Google Adwords Tutorials for Beginners - Important Settings Video Lecture | Google Adwords: From Beginners Guide to Profitable Ads - Marketing

Google AdWords trade secrets video
session part 2 hello and welcome in this
video session I'm going to dive in and
show you what's really important for
your AdWords campaigns because the
default settings never work in your
favor or my favor it works for viewable
space the recommended settings I mean as
you can see if you're a small business
owner like me then you know how we can
pause and start our campaigns right so
the account that we're looking at right
there this is my account but if I don't
have the time to dive in there every
week and spend at least 30 minutes to an
hour then so smart for me to just keep
advertising because with Google AdWords
option system many things are dynamic
and changes quickly that's why you need
to give that due respect to your Google
accounts so that you can analyze the
performance of your ads unlike
advertising in newspapers or other media
AdWords difference in every sense of the
word but it's very powerful to reach
anyone that you require to grow your
business okay so the reason I say that
is because I've actually reenable ads
that I have been pausing for a while
because I just didn't have the time to
go in there analyze it so that's what I
do when I advertise for my services now
okay I label them I'm going to show you
some of the settings that's why I
actually enable these okay I'll open up
one more window this is another AdWords
account that I use for my clients
AdWords optimization and this my client
sent okay now it's blurred today
for privacy reasons I'll show you this
because the insights that I will share
with you when you use it you will see
for ourselves that you will reduce your
costs and get better results at the same
time because I am a fully qualified and
certified AdWords professional as well
as Google Analytics as well so now that
you are sure let's close the this and
let's learn what we need to Google
Webmaster Tools is absolutely critical
to have but if you have it then you can
press on this gear icon and linked
accounts we can link Google Webmaster
Tools if you operate a YouTube channel
GaN the channel settings press on
advanced and you can link AdWords to
your YouTube channel if you've got
Google Analytics you can go on the admin
press on product linking and press on
AdWords linking as well so what you want
if you are operating other platforms of
YouTube and analytics and Webmaster
Tools you want all of them to
communicate with Adwords so integrate
them okay now while we're here let's go
in and take a look at simple campaign
let's press on this campaign as I'm
showing you in the previous video
session keywords intend the landing page
is absolutely important let's imagine I
created this landing page you know I
wanna advertise this page for certain
keywords in this category now I'd like
to actually teach you or simplify match
types because the recommended and then
default broad match type you should
never use broad match stock it's just
too broad and you know you shouldn't be
advertising a single keyword and you
should never
using blood match I know it's match
types if you looked into it before it
can get bit confusing right so let me
try and simplify what they mean let's
look at this simple example
it's got brackets around the keywords so
when you see that brackets that is
called exact match time you can press on
keywords the ones you selected you can
grab all of them go to edit go to change
match types as you can see here and if
you have them broad match we can quickly
change them to either be exact website
or phrase match time okay so you can
preview changes and all that stuff but
nonetheless next types are absolutely
bored so in this example we're seeing
that brackets around the keywords so
yeah sometimes the search volume or the
clicks that you may get may be less but
nonetheless exact match type gives you
that precise control over your ads
according to the keywords okay now then
we have phrase match so when you think
of exact match just think of it as
exactly as you're targeting that's a
simple way when you see double quotes
around key words which I think I have
put here for you to show in this video
colors double quotes basically means
okay Google you know what I want to
target those keywords as phrase match
time that means if it's within a phrase
let me tie them in the order that is
within the double quotes but if someone
searches for keywords after my phrase
match combinations show my phrase match
because phrase match will sell for that
if someone places a keyword before our
phrase match type then Google will shop
your phrase match it gives you bit more
flexibility over your keyword
targeting again but nonetheless it is
absolutely important yeah then the
confusion becomes is to modify broad
match modified broad match is like this
let's say let's say there is no brackets
or quotes so that means this example is
just broad match right so because Google
rankings work on single keywords then
when you start thinking of synonyms
variations plural and all that
everything changes the intent changes
but then Google says you know what we
can place that plus sign and modify your
broad match to become modified broad
match so when we say when we modify the
keyword with putting that plus sign in
front of it just before the keyword then
you're telling Google you know what okay
I still want to take advantage of that
broad match but I want to make sure the
keywords that has the plus sign in front
has to be mentioned you use broad match
modified to control synonyms then you
have something called negative keyword
which can be of use depending on what
you are at the poison okay okay I know
this is rather silly example but free
SEO services so I'm saying you know what
if someone searches for free SEO
services I want to make sure that
keyword that has that minus in front of
it I don't want any traffic coming to my
website if they have that free in that
search but you see what if you're
offering free delivery make sure so then
as you can see
that's how these become important the
three the three delivery flowers or
whatever right so as you can see
negative or modified broad match is
useful depending on what it is that
you're advertising the keywords you're
targeting okay if you're beginning with
AdWords don't select modify board match
don't select broad match select exactly
or phrase match begin with that knowing
that you target 1015 up to 20 keywords
and group them per your landing pages
okay so now we've got that important
part out of the way let's go back to all
campaigns as you can see most of these
are pause now we have let's go to ads
yeah as I've said to you in the previous
video session that search intent is
critical and you can experiment many
things in in 2016
mobile-friendly website is absolutely
critical to have now when you're
selecting these and editing them let's
go to edit so that I can show you you
have this check mark here right now you
can adjust bids as I will show you in a
second depending on the mobile
friendliness of your website but
remember this mobile-friendly website
does not mean that your website renders
well on mobile devices what it means is
that when someone uses mobile devices
clicks on your ad lens on your website
then the user experience you provide on
that mobile device it's called
mobile-friendly so make sure you really
cater for that in 2006
and beyond because the whole internet
and the usage of it is moving towards
mobile device use it and Google is
rewarding everyone especially AdWords
customers to take full advantage of that
as well now let's go back to Aaron and
thick so I'm going to go back and forth
so that I can show you as much as
possible in this video course ok let's
go back to reporting here you have
audiences tab you can go on the
technology or mobile and look at
overview look at the devices and if your
target audience is using mobile a lot
then it's on in your best interest to go
out to your settings so you can increase
or decrease bits
according to device you're targeting
again is it according to the device your
ideal audience is using so keep that in
mind in settings you can easily increase
decrease according to percentage okay
common sense perhaps you knew all this
already let's go back let's go to air
ads yes you can obviously take advantage
of the text include some keywords in
there yes because it's very limited you
really need to work at that price and
then testing what works is smart you
need to have three four different ad
groups of the you can test which one
work better than the other right test
them it's very smart to do that so let's
go and look at our settings again
because these settings are important we
need to go through our campaigns let's
select this campaign and when are we yes
let's go to all settings here let's take
a look at search Network only now you
want to target people when they're
searching Google search then you select
search Network
or Conley but once you do that the
default settings always work against
your favor and you just got to make sure
that you have this include search
partners uncheck so don't have a check
because there when you select this
option search Network only all features
giving you more options networks you
select Google search we will search
Network you uncheck this ok it's very
important that we understand what's
going on with Display Network or search
partners when people are searching
Google they are in a different mode
whether it's learning mode research mode
comparison mode price checking mode
buying mode right so then once you work
out that search intent it's always smart
invest it'll be more dollars when they
are in buying mode depending on the
products and services that you have
research mode if you've got the content
go for that and that's all determined
through the search intent research which
is your keyword research guide now
that's why if you want to utilize search
partners like YouTube Google Maps or you
want to tap into the Display Network
which also includes Adsense partners
then the only way you want to take
advantage of that is you create a
separate campaign precisely targeting
that instead of Google search so don't
never mix together don't mix them
together if you're utilizing Display
Network to reach a wider audience
realize they are always in different
mode yeah I advertise with Google
Adsense on my certain sites right now I
know when someone comes to my website
they're looking for SEO info or hat or
something
so now I'm someone advertise their image
ad or text ad or my
one the person who's visiting me
they might click that add but they are
in a different mode so you need to then
understand the difference between search
Network search partners which is
powerful still like YouTube and so on
also display that one and if you want to
reach any people visiting any of these
sites always separate them and create
campaigns accordingly because everything
changes with your ad where you present
your offers services and so on okay
another great thing is locations if
you're running a small business advanced
search you can narrow down into target
righties 50 miles let's I Melbourne
Australia let's take a look yes
Melbourne Victoria Australia what if I'm
servicing east side of Melbourne and yet
I don't want Google to show my ad to the
west side of Melbourne then as you can
see right is targeting is only small so
you have the Roxanne right you can drill
down to you know let's present right
it's targeting let's press on this we
can say you know what 20-mile radius of
Melbourne CBD show my ad day but most
people use this you probably know this
but that's half the story here we've got
location groups you may say you know
what my products and services should be
shown or places of interest place that
within let's say places of interest
within Melbourne and then select type
airports commercial areas central
commercial areas or even universities
okay so you have that option but as I've
said if you want to exclude certain
areas
we can exclude certain areas as well
let's press on that I'll show you this
because moving back and forth let's say
let's say what are we saying
okay let's say Carlton Victoria let's
say exclude so now I'm saying you know
what someone in character exclude that
as an exclude my ads for those people
but as I've said that's half the story
right you also have these headings the
recommended one is saying you know what
people in searching for or who show
interest in my target location that's
recommended how is that smart for your
local business someone showing interest
in the city of Melbourne is not going to
be good for your local business instead
always utilize the different methods
here because yes these options may be of
use but people in my target location is
you know what if I'm targeting
Australia's are all country that I want
people in Australia to see my ad not
people you showing interest in the
country Australia and they located in
the UK make sense so learn that option
select that option accordingly and you
do that through location options which
you then need to enable the old features
okay so budget that will depend on the
amount you're willing to pay remember
with performing keywords that is
bringing results for you you want to
increase your bids accordingly but with
AdWords you actually you know you can be
reasonably well and AdWords will
calculate that depending on the person
you're competing against so you never
pay more than the person below you
regardless of you know their bid amounts
of speaking
to scroll the scroll is taken into
equation attack so be flexible with your
beats tragedy can be changed up there
you can change the strategy maximize
clicks and so on at the start it's not
to leave maximize clicks later on you
can go into depth and you know let
adwords work a lot of things there
depending on the conversions that you're
likely to get all certain keywords
experiments something may be of interest
perhaps later on that's like a be
testing for your ads you can name it you
can say okay you know what ninety
percent I want to control a 10 percent
experiment with the Google AdWords
that's what that is all about something
new no problems IP exclusion can be very
tricky you can perhaps leave that aside
dynamic search ads may be of use if
you've got a large site no problems
campaign tracking is advanced I'm not
even gonna touch that because I've got
many things to show you still so let's
go back to campaigns we know about the
keywords let's take a look at analytics
admin tracking info go to data
collection make sure you read through
the Terms & Conditions because you need
to modify your privacy policy to enable
remarketing you can enable remarketing
through analytics and these Advanced
Options whereby you then will have
access to those remarketing lists and
you do that through shared library we
can create remarketing lists accordingly
website visitors custom eval emails
you've got YouTube channel YouTube users
how great is that now if you're saying
you know what I can understand all this
you press yeah let's imagine you never
created remarketing this fly so then you
can create one right when you create one
it's going to say ok people who visited
what page it gives you examples here
right
membership duration can be changed
according to different days but you
basically have to change your privacy
policy informing your visitors that you
are using intraspace advertising Google
AdWords is very strict with this they
will actually check your privacy policy
and if you don you know adhere to their
policies then things very negative may
happen with your AdWords they may even
pause it or even cancel okay so when you
start using certain features and it says
you have to agree to certain policies
then it just has to be agreed upon by
reading through and understanding what
you and I are agreeing upon okay so
nonetheless you can name your
remarketing name here visitors who did
not visit there is many rules but it's
very important that you take advantage
of this it's very powerful as I've said
to you remarketing is enabled for
certain different ad types as in we've
searched you know if we're targeting
search Google search then how we how we
going to utilize remarketing insult so
you need to then start you know
utilizing the app search partners
Adsense sites you know when you visit
certain sites it's unrelated but Google
shows you ads that is related to some
websites that you visit it is
that's what remarketing is it's very
powerful it just has to be use now as
I'm showing you let's go back to shared
library let's go to audiences let's grab
this tag here because a lot of website
owners get this very confused and I'll
well now what remarketing tag if you're
utilizing AdWords remarketing instead of
Google Analytics simply log into your
file manager
your web-hosting and locate the portion
of HTML code that is having that body
portion if you using wordpress I've just
quickly browsed into WordPress content
folder themes folder this is my thing
that I am using your shoulder will be
different you can usually headed off PHP
file will have the start of body tag so
then for that remarketing thing to work
all you need to know type is the body
tag and if you place it anywhere
underneath there that's your remarketing
tag inserted already now as you can see
and that script will basically work on
all your pages they're happy you set
this up near right so right here you've
got no excuse not to use remarketing
from your AdWords as I've said whether
you're using analytics for remarketing
lists what I've just shown you how to
include that tag on your website so
let's go back to our campaigns because I
am very sure that I got more insights to
share with you if you operate in your
YouTube channel video ads are basically
free 6 cents 5 cents 10 cents and you
know you're targeting people but once
again you know the mentality or people
who are there is in the mold it differs
but nonetheless video ads allow you to
reach those people whether you have
YouTube channel or not so you can
utilize video targeting here as well ok
now what I was going to show you sure -
let's go
to audience yes and the audience's we
are in organizers as you can see he can
create remarketing lists and target
people are holding new light and you can
adjust your bids day as well more
problems yes let's go into keywords here
let me do select that we have our
columns here right so you can modify
columns yeah basically columns are what
we're seeing before right let's cancel
that these are your columns but you can
modify your columns is in watchos update
you can grab dragon let's add average
cost-per-click
and I can drag that up down or from
established first page bid first
position can be tricky and expensive but
you want to make sure that you have that
establish your estimate first page be
what Google AdWords is saying to you is
you know what to be able to shown in
that first page expect the pie round
about this amount but then it's saying
you know what if you want to get that
prominent position expect to pay this
amount but we know Quality Score is
taken in the equation right so keywords
like this radio show you it's low
quality score you can see quality score
for the search start you know what don't
even bother with things like that call
to opt one two you should basically just
remove those keywords from your campaign
even three but three can be improved
right so if it's one in two you selected
your keywords created your campaigns the
end up saying things like one percent
called score then you can we can
actually press on any column here to
arrange it as assault all that differs
here
if you press it again you'll see now
this is this including this you know
what let me just grab these I don't know
one away it's my time let me remove
those tables from my campaign because
obviously 1% calls for what Google
AdWords is saying you know what we
believe is so much to search for those
keywords lend on your web page they just
going to have terrible user experience
affecting your everything
so therefore call to score obviously the
higher the cold score lets you pack as
you can see a full of less y'all for
that ad group and ad campaign that I'm
having here then this is what you want
you want hole to score five six seven
eight nine if you can see ten that means
appear you again a free website traffic
right but nonetheless as I said many
things are dynamic with AdWords so
they're on you can say you know what for
this keyword hmm I'm ranking like old
score is great so now that gives you
that glimpse Esther you know what you're
actually doing something good on your
landing pages that's why you look at the
Quality Score make sense it's always
smart to name your adverts in a logical
naming structure also impressions and
click-through rights can always be
improved according to your campaigns so
you got to work on you know there is no
point getting five website traffic one
month and then try and work on those
keywords instead always look at the
Quality Score
make sure actually while we're here we
know we can change the match type
individually here as well let's go back
to ads you can copy edit yes that's very
see let's go to ad groups press on this
you can change the name yes absolutely
we can we can always modify our columns
okay let's go to dimensions here I'm
just going to show you some filters and
segments that you can quickly see as
your AdWords campaign growing crow right
you can say okay you know what let's
look at paint versus organic that's
rather important obviously let's go to
view this report click on all campaigns
yes as you can see it's very intuitive
but look at what's going on I blurted
some keywords because for privacy
reasons but here you are seeing it
showing only some of organic show and
only make sense all you can see paint
versus organic quickly and easily let's
go and look at some other choo-choo
graphical that's very important
especially if you're advertising load
three right so then you know where
people are I mean let's take a look at
some other ones yeah if you are tracking
your if you this one is absolutely
critical that I'll show you actually as
you can see your the dimensions to
quickly search terms pay versus organic
Geographic and all the others right if
you're utilizing ad scheduling let's go
back to campaigns select that sample
campaign let's go to settings because I
don't think I'm showing you that here
right so if you are advertising locally
particularly this a month you don't want
someone seeing your ad three in the
morning if you're operating business
nine to five and you know you do
business between you know seven till ten
during the day right but what if you
know you
get busy on the weekend then we can play
around with the scheduling stuff here
right so we know that now yes I don't
know if I've shown you now I know
bombard a lot but things are important
I'm trying to teach you something that
you may need to learn within a month in
1l right so let's go to ad extensions
because these are absolutely critical
for you to utilize because next let's
grab the search term as a sample because
we've been working on that I think it's
smart that I open up a different browser
because of the ad blockers here
okay recently the right-hand side is
gone
okay I'll this is a terrible thing to do
for me I know I'm showing you an example
but I've just seen my own ad nail right
that means when you're influencing with
Google AdWords don't just search for
your own ads and see them because
expected click-through rate decreases
each time we do this this is for Google
AdWords as well as for organic results
don't check your own rankings through
the search itself it's very important
because it effects everything so let's
take a look at this example what I was
going to show you yes yeah okay Google's
going ahead I haven't got any
I can't let me show you
SEO services these are head extensions
you they've got their site links
happening they've got their collate
extensions they are very very useful as
you can see in this example look at the
screen real estate these and extensions
are taking make sense because on Google
search the size of the screen real
estate is it's like sync over
and that you're buying for your house
the bigger the land yeah let's say in
the city of Melbourne if you've got ten
blocks of land that's important right
someone having only one block of length
is less important so add the extensions
give you that screen real estate as you
can see in this example they are
utilizing ad extensions so let's take a
look at what they are you've got cycling
extensions you can create rotation
extensions
you need to have Google Earth business
you will map listing all this stuff if
you are operating a local business you
basically must be in there right I've
got video tutorials I'll show you good
about Google my business center it's
very straightforward if you've got a
AdWords account then it's easy for you
to create my business center listing and
verify your local business that's
absolutely important for your local
business again because location
extensions will allow you to also tap
into Google Maps as well because they
show ads they as well right any more
reach and that's how you separate the
Search Partners and so on as you can see
call extensions if you want people to
call you call extensions let's press on
that let's press on ad extension so that
I can just show you this is my phone
number I can add it here or I can just
say you know what for a new phone number
Google has Google forwarding number you
can select and then you can track your
ad performance
od so that's to do with all exchanges
let's look at apps I'm not even gonna
cover that for the reason that I
actually don't have that professional
expertise with advertising but it's
coming more popular and I'm sure very
soon I will have there
experience to take you in and show you
all that stuff or app as well more
balanced review extension how great is
this right let's say you've got positive
reviews externally you can actually show
them here you can let google adwords
show your review extensions giving you
that positive review so that someone can
click on your ad instead of the other
ones so even if you on the 3rd position
in this example if you utilizing call
extensions or cycling's colette
extensions or any other extensions look
I'm more likely to click on this if the
ad entices me does a week later if
people keep doing that these mob will
end up going here on the first position
and then dominating that space if after
I click this dancer my question on their
landing pages make sense see how all
works together ok review extensions
let's press on it so that I can actually
show you terms and conditions are very
strict you can press on exact quote grab
the review exactly perhaps some external
sides and so on right add the text you
have to have the source give the source
URL it has to be taken to that URL where
the review was given let's cancel that
let's look a colored extensions is great
very easy you can find the uniqueness of
your business and then have them as call
our extensions as I've shown you
previously okay so let's take a look at
structures in different extensions this
is beyond the scope of this but
nonetheless we've got structured snippet
extensions let's press on that
let's see because I'm really advanced
with structured data
anyway right let's add that header you
can as you can see select different
things value to 3 divide spread friends
start and add that as well I had one
earlier because as I've said I actually
posed this particular account a lot
anyway I reinstated it just to show you
all these important factors for you to
utilize for your AdWords account
automate the extension reports you can
press on it and explore that third as
you now can see I know I talked with
fans but towards this video if you have
to and if you must because I know what
I've compacted in this video session we
watch it and learn what is important
because all what I've shown you is
absolutely critical for you to tweak and
set and understand because once you do
then AdWords become your online success
partner because you can reach anyone
globally in very different languages
depending on your products and services
I thank you very much for your
investment in this course if you found
it of benefit to you simply contact me
and provide the review so that I can
improve my future courses and I am
wishing you great success on the
Internet and you know where I am to
provide that feedback and there will be
much appreciated from genuine wishes of
success for your online business thank
you very much and I'll talk with you in
the next video session