Hey everyone! Jason here, digital marketing consultant. And in this Google ads fast track
guide, you're going to learn how to set up your first PPC search campaign in under 15
minutes. Timestamps table of contents and the description along with some other helpful
videos. If you want us to take a deeper dive on setting up your campaigns.
Now there are only three things you'll need, before we jump into my screen, you're going
to need your key words. You're going to need some ads. And of course, you're going to need
a landing page. Now, first things, first keywords are, how
we tell Google when we want our ads to show up. Simply keywords are representative of
the people that we want our ad to go in front of. So when someone types something into Google
and we think that search phrase represents someone who would be interested in buying
our product or service, then we tell Google, “Hey, we want to show up there”. Now there
are a lot of keyword research tools. You can spend hours doing keyword research, but let's
get this campaign up and running fast. So I'm just going to give you some keyword formulas
and then show you how you can use something called a search terms report to actually get
better keywords as you start to optimize and scale.
So here is a list of keywords that you can use right off the [unintelligible 00:01:06]
location plus service, profession plus location and best. And of course you can pause the
screen here and look at the different examples, but all you need is five to seven key words
from two of these examples, that's all you need to create your first two ad groups.
Now what's something that's really cool is, once you've chosen your five to seven, these
are actually going to change into 21 to 14 keywords using something called match types,
which we'll learn about when we jump into my screen. So you don't need to have a ton
of keywords to get started, you really do want to be focused. And when you run traffic
for a week or two, you'll be able to go to something called the search terms report,
and this is where all of the search phrases you show up for, will actually appear. So
what's awesome is, Google will actually tell you the exact phrases that are working and
the exact phrases that aren't. So, when we jump into my screen, I'll show you how to
get to this place. And actually you'll be able to use this report to quickly figure
out which keywords are going to be better versus spending hours on the front end. Just
kind of guessing in the dark, “Oh, I think this key word is going to work” or, “Oh,
I think that keyword is going to work”. You don't have to do that.
Just use these templates and then move on to the next step, which is coming up with
your ads. So, when it comes to Google ads, you have three headlines, then you have a
description or URL path, and then you have your actual description. Now you can do other
things like site links, but we're not going to get into that when setting up your first
campaign. So, you have up to 30 characters for your three headlines and your headlines
should just be calling out specifically to who you want to be clicking the ad. Then in
your URL paths, something that's really cool that you can do is you can use phrases like
limited time, sale or discount or book now, even if it's not your exact URL. So, it's
a great way to use that limited ad real estate to really get people to click.
And finally, you have 90 characters in your description, and this should just reinforce
everything that you've done in the headline. Now, how the heck do you know what to write
with your ads? Great question. The best place to go is to look at ads that are already running.
And actually, if you're going to be doing search ads for any period of time, I'd highly
recommend at least once or twice a week, go to Google and search in your search phrase
and see what ads are still running. So, if you do this for a week or two, you'll actually
be able to see which ads are actually working and which ones aren't. And of course there’s
fancy softwares that do this for you. But a you can skip the two or $300 a month, you
pay for those and just do it manually over a week or two. And you'll see which ads are
continuing to work. So, what you want to look for in other people's ads is, you want to
look for promises, results, unique selling propositions, what are they offering to get
people to click on the ad, how are they trying to differentiate themselves, and then of course,
what is a common string or thread that you see everyone talking about in their ad?
Now, of course, if everyone's talking about it, it's an opportunity for two things. Number
one, you should include that in your ad or number two it's a way, it's an opportunity
for you to stand out and say, “You know what? We actually don't do XYZ”. And then
if someone's reading all those ads, they'll see you, Oh, everyone's talking about this
one thing, but this ad says they don't do it. So maybe they're different or maybe I
should click on them. And that's really all there is, to it to creating your ads. Something
that's very important is, you're always going to be testing your ads so you don't need to
stress over getting the perfect one. So just write three to five ads in the beginning and
you can use the same set up that's for each one of your two ad groups that you're starting
with and you'll be good to go. Now, the final element we have before we dive
into my screen and build your campaign, of course, is your landing page. Now this could
be of course, a video in and of itself, but all a landing page needs to do, is to collect
someone's contact information so you can follow up with them. Now what's very important about
a landing page versus other pages on your site is, there are no external links. The
only thing someone can do when they hit your landing page from your Google ad is enter
their name and email or name and phone number, whatever information you're collecting. Of
course, the more information you ask for the lower your conversion rate.
Link in the description to a video that walks you through how to optimize a landing page
and put that together via whatever software you choose or choose a software, if you're
not quite sure what the heck this whole landing page thing is. So long story short or all
your landing page needs to do, have no links specifically talk directly to your prospect
and tell them how great their life is going to be as a result of opting in for whatever
you're offering them. And so with these three elements locked in,
you're ready to dive into the Google ads interface and build your first campaign. We don't want
to overcomplicate it. So let's just get started. Let's start spending at least 2.50 to 5 dollars
a day within a week or two, you'll have all the data you need to start making some real
big changes and adjustments. So with that, let's go ahead and dive into my screen.
Now inside of our Google ads account, we're going to click on campaigns, so that we get
this giant blue plus button in the top left hand corner. And we're going to go ahead and
click on new campaign. Now, if you are already very specific on what you want, we could go
ahead and select one of these. I'm just going to go ahead and click campaign without goal.
I always like having more control and I'm going to click on search. So here's where
you're going to decide whether you're doing search or you're doing display. What's very
important is whichever one you choose. You only do that type of advertising, inside of
that campaign. So I'm going to go ahead and click on search here. We--, since display
is going to be a little easier and we're just going to go ahead and click continue, go ahead
and give our campaign a name here, PPC management. And you see, this is where if you just select
search, it's going to give you the option to do display as well. We're not going to
do that. We do not want display. So we're going to uncheck that. And we're going to
go ahead and click show more settings. And this is where we're going to set our end date.
So if we're going to be doing this for a week, I'd come in here, select the end date and
say, we're going to do this and it's going to go to, maybe we'll do two weeks for this
one, but this is a great way to make sure that our budget doesn't go over. Because Google
will just keep spinning that money. And we'll go ahead and leave URL and dynamic ads alone
for now. Locations, now, if you're a local based business,
you're only doing business in your state, a specific, you know, neighborhoods, city,
or zip code. This is really where you want to zero in on the zip code, the neighborhoods
or the cities that you want to target. Now, typically what I like to do, because we manage
a lot of different types of accounts, if whatever the largest geographical region you're focused
on, enter that as your targeting, and then add all of the sub targeting that can go inside
of there. For example, if you're in the U S you can target a specific state and then
you target all the zip codes inside of that state. And then you'd also target the major
cities or major neighborhoods. That way you have a lot of overlapping targeting. And as
time goes on, you're going to be able to figure out which cities, zip codes and neighborhoods
perform the best. Of course, if you're in a different country, you can still focus on
different provinces or territories, you can apply the same type of target location targeting
here. Languages, typically I just leave it at the
language of the country that the client is for. And next we have audiences. So audiences,
this is where if you're doing display, right? So we're setting up a search campaign right
now, but if you're doing display, you're going to want to click on audiences. And then you're
going to click on this in market. So when we click on in market, you're going to see
all of these different options. And there are a lot of dropdown menus here where you
can really, really get customized here and see all of these different ones. I mean, this
is just, this goes on forever, but hey, it's Google, they track everything they look at
everyone, so they know what's up. They know what's going on. And there are just so many
different options here, dating services. I didn't mean to click that. We're going to
exit that out. So in this particular instance, since I'm
doing PPC management, I would come in here to business services, click on advertising
and marketing, and I would check this box and I would check this box. And then I do
some more research. I won't waste our time now to come up with two, a couple others,
but this is what, those are the two that I would check in this particular instance. If
this was a display campaign, of course we're doing a search, but I'm just showing you what
that would look like for display and leaving it at the default is fine. Used to be bid
only. We don't really need to worry about that right now. Budget, this is the budget
that we're going to set each day. Let's just say we're spending $10 a day and delivery
method, we'd leave it at standard. Accelerated just means they spend your money faster, it's
not really going to help you collect better data. You want data, that's going to show
you over a period of time, as opposed to what happened on Monday or Tuesday, or whenever
you start this campaign. And when it comes to how you bid, you actually
want to bid cost per click. And the reason you want to big clicks is, because if you're
doing this for the first time, you don't know what your conversion rate is. You don't know
who's going to be converting. Once you have conversions, then it makes sense to optimize
for conversions. We're just going to start at the standard $2 per click. Since we're
doing search and under show more options, you're going to have the ability to add an
ad schedule, which I recommend, even if you're doing it all, all hours of the day, and then
an ad rotation, I typically just leave this alone for now. You can select rotate ads indefinitely,
but please only do this, if you actually do plan on checking your account, at least every
other day, if you're busy with other things in your business, just leave it on optimize.
It's not ideal. We personally always click do not optimize, but that's because we're
in our accounts and our client accounts every single day of the week. If you're not going
to be in here almost at least every other day, just leave it at optimize.
Add extensions, we're going to leave those alone because that's not necessary for our
initial search. So, as we click save and continue, we're finally going to be able to drop in
our list of key words. So I go ahead and paste them in here, and then I'd give the ad group
a name. So I'm going to call this by oops, by, and then the product that would be the
product name, and once we pasted these in what we can actually do is, copied them again.
We're going to click enter a couple of times, and then you'll see down here, there are different
types of keywords. So we can actually have broad match phrase match, and exact match.
And really all this is, telling Google how specific the search needs to be in order for
your ad to show up. Broad means Google is going to match your keyword to a bunch of
other key words, and then phrase match, they're looking for just keywords that include the
keywords. And then exact is the exact key word search that you have here. So, what you're
going to want to do, is come in here and put parentheses around all of your keywords.
Now, obviously in your example, in when you're doing this, you're not going to have product
in brackets because that's actually gonna throw Google off quite a bit, and then we'd
come down and one more time, control V again, and then we've put the entire keyword phrase
in brackets, of course, product wouldn't be in brackets, right? And we do that for all
of these. And then once we're done, we're going to go ahead and click, add a new ad
group and paste in our next set of ads not ads next set of key words, and then do the
exact same thing. So we do parenthesis phrases here, a phrase match there. And then we'd
go ahead and oops, on the last two that wasn't phrase match. There we go. Quotations, not
parentheses. And then we'll do brackets for everything else right? So, we'd go ahead and
do that at least three, if not four times, and then we can go ahead and click save and
continue. And the final one step of our process is,
actually creating our ads. So hopefully you already have some ad copy ideas, based upon
searching your search terms into Google. So we go ahead and first start by pasting the
final URL. So this is the page that you actually want people to come to. We'll enter our headline
one and two, headline three, and then you can go ahead and put your URL path. So what's
really cool about these again, let's say we do limited time offer, right? Something like
that. You can see it comes up example dot com limited time offer. So, it's a great use
of real estate and you don't have to actually change the URL that you're using. This will
just go on the back end of whatever your actual website is. We have our description lines
here, 90 each, and then we go ahead and add our URL options, if we're doing any custom
tracking, which you're probably not. And once you've done this, you can add click, add new
ad and you'll do that this for each one of your ad groups, right? So I did two ad groups
here. So I would go ahead and do this twice. And then we'd go ahead and click save and
continue. And we'd be ready to create our campaign.
So I'm going to exit out of this and go over to a campaign that I already put together.
And inside of our campaign, you'll see the three ad groups that we created. You can set
your default cost per click. I'm going to go ahead and click into ad words management
services. And you see this ad group wound up just having 2, and I typed exactly in what
the service this is. Again, I made this campaign in the exact same way we did just went through.
And with that, you're all set up and ready to go.
Now, another quick bonus tip right here. I know this was a bit of a long tutorial. Let's
go ahead and I want--, I mentioned earlier that you're going to actually going to be
able to use something called a search terms report when you've started to run some ads.
So once your ads have run for a good week or so, you spent a couple hundred, you can
come in here, you click on keywords, and then you can click on this thing up here called
search terms. And this is going to list all of the keywords that you've actually showed
up for. And this is where you're going to get the best keyword ideas ever. So, we've
started with a small kind of template set of keywords, and this report is going to populate
and show you the keywords that you can add to future campaigns, future ad groups for
optimization. And it's all there is to it to setting up
your Google PPC campaign. So, go ahead and hit that like button and subscribe, if you
got some value out of this video comment below, if you have any questions on putting together
your Google ads campaign, and as always keep building the business you love.