Google Ads Tutorial 2021 [Step-by-Step] AdwordsNov 10, 2021
So in this complete
and show you how to run and operate Google Ads Now, whether you're a complete beginner or maybe you've already run ads on different platforms, this video will be all inclusive for everyone. and all the people who are looking to run ads through
googleservices, and i know this can seem a little intimidating at first. process i ended up saving myself thousands of dollars because i was able to learn things that would maybe take a lot more time if you tried to do it on your own so the goal here for this video is to walk you through each step of the process get you running your first
googlead then we'll talk about the different types of conversion rates, we'll talk about target conversion rates, we'll talk about the ad styles that Google has, and then we'll also talk about keywords, how do we do keyword research?
tutorialI'm going to walk you through
and show you how to run and operate Google Ads Now, whether you're a complete beginner or maybe you've already run ads on different platforms, this video will be all inclusive for everyone. and all the people who are looking to run ads through
How do we find the right keywords to target and then how do we set up more ads after that so we can do split testing? Don't worry if I'm just talking like a few different words? that you don't know, don't worry, we'll explain all of that later in this video and if at any point you feel like I'm talking too fast, you can always check it again or just slow down. at 0.75 speed i know i get a little emotional sometimes i love doing this and i talk a little fast on accident so let's go ahead let's start with this video um and the first thing you're going to want to do is go to ads.google .com I've got my computer right here and I'm going to walk you through every step of the process now once you're at ads.google.com you can go and sign in to your google account, I'm assuming you already have a google account, yeah you don't have it you can do a very quick gmail and if you want to follow through this video I would suggest that but you can certainly look at this and then go ahead and try to replicate this and do your own google ads after this
tutorialmaybe consider taking out a pen, taking out a piece of paper and writing down some things just so you don't forget them so let's go ahead and sign into our google account and then we're going to jump right into this process so let's go ahead and sign in here, okay, and we.
I'm going to create a new Google ads account. I'm assuming you probably don't have one now, so we can click on the new Google ad account and now we'll be prompted for this cool thing that Google has been doing. the last two years where now they try to throw you through this challenge of different questions and they try to set you up to make your own ad because they know their ad platform is a little confusing that's probably why i ended up in this tutorial because mom maybe you looked and you said this is a little confusing um so instead of doing all this and going through what Google wants us to do we'll scroll down and we'll find switch to expert mode here and the reason why we're doing this is Because if you go through the little Google things that they want you to review, I find that people end up spending more money because Google makes money when it runs ads on their platform, so they're going to convince you to spend more money than you have.
I suggest you just switch to expert mode so you can skip most of that and start running ads and don't worry, I'll walk you through each step of the process here. so let's go ahead and click switch to expert mode and once we do, we'll see a variety of different options for the type of ads we want to run and what we're actually looking for. Just click on website traffic, you can certainly tell if you are low. You are looking only for leads and you are looking for someone's phone number, maybe you are looking for someone's email and maybe a real estate agent. or you are a plumber then maybe you want to look for leads you can look for sales website traffic the right product and brand consideration huh you can go for local store visits and promotions app promotion awareness brand and reach which is a very general thing, I personally would suggest looking at website traffic, we run almost all of our campaigns as website traffic takes them to our site maybe it's to a specific landing page conversion page, It gives us more leeway and gives us more options in general when we choose website traffic, but you can certainly read the different types of campaigns, which we talk about.
Let's go over each of these like search display discover shopping videos if we're looking for leads you'll see they have a few different options there if you're looking for brand recognition you should show your professional video app move your campaign type is right for the app so you want to see the campaign types and what type of ad you want to run we're going to click website traffic here now is when we select a campaign type this is going to be a very video important ok because you want to understand each of these different types of ads because this will significantly affect your campaign and how you run ads so the first one we have where we typically go for will be search ads from Google these are the basic Google search ads you've probably seen so many of these it's probably what you think of when you think of ads Google uh just to show you here let's say um i'm going to promote my marketing agency right and so if you want an example of this search ad we could say marketing agency uh New York right?
And when we do this we'll see these three here at the top these are all the basic google search ads th This is the first option here so look for ads here these will be the ones here we just see the basic text and appears when someone searches on Google, your ad will appear in one of these three, sometimes there are four. sometimes there are two, it depends, but those are the basic Google search ads. The reason I like search ads is because it will give you exactly what you want for people looking for something very specific. that I can show up in that specific place instead of a display ad that might show up on the web, so maybe you're reading a blog or maybe you're on some news website and you see an ad that shows up on the side that's for Usually what's known as a display ad, usually there will be some images, it'll be like this box that you can click on.
Sometimes people also call these banner ads. We like to focus on search and then what we like to do is branch out into these other types of ads and this is what I would suggest doing as well for people who are just starting out with Google ads, start with search and then you can branch out. on the others once once you narrow down the search if you don't want to do that then I would suggest narrowing down at least one of these as you might want to just focus on showing nail that first get to a science first and then you can branch out into the others.
So because we're trying to get website traffic, you're not going to see this available to us here right now, but the shopping ads are also something that, for example, let's say we wanted to go get some protein powder organic. right and if we want to get organic protein powder and we go to the shopping tab on google then you see some of these will be right ads and so some of these will be mixed ads here see here all these are ads and so if you're selling a physical product and you want to run shopping ads through Google you certainly can and you can get your product listed here at the top and that's certainly something that's very doable and doable for a lot of people as well let's go ahead and come back here we see our search ads show ads shopping ads video ads also if you want to reach people on youtube i can tell you these youtube ads are getting very expensive i would know because we have like eight or nine channels of different youtube and we see certain conversion rates uh and we see certain ad rates on some of those platforms youtube ads are coming back They're a bit expensive you can still make them obviously there's more work involved that you have to make a video with, you can't just do a basic search for content, you have to make a video to post an ad and that takes a little more effort so which is probably not something anyone wants to do right away, but of course you can run YouTube ads or other video ads through Google ads and then of course we have discovery as well. gmail in other areas as well, so they have some great integrations that we can use.
Now I'm going to click search, that's what we're going to start with today and once we do that we can fill out our company website. Don't worry if you don't have a website up and running right now that's ok you can fill in some more or you can just follow along here because there's going to be some very important tips that we're going to be even in the next few minutes here and so let's go ahead let's fill out the our company website for this example for this google ads example we're just going to use one of our websites for this channel uh which is a core medium and actually we do quite a bit of marketing for companies um like this let's say we want to market our marketing agency right so I'm going to go ahead fill out my website and then we can click continue and so you can start tracking your website traffic as conversions from the website you don't have to do this right now you can skip this for now we can get back to this let's move on let's click continue because we're going to talk about the most important parts here ar Above you can see we're at step one of four on the right so we're selecting our campaign settings, then we need to set up our ad groups, then we're going to create the ads, we're going to find keywords that we can use to target certain things and then we're going to put in our billing information and decide how much we're willing to spend on it's new campaigns so for our campaign name let's call this let's say website marketing campaign or just marketing ads from the number one website, so this will be our first campaign, um and then for the networks, I don't really want to do a display network right now.
I know they're going to try to involve me in this, but I don't have anything I want on the Display Network right now. This does not have to be an actual image or banner. I want to specifically target just search I don't want other things like someone is on a random website and I'm showing up there I want to just focus on the search and the specific terms people are searching for so I can prevent people from accidentally clicking my ads if they're on a random website and you accidentally mouse over them they click on it all of a sudden that costs me money um so now let's talk about targeting and audience segments this is very crucial and you need to understand a couple of things that I When it comes to ad serving and marketing, you'll know that as you get more specific, as you narrow things down, if you say you want to target a specific city, or a specific state, or a area, there will usually be a cost. you have more money than it would be to generally target everyone in the world and so you'll notice this and you'll really want to take it into account, you'll want to think about the product you're selling or the service you're selling or whatever you're advertising for what's most important to you in terms of the market, can you do it broadly? otherwise, for example, if I'm selling a physical product, let's say I'm selling organic protein, sure you know I can probably sell to everyone in the US and probably Canada, but I don't know if I want to go. all countries and territories because postage can be very expensive if i have to send something to australia or if i send it somewhere in south africa then it could end up costing me a lot of money and it might not be worth it or maybe i just don't want to aim those customers because in certain areas it might not be as affordable for other people, right?
So you want to think about that when you're targeting and when you're thinking about where you're going to run ads, huh for me. because let's say our marketing agency, um, I don't want to target everyone in the United States for my marketing agency because we're primarily located in the Northeast, um, so instead of saying I just want to target the United States, I'll go ahead and i will click enter another location and for this i am going to say i want to target lets say i want to target new york right and i can decide between new york state new york city shows you the potential number of people in that area and in that region , let's say I want to target the entire state of new york, so I'm going to click on the target and let's sayi also want to add it and maybe i want to target people in connecticut for my marketing agency so there's another 4.6 million people i can get from that so i'm going to click target we can also exclude if we don't want to nobody, so let's say I want to target people in connecticut, but for some reason, let's say I don't want to target people in, say, new jersey, right, because maybe there's something important there that I can't do business in new jersey i'm just making this up here of course i can do business in new jersey but let's say i want to exclude new jersey so i can exclude that because maybe it's very important that you don't get involved in that.
For some reason I know people who, uh, maybe they're tow truck drivers and they can only do business in one state they're not licensed in another state so they can't do it right so there are a lot of reasons why. that you might want to exclude or include certain areas, but you know that as you get more specific the price goes up, so if you're targeting just men or just women or if you're targeting people who are just over 40 years old or just 24-36 all those specific things will end up raising your prices and how much your ads will cost you so just keep that in mind so let's go ahead and continue with languages obviously this is pretty important I want say you don't want to target languages that maybe there's a big language barrier but for this let's say we're just going to stick with English I mean if we wanted to open up the market even more we could probably include Spanish probably we could include a few other languages that are very common in that area, we're aiming for something else interesting, although I've noticed that sometimes certain languages are under received and underserved tar, so you may end up getting some high converting ads with little competition if you say you're running an ad in New York for a language that's not very common and you know you might not have a lot of competition for that um just an interesting thought there huh let's go ahead let's get on with the budget we also have audience segments here, you don't really need to worry about this right now, so let's go ahead and look at our budget now. when we talk about budget to run google ads you need to think about a couple of things one of them is that you don't have to have the most beautiful, perfect, best converting ad on day one that's ok you need to understand that with marketing with Google Ads is going to take time and any great marketer knows you're not going to have the best ad on day one it takes time and what you have to do is do something called split testing or B testing and over time you test difference rent the ads correctly so maybe try three different ads today and test them see which one works best then start tweaking it and run a variation of that against the original and then do it over and over and over until maybe every time You tweak the ads, you change the ads, they improve 10 percent to the point where eventually, after months, you end up with the perfect ad, or at the very least, maybe after weeks, you end up with the perfect ad. io perfect so this is what every vendor does every good vendor will do this they will tweak it and do these a b tests so how does this relate to budget?
Well, you don't want to spend all your money right away. a small amount of money, look at your overall budget and say, uh, if you have a budget of ten thousand dollars to run ads, then I would suggest that for the first week maybe start very small with a couple hundred dollars and maybe your budget is smaller maybe you only have 500 to run ads then start with 20 30 but this will be your daily budget so lets say for my daily budget from my marketing agency I am willing to spend forty dollars a day this it would be about twelve hundred dollars a month um so you know this might be a little expensive for some people but we're assuming we'll be able to get quite a few clients and that will end up paying this cost of 40 per day okay and then we also want to see how We're bidding with ads right, so what do we want to focus on when running ads on Google?
Do we want to focus on clicks? as many clicks as possible for our website to get them there we can also look for other things like conversions conversion value impressions let's stick with clicks for now that's what most people will be looking for you can also set a maximum cost per bid click limit um and so you need to understand and this isn't really for this video because it's more like general marketing you need to understand how much you're willing to pay for each new customer um and if you have a marketing agency and it says I'm willing to spend a hundred for each new marketing customer. $100 to get that new customer because that customer is worth a thousand dollars to me or whatever is right or you're selling organic protein and you say for every new customer I'm willing to spend ten dollars to get that customer that I don't know what their numbers are going to be , but be sure to find out before you start running ads so you know whether or not it's worth your while to continue running ads so we can set a maximum cost-per-click bid limit. you know you don't want to set this too low because you might not get any clicks but for me you know for my marketing company I don't want to spend more than eight bucks a click which is really high I probably won't even get there but it's just to do I'm sure I won't end up losing all my money very quickly and that's why we also recommend having a low budget for the first week or so, in case something goes wrong you end up spending all your money and you don't get any conversion, so we're going to set that to eight bucks for now, but I think we'll be able to get them much lower than that, so we scroll down and there's a couple more things we can do. extensions for example call extensions we can add a phone number to our ad this could be really nice especially if you are a local business like a plumber or a marketing agency um or a doctor or a lawyer you can put your phone number right there in your ad we can find this to be really helpful conversions say get up to 15 clicks higher i found it much better than that and sometimes people don't even click on your ad they just call they see your number , they call and you don't even know I'll have to pay Google for that, so a little trick for you, so let's go ahead and click save and continue.
You can add your phone number. You can add these other things. You can explore them or you can return to them. later let's click save and continue and we're still at step number one of four but we're going to step number two here which is setting up your ad groups so this is the fun part for some people maybe time is not. funny but to me its pretty funny this is where we find our keywords we are deciding what words we want to target when people google a marketing agency uh what is going to show up good and we are going to show up for marketing agency we want to show up only when people say marketing agency new york we want to show up when people say i need help with marketing so we can decide when we show up in google search based on people are searching so this is our number one ad group that we can set up various ad groups what google has done here in this case is they already populated them for us let's go ahead remove them this is because they looked at our website centralmedia.com and just said oh this is probably what they're looking to post ads and what keywords they're targeting, I'm going to remove them and we're going to start populating them for n our account so this is really important down here you'll see these three different options for how we spell our words correctly so we just have our generic keyword which is a broad match for example if I say marketing agency new york in Right now if someone searches for anything remotely related to marketing agency new york my ad might show up when someone googles this it's a very broad keyword match so I could type in different variations and my ad might still show up , I could write something like maybe advertising agency new york or maybe I would write marketing agency manhattan and my a d could still show up because it's a broad match to this keyword now this is where it gets interesting if we use quotes and say the same thing right marketing agency new york what's so good about this now that we put it in quotes? this tells google ads we only want our ad to appear if we have this phrase match ok so it has to be a phrase match instead of a broad general similarity so for a phrase match someone has to write marketing agency new york or maybe they write marketing agency new york huh or maybe they write um marketing agency new york but they're still using those words that are inside those quotes so we have the potential to come up with our announcement uh when someone writes that so it's a little more specific it helps us avoid the ones that are really broad um I like to be more specific now there's one more we have here and it's using square brackets ok like this than go ahead look down here with square brackets it's t The exact match so this would be the right marketing agency nyc with square brackets around it the best thing about this and the reason why what i like to go and use square brackets almost every time i use google search ads is someone has to type this exactly as it appears here they have to type marketing agency new york and only then will my ad show only then will my ad have the potential to popping this up helps me because it ends up saving me money because I have more predictability because if you go for broad general match and don't put brackets around these ads you could end up having someone looking for something totally different than what you're actually targeting you know instead of knowing Let's say for example someone could write how to start a marketing agency in new york and your ad might appear, you don't want that because all of a sudden you end up having competition, but your ad might still appear if it's a very broad term and you don't have no quo tations or no brackets around it, that's why I like to use brackets, you can target more specific people. icas so let's get going let's fill in some of these here are several ways to find new keywords to run ads there's something called dot keywords io i know neil patel has something that i think uber suggests he has and it's really helpful for finding keywords , you can also go ahead and do a Google search to find the best keywords to run ads on. google and you can find a couple of different tools google has one too.
I'll show you how to use it and find new keywords in just a minute here, but let's go ahead and find a couple more terms that we can use here. ok instead of marketing agency maybe we want to do ad agency right add agency nyc ok and we can start putting a bunch of these i would suggest starting as broad as possible if you are using these brackets i know you and to make sure you get enough search terms like let's say there are only 10 searches a day for an ad agency in new york city that's not going to be very good for you because you won't get too many huh searches overall from of that so we have to fill in a couple more so marketing nyc and let's say maybe we want to target a couple more like brooklyn marketing agency and maybe we'll put some brackets around this or put some quotes around this okay , then we can go ahead and start testing some of these words, they don't have to be the best of all time, as in the place, it's ok if you just complete a few now, re go back and change them and tweak them and find better keywords that you can target well so we populate a bunch of terms here and go ahead we can create a new ad group if you want to start testing things right away we'll stick with one ad group for now though today we're going to click save and continue ok so now we're at step number three of four here we are creating our first ad with google and as we said before this doesn't have to be best ad ever right off the bat so you can start by completing a few things that you think might work and I suggest you do a couple different variations of these so maybe do at least two or three and then do a few tests on them and see which ones work the best and get the best conversions so what google has done is they actually already completed some of these for us so we're going to remove them because and alonethey looked at our domain and said oh this is what we think they want for ads that we don't though I'm going to go ahead and delete all of this ok so now let's start filling in the title so first title Let's say we want it to say something really basic like maybe New York Marketing Agency and maybe in the second title we want something like um 100 percent guarantee right one 100 percent guarantee so as we go along and complete the title and then description, you should remember that sometimes it is not always necessary to reinvent the wheel when trying to run ads so if you are running out of ideas of what words to put in a title you can certainly go and look for inspiration in other ads and other companies now don't go and copy people please don't do that and don't misinterpret the words I'm saying here but when I say this what I mean is you can go ahead and let's say s you have a marketing agency in new york city well it doesnt hurt to go and google maybe london marketing agency toronto marketing agency and see what ads show up there you get some interesting ideas which you know, maybe a few different words or phrases that you didn't think to use before that you could use to mix and match a bit, but definitely don't copy that's that's not see It's all right to do, if you want to do that, you can go and take borrowed different ideas a little bit to inspire you so let's fill in a couple more of these here let's say maybe for another headline we want to do something like increase leads. and maybe for another line, maybe we mean number one voted agency or ad agency in manhattan, right?
Make sure you don't make this up. I mean someone has to vote you number one. I won't use that so we'll have to write maybe nyc not nyu nyc uh and you know we can stick with four headlines for now huh let's go ahead and add some of our description here so maybe I want to add some words like strategic ad agency focused on driving growth maybe in another description we can add some other different words go ahead spend some time thinking about this I'm doing this on the fly here so you know I don't have tons of differences I can't throw ideas right now but let's say that we want to do something like maybe you know double sales so we can add a couple more things if we want but I'm skimming this right now so it will end up saving you a little bit of time so once you figure that out you can go ahead and click on save and continue and now we want to confirm our payment information and once we do this we're actually going to end up in our google like cu Here's where it's going to get pretty interesting and then I'm going to show you a couple more important features once we're actually into our ad account so let's go ahead and fill out our payment information and then we can proceed with okay we just submitted our login information. payment, now our account is activated, let's click continue and now we're going to explore our campaign, it says they're going to review our campaign, it usually takes about an hour so you may have to. sit down for a bit go for a walk whatever and then once it's approved we can edit our campaign and check its progress so let's go ahead and explore our campaign.
This is our Google Ads panel. This is what will appear every time we return to Google Ads. we can see our clicks our impressions our average cost per click and then our overall cost that has run for us here are our campaigns we can see them we can do more campaigns if we want here are our keywords we can add more keywords here on this dashboard they end of tweaking this whole new google bulletin board is brand new you know we did a tutorial on this last year and it looked totally different so it should probably stay that way for a while so here are our different keywords , we also have negative keywords.
So this is a really cool thing: if you want to say you don't want anything to show up for certain things, we can put in negative keywords, so maybe I never want my ad to show up for something li. ke um you know the worst ad agency like where is the ad agency in nyc stuff like that I can go ahead and I can add this to my campaign so we have to select a campaign this campaign let's add it let's click on save so now I can block this word basically I won't show up for this word and you can go and fill this out if you feel like you need to avoid certain things like this so let's go back and click through our campaigns or go back and click the google ads the logo up here to take us back to our control panel what I would suggest doing at this point you've come this far you can run your ads through this control panel what I would suggest doing is follow Go ahead and create a couple of different ads and then try and test those there's a lot of settings there's a lot of testing that's going to be involved it's not something that I can show you specifically in this video here now p Because it's something that's going to take weeks maybe we can do an update on this and I'll show you how these ads work in a couple of weeks.
If you'd like to see that, let me know in the comments section. We can do a more detailed one, but this should really get you started here. your ads i really hope you found some value in this other thing i want to show you though before we finish this really important thing is you go to tools and settings here you see it in the top right hand corner we click tools and settings and then we're going to have something called the keyword planner and so the keyword planner let's click on it this will help us find new keywords and it shows us basically how much people are paying or what the cost is average for the specific orientation. keywords can be so lets say i want to discover new keywords i can also get really great search volume and forecasts right i want to know how many people are searching for a new york marketing agency i can get that information from google because they want to run more ads they want to give you information like that so let's say i want to find new keywords though i can click on discover new keywords and let's say new york marketing agency right? and this is what i want to find. to find new keywords let's click get results and now it'll show us different variations things maybe we didn't think about keywords we may end up targeting in our ads in the future so this seems pretty popular digital marketing we can scroll this over digital marketing agency new york marketing agencies new york city digital marketing agency new york city to the right and then what's really important is we look at average bids how much people pay for these ads and so we can see the low range and high range of how much people are bidding for people to click on their ads and you can see it's pretty expensive I mean this is New York City it will probably be cheaper in your area and if you already know, depending on the business you're running, whether you're running ads for your jewelry business or for your plumbing business, these rates will be totally different based on that, but you know, for example, the digital marketing agency in New York gets between 1,000 and 10,000 searches per month, they have little competition according to Google and the expenses for us are going to be between six dollars and 19.43 per click per person clicking on that, so it's not too bad, it's nice to have this information. and we can add them here using the keyword plan and we can add them to our new ad group we can create a new ad group or we can add them to an existing ad group that we might already have that's why I love the keyword planner keywords.
I suggest you look a little further. You can download them too. You can search. You know different time periods when people search for these. it's just another great feature you can have there so I hope this video was of some value to you, let me know your questions below, you can always PM me on Instagram too. I do my best to answer you. We've been inundated with messages lately, thanks for looking. I will see you all at some point in the future. We have many more ad videos for facebook, instagram, ads, youtube. Lots of videos like that so be sure to subscribe to the channel, leave a like on the video if you already know and I wish you all the best of luck.
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