Hey, folks, welcome to module #2
Our expert will cover search advertising campaigns on Google, so get ready to take some notes and let’s jump right in. All right, So when we first created Google ad campaign were going to be asked to choose a goal.
Now, ah, goal is not a campaign type or an ad type.
There’s several different types.
In fact, if you hover over, you’ll see under each one down here.
There’s several types of campaign types or types of ads that can correspond with these goals.
The whole purpose of choosing a goal is that Google knows by what metric.
By what measure you’re going to judge the success of your campaign.
Were you really going after here, or do you want people to buy things that would be sales?
You want people to opt in and build ah list That will be leads website traffic.
All you care about this clicks and visitors to a Web property product and brand consideration here, just encouraging people toe.
Look further at your offerings, brand awareness and reached just getting your identity and your brand and your image out there in front of us as many people as possible so that there are wary.
They’ve got that top of mind awareness that you exist.
They’ve got APP promotion which is specifically tied into getting people to download and install an app.
And then you’ve got created campaign without a goals.
Now, this is not really advised unless you’re a little bit more advanced than you know, Google ads like the back of your hand.
It’s best to choose one of these presets when you’re starting out here.
So we’re going to say we’re going after sales, Okay?
We want people to buy will stick with the example from the previous module.
Let’s say we’re selling a diabetes related product.
We want people to buy that product, click through and then purchase.
Now for this module.
All we really care about this search display shopping, video, smart ads, discovery and these are all really great.
There’s a whole lot potential here inside of the Google ads universe, but we’re gonna focus on search ads, which means literally those things that look like search results at the very top of the search results page.
But they say add or sponsored right underneath him.
Now what we’re focusing on for reaching our goal is going to be website visits that they were doing.
We’re not actually looking for people to show up and a physical address.
We’re not looking for people.
Teoh Call our business.
We’re not looking for APP downloads.
So for this will put in our website, which have just made this up.
Diabetes be gone dot com would continue.
I know that’s a real website or not.
And here we have an option under networks to choose just search or searching with a little bit of display network, which will basically take your textual ads and display them in the place of display Network adds around the Internet.
We’re gonna turn that one off.
It has its merits, but we’re trying to stay nice and simple and focus just on search engine result pages for this example.
They were doing locations to target, Let’s say United States and Canada.
Okay, if we wanted to, we could really drill down.
We could do some geo targeting use Radius is and, you know, put pins in the map.
And that sort of thing states cities.
We really, really get very refined here.
We’re just gonna go with North America here, Okay?
The United States and Canada.
We’re gonna go with English as our language or a de select French.
Okay, I think it automated automatically went with French because we chose Canada.
And that’s one of the main languages up there.
We don’t have existing audiences in this scenario.
Okay, if you did have audiences, you could incorporate those into your ad campaign in various ways.
That’s based on your retargeting pixels and audiences you’ve built and customized and saved in the past.
Since we’re kind of starting from scratch, we’re gonna pretend we don’t have any audiences.
And we’re just gonna, you know, attract our audience and art our target market to our website to buy our product for the first time from scratch.
Now it’s important to understand that this here is a monthly figure under budget.
So what this means is, on average, you’ll spend this each day based on the total that spend over the course of a month is that kind of makes sense.
So if you put Tenny, you could be seeing numbers like $20 per day, some days and $5 a day.
Other days, but it will average out to this amount per day total by the end of a month.
Okay, so just keep that in mind when you’re setting your budget.
And don’t be surprised if this actually fluctuates up and down.
Um, from one day to the next.
Now bidding you can choose multiple options for what you want to focus on.
Conversions is recommended because that’s the most important thing.
You want people to take a specific action, right?
And the best way to actually gauge this is to ensure that you’ve got your pixels and all that good stuff on your websites.
So your Web developer will be given a little snippet of code that you can put on your pages.
And you wanna focus the bidding on people who are most likely to convert and successfully take a desired action on your Web property rather than the just sending clicks to your website.
Okay, although that’s also an option as well, depending on your goals.
OK, so this campaign is going to use the maximize conversions bids for energy to help you get the most conversions out of your budget, just like it says right there now the next couple options here are Ah, a little bit more advanced.
You’ve probably seen these in the results on a Google search engine Results page, for example.
You’ve got some of the pages underneath a main website result.
You’ve got other pages, you know, for, say, help for pricing or something like that links that you can click on within the ad.
Sometimes it will be a phone number there that you can click on and digitally call someone right there from inside of the ad on the search engine results page.
So those are pretty cool.
We’re not gonna mess with those right now.
They are proven as you can see, that to get higher, click through rates when you add these features.
But we’re gonna stay sort of bare bones as we move through this for this example Now the next step here is going to be a set up your ad groups with keywords that you’re targeting for these search advertising campaigns.
We went with diabetes, be gone dot com and actually started pulling keywords based on that domain.
Now the reality is what we don’t have to look it up.
And, as you can see, There is no diabetes related website at that domain.
And so instead of just giving us domain hosting related stuff that found when it’s crawled and went to that, you are all there’s probably one of those parked sites there with a go daddy or some other register are saying, Hey, you could buy this domain if you want or something along those lines, so we don’t really want to focus on this too much.
In fact, let’s get rid of this is no longer considered.
I was just type in glucose monitor blood glucose.
Let’s go with those two key words first.
Now let’s try and monitor, see what we come up with.
So basically Google is going to be recommending okay, certain keywords that might result in people you know who are looking for your product.
Finding your product.
You can add as many of these as you want to that ad group, and that particular ad group is going to focus on those keywords.
You could also create a new ad group here if you wanted to, and with that new ad review could go out and do your own keyword research inside of the Google keyword planner, for example, where you could take words like this.
And it’ll tell you, on average, on a monthly basis, how often people search for those keywords and even sort of prioritize which ones you want to stick into, which add group based on that information.
But right here, I think we have enough to go with to move force.
Let’s move on to actually creating the ad itself.
And this little box right here just means that it wants us to use the, uh, most secure version of the girls possible.
And I’ve got some pre written copy here that we can stick into.
The ad will see it change right here as we stick these things into these respective fields and you gotta pay close attention to characters here.
As you can see, that was actually a little bit to long.
So it’s 30 seconds per little segment of your a headline here.
30 words I should say, Excuse me, and they have expanded it quite a bit.
There’s 1/3 headline option now that there’s you can have two description copy lines there if you one so they have got a little bit beef here over the last a year or so, but that is pretty much it.
That’s our A successful at.
Okay, you’ve got the final euro.
They’re gonna be going to which is displayed in the ad itself.
Right next to the word ad.
You’ve got the headlines that you’re really where you’re trying to get people’s attention and call people out in the blue letters there and you’ve got the description underneath.
As you can see, it looks very much like a search engine results.
This is the desktop version.
It looks just like a search engine results, except the word ad is right there and that you’re paying money to make sure that people actually see it instead of having it down on page 5000 won.
So it save and continue here and let’s save.
And this will bring us to our summary page where we can have a look at all the different data about our campaign and confirmed that we’re OK with everything and that we’re ready to go forward with it, continue to campaign, and then basically our ad would be live from which point on we can analyze and assess which keywords performing bastard remove summit focused more on the ones that are performing better, that sort of thing.
Monitor, you know, items like your average cost per click as well as your conversion rates.
And it’s a good thing to keep an eye on in the early days so you could make sure that your ad is shaping up to produce the results and the return on investment that you’re hoping to get out of putting money into Google ads Now in the next module, we’re going to be revisiting Google ads with this time for banner ads after we’ve gone through the process of creating a banner ad creative.