Learn from an Insider - Google Ads Course from a former Google Employee

1. Google Ads Intro: Hi, my name is Ben mind. I'm the founder of rise marketing group, former Googler, and I've been in the advertising space since 2005. I'm really excited to share a Google ads for beginner course, this updated version, this is my fourth version. Since teaching this and since 2018, I've uploaded data between three or four times. And today we have close to 10,000 students who've taken our course over the years, super excited to share this course. What I'm going to cover are how to set up your Google Ads account for success as well as campaigns. I get into detail of some of the suggestions that Google recommends that I would absolutely avoid because it benefits Google more than any business or a marketer that's implementing these campaigns. I get into how to get a free Google Ads credit. Currently there's a 500-dollar Google ad credit once you spend $500. And then I walked through different types of campaigns, set up how to set up your search campaigns performance max, which is a brand new campaign type that Google rolled out in 2022. I'm display campaigns, video campaigns, and at the end, I actually share my screen and how to optimize and think about optimizing any active accounts. So I hope this is helpful for you. If you have any questions or need to outsource anything, checkout rise marketing group. Our website is rise and MK g.com. But hopefully you can sign up and get some good value of this course. 2. Google Ads - Create Account: Alright, now for our first section, I'm going to walk you through how to create a Google Ads account. Process is very simple and straightforward, but I'm going to share with you, there is a big pitfall that most people will take on less if they really know what to do. And just as a spoiler alert, Google's gonna have you opt into creating an Express account, which is a smart campaigns, which has a very easy way to set up your account, but it just eliminates and slashes so many great opportunities for optimization, right? Correct for conversion tracking. And I'm going to walk you through once you set up your account, how to avoid that pitfall. But stay tuned and let's take a look. Excellent. So now what we're gonna do is I'm going to walk you through how to set up your Google Ads account. So the URL is ads.google.com, pretty straightforward. And then once you're here, couple of things that are gonna know. Oftentimes Google run some really great promotions, not all the time. But if you see something, then that means you can take advantage of in this case, once you spend $500 in ad spend, you can get an additional 500 just on the House of Google. If you go to this page and you don't have a banner up here, sometimes it's just good to Google ads, coupons. And sometimes you'll find out of any coupons out there, make sure it's from a Google site because the other third party sites that would likely have coupons, but they've since expired. But anyways, I don't want to spend too much time on this, but this is awesome if you can get some pretty ad spend. So if you click Start now, you need to have a Gmail account to login or a Google account. Again, real quick, I'll probably have to do some two-factor authentication. Now. I'm going to do a nude ad account. You'll see I have a bunch of counts here just because we own an agency and we have lots of ads account. But in this case, if you likely won't see other AD accounts, but even if you do and if you want to create a new one, you can create a new account. So let's go into, go create a new account and then just fill out your information. So in this case, I'm just going to do a mock account for our agency and we have an advertising agency called Rise marketing group rise MK g.com. Let's let's just let's just fill this out here. So I don't want to link it to our business profile. So say, don't use this. So I'll just say rise marketing group. I'm not going to launch these ads because I already have an account for our agency. But I'm just going to do this just e.g. sake. So you can see our screen putting your website. Very self-explanatory. Yeah. Good, good, good. Looks good. And then from here you'll just put in what you're looking to achieve do are more calls to our more websites or sales. Most people will want bleeds through their website. But if you have a call center, you might just want to focus on calls, but generally speaking, you're probably going to be hitting the second one. So in these other ones, if you have a restaurant and you just want people in your location, there's some separate pathways for that, but I would click the second one. Especially for this training which is more for entry-level getting you set up. I'm going to skip for now on Google Analytics, that's going to be a whole separate course that we can set up. Now, what's happening right here is Google is just going to help guide you through setting up an ad just based off of crawl on your website. This is fine for now as a setup. However, this is not going to be the strategy. Now, I can get into this deeper. You look in the URL right up here for every new account, Google's gonna set up as an Express account. And what that means, It's pretty much Google's way on how to get businesses on their platform to advertise as fast and as quickly and as seamlessly as possible. But under this express setup, it's really not optimized and you're not going to be able to drive a lot of scalable growth because it limits your ability to measure and track appropriately. But unfortunately, we just have to go through these steps, but I'm going to show you how to opt out of expressed later on and you get the full expert mode of Google ads. But until then, follow these prompts. So it's probably been prepopulated bunch of headlines. So within every ad. You see a couple of headlines up to three and then a couple descriptions that's appended under here. And then if you have a phone number, you want to just add this out for your business. So I'm just going to add this right here. This is something that will be changed over time. I'm going to put in a dummy phone number right here. Just to move along the problems. I'm going to skip a lot of these things. You can go through these, but let's just say themed word marketing agency. And then this is important where you want your ads to be served out. Give us a lot of thought and consideration. If be honest with yourself, if you offer a product or service you like anyone in the world combined. But where are your customers or if your customers are regional? I'm based up in New England. Start there because you're already having success there. If you're already having success across the states, great start there. But in the meantime, for this example, it's the United States. The beauty with Google ads, you can set up any type of budget that you want. I like setting up a daily budget and you can even start as low as $10 a month or something like that. And let's just say we want to start off at $10 a month. And obviously if you're a larger business, well anymore than that will increase. So this is where you review this starter information. And then you'd want to create a payments profile, which we can do real quick. And as I fill this out, I'm going to go back to our site just so you don't see our credit card information. And this will just be a quick moment. And once you do set this up, it's just you set up once and that's about it. So you're not going to have to continue to go back and do this. But these are just the steps that's required to get this off the ground. So I'm just entered into my credit card information over here. And that is how Google, you will pay Google. It's through credit card. If you're really big, they'll set you up on it invoicing. But I'm just going to finish the Comps over here. Alright, back to sharing my screen. No feeling. Let's see if that worked out. Okay. Cool Explorer campaign. Now, I am going to pause this section here and just a little bit before we do so because this is we just created your Google Ads account. But I'm going to skip all of this for now. This is very important and I cannot stress this enough. I'll probably say this five times throughout the course. The winning side, as you Google or Google ads and you sign up, it's going to bring you to this Express account. You don't want this. If this is what you're looking at, you don't want this. This is a very dumb down approach. You won't have proper measurement. You don't have the insights that you can share you on the expert platform. And I'm going to teach you how to use the export platform. So you're probably asking how on earth do I get out of this express? Simple, go to settings, switch to expert mode. Let's do this one time. If you see this, you don't want to be here. If you see this in URL Express, you don't want to be or Google Data is a way for businesses to get online as fast as possible and is easy and frictional such as possible. But you're not going to get the level of insights and data that are truly required. So again, go to settings, switch to expert mode. And they're going to say, Oh, watch out. Expert mode is just for marketing pros that need adjustable begins strategy customer Andrew, say yes to everything. Otherwise, you're pretty much giving Google your credit card and hoping for the best. So hit Export mode. And this is gonna load for a moment. Click campaigns. I'm going to pause this campaign because what this is, that was just a, when you see this little magic wand here, that's one of their smart campaigns. There was built an expert mode. Just pause it and you have to pause it right away. Otherwise, it will start spending money. But through this process now we created a Google Ads account. You created Google Ads account under bailing, you have a payment profile if you go to Billings and settings. And this is the platform where you're going to use, where you can create a bunch of awesome campaigns all in expert mode. We don't see that little expressing in the URL where you can create campaigns that are driven to drive sales for e-commerce, website traffic, app promotion. You can do a YouTube campaigns. You can do with just a ton of really good stuff. But I'm going to pause right here because this first section was just to build out your Google Ads account. So I'm going to pause right here and in a bit we're gonna go to the next section. 3. Google Search: Alright, so now we're going to set up search campaigns and for the campaign types. So I have this prioritized over the other ones. Just because with Google Ads, searches that has been the core focus on all their types of advertising. And really that would let Google to be the behemoth that a house band is primarily driven by chance. So I'm going to walk you through how to create a search ad campaign and things to do and things to avoid. Just to help you advertise and reach people who are searching for the products and services that you offer. You Google search. Because a lot of different campaigns that we can create within Google ads. But for this course, I'm going to start off with search ads because since school started allowing advertising on Google, primarily, it's been searched focus and search works really well because you can reach people at the exact moment of intent that they're searching for a product or service that you offer. And then if they see the ad, you don't necessarily pay, you only pay if they click. So let's get started on search. And there's been a lot of updates on search and search ads over the past couple of years. So let's just start off. So pretty straightforward, do plus new campaign. Now this you can say, oh, I'm looking for sales leads or a site traffic. Let's just let's keep it simple. We can just say, I want to do site traffic. As you have conversion events set up, then you can select, Okay, these are the conversion events that I wanted tract to help inform your bid strategy, which I'm going to talk about in a little bit. But that's why, again, it's so imperative that you have this setup. So let's do website traffic and we're gonna continue. This is where we can search, excuse me, pick the campaign type search performance max, which I'm actually going to get into next, display, shopping video discovery. And let's start off with search. And so again, we're gonna be focusing on arise marketing group, which is rise MK g.com. And let's just call this, I want to advertise for, let's say, SEO, search engine optimization. Lead. Reisman offers a variety of services from Google, ads management, SEO, email marketing. But let's just say I want to promote this line of service that we offer SEO. Yeah, we can leave this guide. Now, bidding, What do you want to focus on? This? Again, why conversions set it up is so incredibly important if you're focused on less of website traffic, but more of like meaningful business outcomes. Have it be focused on conversions. I would have that as the standard. Assuming you have conversion tracking set up, if you don't, you're probably going to want to just focus on clicks and have a maximize clicks strategy. But until then, conversions, you can even over time, if you have enough conversion data, you can even say, okay, what's my target CPA? What's the target cost per acquisition? I'm willing to pay $50 per lead or 100 or whatever makes sense. But I would just start off with this gate conversion tracking set up and then have it focused on conversions. Now, here's the next part of the setup, and there's a lot of very important things right here. Where to advertise search network? Yes, including Google Search partners. So that means other, not as popular search engines, but they have an alliance with Google's or we can have ads on their websites. So that sounds good. That includes sites like, I believe AOL is part of it. Target display network. Don't do that. That should be met for a separate campaign. Undo that. That's just opening up your checkbook to Google. If people even use checks anymore or your credit card to Google to just give them some additional ad spend. Locations. In our case where a US, this is also very important under Target. Don't just say presence or interests. So people who have an interest in this country now makes sure that they actually live or are in, are either in or regularly in your targeted areas. If you just have interests. I could be serving ads to people in, let's say Mexico or Canada who might've done a Google search about the someplace in the US. So that doesn't mean that there are local, so just make sure you always include presence for target language, English or all my ads and keyword targeting is going to be an English. Anyhow, you don't even need to set a default because you're only targeting based off of what users are typing in. So if they're bilingual, but there's search in English, that's totally fine. So it doesn't really matter if you're a US targeting, but if you are targeting and other countries, I would target the language that your website is in. This is very interesting. So over time, Google has made it where you can add an audience segments to your search campaigns. So we all know e.g. how Google ads work, you do a search for it, in this case, SEO and ballroom. All these ads come up. And it's all based off of keyword targeting, but they've opened up to then allow you to have additional insights and even additional targeting of who your target audience is. Now this is slightly complex, but I'm going to try to break down as easily as possible. I would definitely add an audience segments that makes sense for your business. So for education, home ownership, that really doesn't mean anything to us. But it maybe if they're in market for I know there's a marketing in here. Under B2B, I believe. Business services. And interested in advertising, I wanna, I wanna give Google that little signal. Hey, Google, just keep in mind people who not only are searching for my keywords, but also are in this audience segment. And you can add in a bunch of other segments, including your own data, which is remarketing lists, which I'll get to at a later time. Or you can even say, yeah, employment status, that's really not be. So let's just say this. Now this is really important. Don't do a targeting. If you do a targeting, your audience is going to be too small because that means, in a second we're going to create our keywords. That means not only do they have to search for the keywords that we're building out, but then they also have to be identified as Google has in-market for this. Generally speaking, that limits our audience. I always start off with observation. And then look at the performance of that audience and see how it doesn't just by adding is observation, google will automatically start to bid on these audiences based off of performance with conversion based bidding. So let's go into more settings at rotation. Prefer best-performing ads, good ad schedule. This is a good one. Sometimes I recommend maybe all days but just showed during hours that makes sense where our users are engaged and ready to make a decision. So maybe it's like 09:00 to 09:00. I just don't want to reach people who can't sleep at night. They're just scrolling aimlessly on their phone. That's not that's not my intention behind this. So definitely add in an ad schedule. And this is just fictional right here. And now we're gonna go to keywords. We can exit. If you add an ER URL, it will give you a bunch of good keywords. But for the keywords you want to be as specific as possible because you're paying for every click, you want to make sure that this inbound traffic is highly relevant to your business. So I'm not going to just target. As I mentioned earlier, this is an integral for SEO, which is search engine optimization, how to help your site rank higher on Google. I'm not going to have it be around like marketing firm, way too generic. You don't know if they're looking for SEO, you don't even know if they have a website, they might be into TV broadcast. So what I want to go for is SEO firms, SEO company, SEO agency, search engine optimization company. And what I'm going to do, which I would recommend all for everyone to do. Use phrase match. What that means. Put your keywords in quotations. And what that tells Google is, it's a really good way of just honing in on specific keywords because you're going to enter in keywords and then Google is going to match that to a real search query out here by putting in a phrase. It will, it will serve to all keywords that have either of these words or synonyms or misspells are like terms within it. So this could show e.g. this could show for best SEO firm or SEO firm, Boston, whatever that might be. And if you don't have the phrase, if you remove this, that's called broad match. And that's going to just map out to anything that Google thinks is relevant, including just like a general marketing firm or digital marketing firm, which you don't want that all search campaigns for the beginner I would just do and phrase match. You can also do what's called exact match, which is in these little funky brackets. Which means your search term has to be this exact phrase here. But that's a little too constructive because people don't necessarily search, like in one or two or three words search queries. It's usually a longer form like best SEO firm for e-commerce, for e-comm. And this one could show because as SEO and then firm in there. So I would just recommend to do phrase match. C. Google's even say, oh, put your keywords, I'm broad match. Don't do that. That's a good way to waste a lot of money. I want to recommend that. Then you're going to put in your URL, be mindful of where you're gonna be paying for traffic for. So if I'm advertising for SEO, I don't want them just to go to my homepage. I want them to go to my SCO page, search engine optimization where it tells all the cool stuff that we can do and reviews and get started today. And then it'll go to the contact form and we even have some nice little pop-ups over here. So make sure you're driving them to a very specific page. A display path is just appendages to display URL. It's just vanity, but add it because it just makes it look better SEO and it's more relevant. Next, add in a bunch of headlines loaded up with headlines. And then Google will rotate between a bunch of different headlines that that's relevant to the search query and they'll perform the best. So rise above the competition. Great, That sounds good. Led by a former Googler, sounds good. Ways we can grow your business at two broad, let's add in heavier. Copy, match the keywords that you're targeting. Because if someone's doing a search for SEO and they're going to want to see, they're only going to click an ad that's relevant to that term. So it's SEO, SEM, SEO agency, and then SEO firm based in Boston or right outside of Boston, but close enough Boston DMA drive more traffic with SEL and then it, you're just going to want to try a bunch of different iterations. You can see Google's going to just rotate and tested bunch of different headlines. Same with descriptions. Have that match the intent of the keyword that you're targeting. So don't do in this case anything about social media management. Talk about Bill, future proof, your business with SEO. A free consultation station for your website. No long-term contracts is solid. Work and results like it. Cool. And then you can add in a bunch of different asset types and what that our site links with site links are links that go deeper into the site. So it could be About Us. And then I believe we have an About Us page. Should do. Learn More of rise marketing. Meet the, meet the team. Actually I don't think he even ever explanation point. And then that'd be about us. Another site link which is deeper into could be services, General Services page, are getting services from PPC, SEO to social. We have you covered final URL and then just load it, added a bunch of these descriptions. I'm going to save. Good, good, good. But there are other asset types that you can have. What these are, as Google said, they do improve your ad performance and make your ad more interactive and relevant. If you have a promotion added, if you have different prices are as varies based off of need. I want to put that they're structured snippets. What these are, are just categories of offerings that you have. So it could be brands that you carry, courses, services. So in this case it could be a Seo. Ppc is social media management. That and then you can do, can even add lead forms to your ad. If in my experience this hasn't, I haven't gotten a lot of leads from it. You do need to have a privacy page on your website, but you can even build out a lead. So instead of clicking to the website, they just fill out a lead form. I personally haven't had a lot of success with it. Call-outs are just now clickable color, it's about your company, so led by a former Googler. No long term commitments. Just anything that's noteworthy that you want to make sure that call, that calls out and you can save that. Let's apply. Beautiful. And then Google will give you recommendations if you need more headlines or more or anything that's different. But necessary example, I'm just kinda walking through how to set this all up. And then let's say, great, This is where you set your daily budget. I'm not going to spend $300 a day. Let's just say I'll spend a day. And that's the beauty with Google. You can pick whatever budget that makes sense for your business. And then if it works, then you just continue to go on. Sorry, I'm going to publish this. Then was back up. I always loved out whenever you're in Google ads, I always click the campaigns that's like my reset home screen. This is your campaign. Again, whenever you create it always defaults to launch. So let's pause that puppy until you're truly ready. Yeah, pause it. And then when you click in, this is the ad group we created. You can rename it SEO. And you see our keywords, search engine optimization company, SEO company. If you want to add more keywords, just add them here, but remember, use phrase match. Haven't been quotations. Don't just go abroad because that's going to kill your campaign. And then you can go to ads rise above the competition. Right now it's under review, then. That's pretty much about it, pretty straightforward. But over time, you're going to build out a bunch of these campaigns. So in our case, we're going to do the same thing, but then we're gonna do it for search engine marketing or PPC, or Google ads management, or email marketing, or social ads, or metta ads, or social media management or creative services. And then you can see for any business that someone has, you shouldn't really have multiple campaigns and as based off of each product line or even service offering that you have. And then over time you're going to see which of these performed bask where you're getting the best, most conversions and best conversions, push budget into those in less than two the poor performing campaigns. So this is overview on how to create your first search campaign. 4. Performance Max: We're going to jump into Google Performance max. Now, this is brand new for this course and pass additions of this course. I did not have this only because it didn't exist. Performance max is a campaign that's geared towards performance as the name would lead to. And by performances means driving business outcomes, whether that sales or leads or whatever is most important for your business. And the beauty of this is, assuming you have a great conversion tracking. You told me, Well what to focus on, what's conversion events and then you upload a bunch of assets in terms of how to copy images, video, and then Google will just start to advertise across all their properties. Search, display, video. I'm shopping for e-commerce to help you get those customers and those leaves after Ray acquisition costs that you're looking for. So let's jump on in. His new with Google Ads is a new type of campaign type that I'm super excited to share with you because I know my last several Google Ads course is this, the feature wasn't available and this is a big one. So what I'm going to cover right now is how to create a performance max campaign, which I would actually recommend every account to create one. And what performance max is, is a campaign type that will allow you to advertise across all of Google's platforms. So when you think about your product, what are Google's platforms? Obviously, you know that you have Google Search, but then you also have YouTube, and you also have Gmail. And there's a lot of great platforms. And what this performance max allows you to do is through good conversion tracking. And again, it all goes back to solid conversion tracking. You can say Google. This is my goal. I want to drive more sign-ups, more, whatever it is. And this is my goal. And then here are a bunch of assets. So images or headlands are descriptions. And then you just say, alright, and here's my budget. Go find these conversions. It works extremely well and I'd recommend pretty much every account to have this. And this is brand new to the Google ecosystem in 2022 and will continue to be a big force in 2023 and beyond. Am I pass courses? Didn't even have a category for this just because it's brand new. But I'm actually putting this right up right after a search text ads because that's how important this is, how to do it. Always recite, go to your campaigns, just click. That, resets it nicely. And then what we're gonna do is go to plus du new campaign. And then as always, pick whatever your campaign objective is. Chances are it's either gonna be sales or leads. So let's just say sales or actually, we'll go back to leads because this is a mock for rise marketing group. And then it's going to say, Okay, you use these conversion goals for your campaigns. Great, That sounds really good. And you can, you can remove these if they don't, if you're not trying to drive these actions. And in this case we are, we're looking for contacts and phone calls. So let's hit Continue. Now, before when we created the search campaign, the campaign type with search. Next we're gonna go to performance max and notice how even Google is prioritizing this. They put this right next to surge. They don't put this as an afterthought and exit discovery ads. They put this right here and there's some really good, There's some really good support articles out there. Even if you do Google, google performance metrics for you guys who want to learn a little bit more of what it is. You can, there's just some helpful information out there. But really, as I target your audiences across all of Google's channels and networks, used machine learning to drive awesome performance gives you a really good insights. And it's really your steering automation with your campaign inputs. So really exciting. So let's go into performance max. And let's say this is going to be rise marketing. Performance max. Always be very clear on the campaign naming conventions. Just so you can refer back to it so you know what, which is what? Let's just say $10 daily. I want to focus on conversions. Great. And click Next. Choose where you want to serve. In this case, united States, your language. I'll leave it as English. That's fine. Let's go two more settings. As I mentioned before, as scheduled is important. I don't want to reach people is they're just trying to fall asleep and they opened up their phone, just killing time. Now I want to reach people when they're actually have a present state of mind. So let's just do it am to 10:00 P.M. see more settings? All of this looks good. You can also consider a sentence says send traffic to most relevant URLs on your site. I usually say Just send traffic to the provided URL. So when we're uploading the assets, we're gonna give specific URLs. You can test the either of these. It depends how much control that you want. If you want to give all control the Google. Google is just going to comb your site and be like, Okay, I think this user should go here. Or if you want to control, you're like no, I just want to drive users to this one or two pages. Then I will do provided URLs are only. Now instead of ad groups, which is how it works in search text ads, they're called an asset groups. Let its asset groups, and so this is the URL. So let's say I want to drive people to instead of SEO, which we did unless one, we're gonna do search engine marketing. And then so what this is, we have a page led by former Grote Google Enterprise Marketing Group. Google ads being dark, dark go and you can have some ads here. And then there's, we have a nice little page here of testimonials and then can start today, which will go to our contact form. So let's say I want to drive people here. And let's say I'm okay to have phone calls. This is disapproved because this isn't a real number. But let's just say for just e.g. sake, then what you can do is you can add a bunch of images. Now. You can upload a bunch of images from your computer or from Drive. You can do from website. Let's just pick, let's see if any of these aren't good. Cool. That's good. Let's say, Yeah, Click in ads and making money and fun. But what you wanna do is you want to upload a bunch of different images and even videos. Um, you know, you could even do see if there's anything on our LinkedIn, nothing there. I'll just kinda pick up a couple of these, just e.g. cool. Logo. Yeah, that's our logo. Good. Video rise marketing group. For anyone who is listening, we now have a YouTube channel. I would definitely encourage all you guys just subscribe to it. That is not it. This is it. Rise marketing group. If you see this, that's it. And we're uploading some really good content. E.g. this was a video on SEO or PPC, which should you consider, should you buy the traffic or should the work to get free organic traffic? But let's search ads, excuse that. Let's say we have a video that we want to that we also want to add here, maybe I'm a promo video or whatever. Search YouTube. Boom. Let's add that fun, fun. And then you upload a bunch of different headlines at when Google tells you to put in a bunch of images, logos, and videos, you just do it. You don't ask questions, you do it. And so headlines, search, ads, Agency, Dr. Fish and grow your business today. Rise marketing group. And then you want I'm not going to fill out all of them. But no long-term contracts are solid work results, such as marketing. And it will pre-populate a bunch of this stuff. And then so what you can see and what's also do a long headline here, rise above the company, Titian search ads. And then so what you can say is, Oh, we business name or as marketing group. You can add in site links which we created these services about, which are links that go deeper. Call the action. Maybe I want to say Learn more. And there's a bunch of different asset types. We talked about this a little bit more on our last time or in the last section. If you have structured snippets or lead form, you can add that. And then so what you're going to see is across all platforms, this is what the ad would look like on YouTube. This is what it would look like on Gmail, e.g. this is what it would look like on search, grow your business day or its marketing group. So chance agency, this is what it would look on displayed. Obviously, these are the assets that I uploaded aren't really the best. Just example sake. And then this is Google's Discovery feed, which is a fancy one, has a phone and as the Google app you just scroll it gives a lot of updates and stories and things like that. And you can have native ads there. This adds strength is poor because I did not put in up to five headlines. I did not put it up. Five long headlines, up to four description. I didn't load this up. But Google will let you know once this is ready. And once it says that you're outside of pore And these are strong, then you go to the next one. Additionally, you can add any signals. So what audience signals are? It's giving a signal. That doesn't mean you're going to target these audience specifically, but it's just to give Google a signal to say, hey, Google checkout this audience. And it could be, it could be interests. So maybe it can be as mentioned, people in market for advertising and marketing services, Google advertising. It could say, you know, if you're 18, you're probably not ready to hire a marketing agency, but maybe if you're 25 to, let's say 64 gray, Let's target. Let's give Google a signal, because Google will not necessarily only serve to this audience, but you're just tipping Google off, like Hey, serve these ads, but just keep in mind, these might be some good audiences that work in Google's going to look at that. There's a bunch of other data that you can add. You can add in new data from your audience manager, which I'll get into actually right now. You can create custom segments which I also like, which could be searched for Google Ad management. You can create a segment for people who have searched. Google ads, will add to AdWords or, or Sir, Search text ads. Google ads. And then we'll share you up here. How many people that you can potentially reach. Obviously, we're not going that we don't have the budget to reach half 1 billion impressions. But you create an awesome segment. And I loved these segments because it's based off of what people searched in the past. You can also upload your data and what that is. If you click into Audience Manager, you can create audience sources. And what that is, is through thorough any of these platforms like Google ads tag or Google Analytics, you can create audiences such as people who have visited your website, but you do need the Google tag on this. I'm not going to get into this into too much detail, but this would be a great signal where you can upload an audience such as such as e-mail list or, or just email list, or if anyone has visited your website in the past, you can connect all this and create some really cool audiences. And that's by just leveraging your data. So taking time steps back, what we're doing is we're uploading a bunch of audience signals of like a Google doesn't explicitly target these people, but watch out for folks, 25, 40 for those who are in market for Google advertising and marketing advertising services. And also those who might have searched on Google for Google ads management. And let's name this audience. Max surge as our DNS signal. Goal is very disclosing performance max campaigns, your ads will be shown to people beyond your selections to find new conversions. So it doesn't mean you have to have it perfect and you're only going to target that. So great, this is good. And now let's go to the next checking for errors here. And give us a little bit of time. Good, good, good, just double-check. Awesome. Now we can publish the campaign. Great. So now what's going to happen is it's under review, completed campaign policy review, one or two days. And then it will say, okay, Next you're going to expect impressions. And impressions are just that your ads are serving. And then next you should start to get conversions. It will give you add strengths, how your ads are doing. And I'm actually going to go back to All Campaigns. I'm going to pause this because they intend me create it just automatically defaults to be in Live. Yep. We're going to pause. Now. What I'm gonna do is I'm going to show you a real life performance max campaign. Just so that way you can see when it's live, what does it actually look like? So give me one moment. And this is the rise marketing account that has real budget associated with this. And as this loads. So as always, I like going home screen, I'd click campaigns. Wants to remove all these segments. Right? And let's just say, let's take a look at blast since August. Awesome. So when we take a look at this one, e.g. Pmax, sure, for performance metrics, I can click into this and I can see what's happening here. So we spent $92. It looks like we had one-person fill up the lead form. And all of these. You can toggle around these. You can say, I don't really care on my watch I spend, let's say I want to focus on clicks, 73 clicks, one-person contacted, that's actually pretty good. So you had one person sign up or submit their information after 73 clicks. That's a better than a 1% conversion rate when you map it back based off of clicks. But then let's see if there's any insights you can toggle through all these. And it might give you some insights. So understand, let's say understand the search term categories, your ad to peer demands and your performance on each category. So obviously if they're searching for our brand, there is some level of search volume, not a lot of insights here. Frankly, it Let's open this up to last 28 days. Okay, cool. So this is a, this is a better one. Indexing high for search keywords around digital marketing agency usaid, digital marketing companies USA, okay. Then I'll say raise your budgets because our ad stopped on busiest days. Alright, not a lot of insights here. But let's just kinda go through finger to auction insights. This is actually more advanced, but it will tell you who were competing against me. Sem rush. And then you have Google. But yeah, overtime as you run more, it's going to give you better insight to which, which search keywords are doing really well for you. You can go into asset groups to make any changes. It'll give you your ad strength in this case is just average, which we want to be above average. But I can make some tweaks to that. But that's, that's a real live performance max campaign and out in the wild. And, and I actually have two different campaigns and you can see how many clicks, how many impressions? What's our click-through rate? What's our average CPC? Because you only pay per-click, that's cost-per-click. I have Google Analytics linked up so I can see what the bounce rate is, the percentage of users who visit, what percentage of them will bounce. And I'm testing against two different audiences, audience signals. So one is actually outperforming. We have one conversion, so that's, that's the clear winner right there. So that's good. So let's go back to this account here. So that is performance metrics. I would definitely recommend this with performance Max if you're e-commerce and you have a product feed link to Google, Google ads. So you need a product feed to Google Merchant Center and then link Google Merchant Center to Google ads. Then this is how you search on Google Shopping. So if I'm looking for run-ins, sneakers, let's say you're a retailer for running sneakers. You have all issues here. I actually have a pair of those super comfortable. And let's say you're an e-commerce retailer, you are going to want to create a Google Merchant Center account and then link that to Google ads. Link Google Merchant Center and by Lincoln that then through performance Max, I know this sounds like a lot. But then you will be able to serve on shopping. And that is how you can serve on shopping when you're e-commerce brand. So to take ten steps back, as you build out your search Kim or your Google Ads campaigns, I would start off with the search ads. Then next I would definitely do performance maximum. As you get these campaigns setup, you can customize these columns to whatever is important for your business. So e.g. it might be Click, clicks, cost impressions, which is how many times your ad reserve. Click-through rate. And let's say conversions cost per conversion, conversion rate. And then over time, you'll be able to say like, oh, alright. This campaign, um, I get a really low cost per click or high engagement and strong conversions. And this one, I'm not getting a lot of conversions. I'm going to put more budget into here. So just click this columns button to modify whatever fields that are most important for you that covers performance max if you do a search ads and performance max. For a beginner, I mean, that's, that's a Lion Chair. In another course I'm going to cover or excuse me, another sectioning and cover over to other different types of or a few other different campaign types. But this would be a really strong start. So I'm going to end this here, and that is how you create a performance max campaign. 5. Display Ads : Next we're going to get into good old-fashioned display ads. Display ads are ads that you see online. So any website or blog that you're visiting, you see those little adds. A lot of those ads are powered by Google's and Google's display network. So if you have a blog or you might want to monetize that same by doing so, you connect it to Google AdSense, which will allow Google advertisers to serve ads on it. And then Google will just take a rev share off of the revenue that they're hurting from. In this case, your website. Display ads are really helpful and valuable. I would prioritize the performance max before you get into any type of display campaign. Because performance metrics includes display ads. And it will be optimized in terms of business outcome. But sometimes you want to have a separate display campaign, whether turning pegs, site visitors, or specific placements or audiences that, you know are important for your business and you want to be in front of them. So let's jump right in. Great. So now I'm going to get into a new type of campaign. And this type of campaign is going to be called just a display campaign. What display campaigns are or is just any type of ads that you see on the Internet that's outside of Google, that is connected to Google's ad exchange. So a great example that I always refer to is New York Times. This is actually one of our clients right here. A lot of online publications, blogs, news outlets. They make money through advertising. And their best type of advertising will be custom sponsorships. But when they don't have those customs sponsorships, they link it to an ad exchange such as the Google ad exchange, where they can sell inventory and then Google. And then in this case, SR times, we will split the revenue that they get per click because they charge per click. So in this, I'm going to share how you can show up on different websites and apps with display banner ads such as this. And this is actually one of our clients right here in pretty awesome ad placement right here, right on the New York Times. So let's go back into our sample account. We're going to create a new campaign. And also, before I do that, just remember if you just set a performance max, that alone will also cover display ads. But if you just wanted a display only campaign where you want to curate the exact placement or audiences, then I would say Create era separate campaign for display. So create steps are pretty simple. Now, with display, it's very different from what's a search, which is high intent and usually focused on sales or leads. Display it same with video. It's very much more brand awareness and reach. So even if you click this Google already say okay, you're looking for brand awareness and reach. Don't do search because that's really not the intention for that searches to capture demand and convert some of that traffic. If you're looking for brand awareness or H, that's really like a display or video plays. So let's just again and your business's website rise and kg.com display brand awareness. That's what we're going to call it. As always. Yep. Got it. Yeah. Exit guide. We're good. Us making sure where you're targeting. Always go to presence that they have to either be irregularly be in that location. You don't want to, in this case, provide services to someone in another country. You don't want to make sure that they're not in another country and occasionally search for things in the US, you want to make sure that they have a presence there. Check your language. I love setting an ad schedules as you probably know by now. So let's do just e.g. ten. Maybe ten to ten. And the last one I did eight to ten. Or account settings devices. All devices is good. We live in a mobile first world. We want to make sure you're on all devices, not just computers or desktops. Let's go next. Budget, let's say $10 a day. What do you want to focus on viewable impressions? I would eat. That could be good. Or there's a couple of things that you can do. So it's saying you could do viewable impressions, which is a good way for just brand awareness. Which viewable impressions is if you go into New York Times and let's see what ad comes up next. If this were your ad, obviously this is the time. It would only owed optimize towards places where people can actually see it. Now, let's say on the bottom of the page that they didn't even scroll down to. So that's a good, good way for awareness. Or you can try to go for our conversions, which display campaigns is a bit harder because you're just showing them a banner ad and you just wanted to expose your message in front of them. Or you can say, how do you want to get conversions? You could even manually set bids of, okay, I'm willing to pay $2 per CPC, But in this case, let's just go with, if this is awareness campaign, just go viewable impressions. And then you can even say viewable CPM, which is short for a cost per 1,000 or cost per thousand impressions. And let's just try a five dollar CPM bid. Cost per impression. The only been giving you an average range so that we're actually on the high side. I is upwards of $3. And then let's add in our targeting. It's very similar to what we did for Pmax. You can add a couple of audiences. One thing I don't like to do, I turn off optimized targeting. I just don't believe it where you are because the purpose of a display or video campaign that you specifically create outside of performance max is you're testing specific audiences. When you do optimize targeting, Google will just show in front of whoever thinks it might have success with, but you don't get that data, then you can add in other other information. I mean, you could even choose specific websites. So let's try New York times.com. See for it to load. I don't know why it's not showing it, but I'll give them other publications. But I know you can definitely advertise on New York Times, but this can be a good way to find an area just to play around with, just see if there's any niche sites that you definitely want to advertise on. So for us, sir, Sir, Search Engine Journal, I know we can add by traffic on this publication. See what it says. Give it a couple more seconds. One more moment. For some reason it's going. But you can just kind of play around to see what websites would be really good. Or specific apps. There's other ways that you can target. That's not, that's not necessarily targeted content. So we did our audiences. You can add additional targeting demographics. So let's say five to 64. Household incomes really good if you sell a product or service that's maybe more for ethylene or more, maybe more for the masses. That's, that's good. You can maybe only serve on specific topics. In this case, I might want to say business and advertising. Then before you know, we have a nice little audience that we created for ourselves and we can go to the next. As before, anytime Google asks you to do something, you just do it. In terms of uploading asset URL. Maybe I just want to do brand awareness to our homepage. So rhizome kg.com, make sure we have that. They're rise marketing group. And there's just all example, but I'm just going to upload a bunch of images. You can even do a video if you wanted to. Add a bunch of headlines. And in remember is led by a former Googler, just remembers all of that. Obviously, I don't want, I would hope that everyone puts a little bit more time into this, but we've done this process before, so I don't want to overdo it. And here our sample ads of what it could look like and not too bad for it, just whipping through something. And they're all automated based off of the assets that you upload, the headlines and images, the the, the copy, and you can see just what it will look like. Not too bad. You didn't have to work with a creative shop to do all this. And now it's checking for errors. Like I have a couple areas on the hands probably because I flew through that sad too fast. You add in a long headline, changes. Let's go next. Campaign review. Publish as a remember or as a reminder. Anytime you publish, the campaigns will be live. So I like to refresh. I would like to go back to All Campaigns screen. I really didn't want to launch a pause. Yeah, no, We're going to pause it. Thanks, Google. And that's it. That's how you can create display. You can even create campaigns that are targeting a specific audience that, that you upload. And you can even turn pass site visitors, um, that's like your own first-party data, which would be your data and then AdWords optimize list or when do you have the Google Ads tag on your website, which I alluded to earlier. If you go to Audience Manager, you can create some really good first-party segments, which you can upload a customer e-mail list, which is awesome. And he actually you don't even need a pixel for that. And you can upload that to target and your display campaign. Or you can say a plus website visitors. And you could say remarketing list and then make a bunch of rules visited this page, this page contain whatever. And let's say we're going to reach out, keep them tight for 90 days. You can create the segment CE, which means they just visit. Our page, says we don't have any numbers just because we don't have the pixel on the site. But within Audience Manager, you can create these great segments. And then within our display campaign, Let's go to audience as a human, audience segments. Browse your data. Website visitors, boom, remarketing list. What I would actually recommend if you are doing a remarketing list to either an e-mail list or a website visitors. I would put that audience and a separate campaign because they're going to perform much differently than just users who just visiting your website and you're gonna probably want a different call to action would be much stronger call-to-action, not just learn more, it's going to be set up today or here's an offer because they've already been to your website. There's on a regular relationship now you want to take their relationship a step further and have them take action. So I would actually create a separate display campaign for remarketing bud. As a reminder, performance metrics, if you upload that audience signal, Google will take that in consideration and that will include some level of remarketing, which is just targeting these other our audiences based off of the performance goals that you give it. So that's why I just leaned on performance max, you don't even need to create all these other campaigns. But I didn't want to give an overview of how to create a display campaign. If you intend to have a super target audience that you want to make sure you show an ad to. And that wraps up our display advertising section. 6. YouTube advertising: Very similar to setting up a display campaign. Now we're going to set ups, video campaigns on how to advertise any video content on YouTube. Youtube is a great play for driving awareness or brand consideration. It's definitely not the place for last plague conversions and drive me an immediate leads and immediate sales only because people are watching the video and to distract them to then go to your website and then transact off that website. It's asking a ton. But video is a great way to get users engaged with your brand and just hearing your story with, with video, which includes sight, sound, and motion. So with that, let's talk about how to set up a video campaign, but only set up a video campaign if you're really looking to for just brand awareness and brand exposure type of campaign that we're going to create. And this is likely going to be the last campaign that we're going to create is gonna be a video campaign. Now a video campaigns purpose is to show ads more likely than not on YouTube. So when you're watching some of her best work Taylor Swift video, or if you're going back to school before you suddenly, however it is, you'll see ads such as these. Grant money to quickly similar ads and it's to iterate it audience architecturally irrelevant. Now, I will say is before on the display section. If you have a performance max campaign and you're looking for a specific outcomes like leads or sales. If you upload videos in this, Google's going to take care of that for you and trying to find relevant audiences for your business on video. So you don't necessarily have to do that, but I do want to cover this because there are a lot of advertisers that say, Hey, yes, performance max is good, but I want to intentionally use YouTube ads and target a specific audience because it's important for my branches to get out there and really make sure that I have solid reach. So in this case I might do brand and reach. And let's say video displayed before we did display. This is, gives you good ideas. Video reach campaigns get more reach for your budget with bumper ads, skippable in-stream ads, or a non skippable in-stream ads. Skippable in-stream ads are those ads that you see that after three or 5 s, you can skip it. If you skip it, you don't pay Google anything. Or non skippable is, I believe 15 s long. And then bumper ads are just 6 s assets. This is New. Reach our audiences while they're listening to YouTube with the audio base ads, I'm pretty sure this was rolled out over the past year or so. Then they'll say, alright, let's awesome. You can also do an add sequence. This is more advanced where you can say by showing your ads in a particular sequence where he could do a full long term, long form a ad, and then maybe shorter ads with bumper ads. But let's not get too into the weeds here because this is more for the beginner. And let's say we're gonna go for efficient reach, reach more users at a lower cost with bumper ads skippable and stream, or a mix of both types. So that sounds good. And you can play around with these. If you're looking for brand products and brand consideration, the options are gonna be different. So follow Google's guide of what you're looking to do. But generally, if you're looking for a video that's more of our brand awareness. So let's go through in these settings and we're going to find very similar to display, very similar to performance max. Setup is pretty straightforward. So putting a campaign name, video, ads, rise marketing group. Excellent. This case we're going to target a CPM, which is cost per thousand impressions. And it should give us a range. And let's say, I like to do budgets by Daly and now to campaign total networks. I usually don't like to have video partners on display network. So that's like if Your New York Times had a video and then we can have an ad on it. I usually just like to focus on just YouTube. If I'm gonna do video ads, locations, English. This is really good because there's a lot of content out there on YouTube. In some you may not want to have your add-on. So e.g. a, content not labeled, which means you don't know if it's gonna be a mature content or what. I usually have that chart. Probably check mature audiences. I mean, if there's a lot of content out there that's for 17 and older that you may not be wanting to be associated with. Uncheck that maybe you don't want to be on. Any videos were around like teen or maybe live streaming videos because you don't know what that content is gonna be about. So there's a lot of good safety measures here just to make sure that your brand is going to be aligned. And you can even do expanded and inventory, which just opens it up to everything. I wouldn't recommend that standard, which is good or even limited, what you can do, just like keep it really clean. And if your brand sensitive, That's not a bad idea to go. You can add a related videos to your video to help increase engagement. I wouldn't focus too much on that. But it shows a related video next year. And I just four more experience devices are just pretty much do everything. If you don't want to be on TV screens, you don't have to. But if it's for awareness, why not? Frequency campaign? This is good. What that is, is how many times per week or day or month you want to reach a user? I would say no more than five times per week because you don't want it to hit them up too much. Ad schedule. Do you know me? Let's just say ten. I don't want to be serving in the middle of the night. They're going to forget it in the morning. And then this is all the same thing that we reviewed earlier. You put in your demographics. You can put in audience segments. So usually if I'm doing any remarketing or to keep that separately, but just e.g. sake, we could do so your data. So let's do remarketing lists, pass site visitors. You could do. In market for advertising and marketing. You upload your video. Let's do raise murkier eating group. Youtube. Just wanted to start a business. The red channel, this is an old channel, bars, if that's our channel. So let's say this video is all about outsourcing digital marketing. Should you outsource it? Where should you keep it in house and manage it yourself or share to your team? Do it. This video is way too long. You should keep a video. I wouldn't promote this in this format of an add. Any edge should be 30 s or less. People have short attention spans. There's no way they're going to watch a five-minute add. And that's why Google saying like longer than 3 min red alert. Red alert. But I just said this because I that's an asset that I have readily available. And let's say I want to take them to our website. Display URL, outsource, digit, digital marketing display urologist vanity URL. But this is the site that we're going to drive it too. Ad a creation, that's that. A bid, let's say $5 CPM. It should give me estimates potentially sometimes to, to do. All right, sounds good. Let's create the campaign. Good, it's ready. Then go back out and go back to All Campaigns. I like just the screens better. I'm going to pause it. And that's it. Super easy. And then now as you can see, this is our original campaign. I'm going to delete when we, Google's pushing us to that smart campaign setup. But I'm just removing that. This is now we have a search campaign targeting on that you'd serve on google.com and their network of keywords hurting people who are looking for SEO. Our ads are very relevant to that. We have a performance max campaign which I love, which can serve across search, YouTube display shopping. If you link up, create a Google Merchant Center account, which holds all your product information that you link it to Google ads, display campaign targeting a specific audience, video ads campaign. So it's great. And then over time, what I'm going to want to do is add in a bunch of different metrics. And maybe also to know what's our average CPC, otherwise known as cost per clicks. And since we're doing, you can customize the column because if you're doing, Let's see video campaigns or display campaigns, you might want to see something a little bit different. So I'm just kinda go through this just to see if there's anything else that I want. Yeah. I'd say Views. I don't know how many people viewed my video. How many people play this video and until 25, 50, 7,500%. You can even add, if you link up. It's not showing me right here, but if you link up google Analytics, you can see what they're doing any website in terms of the bounce rate, average session duration, things like that. So that way when you're evaluating performance, all these campaigns are running. You can say, oh wow, searches really good. I'm getting a lot of conversions and compared to performance max, I want to put more budget here or the other way around, or maybe video ads. You're probably not gonna get a lot of conversions because it's really a focus on brand awareness. And you're okay with that because you're looking at other metrics such as how many views am I getting? How, what percentage of the video are they playing? Two. And same with display campaigns. It could be. It's more awareness. So you're not, you know, you're probably not going to get a lot of conversions, but how many people you're reaching. And you can really customize this. And it's important to understand where the goal for each campaign search performance max, That's conversions, That's calls and sales. These other campaigns is much more higher funnel or mid funnel just to build up your brand awareness. So those are some of the main campaigns that you can create in Google, all updated to for late 2022 and into 2023. Because Google has made a lot of changes and it's important just to keep up with everything. So I'm going to end this section right now. But now you know how to create a video campaign and it's very similar to display campaigns. And last note on video is, is you can link up your, let's go to linked accounts tools. Linked accounts can link up your YouTube account. So that way you can get some really nice analytics there. You can link up Google Analytics. So any of your site traffic campaigns, so you can see it get extra insights there, just a lot at your disposal that you can do. But this is just a great introductory set up for some of these campaigns. 7. Reviewing and optimizing a live account: The last section of this is, I'm going to walk you through our ad account for rice marketing group, for our agency now our clients because that's proprietary to them. But for our agency just so that way you can see as we have a live at account, how do I approach these different campaigns? How to make decisions to optimize what data points to and look at what columns do I look at it? Where should I look at? So within this, within this sum section, I'm going to just walk you through just how do I approach the optimization, which I hope will help you take from your account, from initial setup to then successful ongoing management to help you improve the performance month over month, quarter over after corner campaigns on Google. And this could be search campaigns, performance mags, video display, you name it. I wanted to show you an active account just to walk through how you should be managing this. So it's one thing to set up a campaign that you think is going to be in the setup best for success. Then the next thing comes is like, well, how do I manage this? And this is just gonna be a quick tutorial. A couple of things that I take a look at, obviously to master it takes many, many, many hours. But I am going to call it some things that I look at our accounts on a very frequent basis now to recommend clients to do so. So our students to do so. Now in this case, so rise marketing group is our agency. I can show you clients of ours because that's their data and information, but I will share just a small Google Ads account that we have for rise marketing group. So let's just go to all campaigns timeframe within the last, let's say since October 1. So a bunch of campaigns of these are coupled display campaigns. This was a video ad that I created. We have some good performance max campaigns to. And what's unique about them is each one has a different audience signal that we talked about in the past. This is a remarketing campaigns. So display campaign targeting pests site visitors, which is just great for awareness and remind people who've been to our site to think about coming back and checking this out. And then we have SEO, SEM, outsource, marketing and social media management. And these are search campaigns and you can tell what type of campaign, if it's got a little magnifying glasses or search. If it looks like a website, those are display ads. Video is a little recorder or camcorder, and then Pmax, it's all algorithmically run. So they have some nice little squiggly lines, some data lines. Anyhow, let's get into it. So one of the first things I do is just take a look at where are we getting our conversions from. So right now, let's just take a look at Alvernia name on campaigns just to keep it simple. It looks like we have two campaigns that actually drove a conversion. So SEO, we spent $100 close to it and we got a conversion or a lead. Cost-per-click is high, but that makes sense. It's super competitive. Click-through rates are decent, 1.3, 3.11 clicks. And we got to leave. And then another one, performance max. We also got to lead, but we only paid $59 for it. So of all the campaigns, these are the best. And then when I take a look at some of these other campaigns like this display campaign, we were, we spent a couple of hundred dollars, zero leads. So I'm actually going to pause this right now. This is a display campaign. We spent 42, no leads and no conversions. But I'm okay with that because you never know like the next clip could then be a conversion and then it can be a top performer. So what I'm going to do is these are our top two campaigns. So let's just increase budget a little bit on those two means are all daily budgets. That's how I set up the campaigns. That's usually how I like it. Yeah. This is I think this is pretty good and this is just something over time, you know, you're gonna be optimizing towards conversion events. And that's just one thing you want to do is feed the winners. And if something isn't performing, either cut it, cut the daily budget, or just turn off completely. Now you never want to pre, prematurely pause the campaign because as I mentioned, like this one, spend $42 no conversions, that's fine. But I just wanted to pause it. I don't know what the next click is going to bring up the next plague, brought it into conversion. Then that's one of our top performing campaign. So in this case, I would want this to spend at least $100. And if it's still didn't get a conversion, that's like, okay, well, maybe, maybe we should move on. Another thing. Since I have Google Analytics linked up, you can customize your columns to include metrics from Google Analytics, which is really helpful because you can see how our users, what do they do it on their site. And no surprise. Our bounce rate for our search campaign for SEO is the lowest and bounce rate is just the percentage of people who just visited the one-page and then leave the site. And you wanted to low bounce rate. We have a high average session duration in terms of seconds, 57 strong pages per session, almost two pages per session. So it's not surprising this campaign got the conversion because this site analytics look really good. And that's another thing to optimize towards even before you get that conversion. If the traffic you're paying for is spending a lot of time on your site. That's a sign that it's qualified. Same with performance max. This is actually doing decent 75% bounce rate. 32 s per user. Cpc is super low, so that's great. Remarketing so much. I'm still going to keep it because this is just a good campaign to follow people around the web who has been to have been to our website. Social media management, hanging in there. I wouldn't be surprised if we get a conversion. And sometime, soon, this display campaign, this campaign I'm actually targeting, Let's take a peek. Go to content placements. Because with display campaigns, you can target so many different things. Let's take a peek. I am just targeting specific business website, so entrepreneur.com, business journals, small business trends, business journals, Boston. And let's go back to this. How am I doing? Balance or it's super high, average session duration low. So I'm going to pause it. I know I said earlier I want to keep this guy and based off of conversions, but if I see a super high bounce rate and they're just leaving our site, I don't think it's gonna be fruitful. So let's pause that. I'm also going to pause this campaign because the bounce rate is high, super low average session duration. So There you go. I pause a bunch of things. So what you would then want to do is feed the winners. Maybe I might even add more budget here. But then also, also what you may want to consider is of the campaigns that pause creates a new campaigns and then test those against the winter and then keep this process going until you get a really nice system where you can get some pretty efficient traffic. So that's just how I look at general management. Another thing that's super critical to look at four-year search campaigns. So let's go to search campaigns. And then what you can do is go to, Let's just click one of these. You can go to a search. Let's see here. Let's go into, click into place and say, these are the keywords I'm targeting to SEO agencies, search engine optimization. If you go to search terms, these are the actual search queries that someone typed into Google that mapped to our search keywords. And as you can see, they're all pretty irrelevant because as I mentioned in the tutorial, I'm using the phrase match, which means each of these words has to be within the search query. It feels broad match, it could map out to a bunch of just random search terms. But it has to include these root keywords or synonyms or closer iterations of these or misspellings. So looking at your search term is gonna be a key to making sure you're paying for quality traffic. And when I take a look at the last month, SEO agency Boston great SEO company, Boston good SEO service, great SEO tech company. Look, I'll keep it because technical SEO is part of SEO home services SEO. Sure. The Boston e-commerce that these are all great. But let's try to find a bad keyword. I mean, these all look really good. Top SEO agencies. Okay, here we go. Etsy, someone wants to do SEO and Etsy say which super hard to do. I didn't want to get into that or fiber and they're looking for it. Just a cheap outsource product from someone in another country. I don't want to knock fiber, but generally speaking, you get what you pay for riffraff out though. So let's say, I don't want to show up for these types of search terms. What you can do within this campaign or ad group. You can say, I want to negate fiber. I also wanted to gate Etsy. I put this in parentheses, and instead of targeting these keywords, it will negatively target them. So we won't show for Etsy, we're not going to show for fiber, anything like that in for this ad group or you can do it the campaign level. Further. You can even do a count list that's shared at the account level. And let's see what I have here and free hiring job openings. Yeah, that's all good. Um, but you can also add in these here and then it would cover all of your campaigns. You can say Apply, yeah, it's applied to all of it. And then that way you don't have to do it for every campaign. So I call this a fun, this earlier on in this match into a bunch of hiring type keywords. And that's not the intent behind this campaign looking for clients. So I wanted to negate anyone who's looking for Boston SEO agency hiring or things like that. So that's another thing I would definitely look at. And I would almost look at this daily, especially when you start your campaigns. Assuming you have conversion tracking and you should absolutely have conversion tracking set up, always look at real meaningful conversions that are coming through your website and making sure you have the right bid strategies. So right now it looks like a lot of our search campaigns are on a maximize clicks, but strategy which isn't bad just to get started. But as we're getting conversions, you know what, I'm going to change it, change the bid strategy to not be as focused on clicks. And I can have it be more focused on conversion events. So let's let good old Google Ads wake up and smell the coffee and load this page. And it's hung up on something. So let's, I'm gonna change this to conversions because really that's what I want. So let's change that campaign to conversions. And another campaign that you gotta conversion within this past month. I think this is already set at 0 performance max is always focused on conversions. So not surprisingly that did well. It's focusing on the campaign specific goals maximize conversions. I have a targeted cpa of 20, which is probably a little too limiting. I'm going to open that up because it looks like based on the data, our top performing campaigns have a 50 dollar cost per lead or 75. So I'm going to give it some breathing room. Because sometimes if you have two Targeted of a goal of saying, let's say, or e-commerce shop, you're like Great. Maximize conversions but focused on a target CPA or target conversion of $3. That's just insane. Goebbels going to realize it can't deliver to that. And then they campaign spend will be less and less until it just stopped serving. So that's good. Another thing, always customize your columns to what makes sense. I like these cost average CPC click through eight clicks, impressions, conversions, view based conversions. So for any one who saw a display ad but didn't click, but then ultimately viewed, That's great. Then I like to have these Google Analytics metrics. Another thing that I would definitely look at is the recommendations tab. These are recommendations coming directly from Google. Now, huge caveat. Understand who is sharing these recommendations? Google sharing these recommendations. Google's number one priority is Google. And that's just what it is. They're publicly traded company and they need to grow. So some of the recommendations aren't going to be in line with your number one goal which is growing your business. So some, some of these recommendations are good. Some of these understand who is giving you this recommendations? Not a third party, it's not Ben or someone that rise marketing group. It's Google. Not surprisingly, most of the campaigns, they're just saying, Oh, raise your budgets. Hold tight. If actually these two campaigns or budget constraint, but I was just looking at them. They're actually our poorest performing campaigns based on conversions. So there's no way I'm going to increase budgets. Google is just looking for you to spend more. Upload customer match list, good. So these are how you can upload first-party data into Google, improve your performance max asset groups get more conversion by adding or improving your assets. Because some of your performance mandates, asset groups have an add strength below excellent. So you can view and then adding more Add Assets. That's good. If there's a tag issue, absolutely. Anything unrelated That's usually good at St. legs to your ads, it looks like we only have two, so that's a good one. Expand your reach with Google Search partners. I think right now we're just targeting google.com. That's fine. Display extension recommended because some of your search campaigns have unspent budget that can benefit from x 0, display expansion. Don't do this. You should never have a search campaign also target serving as a display ad. No way, no how I'm not gonna do that. Lead Jen farm. Okay. Maybe Google Ads Editor only if you're advanced and know how to do that. Optimized targeting, I usually don't like to do that. That's expanding your audience targeted and Google just find people they think may convert, but you don't know who even you're reaching. Bid more efficiently with maximize conversions, just change that into campaigns, or at least one campaign. Improve responsive search ads. Okay, that's good. But this is just, hopefully this isn't too boring, but this is just ways that you can just kinda go through this anytime that they're asking you to maybe add new keywords and make sure they're not on broad match. Usually any type of ad recommendations are good measurement or recommendations are usually good. Budget. Always be wary of that because again, understand who is sharing this with you. This is Google. Google's best interests is not always your best interests even though if they seem like a great company. And it is, I worked there for four years. But understand just where this information is coming from. So this is how I would look at this and I would look at this. When you just launch campaign every day, every day, maybe not the weekends or sometimes on the weekends if you're really into this. And then maybe then once you get a good handle on it than every other day and then every three days and then every four days and keep it at that. I wouldn't do anything less than that because things can change. If you just keep this cadence, you're gonna get some pretty efficient campaigns and if you keep on learning. So hopefully this little section is helpful just to understand how I would look at optimizing campaign that's currently running. 8. Google Ads Closing: Thanks so much for taking this course. I hope this was very valuable. As you can see, it has been sharing my screen and went right into the content of how to set up Google ads for success. Now, if anyone who took the course still need support, contact us at rise marketing group. Our website is rise MK g.com. Happy to have that conversation to see how we can support your efforts. Thank you.