Okay, I believe we are live. Please give me a moment. I'll make sure everything is working fine and we'll get started. Okay. Everything seems to be working fine and that's what I like. Lovely. Hello everyone. My name is Uzair and today is the 22nd of September, 2020. It's 4 o'clock in the UK. On a gorgeous afternoon, a beautiful late summer's afternoon, I should say!
Nice and bright over here outside and pretty warm for this time of the year. So, I go online every weekday at this time and go through workflows on Google Ads, digital marketing, or pretty much anything to do with online advertising, growing your business lead generation or direct sales. These sessions are aimed at anyone who is running a business and wants to improve their Google Ads or wants to take their Google Ads to the next level.
So, basically pretty much anyone from a beginner level to advance user. So, I can go through tips and techniques as complicated or as easy as you like! These sessions are very informal and obviously free to join in. All you need to do is to login at on this URL, or you can watch this as a recording afterwards, all these sessions are saved and recorded in our YouTube playlist.
If you're new here, I'm going to cover a certain topic at the beginning of the session and then towards the end, I'll answer any questions you may have. So, you see a comment box on either the right-hand side or under your video, so please put them in as we go along and I'll come back to those questions towards the end.
Now following on from last week's session about focusing on a beginner level and the basics of Google Ads. So today we're going to go through some more setup and account configuration stuff where I'm going to show you how to set up your ad groups and sort out your keywords. There is no one way or a right way, I should say where the account should be set up there, lots and lots of different ways where you can set up your campaigns, ad groups, etc. and I'm going to cover a couple of different ways where you can potentially use and improve your performance of your campaigns.
So, a warm welcome and hello to Sandy, Nikhil, Suraj all online. Let me know which country you guys are from. I know Sandy you're in India. It'll be good too, you know, and any questions you might have, please put them in as we go along and I'm going to cover them from the first ones which are sent in.
As-salaam-alaikum Alamgir. I hope you are keeping well. Dubai, India, Pakistan. Okay. Where are our American friends today? Adam? Richard, you're not in?.... Nigeria - Okay, cool, from pretty much all over the world! All right. So, let's log into our session today, but need to make some space.. notepad.. Give me a moment. Hopefully, you'll see that on your screen now, Adam you're here.
Okay. So, we start off with the hierarchy of the account at the top level is obviously your account. Then, you go into your ad campaign level. Now, on the account, you can set up your things like billing, extensions, which you can also set up a campaign or ad group level. But if you've got a simple business where all your extensions are applicable for all your various services, then I would leave it at the account level, negative keyword list which I always say you should have in every account because what you need to do is to apply to all your campaigns and the job is done.
So, every time you put in more negative keywords into your list it will be applied to all your campaigns. Okay. Then from the campaign, you go into the ad group. If you run Facebook ads, it's called ad set, it's the same thing. So, the ad group is where all your ads are grouped in and also your keywords.
Then you have your keywords. Okay, over here. You have your billing as well. That's fine. Okay. So, this is how your account is structured. You can either work from the top, which I would recommend, because first of all, you're going to make the campaign. Then the ad group, then the keywords and in fact, what I should have done, I'll make some room in a bit...
So, you've got ad group one, two, three, you can have as many as you like. Where is my iPad?! Okay. I'm not sure what's the maximum number of ad groups you can have in a campaign. I think it's about 10,000 or something like that. I'll never run out of ad groups in a campaign now, apologise for all these messages popping up.
This is my little one's games, which she has set up somewhere in the background and it is pinging away! All right, then you have under ad groups, you have your keywords and you can also have your negative keywords as well. At the group level, you can also have your extensions. You can have, what else am I missing?
So, I just want to go through the basics. You know, I don't want to go into very complicated stuff where you are putting up lots and lots of things in your campaigns. So, it's just a bare minimum, which you can get it started from and then you can start to run. I want you to walk before you can run.
I don't want you to go at a hundred miles an hour right now. I want you to start slowly if you are new to Google Ads because Google Ads is now a fairly complicated beast. There are so many bells and whistles in here and it's impossible to learn it in a matter of days or weeks, you will need to have some great amount of experience of at least a few months before you start to get the hang of it and how to use the interface.
We've got lots of videos and display lists on this channel and that will hopefully help you grow your expertise in ads. Okay. So, this is the basic structure. So, let us jump into it in a bit more detail. At group level and I'll give you an example of our own business. How I would structure my campaigns. Okay.
Now we do Google Ads or pay-per-click - we do web design, video, photography and so on. Right. So, I can have all four of these in the same ad group, or beg your pardon in the same campaign and then I will have keywords for pay-per-click in there, or web design in there, or video. Now video, we do two types.
One is for video production. One is for video marketing; I'm going to keep them separate. They're completely different sets of services. So, I'm not going to put them in one. Otherwise, I'm not focusing on the keywords and my ads will not be relevant to my keywords and for headshot photography or corporate photography, I'm going to keep one separate ad group or ad groups.
Let's say a pay-per-click will be different to, let us say Google Ads, both are the same thing, right. But to keep the relevancy of the keywords to the ads, I'm going to have them as separate ad groups and this is really important. You need to understand this, that having multiple, you can have as many ad groups as you like.
It really doesn't matter, but keep them separate and then have different ads running in there. So, we will then have our ads. Well, three ads, however many you want to split test per ad group. So, start off with two extended text ads, one responsive search ad and I'm talking about search ads and search campaigns right now. We're not going into video or display or Gmail ads, right now we're just talking about search campaigns and once I've set these up, I can start to run my campaign and see what's happening.
Now, what's going to happen. As you start to run the campaign, you will find, let's say my budget is £100 per day. So, what I might find is if Google Ads or PPC, one of these ad groups is eating up a majority of my budget. This one is only getting ten. This one is getting ten or something, and this one is getting zero.
Then I have a problem because this ad group is not getting a look in by the time this starts to run, the budget has been eaten up. So, what you need to do then is, have campaigns for each... A separate campaign. So, I will have, um, let's say campaign, PPC, Google Ads, web design, and so on. Right. and now I'll give each one of them a separate budget.
Now, this is what we would like to call it, budget optimisation or using your budget a bit more cleverly, because if Google Ads is wasting budget, I can allocate less budget over here and this one PPC is working well and giving me a really great ROI, I'm going to put more budget in there and I will then allocate budgets at each one of these campaign levels.
So, you can see how I've not separated the budget out and then I can see that there's a photography campaign running, not running, whether it is running well or making a loss and you can adjust accordingly. Then the other thing which you then need to do is segment by the device. All right. So, let's say my PPC campaign is working really well.
Yeah, and it's giving me my cost per acquisition at the right amount. So, what I could do then is break this further down into three more campaigns on computer, mobile and tablet and then I will have its own...Let's say my computer is really performing well. I'm going to give it the most budget. This one, mobile is eating up a lot and it's giving me, okay results.
I might give it a little bit less and the tablet is not giving me good results at all. I'll either allocate the least amount or cut it out completely and pour that budget into a profitable campaign. But now I've increased my budget. I can buy more clicks and get more conversions and this is how we then optimise the campaigns even further.
But you can do it two ways. You can either set it up at the beginning. So, you've got same campaign three times, which will be more work for you, but in Google Ads Editor, it is a matter of seconds to do that and you will be able to see straight away, right off the bat, which one is working and which one isn't, or you can let it run, start small, and then expand your campaigns.
Then, what we want to do is to look at how you're going to set up your keywords because there are lots of ways you can set up your keywords in an ad group. So, let's say I've got my keyword as Google Ads. Let's learn Google Ads, right. That's one of my ad groups. So, I could have a phrase match and I will have the same.
I'm just going to short type it, learn Google Ads as an exact and plus learn, plus Google, plus ads, as my broad modified in the same ad group. They're all in one. So, this is what we also call it as SKAGs, single keyword ad group, lots of people run it at this level, but what you can also do is if you want to take it to even more granularity, is you have a separate ad group for learn Google Ads and I will call that as the phrase, and then I'll have the same learn Google Ads, exact and learn Google Ads, BMM.
If you've got, let's say a hundred keywords you're targeting, you're going to multiply that by three because each keyword is made into three ad groups that you will end up with three hundred ad groups. Now, you might think, Oh my God, how am I going to manage and it's not difficult because out of three hundred, you'll have that 80/20 rule, 20 percent of the ad group is going to give you 80 percent of the results and you will find that most of them you'll just keep on putting them off, switching them off as the campaigns are running and you end up with maybe twenty to thirty keywords and ad group, right?
Because one keyword is per ad group. So, this way you can easily see it in under your ad groups dashboard that these ones are not working, I'm going to switch it off and then just keep on going, rather than having to go into each ad group and see which match type of keyword is working or not working.
But this is how I would structure my account. Okay. I'm going to go to the comment box. Now's your chance to send me any questions you would like me to answer. Okay. Let me move this out of the way, okay. Sandy, you're asking about Gmail ads, let me know what you want to know. (Sandy): "If I get one lead through the website, how to retarget them through the mail?" Okay.
You're asking about email. So, you've got a lead, you put them into your database, any email marketing database, and you can send them emails whenever you like, whatever you like. So, that's how that's the whole point of generating leads so that you can reach out to them and you probably heard from every marketer on the planet that the most valuable asset anyone or any company has is their email list.
So, you are growing your email list and once you've got a fair size of emails, you can either upload them to Facebook or to Google and remarket to your customer or your email list. Okay. Anmol, thank you. Thank you for being here and thanks for your kind comment, Adam, "Do you know what metrics impact your top off-page rate?
Absolute top of page rate and impression share performance in the auction insight?" Obviously, your bid and the quality score will be the first couple of things, which I will look at, but the ad rank is calculated by these two metrics and that's how I would look at it and if I'm losing out on the... If you are trying to get to the top of the page, average position because Google does not show the average position anymore.
So, you can just go by the percentage of how many times your ads were shown in the top four or at the absolute top. So, this is how I would do that is, for example, if you are running a campaign for emergency kind of services, you want to be at the top, actually the top two, then you bid a bit more aggressively and then you can work out okay if I'm bidding such and such amount or CPC.
Then, when I acquire a lead, am I profitable or not? Sometimes it's not possible because the customer you are working for, or for yourself, they are not looking, or they don't know the customer lifetime value. So, it is extremely critical that you just don't look at that first transaction value, but you've got to look at the whole customer lifetime value.
I was just talking to someone this morning about this. I said, look, you can't just look at the front end transaction, the money and the profits are in the backend. You've got to have a customer lifetime value of at least about two years. If it's a new business, then you work on some projection. Hi, Mateusz. Good to see you again.
Alamgir, "What if we only use the phrase and exact match?" Yeah, you can. Yeah, no problem at all. I was just giving an example of all three if you want to use it, but if you find the BMM is going crazy and spending lots of budgets, then yeah. Just have two match types in there. But what I should have also mentioned when I was doing the setup of these campaigns is the negative keywords.
You've got to make sure you keep on adding these negatives on a regular basis and now with the system query again, being restricted by Google we're going to see less and less data in there. So, it is extremely critical that you keep a close eye on that. Sandy, "What is my daughter's favourite game?" I think it's Roblox or something like that or Minecraft or God knows what she plays I can't keep up; every week it's something new they get on and then they want to spend money!!!
That's the easiest thing. If you want to make money, make these stupid apps!!! When you get the kids to nag their parents and waste their money in there because you're not selling anything. You're just buying some electronic gift or something, which is not tangible even. As long as they're happy, that's all I want! Adam, "If you want to split test both manual bidding and say TCPA, would you duplicate the campaign level and change the bidding strategy for each campaign there?" Great, great question and I do this all the time.
What you want to do is you start off with the manual campaign and you accumulate the conversion data. Once you've got enough data, make that campaign into a smart bidding campaign and not the other way around, because all you do is you duplicate that campaign and the new one, which has got zero data in it, put it on manual bids.
The one which has got the data. This is extremely important. So, listen carefully, the one which has got the data in it, switch that campaign from manual to TCPA because then that campaign will know exactly that, okay, we are getting conversions at a hundred dollars or fifty dollars or whatever you're buying and it's going to go out and get it and once you feed the right data in there it's pretty good.
You're going to get the results. Nikhil, "How many keywords do we have to set for each ad groups?" Unlimited as much as you want, really. You throw everything on the wall if you want. I don't know whether you've seen my previous videos and live streams. I download the lot six hundred, or it could be six thousand, pick out the best ones don't go overboard because sometimes you'll go crazy putting in very irrelevant keywords or low volume keywords, which you don't want.
What you want to do is to put in as many keywords as you want and because if you are putting one keyword per ad group, it's that easy in Google Ads Editor, whether it is sixty or six thousand, it's going to take you the same amount of time to set up and upload that campaign, (Nikhil): "Which match type would you advise?" Well, test all three and see which one is working and switch off the ones which aren't working.
Mateusz, "Which ad is more efficient, regular or flexible?" I think what you mean by that is the responsive search ad. The RSAs are getting more and more better and because of more data in those ads, you've got ten headlines and four description lines. Google can split test even further. So, you will find that they are starting to perform really well.
But that's what I said earlier on in every ad group, how to extend the text ads and one responsive search ad. You are welcome, Adam. I hope that answered your question. Sandy, "If my product is thirty dollars, but if I'm getting a CPA of fifty dollars for one sale, can I do upsell with them with my seventy dollars for better ROI" Yeah.
So, what you are saying is if your product is thirty dollars, you're selling it and your cost per acquisition is fifty dollars. So, that means you are making a loss of twenty dollars on the first or more because I don't know how much your product costs. So, what you want to do is to work out, okay, if you...
Whenever you get a customer, how many times do they come back to you in the next few months or in the next twelve months? If they come back to you every few months, let's say they're buying a subscription to coffee, or, you know, those razorblades, you are getting recurring monthly income. So, in my case, when I get a Google Ads client, I have, as long as I'm performing and getting a positive ROI, they will stay with me for a long time.
It doesn't mean that if they are paying me ten dollars a month, that is what I'm getting. I might acquire that customer at two hundred dollars a month. It doesn't mean that I've made a loss. I know that once I get a client, I potentially earn two thousand. The money is in the backend, but that's what you need to work out and how you bid and how you acquire your clients, because most customers on Google, not most customers, most advertisers on Google Ads work on the first transaction and on the front end, I'm selling for hundred, but my acquisition cost is sixty or seventy and my product cost is another fifty.
I made a loss, but they don't look at that, they've acquired the customer and then they can remarket to them via remarketing ads, or it could be email marketing, send them special offers on a weekly basis and those of you who have signed up to my newsletter, you know, that we send out newsletters pretty much on a daily basis, five times a week and our unsubscribe rate is very low it's because we send out good quality information.
We don't just sell, sell all the time. Like a lot of customers, a lot of advertisers do people get cheesed off, they're sick and tired of being sold to, even in these sessions, like these it's very little selling. This is all about brand building and building up that trust and when you are ready for somebody like myself, I would like to think that you'll come to my name and my company would be the top of the list and you'd be happy to, you know, to work with us and become our client.
Alamgir, "What's the minimum search volume of keywords would be selected to include in the ads?" I don't like to go less than fifty. Again, this is a very broad question. If you are just targeting a local area and you are already restricted by the radius of where you are serving, then you want to have as many keywords as you potentially want the ones, which you don't have that low volume, running on it.
But if you are going after the world, you will have thousands or tens of thousands of search queries. Then you can pick and choose which one you want. But for local campaigns get as many keywords as you like, because then you're going to expand and reach as many people in that location. Akash...I'm doing very well, Akash, thanks for asking.
Please give some tips for Google phone call ads. It's the same thing, you've got to...especially the call ads, the biggest, the most question, which I am sent is I've set up call ads, I've set up everything. I'm not getting any impressions. It's because you are not bidding up. Call ads are expensive, so don't be scared of potentially paying double or triple the value.
I had one guy say to me, oh for plumbers, he wanted to pay three pounds or five pounds a click. Whereas even the normal search ads are about twenty, twenty-five, thirty pounds a click. So, you won't get anything, but the conversion rate on callers are the best because somebody is talking to you, they are on the call to you.
They are not on a cold website. Websites are very cold with zero human interaction. Somebody will come to your website, fill in a form and go away. But as they made an effort to call you because they saw your ad, they liked your ad, the offer, the price or whatever it was on there, they click that call button and now the ball is in your court to convert them.
So, call ads are good, really good, but you need to be prepared to pay premium dollar for the clicks. Akash. Okay. I've done that. Brilliant. I think I've covered pretty much all the comments and questions. I hope you enjoyed it. I'll appreciate if you give a little thumbs up on the button below the video and I'll be back again tomorrow.
Same place, same time. So, until then stay safe and I look forward to seeing you tomorrow. Bye for now.
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