Edu4Sure was taking a workshop on Google Adwords and someone asked if Edu4Sure could create google adwords tutorial as well. This tutorial will help you understand the fundamentals of Google Adwords.
So here we go!
I have quite a lot of colleagues who do business, own companies and want to invest in more. All they want is to get good returns.
When they come to me for my advice to try something better and different, I have only one response to say!
“Try Google AdWords!”
They run these enormous organizations, selling extraordinary items and what do they do? Keep running off and attempt to place their cash in anything, EXCEPT their very own business.
Why not simply sell a greater amount of their items?
Twofold down on what’s now working, rather than beginning to play in a field you know nothing about.
Google AdWords is the easiest way to start pursuing it and through Google Adwords Tutorial, it is easier:
If my colleague wants to ten-fold his invested amount, say $50,000, he can
- Spend thousands of hours trying to become good at angel investing, learn and experience everything about it and wish about landing an investment in the next Facebook which is next to impossible.
- Spend only 100 hours learning and understanding Google AdWords and invest $50,000 in Google AdWords campaigns to make $500,000 worth sales.
Which option seems most likely to work out?
Option 2, it’s so obvious.
In this Google Adwords Tutorial, I will explain Google AdWords with examples and simple steps and show you what it is, how to get started and how to reverse engineer the way to success.
If you know the costs, profits, and margins of your products, AdWords is really easy to understand money’s worth, often boasting an ROI in the hundreds of percentage points.
(Image source: Sponsored Linx)
In this example, for every $100 spent on the advertisements, we would make $330.40 in return.
This way, we could turn $100 into $430.30 and quadruple your money.
An ROI like this is not a rare scenario with AdWords. And, if you get it right, a 900% ROI, as with my colleague who wants to 10x his money, is possible.
Let’s get started with the Google Adwords Tutorial.
My only option of earning money is in SEO – search engine optimization. The first place I start when budding a new site is content and shared links. It’s the very first, go-to strategy I recommend almost all the time.
Except when you need results right now- immediately.
SEO + appropriate content is powerful.
Simply put: It is the most profitable way to scale a website over the long-term. But it takes time and a little bit of patience.
With the usage of Google AdWords is the opposite.
You can get up-and-running in even less than an hour. And if done right, one can start generating new sales at the end of the hour.
What is the best part? It’s performance-based.
Let me elaborate.
When people go to Google, they’re looking for something specific which means they have intent. They’re actively looking to buy something. They’re telling you what they want to buy by typing out words that revolve around your products and services.
That’s why Google AdWords is so powerful and profitable. There’s no better form of SEM (search engine marketing) available out there.
Out of every $3 spent on advertising online, Google earns $1. Advertising is their solitary greatest source of revenue.
Over 95% of their $60 billion of the annual revenue comes from Google AdWords. In addition to that, consider the fact that over one million businesses use AdWords almost all companies are desperately spending money on this.
Google AdWords is an open market where organizations pay to have their business website ranked at the top of the search results page which is based on keywords.
Though Google loves big brands in their organic search rankings, Google AdWords lets you cheat to top the search charts.
Instead of beating around the bush, building up an arsenal of content and links for a few months, we can jump straight to the first position on the results page.
Grubhub, a local pizza vendor can take over #1 from Domino for one of the best keywords in their industry. And then Racca’s Pizzeria which is not even famous can equalize with Domino’s, too.
So even smaller players in the industry can make a huge jump to the top of a SERP, and all it takes is a few minutes as opposed to months or years with SEO.
AdWords also gives you a little bonus. It can help you reveal the ‘money-making’ keywords in your industry. So just by spending a few dollars, you will get an idea of which keywords convert the best and so you can put them in your content and search engine optimization strategy. Through the Google Adwords Tutorial, all of this becomes a cakewalk!
The Google AdWords market works as an auction. People bid money for clicks and results. But that doesn’t mean the highest bid always wins. Google combines the money factor with the quality factor to create the best experience for the user.
Quality ads + strong bid = Win-Win bonus!
It is a huge industry and if you haven’t tapped into its potential, I bet you’d love to know what’s in it for you. Be warned though: Google AdWords is straightforward and monetary, but not easy. This is why, there is a dire need for Google Adwords Tutorial, which helps navigate the whole process.
It takes time to master the art as most companies lose money on it. They are not patient enough to get the required results from pay-per-click advertising. In this Google Adwords Tutorial, we want to help you to start will simple investments.
The three required things to start with:
- Don’t spend excess money. Set a fixed amount to spend. It can be as less as $50, or even $25. That’s more than enough to get started.
- Don’t overcomplicate things. Google AdWords interface is complex and it’s relatively easy to get lost in it and start creating numerous variations of ads. Don’t. Keep it simple. Do as little as the platform allows to begin and is required of a beginner.
- This is by far the most important – have patience. 99% of the people who lose money on Google AdWords simply quit too early. It takes time.
Let’s get started with some basics.
How to Use Google AdWords
Here are some basic terms that you need to know:
A keyword is a word or a phrase the user searches for and then sees your ad. Your ads will be visible for the keywords that you pick and add in the content.
The above figure displays the dashboard, about which we will get into detail later.
Google counts the clicks on your ads and charges you for each click. They also count impressions, which is the number that tells you how often your ad has been shown when users search for that specific keyword.
If you divide clicks by impressions, you get the click-through-rate. This is just the percentage of users who land on your advertised page because they clicked on your ad. This is essential because click-through rate gives an analysis of which ads are working well and which aren’t.
Google wants to maximize its revenue. They’ll show the ad by the organization who bids the highest amount for that specific keyword, with the assumption that all bidders have the same quality score.
Nonetheless, if individuals are offering less for the keyword that you need your promotion to appear for, Google won’t spend your most extreme offer. It upgrades impressions and offers. In this way, you may wind up paying under $2 per click.
Your expense per click, or CPC, would thus be able to be lower than your most extreme offer, particularly if your promotions produce a decent quality score. This is a measurement dependent on the experience that the client has on your landing page, the pertinence of your site and your real advertisement.
Google wouldn’t simply like to show individuals the advertisements from the most astounding bidder – they could be awful promotions. They care about their clients so much that they’d preferably demonstrate to them an increasingly pertinent and better promotion by somebody who saves money since that keeps clients returning to Google.
None of these things matter, however, in case you’re not getting changes. A transformation is another lead or deal, in any case, when all is said in done, it implies the client made the move that you needed them to take.
Now and again, that activity may be an option that is other than a buy. Signing up with their email or entering their data would be instances of different activities.
Organizations often quickly burn thousands of dollars on AdWords pay-per-click advertising, since their budget is set daily and, unless you pause the process, it runs endlessly.
Think of creating 10 various campaigns for different keywords, with a $10 daily budget attached to each. If you let it run for a month, without paying much attention, you’ll have paid a $3,000 bill!
That’s why you need conversions to be sales of a product, to quickly regain the money that you spend on ads.
To make money with ads, you need to sell something or the other.
But first, let’s delve into how Google AdWords works, through this Google Adwords Tutorial.
How much you have to pay and where you’re going to be ranked.
How Does Google AdWords Work?
Back in the past, you could bid on almost any keyword you wanted.
So it was a straight auction that didn’t take into account the relevance between what someone was searching for and what product you were advertising about.
The concept of Quality Score changed all that, though.
This metric combines several factors that effectively determine how relevant your offer is for someone’s search.
It’s highly important to understand the fundamentals through this Google Adwords Tutorial if you’re going to start investing in thousands each month.
Every keyword in your account will get its Quality Score. So even two keywords within the same Ad Group can have different Quality Scores.
The first factor they’re looking for: relevancy.
For example, let’s say someone searches for “snowboard rentals.” Which keyphrase do you think will have a higher ‘relevance’ score?
- “Snowboard rentals Tahoe”
- “Skiing rentals”
Must be simple, right? Even though they’re related, one is a much better fit. This same thing happens, in a campaign when you’re using key phrases like:
- “Snowboard rentals”
- “Snowboard rentals pricing”
- “Snowboard rentals in Tahoe”
They’re all relevant. But depending on the popularity of each, you ideally want to be as specific as possible.
The second factor taken into account is the click-through rate.
Your ads will get ‘impressions’ views and actual clicks. Your click-through rate is the calculation of clicks from these views. A higher CTR usually means that the ad and keyword relevancy is better than others with a lower CTR.
Google will look at your older CTR and forecast upcoming ones to determine how well your ad matches somebody’s search result.
Next, your account history is considered. It’s a minor piece of the pie but plays a role in assisting Google to determine if you’re a legitimate, credible brand with good products and services.
All of these factors mentioned in the Google Adwords Tutorial deal with your actual Google AdWords account. But the other side of the coin is your landing page — or the page people will be redirected to once they click on your ad.
It needs to be relevant to what someone searches. So, a “snowboard rentals” search must bring up “snowboard rental” ads that redirect you to a page that explains or speaks about “snowboard rentals.”
The landing page also needs to be user-friendly. For example, if it’s tough to navigate or seems clumsy in any way, users will bounce.
That’s a negative sign to Google. It means your page, for whatever reason, is not appropriate. And it results for your ‘score’ to take a hit and you’ll either drop below those who have better landing and responsive pages.
It’s an auction, true. But sometimes, if you do it right, you can rank at the top while also paying the least.
Ad Rank is your Quality Score times the maximum bid you’ve selected.
Then, the effective Cost Per Click you’re going to pay is often determined by these scores vs. your competitors.
So Google AdWords will assess your max bid + Quality Scores + ad rank and compare those against your competitors, all in fractions of a second, to determine what you’re about to pay.
Here’s a brilliant visual from WordStream that exemplifies how this works:
The cost per click in your industry might vary based on the demand of people searching or how much the competition is spending.
Consider the automotive industry. It might only set you back a few dollars per click. But in other competitive industries like insurance and law, I’ve seen the cost per clicks that range from $50-100.
That seems so expensive but guess what, with Google AdWords, it’s pretty cheap. If you know what you’re doing, you can still make ten-fold on your money.
Step 0: Setting up with your first campaign
Go to Google AdWords and hit ‘Start now.’
Enter your email and the homepage URL to sing up into your AdWords account. Google wants you to set up your first AdWords campaign after doing that.
First, let’s talk about all the different types of campaigns you can run on AdWords with the help of Google Adwords Tutorial.
Typically, when I say “Pay per Click advertising” I’m referring to the Search Network. This is what we’ve been talking about so far, with the text-based results that show up directly on www.google.com after we perform a search operation.
There’s also a ‘Network’ selection tab that will extend where the ads show up. For example, if we search for one of Google’s partners then the ads are visible on their site, too.
Let’s focus on the search network because of the benefits we’ve already discussed. That means you can expect better results than on the Display Network.
Google Display Network typically shows up on other websites. These are the banner ads that get sent out across the AdSense network on blogs of all the sizes and genres. Google claims that the two million websites on their Display Network can itself help reach about 90% of the internet’s visitors.
We can target blogs and websites within specific mentioned categories. Reaching varied people can help you to improve branding and visibility within an industry.
That way, when users start searching and looking for a product to buy, they recognize your name. A perfect example includes high priced services. People might not feel comfortable spending $10k+ on their very first visit to your site by searching on google.
But after seeing your name around the Display Network and after visiting your site a few times, they’ll finally search when ready to buy.
First, we’ll know how to calculate an AdWords budget that will profitably bring in more than you spend by multiplying the investment. And then we can dive into advanced bidding strategies in this Google Adwords Tutorial.
Step 1: Calculate an AdWords budget
To know how much, you can comfortably spend on AdWords, you just have to work backward.
Let’s say you’re selling bricks and you need two components to work this out: profit per sale and conversion rate.
If a package of 500 bricks costs $200, and, out of $200, you make a $100 profit on each package sold, the $100 will be your profit per sale amount.
Conversion rate is the percentage of people who order when they arrive on your bricks sales page or website.
Consider, for every 1,000 views of the website, 10 people buy, that’s a 1% conversion rate.
Since the advertising on Google costs money, they get a share of it as well.
As a cut for each sale, how much would we be willing to give to them?
If you think making $70 per sale is manageable, then it’s relevant if you pay Google a 30% commission for each successful conversion through AdWords.
Putting everything together will give a maximum CPC.
Max. CPC = profit on converts x commission for Google x conversion rate
In this example, it would be $100 x 0.3 x 1% = $0.30
It means you can spend $0.30 per click on Google AdWords, making $70 per sale.
You just need a few clicks to get started.
Of course, the more data that you have, the more statistically significant and probable it will be. But, this volume of data is something you will get over time and not instantaneously.
If you just get 20 clicks per day, in the initial times, that’s still okay.
At maximum CPC, it would cost us $6 per day, tops. We can run a campaign for 10 days and spend $60.
Now we can improve this performance with multiple bidding strategies.
AdWords provides people with a few different ways to manage these bids and helps you keep track of campaigns at one time as they fluctuate throughout.
For example, you can keep it on Manual CPC to keep control over campaigns. Necessarily, each keyword or Ad Group would have the same bid.
Automatic CPC is an advanced bidding strategy to decrease the amount of time it takes for managing each campaign. Bids can raise or go down on their own depending on different factors.
Let’s take an example. If you want to reach the most amount of people possible, and your impressions start dropping like a rock. In this case, bids can raise a little bit to make sure your ads will continue to be visible.
Conversely, unlike Manual CPC bidding, we can’t set a max CPC bid on different keywords. We will end up trading off some of your budget control.
Enhanced CPC on the other hand, relies on Google’s historical data to help predict where and when to adjust bids to get the best results.
For instance, if a campaign’s performance looks promising it will automatically raise bids to ‘capture’ more results (for less money). Similarly, it will also drop bids if necessary, to help regain wasted ad spend if performance starts to slide.
CPA Bidding is another variation on that, so you pay a Cost Per Action instead of CPC.
In other words, Google will adjust bids to get you the best Cost Per Conversion possible on a campaign.
CPM bidding applies only to the Display Network which is along with remarketing campaigns, too. Here you pay a negligible cost per one thousand impressions.
In this case, you’re paying for eyeballs instead of clicks or conversions. Here, your goals should be a little different.
We wouldn’t use CPM bidding to maximize leads or conversions. But to increase brand awareness and publicize it, first — in a separate campaign — before following up with CPC and CPA bidding on different campaigns to ‘capture’ or convert that new attention.
Those are the most popular bidding strategies. But then each one can be optimized based on bid modifiers.
Three common modifiers are geographic locations, devices, and dayparting.
Geographic locations are exactly what it sounds like. You’re able to create ‘rules’ that raise or lower bids based on the location where somebody is searching from.
For example, maybe people from California will spend more money. Or maybe conversions in Ohio tend to be more expensive.
This modifier will help you remove those differences so you’re not overpaying in one single area. But you’re also not leaving easy money on the table in another.
The same idea applies to the specific device someone is using.
More people are accessing the internet on their mobile devices rather than on Desktop. That means more people are searching on their mobiles, too.
BUT… that doesn’t mean conversions also follow the same trend.
History tells us that, conversion rates on the desktop still tend to be higher than mobile.
You might want to optimize mobile campaigns for driving new awareness or visibility among mobile users. But focus on conversion-driven techniques when people are back at the office.
One of the final most popular techniques is called dayparting. This simply refers to the controlling days and times of the week when your ads show up.
For instance, if you want the leads to call your company, you might want to use a bid modifier so that your campaigns are most aggressive during business hours. This is the exact time frame you want the phone buzzing.
But when it’s midnight and nobody’s manning the phones, we can always back those bids off a bit and let your competition overspend in the meantime.
These are all highly advanced techniques in the Google Adwords Tutorial, that can be used to refine things once you’ve got a little experience under your belt.
Step 2: Pick a keyword
Now that we know that we want maximum keyword price to be in the $3 range, it’s time to narrow down on some keywords.
Peek over to the Google keyword planner and start searching.
Let’s put ourselves in customer’s shoes.
If you were looking to buy bricks online, what would you enter into the Google search engine bar?
Type exactly that.
You can set your product category if required and you can find it. Also, set the appropriate country and language, under ‘Targeting.’
For Google, only choose Google and exclude the network. Hit on ‘Get ideas.’
Once you click on to the keyword ideas tab, you’ll see the monthly search volume analysis for your keywords in that region, plus the average CPC for each one.
From this, you can understand that only 10 people per month in the location search for “buy bricks cheap”, but it costs almost $3.00 per click to advertise for that keyword.
“Cheap bricks,” on the other hand, has 260 searches per month, but costs a mere $0.78, on average.
Always start with branded searches.
These are the easy, ‘low hanging fruit’ terms that are already associated with your institution. That could mean the name of your product or service which you are delivering. OR it could mean a term you’ve come up with to describe what you do or how you do. Throughout the portal, there is a Google Adwords Tutorial which helps in clearing doubts at the moment through detailed notes.
These terms will enable you to net simple changes from individuals who’re as of now searching for you by your name.
The drawback of that, however, is that we’re discussing a really little advertisement in the plan of things in this Google Adwords Tutorial. Rather, you have to follow greater terms from individuals who didn’t know about you yet.
These ‘lower’ or base of the pipe catchphrases convert at a higher rate. Be that as it may, there’s less of them. So you’re going to need to include watchwords from both the center and top of the channel, as well. These ought to be similar subjects that you’ve effectively distinguished in your content strategy.
For example, “marketing automation consultants” might be too small of a market. So you can go and upstream a little bit by discovering relevant terms that already have search demand.
Moz’s Keyword Explorer helps make this discovery process a little easier. For example, start with one search term and it’ll provide a list of recommended suggestions that you can sort by both relevancy and search volume.
SEMrush is another great tool for keyword research. But with a bonus.
You can use a tool like SEMrush to spy on the competition. You can know who is bidding on these same terms you’re researching, and even what ad copy they’re using to target this phrase.
So if you type in “buy car insurance online” for example, you can also export their ad copy to think ahead about what other relevant terms might be appropriate.
We’re just barely hovering on the surface on keyword research.
For instance, you can also look at keyphrase which will be based on:
- Trending – Hop over to Google Trends to see if specific people, places, or locations are gaining steam in the mainstream media
- Seasonality – Around big events that are taking place in the next few weeks
- Site search – Google Analytics will tell you what people are searching for on your site. You just need to know it and give it to them.
The keywords you pick are the most important. But you also need to consider their match types.
Consider you’re hoping to procure “engineers.” So you set up another greeting page and make another AdWords battle to begin driving new building candidates into your framework.
Just a single issue…
When you begin filtering through your initial outcomes, you see that huge numbers of these designers aren’t the correct kind.
You needed “programming engineers.” But rather, you’re getting “electrical designers”, “structural architects”, and that’s only the tip of the iceberg.
Your concern wasn’t only the catchphrase you pick. In any case, more explicitly, the match type you were utilizing.
Google Adwords has three essential match types as explained in this Google Adwords Tutorial:
- Broad: Picks up any word identified with the one you picked.
- Phrase: Picks up the word when utilized as a major aspect of expression.
- Exact: Picks up just when that definite word decision is utilized.
So wide match will pull in the greatest measure of individuals conceivable. While definite will pull in the littlest.
You regularly need parity of every one of the three to get the best value for your money. Excessively few, and you’ll never scale your business. Too much, and you’re overpaying for garbage clicks.
So here’s how you would compose each rather:
- Broad: +software +engineer
- Phrase: “software engineer”
- Exact: [software engineer]
Utilizing a mix of the three-match types will ensure that you get a decent cross-segment of pursuit terms. That is basic, because while you’re offering on watchwords, what you’re paying for is search terms.
These are the words individuals are utilizing when they type into Google and your advertisement gets showed. Also, that is the reason, on the off chance that you weren’t utilizing the best possible match types prior, you began getting a lot of arbitrary — yet kinda related — results for “common” and “electrical” engineers.
So under the Keywords tab, you can search for the Search Terms report and see the majority of the terms you’re as of now paying for (although you haven’t added those to any crusades essentially).
Presently… imagine a scenario where you don’t care for these pursuit terms appearing.
Imagine a scenario where they’re unessential and you’re simply squandering a huge amount of cash paying for these terrible snaps (like the “common” or “electrical” ones prior.
You’ll need to bar them by including them as negative watchwords.
Later in this Google Adwords Tutorial, we’ll talk about a ‘support’ routine to go through all the time so you get these awful catchphrases before they ruin your financial limit.
However, for the time being, simply understand that you can ‘banner’ certain catchphrases inside your crusades that essentially advise Google never to demonstrate your promotions for those again.
These negative catchphrases get put on a rundown that develops after some time. So in half a month, you’ll begin sifting through the majority of the garbage and getting it before it wrecks devastation.
That implies your promotions should just appear for the great stuff. What’s more, your battle ROI ought to increment after some time.
Choosing your spending limit and key phrases is a large portion of the fight. The other a large portion of that figure out what you’re going to pay is the challenge you’re going toward.
Step 3: Check out the competition
Peeking into your competitor’s business will help you understand and determine if it’s easy or not to outrank them.
Remember how Google AdWords also considers quality? You want to know how good your ads have to be to outrank others.
This is also referred to as competitor intelligence.
Go to Spyfu.com and enter your keyword. In this case, it’s “cheap bricks.”
It’ll get you the average CTR (so you know what to expect) and the number of companies who have advertised for this keyword in the past 3 months.
In this case, there’s just 42, which is nothing, considering there are over 1 million companies that are actively advertising on AdWords.
It’ll also show you other keywords that have done well on AdWords.
If we click on “Advertiser history”, even see the actual ads that your competitors use.
In this case, it doesn’t mention bricks in their ads. That means that they shouldn’t be hard to beat.
Let’s pull SEMrush up again to do a competitive analysis. You can use it to find the average, estimated costs are for specific keywords.
You can look up an individual competitor. So start with the 800LB gorilla who’s dominating the SERPs. Then you can go in and look up all the keywords they’re currently bidding on.
With this Google Adwords Tutorial, now you know how AdWords works. You understand the fundamentals of how the ad-based auction determines your pricing.
It’s time to turn those campaigns live now.
Step 4: Make sure your landing page looks decent
You’re about to spend money to get traffic.
You will pay people money to go to your website, in essence.
It has to convert them and encourage them to pay you money.
This means, if your landing page isn’t attractive enough, you’ll lose all of that money. Businesses will only spend $1 converting their traffic for every $92 they spend acquiring it.
After people have redirected to your landing page, would you spend another $92 on them, if that meant they’d end up buying the $300 product? Yes, you would.
Make sure that you’ve done everything to convert visitors, before starting to advertise using AdWords. If you send 1000 people to your landing page through AdWords and convert at 1%, you’ll make $1000 with a $100 product. Imagine increasing the same to 2%.
You’d instantly double the money and be able to spend more on ads and converting more.
Wordstream has come up with a good general article on improving the landing page.
Here are 4 main points to be considered:
- Keep the design simple. Don’t cram the page with tons of videos, animations, and designs that take forever to load.
- Make the headline quite powerful and it should stand out. It’s the first thing that people read. It better be good enough to attract users.
- Write a clear copy. Don’t use complex terms that no one understands. Write as you speak. Be as clear as possible about what you have to offer on the website.
- Use bullet points, pictures, infographics, and other visual elements. Again, don’t overdo it. These things are supposed to help the reader get a better grasp of your message, not become the sole reason for catching their eye or dislike it.
Check out Lyft for a better understanding.
Simple design, clear headline, straightforward instructions.
Another example is Codecademy. Their homepage tells you what you’ll get immediately in a glance. And, that you’ll get it fast.
Both Lyft and Codecademy are perfect examples of conversion-centered design. It makes readers stick to your website. Also, it entices them to click to find out more.
Essentially, pages that combined “more information” and “more action” result in the most confident users.
Otherwise, get that mix wrong and the result is often intimidated, discouraged, or distracted visitors. None of which will buy.
Their study pointed to Zendesk as one of the bad examples. Check out how cluttered the information on this page is:
Now compare that with the simplified one from Campaign Monitor.
When overlooked, the pricing page layout is relatively similar.
The major difference, though, is in the way they showcase the information. Which all takes back to page design.
The next key difference is the copy.
Copywriting is another complex, challenging topic on its own.
So instead, keep this simple framework in mind:
- Problem: AdWords can make you a ton of money. But it’s complex to get started. So always refer to a Google Adwords Tutorial to clear the concepts.
- Agitate: Get it wrong, and you’ll not only waste tons of time, but also tons of money.
- Solution: You can read this in-depth Google Adwords Tutorial to avoid making those mistakes.
This formula helps you focus on keeping someone’s pain points always remembered. It also helps you to match the landing page ‘relevance’ + the keyword you’re targeting + the search term someone used.
How are we getting these pages up?
AdWords’ Quality Score is to grade the landing page relevance. It needs to match the keyphrase you’re going behind.
Multiple keyphrases mean multiple landing pages.
If you’re already working with designers and developers, then there is no issue. But if not, you’re going to need a few extra tricks and tools.
Unbounce solves a lot of these issues, like creating, hosting, and testing new pages. They have a template library with designs you can simply pull off the shelf.
The website builder is a simple drag-and-drop customizer so we can edit or change almost anything about the page without coding.
They also have an advanced feature called Dynamic Keyword Replacement. You can create a single landing page and it will automatically pull in the keyphrase someone searched for using this feature.
In the old days, you’d have to create dedicated landing pages for each major AdWords campaign. That was highly time-consuming.
But that’s not the case anymore with that tool.
Instapage and LeadPages are two good options. Both offer beautiful and attractive templates that you can select with a click. And both provide limited customizations so you can get a new landing page up within minutes.
You pick a beautiful template. Push it live. Flip the switch on your ad campaigns, and then nothing happens.
Visits are coming in, but leads and sales aren’t happening.
What’s going on?
One way to find out is to use CrazyEgg. This tool will help you uncover user behavior — like what people are doing on the page.
So you can see what people are clicking on, how much they’re scrolling, how visitors from Facebook look for different things on your page than from AdWords visits.
It’ll help you get one step closer to figuring out what’s working well enough, and what feature needs to improve.
Now you’ve fixed the page. Leads will start rolling in. You need one final thing to learn in this Google Adwords Tutorial until your AdWords strategy is complete.
Google Analytics is great. But it only will show you a raw number of conversions. That’s why you need something like Kissmetrics.
If you’re already spending thousands each month on AdWords, you need to know which of those campaigns are driving the most buyers.
Campaign A delivers 10 leads. Campaign B delivers only 5.
What matters is how many of those people are eventually paying you.
That might only be 2 for Campaign A. And 3 for Campaign B.
Or Campaign B’s average order value might be higher. You have to go all the way to the finish line to see which campaigns are driving revenue.
Your landing page is designed to convert. It gives people all the information they need. But presents it simply so it’s easy to understand.
Your page’s copywriting follows the simple PAS formula. And you’re able to edit landing pages on the fly once you start seeing how user behavior looks and how many real customers you’re getting.
Now it’s time to go back to the ad setup process.
Step 5: Setting up Your First Google AdWords Campaign
Earlier we set up a daily budget. Let’s go with $6.00 just to give you an idea of how it works.
The next step is to consider where our customers are physically present.
If your business is operating only in the US, but US-wide, enter “The United States”.
Under networks, uncheck the display network. You only want your ad to show up in the Google desktop search results, not on other websites of your industry.
Then, enter your keyword and set your bid to $3.00.
We’re creating a Campaign that will ‘house’ everything. Underneath that, there’s Ad Groups. Then under that, Keywords and Ads.:
You may very well need to begin off with a solitary battle for the time being. In any case, when you get the hang of this, you’ll have different battles. Under each battle, there may be a huge amount of Ad Groups. And afterward considerably more watchwords and advertisements.
Presently there’s a couple of approaches to structure your AdWords account covered in this Google Adwords Tutorial.
Most expert PPC specialists have their own ‘top pick’ one. Be that as it may, there’s no agreement. There’s no ideal arrangement. So we’ll cover a couple of the most mainstream quick, alongside their Pros and Cons, so you can settle on your own choice.
The primary arrangement is by match type.
You’re essentially making one battle for Broad match. At that point another for Phrase coordinate. Lastly another for Exact match.
This current arrangement’s great since it encourages you to rapidly feature execution from those careful terms. So you can change a little spending plan immediately dependent on results.
The drawback is that it regularly turns out to be enormous and complex after some time. So in case you’re a greater promoter with a tremendous item index and are going to drop some coin, you should maintain a strategic distance from this one.
Rather, you may need to arrange crusades around your very own item, brands, and so forth.
On the in addition to side, it makes association simple and you can rapidly give time and cash to whatever you’re attempting to push into the market.
While it makes item association and destinations simpler. However, it very well may be hard to improve what’s going on at a catchphrase level with individual execution.
To wrap things up, are single watchword promotion gatherings (SKAG). These are somewhat extraordinary because you’re truly making autonomous advertisement bunches for every keyword.
In case you will have a huge amount of watchwords… that implies a huge amount of work to arrange and oversee. Be that as it may, that likewise gives a couple of advantages down the line.
KlientBoost originator Johnathan Dane (self broadcasted SKAG sweetheart) features a couple of those advantages:
- It naturally understands for Quality Score and message coordinate without anyone else
- Ads become laser-focused for a solitary catchphrase
- And you’re ready to have more prominent ‘control’ over what traverses (like the quest terms you’re paying for)
The enormous drawback (adjacent to how tedious it gets) is that you have to know which watchwords you’re focusing on while or before setting these crusades up. So there’s not a great deal of space for experimentation.
Every one of these techniques will work. It just relies upon what fits you best. Regardless of which one you pick, however, it’s imperative to see how it will fit into your client’s voyage.
Look at these three inquiry questions:
- Las Vegas
- Las Vegas Restaurants
- Las Vegas Hotel
They’re altogether related. Be that as it may, every individual is searching for something else. The aim changes.
For instance, somebody searching for the primary expression may very well be commonly keen on the city. They’re possibly contrasting it with different spots, like New Orleans, for an up and coming excursion.
Yet, that doesn’t imply they’re prepared to purchase or put down a charge card on a lodging.
The subsequent expression implies that an individual is voyaging, yet at the same time assessing their alternatives. It would seem that they may go Las Vegas without a doubt, however, that doesn’t mean they have an inn selected. Regardless they’re glancing near.
The third and last one is prepared to purchase. They’re currently contrasting travel dates and seeing what inn valuing resembles.
Every one of these three is significant. Be that as it may, the watchwords you pick to pull in each will be extraordinary. The same goes for the advertisements you’re going to in the long run demonstrate to them.
Indeed, everything returns to your own business. You may have a constrained spending plan and need to forcefully follow paying clients.
Or then again perhaps you need to contact individuals prior in their basic leadership procedure to bring down the Cost Per Lead you’ll in the end get.
The fact of the matter is, you need to thoroughly consider how these AdWords crusades will be set up, and which some portion of the channel they’re going to focus before you can jump into the subtleties of making an advertisement.
Which carries us to our subsequent stage.
All that is missing presently is the promotion.
Step 6: Write your first advertisement
All in all, what does it take to compose an extraordinary Google advertisement? A couple of things. Keep reading this Google Adwords Tutorial to know more.
Be exact. You don’t have a great deal of space to communicate. Along these lines, be quick and painless.
Having a one of a kind offer (UVP) makes a difference. It’s a one-sentence portrayal of the advantages for your clients.
Keep in mind the old Domino’s trademark?
“You get new, hot pizza, conveyed to you in less than 30 minutes – or it’s free!”
Image source: ConversionXL
What more could you want when ordering pizza? Fast delivery and it’s still hot when you get it.
Spend some time thinking about how you’re different from anyone else. What can you bring to the table that your competitors don’t?
Capitalize on that.
There’s good news, too.
You don’t have to be original or clever. You just need to mimic what already works.
For example, MarketingExperiments.com ran a study that showed using the same headline copy (more or less) on both your ad and landing page generated 2.5X more leads.
Another test showed that incorporating a number into the headline resulted in a 217% increase in CTR and a 23% improvement in conversion rates.
As such, there are examples to pursue. Equations to copy. When somebody types in, “Los Angeles Tax Attorney,” it implies they need to discover an assessment lawyer in Los Angeles.
So make a convincing ‘snare’ in your promotion duplicate that catches their eye. Ensure there’s a convincing incentive.
In any case, generally, don’t rethink the wheel. Try not to be excessively unpredictable or smart to the detriment of changes.
Counting a suggestion to take action is additionally hugely significant, as well. The most straightforward approach to get individuals to click your promotion is to request that they do as such. Without an unmistakable suggestion to take action, your active visitor clicking percentage will endure.
One system to give your CTA an additional lift is by utilizing force words. These trigger words nearly power prospects to click. They play on our brain science (in any case).
For instance, some of the time it’s smarter to utilize dread. What’s more, in some cases it reverses discharges. The stunt is realizing when to utilize it effectively.
Outbrain found that negative-based features (ones that attention on dangers and errors) got 69% higher navigate rates than positive ones (while additionally beating them half, as well).
So when you’re writing ad text, switching the CTA from talking about saving money to wasting money makes all the difference. Instead of, “Get these money-saving tips now,” it would be, “Stop this 5 brain-dead money making mistakes now.”
Sometimes, the less said the better.
Curiosity is one of the most powerful levers of motivation we have. By piquing people’s interest, by teasing them or asking a question without immediately give away the answer, it creates a little ‘gap’ inside someone’s mind.
One they have to fill.
Curiosity is even a go-to technique from Copyhackers, who once used it to increase clicks by 927%.
Here’s a bad example to learn from.
Look at this ad that comes up for our keyword “cheap bricks”.
Not only do they not include the keyword properly (having it in its true form is very helpful), but there’s also no action that they prompt me to take.
Another key factor is your display URL. This is the green link displayed beneath the title. It can be anything you want it to be, but the domain has to match the domain of your landing page.
You should always include the keyword here, for additional highlighting.
Keeping those factors in mind, create your ad.
How about this?
If our page is wesellcheapbricks.com, we need to make that the display URL as well.
Let’s dissect the ad real quick:
“Get cheap bricks fast” is a headline that doesn’t solely rely on the keyword and thus stands out, but it is also an action people can take, which makes it clickable.
Again, we remove the Http and added “cheap-bricks” at the end, so it’ll be highlighted in the search results and make our ad more relevant to searchers of the keyword.
You only have 2 lines, which isn’t much to get the message across. “Our bricks are cheap and delivered within 2 days.” That’s as clear as it gets. Of course, cheap is always relative, but it sounds good enough to the searcher.
Delivering within 2 days is a bonus that most other brick stores might not offer (let alone mention in their ads).
“Order today.” What more needs to be said? There is no exclamation mark because Google isn’t big on those, but it’s a good prompt to take action.
Have everything? Hit save and continue.
Step 7: Fix the Details
You’ll then land on your dashboard for the first time. First of all, pause the AdWords campaign, so it doesn’t start running just yet.
If you click on the campaign, you’ll see that inside of the campaign, Google automatically created an ad group. With our single ad example, the ad group doesn’t matter. But, when you start running a larger AdWords campaign with multiple keywords, dividing them into ad groups makes your ads management much simpler.
If you click on that, you’ll land on the ad level, where you can see your keyword.
Click on your keyword and set it to phrase match.
At first, Google sets this to wide coordinate. Sadly, that is not very focused on. It implies that clients can type in your catchphrases anyplace in the question.
Yet, on the off chance that somebody scans for “how might I make blocks at home shabby”, they’re not hoping to purchase shoddy blocks, so that is not what you need.
Precise match may be too focused on, however, since it just permits the definite expression, “shabby blocks.”
Typically, state match is a decent choice, since it must contain your catchphrase as a fixed expression, yet can have different terms around it.
On the off chance that clients search “where to purchase modest blocks” your promotion will even now appear.
Presently, all that you have to do is one final thing…
Step 8: Set up conversion tracking
Keep in mind how I said that the majority of this is futile without conversions?
That is the reason you have to follow every single one of them.
How does Google do this?
With a scrap of code.
You put a touch of code on the page clients reach, after effectively purchasing from you, which will let Google AdWords realize that there was a buy each time that a client arrives at the page in the wake of tapping on a promotion.
To set it up, go to “Tools” and afterward “Conversions.”
Click “+ Conversion.”
Now, choose “Website.”
Add the info, basically just a name and the value of the conversion.
Hit “save and continue.” Then. you’ll reach the page with the code snippet.
Just copy the code snippet and add it to the HTML code of your thank you page (the one people see right after making a purchase).
It’ll say unverified in your dashboard, at first, but that will change after a few hours or a day.
Once you’ve set this up, go to the Campaigns tab and let the campaign run.
In any case, imagine a scenario in which you’re a toxic organization.
As indicated by Invoca’s Call Intelligence Index, 70% of 30 million telephone calls began with an advanced station. Telephone calls likewise convert better, as well.
Normal transformation rates may drift around 1-2% on the web. In any case, on telephones, that number is as high as 30-half as indicated by Invoca’s information.
There are two things to attempt.
The first is setting up the AdWords call expansion. This will include a telephone number or call catch to the advertisement itself.
When somebody calls, it will record new rings as transformations inside AdWords (so you can perceive what crusade or even promotion conveyed each telephone call).
Yet, not every person will call the number on that advertisement. They may navigate to the site and peruse around a piece before calling.
Tragically, you will lose the computerized trail from what advertisement conveyed that call. Except if you utilize a device like CallRail to enable you to follow along.
You should simply reorder content on your site (like the AdWords one above).
And after that, you can set the telephone number on your site as the ‘swap target.’
A new unique phone number will be assigned to each visitor, following them from page to page.
That way when someone does call, you instantly know what ad campaign sent them to you in the first place.
Congrats, with the help of Google Adwords Tutorial, you just set up your first AdWords campaign!
Now it’s time to maintain it.
What happens now?
Google will first review your ad before it starts showing it to people. That’s why it doesn’t make a lot of sense to create lots of ads right away.
Once you go into your account the next day and see that your ad has been approved (you’ll also receive an email from Google), you can start creating more ads by copying your original ad.
That way, you can avoid going through the approval process all over again. Go to the Ads tab.
Select your ad, in the checkbox and click “Edit,” then “Copy.”
Then, do the same and click “Paste” (or just press Cmd/Ctrl+V).
Paste your ad and check both boxes.
Then, you can click on your copied ad and modify it. Change the headline and/or copy.
To get results on AdWords, you always need to test different ads against each other. Every Google Adwords Tutorial will emphasize on this.
If you only run one ad and you get crappy results, you can’t possibly know what would have been better, because you can’t compare it to anything.
That’s why you should create at least a second ad on your second day, once the first has been approved.
Extra credit: Regular account maintenance
Your account is up-and-running.
Over the next few days and weeks, results will begin pouring in.
There’s not a whole lot to do until then.
But… there is one last thing to put on your radar before you get too comfortable counting all those new sales.
Over time, you’ll want to continuously maintain, prune, and improve your account. Smaller accounts can wait every month or so. While other big ones I’ve worked on the run through something like this every week.
The goal is to check the health of your campaigns. And quickly fix what’s not working to minimize the amount of wasted ad spend.
So first and foremost, pull up that Search Term report.
You’ll want to run through this report regularly and do one of two things:
- Identify new potential key phrases to add to your existing campaigns, or
- Identify off-topic keywords that you’ll want to add to your negative keyword list so that it doesn’t show up again.
The goal here is to move bad spend to good. Restricting any wasted piece of your budget and instead of putting it behind the stuff you can already see is performing well.
That will give eventually give you a way to compare profitability per keyword.
The next step in this Google Adwords Tutorial is to check ad positions.
For example, if you’re consistently showing up in the first position, you might get away with decreasing your budget a little bit at a time to bring down your Cost Per Lead.
Whereas if you’re showing up in positions 3-4, you’re probably not getting very many clicks. So this time, raise your keyword bids bit by bit to slowly creep up into positions 1-2.
The next step is to create more ads. Ideally speaking, you’d like to see ads performing with a click-through rate (CTR) of at least ~8%.
That means you’ll probably have to test at least a few variations per keyword or ad group to find the one high-performing ad.
In the meantime, feel free to drop or pause the underperformers. Ideally, you’ll have ads rotating indefinitely to test multiple versions. So be quick to pause the losing ones so it won’t continue to pull budget away from your winners.
You can also experiment with new ad extensions during this time, too. For example, sometimes adding a few extensions (whether that’s a phone number or those little yellow stars from product ratings) can improve an existing ad’s performance.
After improving ads, head over to your locations and time of day.
What locations are under-performing? Pull the budget away and put it behind those that are producing.
The same goes for days and times.
What days of the week or times of day are under-performing?
No fancy graphs or stats required. Just common sense once you know where to look.
What after all this?
Sit back and relax.
Turn on your second ad and, once everything is running, do something else. AdWords takes patience.
Check after 24 hours. Then, create more ads and start building your first advertisement groups.
Start tweaking. Read and analyze the data.
It’s great if we can observe and tell which ads get a better CTR, but, if they don’t give conversions, that also doesn’t help you make money.
It might take you a month to get results.
Just follow your ads and analyze the data, as it comes in over the next 10 days.
Then, review, turn off ads that don’t work, add more keywords and double down on what’s performing well.
This Google Adwords Tutorial covers how Google AdWords works. Keep building ads and making money.
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