All language subtitles for 2,7,Adwords strategies

Hi everyone, I'm Pam Aungst of Pam and
marketing and I'm excited to be here with

you today courtesy of V bout to learn
about Google ads.

Little bit about me.

I have been doing this kind of stuff for

a long time.

I have been creating websites since 1997

focusing on driving traffic to websites
with SEO and PPC and other things since

2005 I speak on SEO, PPC, Analytics and
WordPress at a bunch of conferences and

my main company Pam and marketing has
been in business for over 9 years now.

And I have another company called stealth
search and analytics and both companies

focus on the same things.

Seo, PPC, Analytics and WordPress.

But Pam and marketing works directly with
clients and stealth works on a white

label basis through other agencies.

But enough about me.

Let's get right to the topic of Google
ads.

Alright, so let's start with the basics.

Google ads are the ads that show up at

the top of the Google search engine.

You'll probably notice that the 1st 3 or

4 results are tagged with the word add.

Sometimes it's in Black Lake in this

screen shot here, other times they test
different colors, like recently they've

tested green, but either way it's tagged
as an ad and so the 1st 3 or 4 results

that are tagged as AD are paid for and
the rest of the results that comprise

the. Google results page are not paid for.

Those are the ones that you optimize for
organically with search engine

optimization. But since we're talking about Google ads

here, let's keep going on that.

Now there are other types of Google ads.

The Google ad network can also serve up
display ads as well as YouTube ads since

Google owns YouTube.

For this though, we're going to talk

about the most popular usage of the
Google ad network, which is search ads.

Those are what I just described, the text
ads.

At the top of the search engine, this is
often referred to as SEM search engine

marketing, which is a form of pay per
click PPC advertising.

There are other forms of PPC advertising
as well, Facebook ads, LinkedIn ads, the

YouTube and the display ads that I just
mentioned.

But again, for this purpose we're
focusing on the search or text ads.

They're often called text ads at the top
of the Google search results page.

Google also offers a grant program for
five oh one C three nonprofits.

I'm not going to get tuned depth on this
right now, but I do want to make sure

you're aware of that.

If you are a five oh one C three or you

work with a five oh one C three or you,
just have a nonprofit organization you

love, make sure they know about this
program.

They can get up to ten thousand dollars a
month in free ad credits.

There's a few restrictions and
performance requirements that the account

has to adhere to, but it is a great
program and all nonprofits should look

into it.
I've linked to a video there you can find

on my YouTube channel which is youtube
dot com slash pam and marketing For more

information on that.

But to get back to a standard Google ads

account, let's talk about SEO versus SEM.

As he I'm being search engine marketing,

which is a form of PPC ads and
specifically the form that show up at the

top of Google.

Ok, so on E O search engine optimization,

when you are optimizing your website for
the rest of the results, the non ad

results, that is nice because you don't
have to pay for every single click like

you do with Google ads and it allows also
for an exponential return on your

investment over time.

The more you put into it, the more clicks

you get overtime and your costs remain
somewhat fixed as compared to the linear

relationship. Between paying for a click and getting

that click at the same cost every time.

And so obviously that's the downside of

EM is you have to pay for every single
click.

And also certain industries, depending
upon how competitive the keywords are,

can be very expensive on a per click
basis.

We'll get into that more soon.

To continue to compare SEO and SEM SEO,

they're both challenging and technical in
nature in order to manage them properly.

Seo specifically also has a very heavy
workload across multiple departments.

You need good web developers and
copywriters and PR people to get to help

you acquire reputable and relevant links.

And it's also rapidly changing or not

necessarily changing, like evolving.

It's continuing always month by month to

get more and more and more complex.

On the SEM side for Google ads it's also

challenging and technical to manage, but
it's not as rapidly evolving and it

doesn't require as much cross department
involvement.

You do need to be able to work on your
landing pages, which the about obviously

can help with.

And other than that though for text ads

it's not that many more resources needed
in order to create and deploy ads.

Seo also.

Downside is that it takes a long time to

work anywhere from 3 to 6 to 9 to 12
months before the needle even begins to

move, so that is a hard pill to swallow
for a lot of businesses.

Whereas Google adds one of the big pros
is that you get instant exposure, which

is great for not only generating leads
quickly, but also for running tests.

If you want to test out a new service and
you're not really sure how you know the

customers will respond to it, you.

And run a limited time test on Google ads

and see what happens with it.

So a common strategy since SEO takes so

much time is to rely on seem at first
while ramping up your SEO efforts and

then maybe pull back on your reliance on
seem over time or not.

There is something to be said for being
in both places on the Google search

results at the top and the bottom
especially on mobile and now over 50 % of

searches occur on Google on mobile those.

First four ads take up a lot of space.

There's a lot of scrolling to do before
you get to the number one SEO result.

O keep that in mind as well.

Ok, so continuing on with the basics, the

number one most important thing to do
before deploying a Google ads campaign is

to determine your goals.

What do you want out of this?

You're going to be able to measure
success if you don't have a bar to

measure it by, you know you got to set
the bar.

What do we want out of this?
Is it just brand awareness?

You just want more people to know that
your company is out there?

Is it something else like email?
Subscribers some kind of sign up?

Ebook downloads, leads through?
You know, a lead form or actual purchases

if you have an ecommerce store.

So just have it clearly in mind.

And this sounds so simple, but when I'm
talking to clients and I ask them what

they want to get out of this, sometimes
they start out saying, Oh well, I just

want to get more exposure.

I just want people to know that my

company exists.
And then we start deploying the campaign

and they're spending money and they're
looking at the results and they're like,

wait, how many leads did I get out of
this?

If that is the main goal, then that needs
to be set out as the main goal from the

Get go.
Now that you've determined your goals,

you want to turn to keyword research.

That's one of the most important parts of

putting together your campaign.

You've decided your goals, now you need

to decide which keywords you want to get
found for that you want to pay for.

If your goal is either leads or sales
focused, I would strongly recommend

focusing nearly exclusively, if not
exclusively, on what I call high intent.

To buy keywords.

Those are keywords that are not just

informational in nature.

These are people that clearly have money

in hand and are looking for somewhere to
spend it.

So in the examples here, an informational
query might be pizza or pizza toppings.

People just who knows what they want to
know when they're typing in pizza.

They might want to order, or they might
just be looking for pizza recipes or the

history of pizza.

You don't necessarily want to spend money

on that if you're a pizza place.

Same thing with pizza toppings.

So instead focus on high intent to buy
phrases like pizza delivery near me or

pizza restaurant.
People wouldn't type those things in if

they didn't have money in hand that
they're ready and willing to spend.

So that's what I mean by high intent to
buy keywords.

Also, I'm sure that you only select
commonly used keywords.

A lot of times people try to put
themselves in the customer's shoes and

think about what they might type, and
they come up with all sorts of things.

And then I check it and the data says
that no one searches for that.

So it's important to make sure you're
using keywords that people actually

search for.
There are a couple of different tools you

can use to find that out.

One is the Google Adwords keyword

planner, which is built right into Google
ads but if you haven't been advertising

with Google ads for a while and spending
money with them, they might give you very

vague results like you know some one to
1000 instead of giving you an actual

number. So there's other tools listed here.

Uber suggests which is free KWE Finder
which is partially free and then they

make you upgrade.

Same with SCM Rush, you can run a couple

searches a day and then you would have to
pay for that.

So usually I recommend Uber suggest as a
way to get some more exact search volume

numbers. And what I mean by search volume is the

average number of times per month that
people type in a certain phrase, like in

the example here you can see that it.

Average of three hundred sixty eight

thousand people per month type in pizza
delivery.

So that is really good information to
have to make sure that you are selecting

keywords that people actually type into a
search engine and that you'll actually

get something from.

These tools will also tell you about the

level of PPC competition, and there's a
lot that goes into that.

But Long story short, lower is always
better.

We'll keep it simple for now on that.

Now another important thing you want to

take note of when doing your keyword
research is what are these keywords going

to cost you on a per click basis on
average?

The way that Google Ads works is it's
kind of like an eBay type auction system.

You have to actually outbid the other
advertisers in order to come up higher

than them.
There are a few other things that can

make you come up higher than them other
than bid, but bid is one of the most

important factors in determining.

How high your ad will show O look at the

dollar figures.
If you're using the Google ads keyword

planner, you'll notice two different
figures, one for the top of page bid low

range and the other for top of page bid
high range.

The important thing is the average
between these two and other tools will

give you this information to you much
more simplistically as average CPC

meaning average cost per click.

So if you're looking at the.

Keyword planner just take the average of
those two and that is what you can expect

to pay on average on a per click basis
for clicks on that keyword.

Now this is really important because it
determines the monthly budget you will

need in order to succeed.

With Google ads you have to cast a wide

enough net with these ads because not
every single person that clicks is going

to become a customer and will get more
into that detailed forecasting shortly.

But first just to a quick and dirty
estimation.

Now this is by no means the most
scientific way to do this, but I have

found it to be quite accurate.

If you just take the average CPC.

Again, if you're using keyword planner
and you see two numbers, just take the

average of the two like I did here.

The average between those two is 2$ and

fifty seven cents and multiply it by 200
That's a real quick and dirty estimation

of how much monthly budget you would need
for that specific keyword.

So if you wanted to bid on pizza
delivery.

In this case it would be 514$ a month of
budget needed, roughly needed to succeed

on that.
Now all campaigns require tweaking and

testing overtime.
Each one is different, each one's like a

unique snowflake, so testing is very
important.

It may not.

It probably won't come out to be exactly

this, but this can give you an idea of
what realm you would be in.

So with a 2$ and 57 cent average cost per
click.

It's about 500 a month for that keyword.

If you saw a two twenty five dollar cost

per click, you're going to be, you know,
way higher monthly budget for a single

keyword, so that is something to pay
attention to at this point.

You also want to pay attention to which
keywords you don't want to pay for.

These keyword research tools will show
you a lot of related keywords that people

type in that Google ads may very well end
up showing your ad for if you don't block

the keywords.

They don't want, so start making a list

of keywords that you don't want to pay
for.

Very common ones are free or cheap, or do
it yourself in DIY.

If you're some kind of service provider
that does things for people you don't

really want to pay for clicks from people
who are determined to do it themselves or

used if you only sell new products, those
are some common examples, but definitely

start jotting down the single word pieces
of.

Searches that you see that you would
never want to get found for, and you're

ultimately going to use those to build
what's called a negative keyword list in

Google ads, which tells Google, don't
ever show my ads for word phrases that

contain these words.

That's very important for not wasting

money. Ok, so let's get into a little more

detailed forecasting.
You want to use the Google ads keyword

planner at this point, now that you've
figured out what keywords you want to

have and roughly what monthly budget you
can afford for this or that you would

need for succeeding with your keywords.

And in the Google ads keyword planner

which you can find by going to tools and
then keyword planner in Google ads you

can set your target location and your
target language and it will tell you with

the daily budget.

So you have to take the monthly budget

that you decided upon and break it down
into daily budget.

So just divide by 30 3 for an average
month and enter that and then it will

tell you how many clicks you can expect
to get out of this.

So if I had a daily budget of 41$ and I
wanted to get found for pizza delivery in

New York City targeting all languages, I
could expect to get approximately 430

clicks out of that because my average
cost per click in this tool is saying two

twenty five i calculated in the other one
two fifty.

Seven that's very close that's.

Why I said that was a rough estimation.

This is also anticipating that I'm going
to get a 4 3 %.

Click through rate CTR.

That is the rate at which people will

click on your ad after seeing it, and if
they simply see it, that's called an

impression. O if I spent 960$ which is a daily budget

of 41$ a, day i could expect nine
thousand nine hundred people to see my ad

and approximately 4 3 % of those people
to click on it for a result of 430

clicks. Now keep in mind that the clickthrough

rate tends to start lower and get better
overtime as you optimize the campaign.

So that may start as low as 1 %, maybe
two, one and a half 2 % and you could

expect to be able to work your way up to
4 3 %.

So certainly take that into account as
well.

Next most important thing now that you
have estimated the number of clicks that

you will get from this effort is to
estimate your quantity of leads and very

importantly the cost per lead.

So you can figure that anywhere from 1 %

to 3 % of your clickers will become
leads.

So and that's again same as clickthrough
rate that's after optimizing the

campaign. So it may even be lower than 1 % at

first. But we're just kind of in this case,

we're trying to look into the future and
see is this even viable, can I afford to

do this based on the profit margins of my
product or my service?

So figuring that between, let's say let's
just call it two percent, 2 % of those

430 people that clicked will become
leads.

So that's 8 6 leads.

So you can round that up to 9 for the

sake of simplicity of forecasting.

So if I spent 960$ in a month and I got 9

leads out of that, I have spent on
average 106$ and 66 cents for each lead.

Now that may or may not be acceptable
depending upon what I'm selling and the

profit margin of what I'm selling.

Or if it's a service and not a product,

it might be based on kind of my comfort
level of what I'm willing to pay for a

lead. Or ideally you should try to calculate

your average lifetime value of your
clients based on how long they're going

to stay with you with recurring purchases
or subscriptions.

So that is the next thing.

Really think hard about South, let's say,

and I totally made-up these numbers.

So don't use these as, you know, solid

research. As to what pizza shop profit margins look

like, I don't even know.

I just tried to pick a simple example.

So let's just say that the profit margin
on a single pizza order is 10 %.

So let's say on average people's orders
come to 25$ and after my, costs labor

overhead, food costs, et cetera.

I get to keep 2$ and fifty cents of that

twenty five dollar order, well i mean, if
all I'm ever going to get is 1 order out

of each person, then I spent 166$ and
sixty six cents to make two dollars and

fifty cents that doesn't make any sense
at all and if you are a product business

and your product is kind of a one and
done sale and the customers don't keep

coming back this is where you may find
that.

Either the keywords you selected or out
of reach for your situation and justice

don't make sense, or just Google has.

In general, if you can't find any

affordable keywords for your product,
Google ads might not work for you and

it's really important to try to foresee
see that coming before you start spending

money. Otherwise, as shown here, your money will

be flushed down the toilet essentially,
but sometimes customers become repeat

customers or subscription.

Monthly customers or they keep spending

money with you for a certain period of
time.

So if you know on average how long that
period of time is.

So let's say this is again probably not
the most realistic example, but just as a

forsake of simplicity, let's say that for
each new pizza customer that I get from a

Google ad, I can expect them to order
once a week for a year.

That means that I have.

Spent 106$ and sixty six cents to get a

customer and I made 130$ after a year off
that customer which is a positive profit

margin 23$ and thirty four cents.

It's not too great, but it's profitable

and if I can expect them to or hope them
to stay customer even longer than a year,

then that does make sense.

So it's important to figure out which way

to look at it in your situation and
figure all of this out.

Before you ever spend a penny on Google
ads.

So if you're having trouble, just a quick
test.

I'm a huge fan of thought experiments.

And so if you're having trouble figuring

out what you're willing to pay on a per
lead basis, and you don't necessarily

know what your average lifetime value is
going to be or what kind of cost per lead

you're willing to accept, you can use the
thought experiment called the gun to your

head test.

If somebody put a gun to your head and

said quickly tell me how much you're
willing to pay for a lead right now, or

I'll shoot you, what number would you
say?

And if that doesn't work, then sometimes
I ask clients, you know, OK, well, are

you willing to spend ten thousand dollars
on a?

Lead and, they're like, no, i'm like OK
how about one?

Dollar and, they're like yeah.

And then I kind of work my way down and

wiggle them into the middle into
something that they feel comfortable

with. So that's just a quick tip on for doing

this forecasting of you're having trouble
figuring out what's comfortable to you to

spend on a pearly basis.

You can do a little thinking along those

lines. Alright, so now you have figured out what

keywords you want to advertise for.

You've figured out how much that's going

to cost you on a per click and on a
monthly basis, and you've figured out

what you can expect to see in terms of
what exactly you're going to get out of

that number of sales or number of leads
and the cost per sale or cost per lead.

If that all seems feasible, now it's time
to prepare your content so you can start

putting your ad campaign together.

It's crucial that you put together your

ad copy and landing pages containing the
keywords that you selected.

For example, if I selected pizza
delivery, I should put the words pizza

delivery in my ad copy, meaning the text
that I'm going to type that will show up

at the top of Google.

And I should also make sure those words

are on my landing page.

Landing page meaning the page they're

going to land on after they click the
add.

So other examples here are Caesar salad
delivery.

If I had that keyword, I should not send
that to a page about pizza, I should send

it to a page about salads, and I should
say Caesar salad in my ad.

And so on and so forth with the tiramisu
example there.

So that's extremely important to keep in
mind all along the way.

Because as you start putting your
campaign together, if you start grouping

words with landing pages that don't make
sense, that don't match and you if you

deploy a campaign that way, Google will
give you a low quality score, which means

you will pay more on a per click basis
and have less of a chance of outbidding

your outranking you're competing
advertisers.

So that's one of those other factors
other than the bid.

Amount itself that Google takes into
account when deciding how to order the ad

results. So a tight tight match between the

keyword, the copy in the ad, and the
words on the landing page.

The website page that they land on will
get you a higher quality score and that

will get you a lower average cost per
click and a higher average position.

So this is very important.

Like I said, Google will reward you for

having the relevant keywords.

From your ad campaign on the landing

page. But there's a couple more things that you

need to take into account as well that
Google's algorithms will be looking for,

and that is basically things that
comprise what Google calls a high quality

landing page.

For example, having relevant original

content containing the keywords and what
I mean by relevant is just it's topically

relevant, like sending people to a salads
page when they're looking for salad

instead of a pizza page when they're
looking for salad.

And also, original means that you're not
just copy pasting content from elsewhere

on the web.

Product resellers or wholesalers or

distributors sometimes will copy paste
text from a manufacturer's website and

put it on their landing page.

It's not a good practice.

Google wants you to have unique content
that you wrote yourself on your landing

page. You also want to demonstrate

trustworthiness ways to do this or like
secure payment badges.

Like if you're an online store and you
have a shopping cart and checkout, you

know all those kind of verified by visa
type things or whatever applies to your

case. Those trust badges are very important.

Also just having a secure website that
loads with HTTPS meaning you have an SSL

certificate, testimonials in the case of
service businesses are a huge trust

building factor that should be present.

On your landing page.

It should also be extremely mobile
friendly and easy to navigate and should

also load lightning fast, especially on
mobile.

Those are some things that Googles
automated systems will look for in order

to determine if your landing page is high
quality or not.

Ok, so now that you have figured out your
keywords and your costs and your average

cost per lead, you can expect to get out
of this or per sale and you've figured

out your landing pages.

Give them high quality.

Now it's time to actually build, launch
and manage the campaign.

This is where.

Things get technical.

I mentioned earlier that both SEO and SEM
are technical and complex, and Google

wants to make you think that it's easy
enough.

They'll place sales calls to your office,
have sales people call you and say, oh,

it's so easy to set up a Google ads
account.

And I guess technically they're right.

It's easy to set it up, but it's not easy

to configure it correctly so that you
don't waste a ton of money.

I have a whole checklist of things here
that you should either learn about before

deploying your own campaign, or hire
someone who knows about all these things

already, a person, consultant, or a
company that has a thorough knowledge of

all of these things before anyone to no
one should ever touch your campaign

without being fully educated in all of
these things.

Now I will run through them really
quickly so that you can know what I'm

talking about for each thing.

But again, it's something you thoroughly

want to educate yourself on separately
from this course and each piece of these

things. Make sure you're really comfortable with

them before deploying your own campaign.

So the first thing is tightly themed

campaign structure, ideally having only a
single keyword in each ad group.

And I'm going to switch over to a live
Google ads campaign to show you what I

mean by this and show you the basic
structure of a Google ads account.

So here we have an ad account for a
business coach that has a variety of

different campaigns.
One of them is a display campaign.

That we're not going to get into today.

We are talking mostly about the search.

We're talking entirely about the search
campaigns, the ones that are text ads at

the top of Google search results.

So I'll click into one of these campaigns

as an example.

And now we are looking at our list of ad

groups and you'll see this breadcrumb up
here too.

We'll show that we went from all the all
campaigns view into these small business

coach campaign and now we're looking,
this tells us where we are and that

campaign we're looking at the ad groups.

And if I click into one of the ad groups.

Inside of here you'll see the keywords
for that ad group and you'll notice

there's only two and they're extremely
similar.

You'll also notice punctuation marks
here, which I will explain more in a

moment, but for now we're explaining
tightly themed ad groups.

So if I am in these small business coach
campaign in the small business coach ad

group, I really should only see keywords
about small business coach.

There are also adds in this ad group that
you will see.

Only talk about small business coach, the
exact keyword we had.

So that is what I mean by tightly themed
that keywords about one thing, have ad

copy about that thing with those
keywords.

And also I can tell you these point to a
landing page that says small business

coach and small business coaching all
over it.

So I'll show the next example of that if
we go back to the small business coach

campaign and we go back to ad groups.

So we already looked in this ad group

here. Let's look in this one for retail

business coach, we have a keyword.

Again, I'll explain the punctuation

shortly. We have a keyword for retail business

coach and the ads in this group say
retail business coach as does the landing

pages of different landing page.

So that's what I mean by tightly themed

ad groups.
And in this case, we only have a single.

If we go back to the keywords, we only
have a single keyword in the ad.

Group that is known as Skaggs.

Single keyword ad groups.

That is the best way to ensure that you
are as tightly themed as you possibly can

be. That being said, like I said before we

had two extremely similar versions of the
keyword in one group, so you don't have

to go quite to the extreme of single
keywords in every ad group.

You can put a couple very close variants
in there, but for the most part try to

focus on a single topic per ad group.

For sure. Ok, so Next up we have proper

usage of match types and this is where
I'm going to start talking about the

punctuation that you saw.

But first, high level, what a match type

is basically a version of synonym control
and the first version.

I only list 3 here because I only believe
that three are acceptable, but there is a

fourth and the fourth is the default
which is broad match.

What broad match means is.

A broad allowance of the use of synonyms.

So the example I always use for this one
is if you are a company that only

manufacturers and sells red T-shirts
that's the only thing you sell.

You go and make a Google ad campaign and
you pick red T-shirt as your keyword and

you deploy your ads with broad match.

Google Systems will look at the word red

and then say, Oh well you know, red and
pink are kind of similar.

And it'll look at the word T-shirt and
think, oh T-shirt and tank top are kind

of similar, and you can end up paying for
clicks on the keyword ink tank tops even

though all you sell is red T-shirts So
broad match is very dangerous and pretty

much every campaign I've ever seen using
broad match.

If it doesn't also extensively,
extensively use negative keyword lists,

then it will be wasting money.

So I will show you go back to the ad

campaign here the second match type is a
little bit, it has a little bit more

synonym control to it like retail
business coach here you see there's a

plus sign in front of each word that's
modified broad match and that means that

you're saying to Google Systems this word
that I have the plus sign in front of.

I only want that word, not synonyms of
that word.

So by putting the plus sign in front of.

Retail and business and coach, we're

making sure that we're not going to
accidentally show up for any irrelevant

mix of synonyms that are similar to
either retail or business or coach.

There are also a couple of other match
types that get even tighter and tighter

with your synonym control.

I'll go back to the other ad group where

we had those.

So phrase match is the next one.

That is when you have quotation marks
around the phrase, that means that you

want that phrase in that order, and there
can still be words in front of it or

words after it that the searcher adds to
the phrase.

But you're telling Google with the quotes
that you want only those words in that

order somewhere in the phrase.

And then the last one is exact.

Match these brackets here that is.

The similar type of thing, except it does

not allow additional words before or
after O when bidding on small business

coach with the brackets, we're saying
don't let us pay for people who typed in

anything before small and anything after
coach.

And you'll also see we're experimenting
with two different ways side-by-side

here, two different match types.

So to go back to our list, that is a

really quick run.

True of what match types are, but I think

you're probably beginning to see what I
mean about the complexity of managing

these campaigns and what you need to know
before you start diving in.

There's also selection of appropriate
bidding strategies and amounts.

You can bid a wide variety of different
amounts on each keyword and or you can

let this Google system automate that.

You can also bid based on how much you

want to pay on a per lead or per sale
basis.

It all gets very complex very quickly.

So again, work with someone who knows

these things or educate yourself on these
things.

First, thorough knowledge of Google ad
policies is extremely important because

if you do something like using too much
punctuation in your ad copy, then your ad

will get disproved.

And if you get enough ads disapproved,

your whole account can be shut down.

And that's never a good thing.

As I mentioned also proper use of
negative keyword lists words that you

want to block to never be allowed and
regardless of what your match types are

set to and frequent monitoring of search
terms.

Now search terms are different than
keywords.

The keyword is the keyword that you put
in that you wanted to bid on.

Like the red T-shirt example.

Red T-shirt would be the keyword, but the

search terms which are hidden a little
deeper in the account are the.

Terms that people actually typed in, like
showing the synonyms that they used if

you were allowing synonym usage, like
pink tank top.

So you have to monitor that in a very
regular basis and keep adding to your

negative keywords list and adjusting your
match types according to the stuff you

see in your search terms list that you
don't want to be paying for clicks on.

There's also add extensions,
geotargeting, audience targeting, all

sorts of extra things that can be set up
in the account conversion.

Tracking is one of the most important, if
not the most important thing.

To make sure that you have set up and
have set up accurately so that you know

for sure when someone either completes a
sale or fills out a form on your website

as a result of these ads, being able to
track that is just crucial, absolutely

crucial to being able to make a Google
ads campaign profitable and knowledge of

how to run not only any old A B test, but
knowing when the result.

Of an AB test is statistically
significant, and what I mean by AB test

is running two different things at the
same time.

You should always have two different
copies of your ad copy running at the

same time.
May also want to do AB tests on two

different versions of a landing page, or
two different match types like I showed

before. So that is.

Analyzing the results of that, if you
jump to conclusions too quickly and you

don't wait for enough data on the test to
produce a statistically significant

result, you'll be making erroneous, non
properly data-driven decisions.

So again, we don't have time in this
course to get into every single one of

these things, but that's a quick tour of
what they are and what they mean and

they're importance.
As I said, if you don't know these

things, you can certainly teach yourself
these things or just hire an experience

Google ad specialist or a Google partner
agency.

If you want to teach it to yourself
though, I would highly recommend taking

the Google ads certification tests.

Now you may you know, for your own

business, not really need to be certified
in Google ads, but it's an open book test

experience, so I think it's a great
learning experience to make sure that you

get enough familiarity with the things
that we just.

About before you start spending money and
potentially wasting money on Google ads.

So here's a quick case study to
demonstrate what I was talking about with

the ability to lose money on Google ads,
or really to compare and contrast it

properly managed campaign against when it
was not properly managed.

So this was for an E commerce client that
had set up their own campaign and had

hardly any of those checklists of best
practices in place with.

Upper campaign structure, tightly themed
ad groups and AB testing on ad copy and

match type usage and negative usage, and
they were just, they were getting

something out of it, but not nearly what
they could have been.

So we took over the account and spent the
first month rebuilding it.

And So what you're looking at here is the
so their old version was still running

while we were rebuilding it, so we
launched our version in month two, so our

version as compared to their version got

Thousand nine hundred and ninety two

about twenty seven hundred dollars less
on the ads.

That's a massive, massive, massive
difference.

They were wasting a massive amount of
money by not having this configured

correctly and that was just the first
month.

We continued to improve as we did more AB
tests over time and even just the second

month of us managing it, we had another.

Almost 6000$ increase in revenue and

spent again a little bit less, but less
for even more.

So there, I mean the sum total of the
amount of money they could have been

making off of it by spending less on it
was just like our management fees like

more than paid for themselves.

So keep that in mind when deciding

whether to educate yourself and take the
invest the time and educating yourself or

invest the money in someone who really
knows what they're doing either way.

It is. Whether you do this yourself or
you hire someone, it is very important to

be involved in the monitoring of the
performance of the account.

So if you have outsourced this, that
means having a monthly call with your

Google ads specialist or agency.

And if it's yourself, then just be in

there all the time.

This is not something that should be said

and forget it ever there's always room to
squeeze more and more performance out of

it and to make sure the performance.

Slip overtime.

What does that look like?
Well, at first it looks like checking on

things daily.
It's very important to check daily and

then weekly at a minimum with a full
analysis monthly.

So monitor your search terms closely.

That's the thing we were talking about.

Where because of the allowance of synonym
usage by certain match types, you may be

paying for clicks on the wrong words for
your business.

Monitor your clickthrough rate for all of
your ads and keywords.

Again, that's the percentage of people
that see your.

That end up clicking on it make sure that
it's at least 2 %.

Anything under 2 % is should not be
considered acceptable, so continue to

tweak and optimize until you hit two.

And if you can't then maybe don't

advertise with that keyword.

Also, monitor your cost per click and

cost per lead and conversion rate.

All of the things that I just showed in

that case study example, you have to have
to have to make sure the math works out

for you and your margins, or else you're
just flushing money down the toilet.

So all that being said, if you do want to
run this yourself or even just get a bit

more educated on it so that you can
evaluate how your expert or agency is

doing at managing your campaign.

We do offer coaching and training

services and that is you can find the
details here.

You can email me to book a session if
you'd like.

If you want to just do one off session,
it's one ninety five per hour long

session, or if you really are sure you
want to work on this.

Regular basis.

You can get a bundle of four sessions for

700$ to use over 8 weeks.

So you can meet once a week for four

weeks or once every other week for eight
weeks.

That is personalized one-on-one time with
myself and personalized custom curriculum

for exactly what you need to know.

Maybe you already know all about match

types, but you want to work on landing
page quality, whatever.

Wherever you're at will gear the agenda
to exactly what you need, and each

session is recorded on zoom.

For future reference, so I do tend to, as

you can see in this course brain dump a
lot of information in an hour.

So we want to make sure you have the
ability to go back and review anything

that we worked on together so it always
record the session and send it

afterwards. So that is it.

If you do have any questions, feel free
to email me with questions on either the

coaching program or just the material in
this course.

You can also find me on online on all the
socials, facebook dot com slash pam and

marketing at payment marketing on
Twitter, etcetera, etcetera.

My website ispamandmarketing.com
if you want to reach out that way.

I would love to hear from you about your
experience in this course, if there's

anything that could have been made
clearer.

Or just any lingering questions you have,
please don't hesitate to reach out.