Hi, everyone, welcome back.
Today, we are going to talk through how to build your first campaign and Google ads.
So we left off last time after creating the Google ads account.
So today, if you navigate back into your Google account through ads, Google Dotcom and log in and
you should come back to your interface as shown on the screen here.
And if you think campaigns on the left hand side, you will see this screen where we left off.
Now, to get started, we're going to either click this button here.
All this plus new campaign down here.
So let's go ahead and click the new campaign.
So, again, Google will give us the options of a goal that we would like to create for this specific
campaign, again, you've got your sales target goal leads Target or maybe you just want to build some
brand awareness.
You can pick a goal depending on what this campaign is designed to do, or you can go ahead without
creating a campaign goal with this option here.
So we're going to go ahead and create a goal for leads, because that's what I want to target for this
specific account.
And then today's campaign tape, we are going to be doing a search campaign.
So this is going to be a campaign designed to generate traffic and leads from my Web site via text or
Collard's, as it describes here.
So I click through onto there.
And then again, you have some further options so you can select the way you like your to reach your
goal.
And so through the Web site, the two phone calls to shop, visits to lead submissions, etc., and
if you hover over anywhere on Google ads, a lot of times it will have a little question mark which
will give you further information about why you need to select the step.
So he tells us and that this helps to customize your campaign instead of focus on settings and features
that can help you get the customer actions that matter most to your business.
So I'm going to leave this section blank, actually, because you don't have to choose an option here,
and I'm also going to skip through the conversion truck and sit in at this moment and just go ahead
with the campaign build so I could continue.
So next up, you have your campaign them, so make sure you create a name that is easy to understand
both for yourself and if someone was going to potentially take over your account in the future.
So it's important a campaign level to have a good structure.
And we will go into this in more detail on another video.
But just as a basic introduction, some best practices include things like mirror in your website or
at least mirin the goal of the overall business.
So, for example, I am going to do a campaign designed to generate leads for and people are looking
to learn about PPC.
So I'm going to call this campaign PPC training, and then I'm also going to put the match type of the
keywords that would be included in this campaign.
So there is three different match types available within Google ads.
You have exact match phrase match and broad match and broad match is divided into two.
There's broad and there's a broad match modifier.
Initially, we're going to build our campaigns to exact match and there will be further tutorials on
this course, which we'll talk through the match types in.
So for now, I'm going to add a dash and exact to show that this campaign is holding purely exact keywords.
Yeah, we have our networks options and to start with, we are only going to appear on the search network.
Display network is another way of expanding your reach through Google, but it's not going to be relevant
for the specific campaign.
So we will take this section.
And there's also option here to include what's known as Google Search Partners.
And these are partner sites to Google and where you can also show your ads.
I am open to either including search partners or not.
It depends.
You know, if you have any experience of using search partners, I always recommend when starting the
day to test.
So if you include search partners, just give it a few weeks and then just review the platform itself
and see if it is profitable for the business.
And sometimes you can gain some good quality leads.
I myself achieve a cost of sale and then you can do on the social network.
Other times it doesn't work as well.
But do be mindful that the search partner network can't be optimized.
It's simply just an opt in or an opt out feature.
So moving forward for this campaign, I'm personally not going to include Google search partners at
this time.
So I'm going to take that as well.
Yes.
Give you a loan of efficiency that most advanced advertisers do actually include on their ads.
And so do feel free to test this network.
Then you've got the show, more Centonze options here.
So if you could do that, you've got things like you started and did campaign your options and dynamic
search ads and this should all be fine.
You can leave this as it is.
You do have the option to create and this is going to be for companies that do actually have an end
date.
Most people will just run a campaign and pause it when they see fit, if they need to.
But do feel free to add and end it.
If it is necessary for your campaign business, then you've got and small kind of granular targeting.
And this needs to be correct because this has to do with who you're targeting and your audiences the
way you want your ads to appear.
So first things first.
You've got your locations.
You can target all countries and territories, which usually isn't a good option unless there's a specific
reason that you're building a campaign around that I am going to be targeted the U.K. and because my
campaign is designed to attract people in the UK, bacon and other locations.
And so, for example, if you want to just target London in the UK, you can do that.
And if you want to target multiple locations, you could just start in each one and add them in.
And you'll see you'll start seeing how many locations are being targeted and your potential, which
are on the right hand side.
So if you have over here again, this is just Google's estimate of how many people are not interested
in location that you have selected.
I'm going to go back and just choose my, you know, your kingdom option as well.
You can change your location options down here.
There's three different options.
And to target the recommended option is the one I suggest to use and again, for excluding people languages.
In my case, personally, I'm going to be targeted in the.
English language, I would recommend that you target the language in which your ads, in key words,
will be written in order to keep the relevance.
If you are doing multiple different languages, it's best to have multiple campaigns for that and ads
to go with it.
The section had to select your audiences and we could just leave this blank.
At the moment, we don't have any specific audiences, both from a marketing perspective through JE
or anything as of yet.
And so we're going to leave this area blank and there will be another tutorial in this course to talk
in more detail about how to build audience lists and how to apply them to your campaigns.
Then we have your budget and bedin section, so here we are going to decide how much you want to spend
on your new campaign and Google ads so you can put something as little as one pound if you want to,
all the way up to, you know, as much as you want to spend.
And remember that this is a daily budget, not an overall.
So maybe calculate how much you want to spend per month or for the campaign duration and rate that I
would pay you.
So I'm just going to put ten pound in half an hour and then move forward.
And here we have our bidding options.
So, yeah, again, if you have a rule, if I give you a bit more information about what to focus on
Hasso, this is the metrics that you'd like to focus on.
So would you like to be driving clicks?
Would you like to drive more impressions?
Share so clicks.
Are people clicking on your ads and impressions share is the percentage impressions the ads receive
compared to what's available in the actual market.
And then there is an option.
I'm going to leave this here as clicks and there is an option to set a maximum speed limit here.
So it's given us a notification just here saying that this campaign will use the maximize clicks bid
strategy to help you get the most clicks.
So it is a bit of an automated strategy from Google's part, but the maximum CPC limit gives you some
control over how much you will be paid.
And so I'm just going to put in one pound fifty here as an example of how much I want to pay for each
time somebody clicks on my ad, this blue link here, if you click on and says it gives you other options,
you can click the USB port first strategy.
Creating your portfolio strategy is something we will do and another training session throughout this
course.
So just ignore the section for now and proceed.
It can click the back to sended strategy option here and it will go back to where you were.
And if you drop down again with more Suttons, we have convergence as gurdian agitation, agitation
is best left as is optimize the best performing ads and so Google will or your best ads all the time.
Your ad schedule at the moment is going to be set to all day.
But again, this is a feature that can be optimized.
And basically how this works is you can show your ads for specific times of the day and specific days
of the week.
So if, for example, you want you want your ads to run between call business hours, nine a.m. to five
p.m. and Friday, you can create an ad schedule that will allow this.
But again, this will all be explained in individual tutorial sessions.
Throughout this course, conversions are key to make sure that your account is achieving what you want
to achieve from a conversion level, from leads to sales or whatever that might be.
And so we will do another course to show you how to set up conversion tracking.
But for now, you can leave the section as it is while we set up our first campaign.
And again here at Extension's is something that will help improve the overall performance of your ad.
So it is what it says and the text is an extension of your ad copy.
And this will also be left blank at this moment as we create the company and child.
And we will come to sell ad extensions in more detail, further in the course so we can just click,
save and continue.
It's going to take us to the next set on set up section, which is going to be our ad group.
Now, it's important, again, to name your ad group and in line with what it is, Horden.
And what I mean by that is so you have your structure is Glads account, followed by campaign, which
then holds ad groups, which holds your keywords and your ads.
So within this ad group, sometimes what I would suggest to do is start creating the keywords that you
want to apply for first before naming the ad group.
So I'm going to put in some keywords that will fall in line with what I want to apply for when people
search.
So I want to keep for the keyword PPC training and also a variation of that keyword, which is pay per
click training.
And I also put a different version in.
That is also means training, but a different way of saying it's all in PDA.
And and I'm just going to use these three keywords as an example to start.
I'm going to name this output Deepsea Trade-In.
I don't need to put the match type segmentation on here like I did with campaign.
So when we wrote Exact previously, because this ad group is going to sit within the campaign that is
already named exact.
So I know that these keywords are going to be exact, but in order to ensure that they are exact, they
need some parameters.
So basically Google has ways to identify the match type.
So if they were left, as is, this would be classed as a broad match keyword.
And in order to make an exact match keyword, you need to add the square brackets to the beginning and
the end, just like this.
And if you wanted to make your keywords phrase, you'd replace the square brackets with a speech mark.
So it would look like this.
And if you wanted to make a broad match modifier, it would look like this.
And abroad, just again, is like this, so you'll see at the bottom here, it's got so much type breakdown
actually from Google that you come with ODU, which tells you a keyword without anything around.
It is a broad match.
Key word with the speech marks is a great match and key word with the square brackets is an exact match.
It doesn't actually give you the definition of broad match modifier, which is this one.
And this is using the plus signs.
And just to tell you quickly, Broadmarsh modifier basically means that anybody who's searching on Google
search engine when the types and again, if the keyword in our company and has a plus x rayed, it means
that this needs to appear in the sentence somewhere in the search.
So, for example, if someone was to type, I want to learn, say we would be able to pick up the sentence
through the fact that there's the word learn in the word people say in here.
It would also get picked up from the phrase to than people say, because this phrase that people say
is also in this overall search.
But again, we will go into this in more detail in the future.
So for now, I'm going to remove that and continue with my build with exact match keywords here so we
can pick the up and continue here at the bottom.
And now we have the option to create our ads.
So here we are going to do what's known as an expanded text out into the new text, that format used
by Google.
So you'll have some different options here that you need to fill in.
And on the right hand side, it will give you how the ad will potentially look when somebody searches
for it in real life.
So here I'm going to add in my Ururoa and I'll give you a quick tip for building.
And so if we navigate to the website where the ad is going to be sent, this is the best way to understand
the messaging behind the website.
So if you are building a campaign for yourself and your own business, you probably got a really strong
indication of what you want your kids to see and how you want to promote your business.
And that will usually correlate with what's actually being said on your website.
And if you are building for a client, it is a really good idea to refer to the website and try to understand
the tone of voice that's being used on the website.
So how does the brand come across as a specific words that you use within that?
You know, the text on the website.
Have you spoken to your client about, you know, specific key messages that they feel is important
to their potential customers and try to include what's known as USP?
And that's your unique selling point.
So what makes you different to other businesses?
Because remember, the ads are basically in a competition with other advertisers who do exactly what
you do.
So you need a reason to potentially stand out your customers and give them reason to click your ad.
So coupled with that, you need to consider what's known as Kjus, and that's your call to actions.
So what is it that you want someone to do when they click on your ad?
Do you want them to buy your product online?
Do you want them to fill in a form online?
What is it that you want the customer to do when they interact with your business?
So, yeah, I've got my website breakdown of, you know, what privacy is and how you should be learning,
etc. Then there's an online enquiry form.
I can just fill in your basic information, send a message and you can start chatting about how you
could start learning with my business reference to success today.
And so this is where I would want to direct traffic to as a business based on the company that I'm setting
up, the papacy training.
So I'm going to copy the CRL and just paste it straight into the final euro section.
Now, it's given us a notification here and this is to do with the section.
So if you change that to s, the notification should go.
Yeah, I just copy that URL and check it.
It should, it's going to give us a notification.
See, my connection is not private, so that is personally an issue with my own site.
So just make sure you check your website as well to make sure you don't have this issue.
And but I have checked it and it will still it will still run.
So we're good to go now.
Headline one So this is important when you create in your ads.
So you've got three different headline, Telemann two and three, and then you've got two descriptions
and two paths.
Now, it is important that you try to utilize as much of this as possible.
Ideally, you want to be filling in all you have.
Lanes and all your descriptions and utilizing the paths and why you want to do this is because you will
dominate the space and take up as much room as possible, give the customer as much information as possible
in your ad so you can hear see on the right hand side that this is your character limits per line.
So they gets 30 as the two and three paths get 15 and your descriptions got 90.
So quite a lot of room there for your text and you want to try and get as much as possible in there.
So Headline one ideally needs to tie up with the main search that the potential user has typed into
the search engine.
So if someone has typed into Lin paperwork.
Yep.
Oh Lin people they are purposely training, I might have my headline as high quality.
People say training.
Yeah, it's in the right hand side, it starts showing me what the ad's going to look like now that's
only twenty five carat.
So I could actually try to think of an extension of the headline, but for now, I'm going to leave
it as it is.
And then I'm going to refer back to the website and see what it is that I am seeing.
So this is a good strapline, potentially one to use.
So I'm going to use that as my second headline and hope it fits.
It doesn't.
So often you will come across this issue, not you get you know, you think of something really amazing
that you could be seeing ad and you one or two characters over and it breaks your heart.
I've done it a million times, so we need to play around with what we can do with this.
So I know that this doesn't fit, so I'm going to get rid of that and change it to.
Start learning today and create a line that doesn't fit either.
So I'm just going to leave it as stop learning today, yet it's only 21 characters, but I'm happy with
that message.
So high quality people straight and start learning today.
And then I'm going to have a quick look here and probably use this success is just a click away stop
that I have for the business.
Pop that in as well.
Now, one thing you might have noticed is I am consistently using a capital letter at the beginning
of each word in my headlines and its personal preference, if you want to use it on words like is and
a, I always do what you can refer to the right hand side here and say how you prologues.
Some people like to just do it as you would when you write a normal sentence
with lowercase and just a couple at the start.
But I feel that it just doesn't look quite as tidy in ads.
So this is personal preference and please do test this.
You can try doing it all couplers at the beginning of each word, or you can try doing it in lowercase
case as you would normally write it.
So whatever go.
We've got my first couple of headlines.
I haven't done as much as I could with the second headline.
There's only 20 characters and I could maybe write this sounds a little bit cheesy in is probably not
going to go ahead with that and just stick with what I had before.
But you can say the idea that you can just play around with it until you get exactly what you want.
And remember, this is just one add the whole point of creating ads is that you're going to test them
and just some best practice in regards to ad testing.
You will ensure that you've got approximately three to five ads pay ad group.
So we'll continue building this pathway and path to is basically just going to be how your display,
your shows, it doesn't actually affect where your traffic is being sent to and but it just gives the
user some extra information.
So here you'll say this is what it's going to look like, say, slash training, and then you description's
should be as much information as possible about what the customer is going to gain from visiting your
website and going with you as a business so it can be through kind of some sections on your website.
And what I would just steal some ClipArt snippets from here to use in the ads as an example.
And so I'm just going to make this boot, which is still, as I say, training programs have something
for everyone.
So I'm just going to put.
And.
I'm going to leave it case for now, I would normally capitalize all this quickly as well, but just
full speed based on the tutorial.
I don't want you getting bored.
We're just going to leave that as it is.
And and then I'm just going to put this message again here.
But normally we would take the time to write out a full ad message that would fill in the 90 character
descriptions for both Adam.
And like I mentioned, they is going to be another training session within this course, which breaks
down how to do ad copy.
And it will all be guided in terms of how to do, you know, the best message and how to make sure you
hit me hard limits.
And it will be doing that use in exile as well as you'll get some Excel skills in there as well.
So please do join us on that course.
OK, so we're happy with that and we will even continue to the next section.
So you can say that we've got one add and congratulations.
Your campaign is ready to go.
So if I click continue to campaign, we will now see on the left hand side, you have your in your actual
campaign has the capability.
And if you click that's option.
You at the very top says all campaigns, it will take you back to the overview section of your account.
So when you first log in and this is where you will come to in the future and then you can click on
campaigns and there before it's a new campaign, you now have your very first brand new shiny PC campaign.
OK, so this is the section where you'll start to see performance as your campaign begins to run.
So things like impressions, clicks and conversions, et cetera, which we will talk about and analyze
in another training session throughout this course.
Now, just to give you a little bit of a quick overview into what you can now see.
And if you click on this campaign here, you can say there's a lot more tabs available on the left hand
side compared to what the was previously.
So this is where it starts to get a little bit more technical.
And we, of course, will be guiding you through every step of the way.
So you know how to use each and every one of these sections.
And so what's happened here is you've come into your outgroups section that you are in within the campaign.
You click on here, you now go through your keyboard section and you can see the individual keywords.
And to the right, obviously, there's no data as of yet because we haven't actually run anything in
the campaign yet.
But this is where your data will show in the future and you can just kind of drop down here for different
date ranges that you'd want to look at.
So if you were to set this campaign live and active today, you would start analyzing it from tomorrow
to see whether it done anything today and tomorrow moving forward.
And just as a note, this campaign, although it is set to enabled so it's in green here, it won't
actually run at the moment because I haven't heard any billing information.
And you potentially haven't either.
So we will do a Quick Step-By-Step guide on how to enable that information to get that set up and going.
Also, guys, ideally, we have just done a basic set up of the campaign, so I wouldn't recommend activating
your campaign as of yet because there's so many more factors targeted that you need to be aware of and
should be utilized in order to get the best success from your campaign.
So if you could hold off a little longer and join us again for our next tutorial, which we'll talk
through some of the additional talking to methods available for your campaigns, then we will have emails
and campaign ready for you to run very soon.
Thanks again for joining.
And keep learning.