So let's hop into the Google slides first of all, after I've finished the slides I'll
answer any questions which you may have put on the comment box. Okay so these are not in any order
and these are just some ongoing optimisation tips, which you need to
put into practice and put in your workflow. So the first one which I'm going to talk about is
the display path, which causes a fair amount of confusion as to what you need to put in,
it could be www.yourwebsite.com /...Try and put a keyword in there, so you've got to
path one and path two, each one of them takes up to 15 characters.
Now you don't need to have that same URL on your website or where you are driving the traffic to,
so your landing page URL could be your website.com, but on the display path, it should have and ought
to have your keywords in that, because it's going to make the ad even more relevant to someone when
they search for a specific keyword and they see that keyword in the headline and the description,
in the path URL and so on. So you want to put the keywords in path one and path two. This
is just a simple thing which obviously it's for free, It doesn't cost you anything additional,
but a lot of people don't use it. Let's talk a little bit about the ads, capitalise each
letter, so just like over here, I've got the, A, B and P as capitalised, so if you had this
in your ad, you write each and every word with a capital letter, don't capitalise the whole word,
because Google is going to disapprove the ad. First character can be capitalised no problem,
It just makes the ad a lot more, I wouldn't say bigger, but it catches the eye a bit more.
That is what Google's best practice is, one of them is to capitalise all words in your ad.
So you've got to make sure that you've done that and as soon as I look at the ad and if it has got
capital letters all the way through, I know that it has been written by someone who knows a
thing or two about Google ads, but when I see that they are not capitalised, then I know I can
take on that advertiser without any problems and beat them in the ad rank. Put in a call to action
and what I tend to do is most of the time, either put it in the headline two, or headline three, but if
I do have multiple ads in each ad group, I'll sometimes put the call to
action in headline two and sometimes in headline three and then see which one is working and which
one isn't, because quite often, Google will not show the headline three. So you want to put that
call to action straight up, so the headline one, make sure you have the seed keyword, headline
two call to action, you want them to download, buy, book a free consultation or whatever it may be.
Then the description you start off with your unique selling proposition or the USP, what's in
it for the customer and not about you, so you try and talk about the benefits and the features
of how it can help, how your service or product can help someone with their problem and
you want to convey that message, that you are the solution to their problem and that's how you are
likely to get the click and hopefully the conversion. If you do offer something for free,
free consultation, free visit, free delivery and things like that, put the word free in there, because
that's the best, I would say clickable word or the best word for any ad, is the word free because
it will straight away attract your audience with the word free, everybody likes a freebie!
This is where I also have a fair amount of debate, arguments, discussions with other customers,
colleagues, and other guys who are running Google Ads that, Oh, should you, or should you not put price
on the ad? Because what a lot of people say, well, let them come to my website, have
a read through of my landing page and what we want to offer and then we talk about pricing, which is
fair enough. You don't want to be selling on price, for sure, however, if somebody cannot afford you,
then what's the point of them clicking on your ad and coming through the website and then
bouncing off, which eventually you will have to talk price, nobody wants to talk about the pricing,
but you will have to sooner or later talk about the pricing with the client, so
my humble opinion is, put it up, 'from', it doesn't need to be an exact price, you might
have different plans, different offers, and lots of different variables in your offer,
which will dictate the price, so you could put up a price, which says from,
so that way you don't waste the click. Ad extensions is such an easy, win it's such
a low hanging fruit where you want to make your ad as big as possible on Google, so the real estate
on Google at the top, you know, if you've got a bigger ad, you're going to pretty much take up a lot of
the space compared to your competitors and just by having the simple extensions, like call extension,
call-out extensions, again you are giving call-out extensions like anything, which you want to
shout out... so even if you have these free delivery or open seven days a week in the ad, put it back
again, it doesn't mean that, Oh, you put it up in the ad you can't use it again, but use
it in a different wording or different way. But put that message back again, you are reinforcing
that message in the call-out extension. Location extension I would highly, highly recommend that
you set up your Google My Business page if you haven't and link it to your Google Ads account.
Then Google will show you ads, especially the smart campaigns you can run using the location extension,
because Google will show the ads to people who are near your location and you don't need to keep on
tweaking or changing these extensions, once they are set up, it's pretty much running all the time.