- [Mike] Hi, Mike Mancini with PPCVideoTraining.com.
Today we are starting a series called,
what we're calling, AdWords Optimization Week Number One.
Now, what does that mean?
This is specifically meant for people
who have started an AdWords account,
and maybe they have not done
any optimization up to this point.
Maybe it's something that they turned on,
or they're not really that experienced with it.
They set up an account.
It didn't work really well.
They shut it off immediately.
You know, this is the optimization that you
should probably work with right when you turn an account on,
or optimization rules for AdWords accounts
that have never really been touched,
meaning they were set up, they were turned on,
and they really haven't been touched since.
So, today, in day number one,
we are going to take a look at our settings.
So here we are inside a Campaign,
and here we are in our Ad groups.
Go down to the left-hand side and click on Settings.
Here we see the Campaign.
We see the status is enabled.
What we can do now is, the first thing I want you
to take a look at is Networks.
What networks are you on?
Are you on the Search Network,
or are you on the Google Display Network?
If you are doing true PPC,
you probably want to be on the Search Network.
The Display Network are basically
those display ads you might see if you're on a news site,
and you see an image ad over to your right-hand side.
The Search Network is when people go
to Google and actually type it in.
Make sure that you just have
the Search Network included here.
Next, I want you to take a look at Locations.
In this particular campaign,
you can see that we are targeting the Las Vegas area.
However, if I'm a service provider,
and my business only targets Las Vegas, let's say,
but if we look on here, and we see United States is checked,
or United States and Canada,
or All countries and territories,
obviously you have a big problem,
so what I would do is specifically go
to Enter another location.
You can scroll down and click on Advanced search.
Now you can target a specific area here,
so we can target Las Vegas, Nevada.
You can target Las Vegas, New Mexico.
Obviously that would not be one area
that you'd want to target.
You can target specifically the Las Vegas Strip.
Henderson, you can target, which is a suburb of Las Vegas,
and you get my idea.
All's you have to do is click on TARGET.
Now, if you are in a specific area
where maybe you have a franchise,
and you are only allowed to target specific zip codes,
you can enter in the zip code here.
You can enter in zip codes to exclude,
so if you don't have, if you butt up
against somebody else's territory
then all's you would need to do is type in the zip code
that they have, and you can click on exclude.
Make sure you're targeting is accurate here.
Languages, obviously make sure
you're not targeting a language
that your ads are not in.
Or that your customers do not speak.
Budget, what this means is this budget
is not a monthly budget here.
This is not $19.75 a month.
This is a daily budget,
meaning that if you're ads are shown,
and they are clicked on,
and you use up your entire daily budget,
your ads will stop showing for that day.
I've gone into these accounts before and looked at,
because somebody's turned them off,
and they say, well, we have a $400 a month budget,
and we went through that, like, in day one
because they did not understand that this is a daily budget,
so they went in here and entered $400,
and the next day it was gone.
So you need to take your entire budget.
Let's say it's $300 a month, divide it by 30.4
which is the average number of days per month,
and you will get a number to come up with.
So if it's $300 divided by 30.4,
that's actually $9.87 a day.
Make sure that your budget here is accurate.
Bidding, now Google will give you a lot of suggestions.
However, Google's suggestions
are not always great suggestions to follow.
When it comes to bidding, when it comes to PPC bidding,
we usually will always start with Manual CPC
or Manual Cost Per Click.
You can see there's obviously a number
of different bid strategies.
Target CPA which is Target Cost-Per-Acquisition.
Target ROAS which is Return on Ad Spend.
Maximize Clicks, a lot of people will see, will check this
because they want to get the most clicks to their website.
The problem is if your website is not converting,
that's not the best strategy to use.
We always suggest starting with Manual CPC.
Now, you can get help increasing conversions
with Enhanced CPC.
I would suggest when you're starting,
just keep it at Manual CPC and not clicking this.
This is something that we will look into later.
Next, go down here and click on Additional settings.
Under Ad rotation, what this does is,
if you are running multiple ads, which you always should be,
make sure you check the settings.
Do not optimize Rotate ads indefinitely.
Chances are, you have left,
Optimize Prefer best performing ads.
Now, if you were running one ad, that really doesn't matter.
It's always gonna show that ad,
but if you are running multiple ads,
what you're telling Google is
you wanna show each ad about as often as the other one,
so that you can always determine
which ad is performing best.
But, when Google optimizes that for you,
they will sometimes choose an ad
that maybe only has five conversions,
and the other ad has 10, you know,
but the first ad has a better click-through rate,
meaning more people have clicked it.
Well, I'm obviously one to go with
the ad with more conversions in that case.
When it comes to this,
I would always just say Rotate ads indefinitely.
And then lastly, under Location options.
Scroll down and make sure it's checked
on People in your targeted locations.
Let me give you an example of this.
If we're targeting the Las Vegas area,
we'll stick with that example,
we want only people in that area,
in that Las Vegas area that we have targeted
on our map to be able to see our ads
when they're searching for it.
If we're targeting Las Vegas, somebody lives in New York,
we don't want our ads to show up if they're looking
under specific key words in New York.
You wanna make sure they are in your targeted location
when they're searching for you.
Now, while this is just a very stripped down version
of how to basically adjust your AdWord settings,
this is by no means the be all end all guide to do that,
but it should give you a quick idea
of some fast changes that you can make
to make sure that your AdWords Campaign
is getting off on the right start.
A lot of people will start an AdWords Campaign
and end up going into their, ya know, the next day,
and something is way off, and they have no idea,
and they just throw their hands up.
Their budgets gone.
They're like this doesn't work, this sucks, we're out.
And we want to make sure that's not happening for you.
So what this quick course is designed to do
is give you some ideas of what you can work on
to help improve your account.
So this is just a place to start.
And next, we'll be releasing our
Google AdWords Optimization Week Number One,
Day Number Two video,
and you can take a look at that,
and that's gonna talk about some of the key word settings
that we would have you take a look at
if your Campaign's not running the way it should be.
We'll see you then.
Thanks for watching our video.
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Hope to see you next time.