Hey there, Benjamin from Loves Data
here! Welcome to my Google Ads tutorial! In this video, I'm going to show you how to get
up and running with a new Google Ads campaign. You will learn how to get the most
out of your campaign by applying best practices used by some of the most
successful advertisers using Google Ads. We're going to walk-through all of the steps
you'll need to take from start to finish. And I'll also share extra tips to help you
maximize the results from your advertising spend. This is one of my longer tutorials because there's
lots to cover, so feel free to pause the video as you're setting up your own account. You can find
links in the description that let you jump to the different topics we're about to cover. And if
you have any questions while you're watching the tutorial, then please post them in the comments
below. I'll do my best to answer as many questions as I can and help you with Google Ads. Okay,
let's start by looking at how Google Ads works. Let's head to Google... And I'm going
to search for 'fitness class online'... We're now looking at the search results. At the
top of the search results we can see some ads... These are from advertisers promoting their
offering using Google Ads. So when you create your Google Ads campaign in a moment, you will also
have the opportunity to show your ads on Google search results. At this stage, I want you to be
thinking about the keyword that we searched for, so 'fitness class online' for this example.
And then I want you to think about how well each of these ads relate to the keyword.
Do they closely relate? Are they relevant? Or not? If we click on one of these ads we will
then be taken to the advertisers' landing page. This should closely relate to the ad
and to the keyword that we searched for. So as you begin advertising, I want you to
think about these three elements for your own campaign - the keyword, the ad, and the landing
page. The better the relationship between these three elements, the better the performance of
your campaigns. Now, the way Google Ads works is that advertisers compete to be displayed in
the paid results as people are searching. There are a number of factors that Google uses to
determine where the different advertisers are placed in these paid results. This includes a
quality component, so the relationship between the elements we've touched on. And the amount
each advertiser is willing to pay for a click. And as we set up our campaign in a moment, we
will cover important settings and recommendations you can use to get the best results from your ads.
Okay, now that we've covered important foundations for your campaign and how Google Ads works,
it's time to set up your Google Ads account. To create our account we start by heading to
ads.google.com... And let's click 'Get Started'... You will need to log into your Google account to
create your new Google Ads account and campaign. This could be your Gmail address, your Google
Workspace address, or the login you use for Google. For the login I've used, I already have
access to a couple of Google Ads accounts. If you are advertising different businesses, then you
should create separate accounts for each business, just like I have separate accounts. If you're
just getting started for the first time, you won't see this step. You'll actually
skip straight to the next step, but since I do have other Google Ads accounts, I'm going
to select the option to create a new account... The first thing we're asked to do is select the
main goal (or objective) for our new campaign. Depending on the selection you make, Google Ads
will guide your setup experience. For example, if we select the option to get more visits to our
physical location, then Google Ads will recommend settings that are designed to help you achieve
that objective. However, I'm assuming that you're here to learn how to manage your own campaigns
with a hands-on approach. I'm guessing you want to be in control of how your advertising budget
is spent, so instead of letting Google Ads make important decisions for our campaign, we're going
to use the option to switch the account to expert mode. This puts you in control. So I want you to
go ahead and click the link that says 'Switch to Expert Mode'... This might be a bit daunting
if you're just getting started because it will mean that you can control all of the different
settings and configuration options in Google Ads, but I promise, this is a good thing. It will
mean you have more control over how your budget is spent. Okay, so we're presented with some
more options... We're again asked to choose a goal (or objective) for our campaign. We can
choose from 'Sales', 'Leads', 'Website Traffic', and more... Again, if you want Google Ads to help
guide you through the setup of your campaign, this time in expert mode, you can select one
of these options. But I want you to choose the opinion on the bottom right, which lets
you create your campaign without guidance... Choosing this option, means you can choose
the type of campaign you want to create. We can create a search campaign... This lets you
place your ads on the search results on Google. We can create a display campaign... Which lets you
show your ads on thousands of different content sites. For example, if you wanted people to see
your ad as they were reading a news article, checking the weather forecast, or
reading a blog, then you could create a display campaign. These are the two most common
types of campaigns people create in Google Ads. Apart from search and display campaigns, you
can also create video campaigns to promote your videos, app campaigns to promote your app,
smart campaigns which are automated campaigns, shopping campaigns to promote your products, local
campaigns and discovery campaigns. Today we're going to create a search campaign. This is the
type of campaign I recommend you create if you're getting started with Google Ads. It's also the
type of campaign most likely to drive conversions. This is because a search campaign shows your ads
as people are actively looking for something. They're on Google and they're searching for
an answer. They might be searching to make a purchase, find directions, or looking for the
latest sports results. The benefit of a search campaign is that we can target our ads to people
who are actively searching for something relating to our product or service. And that's why I
always recommend starting with a search campaign. So let's select 'Search'... Again, we're asked
to select our objectives for the campaign, but I want you to skip these
and click 'Continue'... First we need to name our campaign. Now you might
be wondering, 'what is a campaign in Google Ads anyway?' Well, a campaign in Google Ads is like a
folder. It's a way to keep things organized inside your account. For example, imagine you have a
website that sells digital cameras. You might have one campaign to advertise the Sony cameras
you stock, and another campaign to advertise Canon cameras. So campaigns provide structure
which we will talk about later in this tutorial, and they're also really useful when it comes to
reporting and optimization. For now, I want you to think about your most important product or
service. I recommend advertising something that is already working for you. So anything that is
already resulting in sales, leads, or conversions. This is what you should advertise first. I'm going
to promote my Google Analytics Glossary with my new campaign, so I'm going to name my campaign
'Search GA Glossary'... I like to include the type of campaign at the start of the name. I find
this makes things easier when managing different types of campaigns in Google Ads. The next
thing I want you to do is go ahead and deselect 'Include Google Search Partners'... And
deselect 'Include Google Display Network'... By deselecting Google Search Partners, your ads
will only be shown on Google search results. And I always recommend deselecting Google
Display Network for a search campaign, since it's much better to create a separate display
campaign if you want to run ads on content sites. By adjusting those two options, your campaign
will be more targeted. Next, there is an option to 'Show More Settings'... There are options here
to set a start and end date for your campaign. So if you're creating a campaign that you
only want to run for a certain amount of time, like for a holiday or for a seasonal campaign,
then you could choose a start and end date. I want to highlight that the only time you can
choose a start date for your campaign is as you're setting it up. After you've created the campaign,
you won't be able to change the start date. However, you always have the option of adjusting
the end date. Most people don't need to use the 'Campaign URL Options', so we're going to skip
this. And we're also going to skip the 'Dynamic Search Ads Settings'... The final option is to
set an 'Ad Schedule', this lets you turn your ads on and off on particular days of the week
and particular hours of the day. I suggest leaving this for now, unless you have a specific
need to turn your ads on and off. For example, if you're an emergency locksmith and you only want
your ads to show after regular business hours. I'm going to skip all of these options for
my campaign. Now we need to choose where our ads are going to be seen. This will be the
geographic location of our target audience. We can see that because I'm in Australia,
Google Ads is suggesting I target Australia. For my Google Analytics Glossary that I'm going
to be advertising, I might want to target my ads to all countries. So I could select
'All Countries and States/Territories'. However, I wouldn't recommend selecting
this option as you launch your new campaign. This is because by targeting all countries, you
would be getting the most coverage for your ads, but it will also mean that you are going to spend
your advertising budget very, very quickly. So what I want you to do is take a moment to think
about where your existing audience is located. Where are your highly engaged audience members
located? Where are your prospects? And where are your current customers? Are they located near
your business? Are they located in your country? Are they in a different country? Think about
where you're already getting sales or leads from, for your target audience. By focusing on locations
that are already resulting in conversions, you're more likely to see similar
results from your Google Ads campaigns. Then you want to balance your targeting so that
you're being fairly precise, without being too narrow with the locations you choose. For example,
if all of your existing conversions are from the city where your business is located, then you
should start with this as your location target. Or if conversions come from all over the country
where you are located, but most come from an individual state or territory, then focus on that
area first. The main thing to remember is that even if your product or service can be provided
anywhere in the world, having a large geographic target will mean your advertising budget will
quickly disappear. And you might not achieve the results you're hoping for. For my campaign, I'm
going to target my ads to Sydney and Melbourne... We can also control how location targeting
works by selecting 'Location Options'... These options are generally more
important for localized offerings, like hotels, restaurants, and businesses that
only serve customers in a specific location. In most cases the defaults are fine, but to
be a little more precise with our targeting, let's change targeting to 'Presence: People
in or regularly in your targeted locations'. This means people will need to be
located in the locations we're targeting. While the default means that people could be
located in or interested in the location. Okay, so just remember that when it comes to choosing your
location target for your campaign, you want to be fairly precise, but not too precise. If you're too
granular with your targeting, like if you target a zip or postal code or a very precise location,
then your ads might not be seen by many people. Next, we can set the language targeting
for the campaign. I recommend setting the language that your ads are going to be written
in, so I'm going to leave this set as English. We then have 'Audience Segments'. This lets you
add advanced targeting options for your campaign. For example, you can target your ads to people
if they've already been to your website using remarketing, or you could target ads to people
who are interested in particular topics. Since we're just getting started, I suggest
leaving these for now. You can always adjust your audience targeting after you've created
your campaign. If you'd like to learn more about audience targeting in Google Ads, including
remarketing, then I've included links to my extra resources in the description below this video.
Now we're at a really important step. Your budget. This is the number one way to control
your advertising spend in Google Ads. If you set your budget too high, then you're going
to end up being charged a lot for your campaign. So it's important to get this right and
enter an amount you are comfortable spending. First, you should pick the currency you
want to use for your Google Ads account. I'm based in Australia, so I'm going to leave
this set as Australian dollars. Take a moment that you're happy with the currency
that will be used for your account. Then we have to enter our budget. The budget is
the average amount you want to spend each day. For example, setting a budget of one hundred
dollars means that you will be spending up to three thousand and forty dollars a month. I
always recommend starting with a small budget, since you can increase this once
your campaign is up and running. And my other tip is to set a budget that you're
comfortable spending regardless of the results. This might sound strange, but as you start a
new campaign, you'll need to spend some money to understand what works and what doesn't work.
We're experimenting to then refine our campaign. For my campaign, I'm comfortable spending around
three hundred dollars a month. So I'm going to enter ten dollars as the daily budget.
And just to highlight this is an average, some days Google Ads will spend more than your
budget amount and other days can spend less. Now that we've set our budget, it's time to choose
our bidding strategy. Your bidding strategy works with your daily budget to determine how much
Google Ads should spend for someone to engage with your ad. For our search campaign, this is
about how much we want to spend for someone to click through on our ad. We can see that Google
Ads is recommending that we focus on clicks. And this message highlighted in green is saying that
they recommend using the 'Maximize Clicks' bidding strategy. This bidding strategy will take the
daily budget, so for my campaign, ten dollars a day, and Google Ads will try and achieve the most
number of clicks possible within that budget. So it's going to automate bidding for us. Now, this
is okay, it's a decent bidding strategy as you get started, but I recommend having maximum control
over your campaign as you learn about Google Ads. So what I want you to do is click the link that
says 'Or, select a bid strategy directly'... You can now choose from all of the available bidding
strategies, and not just Google's recommendations. Selecting the drop-down... We can see there are
also bidding strategies based on conversions. These are good options to experiment with once
you've configured conversion tracking and you're achieving results from your campaign. But for now,
I want you to go ahead and select 'Manual CPC'... And ensure that 'Enhanced CPC' is disabled.
Manually setting your bids puts you in control of your campaign. This means you get to
choose the maximum you want to spend on a click. Ad just to highlight, you can change
your bidding strategy whenever you want, even if you're launched your campaign. Under
bidding, we can select 'Show More Settings'... This lets us configure conversions. I
recommend setting up conversions after you've created your campaign since we're right
in the middle of choosing all of our settings. So let's skip this. And there is an option
called 'Ad Rotation'. Let's select this... This setting controls what Google Ads should
do if you've created more than one ad. For example, if someone is searching
on Google and you've created two ads, then Google Ads will use this setting to
decide which ad to show to that person. We can see the default is set to 'Optimize: Prefer
best performing ads'. This might sound good since we all like to optimize and improve things, but
I recommend changing this to 'Do not optimize: Rotate ads indefinitely' because I want you to
run your own experiments with your ads. We will talk about this more a little bit later. For now,
just make sure that 'Do Not Optimize' is selected. Next, Google recommends creating ad extensions. Ad
extensions let you include additional details with your ads as people are searching. For example, you
can include additional links, lists of features, your business location, and more. I think it's
important to write your ads before creating ad extensions since they need to complement your
ad copy, so let's click 'Save and Continue'... We've now created our campaign which is the
top-level folder structure in your account. Inside this folder, inside our campaign, we can
then create ad groups which are like sub-folders. Ad groups are used to organize and group the
keywords we are going to be targeting with our search campaign. So what I want you to do is
start thinking about the types of keywords that relate to your offering. Think about the types
of things you expect people to be searching for on Google. Once you have an idea of the
types of keywords you want to target, you can create different ad groups
to divide your keywords into groups. Since this can be a bit tricky to get right
before you've really researched your keywords, my tip here is that you can create a general ad
group and then once we've finished creating the campaign, we can jump back in and finish creating
ad groups. For now, let's keep things simple, and let's name this ad group 'General'... Since
we selected 'maximum cpc' (cost per click) as our bidding strategy (and not one of the automated
bidding strategies), it means we need to set the maximum we want to spend on a click through to
our website. It can be tricky to choose a suitable bid for your keywords, so I recommend using
the keyword planner to estimate a bid amount. We will look at this in a moment. In the meantime,
Let's enter two dollars as our maximum bid amount. This will mean that based on our budget of ten
dollars a day, the minimum number of clicks we could acheive is five clicks each day. We can
adjust out bids after we've launched our campaign. So if you feel your spending too much on a click,
you can reduce your maximum cost per click amount. Or if you're advertising on competitive
terms and you're not receiving any clicks because the bid is too low, then you can also
increase your bid. We can see there are options that let us enter URLs from our website and
enter the names of our products or services. Using these options will provide keyword
suggestions, but I recommend skipping these, since the dedicated keyword planner in Google
Ads will provide you with better suggestions. So I suggest choosing two or three closely related
keywords for your first ad group. For my ad group, I'm going to enter 'google analytics glossary'
and 'google analytics glossary of terms'... These keywords will be added as 'broad match'
by default. This basically means that Google Ads will try and achieve the most coverage for those
terms as possible. So our ads will show on the keywords we've entered, along with any variations
that Google feels relate to our keywords. This means as broad match keywords, my ads might
show on 'google analytics glossary', 'google analytics terminology', 'analytics glossary pdf',
'analytics terminology', and a range of other related keywords. Now this can be a good thing
because it increases the visibility of our ads, but it can also be a bad thing. We might show for
terms that are not expected and don't relate as well to our ads or offering. Let's take a moment
to talk about the different keyword match types we can use with our search campaigns in Google Ads...
As we've seen, when we add keywords they are added as 'broad match' by default. This match type
provides the greatest coverage (or reach) for the keywords you are bidding on. As the name suggests,
it is going to broadly match the keywords to what people are searching for on Google. So if
we were bidding on 'chocolate gifts' our ads could appear as people search for 'chocolate',
'chocolate gifts', 'cadbury gift box', 'chocolate gift delivery' and 'chocolate shop
chicago'. All of these search queries broadly relate to the keyword 'chocolate gifts'. So
this is the default match type in Google Ads. The next match type is 'phrase match'. This
is where we put the keywords we're bidding on inside quote marks. This tells Google Ads that we
want those words to be included in what someone is searching for, or that someone should be
searching for something with the same meaning. For example, 'chocolate gifts' in quotes
can match 'chocolate gifts for fathers day', 'chocolate hamper' and 'chocolate gifts'. This
match type will match keywords with the same meaning and phrase match is more targeted than
broad match. This means our keyword will not match 'cadbury gift box' because this does not have
the same meaning as the phrase match keyword. Then there is 'exact match'. This is where we
place our keyword inside square brackets. This will then match the keyword exactly. So 'chocolate
gifts' in square brackets will match 'chocolate gifts', but not 'chocolate golf gifts'. It matches
exactly. When we use exact match, phrase match, and broad keywords it's important to understand
that these will also match close variants. This means that Google Ads will automatically match
singular and plural versions of our keywords, misspellings and other close variations of
keywords. For example, if we were bidding on the exact match keyword of 'chocolate gifts',
then our ad would be displayed for people searching for 'chocolate gifts', 'chocolate gift'
singular and the misspelling of chocolate gifts. So remember close variants will apply to
your exact match, phrase, and broad keywords. And close variants will ignore function
words, like 'to' and 'for', and when the words are reordered, but retain the same meaning.
Continuing our example of 'chocolate gifts', this exact match keyword could also mean
our ads are displayed to people searching 'chocolate for gifts' and 'gifts chocolate'.
These are also considered close variants. This brings us to our final keyword match type.
Negative match. Adding negative keywords is an important part of optimizing the performance
of your campaigns. It's especially important to add negative keywords if you use 'broad
match' keywords. A negative keyword prevents your ads from being displayed which allows you to
reduce the number of less relevant impressions. Here we can see we've added the negative
keyword of 'ideas' along with the broad match keyword of 'chocolate gifts'. This means that
people searching for 'chocolate gift ideas', 'ideas for chocolate gifts' and 'gift ideas'
won't see our ads. You will notice that our ads are still eligible to appear when
someone searches for 'chocolate gift idea'. If you don't want your ads to show for 'idea'
singular and 'ideas' plural, you will have to add both of these as negative keywords in Google
Ads. This is because negative keywords don't work in the same way as broad match keywords. You
need to be specific with negative keywords. Okay, so when you're launching a new campaign and
you don't want to spend your budget too quickly, I suggest using either exact match of phrase match
keywords. To really keep things controlled you can use exact match, but since I do want to have
some slightly broader coverage, I'm going to change my two keywords to phrase match by adding
quote marks before and after each keyword... On the right we can see an estimate for the number
of clicks we might receive each day, the amount we'll need to spend, and the average cost per
click. Since we're using precise targeting with our campaign we can see it's suggesting we won't
receive any clicks. This isn't actually true. I find these estimates aren't very accurate,
so use them as a general guide, but expect to see very different results once you've launched
your campaign. There's also an option to create additional ad groups, but I prefer to create
these later, so let's click 'Save and Continue'... We've now created our campaign and created our
first ad group. The next step is to create our first ad. The ad we're about to create is going
to live inside the ad group, so this means we need to write an ad that closely relates to
the keywords we've added to the ad group. We want to create an ad that is really going to
engage with people as they're searching on Google. We're asked to create a responsive search ad.
This type of ad lets us enter multiple headlines and descriptions. Google Ads will then combine
up to three headlines and two descriptions to show people as they're searching on Google.
It combines these elements automatically. There are advantages and disadvantages to this
type of ad. It's good because it used Google's machine learning to present the best possible
ad to someone searching. But the downside is that we don't have control over exactly how
the ad is displayed. So what do we do? Well, I recommend creating a responsive search ad where
we let Google decide on the final ad variation, and we create another ad where we control how the
ad appears. Let's create an ad that we control. To do this, we start by entering the landing
page we want to send people to on our website. This needs to closely relate to the
keywords we added to the ad group. So I'm going to enter the landing page on my
website for my Google Analytics Glossary... I'm going to leave the display path, but you can
also experiment by adding keywords here... Now I'm going to write three headlines that closely relate
to my offer and the keywords in the ad group... When you're writing the copy for your ads,
you want to capture people's attention, be relevant, help them find the
answers they're looking for, and lead them to your website. So take time
to write your ad. Make it compelling. Once you've written three headlines, I want
you to pin them into each position... This means the headlines will
always appear in this order and we can see this in the preview on the right... Now I'm going to write two
descriptions for the ad... And then I want you to pin them into each
position like we did with the headlines... This will mean that the descriptions always
appear in the order we've entered them. So we've now created an ad that we control. We're choosing exactly what's included and the
order. Now we can see that Google Ads doesn't really like this, it's saying the ad strength
isn't very strong. Google Ads would prefer us to enter lots of headlines and descriptions and let
the system combine them to create the final ad. So we're going to create another ad to test this
out in a moment. For now, let's click 'Done'... And let's click 'Save and Continue'... The next step is to enter our billing
details. We need to select our country, time zone, and enter our payment
information... Then we click 'Submit'... Okay, we've launched our first
campaign! But we're not quite ready yet, since we only have one ad group, two keywords,
one ad, and we haven't created ad extensions. So what I want you to do is pause your campaign
until you're ready to start spending that daily budget we entered. To do this, select
'Campaigns' in the secondary menu... We can see the campaign listed... Then
I want you to click the green circle... And select 'Pause'... This will mean we can
finish working on our campaign and then when we're ready to start spending our budget,
we can come back and enable the campaign. Now let's explore the interface. On the
left hand side we can see our campaign... And as you start to built out additional campaign
in your Google Ads account, this section makes it easy to switch between the different campaigns
you are running. And selecting 'All Campaigns' brings you back to the top-level of your Google
Ads account. Since we only have one campaign, it's easy to see everything, but this will become
useful when you're managing multiple campaigns. Let's select our campaign... We can
then see the ad group we created... And we can select the ad group... Using the
secondary menu we can view the keywords... And the ads... Okay, so let's click the plus sign
to create another ad... And choose 'Responsive Search Ad'... For the first ad we create when
we setting up the campaign we ensured that the ad appeared exactly how we wrote it, so for
this second ad we're going to let Google Ads automatically combine the elements. So let's
go ahead and enter up to fifteen headlines... Again, you should take time to write headlines
that relate to the keywords you are targeting in the ad group. And you want to write engaging
ads, so that people click through to your website. Now let's add four descriptions... And let's save the ad... We now have two ads
in the ad group. This is the start of testing and experimenting in Google Ads. Once you've
launched your campaign, you can come back here to check the performance of each ad. You will
be able to see the number of clicks on each ad, and the 'CTR' or click-through rate (which tells
you how engaging your ads are). And once you've configured conversions, you'll even be able to see
which ad is driving conversions on your website. Now it's time to start thinking about additional
keywords we might want to target. A great way to research keywords for your campaigns is to use
the keyword planner. To find the keyword planner, we select 'Tools and Settings'... And then
select 'Keyword Planner' on the left... Let's start by clicking 'Discover New Keywords'... Now you can enter some of your keyword ideas to
get more suggestions. I'm going to enter 'google analytics glossary' and 'google analytics
terms'... And let's click 'Get Results'... We're now shown keyword ideas that we can
potentially use in our campaign and ad groups. We can see the keywords we searched for at the
top. And then below the bar, we can see different keyword ideas based on the keywords we entered.
You can now spend time reviewing the suggestions. Any keywords that are already in your account
will be flagged in the 'Account Status' column... For my campaign, I can see that 'google
analytics terminology' and 'google analytics terminology cheat sheet' could form
another ad group. So let's select these... And we can then create a plan, which is a draft
set of keywords. Or we can add them straight into our existing campaign. So what I'm going to
do is change 'Plan' to 'Existing Campaign'... Choose my campaign... And click the
option to create a new ad group... We can now name the new ad group in our campaign.
I'm going to name this ad group 'Terminology'... I'm going to choose 'Phrase Match' for
the keywords... And then I'm going to add them... You can now repeat this for any other
keywords you want to add to your campaign. It's important to stay focused as you build out
your campaign. My tip here is to only create three or four ad groups with a maximum of four to five
keywords in each. This ensures that you're being really targeted with your ads. And it also means
you're not targeting too many keywords which will spend your budget quickly. You can also use the
keyword planner to estimate the search volume of different keywords, the amount you'll need to
bid, and the amount of competition. There's a lot to the keyword planner, so for now, I
recommend trying to think like a customer and only choose keywords that closely relate to
your landing page, offer, and ads. And to learn more about the keyword planner, I've included
links in the extra resources below this video. Now let's close the keyword planner... And head
back to our campaign... Now that I have two ad groups in my campaign, let's rename the 'general'
ad group. To do this, let's select the campaign... Then choose 'Ad Groups'... And click the name of
the ad group to edit it... I'm going rename this ad group 'Glossary'... So we now have an ad group
for glossary-related keywords and another ad group for terminology-related keywords.. I also wanted
to mention, that apart from using the keyword planner to add keywords to your ad groups, you
can also add them directly in your campaign. We can select the ad group... Choose
'Keywords'... And then click the plus sign to add additional keywords... I'm happy
with the keywords I've already selected, so I'm going to close this... Now we need
to select the 'Terminology' ad group... And select 'Ads and Extensions'... Since we
created this ad group using the keyword planner, we haven't created any ads yet,
so let's click the plus sign... And select 'Responsive Search Ad'... Since
this ad group includes keywords relating to 'Google Anlaytics Terminology', we need to
write these ads around that keyword theme. So we're not using the same ads we created
previously, we're writing ads that are really relevant to the terminology-related keywords. I'm
going to go ahead and write three headlines... Pin them... And then write two
descriptions... And pin them... Now I'm going to click 'Save Ad'... And let's create one more ad in this ad group... For this ad, we're going to
enter multiple headlines... And multiple descriptions. Just
like we did in the first ad group... Now we're going to click 'Save Ad'... This means we have one ad where we've specified
what's included and the order of the elements. And another ad that contains multiple elements
that Google Ads will automatically combine as people search. Again, this let's us test
which ad version is best for our campaign. Once your campaign has been running for two
or three weeks, you should check back. You can then look at metrics like CTR (click through
rate) to decide if one of the ads is clearly outperforming the other one. If you do find a
better ad, then it's time to continue testing, so you can pause the underperforming ad and create
a new ad with the aim of beating your existing ad. Okay, now let's select the campaign in the menu
on the left... And let's choose 'Ad Extensions'... As I mentioned previously, ad extensions let
you display additional information with your ads as people are searching. You can create
ad extensions at the account-level, the campaign-level or for the individual ad group.
I'm going to create them at the campaign-level, so this means they will apply to all of the ads
in the campaign. Let's click the plus sign... We can now see all of the different
ad extensions we can create. Today, I'm going to focus on sitelinks, since
these typically make ads more engaging and they will increase your click-through rate.
To learn more about sitelinks, check out the extra resources in the description below this
video. So let's choose 'Sitelink Extension'... Sitelinks let you include additional links
with your ad when it's displayed in the top positions on Google. So they give people more
opportunities to click through to your website. I recommend creating at least four site links and
add the optional descriptions for each sitelink. Okay, I'm going to go ahead and
create sitelinks for the campaign... Each sitelink should direct people to a
different landing page on your website. And you should think about them as secondary
calls-to-action, so use them for any other landing pages that relate to your campaign and
offering. When you're happy, click 'Save'... You can now explore the other ad extensions. Only
create ad extensions that suit your business and campaign. For example, if you don't want people to
call you, then don't configure the call extension. Only use the ones that work for you. We've now
created the basis for our campaign. We have all the elements we need to launch our campaign,
but before we do, I want to show you a few more things. Remember when we set up the campaign,
we went through a number of different campaign settings. Well, I wanted to show you that you can
change all of these settings even after you're campaign is up and running. Just ensure that
your campaign is selected on the left... And then choose 'Settings'... This is where you can
edit your budget, bidding strategy, and more... And the other options I wanted to touch on before
we launch our campaign are device bid adjustments. To find these, we need to select 'Devices'...
This is where we can modify our bids based on the device someone is using to see our ad. Let's
say your audience mainly uses mobile devices, then you might choose to adjust your bids for
people using those devices. For example, we can click the 'Bid Adjustment' for mobile devices, and
then increase our bid by one hundred percent. This means that if my maximum bid is two dollars,
then now my bid increase by one hundred percent, so to four dollars, for people using a mobile
device. So you can use bid adjustments to adjust your bids for your sweet spots. And you
can also apply negative bid adjustment too. For example, if all of your conversions occur on
desktop, then you can set negative bid adjustment. If we set 'Decrease', by, one hundred percent,
then our ads won't be displayed on those types of devices. Unless you have existing data,
for example, from other Google Ads campaigns, or from Google Analytics, then I encourage you to
leave these bid adjustments until you've collected some insights. Then once you see data coming
through from your campaign, you can then use this to inform your bid adjustments. The other feature
I want to highlight, is conversion tracking. Since there are different options for tracking
conversions, I'm just going to show you where to set them up in Google Ads. Let's select 'Tools
and Settings'... And then choose 'Conversions'... It's important to take time to set up conversion
tracking in Google Ads, so that you can understand how your campaign performs. By taking the time
to configure conversions, you will be able to see which keywords and ads lead to conversions on
your website. To learn more about the different types of conversions you can create, check
out the extra resources below this video. Let's take a quick look though. Let's
click the button to create a conversion... There are options track conversions on
your website, like leads and purchases... You can track app conversions... Phone calls...
And you can import conversions... If you've already configured conversion in Google Analytics,
then a quick way to get up and running is to link your account and then choose this import option.
Once you're tracking conversions, you'll really be able to understand the performance of your
campaign. Let's head back to our campaign... We've created our campaign, selected settings to
give us maximum control, created our ad groups, selected keywords, and written our ads.
This means it's time to launch our campaign. Let's select 'All Campaigns' on the top right
corner... And now let's select 'Campaigns'... And let's change the campaign from paused...
To enabled... As long as we're not advertising anything in a restricted category, our ads will
be reviewed and then once they're approved they should be shown on Google search results shortly.
If you've enabled your campaign and you're not sure if your ads are running, then you can
come back here and check the 'Status' column... This will tell you if there are any major issues.
You can then navigate to 'Ads'... And check the status column for each of your ads... So we
can see here, that our ads aren't showing yet, because they still need to be reviewed by
someone from the Google Ads specialist team. Once our ads have been approved, we will
see this in the status column here... And another way to check if your ads are running
is to use the Ad Preview Tool. You can find this by selecting 'Tools and Settings'...
And then 'Ad Preview and Diagnosis'... This lets you enter one of your search terms to
preview the search results on Google. You can even adjust some of the targeting options across
the top... This is a great way to check that your ads are running, and it will also provide
additional details if there are any issues. So that's how you can get up and running with
Google Ads. As you get started with Google Ads, my top two tips are to start with a small
budget, and once you've created your campaign, make sure you take the time to setup
conversion tracking. By setting a small budget, you will be able to begin collecting insights
that you can use to optimize your campaign. I've seen people put in higher budgets thinking
that Google Ads will somehow automatically deliver results, and when it doesn't go well, they give
up. So start small and then grow your campaign. Have you created your campaign in Google Ads? Do
you have any questions about setting up campaigns? I would love to know! Let me know in the comments
below. And if you found this video helpful, please like it so I know to make more videos
like this one. I'll see you in the next video!
