Hi, my name is Mike Mancini with PPC Video Training com.
Thanks so much for joining us today. This video is going to be going along with
our PPC Google Ads keyword spreadsheet. Now why did we develop the spreadsheet?
Because it helps us keep organized as far as when we're putting our campaigns
together, keeping our ad groups and our keywords in one spot so we can see how
they're put together, what keywords are in what ad groups, and then also change
the bids and the match types and we get a little technical in it but we show you
how to do it in the video following this and what it does is it helps you do it
all in bulk and then you literally take all of this and upload it in one
mouse-click up to Google using the AdWords editor once again we will show
you how to do all of that it's rather simple down below in the description
there were there is a link where you can get the keyword spreadsheet for free so
feel free to do that also if you like this tool or you like
our videos please subscribe to our channel or share it with someone who
might find it valuable and let's get started with the training alright so as
you go through and you gather your keywords you're gonna want to put them
all in one area kind of compiled a keyword list that makes it easy to
upload them to Google when that time comes so below this video we have a link
to an Excel spreadsheet that will look exactly like this this is the tool that
we use when we're compiling our keyword lists you can do this easily in Google
Documents as well or any other type of software you want to do it or however
you want to sort it this is just how we do it because it makes it quick and
simple and easy to organize and sort and different things like that so what we do
is as we're going through we take our keywords now obviously this is for
heating and air conditioning company these are the ones that we came up with
that we might have put into Google or you know that we started out with so we
just put them under the keyword heading now as we did a search through Google
and through the other steps Google came back with what's called ad groups and
then the keyword put into these ad groups and as you can see the furnace
cleaning furnace cleaning cost cleaning furnace these are all keywords that were
put into this ad group by Google so they're pretty tightly knit
meaning that we don't have furnace installation in the furnace cleaning ad
group all of these keywords have to do with furnace cleaning and you can see as
we scroll down there's quite a few keywords in quite a few ad groups now
we're gonna be making ads for each one of these ad groups but all of these
keywords need to be in an ad group so what I'm gonna do is take a look at some
of the different ones furnace repair furnace replacements now what I want you
to do is take all of these keywords that do not have an ad group and put them in
an ad group now if you don't find one that they might fit in make one up so
maybe you don't have one that says air-conditioner installation and maybe
that's the one that you come up with but I want you to find the corresponding ad
groups and go ahead and put them in there put the correct ad group here I'm
gonna pause the video and do that now alright now what I want you to do is I
want you to go up here and I want you to highlight both of these and on Microsoft
Excel you can go up to data and you can sort and I want you to sort them all by
column a which is the ad group sort by the values a to Z all right these are
already sorted in alphabetical order what I want you to do is go through and
make sure that all of these are the same so furnace cleaning is spelled the same
way and is capitalized the same way let's show you an example as you were
going through if you typed in furnace cleaning and furnace was not capitalized
but the rest of these it is Google will consider this and this different ad
groups so make sure that they're the same it's just something that you can
run into later that we're gonna try and avoid doesn't matter if they're
capitalized or not as long as they all match now you can see this here as well
all of these keywords right here were furnace cost just like they are right
there what we did was we went through and we want to keep our ad groups
relatively small meaning that our preference most of the time is to keep
them 15 keywords are smaller so if we have a
bunch of keywords in one AD group we will divide that ad group up and call it
something different maybe furnace cost 215 keywords is a guideline some experts
will say more some will say less but typically we usually keep them at 15 or
under and as we scroll down we just make sure that they're all named the same
thing we got down here at the bottom and there's heating repair and then there
was a lot of them so we kind of divided those up and you can see we did the same
for HVAC all right so we have our keyword list what I want you to do is
highlight both of these columns copy them and go down here to final keyword
list and I want you to paste them right here and their ad group and keyword now
you can name your campaign whatever you want
maybe you want to name it 2017 maybe you want to you know name it sales whatever
you want we're just gonna name our search and we just put those there as a
guideline make sure all of your ad groups and keywords have that next to it
so you can copy and paste those down and you can see it's all the way down there
go back up to the top so over here in the keyword type column we haven't
listed as phrase now to give you an idea what the keyword types Google has five
keyword types if you go down here to the bottom there is a tab called types go
ahead and click on that will run you through it so the type of keyword could
be a broad match keyword which means if your keyword is blue trucks and somebody
in Google types this in by blue trucks trucks that are blue blue extended cabs
which is a synonym for trucks your ad could show up so once again synonyms you
can use instead of blue it might be aqua but it's very expansive group of
keywords we don't typically use it all that much unless we're doing research
the next keyword type is modified broad which is listed like this with a plus
sign so what we're saying is it has to have these keywords somewhere in the
search so no synonyms so if somebody types in by blue trucks or trucks that
are blue then your ad could show up because it has those exact keywords but
in any order so once again the broad match we don't use too terribly much but
if we were to use a broad match modified broad is the way to go because it's
using the exact keywords it's not listing in any synonyms the next group
is phrase match which is the one we use the most of and what that means is it
has to be in the exact order so if somebody types in blue trucks our key
our ads could show up if somebody types in by blue trucks the best blue trucks
blue trucks for sale it's got blue trucks exactly how we typed it in in
that order but it allows her keywords before and after the next one is exact
match now exact match is exactly what it
sounds like if somebody types in blue trucks our ad will only show up if they
type in just that keyword in just that keyword alone nothing before nothing
after just blue trucks that's the only time our ad will show it is the most
restrictive keyword type so it won't get a ton of impressions but if that's
exactly what you're going after and you want no variation whatsoever then that
might be the way to go but typically we will leave a little bit of wiggle room
which is why we use phrase match now Google has stated that 20% of all
searches are keywords that nobody has typed in before we want to leave a
little bit of leeway there the last group is negative now negative keywords
are where we don't want our ads to show up so if somebody maybe our negative
keywords are free cheap inexpensive if somebody types in cheap blue trucks our
ads will not show if they try pin blue trucks that are cheap if that negative
keyword cheap is anywhere in that keyword search Google will not show our
ads and those are very very important to have as
well so let's get back to the final keyword list we typically start with
phrase but you can do whatever you want as you can see over here we have listed
how they get typed in with the plus symbols and that in the brackets and
everything you don't have to worry about that because we're telling Google right
here what keyword type we want to use so we're just gonna use phrase you need to
have that next to all of them and then a maximum cost-per-click we don't know
exactly what it's gonna cost but we want to put the maximum amount we're going to
allow least initially for our ads to run maybe it's two three four you need to
remember that these are gonna be adjusted later but if you don't bid high
enough your ads will not even show up so typically we will start these around
three or four dollars you can put whatever you want but maybe just because
you're starting out let's just split the difference and we'll go let's say 250
all's you have to put in is 2.5 you don't have to worry about the dollar
sign or anything copy that all the way down and paste it
now we're going to click over to negative keywords right here we're just
gonna make a list of keywords that we don't want our ads to show up if anybody
types this in so we might say free is always one that you want to put there
especially if you're selling services free cheap inexpensive maybe we're
heating an air conditioning company just residential maybe we do not do
commercial work so in here you would put commercial you don't have to type a ton
in here but these are just a few to get an idea
I would always add in free cheap inexpensive you know different things
like that if you don't do any deals type in deals whatever it might be but you
need I would always at least put these in
there to kind of exclude the people that are looking for basically you know a
free lunch and once you're done with that you now have your keyword list
complete all right this video is going to be how
to upload your keywords and your ads to Google AdWords by using AdWords editor
we told you before the reason that we use AdWords editors because of the speed
that we can do all of this we don't have to do ads one at a time and upload them
that way we don't have to type in the individual keywords we can literally
copy and paste so when you open up AdWords editor you're gonna see this
you're gonna see your account here click on it to open it up obviously we're
gonna black these out because these are some of our clients we set up a test
campaign but click on the account that you want to upload your ads to and your
keywords alright we actually called this our testing account so when we set this
up we had a just a dummy campaign in here we just called it campaign number
one it doesn't have any keywords or ads or anything like that so if you want to
get rid of it just to get it out of the way you can click on it you can click on
remove now it will remove this after a period of time nothing you have to worry
about right now but what we want to do is willing to upload our keywords and we
want to upload our ads so let's go to our keyword sheet and here we have our
final keyword list and you can see we have campaign name ad group keyword
keyword type and then the maximum cost per click but you can change all of this
later it's not a big deal right now but what we want to do is we want to go and
we want to highlight all of this including the headers so you want to
highlight all of it and click on copy go back to Google AdWords editor go down
here and click on this little arrow next to keywords and targeting and go to
keywords click on keywords then go up here and click on make multiple changes
now we copied our headers so we don't have to go and enter anything in here so
make sure that it says my data headers my data includes columns for campaigns
and/or ad groups make sure that's checked click right there and then you
can paste everything you can just click paste from clipboard as you can see
because we copied our headers in here it automatically fills them in go down here
to the bottom right and click on process you can see it added our campaign which
was searched is what we are calling it it added 29 ad groups so it added all
these ad groups and it added 213 keywords which is correct because it
says 214 but the header counts as one so 213 keywords which is right go ahead and
click on finish and review changes now it says a status pending review Google
will approve all of the keywords and ads and everything before they actually let
it go now you can see we have an error here so you can go to campaigns click on
that the error is highlighted by the red exclamation point and you can click on
where the error is and it will tell you down here it says your daily budget is
invalid change your daily budget to be a positive value so basically we just
don't have a daily budget so you can go right over here and and for right now
we're just gonna say one dollar that's all we're gonna do we'll mess with this
later I'll show you something else to do but the error is gone now once you're
done with your keywords you will normally upload your ads but we kept
that for a separate video because we have a different tool that we use to
help craft our ads and down below in the description you should find a link to
our Google expanded text ads generator it's a spreadsheet that we put together
that helps us craft multiple ads per ad group and once again we just upload them
all at once right to Google during this process but in this particular process
what we're doing is we just uploaded our keywords keep continuing to watch the
video we'll show you how to post those but typically right after we would
upload our keywords we would upload our ads and then it would all be done but
just wanted to give you a heads up we're just uploading our keywords right now at
this time so make sure that you watch the rest of the video so you know
exactly what you should do as far as making sure your account is paused so on
and so forth okay here we go once you're done with all that and all the warnings
are gone and there's no errors or anything like that you can click on post
this will come up and it will say post the changes to post all changes or just
the selected campaign we can just post all the changes click
on post I'm not going to do that because this is a test campaign right now all
right now real quick before you hit the post button to make all of these ads
active remember we just uploaded a new campaign right here's a campaign that
was not in the system yet so when we upload this stuff it's going to be live
before we do that let's go in here and we want to pause that campaign so go up
to search click on it and highlight it and that will highlight the entire
campaign you must highlight the entire campaign otherwise you will only pause a
single ad group then to pause all the campaigns you can go up here and you can
click on the green button and you can go down to pause or you can just highlight
that and then down here right here it's under status you can click on enable or
pause so until we're ready to go make sure that that is paused
you know once right before we launch it will go through and double check all the
settings and make sure it's ready to go but right now let's keep that on pause
another thing but so we don't forget this we don't want display ads we want
search Network only make sure you change that as well everything else should be
okay for now we will review it before we launch the campaign thanks so much for
watching our video if you enjoyed it please like or subscribe to our channel
or share a video with someone who might find interesting or if you know someone
who is in need of PPC or Google ad services please forward our information
to them we'd love to help thanks so much