Okay, so that’s me, Mike Google ad specialist. I have been one for over 13 years set up managing campaigns for a wide range of clients in different industries. So I’ve worked with a lot of small, medium large companies and I’ve been doing this. I also have experience with Google Analytics and I’m a Google partner as well. So I’ve got a pull for you here and it’s, are you running Google ads campaigns at the moment? So please if you could answer this, then we’ll see, gives us an idea of who is on the line and so forth. 75% so far. Let’s see. Okay, yeah, so I would say 56% are running campaigns and 60% of you are running campaigns and 40% are not. So yeah that’s quite interesting. A lot of clients I work with tend to you already running campaigns but they’re not working so I think this webinar is important for that and we’ll try and address some of the reasons why campaigns don’t work and how you can set them up effectively. We’re going to just go through a basic campaign setup and then you can ask questions, just any questions I’ll answer them as we go along or even at the end if you want to do that. It’s almost like 60% or so who are running campaigns. I’m going to close that and let’s get started. Let me share my screen.
Okay so I’m going to be, I hope you can see my screen well. I’m going to take you through, this is my account and just take you through some of the ways to really set up a campaign and we’re focusing most, we’re going to be focusing on search because search is the primary. Yes, you’ve got performance Max, you’ve got shopping and so forth, but I guess the fundamentals are quite similar. What I would say is most of us, if anyone is running campaign, it’s more likely that you’re running search and something else shopping. I always think running search is important even for e-commerce sites. If you’ve got the tour and shopping, it becomes more effective like that.
We’re going to start, this is the Google Ads interface. This is what it looks like for anyone who doesn’t have any campaigns or is not running any or hasn’t actually looked. This is one account and it’s got different campaigns as you can see that I’m running in here. Now, if we want to set up a campaign, very simple, we click on our blue button it gives us a few options because I’ve got existing campaigns, I can always load campaign settings from campaigns that are already running, which will save me time. So it’ll load things like location, it’ll load things like bids and stuff like that, which will save you a lot of time. But we want to start from a new campaign and with Google Ads one of the first things you need to ask yourself is what is your goal? What is it you’re trying to achieve through Google Ads?
Is it a product you’re promoting, a service, a category, or even a charity? What is it that you want to achieve in Google Ads? Now having a PPC strategy or Google ad strategy is important. That strategy can include obviously your objectives. You could have it in a document or something documented somewhere. Have your objectives, whatever goals you want to set and then do your research and find out things like the volume of the traffic that you need to get, how many conversions you need to get and so forth. What I’m showing you here is after you’ve really done your keyword research, it’s a good idea to start with your keyword research and then go into this, but you could also start with your objectives in here and then do the keyword research. When you get to the ad groups, there’s an option to do that.
But if you’re going to go with keyword research first we’ve got tools and settings and we’ve got a keyword planner too. Anyone who’s running campaigns will probably have used this at some point. There are many other tools in the industry, but this one is free and you can use it and find out what people are searching for on Google and so forth. It generally shows you for Google traffic, it doesn’t really show you for partners and all this other stuff or even other search engines and stuff, it just shows you Google. So there are some limitations to it but it does help in building your keywords and mapping them out into different end groups. So keyword research is a good thing to start with. When I want to work with clients and I want to show them the potential of click volume, what they’re likely to spend and what conversion rates they’re likely to get in the number of conversions.
So you could do that and that’s great. So in Google ads when we talk objective we are talking what is it you want to achieve? Is it to drive sales to online, by phone or in store or you want to get leads, web traffic, product and brand awareness and so forth. Picking one of these is going to determine the type of features that you get in the campaign. It also determines the campaign types that you get. So for example, if you pick sales, you’re going to get things like search campaigns, you’re going to get stopping and so forth because those drive sales. So picking this is important. So if you are going for product and brand consideration, this is more like awareness and so forth, you are looking more on the video and display and sort of platforms to just raise awareness and so forth.
You could also go without a guidance, a goals, guidance. So you then pick exactly what you want to set in the campaign and use that. So this is probably if, you really know what you want to do and you want to have more control, but if you pick these other ones the system kind of guides you and takes you through it. So for example, let’s start with leads. I think that’s the one I’m going to pick. So when you pick your objective, what you then get is your goals. So you need to set up goals. If you’ve got an account and have goals, they will show up here. As you can see I’ve got conversion goals right here. If I want, I can create new goals.
One mistake many people make and many of us make is we set up Google ads, we run Google ads and we don’t set up proper tracking, we don’t try properly. If you don’t track you’re going to waste money and that’s a fact. You really have to have some tracking. I mean even if you’ve got a good return on ad spend, you should be able to know where your leads, your sales are coming from, which keyword research term, which campaign and so forth. This is the most important thing that you need to have and setting up conversions, it’s not something that we’re going to go through here, but it’s something that’s really key and you need to do. So are you driving sales? So you could set up conversions on in Google Analytics and then import these into Google Ads. So you need to be able to definitely set these up.
Now if you’re starting from scratch, you may not have any of these, so yeah, you can always just keep it, but at some point when you’ve done it all you need to come to tools and settings and go to conversions measurement right here and then set up your goals. It’s a straightforward process. What it does is it just takes you through how to set up those goals and if you’ve got a web developer, they can just add the code for you on this site. Very simple, not difficult or through Google Analytics if you wanted to do that. So that’s something I definitely recommend. So if we click continue, we then get our campaign types because I pick leads. You can see the campaign types that are available to us and if you remember what I mentioned, we want to try and focus on search.
Search advertising is the primary one. Understanding how search works is usually more is the first thing I think everybody should do. And then look at other options like shopping and so forth if they make sense for your business. So we search, we’re basically talking about people searching on Google, even Google partner sites searching and your ads coming up in the top position or in the right or something like that. You’ll see those text ads and they’ll come up either as sponsored or they’ll say ads and I’m sure all of us have searched and we’ve seen that. So search ads are great. One of the important things about search ads is high intent. So targeting people who are actively searching for something is really powerful. I think it’s an amazing way advertise something we’ve never seen before. Search is really powerful in that sense. If you think about the ways of advertising, we’re almost like disrupting people and so forth.
With search, we’re actually targeting people who have interest in what we are promoting. So that’s what we’re going to look at. So I’ll click on search, so if you wanted, you could then add your website here. Not really necessary, but we’ll skip that for now. You can add your phone and so forth and these different details, but you can add them later in your ad extensions and stuff. I’m going to touch on that later on. And then just give your campaign a name. So name if you going to be managing it with other people, give it something that’s memorable, descriptive that will make it easy for you or others to know and understand what’s actually in the campaign without clicking through to just, so if it’s a product, just give it the name of a product and then say whether it’s leads, it’s a search campaign and then give it a name and then yeah, we click continue.
So what I want to do is this is basic campaign setup, but I just want to cover some of the main points like building campaign settings, keyword and ads and some of the ideas that may help you to set up when you are now setting up your campaign. Just thinking about what you need to do. So one of the first things is your bidding strategy. From my experience, a lot of people struggle with bidding. What bid strategies should I use about six or seven. When you come here you only have four because we’re only just starting. So later you can always come back to the campaign and then see the actual big strategies. But what this does, because we pick the leads and we pick search, it gives us the options, the recommended different options. Now the one that’s recommended for this account is conversions because if you remember, I showed you conversion the conversions that are already set up for this account and you can set that if it’s already got historic data.
But when you’re starting a new campaign for a new product and a new service, usually I would go with maximizing clicks. Why you want to do that is because you want to try and get as much click volume for the budget that you have. So the system is going to bid to try and get you as much click volume as possible. Now what you can do as well, if you want, you could put a limit and say well that’s great, but I want to put a one pound limit just to make sure it doesn’t go above that, which is fine, you know, can test it and see what it does. But I usually recommend starting with that. And then with your conversion tracking data, you can then start to see, well this is the number of conversions we’ve had in the last 30 days in the last 60 days and our cost per acquisition was maybe 30 pounds or something.
So you could change. Then later on you could come into settings and say, I want to change it to conversions and set a target cost by acquisition of 30 pounds. So the system will try and get your conversions at about that level or even lower than that. So that’s fine, but when you don’t have a lot of data, this is probably not the best option. The reason why it’s mainly showing me this here is because this account already as data and so forth. So you could do that, but I I’m most almost always start to maximize clicks and I put a GI big limits and try and get as much quick traffic. When you’ve got that traffic, you then can then start to see what search you’re getting what results you are getting from it and what systems you need to block and remove totally from the campaign.
Now is another big strategy I need to show you and this one is impression share. The idea behind this is over time Google ads has become more competitive in my industry. For example, we pay seven pound a click and if you are in finance and all these other industries, 12 pound a click is common. I manage campaigns for US-based companies and hundred pound, hundred dollars a click is common over there as well. So it’s really got a more competitive, so position is really important. So sometimes really coming up at the top is important. So if you are struggling to really achieve those top position, position one, two and three and so forth, you could change it to an impression shared bid strategy and say for example, I want to come up in the absolute top of results page and I want to come up a hundred percent of the time for example, but I want to put a date cap of five pounds or something like that, but you can change it to anything you want.
You could also change it to 70%. I’ve just put hundred percent. If you really want to be aggressive, this really makes a difference and you will start to see your ads coming up really at the top. This is important for advertisers that really have to be somewhere up there in very competitive industry, but always test your bid limits because if you don’t say the bid limits and somebody else is doing that as well, it could really get expensive. So yeah, I do recommend putting some kind of cap or something, but the beauty of it is you can adjust this if you find it’s not working as you want. So you could always be careful on that. I probably wouldn’t do this when I’m setting up a new campaign, but later when I’ve got data, when I’m looking at my reports and I can see who my competitors are, not just competitors as the ones in the industry, but the ones that actually coming up alongside your ads and so forth.
So sometimes you may say Amazon is not your direct competitor, but if they’re appearing for the same keywords and systems, then they are because it’s also driving up your traffic even if they’re promoting something different and Amazon, eBay, they do that and so forth. So you could always change that or if you want you could just say I just want to be somewhere. Okay, absolute talk puts you exactly in position one and then top of results page puts you somewhere around one and four, one and three somewhere there. Yeah, so it does make difference. Then you can put what target you want to reach and your maximum CPC bid limit. So just some things to be aware of. We’re going to share this video at the end if you want to go over and if you want to ask any questions, you could always email me and stuff and I’ll be happy to take you through it in.
So we’re going to actually look at management. Setting up a campaign is important and it has to be set up properly with the right ad groups and everything, but the management is where the work a lot of the work is because there’s a lot of competition. You need to look at your search terms, your conversion metrics, your events and Google analytic and stuff. So we’ll cover some of those things in subsequent webinars. So as I mentioned, try and start with clicks and then set a limit and then see what it does, but test different things. One other thing that you get in Google ads is experiments. We want to have time to cover that, but if you want you could set up one campaign and then set up an experiment to test a different bid strategy and see how they perform. I always surprises me the results that I always get, I always just look and I realize, wow yeah, this big strategy is doing better than what I actually thought.
So running experiments is important and that’s key, very simple to set up and there’s a tool in Google ads, I can do that for you. So we’ve set that, then we click next and then we come to networks. Google is a large platform as you saw. There’s different ways to advertise. In fact I’ll give you some stats. We’ve got the Google search engine, which is obviously by far the largest in the world, followed by Bing and so forth under Google. Google has got search partners, so it’s got over 100 other search engines which come under search partners. And these are big search engines like CNN and so forth. They also provide design for Google and you can advertise on those if you want. You can leave it on and see how they perform for you or you could just remove them. You obviously can’t remove Google itself, it has to be part of that.
But if you want to expand your reach as it says here, you can target search partners and target that. Now for me I would say leave this one on because you won’t know until you test. And then this goes back to what I was saying earlier what I wanted to actually mention earlier, when you’re doing two word research and all your different research and your competitor research, the best research you’re going to get in the results and the knowledge get is from testing things, testing keywords and so forth. Doing your keyword research and stuff is not going to tell you as much as testing things. So in this case I would say leave the search partners on. Then when you are looking at your segment reports, they’re segment reports in the Google interface so you can see how your search partner is performing. The only disadvantage with this is Google doesn’t split search into the different ones.
So you won’t know which ones are performing well. It just groups them as one search partners and you can’t eliminate some of them as you can with display campaigns and so forth. So that’s the search network and then there’s the display network. Now this one is display advertising, mostly raising brand awareness and for me, I don’t know why Google still includes it here because this is a very different way of advertising in Google ads we display, we are not targeting people who are searching, so we’re targeting people who are browsing other websites and then hopefully if they like what they see, whatever image ads we have in text ads, they’ll click through and come to our site. So it’s a different model if you want to advertise on the display network, my is set up a separate campaign and then test that and have more control over it because this doesn’t give you much control.
So if you set up a separate display campaign, you’ll be able to see which actual placements, which devices they’re coming up on and things like that. And you can remove specific sites, low quality ones. The display network has got over 3 million sites. I don’t know if you’ve, maybe some of you have heard of Ad Sense sites which have joined up with are part of the Google display network. So they display right results for Google and it’s sort of like a revenue share. So when people click on those ads, those sites and something out of it and Google also earns should be about 50% each or something. So something like that when you start, I would recommend turning this off. Have I seen it working? Yes I have but not always. So I would say just turn this off And the thing about it is yeah, of course it doesn’t share the traffic budget with that it only displays on the displaying networks if you still have budget left over from the search network.
So yeah, if you wanted you could test it but I just generally remove it and run it separately. Okay, so that’s the display network. Then we come to locations. I’m just going to quickly go through some of these and just pick up some key points. Location targeting is something that people also struggle with. First thing I would say is some of us do target multiple countries and territories and so forth but for most advertisers, so if you are targeting, maybe you’ve got seven countries you skip to or you target, it’s usually a good idea to have separate campaigns for countries because that’s a very big setting to just group it into one. Try and have separate ones like that and then run them and testament, see which ones are performing because if you’ve got different countries you can write specific messages for them. Cause if you set multiple countries in one location it means everybody sees the same messages and stuff and sometimes you need to tailor messages to particular locations.
So where in the UK some of you may not be in the UK, but whatever account you have, the default country will be the United Kingdom. So we could set that in Google ads. Some of you may know you can target country, city, town, postcode, county regions and radius targeting. So I’ll show you some of the more advanced targeting options. So if we click on enter another location, we could go advance. So advanced generally has two main sections. If you’ve got many locations you want to target and you want to add them in bulk, you could add them one line after another. So you could just come and copy paste them here and then they’ll come up. So for example, we say London, Paris or whatever, we can then just search and then it gives us the countries there and then you can target all of them or you can target one, exclude another.
So say if I wanted to target that, I could then exclude that and then it shows me on the map the areas of targeting. Yeah, it’s quite a long show us in one, but that’s some of the things that you will do and it’ll show you the reach. Another advanced feature is radius targeting. So if you are probably targeting a local audience or people around a certain radius, you could set it here and set a postcode for example, and you could say something like that and then go search and then it shows you the map. One of the challenges of radius targeting is because of IP addresses and how they’re allocated. What I tend to find with some clients I work with is that you will get a few calls outside of the location you’re targeting because of how IP is assigned IP addresses. So this one is really powerful, especially for local service businesses, but it’s, yeah, just be careful with it because it can really get annoying sometimes it’s possible to get 5% of your calls and inquiries may come from outside the location.
So just something to be aware of, which is not usually an issue if you are targeting a specific town London or whatever, or Los Angeles or whatever that tends to be less of a problem. So that’s just something to be aware of. Those are the advanced features. As I mentioned, a lot of this is testing, so it’s just understanding what they do, but you should test them and change it after some time if you want on the same campaign, but give it some time to run and test and see how we perform. Something I would mention is location options. These are very important. The default, which is what Google wants and recommends, is usually target people in regularly in or who shown interest in your targeted locations. The challenge with this is that if you’re targeting the UK only, and this if someone is abroad in some other country and they search for a UK company and yours is definitely going to come up, you may want it or you may not want it.
So these are people who show an interest in your targeted location. So sometimes you may not actually want to target those people, so you will get clicks from and it’ll spend your budget and waste their budget. So the other option which I usually recommend is only target people who are in or regularly in your targeted locations. And then if you want to target people in other locations, as I mentioned, set up a different campaign and do that. But ideally you should target people who are in your locations in one campaign and then go like that. Another thing as I mentioned is you can exclude certain locations, so you could exclude Milton Kings for example, and then target other locations that you want to target and so forth. So for example, if you’re targeting the UK or you don’t want to target whales for example, you could exclude whales like that. So very easy to do and something to think about and then coming to languages shall raise hands. Can you, okay, go ahead Charlotte. Yeah, you’ve got a question.
Can you hear me?
I can, yes, go ahead.
Hi. Hi, sorry to interrupt you. I’ve just got a question about location, so I thought it’d be good a good time just to ask we run an online clinic so we can offer appointments to everyone in the UK. So yeah, we just want to know how we would decide on location given that do we need to, should we choose a location or because at the moment we do and our budget, obviously we’ll be eaten up quite quickly, so we were wondering if we should maybe target more London because if it’s more of an affluent area, maybe people could afford the services that we offer or should that not make a difference, what would you advise?
I would advise just target, if your budget is more, I think we’re going to come to budget, which is something that’s important. If you’re starting with a small budget, try and make it as specific as possible for a new campaign here we’re talking new campaign, try and keep it focused on specific location as long as there’s enough volume in the locations that you want to target. But budget is a very important factor because if you start branching out into other areas and the budget is low yeah, you’re not going to get the results you need and it may frustrate you and stuff like that, you know what I mean? Yeah, okay, thank you. Yeah, thank you. No problem. I’ll come to budget quickly. What’s our time? I think we’re left. Thank you for that question. Yeah, so that’s something to be aware of. Budget is clear and we’ll come to you.
Shorten languages generally one language per campaign is good. I know some people said one language is a browser, but they search with a different language and stuff like that. But whatever language is set here, your answer should be in that language. So don’t set multiple languages and then have ads in just one language. People do speak multiple, but you’ll end up getting clicks and if you get clicks from people who can’t get it or understand and so forth, it’s going to cost you money and not going to be great results. Okay. What come to now is I’m just audiences when we are running search campaigns, especially when we are starting, we want to, you can set an audience and say you want to target people off a certain demographic, so maybe 18 to 45 year old or something like that that’s okay, but the primary way of targeting with search campaigns is keywords.
So as long as someone is searching for something and it’s relevant, don’t narrow it down too much, especially when you are starting, unless you are a hundred percent sure that you want to go for a specific demographic, but in most cases just let it run and then in your reports you can then start to stay which demographics are doing great, male, female. And the other problem is you sometimes find these an unknown demographic and so on because Google doesn’t have all the data that’s based on people who are locked in. So don’t narrow it down too much. Especially now we are talking of a new campaign, we’re not talking management and all these other things. So just we are targeting people who are searching a specific way and we want them to convert regardless of whatever demographics, the demographics will come later. Just something I want to highlight before we move on to keywords and ads.
Yeah, there’s ad schedule. This feature helps you set your ads to run on specific days and hours. The reason why I want us to come to this one with more settings, most of the time you just leave the default, but this one allows you to really think about who you want to target. Many businesses operate nine to five for whatever hours and they’re off and so forth. So you could always come in and say Monday to Friday whatever 9:00 AM or 8:00 AM or whatever to five is what we want to set. And that’s fine because you want to target people within those time frames let’s say 6:00 PM But what we tend to find is that regardless of the industry, even business to business, if you target people at all times on all days and so forth, a lot of people are searching outside of these hours and sometimes they tend to be the decision makers, they tend to be the people that are going to decide whether to go with your business or service or buy or whatever and so forth.
So my recommendation is when starting Google ads target people at all times regardless of the industry, and then you can then go into your reports and see which are your best days, which are your best hours. And trust me, you’re going to be surprised when you see some of the stuff when you look at the conversions. One other thing I would say as well is a lot of conversions don’t happen on the first click. So somebody will search now, click and read your site and everything else and then leave. They may come back in a few hours or in a few days, but many times they’re going to search again and they’re going to look for your ad maybe at a different time and they’ll be hoping to see it there and then they will click and then they convert you. I mean Google has trained the analytic platform so we could see the channel multichannel reports, but those actually we’re really showing that a lot of people do shop around regardless of the industry.
So it’s quite important to be there when they’re searching and for them when they come back, then you can convert, you can also set up remarketing and all these other advanced tools, but being there is really important. Remember the primary way we are targeting the search campaign is people who are searching these high intent. So even if someone is searching at midnight they can still send you an email, they can purchase, they can do something. So just target them, don’t narrow it down too much. So this one what thinking about, but again, if your budget is small you can run it at specific times and so forth. But generally I would say set it on old days and all hours. So now we come to keywords and ads, how do we come up with our keywords and ads? I mentioned keyword research, which is something very important and something that we should do.
Some of the things I would say is when you are setting up campaigns in Google ads is and this is recommended by Google, don’t put more than try and put between five and 15 keywords in an ad group if you have too many keywords. It then affects things like quality score and so forth. So try and limit it to five, to 10 to 15 keywords. That way you are able to have your keywords in the ad and stuff. So that’s really important. But that also allows you to have multiple ad groups and then they can be tightly themed. So there will be themed around something specific for that product and stuff. And then your quality scores are good. Number of ad groups for each campaign. I’ll recommend having no more than 15 ad groups. If you’ve got a lot too many ad groups, it becomes harder to manage.
So maybe you need a different campaign and something like that. So that’s something to be aware of. So picking keywords, I mentioned that you could do the keyword research tool. This is also a keyword research tool. So if you wanted, you could plug in your website and it’ll come up with some keyword suggestions. So for example, if I was to search and get keyword suggestions, I could search right there. Obviously the advantage of doing it before is the fact that you can map out your ad group. So you could say I’ve got ad group 1, 2, 3 and so forth and these are the keywords that I want to do, but if you wanted to get started quickly, this is one way you could do it. And then just find different keywords here, remove the ones you don’t want and you could take them from here and then put them in Excel and then split them when you set up the campaign.
You don’t have to activate it at one go because yeah, you could review it later and see before you actually click the enable button. But when we are looking at keywords, there are some recent changes, especially if you’ve been running ads for some time, you will know that Google changed the match types recently and there’s a bit of a challenge. What we had before was we had broad match phrase match, exact match and modified broad match. So Google got rid of modified broad match keywords and now we only have broad match phrase match and exact match. I’ll explain this in a minute, but the honest truth is exact match no longer really is exact match. Unfortunately it’s not what it was before. And phrase match is not as wrong. Things really have changed. So what are these exact matches? Basically if you look I don’t know if you can see my screen, it’s got brackets around it.
So what you’re telling the system, so if I was to say I put that keyword with brackets around it like that, what I want the system to do in this case is only target searches which have only target searches, which are exactly with this, which narrows it down a lot. The problem with that is Google has changed exact match. So sometimes you will find that if the system thinks of particular search is relevant for this keyword, it’s going to show it even if it’s not exactly in this format. So sometimes it will show without words around it or in the middle and so forth, but some of these words will definitely be in there. So exact match from my experience has changed but it’s still worth having when you’re starting by your campaign. Then we’ve got phrase match. So phrase match is with the patient marks around it, something like that.
So basically this tells the system only target searches which have these words, but it can have other words before and after. And as I mentioned, this is changed also slightly phrase match is not exactly phrase match anymore. Sometimes it brings up words in between. It also targets synonyms and so forth. So that’s just something to be aware. But as I mentioned, you need to test it when you’re starting a campaign I generally advise you to start with exact match and phrase match keywords. Don’t start with broad match roadmap match doesn’t have any syntex. And the problem with that is it drives a lot of traffic and before you’ve even built your negative keywords you’re going to find yourself when you look at your reports, you’re going to find you spend a lot of money on searches that are not relevant. So you need to build a good negative keyword list first. And then yeah, if you want to expand and get more searches and stuff, you can then add some broad match keywords and see how it performs for you. This is all testing as I mentioned this, you really have to test it and see what actual searches you get. But when you’re starting, try and start with exact match and phrase match and have between five and 15 keywords.
Okay. Danny, you want to say something? Let me see. I’ll just unmute you. I think it’s better if we do it that way, right? Okay, go ahead. Yeah,
I mean higher. So you said to have between five and 15 key words. Would you say separate them saying having maybe five as an exact match and then 10 as a phrase match? Or how would you kind of separate those?
Yeah, you can do that but try and keep your ad groups up to normal than 15. I mean separating them based on mass types is okay. The only thing though is something I need to mention. Keywords and search terms are different things. So keyword is what you put into Google ads, but a search term is what people are searching with and sometimes they’re very different. So the mass types controls the type of searches you get what I mean. So splitting them too much is not really, it helps a bit sometimes with quality scores, especially if they’re many keywords. But it’s okay to put phrase match and exact match in the same hand group. I find it. Okay as long as the keywords are very similar to each other, they shouldn’t be very different, they should be tightly thinned, you know what I mean? But I do find some people do put phrase match keywords in one group, exact match. I’ve never seen any real benefit to that. What we want to know exactly is what search terms are we going to get for the keywords that we have and the search terms report is going to show us that when we’ve run our campaigns and we getting traffic and so forth. I hope that makes sense.
Yeah, thank you.
Okay. Okay, perfect. Thank you. Right, so that’s that. And then yeah, so different ways of doing it but don’t have too many ad groups, don’t have too many keywords because it affects your quality scores. And quality scores is something that’s quite important because it shows you how your ads and keywords are performing and so forth. So now we come to our ads we’re going to be finished shortly. Writing ads ads are very important because that’s possibly one of the only things that people see about your account. So it’s the first thing that they see when they search and so forth. Yes, you can add things like ad extensions which are important cause they enhance everything, but the ad itself should really be strong and effective and your final URL should be highly targeted to whatever people are searching for. If you’ve got a specific product page, try and send people to that rather than sending them to a category page.
And it’s almost always the case that you should not promote your homepage unless you are for specific industry and so forth. Unless you’re promoting your brand terms and stuff, always try and send people to the specific page. You don’t want people going around looking for stuff getting lost cause you’re going to click away. You’re going to have high bounce rates and you’re going to be charged and you have lower conversion rates. So always send people to the exact final URL and when you add your url, whatever it is here slash dash and so forth, it then comes up in the display path. And then one of the things you can do, cause what we want to do as well, one of the metrics you need to be tracking besides your conversions and so forth, you need to be tracking clickthrough rates. So how many people actually click our ads of people who’ve seen them?
So we want to, high clickthrough rates is always a good thing. I always find it’s very important but it’s not the most important cause you’ve got conversions and so forth, but it really tells you how well it reach in your ads. For most industries I would say let’s try and achieve more than 5%. Anything below 2% is a bit low, but if you hitching 5% and above, I think you’re doing well. 10% is possible 15% not very common, but it happens especially with brand terms and so forth. But yeah, so try and think about that when you’re writing your ads and one of the things you can do is try and include your keywords in the display U url. It’s not saying that that’s where people are going to go to, but it’s like putting your keywords so that the display you URL really looks relevant and that really helps with clickthrough rates and even conversions.
When you’ve got a good clickthrough rate, you generally have a good conversion in most cases. So that’s important. So these are the parts which are 15 characters, 15 characters, so you can put your keyword words in there and so forth. These are extensions, I’ll come to that briefly in a moment. One of the benefits that has happened, 2022, Google got read of expanded text ads, expanded text ads had three headlines, two descriptions. These are responsive search ads and they’ve got 15 headlines and four descriptions. Now it’s not saying that your ad is going to come up with 15 headlines or four descriptions, but the big changes that Google has done is before we would create the ad and whatever we put in expanded text ads or standard text ads is what people would see. Now with responsive search ads, the is actually created at auction time.
So the actual ad itself is created at auction time. So the system quickly because it’s much faster than you and I, it finds the right ads of what you’ve added and puts together the best combinations to bring good click rates and conversions. What I found before we got respond before expanded text adss would removed responsive search ads were generally performing much higher, better than the other formats because the system really creates the end based on the searches. So based on that, try and use, you can add up to 15, try and use all these. So you’ve got 30 characters, not a lot of space, so you have to be a bit creative, but try and use as much of these as possible. Include your benefits, your features, stuff that’s really relevant for what people are actually looking for. Don’t just include them for just the sake of it, but benefits that people are interested in, the minimum is three.
So required, required, required. But always try and add as many as possible. And as you’re doing that you will see this ticking off ed headlines, popular keywords. And I would say in headline one, always try and put your main keyword whatever it is in that ad group and then if you can try and pin it to position one because when people actually see the keyword that they’ve searched to it in the ad, they’re more likely to click and that improves your clickthrough rates and your conversions. So some of the things to think about always include a call to action. What is it that you want people to do and do you want them to buy something if they click on that ad, the page that they land on when I talk about landing pages should be the exact, they shouldn’t look for the product, they should be able to buy it from the or whatever action it is.
If it’s a white paper download, they should find it on that page and be able to download. But having a call to action is very important. Don’t just talk about things like how long you’ve been in business and all these kind of things. Talk about what people are looking for. So good copywriting skills are important and yeah, that’s really key. Same with your description, you’ve got 90 characters, but with this one you’ve got four. So good descriptions are important. Only one usually will show up for most ads. So the system will rotate based on what it thinks people are likely to be interested in and then click through. Good descriptions are important that really talk to people, talk about what they’re looking for more than just your business and so forth. So that’s really key. And then I’ll show you right here, some of the things we need to do is things like adding, if you’ve got a phone number that you want people to click through to is add your call extensions so people can click through from the ad and it just goes through quickly.
So you can do that and then apply and then yeah, it just makes it easier for people to connect. You can also add a lead form. When you set up your campaign and you go through assets, you can just go through each of these extensions and then see which ones are relevant. Some of us don’t, are not collecting leads, so maybe this one is not important so you leave it out. But what you can do is add other extensions like cyclings these extensions just enhance your ads and they make them more relevant and you’re likely to get more clicks. So things like get in touch, testimonials, anything that will lead them to other pages that may be relevant for them. So sometimes when people come back, it’s not necessarily that they want to just look at that page. If they search again, maybe now they want to get a testimonial page.
So show them in the end and you can test them. The reports will actually show you which ones are performing, which ones are not performing and so forth. And you can do that. And then finally time is almost gone, but I just want to talk about budget because money is the thing that really makes this work or not work and many times many of us struggle with what budgets should be spent and when should we increase budget. What I would say is I’ll give you an example. I work with wide range of businesses and I do work with some large companies, some who are even starting from scratch and even some of these large advertisers always start with the small budget. No one very few companies start with 10 pound 10,000 pounds unless they’ve done it sometime in the past and they’ve had experience with it. Almost everybody starts with 300, 500 pounds, 600 and that’s okay. I mean some really large companies start with that because they want test it and see what works. They want to test and see where the results are going to come from and so forth.
However, if you set your budget too low, especially if it’s the average cost per click is high. For example, if you are in the mortgage industry, click cost per click is like 15, 16 pounds. So if you set 500 pounds, it’s going to take you a bit longer than most of the industries to see what results you’re getting and it’s fine, but just be aware that it could take you some months before you see. So a larger budget helps in the sense that it helps you quickly to see which is working and which is not. And then it helps you to see researchers and so forth and you can block them and quickly achieve your objectives and goals and things like that. But don’t make it too large because that really frustrates people because what happens with global ads is especially with the changes that they’ve made with the mass types and the keywords, they’re driving a lot of searches which are not relevant.
And sometimes, and this is unfortunate, sometimes you will find you leave your ads to run for a few days and you get there and you find 70% of the traffic is not relevant. Maybe people have been using the word free and you don’t offer something free, but because you didn’t add it as a negative keyword, it driving your traffic. I mean, when you’re starting with Google Ads, it’s impossible to have all the negative keywords to block any searches. You’ll build that over time. So you just need to have a reasonable budget that will help you set it. So budget, basically, how do you calculate it? So for example, if you want to run your ads say you want 600 pounds or something like that and you want to run them 30 days, so it’s 20 pounds a day. So it’s set at a 20 pound limit.
However, if you want, you could set a third budget if you’ve got multiple campaigns, that’s something later when you’ve got that just gives you more control if you’ve got like six or so campaigns. So budget is set on a daily budget level and so forth. So you just take your maximum amount, you want to spend the first month, just divide it by the number of days your ads are going to run and then you just set it there. So what’s the best budget to start with? On average? I tend to find a lot of even advertisers who’ve been running for a while, but they want to test something, 500 pounds tends to be the average. So that’s I think, okay to start with. And then don’t make that mistake of just running it. At some point you need to increase, especially if your return on investment is good, your return on and spend is good, just keep increasing it because when you increase it, what happens is your ads start appearing for some searches that may not have been appearing for earlier because they tend to be very good searches and your ads were just running out before, you know, got sufficient numbers of them.
So you do tend to find that when you increase your budget, sometimes your conversion rates go up and it just worked brilliantly. So that’s something to really think about. You could send me a message if for any specific industry and I’ll give you some ideas on what budget is said and so forth. So yeah, budget is really important.
If you set the right budget, sometimes even if you’re not getting the best searches, as long as your return is good sometimes you tend to find your budget really helps and so forth. But everything should be set up correctly and the budget itself. And then once you’ve set all of that and you’re happy with it, you can then just review. I obviously didn’t add a lot of things, but when you are reviewing it it will tell you if there are any issues to the campaign, select a location, I don’t think I did that, add more keywords and so forth. So it just gives you some insights into what to do. It will tell you what budget you sent, add keywords and so forth. Yeah. Then once you are happy with that, you can publish it. I wouldn’t be able to publish it now because I didn’t finish everything.
But as I mentioned, a lot of this is, yeah, you’re going to have to test it and see what returns you’re getting and then start tweaking the campaigns and optimizing them that way and you’ll see amazing results. Most of the work really comes down to management. Setting it up correctly is important, but most of the time it’s going to be managing, managing, managing, and that’s where the bulk of the work is. So that brings us to an end. Thank you all for listening. Is there anyone with a question, comment, or any thoughts around this can always reach out to me if you like and so forth. But I thank you all for joining. Anyone with a question? Any more questions? No, we don’t have any questions. Thank you everyone. Thank you for joining. Check out. We’ve got more how can I say? We’ve got more webinars coming up where I’m going to be talking about management and so forth. That’s really important there. We’re really go into it and we are able to see what we need to do to really improve our campaigns. Setting it up is important, but the management is really key. Thank you everyone. Thank you for joining. That ends our webinar right there. Thank you.