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Hi everyone, I'm Pam Aungst of Pam and
marketing and I'm excited to be here with
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you today courtesy of V bout to learn
about Google ads.
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Little bit about me.
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I have been doing this kind of stuff for
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a long time.
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I have been creating websites since 1997
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focusing on driving traffic to websites
with SEO and PPC and other things since
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2005 I speak on SEO, PPC, Analytics and
WordPress at a bunch of conferences and
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my main company Pam and marketing has
been in business for over 9 years now.
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And I have another company called stealth
search and analytics and both companies
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focus on the same things.
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Seo, PPC, Analytics and WordPress.
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But Pam and marketing works directly with
clients and stealth works on a white
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label basis through other agencies.
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But enough about me.
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Let's get right to the topic of Google
ads.
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Alright, so let's start with the basics.
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Google ads are the ads that show up at
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the top of the Google search engine.
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You'll probably notice that the 1st 3 or
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4 results are tagged with the word add.
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Sometimes it's in Black Lake in this
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screen shot here, other times they test
different colors, like recently they've
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tested green, but either way it's tagged
as an ad and so the 1st 3 or 4 results
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that are tagged as AD are paid for and
the rest of the results that comprise
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the. Google results page are not paid for.
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Those are the ones that you optimize for
organically with search engine
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optimization. But since we're talking about Google ads
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here, let's keep going on that.
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Now there are other types of Google ads.
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The Google ad network can also serve up
display ads as well as YouTube ads since
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Google owns YouTube.
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For this though, we're going to talk
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about the most popular usage of the
Google ad network, which is search ads.
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Those are what I just described, the text
ads.
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At the top of the search engine, this is
often referred to as SEM search engine
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marketing, which is a form of pay per
click PPC advertising.
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There are other forms of PPC advertising
as well, Facebook ads, LinkedIn ads, the
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YouTube and the display ads that I just
mentioned.
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But again, for this purpose we're
focusing on the search or text ads.
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They're often called text ads at the top
of the Google search results page.
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Google also offers a grant program for
five oh one C three nonprofits.
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I'm not going to get tuned depth on this
right now, but I do want to make sure
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you're aware of that.
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If you are a five oh one C three or you
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work with a five oh one C three or you,
just have a nonprofit organization you
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love, make sure they know about this
program.
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They can get up to ten thousand dollars a
month in free ad credits.
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There's a few restrictions and
performance requirements that the account
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has to adhere to, but it is a great
program and all nonprofits should look
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into it.
I've linked to a video there you can find
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on my YouTube channel which is youtube
dot com slash pam and marketing For more
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information on that.
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But to get back to a standard Google ads
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account, let's talk about SEO versus SEM.
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As he I'm being search engine marketing,
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which is a form of PPC ads and
specifically the form that show up at the
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top of Google.
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Ok, so on E O search engine optimization,
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when you are optimizing your website for
the rest of the results, the non ad
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results, that is nice because you don't
have to pay for every single click like
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you do with Google ads and it allows also
for an exponential return on your
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investment over time.
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The more you put into it, the more clicks
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you get overtime and your costs remain
somewhat fixed as compared to the linear
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relationship. Between paying for a click and getting
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that click at the same cost every time.
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And so obviously that's the downside of
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EM is you have to pay for every single
click.
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And also certain industries, depending
upon how competitive the keywords are,
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can be very expensive on a per click
basis.
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We'll get into that more soon.
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To continue to compare SEO and SEM SEO,
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they're both challenging and technical in
nature in order to manage them properly.
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Seo specifically also has a very heavy
workload across multiple departments.
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You need good web developers and
copywriters and PR people to get to help
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you acquire reputable and relevant links.
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And it's also rapidly changing or not
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necessarily changing, like evolving.
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It's continuing always month by month to
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get more and more and more complex.
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On the SEM side for Google ads it's also
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challenging and technical to manage, but
it's not as rapidly evolving and it
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doesn't require as much cross department
involvement.
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You do need to be able to work on your
landing pages, which the about obviously
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can help with.
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And other than that though for text ads
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it's not that many more resources needed
in order to create and deploy ads.
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Seo also.
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Downside is that it takes a long time to
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work anywhere from 3 to 6 to 9 to 12
months before the needle even begins to
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move, so that is a hard pill to swallow
for a lot of businesses.
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Whereas Google adds one of the big pros
is that you get instant exposure, which
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is great for not only generating leads
quickly, but also for running tests.
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If you want to test out a new service and
you're not really sure how you know the
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customers will respond to it, you.
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And run a limited time test on Google ads
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and see what happens with it.
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So a common strategy since SEO takes so
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much time is to rely on seem at first
while ramping up your SEO efforts and
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then maybe pull back on your reliance on
seem over time or not.
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There is something to be said for being
in both places on the Google search
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results at the top and the bottom
especially on mobile and now over 50 % of
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searches occur on Google on mobile those.
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First four ads take up a lot of space.
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There's a lot of scrolling to do before
you get to the number one SEO result.
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O keep that in mind as well.
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Ok, so continuing on with the basics, the
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number one most important thing to do
before deploying a Google ads campaign is
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to determine your goals.
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What do you want out of this?
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You're going to be able to measure
success if you don't have a bar to
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measure it by, you know you got to set
the bar.
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What do we want out of this?
Is it just brand awareness?
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You just want more people to know that
your company is out there?
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Is it something else like email?
Subscribers some kind of sign up?
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Ebook downloads, leads through?
You know, a lead form or actual purchases
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if you have an ecommerce store.
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So just have it clearly in mind.
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And this sounds so simple, but when I'm
talking to clients and I ask them what
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they want to get out of this, sometimes
they start out saying, Oh well, I just
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want to get more exposure.
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I just want people to know that my
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company exists.
And then we start deploying the campaign
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and they're spending money and they're
looking at the results and they're like,
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wait, how many leads did I get out of
this?
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If that is the main goal, then that needs
to be set out as the main goal from the
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Get go.
Now that you've determined your goals,
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you want to turn to keyword research.
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That's one of the most important parts of
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putting together your campaign.
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You've decided your goals, now you need
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to decide which keywords you want to get
found for that you want to pay for.
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If your goal is either leads or sales
focused, I would strongly recommend
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focusing nearly exclusively, if not
exclusively, on what I call high intent.
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To buy keywords.
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Those are keywords that are not just
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informational in nature.
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These are people that clearly have money
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in hand and are looking for somewhere to
spend it.
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So in the examples here, an informational
query might be pizza or pizza toppings.
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People just who knows what they want to
know when they're typing in pizza.
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They might want to order, or they might
just be looking for pizza recipes or the
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history of pizza.
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You don't necessarily want to spend money
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on that if you're a pizza place.
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Same thing with pizza toppings.
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So instead focus on high intent to buy
phrases like pizza delivery near me or
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pizza restaurant.
People wouldn't type those things in if
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they didn't have money in hand that
they're ready and willing to spend.
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So that's what I mean by high intent to
buy keywords.
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Also, I'm sure that you only select
commonly used keywords.
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A lot of times people try to put
themselves in the customer's shoes and
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think about what they might type, and
they come up with all sorts of things.
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And then I check it and the data says
that no one searches for that.
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So it's important to make sure you're
using keywords that people actually
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search for.
There are a couple of different tools you
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can use to find that out.
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One is the Google Adwords keyword
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planner, which is built right into Google
ads but if you haven't been advertising
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with Google ads for a while and spending
money with them, they might give you very
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vague results like you know some one to
1000 instead of giving you an actual
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number. So there's other tools listed here.
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Uber suggests which is free KWE Finder
which is partially free and then they
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make you upgrade.
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Same with SCM Rush, you can run a couple
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searches a day and then you would have to
pay for that.
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So usually I recommend Uber suggest as a
way to get some more exact search volume
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numbers. And what I mean by search volume is the
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average number of times per month that
people type in a certain phrase, like in
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the example here you can see that it.
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Average of three hundred sixty eight
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thousand people per month type in pizza
delivery.
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So that is really good information to
have to make sure that you are selecting
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keywords that people actually type into a
search engine and that you'll actually
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get something from.
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These tools will also tell you about the
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level of PPC competition, and there's a
lot that goes into that.
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But Long story short, lower is always
better.
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We'll keep it simple for now on that.
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Now another important thing you want to
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take note of when doing your keyword
research is what are these keywords going
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to cost you on a per click basis on
average?
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The way that Google Ads works is it's
kind of like an eBay type auction system.
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You have to actually outbid the other
advertisers in order to come up higher
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than them.
There are a few other things that can
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make you come up higher than them other
than bid, but bid is one of the most
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important factors in determining.
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How high your ad will show O look at the
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dollar figures.
If you're using the Google ads keyword
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planner, you'll notice two different
figures, one for the top of page bid low
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range and the other for top of page bid
high range.
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The important thing is the average
between these two and other tools will
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give you this information to you much
more simplistically as average CPC
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meaning average cost per click.
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So if you're looking at the.
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Keyword planner just take the average of
those two and that is what you can expect
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to pay on average on a per click basis
for clicks on that keyword.
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Now this is really important because it
determines the monthly budget you will
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need in order to succeed.
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With Google ads you have to cast a wide
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enough net with these ads because not
every single person that clicks is going
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to become a customer and will get more
into that detailed forecasting shortly.
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But first just to a quick and dirty
estimation.
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Now this is by no means the most
scientific way to do this, but I have
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found it to be quite accurate.
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If you just take the average CPC.
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Again, if you're using keyword planner
and you see two numbers, just take the
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average of the two like I did here.
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The average between those two is 2$ and
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fifty seven cents and multiply it by 200
That's a real quick and dirty estimation
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of how much monthly budget you would need
for that specific keyword.
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So if you wanted to bid on pizza
delivery.
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In this case it would be 514$ a month of
budget needed, roughly needed to succeed
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on that.
Now all campaigns require tweaking and
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testing overtime.
Each one is different, each one's like a
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unique snowflake, so testing is very
important.
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It may not.
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It probably won't come out to be exactly
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this, but this can give you an idea of
what realm you would be in.
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So with a 2$ and 57 cent average cost per
click.
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It's about 500 a month for that keyword.
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If you saw a two twenty five dollar cost
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per click, you're going to be, you know,
way higher monthly budget for a single
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keyword, so that is something to pay
attention to at this point.
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You also want to pay attention to which
keywords you don't want to pay for.
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These keyword research tools will show
you a lot of related keywords that people
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type in that Google ads may very well end
up showing your ad for if you don't block
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the keywords.
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They don't want, so start making a list
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of keywords that you don't want to pay
for.
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Very common ones are free or cheap, or do
it yourself in DIY.
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If you're some kind of service provider
that does things for people you don't
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really want to pay for clicks from people
who are determined to do it themselves or
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used if you only sell new products, those
are some common examples, but definitely
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start jotting down the single word pieces
of.
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Searches that you see that you would
never want to get found for, and you're
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ultimately going to use those to build
what's called a negative keyword list in
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Google ads, which tells Google, don't
ever show my ads for word phrases that
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contain these words.
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That's very important for not wasting
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money. Ok, so let's get into a little more
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detailed forecasting.
You want to use the Google ads keyword
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planner at this point, now that you've
figured out what keywords you want to
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have and roughly what monthly budget you
can afford for this or that you would
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need for succeeding with your keywords.
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And in the Google ads keyword planner
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which you can find by going to tools and
then keyword planner in Google ads you
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can set your target location and your
target language and it will tell you with
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the daily budget.
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So you have to take the monthly budget
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that you decided upon and break it down
into daily budget.
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So just divide by 30 3 for an average
month and enter that and then it will
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tell you how many clicks you can expect
to get out of this.
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So if I had a daily budget of 41$ and I
wanted to get found for pizza delivery in
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New York City targeting all languages, I
could expect to get approximately 430
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clicks out of that because my average
cost per click in this tool is saying two
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twenty five i calculated in the other one
two fifty.
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Seven that's very close that's.
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Why I said that was a rough estimation.
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This is also anticipating that I'm going
to get a 4 3 %.
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Click through rate CTR.
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That is the rate at which people will
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click on your ad after seeing it, and if
they simply see it, that's called an
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impression. O if I spent 960$ which is a daily budget
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of 41$ a, day i could expect nine
thousand nine hundred people to see my ad
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and approximately 4 3 % of those people
to click on it for a result of 430
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clicks. Now keep in mind that the clickthrough
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rate tends to start lower and get better
overtime as you optimize the campaign.
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So that may start as low as 1 %, maybe
two, one and a half 2 % and you could
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expect to be able to work your way up to
4 3 %.
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So certainly take that into account as
well.
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Next most important thing now that you
have estimated the number of clicks that
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you will get from this effort is to
estimate your quantity of leads and very
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importantly the cost per lead.
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So you can figure that anywhere from 1 %
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to 3 % of your clickers will become
leads.
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So and that's again same as clickthrough
rate that's after optimizing the
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campaign. So it may even be lower than 1 % at
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first. But we're just kind of in this case,
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we're trying to look into the future and
see is this even viable, can I afford to
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do this based on the profit margins of my
product or my service?
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So figuring that between, let's say let's
just call it two percent, 2 % of those
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430 people that clicked will become
leads.
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So that's 8 6 leads.
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So you can round that up to 9 for the
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sake of simplicity of forecasting.
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00:17:40,190 --> 00:17:45,430
So if I spent 960$ in a month and I got 9
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00:17:45,440 --> 00:17:52,720
leads out of that, I have spent on
average 106$ and 66 cents for each lead.
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Now that may or may not be acceptable
depending upon what I'm selling and the
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profit margin of what I'm selling.
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Or if it's a service and not a product,
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it might be based on kind of my comfort
level of what I'm willing to pay for a
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lead. Or ideally you should try to calculate
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your average lifetime value of your
clients based on how long they're going
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to stay with you with recurring purchases
or subscriptions.
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So that is the next thing.
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Really think hard about South, let's say,
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and I totally made-up these numbers.
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So don't use these as, you know, solid
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research. As to what pizza shop profit margins look
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like, I don't even know.
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I just tried to pick a simple example.
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So let's just say that the profit margin
on a single pizza order is 10 %.
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So let's say on average people's orders
come to 25$ and after my, costs labor
305
00:18:52,110 --> 00:18:54,410
overhead, food costs, et cetera.
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I get to keep 2$ and fifty cents of that
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twenty five dollar order, well i mean, if
all I'm ever going to get is 1 order out
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of each person, then I spent 166$ and
sixty six cents to make two dollars and
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00:19:10,000 --> 00:19:16,340
fifty cents that doesn't make any sense
at all and if you are a product business
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00:19:16,400 --> 00:19:20,970
and your product is kind of a one and
done sale and the customers don't keep
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coming back this is where you may find
that.
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Either the keywords you selected or out
of reach for your situation and justice
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don't make sense, or just Google has.
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In general, if you can't find any
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00:19:33,990 --> 00:19:38,260
affordable keywords for your product,
Google ads might not work for you and
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00:19:38,270 --> 00:19:44,540
it's really important to try to foresee
see that coming before you start spending
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money. Otherwise, as shown here, your money will
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be flushed down the toilet essentially,
but sometimes customers become repeat
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customers or subscription.
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Monthly customers or they keep spending
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money with you for a certain period of
time.
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00:20:00,040 --> 00:20:05,020
So if you know on average how long that
period of time is.
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00:20:05,260 --> 00:20:10,430
So let's say this is again probably not
the most realistic example, but just as a
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forsake of simplicity, let's say that for
each new pizza customer that I get from a
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00:20:18,200 --> 00:20:22,840
Google ad, I can expect them to order
once a week for a year.
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That means that I have.
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00:20:25,350 --> 00:20:29,070
Spent 106$ and sixty six cents to get a
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customer and I made 130$ after a year off
that customer which is a positive profit
329
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margin 23$ and thirty four cents.
330
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It's not too great, but it's profitable
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and if I can expect them to or hope them
to stay customer even longer than a year,
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then that does make sense.
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So it's important to figure out which way
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to look at it in your situation and
figure all of this out.
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00:20:55,520 --> 00:20:58,820
Before you ever spend a penny on Google
ads.
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So if you're having trouble, just a quick
test.
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I'm a huge fan of thought experiments.
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And so if you're having trouble figuring
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00:21:06,970 --> 00:21:10,570
out what you're willing to pay on a per
lead basis, and you don't necessarily
340
00:21:10,650 --> 00:21:15,540
know what your average lifetime value is
going to be or what kind of cost per lead
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you're willing to accept, you can use the
thought experiment called the gun to your
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00:21:20,570 --> 00:21:21,360
head test.
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If somebody put a gun to your head and
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said quickly tell me how much you're
willing to pay for a lead right now, or
345
00:21:26,130 --> 00:21:28,710
I'll shoot you, what number would you
say?
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00:21:29,170 --> 00:21:33,370
And if that doesn't work, then sometimes
I ask clients, you know, OK, well, are
347
00:21:33,380 --> 00:21:34,890
you willing to spend ten thousand dollars
on a?
348
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Lead and, they're like, no, i'm like OK
how about one?
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Dollar and, they're like yeah.
350
00:21:39,260 --> 00:21:40,970
And then I kind of work my way down and
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00:21:40,980 --> 00:21:44,280
wiggle them into the middle into
something that they feel comfortable
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with. So that's just a quick tip on for doing
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00:21:47,080 --> 00:21:51,220
this forecasting of you're having trouble
figuring out what's comfortable to you to
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spend on a pearly basis.
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You can do a little thinking along those
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lines. Alright, so now you have figured out what
357
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keywords you want to advertise for.
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You've figured out how much that's going
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00:22:02,020 --> 00:22:06,770
to cost you on a per click and on a
monthly basis, and you've figured out
360
00:22:06,780 --> 00:22:11,480
what you can expect to see in terms of
what exactly you're going to get out of
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00:22:11,490 --> 00:22:15,920
that number of sales or number of leads
and the cost per sale or cost per lead.
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If that all seems feasible, now it's time
to prepare your content so you can start
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00:22:21,170 --> 00:22:22,830
putting your ad campaign together.
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It's crucial that you put together your
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00:22:27,510 --> 00:22:32,790
ad copy and landing pages containing the
keywords that you selected.
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00:22:33,610 --> 00:22:39,400
For example, if I selected pizza
delivery, I should put the words pizza
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00:22:39,410 --> 00:22:44,960
delivery in my ad copy, meaning the text
that I'm going to type that will show up
368
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at the top of Google.
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00:22:47,730 --> 00:22:50,080
And I should also make sure those words
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are on my landing page.
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Landing page meaning the page they're
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going to land on after they click the
add.
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So other examples here are Caesar salad
delivery.
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If I had that keyword, I should not send
that to a page about pizza, I should send
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00:23:08,430 --> 00:23:13,710
it to a page about salads, and I should
say Caesar salad in my ad.
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And so on and so forth with the tiramisu
example there.
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00:23:18,240 --> 00:23:22,260
So that's extremely important to keep in
mind all along the way.
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Because as you start putting your
campaign together, if you start grouping
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00:23:26,760 --> 00:23:33,210
words with landing pages that don't make
sense, that don't match and you if you
380
00:23:33,220 --> 00:23:37,850
deploy a campaign that way, Google will
give you a low quality score, which means
381
00:23:37,860 --> 00:23:42,700
you will pay more on a per click basis
and have less of a chance of outbidding
382
00:23:42,940 --> 00:23:45,900
your outranking you're competing
advertisers.
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00:23:46,080 --> 00:23:48,380
So that's one of those other factors
other than the bid.
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00:23:48,390 --> 00:23:53,330
Amount itself that Google takes into
account when deciding how to order the ad
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results. So a tight tight match between the
386
00:23:57,100 --> 00:24:01,910
keyword, the copy in the ad, and the
words on the landing page.
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00:24:01,920 --> 00:24:06,270
The website page that they land on will
get you a higher quality score and that
388
00:24:06,280 --> 00:24:10,760
will get you a lower average cost per
click and a higher average position.
389
00:24:10,980 --> 00:24:12,330
So this is very important.
390
00:24:12,900 --> 00:24:15,780
Like I said, Google will reward you for
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00:24:16,330 --> 00:24:18,400
having the relevant keywords.
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00:24:18,870 --> 00:24:20,460
From your ad campaign on the landing
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00:24:20,470 --> 00:24:22,740
page. But there's a couple more things that you
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00:24:22,750 --> 00:24:27,490
need to take into account as well that
Google's algorithms will be looking for,
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and that is basically things that
comprise what Google calls a high quality
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00:24:33,870 --> 00:24:35,010
landing page.
397
00:24:35,350 --> 00:24:38,380
For example, having relevant original
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00:24:38,450 --> 00:24:43,000
content containing the keywords and what
I mean by relevant is just it's topically
399
00:24:43,010 --> 00:24:46,900
relevant, like sending people to a salads
page when they're looking for salad
400
00:24:46,910 --> 00:24:49,310
instead of a pizza page when they're
looking for salad.
401
00:24:49,320 --> 00:24:54,830
And also, original means that you're not
just copy pasting content from elsewhere
402
00:24:54,840 --> 00:24:55,670
on the web.
403
00:24:56,060 --> 00:24:58,110
Product resellers or wholesalers or
404
00:24:58,120 --> 00:25:04,530
distributors sometimes will copy paste
text from a manufacturer's website and
405
00:25:04,540 --> 00:25:06,120
put it on their landing page.
406
00:25:06,240 --> 00:25:07,400
It's not a good practice.
407
00:25:07,410 --> 00:25:11,650
Google wants you to have unique content
that you wrote yourself on your landing
408
00:25:11,660 --> 00:25:13,900
page. You also want to demonstrate
409
00:25:13,910 --> 00:25:18,200
trustworthiness ways to do this or like
secure payment badges.
410
00:25:18,210 --> 00:25:22,300
Like if you're an online store and you
have a shopping cart and checkout, you
411
00:25:22,310 --> 00:25:26,120
know all those kind of verified by visa
type things or whatever applies to your
412
00:25:26,130 --> 00:25:28,550
case. Those trust badges are very important.
413
00:25:29,390 --> 00:25:35,670
Also just having a secure website that
loads with HTTPS meaning you have an SSL
414
00:25:35,750 --> 00:25:41,280
certificate, testimonials in the case of
service businesses are a huge trust
415
00:25:41,290 --> 00:25:43,190
building factor that should be present.
416
00:25:43,340 --> 00:25:44,700
On your landing page.
417
00:25:45,120 --> 00:25:50,230
It should also be extremely mobile
friendly and easy to navigate and should
418
00:25:50,240 --> 00:25:53,080
also load lightning fast, especially on
mobile.
419
00:25:53,260 --> 00:25:57,990
Those are some things that Googles
automated systems will look for in order
420
00:25:58,000 --> 00:26:02,000
to determine if your landing page is high
quality or not.
421
00:26:02,300 --> 00:26:09,230
Ok, so now that you have figured out your
keywords and your costs and your average
422
00:26:09,240 --> 00:26:13,530
cost per lead, you can expect to get out
of this or per sale and you've figured
423
00:26:13,540 --> 00:26:14,590
out your landing pages.
424
00:26:14,600 --> 00:26:15,770
Give them high quality.
425
00:26:16,450 --> 00:26:21,250
Now it's time to actually build, launch
and manage the campaign.
426
00:26:22,070 --> 00:26:23,530
This is where.
427
00:26:24,600 --> 00:26:25,880
Things get technical.
428
00:26:26,180 --> 00:26:32,850
I mentioned earlier that both SEO and SEM
are technical and complex, and Google
429
00:26:32,860 --> 00:26:34,790
wants to make you think that it's easy
enough.
430
00:26:34,800 --> 00:26:39,390
They'll place sales calls to your office,
have sales people call you and say, oh,
431
00:26:39,400 --> 00:26:41,920
it's so easy to set up a Google ads
account.
432
00:26:42,040 --> 00:26:44,490
And I guess technically they're right.
433
00:26:44,500 --> 00:26:47,770
It's easy to set it up, but it's not easy
434
00:26:47,780 --> 00:26:52,180
to configure it correctly so that you
don't waste a ton of money.
435
00:26:53,000 --> 00:26:58,590
I have a whole checklist of things here
that you should either learn about before
436
00:26:58,600 --> 00:27:03,380
deploying your own campaign, or hire
someone who knows about all these things
437
00:27:03,390 --> 00:27:09,370
already, a person, consultant, or a
company that has a thorough knowledge of
438
00:27:09,380 --> 00:27:13,640
all of these things before anyone to no
one should ever touch your campaign
439
00:27:14,000 --> 00:27:16,760
without being fully educated in all of
these things.
440
00:27:17,040 --> 00:27:21,590
Now I will run through them really
quickly so that you can know what I'm
441
00:27:21,600 --> 00:27:23,440
talking about for each thing.
442
00:27:24,110 --> 00:27:27,720
But again, it's something you thoroughly
443
00:27:27,730 --> 00:27:32,820
want to educate yourself on separately
from this course and each piece of these
444
00:27:32,830 --> 00:27:34,700
things. Make sure you're really comfortable with
445
00:27:34,710 --> 00:27:36,670
them before deploying your own campaign.
446
00:27:37,480 --> 00:27:41,070
So the first thing is tightly themed
447
00:27:41,080 --> 00:27:48,240
campaign structure, ideally having only a
single keyword in each ad group.
448
00:27:48,600 --> 00:27:52,830
And I'm going to switch over to a live
Google ads campaign to show you what I
449
00:27:52,840 --> 00:27:57,140
mean by this and show you the basic
structure of a Google ads account.
450
00:27:57,660 --> 00:28:03,790
So here we have an ad account for a
business coach that has a variety of
451
00:28:03,800 --> 00:28:07,420
different campaigns.
One of them is a display campaign.
452
00:28:07,850 --> 00:28:09,840
That we're not going to get into today.
453
00:28:09,850 --> 00:28:11,890
We are talking mostly about the search.
454
00:28:12,090 --> 00:28:16,620
We're talking entirely about the search
campaigns, the ones that are text ads at
455
00:28:16,630 --> 00:28:17,990
the top of Google search results.
456
00:28:18,000 --> 00:28:20,030
So I'll click into one of these campaigns
457
00:28:20,450 --> 00:28:21,430
as an example.
458
00:28:22,610 --> 00:28:25,680
And now we are looking at our list of ad
459
00:28:25,690 --> 00:28:28,790
groups and you'll see this breadcrumb up
here too.
460
00:28:28,800 --> 00:28:32,780
We'll show that we went from all the all
campaigns view into these small business
461
00:28:32,790 --> 00:28:36,480
coach campaign and now we're looking,
this tells us where we are and that
462
00:28:36,490 --> 00:28:38,530
campaign we're looking at the ad groups.
463
00:28:38,980 --> 00:28:41,340
And if I click into one of the ad groups.
464
00:28:42,110 --> 00:28:46,030
Inside of here you'll see the keywords
for that ad group and you'll notice
465
00:28:46,040 --> 00:28:48,950
there's only two and they're extremely
similar.
466
00:28:49,010 --> 00:28:52,080
You'll also notice punctuation marks
here, which I will explain more in a
467
00:28:52,090 --> 00:28:56,770
moment, but for now we're explaining
tightly themed ad groups.
468
00:28:57,430 --> 00:29:02,080
So if I am in these small business coach
campaign in the small business coach ad
469
00:29:02,090 --> 00:29:07,390
group, I really should only see keywords
about small business coach.
470
00:29:08,050 --> 00:29:12,290
There are also adds in this ad group that
you will see.
471
00:29:12,580 --> 00:29:17,960
Only talk about small business coach, the
exact keyword we had.
472
00:29:18,200 --> 00:29:25,210
So that is what I mean by tightly themed
that keywords about one thing, have ad
473
00:29:25,220 --> 00:29:27,370
copy about that thing with those
keywords.
474
00:29:27,380 --> 00:29:32,230
And also I can tell you these point to a
landing page that says small business
475
00:29:32,240 --> 00:29:34,460
coach and small business coaching all
over it.
476
00:29:34,700 --> 00:29:39,970
So I'll show the next example of that if
we go back to the small business coach
477
00:29:39,980 --> 00:29:42,800
campaign and we go back to ad groups.
478
00:29:43,470 --> 00:29:45,100
So we already looked in this ad group
479
00:29:45,110 --> 00:29:47,730
here. Let's look in this one for retail
480
00:29:47,740 --> 00:29:49,950
business coach, we have a keyword.
481
00:29:50,010 --> 00:29:51,330
Again, I'll explain the punctuation
482
00:29:51,340 --> 00:29:53,580
shortly. We have a keyword for retail business
483
00:29:53,590 --> 00:29:59,500
coach and the ads in this group say
retail business coach as does the landing
484
00:29:59,510 --> 00:30:01,140
pages of different landing page.
485
00:30:01,150 --> 00:30:03,940
So that's what I mean by tightly themed
486
00:30:03,950 --> 00:30:08,430
ad groups.
And in this case, we only have a single.
487
00:30:08,530 --> 00:30:13,520
If we go back to the keywords, we only
have a single keyword in the ad.
488
00:30:13,530 --> 00:30:16,540
Group that is known as Skaggs.
489
00:30:16,980 --> 00:30:18,660
Single keyword ad groups.
490
00:30:18,700 --> 00:30:24,790
That is the best way to ensure that you
are as tightly themed as you possibly can
491
00:30:24,800 --> 00:30:27,810
be. That being said, like I said before we
492
00:30:27,820 --> 00:30:31,790
had two extremely similar versions of the
keyword in one group, so you don't have
493
00:30:31,800 --> 00:30:35,410
to go quite to the extreme of single
keywords in every ad group.
494
00:30:35,420 --> 00:30:40,370
You can put a couple very close variants
in there, but for the most part try to
495
00:30:40,380 --> 00:30:43,650
focus on a single topic per ad group.
496
00:30:43,660 --> 00:30:48,360
For sure. Ok, so Next up we have proper
497
00:30:48,370 --> 00:30:52,020
usage of match types and this is where
I'm going to start talking about the
498
00:30:52,030 --> 00:30:53,740
punctuation that you saw.
499
00:30:53,750 --> 00:30:56,750
But first, high level, what a match type
500
00:30:57,250 --> 00:31:02,720
is basically a version of synonym control
and the first version.
501
00:31:02,730 --> 00:31:06,960
I only list 3 here because I only believe
that three are acceptable, but there is a
502
00:31:06,970 --> 00:31:11,530
fourth and the fourth is the default
which is broad match.
503
00:31:11,850 --> 00:31:13,690
What broad match means is.
504
00:31:13,700 --> 00:31:17,280
A broad allowance of the use of synonyms.
505
00:31:17,680 --> 00:31:23,580
So the example I always use for this one
is if you are a company that only
506
00:31:23,770 --> 00:31:27,460
manufacturers and sells red T-shirts
that's the only thing you sell.
507
00:31:27,660 --> 00:31:33,520
You go and make a Google ad campaign and
you pick red T-shirt as your keyword and
508
00:31:33,860 --> 00:31:36,860
you deploy your ads with broad match.
509
00:31:37,320 --> 00:31:39,740
Google Systems will look at the word red
510
00:31:39,820 --> 00:31:43,800
and then say, Oh well you know, red and
pink are kind of similar.
511
00:31:43,820 --> 00:31:48,880
And it'll look at the word T-shirt and
think, oh T-shirt and tank top are kind
512
00:31:48,890 --> 00:31:54,960
of similar, and you can end up paying for
clicks on the keyword ink tank tops even
513
00:31:54,970 --> 00:32:01,180
though all you sell is red T-shirts So
broad match is very dangerous and pretty
514
00:32:01,190 --> 00:32:03,240
much every campaign I've ever seen using
broad match.
515
00:32:03,250 --> 00:32:07,890
If it doesn't also extensively,
extensively use negative keyword lists,
516
00:32:08,050 --> 00:32:10,130
then it will be wasting money.
517
00:32:10,590 --> 00:32:14,440
So I will show you go back to the ad
518
00:32:14,450 --> 00:32:20,360
campaign here the second match type is a
little bit, it has a little bit more
519
00:32:20,370 --> 00:32:24,480
synonym control to it like retail
business coach here you see there's a
520
00:32:24,490 --> 00:32:30,060
plus sign in front of each word that's
modified broad match and that means that
521
00:32:30,070 --> 00:32:34,080
you're saying to Google Systems this word
that I have the plus sign in front of.
522
00:32:34,090 --> 00:32:38,260
I only want that word, not synonyms of
that word.
523
00:32:38,410 --> 00:32:40,740
So by putting the plus sign in front of.
524
00:32:40,750 --> 00:32:42,840
Retail and business and coach, we're
525
00:32:42,850 --> 00:32:48,310
making sure that we're not going to
accidentally show up for any irrelevant
526
00:32:48,410 --> 00:32:52,990
mix of synonyms that are similar to
either retail or business or coach.
527
00:32:53,600 --> 00:32:57,890
There are also a couple of other match
types that get even tighter and tighter
528
00:32:57,900 --> 00:32:59,340
with your synonym control.
529
00:32:59,640 --> 00:33:05,470
I'll go back to the other ad group where
530
00:33:05,480 --> 00:33:06,820
we had those.
531
00:33:08,110 --> 00:33:10,510
So phrase match is the next one.
532
00:33:10,520 --> 00:33:16,340
That is when you have quotation marks
around the phrase, that means that you
533
00:33:16,350 --> 00:33:22,020
want that phrase in that order, and there
can still be words in front of it or
534
00:33:22,030 --> 00:33:26,090
words after it that the searcher adds to
the phrase.
535
00:33:26,150 --> 00:33:31,860
But you're telling Google with the quotes
that you want only those words in that
536
00:33:31,870 --> 00:33:34,170
order somewhere in the phrase.
537
00:33:34,310 --> 00:33:35,800
And then the last one is exact.
538
00:33:35,810 --> 00:33:38,290
Match these brackets here that is.
539
00:33:38,300 --> 00:33:40,640
The similar type of thing, except it does
540
00:33:40,650 --> 00:33:46,730
not allow additional words before or
after O when bidding on small business
541
00:33:46,740 --> 00:33:52,310
coach with the brackets, we're saying
don't let us pay for people who typed in
542
00:33:52,320 --> 00:33:55,420
anything before small and anything after
coach.
543
00:33:55,740 --> 00:33:59,860
And you'll also see we're experimenting
with two different ways side-by-side
544
00:34:00,060 --> 00:34:02,190
here, two different match types.
545
00:34:02,200 --> 00:34:06,770
So to go back to our list, that is a
546
00:34:06,780 --> 00:34:08,460
really quick run.
547
00:34:08,469 --> 00:34:10,600
True of what match types are, but I think
548
00:34:10,610 --> 00:34:14,170
you're probably beginning to see what I
mean about the complexity of managing
549
00:34:14,270 --> 00:34:18,330
these campaigns and what you need to know
before you start diving in.
550
00:34:18,590 --> 00:34:22,230
There's also selection of appropriate
bidding strategies and amounts.
551
00:34:22,550 --> 00:34:27,900
You can bid a wide variety of different
amounts on each keyword and or you can
552
00:34:27,909 --> 00:34:30,040
let this Google system automate that.
553
00:34:30,050 --> 00:34:33,730
You can also bid based on how much you
554
00:34:33,739 --> 00:34:38,330
want to pay on a per lead or per sale
basis.
555
00:34:38,690 --> 00:34:40,639
It all gets very complex very quickly.
556
00:34:40,650 --> 00:34:43,440
So again, work with someone who knows
557
00:34:43,449 --> 00:34:45,300
these things or educate yourself on these
things.
558
00:34:45,310 --> 00:34:50,020
First, thorough knowledge of Google ad
policies is extremely important because
559
00:34:50,030 --> 00:34:54,550
if you do something like using too much
punctuation in your ad copy, then your ad
560
00:34:54,560 --> 00:34:55,449
will get disproved.
561
00:34:55,530 --> 00:34:57,090
And if you get enough ads disapproved,
562
00:34:57,380 --> 00:34:59,300
your whole account can be shut down.
563
00:34:59,310 --> 00:35:01,590
And that's never a good thing.
564
00:35:02,380 --> 00:35:06,530
As I mentioned also proper use of
negative keyword lists words that you
565
00:35:06,540 --> 00:35:11,400
want to block to never be allowed and
regardless of what your match types are
566
00:35:11,410 --> 00:35:14,740
set to and frequent monitoring of search
terms.
567
00:35:15,220 --> 00:35:17,980
Now search terms are different than
keywords.
568
00:35:18,100 --> 00:35:22,490
The keyword is the keyword that you put
in that you wanted to bid on.
569
00:35:22,500 --> 00:35:24,330
Like the red T-shirt example.
570
00:35:24,340 --> 00:35:27,230
Red T-shirt would be the keyword, but the
571
00:35:27,240 --> 00:35:32,320
search terms which are hidden a little
deeper in the account are the.
572
00:35:32,340 --> 00:35:36,860
Terms that people actually typed in, like
showing the synonyms that they used if
573
00:35:36,870 --> 00:35:39,950
you were allowing synonym usage, like
pink tank top.
574
00:35:40,010 --> 00:35:43,910
So you have to monitor that in a very
regular basis and keep adding to your
575
00:35:43,920 --> 00:35:49,240
negative keywords list and adjusting your
match types according to the stuff you
576
00:35:49,250 --> 00:35:53,100
see in your search terms list that you
don't want to be paying for clicks on.
577
00:35:53,110 --> 00:35:57,500
There's also add extensions,
geotargeting, audience targeting, all
578
00:35:57,510 --> 00:36:02,390
sorts of extra things that can be set up
in the account conversion.
579
00:36:02,490 --> 00:36:06,570
Tracking is one of the most important, if
not the most important thing.
580
00:36:06,580 --> 00:36:09,950
To make sure that you have set up and
have set up accurately so that you know
581
00:36:09,960 --> 00:36:16,480
for sure when someone either completes a
sale or fills out a form on your website
582
00:36:16,580 --> 00:36:22,310
as a result of these ads, being able to
track that is just crucial, absolutely
583
00:36:22,320 --> 00:36:28,310
crucial to being able to make a Google
ads campaign profitable and knowledge of
584
00:36:28,320 --> 00:36:32,970
how to run not only any old A B test, but
knowing when the result.
585
00:36:32,980 --> 00:36:37,140
Of an AB test is statistically
significant, and what I mean by AB test
586
00:36:37,150 --> 00:36:39,710
is running two different things at the
same time.
587
00:36:39,850 --> 00:36:43,730
You should always have two different
copies of your ad copy running at the
588
00:36:43,740 --> 00:36:46,740
same time.
May also want to do AB tests on two
589
00:36:46,750 --> 00:36:51,200
different versions of a landing page, or
two different match types like I showed
590
00:36:51,210 --> 00:36:53,990
before. So that is.
591
00:36:55,400 --> 00:36:59,780
Analyzing the results of that, if you
jump to conclusions too quickly and you
592
00:36:59,790 --> 00:37:04,120
don't wait for enough data on the test to
produce a statistically significant
593
00:37:04,130 --> 00:37:10,670
result, you'll be making erroneous, non
properly data-driven decisions.
594
00:37:11,560 --> 00:37:15,280
So again, we don't have time in this
course to get into every single one of
595
00:37:15,290 --> 00:37:20,170
these things, but that's a quick tour of
what they are and what they mean and
596
00:37:20,180 --> 00:37:24,730
they're importance.
As I said, if you don't know these
597
00:37:24,740 --> 00:37:29,130
things, you can certainly teach yourself
these things or just hire an experience
598
00:37:29,140 --> 00:37:31,990
Google ad specialist or a Google partner
agency.
599
00:37:32,540 --> 00:37:36,390
If you want to teach it to yourself
though, I would highly recommend taking
600
00:37:36,400 --> 00:37:38,740
the Google ads certification tests.
601
00:37:38,840 --> 00:37:40,530
Now you may you know, for your own
602
00:37:40,540 --> 00:37:45,810
business, not really need to be certified
in Google ads, but it's an open book test
603
00:37:45,820 --> 00:37:50,330
experience, so I think it's a great
learning experience to make sure that you
604
00:37:50,340 --> 00:37:53,040
get enough familiarity with the things
that we just.
605
00:37:53,050 --> 00:37:59,950
About before you start spending money and
potentially wasting money on Google ads.
606
00:38:00,550 --> 00:38:04,900
So here's a quick case study to
demonstrate what I was talking about with
607
00:38:04,910 --> 00:38:08,980
the ability to lose money on Google ads,
or really to compare and contrast it
608
00:38:08,990 --> 00:38:13,150
properly managed campaign against when it
was not properly managed.
609
00:38:13,390 --> 00:38:18,920
So this was for an E commerce client that
had set up their own campaign and had
610
00:38:18,930 --> 00:38:22,990
hardly any of those checklists of best
practices in place with.
611
00:38:23,050 --> 00:38:28,910
Upper campaign structure, tightly themed
ad groups and AB testing on ad copy and
612
00:38:28,920 --> 00:38:32,970
match type usage and negative usage, and
they were just, they were getting
613
00:38:32,980 --> 00:38:36,370
something out of it, but not nearly what
they could have been.
614
00:38:36,380 --> 00:38:40,240
So we took over the account and spent the
first month rebuilding it.
615
00:38:40,300 --> 00:38:45,230
And So what you're looking at here is the
so their old version was still running
616
00:38:45,240 --> 00:38:49,120
while we were rebuilding it, so we
launched our version in month two, so our
617
00:38:49,130 --> 00:38:53,130
version as compared to their version got
618
-->
00:38:53,140 --> 00:38:58,010
Thousand nine hundred and ninety two
619
00:38:58,710 --> 00:39:01,920
about twenty seven hundred dollars less
on the ads.
620
00:39:01,930 --> 00:39:05,320
That's a massive, massive, massive
difference.
621
00:39:05,330 --> 00:39:10,270
They were wasting a massive amount of
money by not having this configured
622
00:39:10,310 --> 00:39:13,080
correctly and that was just the first
month.
623
00:39:13,090 --> 00:39:19,480
We continued to improve as we did more AB
tests over time and even just the second
624
00:39:19,490 --> 00:39:22,950
month of us managing it, we had another.
625
00:39:23,450 --> 00:39:27,280
Almost 6000$ increase in revenue and
626
00:39:27,360 --> 00:39:31,690
spent again a little bit less, but less
for even more.
627
00:39:31,700 --> 00:39:35,890
So there, I mean the sum total of the
amount of money they could have been
628
00:39:35,900 --> 00:39:41,300
making off of it by spending less on it
was just like our management fees like
629
00:39:41,310 --> 00:39:43,310
more than paid for themselves.
630
00:39:43,320 --> 00:39:45,130
So keep that in mind when deciding
631
00:39:45,140 --> 00:39:49,680
whether to educate yourself and take the
invest the time and educating yourself or
632
00:39:49,720 --> 00:39:53,840
invest the money in someone who really
knows what they're doing either way.
633
00:39:54,030 --> 00:39:59,800
It is. Whether you do this yourself or
you hire someone, it is very important to
634
00:39:59,810 --> 00:40:02,820
be involved in the monitoring of the
performance of the account.
635
00:40:02,830 --> 00:40:07,420
So if you have outsourced this, that
means having a monthly call with your
636
00:40:07,430 --> 00:40:10,130
Google ads specialist or agency.
637
00:40:10,470 --> 00:40:13,050
And if it's yourself, then just be in
638
00:40:13,060 --> 00:40:13,680
there all the time.
639
00:40:13,690 --> 00:40:16,000
This is not something that should be said
640
00:40:16,010 --> 00:40:22,240
and forget it ever there's always room to
squeeze more and more performance out of
641
00:40:22,250 --> 00:40:24,220
it and to make sure the performance.
642
00:40:24,230 --> 00:40:25,190
Slip overtime.
643
00:40:26,360 --> 00:40:30,720
What does that look like?
Well, at first it looks like checking on
644
00:40:30,730 --> 00:40:33,640
things daily.
It's very important to check daily and
645
00:40:33,650 --> 00:40:37,370
then weekly at a minimum with a full
analysis monthly.
646
00:40:37,830 --> 00:40:39,720
So monitor your search terms closely.
647
00:40:39,730 --> 00:40:41,140
That's the thing we were talking about.
648
00:40:41,150 --> 00:40:45,940
Where because of the allowance of synonym
usage by certain match types, you may be
649
00:40:45,950 --> 00:40:48,870
paying for clicks on the wrong words for
your business.
650
00:40:49,250 --> 00:40:52,910
Monitor your clickthrough rate for all of
your ads and keywords.
651
00:40:52,920 --> 00:40:55,970
Again, that's the percentage of people
that see your.
652
00:40:55,980 --> 00:40:59,720
That end up clicking on it make sure that
it's at least 2 %.
653
00:40:59,730 --> 00:41:05,390
Anything under 2 % is should not be
considered acceptable, so continue to
654
00:41:05,400 --> 00:41:07,290
tweak and optimize until you hit two.
655
00:41:07,300 --> 00:41:09,860
And if you can't then maybe don't
656
00:41:09,870 --> 00:41:11,240
advertise with that keyword.
657
00:41:12,010 --> 00:41:14,140
Also, monitor your cost per click and
658
00:41:14,150 --> 00:41:16,070
cost per lead and conversion rate.
659
00:41:16,100 --> 00:41:17,610
All of the things that I just showed in
660
00:41:17,620 --> 00:41:22,820
that case study example, you have to have
to have to make sure the math works out
661
00:41:22,830 --> 00:41:27,590
for you and your margins, or else you're
just flushing money down the toilet.
662
00:41:28,440 --> 00:41:35,550
So all that being said, if you do want to
run this yourself or even just get a bit
663
00:41:35,560 --> 00:41:39,830
more educated on it so that you can
evaluate how your expert or agency is
664
00:41:39,840 --> 00:41:41,620
doing at managing your campaign.
665
00:41:41,760 --> 00:41:43,650
We do offer coaching and training
666
00:41:43,660 --> 00:41:47,470
services and that is you can find the
details here.
667
00:41:47,480 --> 00:41:50,810
You can email me to book a session if
you'd like.
668
00:41:50,820 --> 00:41:55,210
If you want to just do one off session,
it's one ninety five per hour long
669
00:41:55,220 --> 00:41:58,660
session, or if you really are sure you
want to work on this.
670
00:41:58,670 --> 00:41:59,680
Regular basis.
671
00:41:59,830 --> 00:42:01,970
You can get a bundle of four sessions for
672
00:42:02,110 --> 00:42:03,710
700$ to use over 8 weeks.
673
00:42:03,720 --> 00:42:05,960
So you can meet once a week for four
674
00:42:05,970 --> 00:42:08,510
weeks or once every other week for eight
weeks.
675
00:42:08,590 --> 00:42:15,450
That is personalized one-on-one time with
myself and personalized custom curriculum
676
00:42:15,550 --> 00:42:17,250
for exactly what you need to know.
677
00:42:17,260 --> 00:42:18,720
Maybe you already know all about match
678
00:42:18,730 --> 00:42:21,920
types, but you want to work on landing
page quality, whatever.
679
00:42:21,930 --> 00:42:27,550
Wherever you're at will gear the agenda
to exactly what you need, and each
680
00:42:27,560 --> 00:42:29,090
session is recorded on zoom.
681
00:42:29,100 --> 00:42:31,750
For future reference, so I do tend to, as
682
00:42:31,760 --> 00:42:35,040
you can see in this course brain dump a
lot of information in an hour.
683
00:42:35,050 --> 00:42:40,260
So we want to make sure you have the
ability to go back and review anything
684
00:42:40,270 --> 00:42:43,640
that we worked on together so it always
record the session and send it
685
00:42:43,650 --> 00:42:46,000
afterwards. So that is it.
686
00:42:46,010 --> 00:42:51,020
If you do have any questions, feel free
to email me with questions on either the
687
00:42:51,030 --> 00:42:54,470
coaching program or just the material in
this course.
688
00:42:54,570 --> 00:43:00,620
You can also find me on online on all the
socials, facebook dot com slash pam and
689
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marketing at payment marketing on
Twitter, etcetera, etcetera.
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My website ispamandmarketing.com
if you want to reach out that way.
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I would love to hear from you about your
experience in this course, if there's
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anything that could have been made
clearer.
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Or just any lingering questions you have,
please don't hesitate to reach out.
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