The Only Google Ads Tutorial You Will Ever Need (FOR BEGINNERS)
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How Google Ads Work
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All right. Before I get started with
the actual tutorial, I wanna get a couple of things out of the way. If you have
any questions throughout the blog, make
sure you're leaving them down below in the comment section because I try to go
in the comment section and then answer your questions there. And also, if you find this helpful at
any point, feel free to get this blog a share because it really helps out the
blog. So, more people can find it and it
also helps out my blog. So, I can create more blogs for you guys. So, with that being said, let's get
into the tutorial. All right. So, the first thing I wanna talk about is how
Google Ads work and why they are so
powerful. I know many of you already know this, but I want us to all start on
the same page and I want us to talk
about the same things later on in the tutorial. So, let's say I'm in the market
for a new wooden watch because my friend likes wooden watches, I wanna get one
for him for his birthday. So, I go to Google and I type in the wooden watch. A wooden watch is my keyword. People
type keywords into the Google search bar. And then Google gives me search
results based on what I type in the
search bar. So, these are search results that come up for me personally when I type in wooden watch. So, when
we take a close look at those search results, we notice that here in the front
of the URL that comes up is ad. So,
it says ad in front of the URL which means that somebody paid to appear here on the first page of
Google when somebody types in the wooden watch. The same thing with the second
search result, it also says the ad. When
we take a look at the third search result, we see that it doesn't say ad in
front of the URL, which means that this one
is an organic search result. So, nobody paid to appear here on the search
result. The person who owns this website is
just, or this website is what Google thinks is most relevant to my search here to my keyword that I
type into Google. So here for this specific
keyword, we have two ads and then we have the first organic search results. When you go to the second page of
Google, or when you scroll down on the first page, you might see even more ads,
or on some pages, you also see shopping ads
where you see specific products on the top of Google. But in this tutorial, I'm
gonna show you exactly how to set up one of these
ads here. So how you can pay to appear in front of people when they type in specific keywords
that are related to what you are offering to your specific product? Now, what happens when somebody clicks
on your ads, and what happens when I would click on this
specific website? Well, for me as somebody who's just looking for a wooden watch,
I don't notice that this is an ad because
I will just land on the online shop of this specific website, which is TruWood. And then I can go and I can buy my watch.
But for the advertiser who put this ad here, they
will have to pay for my click. So, with every click that gets, with every click
that this ad gets, they might pay 50 cents, they
might pay $1, they might pay $2 or even $4, depending on what they are bidding and depending on what Google says and
what they should pay, but more on how this works with the, how much you have to pay per click
later in the tutorial. So, let's say he pays $1 for every click that he gets on this ad. So, for 50
clicks, he will pay $50. But let's say every 50
clicks, one of those people who clicks this ad will buy a new watch. And for every watch that this store
sells, they make a profit of, let's say $80. So, with
every 50 clicks, they have to pay $50 to Google, but they make $80 back because
they sell a watch. So, they have a profit
margin of $30. That's how you can do good paid advertising on Google and profitable advertising. You just
have to make sure that you get more back from the
customers you get from your clicks than what you have to pay for your clicks.
And throughout the tutorial, I will show you how to get
the lowest cost possible for your clicks and the highest conversion rates. So why are Google Ads so powerful?
Well, the reason is that there is buyer's intent behind
specific keywords. So, when we compare, for example, Facebook ads with Google
Ads, it's an entirely different thing
because on Facebook, let's say, I'm just, I'm bored. I go to Facebook, I
scroll, maybe I wanna see what my friends are
doing, maybe I wanna see some funny cat blogs. So, I'm not very likely to go
ahead and buy something. So, I wanna see an ad of a
leather watch. I'm not very likely to actually buy it. But with Google, when I
type in modern leather watch, I'm ready to, I'm actually
interested in a modern leather watch. I'm probably in the market for it, or when I type in a modern leather watch
store, something like that, then I'm very likely to
wanna find a store and then I wanna spend money at that store. So, these keywords are very valuable. So,
you can really put your offer, your service, your
product in front of the people that are actually searching for what you are
offering. That's why Google Ads are so powerful. And in
this tutorial, I'm gonna show you how to set up a Google ad for those specific
keywords that are related to the product or to
the service that you are selling. All right. So now that we understand how
Google Ads work,
Set Up Account
let's get ourselves a new Google Ads
account. I highly recommend that for each business or each store that you have, you set up a new Google Ads account to
really not mess things up with your other products if you have multiple businesses. So,
what you can also do is if you type in something like Google Ads 100 credit, something like that, then you, maybe
you find some kind of Google Ads voucher where you can get some free money
basically. When you spend like $150
here, Google gives you another $150 to spend on ads. So, it basically, I get free traffic.
This isn't only, this isn't available in all countries. So, you can see here, it's only available in the United
States. And personally, I live in India and I didn't find something like that
for me. The only thing I found is maybe
sometimes I get ads from Google and then they offer me like 100 Swiss Francs. So, make sure you maybe check if this
is available for your country, but personally, I'm just
gonna sign up for a new Google Ads account without any of these benefits here. So, I'm gonna click on start now and
you have to have a Google account. So, you
have to have a Gmail account in order to sign up for Google Ads. But if you
don't have a Gmail account yet, don't worry. You can
just create a new one right here. All right. So, this is what you see when you
first log in to your Google Ads
account. As you can see here, Google immediately wants us to set up our first
campaign and set up our first ads.
Account Structure
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before we do that, we are gonna
quickly look at how our Google Ads account is set up, because this is something it took me a
long time to understand. But once I understood how my Google Ads account is set
up and how everything is actually structured, it made
life so much easier. So, I really want you to understand this, and I'm gonna
keep referring back to this graphic right here
to make you really understand of how your account is set up and how to
structure your ads correctly. So, what we have done just
now is set up our Google Ads account and the next layer is campaign. So, your Google Ads account can have multiple
campaigns. You can have search campaigns, you can have shopping campaigns, so
different types of ads. You can have different
campaigns for different types of products as well. So, this is the first layer,
how you can structure your ads. So, before we go further
into ad groups and actually ads, we're gonna quickly create our first campaign. And then I'm gonna come back to this
and I'm gonna explain further how ad groups work and how
different ads and keywords work. For an example, for this tutorial, I'm gonna create an ad for an online
store selling oximeters. An oximeter is something I
sold last year, which is just a product that you can put on your finger and it
will just then tell you your oxygen saturation in your
bloodstream and also your pulse. So, this is something I sold through Google
Ads last year. And since I closed down
the store, so I'm gonna use this Google Ads account later to show you some more strategies and
tactics. And I'm also gonna use this as an example to start a new Google Ads account. So,
let's go back to our Google Ads account.
Campaign Settings
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And the thing you see right here is
Google tries to kind of guide you through setting up your first campaign. This is really for people who don't
know what they're doing. So, what we're going to do is we're going to scroll
down and we're going to click on switch to expert mode because this will give us the full
control over our campaign. So, click on switch to expert mode. And then we get to the next page where
again, Google tries to guide us through setting up our campaign. So, they ask us, do we wanna have
sales, leads, website traffic? What's the goal of our campaign? But again, here, we're gonna click on
the bottom right where it says, create a campaign without a goal's guidance, because this again, will give us the
full control over our campaign. So, click here and then we can decide on what type of ads do we want to set
up. We already seen this search ad right here, which is
if you type in a keyword in Google, and then you see these text ads where it
says ad in front of it, this is a search ad, and this
is exactly what we are gonna set up. You also have other possibilities, like
for example, these right here are shopping
ads that go directly to a specific product. And this is a bit more complex to
set up and I'm not gonna cover it in this
blog. So, this is shopping ads right here. You have to set up merchant center and all that kind of stuff. So, we're
not gonna do that. And also, display ads, it's not really buyer's intent
traffic, because this is similarly like
Facebook ads where people just scroll through a content page where they consume content, and then
they will just, your ad will just pop up. So, there's a lot less buyer's intent behind people seeing your ads. You
have also blog ads to put on YouTube app ads, if
you're selling an app and so on. But again, we're gonna focus on search ads.
There are pretty much the easiest and most
straightforward to set up. And also, one of the most powerful ads. So, click on
search ads and then what's the result
we wanna get? So, we wanna get traffic to our website. We wanna get clicks that go to a
landing page, maybe to a page where you have a contact information if you maybe a lawyer's office and you
wanna get new clients. So, whatever you wanna send people to, you can click on website visits and
then you can type in your website. So, let's say for an example, my website is
oximeterstore.com/fingertip-oximeter. So, I'm
gonna send them directly to the product page. And as you can see, this website
doesn't exist. I don't know if somebody
owns this website, actually, it's just as an example. So, then you can click on
continue. And now, we can give our
campaign a name. So, what we're gonna name the campaign is search campaign because this is search ad, search
campaign. And then I'm also gonna put SKAG, which is
short for single keyword ad group, because we're gonna target specific ad,
specific keywords with our ad groups, but
more on that later. And this is version one because eventually, we're gonna have multiple versions.
And then the next step is networks. Here, I would recommend if you're starting
out to just untake both of these. If you
don't get enough traffic later on, you can
come back here and enable search network. This is kind of other websites that also offer search networks, they
also are able to show your ads. But in the beginning, I only wanna show up on the Google search
traffic. So, I'm gonna untaken this. And also display network, I would always untake display network,
because again, this is not really a search intent traffic or buyer's intent
traffic. So untake both of these. And then you
can go to show more settings. You can also give your ads
a start and an end date. So maybe you wanna set up ads for next month, and
you're not gonna come back into your ads account. But in
my opinion, that's really unrealistic because when you set up paid ads, you're
probably gonna come back to your ad account at
least once a week. So, in my opinion, I'm just gonna always start it from now. I'm gonna do everything manual. So,
I'm gonna start it manually. I'm gonna end it manually. So, start date is today
and then end date, none. If the ads don't work, I'm
just gonna turn it off manually. And I would highly recommend to do that as
well. Don't just leave your ads running for
like weeks without checking them because your credit card will just be charged and you don't even know if your ads
actually convert. So yeah. Then campaign URL options, we're gonna skip that. Dynamic search ads, it's also, we're
gonna skip it. Schedule, if you only wanna have your ads show at a specific time, you can enter the
time frame right here. But I don't really care
when people buy from my store so I'm just gonna leave it as it is right here. Then targeting an audience. This is
important. So, depend, so where are your customers? If you are selling to the United
States, then obviously, you wanna change because live in Switzerland, it's by
default says Switzerland, but for example, I sold
these oximeters to the United States. So, what I would do is click on, enter
another location, and then I type in United
States. And then it will only show my ads to people in the United States. You can also, maybe if you're selling
also to Canada, you can also add Canada right here, but make sure that you only target
your best customers. Like if you can ship to maybe the UK, then you don't wanna have your ads
shown to people who live in the UK. So, let's say, I only wanna advertise to
United States. So, I'm gonna choose this.
And then I always go to location options as well. And
here, I make sure that I choose this one here, presence, people in or regularly
in your targeted locations, because by default, it's
presence or interest. And if you take this right here, which is by default
recommended, it will also show your ad
to people who are interested in your country. You're interested in the United
States. And I only want people who are living in the United States because I need to ship my product to
the United States. So, I'm gonna choose presence right here. And then exclude,
this is correct by default, and people in your
excluded locations. So, everything that is not United States, the ads will not
be shown to those people. Then language. This should
be the language of your customers, obviously. So, this is English. This is fine
for me. Then audiences. This is only if you
already have audiences. So, when we're gonna skip that, we're not gonna need
that. Then budget. This is how you will pay
Google for showing your ads for the clicks that you're getting from your ads. Now, I would choose the currency that
you intend to pay Google with. So, in my example, I live
in Switzerland. I pay with Swiss Francs. So, I'm
gonna leave this as Swiss Francs. If you live in the United States, then choose
United States dollars. But as next, for this
tutorial, because it makes it easier, I'm gonna choose United States dollars, but make sure you choose the currency that you are intend to pay in. Then we
can also define our budget. So how much do we want, are we willing to spend? So, this is an upper limit. So, let's
say we are not willing to spend more at the beginning, maybe like $10. So, I don't wanna spend more than $10
per day on average. So, I'm gonna set my
budget to $10 per day. Now, this doesn't mean that Google might will only spend $10 per day.
Sometimes Google will spend more than $10. Sometimes
Google will spend $15. But overall, on average, Google will not spend more than
$10 per day on average. So, Google will not spend
more than $300, 30 days in a month, 30 times $10. So don't
be surprised if it will spend more than $10 because sometimes Google thinks,
"Okay, the convergence is better on Monday. So, I'm
gonna spend more on Monday." So, I would start with, I don't know, at
least $10 because you need to get
some traffic. You need to get some clicks in the beginning to be able to
optimize. When you only do like 1,
2, 3, $5, then it will take a long time until you get enough data so you can optimize your ads. Because
in the beginning, you will probably not be profitable with your first ads because you have to optimize. You have
to find the audience that will convert the best. You have to find the best ads. You have to find the best keywords.
And that's why I would even go to $20 to start out. So, let's do $20 and then let's move
on to bidding. Now, this is also a big topic.
Bidding, Ad Rank &
Quality Score (important!)
So, this is the way that that Google
will charge you for the clicks that you're getting on your ads. So, you can have different bidding
strategies. As beginning, it makes sense to keep this on clicks because we, in the beginning, want to
get data. We want to get clicks so we can see what clicks will convert into customers, what clicks will convert
into sales. So normally, you can just keep this on clicks as beginning. And then also, you wanna set up
conversion tracking and I'm gonna leave a tutorial down below in the blog
description that will show you exactly how to
set up conversion tracking, use the Google analytics. So, you can see exactly
what clicks actually result in a sale, in a new customer. So, and then when you have set up
conversion tracking, you can change this one to conversions and then Google will optimize your
clicks so that you get as many conversions as possible because eventually that's what makes
you money. And then you can also set a maximum cost per click bid limit. Now, before we
set this, I want to explain to you how the bidding system works, because this is something a lot of
people don't understand, but it's something that is quite important to
understand in my opinion. So, we have now set up our
campaign. Let's move on here. Then, so the price that
you pay for each click is a formula. So, it's
the ad rank of the person below you, divided by your quality score, plus 1
cent. Now, I know this sounds very
complicated and you're not understanding this right now. But bear with me here, I'm gonna
explain everything. So, let's say we have four advertisers. They all advertise on the same
keyword. So, let's say fingertip oximeter. They all
advertise on that specific keyword. Now, every advertiser can define a max bid. So, this is what we can define here. So,
let's say our max bid, what we are willing to pay, the highest price we're willing to pay
for a click on our ad is $2. We never wanna pay more than $2 for a single
click. So, let's say we are advertising number
one here. Then advertiser number two, he sets this to $4, advertiser number
three to $6, and advertiser number four
to $8. These are our max bids for our clicks. Now, another thing that you
should become familiar with is the so-called quality
score. This is very, very, very important for Google Ads. Google gives your ad a quality score
from 1 to 10, 10 being the highest, being the best, one being very crappy. So, while
Google is showing your ads, they will kind of track
what will happen afterwards and then they will kind of develop a quality score for your ad. The quality score depends
on your landing page, one sec. Let me do drag myself to
the left side here. The quality score depends on your landing page experience. So, are people actually staying on the
page that you're sending people to? How long are they staying on the page? Are they scrolling? Are they clicking
on things? So, this is the landing page experience. This shows Google that
people are actually finding what they're looking.
Google cares about relevancy. They wanna keep their people on their search
platform and they will do that by giving people
what they want. So, the landing page experience is very important than add relevancy. If you in your ad
have the exact keyword that people are looking for, you will get a high-quality score
because you have high ad relevancy. So, for example, if I type in wooden read
right here, and then it says, then it
says, wooden read right here. I don't know if you can see it, then I will get a high relevancy
because I'm crafting the ad for the exact keyword that
people are looking for. So that's also very important and then expected
click-through rate So when Google shows your ads to 100 people, and then let's say three of those 100
people click on your ads and you have a 3% click-through rate, now you wanna get the highest
click-through rate possible because Google wants to make as much money as
possible. So, they wanna have people
actually click on the ad because they only make money when they click on it
because we as advertisers only have to pay when
people click. So, you wanna increase your expected CTR, which is click-through rate, and you
do that by making your ad as relevant as possible. So, use the exact same keywords as
people search and also make it as big as possible. Take the most amount of real estate on
Google so that people much more likely to click on your ad, but I'm gonna show you everything in
this tutorial, how you actually do that. So, this is quality score. And now, now there's ad rank. The ad
rank will decide on where your ad will show up the
advertiser with the highest ad rank is the person that will get the best place
on Google. So here, for example, let me drag myself to the right side again. This person
right here has a higher ad rank than this person right here. So, this is a better place on Google.
And this is exactly how Google defines where your ad will be placed. The person with the highest ad rank
will get the best placement. Now, how does Google define your ad rank? So, it's actually a formula. It's max
bid times quality score. So, your max bid for
advertiser number one is $2. Quality score is 10 because they have very good
ads, very high relevancy, and very high
expected CTR. They get an ad rank of 20, which is
higher than in other advertisers. So, they get the first place on Google. Advertiser
number two is max bid $4 only has a four out of 10-quality
score. So, four times four is 16. So, they get an ad rank of 16. So, they are below this first
advertiser. Now, and this is all Google needs to define on how much you have to pay. So again,
let's look at the formula on the top, your price. So, the actual CPC, the
actual cost per click is the ad rank of the
person below you. So, for advertising number one, it would be 16 because this
is the ad rank of the person below
advertiser number one. So, 16 divided by the quality score of you, so of the advertiser number one, 16
divided by 20 plus 1 cent. So, then this will be the
price. As you can see, 16 divided by 10, 16, which is
the quality score, the ad rank of the person below you, divided by your quality
score which is 10 and then plus 1 cent. And
that will be $1.61. So, with every click, you
will pay $1.61. Now, advertiser number two will have to pay 12, which is the ad rank of person below.
12 divided by four plus 1 cent, which is $3 and 1 cent. So, you can see, even though the
advertise number one has the better ad, the better ad placement, the more
prominent place on Google, they have to pay a lot
less than person number two. And advertiser number three pays even more. They pay $4 and 1 cent, even though
they have a worse place on Google and the
reason is because they have such a bad quality score. So, the thing you should
get out of this is to increase your quality
score as much as possible. You wanna have the highest quality score possible. So, when we go back here, you want to
have the best landing page out of all advertising. You wanna have the best ad
relevance, and you wanna have the
highest expected CTR. That's how you get on the front of the Google search
results. And also, you pay a lot less than
other advertisers, which will increase your profitability by a lot. It can mean the difference between
being profitable and being unprofitable. So
quality score, extremely important. So, let's say if I covered everything here,
perfect. Now, let's move on to our Google Ads
account. So now that you understand how bidding works, let's set our bid. Let's say our bid is, I would start
out with like $1. This is a pretty good bid depending also on kind of what you're selling, but
I'm gonna start with $1. It doesn't mean it's gonna spend $1, but it's just
what you are willing to pay as a maximum. Now,
let's move on. Let's go to show more settings, conversions. Obviously, you
wanna set up conversion tracking, really
important. I'm gonna leave a tutorial down below in the blog description. After
this blog, you can set up conversion tracking, really important. Ad rotation, not gonna cover, bother
with that. Now, ad extensions also very important.
Ad Extensions (Increase
CTR!)
I see a lot of tutorials on YouTube
just skipping ad extensions, but ad extensions are what can boost your, like Google's says it itself, get up
to 15% higher click-through rate using Google extensions,
ad extensions. So, what are ad extensions? These here are ad extensions. So, this ad, as you can see, is quite
large because they use ad extensions. This one
right here, for example, is a cycling extension. This is just a deep link going
into directly shop men's best sellers. They
go to have a page where they have their best sellers and they have a specific link that
goes directly to that page. And then they have women's watches, watches under $100, shop wood and blah
blah. So, they have added those extensions, which
gets them more real estate here on the first page of Google and tests show that
the larger your ad is, the more likely people
will be to click on your ad, which will increase your CTR, your click-through
rate, which will increase your quality
score, which will decrease your cost per click and increase your profitability. So, you have to use add extensions. Now,
which ones should you use? So, you have to structured
snippets, which is just more words right here. And by the way, don't worry, people are not gonna read this right
here. People are just gonna glance over what they're seeing here. And if
they're seeing like some keywords that
they are looking for, they will click on the ad. If you're like, you don't have
to be grammatically perfect right here or if
the sentence isn't really perfectly structured, don't really worry. It's just
about getting the most real estate and kind
of the most clickable ad. Okay. So, adding extensions is very important to get more real estate on your ad. So,
what extensions should you actually add? So, there are a lot of possibilities. The sitelink extension, like I said,
are like links that goes through different places on your website. So, what you
can do is add a new sitelink extension. And then
maybe, if you have maybe a lawyer's office, you can say like, get a free
consultation or you can do, see, or our
services, something like that, and then give description
and then also find the URL, should be the URL that goes directly to this
specific page. If you only have one
landing page, which is what I had, you can also just let's say for this store, I had something like best oximeter on
sale, oximeter on sale, or let's say number
one oximeter, something like that. And
then I put the same landing page right here as I
have as a main landing page for the main ad. If you get an error because it's
the same URL, then just finish your ad
without extensions, and then come back later inside of your ad and then add those extensions with
your landing page and then somehow it works. That was
the case for me. So, these are sitelink extensions, which again, are these ones
right here. Sometimes they're not as
prominent. Sometimes they look like, they look like this right here. So little, little, very small, but
still, it makes your ad larger, which gets your, a higher
click-through rate. Okay. Then callout extensions. You can also add a couple of
these. Now, I would add like maybe like four
to eight different sitelink extensions, then
like 10 callout extensions, like 50% of today, all that kind of stuff. Also, try to include some numbers in
your ad and also maybe like free shipping because
all these kinds of things, they, people like to click on numbers. They kind of
gravitate towards numbers, for example. So, this
is just a kind of a little tip on the side. So, callout extensions, you can
also do these. And call extensions only
if you wanna, if you have a phone number and you want people to call you, you
can also add your phone number right here. And you
can also add more like structured snippets, app extensions, blah, blah, blah,
price extension if you wanna tell them the
price. Basically, in my opinion, put as many as possible. Google will not show every extension
that you will put there, but you have the possibility that Google shows it and then you get more real estate.
Okay. So, we talked enough about extensions. So, let's actually move on.
Ad Groups (best strategy)
Okay. So, we have now just finished
setting up our campaign settings, and now we are one layer deeper, which is ad groups. So, when we go
back to our overview right here, we see that we have just set up our search
campaign, single keyword ad groups
version one. And inside of that campaign, we will set up our first ad group. So here is what we're gonna use a
strategy that will make sure we get the lowest cost per click and the best conversions. And we're
gonna do that by achieving the highest quality score and by creating the most
relevant ads for the keywords that we are targeting. So,
for example, let's look at this ad group right here. We are targeting with this
ad group, finger pulse oximeter. So, for
each ad group, so each ad group is dedicated to one keyword. So, for each keyword that I wanna
target, I'm gonna create a separate ad group. The reason why is because for
each ad group, I'm gonna create specific
ads that are designed so that they are as relevant as possible to this specific keyword. So let me
just show you right here. So, when somebody types in
finger pulse oximeter, I want my ads to show finger pulse oximeter. Your ad can't be better than actually
giving your visitors exactly what they are
searching. So, if I search finger pulse oximeter, I seen ad finger pulse
oximeter. Well, that's what I wanna
do. That's the one I wanna click on. So, and that's why we do dedicated ad
groups for our targeted keywords. So, for the
first ad group, we're gonna name this ad
group finger pulse oximeter because that's the keyword we wanna target with this specific a group. Then here,
this is automatically put in because this is the website,
we wanna send people to, the landing page. And then we have to type in our
keywords.
Keyword Match Types
Now, let's type in finger pulse oximeter because that's the keyword we wanna target, finger pulse oximeter. Now, when I only want my ad to show up when people type in this exact keyword, finger pulse oximeter, then I have to put these brackets around my keyword. This is a so-called exact match. So, there are different match types in Google. And I'm gonna show you exactly what these match types look like. So here, we have an overview of match types. So, there is the exact match. There is the phrase match, the broad match modifier, the modified broad match and the broad match. So here is what we have just done. We have put brackets around our keyword and then people will only see my ad when they type in exactly what is in that bracket exactly or a close variant. Google also shows it when people type in maybe a plural version, or maybe they misspell the word a little bit. So that's something Google just does. You can't really turn that off, but it doesn't really matter. It doesn't really hurt your conversions. So only this exact word or a close variant of that word. So as an example, when somebody types in women's hats and I do the exact match of women's hats, then people only see it when people type in women's hats or women's hat, for example, because that's the singular version of hat. And then there is the phrase match. When you put in these quotation marks around your keyword, then the keyword has to be part of the phrase that people type in the search bar. So, when people type in, buy women's hats then my ad will also show up. And then we have to broad match modifier, to modify broad match so it can put a plus in front of your keywords, which means that each keyword that has a plus in front of it, this keyword has to be in the search bar what people type in. So here, for example, hats for women, it will show up because hats are in there and women is also in there. Women is kind of a synonym or a close variant of women. If it would just be, let's say women, let's say, I don't know, pants for women, then it wouldn't show up because hats aren’t in the phrase. And then we have broad match, which Google also includes misspelling, synonyms, related searches and other relevant variations. So, we get a lot more traffic, but maybe not the traffic you want. So, I recommend to only use these three in the beginning, only the modified broad match, the phrase match, and the exact match. So that's what we're gonna do. We're gonna use the exact match right here. Then we're gonna use the phrase match, finger pulse oximeter, and we're also gonna use the modified broad match. So, finger pulse oximeter. And by the way, here on the right side, Google kind of tries to give you an estimate of how many clicks you can expect, what's the average cost per click, and the cost per day. And my experiences aren’t really that accurate. So don't worry if it says only two clicks per day, and it's not really that accurate. And also, you're gonna use multiple keywords anyway. So, you're gonna have more clicks than that per day. So, let's move on and maybe create another ad group for another keyword. So, we can scroll down and click on add new ad group. And now, let's go for the keyword, maybe oxygen monitor, because that's also something people are searching for when they're interested in buying a pulse oximeter. So now, we're gonna have a dedicated ad group specifically for oxygen monitor. And we're gonna do the same thing. We're gonna do our website URL. We're gonna put it right here. And then we're gonna do an exact match, oxygen monitor, like this, can type, and also phrase match oxygen monitor. You get the idea. And then once you have all your ad groups, once you have all your keywords in different dedicated ad groups, then you can click on save and continue. So let me just delete this second ad group right here. And then we're gonna move on with this first ad group as an example. So, save and continue. And now, we are one level deeper.
Ad Design
So now, we are at the actual ads. So,
when we go here, this is our ad group right here, finger
pulse oximeter. We have to find our keywords that we want to have our ads show
up for. And now, we can create our different
ads, which will show up when people type in these keywords. So, let's go ahead and create our
first ad. What we are creating now is what people will see when they type in our keyword. So
again, our strategy is to be as relevant as possible. So right now, we are creating an ad
for the ad group, finger pulse oximeter. So, we want to have our ad be as
relevant as possible for that specific keyword.
So, let's start with the headline. I'm just gonna use the one that I've used on
the store when I was running it. So,
for example here, I used finger pulse oximeter on sale. As you can see, finger pull oximeter
is our keyword and so that is relevant. Then
headline number two will be best finger pulses oximeter. Headline number three
will be a limited time, 50% off because again, people like
numbers and 50% off. So, I'm also gonna put that here. Google shows maximum of three
headlines. Here, you can always see how your ad currently looks like. And sometimes, it will only show two
headlines, sometimes it will show three. So always make sure you put three
headlines. Otherwise, you will lose
out on real estate for your ad. Then with the display path, this is kind of a URL that is
displayed to people, but it's not necessarily the URL that your ad will go to when people click on it. So again, the
same strategy here. I'm just gonna type in finger pulse oximeter because again, it's most relevant.
Google sees this is a very relevant ad. I get a high-quality score, I get a
better ad rank, and overall, I will have
to pay less money for my clicks. Then
with the description as well. I'm just gonna put the one that I have used here for this specific store. Make sure you
use all the characters here. So, 90 characters is a maximum. Here, I only used 81 which is an also
okay, but make sure to use as much as possible as
Google gives you here. because again, you wanna make your ad as large as
possible. And again, you can always go here on the right side and see how your ad currently looks
like. When you have more ad extensions that we talked before, you should also see them right here.
And here again, add things like numbers, add
things like free shipping. Those are all words that people gravitate towards and that people like to click on. All
right. So now, we just finished setting up our first ad, which looks like this on desktop and
like this on mobile. As you can see here, text ads, we have one ad. And what I would recommend is to set
up at least two more ads, or I would always kind of set up three ads per ad
group, because then Google has the
possibility to rotate your ads. So sometimes it will show the first one, sometimes it'll show the second one,
and sometimes it will show the third one and then you'll get data inside of
your account. And you can see which ad
performs the best. And Google will then use the best ad that's getting you the most
conversions. If you only have one ad right here, then Google can really test
your ads. So, make sure to go down,
click on done, and create next text ad, and then just vary around. Use some different words, maybe change
around the headlines a little bit, maybe the description also. So, you can really see what actually
works the best. But for time reasons, I'm not
gonna do this here in the tutorial. So, once you have created three ads for
your ad group, move on to the next ad
group and so on until you have finished all your ads for all your keywords, all your ad groups. Once you are
finished, click on save and continue. And then here on the next page, Google will ask for your payment
information if you haven't set it up already. Obviously because it's paid
advertising and they will need a
credit card right here. So, they can charge for the clicks that you're getting through Google Ads. Another tip here
also, because they have to approve your ads. After
you've set them up, they will not run immediately. They have to take a look at
them and make sure you don't violate any of their guidelines. And then they will approve your ads.
And then they will start running. For me, for the first, when I did this the
first time, it took like a couple of
days and nothing happened. So, what I did, I contact a Google representative. I contact the staff of Google and that
kind of moved things on a lot quicker. So, if
you have the same problem, make sure you just contact them and they are
actually very helpful, in my opinion. I also
had like a one-hour call with one of the representatives. He kind of take,
took, he checked out my Google Ads account. He told
me, "Okay, you have to add more ad extensions. You have to add more ads.
You have to test this and stuff." So, they
have some good people there and they really kind of take the time to go into your account and kind of
help you optimizing your ads specifically for your
business. So, it can't hurt to just contact them and ask for maybe a call. It's all for free. So yeah, that's
just a tip by the side. All right. So, I now switched into the Google Ads
account that I was using when I launched my
oximeter store last year. I wasn't really profitable so I close down the store
again, but this Google Ads account will kind
of serve as an example here and I'm gonna use it to show you a couple of
things.
Negative Keywords (save
money!)
So, we have now set up our first ads
and we're waiting for Google to approve our ads. Meanwhile, there is something
very important that we need to do so we
don't waste money on useless clicks. For example, when somebody types in
oximeter Amazon, then that person who types
that in will probably look for an oximeter from Amazon. They probably wanna buy
from Amazon or when they type in
specific brands of what you are selling that isn't you, then you don't wanna
show your ads to those people because
they already know where they wanna buy from. They don't wanna buy from you.
They wanna to buy from Amazon or Walmart or
something like that. So, what we wanna do is we wanna set up a list of keywords
that we want to apply to our campaigns so that
whenever somebody types in one of those keywords, our ads will not show up and
we won't waste money on those clicks. So, what
you have to do is go to tools on the top here and then click on negative keyword
list under shared library. And as you can see here, I
have a general list and I have in a specific list to my product. The general list is a list that I will
always use no matter what product I'm selling because
these are stuff, if you go in here, you see this is stuff like Amazon, cheap,
China, contact, coupon, discount, drop shipping, all
those keywords aren't really good. They're not converting to customers for me. So, I'm putting them in a negative
keyword list. If you wanna add keywords, just click on the plus sign here, add your keywords here. So, you have
to do a, let's say, a plus. And then let's say Walmart, for example, because those people, they wanna buy
from Walmart and not from you. So, click on save. And then this keyword will be
added right here in the negative keyword
list. And then when you have set up your key keyword list, you can go down and you can click on,
apply to campaigns and then choose your campaign right here. I already chose all of my campaigns. So,
make sure you choose your campaign. Otherwise, it won't be active. Make sure you choose it, click done,
and then this will be active. Now, I have these standard
ones right here. We can go through them really quick. So, you can see them, maybe copy them. All right. So, these are the keywords.
Of course, this is for a physical product store. If you
have like a service business or something, you might wanna use other keywords.
But another thing I wanna show you cause as
you've seen; I have tool lists. I have a general list and then, oh, sorry, I, then, I have a dedicated list for
my specific product. So, oximeter list. These
are words that I learned by gathering data from my
ads. So, I notice that people click on my ads, people who click on my ads, they
type in Bluetooth or Choice Med or CMS-50F
which are brands that aren't me. So,
people who type in contact for example, are looking for an oximeter from this
brand. So, I don't wanna show my ad here. So,
what I did was I went back here, went into my campaign. Then I went to, sorry. Then you go to
keywords search terms and then you see what
people are actually typing in, what gives you clicks. And
as you can see here, oxygen level tester, oximeter. And then you find words like oximeter
CVS, oximeter reading chart. We have Omron oximeter which is probably also a
brand. So, I paid for a click right here and
it's obvious that this probably won't convert into a sale for me. So, what I would do is I would copy
this word right here, copy. And then I would go back into tools, negative a keyword list, oximeter
list, and then I will click the plus sign and type in plus, and then Omron. And then I'm just
gonna click on save. And now, this is added to my negative keyword list. So whenever somebody types in this
word, my ads won't show up. So especially in the beginning, make sure to check out your search
terms on the keywords right here and see what keywords you're showing up for. And then keep building out your
negative keyword list which again will kind of, it will
avoid you paying for useless clicks, which will save you a lot of money.
Keyword Planner
Now, another thing I wanna show you
that is very useful inside of Google Ads is the keyword planner especially if you need to find new
keywords, then you can use the keyword planner to put
in the keywords that you already know. And then it will give you more keywords
that might be very relevant for what you are advertising. So, if you go to tools on the top here
and then click on keyword planner, then you get to this page right here. You can click on discover new keywords
and then you maybe type in something like pulse oximeter, oximeter, and maybe something like on oxygen
monitor and also, okay, so I can click on get
results. And then make sure your location settings up top here is what you are targeting.
So, for me, I would have to change this to United States. So, let's change this to United
States, United States country, and deselect Switzerland,
save. Then language also, makes sure it's the right language. So, this would be
English and search networks, Google, and also
the timeframe. Let's say, I wanna have the last month. And then Google gives me some more
ideas. So SpO2 oximeter, SpO2 sensor, pulse oximeter price, finger pulse oximeter, all that kind
of stuff. So maybe I didn't know that I could target SpO2 sensor. Maybe this would be very profitable
for me. So, what I could do is just copy this keyword right here, copy, and then go back to Google Ads,
go back to my search campaign, and then go to ad groups and then just create a new ad group
right here with the plus sign right there. And I
can create a new ad group for this specific keyword. Again, I can use the exact
match SpO2 sensor. Then I could use the
phrase match, SpO2 sensor and also the modified broad match. Then I could click save and continue.
And also, the bid, let's say we do 75 cents. Save and
continue. And then again, I would create a specific ad for this specific keyword, like best
SpO2 sensor, number one SpO2 sensor, SpO2 sensor 50% off, SpO2 sensor on sale. And just like we
did before.
Ad Optimization
So, let's now talk about how to optimize your ads once they are actually running. So, first thing you have to do before your ads are actually running is to install Google analytics, meaning to install conversion tracking so that with each click that your ads getting, you know exactly how many people added something to the cart, how many people actually bought something from you, how many people gave their information, how many people actually called your number, whatever you are advertising. So that's very important because otherwise you don't really know what keywords, what clicks, what demographics give you the best conversions. So, make sure you install Google Analytics. And there's a tutorial down below in the blog description that will show you step by step how to install Google Analytics with your or Google Ads account. So read that. And then once you have done that, get some data. You have to get data in order to be able to optimize. Let it spend like $50, $100, $200 depending on your budget obviously until you will optimize your ads. So, you have to get some data first and then you can start optimizing from there. And then how do you optimize? So basically, what you wanna do is you wanna get more traffic from the keywords that are working really well. So, let's say for fingertip pulse oximeter, this keyword gives me a very high conversion rate. That means that I will increase the bid, my maximum cost per click, I will increase that. So, I get a better ad rank and more people will see my ad for this specific keyword, because I know that these people will be more likely to convert. The same thing with ads or keywords that don't really work well. I wanna decrease my bid because if I'm not profitable, then maybe if I pay less per click, that will get me into the profitability zone. And then maybe also you see that some keywords don't work at all, or some demographics don't work at all and you wanna turn them off. Okay. So now, how do we actually do this inside of our Google Ads account? So, what you can do is go to your campaigns. So, your search campaign, then go to ad groups and then you can do this ad group by ad group. So, let's open up the first ad group oxygen oximeter right here. And we have set up three different keyword match types for this specific ad group. And eventually you got, probably gonna have a lot more. And what you wanna do is you wanna find out the exact match type that is the most profitable for you. So, let's hear sort by conversions. As you can see here, we made one conversion with the broad modified match oxygen oximeter. So, this is probably not enough data to really optimize, but if you would have more data in here, you have more conversions, you can really start to optimize. So, what you're gonna focus on is search impression share, which means that, and by the way, if you don't see all these columns that I see, you can go through columns, modify columns, and then choose everything here that you wanna see. Obviously, if you wanna see conversion tracking, you have to, or conversions, you wanna see, you wanna set up conversion tracking. Again, tutorial is in the description below. So again, so let's say this is highly profitable for me. Here, cost per conversion, 48 Swiss Francs is actually not profitable, but let's say this is like $5, which would be good. Now, what I wanna do is I wanna get more traffic from this specific keyword. So, as you can see here now, I'm only showing up for less than 10% to people who actually type in this specific search term. And my traffic lost or my search lost because of rank is 47.38%, which means that I need to increase my rank so that I, that my ad will be shown to more people because I know that when my ad is shown to more people, type that in, then I will make more sales. So, when we go back to this graphic right here, we see that we can increase our rank by increasing our bid because rank is bid times quality score. So, I can increase my bid and that will increase my rank and I will get more search impression share. I will get more eyes on my ad. So, what I would do here is go to my max CPC, my max bid, and increase that by like 20, 30%. So, let's say I'm gonna do $1 and then I'm gonna let it run for another week and then I'm gonna come back in here. Now, this is how you can optimize for terms that work very well for you that are very profitable. Other terms that aren't profitable, you can either decrease your max CPC a bit like 20%, or you can set it to the average CPC and maybe that will increase your profitability. And if terms don't work at all, you can also turn it off. You can go here. You can go here and then go to pause. And then you have turned this specific term off. Another very cool thing you can do is you can go to demographics and you can optimize by demographics. So, let's say, let's go to age. And let's say a lot of people who are buying are 45 to 54 years old. So here, I would increase the bid by maybe 20%. So, I get more people in this age frame. Let's say everybody who's over 65 years old, they are clicking a lot of my ads, but they are not buying. So, what I would do is I just go here and click on exclude from ad group. And then my ads won't be shown anymore to those people. But you can really see here that this is only possible when you get some data in your account. So, you really have to start spending and then work with the data you have. And in the beginning, you wanna optimize a bit more. You wanna continue to update your negative keyword list. And then eventually when everything's kind of running, you wanna do it week by week. So don't try to optimize every day because you have to give it time to get new data so it can make a decision. So, wait a week, make a decision, optimize, and wait another week and so on. You can also optimize by devices. So, if you click on devices and you have mobile phones, computers and so on. If you see that you don't get any conversions from, let's say tablets, what you can do is just turn off tablets or you can just go to bid and decrease by let's say 70%. And probably then your ads won't be shown anymore to people using a tablet. So, you can exclude those people from your ads. And that's really how you can continue to optimize your ads. You wanna keep the keywords that give you a lot, that give you a good conversion ratio, and you wanna throw away the keywords that don't, but it's not really as easy as just guessing what are the best keywords. You really have to find them by buying data. So, you have to buy clicks and then you have to look at the data and then decide from there on what are the profitable keywords and increase the bids for those keywords and turn off the other ones that aren't working for you. All right. So, congratulations on making it all the way through to the end of this tutorial. Before I click off, I wanna ask you for a very quick favor and that is to help me out with my conversion rates on my thumbs up button below this blog. All you need to do to increase my conversion rate on that button is to just click that button below because it really helps out my YouTube blog so I can make more in-depth tutorials for you. Also, you can leave me a comment down below, letting me know what you're advertising on Google. So maybe I can do another tutorial specific to what you are selling. And if you wanna see more blogs just like this one, then make sure you hit the subscribe button below this blog so you don't miss any upcoming blogs. And with that being said, thank very much for reading.
I look forward to seeing
you in the next blog.
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