Google Ads, Real Client Setup From A Google Certified Instructor, Google AdWords

1. Google Ads - Welcome Intro: Hi, I'm asked my Google and surviving structure and digital marketing professional with over 15 years of experience. In this beginner's course, or I'm gonna show you in real time how I set up one of my clients at accounts and the steps I personally take to get double digit results. Then I'm going to show you what that same account looks like moms later and the fine tunes that you can make alongside the way to mirror the results that I get. You're also going to enjoy learning the correct way of finding and grouping the best possible keywords to setting up high quality ads and campaigns that are really do pack a punch. Finally, I'm going to show you how to correctly measure those results to ensure your clients are already impressed with the value you bring. I've also been fortunate enough to work with clients that spend over 200 thousand per month to clients or only spend a few 100 a month. No matter what your budget is unconfident, this course will be invaluable for you. So on already excited about this particular course, guys are called, wait to get started. And without any further ado, let's have some fun and let's dive in. 2. 1. Setting Up Your Google Account The Right Way: Welcome aboard everybody. It's great to have you here. In this first lesson, we're going to cover off creating your advertising goal. I'm gonna show you how to set up your new campaign in Google ads to best suit the business that you're working on. Big yourself or your clients. Depending on who you're working on, what the objective goal is. The first thing you need to do is before you do this and you just need to create a Google account. And that's very easy and quick to do so just search Google account, just sign up for array of free Gmail account being gotten already. Or you can use in your own personal email as well. Once you've done that, go into Google ads and you'll come to this green here. I'm just going to show you what client I'm working on at the moment. And I'm going to show you a real life scenario of how I set up an account from scratch. What you can do to follow me along. The client that I'm currently working on is a company called Next wheels and tires. Now they're a essentially a tire and alloy wheel shop based in Gloucester. So there are local business and their objective is to drive as many people as possible into their shop as you can see on the screen there. So that's the main things. So their website, although it's e-commerce, we're not gonna go into e-commerce in this course because I was quite advanced course and I will be covering that later on. So please do follow me if you want to learn more about e-commerce side of things. But in this particular course, we're gonna talk more about the search side of Google Labs, which is the most popular solid of it in terms of locality. So there's around, in terms of figures, is around 80% of companies out there that all local businesses versus 20% that are national, Stroke International. It's very, very highly likely that you aren't gonna be working on a local company, or you might be a local business yourself. In this course, this is what I'm going to cover off. So this is the company that we're gonna be working on. As you can see, there are toys specialist, and they also do alloy wheels. And as mentioned, their objective is to drive people through their doors. So let's flip back to Google ads and I'm going to show you what to do from the beginning. As you can see here, Google is asking what's your main advertising goal? Advertising goal for this particular client is to get more visits to their physical location. So I'm gonna select that one and hit next. Wait for that to load. It also comes up then tell us where people go after they click your ad. You can select, you can select a business profile or you can choose a website either all I'm going to go for your for the website on this one. Once you click on that, Google is then going to start to look at the website, go through it all, and get an idea of kind of how it looks and feels on both mobile and also on desktop. So it's just going to quickly scan through it and get some pickups and keywords that it believes are going to be relevant and suitable for your campaign. Once you've denied, just click next. Okay, so it's asking us now to actually create our first add on here. It's going to pull out the headlines. Want to N3 description one to. You can also opt to share a phone number and your address. And the new Google system for this year is quite small. And it also, as I mentioned, it pulls through a lot of the data from the website. So it's really important that if you have got a website already, you can that in into this previous green and it will pull it across. Of course, if you haven't got a website, then you have to select the second option on the previous screen that we were just on at the moment, that most people these days we'll have a website. This is likely a route that you will take in headline one. For this particular client, we're going to organize it in a specific way. And I'm just going to show you a breakdown of how I debate in terms of creating, structuring my accounts. I'm just going to pull up a notepad file here, goes to show you really quickly the best way to structure and organize your Google Ads. And that's very important to do from the beginning. As I mentioned, that this particular client is a tire and alloy wheel shop based in Gloucester. So what I'm gonna do is I'm going to break the account up into various categories. So step one is to break up your account in categories. Step two is to create subcategories. Step three. Is to create the actual keywords and add groups themselves were put down keywords in here. Essentially do what is broken down into what you call campaigns. So let's just put that in brackets. So campaigns, groups, and then keywords. That's essentially the three main fundamental things that Google is broken down into his campaigns and groups and keywords. And these can be classified as categories, sub categories and keywords. I was probably an easier way for you to look at it and understand. So at the moment, what Google has done it in the new system is actually flipped strength through into the actual ant system. The ants actually sit underneath your ANC groups. It's kind of skipped ahead a little bit because it's gone through this tutorial phase, which is absolutely fine. And I do recommend you follow this because it does make it a lot, lot quicker and easier for you to set up your account. So the first, the first campaign that we're going to create for this customer. So as I said, the main thing and that they do is new and part wound tires. What you want to do is say, here's a three main services here. You've got new and bottom tires, you've got annually wheels and you've got we'll trucking or wheel alignment now set three core services that they specialize in. We're going to create three campaigns inside Google. Moms, can it be weaned alignment one will be new in Portland tires and the other one will be our wheels. So you've actually got a choice of doing this. You can already do it through three new campaigns. Or you can create one campaign and then have three ad groups. In groups, which is here in step two. We can have those as the following. So we could do alloy wheels, we can do new tires, hoops. Third one of course, is the wheel alignment group. So you can, you can do it either all now. Without getting too complicated. You allocate your budget in your campaign level. But you can also allocate budget in ad group level as well. If for example, let's say they had completely different services. So let's say they were doing car servicing, for example, as well. Then you would probably create two different campaigns. One for the other, wheels and tires and wheel alignment. Why? Because they are interlinked with each other. Whereas servicing or they've got they're coming soon is slightly different. And you might want to allocate a different campaign to that because it'll be a lot easier to measure the success on that campaign. Because Google tells you how much you've spent on a campaign. It tells you how many visitors or how many goals you got from that campaign. So that it makes your life much, much easier to measure the success of the campaign. That's a good way to allocate your resources. For example, you might say, well, the servicing campaign, we want to allocate unless I say a 100 pound or $100, for example, per month on our services campaign because we want to push that side of the business. And you might say, well in terms of the other wheels part warned ties. And when alignment we'd like to allocate 500 pound per month or $500. Then whatever happens, whichever adds, the customers click on in that particular campaign, that budget will just go down and down. Essentially, it's pay-as-you-go. So you allocate a daily budget inside Google. It'll just keep every time the user clicks on those ads for whichever campaign setup or whichever add new setup, it'll just keep taken out budget away from that pot. As I mentioned, you might have two campaigns or two parts. One for servicing to keep it separate, one for these three to keep it separate. Then you can allocate to different budgets for two different campaigns. That's a very good way to organize it. In this example, I will, I will create one came in at campaign. In fact, I will split those. That's one campaign between three groups or three subcategories. And it'll create those three ad groups called alloy wheels and new in Portland toys and wheel alignment. Then we will create our keywords inside those three groups. So that's the core structure of this campaign. Guys. Do or do recommend that you spend five or ten minutes going over your client's website, look at the services they offer. And I see you know, who they are, what they do, what they specialize in, speak to them, find out what's most profitable for them as a business. Competitive research as well. Google their competitors, find out what they're doing. So you can really provide, if you are doing this for a client, you can provide them a great end-to-end service. And you can really shown him the UK are very broad knowledge in this area. Just flip them back to the answer we are going to create up first Arduinos. I mentioned Google has added this new system where it has pushed forward, whereas before it used to force you to create your campaigns categories in this order is kind of skipped ahead to this bit here at the moment in step three, but that's absolutely fine. We'll go ahead and do that. So the first one I'll do is I'll create one for let's do it for this order is what if an alloy wheels. So let's have a look here. So how long have wheels in Gloucester? Don't forget, there are local business pushing for gloss decided things. Okay. Let's keep it simple and push for that side of it. Then let's just use a buzzword here. So I'm gonna type in beautiful upon it, right? Beautiful. Alloy wheels. Ready? People, wheels. On the headline, TGV only got 30 characters. For your headlines. You've got morning descriptions. Google will select which ones a chooses not to believe after speaking to decline, they do have it on offer. What we'll do is we'll cut that one will put night to the bottom. I'm going to put on there now on offer, do a 30, 30% off, which is what the clients it mentioned to me. You can't use exclamation marks in here or any characters like at all, plus or minuses Google, It's very funny with those. And it will error at the end. So try to avoid using exclamation marks and that it's very, very fuzzy on it. It's pumped punctuation. You can use one exclamation mark in your description. Want each. I do recommend manually use those because they do help people to take action. So I'm just going to quickly go ahead and pop in some details in here. With me. I'm also goes, Google's also suggested things. It's taken them snippets of this from the website already from the previous step. And you can see here that is kind of new in Portland toes Gloucester alloy wheels, Gloucestershire. What can go ahead and lock and delete this? Because already got that on there. Got another city name and now which is very close again, that's probably somewhere on the website search tautness. Not on the homepage anywhere, but it has picked that up. So it must be mentioned somewhere in the the website for Google to have picked up that particular keyword and see if we can see, can't seem to find it on the moment, but it will be in there, somewhere. There we go. So SPSS cannot picked up this keyword here. Champion knows that that is one of the areas and chunk them is right next to Gloucester, and that's absolutely fine. So that's quite clever of Google to pick that up and we'll stick to that. Cluster share uncharged big discount now on big discounts, now on discounts are very important to do. And also mentioning percentages, they work very, very well on Google. This is a snippet of the ad on the right-hand side here. I'm just going to quickly go ahead and finish this off. I've completed the sections now everyone. And a top tip for you here is when you are adding your titles, headlines, and descriptions, your aim is to try and use as many characters as possible. And the reason why you want to do this is because this will give you more retail space on the Google search page when you search for something. Okay? So you definitely want to do that and you definitely use up as many characters as possible. Moving on then, we also want to show a call button because we definitely want people to call the business, okay, So we can see that we will add it down now automatically and it's picked the phone number from the website itself. We also, as mentioned before from my gold, we want to drive people into the business. Google's picked up the address from the website, which is just in the top section here and the header. And it's automatically pulled it in there, which has perfect. So once it's done that, you can then hit the Next button. Okay, it's now moved on into the steps section of three, which is a keyword section on here. This is called theming, your, your campaign or your ad group. And we're creating keywords in terms of what keywords we want. And what Google has done is it's picked out the keywords it believes are relevant to the business. There's a couple of very important things that we need to do here. The first thing to do is, is obviously because we've gone for the alloy wheel and group. We don't want to pick anything to do with tires and nest because it is only for alloy wheels that we want to target. Now that we're left with just alley wheels for this particular ad group, we're going to click on Next. Another tip for you here we want is to always go for very, very specific keywords. And ideally, you want to go for approximately ten to 15 keywords roughly per group. So let's just bring it back out. And Notepad file here. So inside your ad groups, we've got our three different ad groups, which is the first one we worked on at the moment, which is Alan wheels. So I'm going to aim to have approximately ten keywords and ten in there and tending there. Obviously this can vary. You could even have like 20 keywords, but you don't want to have too many keywords. We don't want to go too broad on your keywords. You want to keep those keywords where he relevant to that particular ad group. Always include those specific key words for that ad group. And the reasonable you do this is because you want to ensure you're picking the most relevant keywords for that particular group and advert itself, which is here. On the next step now and the next step is the actual radius. So Google's asking us whether we want to do radius targeting. I'm not a huge fan of this if I'm honest. The reason being is because Google often will get this wrong. And I've tried this with a few different kinds in the past, and I've tried it both using specific keywords and unfortunately at the moment, and Google's GPS tracking system is not quite as good as a could be. And there has got room for improvement in there. And what tends to happen is, so essentially what it's doing is here is Google. They're saying, Well, anybody that's in a 15 mile radius of this particular location or the customer's address, it's going to show the unfurls and this radius around there. So anybody that's searching for alloy wheels are advert, will come up to anybody in this radius on paper. And that sounds great and perfect. However, in reality and from experience and what tends to happen is google started throw ads to people, let's say in Oxford or Leicester or Sheffield, and sometimes even as far down as London. And suddenly these people are just too far away. And it's very, very rare that they'll travel all the way from London to Gloucester to get alloy wheels. I'm not 100% sure why Google does this, whether it's because these people have been in that area before and it's looking at, and it's tracking their phone through the cookies and everything and leaves on there. And he believes that they're still in the area or they believe they're still relevant. My suggestion is is to try to, if you can, is to avoid using the radius top thing. Go for more specific kind of areas. In their honesty. Again, we're going to edit this even more after. So for the moment I'm gonna go ahead and just, just to tone them in there as well. Always remember to pick the right area because it will throw up countries outside of where you want to target cells, leave this customer is not in the United States, I just in the UK. So just be mindful and careful of that as easily selected because you've got challenged him in fenestrae in us. So just be mindful of that one. I'm just gonna go ahead and hit Next. Now, asking us to set a daily budget for the ants. And this is for that campaign at the minute. This particular client is opted to have a budget of around 25 pound per day. Which works out to be, Let's have a look. So if we do that on average, on a 30-day trials, it works out to be roughly about 750 pounds per month. You can set this pretty much as low. As high as you like. Google. Welcome playing and saying over the low budget, your competitive edge because, why? Because he wants, he wants you to spend more money with them. Don't worry about this too much. Even if you want to spend two pounds are a couple of dollars a day, that's absolutely fine. Just spend whatever you feel is in your means to get the customers that you want. So we select that one for the moment and then hit next. Here we go. Now, it's gone back to the campaign level now. Okay, so let's just flip back to our Notepad. So this is the local mentioned him which is normally the step bond, which is categories or campaigns. This category is going to be called ALU, actually wouldn't care of one campaign, so we'll just call this next. Wheels and tires. Visits your location. That's all fine. Next, it seems to have given us a credit. I have actually got another one from the client. I'm going to pop that in there. If you sort of looking for introductory offers here, guys, to get some credit, just drop me a line and I can arrange that for you. Google often sends us kind of code, so I'm just going to quickly pop the code in there. So give me just a moment. Once you've filled in that sensitive information, such as billing details at the bottom on the previous screen, everybody. You'll then hit next and come on to this screen, which is actually very, very important. This allows you to create conversion tracking. With your Google Ads account. You do want to set up a Google Analytics account, which again is completely free. You can do that and set it up and do it that way. What we're gonna do is within conclude this lesson in here. Then the next lesson we're going to set up Google Analytics and set up the conversion tracking so you can start to properly see your return on investment from Google ads and you'll spend to ensure that you gain the most from your advertising budget. 3. 2. Google Analytics and Creating Your First: Okay, Welcome to lesson to everybody. In this lesson, we're going to cover off the conversion tracking side where we left off previously. So I'm going to just jump straight in and get started. We're just going to skip through these steps here. So essentially, if you do want to, if you do fancy reading that, you can't. But it's generally talks about all the T's and C's. Generally I'll leave that off. But if you want to leave it on, you can green continue. What we're gonna do is we're going to set it up for WooCommerce because this particular website, as I mentioned previously, it is an e-commerce website which is wearing WooCommerce on WordPress, which allows people to purchase. We are going to set that up for WooCommerce and hit Next. I said yours may not be WooCommerce, it may just be a standard WordPress website. You can opt to do it manually or you can do it through the automated setup. What Google does is it just gives you step-by-step ways of actually adding this all in. And it's made it a lot, lot easier to actually do that, so okay, so you can follow this through. I mean, for the moment without going too deep into this side of things, I'm just going to go ahead and skip for the moment. We can also add the pages that we want to track and add a final goal destination. Again, because the focus on this particular one is to drive people through the doors as opposed to purchasing through the website. Just forcing us to do that. We just taught coming down to tip. Thank you Again. We're going to change this after and hit Next. I'm just going to type in that generic Thank You page. Save. Activate them and hit Pause goal on that because that's not actually a real page. But what you do want to do is if you have got a lock of a form on your website like a Contact Us form. If I just redirect to a thank-you page and that's where you would put that in because that's your goal which allows Google to recognize when somebody is filled out a form or done a purchase. So they said for the minimum, just going to pause this and come back to this shortly. Once you've done that, you'll come to this screen and what you want to do is you'll notice that the account is active already because Google answer, once you've answered your billing details will start to run. You can come in here and hit Pause campaign, which I do recommend. Just hit pause campaign on there. Don't worry about the feedback for the moment. You can see on there already that we're getting some impressions already. But what I want you to do is everyone is to come over to the settings tab here near the top right. Click on that and switch to expert mode here. Okay, So that's the, that's the mode that you want to be on. The reason for this is it gives you a lot more flexibility and allows you to do much more inside Google ads. Now this doesn't mean that you need to be an expert to do these changes. It just means that you've got more flexibility and more control over your ads. So that concludes this part of the lesson. And in lesson three, we're going to dive in and start creating more ands and start creating more ad groups and keywords. And I'm gonna show you how to continue structuring those and continue creating those really good hype forming ads. 4. 3. Setting Up A Google Smart Campaign : Can you say what you need to do in this lesson? Everyone is, come on to the overview screen of your account and it should look something like you've gotten the screen here with your own campaign, of course. Now this little magic wand here on the left-hand side, just means that this particular campaign was created using the wizard tool. We'll just smart ad campaign. What you want to do is you want to expand this further, and we're going to optimize this now and tweak it runs a lot more efficiently. So currently, this has been set up in the method that Google wants you to set it up. So it's a guided way of setting, which is great for people that are non-technical. However, the downside of this is that Google often tweak it or guide you in such a way that they can maximize their return from you as users. What I'm gonna show you is I'm going to show you way now how to modify as you get the most out of the campaign, they, you want to spend, normal Google want you to spend. If you move over here on the left-hand side and click on campaigns on the far left. You'll then see a screen that looks a little bit like this. Because it's a brand new account. There's no activity here and there on here you'll see your clicks on hair is currently set to clicks which you can change up across here. You can also do versus mode. So click lists, impressions, Stefan, and a lot, lot more. So that's where you can see all your timeline data currently set to all time which Google just picks it in the corner. Random dates you can select today. Yesterday. Impairs a lot, lot more. You can call already got a lot of freedom in here to kind of benchmark it. Like to leave it on all time because that gives you a clear view of how it's been performing since day one. As you continue in progress through the account, you might want to leave that to this month, then run a comparison and then do two last month, which is really, really good. And then that will show you two coronagraphs overlaying of the top of each other. I'm going to show you how are you doing this month versus last month and so on and so forth. Let's just leave onto all time for the moment and without any comparisons. So this is the first campaign we set up. And what I'm gonna do is I'm going to go inside this chip, sorry, just before we do that, we're going to change a lot of these settings. So a lot of their settings on this campaign, as I mentioned, we're the ones that Google just do right out of the box. A lot of them will actually waste a lot of your money as well. So let's dive in, Let's tweak and change this account. And let's make it a lot, lot more efficient. What you want to do is you want to come on to the settings here and then select it. Hover over edit. And then you've got all these additional options outcome here. Ignore some of these budgets. You can quickly change through this quick method here anyway, so it's nice and easy. You can ignore this one, end dates and times if you want to have a specific end date in mind. So let's say you're running a short promotion campaign for, let's say, one week or 34 days. Then you can select an end date and select a date in there and do it that way. But often with Google answered is one of those things that you will often run for a long time and let it continue running. So moving on. So you'd want to add rotation. You always want to leave that to prefer best performing and studies the default one. That is only you want to set up a model essentially means is if you've got multiple ads in this campaign, google will show the mode the highest performing morning in terms of whatever your bid strategy is, whether it's maximizing clicks, maximizing conversions, or whatever that is. We're going to look more into that very shortly, but also tend to leave that as best performing wall in Google will pick the best performing on out of there and change location. So we are going to go in and hit that one there. You can call it height change this. You can go on to look at an advanced search and it'll do the radius top thing. As I mentioned earlier. You can add a new locations replaced, located from another, from a different campaign. And much, much more. I mean, for the, for the second, we've got those three locations in there already, which was cluster channel. And another one, I believe So we're gonna, I'm happy with that at the moment. We'll leave that one, the languages. So yes, we are all going to change like this currently spread to all languages. And we only want to target people that are English speaking. So click on there. Make sure English is selected only hit Apply, and then change here. Not quite sure. Voice arid on that. A little bit odd. But I think it's, I think sometimes this does happen and I believe it's because Google's already detected that. Because the website is in an English language, it already knows that he's going to target mostly English-speaking people anyway. So again, overly worry too much about that. Let's just go back in there and see if there's anything else we can tweak in their bidding strategy. Again, don't worry too much about that one for the second and this one, the reason being is on canoe replicate this campaign. I'm going to show you how to do it manually, which is a much, much better way of doing it. So this is the guided my third, if you're not too comfortable with them, you prefer this way. You can use the guided one generally and personally or the fair, creating a campaign from scratch using the non Small method. And I'm gonna show you that one right now. And you can run a split test whereby you can run both of them together with, let's say, a very low budget per day. So this is a, on a five pound per day. Run this one and then create another campaign to mirror that and split tests to run. So what we're gonna do is we're going to conclude this part of the lesson here, and in the next lesson, every one I'm gonna show you the exact method that I personally use and not the guided method that Google pretty much force as most people to use. Then I'm going to show you how to run that from scratch and create it. Then we'll see side-by-side the amount of savings you can make. A lot more control that you'll have with their new campaign that I'm going to create more use for all my clients here. So thank you for watching this lesson. I hope that was a little bit helpful and then give you a little bit of insight and guidance. But in the next one, That's where we're going to get into the into the corner of the heavy stuff that I'm going to show you how to take care of that. Sorry, things. 5. 4. Now Setting Up A Manual Campaign: If you come back up to campaigns, I'm going to show you how to create this. We'll now as a non smart campaign on how you normally do that, rather than using the default Google systems. So if you follow me, come up to the campaigns one and then hit new campaign. We're going to go for. Instead of selecting one of these methods, we're getting to go ahead and create our own, say, Create Campaign without guided goals. We then going to go onto a search campaign, which is a default one. We're going to go for phone calls because we won't be able to find our business. As a general objective. We then you're going to pop in the phone number. Let's just grab that from the website, which is just here. I'm just going to copy that. Go back in there and paste on number in, and then hit Continue. Get rid of all this. I'm gonna call this alloy wheels and then in brackets, search because this is a search network campaign that we're creating. I'm only going to want to use this in the search campaign and not the display campaign. And I'm definitely, Definitely guys want to untick Google partners. The reason for this is, and there's a bit of a top tip is Google, google Search partners, things like AOL search or in Gmail, in ads will show up. They tend to have much, much lower quality of performance. And you often will get, for example, kids and stuff playing on parents phones. They'll go on there and they'll click on these ants. And what will tend to happen is your adclicks will go up, but your conversions on the quality of those clips will be very, very poor. You definitely want to turn this off and I've been using Google ads or one over ten years. Search partners does drastically limit your, your performance. In this particular one, we're also going to turn off the display network as well. Um, so remember guys, ignore this because Google wants you to spend more money and wants you to. But if you want to get the maximum amount performance through there, you want to ignore this. You can ignore the additional settings in there. They're not needed. Their locations are very, very important. So this particular client is UK. We just want to set it to UK. Location options say you want to do on, you want to select on here. You want to select this one here, search interest people searching for your targeted locations. That will be things like wheels and wheels in Gloucester or or cheap alloy wheels, child. That kind of thing is people that make those suggestions. This tends to mean yes, this can give you a little bit more clicks and visibility. However, it might be people that come into the area in work or such NACADA serious buyers or I tend to go for these ones in general. That's all following. You want to have that wound? Select it. Again. English is okay. The default language that we want to select. We can add this on as a person who has interested. You can also do automotive and that as well. Alter repairs and equipment. Motor vehicles used is a very good one. These are people that are interested in targeting market audiences who you want to go for that some of these are relevant to your business. So again, I'm just choosing these four based on this particular client motives. And because this company does part warned tires, remember guys, we're going to want to go for people that are in there. And the motor sport industries, perhaps drifting, stuff, stuff like, stuff like that. We'll call performance. Hot form international market autopilots. There we go. Stuff like that, that kind of help to drive more relevant traffic to the customers. On that. I'm going to select BMW as well because decline has a lot of BMW yellow wheels. Definitely go for those. Budget per day against so we're gonna set out to 25 because we're gonna run the split test. We're gonna drop that down to ten pound. Now this is running important. This is the bidding. Now what we want to do is we want to set it to clicks at the very first start because we can't really send it to conversions. Conversion is when somebody fills out a form on the website, we capture that details. They become a lead or the check-out. Will they go to the Thank You page we mentioned earlier, thus conversions. Now you'd say Google will predict the traffic to get conversions, but it doesn't know that what the series buyers are until it gets clicks data. You want to save onto clicks. This one here guys is super, super important. So you definitely want to set a maximum CPC bid limit, so that's your cost per click bid limit. Remember, Google is a cost-per-click at auction system. You bet for keywords in the Google ad system that come up. So for example, if I came in here and typed in alloy wheels, for example, you've got here, you've got wheelbase, alloys, you've got my tires, you've got the tuning store. So all three of these companies there that are showing in the ads bidding for these keywords. And this guy here, it must be bidding very high, but he also must have very good high-quality score, which is very, very important to get to the top of Google Search. And they're things like including alloy wheels at the start of your key out your room, your ad. So I should title. Let's just do alloy wheels. So interestingly, very interestingly, they've not included the keywords alloy wheels and then description. That's not the greatest art because if they did those kind of things like these clauses done alloys, alloys and wheels. If that alloy wheels, it showed bold in here. So they did some huge discounts on alloy wheels and they would get a much higher click-through rate. Click-through rate is impressions, or how many times the ad has been shown divided by the number of clicks they've got. And that's a key metric inside Google. And they haven't got that in there. So they could improve this by adding that in there. Something as small as I can make quite a large left. But they are currently number one in the moment. Some of these other guys speedy wheels look right at the bottom. They have included it. They've also got their star rating on there. But it might be that these clauses might be bidding, let's say for example, 50 p for the click. Whereas these coins might be bidding one pound 50 for the clinic, for example. If they've got similar quality scores, Google kind of boost this one. Generally how the alternate system works in Google. But if you focus on the things that I'm gonna tell you, you got a good chance of getting to the top of it with the cheapest possible cliques. Okay? What you do want to do is you want to send Max CPC. So that says to Google on the maximum that we want to pay for it for a click is, let's just say at the beginning, let's say it's 25 pounds, you often won't be 50, it could be a bit more. But for this particular client or administrator has 50 pens at twenty-five percent, sorry, based on a ten pound budget for this new custom campaign. That's all fine. I'm happy with that. Site links. So, yes, we're going to create site links. Links, all these, just go back in there. These are, these come in here. These are their console that go into internal pages and nailed, great because they give you more retail space, more prominence on a page. Which means more people are likely to click on your art because you've got more retail space on the whole of the page here. You definitely, definitely want to do though. What we can do is we just kind of grew up the full that we actually need from the website so that Google, what Google does is it will crawl through the website and it will pick out what it believes to be the most popular site linking extensions. However, it doesn't always get it right. And so what you can actually do is I can actually create your own. And I do recommend this. Generally these sightings or the page layouts or titles, or they're the categories of your website itself. So as I mentioned earlier, you can use your menu. Menus are very good one to use for this. You could call it pick out eBay shop, new part one, tires, wheel alignment and alloy wheels as you've as our four main site link extensions on there. That's the ones that we're going to pick out on this occasion. So let's flip back to there and hit this blue plus e and click new site link. The new site link is going to be the first one, and that's going to be called eBay shop, for example. Ebay shop. I get the best possible deals on wheels. Best posing. Get the best deals on wheels. I mean, that's not really supposed to rhyme, but it has been quite read, quite nice. Get the best deals on wheels. And we can put an exclamation mark and that just gives you a bit more prominence. You can just put some old major brands stocked. Here. I want to do is you want to get the URL for the yellow wheels. So you want to go back in today, you want to click on an eBay shop, which will open up the eBay shop for the, for this particular website. And we can see it's all loaded appear. So these are all loading from, from that eBay shop. So you just come up here, copy the URL. I jump back in there and just paste in that URL. That's created a site and extension called Viewer eBay shop. And that's the wheels. That's just an extra bit of text and then they'll go straight there. The second one that we're going to do is it's going to be for the new and Portland tires. Tires. There. Something like next ties, stock, rustic toys. You always want to capitalize as well, which is a bit of a top tip. They're just zooming in ANOVA here for you. Always want to capitalize your text because that's known as a very good tip to make it a lot, lot easier for your customers to read the text where it worked versus all lowercase. And also you can't sadly use all uppercase text in here because Google will disapprove the ad. This is the best method to use there. That's using all capitalize text in there. Something like this that are Gloucester gloucester shop today. So let's just go back and grab the link for that one there. I've copied that. I'll just go in here. Katie, third one we're going to do is going to be for the wheel alignment. So we'll grab that as well in a second. 3d wheel alignment service, 3D wheel alignment. And get this in here and let's see if this fits. Not sure, well, not quite. Some people call it will alignments. Some people call it tracking. Normally Google is smart enough to pick up that believe I didn't inherit. Instead, offering the best 3D tracking. There we go. Perfect. Today. Book now could do free. Essentially that the company is offering a free 3D wheel alignment, check the moment as a promotion and then offer. What we're trying to do. Offers and promotions work very well. In general. I'm trying to find a way to get that in there. Some amount of we've got it here. And perhaps we can swap this around. Let's just pop that up there for a second, cut that, paste that and swap them around because I want the free to be prominent in the first line. The first thing that people see, because we can't suddenly fit that all in there. Anything we could do is free 3D trucking, check, get a free alignment. Check. Today, get free alignment check today. So that's kind of covered it all inside them. We've managed to get the free right at the beginning, at the top is the main solid link. And remember guys is your first lightning faces the main one that you want to go for because that's the one that's gonna be tolerated in that or showed you a moment ago. Case, if we've got three in there generally you want to go for for what we've got so far. We've got our eBay shop, we've got a new apartment and ties, but not alignment check. We need to look at the fourth one for these guys. They offer free delivery so he could pop that in there. And let's go back in there and do free delivery on nouns. Fine, It's just complaining about that, but that's following. Free toys. And we'll delivery capital T there. Enjoying next working day. The delivery. We're going to set that to the homepage. So I'm going to copy that. That's the homepage and pop that in there as the homepage. Now the colon extensions now call extinctions are also very good. They're slightly different to site links, extensions. Extensions are actually links on your website are these ones here that essentially pages call-outs, just essentially things that can appear underneath and aunt and they don't need what's called a link on and actually a lot, lot quicker to do as well. You could do something like paul wound tires. See if this fits cluster. So let's just do this. Allows is one more mode. They're going do new wheels. Free trucking, check. Let's see, get free tracking check. There we go. Perfect. And the last one as a simple call-out, which kind of pay underneath the ad as well. We're going to do so. Potent. I knew alley wheels and eBay shop. Quick look here. You can also change on devices as well. Generally don't do this because you can start to spend a long time on that. The reason what Google gives you this additional option or preference is if you've got short, very short call-outs and you prefer to have them just on mobile or not, but generally largest, I just leave that off there. Once you guys go ahead and hit Save, there are four of them, can actually preview those. And that's kind of how they're roughly look in there so you can see them on there. And how this helps you is a world. Make your ad stand out more on the page because you'll make your ad itself a lot, lot bigger overall. Therefore, your ad or getting more prominence and you're holding no key to get more clicks on that. That's definitely something I highly, highly recommend to do is to use your color extensions on there. Use your solid liquid extensions as well. Oops, I forgot to add that one on. Let's copy this and pop that in there for a second. And then just hit save. Okay. That's all been done, not sold on there. We're looking really, really good. Let's move further down. So now, so far, just to recap on this, we're going to be running on the search network, only white. This is because this is usually the highest converting network that's just Google search doesn't include Search partners like AOL, Gmail, and other websites based off like that. Display Network. So these are things like YouTube and an axon there. And as I mentioned in the previous lesson, you got a lot of wastage and knees and they're not very good converters. And it took me quite a long time to learn that. And these are learnings that I've learned over many, many years I've been doing this and trust me, guys. Yes. If you want to get if you've got if you're working with a big, big client that has got big, big budgets, they're happy to corner. Spread and widen their search network. And they want to use a lot of brand awareness as that goal then yes, these are okay. Nine times out of ten, most people don't want to do that. Most people just want quick results. They wanted to sales, they won't customers drawing through their door. These are generally the best way of going there. I mean, I've worked on accounts in the past where they have had these turned on and they've been spending a lot of money on them per month. I've come in North, turn them off and I've seen their ads and they're kind of conversions and sales just go through the roof just by simply turn these off. Because what happens is people will allocate a daily budget. For example, ten pounds a day. Other people might allocate 1000 pounds a day, for example, if a lot of that money is being wasted on these partner sites that don't really convert, then all that money is just simply being thrown away and just not being utilized. By turning these off the unstuck do convert, I've got a higher chance of showing they convert. You get more sales. So essentially you get more ROI, which is return on your investment. So definitely need those off. Follow this through step-by-step. Definitely keep your maximum CPC on you want, you want control over your budget and spend. You don't want to turn that off and allow Google to be because, because Google will just start to spend a lot of, lot of your budget quickly. And if you don't get those all important sales or leads, you'll just get put off by the system and you blow, well, this isn't really working for me. That's a very, very common trap that a lot of people fall into. So definitely do that setting until you set that to on, set it to you. This could be 20 pens, it could be 50 pens, that could be a pound, whatever you're willing to spend inside your business to pay for, for a maximum, for a click. But that is pretty good benchmark. You might need to tweak that later, but you can do that with a couple of clicks later on. There's no No, she's on outside at all. Obviously, this is the stuff that we've just done in this lesson. Code extension. So this shows us the phone number. You can add other extensions in there as well. Price extinctions are pretty good because you can what your prices start from. If you want to do a price extension, you could do something like and more than tires. Then change that to changes to your own currencies at this particular customer is GBP, which is pound sterling, I believe it's 15 pounds or their paul warned ties start from we just leave that on there for the moment. Largest part warned. Largest part worn. What we could do is you'll get this a lot where you're typing stuff in obese BMI, one or two characters over very, very common. Just tweak your description in your text. And you'll be absolutely fine. I'm going to set that to to the homepage on this website. In fact, no, we're not going to set it to this page here. We're going to set it to this page here. Just flip back in there. Let's let that taste over here. There we go through apart wound ties. Now. We're going to keep the one on that just for the minute. In terms of the type, what it is. We're going to give you a product tier on there. We're gonna do from, let's call it, put it in there from this, done that for us and they said the language is English. Product tier. That's our currency and that's the products qualify years from. You can also set it to none on there as well. That's salted case. We're going to save that on there. You of course, yes, I was going to ask us for three, doesn't it? Let's do another one on that. New tires. Will do from I believe it's 149 pound on their new tires from 49 pound. Go into our homepage copy that. In page so that your honors, I'm page the last one on there, we're going to do four tires. Percent discount, which they have gotten the moment. That is when they sort of spend 100 pound, they can get Thebes and off on that. We do that on the frame on there. Okay. Get sent off of your homepage as well and finish that off there. And that should now allow us to save. Save again. We've got our prices in that there are more extensions and they can do a promotion, you can do a lead form to capture leads. You can do a login, local extensions. And we will do this because we do want people to be driving them through the door. This account, in fact, yes, it's already since this is the account for Google. So Google, My Business of your local business that you're working on. Let me just show you quickly now. So Google business, you want to set up a Google My Business page. This is completely free to do or you're highly, highly recommend it. And that's when you search for let us do tires Gloucester where the client is based. That's the stats these here, these these companies here, thus your Google, My Business, local companies, and that gives you an opportunity to show up in that. Unless a Google My Business. And you definitely want to get yourself on there, guys. And it takes my attempt 15 minutes of setup and you can get your view or your customer a lot of free local traffic through those maps on that. That's already been setup for this client that's not going to be covered in this course. I can color it in another course. Do follow me and drop a comment below if you do want me to cover that. But you can't get your clients a lot of tissue that are going for another another client. And that was on there and he's ranking first on there. When you type in doors, Worcester, which is just dollars on their local cities, ranking first. And then that client generates a heck of a lot of free business just from being here and he doesn't pay a penny for these clinics. This is called organic, but this is through Google, My Business on there as well, and he's also here. I think he's on Google lands as well there. He's got a lot of prominence there for these keywords. And that's if you're searching for these colon doors and say definitely, definitely worth doing, definitely worth checking out. I'm just going to go ahead and hit Save and Continue on that. Now, that's going to conclude this part of the lesson. We're now going to create our ad groups. Okay, and then just flip him back to this. Two seconds. We've got on here. This was our structure, so we've got our categories, which in his campaigns, ad groups, I was just gonna be our wheels new apartment and ties. And when alignment, I am going to change the overall campaign to just just the client's name, the next wheels and tires and have it as one campaign with three separate ad groups and then have multiple and under these groups. So we're going to create three at groups, basically three separate ad groups, wheels, new pow1 ties, and we'd alignment. Then we'll then we'll create the individual ads for these ad groups here. And we're going to cover that off in the next lesson. 6. 5. Ad Groups & Keywords Grouping: Okay, So welcome to this lesson, guys. And in this one we're going to install to create our ad groups. Then start to create our keywords inside this particular ad groups. So let's get started and start straightaway and get that all plugged in. So Google gives you a nice little solving new guided system. But to be honest, we're not already going to need dance. I'm just going to switch that off and leave that. The first group no, began to create, as I mentioned, is gonna be alloy wheels. That's one of the core services that this company offers and that's one of the ones we're going to create for it. We're gonna do it annually wheels. And then we're gonna, we're gonna punch in this URL, which is the alloy wheels page. Gloss takes us primarily the key thing that this company is talking on this page, I'm gonna plug that into, into Google, which is gonna be here at Google is then going to corner of foreign sums of keywords and try and get them all across him, fill them like it's just done here. And it's going to essentially fill this in with as many as it can. It can also come in here and type in any products and services. So I can just talking about our wheels for example. Yes, replacing one to tweak these logins just done. And there might be a lot more relevant in there. Could also just come in here and copy, copy all these. And then let's get these saved. Let's just save this. I'm going to pop these here for the second. Flip back to this. Remove that. Okay, and then hit yes, replace this. These are the other keywords that is recommending. You can see on there is quite a variety of keywords. It's picked on things like rims, coil, lot, caught, always call rims aftermarket rims will prioritize and many, many others. What you could do is there's two ways of going about this. One is to plug in all the keywords that we've seen. So just get these back here, copy this, and flip it back. And then just go scroll to the bottom. Paste those in there as well. Also, you'll have some duplication, but Google just get rid of them as it sees fit. Quite important now, as I mentioned, there's two ways of going about this. One way is, let's just say so currently these keywords are all being put in here as broad match keywords. So broad match keywords of very, very broad keywords. You get three style of keywords with Google you get broad match, phrase munch, and exact match. Now. And then you've also got another one which is called broad match modifier. And I'll go into that in a moment. One of my favorites is phrase munch and exact March. I'm not a fan of broad March. And you need to be very, very careful with broad match because you can waste a lot of money with these broad match keywords and very, very quickly, broad matches exactly that. It's very, very broad. So let's just say I typed in something like that's a broad match keyword because There's no, there's no brackets by it, which is obviously an exact match. Thus they tell Google this is an exact match keyword or IEEE or want to target exactly just this keyword in Google. If somebody Thompson in frames March would be this. I'll always mentioned that would be brought much. Let's hit three. Matching keyword triggers on there that trigger your ads. As I said, are more fun of these to these tend to work a lot, lot better to give you a lot more control. Brought broad margin is not great. Broad match modifier is something like this. You do something like plus wheels number. This basically means that plus this is abroad much modifier style. What that essentially means is it means that the pluses tell Google that you must include these keywords. In the search term and anything before. It could be cheap. Alloy black wheels, for example, you just take to Google that include anything before this inside here. But it must include these keywords in that order. In that broad much modifier is much, much better than just going from broad match which has no brackets, no apostrophe is nothing. They can be very, very costly and they can burn through your budget very, very quickly. So definitely needs I never never do this big no-no. If you do want to go down that route, then you can set what we call negative keywords. Now a negative keyword is something that you don't want to show for. You allocate a negative keyword by doing this minus and then free alloy wheels. So it's a negative keyword and that tells Google do not show my ad if somebody types in this, or you can set it to something like minus and then free. That means to not show my ads to anybody types and anything related to free in Google do not show my ad that person, because obviously that person has just after something for free. If you're in business or of course, you will make money and you don't want to give away things for free. So you don't want people clicking on your ads that are after free stuff because they are essentially waste your budget. Now the benefit of going for phrase match all exact matches that you don't need to worry about negative keywords. Again, negative keywords, stop your answer showing to people for keywords they type into Google. If you're using frames March and exact match, you can limit the number of negative keywords you'll put in. The reason for this is you've got a lot more control over what Google shows. For example, with frames manage or could type in there something like cheap alloy wheels now decides to Google only show my ads and phrase match only show my aunt. People that type in something that includes these variation of this key, these keywords, THE wheels. Now the third caveat that's in there at the moment is you'd only put this in as a phrase match if you were doing radius targeting. Now currently, let's just say we weren't doing radius targeting. Radius talk thing. Let me just quickly show you is inheres in your locations. Locations. If it lets me guess, because we haven't saved that campaign now thought would allow me to show this campaign. Excuse me. Yes, here we go. See details here. For example, in this particular campaign. So let's say we were running those keywords in this campaign. Currently at the moment, it would be fine to run these keywords. For example, in this campaign, because we've already told, we've told Google only show my aunt relates to people in these areas, so cluster and trout them and a couple of others in there. So the client is actually located in this region here. But they also have mentioned to me that they got a lot of work from Tottenham, as it's called an affluent area and a couple of other nearby areas of code in here. So if this was the case and we were running this campaign, then this would be fine because in theory, anybody that's in the area that searches cheap alloy wheels in theory are and should come up. Now in the previous lesson, I did mention the radius targeting isn't always the best in Google and sometimes Google Hangout very, very confused. And it can start to show your ads from places as far away as London, Leicester, Nottingham. And that kind of thing which is obviously fought for two away from this client. That's kind of like a local business and it's targeting the Gloucester shares stroke child numb area. It's very likely that I probably will end up causing the other campaign. And this is why we've created this new campaign. And in this new campaign, we're not going to do radius targeting within a do phrase munch. And we're gonna do exact match, and we're gonna put in this keyword. Okay, that's the important bit there is putting in the keyword if you are a local business or if you are targeting the local keywords is to be as fatty specific as possible. Now what this means is now adding this keyword in there now changes everything because it tells Google I only wanted to show up if somebody types in these keywords or key phrase in any kind of format or in any kind of order. But it must include these keywords somewhere in their search. Bar and type the customer more inside pain. Cheap alloys, I'm cheap alloy wheels in Gloucester. That means our ad will get triggered and let's also put in cluster and their alloys cluster. Remember guys as a top tip here. When you're creating your ad group, you always want to be very specific to the ad group. And you don't want to sort of straight away too far from those keywords. So for example, because this is the alloy wheels at group, I don't want to be putting things in there like tires, Gloucester. Why? Because we all gonna create another ad group. Remember, which is here. Okay, we are going to create a new empire, wooden toys ad group. And then all our keywords will go in there. And obviously that's our third one in there as well. Okay. So we definitely don't want to do this. I'll be known to our second group. So this ad group is only related to alloy wheels. So top, top tip there. Always keep it very, very relevant and very specific to your ad group. And remember, guys, aim for roughly 1015 keywords. Also, you don't want to be thrown in 5000 keywords in that, because what will happen is if you do do that, Google would deem that your keywords on relevant for that ad group. It will then start to drop your quality score versus it'll put up your cost-per-click. You'll make those higher because there'll be other people in the market. I'll be doing that and groups and campaigns, a lot, lot more specific like we are here. They'll get higher click-through rates, higher quality scores, and cheaper clicks and conversions. And essentially you'll just keep getting pushed down the list on the page and they'll go higher up. So they'll sought to dominate the market and take away all the competition. We're getting, carrying on here. So I'm going to punch in a few keywords, or don't forget, Google's already given us a noise set of keywords here. So I'm gonna come in and I'm gonna take all of these keywords. I'm going to plug them in here so we're gonna get rid of thought broad match modifier. We're going to plug them all in. What we're gonna do next is I'm going to set all these to phrase match. Because remember these currently are broad match and of course we don't want that. Okay, so the first thing I'm gonna do is set these two phrase match. So that's going to reduce. It gives us a lot, a lot more control over what we can do. There's quite enough keywords and then a Google's come up with. And that's not too bad on this occasion, we've got to be little bit careful because they've got rooms and that means that we need to include rims and our adverts, which we're gonna cover off in the next lesson. I'm just going to quickly go in here. I'm just going to give these a bit of a clean in a second as well. Just to be careful of things like that. Otherwise, I'll come up as a broad match. So that's kind of the keywords is come up with, I'm going to give it a bit of a clean now. I know the client doesn't do 131415 inch rims or 16s or do you know they start off with I believe is from am 17th and above. We want to get them. So we wanted to start getting rid of all these deeply doses and they didn't do 17. So we'll get rid of those as well on that. Just gonna put it in another keyword here, wheels Gloucester. Okay, so we want to target anybody that's specifically searching for that. Probably also do along. We'll shop cluster. There is, there is something else that you can do guys, and that is to use the Google Ads Keyword planet all. I'm just going to show you that now. So Keyword Planner tool, Google. This is a keyword planet or is completely free to use. It is a good one from Google and you can use it to solve plan keywords, building keywords, it will give you sort of keywords, data and much, much more. The other fantastic tool is one of the UI views before, and I recommended this in a couple of my other courses that I've made and it's called Uber suggest. Um, and that is a new paper towel keyword suggestion tool is pretty good. What you can do is just come onto Uber suggest coming down and just typing things like Gloucester releases two tires, Gloucester. You see how this is at fitness in earlier because that's what I was talking about in my previous course. They've gone there as well. That talks a lot about Facebook ads, by the way. By the way, guys, if you're oriented digital marketing, I have got a five-star rated Facebook course shows you how to get a very good cheap clicks. So I highly recommend that. You check that out as well. I'm just coming back to here. We can see here for example, just tie as Gloucester is a pretty good key phrase. So we're looking at corner of 1000 plus searches a month in that area for that is only got a 30, an SEO difficulty of 35, according to Uber suggest it will cost us roughly about one pound 85 and click, pretty expensive. That's commonly the average. Don't forget guys, we said it hours to manual as 25 pens, so we'd love to see how good that we can create the answer and basalt get them on their onto that page. But you can see here, you can see there's quite a lot of keywords start coming to pay. You got competitors. So these are some of their competitors in the area. You can also get a rough idea of what kind of surgeon volumes these guys are getting. That's excellent. So there we go. So we've got power warned ties Gloucester here, that's gonna be an X-linked keyword because it's only 54 pens. Well, there's got a small amount of search for it. The SEO difficulty is quite low as well. The paid difficulty is reasonable. So that's a very good keyword to get to go for. And don't forget, in Google you can actually target competitor keywords as well. There's, there's nothing stopping you from doing that apart from your competitors. Reading a few eyebrows, but you are completely legal to do that and you can do that. Just be mindful that you can't use their branded keywords in your own ad. So we couldn't do national ties Gloucester, because you're posing that you are them and that's obviously that's not kosher and that's not really legal either. Particularly if they've copyrighted their company names and stay away from doing things like that. But in terms of bidding on their keywords, you can definitely do that on their Uber suggests there is a paid version to it as well. The free version is pretty good. You can also get a seven day free trial. But that's sort of you can punch in column loads and loads of things in there. Let's see if it finds anything for alloy wheels, Gloucester, Google couldn't find anything. Maybe this will come to 0 as well. But let's see if anything comes up in there at all. It has found a little bit of search and dance very, very low. So here we go. We can see that refurbishing, it's actually more popular. An alloy wheels themselves. There's more people searching for rehab services in Gloucester 70 lobe versus 30 people actually searching for wheels themselves. So that's something interesting because the client did mention to me in the future they will be doing reverb services for other wheels so I can go back with them. So with some of these states and say, Well actually guys, that might be a pretty good idea because there are more people searching for ALU, we'll refer basement than they're actually looking for brand new alloys in Gloucester. And that might be because these people were actually just boring alloy wheels online. They've already got them in their car and they're just looking to get them refurbished. Are you cleaned up when they've been curved, etc. So that's pretty useful data here. It's definitely something to impress your client with. Just get some intelligence for yourself. It's a really, really good tool. And that's called Uber suggest. Let's flip back onto our keywords like, Hey, don't forget guys. And what we need to do now is because we're not gonna be doing radius targeting on this particular ad group. We're going to map out what I'm going to add in Gloucester on every single one of these phrase match keywords. Okay, so that's all been done. So there's probably a few in there that that we have a few too many. But we have condensed this right down by including the key phrase Gloucester, and then goes, we have condensed our wrote down. So that means what we're telling Google is in here only show our ads to people that toy pain, some things on something that includes Gloucester in there. Thus, all our keywords done. So the takeaway from this lesson is keep your ad groups nice and clean, nice and tight. Don't stick in thousands of keywords and keeping them quite condensed. If you all going to be running the campaign like me and not do radius targeting. Locker showed you earlier and just do keywords and show you on cooling the keyword in that. Of course, if your client is national, they've gotten national or an international presence. International is obviously more advanced mountain color that in a later course. However, if your client is national, then obviously you just want to get rid of these keywords here and have them on there. Just be mindful that obviously if you do that, then you've got a lot more competition to play with. Your costs will go up because you're competing the whole of the nation as opposed to people just in a city such as Gloucester for in this example. This ungroup is created now and I'm gonna go ahead and create the other out-groups. But the format that I'm gonna use is gonna be exactly the same. So I'm just going to pause the video here, the lesson here, and I'm just going to continue creating those other ones for this client. But I'm gonna be using the exact same mythology that I did with this one. As we did on this one there. Yep. So I'll see you in the next lesson. 7. 6. Secrets of Creating Powerful Ads!: In this lesson, everyone, We're going to continue where we left off and we're in our create ads, which is step three or four in the Google Ads campaigns setup. Then don't forget, we're doing this one manually in expert mode. Okay? So what I've done is just to give you a very quick overview, is I've actually gone ahead and created another ad group from the previous lesson. You'll see we'll come onto this screen. These are all the ad groups I've just created. So we've got alloy wheels, we've got a new competitors group that I've created. So I decided because this isn't a new brand. We're going to tap in and we're going to cover off and targets and competitors. So toggling competitors is a very good and quick way to solve, essentially, get visibility and exposure for a new brand or a new company by targeting your competitors. A quick way to do this is to simply is to go into Google and type in there, for example, toys, cluster or whatever their service might be. And then just flick through that. Just go through some of the competitors. You've got Chris Mullins there Pro tired national ties, bathroom ties F1 or TA centers, quick fits and as learned, so on and so forth. What you can do is just build up a keyword list inside Google block. Often here, you've got Discount Tires, Gloucester, Christmas inspires, bathtub toys, Gloucester. Gloucester. Just be careful to ensure that if you've taught thing. National Center like quit fit for example, here in the UK, is a national center. They've got roughly two hundred, three hundred dealerships all over the UK. I've gone in North typed in Gloucester because this particular customer is only targeting because customers in Gloucester, their local city. I've talked at quick thing Gloucester's, I'd just be mindful of that. Again, you'll see that in the F1 ties, Gloucester, centralized Gloucester. These are all their competitors and that's a great way to get quick headstart in the market. Okay, So I'm going to create the ads for that one. We've got Toys group, which is new in Portland ties. So we've got 29 keywords and in total, and that's all the keywords that we've gotten in there from India. The following one is the wheel alignment, one keywords in there, which we'll, we'll tracking and wheel alignment based around gloucester in that city. So we've got four in total. What we're gonna do is I'm gonna create one now for you together so you can solve, learn, and understand the best way to do this. I'm just going to create one and then I'll create the rest after once, once I'm done. The first one on there. So I'm going to do with the new tires one for this example. Google's asking us to create a new text stat, and it's asking for the final URL. Final URL is basically the URL at the top there, so it's just essentially the URL. So I'm going to go ahead and I'm gonna actually in two months now because I'm looking at this and this mainly targets part one tos, whereas obviously new tires versus poem on tires, which essentially is use toys. This is quite there. There is a slight difference there. Some people, Fred knew some people for used. So there's not too much mentioned on this particular web page about new tires. Let's just flip back to the homepage as well and see if there's anything on there that cause the both we've got that on there. You got noise picture of the shop front there. You've got some menu items here, a phone number. So this covered in those nice pictures of toys there. This covers quite a bit on there already. This could be a good page to target, which is just the homepage. So let's run with that one for this example. I'm going to go ahead with that one. Now there is something else called UTM tracking. Utm tracking and is essentially is. It's a little bit advanced and we're not gonna go into it in this course. However, if you're interested in the more advanced side of Google AdWords, then I can create that so generally, or use a UTM tracking for most of my clients. And the reason for this is because it gives you an extra layer of visibility on how you're generating your traffic? Or is it coming into Google Analytics for people coming from can glance or a newsletter, an email about Facebook for example, or wherever it might be. Utm tracking is a fantastic way of getting that information. But as I said, we're not going to tap into that one because I was a little bit advanced. So we're going to leave that in this case and continue building our first add on here. The headline tag is the first thing that people see and that's the main headline which is hairs have I just go back into Google and just type in toys Gloucester to show you is a real example. That's your first headline. Now. This is how foods, so they're quite large. There are national company here in the UK and they've got some thinking centers all over the UK. And strangely said next state, toya fitting. I'm not quite sure why they've got next day on now because surely if you wanted to tie sitting on your vehicle, then you'd probably want them to fit in on the same day. We can see here that quit failed got quite a strong add on here again, quite fit or a national company. So there have been attempts and off to toys or 15% of full plus tires, which is free, free policy. But that looks like a very, very strong offer. I'm going to go and check this and see where it lands me too. So it looks like they didn't deal going on here where they're given away some free ear buds and some nice discounts and ties. You can see that they've got their marketing pretty much on point. Follows a customer that'd be very, very enticing me to pop down sunlight, hey, I'm gonna get some discount monetize. I'm gonna get a free ear buds form a phone. Pretty strong author, that's gonna be tough to beat. But let's see what we can do. Always stay positive guys, always look at this as a challenge and say, Well, this is my challenge. This looks like a very, very strong offer. How can we beat this? How can I taught this? I cannot do better than that. And that's always the best mindset to be in. So sometimes you might be restricted to what your client currently has on offer. However, it's your job to do the market research and say, Hey guys, just to let you know quick, they are currently doing this offer, whether they're doing good attempts and off two times 15% of four. And there are also throwing in a free survey buds. Isn't anything we can do to top that or make it better, or do something to incentivize our potential customers to come and see us. So it looks like that this is an offer that Mitchell in a huge, huge toilet brand of probably teamed up a quick visit, quick fear is huge, massive national sensor. Sometimes it's just too difficult to top these corners Deals, top these offers. But you've got to do your best. And I know from speaking to the client, there have got to 30% off on the moment on the fourth tire. Since the customer does get the fourth tie, they do get the massive 30% off on that. So let's just go ahead and put that on there. So 30% of tires, 30% of tires. Or we can tweak that as you see fit. So let's just go back and then let's just see what, what quick they are done. You can look at the market research and get good idea, get a good feel for it and get inspiration. That's what we're doing at the moment, is looking at the answer, getting inspiration, ideas, and then seeing how we can make that better. Okay, So it's not necessarily we're not copying them or anything like that, but we're just getting all ideas and then we're going to look to beat them. And that's an important and key part of them, competitor, competitor awareness and competitive ethic and the competitive edge, competitor research. And it's something that I do on a daily basis to keep an eye on the market. And as an expert in the field is easy. It's down to you to showcase to your clients that you know the market quite well. You know who, who the key players, oh, you know what they're up to. So you can ensure that you can tap them or beaten them with them. You'll kind of offers. Let's just go back into Google ads. So something like offer. And soon we could do something like this. You've got a discount and that discount always, always worked really, really well in particularly the percentages. I've kind of played around this for a very long time. Not seen what resonates with the audiences and percentages and discounts of very, very effected in Google ads. They work extremely well. This is what we call scar city or setting urgency. And it's something called FOMO, fear of missing out. And human traits. This is a very common human trait that people don't want to miss out. So this helps to boost them to take action. So something like hurry offering soon or offer end soon or for ending soon. Something on those lines. That kind of gets entices them to click or entices them to take action. And these are very important keywords. So I definitely recommend using something along these lines. On teeth, tires, cheap part, tires. Some of them, we won't be beaten on price. I can try to use as many characters as you can, the more the better. Because again, that'll give you more retail space on the page and ensure your ad is bigger. So we can see here the how foods is more prominent on the page. However, prominence isn't always everything. You've always got to have a very good incentive and a very good ad that entices people to click. And as I mentioned, if I was a customer this out on this page, it definitely made me click because they've gotten a very, very strong offer is very often lead, and they've also got a free incentive in there. So this is a very strong outline. I'm very confident this for this particular brand would be working really, really well. So what I need to do is get is to ensure that my client gets the best from what they've currently got, and then also feed that back to them as well and see if there's anything they can do to kind of incentivized out or for their clients or sweeten the deal. Perhaps it might even be bringing in some free time shine Apollo, free toys shine. If the customers are buying tires, you can pick that up quite cheap. So that might be something to, to do. The display path is just what you see on the display. We're going to leave this as it is because that's on there. We can always put some ones on there. So you could do something like cheap cheap tires. New. I'm not sure from Newport warm. So you've got you've got a different kind of keywords and then that's kind of how that looks on that. Again, just gives you a bit more problems on the page. If somebody is searching cheap tires Gloucester, For example, in Google, then these will be bolded and it helps to get more click-through rate. This is all our callout extensions that we created earlier. So you probably remember from the earlier lessons we've created these. And these are our site link link extensions. And that's our phone number that we ended on this already guys, the art is starting to look pretty good, but we're not quite done yet. We've got to create a descriptions. So let's just create a description together now as well. I'm going to do something like next. Wheels and tires Gloucester. Very important to include the keyword in there. These don't forget, this is the tires groups and these are older relevant keywords that we've got to ensure that we're using inside this ad group because these are the keywords that we've selected for this particular group. Remember, there's always gonna be out as relevant as possible for that particular group. So let's just carry on next wheels and tires clusters. We've got the brand name in there. We've got what they do. We've got the location, the unfilled, what the client is told me as they've done their market research, that doesn't make competitor research. They've done their pricing strategy and they said that they are the cheapest in Gloucester. So I can put not now in here. Cheapest toys open seven days, which is another key selling point that a David, not many of these do open seven days a week. Seven days a week. We've pretty much online limit on there. And that sounds quite good. We'll leave that on a bat. What other keywords have going on here? So we've got cultivars, cluster cheap cotton has Gloucester's, we've covered a lot of these already. So four-by-four somewhere and all season. Okay, so let's try and get some of these keywords in here as well. Now second description, stock. A thousand used tires. To call four by four toes. We start 15 thousand new and used car, van and four-by-four tires. I do believe they'd also do commercial or deeply vote seen us somewhere. Here we go. So can't commercial and four-by-four tires. And so let's go back in there. So we've got a new and used car, commercial and four but four tires. Test technology. Not sure if this will fit. Just about fitted in them, which is pretty good. We've stopped 15 thousand Miss, get rid of that component, an exclamation mark. And now, which is always very important. That's used up perfectly. 90 carrot character limits. This is all correct and I'm just just looking at my notes here from the client. It is 15 thousand they've mentioned they do do new use and run ties. And they have put on that. They've got the latest technology in the whole of gloss shirt. That's absolutely fine, That's perfect. In terms of an example of a good ad, every one. So this is an example of a very strong AD in terms of a given away, we're showing golf a noise percentage here. We're saying the hurry, the offer end soon, cheap new Portland tires and extras until his cluster two stars in Gloucestershire open seven days a week while we stopped 15 thousand new news car bank commercial ball, but for tires, the latest technology and equipment. Well, so that reads really well. The key takeaway here is to learn is to always remember to try and give away incentives, promotions, discounts. Use that term that FOMO wet technique and skills scale tried to use. Buzzwords and powerful words like cheap. I knew also works really, really well. This is a very good example, as I said, to use. So these are the key things that I've learned over the many, many years guys and things like that. Going back to that, again, that's a very strong AD. This one has not really a good advocate. They've got the 20% of their Firestone tires is probably because Firestone gave them that incentive than the offer for stone brand of tires. But it's all about reading the market, understanding the market. We're learning about your client's product and service, then utilizing it the best you can. And I'm putting it in there or even if it's your own and then utilizing it and making it the best you can. I mean, in terms of creating an ad that is pretty much covers everything and these are the best tips I can give you at this time, at this stage, this course. So what I'm gonna do is I'm just going to go ahead and create some more answers for some of these other ones and that just define it as a general rule of thumb, you should try to aim for around three to five ads per ad group. So at the moment, obviously we've just got this one. And in this one ad group which is the ties and Newport warm ones, I'm going to try and create two more, adds two or three more ads for this ad group. And then I'm gonna go ahead and start creating three or four months for competitors, three or four more ads for the other wheels and so on. Yeah, So I'm gonna complete this lesson here. I hope that was really insightful. That's helped you. Again, please do drop a comment if you, if you want me to help you personally with your aunts. But this concludes this lesson of creating an ad. 8. 7. Creating Conversion Tracking & Measuring: Welcome back everybody to the lesson. So we've just gone ahead and we've just finished creating our ads. Prior to that, we completed all our ad groups and keywords. Having a look at this, this isn't that final review stage of the Google account. So what Google is saying is it's saying that the following issues might negatively impact us. So let's just go ahead and have a look at this to see what it's complaining about there. So Google will sometimes do this on certain campaigns, or if it feels that the trophic levels might not be enough. Don't worry too much about this if you get it. Because Google, Remember, always wants to try and get you to spend as much money as possible with them. And this is part of what they do to ensure that happens. However, as I said, if you follow the methods in this video, you should do pretty good. Let's just click on fix it anyway and let us see what is kind of suggesting. So it's complaining about the wheel alignment ad group. And we can see now it's got, it's got quite a lot of keywords and they just might be, might not be that many people that are searching for weed alignment for example, in Gloucester. Thus thus no issue. Just hit saving, continue on that and hit Save and Continue again. We've said this particular campaign to ten pound a day. As I said, you can send it to more if you wish. You can also have a little flip through your answer keywords all in there says that this is, we've got four groups. We've got an almost, almost a 100 keywords and we've got four ads at the moment, but I will be completely more as we go along. So we're gonna go ahead and hit Publish for this one for the minutes. Starts now been published and it's also enabled. So let's just hit Refresh on this screen. We can see there that the error message is now gone. The account is now all up and running. Let's have a look. Let's have a look then let's see what's going on here. These are the four groups that we've set up in there. Let's just go back into overview. Sometimes you can click this little button on the side here and that shows you all your campaigns. So remember we set up the smart campaign at the start and the search campaign, which was the one that we've just done. The reason why we've done this, we can do a side-by-side and we can compare on there and see how they perform altogether in there. So I'm gonna go into the search campaigns. Go into the campaigns. This is top level. Now, we can actually change the name of this and there's my other wheels anymore is next we'll wheels is search because this is the top level of the umbrella account. And then underneath this, this campaign, this is where I've got the full AD groups. Remember we created those ties, new impart, warm wheel alignment competitors and our wheels. If I click into one of these, for example, we should see one out in there at the moment. Let me just show you where that is now. Extensions answer should be the one out there. They got to start is currently under review from Google. That should start to show you very shortly. We can also create responsive search chance and textiles, which I will be doing later on. But you follow the exact same steps that we did in this lesson. I'm sorry, in the previous lesson. And that'll get you up and running with those. If you do want to see your keywords for this particular campaigns come to search keywords. And then that will show you all the keywords for that particular ad group. You can move this over to see them a bit more clearly. What that'll do is that'll show you your clicks, your impressions. Your CTR is your click-through rate. That's essentially impressions divided by the number of clicks from some of the accounts that I've looked after in the past. Liked to, if I can try and get this into double figures, are 10% plus. Now that's not easy to do at all. And you do have to have a very, very tailored and relevant keywords to your ad groups and to your ads in order to hit those high numbers. And click-through rate, as I said, it just depends if you have a 100 impressions. So let me just show you in real time. If I just searched for tires, Gloucester. This here. So all these ads have now received an impression. They've all had one impression, including the ones that are here. That means they've been displayed on the screen, doesn't impression. So if I now click on this ad here, that means that that's had a click. So if it's one impression and one-click, that would mean that it's at a 100% click-through rates. If I went through on this and hit Refresh again and then clicked on it, that would be 50%. The average click-through rates according to Google, That is good, is around 2%. Okay? As I said, I like to aim for double figures, but that is very, very difficult to achieve. You do need to make sure you keep an eye on your keywords. Keep an eye on what's happening on the account to ensure that if you are getting keywords that aren't converting or aren't turning into sales. Then you need to turn those off through what we call negative keywords. So that's your negative keywords there. To create a negative keyword, you just hit that. Select the out-group that you want. Obviously because we're already in this toy is one. We can just create a NAT and you can start typing in keywords and the exact same fashion as you would do when you're adding keywords on. And you can type in things like free forum. Just generic keywords that you don't want to show up for. As I said, I mean, we won't really have this issue because the reason why is because we've used phrase match. As I said earlier, we didn't go for broad match. You do really need to use negative keywords when you are doing for broad March brought bunch modifiers. But as I said, because we've, we've gone for phrase munch were a lot more controlled and we've got a lot more control over when our ads will show for what keywords. Because we're specifically telling Google we only want to show up for these keywords for these particular search terms as phrase match. In here, if I just quickly do a Command F and type in that broad and then hit Enter. We shouldn't see any and they go So there's none in there. But if I did exactly, this should be a couple of few in there, think or want to yes. If we've got a couple in Gloucester toys and Portland toes Gloucester, so we've got those on exact match. Their eligible to run. Thus all following. And Google is not saying that they're low search volumes as some of these are low search volume, which is very normal and absolutely fine. No issues on that side of things. But in a nutshell, that is it for that side of things, guys. As I said, the conversions here is very, very important. However, it is a little bit technical. You can set up things like phone conversions. So I'm just going to show you that now. So what you want to do is to set up your conversions or look at conversions is come up to the Tools section of pair and then hit on conversions. Remember guys, conversions is very important because you need to know how to measure whether you're getting phone calls or whether you're getting people coming in, into your shop and so on and so forth. So let's just go ahead and create another new conversion here. So I'm going to want to track people that call us from our ads and pull it from, from mobile sites. So Let's click on their course from ours using chord extensions are called only adds calls from a phone number on your website. So we're going to click on to that and hit Continue. We wouldn't call it a phone lead from website. We're not going to give it a value because we don't know what that phone call is worth. At the moment. We're going to count one phone call. Ret, called length. We're gonna, we're gonna say, we're gonna leave that as 60 seconds. So essentially, if somebody calls through and they're on the phone for 60 seconds with us, That means that that's cluster as a conversion. Because if we have that set to, let's say in five seconds, that could be Joan quarter. It could be anything. You want to set that to something as inline with that particular business there. Click through conversion window is 30 days. So that means that they can click on it, add up to 30 days if they call, the number, will cluster as a conversion through Google after that period of time is not classed as a conversion. So essentially they click on it because they might, they might click on the Add, go onto our website, write down the phone number here after they've clicked on it. A Google aren't. And then they might come back to it a few days later. And if that is the case in Google still knows and it will still class it as a conversion attribute model. Ideally, you want to leave this to either linear or position-based. Position-based will give some credit to the first click and the last click in a 4220 distributes that to say that. Because sometimes people will search for different things that might search for, for example, cheap tires, Gloucester, click on our Google ad. They might then go back after knowing what the brand name is and then they search for the next wheels and tires, Gloucester later on. But let's say week later. Then ring. What Google does is it will give the credit or what's, what cliques are converting to the first and last one are based on not all you can normally can go for linear, which will just gives it even all the way across. I tend to go for linear because it's a good way to measure it. So it gives them basically equal priority to all the keywords that contributed to a conversion. In case I just hit Create and continue on there for that one. Now what we need to do is we need to install the tag on the website. So this can be a little bit technical and I'm going to show you this. What we're gonna do is we're going to hit this. This is the type that Google has given us, which is here. I'm going to show you this in this lesson. Are those or it can be a little bit technical, but if you follow me along, It's not too bad. Okay, so we're going to do this and we're going to hit copy. What we need to do then is we need to login into the website, into the into the admin panel. So I'm gonna go in there here at men cakes. I've got access to this particular website. We're going to go ahead and look at this. Now what we need to do is don't forget, this is for WordPress. If you're running the very popular system WordPress, you'll have something similar to this. If you're running a different system than you just need to ensure that you paste the code in the head tags that normally is, which is naming normally he asked said between the head tags. And I'll show you where that is. Going to. Right-click view the page source, commander and then do open bracket, close bracket. In fact, let's just find the close bracket one. There we go. So that's my close bracket there. So essentially we can paste the code anywhere, anywhere here. Lots and lots of space for us to paste it anywhere prior to this in this particular template. So we can paste it pretty much anywhere that you want to paste it somewhere near the top. Or ideally, because that's normally the first thing that Google sees. Let's have a quick look and see if we can do that. Now. I'm just gonna come over to plugins in and click on Add New. And then I'm just going to search if a header code. Okay, So we've got it in there already. So previously installed in the past. The one I'm looking for is H FC, which is this one here, Header Footer Code. So it's a very good free plug-in, five-star rated. And it makes it much, much easier to install code in either the header or the footer. That's it there. So this is going there and hit Add New. So here we go. So very, very simple, easy to, so first thing we're gonna do is we're going to name our snippet name. So the first thing I'm gonna do is we're going to call it the global, the Google global site tag. And so let's just add that on there. So global Google site tag. We're going to move on to sitewide so we can set it to specific pages and so on. But when he said his solid void, pretending to exclude anything, the location we bought it in, the header. Devices on all status is active or inactive when neither on. Okay, and then we just need to simply copy and paste that in there and hit Save. That's saved now in their cells have been saved. And what you can do is you can cross check those. I'll just copy that number there. Ending forum five. Let's go onto the website. Give it a quick refresh. And this is to just call them. We make sure that it's on their hip viewed the source. I hit Command F or Control F on a, on a Windows machine. Paste that number. And then we can see guys, the global site tag, Google Ads type there is, their number is all in there that's now been added onto our website on there. Nice and easy. That's all been done on there. So we're going to enter the phone number which is on there already, which is this one here? 668. Wonderful. 8668, wonderful, perfect. Cake. And then suddenly we didn't need to configure anything. We can just hit Next and hit Done. Unverified at the moment because I've just taken a little bit of time. It takes a few hours to Google. I'm going to make an automation call through that number will make sure your ring again, it will check through to that. That is it guys, that is it. That's how to get your conversions. So now every time at Google and will show up with our phone number in there and somebody clicks on the item and cause us this will come up as a conversion. So I'll just go back onto the, onto the ants. Just go back in here. So for example, if somebody calls us from this art, that conversion that will show up and we all know this has triggered a phone call. If I go to next wheels and tires and then got to all ads. These are all our ads running at the moment. So these are the outgroup. So you can see on there we've got one per ad group at the minute in time. You can see the conversions there. Whichever one triggers a conversion or phone call, any of these, it will show up in this column here. Or you can see what these are. The ads are working the best and then you can go in later on and pausing adds, removing ads. You can then start to look at the best ones and started to duplicate them, tweak them, changed the office, improve them even further. I just grow your account more and more and more. And that's really the secret source guys. The secret recipe to making and getting the best out Google Ads is to constantly tweak it, falling towards working through the most clicks, the highest click-through rates. Cto is a very, very important matrix. Why? Because I will tell you most, resonating with your audience the best. And then obviously your conversions is the most important thing because I will tell you most actually working, you might get lots and lots of clicks. But if you're not sort of tracking gate and measuring it, you're not seeing the success from me, all the volume from a no good running them. As always, the first rule of marketing is to ensure that you can measure and track your performance. And you can validate your spend, ensure you're getting a good return on your investment. That essentially concludes the course and I hope you enjoyed it. I know it was quite fast-paced, but I've tried to pour in as much detailed info in there as possible. This is a real life client, this is a real sample. I can share the results of this later on. It will take a few weeks, up to one or two months to get good data in there. There's accounts getting, grow and grow and grow as iconic, grow the account with the clients. I'd be more than happy to share the results with you. I have got other courses in Facebook ads, Shopify courses. Please do check those out as well. If you're into digital marketing, if you love entrepreneurship. And he loved marketing and passionate and driven about sales marketing and digital marketing particular, please do follow me, please do check out my other courses. I was there as valuable as this one, and I really hope you enjoyed it. Please drop a comment, follow me, leave a positive review and unloved economy coach you again and share your success with me guys. Online marketing and online businesses or journey is all about learning, improving, and tweaking. But I really hope this has helped you and it's given you a headstart for your particular client or for your own brand. So thanks again for watching and I look forward to hearing from you and take care. Thank you. 9. 8. After Results & Tweaking - Part 1: Hi everyone, welcome back. As promised, I'm going to show you an overview of the account a lot, lot further into the into the account itself. So it's been quite exciting. Past few months, has been been awhile. But I did promise you that I would come back in and show you how the account is performing, how it's getting on. What do I do? How I generate these amazing results with 78 pence per clicks. I'm just going to show you kind of you know, what to do along the way. And this is a critical key part of your learning and developing. And so this is what I've been working on, this particular clients, they town, which is a real client. I'm going to show you what I do when I tend to log into the account and this is what I recommend that you do to follow alongside. So at the moment, what you can see as I'm in a last 30 days view here, it's the last 30 days. So this gives you a newish column outlook of the actual campaign itself. I'm currently on the overview screen on the top left here. This gives you say Google in the new interface gives you a general overview of how the account is performing. Any quick things you can do to tweak things, improve things, reduce your clients costs, improve conversions, etc, etc. Why generally tend to do is if you come down to this section here, come across here, and remove keywords. Just looking at here I can see a couple of keywords that we would remove. So we've got a keyword here, gloss, attire and battery. We would remove that one there. I'm just going to come here and hit add a negative keyword. And what we're gonna do is we're gonna slip this as an exact match naught phrase match because we wanted to still pick up cost for tires. So I'm just going to cut that out there. So just hit Save here. Okay, so all you do is you just essentially continue to go through some of the economists search terms, which is very, very important and obviously negative out any of the ones that you feel that are irrelevant. So we've got quite a few of these. You can see this coronoid, good, this is page two of ten. So do go in here and make sure you write your negative out. Any of the ones that you feel that are not relevant for the business or you feel that might be driving up costs and not conveying into leads, causal sales, etc, says there's a few in there to tidy up. So very, very important part of that. The bidding signals here, it kind of gives you a very good overview of what's working, what's not working. You can call her. I see that some of the search terms are kind of up and down. Like kind of gives you a good idea calling in or how things are economy looking. To keep an eye on that. On the left here, on the keyword section side. You can see that some of the keywords, they've, they've come down slightly below average. We can see here this can be seasonal and, and don't be too worried about this. Currently. In a January month, January tends to be very quiet for most retailers purely because everyone's all spent out from Christmas and New Year. So keep an eye on this but don't get overly worried or panicked if you start seeing these. If it stays on there for like a couple of months, then there is a trigger to go back in there. Now I've looked at some keywords, maybe create a few more ants. Let's just continue. Again, don't forget guys is just the overview screen here. Keep going through this gives you a quick snippet, a quick overview or some of the things that you can improve. And some of the most shown ads, again, really, really important and powerful, most shown ads here and she's zoom in to touch here. We can see that column at the 30% of it seems to be kind of helping people. This one is hard to almost 400 clicks. We're going almost 12% click-through rate. Click-through rates or the CTR is the number of clicks, the volume, body number of impressions. Anything that's in double, double figures is excellent. If anything over 56 per cent is very good. And again, if you're in double figures, you're doing fantastic. So that particular ad is doing really, really well. And again, it might, because of that to noise, noise column percentage on there. What I might do is looking at that is potentially take that 30% or speech to the client, integrate that with some of these other ads, which is for unit for servicing, et cetera. You can see that the click-through rate vary significantly between the ads, but majority of them are performing very well. Again, another one here, 30% of a nurse got over 15% click-through rates. This one is over 28%. So staying very, very wow. Some of them are doing not as good, others being a fantastically wow. This one seems to be doing crazy well, so almost half of the impressions I've been searched. This particular ad is taken nearly half of the clicks on the whole page. That's quite rare that you get figures like that. January, you'll probably be seeing color figures around, around this column, all 4, 4%, 0.4. Even though it's pretty good. This is doing really, really well. The oxygen Insights gives you a flavor for how the other players in the market. In doing so, you've got some big players such as black circles, quick fit. National tours are kind of UK. So these are big, big national brands with cotton like multi, multi-million pound budgets. We can see that we're here, We're doing pretty well. So top of the page rate is almost 82%. Top of the list at 82% of the times when you can be in against some big, big multi-million pound national companies is really already good guys. Again, gives you a bit more insight in terms of color, which devices you'll use as little kind of like looking at you on. We can see here corner of mobiles seem to be common dominating single mobile tablet and computers. Computers tend to be dying and dying a lot, lot more these days. It's all about mobile phones, mobile devices like tablets. But we can see here we're getting almost like in terms of impressions, almost a 5050 split between mobile phones and tablets in terms of cost as majority who is going to mobile. The reason for that is majority of the clicks are going to mobiles. And now what we want to know is, you know, how many of those are commands. What we could do is get rid of this will change to conversions. Conversions, all. There we go. And that's the reason why, is because majority of the conversions are coming through mobile w. We're using a very high performance campaign setup focused in drive conversions. What Google has done is it's pushing all the color of the cost more towards the ones are converting. I'm driving in all the sales, essentially. Networks. They are not as important because I do recommend to stick to the Google search campaigns as much as possible. We have branched out slightly, which I'll show you in a moment with this particular client. We have dogged a little bit into Search partners and display. But again, don't, don't worry too much about this and just call it, try to keep a focus more on Google search. That is the key one that, you know, as you can see here. Let us change our two conversions is driving a lot of it. We seem to be getting some cross network here, which is probably a cross between Google and some of the others. Again, this is quite advanced stuff that's going to be drawn from the small campaign that we've set up a thin right at the start of the course that you do want to focus on mobile because that is where everybody's on Google Search. This is another great chart you can call. It gives you in a daze and your most column, my most popular in terms of impressions, probably undo clicks in there as well. We can even do conversions. So what days, more days you get your most common conversions. What you can do all so you can play around with all sorts of stuff like this. If you're finding that you're getting conversions, a lot of clicks and conversions, let's say on a Saturday you might potentially want to do some leafletting, awesome local advertising or some other advertising on that date, push it further. Or equally, you want to go and actually Friday seems to be pretty quite a day. So let's push our external marketing collateral on a Friday and try and build this one up to get Fridays as busy as the rest of the week there. So that might be, again, that's a really good insight for you. They're just depend it depends on where you want to look at a, you could go, well actually, our users are most busy on Saturday. So let's push it even harder inside a because we know we're getting the volume there. What you might think the opposite and say, well Fridays coin, let's push it there and kind of balance it all out. So we're still getting the volume and equally busy all across the week. Sunday, good insights or you say got aging gender. You can see like male 45 is the highest conversion Montfort for this particular brand. Some nice demographics, they're really important, particularly if you dive into Facebook. So I've got Facebook course. You might want to choose these con and targeting audiences in Facebook. So don't forget guys, top tip here. You can always use other marketing activities all got full course on Facebook. You could use there, so I do recommend checking that out, but you could use this data in Canada collateral or in complimenting Facebook and go all we want to target males, 45 to 54. Really, really helped that as well. Essentially, you've got last 30 days performance, you've got 2041 clicks or 2410, sorry. You've got 611 thousand impressions Ever. Average cost per click is only 78 p.sits. Nuts the level of spending there as well. So it's a little bit, few bits and bobs me to do in that just told you a few keywords and there. But overall, looking really, really healthy, let's jump into the campaign section. These are the campaigns now, you can probably see that a little bit different to what they were before, but pretty much equal. We still got our nice small campaign running. We've got new servicing campaign running. As a client has expanded and gone into other areas, grown due to the success of this. They've, unless the original campaign that we've got there and an uncertainty one there. There's lots and lots to do from here. Lots of takeaway. Again, we're on the last 30 days, Column view timeline. Google's calling given us some recommendations or do recommend checking these out and particularly here as well. But don't take them for gospel and do be very careful when you're making changes based on this. For example, like I said in the earlier style of the course, Google is a business. They want you to spend money. Yes, they provide an excellent service. Yes, they will drive you. Lots and lots of conversions are just fantastic. But they also want your money. They want you to spend your budget. They will recommend things to try and make you increase and spend extra money. So do be careful when you're doing this as sometime we should cost can get caught quickly our hand. I would recommend if you are running it for clients, then make sure that you run it past your client obviously, before you up their budget or upload there. So I've known Conor of non seasoned Google ads, advertisers. I've kind of done a little simple things like this. And clients have come to me and said looking at my costs are going through the roof, our chronic emergencies gone down. Not sure what the old kind of Google ads specialists did. Garden that I've seen. They've doubled their kind of spend there, not really modified or tweet or negative keywords. They're not really added more keywords to all they've essentially done is, is boosted up that column budget just for probably hitting this 120 button here. And its cost the client a lot, lot more money and I'm releasing them return. To be very careful of these quantum things. You can see it a Google is almost recommending to double the daily budget for this particular campaign. Saying increasingly, thinks that the encrypt, the conversions could increase by 56%, almost doubling our budget. So ten pounds has only almost like a 100% increase of this was 20 pounds as a 100% increase because we're doubling our budget already, getting log half of the conversions bark at 14 pounds or 15 pounds that I've learned. Not too bad. Plus a little bit over while I'm keen to kind of spend. But again, we'd run it past the client and make sure they would be if we did beat more inferior these. And also recommending here that we're getting a few more conversions here. So rather than clicking Apply or color hit View recommendation and see what it's actually showing us. Let's see here. Let's have a look and see what it's suggesting in this particular campaign. And it's recommending that we can call go up, but it's actually recommending it based on a competitor. We, again, we don't really want to do that because, and it might be that this particular competitors run some of their own ads by addendum, offline advertising, some leaflets, newspaper advertising. And that's why their search queries have gone up. 10. 8a. After Results & Tweaking - Part 2: Okay, welcome back to part two. This Google ads for non evaluation of the after results, everyone. We're just continuing to fine tune the Google Ads account. I'm just explaining what I do on a daily basis or what I would do. Every every few days the colon go in, look at account, tweak it, molded, improve it. There's a lot of things that couldn't Google are built-in to help you do this. As I mentioned in part one of this overview screen gives you a lot of good insight. Kind of helps you on that side of things as well. So keywords and searches is most definitely one of the key parts of their lives. We've talked a lot about that in detail. Let's dive into the, some of the more insights then let's look at some more insights on the campaign. We can see here that we're getting just go back to month over month. We can see that where we're up 3.15 per cent on our cost overall. But we can, we can also see that the cost per acquisition I'm on one of the campaigns is quite high at the moment. So 2021 pound per acquisition. So what you've got to look at is the return on ad spend or return on investment. And although the conversions are at 46 over month over month for this period here in the top right corner. There is still a little bit of work to do in here. Again, this is all part of your learning and development. And to improve this, this is what I'd recommend to do. So let's go into some of our some of our ad groups and let's have a quick look to see what's going on. In here. We can see that the Newman paul warned ties again over the last day to day period, which is kind of what you want to be in to give you Conroy latest info. We can see that it's 46 conversions. Cost per conversion at twenty one hundred sixty two thousand nine is a little bit higher than where we want it to be. Although it's called good conversion rate of 9.15, excellent click-through rate of 11.44 thousand double digits. The average cost per click, this is where it seems to be on this particular ad group only seems to be a little bit higher than I'd like it to be. Looking at almost this particular campaign, almost two pounds per click. We can tell us if the wheels one, which is another service. Thus at 44 people That's only had the one conversion and only 28 impressions with eight clicks. That's not really hung a mustard bearing on the account. It really is this particular one here which has just taken all the clicks and impressions. Let's dive in and let's see what's going on in here, then let's see what's causing those. The cost-per-click CPC to go up. So the average CPC, I saying almost two pounds in here. Really more than that to be about half of that, roughly about a pound, if not a little bit less, if we can. Although the CTR is great, that normally tells you that. If you've got a high click-through rates are normally tells you that the, the ads that people are singing all good, the answer work. And while it could be that this particular group has got very high competitors. Because Google is a bid at an auction bidding system. Google, it might be that the auction bids are high. For example, the other competitors like quick fit and national ties being such big browns or bidding 234 pounds per keyword, which then in turn boosts up in the market. And it makes a market price Pe, keyword, because obviously we're bidding per keyword. It makes them expensive. If, for example, you can see it ties Gloucester to pound 44 years. That's quite a common, commonly searched term. We can see on there that in the last 30 days, over 1700 impressions. And this is a phrase match or phrase match. As many as you learned in the beginning of the classes. It tells you any combination of this keywords, what you wanted to just click on that and then go to search terms. Now this will tell you the search terms are being coming specifically from these keywords. So if you click on that, it'll give us another 2030, whatever it might be. More terms I've been triggered off that particular key, those particular keywords. This is expand that out a little bit. And what you want to do is you want to come in here and start to negative anything that you feel it is not convenient. So we can see here we've got it set to conversions, white alone. So all these keywords here I've been driving conversions. What you can do is you can create other filter and then go on to conversions. Value is less than one. So in other words, 0. Showing me all the 0 conversions where it can then do is as a quick tip, isn't the cost, cost high to low? And then what you can do then is you can go back even further lesson should, let's just do all time. What I've told Google to do is as you're showing me all the keywords with no conversions for costing me the most. I've not really aren't any conversions and then see how relevant are non-relevant they are. And then we can start to call it a negative amount. This one here, this first one we can see on their bathroom tires gloucester says picking up because it's got times Gloucester in their bathroom. That's one of the company's competitors and literally of our half mile down the road. You can see the clicks on that are super expensive. Let's bend that, let's pin that one off straightaway so that as a negative keyword, I don't want negative campaign level, not just the ad group level, hit Save. That's gone now, so it's been excluded. So we now want to show up for that. You can also guys, you can also you could also do this. I could also do speech term here. Could do expert. So basically in this speech marks say, this is, remember this is phrase match. What I'm telling Google is now on campaign level, overall campaign level, any anyone that searches that with the bathwater as a Bathrick, tires cheap ties, bath week, buffalo ties on Bristol, Rhode, don't show my ad. That's what that does. Let's save that now as well. And that's called into our negative keyword list on plastic. Let's see what else is on here. Ties Bristol, read gloucester. Quite surprised, will not add any conversions of that click-through rate is really, really good. Impressions are good. So I'm not gonna negative that guys because I feel that it is a very, very relevant keyword to the actual company. Again, we're tight places. Gloucester again, very relevant. Proton, again, this is a competitor. We can look at a bit, not one-off as well. Print them off on campaign level. Budget toys. Gloucester again, very relevant. Target is in Gloucester, very, very relevant and not going to bend that off. Cheapest ties Gloucester, Great Hemings said toys cluster competitor again, same as this one, same as this one. Same as, you will see this quite commonly. You'll see this a lot of your campaigns. Let's just, I'm just gonna get rid of force or all of these mourn here. I'm just selecting all the competitors, a one there. Let's just whizzing through them and picking out the ones. Selected all of these, we're going to hit negative on their campaign level. Scroll down, hit Save. There we go. So we've got red. So we've got, we're telling Google now not to show our ads to all these keywords. If they come up. We've got a few more in there. So let's just go on to page two. You'll see a few more and then I'll probably gonna be similar to this carry on in there. That's sort of being excluded as we can see. Not to plant to be honest. The bathroom one in there, obviously dementia now anyway, but we'll just get rid of it. Some of these got the proton one in there, so we'll get shot of those. Again, anti negative keyword, campaign. Scroll down, hit Save. What we're doing is at the moment guys were essentially saving our budget and cost. What we're doing is we're low converters with a no converters were essentially tiding them up. And what we're doing is all these clicks and costs over the time period since December 2020. In fact, up until present, the company spent about 150 pound. Rough potential wasted spend. Because none of these have converted, sometimes don't be a guy's. People will look at these and call it a ringing or call in as well. Majority of them will say they won't, but a lot of that, some of them they will bear that in mind as well, which is the reason why I haven't got rid of some of these. Obviously you've got here, that's our own brand. Their next release intelligence cluster is very possible that people content that I just hit the, hit the phone but on Google or to put the number in and grabbing later. You don't want a negative though is you want to keep those on. Kx is a good way of doing it is to a quick way to save your time, effort and energy is to use the filters here as a top tip, is to hit the Add Filter and sorted. You can sort it by any of those in there. You can do a lot in the lower corner of low impressions, low key words, any, any of those in there? But my favorite one is the conversions, because that's what I'm kind of interested in, is whether, you know, which ones are converting the list has saved money. Because what you want to do is don't forget. This is another top tip for you when you're in essentially when you're spending money on ads and you would have a daily budget. Okay, So let us just go into a, Let's go into our campaigns. Each campaign that you set up, we'll have a daily budget, whether that's 15 pounds, 20 pounds. Some of my clients have a budget of two hundred two hundred, three hundred pounds a day. Some of them out of 1000 pounds a day, for example, others early on flight to three pounds a day. But what you want to do is you want to set up the account in the best possible way to save that client money. That money that they are spending goes into the key words that all converting. And that's a key point here is you want to make sure that they're spending their money on the keywords are driving them. Sales, conversions, clicks, and getting this all important, sales. That's the key, key factor there. Let's dive in into the small campaign because that one seems to be doing pretty rather than their lifetime here. So let's just go back and only in the last 30 days to give us more recent data, which is what you want. You can see on there that are generated 66 calls in a quiet month. January is a very quiet month for most retailers. As we said earlier. This is not over a 1000 clicks, over close to 300 people getting their locations. And then some can see that, yes, apartment eyes name a problematizing Gloucester toys. So these are some of the search terms. They didn't wear your L4. Again, this ad with the 30% off seems to be doing really, really well. So I said no, the top tip is try to include discounts because people who love discounts and percentages off, I find that's always worked well for all the campaigns will ever done, not just with this client, but with other clients in completely different sectors. And remember, people that buy online are very price savvy because it's so easy to compare these days on a mobile phone. Make sure you're doing that. You can call edit some of these keywords in here. You can come in there and look at keyword things, crossing negative outcome keywords, as you can see in here, there's quite a big list of keywords that will be negative as the motorbike and corn and competitors and all sorts. And they're really, really handy to do. That's some of the Smart Campaign which is a little bit more limited misconduct design for calling non-techie people to come and get you up and running quite quickly. But these small campaign warn has been performing pretty bad in all honesty. It has been really, really well. It's had lots and lots of conversions are very, very cheap price. But overall, so sometimes you've got to look at the account overall and not just look at one week and stop panicking. Go, Oh my God, you know our CPC Say's Law, fourth pound per click, which yes, it is high. However, you've got a corner weighed up over everything and leave it be for a while. And I said, top, top tip, they know alertness many, many years ago when I started running some campaigns. Sometimes you'll look at it at the beginning, particularly at the store and you see your costs going up and you go, Wow, this is really expensive. We can't afford this. I'm calling, calling for this, sticking there guys keep doing those tidy ups. And you will find that that CPC Cost Per Click will come down. It will go down, it will come down. And overall, on the overall account, it will drop significantly down. This particular account is doing fantastically well over the last 30 days. 78 pentacyclic with double-digit kind of results there. That is fantastic and use all the skills and techniques I've set it up step-by-step with you. You've seen exactly what I've done. As we've gone along. Later on. The clients already said that they're looking to ramp this up even more now. Maybe they're going to ramp it up to almost 85 pounds a day, 90 pound a day. Because they are getting strong results from it. That really is the key factor. Here everybody is just to go through your campaigns, go through keywords, usually filters, keep an eye on your conversions. Don't panic if you get caught him dips and ups and downs. Look at the color of the last month, last two months, look at it overall. Holistically. Don't be put off by icon. Avoid costs, but keep an eye on them. Keep control of them. Make sure you're getting those keywords. Make sure you're adding in those keywords. Wait, wait where you need to your account. We'll do fantastically well. Luckily, I said it's thought AdWords is a, such a powerful, powerful way because you'll add is right there in front of your potential buyer when they're looking for for that service. Essentially, that kind of concludes this part of the lesson. And I'll see you in the final summary lesson, guys, and I'll just give you a quick taste of that in a moment. So thank you for watching. 11. 9. Congratulations! : So a big congratulations to you guys who've come to the end of the course. I just want to congratulate you personally and give you a big, well done. I hope you've enjoyed the course. I hope you found a useful and insightful lot of time, effort and energy goes into these. Really hope that you've come away from it and you're calling gained the skills and the knowledge to help grow your brand or your client's brand or your employer's brand. So again, really hope it's helped. Please do follow me, please do check out my other courses. I've got lots of other courses here. Um, they are very, very insightful like Facebook, Instagram, Shopify, so give me a little follow, check out my other courses. Thank you once again. I look forward to seeing you in the next one.