Hey everyone! Jason here, digital marketing consultant. And in this Google ads tutorial, we're going
to be going through how to get up and running with your first Google search or display campaign
in less than 20 minutes. So we're going to be going through how to
choose what to advertise. We're going to go through how to figure out
your targeting and your messaging. And then at the end, we'll dive into my screen
and I'll walk you through click by click, everything you need to know, to getting up
and running properly with your first Google ads campaign. If you're new to the channel, go ahead and
hit that subscribe button, because we do a lot of in-depth tutorials, just like this
one, on how to be successful with your digital marketing. There's also a timestamp table of contents
in the description, because you'll inevitably need to come back to this video, as you do
your keyword research and putting together your campaign. So with that, let's go ahead and dive in. There are three keys to success, I want you
to know before we dive into the four steps to creating your first campaign. Now, the first key to success is to choose
one campaign to start, we're gonna go through a lot of different options, and there are
a lot of different things that you can do with Google ads, but the key success, is starting
with just one. And the second key to success with your one
campaign, is just having three to four ad groups max, we don't want a bunch of targeting
options because as we'll get into later in this video, the more targeting options you
have, the longer it's going to take for you to actually figure out what is working and
what isn't working. And finally, the third key to success is to
protect your wallet and that is please set an end date. Something I used to do in the past to say,
don't set end dates, but after a lot of feedback and seeing students accounts, it's a very
good idea to set an end date for every campaign that you start, that way you never have to
worry about going back to Google ads, to turn off your campaigns or your budget, just running
wild because Google is very unapologetic, when it comes to how much has been spent,
with an ad account. They're definitely not going to give you a
refund. So with those three keys to success, let's
go ahead and dive into step number one of setting up your first Google ads campaign,
and that is choosing your product or service. Something that's very important to understand
with Google advertising, is Google advertising is primarily a lead generation platform. It is not a sales advertising platform. The days where you could just put up some
Google ads and drive people directly to a sales page or product page and expect them
to buy on the first visit, are pretty much over. The only asterisk to that one is e-commerce. We still see quite a few clients of ours be
successful with cold traffic from Google ads, but those are few and far in between. Pretty much for the rest of us, we really
need to focus on generating leads, growing an email list, and then having our emails,
our sales calls or sales presentations, and letters, do the selling for us. So just keep that in mind with whatever product
or service you choose to advertise, there should be some sort of lead generation portion
in front of it. So this can be a lead magnet, like a Excel
sheet, a PDF, a blueprint, it can even be a webinar. Or if you just have a couple of emails, that
deliver a bunch of value, you can offer a free, you know, five or seven day email course,
whatever it is, it should something that's free. That's some sort of lead magnet to get people,
to give you their name and email. If you need the phone number, you can ask
for it, general rule of thumb, the more information you ask for in your landing page, the worse
the landing page is going to perform. So it's just important with this first step
is you realize that Google ads is a lead generation platform, and we really should be focusing
on one product or service, that we're trying to generate leads for. So once we've done that, it's time to decide
what type of campaign we're going to run. So when it comes to Google ads, you have two
options. You have search ads and you have display ads. Now display ads are very different than search
ads. Display ads include everything. That's those little ads you see on the side,
they include banners across the entire web, new sites and blogs. It also includes Gmail ads and YouTube ads. And then we have good old steady search, which
is where Google started, where those are the three to four ads you see, whenever you type
a search into Google. Now, search ads are a lot easier to optimize
than display ads. However, if you're not going to be spending
at least $500 a month on your Google ads, I highly recommend you go the display advertising
route, because you're going to get a lot more bang for your buck. And you're going to be able to get enough
impressions and clicks to make actionable decisions. If you only have $500 and you go the search
ads route, well, yeah, you'll still run some search ads, but your impressions are going
to be super low. That's the number of time your ads show up
and your clicks are going to be so low. You're not going to know which ad or which
keyword is actually working. So, because you need at least a hundred, if
not a thousand clicks on something, before you know something's working and your $500
is probably only going to get you a few hundred clicks across your entire account. So we really want to make sure that we're
doing one campaign, one product, we're focusing down. And if it's less than $500, let's go ahead
and do a display campaign, instead of a search. But I'm going to go through how to do both
of these. So now that you've made those two really important
decisions, what product and what type of campaign, it's time to actually go into the targeting. So I'm going to go into the targeting for
search, and then I'm going to go into the targeting for display. And display is going to be a lot easier than
searches, you'll see, in a second. Remember timestamp table of contents to skip
around. So with search ads, I actually have an in-depth
tutorial on how to use Google keywords planner in the description. So you can check that out. Here, I'm just going to give you a list of
keywords to start with. Because keyword research is something that
can take hours if not days, but what's really important here is I want you to get into the
game as quickly as possible. And to do that, we're just gonna give you
the answer. And since I recommend starting with three
ad groups, you're going to choose three of these groups. And of course, you're more than welcome to
come up with some on your own. So the first group is buy, and we're just
going to say, buy. And then your product or service. Now, the buy and new and sale are great for
eCommerce style products. So these first three are really based on products
versus services. And then the last two product, you can have
an ad group, where it just says your product name, and then for location, if it's specific,
you're a local business, then they're gonna want to put your product or service and then
your location. And really that is it. I know it seems oversimplification. You're going to be like, “Jason, what the
heck? Are you trying to waste my money?” No, no, no, no. What's really great about these key words,
is that with a couple hundred dollars on search, you're going to start to see which ones are
working and which ones aren't. And as you become more advanced, you're going
to be able to use something called the search terms report. And that is, Google is going to show you what
your prospects are actually typing in. So these are just a way to figure out what
keywords you should be going after, because you can do a lot of keyword research and then
find out it was completely wrong. So let's not invest all that time right now. Let's use this basic list of keywords and
then we'll use our search terms report, which is something Google gives you for free. After you've run a couple hundred dollars
in traffic. And that report will tell you the specific
keywords to go research more, the specific keywords to add to your campaigns, to improve
your results. And if you're doing display advertising, it's
even easier. And this is, we'll get into when we're diving
into our screen. But I'll jump ahead here and show you. All you have to do is go through the usual
process of setting up a campaign. We're just going to select display. And then Google actually has a set of audiences,
that are already done and ready for you. So all we have to do, is click on something
called in-market audiences. They give you topics and demographics and
affinity. We're going to ignore all that other stuff. That's fancy. We don't need to do that yet. In-market audiences are groups of people Google
has identified, are actively looking to buy something. So this is going to be the more expensive
audiences, but it's also going to be the easier audiences to test. The other ones are, can be so big or so broad,
that unless we've already figured out our messaging and already dialed in our landing
pages and sales pages, we can wind up wasting a lot of money. So we're going to focus on these in-market
audiences of people, who are actively looking to buy whatever you are selling. There are a lot. So all you have to do is scroll through that
list and just check the box on each one, you think is going to be somewhat relevant to
whatever your product or service is. And here you really want to focus in on three
to five max, because what's going to happen while you start running your campaigns, Google
is gonna find one that works better than the others. And then it's going to start putting your
entire budget towards that one. And so this is something you'll have to do
in the future. You're going to have to make this individual
ad group, for each one of these. So you can easily tell Google, “Hey, hey,
hey stop spending all my money here. I want to know how these other ones are doing”
So three to four, that's good. And it'll ensure that your budget isn't stretched
too thin and it will help you stay on top of your ad spend. So Google doesn't run off with just one in-market
audience and not give any impressions to any of the other ones. So now that you've done that, you're ready
for the hardest part, which is writing your ads. And process is going to apply whether you're
doing search or you're doing display. All we need to do, is type our product or
service in, or type one of those buyer keywords, that we talked about earlier into Google,
in incognito, if you're using Chrome. Private browsing, if you're using Firefox. We don't want any cookies involved in the
ads, that we're looking at. So it does need to be private browsing mode. We type that into Google. And then we just take a look at the top search
results. And what you're looking for here, is to figure
out what other advertisers are already talking about in their ads. So you're looking for, what are the benefits
they're talking about, what are the features they're talking about, what kind of specials
are they offering, Is there anything that you could offer, that's better than what they're
talking about in their ad? And then go ahead and make your own. So here's a quick rundown of what you have
to work with, with your Google ads. You're going to have two headlines and each
headline can be 30 characters. And this is just where you're going to either
use your search term, some variation of your product name or something to draw attention
to the potential prospect. Then we have the description. And the description is going to be 80 characters. And the description should pretty much just
follow up on whatever the headline was and tell people why they should buy. So 90% of the work should be done by the headline. And then the description is just there to
kind of support the headline. I definitely recommend trying five to six
different headlines, and you can just have one or two different descriptions, hardly
anyone's reading the descriptions anymore. And then we have the URLs. Now this is a super underutilized piece of
real estate, you have with your ads. So in your URLs, you have 15 characters. And what you can do here, is add a sense of
urgency. So with your URLs, they don't have to match
what's on your site. So you can put things like sale, limited time,
free consultation, you know, free trial or something like that to help to get people,
to actually click on your ad. And this process is one of, going to be the
most creative part. There's no hard and fast rules here. You really have to let the Google data come
in and tell you which ads are working and which ones aren't. So you just need to start off with three to
four different ad variations. And then you'll just test from there. The key takeaway here is the ad copy is something
you're always going to be testing. It's never done. You're always going to have to continue to
change your ad copy and figure out how to better connect with potential customers and
prospects. So with that, we've gone through our four
steps. Now let's go ahead and jump into my screen
and I'll walk you through what it looks like, putting together your campaign. Now inside of our Google ads account, we're
going to click on campaigns, so that we get this giant blue plus button, in the top left-hand
corner. And we're gonna go ahead and click on new
campaign. Now if you are already very specific on what
you want. We could go ahead and select one of these. I'm just going to go ahead and click campaign
without goal. I always like having more control and I'm
going to click on search. So here's where you're going to decide, whether
you're doing search or you're doing display. What's very important is whichever one you
choose, you only do that type of advertising inside of that campaign. So I'm going to go ahead and click on search
here. [unintelligible 00:11:59] display is going
to be a little easier and we're just going to go ahead and click continue. Go ahead and give our campaign a name here,
PPC management. And you see, this is where if you select search,
it's gonna give you the option to do display as well, we're not going to do that. We do not want display. So we're gonna uncheck that. And we're going to go ahead and click show
more settings. And this is where we're going to set our end
date. So if we're going to be doing this for a week,
I'd come in here, select the end date and say, we're going to do this. And it it's going to go to, maybe we'll do
that two weeks for this one, but this is a great way to make sure, that our budget doesn't
go over. Because Google will just keep spending that
money. And we'll go ahead and leave URL and dynamic
ads alone for now. Locations, now, if you're a local based business,
you're only doing business in your state, a specific, you know, neighborhoods, city,
or zip code. This is really where you want to zero in on
the zip code, the neighborhoods or the cities that you want to target. Now, typically what I like to do, because
we manage a lot of different types of accounts. If whatever the largest geographical region
you're focused on, enter that as your targeting, and then add all of the sub targeting, that
can go inside of there. For example, if you're in the US you can target
a specific state and then you target all the zip codes inside of that state. And then you'd also target the major cities
or major neighborhoods. That way you have a lot of overlapping targeting. And as time goes on, you're going to be able
to figure out which cities, zip codes and neighborhoods perform the best. Of course, if you're in a different country,
you can still focus on different provinces or territories. You can apply the same type of target location
targeting here. Languages, typically I just leave it at the
language of the country that the client is for. And next we have audiences. So audiences, this is where if you're doing
display, right? So we're setting up a search campaign right
now, but if you're doing display, you're going to want to click on audiences. And then you're going to click on this in-market. So when we click on in-market, you're going
to see all of these different options and there are a lot of dropdown menus here, where
you can really, really get customized here and see all of these different ones. I mean, this is just, this goes on forever,
but Hey, it's Google, they track everything. They look at everyone, so they know what's
up. They know what's going on. And there are just so many different options
here, dating services. I didn't mean to click that. We're going to exit that out. So in this particular instance, since I'm
doing PPC management, I would come in here to business services, click on advertising
and marketing, and I would check this box and I would check this box. And then I do some more research. I won't waste our time now to come up with,
to a couple others. But this is what, those are the two that I
would check, in this particular instance, if this was a display campaign. Of course we're doing a search, but I'm just
showing you what that would look like for display and leaving it at the default is fine. Used to be bid only. We don't really need to worry about that right
now, budget, this is the budget that we're going to set each day. Let's just say we're spending $10 a day and
delivery method, we’d leave it at standard. Accelerated just means they spend your money
faster. It's not really going to help you collect
better data. You want data, that's going to show you over
a period of time, as opposed to what happened on Monday or Tuesday, or whenever you, you
start this campaign. And when it comes to how you bid, you actually
want to bid cost per click. And the reason you want a big clicks, is because
if you're doing this for the first time, you don't know what your conversion rate is. You don't know who's going to be converting. Once you have conversions, then it makes sense
to optimize for conversions. We're just going to start at the standard
$2 per click, since we're doing search. And under show more options, you're going
to have the ability to add an ad schedule, which I recommend, even if you're doing at
all, all hours of the day, and then an ad rotation, I typically just leave this alone
for now. You can select rotate ads indefinitely, but
please only do this, if you actually plan on checking your account, at least every other
day. If you're busy with other things in your business,
just leave it on optimize. It's not ideal. We personally always click do not optimize,
but that's because we're in our accounts and our client accounts every single day of the
week. If you're not going to be in here, almost
at least every other day, just leave it at optimize. Add extensions, we're going to leave those
alone. Because that's not necessary for our initial
search. So as we click save and continue, we're finally
going to be able to, drop in our list of key words. So I go ahead and paste them in here, and
then I'd give the ad group a name. So I'm going to call this by oops, by, and
then the product that would be the product name. And once we pasted these in, what we can actually
do, is copy them again. We're gonna and click enter a couple of times
and then you'll see down here, there are different types of keywords. So we can actually have broad match, phrase
match, and exact match. And really all this is, is telling Google
how specific the search needs to be, in order for your ad to show up. Broad means Google is going to match your
keyword to a bunch of other key words, and then phrase match, they're looking for just
keywords that include the keywords. And then exact is the exact key word search,
that you have here. So what you're going to want to do, is come
in here and put parentheses around all of your keywords. Now, obviously in your example, in when you're
doing this, you're not going to have product in brackets because that's actually going
to throw Google off quite a bit, and then we'd come down and one more time, control
V again, and then we'd put the entire keyword phrase in brackets, of course, product wouldn't
be in brackets, right? And we do that for all of these. And then once we're done, we're going to go
ahead and click, add a new ad group and paste in our next set of key words, and then do
the exact same thing. So we do parentheses or yeah, phrases here,
a phrase match there. And then we'd go ahead and oops. On the last two that wasn't phrase match,
there we go, quotations, not parentheses, and then we'll do brackets for everything
else. Right? So we'd go ahead and do that at least three,
if not four times. And then we can go ahead and click save and
continue. And the final step of our process, is actually
creating our ads. So hopefully you already have some ad copy
ideas, based upon searching your search terms into Google. So, we go ahead and first start by pasting
the final URL. So this is the page, that you actually want
people to come to. We'll enter our headline one and two. And actually what I forgot to include in the
beginning, is you can have it headline three. This is something Google is testing at the
time of this video. And then you can go ahead and put your URL
path. So what's really cool about these again, let's
say we do limited time offer, right? Something like that. You can see it comes up, example.com limited
time offer. So it's a great use of real estate and you
don't have to actually change the URL that you're using. This will just go on the back end of whatever
your actual website is. We have our description lines here, 90 each,
and then we go ahead and add our URL options, if we're doing any custom tracking, which
you're probably not. And once you've done this, you can add click,
add new ad and you'll do this for each one of your ad groups, right? So I did two ad groups here. So I would go ahead and do this twice. And then we go ahead and click save and continue,
and we'd be ready to create our campaign. So I'm going to X out of this and go over
to a campaign, that I already put together. And inside of our campaign, you'll see the
three ad groups that we created. You can set your default cost per click. I'm going to go ahead and click into AdWords
management services, and you see this ad group wound up just having two, and I typed exactly
in what the services is. Again, I made this campaign the, in the exact
same way we just went through. And with that, you're all set up and ready
to go. Now, another quick bonus tip right here, I
know it was a bit of a long tutorial. Let's go ahead. And I want, I mentioned earlier that you're
good actually gonna be able to use something called a search terms report, when you've
started to run some ads. So once your ads have run for a good week
or so, you spend up a hundred dollars. You can come in here, you can click on keywords,
and then you can click on this thing up here, called search terms. And this is going to list all of the keywords
that you've actually showed up for. And this is where you're going to get the
best keyword ideas ever. So we've started with a small kind of template
set of keywords, and this report is going to populate and show you the keywords that
you can add to future campaigns, future ad groups for optimization. So thank you for watching. I hope you found this video informative and
actual. You got some value out of this video, go ahead
and hit that like button and subscribe for more in-depth, Google ads, tutorials, and
other advertising platform tutorials, just like this one. Over on the channel, I'm showing you everything
you need to know to be successful, with your digital marketing. And of course, Google ads is just one piece
of your digital marketing success and efforts. So go ahead and comment below, if you have
any questions, remember there's a timestamp table of contents along with links to other
videos and playlists, to help you get up and running with YouTube ads, Google ads, and
Facebook ads as well. So until the next video, hit that like button,
subscribe and keep building the business you love.
