Okay, so by now you've done your keyword exercise, you've spent some time calling Google Keyword Planner for your keyword lists. Keyword tool.io. Uber suggests an answer the public. So, answer the public's great. It adds the modifiers typically, who, what, why, where, when, how. And he gets all the common questions that are searched for, by, by, by, by internet users.

And the stuff you get from one to the public tends to be pretty good high volume stuff. Keyword tool.io. And Uber suggests is a little bit more algorithmic just spread order as a modified beginning with a and then a B, and then a C. is more intrusive. So what you want to do is you want to download all of the data you've just got from all of those domains and add them all into one big spreadsheet. And what you're gonna end up with is a list of maybe least probably a few hundred keywords. These keywords, the next step, okay, is to upload the whole spreadsheet that you've got, okay.

Into Google Keyword Planner, Oh, hang on a minute. What you want to do is remove the duplicates first, okay, you're going to get lots of duplicate searches that you want to remove duplicates and either do this manually because some of these duplicates will be very subtle variations of the other so you won't be detected by Excel. And it will take some time, but you know, it's worth doing because you want to get your campaign off to a good start. This would take probably a good part of a day or so. So just for the benefit the camera question was, when you say duplicates, do you want to remove duplicates as a keyword we have looked. So when you got the as an example, how to spray paint furniture, okay?

How spray paint furniture that won't be detected by Excel as a duplicate. But actually, Google is smart enough to register that as a duplicate. That's why you have to do it manually. So once you've done that, you remove the duplicates, okay, you get all the search volume data. And then you're going to get lots of terms in there that is that are relevant to you the traffic that you're targeting. quick example there.

So if you're marketing, a Windows company double glazing, you wanna, you're gonna see some some searches there, Microsoft Windows Ok, these you want to move into a separate tab in your Excel spreadsheet into the negatives. Okay, they are the negative keywords. Some of these will have high key high search volume so it's worth spending time on and on negative keyword list building. The next step is really important, and this will take some time. What you want to do is in the big list of keywords, you're going to get you can get you can group very tight families together. You're probably going to end up with families of keywords as the List of largest maybe three or four or five key words together like how spray paint furniture How paint Burdett furniture spraying, okay, spraying furniture, how to, okay, these are all subtle variations ultimately of the same thing.

And we can then do this. The reason why this is so important, won't be apparent yet, is when it comes to something called the quality score. When you serve ads, with a high quality score, you can get very cheap clicks. And to get a high quality score, one of the prerequisites is that you serve ads to very tight families. So you don't want to be saying for example, spray paint furniture and spray paint wardrobe. Even though you're still relevant traffic, they're not going to be the same, same family.

Okay. Now, this takes a little bit of experience as well. And also it takes a little bit of time. So there are tools out there called keyword grouping tools, you can google Key word grouping tools. And you will find any number of free tools out there. Some of them are paid better word stream, which is market leader in PPC education is offered one for free, it's very good.

But you get a limited number of a limited number of searches on there. It's called Google Keyword group up by word stream. As I said, the whole point, the whole rationale behind this is to get a high quality score, and the high quality score will serve you well. We'll go into that a bit later on. So let's leave that chapter there. You've got a big list of keywords now, but it will take some time to mine.

Finally, profitable, profitable keywords, etc. So some of the salient points here, don't only use Google Keyword Planner, it's very tempting to just sit there and AdWords and look at one website. I know go out there and look at use of the tools all the top pro marketers use other online tools very important to group the keywords it's the type families for a good keyword quality score and what you want to do generally as a as a strategy is not have a few keywords with a high search volume together. But instead what you want is lots of longtail keywords each with individual respectively small search volumes okay when you do it this way you end up with some very granular campaign and granular campaigns are great because then you're able to identify patterns when all the all the all the data is bunched into one campaign you can't see that okay, you and identify your profitable keywords key creator or family for by keywords for example.

Bye Key word, by desk, online by desk today, etc, etc. Don't neglect the negative keywords is really important part of the AdWords game. And when you when you when you start your campaign, don't bid on these keywords too low in the beginning, Google will penalize you okay? They won't even tell you that it's penalizing you. But you will suddenly find that you as I'm showing you how you could get the cost of the clicks down much later on. The idea in the first phase of the campaign is to get the data you can't optimize with that data.

Okay, so next part is ad networks and ad types. So, for the most part, the what you probably will have seen or at least be aware of is the Google Search Network. And this is is the typical Google search. Engine interface. But also you get the you get the Google Display Network as well, which we'll go into quickly go through ad formats, the different kind of ad formats that you can. You can serve.

The Google Shopping campaign, product listing ads will summarize at the end. So with a typical text ads, what you can do, you can bid for search results from not just to Google search engine, but also search partners. Google doesn't tell you what these search through the search partners are. But search partners every now and again, they come out and tell you that they are powered by Google. And the way they do this is by Google has an API. And some of these other search engines use the Google's API to access to search search data.

This is search leverage is good, okay? Because there are some other Search Engine partners out there, which generally have quite a large following. Yeah. We'll go through some examples in a second. Now, what will be good, unfortunately, with AdWords that isn't possible at the moment is to be able to stratify your data through the Google search engine compared with data from Google Search partners. At the moment at the moment.

There's no way of stratifying that data it's all Google Search when you when you enable the campaign. We're to serve on Google Search Network, all the all the data is lumped together. Being does however Bing does do this. Bing does let you opt out of the search partners traffic, and you can create a separate campaign specifically for search partner traffic in Bing. You can't do it with Google, we can do with Bing. It's worth doing this again, because you want to stratify your data.

As much as possible the reason why this is useful is because different search partners have different followings. Okay, different different demographics. So as you know, with Facebook ads, different demographics are very different behaviors. And it can impact the results quite quite considerably. So some of the search our partners as an example, ask jeeves calm, very popular. And you will become used to be huge.

Yeah. Used to be a Google search partner just left Bing just left with a big network recently, in the last couple of months ago. bt openworld another big one, yahoo.co.jp, Japanese Yahoo. Big one big following alexa.com growing rapidly, these rates my search. So what are these search partners that are part of the Google Search Network? Google will not tell you who the search partners are But every now and again, they do come out the individual search partners come out and disclose that the power by Google.

Google Display Network is very different. Okay. And mostly what you'll see what you'll be familiar with is banner ad campaigns on third party websites. So what happens is is a program called the AdSense and the if you've got a website with lots of traffic, you can monetize this traffic by opting into something called AdSense. And one by Google, again, what this does, it enables Google to advertise on your website, okay, to your following. So, mostly, it's pay per click, you can have pay for impressions as well, if you're running a brand awareness campaign.

And, quite crucially, this isn't really Because this is all passive advertising. It's all done through content and the theme of the third party website. So for example, say you're you've got lots of traffic, and you're running a website, on beauty, or in the beauty niche, you can have, and you've opted into AdSense, you're going to get lots of vendors selling beauty products. advertising on your website, maybe in the side or in the or in the middle, somewhere underneath. In between a blog often you see these things. This is great for brand traffic.

Okay. Some of the big advantages of this using the Google Display Network is that generally the clicks are much cheaper. But that's you know, that comes out the trade off, the conversion rate tends to be a little bit lower. But when a big big plus is that you can reach 93% of the internet users out there, just with Google Display Network, that's a huge huge amount of people. You have access to So let's go through and quickly look at the ad formats quickly. text ads in a typical text ads, you've got the on the search, and it's a it's a, this is a third party website.

You've got the header here, and you've got the little column on the sidebar, you often see ads in the sidebar. Some of these will be text ads, or the character limits on these text ads will be different to the character limits that I showed you before. These are triggers in a similar way to regular search results ads. They often and the way they they often Google Search the Google Display Network is often used mostly for remarketing campaigns. And what they do there is they the you click on a search, you go on a website that you've reached through a Google ad and you will install a cookie they will install a cookie on your on your on your device. That will follow you around the internet.

Okay. And whenever these sites show up, it will detect the cookie and then we'll show you the ad. You know, they can look a little bit spammy. I'm sure you've all seen examples of this where the Irish spamming Yeah, but they can be really, really, really effective. We'll go through remarketing in a little while Let me show you how effective it can be. So text ad specs different the different to the typical text ads you get with the Google Search Network.

Now the headlines shorter as you can see, you should generally get one a lot shorter number of a few number of characters in your description. Okay, so in the you only get one headline, okay, of 25 characters, whereas with the Google Search Network text ads, you get 35 or 30 or 32 headlines. Okay, so here's another example. This is As a website's having sensors and you've got other companies selling gas flow sensors, etc. for appearing on their on their website you can also get image ads. And some of these you can get things school used to be called rich text ads, you get like an image with a little bit of animation in there to capture your attention.

These generally perform pretty well on on Google Display Network most most of you see image ads over over performed compared with the text ads. And we've all seen these somewhere before on third party websites, a typical banner ads that you see everywhere, okay, you can get different sizes as well. And you can create these ads using something called the is a new Now called the html5 editor by Google, you can google this look, I'm not gonna go through it. But it's just know that you can get different sizes. And what you then want to do is choose one, okay? Sometimes you're going to find that the banner ads perform, perhaps better than the other ones.

Test it out, create several campaigns and test each campaign against each other. Video Ads, okay. Now it used to be that these video ads didn't show when youtube youtube changing the way operates now and now you can have some of these classes of ads appearing on YouTube ads. When you first try and create a video ad you're going to go be sent through a platform called the TrueView platform. Okay, if you Google that you'll find you'll find ways to create YouTube ads. We're not going to cover that but just know that you can do this and the good thing about this is that with YouTube, very Much like Facebook ads, you can target people by showing your ads on specific YouTube channels.

So if you know that YouTube channels got a certain following certain demographic, you can target this demographic by showing your ads specifically on this or other YouTube channel. Okay? Really useful. So, but again, what you're trying to do now is you're targeting people in passive mode, they're not really going to be ready to buy something they're not typing in a search query. So generally, the conversion rate tends to be a little bit lower, but still very, very powerful. Especially for remarketing.

You can also target according to specific interests. Google will ask you to disclose for text ads and also for image ads. You type in some keywords and Google will figure out what the theme of your ad versus like And you have limited control, you don't really you're not able to really control which specifically websites you don't want to which websites specifically you're going to show on. But what you can do, if there are websites, you specifically do not want to show one because you don't want to, maybe there are third party websites out there that are have a bad reputation and you don't want to be associated with a website, then you can exclude to be you can exclude your ads will be shown on these on these websites. Okay. Watch, I have to do it, but just know that the options are there.

And it's available for you guys to look into. Here YouTube. Well, Tony choice is a video ad example on a blog somewhere. And you can also get these different class of video ads showing on YouTube as well. YouTube channels so some tips and tricks for the Google Display Network. Okay, genuinely you have less control of where these ads show compared with the Search Network.

Your control Research Network is governed by the keyword match types and the specific keyword lists that you've generated. The Google Display Network is all done on contextual and theme based determination by Google. The thing here, the key thing here is, when you first create a campaign, you will have the option to show your ads on the Google Search Network and the Display Network, okay. In fact, it's actually phrased in that way as well. It'll ask you do you want to include the display network. You do not want to do this.

What you want to do is you want to stratify you want to create one campaign with just the Search Network, and then create a different campaign with just the display network. You want to split the data up. W bundle the results okay cuz then he can't um pick anything. That's what you want to do with the Google Display Network is will enable a remarketing campaign as well as a really powerful way to leverage Google Display Network. With remarketing again, you will create that as a separate remarketing campaign, and then lots of sub remarketing campaigns as well. A little tip, generally, the Google Display Network, the results from case studies out there is that the mobile apps you're going to try and exclude because the users are not very to engage or to engage in their app to respond to adverts.

Okay, maybe some of these apps or games, they're not going to come out the game to go into your advert. With with the Google Display Network, you and I focus on clicks are cheaper. So you want to try and focus a little bit more on the click through rates, okay? Because you can afford to do so you can click on ad groups in the Google Display Network Settings, and you can go into targeting and you can target by interest. You can target by demographic as well, just, again, beginning to look a lot more like Facebook ads. really powerful way of testing different audiences.

So, I'm not going to go through how to do it, but just know that it's there as this isn't meant to be a product demonstration. I'm going to share insights with you mostly. So you can target according to websites, okay. website themes. You can remember that so what Now you can actually select the specific websites to show on but you can definitely exclude websites. And you can go by a user based targeting Okay, generally the targeting falls into two main categories, either a website based category category, or user base category targeting with the user based targeting, you can get different targets all kinds of audiences.

Okay? The Google Shopping campaign, this is a really powerful thing to do. If you're if you've got an e commerce website out there, it has to be using Google Shopping campaigns. This is also known as the product listing ads often used synonymously. And this is generally the pictures of the products with prices shown on just below the search bar. The reason why this is so good is because generally when you're these images are shown, they're shown with the price as well.

Because the price is showing you're going to be waiting The traffic that you don't really want are the buyers who are not going to be interested in your product. According to your price point, if you're targeting a high end, bicycle, for example, worth maybe 1000 pounds, there's gonna be lots of traffic that you're going to be getting, if you haven't put the price in there. Okay. And the good thing about the product listing as is that the price shows up automatically, so you kind of quantify the traffic as it's coming in. Now, this used to be free back in the days that clicks were free, because people wanted to try and create a following. Unfortunately, it's not anymore.

Gonna pay for it. The answer the kicks are a little bit cheaper than Google ads. But it's really really effective for e commerce. And these product listing ads the Google Shopping campaign is created again through the AdWords interface, okay, you go into create a campaign and you create a Google Shopping campaign. Typically, most people find with the with an e commerce that the the ROI on it is Pretty, pretty good, okay. And the reason for this is because the traffic is coming in already qualified at but because of the price that's already displayed in front of the user before they click, can also buy the picture, you get a picture of the products right?

So they're they're looking at the product in front of them before they're even having to click. Let's do this you have to set up what's called a Google merchant account is the URL for that. and type in your your website URL, I think you have to type in your credit card details if you haven't already done so. And the ads, this is important, the ads are generated automatically from a product feed on your website. Okay? This can be a little bit tricky, and it's worth actually trying to maybe get outsourcers very developer or someone who's very technical to do this for you because a lot of people have trouble doing this.

If you're running a shop on WordPress WooCommerce will have an automatic product feed Shopify will have an automatic product feed a lot of other content management systems like Magento. And things like this will have geared more towards e commerce have automatic product feeds that link directly into Google Shopping. pls. But I would stress again that you want to get this done by somebody who knows what they're doing, because they can be a little bit tricky. So create a new campaign and the Search Network only displaying grocery shopping Yeah, when you do that, you'll be directed through the final one that was take you through how to do it. And you set it up just like any other new campaign.

Okay. PMA pra optimization, because strategy here is so Products just don't convert as how it is. And it's because if you're sending lots of products, it's better to try and not show ads with with the products and are not converting. Just focus on the products, they're giving you a good ROI. There's less to optimize. With the pls, you don't get the same level of stratification that you do with the regular Google ads.

And just be mindful of this, you know, it's a much more simple way to advertise. Fairly automatic with a product feed, but there's not much data you have to optimize with. Perhaps you can do ad scheduling or something but that's probably about it. Start small. Okay, summary. So, know that there are different net works.

And there are different characteristics, different behavior of people who are on those different networks. Okay, so you're targeting very differently between the Google Search Network and the Google Display Network. And even within the Display Network, you're gonna get so much filtering as well, between audiences and websites, etc. Again, we will carry on with the same principle in mind stratifying your data as much as possible. Generally speaking, I would say avoid the Google Display Network for your first campaign. You start with a Search Network.

It's valuable data that you can make conclusions from make decisions from and then once you've started to create some some cash flow and create an ROI, then you can start looking at the Google Display Network as a form of remarketing that can work very well for you but genuinely To start with, start with this network. Google Display Network is kind of a whole other kettle of fish. If you're doing e commerce, the Google Shopping campaign is great. pls product listing ads. Once you create your campaign on the Search Network Display Network, we want to do is you want to import your whole campaign, your whole account into Bing Ads. There'll be a little bit of shifting around here and there and trying to get things configured properly.

But generally speaking, you can import the whole account seamlessly into Bing Ads within second half an hour if that and this will get you a whole other bunch of traffic that you wouldn't get otherwise. Yeah, don't neglect Bing Ads doesn't have a huge market share here in the UK. Bit more we share the US but generally, the when I found that was what I was Advertising a building automation device. And I found that actually on Bing Ads was doing quite well. And I just put that down to the fact that most people in the b2b market may probably be using Bing over Google, Google Chrome. Okay.

So setting up your first campaign. So I'm going to do here, okay. So, on a higher level, strategically, what you want to do is you want to create says, Hey, I said it before, thousand times a day again, you will have a very granular approach with this, okay? I've seen so many people, so many clients I'm going to do they have one campaign with lots and lots of ad groups. You do not want to do that. Okay.

You want to have lots and lots of campaigns, one for each change in setting. So for example, ad scheduling, you will have a different campaign for different locations. You might find if you haven't if you're a local business that certain postcodes is doing better than others, you might find that some postcodes, you're not converting any clicks at all. Okay. And if you bring it all together into one campaign, you can't go to the cell. Google AdWords success is all about efficiency.

To have lots and lots of campaigns. efficiency, efficiency is key. And you can only optimize with data, right? So give it some time. You don't want to get more states in a week. If you're going to a very small niche.

You can normally normally find that the first month, you probably may not make any money, okay, you might lose money, but it's you're learning you're learning from the clicks, which ones aren't converting. So, give it time. A lot of people will try AdWords out very quickly through the AdWords Express interface and say, Oh, no. doesn't work for me. AdWords works for most people. There are there are a few select cases where hundreds may not work, you know may not work for you, but give it time and you will see that it probably will pay off.

So this is what a typical account structure looks like, Yeah, you got the highest level, you got the you got the account. And you have different campaigns and the different campaigns, you will have lots of ad groups. Within those ad groups, ad groups will serve a certain set of keywords, and it will rotate a certain number of ads contained in those ad groups. Now, a bad account. You have account, one campaign, lots and lots and lots and lots of ad groups. Okay.

And lots and lots of things. Or worse account probably is lots and lots of keywords in one ad group. Question. Yeah, okay. So let's say for example, you're have a maybe a manufacturer. Okay, so campaign, okay.

So you're here you might want to have, you will have a different campaign for different devices. So as we know that different desktop users have very different behaviors and mobile users, the bounce rates are very different because people are traveling through mobile, poor mobile reception areas, okay? And you don't want that polluting your data. So you want to have one campaign for selling your products, you know, one campaign for a device, mobile device, one campaign for a desktop user, okay. That sort of thing. You want to have one campaign for each device for the morning for location, one campaign for location on campaign for the evening one campaign for the morning that sort of thing same product same product campaign just refers to a variation on some yeah so it's the same product so you say you only marketing one product you're still gonna have lots and lots of campaigns but one campaign for each change in setting each campaign setting push say to change the keywords yep very basic product you got to have the listing.

So you have two campaigns copies written today in one keep let's keep it simple. Now the campaign copyright and sacred act. Secondly, good both going both right. Sometimes they could they be like, placed alongside each other? No, so we do not want to do is have two campaigns running side by side with the same keywords different keywords, okay, different key elements to the product. Free Download or free trial?

Yeah, yeah. Yeah, no you can do so you can have say for example, you can have one campaign for buyer keywords, you know one campaign for slightly different kind of family of keywords for the same product. Yeah. together that is wasting time. No, it's good. It's good because we're doing then is you're identifying which ones aren't working, which ones are underperforming.

And because it's all about efficiency, so long as you're not limited by search volume. You can get a campaign very efficient by supposing the underperforming campaigns. Yeah. And then your average conversion rate would increase. Exactly, exactly. Yeah.

Yeah. But you want to try and launch it together. You know, to degree, when you're starting out phase one, you building out your account, you don't really want to stratify so heavily at the top. Because it's going to take you, it's gonna cost you a lot of money to get that data. Okay? But different keywords at different search volumes, you know, you're going to find that 80% of your clicks are coming from 20% of your keywords.

So what you do then is of that other 20% of keywords, which are getting lots and lots of clicks, you will pause the few that are not converting for you. And that will free up your budgets to bid for more keywords. Yeah. So we'll go into campaign management database a bit later. But that's a general principle. You want to build it out slowly.

Not all at once because that'll cost you a fortune. I think about statistical significance, right? So you really want to get at least 50 I'd say at least 100 clicks really to have anything statistical significance. So if you're going to make decisions based on with even a pause or campaign or you could probably make those decisions after 50 clicks. And that's 50 pounds that you 50 pounds, you may you may have, don't think of it as you 50 pounds that you've wasted. Think of it, think of it as the 500 pounds you might have saved by pausing that campaign.

Yeah. So you've got lots and lots of campaigns with multiple ad groups. To the methodology is this Yeah, so you've got one campaign that serves as a container for all your ads. And then each container has got lots of different settings. So you want another campaign for each setting, okay. The casting mistake is that what most people make is they have one campaign with loads and loads of ad groups.

But your campaign settings are all lumped together. So you can't filter out geography you can't filter out any demographic, you can't split throughout schedule. make many, many campaigns. As a rule of thumb, you got one campaign for each change in campaign setting. have different campaigns for locations, or different campaigns for schedules for language for device that's a big one. This is a big one because desktop users have a very different behavior to mobile users.

You want another campaign for the Display Network, you will a remarketing campaign, you will have different campaigns for different product categories. You will have different campaigns for different brands, or a different campaign for different manufacturers. You want a product listing ad campaign. So you can see that even if you go One product you can sell have many, many campaigns. So when you're setting up your first campaign, set your budget, just think about your currency and be mindful of the currency. Set your budget.

Okay. AdWords budget size we know are declared on a daily basis. I think it used to be the case that they were five pounds per day, the minimum budget, but I think that's changed now. Choose a campaign setting, set your network. If you're going to be targeting the Search Network, use that as a campaign and create a new campaign with a display network. generally avoid the display network if you're starting out.

If you're doing local, if your local business geographic stratification for campaigns is great. A lot of people find that some postcodes, just don't convert Language is another big one. You might have a campaign in a targeting, say Polish moms or something. You want to change your life to change language of your campaign, change the language setting, but change that, as a different user has a different campaign entirely, of course. Choose the keywords for your campaign. Now, as we know was a bit of keyword research now so we know that AdWords will auto generate a small keyword list based on your website URL.

But be careful. Not all of these are convertible. Yeah, we go outside of the Google AdWords interface to get more keywords. Think about your strategy before you start bidding for keywords. Okay, are we going for your three main strategies which we'll touch on in a second. Are we going for Do you want to be position one, some companies just want to be position one, they want the maximum exposure, okay?

This is called the classic front runner, they will pay they have an unlimited budget, they will pay lots and lots of money to make sure they're at that position number one. If you're going for profits, you don't necessarily need to be at position number one, you can be at position three. We still get clicks cheaply and maximize your profit maybe for the bidding in the beginning, you know taking upon with with Google suggestion of your recommended bid is not the worst idea in the world. When you starting out rather you will start strategically lowering the cost per click over time. So Unilever was in the in the business of manufacturing detergent. And the other probably a manufacturing problem they were they were spraying really high pressure chemicals through a nozzle and then wafers will precipitate and then it was a detergent powder.

Problem was they had the nozzles were always clogging up, okay, there's like downtime on the machinery to change over the nozzles. So, they hired a crack team of mathematicians and physicists to, to mathematize model on the nozzle optimal muscle shape. And after spending thousands of thousands of pounds, lots and lots of time, they were still didn't have a solution. There he approached, they try a different approach. They went to a team of biologists, okay, and the whole evolution thing. Okay, well, they went with the did they created designs of muscles, maybe a square one one with grooves one with an overall loss or around muscle, okay, and then they tested these, and then they chose the best one.

And if that creates more variations of these muscles, and but in the end they went through 45 different generations of nozzles, testing 449 different nozzles, okay. And eventually, they ended up with one outstanding nozzle. And I was account optimization is like this, you have to go through iteration after iteration after iteration, you're going to test your ads. A lot of people what they do is they have one ad in an ad group, you're not testing the ad against anything else. It's not very good. You're not optimizing at all.

They're just showing ads. So don't try and spend ages trying to create the perfect ad you can have. You can split this for hours leave trying to think about your headline etc. etc, try different headlines out, what you want to do is you want to rotate ads. Go through multiple variations and go through generations. Every time you make you find when you rotate your ads evenly, you'll find that some ads have actually conversion rates.

Don't just settle on that ad, create subtle variations of that ad, and then test those. And then when you find the best one set, don't settle on it test various pause those ads, pause the underperforming ads or test variations of the the the good performing ad well performing ad will, you know find is that you know, there are seasonal changes in search in search volumes. The marketplace is always changing, new competitors are coming up. You're always going to have to be busy with AdWords, you're always optimizing your ad spend a lot a lot of time on this. Most people doing AdWords log into AdWords maybe once every two weeks. What you want to do is you want to try and close the feedback loop every day.

Even if it's just 10 minutes, 20 minutes looking over your campaign and stopping all the negative keywords that come from negative keywords. You can't unpick anything if all your data is lumped together, okay? create lots of lots of campaigns. Get granular data, okay? To be able to optimize all the time. granularity is key, okay, you can't really survive.

If you're inefficient or people who start with Google AdWords. They'll try it out with Google AdWords Express or something for maybe a month and then they'll quit because that's a Google AdWords doesn't work for me. Give it time. Aim to make your campaigns as granular as possible. The aim in the first month is to just to get data, you're going to spend some money, you're going to spend, maybe, whatever your budget is, maybe you're selling one product, a couple of products, 500 quid 1000 pounds, depending on the cost, but you're going to find that maybe 20% of the keywords that you're targeting, generate 80% of the clicks. And then where you're going to do is you're going to spot these clicks that are not performing for you.

They're not converting for you. Pause those keywords, free up your budget for other keywords. And you're going to keep on adding new keywords. But in order to do that, you need the data first right to the first month we spend some money to get the data don't bid too low in the first month. When you go to the AdWords interface, it's pretty intimidating. And you got all These campaigns will campaign number one, campaign number two, whereas on the back of that behind in the the AdWords interface, you're going to see that each campaign has an associated settings with it, and you can't see the settings.

Intuitively you have to go back into campaign settings. You're going to go one level up. Every time you see an ad to check what the campaign settings were, what you can do, you can change and edit the campaign names. This is worth doing because it will save you a lot of time. You'll make them easier to manage. All you do is you go into your campaign one, okay.

Say for example, you've got your campaigns here. And you can go into campaign name edit, and you can edit your campaign name and call it something intuitive like Nike shoes, but not Nike train is mobile Schedule A tool, fix the lever something here. That way when you see the campaigns, you can look at them intuitively until, okay, I know what the settings were. Just spend some time doing that, figure out your own little system. It's worth doing. Okay, just to summarize some of the salient points here.

It's very, it's so simple to get into creating ad groups that you forget very often to create new campaigns. Okay, so I'll keep going on about it. But it's really important to get lots of lots of campaigns. We'll go through a live study in a minute actually, with a campaign with a with an AdWords account. It's performing really well. And you can see they've got lots and lots of campaigns that one, it's a daily pose a feedback loop every single day, really important.

Mostly managers don't even log in every week. Pay attention to the ad format and ad copy. We're gonna watch a little video in a minute that shows you how the editor works. And the ad formats really important nowadays. And it's a really good way of differentiating yourselves from your competitors, because a lot of people are not making the use of the ad format available. So you can have, we'll go into that in a second.

Spend some time creating good ad copy, yeah, testing loads of ad copy variations. We're going to be creating ads soon. So this goes hand in hand with the ad formats, you get things called ad extensions. When you look at it, you can add you're going to see something like a phone number, a location, setting, location. All of these things are called ad extensions. And Google offers you the opportunity to make these is more than Real Estate is more pixel space that you have to advertise.

And it's not costing you any more. So use it as much as you can. What you'll do if you've got a location set up, say for example, you're a local business, you've registered on Google My Business, then you what you do if you go into Google interface, there will be a tab called add extensions, you click on Add extensions, you will see what extensions you have available for you. If your local business at the very least you'll have a phone number, and you'll have a location as well. You can have an extension for your contact form. We won't go through into into too much but every now and again every week, you will look at your search term reports.

You go into Google AdWords go into tools Reports you'll find you can download the previous periods, search queries that triggers your ads, and which ones lead to conversions. Okay, so the search term report, it's probably the one that you're gonna be using the most often. So Google policy is one of those things that's really boring. But super important, actually tell you why. Because I started doing AdWords with a restricted, very restricted niche. And what happened was, even though the ads were sometimes Google won't tell you if an ad is if you're advertising something that's related to a restricted product, and this can backfire on you because sometimes they'll get approved and you'll be blacklisted afterwards for violating the terms of conditions, and that's happened to me several times.

So it's a boring bit, but it's very important. You cannot sell everything on on on Google. Things like hemp seeds, for example, you're not gonna be able to sell this, even though you can, you can do it on the Google organic listings. Dangerous products, okay, like guns, etc. Can't buy them on Google. pls, for example, offensive, inappropriate content.

And generally anything that would tarnish Google's reputation. Google has built a brand, it's responsible for its own image doesn't want to be associated with anything that would tarnish his reputation. And also, they need to protect themselves legally if somebody brought something through through Google to the Google marketplace, and that's disastrous consequences. They want to make sure that they're protected. Typically speaking, you're going to be notified immediately if you're on compliance You find that your ad is approved immediately or it says it was not approved. But sometimes, you know, you might get through and eventually and believe you me, eventually they will go through a human review and they will catch you up, you can do little tricks like misspelling your misspelling your your products to circumvent this their algorithm, but eventually when it gets through human review will trip you up.

It's blacklisted me a few times doing that. You have to tell us what, you got blacklisted? Yeah, well, we won't go through it in the course but outside of the course share. Sure. And of course, repeated violations will get you blacklisted abuse The ad network. You're not allowed to abuse the network.

Of course, if you're using your ads to sell a product, and you're misrepresenting your service, Google will not like that at all. irresponsible data collection. That's the easy stuff. Okay. That's the primitive content there normally be flagged up immediately with the restricted content you can get through. And you will need license.

So if you're setting up, oh, Google will receive do some due diligence on you. Adult Services, you can do that on Google ads, but you do need to have to scroll through some due diligence with with Google gobbling sites. Healthcare online is a massive industry, massive, massive industry, but again, needs to be regulated. Political content, trademarks, we were trademark And we'll go through the anatomy of an ad in a second. But so there are a few editorial restrictions. Yeah.

One trick that he tried years ago didn't work was redirection. So, okay, you can't do 301 redirects on Google. So say, for example, you have been blacklisted. You can put an intermediary domain in between you and the ad. But you don't have to do this. You have to have a working URL, no wonder construction pages.

Now. In any case, your quality score will be so low that you probably won't be shown poor relevancy, you adequate to be relevant to the search term. If you're going to be have poor relevance, you're going to, you're going to have something called the ad rank, it's going to ask you to rank very, very low in the ad rank, and your ad will have less chance of showing Can't get too spammy. Google doesn't want their absolute to spammy. Okay, so you're only allowed, you can't have excessive capitalization. Only the first letter of each word in your in your headline is allowed to be capital.

You only allowed one exclamation mark in your in your ad. Little things like free and guaranteed are not allowed either. because they'd be difficult to, to regulate really. You can't have access to punctuation, protected punctuation, you can't have bullet points. And, crucially, no pop ups you're not allowed any pop ups. So I know some of you might be sending people over to the homepage.

And that popped up you might have a pop up that appears against the Google doesn't like this. You're not allowed phone numbers in your ads. Okay. But you are allowed to have an ad Call the call extension, which is a phone number. And the way to do this is to register your your business on Google My Business. And then you can you can then have access to the phone number at extension.

Right. So it's all your requirements. This is the anatomy of an ad, really. So you got your first headline, you have a second headline. You also have a, what's called the display URL. And in that display URL, you have some space here, where it says add words, slash and some more space.

Okay, got path one and part two. each one's got 15 characters. And the display URL is only for copywriting. It doesn't really serve any purpose in terms of it's not your destiny. URL, even if that path does not exist in your unit, that page is gonna exist in your, your ads in your websites, okay? You can still have whatever you want here.

So if I was targeting the word keyword AdWords management, I'm gonna put AdWords here and management there. Okay? Because if you target the key word in your disk somewhere in your ad, it's going to help users it's going to improve your click through rate. Yeah, 80 characters, your description. These little structured snippet things like search services, got your location extension, you call out extension, okay. These are all called forms of ad extensions.

Now, I see lots of clients who have, who don't have any any ad extension. We're gonna go through an example where you haven't got any ad extensions. Okay. There's a really good way at the moment. To differentiate yourself from your competitors, because there are a lot of old accounts, you people who have old accounts generally don't use ad extensions, it's more of a recent thing. So just to summarize, take some time to read through the terms and conditions.

Normally is not a problem, any kind of violation is going to be detected immediately. And they don't necessarily mean any proactive violation. There might be some of you doing accidentally. Beware. Just be aware particularly about your restricted activities, because you can be selling something that you think is okay, on your website. But then there's going to be you're going to be classed as restricted products in your in within Google Ads within within Google AdWords, and that can come and bite you back a bit later.

Hacking the policy is not recommended. They will find out eventually because one of these things even though you can, you can circumvent the algorithm. They go through a human review afterwards, within maybe two weeks or something like this. They'll find you eventually