- Ilana here from teachtraffic.com recording a video for measureschool.com. And in today's video, I'm gonna walk you through the five steps that you need to take to optimize your Google Search campaign. I'm gonna walk you through
a live Google Ad account and show you each of these steps that you need to look for in your account to hopefully improve your
results even further. So let's head on over to the account and we'll get stuck right in. Okay, here we are in a
live Google Ad account. We're looking at about a 30 day period. So October 14 to November 17. And as you can see here, we've got clicks versus conversions. And conversions are sales, okay? So the number one metric that you're gonna be looking at when you manage your account, it's the metric that
you live and breathe by, is really your cost per conversion, or your cost per sale, or
whatever it is the conversion that you are tracking, okay? How much did you pay to
acquire that lead or sale? And in this instance, it is a sale sending people
to a retargeting challenge. So I need to weigh up that
my cost per lead of $80, basically here, and how I can take steps to reduce that cost per conversion and hopefully improve my conversion rate. And so this video is really
gonna walk you through that. So the first step is to really have a look at your cost per conversion and determine if that is at a threshold that you're happy with. If it's at a threshold
that you are happy with, then it makes sense to really
perhaps increase your budget and really try and ramp up spend, okay? But really if it's not, we're always looking to try and improve, then step two is to really look at what's called your search term report. So if I go into this campaign, it's obviously a Search campaign, and let's say I go into one
of the particular ad groups. There's a discrepancy between the keyword that you're bidding on and what somebody actually
typed into Google, which is the search term. And as you can see here,
we've got search terms. So this is what somebody
actually typed into Google where my ad was triggered and
possibly even clicked on it. So my search keyword here is I'm bidding on Facebook retargeting, or just retargeting on its own, Facebook remarketing, et cetera. And the search term is somewhat different. So 30 people have typed in
how to retarget on Facebook of which one person clicked on the ad. So really my job here is to
have a look through these terms to decide which terms I do not want to show up for in future. So for example here,
retargeting solutions, that must be a business name or something. I don't actually know what that is. So let's say I wanna add
solutions as a negative keyword because that's not really applicable. So I'll just copy this and I'm gonna go negative keywords, and I'm gonna go plus, and I know this is right way
of adding a negative keyword. I wanna add it actually
at a campaign level. So I want this negative keyword to apply to all the ad groups in this campaign. And I'm just gonna copy
in solutions like this. I'm not gonna put any kind
of syntax around this word. I just want any instance
of the word solutions to be prevented from showing up. And I click save, and then we go back to search terms. It's gonna refresh that page. And then what you'll be able to see is then it will hopefully be
excluded from future ones. So really my job here
is to look through here to see which are other
possible negative keywords. So fbx would be another one as well. And so you can download this into Excel, that's often what we do. We download this report, we make a short list of all
the possible negative keywords. And then we just go to negative keywords and add them this way, okay? So that is what you need to do with this, the first thing you need
to the search term report. The other thing you need to do is you need to really look through them to see if there's any other keywords that you might wanna add. So possibly if I might wanna
add Facebook retargeting pixel as a possible keyword,
maybe in its own ad group, and then write an ad that talks about, that we've got training on
how to install the pixel and where to find the
pixel code, et cetera, which we do cover, okay? So your job is really to match the term with the ad that you're showing someone and where you're sending them to, okay? So there's really, as I said, twofold, adding negatives and adding
possible keywords, all right? The other thing that you
might wanna have a look at is your ads, okay? So look at your click through rate to see if you could possibly improve the click through rate at all. And this also is an extension, even though this is strategy number three, because you're really having a look at your search term report to see should you change your headlines to really kind of get in
the mind of the moment that somebody is in on Google, okay? So here we talk about pixel
retargeting tutorials, and obviously this ad does not get as good a click through rate as this one. So we might look to pause this ad, create another ad for
another possible split test and write some different headlines, okay? So that is strategy number three. The fourth thing that
I want you to look at is quality score. That is a big factor to the
success of your campaigns. So if we go into this other ad group, you'll see that some of my keywords here have what's called a low quality score. If you're not sure what quality score is, this three factors that
comprise quality score, the first is click-through rate, the second is relevant score, and the third is landing page experience. And if you have a low quality score, basically you're going to pay
more for a cost per click. If you have a really good quality score, then you will pay less
for the cost per click. So I guess Google is not
really a traditional auction in the sense that the person who's willing to bid the highest gets the number one ad spot, quality score really has a big effect on how much you pay per click as well as where you are
in the ad pack, okay? So generally speaking, the way we improve quality score is by stripping these keywords
out from this ad group and put them in their own campaign, in their own ad group and write an ad that really talks directly to that particular keyword, okay? And sometimes I've had instances where even doing that
hasn't really helped it, for whatever reason
Google doesn't like it. So possibly we change ads to
improve our click through rate and ad relevance, run a compelling ad that will hopefully improve our click through quality score, okay? So that's the fourth thing
that you need to look at. And finally, the last step
that you need to look at is your keywords that might
be below first page bid as you can see here, below first page bid. So here are bidding 60 cents
for this single keyword, which I normally wouldn't do. I just did for training purposes. And Google's telling me in order for my ad to
be on the first page, I have to bid at least a $1.66. for this one $4.27. So you can see these different keywords have different bids, okay? So you need to decide if you wanna bid at that certain level in
order to be on the first page. And as you can see here, Facebook retargeting,
one keyword is $11.54. It's a crazy prices. So you wanna look for keywords that are below first page bid and possibly consider doing
Google's automated bidding. And as you can see, I've sort
of navigated to the topic, 'cause I wanna show you here's where we were doing manual bidding, where we were below first page bid. The strategy here was
intentionally to bid low. So we could find the
negative keywords to add so that we don't waste money on bidding top dollar for keywords. Once we find our negative keywords, actually we switched to
Google's automated bidding. So as you can see here,
I'll put a note here, a switch to maximize conversions. And as you can see then,
our clicks increased and we started to get some sales. So a transformation in this account, okay? So Google's automated bidding is where you don't bid
on a cost per click, Google does all the bidding for you. So I did a bid strategy
called maximize conversions. The idea of doing that temporarily to then transfer it into
target CPA bidding, okay? So I'm gonna show you how to
do that last, really quick, go into the campaign, go into settings. And we're gonna change
this at a campaign level. We go into bidding, change bid strategy, and then we want to do
maximize conversions. If you wanna set a target
cost per acquisition, kinda going back to strategy one of really managing your account as per cost per conversion,
you could do that. So let's say I wanna set a target cost per acquisition of $50, but you run the risk of maybe Google not giving you impressions
and you're not getting clicks. So starting out with, I like to do maximize conversions to get some data under the belt and then look to try and reduce the cost per conversion that way, okay? So I'm gonna click save. And then if we go into
one of the ad groups, you'll see here that I've got
no ability to change the bid because Google is going to
be doing the bids for me. And it said, see, bid strategy
type is maximize conversions. So they have it, five steps that you need to look for in order to improve the results
of your Search campaign. I really hope you enjoyed this video and stay tuned for future videos. - All right, thanks, Ilana
for this great information. If this video helped you out, then please hit that like button so we can share it more to other people. And if you wanna find out more about AdWords tracking analytics, then check out this
playlist right over there. And from everybody here at
MeasureSchool, happy measuring.
