But guys, welcome to the AdWords most of us when I'm going to show you how to do AdWords properly. But today, we're going to go through what AdWords is, of course, hopefully you're here because you want to know how to use that to generate profit for your own businesses. bit about myself, we'll talk about you know, why, why is this a course about Google PPC and not say, Facebook ads or Bing PPC. We're going to go through in order to do we're going to go through how to create an AdWords account. And then we're going to go through some keyword research and this is a crucial part of building a successful AdWords campaign and we're going to have a couple of exercises here as well. We're going to have go through some of the different ad format types different ad networks, which you should be aware of.

We'll go through setting up a campaign, okay, so you should be able to, we're setting up a campaign which you can pause. And then you can optimize once you've digested all this material. And then we'll go through some boring stuff, the Google policy, which actually is really important, because what is boring is the kind of thing that is why kind of come back and bite you afterwards. And I've actually experienced this myself. I have been subject to a ban from Google, because I was unknowingly circumventing some of their policies. And I have a lot of clients who actually have already started AdWords campaigns.

And it's remarkable how, how many of them don't actually understand how the ad auction works. And this is a fundamental part of Google AdWords, you really got to know how the ad rank works, how the ad auction works. So you can bid strategically and effectively, we're going to go through some conversion tracking options that you have, okay with Google AdWords. And finally, you know, just once you've kind of consolidated all this knowledge, we're going to go through some of the different strategies that exist with with AdWords, different kinds of campaigns you can have. We're going to talk a little bit about campaign management. And we're going to go through a couple of checklists, a couple of account building points and a checklist for how to run AdWords properly, you know, a good decent optimization routine.

And finally, you know, many of you are running busy running businesses, so perhaps you haven't got the time to invest in AdWords despite that, it's still useful. For you to understand, you know what forces are at play here. But eventually, if you want to go and get your address done for you then qualify your campaign manager properly. Yeah, ask the right questions. We'll go through some of that as well. And finally, we'll recap with a little quiz to as a service, a bit of a recap for your all the material.

So what is that words? AdWords essentially, is a advertising service. Okay, it's run by Google. Google's job is to match search queries that you just type in to the appropriate ads. Okay. And what Google does is it charges advertisers for the service, and that's how Google makes money.

Most of its money is made through advertising. What ours does is it's a platform that allows users or advertisers to display their ads to people searching for specific things. Yes. For example, if you are searching for a Nike, Nike trainers shop in London, then somebody might have an ad that is triggered by that search query that shows up on Google for me. Here's another example. Suppose I am looking for a high risk payment gateway.

This is quite a good example because this here, this company here, pay finder comm is coming up as number one for that search query. Now, I do a bit of SEO as well. And looking at that, that ad there. Number one, that's position number one. Okay. So hold that thought for a minute.

But let's look at the benefits right. So the benefits of Google Ads is that they can get you very, very targeted traffic is one of the huge benefits of of Google of Google AdWords. Okay, and the key thing here Which was with that example in mind is that can get you at the top of Google searches without going through months of effort with it with SEO, which is actually a very time intensive activity. So for some of you guys who are already doing SEO, let's have a look at the quick analysis of pay final calm. Yeah, it's a grid domain authority of one, which is terrible. And it has its only ranking for one keyword, just one keyword.

Okay. And it's not even ranking opposition one it's pay find a ranking position for its total organic traffic, therefore is no more than 9090 searches for that keyword a month. Yeah. Now, what they've done Okay, is they've circumvented months of potential SEO effort by bidding on specific keywords? Well, this makes it a very useful tool for validating markets for business ideas. Now, if you're anything like me, when I first started out doing internet marketing, I had about 50 ideas.

And what I did was use AdWords to quickly validate the markets and validate this business ideas essentially. Yeah. So have a look at the AdWords status of the domain petfinder.com. It's paying currently for five keywords, okay. And it's got about 500 or so 400 500 different searches, okay, that are triggering these ads. And they're all in pretty good positions as well position one, position two.

So it's coming up on the top of the search engine for some of these things without any SEO efforts. That's a huge benefit. So with this course, you know, this course is about Google AdWords. But what I want to get across is that this course is not really a product demonstration. Okay. Google AdWords is vast, so many different things you can do with Google AdWords.

Now, I, myself have been doing AdWords for about two years. And a lot of time when I confess, and I've worked from the outset, I'm going to say that I do not know the whole of AdWords, you know, but you don't need to, you can be content with the basics. You can be content and the basics and do the basics very well, to make a profit. I've met some guys who have been doing AdWords for 10 years. And even they don't know the whole of Asia. In fact, in terms of the Google exam, I think I've ever come across a perfect score.

So you know, if you want to learn AdWords, what you're gonna learn from this course is insights from me about the interface and how to use it to generate profit, you know, in some ways, Google runs the the AdWords Academy, which is kind of an online educational platform, which teaches you how to use AdWords. And you know, even then it's it's not the best place two there. That was because you're paying, you know, you're learning AdWords from somebody who's charging you to use it. Okay, so, you know, Google's agenda, Google makes money off clicks, generally. Okay, you paid for these keywords. And every time somebody clicks on your on your ad, Google gets paid.

So, you know, on a very kind of basic level, they wouldn't provide value to the users but on a very basic level, they're making money off the clicks. So what they want to do is maximize the click through rate for you. Okay, I've been very, I've been in conversation with lots of Google employees actually, and the strategy is very different in If you set up a brand new campaign, you're going to get a Google representative giving you a call to help you set up your campaign for you. And it's not going to be the most efficient campaign. Okay? They make money off the clicks.

So what I want to share with you here is so I'm not going to go through every single feature is fast, you've asked to do that. Yes, no one knows all of all values is immense. And it was great. The functionality has grown because there's a competition with Facebook ads is growing, Google's having to go back to the drawing board and develop new functionalities to compete in the marketplace. But the key thing is that by the end of this course, you're going to know more than 90% of average users out there. Now the truth is most average users don't even know how it works.

You have to go through AdWords Express the most inefficient platform within within AdWords there is but if you know how it works, You can leverage it effectively for your business, ultimately. So a little bit about me, I, a career scientist, okay, so I started out 10 years ago 15 years ago now, as a scientist, physicist, got lots of had lots of publications, research journals and things, patterns, but I had no money. So I went along to this wealth training seminar and I met a guy called Simon corson who runs the Internet Business School. I have over a three day diploma course because you know, the stuff he was talking about really resonated with me I thought Yes, this sounds sounds wonderful. I'm gonna make money in internet marketing. So, you know, going there armed with loads of ideas, but no money.

One of the key things I learned there actually was during this three day diploma course was how to do market research properly. Now, this was great for me, because it's About 50 ideas floating around in my head, I really wanted to validate these things very, very quickly and short of actually going and talking to the market physically. I didn't have to do that AdWords is great for doing this. Okay, you can really quickly validate markets for you. Ah, solid market research the proper way. And what I liked about AdWords was that it was, you know, is demand centered advertising.

It wasn't like the old school television advertising, which is just, you know, get everything out there and show it to everybody, which is the most inefficient form of advertising there is. Having a few numbers, I suppose. And I've gravitated towards things like SEO and AdWords, which is actually quite a numbers heavy platform. Yeah, it's the it's not the most friendly platform. When you first go on go and visit the AdWords interface. It's gonna be a little bit intimidating.

So we are doing this started a few drop shipping business. And the words are quite well. And now I started, I started after that I got the audio certification then began consulting clients on their businesses, AdWords campaigns. And, you know, as a scientist, I suppose I went into it with a hackers approach. You know, I was trying to testing everything trying attesting to the point where actually I was being a little bit naughty at times and trying to try to bypass Google's policies. And yeah, that came back me there.

They bit me the behind really, because I got disqualified by Google, disqualified, banned by Google several several times. But the good thing is actually but doing it in this way, right. There's so many blind alleys, I can actually tell you what not to do. So today, wherever from earning a humble salary couple of years ago, about two K or something like that, too. Now I'm generating over 80 k a month in sales, which is a statement from from worldpay. Capture report taken last last month in December.

And you know, Adams was responsible for the most part for this income. You know what we show you this to show off, you know, I'm, you know, not me, really. So just to prove that to you, here's my car I am not showing off. We're trying to do is establish some credibility with you guys. Because I confess I haven't been doing this for longer than two years. But I've learned lots of things along the way.

So why Google PPC there why this of course about Google PPC and not Bing Ads or, or Facebook ads? We're gonna have a quick look at the Google revenue. We're gonna look at the Google market share in a while. You should be taking advantage of its current market share. We're going to go through a few Google predictions, mobile trends for one of them and address a few common misconceptions about AdWords. And then finally, we'll summarize.

So why Google PPC? had a look at this. It's Google paid search clicks compared with Yahoo, Gemini, another platform and platform and Bing Ads as well. And you can see actually that in every every case, whether it be desktop or phone or tablet, Google is outperforming them by miles. Yeah. extension to that, you know, Google Search target advertising is huge.

Because it's so targeted, it's it's it's invested heavily invested into heavily by businesses, producing a global global revenue of of billions, actually. So here is a Google revenue for 2015. About 59.6 billion. Yeah, it's massive, massive, massive revenue. And just in that one year, over the course of a year, it went up by 20%. Yeah.

So Google is growing, Google is growing, and search advertising is getting a hold of the digital industry is growing like crazy. That's why we'll hit Google's share of the ad revenue. Right. So if you have a look at 2016, and 2017, there was a bit of a drop in clicks. This is because of the the, the competition really Facebook ads is, is amazing. It's great.

You can you can target your demo the your audience groups so well, that it's presented a bit of a problem for Google. Okay, it's pummeling Google at the moment. But despite that, you know, it's it's really got a healthy level. Yeah, look, I mean, the the app do they've they've dealt with that by increasing the the At the price of their ads, the ad spend is growing. Maybe also the number of users is growing as well. And the cost of clicks, as you can see is going up.

So the share has decreased since the advent of Facebook. Yeah, Facebook ads, but it's, you know, it's still at a very healthy level, it's at least 80%. And this is the fundamental difference between Facebook ads and Google Ads right. So, something called the ADA model of marketing which goes back to the 30s I think it is. And essentially, when a person buys something, they become aware of a product once it become aware of before, so become aware of a product, okay, they potentially generate an interest in that product. Yeah, they become interested in the product.

Once they're interested in the product, their desire for this product grows, products or service, and eventually that product that desire will shrink. Give an action. Okay, an action to purchase. As you go down that funnel, the likelihood of converting grows, right? So with Facebook ads, you're targeting passively to two audiences and now is fine, great. You audiences are very, very targeted.

But nevertheless, you're still advertising passively. Now when I was doing this a couple of years ago, I was doing Facebook ads versus also in both Facebook ads and Google ads. And I found that, you know, across the board, my conversions were way higher on Google Ads than with Facebook ads. And this is, you know, to a large part attributable to the reason for that. You know, Facebook ads are great, you know, generally I think across the board for b2c market, Facebook has a pretty good and probably a little bit Better than Facebook ads or Google Ads now because of the level of filtering median you can do with the audiences. But I think, you know, across the board, a lot of pro marketers agree that university that for the b2b market address is actually number one.

Course we discuss that fundamentals because search advertising specifically is targeting people who are already interested in the product. Google's got the largest market share of search ads, as we saw, but the problem is that Google AdWords is okay. Now, I asked you how many people here are doing Facebook ads? Okay, few of you. How many of you are doing Google ads? A couple.

Okay. Right. So look, I think the reason for this is because when you first log into the AdWords interface is ugly. Okay. I'll be honest, when I first logged into it, I was thinking tabs here everywhere is tabs for tabs and subtabs It's a nightmare. And there's a big barrier to entry there.

You know, with Facebook, it's a much friendlier interface. The inclusion of course, that however, is that you still want to take advantage of Google's current, you know, market lead really uses, but also not to neglect bing, bing ads, bing, bing, bing PPC, and we're gonna see later actually that what you can do with Google Ads is once you've created an account, it's producing an ROI for you. What you can do is simply import or export the Hulk account into the Bing platform very, very simply. Without lose, will we be able to hit the ground running with Bing Ads and now, as you know, with lots of businesses are run using Microsoft and Microsoft PCs come equipped with things like Internet Explorer and Microsoft Edge. which all have the Bing search engine is default? So, yeah, no, no, it's not to be sniffed at bing bing as volume is can be, can be quite significant.

And also, the key thing here is that it's cheaper. The clicks are about 20 to 30% cheaper. In fact, when I was doing it, it was I was getting about the clicks were half the price I was paying on Google ads. So my ROI was better. Even though my account structure was very, very similar. Back in the days cost per click for Google Ads was about a penny one p two p. And the game has changed now right?

You're paying about a pound a click these days, you know, in some industries, you paying as much as 50 pounds a click. So if you don't know what you're doing, he can be incredibly expensive. You know, you can make some very expensive mistakes. Back in the days, you know you could do back in the days it was It was very forgiving, the game was very forgiving. Now, now you really got to know what you're doing. And another thing, right, so, in the World of Internet Marketing across all the industries, the average conversion rate of a website is about 2%.

So if you consider that, you know, if you're paying about a pound a click was that this does go with a conversion rate of 1% paying upfront at a pound a click, that's a you know, 100 pounds, or cost of a conversion. You know, if your profit margin is less than 100 pounds, which for low value items, of course it will be, then you know, you're not gonna make any money, you're not gonna have any ROI. So you really don't have a good funnel. Now what you want to do is use AdWords to extract the most you can from customers lifetime value. Yeah, it's not just about the one product sale anymore. You can't really get away with that unless you have really high value products.

So a few merits using the Google Google PPC. Yeah. You know, nowadays, just recent developments that have come about since Facebook increased the competition, you can use Google AdWords for lead generation for phone calls, you know you can do is you can set up Google ads and your local business in an area. And what can happen is, if you're selling if you're, if the user types in a certain search query, it will trigger your ad, and your phone number and a phone number will be there. And a different phone number will be shown to every user. So what this means is Google can track what search query led to which phone call, and then you can track which phone caller to which conversion.

And then finally, you can even if you're a local business, you know selling face to face really, you can still use Google AdWords to to Launch is launching a phishing campaign and target effectively. Yeah, for your conversions. Google Shopping right now back in the days This was free it's not so it's not free anymore. Google Shopping campaigns if you're an e commerce This is an absolute must nowadays. And remarketing we're gonna go through some of this a bit later but with remarketing it's a it's a very cheap way of increasing your conversion rate okay because what you're doing with remarketing is your your your retargeting. The same people using cookies, you know, they're what they do, you visit our website, and website we install a cookie on your, on your device, on your on your computer.

And it will keep targeting you again and again. And again. We'll keep showing you the same ad and human error essentially fatiguing the buyer fatiguing the visitor into buying something from you. And this can be very effective. You know you I'll show you a little study there, it's gonna, we're going to see that actually you can increase your conversion rate by two and a half percent just by remarketing. The good thing about PPC platform Google Ad platform is that the ad auction is rigged in such a way that you can actually compete against people with deep pockets.

Okay, by optimizing the quality of your ads, that good quality ads, you don't have to pay that much money to get into first position compared to your competitors will go to that much later. Mobile trends this is a this is a huge area of growth really in internet marketing at the moment. This is from 2016 into well between 2015 and 2016. You can see that the search advertising the mobile format format's mobile searches grew from 40% 53% is share not only has it grown its share has grown as well. Yeah. And you can leverage this effectively you what you can do is do campaigns specifically on mobile devices.

You can do Google AdWords campaigns, specifically on on mobile devices and specifically for desktop users. So we began covering this as well as address a few common misconceptions about AdWords, okay, you can't be the big companies. The truth, these are big companies, they will hire maybe PPC management team, and they got is a big company. They've got lots of campaigns running and it's hard to be very, very efficient. Now, what I want to share with you today are going to be strategies you can use to be very efficient in your campaign get the cheapest clicks to give you a chance to competing with the big companies It's expensive. You know, we're going to show you a little when we get to a live example where the cost per click has come down by 50%.

Yeah, we've gone from paying around 60 per click to 25 per click. So, you know, you can still get clicks for 10s of pets. It's not doesn't have to be that expensive. No one clicks on the ads. So it's true to say that the organic listings, take the bulk of the traffic, okay, they take a van, or not on a on a Google search results page, but 85% of the clicks are taken up by the, the organic listings 15% of the clicks taken up by the the Google ads. So it's not a huge amount, but it's, you know, it's still substantial 15% it's not to be sniffed out.

If your search volume is around, you know, 10,000 in total, then you're still going to be getting about 150,000 That 1500 visits potentially well shared between your you and your competitors. Google has the largest market share of search ads. Yeah. We've already discussed that. Now, a lot of business users, business admins users, what they do is they set up a campaign, and they'll walk away. And they will say, yeah, address doesn't work for me.

You know, for admin success, you're going to be closing the feedback loop on a daily basis logging in every day, you know, turn it into a ritual. You know, you can't walk away from AdWords. First position is the best, the most profitable. Yeah, well, look, I mean, you've got four acquisitions on top of a search page, search results page, and it's true To say that the first position gets most of the clicks. But they also pay more for that first position that privilege. So, being in the first position is not always the most profitable, you know, you can come in at number two or number three, get cheaper clicks, and still raise your overall profit.

When I started doing AdWords, I thought I was going to click at night. So I scheduled my delivery of my ads during daylight hours. And eventually, I thought, let me just try a campaign. Let's try it at night as well. Turns out actually, for my industry, just selling supplements at the time. Most of the users were coming in at night, right?

So people do click on the ads at night, okay, it's not it's not a given. So let's go through how to set up a Google AdWords account, you know, something that you only ever do once If you're in a business user, and it only takes five minutes, so I would ask you guys to go through an exercise and select your accounts as well. So when you first start creating your account, you want to encounter something called AdWords Express. When I address that here, you have something called the my MCC, the my client center. And what this is, is a platform to consolidate all of your, if you have multiple accounts, say if you're managing accounts, or others, or you might have several businesses, it's very useful to have an MCC account. We're gonna talk about something called AdWords editor, which, how many of you have heard of AdWords editor?

Right? No one yeah. So I was editor is a downloadable tool that you can use to make bulk edits. We make sure campaign management so much more more easy. We'll talk a little bit about that. We're gonna talk about the various billing options.

You have I'm going to summarize. So Google AdWords Express versus regular Google AdWords, okay. Now, when you first start creating a Google account, Google AdWords account, it will lead you down the path, the default option of AdWords Express and when most people tell me they haven't, they're using AdWords and they have, it's not working out for them. The reason is because they're using AdWords Express. Okay, ours Express, Google realizes that it's a little bit intimidating the AdWords interface. And what they've done is they've created a platform called AdWords Express, which is a dumbed down version of AdWords.

But what they've done is they've stripped away so much functionality that it's, it's not a very efficient tool. Okay. AdWords. success comes ultimately down to efficiency. AdWords Express has a lot of the inefficiencies built into it. The the inefficiencies built into it.

Okay. It's Generally speaking, it's too inefficient for successful campaign. Now you can use it to make some money is it's not unprofitable. But you know, your best bet is with regular AdWords. So what you want to do is, you know, avoid it, okay? Now when you first create your account takes about five minutes, all you need is an email address.

And it doesn't need to be Gmail, it can be your business email address, you need a credit card for your billing. And you need to have a website to direct the ads to that when you do that, I want you want to do it with me, you're going to find that you're automatically going into AdWords Express. And we're going to do here is revert to AdWords. Okay, so you go into here is the the URL to set up your account. You go into, click on the green button, start now. And this is where you're going to account so once you've filled in some details, you're gonna it's going to be the AdWords Express option that's going to be highlighted by default.

Now what you want to do is you want to switch to AdWords regular eventually gonna come to this right so your account settings now there are certain things that you can set on your account okay your your this is kind of a your first campaign really so within your first campaign here you're you're setting your budget and this Google works in the daily budget so if you have a monthly budget, just if you have a monthly budget, just simply divide it by 30 that gives you a daily figure. And you can see here there's lots of locations Okay, so you can filter by location, you can have your AdWords ads trigger only in certain locations. You might be a you might have a local business and you might find that certain parts of your area are rundown. So you might want to exclude those those areas by postcode you can even exclude postcode Yeah, you can include postcode you You can exclude postcodes so to make sure that your your ads don't show in IP addresses in these postcodes because they don't really represent a prospect point.

So, next, the keywords well Google do is Google is pretty clever. Okay. So what it will do is it will cool your sites, it will call your website, your homepage particularly and it will work out itself which keywords to start bidding on to get some traffic. The point to note here is that not all these keywords are going to be that effective for you. Okay, Google was a machine it's not the most the is not very effective or working out which the profitable keywords That's for you to work out later on as you optimize Your account and do your keyword research. So take this with a pinch of salt, you know, but it's not the worst idea in the world to start something here.

And same with the ghost, same goes with a bid, you know, you're gonna, you've got the option here of placing your bids. In the beginning, you're going to have the option of going for either manual bidding, automatic bidding, for the most part genuinely be where you can do manual bidding. And it is, you know, more effective to do it that way. But in the beginning, you know, you don't really know what you don't know you don't know what the average bid is. So to have any prospects of having your ad show up. It's not the worst idea in the world to go for automatic bidding.

Yeah, just to get the data. And what that will do is that will start showing your, your your ads. Now, just be wary here because what can happen is if you go from manual bidding, and you're not actually anywhere near the average The the average ad the average bid price for your for your niche. What Google will do is that without telling you, it will ultimately penalize you. Okay, by not showing your ads anyway. So I think this happens a lot with new accounts.

So just be aware of this and probably the best way to safeguard yourself against this is by going for automatic bidding initially to get your data. Yeah, and you know, present some metrics for you to reach and the number of impressions that you're you know, you're you're going to get based on the bid and the keyword search volumes. But take these with a pinch of salt, you know, you're going to doing a lot of changes to this campaign. So go with Google recommended BB bid CPC, you know, it's very simple just to go with automatic bidding and they'll take care of it for you. Beware of the little the little subtlety there that you know, the bids new accounts will result in very, very few impressions. And that's coming down to you be penalized a little bit by Google.

But you know, don't worry about this. We're going to get the CPC down later strategically be wise about locations okay? So what you want to do is if you if you're if you have a local business serving say, you know, they've got a business in London how the power of Hara, then you want to make sure that you're serving your ads only Hara really maybe or maybe just beyond, but certainly not somewhere in Scotland. Yeah. So that's a very inefficient way of working. And a lot of those clicks are going to have no prospects of converting.

So it's a little wasted money to be wise about locations if you've got a local business you know, and you can choose cities, borrowers, counties, even postcodes Yeah. Set your language appropriately. So for the most part, it's going to be English for you guys, but know that actually you can serve Japanese or Chinese as well, Mindanao in the beginning, you're going to be given the option of going with the the ad network, the ad Search Network, or to create the Google Search Network or also have the option of including the the Google Display Network, the GDN. Now my advice to you is if you're starting out, just go with a Search Network, okay. GDN is normally used, mostly for things like remarketing and stuff like that. But it's, it comes with a whole different kind of behavior.

Yeah, I've I've used it on there. So get a bit of experience first with a Search Network before you delve into the display network. Yeah, the display name, the display network can work wonders. It's a great tool for remarketing. And it can really improve your conversion rate but something to be looked at a little bit later. You'll be given some daily potential reach forecasts, yeah, take these with a pinch of salt, you were going to be doing a lot more keyword research in a moment.

And it's going to affect that, that that figure dramatically. Okay, and Google crawls your homepage to determine the keywords. But again, beware, these are not generally the best keywords for your campaign. A lot of the pro marketers out there, what they do is they go outside of the Google AdWords interface to do keyword research. And we're going to be showing you some tools in a moment. Get rid of the broad match keywords, we're gonna go into broad matching in a moment, but just be aware that there are you know, you can target keywords via three match types, broad phrase and exact.

And what you want to do ultimately end up with in a in a campaign that's efficient, you're going to be talking with him once you've known What your keywords are when you can use broad matching keywords initially to learn what the profitable keywords are, what what search terms are leading to a query to a conversion. And then ultimately even try and get rid of all the broad match keywords. Well, not all of them but minimize it. Right. So by now you should all have your, your campaigns live, okay, or being set up as we speak. And you'll be given the option to write a placeholder ad.

Yeah. So here we have your landing page. And the thing to note here is that you can see my website there, for example, just sets up for this course. Sem doctor.co. uk. I'm not sending them to the homepage.

I'm sending things sending them to a specific page in the website. Yeah, yeah, AdWords page. And the reason we do this is to optimize something called quality score. I'm going to go into this a little bit later, but no, you And actually, it's better generally as a rule of thumb, to not send people to your homepage. You have two headlines now, Google's changed its policy on this. There used to be only one headline, they got two headlines.

And you've got a great number of characters as well. available to us. You have a description, okay. And what you want to try and do is include a call to action in the headline, at the moment, not everybody does this. So it's a great way to differentiate yourself from underperforming competitors. Yeah.

Include a call to action in the headline, something like get started today. Your invention, the location okay for your local business mentioned the location because it's very likely you're going to find some longtail keywords, things like furniture shops. In house or furniture shop in London, okay. Now, if someone does that, then Google will match your ad with that that search query, because you have the word London, written in your head. The description we're going to try and do is include keywords in your description and say for example, I'm bidding on PPC management as a key word. If I include PPC management in the description or in the headline, what happened is that will become emboldened.

Okay, it will go bold. When that happens, your click through rate improves slowly. It also improves something called your quality score, which we're going to revisit which we're going to visit down down the line a bit later. And then finally, go to campaign Yeah. Next thing you want to do, okay? You want to enter your billing information and Okay, you're going to get you're gonna type in your credit card information, etc.

Now what you want to do is you want to apply you have the opportunity here to apply a voucher code. Okay, rich as you can get from me, in fact, do you email me I can get you a voucher as a Google partner. But you want to do this in the beginning because actually, you only have the opportunity to redeem this voucher. When you're setting up the account. You don't have the option to do this later to do it now. Next to the accept the terms and conditions.

Confirm your email address, login to email, click the button there to confirm your email address. And immediately pause your campaign okay, because your campaign is hopeless at the moment, you've only got a few people words, it's not going to be efficient enough to make a profit. Suppose your campaign Don't waste your money. What we're going to do now is look into things like keyword research, start building your account out effectively before you launch. And finally, your Google dashboard is going to launch. The first thing you want to do at the moment, okay, is switch to the old AdWords interface.

And the reason for this is because what Google's done is as it's realized that it's an old interface is a little bit ugly to look out, and, you know, not very friendly interface. So what they've done is they've created a beater version at the moment, only last a few months ago. In fact, this beta version, unfortunately, lacks some of the features or functionalities and I was going through there the other day, and I thought, Well, where's this where's this setting? I can't access that setting. Only took to learn actually. That wasn't available with the with the beta version.

So what you want to do top right hand corner go into click on the little Spanner and on the drop down menu, click on switch to old AdWords interface. Welcome to the AdWords interface guys. It is intimidating, isn't it? Yeah. So you're looking at their the interface. It's, you've got tabs, you got tabs, horizontal tabs, you've got multiple tabs.

It's just a bit of a nightmare. You know, just be patient. Give Andrews your time. You will get there it it is intimidating, but be patient and you will get there. Another useful tool is called the my client center. And what this is is a place to consolidate all of your AdWords accounts if you have AdWords accounts with clients.

If you have multiple businesses, you're probably going to have multiple AdWords accounts and this place where you can do juggling Whew, your accounts into one login. And then you can switch between accounts very, very quickly, without having to log in all all over again, you know, will make your account management way simpler. No, it's very useful for managing clients, you do need a unique email address. So it's not going to have you can't be in an email address associated with any of your existing AdWords accounts. Here's a URL you can go to there. And you just follow the click on the green button and you follow the process of setting up the the MCC account.

The next step is to link all of your AdWords accounts you have the option of linking all your bandwidth accounts into this one. This one MCC right where you can where you can reach all of your ACH accounts with these without logging in individually. Right and then now One we have to do is handle one login. And you can manage all your accounts from here from now on. So we've had a look at the AdWords Express, you know, it's not very efficient. There's the regular AdWords interface, which is, which is better.

But, you know, it's a, it's a bit fiddly. And if you're creating lots of campaigns, and you can't remember what campaign setting to use for your last campaign, you're going to go, you know, upper level into the tabs and then go back into campaign settings to review everything and it's a bit of a pain. What AdWords editor is, is it is a tool that you can download from Google. And you install locally on your on your pc or on your laptop. And it's an offline tool. Okay, you can use it offline to make a bulk edits.

It makes seems more simpler. And the key feature, which I really like about Google AdWords editor is that you can make it all offline, right. So if you're in high the day, if you haven't got forgot poor reception, or if you're in a coffee shop somewhere, and you know that you need to review your campaigns, you can download all you can link it up online, get all the data, and review at your leisure offline, and make decisions make changes to your campaigns accordingly. And the next time you're back online, again, you can upload all your changes in bulk. Key Vonage can work offline. And it can work much faster, right, because because it's offline, you can work much faster.

Every time you make a change in Google AdWords in the regular AdWords interface, what happens is you have to go through a link up to the server and wait for the server to respond etc. It takes time. Sometimes I've I've been on with a stone Internet connection, you can take several seconds in 10 seconds maybe to make a quick change. And if you're making many, many, many of these, you can see you can turn it into a tedious affair. It's far more intuitive interface actually the regular AdWords. So here we've got a list of all the campaigns that I'm running.

And you can see that all of the campaign settings okay are you can you can review the campaign settings for your campaigns, you know, on one screen, it makes things so much more intuitive to navigate through billing options, right. So the most common Billing Option is something called automatic billing. What it does is you pay about 30 days After the last Jedi paying 30 3030 days last after your your ads are shown, or after you reach a certain threshold which you can set. Now for most people, that would be the simplest way of doing it, that what that means is you're getting your clicks first, and you're paying for it later. The other option is manual payments we're doing here is you're paying before your ads run. You're generally great for big, big companies doing brand awareness campaigns, where all you really care about is impressions.

Yeah. And you want to keep a tight lock on your budget. If you stop running when you went out of budget simply with the automatic billing is generally better for profit seekers who are looking to use AdWords to scale up their operation very quickly and because the budgets variable, you know, as long as you Getting an ROI, you're gonna want to put more money, you know, manual payments is an option that's only available in certain countries. If you have a business with a longer credit history, then you also have the option potentially of monthly invoicing, you can get credit from Google, suddenly, really, you only really eligible if you have a good credit rating, and you want to meet a few certain requirements as well. So the salient point here is generally if you're starting out, just go for automatic billing, to simply swipe forward. I think is, you know, if you're spending a lot of money on Google as you're scaling up, then you're gonna be spending even more money.

A useful thing here this useful tip is to get a an American Express card, because then you can use all of these credit card reward points for holidays down the line. Yeah. And if you're going to be Charging clients for services, okay? You might want to consider them transferring money into your account and then you managing their ad spend. Okay, so you managing the asset and through your credit card essentially, you can rack up a quite a lot of points this way. So just to summarize, account creation is easy.

We should all have an account by now and it takes five minutes. All you need is a credit card, your website URL, and an email address. We cover this don't use AdWords Express it's far too inefficient for you to be using. Go for the regular AdWords interface. Choose a daily budget stick to it. Enter your billing info, okay, your credit card information.

And write prefer the issue by now you've written your first out okay. All you have to do is stay away from the Google News. beater version because of the limited functionality and switch back to regular AdWords little tip we've just covered don't set your maximum bid too low in the beginning for new accounts especially this is important. What it means is Google will probably penalize you and not give you any impressions. impressions are actual views of your ad, the number of times your your ad is actually shown up on the screen. So, keyword research, this is a big chapter.

This is probably a very important chapter for you guys, actually. Okay, there's a saying amongst the PPC, marketers that you are only as good as your keywords, we're going to be covering use of the Google Keyword Planner. We're gonna be talking a little bit about match types of keywords. We're gonna be talking about how important negative keywords are. Okay, so hope The whole process of the AdWords the whole AdWords game is all about making profit, of course, but a huge part part of that is actually weeding out all of the inefficiencies, stripping out all the inefficiencies. What you want to do is identify negative keywords, keywords that have no prospects of clicks converting.

We're going to talk a little bit about how to mine for profitable keywords. We'll give you some tips and strategies on keyword selection. We're going to cover a few tools for keyword research. We're gonna look into competitor research with respect to keywords. And we're going to summarize, we're also going through a little exercise where we'll, I'll give you the chance to really go through some of this, this this, this material and create an a keyword list for your business. So once you've digested all this material here, you can hit the ground running when you go back to your businesses.

So this is Saying amongst the PPC guys that you are only as good as your keywords and this is analogous to the the old internet marketing adage that you're only as good as your list. So here you know you're only really as good as your your keywords and a profitable accounts are generated with good keywords. Once you've done all your keyword research, something you do mostly in the beginning, but you know, you're also going to be adding keywords month, month, month by month and maybe even weekly, bi weekly. And after that it's all about account optimization. Yeah, your your job then is to extract as much value as you can add these keywords. So, you know, this is important.

Keywords are really important and it's worth spending some time to do a proper a thorough job. Google Keyword planner is great. But all of the good marketers out there, what they do is to go outside of the Google Keyword Planner interface. To get the profitable keywords and we're going to go through some of these strategies and tools. To learn these tools exist a quick few examples you've got Uber suggests August and other keyword research tool, keyword tool.io. Sem rush.

You've also got Google suggest, yeah, which is Google auto suggests when you type in a search term in the search bar in google.com google.com. at UK, what happens is that the you can get a drop down menu of about four or five different keywords, or each one with a different modifier, on top of your root keyword to Google search, Google suggests is a great tool for actually discovering potentially high volume keywords because Google is showing you these terms because they are frequently searched So Google Keyword planner is your best friend. Okay, when you're starting out, it can call your site to determine your best keywords. You know, be careful here where to caution, those keywords that it calls out of your of your site and not going to be the most profitable generally. You can also use it to cool your competitors sites as well to see what kind of keywords they're ranking for what kind of keywords are picked up from your competitors sites.

So, point here being that these keywords are great but they're not always the best ones. Okay. And be mindful also about the seasonal variation in search for you. You know, if your target if you're selling winter holidays, search volume for winter holidays is going to be very, very low in say the spring or the beginning of summer. Even though the figure shown is going to be huge, the seasonal variations means that you know, if you are starting a campaign for that, in the middle of summer, you're not going to get any search volume. A less obvious example of course is something like certain products that tend to do very well over Christmas and don't do very well at all during the rest of the year.

But the combined search volume is pretty high. So it can be a little bit misleading. Matching types so when you broad match a keyword okay. It's what it means is Google will show your ads for anything closely related to your search term, to say your search term is for more shoes. It will show your ads for things like formal footwear evening footwear, men's dress wingtips, yeah, you can also add a modifier on to that To slightly target a traffic a bit better. So you can have the formal as the as the broad category.

And then you've got plus shoes, which is a modifier that you add on to the route on to the broad match keyword indicating to Google AdWords that you want to you want to make sure that anybody coming to your site has specifically typed in shoes. You've then got broad What if I brought on for example, you can add on several modifiers. You've also got phrase matching Okay, well phrase matching is is it's showing a set telling Google that you want your ad to show for anyone typing in a phrase that contains the term formal shoes. So black formal shoes, or formal shoes for balls or something like this. I think finally you've got the the exact matching category. This is where you're in You're telling Google to show you ads only for your for that specific keyword and nothing else.

Yeah. And that's the syntax you might want to use as a little shortcut. In the AdWords dashboard, you can actually use a column on maps as match type. And what you do for each keyword, you can choose between broad exact or phrase phrase matching. What you can then do is do some shortcuts as well if you type your keywords in with that syntax around the brackets or the the quote marks, speech marks, then that's just another shortcut way of assessing the match time on that keyword. So, two more examples, gel batteries.

You keywords Joe batteries in instead of a match type. As a broad then what your ads going to be showing for anything that any any anything related to your batteries. What are what are your batteries batteries that are gel based gel batteries. These are all examples of broad matching queries. The pullbacks keywords tend to give you the most both hands tend to have the highest volume of traffic Yeah. But things again bear in mind here then a good 50% of this traffic is actually irrelevant traffic.

So you don't want to be doing this down the line it's okay to start with this in the beginning to get cuz you don't really know what you don't know yet you want to find out what search terms are, are being typed in by users. And we can do is create something called a search terms report which tells you what people are typing in now whether or not these lead to conversions. You know, you got to enable conversion tracking for this but something you can do and this will tell you whether or not well which which which search terms are leading to conversions and which ones aren't. And which ones have no hope of leading to a conversion. A good example of that would be for example, say we have a client who is doing selling a course in setting up a cleaning business and they have used engine cleaning as a negative keyword, right because cleaning business broad match engine cleaning will come off and you want to make sure that you've added that as a negative keyword so that you aren't does not show for that search term.

And you know, you learn this as you go along with the optimization. You know, we're checking in every day and looking at the clicks to see which ones are relevant to you, and which ones aren't. Okay, So yes mostly irrelevant traffic's useful for discovering good keywords as well as useful to find out which search terms are actually converting for you. And what you want to do here as a strategy is a bit low for broad match keywords okay? broad match modifier hand example so, gel plus batteries so you want batteries to show, okay, you're demanding that in the year two to Google that your ad shows only if you have a broad match if if somebody types in the variation of gel, but it has to contain batteries. So if somebody types in gel batteries, us is going to show you is going to show rechargeable batteries Okay, so we charge a battery close variation of job but it contains the word batteries in there.

Car battery batteries in your travels getting a bit more specific. And again, it's great. we're discovering new keywords. It also very minor also contains misspellings when I started out. I wasn't sure how we will dealt with misspellings, but actually, whether you'd work with you got broad match to phrase match or even exact match, you know, misspellings are taken into account. phrase match.

So what's happening with phrase match is you're telling Google that you want your ad to show if you're, if that phrase is included in the search term, okay. Your traffic is now getting even more specific. Again, it's a great way of discovering new keywords Yeah. Also includes common misspellings. And the little tricky little strategies are kind of an advanced strategies called bid stacking you on google it or, or tiered bidding? What this is you in the same ad group, you target the same keyword.

But what you do is you have varying bids for the broad matching the phrase matching version of that keyword and the exact matching of that keyword. And you will get bid slightly higher as you as you tend towards the exact matching. And what you find is that you're going to get a higher conversion rate eventually. So, exact matching, okay, you're telling Google that you want those exact keywords for us to trigger. They don't necessarily have to be in that order. So for example, This also includes things like prepositions and conjunctions and things like in buts etc.

So, the these will also be included into an exact match in the exact matching target your targeting very specific traffic Now, again very useful for discovering keywords includes common misspellings and you will be a little bit higher even still after these keywords. So a huge part of the AdWords game is removing inefficiencies okay. And we should be doing is every day logging into your AdWords account and looking for search terms that have no prospect of converting and including these in your negative keywords list. Like a game Google cat Google AdWords is all about removing it. efficiencies, sometimes much more so than actually then finding, finding profitable keywords. Now, you might already have profitable keywords that are, but your overall profit is driven down by the inefficiencies in your campaign.

Either example, this is say for example, this is an obvious example, free you know, if you're not offering a free service, but someone's looking for a free service, then you don't want your ad to show because if that person clicks on your ad, they have no prospects or you have no prospects of them converting. So you want to add three is your negative keywords list? If you're offering housecleaning services, you don't want your ad to show for engine cleaning services. Some of these can be can be high volume, you know dogs, the animal markets huge so the you don't want your ads to be showing for dog shampoo if you're selling you know high end baby shampoo Be mindful of distinctions of things like Microsoft double glazing. If you're if you're doing marketing for for double glazing company, you might want to include Microsoft as a as a negative search term, together, even individually, but together, they can aggregate into a huge volume.

And that is normally the reason why people say, average isn't working out for me. It's not doing a very good job of picking out the negative keywords. The good safeguard against this but just making sure you're checking in every day, even if it's just 10 minutes to look at your search terms report. We had a client actually who was creating an ad campaign for a very innovative barbecue lighter with the American market and what they came to us with was a Bam they had included Firestarter as their what was one of the keywords they were targeting. The search volume was 40,000. Yeah, which is huge.

All of the other search terms were around about 1500 not very much actually things like charcoal starter etc. We thought someone's fishy here turns out obviously Firestarter most of the clicks they're getting five stars and none of them are converting. And the reason for this is because whatever we're doing we're trying to find the Firestarter song. Yeah, so it can be a huge volume sometimes and you know, you really want to identify these negative keywords. competitor research, okay, no competitors. So one strategy people use often is using competitor names as your targeted keywords.

Now genuinely I do this all the time, what you'll find is if I can't be bothered to type in the URL of a website that I want to go to, or I can't remember the URL, I just type in their name. And I'll actually go to the AdWords ad that they have running, and click on that. So I can cost them a custom, pound whatever it is to get on the school navigation or clicking. For that reason, generally including competitors names in your AdWords campaigns, isn't a good idea. They tend to underperform as well. I mean, it's worth checking out, by all means, give it a go, but you're going to find generally bad seats.

Not going to perform very well for you. But there is a caveat there. When I first started doing this. I actually found that my competitors campaign was the competitors names campaign was one of the most effective I had a conversion rate of around 70%. With that, with that campaign, and the reason for this is because They had just gone out of business. They're leaving a huge vacuum in the market and they're the market leader at the time.

So there was a whole bunch of clicks to be had that were very convertible because people were trying to find a business that didn't exist anymore. No, not all keywords are built the same. So some keywords have are loaded with more commercial intent than others. So example is someone who's typing in wardrobe, for example, hasn't got the same commercial intent that somebody's typing in wardrobe by online next day delivery. Yeah, that that second keyword as might result in a click, there's much more of a prospective conversion for you. So what you can do is on some of your ads, or some of your keywords on modifiers and here are some The modifiers that I use best you know somebody who's typing in the word best shoes or BAFTA best, best bicycle, best mountain bike for example.

You already know that they are interested in perhaps buying a mountain bike. Online you know mountain bike online they're probably stopping it online but he's able to buy online UK you know mountain bikes UK you're looking at UK stores you know buy something buy Of course buy a mountain bike by mass bike UK buy a massive bike UK online. Mountain Bike next day delivery. Yeah, reviews you're looking at reviews because you're considering buying one of these modifiers you can add to you and you can target these and perhaps bid from bid a little bit more on these keywords, maybe go for 10 20% higher on these keywords because you know, you know pretty good hunch that your this is going to be converting for you, right? longtail keywords short term short, short, just single single word terms like PPC, for example, okay? have a very high volume analysis these are going to be if you've got if you're targeting head terms like PPC, your ads are going to be shown often, but these are going to be expensive because there's lots of competition.

You can go build your keywords keywords a bit longer to two or three minutes. Compound a few key words together. So PPC agency, PPC management company, if you're selling PPC management services, and you know, you're paying a little bit less for these clicks, but the competition, the competition might be less slightly but generally speaking, you're you're not going to be shown you're not gonna be shown that often. Okay, the impression volume is going to be low. And finally, you have something called longtail keywords and these are keywords you know with lots of lots of words, bunched together PPC management companies that do display. So, these people type in longtail keywords because they're already familiar with the service or the products and they want to qualify it further.

So, that means is that generally the conversion rates going to be a little bit higher. And the good thing about longtail keywords is that the competition is lower because the search volume is lower. This means also that the, the impression volume search volume is lower the impression volume is going to be much lower. Yeah. So what you want to do is build an account rather than building account, building an account with lots of head turns. You will Instead, create an aggregated account targeting lots and lots of ads.

Okay, one AdWords, one ad for maybe for one longtail keyword, okay? And you build your account up that way. your prospect of converting are going to be higher several longtail keywords in convertibility. Yeah, so the probability of conversion goes up. As soon as this the phrases become a little bit more descriptive. For example, someone typing in shoes, okay.

Represents less commercial intent, perhaps in someone's life again, read Nike men's short run running shoes, because they're already aware. And he's been through the awareness phase. Now they're in the interest phase. When I was doing this setting up this Google campaign for my PPC management service, I was looking at the And PPC. Now have I just got one with that, I would have overlooked the fact that sem has an order of magnitude higher search volume. Yeah.

That's a very good way of comparing keywords against each other and their respective volumes and also very good for looking at seasonal volumes as well, you know, you might look on Google Keyword planner and find a keyword that has a volume of around 50,000. But if all of those keywords are in winter, every winter every Christmas, then it's not going to represent much value for you during the during the summer. Keyword Research Tools. So we talked about Google Keyword Planner. Yeah, it's, it's a great tool. It's not the best place to go to find all of your keywords.

There are other keyword tools that exist. You got Google auto suggests it's a good way of getting your type into the world. Word, and you're going to get a drop down menu of all the various modifiers on there. And you can add these into your keyword list SEMrush I use often for it's great for doing competitive research where it does, it will tell you, I just saw the example way in the beginning today, with pay Finder. You can work out you can type in a URL of a competitor, and it will tell you what keywords they're bidding for. Okay, and the good thing about this is if your competitor has been around a while, you think they're doing a good job.

The reason why a campaign might be running for a long time is because it's working for them. Yeah. It's reasonable to assume that the campaign is working for them, then they're doing something right. And that means that the keywords they're bidding on are profitable keywords. So it's a great way to sort of hack your competitors to find out what keywords to bidding for spy if you like The competitive research tool and I spy NIJ. There's also something called keyword spy as well, I think.

But you know, they're all so much of a muchness, whichever one you use, varying levels of functionality. The thing here is that they all have different data. And digging is going to be a little bit of disagreement between them. Okay, this is I don't quite know how to get their data, but it's not 100% accurate. So but it does give you an idea roughly, what they're what they're getting. terms of traffic from these keywords.

I use SERP stat. It's lovely to watch out for $39 for a lifetime subscription. It's a built in made by some Ukrainian people, I think and missing by Ukrainian developers. And it's very good recording sites and looking at what kind of keywords they're ranking for. To do keyword research tool, it's a lot cheaper than the other ones. But generally, you know, find one that you like using then how to use it and start using it.

Keyword research. So, keyword research tool, keyword, keyword tool.io is a is a free tool. It gives you the search terms that occur on the Google search engine, the Bing search engine, I think the Yahoo search engine as well. Also on YouTube, and also on Amazon. If you're an e commerce Yeah, it's a really powerful tool, you're going to pay for the search volume data. But just by having the search terms, there is quite a lot of value there already.

You know, you can type those values in afterwards into Google and Google Keyword planner to find out what the search volumes are. Uber suggested org This is a tool I use often It's a you type in your your, your your your keyword. And what it does is that adds a modifier beginning with a list of modifiers beginning with a list of modifiers, beginning with B, okay? And it builds up your list that way and you get a huge volume of a huge number of keywords onto the public is really good. It's good for discovering potentially high traffic keywords actually, for for longtail high traffic, longtail keywords, you're typing in a keyword, say, you know, gardening for example, and you get all kinds of modifiers how, who, what, where, why when, yeah, so which garden tools to buy a house, do gardening, etc, etc. All of these are going to be very high, high volume generally.

So here is a screenshot of Uber suggests Josiah, you've got billboards, I was marketing a building automation device. And you can see building automation and control systems, building automation and controls building automation A to Zed. building automation Arduino, you know, it's not always going to be relevant. Yeah, but we can do you can get a list of all of these downloaded. There's a little word no button on the interface there. What you do is you download them all as an Excel spreadsheet.

So let's take a 15 minute breather or exercise really, to try some of this stuff out for your for your businesses. What I like to do is use some of those tools keyword research keyword tool.io. You will suggest answer the public comm and use these tools to generate a keyword list for your business and what you will end up here. What we would end up doing here is create a list of around Least 150 keywords Yeah, you're gonna end up with many, many more than that, hopefully. Probably several hundred to 1000 maybe. And the next step is to weed out all the irrelevant ones, okay?

And move them into a negative keyword list. Right so let's get started.