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- [Instructor] Google Ads
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has changed over the years.
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What used to be a highly detailed,
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and customized ad environment
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has now become largely automated,
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and also less transparent.
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First when adding keywords
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into your Google Ads account,
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the default setting is broad match.
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Now this means that your keywords will be matched
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to the widest variety of content
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based on Google's judgment.
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And this is where you find
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a significant difference
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sometimes between Google's promises,
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and the feedback of Google Ads professionals.
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Broad match can match some really off-based terms
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which lowers your click-through rate,
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and brings down your quality score.
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The promise of broad match
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is that Google's AI will learn over time
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which searches are relevant,
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but they need thousands of impressions,
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and clicks to figure it out.
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And most small businesses
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don't have that kind of budget or patience.
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Google Ads emphasizes automation.
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Now sometimes there are recommended
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upgrades that show up in your account,
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and this automation
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puts more of that account management
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in Google's matching capability and AI.
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They're moving towards
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a set it and forget it management approach,
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which is never the recommendation
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of any search marketing professional.
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Part of the challenge and enjoyment of working
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with Google Ads,
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was the human factor of working through
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the various choices,
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and finding what works.
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Now most of that has been removed,
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and Google is requiring
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that you allow them to make the decisions
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about your marketing,
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such as smart bidding,
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dynamic search ads and broad match.
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When using Google Ads, start by creating
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a very specific ad group.
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For this campaign,
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I'm going to focus on Northern California.
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I'm doing this because there's a significant
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regional difference and location,
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and so I'm going to create
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two separate campaigns.
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attempting to put both
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in one campaign would dilute the power,
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and relevance of the ad,
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and it would take more budget.
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So I'm going to stay with using a few phrase,
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and exact matches in the campaign.
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Now a broad match is just the word
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without any other features.
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The phrase match is denoted
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by quotes around the keywords.
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A phrase match is less restrictive,
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and allows you to focus on a specific term,
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and the context of that term.
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Next is the exact match.
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It's denoted by brackets around the words.
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Now this offers more control of your keywords.
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It's not really exact,
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but it's the most targeted for phrases.
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When creating the ad,
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use keywords in your headline,
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your URL and description.
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You may want to try the dynamic search ad
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where Google pulls content from your pages
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to create the ads, but always review them.
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I'll match each ad
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to an appropriate landing page,
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which is developed and optimized
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to match the search,
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and the ad and the call to action.
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This enables me to manage each group separately,
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and stay on a consistent keyword theme.
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One final word.
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In the Google Ads console,
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there's a campaign optimization score.
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You don't have to follow the recommendations
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simply to gain a higher score.
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The score is based on how many
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of the recommendations you're following.
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It's not always based on the success
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of your campaign, your account,
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or your business.
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And many times the recommendations
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will not fit your campaign goals.
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I hate to say this, but more than ever,
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it's important to seek the help
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of a Google Ads professional
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rather than a Google rep.
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If you have questions about getting
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the most from your paid search campaigns,
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even better I've linked to Brad Batesole's
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Google Ads course here on LinkedIn.
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It's a great place to start.
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