Launching a Google Ads Search Campaign [The Perfect Launch Playbook]

1. Intro to Google Ads | Perfect Search Campaign Launch: Welcome to the launching a Google ads search campaign. This is the perfect launch playbook to launching your first or maybe your third or fifth Google ads search campaign. And we're going to target driving high-quality traffic to your website. That converts. That's the perfect tool. Google Ads is the perfect tool to do that. I'm your instructor, Todd Nevins, and I've been running Google ads for over 18 years. I started about 12 months after they rolled it out to the marketplace. And I'm the founder of click placement, where a Google Ads agency and partner, and we've managed over $50 million in Google ads spend. If you're a beginner in Google Ads Marketing, you are in the right place because at the end of this course you're not gonna be a beginner anymore. We get you to an intermediate level and we even dive into some advanced level metrics. And we're going to create a campaign that blocks out unwanted traffic and only targets the traffic that we want. We're also going to cover five mistakes that drive me crazy, but they're super common mistakes that people make when they're creating a Google Ads account and launching their first campaign, we're going to block those mistakes out and stop those mistakes so you don't make them, which means you're going to save money on your campaign. And we also have a half-time show where I'm going to answer the number one question that I'm asked all of the time. How much should I spend? How much should I set my Google Ads budget for? I'm going to cover that at the halftime show. And I have a little formula to help you come up with a number that fits your business to get started, all you need is a Google Ads account. And if you don't have one, I'm actually going to help you create a Google Ads account. You need a website that also has Google Analytics loaded onto it, and then you just need access to Google Sheets or Excel. So thank you again for starting this course. You're going to learn a ton and I'm very, very thankful that you are here. Thank you. And let's get started. 2. Account Settings: In this section, we're going to create a Google Ads account and we're going to stop the first two most common mistakes. The first one is to pause the smart campaign that Google will walk you through creating when you create your Google Ads account. We're also going to auto apply out of add suggestions and exclude some content. One thing to note when you're looking at my screen is that Google changes things a lot. So if something doesn't look exactly right by the time you're watching this course. It's okay. We're going to be very, very close. The way that I have my screen set up is that I've got my Google Ads account here. When you go through and click the simply do a search. If you do not already have a Google Ads account and up pops create a Google Ads account. And then the first call to action is that set up your first campaign. And that's going to be a smart campaign. When you go through the steps, pause it immediately after you launch it. And also you've not put in your credit card information yet, so you won't, it won't cost you any money at all. Just make sure you pause it right after you create it. And I did a search for wedding photographer in Jacksonville, Florida. This is our competition. This is what we're going to be creating the search ads at the top, you see these images over here. These are image ad extensions and we're going to create those for this client. Here's the headline, the descriptions in the ad. These are site links. And now this particular one has, has some call-outs. And then down here, this fourth one actually you can tell how it doesn't look nearly as good as these first three. So really we're gonna be competing against these three adds up here. And then another way I have my, my screen setup and my workflow is that I have a spreadsheet setup for this particular client. So let's jump to the account settings. When you get in there, you can simply navigate to account settings, all campaigns, account settings. And we're gonna go through an opt-out of some things that we need to. So first one is opt out of the apply, auto accept, apply at suggestions. We do not want Google to come up with ads for us. We want to do that on our own and then click Save, auto tagging. Check this click Save tracking. We're good. We're not going to have any tracking templates installed. Call reporting. This particular client just once online, contact us. They do not want phone calls, but we're gonna set up called reporting any way in case down the road that the client changes their mind and they do want phone calls. Ignore the inventory type. This section, we need to check these five boxes and click Save so we do not come up in any sort of search results revolve around those topics. The next section down, we're going to opt out of these four over here and click Save and then lead for lead form AD terms. Go ahead and accept those and click Save, and that gets your account setup. In the next section, we're going to create up, create our first campaign. 3. Campaign Settings & Creation: Number three, which is opting into Search partners and also like mistake number 3 or 3.1, It's opting out of the display partners as well. Here from this screen you go to All Campaigns and click the campaigns tab. Keep in mind, this might change over time, but in this particular setup, this is exactly how it looks at this time, your setup is going to look slightly different. This is a manager account. Your Google Ads ID and email address will be over on the right. But for the most part, this is how the Google's ad system will look for quite awhile. You can either click the Create Campaign blue plus sign or great campaign here, either way, new campaign, what this client once online sales, online Leeds. She's not selling anything like e-commerce. Obviously, we want website traffic, but really she wants leaves online leads to her to her website. She does not want phone calls, were going to opt out of those two conversion goals. Up down here, remove, and then continue. We're creating a search campaign, not performance Max, display, shopping, discovery or video. We want to go search and website visits. You just simply go back to her URL and copy it in here. We want to title this first campaign. You'll notice back on my spreadsheet, I've got the campaign title up here. This is just a personal preference, but it's a very good reminder that if you put your geographic area that you're going to be targeting, we're going to do Jacksonville and St. Augustine. Then the bid strategy that we're going to be using, it is just a quick reference when you're looking at your campaign to remind you as to what the bid strategy and the geotargeting is. And then if you want to change the bid strategy, you can easily change the title of the campaign. In this next section, the budget, we're going to set our budget for one penny for now in the halftime show, we're gonna go through exactly how much to set your budget app, but for now we just wanted to set it up, penny, just to get past that because it is a required field. What do you want to focus on? We of course want to focus on online conversions. But for now, since this is a brand new campaign, we want to set this up with a bid strategy of maximize clicks. This tells Google system send us all the traffic you can based on the parameters that we built, built our campaign around. And then we will, we will handle all of the clicks that we can go ahead and click on More Settings. And we want to have the add rotation. We want Google to actually help us and show the best performing ad in each ad group. We're going to have about three ads per ad group. And we want Google to help us and start showing the ad that's performing the best. In the next section, we need to avoid these two mistakes. First of all, if you opt out of the Display Network and you opt out of the search network, this means that our ads are not going to show on the Google Search partners network and only the Google search network, google Search partners or other websites that have Google Search on their page. And people can search Google from their website. It's typically much port or traffic that won't convert as well as just spending money on the Google search network. The next section locations IT Ops into all countries, in all territories all over the world. We do not want that. I want to click Enter Location and then click Advanced Search. This particular client is located in Jacksonville, Florida. When you look up Jacksonville, Florida, you actually see two results. The DMA, which is the metro area of Jacksonville and the city, we're actually going to choose both when you target the metro area. It's a huge area all the way up into Georgia. It includes even St. Augustine. That's okay. We also are going to target the city of Jacksonville right here, which is much smaller. And we're going to target St. Augustine. This allows us to look at the search traffic and conversion results specific to Jacksonville, the city and St. Augustine, the city, down the road. Okay. A lot more people are converting at a much lower cost per conversion down in St. Augustine. Maybe we create a second campaign that only targets St. Augustine and then have this campaign target all of the rest of the area. And then we would actually exclude St. Augustine from this campaign. You click Save in the next section under location options, you actually choose the second one that of course is not recommended, but this is the one that's better for you. People in or regularly in our target locations, not people that are just kind of searching for weddings and Florida. But we want people that are in there, that live there or that are in their, live in their fruit that are visiting there frequently. This next section, leave it defaulted. Audience segments. We don't need to change anything in this at this point. And then also down in the dynamic, dynamic search ads settings section, we do not need to make any changes there. This particular area is telling us when the campaign will start, when we launch it. And this is the ad schedule. You can actually have Google only show your ads and certain hours of the day or certain days of the week. We're going to go ahead and set this up to run 2407 Sunday through Saturday. And we do not have any, we do not need anything set for campaign URL options. And this is the next section. It is already walking us through setting up our very first ad group. We don't want to do that. We wanted to remove these keywords. We're going to leave the, we're going to leave the URL there at group number one. It's already defaulted to title that. It has an ad that it's kind of suggesting for us which we do not want. So we are going to cancel this. We're basically creating this campaign with its first ad group without any keywords or ADS, which is exactly what we want. Next section. This is the extensions we're going to cover this section later as well, just next through it without choosing anything, we know that this is a problem that we don't have keywords and ads and that's fine. Then what we want to do is publish the campaign, publish it. And immediately we're going to published with ADD drip number one. Here's the title that we just put in, but we want to pause it immediately. That covers it. We've got our first campaign built. In the next section, we go into how to create our ad groups and keywords. 4. AdGroups, Keywords & Keyword Planner P. 1: Welcome to the ad group structure section of this course. In this section we're gonna go through the Keyword Planner and how to use it to find the keywords that we're going to be targeting. We're also going to go through the ad groups and how to structure those categorically. The difference between keyword match types of broad phrase, an exact match, and get our targeted keywords all set up in a spreadsheet and in the Google Ads system. The mistake number four that we're going to not make in this section is targeting broad match keywords. This is another money burner. Also in this section, just to let you know, this is the absolute most important aspect, building your Google Ads account and campaign to make sure that we're targeting the right people at the right time with the right message. Most importantly, we're targeting the right people that are looking for us. Again, reminder we are a wedding. We're going after people looking for a wedding photographer in Jacksonville and St. Augustine, Florida. Let's get started. Here we are in the Google Ads interface and we are in our campaign titled jacks St. Augustine max clicks. We have our one ad group that was built automatically when we built this campaign. Actually going to go ahead and change that title. To do that, very simple, all you need to do is hover over that pencil click Edit. And I'm going to change this to wedding photographer general. And save. So that's just the title. Give you a quick overview on my setup. I've got the campaign here clicked and ad groups. I've just changed that title to wedding photographer general. General. And I've got a spreadsheet. I've already done a little bit of work for this client offline. I've got the title of the campaign here and I've got the ad group titles here on row number three. The first one is wedding photographer main. I titled it general. I'm gonna go back and fix a mistake. Main, save it back to my spreadsheet. I'm also going to have an ad group titled Jacksonville. This is someone that is looking for a wedding wedding photographer and using the different combinations. But look in Jacksonville, Florida doing the same here in this ad groups, St. Augustine, this ad group is going to consist of all of the keywords that someone uses, the words cost or price. So these people might be more cost-conscious. And then over here we've got an engagement photographer, main ad group here, and then Jacksonville, St. Augustine, cost and price, same concepts. So we're going after two main services for this client, wedding photographer and engagement photographer. I've also started creating a negative keyword list over here. We're gonna cover that in a later section of this course. Let's dive into the Keyword Planner. And this is how we use Google to tell us what other people, what people are searching for other than the keywords that we think people are searching for, you click Keyword Planner here, discover new keywords and you start typing in the keywords here, I'm going to jump back to my spreadsheet and do a copy. Wedding photographer, of course, pasted in here, hit the Tab or enter key. I'm going to choose about four or five keywords. Definitely Jacksonville, wedding photographer. I'm going to do a near me as well. That is a very popular phrase when somebody is looking for someone in the local market, wedding photographer cost for people that are looking for that a little bit more cost-conscious. And the last one I'm going to add in here is to get us started on the engagement photographer ad group right here and click Enter. Now, we can change right now it's going to default to tell us the traffic and the trends from a US perspective, I could change this here to just Jacksonville or I can just get results. Now, this is coming up in the United States. 226 thousand searches average each month, and it's in the United States. So I want to change this to Jacksonville. I'm going to choose, if you remember when we were going through and choosing the geographic target for the campaign that we built. We chose the metro area, the DMA, also the city and also the City of St. Augustine. For this section, it's just as easy to target the DMA, but then we also have to back out the United States. Click Save. Now we have traffic just for the Jacksonville metro area down to 6,890, average monthly searches. Going across the top, we've got Jacksonville, It's an English. We chose only Google, not Google and search partners because we've opted out of that when we created the campaign and it's giving us a timeframe on the last year. Broaden your search. Google is already telling us to broaden our keywords out, which we do not want to do. Because looking across these proposed keywords, none of them are relevant. We're not looking for a wedding or just a photographer or a wedding vendor. None of these are relevant, weird-looking. We want to target people looking for wedding photographers and that's it, or engagement photographers. Going down the list here, here are the keywords that we provided. Exclude that. Here are the keywords that we provided upfront, and then here are the keyword ideas that Google is also recommending. Let's go across by each column and I'll explain what each one means. This is the average monthly searches in the Jacksonville metro area for wedding photographer about a 170 people. The three-month change 0% pretty consistent. The competition for this keyword is medium, and this competition index is out of 100. Low 33. Not very many people are bidding on the word wedding photographer costs more people. Other competitors are bidding on the word wedding photographer than wedding photographer cost. We can use this average month, average monthly searches graph in combined with the competition and the competition index. To help us come up with keywords, not only their popular that we definitely want to target, but also maybe some keywords that other competitors are not bidding on. This ad impression share an account status. These fields are blank because we're not bidding on any of these keywords right now. Here is the big section. This tells us what each click will cost. This environment in a search campaign, we're paying Google. Our client is paying Google every time somebody clicks on their ad. If you remember looking at those ads, the top three or four at the very top of the search results page. Google is telling us that on average, our client has to pay $2.15 to be in the top. But that's on the low end of the range. And on the high end of the range, they would pay $7 per-click to get that person delivered to their website. Over here, the organic impression. And you can connect the Google Search Console to the Google Ads account and we will start getting organic impression share and organic average position and how it, how it combines into our ads. But for now, this is what we want to focus on. Looking through the keywords over here. The first keyword idea is not relevant. Wedding photos. We don't want people looking for wedding photos. We want people looking for a wedding photo shoot. This person is looking for a photographer. Wedding photography packages, that's a better search term. Then wedding photos, wedding shoot here. This is somebody in Hungary photographer deletes all photos, definitely not relevant. This might be another photographer in the market, so that's not relevant. This one is, what do we do with these keywords here when we've got spreadsheet over here. And these keywords, almost forgot refine keywords over here. Google has a couple of other areas that we can further refine these keywords. If he hit that drop-down menu, it's adding in branded keywords. It's recognizing that we're in the Jacksonville, Florida market and even serving up Disney as a potential place. So it's going to, It's going to tell us to target keywords that are including Disney and Disneyland. And then here are some competitors, I'm assuming another photographer and the Jacksonville market, this is completely out of market. This is Biltmore in Asheville, north Carolina, California. What we want to do is uncheck all of those brands and you'll see this thing, this we'll reset to just 6,200. We're also going to remove these Disney branded keywords and it's going to go even lower. So also, another, something interesting to watch is that now 41% of the searches are in the Jacksonville City area, 8% are in the St. Augustine Beach area. Fruit grove is a suburb of Jacksonville. So this gives you a pretty good breakdown on where people are searching from. You can change this to get a breakdown by platform. Look at this. 75% of the people are looking for wedding photographers from their cell phone and only twenty-five percent from their desktop. What do you need to take from this? You need to make sure that your website is mobile friendly first because 75% of the people that we're paying forward to click on the ads to be delivered to the website. Seventy-five percent of them are on a mobile device. Then this top one give you some trend volume. It looks like people. Are looking in January, 26% increase in January versus November, it's lower. Maybe that's because of the Thanksgiving holiday, December pretty consistent with November, but as soon as the year starts, it trends up a little bit. Now we've got our keywords. These keywords I know are already in my spreadsheet. This is where you need to take your time again, this is the most important aspect of building your campaign to make sure that it is on a solid foundation. So we are only targeting people that are searching for the services that we offer. Wedding photography, engagement photography, Jacksonville, Florida, St. Augustine, Florida. Those are the people that we're targeting. Nobody else. So take your time in this particular section. I'm going to I'm going to go offline for a bit and I'm going to basically go through these wedding photo shoot. And I'm going to copy and I'm going to paste them over into this spreadsheet. There's another option to add them right into the campaign. You can click the button. It defaults to the campaign that we're building, that ad group number one we built, but then we've changed it wedding photographer main. And right there it is. It is assuming we want to add them in as broad match as a default. That is not correct. We want to add them in as sprays match. So you can either add this phrase match keyword wedding photographer directly into this ad group. I'm not going to do that today. I'm going to do it over in a spreadsheet and do it a little bit differently to speak and the keyword match types, broad phrase and exact simply do a Google search, broad phrase an exact match in Google ads and this page will come up and this is a very easy view on understanding when your ads will show based on the keywords that you're targeting, if you use a broad match keyword, low carb diet plan, google is very broad and will show your ad to even people looking for Mediterranean diet books. That is not relevant. If you were only selling low-carb diet plans, you do not want to come up for a search for Mediterranean diet books. So that's why we do not use broad match. You scroll down the list and open up phrase match. Tennis shoes is the example of the keyword that we would be targeting. And our ads would show for shoes, for tennis buy tennis shoes on sale, red tennis shoes and comfortable tennis sneakers. Those are all relevant to the phrase match keyword, tennis shoes. What isn't relevant? Tennis rackets and training shoes, or can you wear running shoes for tennis? So our ads would not show here. That's why we're gonna start with phrase match. It's a nice blend between broad and exact. What is exact match on down the list. Shoes for men are ads would show if we had them as exact match in our ad group. Shoes, men, men shoes men shoe and shoes for a man. And they are not going to show, even for searches like men's tennis shoes or shoes for boys, just exact match. This is tight of a keyword match type, as you can put in here. This might limit the number of search, search impressions and clicks that we get getting started. So we do need some data to make some good decisions. That's why we're starting with phrase match. Back to here. That's why I would choose phrase match if I was going directly from the Keyword Planner straight into our ad group, but I am not. I'm going to use this information over here to help me build up this spreadsheet. And I will see you in just a few minutes. 5. Halftime Show | "How much should I spend on Google Ads?": Welcome to the halftime show and where I answered the question, how much should I spend on Google ads? The easy answer is, how much are you willing to spend on Google ads each month? But I'm gonna go through some calculations to help you actually come up with a formula on how many clicks do expect based on what type of budget you want to spend. Rough estimate, I normally recommend to clients between five hundred and fifteen hundred dollars a month. I'm gonna go through an example as to if this client wants to spend $500 a month on Google ads. If you remember back when we were looking for keywords and I put in our top five keywords here in the range was between 2.7 and we added a lot of other keywords into this campaign that probably is going to lower the average cost per click. This one here, wedding photoshoot between a 1.863.40. For easy math, in this exercise, I've used $3. So this client is going to spend an average of $3 per click. And if they've decided to spend $500 a month, let's look at the breakdown on how much they should expect to make in their business if they spend $500 a month on Google Ads, $500 a month, $3 cost-per-click. So easy math, they're dividing $500 by $3. They should expect 166 clicks a month to the website. They only pay if somebody clicks on their ad. Out of those 166 people, let's just assume 4% conversion rate. 4% of the 166 actually send in a lead form, a Contact Us form that divides out 6.64. Let's be a little bit conservative and let's just say six. The close rate, if three forms come in, this client is able to close one. So if they get six forms a month, that means they've got to weddings per month. And if each wedding has $3.3 thousand dollars in revenue, That's $6 thousand in revenue between the two. And then at a 30% profit margin, that means that this client has made $1800 in profit off of these six conversions and they've spent $500 a month. So that's not bad, good, good, good return for every $500 they spend, they get $1800 in profit. The way Google works it is you actually put in a daily budget. So jumping back to the campaign, $500, you actually put in $16.45 as a daily budget because you divide out your monthly what you want to spend each month by 30.4 days. That is the average number of days in a month. And that's what Google uses to compute daily budget. So when you go back into the campaign, you go to the campaign settings right here. And then you would put in $16.45. In this section. It's a large increase from one penny. So they're actually going to ask us to save it twice, once, twice. And then right up here it changes to $16.45. We still have this campaign paused, but this will deliver six conversions a month if all of our math works out for this particular business, if your business is different, maybe your average sale is $5 thousand or $10 thousand or 1000. You'll just have to work through the math to come up with your best monthly budget to get started with. 6. Ad Groups, Keywords & Build Out P. 2: Okay, Here we are. I have built out the ad groups and keywords on my Excel spreadsheet. And I'm going to go through with you now as to the logic as to why we have different ad groups setup categorically. This main ad group is titled wedding photographer main. And I'm going to copy and paste these keywords over into the wedding photographer main ad group here in a second. The reason why I've got wedding photographer, some keywords that jumped out at me when looking at the, at the keyword planner was that wedding shoot and photoshoot. I've added in an ad group type targeting people that are looking for a wedding shoot and an a photoshoot. Here we have Jacksonville was an ad group in St. Augustine as an ad group. This allows us to create ad copy for this particular ad group that specifically speaks to people in Jacksonville, and the same with St. Augustine. We're not going to have an ad that speaks to Jacksonville in the St. Augustine ad group. These ads here in this ad group are going to be for people that are a little bit more cost conscience. And now we added in a number of keywords from the Keyword Planner, average wedding photographer costs, wedding photographer prices. And then over here in the engagement section, certainly if my client were to be hired for an engagement photographer as an engagement photographer, then the wedding comes after that. So this is kind of an entry point for new clients. My client is definitely willing to pay for clicks for someone looking for an engagement photographer. Because hopefully they hire, they hire my client as an engagement photographer and as the wedding photographer. I've got a mirror image of the ad groups here that are over in the wedding photographers side, here in the engagement photography ad groups as well. So what we're going to do is I'm simply going to copy and paste it. Actually, let me double-check. I don't know if I've added that went in or not to get out of here, all you have to do is click back. I'm gonna go into my ad campaign here, this one ad group, just click on it. We do not have any keywords in here. So there we go. We're going to go here to my spreadsheet. Simply copy. You can either add keywords by clicking the plus sign or the plus keywords here, and paste them right in there. These are going to come in as broad match keywords. So if I save them, I've got a typo. I've got a typo in here. One thing I want to do is to go back here, change it here, getting photographer. And then I copied and pasted this one. I bet it is misspelled and it is, it is misspelled in the engagement photos section as well. Unfortunately, in Excel, it does not highlight if it's a misspelled words. So go through these very carefully to make sure you haven't misspelled things like engagement or Jacksonville or St. Augustine. St. Without a period. And then Augustine of you. Remember, when we look back on the phrase match keywords and how Google will show our ads. Google will take care of it and only show our ads to people in this particular ad group for people looking for St. Augustine, even if they slightly misspell it or they put the period or they, they they type out st, which most people won't do but okay, so back to this section, I am going to, it's even warning us down here, match types help control which searches can trigger your ads. We've already learned that if you want to learn more, you can click that, you can click Save. They immediately come in as broad match. We can change them. This is a manual way to do it, and I'm going to change it in the next step. You just go through and change it to phrase individually. Unfortunately, you can't check all these boxes and have them changed all at once. You go through, switch them to phrase Keep in mind our, our campaign is paused, so we don't have to worry that that we're wasting money on broad match keywords. Down here, Last one. Now all of these keywords are in phrase match. Look what changed. This. Quotes at the beginning and the end of the phrase tells us this is a phrase match keyword. If we were to go exact, it changes to brackets. This is an exact match keyword, and this is just Google's way of allowing us as advertisers to put in these keywords with quotes. And the system already knows that we wanted to come in as phrase match, which is exactly what I'm going to do back on this spreadsheet. I'm going to take the time to change these keywords to phrase match in here by putting quotes at the beginning and the end of each, I went through my spreadsheet and added quotes in front of and behind all of the keywords and all of my ad groups. So what we're going to do is create our second ad group copy and paste photoshoot. Actually let me just Shorten this up a little bit, save us some time. And again, creating the second ad, ad group, simply click Add Group, going to ask us to title it first, right here, paste it there, photoshoot down here in the Keywords section. Jump over here. We're only going to have maximum that we've got what, seven or eight keywords here in the main ad group and then only four or five. Yeah, four or five and the rest of the ad groups, this is fine. This is a good number of keywords. Get started. We don't need 25 or 50 or a 100 keywords per ad group, that's too many, 510, maybe 15 keywords per ad group. That is a good way to start. Next step here, once you save these keywords is going to ask you to want to stay, sorry. You go here underneath the ad and click cancel. We're going to save this ad group without an ad, save and continue. And there it is. Photoshoot. Next one we're going to add is Jacksonville. And I'm going to go across this list and add all of them in one at a time. Just like I did photoshoot. I just noticed a mistake that I've made. I've got ad groups titled the same without designating the fact that I have wedding photographer photoshoot Jacksonville, St. Augustine, and engagement photo. To fix this mistake right here, I've just added in all of my wedding photography ad groups. I'm going to go in and do wedding photography. As a, as an abbreviation. There it is. Wp means wedding photographer, costs price, Jacksonville photoshoot, St. Augustine. And actually to keep things consistent, I'm going to actually change this to now. I'm going to leave that the same, just so it looks good. We've got WP, which means wedding photographer. And then I'm going to change these titles to have ENG as in engagements photoshoot. I changed my mind again. But the best thing about the titles of these ad groups and campaigns, it's super easy to change them. All I did was changed ENG to engagement and WP to wedding. It just looks better to my eye. It doesn't matter. It doesn't have anything to do with the campaign performance, but it does have a lot to do with just easily going in and seeing which ones are performing the best. Okay, here's a mistake, 12345 for wedding, we only have 1234. So back here, miss the main engagement photographer, photographer, ad group. So to add that one back in, simply go here and copy the keywords here. Scroll down. Reminder, when you go to this next step, you've got to hit Cancel on the ad and then save and continue. And now we have opened this up. We have our ten AD groups right down here, one out of ten. This concludes this section of building out the ad groups and keywords. What this is the offensive side, what keywords we're targeting, or the office and offensive side of Google ads. The next section is defense negative keywords. What keywords tell us this person is not looking for my services, my client services as a wedding photographer. Next up, negative keywords. 7. Negative Keywords: Next up, negative keywords and developing negative keywords both at the campaign level and at the list level. And we're going to use 12 word. Both broad match and phrase match keywords in here. And this is actually eliminating mistake number five. And mistake number five is actually not using negative keywords. If you think of the keywords that we're targeting as often, the negative keywords are the defensive side. We're telling Google from the targeting keywords, what keywords we want to target in regards to search queries. But these negative keywords are also telling and teaching Google system what not to show our ads to. If somebody in here I already know one of our keywords is cheap. We don't want our ad to show in somebody's looking for a cheap wedding photographer. Let's jump in. Here we are at the campaign and ad groups. And as I was going through and building out this list, I was also recognizing some keywords that told me these people are not looking for exactly what my client offers. And I started making a list over here on the left on the spreadsheet. Somebody that's looking for, for photography classes or courses or jobs, or even people looking for churches to get married in cheap, that's one that we just recommended. And wedding planner, wedding caterer discount wedding vendor, professional photographer. You notice we have these in here as broad match. So anytime the word class or classes is in the search query, we're telling Google we do not want our ads to show. I'm also adding in some phrase match keywords like people looking for a wedding planner, wedding caterer, and then a professional photographer I've added in as exact match. So if somebody does a search just simply for professional photographer, even though we're not bidding on that keyword, we are using phrase match keywords. So Google would potentially show our ads to someone that is looking for a professional photographer. But we're telling them here in the negative keyword list, do not show our ads to those people. Here's our list. I'm going to copy it and go over here. And at the campaign level we go down to keywords and click negative keywords. Abdomen here, you can do it in two different ways. You can add it in at just this campaign, at the campaign level for Jack Saint Augustine max clicks and simply paste it in here. What I want to do though, is I want to create a keyword and negative keyword list. So if I were to create a second campaign for this client, I would just simply attach this negative keyword list to the new campaign. And I don't want to have to redo that negative keyword list for additional campaign, save to a new or existing list. And I'm going to label this PsyD, photo, co, negative. Save it. And now that is a negative keyword list attached to this campaign. If you want to navigate just to this list, you can simply click it here or go up to the tools and settings over here, negative keyword lists, and it is listed right there. And you can add additional keywords to it from here. And that's it that takes care of your negative keyword list. 8. Ad Extensions: In this section we're going to talk about ad extensions, specifically site links, call-outs, image extensions, and location extension. We're getting into the site links and the ad extensions before even creating the ad copy for a reason. And I'll tell you about that on the next section of this, we're diving into ad extensions right now. To navigate to the ad extensions section, just click on the campaign over here, and under ads and extensions, click extensions. Now what is an ad extension? Here are a couple of examples of wedding photographer in Jacksonville, Florida. These are search results. This is the actual ad copy. This these are two headlines. These are two headlines in the ad copy. We're gonna cover the ad copy in the next section. But for this one, we're going to cover these links down here. These are site links. This is a location extension. How do you get your, get your location extension attached to your Google ad by attaching your Google My Business account with your Google Ads account. And I'll show you about that and show you how to do that in 1 second. So these are relatively well-built out and we're gonna work on not only the site links which these are clicks through to a landing page on the website. But we're also going to add in some call-outs to add your location extension, simply go to the extension section, click on location. And you have to link your Google My Business account to your Google Ads account. You have to be logged in to both of them at the same time with the same email address. It has to be an you have to be an administrator on both your Google My Business and your Google Ads account. And it will be very simple to link those two together. And the result will be your address will come up in your ad. So now we're going to jump to creating site links. I've already done some work here on the side, and you've seen this website before. I've added in an Extensions tab down here at the bottom of actually added in and add copy ad as well. We'll get to that one in the next section. But this one, we're going to add in for site link extensions, and I've already typed them up. And I'm going to make this spreadsheet available at the end of it, at the end of this class. So you can cheat a little bit off of what I've created for you. And the main area here is that it's actually also counting up the number of characters in each of these fields because it's crucial, we've got a 25 character limit here in the site link text. The descriptions are down here with a 35 character limited, and I've got this counting it for you. We're going to create foresight links for callout extensions and image extension. So first, we're gonna go over here, click the plus sign and site links. And we do not have any site links at all. So we're going to fill in all of these fields with the information here. He's simply do a copy, paste. Copy paste. And where I pulled this information from from the website. I've gone through this my client's website and pulled the verbiage and the calls to action from the website, the web site content to come up with these site link extension. So it kind of feels the same. We want the tone of the site links to be the same thing as the tone on the website. So it feels like the person is landing on the site from an ad that they clicked on it at all feels, feels the same. I'm gonna go through all four of these quickly. So I've just copied in all of the site link information. One other thing to take into consideration is that you can only have one URL per site link and you can't duplicate and reuse the same URL. So if you scroll up and down here, copied all of these in, and we've got the one that ends in weddings, engagements. This my client does do family portraits as well, and there is a landing page for family portraits. So I've added that went in and then finally, contact my client, contact Sydney, and simply click Save and your site links are now saved right here to review them. Here are the site links here. But then also to review them, you can click on the four extensions. They will take some time to be approved, but you can hover over them and it'll show you the text. And that's how you set up your site links. The call-outs are slightly different. They're actually not links to the websites. So this is information that kind of adds more context to and content to the ad Jacksonville based, classically trained fine art photographer, customized proposals. We're going to go over here to the callout extension and we want to add four. Here they are. In Jacksonville based here, I've copied all four of them in and you just have, just have to click Save and there they are, So they continue on the list. Now the call-outs will populate here. If you noticed in these ads, there would normally be or could be an image over here. But these particular advertisers either don't have image extensions implemented or Google has decided not to show images at this time, one or the other. Well, we're going to implement image extension so you can do it a couple of different ways. You can upload the images. Let's just get there and I'll show you click the plus sign image extension so you can upload your images right here from your computer. Or the easiest way to do it is click Scan website. Here's my client site. Copy, put in the URL here. And it's going to scan the website. But there's even an added bonus since, since my client already has their Facebook link and their Instagram link on the website, you can scan their Facebook account and scan their Instagram account. And up is going to populate a bunch of options for us to use images for this particular client from their Facebook page. Look at all of these images there were pulled from the website actually aren't as good as the ones that are pulled from Facebook. Let's actually though, use this one and there are two different sizes of images that image extensions can use. This one is a square one and we can actually move it up and down. That's a pretty good square. We've got mom and the background. We've got the bridesmaids. The bride, this one looks great, but this one is just a little bit too. It's too narrow, so you don't actually have to use that when you can just save that square. That one's done. This is a great one. Both. Let me center that one. And then this rectangle is also a good one. Yep, Both of those are good. Remember this is more of a family portrait and this campaign is going after wedding and engagement photos. We want wedding and engagement photos. We've got a black and white actually with a little little frame around it, and this one as well. I'm actually not sure if Google will accept this one since it's got that frame around it. But I'm going to try worst-case scenario. They just disapprove it. And that's no big deal. Here's a good one. Here we go. While can daughter down the aisle, see what it looks like in rectangle, it does not look good. So get that one out of the way. That one's a really good one. That one's a good one as well. We'll select those. Both of those got a black and white image here. For some reason it didn't pick up a rectangle, but I'm gonna go ahead and use the square. That is, that gives us 12 because this is about six. Let me make sure I'm not missing one. Here's another one. It's got the gut the frame around it. I'm not sure. But let's see if Google approves these. So you can always go in and upload different images later. I actually saved some, but I'm going to just use the ones that I've scanned from their website. And you know what, This is a good engagement photos. I'm going to use that square one. And let's see if that one, no, that one doesn't look right, but the square one does. So I'm going to use that square one as well. So there we go. I'm going to save those. And they've populated here going to, going to go ahead and save those as well. There they will go through a review process. But at this point, we've got the call-outs implemented, we've got the site links implemented, and now we've got the image extensions implemented as well, that covers the section on ad extensions. Next up ad copy the actual ads of Google ads that's up next. And here it is, Here they are populated there they will go through an approval process, but there are the image extensions that will come up to the right-hand side of the ads. 9. Responsive Search Ad Copy: In this section we're going to build the ads. They are responsive search ads that include headlines, descriptions, paths, calls to action, and landing page URLs. Why have I waited until the very end to create the ad copy? Because at this point, when I've gone through all of the keywords, the website ad extensions, I know the tone, the vibe, the feel of this particular client. Your Were you are probably the client that's creating this campaign for your business. So if that's the case, waiting till the end may not be that important. But at least now you know all of the different headlines and calls to action on your website. And we're going to use that information here in this particular section. Jumping back on the ad extensions, this, the ad extensions are for the entire campaign. But when you're creating ad copy, we're actually going to start at the bottom because this is the wedding photographer main. The ads are created for each ad group. So remember back on our spreadsheet, we have specific keywords by ad group and this is why we're going to create you create unique ads for each ad group on our spreadsheet. I've also created the ads over here. A responsive search ad is simply navigate here, click on ads. And to create an ad, you click the plus sign and you want to choose the first one, responsive search ad. What a responsive search ad is, is it includes 15 headlines. We're going to build out 15 headlines. And for descriptions, I'm going to copy this information in that I've created. And so we've got 15 headlines. And for descriptions, Google will show two or three headlines at a time and two descriptions at a time. If you remember over here, two headlines, two headlines, two headlines. And then to description, what Google does is that it rotates the different headlines and rotates the different descriptions. And then over time it learns which ones perform the best. So I'm going to create our first ad by copying this over into a headline all the way down the list. Okay, so now we've got the add completely built out. I've copied all of our headlines. Reminder we've got 30 character limit and this includes spaces, 30 characters. I've got the character counter over here. You can only use up to 30 characters in the headlines, and then you can use up to 90 characters in each of the description. So got the descriptions built out pretty close to 90, and I've got the headlines built up, so we'll go down in order. Here's the adds strength indicator. So Google, this is telling us that our adds strength is good. To get to excellent, we would have to add a couple of more popular headlines of the keywords that are in this particular ad group, which is right up here. Google wants us to use some of those keywords in our headlines. I'm going to let, I'm going to let the system learn for a week or two before I make any changes because I'm really happy with all these headlines. So this is a wedding photographer, main campaigns. So these are people that are just looking for local top wedding, but they could be located in Jacksonville surrounding areas or St. Augustine. So this is targeting some of our more general keywords. So the, the headlines here are more general, but they do speak to wedding, not engagement. We will get to the engagement photography later. These are lines that I've pulled from the, from the website. So it has the same vibe in the same tone as the actual website. I'm going to save it from the wedding photographer main ad group from ads. There it is, and it's pending review. Instead of typing in and copying and pasting all of this other information over into each ad individually. There's an easier way. You click this, check that box. All you need to do is click Copy. You go to the next one. This one is going to speak to St. Augustine. You click Paste makes me navigate back to the, back to the actual campaign, but it is already got it checked here. And you click Done paste. And here it is pasted in the wedding St. Augustine ad group. But it speaks more generally versus St. Augustine. What we want to do is click the pencil and it opens the ADA. And the add strength randomly here is excellent in this particular ad, even though it's speaking to St. Augustine. And the very first headline, it's got Jack's based wedding photographer. It's only 45 minutes away from St. Augustine. And since the adds strength is excellent. I could go through these headlines to try to get the ads during from good to excellent by using popular headlines. But the system is already telling me that I already am. And I know that St. Augustine wedding photographer, it's got the checkbox here. That's too many, That's too many characters to add into a headline. It's about 34 characters. So I'm going to leave this alone, goes down and you can just click Save, although I didn't change anything. So I'm going to go through and copy and paste this add into each of these ad groups. And here are the ads. I've copied and pasted everything from the spreadsheet over into each ad group. And then this is, this explains why we've separated out ten different ad groups, five for engagement in five for wedding, because each ad speaks to what is in that ad groups. So the cost and the price in the engagement ad group. Actually the ad speaks to pricing and affordable engagement photos because affordable engagement photographer was too long to fit. One other change that I made is in the wedding ad groups. I've got the traffic going to the homepage because the homepage looks like a wedding. But in the engagement ad group, I've got all of those ads going to the engagement landing page. You can actually scroll over and see these, these columns. You can actually change the columns by clicking that modify and open these up. And you can add different aspects of conversion tracking and different things. You can even move the columns around over here to get them in the right order. One other thing that I don't think I mentioned earlier, let's go into the add in the cost and price engagement ad group. Going down here is the final URL. This display path is not a URL, it is just simply to put in more content to give the searcher a little bit more information on what this ad is about and what this company is about. Over here on the right, you can see them see the ads scrolling through. This is what they look like on a mobile device. And then you can click here on a desktop. You see our ad headlines here. Then the descriptions down here are our call-outs. And then right here are our site links. Jumping back a minute, if you noticed a typo when I was putting in any of our ad extensions, send me a message, I caught it after I stop recording. But this is what an ad looks like on desktop. This is over here on mobile. And then here I've changed all of the, all of the headlines here that speak to wedding. I copied and pasted the ad in here and then I changed it to engagements. So it is very specific to what each ad group is targeting. And you notice the adds strength there. The add strength is starting to populate. We've got one add average, which I'm gonna go back in and change that and edit that one to try to get it to good or excellent. The rest of them are good or excellent. And the last thing to do now is to implement conversion tracking. We start working on implementing conversion tracking next. 10. Conversion Tracking: In this section we're going to cover conversion tracking and specifically tracking a Contact Us form submission into, from analytics over into Google ads. Why is tracking conversions so important? We're starting with a maximize clicks bid strategy, but we want to track our on-page conversions and have that data sent back over to Google ads. And we're going to cover that now because eventually we want to change to maximize conversions bid strategy. And that actually allows Google system to take our conversion data and help feed and show ads to our correct audience that are interested in wedding and engagement photography in Jacksonville. This section is going to include the analytics section and the ads section we go through here. And I'm actually going to show you something that needs to be changed on this particular website and your website. That conversion tracking is very different across many different websites because a website can be built on Word, Press, or Shopify. There are so many different areas that you can build a website on. So it is dependent upon each unique situation in regards to how you handle conversions. And I'm going to show you this particular site. I'm actually going to ask the client to change and I'm going to show you how it works on my particular website. But what we want is a successful form submission. And I filled this out and you click the send message on this particular site. No, I'm not a robot, but thank you so much for reaching out. But the URL you noticed did not change. It's still forward slash contact. I'm going to instruct this client to change this experience, to send a successful form submission to a thank you page. And I'm gonna show you exactly how that works on my website. This is the contact section on my website. And when, uh, somebody when somebody fills out this section, they'd go here to a thank you page where the URL changes. And then from here you copy that. Go to your analytics account, you create a new goal. Down to the bottom, you click Custom, continue. And then I'm going to say photo, just as an example I'm creating, but eventually I'm going to have this client changed to have a successful form submission go-to forward slash, thank dash shoe. So I'm going to title this thank you page. This is a destination down here. Click Continue. You want this to say equals and copy and paste. Thank DSU. You leave these off and you click Save and it drops into SID photo CO, Thank You page. Now over an analytics, we need to import this goal in Google ads. You simply click the tools and settings wrench and go to conversions. And then we want a new conversion action, and we want to import from Google Analytics, google Analytics and continue. And there it is waiting for us. This sometimes takes up to 12 hours to populate in this section. So after you've created it over in Google Analytics, it may not be here yet, so wait overnight 12 hours and come back in here. And it would typically be sitting here waiting for you to simply click the box and import and continue. And it tells us we've imported one goal from analytics successfully. Click done. You can click this View all conversions. And there it is, Sid photo coat. And you know that it has been imported from Google Analytics based on the conversion source. And now we've got conversions successfully tracked from analytics back into Google Ads. Next up, we launched this campaign. 11. Launch + Bonus Material: We've made it to the end and it is time to launch this campaign. The hard work is over now. It's time to see how it all works out in a live environment. We're gonna go through putting in your billing information. If this is a brand new account, you will need to put in your credit card information. We're going to launch this campaign. And I'm also going to go through the three things that you need to look for in the first 30 days to make sure your campaign is running optimally. We are here under all campaigns and make sure that this campaign status is enabled. Comma pause because we've been working in a pause environment up to this point, it's sometimes defaults to enabled. So if you click Enabled paused, you can either click this drop down here and click enable, or you can click into the campaign up to the top. It shows that it's paused. If you do need to add in your credit card information before launching it, please click the tools and settings over here in summary, under the billing column and it'll walk you through adding your credit card. After that's done, all you have to do is hit Enable, and this thing is officially launched. Now a couple of things to watch in the first 30 days. The number one thing is CTR, the click-through rate. This is figured out and computed by dividing the impressions by the clicks. How many times have our ads shown? How many times were they clicked on? If this CTR is above 3%, that's great. In the first 30 days, we want a click-through rate above 3%. If you see one of these ad groups or a couple of these ad groups are lower than 3%, you click into the ad group and let's say it's in the cost and price ad group. And it shows our keywords. Let's say a couple of these keywords are showing click-through rates below 3%. What we want to do is make sure the search terms that people are using and Google is showing our ads to because there is some leniency from Google showing our ads to people that aren't exactly keying in these phrases. So you check the boxes to the left of the keywords and simply click search terms. We're not gonna have any to show because we haven't been running this long enough. So when you go through the search terms, if you see words in here that are not relevant, we need to add them to the negative keyword list. In other words, let's say somebody did a search for savannah. Somebody who just did a search for Savannah. Savannah, Georgia is right up the road from Jacksonville, but our client does not do wedding photography in Savannah. So let's say it was engagement photographer prices in Savannah. And that came up in the search terms, you would take the word Savannah, go back into our negative keyword list here and add it to that negative keyword list. And that's teaching Google that we do not want our ads to show for people that are looking for an engagement photographer in CIA in Savannah. And this is just part of the optimization side of managing a Google Ads Campaign. This concludes the class we're launched. It is live. Thank you so much for taking my course. Please pay attention to the optimization metrics that I just went over for you. And if there's anything in here that you're unsure of, maybe I wasn't particularly clear or you're just confused in a specific area, then please send me a message and I will answer it directly. Hopefully you started as maybe a beginner. And now at this point you are definitely intermediate and we covered some advanced topics as well through this course. So again, thank you very much and happy Google Ads launching.