Hey everyone. Jason here, digital marketing consultant. And in this video, you're going to learn the
simple four steps to setting up your first Google PPC campaign for Google search ads. So go ahead and make sure you check out that
timestamp table of contents in the description. And if you want to skip the first three steps
and jump straight into the click-by-click building the campaign inside of Google ads. Here's the timestamp to do that. Now before we get into the very first step,
which is the offer, I want to quickly go over how Google ads campaigns are structured and
should be structured. So at the very top, we're going to have our
campaign and this is where we're going to choose our product or service. We want to have one product service or offer
per campaign. Then inside of our campaigns, we pretty much
have unlimited ad groups. And this is where we choose who our ads are
going to be shown to. We're going to be using key words as our way
of identifying our ideal customers. And then finally, inside of our ad groups,
we can have our ads, which is what actually shows up and hopefully gets our ideal customers
to click. And so we'll be going through each one of
these steps and starting with the offer, because without knowing what our offer is, we can't
start putting together our campaign. So when it comes to your offer, I'm going
to go through a couple of examples that you can use as a services based business or an
e-commerce business. But we really just want to know what do we
need to present to people who are on Google search in order to get them to click our ad. It isn't always going to be necessarily what
you ultimately want to sell them. We just need to get that click first and then
we can worry about the sale. So we just want to look for something that's
going to get that call, email opt in or initial visit. So we just need them to click first. We don't have to try and sell inside of our
ad. That's very important. So if you're a services based business, you
should be using something called a landing page, where you're essentially trying to collect
contact information, collect that lead. So you can follow up with them in the sales
process. If you are a product based business, you want
to drive them directly to your product page. Notice, neither of these are your homepage. You do not want to be driving traffic directly
to your homepage. So here's some examples of what you can offer. If you're a services based business, then
you're going to want to offer something called a lead magnet. I'll link up to a playlist in the description
that goes through how to put together a landing page and lead magnet funnel. If you're not familiar with it, but essentially
you're going to offer something of value in exchange for their contact information, whether
this is a free consultation, an estimate, a demo, is going to be a free tool or calculator
on your website. Then if you are an e-commerce business or
services business, the next one we have is a front end offer. And this is something you want to think of
as your door buster or your first purchase. Like what is the low price thing that you
can offer somebody to get them in the door or to get them onto your site. Now, if you don't want to be creative and
you want to go straight to your primary service as a services based business, then you're
going to want to choose one service that you provide to local customers. So this only work, if it's an actual service
that someone has to physically come to your location for, if this is a service that's
done digitally, or can't be taken care of in one visit, then this is not a good option. And then finally, for e-commerce and for services
based business, we have the big fish offer, and these are high ticket priced items that
give you a tremendous high margin, but you have a low sales volume. And the reason that they need to be high ticket,
is because typically the keywords you're going after for those particular customers are going
to cost a lot. But if you stick it out and you spend enough
money, you're actually going to see a really good return on that service. So you definitely want to make sure that if
you're choosing something that is a big ticket offer, you have a lot of margin on it, because
it's going to be very expensive to get that customer in the door compared to the first
three that we went to. So hopefully that helps in figuring out what
you can and shouldn't be advertising. So again, with our service based business,
we want a landing page, where we collect their name, email. If you absolutely need the phone number, then
you can. But if you, the more information you ask for
the less leads you're going to get, because your opt in rates going to be lower and your
product page should be directed at one product directly related to the search. Again, even if you're an e-commerce business,
you have a bunch of products on your site, please don't send people to your homepage
and don't send people to a product category page, send them to a specific product. Now we're not going to be doing Google shopping
ads, but I highly recommend you check out how to set up Google merchant center later
on, after you set up your search ads. So hopefully you have an idea of what your
offer is going to be. Now let's talk about search terms and this
is where it's really easy to get caught up in trying to find every single keyword that
you should be going after. And when you're just getting started, it's
better to have too few keywords than too many, especially if you're working on a tight budget. So let's just go through this quick example. There we go. Quick example. So we have our ad in the middle, right? We have all of these potential customers that
are searching on Google. Now the length they are from your ad represents
how close they are to actually doing business with you, because not all search terms and
keywords are created equally. Now there's typically three phases that a
customer's going through before they're actually ready to click on your ad. So if we break down one of these lines here,
we can see first a curiosity and learning. They're just trying to figure out whether
or not they even need your product or solution. Then once they know they need your product
or solution, then they're shopping around and finally, they're ready to make a buying
decision. Now what's important is the type of search
that each one of these people are making is different at each phase. So what we want to do is make sure we're only
bidding on key words at the very top, when they're actually ready to make the buying
decision, as opposed to just shopping or curiosity and learning. So here's a concrete example. Let's say we are a bike shop. So in red, we have the keywords that we wouldn't
want to go after, like mountain bike review, or mountain biking for beginners. We have no idea what this person wants to
buy. Whereas in green, we see we have a fictitious
mountain bike here, and then we have a mountain bike shop near me. So both of those searches while very simple
represent people who are actually ready to buy, they're actually looking to buy a mountain
bike. Whereas the red is just people who are learning
about mountain biking and yellow kind of fits in the middle, best mountain bikes for beginners. You could possibly rank well for this, if
you were doing content marketing, but generally when you're doing search ads, there's going
to be a lot of competition for that keyword, because it's so broad, but we'll still try
it, because we're going to kick things off with three different ad groups. Now, the good news is I have you covered on
all of your keyword research. You don't need to go using Google keyword
planner for the next three hours or try to figure out what you should and should not
target. Although I'll link in the description to a
video that goes through how to do that after you're done with this tutorial. So we have four main categories. We have location plus service and location
plus profession. This is great for services and lead generation. And then if you're, e-commerce, you're going
to want to look for those shopping around keywords and then general keywords around
your product or the type of business that you have. And so for a concrete example, here's what
that can actually look like. So as you can see for location, we can have
Seattle PPC management or Seattle teeth cleaning here, where it's specifically calling out
the city or neighborhood that our businesses in and then saying exactly what the person
is searching for. Now, this might seem so elementary. You go, there's no way this can work. And complexity is the enemy of success here. You want it to be simple with your keywords. People are not typing in super long searches
when they're trying to fix a problem or looking for a local service. Now, when it comes to e-commerce, the best
way to go is actually specifically going general and having your specific product name as the
search term. So if you are selling, for example, a mountain
bike, you wouldn't just want to say mountain bike. You would want to put the exact type of mountain
bike you have and have that ad link directly to that product page. Yes, that's a lot of work, but you're going
to find that you're going to get the right people coming to your site, because you want
to be connecting with people who are actually looking for your product. Not people who are just generally browsing
around, because that's very expensive to pay for someone else who's essentially just kicking
tires and window shopping. So again, there's a timestamp table of contents
in the description. You can always come back and pause and modify
these examples and the previous slide here to fit your business. And here's an example of what this would look
like inside of your ad groups. So you would have one ad group that's targeting
search terms around location plus service, and then you'd have another ad group that
targets location plus profession. And when we go click by click inside of Google
ads, we will be using these exact keyword formulas to build out our ad groups. Now, something that's very important is you
don't have to know everything now, when it comes to your key words, because after a week
or two of running traffic, Google will tell you exactly what keywords you're showing up
for. So make sure you add this to your notes. Hopefully you're taking some, inside of your
keywords report, after you've run ads for a couple of days or weeks, you're going to
be able to click on keywords and click on search terms. And every key word your campaign ever shows
up for will be right here. This will be an absolute goldmine. And really by the end of this tutorial, you'll
see that this is going to be the best way to conduct your keyword research, because
this is going to tell you real world data specific to your business, what keywords are
and aren't working. And it's going to be so much more accurate
than what you can get with any paid keyword research tool out there. So now let's go ahead and talk about messaging. This is the final step, before we actually
go click by click inside of Google ads. Now the best way to figure out what the heck
to say in your ads is to just type in some of those search terms in your local area,
to see what ads are already showing up. Now you may need to use a VP, if you're doing
it from another country and you're advertising in a different country to actually get the
real results, but here is an example of a search in Seattle for PBC management agency. So there's three main things you want to look
for. The first thing you want to look for are the
power phrases, what is being offered or what results or promises are being made. So here in red, and the first one, we have
ROI driven, ROI focused. The next one we have increasing ROI. We have helped businesses grow. We have highly specialized PPC experts. These are all things to try and stand out
from the other ones. Now, if we were going through and making our
own, obviously ROI is very important in this particular search. Then we also want to look for offers. And this is what is being offered specifically
to get someone to click. So the first one, they're giving a free consultation. The third one here, they're giving a free
review and they're also offering case studies. You see, number two and number four, doesn't
actually seem to have a specific offer. They just seem to be generally talking about
PPC management, but here, if I was going to start running ads as a PPC agency, I'd probably
want to include an ad that had something about ROI. And then also something that offered either
a case study or free consultation, because it gives the prospect a reason to click and
a micro commitment, which means they're looking for something that's going to start them on
the path to buying as opposed to add number two and ad number four, where they probably
would have to whip out their credit card to day. Now, when it comes to e-commerce products,
you want to do the same thing. Here we have mountain bikes for sale and the
search was done in the Dallas, Texas area. Now, something that was really interesting
on this search was the very first one, it talked about women and it talked about racing. So that might be an indication to you, that
females might be a really good target demographic for bikes. Now, I haven't done any big keyword research
in this particular demographic or this area. So I wouldn't know, it might just be a fluke,
but here we can see racing bikes and women for some reason was so important that they
put it in that their actual body copy of their ad. Now in yellow, we see that there are some
guarantees being made. There's some big sales going on and fast shipping. And so if you can do this as an e-commerce
store, that's something you probably want to add in order to compete, if you were in
the Dallas area. Now, something to note here, you're going
to see if you're doing e-commerce, a lot of ads that say 70% off or 63, 60% off. Typically, what these stores are doing is
they're choosing two or three products that really nobody ever would buy and just giving
them a massive discount so they can quote unquote, ethically say it in their ad. So when you see these types of things, don't
always get freaked out where you go, oh my gosh, but I can't give 70% off my mountain
bikes or my widgets. It's typically not what's going on. I'll leave it up to you in your own ethics,
whether you follow suit. But I just wanted to let you know, so you
don't get freaked out and feel like you can't compete when you see those giant percentages
off. Now, when it comes to your ads, there are
actually two parts. There's the main part of the ad, and then
we'll have ad extensions. So we'll go through the main part of the ad
first. So you can have up to three headlines, really
you only need to worry about the first two. And this is where you want to describe your
offer and use search phrases to call out attention to your ad. Then you have a URL path one to two area. And something really sneaky here is you can
put urgency phrases in there, like sale, discount, limited time, or even buzzwords like free. Typically, we found that, that you can get
away with being a little more salesy here in your URL path. Then you can in your headlines and your descriptions,
and then for your description, you have up to 90 characters. We'll go through some examples when we actually
dive into the Google ads interface and build out your campaign. So here's an example of call-outs. So if we go back to our examples here, you
can see an ad number three, we have checkout reviews. What we're all about, view our case studies
and the services we offer. These are extensions. So we're going to talk specifically about
callout extensions and site links. So these are called site links, because someone
can actually click on them. If we go back to our mountain bike example,
you can see in the very first one, most of these ads have site links. The last one actually has a deal, and we'll
go through how to put those together when we they'll click by click. So going back to our example here, call outs
are just going to be 25 characters of a standalone title, where you're going to want to give
some sort of feature or just try and build credibility. So in this particular instance, if we were
creating an ad for PPC agency, we would say Google partner, ROI driven, because we saw
that everywhere. And then contract free, account ownership,
little buzzwords that would get someone potentially excited to actually click on our ad. Then we have site links, which are also 25
characters, which can appear just as little links or they can appear as a link with a
little description. The description that you're seeing here is
just an example, and it doesn't always show up. So you want to make sure that the title of
your site link can stand alone without the description. And what's cool about site links is they can
link to separate pages. So that's all you need to know when it comes
to your Google ads, actual messaging, and what's important is you don't have to get
it right, right out of the gate, you will always be testing your ad copy. So just put together something that you think
looks great compared to what the competition is. And then just get started. The most important part is getting in the
game and getting some actual data. So with that, it's time to actually build
your first campaign. If you need to review any of the previous
sections again, detailed table of contents in the description with this, we are finally
ready to jump into the Google ads interface and actually start building our campaign. Now, if you don't already have a Google ads
account, all you have to do is go to Google and search Google ads, and you'll be able
to set one up for free. So once you have one, you're going to want
to click on campaigns and then click on the giant blue plus button at the top to create
a new campaign. And you'll be taken to a page that looks something
like this, with a bunch of different options on different types of campaigns. Now you're going to start noticing a trend,
especially when we first get started with this campaign. And that is Google is going to try to do work
for you. And you're going to constantly have to tell
Google, no, it's okay. I know what I'm doing. So the first step is choosing to create a
campaign without a guidance or a goal. All these other options, all they essentially
do is restrict what you can do inside of the campaign. And it automatically puts in settings for
you, because you're watching this video. You don't need to do that. You don't want Google making decisions for
you, especially when it comes to how much money you're going to be spinning. So let's go ahead and create a campaign without
any goals or guidance. And then we'll go ahead and click on continue,
we'll select search campaign and we'll click on website visits. They're just going to ask for you to go ahead
and put in your website URL. It's not really important since you're doing
your own research and then we'll go ahead and click on continue. So the first thing we do of course is give
our campaign a name. Here I'm just using a simple naming convention. I'm calling it search, because it's a search
campaign. Then you'd go ahead and put your offer in,
because you're only doing one offer per campaign. And then go ahead and put a number just in
case you might wind up making multiple campaigns for the same offer in the future. You can easily keep track. And now we get to make the first and arguably
most important decision when it comes to setting up our search campaign. And that is unchecking display network. We don't ever want to have more than one network
in the same campaign. So we only want to do search. If you want to do display, then you'd make
a completely separate campaign for display, mostly because we want to make sure that when
we're running our tests, we can clearly see what keyword and what ad is performing. And when you have this display network in
here, it's just a jumbled mess and you're not really going to understand what is and
is not working. So we'll go ahead and uncheck that. We'll go to more settings here and here, we're
going to be able to set our start and end dates, our campaign URLs and dramatics dynamic. There we go. Dynamic search ads. So with the start dates in a previous tutorial,
I have recommended a lot of different start and end dates, but here, based upon all of
the comments and feedback I've gotten, the best start date is actually next Thursday. And this is simply based upon, you're busy. You have other things going on. So let's go ahead and make sure that our week
start on Thursday. That way you don't have to jump into your
ads account Monday morning to figure out what needs to be adjusted. And it gives you plenty of time to adjust
for the weekends. So we'll go ahead and choose whatever the
next Thursday is. And then for the end date, you actually want
to set the end date two weeks out. The reason you want to do this, is because
Google will spend your money into oblivion. They will run up your credit card and there
will be absolutely no recourse if you forget. So this is your stake in the ground to make
sure your safety net is there in case you forget or just life happens. So we want to make sure that Google doesn't
run off with our money. So let's just put it two weeks out. You can always extend the end date or turn
the end date off all together. And the next one we have is campaign URL options. You're actually going to skip this one. This one is an advanced setting. And unless you've already got a Google analytics
geek working for you, or you have your UTM parameter set up, if that didn't make any
sense, then you definitely want to skip it. If you want to learn more about Google analytics,
UTMs, which is the first step to what you're looking at here, I'll link up to a detailed
tutorial in the description. This next option we have is dynamic search
ads. And we're going to want to skip this. You always want to make and write your own
ads. The only time we are ever going to let Google
decide what our ad is, is when you're using merchant center for shopping ads on an e-commerce
site. Other than that, you always want to skip this,
no matter what type of campaign you are using. So next we have our targeting and audiences. So this is actually going to be very important,
depending upon the type of business that you have, starting with locations. So when you're working with locations, you're
pretty much always going to want to immediately click on advanced search. And here you're going to be able to drop in
the specific locations of where you want your ads to show up. So we're going to click on add book locations
here. And here's a general rule of thumb, depending
upon where your business is. If you're doing business internationally,
then you're going to want to make one campaign for each one of your countries. This is because every country is different. So if you're advertising to three or four
countries, you can have three to four campaigns for that specific country. It's okay, if your keywords and your website
and your ads are the same, you just need to segment it by country. If you're in doing business in just one country,
then you want to list out all of the States, territories, and provinces that you want to
target. And then if you're regional. So if you're doing business within a state
territory province, then you're going to want to target by cities, neighborhoods, and counties. Then if you're a local based business, you
definitely don't want to use the radius feature. You want to type in the specific neighborhoods
or specific zip codes of who you want to have your ads appearing in front of. So depending upon which one applies to you,
that's what you're going to enter inside of this box. Here I'm going to pretend like we're doing
a national campaign. So in the U.S, so I'm just going to enter
in all 50 States and go ahead and click search. You'll see it's 51 because I'm actually including
the United States, a country as a whole. And I'll go ahead and click on target all
and save. So now we're targeting every single state
inside the United States. We do want to click on location options, because
there's something sneaky in here that can actually wind up wasting some of your ad spend. And that is under target. You see right now by default; it says people
in or who show interest in. Now, I don't know about you, but I have no
clue what that means. And I don't care if someone is interested
in the particular place that I'm advertising, I need them to be in that place. This is going to be extremely important. If you are local or regional, if you are on
a national or international scale, probably not as important, because we're targeting
the entire U.S, but here, we're just going to make sure that we only show the ad to people
who are physically in the location that we want. And after that, we're good to go, for languages. You typically want to just have one to two
max, choose the primary language of your ideal customer and move on. Typically, Google hasn't already figured out
for you. This is one of the few instances where you
can let Google get away with what it has there by default and next we have audiences, and
this is something you're going to want to completely ignore for all of your search campaigns. Audiences are great when you're doing YouTube
ads and display network. When it comes to Google search, they are not
the best way to go. Using keywords is the best way to go. So we're going to skip and use it for discovery
ads in the future. Now, our last set of settings here is going
to be dealing with our budget and bidding. And this is where we really need to be careful,
because Google makes a lot of suggestions here that might be in their best interest,
but not yours. So first thing we have is the actual budget. So this is how much you're going to spend
per day. If you come to the section and you see it's
giving, asking for a lifetime budget, that means you made a mistake when setting your
start and end dates, and you need to go make sure that you didn't select a lifetime campaign,
because a lifetime campaign, when it ends, it actually ends, which is very frustrating,
if you find that your campaign is working, you want it to keep going, not have to duplicate
the campaign and start over from scratch. So here's just some quick math on how many
clicks or website visitors you can expect based upon different daily budgets. Here I'm just going to go with 10. And of course, Google immediately says, Hey,
you're not spending enough money. Well, you know what? We're just going to say, that's okay, because
you can always increase the amount of money that you are spending. So Google is almost always going to tell you
to spend more or let them handle the bidding and budget. And you just don't want to do that, because
it's your hard earned cash. So you need to keep control over it. Speaking of control, here we go again. You'll see, there's a green check box, letting
you know that you have chosen the best bidding strategy, that for what you're trying to do,
which means that you need to ignore Google and take some control. So we're going to go ahead and click on select
a bidding strategy and click down to manual CPC, which means we tell Google how much we
want to pay per click, as opposed to Google telling us how much our clicks costs. Now, there is a lot of value in some of these
other ones that you're looking at after you figured out what campaigns, landing pages,
product pages and keywords work. Once you have something that's working, Google
is amazing at optimizing it, but they absolutely stink when it comes to starting out of the
gate. So when it comes to out of the gate, we need
to do manual CPC. And of course, Google has one more trick off
their sleeve. They're going to automatically check this
box, help increase conversions with enhanced CPC. No, we don't want that. Of course. Now Google is telling us that we're going
to have a lower performance, but that's okay, because we can come back and enable enhance
CPC later on after we know what keywords actually work and what keywords make sense to pay more
for. So we're just trying to save our money and
figure out what works before we start letting Google use their black box to essentially
drive more traffic for us. So here are a three final settings, conversions,
ad schedule and ad rotation. So first we have conversions, which you need
to skip, unless you have a marketing geek like myself, who set up a bunch of micro conversions
for you. This can become an absolute mess. So if you're just getting started, please,
don't mess with your conversions. Next, we have our ad schedule. You only need to add an schedule, if you only
want to run ads during your store hours, or if part of your sales process has sales calls,
and you need to be able to call your prospect pretty much when they see your ad. So if you don't want to be on the hook call,
making a 12:00 AM call, then you're going to want to make sure that your ad schedule
is set your ads on showing up during times when you're not going to answer or make sales
calls. Finally, we have ad rotation. And this is yet again, where Google is trying
to take the reins and control how our money is spent. And we're going to say, no, that's okay, it's
our money. We're going to spend it, how we like, and
we're going to click on, do not optimize. So what this will do is it will rotate evenly
the traffic between your ads and what this will allow you to do is clearly see which
ad is better, when you optimize, Google essentially tries to figure out on its own, which ad works
better. But 9.9 out of 10 times, we found that it
does a really crummy job of doing this. So we pretty much always put on rotate indefinitely. And you, like we said, in our messaging section,
We'll put it on rotate indefinitely because you always need to be changing and checking
your ads anyway, that's a large part of what running a Google ads campaign is. So you don't need Google to take this part
over for you. And that does it for all of the actual settings
for your campaign. So next we have our ads and our keywords. So we're going to do some ads. We're going to do some keywords and then we're
going to go back to ads. So the first thing we'll do with our ads is
choose our ad extensions, because ad extensions typically go across the entire campaign as
opposed to an ad group basis like our ads, which is why we can choose them here. So if you've done anything with Google ads
in the past, you will already have some ad extensions here. So we'll start with site links. So you can click on site links. You'll be able to see all of the site links
you've created in the past or you can click on create a new site link extension and enter
your site link information. The site link text is always going to show
up whenever your site links appear, and then you have your optional description lines. It's very important that your site link text
is independent of your description line. And then you'll go ahead and have your final
URL. You will need to make at least two of them
for them to be activated. They have some advanced options here where
you can choose time of day or device preferences. But when you're just getting started, go ahead
and leave that alone. I'm going to click cancel. Since I've already created some site link
extensions, and then it will go down to call out extensions. And these are the text extensions that will
show up below your description and they are not clickable. Again, you need to have at least two of them
and there's a 25-character limit again. So we'll go ahead and skip the advanced options. We'll get fancy later. And then finally we have call extensions. Now this is something that's going to take
a little bit to set up, because you need to verify your phone number with Google, but
this is the one place where you probably do want go through the advanced settings. If you don't want people calling you when
you're at home. So you probably want to set this up. So it's during business hours, if you decide
to use a call extension and these extensions by the way are at Google's discretion. So what this means is you don't get to choose
whether or not these extensions show up. Google will decide for you whether or not
they show up and there's no penalty for having them. So you might as well have them because when
you get higher in your rankings for your ad, you'll have a higher probability of these
extra extensions showing up. And this is just a quick list of the other
extensions that you can play with and go through. So we'll go ahead and click save and continue. I've chosen a couple of site links and call
out extensions to use across the entire campaign. And now we're actually ready to start making
our ad groups. Now, before we dive into all of the keywords
we're going to be using and how to separate them, we need to quickly talk about the different
types of keywords, because there's actually different things called match types. And so we have our broad, we have broad modifier
phrase and exact. So all this means is if you think of it as
a funnel, broad means Google is going to try and match your ad to almost every search under
the sun. So we actually don't want to do broad match
keywords, because that means that you're essentially telling Google, Hey, anything that's remotely
related to this keyword. I want my ad to show up. So we're actually going to use phrase and
exact. So phrase means that some combination of the
keyword search term that you've entered needs to be in the actual search. So this ensures that your ads are only showing
up for search phrases that actually make sense for your business and exact match, means when
you put in your search term or your key word, and someone has to type in that exact phrase,
in that exact order, in order for your ad to show up. So the exact match you're going to get a very
low impression rate, which means your ads aren't going to show up very much, whereas
phrase, you're going to get a lot more traffic. So I just wanted you to quickly touch on that. We can spend an entire video on how to use
them, but let's save our dollars. Let's be focused, just do phrase match and
exact match. Now these are the keyword templates that we're
going to be using for this campaign. I'm going to continue the example of a PPC
agency. So I'm going to use location plus service,
location plus profession, and then shopping around, if you were doing e-commerce, you
would be doing shopping around and then having ad groups that specifically describe the products
that you are offering. So our first ad group here is going to be
location plus service. And I'm going to go ahead and type in Seattle
PPC management, AdWords consultant, even though it's not called AdWords anymore, people still
search for ad words and SEM search engine management, marketing, and then for the exact
match, I'm actually going to put it in twice. So going to put Seattle in the front, and
then I'm also going to put Seattle on the back. It looks like I made a little spelling mistake
there. And the reason that you do this is because
Seattle PVC management with exact match is different than PPC management, Seattle, because
it's an exact match. And the way we tell Google that it is an exact
match is by putting brackets. So you'll see that there are quotation marks
around the key word, that tells Google that this should be a phrase match. Now, if we wanted a broad match, we wouldn't
do anything. We would just paste in the keyword and that
means broad. So that's how we differentiate our different
terms. And then you also have the ability to get
some more keyword ideas. You can come over here to the right hand side
and type in something very general and very broad, PPC management or a mountain bike. And then you can go ahead and go through these
different keywords and see if any of them make sense with your ad groups. So for your ad group, you don't want to have
any more than 10 unique ones. So that means you're going to have a total
of at least 20, and that means 10 phrases. And then their version of exact match. If you want to get fancy and try switching
up some of the word order for your exact match, you can, but that's not necessarily required. So with that, we're done with our first ad
group, let's go ahead and make ad group number two. And for here, we're going to do location plus
profession. So we're just making a slight change to our
keywords here. And then we're going to go ahead and drop
them in again, as phrase, and then as exact, you'll notice that there aren't very many
key words that I'm dropping in here, because you don't need that many key words. We're being very broad with our key words. So we're going to get a lot of traffic and
the search terms report is going to be very helpful after we've started seeing traffic
come in to actually know whether or not these keywords are working. Again, we can go to the right hand side and
type in a general term to get some more ideas. So in this particular instance, I could try
PPC advertising agency or advertising management or advertising company, because I don't have
anything about advertising in my current keyword lists. And then finally, let's go ahead and make
our last keyword group. And here we're just going to be targeting
people who are shopping around and we'll drop in our keywords there, you can always pause,
timestamp table of contents. If you want to take a closer look at the keywords
that are being used, but this is really as advanced as you need to be when you're first
getting started. So here I just have best PPC management agency
and top PPC agency and Seattle. So I'm just trying different things to see
which one sticks, because after a week or two of running traffic, we'll actually start
to refine and figure out which combinations of keywords actually get us the best results. And then we can worry about optimization and
finding more keywords in our search term report. And of course we can always check out what
Google has to offer here. And one last step we save and continue. You probably noticed we've been skipping our
bid. So when we were setting up our campaign settings,
we made sure that we took both hands on the wheel and told Google, no, we want manual
CPC. So here is where we're going to set how much
we're willing to pay per click. So you're paying per click. You're not paying every time your ad shows
up. You're not paying every time someone makes
a sale or someone gives you their contact information. This is just as basic as you can get. Every time someone clicks, you pay, the best
place to start is really 2 or $3. So I'm going to put $2 here, Google after
a week, we'll actually start to tell you whether you need to spend more or you're okay spending
less, you'll see on the right hand side, it will start offering some projections of how
much they think it's going to cost. But 9 out of 10 times, these projections have
nothing to do with reality. So definitely take them with a grain of salt. So I'm going to go back up here, add $2 per
click. You'll see our average CPC for advert number
two, went to 18 cents, which I know for a fact is not true at all. And then we'll go up here and enter $2 per
click again. So all of our ad groups, the default bid is
$2 per click. Again, as traffic comes in, you'll actually
start to adjust on a key word basis, how much you're willing to pay based upon the actual
results you get. So let's go ahead and scroll back down and
click save and continue. And once we do, we're on the homestretch here,
you're still watching, go ahead and hit that like button. We're going to create our ad. And what I recommend is having two text ads
and totally skipping the responsive ads for now, responsive ads are still in what I consider
beta, even though Google doesn't say they are, because they don't show up all the time. And as you'll see, they want a ton of different
headlines. So it makes it an absolute nightmare to figure
out what headline is actually working. So we'll come down here and you'll just enter
in your three headlines. You'll see headline number three and description
number two are new, which means they're probably not going to show up, something Google is
experimenting with. So you have 30 characters for your first two
headlines, and then you have 90 characters for each one of your descriptions. Your URL path is a great place to create some
urgency around your ad. So I'll go ahead and skip ahead to filling
in all of the headlines display URL path. And of course the two descriptions. So this is what it could look like on mobile. You'll see free audit ROI driven about us
account ownership. Those are site links. So on mobile, they're just going to show up
as a link, where on desktop, you'll see that there could possibly be some description. And then you'll see underneath strategy call
and account review today, we have Google partner, ROI driven, contract free and account ownership. Those are the call out extension. So this would be an ideal scenario where for
some reason, Google things, our ad is just amazing and they want to show everything we
have. Typically, you're not going to get all of
that real estate, especially when you're just getting started. And this is all we need for our ads. So we can go ahead and click on done and create
next, the best way to figure out what on earth to put for your headline and your description. And even your site links and your call outs,
is of course, to take your keywords, type them into Google and see what results are
actually showing up for those search terms to get some inspiration, keyword inspiration,
not copying. And the display path is a great place to have
things like free limited time or book or start now. So something to create urgency in your ad,
because you can get away with being a little more urgent than you can in your headline
and your body copy. Of course, Google might catch on eventually
and be a little more strict, but for now, we'll use the ad display path for urgency. So we have our first ad. We'll go ahead and create our second ad here. I actually recommend pretty much doing everything
the exact same. You'll see the only difference here though
is in headline one, we've added some brackets. So you'll shift bracket to create these special
brackets and you'll want to type in key word, capitalize the K and the w and then the colon
and then your actual title. So essentially what this is telling Google
is to take the search term and make it your headline. And then if the search term doesn't fit in
30 characters, then go ahead and go with your normal headline. This is a great way to sit for a simple and
easy split test. And so in our particular example, someone
typed in Seattle PPC management, instead of honest, PPC management, the ad would actually
read Seattle PPC management. So it's a great way to actually enter that
conversation in your potential buyer’s head and actually have your ad match exactly their
vernacular of how they type things in or how they're doing their search. So it's a pretty Ninja cool thing and it's
really simple to do. And you also don't have to come up with a
bunch of different headlights. You can just start testing. So we'll go ahead and Dunham create next. Then it's going to ask you to make this responsive
search ad. And as we go down here, you'll see that it
wants a bunch of different headlines or a bunch of different descriptions. Just don't do this, because Google's going
to rotate things and you're not going to know which headline or which description combination
is working the best. And it's just a nightmare to try and analyze
and figure out what's actually working. So we'll go ahead and click on cancel and
to save us some time. We're not going to make text ads for the next
two ad groups. We're just going to go ahead and go through
and click cancel on both of them. So here we've only made two text ads for our
first ad group. The next two ad groups are blank, and we'll
go ahead and click save and continue. And we can celebrate, because we've finally
set up our campaign. So it's going to start next Thursday. It run for two weeks. We have it to 50 States and all of the United
States, $10 a day, manual CPC, no campaign goal. Let's go ahead and continue to our campaign. Now the very last thing we need to do is we
have two ad groups that have no ads. And the reason we did that is because we didn't
want to have to go through typing things twice. So we're going to come over here to the left
hand side and click on ads and extensions and select all two of your ads. So you can see the two ads that we made here,
and then we'll select edit, and we will copy, command C or control C also works. And then we'll wait for this little message
at the bottom to tell us that two ads have been copied. Even if you're using hotkeys, you need to
make sure that this little popup shows up. I can't count how many times I didn't give
the platform long enough to actually do what I wanted it to do, which is actually copy. So once you have that, you're good to go. We can go over here, click X, and then we
can immediately click on paste. And this little popup will show up with all
of our campaigns. So we'll go ahead and select the campaign
that we're working on. And then we're going to select the two ad
groups that we don't have any ads for. And we'll go ahead and click on done. Now, before we hit paste, we do need to check
that box, if it already exists in destination, create duplicate. For some reason, we found that in some people's
accounts, even though the ad isn't in those ad groups, sometimes it says that it already
is, and it won't duplicate. And it won't create the actual copy. So just go ahead and check that box to make
sure that it does, we'll click on paste. And now, as you can see, we have our two ads
across all three of our ad groups. So we'll go back to our campaign at the top
here. And congratulations, you have created your
first Google search campaign. You are ready to go, let this run for two
weeks and then come in here and start looking at your impressions and your cost per click. And your goal here is to figure out what keyword
do you think is going to give you the best results and what ads are getting the best
click through rate. You'll pause the ads that aren't working and
then create another ad. So you always have at least two ads running
inside of each one of your ad groups, because you're always testing for improvements. So thank you so much for watching. I sincerely hope you have a lot more confidence
when it comes to putting together your search campaign, comment below, if you have any questions
and as always, keep building the business you love.
