Google Adwords Tutorial 2014.
If you already know how to create a Google AdWords campaign, I might have a tip or trick for you that can help. Or, you can skip ahead and try one of the other areas, such as Facebook Ads. Let’s begin with Google AdWords campaigns, and I’m going to start with…
Google AdWords Express
If you know you’re not tech savvy and you don’t want to get into a lot of complicated code, keywords and ad formats; Google AdWords is simple. The only qualifier I will put on here is that Google does bid on all of the keywords it can think of. So for my business, “banwork” is one of my key keywords, but who searches for “banwork” except people who have already heard of me? So when Google bids on “banwork”, it’s really stealing my organic search traffic with a paid click.
If you’re not willing to dig deep into the regular AdWords interface, AdWords Express is still a simple method to get traffic to your business.
What can you promote with Google AdWords Express? You can promote:
- Your Website
- Your Google+ Pages
- Your Business Location
When you go to Google AdWords Express at the following URL (Google.com/AWExpress), here’s what it will ask you about:
- Your Business Website
- Your Name
- Your Address
- Your Phone Number
Pretty simple, right? You just put that in and then it will ask you to put your ad headline in. If this was for me, I’d put something like “BanWork is the Best”, or “BanWork Helps You with Online Ads”.
For the Ad Description, whatever your value is, it should be as precise as possible. You don’t want to put something like “full service” or anything like that. You want to put exactly what you’re great at. So if you make the best web fliers or websites in town, put something like “Top website service in town”.
You can either take the person who clicks your ad to your website or to your Place Page. The Google Place page is a good choice if you have something like a restaurant with some great reviews. If that’s the case, I recommend going to your Place Page, because if people are looking to drive to your business or go there in person, having your Google AdWords ad take people to your Place Page is much easier for actually getting someone through your door. If you have a well done Place Page then you definitely want to take people to your Place Page.
Now here’s the part where Google gets paid.
You choose how much you’re going to pay them and they’re going to put AdWords to work for you. This pretty much scales, so you’re not tending to get a better deal if you pick a higher amount over a lower amount. I would recommend choosing a lower amount and see what happens out of it.
Your reporting in Google AdWords is very simple on this. I set this little campaign up quickly just to see what Google AdWords Express did, because part of the problem for me was that I first got comfortable using all of the advanced functions, and I had never signed up for Google AdWords Express. Once I signed up for it, I realized that they were going to bid on my organic keywords with it, so I figured I’ll just stick with Google AdWords then.
If you HAVE signed up for Google AdWords Express, it gives you a simple layout of your budget, the views on your ad, the number of clicks and the number of calls you receive. They have direct “click-to-call” ads, which are great if you have a business like a taxi service that needs to take calls.
So that’s AdWords Express. Think of it as the simplified, straightforward and friendly version of AdWords.
Now, if you want the real beast, you want to go to AdWords.Google.com
What Can You Promote with Google AdWords?
Well… almost anything, so long as it’s within their terms and conditions, which I would recommend reading up-front. Do NOT just click through and assume you know what Google is going to allow you to promote – I would definitely read what you can promote up-front.
Here’s what’s best to promote:
Fairly obvious, right? As you will see with some of these other methods, you can promote more things later.
Here’s what it looks like when you go to AdWords.Google.com and you sign in. You will:
- Create your first ad campaign
- Choose your budget
- Create your ads
- Select your keywords
- Enter your billing information
You’ll notice that this is comparable to Google AdWords Express, but that it’s also more complex and deep than what you could do with AdWords Express.
Creating Your Ad Campaign
You’ll click on “Create your first campaign”, and within each campaign you’ll need to have an “ad group”. So you can have one ad campaign, but then you can have multiple groups per ad campaign.
You can do this on “Search” or “Display” networks. Understand that Google has a GIANT network of websites that it shows ads on, and those are called “display network sites”. The key with those is that it matches a certain type of website with a type of ad.
If you offer T-shirts, Google’s display network is likely to put your ad on a website where people are already looking for T-shirts.
For example, if somebody was searching Dictionary.com for a word like “enthusiasm”, and you have a branding business with an ad on Google’s display network, your ad might pop up to that person, saying “Build Brand Enthusiasm”.
Some funny things have happened when this goes wrong, like Google will show a story where a train kills someone, then Google will pop up an ad right next to it, which says something like, “Here’s your local train times. Buy a train ticket today!”
Just understand that things can go quite wrong sometimes, but that it’s usually quite funny when that happens.
Anyhow, you can pick “Standard” or “All features”.
If you’re just doing your first ad campaign then I recommend you stick with “Standard”. Obviously, if you know more about it, some of the “All features” can be powerful. The new “Product ads” are powerful, and I know that because I actually use them as a consumer.
If you’ve done campaigns before, you can pull settings from an existing ad campaign.
One of the key existing features of Google AdWords is the option to “Include search partners”.
Now, most people trust Google for better or worse when they provide search results. So this is to say that if Google bought a search engine somewhere, it will show ads on that. So even if it’s not THEIR search engine, but some type of partner of theirs, it can show ads there. Whether you want to do that or not is up to you, but it should show you the difference between those.
The Display network, as I mentioned, is where you show “display ads”, also called “banner ads”.
“Locations” is an important area to think out of the box on.
Like I’ve said, I found Canada was proving to be a goldmine for customers for me. In fact, the odds of you being Canadian and watching this video are pretty high, given how much I advertise in Canada.
I used to only run my ad campaigns in the United States though, since that’s my country. So that’s where I thought to run ads. Some of your best opportunities can be going on outside of what you assume.
If you just want the most traffic possible, “All countries and territories” is a great option to select. If you have a passion, if you have a hobby or something that you just want people to know about, showing it worldwide can be an awesome way to get the most people for the least amount of money.
Once you continue scrolling down; the language is important, obviously, especially if you’re doing worldwide ads. Here you also have the “Bid strategy”. You can do it yourself by manually set clicks, or you can close your eyes and let Google do it for you. Sometimes that can work really well. Other times you can be wondering why Google is bidding $25 on a single keyword for you.
The “Budget”. This is where you’ll tell Google how much you’ll give them every day.
I recommend a sustainable budget. If you can pay $100, or even just $1 per day, whatever you feel that you can keep paying for a year, I fell like that’s the best budget to do.
I’ve had ad campaigns that I was spending thousands per week on, and it stressed me out a lot when I didn’t get immediate good results from those. At the same time, if you’re spending way below what you’re comfortable risking, like if you’re bidding $1 per day on a $1 per click keyword, you really can’t expect to get results in any kind of reasonable time frame. So something that’s towards your tolerance of risk, but is still sustainable if it doesn’t work as good as you think it should.
Next, down to the “Ad extensions”.
Lots of these ad extensions are powerful ways to build details or get the call to action you want.
If you have a physical address, you absolutely should select “extend ads with location information.”
If you have several sections of your website, such as if you’re a business and you have case studies, pricing and pages you know people visit all the time on your website, and if those pages are good at converting; with “Sitelinks” you can get all those in your ad. Usually you have to be first in rank in order to show Sitelinks – Still, Sitelinks is a great option.
As for “Call”, if you’re a call business then you absolutely need your phone number shown.
If you have a Google+ page then you generally should put that on there, too, and take a chance to get a +1 out of an ad.
Your ad group is where the ads actually get created and shown. The campaign, as we just went through in the steps above, contains all the ad groups. The campaign is the general settings while the ad group is your specific product, your specific URLs.
What makes Google awesome is all of these ad formats. When we go over Bing later, you’ll compare and say, “Wow, Google has a lot of options”. That’s what makes Google powerful.
A simple text ad is standard for search results.
A simple image ad or banner ad is standard for the display network.
You can still use a text ad on the display network, but usually the image or banner ads work better if you’re running on the display network. The text ads tend to look pretty ugly a lot of times on the display network, but sometimes they can work good.
If you want to promote a mobile app or any mobile content, you can get an “App or digital content ad”.
If you want to get an ultra-simple ad for click-to-call affiliate offers, the “WAP mobile ads” often are great.
The “Product listing ads” and the “Dynamic search ads” are where Google really shines. I ordered both my mom and my wife flowers, and I found the flower website off of a product listing ad on Google. The product listing ad is one of the new things they offer, and it’s a direct link to the product. You can essentially shop the products.
So if you have products, then you should absolutely do the work to get a product listing ad up. You will have to go put all of your products up in the marketplace, and it can be a little bit of a pain, but the product listing ads are solid for consumer products.
The dynamic search ads are fun. I say fun because you can see a lot of dynamic search ads go wrong. The dynamic search ads are great if you have a giant website with specific content, like if you have a giant list of profiles on your website, or if you have tons of articles on your website – a dynamic search ad automatically pulls the web page URL and sometimes the headline and parts of the description. The thing is, dynamic search ads make it easy to be laser-specific on a search result. So if you want to promote all kinds of different names or businesses, the dynamic search ads will generate a search ad for you.
For instance, I did this for a personal injury attorney. He had a laundry list of different pages for things like truck accidents, school bus accidents; laser-specific search terms. Of course, it can always go wrong. Google can pull up your ad on the wrong type of page or an unrelated search. Someone might type in “how do I avoid getting in a school bus accident?”, then the ad shows up for “Got in a school bus accident?”
There’s a risk-reward there, but if you have the ability then I would definitely recommend trying those two, the product listing ad and the dynamic search ad.
Now, here’s a simple ad creation. You have:
- The Headline
- The Description
- The Display URL
- The Destination URL
With the headline I’ve written “I Help You do Ads Online”, which I would write if I were making this for myself. The description URL and destination URL need to match. Maybe not exactly, but say for the display URL, I could take off +JerryBanfield and just put Google.com, and in the destination I would have the +JerryBanfield still remain, but they both still contain Google.com.
The key is with the headline and the description, you only have a limited amount of space. You want to put keywords that people are searching for exactly. So if they’re searching for “help with ads online”, you want the keywords to match what they’re searching because google puts those keywords in bold. This makes it easy for people to see that they’re getting what they searched for.
How to Pick Your Keywords
Google says to start with 10 to 20 keywords, and avoid using more keywords. I actually like to do 1 to 3 keywords. That means I have a laser-specific campaign.
For example, I have a book about video game addiction. I make ads about the book. I ONLY do video game addiction because then I can make all the ads about video game addiction. I then know my ads are related and so my click-through rates are likely to be higher. Having a laser-specific focus group of keywords makes it easier for your ads to rank higher for less money.
If you put a laundry list of keywords in, you continue reduce the odds of your ads being what someone is looking for.
For example, if you’re a personal injury attorney and you want people who are injured, you want a very focused campaign. If you continue to put more and more keywords in there, you risk getting irrelevant searches. If you just want people who search “broke a leg” or “got in a car accident” – if you just do a small group of specific car accident keywords, that’s better than putting every laundry list term in that you can get at once. This is also especially because attorney ads being the second highest per capita keyword on Google, only beaten by “insurance”.
Finally, with keywords, if you can get an out-of-the-box keyword in then you can get exceptional opportunities. Meaning, if you can think of something people are looking for in a different way than they’re looking for it, or figuring out what they’re actually searching for, rather than just what you think they should search for.
Insurance agents are a great example.
Almost every insurance agent simply puts “insurance” or “health insurance”, and several other variations in there. Lots of times, people who are actually in the market for insurance may search for other things. They might be searching for insurance companies. So some of the smarter insurance agents actually put keywords on people searching for OTHER insurance companies, and lots of times this can be cheaper and less competitive.
Suppose you’re a State Farm agent and you put in a local keyword for another agent, and when someone is looking at that agent you know they’re in the market for insurance. That person may not like what they find about that agent and they may go to you instead.
Other out-of-the-box targeting solutions – Instead of putting “online advertising” in the keywords, I’ll often use keywords like “get noticed online” or “get found online”, or similar things like that. The search intent is similar, but the costs I’m looking at are 1/4, 1/5 or 1/10 of trying to just compete with other advertisers. So the keywords here are where you can really get the best opportunities in terms of cost and value back for you.
Getting a great keyword choice with a great ad group choice is the best way to maximize your ROI.
Here are comparisons between different campaigns I’ve ran for a few clients. As you can see, some of these are injury attorneys, right here’s an injury attorney one. Now the problem is when you make ad campaigns for people, like I do, even though I know a lot about what works; if someone tells me they want a campaign a certain way, I’ll make it that way.
This client wanted to get seen as much as possible. He cared most about searching for himself and seeing his ad up there, so I made his ads that way since that’s what he asked for, and you can see he’s paying $12 per click. He gets business out of it, but the problem is that using some more out-of-the-box and more specific niche techniques could get his cost-per-click lower and get more clients for less cost.
Some of the other campaigns you can see that I’ve run for either myself or other people, you can see that’s exactly what happened. A 2.5% click-through is solid. You can see my cost-per-click is $0.39 and I was toward the top. Now, this wasn’t on personal injury keywords, but if you compare that to this – $12 per click or $0.39 per click – which would YOU rather pay?
This is “Reporting” on Google.
The key thing with the reports is that it gives you the information you need. The most important thing, of course, is your average cost-per-click, and you can sort it that way. You also have your aggregate statistics down here as well. With reporting, you want to get comfortable sorting and looking at the data that matters. So yes, the click-through matters, but the cost-per-click tends to matter more than the click-through.
You want to focus on the data that matters, and if you set up conversion tracking in your accounts, the cost per conversion tends to be the most critical factor.
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