that one in instead, and they micromanage these ones so they might differ a little bit in size, asked time changes, but it's not a big deal. As we can see, it works perfectly well. So now we have made us a little bit more personal. And if this is the course we would be offering, then this would be a pretty good image. Maybe add some texts around here, customize it a little bit more to the actual extension. But for this example, I think it works perfectly. But you can tell it gives a very different feeling when you get to have an image in the background. Quite a big change. So let's go down. And then we have the final part, which is the submission message, which means that when they have filled out their name and email and then clicked on, submit proof they're gonna end up in the submission page, which is we're gonna decide what happens next. OK, so the first thing that we can do is hand in a description. I might, for example, write something like thank you. Check your inbox and will be in contact with you Will be in the next five minutes, something like that. And then we can decide if we want to add a call to action. And this is an interesting decision that you have to make a swell because you can decide if do you want them to actually do something? If you're offering an e book, it's gonna be a download. And then you just simply set up that download you or else so that they get the e book that they actually signed up for. But for example, when we were talking about so they can learn more about the courses and what's being offered, we might want to direct them now, afterwards to our website. Okay, so for us, it called to actually your l when they clicked. The visit website might be our robin and jesper dot com, for example, because then instead of going, continue searching on Google, they would actually end up on our website, which makes a lot more sense than actually losing track off them right now. You got them already. You got the lead. You're about to contact them and everything. But still, if you want them to continue approaching you in approaching a website, your product or whatever it is that you're offering them, give them somewhere to go like your website. But if you don't have that, if you're mainly interested in the phone number or the submission for so that you can contact them and maybe you don't even have a website, you can go ahead and click on No. Okay. And then they can do whatever they want next. And then finally, there's one more thing to sit up, and that is the lead delivery option. Now, this is interesting, because here we have something. This is manage your leads with a web hook. All right, So what is a Web book now? Ah, Web Hook is going to be if you want this information or this lead for it to be collected elsewhere. For example, on male chimp now on male chimp. If you have that already, that is a place where you build your email list. Okay? That is for your email marketing campaigns. So what you could do is you could go into male Jim, get their Web hook hook your l and the key. From there, it's all gonna be a male chimp. They have their own category for it. Add those in, and then all the data that is being a center is going to appear on male chimp. Now, if you decide not to do these things are completely optional. Then when you're going to the dashboard and you go into your lead form extension, there's gonna be a blue button that you just click on and then you can download the lead for that has been sent manually from there and get all those statistics. Okay, you conceal that information, so this is completely optional. If you want this information to end up somewhere else, don't need to do that. And once we're done, we're just gonna go ahead and click on Save, and then we've set it up. And once again, you can set up multiple lead form extensions and there's no guarantee that it will actually show like with all the extensions. Now, remember, you need to put in some love to your lead from extensions. Now, how we create lead at proper lead forms is also a little bit beyond the scope of this course. But remember, you need to use the hope you need to give them something like if you offer them a free e book that is gonna be enticing. If you just put a learn more and say, Hey, this is our company right in your email and your name and learn more about us. No one is gonna use that because no one cares unless there's something in it for them. They can get a quote if they can get a booking. And if they can get a discount, whatever it might be that is going to be interesting for them now before we end this lecture. Because I told this is a very powerful extension, right? There are some limitations now, some of the limitations to this. If we scroll down, this is also gonna be in the resource is our for example, you cannot do adult oriented content that there's for most cases. You can't do alcohol related condom gambling, but here's the most interesting part. You cannot do healthcare content. You can't do an elite forms. If you are in the health care and medicine industry, then you can't use this extension very interesting and similarly with political content so very interesting to know the limitations and understand how this extension work because it's very powerful. But with that power comes some additional requirements. So to summarize, this entire lead form extension basically lead for miss. When you collect others information, you get that information unique to give them a reason to sign up. If you don't have that, for example, an e book, give them a discount, give them up free course. Or maybe it's more self explanatory. So they get a quote or booking whatever it might be. Remember that you need a functional and working privacy policy. Okay, if you don't have a working privacy policy, you need to get that and make sure that it is within GDP. Our compliance needs to be GDP, our compliance, and then finally, there's no guarantee that the extension will show, but it is absolutely worthwhile to be using this, and this is a mobile only extension. Don't forget that. So it's only gonna show up on tablets and cell phones. So that is it for this extension. Now let's move on to the next extension, since we are on on extension spree anyway, see in the next lecture. 24. Message Extensions: in this lecture, we're going to be going through the message extensions. Now, this is one another one of those very exciting extensions. Because we know how potent mobile users are, right? We can see that the usage of cellphones have gone up dramatically year off the year off the year. This is one of those extensions to take full advantage off that. So let's dive into it. All right, here we are. And you know the drill. In order to add it to click on add extension puff, click a message extensions. And I have already done so. So we're gonna go ahead and open this one up, and we're gonna click a new message extension down here. All right, so now this is interesting. Before we do anything, let's look at what the preview looks like by the fault. And then what this actually does. Okay, I'm gonna click on preview here. So what we can see is that there is a message bottom right here, and it says, send us a text for more information. Now, the cool thing with this mobile Onley extension is that you can sit up on automating message or a pre Britain message for your customers to click and send to you. So what does that mean? And how do you use this? Well, for example, let's set this one up so I can give you a proper example. First of all, we're going to set up our user contra coat. Let's say that it is in the U. S. And then we're gonna look at message delivery in just a second. Don't worry about it. And then we're going to run a business name, Robin, and just birth. And then, for the extension takes, we might write something like, um eso send me the 35 present discount something like that. So what this is is that you could be creating an extension that offers people a certain discounter Alysia Discomfort goat. Let's say that we're sitting up on add that it's about our courses. And if they send this test text message to us, they will receive a 35% discount code case, and now you click on the preview. We can see that the text message says, Send me the 35% discount that you're gonna want to have a headliner, a description that says over offering core system. You know, grab them now while they're on discount, etcetera. And then we have this button. This is send me a 35% discounted. My make more sense in this context, send me a 35% discount. Very, very cool. So then we get to see the default customer message. I'd like to know more. Please takes me back. So the next step is they click on this one, and this is going to open up their text app or whatever it is that they use on their cell phone to send messages right is gonna be there fixing up, and then this is going to be their default message. Right? So this is what's going to be pretty Britain for the message for them, just the only thing they need to do is click on send. So it could say I'd like to know more. Please take me back or it gives the ad really love that 35% discount. Please, Adrian, or less right. This discount. Please send me the code. Something like that. So that is going to be the text that appears in the text app. And then this is going to be the auto reply that they will automatically get back when they have sent that message on. Then they we thank you for contacting us, or we could It sounds so boring. So also state Thanks for writing to us. The discount code iss love to everyone. This is juicy. So it could be something like that. Okay, so then they instantly get that discount, which is very interesting, because this takes full advantage off the fact that the idea that more and more people are using their cell phone and there were certain services that is going to be more cellphone dependent than others. Okay, So, for example, once again, let's say that you have a restaurant on. Did you know that during just after lunch times, most people don't want to visit a restaurant because the peak hours air down? So what you want to do in order to get some more customers coming in, you would offer a discount code, right? So all they would need to do is click there, and they would get, you know, a certain discount code that they could say to the staff in there, and then they get a discount to get a reason to go to the restaurant, and everyone benefits. So you could be endlessly creative with this. But if you are searching for a restaurant, then you're out walking. Chances are that you'll be using your phone. You're gonna want to call it. You're gonna want to send that message. All right, so we can get really created with this. Now, if we go back up, there's something here to system this such delivery. This is where it gets interesting. So for message delivered would have two options. Either we could use ah, phone number. Let's just use thes default phone number that Google is offering off us like that. And whatever number you ride in here, it doesn't matter, because Google is going to give you one off their own numbers so that you can track everything right. But what's gonna happen is that you are going to get this message to your phone. Okay, so that is one alternative to use that extension, not the other rich use. This extension is to use email forwarding. If you use email, forwarded any right in your email her then that text message that they send is going to end up in your email. And if you reply to that email, then that email that you send is going to end up in there as it takes message back to them . OK is going to translate into a text message automatically, which is the beauty of this. Now, unfortunately, email forwarding isn't for every country. It's just for a couple right now, I think is with the U. S. Brazil. Canada might be a couple of more, but it is very limited the amount of countries that can use this at this very moment. So this might not be available to you, but if it is, is very powerful and in my opinion, much easier to use than using your your own phone number. But again, that's gonna depend what kind of business you are and how you like to keep control in contact. And then finally, if we go down, we can see that. It also says you're not collecting data because message reporting ISS off, turn on message reporting for your account. If you click there and you click, say, then suddenly you can start tracking the message reporting as well, and you want this data so I really recommend that you do so scrolling down There's some additional options. And just like before, you could set up a scheduling. Nothing new here. Once you are done, you can go ahead and click. Save. All right, so here we have it. Now I have to ride in my email as well in order to get it approved. Now, the interesting thing here is that, as always, you can create multiple extension and a cool practice to do could be to do four different extensions here. And then Google is gonna cycle between them, and you can see which one is bringing out the most results. For example, you could, you know, practice using different Copa writing skills using different words, different stores. Hey, would you like a 15% discount? Hey, we're gonna offer you on e book. You know, you could try out different offerings, etcetera, and see which one feels the best result, and then start optimizing the next one, the next one, and just collect data to see what works. So that is the message extensions right now in the next lecture, we're gonna go ahead and we are going to look at promotion extension. So see you in the next lecture 25. Promotion Extensions: Welcome back in this lecture. We're going to be talking about promotion extensions, and this is an extension that incredible powerful, especially for e commerce businesses. That allows you to put out an ad with the deal. How much should deal is often what kind of deal off it is for the duration and with the code and everything is very exciting. Extensions. Let's dive right into it and I'm gonna show you what it looks like. So here we are, and I've just searched for reusable bag, right? And then we have this company Chris Line that come that have created at a nice looking at here. So what they have is they have a header. They have the Ural, they have the description, and then they have a deal extension and you can tell that it's a deal extension because it looks quite different from the other ones. First off, we have a bold ID letters and assess deal, and then it says what kind of deal off it is. It's $30 off of your order of over $250. It gives you the code, and it also gives you a new idea off when it is valid, for how long and it's valid. So I mean, any business can use this type of extensions. But if you are an e commerce business, this is very, very powerful way of doing your ads, putting out this extension and showing your deals. So if you're a drop, she pre or whatever e commerce business that you are into, this is definitely one of those assets you want to pay extra close attention to. So let's dive right into it and see how to set these up. So here we are. And you know the deal promotion extensions. To find them, click on add extension, find that promotion extension and click on is gonna be added here, so I'm gonna open it. The interface looks that very same with our templates. We haven't on right now. I'm gonna click on new promotion extension here. Okay, so first things first, that is location. What is the location for this deal? Now you don't have to pick in it. You could keep it a non, but there are a couple of different occasions that you can add if there is that sort of occasion. Okay. So, for example, Let's say that you have a deal on Father's Day and you add a Father's Day extension. Now. The great benefit with that is that Google is going to be favoring these kind of ads, putting them higher up and more likely to show the extension if it is Father's Day, Right? So if you use these occasions when it actually is an occasion, chances off your ads triggering and the chances of your extension streaking increased and Google appreciates that. But we're gonna go back and put in non. There we go. You don't have to use any next up. We're gonna choose our language. I'm gonna keep it at English and then our currency, then the promotion type. Now there are four different promotion types. You could be running either monitor discount, for example, $30 off that, would you? Some where percent discount could be 15% off could be up to minute monitored. This country be up towards $50 off could be multiple items or up 2% up towards 40% discount . Now it's very important that you put in the correct data here because whatever you add in, if you add in a monitor discount like this on the discount is gonna be a list A $25. Then later on, you're gonna have to add in a u R l down here. You describe your item, and then you add in a your L and Google is actually going to scan that page and make sure then what you are writing is correct. So this is not something to be wishy washy with you. You wanna add in the correct data you always want to do. But just know that Google is also analyzing is making sure that you actually do so. The next thing we want to do is write about the item, and for this I'm gonna use the example from the website Coral efecto come. And it is a stainless steel coffee mug. It's a beautiful Shopify. So stainless steel coffee mug with straw. So I'm just gonna go ahead and cook for this. Go back in here and I'm going to paste this one in now. This is 37 were limited to twenties. I'm gonna have to show them this one out. So let's just right. Um, stainless steel cough? Nope. Steel coffee mug. There we go, OK, and then the final euros. I'm gonna go back up here. Right Click. I'm going to copy this Euro, go back and then paste this euro in here. Okay? So this is also the way that Google is gonna analyze off course link to it from the extension itself, but also analyze and make sure that what you're saying is correct. And then promotional details. It could be on orders over or it could be a promo code. Okay, Now, if you have a promo code, it could be like a 10 to 5 off now or 25 off Father's A The code could be anything. Now, if you would use the on orders over it could be on orders over, for example, $50. Then you will get the monitor discount off $25. So if we go back here to reusable bag, we could see that the deal was $13 off off, off your orders off. $250. Plus, So they are using the on orders over for their extension. Okay, so we're just gonna go back to promo code and we're gonna write something like 25 off now something like that. And then we have a new option in here, and it is display promotion dates. So this can be very, very handy to give that sense of urgency as well for your deal. So let's say that is gonna be the deal is only gonna be between, let's say, the 12th of December until the, um 17 off December. Okay, And I would quit. Come preview. You can see that. Here we have the code. We have $25 off steel coffee mug. The code is a 25 off, not when it's valid until the 12 off December onto the 17th off December. Now, if you look on a desktop, it's that you can see that it looks a little bit differently. So this is very cool because you have two different options when it comes to the dates. This one actually displaced the dates when it's Valley. But if we go down to advanced options here, we can also set the start and end date for this extension, just like we do with all of the other extensions, right? Do you have two options when it comes to dates? Want to actually display the days that you want to display and then to to actually decide when you want this extension to be running. Okay, so one works in the front end that's visible, the other one works in the back. And when it's actually going to be running and then we do have the u. R L options a swell for the tracking. It's just the same us all of the other extensions. Now, if we change from a promo code two orders over and we would put $50 hit preview, we can see there's gonna look a little bit different is going to say $25 off steel coffee mug on orders over $50. It's gonna look like this deal. $25 over steel coffee mug on orders over $50. Okay, so especially powerful. If you are on e commerce business, you can be running your deals like this is one of my favorite extensions. Also, because I love drop shipping and we have a lot of students with dark shipping. So these kind of ads are really spot on to be using, and once you are done, you go ahead down and you click on safe. And there you have your promotion extensions. Now you can run several, just like always. Add several in maybe four different extensions may be used. Different products to see which product of working the best you get some data you start optimizing from their etcetera. Etcetera is a very powerful and very handy extension. Okay, so next up, we're going to be looking at the price extension. So see you in the next lecture. 26. Price Extensions: in this lecture, we're going to be talking about price extensions now. This is a wonderful extension that's applicable to pretty much every single business that's out there. And another wonderful thing about price extensions is that once Google actually uses this extension for your ad, it takes up a lot of space on the page and a lot of space. We know what that means. That means better visibility. That means usually higher click through rates, higher conversion. So that's good news. Let's dive into it. Well, we know the drill quite well by now. If you've been following along, I'm going to click on add extension. Click on the price extension here is gonna pop up here and we're gonna open it up here we have the templates, like always, we're going to create a new price extension. So let's go ahead and do that. So before we go too much into how to set up by price extension, let's look at how it actually looks like. So if I could weaken preview right now, even though we haven't said anything up, you can see that a price extension looks like this. Now you have your headline, your your old your description as usual, and then you get these different products showing up, and that is absolutely incredible, because look at how much space this is taking up. Look how much information you are able to show in just this single extension. Now there's an additional benefit to this as well. That's not spoken about too much, but that's very important when it comes to ads. Now, when you're doing a price extension, you're very open about what the prices are for your different products, right? So that is gonna help you with your conversion rates and save money on those clicks where people click on your ad. Look at the prices they hate. That's too expensive for me. And then they lead right, because here you're open about the price from the very get go from the very beginning, and that's going to keep people from clicking who aren't actually going to be buying would . That is a huge advantage, right? So you can actually use that technique. And that's a very old ads technique to put in the price in the headline as well, because that's gonna deter those people who think that it's too expensive from even clicking. And that means you're not throwing away money on clicks does not gonna generate any conversions. So just a little heads up about that. But more importantly, you get to show multiple products with this extension with the added price tag, So same function just even more effective. So let's break this down and have a closer look. Now, the first thing to add is the language. And the interesting thing is that even though we at English based on another user's interface, they might actually translate this, for example, the type it says brands for me. But if I have a Swedish indifference of Polish interface or tie interfaith, it might actually translate brands into their own language. Okay, that's interesting to know. So we're gonna keep English for this one and then the type. This one is very interesting because the type is gonna be based on what it is you're selling. So if you're close reseller, for example, you might want to showcase different type off brands. You might want to showcase Nike Adidas under armour, etcetera, etcetera. If there are different events, you might want to showcase the events. If you are, you know if you have any form off travelling service, maybe you do at home consultations. You might want to show off different locations that you offer your services to if you work in certain neighborhoods for whatever service that you have different product categories. So let's say, for example, that you said you're selling bags you're selling Jewell real selling beauty, whatever. Product tires, service categories, service, tires, services the list goes on. So we're gonna pick one that's based on what it is that we're going to be selling. And for this example, I'm going to be using product categories, OK, because we're going to be selling based off a websites. I'm gonna show you practically how this works, and then we have currency, right? We're gonna use us dollars because that's what will be selling in and using on the website as well. And then we have a price qualifier, and the price qualifier is gonna be, for example, from $99 up to $500 or average off $250 whatever it might be, I generally prefer to use from because then you can used to lowest price, which is just a general great sales technique for people to be interested. So then we're gonna go ahead and actually set these up. So what we can set up here is the first thing that we have is the header. But before we actually set this up, we need to look at what it is that we're setting up. OK, so we are using typewriting that when we're using product categories. So if we use the website and I'm gonna use Carol if IQ again for this example and we go over to products, we can see that these are all different. Proud of categories. OK, so if I go ahead and I click on bags that I can make its own category for bags and scrolling down because I'm gonna use the from type I can look at OK, which one is the cheapest here? We have something here from Let's see 7 99 Okay, so I'm gonna go in here and I'm gonna type bags and then from 7 99 that we can also select units now. It could be if you're ah masseuse, for example, could be per hour. Now if you're doing any form off, maybe repairing service. It could be per day per week per month per year per night, depending on what it is that you are all free. But clearly, since we're offering a product here is gonna be no units and then a description. Now, the descriptions don't always show up, right? So we are quite limited with just 25 words here. So it's it's not really gonna matter too much if you don't nail this descriptions. Don't let that deteriorate. But I might say something like reusable. Um, bags remove plastic. Okay. Can't fit that. This just right. Reusable bags came and then the final u r l and I'm gonna want to use the final Ural to the product page off, bags something. I go up here and I'm going to copy this one. I'm gonna go in, and I'm going to paste it in here. There we go. Now, if you have a specific mobile version off your website, you can use that. You're all here. I don't think prolific does. And most of the times I don't use this to be honest, so that would be the first ones. So if we preview it, he's gonna look like this, we can see bags from 7 99 and it says reusable bags Perfect. Because the headline would also say something like, you know, save the planet to remove plastic waste because that is what the website coral it because all about so the ad would make sense in a specificity, and the product would support that message. So now we have set this one up. Right now, there are already a couple of more in here, So I told the low fi and therefore more so what we can do If we think that's too many, we could remove some. If you want to add more, we could click on add price extension item and we can add some more. I recommended you adding at least four. So let's just go ahead and add in a couple of more. I'm gonna expand this one. I'm gonna go back to Carol. If IQ look at products that we have beauty que gun clicking beauty, then I'm gonna go back and write you tea and then from I'm going to see what it's the cheap is when I can find here, it's gonna be 8 99 I'm gonna write 8 99 No units, Natural beauty. I can write something like that because it fits the feet. And then the final your l Same thing. I'm gonna go ahead and grab that one. Put it in. I'm not going to care about the mobile. I'm gonna do that with two more. So let's go back. Go to products. Gonna go two bottles. I'm gonna write bottles. Check out the price. The cheapest one is gonna be a 23 1999. I'm gonna write in 1999. No units, Stainless steel bottles. There we go. Finally your out going to grab this one, go back, paste it in and do one more. And then we're gonna see the result off this, OK? And the next one is going to be kitchen. Okay, I'm gonna go kitchen kitchen from going to see the lowest price it's gonna be from not 7 99 Okay, 7 90 night. No units. Description. Um, and environmental friendly. All right. Something like that. Final. You're out. I'm gonna grab that one. Tasted in there, and there they are. They're all set up right now. Okay. And then we could collapse them so we get a little better view off it like this, they would go and then let's check the preview. So here we have the preview, right. So we see the bags, you see the beauty and then on the phone, you're gonna be able to scroll to the right and see more sections or more product categories, and you're gonna get all that information from 7 99 from 18 99 which is there's a lot of information and taking up a lot of space. And if you move onto the next one, you can see the way is gonna look on a desktop. Now, Right now, we have bags in the front. If you rather have beauty in the front, for example, all you need to do is go ahead and grab that one and put it on top. Or we can remove this one. Or maybe you wanna have kitchen on top, use, drag it and drop it just like this. So it's very customizable. And just like before you're out, you can customize advanced options. You can go ahead and set a start. An end date is just like before. Nothing new there. So this is a very, very powerful extension to use because it gives a lot of information for your customer and not only a lot of information, but also price information about different products extremely, extremely powerful to use. And there's basically no business that isn't selling something right. That's usually the essence of a business. All this is a non profit, even though sometimes we're selling something. So if you look in here, there's probably gonna be something in here that fits what you do in one way or another. And in that way you can showcase what it is that you have in the different price points. And chances are that when you get this extension, the actual clicks on the ad are going to be much more likely to generate a conversion because they will be much more aware. But the cost will be all right. So that is that for this extension. Now, in the next lecture, we're going to be going through the final extension, which is location extensions. See you there 27. Location Extensions: All right, my friends. First of all, congratulations in making it this far in the Extensions jungle. What we're gonna do now is that we are going to go through the last the final extension off them all, which is location extensions. So let's go ahead and check it out. So here we are. As usual, I'm gonna go ahead and click on add extension and then location extensions. Now, be aware that as Google make updates and Google loves to make update the order off, these extensions may vary. They might change that order. They've done it before, and very likely they'll do it again for what they consider to be optimized. So before we click a location extension, let's understand what it is and how it works. So in here I've served for motorbike rental, right? If we go down, we can see a couple of ads going on here. But this that in specific that bamboo bike rentals, they have a location extension right here. And if I would click on this location extension, it would take me to Google maps and show me where it is. And this is especially handed if you have a cell phone because then, if you are on, you know, on your way somewhere, you're looking for a certain restaurant that they have a location extension. You can click on that link and then just be guided straight to that restaurant. It's incredibly handy now, some interesting things. If they click on this extension, you get charged. Okay, so it's just like usual. Another interesting thing is, if you have a Google my business account and you already have on address associated with this account, then chances are that they are going to be adding in these extensions automatically, and you'll have to open out in order to make sure that these extensions aren't automatically added in. I don't think there's any reason to do that, but it's good to know now, similarly, with the call extensions, sometimes they're gonna also do a message extension for you, which I know it sounds quite crazy, but Google retains quite a bit of control this way, and they do their own testing and you get the data, at least so that becomes very interesting. So this is an incredibly handy feature to have, especially if you are a local business or brick and mortar business, and you rely on people finding your ads and finding their way to your store. If you operate physically rather than operate primarily digitally, this is gonna be even more important. So let's say Restaurant, for example, brick and mortar stores, any rental stores, all of these gonna have great usage off the location extension. So let's look at how to set these up. Now we're gonna go back into the campaign settings here. We're going to click on location extensions and then click on Create Location Extension. Now, this is where it gets interesting because this is a demo account. We're gonna go through this step by step and build it up together. So there. I don't have any location associated with the Google, my business account, right? So there's nothing for them to pick. However, if there were, you would simply go ahead and click and continuous. Set that account up, and once you do, you have two options. One is to synchronize all occasions because you might be a restaurant that has several occasions or two. You might want to be specific on on Lee, adding a specific location and this specific location would be right now with the campaign level because we're setting up the extension at a campaign level. Now, the benefits with this is that when you are making your ads and perhaps let's say that you're targeting a certain state you're targeting out of California, for example, and you have a business there, So you want to make sure that when this ad extension pops up, you Onley showcase that specific location that they had been California. Maybe you have another one in Colorado, for example. But you don't want that location to be showing up. You only want the location off California to be showing up, especially if you're targeting people locally. That makes the most sense. Now, if you're doing Theo overall synchronization and you're using all locations, that can be very handy s well, in some instances, because it shows that you have a bigger presence and some people might not have no Oh, they have a location here or they have a location there. There would be the benefit off that. But if you're doing local specific ads, absolutely go in and make sure that you're targeting a location specifically with your location extension. Now, if you are running on agency, for example, and you're having a client there to waste. You could go about that in order to access their location for their at now, one is to add in their domain name and they're gonna pop up in this list, and you would add them from there. The second way would be to go to link and account and click on request access to another Google my business account adding their address. And then you get the information that you need in order to set this up. If they don't have a Google my business account, recommend them to get it, because this location extension is very, very useful. And also, it seems that Google has a preference for the location extensions. As you start running ads, and as you start looking at other ads, you're going to notice a tendency for certain extensions to show more than others. And location extension seems to be one of those things that Google has a big affinity for. That show up quite off them, and it makes sense to, especially for brick and mortar businesses, because you really need to know the location in order to go there. So that is that about location extensions. And once you do that, you clicking continue and you set it up and you can choose to use all of the locations if there's multiple or you can use a specific location and we're setting that up with the campaign level. Okay, So if you have one campaign targeting California, you want to say this specifically to California? If you had another campaign for Colorado, you might set it for Colorado, assuming you have a business in those different locations, just something to keep in mind. So with that said, I want to say really, really well done making it down the entire extensions jungle. And if you have been skipping in the course who held down still we come this far and next up, we're gonna go ahead and click on save and continue, and we're going to start setting up our ad, the group. So stay tuned for that and see you in the next lecture 28. Ad Groups Structure: welcome back. First of all, congratulations on making it this far in the course. Now we're going to move on from campaign settings over to add group settings. And that means that we're gonna look at a couple of things before we start setting up or add groups such as what? Actually are at groups. How do they work and what are their structures like? If we don't understand their structure, we're not going to be setting up effective ad groups. So let's dive right into So First of all, if you haven't already and you're still in this page, we're gonna go ahead and click on Save and continue in order to be taken to the ad group settings. All right, so here we are Now, the first thing that we can set up is the ad group type, right? And just like before, when we're looking at dynamic search ads, we can set up standard or dynamic. Now you can have dynamic ads at a campaign level, but you can also have dynamic ads at a add group level. And that means if you set them up with the campaign level, all of the ad groups and everything are always going to be dynamic. Now, if you set them up in ad group level, you can have, for example, some split testings. You could have a couple of regular ad groups would certain keywords, and then you could have a couple off or just a single dynamic ad group and see if they are working out or not. But most of the time or all of the time, to be honest, I recommend that we go by standard so we can add in our own values. Do your own research, get the cleanest data possible, optimized, etcetera. So we're gonna go with standard. But if you want to experiment later on, you can go ahead and create one dynamic ad group just to see the results. But that is not for now. Now, before we start looking at these things, such Azad group named the Fold bid keywords and everything. Let's look at how ad groups are actually structured so we know what to make out of all this information We needed overview. Okay, so let's dive into the world of power points. All right, so here we are now, we are at the ad group level, so That means we have moved on from campaign and we have moved on to setting up the settings at ad group. Right? So have said certain settings at campaign, the location, the demographics, etcetera. Now we're going to set some different settings up in the Agra player, which is going to be affecting the keywords and the ad, etcetera. So, first of all, the first thing you need to know is that you need to organize by themes. Okay, this is the most effective way to set up your ad groups. Let me show you what I mean. So here we are at Coral. If IQ this beautiful website once again. Now what we're talking about setting up at groups accordingly to themes, were talking about getting clean day that we're talking about making understandable keywords grouped together, right? Because every single different service, different products that are going to have separate keywords. So you need to have ad groups where you can group together key words that make sense. Let me show you what I mean. Practically so if I go in here too prolific and I go over to product, we can see that, for example, we could make a campaign called products, and all off these different product categories could be different ad groups. Right, because if we make an advert for bags, we could put together a bunch of different keywords. That's all going to be matching different types of bags, and we're going to get data from that and see which ones working the best. Which one is working the worst etcetera. Now this is a relatively small site, so it's a good idea to start off, at the very least, looking at all of the product categories and moving on from there. We're also gonna look at what to do if you have a medium size A product catalog and if you have a really large product catalog. But let's start off with a small example, because I think a lot of people watching going to start here. So we're looking at these 12345 different product categories. Okay, let's jump back into the Poe points. Okay, so let's say that prolific, it's our client or maybe we even own prolific. Doesn't really matter. We're gonna set up ads for them anyway, So starting off, we're going to set up our campaign and the campaign is going to be the products. This is how we're gonna get the date and understand how to optimize. Now, next up, we're going to set up our different ad groups accordingly to their product catalog or to their product categories just like this. And that's we understand All of these different categories are going to have their separate keywords. So if we're looking at bags, they're gonna have separate keywords for backs. Butte, you're gonna have separate keywords for beauty bottle separate keywords for bottles, etcetera You if you mix bags and beauty, that's gonna be very confusing data. Because some keywords they're gonna treat you for back some tears, gonna trigger for beauty. That's very hard to analyze and optimize. Right. So we understand that all of these different ad groups have their unique keywords, which is going to be collecting data for you. And by organizing it this way, we're gonna get clean data understanding what works and what doesn't based on organizing by themes. Okay, this is why we always, always, always want to organized by thieves. Right? So let's look at another example. We're gonna take this a little bit further on understand what to do with with this information. But first of all, let's just talk about the organization. And then let's talk about what to do with that, organized the information, how to gather it and how to optimize it from there. So let's say that this would be, ah, perfect example to start out, and especially if you have a small product catalog or a small business. But let's look at a midsize business to see what you could do from there. So here we are, the website called arial marketing dot com. Now this is a different business as well. Before we were looking at an E commerce. Now we're looking at a service based business so all of their products are digital by nature, even if you could perform them locally and in person, etcetera. But in nature, these products are digital. So what we're to do is we could go to what we offer in here and now we have a couple of choices we could do, just like before. We could make all of these offerings into one big campaign and then make these into different ad groups. But we could also take it once that further we could, for example, go into s CEO here, and we could make s CEO into a campaign and then make all of these different offerings that they have the have s e a local issue on page, off page website optimization, etcetera. And we could make those into ad groups. Okay, so that's gonna take a little bit deeper and that it's possible to do because there is a larger product catalog here. So let's look at how that works and what that means. All right, so we're back here, and we're gonna use this as an example. So the campaign is going to be about a seal. Now, they have several different product offerings there, right? Or rather serving offerings in there. So you could make multiple campaigns, analyze that data, and then see if you can collect it and optimize it from there. But for now, we're gonna focus on SDO. So the different ag groups would be a CEO local is your own page off page and website optimization. Now, you don't always need five ad groups. You could have one to add groups or ah, 100 had groups. That's completely gonna depend on your product catalog, your keywords, etcetera. Gonna talk more about that later. And just like before, all of this is gonna have their different as separate keywords was gonna help you understand how you taking that information and analyze it and optimize it and then start looking at different ad groups. And when you start looking at different ad groups, we're gonna talk about that in a little bit. Let's for now, stick with the organization off your ad groups, and then we're gonna look at why and how to use that information. So this would be a perfect structure for and mid sized business that it offering several more products or simply if you've already done a couple of campaigns and you start to understand what is actually working. So let's look at another possibility if you have a very large business on or a very large product catalog. So we're currently at Nike s website because I'm Swedish with funding. To me, it was to be a key s website, and naturally that's a key is a massive, massive company. They have a massive product catalog and running ads for a key is going to be very different than running as for sick, prolific or for Oreo marketing, because there's such a difference in size, so there's gonna be higher demands on your organization. But let's look at some different possibilities for organizations here. Naturally, when you go into someone's Web, Silas say that you have a client and you go into their website and you start looking at their products Now. The first thing that happens is that you get a pretty good idea of where to start and how to start organizing things because pretty much they've already down the job for you. You have furniture, sofas and armchairs who have beds and mattresses, bathroom, etcetera. In Jalisco, Sony, you have pill empty more if you click here. But let's we could, for example, start off by using furniture as our campaign and going deeper, all of these would be possible ad groups right now. Another thing that's also true is that you could take this further and be more specific, especially if you have some data. But even to start out, you could go ahead and start off with beds. Embeds could be your campaign okay, so bits would be the campaign, and if you go into pets, you notice that these would be your different ad group so you would have avenues for bed legs. You would have advert for beds with storage cribs, divan beds, full queen and king beds, guest beds, headboards, kids beds, etcetera and the list goes on, and we can take this even further. Let's go into cribs so cribs could be a campaign in itself. And in there you would have different ad groups based on their different themes. So, for example, here we would have a Nagra for cradles. We could have regular four legged cribs. We could have, for example, creeps with drawers underneath. And then already then we have three different ad groups that are very specific to our campaign. That's going to give a specific data. Now. If you are a large business, chances are that you already have a bunch of information about what it's selling. What is not selling, what is working, what is not working. So let's say, for example, that you know that cribs is something that really sells well for you than what I would do is start off by actually making a campaign based on your cribs. and then making the ad groups based on their differences. Now, you could also make differences on color. If you have any day down that the different colors sell well, this can go on endlessly, depending on how you decide to structure. But you need to structure them dramatically, right? Because if we go back, different furnitures are still furniture, right Than for furniture. There are different keywords that's all gonna match together. Similarly, beds are gonna have keywords that's gonna matched together. Creeps are gonna have key words that will match together. And this is gonna create clean data. You're going to see what's working, what? It's not working and you can optimize from there. Let's dive in a little bit deeper and see what it possible off the my station could be and what to do from there. All right, so we're back here, and my next point, when we're talking about optimization is also to mention that ad groups may change. And in fact, I think most of the time ad groups will change and they will change based on your optimization, right? That is why I would do this. We're always running to make profit, but a big part of making profit is understanding what it's working and scale that and see what it's not working and remove that. Now let's look at at an example here we have got into data, right and we're we're starting to understand what's going on. Let's look back at Coral if IQ Now Coral Iftikhar starting off pretty basically have a relatively small product catalog and we haven't gone into specifically right. We're just taking the product categories and match them into different ad groups just like this. Now, as we have done this and we have round this campaign and we're around this group who started getting some information because we started moving down at the keywords level and we started looking at Hey, these keywords are being triggered a lot. This ad group is getting up sawn off volume. And hey, these search terms are really popular and they're treating this cures, which is really giving us a lot of volume. So we start seeing what is working, and then we can start looking at okay, what are the key words that are being triggered within the different ad groups and also across different ad groups do they have a theme. Let's say, for example, here, that and group 345 in bottles We noticed that hate steel bottles are selling really well in Agra. Before we notice for kitchen, we noticed that hey, steel mugs are selling really well. And then we noticed that in the straw at group we notice that steel straws are selling really well or the keywords are being triggered. Really often we could say and they're getting a lot of volume. So with this information, it would only make sense that Okay, this is working out really well. I'm going to create a new ad group based on steel products. Okay, so I'm gonna group to get the steal bottles to steal marks the steel struck and the other steel products that I have into a new ad group match in all those different keywords and see what is happening from there. You see, it's still organized by a theme. The theme would be steel products. So the keywords are still going to make sense. And for you and your business, it's also going to make sense on how you structure your website, your product catalog, etcetera. Because if you notice that hate I just made on Agra for steel products. And they are doing really well. This ad group is getting a ton of volume. I'm getting really nice conversions. Guess what? I'm gonna go to my website if I own curly thick. If it's a client, I'm going to suggest that they make a new product category that's gonna be called steel products because people are really into that. Okay, so this is how you get really valuable information. Which brings me to the next point, which is about collecting clean data. Now, collecting clean data is exactly why we are organizing by themes. And if we're looking at the agri want to six it, that would be the result of this. Now we might also notice, for example, in bags and beauty that hate reusable bags. It's working really well, and we're also noticing that wedding beauty products that has a really long duration are working really well. Okay, so there's a theme about longevity. How could I aim that and make it into separate product category? And maybe if I'm not able to do that, I'm not able to aim it like that. Maybe I should think about taking you more reusable backs and more products that focus on longevity or being environmentally friendly, etcetera. You start seeing a theme of what your customers like, what it's selling, what is converting. This is not only how you get really successful ads, but also a very, very successful business. So we always want to collect are clean data. And the only way to get clean data is by organizing by themes. Because when you organized by themes, all of your keywords will be in themes and then you can see black on white. How are they being triggered in relationship to each other? Right, Because you have no control over which key word that is being triggered in what's ad groups . When you have one ad group, you put a bunch of keywords you don't control which key where it's gonna be triggered. Obviously, any one of them may based on the search term. This is also how you get the clean data and to our next point. Campaigns are going to improve over time, and there are several reasons for this one. We're gonna collect data just like we're doing now at a campaign level and at on at group level. This is gonna help was make new campaigns make new ad groups and we're just gonna keep improving. But also to Google is going to be collecting data regarding what you are doing, what is working, what isn't working, using conversion, tracking, Right. So there, as they do more ads for you or us to do more ads with them, their algorithms are going to improve, Their tracking is going to improve, and that is only going to help you out. Everything is going to just keep getting better over time. As long as you stay true with your organization or your organizing off all of the campaigns of all of the add groups and your keywords, how you match them, have you analyzed them and how you improve them. So that is that when it comes to the ad group structure, I think right now we have a pretty good idea off how to structure our ad groups and how it works, Right. We've seen three different examples off a small product catalog. We've seen a medium site and a large product catalog doesn't matter if it's an e commerce or if their services you're selling most of the time. If you have a client that has a website or you have a website, that job is to already been down for you. We've also looked at not only how to organized by those themes, but how ad groups may change and should change over time and how to improve how to collect clean data. And we recognize the fact that everything is going to improving, get better over time, both manually by us, by analyzing and improving the data, but also by Google, who is going to be improving their algorithms and using that information from the conversion tracking from your results, etcetera. Great. This is very valuable information because now we can move on to the next lecture and continue talking about the ad groups seeing the next lecture. 29. Set Up Your Ad Group: Welcome back in this lecture, we're going to be setting up our ad group using the new information that we learned in the previous lecture about the ad group structure. Let's dive right into its. All right. So we are back in here now. The first thing we're gonna do is start from above and goes through every step, step by step as we always do. So the first thing we already spoke about as group type and we're gonna go with standards, we can do everything manually. Now, the next one is going to be the ad group name, right, And to set or add group name, we're gonna need to know what kind of ad group it is that will be doing so. For example, if we were doing courses, we might call this, um, business courses Or if we were doing it according to prolific, it might be bags if we were doing it accordingly. To maybe selling some service says it might be a CEO, etcetera, etcetera. Now we're gonna continue using coral if IQ as an example here and go buy bags there are trying to cover as many examples as possible here just to show that the variety that you can do when it comes to organization and setting it up so it doesn't necessarily matter that much if you are on e commerce or you're selling services. But it does give a bit of an idea when there are differences in the different set up. So this is why we're using different examples in different steps all of the time. So we're gonna go with bags for this example that's gonna be this that group name. Now down here below we have something called Default Big. Now, you might remember from the lecture about manual CPC when we're speaking about default big . Now, if you don't, we're gonna have a quick recap. When we set up the manual CPC in the campaign level, we now move on to add grouping in the ad group. That is where we actually set or manual secrecy, our so called default bid. Okay, Now our default bid is what's gonna be by default in our ad group for everything within our ad groups. If we set up one or two, if we decide not to bid manually for anything. So let's say that we set up this ad group and other ad groups for $7. Okay, that's gonna be our default bid. That means that unless we change your keywords manually, there also going to be beating for $7 each. Okay, so if I grab a keyword list of, let's say for the keywords and I throw those in for a single at group and the default bid in the AG group is $7 than all of those for the key words are going to be beating by default. $47. Okay, But you can, of course, also do these manuals. If you have several different ad groups, you can have several different bits in all those ad groups. See if I changed one of those ad goes to $4 in the order for seven. That means that all the keywords within those within that ad group is going to be $4. But once again, you can always override, and with override, I mean, you can always go manually on the keywords. And if you increase above $4 or decrease from $4 that's called overriding. And that means that then that specific keyword is going to have a manual bill and our goal . The goal with the entire ad groups and the keywords in the campaigns is, of course, profitability. But the road to profitability is that we're gonna need to Eventually Manual is set are bidding for every single key word that we use. Okay, so a big part of the process gonna be finding profitable keywords, bidding manually far of those keywords and making sure that they are profitable so we can set a default, Be that the ad group level. But in the end, our goal is to, and we're always gonna make sure to big manually on a keyword level, K. Let's head back. All right. And back we are. So what should be the default bid when it comes to your ad grouper? Something to keep in mind is that you don't want to go too far. It's better to spend too little than too much because what, you're gonna want to collect this data, right? And if you spend too much, you're gonna saturate or over exaggerate your budget from the very beginning. And we don't want that, especially in the beginning. We're not gonna be sure of what works, but we still need to collect the data. So I recommend that a default starting bid is gonna be around. $3 is usually a good idea. So let's set the default. Pay that $3 in this advert for now, now moving down. This is what we're writing. Our keywords and keywords is a huge topic. We've touched a little bit on keywords already. We know that when someone searching for something in Google that's called a search term and that search term may or may not trigger one of our key words. If it triggers one of our key words that is gonna trigger one off our ads, OK, so keywords there a big big deal. And there's an entire arts to finding them, setting them up, making them profitable, researching them, it said, or unsaid. And there's also a lot of different types of keywords you can see down here. They're abroad, match or phrase match. There's gonna be negative keywords. There's gonna be a lot of different types of keywords to be using long tail short tail, and we're going to go through all of that in its own section because it is such a big deal . All right, so we're not gonna touch too deeply on key words. But I do want to show you how to use the keywords and how to mine very, very shallowly. And basically, now, in the beginning, then we're gonna go way more in depth on that later on in the courts. Okay, so here you go ahead and you decide on your set your keywords. So a keyword might be bags, for example, or bag. Now, if you use bag or backs, it doesn't really matter, because Google is going to be using the singular and plural version off it anyway. So if you write bag, it's also gonna match for the surgeon bags. Now, in the past, when you use something called exact match, then it would only match exactly with what you were had written. So if you were, for example, someone surfer bags and you had used Teoh exactly word back then you wouldn't be tricking that keyword. But Google changing things up so now will be displaying for singular and plural, regardless of which one to use. But more on that later, we can still play around with it. But it's an interesting thing that Google has added in again because they want to make more revenue, Right makes sense. So there's a couple of different ways of getting keywords, especially in the beginning. Now the most obvious one is here to the right. Do you remember in the beginning we wrote in our website if you've been following the course from the beginning and when we wrote in our website Robin and Desperate come, we get a bunch off different keywords in here now. What I can also do is I can write in coral if ic dot com just like this, it's not bounty on account. You can just write in a website and then it's gonna find keywords on that website, which is perfect. If you are an agent, zero have clients. Okay, so then we get some ideas in here based on that website. See if I liked the idea of, for example, reusable straws, I would click on the plus in here, and it would add in for, like, all of these ideas and click at all ideas. And it would add in now unorganised reusable straws because the ad group name right now is bags that were doing a add group for bags specifically in this example, but it is a great way to actually mine for keywords. Now, if I remove this, your l and I search down here instead, and I write a bag, for example, then it's going to be searching for similar keywords that you might be able to use within your keywords for this ad group from this search choir aridity used in here. So now we can see that is used it that is, finding similar keywords like shopping bag, cross body bag, tote bag, leather bag, clutch bag, canvas bag, etcetera. And we get to see the multi searches. So if I like shopping bag, I'm just going to click on the plus, and it's gonna add that one in here, okay? And if we look to the right, we can see our daily estimates. Estimates are based on your keywords and daily budgets of clicks per day. Estimated 10 cost for days. 10 Average cost per click a 0.97. Now the interesting thing here is that are generally very inaccurate, Like most of the time, these are gonna be the way, way, way off. So it's it's barely that you could explain it to a client. What their officer. But it's still if you have on agents and you have a client and they're asking for estimates , this is the best you've got in the beginning. But also, I recommend that you are very clear with the fact that these are general enough. You're accurate at all. And here is also a funny thing. I think this is hilarious. Google says your campaign may be limited by body. You could get an estimated seek some of the six more clicks per day if you increase your budgets to $84. Yeah, if you pay more money, you might get more clicks. It's not rocket science, but of course, Google is gonna promote that because they want you to spend more. But it's still it's very impressive. I think this piece of takes So this is the way these are some of the basic ways to mine as some of the key words. Once again, we're gonna go much deeper into keywords later on, but another way that you can mind keywords. That's a very effective way that is, that you can use something that's called emerged words to there is a total of these merge words tools online, and I'm gonna link this one that I'm using right now is gonna be in the resource is And basically what it is is that it combines different words. Okay, so let's say, for example, that I want to combine with the word bag and I want to find different keywords that I might be using for back right? Based on what it is that I am trying to rank for. So I might write in, for example, based on the products that we're selling, I might ready and environmental friendly, I might ready re use double syrah waste, no plastic known plastic. So these are some possible keyword combinations. And then I might write in something like by which is a very common search term discount assuming, actually have a discount sale online. Ah, what else shop, for example. Now if I go ahead and I click on merge because he had 25 combinations possible, if I click on merge, I'm going to get 25 keywords generated for me, which is incredibly effective. And the combinations are created just aware that it's laid out here. So because I put bag at the very end here. Every single key word here is gonna have the word bag at the end. And we do not need to make a separate one for bags. Okay? Because Google is going to be targeting for those. Anyway, it's going to be triggered for that. And similarly, here is for environmental friendly reusable. All of these are in the middle, right? So this combines with this this this combines with this and this This combines with this and this and you see how it goes, all the possible types of combination. But they're always in this order, which allows you to shape some very interesting keywords in this generator and then just grab all of those keywords because the order from the beginning is correct. You always want by in the beginning, this comes in the beginning sale online shop, and you're gonna want peace in the middle environmental friendly, reusable Cyril ways. And you're going to want bag at the end, because that is the product. Okay, so all I need to do here is I'm gonna I'm gonna Max, I click on command eight or it's gonna be control A I believe you're on a PC, you can also right click and quick on select all and then right click and click on copy tape, and then we're gonna go back and we're gonna hit enter, because for every new keyword is gonna be a new light. Okay, It's very important to know every new key where is in your life. And then I'm going to right click and exactly come pace and look at that. We have, ah, bunch off different keywords in here already. By now, this pretty impressive. And that's of course, going to change the the estimates here. A little bit of swell. Now from here, there's a bunch of different ways that you can customize these keywords to get the broad mass. To get a phrase master, get an exact match to get negative keywords, meaning some key words that you don't want to rank for, but all of that and what they do and what they mean we're gonna focus on in the keywords section. So don't stress too much about the keywords. It's such a big topic. It's such a fun and interesting topic to, to be honest, So we're going to save that for latest we can really dig down into. So this is a basic, quite shallow way to find keywords. Okay, I'm gonna enter. Let's try that one more time. There we go. So this is how you set up your first AG group? Now, if you want to add in several more ad groups, you just go ahead and click a new ad group down here and you can set up the next ad group. You could set up yet another ad group, etcetera, etcetera. And if you don't want them, if you want closed and down, you just click on it like this. Now, I recommend that you start off by setting up a single ad group, right? And then we're going to see, as these key words are going to be, ranking for different search terms and we're gonna get some statistics over that. And that is gonna be interesting because that is also going to shape how we are going to be bidding for these different keywords, how we're going to be optimizing adding several more address changing or add groups, etcetera. It's all very interesting and exciting once you really get into this. So that is it for setting up at groups. Now we're gonna go ahead and click, are safe and continue down here and move on to creating at. So let's go ahead and click on Save and Continue is gonna load and I'll see you in the next lecture. 30. Ads Rules: Welcome back in this lecture. We're going to be talking about the ads rules. In other words, things you cannot write and do when it comes to your ads. Copy. Now there a couple of things that there's gonna be quite surprising. So they're really good to know for two main reasons. One getting your account band and then getting it unbanned is up. Pain. And we've had student. We have student with this a swell, and it's not a farm process and to give me something and it doesn't get approved by the review process. You know, that might be another two days. Wait, just because of one silly mistake. When you create, you know, an ad campaign ad group and your ads, you want to get that out as soon as possible. Sometimes the review process takes time. And if you if we make some silly mistake in the ad and breaks of silly rule that is just going to reset that waiting time and it's unnecessary. So let's dive right into it because some of these things are a little bit surprising. Let's go. All right. So before we go through all of these different things, what is a final Ural headline display. Pat the description, it said. Let's check out the rules now I'm going to go ahead and add these The rules page in the resource is for you to check out that I really recommend you go ahead and read it, especially the editorial and technical part, which is very important to know about all these rules you need to know about. But just because this is a little bit dry and there's a lot of important things in here that are easy to miss. I went into the world of power points and created a power point for us, so let's dive in there instead. So here we are. Welcome back to the world off power points. Now let's go through what these rules are, what you cannot write and what that implies. So, first of all, let's start off with some of the more obvious ones that that is, you can't ride in anything offensive, and anything offensive is gonna be like pornography. You can't do an occur saying. Usually you can't adding in a weapon. Of course, no people getting hurt or insulting insinuating someone to get her nothing like that but also included in being offensive. It's gambling, alcohol and smoking when it comes to smoking that is, in regards to tapes as well. So when it both tobacco and vaping are considered smoking and you can you can create an ad about them. So these are fairly standard steel, right? So nothing offensive now. The next thing is that you can't write with caps, right? You can do your headlines with Captain. You can't do your descriptions with caps. And basically, what Google tells us is that you can't do anything with your ad copy that has your ads standing out right, and you're gonna notice that theme when we go down. The rules here to Google really don't want to your ads to be standing out because you have added in something weird of reading it in large letters or, you know, exclaimed something big. So writing with caps big no, no, next up is adding spaces. Now this goes hand in hand with what you were just talking about. You can't do anything that looks weird or stands out and adding spaces like this, whether it's in your headline or description that looks weird, grabs attention and if you were allowed to do it, probably everyone would be making this we're looking at because it grabs your attention, so you're not allowed to be doing that. Next is no specific CTS. Now. What is the C T. A. First of all, that's a call to action. So whenever you see a button that says Learn mawr or is this by now, it's a sign up that is a call to action, okay? Or rather, a call to action bottom so you are not allowed to have known specific called actions. For example, you would right click here in your add, and you wouldn't be clear with what clicking their means or download now. But you're not telling them what it is that they are downloading or learn more. But you're not telling them what they'll be learning more about whenever you are non specific. In other words, not telling them where the call to action is going to lead or what is going to do. If you click on it, then they won't be approving your ad. Okay, so we need specific cult action, so if it's sign up, we always need to tell them what we're signing up for Learn more. What are they learning? More dollar now? What is it? Oh, it's an e book or, you know, it's a template. Whatever it might be, we need to be super specific. So next up is symbols you can't use. Any smile is you can't use and assembles, not even the asterisk. I know that sometimes you some people I've heard have gone through the review process using an Asterix. But we don't use that. And most of the times we never heard what we have heard. Other people use it. It's just gonna fail. So no symbols, no smiles, no weird science and no asterisk. All right, I once again, it makes your ad copy. Stand out. Everyone would be using a smile. ISS, you can't use exclamations, but that is the truth with modifications. He actually you can use one exclamation and that exclamation can be used in one off your descriptions. Okay, so that is the max. You can't use an exclamation in your end of your headlines and you can not use to exclamations in your description. So one single exclamation Max repetition reputation repetitions my attempt of being funny. You can't use any form of repetitions. So if you have a discount, you couldn't, For example, write 50% off. 50% off, 50% off black Friday sale. Get it? Now. Get it Now, Get it now. Or sale. Sale Sale Couldn't do anything like that. They're gonna deny you to review process instantly. So no, no repetition. And finally, you cannot add in full numbers neither the headline or in the description. Right? So there are more rules as well, Which is why I've linked in the resource is to their page, which why have linked the researchers to their support page. That explains all of the different rules. More in detail. But ask you might notice some of these are a little bit surprising. So, for example, that might imply that you make this great campaign. You make this great ad groups, and then you are at the ad level. For example, the states you have a single William Michael, you could have multiple, and then you accidentally adding on additional space. Well, you're gonna be denied or you write, for example, free with large letters. But everything else is in small letters. You're gonna be the night so there's a lot of things to know here. Also, that's a common era. If you write the headline and use an exclamation mark, you're gonna be denied. You have to go through the review process once again, and it's just a big waste of time, right? And if you get if you break thes many times enough, they're gonna ban you. And that is no fun, right if we don't want to be bad now, it's worth knowing, though, that there are some additional things that they consider offensive or rather not allowed. So, for example, we spoke about earlier, sir, than health care and medicines can't do certain at, so you need to be aware of that if you are in that industry. Similarly, political ads aren't going to be allowed everywhere. So when it comes to also writing with caps, you can write with cats. But you can use large first letters, right? So if you were writing, this is it you can have the T in big letters is the I is a big letter and it's the I in a little bit later, so the first letter in anywhere can always have a big letter And I recommend that you write like that too, because that makes your ad pop. And other than that, just make sure that you follow these rules, stay within their guidelines, and everything should be fine. But it is very easy to break one of the rules and you're gonna be denied. But you're not gonna be bad instantly. Just learned from the process. Getting to the rules. Andi, let's move on and start setting up our ads. Exciting. See in the next lecture. 31. Successful Text Ads Principles: Welcome back. Now I know that you're all excited about jumping right into it and starting to write your ad copy. But before we do that, we're gonna go ahead and look at some successful text ads, principles that you always want to keep in the back of your mind whenever you're riding and doing your text ads. So this is gonna be quite a biggie off a lecture. So I recommend that you return to these as you continue on your journey and ask you keep doing more campaigns, more ad groups and mawr text ads off course. But without further ado, let's get right into it. All right, here we are. So let's get started. There's gonna be very exciting now. First of all, why is it so important that when nail art takes ads that would get the headline corrected? That will get the description correctly and everything. Well, first of all, this is where we truly start to exercise control right now. If we look at an ad like this, for example, using the search term, I think it was custom monks we can see would get this ad. This is premium drink wear with logo we get to see the headline, right? We get to see more than one description. We also get to see the site Ling's in here and a phone number. So this is very interesting. But even more interestingly, when I go to page to the exact same ad is showing. Except now it's looking like this. Now it has a headline it has in a u R L. It only has a single description while the other one had two, and now you can see that there are a couple of different extensions that this one is using . So if we look at these two side by side, you can see that they are the same ad, right? But they have completely different extensions because these extensions are beyond our control. We can also tell that the amount off descriptions available. It's also beyond our control. So, ultimately, how our text that covers were going to be looking like it's going to be decided by Google, Okay, but there are a couple of things that are always going to be showing on. What's always always going to be showing is going to be one. First of all, the headline both headline one and two more about that in the next lecture is always gonna show our your l. It's also always going to show at least one description. OK, so these are the different things that we can actually control. And make sure that we make a really quality ad copy no matter what sort of extensions that Google allows us to use. An extension should be just that. An extension. So let's start from the beginning once again. Since we know that we have the headline, there's always gonna show. We're gonna show the u. R. L. And we're going to show at least one description. We need to look at the structure off that a structure off importance what is the most important? And that brings me to the first point what is prioritized your headlines. Now, I don't need to tell you that there are so many studies that show this because you probably know this from experience already. If you are searching for something and you are looking for the specific thing, whatever you're searching for, it might be birthday cakes. It might be color pens, whatever. You're probably only going to be reading the headlines in order to find what you are looking for and on ad works the exact same way. And that means that we need to nail our headline because chances are that the people who are reading your ad aren't even going to be reading your description so we can never rely on the description. We always need to prioritize our headlines and make sure that all of the most valuable information is put in there. And we're gonna look at how to do that and some principles in order to make sure that we always nail those headlines. Okay, so headlines always number one the most important part. Let me show you what I mean. Here. So here I've been searching for car rental, and if you just look through this flow the search for salt or these add results, probably the only thing that you're I really catches from the beginning are going to be the headlines. Also, the one ranking on top, of course, got a rating here, and it's an extension, so that's gonna put out a little bit more. But overall, when you're looking for the information, you will be looking at the headlines. Okay, so the headlights are very interesting. You're probably not gonna be spending any time in looking at the description or looking at the cycling unless the headline speaks to you. If the headlines speaks to you are this is what I'm looking for. Then you're probably going to be reading the description, right? And looking at, maybe if there are some additional extensions, you might be looking at those. So the real question becomes when we know for sure that headlines are going to be our priority. How do we stand out? Well, there's a couple off ways to stand out and make sure that we have a high quality score. Ah, high quality score means that they're gonna show our ad often, and we're gonna rank on top. If you look at all these four ads, they are ranked in a specific order, and the higher up you rank, the more click through rates you're gonna have in the better conversions you are going to have, right, So we're gonna talk about quality scores much more later on in the keyword section. But just know that when you have a high quality score, when you have quality ads in all the words Google is going to rank you highly, and the higher you rank, the bigger the possibilities off getting click throughs and conversions just like ranking on Google. Overall, the top three results always get the best. The talk always the best. So one off the most important ways off really standing out is highlighting your novelty. In other words, if there is something that you have that your competitors don't have, you need to make sure that you highlight that. So, for example, let's say that you are the only one with in your niche off what you're selling with the your keywords. What you're ranking with your competitors. You're the only one who are offering free shipping. Well, that's gonna be very, very attractive, so I would use that in the headline. Similarly, if you are the biggest company, let's say you have 50,000 employees or maybe you have a product catalog off 100,000 products. I would put that in the headline because not only does it give novelty is gonna give you authority, asks Well, so the goal is always to stick out right, because there's gonna be a bunch of search results It's gonna be a bunch of ads and you need to stick out. So let's have a closer look at that now. This was to talk Result. Clearly, this one has the highest quality score. And if we're looking at the novelty here on this ad, where are we seeing it? Well, we're seeing it right there, compared over 900 suppliers. That's pretty pretty massive. So when I'm looking at the ads and I see their rental cars dot com Best car rental worldwide compared over 900 suppliers, that tells me two things, one that's huge so that I get to compare all of these different cars and definitely gonna find a good deal into that's authority. I can trust this site so the novelty is really paying off, and clearly we can see from the quality score, meaning their ranking high, that it has paid off. So let's look at these ads once again and see how this works, why they are put in the way they are and how they differ from each other. Now, as you can see, below the top one, there are three more ads. If you look at ad number two and number three, you're gonna notice something interesting now. They are both trying to sell on the same thing that is, they're both trying to highlight a benefit, right? Save this much or say this much. Now, if we look at the different companies, there is car flex dot com and economy bookings dot com. Now what car Flex has done so well is that they have our down economy booking Stop. Come because if you get the decision, would you rather have a 30% cheaper rental car raise? Or would you rather save up towards 53% now? So you get to decide you wanna have a 30% cheaper or 53% cheaper? Well, it's a done deal, so a very interesting strategy off just increasing and highlighting that number. Which brings me to the next point, which is including prices, discounts, promotions, etcetera. Now you always need to highlight your novelty. But there's also very, very good reasons to include. Prices and discounts and promotions at sales are whatever is going on, and the reason for that is specificity. Now, if we look at the 1st 1 they don't have any price. There's no discounters no promotion, but they have enough authority with comparing over 900 supplies is already implied here that you are going to find a good deal. We are the biggest. We are the best, and clearly they're ranking on top. Clearly they are right. But if you look at the ones down below now, they have included prices and discounts, and one have has out done the other ones. So they are competing with each other. Now there is a very good reason for this or two very good reasons. Rather, one is going to show what good off on offer that you have. It's really going to give me the incentive to click. And two, it's also going to do the reverse is gonna show me Hey, maybe this system, you know what I'm looking for? Maybe this is too expensive. Maybe this is too cheap. I don't trust it, whatever it might be. But that is gonna make sure that people who aren't actually interested in your products aren't going to click right, because you're already open with the price. So including ah, price could be a really smart strategical move to make sure that people who were gonna think that your product is too cheap or too expensive aren't going to click because every time someone clicks that's gonna cost you money. And what if they aren't converting? Well, that's just money out the window, right? So this is a great way to improve your conversion rates now overall than that, you really want to make sure that you're offering a good deal and the better daily offering , the more incentive they have to click. So let's also look at the result in the bottom. This one that says, Plus rent a car is also interesting because they got the plus symbol through you can. There's always gonna be exceptions, but I don't recommend taking that risk. So it says, plus rent a car at Phuket Airport, Mai Khao Beach Just I don't know what the justice, but I don't think that's the location. So the interesting thing is, I think there's a pretty clear reason why this one is ranking at the bottom. There is only four ads showing, and this is the bottom at because it doesn't show any novelty except being location specific, which is great. But then, if you're gonna be a location specific that it's great. You have my attention, but you're not offering me any incentive. Other than that to click, there's no price. There's no discount. There is no example of a car. There is no real feature that is gonna make me want to click. They're not giving me an incentive. It's just a plain text, and the results are showing itself pretty clearly. It is, has the least extensions. It has the least. Ranking is just not an effective strategy. But what we've also been talking about right now are the features, right? And if you haven't already heard and understood the good old conversation about benefits and features, let's go ahead and talk about that right now because this is important, especially when it comes to salesmanship, but also understanding how it differs within Google ads because the rules are a little bit different in Google ads. So whenever you are selling a product or you're even using a lot of ads platform like Facebook ads, for example, or you have a brick and mortar store, we're usually assuming that this is the first time a customer's seeing this product right. We're assuming that in order to sell something to them. We need to show them the benefit off it. Okay, We're assuming they haven't seen and don't know the product. So we're gonna sell the benefits. So the question is, what is the benefit? The benefit. Answer the question. What can this product do for me? So if I'm selling gym workout programs, then the benefit of that would be off. You will get the body off your dreams. You're gonna have more energy. You're gonna get thinner. You're gonna build more muscles. All of these things are benefits. And the features, on the other hand, would be the factual information, the statements off, what it actually Easton contains. So if we're gonna do the features on the gym workout program, the featured might be six weeks plan with a three days a week body split off, push pull legs. We're gonna gonna do calorie counting. We're gonna use magnesium supplements. We gonna use creatine and protein powder because these are facts, right? These aren't the benefits. The benefit. What can the product do for me? Give me a dream body. What is the feature? What? What is actually contained within the product or service? Great. So let's look at how we can use that information in Google ads. First up, we have the same example to our right here. Now, where are we seeing a benefit right now? Well, we're seeing a benefit there. This has saved now. Okay, so if I go in there and buy something, I can actually save money right now. That's a benefit. Because they're telling me what can these If I click on your link, what can that do for me? Well, that can save me Money That's pretty nice is pretty attractive. So what would be the feature? If you look at the one above that has a different strategy. It says from just $8 a day. Okay, that's very different, but still similar, but different. So the benefit is what it does for me. And the feature is the factual information. So $8 day would be a cost. Now that's facts, right? That's fax in action. So what we need to understand here is whenever we are selling or showing a product for the first time to someone we need to focus on the benefits. And if you haven't gone through the copper writing materials yet I recommend you do and focus on that. But you need to understand what is unique to Google ads is that this isn't the first time that they're going to be seeing a product, and the reason for that is because they're already searching for the product rights. So, for example, if someone is searching for a specific kitchen knife, then you don't want to hear the benefit. All super sharp can cut through anything at on instant, you know, used by professional chips. Because probably if you are searching for a specific kitchen knife, you already know all of these things you want to know. You know what kind of metal is using the thickness off it you want to know disturbing myself in all of these features are going to be much more valuable for you because you already know the benefits. If you didn't know the benefits, you wouldn't even be searching for it, right? So normally, when we do copyrighting or you try to do salesmanship, your focus on benefits. But in Google ads because they're already searching for something, they already know the benefits we're going to need to include a lot more features and it's important to know this because this is a part of what makes doing ads on Google at a little bit different. So let's look at some more benefits and features there. So if we look up our top ranker, it's as best car rental worldwide. That's a clear benefit. And the future is compared over 900 suppliers because that's clear factual information that's very specific. You can compare more than 900 supplies. There's some number on getting well. The 1st 1 is, says Best car rental worldwide. That doesn't really say anything. That's just desk basically saying nothing, but it gives me a good feeling still. And if we scan this text enough, you're gonna notice that most of the ads were built pretty much the same when they all start with a benefit, because it gives you that good feeling. But they all include at least 50% or more features in their headline. Most of them do, at the very least, so if you look from the beginning, best car rental worldwide benefit feature is complete over 900 suppliers, and the next one is rent a car. Now it's a gray area for benefit, but it's still a benefit you would have by clicking their. The feature is just $8 a day and save up to 53%. Those are all features, and those are very attractive for someone who's searching for car leasing or rent a car, car rental, etcetera and cheap car rental saved. Now these are all benefits. 30% cheaper rental car rates feature. And when you would get all the way down to the bottom, we notice that the specificity is really lacking. Rent a car That's great at Phuket airport. Okay, Mukai Beach. Just OK, but what about the the important features of the enterprises? Are there any discounts? Right, and starting prices. Can I save money by clicking here? Is there? Is there a reason for me to click here? It doesn't give that more than being location specific, but that's not gonna be good enough. So that is how benefits and features work. And we're gonna need to remember this when we write our ad copy that we're gonna want to start with benefits. But Maley keep the features in mind because the benefit it was going to give the good feeling but the future is what's really going to sell. And chances started, the more specific you are. And depending on what it is that you're actually selling, you're probably attempts gonna want to go heavier on the features. Because if you're searching for something, you probably already know the item you're searching for. You're just looking for the best one and to know the best one you're gonna need to showcase that features. Now, the next principle is a big one, and I think all businesses use it and we're gonna use it in Google ads. A swell, and that is learning from your competitors and let me show you exactly what I mean. They're so here we are. I've searched for auto rentals, which has brought up all these search results. So let's say that I was actually creating one off these acts. I'm very curious. Hate. What is it that my competitors are doing? First of all, I can read their headline. I can read their description and I can look, get their extensions and everything, and that's gonna give me a lot of inspirations. But what I can also do is if I go right next to the U R l Here click on this. Drop down and I click on why this ad? We're going to get a bunch of information as to how they manage to target us. So here we can see your current search terms makes sense. They're using keywords and bidding for them just like us. The age that you added your Google account and being signing to Google account. Okay, so they are mostly relying on their keywords. That is what this is telling me. So if we go to the next one car flexi and I check this one, why this that you can see that they're using a bit more options in here. Your current search terms, of course, they're bidding on keywords the age that you added your Google account. Okay, that's interesting. So they're also targeting my age, being signed into a Google account. Yeah, our best estimation off your gender. This is very interesting because we're searching for car rental or auto rental. They are most likely targeting men because men are the most likely to be be out and renting cars. So then you need to ask yourself the question or came. Is this gonna be a worthwhile a thing for me to try out. Should I make on additional add group and split test? So I have my regular ad, and then I other haven't ago where I target only men, and then I can see which one is performing the best, because that is what car flicks are doing. And they're ranking quite well, right? So this is how you can start looking at your competitors, see what they're doing and also see how they're targeting. They want to have Google's estimation off your household income and goes estimation off your interest based on your teeth while you were signed in to Google, for example, your searches. So even targeting household income, which might be something that's worthwhile split testing as well. Now, if you want proper data, you should Onley split test. In other words, only change one thing at a time, so have your original. Make a copy here as well and change one thing, and then you can truly compare and see how they were differently. And if it's a good change to make, if you make two changes, you don't know which one off the change that actually cost that improvement or decrease in conversion and click through rates Now. We can also let's say, for example, that we're using reusable bag because that was one of the key words that we added in. So we have only a single ad here, which is interesting that's gonna tell us that either is very low competitions. That's great news. Or it's gonna tell us that this is not a good keyword to target. We're gonna notice from the data that we bring in. But here we can see custom reusable grocery bags, shopping bags and totes. So already, from just their headlines are starting to think. Okay, custom reusable grocery bags. Why haven't I used the word grocery bags? Are we selling totes bags? Why didn't they used the key word shopping bag? Okay, so that it's already some good idea. So from this information, I'm likely to either make a new address or go in and add in the search from shopping bags. And if I would if I had had in tote bags as well, and then we can look here are reusable girls. A tote bag is an eco friendly choice. Hey, another great keyword to try out eco friendly. They're using it. Their ranking. Is it a good keyword? I don't know, but my competitors using it So it might be I'm gonna put it into one of my ad groups, and then I'm gonna let that I have run for a little bit. And I'm gonna check the data and see how is this keyword performing? So this is how you can really scan your competitors and get some really solid information. Try it out and then see if it benefits you or if it doesn't, this is the only real way to analyze and then improved and improving. It's also gonna be removing keywords. That's also going to be adding in key words. It's a very important thing to do is look at your competitors by using the search terms and key words that you are trying to rank for and see what it is they're doing and learn from them. Okay, let's head back into the world of power points. So next up is going to be understanding the ad copy to Landing page relationship? No. First of all, the ad cope is what it is that we are working on, right? That is when we're doing the actual ad and a landing page is going to be the first page that they end up on when they click on that at that is the landing place. The pace that they're gonna land on Henson. They So, for example, if I take this ad, it's a premium drink. Where with logo? Okay, so I served for Custom mug and I got this add up. Now, if I were to click on this ad and I ended up on their this website, they're landing page. And the first thing I saw would be, for example, custom T shirts, custom hats, custom, whatever, except they weren't any custom. Drink where then I would exit that website and look for another search result to look for another ad. So you need to understand. What is it that you're actually selling in the ad copy. And what is that that they're actually getting when they are clicking on your ad? So understanding that relationship is super important. So how would you improve that relationship? Well, very simple. So if I were to click on this ad, I want to get directly to the drink wears with logos, right away because that is what they're promising me in the ad. Maybe they're running several ad copies for T shirts for hats, etcetera, and they're all on the same landing page. Not a good idea. Make new landing pages for those ad copies instead of, especially if you see that they're successful. Because if I get up or land on a page that doesn't give me what it's promising. I'm gonna exit the same second. Remember the attention spot of most people searching for something is going to be, You know, this just a couple of seconds. Three seconds, sometimes a fraction of a second. So if you're promising something, you need to deliver right away. So understanding the ad copy to Landing Page relationship is going to be extremely important to be successful with your text ads next up, we need to understand that Apply copyright. So cooperating is salesmanship in print. K salesmanship in print, in your writing, how do you sell by using the correct worse and the Crixus psychology and we're gonna use things such as What are the pain points? What are their needs? What is urgency, etcetera? We're gonna need to understand all of these principles and all of these cooperating techniques in order to really improve our text ads and because it's so important, we have added an entire copyrighting course into this course as its own section. So I really recommend it to go through it and understand it and also understand this, like differences that applies for Google. Asked as an example Google as we're gonna be much more features heavy, whereas other places where you might want to do cooperate is gonna be much more benefits heavy. But go through copyrighting and really dig your teeth into that because that the mind said the techniques, principles that's gonna help so much with all of your to future text ads and finally use of registered symbols. I know this sounds a little bit random and especially since we just spoke about not using symbols, but you can use register symbols on which registers symbols. I'm talking about the trademark symbol, the registered symbol and the copyright symbol, and the reason for that is simple. All of the studies that has been shown show that those who do their ads using a register symbol as any one of these symbols have a sometimes huge increase in click through rate. It does two things. One. It helps your ads stand out from its competitors. And two, it gives authority to your ad into your brown. So if you can, if you can use one of these symbols always, always, always do, because the studies are really clear on it. They improved. Click through rates big time in most of the cases, and we're gonna need to use all of the advantages that we can find in order to succeed, because our competition is sometimes going to be really fierce. So these are the text at principles. In order to make successful text ads, I recommend that you come back to this video, write down the different principles, especially those that you might have a tendency to forget to that you felt were extra important. And keep this in mind with you as we move on to the next lecture, where we're going to actually start sending up or add co p. I know you've been waiting for it. I have to. So let's move on to the next lecture and do that. See you there 32. Set Up Your Text Ad: So in this lecture, we're gonna go ahead and set up our ad coping. So without further ado, let's go. All right, so here we are. And we're gonna walk through this process step by step so that we understand everything, and we're gonna get some good examples of how to write and why applying what we learned in the previous lecture. So starting off, you can create an additional add, but let's leave that for later. Let's start with one at a time. The first thing we got here is the final your L. So the final year l is the website where they are going to be ending up when they click on this at. Okay. So if I'm selling courses, I don't want to send them to Robin. And desperate dots come because we spoke about this thing needs to be a good relationship between your ad. Copy your text that and your landing page. So if I am selling courses and the Ad Cup is about those courses, it would need to be and Robin and jesper dot com slash courses, because I know that this is the u. R l that's going to take them to our courses. Page right. And that is what we're advertising for in the ad where if it waas and also we're getting an error here and that is because they need to have a secure connection. In other words, if you are shopping or applying in the form of the information on the website, Google needs to know that it is a secure website and in order to have a secure website, you need to have something called H T T P s. And don't worry about that because basically all of the website already has Http, it's now that is the little padlock that you see on top, right next to the U. R L. The padlock means that it's secure. Okay, so I just wrote this in here manually. But for example, let's say that we're doing ads for Coral. If IQ then and we were doing a bags, adds a So what we would do is that we would go to Carol if ICS Web page and you can, by the way, see the padlock appeared. That means that it's secure and we would go to product and we would go down two bags, right and then I'm gonna get this final Ural here. So I'm just gonna go ahead and copy that your l and I am going to paste it in here just like that. And as you can see, the https is already included here because it has that padlock. So this would be the final euro. If they click on this ad, they're gonna end up on these bags, Page. So let's say that we are doing on ad copy here for those bags. Now, if you look to the right, you can see a preview off the ad right now. And right now we're linking to Prolific. We have one cycling extension, and it's about courses. So the ad cope itself is a little bit of a mess, because everything we've been going through have been different examples. So your ad copy needs to be way more salted, right? Because you have an idea, and you're following through with that idea already. And also, you're gonna want to have four cycling extensions here. So remember, if you've been following through the course, you'll know we've been going through different examples and you need to follow the advice that supply while I'm showing the different examples in the course. Alright, so first things first. We already spoke about the headlines. Right now, the headlines are super duper importance, and we spoken about a couple of rules about the headlines, how to stick out with headlines, some best practices and everything. So I headline here, let's say that for selling bags, that coral if IQ. So what we might want to do is first of all right in the company name Coral. If IQ and then I'm gonna use the symbols of this option are all right. And then I'm going to write something like See row waste bags. And as we can see, I have used 26 out off 30 possible letters. And it's very, very important that when you write your headlines when you write your description everything, do your research. This allow this to take a while because this is where we are in the driver's seat. This is where we exercise control and make sure that people actually click our ads. They need to be well thought through, and they also need to be fully filled out because if you aren't using all 30 characters, that's available to you. You're just wasting space. And this space is extremely precious and valuable. That is why we've been sending up all of the extensions as well. Right? So, coral, if IC zero waste bags the case, I have four more letters. I'm gonna do a space I'm gonna right by. Okay, so that's filled out. Coral if ECB I zero waste bags. Perfect. Now we're gonna go for headline too. So Headline One and Headline two are always always going to be showing. That's the beautiful part. We have full control over this. We know that these two will be displayed Headline 3 may or may not be displayed, so keep that in mind all of your love, All of your point. The novelty, the price of promotion, whatever it is that you having that you're offering our needs to be displayed A headlight one and two. So what I'm gonna do here is that I'm going to include a price. I'm gonna write from a list of a dollar sign very from 7 99 world friendly bags there were go fit. So perfectly so from 7 99 world friendly backs. That also means that if there's people online who are looking for bags for maybe $1234. They think, Oh, this is This is too expensive Me They're not even gonna bother to click. And we spoke about this earlier. So including your price. It's a really good way to stand out and also making sure that the customers who are actually interested are going to be clicking. And then we could rest, like, see all different types off bags. That's one too much. Let's remove this. See all different type type of bags in case that's straight. 30. And I'm not just pulling this out of my head. I'm kind of are. But I did a slight bit of preparation because aiming these 30 30 usually takes a little bit more time. Now there's no real thought process behind this headlines. You need to do that. You need to put the the love and research that really go seen into nailing those headlines and nailing your audience, trying to think from their perspective. What is it that there What are the pain point where there are there needs, you know, how can you really relate and reach out to them and then feel out those words and those needs and everything in those 30 letters that are allowed. So it is a bit of an art. It does take a little bit of time, but it is extremely well spent. Time, right, Because this is gonna decide your results, and this is gonna decide your clean data and everything. So definitely a worthwhile time spent moving down. We have something else that's called display Path. Now, when the final your l that means that when I click on this ad, you're going to end up on this. You're OK now for the display path. That is what's going to be shown in the ad itself. So here it's this coral if ic dot com Okay, but that is not where they end up when they click and at the end, up in quality to come forward slash collection forward slash bags. So the question is, what kind of you relatively want to display? We need to display prolific that come, but we can also add pats. And while this is just for show, studies have shown that if you can add inserting keywords in here, and if you can, I add in at least one path that tends to score well with Google and increase your quality score and more about quote to score later. But quote the score basically means that Google sees your ad as a quality add, so they're going to rank you higher up, and there's a higher chance of having more extensions show. So we're gonna use something like prolific different slash bags. I mean, that would be perfect. And that is kind of the key words that were going for overall. You could also, if you wanted to write, collect Schoen's in their bags, something like that. But first in places and now let's just go with bags. They would go and then we have descriptions and we're never sure if people actually read the descriptions or not. Most of them love and them. Your entire point needs to go into into the headline, but you still need to nail at least description one, because description one is going to show whether people read it or not. But description to may or may not show very similar to headline three description one. We're gonna write something like Do like 50 1000 others have already done. Ah, removed single used plastic bags by using zero waste bags. Something like this. But we need to nail it within the within the correct allowed letters to, like, 50,000 others have I have already done. You have. We're gonna remove those, Um, do you like if you tell the others have removed single use plastic the revised today and we're gonna want to make sure that we feel this out 90 by 90. And that might take a little bit of time. This isn't just gonna happen instantly most of the time, because you're gonna need to go into the psyche like we've spoken about in the previous lecture and a little bit about here before. It takes a little bit off research and thought process, but it's well spent time in the hiram. And it's all of friendly material to help those sustain this beauty full planets. And and then I would add in a bunch of more information. So you and business this that's already joined. Maybe I want to put this in the beginning because we wanna have the numbers. When I have this social proof earliest, I'm gonna change the order. So let's see. 3000 bases have already joined. And I remember friendly material gonna change this bags to help us sustain something like this. Now I have 89 out of 90 but this isn't prepared. I would need some time as well. If it's a researcher, what words to use and how to formulate myself to Max this out nicely. Now, what you do want to notice, though, is that I'm talking about 50,000 others customers and 3000 other businesses, and you kind of really want to use this credentials if you have them now. I can't speak for prolific were using prolific as an example here, so I have no idea what the credentials are there. But if you can use these kind of credentials, really do that because that is social proof, or that means that you have a large business or you have some sort of proof, or you have a larger incentive to either trust this out of the brand, and it gives them a lot of authority. So if you can use the numbers that you have, whether that is for your customers or businesses, the joint dean or products sold or whatever it might be so that would be the description. One description to putting more loving to description one now going down. We also have at Ural Options we can add in our tracking template. Should we want to do that, we can add in a use a different final euro for our mobile. But it's going to use that either. And we have already spoken about the, uh, the tracking template. We're not gonna use it. So once we're done, all we're gonna do is scroll down and click on Done right here. So this is our first ad, and we just completed it. Now, if I want to remove it, I'm gonna click here. If I want to cope with this and get an identical one, I can click on this one. If I want to create a brand new one, I'll click on you at now. I recommend that you use at least four different ad copies because that's gonna allow Google to rotate between your ads. You can see what it's working at. What It's not working. You're gonna get some nice data for you to analyze and then optimize from and a couple of best practices that you can do Here is, for example, if I do a cookie off this ad now, you can see I have to and I want to do what's called a split test. I want to see. Okay, let's try out at different headlines. So I'm going to keep everything here completely identical and just change one thing, because if you changed multiple things, you you're not gonna get clean data. You're not gonna be able to know that it was this change that really made the difference, right? If you change multiple things, you have no idea what actually helped you improve or decrease the performance off the ad. So what I would do is that because I'm happy with Headline One, I would change headline too. So right now, this is from a 7 99 world friendly bags. Let's write something like 50,000 already joined the fights, something like that on, I would need to keep it to 30. But something much more thought through right? Something that might actually help your ad perform really well. So in the previous one, if I click here, we're talking about a price, right? But I'm not sure if the price is really going to sell it. Instead, I'm gonna talk about how many customers we have, and I'm going to see what kind of results that yields. And then we're gonna know for the specifically for bags I'm gonna know, OK, so talking about customers or yielding higher click through rates and higher conversions than talking about the price. So that's going to give me an idea not only for optimizing this ad, but also idea for optimizing the other ads. So this is how you gather valuable information of valuable data so you can do four different ads. He just tried for completely different headlines and see what that is going to hell to see which headline is performing the best. So from there I would grab that one and then do for new headlines and see which one is performing best. You could do eight or 12 new headlines as long as you stay in this mind set off. Okay, I'm gonna try one thing at a time. Split testing. I'm going to see the date I'm getting. Analyze that and then optimized from that data. Okay, I'm gonna remove this one for now, so we just have the original. I'm gonna go down. And once we are done, click on down there. We're going to click on Save and continue, and I'm gonna see you over at the next step in the next lecture. See there. 33. Review Process Shortcut: So whenever you save down your adding you are all set, then done, it's going to be under review before it gets published now. Similarly, if you have some ads running and you go into any of the ads and you make some changes, is going to need to be reviewed and approved once again before it gets published. And this review process can take up towards 1 to 2 business days. And there is a way to make that faster, a little bit off a short cut. And that's what I want to show you right now. So let's go into that. So here we are now, what we can do is that we can ask for a manual review, and that is going to dramatically increase the speed off your review in the review process , which is really great, especially if you have an agency. But even just for creating campaigns, because time is money, it right and the ultimate goal of this is profitability. So without further ado, let's go through this Now. The set up is really quick and simple. All they need to do is fill out your contact name your Google ads, logging email i d your email address and then your Google as customer I d now noticed that there is a specific Google ads. Logan email I d that's associated with the ads account. You're gonna need to use the correct account and you might have a separate and different regular email address. So that is how they separate. Now, when it comes to the Google as customer i d. This is auto feel for me. But if it isn't for you, then it's going to be if you're in here, is going to be up in the right corner ride up here, Okay? Said Dad is going to be your Google as customer I d. Now, if you are an agency and you're doing ads for someone else, then you can't use your own Google ads idea. We're going to need to use their customer idee. Okay, moving down. We're going to need to select the language of the UN reviewed at whatever that you're reading it in English in our case. And then what is the topic off the UN reviewed ads? And unless you're in one of these topics alcohol or casinos or financial or health care, travel, retail weapons, you're always gonna be in other. So we're just gonna go ahead and choose other. And what would you like us to reveal? Well, if it's a completely new one, you're probably gonna want to go through all of these. If you're doing some changes, maybe you're just went in and you change the add a little. So now it's on the review you're gonna select. Add if you want any mix with the keywords on Lee, and now it's under review again, you're gonna want to click on keywords on Lee. Okay? And then you summarized the issue, and here you want to say something like, Hey, we have this time sensitive campaign going on. Could you please help out and help us approve this review of these new keywords that we can get it out? Or if you have a client and your agency might want to write something like that? We have this client that has a sense time sensitive campaign going on. We really need to get this out as soon as possible. Could you please help out? You know, thanks a lot. Just be friendly and helpful, So they're always gonna be another person is actually going to see this, and they're always gonna be helpful and friendly about it. It's a really effective way to dramatically increase your review process because you're gonna know isn't beginning. It takes some time. And when you spend all this time, it looks like finally, you're gonna get it out. But then they have to review. So this is a way to speed it up that I recommend that you bookmark this, we bookmark it, and we're always having it available. Because if you're creating a lot of ads, you're going to want to improve the review process, gonna be really valuable now if you are on agency or if you're managing multiple accounts and then you're going to get a, ah, higher level off service from them. So the process gonna be even faster. But even if it's just little us with our small business or just doing this solo, it's still very worthwhile because it's dramatically much faster, and then you can provide your phone number when you're even. I I've never have been called, so don't worry about providing your full number in here, and there's no need to submit an attachment and then you're just gonna go ahead and click on Submit and it will be sent to them. You're going to get a replied, and then they're going to say that, Hey, we received your approval requests, were working on it, and then you're gonna get a replied. OK, I just approved your review, assuming it can be approved, or I declined it because of this disease. But at least then it's going to be faster for you to change it. So just a quick tip on how to improve the review process. Bookmark this one and use it often because it's super duper handy. Now let's move on to the next lecture and set up our building. And hey, then we've covered all of the basics, right? Never guessed that the basics would be this long, but Google ads are huge. Let's enjoy the journey. See in the next lecture 34. Billing: in this lecture, we're going to be talking about the final step before we get our ad published on that final step is going to be setting up our building information who? It's not that exciting, but it is very important, and also with the knowledge that this is gonna turn into eventually a very profitable vending machine, if you will. One would do ads correctly where we put in money, but we get more money out right. We have a high return on investments or return on ad spend. So we're going to set up the billing. Let's go. So here we are. There's nothing tricky about it. There's a couple of things we might want to know. Those were going to go through everything step by step and stop at those that are interesting. So first of all, we're gonna set up our country right here, wherever it is that you live. If you have a promotional code, you could use that in here. And if you don't have a promotional code code, that's fine. Most people don't. Then we're going to set up our account type. Right now, there's two different ones to choose from. You could choose from individual or business, and you can choose from that by clicking on this pen button here. Now, business can have multiple users writing on individual can not. So what's interesting here is if you are a business, of course you're gonna want to choose a business, But we're also later on in the course, we're gonna go through how you can manage multiple ads account into one single space, right? But that's gonna be later on in the course, but very important to know, especially if you have an agency and you have a lot of different clients. And then we have the business name. You're going to want to write in your business name in here, and finally the payment method, right? You're gonna need to write in your number and get all of the car details so that everything checks out and works as intended so they can actually get money so that we can get our ads going. Then we have our billing address. We're gonna set where we actually live and finally we have something that's quite interesting. We have two different options. We have automatic payments and we have manual payments. And there is a difference between these students. For automatic payments, you're gonna have on automatically set threshold for each month. And that threshold is going to be $350 in the beginning. They may or may not change this over time, but we're gonna go in and see how much it is in a little bit. So either you're going to be charged whenever that threshold is reached. The state $350 now or you're going to be chart every 30th day, right? So two ways to be charged by automatic, either when you reach your threshold or every 30th day. Right now, the other option is manual payment. With manual payment, you pay in advance and you run your ads from that payment that you have already said in now a clear advantage and disadvantage with this is that manual payment can feel quite good because you know you're not going to be spending money that you don't have right is a very high level of control now in automatic payment. The big advantage with that is, of course, that you never need to worry about your ads stopping toe work because you have ran out of money, right? If you have a profitable at going, you want that add to keep going, and if you suddenly you know you have missed it. Oh, I ran out of money, my Addison working anymore that there's gonna be a big a big hit. So generally I recommend going with automatic payments. Most people use automatic payments. We recommend our students. We use automatic payments. It's just easier. Just keep on eye on all of your campaigns and on your threshold. Now, interestingly, when it comes to the threshold, if you would reach that threshold within 30 days, let's say $350 now, in the beginning, then Google is going toe automatically raise that threshold for the next period. So that's something to know and keep an eye on as well. So I'm gonna go ahead and fill these out and then I'm gonna click on Submit and I'll see you in a second. And once we're done, we're gonna end up on this page that says, Congress, you're all done. So congratulations to you in making it this far would just set up our first campaign. Even if this is you know if your followers seriously and actually sit up on that or if you've been going by trial and set up a test, atomic doesn't matter Now. You know all of the different settings, the different options, the different strategies with them. But there's still a lot to cover. We're still gonna cover things such as the bidding. We're gonna cover things like the keywords we're gonna go through the dashboard and strategies. There's a lot of fun things in here that we're gonna go through. But for now, we're gonna go ahead and click, not explore your campaign. And here we are. We end up in our dashboard now, before we go through the dashboard, you can see there's a lot of set things going on here. I'm gonna show you how you can access your billing information again because we're gonna want to have an eye on that, at least the control to change everything should we want to. So we're going to go up to tools and settings up here, and then we can see the building to the right. Here. We're building summary documents and setting. So if we head over to settings, so here we have a bunch of different information and settings to look over. We can also go to the top. We can check out the summer. We can manage our payment methods. We can make a payment. If we have been paying manually or we're reaching our threshold, we can see your transactions. We can see our settings. Now, interestingly, we're gonna we notice here that your entire $50 payment threshold is available. So the threshold is currently $50 which is very interesting, right? Because they keep changing this in the past, it would be 500. Then it went down to 350. There might have been more steps in between there, but But there's always changes, right? Google are always making changes, but a lot of the things, a lot of principles and strategies and setting still stay true. Right. But have a look over at your payment threshold and just know where you are on the map. Right? And always keep an eye on your campaigns, make sure you're not paying too much. Make sure you haven't reading anything wrong. Just keep on eye on things. So here we can access everything. And if you need to change your payment method. It's right down here. If you want to see your transaction is gonna be right in here, you can access the payment methods to the lift here as well. Course, there's no transactions right now. So what we're gonna go ahead and do is that we're going to click on this button right on the top here, which is going to take us to our dashboard. And in the next lecture, we're actually going to do a run through through the dashboard. Now, we don't have any data collected yet, obviously, And we've also put up a dummy add. But there's still a lot of settings and a lot of reports and a lot of things that we want to know where they are and a basic idea of how to scan them, even though there's a lot more to learn. Still, in the course, a very fun right ahead. So see you in the next lecture 35. Google Ads Dashboard: in this lecture, we're gonna go ahead and go through the Google ads Dashboard now. Well, there is a ton of different function and advanced function functions in the Google ads. Dashboard. We don't need to understand all of them yet. Ah, lot of things. We're gonna make more sense as we go along with the course. But for now, but I want to do is show you the most prominent and basic functions off the dashboard. And if you've been following along all the way in the course so far, ah, lot of things are going to make sense to you is just gonna be a different interface. But that's all let's dive into All right, so here we are. And first things first. Interestingly, we have gotten results already. Now I ask for permission from coral if IQ and is completely fine if we ran an ad for them. And so this is all good. But I have posted for now because this is just an example. Out. I was never meant to really be aired, so the first thing is that we're gonna start to look at the navigation itself. Then we're going to start doing things step by step and look at the different functions, what they are, what they do. And then we're gonna have a good grasp over the dashboard. So let's get started now. The first thing we see here is that there is a specific layout to the Google ads Dashboard , right? There are three levels to look get. There's the first level all the way to the left here, where we can look at all over different campaigns, ad groups, etcetera. And then there is another level of navigation that gets more specific, that is, in the middle. And as we go to the right, there's going to be a display right and all of these work in the hierarchy. So whatever I choose here in the furthers left are going to affect the options in the middle. And whatever we choose in the middle are gonna affect the options to the right. Okay, it's not advanced at all this, and especially if you've been following along with the course, a lot of this is going to make a lot of sense. So starting from the very top, what we have here is that we can decide if you want to hide navigation menu or show it not the most exciting function in the world. We're currently looking at all the campaigns, but I'm gonna show you how we can change that. In a second, we concert for different things that just we concert for billing, for preview for a certain campaign, etcetera. We could go ahead and look at reports. We don't need to go through that yet. We could look at the tools and the settings and there is a lot off stuff in here. As you can see, we don't need any of these yet. As I said, a lot of things they're gonna make sense as we go along in the course. Then we can refresh the page here, which is exciting because that might update the results we have. And also, if you need any help, can click kids is gonna be a lot of answered questions. We could look for the support and then here we can have a look at our accounts. We could create the new account to easily access. There would be a different Google ads account. We can also switch Google accounts in here by having created or added new ones and just clicking on them and will be right in them right there. We can go to my account, etcetera. So let's get to the nearly Grady of things to the left Here, what we're seeing on the first level of navigation. So there's a couple of things we can do. As you can see, we're currently viewing all campaigns, right. So this is this displaying information about all the campaigns we have currently we only have one. Now, if I wanted to be more organized, but I could do is click on this drop down menu here and click on all campaign groups. Now, we haven't created any group of what we could do is click on Create Campaign Group and then we could start grouping our campaigns ass we want to. So, for example, if we are, if we have multiple websites than we might want to have different campaign groups, according with those websites, for if you're testing different demographics or some sort of different audience or different locations, you're gonna want different campaigns for that. But maybe they are all campaigns for bags, right for bags and prolific. So what we would do is that we would create an agricultural if IQ bags. And then we could have all of the different target things there, for example, the location targeting that different demographics targeting etcetera, etcetera. So this is a great way to get a handle on your organizing within your Google ads. Dashboard. I really recommend it uses when the campaign starts to pile up. So to go back, we click on the drop down menu. Ethical at all campaigns. Now we also have a couple of more options to want to see all, but they're removed campaigns to do. We want to see all enabled only or all of them similarly with ad groups are similar. If we have dropped, do we want them to be hidden? So a couple of different options? If we go down, you can see that it says this search. And you might remember from the very beginning, that's actually what we call our first campaign, right? So if I could weaken desserts here, that's gonna change the middle navigation and the display here because now we're looking at different options of different navigation specifically for the deserts campaign. Before it was all campaigns. And then we also can look at our ad group now. We currently only have one ad group right bags, but if we had more allegories, they would all be shown here underneath this certain. If we had a different campaign, we can click on it, and that would reveal all those ad groups. So if I click on bags here, that ad group is going to show information about at bags. Of course, is Bun for more information here, But we're gonna go through that in a second, So let's go back up to all campaigns. Now let's start from the top. The first thing that we have here all campaigns is the overview. Now the overview is going to be completely customizable before seeing right here. Right now, we are the clicks that we have gotten. We've gotten three clicks already. The impressions. How many times has been shown the average cost per click that we've got going and how much we have paid so far? When we get to see some statistic we can change. This would maybe want to see the click through rate, maybe the asserting conversion value, maybe a conversion for sign ups or dollars or leads etcetera. But all of that is gonna be make more sense. And even more important, after the next lecture, we start talking about conversion tracking because now we're still kind of shooting in the dark, right? We're not tracking their action, so we don't actually know what's truly effective. But still, for some data in the dashboard, this becomes more interesting. Similarly, was unchanged impressions to something else. And look at that. If I scroll down, we get to see our top performing keywords. And that's what Kelsey, our entire budget so far has gone into the keyword bag, right? So that's the one that's actually working. And the one that's the second most impressive one is the shopping bag. Now it's We haven't actually got in and click or paid anything for it. But if we look at something else instead of cost, maybe we'll look at impressions. We might see that. Yeah, it's actually gotten the second most impression. Six impression, right? So it's gonna rank based on how it is performing, so it's actually switch this back to cost. Now, we don't actually know if this is a good key, where yet just that we have got in some date on it. It would be much more interesting along the way to see are people actually buying something converting? But for that we're gonna need conversion tracking and learn how to analyze that data. And that's gonna make more sense as we go along in the course, all right to the right to have most shown add Now that simple. We only created one ad, but if we create a multiple, we could see the most shown adhere the impressions that clicks click through rate. And if it's enabled or not. We could also view all ads down here right in my head, just a little bit on the way. But it's more visible right now. It's right here now, going down. We have the landing page and the landing pages, of course, super important. And would deed an additive specifically for bags and keywords targeting towards bag. So it only makes sense right that the landing page you're going to be to the Bags page. Otherwise we would have some trouble. We can also see in the overview here what kind of devices that they've been using for ads, and we can see that for the cost. It's been a hundreds and everyone has been clicking. It's been from computers. We can also see that 66% of all the impressions have come from computers, while 34 have come from tablets. But none on the tablets have actually clicked yet. So this is interesting information, even if it's in its infancy. Still, we can also view all devices, all landing pages. Then we get the demographic. So looking down here, we can see that. Sure, there's six impressions to Male. But look at this. Female 25 to 34. 35 to 44. 45 to 54 55 to 64. So already here tells me that okay, Bags is more interesting to the women. Duh. A lot of people might say, but date I still gonna remain data. And our assumption is going to be our entry point in how we start off by assuming that what our audience is gonna be like. But then the day that's actually going to reveal how we will be optimizing our ads, right? And then we see the day an hour and would just released. It writes of Saturday 9 to 10 makes sense So from here, we can go ahead and go down in the navigation. Many. We have recommendations. Any recommendations that Google have If we need to repair something would be in there. Maybe there's something that hasn't been approved. We need to change something, etcetera. We can view the campaigns that we have because we currently viewing all campaigns right, so we can look at the campaigns we have from here. We can also change the name off the campaign here very, very easily. So I might want to call this coral if IQ bags something like that. And then I might want to be more specific for us. And, um female 33 tooth 55. You know, when I start being more specific and creating similar campaigns, but with different targeting. But for now, I'm just gonna call it prolific bags. I'm gonna click on save, and it's gonna change that name just like that. Now, to the lift here, we can also ate it. We can enable, or we can pause it. I paused it, and if you remember from the higher keep what I paused the campaign that's gonna pause all of the associative at groups and it's going to pose all of the associated keywords with it as well. We can also go ahead and select multiple. We can select one here on we could. If I click here and I have several campaigns who would select all off those campaigns. From there, we can edit them. We could, for example, enable pass, remove copy paste changed body bid strategy, conversion settings creating automated rule edit are targeting. There's a lot of things we can do from here in a boat level, meaning we can do in several at once. So I might want to pass several at once if there was something desirable. A type right? So moving on we can. We have our budget for getting a lot of statistics and interesting data, but even more so we can edit it right away. So if I want to edit the budget, I just click there and I change it right away from here. We see the status, the campaigns in the type of need, a search campaign, how many clicks that this campaign has got him and some impression. Click through average cost per click. And if you're wondering or ever forget what everything is. Hover your mouse over here and you're going to get some information about it. We can see the cost conversion rate, everything Very valuable information. Extremely valuable data, right? We've been speaking about getting clean data. Well, if you don't, you're organizing your job, right? This is gonna speak volumes as we start getting mawr of this data. So before we move on, we can also look at the clicks there, for example, in this diagram, because he would have three clicks and we can see that there's nothing else to compare with because we only have one campaign right now, but we could compare campaigns. We could also look at the performance of other campaigns of conversions and changed his value from clicks to whatever that we want to change, too. We can also move over to auction insights, but auctions and and insights and all of that we're gonna talk about later on in the course and then looking at ad groups. Now, you already recognise this, right? We spent so much time in campaign, we spend so much time doing our ad groups and talking about the structure. So you probably remember a lot of This is just a different interface, which is the great news, because if it looks scared from the beginning, you're probably starting to notice that it's not really very scary. Right. So here we have the ad groups, we only created one and the same thing. We could select a. We could pause it and we could enable it if we wanted to. We could change the name here. We can see the campaign is associated with. We can change the default bid. Remember, we spoke about the default bit. We see what kind of type it is a standard. We could do a split test. We could do a dynamic who would see the differences here. And then we get to see the stats off it. Moving on to ads and extensions. We get a CIA Luca over our ads. We only created one and the exact same things in here as well. Also, one with view. We could decide to add in filters for when we have a lot of things going on and remove filters right now. Up here, we can also look at our extensions. Remember, we use all possible extensions. I always I recommend that you do whenever possible. We can also see the stats of these extensions, which is very exciting and very revealing. Because this is data, right? We can see how much they have been in the custom. And it clicks when it was a certain extension, etcetera, etcetera. So we noticed, with all three clicks that we have got a we have had. It's been first of all for the crawl if IQ back and we can see that there has been a call out extension on all of them, right, And then a call extension on one off them and also a price extension on one of them. So we get a lot of interesting data and also we get a click through rate for all of these different extensions. So a lot of very important data is collected in here moving over to landing pages. They are very important because, like we spoke about, we need to know and make sure that there's a good relationship between the landing pages and our ads, but landing pages, we're not gonna have too much information right now, and the reason for that is simple. We haven't set up for conversion tracking more about that in the next lecture, and then we have our keywords right? And this is super super interesting. Which keyword is performing and why is it performing? All of that interesting data is here. How much are we paying for it? For example, it gives you the average cost. Per click for bag is to 36. That's very interesting. We wouldn't know the commercially wouldn't have any conversion tracking, which is why we have nobody if there's any value whatsoever to these cliques and if it's actually any value to this cost, so we might see the hey two of those clicks people actually blocked and the product was had a value off 7 99 So you could check that value of 7 99 and know your actual profit from that 7 99 and then compare that to your cost. You say, Hey, this is very profitable. This is a great return on ad spam. This is really, really good news. But right now we have no idea no conversion, tracking no clues, and we're just hitting in the dark of shooting in the dark. And I don't remember the expression so very important to gather that data very important to look over. Your key was, you can like before you can pause keywords. You can enable keywords all depending on how you do now. You can also change the keywords right in here. You can add in new keywords you can always add in new at every level, so I can go here that I could click here and I could start adding in new keywords. Similarly, if I am in the ad and extensions level, I can create new ads by clicking on the blue. One in there could add a new extensions. New ad groups, new campaigns. You can do everything in this interface and adding in new by clicking on this button, depending on where you are in the middle navigation menu. And then we also have negative keywords, search terms and audience insights. But more about that in the section about keywords, then we have audiences, which we haven't gotten in a data for yet. We also have demographics, which we have gotten date on so far, and we can see the trend is pretty clear, right? We can see 25 to 34 definitely is the most popular we could soared by gender. And now we're getting some really interesting data, right? Because we could see that this is much more popular with the women, at least for the displaying the ad. But the men are actually the ones who have been clicking. So how do we use this form of information? Well, first of all, this way, way, way too early, I would probably give give it at least a week and create a well thought through and research ad and a campaign. And I grew before actually getting in a data, but at least a week to get some statist so you can see trends. But around a week you want to give it and then analyze the data. But preliminarily, this is very interesting because the group of men was so small. But the clicks are mainly from the men that might tell me who. Okay. So most people are probably going to target FEMA on my lower my cost per click buy only targeting men and therefore also increasing my conversion values. This is gonna be potentially very valuable information we can see in here A female male unknown. We can see the statistics for that. The impressions are going to females, mate mainly very interestingly, right? But we can also tell that the cost per click is actually the reverse. From what I thought. So the cost per click is higher for men. So then the question is still. If we go to the right there, what would be our conversion value? Right, So we're getting more clicks. Are they actually buying? If yes, then this might be very valuable. But if the women are buying more, equally, much them. This is more valuable because the cost per click is lower rights. So once again, getting some good data now we can look at the household income, their arm or statistics here as well. Now let's move over to settings. So instead, ings would get to see well the settings We can change the budget, right? Looking at the campaign, we can move over here. We can change things such as the advert ation that was set up. We did not want to rotate our ads. We can choose to campaign end dates. Should we have that? We can see the location with targeted, we can get a lot of information. We can change. Some can also go into account. Settings here have locations on. We can see that we targeted three countries. Regulatory Germany, Italy, Spain. We can say, Oh, it's mainly working out in Germany. Okay, this is very, very interesting. What are the cost? Cost? Berkeley are mainly coming from Germany and the cost is to 88. Once again. Very valuable information, especially over time, right? It's still in its infancy. Add schedule. If you were using one, we decided not to use one, right. We could see the devices they're being used and read the data from that We already did in the overview. In the beginning, we could also look at advanced bidding strategies such as call bidding. But we don't need to do that at this time. But here's something that's very interesting that you can keep in mind and need to know about this. The bidding adjustment. So let's say here, for example, look OK, things were really working out well for computers, right? So I'm gonna go ahead and I'm gonna change the beat adjustment and increase that by let's say, 10%. So that means that he find bidding for $3 I increase that by 10%. I'm going to be beating $3.3. If you were bidding $1 you decided to increase it by 10% you would be $1.1 right? This is very interesting, but it's also very sensitive. You need to keep this in mind because you can change your big adjustment on different levels here, but they also stack up. So let's say that you increased it for 20% here, and you had an increase in the ad schedule for 20% there. Well, it's only 20% here and there, but together they become 40% right. You don't plus percentage. But you understand that the cost stack up in the increase over over your total amounts of adjustment. So just keep that in mind and look at the numbers to cost per clicks, numbers in the conversion values that you're actually getting. Is this actually worth the increased bid adjustment that I'm doing? And where am I adjusting it and am I getting good data? Am I doing the right thing? Optimized, optimized, optimized. The end mantra is still profit, profit, profit right. And then we have changed history. Everything that we've been doing on this account. Not very interesting at this point. Then we have drops and experiments, right? So this is decently interesting. What you can do is click on a new draft and draw off something out, right? And then decide. Do I want to say this? Though I want to try this out. You can also experiment, which is where you create a new experiment based on an ad. You already happened, then you could test them against each other. Now, this isn't anything you need to know how to use. Right now, I would focus on the upper level here at this point, but it's something worth while to know how to do. And it's very easy to do. You click a new experiment and it's the same set up that we've been looking at before. Very simple. So that is the overview or an off the middle navigation settings for all campaigns. Now, if we go to this level, which is the ad group level, we are gonna have some very similar settings in here. But they're gonna show us different things, right? Because we have it would be having different ad groups. That means there would be different keywords, different audiences, different demographics, different statistics, very valuable to know the navigation. And finally, before we end this lecture, I want to show you that to the right. You can see the time that is being shown for all of your statistics. Right? So right now I'm looking at all time. But what I could also do I can look it only today, the last 30 days and I could also click on custom and then activate Compare, and I could compare to dates, right. If I click on chicken on like this, I could compare this state together with, for example, another day. What data want to compare with this compared to this starting ending? Very valuable information over time to compare. Okay, So how was November month compared to December month? How was this November compared to last year's November, etcetera, etcetera? Or how am I doing this week compared to next week for the surging campaign, for example. So that is all for the Google ads. Dashboard, if you have any questions, were always in the Q and A but if you've been following along with the course, you're probably noticing already that it's very, very different looking but similar in settings, right? So it's simple to use simple to understand if you understand what a campaign is. If you understand what an AG group is, the extensions landing page keywords audiences demographics if you know what they are. They're very, very simple to understand and to use. And similarly, if you go into it and you see them right now for all campaigns, I wanna adding a new key word. I'm gonna click on the plus but adding a new key word and you're good to go, right? But once again, as we go along the course, things are gonna make even more sense as we go. So that is all for Google as Dashboard. Great job making it this far. Now let's move on to the next lecture and talk about conversion tracking. See you there 36. Understanding Conversion Tracking: in this lecture, we're going to be talking about conversion, tracking, understanding what it is and why we need it now. This is a game changer. This is what allows you to get really clean data so that you can compare how much am I spending on ads, and how much am I actually profiting, as we could see in our dashboard were actually getting some clicks. That's exciting, right? Something is actually happening. But we have no idea what kind of actions, if any, actions they're taking on our website. And because we don't know this, there's no way to track are possible profits so we cannot compare our spends versus our profits. And remember our mantra why we're doing this profit, profit, profit always want to be profitable. So let's dive into and learn more about this so that we can start tracking and see that we are being profitable. Let's dive into conversion tracking. So, first of all, black and white, what is it? Well, it's direct feedback, right? We're getting instant feedback about on action they are taking so that what Issa conversion Well ah, conversion is a desired action, right on what kind of desired action are we talking about? We're talking about things such as a purchase or sale. Ah, sign up a lead or having them visit some page. That's important to us. So, for example, let's take this from the very beginning. A possible conversion would be that we create an ad right which would did which would take them to the bags page off coral if IQ now we're creating, asked to try to sell these beautiful bags Now, if someone would actually purchased one of those bags, that would be a conversion. And we want to track that conversion and add that data into our Google ads. Dashboard. Right? So that is conversion tracking in an essence. And that is a conversion. No, A tomb version could also be, for example, that we create an ad and we want them to sign up to our lead for okay. Now, once they do sign up, that would be your conversion, or we want them to assign up your email list and once the deuce and after email list that it's a commercial. And once again we want to track this and also very interesting and under utilised are important pages now they're going to be certain pages on your website. That ace of bigger importance, for example, your price page. Now, if someone is actually visiting your price page, you're gonna want to know that. Not because it's making you money, but rather because it's potentially making you money, Right, Sister? In a specific time off, Damon, people are visiting your price page And is there any specific time of day when people are actually buying from your price page? Right. So then we can compared the time stamps off the when they're visiting the price patient when they're actually purchasing something and collect this data, analyze it to see Hey, there's a peak hour here. I'm gonna just increase my bid for that hour because that is a sweet spot. All right, So additionally, what are we gonna do with all of this info? Well, we want to know everything we want to do. Track backs. We want to go back and see. Okay. So someone made a purchase. What campaign was it that they made a purchase from and with the campaign was talking about what was their location. The demographics such just there, there six or rather, their gender. We want to know everything. What was the ad group that was triggered? What was the key? Were there was triggered from this and off course. What was the ad that was used in the use in the extension? Etcetera said if we want all of this information so that we can look at all of this data and see what it's working in order to scale that and optimize that further and disregard what is not working, right? So how do you actually track a conversion? How do we track when someone makes a purchase? How would it do attract when so much science at your email list or what? Some of submits air lead form. How do we get that data? Well, we need to track a certain page. Often they have taken the desired action. Now, let me show you what I mean. So let's say, for example, that someone science up to our email list right on. Once they click on sign up, they will be taken to a thank you page. Well, that means that everyone who was taken to that thank you page have converted. Right? So if we track that thank you page. That means that we can track our conversions. This is how we track are different conversion types. So if someone makes a purchase, they're going to be taken to a confirmation page. Right? And by tracking that confirmation page, we contract that conversion as well. So a couple of different examples here we have on example there says you're all registered for the live webinar. Now, should we track that page? We would then track what would be a conversion, right? And similarly here, success. Thank you. Now, this might have been signing up for ah, course. It could be signing up for a webinar. It could be something out front E mail list, maybe a download, whatever it might be. But by tracking this very page, we contract that as a conversion for that desired action were similarly here. Thank you for downloading. So if you want to track everyone who's downloading something, then we would track that. Thank you. Page, Thank you for downloading pace, because that is gonna have a unique you're out. And finally thank you for signing up again. This could be an email list. You'll receive your first email within the next 24 hours, most certainly an email list. And by tracking thank you, Page. We tracked that conversion very handy, isn't it? And we're going to get into how to actually install and do this in the next lecture. And we're also gonna touch more on the point of the different conversion value. So, for example, if someone has bought your product, that is what the cost of $15 and then they're taking to the thank you page Well, but tracking that, thank you. Page will know that this conversion is worth $15 then also remember that there's gonna be additional costs, such a shipping. So you need to calculate what your actual profit is. So let's say that that's $13. And let's say that you noticed that. Hey, for this campaign, I action to get that conversion. I only had to spend, let's say, $3. Well, that's fantastic news. Then you are the profitable vending machine you put in $3 you got $15 out there. That is profitable adds that is success, and we're all about that profit, right? So let's talk about what we need to set up our conversion tracking we're gonna need a website with code access and don't freak out when I said code access because this is super duper simple. I'm gonna show you exactly how to do this. Now, Coz is just copy paste, right? Super duper simple. So a website with code access that could be a website that you owns. You actually have access to it Or it could be a client's website that you get access to and then get to access their code as well. They're coast pages and what we're gonna need additionally, once we have that is that we're gonna need a specific, successful confirmation page. You are out like we spoke about their thank you for signing up for success. You have no now signed up to or confirmation you. Look, here's your order. Whatever it might be that is gonna have a specific u r l. And we're gonna need that. You are well, along with a tracking code. Okay, so once again, for example, you are all registered for the life weapon. Aren't that is gonna have its unique u u r l and we're gonna need it for the tracking. So in the next lecture, we're gonna go ahead and we're actually going to be signing up for our conversion, tracking and most of the tracking most of you're going to want to do website tracking. Right? There are additional things that you can betray you can do call tracking. You can do app tracking. There's different things that we can be tracking, but we're primarily going to be focused on website tracking because that is going to be what's applicable to most people and most useful overall because most of your sales will be on the your or someone else's website. So let's dive right into that. In the next lecture, I'll see you there. 37. Generate Website Conversion Tracking Tracking Code: in this video, we're going to be generating our website conversion tracking code. Now, if this is your first time, we're gonna need to take a couple of additional steps before we have our first conversion tracking code implemented. But don't worry about that. We're going to go through all of this step by step on the screen is gonna be zero problems for you, all right? And after we have done this, the first time is gonna be pretty much smooth sailing. So let's dive right into it. So let's start off by simply creating our conversion tracking code. Right? So what we're gonna do is that we're gonna be in a Google ads dashboard, and we're gonna go up and click on tools and sittings and then move over two conversions. No, As you can see, we already have something called message conversion here. And if you remember, when we added in our extensions, will one of those extensions the message extension that allows people to send us a text message? Well, that they are already tracking that one automatically in here. So you find all of your conversion track ings in tools and then over at conversions right. It's also gonna be a column in the display and in the dashboard. But we've already gone through that now. In order to generate our code or to generate any new conversion tracking, all we need to do is click on the plus up here. And then we have four different options. Right now you can track for app. You can track for phone calls and you can also import from other systems like Google Analytics. But most of the time you're going to be used in website conversion tracking, especially considering how many different things you can be tracking. And most of the things that most off your business productivity and sales are probably going to be happening here. So this is where we're gonna focus on website conversion tracking. So we're gonna click there, and now we get to this set up. So let's go through the set up together now. The 1st 1 is the category, right? So we're gonna be able to set a category and the name and this is for your own organizing. Now, let's say that you have a bunch of different purchase conversions. Well, if you have them all in one category. It's much easier for you to see how those purchase conversions are going and compared them , especially if they are for the same product but on different parts of your page, right? Especially with lead form sign ups and email sign ups. Now, we also have for lead page you sign up and other. Now, the category that we are going to be using are going to be signed up. OK, so we're gonna use these to do a conversion tracking for whenever people sign up your e mail list. Okay, so we're gonna use sign up. Now, let's go down and talk a little bit about the conversion name, because once again, we want to name this according to our organizing, if this is the first conversion tracking that we're setting up, we can keep it simple. We can call it e mail. Sign up. Okay. But once you start adding in a couple of more conversion tracking, you might want to call this, for example, home page email. Sign up because you want to do one conversion tracking for the home page email sign up and maybe one for your contact. Sign up. Or maybe for a certain Blawg Post. Or maybe for a surgeon resource is page sign up. Whatever it might be, over every might happen. But just for the beginning. For simple tracking, a first time tracking email sign up is going to suffice perfectly well. And as we know, we can easily change the name in the Google ads dashboard. So going down, we also have the different values that we can measure now. The 1st 1 if we want to use the same value for each commercial, different values for each commercial or don't use a valley at all. So let's go through what these mean now. The 1st 1 is to use the same value for each conversion. So let's say, for example, that you want to track a purchase. You want to track a purchase, and you know that that product is worth $18 right? And you know that you have a shipping cost off $3. Well, the value for that conversion is going to be $15 right, because the actual value of the product or how much money earned from the product is $18 but you have to pay for shipping, so the monitored ends up in your pocket is going to be $15 so that is going to be your actual profit that you make. So then we would put 15 here. But say, for example, right now, we're doing an email sign up. Okay, so the rules are a little bit different, so we need to know our conversion rates and then our conversion value. So let's take an example. Let's say that every 10th person who signs up to our email list are valued at approximately $500. Okay, so every 10th person who signs up to our email is they over the course of the time, generally from our research tend to spend $500 from our products from whatever offers that we send up, okay, But we can Onley track the value for each conversion. So in order to do that, we need to take those $500 we need to divide them by 10. That's because every 10th person makes the purchase. So then if we take 500 with divided by 10 we get the value for each person by 50. Okay, so we know that the value of each person signing up for our email is $50. If you're still not following right, I hope that made sense. So this is for all of you who knows the valley off the conversion that you are using their If it's a purchase conversion, that's gonna be much easier, even if you don't have that much data. But if it is a email or a lead conversion, then you're probably gonna want some background and some background data in order to know your actual valley and your conversion rates. Okay. Now we can also use different values for each conversion. But this becomes a little bit tricky and means that Hey, some off your prices may fluctuate, right. You might have a system where you have a certain price one day, and the next day you decrease the price price, certain value, etcetera. So if you have that kind off website or you're selling on a platform that fluctuates the price, you might want to use the different values for each conversion in order for it to adapt. No, I don't recommend this, and we're not gonna go through it too much because this is more fun at violence setting instead what I recommended you. If you are going to fluctuate your price, let's say that it's for a sailor is for November sailor Christmas sale or whatever sale that it might be then simply changed that price on your website and create the ad accordingly. After that sale. Just focused the commercial accordingly to that. Okay, that is the way that I would be doing it now. I would track the conversions for that sale, afford that campaign that I was using during that timing, get those values and then don't use a valley for this conversion action. And for a lot of you, this is going to be the default mode that you need to use in the beginning. And that is because we might not know the value of for conversion. So if we don't have any background data and we are tracking our lead form sign ups, but we don't know how much they're worth yet, then we need to use Don't use the valley for these conversion action because we don't know how much each customer is actually worth. But we're gonna use this one for this example, and we're gonna go continue with example of $50 But don't be afraid off using that don't use a value because if you don't know your value, you just don't know it. But the idea is to understand your value over time. This is where we're gathering data, right? So scrolling down. We also have the count Select Almony conversions to count per click or interaction of. This is very interesting. So there are two options. We can either use every. And that means that if someone clicks on your ads and that makes five purchases on your website, lets say, buys five products, then that is going to count this five conversions if we used the every option. If we use the one option, then when someone clicks on your ads and buys five or 10 or 15 product, that is only going to count as one conversion. So when do we use which well, I strongly recommend that you used to every when you have on e commerce or when you're selling products that you know the value off right. And the reason for that is because we're always interested in understanding our prophet and comparing that with our ad spend. We always want to be making profit and making sure that we are spending way list on ads and and still earning much more than we're spending. Okay, so if someone goes to your website and buys five off your items, five products, then that is going to increase to asserts and value. And you want to know that total value so that you can understand that value and compared to the ad spent cost, OK, now on the other side, if you only use one, this is going to be much more valuable for someone who is actually signing up to something such as your e mail is or sending an elite submission form. Because that's just one person, and we're getting the contact details from one person. It's not going to be multiple. Okay, so that means that if we use this one, we understand that the person who's doing the lead submission former doing the M a sign it is only a single person and we won't attract that person. And the reason to use this is if they feel that the site is loading slowly or whatever and then the update decide the reload their side, then this conversion tracking might fire again and then miscalculate and be seen as two conversions if we would be using this option. But it's always gonna be a single conversion because it's a single person. One lead for one person, one email sign up. Still one person. Okay, so to summarize, this is great. For whenever you're selling any products or have any e commerce because you want to know the total value. This is great for when you get in contact information because each person on your website is only going to signal and show as one person you're not gonna have multiple people sign up from one. Um, you, sir. So Eustis, for products used these for contact information. So let's scroll down. We have conversion window, and by the way, we will use this because we're doing a email sign up and then we have conversion window and the conversion window is that sale it? Let's say that someone clicks on your ad now. How many days do they have to wait to make the purchase in order for this ad to be attributed or credited with that purchase? So concrete example. Someone clicks on your ad but doesn't buy anything but say 25 days later, they go into your website and they buy something. If we use 30 days than all of the purchases within 30 days are going to be attributed to this ad. If the ad was what they clicked on on and then bought something much later on, right. So which how many days should I be using? What kind of conversion windows should I be looking at? Well, if you are an agency or even if you have your own business and you know the average amount of time that it takes for your customers to return, well, then you're gonna want to use that value. And if you're an agency, you're going to want to use your client to see if they know this type of information, and the reason we want to be is precise with this, as we can is because we don't want the conversion tracking to get created for something that it didn't actually sell him. So let's say that someone clicked on your ad and but then forgot about it and say for two days later they saw your blood post that they saw your Facebook posting. Hey, what a great product. E. They went from your Facebook post into your website and then bought the product. But if we have long enough, based on the ad would still get credit for it when in reality it would be your Facebook opposed. It actually was the reason to why they bought that product. So these standardized way of finding a conversion window is always to ask if you have the data, then used that data yourself. If you have a client, asked the client If they don't know. If you don't know, then simply use 30 days. 30 days is the default, and it's a pretty solid default. So we're gonna go with 30 days, and then we have the view through conversion Window. Now this is interesting. So this one means that let's say that your ad was shown to someone, and whenever you're at a show, that's called an impression, right? So let's say that someone saw your ad, but they didn't click on it, But later on they went to your website and they bought a product. Now chances are very, very big that they Onley understand that your website excess because the product was shown so The question is, do you want to add to get the credit for that conversion and for how long? Now we could use three days, one week, two weeks, 34 weeks, thirties, even custom, I think up towards 9 to 180 days. So the question is once again if you happen in day down, these then use that data and set this accordingly. But for most people, by the fold, one day is actually pretty good default. Because once again, you don't wanna have to. Long time you want the conversion tracking to be as solid as it possibly can be. OK, so again, this is if someone sees your ad and then that same day, if it's one day, goes to your website and buy something that adds, still gets the credit even though they didn't click. So one day we're gonna minimize this one. Then we have include in conversions. So we were just in the conversions tap. Right? So the question is, if we want to include this specific tracking in our columns, right? So do we want to track these conversions? Four are certain campaigns. If no, we're gonna turn this off but the biggest usage area for this is actually whenever you're using the automatic bidding strategies. So the main use for this is do you want Google to track this data used this data to optimize their algorithms in order to optimize your automatic bidding strategies. If you think that this is going to be a good conversion redirected conversion tracking, then used this by default and 99% of the time pretty much always I used this and I recommend people used this. The only time not to use this would be if you're trying something crazy out. Such as, for example, Hey, we've noticed that a lot of people who visit let's say our about page they actually tend to , also by some of our products. So we might be tracking people who visit our about page right. But we don't want Google to be optimizing our bidding strategies according to that conversion tracking. So that would be a case when you might want to exclude, in other words, not include this one. But we're gonna included here and then the attribution model. Now the attribution model is let's say that you have a customer has interacted with three different ads. So the attribution model Ask which one of the ad do you want to get the credit to get the actual conversion? For now, the default has always been and keeps on being, and I strongly recommend last quick. Okay, Because you want to understand what was the the last it was the final add or the final thing that they did that pushed them over the edge and actually had them converts. Okay, so strongly recommend last week. But if you're slightly more advanced, you might want to use something like First Click, for example, because the first click, but very interesting to be tracking people higher up in the sales funnel to understand their behavior. But all of that is much more advanced tactics, and we don't need to understand them now. We're at this point, right? We're still in the beginning. We're still learning and understanding. So we're gonna go with Last Click, and I recommend pretty much all of the times to stick with last clicks and scrolling down. We get to see one of the infamous Google traps, so it's has enabled enhance CPC to help increase conversions in campaigns currently using manual CPC bidding. Well, this is interesting, because we we create Emmanuel CPC campaign. That is gonna be for a reason. Right, Because we want full control over our own bidding and create and make clean data to analyze and optimize. You know what Google wants is, of course, a more control over our campaigns so that they can raise the bar on the bidding. So they're not doing this for from the goodness of their heart. This is the way for us to spend more money. But by all means, we've spoken about this before. You can do split testing. You can have one manual secrecy and the split test that, in other words, doing on exact copy. Except you used in Hans Embassy and see which one that is actually performing the best. But this is a completely random question because we've already set up our campaign. So we are gonna turn this off, we're gonna avoid the Google track, and then we're gonna click on, create and continue. All right, So what we need to do now is set up our tag. Now the tag is going to be the code that we were speaking about the fourth that we need to set up on the specific page in order to do our tracking. Right? You have three different options here. We can install the tags ourselves. We can email the tag now if you have some sort of Web master or Web developer, or it takes Sorry, friend, who can do this for you? You can just click on this one and then the code and the instruction is going to be sent to that person's email very handy. We can also use the Google tag manager, but we're going to keep it simple and versatile, So we're going to be installing the tag ourselves. Okay, now, before we can actually install our attack, we need to install something that's called a global Scitex. Now a global side tag. It's something that you install that tracks all off the actions and your entire website. There's going to be used for things such a saving in new cookies for for the uses that comes to your website that you could be using for things such as Reed Marketing. I know we haven't spoken too much about remarketing, but re marketing is when someone this is your website and then goes out and then you get to show that ad for them again. You market to them once again, but in order to do that, we need to track them and the global site tag subway to do that. But even more importantly, we need to have the global site tag installed in order to specifically use or event snippet and specifically tracked our final U R L page for the thank you page that we know when someone is actually making a conversion. So in the next video that we're going to go through, we're gonna go through how to install the global site tag. If you already have the global side tag installed, you can go ahead and click on this one. The global side technical patient was installed already, and then we can go skip the next lecture and go directly to the next one, where we look at how to install the event snippet, which is the actual website conversion tracking code. Okay, so if not, if you don't have the global site attack, then I'll see in the next lecture and I'll show you how to install. See, there 38. Install Global Site Tag: So welcome back. Now in this lecture, we're going to be setting up our global site tag. And I know we've been trained to think that codes air really scary. But the truth is, the way that we're going to be working with codes here is just going to be coping pay. So it's going to be much easier than you think. I promise you that. Let's dive right into it. All right. So let's take it from the very beginning to see what it is that we're actually looking at here, the different options and what they do. Okay, First and foremost, we're looking at coats. Write a code for the global site tag. Now, before we go through what that is, let's look at what we can see. The codes four. So we have two options that we have HTML and a MP now a MP. That's for the mobile versions, right? So the only thing that we need to concern ourselves with is going to be the HTML, which is also going to affect the mobile version anyway, so we're only going to be working with HTML here. Okay, so next up, we have the global site tag and then we have the events. Snippets. So what are they? Well, the global site tag is pretty much a cookie, right? So when someone comes to our website and we have the global site tag installed, then we are going to be creating a cookie on them on them That's going to stick on them and follow them around, not only on our website, but also outside off our website. Right? And because this cookie is stuck on them, that allows us to do things such as re marketing towards them. OK, so we need this global side tack for things such as remarketing, but also to make the event snippet work. No, the events new, but is pretty much a trigger. Okay, so when we put this event snippet in the next lecture on our thank you page that is gonna work like a trigger that say, Hey, an event happened, which is gonna mean hate. A conversion happened, Okay, And we're going to get that in our statistics. So this one is what tells when a conversion has actually happened. And in the previous lecture, we already set up. What kind of at conversion? We're looking at. We're looking at an email sign up when they wanted to cover for its the value of the commercial etcetera, etcetera, the events neighbored assembly, the code that actually gets treated and says, Hey, a conversion happened. Okay, so before we install the global site, tag would have three different options. The 1st 1 is the global. Cytyc isn't installed on on off your HTML pages, and it isn't going to be if you if this is your first time. So we're gonna use this one and install it. We can also have the global site tickets already installing all pages but come from another Google products such as Google Analytics or from another Google ads account. Well, if this is true things, they're gonna be a little bit different for you because what we're gonna go in and do when we install the code, all you need to do is use this code instead and paste it in at the very bottom off the previous script. Well, if you have it, then you have installed it once before already. So what you do is you repeat that same press except you only use this code and you install that at the very bottom. Okay. And then we have the global side tag on all pages was installed already when you created another commercial action in this Google ads account. So after this lecture, when we have installer Global Cytyc, you don't need to do that anymore. It's going to be installed, and then you can just click here and then go to the event snippet. Super easy. Okay, But for now, for the first time was go ahead and install the global Cytotec. So here we are. Now, what we're gonna do is that we're gonna click in here, and then so everything is selected. We're going to right click and then click on copy. Okay, so now we have the code. Next up, we are going to go into our dashboard. Now, if I'm gonna show this as a wordpress user. But if you're using something else, like weeks or Squarespace or Shopify or click funnels, well, then I put in tutorials or rather, to tourists from those platforms already in the resource is so follow along. What I'm doing here. Then understand the differences, the differences, pretty much just a different interface. You need to click on different places and just understand. OK, where do I take this code and inserted, but still follow along the lecture here and I'll show you how it works. Okay, So what we're gonna go ahead and do is that we are going to go down to appearance and then down to theme editor now in your WordPress decide. Also, just be called editor, and we're gonna click there. All right, so here we are. Now, what we are looking to do is install this code and have it installed on every single page in your entire website and all of your future pages. Well, as you can hear from the sun, that is a tough and very annoying task to do. So. What we're gonna do instead is that we are going to install it on the header dot PHP. Now your header is pretty much displayed, or it is displayed certainly, or, in most cases, on all off your Web sites pages. So that means that if we install this code into headed of PHP, we're going to automatically install it on all of your websites, different pages at once. So when we're looking at the different platforms such a square space or weeks or Shopify or Click Finals, etcetera, etcetera. We're mainly looking at how to find the header that PHP and how to inject that code. Okay, so we already have have the coat. What we're gonna do is find the head of the PHP. Now, if you look to the right here, we can see that there's something here that's called That's either it is theme header, And below it reads header dot PHP. So I'm just going to click on that one, and that is gonna change this piece of text and display the different codes for the header . Okay, now, I know it looks really freaky and there's a lot of stuff going on, but we don't have to worry about all of this, right? There's no need to panic it. This Onley thing that we are looking for is this Okay, you see, there it says head. So that is the beginning off the header. And if we look down here where there's a slash and it says head, that is the ending off the header. So if you have installed a global site tag once already, and you're looking to update it because you're you're installed it with a different Google product. Well, what you want to do is that you want to you grab this code and you want to put it in the bottom right below. Here's you're gonna make a space click. Enter like an add the code right in there. Okay. But we are not gonna do that instead, because it's our first time. We're gonna go ahead and grab this coat, and we're gonna put it on the top. Okay, so we're gonna find the head. It's right there. So I'm gonna click to defer this right off the head. I'm gonna hit, enters, I get my own space and then in here I am going to paste all of that code in there. And then I'm going to click on update fight. And there were all done. And yes, it's seriously that simple. So what we want to do now is that we want to actually try out our code to see that it's working. Now, in order to do that and see that the global side tag is actually working, we're gonna install something that's known as a tag a system. What a tag assistant is is that it allows you to scan your current page and see if if any Google tags or installed. So we're gonna use this to verify that the global side tech it's installed and also that our event snippet that we're gonna install in the next lecture that's gonna be our actual website conversion tracking code. We're going to see that that one is installed properly as well using these two. So first of all, you need to be using a chrome, bro. Sir, if you're not using the chrome browser, well, then go ahead and download Chrome. If you don't like it, that's absolutely fine. But for this verification police downloaded so we can check it out to see that everything is working. And then I'm gonna include this link also in the resource is so that you can just go ahead and click on install, and then there it will be. And then what we're gonna do is that we're just gonna go ahead and check out our website. And when it's your first time having installed this tag system, then what do you need to do is click on it up here in the upper right corner is gonna ask you Hey, what do you want to track and just allow it to track everything? And once you've done that is gonna ask you Hey, you need to enable me. You click on enable just like that and then you update the site. And now if we look to the right, we can see if it's been installed or not and hate. Look at that global site tag has been successfully installed. We also see that we have a Google ATS re marketing tack. We spoke about that, right? We installing those cookies and all of the visitors. And we also have Google analytics now Google Analytics, something that exist in our website before, so you can disregard this, but these two are the new ones that we just installed. So hey, congratulations to ask the global side tag. It's working, and it's absolutely not a scary as we thought, now, is it? It's just copy paste. So in the next lecture, what we're gonna go ahead and do is grab our final euro. There's gonna be your thank you page or confirmation page or whatever it is that you're using, and we're gonna install the event snippet on that page and then use the tag assistant to see that it's actually working. Okay, and then we're going to see how we contract this conversion. So great job making it this far. If you're using some other CMS, some other tools. So chest once again is like Shopify click funnels or weeks of squarespace. Check out. The resource is there are tutorials there for how to find the code part, how to find your header that PHP and just install this code seeing the next lecture. 39. Install Website Conversion Tracking Code: welcome back. So it's time to install our conversion tracking code. And without further ado, let's do it. All right, So we are back here and we know that by scrolling down here we have our conversion tracking code and we have already set up the conversion tracking settings. We're pretty much ready to go, right? So first things first, let's look at the events snippet itself. Then let's look at what we're actually going to be doing and then do it, Okay, so starting up here, we have the event snippet. Now, there are two different ways we can apply this. We can apply it on a page load, or we can apply it on a quick now for this specific lecture. We're gonna focus on the page load, especially since it is so precise because we know that if they load a certain page, they will have taken a certain action because it's going to be a page that they cannot access without having done a previews action beforehand. Let me show you exactly what I mean. So on the website robin and jesper dot com scrolling down a little bit, we have an e mail opt in going on right here came so people can write the first name of their email and then sign me up. Now, I would like to know whenever someone is clicked on the ad got into the website and signed up, right? That would be a conversion. Now, once they sign up, they're gonna be taken to these thank you page which I have created for this lecture specifically. That's why it's so horribly unimpressive and ugly. So we also know that there is no way to access this page specifically on the website unless they actually sign up here and click on Sign Me up and wants to click on Sign me up. They end up on this website once they end up on this website will know that they have converted. So we want the event snippet to fire up and then tell Google ads that hate a conversion just happen, and then, of course, is going to be connected to the ad. So pretty cool, right? We're putting it all together. So here we have the final your l A. If you want to find your own thank you page, chances are the you are really is gonna look something like this, You're you're all that come forward. Slash Thank dash, you forward slash otherwise is not gonna be too hard to go into your WordPress or whatever platform you're using menu and then simply go to that page. I find it like this, we're gonna need to have this page open to test that the code is working afterwards, just like in the previous lecture. So what we are going to do in order to install the code and I'm gonna use WordPress is an example here once again is that I'm going to go to page it and then go specifically sued the thank you page right here. And then I'm going to install the code right here. Okay, So the way to do that, it's just like before I'm going to click here. I'm going to right click. I'm going to cook the all of the coat, go back here, and now I need to add html. Now, Whether you're on squarespace or weeks or whatever you are, there's going to be on option for you to add html. It might be called at html or raw html. Whatever it's called now for us, we're going to go up to the plus box here on Adblock, and then we're gonna search for h T M l. So we have a custom HTML box here, we're gonna click on it. And then in here we are just going to go ahead and paste that code, OK? And then click on updates. There we go. Now, in order to see that this is actually working, but we want to do is go back to the thank you page and we want to have our tag assistant installed. Now, if you skip the previous lecture, we in that lecture installed the tag assistant. Okay, so the tag a system is going to be in the resource is all they need to do is download it added on chrome and then a lower to track everything, enable it and then go to your thank you Page is going to be right up here. Refresh your thank you page. And then the moment of truth, we go up, we click on it and see if it's working or not. We can see we have the global Scitex contested and the Google ads conversion. Tracking A. It's added. We did it high five. Awesome. Done. Not too hard, Right? We have the Google ads from marketing Perfect and then Google Analytics. But that has nothing to do with this course or this lecture. Okay, so we have all of these three installed now. But more specifically, we have Google ads conversion tracking installed, and that is exactly what we were aiming for. If I click on it, I will get some more info. It's not relevant, but if you're looking for your conversion, I d. It's right here. Okay, let's go back. So we know that it's working great. So if we go back right now, all we're gonna do is go ahead and click on next, because everything is installed and done. And that is going to say you've set up your email sign of conversion action. Perfect. And then we're gonna click on done. So now when we are in conversion, which we access to the tools and settings and then went to conversions over here Now we can see that we have email sign up right here. And just like I told you about before, when you start adding several more, you can very simply go to edit and change the name in order to allow for specificity. So right now, the tracking statuses on verified. But when you get your first email, But when you get your first email sign up than this one is gonna fire and it's gonna say one, and then when we go over here at conversion value, it's going to say $50. Very cool, right? So when we're using this specific form off email, sign up conversion tracking, we're gonna be able to see for our add groups and for we're gonna be able to see during our campaigns ag ribs and using different keywords off. How much money am I spending on this ad? And how much am I actually getting in return? Assuming you know the value off the conversion? If not at the very least, you're gonna get to see the result right? People are signing up even more interestingly, if you're selling product, you get to see the actual value of Hey, I'm actually earning this much money that's going into my account. This is invaluable. We need to have conversion tracking set up, so whatever you want to track something else is going to be very very simple, just like we did. You're gonna click on this? Plus, you're gonna choose what you want to track is probably gonna be website conversion tracking . You're gonna click there, go through the settings once again, and then you only need to install the events, Nick. But that's the only thing on the specific page that you are looking to track Super easy, super fast and hate. Anyone can do it. If I can do it, anyone can do it. That's pretty much my motto. So we don't need to install the global side tag anymore. Fantastic work. Getting this form. Now remember, if there are more things that you are looking to do your conversion tracking for, you need to go ahead and install those right. You need to specifically install them in those pages that order confirmation page, the thank you page, the whatever pace that we know that the only way that they could end up on that page would be to do the decided conversion action. Fantastic job making it this far. We are going to move on in the course and we're going to start talking about keywords in death. This is going to be very valuable and very exciting. So see in the next lecture and in the next section 40. Understanding Keywords: hi and welcome to the keywords section. Now, first of all, congratulations on making it this far. I'm very proud of you. Now, if you've been skipping around in the court, I recommend you go back, check out the previous material because there's a lot of good is in there. But if you still want to stick around, welcome. Now in this lecture and in this whole section, we're going to be looking at keywords. And in this election, specifically, we're going to get a bird's view over what keywords are. How would they work and then the different levels of death, that we're going to looking at them because there's a lot of dips, two key words, and we're going to have a bird's view over how they work. And then also what were going to be learning much more about in this entire section. So without further ado, let's get right into it. All right, so let's get started now. We have been playing around with keywords already, right? We've set up our campaign or ad groups who have been looking at setting up or ads, and we've been doing our key words right, so you might know this part already. What? For complete understanding and clear We're gonna look at what? Our keywords and what do they do? OK, Well, first of all, keywords matches search terms to trigger ads. OK, so let's take it from the very beginning. Now, in our ad group, we already set up a keyword. And let's take this example. One of the key words were bag. Okay, Now let's take the scenario that someone goes to Google and search for bags that saves the planet. Now, according to Google's algorithm, that algorithm is going to interpret that. Hey, bag and bags, they are relevant enough. They are similar, right? This is a good match. Later on, we're gonna talk about how Google decides in that but anyway, so here the decide that Hey, this is a good match. So the result is that they will be showing our ad. Okay, so let's take that from the very beginning because we use the word bag and then someone goes ahead and searches for something Where Google believes that Hey, this is some match. This is relevant. The result of that is that we get to show our at. So that is how keywords working in very basic function. It matches the search terms that people have the potential customers have in order to trigger ads. Now let's look at how Google actually decides on which add, that gets to show. So we decided. Okay with how does Google decide? Well, we could watch Google and see Google as one big digital auction house. And it's not really your classical auction house where you said in a certain bill, and then someone is going to have to be over that, and then you have to pay that some No, no. When you set your maximum bid, that means that that is the maximum amount that you are willing to pay. Okay, so you're only going to be paying right above your competitors, that's all. And if your bid is too low than the competitors is going to win now, let's look at that more in depth. So here we have Google ads, right with the correct colors and everything, and here we have the search term. The search term is bags that saves the planet. Now, in order for Google to know which add that it's going to be showing its first going to be looking at all of the different available keywords from all of the different people, or rather from all of our different as we like to call the competitors. So it gathers all of these different keywords that Google deems that. Hey, all of these are relevant to the search term bags that saves the planet that all of these keywords have on add that is connected to them. So how does Google decide on which add to show on which one of these keywords to pick? Well, that's very simple. This is an auction house, right? So all of us have been bidding for our keyword, right? So when we're bidding for a key where we're saying, Hey, I'm willing to pay this much maximum In order to show this ad that I've created and connected to my key word for these search terms, we're gonna talk about how Google decides. How do matches certain and keywords in a bit. But right, that is the bidding system. And off course, Google is gonna look at all these and say, Okay, I see your bids. And of course, here is our highest bidder. So that hires bidder gets to show their ad. Okay, so in this sense, we could look at all of these keywords as items and we are bidding for our items. However, when Google decison what add to be showing, Google collects all of those keywords that they believe are relevant to the search term and then ceased to miss one big keyword that everyone is bidding for. Okay, so then they from there, look at who is the higher better? This is the higher speeder. Okay, so we are going to allow that person to be showing their ad for these search terms. And this this goes Maurin, that there's more to this serious, the quality score, their their ranking factors there different match types that decides on the relevancy. And we're going to go through that later on in this section. So there's a lot of good is in here. But this, in a nutshell, is how Google ads work, right? It's one big, beautiful digital auction house. Now what we're also going to be going through and talking about in this keyword section are going to be matched types. No match types is basically telling the Google Google algorithm how relevant or how widely . We want them to match or key word to the different search terms. Right? So there are four main different matches. We have broad match, broad match modifier phrase match an exact match. Okay. And starting from the top broad match Desta broadest off the mall, that's gonna match it with as many as possible. We're gonna go through this way, way more that this is just an overview and down at the bottom, we have exact match. An exact match is going to be the most precise off them off. And in an upcoming lecture, we're going to go through them, all of them, how they work, how Google calculates what they're gonna match for and also what to use in which scenario. Now there's one more match type and that it negative match types and negative match drives are very exciting because you get to exclude keywords, so negative match types are going to be your main forum off up the by station for the coming time. It's going to be something that you want to do regularly, and we're going to be talking plenty about negative matches and how to use them looking to the right you can also see I've used to keyword reusable bags, and each of these different matches have different science that you need to use for your keywords in order to signify which matched. Checked if you want to be using now, we're gonna talk way more about this in an upcoming election. And finally, let's look at the three step process on how you want to handle and treat your keywords. So step one. You want to do your keyword research step to you. Want to do your key, were planning and step to your keyword organizing and to get a brief look about these because these are what we will be talking about mainly in the next few lectures. One keyword research We want to know, where do we find our key worth and what type of keywords to find Now I know there's a lot of very easy keywords to grab a hold on. For example, if we're gonna sell reusable bags who might sell environmental friendly bags, eco friendly, back cheap bags and buy bags now, it said, those are all very easy. But there might be more complex searched her more complex keywords for you to find that has a way, way, way lower bid. But ah, higher profitability, right? That's gonna be exciting. So let's say that someone is searching for the best way to reduce plastic. That might actually be a key word in a search term that you want to show your ad for. But that's where things get a little bit more complex. And that's where we start talking about how to treat that kind of keyword research and how to use that information. Now, in key, were planning. We're gonna talk about the different match types we have targeting, which is basically by reusable bag or a cheap reusable bag or whatever that is very direct targeting. We understand their intent. Then we're targeting accordingly to their intent. Now, the second ways peripheral keywords now, the peripheral cures were going to be the in direct targeting. Okay, so, for example, how the best way to reduce plastic? That would be a peripheral keyword to match. And I'm gonna show you how to treat and test those and how much of your budget that's worthwhile to be spending on this kind of experimenting. And then finally, we're gonna talk about organizing and we spoken about organizing before when we did our ad groups, and we want to organize things dramatically. However, we haven't spoken about how to organize a massive amounts of keywords when things really start to grow and get big. We also haven't been talking about what kind of themes to be looking for. We know the categories. We know all those things. But we don't know when we have our actual keywords, what to look for and what's actually worth while to differentiate between different themes . So that's what we're going to be looking at in keyword organizing. So keyword research, planning and organizing. That's gonna be the three upcoming lectures that were going to be looking at, and we will be returning to these within this section. The reason that we're not going through all of the key word researching one going. All of the planning and all of the organizing and one go is that in order to do proper keyword research, you need to understand how we're going to be doing the planning and also how we're going to be doing that organizing all of these steps are dependent on each other's. We're going to review them look through them and then we're going to be going more in depth in a couple of certain off these steps as we go. So I'll see you in the next lecture where we'll start talking about keyword research. See you there. 41. Keyword Research: Welcome back in this lecture, we're going to be talking about keywords research, and it's one of the most important things that will be doing to set the foundation to have successful ads. Now, if you don't do your research properly, you are not going to be successful with your ass. And with being successful. I'm talking about being profitable, so we're gonna learn more about it because keywords are a big deal. So we're gonna learn it step by step in an easy fashion. And that next step is keyword research. Let's dive into it. Welcome back to the world off power points. Now, let's get a proper understanding of keyword research because we're gonna need it. And we're we're gonna go through a couple of different ways to do keyword research later on in this section. Okay, So keyword research. What is the goal of doing keyword research? Well, it's just like the name implies. It is finding profitable key. Worse, probably thinking, adopt. But profitable keywords came in many different things. A lot of you I understand or thinking about getting more click through rates or getting mawr impressions. But in the end, the goal remains the same. It's all about getting our profits up and because getting our profits up is the only thing we need to concern ourselves with. We're gonna look at a couple of different tactics that not a lot of people understand when it comes to doing our keyword research and getting results from that now, before we get ahead of ourselves. We understand the keyword research is about finding the profitable keywords. Right. So what is that that we want to find from our keywords? So what is it that we're actually looking for? Well, one of the first things that we're looking for is going to be estimated volume and costs because this estimation of volume and costs are going to be deciding up. How popular is this? Keyword is going to be showing for enough people. And of course, the cost is going to be worthwhile. Now, depending on where you are in the sales funnel, that is going to depend on how valuable that cost is going to be. We're gonna talk more about this in a second, but estimating your volume and your cost is something that we're going to be doing in the Google keyword planner and we're going to be spending quite a bit of time in Google. Keyword planner. It's a very strong, potent, too, and completely free. We already have it within our Google ads dashboard. Now, in order to do proper, valuable and long term keyword research, we need to understand our customers right we need to get in the mind of for customers. And chances are that you might already have created a buyer persona. If so, fantastic, you're going to want to review the buyer persona now because different customers are going to be acting in different ways, right? No customers the same, especially when it comes to doing Google search ads when we're doing search ads, that implies that we know and can create keywords that are going to match their search terms well, the thing is, everyone searches differently, right? And also everyone is looking for different things, even though your product might be the result for all of those different terms. For example, someone might search very straightforwardly for by reusable bags. Well, that's very easy, isn't it? We understand their intent. We understand what they're looking for. If we get to show our Adam if they click, and we have a price that they find reasonable. And they like the product. They're gonna buy it because the intent is very clear. But this is where it gets more interesting. Some people are going to be searching for things like change everyday item to reduce plastic. Quite a long search term, right? But if you look at the idea behind the search term, we can see that someone is looking for an everyday item to reduce plastic. You know what your reusable bag, or rather, are reusable bag is going to be the answer for that, but they are necessarily coming here when they buying intentions. They might be coming here with an awareness run interest, right? They're interested in learning more. They might be interested in maybe buying, but we haven't invoked that desire yet. And we're gonna talk more about this in the sales funnel model and also in our keyword planning face, because a lot of magic happens there. Now look at another search term long lasting tote bags online. If we're selling tote bags and long lasting once again, that's gonna be one of those reusable bags that we are selling. But instead of reusable. They're riding long lasting. So as we can see, a lot of people are searching in a lot of different ways. One of the best ways to understand how people would be searching for the product you're trying to advertise for is simply to ask someone to search for your product and then watch them as they do that search. This is very interesting. Don't give them any clue. Don't give them any hands. Dont condition them with any information beforehand. Just asked them to search for your product and see what they would be searching for. You will gather a lot of information this way, but we're also gonna look at, of course, a lot of more techniques and future lectures in order to learn how to find these profitable keywords. Now, as we can see to off, these searches are very clear. We understand their intentions. We understand what they want. Pretty much what we need to do is place your product in front of them and there would be very likely to buy, now the other to change everyday item to reduce plastic and eco friendly life changes. These are much further away rights, so what we're gonna talk about in the next point here is going to be the top off the final key words. Now, in order to understand that we need to look at the funnel and we spoken about these earlier , too. If you've been going through the entire course is that most people this is called a sales funnel or a buyer's funnel is that most people go through an awareness face than an interest face a desire face and then on action. And all of us go through this in different speeds and at different times. But we all go through this and one where another before we take our action. Know what's interesting here is that these simple search terms that you and I can make up very, very easily, such as by reusable bags. Those are at the bottom off the funnel right there, already ready for action. They know what they want have already set their intention and ridding it by reusable bags. Very simple there already in action mode. But what becomes more interesting is when we're looking at searches such as how to reduce everyday plastic or a night and to reduce plastic that We're looking at these other levels off the final, such as that wearing this interest and desire. Now the interesting thing with this is that as the funnel goes down, the intention goes up right. The people of action there are very intent on purchasing. But that also means because people are so intent on purchasing at the actual level. That also means that a lot of people know this and a lot of people are willing to be very high. But when you look further up in the desire, interest and awareness level, people aren't necessarily going to be very aware off those levels, and they're less likely to be competition. So if there's less competition, that means that we're not going to be bidding as much to win the keywords to win those search terms. And if we're not bidding as much, that means that we have lowered one off the necessarily values in order to be profitable, right. So even though we might get customers higher up in the funnel, that might mean we get lower and less converse Shal. But still we might pay so much less per click that our profitability skyrockets and remember, it's all about increasing profitability, right? We're not looking at conversions. We're not looking at click through rate. Those are interesting and important. Don't get me wrong. But in the end, what we're looking for its profitability and also what were going to be focusing on is looking at these different re levels off the funnel. Because the bottom level, you already know how to do by this or sale blah, blah, blah or, you know it might beat by tote bag line by reusable bag online by non plastic bag align, whatever it might be. But all of these levels are in the invaluable, but with different intentions, different search terms and hence different behaviors and, in the end, different costs. So this is one of those things that will be exploring further how to look at those different levels to be experimenting. And are there going to be profitable keywords here? How much will they cost? How much will they actually convert? Water? My profits? And how much of my budget should I be spending on this? That's gonna be in upcoming lecture now, another way that will be doing keyword research and is going to be one of the most valuable ways, along with getting into the mind set off our customers is going to be spying on competitors . And you'd be surprised. There are a lot of different ways to spy on your competitors out there. All of the information is online, and there are some tools that you can use in order to see what are the key words they're using? How much are they paying for those keywords? And most importantly, where are they sending that traffic? Okay. And when we're spying on competitors, we want to spying competitors who are selling the same or similar items as we are. Otherwise they would be called competitors. So what? We're mainly looking at it. What are they bidding on? What are the key words you're bidding on? A using. And where are they sending that traffic? So, for example, if we understand that they might actually be riding a lot of Compton for their website and they're targeting people further up in the funnel. Well, that might tell me that. Okay? So people who have an awareness or our interests are very likely to convert in the end. Why otherwise would they be spending so much money targeting those kind of people. And, hey, look, that cost per click is very low, but they're still putting in so much money they must be very profitable in this level. So we're going to beginning a lot of tips and tricks from spying on our competitors in order to know what to do our next step. Where to get our key worth, how much to possibly be bidding, estimating our value, estimating or profit and also understanding. Okay, how are they handling their keywords? Where are they sending their customers? Are the riding content or the offering something for free, or are they directing people directly to their sales page? Ah, lot of valuable information, and that's going to be in an upcoming lecture. So to summarize, in order to properly understand keyword research, we need to know the keyword research is all about profitability. Doesn't matter how much you're paying for a key or doesn't matter how little you paying for keyword. In the end, you're looking to be profitable. In order to be profitable, we need to know the estimated volume and costs. We need to know where to find her keywords in order to know where to find her keywords. We need to understand our customers spy in our competitors and then off course, in upcoming lecture, we're going to be looking at how to find those customers further up in the funnel and then later on, how to spy on our competitors to do some nice, serious keyword research and get results. Okay, See you in the next lecture. 42. Keyword Planning: Welcome back. Now, in this lecture, we're going to be talking about keyword planning, and in this lecture, we're going to assume that we have already done our keyword research. Right now, we're gonna look much deeper into how to actually do the keyword research and find are profitable keywords. But in this lecture, which is the second step, we're going to assume that we have already done or keyword research so that we can understand how to do our keyword planning. So what is keyword planning? What does it entail? And why do we need to put our time on it? Let's find out. All right, So we have done our keyword research, and we have found a bunch of keywords. And with those keywords, we already know the estimated value, and we also know the estimated volume off them. All right, so now when we have this bunch, it's time to find out what we're gonna do with them. We need to plan ahead on how to be using them so that we can, in the final step, start to organize them. But we can't organize anything that we haven't planned for yet. All right, so what do I mean, with planning. Well, first of all, we need to be looking at our bidding strategy, and our bidding strategy is going to be vastly different compared to if we have zero data, we're going from scratch or if we have some background data on what I mean with that is that most of the time we're going to want to use manual CPC, right? We want a bid manually for each of our keywords. That's the whole point. But if we have a bunch of data in the background, we might want to go for something like target. C p A. Or Target are away. Yes, which we have been speaking about earlier already. Now, our bidding strategy might be something like, We know that if we get people to this submission form, we're gonna have a high C p a. And we understand already that with a bidding strategy, if we can find the correct strategy, we're gonna have some higher profit. And that might need some split testing as well. We might want to do our own, campaigned your manual secrecy bids and split test that against a in Hans CPC one at Group of Beach see the results. But anyway, a big part of the key word planning is understand which beating strategy that we will be using and the further ahead that we get with our data with creating more campaigns. Agra Finding More Key Worth the chances of using a automatic bidding strategy increases If we're in the beginning, we're gonna would go with manual CPC anyhow. Now next up. And this is a really big deal. We want to be segmenting, are targeted and are peripheral keywords. Now do you remember what the target that M peripheral keywords were? So let's take an example it target that keyword is when we know the intention off the customer off the person who is doing the search so it target the keyword or keywords might be, for example, by reusable bags for long lasting tote bags online. Remember, so way understand the intention off these key words. We know what they want, and because we know what what they want, we know where to send them as well. We have a purchasing intention right now. If we contrast that with peripheral keywords, they are a little bit different. They might be something like change every day, Iike them to reduce plastic or eco friendly life changes. Now these are higher up in the buyers funnel, and we're gonna go through that more in upcoming lecture, but also more in a little bit. They have a different intention, right? They are looking for something, but it might not be a product. It may primarily be educational content, but that just means that they're higher up in the buyers funnel. And they don't get to understand that your product might solve their problem. So why do we want to segment these type of keywords? Well, that is easy. That is because it targeted keyword because we know they're buying intention. It's going to be more expensive and most likely way more saturated right, because everyone who sells something want to find customers who are willing to buy. So while the targeted keywords might be as how you say $7 per click, a peripheral keywords might be $0.5 protect that's 50 cents per click. They see huge cost difference, and this is where the magic happens when it comes to digital advertising. What when it comes to becoming really profitable with Google AdWords because if you can understand peripheral keywords and really grow with those, you can become profitable in a way that other people aren't, because most people in most companies even and even most marketers will go for the targeted keywords. And you should, too don't get me wrong. But I also strongly suggest that you learn how to find profitable peripheral keywords because that is really going to set you apart. And if you have clients that is going to skyrocket their business or your business, but it might take more time, so we're gonna talk about that as well. So looking at the target that in the peripheral there are also different levels in the target that is going to be that we understand their intention now. Do you remember the buyers funnel when they are targeting and they have a purchasing intention, they will be at the bottom right, so that means that is going to be the most expensive. But it also means that as we climbed higher up in the ladder, getting further and further from their action intention, the cost per click is also going to be going down because they will be a harder customer to convert. Right? So we're looking here now, a key word that is deemed towards someone who s on action intentions might be $7. Someone with a desire. $1 interest, 0.5. I'm wearing a 0.1, and you might be finding your extremely profitable keywords at the desire level, for example, Or it might be at the awareness level. We don't know until we start experimenting. And the truth is, a lot of these aren't even going to be profitable. But that is why we need to assess our budget along with some experimentation, because that is the only way to grow as advertisers and for our clients. But then we post the next question, so okay, $7 front action. That's very easy to have a purchase intent. That means they want to buy that product that they're searching for. So we're going to send them to the product page. Easy, PC. Right. But what about the different levels? What about decide your interest and awareness? What about those? Because they don't yet, at the very least, have an action intent. They don't have a purchase intent. Well, this is where things really become next level because this is where we need to start creating educational content. Why? Because once again, at the bottom level they have a purchase intent. So we send them to our product page, and then they have the ability to buy. It's very straightforward, but at the upper levels they're looking for information for something, right? And when they're looking for information for something, we need to have educational content created for them so that they can learn. And I mean proper content where they get really value. And once they get real value, they might understand because the text should be according to so a swell that your product might really help them out. And this is where the peripheral t were. Strategy can start to become really profitable, right? But of course, creating educational content takes time. If you have educational content on your website already, you're going to want to evaluate that and then start to look at where does this go into which segment? Okay, it's going to be peripheral, right? I understand that these different articles can have peripheral keywords. But where in the buyers final do I match these? And how do I find keywords that is going to match them into this part of the final that goes to this part of the website or this part of the article while we're gonna talk about that deeper and also what kind of surgeon that goes, who were in the buyers final in an upcoming lecture. So we have a lot of fun things ahead of us, a lot of fun things to learn. But if you don't have any educational concept, what I recommend that you do is that you use up work or fibre. Now I'm gonna put both up work and fiber in the resource is and what they are. They are a platform where you can hire freelancers of riders to be doing content for you, because even if you're a very talented writer, it takes time, and it takes a forthright and you should be spending that effort into building up your business on or creating your ads. Depending on if you are, for example, a business owner or if you're running a digital marketing agency in either way, you're not going to want to be spending your time in creating these kind of articles. Let the professional. To do that and paid them for it is going to be well invested money. So let's talk a little bit about the budget now. What I recommend as a general rule is to put your budget in on 80 20 fashion. What I mean with that is that 80% of your budget should go towards what is already working . Scaling that, optimizing that 80 presents, right? And if you don't have anything right now, you're starting from scratch. I recommend that you put 80 to 90% into targeted keywords. Why? Well, because targeted keywords are going to be working. We understand their intention would just need to figure out our bidding strategy and proper intentions proper keywords to To aim at those intentions. Find those gold nuggets. But the real gold nuggets are going to be in the peripheral keywords. So that is why I recommend 20% of your body to be experimenting and experimenting is going to be finding and using the pre folky. We're sending them to the educational part of your website and then looking at the conversions and ultimately looking at the profits right, because almost certainly the peripheral keywords are going to be having lower amounts of conversions, but that doesn't matter. What we're looking for are the highest amount of profits, right? So because there's so much cheaper, chances are that might be way more profitable than the target that wants. Not because they have more conversions, but because they are cheaper and the contrasts are higher and then, finally, unimportant. Part of the key word planning is understanding. The different campaigns are going to be having different competitors. So, depending on, for example, if I am putting out an ad for a bag or for a beauty product, or maybe steal mug or whatever, it might be that those are going to be different product. That's going to have different bidding strategies likely different ad groups with different keywords, which are going to result in different competitors. So that means that on important part of the planning is going to be scanning different competitors on what kind of keywords are they using, how many off their ads are going towards target that are going towards peripheral? How much educational content do they have? How many ads do they create towards adds that goes to their educational content. What How are they strategizing? What keywords are they using? Etcetera? Different campaigns will have different competitors, which demands a different planning, right? So that means maybe I should be using a different bidding strategy. Maybe I should be segmenting differently or focusing more on target. There are focusing more pre fall because, hey, these keywords or this niche is really, really, really saturated. So I'm gonna focus way more on peripheral here and spend some money and experimenting in there. So to summarize the planning face when it comes to key, words are going to be understanding what sort of bidding strategy that you want to use and that's completely dependent on your data. In historical data, you're going to want to segment your target and MPRI for all keywords, right? You're going to want to look at your educational content and see if it's worthwhile to create new ones on what kind of peripheral keywords to be sending people there, spending your budget 80 20 and then looking at your campaign, looking at your competitors specifically for these strategies for these keywords that you have found through your keyword research. So now we have we have a basic understanding of keyword research. We have a basic understanding of keyword planning. Next up, we're going to be learning about keywords organizing. And then as we continue on in this section, we're going to dive deeper into the so we actually get to do some keyword research. We get to do some property we're planning, and we're actually get to do some organizing, right learning by doing, see in the next lecture. 43. Keyword Organising: in this lecture, we're going to be talking about keyword organizing Now. Keyword organizing isn't basically another name for how we're going to be organizing our ad groups, right? How? What kind of themes will were preparing them with? How do we keep on eye on them? How many keyword should go in each group? How do I know what a good theme these are there other kinds of themes and categories to theme them by? Let's dive deeper into keyword organizing. Welcome back. So let's dive into keyword organizing, which is basically how we're gonna sit up our ad groups. So first of all, how do we organize? Well, we've spoken about this before. We want to organize by theme on what you mean by organizing by theme. It means that all of the key words that makes sense for a single ad needs to be placed in one single group, and that is called an ad group, right? So whenever this ad is triggered, we need to make sure that every single keyword that has the possibility off triggering a certain ad needs to be thematically related. They need to make sense to that surgeon. That's now we can have a lot of different ads, a lot of different keywords, but we need to organize them so that they match right and we're going to be organizing by theme. Now let's look at some possible organizations and scenarios. First of all, we know we have our ad groups, and within every ad group, we have a bunch of keywords, right? So what are some themes we could organized by? Well, one of the themes would get organized by our funnel locations. Now we've been speaking about the buyers finals with sales funnel, whatever you want to call it. And we know we speak about the iDot model, which is awareness, interest, desire, action. Right. And those are four different locations that we can be targeting people. But those four different locations are going to include different bids, different search terms, different intentions and, of course, different values. So let's look at how it could be organizing accordingly. Now, for example, what we could do is that we could create one ad group that is dedicated to the top off the funnel, and the top of the funnel would, of course, be awareness. So there's going to be certain keywords that we want to make sure our on the awareness stops. And we also want to have certain strategies for that and make sure that we aren't bidding too high, right, because these are people who are very far away with their buying intent and also these air people who is going to be sent to the educational part of our website, where you get to learn about whatever problem they've been searching for. Now we could also send them to the middle of the funnel. And these are gonna pose differential students gonna be different search terms, different price values and probably different content to be sending them to. We could go to another level off the funnel. Remember, we have awareness, and then we have interests and desires, and maybe one is for interest. One is for desire, and we could organize our keywords accordingly in the ad groups. And then, of course, the bottom off the funnel, which is going to be where they have the buying intent. So that's one way to organize our key words right now. Another, which organizer keyword would be for relevance and relevance, would be, for example, let's say that someone is searching for how to save the environment well, how to save the environment. There's going to be a lot of different product with a lot of different keywords that can match that search term. And that means that we need to create one specific ad group for that. And that is called Relevance Organizing because they're all relevant to that specific search term, right? Let's take another one, Let's say, a plastic ways solution. Now how do we find keywords to match those? Well, there's gonna be a lot of different products, a lot of different keywords that goes with those product. And then when we want to create one ad group that matches that search term, do you see how organizing really makes sense and really becomes important for the success off our ads entirely? Well, let's say discount. Maybe there are people who are looking for a discount. So let's say they were selling reusable bags. Well, who would be looking for a discount? Probably some people with very few money. So let's say that we have students who are looking for a discount because they're studying . They don't have a lot of money, So if we would be creating an ad with a specific discount may be targeted towards student that could become very, very popular. And now we're really getting into the psyche off for a potential customer. And then we could have shopping bag replacement as an example. And these are all of relevant right now. A shopping bag replacement could be many different type of back. It could be a miche bag to be a recycled bag. It could be a cotton bag. There's a lot of different products, which means a lot of different keywords. They're going to be relevant for these search terms, and that is relevance organizing. Now this isn't an exhaustive list. We're only going to be limited by our own imagination and our own ability to put ourselves in the psyche off our customers. And also, of course, by the day that that we're getting an understanding. Let's take another example. And this is the most popular example of the mall, and we've been looking at website, and pretty much the category will already be put out for us, and this will usually be targeting at the bottom off the funnel. So let's say reusable bags if someone is searching for reusable bags, especially if they have the word by in front of them. They're probably going to be interested in buying. So let's have one ad with keywords specifically targeting reusable bags because we can have a bunch of different reusable bags. Could have read re reusable bags We could have cooked in reusable by recycle reusable bags , etcetera, etcetera. Let's say tote bags. There would be another type of bags that people might want to be searching for, and they could have many different categories themes, callers, materials, sizes, etcetera, etcetera. And we need to have ah, specific Algroup for that because there is going to be unique keywords for that specific category. And let's take another one mesh bags or we could have neon bags. You see, the category can be really wide, and at first we're going to need to try to understand the different thematic Aled groups specified by their differences. Write the theme is going to be based on their differences. So, for example, a tote bag would be different from a handbag. Now that is a thematic away difference. And as we can see all of these different themes, the funnel occasion, the relevance to category. They also kind of blend together in themselves. So reusable back tote bags, miche bags, neon bags they could all be a different locations off the funnel. They could also have very different relevance is and they are different categories saying with the relevance is they can have different categories can be at the different funnel locations it said, etcetera. So we're gonna need to look at how do we want to organize our keywords to have the most contrast in the differences and then see what the data says? If you remember in an earlier lecture, we spoke about seeing that, Hey, the steel products are really working. Then we will consider Oh, let's create a new ad group for the steel product and then see what the data is on that So that would be a way to find a new category and try it out, see what the data says and then optimize, optimize, optimize. And then for the final question, how many key? Where should I have in each ad group? And I recommend that you put 10 to 25 keywords per group, and the reason for that is that is a pretty reasonable default mode to get some good information, some good data on the keywords that we're using, right? And I recommend that you start off with a few groups is, say, four ad groups off course. We're going to be limited by our budget. But we need to understand also that if we curate on ad group with a single keyword, we're only going to be getting data on that keyword. Is it working with not working? And if we create a Nagra would say 100 or two or 300 keywords, it's going to be so spread out the rotation that the Google algorithms are going to be doing to trying them out out there. We're not going to be getting any saw. The data off Hey, there's a big contrast here. Hey, this one is getting a lot of volume. This one is getting a lot of at conversion or a lot of clicks to hit. This one is really profitable. In order to put new ad groups trying them out in different themes and see how we can further optimize and down the line, we're gonna find a lot of anomalies and these were going to be high performance and families, which we want to put together, putting to one single ad group. And we can just call them high performers, right? So there's a lot of different ways to be organizing. Then we can look at the high performance to see which one is the top performer off the high performance group. So a lot of different ways to organize our keywords to create our Ad Group LTD. Onley by how we can create the most interesting contrast and the day that it will be receiving and seeing what it's actually working. Oh, hey, there's a theme here among the products that's working. Let's create a new ad grip up around that theme and then run some ads and see what the data is saying. So this is how would your keyword organizing Now, further down the line, we're going to be looking at things like how to add in or keywords in Excel documents and then organize them from there. But we haven't actually gone ahead and started collecting are keywords from our keyword research yet, and we're going to do this. But before we do that, we need to learn some more things about keywords, more specifically about the different match type. So in the next lecture, before we do a keyword research, we're going to be learning about the different match types of see in the next lecture. 44. Match Types: Welcome back in this lecture. We're going to be talking about match types and match types We've been touching on them before. They're a big deal, and they're pretty much gonna make or break the success off you, matching your keywords against other search terms. Let's dive into it. So welcome back to the world off power points. Now let's start into match type, really understand what they are, how they work and how we will be applying them right? You might remember them from before we've been touching on them earlier. It's the broad match too broad, much modify your phrase match exact much and the negative match. If it rings a bell. Well, that's very good news. Now let's understand how they work. First of all matches decides how you will match your keywords against your customers. Search terms. What do I mean by this? Well, if we look at the different matches, we have broad match that is going to be the broadest type of match that you can match towards their search term. You can do a broad, much modify. You can do a phrase much only matched a phrase you can do very exact match and then the negative where you exclude. So in other words, whenever we add in our keywords, there's actually a lot more than just adding in or keywords that's going on by default Riyadh in or keywords as a broad match. So now you might be wondering. OK, so what does it mean that I target by default by a broad match? Well, let's understand all of these different matches in detail. OK, so we're gonna look at the match type the different symbols that we use in order to actually select that match type a keyword example on how it can look when it will actually trigger. And then some search term examples to really dig into this. Well, we'll start off with the default one, and that is the broad match. Right now. The broad matches symbolized by using no symbol. So whenever we add in anything whenever we had in any keyword, that is by default a broad match type. So if I want to assert for, for example, reusable bags, we're adding the keyword reusable bags as a broad match type, I will just riding reusable bags. Well, when does broad match types trigger? This is we're getting to the needy, greedy of things. Well, it's gonna trigger on sooner. Names, on related words, variants of the words and then different words, different phrases, different concepts in different matches. So just like the the match type name eludes to, this is the broadest type off match. Now let's take some search term examples. If we used the key were reusable bags, and we use it. It's a broad match type. It could match to, for example, reusable accessories, earth friendly items, high quality Cottam bags and eco shopping baskets. Now this is a little bit mind blowing if it's the first time we're digging incidents, because you might notice that we are using the keyword reusable bags. But, they add, the keyword might still trigger an ad for reusable accessories. Why is that? Well, that's because in the Google algorithms mine, all of these different search terms are synonyms or are re later or are variety or somehow matching towards our reusable bags. Right. So as you can tell, if you want to match something specifically, the broad match type is really not the way to go. But this also lose to the classical Google traps right. It's no surprise that this is the default mode when you're riding a key, where because this is going to match the absolutely most broad match type that you can find towards other search term examples. That can be a blessing in the sense that you might be able to find a lot of interesting search terms where people find, unlike your ad. But the curse. The Khan of that is, of course, that is going to be much, much, much less specific. Okay, so we understand that the broad match type is going to be the broadest off the mall now, even the things such as earth friendly items, right? So it might think that reusable means earth friendly because you can use it again, so that would be a synonym and items might be assuming into bags. Now, when it comes to search terms and broad matches is completely going to depend on the day how Google will be matching your broad keywords together with the search turns. Because this the broad match type is being updated all the time in the search terms. That it matches with that is gonna vary a lot, right, So this is probably or by far the most open and most unpredictable match type of them all. Now the next one are broad match modified, and I really, really like this one because this is a sweet spot between keeping things open and still retaining a sense of control. So in order to use, they brought match modify. We're gonna put a plus in front of the key word. So, for example, if I put a plus in front of reusable an A plus in front of bags, then we would say that both these words both these keywords are broad match modified right ? As soon as he used one plus in front of in a single word Dad Countess Abroad Match modified . So let's look at the triggers to really understand how it works well, it's going to be triggered when the chosen word is included, while still allowing any other term to be matched in any order. So let's look at some examples. So, for example, we could be matching with high quality reusable Cottam bags, shopping bags, reusable or bags online reusable. Now, how come we're matching with these walls? Well, first of all, let's look at high quality reusable cups and bags because we put a plus in front of the reusable. That means that as long as the word reusable is included, it doesn't matter how many words this added in the back were in the front as long as that word is included. So since we put a plus, we added in a broad, much modifier on both reusable and bags. That means that both these words needs to be included, but still any additional word. Whatever they might be a slowing its Google considers invalid, it's still going to be completely fine. So high quality reusable Cottam backs is going to be fine. Even though we aren't targeting for high quality or cotton. It's still fine because we have the word reusable and the word bags included similarly shopping bag that's reusable Now remember, bag or bags is still going to be fine by Google because singular or plural is still going to be considered a match. Okay, so the broad match modifies one of those sweet spot When you want to make sure the words are included, the actual keywords are included, but still stay open enough to allow your customer to adding whatever they want in the front or in the back. So this is one of those really sweet spot that I like to use. Not next up is phrase matching. Freeze matching is symbolized by using quotation marks like this. So it would, for example, looked like reusable bags within the quotation marks. And this match type triggers when the phrases match as quota. Additional words can be added in front or behind right, so that's very interesting. As long as we put in the quote, that means that that phrase needs to be in place. It needs to be matched exactly as added in the phrase, and you can still adding any words behind or any words in front. That's fine. But that very phrase, no matter how long the phrase is, still needs to be intact, right? So any time we put quotation marks and the keywords that means that they are, they become solid, right? You can't break it. So the difference between a broad match modified and a phrase match is that the broad match modified as long as you put a plus in front of the key word it can add in any types of words in the front or in the back, right off those words. But when we're using phrase matching, that means that whatever is in those quotation marks that can't be broken. That's gonna be solid chain and brought much modify. Isn't the solid chain that can add in and change the order and modify it however they want ? But it would phrase needs to be exactly ask quota. Okay, so some search term examples would be discounted. Reusable bags, reusable bags, online shop, best prices, reusable bags online. It makes sense, right, because the word reusable bags are always included here. Discounted reusable bags, reusable bags, online shop Doesn't matter if the quotation, if the phrase matched keywords or in the middle or in the back or in the front as long as they are intact. That will be considered a match when it's matched up against the search terms. Okay, so phrase is going to be one of those when you want to make sure that hey, this phrase is targeted much more. Exactly. And speaking of exactly, the next match type is actually called exact match. Okay, and that is symbolised by using the brackets to frame that keyword. So, for example, reusable bags and then just putting the brackets on the side. And that is going to trigger when exact words within the brackets are match. Misspellings and very close variants will still match Now back in two days. A couple of years ago, when you did a exact match in anarchy where that would be an exact match, it was very different. So even if someone did a typing a typo or spelling error, or if you had a single our word and someone wrote them plural, meaning instead off, let's say that we have bags and someone wrote bag, then it wouldn't match because this would be an exact match Onley match on those that are in the brackets. But today it's a little bit different. Google has opened those limitations up a little bit, and now it's still the most exact match time. But you can have, but it's still going to match whenever there are spelling errors or whenever there is a singular or plural. So, for example, some search term examples gonna be reusable bags. Well, that's very exact this and it's reusable bag because that's the singular and then reusable back for the typing error and reusable bags with two G's here because those spelling errors will still be fined by the exact match. Now, don't get me wrong. The exact matches still great when you are looking for exact matching. So the benefit off exact match are being very precise with your targeting. If you know exactly what you're targeting and especially if you want to differentiate from something else that might be very close by then, exact matching is a perfect way to go now. The consequence of that is, of course, that it doesn't leave much open for the imagination, doesn't leave much room for others to add in. Worse, that might be valuable to you, but you just don't know what yet, right? And finally, we have negative matching, and this is a really, really important match time. It's so important that we're gonna have more lectures on it because this allows you to really optimize all of your campaigns, your ad groups and your keywords. Okay, so it's symbolized by using a minus sign, and the key word example would be, well, a minus. Sign on the word that you want to exclude. So if you put a minus sign of reusable on a minus sign on sale. Well, then, it's not going to It's going to exclude those words, right? So it can never match with anything that has those words in it. And then you can also put a minus sign on the bag and notice you. Now we're actually mixing things up. Now it's starting to get interesting, right? Because now you can see that we have put a negative much type on an exact match type keyword. Okay, so I'm gonna show you how that looks in just a second. So it triggers when search terms have the keywords excluded. Right? So whenever ended off, these keywords are excluded. The keyword my trigger and match with search term on off course is gonna be other keywords to match with. But you get the points. And then let's look at some search term examples, So bags online and discounted bags would, for example, be search terms that we could be matching with. Now, let's take a closer look at this because you might have noticed that I put a negative match type on the word bag, right? A negative match on the word bag that also has an exact match type. You can see that. That's the word bag in the brackets. So why are we still matching with the search term bags online? Well, this is for a Google is a little bit funny. If we used the exact match type, that means that a singular and the plural will still count. You will still exact match with both of them, but not when you exclude an exact match. Okay, so when you exclude when I exclude the word bag, that means that I am still eligible to match with the word bags. And this is where Google becomes a little bit funny because Google wants to keep you matched with us, many as possible, because that helps you spend as much as possible and that, you know, it improves your company. This is a business, you know, and we're definitely feeling that here. So an exact match isn't really an exact match when you are trying to match. But an exact match is an exact match when you are also using a negative matched up when you are excluding an exact match. Okay. Is this making sense? So that is why bags online is fine, but bag online would not be fine because we having excluded an exact match. Now we're gonna learn more about this as we go deeper into negative match tax because it's such unimportant part off, really optimizing everything you do in Google ads. So we've understood that match type decides how to match your keywords to search turns and the different ways they do that. Now these match types are essential to profitable ads. Now, understanding these different match type isn't going to be a plus. It's going to make it or break it because you're going to be competing with ranking foreign , targeting completely different customer, completely different keywords. Depending on how you are matching, you're also going to be spending different amounts of bids, different amounts of sums and having different conversions based on off course what keywords you're using but also how you're matching those keywords. It's so important to understand this, so some of the additional benefits to the different match types is that is gonna allow you to find new keywords, right? Because some of these match types, such as the broad match, the broad, much modify and the phrase match well whenever they matched with search terms. Those statistics on what the total search term waas that was used in order to match with your keyword is going to be shown in your Google dashboard. And this is where it gets really interesting. Because if you can find some additional keywords that people are searching for and matching with your ads, well, then you know that you need to do some more keyword research on those words, get some estimates and maybe creates a new ad groups with the new organizing. This is where it gets really interesting, right? Because then your customers are telling you right in your face what they're searching for in order to find your ads. This is solid and valuable data, and then off course, we can specify are targeting using exact matching If we really know that. Hey, this is exactly what I want to target. And you can be even more exact by removing certain words by using negative matches on certain words. So if you, for example, noted people who used the word say reusable bags on sale, well, those people tend to not buy your product. So what I would do is that I would put in negative match on the word sale, discounted reusable bags or discounted eco friendly bags. Well, those people don't really seem to convert well, so I'm gonna remove and put a negative match on discounted right away. So these are some of the ways that we can use negative match in order to make sure that we increase their conversion and increased our profit because those kind of people aren't converting. We have by then got in some data on that rights. And finally, I want to say that a really solid Google advertiser is going to be using a mixture off all of the different match type. And the reason for that is because all of these different match types are going to be offering different results. Now. We never know what kind of match type is going to work for which campaign or for which add group. So that is why it's important to use the mall and try them all out for some campaigns in Agra of Broad match broad match mother fire frieze matches just going to be dub bomb. You know, it's just gonna work like never before. Conversions are up and profits are through the roof. Right? While on some campaigns in some ad groups, that exact match is going to work wonders while in some exact match is just not gonna cut it. We never actually, no. And it's always surprising how in the dark we are when it comes to this advertising because we need the data. We need to see what is working, what is not working and optimize from there. In the beginning, using a bio persona, we get a decent starting point. But from there we need the data and a way to get and gather that valuable data is using the different match type and optimizing from there. So this is where you take your Google advertising to the next level. Okay, So strong, strong suggestion. Use all of the different match types. It's going to serve us well, now let's move on to the next lecture and dive deeper into cures. See you there 45. Negative Keywords: in this lecture, we're gonna take a closer look at the negative match type. Now, the negative match type is also known as negative keywords, so those can be used interchangeably. But I'm going to refer to them as negative keywords from now on because the negative matches doesn't actually match anything, it excludes something. So from now on, let's call them negative keywords. So you might have noticed in the previous lecture that when we used in negative keywords, we can also use match types weaken do negative keywords with a broad match type with a phrase match time with an exact match type. So that's when things get a little bit more complicated and a little bit different than our exclusion results. So we're gonna go ahead and take a closer look at that in this lecture and also touch at some other important points that we need to know regarding negative keywords. Let's dive into so negative keywords cities, and you might remember that the negative keyword is when we put the minus sign ahead off the word. Okay, so first of all, the way that we can look at negative keywords is the way off filter so in negative keyword works as a filter, right? So if there's some word that we notice that Hey, there's a pattern here or here There is a theme here that doesn't fit with what I'm doing. We can use negative keywords in order to remove those themes, not to display our ads for them. And in that way, make sure that we're not wasting money on customers who in the end, have no interest for our products and services. But before we get into that, we need to understand the different match types and how they correlate and interact with our negative keywords. So we're gonna do like before, Remember, we're looking at the broad match, the phrase match, the exact match. We were also looking at the broad, much modifying, but we don't use that for negative keywords. So we're gonna go ahead and break them down one by one, just like in the previous lecture. You some examples when they will not trigger and when they will trigger. Okay, so let's start with a broad negative keyword. Okay, Now, a broad negative keyword is going to be the basic. We don't need to add anything else except the minus sign in order to make it negative. Okay, so let's use the keyword example for synthetic cotton. So on ad will not trigger for synthetic Cottam bags. And they will also not trigger for Cottam synthetic bags, but adds will trigger for synthetic bags and cut some bags. And isn't this interesting because you might notice that had still trigger for synthetic bags and adds also still trigger for Kota Max, even though we have a negative broad match on the word synthetic cotton. Well, the way this works is that when we have two words that were put into a negative keyword, that means that they will be seen as one unit. Okay, so you might notice that we're not tricking as synthetic caught some backs. That is because we have a negative broad match on synthetic cotton, so anything that has to do with synthetic cotton will not be triggered no matter what words just put in the front, no matter what words you put in the back. If it's synthetic caught on an ad will not trigger for those search terms, right, But it was still trigger for cotton and will still trigger for synthetic So if you wanted nothing to do with neither synthetic or cuts on, but we would want to do is to make a negative keywords out of synthetic and the negative keyword out of cuts on instead of just in negative keyword off synthetic kata. Then, all of a sudden we have a negative keyword of synthetic one negative McAda, which is going to make sure that the synthetic and the Carter are not able to be displayed , and the ads would not be triggering for those works. OK, so that is something to keep in mind whenever we have several words into one negative keyword. So next up, let's look at negative phrase matches. Okay, so let's use the keyword example custom reusable, and we always put the negative. In other words, the minus sign outside all of the other side, so there's always a minus sign first, and then the quotation marks are used, keyword and then end quote. So let's look at how this work. The ad will not trigger for custom reusable bags. They will also not trigger for by bags custom reusable. Okay, but the ads will trigger for reusable custom bags, custom bags and reusable bags. So how does this work? Well, if you remember how phrase matching works, that means that the phrase is non interchangeable. That means that the phrase everything that is in the quotation large are become one unit. They are stable. You can't switch to ordering them in any way. So when we're using them as a negative keywords, this same thing holds true. That means that custom reusable bags will not have ads triggered for them. But if we change that order into reusable custom bags, then adds Camba trigger for that keyword because we are only excluding the exact phrase. Okay, that is what a phrase match. It's the one we're excluding. A free smash were Onley excluding that order in which they are in the quotation marks. Okay, so that also means that you can take out a single word such as custom steel, and you can show your ads for custom bag also for reusable. So for reusable bags who have your ad shown? But whenever you have the worst custom reusable, so no matter if it's custom reusable bags or bags that are custom reusable, etcetera, etcetera doesn't matter what word for putting the front or in the back s so long as we have the custom reusable in that phrase, the ads will not trigger. Okay, so let's look at exact negative matching. Okay, so let's use the keyword example handmade bags and notice. We put the minus sign first and then the brackets so the ads will not trigger for handmade bags. Interesting, right. But it will trigger for reusable handmade bags, custom handmade back handmade bags for safe, blah, blah, blah, blah. It will trigger for a whole bunch of worse, because the Onley single keyword that they will not trigger for is going to be handmade bags the end right now. If it's a normal exact match, then an exact match will still function for plural or singular. But when it's a negative exact match, it's not interchangeable, is that then? It's a true exact match. So the Onley word that will be excluded in the negative exact match is going to be the words within the bracket. So the Onley excluded keywords here will be handmade bags. OK, so as you can see, just like before, broad covers the most keywords. It means it excludes the most keywords. While exact excludes the least keywords because it's still the most specific, right? So the match type works pretty much the same. It's just that instead, off matching with other words we are removing from other words, that is the negative keywords. That is what they do. They removed, they exclude. They work like filters. All right, so let's dive a little deeper into this. So for specific words, the broad negative is always the way to go. Okay, so let's take, for example, that you notice in your search terms that a lot of people who end up on your product pay have been searching for things like discounted reusable bags, reusable bags on sailor free reusable bags. And you might not have discounted back. You might not have bags reusable bags on sale. It you certainly are not gonna have free reusable bags, right? So that means that we're gonna have to find those very words that we don't want her adds to trigger for, such as discounted free and sale. Okay. And then we're gonna want to make in negative broad list for discounted sale and free. So that's gonna make sure that we find a much more specific audience and customers. There's going to be interested in your products because if you're looking for a discount, you end up on our product patient. You're and you don't find a discount. You're not gonna be happy customer, right? If you're looking for a sale and there were not offering a sale, but our ad is still triggering, you're not gonna be a happy camper Want to buy? And especially if you're looking for free, you end up on a product taste, There's nothing for free. Then guess what? We just wasted money and someone else's time. So that's not a good way to go. So negative keywords is really the way to go. We need to filter our customers to make sure that we get the targeted customers that we are looking for. And we're also gonna need to learn when to use which negative match type. So, for example, we might notice that we have created educational content for a specific keyword, and we are it's a peripheral keyword and we're sending people there. But then we notice in the search report that a lot of people are actually having our ad pop up on these search terms reusable bags. Now we want to show, whereas for usable back. But we might not want to show this specific ad for reusable bags. So what we would do simply would perhaps be to make an exact negative keyword match to make sure that that would specifically doesn't trigger this ad. But we might have other ad groups that would trigger that ad step make sense. So that means that we will be guiding the customer. We will be guiding what Google allows our ads to show in order to increase the relevance that that the correct customer gets to the correct content. So if they're looking for reusable bags, we're not going to send into a content patient. We are going to send them to our products page right and the people looking for content. We're going to send those to our content page, and by using negative keywords, we can feel through those by understanding our search reports. In the next lecture, we are going to look at our search report and some other tools in order to understand how to find her negative keywords. So that brings me to the next term. We are going to want to find our negative keywords, and there is a lot of ways to do that. So, for example, if we do a search for reusable bags and we scroll all the way down to the bottom, we're gonna find something that's called Google's related search terms. We have a Google order field. We have a lot of different tools that we're going to check out in the next lecture on how to find negative search terms. Now, what I want you to do right now is pause this video and look at the searches related to reusable bags here and then see what kind of keywords and my finding here that I would like to make into negative keywords. So pause this video and write them down, and then let's see if we're finding the same things here. Okay, so I'm gonna give you a second to pause. All right, I'm gonna assume that you either paused or you didn't care for the exercises. Either way is fine. So the keywords that I found that I would want to use the negative keywords for would be, for example, target. Well, the truth is that if you are looking for target to buy reusable bags, you're probably not gonna want to buy from, you know, the store we have. Similarly, we don't have bug you bags. We are not Wal Mart. Right at the back, stylish into. We have grocery bags. Absolutely. So there's not. They want to exclude there. What about best reusable grocery bags? 2080. Well, we're gonna need some more data for that, right? So we might want to send the traffic on top into a content page. That would be some perfect material for us, too. And find some peripheral keywords, create the content page, send people there and then see what the conversions and profits looks like. So we're getting some ideas here as well, and then we have folding to themselves. So the we don't have any bags that we can fold into ourselves and put in the pocket and then move on with our life. So that might be something. Where's bag you, Target and Walmart? I might want to use a broad negative keyword for folding to themselves, and one might want to use in negative phrase match for so different matches. Different negative matches for different hat off exclusions right. We're gonna learn as we go, which to use when and next up. This is a really easy rule to remember and a very important one as well. I call it the 21 rule, and I hardly invented it. This is a common theme when it comes to advertisers. And the 21 rule simply means that for every keyword that you find them for every keyword that at the very least, you put the intern add group, you are going to want to have at least two more negative keywords. And the reason for that is simple or keywords are only as effective as our negative keywords matching up to them. So if we want to be really specific and we want to really optimize our address, we need to be proficient with our negative key wording. All right, so a very good rule to keep in mind is for every keyword that you use in every key word that you find, find at least two negative keywords to support that keyword and understand your matching and understand your targeting. All right. I think the importance of negative keywords have already been understood so far, but understanding the amount we need to really make them effective. It's a good rule to keep in mind. And then finally, what I recommend you do right now in off the but is to ride up negative keywords that comes to mind right now with the next lecture, we're gonna look at how to find negative keywords. But I still really recommend that right off the back there's gonna be a bunch of negative keywords that you know that I don't want to match for this. Could be, you know, Amazon E Bay e book download. It could be a bunch off key words that you want to exclude. So right off the back, right, them all up into a list. And then when you've done that, follow me into the next lecture and we're gonna see how to actually find negative keywords and start optimizing our campaigns in our ad groups. See, in the next lecture 46. Finding and Listing Negative Keywords - Part 1: Welcome back in this lecture. We're going to continue talking about negative keywords and we're going to be doing two things. One, we're going to create negative keyword lists, and two, we're going to learn how to actually find our negative keywords. Now, if you've been following along since the previous lecture, you might have followed the last suggestion and written a negative keyword lists. If so prepared, bring it with you and let's dive into this together. All right, so here we are at their Google ads Dashboard. Now the first thing we're going to want to do is to create a negative keyword list. What is the negative keyword list? Well, it is exactly what it sounds. It is a list with negative keywords that we can apply for different levels off or Google. That's account. So there are two main different negative keyword list that we're going to be looking at in this lecture, and that is one on account negative keyword list and to a campaign specific negative keyword list. And the reason for that is that for your account negative cure list, there are certain keywords that you're never going to want to show your ads in. So, for example, if someone is searching for free or Wal Mart or Target or E Bay, for example, unless you actually are one of those, then you're never going to want to show your ads for those search terms. And that's going to go for all off the ads you create, regardless off your campaign, your ad group etcetera. So that is going to be called on account bone negative keyword list. But then there's going to be certain negative keywords that you're only going to want to exclude inserting campaign. So, for example, you might sell cheap bags, but you might sell more high and beauty. So to remove or use the word cheap, as in negative keyword would be a mistake on the account level. But it would make sense only campaign level, and I'm gonna show you exactly how this works. So the first thing we're gonna do in our Google ads dashboard here is click on this search button right up here, and then we're gonna search for keyword, negative list or negative keywords list. You can write us well, and then we're gonna click right here, so it's gonna take us in here. And as you can see, we don't have any list yet. So we're gonna create our 1st 1 by clicking on this big blue butter, and then we're gonna give it a name. We're gonna call this account negative. Right? So these are gonna be negative keywords. There's going to be totally bound for your entire account. So what do I mean with this? It means that whenever we're creating any new campaigns, we can automatically add this one in because this negative cure list is going to apply for every single campaign that we create. So that means that every time you're feeling this negative keyword list up which you're going to need to be doing to optimize your Google ads, it's going to be affecting all off your ads that you currently have going on. It's just such an incredible way to make our adds more effective and more targeted, Right? So in here we get to add or negative keywords. And, as you can tell, it says, add negative keywords, so we don't have to use the minor signing with just writing the keyword. If you have your keyword list, you can bring it in right now and we can. Then you can start adding the minute now there might be a couple right off your head that you might want chat in, such as free walmart targ, ETS e book downloads. So there's going to be a bunch of keywords that you're never gonna want to show for, right, Because you're never gonna have an e book. And if you are, you're just gonna go in and remove that specific word you're not gonna be offering it downloads, for example. And we're also not going to want to show her out for things such as, I ki uh h and m good. She etcetera. It said Inoguchi and all of these high end brands, even though they are handbags, because we're using the word bags if we are using the word back, if we're using the broad term, we're still gonna be able to rank and show where ads for those kind of high end items. Okay, so we've already started are negative keyword list for the account bone one here. Right, So we're gonna look at a couple of ways on how we can actually feel it upright and one of the main and primary waste if we're gonna be able to do this is going to be to look at our search report. So let's dive into that. First of all, we're going to want to save this once. I'm just gonna go ahead and click on safe, and now we can see that we have our negative keyword list right here. And if I want to apply it because it's not applied to anything yet, it's just right here. We can see we have eight keywords, and it's not applied to any campaigns that I would do. Cilic this one click and apply to campaigns selected campaign that I want to apply to and then click apply, and now suddenly it is supplied. We can update this list, and then it's gonna apply to all of those campaign store selected. So that means that if once you get really bigger, you have clients that has really ah, lot of campaigns and a lot off very big product catalog and everything they might have, you know, 5100 150 campaigns with hundreds of ad groups and everything. And if you used his account negative keywords, you just put all of those campaigns in and you're gonna get a big, effective bunch of negative keywords applied to all of them is very effective work. But let's go ahead and find or search term report and see what is it that people have been searching for in order to find our ads so far? So I'm gonna go here and I'm going to click on the back. But, um, and from here, I'm gonna go down. We're at all campaigns right now if we have several work and I want to select one campaign , but for now, this is gonna be fine, and we're gonna go down and click on keywords. And the first thing we see is that we have very little data rights because these ad was paused right away. This I don't know in coral if I don't drive traffic to them, But this is how it's gonna look for a lot of you. In the beginning, there's just not gonna be ah, lot of data that's gonna come as you go and ask to continue running your ads and ask. People continue clicking on on your ass. You're going to see what works and what doesn't work but for a lot of you is going to be looking like this. In the beginning, we can see the key words we have. And we can also see the results we have got him for those keywords. So we got three clicks into very little time that this ad was actually running and we got 44 impressions. That was interesting. Here is not only the click through rates 6.8 to 2% in the average secrecy because these air meaningless. Unless you get up, I would say at least 100 klicks. Then you have a decent estimates. Station off how well a keyword is performing. Right now we have three clicks. That's nothing. So good click through rate. Maybe, maybe not. Doesn't say anything until this is approaching around 100 klicks. Right. But what's interesting here said all of the clicks showed up for the same keyword, right? So the question is OK, but what were people actually searching for in order to show up for this keyword? So then we're gonna move from search keywords to search terms, which is right up here. So I'm just gonna click on search terms and then we get to see the different search terms people were using in order to get in click on our acts. So there's a couple of things going on here. First of all, we can see that the search terms, at least for our intents and purposes, are quite random. It's single towing bag, Sarah Travel bag Women's, D C, C and Rucksack Tactical 65 65 leaders. Okay, So once you start getting some data in here, you're gonna notice that this is gonna be a long, long list and in the beginning is gonna be small because you haven't run your ad for a very long time when you're least starts to really grow and you might see Hey, Sarah, travel bag. Right. Okay, that's interesting. I wonder how many days searching for Sara, which is a very big Brandon. They're a big company. I'm gonna go ahead and click on add filter and search and search for Sarah. Right. Hit, enter. So if I want to see, for example, Okay, So how many are searching for Sara, which is a big brand in a big company and finding our ads? I'm gonna go ahead and click on filter, Click on search term. And then I'm gonna in value here, right in Sarah. Right then Then click on. Apply now for us. It's only gonna show one because we only have a single. But once you start getting a lot of clicks and a lot of data flowing into account, you might have one big list showing in here you might be able to get Hey, almost a majority for off all of our clicks air coming from people searching for Sara. So what does that mean? Well, that means that that is not a very good targeted work, right, And we're going to want to remove this one. So what I would do right away is that I would select this one. The Sarah traveled by any fall. If there is a lot of them, you could click up here and it would select all of them. But I would select this one, and then it's like an ad asked. Negative keyword. Right. And this is where Google becomes a little bit funny. Once again, it's the Google trap. Right? So remember the default mode off? Adding a keyword is a broad Matt, right? Well, the default mode off adding a negative key. What is an exact match? Why? Well, because it excludes the minimum amount of keywords possible that keeps you spending as much as possible. Not very helpful. Not very impressive Google, but we're gonna avoid this. So all we need to really do for first of all, if you want to remove abroad match, we just remove the brackets like this. And then it is a broad match. Negative keyword. But we've noticed that we never want to show where. Ads for Sarah, right? We're going to remove everything that has to do with Sarah. So what I would do is just remove all of this. Just make sure that Sarah is in here, and then I would add it to our negative keyword lists, which is our account. Negative. Because it doesn't matter which one that we have or whatever campaign that we're doing. We never want to rank for the negative keywords, Sarah. Right? So I'm gonna add it in here, and then I'm gonna click on save just like that, and then we can see Hey, it's excluded by now. How do you know when you should be excluding a A key word. First of all, the most sensible ways that if you have enough data, you can see if it's profitable or not, because in the end, profitability is what drives us to make our optimization zin our decisions, right. But when you don't have that, you're gonna want to go on these things. Such as Are they searching for other brands and by getting and it clicks from bed? No. So if they're searching for other brands and our ads were popping up, why would they come in and buy from us? That doesn't make a lot of sense or to searching for things. We don't have wealth. Then we're gonna have to remove that. So, for example, let's cities like this one, and then let's click on the search term Sarah and remove this filter. There we go. So now we can see these three in here. And, as you can see, the Sarah Travel bag women's still says known on the excluded. And the reason for that is when whenever we add in a broad match list that doesn't perfectly match with this one, it doesn't actually say that it is included here, so if you want the statistics for your own eyes to understand what you have, including the heaven included but you would do would be to select that one click on Addison negative keyword. Select your negative keywords least once again. Then just keep it exact like this. Click on Save, and that's gonna make sure that it says excluded the next time that you come in here. So if I have a lot of key words that said Sarah like we might have, you know, if we get a lot of those search terms, what I would do is click on Add Filter, go to search term search for Sarah, click and apply. And then once I find that I would select all off those that said Sarah, quickly add, is negative keywords and at all of those exact matches into the account negative because then all of them would say that they were excluded. And that doesn't make a difference because we already excluded in the broad term, um, the word Sarah. But it's just for our own eyes when we're doing this kind of searching for data, right? It's on Lee for our own eyes because it's going to say excluded here. So let's head back. I'm gonna click on council here. I'm going to click this one away. There we go. 47. Finding and Listing Negative Keywords - Part 2: we can see that the match type periods phrase match phrase metric a waterway actual matching on. The only thing would be the word bag. That's very interesting. So we don't have any towing back, right? That's very interesting. So what I might want to do, for example, would be to Addison Negative keyword. I'm gonna add I could do an account negative, but I don't know if I'm gonna bring in and the towing bags in the end or down the line. But I at least know that for this campaign, I'm not going to be selling or using any towing back, So I might want to just write towing or toe, for example. But Tony's gonna be fine because it's abroad. And then I'm gonna say that the campaign level and click on save just like that. So that's gonna be exclude this Well, if I want to see that it's excluded here from my own eyes that Republican Addison negative keyword go to campaign click save with the exact match in a week and see that they are both excluded. This is some much easier way for me to see which has been excluded in which hasn't just too much east. You find the negative keywords, all right? And D C. C and rucksack. Well, we're not selling in Iraq sex, are we? So I'm gonna select that one as well, Addison. Negative keywords. First default. I'm gonna write rucksack just like that. I'm gonna add this at the campaign level now as well. I'm gonna go ahead and click on Save Perfect. It's gone. But I also wanted to be shown us excluded. So I'm gonna excluded campaign level like that. Now they're all excluded. And now we have done our job with the little data we have. The only difference is when you get a lot of data and you see a lot of search terms is pretty much the same. Look at the theme. What is the theme going on? Is there a lot of people searching for Sara for towing for rucksack? Maybe DCC. And I don't even know what that is. 65 leaders. If you don't know what it issue, google it and you find out and then you just put it in the field to see how many of these see if you can gather in a data from that and then start excluding and putting into the negative the ones that should be in negative. And if there's any keywords, that actually seems like, Hey, people are searching for this and I have that like that's a good key. Would you say that keyboard down right and saving a keyword down. It's very easy. You click here, click on Add keyword is that and then you can go ahead and add the keyword where you want to add it. And as you can see by the full titties in the campaign, prolific bags add group bags, and what you would need to do is add Ian how much you would be willing to bid for it, but we're gonna go through that more in the keyword research in an upcoming lecture. But just to show that you can add negative keywords from here and also adding keywords from here. Okay, so great job. We've done our job here, So another thing we might want to look at is how do I gather more negative keywords to be removing for my account for the campaign level and for the ad group level? Because, remember, you might have a campaign that's about bags and another campaign. That's about beauty. Another campaign that's about mucks. And you're gonna want to have different negative keywords for those different campaigns because they're different themes, rights or different things to be excluding that you can't exclude at on account level. And then you might also want to be really specific on certain at group level, because sometimes you're going to want to rank for almost similar keywords. But some you're going to use peripheral keywords and send them to content pages and others to product pages. You're going to want to be excluding different things that the ad group levels there, so this gets deeper and deeper. But as long as we understand how to find and exclude and how to find an ad in keywords and negative keywords, we're gonna be good to go. Okay, so in order to find more negative keywords, one of the first and best things is just to use Google because Google is filled with information. The first thing you might notice is that if we look down here, it says Thailand right. That's because right now I'm in Thailand, so it's sensing my location and some of the suggestions were going to be based on with something that I am. So what you can do is I know my my head is in the way. But if you go down to the bottom here and go all the way to the right or something that's called settings down here, I know I mean the way. But it's just settings down here to the lower right corner. If I click there, I get a menu. So what I can do is click on search settings up here. Now I can go down and I can select select the region that I would like to see the search results for safe actually going to show more. I could go ahead and add the place where I would be more interested to know the results for . And of course, there will be the place where your actual location targeting. So if you're targeting all of the world that you might want to check your data and see OK, where is the majority of my traffic in my buyers coming from? So in this case, let's say that it is three United States. I'm going to select United States go down and click on Save. Clicking. OK, and now I'm just gonna go ahead and click here and search for whatever turn that it is that I'm interested in looking for negative cures, for There's also gonna be a similar process for finding normal keywords. But more about that in the in upcoming lecture. Okay, so I might search for, let's say, reusable bags. So right off the bat, we're going to get a couple of results that are really interesting. We might see, for example. Okay. Reusable bags, bullet. Sure. You can buy a bold Amazon? No, with a Logan, don't sell single bag with logo for produce. No, we're not gonna sell for produce. Target WalMart wholesale for food versus plastic bags. So already, Now we see that there are a couple of things that are interesting. So we're gonna want to remove Amazon with logo for produced target. Wal Mart. All of those are gonna be negative keywords that we're gonna want to add in for our accounts. While there is also some Key West are actually interesting keywords. So, for example, reusable bags for food that might be a very interesting targeted keyword to use. Right? You might want to do some research, find out the volume estimated price, etcetera. And there's an interested peripheral key where that we might to save down and get some more information about versus plastic bags. Okay, so if I check that one out to do some research for the volume for the estimated cost, I can see that. Hey, this is a really low CPC cost per click. I might want to send them to a content, pay some really educational content about the benefits of reusable bags versus plastic bags . I hiring someone for fiber. They create a big, beautiful article about it. And then, of course, at the end of all of that, we have our offers for our reusable bag, and then we get to see the conversion race and is this actually profitable? So that would be some research that we could be doing here. One for target dead and one for peripheral keywords. But what we could also do is just go ahead and click, enter here and do a search. First of all, we get some interesting information, not only about others who are making ads or other people, for example, what kind of words they're using how dare targeting and everything. But we can also see that if we go all the way down, we have something called searches related to reusable backs. So once again, we have custom reusable bags. What would on someone customs. So that might be a word that I want to remove at a campaign level. Reusable bags target? No, it's gonna go bag. You looked at that before. It's gonna go stylistic kibitz, reusable values to fold into themselves. So I've used this searching one off the power points before, but this is also a terrific way to find negative keywords and learn how to remove them. Right? But you're also gonna notice in an upcoming lectured on the way to find keywords for us to actually do the keyword research on it's gonna be a similar process for us to find the negative keywords that we want to be removing the kind of go hand in hand. No, Finally, the thing that I want to show you regarding negative keywords is that if we go to search and we go back to type and they got the keywords list and we go into our list here, we can go ahead and we can create another least, and we can call it, for example, bags campaigns. And what I mean with this here and with these kind of list is that sometimes you might want to go specifically when you add in a negative key worth to a specific campaign. But sometimes you're gonna have a lot of campaigns on this same theme. So we might, for example, have 10 different campaigns on bags on reusable bags or shopping bags on, you know, all of them being environmental friendly because that's our niche. So what I might want to do is that look for some key, where some negative keywords that I never want our ads to run for, specifically for bags. So say that I go back to Google and I searched for, for example, at top 10 famous bags. Brat Brands. Oh, here's a list to have Kate Spade, Michael course, blah, blah, blah. All I'm gonna do is I'm gonna select all of these Copy. Go in here and I'm just gonna paste it in and then make have it make sense. I'm going to remove this so that they actually turn into negative keywords right. So now we are removing all of these keywords that we don't want to be showing for, right. And there's a duct at the end here as well. I'm gonna remove. They would go and there's gonna be a lot more. I mean, for example, you might want to add in other brands that you know that you're not gonna run, want to rank for, like, h and M you're gonna want to add in Nike, Adidas, etcetera, etcetera, and really start to build out this lift. But you might also tell that, for example, all of these brands you might want to add in your account level because you never want to rank for these. But for these your for these air more bags specific, You're probably never gonna want to rank for these for your bags. But the reason for not putting these on the account level is because sometimes you might actually want to do competitor Elise and competitive least can be very interesting because you can look at your competitors. You can do a Google search and find out you know what they have, what kind of related searches they have. And then either you can try to steal some of their traffic by using related keywords in your keyword research and try to get your ads to show for them. Or you can do the reverse. You can do a negative key list for certain competitors, right? So then you might actually want to create a newly specifically for your competitors because you never want to show your ads for those that there really two different ways to approach it there. Me personally, I prefer to exclude my competitors because that makes for how you intended more targeted customer when they when are ads show when they click on it. So these are the different ways in order to create different in negative keywords, lease and also finding negative keywords. And now your primary way of finding negative keepers are going to be in the search reports . When you start gathering a lot of data, and once again when you're done, you go down, you click on safe, and then you select the campaign that you want to apply to certain campaigns, click on, apply to campaigns and then select the campaign said you wanted applied for. But it also means that if we go in here right now or we don't even need to go. And we can see that right now we have 10 keywords because, remember, we added in a couple of key words. So these update themselves instantly. Very handy way to be optimizing your Google ads, accounting a very, very handy way to make sure that your driver commercials and profit right up. OK, so this is one of the most important things you can do in order to stand out as an advertiser and improve your day and improve your profits. This is really the way to go. We need to understand negative keywords, and we need to use them well. So let's move on in the course and in this keyword section, and I'll see you in the next lecture. 48. Keyword Research - Finding Keywords - Part 1: in this lecture, we're gonna go ahead and start doing our keyword research for actually going to go out and find some keywords exciting, right? So we're gonna look at some different methods, were actually gonna add some new keywords. And before we get started, I also want to say that the same method that we use in order to find new keywords to our ad school is going to be the same method pretty much that we used to find negative keywords as well. Okay, let's dive into it. So the first method we already went through and touched a little bit in the previous lecture, and that's going to be Google's auto suggests. So if I search for, for example, re use sample bags, we're going to get a bunch off different suggestions already that we can use both for our keywords and also for adding in negative keywords. Right? So, for example, we don't have reusable bags with logo, so that would be a key word to Adam for negative keywords with logo and four produced. So this is a great way to do that now. We can also just like before, go ahead and search for it scroll all the way down and find our searchers related to what ever searched him that we used. Now what's interesting here is that we can take it further, right? We can get a bunch of interesting information here, but we could also go ahead and click on it. So let's say, for example, we won't explore custom reusable bags some more. Maybe we'll find something interesting either for keywords or four or negative keywords scroll all the way down. And now there's gonna be new, resulting in this search related to whatever search term that we used. So now you can see we have custom reusable bags, wholesale wholesale? Is that something that we want to keep one Addison Negative or not touch? No minimum. What does that mean? We're gonna have to look that up now. Grocery bags is something that I haven't even thought of to add for our keywords. So, for example, grocery bags is something that I would go right away and add to our keyword list. So this is a really, really great way to find new keywords, and it's very fast and effective to foldable. Now that would be perfect for a negative keyword, for example, because known off the bags if we sell, the reusable bags are foldable. Now, the next one I want to show you is one of my favorite ones and Mediaset, a website called Sob. All now several is very exciting because you can get a lot off search terms from different platforms from one single search. I'm gonna put this in. The resource is, by the way. So let's say that I served for reusable bags like this and we can see the different results from Google. We can see it from Wikipedia. We could see from answers dot com. This is interesting. We can see already hear what people are searching for an answer to come, which is gonna yield some great examples for proving for all keywords and some ideas. If you want to create educational content, we have YouTube. So, for example, reusable bags for grocery shopping perfect would add it in right away. Reusable bags do with yourself now. I haven't even thought of that would do with yourself. I would add it to the negative keyword list right away. Reusable bags versus plastic bags. Now, if that is not a great article Educational article already, I don't know why they what is have reusable bags for vegetables? Sure, absolutely. Let's put him right in our keyword list. So there's a lot of information in here we can see that would get a Yahoo as well. We get being. We get Amazon that's coming out. Amazon is of course, very interesting, too, since there's already people selling these bags there right away. So reusable bags silicon, I think, actually that quarrel if excel silly, come back. But I didn't have any thought of adding silicone into the keywords. So this is a great way to find a lot of information on it, especially if you are on a negative keyword hunt. Because look at all the info we're getting here and at an instant now. Next up, What I want to show you is one of my favorite tools in the entire planet, and it is the Google keyword planner, and it's very powerful, and it's also very easy to use now. Google keyword planner was almost famous a couple of years ago for being well, not so effective and useless. You had to rely on other third party services. But today It's actually a really great tool. So I'm gonna show you how to get into it and how we're gonna use it and find our keywords. So, first of all, we're going to go to our Google ads dashboard. And from here we can either go to the search and search for the keyword planner, or we can go to tools and settings and then go to keyword planner. Now, we're also we also have the negative keywords listing here. It's just depends on you know how you want to find things. So, keyword planner, let's go right in there. And here we have two different options. We could either discover new keywords, which is exactly what we're doing in our keyword research. We can get some search volume and forecasts, and that would be perfect for the keyword planning face. But right now we want to find some new keywords. And once we do, we're able to either add them into our campaigns right away or make plans. Now you can see here it says your plants. Now a plan is basically creating a test admin. You can collect a bunch of different keywords into a so called plan that is not actually used or applied to anything. But if you want later on, when you creating an adverb, you could import that entire plan or sections off that plan. So we're gonna go ahead and find some new keywords into a so called plan, which we can also see is a test at group. So let's click here, and there are two ways of finding our keywords, and we can either search using key words and then allow the Google que our planet to find cures for us. Or we can start with a website. Now we're going to start with a website because there's so much information we can get him right off the bat that might give us give us some ideas to use for searching with keywords later, Kate. So let's start with a website now. Normally, if I if I had a big shop, a big online start with a lot of product, I would just go into that website, go to product. I would go to bags and then cope it that you are ill very specifically. But now coral. If IQ actually has a very small catalogue when it comes to their product is just 12345 So we're not gonna get a lot of information from there. So another thing that you can do, which I recommend you do anyway is to five a competitors. Now, this is not a competitive per se because this ice is air. So Boston a difference that is gonna be Carl if it's gonna be more niche. But anyway, you can find your competitors or just really, really large stores that sells the similar items, and then you can go ahead and use that you're up now etc dot com. They sell a lot of things. They sell a lot of different clothes, bags, accessories, a lot of it. But what I have done is that I went into its insert for reusable bags so that search term right in here creates a unique link. Appear. So what I'm gonna do is that I am gonna cook this uniquely with the reusable back search, and I'm gonna go back into the keyword planner and I am going to paste this one, right it. So we have two different options here. We can either use the entire sites or we can use Onley this page. If we use the entire site, we're gonna get so many different search terms that were not interested in. So there's a reason we didn't search for that. Those those search terms and got that website, So use only this page and then click Don't get results. And as you can see, right off the bat, there's a lot of things going on. But don't worry. We're gonna go through this together step by step, starting from the top. So first of all, we have planned name. Now, we can't actually change the plan name because we haven't created a plan yet. It's official in known escape Plan this as soon as you actually add your first keyword intuit plants. So we're going to be doing that in a little bit now. The second thing we can do is change your location. Location is going to severely change to the results we're getting in here. Okay, so I'm gonna go ahead and click in here, and then you can type in whatever country it is that you are aiming for living. And of course, if you have a local business is gonna be very, very different. But if you have an online business, you probably have a more targeted sections off the world, maybe or in the U. S. May be one of target specific states, whatever that might be. But let's for examples, right in United States here, and they would have you needed The United States is a country, and I'm gonna click on Target, and then I'm gonna click on Save, and as we can see, this is gonna update. And this is gonna change the results. We have gotten right away. Big time, too. So the that changes things quite a bit. But that is one thing that we can change, that it's very important that you change it to so that the results were getting are actually applicable to what we're doing and where we are selling still were just searching for ideas. They were stealing the keyword research face. But we still want to get applicable ideas based on what people are actually searching for, right? If we were researching for four bags in Cyprus, there's gonna give very different ideas for bags in the United States in the United States . Might ultimately be where we are actually selling to languages, English on this. It is some other language for you. We're going to keep it there. Then we can change this search networks either to Google or Google and search partners. Now, I'm gonna keep it to Google because I want I just want the ideas from Google. I don't want to make seeing anything else. So I buy the full keep this here and then we can change the actual days for 12 months, 24 or off dates, depending on how we want to see the results. And I'm gonna show you what happens when we go for all available in a bit because it's very , very useful. Okay, so then we have the trends, the actual trends that we're seeing here. So if we look down at the trends or the different bars, we can see that the blue is going to be the total amount of search which we can see. December 2018. We had almost three million searches. And look how at the red the red is moved by. Look how many of those searches were from Mobil's? That is absolutely incredible. If you've been in this business for a while for a couple of years, you will have known the rise of mobile devices just shooting straight up to the top, and it just keeps getting higher and higher. Just a couple of years ago, this red bar would be down here somewhere. And just I think last year it was a period, would you know, on average, be in the middle, and now it's just it's just going higher and higher. Of course, it depends on what you're searching on. But I'm speaking general enough just for generally doing the keyword research faces. The mobile have just gone through the roof so that this becomes very interesting because we can look at patterns we can see. Okay, So when are the searches speaking? And when are they going lower? So, for example, November we can see that they're higher. That's not very surprising, because that's when we have black Friday, and usually we will have to cyber Monday in December while we're closing to Christmas. No, too surprising. January. Well, we bought everything for Christmas. Sales go down February while sales go down, make sense in a lot of parts in the U. S. Or in the north of you would be searching there is usually dark. There's no shopping intent, etcetera. So try to make sense of all these. But we can also look at the volume trends from different points of view. We could break down by platforms, for example, and we can see right now that mobile here is 72%. That is pretty incredible, really. 72% we can see tablet or 6% and we can see the desktop are 21.5% for these specific searches. So while more bodies just shooting through the roof and we can also break down by location and remember, now we're targeting within the U. S. So we're gonna see different states now 58.5% says other states. So that is a lot of information that's kind of going out the window right there. But still, if you are in California, for example, you can see that in a sense, if you're comparing to, for example, Illinois's or Florida and you've been questioning should be selling in Lawrence, Florida Maybe California. Well, we can sit. California is getting the lion's share her, so that would be the one to actually focus on so we're still able to withdraw and gather a lot of valuable information depending on our breakdown. But generally, when I do this, what I prefer to do is use the search volume trends. So we get all the bars like this, and I personally would like to change dates toe all available. And it's not a beautiful look. Lunacy. All of the bars like this. It can look a little bit confusing, but it gives me two things. One, it tells me, See a pattern? Okay, speaking here is peaking. Here is speaking here. What's what do they have in common with this December? Do people buy bags in December? Makes sense. Could I optimize that? Putting some sales in December, etcetera? Absolutely. Yes. Even though we're only the keyword research phase, we're only looking for keywords ideas. There's still so much information we can actually get from these keyword planner right, and similarly is Are there Is this a stable keyword or the ideas from bags or bags? Even a good way to go are good product to be selling have been been stable throughout time . Yes, it would look so so. There's a lot of different ways to be exploring here, but just for the sake of, you know, being easier on the eye. Let's use 12 months so scrolling down. This is where we really get into the needed reader, right? Because here is where we have all the different keywords now for you. The list might be a bit smaller, but if you scroll all the way down here all the way down, we have something that says shows rows and I think by default it's like 10. But I prefer to put it out like 100 or 50 or something. But let's put it a 50 for now. Just 10 in my opinion, is just way too small. All right, so there we go. Now there's a couple of different things we can do. 49. Keyword Research - Finding Keywords - Part 2: So, first of all, looking at these results, the first thing that I see here that has a lot off search volume or handbags, right? So right off the bat. Thank you. I haven't even thought of the surgery handbags right now. Then we have Lady's purse. Well, bags improves. My go hand in hand. Were, And it's not selling purses. So purse would be something that I would right off the bat. Put on the negative keyword list. Handbags online. Perfect. We're selling handbags, someone selling them online. Ladies handbags. Sure, ladies men's absolutely purse. We can see how popular purse are. What's even more interesting here is that since we're searching at the bags section, we already know well, even though the information is taken from a website. But most likely means that bags and purses might be triggered when we're using broad terms . So that means that if we remove person, which gets a huge amount of searches, we have saved ourselves from getting a lot off clicks and paying for a lot of clicks that ultimately would have a very, very low chance to convert handbags for women perfect. So clearly looking for bags and handbags specifically towards women is very popular, so that would be something that I would be looking at directly, even creating an ad group around the concept. But we're getting ahead of ourselves a little bit now, then integrated when the keyword research that really comes from reading all of the key words in here, right, because there's a so you can tell there's so many great ideas right off the bat. Now what we can also see are the average monthly searches, these air super interesting because you can see what's relevant and what's not so relevant on what I tend to do. A lot of the time is actually click on this one in order to get the most popular ones on the top. For example, we have diaper bags and duffel bag And hey, look how many searches these air getting and they're both using the term bag. So we know that if we are using in broad search term and we've even seen something similar to the duffel bag in our search term before that, they're gonna trigger, and that is gonna be money right out the window. So already finding these that's a huge fine because If we can add these turn negative keyword list, that's big. That's really big. That means that we have excluded so much traffic. That's probably not going to convert. And this is really this is such a huge part of the optimization phase. I can't stress that enough. It's not a small improvement. It is. The improvements is the way to optimize and move forward. So really cool stuff in here now. Next up, we have competition. Our competition is going to be Google's way of saying okay, how many search it doesn't have at what about the seat to see? What are your odds of actually getting a good rank in here? And this tends to just be off. I don't take this into consideration at all. It's just I am. I look away. I don't use these value one bits, and then we have the ad impression share. And the ad impression sure is how many times your ad will be showing compared to the total amount of times that it can be shown and depending on your budget is gonna have a total amount of time to your at is gonna be show. But right now we don't have any values for this. But if we did some keyword researching on terms or rather own keywords that we have already added, then we would see the ad impression share. But because we're looking for a new key, where's Onley? Finding keywords that we actually haven't added in yet. Then these were just gonna stay. It's blank. Then we have top of the page bid. That means what we in the low range are estimated. We might have to pay to getting in top of the page and that the high end, the high rent or we might have to maximum li pay to get on top of the page. These tend to be really office well, so they they are good in contrast to each other and with in contrast to each other, I mean a say, For example, we can see that this one cause 1 18 $1.18 compared to this one that costs 51 cents. So we don't know that this one cost 50 once, and we don't know that this one they will go what it cost. $1.18. But we can be. It's fair to assume that this one is going to cost more than this one. So in contrast to each other, there's still a lot of value in looking to these one, and that goes with the average moment. Lee searches as well, because they are off. They are not accurate, but there's still very valuable in relationship in contrast to each other. So diaper bags we know. Or we can fairly assume that this some with diaper bags that they are getting more search results than gift bags, for example. So still a lot of valuable information that we can get in here. So if, for example, before I want to look at OK, so I already know by now that person is one of those, really, you know, big searches that are going on. Let's see if I add a filter in here and I want to see what kind of things they're searching for. Regarding persons that I Month might want to further exclude, I might go ahead and click him. He were text in here, and I might surfer curse. We go and click on apply So we get to see this purse, backpack, purse, leather, purse, black purse, clutch first So all of these things, like, for example, we might want to think leather well, we don't sell leather products would put that into negative backpack. We don't sell back pain and put that into the negative clutch would going to the negative as well. And similarly, we can also do it in the other order for finding very valuable keywords. We can go to our filters, and we can use the same when the keyword takes and instead of contains we could surfer dust not contain. And we could serve for, for example, bags just to see what kind of other searches that we are getting that are similar. So that's what can see. We're getting a lot of purse purse. It's a really, really big deal, and this is telling me already I need to remove purse, right purse, purse, purse talk, first toppers, brands, purse, purse, spurs, leather, purse, purse. So what I'm gonna do in order to get a more accurate soul, I'm gonna go ahead and add yet another fielder. And when I click on keyword takes, I'm gonna have just not contain and I'm gonna add in purse like this Quicken. Apply Now, we have two filters and does not satisfy the feel. OK, so we can assume that bags and purses are treated very similarly. Remember, we still get gathering information from this website, but it's still very valuable. The information nonetheless, that needs to be in the negative keyword list. All right, so we're already from etc dot com and from the reusable bags got in ah, lot of valuable information to say that we actually want to save a couple off these search results. So what, we're gonna go ahead and do? It's just we're gonna scroll down. I want to save tote bags, right? That's really cool. Um, I don't want to see about maybe want to save beach bag. Perfect. The sea book bags. Absolutely handbags for women. But that might be a hit or miss. Because handbags for women usually implies finer backs, it usually doesn't imply, for example, grocery bags or everyday usage bags. So this is this is definitely a wild card, but the only way to find out this if that is gonna be worthwhile, is to run the tests right, And they let's see designer handbags, and I'm gonna use that one gift bags shopping bag? Absolutely. Let's see reusable produce bags. I'm gonna use that one. Lunch bags for women. Absolutely reusable grocery bags. Yes. Let's see. Bags for men. Sure. Bags for women. So already here we have a couple off potential keyword selected. So what I could do at this point is that I could either add to plan, which would mean that I would need to create a new plan or to an existing one that I have where I could add into existing campaign so I can click on add to existing campaign, and I could click on this one, and then they would be added Ride in there. Right? But I'm not gonna do that. I'm gonna go ahead and click on add to plan instead. And then I'm gonna click here, and I'm going to create a new ad group. And we could call this, for example, reused double bags. They would go and click on creates. There we go. So we're adding to the reusable backs and then we can also have see how we want to add. You won't want to end of us abroad much. Freeze, Majin! Exactement. Well, we're gonna use Add Amina's broad match and then I just click on Add keywords on all of those keywords are going to be added in and we can see that they're added. And because they have this 18 plant, you might also notice that we have one here. This is in account, right, because we're already using it. So this is very, very valuable for getting a lot of creating information are. Similarly. If I want Teoh put these in and negative, I could just go ahead and select. Please click on the more button over here, and then it says Ada's negative keywords go on there and then click on broad Match and then they would be added asked a negative, right? It's a lot of handy ways to be to be handling this in doing this, and you might also tell that by now because we actually created our plan. We can give our plan on name so we could call this looking Let's really be used both bags platter and save it down. Not what we could also do If we scroll up to the talk now. What we could also do is we could click on this link over here which is going to open up this entire interface. Remember, we used a website right now and we could click on Start with keywords, right? And then we could end up being different Keyword searches, reusable bags. And then I put a comma and a space so that we cannot eat more keywords. So reusable back a co bags eco friendly bags as zero waste the eggs, Um, in viral meant off leave bags. It said, There's we can add in a lot of I I liked adding at least 5 to 10 different keywords just to give ghouls um, ideas. And this is a new interesting feature that Google has it says include brand names in results, and I recommend that you include them because that is going to show you the potential brand names you might want to exclude. In the search for sources. It's all valuable information. We can also use a field to down here. This is using Your site will filter out services, products or brands that you don't offer that could be very valuable. But for us, we're now searching for potential new keywords to add or potential new negative keywords. We're not gonna use to filter at all. So I'm gonna go ahead and click on, get results and scrolling down. We can see that we're getting a lot of results already. I'm gonna do just like before. I'm gonna make sure that the average monthly searches are on the very top and we can see that we have reusable produce bags, reusable grocery bag. These are always already have them in the plan. But what about these reusable shopping bags? Completely missed. That one is perfect. Reusable bags, fantastic reusable sandwich backs. I don't know what that is that would have to do. Some research produced Bank would have to do some research. Reusable plastic bags. We don't sell plastic bags, but you understand, because we spoke before about potentially putting plastic as a negative keyword. But there's also gonna be reusable plastic bags. So how did put plastic is a negative on account level that would potentially reduced us from finding a good product, important that product creating ads for that product and making great profit along the way . So there's a lot of great ideas if we can be getting from here and a lot of great ways to be handling that. So we've already added we're gonna add these warnings right now, So I'm gonna click to add to plan and then add to reusable bags were over. Had the plan, um, broad match and I'm going to click. Add keywords. So they were. Now they are in the plant. So hopefully it makes sense how to actually use the keyword planner. And there's a lot of great things that we can do in a lot of fantastic information. We can gather from it now. Purse was just one of those forced. It was that we know that we really need to exclude them. Does it mean that Google is going to rank the word bags for the word purse? We don't know that because we did not gather that information from the search term backs will gather from. It's his website, but it means that at least that algorithm and at least Google has a potential to use purse as a synonym for backs because Google are so broad. So it's very important that we use purse asking negative keywords so very valuable information right in here. Now what we can further do is that we can click on download keyword ideas right here that's gonna download it all into it. See SV file, which we can open up with Excel. So then we get all of these numbers just like this in a beauty in a couple of beautiful columns, and we can add the mean we can open them up with different programs, but they all need to be in the excel format just like this, using these columns that we can manipulate because in an upcoming election, we're gonna look at how to organize all of these different columns in different keywords. And if you have a lot of products or a lot of services than the demands on your organizing is going to increase a lot. The more products that more keywords, the bigger the demands on your organizing and or if you have a client who s a lot of products, for example, because if that is your client and you're on agency than that is gonna be your job to keep an eye on that organizing Now, finally, I want to show you how the plan looks like, and that is if we go from here and we go ahead and we clicked on the exit button over here . We're gonna land up in the keyword planet right here, and we can see that we have are reusable bags plan ride in here, right? It's the statuses in draft. We can select that. We can decide what we want to do with it to want a cop, it remove it. Do we wanna edit the sharing and sharing means that we can share it to others, which is a great way, especially if you have or if your agency and you have a lot of different clients that some of these claims might even share some of the products and services or you just want to share with friends Red Cross account, you might have multiple accounts, so there's a sharing possibility. But in the end, this is some way to keep an eye on your different plans, which are basically your test Add groups for future research. So hopefully by now you have a pretty good idea how to actually do your research in order to find your keywords in order to find your negative keywords, both using Google using the order fill the related search terms using Sava, which is an amazing tool. Using the key were planning, which is just absolutely filled with a lot of information and then using the Google keyword planet boat with a website or you with different keyword terms. There's a lot of information and data that can be mined here. And, of course, it all comes down to taking all this information. What would be invaluable and moving it up to the next step, which is the key word planning. So in the next lecture, we're gonna take a deeper look at the key work planning and how to actually use some of these informations see in the next section. 50. Keyword Research - Spy on Competitors: So before we move on to keyword planning, there's actually one more thing that I want to show you regarding keyword research, and that is how to spy on your competitors. And there's gonna be a very important part to not only gather information about what kind of keywords they're paying for, but also where they are getting traffic from generally. So follow along, and I'll show you pretty much how this process works. All right, so let's say that we are at Google here and we want to know. Okay, what kind of first of all competitors do I have? And what kind of keywords are they paying for? And should I be paying for those keywords or should I be avoiding those keywords? So there's gonna be an important part of the keyword research. The first thing I'm gonna do is simply writing one of the key words. So let's write reusable bags and then I'm gonna get first of all a bunch of ads. But I'm not only going to be looking at as now, I know that Alibaba is a massive manufacturer. I know about Amazon. I'm not interested in them. Bus feed is full of articles. That's not very interesting, but this is something that is interesting. So we have bag, right? So they haven't made an ad specifically on reusable bags, but I know that they are selling reusable backs. So if I click in here, I'm instantly curious. How do they drive traffic now? One of the things that I know desert that they're all called bag right. I can only assume is a type of material or just a brand that they use for their bags. But nevertheless, surely not everyone will be searching for BAR go in order to find their back. So my question is, how do they sell these reusable backs? What kind of ads are they running And are they even running at? There is a way to find out. So what we're gonna do is the first of all, we're going to go to a website that's called similar Web. Okay. And I'm going to search for bag ooh dot com. Okay, just entire website and click on search. So in here, get a bunch of interesting information. The year it was founded, where it is estimated employees. That's all interesting, but not so for our keyword research scrolling down boost even more information. This is quite interesting. We know whether major traffic is it from the U. S. Okay, so it's only reasonable to assume that perhaps the majority off off there as if they were running as will be in the U. S. Scrolling down. We can see that quite a bit of traffic is coming from search, and quite a bit of traffic is coming directly. They're getting a lot of organic traffic rights, so scrolling that we can see the referrals. All this is good and interesting, but this is where it gets really, really interesting so we can see the search and we can see the organic results What? They are ranking highly form where they're getting the most traffic from. And we can also see the paid right. So they're doing way more organic than paid. But they're still gonna be some gold nuggets in here that we can look at so we can look at , for example, bag and we're not gonna pay for the word bag. But we are going to want to add baggy to our negative keyword list. Clearly they have a lot of paid keywords. Reason clearly, this is something that we do not want to write for. Now, in order to see this full keyword, what I would have to do is click on this button right here. I'm gonna put up in Google and we can see that they have a paid keyword ad for reusable grocery bags. So that is something that's interesting for them to run for. And one of the things that one of the key word there you're using to get traffic. Now, as we can see schooling down here, they aren't actually ranking here, So probably their quality score isn't too good. Or maybe they're just not putting in that much money into this keyword. We're going to talk more about quality scores later on in the course, but we get a lot of valuable information here. And of course, if we pay, we're gonna be able to find out more info. But honestly, I've never paid for this tool and I don't think you need to either, because I'm gonna show you even yet another tool that you can use together a lot of information now scrolling down, See, interesting. We can see the social where they're getting traffic that display advertising they're doing . But schooling all the way down there's something even more interesting. And that is competitors and similar sites, right? So if you're looking at who are our competitors? This is going to be a fantastic collection off potential competitors, so we could do this once again. We could go into this different website, see what are they actually selling and then run it through similar Web and this other website. I'm going to be showing you right so similar Web has two functions. One. It shows you the key words that they are paying for the organic keywords that they haven't . They are ranking foreign, also competitors in similar websites. Now, if we use yet another website that's called Spy Few, we're going to get a little bit more detailed information regarding ads specifically or rather, paid keywords. See if I enter bag dot com here in spy few dot com, and I hate them. Search, By the way, I'm gonna put both of these websites in. The resource is we get a lot of interesting information here, right? So 98% of their clicks are organic. That's pretty massive, right? We could also see that it makes sense. But because if we go back to the previous two and go all the way up, we can say that the year it was found these 2007. So they've been around for a while, right? So this makes sense. Now we can see they have 129 paid keywords. We can see how many organic keywords they have scrolling down. We're going to get even more interesting information we have. We can see there paid competitors their organic competitors. And these are also ways to look out potential competitors to you as scan their potential product and scanned their potential keywords. Right now, this is where it gets even more interesting, just gets more and more interesting. It's like a thriller. So looking that we can see the shared keywords off these different sites, that means they probably have a lot in common. I'm probably gonna want to check them out, see their products and run these websites through similar web dot com and also through spy feuded, come to understand, what kind of keywords are they using what kind of keywords or the using organically and using even more importantly, paid scrolling even further down. We can see, for example, the top keywords, so their top paid keepers are gonna be bagger reusable shopping bags, reusable grocery bags, reusable totes, reusable tote bags. Now I haven't even thought about putting together worth like reusable totes. I have thought about reusable tote bags, but this It's a completely free keyword that I would put into the keyword list and do some researching on and this one definitely negative keyword list. Now we can see the cost per click, and these are of course. Onley estimates that disarming necessarily true, but they do give a good estimate. We can quite certainly say that the cost per click for Bagger is going to be lower than reusable shopping bags. For example, we can also look at their monthly Custer get on estimate to how much they are investing. So, for example, there probably as it looks like investing less in reusable tote bags than they are in reusable shopping bags. So reusable shopping basket reusable grocery bags is something that I would be very interested to get some day down to put it into an ad group, run it and see if it's actually profitable for us, because apparently it is profitable for bag. So we're getting a lot of interesting information now scrolling down here. We'll get some AdWords by recommendations. And remember, Google Ass was actually called AdWords before. It's just a couple of years to go. So AdWords and Google ads, same thing scrolling down. We can see some recommended keywords to buy, which is gonna be reusable bags, custom reused, uh, custom recycle bags, reusable plastic bags, reusable sandwich bags and insulated grocery tote. Now, I don't know what an insulated grocery totus I would research that right away, and I don't know what a sandwich bag is either. So I'm already starting to get some ideas from these ideas. I would do a Google search. I would see what it is. Is it applicable? Okay, what about the Google order? Complete. What about the Google related search terms to reusable sandwich Back to insulate grocery tote, etcetera. And then I could take all of this information that I have got him for my competitors because, remember, our competitors most likely have also done the keyword research, their key work planning and maybe maybe not think he would organizing. But so this is why it becomes a winter thing to find our competitors and understand what are they paying for? Because chances are they've done their homework. So a lot of interesting information here, scrolling that we consider AdWords history. Okay, not only City interesting for key words, but it's also interesting for how do I potentially want to set up my ads? Can I get some inspiration from here? Can check these out now remember, spy Few sexual pay, too, but within using spicy for many years. And I think that if you use it enough, it comes up with a limited behavior Used used it enough times, but you could use put down to explore going to a private surfing or incognito mode, and it it should be fine. Or it's just gonna be like a couple of minutes and you can do another run. So I've never paid for Spy Fi, and I don't think you need to either. But of course, you would get more results if you didn't pay for it. So, ah, lot of interesting information in here. We get the organic ranking history and we get the inbound links back wings. But this is much more interesting if we're gonna look at the CIA, which we aren't. So the AdWords history and the adverse recommendations and off course, their top paid keywords. I'm gonna be some of the most interesting things to look at. All right, so now we have a good understanding off keyword research. Let's move on to the next lecture where we actually cannot go through keyword planning and start off by understanding the the buyers funnel. We're gonna take some example to see at the different intention of different search terms. And you are going to get to try out some exercises seeing the next lecture. 51. Keyword Planning - Using the Buyer's Funnel: Welcome back in this lecture. We're gonna move on to keyword planning and take a deeper look at it. Now, there's a lot of things we want from here. We want to understand the targeted keywords, the peripheral keywords. And we also want to understand and get the estimated volume and the estimated cost for our key words. But first things first, Right. So in this lecture, what we're gonna do is that we're going to start by properly understanding the buyers Funnel, also known as the sales funnel, also known as the Ida Funnel. Okay, So in order to properly understand the differences between the intent behind different search terms, we need to take a closer look at how the funnel looks like. How we need to do are planning to understand where they are in the funnel, and then we're able to thematically organize them after that. So if this sounds like gibberish, nowhere about it. This is what we have. This lecture. We're gonna make more sense of it. Let's dive right into it. All right. So let's take a close to look at the buyers funnel. So what we're using is the iDot funnel. Is they are wearing this intense desire. Action. Okay. And the theory behind this funnel is that every single person who ever purchased anything or ever got any service or whatever always went through this tunnel. Now that this tunnel can have been gone through in five seconds or five years, depending on, for example, if someone bought a car and, you know, during 20 years and their upbringing, they got to see and hear about bold bargain. So they got on awareness of that. He got an interest. When they got older, they got a desire is to grew even older. And then the action came when they actually became young adults and they had the money and they could actually legal purchase the car. Now it could also be in a second weekend of an ad put BBQ Oh, I didn't know I needed that. That's the solution to all my problems. You go through the entire tunnel and then you have the customer by the product. But in order to properly understand all these different steps, let's break them down one by one. So first off, let's look a awareness. What is awareness? Well, the awareness part is the problem to solution part. We like to call this the logical part. So basically a customer comes with a search term where they are looking for a solution to their problem. And this is where you have your offered to them. Or rather, this is where you match your keyword asked a solution to their problem. Now, this is very high up in the funnel, and generally these are much harder to convert into actual purchases. And the reason for that is because they aren't emotional invested here. They might understand logically that okay, this would be a good idea for me, but they don't have any emotional investment and they haven't been sold on the idea yet. So most of the time, the best way to handle this top off the funnel customers is to send them to pages with educational company. But since there are so far up in the final as well, the cost per click tends to be really low. So the bids were really, really low for this type of customers, and if we do a good job with our research, we might actually end up finding some really solid top of the final key words that we pay minimum Lee for four, but still has some great conversion. And in the end, what is it that we are looking at? Well, that would be profit, right? So it's all about the prophet India. So don't worry about lower conversions as long as we're getting good profits. So basically, the awareness part is the problem solution. But it is the logical part off the customers psyche. Now, next up, we have the interest, Not the interest. Part is when you when the custom actually feels that they want something now the want is where the emotional part starts to kick in. The want is where there is an actual connection. When action I could really make good use of that and the interest part. It's usually, for example, were things such as list taken. Espresso machine comes into play now. You might want your coffee made much quicker in the morning. How would I have my coffee made quicker in the morning? Well, a solution to that would be an espresso machine. Hmm. That sounds like a really cool thing that suddenly there's an emotional interest. There is a wanting off that solution. So this is where once the emotional part kicks in, that's usually when there's the much higher probability towards a buying intent. So that means that already the jumping cross per click between awareness and interest him to be quite big. And the reason is because they are expressing a wanting or an interest in that product already, and those kind of keywords tends to be quite popular. But still, they are nothing when it comes to cost in comparison to, for example, desire and especially in our action, because those were gonna have much higher commercials, but also much higher costs. So so far, we understand that the awareness histological park where customers come with a problem and they get a solution, they are aware, and then they come to the interest where they start to get emotionally involved in field, a wanting off the product or service. Then next up, we have the desire, and the desire is when they actually start actively looking for that product, that doesn't mean that they are going to buy the product, but they may be looking at. This is a really great part of the funnel we call the interest and decided part of the final for middle of the funnel. This is a really great part to bombard them with, for example, sales and discounted prices, because usually when there is the desire and they're actively looking if they get a good reason to buy the product, I hate this is only gonna be for sale for the next. I don't know our it's now or never that you can make a 30% discount. That's usually enough to push them over the edge at this point. But actively looking also doesn't mean that they're going to buy now. Actively looking might also mean that they're comparing prices that they're looking for certain colors and they're just doing their research. But what is for sure at this level is that okay? They have found a solution they really wanted, and now they're actually doing something to search that product or service outside. There's actually something going on at this level, and finally, when we go down to act to action, that is usually what we call the buying intent. We want to take an action. We want to get the product, For example, the search during this is by reusable bags or by tote bags or buy a magazine by coloured pens by the desk. You know, whatever it is, because then we have the intent of buying that product. It doesn't get any clearer than that, and that means that they are a very lucrative customer because they're looking to buy. You have the product. But that also means because their intent is already so black and white, it's so clear that cost per click is going to be the highest. Now, as we spoke about before, I still recommend that you put the majority off your budget here because this is where you're gonna convert. But this sweet spots are gonna be higher up in the funnel where you get to pay less. But you still have really high profits, right? So breaking this funnel down from top to the bottom, so from the top, they understand they have a problem to get a solution, or that's perfect. Logically, they understand it, but they don't really care at this point. Next up, the start to wanted to start to become emotionally interest at an emotionally engaged with the product or service. Then there's the desire they actually wanted, so they start looking for it. And then there's the action. They are ready to pull out the card, listen their credit, listen their walls in order to get the product. They're ready to take an action towards getting that product or service that they are really interested in that they want. So the action faces a really big face. So why are we breaking down the funnel like this? Well, because we want a group are keywords by the final level when we're gonna talk about organizing in one of the upcoming lectures, we need to understand that there's a lot of different ways that we can organize, and we've been touching on this before, but one of the ways they're going to be about a different levels off the funnel. So, for example, you can have a whole ad group in a bunch of keywords all aimed towards the action intent, right? So that means that when there's action, there's the buying intent, were willing to pay more, but we also need to look at OK, am I being profitable when we're looking at the awareness intent? We need to understand that these air people not at all engaged with our product, but rather we can send into an educational page some educational content on our page. We can get them emotionally engaged with our brand with our product and then start moving them down the funnel. So, for example, if you send someone to your educational content page, then they might move from awareness to interest because now they're emotional engaged. Now they've been read how good this might be for them. And then if they read enough, they might even move on to decide. Hey, actually, this might be a really good thing. I'm gonna go ahead and look at the different colors. I'm gonna go ahead and look at the different sizes or different materials, and then the final step is going to be okay. I'm gonna buy this. This That's it. I need this party. I want this product. They pull out the credit card than they buy the product. So there's a lot of different ways to handle this. We also need to understand if there is that the interest part rather than the desire. Remember, interest means that they wanted desire means that they're already doing something to learn more about it. That's a big difference in cognitive function. Already one of them wants it, but they relates. Either they're more like this man. You know I want it, but I'm not gonna do anything for it. While the desire level is more I wanted, I'm gonna find out more about it so we can find different keywords. We can plan our ads accordingly to someone who might only wanted so we can do more work for them Or someone who has to desire just sell them or what will be the benefit of being bought it right now. OK, so different levels of desire and interest deems for different keywords and also being from different behavior in cooperating with the in the text at level itself. Now, in order to get really good at this, what we're gonna do is that we are gonna take a couple of examples and we're gonna look at where do they connect on this? Buyers funnel or sales final? So, first off, we have the search term how to reduce plastic waste in the ocean. So pause this video and then try to figure where you would put this in the final Go ahead. Okay. I'm gonna assume that you paused or that you don't care for the exercise. Either way is fine now. Before we reveal my thought on the whole process, I just want to say that there's no right or wrong in this. We're still at the level where we are assuming, and the dad is going to reveal if it's profitable or not, but we're still assuming. But the assumption is going to be reasonable enough for us to do our organizing, to do our grouping and to gather organized data in order to analyze and optimize that there's no right or wrong here. There's only calculated estimates. Okay, calculated assumptions, if you will. So I would put this into the aware in a section, and the reason for that is because we're looking for a logical solution. How to reduce plastic waste in the ocean? Well, I just want to know how to do it or you know why I had to do it. But mainly the intends him to be. How how do I do it? You know I'm not emotionally engaged or anything from the sound of it, but the truth is this. This could be a the interest or desire level is, well, this could be a desire where the customers actively seeking out some product for them to reduce plastic waste in the ocean There's no way to truly know. But from the sound of the search term, it sounds like they want to know how to do it. So they are just looking logically at okay, I have this problem. I want to know how to reduce plastic waste in the ocean. Oh, here's an article that explains how so that for me would be put it There were in this level . Let's move onto the next one, and that is reusable bags for grocery shopping. Not once again pause this video and then try to figure out where you would put it. You don't perfect, so I would put this in the interest level. Why reusable bags for grocery shopping that is already expressing a want for the intent of what they're gonna use it for isn't they're not just looking for reusable back. They're looking for reusable bags for grocery shopping. That means that they're being more specific on The only way to really be more specific is if there's an interest in there in the first place right reusable bags for grocery shopping . They're not asking how or why or when, but they're simply searching for reasonable reusable bags from grocery shopping. Now understand this could also be the desire level or the actual level, right, or it could even be at their awareness level. But I would assume from the search from here that this is that the interest level, it's not that the desired level, because we're not looking at any specific prices were not showing any purchase intent. Rather, we're just looking at reusable bags for grocery shopping. Does it exist what we're gonna do with it? Some of you might say that it is at the desire level. It might just be, but it any rate, what we can say is that it's very likely in the middle off the funnel. And those are the three distinct parts that we look at the top of the funnel. We're gonna be sending people to content page, middle of funnel, which is distinct and interest and desire. They're both emotional engaged and then bottom off the funnel, which is when they're ready to actually purchase when they are already sold on the whole idea and they're ready to buy. So let's take another one by environmentally friendly bags. Post the video and guess All right, let's go back by environmentally friendly bags for me. This would be very clear. Cut this? Is that the actual level? Why? Because they offer to express their intent in the search term. When they wrote, bye bye. Invent environmentally friendly bags. So for me, that is very, very clear. What do they want to want to buy it there already for the action there ready to get it purchased. You just want to know where Maybe get a good price and everything, but they're ready to buy. So this is very clear cut. There's gonna be a more expensive bid, but a very high chance for conversion. Let's look at another one. Reusable shopping bags, prices post a video. All right, let's look reusable shopping bags prices. Now, I would put this at the desire level. Why? Because it says reusable shopping bags, prices. They're still in the looking face, right? They have a desire for from my point of view, because they're looking at prices. But just because you're looking at prices doesn't mean that you're ready to pay for it, it might mean that you are looking at the prices to see if you will be willing to pay for it. So that does not to me imply a buying intent. Could it? Absolutely. It could just mean that they're completely ready to buy. And they're just looking for the best price. Absolutely. Could mean. That could also just mean that they're interested in knowing, Oh, I wonder what kind of prices these reusable shopping bags are. But what we can know but decently sure at least, is that they are somewhat invested in this at some sort of emotional level because they're looking at the prices to Could it be awareness? Absolutely. Are the chances hired at this middle or bottom off the funnel? I believe so. Now let's do one last example right is gonna be cheap recycled tote bags, blue post a video. Okay, so let's look at this cheap recycle tote bags blue. Not remember surgery. You might search in one way, but other people, they're just gonna adding whatever that they wanted. The search terms it might look given wish sometimes. So this is the hard ones. I would put this in the desire or action? Why? Well, first of all, we're expressing a desire for the price. Cheap, right. Recycle tote bags blue were also expressing specificity with a specific color. So it might mean that we're still doing our research. We're still emotional investment. We want to buy the product. But it could also mean that we basically found a product. And we're just looking at where to buy this critical cheap and blue recycle tote bag. Okay, so that could already express an action because it is so extremely specific. We're just looking at where to buy it, and we're listing some criterias. So this one is a hard one for me. I would put it in either the desire or action, but I would not be quite as willing unless the data prove me otherwise to beat as highly for this as, for example, one this is by environmentally friendly bags but accustomed by intent is so clear. Where's the by intent here is not as clear. But in the end, the Onley valuable, measured, only valuable. The hell beautiful will that we're gonna look at are the profits. And in order to know if it's profitable or not. We need to get the data. And in order to get some clean data, we need to know how to organize it. And we're gonna organize it in one way by putting them in the different levels off the funnels. Right. So that is gonna be an ad group in itself that might perform excellence. It might perform really poorly and in one campaign might do perfect. Another campaign might do terribly. We never know until we actually try them out, but we need to organize them from the beginning. This is why I keep pushing, organizing, and this is why we're going through the fund will in orderto understand the difference level to understand or organizing. So I hope this made sense. And if you have any questions, were always in the Q and A. Now, in the next lecture, we're gonna go ahead and look at some cost and volume estimate for the keywords that we've been finding in Our keyword research is vitally important. Step. So seeing the next lecture 52. Keyword Planning - Volume and Cost Estimates: welcome back. So by now you already have a good idea how to do keyword research on a pretty high level. We're also starting to understand where different keywords fit him based on your customer's intent. Now, in this lecture, we're gonna go ahead and look at how to get volume and coast estimates for our keywords. Now, remember, these are only estimates, but we need those estimates to get a good starting point for our new campaigns. For a new ad, groups afford the new keywords that we will be using in them. And then, based on the data that we received from running or new campaigns, we're gonna see how to further optimize or keywords along the way. Right? This is how it always goes. But first of all this, go ahead and get our estimates. Let's dive in. All right, so here we are, backing Google ads. Now, what we're gonna do is go up to tools and settings and then move on to keyword planner. You can also search for it Doesn't matter. Which and that you can see here is her previous planets reusable bags plan. But now we're not gonna discover new keywords. We've already been talking and doing that plenty. We're gonna go ahead and get search volume forecasts. Get search volume and forecasts. So we're gonna look at some estimates stations for our potential volume and costs for keywords. So we're gonna click here and now we have two options. We could either upload a file which we could do by simply uploading the file that with the CSB that we downloaded earlier. It's gonna look like this and you just click on open and then you get all the key words that you saved down in the plan. Remember this See, SV file is actually these plan we saved down in an earlier lecture when you can also simply ride in your keywords right here. So let's say that we were doing that. We wanna know the forecast for a couple of specific keywords. Might you write reusable bags, reusable shopping bags, shop, being the being the bags in the environment. So friendly bags, um, we can use bags, tote bags, etcetera, and the way I'm writing this is that to separate the different keywords and just using this coma writes, I'm writing a keyword, putting a comma sign, and then writing the next keyword, and then I'm just gonna quicken get started. And all of these will have been seen a separate keywords based on where you place that comma. Okay, so let's get started. All right, so here we are and things are already looking a little bit interesting because you can see we have gone in some estimates. So the first thing we see is that your plan can get 260 clicks for $170 a bidding max off $3 OK, $3 CPC. So our estimate stations are we could get to in a 60 clicks at 3.6000 impressions for the cost of $170. Click through rate 7.3% is quick hint and very important him. The click through rate is usually so off that I just completely ignore this value. I mean completely, just doesn't estimate even close. And then the average cost per click is going to be $0.66 average position. We're gonna be in the top, assuming we're using a $3 for secrecy. Okay, So looking down here is all of our keywords Here's our as we were all in the same ad group right now, we can, of course, change that in a second. And here is our Max CPC bid. And here are the results we could potentially get from those. But before we move on and we look at these results, you might have noticed that something is a little bit off. These are pretty poor results, right? Especially looking at those keywords. Can you see what is potentially off right now in this forecast? This is a pretty good exercise. Posted video. Give it two minutes and see if you can see what's off. Do it now. Okay. And we are back. So what is office, actually the location. So, as you can see, the location is automatically reset to Cyprus. That is why we're only estimating getting so few clicks on such a massive words such as bags. So what we're gonna do, just like before we could start by giving the planet name, we could see. Um, we could call this mawr, reused several bags and bags. Just call it like that, and then we're gonna change the location. So from Cyprus, we're gonna go ahead and we're gonna add in. Unite. There we go, United States target. And maybe you're also targeting Canada. So I'm gonna add in Canada as well. There we go, and then I'm gonna click on safe. And as you can see, there is quite a dramatic shift in results. Okay, so your plan can get 53,000 clicks for a budget of $65,000 a bidding max of $3 became so once again, 53,000 clicks, 1.1 million impression the amount of times the ad can be shown. For this cause, click through rate. Never mind that average cost per click is $1.23 average position one points. Four. Case that this is interesting. Now things are looking a little bit different, especially for these four bags. So let's break down how we look at this because we don't need to mix anything more hate for you have all languages. You can use all languages, you can focus on English. Depends on where you have your buyers, right. And then we're gonna allow the search network to be Google. Now, let's look at the key. Where's the first thing that I like to do its change up and move up. Clicks the keywords with the most clicks in the very top. Just like this K. So this is going to give me a pretty good estimate station off. Okay, so what are the key words that have the potential to get the most clicks? How many Impressionism I'm looking at? What kind of costume are looking at? What is the average cost per click? This is one of the most interesting measurements off them all. Okay, so I'm already getting some ideas. But this isn't the key point in getting your estimated volume and cost. The interesting part becomes when we click on this button right over here, this is add conversion metrics. So I'm gonna click right here, and what we can do now is that we can add in our conversion rate and our values. Now, if you have previous data you've been running campaigns, you have a couple of ad groups, you might already know that. Okay, My average conversion rates tends to hover at you could write that percent that she and that is really gonna help nail down and adding a new value, which I'm gonna show you in a second, which is gonna help us understand the estimates. Much better now, depending on what it is that you are estimating. If you don't have any data at all and you're selling your aneka MERS or drop shipper, maybe you have a Shopify and Amazon. If it doesn't matter, you can estimate to have between one and 2% conversion if you have zero data. If you have no idea 1 to 2% let's say 2% for this case or 1.5, let's be a little bit more conservative, and then we have the value poor per conversion and the values going to be the estimated value per conversion for those who are checking out. Right, so the total amounts off purchases didn't make the total value, and you can need to make the total value straight off the bat, how much they buy for or what is gonna be your actual profit. And I recommended you counting your actual profit. So let's say that you generally says sell for $200 but your actual profit might be $100. I'm gonna write $100 in, so if you have no data. You can do some rough estimates, but the conversion rate for e commerce is 1 to 2%. If you're looking at it leads sign ups. Maybe 4 to 6%. Something like that. Those tends to be the general averages that is recommended. If you have serial data is just a starting point, OK? And then we're gonna go ahead and click on safe. So now things were getting a little bit more interesting. So now we can see your planking at 770 conversions for $64,000 a click. Big Macs off. $3. Okay, so what we're looking at now, which is the new value when we can start getting some estimates, Is this one return on ad spend now? Why is this such an important value to be calculating from? Well, because the only thing that we are interesting in the end our profit right profit, profit, profit. Now, in the end, if you have high commercials, low conversions, as long as you are making profit, that is the end. Gold understands how your point came. So 1.2 in return on ad spend. That means that for every dollar that I put in, I'm going to get $1.2 back, so I'm gonna make a profit of 20 cents. So the return on ad spend is pretty low. But it also means that if you all have a cost of $64,000 you will get a total amount of 77 1000 back in return. Right? So that means that you have an estimated profit on the C $13,000. I don't think my mouth is to offer $13,000. That's right. So even though these are only estimates, when it comes to the amounts of impression and the clicks and the averages CPC and the estimated return on ad spent, this is where it gets interesting because now we can start to manipulate the date a little bit to give us on starting points. When it comes to okay, I have these interesting keywords that I really want to try out and putting on ad group in and have a drunk. What should I start with? What should be my starting point? Well, what you can do is that you can clean right up here, which is going to expand this bar and you can see now we're looking at conversions, but we're gonna look on return on ad spend. You can see where there is a sweet spot. So the return on ad spend is getting the highest right up here, right? And the lowers down here, so there's gonna be a certain sweet spot that we can look at. So let's see this. If we are looking at an estimated return on ad, spend, let's say 7.5 point three. Now, remember, these are very, very rough estimate. I'm gonna need to change my max CPC bid. And the reason for that is pretty simple, because if we're looking at the word backs, for example, we can see that our maxi Perseus right now $3 But the average secrecy costs 1.2. So, for example, we have a return on ad spent at 1.2 right now. If I wanted to use the word bags, which is a broad term right now, I could change from $3. I know that the estimated 1.2 and I could change it, too. Let's set it to $1.2 and then let's look at what happens with the return of that's been. Now you can see the return on Aspen just went up to 1.8 because we started changing some metrics. And this is pretty much how you want to change things up and none off. These values are true. Now, the average cost per click for the value off at 1.2 might be something like, you know, $12 or $0.5. We don't actually know these air Onley Rough estimate. The real amounts of clicks might actually be 5000 or 1000. Or maybe there is even too few clicks so that Google can't gather in a data. But on average, we have two things. One, we have an estimate and a starting point. And two, we have some contrast. It's decently reasonable to assume that bags they're gonna be more popular in total backs. Tote bags are going to be more popular than reusable bags. It said her because we're looking at the confessed by how much this hard to say because these are only estimates. But we can continue doing this. We can put this one down. This is $3 for tote bags. The average cost per click at a max CPC for $3 it's 1.39. I'm gonna put this down at 1.3. I'm gonna click. It's safe. And now that 1.8 return on ad Spanish has popped up to two point suit doesn't mean we're actually gonna get a return on ad spent at 2.2 it doesn't, but it gives us a much better starting point. Reusable bags. Is that three? I'm gonna put this at $1 for example, and see what happens. I'd still a 2.2. So if we go back up here, we can see that there's still a sweet spot to be found around here somewhere to point four . We could try going at estimating. Okay, 2.4, let's say $1. I'm gonna change bags and I'm going to beat $1 for that keyword and see what happens to the return on. That's been Oh, it goes up. Okay, so maybe a good starting point. If I want to use the word bags, it's gonna be $1 now. Bags is probably going to be a way too broad of a turn. So, in fact, I might actually want to add this into my negative key. Wordless s an exact term because bags might mean persons. Handbags might mean plastic bags, which we absolutely don't sell. Leather bags, whatever. But it is an interesting thing to do to look at the estimates and see how things change is all right. So if I don't want to use this keyword anymore, I might select it, and I could click on a remove. There we go. So now we're gonna have some different estimates. Then we could see that the returner has been just went down and we probably want to manipulate the data somewhere we can't see. Okay, We're gonna have a much better with return on ad span. He years somewhere. Let's see somewhere along, Cyril 0.5. OK, so let's start mixing things up. Tote bags. We're gonna put that at 0.5. Just see what happens with the data returning. Asked 1.61 point five. That's just no good. Right? So we're gonna put it back, put it to one instead of see what happens. 1.5 goes up to 1.7 Okay, so this is pretty much how we're gonna want to play around with these. So these shopping bags, $3. Let's put it to one. Return on. AD spot is 1.7. It pops up to two, okay. And your data might be very different than you're going to see that you were going to get some more estimates. But that is all this is. There's just a bunch of estimates, but for now, But I'm what I'm looking at is that I would go through each of these key words I would look at. What are the estimated cost per click that I will be willing to pay? So tote bags, for example, would be $1 reusable shopping bags is currently three. I might look at 1.5. I'm gonna try putting it down, check the return on ad spend. It goes up. Okay, That might be a better starting point. Might not be, but I'm gonna estimate that it is right now. And I would go through that with all of these different keywords. So now I have a couple of different options on what to do with all of this data. What I could do is that I could further optimize it by going into negative keywords and adding those things. I don't usually do this because these air on the estimates I don't go that deep in and start adding in negative keywords. Most of the time. We can also go into historical metrics and these air interesting because this allows us to understand. For example, when are certain things peaking? Is it stable? Because this shopping bag, for example, is a very interesting history. So somewhere here around July this summer, this is when the safer shopping bags are really peaking. So that might be okay. There might be a good time to put on a sailor. That might be a good time to add in some new shopping bags into my store and also to see the for example, here we're here. Rather, we can see that there's some sort of pattern off peaking in April in August. At least it seems that it, even though it goes up and down, it seems reasonably stable compared to, for example, shopping bag, which is a certain peak at a certain time, so it can be very interesting to understand historical metrics like that now what we can also do so that we can go ahead and look at the ad groups. And this one is just called ad groups right now. We could call it, optimize it usable bags estimated, for example, So this is just made the name up. And this would just be for reusable bags from where we put some estimates stations. We could call it test Reusable bags test group, for example, and this would be the key word level that would just look that and we were doing our changes to them. Then we have the different locations that remember we put in two different locations, one in the U. S. And one in Canada, so you can see we have a different amount of clicks, impressions, costs click through rate and on average cost per click. Now, if these air drastically different and you are looking at 234 maybe even 10 different locations, and you see that they are to drastically different in their average cost per click, maybe the USS at 1.5, and you notice that Ireland in Canada together or just hovering at like 0.7 that it might be a good idea to put one campaign focusing on the U. S. One campaign focusing on Canada and Ireland and see which one heels the highest profits. That would be another so called split test just to put them against each other and say, Hey, maybe I should be focusing more on these countries, etcetera. There's a lot of data to be mined from here now what we could also do, because we already sort of set this up as an ad group, right? It's right here is that we could take all of this day that we could click on Create Campaign and now we could give this campaign a name. Let's call it, um, reuse several bags, see a plus us because now we're targeting Canada and the U. S. And then I could either used to recommend a budget or I could put my own budget. Let's say I wanna put in $75 for here and then Calico saving we would have a campaign created. However, that campaign would not have any ads. It would have a campaign, and it would also have on ad group Teoh along with it. But you would need to go into the dashboard and create the actual ad yourself. I never do this. I don't recommend that you do, either, because if you actually go through the regular set up when you set up a campaign step by step, it's much easier to get on overlooking a step by step process to make sure that you don't miss anything. You nail everything and you set up the ad in the process is just something that I recommend to be thorough, right? So how do we understand and use this information? Well, it's very simple. What I would do is that I would put in all of the information that I just got from that. My keyword research. I would put in all of those keywords here. I would start playing with the estimated cost per click. I would get a starting point, and I would put them in an ad group and then run some tests, get some data and see OK, this is working. This is not working optimized from there and then keep adding in negative keywords to expand the negative keyword list. This is really the way to go in order to expand and in order to improve. If you look at plan overview, you're gonna have a really nice overview at the top, the clicks, the impressions for all of these keepers or which are gonna be the best performers. We can also get a forecast. We can look at the devices. We could see that mobile phones wolf. Just going through the roof might be very interesting. When I further optimized for mobile phones, we can also see the location. Or it's gonna be much more in the US than in Canada, which makes sense. So to summarize, do your keyword research get all those interesting key. Where's that you think might work Really good. Put them into the keyword plan and get your forecast for all of those different keywords mixed in down playing around with the CPC. Save them into an ad group and then later on, you'll be able to add that ad group into a campaign or do certain keywords, for example. And if you're making a lot of ad groups in here and you're having a quite a bit off key, worst city, we're planning our sorting out. What you can do is go into the ad groups here. You can select it just like this. An editor, Max CPC, which is gonna be like a default bid and just Addy. And let's say one, for example, because we know it's a three was just way too high. Click on save, and you're gonna get some different results. All right, So great job. Just like before, we can either save it down. We can either exit it just like we have done before. And should you return back, we're going to tools and settings and going to the keyword planner. We're gonna notice that our plan is still here. More reusable bags and backs clicking on on this one. We can see our plan. Here we go. To add groups, we can see the agriculture name often might. Reusable bags estimated that this entire section could be crediting to a campaign, but I know recommended. I would rather imported when doing it step by step. Great job making it this far. We're gonna move on in the course, and we are going to start looking at how to do the organizing. All right, so we know how to do a keyword research. We know how to understand or keywords to the buyers. Finally also, get some estimates for our CPC and get some estimates for ah, volume. Now we're gonna look at how to organize them in Different themes came because this is really going to set the standard for you. Understanding and keeping an eye on all of your keywords and the different available themes , especially when we get to do it in real time. And especially if you have clients and a couple of clients were many clients. Let's move on to the next lecture. 53. Keyword Organising - Finding Themes and Wraps: Welcome back in this lecture, we're going to start organizing our keywords, and we're also gonna learn how to wrap them in the different match types to effectively get some ad groups going up. It's a very important process to understand the organizing part in order to download all of the key words, whether it is our own account or a client's account, and look at the different possible themes for different possible ad groups. Okay, so if you are getting the access to a client's account and you need to do the first time auditing this is a highly recommended exercise to understand. Okay, what kind of keywords air going on here? And what is the Linger? What is the language that they speak within this niche? Okay, so let's dive into it. All right, So first off, we're gonna want to grab our entire keyword lease A t least for one of the campaign's not. What we can do is click on all campaigns and grab or cured list. Or we can select one of the campaigns that we haven't get the entire keyword list from that campaign. For us, it doesn't matter because you only have a single campaign. So I'm gonna keep it there that I'm gonna move down and click on keywords. All I need to do is go ahead and click on download hair, and then we're gonna download as Ex L. C s V just like this. Now, if you are on a Mac, you're not gonna have the classic Excel program. But that's completely fine, what we can do instead or even if you don't have excel on a normal PC. What you can do instead is just grab that file that. Do you just download it and grab its ride into your drive? Because we have a Google ads account. We also have a drive account, and you just need to go to Dr Google. That's come. You pull that account in here, double click on it, you're gonna get to preview, then click on open with Google Sheets. Super effective if you don't have excel. If you have excelled, you might as well just open it up in that one. Doesn't matter. Okay, so here it is. It's all of our different keywords that we're currently using, and it's not very big, right? We can see that there are a total of about third it or some extra columns here. Now, if your order things so once account, that might be up in the thousands, right? And for you probably is gonna be in the hundreds in just, you know, a couple of weeks as you learn how to optimize and expand. So the first thing we're gonna want to do is organize. Now, this is a mess, and there's a bunch of things here that we don't need. So the first thing I'm gonna do is that I'm going to click on the Sea column here, and then I'm going to scroll all the way down to the rights, and then I'm gonna click on the are calling. But before I click, I'm gonna hold the shift Butter like this. So all of these columns in between get selected. All of these columns are selected. I'm going to right click, and then I'm going to click on delete column C to r. And they're gone. Perfect. Now I'm also gonna delete the A column, so I'm going to right click in that home click on delete collar because we don't need those columns right there filled with active or non active, which add group. They are in the average CPC. All this info, the only thing we're interesting here is starting to organize our keywords thematically. Remember, we've spoken about this. We need to find and arranged them according to two different themes. And from those things, we have some possibly new ad groups. Okay, so there we go now. I'm also gonna remove keywords here. He's gonna do it like this. They would go and next up, I'm gonna click right click on a column right here, and then I'm gonna go to short. Sorry. Sword the sheet eight. You said. And I click there. And now suddenly we have it all alphabetically. Which also means that we can start seeing some interesting themes. I'm gonna expand a column like this. Everything fits. And then I'm gonna right click with this bag here. I'm going to right click there and then I'm gonna click on insert rope. This is just for the organizing part for me to get up. Better birds view of the whole thing. And up here I am gonna hold command be because I want to make it bold. We can also just click here I like to do that. At least I'm gonna write. They were key words. Okay. And up here, I'm going to double click, and I'm gonna click on beat once again, I'm going to write. That's right, a woman. I'm gonna write themes. Okay, so what I'm going to do right now is that I'm going to be looking through these keywords. There's not a lot of them, but there's a lot of things going on, and I'm going to see if I can find some different associated themes, okay, that we can potentially put in ad groups when you're auditing or when you start expanding to a lot of getting a lot of different keywords and a lot of campaigns, a lot of ad group. This is an amazing way to get a bird's view and start expanding into new themes. Which means new address, which means new data, because the truth is, we never really know where the highest profitability lie. Now, depending at different accounts, are gonna have different results. That's just the way it worked. Different ad was gonna have a different result. Different match type, it said, And there is nothing that's really consistent among the different accounts. That's what makes things so interesting. You're gonna notice this when you start getting some clients if you have an agent and if you do taking clients, you're probably gonna notices for yourself anyway. So the first thing I can look it is all the way to the left. We see by with the discount with the online. With this sale now, those might be interesting, right? So either we could start using these kind off as we call a bottom off the funnel search turns. We know they have a buying intention off by discount and all of those things where we could leave them. For now, in order to go into different themes such as online, I'm gonna hit, enter, We could see shop, I'm gonna hit enter And then I could start looking at the middle of the environmental friendly hit the middle known plastic zero waste. I'm just scanning from here and I see no plastic. I write that I c zero waste. I write that up and I just keep going accordingly to what I see. And the recent that I am not using by or discount or sale is because those doesn't have to be their own unique address, but rather those could be so called modifiers. We could go ahead and make, and you call them here a swell, and we could call it modifiers. And I'm modifier is basically that. Let's say that we have that we combine one of these, we can call it by non plastic bags. Okay, so we might want to create one ad group that's called non plastic bag, right with the theme of a normal plastic. And we might have a non tastic told backs, non plastic shopping bags, No plastic, you know, whatever. That might be. The theme off non plastic. So we might create an ad group around that theme of non plastic, and then we might want to split that make an exact duplicate of that exact same group. But also adding key was with the modifier off sale with the modifier off by with the modifier off shop or discount as an example, because then we're going to get black on white. Hey, are these bottom off the funnel keywords working out and we're gonna be able to see that by comparing add group to add group. Isn't that interesting, because now, when you understand the different concept in the different levels off the buyers funnel, you also understand what adding a word searches by is gonna do. Chances are is going to increase the bidding cost, but it might also make sure that your profit go up, but it might do the reverse. You might have lower conversions, but still a much higher CPC big wish might make your profits go down. The only way to really find out is by using a so called modifier. That means that you're going to make one add group around non plastic, and then you could be that one and make one by known plastic. So you might use to use all of the theme off non plastic, but also using the word by. So then you're going to see black and white. If it's working out well or not, you could, of course, make it its own theme of just by. But in my opinion, it's more interesting to get a comparison and see if the bottom of the funnel is a good way to be aiming for these different themes. But once again, by could absolutely be its own theme. We could write him by here. We could also write in discount. We could ride in sale, etcetera, or we could select these ones. Could be the lead from there. Go in here, paste them in. And there we go. So these would be called modifiers, which would allow us to compare these different themes within mod modifying thing to see if they're performing better or performing worse. Okay, so this is looking pretty good right now. These are some of the different themes that I am seeing. Remember, there's so many different things. It could be by byproduct. It could be by category. It could be by color to be by material could be by level of funnel. There's so many different themes that we could be looking at, but say for now, did. These are a couple of different themes that I'm very happy with. So what I'm gonna want to do now is that I'm going to be copping all of these different themes. They would go and I'm gonna click on copy all I do in order to select them all this that I click on the 1st 1 and I hold my mouth there and I keep holding. And then I just pulled it down and this allows me to right click and copy. And now we're gonna go to merge Words. Now, there's a lot of these tools online. Doesn't matter which one you use. I'm gonna put this one in. The resource is and what I'm gonna do here is that I am going to paste all of these different themes in here because, remember, women we've used this before. If I add in some word here, they're going to start matching up. So I might want to, for example, adding bag, shopping bag, mesh bag. Um, let's see what else? Tote bag, grocer in bag, etcetera, etcetera. Now, you could also off course, just writing, for example, bag in here and then this column would be shopping. This will match, this will be told. But what? I'm doing this. I tend to just write these one out in the middle of the results are the same. And then we go down. And when we click on merge so interesting that now we were getting a bunch of different keywords, right? So all I'm gonna do right now is I'm gonna scroll down. I'm gonna select all of them. And then I'm gonna right click and I'm gonna click on copy. Okay? Now I'm gonna go to a new website that's called AdWords rapper. Okay, now, AdWords rappers a really cool tool. This is in the resource is as well, because this allows you to wrap them in different match types. And the recently when I use a lot of different match types is because we don't know which one is going to be working the best. Which one is going to perform higher, which is gonna perform lower. So the only way to know this is to get some data now, you might, for example, have some data already, so you might want to include or exclude some. But if you are completely clean like we are right now, then all we're gonna do is scroll down until we get to this part. I'm gonna go ahead and paste all of these keywords in just like that. And then I'm gonna click on rap keywords and scrolling down what we're getting scrolling down. The more are these different match tight Now, the first boxing here has all of the different math match type wrapped up so it has a broad match abroad, much modified as you can see with the plus in front of every single keyword here phrase match an exact match. Really cool, right? Very hand. It's all I need to do is click on cook. But here there's 100 off them right now, and we would have them all. But that is not what I would do. So let's say that I would want to create a on admin for environmental friendly. So what I would do is grab environmental friendly just like this, I would scroll all the way down all the way. The unsealed er is no more environmental friendly. I would go ahead. I would co pay all of these ones. I would head back to my Google AdWords account and then I would go into that campaign right here. By clicking on it, I would go into ad groups and then I would click on the plus sign right here and creating you Add group. And we could call this environment mental friendly, right, because that is our theme. I'm gonna go down here and I'm just gonna paste all of these ones in and we're gonna have all of those wonderful keywords in here environmental friendly. We have miche bag, shopping bag, grocery bag, etcetera, etcetera. Um, let's say they were gonna sit if albeit off $1.5 for example. So that's it? That's it. Really? Then I go down and I click on save and continue. And then I also need to go and click on saving continue for this ad Unless I want to create a new specific ad which we are going to want to do when we are creating all these different groups who are gonna want to specify. But for this example, we're gonna go ahead and we're gonna click Sape. So they were going out. We have a new advert called Environmental Friendly, so let's go ahead and we can create a new one. I'm gonna click on the plus sign right here. I'm going to go back to ads Rapper and here we have known plastic, Right, So I'm gonna go down and I'm going to select all unknown plastic just like this. I'm gonna copy them. I'm going to go back into the account. I'm gonna call this non plastic and then I'm going to set. Let's say it is a bit of 1.5 here. Hopefully, we've done our research by now, and I'm gonna paste it in just like this. Okay, So really cool. Way to do now. One more pointer before you go ahead and you start putting all of these iam. Let's say, for example, dear creating an ad group and you're using a very common terms such as online bag or let's say, for example, we scroll down. I think we're gonna have over here with the shop bag, right? You saw really common terms when we have these really common terms and especially when we're dealing with hundreds or thousands off off key words when we're adding them into our ad groups were gonna want to make sure that, for example, non plastic bag might be something that we don't want in a broad term. Right. And the reason for that is a known plastic bag could be known plastic person known plastic handbag, whatever, because it's so broad. So that might be something to consider when we're adding in our address, make sure that especially the broad term and the most common as short tail keywords as we call those or the shortest and Broadus keywords for the shortness keywords that you remove those before you publish. So I think this is looking really good, and I'm just go ahead and I click on Save and continue. I would want to specify the ads and then I click on Save and Continue. And suddenly we have created two new ads group based on different themes. The themes this we grab awful for keyword lease put it into an Excel document. I would just formatted it very basically found a couple of themes. We put those themes into merge words. We put together a big list off different, viable keywords that we're putting into add rappers. So we got all of the different match times that we put it into a new ad group. How cool is that? So I just want to say congratulations in making it this far already, and now you have a very good understanding of keyword research. A very good understanding off key were planning, and now you know how to do your keyword organizing. I would say you're gonna be one of the top advertisers when it comes to Google ads already because this is knowledge that most people don't take the time to learn. And if you're running it for yourself, you're gonna have a much higher chance of much more profitable ATS. And if you're on agency, well, you just sharpen your tools to get ahead of competition. So great work. But we still have some more to learn. So we're gonna go ahead and continue on to the next lecture and I'll see you there. 54. Calculate Initial Max CPC Bids: in this video, we're going to be talking about how to calculate our initial Max CPC bid. Now, in the beginning, when we're starting out, it's very confusing. We don't know how much to bid for each keyword or for our as a default, but overall, now, once you get some day that this is gonna become very clear, this is when we start optimizing. But initially when we have no data, it is a little bit more confusing. Now, we've already looked at the keyword plan and we've looked at some estimates and how you can manipulate those estimated bids in order to see the R. O. A s scale go up. But once again, we are playing with estimates on a an entire system built on rough estimates. Right. And there's a lot of different calculations out there. But there is one calculation in particular that I find has been very useful and one of the greatest starting point. So, in this lecture, we're gonna die right into that calculation, and I'll show you how you can start calculating your initial Maxie exhibits. Let's check it out. All right, so here we are. Now what we're gonna want to do is calculate our initial max CPC base when it comes to our keywords. So in order to know initial max CPC bid, we're gonna need to do a couple together with some facts, right? So let's start looking at these formula now. The first thing that we need to know is there conversion rate that we don't know where conversion rate. So we're gonna have to assume and make a calculated guess, just like we did in the keyword planner. And depending on what business you are in, well, that's gonna decided generally how higher conversion rate is and just general, how your ads are doing, how good you are at that fork. In a business you have etcetera. But let's assume I I recommend assuming on 11 to 2% and for this example, we're going to assume that the conversion rate and it is an e commerce in the conversion rate is 2%. Okay, so that's gonna be the first part off this formula and calculation. We are gonna assume or try to estimate our average conversion rate. So let's AIDS 2%. The next thing you want to know is are break even return on ad spin on. What do you mean, would break even return on ad spent? Well, what I mean with that is how much money do I need to earn in order to break even with the products in the business that I am? Me. So let me give you an example. Let's say that you are on equal MERS business, right? Well, that means being an e commerce business, you might have physical products. And with physical products, you're gonna need to buy them from a wholesale. So you need to buy the products. You probably need to have the products shipped to you, which is an additional cost. You're probably gonna have it branded another cause you're gonna want to have it shipped to the customer. Yet another cost. And you are, for sure, paying money for the ads. So the question is, how much money per $1 spend do I need to earn back in order to break even? And now we're talking about something that's called profit margins. So, for example, if you are an e commerce business, you might have a profit margin at, say, 50%. So if your profit margin is 50%. That means that let's say that you're selling something for ah $100. Well, that means that if your profit margins are 50% $50 are actually going to be profits, and 50 the other $50 are going to be costs. Now, if you're selling digital products where you have digital services, your marches are probably gonna be 80 to 90% is gonna be really high. But when we're selling physical products, especially if we're doing long shipping, the margins are probably going to be lower. So that's the next thing that we need to know. We need to know our break even Martin's. Okay, so let's say that the break even Marge's hair of 50%. So what we're gonna go ahead and do is that we're going to take one and divide that with 0.5 and then we're going to get the number two. All right, so that means that our break even return on ad spend is 200%. So that means that in order to break even in order to cover all of the costs for the ads and in order to cover all of the coast for your products. Whatever costs that may be for the shipping, for the branding, for whatever cost it might be, you need to earn 200% of what you're spending on ads. In other words, whenever you spend $1 on ads and you get $2 in return, you are breaking even. You're not earning money. You're not losing money. Okay, so we need to understand a break even return on ad spent. And all we do is take one divided with the percentage off our marches. And because it's 50% that's gonna be Cyril 500.5. All right, so are break even. Return on ad. Spend East 200%. Next up. We need to know our average order value. And that means that if you have a business and you look at the total amount of orders and you take all this those orders and you and you calculate Okay, how many orders do I have? How much am I making in total value from those orders you're gonna get a calculation of Okay. How much is an average or order worth? So let's say in this case that the average customer has an average order value of $100. So we just need to know this. There's nothing more more to calculate. And these are the three things we need to know. First, the conversion rate is just an estimate, and it's better to be in the Conservatives. I've 1 to 2% even if, in reality you're gonna end up for 5% if so, good on you. So first of we assume an estimate, our conversion rate Next up, we need to understand a break even return on ad spin using the formula we just went through . And third, we need to know our average order value. How much, on average, each of your customers orders. For now, together with these three pieces of information, we're gonna use this formula that says average order value divided in your return on ad spend times your conversion rates. Okay, so let's take that one step at a time. First of all, we're gonna have our average order value divided by a return on ad spend. So that's gonna look like this, Or average order Valley is 100. We're gonna divided with 200 because it's 200% 2. We just divide entire percentage, and that gives the results of 0.5 right next up, we're gonna take 0.5 and we're gonna time mates with the conversion rate, and we're still gonna use the percentage of that 0.5 times too. Okay, because of commercial rates are 2%. So that means that our break even cost per click bid is going to be $1. OK, so this is a very solid calculation that you can use if you have a minimum amount of data off, what is going to be your break even secrecy, Bill. So what does this mean? Well, it means that from these estimates, which are one of the more fairly decent and reasonable estimates that we can make based on the limited data we have now, it also means that if we have a return on ad spend that is higher than 200%. Well, then we are making money. That also means that if we are winning bids for that is below $1 we're going to be earning more money, right? That's gonna put us on the profitable side Now, In the end, we always always want to make profit At this point, all we're looking at is the break even CPC bid. And the reason for that is because most beginners or most people starting out you can be starting out and not be a beginner are not gonna have a lot of data. And because they don't have a lot of data, their initial campaigns are not going to be profitable. That's just the way this works. The more data would get them, or we can optimize on the more data we get this smarter. Google's algorithms become so my recommendation general, and this is also a general rule of thumb for people. Starting out with a new account is to break even. If you are just starting out with a new account, you have limited data aimed towards break even, because if you do break even, you're actually doing a really good job and you're getting some valuable data. But do assume that you will not be making profit in the beginning because it's very likely . So I recommend that if this was confusing for you, review this video one more time and actually used this calculation to calculate and set your initial CPC bid, all right, this is very valuable and this secrecy, but it does not have to be accurate. But it is a very good starting point, right? All we can do is assume, and the more solid the formulas, the closer it might be to the truth of what we deem to be a break even or deemed to be profitable. All right, so that is this formula now I really want to say great job in making it this far. I mean, we've gone through a lot of hours of Google. That's already. And I would say that you are already starting to become on top of the game when it comes to Google advertising, because a lot of people don't spend the time learning these kind of things, like top of the funnel keywords, using it peripheral keywords in order to send people to educational content pages, understanding initial formulas, understanding strategies, understanding how to properly use negative keywords. All of this is such valuable information. And I just want to say great job in making it this far, and this is going to conclude the entire keywords section. And now we understand how to do our keyword research, keyword planning keyword, organizing what the different match types are and how to use negative keywords. Fantastic job. Now we're gonna move on to the next section off the course, and I will see you there. And remember, if you have any questions whatsoever, were always available in the Q, and you will get a reply within 24 hours. This is why we have the cure, Nate. This is where we keep nagging about it. Because sometimes things gets complicated or confusing. Let us help out. See, in the next lecture, well done. 55. Quality Score: welcome back their friends. In this lecture, we're going to talk about something called quality Score. Now. Quality score is something that has both been shrouded in mystery, and I think also costs a lot of premature hair loss for a lot of people who have been using Google at for a while. Quote. The score is basically Google's way to assist the score off your keywords and off your ads , and we're gonna talk a little bit more about first of all, the implications of it, what it means of why you should care, and then also how they actually calculate these quality scores. Let's dive into it. So I don't think that I need to say this out loud, but I'm going to anyway. Google is a big, big company, and they are millions off ads. They're being popped out on Google ads every single day. There is a lot going on, and in order for them to assess, which adds, you drank where and how much you'd on add costs. They have something that's known as quality scores. Now, quality scores is basically Google putting their stamp of approval, saying Hey, this is good stuff. We want to reward you. And similarly, when every have a bad quality score, that is gonna be Google's way of saying, Hey, this isn't too good, you know, go ahead. But is going to come with some consequences before we get into what the pros and come So what it actually does. Let's look at some factors that Google used to determine whether your keywords an ad are off high quality score or low quality score. And remember, we don't actually know all of the factors we are going to go through. The factors were Google themselves have actually released data and said, Hey, we are looking at this is a factor The rest of the algorithm no one knows and that's the way Google likes to keep it. Let's dive into it. The 1st 1 is to click through Rate now, which we've been in the dashboard several times, have been looking at campaigns, ad groups, keywords everything, and they have their separate click through rates right. But the click through rates, for key words and for ads, are especially interesting because Google looks at that as a quality score factor. In fact, just recently, one of Google's employees release and said close to 60% off the equality scores, calculated from the click through rates and the click through rate does not Onley. Comprehend your current click through rate for any certain keyword or add, but also from the history off. Click through rates that you have on your Google ads account and also from the click through rate one saying that word many times also from the click through rate that Google assumes that you might get from these certain keyword. So they also have on expected click through rate. So three types, the one you're currently have the expected click through rate and the History off. Click through rates right there. Interesting, isn't it? Now, of course, if you already have a certain click through rate, then asked, You get more and more data. Google is gonna trust that clicks rate more and more, but you do need to have a certain amount of data before Google connection, even assess quality score for any given keyword so that it's one off the factors that is the c t. R. I think I want to say CTR special quick through it sees here on the time, and it's very important released by Google themselves. It's close to 60% now. The next thing is add text relatives and you remember we spend time writing the ad takes right and add text. Relevance is going to be what is actually promised within the attics. And how is it delivering on its promise? Right? So the ad takes relevance needs to be relevant to whatever product product that it is selling, Which brings me to the next factor, which is landing page quality and relevance. Now these two go hand in hand, and the landing page is the site where they end up when they click on the at for us. Since we did on ad based on the coral effects bags, that would be the landing page. So you need to have on add text that is relevant to what, what you're riding, what you're trying to sell that is also relevant to the landing pasted you are sending people to. Now that landing page needs to, of course, be relevant to the add text, but also be off high quality. You understand there's a lot of factors going on here. So what does Google consider a high quality landing page where no one really knows. But they're also calculated estimates based on people doing some trial and error and getting some data on this. But no one really knows. But one of the things that we've been looking at it and people been looking at for landing page quality is that one it needs to. It should have a unique asylum. And having a unique design really helps out with the quality score when it comes to not using basic themes and not having a low quality pictures and typos on your website, etcetera. And interestingly enough, there has been some increased quality scores for people who have some about me or on about page on their website, which is very interesting. That doesn't mean that you can't create a quick funnel Onley and not have good quote discourse. But it means that it's one of those things that Google might consider to be a off higher landing page quality. So what we're looking at so far is that we're looking at the click through rate, the ad text relevant and the landing page quality and further relevant. So the ad and the landing page need to deliver on the same promise. If you're selling something in your at that landing page needs to deliver on what it is that you're selling. That landing page also needs to be of a higher quality. No, just your basic WordPress theme with, you know, a basic phone slapped on actually something that is appealing Now. How do you know that something is appealing because there's highly subjective, right? I don't know, but Google makes an estimate based on their algorithms. Right then, the only thing that we can say there's a higher landing page quality more time spent on that. This sign is going toe up the your quality score, and it needs to be relevant to your ad, right? They go hand in hand. So while there are, we assume a lot of more factors. These are the actual factors that Google has released themselves and said that hate these matter and interestingly, the landing page quality factor has been increasing more and more and more accordingly to the Google employees themselves. So you want to focus on all of these three with a special notion on focusing on your click through rate. So if you have you just started an account and you have a little click through rate. Don't worry about it. What is the high? What It's a low click through rate will, once again that is going to depend on where you're running your ads. This is where it gets even more interesting. So different countries, different states in the US different regions are going to have different quality scores even while they're using the same add isn't that interesting? So there's a lot of factors. Were a lot of segments off where you might have one quality score. We might have a different quote to score, for example, having some competitors pop up or if you're advertising in a different regional or even interestingly, if you're advertising for different platforms, they all matter. They all matter in the contrast to each other of how high will you called to score be how high my quality score? I get a competitors, my competitors, a really high quality score that might cost yours to drop. We don't properly know the algorithms, but there are some estimate that works for people to help them increase their own quality score and Google calculations by a score of 1 to 10 1 meaning that Google is very unhappy and sad, sad, go go. And 10 meaning that was very happy. It considers high quality, and it will give their stamp of approval. So why does this matter? Well, this is where we get to the real meat of the whole information about base and that is that a higher quote. The score is literally going to lower your cost per click and increase your at rank in your ad rank, which will talk more about in the next lecture is where your ad will rank among the all the rats. So say there are four ads for this certain search page, and the higher the quality score, the higher the possibility off you ranking in a higher position. And that, of course, is very relevant. And, of course, in lower cost per click, we always want the lower cost per click Well, that also means that the reverse is true. If we have a lower quality score, that means that the cost per click may actually increase. You may be punished for having a lower quality add Now. Interestingly, we don't know how much is going to say by having a high court to score how much you're actually saving in your bidding. We also don't know how I was going to affect the ranking. While there has been some estimates that a high court score can save afterwards 50% off your CPC making 50% cheaper and there have been some studies showing that if you have a really bad quality score like one, then your CPC can be up towards four times higher this 400%. There is no truth to this. No one really knows, and most likely the algorithm is constantly changing. But the only thing that we can say is that a higher quality score means that your CPC, your cost per click, is going to be lower and your ad rank is going to be higher, so it's a very important quality. We also need to know that even though quality score obviously is very important, it's not the most important thing in the world and there are exceptions when you should be ignoring quality score and because number one we're always looking at profit no matter what profit profit profits, even if you have a really bad quality score and you're making a ton of Prophet. Who cares? It's all about the prophet. But let's say that you want to do, um ad, and you want to base that on some of your competitors. Keywords. Maybe in your competitors brand. Well, you could do that, but the chances are that Google is going to recognize this in your ad and say, Hey, this isn't the brand that is being advertised. This is another brand, but using these brands thing, so that means that your quality score might go down. But this might actually be your tactic. So if you get a low quality score, but still it's a profitable, it's a profit of strategy than stick to it. Similarly, if you have a certain word, let's say reusable bags. And there would be a company that called himself Reusable Bags Inc. Well, chances are that that word is going to be associated with that company. And because you aren't that company, your quality score is going to plummet, which also means that you're going to get all of these penalties. But still, if profitability is our high, then that's fantastic, right? So it's all about the profitability in the end But for for a starters, we should focus on the click through rate, the add text, relevance, the landing pitch quality and relevance and make sure that we get a high quality score. So before we move onto the next lecture and talk about ad rank, I want to show you how you can actually get the metric off quality score adding for your keywords. So let's look at that. So what we're gonna do is that we're just gonna head over and click on keywords down here, and then we're gonna go ahead and click here with its columns, modify columns and then scroll down and you'll see that this is cool it to score. So we're gonna click there, and then you get all of these different metrics now, Like we said before, we have the history off the landing page will have the history off. The click through the history of the at relevant history is relevant. History matters for you. Call it to score, but we can't control history either, right? It might be an interesting matter down the line, but the only thing that I prefer to use this the actual quality score off certain keywords . I just like to click on quality Score and then go ahead and click on apply. And then when I looked to the rights, we can see that quality score is all the way over here, right? And we don't have any quality school right now because there's not enough data. So when actually get to score 1 to 10 that varies. But what I can say is that I wouldn't take this. Call it to score too seriously. Before I have at least 1000 impressions, we can see that this one that we quit quickly only has 49. So either 1000 impressions or 100 clicks. That's the basic rule that I use for before I properly evaluate the quality score. Okay, You want to move the quality score calling closer, you can go to columns. You can go to modify Colin and then you can just change the stuff. I could go ahead and I could drag this. They say. I wanna put it next to click through rate in impressions here, and I click on apply. It's just drag and drop, and now we see quality score is right up here so that is how you added in for keywords. Now we will have a pretty good understanding of quality score. And if you're thinking to yourself, Well, I don't fully understand it. Don't worry. No one does. But we need to understand the metrics. They use them to do the best we can to improve them. We're gonna move on to the next lecture and look a add ranking. Okay? What It is why it's important and how it affected, See in the next lecture. 56. Ad Rank: in this lecture, we're going to be talking about ad rank. In other words, how your ad ranks in comparison to other ads and we're gonna take a closer look at what are the factors that determine the ranking and how does it work? Let's go. So I think we've been spending enough time in these course and on Google overall, to understand it, one would do is search. We get a bunch of results right when we do a search on Google, and here are a couple of different ad results that are popping up. Now here's the interesting thing. These different results have different ranks. So on ad rank is the display position off your ad. It's exactly what it sounds. If there even is a display position off your at now, your address might be so bad that you don't actually get to go on the page. So if we have a closer look, we can see that there is a clear first position, and that is the most desired position of them all. Obviously, it gets the most click through rates against the most in the first attention, and it generally has the IRS conversions. But it also has the most demands to get on that position. The order ones or what we call the middle tire rankings now generally is used to say that as long as you are in position 123 you are good to go to three being okay, number one being the best. But once we go down on ranked number four, this is when the conversions and the click throughs get really poor, right? So 123 usually regarded as a good place to be, and four and down, it starts to plummet. So the question is, what decides? Or how is it decided, even when on ad will ranking asserting position? Well, some of the factors that we know from Google algorithms is that it's calculated by the bid , the amount of being that you're bidding and your quality score. And this becomes very interesting because no one we know about call it the score. We know that let's say that we bead $3 someone else bids $2. That doesn't mean that we're going to get the top position just because we have beat it more right Quality score makes things more complex and they're even more factor to make things more complex. But for now, let's stick with Bid and call it to score. Right. So let me show you an example how this can look like and how unpredictable this is just similarly to how extensions work. You never know when an extension is gonna show. So if we look at this ad, the search term, I use what's car rental right? And we can see these different results. What I wanted to pay attention to is the booking that come result and the car flex it. Dots come result. Now rental cars is clearly doing the top. We're not going to care about that. Let's just focus on booking that calm and car flex dot com Booking that come has the second position Car flex at the third Now all I had to do was refresh the page, and then this happened. If you look above, we can see now that car rentals has one ad rental cars is still on top and we can see that booking that come has jumped down to the fourth position and car flexes on the third. So that means that booking that come is now a lower rank, even though I'm using the same search term on doing the same search is all I did was refreshed the page. So this is where things get really interesting because chances are that the quality score is the same right, and chances are that the bid is still the same because I haven't clicked on the ad. The search term is the same. So what this sides on its position changes Well, this is where it gets really interesting again because we know that it jumped down one position, and that is because there's so many different factors involved is gonna be based on your competition. We could see another competitors joining in for whatever reason. It is based on your search relevance, even though it was the same. But it's also the strict. It's really tricky based on expected impacts. What isn't expected impact? Well, Google has algorithms that looks at okay, so we were fresh now, and that creates a history. So there was no quick So and that means that this no quick is going to get calculated in with the history of these ads and their previous histories on what might have happened in between this time when I searched and when I refreshed expected impact is going to include their expected quick through rape. They're expected, add extensions and how those add extensions may or may not affect the ad ranking. We don't know. We just know that they do, because Google has said so. So if I would have changed one single word in there, that might have changed the entire dynamic off, adding new competitors. First of all, because maybe someone has excluded the word but exact matching another. And because there's a new competitor in that would change the ad rules completely. If that computer has a high quality score, then that means that your quote, the score is lower and the contract starts to show themselves. And then they start looking at the bid expected impact of all of these different or how they compare to shut her. The surgery live as you see it gets really complicated, and the only one who really truly knows how this works, or Google, or rather, a few people at Google who actually control and program the algorithms. It's not in the public domain. We don't fully know how they work. But what we do know is that a couple of factors such as your bid and quality score matters a lot, right? So by focusing our quality, score him by nailing our bids, we're going to improve. Our chances are ranking really high. And we also know that those who have a very high click through rate overall just get much better quality to score much better rankings overall. So what? We can summarize that. What is that? Ah, high relevance. And that means a high relevance between your search term and keyword, and a high quality score equals win. Now I want to show you something else. That's very interesting here. Now let's take, for example, that we have to add bidders going on to Google ads. Advertiser. We have Denise and we have steep. So let's say, for example, Denise. She bids on a certain keyword $2 Steve bids $3. Okay, now the search term that someone goes to Google and search for best bags. Both Denise and Steve has the word the keyword Best Bags and Denise a speeded $2 on best backs, and Stevens baited $3 on best bag. Denise has a quality score off eight, while Steve has a quality score off. Six. So what might happen? Well, even though the nieces actually beating lower, she might still have a higher rank than Steve, despite she's that she's bidding $2 Steve is bidding $3. This is so interesting, and this is where we don't always fully know or most of the time, honestly, how Google's algorithms do the calculations, But in this case, it's very common that because the needs is a higher quality score, that means that she gets the better rank, even though she's actually bidding less. That becomes of higher value. And this is where things become really interesting. Now. Let's say, for example, that Denise was using the worst better bag instead of better bags, even though Google treats it the same because it's a broad term, First of all, and Singler m plural seen. It's the same the exact term. The exact matching is still going to have an influence. So then Steve might actually have been the one with the highest ranking because there is so much better match. The relevance is higher right, so high relevance and high quality score is really the way to go. And this is where we really want to make sure that first of all, we optimize the keywords list, do our research understand or bids improve our negative keywords? Listen, also, always make sure that we improve our quality score whenever possible. So if this wasn't complicated enough every single time someone does a search this re calculate, just like we saw in the previous example, that means that all of these differences come to play again. And we're talking about location difference. If you're in a different location, you're gonna have a different quality score. If you're in a different device, you're gonna have a different quality score. If you wait five minutes, then there's gonna be more history on these on Denise and Steve's accounts, which means that they're gonna have a different click through rate history, which might cause him to have a different quality score and a different ranking. And there's so many different factors involved in this, so understandably it gets really complicated, but it doesn't necessarily have to be for our intent now, for our intents and purposes, we all we need to really know is that If we focus on doing proper keyword research, would you are t word planning and then we do your keyword organizing. Then we make sure that would put them into good research campaigns with good ad groups and create some nice looking and performing adds with a high quality score than if you're lucky and you end up getting some a search term that matches well with your keywords ending up having a high quality score in the high relevance you're gonna perform. Well, that's just the way this works. So what I recommend is that your focus on getting a high quality score and do your keyword research really well, and you will do perfectly fine. But now you have an understanding of how quality scores work, how Drew calculated, and also how add rankings work in how they are calculated. Great job. See in the next lecture 57. Why Use Video Ads: hi and welcome to the next section off the course where we're going to be talking about video ads, also known as YouTube ads. Now you might be wondering. OK, so I've just gone through this big course, learning about search ads and creating some really cool Google's Google search at. Why should I care about the video ads? Well, the reason you should care about the video ads is because more and more people are consuming video content online, and you'll be surprised just how many of those are. And for the record, Google is the biggest search engine out there. There is but gifts, which won a second. Let's dive deeper into this. So why should you be making video ads? Well, there is a bunch of different reason from higher conversion rates to looking at lower costs to be more personal, getting more close with your brand to your customers. All of the statistics show that video content is going toe up your game now. There are, of course, some drawbacks from this approach, and we're gonna talk about that as well. But what we are going to be interested in is OK, where are customers and What about longevity? Okay, because we've already learned how to make some really solid text ads on Google ads, which will also can call search ads and search as they aren't going anywhere. The been here have been around for a long time. They're here to stay. But what about video ads? Well, look at it. From this perspective. We know that Google is the biggest search engine out there, but guess which one is the second biggest? That's right. YouTube is the second largest search engine there is. And YouTube, as it happens, is owned by Google. Interesting, isn't it? Now let's look at where video content has been before and where video content is actually going and what we should do with this information. First of all, let's look it and read this fact. Mobile users stand for 40% of global watch time on YouTube. What? Why is this interesting? Because we know that YouTube is the second largest search engine in the world, with over two billion active monthly users. Yes, you heard that right. Over two billion active monthly users, 40% off all those users that with all that watch time, the total watch time are mobile. That is massive. You know why? Because look at these statistics. These are statistics from 2000 and nine, all the way up to 2000 and 18 that explores how much off the total amount of online traffic that is mobile based 2009. There was 0.7. But look at 2018. How do you think 2000 and 2021 2025 is going to look when we see this kind of pattern in the statistics? So the way that I see it and I think the way we can agree is that statistic is showing us that it's really popular more than hop off all of the traffic online is mobile. That is massive, right? And the trend shows that is just increasing more and more and more. So. What should we do with this? Information will keep that in mind that the mobile trend is increasing a lot, and 40% of all of the traffic on YouTube is mobile based, and that is 40% off those off the total watch time of those two billion monthly active users. Let's take in the next fact mobile video consumption increases 100% each year. That is doubling so each year. We're looking at estimated statistics to say that the consumption the mobile video consumption is just doubling. Doubling so mobile is getting more and more popular. We know that a massive amount of watch time on YouTube, the second largest search engine, is mobile, and we know that the video consumption on mobile is just keep increasing. This trend is very, very clear where things are going. In fact, it's so clear that a lot of people have predicted. And of course, these are just estimates that in just a couple of years from now, 80% of the Internet traffic will be video. Some people have gone as far to say 90 to 95%. They're just estimates. I think that's pushing it, but 80% that's massive. So that means that if we can start understanding videos from the very beginning and leveraging that understanding the base off this different medium, which is very different from text ads, video ads and text, that's a very different hence is why we're gonna look at an entire section dedicated specifically to creating video ads also known as YouTube, ads extremely effective. We're gonna go through even more benefits off them. It's on the drawbacks to doing video ads and Google. Well, yes, compared to take stats, there are a couple of drawback, and the most prevalent one would be that it's more demanding. Simply, you need the gear, you need the editing, and you need to make sure that is off decent quality You can do with a mobile camera, which is surprising because mobile cameras have gone and so good nowadays. But generally you stealing To understand the editing, you still need to understand the cutting, the optimizing and just making it look good. And if you're no recording, you need to animate. If you're not animating, you need to hire an animator so the demands are a little bit higher than for example, you could write a text at right now, just publish it and then look at the result with a video. Well, the recording, the processing or rather the getting an idea and then recording it and then editing that process is gonna take some time, so that would be the obvious drawback. But the benefits of these are massive once again we are looking at, and these are estimates from my experience and from others. Experience from statistic that it's the city have shown lower costs. Higher conversions doesn't get any better. Write some of the benefits we're looking at are lower cost for your ads, but still higher conversions and higher retention on your customers. Pretty amazing. So what we're gonna go ahead and do is that in the next lecture, we're gonna learn how to connect our Google ATS account to our YouTube account, and then we're going to start setting up a video ad also known as A you. Too bad, see in the next lecture. 58. Connect Google Ads and YouTube: Welcome back in this lecture, we're gonna look at how to link our Google ATS account to our YouTube account. Why is this important? Well, we get a couple of very interesting statistics that these two accounts get to share will get to understand the proper view count. We get to see the engagement. In other words, the action people take when they click or do not click on your ads. And also, we start creating a remarketing lease from are you to viewers. Now, before we go ahead and do this, I just want to tell you that if you have a Google ads account and you get a client who wants their YouTube channel, who wants him YouTube ads on their channel By linking that YouTube account to your Google ads channel, that does not mean that you get control over their YouTube channel and day. Do not get control over your Google ads account. You're gonna share the metrics, but you do not get control over each other's account. So if you have any clients, you're an agency. This is no problem. And if you're gonna do video ads, I would say that this is a must do. All right, let's get started and let's link them. So from our Google ads, dashboard, all we're gonna do is go up here to tools and settings. Click there and then we're gonna go to linked accounts. Now, we're gonna scroll down until we find YouTube right here. And then we're going to click on details, and now we're gonna click on Add Channel. Now, if you don't have a YOUTUBE channel, don't worry about it, because you do actually have a YouTube channel. Now, if you have just started up a Gmail account, you'll be happy to know that with that Gmail account, you gotta drive, which you might have noticed when we're playing it on Excel. And you also got a YouTube account. So when you go and get a G mail, you get a lot with that. So we're gonna go ahead and add that channel or any other channel that you may have. I'm gonna click on add shadow, and then you can either search for the channel or you can simply adding the u. R l. So for our sake, all I'm gonna do is I'm gonna go to youtube dot com and then I'm gonna move over up here where I have my channel, and then I'm gonna click on you to studio, and all I have to do is set my name. Let's call it Robin and Jesper. Last name adds if if you're doing this, um, put your first and last name and then click on Create Channel. And there we go. And now all I'm gonna do is go up here with this account. I'm gonna go down. I'm gonna click on your channel and up here. I'm gonna copy this link. Right Click copy. I'm going to go back into Google ads. I'm going to paste this link in, and there we are. Now, if it is your channel, you just click on. I own this channel and then you verify that. And if it's someone else's channel, we have a client. Or if you're doing this for someone else, you click on someone else, owns this channel, you right in their email address, and then they get to verify it by going into their email. Could get a verification ling, and then they will be linked together. So I'm gonna go ahead and click on. I own this channel and then click Don't go to YouTube. Perfect. So the first thing we get to do is set up a link name, and this is because you might have multiple clients on your account and you might also have multiple YouTube channels yourself. So I'm just gonna call these Robin and Jasper's ads YouTube, and then we get to see what kind of metrics that we want them to have access to. And it's gonna be view counts, re marketing and engagement than more data. We can gather the better. And then I'm gonna click on a link account link saved. And if we go back now, we can see that now it's actually being Lee when it's is awaiting approval. But it should be since we own it ourselves. This is just gonna take a couple of seconds or minutes. We might actually even be able to refresh it, and it might be done, and indeed it is. So here we can see it is status is linked, we can see the permissions, and we can see the channel now realize that when we get a Gmail and we get a driver, we get access to you to we still needed to go in and create a YouTube channel but one G milk and have multiple YouTube channels available. So the same goes for your Google ads because you can have multiple YouTube channels available depending on different YouTube channels with different natures. You want to have different links going on here with different statistics, different status and different control possibilities. And this is extra true if your agency and you're taking clients. So once you've done this process and link your Google ads together with your YouTube account or someone else's, we're gonna move on and start creating our very first video ad seeing the next lecture. 59. Starting Our Video Ad Campaign: So in this lecture we're gonna start setting up our first video ads campaign. And I think you're gonna notice quite quickly that there are quite a few differences compared to doing our search as campaign. However, if you've gone through the course all the way until now, you will have a tongue off information. This year. You're just gonna recognize all we've done this before. All we've done this before. I understand how this works and that goes with everything from your audience, the demographics, keywords, etcetera. So a lot of things you are going to recognize and isn't that super cool? But there's going to be plenty of new stuff as well. So let's take it from the very beginning and get started. So here we are in our dashboard. Now, in order to create a new campaign, what we're gonna do is we're gonna go down two campaigns up here and click there and then we're just gonna click on this blue button here, and that's how you create the new campaign and the new campaign. Now, just like before, we don't want the simplified version of anything right. We want to make our own decision and being as much control as possible. So we're still going to create a campaign without a goals, guidance they would go and next up, we're gonna go ahead and click on the video. And this is where things get a little bit different instantly. Because when we did our search ads right, we could just go ahead and select search ads and because we had decided to create a campaign without a gold's guidance, we got all of the possible settings that we could for maximum control so we could get some extra info here. But this didn't change anything. Click and continue, and we were good to go. We got to set up everything as who wanted within our campaign and then add group and then the act. But with video, it's a little bit different. So if I click on video, we are going to start getting limited from the very beginning. As you can see, we can sit like the campaign subtypes. So from here we can use a custom video campaign nonce capable in stream out stream, Dr Commercial at sequence and shopping and all of these different campaigns subtypes are going to have different bidding strategies and different placements available. So before we can make a calculated decision here, we need to understand what the differences are and what these new weird names are, such as nonce capable in the stream. What are bomb? Brad? What are video discovery? Adds etcetera. A lot of these, you're going to go higher and recognize them. But some might seem new, at least in the idea. So before we move on and pick anyone, we're gonna learn about their differences because it's not so easy just to choose the custom video campaign because even this subtype is limited. So let's move on to the next lecture and start learning about their differences right away . 60. Video Ad Formats: Welcome back in this lecture, we're gonna take a closer look at the different video ad formats. Let's go. So starting from here and looking at this layer, it's not very clear what each of them do. We can see that the custom video campaign contains capable in stream ads, bumper ads or video discovery adds. But at the same time here we have nonce capable in stream. What is an out stream? What about driving conversions at sequence shopping? The layout here isn't very clear what they are or how they worked. So what we're gonna do is that we're gonna take a good look at their differences and how they work. And then we're gonna make an informed decision off which one do we need? So when we do this, we're actually going to be looking at Google's own support page for their different ads, and the reason for that is because they do a lot of updates. So when you are watching this, there might actually be a new type of ad right in here, or they might have actually removed one of these because Google at such a progressive system, they add in some functions that remove some functions. So I'm gonna put this in. The resource is, and if you see any form of differences, you can just go right in here and understand what it is that how it works. But if they all look the same is gonna be all the same. That should be fired. So first of all, the first thing that we're gonna look at its capable in stream ads, right? And that's the first option we have here using a custom video campaigns as well. It's capable in stream ads. So first of all, what are they? Let's open this one up. It's capable in stream ads play before, during or after other videos. After five seconds, the viewer has an option to skip the ad, and most definitely you'll recognize these type of ads. So, for example, here's an ad I search for the word car rental. I found a guy called The Deal Guy Hurst. Evita called five car rental secrets clicked on the video, and this ad starts to play. So now what I'm seeing here is an ad for Monday that come and I can't skip this ad. The 1st 5 seconds I have to look at the at. But if I play this ad, you'll notice that this one is ticking down, sticking ticking. And then I'm able to skip this ad by clicking here. There's also a call to action going on here, right them, and we can see that there's some call to action's going on right here as well. So this is for Scotland in streams capable. Add, in other words, is gonna play for five seconds, and we are able to skip it. And it's very interesting how we can actually play this, because now it's bad. There were The lightning has changed so we could see that this video is on Lee, I think in total 17 plus a 25 seconds long, right? So decently short ad. But you can make these ads really really long. So these guys, for example, it's the same type of in stream s capable. Add in stream ministries that it's in the stream hearing in the video industry inescapable ad. But this one is one hour, 11 minutes and 45 seconds long, and the key to that is that if I played this one right now, I'll be able to skip it. But if I don't click on Skip out here, this is just gonna keep playing for over an hour, right? So the ad is very lucrative in the way that there's no real limits. You can put our really long ads, and whoever is viewing it is able to skip it now. Another thing that's very lucrative with one in streams capable at which that makes it the most popular by far off all types of ads is that whenever you click skip ad, the advertiser actually doesn't get charged. The advertisers Onley charge if you interact with their ad. If I click around here, what if I actually click on their link? Or like in the previous example, I click on their call to action, they're gonna get charged. They're also gonna get charged if I wish at least 30 seconds off their ad, right, So those are some pretty good numbers. If you are an advertiser, right that either someone has to interact or watch 30 seconds off your material. That's a lot of material to be consumed. So this is a very effective type of ad for reaching your audience, depending on where it is in your buyers funnel. Now the decision we're gonna make him which one to use. It's going to be heavily dependent on your buyers funnel as well, but we're going to connect those dots at the end of this lecture, so that would be the first and the most popular. It's called Skip Herbal in stream ads. You know, if you look down at how will I be charged, we learn that there are a couple of new bidding options available here and a couple that's been removed. So there's CPV bidding that's called it cost per view. And there's also CPM, which is called cost per impression, or a cost per 1000 impression that you can bid on. So basically what? See previous that you're gonna be purview and a view is only counted us of you just like we spoke about. If you have. If the viewer interacts watches, at least there the seconds or well interacts. That's the only time that they are going to be charged. If they click skip ad, you won't be charged incredible, and the other one is gonna be you're gonna be charged, asserting some whenever it's been at least your Addis pension at least 1000 times. And that doesn't mean 1000 unique viewers. It just means whenever shown 1000 times whether they're skipping it or not. Okay, Now let's look at the other one and those who s capable in stream ads by far the most popular. And we're gonna connect the dots. Why in the end, and then we have no, it's capable in stream ads. And these are very interesting because I actually tried to find an example of a nonce capable in stream ad to show you, but I couldn't find one. And I think that is because they had become so unpopular lately. Now, when Google first released dysfunction, you could have up to a Sturgis seconds off. Nonce capable in stream at Yes, that is an ad that shows up just like this ad, but for 30 seconds, and you weren't able to skip it. Eventually, Google cut it down to 20 seconds and then 15 seconds. But still, it's so rare to find it on the Web. Actually spend, I think, two hours trying to go through videos and find an example of a no steeple black. But I couldn't find one and I believe the reason for that is because it pisses people off, right? So whatever you're showing, whenever a person is clicking on a video and I want to see the video and then they see your brand, they see your message for 30 seconds without being able to do anything about it that's gonna piss them off. And that anger, that frustration is going to be aimed at your brand. That's not how you build a solid business. And that's not how you attract happy customers, right? So I think a lot of advertises noticed this very early that yes, it is very powerful to force someone towards 30 seconds of your message. But the response that people are getting just isn't worth it. It pisses people off. So this is no one I recommend. Can it be effective? Yes, it can. You're just gonna have to look at the profits and look at the data you're getting. But this it's becoming less and less popular, even though they're actually lowering the the seconds for from 30 to 15 seconds of nuance. Capable is still not popular, and I don't recommend it. So, looking down, how will I be charged. This one Onley charged with per impressions, right? Because all of the viewers who watch this are going to be views right. There's no way to skip it. There's no going around. So whenever it's it appears that it shows for 1000 times, you will be charged. So those air nonce capable in stream ads. Next. We have video, discovery adds, and you probably recognize thes So, for example, if I go back here and we look to the right, let's pass this one. We can see the to the writer we have on ad. That's a Samsung Thailand will, because you're in Thailand right now, but it is add underneath. So this is a part of the Discovery ad. It comes up into your related videos list right up here, and it puts itself from the top. That is what this ad dust there's. It also puts itself in your search list. So, for example, here I search for meditate and this ad shows itself on the top. And just like the search at, we've been looking at on, add dusted just that it puts itself on the top or has you competing for the top ranking so going back that way you'll be charged by this is going to be whenever they click on whatever it is that you are showing them so a very effective way. And you get a lot of control because you only get charged when people actually click on your thumbnail er on your ad. So I would say generally that the most popular and in my opinion and experience effective ads are this capable in stream ads. And the video discovery adds, Those are really the ones I would stick to for all of my campaigns and what I recommend a student stick to for for their campaigns. There are always exceptions, and we need to understand the rescue, so we are going to go through them. So let's look at out stream ads now out stream ads on Lee shows on mobiles and phones, right, and it shows a video playing without sound. So you've surely seen it. Whenever you been on your phone, you've been visiting some website. It doesn't only show up when you two, but also on the partner Network, which means you can go into a website. It can show a video pop up on your screen. It could be in on app. It could be on their website. And here's the rule. For that, users tap the ad to unused. Is there always muted? And advertisers are only charged when more than half of the ads green spaces shown for two seconds or more. Right? So it's a very effective way, if you're advertising specifically for Mobil's and Mobil's. Include tablets asked. Well, we're not going to go through this because this is a very different ball game, and it's a very effective thing if you're, for example, advertising something specifically for more buzz, like an app or something similar. But it's not something we're gonna go in there for in this part of the course, but those are specifically for the Mobil's, and they show up. It's videos, and the rule is that when hope off the screen space is shown for two seconds and Moore, you are charged for it, those are out stream hats. Next, we have bump rats and bumper as her short and sweet. They're pretty much a boom and message, and they look like this. So here is the bumper at from Pringles, and the difference is that The total ad is on Lee six seconds long and you can't skip it. So the difference between s capable ad and a bump Brad is that a bumper and has six seconds that you can't escape and s capable. That has five seconds that you can't skip. And a bumper ad can only be six seconds long while a in streams capable ad can be very long . We saw over an hour pretty much as long as you want. I believe so. Those are the major differences. So if we look at this ad and let it play, you can see that once this run south to one and it's out, then the video's gonna start playing by itself. Now that's not true. With the other videos, we could clearly tell that if we didn't do anything, the video would just keep playing. So it's a little bit different. And this is something that I recommend for the bigger brands, especially for brand awareness, generally because it makes them shortness with that extra second, it's not gonna be enough to piss them off, but it is going to be enough to bring that awareness and because this is so good for the awareness of for the bigger brands. I don't recommend it for us because awareness campaigns or generally for the bigger brand for the big, bigger sellers, because they have so much good data that they can understand that what they do today, awareness wise, might have a positive impact in a couple off years for us, we need to focus on profit. That doesn't need to be. You know, it doesn't need to be profit today, but it needs to be profit within the near future. That's how we build up our small businesses. We're not gonna be able to play on the same rules that Pepsi and Coca Cola and and Nike and Adidas and those big brands, which is why recommends capable in stream ads and video discovery adds for us. And finally we have huge of masthead ads never used these ads, but basically they are the ads that show up here the YouTube mast ads and in order to get these big, beautiful ads showing you actually to contact their advertising team, and I believe you will be charged by views, let's go down and see you will get a fixed cost per day or cost per 1000 impressions. Right? So this isn't anything we have used in? I don't know anyone who has used this either. But if you are a big brand, this is definitely something very viable for you. Because you get so much coverage, right? I mean, the main page of YouTube That's pretty massive, but generally what you're going to see There are, for example, the new iPad that's released or a new Samsung phone or whatever is gonna be the big players to do their advertising on there. So going back into new campaign, we have a pretty good understanding by now by what is s capable in stream at. We know they're very attractive. So for a custom video campaign, we have the in stream ads on the video discovery as, and we already recognized that those are the most interesting and lucrative for us, right? We understand what knows capable in stream ads are we understand, out stream. But here's where things start to change up a little bit. We can drive conversions, we can create add sequences and we can promote shopping specifically. So let's go through these a little bit more in depth Now, I'm gonna skip this for a second because we're gonna look closer at this in a second. Let's go. To add sequencing now at sequencing means that you can mix up a couple of these. You could, for example, have one added. It s capable in stream and then another ad propping up its nose capable and then adding a bumper etcetera. That shows in a certain sequence for a certain audience. And that sequence could be, for example, it shows now. It showed shows the next day. Or it could mean the show's now and it shows One week later. You're able to create a story based on this sequencing, and this is going to be very effective. If you are targeting an audience or re marketing to an audience that is further down, the buyers funnel because that means that they already know your story or know your brand so you can give them a more in depth look into your brand. Now, given that we don't use this a lot, we still stick with this capable in stream ads and the discovery adds. But they are very viable. If you learn to figure out these and become profitable at them. They do serve a very good function and shopping after also very interesting, because they allow you to show your product almost like cards on the side like this. But once again, I recommend these primarily, even though they're perfect. Very good for for e commerce, these air, general gonna be good for, for example, big YouTubers or big brands or more inches of Hey, I want this product. I'm gonna click instantly for most of us, we're gonna need to sell the more on our brand. We're gonna want to send them to a lucrative landing page. Right? And we don't really get to get away with simply showing our product with a click now, But they are viable. Should you used it. And should you use this one, you're gonna need to set up a merchant center account. Now, if you want to go through this process, you just click on, learn more. It's not that complicated, but it's a little bit outside the scope of what we're about to be doing in this section and in this lecture. Okay. Not sure if my head is in the way, but says before you can continue. Just vehicle Learn more Here should be there or there. All right, So what we're gonna look closer at is drive conversions because I wanna show you something that's very interesting. Here it likely can drive conversions. And I go to continue. We have a very viable option down at the bidding strategy because all of these have different bidding strategies. We have targets C p A and maximize conversions. Most of the other ones are going to be cost per impressions or cost per view. Okay, So target CPI a already gone through what a c p a. Is and how to calculate your CPI and how to make sure that this is a profitable bidding strategy for you. So the interesting is that you could target your CPI and write it in here, given that you have that data, okay, that is so important, because not only justice give us very important data information to what we're doing. But it also gives us a lot of control. Now, even though we know the conversions, really, it's what we want to aim for because conversions often leads to profit. And if we can calculate our profit, we know we're profitable and in the end, profit, profit, profit, right. The problem with maximize conversion is this. Google ads automatically sets your bids to help you get the most conversion within your budget. Uh, we have seen too many Google ads, traps we're not gonna trust. Be able to do our conversions. Maybe down the line, maybe down with the algorithms. You might be able to do some split testing and see how it works up. But generally, no, it's definitely a no go. However, if you know your c p a, then use it because this is a very viable option test run this. So this is one of the most viable options in here to maximize. Started to drive conversions, right Drive conversions and U C P. A. Or going back. Click here and then leap. I recommend that we scroll down and we used custom video campaign right and then click on Continue because here we can use a bidding strategy known as maximum CPV cost per view, and our maximum CPV is going to be like setting a maximum. CPC is going to give us the most amount of control and that control and that data is exactly what we're looking for in order to take more control, get into the driver's seat and Chris Google away from optimizing their own profits so that we can optimize our own profit. Because by now we've gone through a lot of material on Google. Ads were starting to get a good grasp on this system, right? I think you're already in the top 1% when it comes to Google advertisers and understanding the system. Now what we want to do is set this maximum CPV. If we don't have the data for C p A and then we're going to continue on with the course. There are a couple of new things a couple of new rules and settings to learn here, but you're going to recognize a lot of it. So not when we have made our informed decision. We're gonna go with maximum CPV for now. See him the next lecture 61. Bidding Strategy: in this video, we're going to be looking at the bidding strategy. So what we're gonna do from now on is that we're gonna continue in into the campaign and start setting everything up. Now, the things that are going to be identical, we're just going to be touching very briefly. And I'm going to be focusing the upcoming lectures on the things that are different when it comes to video, as in comparison to the search ads. Now for more in depth information about, for example, location targeting, You can find it earlier in the course. If you haven't been following the course from the beginning, that's fine. It's all in earlier. But if you have, you'll have a sawn off knowledge with you already. So without further ado, let's start stepping into sending up our campaign and start looking at the bidding strategies. All right, so here we are. We've already decided on our video campaign, which is the custom version, and we're gonna go down. And the first thing we have is the campaigning. Now we've spoken about this before in the campaign name is going to be four years an insider Onley naming. But you want to put it informational. So, for example, let's say that we're gonna do video ad regarding our course. And let's say that we are digital marketing course I would write, do the marketing a gin, see, And then I'm gonna write I sk, which is in Stream s capable. And then I'm going to write U. S. Because I'm gonna target this primarily to a U. S audience. You can put in the information that explains your campaign in here is a very good idea. And then we're gonna scroll down and we're gonna look at the bidding strategy, right? So we have two different strategies available tools. We have maximum CPV maximum coast purview, and we have targets CPM, which means that you pay per 1000 impressions. So before we move on, there's a quite clear difference between these two, and that is one you pay for clicks, right? And when you pay for clicks, you're you're certain that you will be getting some sort of results. That doesn't mean that they're gonna convert into your lead form that you're gonna buy your product or get your email sign up. But it does mean that there's somehow interacting So you are, in one way or another, paying for results just the same way we are when we're using CPC, which is cost per click, right, also known as people see pay per click. So instead of paying for a click, we're paying for a view, right? And the view when it comes to the in streams capable means that either have to watch 30 seconds, which is a long time, or they have to actually interact if they skip. That means you don't have to pay. So it's a very controllable bidding system. But what I want you to know about this as well, because we're gonna focus on CPV here just the same. We were focused on C two c. Is that when we said our maximum bid in the ad group level later on the same rules apply that we spoke about earlier. When it comes to your quality score and your ad drank, if you have a high quality score and a good ad ranked, that means that you are going to beginning at discount on your costs, right, so that is something that we want to keep in mind. You may set a maximum CPV, but it doesn't mean that you're going to be paying that amount. So we're gonna have to experiment a little bit with where do we want to start? Where do we want to end? But we're going to start more conservatively. And at the end of this section, I'm going to show you some cool tips and tricks for how you can really save in on the CPV costs at which usually results in much higher profit margins. But that is for later on in this section. For now, we're going to settle with the knowledge that CPV is pretty much the equivalent to CPCS justice. You're paying for a view instead of paying for a click, right? And with that in mind, we still want to remember that quality scores. It means that when we're creating this ad, the ad needs to be of quality. We want to have a high click through rate off course, and also they need to have a good landing page experience. Remember if all of this has flown by already go a review those videos again because it's such important information. All right, so that is the bidding strategy. The main take away is that CPI? Weise is very similar to CPC and that we still need to keep in mind. It quoted. Score will be applied and also add ranking. So we're going to stick with that and then we're gonna move on to budget and dates. So budgets and days works the same way. You said a daily bid just like we have done before. Yeah, and set it in here and you will be spending the amount that you take. Your bid multiplied with 30.4, which is the average amount off days. Harry, go ADDers amount of days in a month and you will get the total amount that you will be spending. Right? Remember, if you haven't going, check that out earlier in the course. But the main take away is that the daily big that you put in here That might mean that they may be spending double. They may also be spending less, but they're never going to spend more than the daily. You putting times 30.4. All right. What? It's a little bit different here is that you can also put in a campaign total. But a campaign total means that you need to select an end date. Right? Then I don't recommend that we do that. Rather, I recommend that we putting a daily budget, and we set our bid from here. Okay, moving down. We also have delivery method. Now, this one is actually new, have standard and accelerated. And this used to exist, actually, in the search network ads. And this used to exist in the search at before, but they removed it. So in the next lecture, we're going to take a closer look at what the different delivery methods are, and when you might want to use them, see him the next lecture. 62. Delivery Method: welcome back in this lecture. We're gonna dive deeper into the delivery method. So we have standard and we have accelerated. Let's look at their differences and how to use them. In which case, let's go. It is worth repeating that the delivery method, the options between standard and accelerated, used to exist for search ads. Now Google has removed them, and they may or may not remove them for video ads as well. But as long as they exist, it's important to understand how they work right, because they do both work really well in their separate cases. So let's look at what they are and what they do now. First off, your ads get delivered based on a bunch of factors, one of those biggest factors being your budget. But then we also have quality scores for how often and how many times that your ad will actually show. And then we have the Google algorithm where it believes that it might be a good match here might be a good match, their etcetera. But if you have a big enough budget, Google is going to be came to showing your ads anyway. So the question is how do you want those ads delivered right? So we have the standard model and the accelerated model. So whenever someone searches or uses a search term at a triggers a match with your ad than your ad is eligible to show. So there's going to be, ah, lot of eligible opportunities throughout the day, and Google is asking, How do you want them delivered now in the standard model is gonna look something like this . Google is gonna do their best, using their algorithm to try to display it as evenly as possible throughout the day. So this is a visual representation of whenever in the day that your ad is being displayed. Okay, now for the accelerated model, that means that is going to try to show your ad a cemented times as possible as quick as possible. And that's the main difference between these two. So the arson clip benefits and consequences to both of them. Now, with the accelerated clearly, your budget is likely to run out in 1234 hours. If Google's algorithm deem it possible to run that many acts right, it might still work as a standard at because it might say have your budgeted small. There's not act actually, that many search terms being triggered. There's not that much volume for your keywords, etcetera, so it might still spread out much more. But accelerator is basically using Google's algorithms to try to show your ads as quickly and as often as possible within your budget so you can use an accelerated and increased the budget, and it will show throughout the day, but still in an accelerated fashion as soon as possible. So when do you want to use standard? When do you want to use accelerated Well, in my opinion, because now it becomes an opinion because both work in my opinion, the data that you collect by running your ads as evenly as possible throughout the day is very valuable because it shows you your peak hours your peak times, and it gives valuable information of when the device is used. For example, are there a lot of mobile users at night? Is there a peak experience in the middle of the day, etcetera. All of this data is extremely valuable now. What is the value to the accelerated version? Will the values that you get a lot of data very quickly. So say that you have a pretty decent budget and you have a client or you're doing this for yourself. But you know that you're going to be running a couple of ad groups or a couple of campaigns . So what you're looking for is data. You're looking for information as fast as possible, and you don't wanna wait several days to see the data taking it. So then I would, without a doubt pick the accelerated version, let that data come in, and then do my optimization from there. Will you miss out on understanding the time schemes and your peaks? You will. But you will get data very quickly, which means that you can do your optimize stations faster, which is how, in the end, you're going to improve. You will see the search terms coming in. You will see the data for your keywords. You will understand which further negative keywords to adding if you have the budgets and also, if you are in a hurry, let's say that there is a celebration coming up. Maybe it's Christmas is coming a new year. It's black Friday. Or, you know, there's some celebrations of summer sales, etcetera, etcetera. So maybe you want to get this data out really quickly because you got a new product. Or rather, you want to get the data in really quickly. So I would choose to accelerate it, understand the data and then optimize from there. But when it comes to running your ads long term, unless you have a really big and nice budget, I would keep standard asked the default mode. Okay, I prefer to go its standards, the default mode. But whenever I am free of data made them getting a client. Or maybe I'm advocating for a certain product where there's very limited data for me, understanding my customers, I would go with accelerated, so there's not a ride or wrong it. This is not a Google trap, but rather they are good in different opportunities or in different circumstances. So for most of you, it's going to be standard. But for some of you is going to be accelerated. And even if you choose standard understand that there are going to be as sometimes where it's worth using accelerated. So let's say that you're sending out to certain video ad and you're not sure how people are gonna react, It's this even gonna work? Well, you can pay your using a cost per view, right? So just put a budget that you're ready to spend. Let's say you put $20. You ready to spend that $20 as fast as possible? Poetic, accelerated. See the data role in a start? Optimizing. You know if if everything works well within the same day and you will be having a significantly improved add group and Adam probably even ad campaign by that same day in better data and higher profit margins rolling in the day after. So it's very worthwhile to understand the differences and used him in the right circumstance. So for this, just in order to get the proper reports and everything, I'm gonna go with Standard. But if this was something where I really needed the data as soon as possible, I would go with accelerated. But in order to get the reports and everything, I'm gonna go with standard in this example. Okay, so now we understand the differences in the delivery method. Let's move on seeing the next lecture 63. Networks: Welcome back in this lecture, we're going to be talking about the networks. We're gonna talk about what they are. And also, in my opinion, the best practices for them. Let's dive in. All right. So before we get started, I'm just gonna go ahead and set a date with Bodgit. I'm gonna set that to $10 a day, right. And I'm gonna put the delivery method to standard just like we spoke about in the previous lecture. Now, down here, we have networks it might not be expanded for. You might look like this. What? We're gonna do this, Expand it, and we have three different options here. We have the YouTube search results, YouTube videos, and then we have the video partners on a display network. Now, let's take these one by one. Okay, First up, we have the YouTube search results. You we already know about these because these are also known as video discovery adds right . So whenever you get this search result, by using this one, you might have your at popping up among those search results. It's a very lucrative alternative, right? And we already spoke about the video discovery adds are very very good to use. Whenever we're creating these type of video ads, however, we want to be using them in the right way. And I'm gonna come to that in a second. If we look down below YouTube videos, as can appear in the YouTube videos, channel pages, YouTube home pitch you can use in stream and video, Discovery adds. Now we want our video ads to appear on the video striped. That makes a lot of sense. So these are both very, very good options that I recommend that we use in this one more than the other, depending on how we're optimizing. So, for example, if you have a a video company or they're very far down in the funnel, you might want to focus more on the videos rather than the search results, for example, because you might have a video that is so optimized against the purchase intent, while you might want to focus on, the discovery adds, if you understand the search intent, you know someone is high up in the funnel, and you might want to click on your ad based on that keyword based on their final position . So there's a lot of ways to think about this. But there's one rule that is very, very true. And that is this one, the Video Partners on Display network That just isn't very effective, right? And we spoke about this earlier on in the course, and the reason is that it's beyond our control. So whenever we're using the video partners and using the display network here, that means that we're gonna have our ad showing on different websites and among different articles in different videos outside of YouTube, outside of our control, where Google's algorithms deem that this is a good match, we're gonna display it here. Now there are two problems with that one. I was again. It's outside of our control and to we're not going to get clean. Nice data. We speak a lot about getting clean, nice data. So let's take a deeper look at the display network. So the display network let's have a closer look, so they are high quality publisher's website and mobile app. Also, Mobile has to show your videos viewers beyond YouTube, but we know this already, and they're high quality deemed on off course what Google allows to be showed. So if you've ever had a website or you've ever used on AdSense account, you'll know that not everyone gets approved for it, which is good because we need quality standards. The problem still remains that we want to know what keyword that for using and where it is showing up and how that is converting right. So whenever we're using the video partners or just the display network anywhere on other websites, we first of all we don't understand the website if it is on a website that, for example, has WordPress tutorials. But we have a video on courses that has to do with digital marketing agency. But they might be using the word agency. So Google's algorithms think that this is a good match. It might not be a good match at all, and also we're gonna have a lot of problems. Understand that data? What actually work? Why did it work and how do I optimize its from there now scrolling down, we can see working. These ads appear on video partners. They can appear in stream, and we know this already in stream on other websites and on other video players, it can appear on APS like videos like this in articles in feeds and they will very often, especially in articles, appears videos that pop up that don't have any sound and that you just scroll by right now you can make this work. But if you are going to make this work, what I recommend you do is that you go ahead and you create one separate campaign. What, you try this one out, right? So you have one campaign that uses your normal setting, plus activating the video partner. And then you look at the result. Which one is more profitable? Because it's not like this one never works. But in my experience, it's basically never work, and also it clouds the day that we get from it. So I always recommend to shut this one off, just like we spoke earlier on a whim regarding the networks and regarding the search network and the Display network, what we were doing at the search ads. Now what you can do here is very interesting. And once you start finding what I like to do, Rather, is that whenever we create a campaign, I like to use both of these. And once they start seeing campaigns for performing pretty well. What I like to do is duplicate them and do you want with Onley? The discovery adds I like to do one with Onley the video ads and sometimes I will do one that has both of them as well. Then we can compare those three and see which one that is the most profitable, right? I think this is very good information and also I believe that if you have a content, you're in the niche or they're in a specific part of the funnel that is hard to cash through, using their intent of the keywords that you wanna catch rather on video. I would go on video on Lee, but down the line, Once we start seeing profitability, I really recommend it. You so called split test them that you make an additional campaign with the Onley. Additional thing you do is that you used the other one. So, for example, one campaign with only the search results on one campaign with Onley the YouTube results and then I would also down the line do one campaign with both of them activated and see which one is the most profitable. All right, so what we're gonna do for these campaign. We're gonna allow both of these and we're going to de select the display network. Right. And this is what I recommend, the majority if you do, unless off course, you have a very specific keyword in a specific part off the buyers final or the sales funnel, which you understand and wish you want to match with, for example, your video material very specifically, because that doesn't mean that the search results are gonna yield you in a better results if it's keywords on Lee. But this one gives you a very different circumstances, different chances because you're using the video material. But once again, split test. Look at the profits and you'll know which one in the end works. And we're going to start off with both, All right, going down. We also have languages, and now we have already gone through languages, right? We understand how languages work from earlier on in the course, and if you we don't, I recommend that you go back earlier on in the course and look at the video because we go in a little more in depth there. But what we can do is that we can say like the other, all languages, or we can go down and we can focus on. There we go, there we go English. So like that one and then we're gonna simply move on to locations. And again, location is one of those really big ones, right, that there's a lot of information in there, and we've gone through that earlier on in the course as well, and it works the same. If you've been following along, you'll understand how location targeting, where's how local targeting words thean importance and the working so exclusions, and also why you might want to exclude certain competitors and why So what, we're gonna go ahead and do? It's just enter United States and target them for this example United States country. They would go, and I'm going to minimize this one, and then we're going to go down to inventory type. Now this is a new setting, and this is an important one, and it does have some interesting best practices that I recommend. And then you get to make up your mind about that. So I'll see you in the next lecture 64. Inventory Type: in this video, we're going to start looking at content, exclusions and starting with the inventory. In other words, we're gonna look at Easter any time that we don't actually want to show or video ad, even though the key word and the search term might be a match. And the reason for that goes back into history a little bit now, back you a couple of years ago. Even several years ago, there were a lot of advertisers on YouTube, and being a YouTube creator was very lucrative. So that meant that that if you were a creative you put out a video, someone put ads on it, the creative with their own money, potentially depending on the viewer. Of course, the advertiser would earn money and you two would also earn money would be a win win win situation. And then something happened. Now these big, massive brands like Coca Cola and Pepsi, they started having their content associate it with explicit and controversial contents. So there were some cases of some really sensitive content coming out that had been showing ads of Coca Cola, all of Volkswagen off pips, etcetera. So because these big brands notice that Hey, we don't want to be associated with this type of content. They got scared from YouTube advertising or video advertising on Google ads. Rather so they pulled out. And because they pulled out the revenue for the creators, one town, the YouTube started earning less and everything pretty much went downhill for a little bit . When it came to YouTube ads, however, YouTube noticed this and caught on early, so they started looking at some safety precautions on how do we make sure that this never happens again? How do we keep our advertisers safe and make sure that they can promote their ads and their brands and their products without needing to be associated with any controversial or sensitive content? So this is where we start setting up our own limitations when it comes to the controversial and explicit. And for example, if you have a product that's very politically correct, somehow and you have your ads showing in the beginning off a video that has a lot of profanity, and that is very aggressive, maybe even degrading, any slightly controversial way that you don't want to be associated with, you'd want to exclude the type of content So we're gonna look at the different inventories in this lecture, and then we're also gonna learn where we fit in and why we might fit in there. Let's go. All right, so we've come a long way already. We've set up the name, the bidding strategy, the budget and days, and I've collapsed them also there, in this small size here. Now we're gonna go down to content exclusions, and we're going to click on inventory type. Now, we have three different inventories in a box fashion here, and the 1st 1 is to expanded inventory and then we have standard. And then we have limited inventory, and basically, we can call these templates that they have set up for us regarding where do we want our ads to show how sensitive off a content are we allowed? Or are we okay with showing our ads to now understand that YouTube does not allow, for example, in a pornographic content, nothing with over the top violence or actual violence. And they don't allow anything that is controversial, so they already have their limits set. But there are some things that push these boundaries right. And here are the different boundaries that we can choose from. So before we make any decision, let's read through them now. The standard inventory says showed ads on content is appropriate for most brands, right? Um Samos collusions as they expand it. This one, and also includes, for example, repeated strong profanity, strong sexual content and discussions of sex violence, either real or dramatize. Okay, so if you want to take a close to look at what this actually means, we can go ahead and click and compare inventory type, and here we get a much closer look at what they mean. So, for example, strong profanity used throughout in the very beginning of the video in comedy, documentary and use or education. Now, this will only be included in the expanded. The majority is gonna be excluded in the standard and limited, and we can read through all of these and see if there's anything specific to the content and to the brand you have into ads that you are creating. So, for example, if you are a non violence organization, maybe, or you're selling, for example, vegan products and chances are you're not gonna want to be associated with them or excessively violent, especially towards animals and controversial videos. Right, because you're promoting a peaceful nature but scrolling down, we can read through this. We can take a closer in depth look. However, in my opinion, when it comes to these three and the way that we have always operated is that this makes much more sense for larger brands. And the reason for that is that a lot of people where I would even go as far as to say, most people, in my experience, they don't at all connect the ad with the content. We all make close connections. However, when it comes to very large brands such as Coca Cola, Pepsi or you know, these very massive brands, they have much bigger reputations at stake, and they cannot afford to be seen with the sensitive or controversial content because if they lose the reputation, they lose a lot of millions and billions of dollars. However, in the small scale that we are in and chances are you might be as well. Even if you were making hundreds of thousands a month, I would still recommend going with the expanded inventory, and the reason for that is one is going to allow you to target more people in a more targeted fashion and to in my experience and from what I've seen, a for students, it's sometimes quite severely lowers the cost per view when we expand our M and inventory, and the reason for that is because most people are afraid to pick this one there, go with the standard recommended ones. But once again, since we're a small basin and even if we were a decently sized business, I would not be scared to have these kind of as associated with more sensitive material for the simple reason. Most people do not associate the ad with the concept right, but it's slightly outdated and it's more sensitive for the much larger brands in corporations. So if you have a massive corporation or if you own one of the massive brands like Volvo, for example, I don't expect the vulva owner to be watching me right now. But should he be watching me right now, I don't expect that he would used to expand it inventory and for good reason. But for most of us, I strongly recommend that we used expanded inventory unless we have specific, sensitive material that we don't want to be have associated with this certain type of material. But in most cases, using expanded is gonna allow us to show for more people, which allows us to target better and which is gonna lower the because it does not mean that we promote any of this material. That is my show on, like graphic violence, a serious injury, graphic sexual content, nudity or excessive profanity. We also have to understand that there are flaws to these algorithms where a lot of videos are being put in a certain category where they may or may not belong. For example, if someone has existed profanity in a certain video, I still think it is fine to show the material that we are about to show and show those acts . So you're gonna have to use your own compass here. But in most of the time, I recommend going with the expanded inventory simply because it doesn't mean that we promote The real danger is being associated with. And unless you're a massive corporation, I don't see that danger for us. All right, So check the through, check out, then compared the inventory types, and then once you've made your decision. Juice it. And they were gonna minimize this one. And then we're gonna go down to excluded content right here and talk more about that in the next lecture. See in the next lecture. 65. Exclude Contents Types and Labels: So in this lecture we're going to continue talking about content, exclusions and some of its best practices. So let's dive into all right. So we've already decided on our inventory type. So there are two more options that we can choose from. We have, first of all, excluded content. Now. Excluded content is pretty much an expansion off the inventory type while the inventory type works, asked template for a bunch of different types. Here we can exclude some content additional into the type we have chosen most of the time. We only need to decide on inventory. Typical is going to contain most things. But if we want to micromanage, there's something that we know we don't want to be associated with. For example, tragedy and conflict sensitive social issues, etcetera, etcetera. No realize we never want to be associated with any of these. But the question is, if Google's algorithms count any video into one of these topics, are we OK with showing our ads on those topics? And we spoke about the benefits of doing so earlier when we choose when we should have chosen or expanded inventory, in this case at least, and the reason for that is because the big players domestic brands, are too scared of choosing this one, because the big brands, the big players, aren't in the expanded inventory. They're going to be in the standard inventory and sometimes in the limited inventory, that means that we can significantly and most of it and lower our costs because we aren't competing with the massive brands, which is very good news for us. So the same goes here unless there's anything specifically that we need to be excluded from . And when it comes to tragedy and conflict and all of these different things, we are already going to be excluded from them. If they they are too much, no understand it. Sensitive social issues could be, for example, on political videos and tragedy, and conflict could still be on the world. The World Health Organization videos when they're investigating, you know, the help in different countries in the water crisis is it said. It said we should not be scared of showing our ads on those types of content. In my opinion, off course, we don't want any pornography or someone getting you know, shouldn't showing serious violence or death on video but those aren't allowed to begin with . So in my experience, we are safe. We're just deciding on the limits, all right, So unless there's anything specific, I wouldn't opt for anything in here by default. At least it's what we have chosen our inventory type that ISS and then exclude types and labels. If I click this one down, we can do some specific exclusions. We could excludes embedded videos, live streaming videos. We could also excluded T L G at the d. L. P G. Sorry to Deal G and Deal PG, and these work pretty much like if you have ever bought up a game or you've been to the movies, you will see a recommendation that says, PG 13 or PG 15 PG 18. And that means that they there's a certain content in their this recommended for certain age group. These works, similarly, is just that. Instead of a number, we get general audience, we get suitable for families. Most audience would parents all guide, etcetera, etcetera so we can once again micromanage. Now I tend to never use any of these, and in very specific cases, maybe you want to use the embedded videos but I don't know in such case yet, the least or live streaming videos. However, this one I do recommend that we keep check content, not yet label. And the reason for that is when content isn't label yet. Google doesn't know what it is. We don't know what it is, and that is a risk, right? That's when we might start pushing the boundaries. That's when there might be, for example, full on pornography or similar activities in a video that we we don't want to push, are asked to be associated with such rough content, right? We don't want to have this kind of super negative connotation realize that everything that we see on YouTube is still limited by their policies and if they are approved by the policies, were, in my opinion, their policies and their own limits are the limit that I apply for this business as well. What they think is good enough. It's going to general be good enough for showing our ads as well. But when there's content not yet label that can be anything that's a complete wild card. So that's why I recommend removing or just keeping this one checked rather and once again we can micromanage if we want to. If you want to optimize something for a product but most of the time, by default, we're not going to need to play with this beyond going for the even toward type. And if you do have more sensitive material, I generally recommend that Then you seem to go with standard inventory, so well, don't that is competent exclusion. Now, in the next lecture, we're going to start looking into additional settings, which gives us four new interesting studies to go through, so see in the next section. 66. Selective Optimisation: in this lecture, we're going to be talking about selective optimization now. It's a slightly more advanced too, and most of the time you're not gonna need to use it. But I want to show you what it is and when you might want to use it. Let's dive into All right, so here we are and we have gone through the excluded or rather, the content exclusion types. Now we're gonna go down and open up additional sittings just by clicking here. And the first thing that pops up is selective optimization. So it says select which come conversions are included in the commercials column for this campaign and used for smart bidding. All right, so we can either use the account level, including conversion settings, or choose conversion actions for these campaign. Now, if you've been following along in the course, you'll remember that we have gone ahead and we have set up conversion track and we have installed a Cytotec we've installed attracting code and all of that good stuff. Now what they're talking about here, when it comes to using the account level in the conversion settings is actually in the conversion settings tab where we were. Let me show you what I mean with this. So if we are in our dashboard, we move over to tools and settings and then go to conversions. What is actually asking us is that if we want to include all of these conversions that we have set up right here and now we only have one manual. Is it up? If you want to include all of these conversions in the conversion, Kalam's for this specific campaign, right? So what that would mean is that if we use this used the account level, including conversion settings, that would mean that all of these different conversions, whether someone is signing up for as a lead lead up then or someone is buying something or email often than that is going to count. It's a conversion, and if we have different values set for those conversions, that value will actually added in or conversion calling for this campaign. No. Most of the time I would say 95 to 99% of the time. That's perfect. I would just leave it like that because Indiana, what is it that we're looking for? That is profit. And if you were doing a add specifically for, let's say, on email, sign up and suddenly you notice that people actually using the lead form instead it's like that is good information. That means that even though things didn't go ask you plan, things were still going really well. And you can learn and understand that data. Similarly, if you notice that a lot of people go ahead and actually continue onto your side and start purchasing stuff, you would want that information that data to understand it further and understand. Okay, maybe I should make a new campaign and focus even more on this Now. Where you might want to be selective is if you are trying out something specifically in a campaign. So say, for example, you creating a lead sign up campaign. All right, you're looking for leads now. You might want to be looking for specific settings or trying out the specific sales tactic or a specific e book, etcetera. Would you want to see how effective this is for leads on Lee? Right. So you only want to see how good this campaign and whatever offering that they have is forgetting leads now for this sort of information you might want to only use that conversion for that campaign right to Onley. Get that data on Lee, Get that value because you're looking for a specific type of data now, Similarly, if you have an e commerce and perhaps you have a conversion that is set to individual tracking and you have another conversion set to are complete tracking meaning as we were talking about before some conversion tracking Zehr going to track all of your purchases as a single conversion and some conversion track is gonna track all of your different purchases as individual conversions. And you might want to go in here and opt for one specifically that is going to fit your campaign. All right, so that is when you want to be selective. And this is why I call it the more advanced feature. But most of the time, we're just gonna want to use what we have set up in conversions. Right? Then we're gonna want to go ahead and set up additional conversions in here to see what it is that we're looking for with our specific campaign. Right. So to summarize, for most of us, just use what's including conversion if you're tracking something specifically, then you can click on choose conversion actions for these campaign selects conversion actions and then just select the one that you want to be using. Now, once again, if you have an e commerce and you wanna track them differently those who convert only once of those who convert multiple times depending on your settings for your conversions, you might want to hope for one specifically that fits your campaign. So we're gonna go ahead and use the account level one in here. I'm gonna close this one, and then we're gonna look at devices. Now, we've spoken about devices before, so I'm not going to go through this in detail. But I do want to show you the different interface there. And this is the default one showing all eligible devices. And that's just gonna make sure that it shows some computers on Mobil's, including cellphone tablets, even TV screens. Right. But we can also set a specific targeting for devices. Now, if you're gonna want to do this, for example, includes something specifically or exclude something specifically or used any operating system or specific device models or networks which you can do when you have sufficient amount of data, I still recommend that you try it out. Okay. So for example, you can make one campaign where you use everything and then split. Test that with another campaign and uses only computers or Onley mobile phones or on lee tablets, for example, to see which one is the most profitable and obviously go with the most profitable ones. So for a lot of these upcoming settings, that just means that we're gonna want to split test to see if this may or may not be effective. And your data is already gonna start too revealing for you that, for example, a lot of people who purchase on my website appear to be using Mac. I don't know why, but they just do. So you might want to split test a campaign towards on Lee Mack in touch computer users. That would be very fascinating. And if it's more profitable, well, then you've optimized your campaign well done. So we're gonna close this one and oh, and I'm also going to use it on all devices and then we have frequency capping our frequency. Capping is an interesting setting. And it's something that we're going to talk about in the next lectures that see in the next section 67. Frequency Capping: Welcome back in this lecture, we're going to talk about frequency capping, in other words, how many times we want our ads to be showing and or to be usable. Now we're going to look at what it means, what it implies and off course, some best practices. Let's dive into it. All right, so here we are. So we're gonna click on frequency capping with scared Lisette Yunan. And can you guess why Google prefers to have default on non Well, no caps, no limits, more spending. That's how it goes, right? So first of all, let's talk about frequency capping now. Frequency Captain, like we were touching on before, means how many times you want to adds to be able to show Now if you can get a certain amount of pressure off impressions, that means the good's gonna give it them to you. But it doesn't always mean that that is, they wanted thing. So what we can do is that we can cap the impression frequency, which is how many times that it actually seen and or we can captive you frequency, which is how many times that is going to be usable. Remember, it's only counted us a view whenever someone clicks on your ad, or if third is sectors has passed, if they actually watch it for 30 seconds. So why would you actually want to cap how many times that your ad it's seen or shown? Well, let's think about this for a second. There's a couple of implications in the background dollar. First of all, if you get to see the same and over and over and over again, that's very frustrating. Just like the nonce capable adds, That's not gonna do any good for your potential customers. That's just going to frustrate people. So that's gonna be a negative connotation or negative connection to your brand. And also remember that if your ad keeps showing and you're not getting any results, that means that you are just wasting money, right that is not profitable. Adult. Now on the other side of that coin, we need to understand, frequently showing our ads, frequently revealing our brand. It's an important branding strategy now to show and repeatedly so that we exist and what we do and who we are. That is how we brand ourselves. That is how people get to know us for example, Coca Cola ice everywhere, right? Most of the world knows who Coca Cola are, because we can find it in most places, whether that's in a restaurant or maulers in even some hotel apartments there, branding is massive. We also want to be big in our branding, but we want to walk a fine line between being effective, annoying and also cost effective and results and profits effective. Right? So first of all, let's talk about capping impressions. Okay, so if I click here, I can choose if I want to put a cap on impressions. Now. The difference between Capping Impression and the View is that impression is how many times that it we want it to be allowed to be showing. Okay, Since most people don't like being stalked or they find it uncomfortable, well, it's there. We understand that it's affected because re marketing works and re marketing is also important for branding. But re marketing taken to the extreme is very uncomfortable. Similarly, if we keep showing our ad over and over and over to the same people, that's gonna be, that is a little bit of a stalker warning, like a date gone bad if we are this stalker we don't wanna have that effect would have a a positive connection. So me personally, what I prefer to do, it's used a per week capping frequency. And I generally like to capital in 2 to 3 impressions per day. So for a week, that would be 14. The reason that I keep it per week instead off per day or per month is that because per week, if we get a lot of impression that the Google algorithm did that these are worth it, this could potentially be effective. Then we're gonna show those and show them repeatedly so to this person, and then we're gonna have that little break until a week run south and then show them again . But if we kept her day that titans are control, which is in most cases, good. But here we actually do want Google to use some of their own algorithms and optimization and also remember that our capping frequency is going to be influenced by heart big our audiences now you can see right now that there's a lot of available impressions right now, capping isn't going to be a problem, but if you are targeting more and more and more narrowly, and you end up having quite a small audience. That's gonna be a problem if you keep capping that audience. If you're very nichd, it's going to be less of a problem to have a higher impression. But if you have a very large audience, I recommend that you set up on average of 2 to 3 impressions a day cat, whether you put it per week per day or per month and also remember that if you are specifically looking for a new audiences specifically looking to reach out and brand, then you might even want to cap this at one. Okay, I don't think that's generally a good strategy, but specifically so to reach out to more people. That is a good strategy, and then we have the view frequency and the view. Frequency is also interesting because we want results right, But the ugly truth is that there is some foul play out there now. If you have competitors and they know that you are using certain ads uncertain videos, all they need to do is watch those videos click on your ad and your costs are going to go way, way, way up. And that's gonna be a way for them to get momentum over certain key words and also deter you from actually bidding on certain key words. So it unfortunately does exist. And that is also why we spoke about location targeting and excluding certain competitors, because this does happen. So what I like to do is put the view cap number on two per day because the reason is simple . If you clicked on the ad ones, chances are you're gonna convert or you're not gonna convert. But you might also click on the add twice. But if you haven't converted by the second time and you don't know or remember the website , chances are you're not going to be converting at all, at least in my experience. So this is a pretty good way to save time and money and branching out to people who are likely to be more interested, right? So I'm going to keep it a two per day like this. An impression kept 14. So impression 14 view to per day, and interestingly enough, we can actually add more caps as well should you want to play around for example, have to captured and have a certain per month as well. But I'm gonna keep it like this. And I recommend that you use Thies to both to save money and also to target the right audience. Remember, if they keep clicking on your acts but they're not actually converting, then they aren't going to be good target or valuable con audience for you. So there were gonna collapse this one and then we're going to scroll down to add schedule. Now, add schedule we've been talking about before. We haven't earlier in the course we can use it. We can choose not to use it. We can use it for split testing. We can use it for certain peak hours, or we can just leave it open and get the full data. And once we have that data we can optimize from there, we're not gonna talk too much about that. We're gonna leave it all day, and then we have the ad group Nay or the admirable level. Rather. So we start off with the name and with the name we're going to want to use a name that is going to symbolize our actual targeting. So For example, if I know that I'm going to be target a certain gender or a certain age, etcetera, etcetera, I want to use those particular features in the ad group name for now. I'm gonna leave it because I don't really know what we're going to be targeting here. What you can do is that you can skip the ad group and add creation. It's not particularly at balanced at all but Google, of course, once you go to complete here and then you can complete everything in the dashboard. But I think that while we're here, why not just completed? So we're gonna leave the ad group name. We can come back to death later, but you already know how to set up your ad group. They were spoken about it before going down. We have demographics now. We speak were spoken on demographics before. The only difference here is the interface. So if you have some data available already, you can start playing around with these. And even more interestingly, you can start split testing these as well. So, for example, let's say that you have one ad group that has all of these available. Let's say that We have one ad group target that Onley to women and then one ad group. There's target that Onley two men, right, so that would be very interesting data. Do we want to talk? All of them Female, male, unknown or just female or just male Off course. We can just target unknown to. But usually this bring a little bit more data. If we target the unknown that might be profitable Advise in the long run, but it doesn't give us very good data in the end. And I haven't found targeting this Be particularly good. It's usually quite low. So that is how we can do in order to test these out. So I'm gonna close this one. Audience says we've spoken about before. We've gone quite indefinite in earlier on in the course, and we still have our ideas, our ideas here and completely available. If you want to target the same ass before, so we're not gonna do that, we're gonna collapse, and then we're gonna move down to key words. Now, we've spoken very extensively about here to have an entire section dedicated to be. But in the next lecture, I want to show you a very effective way that you can grab some very effective YouTube keywords and used in here and do further research on. So see in the next lecture and let's talk more about keywords there. 68. YouTube Keywords: in this lecture, we're going to be talking about keywords, and I know we've been talking a lot of our keywords already. We have an entire section dedicated to it. However, when we're doing the video ads were doing ads on YouTube, and the thing with YouTube is that it's it's own search engine. So that means that there's going to be different keywords compared to Google. So when it comes to our keyword research, it kind of changes the rules a little bit now when it comes to keyword planning and he would organizing all of that still holds true. But where we actually find our keywords is going to be a little different for advertising on YouTube. We want to use you to keywords when advertising on Google. We want to use Google's keywords, right? So let's dive into it and see how we can find YouTube specific keywords. All right, so here we are now, the problem with entering our website here or running in and a key word in here is that this all of the information that we get from here, it's actually going to be pulled from Google, right? And we're doing video ads video ads on YouTube. So we wanna use the YouTube keywords in order to find our perfect audience with our proper bids, etcetera. So the first technique that I'm going to show you is the most simple of the mall. It's just going to you tube in them, writing your keyword and your keyword might be, for example, that say, it's one of our courses. We might right DJ Digital Marketing Agency, Right. So we're gonna get a big bunch off different keywords in here now. The interesting thing is that instead of writing all of these done manually, what we can do is click on report search predictions down here at the lower right corner, and then we can grab all of these just like this, right click copy. And if you wanted to, we could go back, paste them in and look at that. We have a big bunch of highly relevant keywords now, of course, we still want to do more proper research. Wanna do the estimates for the volume and organizing etcetera? It said it, but it's a really, really great way to grab a big bunch of really relevant keywords, so that is one of the methods now another to that we can use this the tool called Keep razor dot Come. So I'm gonna put this in the resource is as well. And while it is a premium product, we can still use it for free. It's just that our results are limited. So let's say that I would search for digital mark, get seeing course I would hit start, and I'm going to get a bunch of different results with keywords. Now You need the pro version if you want this to help you with the estimates when it comes to the the volume of the bids, etcetera. But just for extractors, for a research and extracting key words, It's a really, really fantastic tool, and it gives us multiple pages. Now, if we wait a little bit, it has an interest in Q system. If we wait a little bit and just let this go, the actual amount of keywords is going to keep increasing. This is probably one of the methods that they're using in order to have us by the pro version as well. But for our intents and purposes, is gonna work just fine for finding keywords. All right, next up is Google trends. Now Google trance is important, and it also shows us the importance of finding YouTube specific keywords. Let me give you an example before we get started. Now look at this. I'm using the search marketing agency and I'm using Web search. So, in other words, this is for Google. And look at the trend. The trend is you know it's OK but is going upward. It's going very, very steadily upwards, and I'm looking at the past five years. Right now, however, when we do this trend, search for the exact same search term for YouTube Look at the difference we can see still cost five years. It's just it's a YouTube search. We can see that it's never really been that impressive of a search term, but is getting worse and worse, and it's probably at its worst ever. So if I was only do my keyword research on Google, I would be certain that this would be a fantastic term, a very popular term. However, the U two specific search time show that it might be a very poor keyword. Now it might actually be good, because the actual cost might below which means that you get all the traffic for a small sum. You don't know until you try, but it does reveal that Hey, it's not at least a popular search terms. So I would look elsewhere when it came to keywords, right, Because we want to be where audience is. So the way to use this it's simple. Now we just go to transfer Google that come, this will be in the resource is as well, and then we're just gonna ride in whatever it is that we're searching for. So let's say that I'm gonna search for digital marketing agency just like this, and I'm gonna eat search now. The next thing I want to do is look at the settings. If we're looking at specific settings and search terms in search of a key were specifically for the U. S. We want to keep it in the US, right? But if we're doing it for some other country, we're gonna want to change to another country for going worldwide. We're gonna go with worldwide, so that's the first thing to change. Next up. I prefer to go further than 12 months. I prefer to go for past five years or from 2000 and four. And the reason is simple. I want to see the entire trend. If I'm gonna go from 2000 for this is gonna give me a much better overview off this topic so we can see that digital marketing agencies is something that has grown spectacularly the past couple of years, and it seems to continue to grow even though it had a bit of a dick down here. But this is very valuable and interesting information. Next up, I never touched categories. I just leave them open. But this is where things get really interesting, right, because we're still doing a Web search. And the key here when it comes to doing our YouTube specific keyword research is changing this one to YouTube search just like this. So let's see if there's a difference. There we go. So it's pretty much what we would call completely dead. It's just not that interesting on YouTube, right? So this is very valuable information putting to one place. So this is how we gather different keywords when it comes to you to specific keywords. When it comes to our planning, I still recommend if we used the Google's keyword planner, even though we're not getting specific information, we never do and how they are only estimates, and they give us very rough starting point, and we get to get the data from running or actual campaigns and add groups and keywords and see where we should put ourselves in when it comes to the CPV. Remember, it's cost per view now, not cost per click, so I still go with the data. However, if you'd like to improve those odds, I don't do personal, but you can. You could use a pay to, like Sam Rush or keep Razor that come who do actually do have YouTube searches, but it is becomes a premium to let you need to pay for, but we don't use it ourselves. And I don't really believe you need it when you can do the keyword research for free like this. And then the estimates that the CPV estimates are going to be just estimates anyway, you and we get the data from their now. The last point that I want to make here is that you might have some really good keywords for Google, or you might even have some really good keepers for YouTube. But what is interesting with that is that we can take that keyword and do a Google search for it. And that is important because you'll notice that some search results actually put videos on the very top. So what that means is that if you use those keywords like this one cooperating video course , which might be a key word for, for example, or copyrighting course, that means that they're very keen on ranking videos. Highly. So if I were to make some organic material or even just make a video at, this would be a very good keyword, because even if you are searching a YouTube, chances are you're gonna click on one of those videos. And if you click on one of those videos, your ads will be showing. This is just one of those small little tips that can't do really great things. If you nail it, I wouldn't search for it specifically, but if you find it, that would be enough to deem It is a good keyword, right, because this really puts you over the top. Having you rank both in Google and in YouTube is generally called a double dip. When you get to do your dip in both of the biggest search engines in the world win win rights. So to summarize, in order to do our keyword research on YouTube, the rules are a little bit different. Number one. I would go to YouTube, and then when you have the ought to suggest you can go down to report search predictions and pull the key word from there we can use keep razor dot com it's in. The resource is we could also use Google trends, right? Just make sure that you change it to you to search down here. And finally, if you want to see how good your Google keyword are or even your you to specific key worth , you can do a Google search for them and see how popular they are. Video wise. Perfect. Now, once you find your YouTube keywords s, you shall go through with the planning. You're going to get the estimate, go through with your organizing that it's all like before is just the research part of a little bit different because they are you too specific. Great job following along. See in the next lecture 69. Topics: Welcome back in this lecture, we're going to be talking about topic targeting. Now, it's another way for you to target your potential audience. But it is a little different from the other types of targeting, such as audience and keywords. Let's check it out. So before we move on, I'm just gonna do a quick correction here off removing some keywords. That's not going to be appropriate. We will release this ad even though it's not going to get a lot of love. But we're still gonna release it so that we can check out its potential statistics. And I'm gonna show you some metrics you can look at in order to improve it later. Okay, So in order to keep the theme of having a fresh account, I'm just gonna remove these ones. That doesn't really make a lot of sense, because all of these other ones do make sense. Therefore, from optimized in a properly research estimated, they're not organized. Nothing. But I'm gonna leave it like this, close this one down, and we are gonna move on to topics. So when it comes to topics, the main thing that you might want to think about here is that it is primarily for to display network now. In other words, whenever you're using the Google Display network, the option that is on the very top up here remember networks and we have the partner of the display network. We chose not to use it. But if you do actually use it well, that means that you're gonna need to select some topics where you want your ads to be displayed on what sort of websites where you want to show your ads, right? The more Google understands about your ads, the better they can find the right platforms and the right websites to display your adds to the most targeted audience that they deem as target that it's possible. So for us, it's not a must choose. But it does help, because even when you're creating YouTube videos, you can still choose different topics to put your videos and your channels in. So while by far the most important targeting work would do, they're going to be key words and getting the data from keywords. You can further optimize it by using topics. Now the topics themselves are very vast. We can just click. You want we can go deeper into it, and then we can choose one. And some are gonna have even mawr layers to go through. But if you want to keep it a little bit more simple, I suggest that you simply search for it. For example, I could serve for digital marketing like this because we're looking at a digital marketing course to advertise for right now and then just go through the options. So we're not doing TV commercial. We're doing our advertising and marketing brand management marketing s tariff email on email marketing. Indeed. We are looking at sales PR going down. Strategic planning for business operations Absolutely would have e commerce services distribution. Logistics are not going to step on. We're using CRM. We even have complete material serum systems affiliate programs. No, I'm not gonna select that one. Search. Any optimization? Yes. Sales and marketing jobs. Nope. Nope. Shopping customer services? Yes, I'm gonna select this one too. So just that quickly, we have a bunch of different topics selected just by riding in the keyword or what? We're primarily targeting right here, so if we're happy with this, we can just close it down and then we have all of our different topics in here. But remember, the topics are primarily when we're using the display network. For our intents and purposes, we're gonna do more than good enough by using proper keyword research. And if you've been jumping in the course than first of all, nice to meet you. And second of all, check out the keyword section. The keyword section is essential to understanding proper targeting, proper estimating, proper planning, organizing and getting proper data in order to further optimize. And if we don't understand how to use negative keywords list yet, well, then you definitely need to recheck that section. It is so important. But if you want to display test or you decide to open to display network, then we really need to be careful about the topics we choose because that is going to decide where we show our ads. All right, next up, we're going to be looking at the placement. So let's dig into that in the next lecture. See, in the next lecture 70. Placements: in this video, we're going to talk about placing and targeting, and the placement targeting is another type of targeting. And you might have noticed that there's quite a few here. We have key words as a means of targeting. We have topics, we have audiences, and now we have placements. Now, the interesting thing with placements is that we get to choose what kind of traffic, or rather the origins of the traffic that we want to target. Let me show you what I mean. So here we are in the placements tap. Now, as you can see, there's a couple of different choices here. We can target specific YouTube channel specific YouTube videos, popular content website, APS or APS categories. So what that means is that if I were to target a specific YouTube channel, I would be targeting the audience off that specific you tube channel, right? I'm not actually targeting only the channel itself. Similar with the videos, I would be targeting the specific audience off that video. Now, if you're using the display network, you're gonna need to add in quite a bunch of site off websites in here in order to make sure that you show up on the places where you want to show up, You want to regulate that as much as possible, even though the majority of it is still gonna be outside of your control. But what we're gonna do is they were cannot target YouTube channels. And the reason for that is that we want to find those people out there those YouTubers who are within the same niche as we are. And we don't want to go video by video because that's gonna take first of all, a long time. And it's quite a hit or miss. I prefer to go by the channels by the most popular ones who are ranking the best within our niche. No, I also want to add that we're looking at a lot of different. Targeting is already right. We've been looking at audience. We've been looking at topics, keywords and now placements. I don't recommend that you use all of these at once rather, but I do recommend that you do each and every single time is to at the very least use keywords. And then you can make different ad groups to try out additional target things. So I would start off by making one using Onley keywords. Then I would create additional Agger's what I would do one for placement. I would do one for topics I would do one for audiences and then see which one that is doing the best. So let's say the placements are doing really well. Well, then I would do keywords, some placement and continue adding onto that attitude so I might do a split test with another ad group that has a placement and keywords and topic policeman keywords and audience, it said, and continue split testing until we find a really sweet sport. Profitability just keep going up. But enough talking about that. Let's look at how to do proper placement targeting. And since we're doing in streams capable video ads, we're gonna go ahead and target YouTube channels. It's my favorite way of targeting. So what I'm gonna do is that I'm going to go to YouTube here, and then I'm gonna use the the key where that is for the niche that we're trying to create an ad about. So there's gonna be digital market marketing agents, see? All right, so we get a bunch off different results up here. Now. What I'm gonna do is that I'm going to hold down a command and I'm going to open up a couple off tabs that we have Neil Patel, serial entrepreneur. Ron, we have Jesus Wardrop team calmly. Really, Wilson. And if you're on a PC, I believe that that is the control button that you hold down. And you just click on this one because then we're gonna get different tabs up here. And the reason that I want a bunch of different tabs on the top is because I want to evaluate the channel myself to make sure that hey, this is actually specifically about digital marketing agencies. They're not gonna be general about digital marketing. Or maybe they were going to be completely finished about something else. But they happen to have a video ranking high in this topic. So I already know about Neil Patel scenes before, and he's huge in digital marketing, But he's not very specific for a digital marketing agency, so I am not going to be using him. Serial entrepreneur. I'm gonna look down London going to look at his video how to start a social media marketing agency. Perfect Facebook business base set up the right way. How to start a digital marketing agency in 2000 and 90. This is perfect. Now, this is exactly the kind of audience that we are looking for. So But I'm gonna go ahead and do it. I'm going to cope it. This your l just like this. And then I'm going to go back into the video campaign. I'm going to go to you tube channels click here, and then I'm going to pace that your l in here, and that's gonna find his channel. And they're here. So I'm gonna target him. And then I'm gonna continue my search. I'm gonna close his statment. I'm going to go to the next person so we see how to get marketing clients to pay you what? You should trade time for selling money. I'll trade to do the marketing package practicing minimalism in my business. What you need to break even in your business doesn't sound super target. I'm gonna close this one on Jason Wardrobe, Increase your real estate least 2020. How to create Instagram. As for beginner, a desert facebook pixel doesn't look too targeted either. I'm gonna take the next one Getting paid what you're worth, how to make minus digital marketing agency. I like it. I'm going to grab this one as well. Means that I'm going to cop it. I'm going to go to video campaign. I'm going to remove this one. I'm going to pace this. Your l And there we have him, Tim, calmly. So I'm gonna click there and add him. So I would do this until I get at least well, 6 to 10 hits. If there's clearly more hits than I would just add those and they use those audiences. And this is the way that I like to work when? When everyone doing ads in a specific niche. So I go and find those channels, and I just target the audiences off those channels because they're very likely to be very interested in what it is that we're doing ads about. All right, so now we've targeted two channels. Normally, I would continue this, but as you can see, it takes a little bit of temps. I'm not going to be spending that time right now. Now there are all the ways we can use videos, but those arm or specific. We need to find really big videos and a lot of videos in order to not be too limited when it comes to the audience that we have to show our ads for now. If you do find that the results aren't reaching out this minutes, we've been hoping for their two things to look at one off course your budget, always the budget, but also to the frequency capping. Now, remember, we have been capping both the views and the impressions. Well, I would go back and have a look at that. Should I change something up? Maybe I'm gnashing and targeting too hard. I need to open these ones up. It's a lot of different things to look at, but those are the two things that I look at first of all budget. Second of all, I don't get the capping, And if you're interested in showing your ass on the display, that's where I would go and get a bunch of websites that I want to show it on and off course. If you want to show your ads on APS, that is very important that you target the correct AF in order to properly target your audience. So that is placement targeting. And once again, I would be creating a bunch of different actors and trying this out and see which one that fits the best. Now, next up, we're gonna go ahead and look at bidding and bidding works. Kind of the same A CPC, but it's a little bit different, and we also have an added adjustment to look it. So let's talk about that in the next lecture. See there. 71. CPV Bidding: Welcome back, dear friends. Now, in this lecture, we're going to be talking about the bidding. And if you been following along in the course, this is going to be a lot of fun, because this is for you. Notice Hey, YouTube as air Quite cheap. Let's go. All right, so here we are. And there's nothing that's too complicated about this. We already know how the bidding system works. You already know what it cost. Per click bid is a CPC, and we also know what a cost per view bid is. So we know all of the basic bidding and this is a CPV bid is very similar to the CPC bid. Now, the interesting thing here is that the average CPC that is cost per click bid is between one and $2 a one or $2 per click. Now the average cost per view bid is between $0.5 and 0.1 There we go dollars, which is incredibly much cheaper, is already there. That's a pretty big difference. And this is pretty cool also because let's say, for example, that you have, on average, CPV cost off $0.6. And let's don't say that you start gathering up views because whenever you get a an actual view, whenever you actually pay for a view that counts acid you towards that video as well. So if you're trying to make a name for yourself, either s your agency, you, as your business were even as a person, this is a great way to brand yourself and build authority because look at this. Let's say that we have a cost of $0.6 and we would get 100 1000 views that would be a cost off $6000 now realize that $6000 in ads over time. It's not a massive spending. It's going to sound massive at first. But if you have a video that's going to play well for you for a while, and you'll be spending some money on that for the coming monster becoming half a year, that's going to rack up potentially some serious view, which is going to give you some serious authority for you and your brand. So that is also the good news. So what we're going to start with here that I recommend that we start with is the $0.1 in bidding. Now, you could start with 0.5 as well, but I found at least that 0.1 is a good starting point. All right, so we're gonna start there, and then we're gonna look at some strategies for how to adjust that as we get some data. And then we have this one is called Top Content Beat Adjustment. Now, the cook top Compton means that hey, it Google deems that you have a really good potential off ranking on top or getting your video shown. First of being on top of the Discovery ad. Are you willing to increase your bid to get that top position? That is what this That is what Google is asking here and the interesting thing. So this is sort of a Google trap is that you can Onley at this level increase your bid and this is by percentage and the max you can increase with is 900%. Right? So for us, if we increase by 900% that would be close to $1 bit right, so there would be quite a drastic increased from $0.1 bid for a view. But now, when we actually get into the Google dashboard, we're gonna be able to adjust up on down in case we get some day that I hate. Some devices were doing better some devices or doing worse some time off days doing better some time of day doing where some countries are doing better than others. Some states are doing better than others. It said us we can adjust from the data that we're receiving. But if this is the first ad you do, even if you've been doing a couple news starting out the new type of campaign I recommend leaving this one because this is micromanagement that I recommended. You do once you get the data. All right, so very good news because purview bids very cheap YouTube ads generally much cheaper. And as an additional bonus, you get to build absent great reputation and branding an authority for that video, which means for your business. All right, so in the next lecture, we're gonna go down to actually create our ad. Exciting, isn't it? Seeing the next lecture 72. Set Up Video Ad: all right, so in this lecture, we're going to start setting up our video ad. Now, if you been following along the course from the beginning, you'll remember that when we were doing search ad campaigns we were doing in his Final Four text ads. And now, as we're doing video ads also known issue to bats, the final add form are going to be video ads. And the main difference between those two except the obvious, the bonus and takes from the others and video is that text ads are much easier and faster to create. Video ads take much longer time and much more effort to create, and for that reason it's much more common to only have one single video ad. Now, if you have more through disposal, that's great. You can add them in, you can rotate them and see which one works the best. But especially when starting out. It's completely fine to only use one video ad, and that's what we use most of the time, unless respect testing. So without further ado, let's get started. All right, so here we are, and now, in order to add in our you tube video, there are three waste. If we can do that, one is to click here and simply upload your video. That's gonna take you directly to your YouTube channel and to the upload where all you need to do is drag and drop your video. Now I've already gone ahead and down this because it takes a little bit of time to upload the video variety, a title, a description, etcetera. In all of these things, they need to have some love, right? Select a good headline, right? The great description, etcetera. Now the second way is to speak. Simply search for it. So if I would search for Robyn and Jesper, for example, you're going to see that there's a big bunch of videos in here, right? And all of these are mine and just first old video from our old YouTube channel. There's a big bunch of them, and that goes for your videos as well. If you re discerned YouTube, you're probably only gonna need to search for yourself. You're gonna find the video click on it added. Now, if it doesn't put up here because it's very new or because the search term just doesn't show up for you than what you can do is just go ahead and go to your video. Select the your Ellen to talk. Just gonna copy that, go back and then pasted right in here. And that's gonna show your video, right? So there it is, and it's automatically added. Now, one thing that I want to mention before we get started at is that if this is the first time you're creating a YouTube channel, then you might want to have a little look at what your name is, what to YouTube channel name is You can see that automatically. It's arses called Robin and Jesper ads. Now that is not a very attractive name to have, right. What I recommend is that you create a business channel with your brand and add in all your videos in there instead. And the way to do that. It's super simple. Just go to your upper right corner right up here, then go down to settings. And from here, all they need to do is click on creating new channel. That's right there and then you select your brand accounting. Write it in you create that new channel, and there you'll want to upload your video because that's gonna make sure that you have the name that you wanted that represents your brand and your business, right? All right, so very important feature tab going back with Just added in our video, it's right up here. Now we get to choose who we want this capable in stream at or a video discovery at now. We can't have both, right? We can only choose one of these and only set up for one of these. So if you want to use both of which I recommend that you do, we're gonna have to do another ad, simply duplicated and set up a video discovery at s well, and that's gonna be in one of the upcoming lectures where we do that. But for now, we're going to sell X capable in stream at which we were talking about in the beginning, Right? So we're going to select this one, and then we're gonna go down, and the first set up we have is the final euro on the final. Your Elly's, where do we want him to end up? And for us, that is going to be on our courses. Patriot because we're selling our court. And here is the course it we're trying trying to sell. Now, if we wanted to be really clever about this and we wanted to have a cropper landing patient increase air quality score, but we would need to do is create a separate page, a separate landing page for this course. And that course would also need to have a check out page a purchase or thank you page whenever someone perches in order for us to properly attract that with conversion. But we've spoken about all of these different things before. That is earlier on in the course, and for this example, we're just gonna use this site. But understand that when you are setting up your at its very important that you make sure that your landing Page Cohen sites and is relevant to the experience off your ad. So this would definitely need to be improved, not simply using Roman just don't come forward slash courses, but rather using a specific page for this specific course. All right, so we're gonna go back, and I'm going to add that you're l in had just copy paste. Now you can choose to use http or https, It doesn't really matter. Usually in any case, because if you have on https, which is, in other words, this little lock up here that shows that your website is secure. If you are using the http feature here, it's still going toe automatically change to this https, secure whenever the end through your site. So this feature is nothing to be worried about. It just automatically changed not because I copied pasted the full derail in here. And then we have the display. Your l and the display euro is three euro that you want to be shown on your ad, right? And if you remember from earlier on, we spoke about using a display euro, it's kind of making sure that your keywords are in here. The main keyword off the ad itude trying to deliver. And the reason for that is because we've seen that it in potentially increases your quality score and relevancy. So we're just gonna use that s an additional bonus. So we're gonna write digital cash market and dash agent suit. They would go and then scroll down. Now we can also add in a call to action, and it says that it is optional. But I strongly strongly recommend that you add in a call to action. Now we're called to action is would really helps them at find something to click and give them gives them a reason to click. This doesn't necessarily make sense, As we can see in the preview here without the call of culture action, it doesn't necessarily show you where to click or how to click. But if you add this one in, you'll know that you're supposed to click and what you will get if you click. So if you're offering an e book, it might say Download. If you are are, for example, offering a email sign up, it would say Sign up, for example. If it's a lead for Mitt Might say feeling it said Right center. If if it's a full number, contact us whatever it might be. So I called to actually very important. I don't agree with Google. I don't think it should be optional. I definitely think you should use it so scrolling down first of all ways, we set up our call to action, so for us that is going to be learned more right and We only have 10 characters to 10 letters that we can use. This is quite limited, but learn more, download or sign up. It's Saturday. These should all work perfectly well. And then we have the headline, and we spoke in a tone about headlines already, but this one is even more limited. You can only use 15 characters, so I'm gonna go quite straight to the point. Right. Online courses, rights or online course start because we're doing an ad for a specific course. So right now we can see the previous looking like this we have online course for Been in just looking forward slash digital marketing agency. We can see it, and then there's a learn more button, right, and it's s capable in stream ads. So everything is looking really good right now. And this is the mobile version. If you want to check out the desktop, we can just click here on the desktop, and we can see the way that is going to be looking here. So looking quite nights, right, perfect. So scrolling down. We also have our Ural options, and we've been speaking Clinton about this. If you want to add your tracking template and you can. But you're going to get all the necessary analytics that you need in your Google ads campaign or your Google ads dashboard rather. So we're not gonna play with this. We spoke about this before. Now, in the next lecture, what we are gonna go through is the companion banner. Now, the companion banner is what's going to be popping up along with your video, and I'm gonna show you what it is in the next lecture and also help to set it up and customize it because you have the option to auto generated using your channel banner. But I don't recommend we do that. I'm gonna show you a super easy way to make it even more. Target that an increase on increase your conversion rates because it is more targeted more relevant to your audience. So let's talk about that and do that in the next lecture and I'll see you there 73. Companion Banner: in this lecture, we're gonna go ahead and create their own custom companion banner. But first a step back and let's look at what it's a companion banner. What happens if we don't create one? And what are the benefits off making our own? Let's dive into All right. So here we are and we are about to create and upload their own custom companion batter. Now, first of all, what they say companion batter. Well, look at this YouTube video, for example. I served for public speaking. I clicked on a video and I get that this in streams capable ad that pops up right? But if we look to the right here, we can see that there is a banner here, right? We can see that there's a call to action and we can see that there is a logo, a headline, and also a Europe. This is the display euro. So this is the companion banner, okay? And the option that we have is that if we choose to use auto generate using your channel batter, that is going to be using the banner that we have on our channel art. Now, if we go go up and look at this stuff. You can see that it's empty here, but that is because we haven't uploaded and they are to our channel yet. But if we look at another channel, this is a channel that we own me. And just for this is our channel art. So if we would choose that option the author generate than this channel art that this banner would be uploaded. Now, the problem with uploading this banner is pretty clear. It's General, Absolutely. If you're a large company, if you are, say, h and M or Sarah or any you know, massive clothing company or whatever big company that you might be, brand awareness is important, and it is for you to but even more so our conversion rates you need to make a profit right here and right now and anything that you can do to strengthen the message off your ad, it's going to be to your advantage. So what we're gonna do is create your own custom banner to strengthen the message off the ad itself, not use the general add that simply portrays our brand, even though our brand is great. But we're gonna have that anyway. now, for some of you, you might also have seen an ad that looks like this, right? It's not so long. It has a very different resolution. And that is because this is actually a display ad from the General Display network. Okay, so did this is not your classical companion banner. So if you opted for the general display Netrebko you're making a display at, then you're gonna have some different circumstances and need for resolutions. But for us, the resolution that we need in order to create our ad, it's going to be this long 300 times, 60 pixels. Okay, so that is what we're gonna go ahead and create. So in order to do that, we're gonna go to Canvey dot com and it's completely free. You can create an account is going to be in the resource is what I'm gonna do is just write something in here like this because this allows me to click on plus custom dimensions. And what I'm gonna do is write 300 times 60 and then I'm just gonna click on this locker and then can we can create new design. So here we are, and we're about to create our banner. Now, if you have no artistic eye at all, I recommend that you ask for help. I have a very poor artistic eye. I ask for help, whoever is nearby or potentially sometimes I might actually use fiber dot com and use some sort of freelance because it's just a couple of dollars. But it is very easy to do yourself, even with a basic level off the Sinai. I call it a design I. But what we're gonna do here is that first of all, we need a background. So to get a background, I'm going to go to photos. And here we get a big bunch of different backgrounds and different photos to you. So I'm going to search for marketing something that may fit in with our theme. Right so scrolling down there's gonna be bond shit and Bunches and Bunches off a different photos, and all we need to do is pick one that, you know, unless you want to pay for it, doesn't cost. So let's scroll through these and see if there's anything that is of interest. And I think this one might look really nice even though it's kind of a space team because I'm only going to be using a small part of this. So what I'm gonna do is hold it and then I'm going to drag it out. And as you can see, it looks like this right now. But if I pull it a little higher, it's going to become the entire background. Okay, Pretty cool. If I double click on it, I can choose where I want the actual display of the image to be. So let's say that I only want to use this part of the background or this part of the background, so I would just let go there and I would click around. And now this is my background. Now, if you have a designer, I might think this is terrible and I I wouldn't necessarily disagree with you, but I'm here to show you how fast and quick and effectively we can create a banner. A companion ban. It is also very effective. So what we're gonna do next is we're going to click on text here, and then we're going to want to add headings, right? So first of all, let's look at some nice header here That we like. Something's gonna fit with style. Now I'm gonna look for something. Ah, little bit more playful. Absolutely. It's an agency course, So I'm just going to scroll down until I find a header that I enjoy. So let's see, let's use this one. So I'm gonna do is that I'm gonna click on it and it's going to appear Ride on screen. There we go. And then we have different portions off the head of right. I'm only interested in the middle's I'm going to remove the lower. I'm just clicking on the leaf and I'm going to remove the upper. There we go. I'm going to just click care to select it and change the color to White said I can actually see what it says, and then I'm going to make it longer going to want to extend it across this entire banner, and then I'm going to double click on it and I'm gonna write Digital Marketing Agency course. All right, so this is looking pretty nice to me already. I'm gonna click on it again. I'm gonna put it a little bit lower. Let's see. Maybe here is good thing. Looks pretty good, actually, and know what I'm gonna do is that I'm gonna use another header. So I'm going to look around until I find something I like. Let's say this one. I'm gonna click on it, click here so I can move it around. All right. And then I got a double quick on the upper one to remove it. I don't want it. And I'm gonna double click on this one because this one is very interesting. And I'm going to write, say, 35% off. Now, this is a pretty big text, right? So what I'm gonna want to do is gonna be in big letters off. I'm going to select this. I'm going to change the color to Red. Okay, I actually wanted more red. So in order to do that, I click on the plus here, and then I just drag it further to There we go. OK, I'm liking this red, and of course I'm gonna make it smaller is just ridiculous. So I'm gonna go with maybe 14 or something like that. Okay. Still looking a little bit silly. I'm going to make it smaller. How about 10? Okay, so 10 is looking pretty good But I am also going to make it a little longer. There we go. Slightly bigger. I'm going to put it on top. And there we go. OK, so this is the way that the batter looks right now, So it does kind of give a spaces Star Wars steam. I'm not 100% sure. If I would go with this font. It looks a little bit flat, a little bit weird, but still for this demonstration, I think it looks pretty cool. So what I'm gonna do is that I am going to save this one down. I'm just gonna go up to the right corner and see these arrow here. I'm gonna click on it and then click on download rides here. However, if you tried toe, upload this and it says that the file sizes too big because you can only have 150 kilobytes , then change from PNG and use J P G instead. But we're going to start up from Tri P and G because that usually works. And I'm gonna download this file and with this pops up, we don't have to buy anything. Just click it down is completely free to use as long as you're using the free items in the store. Now, I'm gonna go back to my video campaign here, scroll down. And here with this upload an image I'm gonna click on Choose file. So it seems to be called steak night here. I didn't really change. The name Doesn't matter that much, and I'm gonna click on open. And now if I scroll up and I changed to Mobile and then switched to desktop again, we can see the way that is going to look here. So look at this. Notice how it says 35% off digital marketing agency course. Now, this is a super super clear message, right? And the interesting thing is that whenever the video has actually played, then this message is still going to stay up there, right? So if I go to this video, for example, this isn't displaying any ad at all. This is a video has already played, but there's still on adhere now. Similarly, if I go to this video and I'm gonna mute this one and let it play, and then I'm gonna click skip so they don't have to pay anyway. And I want sick and then I click Skip ad. I will be taken right to the video, but this ad, it's still here. So the great benefit is to leave something in here that makes them want to click. If you're a massive company like Mine Valley, it's already for example, you might recognize who they are. They make a lot of advertising right now, at least. But if you are not a massive massive company, then you're gonna want to make sure that your product offering or your website over or you lead, or whatever it is that you have an e book to give away, whatever it might be that you displayed very clearly here because when people are watching this video, it's still going to stick care. And yes, granted, people do get so called banner blindness. In other words, the they don't notice their surroundings because we're so accustomed to ads. But people are still going to recognize that Hey, there wasn't add there. They noticed your colors to notice your logo on eight. I noticed the same colors and logo up here so very important to continue strengthening the message off your ad. Make them one to clean, make sure that they are reminded what they're missing out on here and what great gain they have. If they click on this call to action bottom and you just describe, it's very clearly here now, a final thing to mention. When it comes to the design, make sure that you also add in your logo your brand here somewhere because you're going to want to continue your branding. This is gonna keep showing for the entire video. Hey, if they're watching, like, a two hour video and they're posting it through coming back the next day, etcetera. That's a lot of advertising for you, especially for something that you didn't pay for. But remember, if the would click on it, then we have to pay. But that also makes it happy, right? That is the entire point that they're gonna click. They're gonna enjoy. They're gonna convert etcetera. So finally, to reiterate here, it's very, very important to create our own companion banner. I don't use the auto generate. I don't recommend that create a proper companion banner. If you don't have a designer, I then ask someone to help you out. Use can write super fast and super easy to do and make sure that your message and your offer comes through very clearly. Okay, so what we're gonna do now is that we're going to give this Adam name, and I am going to name this ad agency. I s K now I escaped from me stands for in Streams capable. And I understand it doesn't make sense for a lot of people, but the only one who is going to be watching and reading these campaigns were going to be meat on this account. Maybe just breast well, so I can write in a way that I slash we do understand. But if you want to use something else, we want to ride out in streams, keep a bladder, or I s a or whatever. You want to write this completely fine. So there's gonna be the name because we're gonna have one ages instance capable at, and we're also gonna have one agency discovery, right? So that's what we're going to be creating in the next lecture. Now, finally, before we end this, I'm gonna go down. Oh, there we go to the ad group name, and I am going to call this digital marketing agent see everything. And I'm gonna call it everything because we have set up everything from demographics too. Well, we didn't set up audience to keywords, to topics to placements, everything. But normally I would have an ad group name and I would name it. For example, audience and I would name do another one called Topics and another one called placements, etcetera. And then I would just test these against each other and then see which one is performing the best. Performing the worst and make my judgment from there. So now I'm going to click on Create Campaign, and then we're going to start going through how to create a video discovery at all right. See in the next lecture. 74. Discovery Ad: All right, Welcome back in this video, we're gonna learn how to create a video discovery at Let's Go. So in case you have forgotten, a video discovery at which we spoken a little bit about earlier is the kind of ad that's either going to pop up into the right among the related videos or it's going to pop up as a search result. Hence, the name Discovery at this is where we discover new videos, right? Just a very effective type of ad. But it also comes with different circumstances because people haven't actually watched your video yet. So we're gonna have to nail a couple of things such as Our thumbnail, for example, is going to be super important. Same with headline and description, because that's the only thing we're gonna see now in order to create one of these, Discovery adds, and starting out dinner Google ads It's not very complicated. We could either just do an ad as we've done before. We could go ahead and create a new campaign or if we wanted to do it within the same campaign. All we would need to do is click on our campaign to the left here and here You can see the campaign that we have already created. Now, normally, if you want to do some form of split testing, all they would need to do is Mark this one click on edit, copy it and then click on Edit Again and click on Paste. And then we could do some changes. But when it comes to video, at the only change so that we can do is that we can change the bid. We can change the name, and that's pretty much it. So in order to make a new type of added discovery at and what kind of split test those, we're gonna go ahead and click on this plus button here. So, first of all, I'm gonna change the name here to discover very right. And if you wanted to do a split test, I would make sure that I said everything up exactly as I did with the previous one. Now, in order to save a little bit of time, I'm not really going to do any off that. I'm just going to skip all of these and show you the main difference when it comes to setting up a discovery at now. We noted to find our video just like before. We could either search for it uploaded or paste in the U or else I'm gonna serve for Robin and just for agency. And chances are they're we are. So it's gonna put up right here. So I'm just going to click on it, and then I'm going to choose video discovery at there we go. So as you can tell, there's a couple of different options, because this is a different add that we're creating. And the first option we have are the different thumbnails. Now these thumbnails are based on either the thumbnail that's actually on the video right now or from the middle off. The video we're creating these kinds of ads is super important that we have a very good thumbnail because the thumbnail it's like the headline. But even more important, when it comes to videos is the first thing that people see and it needs to pop. So if you don't have a solid thumbnail, go to Canada and make sure that you get a really solid thumbnail and create one or hire someone or fiber to do it for you. So what we're gonna do is we're gonna pick her thumbnail. We're gonna set the headline. And as you can see, that headline can be quite long. We have to descriptions and then the Adnan So we could headline this something like a digital marketing agency course now Onley nine 99. So we could write something like this, for example, or whatever headlined it we believe suits us. And then we would write a description, break three from the 9 to 5 bonds by creating a digital. Okay, so this is way, way, way too long to only have 35 characters. Yes. I'm gonna write something like learn how to create a digital learn how to create on agency now. OK, so I'm gonna write something like that. And then I would also write a second description and then named this ad appropriately. So this one would be called digital marketing agency Discovery ad so that we can see the difference between these two. It's This is a special important if we are split testing because, remember, we're still with being the same campaign. We're still ruled by the same campaign budget, right? So as we can see in the results here. This is the way it's going to look on a mobile for this search at, and this is what is going to look like as I related ad right here Very, very cool. It will look at desktop. We can see it's going to look like this is a related ad and like this when it comes to a search ad now Ah, final tip before we end this lecture. As you can tell, once you understand the system, things go quite quickly. Make sure that you really, really, really nailed thumbnail. Now we've spoken about the importance of headers with the search ads within the text ads. Right now, understand the thumbnails worked pretty much like headers doing text ads. There is the single most important feature. It is what people see before they see the actual headline. So the higher case, the most important is the thumbnail, and then the headline and then the description. Right then we want to maximize all of these just like before. Try to get as much space as possible, even though we're limited. And if you have some specific type offer showcasing a product or if it's on sale, etcetera make sure that there's a piece of text on your thumbnail that's really conveys that message. And finally, in order to finalize everything, I would just click on Save Add Group and then finalized everything and we would be perfect . And then we wouldn't be having our split test. Or if it wasn't the split test, we would have two different ad groups, one in streams, capable ads and one for Discovery adds. And at the very least, we're gonna get some very important data, right? So that's all for this election. If you have any questions whatsoever, we're gonna be in the Q and A, and I'll see you in the next lecture. 75. Improve Profits Strategy: Welcome back. Now in this lecture, we're going to look at a bidding management strategy that's going to help us try to aim for that sweet spot where we are maximising our profits while still beating as low as possible . So in order to do that and find that sweet spot, we need to look at something that's known as impression shares and rather home. Many percentage off the impression shares that we have lost. So let's take a step back. What is an impression now? One impression is whenever your ad is actual being shown. If your ad is shown once, that's one impression. If the same person looks at your ad twice or three times, that's still two or three impressions, right? There are not unique viewings. Every single time your ad is shown, that's un impression. Okay, so on impression share is how many impressions that you are getting or have garden compared to how many you could have gotten. Okay, so that's called impression eligibility. If you're eligible for, let's say, 500,000 impressions based on your quality score based on your budget on the ad, drank on your targeting, etcetera, etcetera. But let's say that you are eligible 500,000. But you are getting 250,000 off those impressions, then your impression share would be 50%. Right? So what we're gonna do in this lecture if we're gonna take a deeper look at that, how to see how many percentage off the impressions that we are losing, what the sweet spot is and how to adapt to that strategy? Let's dive into all right. So, as you can see, we actually do have some data coming in here. I've been letting this campaign run for a little bit, which is awesome, because then we can take a deeper look at this strategy. Now, the first thing we want to do is go to video campaigns and then go ahead and click on campaigns, and we're gonna get this view right now. What we don't want to see is the percentage off impression lost that we have based on our budget, right? We want to see how many impressions that we are losing due to a too low off a budget. So in order to do that, we need to go to the columns right here. We're gonna click there and then click on modify columns. Now we're going to click on competitive metrics here. And then here we have something. This is a display lost impression share due to budget. Right, So we're gonna click. They were not interested in Iraq that that is lost. And then we're gonna go down and click on Apply. Now, what this is gonna do is if you go to the right is going to put it to the very right here, and we can see that 22% off. The all of the impressions that we could have got him are lost because we are limiting our budget, right? That's very, very interesting that you might be thinking Well, the natural response to that is to increase their budgets that were getting more impressions than we might get. More views, higher conversions, etcetera, etcetera. But it's not quite that simple. Instead, what is a more interesting approach is to see that Hey, we're getting a massive bunch off impression already available to us. Based on the keywords do we have based on the budget we have set and everything? The strategy that I am recommending is that if this number if you are losing less than 30% of the total amount of impressions you could be getting. I would lower the bid. And the reason for that is simple. You are already getting the vast majority of all of your available impressions, which is awesome. But that is also Google saying that Hey, we know that you're bidding and you're also winning the majority off bids. So you are already on top. You're already doing great. But that also means that since you're winning the majority, you're probably over paying for a lot of impressions that in the end probably aren't giving you as much as the majority is kind of the 80 20 rule here, where basically 80% of your souls come from 20% of the work and we don't need to get into the nitty gritty here. We don't need to win all of the impressions. We only need to win enough impressions so that we can be lowly and get the results that we need, right? So if we would increase our costs purview big, we will get more impressions, but that my lower our profit so rather what I'm suggesting is that we lower our costs per view in order to get less impressions but to improve our profitability because we are already getting the majority. And the baseline that I would look for is that you want to lose at least above 30% of your impressions. If you aren't, chances are you're over paying based on your competition and based on already being on top . So what, I would go ahead and do. Based on this, you could, of course, just go ahead and lower the budget right here. Do whatever it is that you want to lower it. But what I would recommend that you do is that you go to the ad group instead and you worked from here and you simply lowered. Now you can notice that I put it to 30 cents ready than 10 cents, and that is to speed the process up and get some more data for to show you the strategy. So what I would do based on this information, I would slice it in half. I would write 15 like this, I would save it, and then I would keep looking at the stats, and we're not going to get the stats at the ad groups level, so I would go back to campaign against the I post it right now, but I would then give it some more time to see what would happen to the impression share lost due to budget. So if this would still be below 30% that were still winning such a vast majority, I would slice the cost per view even more. All right, so this is the strategy that I strongly recommend that you, at the very least, start off with and continue optimizing asked you go. And the interesting thing is that when you get really good, when you're getting a big bunch of data, you can go onto the keyword level with this and start looking at that nearly greedy and see OK, what kind of keywords do I optimize that is getting a lot of love, Alred that I could probably lower or increase the cost per view bid for So that is the strategy that I recommend. Go ahead and activate the impression Share lost due to Budget column, see the percentages. And if the number is below 30% I would in the beginning at least slice the cost per view in half and then look at the results. And once this goes over 30% you're reaching more of a sweet spot. And then, in the end, see how this affects your profits. All right to see in the next lecture, guys. 76. Manage Multiple Accounts: Welcome back. Now, in this lecture, we're gonna learn how to manage. Multiple Google ads account from one single account, also known as the manager account. Now these manager accounts works kind of like umbrellas where you can have up towards 20 additional Google ads accounts connected to it. If you are an agency, this is a mustache. And if you are, if you have additional accounts yourself or if you are somehow managing other people's or multiple Google, that's account. You're gonna want to use these tools. So let's go ahead and create their own Google at manager account. All right, so the first thing we're gonna do is enter the U. R L. That I am going to have put in the resource is is ad stuff. Google. Let's come forward slash home former such tool for a slash manager accounts. But you can just go and click on it in the resource is so it's going to take us to this page, and from here we can create our Google ads manager accounts, so we're just gonna go down and click on create the manager account, and then we're going to set our account display name and if you're an agency would be like something agency, for example. I'm just gonna call it Robin and yes, bursts Manager for now and then we have the option of managed other people's accounts or manage my accounts. Either way, it doesn't really matter which one you picked, because you can still manage your own account, even though you choose this option. But if you're going to manage the other people's account, then choose this one that we're going to choose the building country, the time zone and the currency that you're going to be using. And even if there are different ones for your clients, these settings are for you and for your understanding. Right now, If you have clients in Europe and you prefer to have yours and dollar, you can still have it in dollar, because in the end you're going to be showing profits, right. But if you're more comfortable to send it to euro, you consider two euro just know that is going to affect your entire display. So then we're gonna click on submit, and now we're done. We can go ahead and click on explore your account. It's that quick and easy so here we are now. The first thing we can do is go ahead and move over to accounts in here, and then we can click on management to the left here and here. We're going to be able to see all of the accounts that were managing and also add them in as we wish. So say, for example, that we wanted to add in an account, right. We will click on the plus sign here and then either link an existing account or create a new account. Now, it's very important to know that if you are linking to a client's account, that doesn't mean that you are getting the rights to their credit card information. That doesn't mean that you can change any of their credit card information, right? You're still gonna be able to change budgets and everything, but not their credit card. But if they want you to set everything up from scratch for them, then you're gonna choose create a new account. And that means that then you're gonna have to enter with their credit card or with your own if they are compensating you for it. But you're gonna have to enter the credit card information yourself. So let me show you the way it looks. If I'm going to link an existing account, then I would just click down here to link existing account. And then I would link in the I d off that Google ads account, right? And the i d you're going to find in the upper right corner. So for us, that is this number right up here. That is about the email. So I'm going to select it and I'm going to cop it. Go back here and then right Click, paste it in and then click on send request. And now it says pending link requests. Right? So now, from the perspective of your client, they need to go into their own email, right? And they're gonna have a male from Google ads, and it's going to see a manager Countess requesting access to your Google ads account. So just open that one up and then click on accept requests right down here is going to say who it is from and everything, and they're gonna end up in their manager, and then the action is accept or decline the link centre that when it was received and then the manager. And this is why you want to ride in your agency. If you have an agency, for example, just something that were recognizable, right? And then just click on accept. And as you can see, we're getting a warning. Because if you Grant Harman just for manager access to this account, they can change a manage your entire account, including all ads and keywords. Well, it has accept terms and conditions on your behold, yes, but they won't be able to change your Google accounts, email and password, and neither will be able to access their credit card or credit card information, right, So that is very important to know. So I'm gonna go ahead and click on Grant access. There we go. So now if we look here down at the manager, there is something here that says administrative power. Now, if we were to activate this, remember, this is from the client's point of view. We are in the client's account right now. If we were to activate this, that would mean that they would have administrative power. In other words, they can access and change the credit card information, so that's gonna be some next level stuff. If you want to grant that, sometimes you do, sometimes you don't. That's going to be up to the client and us and agency what you need, and then they also have the ability to remove the access. Now, from our point of view, all we need to do here is update this page. We can see who the link authorizes with the link Centuries or two applied add suggestions. We can see all of the information, and also we can click on this account right away. And now from here we can start managing this account rights. And once again, if there are other accounts that you're managing, using the Google Ads account Manager is basically a must have because it helps you as an agency or as a person who are helping out other people to manage their accounts. So very important to have all of the accounts gathered in one single place and now off course. If you want to go back, all you need to do is move up here because A says Robin and just Burns manager and then click here. Or is this Robin and desperate manager? You can also see which accounted is that you're currently on. Right? Then we can go down here to account so we can also get an overview over that counts are very, very handy. And then we can go to performance, which the different performances of the different accounts. We can go to management, etcetera, etcetera, and continue adding in or removing as necessary. Now, remember, one final reiteration. If you're gonna link click a link is gonna send them on email. They need to accept you don't get access to the credit card information, or you can create a new account for them. But you're going to need their credit card information to adding or if they compensate you beforehand. But that means that do you need to add in the credit card information? All right, So this is how you create a Google ads manager account? Very important. If you are managing multiple accounts. Great job. See, in the next lecture 77. Split Testing: welcome back. So in this lecture, we're going to learn how to do split testing. But first things first. What a split testing. Well, we've spoken about this before, but basically it is duplicating a campaign where an ad group were on ad and changing one thing right and that one thing could, for example, be location. The one thing could be a key word list, or it could be on ad for the ad level. It might be, for example, a different headline, a different video if it's a video ad, etcetera, etcetera. But the important aspect off split testing is to see which feature is the best. So, for example, if I want to understand which gender that is the best to target for this product or using this video, I might do three split test one where target men and women, one where target only men have one where target Onley women and then we get to see by the data which one we should be focusing on. That is the most profitable, right? So this is a fantastic way to gathers on really solid data and understand how to further optimize. So let's go ahead and do so split tested a campaign at group and add level. Let's go. All right, so here we are. And first things first. So let's say that I want to split test one off my video campaign. So right now, if we look at the digital Marketing Agency video campaign that we have created, well, we have targeted this one in the US, but I want to split test it to see how it's doing in Canada. Right? So in order to do that, what I'm going to do is click on video campaigns appear and then I'm gonna to the right click on campaigns. This is going to give me an overview over all of my video campaigns, and right now I only have one. So I'm going to select this one here, click on edit and then click on copy. Now, next up, I'm going to click on it it again and then click on a paste, and that is gonna paste this campaign in here. Now we have some options pause in your campaign after pasting, I'm gonna choose things because this is for a demonstration. I don't want it to run, and maybe you want to set some things up first anyway, right? And then we can adjust start and end dates. We're not gonna do that. So I'm gonna pace this one. All right, so there we are. We're all done, right? So we can see here is the new one because it has these hash tag on it. I'm gonna change this name. So I'm gonna change this from us to see a you see now where the naming becomes really important in order to have proper organization and get some solid data, and then I'm gonna go save here now and next up. If we look to the left, we can see that I have two different campaigns in here, and I'm going to select the one the Canada campaign because we haven't changed it to Canada yet. I'm gonna click on that one, and I'm going to go all the way down to locations. Now, you'll notice that in here we have the same ad group and we're gonna have the same at everything is coping from this campaign. All of the settings are identical, so I'm gonna go down and click on locations and we could see were targeting the United States. But I am going to edit that. So I'm gonna click on locations here. I'm going to remove United States, and I'm going to add cannot click on target. There we go and then save. And now, if I check back and go to video campaigns once again and then I go to campaigns here Now, if I activate this one and I enable it, we're gonna have some solid data on which one is actually working at the best, right? But in order to do a proper split test, you're probably gonna want to have the same start and end date or just simply start them at the same time to get some solid data on what actually works best. It's still going to work even though this has been running for a while because what we're looking at, in the end, are the profits right? But the data is usually more solid if we start or split test going at the same time. But it is not super important. Split testing happens all the time by simply trying out on audience right where our gender , or maybe want to target specific topic or different keyword list, etcetera. Indian. It's always always about increased profits. All right, So if I don't want this anymore, all I'm gonna do is select it here, go to edit, and then click on a remove and then remove again, and then it's gonna be gone. Perfect. So let's say that I want to split test on ad group. Okay, So what I'm going to do is select this campaign. We still only have one campaign right now, and then I'm gonna click on add groups already selected in here. So let's say that I want to, for example, split test and see what it's like if we only target met right now, we're targeting both Whitman men and women, and I want to split test and see what happens if we target only men. Now, if this was a real split testing, I would target one Adam for only women, one for only men, and then keep the one with men and women used to see which one that is working the best. That's the most profitable, and then focus on that one. Okay, so from here, I'm gonna do the same procedure. I'm going to select this one click on edits and I'm going to cop it, click on edit again and I'm going to paste it. And then from here, we're just going to select the campaign we want and is going to be in the ad group to get it with this one. And where will it come down now? Something that's very important to remember here is that now when we are, I'm gonna posting the added new Brazilian paste. Something that's very important to remember here is that now, when we are adding in additional add groups, we are keeping the same campaign budget, right? So these ad groups still work under the same budget off the campaign that we put for $10. But if you add in another campaign, then that is going to be a $10 campaign and another $10 campaigns, and then suddenly you have a daily bodied off $20. Now, this is not true, but we are split testing and duplicating ad groups because those address are within the campaign within the same campaign budget. Just something to keep in mind when you are duplicating your campaigns that that is also going to duplicate your daily budget. So the option you have, then if that is the case of and you want to lower the budget to not have an increased cost is that at the budget level that say that your video campaign So we go back to campaigns up here that all you need to do is go ahead and move over to budget and then lower to the desired bodies. I would change the budget off both off them to $5. Right. But where we are right now in our ad group, we don't need to do this because both of these ad groups work within the same campaign. Okay, just a a very important side note. So we just duplicated this one. So what I'm gonna do is that I'm going to rename this and I'm going to write men like this and then click on safe, and now we're gonna have, As you can see, we have another ad group here, so I'm going to select this one, and it's a little grayed out because it's not activated. I'm going to select this one, and I'm going to go to demographics. And in here we can see that we have all the different age spans activated. We can also change from the gender parent star status, household income. And we have some extra as well one to exclude or do combinations. Now, we're gonna move on to gender here, and what I'm going to do is that I'm going to exclude or turn off the one for female and the one for unknown. There we go. So the data that this is going to give me Indiana is is it better to target men on women? Or is it better to just target men? Now, if I also want to ask her? Or maybe it's better to target only women. I would need to create an additional add group for only women. All right. And once again, if I want to activate it, then all I would do is go up here where it says post and I would change it to enable. Okay, we can also go back at the campaign level and go to as groups and activated from here, right? Just a name. Enable it from here. I'm not going to do this. I'm going to instead select it, edit and then remove very easy to do a lot of different split tests at once. And finally, let's do we split test at the ad level. Now let's say that we're going to go into this ad group is the only one we have here anyway . And then we just click on ads and extensions and this is our only add right now. Okay, So if I want to split the testes against another ad, it doesn't really work to select it on carpet. You can copy it, but you can't paste it, right? So what we're gonna have to do is simply click on this plus one and then create a new ad and this ad is going to put to be put together in the same ad group, which means that they are going to rotate on the same budget in the same ad group. And we can see which one is working the best right now, if you want this one to work independently, if you will create a different angle. But now we're just doing two ads in within the same advice to see which one is working best . So from here, what you could do is that you could use another video or you could use the same video and just change the headline or just change the description. Or you could change the companion banner. You could change the thumbnail, whatever it might be as a split test. The most common split test is to try and add different videos and for take stats is to add in different text ads just to see which one is performing the best. And I would remove the other ones that aren't performing that well and see OK, what is it about this one that works? And do a couple of more ads with that feature and see which one of the new ones that is working the best out of those And this is how you keep optimizing and continue improving, right? Somebody's gonna exit here. So that is how you do split testing on a campaign level at group level and on ad level. Now, just to reiterate, it's so important to remember that when you are at the Let's go to video campaign and the campaign level, whenever you're selecting a campaign hurt here and it copy and then you're adding it in by pasting. And so we have two campaigns I'm gonna pass this one and paste it if you want to keep your daily budget, What you need to do is that you need to click care and edit and lower this to $5 then lower this 1 to $5. Then you're going to have the same budget as before, because if you don't do that, then your budget is going to be double right because the daily budget is set on the campaign level. But then when you go down to the ad group level is going to be the same campaign in the same daily budget, and the same is true for acts. You don't need to worry about that. So finally, I just want to say that keep on split testing. It is so important because it keeps showing you what is working and then just doom or off what works. It is the recipe to continue improving on conversions and profit, and that, in the end, is what matters. It is the profit, so keep on split testing, and I'll see you in the next lecture