Google Ads Tutorial 2021 (AdWords) - Step-by-Step [COMPLETE Course]

what's up my name is simon and in this video i'm going to show you everything you need to know to successfully start running google ads this is probably one of my most valuable videos so far because what i'm going to be teaching you in this video is something that i paid a lot of money for to learn through courses from people who are making over a hundred thousand dollars per month in profit using google ads and now i'm giving it all the way for free in this video this is a complete a to z guide a step-by-step course on google ads so if you're looking for a video showing you exactly how to set up your google ads correctly so you pay as little as possible for the most amount of customers as possible then keep watching this is the perfect video for you and if this is the first time you're watching one of my videos then welcome to my channel my name is simon and i create videos about how to grow your business using real strategies in my videos you always get the best information i'm never holding anything back so if you want to see more videos just like this one then subscribe to the channel so you don't miss any upcoming videos now i know that setting up your first google ads can be quite intimidating because eventually you're spending money on advertising so if you don't set it up correctly you might end up losing a lot of money so i highly recommend to watch this video all the way through so you really understand how google ads actually work and how to set it up correctly i know this is a bit of a longer video but i promise you that by the end of it you know more than 90 of everybody who's actually running google ads and you'll be saving a lot of time money and energy in the long run also at the end of this video i'll share with you some pro tips on how to lower your cost per click and increase your conversion rates so you make more money so let's not waste any more time and get started right away all right welcome on my computer before i get started with the actual tutorial i want to get a couple of things out of the way so the first thing is that if i talk too slow or too fast you can always change the speed of the video just go to the bottom right of your video screen to the video settings where you can change the speed to 1.25 if i talk too slow or to 0.75 if i talk too fast for example and also i'm leaving timestamps to all the topics i'm covering in this video in the video description below um or you can just hover over the progress bar of the video and then you also see the topic that i'm talking about in that specific part of the video so if something you already know or you just want to skip or you want to come back to a certain part just hover over the progress bar and then click on the part that you're looking for and also if you have any questions throughout the video make sure you leave them down below in the comment section because i really tried to go in the comment section and then answer your questions there so make sure if you have any questions just leave them down below in the comment section and maybe also some other people who know google ads will come and help you out this can be like a community section below in the comment section so we can help out each other um also if you find this video helpful at any point feel free to give this video a like because it really helps out the video so more people can find it and it also helps on my channel so i can create more videos for you guys so with that being said let's get into the tutorial all right so the first thing i want to talk about is how google ads actually work and why they are so powerful i know many of you already know this but i want us to all start at the same page and i want us to talk about the same things later on in the tutorial so let's say i'm in the market for a new wooden watch because my friend likes wooden watches i want to get one for him for his birthday so i go to google and i type in wooden watch wooden watch is my keyword people type in keywords into the google search bar and then google gives me search result based on what i type in the search bar so these are the search results that come up for me personally when i type in wooden watch so when we take a closer look at those search results we notice that here in the front of the url that comes up is add so it says add in front of the url which means that somebody paid to appear here on the first page of google when somebody types in wooden watch the same thing with the second search result it also says add when we take a look at the third search result you see that it doesn't say add in front of the url which means that this one is an organic search result so nobody paid to appear here on the search result the person who owns this website is just or this website is what google thinks is most relevant to my search here to my keyword that i typed into google so here for this specific keyword we have two ads and then we have the first organic search results when you go to the second page of google or when you scroll all the way down on the first page you might see even more ads or on some pages you also see shopping ads where you see specific products on the top of google but in this tutorial i'm going to show you exactly how to set up one of these ads here so how you can pay to appear in front of people when they type in specific keywords that are related to what you are offering to your specific product now why now what happens when somebody clicks on your ad so what happens when when i would click on this specific website well for me as somebody who's just looking for a wooden watch i don't really notice that this is an ad because i will just land on the online shop of this specific website which is true and then i can go and i can buy my watch but for the advertiser who put this ad here they will have to pay for my click so with every click that gets with every click that this ad gets they might pay 50 cents they might pay a dollar they might pay two dollars or even four dollars depending on what they are bidding and depending on what google says and they should pay but more on on how this works with um the how much you have to pay per click later in the tutorial so let's say he he pays one dollar for every click that he gets on this ad so um for 50 clicks he will pay 50 dollars but let's say every 50 clicks one of those people who clicks this uh this ad will buy a new watch and um for every watch that this store sells they make a profit of let's say eighty dollars so with every 50 clicks they have to pay fifty dollars to google but they make eighty dollars back because they sell a watch so they have a profit margin of thirty dollars that's how you can um that's how you can do good paid advertising on google and profitable advertising you just have to make sure that you you you get more back from the customers you get from your clicks than what you have to pay for your clicks and throughout the tutorial i will show you how to get the lowest cost possible for your clicks and the highest conversion rates so why are google ads so powerful well the reason is because there are there is there is buyers intent behind specific keywords so when we compare for example facebook ads with google ads it's an entirely different thing because on facebook let's say i'm just i'm bored i go to facebook i scroll maybe i want to see what my friends are doing maybe i want to see some funny cat videos so i'm not very likely to go ahead and buy something so when i see an ad of a leather watch i'm not very likely to actually buy it but with google when i type in modern leather watch i'm ready to i'm actually interested in the modern ladder watch and probably in the market for it or when i i type in a modern leather watch store something like that then i'm very likely to want to want to find a store and then i want to spend money at that store so these keywords are very valuable so you can really put your offer your service your product in front of the people that are actually searching for what you're offering that's why google ads are so are so powerful and in this tutorial i'm going to show you how to set up a google ad for those specific keywords that are related to the product or to the service that you are selling all right so now that we understand how google ads work let's get ourselves a new google ads account i highly recommend that for each business or each store that you have you set up a new google ads account to really not mess things up with your other products if you have multiple businesses so what you can also do is if you type in something like google ads 100 credit something like that then you maybe you find some kind of google ads voucher where you can get some free money basically when you spend like 150 here google gives you another 150 to spend on ads so basically i'd get free traffic this isn't only it isn't available in all countries so you can see here it's only available in the united states and personally i live in switzerland and i didn't find something like that for me the only thing i found is maybe sometimes i get ads from google and then they offer me like 100 swiss francs um so uh make sure you maybe check if this is available for your country but personally i'm just gonna sign up with for a new google ads account without any of these benefits here so i'm going to click on start now and you have to have a google a google account so you have to have a gmail account in order to sign up for google ads but if you don't have a gmail account yet don't worry you can just create a new one right here all right so this is what you see when you first log into your google ads account as you can see here google immediately wants us to set up our first campaign and set up our first ads and before we do that we're going to quickly look at how our google ads account is set up because this is something it took me a long time to understand but once i understood how my google ads account is set up and how everything is actually structured it made life so much easier so i really want you to understand this and i'm gonna keep referring back to this graphic right here to make you really understand of how your account is set up and how to structure your ads correctly so what we have done just now is set up our google ads account and the next layer is campaigns so your google ads account can have multiple campaigns you can have search campaigns uh you can have shopping campaigns so different types of ads you can have different campaigns for different types of products as well so this is the first layer how you can structure your ads so before we go further into ad groups and actually ads we're going to quickly create our first campaign and then i'm going to come back to this and i'm going to explain further how ad groups work and how different ads and keywords work um for an example for this tutorial i'm going to create an ads for an online store selling oximeters an oximeter is something i sold last year which is just a product that you can put on your finger and it will just then tell you your oxygen saturation in your bloodstream and also your pulse so this is something i sold through google ads last year and since i closed down the store so i'm going to use this google ads account later to show you some more strategies and tactics and i'm also going to use this as an example to start a new google ads account so let's go back to our google ads account and the thing you see right here is google tries to kind of guide you through um setting up your first campaign this is really for people who don't know what they're doing so what we're going to do is we're going to scroll down and we're going to click on switch to expert mode because this will give us the full control over our campaign so click on switch to expert mode and then we get to the next page where again google tries to guide us through setting up our campaign so they ask us do we want to have sales leads website traffic what's the goal of our campaign but again here we're going to click on the bottom right where it says create a campaign without the goals guidance because this again will give us the full control over our campaign so click here and then we can decide on what type of ads do we want to set up we already seen this search ad right here which is if you type in the keyword in google and then you see these text ads where it says add in front of it this is a search ad and this is exactly what we're gonna set up you also have other possibilities like for example these right here are shopping ads that go directly to a specific product and this is a bit more complex to set up and i'm not going to cover it in this video um so this is shopping ads right here you have to set up merchant center and all that kind of stuff so we're not going to do that and also display ads um it's not really buyer's intent traffic because this is similarly like facebook ads where people just scroll through a content page where they consume content and then they will just your ad will just pop up um so there's a lot less buyers intent behind people seeing your ads you have also video ads to put on youtube app ads if you were selling an app and so on but again we're gonna focus on search ads they are pretty much the most easy and most straightforward to set up and also one of the most powerful ads so click on search ads and then um what's the result we want to get so we want to get traffic to our website we want to get clicks that go to a landing page maybe to a page where you have a contact information if you maybe a lawyer's office and you want to get new clients um so whatever you want to send people to you can click on website visits and then you can type in your website so let's say for example my website is um oximeter store dot com forward slash uh fingertip um oximeter so i'm going to send them directly to the product page and as you can see this website doesn't exist i don't know if somebody owns this website actually it's just as an example so then you can click on continue and now we can give our campaign a name so what we're going to name the campaign is search campaign because this is a search ad search campaign and then i'm also going to put skag which is short for single keyword ad group because we're going to uh we're going to target a specific ad specific keywords um with our ad groups but more on that later and this is version one because eventually we're gonna have multiple versions and then the next step is networks here i would recommend if you're starting out just untick both of these if you don't get enough traffic later on you can come back here and enable search network this is kind of other websites that also offer search networks they also are able to show your ads but in the beginning i only want to show up on the google search traffic so i'm going to untick this and also display network i would always untick display network because again this is not really search intent traffic or buyers intent traffic so take untick both of these and then you can go to shore more settings you can also give your ads a start and an end date so maybe you want to set up ads for next month and you're not going to come back into your ads account but in my opinion that's really unrealistic because when you set up paid ads you're probably gonna come back to your ad account at least once a week um so in my opinion i'm just gonna always start it from now i'm gonna do everything manual so i'm gonna start it manually i'm to end it manually so start date is today and then end date none if the ads don't work i'm just going to turn it off manually and i would highly recommend to do that as well don't just leave your ads running for like weeks without checking them because your credit card will just be charged and you don't even know if your ads actually convert so um yeah then campaign your options we're going to skip that dynamic search ads it's also we're going to skip it uh schedule if you only want to have your ads show at a specific time you can enter the time frame right here but i don't really care when people buy from my store so i'm just going to leave it as it is right here then targeting an audience this is important so depending so where are your customers if you are selling to the united states then obviously you want to change because i live in switzerland it's by default says switzerland but for example i sold these oximeters to the united states so what i would do is click on enter another location and then i type in united states and then it will only show my ads to people in the united states you can also maybe if you're selling also to canada you can also add canada right here but make sure that you only um target your best customers like um if you can't ship to maybe the uk then you don't want to have your ads shown to people who live in the uk so let's say i only want to advertise to united states so i'm going to choose this and then i always go to location options as well and here i make sure that i choose this one here presence people people in or regularly in your targeted locations because by default it's presence or interest and if you take this right here which is which is by default recommended it will also show your ads to people who are interested in your country you're interested in the united states and i only want people who are living in the united states because i need to ship my product to the united states so i'm going to choose presents right here and then exclude this is correct by default and people in your excluded locations so everything that is not the united states the ads will not be shown to those people then language this should be the language of your customers obviously so this is english this is fine for me then audiences um this is only if you already have audiences so we're gonna skip that we're to not going to need that then budget and this is how you will pay google for showing your ads for the clicks that you're getting from your ads now i would choose the currency that you intend to pay google with so in my in my um example i live in switzerland i pay with swiss francs so i'm gonna leave this as swiss francs um if you live in the united states then choose united states dollars but as next for this tutorial because it makes it easier i'm going to choose united states dollars but make sure you choose the the currency that you are intend to pay in then we can also define our budget so how much do we want are we willing to spend so this is an upper limit so let's say we are not willing to spend more at the beginning maybe like ten dollars um so i don't wanna spend more than ten dollars per day on average so i'm gonna set my budget to ten dollars per day now this this doesn't mean that google might um will only spend ten dollars per day sometimes google will spend more than ten dollars sometimes google will spend 15 but overall on average google will not spend more than 10 dollars per day on average so google will not spend more than 300 30 30 days in a month 30 times 10 so don't be surprised if it will spend more than ten dollars because sometimes google things okay the conversions are better on monday so i'm gonna spend more on monday um so i would start with i don't know at least ten dollars because you need to get some traffic you need to get some clicks in the beginning um to be able to optimize when you only do like one two three five dollars then it will take a long time until you get enough data so you can optimize your ads because in the beginning you will probably not be profitable with your first ads because you have to optimize you have to find the audience that will convert the best you have to find the best ads you have to find the best keywords and that's why i would even go to twenty dollars to start out so let's do 20 and then let's move on to bidding now this is also a big topic so this is the way that p that google will charge you for the clicks that you're getting on your ads so you can have different bidding strategies for ex uh as beginning it makes sense to keep this on clicks because we in the beginning want to get data we want to get click so we can see what clicks will convert into customers what clicks will convert into sales so normally you can you can just keep this on clicks as beginning and then also you want to set up conversion tracking and i'm going to leave a tutorial down below in the video description that will show you exactly how to set up conversion tracking using google analytics so you can see exactly what clicks actually result in a sale in a new customer so um and then when you have set up conversion tracking you can change this one to conversions and then google will optimize your clicks um so that you get as many conversions as possible because eventually that's what makes you money and then you can also set a max a maximum cost per click bit limit now before we set this i want to explain to you how the bidding system works because this is something a lot of people don't understand but it's something that is quite important to understand in my opinion so we have now set up our campaign let's move on here then so the price that you pay for each click is a formula so it's the ad rank of the person below you divided by your quality score plus one cent now i know this sounds very complicated and you you're not understanding this right now but bear with me here i'm gonna explain everything so let's say we have four advertisers they all advertise on the same keyword so let's say um fingertip oximeter they all advertise on that specific keyword now every advertiser can define a max bid so this is what we can define here so let's say our max bid what we are willing to pay the highest price we're willing to pay for a click on our ad is two dollars we'd never want to pay more than two dollars for a single click so let's say we are advertised number one here then advertiser number two he sets this to four dollars advertised number three to six dollars and advertise number four to eight dollars these are our max bits for our clicks now another thing that you should become familiar with is the so-called quality score this is very very very important for google ads google gives your ad a quality score from 1 to 10. 10 being the highest being the best one being very crappy so while google is showing your ads they will kind of track what will happen afterwards and then they will kind of develop a quality scope for your ad the quality score depends on your landing page one sec let me let me drag myself to the left side here the quality score depends on your landing page experience so are people actually staying on the page that you're sending people to how long are they staying on the page are they scrolling are they clicking on things so this is the landing page experience this shows google that people are actually finding what they're looking for google cares about relevancy they want to keep their people on their search platform and they will do that by giving people what they want so the landing page experience is very important then add relevancy if you in your ad have the exact keyword that people are looking for you will get a high quality score for because you have high ad relevancy so for example if i type in wouldn't watch right here and then it says then it says wooden watch right here i don't know if you can see it um then i will get a high relevance high relevancy because i i'm crafting the ad for the exact keyword that people are looking for so that's also very important and then expected click-through rate so when people when google shows your ads to a hundred people and then let's say three of those hundred people click on your ads and you have a three percent click-through rate now you want to get the highest click-through rate possible because google wants to make as much money as possible so they want to have people actually click on the ad because they only make money when they click on it because we as advertisers only have to pay when people click so you want to increase your expected ctr which is click through rate and you do that by making your ad as relevant as possible so use the exact same keywords as people search and also make it as big as possible take the most amount of real estate on google so that people um are much more likely to click on your ad but i'm going to show you everything in this tutorial how you'd actually do that so this is quality score and now um now there's ad rank the ad rank will decide on where your ad will show up the the person the advertiser with the highest ad rank is the person that will get the best place on google so um here for example let me drag myself to the right side again this person right here has a higher ad rank than this person right here so this is a better place on google and this is exactly how google defines where your ad will be placed the person with the highest ad rank will get the best placement now how does google define your ad rank so it's actually a formula it's max bit times quality score so your max bid for advertise number one is two dollars quality score is 10 because they have very good ads very high relevancy and very high expected ctr they get an ad rank of 20 which is higher than in other advertisers so they get the first place on google advertise number two is max bit four dollars only has a four out of ten quality score so 4 times 4 is 16 so they get an ad rank of 16 so they are below this first advertiser now and this is all google needs to define on how much you have to pay so again let's look at the formula on the top your price so the actual cpc the actual cost per click is the ad rank of the person below you so for advertiser number one it would be 16 because this is the ad rank of the person below advertised number one so 16 divided by the quality score of u so of the advertised number one 16 divided by 20 plus one cent um so then this will be the price as you can see 16 divided by 10 16 which is the quality score the ad rank of the person below you divided by your quality score which is 10 and then plus one cent and that will be 1.61 so every click you will pay 1.61 now advertiser number two will have to pay um 12 12 which is the ad rank of a person below 12 divided by four plus one cent which is three dollars and one cent so you can see even though the advertise number one has the better ad the better ad placement the more prominent place on google they have to pay a lot less than purse number two and pers and advertise number three pays even more they pay four dollars and one cent even though they um even though they have a worse place on google and the reason is because they have such a bad quality score so the thing you should get out of this is to increase your quality score as much as possible you want to have the highest quality score possible so um when we go back here you want to have the best landing page out of all advertisers you want to have the best ad relevance and you want to have the highest expected ctr that's how you get on the front of the google in for in front of the google search results and also uh you pay a lot less than other advertisers which will increase your profitability by a lot it can may it can mean the difference between being profitable and being unprofitable so quality score extremely important so let's say if i covered everything here perfect now let's move on to our google ads account so now that you understand how bidding works let's set our bid let's say our bid is i would start out with like a dollar this is a pretty good bid depending also on kind of what you're selling but i'm gonna start with one dollar it doesn't mean it's gonna spend one dollar but it's just what you are willing to pay as a maximum now um let's move on let's go to show more settings conversions obviously you want to set up conversion tracking really import i'm going to leave a tutorial down below in the video description after this video you can set up conversion tracking really important add rotation i'm not going to bother with that now add extensions also very important i see a lot of tutorials on youtube just skipping ad extensions but ad extensions is what can boost your like google says it itself get your uh get up to 15 higher click-through rate using google extensions uh ad extensions so what are ad extensions these here are ad extensions so this ad as you can see is quite large because they use ad extensions this one right here for example is a cycling extension this is just a deep link going into directly shop men's best sellers they go to have a page where they have their best sellers and they have a specific link that goes directly to that page and then they have women's watches watches under 100 shop wood and rubber so um they have added those extensions which makes which gets them more real estate here on the first page of google and tests show that the larger your ad is the more likely people will be to click on your ad which will increase your your ctr your click-through rate which will increase your quality score which will decrease your cost per click and increase your profitability so you have to use um add extensions now which ones should you use so you have those structured snippets which is just more words right here and by the way you don't worry like people are not gonna read this right here people are just gonna glance over what they're seeing here and if they're seeing like some keywords that they are looking for they will click on their ad if you're um like you don't have to be grammatically perfect right here or if the sentence isn't really perfectly structured don't really worry it's just about getting the most real estate and kind of the most clickable ad okay so adding extensions very important to get more real estate on your ad so what extensions should you actually add so there are a lot of possibilities the cycling extension like i said are like links that goes through different places on your website so what you can do is add a new sideline extension and then maybe if you have maybe a lawyer's office you can say like um get a free consultation [Music] or you can do c or our services something like that and then give a description and then also find the url should be the url that goes directly to this specific page if you only have one landing page which is what i had you can also just let's say for this for this store i had something like best oximeter on sale uh oximeter on sale or let's say number one oximeter um something like that and then i i put the same landing page right here as i have as a main landing page for the main ad and if it's if you get an error because it's the same url then just finish your ad without extensions and then come back later inside of your ad and next and then add those extensions with your landing page and then somehow it works that was the case uh for me so these are cycling extensions which again are these ones right here sometimes they're not as prominent sometimes they look like they they look like this right here so a little little very small but still it it makes your ad larger which gets your higher click-through rate okay um then call out extensions you can also add a couple of these now i would add like maybe um maybe like four to eight different cycling extensions then like ten colored extensions like um 50 off today all that kind of stuff like um also try to include some numbers in your ad and also um maybe like free shipping because all these kind of things they people like to click on numbers they they kind of gravitate towards numbers for example so this is just a kind of a little tip on the side so call it extensions you can also do these and call extensions only if you want to if you have a phone number and you want people to call you you can also add your phone number right here and you can also add more like structured snippets app extensions price extension if you want to tell them the price basically in my opinion put as many as possible google will not show every every extension that you put there but um you have the possibility that google shows it and then you get more real estate okay so we talked enough about extensions so let's actually move on okay so we have now just finished setting up our campaign settings and now we are one layer deeper which is add groups so let me go back to our overview right here we see we have just set up our search campaign single keyword ad groups version one and inside of that campaign we will set up our first ad group so here is where we're going to use a strategy that will make sure we get the lowest cost per click and the best conversions and we're going to do that by achieving the highest quality score and by creating the most relevant ads for the keywords that we are targeting so for example let's look at this ad group right here we are targeting with this ad group finger pulse oximeter so for each ad group so each ad group is dedicated to one keyword so for each keyword that i want to target i'm going to create a separate ad group the reason why is because for each ad group i'm going to create specific ads that are designed so that they are as relevant as possible to this specific keyword so let me just show you right here so when somebody types in finger pulse oximeter i want my ads to show finger pulse oximeter you your ad can't be better than actually giving your your um visitors exactly what they what they are searching so if i search finger positioner i see an ad fingerprint simulator well that's what i want to do that's the one i would click on so and that's why we um do dedicated ad groups for our targeted keywords so for the first ad group we're going to name this ad group finger pulse oximeter because that's the keyword we want to target with this specific ad group then here this is automatically put in because this is the website we want to send people to the landing page and then we have to type in our keywords now let's type in finger pulls examiner because that's the keyword we want to target finger pulls now um when i only want people uh when i only want my ad to show up when people type in this exact keyword finger pulls oximeter then i have to put these brackets around my keyword this is a so-called exact match so there are different match types in google and i'm going to show you exactly what these mesh types look like so here we have an overview of match types so there is the exact match there is the phrase match the broad um the broad match modifier the modified broad match and the broad match so here is what we have just done we have put brackets around our keyword and then people will only see my ad when they type in exactly what is in that bracket um exactly or a close variant google also shows it when people type in maybe a plural version um or maybe they misspell the word a little bit so that's something google just does you can't really turn that off but it doesn't really matter it doesn't really hurt your conversions so um only this exact word or a close variant of that word so um as an example uh as an example when somebody types in women's hats and i do the exact match of women's heads then people only see it when people type in women's heads or women's head for example because that's the singular version of hat and then there is the phrase match when you put in these quotation marks around your keyword then uh the keyword has to be has to be part of the phrase that people type in the search bar so when people type in buy women's heads then my ad will also show up and then we have the broad match modifier the modified broad match so you can put a plus in front of your keywords which means that each keyword that has a plus in front of it this keyword has to be in the search bar what people type in so here for example hats for women it will show up because hats is in there and women is also in there women is kind of a synonym or a a close variant of women's if um it would just be um let's say women let's say um i don't know pants for women then it wouldn't show up because because hats isn't in the phrase and then we have a broad match which um google also includes misspellings synonyms related searches and other relevant variations so you get a lot more traffic but maybe not the traffic you want so i recommend to only use these three in the beginning only the the modified broad match the phrase match and the exact match um so that's what we're gonna do we're gonna use the exact match right here then we're going to use the phrase match finger pulse oximeter and we're also going to use the modified broad match so finger pulls oximeter and by the way here on the right side google kind of tries to give you an estimate of how many clicks you can expect what's the average cost per click and the cost per day and my experiences isn't really that accurate so don't worry if it says only two clicks per day it's not really that accurate and also you're gonna use multiple keywords anyway so you're gonna have more clicks than that per day um so let's move on and maybe create another ad group for another keyword so we can scroll down and click on add new ad group and now let's go for the keyword maybe oxygen monitor because that's also something people are searching for when they are interested in buying a pulse oximeter so now we're going to have a dedicated ad group specifically for oxygen monitor and we're going to do the same thing we're going to do our website url we're going to put it right here and then we're going to do an exact match oxygen monitor like this can type and also a phrase match oxygen monitor you get the idea and then um once you have all your ad groups once you have all your keywords in different uh dedicated ad groups then you can click on save and continue so let me just delete this second ad group right here and then we're gonna move on with this first ad group as an example so save and continue and now we are one level deeper so now we are at the actual ads so when we go here and this is our ad group right here finger pulls oximeter we have to find our keywords that we want to have our ads show up for and now we can create our different ads which will show up when people type in these keywords so let's go ahead and create our first ad what we are creating now is what people will see when they type in our keyword so again our strategy is to be as relevant as possible so right now we are creating an ad for the ad group finger pulse oximeter so we want to have our ad be as relevant as possible for that specific keyword so let's start with the headline i'm just going to use the one that i've used on the store when i was running it so for example here i used finger pulls oximeter on sale as you can see finger pulls like similar is our keyword and um so that is relevant then headline number two will be best finger pulse oximeter headline number three will be um think a limited time 50 off because again people like numbers and 50 off so i'm also gonna put that here um google shows maximum of three headlines here you can always see how your ad currently looks like and sometimes it will only show two headlines sometimes it will show three so always make sure you put three headlines otherwise you will lose out on real estate for your ad then with the display path this is kind of a url that is displayed to people but it's not necessarily the url that your ad will go to when people click on it so again the same strategy here i'm just going to type in finger pulse oximeter because again it's most relevant google sees this is a very relevant ad i get a high quality score i get a better ad rank and overall i will have to pay less money for my clicks then with the description as well i'm just going to put the one that i have used here for this specific store make sure you you use all the characters here so 90 90 characters is a maximum here i only used 81 which is also okay but make sure to use as much as possible as google gives you here because again you want to make your ad as large as possible and again you can always go here on the right side and see how your ad currently looks like um when you have more uh ad extensions that we've talked before you will you should also see them right here and here again add things like um numbers um add things like free shipping those are all words that people gravitate towards and that people like to click on all right so now we just finished setting up our first ad which looks like this on desktop and like this on mobile as you can see here text ads we have one ad and what i would recommend is to set up at least two more ads or i would always kind of set up three ads per ad group because then google has the possibility to rotate your ads so sometimes it will show the first one sometimes it'll show the second one and sometimes it will show the third one and then you'll get data inside of your account and you can see which ad performs the best and google will will then use the best ad that's getting you the most conversions if you only have one ad right here then google can't really test your ads so make sure to go down click on done and create next text ad and then just vary around use some different words maybe um change around the headlines a little bit maybe the description also and so you can really see what actually works the best but for time reasons i'm not going to do this here in the tutorial so once you have created three ads for your ad group move on to the next ad group and so on until you have finished all your ads for all your keywords all your ad groups once you are finished click on save and continue and then here on the next page google will ask for your payment information if you haven't set it up already obviously because it's paid advertising and they will need a credit card right here so they can charge for the clicks that you're getting through google ads another tip here um also um because they have to approve your ads after you've set them up they will not run immediately they have to take a look at them and make sure you don't violate any of their guidelines and then they will approve your ads and then they will start running um for me for the first uh when i did this the first time it took like a couple of days and nothing happened so what i did i contacted a google representative i contact the staff of google and that that kind of moved things on a lot quicker so if you have the same problem make sure you just contact them and they are actually very helpful in my opinion i also had like a one-hour call with one of the representatives he kind of take took a he checked out my google ads account he told me okay you have to add more ads ad extensions you have to add more ads you have to test this and stuff so they have some good people there and um they really kind of take the time to go into your account and um and kind of help you optimizing your ads specifically for your business so it can't hurt you just contact them and ask for maybe a call it's all for free so um yeah that's just a tip by the side all right so i now switched into the google ads account that i was using when i launched my oximeter store last year i wasn't really profitable so i closed down the store again but this google ads account will kind of serve as an example here and i'm gonna use it to show you a couple of things so we have now set up our first ads and we're waiting for google to approve our ads meanwhile there is something very important that we need to do so we don't waste money on useless clicks for example when somebody types in oximeter amazon then that person who types that in will probably look for an oximeter from amazon they probably want to buy from amazon or when they type in specific brands of what you're selling that are that isn't you then you don't want to show your ads to those people because they already know where they want to buy from they don't want to buy from you they want to buy from amazon or walmart or something like that so what we want to do is we want to set up a list of keywords that we want to apply to our campaigns so that whenever somebody types in one of those keywords our ads will not show up and we won't waste money on those clicks so what you have to do is go to tools on the top here and then click on negative keyword list under shared library and as you can see here i have a general list and i have in a specific list to my product the generalist is a list that i will always use no matter what uh what product i'm selling because these are stuff like if you go in here you see this is stuff like amazon cheap china contact coupon discount drop shipping all those keywords aren't really um good they're not converting to customers for me so i'm putting them in a negative keyword list if you want to add keywords just click on the plus sign here add your keywords here so you have to do a let's say a plus and then let's say walmart for example because those people that want to buy from walmart and not from you so click on save and then this keyword will be added right here in the negative keyword list and um then when you have set up your keyword list you can go down and you can click on apply to campaigns and then choose your campaign right here i already chose all of my campaigns so make sure you choose your campaign otherwise it won't be active make sure to choose it click done and then this will be active now i have these standard ones right here can go through them real quick so you can see them maybe copy them all right so these are the keywords of course this is for a physical product store if you have like a service business or something you might want to use other keywords but another thing i want to show you because as you've seen i have two lists i have a general list and then oh sorry i then i have a dedicated list for my specific product so oximeter list these are words that i learned by gathering data from my ads so i noticed that people click on my ads people who click on my ads they type in bluetooth or choicemat or cms50f which are brands that aren't me so people who type in contact for example are looking for an oximeter from this brand so i don't want to show my ad here so what i did was i went back here went into my campaign then i went to um sorry then you go to keywords search terms and then you see what people are um what people are actually typing in what gives you clicks and as you can see here oxygen level tester um oximeter and then you find words like oximeter cvs oximeter reading chart we have omeron oximeter which is probably also a brand so i paid for a click right here and it's obvious that this probably won't convert into a sale for me so what i would do is i would copy this word right here copy and then i would go back into tools negative keyword list oximeter list and then i would click the plus sign and type in plus and then omron and then i'm just going to click on save and now this is added to my negative keyword list so whenever somebody types in this word my ads won't show up so especially in the beginning make sure to check out your search terms on the keywords right here and see what keywords you're showing up for and then then keep building out your negative keyword list which again will kind of it will avoid you paying for useless clicks which will save you a lot of money now another thing i want to show you that is very useful inside of google ads is the keyword planner especially if you need to find new keywords then you can use the keyword planner to put in the keywords that you already know and then it will give you more keywords that might be very relevant for what you are advertising so if you go to tools on the top here and then click on keyword planner then you get to this page right here you can click on discover new keywords and then you maybe type in something like um pulse oximeter oximeter and maybe something like oxygen monitor and also um okay so you can click on get results and then make sure your location settings up top here are what you are targeting so for me i would have to change this to united states so let's change this to united states united states country and deselect switzerland save then language also make sure it's the right language so this would be english and search networks google and also the time frame let's say i want to have the last the last month and then google gives me some more ideas so spo2 oximeter spo2 sensor pulse oximeter price finger pulse oximeter uh all that kind of stuff so maybe um i didn't know that i could target sp02 so maybe this would be very profitable for me so what i could do is just copy this keyword right here copy and then go back to google ads go back to my search campaign and then go to ad groups and then just create a new ad group right here with the with the plus sign right there and i can create a new ad group for this specific keyword again i can use the exact match um spo2 sensor then i could use the phrase match spo2 sensor and also the and also the modified broad match then i could click save and continue and also the bid let's say we do 75 cents save and continue and then again i would create a specific ad for this specific keyword like best spo2 sensor number one spo2 sensor spl2 sensor 50 off spo2 sensor on sale and just like we did before so let's now talk about how to optimize your ads once they are actually running so first thing you have to do before your ads are actually running is to install google analytics meaning to install conversion tracking so that with each click that your ads getting um you know exactly how many people added something to the card how many people actually bought something from you how many people gave their information how many people actually called your number whatever you are advertising so that's very important because otherwise you don't really know what keywords what clicks what demographics give you the the best conversions so make sure you install google analytics and there's a tutorial down below in the video description that will show you step by step how to install google analytics with your google ads account so watch that and then once you have done that get some data you have to get data in order to be able to optimize let it spend like fifty dollars hundred dollars two hundred dollars and depending on your budget obviously uh until you will optimize your ads so you have to get some data first and then you can start optimizing from there and then how do you optimize so basically what you want to do is you want to get more traffic from the keywords that are working really well so let's say for um fingertip pulse oximeter this keyword gives me a very high conversion rate that's that means that i will increase the bid my maximum cost per click i will increase that so i get a better ad rank and more people will see my ad for this specific keyword because i know that these people will be more likely to convert the same thing with ads or keywords that don't really work well i want to decrease my bid because if i'm not profitable then maybe if i pay less per click that will get me into the profitability zone and then maybe also you see that some keywords don't work at all or some demographics don't work at all and you want to turn them off okay so now how do we actually do this inside of our google ads account so what you can do is go to your campaigns so your search campaign then go to ad groups and then you can do this ad group by ad group so let's open up the first ad group oxygen oximeter right here and we have set up three different um keyword match types for this specific ad group and eventually you got probably going to have a lot more and what you want to do is you want to find out the exact match type that is the most profitable for you so let's hear sort by conversions as you can see here we made one conversion with the broad modified match oxygen oximeter so this is probably not enough data to really optimize but if you would have more data in here you have more conversions you can really start to optimize so what you can focus on is search impression share which means that and by the way if you don't see all these columns that i see you can go to columns modify columns and then choose everything here that you want to see obviously if you want to see conversion tracking you have to or conversions you want to see you want to set up conversion tracking again tutorial is in the description below um so again let so let's say this is highly profitable for me um here cost per conversion 48 swiss francs is actually not profitable but let's say this is like five dollars which would be good now um what i want to do is i want to get more traffic from this specific keyword so as you can see here now i'm only showing up for less than 10 percent um to people who actually type in this specific search term and my uh my traffic lost or my search lost because of rank is 47.38 which means that i need to increase my rank so that i that my ad will be shown to more people because i know that when my ad is shown to more people type that in then i will make more sales so when we go back to this graphic right here we see that we can increase our rank by increasing our bid because rank is bid times quality score so i can increase my bid and that will increase my rank and i will get more um search impression share i will get more eyes on my ad so what i would do here is go to my max cpc my max bid and increase that by like 20 30 so let's say i'm gonna do one dollar and then i'm gonna let it run for another week and then i'm gonna come back in here now this is how you can optimize for for terms that work very well for you that are very profitable other terms that aren't profitable you can either decrease your max cpc um a bit like 20 or you can set it to the average cpc and maybe that will increase your profitability and if terms don't work at all you can also turn it off you can you can go here you can go here and then go to pause and then you have turned this specific term off another very cool thing you can do is you can go to demographics and you can you can optimize by demographics so let's say let's go to age and let's say a lot of people who are buying are 45 to 54 years old so here i would uh increase the bid by maybe 20 so i get more people in this age frame um let's say everybody who's over 65 years old they are clicking a lot of my ads but they are not buying so what i would do is i just go here and click on exclude from ad group and then my ads won't be shown anymore to those people but you can really see here that this is only possible when you get some data in your account so you really have to start spending and then work with the data you have and in the beginning you want to optimize a bit more you want to continue to update your negative keyword list and then eventually when everything is kind of running you want to do it week by week so don't try to optimize every day because you have to give it time to get new data so it can make a decision so wait a week make a decision optimize and wait another week and so on you can also optimize by devices so if you click on devices and you have mobile phones computers and so on if you see that you don't get any conversions from let's say tablets what you can do is just turn off tablets or you can just go to bid and decrease by uh let's say 70 and probably then your ads won't be shown anymore to people using a tablet so you can exclude those people from your ads and that's really how you can continue to optimize your uh your ads you want to keep the keywords that give you a lot that give you a good conversion ratio and you want to throw away the keywords that don't but it's not really it's it's it's not really um as easy as just guessing what are the best keywords you really have to find them by buying data so you have to buy clicks and then you have to um look at the data and then decide from there on what are the profitable keywords and increase the bids for those keywords and turn off the other ones that aren't working for you all right so congratulations on making it all the way through to the end of this tutorial before you click off i want to ask you for a very quick favor and that is to help me out with my conversion rates on my thumbs up button below this video all i need to do to increase my conversion rate on that button is to just click that button below because it really helps out my youtube channel so i can make more in-depth tutorials for you also you can leave me a comment down below letting me know what you're advertising on google so maybe i can do another tutorial specific to what you are selling and if you want to see more videos just like this one then make sure you hit the subscribe button below this video so you don't miss any upcoming videos and with that being said thank you very much for watching and i look forward to seeing you in the next video

Channel: Metics Media

Views: 328,547

Rating: 4.9694982 out of 5

Keywords: adwords, google ads, google ads tutorial, google advertising tutorial, google adwords, google adwords tips, google adwords training, google adwords tutorial, google adwords tutorial for beginners, google marketing, google pay per click, google ads tutorial for beginners, google ads tutorial 2021, google ads tutorial 2020, google ads course, google ads 2021, google ads full course, google adwords course, google ads course 2021, learn google ads, google ads training

Id: a-JmhK9nKJk

Length: 61min 0sec (3660 seconds)

Published: Fri Jan 08 2021