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Now that you have selected your campaign settings the next step in the process is to set up your groups
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and as it says here an AD group contains one or more ads on a set of related keywords.
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So for best results try to focus all of the ads and keywords in an ad group on one product or service
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so you can see that by default here we have group one on what we want to do here is put in about 10
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or 20 keywords for one product that we want to promote.
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Then if we have a separate product then we can set up a separate group with a separate set of keywords
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for that as well.
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Now in this example I'll just set up one group but it will be the same process.
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At that you can set up for each product that you want to set up.
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And just remember that the campaign settings you set up in terms of location language when it's delivered
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will be applied to both groups.
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So just keep that in mind and if you want to a different set of campaign settings you should set up
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a separate campaign so while we really need to do and the big piece of work and this step in the process
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is to add in about 10 or 20 key words.
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Now really this is where we decide what are the terms that we want to appear in the search results for
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when for our ads and this is an important part of the process because this will really determine the
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success of your campaign.
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So I'll show you a couple of things to really reduce the cost of your campaigns and pick the right keywords.
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So the first thing to think about is like what.
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What is the intent of your the searcher when they type in this word.
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So something like Digital Marketing Course if that's what I'm selling.
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Well obviously that person really wants to buy a digital marketing course and so that would be a great
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keyword for me to include in my campaign.
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I could also put in something like what is digital marketing that could be a keyword phrase that I could
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get my ad to appear for.
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The thing is though if somebody is typing in what is digital marketing you can see there's no ads or
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not and that's for a reason.
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These people who type in what is digital marketing are much further up the sales funnel.
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They're not even really aware of what it is.
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Whereas someone who types in digital marketing course online their intent to buy is much much closer
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they're much further down that sales funnel and they're really ready to buy.
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They're just searching for a course to buy.
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So when you think about your key words just remember where they are in that sales funnel.
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Are they just becoming aware of this and you should really avoid keywords like that.
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Or are they really ready to buy.
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And you want to try and get use keywords like that when you're setting up your AD group.
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So just keeping in mind where they are in the sales funnel.
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That's an important consideration when you're picking your keywords.
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Now how can you come up with more keyword ideas.
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Well one thing to do is just to brainstorm a little bit yourself so I could say digital marketing training.
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It's kind of a similar thing digital marketing class
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marketing class.
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So these are all terms that they might be typing in.
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Now if I want to get a few more ideas what I can do is also come over here to get key word ideas.
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I can just take one of these and paste these in here and now Edwards is going to give me a couple of
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ideas and I can really scroll down through these and have a look at these as well.
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There once again I can maybe just pop that into Google just check it out.
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And are these really the type of do I want to compete with these guys have they got a very similar product.
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Or maybe I should really be focusing on something like you know an online social media marketing course
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something like that would probably be more appropriate for something like funding.
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So you want to be quite careful in terms of these keywords and get them as accurate as possible.
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Now if you want to get more keyword ideas what you can do is come up and come to and the keyword Pliner
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tool is a tool within that non-words that will help get you more keyword ideas.
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So if we for example just take one of the main keywords here.
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Paste this in.
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We get a just that if we wanted to so we could say the location the language etc. if we wanted to narrow
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that down.
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So I'm just looking globally here.
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If I wanted to look at in terms of just say the U.S. compact disc in you should really match this up
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with the location you set in your campaign.
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So let's see if we can get some ideas here.
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Now look damn We've got some of the same kind of keywords digital marketing certification.
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The interesting thing about this too is now we can start to see the suggested bid so we can see like
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what is the suggested bid if we want to appear in the search results for these campaigns.
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Now I will say that this is quite a competitive keyword and normally there would be courses that could
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be too grand and that people are selling off line in colleges universities etc. that's why these suggested
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bids are very high.
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So don't be put off by this probably for your product the suggested bid is going to be a lot lower.
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But here's some of the ones learned digital marketing this is maybe a good term that I can use and I
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can actually just this in across here.
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Best digital marketing courses digital media courses can be interesting just to add to the list and
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check it out.
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So as you go through just keep in mind the searchers intent is what again.
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Would this be someone really looking to buy a digital marketing training or course and just think about
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that as you go through and look at these different keywords than what you can do is actually copy all
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these to a clipboard and then once you're happy and then you can add these in again.
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OK so some other ideas.
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How can you get some more keyword ideas where you can come and use these tools by foo and what you really
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want to do is maybe come to take one of your terms again.
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Just paste that into the search results and what you want to do is just take the URL of a competitor.
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And we can pass that in.
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We can come to their paid keywords and we can just get a couple of ideas here again.
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Digital Marketing circuit is certification.
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We can see a cost per click there as well curriculum development so that's kind of an interesting key
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word.
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We take that pop that into google.
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I'm not really sure what that is.
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So that definitely doesn't seem to be relevant so I wouldn't want to include that in my campaign.
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But digital marketing certification is definitely one.
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If I haven't got that there already.
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So you can see that you can pick up new ideas in a couple of different ways just by thinking of them
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yourself searching in Google using this suggestion to here using the Google key planner and using spy
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fu as well.
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So what you want to do is really build up a list of 10 to 20 keywords.
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Now once you've got your keyword list built up there is one other thing that you should really have
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a look at before you go ahead and click save and continue.
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And that is match types so you can see here broad match phrase match exact match.
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And these are important part of setting up your ad group because these match tribes really help control
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which searches can trigger your ads.
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So if you put a little bit of thought into this you can really reduce the costs of your odds.
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Now if you just type in the men like this by default These will be all abroad much.
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So if we open this up we can actually see here that broad match is the default match type for all of
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your keywords and ads may be shown on searches that include misspellings synonyms related searches or
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other variations.
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So if your keyword is woman's women's hat someone searching for by ladies heart might see her.
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So this sounds grace but what it really means is that if you leave it like this digital marketing course
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online it could be shown to people who are searching for much broader search terms than that.
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And that's not really what you want to do to reduce the cost of your campaigns.
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You want to try and trigger the ads only when you have these search terms or very closely related search
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terms.
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So what I have here is an image which I think helps explain this different match type.
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A little bit better.
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So here's a couple of examples this broad match if you typed in something like formal shoes then it
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would also match to formal footwear evening footwear men's dress wingtips.
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So it's pretty broad.
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Now if you do one layer down it's called a modified broad match.
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So if you put formal plush shoes then that would match the evening shoes black dress shoes et cetera.
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So I want to show you how this works.
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If I put in and we'll just stick with the same example to keep it simple.
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If I put in formal shoes just like it is here.
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This is the broad market.
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This could appear for a lot of different terms that are broadly related to this.
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Now obviously that's not going to be great for us because that means are our ads could be triggered
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for a lot of different search terms were their intent might not be to buy shoes but they're just checking
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them out or whatever.
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So what you can do then one level down is put in formal shoes.
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So what I mean what if we put this little plus symbol in here it means there are only show up at if
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the at the search term includes the word shoes but it could be a little bit broader.
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So could appear for things like evening shoes black dress shoes etc. so it must include that shoes.
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But this first word can be broadly related.
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Now what you can do even further down is time put a star symbol plus symbol in front of both words.
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So it would really have to I can contain formal on shoes in the search that they're appearing for but
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it could appear words before or after.
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Like formal shoes formal evening shoes formal shoes comfortable things like that.
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Now if you want to get even more specific and trigger your ads only on a very specific search term then
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you can use a phrase.
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So what we can do then is we could say keep the form of shoes but we can remove these plus signs and
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then we can put in the parenthesis here.
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So this phrase would have to appear in the search that they're typing into Google formal shoes.
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Now there could be a word before or there could be a word after but this phrase would have to be in
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this order.
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So it could be at best formless shoes or formal shoes comfortable whereas in this one I'm above where
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it's the modified broad.
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These words could be appearing before or after.
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Or there could be words in-between these like formal formal white shoes.
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Whereas here it would have to be white formless shoes.
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So hopefully that explains the difference between those and then the most narrowish type of match that
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you could have is just to put these two brackets surrenders.
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So what that would mean is that the the ad would only be triggered.
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When that exact phrase is typed into Google and no other words before after in between anything.
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So that is the exact match type.
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So you can really set these by putting these little symbols in or before.
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And the key thing that you want to do is not just leave it on a broad brush because that will trigger
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your ads for a lot of Broadley related keywords and the purpose of really building up this keyword list
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and thinking about it is that you have really narrowed down the list of keywords for your ads that are
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going to be triggered.
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So what I would suggest you do is really focus on getting a pretty tight key list and then you can just
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add the modified broad search on top of that.
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So what you're saying here is if you add these in that in the search term all of these words must appear.
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Now they could be in different orders and there could be extra words before or after.
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But all of these words must appear in the search term.
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And so that's what I'd recommend when you've decided your keyword list just the plus symbol in front
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of them so that those words have to be included in the search in order to trigger your odds.
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So I'm just going to go ahead and fill the rest of these out.
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Once you're done then you can just go ahead and click save and continue on that already finishes up.
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The second step in the process setting up your group's.
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