Welcome to the Google Ads training. In this video, you're gonna learn how to set up a
successful Google ads campaign. We're using the new ad manager, which is ads.google.com.
So all of this information and the how to and the screenshots you're going to follow
are extremely up to date. Huge shout out to Sean Maharaj who helped me put this all together.
Uh, this presentation and this training would not be available without his help. So thank
you very much, Sean. I really do appreciate it. And so do all of the members there. Um,
now one other mention here, we are going to set up Google's equivalent of a Facebook conversion
campaign. One of the reasons I personally love Facebook advertising is the ability to
leverage their machine learning on their users. Well, Google has built out a very similar
system and that's exactly what you're going to learn here today is to how to create a
conversion campaign in Google where Google will go find you the segments of your audience
that Google feels has the highest likelihood to convert.
Um, you can obviously adapt this for simple paper click or pay. If you want to generate
phone calls for a local business. There's a lot of adaptation you can do. And below
in the questions in this forum and in the threads here, you're able to ask your specific
questions. If you do have specific questions, Sean has said he's willing to, to help out
in that sense because he is the day in day out guy who works in this and I actually pay
him to run my Google ads. So moving right along, let's get into the big question of
who are Google ads for? I think one of the greatest uses for Google ads are for local
businesses. Um, plumbers, mechanics, Dui lawyers, any business where time is of the essence.
So a quick example for you. If you come home from your, at the theater and you come home
from a movie and you find out that your water heater exploded, what are you going to do?
What is normal user behavior in that situation? You pull the phone out of your pocket and
you Google emergency plumber or 24 hour plumber, right? You just straight go to Google and
whatever shows up first in Google is going to get that phone call. And that is what Google
ads can offer for local businesses. And that's what I mean by when time is of the essence,
right? Your car breaks down. What do you do? You go to Google and you look for a mechanic,
you get a Dui and don't get a Dui people, what do you do? You go look for the person
who can help. And this is really the shortcut to the first page. The other side is really
for niche physical products and local services. So solar panel installers, dual pane windows,
kitchen remodels, or really niche things like organic hemp tee shirts.
Uh, Google allows us to really target our audience members based on their awareness
level and how do we know what their awareness level is through the actual keyword phrases
phases with ads and make sure our messaging for our best products get in front of the
best possible audience. That's what Google does for us. So why do you want to run Google
ads? Again, it's the ultimate shortcut to get to the page one of the search engine results
for your most valuable keyword phrases. It will allow you to quickly drive traffic and
leads to a local business, whether that's your business or if you're offering local
marketing services. This can be a great compliment to SEO services because oftentimes you'll
find that SEO services can take three months to six months to start generating results,
but business owners and honestly humans in general, we're impatient creatures, right?
We like that instant gratification, so this is a way for you to get on and start to drive
leads quickly, get that phone ringing and get them the experience of wow, this new service
providers bringing in leads quick. I really like this. Quick side note, there's a lot
of hundred dollar coupons available for Google ads. For new customers. Google is very willing
to give $100 away for free for new customers. So if you are doing the local business services
kind of process, when you verify an new business through the Google my business process, which
is taught in the forums, uh, generally you'll get a $100 coupon, you can run for that client
right then and there. Um, back in the day we used to be able to buy a hundred dollar
coupon codes off of Fiverr for like five bucks, not 100% sure if that still works. You got
to read through the reviews and look through it, but there is a second hand market for
those as well.
Um, great way for you to really get some traction for a new client based on a coupon and you
could maybe get them onto a $300, which would be $10 a day kind of pay per click program
while you're also building out their SEO. So they get the instant gratification and
you get to look good and that's really key to keeping them long term. Okay. Nuff set
on that. But the real key is to allow you to target the keyword phrases with buying
intent. This is especially important if you're focused on ecommerce and physical products.
Um, we obviously mentioned the time is of the essence, but for phrases that have the
word buy, coupon shipping, installation deal, discount, affordable and best. These phrases
are usually buying phrases, which is the kind of phrases you want to get your ads out in
front of. So let's go some examples on the buying intent keyword examples.
So by hemp tee shirts online, a user who searches where to buy hemp tee shirts online is ready
to buy him tee shirts. They know what they want. And if you have hemp tee shirts and
you're not currently showing up on the first page of Google, these types of ads are your
fast track to getting that click hot tub with free installation. This is another local business
and you see the word free is in there. I'm also, the installation is one of those phrases
that says they're ready to get one of these put in best BMW mechanic in Tulsa. Somebody
who's for the best mechanic is probably has a car issue with their BMW. They probably
live in Tulsa and they're probably ready to pull the trigger on something. They're just
looking for the best. And if your ad shows up in your ad copy for your client, or if
you have that shop right, if your ad copy reinforces that idea, you have a high likelihood
of getting the click, getting the lead, and ultimately getting the customer.
Uh, affordable kitchen remodel is another one. And you'll notice like on the kitchen
remodel idea, some of these services can have 10, 20, 50, a hundred thousand dollars average
order value. So that's, that can beat some of the ranges that your clients are worth.
And if they're making 50 to $70,000 per new client, they will be more than willing to
spend hundreds upon hundreds of dollars in advertising. As long as they know they're
going to get a sale. Um, and the numbers work longterm. So before we get started, the following
guide assumes that you're gonna be able to track your conversions generated by Google
ads. Remember I said this is the equivalent of running a conversion based campaign in
Facebook and Facebook uses a pixel and custom conversion that we have to create. So Google,
we're actually using either conversions that we're tracking through goals and analytics,
which I'll show you the very basics of setting that up or you need to add a snippet of code
to the thank you page or to the um, your order is complete page and I'll show you kind of
the little bits and pieces.
So it's either a Google ads tracking script, Google analytics goals or UTM tracking parameters
in your links. I recommend using the Google analytics goals. Um, if you're comfortable
getting into the head, the head tag within your page and adding a little snippet of code,
little tracking code, setting up that Google ads tracking script is really easy too. So
the other thing is goo guide assumes is that you've done your keyword research, you know
what your most valuable keywords are. And honestly, I didn't write this out here, but
we're assuming that you have an offer that converts. You can test your offers with this
kind of traffic. But generally people who are getting into and running lots of Google
ads, they already know what their cost per lead is. They already know what their average
cost per new customer is. They have their margins dialed, they know what their conversion
rates are on their sales pages.
This is a way to amplify something that's already working. It can become an expensive
testing ground. Uh, you can test your, if you have a brand new funnel, you can test
it in Facebook versus Google based on this and see which one gives you a better cost
per lead. But ultimately you really need to know your KPIs. You really need to know the
numbers within your funnel. This is an advanced strategy. So let's kind of jump right in here.
So the first part is setting up the goals in analytics. So when you're in your analytics
account, you want to make sure that you're under the right website, right? I, I got my
main website here and down on the bottom left you've got the gear wheel where it says admin.
When you click on that, the screen expands and you get the goals. In the third column
on the right that I have circled.
So you click on goals and it'll take you into the next screen. Now I didn't show this one.
There's a big red button and it says new goals. So I didn't show that one. But click new goal
because that's obviously what you're doing here. Um, and then you just name the goal,
right? The goal description. I'm putting this as new lead, make it relevant. So if you have
six or seven goals that you create over time, a, you want to be able to identify what they
are on a list. So, so don't just use like today's date or anything, make it specific
to the action. If you have multiple different funnels, make sure you identify new lead from
a meditation funnel or whatever it is. And then you want to choose the destination option,
which is the little bubble under type. And then you click continue.
Now once you click continue, it brings you into the gold detail screen and you need to
enter the URL that the user will reach when that goal is achieved. Okay, so what this
means is if a user enters on your landing page that has an opt in, you want to enter
the URL of where they go after they opt in. Generally this is your one time offer page.
That's what should be displayed after your opt in. If you're running paid ads. So you
don't put the whole URL, you leave off the https, you leave out the www and your root
domain. Google already knows what that is because you've already configured your analytics
account. So you just want the Ford slash that comes after the.com or the dot, whatever your
top level domain is and then the actual page. So for this one it's forward slash your dash
success dash URL dash here and then the trailing slash just go grab that from the URL, right,
load the URL, see exactly how it loads.
If it has a trailing slash include it and you want the slash that comes after the.com
or the.org or whatever you're using. You don't need to add values, you don't really need
to add the funnel steps. This is enough right here. You can click save if you do have a
value, if this is an ecommerce purchase, if you're running a free plus shipping campaign
and this is the um, they've clicked on that first one to get your add to cart or they've
purchased and you do have a value, you obviously can enter that, but it's not required to move
forward. So next we want to link that so that sets up the actual goal inside of analytics.
And then we need to link your Google ads account and your analytics account and your goals.
So you now go over to ads.google.com if you don't have an account set up yet, you do need
to set that up.
But I'm assuming that you've got one set up. Once you're in on the top Nav, that gray bar
up top, it says tools. It's got that little wrench. You Click on the wrench and then a
big drop down under measurement. You have Google analytics, the Red Arrow is pointed
there now and when you click on that, it's going to actually launch you right back into
Google analytics. Um, down on the admin button back on the lower left corner. We are kind
of going in circles, but we need to do this in a specific order. So our ad account picks
up that. This is our analytics account. So again, we're clicking admin in the bottom
left corner. And then in the center column, this time you have the Google ads linking
option. Click on that and it's going to go ahead and bring us into create a new link
group.
So you want to click on that to set up the link group and then you want to select your
Google ads account and ultimately click continue. Now you need to put in a title and generally
you want to just use your website name as the title. Um, that's because what you're
linking is a website property from analytics with a website specific ad account. So that
should be enough to get it going. You want to turn on the all website data option. That's
the upper Arrow arrow. It's a set to off you. And to turn that on. So you send all the website
data, you check the box that says to enable data sharing. What you're doing is you're
essentially telling your analytics account that it's okay to share all of the data that
analytics gets over with your ad account. That's how your ad campaigns are going to
pick up on the conversion goals, right?
Because they're able to communicate with each other from you setting this up. So you checked
the box to enable data sharing and then you click the link accounts and that's it. Now
you have a come like connected and now they can talk to each other. They can communicate
with each other. So the goals that you have in analytics or able to get read by your ad
accounts. So when someone clicks on an ad and achieves a goal, Google's able to look
at the profile of that individual and go find more people like that can be amazing for your
conversions. Uh, which is a good thing. So on this screen, just click done and you are
up and running. Next we're going to go ahead and set up a conversion action inside of Google
ads. So from ads.google.com you click on the tools again, the gear wrench up top and you
click conversions.
Then once the conversion actions page open, you want to click the little floating plus
icon, uh, moves on where it is on your screen depending on what your, uh, screen sizes,
but you look for the little plus bubble is just kind of floating on its own and that's
how you get in to create a new action. So here's where we're defining the actual action
that we want to leverage to optimize our campaigns. Okay. So if you want to use a website based
where you're going to go install the code, you're going to take the snippet from Google
and you're good to go put it in the head. Then you want to use the website option to
track your new conversion. If you want to use a goal that you just set up, if you follow
that process. And you set up the goal to your Oto and you just want to use that.
You want to choose the import a goal from analytics option. So the easiest way at this
point if you followed along is just choose import. But if you're running like e commerce,
um, and if you want to track the sales and the revenue within adwords itself, or if you
don't have analytics up and running and you just kind of been watching and bypassing and
you've just been waiting for this moment, you can click the website option and you just
get a snippet that you need to install. I'm not going to show you how to do that because
it's different on every system, whether you're using thrives or clickfunnels or Kajabi or
whatever you're on, you need to be able to import that or input that tracking coat. But
all of the systems have a way to do it. It's just different in every single one.
For the rest of this kind of variant that we're going to do here, we're basing it off
of importing that Google analytics goal that we created. So we clicked the import and this
is the screen. Then we choose the option. Now if you see at the bottom, that's actually
the goal I just set up was the new lead we set up previously. So you just select the
goal that you want to import. I recommend going with one of these, right? We want to
really keep your ad account focus. We want to keep Google focus on one goal. We're going
to make some tweaks to this here in in the future, but for right now you want to select
on the new lead option and that's it. You've imported the goal and you click done to go
right back to your conversion actions page. Now it's going to list all of your goals that
you have imported on the conversion action page.
Most of mine are blurred out right now, but you can see down at the bottom that's the
new lead one. Yours is probably if you're new, just going to show one line and it's
easier to find. Um, so you want to go ahead and choose that option to open the details
and then you click edit settings. Now inside of here, these are the settings within the
ads manager of the goal. We created an analytics, right? We're refining it because in analytics
it's just very simple. It's like this is the URL. That's it, right? It's worth a dollar
or I didn't even put a monetary unit on it. So we need to give it a little bit more information.
So on the top where it's highlighted on this, you want to select the category and you want
to actually choose the appropriate category. Since I do all lead generation, I'm choosing
lead.
If you have a different goal, you would obviously choose the appropriate category that's equivalent
to what you're doing. Then some of the optional items that you can change is the count option.
Now if you notice, this is down below, I'm the Google analytics type. It says count and
we have one conversion chosen. That's because I only want Google to track one lead to go
through. But if you have the type of business where a user might come back and purchase
multiple times, um, and maybe take the same action over and over and that makes sense
for your business, you can set that to track multiple goals being achieved. Um, but for
me that would be generally erroneous because I want somebody to opt in once and then they
should be on to the next step, which is why I have it set to one conversion here.
Um, it's a function of your business or your client's business model. Next one is conversion
window. How long do you want to track for after that original click? How long do you
want to give Google? The ability to essentially say that sale came from us. So I think the
default is 30. You could set it to whatever you want. You can set it to seven days. If
you want a seven day window, you can leave it at default if you'd like. It's not a big
deal. But generally speaking, if you know you have a longer sales process, you can extend
that out. Um, if you know you have a short sales process, if you're like people should
be clicking and buying within a day, you can bring that back to narrow it down to keep
it really focused. But once those edits are complete, you just click done. And now our
whole conversion set up, that whole mechanism that's going to really identify the type of
individuals within an audience that are taking the action you want and then go bring you
more people like that. That's all done, which is really powerful to get you to be able to
leverage the AI essentially that runs the Google ads platform and algorithm for your
businesses benefit or for your clients' businesses benefit. Um, the other thing this is gonna
allow us to do is
great really kind of a hands off type campaign. It's going to optimize itself over time, which
is, which is really the best way to go cause you don't want to spend a lot of time fiddling
inside of the ad manager. Now we're moving on to creating your first ad. So we go right
back to the main [email protected] and this is the new look here on the new campaign.
And again, we've got our little floating bubble, that blue bubble with the plus symbol in it.
You simply, uh, after you click on campaigns, it'll show that up and you can click the plus
in order to get access to creating the new campaign there. Now when you're inside of
the campaign, you want to click on the search option because we really want to show our
ads based on keyword relevant searches. That's the whole goal of this right away. Um, you
definitely can run Google's display network at some point if you'd like. That totally
works. Um, but it's best to separate those out and create those as separate ad sets.
Um, you want to track them completely differently. And I highly, highly, highly recommend that
you focus on the keyword search because with keywords you have the ability to identify
a level of user intent based on the words that they're searching. Whereas on the display
network, you're just kind of putting image ads on other people's websites.
And, and there's a lot more variables. It's an even more difficult game to play per se.
So let's start on the search here and get one going there. Now you want to choose the
option that best describes your goal. So again, everything I do is lead Gen, right? I'm growing
my list. That's how I roll. So I want to choose the leads option here. Um, and I really think
if you're, if you're growing an audience and if you're going traffic for a local business,
they want more leads, right? Some of them want those walk in those, the, the people
that show up with their, they're broke down BMW to get dropped off. But most of the time
you're going to want to generate a lead for that individual first. So here you can see
that I've chosen the website visits and all you do when you choose website visits as the
big step is you want to put in the landing page URL they're going to go to after they
click on your ad.
Now you notice there is a phone calls option down below. So there is a way, if you're running
this for small businesses to track the different number of phone calls that you're generating
for them. So if you're doing the kitchen remodeling ads, if you're advertising for that plumber
who's on call 24 seven, for those freak accidents on you actually can advertise straight to
a phone number. And really you just want to think about the user behavior when, when is
a user going to call? Um, obviously for my business, you're never going to call me, right?
You're never going to call my wife to get our free meditation and to, to check out our
business models. So this yet again is a function of the business model itself. So click on
the one that's most appropriate for us. We're going website visits, we're putting in the
landing page URL, and then we click continue.
Now you want to give a descriptive name. You may end up setting up many different campaigns.
So please use descriptive names. Just just get yourself a naming convention from the
Gecko. It's gonna make your life easier when you're looking at the reporting on the other
side. D select. Uncheck the option for Google display network. Google wants you to spend
as much money as they can get out of you right away. This whole training is designed to help
you hyper focus your budget on the aspects of their ads platform that have the highest
likelihood of bringing you the top quality people, which is why we deselect the display
network. Um, and again, if you want to do that, you can just do it in a totally separate
campaign track at 100% separately. So you know which essentially which variant, right?
The display network or the search network, which one's giving you the best KPIs.
And that's how you know where to put your ad money is where it gives you the best deal.
If you clump it all together, Google is going to spend your money away faster and you're
not really gonna know exactly what the best option is. So this essentially we're just
going down this screen for you is just going to be scrolling down. It's a really long page.
We're just taking it in sections here through these screenshots. Um, the next one is locations.
Where are you choosing? So it starts at the top bubble here is like the whole world, right?
Which is a very dangerous bubble to choose. Again, Google would love to spend as much
of your money as they possibly can. This ad platform is a huge revenue resource for the
alphabet company, so you can then go down to the u s and Canada. You can focus down
to the u s or the bubble we have selected here is to enter another location.
So if you're doing a local business, which is the rest of this ad, we're going to kind
of tailor towards a local business. You can type in the different county, you can get
down really actually quite specific and you could see the potential reach over on the
right side so you can add up as much as you want. You can narrow it down as much as you
want. You can essentially think logically, you know what is the potential radius of finding
new clients. If you're the only BMW mechanic specialist in, in a larger metropolitan area,
you could expand it out. Or if there's people all over the place and you service a specific
neighborhood, you want to obviously zero in and focus it in. Um, again, a function of
the business itself. So if you are doing the specific location, choose enter another location
and select the city or the region you want to target.
That way you're really focusing in on the people who actually have the highest likelihood
of showing up or calling for that remodel a bid on their job, et cetera. Um, the easiest
now, oh, excuse me, so we're switching into budget. That's the next one down. So once
we get the budget, you just need to know how much you're going to be able to spend. And
it's like, well, what am I going to spend? Right? And the best option is to just come
up with a monthly budget that the client or you are willing to spend and divide that by
30. And Google is actually really good at spending your money equally throughout the
day, uh, to get worn and clicks, afternoon clicks. We're going to make sure that's all
set up for you here. Um, so again, take the monthly budget just divided by 30, and that's
a great point.
If you're just running and testing ads for your funnel or for some that you're going
$10 a day as a good starting point. Um, I do recommend more per day here than Facebook.
We do the $5 campaign, but ultimately in Facebook we're running $5 through a lot of different
ad sets. Here you've kind of clustered it together. So 10 bucks a day is a great starting
point to start testing. You'll get good data relatively quickly and you could change it
so easily. The delivery method, you want to leave the same standard delivery is absolutely
the best option because again, that's what spreads out your budget throughout the entire
day. If you set it to accelerate, it could dump your whole budget by like 9:00 AM a which
you want to make sure that people who are on lunch break, people who come home from
work, I like all aspects of the day.
See your ad and again, this is all changeable later. It's easy to change. You just go in
and tweak it, crank it up, or turn it down as needed as you move forward. So on bidding,
you want to really keep it focused on conversions and that's what we're building here. We've
talked about, I've mentioned over and over again, so you want to leave it focused on
conversions because Google's going to optimize your budget to drive the most conversions
with the budget that you have. So Google's learning phase, they need a minimum of 15
conversions in a 30 day period. This is way smaller than what Facebook requires. Facebook
requires 50 in a seven day window. So you actually have the ability to kind of seed
Google's algorithm with less data. And theoretically Google is going to bring you as high of qualified
targets with even less seed points with even less data points on your best users.
So that means if you're selling a high ticket physical product, this is a great way to let
their AI, their machine learning work for you. Um, if you're even generating leads for
kind of a high dollar business, right? The, the kitchen remodel, you're probably going
to generate a lot less leads than a for something small for, for like what I can do with the
meditations and stuff, right? Like I'm gonna be able to generate a whole lot more leads
because I have a bigger audience. But knowing that even with only 15 conversion, 15 leads
in a month, Google is constantly getting smarter and smarter about the profile of that individual
who becomes a lead for your client. This is the set it and forget it. Beginner approach.
I mentioned that earlier. Um, you really do need to let this campaign run for at least
30 days to gather all the necessary data.
So when we mentioned on the earlier screen about the bidding, you really do want to make
sure you're ready for a one month run on this. So if you're doing 10 bucks a day, just make
sure you're good with 300 bucks over the course of the month to get that done. Then if you
want to go into the advanced area, it's possible, but it's going to take more keeping an eye
on things I recommend you only go down this path after you've been running the standard
ones we've just talked about for a while. If you're brand new, ignore this. But if you've
been around and you're like, I want the best of the best opportunity, it really is combining
the, the manual cost per click with the enhanced cost per click.
It gives you the most control over your campaigns, but again, it takes a little bit more time
keeping an eye on things. You can set a maximum cost per click and that's what you're willing
to essentially pay for each keyword that you're bidding on. Um, so to do this, you want to
select the bid strategy directly link. And then once you're in here, there's a dropdown
that's circled right now. So inside of this drop down, you want to leave enhanced CPC
option check below and you want to choose the manual CPC. And what this is going to
do is it's going to give Google the ability to spend a little bit more than what your
maximum is when it thinks a user has a high likelihood of converting. So when you've seeded
their machine learning and their AI with enough data points on who your best customers or
who your best leads are at that point, Google might look at your ad and think, okay, you
have a 25 cent max bid set, but this person who just searched and this all happens in
the blink of an eye, it's absolutely insane.
If you really think about how quick and how um, much computing power this takes, but so
that user searches and Google thinks they're a 45 cent click, not a 25 cent click, but
they have an extremely high likelihood of being that exact person you're looking for
in that exact moment. With this set, Google will actually expand your bid. It will charge
you more to get your ad in front of that person based on the likelihood that they will convert
for you. But again, you need to closely monitor your campaign because it gives you this hybrid
approach where manual bidding, you're still in control, the manual bidding. But it also
lets Google is kind of smart bidding and their AI and the machine learning work for you.
Um, but again, if you get a lot of early leads, excuse me, if you get a lot of early clicks
from this type of a person, it could absorb your budget really quickly.
And that's the challenge and that's why you need to keep an eye on it. So no, there's,
there are two strategies. This is the advanced one. Choose the one that's best for you at
this point in time. Now we're at the ad extensions. Um, just a quick note this, this goes a little
beyond the ad extensions, but it encompasses the reason why you want to use this. Any opportunity
you get to obtain more real estate with your advertisements, seize the day and my friend
go for it. This is why I recommend running long copy ads on Facebook. This is why we
add add extensions here inside of Google. It allows you to add extra little snippets.
They don't always display, they sometimes display on certain devices and not others.
You want to always configure these so you could take up as much room and get as much
real estate as you can.
The click costs you the same amount, but when you have more real estate on that screen,
it increases your likelihood of getting that click through. So these are secondary links.
They can be added to your ads. They're going to show right below your ads. And I think
Google even says right there, uh, you can get up to a 15% higher click through rate.
Magic happens when you take up more real estate. So these can be really helpful for lead Gen
because you can actually directly link people to specific forms. Um, or you can include
certain information like promo codes, phone numbers, uh, your, your actual physical address
if that is relevant to the user. Um, anything that gets the user when they're looking at
their options on that search engine results page to think, oh, this one's for me. Whether
it's, oh, they're right around the corner.
That's the perfect plumber to go for or whether it's uh, the phone number and they want to
call you because that's the type of person or whether you sneak a promo code in there,
making them think, ah, I'm gonna get a good deal on my first BMW mechanic repair cause
I got a Promo Code here, right? BMW 100 type thing. Uh, that whatever it takes to get the
click, this is one of your opportunities to get a little more inside of that click. So
when you click the new site link extension, it opens you to this screen. You want to add
your site link text and then you want to add the descriptions. Um, that sitelink text is
the text. I pretty much always a appears below the add. The descriptions will only show in
a handful of instances, but, but you want to include them also.
And then the final URL is the landing page URL for your ad. That's where they're actually
going to end up. Um, you need to create at least two site links for your ad before they're
going to display them. So don't just put in one, make sure you put in two of them. Um,
Google needs to have them in order to start displaying them. And then once your site links
are complete, you can add additional extensions. If you want, just click the add extension
link. Uh, you can use this feature to add like your phone number of physical address
or a specific promotion. Um, once you get them all added and you're, you're all sorted,
you just click save and continue and then we move on to keywords and the keywords are
kind of the, the magic that makes Google work, right? Like we're all searching based on keywords
and yeah, user search behavior with voices changing, but ultimately their algorithm and
their whole ad platforms still runs on keywords.
You're going to learn some advanced tricks here, but ultimately we want you to get all
of the keywords that you want to target in on. This ad is really important to make sure
you get those all dialed in. Now if you are needing to make sure a specific word is included,
such as kitchen, you add a plus sign before that word. And it will give you all other
variations, but it will require them to have the word kitchen in it. So when it says local,
like the one the arrows pointing to right there, local plus kitchen renovation, um,
it could include other words or variations, but it must have kitchen. So if you don't
do, if they don't do bathrooms and someone searches bathrooms, it will never show that
ad. It's one of those ways to make sure you're focused on the exact best person searching
for what you want.
We go a little deeper on that here. So using it, it's called a modified broad match. So
it allows Google to show your ads for similar terms. But the word kitchen must be in the
terms because Google is Google knows, you know they got the Lsi, the linguistics, semantic
indexing. Google understands the different kinds of phrases like um, countertop remodeling.
Get Google would understand that that's a kitchen relevant thing. But if it doesn't
have the word kitchen in it and you have the plus, right? That's how you distinguish. And
we want to limit Google. We want to give Google some good parameters. So they can bring us
lots of relevant people, but we also need a limit Google. So it doesn't bring us irrelevant
people on this. Um, so without including the plus sign, it's, it is true that Google could
bring people back from home remodel, bathroom renovation, make over or even as crazy as
graphics design.
And you might be like, well, how's that possible? Trust me, it's possible with the billions
and billions and billions of searches per day that Google gets a, there is an error
rate and the more display as you get, the more crazy stuff that can happen. So really
use that. Plus if it's a BMW mechanic only and they only work on BMW, make sure you get
that. Plus in there, if their BMW, Audi right and they do all the big German cars, then
you can set those up on separate lines using that plus to identify it, um, to make sure
that when a Toyota mechanic gets search, they're not showing up because they don't actually
work on Toyota's really important for you to get that dialed for your, for your clients.
That that really is kind of the bulk of the job. So advanced tip number one here is to
use phrase match.
So if you actually add your quote in that box in quotations, then your ad will only
show up if a user search includes the keywords as they are exactly entered, right? So what
this means is if you put kitchen remodel inside of quotation marks, if a user searches for
kitchen remodel estimate, you're going to show up because it has kitchen remodel in
it. So it takes all variations outs that are outside of the quotation marks, but it requires
what's in the quotation marks to be exactly as you set it up. That also means that if
a user searches for an estimate to remodel a kitchen, you will not show up because it
doesn't say kitchen remodel in the exact order. So this is a way for you to again focus Google
in. Then number two is exact match. You add brackets around your keywords and then your
ads will only appear if a user searches for the exact words, right?
So now we've eliminated those variations and it's only the exact words. So if you put bracket,
kitchen renovation, closed bracket, your ad is only gonna show if they search those exact
words. So kitchen renovation tips will not trigger your ads because it is not an exact
match. So you use this when you know beyond a shadow of a doubt that you have nine extremely
valuable keyword phrases and that's all you want to show up for. Um, it will target misspellings
and seeing other forms and plural forms and acronyms and all that stuff. So, so there
is a little bit of intelligence behind it. It is not the most rigid thing, but it is
probably one of the, uh, most impacting ways to narrow down the audience and narrow down
the focus based on the exact specific keyword phrases. The more specific you are and what
you're looking for, the more specific Google can be and who they bring you.
You just gotta make sure you got your research right for that. So in this next screen here,
if you chose, or in the same screen if you chose for manual cost per click, if you're
doing that advanced bidding option, you're going to see a section where you're able to
enter the, the maximum you want to pay. So generally you want to go with what Google
recommends off the bat. You can adjust this up or down in the coming days and weeks. Uh,
this is why I don't recommend this strategy. If you're brand new, uh, let Google manage
all that for you. But if you want to be a little bit more hands on, you want to work
with this and you want to give Google a little more control. Just I do think starting right
around where Google keyword planner is estimating is a great starting point for you there.
Then we just need to get our ad going and we want to set up two ads to get going. I'll
explain why here in a minute. But uh, you just click the new ad button at this point
to really target an ad on those terms. We just set up based on the campaign we set up
before that based on the goal we set up before that. Now your ads pretty much broken down
into a number of different sections. It's got the little display for you on the right
so you can see exactly what you're working with and how it works. Uh, the final URL is
the landing page the user is going to be taken to when they click the ad. So just enter your
actual URL, they're going to go to there. If you can shorten these down, that actually
helps out a lot to make it really reader-friendly remember your users are able to see these
URLs, so, um, you don't want like aggressive sales pitch to be the URL, right?
Like you want it to be something that's very a human and user reader friendly in that situation.
There are now three headlines you can include. It's best to to craft them in a way that they
can stand alone because it depends on the device and it depends on, on where and how
they're showing. They might not always show right. [inaudible] number three might not
always show. So ultimately you really want to make sure that your headlines are able
to stand on their own or they're able to work with each other. And you do want to include
all three. Try to incorporate your keywords into the display path to make your ads appear
even more relevant. When the actual keyword phrase that searched on Google appears anywhere
on that search results page, including that display path, it's gonna get bolded. And that's
it. One of those little tricks for you to be able to get that attention from the user.
Because when they see that extra little bit of bolding, because you've got that keyword
in the right places and that's the exact same keyword they searched and you're sitting right
there on top of everyone else, increases likelihood that you're going to get the click, which
is ultimately the goal. Your description should be relevant to your keywords. Um, it again,
relevance is everything in both the search engine world, in, in their algorithm, the
way that works, but also for the users themselves. You want, they want to see relevance every
time. Um, if you sell pet products and they're searching for cat food and you're talking
about pet food, like that is not as relevant as cat food could be. I would break everything
out. I would isolate the ads and the keywords to make sure that people search for cat food,
see ads about cat food and people searching for dog foods and people searching for Chinchilla
foods see their ads for their Chinchilla foods. Because those humans, when they're searching,
they want to have that moment, right? It's, it's the WII FM, what's in it for me? They're
thinking, what is this relevant to me? And if you don't exactly reflect that, which they
just searched on the search engine that they're used to giving them, you know, their, their
behavior experience with Google is that it gives them what they look for. They're not
going to click. But if they see that you give them exactly what they're asking for,
the likelihood of them clicking goes up.
And the descriptions, you know, this is, this is basic advertising. Write your descriptions
work best when they referenced the problem, right? And then they essentially promised
the solution. So anytime you can go from problem to solution in a short ad, you really have
yourself heads and tails, leaps and bounds above the rest. Um, benefits are also very,
you know, if you've got a little extra space and you could sneak in a benefit that, that
little transition phrase of so you can, um, you know, the, the best BMW mechanic in town,
so you can rest easy. Your car's in good hands that the, the really, that that next level
of benefit can be derived from adding the phrase. So you can, but you're limited by
characters here. Problem Solution is by far the best. And again, we're going to set up
a couple of ads here to, to run a split test out of the gates. Um, so know that you've
got another option here that you're gonna be able to work with in a second.
Yeah.
So that's it. Once you get that ad set up and submit, your ad is created, your campaign
is complete, it goes into a review queue. They actually review it. If everything looks
good. Um, if your page has the, you know, the terms of service and you're, you're a
Google friendly landing page, right? You've got everything that you need to, to be a qualified
advertiser and you're, your copy isn't, I'm ridiculous, right? You're not, you're not
promoting something that's against their terms of service. Uh, your ad should be approved
within a few hours, up and running. And at this point we want to go back in and set up
at least one more add to test against. Now, if you're running the $10 a day and that's
what you're running, I think two ads is a really good number. If you're running a higher
budget than that, you'll definitely have more ability to run more traffic to these split
tests.
But you don't want to put in too many split tests to where you don't get good enough data.
You gotta remember statistical significance is important. So when you're back on this
screen, all you really need to do is click on the campaign and then you click on the
ad group that you just created and you want to click on ads and extensions and you click
that little floating plus bubble and that'll bring you in to set up a new ad. Again, you
want to do two ads until you can gauge how many impressions you're going receiving. You
don't want to spread your, your data too thin. Uh, you, I would love to see you receiving
a thousand clicks each to the ad sets within a relatively short period of time, you know,
within seven days. Um, what is the cost of that? We don't know.
Your, your keywords are different than Mikey. Words are different than the next guy's keywords
are different than the kitchen remodel in Vallejo people, right? Or Napa. Um, so you
just keep an eye on it and you can always change your budget. You can always add more
split tests on at a later date. If you, if you ended up getting a 3000 clicks within
two days on, on both those ads, you, you are very prime to run a few other split test ads.
If you find that you've got 200 clicks over the course of a week, um, you know, just be
patient and if you ran for ads to get that, uh, then then trim it down to two. That's
it. You at this point have a full up and running campaign inside of the new Google ads platform.
This campaign is going to display for the specific keyword phrases that you focused
it on.
It's going to optimize itself based on the goals that you kind of prepopulated that campaign
with. So what you're able to do with this is you're able to tap into one of the most
complex and impressive machine learning and AI systems our world has ever seen and you're
able to leverage that technology by seeding it with at least 15 conversions every month,
which is really easy to do. If you're focused on the lead level, then Google's going to
build the profile of who your best customers are and they are going to know what those
people search. They're going to know what those people read in their Gmail account.
They're going to know what those people browse on their chrome browser. I could go on and
on, but it's gonna make you feel weird about how much we are tracked and we are and that
is true and you as an advertiser can leverage that.
And when Google finds out that people who often opt into your thing also look at these
websites and they, they're subscribed to these newsletters and they see somebody with those
kind of um, identifiers attached to their pixel are attached to their logged in g mail
account. They're going to show your ad more often and you're going to get more conversions
because Google will be able to find the best people for you. I think this is a great, great,
great traffic source. I'm so thankful that we've got this turned on in my business. It's
definitely driving leads is definitely driving sales in, in Melanie and my main business.
Um, it is yet another place for us to expand our reach, which is always something that
we want to do. This is how we are reinvesting back in our business. I recommend you do this
as well.
And final note, if you are running these for clients, I really recommend making sure your
clients are set up on the Google my business program. I've got a little training inside
of the local business section in the forums. Go through that process for your clients.
You'll get a postcard, fill out that postcard and verify them. And generally speaking, you
will get a hundred dollar gift card. It'll either be mailed to the client directly or
they'll show up with email to the email address that just verified that account. Um, they
want you to become an advertiser when they know that you are a representative, a local
business, or even if it's just a local business themselves, they are going to try to incentivize
them to run the ads. And this is a way you can get some traction for them. They can start
to get clicks, they can start to get leads from the search engines without much expense,
right?
All they have to pay is your time to get this up and running and you get the experience
inside of the ads platform. It's really quite powerful setup. I thank you very much. If
you have any questions, again, reply below this video. If you want to start your own
thread, if you're actively in this process and you've already got a bunch of stuff going
on and you want to share a couple of screenshots and ask a question that super specific, feel
free to start your own thread inside of this form as well. I'm happy to help out. And again,
Shawn is also happy to help out and he's my guy. He's really smart with this. Not only
does he run it for us, I mean he runs this for a one and a half, $2 million a year, um,
ecommerce business and that's what he's done for, for years and years and years.
A fun fact. Sean was like one of my last bosses actually. He's, uh, he's my age and I'm just
really cool guy. Really, really helpful, really, really intelligent on this. I'm a true professional.
I thank you very much for your time. I hope you've enjoyed this video. And again, get
out of us in the comments. Let us know what you thought below this video and if you have
any questions, start a thread, start a post, ask your question away and we'll help you
out as best we can. A Happy Clicks, happy conversions, and let's make the most out of
this new Facebook ads. Or excuse me, this Google ads platform. Cheers. Catch you on
the next training.
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