The ONLY Google Ads Course You Need | Hands on Google Ads & PPC Course For 2024 | Google Ads Mastery

1. Welcome to the Google Ads Masterclass: Thank you for choosing me. All the other course creators on this platform is extremely grateful and I promise you, you will have the best course you've ever taken so far in this year. How can I be so confident? Because I've put months into this specific course and I'm giving you all the knowledge that I have from all the years that I've been running ads for big clients like Kandula, new balance, Coca-Cola, and all the big brands that you can ever imagined. I've been working in the one of the most successful digital marketing agencies, and I've worked in five to six different digital marketing agencies so far in my career that I will give you all the strategies from beginners to advanced level strategies that you need to learn. We will start slowly and we will wrap them up a little bit as we go along, you will learn all the Google Ads, campaign types that you need to learn to increase brand awareness, make more sales dry more leads, increase your conversion value from those sales. And you will learn to get high-quality leads from your advertising budget. You will learn all the exact steps that agencies use to run ads for their big clients. Like I said, Coca-Cola can della a new balance. All the big property businesses in all around the world. So I'm really excited to share all my knowledge which you, if you have any questions along the way, please do not hesitate to ask me through the messages section and you will get your questions answered right away by me personally. So you are satisfied and I am happy at the end of this, take care and let's jump in. 2. Google ads navigation: Are we doing Everybody now let's get into navigate to Google Ads interface and then we'll start learning every single thing on Google Ads. So we will be a Google Ads master. Let's go. So first thing is Google Ads. So we're going to type here. So there's really critical thing guys, by the way, if you know how to navigate to Google Ads, you can skip this part. So the thing that I want to show you is critical. All right, before we sign in, I want to show you this guys, there's $600 that you can claim after spending. This is really important. So my students, they usually spend, they think they're going to get the money right before they spend. Actually, that's not the case. You will get the money after you spend 600 bucks. So if you don't have 600 bucks, spend it guys. That's really important that whilst we started nowadays, the most important thing is we need to switch the expert known because all the information that you're going to find online will be an expert mode. Alright? Now, here, as you can see, they will guide you through the process. But as you can see, there's one little thing. Are you a professional marketer? Switch to expert mode? That's the click that I want you to make. I want you to click to expert mode. That way we will see all the options that we can see. But here with what Google suggests us, we want, we won't be able to have that much wiggle room in terms of finding options, optimizing stuff. That's what we don't want. While we want is having the most room and we're going to switch the expert mode. Bam. Alright, we are in the good All google interface. Now we have all the options that we need and we can start making money by running as profitable Ads to our Store or to regenerate leads, we can call them. So it depends, we're going to cover what we need to, what is our main goal in terms of running a campaign? Create a campaign, but we just want to navigate to our main Google Ads. Let's do one box. So don't, don't worry about stress about too much. They, they're not going to spend anything. Alright, so save and continue that. I just want to skip this part so we can go to our main good or section that we can see everything. Alright, we're going to feel these are pretty quickly guys. We're going to fill the credit card info and so on and so forth real quick, but we're not going to run this campaign. I just want you to seal, see the real interface. I just want to submit alright, Explorer campaign. We are all down. They are using a different interface guys. This is quiet, normal. They're changing it all the time. So what we wanna do is we just want to pause this campaign and we can just cancel the campaign, remove the campaign period. Alright, perfect Guys. Now your credit card is in and you can start making money. Or if you want to run ads for your clients, you can either do couple of things. You can have an MCC account, which is a manager account that I will show you how to set up as well. Or you just want to learn the platform first, or you want to run clients ad accounts. You can do so by requesting access of the clients. And then you can get your ad account like your clients credit card will be in there. So you go in there and run the Ads yourself or the client pays you. And then you run the ads from your own credit card or the company credit card. And this was the navigation hope this was clear. Let me know. If you can't navigate to this part of the Google Ads, then you will have to just walk around and then delete the campaign. You're not going to spend anything, guys, don't worry about it. Take care 3. Google ads business goals: Hey everybody, now we're going to cover your business goals first. Because a lot of people, there's a big confusion in digital marketing world as a person who's been working in digital marketing agencies in the last ten years, especially in Melbourne, London, istanbul, like all the multinational, worked in startups are more to multinational agencies. And I've seen some patterns. The patterns are, there are some people who run ads are making a huge mistake for small business owners. And I've seen this many, many, many, many times in my career. And I want to make sure you don't fall into that. The pitfall that you don't, you don't make the same mistakes that a lot of business owners, lot of marketers in the agencies make. So I want you want to save you from making that mistake. So I want a build this little thing up. So I want to divide which campaigns should be used, in which categories and what should be your objective. So guys, there are two categories. There are three buttons. I'm talking about a different category. One, either you're running ads for your business or to your running ads for clients. There are two categories. Alright? So if you want to be a digital marketer, you, if you want to be a PPC, Google Ads specialists, then you taken that course, you make, you made a really good decision. But in this case you fall into, you want to run ads for other people category, right? So in this case, so let's cover the first one. You are running ads for your business. If you're running ads for your business, there is only one thing that you need and that is you draw, you need to drive sales and leads for your business. Don't worry about traffic, don't, don't worry about reach and awareness. Because your main objective is to get cash into your business. How we can do that? You can do that by getting leads or getting sales. Or traffic doesn't pay the bills richer way Miss doesn't pay the bills. So if you want to work in an agency, you will see a lot of business owners come in and they will say, Yeah, we want to get traffic. Because if there are big companies, they will say, Yeah, we need to show the board to. They have meetings, the marketing teams have meetings with CEOs and the board and stuff. They want to show the increase in website traffic, for instance, because they have outside VC fonts, we see venture capitalists fonts. If that's the case, you will say, Okay, if our main objective is traffic, I am going to build the whole campaign according to that. That's critical. So if they say, We don't, we don't really care about the sales and leads because maybe they're like $1 million billion-dollar company. And then you go to them and say, okay, if, if the main objective of what you care is reach unique pupil, unique impressions on Google Ads interface. And it will say, okay, and my objective is reaching awareness. That's critical. So you're only wrote about reaching awareness and traffic if the client's main objective is reached and awareness, other than that, unless they say it, certainly, you always go with sales and leads because that's what's going to pay the bills. 90% of the time businesses will come to you and their main goal is sales leads. Sales leads. So that's why I want you to focus on sales and leads. So your main objective is going to be sales and leads. If you go off to traffic, your main objective is traffic. The client doesn't specify that you're going to lose that client because traffic objective is not tangible, It's called vanity metric. Wanted to metric doesn't mean anything, doesn't quite too much. It's nothing. I mean, alright, so let's cover which campaign types in Google Ads you can use on their each circumstances. So sales and leads. You do Search campaigns, you do Performance Max Campaigns. We're going to cover each platform how you can do run ads, create Campaigns, so on and so forth. Video Ads. I don't really suggests that, but for leads, you can do that. And YouTube Ads, Discovery, good for leads. And Shopping Ads. Shopping Ads. Alright, hope this was clear. Now we're jumping onto the traffic. For traffic. If you want to get cheap traffic, this play is your first go-to Display. You can get traffic which Shopping, but displays the best. You can still do Shopping. You can still do Search. You can still do YouTube. You can still do Discovery. But I don't suggest doing Performance Max, if you goal is traffic, go with Discovery Campaigns, go with Display Campaign, you will get the lowest cost per click, lower CPC. Reach and awareness. If your goal is reaching awareness and don't even worry about Search Campaigns. Go after it. Display. Don't even bother with searching, Shopping. Go after YouTube. That's about it. If your goal is reached and awareness, that's about it, Display and YouTube. So that's the overarching strategy that we can look at. And since we got this, I will get into what certain metrics mean. And how can we optimize those little, little metrics that we can focus on? Then we will jump into google interface and we will start creating Campaigns, optimizing Campaigns. And it will be amazing guys, I'm so excited and I'm really thankful that you've taken your time and invest it in this course and you will not be disappointed. Take care 4. Google Ads Targeting: Hey everybody, How are you doing? Now we're going to cover google Ads targeting how you can target people. So there are two ways, two main ways. The first one is gonna be keywords, the second one is going to be audience targeting. So you might know that Google is really popular with Keyword Targeting. And we're going to delve into those two generally. And then we're going to expand upon each. And then with all this knowledge, we will be able to launch a successful campaign. Because without this, like if you go to YouTube for instance, they're gonna go in straight away and you don't know why they're doing certain things, but I don't want that. I don't want you to memorize one way of doing things. I want you to know all the possible options. That's why this course could have been literally a one-hour course. I can just set up one campaign in each campaign type. It will be done in over with, but I want you to like, I want to make it super detailed so, you know why we're doing things? What are the available options? So if you get a digital marketing job, you know what you're talking about when the person who's going to hire you, what the **** he knows what he's talking about. Or if you have your own business, you have the perfect capability to make sure that your business thrives. Alright, let's move on. I just got lost for us to let me just put myself back up top. Thank you for waiting guys and girls. Alright, so here we have types of Targeting. Now we're going to start here. So Keyword Targeting, we have, we're going to dive deep in this, in the next module, we have three types of Keyword Targeting and force search campaigns. Please forget this. Forget this for Search campaign. Why? Let's say you are selling. Let's say you, you have a defense lawyer kinda thing you're targeting, right? And let's say a person is looking for a defense lawyer from his son's phone, then his son is aged 18-24, but you excluded 18 to 24 here. Your service is not gonna be available for that mom searching for, right. I don't want you to be narrow. I don't want your campaign to be narrowed down because if it's a Search based campaign, the whole Keyword thing is going to do its job. So I don't want you to get too involved with this because you're gonna get here and there may be ten bucks, 20 bucks worth of invalid clicks. People do research, let's say a person, a kid who wants to be a lawyer searching it comes to your website, that's gonna be one-click. But there's another option. This is a subject to debate by the way. So you know what I'm talking about? Let's say a mom literally looking for defense lawyer, but she somehow forget as foreigners charging uses a Sans font sizes registered in google interface as an 18-year-old and your ad will not show up for her. Maybe she is the person who's going to buy purchased service, right? I don't want that to happen. So excuse me. I don't want you to search campaigns go straight into as we're going to cover it. Once we set up the campaign, always go after keywords only. You can use. There is a place to use it, but I don't want you to worry about too much. In some unusual cases you can like exclude, include certain stuff. So there's broad match, broad match. I'm going to cover broad matches like let's say you type a keyword then as a lawyer. And it can trigger, Let's say, the government, for instance, kinda, kinda related but also not that related. We have a specific set of set of budget and we don't want our keyword to show for someone searching for government, right? That's why I'd also just using broad match phrase match is actually pretty good phrase match is closely related. Let's say you type a lawyer, attorney might pop up. Let's say you type in defense attorney as a keyword. The person looking for differs attorney in Melbourne, and that will pop up, defense attorney in New York, that will pop up, right. So it is, you can add a word at the beginning and at the end of your keyword. And if it is closely related, it will still triggered that keyword exact match. However, that has to be exact synonym or, or maybe small misspellings in the verb itself. Let's say you're typing government, but you forgot to type them all in the government and it will still pop off. Your keyword will still trigger that Search. So those are the three keyword types that we're going to target. We're also going to use key, negative keywords. Then I will cover next. Let's come to audience targeting. The keyword is specifically for Search Ads. Other than Search ads, we have bunch of stuff guys like we have Performance Max and medial Discovery, a lot of stuff and all of that Shopping app, all these other sections fall into this category. Audience targeting category. So in Audience Targeting, we have to set categories. One is really important. Age, gender, household income, and parental status. Parental status. They have a kid age this much. They have a son aged this this, this. They have four kids or something. Household income. Are they at the top 1%, top 10%, 25%. It is really important if you're selling real estate. So if you're selling $10 million, mentioned, you don't want to target people at the bottom 50 per cent. So gender is also really important if you are targeting, I mean like a Brower, something you want to target a woman. And age is also important, but there's also undefined people by Google, let's say they're not signed into Google. Google is not gonna be able to detect them. So you have the option to select or deselect the undefined which I personally select them as well. So they might fall into my category, audience segments. This is the other part, which is the juicy part. Juicy. In marketer audiences, they are about to buy something, right? You type in golf club. There they are about to buy a golf club. But let's say affinity audience. On the other hand, it's a soft interests. They're interested in golf. So if you are selling a golf club, if you choose affinity audience, they're kinda interested in golf, playing golf, but not really about to buy a golf club, but in-market golf club, there are about to buy it. So this is gonna give you more return on your investment. This is gonna give you less return on your investments. So let's come to life events. Live. Events are sun-like about to move. So they're about to do something graduation, creating a business, or some sort of life event that is happening soon. In this case, those are really lucrative audiences, but they're big incisors. So let's say they're opening up a business. Maybe you have a text service, then you can target them high ROI. So live events is specific period of time. Your data segments, this is basically remarketing guys were targeting people who visited our side or edit to cart or lend on the blending page, or did something on our website and we're retargeting, then we have that option. We have combined segments. This is critical, not a lot of marketers do use this combined segment created and, or type of scenario, which is, let's say, I want them to be in market for golf, but I want to exclude people who play basketball for some reason. And I also want them to be interested in. Law firms are some, this is random, but if you have some sort of logic in that, use it. Let's say I want people interested in real estate, but a lot of real estate dealers are gonna be falling into that category. So you exclude pupils with professions of real estate agents or real estate lawyers. And you exclude those people. If you do that you are targeting will be super precise and you're not gonna be wasting any money. That's really important guys. This is, yeah, you can use end or you can combine life events in market affinity. Remark that you can combine a lot of stuff in combined segments. So you can use it later on with Discovery P Max Campaigns and so on and so forth. Custom segments is really interesting. Custom segments you can combine keywords and you can combine people who visited certain type of websites. Let's say in Australia we have cars. What was that? Cars.com dot a year or something. Car sales.com. They're really popular, said maybe gum tree, gum tree. People sell stuff on gamme to secondhand sales, right? Let's say you target people who's selling second-hand stuff on. Maybe you target people who are on gun-free, spending time on gantry. Then those people you might think might be selling some sort of secondhand goods. And then maybe if you have, let's say a secondhand shop or something, you target them, right? That, that might be a smart idea, but you have to come up with your business strategy we're going to cover once we build the campaign and you can select interests, keywords, people who visit certain websites, those can be interesting. So as I said, you can use the custom segments, interests and keywords. You can type in the keywords and say people with the purchase intentions or people just kinda like that. Alright, That wasn't guys hope you have a general idea of how we can target on Google Ads platform, how we can target people. Hope that was clear. Now we're gonna get deep in the key Audience Targeting a little bit. I will explain a little bit in-depth, explaining, explaining a lot of more detailed explanation. So you will have no doubt. And then I'm really excited for the getting into building that campaign. I'm super excited guys hope you are gaining a ton of Valley. If you're getting gaining Sowell you please don't forget to give me your honest review under the course section. Take care 5. Google Ads Audience Targeting: We are going to go in a, create, a mock campaign, but just to see the audiences. So first of all, we're going to say new campaign. That by the way, that's how you create a new campaign. Create a goals without guidance, leads to Display and see what we got in terms of audiences are. And let's just skip this part. I just want to take you through the audience has Alright? So we're going to worry about the Targeting later on. Alright, this is the campaign section. And let's do one box. Alright, targeting. So now it is time for us to add targeting here. So as I said, audiences on certain campaign types, they're gonna be certain different. So for instance, we have topics and placements for Display Campaign. On certain campaigns, we don't have that. Alright, That's sits under the audience, by the way, Let's start with audience segments. Audience segments. Alright, so let's say we are selling socks to 25 to 40, 18 to 35 years old people. Funny sucks, right? That's, that's our gig. That's what, that's what we're doing in an online e-commerce store. So if you click on Browse, you will see the sections that we covered in the previous section. If you'll look at on your right-hand side, you can see the available impressions and your estimated weekly reach and results, commercials and all that, so on and so forth. By the way, if you don't have enough data, if this is a brand new campaign that you're creating, you're not going to see convergence here is you can see average CPAs are available. But if you have already an account that let's say you inherited a client's account and they have bunch of all results commercial sales. You will see a commercial that is not when unavailable. You will see an average CPA and so on and so forth. You have some data in terms of what is sitting here. Alright, let's start with demographics, guys, shall we? Alright, let's say, so as I said, we're targeting people who are 25, 18, 35. We're selling some funny sucks, right? So think about this. Do are they, are those people parents? I guess not. I would say they're not parents, so I'm not selecting anything here. Marital status. They're probably single. There may be no relationship. They're less likely to get married until 35. Let's say we are targeting Australia in different countries, the marriage is maybe a little less, but a lot of people are getting married little later. Alright. Highest level of education. It could be anything. I'm not selecting anything. Home-ownership status. I'm not selecting anything here. Doesn't mean anything. They could be renters, they could be homeowners. I can not know that. Right? But if our product is little expensive, maybe way more expensive than the rest we might go after homeowners. There could be a different strategy. So these are all sets. So Neil, now we've gone back. By the way, this is going to be plus end, not, sorry, this is gonna be or not end. So if you want to do end, I mean like they have to be this plus they have to be this. We want to go to combine segments. So let's say affinity. As I said, affinity is kind of interests that I don't want that kind of interests in audience because they, they aren't going to waste my money in market and life events. So in-market, while we have, we have a lot of stuff in in-market, apparel, accessories. Those are great. Let's look our vehicles. Look at this motor vehicles, auto repair, baby products, beauty, personal care, that a lot of stuff, skincare products, anti-aging, let's say business services. So these are all in-market guys. These are all about to happen. Signage, food services, advertising marketing services. So there are literally actively looking for advertising marketing services. So payroll services, they're actively looking dating services. They're actively looking for dating services, financial services, they actively looking for it. So as you can see, we have a lot of stuff that we can play with Google is extremely really detailed in terms of finding those specific audiences. That's it. That's why I love Google so much. But in our case, since we're selling find a SOX, we're going to target people in the apparel section. So active, we're not really backpacks, not really. I always not really formula where not really handbags, not really. Hats. Nope. Nope, nope. Men's apparel can be one thing. Shoes, socks bound. That's what I want to target. As, as you can see, guys, once I clicked on it, it increased since last updates. So this is a great sign that we're not doing. Or if you want to be really specific, I suggest you target them in separate adverbs. I will show you the structure, how you should structure your campaigns. For instance, if you chunk everything in, let's say anymore it could in market for socks, in market for everything. And then you throw in some remarketing in the same ad group What will happen is you won't be able to determine what is working in what is not working. I'll will show you the structure when we come to the Display Campaign Setup. But in this case, what we want to do is I want just, I just want you to see the types of audiences that is available for us to target. Alright, so what else we have? Usually I don't I don't put it in here like in one single ad group. I separate them. So we have a better understanding of market. The socks are working, not working really well. Maybe people in relationships are selling really good. Maybe they're buying is a gift or so on and so forth. Alright, so let's go back. We saw, let's look at life events. We haven't seen live events here. Business creation. So there are about to create a business college graduation, job change, marriage, moving, purchasing a home, maybe we have a mortgage service. We offered that, retirement, maybe a gift package like in minsky in it and some other stuff in it for frequent power something. But in this case, this doesn't really serve our products. For data segments are and maybe we segments, as I said, it's almost retargeting. We want to say all converters, you can import those from Google Analytics. But here all visitors, for instance, like I want to target people who also visited my store. Bam, you can't do that. And let's go back. We have custom audience segments and combine audience segments. Let's look at cost them. So let's create a custom audience for this. So this has caused them, as you guys remember from the previous section, we can target people who visited certain websites, or we can target some keywords you custom segments, funny socks, right? So we know what, what did this is. So we go down, Let's save funny socks. So we have two options. People with any of these interests or purchase intention, this is critical. Or people who search for it are these terms on Google. So this can be a simple search, or that person is about to buy, which is more likely to give you a purchase, of course, the first one. So you want to go after this. But as I said, the more narrow view get, the estimated audience size is gonna be smaller. So if you have a huge budget that you have to spend, goal with this one. But if you are spending your own money, go with purchase intention. Funny socks. Socks. Socks. Let's see what men's ankle socks. So they give you the suggestions here as well, which is cool. Ladies ankle socks, sport socks, not really. Fond socks, Pac-Man socks. If you have stuff like that. Cotton socks, if it is made of a heart out of cotton. Casual socks. Socks as a gift, gifts socks. So you type that in a, you will see an overall average audience segments. So you can see it is 57 per cent female, age 25 to 34, which what we're targeting is you can see guys, it is non parents. Usually our guess was correct here. 70% of them are non parents. And maybe we also want to include people who visited certain websites. What can it be? Let's say, Let's go for a competitor here, suck. I'm happy socks. Alright, this is a big brand, I reckon, in Australia. Alright, let's maybe we want to target people who are visiting this website. We're going to just type that URL in bell. And then it is going to give us the estimated results. And also you can do, you can see our impression just jumped to 10 million to 50 million. They have quite a bit of website visitors here. Alright, so we are unhappy with that. And also you can do put bunch of different websites, our customers segments plus happy socks website. It is good to separate them, as I said, but I'm just showing you for the sake of it. And then we have a save option here, right? So we have our estimated audience, 1,010 million to 50 million minimum. It suggests this 5 million if you want to create a custom segment and just target that don't go below 5 million. But of course, if you live in, in a small country, maybe like Slovakia, Slovenia, and you don't have that many people. Of course, it is going to be lower than that. And save, alright, I'm pretty happy with this. This could be it, but let's look at what other options we have We have combined audience segments, as I said. So we can do end and or type of Targeting. Lets do combined. Let's say I want to target people in appearance. Could speak. Apparel, payroll. Let's see. We want to see that in market audience or just in case we just making this Targeting up meso peer. Alright, I want to target people who are in man's apparel. But I want to exclude people who dress really formal suits or something maybe because that's a different target persona. You have to think that way. You maybe like that person is really formal, Willie suited up, shirt and tie, going to nine to five. But the other person is more like working in casual jobs like a Barton and the restaurant and so forth. Suits, business attire, formal work where? So if you let it yeah, weird in a really good job here. So we're targeting a big audience, but we're excluding these little things. So this is a great way to narrow down and tune your audience in a little bit, combined, but exclude formal wear, bound. So I'm really happy with this. Maybe we say create and bam, you can target that as well. So this is combined exclude formula where Perfect. So this could be our Targeting wet, but did you notice something we haven't done demographic targeting. So we're going to say ad targeting demographics. We can also do Keyword Targeting. But as I said, Keyword Targeting like to use it in specifically for Search Campaigns. Alright, let's look at our demographics. So as we see, our main audience is not that male dominance. So that could be a factor that a lot of girls are buying that for their girlfriends is a gift because it's so overpriced because that could be a thick. So I'm not going to specifically focus on one thing. I'm just going to open it up for male, female and unknown for H. So we want to specifically narrowed the age down because we exactly know who is our target persona. So I'm just excluding that. I'm keeping the unknown. As I said, I want to keep the unknown in here because there are a lot of people who are not signed into their Google accounts, but they're still in that age range. So I'm Targeting people, non parents. That is critical, but I'm keeping the unknown on. So as I said, but here, household income, I definitely don't want to narrow it down too much. Maybe as I said, if you're selling your super high-end products, you can narrow it with real estate. I'd definitely keep top top 30. But if you're not selling of a high good, which is the socks, which is maybe like ranging from 20 bucks to maybe 70 bucks. You still don't want to narrow it down too much. Depends on the country, of course. So I'm really happy with this type of Targeting. On Display Targeting. We have placements on YouTube also, we have placement targeting. I will show that as well really quickly. But on, for instance, Google search, you don't have that option. On Google search, you don't have placements. I will cover that when we come to creation, but these are the main target things that you need to focus on in terms of audience targeting, those are the bread and butter. So the topics and the website placements are going to have a really small, tiny bit of audiences that you can sprinkle in on top of the existing ones. So after this, we're going to cover the Keyword Targeting. Get ready for it 6. Google Ads Keyword Targeting: All right, boys and girls, how you doing? Let's get into the keyword targeting specifically and let's delve deep in. Alright, this is gonna be critical. You're going to ask me why this is critical, Jim, let me show you why this is going to be the most single, most important thing in Search campaign. So it's Search campaign. We're going to show up. Let's come to Google. So let's say we are showing up. We are searching for, Let's say toolbox, right? We are searching for toolbox. Alright, no, nothing on this Shopping Campaign showed up. Marketing Agency less Search. So this is a search term, not a keyword. So this is critical for you to understand guys, marketing agency is a search term and this search term is triggering some keywords. Those keywords are in other people's google interface. So we're going to put keywords. Those keywords are going to be triggered, triggered by certain search terms. So as you can see, there's one, There's one top of the absolute top of the page, top of the page, top off the page, top of the page. This is the first organic results. The ones that are about the first organic results is you can see it's a sparser are top of the page results. So this is the absolute top of the page for this specific search though. For this specific search, maybe we type in Melbourne. Something different comes up is you can see something different comes up for each specific search term. Maybe they're not covering this specific term. In other one is more. Maybe they have a bigger budget, maybe they have a better ad relevance. Maybe they have the melbourne term in there, landing page and Google things, it's more relevant. So those are the factors that play in shaping up the first page, but that's what I want you to know. This is a search term and search term is triggering certain keywords in the interface. So what are we going to do? So in the ad group, in the ad group itself, we are going to play around with the keywords and I will show you what they mean. So as you can see there keywords in one ad group, I will show you what they mean when I'm setting up the campaign. So I just want you to know the keyword terms, differences. So here we have a starting social media marketing agency. And there is a little brackets is you can see quotation mark, sorry now brackets. So these quotation marks makes it a phrase match with the phrase match. So this is my Search keyword. And when a person is so, for instance, says, starting social media marketing agency today, or if they put a word after or before this keyword, it will still trigger my specific keyword. So these quotation marks are actually working that way. So if you put a quotation mark before and after a simple term, it will work isn't, this term will not be interfered any word in the middle. So you cannot put something in the middle. If they search like that, involve trigger my keyword. My Ads won't show. But if they put something after this, for instance, agency, if they search for something, agency free, right? If they search like that, my Ads will show up. Why? Because it appeared before this. Or maybe three, starting social media marketing agency before, before my keyword, it will still trigger that. I hope you get it now. If you don't get it, please shoot me a message in the course. By the way, if you're enjoying this so far, please give me an honest down will help me a lot, a lot of more people, I'm putting tens of hundreds of hours into this, creating this course. A lot of people and will benefit from this. Thank you so much. Let's get back to it. So as I said, maybe this also B is being triggered when a specific are keyword is also, also has a synonym. Let's say what does that mean starting your social media marketing agency. What does that social media marketing agencies, also known as digital marketing agency. So if someone's search, searches, starting digital marketing agency now, will it turn or not? Yes, it will trigger white because it's a synonym and they put a now at the end of my search term. So what happens if I make it an exact match? So to make it an exact match, you will put the brackets in like this, BAM, this like hard brackets. If you put that, what EPA is now. If they if they search, starting social media marketing agency now Will it, will it triggered know? Because Exact Match has to be exactly as it is. But as I said, if there's a synonym, it will still trigger that. Let's say starting a digital marketing agency is a synonym. It will still trigger that keyword. But this keyword type, match type when it is exact match when there's brackets, hard brackets in the beginning and at the end. This doesn't allow any were to come before and after the keyword. This is really strong if you want to be really specific and not waste any time and budget, you want to start with these ones. So if you start with these ones, Let's see. If I type in. Let's say if you want to add new keywords will come in here. If you don't want to spend too much money, for instance, you don't want to trigger irrelevant search terms by people. Let's say if you type in agency, agency is not that clear guys, there can be a lot of synonyms for agency and they're a lot of it. This will be only triggered. Your ads will only show if a person searches for agency, that's about it. Nothing else. But if a person, let's say if you type as a keyword, marketing agency, BEM. So if this is one keyword, by the way, you can put tons of keywords on the one ad group. That's okay, but I'm just showing you the match that. So let's see if you type in marketing agency we in the brackets. So this is exact match. If you type that in with the exact hard brackets, what will happen is if someone searches for social media marketing agency, you are ad will not show up. If someone searches. Best marketing agencies in Australia or New York or London, it won't show up. Why? Because we are using an exact match. So let's say we turn this into a phrase match. What happens now, if someone searches for social media marketing agency in melbourne, this might show up. Someone searches for digital marketing agency. London. This might show up, is someone searches for best marketing agency, cheap. This might show up. So there's before and after new keywords are coming in. So what happens if you go broad? Broad meaning you don't use nothing. You just save it as this. If you use broad keyword, this will trigger a lot of different search terms that Google thinks it is kind of relevant. I'm using kind of relevance. So usually I don't suggest you use broad match because with broad match, you're going to see tons of unrelated keywords. Unrelated search starts triggering you. For instance, you write marketing agency. You might see search terms such as beauty agency or like modelling agency or TV show. Modelling agencies might even trigger this because Google thinks that is relevant. You don't want that to happen. Maybe there's specific was searching for an address. Let's say tomorrow agency in cram. All right. If they specifically search for that address, you will still show up. Irrelevant, but it will still show up. That's why I don't suggest you you'd broad match. Don't use broad match too much and go with exact match. See how it is going for a couple of days and then you make a decision. So these are the phrase matches I've used for awhile. I will show you what type of search terms they triggered. So I will say all time. And then, alright, so it didn't get any clicks. That also was just a small test I conducted. So these are the keywords, right? So if I go to search terms, what will see is what triggered those keywords. So look at this guys. Look at this. How to open social media marketing agency. How to open social media marketing agencies? I didn't have a keyword like that. So if even phrase match can work as they add something like how to open. There's, Let's take a look. I used a lot of, by the way, I used exact match. Exact match also works as a close variant. How to do SEMMA for instance, they think this has kind of synonym of it, right? So let's look at other examples. Bop, bop, bop. Alright, how to start at seven me. Let's look at the keywords first. Alright, let's look at the Search Keywords. Alright, so we have a phrase matches. You can see phrase match, as you know, works as if you put a word and at the end, it might still trigger it and it can come up with synonyms as well. So let's take a look at what type of search term it triggered. Alright, let's go search terms and we want to find the phrase match here. Alright, phrase match. What was it, how to start in SEMMA, right? How to start freelance social media management. Phrase match, puts, have to in before and also used a synonym. What is a synonym of SMA? Freelance social media management. So google thinks it's a synonym. They put it so it can be broader. That's why I suggest go with exact matches. You can see best SEMMA course, SEMMA, agency costs, those are all synonyms. Nothing coming before and after. Broad match could be anything guys, if you're maybe only doing marketing agency work, their social media marketing agency. And someone is selling a course, which can trigger that. Someone is looking, looking for a course, my tree or agency keyword. So that's why I suggest you stick with specifically exact matches and phrase matches. First of all, start with exact match. So let's, Those are two ad groups and group your keywords and topics in different ad groups. So each ad group will have a specific ad is under, underneath it. And then those ads will be shown to specific search terms, right? So I will show you the complete structure, but as you know, there is exact match, just going over it. Exact match is just like you put hard brackets. Phrase match. Is this. You put quotation marks at the end of your keyword and broad match, you put nothing. Okay? So exact match, this will trigger the synonym. This will trigger synonym plus there is a verb at the, at the end and in the beginning, broad match could be anything. So stay away from broad match. I hope that was clear. Now let's move on to the structure of your search campaign. 7. Search account structure Udemy: Let's get into the search campaign. How should it be a structured, alright, so there is a one setup that you can use right away and there is an example which we're going to cover. So the first one, there are two campaigns, but there's no limit. You can create four different Campaigns. Five different campaigns are some instances I have 1015 campaigns are some big budget clients. So I specifically target certain keywords, certain concepts in different Campaigns. And of course this is only Search guys, but the rest will follow the same structure. But we're covering Search now. For now once we jump onto Display and so on and so forth, we will cover the rest. In Campaign want. We have one ad group and honored his ad group. We are using either phrase veg or exact match. So usually what I tend to do is let's say I have one service here, maybe, yeah, while service, underneath that, there is a service related keywords and there's another aspect of that specific key, specific service. Let's say there's near me. I usually put near me here, for instance, you can use a different way of people searching. I will show you one tool that how many people are searching, how many people are searching on specific keywords and so on and so forth. So on their wind keyword, don't have a limit. You can put wonky wanted keyword only, or you can put 15 keywords. Like it is totally up to you. If you're going to use exact match, you make sure you cover all of the possible search terms people do. If you're not sure and you want to spend a little bit to gather some data. You can also do phrase match in ad group 200, the same campaign. We're going to have, as I said, five to ten or maybe one. Totally depends. I usually put like five to ten different keywords, exact matches, and under each ad group, we're going to have one ad. So before. Now we're in, I mean, like before the iOS 14 updates it was in there was this extended extended Search Ads, which was they were not giving you a lot of options. So you had four different spots to write your Ads. And that white people had to write different Ads to find which one was performing the best. And google introduced responsive Search Ads, which is actually, you have bunch of stuff, like bunch of spots and you can chunk and bunch of stuff in there as well. So people can write in up to 12 to 13 keywords and Google optimizes towards it to see which one performs best. And then once they have enough data, they will usually push the ones that is best performing. So that's why I tend to put a one to two Max Ads, separate Ads. So that way, google can optimize itself in and of itself. I don't usually play around too much with creating different Ads. If I really want to know something for sure, maybe if, let's say I keep everything constant and I want to mid-late say tests only first headline and which one? Which word brings me more sales, right? Like maybe I put the pricing or instead of that, I put like cheap, instead of setting the price, I don't want to see which one in terms of consumer psychology, which one it tracks mouse clicks or something? Customers, if I want to conduct the test, I might put two to three different Ads, but usually I go with one at each ad. What you want to do is you want to stop all the keywords here in the Ads headlights. So that way, google thinks this is relevant and Google will push your ad relevance quality score up and also tried to have that in your description. In the ad group is the same campaign to is not a must. If you're starting really small and you want to test, you're good to, Your good to go with one campaign to start with. And you can have separate ad groups. There'll be, still be fine. But the main goal of creating different Campaigns is, so let's say you put a five-box here. So sorry, you put a five bucks. And why campaign to spend in a day? If this is really competitive, this is getting most of the traffic. Google will spend most of the money and ad group one and ad group two will not get the most traffic. So if you're familiar with Facebook ads, it is literally like ad set budget optimization. I started campaign budget optimization. So in this case, you have no control where the money is spent. So if that's the case, if you think one keyword, you look, you looked at your keyword research and if you're campaign goals, you set the budget on campaign level. So you set the budget, let's say ten bucks, 20 bucks, whatever it is. And if these keywords are super competitive, this might eat all the budget up, right? If you don't want that to happen, take this ad group, put it in a different at different campaign. So you don't have to have that. So in this rent a car example, what I had is I put rent a car and rent a car near me. So I'm I did this just show you this structure up there, but What I would also do is if I'm dealing with a really, really small budget, really small budget, what I would do is split this into two different campaigns. So I will have three different campaigns and total. So instead of me putting their two ad groups on the wind Campaign, which is Rent-A-Car campaign. Instead of that, I will have rent-a-car campaign, Rent-A-Car near me campaign, brand name campaign, competitor list campaign. So with that structure, I'm sure, I'm 100% sure this keywords are gonna be, gonna be a lot more traffic for these keywords that these keywords, because how many people are searching for rent a car, and how many people are searching rent a car and specific location suburb, right? Rent-a-car locations lead to car suburb because that's suburb. There might be like maybe like 15,000 people. But if you've people searching for rent, a car might be 100,000. So this might eat your budget pretty fast. That's the reason. Will decrease the budget here a little bit and put this in a different campaign with a smaller budget. But in this case, I, because I'm using exact, exact matches the amount of clicks that I'm going to get these not gonna be too much. If I were to use phrase match, I would definitely put this in a different campaign. The reason being is, as I said, if you use a, you have to use a campaign budget and then Google will spend whichever takes the most clicks and it They until your ad spend is done. Then I will cover this structure. In this case, I'm using exact match and my budget pretty much is gonna be enough. So I'm not gonna be targeting the whole city and Targeting suburb and Aaron Aaron that suburb under this one, rent-a-car open rent-a-car price. So these are really general terms. That's why I put them under one ad group rent-a-car related terms. And under Edwin, Edwin, I made sure I put all the keywords in headlines. So I have one headline, mindset car, I had one headline, car rental. I have one headline, rent a car open and one headline rent a car price. Maybe if you want to make sense with the headlight, this doesn't make sense, but you can say, rent a car, affordable prices or something. So Google will still think it's relevant. So always try to include these words in one headline. Then have a one headline again. How one headline again. So in this one we have a specific location-related ad group. So I put all the keywords, they rent a car near me. You can literally put that in your headline and say rent-a-car near you, or rhetoric or near me. It doesn't matter. Once people see that. If whatever people's search matches whatever they see, double-click it, I conducted a test on it. The literally the first thing they see, if that's the first headline, they, the chests of them clicking is going to increase Car Rental name. You can put that doesn't matter if you put this, it will still work. Your quality score won't decrease that much. Rent-a-car locations, rent-a-car, top location, maybe you can say in your headline, put that into headland car rental top location and put the name of the summer car rental, put the name of the summer car Car Rental near, put the name of the suburb. And you do those things in the headline. And Brandon competitor, if you're super new, don't bother with competitor, but that's a good structure to work with Y. So now you're going to go after competitors. So let's say my competitors car rental name is Gerry's car rental. I will put Gerry's car rental hear maybe my other competitor is Elise car rentals. Alright, so I'm going to target those people, but I cannot put their, put those keywords in my ad. So they might sue me, right? But a lot of businesses have a way to get around that. How can they get around it is, let's say if it's super general term, the best car rent, if if the brand name is the best car rental, you literally can't put that. But if it's like specific Gerry's car rental, they can do nothing. So people actually get a certification from Google and not a certification, but just like get, get, get that branded names so you cannot use their exact brand name from google. It I think submit a paper, something from Google and then once you get your paper bag, you have your brand name so they can use the cannot use the exact thing. Anyways. That's one thing. As I said, I don't suggest you do that and your conversion rate is gonna be a little small. But if in case if you show up above your competitors with this strategy, you're going to steal, steal customers from them. So that's why it's a good strategy. But if your budget is really small, don't spend much time on it. Brand name is essential. If your SEO game is not strong and if you have a really general brand name like the best car rental or melbourne car rental or something. You're not going to show up if your SEO game is not strong, SEO is Search Engine Optimization. So in this case, we want to make sure people who know our brand, maybe why a social media wire, friends and family. For somehow, maybe they saw a video ad from us on YouTube. Maybe they saw some other different Facebook ad from us and they search their brand name. And if someone else's rent a car shows up, they're going to click on that, right? That's why we want to cover our brand name. And on our website, we're going to have bunch of our brand name, which is let's say marks, rent a car are relevancy score will be the highest compared to our competitors. In this case, relevancy score will be really low. So we have, we have to pay a little bit more to be about our competitors, who their brand is, literally, their brand name is on their website all over the place. But in this case, our brand name will be all over our website. So if it's like, what did we say? Williams. Williams rent-a-car. Mac mark marks, rent-a-car, I think we said if you do that, marks rent-a-car marks, read ticker and marks, rental car rental marks rental car rental or Samsung. If you put all those keywords in your headline and it will be present on your website as well. Your quality score would be ten out of ten. In this case, you call this color with twaddle 10.1 out of ten. So you have to pay a little bit more. That's why if you have a small budget, don't use that strategy. Always have brand-name. Cover your brand terms, your cause, your competitors, if they're bigger than you're spending more, they're going to be bidding on your brand terms. If you're super new in terms of business-wise, you don't have to worry about that too much. You just go off to the broader terms, what exact matches and that will be there will be your guideline. I will attach this. As I said, the only tweak that you need to have is if you have a really, really small budget. If you have a really, really small budget, have this rent-a-car in a different campaign. Rent a car near me in a totally different campaign. And if you have something come to your mind, maybe you can put that in a different campaign as well. So in that way, you manage micromanage, how much each Campaigns Spence, otherwise, you will spend everything here. Maybe these are terms that is going to convert better, right? You won't have any idea to see that. So that's the structure for search terms you want to cover. See you in the next one. We're going to cover some Bidding Strategies and jump into the Campaigns 8. Google Search Ads Bidding Strategies: Have you doing we're going to cover Google Ads. Search specifically Search bidding strategies. So you can use, these bidding strategies will be available at different campaign times. But if we're Search, these are gonna be the main ones that we're going to use around. Let's start right away when we are setting or a Search Campaign, the most important thing if the account is brand new, it is an account that we just created in the first video of this course, we created a brand new, if it is a brand new account and there's no conversion action, which means you haven't gotten any sales in Elites previously from Google Ads. You need to start with many or CPC. Why? Because Google is going to want to push you to start with maximize conversion value or maximize clicks, which is, this should be here, maximize clicks. But you don't want to do that. Why? Let me explain. Google wants to spend, Google wants you to spend as much money as possible. There are business and their main revenue driver is Google Ads. Google Adsense or adverts. In previous terms it was Edward. They changed it to Google Ads. The main reason, if you know google Ads adverse, you are in all the headlight, took it because it was it changes names to all the time. Anyways, let's get back to the point. Many or CPC you set the maximum amount you want to pay per-click. That's critical. So if you set I want to pay, I don't want to pay no more than $1 for that specific keyword. If you say that Google is, there's no way google is going to spend more than that per Khiva. But if you go with maximize commercial value, google will want to optimize towards convergence. Google doesn't have any commercials in that account. So there's no way for Google to find that path. It's like you are taking business advice from a person who hasn't launched at a business. Like how the **** he's going to teach you something, right? So that's literally exact same thing. Or maybe you are haunting. You're like digging goal in the desert and someone tells you, yeah, I haven't done it before, but I hope you will find one. So it doesn't make sense, right? So what you wanna do in this case is you want to manually conservatively start small your bidding and you increase it slowly. Let me show you what I mean by this. So we're going to jump in. So if you're account is brand new, if there's no convergence, always start with many or CPC. And you will understand why this is also generating clicks. But once you get enough conversion, so what we're gonna do, we're going to switch that to maximize commercials. Maximize clicks is doable. Some people say that they start with maximize clicks to get as much clicks as possible, but you end up paying more per-click. So that's why we're going to avoid that enhance CPC. I will tell you what it is. It is a many or CPC and you set the bid, let's say I wouldn't want to pay more than one bucks. But if you have a commercial data in the account, google will think. If I think if google thinks that a person is likely to purchase your product, they're going to up the bit, little bit. So it has CPC is that so they enhance your bid if they think that person is going to buy your product, maximize. Commercial value should be how care first maximize convergence is pretty self-explanatory. They want to maximize the number of conversions, maximize, maximize commercial Meli is little bit different. Let's say you are selling two products, one iPhone case, one iPhone. But each of them are purchases. If you go with maximize conversion, they will probably try to push the phone case. But if you want, if you select the bidding strategy of maximize conversion value, they probably tried to push iPhone because if they sell one, I found it will be worth like, I don't know, 100 iPhone cases read. So that's the main thing. Target return on ads spent it is for, again, e-commerce stores. So they want to increase your return on ad spend. You set a target, let's say your current role as is like two bucks. So you need a pass theta. That's what I mean. If you don't have past data, this is not going to work like you literally throw your money the throwing spaghetti on the wall, right? In this case, if, let's say you have previous data, you have to rho S, Let's say target, return on asset, return on ad spend. And you set it to three, and it will slowly work up. If you set it to ten, google will try to find the perfect customer which you will not get any impressions. Uv don't want that. And target cost per acquisition. More action. In this case, you can find it on target cost per acquisition wants people talk about target CPA. Some people refer to as acquisition, some people referred to as action. This is really good for lead generation. So if you have, let's say, 15, 20 leads per campaign in a month, you start to incorporate target CPA after maximize commercial. So what it will look like is start with many or CPC Get some leads, get to that point that you drive 15 to 20 liters per campaign. Or if you still want to get to that point that you cannot increase the budget, you just want to play around with it. Per month. Whole account 20 converges, okay. As well. So you switched your target CPA, but at that point your actual CPA cost per action will be, let's say, course for your cost to acquire a customer has elite, is let's say 20 bucks. So you set a target CPA for 15 bucks. What is this? So there's a number that I set. You will see this in the description here. What you will follow, as I said, this structure, Menil CPC maximize conversion and that target CPA or many or CPC maximize conversion, then maximize commercial value will move the ranks up as you go along Targeting pressure share. I don't really suggest this. We covered in the terms the metrics target impression share is the percentage of you being shown compared to your competitors, right? So if your numbers like 50% and you want to update, you can up that tried to set that target impression share, but it doesn't guarantee you to get more leads or commercials or so on and so forth. So will not care if the, even if they think, if the Google algorithm thinks that person is not going to convert, they will still show your ad. But in maximized Conversion, they have all tried to show your ad. If they think that person is going to convert, that's different here. It is more of a brand awareness thing. So if you have a lot of, but Search is not a good brand awareness tool, I really dislike this. Bidding strategy. Rarely use it, but play around with it if the main goal is targeting British, play around them. As I said, slowly increases target CPA and you will get a good point slowly. But if you have, as I said, target CPA or $15, you want to aim $15, but you are currently had, let's say 150. It is not going to work. It is not going to spend any money. You don't want that. You want to 20% increase or decrease if you want to achieve ROAS increased 20 per cent. Or if you want to lower the CPA, decreased 20 per cent, always 20%. It is written here. You will find this talk. One more thing, guys. I will go to Google and I will show you how to, if you weren't going to start a many or CPC campaign, but you have no idea, right? So what we're gonna do, I'm gonna, let me just put myself back up here. View. Alright. So what we're gonna do is there's, as you can see up top, there is tools and settings. You will see that on the planning section. On the first, first column, you see there's a Keyword Planner here. Now, we're going to click that Keyword Planner. Alright, so what we're going to choose is get search, volume and forecasts. Now we can type in the typing the keywords that we want to bid. So in our example, we were bidding on socks right? Now, what was the last example? Last example was, I think car rental, rent a car. Rental car. So we type in that keyword. You can stop by the way, hundreds of keywords here. So you will get an estimate here. And over the months, how it is changing. Look at this. It's amazing. So this is 20/22 last 12 months. Alright, that's that's a pretty, pretty accurate number that we can look at. It is showing us this keyword, rent-a-car. Look at bottom here. Average monthly searches is 110 K, which is a lot, and year-to-year change, it is increased 23%. Those are great data, but while we actually want to look at is here, top of the page, bid is the minimum. So what does that mean? I will explain. So top of the page, but if everything goes perfectly for you, there is no competition. You can be top of the page for only paying $1.70, $0.87. But that's a really good scenario. On a bad scenario, you can get the top of the page. By the way, this is not absolute top of the patient, this is top of the page. So on top of the first organic results, this is not the first one. It can be the first one, the second one, the third one, the fifth one. But it is on the first page on top of the first organic search results, right? So top of the page bid high range is 5.96. It is not too bad still by the way, this is Australian dollar. Keep that in mind for folks in different parts of the world. Not too bad, Not too bad. I've seen keywords like on the high range, going 30, 40, 60 sometimes are competitive issues, but rent-a-car is not that it is still competitive, but not that bad. And we're also targeting Australia here. So just keep that in mind if you are in a different place, make your, make sure your forecast is that way. Let's say I'm building a campaign. What I'm going to set my many or CPC to. I don't usually sit around here because this is the best-case scenario. I want to set around a little bit lower than this. So I would what I would do is I will probably set it at five bucks and keep that in mind. If you set your manual CPC to five bucks as a maximum. So you're telling Google I'm, the maximum I'm willing to pay is five bucks. Google is not going to pay five bucks, five bucks buy books every time now, you're gonna pay $0.01 a bow, the second highest bidder. That's how Google algorithm works. So let's say a person bids $2 and you pay. So you, you are willing to pay $5 and you win the auction. This is like an auction. Everybody raises something and Google looks at them and assess your quality score is pretty good. Your landing pages good, your Bidding little bit more. And I'm gonna give you, give the oxygen to you. And if you win the auction, because what is happening? You're willing to pay five bucks and that guy is willing to pay two bucks. So you're not going to pay five bucks to get that keyword. You're only going to pay two bucks. One sense, only one sense about the second highest bidder. So keep that in mind, guys. So the thing is you're not going to pay as high as the, the second bidder. So the thing is, is your maximum CPC. So if even if you can set like 20 bucks, you're not gonna pay 20 bucks if you win the auction. So don't worry about that. That's why I tend to set it to five bucks. If I see my average CPC over a week's time is let say around what's a three bucks? I would maybe set it to 3.5 or something. Lower it slowly. I tend to go a little bit aggressive, but I'm doing exact matches. Keep that in mind. If you're doing phrase matches and go little bit a middle range. So I would say maybe like 2.5 or two bucks. Would you start start that way if you are using phrase matches because you're going to trigger a lot of unrelated search terms. Alright, that was it guys. Next we're going to do conversion tracking, set up conversion tracking and Bill are campaign is gonna be really fine. Thank you. 9. Google Ads Conversion Tracking: How are we doing, guys? We are now going to create our first campaign. But to do this, as I said, we need to track our convergence. Otherwise, we're not gonna be able to know what the **** is going on. Are we making any money or we're not making any money to do this, first and foremost, you gonna have a website, right? So in WordPress it is different in Shopify, it is different in thinking thick, it is different. So I'm going to show you an easier way. So first you set up a Google Tag Manager. And why a Google Tag Manager? You can set up those commercials way easier. So let's start with one example, which is a perfect example. I will show you and you will have a good understanding. Clicked on the tools and settings. And underneath measurement here we have convergence. Bam. I click on this conversion section. And you're going to navigate to this conversion action. So there's one tag that I've created previously, and I want to remove this and create a brand new one, which you guys, alright, now we remove this. We're gonna go create a new conversion action. So this is the Patriot going to face once you first start if it is a brand new account or if you have, if you inherited in account from a client or you want to launch your agency and run ads for them, so on and so forth. You will have access to their passcode Merchant So you don't have to worry about what creating a conversion action. Conversion action is really important. So in Google Analytics, you can import those goals from google Analytics for which I will show you how to do that, which actually helps you a lot guys. So if you haven't done it before, it is ways you don't have to set up nothing. You just click any point. But if you don't have it, we just gonna do what, why our website? What is our website domain? Www. Dot Jim's digital marketing is an example. Let's see what I want to track in this case is a lead form submits, right? I want to track lead form submits and submit lead form, bam, and edit page loads. So what does this do is let me get myself here. So let's say if you do something on the website and if it loads and says, Thank you, Is it a different URL that says completed the purchase? Alright, this is my homepage. There's nothing going on here, right? So let's say I want to put my e-mail here. Let's say random email. I sometimes use. Alright. There is no thank-you page. Take your tip. Pay close attention to this. This is not a thank-you page. This is just the submitted and I submitted the form and there's no FAQ. As you can see, this is still the same URL. In this case, this won't work. So if we had a page load for a thank you of a purchase, we could've just type in the URL and if it was a thank-you URL at the end of this, usually is something comes up like this. Thank you. And I will just grab this if you have that on your website, do it that way please. It's easier, 100% easier. So we're going to come here, paste it, BAM, now we're good to go. Now it is that easy. But usually most of the cases, you're not going to have that. So what are we going to what are we going to do now? So there's a better option, not a bad eruption, but that's the case that we don't have any other option in our case. If no thank-you page shows up, I will use Google Tag Manager, which is a great tool guys. Don't don't freak out. So what I will do is submit lead form, conversion action. So primary action, yes. So here will be in the default calls. What I want to do submitted email, right? Email on homepage. So I can identify that. So here we can use values. The values are good if you are actually making a purchase and there's a purchase value. Or if you want to say, let's say a phone call to my business is $5. If you have that, you can say yes, a phone call or an lead. When I get elite, it's worth I made this calculation from every lead we make purchase from every, let's say hundred leads. We make it purchase a $1,000 or $10,000 of a sale or over the phone. If that's the case, you divide that number 200 and you put a number five or ten, whatever it is, whatever the values. But in this case, I don't suggest you do that because it's a lead and you're not going to have an exact number. You can use it, but I really don't suggest you use it, right? Some people do it, but I personally don't use, don't use any value. So we're not going to use any value counts. We're going to do once. A person can sign up like 100 times, we don't want to call it conduct 100 different commercials because lead is one, but a person can purchase one product Hundred times and we want to count every single purchase. Why? Because it is caching that register write every single time. But in a lead that's critical, I don't want to touch that. So click through conversion window, that's quite high actually, but that is the recommended one. On Facebook, for instance, is seven day quick one day view. But click-through Conversion Video, 30 days is little bit higher, but I usually tend to leave it as default. Why? You're going to ask me, let's say a person clicks on your ad, does nothing on the 29th day. He remembers it, goes to your website and purchases it, and it's going to attribute that engaged view Conversion three days. What does that mean? They engaged with your ad, maybe didn't land on your page, stayed on it little bit but didn't maybe just click but didn't land on your website. What happens is that you have three days and engagement. As we covered this, you have three days. Maybe they engaged, but make a purchase in three days or become a lead in two days. It will still count weird through conversion. One day they viewed the ad, did nothing in 23rd our, they make a purchase. Perfect. So there are a lot of attribution models. I don't want to confuse you, but I will explain every single one of them. So Cicero tracking conversions, this is important. So position-based, position-based. So it is going to give the most value to the first touch and the last touch. So what does that mean? Let's say 40%, 40%, 20, 2020. So let's say they click on your, click on your search ad with this conversion action. So we're creating that conversion action. We're going to use that conversion action with many different and not only for Search, we're going to use it for YouTube, for different campaigns, Gmail Campaigns and so on and so forth, right? So in this case, they position-based is, you're going to say to Google, I want to attribute most of, most of value to the first clique and the last click, which is, I don't see any value in this time, Vk is little bit better. So the closer you get to the conversion, you're going to attribute it evenly. So you're not going to say, let's say a person clicked on your ad did nothing. And after that, they clicked on your ad again and did nothing. After that they saw YouTube video. I purchased them. So the most value will attribute it to your YouTube ad. But little value is gonna be Search, little value. So the more you go away from that purchase, the conversion will be divided linear. That's the first one I think. So it is going to attribute it equally. Every single touchpoint. First click is not really good. If you want to acquire new customers, That's good. So where did they hear about us first? Read it, that first initial click happen. So if you are running your brand awareness campaign, this is good. Last Click is used to be really common. Last quick, what is the last click? Attribution model? I don't care about how many touch points they had with my business. I only care about when and how they bought my product or became a lead. Maybe they saw, like, maybe they've seen hundreds of YouTube Ads from me, tons of Display Ads. But I care about what was the last straw when they make that action, when they purchased it or became a lead. That's what it's looking at. So if you care about the last click, the last thing that they, maybe they seen tons of Search Ads. But one day they saw your Display Ad and clicked on it, then bought, bought your products. So you're going to attribute 100% of it to the last click. But it is up to you, but data-driven is the recommended model. And google uses their artificial intelligence to calculate the contribution. Then add each interaction from, from each touch point. Google says they're like before a purchase. They're like 300 different touch points. It doesn't have to be clicks is views engagement. So here they're different Ads. Be after 300, they make your purchase. This is an average day, they said. But I personally go with data-driven or sometimes I'll go over the last quick. Depends on the campaign type that my goal, if I'm driving leads, I might use actually time decay, because the more I get closer to my action, I might use that. But since this is recommended and google is using a lot of AI to attribute that data-driven seems to be the best. So I go with data-driven. And hence convergence. We're not going to touch anything would enhance commercial soap, enable enhanced CPC, know we don't want that. And we're going to say Done. Alright, so we're going to say Save and Continue. So we created this, but there's no action whatsoever right now. We're going to save and continue. Alright. Now we have a page and now we have three options here. Setup the Google Tag Manager, this is what I was going to do now. And the other option is you email to your webmaster or sorry, this is google Tag. You implemented a right away to your website. This is Google Tag Manager, which I'm going to do And email it to your developer. This is the other ones, so you send the code to the developer and the developer implemented for you. You don't have to do it yourself. I mean, you can implement it if there's a developer off your client. But if you're a digital marketing person or you want to learn google as thoroughly, I suggest you will learn how to use Google Tag Manager. I will show you how to go to Google Tag Manager. I'm going to my Google Tag Manager right now. It is easy guys. It is easy. So you have to create an account first, which is simple like Google. I wanted to switch this to Jim's digital marketing. I hope I am under that accounts. Alright, now when Jim's digital marketing, let me just double-check if there is active or how can you double-check if it is active? So you go to www dot Jim's digital marketing.com. Oops. Why he can't be reloaded marketing. I put the three or four W step. I was like, Well, why is now white slab loading? Alright, so we're here. Now I'm going to check there's a Google Chrome extension that you can check your google texts. So I'm clicking this. I'm saying enabled and record. And I'm will reload this. And what this is gonna do is you're gonna be able to see our google global site tag, Google Analytics and Google Tag Manager. So you can see google Analytics, Universal Analytics is active. Global site tag is not active. Global site tag. This one is active, right? Metadata. Alright. So what I'm going to do is go to my, so first for Google Tag Manager to be active, what you have to do is we're going to click on this. Now it's going to take to our, take us to the account, which is this. What I want to look at is the main text. So this is the tag. Then we're going to use, right? We're going to copy this bad boy. We copied it. We're going to go back to our website, which is this, right? This is how you use your website. And I'm gonna go to settings, right? So under settings, this is different in every WordPress site so you can use it on your WordPress Shopify, it is easier guys, it's like a YouTube video away. So you just have to implement that code to your Google Tag. So it is here. I think it is already implemented. Let me just double-check that. Is it the same? Let me just do that again then. It looks like it is not active. So we're going to put that bad boy here. I was a Google Tech. Yes, Google Tag Manager is not active. So what we're going to do, bam, now Google Tag Manager is active. So I'm going to save this. Perfect. No, it is all done. Now, it is active and we loaded that. And now I want to put submit, skip. Alright, now it is active guys. So what I'm going to do now is since my Google Tag Manager is going to work as a holding company, like it is going to hold all the pieces of codes that we're going to use in the future for, let's say if you want to do Facebook ads and so on and so forth. Now I'm gonna go to texts, which is gonna be super easy guys, don't freak out. Alright, so it is going to show us how to use Google Ads tracking for that specific conversion action. So it gives us a Google ID. Copy this ID, go to my Google Tag Manager and I go to texts. And I say new tag. And I will say Google Ads, tag, bam, I will say new tag. And here I will say ****, ****, see google Ads conversion tracking. I will click that. And as you guys see, I will copied and pasted it. Let's go to here and submit email. So this is the code that we're going to use, the conversion label. Alright, we are now good to go. We don't use currency, we don't use transaction ID equals, it's elite. And I'll, before I will say if there is a commercial linker tag which we have to use, and I will save yes, conversion linker tag. Good to go. And so there's gonna be tagged in a trigger. So where are we Where do we want that triggered to happen? Take place. Take you guess, take you a good guess. So when do we want that triggered to take action? When this is critical. That's why if it was only on on a page load which we I showed you how to do that if it was a thank-you page of a purchase, we just copy and pasted. Don't worry about this. But in this, in our case is you guys know, UPS and where do we go? It was here. Whoops, not this one. New incognito window, the gyms, digital marketing. Alright. You guys can see there is no thank-you page once we submit our email. So what are we gonna do? We're gonna take that website code, website URL. So we are going to trigger not a, not a page load. So we're going to click the plus sign here. And we're going to go for submit. And you can, we can use elements visibility or a forum submit. Here we have form submission. We are going to use this. We're gonna do sound forums, page URL contains and that website. So we're going to track form submits on this website. Right? Now. We're good to go now we save this bad boy. Now we submit this and publish it. Guys. This could be, if you're brand new to Google Tag Manager. This was really confusing for me when I first learned this word is the hardest part, tracking every single conversion. So if you're going to start brand new to practice, try to up sorry, tried to have like a thank you. Pages on websites. Like tried to work with pages like Shopify has a thank-you page at the end of a purchase or lead or WordPress, you can create a thank-you page if there's someone makes a purchase. So tried to work with those, those are easier. So since we published this, we're going to go back to Google and we are done. We're going to say done. Now we have our conversion action ready, then this is not working guys. This is verified because we haven't had any action yet. We're good to go. We're going now ready to create our first campaign, Search campaign, specifically going after in this case, this lead. See you in the next one? 10. Setting Up a Search Campaign: Hey everybody, How are you doing? Now it's time to create a Search Campaign. I know you've been waiting for this for a long time. Let's get started. By the way, if you're enjoying this, please give me a review and you're honest one, I don't need a five-star you if you enjoyed also, you can of course give a five-star review, but totally up to you. Feel whatever you feel like giving me as a review. Alright, let's create this campaign. And also if you have any questions in the message section, please shoot your questions. I'll be happy to answer every question you have about this course. Alright, in here we don't have to choose the campaign objective. Let's say if you choose an objective, let's say local store visits or promotion, it will give you certain campaign types. We don't want that, we want the full control that we want to have, right? So we're going to say, create a campaign without goals guidance. And we're going to select Search here. And here is you can see we have the default can conversion action that we created. We, you remember the conversion action which was generating leads for our Campaign, for our newsletter, right? So I want to generate leads, Jim's digital marketing.com. Let's put www dot. Alright, so let's, I want you to see this again. Alright, this is a newsletter I want to generate leads for this bad boy. Alright? So we go back to our Search campaign. And this is here, by the way, if you inherited a campaign from someone else. So what you will see in this case is there might be like multiple, five, or six different conversion actions. So if there are some irrelevant, once you click on the three dots and you remove that specific conversion action that you don't want to optimize towards, right? You don't want to count that if it's irrelevant, doesn't really matter, you just exclude it. We're going to say continue. And if you click on wet, you can put your website in here. And what it does is it will give you some keywords, suggestions, but in this case we don't need that. We just want to go ahead and name the soap guys. By the way, if you want to work into the agency in the future or you're working in an agency, the naming conventions really important on some interviews they will give a case studies for you to work on. For instance, let's say they give you build me a Google Ads campaign and then mock-up, they will give you access to the Google Ads account so you have to properly name your Campaigns. Otherwise, they will mark you down for it. They will say, this guy has worked in an agency before a bell mark you down. So in this case, I want you to name them properly. So usually what I do is search, I do hyphen and then let's say whatever the case may be usually you, so in this case we're just going after it campaign in broader terms. Let's say our broad term is going to be marketing newsletter, exact match. Right? And if I want to go off to let say Australia in this campaign, I do Australia. Alright, so this is our naming convention. We're going to click continue. Don't worry about this. I will, once I reload this, it will go away. So don't really bother about this one. Alright, so the Bidding Strategies, since we covered the Bidding Strategies, take a guess. What I'm going to start with, if it is a brand new account and I haven't used this conversion action before in this campaign. I will start with maximize a manual CPC. But you might be asking Jim, I can not see many or CPC. Why is this? A lot of people confuse this, especially if you're starting new. So these are the recommended once. Why they're recommending this course. These are automated, automated wants tend to spend more money for your budget. In this case, what we wanna do is we go here, we say Click, there is no manual CPC as you can see. So what I want to do is find the menu CPC campaign. But in this case, we can't find it. You might be asking Jim, why I can find them annual CPC, what the ****'s going on? You said we were able to do that. Yes. But we're going to launch the campaign. And then we will switch the campaign of the, this bidding strategy afterwards so they don't allow you to start right away. So this is a little trick. Alternative bidding strategies like portfolio, portfolios are available instead is after you create a campaigns. So they give a Gately give it here. So in this case, we're not going to spend any money from the get-go. We pause it, we switch it manual CPC right after republished, that's the game plan. So in this case you can start with whatever you want. So we can do like clicks, set one.it doesn't matter because we're not going to use that, right? So customer acquisition only bid for new customers. And that is actually correct. But if it is a brand new Campaign, don't click on this. So for instance, what is the case? If you are generating leads? You of course, want to go after new customers, new beds only But it says the to fix this campaign, you can eat all these segments, at least 1,000 active members. In this case, we don't have 1,000 active members. So as I said, if you're starting new, don't worry about this bus one. Once you get enough customer base, you will put that in here, in exclude that. So you can either do that or not click or click on it and exclude a ride with defined existing customers. So since we don't have it yet, we're not going to worry about it. So this is critical. Where do you want your ads to show up? So let me just reload this, get rid of this really annoys me right now. So for the wait guys, just getting rid of that little warning at the top, Google is really annoying people like this. Alright, so we're back. So these are networks and search network and Display Network. So Display Network can be anything guys. So it could be any type of Google partner websites that they show their ads on. So we, I personally don't want my ads to show up on Amazon or random search engines that I don't want that I'm only one might ads to show on Google. And this is where you get the most quality leads. So I exclude this and exclude this search network as well. So they will suggest you to do it, but this is going to make you spend more money. You might get irrelevant clicks. And let's say you're selling a product just in a certain city. Or maybe you know that you're only selling in Melbourne, Australia. Maybe you live in a country like Slovenia. I live there for a year. For instance, there was this capital city, which is Louisiana, was the biggest city, and the rest of the cities were small. So in this case, you can only go after Louisiana, which is the capital. But in this case, I want to go after whole Australia. Since the campaign was Australia, can name was Australia. Maybe I want to have a different campaign. Good afternoon, United States. Why? Because they are English-speaking countries and I can serve them with my newsletter, right? So I can go after them again as well because they're English-speaking countries and they have the ability to purchase my product and service. So if I was only servicing a product in Australia, of course I will go Australia almond. Alright, so we're gonna go or location options and you have the ability to target people interested or people presence. So this might be people just searching for Australian beaches. Maybe they live in, let's say right now in India and they want to go to Australia searching for it. In this case, do you want to target them? Probably not. Right. So you say presence, but I wanted to show you different targeting options. So if you say enter another location for instance, and you click on Advanced Search, you will have a map and you can either puts location or radius. So radius is really good if you have a specific location, let's say a coffee shop, and you want to target around that area. Let's say you have a cup of coffee shop around. Let's say, I want to put it for kiloohm. Now let's say 5 km around that coffee shop. And this is a small town in Victoria in Australia. Let's say it is here, right? And you know the exact spot, so you can move around, you can cancel this. Maybe you know the exact spot. Let's move on a little bit. Let's say it is literally here and you can get the pinMode and pin it down here. Maybe your coffee shop is literally here and you say target. So I'm literally Targeting five kilometer radius around that spot. As you can see. And if I think that people are more likely around that area is going to purchase from my coffee shop. I can put my pin here. Maybe you have two locations. What you can do instead, and your other location is, let's say closer to Melbourne area, which is more Metropole area here. Maybe I have put here. So I'm targeting two different locations around those areas. And maybe if I have a coffee shop or something, but in this case we don't have that. Personally. I'm just going after Hall Australia. So I cancel this. And I do Australia presence people are living in this location. I select the English. It doesn't matter. I usually don't. You have the ability to nuts select English. So this is critical. I usually tend to go with all languages if I'm targeting Australia, for instance, why? Because usually this detects people as their browsers. What is, what language they're browser is set to. Personally, I forgot to change my browser settings because I'm a lazy person. Then usually what happens in this case is my browser is set to Turkish. So in this case, they want the me as English and I want see English languages. But as smart marketer would do all languages because they're really international place in Australia, guys, in Melbourne, Sydney, there are a lot of Asian people, there are a lot of Indian people, a lot of German people living. Maybe their browsers are set to those languages, but they mice, they probably 80% of them speak English pretty well. So you don't want to limit your audience to only English people. So I said all languages. In this case, as I said, guys and girls, I don't want to specifically focus, narrowed down my audience in Search campaign. I don't want that. So I want to only focus on people who are searching specific keywords. If you target that, maybe you have a really broad term, then you can narrow it down a little bit, right? You don't want people who are not going to buy but only searching for that keyword. But it's quite unlikely if there are searching for it, they're more likely to buy it. That's why I don't suggest what audience segments. So there's a little thing that automatically created assets. What the **** is this? You might ask? So they're asking you this, excuse me. They're asking you if you want to use quotes and lending page ads and stuff to customize your related to keywords. And you don't want that. You want to have the full control here of a use only access I provide directly from my Ads. Let's click on More settings. There's ad to add rotation. So if you have multiple Ads on the one ad group, you can say, optimize the Ads indefinitely, or you can say show the best-performing yet, or only show 50, 52 Ads you have. But in this case we're going to have one ad only. So this doesn't matter for us. Starting and ad date. You can set an end date, but I personally don't set an end date. So this is an evergreen Search campaign. Evergreen means it's going to go on forever. Add rotation. You can pause it anytime you want. By the way, adaptation, we covered this more settings. Alright, ad schedule is important. Ads scheduler is important. Why? Let me just take a sip of water. Thank you. Adaptation is really important. That's scheduled, sorry. Let's say, you know, your customers are really active on Thursdays or Fridays and you get your boss leads from those days towards this Fridays and Wednesdays. Why do you want to advertise your business on the weekend? Why? There's no point, right? So what you can do instead, if if you know that that fur effect, you say only Monday through Friday in this case, for instance, I know that my audiences are active Monday through Friday IS on the weekdays. They're not active on the weekends, but they click, but they don't they don't become a lead. I know that data for facts. But if you don't have data for effect, don't touch the ad schedule. But if you have a specific data that you know from Search Campaigns, pupil, convert, buy, or it has to be specific as you have to know, maybe from Video Campaigns you get conversions on like, let's say on the weekends, but not on the weakness. So it has to be Campaign type-specific. But in this case, I know for affects my customers are becoming leads on Search campaign, on the weakness, right? So I can more Sally's campaign, you are all options. I don't want you to touch it. So we go next. Alright, now we're on our first ad group. My first ad group is gonna be, so I'm going to have one ad group in this campaign. Why we covered this in the index structure section. So if I have multiple Campaigns and on those multiple campaigns, if I, if I have one ad group like set of keywords, spent too much money and I won't be able to spend the same amount of money in the different Ads group. Why? Because it can't be. Google campaigns are not like ad set budget optimization. If you're familiar with Facebook, if you're not familiar with Facebook, that's okay. On Google Ads, you cannot pick and choose which keywords spend the most money. So since we don't have the option, I want to have that option. So I set separate campaigns, so I control where I spend my mind, right? So this is gonna be marketing newsletter. So what I'm going to put here, I want to go with phrase match since I'm going after whole Australia guys, it is pretty big. So I want to control it. Sorry, exact match. Marketing newsletter. So this is going to be marketing newsletter, right? Marketing news, letter, free, free. And I want to use all the variations. Free marketing newsletter. So it goes by the way, if you probably remember this news layer. So if I were to use a phrase match, what would have have happened is, you don't have to put all these so you can only go with one. You can put more as well, but you will be good enough. So if I put free, if a person's searches for free, it will still show up. If a person searches for free marketing username will still show up. So I don't need that exact matches, but I have to put every variation right. Best Marketing newsletter, right? So I'm putting all the variations that comes to my mind. So we have to think about some, if you don't have any other ideas. So what you can do is copy this. Come here, paste in a different URL. Here I just putting copy and pasting it. What I'm gonna do here is I'm gonna do a little bit of research here. Before running randomly. I want to do a little research, so I come to tools and settings. Keyword Planner. I hope guys, you will remember the Keyword Planner. Then we looked at the bids, so we say discard. So we already have this here. Don't worry about this. We have two different separate tabs, open, discover new keywords. Alright? So marketing, newsletter. Yes, Let's start and give us some keywords. Alright, let's see what keyword it is giving us. Marketing newsletter, e-mail marketing. These are not related, newsletter tools not related. So as you can see, it is there's not a lot of Search for this guy. So there's kind of concerning average monthly search. Only 40 bucks. It's not too much. Sorry, only 40 monthly searches for this specific keyword. So I might actually broaden that up to a phrase match. So this is the good part about doing your research. So if they're not a lot of search terms, average monthly searches here, I don't have that much monthly searches. So this, this this really opens my eyes in terms of do you really need to go with exact match is not really so because this is not going to spend there not a lot of people searching for this keyword. We get this guy's whole Australia. Only 40 people are searching for it. So I want to have different phrases before and after my keywords, I go back. So what I'm gonna do is convert them to phrase matches. As I said, the reason being is the reason being is the best. Oops, I don't need that. Perfect. So we have three phrase matches. This will generate trigger a lot of search terms. Or we have to put our final URL here. Now it is the ad creation time guys. Now we're creating our ad and we can see how it will appear here. So ad creation is critical. So we're going to put the URL, Jim's digital marketing.com. Alright, perfect. Now what you're going to see here, a Display path. You might be asking what the **** is a Display pathogen. Display path is how you want your ad to show up in here if the URL. So maybe you can see newsletter here. I know you don't. Maybe if you don't have a slash newsletter, it doesn't matter but you're getting you showing people that you are leading, tempt them to a page which is relevant, right? That's why it matters. So what I want to do is use these keywords in my headlines. That's why my quality score will increase. Why? Because I'm being relevant in my Ads, we might keywords. Alright, we're gonna put marketing newsletter. Alright, so I have ten more characters limit. So by the way, headlines or 30-character limits, and descriptions are 90 character limits. This is what you want to pay attention to. So think about this guys. If someone searches for marketing newsletter, if they see a marketing newsletter, would it be enough? Or maybe if I can put something else, the best marketing newsletter, the best market loser is this. It is still under 30 characters. And it is covering two of my keywords in just one headline. That's the best scenario guys. I'm gonna go with the best marketing newsletter. As I said, because I'm including two off my keywords and my relevance score is increasing and it is more appealing to the person. So in a Copywriting sense, you're just putting a fact marketing newsletter, but the best marketing newsletter is a better Copywriting. Terms. In terms of Copywriting, you're putting not really a benefit, but you're actually describing what you're giving to them. Then we have marketing newsletter free. I want to put that in here. For free maybe is occurring. Alright, it is covered as well. So all of my keywords are now covered. Now I can play around with interesting copy typing, Copywriting tricks, right? So free is a benefit. The best is not a benefit. So I want to put a little bit benefits here, gets weekly marketing tips. This is a benefit. This is a benefit worth maybe 100 bucks. Now free. Of course, don't make it up, but you can. A lot of people are doing this, they worth something now it is free You can play around with this creates an artificial urgency. Get it now. Limited time only. Time only. Get it free. Now, as you can see here, it is too long, so we're now on 31 characters. If you delete this limited time, only get it free. Yeah, now it is. Get it for free would be better. But in this case we don't have any option guys, so we just want to go ahead with this. There's like little small terms, doesn't matter really. They give you some tips here. Not really business marketing courses, Jim's digital marketing. So a lot of brands, they put their brand name in here, which doesn't really make sense, right? So they already see your brand name in the Europe because this is not a branded campaign we covered when we want to create a branded campaign. We're going to have a keyword here are brand name. In this case, we want to increase our brand quality score. In this case, we want to put that in here, but this is, we don't have our brand name in our ad group. So now we're going to put something else. Let's see free marketing tips. I think we use that marketing newsletter for free. Get weekly marketing tips. Hi, free marketing tips. Maybe I want to rotate this one and this one indefinitely. So what you can do is there's this little pin icon here. Once you click on Pin, I want to pin this in position two. If you do that, it will only show them positioned to, but nothing else. But if I pin this in the position two as well, what is going to happen is in position to this headline, and this headline is going to rotate indefinitely. So you might show only three headlines or two headlines. It depends on the platform, whole for desktop for instance, sometimes you can only show two headlines or three headlines on mobile usually show want me to headlights. In this case, we're going to think that we are only Shopping two headlines. And on the second headline, this is going to show up. Sometimes this is going to show up, but only these two are going to rotate, right? I wonder if I don't touch anything else. The first headline, third headline is going to rotate indefinitely between the other rest of them. But if I say, I want to pin it in the position one, and this is going to only show up in the position one just for you to see it. So if I pin it here, show on the position one. So the best marketing newsletter get weekly marketing tips. Not bad, but I don't want to pin it in the first one. I don't know yet which is going to perform the best. So I just want to see them rotate indefinitely for now because Google algorithm is picking that up guys like they're getting smarter with the machine-learning. So they're gonna show you the best performing one to the clients and customers who are looking for the specific term. Get free marketing. Let's brainstorm a little bit. And what they're gonna get at the end of receiving your are free marketing newsletter, right? What they're gonna get. They want, they want to have some useful information in there for what? For their business, for their career, right? So we can write something about that. Accelerate. Your accelerate is not a cool rod. So people don't like that. Fancy words like they want, simple to the point is short words. And also, we don't have that much space here like 30 characters. We don't want to use accelerate, where we can use boost, for instance, boost your career. Boost your career for free. Yeah, maybe boost your business. Isn't this for free? Another thing, guys, we cannot use all caps or Facebook ads. We can use this. If you use this and click on Next. For instance, you can see at the bottom, if you go and click on Next, you're not gonna be able to publish this. They're going to give you an error. So we don't want to use a lot of capitalists which we can't. That's why we had using this. Let's put something else. So as you can see, we have Karplus headline options guys. So you have literally 11 or 12 for something different ones. You don't necessarily have to fill them up. But the more you put as the more data you give to Google. So you have more chances for google to play around with, so they can present the best one to your customer. And also you don't have to pin those it, but this is quite, quite similar. And there's a chance if I don't pin, this one shows first and this one shows second Google have to test that a little bit and then find the best option. And I don't want that to happen. It won't look professional as a digital marketing industry expert, I don't want to be related with such a small error. So if you're 100% sure that this looks good in the first one, looks good and the second one, you can try that. But if this shows up in the first and this shows up in the second, it would look unprofessional and I don't want that. That's why I'm pinning both in the second. So we're going to rotate the second one. Alright, master marketing. With weak master marketing weekly maybe receive ultimate tips every hour. We cannot fit that in. Weekly. Receive ultimate tips weekly, not bad, not bad. I'm free for limited time. No subscriptions. So people are afraid of subscriptions. This is a feature we want to put in. Subscription fees. No, subscription fees is enough. Let's put something else. Alright, I think I'm happy with this so far guys. We have a lot of headlines which are pretty good. It says, make your headlines more unique. But guys, by the way, think about this. Ads strength is not equal to ad quality score. There's, there's this thing that I even, I was working in an agency which is called Tomorrow agency. And there was this head off Google Ads guy who was, who was a nice guy, but he was not really educated. A lot of people in the age agencies, their head of certain platforms, agencies and stuff, but they're not that qualified. So I want you to know the differences here. So even like top agencies that you will think they're really qualified, they don't even know like some basic stuff. In this case, Ads strength is not ad relevance. This is not quality score guy. So indication of relevance. It is an indication not how relevant to your content is in front of your customers. But this is not ad quality score. Ad quality score was show up once you're ad runs for a while. So this is only an indicator. So as you can see, make your headlines more unique. Uniqueness is not an indicator or it doesn't really qualify for, make you more relevant to your Ads, more relevant. It is just saying, you know, giving you a tip if you made a more unique and will increase your Ads string, which has nothing to do with your quality score. Quality score what makes you rank higher? Ad rank, right? So we're gonna go right here descriptions. But let's say start. Let's put more. So the character limit is 90 here. Receive weekly marketing tips from industry experts and boost your business. And career. Perfect, perfect length. So we have to, like we have, we have two different benefits. One benefit is they're receiving that information from a high-quality person. The second benefit is they're getting it from an expert at, sorry, the second benefit we already said that is they are able to boost their career, the ultimate end result they're going to achieve. Let's say something else. So we covered weekly tips. Let's cover the free. The marketing newsletter is only free for a limited time. So get in. Before before the law. How can we say this? The marketing newsletter is only free for a limited time. So get in before it's too light. Perfect. Let's put something else. Let's look at the benefits. So let's say something that everybody uses if we want to build some social proof. Well, let's say 27,000 marketers are already subs, griped. Should this, we can always say subscribe to this, but instead of that, subscribe to the marketing user. Why? I'm increasing my chances of being relevant. Again, I'm putting this in the description. So my irrelevancy is going through the roof now, right now and live litter join them For three, perfect, I usually like three headlines, three descriptions. So the Max is for, you cannot add more. Alright? So you covered the basics so you can literally run your ad right away. But I suggest you add a little bit more. You can have the, you can put an image here, but the image is not guaranteed to show up. So you're not guaranteed to show your image up there. So you can only show your image or if you rank on the absolute first page. So in this case, I just, I want to risk it. And in case I show up at the very first, I want to show something. We're just going to paxos.com, which is a free website. Let me just show you. On Google. I will type in pixels. So just gonna go up here. I think you don't even have to sign up guys, which is amazing. Newsletter. So let's find something that is relevant to a newsletter. We want to make them imagined there that person. So let's imagine what type of person is this taking, this newsletter thing. They're pretty much professionals. They have their coffees. Okay. This is pretty good. I like this. They're pretty much yeah. Grab and go with the coffee. Coffee, coffee from Starbucks that would their laptops busy people, right? They're interested in marketing. This is good as well. Unlike this person is working in a coffee shop. This one is pretty cool too. All right, we're good to go. We have bunch. Going back to our Google. Now we're going to add some images. So these are the previous assets that I had. So we're going to click new image. And we're going to say Upload, upload from computer and go to downloads. And we have three different ones and we have to crop them. By the way, these are not square images. It has to be square. Choose at least one square image. Alright, let's wait for this bad boy to load. Till then, let me just get some more. I really like this one, guys. I wanted to use this one. Let's go ahead and use that one. Perfect, scrapped as a wanted. Perfect. Now I'm saving this. Alright, now it is not done. You have to apply, apply that. So it is clicked, selected, selected. Now I apply this bam, now it's applied here. So it can show up in either ways, bam, bam, Business Name and logos. This is a new thing, guys. If you don't add a name or logo, google will use your route to add them for you? It is okay. They can do it. I just don't care. I have usually done this personally. I don't google digital pixels. You can say get access and it will go to your website and so on and so forth. You can do that later on. It's not a big deal, doesn't really hinder your ability to get highest-quality side lengths. Side lengths is critical, guys cite things, is proven to increase your click-through rate. Google says that in underlines it a lot. So the critical thing is site links. It covers more real estate. I will show what a sibling eggs is. In a real-time example. Let's say we type in Nike. You can see these. This is first headline, second headline, a third deadline. This is a site link. This is a site link. This is a cyclic. They have three-sided legs, right? This doesn't have a cyclin, for instance, this doesn't have a Safeway. So you might put different site links, but they might, they are not guaranteed to show, right? So if you're not, if you're in the second per second per second position here, you're not showing your site links. So sometimes it shows, it is just Google's what google sees, deems, whatever space they have. The second page, we still see the in the first position. In the second page we see CYP link once I their foresight looks for instance, but what they do is each cycling, you have to take time to a different URL. So in this case, think about the wisely a lot of people put the site links blindly. Why I suggest you put a side plank here. Let's say they are selling shoes. In this case, they're selling shoes, they're selling air Max is for kids, for men, for women. But in this case, In my case, for instance, I only have one lead page. So I'm getting leads only on this page. If I put a site links to all products. In this case, I disabled all my products and put them in Udemy. They they will have no nothing to do. If you have only one page which you get all like one people to only one page if your goal is to get people to hear, though, put a sibling. But if you are selling something, if you have different products and services, a person might think, if you come to let say, I look at Nike and I'm not sure what I'm going to buy. A person comes and sees Rather than clicking this, they see, Oh yeah, I remember I was going to buy some air masses and they click on this. If they don't like what they see in the first page, they might land on the air maxes and they can literally buy an air Max. They can purchase an error Max right away here. So that's the good part about this. So you can come here and purchase an Air Max right then and there, instead of just lending on their homepage, you can say, let's say, let's look at ice cream. Ice cream. We don't have any ads for this. Let's say restaurants. Restaurants. I'm pretty sure I'm going to see some Ads. Okay, no, nothing interesting. Let's say begi, T-Shirts. Alright, we see Boohoo man here, Uniqlo or something, a sauce. We see bunch of stuff. Alright, these are also cite blinks guys. So as you can see, these are all clickable and click going to different pages. Bam, bam, bam. I see. Let's say I'm about to buy an over-sized baggy T-Shirt and I see this and I'm looking at it or sell knew it. Okay. I'm I'm just going to go and shop. Active active air, right? They click on activity and they buy this, it increases your chances to get sales, but pay attention to what you're doing, guys, this is critical. If you blindly put everything in there, it wouldn't make any sense. But in this case, for my case specifically, I don't have any other page that I can use, right. If I have maybe about us, if will distract them from becoming elite, I only want them to go to here, not any other place. So if that's the case, don't put a site like so that's the critical part about silence there. I will show you how to put side links. Just so you see, let's a new site lakes. You put a text here, maybe active where? If you have active where we saw with the bogeyman, you put a description, find the best actor, where to where. In Australia, right? We have 35 character limit active where you put the final URL. You put whatever. This digital market, this is one side. You can put, as I said, five different site links here. So in this case I don't want it. I'm not putting your cycling in this case. So we are going down. Call-outs is a different thing. Let me show you what a call-out is. So let's go back. So these are call-outs guys. There's no description showing up. Alright, these are call-outs. So this is a description. These are call-outs for orders over 75, 30 days return policy, click and collect available. So these short bits and features are call-outs guys. So let's put some call-outs here. Call-outs, you don't have to put a link. They just add little things is you can see the previously I created some call-outs here. Let's create some new call-outs. Completely free maybe. So this just reinforces their decision to click on your head. This is great. So you can never go wrong with call-outs. They can't click it. They just created a different way of reinforcing their positive decision-making. Subscribe now, you can put a little call to action as well by usually I suggest putting more benefits instead of call to action. So this is a call to action, but just for the sake of so you can see it. Completely free. Weekly tips, top rated newsletter delivered, delivered weekly. But we said that marketing secrets, maybe applicable information. Bam, so we added a bunch, right? So we're just going to say yes. So you have to apply them as well. So this, these are all selected, as you can see at the bottom, we have apply, alright, we have now call-outs as well. Now I'm happy guys. Now I'm happy we have more as an asset types. We can add prices. But if you are a Shopify store or a WooCommerce store, an e-commerce store in this c 11. Google Ads Negative Keywords: You're going to cover a negative keywords. So you might be thinking, you might be thinking, gee, what the **** is a negative keyword. You know, how we are using phrase matches. With the phrase match is we're going to trigger it a lot of unrelated search terms. And that is a thing that we really don't want. Why? Because let's say someone comes in and searches cheapest marketing tips it doesn't really like. Or marketing. Maybe like, I'm advice for selecting marketing tips or advice for selecting marketing agency tips. We it will probably not trigger that, but we have to make sure 2023 marketing tips, agency or something. If they have agency here, I don't want that. I don't run agency right? In this case. We really don't want that to happen. So what I want to do is go to the negative keywords here. So by the way, this is sitting, we're all just one campaign here. So if we want to use that negative keyword list, if you'd let say put agency that negative keyword list, it won't show any search terms that has agency in it, and it won't show my ads to them. So that's a really great way to save some money and avoid unrelated clicks. So there's tools and settings. You can do it here as well, negative keywords. But what I want you to do is go to tools and settings and create an account level negative keyword list. So this is a general list here on the shared library. Hope you can see it. And there's negative keyword list. Click on it. And there's two took I already created, but imagine there no one, no less there. You're going to click the blue plus sign and you've got to say negative list. You have to name it like that. So in case you work in an agency they want you to named perfectly negative list, account level. Alright, accounts level. So at negative keywords, so I have a list that I'm going to share with you guys. You will be able to download that list. So there's this list that is quite popular list. I mean, a lot of business owners use that list. There are a lot of unrelated keyword terms that are proven. Search terms that are proven not to deliver value for B2C and B2B businesses, so their salaries, salaries resume. Of course, if you have a business that you sell or sell a service that you, the fixed people resume is of course you want to delete this. You don't want that. But in case if you're selling a normal thing, part-time paid jobs, internships. So you have no idea what type of search terms happening on Google. So Google actually gave us an estimate. Every single day, they're like 200, never been done. Search terms happening every single day. Every single day, guys, isn't it insane? Like every single day, their new search terms that have never been done before. So we want to avoid that like after it happens, someone clicks on, it, wastes your dollars and you'll be I wasted that and you don't want that. So you can see download eBay, Etsy, amazon is a popular one, cheap, if I sell it cheap products, delete that directions, Facebook and so on and so forth. Sample YouTube articles. A lot of stuff that you want to use. Yep, so these are the ones you will have also specific keyword list. So what I want you to do is save this here. Once you save it, you have it not applied though. You haven't applied it yet. So if you save it and do nothing in what, you won't be present. I'm going to click on this and apply to Campaigns. So this is the one that we just created, applied to Campaigns. And let's find our Campaigns that we just recently created. It was newsletter, this one. And there was someone more. Alright, branded. Hear them. Now we're going to apply all to all of these campaigns. Now, we applied our keyword negative keywords to these Campaigns. So we're actually almost guarantees that we're not going to waste any money with those unrelated search terms. But another way you still have to monitor your campaign every single week, I suggest do it every four days, actually. How you can do this. So first of all, Go to your campaign. So I'm gonna go to a, a campaign that has some sort of enough search terms. I started impressions. So let me make this lifetime whole time. Yeah, it is live all time. And I want to look at search terms here. Gas, there is Copywriting chorus, okay, This spend like 400 bucks. So let's analyze this, right? So we are here, so I'm going to, I'm under this ad group, I'm going to click on it. Alright, we have two exact matches. So if this is an exact match, you'll probably not going to have a lot of Search terms, super different search terms, right? So we're under Search keywords that just take a look at this really important. Under Negative Keywords you have search terms, search keywords, negative keywords, Search dumps. You're going to click on the search terms. And you're going to see what type of search terms, terms like what people's Search triggered your Ads. So we're going to look at that. So we're seeing Copywriting courses learn Copywriting. So this is triggered, learn to copyright triggered, and I'm happy with that copywriter program. So this is triggered and Google font, this is actually a synonym of a Copywriting course. Maybe I don't want it. And look at this, I got to click from here. I wasted $11 here. And no convergence. Because Copywriting program, I'm not doing a Copywriting program. I was selling a Copywriting course, right? So what I'm going to do at this as a negative keyword in this specific campaign, not on the whole account, because under Hall account, we might have ten different Campaigns. One Search, one YouTube wants something, right? So I'm going to click on it, the box. And I will say at as a negative keyword. So it will ask you, where do you want to add that as a negative keyword Ads group campaign level or the negative keyword list in the account level. We don't want the account level because it will apply to all everything. So we don't want, we actually want campaign goes on during this campaign, we only have one Ads group. If you have multiple ad groups, what you want to do is ad group. You want to select Ads group. But since we have one ad group only, I want to go campaign. And you can don't worry about, you can like write it in brackets or write it without brackets, doesn't matter. So let's go ahead and write it with brackets, but it really doesn't make a big difference. So we're going to save it now, it is added as a negative keyword. Guys, let's look at other stuff. Copywriting certification first, this I don't give them a Copywriting certification. I wanted to just add that as a negative keyword. Bear. So as you can see, like before 2023, it was exact match was super strict. So if you have it exact term, only small typos will be accepted and we'll be triggering that type of keyword. But now it is also triggering synonyms. So for instance, Copywriting certificate is not the exact synonym of Copywriting course, but it is still triggering. So we have to always look at negative keyword lists, sorry, search terms so we can add those as a negative keyword, right? So you're adding this again. So we just untick that Copywriting courses near me. What the **** is that guys? I gotta click from this near me like we're not doing that in-person. It is an online course. I went ahead that as a negative two this Campaign, them. So we have bunch, as you can see, like I've run this campaign in three days and I've spent like 300, 400 bucks and look at how many different search terms appeared for. Only two are exact matches. So you have to be really careful. Take a look at how to learn copyright. So I edit this, excluded this because usually have two type of keywords, have a lot of research purposes, not really in buying intents, but best Copywriting course is a really good, high-intensity a person's about to buy. So you want to add best, how we edit the best marketing newsletter. You want to use the best and ad that you can also, you might see, oh, you don't have a specific keyword like this, but you can say, Yeah, I want to add this, add as a keyword and then you add that as a keyword in your campaign. So this is how you monitor the acute negative, negative keywords and so on and software. I hope that was clear guys. After this, we're gonna look at Auction Insights and we're going to optimize campaigns and make decisions 12. Google Search Ads Part.2 : Have you done now we're going to create the second Search campaign. So please ignore the previous ones. This is the last one that we created it as far as Australia. And now what I want to do is duplicate this and create for one in United States, the reason being is this is a service like we newsletter that I tend to and plan to go after all English-speaking countries. But before I do that, I want to create a one more campaign with a different set of keywords. So an easy way to do this, it's going to create in Australia as well again. But if you don't want to do the same thing over and over again, it is an easy way to do it. So we're going to duplicate this campaign. So we're just kinda make some tweaks. So I click on this, I edit and I click Copy, and now it is copied. Wait for this to appear. Sometimes it doesn't appear, so wait for it and then paste it. So now it is duplicating this campaign. And while we're gonna do, and then we gotta go into that ad group in the second campaign that we created. And we're going to think about what other avenues that we can target, what other the keywords that we can go after, right? So we have to think about that. So let's wait for our bad boy to appear. Alright, it is now loading. Take you a few minutes. It's okay. We can wait. We have some time, right, guys and girls, hope you're enjoying this so far. If you have any questions, please don't hesitate to ask me because I've taken a lot of courses in my lifetime. I mean, I've learned this skill be even before I started working in agencies online. So there was this main thing, the support wasn't there. So they tried to sell you something when you get into their masterminds and something. I don't I don't have that. You can ask me any questions if you want, then I will be hepatitis. Alright, this is the duplicated one. So how do you know it's to duplicate it one, there's a number two there. So we're first going to go in there before we touch anything in the, in the main campaign name. So what is this? So there's one ad group also appeared here. Okay, There's no keyword, so this one is useless. I think we just created that by mistake. So we delete that one. And let's wait for it to delete our main keywords, one here, marketing newsletters. So let's think about what other ways people might Search this. So marketing newsletter, Let's go to our Google Keyword Planner. And, um, let's go back. Disco new keywords, marketing, newsletter, get results. All right, I'm going to take myself here. Newsletter tools now really marketing newsletter in the account. Let's show all of them. Well, let's take a look. Digital marketing newsletter. This is good digital marketing user can be one thing. Best marketing newsletters, but please pay attention to this guy. Look at this monthly average Search volume is extremely low. We don't want that email marketing newsletter. It's not bad email marketing newsletter. I think in Newsletter keyword is actually in in diminishing Shopify newsletter. Not really. Because no one wants to consciously go and be a part of a newsletter, right? They don't want to become leads. Maybe let's think about how we can trick them, become our members, a member of our leads. So we have to think about that or the other good way is strategically. So people, why do people want to become a member of this thing, right? Like, why do they want to get free marketing tips? We can go after marketing tips. Or the better way actually, if you generate, if you want to generate leads, this is just for me to show you guys. If I were to actually want to generate leads, what I would do is offer a free e-book. What I would do is usually creates an e-book and make it free. So for them to download the eBook, they have to put their e-mail and that's a better way. Actually. We're delivering them some sort of value. So they're getting them value and then their understanding. So we have to think strategically in this. Let's say you have a client, you'll start working in a digital marketing agency. They will ask you, like Alex or how, how, how are we planning to get more leads? We need emails, right? Then if you go this route, you might not get as many leads and your costs will increase from Google. What you can do instead is you say, okay, let's stood this, Let's try a different strategy or strategy is going to be we offer an e-book. How do you offer an e-book? You gotta check GPT, make it write something, write me an e-book about Marketing or something. And then we put it in our website is say, for you to get this e-mail it or download this free newsletter and then bam, they can get it. So marketing that we can say marketing tips. Marketing tips can be a good idea, lies by the way. Let's check. Our I Marketing Tips has little bit more search volume but is not that high. Again. Marketing Tips. Alright, so we can, we can try marketing tips, guys, it's not that as bad. And as you can see, the cost per lead is really the highest. Top of the page. Bid range is really, really low. So we can, we can play around with this. This is really low guys, like usually the highest top of the page bids are like 20 or 15 or 20. And look at this. We can literally get around this with toolbox. If you pay toolbox and if we pay five bucks per keyword, that mean if you bid five bucks, will we be way better off? So we can say marketing tips, which is a good idea, which is a mock-up campaign guys, just FYI, if it was a real campaign, I would definitely offer a free e-book. Alright, so marketing tips. Alright, so as you can see, since the search volume is not too high, what I'm gonna do is still used phrase match. I'm still going to use phrase match. The reason being is if it was like 10,000, I would use exact match. So the limit is around like 5,000, 10,000 ish if the if you go in after that broad of a term. So we're going to change it. Marketing Tips. Best marketing. We can do 2023 marketing tips, marketing tips daily. Marketing, marketing tips weekly. Alright, so this is good. These are the keywords that I am putting under one concepts. The concept is tips, marketing tips. So these are all marketing tips related. Alright, so what I'm gonna do is I'm going to navigate to Ads. Very can you find this ad? So under this, we're honored the campaign right now guys. So if you go to all campaigns on the left-hand side, I would see all Campaigns button right now we are under the second duplicated one campaign, right? And we can see the ad groups here. So this is under ad groups, there are keywords. How can you navigate to Ads? Is there's Ads and Assets. Click on it. And here in the Ads, sexual, I click on the Ads. So we're just going to alter this. Always make sure you are editing the correct ad, which is sitting under a correct under ad group or Campaign. Look at this. This is the second one. So we want to put marketing tips in the headlines. Get weekly Marketing Tips, pretty good, free marketing tips, good. Master mercury weekly. What was the other keywords? If you have any questions looking at here, your keywords will appear here. 2023, marketing tips. We are missing that one. Marketing Tips. What else? We're missing marketing tips daily, we're missing marketing tips daily. Alright. For free. All right, I'm pretty happy with this. So we want to put some, but anyways, like we already have a lot of marketing tips here. Let's just double-check if you have marketing tips we have here. Marketing, we have here, alright? The marketing newsletter. Sure. Weekly tips. Alright, now we have two or three marketing tips. I'm perfectly happy with this guys. Perfect. Now we're gonna go out. So let me go back. And I want to name this campaign as the ad group, so I don't want to live in rural for confusion. So this one is marketing tips. And also we have to change that the phrase match because as you guys know, we changed it to phrase match, right? So let's do phrase match them. So we're good to go. So let's assume I have a big brand and I have a lot of traffic. What would you do? What would you usually do in this case? You would do actually it creates a campaign, a Search Campaign to cover your brand name. That's a good strategy. A lot of people don't notice. And if you're running an agency or have a clients, if you cover their brand term, you will give them a lot of really quick wins, Let's say subpar. So searches for the social media and they see your ad there. And then we'll build on what the **** like. I literally just started working with them and they're giving me wins. But usually, when you cover brand names, your cheapest leads. The cost per acquisition will be super, super cheap. So that's the best way you can target those people. So I'm gonna do duplicate that again, the only reason I'm duplicating guys is to save time. You can do it all over again from scratch. But I will duplicate this because it is saving us a lot of time instead of creating everything from scratch, right? So we're going to paste. Alright, now it is duplicated. Now we know what we are going to cover in this case. Alright, let's wait for it to load. And also another strategy could be this guy's, let's say you look at other competitors that have marketing newsletters. What you're going to do in this case is search for other competitors. Like let's say there was this cold brew or something called roof. Was it called roof, daily pitch, The Hustler morning broom. Alright. Here we are. Here we habits. Morning brief. So these are literally newsletter business that are making millions of dollars and the only thing they do is like doing newsletters and they charge money for it. Some of them are free, I think some of the subscriptions. So what you can do is literally go after them. So if you offer, we can create a different campaign and use this as a competitive campaign. So that will be our strategy to go after them. So if a person literally searching for a morning, Bruce, what they want is literally just getting newsletters by knowing about lives lattice. This is not loading for somehow, but I don't know why pronation is not secured. Says, anyways, we will let it load and we will go ahead and create our branded campaign. So here we are. It is the brand campaign here, as you can see, what we're gonna do here phrase match Australia again. But I wanted to do definitely an exact match guys. The reason being is my brand name is James digital marketing, right? I can go after, like not go after, but if I use a phrase match, digital marketing is such a vague term, right? It's not like Morning Brew or something. It can be anything a lot of people and I could trigger a lot of unrelated searches. So I don't want that. So you're going to come here, right, branded. As I said, if you have a client hundred per cent use this strategy and if you have sufficient traffic to your website, what I mean by traffic, you have social media followers, so on and so forth. It doesn't mean that you have to be like an established millions, millions worth business. It doesn't have, it doesn't mean that, doesn't mean that. So what it means is you literally only have to have a business that has some somewhat traffic light, right? Like maybe a couple of hundreds a month. It is still okay. I mean, you still can cover a branded search terms so you don't miss out any potential costumers branded. So what we're going to do, we just go in here. Alright, so we're going to change this to exact match Jim's digital marketing. This is one. So let's think about how they can possibly search for our business. Let's think about it. Gyms, digital marketing review. Maybe they want to fact-checkers. They see how people are reviewing our stuff. Maybe gyms, digital marketing newsletter, right? What else we can do? We can do gyms. Maybe they don't use space, they write it like this in digital marketing tips. Or it causes a free thing, Jim's digital marketing. Free. Usually if people like, don't use space or miss type or make a typo, they still triggered the exact exact match. So don't worry about writing every possible mistake. I'm just writing just to make sure Jews digital marketing, email, newsletter. And let's say Jim's, some people might type Jim's Marketing Jim's marketing newsletter. Alright, that's, that will suffice. I'm really happy with this. So there's low eligible search terms. So Jim's digital marketing has quite a bit of search terms. And this has quite a bit of search terms, but the rest, they don't have enough search terms so we can't do anything about it, guys. So there's not enough search terms. We can not do anything about it. So we come to the Add section of that specific branded campaign. What we wanna do here, just look, just look at the Campaigns here, sorry the keywords here, and tried to sprinkle in your relevant is the score increases, right? Gyms, digital marketing. So if people are searching like this, I definitely want to pin down at the first position. So it is specifically branded, so I want them to see that's a brand, right? Well, official, maybe official, but you won't fit. Jim's digital marketing. Use up the warfare. Marketing tips maybe. Yeah. What else we can do? We can do e-mail newsletter, Jim's marketing. You know what? Yeah, no. I'll keep that marketing newsletter. Weekly marketing newsletter. You can marketing newsletter. Alright, I'm happy with this. Let me put it here as well. Jim's curious digital marketing. Get free Marketing Tips every single week. Alright, I'm happy with that. I put my keyword in here, and I'll put my keyword in here. So it is going to say Ads strength is poor. Really don't worry about this. I told you, I put my keyword in here and in the description. So just make sure you sprinkle all the possible variations in gyms, digital marketing free. So if wants fit in here, because my keyword is such a long keyword, right? Jim's marketing, maybe I can squeeze Jim's marketing somewhere here. Jim's Marketing. Free news, letter 0, so-called guys. Maybe I want to, yes, now it fits. Alright, I'm happy with this. It won't matter. Alright, perfect. Now we're going to save. Alright. Now are two different campaigns are set, are actually three different campaigns are set. We have a branded campaign, a broader campaign, and the budgets are ten bucks, ten bucks, ten bucks each. And I'm going to monitor that. So all of them, by the way, one thing that we didn't do is, you guys, remember our Max CPC is way lower in the marketing tips campaign, what I'm gonna do is go there and arrange the budgets of that specific campaign. So we're gonna go to marketing tips, is you can see, so I'm gonna click on it so we can see the search keywords here. So you can see there Max CPC bids are super high. I want to make it too, just in the middle. So I don't want to pay. So you won't pay. But if there's a competition humming guys like you gotta pay. So there's gonna be, I will be competing with a lot of people who are running ads for marketing agencies. And they will have bunch of budgets. Like if they close one deal on prospects, they will get a lot of Business logo, lot of money in his side the door, right. But in my case, I'm just delivering delivering anything. I'm just like giving them value and I'm just getting their email so there's no monetary exchange buy from the backend, I have to sell them something, so on and so forth. Depends on your business model. Totally depends 13. DKI Google Search Ads: Hey guys, How are you doing today? We're going to get into dynamic keyword insertions. This is a really specific section of Google Search Ads. You might not use it, you might use it, but it is a really important skill to have. Let's say guys, you have a really broad campaign which has brought out-groups. For example, let's say in the first campaign we did, we have Virgo and Virgo ad group and the horoscope virgo at group we have vertigo, vertigo, love life, variable, financial life. These are all related guys. So in, in a case that we have bunch of keywords stuffed into one ad group. While we can do, for example, horoscopes, we have really broad ad group, which is horoscopes. And we're going to put all the horoscopes and Virgo, Capricorn. Let's say Leo. What else? What else? Pisces. Alright, let's say we have this much, this many horror scores in one ad group. And we're going to use phrase match this time. Let's use phrase match. These keywords are going to be phrase match in the ad group of horoscopes. But our ad will be super broad for them, right? So we can now write it as going to be kind of relevance but irrelevant. So I want people to see one day Search. And let's say there's Search triggers, Virgo love, life or virgo relationship. Once they Search Virgo relationship or where you go, horoscope, I don't want that to. It will trigger the Virgo keyword, first of all. But after that, I want it to show an ad related to record. I don't want an ad showing all the horoscopes, find your horoscopes and so on and so forth. I want it to show a specific width dynamic keyword insertions. We're going to use that. So it is going to be, let's say horoscopes was delete this. And why we gonna do. And I will pin one of them, which will be first one. But what are we going to write in the first one? But what are we gonna do is, I want to write in dynamic keyword. So what does it, what it is going to do? I want to put this one, this little bad boy. And keyword or ROS course. Alright? So what this disguise, this bad boy right here provides us when persons searches for Virgo. My first headline is going to be Virgo van person. One person triggers their Search triggers Capricorn. My first keyword is going to be kept Bitcoin. If they search for acquires, my first headline is going to be acquires one first Search for Pisces. My first headline is going to be Pisces. So this is the best way to do it guys. So this is quite amazing. So why did I put horoscopes in here? This is just an incase. If we run out of space, which we're not going to run out of space because we know all our keywords are fitting under 30 characters. It just, just in case. So if you cannot fit your keywords in, what do you want to show? Basically phase, google is going to ask this, in this case, are all keywords are funny here. So we did this and all the other search terms people have are going to trigger and let's say Sagittarius and Leo or whatever it maybe once they trigger a keyword, that trigger will be showing it. What it does is it is super specific. So rather than writing your zodiac sign and whatever it may be, rather than that there search term is triggering this one. So you can also do this with specific ad groups, let's say a Virgo Ads group. And then you're using a Pisces ad group and then Leo ad group, and you are writing specific Ads for each and every one of them. You can also do that without using dynamic keyword insertions. But for big, big brands, let's say they are running different shoes, different type of shoes, basketball, running, tennis, and this is just shoes and they're also selling t-shirts, brands, necklaces or whatever. It may be, tarballs, basketballs, footballs. It can be like chaos. In that case. Dynamic keyword insertions are live Savior guys. So in this case we're using lives here. But you're going to ask me, why did I use capital in this one? If I use? Capital allows us, I will show you something real quick. So if I use, for example, a key, capital K and capital W, it will show dark chocolate, so both are gonna be capital. You can see only key K is capital, it is going to be dark the first way capital, the second one is not capital. Since our keyword is just one word, it is not going to matter that much because you can just this. And this is going to be the same. Since we have just one word is you can't see one. We're keywords, areas, Sagittarius, Pisces, whatever it may be. But if you are keywords are consisted of two urge, let's say buy running shoes for example. If it is a running shoes, if you put this little thing and use keyword, this little thing over here. And then you gotta write, let's say in general, something in general to default. And then you close the capital, they close the bracket and you're gonna be seeing running shoes. So R is capital and S is capital. But let's say if you only want R to be capital and S to be enough capital, you're going to write keyword and then whatever it may, your default option and close the bracket. So this is gonna give you running shoes. Let's say if you only want to use small letters, not capitals, as in this example, we're going to come here. We're gonna do this one. We're going to use this bracket, open bracket, keyword. And then write to a default whatever it may be. If it doesn't fit in 30 characters, this little whatever it is going to show up. And then close bracket. And then it is going to be, for example, the running shoes because there's lot of capital here and here. This is, I will put that in the description goes so you can take notes. This is L quick little Keyword insertion. You can also use this in the description. For example, they search for Pisces and I want to use their love life. But I want to have the first-level capital keyword. You can see this or for that keyword. Let's say if it doesn't fit, but this is going to fit your horoscope, your zodiac. If it doesn't fit or there's an error, it will show this little bad boy, Your Zodiac love life is revealed. But in this case, what is going to show is, for example, they search for Virgo. They're going to see Virgo love life revealed, Leo, love life revealed, as you can see here in this example, how specific it is, that's why it is called dynamic. So it is dynamically changing. The Pisces, It's triggered. Person searched for a quite use, acquires love life, acquires bam, super specific, great tool to use. But if you are doing on Google Search campaign for a really specific in a small, small client, you don't really need to use that, but it is a great tool if you know what you're doing. If you have a wide variety of products, it is a great tool to use. See you guys in the next Display Campaign. 14. Google Search Ads Copywriting: Poverty words that you need to use in your google Search ads. So you can convert every single person that sees your Google Ads. So we can achieve higher click-through rates then ten per cent. That means our expected click-through rate is gonna be higher. And also that means we're going to get lover CPC. So google regs as higher in the Google ad rank. So first and foremost, I will tell you want old-school strategy if you want to pin whatever you're writing. So I'm going to unpin this and I will talk about the strategy that I'm going to show you. The first strategy, which is kind of old school, but it is still used by a lot of people. And in this case, we are going to, in the first headline, we want to use the service, whatever we are offering, we are doing cleaning service, let's say right. Cleaning service. Let's say we're doing this in a certain area in Chicago, cleaning service in Chicago. So that is going to be our first headline and we will pin this in the first position. But also we want to pin other variations of this. And that way the first position can rotate in and of itself. So as you can see, these are essentially the same things, right? The service, and we're putting the place name. So this is for service-based businesses, but essentially what we wanna do is the service. And in the second, the second section we want to put the benefits. First headline is going to be service. Second headline is going to be benefit. And the third headline is going to be called to action. So in the second one, in the second position, we want to pin a lot of content, let's say a lot of headlines so it can rotate in and of itself, the rest. So of course, if, if this is one of your benefits of your service, you want to put that here. And let's say our other benefit is tedious, but we're extremely, We are like super high-quality, high quality, top quality service. This is a benefit. Let's think about one more fine. It's cleaner than ever. This is one of the benefits they expect. This one of the benefits they will expect. What other benefit that we can find. So we can provide a quick service, right? We are finished in 30 min, a benefit. So what we're going to do, we're going to pin those benefits in the second position. Bam, bam. So these benefits is going to rotate in and of itself in the second position only. And the third headline is going to be called to action inquire now, so there's no guarantee that the third headline is going to show up. So what we want to do, we want to put the call to action in the third. So in case it shows up, we want to get that click. So don't look at this because the headlines in that ad group is, this is totally, I'm showing you how to write the copy, the strategy that I'm using. But don't look at the headline here. So it is not going to show accurately because the headlines and the keywords are not matching. So enquire now, contact us. Today. Get in touch right now. So, and then we're going to pin that on the third position. So this is the strategy, call to action or the third and the second benefits about your service. And in the first service in the area, let's say you're selling a product. In case, let's say if you're selling your products, you don't want to put, of course, something in Chicago and you want to put whatever you are selling in this case, maybe red Nike shoes. If it is red Nike shoes and then you put the product name and of itself, what they are searching for. The second strategy is we're not going to limit anything here. So this will be giving a lot of poverty google algorithms. So we just want to unpin everything here. And we want to use a lot of keywords slammed into our Ads. So usually we tend to see some of them working better than other. There's no a given role in this case. So what are we gonna do? We're going to start writing our headlights for the cleaning service. Again, we're not going to use any call to action. So if you use call-to-action and don't pin it, there might be some cases that inquire now and contact us can appear back-to-back and is the worst thing that we want. So if you want to use Chicago, Chicago, you want to pin one of them so it doesn't appear back-to-back, right? So top cleaners, top quality service. Finally cleaners, we finish in 30 min. Cheapest and highest quality, cheapest and highest quality refinishing thirty-seconds. And that is one strategy. But in this strategy, we don't want to use any sorts of call to action. And in those writing headlines, I will give you a polymer words that you need to use if you want to get more clicks and more higher CTR. So the first one is going to be free. Of course, if we have a, let say, free service when they come in at the first time, free service is used if you subscribe, so on and so forth. The second one is sale. You can use the sale if you have a sale, of course if you don't have it. But those, these keywords are actually proven to increase your conversion rate test. So as you can see, we're using this fast here, which is also a proven power work Grant. Grant is used a lot. If you have a big sale of grand opening grants sale, you can use this if you have a service. Stress-free is also one of the biggest power words. Stress-free you can use to generate more sales and more inquiry. No hassle is also one of the poverty words that I'd like. You can use it in services for products. It doesn't really work. No hassle. I really liked this Keyword Tool. My favorite power words are complete and ultimately are used them all the time live. Let's say we're selling cookies, right? Ultimate gift for your husband or ultimate gift for your mom. So I love to use Ultimate is a part of auburn and I tried to use it in two of the headlines. And also complete is one of my favorite power birds as well. So you can use complete if you have a course of some sort of an info product, I tend to use complete or if you're given a freebie, that works really well. I hope you use these power words that those powerful words are. Also, they worked really well on your landing page or in your copy. Fantastically. Hope you find it useful. Drop any questions that you like. I will be happy to answer them. 15. Google Ads Auction Insights: Hey everybody, How are you doing now? It is the font part. We're going to optimize our campaign by looking at the Auction Insights. So as you guys know, we covered in the first slide, the first thing, it was the first slide where recovered went over the Search impression share. So what the competitive metrics, what do they mean and what certain things mean for us? So we're gonna look at that. So please pull up that sheet if you have it handy or go to the first slide, I've watched it again. So while I'm, what I'm going to do is go to that campaign that I have the most traction on tracks. You mean like in a certain period I spend the most amount, which was not most at all. It was just a trial campaign or a Search, which is Copywriting course, as you guys remember from the previous section, I had to exact matches in that specific ad group and I had one ad group here. So once I clicked here is you can see at the top I am honored that specific campaign. And other that can be I don't wanna do is I want to go to under ad groups. You can see there's Auction Insights. So I'm gonna look at the oxygen size of the ad group. So I was looking at specific or two keywords. So what are the two Keywords is Copywriting course, best Copywriting course, right? So in, but you'd have to take courses to take that into consideration. You have to select that exact same time range you want to look at. I usually look at last month, but here since I don't have much data, I will look at all time and covered the hall. I just spend like 23 days. It's not enough data. You want to look at the Auction Insights data for at least you spent a month of data. But since this is a mock-up account, account that I test certain stuff, we're just going to look at at the given time that I spent that money. So what you're gonna do, as I said, usually look at 30 days worth of data. Under the ad group, there's Auction Insights. So I want to click that Auction Insights button. And as you can see, you will see in the Copywriting course keywords that I am bidding on which brands, which websites I'm competing against. Look at this. I'm competing against Skillshare. I'm competing against wholesale dot EDU. I'm competing against Cornell University. I'm competing against Udemy. I'm competing as a way that come. I haven't heard of writers that work, writing classes.com, Denver Denver Ads, google.com. So you can see I'm competing against a lot of people here and big brands, big names, they have huge budgets. But since I'm bidding on really specific keywords, you'll be able to see. I, I, I am getting impression share 55.83%, which is way higher than my competitors here. Why am I able to do that with such a minimal budget of investment? The reason being is I am bidding on specific keywords, probably like Udemy spending millions per year, right? But I just did a small test on a certain day. So all that's why these metrics can be deceiving if you look at it really short period of time, which should be a month wird of theta. That's why I'm saying this. But overall, since I am bidding on a couple of keywords, in this case to keywords, it is quite feasible for this to happen. They're bidding on multiple keywords. But for this keyword, it is important that you look at who you're competing against. Alright? So overlap rates and position a berates, overlap rate, how many times you're overlapping with that specific audience. If you want to look at the data, this, sorry, definitions, go over that part and wait a little bit. As you can see, the definition pops up is how often enter the advertiser's ad received an impression is the same auction. So we are, we're competing in the same auction. And position about raid, how other advertisers is shown higher than you write, it is showing up. So in this case Cornell is Chavan above me, way higher than the rest. In this case, Cornell probably has a Copywriting course specifically, but their budget for that specific keyword is why? Because they're impressive shares whale over them. I look at this, but a good impression, share for it auction insights that you know, you dominating the spaces has to be around 80% and above. So I have still way more to go to spend, right? So I need to spend way more to outbid those guys. Why? Because there's a huge position that I can go up to 885 per cent if you're a 90% App in impression share. Guys, that's absolutely amazing. So there's no way you could improve. And with the given keywords, what you can do with the impression share as you can introduce new keywords. So there's the only way you can spend more budget and then get more leads out of it. If you are under 80 per cent, you still have more room to go. So in this case I have more room to go. Alright, so let's look at the top of the page rate. So How many times my ad has been shown above the first organic results, it's quite a big guys will get this 95.19 per cent. But if you look at the top, absolute top of the page, I'm not always dominating. Look at this. For instance, Cornell is dominating at the absolute top of the patient. It is not called domination. I mean, 60% is not domination guys, if you're around 70%, that is complete domination. If you're around 70 here, and if you are 90 here, that's the absolute best case scenario. That you know, if you spent a more, you're not gonna get more. That's going to where it's going to have diminishing returns. So you have to take a look at that. As you can see, my absolute top of the page rate can improve hundred percent. So our tracking series, we can see how many, like what is the percentage of I am being odd ranked. You can see the percentages are pretty close. I mean, there's no one called pattern that is blowing me away. Usually, Cornell is not as high here, but especially if you look at the position A-bomb rates, we can see Cornell is definitely putting a lot of money behind Copywriting. But specifically, we are going after really specific terms. We're going exact matches on my website. Page load speed is super high. That's why pretty much and also the budget also plays a huge, plays a huge role here. But this is the competitive metrics. So let's take a look and go back and look at the actual budget, lost impression share budget loss. So it will show me. So we cannot see it here. But what can we see? What is the reason that I've lost that impression share, for instance, or is it due to the budget, or is it due to the rank? So we have a general understanding about who we are competing against and how can we improve, right? So this numbers gives us that who our competitors in that given specific keywords. Let's say we can, um, if you want to go after competitors, for instance, and you haven't started with that competitor campaign I told you about. After a month, you look at that UCR Udemy. You can maybe have a separate campaign, uber Udemy Copywriting, if you want to go off to a Copywriting Course For instance, or let's say you are selling sneakers and you see you're competing against culture kinks and you say culture King sneakers, right? And that way you can go after your competitors who are close to you, but you have the ability to odd rank them. So we're gonna go back to Campaigns. And let's find that Copywriting, the bad boy Copywriting. So we can add a filter here by the way. So if you want to look at copy UPS, campaign name, campaign name contains Copywriting. So you will only see that Copywriting Campaign, which is a great way to filter that. Alright? We can only see that Copywriting campaign over here. So we're looking at this specifically filtered. We, you can filter certain names, campaign types, you can feel for everything, you guys. Alright, so we have the basic metrics that we went over. But firstly, we're going to cover the competitive metrics and then we're going to look at other metrics and see what can we improve. Alright? So as you can see at the top, we have paste, Search, segments, columns, report, download, expand and so on and so forth, right? So what I want to click on is columns. So under the columns I want to click on modify colors. And under the Modify Columns you will see competitive metrics. And under competitive metrics we all have that stuff that we went over. So we already looked at impression top impression epsilon native brushes share. We already looked at that. So what I'm going to look at is lost because I want to see what I can improve exactly, right? So absolutes, alright, perfect. Now I'm, you can save this by the way, or you can every time you go into your account, apply this. So it will show up right then and there. Alright, we are seeing the problems. Search, impression, lost. Search lost due to the rank. It is quite high guy's 50%, I'm losing duty to ranking. So what I can improve, recovered, what, what takes into closer to rate, what is taken into consideration when ranking certain Ads. One is relevancy, one is page load speed, one is how many times that specific keyword is on your website, how many times that keyword is on your ad copy or headlines and description, so on and so forth. So I might fine tune that. And Udemy, probably their website is way more fine tuned and faster loading them might not want a precise you are about that. Let's look at the, so this is the overall lost rank, right? So there is the lost, but due to the top lost, top impression shared, this is top of the page. Guy is not absolute top of the page. So let's look at the absolute top of the page. There's huge due to the ranking. So my competitors are to rank at the very top. There. Ranking is hundred percent better. So I might need to tweak my website, which I need to put more Copywriting course, are the best Copywriting course keywords on my website. So google thinks it is more relevant and I need to increase my CTR expected CTR is one of the big reasons that contributes into the ad rank. Ad rank, right? So as you can see, my CTR is 5.44, which is not good guys for a Search Campaign, you should always end about 10%. So I have a good idea. Ctr is probably one reason. And as I said, I'm pretty confident with my page load speed. So the second biggest reason is probably the irrelevancy on my landing page. So I have to put more keywords in there. Alright, so let's look at the Search lost due to the budget. Let's look at this. 0.50, 10.50, 10.51. What does this mean when you look at this? There is no way if I increase the budget, I'm gonna get more clicks. There's no way. This, these metrics, competitive metrics are telling me the reason that I'm not ranking at the very top as much as I can is not budget is the rag. So even if I spelled like thousand dollars every single day, most likely I'm not gonna be able to spend it because I'm literally tanked. There is not even 1% lost due to the budget. The majority of ranking loss is due to my ranking. So I hope that was clear guys. If you see, let's say this is like 60% and this is like 0.10 per cent or 10%, 20%, or up to 30%. Your problem is budget not ranking, but if it is both 5050, you can still slowly increase your budget and slowly increase, improve your ad rank. As I said, dude, in the ad rank, I showed it in the previous chapters. Take a look at that if you don't know how, what improves or one helps your ad rank quality score improve. Go to that video and see what actually improves. Hope that was clear. These are the competitive metrics. Always take a look at that. Always take a look at specific Campaigns, guys. So those will be really important. If you look at the whole just one campaign, it won't tell you much, right? It won't tell you much. So you can go modify and go to competitive metrics. Should be somewhere here, yeah, you can add those and then click Apply. So you will see under each ad group what type of keywords are competing and what is the ways the room for improvement for your campaign. Alright, see you in the next one. We're going to look at Optimizations 16. Google Search Ads Optimization: How are you doing team? We are going to cover the Campaign Optimizations and how, what type of data that we need to make certain decisions. By the way, if you're enjoying this course so far, please give me a review. Devil helped me a lot. I'm super thankful that you're enrolled in this role, in this specific course. But what really helps Udemy algorithm? Not only me for you to read it, but I don't really specifically want a five-star rating. Just give you an honest opinion about the course. That will be really helpful for me and the algorithm and other people who want to pursue a career in Google, Ads and PPC. Alright, let's get to the campaign optimization. So we have three levels of Optimizations, campaign level, ad group level, and keyword level. So we start with campaign level. Let's say you started running your Ads and what you're going to do. So compared to current performance against the expectations. Let's say you are expecting to get a CPC of ops or just went away. Let me get myself at the top again, float on top. Alright, so let's say you want to achieve a certain CPA and urinary achieving that. So you're gonna go back to your Campaigns honoree over here. We are on there. All Campaigns, right? So we're gonna look at your campaign. Let's say we're running and campaign here. And you're going to look at that campaign Search Copywriting questions. So I'm looking at this. What can we do to better this Performance in this case, I don't have a conversion action here. But let's say I will look at my CPC is super Hi guys, like my CPC is sky-high. What I can do and I have to literally to keywords only. And you can see not eligible and it's saying below FirstPage bill is only seven bucks like even the below FirstPage. What I mean by this is the top of the page results and on the organic results there appearing below first pages, the bottom of the first patient in the second pages, usually which is super Hi guys. Below first page, this one is almost ten bucks, so I cannot do much here. So this is a really competitive keyword, but I can look at my CTR that's super high, but I've will look at my original CTR from the campaign well, because we're now optimizing the Campaigns, right? So I will look at my campaign. Ctr is super low, like I need to achieve at least ten per cent. If I am going after this type of CPC Keywords. If I'm having this, That's terrible. So I need to work on this CPM, as I said, don't worry about CPM when you're running Search Ads, but when you're running Display type Ads, you have to worry about that. Let's look at impression, Search, Search loss, impressive share as we looked at it before in the auction setting. Now we have a huge gap, not in the budget but in the ad rank. So I have to tweak my copy and tweak my landing page. So the learning page is not there anymore, so I deleted the landing page, but I would have to, as I said, put that specific keyword, let's say in this case, our Keywords is what? Copywriting course, best Copywriting courses. These have to appear on your landing page at least five times each. So that's why some businesses have specific landing pages for specific campaigns. Let's say I'm a marketing agency. I don't want to just build one website and say, Yeah, we're a marketing agency. If I'm going after Facebook Ads services, I will build a landing page specifically for Facebook ads and a lot of successful agencies do that guys. Most of the agencies are lazy, but the ones that are successful build specific landing pages. You don't have to worry about building all the pages. But if you are a service business and you have main revenue driver services, you will go after dose, right? Alright. So let's, let's look at the second one, your review device bid adjustments. So this is critical guys, so we haven't covered this yet. So now we're going to cover this bad boy. So what I'm going to do is going to go to setting. I'll go to devices here. As you can see, we're still, we have to go back to all Campaigns. And I clicked on the campaign. Now we have device at the very bottom. There's you can see. So we can adjust our bid and allover and increased shirts and bids or certain devices. So you can see, or we have mobile phones and most of our clinics came from mobile phone. So you'll look at that. Make a decision. As you can see, mobile For CTR is way higher than computer CTR. And look at the computer CPC. Like I didn't take a look at this when I ran this campaign because I only did a test for two days, which like two days is not enough, but I'm just showing you here's what you should look at in this case. If I'm running this now what I would do, I will come here it just the bid, decrease this bid by 20%. So what happens when you decrease the bit 20%? Let's say we're bidding $10 for this specific here. If you example here, if you 10-dollar bit, if you decrease it to 20%, now we are Bidding $8 On computers only by the way. So are the ones that we were bidding on. Mobiles and tablets are going to be saved. So you have to look at data. You need to optimize So you cannot start right away with this. Don't do it. So you're always have to have some beta before you make a decision. I sometimes personally start my campaigns by decreasing the tablets by 100%. So this means I'm exploring tablets, so I don't want my ads to show on tablets because usually the tablets are used by kids and grandma's grand *** and purchases are usually really loud. That cost per acquisition and cost per acquiring a customer to buy your product is extremely high, so I don't want to spend any money on getting irrelevant clicks is this case we didn't even have clicks. So that's why people who are looking to purchase are not usually on tablets, but of course, be open about it. If you, if your target audience, maybe you are going after families and kids are on iPads, you might want to leave it on. And also, if you want to go with brand awareness, if you have a client that is going off the brand awareness, you should definitely should leave it on and make that decision after you have some data. So you will see convergence for instance here and cost per convergence. Let say my cost per commercial on laptop is really low. So I'm paying ten bucks maybe to get a purchase. But on mobile phones, I am paying 100 bucks, right? Why would I do in this case, I will come here, decrease my bid drastically, maybe like 30%. So don't go about 20 to 30% when you are decreasing the BID unless you want to stop it completely. So in this case I want to pause my tablet completely. In this case, you can do it, but if you want to adjust the budget only don't go over 30 or 20 or let's say you have this lucrative, you don't have to decrease it, or you just can't keep it simple. Keep it as is. Let's say it was zero, right? So you're not doing any change or you can just increase it by, let's say, ten per cent if you're getting more purchases here, this will call cost per acquisition is lower here, right? But in this case, what I would do decrease this 20% and delete the copy to lower my bid on tablets. Let's move on guys. I hope this was clear. This is really important, but you have to have some data, review audience demographics, bid adjustments. So this, this is more accurate. If you're running a, a YouTube campaign Discovery campaign, you can do that. But as I said earlier, I don't suggest you make a lot of changes on audiences or demographics because it's an intense base. So we can exclude people or certain ages. We can include people are certain ages. But as I said, all Search, you don't start right away like this. Alright, review audience, demographic bid adjustments. Yes, we will add schedule. So as you know, we started the campaign by scheduling the ad, which was by the way, you will have access to that document right away. Let's say you're getting we will looking at the time and you're getting most of your convergence happening. I'm in Monday, let's say from let's say like in the morning, right. 03:00 A.M. or something you're getting most of your conversions in the AM time. What you will do, you increase the bids in an time. Let's do that, shall we? Alright, so what I'm going to do is divide these into four pieces. So what I would do is divide this 24 hour into four pieces. So first I will do 06:00 A.M. six to know. I will start here to 6AM. It is better. All right, guys, Now we're back and I did cut those like Do divided these days to four. So you can see certain days and then it is good for you to do it after you get some data and then you split it that way and then you will see certain times performing better. Or you don't necessarily divided like this. This is a way that a mentor of mine taught me, which works pretty well for me. I mean, overall, but sometimes I just don't do it this way because the reason being as it is totally up to you, but this is a strategy that you can follow if you divide it that way you can see after you have some data of course, so divide this first month, don't divide nothing. And then after a month you will get some that then divided Dam located after a week. And now once you will say for instance, you will see and I mean, like 12:00 A.M. to six AMU see no conversions whatsoever then what you do on Mondays, Let's say Come here, decrease the bid biologic 20%, right? So you don't spend in that specific time that too much money. That's a good little adjustment that you can do. Or maybe on Saturday, you have huge, huge like full day Saturday. So there's no point for us to divide it like this. So what you wanna do if Saturday is perfect for you, whole, our whole 24 h, so you increase by 20 per cent or hours, right? That's why I said this dividing method is not the best method, but it's a method that sometimes works for you. So dividing the day to four pieces. So usually this part doesn't really call merge. Well, I mean 12th AM to 06:00 A.M. but of course, in some cases, if you are going after, That's why I divided my campaign to Australia, United States. If you're serving a digital product to English speaking countries, this wouldn't serve you well, and this will serve you well if you only specifically have one campaign for one country, if you have white campaign for multiple countries, this wouldn't make sense, right? So that's why I divided my campaign to countrywide that I can see. Okay. So 12:00 A.M. to 06:00 A.M. nobody's really going to actively search or either converge, right? So this is one strategy as we covered. Let's go back. So we've covered all these Audience Network. We did audiences ad schedule, yes. So audiences, as I said, you can add certain audiences or exclude certain audiences. You can exclude something. But let's say a person bought from you, from a Search Campaign. And do you think that a person is going to still look for certain Campaigns, certain keywords that he already bought, right? That will make sense. So maybe you can exclude that. I mean, you don't need to exclude that audience because they're not going to Search that again if they already bought from you, right? So that's there was no reason to do that. But what you can do instead is let's say you can specifically target certain audiences if you want to. As I said, I don't really suggest it. That's why I'm not going to cover this. You can go in audience segments. At audience segments, you can add it into a campaign or a group, ad group. And you can specifically go after in-market audiences if affinity audiences, so on and software, as I said, not a big fan in Search ads. So we're gonna go down Search Settings, networks. We covered this. I never enable the search networks and partner websites, Display networks and so on and so forth. Other searches, I don't like it. If you have no impressions, you can include them. But I personally only one my ads to show on Google Search locations is pretty cool. Locations you will have a lot of ability to play around if you want to optimize a little further, you go to locations. We are still under the campaign settings. Here you go. Alright, so we're under location, so I want to take myself out of the way so you can see better. Alright? So in this case, what I did is in this example, we are targeting under one Campaign different countries, which I don't suggest, despite the way I don't suggest you do this. This was a test that I conducted for two or three days only. But let's say you did or you tried something. Usually I suggest one country for one campaign, that's the best way to do it. Let's say in the cases, let's say you did this United States, you have 20 clicks. I have a suit way higher CTR and lower CPC. Look at this guy's where, how your CTR, CPC in the United States and Australia is not that good because this, my CPC is even higher in Australia and my CTR is lower. I mean that, that is a great indicator that I should do something, right? Watch, what can I do? I can either remove this, exclude this, or decrease the bid adjustment. What I suggest you do is if we don't have commercials, but if there is huge amount of data that Australia, Australia is not giving you any type of convergence. You simply exclude that. You excluded them. So you're not serving that country anymore. We have some impressions, so now it is loading, excluding. Alright? So what you can do instead, that's not it by the way, you can do a lot more. So I'm going to come here, click on this, and then I'm going to click on narrow buy, but you have to tick that box. Otherwise you're not going to have that, right. I tick that box. I just want to further drill down which states given me most clicks. You can take a look at that as well and you will have certain states. They're not giving you an elite or convergence and so on and software. So then you can exclude those as well. So let's take a look at this. And my CTR is, but by the way, if you want to look at CTR, make sure you have at least ten clicks, otherwise you're going to have statistical insignificance. So it wouldn't like if I had if you had one impressions in one-click You will have 100% CTR, which there is no such a thing like they like, it will happen but doesn't give me any statistical significance. You can not make decisions on. That's kind of small data piece. It doesn't make sense. But in this case, just imagine we just, I'm just giving you an idea. Make sure you make decisions once you have at least ten to 20 clicks, at least. Otherwise, wouldn't, that wouldn't make any sense. Alright, so New York, state New York. So let's look at the state New York is giving me way. I CTO goes looking at the 17%, 17% CTR mobile, my CPC is quite high. Look at Alabama. My CPC is really low. Look at this. Georgia. Wow, guys, Georgia, my CPC is law and my CTR is to the roof. As I said, you're going to have lots of significance is statistically insignificant, but just, I'm showing you what I look at. If let's say you have time this buy hundreds so you will be safe in your head right now once we are looking at it. So George is a good state. So what I wanna do is like it's giving me a lot of, a lot of clicks, right? But you will have to ask suggest you look at conversions as well. So let's say you have bunch of clicks in here. You spend, let's say, I'm here, I'm here, I'm spending like six to four bucks. But if there's no conversions, but these are giving me convergence. But even though your CTR, so if there's no convergence, exclude that state right away. Bam, excluded, Exclude New York for instance. It's giving you a lot of junk clicks. It may be some junk, maybe they're going to commerce in the future, but I don't want to take that chance if they're not giving me any convergence or some campaigns are some states they're giving you saw high CPC, but they're still giving you some convergence. Maybe I would do. Let's hit this campaign. This state is giving you some convergence, but a really high CPC. In this case, I would just adjust the bid. So I will just decrease the bid 10%. So I will spend a little less. But since I'm getting conversions from that state, I will just keep it there, right? Setting bids. Yet we looked at this, it is campaign level conversions. Check your conversions always. Let's look at the ad group level. So return on ad spend. Of course you're going to look at the return on ads. But in this case we have, I think one ad group. So it is almost the same what we're looking at. So we clicked on the ad group. Now we're on the ad group level guys. What we're using in terms of, I think maximize conversion in this campaign and not 100% sure, but we have to take a look at it. So you're going to look at all the data. So I'm gonna go to columns, Modify Columns, and we're gonna go to return on ad spend prefer, I think it's underperformance. Nope, not other Performance or average CPC get the average CPC called Merchant Yes, on the commercial value. So by convention, by time, cost per conversion value over conversion, conversion value. Click them all guys. So conversion value, how much that specific ad group, for instance, brauche in sales, right? But in this case we don't have that. You might be asking why Jim? Because regenerating leads, this is a lead generation campaign, right? So you will have data by the way here. Let's say one ad group is giving you a lot of convergence, right? A lot of commercials. But you're conversion value. Overall, they're not really like the amount of sales that, that ad group is bringing his law lover than, let's say another ad group and they add the other ad group is the convergence or lover. The conversion value is higher, like overall what they're bringing. And let's say in this, in here, you cost per conversion will be lower because the purchases are not giving you high number of revenue, but in this case, they're giving you Hiram number of revenue. What we would do in this case is I would increase the bids here. So that's a good indicator that these guys, this campaign, this ad group, sorry, is giving you a super high number of revenue. The revenue, commercial value is really high, and I will increase the bids if you're manually doing that, increase the bids. Specifically, I'm to 10% to 15 per cent increase the bids on that specific campaign if you're doing it manually, by the way, if we're not doing it manually, you cannot do that. So by the way, you can set a max, Max CPC in a maximized Conversion Campaign. You can do that. You can adjust your target, ROAS, let's say we change our campaign cost per lead, let's say to target CPA, right? Imagine we have bunch of, let's say. Alright, now what I'm going to do is get to commercials and select conversion, maximize conversion. And I'm going to set a target cost per action Which is going to be, let's say I'm driving the leads for 50 bucks, then I'm going to reduce it to 25 bucks, right? So if I'm getting 50 bucks, I'm might be with 25 is like half. I wouldn't do that if I'm getting 50 bucks leads. I want to get that to 39.40. So I want to slowly decrease the target CPA, right? If I'm getting 50 bucks leads. So you want to slowly go down, slowly go down and slowly make it count them. So this is the thing that we were gonna do, and now we can go back to our ad group. So you have to target CPA here per ad group, each is gonna be the same, but let's say one ad group is giving you 30 target CPAs. So what you wanna do in this case, get that ad group target CPA to 20. So you slowly move it down. If an ad group is performing well, let's go back. What do we have? Bid management, rescue good performance, yes. So some of them can have acceptable royals or target CPA, look at the keyword level and to see if the majority of those commercials were driven from a single keyword. Let's say, instead of one ad group is not giving you good amount of leads or convergence, rather than killing that. You're going to go in. Let's say all of the commercials are driven by one keyword and the rest of the keywords are trash. So what you're gonna do is kill the rest of the keywords, the trash wants, kill, meaning like pause it and then keep the one that is performing so you can save that ad group rescue that ad group impression and click Share. We covered this. It is under the Auction Insights or you can still go here and under the column section, look at what you can improve the, or the lending page of the budget or ad rank, so on and so forth. So keyword harvesting. So I look at the search terms, we covered this in the search term section. So search terms, if there is a keyword that is getting more than ten clicks, you can add that as a keyword into your AdWords. But of course, not the clicks is not done. Not the only good thing that you need to have convergence with that specific keyword, negative keyword audit. We covered this adding negative keywords, bid management. We covered this. Look at last 21 days or 30 days, as I said. And then once you run the campaign for awhile, you will be able to see your quality score under the keyword level, right? So we're under the keyword level once we, or we go back to the keywords. And you will be able to see guys and girls Search Keywords. A Sorry, quality score here. Out of ten, you will be able to see that. Once you see that if it is on there, seven, as we said here, if asunder be under seven, make a good good audits. So look at your landing page, look at your ad relevance. So if you're ad is, doesn't have any keywords in it, the headline or in your landing page. Take a look at that. Arrange your website load speed, everything, do everything, right. And current ad test testing the Ads. As I said, I usually prefer to do one ad under each ad group, but you can test extension. We covered the extension and check the lending page as we covered this, this is the Optimization guys. This is 24 h what you are going to check three days, what you're going to check seven days what you're going to check and ongoing optimizations. So take a look at that. If you have any questions, please do not hesitate to ask me, I'm here to help you. My success is, your success is my success. Actually want you to be the best PPC manager that you can be. Please ask me any questions. I can look at your account, whatever it's all inclusive. Take care. See you in the next one. 17. Google Display Ads Targeting: Hey everybody, How are you doing now we're going to cover google Display Ads. This is a type of ad that is pretty common. A lot of business owners use it. Should you use it? We're going to go in really dept. And what should you expect from a Google Display Campaign? Because you have to know Google Display Campaign if you want to be a PPC manager, if you want to work in an agency or in a marketing department, this is going to be critical if you want to call yourself a PPC specialists, pay-per-click, which is, alright. Who should you use? Canvas campaign type Display Campaign tab is if you don't have a budget over $2,000 per month, you should not touch it. Is this a rule that you should not sway out of? No, it is not a rule. But I personally suggest you do. There is no point if you have a budget lower than $2,000 per month, you shouldn't spend any amount on Google Display Campaign. Why? Because Google Display Campaign, if you have a $2,000 budget, this means you don't have a big marketing budget. If you have that every little amount, every little dollar amount is really important for your business. And if you have that, if you don't have over 2000 per month, that amount, you even if you spend 1,000 or google Display Ads, this is not going to give you a return on investment. The main reason is you cannot see a return on your investment from Google Display Campaign. So you might be asking Jim, why are people using this? Because it is mainly used as a remarketing tool. And if you don't have a budget over $2,000, There's no point of view doing re-marketing on Google Ads, specifically on Facebook ads, yeah, maybe you can do this. This is not a written rule by the way, you can test. Maybe you find it works really good on you. Like good on you guys, like go ahead and try it. But in my ten years of experience in a lot of digital marketing, experts in the space of talking to a lot of Coca-Cola's Marketing Manager. And I am friends with a lot of business managers over time that I have come across and I've trained lot of marketing teams over the course of my career. My experience personally, because marketing is always testing. You have to test a lot of stuff. That's why I'm saying there's no written rule. But if you asked me, don't spend money on Display Campaign. If you don't have a budget over 2000. If you have, let's say 2,500 or $3,000 per month. You can spend, let's say 100, 200 bucks is a re-marketing on Display campaigns. You can do that, right? If you're running lead generation or Shopping, doesn't matter, doesn't matter. That's why I suggest you not gonna see an instance or a high return on investments from your Display Campaign. If you are running ads for clients and client comes to you and says, Jim, I don't care about sales, I don't care about lead generation. All I want is brand awareness and reach. I want lots of people to see my ad. If that's the case, if they want that as an objective, not sales and leads. This is a great tool. This campaign type is amazing for that because you're gonna deliver literally $0.10 clicks from Google Display Campaign. But think about this. Not all the clicks are going to be intentional clicks because you're Ads is going to appear on mobile apps. Once people playing ads, you know how that cross button is really, really small so people can't really click on it. And that's why they end up clicking on your ad. Google will. Thank you. Yeah, this person clicked on our customers Ads. That's why I said that. If you want to diversify your advertisement, that's that's an option that you can do. Maybe like you're running Google. Lot of all the types of Google Ads you have to really be budget. And you have maybe let's say 20 K, 50 K. And then you're not going to be able to spend everything will Search with Discovery, of course, you want to run some Display Ads and that will support, as I said, google says, the average, it requires 300 different touch points on a customer's journey to before it, before that person buys. It can be organic in-person Display Search. That'll have to touch points, meaning it doesn't have to be like they click on the ad, but they see it maybe that, that's where google Display Ads come in and they, they're a great brand awareness tool. And as I said, if you're going off to a cold prospect with Display Ads, Don't expect sales and leads. This is a supplementary campaign type. If you supplement this as a re-marketing. Yet, in this case, if you have a big budget, if you will work really good, or if your brand awareness, sorry if your main goal in campaign objectives, brand awareness even worked amazingly as well. So where do these ads appear? So there's some examples here. This is what this is a, this is called banner at the very top of the page. This placement is pretty good, but you cannot actually detect Ads is going to be placed. So these, these can be native Ads. Lot of ads that you see online on websites, sorting news websites, all the websites. It appears on different sorts of websites. So if a person is a Google Ads partner or their website is like earning money from Adsense there running GDN, GDM, meaning Google Display Network. So they are running Google Ads here. Here it can appear everywhere, you cannot choose it. But if you definitely want to say, I want my ads to appear at the very top, you have to go to that website, specific website. You have to talk to them and say, Yeah, I just want my ads that appear at the very top. You have to personally do that. Google dot allow you that specificity. Let's go on. And this is google responsive Search Ads, sorry, Display Ads. They can appear like this. So by the way, you type in a headline, we will cover that in the Ads section. But it can cover the whole screen when you're doing like playing a App or a game on your mobile app. Or it can appear like this in your Gmail, like a Discovery campaign. Or it can appear like this on a YouTube ad or on a website or mobile. Usually it is appearing like this on mobile. And google Ads Targeting, Display Targeting. This section is a pretty complicated. We covered the first Search targeting in indeed, but here is gonna be a little bit more detail. So let's, let's cut the chat and let's dive deep in there. Audience targeting, right? There's gonna be, so this is gonna be your target audience targeting. Let me just delete this Display. By the way, it guys, again, you will be able to download this presentation. You can have access to it for lifetime. Alright, let's move on. So first one is demographic that we already covered in Search Ads, age, gender, household, parents, parent, parental status, right? All in segments in market about to buy life events, doing something like overall, maybe they're moving on, moving to a new place. They're just changing jobs. Graduation, affinity is a soft interests. They're not about to buy it. There are segments is remarketing is we covered this combined segments and, or you can create an OR functions customers segments is interests keywords, website, you can combine them all. Alright, we're clear on this red. There is also a Keywords section, but that Keywords section is a different type of keyword from what we are used to on Search Ads. This is not like a really intense for the type of keywords. So content targeting, it is mainly a quantile target. Your ads on websites, web pages, web pages, apps directly related to your keywords, related. So this is, this is important and why it is important, because it is related. It is kind of a broad match. So let's say you type in sports. Your ad might appear on sports-related channels and websites, right? Keep that in mind. Topic is really interesting in key, this will narrow your Targeting and this will narrow your targeting as well. So if you select an audience segments and put a topic, it will do an AND function. So Let's say you in, you did in markets. Golf club buyers, golf club buyers, they're about to buy. And also you edit a topic of fitness. So it will narrow of this style if your reach was like 20 million, now your reach will be like 15 million. So they have to also be interested in fitness. Your ad will show to all topics that match your other Targeting. That's important. A lot of people think that is, or either this or this, but this is actually end, this, this N, this placement is a little bit different. Placement is not an end function, it is an OR function. But I suggest always have your ad group separately. We're going to create a campaign and you will see what I mean. So here there's websites. You can put specific URLs where the best-case scenario is, put your competitors URL and show up on their websites. That's the best-case scenario, but not all your, all of your competitors are going to be monetizing their websites through Google Display Network. It's usually rare. Lot of service businesses don't do that because it kind of takes away from the user experience. In a sense, you can put specific YouTube channels. That's amazing way to target people. So let's say you're selling a fitness supplement, like your bodybuilding supplement or something, and you go to a specific YouTube channel that is about fitness, placed that URL so your ads will appear underneath their videos, right? That's amazing. Apps. You can do the same thing. Maybe you're selling a supplement, go to a fitness app, weight-loss App, and put you at. That person is already interested about, interested in buying. Like you losing weight and you put your ad right under that App, the person will see, oh ****, like I'm doing this, I want to lose weight. And I see that L, Let me see what's all about. So then of course your ad has to be really good, upper sorry, landing page has to be really good. And if that's the case, you won't get that client ops. Hope that was clear, guys, this is the Targeting section. Let's go to the Creative section. There are two types of creative guys. So the first type of creative is responsive, second type of is Menil upload. So back in today's where google Ads, we're mainly focusing on manual uploads. You have to design your own creatives in Canva or whatever platform you use Photoshop stuff and then put them in whatever the platform it is. Display usually. So this, if you run Display and manual uploads simultaneously, why will end up happening is you will get 80 per cent impressions from it, this responsive Display, and 20 per cent from manual App loads. Why is that? There's no reason google just prefers pushing responsive Display as more and Google will alter the assets that you give and they will create assets for you and you'll be able to see how that looks. If you don't like how it looks, you can take out assets, put in assets. It's totally up to you. So try to use more responsive, which is going to be easier and you will get more impressions. So google will also test which one is best performing for you, right? So Google wants you to make money, so you can spend more on advertising on Google Display. That's why they want to give you the best option. Let's say if you want to go with many uploads, these are the specs. So you can take this spec. So you want to create a manual upload 120 by 600 skyscraper, hundred, 20 by six. And we go create, design custom size, hundred and 20. By you, they're going to type in 600. Bam. Now you can create your own design like we, let's go design, let's say advertisement. Let's see what comes up. This one, for instance, right now you put that in BAM or these are all pro there are some free ones. Yeah. Perfect. I put a different color in the background, maybe. Like this, like this. Right? And then you edit this stuff for you, call us or click here or something. And then you'll be able to upload that right away. That's easy, But responsive is even easier. So you look at the specs, had to decide which one you want to do. I personally go with responsive, but you can do both guys. So feel free to do both. You will have access to this and then the next one, next module, please stay tuned and if you're enjoying this, please give me an honest review. That will help me a lot. And we will build our Display Campaign. Take care guys 18. Google Display Ads Bidding Strategies: Alright guys, now we're going to cover the Display bidding strategies. So we didn't cover this one yet. But this is also really important because you have to understand how you should bid when you are running a Google Display Campaign, right? Let's move on. So we have 1236 different bidding strategies here. So which one you should start with? So as I said, first of all, if you don't have any conversion action in your campaign, start with variable cost per thousand impressions. By the way, if you're starting a brand new campaign, I don't really suggest you run a Display Campaign, but if you have some commercial action, Let's say you have usually what I suggest this 20 conversion actions per campaign in a month. If you have that kind of data, if you have a little bit less than that, you can still run it. I suggest go with many or CPC always start with many or CPM variable cost per thousand impressions, we covered the movable part. It has to be 50% of the image is seen for at least 1 s. If it's a video, 50% of the video is seen for 2 s. This is what vivo means. So cost per thousand impressions, you set that really low. What do I mean by this? Let's say you set it to two bucks or something. It starts with really low. Maybe you can start with higher. You can start with maybe ten bucks. You got to quality sites. And then the more you love rate, the more you go to the shady sites, you don't want that, you don't want extremely low. And if you get to a certain point that is extremely low, you're not gonna be able to have any impressions. So Google will say, ****, Where should I spend the money? You're asking me to run your Ads for super cheap. I cannot do that. As we covered, CPM is cost per thousand impressions. And that's that strategy, by the way, also really good for brand awareness and reach. You should definitely consider this bidding strategy. If your client says I want brand awareness enrich, then when can we use manual bidding strategy? If you are even want to have some data in your Ads account, you can still go with many or CPC bid, usually the manual CPC bids are on display, campaigns are extremely low. I will put a note here. Usually it starts from 0.20 cents. It's extremely low light. You can start by Bidding this much, then you can go up to as high as two bucks depends on the targeting you have. If you're going after business owners, sea level, C-suite, like CEOs, chief Executive Officer, she's achieved executive management or something like really high-end chief financial officers or something. It will be expensive. You can go to two bucks per-click, but I don't suggest that tried to keep it at 1.5 to two. It is the maximum. Maximum you should go with a Display Campaign. And this will go up if you only, let's say target certain websites. If you target certain websites, that is like there's no room for the Google Display Network to play around. This will be a little bit high on re-marketing. Don't pay attention to this too much. If you are doing re-marketing, it can go up because there's only a small number of people who visited your website. If that's the case, don't worry about going too high on the CPC CPM as well. If you don't remarketing, please disregard the benchmarks, Audience Targeting, and overall benchmarks. If you Google that, what is the benchmark of let say automobile industry CPC on Display campaigns, they will give you some numbers. But if you're running a re-marketing campaign, that will be a little different. Keep that in mind. Please. Maximize clicks. Maximize clicks can be run if you are starting new because they don't need a conversion action to go with maximize clicks. They will just try to get as many clicks as possible. You can do that, enhance cost-per-click, you can do that, but you need some conversion action. Don't start with this, never target return on ad spend. You can do this on re-marketing campaigns. This is a great way to go after purchases on we marketing campaigns only maximize convergence. You can do that if you are doing re-marketing campaigns one, so if you go off to cold audiences with these, you will not get anywhere near enough convergence. That's what you need to keep in mind. And you will see that in the Documents section as well. And let's start running some Campaigns. 19. Creating a Google Display Campaign: Hello boys and girls. Now we're going to run a Display Campaign. Specifically, this is going to be a rich and brand awareness campaign for a Display Campaign, let's say a client comes to you and it says Jim or whatever your name is, your name your name is not Jim. Probably then I got to say Jim, we're going to run a brand awareness campaign. My objective is brand awareness. If that's the case, we're going to run an awareness campaign with a specific bidding strategy. And we will run a campaign that is focusing on re-marketing and getting people who visit our site to get back and buy from us. Alright, so let's start. Let's imagine we are selling a Copywriting course. Let's just think about that, right? Our product is that, but we just want to increase brand awareness of our business. Let's say, right, That's the example for now. We're going to click on the plus sign as always we do. We're gonna go ahead. So in this case, a lot of people usually say, go with brand awareness and reach. So they will show you what type of Campaigns you can create. We don't care about that. We'll just go with creates a campaign with a Goals guidance. Alright, so they're gonna give us some sections we want to click on display. As you can see, our conversion action is showing up that we created previously. And we want to write our campaign nave pretty well thought of. And we want to make it structured so Display. And we want to write the goal, brand awareness. And then let's say we want to target to people in United States. Alright, so as I said earlier, I wanted to put one campaign to 11 country into one campaign, right? If I'm maybe targeting Europe, there's gonna be smaller countries and stuffs. Then I might go like whole Europe or something. But in this case, I'm going after brand new campaign, Soviet starting new. Let's say, you said United States, want to type that in. United States. We're targeting that. And there's little critical thing that a lot of people forget. I'll get myself down there. They never click on this location options. So we want to do people in or regularly in our targeted locations. Egn is we covered this. We don't want to put English here because there are a lot of people who speak English pretty well and their browser is not set to English, so we don't want to lose people. We're going to click on More settings is always devices. Since this is a brand awareness campaign, guys, I want to enable tablets, mobile phones, and computers. Again. Why? If it was a conversion campaign, I would not do tablets or tablets only. I would do mobile phones and computers. But since this is an awareness campaign, I don't care where people watch my see my Ads. That's really important. More network settings, agitation performed the best Ads, yes, schedule. We don't want to touch anything since it's a brand awareness campaign and campaign URL, we don't want to touch it. No end date, and there is a little thing, content exclusion. So this is critical. If you are running an ad for a business, big business, you have a big client, you don't want to exclude those. So let's say sensitive content, tragedy and conflict. Because there was one incident where Toyota show their ads on one really horrible accident or was it was a senior racial, racist content or something. And they lost huge, huge publicity. They had a bad publicity, but they lost profit. And that particular year sensitive. So we just want to click them all. We don't want my Ads for showing their park domains. Want to click that as well. And embedded YouTube videos. Think about that. Live stream videos, think about that as well. A lot of people take those because those people are awaiting something specifically, they don't want to take action right then and there. But since this the brand awareness, I want to keep them on, I don't care. You can exclude stuff here as well, but I don't usually touch the dose. So a more settings, There's head rotation and so on and so forth. There's nothing, Nothing else we want to touch. Alright, so the budget, I usually suggest you can go as long as $5 per day, but since it's a brand awareness campaign, we want to go with 15 bucks a day. But this is by the way, budget and Bidding we haven't gotten to Targeting yet. So keep that in mind. We want to show the best-performing ads to that specific group of audience. And we are going to do specific ad groups and specific campaigns. Again, why? As I said before, in Search canopies, if he chunk a lot of audiences in one particular specific campaign, we won't be able to see which one is performing because google will like to spend the most amount of money and they will push and spend the whole budget on the biggest audience, right? So we don't want that to happen. So usually what I would do, let's say I want to put it to ten bucks, then I will do my testing and I bonsai see some think performing really well. I will change them. So we want to pick the bidding options. So you can see once you click on they will give you some options. You can click, Learn More to see what their full definitions are. Ben, I want to go to, as I said, since this is a brand awareness campaign we covered in this presentation, we want to go at V favorable impressions. So they're going to ask you, enter a viva will CPM bid for this ad group? Once you go to this specific question, your question, Mike, Dave will give you some Options, so we can select different type of Rohe's. We covered all those as well, but we want to go with you will need precious if you have no idea what is a good visual impression? What is a bad, favorable impression? You can simply go to Google and let's go to Google and type N. Alright, so what you're gonna do here is going to find your industry averages. So once I type, then Viva will CPM averages in America. So we can see Display Ads, CPM rates in the United States, usually it gives us $1.5 to $3. But in this case, this is an Australian dollar here that I'm bidding with $1. So it is gonna be a little bit more. So it is usually going to be a thing not, not doubled but 1.5, then I would, if I don't wanna be, I don't want to start really high and slowly pull it back down. So what we're looking at is three for $4. So I will start with for each dollar. As I said, if your industry is really competitive, you can go as high as ten bucks and you'd go slow it down. And then if your industry is not that competitive, you can still slowly take it up. We're gonna go on and now we'll find finally in the Targeting font section. So always when you ingest any sort of Targeting, look at on the right side, right-hand side. So when you will see available impressions now we're 10 billion, nothing is changed. Changed, meaning we have a huge, huge variety of people right now. It has given us average CPMs that we expect to see 1.26 to 3.07 Australian dollars that which we actually went up above that. But we will pull it down every three to four days slowly. So we want to slowly pull it down if you want if you start really slow, I really don't like going up and why rather start high and go down, right? The more data you will get, the better. So we started audience segments. Let's say I want to go after Copywriting would say what we have in Copywriting in-market audiences. By the way, since we are going after associates were doing a brand awareness type of Search, sorry it campaign. So we don't really need in market audiences. So we are main goal is to get as much people as possible who are in the market. In market means actually about to buy. So we can go off to infinity audiences as well. So those people could be interested in marketing, advertising and marketing. Let's do Marketing. Marketing. Let's see what comes up. Alright, in-market and online marketing marketing and online marketing both are both our in-market audiences, right? So I will not add anything more. So there's optimized Targeting that is going to ask you use optimize Targeting to go beyond the selected number of people. You will tick that always unless you're done re-marketing. So other than remarketing, you always want to go half to as much people as possible, which is a good thing that they use artificial intelligence to go after those people. So a lot of people in Copywriting, I don't see over 50/55 are interested in Copywriting. Copywriting is more of a Gen Z gen X type of service. So I exclude those ages and I will keep everything as is. Use optimize Targeting. Yes, we click that on and I want to narrow this. Right now we're in 22 million, which is pretty, pretty big. I want to narrow that down a little bit with Marketing topic as well. So let's see where we have. We're going to combining that with advertising marketing, brand management. Yes, I want to click those. Social media marketing. Perfect, it should go down. Now. Let's wait for the impressions, weekly estimates. Alright, now it is at 810 K. Now it is using a different type of matching system. Now we, it is going down, so I don't want to add anything more. So this is going to be one specific ad group that we're going to use. This is one specific ad group. Please keep that in mind. Alright, so now we are going to create our image now, which is creative. By the way, this is responsive in progress, responsive. So if you change this, you will be able to upload it right down in there, as I showed from Canva. You can upload it from here. But I really don't suggest you do that. Why? As I said, you will get the most impressions from here. Let's say our course is Jim's digital marketing, not course by the way. So this is a brand awareness campaign, let's say on that website, we are generating leads for something James, digital marketing images. Alright, so this is a critical part with the images. I really don't suggest you use super text-heavy images. Why? Google usually don't like that. And also google will combine those images with your texts anyways. So that's why if you use too much text, it will be heavier on the higher conversion rate will drop and you will not get that many brand awareness. So images, would they want one landscape image in one square root image? So before we create or select the images, I want you to take to a website called pexels.com, which is a great website. So we're gonna go in, let's find some images related to Copywriting Hey, we want to increase brand awareness, right? Arming all this, increasing brand awareness. So this is good. I want to download this bad boy. This is not good. This is to stocky. I don't want to stock images. I want Qazi images like this. A person doing something cause so they can relate like this. I like this. Alright, let's type in digital marketing. Let's see what comes up. Alright, so we are waiting for it to load. You can use gifts, animated gifts or gifts. What do we call it? I personally don't like gifts using in specifically in Display campaigns. We can get download this. This is good. What else? What else we want? Analytics now, you don't want that. This is good. This is what a person is, smiling. Person, working, person working in Chile. Alright, these are good. These are going enough. We have quite a bit actually. So let's put the images. Now. We're going to click Upload, upload from your computer. I'm going to go to downloads dance. These are the ones that we downloaded. Now, by the way, that there's one critical thing. They, they, they, they will, what Google will do is they will crop your images automatically, so you have to manually manage how they crop it. So this is critical. A lot of people don't know or either they just lazy and skip this. So you can see there are three selected ratios here at possibly two of them are really bad. So we have to manually go in and each, and every one of them and see which ones are selected. So how are you going to do that? So let's go to Edit and Asset Library. And so these are the images that are selected. So look at this. This is like she's half crop. There's nothing you can see there. So if you do this, this is way better or you can cancel this altogether if you don't like how it looks. This one looks really bad. I want to adjusted. This one looks kind of okay, yeah, this is good. So now we selected to correct aspect ratios. So this, There's, you can see, look at this guys. There's nothing you can see here. So you want to adjust this, bam. Now it is good. Sticky look, adjusted, taking a look, it just a select ratios. If you don't do that, you will mess it up guys, like seriously, you have to pay close attention to this. How you put your images and all. I really don't like how this looks. I will just cancel it altogether. So you are really like literally parsing only two out of three, which is good, which is good. Otherwise it will look really bad and unprofessional. And let's do this to get this here. Let's make it here. This is gonna be really bad. So I'm going to canceling this to, this is not really suitable for that type of aspect ratio. Like this. I like it. I like this. I like this. Yeah, this doesn't look bad. Right? Let's move on. Alright, I think we're all set here. And yep, Perfect. Now I'm saving this. So two images wouldn't be used. Yes, that's correct. Perfect. Now we're all set. Now I'm going to upload a logo, whatever your logo as they can pick it from your website is you can see our put my website here at my logo. Bam, no videos. So portrait or landscape around thirty-seconds work the best. So they give you the option. You can create a video, but in this case, I don't have a video and I don't want to pause any type of video here right now. So I really don't want to put a video. If I want to put a video, I will run it on YouTube specifically in or Performance Max Campaigns which will recover. So I want to put a little bit soft texts. What does it mean? Like, I don't want to get people to direct call to action by now or don't miss out, urgencies and so on and software. This is a brand awareness campaign. I want to talk about what we deliver to the marketplace, right? Free. Learn or Copywriting Mastery. Learn Copywriting from the best. Probably we can not write it because we are probably at the edge. If you put it, it won't let us do. We can do Copywriting from the best can. Making money with Copywriting question mark is a good one. Intriguing. They will click on it. Making money. With Copywriting, perfect. Copywriting to riches. These are intriguing headlines guys. So they will want to click, there will be like What the **** is this? Godfrey Marketing free marketing tips is good and not selling anything. It's a brand awareness campaign here. Alright? So this is how it looks right now we haven't added any description, so they will come up with stuff like this. Make money would Copywriting. Oh, okay, interesting. Let me click on it, right? So they will actually be intrigued and maybe they will click on it or not. It will totally depend on that. Alright, so let's go on. Let's do ask questions. And once I've now we want to put a log headline. So they will ask you to write a long headline which is 90 characters long, and the descriptions are gonna be 90 characters long as well. So let's put a long headline. Let's say making money with Copywriting is now easier than ever. Get your time and freedom back. Not bad, Not bad. So I will copy this. I'm putting a description as well because they're not going to show both. They're going to show either this or this. Alright, lets us do something else. Copy, writing is transforming lives. Click this, Add and see how that's good. This is a little too pushy, but that's not bad at all. Everyone thinks AI is damaging Copywriting. But copywriters are, they can more money than ever or making more than ever. Perfect. Now, we are handling objections. They might have. Everyone thinks AI is damaging Copywriting, but copywriters are making more money than ever there ever done. So this is pretty good. We can put one more maybe, but I'm pretty happy with this so far. So let's look at how this looks. So these are, by the way, website and apps. So this will look at automobile, by the way. On mobile, this will look like this. So let's see all the variations. Not bad, not bad. I like it. Let's look at this. Make money and Copywriting, perfect. So they're going to alter and match the images that we put with different types of creatives and headlines. Copywriting from the best everyone thinks there's Dimitri cooperating with copyright is making more than ever. But in this case, I don't really like this, but we don't have that option to disable this because there's no image in the background, but they choose to run it. So you can see all the possible variations, what they create with your images and headlights. So let's look at YouTube and Gmail. Let's look at have their shows perfect or mobile looks like this. But it will be on mobile still were not on desktop anyways. So this looks like this on YouTube, let's say free marketing tips. You are under a marketing video. They were all okay, What the ****, let me check that out. So this how it looks under a YouTube video, again, this is on Gmail a assume. Yep. So if they click it, they will open that up on a Gmail app. This is how it looks, guys. And I will also create this. This is not over. So I will say create ad. So I'm happy with just one ad as if now. So this is the campaign name. I thought we just wrote a pretty good campaign name. What the **** is this? Display five. I feel we wrote a good campaign name. Anyways, let's do Display. So we're going after marketing, online marketing. Hopes. Got to go onto the review again, Display brand awareness. So I'm going to go after marketing, online marketing. So by the way, guys, keep that in mind. This is going to be a little bit expensive. Why are, we might actually have SPM of four bucks, we're little bit lower maybe toolbox video, I'm pretty sure we're not going to go longer than two bucks. Why? Because we narrowed the audience segments with the topics. So without two topics that we selected, we want people to be in the marketing industry. If you didn't choose that our oil size estimated reach will be about 20 million. But now we're I like almost 1 million, which is not, not a big audience in whole United States. Keep that in mind. So we're creating this one ad group on the one campaign, right? So I can see what is going on, what is happening. And there's an easy, There's a lazy way to do it. There's a proper way to do. So. I'm doing a proper way. You can chunk everything different ad groups on the Y campaign and you google and we'll decide where to spend. So this is our campaign, right? So what I'm going to do, I'm going to pause this to trial campaign that we created ival. What I will do is I will just duplicate this as we did before. Copy Paste. Yep. So we will wait till the runs and copies and pastes itself. Excuse me guys. Alright. So the other thing that this time I want to go after a little bit of broader audience, right? I don't want to go below 1 million on audience size. I want to aim around 5 million ish. If I were to put a 5 million audience ad group and a like it at 100 K, sorry, 800 K audience in the same campaign. Just what will happen. It will spend whole money in audience. I don't want that. I want to have full control and see how many people are staying in my, they'll many people are clicking on the Ads, whatever, right. So I don't want to touch the name because I haven't decided what I'm going to do with it yet as of yet. So I clicked on it. I will not change the ad itself. I will not change the ad itself because the ad is going to be same, the messaging is going to be same and the audience is going to be different, right? So I could don't audience, let's say at an audio, edit audience segments. So we're clicked on it. Now you're editing it. So let's do what guys? Let's think about this. Let's, so we were doing online marketing and marketing, right? So By the way, they're going to ask you targeting on observation, always know targeting. So you want to actually target pupil not observed. If you do observation, you want to do observation. If you run on, let's say, on Google Search, right? You will not specifically target, but you will be able to adjust your bid on specific audiences, which you can do it but not necessarily, I don't, I usually go with Targeting. Alright, so let's deselect the ones that we select it. So let's think about this. We did online marketing and marketing, right? So let's do, since we're Copywriting, a business service will be interested in business services, right? This is in-market. What else? Let's add one business-related stuff under affinity, right? Let's do affinity. I usually don't do infinity, but since this is a brand awareness campaign, guys, I'm saying this again. You only do brand awareness can, sorry, affinity audiences and brand awareness campaigns. So maybe Media Entertainment, not really going to find something about business. We have it no evidence that even the masters, not really beauty, wellness. What is there nothing. Shoppers, not really technology. Not really interesting. What does this prophage? Business professionals, here we go. Bam. Look at this guys now since I edit this affinity, now I shut up to 1.5000000000 billion. It's crazy. So I want to save this. So I want to narrow this down a little because billion is too hi guys. Look, billion is a little too high. It's little too high. Maybe I want to exclude someone. You can do that up to you. Do you want to exclude someone or do you want to add something on top of that? I want to add something on top of that. Maybe I want to add a topic in this campaign per PRB. So by the way, we have to delete this, these things. So why? Because we duplicate it, That's why we have bunch of different topics sitting here. Pause. We don't want these topics right now. Let's pause it. Alright. Now, I'm want to add some topics. Select an adverb here. This is the ad group Targeting. Alright, this is the audience segments. This is not the topics or was it topics? Let's see. Yeah, these are topics. I thought it was audience segments. Alright, so we're going to clear these all and we're going to select a business-related something. Let's see advertising now, business education, no business final business operation. Business services to business services is good. I want to go after those bad boys. Now 10 billion went to 2.7 billion. Business Operations is good, management business process is good. I want to increase my awareness in here. That's good. I want to save this. This is narrowed down a little bit. And let's do some. This is still too huge guys, like billions is too much. I want to narrow it down a little bit as well. Let's do Display Video keywords. Let's add some keywords and narrow this bad boy down a little bit. Maybe let's add Copywriting. Alright, so Copywriting is too little No, I don't want to yeah, we have to click on it keyword settings. So they're saying it will limit our targeting, which is okay. You want to do business contents, writing, marketing. Alright, it's Up a little. Contents writing. Bop, bop, bop. Advertising. Right now, I'm on 1.1 million. Alright, this is good as well. I'm going to save this and I have to name my campaign accordingly. All Campaigns. So where was our campaign? This one? So let's change this business awareness. Awareness. What was our targeting business related, right? Business-related audience. And let's do specifically for Copywriting. This time. We're going to copy and pasted. Where was our original campaign? And I want to test which one is giving me the best lower CPC out what I'm going to look at lowest CPC, but I will, at the end of the day, I will be able to see which one is more interested in my type of business. So it will be helpful for us in the future to see what the ****'s going on overall. And I will do one more, which is going to be a really broad audience. So I want to get a really low CPC is on that one end, really low CPM, right? So it's gonna be really, really broad campaign and let me just copy this, paste it. So first, we targeted marketing related, secondary targeted business-related. Third, we want to target just Copywriting related stuff, right? We're just going to target content writing, Copywriting, so on and so forth. I will not limit the by the way we teach on this one. It will be really broad and it will limit it to spend each ad group, each targeting ten bucks a day. So it won't go beyond that ten bucks. Mark. And I will go ahead and look the next day. I might decrease the CPM is a little bit and I am increasing my brand awareness reach in the people that I am really likely to converge. So if you don't have too much budget, this should be your targeting accuracy. This is how you should target people. Otherwise, if you target like just people in business, like billions of people guys is like you will waste money. So let's do Copywriting. Alright? Alright, so it's time to do some Targeting. Lets go to audiences. Alright. So age and demographics were not touching. Age is kind of pop, pop, pop is targeted, which is really excluded people who are over, I think '60s. Alright, now let's type in Copywriting. Copywriting jobs. Yeah, I will click anything related Copywriting. Let's do content writing. Content writing, blog writing, writing tools, freelance running jobs, creative writing, creative writing courses, academic, not really. Academic writing and Copywriting are totally different things. Sales and marketing jobs, not really. And we also can create, maybe to increase this a little bit, go to custom segments. We can create some custom segments here. So copy arriving related, not purchase intentions, but people who searched for it this time, because this is a brand awareness. Copywriting, content writing, writing articles. Copywriting. Tend to writing. Copywriting tips, Copywriting articles. Copywriting courses, Copywriting box. Make money with Copywriting. Copywriting, hex, Copywriting. Let's see what comes up. Copywriter or copywriter? Copywriter, organic content writer, freelance copywriter jobs create a copywriter at copywriter marketing copywriter. Yeah, I want to select all these bad boys is role-related. Alright, I'm happy with this. Now we'll look at this vehicle impression. Now it's shut up like crazy. Copywriters. Copywriter copyright. This is totally unrelated. This person is like literally looking how to write this thing. Bop, bop, bop. What is Copywriting? Yes, I want to target that person. Copywriting cannot really find copywriter. That's good. Alright, I'm happy with this guy, so I'm selecting this bad boy. Now. Our target should be shut up pretty intensely. So we have these guys and also a sorry, in the brows are combined segments. So where is this? Where costume same. Yeah, here it is. I am selecting this. My custom segments. I'm waiting for it to show up. 10 million to 50 million. Perfectly happy with it. Bam. Alright, now it's pretty good guys. I will just exclude the, what was it, the topics, because in this case, we are already kinda small in the audience size. I just want to pause the bad boys. Alright, now we are specifically Copywriting related. You can test multiple stuff, by the way, guys, if you're doing the cold outreach, you can do the exact same stuff. Do more in markets instead of affinity audiences. Like you can still be specific like this. I'm now it's perfect because it's ready to rock and roll for brand awareness. I mean, we're going after really specific audiences to increase their brand awareness and how we'll track that, optimize that with the Optimization list that I showed you guys, I've will look at maybe I'm getting really cheap watches on tablets, I will increase that. That's a way to do it. If you want. If you have a really big budget, you can go broader than this. Don't narrow it down by topics. That's a good way to actually open up that broad audience. I usually don't go below 1 million in audience size. But in this case, you can go ahead and do it with the re-marketing. Let's cover how you can remark people with Display Campaign. And I will do the same, I will duplicate it so I don't really need to create a new Ads, but I will do one thing guys, so I will just duplicate it and change something in the ad that will be really important in creating those remarketing campaigns. Right? So we have to find our Display Campaigns. Tell me if I'm missing this guys. Okay, Here we go. I'm copy and paste the copied it. Now we're pasting this. Here we go. Let's wait for it to load. And then what we're gonna do, we're going to change the copy. Why? If I don't change the copy for remarketing guys, they will see the same exact ad and it doesn't make sense, Lily. So what I want, what I want to do is get people to make a purchase. That's my goal in re-marketing. I don't want to increase brand awareness and remarketing campus does matter. I want people to buy guys like that's, that's critical. In this case, what we're doing is every marketing campaign, I will change my bidding strategy to maximize, maximize commercials. But in this case, as I said, you have to have some conversion actions under your belt Other than that, unless you have that, it wouldn't make sense. So I will do Conversion, remarketing, conn, version, re-marketing. Perfect, you've got to save it. And then let's edit it from scratch, right? So I'm clicking on it. So now we are. Let's go to Settings section. We'll take myself out of the way. You can see it. Alright, re-marketing goals, using account setting goals, yes, perfect. In this case, you have to have a purchase something. We have the lead form that we created. Marketing objective. We want sales. In this case, we don't have to click or anything like that, but doesn't really matter. And it gives you some options. And we're going to change the favorable impressions to convergence, right? Well, we want to have achieved convergence. I don't want to, I don't want to set cost per target, cost per acquisition. You can set maximize come manually said bids, or set an acquisition. I don't want to touch anything because I want to get enough data and then maybe I can change things. Let's look at the other stuff. Yes. We don't want to change anything. Devices? Yes. Maybe I can pause it on tablets But I suggest you have some data and then make the decision. Alright, this is good. Now we are all set with the campaign types, sorry, campaign settings. Now it is time to play around with the ad groups. So, alright, perfect. So now we are in the Add section. Now I want to go back to audience. Let's take out the restrictions that we put on. So we want to target everybody. Because if they visited our site guys, there's a high likelihood they are interested in what we are offering, right? Alright, so we excluded that save. We want to go to contents and broaden that baby up. So I want to pause it. I don't want to target in a specific topic. Let's look at keywords or we don't, we don't target anyone here. You can target specific websites, but all remarketing, you don't need to do it on exclusion. You can create topic exclusions. I definitely don't suggest you do this. And we're Ads are shown once the data comes in, by the way, you will, once you click on it where ads are shown, you will see bunch of websites, bunch of episodes like thousands of websites, I swear. Then you have to go one by one. If you see a website that has a click-through rates over 20, you have to exclude that website. Why? Because over 20 click-through rates on a Display Campaign means it's a spam leads, doors are spam clicks, so they are wasting your clicks, impressions, whatever it is, and you want to exclude that website right away. So trust me on this, and then exclude those websites if the click-through rate is over 15, 20 per cent. If it is around 5% to 3%, 6%, it is good even if it's below 1%, because on Display campaigns you're going to have really low CTR click-through rates. So don't worry about that. Focus on conversion since our goal is getting commercials. You want to get people go after people who visited our sites. Now first of all, before we touch this, what I want to do is connect the remarketing tag on why are Google Tag Manager. That's really important. Why? So first of all, I want to go to my Tag Manager account has recreated. Otherwise, it's gonna be hard for us to track what people are doing in the remarketing audiences, right? So we have to go here. I think we were under Jim's digital marketing. Very Let's see. I think we were honored this account. Yeah, I think that we were under here. Hopefully. We'll see. Let's forget the tax Google Tag Manager is you guys remember we created the tag or commercial linker tag. Yes, this is the one we're going to create a new. Now we're going to type in remarketing is you can see there's google ads remarketing click on it and then we need conversion ID and conversion labor. What we're gonna do here is we're gonna go back to a Google Ads account. We, i'm, I'm here and I will go to your data sources. There's Google Tag. I will edit source, click the three dots here. Only call it general websites collect data on specific actions. Yes, I want this. You can do this or this, or you start with this super general. You can start right away. You can have advanced settings and IPs and stuff. And so what you gonna do use is going to select Google's Google Tag Manager. This is the conversion ID. We're going to come here, click that and paste it here, and detailed instructions. Alright, I'm happy with this. I'm going to say continue Don. And what we wanna do is make it fire on all pages. So in the triggers, there's already set up all pages. And I will say continue and save. And then we have to publish this bad boy. And you want to do this as soon as you setup your Google Ads account. If you inherited account from somebody to run their Ads as a manager, you will need to do this. They probably have done this. We're all good now, right now, it is already setup. And once you go this after your data Insights, sorry, yeah, go to Details under segments. So you go to data insights called a data list. It will take you hear two segments. And under here guys, you will see already allocating or visitors from Google Ads. So you can, after you put the pixel, then it will start allocating costumes. So how you can create different types of audiences, you might ask, you're going to click on the plus dot. You can say App users, 20. Google Discovery Ads: Hey everybody, How are you doing? This is google Discovery Ads and your favorite tutor, Jim, is in the house. Let's get right into it. Discovery Ads is actually one of my probably my favorite campaign types on Google. You might be asking why, why, Jim, why google Discovery Ads is your favorite because it isn't amazing. Lead generator. It's not as good as as good of a purchase driver. I don't know why it doesn't work as good because I've tried with hundreds of different products and Campaigns. It is an amazingly general. You will get the lowest cost leads with Google Discovery Ads. So if you're driving leads for real estate business, you want to drive leads for insurance business, business. It is really good for B2B, B2C if you want to get a person's phone number and email address. And if you have a great landing page, great landing page, meaning you have a landing page that has a lead form at the very top right under the banner. If you have a landing page like this, we're going to cover landing pages. It works extremely, extremely well. So let's move on, Shelby. Alright, so who is this lead generation campaigns for? Alright, so first, driving leads, as I said, if you want to get a phone number and a call at an email and you want to get people to actually call them later to sell them something over different. It's an amazing tool. It is good for cold audiences and warm audience. What is your warm audiences? They will audience. They maybe have heard of your brand before, but not a good re-marketing campaign. So it is good for, so you should leave remarketing to Performance Max and Display Campaign. I will cover that in a minute. And then once we got to Performance Max Campaigns, but there's a tweak and google Discovery campaign. What is the tweak? Unlike Display, all the targeting is almost the same. With Display campus, we covered Display. All the target is almost the same, but their home, their couple of differences. Delivery method is different. You cannot control that. Menil bidding strategies are not there. It's fully automated. What do I mean by this? It is there's no Max CPC, there's no enhance CPC. You cannot control them. Said a bit. You cannot control that there's no menu bidding options. It is fully automated. Its convergence Max conversions, target CPA, Max row West, That's a device targeting. You cannot do that. Unfortunately, it is on mobile and it shows up on your desktop as well as a Gmail ad as well. But it's mainly mobile placement targeting, including exclusions. We cannot do that. There's frequency capping is not there. We cannot cap the frequency, unlike Display Campaign, which I don't suggest you do it anyways, add rotation, you cannot do it. There are certain Ads you cannot rotate the Ads. Contextual targeting is not there. The only difference in the from Display Campaign that's about it. But it's almost similar in terms of Targeting Display Ads. You have less control your living most, leaving most to the Google AI. Let's move on. Where do they appear? Where do they appear? There? Mainly appealing on appearing on YouTube, Gmail, and Google app. So you can see under YouTube Ads, YouTube, whatever you see on YouTube is not only Video, YouTube Ads, is that only Video YouTube Ads is, you can see here they can appear as an image. If they appear is an image like if this is a Shopping Campaign. This is a Google Discovery Ads. But sometimes on Google or sorry, you, on YouTube, you can see those similar to those appear Display campaigns as well. So this one is on YouTube. This one is here is the Gmail. Lets see one more example of this. So we have here on YouTube as a Shopping Campaign bound, appearing on YouTube. It's a Discovery at it they're using for Shopping vendors. And I said, I usually like it better with lead generation. Here we have on Google, here we have on Gmail. So if you click on it, you will see an image and a text. So you can go to their website, the two clicks. So you can see this appearing like this, you know, Gmail inbox and the promotional tab. And it can appear on your main tab as well, but it will, will show up like this. Alright? The Bidding Strategies, Discovery Ads, bidding strategies. As I said, we don't have a Menil bidding strategy. That's quite awful. It's okay. It's moving towards more towards automated. I think in couple of years it will be fully automated. I mean, everything, not only Discovery. So all bidding strategies are automated. As I said, you can't start with maximus, maximize commercials, target CPA, target ROAS. If you have a Shopping store like you start that you'll run ads and you want to generate profit right away from your website sales. You can use maximize conversions first and then go with target ROAS and then go with target dresses. I said, you always start with maximize conversions until you get some, you have a certain CPA. You can switch to target CPA if you're generating leads, if you have a Shopping Campaign and if you have multiple different products, prices varies differently. And if, if you have that case, go over target growers, right? But if you are generating leads, target CPA, and maximize conversions, alright, let's jump into the platform and create one google Discovery Campaign. 21. Creating Google Discovery Ads: Hey everybody, Let's create a Google Discovery campaign. In this case, what we're driving traffic to is www dot Jim's digital marketing.com. And we want to generate leads. As I said, Discovery Campaigns work really best with lead generation, but of course you can get SAP products with that. But my main demonstration will be specifically on generating leads with Discovery Campaigns. Alright, let's start Shopping. We're going to create that creates new campaign button as always, create new. You don't have to do anything because I always say Discovery Campaigns upwards it Here we go. Discovery Campus. Alright. Our conversion action is showing up here. It is not verified because we haven't we haven't driven any conversion actions after we set that up. So don't worry about that. You will see some actions or Discovery Campaigns. So what I personally love doing with Discovery Campaigns and I see great results is testing different audiences as I always do in different Campaigns. And then I will see the winning campaigns. And in other each campaign there'll be one winning ad group on the one campaign, one ad group. And I will test that against one campaign one ad group one can pay one ad group one can pay one. I will test multiple, and I will see some patterns. With those patterns I will say, okay, This audience is working really well in this audience is not working really well. And I will find those winning audiences, and I will combine them in one campaign. And campaign will be the winning campaign for lead generation, right? So let's do one lead generation. That's always write the name. Let's say we targeting United States of America, USA. And then we will think about the Targeting later on once we were one, right? Alright, so we continue, right? Let's see what we got. Alright, perfect. So it says not active. It's alright, so we still haven't gotten that activated yet. Okay. We're going to say United States on languages, always go with all language. And here is, you can see guys, there are three specific actions. We have conserved Bidding Strategies, conversion, target ROAS and target CPA. You can go with target, maximize convergence and then set a cost per acquisition. Cost per acquisition. In this case, since we didn't set that campaign as a purchase, we're not seeing target role S. That's why we're not gonna be able to see target ROAS based on, based on the selection, this campaign will use target CPA, as you can see right. Now, since we don't have a purchase action on our website, if I wrote just set a purchase section, I would have used maybe if I had an e-commerce store and optimized for convergence, I would be seeing convergence here, target ROAS, right? But in this case we don't have that and I don't want to select target cost per action because we don't have any data yet, right? Alright, we're going to set it to ten bucks. So as you can see, they will try to push us to spend $76, which is, I don't really want to listen to google their main objectives to make as much money as possible at schedule. I'm not gonna touch this with Discovery. I want to give them the The platform is much flexibility as possible is you can see over here we have content exclusions, but we cannot alter the content exclusions. Why? Excluding Discovery Campaigns, exclude more sensitive contents where applicable, you can level content exclusions do not apply. As you can see, we don't have control over even debt. We used to have control over Display, but not this. Alright? As you can see, we have audience and optimize Targeting. And let's add an audience. Alright, so these are the previous audiences that I created. Previously. What I found really working well with Discovery Campaigns, custom segments work really well. Costume segments and as I said, are usually combine a custom segments. And as I said, warm audiences in cold audiences would work really well, but not really hot. So what I would do is I would put people who visited my website if you are going after purge, people who, let's say visited your Add to Cart, checked out but didn't purchase, right? If you want to target that, that's not really the best. But if you want to target people who just Wizard, those are the warm audiences, right? Warm. It's kinda, it's kind of almost, it is remarketing to essentially. But if we are doing, let's say ecommerce called Audience, haven't heard of your brand before. Warm audiences. Maybe they visited your website follow of your social media, but they don't have a purchase intention. Really hot audiences is about to buy the, edit the product to the Cartwright. But in this case we have cold and hot only. Because why we're lead gen, we are generating leads. We have either people who haven't heard of our brand yet or people who visited the website, right? We have two options. Alright? This audience, we're going to go to Custom Segments. Maybe you can create a custom segments from scratch or just add an in-market Audience totally up to you. As I said, I usually find a better results with custom segments here. Totally up to you. Let's go with interests in market audiences with marketing. Let's find some marketing in-market audiences here. By the way, with Discovery Campaigns, I tend to open the, the size pretty high. So I keep the size really high, around like 10 million, 20 million mark. Advertising marketing services is good. But popup, let's see. Seo SEM services is good. Alright, I'm happy with this. It's pretty wide guys, look at this hundred million, 500 million. I will probably keep this open because this is going to work as a CPM basis. So the bigger you leave it open is the cheaper your Ads gonna be, right? So you're going to pay for not clicks here. You're going to pay for impression. So demographics are usually gets, if you know your demographics, select as accordingly. Of course, in my case, I go really well with 18 to 34, specifically due to my service like free newsletter, right? Alright, so I don't want to touch this. If you're selling a really high ticket, high-ticket product or a really mentioned the penthouse or something like $1 million of houses or something. You just got top 1011, top 21, totally up to you. But I'm only just touching the age and gender is completely open. Exclusion, not touching anything. You can exclude certain stuff, by the way, if you want to let say, exclude a certain website visitors, you can exclude people who visited your website. You can do that. Let's say, if you just say, I want to go after cold audiences, I don't want to go after people who know my brand. You can do that. Or you can search for a re-marketing lists or people who bought from you and get that listen, uploaded on Google, right? You can easily do that. You can create new segments. Bam, applauded, you're done. Alright, so I'm really happy with this. I will just go like this, SEM services and I will name this SEM services. Sem and SEO services. And SEO services in markets. Rights. This is quite abroad, guys. I'm using optimize targeting as well. Again, I will click Next. I have to put the name here. Where's the campaign name? Pops? I guess we didn't set that campaign name up anyways, let's go back to Ads and set Ads up. Alright. So that's Jim's digital marketing.com. Alright, so this is literally going to be exactly the same with Display, responsive Display Ads, the ones that we already set up. So you just select your logo here from website. So you can upload a specific logo for yourself. Or you can pick it up from your website or social. Or you can manually upload Asset Library is the library that you already uploaded into the account before, right? We already chose that. We're going to click Save headline. So we're going to put a headline here. But the thing is we have 40 characters here. Why this is 40.30 in Google? Because we can show our Ads on Gmail unclosed way. So you guys can see previous ads in Gmail close version is like this. It will appear like this. So we have 40, 40 character limit. That's why in the open, you will have an image and headline and the description. Alright? Alright, let's come up with some headlines and let's have find some images. So this is gonna be free marketing newsletter, right? So let's put some people reading emails. So those are the ones that I have like. Those are great. I like it. And they show you some free stock images as well. You can feel free to use those, but I don't really like them because it's like AI generated. They look like AI generated. Guys. As I said, really important thing. As I said before in the Display Campaign section of this course, you have to adjust the cropping so it crops really badly. If you don't manually adjust them, it will just mass your campaign up. So you have to adjust them carefully, select three ratios, and we go to the other ones. So let's, so we selected these three carefully. Let's edit this one. I will. Now this doesn't look course, I'll cancel this. Let's check this. This looks really good. Let's check this. This looks really good. As you can see, guys, there is a one-to-one, four to five, but on display there wasn't 1990s, sorry, 16 to nine. It was like more horizontal like Instagram stories specs, right? So I'm going ahead with this. Let's adjust this. This is cool. Ops accidental. This is cool. This is called as loss. So I'm happy with all three. Let's check this. We already did this right. Back to results We haven't done this yet. This really doesn't look good, so I'll X out of this one. This looks great. This looks great. So like two ratios. Alright, let's move on. What else is missing? I think we're all set guys. I mean, we can add more images for sure. So we have 1234 images and we have different aspect ratios of those four images. So let's wait till it loads, right, Save. I'm happy with the Ads itself. So it will show up like this. As you can see. You can see all up, all the variations. You can show up like this. Alright, let's come up with headlines, hips. So I want to use poverty words like free, boost, something that valuable for them, right? So as I said, you cannot use all capitals, so I would like to use all caps free, like this on Facebook Ads, but you cannot do it on Google Ads. Free marketing newsletter. For your marketing newsletter. Let's do this. Symbol and then let's ride. Receive. We cannot. It will be out of character if we wrote that free marketing newsletter weekly. Okay, That's not bad. Weekly. Receive receive marketing tips. Free service for free if you can fit that in. Yep, we feed it in psychological Marketing. Tips. For free. That's right. One more weakly free marketing newsletter. So three-week the, so it is almost the same as this one. But it doesn't matter why, Because it's either going to show one of them like it's not going to show two of them at the same time. It's going to show only one. So I don't really care. More ideas. Let's see. Discounts, highlight new products or services, encourage specific actions. Let's encourage some actions. Subscribe to the free Marketing meals letter ofs, scribe to free marketing is still makes sense. So I'm just leaving it as is. We have only five headlines we can write. So there's this description. We will write, let's say was nine, is seven. Now, completely free. Completely free. Join the marketing newsletter and receive weekly tips. Not bad. Boost your career. And always talk about what they're gonna get, right? This is the main goal of Copywriting, not either by yourself or your business. A lot of people fall into that fallacy of talking about themselves. We do this, we do dads are business or value is nobody cares about that. We want to focus on what they're going to get. Boost your career and business with. Free weekly marketing tips. Subscribe. For free. Not bad or I don't happen with two, I'm gonna go with this. This is good. So you can create one more ad and you can see maybe we use like three different images, right? 4112344, different images and the variations. So what you can do, we always have a person here, a person. And you can create one more add actually, you can do that ad. You don't show any person. Only show maybe edited content. Editor content, meaning something like this. Let me show you what edited content looks like. That. Let's look at the assets library. So these are the edited contests like you did up the make on Canvas, right? So a lot of arrows. Here, you can see a lot of arrows, the texts, stuff, it's clearly edited. So you can put all those in a different one is see actually if people responding better to native images like this, like captured in real life, or they respond better to edited content. So you can test that and it's a great case study guys. So I'm saying with what I've experienced over the US. But you can test yourself and say, look, you can show it to your boss or you can pause it on your website. A great webs case study. It's a proof. There is no if buts or maybe. It's just absolutes, bonus points that people who know the reference of the last census Alright, so this is going to show us a review of what we have done in our campaign. We can publish them. As I said, always leave the optimized targeting on. This is not going to hurt you in any way. Leave it on. Don't touch this. We're happy with this guys. What is this? None of your Conversion collagen is appropriate to update your conversion action. Actually it is. Let's do what they want us to do. Now we see conversion. It's okay because it's new. We haven't done anything yet. It's normal. Google, sometimes free cats guys, so it's okay. Let's go back to the drafts. Let's finish this, setting this campaign up. Alright, Next, Next. Next. Alright, let's publish this campaign. Now. Google is happy. Finally. Alright. We have published our first campaign, but is the set, of course not guys. Of course this is not it at all. We only have one ad group and we have to test against some other ad groups. Alright, let's see what happens. Alright, so what I'm going to do in this case is fine, that little campaign that we created, I want to see all the rows. Rights. Let's scroll down. All right, Here we go. I will just pause this. And as we always do, guys, I just want to duplicate this campaign to make it easier for everyone. Rather than creating from scratch. I will just copy and paste and we will wait for a second for it to load. What are we gonna do is we're going to test against other audiences. Because you might be thinking, Jim, I tried on Display Campaign, on Display Campaign. This ordinance was working. Amazingly. This audience is now working on. But think about this guys, all campaign groups are different, sorry, all campaign types are different and maybe the same people that you're targeting are responding differently to different campaign types. That is a possibility. And I've seen this happen many, many times. So what are we gonna do? We're going to create a three or more this Discovery campaigns like this. Alright, let's edit this. Let's right away, let's name this properly. Seo and SEM services. Save this. Alright, now I want to target people who are in, let's say, let's think about this. Who should we target? Let's click on it first. Let's go to audiences. Maybe we can create an audience segments. What do you think guys? Just scroll down. I will keep the demographics as the same because I know my audience is specifically 18 to 34. So let's change this in marketing was we have custom segments, people who previously interacted. Alright, let's maybe we can try this. I want all visitors and I will add all visitors into an audience. So it will be kind of warm, cold, and warm audiences decide, who should we have social media enthusiasts? There could be anything guys, this is not social media marketing, it easiest. This is social media anthracis. It's can be like your, your next or Sally who's on Instagram like 24-seven. That could be her as well. Like she, she wouldn't care about marketing. Maybe business professionals can be a good thing. Email marketing services, yes, I want email marketing services. Who should sales and marketing jobs or grade? Maybe sales and marketing overall sales. Do we have sales and marketing? Not jobs, but sales and marketing detail guys SUE, Chrysler man's off-road vehicles for it. Amazing how detailed google is. Alright, we couldn't find sales. Let's look at sales. Shopping. Starting a business soon. These live events recently purchased the home business business query. I want to target business creation in a different campaign. Because why think about this? Wouldn't they want to receive free business tips, marketing tips to their business free every week. They will want that. There will definitely want that. Alright, I'm happy with this. E-mail. Marketing. Plus sales and marketing. Plus plus what was it? Re-marketing. Website visitors, you can write WV stands for a website visitors By the way, guys, I would take one off here. So it's really convoluted. It's like everything, e-mail marketing services as sales and marketing, completely irrelevant. So I will just take this out. Sales or marketing, enough glass. Sales and marketing plus website. That is good. I will save this. So you can say this audience, but it will, this will apply to the previous campaign. We don't want that, say Save Changes is a new audience. Alright, so this is the thing that we want. Audience copy name. This is going to save it. Save Changes is a new, new ad group, right? So let's do that. We just did it. Alright, perfect. And the Ads are gonna be saying we don't have to touch the Ads unless you want to test certain things. We don't want to touch it. So now let's change the name of the campaign. Let's scroll back. We're going to change the name of the campaign here. We're going to name it at sales and marketing plus re-marketing. But as I said, Always, always remember, you have to have 1,000 people in your remarketing to be actively we targeting those people. So otherwise it's going to be too small to serve. It is going to say, right, should be here. Scroll you join us. This is sales and marketing. Plus website visitors. Perfect. The next one, what I want to target is going to be so I will copy and paste. So in this case guys, what I will do, I will just usually create like five to six different campaigns like this. And I will run them simultaneously. If you don't have budget, you can run them with five bucks a day. Let's say you start running those campaign five bucks a day, right? You will wait a week after week. You will look at the results. You will see some of the campaigns are driving you, let's say 35 bucks leads, which is your paying $35 to get one lead. Lead, meaning information of the person. Or some of them will not drive you in a leads. Some of them will give you like spend five bucks to get wildly, which is super amazing, amazing, amazing. So if you have that, you will get, you will have probably tool, top performing ad groups on Campaigns. You will get those Campaigns and get those audiences are put on the wind campaign and pause the ones that are not performing. So I will show you how to do that. Let's say these are, let's say these are 1234. These are four different imagined as Discovery Campaigns, right? So what I will do is I will pause the ones that are not performing. I will pause, pause, pause, pause them. And this is the one. Let's imagine this is the one performing really well, right? There's one performing really well as well. So what I will do is keep this running because I don't want to touch an ad group or campaign that is working pretty well. I don't want to touch that. What I will do come inside here. And I will copy this. All right. I'll copy this ad group. And I will go to the other one that is performing well here over on the left side. Bam, I came in the ad groups. And I am pasting it here, Ben, you can do this right away. So if you do this, Let's do it. You will have to top performing ad groups and Google will decide how to spend that money under one campaign. But the good thing is you're not wasting any money. Why? Because you know, both of those audiences are performing to the top-notch quality. That's why we call this a really separate strategy. A lot of, I see a lot of people are just blindly running hundreds and hundreds of different ad groups under one campaign. And they wonder why they're not efficiently spending their money. It wasn't, it was happening in the agencies that are worked in the past. So you don't want that to happen and you want to be really accurate with what you do. Alright, so let's just reload this. And you will see to Campaigns sitting on there, this to ad group sitting under this Campaign. It doesn't appear yet. That's okay. Score here. Let's see if it is here. Not really. Alright, so let's do that again. It's didn't happen for some reason. Let's come here. Let's paste it again. My google is acting up. Paste That mandates now, alright, run in the background, so it will notify us when it is done. Alright, so this is a strategy that I didn't came up with. It is a really popular strategy. A lot of successful people are doing this and you should do it as well. If you want to generate leads, it's a really cheap way of generating leads. It's amazing to be honest guys. It's like amazing way of generating leads. So this is how you target people. And I usually go with six different specific audiences. And what I do is find the top-performing was after a week. Maybe if week is not enough, if you're spending five bucks at it, it wouldn't be enough. But along the way you will see some of them are not driving in elite. So let's say it's been a five if it's been 55 days and you're spending five bucks a day and you'll see some of them are not driving and leads and the rest of them are driving leads. And then you come here, bam, pause the, pause the campaign. That's it. That's about it. That's super easy guys. And you can, by the way, you have a great ability to see which one is performing in which one is not. So there's one campaign that I didn't spend much, but let's see, let's check this one. This is, this test has some of spending here. This is everything campaign. That's what I mean guys by the way, here, if you let a Google happy, spend it by itself, you can see this one draw 122 impressions. This one draw 8,000 impressions. So it will spend the most money in the biggest audience. That's why I suggest separating them in separate Campaigns. So what you can optimize in Discovery campaign. So you have couple of options. If you have multiple ad groups in one campaign, let's say this is a winning campaign, which I don't suggest you do it. But if it's is a winning campaign, would winning ad groups. So you can look at, so which one is driving a high CPC? This one is driving a really high CPC. Let's take a look at the CTR click-through-rate. So there's no conversion in this account, but it's okay. So we will take a look at the CTR. Let's look. It's not real CTR Performance. Ctr who don't have convergence yet. Alright, that's good enough. I will look at my CTR. Alright, this one is drastically better, almost like twice as better. This one is driving cheaper, cheaper clicks. But look at this, almost doubled. So I will not change anything here. If it was like lower than this and this was like more expensive. Laura, CTR. And I will pause this campaign right away. But in this case, you also have to look at elite. The most important thing that you have to look at is your converges. If I had convergence in this account, I would have shown you, but in this account I don't have a conversion actions, so it's a test account, right? So didn't convergence here, let's say you have ten convergence here in this ad group. And you have five commercials in this ad group, right? So don't always look at all I have time convergence here. Let me just pause the other ones. No, don't do that. Always look at how much you spent cost per conversion, right? Maybe you spent, you got five converges, but your cost per conversion is lower. That means this is driving you cheaper leads. That's a better, that's a better ad group, right? So you can go to locations and maybe play around with locations. In this case, we have United Kingdom, United States. Maybe I want to look at target certain regions. What I do is come to United States, narrow by, let's say States, right? Let's see which states were getting the most clicks. We're getting California and New Jersey, New York, Tennessee. And the rest of them are not generating enough clicks for us, right? Let's take a look. Alright, which one is the most expensive one? So let's look at the CPC on this. Interesting. As I said, if it is below ten clicks and 15 clicks, there's this statistical insignificance, but always try to look at the numbers of clicks, which is about ten. Which like in an ideal scenario, you want to have at least 100 clicks to make a statistical, to have statistical significance. And looking at the CTR, CPC just to measure these clicks are high. So let's make a decision like this. So CTR is not best, not the best. I want to aim about 1% CTR. This is amazing. About 40 per cent District of Columbia. That's amazing. But my CPC is extremely high, so I wouldn't really not preferred this PPC. Let's look at this one. Pretty happy with five. Ctr, amazing. Tennessee, whiskey, New York, the New Jersey. Amazing two-point For CTR. Cpc is below one. That's amazing. That's amazing. I'm really happy with this. Let's look at the CPM here. I want to look at CPM, average CPM. So it is a cost per thousand impressions. Let's take and take a look at that. Alright, so the lower is better CPM This one is extremely hydrides. Look at the 761 clash, District of Columbia. I will definitely remove this down. 700 is outrageous. Let's look at 15:12. This is good. 898.9. I'm really happy with this on average nine. So usually New York, New Jersey, that north area is given me really high CPC, not extremely high, but I'm really happy with the CTO, So I'm not gonna touch this. Okay, so what I would do, maybe I will lower the bit in this campaign. You can do that type of adjustment here. It did add a target adjustment. Maybe I want to increase the bids by 15%. Yeah. Alright, so we are increasingly bids in this Discovery campaign. We have little ability to alter the adjustments like this, just like we did on search and display campaigns. You can do that even though it is automated, maximize conversions and so on and so forth. And you can play around with this. As I said, look at your target CPA cost per commercial. Here. I will look at cost per conversion. I will increase the bids if I have a supreme law of cost per conversion, right? If I have super high Km number of commercials, That's a good sign. If I have extremely low number of convergence, but my CPC super high, I will lower the bits, I will go heel. It's it, this is one case. I will narrow it down, but at target adjustments, you can also narrow by cities guys, it's not only states. You can narrow by cities to you. We can see all the cities in the specific area. We're getting the most impressions in Baldwin city. So that's how we actually just the bits and alter what we see in what we should do in certain situations. Let's look at the Ads guys. You can, you can adjust the Ads is lost so you will see Ads strength here. As you can see, we have one add onto each ad group. You will see the ad strength. But let's take a look at asset details. Once you come here on the Add section, you're going to see we'll asset details. Once you click on it, it will give you which one is good and which one is not. So since this didn't get too many impressions, you're not gonna, you're gonna see Performance pending. So you have to wait for awhile, at least two weeks, depending on how much you spent, if you like, spending 100 bucks a day, you can get it done in like five days or something. But you're going to take a look at this first. This is going to say, good, perfect, poor. If, if it says Poor, go and change this headline, Let's say this has poor here, go and change this headline. This is how you optimize your ads as well. So that's why you don't necessarily need to test the Ads. It's up. That's why I don't like testing to Ads, because Google is optimizing itself and giving you data. And you will see me switch certain descriptions here. And maybe it says poor, right? If it says Poor going change that, you're going to look at the images. One says, amazing, don't touch it. Once is good, perfect. Don't touch it. Maybe like create similar ones. That is looking similar to the one that says Perfect. Maybe there's a really hot girl in one of them and it says Perfect lot of people clicking it and then generating leads and so on and so forth. We can look at the conversions as well. We kept the converges. And if you're getting most of commercials from those assets, That's amazing. So this is how you optimize the Discovery campaigners. Hope that was helpful. If you have any questions again, please feel free to ask me. You can. As I said, there's three ways you can play around with the optimization. You have to. There's an optimization checklist already. You should check that out that I showed you. Look at the headlines and the assets, which you click on the asset details and see which one is performing good or not, and then change the ones that are not performing right after a week. Do it after a week, and then look at your ad groups. Don't try to play around with ad groups too frequently. Leave it for two weeks, 21 days. That's optimal to change out-groups, pause and continue. So net groups, but you can play around with locations around one month mark. So you need some data for locations to make certain decisions. But we'd headlines, you can play around with the headlights, take the ones that are not performing right away if you have enough data here. Alright, that was a guy's hop. It was helpful. Don't forget to ask any questions you have in the message section in Udemy. Please don't hesitate to ask, I'm happy to help you make you succeed. Thank you. 22. Google Shopping Ads: Hey everybody, now we are covering google Shopping Campaign types. So this type, if you have, if you're selling products, you definitely want to use google Shopping Campaign. This is gonna be critical for you and this will enable you to get a higher return on your ad spend. But of course, the higher return making profit depends on your products, depends on whatever you're selling. The pads on your product descriptions, feeds and everything. So let's cover one-by-one. This is really important. Please don't skip this. I'm going to cover a really critical information in this presentation. Let's move on. If you have an e-commerce store, you should want google Shopping. If your client is you running in ecommerce store, you should write Shopping. If you selling any type of products or on your website, you should run Shopping. If you want to shove your products, white people are searching for it and you will show up with your image. This is critical. So usually google Shopping campaigns have a higher conversion rates, not on your website and, but on your Google Ads at how your conversion rates compared to Google Search Ads. Because when people look at google Search, let's say a product, they will only see your headlines, write. The headline could be anything that you wrote in the headlines section of Google Search Ads. But one of persons searches for a running shoes, what they will see as a headline off the product in google Shopping, It will be the same as once they land on your website, the description will be saved, the price will be saved. They will see reviews on Google Shopping. That's why people are more likely to buy from a google Shopping Ads campaign type. So let's see where do they appear. So once you search by Jordan sneakers in this example, these are all Shopping campaigns. If you go to the images section, images section, you will see google Shopping Ads. Again, you can see we have the name, we have the price, we have the brand name at reviews. Reviews are critical as well. Reviews are really important. Your customer support has to be top-notch on Google search as you don't have to show reviews. That's a critical point as well. It also, they're expanding a little bit. We can see on the YouTube videos, bam, bam, bam, this is going to Shopping, right? So once they say search on Google or YouTube, Jordan sneakers, bam, it will show up. So that's really important thing as logos. So take, take, pay close attention to this. So reasons, let's say your client is running Google Ads account, they are not performing. Why whites are performing? There could be several reasons. So you might not optimizing the clicks and overpaying for low quality traffic. That's one reason. So if you are not using negative keywords, you might be paying for irrelevant clicks. The critical thing about this, this, you cannot target keywords, but you can add negative keywords. That's number one. So not optimized product feed. So if your product feed is not well optimized, from the Merchant Center standpoint, you are not going to get enough profit focusing on the wrong products. Let's say one of your products has a really low profit margin. You are focusing too much on that. And you're not gonna get enough profit from yellow return on ad spend, right? You're spending $10 to get one clients, one purchase. And your product costs like 20 bucks. That's not gonna be high return on ad spend, right? But if you have some products that is like hundred bucks and your profit margin is like 80%. You want to push on those products a little bit more. Your product page is not well optimized. This is what are the biggest reasons that people don't really succeed. Let's move on. Key differences from Search. There are no keywords, you cannot target keywords, you can put negative keywords. That's important. More important thing is Google crawl your product feed and figure out who your ads should be served. Two, That's why your product feed is extremely important. And this is really important thing that you might, you need to consider every single step in this case, every single step. So you might come across a lot of banning happening on Google Shopping yet similar to Facebook Ads, Search Ads, not so, Display Ads, not so, but google Shopping Ads come to, let's say you're making tons of profit is suddenly boom, your account gets, gets banned. That's terrible guys. That's the last thing you want to have. And let's say you're running ads for clients. Clients account gets bent. Ads account gets bent. Of course they're going not going to ban Your Shopify account, but Ads account gets bent. And who is the number of I blame you will be the number of blades. So you have to make sure these are all in place. First and foremost, you have to have returns and refunds page. In that page you have to state every detail how they can get a refund. Or if you don't offer refund, that might be the case. You have to put them in there as well. You have a contact for return, let's say the refund at whatever you're selling your domain name.com, maybe an email address or phone number. That's important. You have templates for each and every one of those. You go to Google and say refund and returns page templates, copy it, paste it on your website cranial page for specific before this Contact Us page really important, if you don't have it, they might bad you have a business name, business address. So google thinks you are illegitimate business and you're not a scammer. So google had a lot of problems back in today's. They got sued for letting people advertise scams is sorted so forth, usually scheduled on how businesses, business names of business addresses. So you can have to put it, don't put a post postal service address, put a real address. Maybe if you're working from home to App shipper, put your own address there. Have a custom domain for contact e-mail. Don't have a Gmail or Outlook or Hotmail. So that's the one reason to getting banned as well. They can bend you for everything, guys, this is critical. Have an operational is our operation, our contact expectations is really critical. Let's say you can expect to hear from us in 24 h if that's the case put in there, maybe in a week, put it in their shipping policy page. You have to have a separate shipping policy page. Have deliveries on shipping costs of shipping, timing. How long should they expect if you have a default shipping policies, put that in their privacy policy page, you have to have a separate privacy policy page. What info is collected for, why? There's a lot of templates for this. Grab that templates, put it on your privacy policy page, and then change whatever your business name is in their terms and conditions page is really important is all you have to have a separate terms and conditions page to define acceptance of the agreement, limitations of liability, put that in their contact information, put that in there as well, but it has to be compliant with that specific country of you, your operating. Don't include emojis on your product description or product title. That's a reason for you to get bad. So a lot of drop shippers use a lot of emojis in their product descriptions title, they get banned a lot. Because whatever reason, image cannot be proven solution, that's that can be a one result. The reason that your specific products are being Ben, product price should be matching the product feed. That's important guys. Sales price has to match the product feed, the sales price, your product feed have the methods of payment on the product page. That's really important if you have PayPal, Google Pay, whatever it is, put it in there. Add to Cart button has to be clear if there's no Add to Cart button for some reason not showing up, you get bent on the product page. There has to be links to return and refund this page cortex, thus page shipping policy page privacy policy and Terms and Conditions page. Your footer has to have your footer of the product page has to have links to all of these pages that's important. If you have those, you want gets bent. Of course here, you have to be nuts scamming people that's important. These are the important things that you have to cause them. Let's cover the bidding strategies. What are the bidding strategies that you can use? Want to google Shopping Campaign manual CPC is the one that you should start with if you don't have a previous conversion sales data, or let's say you inherited one account from a client, right? And they have previous Shopping data. That's okay. You don't need to use manual CPC there. You don't want to use maximize clicks. It just drives irrelevant traffic there and enhance CPC. You can use it if you have previous data. And if you have previous data, as I said, like data meaning not only clicks, you need to have convergence. Ideally you have to have 20 conversions per month per campaign. Target ROAS is really good, let say. As we covered, we're going to cover a profit, profitability section. It depends on where I put it before this module may be already covered. This, you will see that profitability. If your profitability is around like two extra row as you want to have a target drove us around four, but it depends on whatever you achieved before as well. So if you are around a3x, ROAS, if you have achieved that previously, you don't want to put your target or is at ten, then you're going to have no impression scorecard we would like to highlight. I should show my ads to write like I have no idea. How should I bring ten extra row as TQ, like there's no way I'm going to break down many that high of a return on ad, spend it possible, and they're not going to show your ads to anybody. So, as I said, always go with 20% increases. If you're at like three, tried to go with 3.5 to four, if you are for three, tried to go with 4.5 and then suddenly increase your target was achieved, maximize conversion value. As I said, it's a strategy if you are advertising different products, many different products, let's say one is like ten bucks, the other products like 500 bucks. In this case, google will try to push your more expensive products a little bit more. And to try for you, they will try to give you as much revenue from sales. So that was it guys. Hope you have FUN using those strategies and we will get to running those Campaigns. 23. Google Shopping Campaign Structure: It is now time to talk about the Shopping Campaign Structure go. So this is a little bit different than the rest of the campaign types is going to be a little different. Why? Because we have product groups. So usually what we had campaign and it will go down as ad groups. And under that we had Ads. But in this case we have a product group which is a little bit different than, you know, regular Search Campaigns, right? So let's say we are how you might be asking Jim, How am I going to use my products? Or let's say is how my products in different campaigns, how should I structure it? So there's one example. We have Campaigns, other campaigns, we have ad groups and other ad groups. We have product groups and under product groups we have Ads. So in this case, so let's say we have a clothing store. We're selling all bunch of clouds. We have Gs short, so I divided genes like top of what we were at the top. And while we were at the bottom, I do edit them, jeans and shorts. And under genes we have, let's say, two different categories. Skinny jeans and baggages. And under skinny jeans, I divide that to ripped skinny jeans to smart casual skinny jeans. So this is where you're like wearing them to hang around with your buddies. This is more of like I can read that to work and stuff, but it's still a skinny strategies. And other this smart casual Gs, we have the exact product which goes to it pulls from the Merchant Center and then literally just click on it. They land on your website and then they buy the products. This is, let's say denim, second edition, smart casual, black skinny jeans. In this one, product group, smart casual skinny jeans, we have, let's say a different product, right? Still under the same product group. Levi's, let's say smart casual, dark blue skinny jeans. So we have two different products on the one group, but you can have multiple different products. You might be asking Jim, I don't have that big of a, let's say Sharp. How can I divide them into different Campaigns and products and product groups? Let's say I have a person who is selling rings. Let's say we have a ring here. They're selling rings. How can you actually divide the rings? Let's say you are selling men rings only rings for men. How can you divide that? Let's say you have this really simple rings like this. Smart rings were some, how can you call it not smart, but what does it call them? Smart casual, but there's no detail and it played plane rings. You can call it plain weeks. Playing rings, not detail. And there's costume rings. Are the customer rings you can do, let's say, a bronze, late Bronze rings and gold, gold rings. Or you can just gold rings, bronze rinks. And under that, you have plain gold rings, and you have more custom golden rings. And under custom gold rings you can go a product category which is lying structures. Some brings have a really big detail. So I had one ring. Let me show you that. Anyways, I couldn't find it. There's this like really detailed line, lie in the rings. Let me find one. Lion rings for men. Alright, these ones, these ones, right? What does it call? I don't know what's it called? Lion ranks, right? So these are Shopping Campaigns you, so this is, this could be a product category. As you can see under this product category, there's different Ads, different, different products. So you may have different 1234556, different products under one category either lie in gold rings. So this is how you want to structure it. We might be asking why. The reason being is you can adjust your bids way better. Let's say you're now getting a low, you're getting a lot of clicks on, let's say here, product group, one, ribs, skinny jeans, but you're not getting a lot of purchases. And then you, what you can do is you can drop your bids are a little bit and you're, you don't spend as much under this product category. But let's say you are, your product margins are really, really low and in this case, you're not getting your desired return on ad spend. You still can't dropped the bids on this specific product group. Like you can apply that bid on that specific product group. Let's say in this one we have shirts, let's say short to your product margins are super high and the products are really, you're selling them really on a high cost. What you can do and then increase your bits because increasing your bids is not going to cost you that much because your profit margins a little higher. You can literally start by increasing your ad group bids overall the whole campaign and little bit up, and then you're going down, you can increase, let's say specific product, your product margins are super high, you can edit them. So that's how you structure your campaign. Alright, so let's create a new campaign. As you guys all know, we create, create a campaign with Goals guidance, and then we're going to click on Shopping. We already imported our Campaigns, sorry, conversion actions, so it will be staying there. I will be blurring some stuff Since this is a clients and ad account, so we're setting up from scratch together. So excuse me on that one, if you cannot see anything, please ask me. And once we going to select United States, the campaign blurring that again at the top. I'm really sorry about that, as this is a client campaign, alright, so we have Bidding Strategies, target ROAS, manual, CPC, maximize clicks. We went over those, but we will go with maximize CPC since our client has some conversion data and not sand but quite a bit. So we're gonna go with enhanced CPC in this case. So google has some idea that went to increase the bid, went to lower the bid. So they have some previous data. Then we're going to set the budget to around 50 bucks and then we monitor it. As we move along. As I said Guys, you can start with all different bidding strategies, but in this case, I will optimize, optimize for conversion, or you have the option to optimize for commercial value. So if you want to get more revenue out of your, out of your sales, you can choose optimize for commercial value. In this case, if you're, let's say selling two different products, which one is ten bucks? The other one is, let's say, 150 bucks. If there's a big discrepancy, you can choose commercial value. But in this case what I always choose maximize conversion. So I get more clients, more client acquisition. With that, I can sell more to them in the back-end. As I said, you can choose maximize clicks, but it's not a, not the best option. I really discourage you to select, maximize clicks in this one, you don't want to go with that after you have some data, I will probably switch this to target ROAS. The reason being is I want to optimize towards the maximum return on ad spend. But for now I will go with manual CPC is starting off. But in this case, since the client have some conversion action in the account, I will go with enhanced CPC, which is known as E CPC, which is google, determines that the client is more likely to purchase. They will up the bit. We have also, as we covered that again, Let's go down. We're going to optimize for conversion value this time. Since the client wants to up the get higher return on ad spend if it matches my brand, I would have chosen maximize conversion. In this case, we have Priority. Start with low default. By the way, if you're spending, if you have multiple campaigns, you want to spend more in one of them, you can set the campaign priority as high. But if this is your first campaign or Shopping Campaign, you can start with love. And then you go head and you move this one. As long as you guys know me. From so far, I don't like to advertise on search network or YouTube, Gmail Discovery. I usually go with just Google only, but you can enable you to Gmail and discover as you move along, It's totally up to you. It's just a personal preference and a lot of agency owners and they tend to keep the networks lower. In this case, we come to devise, by the way, device you're not able to adjust the device when you're setting the campaign, but later on you can add them up. Sorry, just the bits as here, we always want to go with presence in terms of locations, and we will type in ad group name. Alright, so once you create the campaign, you're going to go to product groups and you will be able to adjust your product groups as well. So you're going to click on the plus sign and so you can create subdivisions under your product groups. Once you click all the product category like this, you will have brands underneath that item ID underneath that condition. You might be asking you like I did. I don't remember setting those up. You actually set those up Your Shopify and then you will import them right away. Once you import them, you will see your current Max CPC on the right-hand side and your new Max CPC. Now we can adjust our Max CPC from there and let us come to the optimizations. We can go to locations as we already done before. I will filter it by states. Now we can see the states impressions and clicks per state. We can see, for instance, California is getting maximum amount of impressions as we covered from whilst we were on my account. There was no much data because it was a test account since this was a client's account, you can see there's a lot of commercial value here. With this, there's a statistical significance and we can make adjustments. So you can see, let's, if you don't have enough data, you can make it all time, the time that you can see which states have been giving you a lot of commercials or not. In this case, california is pretty good. Cpc is way lower than all the CPC is, is you can see is lower than one bucks, which is quite ideal. And then you can add a different Metrics you want to see which state is actually doing what. In this case, you can add conversion value, conversion cost per value, all in all sorts of stuff. So in this case we spend 12th grant and got an a for or two cake, which is pretty good, guys. It is pretty good. I'm really happy with California, in this case, Florida. Cost per course per value, not really the best, but I'm still happy with that. So we spent six K in Florida. We got 163 K. It is almost over 2020 X rho S. I'm still really happy with that. Let's look at New York, for instance. New York is pretty good as well, texas is really good. I will also look at conversion value over costs. So we're now seeing only Conversion values. So if we sort them by, let's say click from low to high. You can see District of Columbia and Hawaii are getting really low clicks in an all time. So in this case, we've got only two conversions from Hawaii, so I wouldn't make a big adjustment guys. So we spent on the six bucks, but we got $1,000 worth of commercial real. It's not the best won't be looking at Connecticut, for instance, connect ticket in United States is getting impressions and the conversion value is drastically. I'm higher than the rest of us. So what I would do is I would probably increase the bid adjustments of connectivity. If I've seen great results, I will up the bit a little bit. Usually that's how you should optimize the Campaigns. And let's look at kentucky, not the best. We've gone down a little bit. Arizona. It's not the best. I mean, a lot of us, but this campaign is really profitable in this case, let's look at Louisiana is given us to access row-wise still. Let's some Campaigns. So once we look at North Dakota is not the best one. So you can also decrease on some states. So let's go to little time at scheduling so we can schedule your Ads specific days, as you can see on the day and hour here, we have the days. For instance, let's look at the Conversion values and dispense and return in that space. So most of the, most of the time it is kind of equally distributed. But you can add more columns and then see what is going on there. Let's look at number of commercials in terms of number, Friday is the lowest guys, and as you can see, Fridays, tuesdays is actually pretty low as well. So we spent like two I will probably decrease the bits of Tuesday. It's not the best. I'm spending almost as much as the rest The days, but the conversion value is quite low. And also I can say the same thing for Wednesdays. Wednesdays is not a good, but it is way better than Tuesday, so you can adjust them and go to ad schedule. Then then you can say, I want to lower my bid on Tuesdays. You can do that. You can look at certain times. But then like day of the hour is not the best type of optimization because you know, they're gonna be a lot of clicks before they make a purchase. Maybe this the last purchase. That's why I suggest you go with data-driven attribution, specifically for Shopping campaigns. But some people find it useful to go ahead with left-click because Shopping campaigns are a little bit more impulse purchases. And if your product is really a lot ticket products, I would definitely try and go ahead with like last quick distribution attributions. So it totally up to you and you can take a look at the r's wanted to PM Sunday, you can see your highest return on ads spent there and make a decision. Looking at those is totally up to you guys. If you have any questions, again, please do not hesitate to ask. Go ahead and ask your questions in the message section here. And if you can ask anything about google Shopping or Google, whatever the case may be. Alright, This was it, guys. If you like it so far, please give me a review. I will definitely appreciate it. Take care 24. Creating a Google Merchant Center: Hey everybody, How are you doing now that we're going to create a Google Merchant Center account, this is critical for you to be able to run google Shopping Campaign. Otherwise, we're not going to be able to do that. Alright? So what we're gonna do is actually create this and you will be able to see diagnostics in certain cases, people are not able to run it. If you inherit any google Shopping Ads account, by the way, you will be, you will already have this. They will like your clients will already have this. But if you're starting a google Shopping account from scratch, you won't have this. You have to sign in or sign up for free. In this case, we want to sign up because I already have an account, but I don't want to use that, um, which is a brand new account. So let's sign-in with another account. Let's try this. Make sure it is Gmail guys. So let me just put in my password here. So we're going to receive a verification code. We're just going to want to put that in. Alright, verification code is this. Great? Let's sign in. Alright, now, here we go. So now we're in Google Merchant Center. We are signing in the signing up. Alright. Do you sell products online? Yes. Do you have a brick-and-mortar store? No. Usually we don't have a brick-and-mortar store. What we wanna do is grab that URL, Your Shopify URL, and then paste it in here, right? Alright, perfect. Now we're going to go on and continue. Alright. So show me your products. Yes, yes. Yes, continued to Google Merchant Center. Alright, this is critical. Put on your business name. Of course you have to put on your business name. This is gonna be a trial account. It will be registered in wherever it's registered in. And we're going to get personalized tips up to you. I want to get some from Google Merchant Center. You might be asking, Jim, is this really necessary? Yes, it is, guys, this is really necessary. You have to do this. Alright, so now we created our Google Merchant Center. We have to fill up some information. This is boring, I know, but you have to do it in order to run google Shopping Campaigns. The good thing is if you inherited account, if you don't have to do it, right. So these are the business information let's fill up. Yes. Verify the number, text message and we will receive a text message here. Continue. And we'll type that in. Let's see. Alright, Google Merchant Center, I just received my texts. 5458. Alright. Now we're verified. Now verify we have to do a couple of more things, but it's just verify this thing. And then we will move on. Alright, we're editor business information. Alright, this is critical. You have to verify and claim website. So this is critical guys. So usually if you created from the same Gmail account, which I didn't in this case, it won't verify what you're gonna do is copy this little bad boy. Copy this bad boy. You usually have to wear it for. So let's check if it's already verified because sometimes it automatically verifies because Google matches the information with Analytics, Google Tag Manager, salt and so forth. So in this case, they were unable to connect to the server, which didn't verify. So what I'm gonna do is get this copy this. If you cannot verify this, go to Your Shopify Store, go back. And as you guys see, it's the same thing. Click the three dots or under your online themes, three dots edit code. And then we're going to paste that under theme, dot liquid, go under the heading section. You can paste it about the Google Analytics tag, doesn't matter. So just click Save. All right, where we are perfectly good to go. Asset saved. I'm happy with how it's going. It might take some time guys, for it to completely verify this. Alright guys. So this might take some time, actually sometimes days to verify the days meaning like 24 h Max. Usually it will be verified. So I will switch to another Google Merchant Center account so you will see what you can do. I will sign out audio out of this real quick and I will sign in with a different account. So you will be able to see what is going on. Now we are in the Merchant Center than what you will see it usually. So here as you can see, after you set that up, you will continue with the remaining steps, with the steps, right? So finished setups finalize the setups. The most important things are going to be setting up, verifying and claiming the website, which we already should have done here, but we didn't do it and then set up, setting up the shipping. This is really important as well. You have to do. So shipping service name, it doesn't matter what you put here, bam, bam, delivery location, you say next, and then adding the products is critical guys. So what we're going to use is we're going to use a Shopify App to add the products. You have different ways to do it. So I'll add multiple products was one at a time at products from your website. This is the one that we want, but before without verify you cannot do that. So what we want is adding the products from our website, which is what we want And then we will see our google policies and we will have a final review. So you will feel those are pretty self-explanatory guys. Isn't that hard? And then you want to come here and then we want to fill up those sales taxes and business information. These are the other other other sections. So shipping and returns is also important. Let's cover that as shipping service. If you are also like not doing digital delivery service name, you can say whatever your name is in this case. This was what a lot in the fortune teller fortune teller service area you will put, let's say Australia, my case, Australia, yes. Delivery address next. And delivery time. Usually how many days it is fulfilled Monday to Friday is usually you will do that delivery time here. We have to put 00. Alright, we're all good to put zeros right here as well. Alright, we clicked. Now we're passing here shipping costs. So it is important if you want to use free shipping cost, free shipping will definitely increase your sales and you get up the price of your product and then cut the shipping out of that. This is really important free shipping over a certain amount. You can put that in and it will appear on your Google Ads. So it will pull the data from Google Merchant Center and it will show to people who are searching for it. That's why this is important. If you are flat rate, just put it in, they miss it 15 bucks, they have to pay it. They will shove it as well on there and you have to go maybe like it depends on weight and size. If it's like you order, let's say five boxes or something and then do the shipping cost goes up. I feel that up as well. Then we have sales taxes. Sales taxes is important as well. So you want to go ahead and put your sales taxes in United States. Different guys, like let's say you are sending stuff from indiana to, let's say kentucky. Is it going to be on the delivery like the person who's delivering the item or you're sending that. Usually it's from your area and then you will if it's taxable, you put that in customer sales tax. If it has like six bucks, put that in. It's good that you have some advice from an accountant, but I really don't suggest you start right away with an accountant. It will be a lot of wasting money, in my opinion, and then business information. So you will put that in again, as I said, I didn't put that in at the first time. You're verified that hear phone number and then Korean businesses position number. We definitely don't need that. We're all good to go guys. In the website, you will be having a verification here. So as you guys know, we haven't verified it yet with the website, with the little code. We haven't done it yet, and it is currently on acclaim. Once you do it, if you will be able to claim it. And then we're all good on the Google Merchant Center site. And then we will go to our Shopify Store. And what do we have here? What I Shopify Store, we have we have to find an app that is going to pull the product information from our website to Merchant Center. So the last Ads App that we want is google Shopping Shopify, right? We want to click Google typing google Shopping Shopify. We want to click on the Google and YouTube. This is free, completely free. One guys. We're going to add the app and you want to use that one otherwise, other, other apps charge weekly fee, monthly fee, wherever it is. Then once you have that, you will feel that up sign-in. So evil, evil want to authorize with the Google Merchant Center. Alright, so let's load again. Alright, perfect. So at sales channels, we're going to move on. But in this case, it's since it's a brand new website, I don't have any products. So the problem is we don't have any products, you guys. So we want to connect to Google, but you will have the products. So let's move and connect to Google. Quadrillion dollars. Men signing in google perfect. Now is authorizing and connecting with the yes, yes, yes. We want to allow that. Allow everything. Bam. Now we're all good. So you want to create an online store at refund policy. So these are really important. I told you all about this guys in the previous section. You need all the refund policy page, the shipping shipping shipping information, terms I'm Services Service Contact Us. So you want to add those in here. So you have to add those in. How you're going to add those, and you're just gonna put the link from your website to hear that super-simple guys, you're going to put that refund policy here, returns accepted or whatever it is, right? So you have to put that information in here and you're going to write written form privacy policy right then in terms of services, write that in shipping policy contact information. So there are templates online. You will, you will easily can find those templates guys super easy. And once you do that, we can go back here. Alright, so what should we, what we want to go and we're going to compete setup once we feel that all information in. So after we set that up, it will be super easy. You will see the numbers, the, the products that you have, and next to it they're gonna be item information. So you want to name your product, products, not like super exam trick names with emojis and so on and so forth. What you want to name your products is legit, what people will search for, right? So you want to be creative with your copy in your maybe description or on your rest of your product page. You don't want to be really exciting and funny and so on and so forth. In this case where we want this field information in and they connect and then go ahead and complete setup. Once you do that, you will see, as I said, the products and next to it some sort of information. It is easy to follow the steps up. And also it's really important. You don't have to change your product page. If you set, let's say a product's page on your website, you can change how it appears on Google Shopping Ads and then you will save it. It will be super easy. Then you will be able to go back to your Google Merchant Center, which is already set up. Alright, This was it guys. Those are clear and short, concise tutorial on Google Merchant Center. You have to set it up and you have to go through on Google, sorry, Shopify and then use an app to pull those product feed from your website to Google Merchant Center. That way, we can run google Shopping Ads if you have any questions, any part that you cannot do, just shoot me a message. I will help you. However I can take care. See you in 25. Connecting GA4 to Your Shopify Store: Hey everybody, How are you doing? No. In this video, I will show you how to connect GA4 to Your Shopify Store. And we're gonna do it from scratch, brand new GA4 account. So let's get right into it so we can track everything. We will get the conversion actions, purchases at two cards, whatever it that we need to track into our Google Ads account. If you run on Google Ads, that will be required. So what I'm gonna put it here, it can name, you can put whatever you want in here on my Gmail is quadrillion dollars, men. So I don't want to do this. I will go next. So these are as these guys are now asking you what you want to track. You will. You want to select your country, of course, property name. You can put whatever you want. So this is a trial account that I have, so I will put trial and put your time in Melbourne time and the dollar amount, of course, whatever you're selling, what are your currency is? Let's go Show Advanced option. We don't want Universal Analytics because it's not valid anymore. Google is literally closing that up. So this is not relevant guys. You don't need to do it. You just provide information to Google. So I don't want to click anything so you can accept. Click on, I accept. Alright, so we accepted their policies and whatnot. So we're good to go. So I don't want to touch anything here. I don't want any e-mails from Google as of now. So we're going to click Web. So what you're going to do, you're going to put your website in here since I just created this Shopify account for sake of showing you how to do it, you can put you put your website in here. So I will put a random website. So we just going to put a stream name so you don't forget it. I usually put my website name here, so I will put trial. And they're really important thing guys, this enhanced measurement to form submit is not tracking really accurately. I talked to a lot of digital marketers and professionals in their area is they automatically tracks some sort of stuff. So what you want to do is exclude the form interactions which is not accurate at all. So if you can click Settings, show adversaries, whatever you need here. So you can see all the other options that you can. Usually Video engagements are pretty valid. Sites Search, valid, outbound clicks are valid, but form interactions is not that well. So you have to manually create that. I save it. So I will create a stream. Alright, we're all good now. Alright, perfect. So the data collection is inactive when your website, this is perfectly okay. So what we want to do is we want to click here and we will see installation guidelines. So this is the first code that we need. So I'm just going to copy this, right? I copied this bad boy. I will go to my Shopify store and I want to go to under online stores on the left-hand side, I hope you guys see this clicking on the online store and there's themes. So I'm clicking on the themes, right? So I'm going to click on customize it. Alright, so this is a brand new, fresh account. There's nothing in here. So if you are starting right now from scratch, here will be really following the same steps with me. So under online, other online stores, There's themes, you're going to click themes and under Customize there's three dots right now. So we're going to click three dots and click on the edit code. I will click the added chord. And now we're going to see the'm dot liquid on the left-hand side under Layout, there is under password team that liquid, so I click on it. So under hat section, I will click Enter. I will create some space, and I will paste that code that we just received from google Analytics. And you will save this. And now our main code is installed, but this court is not enough for us to track purchases for that to happen. We need another piece of code that I will put under the description of this video. So what you're gonna do, you're going to grab that code that I just set to you. I will put that under the description, this little code. And under this code you're gonna see Jimbo here. Jim is my name, so that's why there's Jimbo. What you're gonna do is copy that measurement ID. And then you're going to come to here, paste this wherever you see the Jimbo here, right? You're going to paste it. And you see Jimbo here as well. Pasted. Bam. And you are good to go. So we are copying this bad boy. And we copied this. We're going to go back to our Shopify Store. Now we save this, we're going to go back. And I want to go to settings, whereas the settings, I will just go down right at the very bottom left. So I click on the settings. There's gonna be checkouts. Here is you guys can see, click on the checkouts. I will go down, down, down additional scripts. Now we're pasting that in. We are perfectly now pushing currencies and purchases whatever order currency. And it's a better Layer guys. It's like pushing everything. So we will be able to see that. Now we're saving it, we're good to go. You will be able to see everything, all your Google Analytics and all your form, Your Shopify Store. 26. Google Shopping Ads Importing Goals: Alright guys, one really critical thing that you want to pay attention to is the you are at the right e-mail address that is on the Google Ads account to link your Google Ads account to your Google Analytics account. So while we want is to actually link them so we can import conversion actions, right, right then from google Analytics to Google Ads. So in this case I want to go to, I clicked on the admin section on the left-hand button. And I want to go to, let's find the Google Ads. Lincoln, here we are. Alright, so I want to click link. Choose a Google Ads account. Alright, here we are that we are seeing the Google Ads account here. You're going to click on this and you want to confirm you want to next? Enabled personalized yes. Enabled auto tagging? Yes. Allow, yes. So we're going to click Next. I want to say submits. Alright, we're perfectly submitted for satisfied. Alright, perfect. So now we link this. It might take some time once you got to go Google Ads account to see this happen. To see this sitting under your Google Ads account Currently we are not seeing this. I said this might take some time. It's perfectly okay. All right. We have it here. Google Analytics, GA4, Firebase. As I said, we're not using Google Universal Analytics. It is not valid anymore. Alright? So we can see this, the trial Google Analytics for active status linked. So we want to do activate bam. Web apps, web metric metrics activated. Alright, so we're perfectly clear in this sense, but we haven't imported the conversion actions yet. So how you can do this, we're going to click on measurement convergence. What I'm going to do new convergence. So I'm going to click Import this case. When we created the lead generation, it was way easier to do Y of ab, but in this case, it is super, super easy from Importing from google Analytics for, so I'm going to click Google Analytics. But in this case, it is automatically on App. So you want to pick VAB instead of App, I'm going to click Continue. So once it will appear over here, the reason it hasn't appeared yet because I entered a invalid domain to my Google Analytics because it's a trial account, that's perfectly fine. If you enter a correct domain that you are, it will be showing up here. Don't worry. If it doesn't show up in the first minute. It might take some time. Probably some types like 40, 24, 24 h up to 24 h. And then you will see the metrics here. And then you click the tick box and imports and continue and then you submit that change. It is super easy, pretty straightforward, and you will be able to have access to your purchase actions. And ad two carts and so on and so forth from the Google Analytics tracking that were conducted. See you in the next one, guys? 27. Google Video Ads (YouTube Ads): And I hope you're doing great and enjoying the course. Let's covered the YouTube Ads section. Youtube Ads is a tricky one. I want to suggest state right off the bat. If you, if you're not comfortable with your creative abilities creating your video, you should not touch YouTube video. That's why if you have a person that you want to outsource it to fiber, and if you don't see a problem paying someone like 50 bucks, 200 bucks to create a video for you. Youtube Ads is a great platform or you are really good video maker, filmmaker and you want to try YouTube Ads, kudos to you, go try it, you will see success. What do I mean by this on Canva with Display Ads, what Search ads with Discovery Ads. We didn't really need to create deaths much of a creative products, right? We just went to Canada, created some basic stuff and then bam, we started running them. It was easy, right? But here, if you want to get people to take action on our, on our Ananda, on the Ads that we run. We have to be really precise. Why? Because the Ads that we run is going to be, they're going to watch that previous, before the video. They're going to watch like they're, will look for attention. But they could be like skippable ads, so they have to watch it for 5 s. Or there could be non skippable ads. So they watch the entire six to 15 s. So in that case, you are Video has to be top-notch. So who should use video as I've covered a little bit, but if you want, if your client wants brand awareness, you should definitely run Video Ads. Amazing. Top of funnel, TOPO funnel, meaning you want to raise awareness, but you don't necessarily need them to buy right now. So as I said, if your client says, I want brand awareness, Jim, Alright, now various media, Video Ads. If you have quality videos, bam, start run it right away. Not great. A purchase driver in undergrad purchase driver. Why is that? As I said, it's not like Shopping Ads. It's not like, I'm like re-marketing ads. So you can run YouTube Ads is a re-marketing campaign, but as I said, not the best purchase driver, your cost per conversion, he's going to be high. So don't run it if you're after sales and don't run it if you're a beginner going after sales, these are my only $0.02 on it. But great for lead generation if your website, but you're starting new, but you outsource the video to some unprofessional on fiber outbreak whenever the Platform you may be or you have a person that can do editing really well. Just give it to them and outline the script. And the script has to be great. We will cover the script and the creative section. So you will have the basics. You can create your own video. Delete Hands, sorry D, Ads has to be really constructed well, otherwise you're not going to drive leads. As I said, the creative itself is really important, even more important than your targeting here. But on Search or Targeting keyword, technical stuff was more important. But L Video Ads, this is more visual, the more visually driven. So let's cover it. Where do I do are Ads peer? So it appears that three places actually on as opposed to come and view, which is just before the videos. It appears on the search results as well on YouTube, and it appears also in the suggested next upcoming videos as well. So there are YouTube Ads, sub campaign types. I will cover them, cost them Video Ads is the one that you have full control. Target frequency is if you want to show your ads, more than one wants to a person to raise brand awareness. So if your client says Jim, I don't care about nothing else or what brand awareness, bam, this is the way to go. Target frequency. Now skippable extreme ads. So they cannot skip the ads in 15 s. So it's great for brand awareness again, but not great for commercials. So driving convergence, skippable. So it is the basic structure of those campaigns. You might be asking, Jim, I want to use 15 s, but I want to drive convergence. That's actually quiet, like a logical decision, but it is how Google Video Ads are built. If you want to drive convergence, they want you to use skippable ads, ad sequence. So that's your QC is a smart one but little bit advanced. So let's say you want to show a certain Video, people who haven't heard of your brand yet. And then once they watch the whole video, you showed them another video. So you build a story. But it is good for brand awareness is not a great tool to drive convergence. There's an audio section which I don't really suggest it's not even popular on advertising role, but you can give it a shot, reach your audience while they're listening to YouTube on audio-based Ads. So you still can upload videos. You will upload the videos, but it will be audio-based when they're listening to something in the background, right? It will be more appealing with the audio. Alright, so let's move on. So you don't get, as I said, don't get confused by the subtypes. So they don't really mean if there are actually four Video ad types that you need to remember the rest of the what, these ones are not that important. So these are subtypes that YouTube or Google says to you that you need to know. Don't worry about those. I will give you actual For type of ads that you need to know. One is skippable. They can skip it after 5 s. This is great for driving convergence and this can be as long as 2 min, 3 min, five to 20 min, right? There's no limit. Now skippable ads, however, they cannot skip it, so it has to be six to 15 s long. If it is shorter than 6 s, it is called bumper Ads. Bumper ads are basically the same as less capable, but they're just even shorter. So if you want to give like a promotional thing, Let's say come to XYZ for Christmas sale, we have 80 per cent of bam, just like well-known brand. They use it a lot. Mcdonald's, K-Mart, and so on. And so for big brands, you've probably seen them a lot if you don't remember it. Hundred percent sure you've seen tons of bumper Ads. So under our impedance, if he does is I said shelves in the next the watch this next or ***** home homepage. Homepage or short search results. So it is basically skippable ads, but it shows up on the feed, watch next, and so on and so forth. So let's cover the bidding strategies. What are the bidding strategies that are useful and what should you use, what you do not use. So there's target CPM. We covered target CPM in, I think, Display Ads. And here you have the same target CPM as well. On those ones you're not charged buyclicks guys. So this is different. This is like Facebook on YouTube that so once you are showing them a video, it is not like intent-based, but it's more like you're like you're being on the offense rather than the customer being your first customer is I'm not doing anything at the moment, but you pushing your Ads while they're do something. But on the search terms and search, you're being charged by clicks. Why? Because customer is actively do something. In this case, customers are passive. Target CPU or charged by impressions, but target CPV. Target CPM. You basically say it's a Google look. Google is willing to pay ten bucks to every thousand people you show my ads to go. Usually it is less than that. You don't have to pay ten bucks because it's impressionist. They don't have to watch the whole thing. If they were see your ad ban, YouTube council sets, impressions, they have to watch it for 2 s or something, or they click right. There's continents and impressionist. But what is target CPV, this charge it being charged by views, and you set a number, which is usually around a toolbox to three bucks worth 00.5 to toolbox. So it's usually you can to his little bit too high. By the way, you can go with a 0.000, 0.0, 522 bucks. So it is a wider range. A toolbox is really competitive niches. If you really specifically target, nail down on a re-marketing campaign, it can go up to two. What is its views actually? So we covered the view section in, I think we've covered it in Display Ads, but I will tell you again, a view is once a person watches the ad for six to 15 s, or they click on it or interact with it, right? Whichever comes first. Google is kind of asphalt hip. That's an aside. I mean, like they want you to charge you. They want to charge you as soon as possible, which is nodding, great thing from Google to our sites. Maximize convergence. We all know this. You can use maximize convergence if you want to drive leads or want to drive purchases, and you are still charged by impressions. And target CPA is great for lead generation, as I said, is a great lead generation tool. Youtube Ads, alright, so we're going to cover the types of creative and I will give you amazing formulas that you can use to record yourself and drive tons of leads or sales. And I will give you tons of books that you can immediately use. You can outsource them or do it yourself, record it yourself, and you can immediately start running those in Apple. Share you in the next video. See you in the next one. 28. Google Video Ads (YouTube Ads) Part.2: Style UGC. So TikTok style UGC is this formula rocks and better. By the way, this is the formula that I came up with by looking up a lot of big Copywriting formulas, which actually translated into Video formulas that works really, really well enough. Scale. A lot of businesses with this, a lot of my clients use different people. It is critical for products. It is usually best with products, guys. Use this with products, but you can use it for leads as well. There's no limitation, but I tend to see this style working better with products. So first you got to start with the hook. Hook. What is the hook? Hook could be something that will get their attention and make them stay till the end of the video. It doesn't have to be till the end, but, you know, get them to watch whatever you say next, the main goal of hook is rather than making or whatever another video, just skip, skip, skip. We don't want want them to do that. We want to be like, Oh, okay. What the **** is this guy talking about there? I want them to be a little bit curious. Then you offer a problem. Not offer, but talk about a problem that they face your target audience. And then give the solution and then benefit after solution. And then a call to action. This is TikTok style UGC, another person. If another person does this, this is way better. Let's give an example. Let's give an example. So it can be used for lead generation, as I said, but I tend to find this better price first, this is your assigned to throw up your old toothbrush. This is our hook because these are usually organic TikTok COX. Then I'm given away for you for free. In this course. I will, you will see this right after that and you can use them right away. This is your site. You throw away your to all toothbrush. Let's say this is a new electrical toothbrush advertisement. I hate when X, Y, Z happens with regular toothbrush, whatever it is, find a problem that they faced with regular toothbrushes, or just come up with a problem though, if it will be better if they already face this problem, right? Until I discovered this new electric toothbrush that does ABC. So now we're talking about how you found this problem and it is a solution to this. I hate X, Y, Z. Now it is. Now you don't hate XYZ because this is the new electric toothbrush. That does ABC as solves the problem right? Now we've got to talk about benefits. So we're going to push some benefits instead of features. We want to use benefits. Why? Features doesn't mean anything? How can you turn a feature into a benefit is a great way to use it. Put, solve that in the middle. So let's say here we have it also gives you a wider teeth in one week, right? This is a benefit or actually is at a future. So everybody wants white teeth, but why they want white teeth? So they can smile the way they want or attract the opposite sex or whatever, right? Whatever they want. So let's say given it another example for the different products. Let's say this microphone, for instance, this microphone, right? Let's say it is the battery life is five 5 h battery life doesn't mean anything, but some people put that as a feature. But what can be the benefit of that feature? 5 h battery life, so that you can record endless hours of videos without even charging it. Right? Now we have a benefit so that we can do XYZ. Now you want to put this, it has 30 day battery life, so you don't have to charge it as often. I put the benefit here. So if you want to use features now supported with the benefit, safe, so that so you don't have to charge it as often. It also gives you a wider teeth in one week. So this is a feature again. So I put a benefit here so you can smile the way you want it. Get it by clicking under this, add a call-to-action, hurry up. They have 50 per cent of right now. So we have a call to action here. This is a great method, guys. Give it a shot and I won't give you some hooks for you to use. For this one. Let's see the hooks. Let's see the bad hawks, bad boys. Let's go. So these folks are proven TikTok and Instagram Reels and also works on YouTube Ads, but Video Ads specifically, you bet you get them hooked. Three reasons why, three reasons why I'm throwing out my old toothbrush. Three users why I'm I don't use this real estate broker anymore. Now, maybe you've put a new real estate information, right? What I bought, what I got. This has only four, by the way, products. You cannot use it with leads. What I bought, you show what it looks like on the website and what you got. Show it in real life. But it is better with people actually bought your products. You hire a person to do it, go to fiber type in UGC creators. And you will see UGC means user-generated content. So it is literally people doing this as if they bought the product Things it might XY is that that just makes sense. Which is, can be this things in my gym bag that just makes sense. Maybe like you're selling a fantasy water bottle that storage protein powder and stuff. Get ready with me routine. This is, for instance, get ready with me to go out. So people be like, Oh, okay, Let's see, this looks organic. So they want to see what other people are doing. Always, you want to be organic on YouTube as well. Tiktok, you have to Instagram Ads, you have to buy on YouTube. People who'd be organic, they went, they make the cell. So in this case you want to be organic, say go get ready with me, routine get ready to Air Force does get ready to go out with me and then you squeezing let's say the electrical toothbrush that makes her teeth white. This is your assigned to switch to electric toothbrush from your old toothbrush. This is your assigned to switch up the warm blankets. This is your assigned to get this heart's monitoring ring or whatever, something else. Tiktok made me buy it and you start talking about the product and service problem or something life hack, you can say study life hack. Now, this method of studying enhanced my memory abilities like 100%, increase my memory abilities 100%. Now I'm erasing my tests, and now I've used cell like a memory course or something, right? Stuff I found on the Internet. So this people will be, people wants, the people see these hooks. They will hundred and ten per cent. See what you have to say. And then if they're interested in the product level, buy stuff on the Internet so you can throw in some random stuff and then you'll make your product stand out in a little bit. Stuff I found on the internet. I found this hat one which is like look at this as the hormones and God on the Internet. But the other headphone, you pull out, the original one that you say, this doesn't get damaged, like this one is the best that I found so far, right bound per week. Pov, you're getting ready with me to express that POV. You just found the best headphones on the Internet, POV, you just drink in this alkaline water that is super healthy for you, that increases your bench press by 20 per cent something. You just make it up. Things I wish I knew about sooner. That's great for info products as well. Let's say this cell software, I wish I knew about sooner in our department is making 100 more sales every month. If a salesperson sees this, or sales manager sees this, bam, you, you get the setup or elite, in this case, stuff you should know about something additional staff you should know about the workplace, workplace edition. Then you can see squeezing a lead generation products. Stuff you should know about, let's say like iPhone addition or something like you can sell an iPhone accessories. Why I stop using all toothbrushes and do this instead, this is our example. We did number one product for XYZ. This is not the best one, but the rest are really good. But I seen it work but not my favorite one. The X, Y, Z you have been searching for is really good as well. The last one, the only car phone holder you're searching for, it charges it at the same time or something, then you continue with this with the system, with this formula, no problem solution benefit CTI if it's not a problem-solving products or service, you don't have to put problem, but problem solving products makes more sales. If it's like NACA, novelty item, like an impulse purchase which doesn't solve any product. You just talk about to benefits right away, hook benefits, CTA. You can do it that way as well. This wasn't guys. You can use these as like Hooke's. Let's come to use unboxing products template. So you want to use this unboxing product template, but it's better that you give it to sound more professional on Fiverr and uppercase, I said, you ship the product to them and they will unbox it for you because they've done it hundreds of times. You will be you'll be doing for the first time to lighting will not be good. It's on a software. Simply shoved the unpacking with different cuts. So they will do it for you with different cuts. I'm taking the product like this guy doing here. Take out the product, show it cuts off the product in use. That's really important and then they will take it out, put it in use in other different cuts, in other different shot. Another shot that person wearing the product or using the product. The person unboxing talks about the benefits of the product. This is important. They don't have to be speaking on camera, but it could be VoiceOver. Voiceover is work really good as well in the unboxing type of videos. And then a call to action, amazing product. They have a 2% off or amazing Salford. They have XYZ and any immediate style videos, those are nuts, my favorite, but a lot of software businesses use it best, suitable for software products, as I said. So if it's not a tangible product, how can you unboxing? It's impossible. A person, you can have two options with animation stuff, three options. Actually, founder-led is the one. You talk about it as a founder to Your could be a person talking about have they benefited from your software? Three is animation style, easier to create, but not a great commercial. It's a good top of the final, and I leave in a link here, but then you can create for free. I'm not affiliated with them that making money out of this, we can create free animations yourself easily. Hope that was clear, guys. Now we're going to jump into platform and create some Video Ads. Hopefully, you will gain some value and from those videos as well, if you solve, are gaining some value from this course, please give me a review of, give me an other Suan and see you in the next one. Take care 29. Creating Google Video (YouTube) Ads: This is a little bit different than the rest of them. You might be asking why, Jim? Because you cannot upload the creative right away into Google itself. So what you can do is you're gonna go to your YouTube channel and you have to upload the video on your YouTube channel. If you're running ads for client, you have to do the same unfortunately. So this is one video that I uploaded to run ads. So let's watch the first 5 s. One Ads like I'm covering the problem, I have my hook covering problems solution and then CTA, right? So as we covered this, so what I'm gonna do is grab that URL at the top. And I will keep this handy when it comes to creating that YouTube channel. Sorry you creating that campaign. So keep that in mind please. It's gonna be handy. Once we go to the ad creation section, we're going to click the plus sign as we always do new campaign, create a campaign that Goals guidance, of course Video has, Alright, so this part is critical. So once we, so if you have some commercial data and if you want to go after convergence, like getting people to purchase something or become leads, you usually want to go with Dr. commercials, but if you go over drive convergence, they will limit your Targeting and Bidding a little bit. So if you go with now skippable target frequency, whatever the case, maybe they will limit your Targeting little bit. So they want to have a whole set of where do they target the Ads and so on and software. In this case, we want to go with costume Video campaign. If you don't have any conversion action data in your Ads account. You also want to go with costume Video campaign as well. But let's say your customer comes for you. Sorry, it's a client. And it says, Jim, I really want to go with target frequency. I don't care about nothing else. You can go with target frequency in this case. But if you have, if you want to have full control and you have unlimited budget, you want to go over costume Video campaign. I will show me a strategy now which you can use a really low budget targeting with specific placements. And you'll be really, you'll be really intrigued by this. You will really like this guy. So let's see. So Video. Cost, narrow targeting, alright? So we have our bidding strategies. If you were to, if you would have chosen drive commercials, you wouldn't have those options here. So we can either bet for impression or we can either bid for view impression. It doesn't matter what people, if they watch on that. As I said, if it just shows on the screen for a second, 50% of the ad bellum it causes as an impression. But you can set the target CPM. But the maximum CPV is the amount of view that you pay for it. You're willing to pay for amount that you're willing to pay, it's usually 0.0 point, sorry, 0.05 to $2. So I will go over maximum CPV. And now we can switch our bidding strategies in the future if you're not happy with that, well, I'm gonna go with five bucks. You can even go lower than this guy is because we're starting really, sorry, we will go daily. So this was the campaign total. I will go with five bucks. You can even go with four bucks guys, like you can start really small. Alright, networks. So I will deselect this. If you've worked to choose drive convergence, we wouldn't have the ability to deselect this one. So I'm going to take out Nigeria here. I'd probably selected English-speaking countries, but since we're cross-selling your course, I want to select the top five, Big Five as they call it, Australia, Canada, New Zealand, United Kingdom, United States. All languages is I always do related videos, so it will show up the related videos after your ad if you want to show that. They say it's an immersive experience or software. I don't really think so. Additional settings. So you wouldn't have those options if you again, virtually chose if you were to chose the Conversion Campaign, right? But here we have that option. So think about this guys, would do you think a person is going to pull, go navigate from their smart TV and buy a product or service. Quite unlikely. So that's why I've all takeout TV screens here. And I will go down frequency capping. I don't touch it. The frequency capping Ads schedule, I don't touch it. If you have an exact data that your customers take action on a certain time or the day, you can go ahead and use this money in this case. In this case, as you can see, we're targeting all countries. So that wouldn't make sense. If you were to target wildcard one country in one campaign, you could have done that. What's it called? Targeting off? Where was it? Just got away? Yeah, ad scheduling. Alright, so now we are going down to our targeting, which is the font part Excuse me. Alright, so the Targeting part, we are going to create a targeting which is going to be really specific. I will name my ad group later on by the world. So I'm not touching a third party measurements, so we're not doing that. Alright, so let's go down. So you can narrow this down by demographic first and foremost, if you have any data that your customers are specific, certain age. In this case, I know my customers are 18 to 44. I'm going to keep the unknown ticked. They're usually male. I will keep the unknown ticked as well. And I will go down. There is audience segments. So this is fond parts, but this will give you huge impression. On the right-hand side is you can see why we wanna do. If you don't have a big budget. We want to go with placement targeting, which is going to be really, really specific guy. So it will be like you will target people. Or YouTube channels are YouTube videos that you know about your topic. Let's say it, it is so powerful at that. I'm telling you guys, Let's say you are selling a tool that helps people to, let's say, fix their headphones or clean their headphones. Then there's a video on how to clean their headphones. And you are literally selling your headphones cleaner. And you kept put that video on that specific video that you're showing that how to clean the head false. That's how powerful, how powerful that is. So let's say in our case, we are selling a digital marketing course, right? So who should I target in this case, what type of videos that I target if I don't have budget less, less braced. Let's go to digital marketing. So let's, let's, let's look at how to learn digital marketing, right? So if a person checking those and five-minutes, so if a person is checking those videos hard or how I would learn digital marketing, if I could start over how to digital marketing, so on and so forth. This video has a lot of use, almost 1 million, right? What I would do is get that video. I want to target my ad that I teach digital marketing in that sense and hopes. Alright, so I will get that and target people who are watching that specific video. That's really powerful guy sub. Alright, so let's reload this page again. Alright, so what I'm going to do hopes it's gone again. Let's wait for a second. So we just reloaded that it's just gone. Narrow targeting languages. Take Nigeria out. Your partner's take this out. Additional settings. Take the TV out. Alright, hope you're following this with me, guys and girls. Demographics. Take these old folks. Male only audience segments. I'm not touching this course is gonna be really broad. Alright, here we are. Back again. Youtube video placements, bam. So here we have options. We have either, we can either go out two channels, which is going to be really broad. If you want to. Specifically go after videos, which is the one that we want, and we can go with Video lineups, right? So what I suggest this video, we're going to get to put paste that video in here. It will show up that specific video there. So I select this. Now I'm targeting that Video specifically. You can target your competitors guys. You can do anything, which is crazy if you asked me that ability to target people. So I will target this bad boy to let me grab that URL at the top. Go back. Paste this YouTube videos. Bam. So I'm not targeting this one as well. But here is, you can see, since our budget is small, we don't want a huge audience. On, on the right-hand side you can see Bayesian, you can pay settings, but not your budget or bid. You have available impressions of 2000 people. Let's say we Bidding 0.00, 0.05 for each view. And we will multiply this by how many people view this in precious, this is 2000s. But let's say people view this. This will be a little bit lover and you can multiply that and think about how many people you have, how much you will spend on average. But I suggest you put at least ten videos. Here's do your research and Not just coming here and put it here, how would I learn digital marketer? That's good. She got 20 KVLs. I think this will even go up in views. Hops, school bag. Put that in again. Your lineups. Perfect. So let's go back again. Let's sort some more videos. Become a digital marketing freelancer node. So this is a totally different thing, guys. This person is looking to be a freelancer, and I don't want to target this digital marketing one-on-one beginner's guide? Yes, if a person is wanting to learn this skill, they will probably want to invest in my course. So we're going to go back, put that and again, that google Ads section. Google Ads is bugging little bit. Let's wait for it to Lord again. Alright, I'm gonna paste this here. Perfect. So our impressions are going up guys slowly. So what I suggest you have your impression around 15 K minimum. So you have to put that many videos here to have your impression. So digital is a digital marketing course here. How not to learn. Digital marketing is good. Few days ago, I got it. So let's copy this, paste this, and then select this. So we have to do this process until we get to 15 to ten K here. So I suggest minimum ten K because you will have a better data and you want, or how to become a digital marketer. That's good. I have a copy this. Hold on with me here for a second, guys. Alright. Let's imagine we have ten to 15 K on the right-hand side. So I'm really happy with this, right? So this is going to be Video placements, narrow Video placements. So this is going to be really narrow guys, specifically people looking for this and you are they're asking you a CPV before this. I want to get grabbed my video link, that of this video of your ad. By the way, you gotta grab your Ads Video at pasted here. And you're going to select this section. You cannot use bopper Ads is recovered because bumper Ads has to be lower than 6 s and you can only use CPM as a bidding strategy in feed Video Ads. It will show in the feed before, not before, but let's say on the next play, next or under the homepage and stuff. But we don't want that. We want skippable in streams. So I wanted to show my ads right before they watch something. So you're going to put your URL here. Whatever it is, Jim's digital marketing, dot-com Display URL. Maybe you want to put something like forward slash course, so they know where they're lemming. Does it have to be exactly what you can add a call to action? Call to action. What I do, for instance, by now, if it is they're purchasing something, get the course. So you don't want to put all capsules, of course. Got the course. Alright? So you can auto-generate the banner or you can upload an image. So I uploaded an image here previously. You can choose to do whatever you want. In this case, you can upload an image, but I usually, I'm go hats with the autogenerated channel banner. So they recommend you what I would do, for instance, ad number one, which was already there, and then you can create a totally different type of Ads as well. So you can test it. So if you don't have an average CPV, you Dave, will give you some averages, but I always do look at the industry average. Industry average. What is the average CPV reach CPV for digital marketing industry. So you'll look at, have to look at your industry averages, guys. Alright, well, let's look at this around 0.10 to 0.30. But in this case, RCP view will be little bit higher because we are target. Our targeting is super, super specific. So what I would do is I will put little bit in average here, 0.15, maybe I'll go with 0.50. So this is the maximum, so this is the maximum amount that you're willing to pay. So as you can see, your estimated Performance, you're gonna get 0.0, 0.20, 0.020, 0.07, which is really, really slow. But we're bidding here are targeting is really specific, little bit higher here 30. Creating Google Video (YouTube) Ads Part.2: And digital marketing is a little bit more expensive industry. So I'm gonna go create campaign. Perfect. Alright, now we're good to go guys. So are, we, are targeting is super specific. And I'm going to pause this campaign for a sexual, I don't want to spend money because it's a trial campaign and there's nothing on the website. Alright, this is good to go guys. So what I'm gonna do in this case is not a run only one campaign. Of course we have to test certain stuff. What you can do is copy this. And as we always do, come here and paste. So we can test this again against a different type of Video Ads. We can use exact same Targeting and maybe we can test it against the different Video, right? That way we can know that actually that specific video is performing better than the rest. So you can do this or you can run the Ads indefinitely against one another. I personally like to test them in different campaigns. Let's do that way and we can test them better. Let's wait for it to upload. So let's at the same time we want to select our video. Here. Let's go to our channel. Let's say I want to use this as an ad. This is not an ad, but let's imagine this is an ad. I want to use this as an ad. Alright, this is the one. So I will do your placements, same Targeting, and I will do forward slash, let's say Video number to test, right? So I'm testing this on the same videos, literally the same Targeting, not changing anything. But what I'm doing is testing a different video. I'm being 100% sure which one is working the best. So in this case, I will X that out. Put my new video here. So that will say, don't put longer than three videos, but we know this is a trial. Another real ad. So we're going to keep everything the same. On the video ad is different. So we have a definite answer with you add media, add number two, we have a definite answer. Which one is working the best, right? So we will have a definite answer. So once we squeeze all the results out of this Targeting, this Targeting is really specific and we will have a definite answer of this. Ad is working better than the other ad. And then we can grow this a little bit further. So how do you grow this further out? You might be asking, so let's say one of them is performing better than the other one. What do I mean by this? Let's say this, This video is performing better than this. So I will pause this and I will broaden my reach. But I'm I going to broaden my rich individual, not here. I will just copy this. And I will paste this. And I will paste it and then broadened my overall reach, estimated reach. And then I can go after if I'm profitable, by the way, if you're not profitable with the leads and a really specific Targeting, I don't really suggest you go like that. Broaden that mean you have to be really profitable in that small Targeting that I'm giving you right now. And then you can go after a bigger chunk of Audience. Let's wait for it to upload and then we can go ahead and play around. It is now done. Perfect. So now we can Video number two, but our targeting rule not be narrow. Let's say broader T, which is broad retargeting broader T. Let's say what do I want to target? Marketing? Course interests? This is a custom segments. Let's say I'm targeting what? You can test this against a different audience and you have a definite answer of which one is working. I'm definitely right. Otherwise, you won't have a definite answer. So we want to have, want to go to audiences here on the left-hand side. Once I'm in the campaign section Alright, so first I want to edit some demographics here. Alright, this is already edited, so I don't want to touch this since we duplicate it the campaign. So there's gonna be placements then I will take those out first, contents placements. So I will exclude that. So this is I will pause this. This is a duplication. That's why we're seeing those by the way, if you create a campaign, Sorry, Yes, campaign from scratch, you won't see this. Since this is a duplication. That's why you're seeing this. Alright, audience segments. It is the font part. Let's create our custom segments here. So I will go to Browse, I'll go to custom segments. And we're going to create a custom segments about pupil interested or you don't have to write it that long. Buying digital marketing course. People who? People with any type of interests and purchase intention, yes, digital marketing course, digital marketing course, certification course. So digital marketing, training, deployment, digital marketing courses, fees, digital marketing, tutorial, best digital marketing courses. So guys, by the way, if there's a best before a keyword that shows that person is extremely likely to buy, or there's the review before a keyword. So let's say you're keyword a digital marketing course. If you put a best beforehand, that increases their chance of buying 100%. Why? Because they already decided that they're looking for course now they're looking for the best one. So keep that in mind when you're targeting people. So as you can see, this is my, that's enough. This will go down by the way, once we narrow this down with the age. Alright, so reach more people who are similar to your selected audiences are usually click that on with the audience expression. Because Google is getting smarter with the extent audience extensions. And my estimated target that we is going to be now smaller because we have the age narrow down. So this will be, you can target parental status, household income, so on and so forth. I'm not touching those and you can exclude some people, let's say you wanted to go after. So you can exclude people here. Let's say you want to go off three audiences. But you, let's, let's think about something. Let's say you are going after people who are looking for courses, but you want to exclude people who are looking for digital marketing agency services, so you can do that. So let's do browse. You want to exclude people who are looking for digital marketing services, right? Let's forcats here. Digital marketing that Search it. Digital. Let's see, while we have alright, advertising and marketing services. So these are usually B2B services guys, business to business. So I want to exclude this e-mail marketing services. Yes, So we are excluding these audiences and our audience will be way smaller now, way smaller. And I'm happy with this right now, guys. So I'm happy with this. I will keep everything the same. So now we excluded those audiences from those. But of course, what you have to do is name your campaigns specifically on how we did this. I want to name our campaign. We have to find that campaign here. Alright, this is the one broader T. It's a really bad name, a commission. So while we wanna do here is, let's say how we targeted costume, segments, courses, and in parenthesis, excluded services. This is great. Alright? So you will, by the way, after you create this campaign, you will follow and follow the exact same Optimization structure. The only thing that you will add to your optimization checklist that we covered on the Search section. You will have those Video Play to 25507500, heaven dose and also CPM and also CPV as well. So having those, you can see we have SPM CPV 25507500. Additional things that you have to look at when run running a video ads can be, other than that, everything will be the same. The only thing what you want to look at is dose If you don't see those, you're going to go to columns, Modify Columns, and then select the videos there. And you got to have those and you're going to look at them. So if you're CPV is really low and you are profitable in certain campaign, you can up your CPV bid. But if you're paying super high CPV and you're not getting enough commercials. You'll love it. This is, you can see overall are CPMs are really low. This is five bucks, which is nothing. And you're going to look at the Video plate to. So if let's say you have a video, since we're testing videos in the first section, right? You're seeing one Video is 100%, play time is really high and you're getting a lot of convergence. I'll do the other one. You have 100% playtime is really low and you're getting no commercial. That's a good indicator that you have to make your videos more enticing and follow what is working in the one that you're getting more conversions. How you can get people to engage in, maybe are you telling your story? So are you following the templates that I gave you? The template that is like following a certain formula. Is your story really short? If your story is really short, you're not going to keep people to even 50 per cent. If people are dropping off 25-50 or Deidre up enough, if they are, there's a big drop-off here. In my case, they are following from here, 25 to 50. Look at this guy's 90, 98, 89, there watching this whole thing. There's not a drop-off to 75. This, this is like unheard of guys. 50 to 75. They are still on but 75, 200, there's a big drop-off. Why is that end also there's 50 to 75. There's a big drop-off by here. There is not a big drop-off. So here I'm doing something really well, but here people are dropping off drastically from here to here, here to here. So what should I change? I have to look at my video and see what I did on those marks. And if I figure something out, if I'm getting a little bit boring there, if I'm not telling your story, if I'm like stuttering there. Well, I have to cut those out and then remake the video and re-upload the video on YouTube. Or maybe I'm talking, talking, talking, but there is no subtitles, so people might fade out a little bit. In YouTube Ads, you want to have subtitles. A lot of people turned the sound off when you're watching a YouTube, that those are important things. Then of course, your main thing that you want to look at is your conversion, conversion rates, return on ad spend and target cost per action. Follow the exact check, which exact checklist and if you are profitable in this one and as well with this like little specific, or you will duplicate that as well and then go even broader. So that's how you scale guys with different testing, different audience sizes against one another. And then you have to, of course, each size has to be tested with similar sizes, with different Campaigns. And you will find great results at the end of this, if you have any questions, want to show your videos to me, shoot a message. I will be happy to answer. Take care 31. Google Performance Max Campaigns: Let's cover Performance Max Campaigns, compare it to the other campaign types. It is relatively new, but as if now I'm recording this video and is like three years old guys. So it is not as new, but compared to the rest of them. Search Campaigns is the first type that came out when Google started advertising this by Performance Max Campaign. Initially, they launched this to become more automated in overall sense, right? Like so smart Shopping was a thing and now smart shopping is fading off. People are using Performance Max as a smart Shopping Campaign. It is an interesting type of Targeting and we're going to cover why that is in this section. And then you will have all the necessary information to run your Performance Max Campaigns. Who should run Performance Max Campaigns? Anyone who wants to drive sales and leads if you're after brand awareness, website traffic, don't even bother using Performance Max Campaigns. This is results oriented campaign time. If you're after brand awareness or your client wants right away, that's not even touch this. If you, I suggest if you have some people already visiting your website, this is a great type of campaign type. If you're starting brand new to advertising and if you've just built your website up, I really don't suggest you use this course. Performance Max operates way better with existing traffic on your website causes because what they do is they also retarget your existing audiences without you actually necessarily creating a brand away, sorry remarketing campaign. If you want high return on ad spend, if you have a Shopping store you want to generate leads, sell something, or get a lower cost per acquisition of a lead. This is great. But the thing is the caveat here is, I talked a lot of Google people working in Google over the years. And they suggest with the biggest accounts they have, like the biggest spenders they have. They usually they're most spending Campaign is a Performance Max Campaign. So what their overall suggestion is to me over the years that I also experienced this as well. The high-rise span of it Performance Max Campaigns, the more data that campaign has. So we need more data in a specific campaign. That's how they work. So it learns from in the account as well. It learns from what your conversion action is, but it works the best if the campaign has the most data. So that's why I suggest if you're now ready to spend 50 bucks per for this specific campaign, not overall account. I don't suggest you go ahead and run Performance Max Campaigns. Let's see where do they appear. So it is literally combination of all the ad types that we see so far. It appears on Google search that it was like a little Search campaign. You can do Search with this. You can create Display, you can create Discovery Ads, a Gmail or YouTube bad. It can show what's underneath the YouTube Ads or as a pre-roll ad, like it is skippable or unasked him able Ads. Alright, since they appear everywhere, everywhere on Google or Google unrelated partner platforms, we have to do several things. We have to write headlines and descriptions as if we're building a Search Campaign. Long headline is if you're writing copy for like a Discovery campaign, a video ad we need to create as if you're creating a video campaign. Images for display and Discovery campaign is if you're building one and we have to have a product feed as if you're building a Shopping Campaign, right? But if you're, of course, don't have a, if you don't run the Shopping Ads, you don't need to, but all the others are relevant. So if you are running Shopping Campaign, There's a strategy that I'm gonna give to you, which is gonna be helpful if you're Shopping. If you have a e-commerce websites, stay tuned. You will like this. The Performance Max Campaign Targeting is a little weird guy. So you might be asking, why, Jim, why is it weird? Because there is a thing called Orange signals. And this audio signals is not actually targeting. So they are not target audiences. So you're creating a signal to say google. Alright, this is my audience that I want you to take a signal from. What they will do is, let's imagine you have an audience of 25 to 35 and they are interested in soccer, right? That's your audience signal. They will probably, if you're already signals here, they will go like this big much of an audience after that type of an audience. So you're literally saying, I am thinking about going after this, this, this type of audiences, please feel free to do whatever you want. That's literally what you're saying to Google. But in other cases, let's say we're targeting a video campaign. You can be extremely specific. And if you say, I want to tend to be this, this, and at the same time I want them to be this and I've the same time I want them to be in that age range and this demographic. They will go specific Laughter, that type of audience, right? But in Performance Max, they're not necessarily going to do that. So they will take your advice as a signal, as a guideline, and they will do whatever they like to bring you the most likely purchaser or a converter. So they're just going to take your take that as a suggestion, not as a rule of thumb. 32. Google Performance Max Campaigns Pt.2: So video is really important. Why this is really important. I've seen even TikTok get this wrong guys. Tiktok, huge billion-dollar company. They are not using Video Ads where they're running, that. They don't have Video Ads where they are running google Performance Max Campaigns, this horrible. So if you don't put a video in there, which has to be like a YouTube specs. 1080 by 1920, 1920 by ten at, if you don't have that, they will create, google will create a presentation for you which will look like a second grader, like a term project or something. It looks horrible guys. It looks terrifyingly bad. So I definitely suggest you record a video or outsource that video so you can put your Performance Max Campaigns. They will tell you, once we have, will show you, they will tell you. You don't have to put that in there. We can create a video and we'll sort and so forth. But if they run it, they create a campaign for you. It will look super are professional. So I despise you. I despise that idea of not running a video. That letting Google create one. That's terrible guy. So it will be a down for you like a second grader presentation. The thing is, unlike YouTube Ads. On YouTube Ads, we have to upload the videos on our YouTube channel. But here we can get the URL of a person that we have no idea of. We can use their videos as an ad in our Performance Max Campaigns. And it is legal. Google led us to do that. That's probably google let us do that. Because they, they, they're probably encouraging, like taking the weight off of new creators who want to be also running Google Ads and so on and so forth. Cost Performance Max Campaigns are done to encourage people who are new to Google and they, they not that technical to learn more about this, spend money as easily as possible. Let's say you are stole order. You are 60 years old. Like, I don't want to age discrimination, but they like 67 years old people are less technology oriented, right? So that's compatible with current technology. So there'll be all this looks all coffees and I don't wanna do this. What they do, they created this Performance Max thing, so they make it easier for them to get in there. So of course they're not going to create a YouTube channel like builded link it there. So they can literally grab one URL band, put it there, and run it as if you're one plus. It also works good with affiliates. So usually if an affiliate and running ads for, let's say a big business, let's say Herbal Life or something. And then you use herbal life's origin link and then they give you permission to do that so they will share the assets to you. It's the same. You can upload it manually. You have to use the URLs. That's the good thing. You can use. Other people's Ads are videos on YouTube, but tried to get permission guys. I don't want to encourage something. Not really not lawful, but like not really great guys, like without doing that without permission, they probably put a lot of effort creating that video so you don't want to just steal it. Bidding strategies. They use smart bidding strategies. Conversion value where you see actually set a target ROAS conversion value. We covered that maximize Conversion. We have two options. So you either want to focus on the number of conversions or either, or you can focus on how much that number, like the how much they bring you in sales. Or row, let's say if you're selling one type of products, which are maybe you have like ten different products, but their prices are kinda similar. You go with maximize convergence because it doesn't matter like how can they optimize the conversion value. But if, let say have a product for 50 bucks and one product is 700 bucks, there is a huge discrepancy. So in that case, you want to go with maximize conversion value and then you can set a target ROAS here in the not maximize conversion, you can set a target CPA. So it is all automated, no manual bidding in this, unfortunately, there's this feed only P-max campaign. As I said, it was formerly known as smart shopping. But if you still want to, if you have been getting a lot of good results with smart shopping campaigns. Now you can do the same with feed on the Mac P Max Campaigns whilst we go into Performance Max, utilization and building the campaign and so on and so forth and Optimizations of it. You will see, they will ask you to put some assets. But if you connect your product feed, you can get away with not putting any type of assets in there. Like you don't have to write headlines, you don't have to put images, you don't have to put videos. You can simply connect your product feed and run it as a smart Shopping Campaign. And as I said, it is still the same. I suggest minimal 50 bucks per campaign and a testing will be similar and see you in the building the campaign section. 33. Google Performance Max Campaign Optimizations: In this video, I will show you how to set up a Performance Max Campaign for optimal results. And I will show you how to improve the performance and optimize the because usually Performance Max Campaigns are really, really automated. They are acting as in like smart Shopping Campaign, but we have tools to optimize it and I will show you exactly how we can do it first and foremost, the most important thing, you need to have a conversion action. If you don't have a conversion action you want get the most out of Performance Max Campaigns. If you don't have a conversion action already setup and it's not tracking. If you don't have anything like this here, if you go to tools and settings and commercials, definitely watch a video on how to set up Google Tag Manager code or a Google Ads tracking that you come back to this video, this is really important Performance Max Campaigns mainly operates from your main conversion action. And they see, Okay, this guy wants purchase, or they say, Okay, this guy wants lead. So let me find people who are more likely to convert into it. And then once you have an action like this, you can go and create a good way to check if you have your code, install this, Go to your website and there is a Google Tag Assistant legacy, and you download a Chrome extension and you will see your tax Shogun up here. If it is showing up, you successfully setup that tag, but it doesn't mean you're also successfully set up your conversion tracking. Your general tag might be in there and conversion tracking might not be in there, so you have to taste it. And it's easier to test. Once you set up your conversion action, you can send a test event easily. Alright, let's get into bread and butter of this video and let's set up a conversion Performance Max Campaigns. So we're gonna go create a new campaign. And this is extremely good campaign. But I suggest, I generally suggest for people who want to start conversion Performance Max Campaigns, I suggest you have at least a couple of conversions per week you're getting. If you are starting a brand new, we can suggest running Performance Max Campaigns. So it goes, algorithm will not understand what you want, right? So we're going to go ahead and click Create and campaign without a Goals guidance. There we see this bad boy Performance Max Campaign. And as you can see, you have the purchase events. If you don't have any conversion action, this campaign type will not work for you. The algorithm will have to understand what you want, right? So once I assume you have conversion action and we continue. So there are a couple of important things. So they're going to say, they want you to spend more money and they're going to say, yeah, for Australians, they usually spend 15 bucks, 20 bucks, don't listen to them. They want you to spend as much as possible. So the Bidding, you have conversions, conversion value if you are using Performance Max Campaigns for lead generation, don't do conversion value because it doesn't make sense, right? If you're selling your products and if you want to improve the, let's say you are selling one product which is ten bucks, while product which is like hundred bucks. So they will understand, okay, you want, the algorithm will say, Okay, this guy wants to sell higher priced products and they're going to optimize towards conversion value if you choose, they're going to try to sell the 100 bucks products. If you choose conversion value, if you have lead generation, you're going to have, by the way, some people do. And I tested this by the way, a lot of times with this set, a target cost per action, your performance will drop drastically. So I suggest you start with convergence only. Don't set a target cost per action because this will hinder your performance for a week strain. So let's say you're getting three converges a week and it's going pretty well for your product to service and that's what you want or tank conversions, whatever K is maybe for your brand and how much you're spending. And let's say you switch to target CPA and set it to 100 bucks, you're getting average 150, right? If you set it to 100, you are a number of conversions will drop 50 per cent drastically. I tested it with a bunch of different Campaigns, bunch of different clients. And this keeps happening. I don't know what it is usually Performance Max Campaigns learning takes a lot of time. It usually takes time. That's one of the reasons that I think it is like that the first week will you see a drastic drop? Because the algorithm will be like, Okay, this guy wants to drop as target CPA to a certain amount and this amount, I have to find the right customers to attack, right? They will try to work hard, but at that period, wants, they are trying to optimize. You will not get as much convergence as you can. So I suggest going with commercials right away. This is the Bidding for you and you pick a location would Performance Max though, if you go off to a city and you have, let say, 500,000 people, the performance will drop drastically. So I suggest going off to a wider audience, even though, Let's say I'm advertising your real estate. And real estate is in certain suburb. And usually with Search ads, while we usually do, I personally do attack that suburb and surrounding suburbs, but we're Performance Max Campaign. I attack the whole city Performance Max loves a lot of data. You want to give them as much data as possible. So let's say we usually attack on one suburb, but here I'm targeting whole city. That's the reason languages, guys, this is really important. A lot of people skip bone, understand this. They think they are targeting people who only speaking. We start that's not the case guys. For instance, I live in Melbourne, Australia. There lot of international people like myself, right? For instance, my default browser is in Turkish or something, and I'm really lazy to change it. And my default browser is set to Turkish. If this is English, they're not going to be able to serve me, but I can speak English fluently. So if you disable this, there's issue, Chinese population, huge Indian population. So you won't be able to target those people you want to target them. So I suggest go off to all languages. It doesn't matter what the default browser is set to. This is really critical. A lot of people skip this final URL expansion because it's really tiny. It's easy to miss. What I do. Go here and only send traffic to the URLs you provided. So if you don't do this, they're going to scan your website. And if they think in other URL is irrelevant, that product, they will send that traffic to that URL and you'll be like, holy ****, like you, your product is in your Ads is 27 bucks and they're sending the traffic to a product page which is like 59 bucks and customers will get ****** off, which they have all the right to be. So you want to send only Sandra traffic to the URLs you provided. I know the AI is smart, but we never want to be that giving Walter control to the AI Ads scheduled. Guys, this is really tricky because in Search Ads, I always set up an ad schedule. I, if I know what my costs when my customers purchase or make the Search, that's really critical button. With Performance Max Campaigns, it is more of a data-driven campaign time. They want to have multiple touch points with a costumer. So that's why you don't want to schedule your campaigns. You want to always leave it up. And specifically with Performance Max on other campaigns on YouTube search, it can be whatever you like, you can do that schedule. But in this case, for instance, I always, always make it all day and the services better and AB test this a lot as well. Alright, let's go to asset groups. You can create multiple asset groups in one campaign while Performance Max Campaign. But keep that in mind. Performance Max Campaigns and Google Ads in general, they work as in campaign budget optimization. So you cannot decide how much you spend on a certain asset group if you want to equally spend on different interests or asset groups, you want to create separate campaigns. If you create separate campaigns, as in Facebook Ads, evolved do like an ad set budget optimization. If you know, Facebook Ads, devil be the case. So let's say I want to target this Copywriting course that I have, right? So let me go in here and I've put the final URL in here. There is no chance that since we disabled that URL expansion, there's no chance that this advertisement is going to different blending pitch, right? So the image is really important. The more images you put in, the more ability you have to convert the glucose, they have more data, more, more ability to expand to a trial and error. And as you can see on the right-hand side there given you a conversion estimates, but there are usually pretty false. So they want to give a general advice to you, which is okay from RAN. We don't really look at that. You can look at that in terms of what they predict, in terms of Baylor reach or something. But they're given us convergence here, so we don't have to really look at that damage. Alright, so this is going to be one Audience signals. So we do audience signal one. We put the URL in here. Let's put the images so you don't have to exactly put up to 20 images. But my suggestion is don't put less than ten images. This is critical. If you put less than ten, your performance will be way lower compared to what it could be. So you put the images here, let's put some random images. Bam, bam, free stock images we have, They give us. This is demonstration purposes only as I said. And we have safe and we're going to save it. We have 14 something images. There's this suggests that image. You don't have to put. That suggests that image based on their, you know, optimization. If you want to create your own Ads, it's easy. They give you. So for instance, 1,200 to 628, you go to canva.com. Create a design and costume. 1,200 to 628. Create a new design. And easily you can create your own image that is going to show on Performance Max. And the good thing that Performance Max Ads is your ads will show on YouTube, Gmail, Google Search, Display, discover, everywhere guys. So they're literally attacking the whole customer base. It is crazy. Alright, so we put our logo here, the logo explanation, the size is here. If you don't have a logo, you go in and create your logo in Canada. The video part is critical If you don't have a video, what we're gonna do is they're going to create a really ugly PowerPoint presentation. And it is terrible guys. I've seen literally TikTok doing this. I've seen TikToks, Ads and TikTok, you will think, Oh, it's a huge company and they're running Performance Max Campaigns without a video. And you should see their heads. It's awful. So they have literally no Video. Video, which is a PowerPoint presentation. So they say, if you don't have a video, we will create for you, right? This will destroy your brand image and recognition. I don't know how TikTok is tolerating that. No idea. But you should definitely put a video even though it's not that good. I will give you one more tip with this. Creating a Performance Max Campaigns as opposed to YouTube Ads, you can use other people's videos. So what do I mean by this? Let's go. So my channel is Jim's digital marketing. And also if you haven't subscribed, please subscribe. So there's every yawn, right? This guy's video. So I can grab this video URL, go to my Ads, and I can literally still that video and put it in here. Then I can run this video as my ad on YouTube, which is absolutely crazy. And a lot of people also don't know this. But of course they might. So it is legal. It is not a walk around thing that I discovered. This is a lot of people do this. This is probably there. They want to give a little bit more flexibility for affiliate marketers and stuff so you don't have to upload that video from your channel. This is a good thing, but of course, I suggest you have your own video there. And always, always, always check the images here, how they're going to show up. Here. As you guys saw, probably if you have seen it. Comments below, I made a mistake. Why? So if we click on this, they're going to select all three options by default. So this one looks good. Let's look at this one. The R0 is not shoving profitable Ads. It is not showing it all. Let's check this one. It's a total mess. If you don't check twice, you will mess up literally the sweet, sweet dollar amounts on google Performance Max Campaigns. So what you can do, go click X, click X. You will only advertise this and select one ratio and check with all the other ones. So we did the same thing here. So you can see this doesn't look real professional. So we're going to deselect that again. So we only have this band, so this ratio is perfect. And you're gonna do all the other. So I don't want to spend too much time here. Youtube. I suggest you have at least two videos. One is not enough because what Performance Max does is they usually remark that a lot. That's why if you go to your Analytics, you will see ton of will say, Oh my God, Performance Max is performing amazing. What they do is they usually target remarketing audiences. So you will think you're getting, they're getting cold audience, but no, actually, they are going after the rear marketing suite, warm audiences and they convert those, but they also go after cold audiences as well. I would say 70% remarketing 30%. I'm cold audiences. That's how they operate. They don't say that exactly, but that's what I think it is. Alright, so let's go to the headlines and you will put headlines here. The best Copywriting course with something million bond copywriter. Best copy writing course. Just don't judge me guys. I've just making it just for the sake of this video. 20 bucks off. Get the discount now. Alright. We're gonna go to the log headline, the long head level show up in Gmail descriptions. Just keep that in mind. And this is 90, 90 characters as well. So you can put your long headline descriptions as well. And you have one short descriptions over here. And it's gonna be 60 characters. And I suggest Philip, everything, fill up, everything, fill up everything. The more data you give to google Performance Max Campaigns, the better they perform. For this though, it's good that you put side lengths. So they google says, Yeah, they increase their CTR. It's true. It increases the CTR is. But people, I usually click on other links. So that's also count that as the CTR. So if you have one landing page and you only want to traffic the driven to that landing page. You don't want to use site links. So that's kind of a mistake that people have on improves CTR. But if your main goal is to go after one landing page, you definitely don't want to have a lot of CTR is specifically on Performance Max Campaigns that said you don't have to worry about that. You can add other extensions if you have a lead form call-outs prices. But this is the same with Google Search Ads. So I'm skipping this Display path. What people see as a URL here, it's only that Audio signal. It is the sweet, sweet audio signal. We finally here, bread and butter. Alright, so we're going to create a new audience. If you don't have those, you probably won't see these. These are my previous audiences, right? We're going to create a new audience. So we're going to name this. We're going to name it after our main audience signal, audience signal one. It was right. So we're going to have one audio signal and one asset group. That's how it's going over. This is the cost of segment. You can create custom segment thing would cost them segments is, you can put in search terms also which websites people go after, right? Let's go create a new segments. So you see what I mean? We do, let's say Copywriting search terms. So we are going after with people who search for any of these terms on Google or intention. So this will be acting as an in-market audience which is like they are about to buy. And this will go after people who affinity audiences. If you are familiar with Google Ads, you will know what I mean. Affinity is more like, yeah, they're kinda into golf, but they're now looking to buy a golf golf ball or golf equipment or something like that, right? So we're going to type in Copywriting course. They are about to buy Copywriting course. They're actively searching. This is what it means. Copywriting tips. Best Copywriting course. How to make money with Copywriting. Let's say you wrote bunch, right? And you can also put in people who browse types of websites. Let's say we want to put forums. It doesn't mean anything muddied. Let's say you want to put Forbes and it's a huge website and also just you put it, they have millions, literally millions of people visiting. But it's just an idea, right? People who use types of Ads, I don't suggest you get into the app thing. It's kind of can get confusing. Alright, this is our search terms. There are some ineligible, probably probably the money thing is ineligible. We have to check that if you put make money or invest in or something they kinda rejected. Anyways, just assume we put all the keywords and there's your data. Your data is important. I always suggest you put all visitors your data. Why? Because as I said, 70% of Performance Max is going to be re-marketing. But if you want to totally eliminate them remarketing and go off to cold audiences, you don't have to put a all visitors. But if you put all visitors, here is a re-marketing audience. You put your visitors, and also they suggest is you can see on the right-hand side, best-practice use your data. So they will convert tons of existing users and then they will go after that 30% of cold audience, right? So that's why they Google suggests you use that audience. And also you have VR. Have, we have our good old Targeting in-market or less typing, Copywriting. We mainly go off to want to go after it. In-market Copywriting jobs, guess, in markets. Let's, let's cover advertising information. Yeah, in market we like it. In markets are about to buy, they're actively searching. But if you go out to affinity, affinity is more like, yeah, I'm kinda interested in that. We have live events, business creation, purchasing a home. They don't really make sense for our case recently, a Copywriting course doesn't make sense. We have demographics. You can see detailed demographics, parental status, homeownership, we have affinity. We have live events, business creation or something. We don't really bother with that any you put on your age thing. You might see 25 to 44. We want to use the unknown as well, because there's a big majority of users who are signed off there, google signed off their Gmail and Google logins and they're still searching, but they cannot take them as 25-year-old, 44 year old. They cannot take it. So you can always check the unknown. Of course you're gonna get some out of range people. It is good to have. You can select, they're still the same with every Google products. You can select which top you want to maybe go off your cell, your height you could product, you wanna go after wealthy people and you can exclude unknown here. You can do it. I don't suggest you do it because majority of spenders are not really rich people. Because Louis Vuitton always cells to people who want to look luxuries, pupil who spend money furiously or not that rich. So keep that in mind if you're targeting, we say yes, now our audio signal is complete. This is the first audio signal and we want to say next. Let's say republish this campaign. We're not going to publish it because I don't want to run this campaign right now because I'm not running any google Ads at the moment and I don't want to run Google ads. Alright, so we cancel this. And you might be thinking, alright, Jim, you show me how to publish it campaign, but how can I optimize the campaign? And I will show me that too. So this is an existing campaign. Let's say this campaign has been running for five days, right? You come into your campaign and once you wanna do is let's do all time with this. So we have more data, but DeVito still have more data App spend like test. $56 is nothing for Performance Max Campaign They want to spend a lot usually to see what is performing and what's not. Alright, let me do it. We're gonna go to, once you click on that campaign, you want to go to first Insights. So they give you great insights on what is performing, what is not performing. But if you don't have data, you're not going to see too much of a thing is we can see, we don't see because we haven't seen any conversion because there was a test campaign. We didn't see any commercial. I will jump on a campaign that has some convergence. Stay tuned. All right guys, We're back. We are in a campaign that has more than enough conversions right now. Let's go back. Let's extended time horizon. And we have 75 leads with this Performance Max Campaign. Alright, I'm gonna go into that campaign and we're going to see how we can improve an existing Performance Max Campaign. So first thing first is I said go to the Insights. Insights is it's gonna give you some general overview. What is going on and which, which keywords or search categories, or which creators or which Audience signals are giving you. You cannot make a decision out of this, but it will give you some idea of what you can do in the campaign itself. And the second and most important thing I suggest, go to the asset groups. Asset groups are the different type of targeting, as I said, to test which one is working. So for instance, I'm going after apartments for sale and real estate for sale. And there's a website visitors here and there is not a website visitors. So one is going after warm audience, one is going after cold audience, so you can see, but Jim, I cannot see which one is performing in which one is not. In this case, you're gonna go to View Details, right? Once you click on View Details, they're gonna give you which one is performing in which one is not. That's the best place that you can look at. This headline. They say it's performing the best. So we can understand that people don't like no fees, so they like no for V. So if you have more variation, some can we can do is we can use now for fees and instead of Inspect today, inquire now, we want to put that in as well so we know it's working. We know it's the best, right? So here we see invest in a Melbourne icon and it shows it is not performing well. So what I'm gonna do in this case is I'm gonna go to this asset group. And I'm going to take that headline out. It's common sense, right? It's not performing well, so we have to take that keyword out, invest in a Melbourne icon them. So I pause that. And I've said, don't worry about the Ads strength that shows up there because they shove it. They want to, they want to have you have lot of Q headlines and stuff. But once you have data that, that that headline is not perform, you take that up. There's no reason for you to include that anymore, right? So you have the combinations and whatnot here. Let's go to the other one. Let's look at the other assets. Let's look at with details. We're going to see the headlines here. By the way, you can see there are 33 more rows, so we can expand that and see the rest. So we're going to have images in which images are working, in which images are not working. So if you were only spend like hundred bucks on it, you will see pending, pending. Pending because they don't have enough data yet. Right. So we can see completed 123 bedrooms. They didn't really like it, but compared to this, ready to inspect a movie and it didn't really triggered that much of a positive reaction. But malware is nearest lifestyle destination, perform better. So we know that now opens newest lifestyle destination is a more appealing headline idea description. We can use it in descriptions. We can see, we get the images. We see this one is not performing well. So I will take that out. And I will take this out as well. And this one is best. This one is good. What I would do is maybe adjust the filtering or will go to the client and say, we want more of this type of creatives. Can you send us more? So that will give us a great indicator of what we can do. We can see the YouTube videos. As I said, these are the automatic YouTube videos which I despise you to despise you to do. I don't suggest you create like automated google ones that Google YouTube does like a PowerPoint. Those are terrible, but since the client doesn't provide anything, if the client doesn't provide you anything, you have no option to run those. And we're gonna go to locations. This is a great place to adjust. So we're gonna go to locations and a lot of people are saying, yeah Jim, I cannot optimize and Performance Max Campaigns. So what I'm going to do this you can see I targeting is small radius is opposed to what I suggested. A great way now, so what you're going to click on this box and you're gonna see narrowed by. So you can, as you can see, you selected locations cannot be narrowed further. So if you are targeting is super small location like this Won't be able to target locations, but let me see if I can find another Performance Max Campaigns right now we have a different campaign. Let's see, we narrow it down and we're going to see all the neighborhoods that are performing better than rest. Alright? As you can see, we clicked on the same and we said narrowed down by neighborhood, if you are targeting a whole country, you will have way more options. That's crazy guys, that's really crazy. Thing is you're gonna be able to see the commercials as well. So as you can see, this guy bone heals, that's a neighborhood and it gave me one converges. Malcolm Merchant only. You can see the cost as well. So for instance, this suburb sped 21 bucks, hasn't given me a convergence, but this suburb has only spent 15 bucks and cost per lead is only one, but there's only 15 bucks. So I can see, I might exclude this, right? I might remove this or maybe lower my bid on this specific location. So you can adjust here as well then. So Glenn side, South Australia, Australia. So this one is, you can see gamey three convergence. And my cost per conversion is probably super, super low. Yeah, my cost per conversion is extremely low. I wondered Those are both leads. So if you're, we have two clicks, three convergence, those are probably bought leads. We have to be really careful. So maybe we want to exclude that. Maybe a competitor of ours is living in this location and just filling in junk leads that is a possibility if you see are extremely high click-through rate above 20 or 10% on a Performance Max Campaign, because usually Performance Max Campaigns top at 2%. Click-through rate. If you have a 10% click-through rate, be cautious. Those needs could be trash leads, but if you're getting, of course somebody is paying. You don't have to worry about that. If somebody is like purchasing, you don't have to remember that this is purely for lead generation. And we look at that if you don't have convergence, how you can optimize this, you're getting like extremely high CPC on 11 place and they're not giving you the conversions. You go here and exclude their location, then remove or edit the bid adjustments, lover debit adjustment. There was one thing. So this is one optimization tactic that you can have location. And I have one more tip for you guys done will be really good. Go to contents and I want you to exclude apps. Usually Apps gives you tons of unnecessary clicks and their quality of leads and also purchases don't come from apps. I always suggest, even if you're doing, you're either doing lead generation or selling something, right? So I suggest exclude apps. You can exclude from certain channels, YouTube channels, exclude certain videos, exclude certain App categories. What I do, I usually exclude App categories, can exclude certain website. As I said, maybe you don't want to show your ads on a competitor side, right? We can exclude here. That is one tip as well. There's going to save you tons of policies. And let's go to this and you get what I did is you will see if I go to all Campaigns here. What I did is I have separate Performance Max Campaigns on each one. I have separate asset groups. So if you are spending, as I said again, so in this one, I have probably more, not more than one. Yeah, I have one asset group under each campaign. This is a great way to allocate. You are spending in, let's say, equally spend on each asset group. So you say, yeah, this is for instance, luxury travelers and Gold Coast upper apartment Search intense. So I want to spend ten bucks on this and I want to give equal chance to let say, real estate in marketer audiences. You can do that, but I suggest you do it in different campaigns so you give them equal chance. Then you can compare. You say, okay, this CPA is well over or I'm getting way more purchases with this one and then you pause that can pay. But if you were to run them in the same campaign, what would end up happening is one of them, let's say if the other one, the underperforming one has a bigger reach. What Google will try to do is try to spend that money on a bigger reach audience, on a bigger reach audience signal. You have to be careful in what cases, but you might be asking Jim, and what cases you can put more than one asset groups in one campaign. Is there any case? Yes. So let's say you test it ten different audience signal and you have to audio signals that are performing absolutely crazy good. And you want to put those audience, reading audiences for your signals in one campaign. So you have to asset groups sitting other one. So these are my recommendations guys. This is how you can experiment like this. And these are my suggestions. You can play around with the assets. They add some site links. You can see their performances as well. But as I said, the main thing is going to be the ones that I gave. Hopefully you get a ton of value and if you did, please subscribe and take care 34. Google Ads App Campaigns Intro: Hey everybody, How are you doing? Let's cover google App Ads. This is, I'm 100% sure you are not all running Google App Campaigns, which is alright, but if you want to be a digital marketer or a PPC manager, you should definitely know all the tricks and pieces of Google campaign types. So the time comes when they push comes to shovel. And you'll be ready to rock and roll. If you get a client right off the bat, you will know exact steps that you want to take. Let's move on. So who should use App campaign? Let's say you have a client or you have an app. Who knows I had a client. One of my students who, who, who was in touch with me all the time, he had an app and he purchased one of my first courses and he had great success with it. So if you want to get episodes, you can run App campaigns. And also on the other hand, if you want to get in-app purchases, let's say person, pupil, both the App Bot, sorry, it installed the app, but they haven't actually engaged with the app so, so much. And maybe you want to push those creatives and get them to trigger them to actually take some sort of action in your app, in of itself. If you want to get pre App registration, registrations for your app before it launches. So this is a great way, but you can only deal with Android apps, you cannot do with iOS apps. I don't know why. It is just a certain thing that we have to bear in mind. Furthermore, what you want to keep in mind as the, you either have two options. Either you're going to have Android app or an iOS app. So if you want to build hype for your Android app before you launch, Let's see you guys some sort of investment or just want to build some hype. You can do register, get people involved in like get people, I'm pre-register for your app even way before it launches. Let's come to budgets. So there are certain budgets, there are common, common knowledges, but some people stay away from those knowledges. Law, of course, whatever you google says is not like, like, like God-given rule. So we can play around with those, but those are great guidelines. Then we can follow. If you want to get App installs, set a daily budget 50 times the target cost per, cost per install. Let's hear. Cost per, by the way, App installs are gonna be way cheaper than you think guys. So you want to start running an app, App Campaign. Your app installed cost per episode up like below one dollars. Easy. So it's gonna be like the lowest cost OLED you're gonna get will be epistasis. So if you think about all 50 times though, it's not gonna be too much guys, like if you have cost per episode is $1, your daily budget is gonna be 50 bucks. I mean, it's not too bad. If you want App per in-app purchases or some sort of engagement is called App engagement. Campaign types, subtypes, we can say, set daily budgets ten times, in this case, cost per action. So there are two ways to the bidding strategies which we will cover. And if you want preregistration, you, you don't have to set 50 bucks. So I forgot to type that in here. 50 times two times the CPI. So the pre-registration is gonna be the same as almost same as the app installs. So people are registering, not making any action in the app. So where do they appear actually, they, they, they, they work almost as Performance Max Campaigns. They appear on Google Search, Google Play, YouTube, Google Display Network, AdMob, discover on Google Search specifically. So let's go to, let me show you that function here. Let's type in, for instance, Angry Birds. Right? So what was it? Google Discovery on Google Search. So we have to find a Discovery here. I think it was on Google App guy, so it's not gonna be here, I reckon. It's gonna be on the Google app version on your phone. Alright, so, yes, so they have a wide range of places that they go appear and we cannot target where they appear. So unfortunately that's the case. So we have some examples. In this one, you can see it appears on the YouTube search results. They can appear it pre-roll like Performance Max Campaigns or YouTube campaigns. It can appear on Google Play, Play Store or your App Store. Not only App Store and Play Store, since it is a Google product, which is Androids and Google Play, we can see here the promotions Google Display Network on various sites that we can actually exclude. Here on Google search network, on Google search results on the web. We can see on Discovery, we can see those. Alright, so what is the campaign structure that we need to obey? And we don't have to, You don't have to obey it. Of course, there are a lot of testing going on. For instance, tomorrow, I might find a new strategy that works better than this, and I will adopt that. Some person is going to come up with that strategy, right? So there is no set rules, but of course you have to know the previously set rules to, so you can come up with your own set roles. A person who doesn't know anything cannot come up with them. Next genius idea, they usually buildup on the previous set roles than strategies. So in this case, use the ad groups to test creative themes. That is the strategy that I follow and I suggest you to follow as well. In this case, App Install Campaigns. Let's say you have one app install campaign and you have one app engagement campaign. Or it could be, let say you have two apps running, two apps, app install campaign here, and in other App Campaign, right? Or maybe you specifically focusing on a certain App action, which is App engagement campaign here, App engagement campaign here, it doesn't matter. It could be anything or you can just have one app install campaign doesn't really matter. The thing I want to tell you is there is no Targeting and all almost literally no targeting. So you're going to have one creates a theme. And you can go evergreen creative theme, which is one. But what I suggest you test new creative themes, let's say you use all purple colors in one of the creative themes. And then the next one. In this one here, we're going to have the assets like Performance Max Campaign. And you have, let's say, a purple background animation or purple background type, creative types, creative themes. The next one, you're maybe using more people in real life, doing in real life actions. And then you test it on a different ad group. You might want to have maybe two or three different ad groups on there, one campaign. So that's how you want to structure and test on the Bidding side, guys, this is kind of interesting. So we have to bidding options and we have different sub options. I will show you once we jump into the platform, we can select what we want to prioritize on. For instance, targets, CPI means cost per install target CPAs called spur In App action. So these are quiet. So you want to bid 50 times. I'll have the budget of 50 times and have the budget of ten times here. It is not that complicated and we also have to deep link our conversion action. So there's gonna be a conversion action and there's a deep linking. So it is more of like ensuring our conversion actions are being tracked even more accurately than regular. Lincoln enabled deep-linking using we can, how we can use this, we will use Firebase, google Analytics, and then we will link our google Analytics to Google Ads. And that way we will have been, we will be able to actually enable the deep linking pretty accurately. So this wasn't guys see you in the Google Ads platform and I will start running the campaigns there 35. Google Ads App Campaign Setup pt1: How are you doing? Let's cover some App campaigns. Let's create the actual campaign. And Ron gets some installed, shall we? Alright, so I'm going to click on the new campaign button. If you can see this by the way, you don't have to click here. By now. You probably already know you come to Campaigns and you can click here as well. So I'm going to click here. Hopes little, slow this time. We're going to go new Campaign. Alright, in this case, you don't really have to go with creates a campaign with that Goals guidance, you can say App promotion right away. Totally up to you in this case, I want to choose this. For some reason my google is acting up guys, so excuse me on that one is kinda slow. Right now. We are going to, in this case, let's say we have an app, iOS app. In this case, we want to get App installs. As I covered, you can do App engagements per registers, but pre-registering is only for, as I said, the Android Campaigns only minimum 250 K installs to run, as you can see for App engagement. So by the way, guys, it's not as hard to get this number because on App installs, you're gonna get lower than $1 per episode. It's gonna be not hard. But sometimes I see like $0.10 episodes, like it's really, really cheap, so don't really bother too much. Let's select Android, is that of iOS. Let's Play Store or Play Store, yo-yo, we can just try out. So I don't personally have an app right now. And nor I have a client that has an app. I'm just working on based on websites that all my clients are websites, orders that they generate leads or sales. Alright, so we're going to, you can type in an Edna App Name, random App Name. It doesn't really matter. So let's type Angry Birds. Hope we have it here. Bam, we have it here. Perfect. So we type it App promotion. So I don't have to type promotion. And campaign objective installs. The interesting that you're going to find when you're running App Campaigns is you not gonna be able to find targeting guys. It's quite interesting. So let's say we're going to select Australia, but in this case, we have the option to say, I want people, I want to target people who live in this specific location. So it is totally up to you if only operate in regularly, they have to be present in the country. You want to select this, but you can go with this one as well because you're not actually shipping a product or service. A person can play that game when they're in back there. Let's say you're targeting in United States and an Indian tourists goes to the states and comes back, they can still play it and then you go ahead and go with that. So languages guys know I would go with all languages. So once we come to more settings, starts and end dates and data feed attach if feed to improve targeting that enables you the features, features items. So this thing is only critical if you want to make your Targeting little more accurate. So the thing that helps you with is you got to connect this to Google Merchant Center. Again, in this case, I don't have that. So I'm gonna go ahead and without, you can run the campaign without this as well. So I suggest you test and see which one performs the best. As you can see, there is no Targeting at all. Guys like that will be really interesting for you. So we're gonna do it a budget, let's say we, let's say our cost per Targeting, I assume my cost per target will be around $0.50. And I want to 50 X this, as we covered in the presentation, you want to 50 X the budget of it, which is going to be $25, right? And you have to have the bidding options of installed volume, in-app actions or in-app action value in App extreme value works well if you, if there's a purchase, there are purchased levels into applets so they can purchase a premium, let's say Tinder premium, or they can get Tinder platinum or something, then you might want to work with install in-app actual value, but in this case we cannot select those because our main campaign objective is App installs. If the vertex chosen, if were to choose, what was the, what was it? App, in-app engagement, we could have chosen those two. Alright, what kind of uses you want to target? So users likely to perform inept action is not available, as I said, because this is not an engagement campaign. Also, we need to set up a conversion tracking. Conversion tracking will be through Firebase. Firebase is a Google Analytics tool, guys, I will quickly show you that Analytics. I am logging into Google Analytics. It's freaking out. I'm going to say skip for now. Let's say we create an account in here and then it will be whatever the name is. And then you go ahead, let's say trial. We go next. Property name, let's say we set it up in UK. App file again It go back. We skipped this part. I accept it. Go ahead. And then here you have the options. You can choose Web. In this case, we don't want to choose WEP is going to be Android app. Since this is an Android app, then you're going to put in the package name at the app name those are gonna be giving you once you create your app, those aren't gonna be the necessary information that you have. Then accept terms of services, and then download the configuration file at the Firebase SDK run App to verify the installation. Those are pretty straightforward steps to continue. And then once we do all the steps guys, I want you to come to in the bottom-left, the gear icon. Click on the gear icon guys. And then you will scroll down under the property section. You're going to link it to Google Ads. And to do that, you have to have your Gmail account. It has to be the same Gmail account with the Google Ads account that you logged in. Otherwise, you're going to have problems to do it. Target cost per App Install. So they're gonna give you some idea. Typical cost target epistatic. I'm going decided in the area is $0.80. So what I'm going to do is I'm going to set $0.50 because I set my target budget to 25, it has to be 50 times. And then all users set a target. So target cost per install will be this. You don't actually have to do it, but it is usually tend to work better. I don't know why on App Campaigns works exceptionally better than without target cost per acquisition. Oh my God, that's asking me to confirm and so on and so forth. We have to go in and do the verification. Sorry, keep you waiting, guys. Open the Gmail app. Let's do this. Yes, that's me. Alright. It is all good. Now, let's go ad and put our products. So as you can see, it is showing up is because we selected the, the, the product here, the App. We want to type in the headlines here. So it is almost exactly the same as Performance Max Campaigns guys. And you can see how they appear, Display, Search, YouTube discover, and Google Play, since this is a another and ad and so iOS Campaign, this is a Google, google, Android one. Then we have google Play here. So let's go ahead and by the way, you cannot see the prioritized products because we haven't sync the Merchant Center. You have to feed the product here as well. Let's go ahead and write the products. Let's say complete free font. Angry Birds. Play the font. Angry Birds, legend, three, legendary Up, Angry Birds. Updated. Let's say. Green bird is finally updated, perfect. Angry Birds is finally updated. So it gives them a reason to actually downloaded Login App. Angry Birds back. Legend, let's say legendary. Angry Birds is back. Our balance to our back. So Angry Birds is a game, but it has to be grammatically correct. Let's do what else? What else? I want to include one call to action. Download. Download. The app. Today, starts playing. Now. Or you can say no one has ever passed the level five or something like this is a challenge for them and a description. Let's see what can we write the description? Let's do legendary, legendary game. Angry Birds is back with harder. Harder with what can we say legend or birds is back with harder than ever. Harder than ever. Harder than ever sections or what should we say, guys? Harder than ever is it lets the sections download and see if we cannot fit it. Download now. All right, not bad. No one no one has ever passed the 19th section yet. Download. And give this a shot. Let's say Angry Birds is back. With Angry Birds is back with better than ever. Better than ever. We use a better than ever. I don't want to use better than the Angry Birds is back with never seen updates. Down flawed the AB. To be one of the first to play, or we cannot say play. Alright, perfect. 36. Google Ads App Campaign Setup Pt.2: We have three descriptions and we're going to add three images here. And they give, they will give you, once you connect to App some assets here. You can do this by Google Merchant Center. And again, we can use this stocks that already free stock images from Angry Birds. It will just connect it. Here. Bam, bam, bam, different versions. I'm happy with those, but you, you better like upload your stuff. In here in the videos. We have to use a video from the, from our YouTube channel, right? Mls. Imagine we uploaded the video here and then get that YouTube video URL. Let's go to my channel real quick. Let's come here. Let's say this is the ad. Like I'm playing the game or something. And of course, if there's a game that you have to have a YouTube channel for that game to promote YouTube App Campaigns, right? Then you to promote YouTube App Campaigns, right? So to do that, you're going to click yes, and then Search YouTube them. We're going to say Next, let's say we put this here. Let's look at the Advanced Options. And you can put the app your route, which is a deep link. As I said Guys, this deep link, I covered this. After they install. You can send them a link to send a page, people to a specific page in Europe after the install that deep link. Deep link is going to be crucial for you to track the accuracy of people who do certain actions on your website. So it is proven actually took doubled the accuracy of whatever you do on the campaign. And in this case, it is letting us review. So the language is giving us a few. Interestingly, Let's go down. And so we have one ad group here and we're using one theme. As I said, use want fame on the one ad group. So what do I mean by this guy? So let's say I'm using, let's say 1080 by, let's do there was this 500, 500, I think 500, 500 image that we'd like to use, for instance, right? In one of them, let's say they're using it creative like this. Angry Birds, let's say these were all paid. Interesting. Let's say wanted to put a text here. Angry Birds affects. Maybe I want to curve this little bit. Maybe I want to shut off this with, let's say white. Maybe it's turns out it's like a really, really bad creative, but you shouldn't run a creative like this. Let's go Angry Birds. And I'm just, I just want to show you what I mean by different themes. Alright. So let's say we have this type mosaic. Alright? Now we will make sense. Alright, now it will make sense guys. Let me just go back and create a new one. This. Alright? Now that will make sense. So in one case, let's say I'm using a creative type which is like this. So the image quality is really bad because I just downloaded it. It will be good when you do it. So let's say like this, no tax, nothing. You using bunch of this, these versions but 1080 by 1080 square or landscape image, banner image and your output bunch of them, right to your Google Ads in this section. So now I was checking for errors still loading and you will upload bunch of them this type. Then this will be sitting under one ad group and this video can be different. Ideally, it has to be different. So you go to Fiverr and find some guide to write, design your Ads. And then the next one that is sitting under another ad group has to be something like this. Maybe it's a different theme. You can see it's more of a lifestyle theme. So this one is background is removed. It's like they're on a plane backlog. No texts, nothing. But in this case, they're not in a plain background there, in a real-life environment. And there's a huge texts. So you will use bunch of these versions with texts. This case, this is a text and background theme and the other theme, Let's say this one. So over time, you will see which one is performing better than if the spot is performing better than the rest. If that one is performed, not, not performing way better, and you will have a better idea instead of chunking them both and use this, you use this in the same ad group. So in ad campaigns, App campaigns, you don't have much control, guys, that's the problem. Now, we don't have a specific audience targeting in App Campaigns. So since we have that problem How can we test or gain little bit more control in our advertisement is something like this. So you can use test different stuff or something like this. Let's say image with the background plus texts. Or you can do plane. Let's do a little bit Search. And we can do a little bit more cartoonish, right? So these are more cartoonish images. So you can maybe create something like, let's take this for instance. Let's do one example. Let's do cartoon. Let's see what we got. Let's use something like this. We take this and put it here. Or we use, let's say, brand new or just hardest updates to hardest Angry Birds game ever. So you can put something like this for instance. And you will test this against the other ones. Let's say if you put harder, like it's people, you want to create some sort of a challenge for the potential App in stores. And you put this here, it may be like put a little bit of background. Let's, let's try to put a little bit of a background. So by the way, if you want to work in an agency, you will probably have some people doing these stuff for you. Those are gonna be the creative people and you don't have to actually a person who runs the Ads, they usually don't do that stuff, right? So you probably going to have a person helping you with creation of those. And you can maybe do like this. Push it in the background position backwards. We want to use this. This will be shorter position backwards. Alright, so like this, it's not the best, but you have to spend a little bit time. This is not a design course, guys. That's why I'm not spending too much time on. So if you put something hardest, Angry Birds game ever, you blurred this, maybe, I don't know, affect, create an effect. Just change the color of this to read. Maybe, you know, totally up to you guys like you have to play around with this and see which one performs the best. And ideally you want to have the themes in different ad groups so you gain a little bit more control over what you are doing. So this is basically I Performance Max Campaign without targeting. So that's why your only option that you focus on is your feed plus your creative. So that's why guys, you have to be really, really careful. So it is, Let's, let's see if it's loading. Alright, so it is giving us at least two headlines are required at it sets required. So we don't put the Ads here, I think. And install volumes. I think we put that in what it did not show this five, as I said today, is it just removed all the creatives that we had. I think my Internet is just caught up cutting off. Then there's structure is going to be similar guys. So then you optimization will be a little bit different. So I will tell you how to optimize those campaigns in the first week, since this is all machine-learning. So we don't have a really little control over the App campaign types in this case. Since we have a really little campaign control, we just want to leave it as open as possible for the first week. We don't want to touch anything. So what you're going to adjust right there, There's no way you can adjust anything. You can adjust creative, but I suggest you don't touch the creative. The first month, first week, in the first week have different to themes, or maybe just start with one theme and then introduce the second theme hundred the same campaign. And as I said, don't try to create too much different campaign. Since this campaign type is really automated, we want to give more power to debts algorithm for it to learn. That's way, that way they work really well with higher budgets in wind Campaign. Since we cannot test audiences, we can only test creatives, how we can do it as you can test it in different separate campaigns. But as I said, this is a campaign type that we want to allocate them as much as possible on the right campaign. That way, we can actually see better results because this campaign type C's better performance with specifically a lot of lot of data. So they've broke out of data. So since we don't have the control to pick the right Targeting, they will allocate the data and they will try to deliver us the best results. Hope that was helpful guys. See you in the next one.