UPWORD Consulting - Week 8

Google Advertising Campaigns


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Hello, my name is Travis. And I'm going to be showing you how to create a couple of Google Search Ads today. Before we get started, though, we want to make sure that you're in the same view as I am. So if you are following along, it'll be a little bit easier for you can see what I see. In the top right corner, I don't see the option right now, because I'm currently in expert view. But if you're not seeing the interface, the way I see it, you'll probably see a little button around this section here that says switch view or switch mode. When you click that, it should get you into expert view. The other view is called Smart View. And it just takes away some of the some extra options that most people don't really need. When they're creating ads, an expert expert view, it gives you those additional options, so you have a little bit more control and how your ad runs. So to get started, what we're going to do is click this little blue plus icon to create a new campaign, or click new campaign right in the middle here. Now, when it comes to Google search ads, there's three levels. Now when it comes to the Google search ads, there's three levels, there's a campaign level, the ad group level, and then the ad level. In the campaign level, this is where you choose the goal that you have for the ad. And when you choose a goal that guides you through the ad creation process on what parameters to fill in, as well as gives Google the the guidance to optimize for the goal that you're trying to reach. So in some cases, you want to just get website traffic, that's when you'll click this option. And that'll give you the campaign types that are best for getting website traffic, versus something like brand awareness and reach, which gives you display and video campaign types and guides you through the process of creating those, you can see here that there's seven labeled goals available to you. The ad we're creating today, though, is for John's agency, and we'll actually be using the ad copy from previous video where Luke created some really nice with proof and without proof ad copy to be to insert into these ads. The goal for John's campaign, however, is to get more leads, so that he can reach out to potential customers that could be could use the service. So in this case, we'll be choosing leads. And then the the subcategory here is just selecting the campaign type. You'll see the options we have under here are search display shopping, video smart and discovery. You can see the differences here. The ones that I've used the most are search and display. If you're running product ads, shopping is a great one to get onto the Google Shopping Network. Where you can see when you're searching for products at the very top of the page, you'll have a carousel of different products available that you can click through and they'll go right to that product page. It's great great for getting your product in front of eyes that might be interested in that product. You have video campaign types, which allow you to reach visitors on YouTube and other video rich platforms, you'll see smart, which is a really nice option to choose if you really just want to have a hands off automated approach to these ads, there's not really much you have to adjust in those, Google will just start running based on the conversion definitions you have in Google ads. And we'll try to optimize those ads to get as many of those conversions as as you can. And then you have discovery, which runs ads on YouTube, Gmail, and other platforms that just help you get in front of new potential customers. For this ad, we're just going to be doing search because we want to reach the people with the highest purchase or intent or people that are actively searching for the type of service that John's trying to provide, which is a full ecommerce WordPress design service. After you click the Search goal, you'll be presented with a list of ways you can reach that goal. You have website visits, phone calls, store visits, app downloads, lead form submissions, since john has a lead form on his website already, and we've set up a conversion tracking code for people that submit that lead form on their web on the website. We'll be doing website visits. So let's go over to his website. We'll copy his URL, and we'll just paste it in there. You could also include if we wanted lead form submissions and that's kind of nice if you don't have a landing page created You can actually collect customer information right within Google ads that you can then export as a CSV file, and import into whatever whatever CRM you have available to you. Since we do have a landing page, we won't be doing that. But that's a great option if you don't have a landing page created. And you still want to collect some customer information for at some point when you do have a CRM put in place. And we just click Continue. So this is the campaign level, this is where we give the campaign name, we set the targeting, and we include extensions in the ad campaign. So we're going to give this the name of search, consulting. So this section is the network session section. This is where you can choose to have the ad displayed on the display network as well as appear in Search Network. For this case, we'll keep them turned on both turned on since we're not creating a display ad immediately, it'll be just nice to have some extra coverage on display network properties in the meantime, and those Display Network ads just show up as text ads, Google has a really nice way of taking the information that you input in your search ad. And presenting it in a way that looks pretty nice on you know, Display Network properties. So make sure those are both checked. Then we click the show more settings just to see what we have available to here. This is where you can set the start and end dates. If you have a campaign that's ending on a specific date, you can actually set that end date, and Google will not spend past that end date, it will stop exactly on that date. This will be an evergreen ad, which means this ad will run until I say we stopped running until I pause it. So we're just going to leave the end date to be none. Alright, next, we're gonna look at the campaign URL options, which allows us to create something called a UTM code that gets inserted into the URL when someone clicks on this ad. And the reason that's important is so that you can have a little bit of control of how you're attributed conversions to this ad, are attributed back to this ad within analytics. So for example, if you go into analytics, and you want to see that this campaign, if this campaign is working well and is getting conversions, we can set UTM parameters, so that we can easily find where how this campaign is doing. So let's go over to this tool that I have. Google has this tool called a UTM. URL Builder, all you have to do is insert the website URL, the campaign source, which in this case is Google campaign medium, which is CPC. Google's as a source and CPC as a medium is already a pre baked bucket in analytics. But I usually enter them in anyway just to make sure that Google knows where to go, where to put these. And then the campaign name, which is this is where you're going to want to be a little bit more specific on what sort of campaign you're running so that you can easily find an analytics. And in this case, we're doing Google CPC consulting search. And then at the bottom here, this is where it actually produces the UTM URL code. In this case, since we're just taking the UTM part of it, we're going to just copy this part leave the the rest of it there, because that's going to be included automatically since we entered that in at the beginning of the campaign. We're just going to paste that in to this section here. So now this this ad will be attributed any conversions will be attributed to this ad with an analytics now. This next option is called dynamic search ad setting. This allows you to enter the domain that Google can then scrape and look for any sort of dynamic information that can fit into a dynamic ad. So dynamic ads are nice because they run based on keywords that Google thinks that people will be interested in your service. So we're going to have one ad group that's just standard, using keywords that we choose. And then we'll have another ad group for debt dynamic search ads, which will basically supplement any keywords that we haven't used or haven't inserted that we know that will convert well into this campaign. For example, If someone searches, something like WordPress consulting services near me, you know, just an example. And we don't have that specific key phrase in our standard campaign, Google will be smart enough to realize, hey, someone still might be interested in this person services based on this the phrasing of this key phrase. So it'll it'll scrape the site, make sure that that key phrase matches kind of what we're looking for. And then it will include dynamic headlines that we didn't create, that will best match that person's key phrasing. So it will actually dynamically insert those headlines, we didn't create them, it just took information from the website, in that domain that we gave it and inserted those headlines automatically. And I always recommend keeping or turning dynamic search ads on because they actually do perform pretty well conversion rates and click through rates tend to be a little bit higher, because Google's algorithm is just smart enough to match up that key phrasing to that person's search intent. So let's go and enter the domain. And that's all you have to do for that a little bit later on, we'll, I'll show you what it looks like when you're creating the dynamic ads themselves. And then we have ad schedule, this, I don't touch until I have a lot more data to go off of. But you can actually set these ads to run in specific times of the day and on specific days. So if you know that you convert really well, for example, between Thursday and Sunday, for whatever reason, for how your business for what your business does, you can actually set these to be on specific days, or in specific time or day or day ranges, and within specific time ranges. But we don't have any data on how these customers search yet, or what time of day, or what days, they're most active. So we're gonna keep this on all days for now until we get that data. Alright, next is the targeting and audiences. This is where you kind of have the ability to get a little creative with how you want your ads to be targeted. For this ad, we're gonna just limit it to the United States. For now, we can set the languages down here, language, obviously, it will just be English, we don't have any localized languages for the website at this time. For length, or for locations, I should mention, you can get pretty specific on what locations you want to reach, you can go down to the city region or even postal code, if you have a very specific, like, say you're providing local services, and you don't really provide anything outside of maybe the city that you're you're living in, you can actually set the the targeting to be just that city, or within a certain mile radius of that city. And then it's always important to look at these location options, you have three different options for the target, you can target people that are in or regularly in the location that you're entering, or people that are searching for the in the location that you are you're targeting. So if someone is if you're providing services in a different city, for example, maybe it's like a travel agency or, or, you know, one of those, EC, those commercials all the time come visit, you know, Sunny sun. So if you're doing an ad for that company or for that, that that entity, you would probably want to search, search interest. So people that are actively searching for your city that probably aren't living in that city, so that you can draw their interest into your advertisement and get them to your website. So that's kind of the difference in most cases, and indeed even is labeled here recommended presence or interest is checked on. But there's those other options if you want to target based on you know, the strategy you're trying to implement. And then we have exclusions. So if there's specific locations that you absolutely do not want to show up in, say there's, you know, just there's like no chance that you'll get conversions in a certain city and you just do not want to bid anything on that city and waste the money, you can actually exclude locations as well, which is pretty important. But in this case, we're going to open it up, leave it at United States for now, until we get some more data on, you know, where people are showing up and where people are searching from and where conversions are happening. Yep, and then we have languages we'll keep it an English because we don't have any localized versions of the website. So English it is and then we have our audiences So you can see here, it's already recommending a couple audiences based on possibly probably past campaigns that we've worked on, or based on what it scraped from our website. But if you go to the Browse section here, you can see all the different options of targeting you have available to you. Yep, demographics. So this is based on, you know, who they are, you know, down to the like, what their parental status is marital status, education, home, ownership, status, and employment status. So, depending on what your strategy is, for this campaign, this might be important to you, you might also have data that, you know, people that are single parents that have this sort of education and are employed are the type of customer that converts the most, you can actually, you know, target those people directly based on the data you have, if that's the strategy you want to run. So it gets pretty powerful when you have the demographic audience selections available to you. We don't have any of that data yet. So we're gonna actually be choosing in market and affinity audiences, if they if any exists that do make sense. For this advertisement, I don't believe there are any affinity affinity audience that makes sense for this one, because they're most of the business services. Audiences exist in market, but I'll just show you affinity just to see what's available. So you have a list of a different kind of like interest based audiences here. So people are interested in sports and fitness technology, food and dining, you know, if you're a pizza company, and you want to target people that are just interested in, you know, food and dining, pizza, people that are foodies, for example, you have these interest based audiences that will help you draw in potential potential new customers that are probably not like actively, like searching like pizza places near me, but are constantly purchasing or searching for things that have to do with food. So see these affinity audiences as more of interest based audience not super actively looking for a product or service, but potentially might convert if they happen to see your ad. I don't I I've done a search on affinity audiences before making this video. And there's not really anything that would pertain to the service that we're providing in this ad. So we're just going to back up and go right into in market. So in here, these are, Google has compiled in market audiences based on the highest purchase intent. So people that are looking for services, or have been searching for services or products that recently that may have to do with what you're providing. So for john service, which is marketing and digital marketing services, we have this nice little section called Business Services. It's a nice healthy sized audience between 10 billion and 1 trillion impressions weekly. So we know it's got it gets a lot of traffic, but we're going to try to hone in on the type of people that we that we target, because we don't provide all these like payroll services, office supplies, we don't do all this. So checking this overarching box would not make sense for us. But I do see advertising and marketing services as a subcategory in here. And the impressions are still pretty high. So this impressions, this doesn't mean that we will be reaching all of these people all the time, it's limited to one your budget, and to how you further target that audience. So the further targeting would be the key phrases, or the the key phrases that are scraped for the dynamic ad. So we'll be reaching a much smaller, you know, pool of people than this that are a lot more targeted to who we want to reach, which is good. But we know this is a nice healthy pool of people that we can draw from. We're just going to drop this down and make sure that there's nothing in here that we need to be so we do provide email marketing services, as well as SEO and SEM services. So we're going to check this full subcategory here as an option. Alright, there was one more audience that we want to look for here that had to do with web site. design services, I believe it's down here. So here we go. Under Business Technology, web services, we have web design and development. So we're going to check that as well because we don't do. I mean, we do provide some of these things. But that's mainly what we do. Mainly what we do is the web design and development and e commerce services. So we're gonna check that. And just to show you how search works, you can also search with Then the whole list of marketing affinity audiences, if you don't want to go and look into each of these categories, you can see if any exist based on the search that you're entering in here. So you can actually see when I type in web, web hosting, domain registration, email marketing services, etc. So it's got a really nice search feature in here, if you don't want to look through every single audience that Google provides, and you want to just hone in on the key, you know, keywords that you're searching for here. And then we're just gonna go back to browse just to show you the other options we have available. This is a new site, it doesn't have any data yet. So we don't have any remarketing or similar audiences automatically created yet. But once your website the site starts getting traffic, this will be an important part of your, your targeting, remarketing and similar audiences. This will take the data from your website and show the people that either visit your website, spend a certain amount of time on your website, or look like someone that has visited your website and might potentially convert at some point. So this is a very powerful audience once you do have the data available. And then combine audiences that takes all the data that you see here, and creates combined audiences based on everything like demographics, affinity in market, it takes all these little data points and combines them into a single person. And then you can really hone in on that, that very specific customer you're trying to reach. But for this ad, since it's brand new, we're just going to be sticking with the website and design development and advertising and marketing services. Now, these are more important for display ads, but they're still important for search ads as well. Because what this does, when we have have audiences for search ads, it will take the keywords that were providing the the platform, and it will change the bidding based on if they are or are not in these buckets. So if we're put like bidding on a key phrase for web design and development, and Google sees that a person searching for that does is in this bucket, it might push the the bid amount a little bit higher, because it knows that hey, this person is, you know, the person that owns us this advertisement, this campaign said this person, that searching that's in this bucket is pretty important to them, because they listed it here. So we're going to up the bid a little bit higher on this key phrase, if if we see that this person may convert at some point. So these audiences are still important for search because it does adjust your bidding based on if that searcher is in one of these buckets. Now, at the bottom here, you'll see observation or targeting, these are the audience targeting targeting settings for this campaign observation that doesn't really narrow down to just people that fit in these buckets, so that if someone that either they don't, Google doesn't have the information on that person to fit in one of these buckets, or that that person just doesn't fit in one of these buckets, but they are still searching keywords or key phrases that we did want to bid on. Observation will say, Okay, I mean, even though they don't show up in one of these web design, development and advertising, marketing services, buckets will still bid on this person, maybe we won't, we won't bid it up as high. But we will, we'll still bid because they are searching for this keyword still. Targeting on the other hand, will only adjust bids, or now narrow your reach to just people that are in these buckets. So in most cases, I keep it as observation unless I absolutely know that you know, the only people that ever convert always show in these buckets, which is not always the case. So just keep that in mind. It's if you have a strategy that you want to be very specific and very have a lot of control over your your, your bidding and your budget. You can choose one of these two options here. So when setting the budget, you might get a lot of questions from clients if you work with clients, about Hey, what's the best budget I should run at? Or how much should I best be spending every day? And that's not always an easy question to answer because one, they might just start be starting out with advertising. And you don't have enough data to justify a bigger spend yet because you don't know what the cost per acquisition is yet. But, for example, let's say you do have that data you do know how much it costs for someone to convert for the most part. For example, say it's $5. If we set the budget to be $20 per day, you'll get home At least four conversions every single day. If that cost per action is pretty stable and has been stayed stable for a while, that's when you can decide to scale your budget up to multiply how many actions happen based on that cost per acquisition. So again, if it's $5 per acquisition, it's been like that for a month, we'll bump this up to $40. And hopefully, we'll we'll potentially double the amount of acquisitions we get every day. That's not always how it happens. But that's kind of how the math works. On the back end, if you have a very stable cost per action doesn't really fluctuate too much, then you can scale up your budget based on that. in John's case, we do not know yet what the cost per action is yet. That's the thing about advertising, sometimes you just have to run the advertisement. And at least just collect data about who clicks on your ads, what the click through rates are, what the conversion rates are, it's never a waste, especially when you're starting out. To run ads, you might want to start a little bit lower on budget, just so you're not spending too much on collecting information. But just keep in mind that when you're running ads, especially in the learning period, between the you know, the five and seven day mark of running your campaign, you may just be collecting data, or Google might just be collecting data, you might not see many conversions come out of it. Hopefully you do, because that'll help Google learn faster and be more efficient, and it's learning. But if anything, you're getting good data, you're finding out how much you have to spend to get a certain amount of people at least to your website. And you'll be able to use that data to make better decisions on how to optimize your ads in the future. So for john, we're going to set the bidding to be conversions, but I'm going to show you the other options we have here. Just so you know what you have available to you. So we have conversions, which is defined by you conversions don't always mean purchases. In this case, conversions are gonna mean website form fills, like people that actually submit a form fill on a specific page on our website. That's how we're defining conversions. In our case, and you define that writing side Google ads, we also have conversion value as the one of the goals here, this is more for if you have, you know, some high value products on your website, and some low value products on your website, you'll be targeting people that are more willing to to convert on those high value products. So someone, if you set this to be max conversion value as the goal, it'll try to target someone, somebody more, if they're willing to spend $200 versus 150. If they're looking at a product that costs $250, it'll bid up and spend more on that person versus the person that's looking at the $150 product. So that's what conversion value is, you can also set it to be a certain percentage return on adspend. So that if you still are interested in that person that is looking at that $150 product, then Google will then try to bid as much as it can until that that return on adspend. Go falls below 1,000%. If that's your goal, and then they'll stop it, it'll give up on that person be like, hey, this person's just too expensive. For this product, we're spending more on this ad than we want to and Google will just back down and then focus just on the ones that will stay within that 1,000% reign. So you can set that that target you can see here, once you have enough data in Google oops, yeah, you can enter a value in here. You cannot do this, though, until you have enough conversion value or conversions in Google for it to know what that customer looks like. So just keep that in mind, you will not be able to do this right off the bat, you'll have to run some conversion level ads before you can start using conversion value. Then we have some other optimization options here clicks, someone might use clicks if they have like a media company that they just want to get traffic to their website and have people see the ads that are on their website. Or if they are just starting out and they want to go very high in the conversion funnel and just reach people that will be most likely to just visit their website. So this gets you a lot of good a lot of traffic. But if you have a very specific intent for that customer or that end user conversions, the better option and then we have impression shares. impression share is a nice option. If, for example, the way I use it is to bid up against competitors. So if I know There's a competitor out there that we want to show up right next to, we can even bid on their their key terms or their key phrases, keyword phrases that they use, or even their actual brand themselves, we can actually bid up right up against their brand and show up, if we want to pay for it higher on the search page than they do impression share allows you to like control if you show up on the first page, or if you show at the absolute top of the page. This is where you can control where you show up on search. But no, you will be paying a little bit higher, the higher, you want to show up. So we're going to go back to conversions because we know that's what we want to target here. And we don't know that, again, the cost per action. So we won't be filling this out yet. What usually when you start running ads, you just open it up and just keep it as conversions until you start getting that data like I talked about. And once you start seeing the the cost per conversion stabilize, it's not going any more past this amount or not going any lower, that's when you can start playing with sending your cost per action. And you can start driving it even even further down. If you know you can buy like you know, slowly decreasing the amount of money you want to spend on that person. But again, in this case, we're just going to keep that unchecked, keep it wide open and just collect some useful data for future optimization use. Alright, so here, I'm going to just pop this open to show more settings. This is where you can define that conversion, like I talked about earlier. So if you have a specific conversion, that you defined yourself, in our case, it's a lead form submission on the website. If you created that conversion action, you defined it using Google Tag Manager, you can go in here and choose that specific action, which we're going to do now select conversion actions, and it's gonna be the Contact Us website option. So this conversion is defined as anyone that goes on that landing page that we lead them to with this ad. And clicks, submit fills out the form and click submit something on the back end, which is called a data layer is pushed to the person's browser. They don't see it, it's just done on the back end. And we have a listener in place that says, hey, if I see this data layer show up, and it only shows up in the situation where this form is submitted, I'm going to check a box that says this was submitted and then tell Google ads that this happened. And that's when the attribution happens. That's when Google ads will get the credit saying, okay, that's that form submission was because of me, because this person visited this ad, within 30 days of clicking on or seeing this ad, it's very important to choose the conversion action, if you have an undefined, you also have this other option called use account level conversion actions. So this will just use any conversion actions that you see in that list there, I'll go back in here. So if I had that first account, level one checked, these are all on the account level. And it'll it'll optimize for all these actions. So if you have a couple of actions, like you have add to cart and purchase, or view content and you know, add to cart, it'll take all those into account. And it'll it'll do all those important for this ad and attribute them as conversions back to this ad. But in this case, we have a specific action we want to be have taken, so it's gonna we're gonna choose that one specifically. For ad rotation, I usually leave us just as optimize, there's no need for me to choose which ads working best because I don't know which ad is gonna work best yet. So I'm gonna leave this as optimized. And now we have ad extensions. These are, I always add ad extensions. Because if the ad itself we created is not enough to get that person to click on the headline or the link in that ad, these extra extensions that appear, might push them to, to at least click on something to lead on to our website and learn about us. So I do have a few already created here that I created previously, that I can check and just move over to this ad campaign. But if you do want to create new ones, now you just click new site link extension, you enter the what you want the headline of the sitelink to show up as two descriptions. And how I usually do this is if it's just a lot one long description, I just cut it into little 35 character parts. And just have a look. It looks like kind of just like a hard return on the preview, which I'll show you in a second. And then the final URL, and another nice feature of sitelink extensions if you want to hone in on which extensions work the best. You can also include URL options, those you TMX parameters here, if you want to specifically find out which extensions work well, you can give each of them different campaign names in the UTM. And use that data for future optimization. Google Ads does a good job at telling you this right within its own environment. So I'm not going to add any of those today. Alright, so I'm going to include actually all of these sitelink extensions. So we have about us blog, contact us our, our work and testimonials. And you can see descriptions on what they look like here. If I click Preview, this is how it looks on mobile, and desktop, I really like how it looks on desktop. So you can see here yet, outside of our headline and description, if someone's still like, I don't even know what this company is, they might be compelled to click about us and learn about our company before they move forward. If they do that, this ad will still get credit for that conversion, if they convert within, you know, 30, that 30 day or 28 day or whatever, attribution periods. So that's why these are important. If they're just not ready to like, click on whatever you said here, maybe they'll be willing to check out some of your other stuff first. So that's why sitelink extensions, and these other extensions are pretty important. And then you can see what it looks like and YouTube here pretty nicely. Alright, so we added some sitelink extensions, call out extensions, this, the best way to describe this is just extra copy, extra value point copy that you can add to your description that will compel that person to hopefully click through. These don't always show up all at once. Google does a good job at showing the ones that it believes that person would find most important. So we're just going to clewd include these five, include as many as you can that talk to the value points that your service or your product provides. For, for example, do you have a product and you have good shipping value, like if you have fast shipping, you know, one day shipping or free shipping over a certain amount, something like that, that's where you would include this because there's small little phrases that will be inserted into that ad description that will help compel that person to convert. And then I'm going to preview here. And this is just what it looks like it shows up right next to the description here. You always want to use that extra copy you have available, because sometimes you just can't get everything you want to say, within the main description, the 90 characters you have available to you. So this is a good option to get extra copy in that that section there. And then we have other extensions here that we probably won't use, because it doesn't pertain to our strategy and what we're trying to do here, but you have call extensions. So you can actually include a phone number, and Google will track people that call your number from this ad. And it'll actually attribute those calls back to this ad, which is nice. And then we have some other extensions here. Lead form extension is the one I was talking about before. So we can actually create a lead form right within here. So we can actually have someone fill out all their information right within this platform without ever leaving this Google ad to, you know, get that customer information and hopefully reach back out to them if they're if they're interested. The reason why we were doing just the landing page one, though, is so that that extra data from that customer is fed back to our website, and we can do some nice remarketing from it. So we're not we're, if we didn't have that landing page, we would certainly be using this. And this is a pretty powerful tool because it's easier for the customer to fill out a you know, a form right within the ad versus going to a website and whatnot. And then you have you know, if you have an app, you have an app extension where you can actually put the the deep link URL of your app or right within here and they can just click install now and it will go right to the app page. For the app that you're trying to promote structured snippet, that's really just extra copy as well. It just is presented a little bit differently. It's a kind of shows up kind of like sitelink extensions, but they're not clickable and then it's not quite like call out extensions where shows up in the description. But we already have both of these already. So we're not gonna use that. And then there's promotion and price extensions that's more product focused. If you have a product feed, you can include data from your products feed right within the ad itself, which is pretty powerful if you're promoting products. Alright, that's the the campaign level Now we're going to save and continue and move on to the ad group level. So we're going to start off by creating the dynamic ad, it's pretty quick and pretty seamless. This, again, this dynamic search ad this, this will take data scraped from your website, and will use the information that it sees on your website to better target people that are more willing to click through and convert on your ads. Again, these work extremely well, you don't need to create your own keywords for this, all you have to do is enter descriptions into this ad once you get to that part. So first, we're gonna give this ad group a name, dynamic. salting, let's call it or salting. And we're just going to use all pages to scrape from because we're, we only provide one service. If you provide multiple services, you might want to separate these into specific web pages. So URLs that contain you know, if you have a URL that has a suffix that's or you know, WordPress consulting, and you want to target people that just visit that part of it, or that are just interested interested in that page. You can enter that here. Or if you have, for example, e commerce, e commerce. Or maybe like social media consulting, if you provide a service at social media consulting, and you have a web page or a suffix URL that ends in that it'll target just people interested in that page, or who have searched pages that are like that page, based on the data that Google scraped from that page. But we're gonna do all web pages, because again, we provide one service, we want to target people that are interested in anything that our website scrapes, or that Google scrapes from our website. And then we'll click Save and Continue. That's really all you have to do for the ad group part of dynamic ads. So here is where we actually create the ad itself, really easy, because here, the headlines dynamically generated based on what Google thinks would work well, the landing page is also dynamic dynamic, dynamically generated. So it'll, it'll present a web page for that end user that is the most compelling based on what Google has seen that customer do in the past. So let's go ahead and grab those. And actually, we're going to go back and create, we're actually going to change this to be with proof, and dynamic. without proof. And the reason we're doing that is actually I just remember Luke created two different ad copy based on if you have proof, so if you had compelling KPIs and numbers that are most likely to get that person to convert, or if you didn't have proof, if you just wanted to say, Hey, we provide this service, and you're just generally trying to reach people using just the service you provide, he created copy for that as well. So we're going to create two different dynamic ads with and without proof here. Alright, so this is the one with proof. So we're gonna go back to the ad copy that Luke created. Scroll up to the if you have proof part. And this is the description right here, these are the headlines, we don't enter those. And again, because they're dynamically created for this one, I'll show you what it looks like when we do create those. But for this case, we'll just paste that whole description in here. And we'll cut it up into the 90 character parts. So he did a really good job at keeping it within the 90 characters for each description part. And you can see what a look like over here. The preview of the ads right over here, and you can see the different properties that will show up on so that's desktop and that's mobile looks really good. So we'll click down on that one. And then we'll do one without proof. Take this description, put in the first one and we'll just cut it up into the two sections. I don't know exactly how we want it to go. up, but I think that looks good. Because either way it's going to show up in this way anyway, we don't have additional descriptions that may replace or, or switch up how the ad reads, it'll show up always in this order, in this case. So this looks really good. We're going to click down on that, Save and Continue. Alright, so we're halfway done, I am going to go ahead and publish this. And we're going to go back and create the the keyword specific or the key phrase campaign next, not the dynamic one. So publish. We're going to go back to all campaigns, we're going to turn this or pause this one. Just because we don't want it running just yet. We want to finish it before we continue on with that, if you click on that, and you see there's no other campaigns in there, just click, click this filter that says unable to switch it to all to all, actually go back, click this filter and change it to all and you'll see all the different campaigns that we have available that we might have created in the past. And then click the one that the campaign that you just created. So this one was search consulting. So you see those two dynamic ads. So we're going to create another ad group. The ad group is what determines if it's a dynamic or a key phrase campaign or key phrase ad group. So on the ad group level, we'll click Add group. So to get started on this standard ad group, we want to first make sure again, that the ad group type is set to standard and not dynamic like it was last time, so we click standard. For this ad group name, we're just going to call it Word Press consulting. And actually, we'll put standard in front just so we know. We're not going to separate the ad groups by with proof or without proof for this one, because the key phrases I believe people will be searching are generally going to be the same. The with proof and without proof for this one will be separated by the ad level. Because we just want to show different ads and determine if people respond better to hard numbers and and hard facts about what you've provided for businesses in the past versus a more generic or general statement about the services you provide. We want to see which one performs well. So we're going to have both of those separated as ads instead. So scrolling down here, this section is really nice, especially if you don't have key phrases created yet. And you're just starting to do those. This is kind of like a dumbed down version of Google's Keyword Planner, which let me show you that right now. It's a really nice tool if you don't have anything planned out yet. So I went ahead and clicked Keyword Planner here, opened it in a new tab. And this is where you can either get search and volume forecasts, say you you did have a lot of keywords already you did a lot of research, you have all these keywords, or maybe you purchased like a list of keywords from an expert that says these are the you know the longtail keywords that perform very well. And you want to just confirm the search volume forecast of those, you can click on this. And you can actually paste or enter the keywords per line separated by commas into this tool. And it'll spit out a volume search, search volume and a plan a forecast for how those keywords performed in the past. Not really how they perform, but how often they show up the competition out there. So how much you would have to bid up against the low in the high end of the the bid amounts. And it gives you a just a nice general confirmation of the type of keywords you're trying to bid against and the bid amounts that you're setting for your your campaign. So let's go ahead and just I'll just show you what that looks like for like a minute here. So I'll just copy the key phrases I have in this Excel spreadsheet I have them in. So yeah, these are all separated by a return and then click get started. So here's the keyword planner to see what the search volume and the competition looks like. It's just useful to see if the key phrases that you're bidding on are worth bidding on, as well as how much competitors bid on those as well. And just it helps you adjust the bidding based on this information. So for example, you see can a keyword or e commerce console thing between 101,000 monthly searches on average. And this is sort of a niche service. So I wouldn't expect a ton of searches versus someone searching for like, like shoe repair, or something that is just a little bit more accessible to a lot more people, I would expect, you know, 10s of 1000s of searches for something like that. For this, it makes sense that this is on the lower end is a more niche service that we're providing. So this is pretty on par with what with what I would expect. And the competition, Titian kind of affirms that because the competition is medium. So it means that, hey, there's a good amount of people also bidding up against you on these key phrases, just keep that in mind. And then you can see on the right here, the low and the high end of those bid rate bid ranges. So on the low end, you're spending about $9.10, to get someone to click on your ad verse, and then the high end, it's around 2685. These are just historical, you know, lows and highs, they're not always going to be these amounts, it might be somewhere in between. But it's just a good way to get an overarching view of what you'll be bidding up against and what your budget should be if you want to see any sort of conversions. So really nice tool to just confirm your keyword plan. The discover new keywords option here is probably the one that new ad creators will be using the most. This is how you find other key phrases or other keywords that will help you reach your your end users or the customers that you want to reach. So we'll just paste the ones that we had already, they only did 10 of them. Because you can have up to 10 ideas or 10. There's a limit of time keywords to get ideas. And then you want to paste your your domain in here as well. And this helps Google scrape the data on your website and just hone in on what you're providing to give you better key phrases to use. So you see the ones we entered here. And if you scroll down, these are all Google created, or Google suggested key phrases that have to do with your service you're providing or the website that you're trying to promote. So you can see it's a really powerful tool, you can see the search volume, the competition, the low and high end. So this will help you add additional key phrases that you didn't think would work that Google saying hey, this, you know, this gets a decent amount of traffic, do you want to bid on this one, and you can add them to your your plan or your campaign at any point. But I'm happy with the ones that we are starting out with. So I'm going to close I just wanted to show you what that planner looks like we're going to close out of that. And go back to our standard ad creation. So this that that tool I just showed you, this is basically that tool. So you can still enter the the domain of your website and then enter the key phrases that you had before into this section. So those are all those key phrases, and then you can get keywords, and it'll just automatically pre fill your keyword section with additional keywords that it thinks would work well. We could be we could use these off the bat, I'm just going to start with the more hard hard hitting key phrases. So I'm going to just delete all these lead all these, we're just going to start with the ones that I entered in there. And the reason I'm doing that is one, these are the ones that I think are the most hard hitting the ones that you know, we want to bid higher up on on any way because I think they're gonna convert the bass these are just in market in the highest and 10 key phrases. And then at some point, one, the dynamic ad we created will supplement that anything we're missing with the key phrases it things would work well. So that dynamic ads taking care of that. And to will get additional data after the learning period on these key phrases in this ad. And then Google will start suggesting other key phrases with with better data. So we can include those key phrases in later. So the optimization period after this ad starts running is pretty important to include and start adding additional key phrases that would work well. So we'll just enter those key phrases in there and then click Save and Continue. Alright, now we're at the part of the process where you create the the ad itself. It's pretty similar to the dynamic ad creation that we had before but this time we actually enter the headlines that we have created from from Luke, that should work pretty well. So start to start, include the final URL that you want to lead people to in the case, we want to lead them to a free strategy session landing page that has the the form that we want them to fill out and submit. Because that's what we're optimizing for just a just a nice little tidbit of information, you always want to lead them to the you know, the place that you want, the call to action has to happen on. For example, if we let them just to the homepage, you know, people may or may not, you know, click on the call to action that you intended for them, or you're just adding extra steps to the call to action. So they might click on this and then click on or fill out the form, we want to lead them directly to that form, because that's what we want them to do. So they're gonna see this nice overview of what we were able to provide scroll down, and they'll see the form itself. So we're gonna go right to that page and make sure that HTTPS is in there. Just as another little tidbit of information, if you don't have that little s there, if your site is not secure, Google will warn you saying that it does value customer protection and wants to make sure the site is secure. And it may actually decrease your ad quality, especially if you're going up against competitors that do have a secure, secure site. Especially if you do have customers that do have a secure site, this might lower your ad quality, and you might lose against your competitors, if you just don't have that little s in there, and you don't have a secure landing page. But we do have secure site. So we're gonna make sure that is all squared away there. Now, let's go grab those headlines that Luke created for us. I'm just going to copy them, actually, I'm gonna copy them one by one all the easier. So websites with impressive ROI. Look, your strategy session. And he kept these all within the 30 character limit, which is awesome, makes our lives a lot easier. So we don't have to adjust anything. Display path, this is just how your your landing page is displayed. It's just a transparency tool. So if customer sees that, like, if you want them to contact you, and you're leading them to the Contact Us page, you can have it say slash contact us, you know. But in this case, we're just going to leave that blank. Some people, you know, that might be useful for them. It's always important just to be transparent with with where this this landing page is leading someone so that when you're when you're more transparent with your ads, the bounce rates are lower exit, exit rates are lower, just being transparent with what your ad what your what you want that person to do with your ad. And we're leading on them to connects you know, so that's just a transparency tool don't have to include that though. And then we have our descriptions. So up to how, just like the dynamic one. And then this one here. So I think that looks really good. This is a really good compelling looking ad. This is the, you know, the final product, let's just make sure this is a period. So yeah, this is what our ad will look like on the desktop side, it looks really good. I think it will actually perform really well, especially with the with proof copy. But we're going to also create the without proof copy just to see what happens, we want to see, you know, if someone happens to see this other ad, at least we're getting data and we can choose to switch one or the other off, depending on how people interact with them. So let's go ahead and save this ad. And right away, we're gonna create one more. Click responsive and switch back to text ads, we're not doing responsive ads, since we do have specific copy we want to use So one more time. We'll go down to the one without proof will copy the URL that we want to promote. Yes, one t headline ROI focus websites. First headline ochre free strategy session. So this one he included free, which is I think a pretty important copy point. Anything that has the word for unit performs pretty little better than ones that don't so this will be a good test to see which one performs better. And then we'll grab the descriptions that we have Perfect. So that's our without proof. advertisement, go and save ad. And we have our ad created. So that's pretty much it, we've created dynamic ads, we create a new campaign with dynamic ads and to with proof and without proof, advertisements, and we're going to actually run them and see how they perform after you know, the learning periods up, just to let you know, after you create your ads, they do have to go under a review, Google does do this more often. The first pass review is usually just a bot that scrapes your ad, make sure that there's no key phrases, there's no copy that is against their terms of use. So some examples of that there's certain housing ads that you're not allowed to, you know, promote some things that have to do with health, you're not allowed to promote, or it's very limited in what you can promote. And it might scale back how often your ad is shown. So don't freak out. If you say, if you see that this is under review, it's pretty common that it does do that at first, and within at least 24 hours, your ad should be running, if it's all squared away. So let's just go back to all campaigns, and make sure we turn that ad on to enable. So we're going to fill this back to all enabled, so we just see that ad. So now this ad will be running after the review period is complete, we can see a nice overview of what the metrics will be measured. And you can see here under status, it's eligible learning. Again, it's still in the review, review period. But after it's done being reviewed, it will be in a learning period for between five and seven days. And Google will just start to show the ads to people that search for our keywords are in those audiences will start collecting click impression, click through rate data conversion data, and feed it back into its algorithm. And we'll hone in on that type of person. So if you have clients, if you if you Yeah, if you work with clients, and they ask, you know, when will we start seeing any sort of, you know, conversions, or when will we start seeing some, some metrics, just let them know, hey, there's a learning period, it's a pretty important period that we don't touch the ad, we just let it run, don't adjust the budget, don't adjust any sort of targeting parameters, just let it do its thing. After this is done saying learning, then we can make some adjustments based on what it recommends in Google, Google will start actually recommending some changes you want to make. Sometimes during the learning period as well, it'll give you a little percentage here, it'll give you your optimization score. If it says like 88%, and it'll pop up here with 88%. With a blue link, you can actually click that and it'll lead you to the recommendations page. That will give you a list of recommendations on what you should do with the ad, including, you know, adding extra keywords, other audiences that think might work well. So just pay close attention to that optimization score on that recommendation section, because it is really important in terms of optimizing your ads. But take that with a grain of salt don't always apply every single recommendation, you see, because based on your strategy, it might not make sense. So not every single recommendation is a must have just use it as a as guidance to what your overarching campaign goals are just throwing that out there as a disclaimer, because sometimes it might suggest keywords that it sees works well for other people that have nothing to do with your business. So you have to be a little bit picky on what you implement back into this campaign and optimization. So just keep that in mind. And then over here, you'll see the conversion rates, the cost per conversion, very important KPIs, you need to make important decisions on optimizing your campaign, or scaling back or increasing budgets. So keep an eye on these. And once you start getting data in, then you can start making extra decisions on other ads you want to run or optimizations you want to include. So I just want to thank you for your time on running, watching how to create Google search campaigns inside the Google Ads platform and we hope to see you next time