---Presenter: Reily HalversenSubject: Exploring Google AdsDuration: 00:53:27Quiz: Exploring Google Ads---00:00:05.000 --> 00:00:09.200 - Alright, we're live. Hi everybody. Riley Halverson with 00:00:09.200 --> 00:00:14.975 - clarity ventures and today I'm going to show you Google ads. 00:00:14.975 --> 00:00:18.125 - The ends the ounce ad hoc. 00:00:18.730 --> 00:00:22.498 - Um here's my intro. 00:00:22.500 --> 00:00:30.010 - Looking at. Thank you, So what we're looking at here 00:00:30.010 --> 00:00:35.635 - is the Google ads all campaigns dashboard this dashboard. 00:00:36.200 --> 00:00:40.534 - Aside from course being the first thing we see is highly 00:00:40.534 --> 00:00:45.262 - important because of the four metrics that we can see in the 00:00:45.262 --> 00:00:46.838 - currently non existing graph. 00:00:47.560 --> 00:00:52.770 - Where we can view our clicks impressions? Our average CPC, 00:00:52.770 --> 00:00:59.022 - now Sam, do you remember what CPC stands for? Cost per click. 00:01:00.040 --> 00:01:02.532 - Right on the money and then of 00:01:02.532 --> 00:01:03.244 - course, cost. 00:01:03.940 --> 00:01:10.882 - Generally. You can, if I'm not mistaken, you can 00:01:10.882 --> 00:01:16.870 - click on average CPC or cost and they will highlight in the 00:01:16.870 --> 00:01:22.983 - graph. And Wendy's highlight. You can only see it on the very 00:01:22.983 --> 00:01:28.299 - very bottom, since it's a flat line, it will add that metric 00:01:28.299 --> 00:01:34.501 - into the graph. You want to know what at the very top right you 00:01:34.501 --> 00:01:39.374 - see where it says last seven days. That date range? Yeah, 00:01:39.374 --> 00:01:43.804 - let's click on that. And let's filter by all time. 00:01:48.830 --> 00:01:53.450 - Bottom of the list there. Oh, you clicked on the right area. 00:01:54.630 --> 00:02:00.594 - Oh Let's get y'all some actual some actual data click 00:02:00.594 --> 00:02:06.558 - cost for me as well for the graph and that'll turn on all 4 00:02:06.558 --> 00:02:12.895 - metrics. So here we are able to see all of our campaigns that is 00:02:12.895 --> 00:02:17.875 - search. Display smart campaigns and we can see 4 metrics now on 00:02:17.875 --> 00:02:22.440 - each of those different metrics. You can see the little down 00:02:22.440 --> 00:02:27.005 - arrow, indicating a drop down where we can Willy nilly change 00:02:27.005 --> 00:02:29.910 - what metric we want to look at. 00:02:30.720 --> 00:02:36.622 - Um so if you would like to click on say impressions. The drop 00:02:36.622 --> 00:02:42.070 - down. You can see that there are a number of different metrics 00:02:42.070 --> 00:02:48.426 - that we can view now for us. The most important is our clicks our 00:02:48.426 --> 00:02:54.328 - impressions. Our CTR is another great one to look at and that is 00:02:54.328 --> 00:02:59.322 - our click through rate. You know how often are people actually 00:02:59.322 --> 00:03:00.684 - clicking our ads. 00:03:00.730 --> 00:03:05.224 - Cost per click as well as cost those are really the 5 that I. 00:03:05.780 --> 00:03:12.046 - From a high level overview like to focus on at least on this 00:03:12.046 --> 00:03:19.278 - pain. Now I'm going to walk us down at a high level. What we're 00:03:19.278 --> 00:03:25.336 - looking at on the very far left where we have all the campaigns. 00:03:25.336 --> 00:03:29.996 - We have our search. Display smart campaigns, even further to 00:03:29.996 --> 00:03:36.342 - the left. And here we're able to immediately filter. What type 00:03:36.342 --> 00:03:41.184 - of campaigns were looking for now, smart campaigns. It's 00:03:41.184 --> 00:03:46.026 - something that we haven't flirted with much we've done 00:03:46.026 --> 00:03:51.406 - mostly search and display where smart campaigns are very similar 00:03:51.406 --> 00:03:56.786 - to the responsive ads that we were talking about where 00:03:56.786 --> 00:04:01.628 - Google's algorithm in machine learning will help create and. 00:04:01.670 --> 00:04:05.795 - Taylor display an manage our campaigns based on what we give 00:04:05.795 --> 00:04:10.030 - him. Let's start with search actually there are a lot of 00:04:10.030 --> 00:04:13.264 - search so let's start with display campaigns if you want to 00:04:13.264 --> 00:04:19.671 - just click that. We can see that it filtered down into our 00:04:19.671 --> 00:04:26.139 - display and on our navigation, just to the right of that. We 00:04:26.139 --> 00:04:29.912 - have overview recommendations campaigns. We're going to 00:04:29.912 --> 00:04:31.529 - click on recommendations. 00:04:32.740 --> 00:04:38.380 - Um it might you might not have anything so Google will rate 00:04:38.380 --> 00:04:43.550 - your different campaigns, saying it is 80% optimize and these are 00:04:43.550 --> 00:04:49.190 - the 5 things that you need to do to further optimize your 00:04:49.190 --> 00:04:54.360 - campaigns and it will actually give you a percent score so 00:04:54.360 --> 00:04:59.530 - whenever I'm jumping in, and I have a new campaign running. 00:04:59.530 --> 00:05:03.760 - It's easy to forget things were all very busy. 00:05:03.790 --> 00:05:07.123 - Where Google they're not going to forget and they'll let me 00:05:07.123 --> 00:05:10.153 - know. Hey, you're missing a responsive search ads you should 00:05:10.153 --> 00:05:14.882 - probably add that. So great pain to always look at let's 00:05:14.882 --> 00:05:17.710 - jump down 2 campaigns right below that. 00:05:19.490 --> 00:05:26.270 - Here is where we have a new dashboard that will now break 00:05:26.270 --> 00:05:31.920 - down our individual campaigns and we can close our little 00:05:31.920 --> 00:05:39.830 - Google pop up. Tell them no way Jose so from here, we have the 00:05:39.830 --> 00:05:46.045 - line graph where we have 2 different metrics that we can 00:05:46.045 --> 00:05:52.140 - choose between. Um in those dropdowns and this is if we were 00:05:52.140 --> 00:05:56.936 - to just stay on this chart type. There are additional chart 00:05:56.936 --> 00:06:02.168 - types. You can see that each one of those are dropdowns within 00:06:02.168 --> 00:06:06.964 - Dropdowns and there's quite a lot of different metrics. We can 00:06:06.964 --> 00:06:12.196 - look at Speaking of metrics. We have all of our columns, there 00:06:12.196 --> 00:06:15.684 - at the bottom displaying information based on the 00:06:15.684 --> 00:06:19.728 - campaigns. That optimization score that's where we're going 00:06:19.728 --> 00:06:24.576 - to see when Google's telling us if it's optimized or not now 00:06:24.576 --> 00:06:29.020 - optimize doesn't mean that it's going to perform well. It just 00:06:29.020 --> 00:06:32.656 - means by Google standards. We are optimized we're doing 00:06:32.656 --> 00:06:34.272 - everything that we can. 00:06:35.370 --> 00:06:38.178 - So these columns. 00:06:38.790 --> 00:06:43.420 - Are highly customizable you can change their placement you can 00:06:43.420 --> 00:06:44.809 - move him around? 00:06:45.470 --> 00:06:52.256 - Um in the to the right of where your mouse cursor is 23 00:06:52.256 --> 00:06:54.344 - over we have columns. 00:06:55.340 --> 00:07:01.016 - And when we click that we're able to actually modify our 00:07:01.016 --> 00:07:04.112 - columns or were able to create 00:07:04.112 --> 00:07:08.908 - different views. On the right hand side campaign budget and 00:07:08.908 --> 00:07:12.718 - status. Those are locked were those were unable to change. 00:07:12.718 --> 00:07:17.671 - However, the ones below that we can say Hey, we want to always 00:07:17.671 --> 00:07:22.243 - see clicks like right away and we want our click. Through it 00:07:22.243 --> 00:07:27.577 - right next to it well, then we could drag CTR in front of or 00:07:27.577 --> 00:07:31.510 - above impressions. And then whenever we apply and save this 00:07:31.510 --> 00:07:38.274 - out. And the bottom left our view, we can see. Now has CR 00:07:38.274 --> 00:07:43.521 - clicks, then impressions. There, like I've said there are so many 00:07:43.521 --> 00:07:45.906 - metrics that we can measure 00:07:45.906 --> 00:07:51.107 - these by. We are primarily gonna learn about click through rate 00:07:51.107 --> 00:07:54.331 - cost per click clicks impressions really all the 00:07:54.331 --> 00:07:59.167 - things that I've already taught you all in our last 2 sessions. 00:07:59.670 --> 00:08:02.545 - But we only scratched the 00:08:02.545 --> 00:08:08.530 - surface. Now, how about we click into that display re marketing 00:08:08.530 --> 00:08:12.733 - campaign? You can click on it right there, yeah? 00:08:14.030 --> 00:08:19.394 - So we see not only have our dashboard changed because now it 00:08:19.394 --> 00:08:25.205 - is filtered at the ad group level, we can see on that large 00:08:25.205 --> 00:08:27.440 - navigation on the far left. 00:08:27.990 --> 00:08:34.024 - Where it's the dark grey it is also opened up like a drop down 00:08:34.024 --> 00:08:37.041 - so we have a quick view there. 00:08:37.060 --> 00:08:41.910 - All of these are paused since the campaign is paused. 00:08:42.430 --> 00:08:49.416 - We've we've heard my stories of gurgle. 00:08:49.600 --> 00:08:53.846 - So we're able to pause at the campaign level and make 00:08:53.846 --> 00:08:58.092 - changes there at the ad group. All the way down to 00:08:58.092 --> 00:09:01.952 - the ad level. You can get very granular with your 00:09:01.952 --> 00:09:06.198 - control here, so these are ad groups that we're looking at 00:09:06.198 --> 00:09:09.672 - Patrick What do you think an ad group is? 00:09:10.950 --> 00:09:17.160 - Well, not group is just a. 00:09:17.160 --> 00:09:22.520 - To target different aspect of your ad campaign. 00:09:22.520 --> 00:09:23.330 - Yep. 00:09:24.860 --> 00:09:29.865 - Um, yeah, that is definitely one of the functions. The easiest 00:09:29.865 --> 00:09:33.505 - way to say it is it's a group 00:09:33.505 --> 00:09:40.824 - of ads. Now it's a a child to the parent 00:09:40.824 --> 00:09:47.844 - campaign. And whether we want to kind of be a little bit more 00:09:47.844 --> 00:09:53.586 - targeted with who we are targeting, or in this case we 00:09:53.586 --> 00:09:58.806 - have display remarketing as this parent umbrella term for our 00:09:58.806 --> 00:10:04.026 - campaign, and within that each ad group dives into the 00:10:04.026 --> 00:10:08.724 - different integrations or E Commerce offerings that we have. 00:10:09.520 --> 00:10:15.428 - Now it can be set up anyway. We want we could have a sage 00:10:15.428 --> 00:10:19.226 - integrations campaign and then have different ad groups for 00:10:19.226 --> 00:10:21.336 - each of the different sage 00:10:21.336 --> 00:10:26.274 - platforms available. Just like campaigns, we can see that we 00:10:26.274 --> 00:10:28.364 - have a list of additional. 00:10:29.380 --> 00:10:33.208 - Metrics that we are able to 00:10:33.208 --> 00:10:40.830 - view. Um always very interesting to see how each and group 00:10:40.830 --> 00:10:42.678 - itself is performing. 00:10:43.280 --> 00:10:48.792 - We do notice on the left near the square check boxes that we 00:10:48.792 --> 00:10:50.488 - have these different circles. 00:10:51.280 --> 00:10:56.642 - And if we click. Yep, the green circle to the left and if we 00:10:56.642 --> 00:11:01.621 - click that we can see it very easilly were able to enable or 00:11:01.621 --> 00:11:06.217 - pause. Our ad group that is something that you know all jump 00:11:06.217 --> 00:11:11.579 - in here and I'll say, Oh my gosh. We have be to be calmer. 00:11:11.579 --> 00:11:15.026 - Solution experts at $300 a conversion. This is madness. 00:11:15.026 --> 00:11:19.239 - We've already spent 3 Grand Ann I might just immediately quickly 00:11:19.239 --> 00:11:23.069 - pause that but then I'm like oh, sis pro integration. 00:11:23.120 --> 00:11:26.210 - Alan looks nice, so mouseover 00:11:26.210 --> 00:11:31.970 - syspro integration. And click on the little. 00:11:32.500 --> 00:11:36.229 - Pencil icon that pops up. Whenever you mouse over an ad 00:11:36.229 --> 00:11:38.540 - group. Yeah, yeah. 00:11:39.330 --> 00:11:43.054 - All it is, is 00:11:43.054 --> 00:11:49.285 - the name. Uh this is something that has forever frustrating me 00:11:49.285 --> 00:11:52.680 - with an words if you only click 00:11:52.680 --> 00:11:59.158 - the. Pencil icon you would think that you get a little bit more 00:11:59.158 --> 00:12:02.670 - granular. But unfortunately that's not the case instead. 00:12:02.670 --> 00:12:04.865 - Let's click the name itself. 00:12:07.590 --> 00:12:12.846 - Now diving in here we see yet again a very similar dashboard 00:12:12.846 --> 00:12:17.226 - something that I love about this platform. Each dashboard from 00:12:17.226 --> 00:12:23.358 - the overview to the campaign to the ad group all the way down to 00:12:23.358 --> 00:12:28.196 - the ads. It's really the same dashboard. It's highly 00:12:28.196 --> 00:12:32.048 - customizable. I have a visual representation as well as. 00:12:32.920 --> 00:12:38.210 - Also highly customizable column pain where I can see the 00:12:38.210 --> 00:12:44.558 - benefits of my hard work that I've put in or hopefully, the 00:12:44.558 --> 00:12:47.203 - benefits and that they didn't 00:12:47.203 --> 00:12:50.762 - fail. So we will 00:12:50.762 --> 00:12:57.750 - start with. Um let's click on one of these if we want to just 00:12:57.750 --> 00:13:01.650 - click and add. Yep, we can just click on that. 00:13:02.360 --> 00:13:04.440 - So this is a? 00:13:05.000 --> 00:13:06.470 - Standard. 00:13:08.030 --> 00:13:12.386 - That wasn't the view. I thought, Alright so let's close that and 00:13:12.386 --> 00:13:14.564 - this time hit the pencil icon. 00:13:15.650 --> 00:13:22.866 - There we go so I know they have to change it up on us don't know 00:13:22.866 --> 00:13:28.403 - why. So here we have the add name. The URL that we want this 00:13:28.403 --> 00:13:33.877 - to go to. But then you see we have that. Add URL options below 00:13:33.877 --> 00:13:38.569 - the final URL. Let's click that drop down on the far left. 00:13:39.430 --> 00:13:43.390 - So you have heard countless times critics an analytic 00:13:43.390 --> 00:13:49.550 - tracking that is what this is you can have this on the add ad 00:13:49.550 --> 00:13:54.390 - group and campaign level. I always say just shoot for the 00:13:54.390 --> 00:13:58.350 - campaign because if you see that little tracking template. 00:13:58.920 --> 00:14:04.764 - If you mouse over the little question mark to the far right. 00:14:06.000 --> 00:14:11.208 - It will actually tell you what it is, and if we wanted to know 00:14:11.208 --> 00:14:16.044 - more. We could even click in there and it will say Hey, the 00:14:16.044 --> 00:14:18.648 - LP. URL is your landing page URL 00:14:18.648 --> 00:14:25.832 - the? ID equals is going to be the idea of your yadda 00:14:25.832 --> 00:14:31.684 - yadda, so on, so forth. We can because critics is its 00:14:31.684 --> 00:14:34.344 - own unique form of tracking. 00:14:35.450 --> 00:14:41.354 - Um URL parameters, it's in the second sentence, Yep. 00:14:42.620 --> 00:14:50.270 - Now here we are able to see some of the 00:14:50.270 --> 00:14:56.390 - different parameters that Google utilizes in its tracking. 00:14:56.500 --> 00:14:59.610 - Under. Custom 00:14:59.610 --> 00:15:05.500 - parameters. Um, I was hoping this would be the list. 00:15:06.450 --> 00:15:13.858 - Um. Maybe not might be under tracking template. 00:15:15.220 --> 00:15:18.680 - Maybe. So. 00:15:19.730 --> 00:15:24.770 - Somewhere out Yonder in the ether that I don't know off the 00:15:24.770 --> 00:15:31.070 - top of my head. It will actually show you a list of all of the 00:15:31.070 --> 00:15:34.430 - different tracking parameters that are available within the 00:15:34.430 --> 00:15:39.050 - template of Google ads. Now it's very similar to Chloritic's. If 00:15:39.050 --> 00:15:41.990 - we want to go back into our 00:15:41.990 --> 00:15:48.295 - Google ads. When you look at that example you can see how it 00:15:48.295 --> 00:15:52.445 - says tracking template dot fu slash. Question mark and then 00:15:52.445 --> 00:15:57.840 - puts a bunch of junk very similar to what our URL is right 00:15:57.840 --> 00:16:03.650 - now, it has a URL. Question mark and then a bunch of junk. While 00:16:03.650 --> 00:16:08.630 - all that stuff at the end of your URL after that. Question 00:16:08.630 --> 00:16:11.950 - mark is a URL suffix or a URL 00:16:11.950 --> 00:16:18.629 - parameter. That is all about tracking anytime you see it 00:16:18.629 --> 00:16:20.965 - tracked. Just a little tidbit of 00:16:20.965 --> 00:16:25.724 - information here. Now we're gonna go skip over from a 00:16:25.724 --> 00:16:31.926 - display ad and let's actually go up and look at the ad above this 00:16:31.926 --> 00:16:36.799 - one. So you want to cancel in the far bottom left. 00:16:37.610 --> 00:16:39.630 - And the top one. 00:16:40.190 --> 00:16:43.280 - Open in in our dashboard still. 00:16:43.830 --> 00:16:49.849 - This. Sorry. Which one 00:16:50.050 --> 00:16:58.042 - The very first ad of the yes. Let's dive into this one. 00:16:58.042 --> 00:17:05.368 - So these ads are fun. It's just like our responsive search 00:17:05.368 --> 00:17:12.694 - ad, but Google actually is able to create a display responsive 00:17:12.694 --> 00:17:20.686 - ad where we supply Google with images as well as some text. 00:17:21.240 --> 00:17:25.322 - If we want to Scroll down a little bit on the left hand 00:17:25.322 --> 00:17:27.206 - side, you see now headlines pop 00:17:27.206 --> 00:17:32.124 - up. And then we have descriptions as well. 00:17:32.860 --> 00:17:35.590 - Where we supply Google with this 00:17:35.590 --> 00:17:41.660 - text? And that rotating image that we see that keeps playing 00:17:41.660 --> 00:17:46.670 - these are just random examples that Google is generating based 00:17:46.670 --> 00:17:51.680 - on the images and the text that we provide them. 00:17:52.430 --> 00:17:58.322 - It works the exact same way with responsive search ads we provide 00:17:58.322 --> 00:18:03.232 - them with headlines descriptions and it will cycle through and 00:18:03.232 --> 00:18:10.106 - try to find the most performant on that first one, the B to B 00:18:10.106 --> 00:18:15.016 - integration experts that first headline. We can even see the 00:18:15.016 --> 00:18:20.417 - Googles telling us Hey this is bad like it's low performing, 00:18:20.417 --> 00:18:22.381 - just don't do it. 00:18:22.530 --> 00:18:27.340 - Which is very helpful to anyone who's using these, but 00:18:27.340 --> 00:18:31.669 - especially someone who's trying to manage multiple ad groups. 00:18:31.669 --> 00:18:35.036 - You may not have the time to. 00:18:35.540 --> 00:18:41.710 - Filter and do highly extensive research so having a responsive 00:18:41.710 --> 00:18:47.250 - ad. Is phenomenal because Google do all the magic for me. 00:18:47.760 --> 00:18:51.372 - Now the top left, let's hit the 00:18:51.372 --> 00:18:59.210 - X. Yep. Alright, Yeah you 00:18:59.210 --> 00:19:02.870 - can leave page. 00:19:04.040 --> 00:19:09.870 - Now. Let's click extensions under ads. 00:19:10.940 --> 00:19:16.154 - Now these are those extensions that we were talking about that 00:19:16.154 --> 00:19:21.368 - show up underneath your ad. Either the call the location for 00:19:21.368 --> 00:19:27.056 - local SEO if someone is trying to find where the addresses the 00:19:27.056 --> 00:19:31.750 - callouts. Uh that was very similar to the offerings that I 00:19:31.750 --> 00:19:36.130 - was talking about where it's just a tiny little snip of text 00:19:36.130 --> 00:19:38.685 - that's a light Gray to try to. 00:19:39.190 --> 00:19:46.762 - Promote and show off who we are. These can be created an 00:19:46.762 --> 00:19:52.700 - added to. All different levels. That is one of the things that 00:19:52.700 --> 00:19:58.132 - Google is done. A great job at is I can have something such as 00:19:58.132 --> 00:20:02.400 - that location extension added to the account that is on the 00:20:02.400 --> 00:20:07.056 - account level so no matter what campaign I'm in, it's going to 00:20:07.056 --> 00:20:12.100 - have that location. Same for the call outs and the call. Any of 00:20:12.100 --> 00:20:17.144 - the other extensions that I have on these I have on the campaign 00:20:17.144 --> 00:20:19.084 - level, so no matter what. 00:20:19.160 --> 00:20:21.582 - And group I have those are going 00:20:21.582 --> 00:20:27.280 - to be. Global to all those under that singular campaign. 00:20:27.950 --> 00:20:34.922 - Still, on the left hand side we haven't done too much with 00:20:34.922 --> 00:20:40.178 - automated extensions. Some of these features are newer or not 00:20:40.178 --> 00:20:41.711 - as much explored. 00:20:42.400 --> 00:20:48.320 - Landing page is this simply shows us the different landing 00:20:48.320 --> 00:20:55.424 - pages that we have on our ad or campaign levels. So we 00:20:55.424 --> 00:20:58.384 - can find the analytics specific 00:20:58.384 --> 00:21:02.950 - to those. Anne and then keywords, Sam you and I 00:21:02.950 --> 00:21:06.100 - have definitely talked a lot about keywords, an we 00:21:06.100 --> 00:21:07.500 - had a keyword training. 00:21:08.640 --> 00:21:15.075 - Let's click us that Big Blue circle with the plus sign. 00:21:15.730 --> 00:21:19.650 - And let's add display keywords. 00:21:21.250 --> 00:21:25.930 - So here's a really fun and interesting thing. Whenever 00:21:25.930 --> 00:21:32.170 - you're looking at this view, we can see that Google will provide 00:21:32.170 --> 00:21:38.410 - us ideas. Now, knowing that this is a bcom are solution experts 00:21:38.410 --> 00:21:44.130 - ad group. It is already saying hey, what about topic owner 00:21:44.130 --> 00:21:50.370 - sites or ecommerce sites an it's going to show that Relevancy and 00:21:50.370 --> 00:21:53.490 - we can click the plus sign. 00:21:53.520 --> 00:21:56.747 - On one of those, if you want. 00:21:57.610 --> 00:22:00.067 - Yep, on those keywords to the right. 00:22:01.710 --> 00:22:03.840 - Due to the top one. 00:22:04.860 --> 00:22:10.645 - Now when you add those, you can see the right hand side it 00:22:10.645 --> 00:22:16.180 - updated. And theoretically, if we were to Add all of their 00:22:16.180 --> 00:22:20.059 - ideas, that's where it was. Getting the 1:30 impressions. 00:22:20.570 --> 00:22:27.096 - But it will tell us, hey, you can have more impressions if you 00:22:27.096 --> 00:22:32.618 - include these keywords. Well, what if I didn't want to show 00:22:32.618 --> 00:22:39.144 - up for these keywords? I mean when I look at them, I know 00:22:39.144 --> 00:22:41.654 - that these are not the. 00:22:42.840 --> 00:22:44.628 - I know that these are broad 00:22:44.628 --> 00:22:50.660 - match. And so I'm going to want to change these. Actually 00:22:50.660 --> 00:22:56.504 - now the easiest way to change them would be on the individual 00:22:56.504 --> 00:23:01.109 - level. So if we Scroll down from here. 00:23:02.300 --> 00:23:08.631 - Ah, let's keep scrolling there. We are. So you see how there's a 00:23:08.631 --> 00:23:12.040 - plus sign in front of some of 00:23:12.040 --> 00:23:16.810 - those words. What that is telling Google and will use that 00:23:16.810 --> 00:23:20.590 - third one that E Commerce business to business were 00:23:20.590 --> 00:23:26.568 - telling Google? No matter what I want you to have E Commerce in 00:23:26.568 --> 00:23:32.420 - our search result doesn't matter where it is, but it has to be in 00:23:32.420 --> 00:23:37.018 - there and then in the quotation marks we have business to 00:23:37.018 --> 00:23:42.034 - business, which is a phrase match. So it is saying as long 00:23:42.034 --> 00:23:44.124 - as you have business to 00:23:44.124 --> 00:23:48.170 - business. And you have E Commerce, regardless of where 00:23:48.170 --> 00:23:50.480 - either of those two sets are. 00:23:50.980 --> 00:23:53.420 - Then anything can pop up. 00:23:54.320 --> 00:24:01.710 - This right here is the best way to get a 00:24:01.710 --> 00:24:04.666 - very granular target audience. 00:24:05.210 --> 00:24:10.826 - Without cutting your breathing, support your oxygen supply. 00:24:10.826 --> 00:24:13.634 - You're basically saying, hey. 00:24:14.260 --> 00:24:19.748 - I know I want my net to be cast in this group of fish. I know 00:24:19.748 --> 00:24:23.521 - that I'm only looking for salmon, however, if I get too 00:24:23.521 --> 00:24:24.893 - tight of a net. 00:24:25.450 --> 00:24:30.994 - I might be missing out on some fish, so by creating these 00:24:30.994 --> 00:24:35.152 - different keyword matches were able to hopefully catch more 00:24:35.152 --> 00:24:40.234 - fish. Now the next have down from keywords we have the 00:24:40.234 --> 00:24:41.158 - negative keywords. 00:24:42.350 --> 00:24:44.720 - On the left hand side. 00:24:45.950 --> 00:24:50.880 - These we can add individual negative keywords or we can 00:24:50.880 --> 00:24:56.303 - actually have lists that are saved and that we can just 00:24:56.303 --> 00:25:00.247 - Willy nilly. Add them to different campaigns different 00:25:00.247 --> 00:25:02.219 - ad groups different ads. 00:25:04.000 --> 00:25:07.289 - And we're telling Google Hey. If this is in the search term. You 00:25:07.289 --> 00:25:08.554 - don't want to show up. 00:25:09.290 --> 00:25:13.427 - Now let's jump down over to audiences. 00:25:14.460 --> 00:25:19.868 - Now audiences this is where things can get. 00:25:21.090 --> 00:25:25.671 - Really exciting and complex because I'm trying to understand 00:25:25.671 --> 00:25:32.288 - people and I'm trying to figure out who is most likely going to 00:25:32.288 --> 00:25:34.324 - click on these ads. 00:25:35.740 --> 00:25:41.356 - Well, first, the thing that comes to mind is how do we 00:25:41.356 --> 00:25:46.972 - get an audience? How do we? Where do we even? Find these 00:25:46.972 --> 00:25:51.652 - people? Well, there are a few different ways? Let's click 00:25:51.652 --> 00:25:53.056 - the pencil icon. 00:25:55.550 --> 00:26:01.560 - Uh yeah. Now here we can edit audience or even add the 00:26:01.560 --> 00:26:05.460 - edit. The ad group targeting so let's edit the audiences. 00:26:09.220 --> 00:26:12.540 - So here we are 00:26:12.540 --> 00:26:18.780 - able to. Create an audience for this ad group. 00:26:19.400 --> 00:26:22.860 - We can find specific terms. 00:26:23.360 --> 00:26:30.302 - We can find in market audiences if we want to Scroll down just 00:26:30.302 --> 00:26:36.302 - a smidge. We can see the there. We are that list that you were 00:26:36.302 --> 00:26:40.412 - hovering over where we have custom intent in market similar 00:26:40.412 --> 00:26:41.645 - audiences customer lists. 00:26:42.250 --> 00:26:45.814 - This is how we start finding 00:26:45.814 --> 00:26:48.790 - audiences. Will serve on the bottom customer lists? 00:26:49.290 --> 00:26:54.114 - That is when Jeremy's like. Hey, I'm pushing out a new campaign 00:26:54.114 --> 00:26:58.938 - with Daws. We were working with them for calls. These are the 00:26:58.938 --> 00:27:04.164 - DNN leads Riley here. You go make something of it. I can then 00:27:04.164 --> 00:27:08.184 - import those email addresses. I don't even need anything else 00:27:08.184 --> 00:27:09.390 - those email addresses. 00:27:09.990 --> 00:27:15.307 - And I can target those and now all of a sudden Sam Who. 00:27:16.360 --> 00:27:18.340 - Searched up clarity once. 00:27:18.890 --> 00:27:24.750 - Is now getting blasted with different ads all over the 00:27:24.750 --> 00:27:30.085 - Internet? If you're ever wondering that is one of the 00:27:30.085 --> 00:27:35.870 - Ways and why out of the blue specific ads are popping up is 00:27:35.870 --> 00:27:39.875 - somebody has recorded your information and you're now being 00:27:39.875 --> 00:27:42.100 - retargeted, now another one is 00:27:42.100 --> 00:27:45.980 - similar audiences. If Sam. 00:27:46.580 --> 00:27:53.572 - Is already snagged by clarity and then Patrick 00:27:53.572 --> 00:28:00.564 - searches E Commerce integrations well because Sam and 00:28:00.564 --> 00:28:07.556 - Patrick have that similar topic or search terms. 00:28:08.140 --> 00:28:12.056 - We're now bringing Patrick in on the mix from that information. 00:28:12.930 --> 00:28:14.559 - In market audiences. 00:28:15.280 --> 00:28:20.400 - Your let's say you're both executives at companies or a 00:28:20.400 --> 00:28:25.008 - management jobs were able to specifically target people with 00:28:25.008 --> 00:28:30.128 - that demographic well with those job placements. Those are in 00:28:30.128 --> 00:28:33.210 - market audiences. Custom intent. 00:28:33.900 --> 00:28:41.590 - These are specific search terms that we are pulling in. 00:28:41.590 --> 00:28:47.479 - Right now, it looks we have to the left of your cursor where 00:28:47.479 --> 00:28:51.556 - we've got our blinking cursor. Let's try domain registration. 00:28:52.650 --> 00:28:55.116 - Will humor Google in this one. 00:28:56.130 --> 00:29:01.146 - If you want to type out domain registration, we will see that. 00:29:01.730 --> 00:29:08.748 - It will pop up suggestions for us, it'll pop up intent 00:29:08.748 --> 00:29:11.300 - audiences in market audiences. 00:29:12.030 --> 00:29:19.155 - Uh and so this is a very easy way to have a simple idea and 00:29:19.155 --> 00:29:21.530 - have Google suggest an build 00:29:21.530 --> 00:29:28.965 - upon it. So those are a few ways that we go ahead and 00:29:28.965 --> 00:29:31.105 - dive into audience making. 00:29:31.910 --> 00:29:37.574 - I would say the most intricate piece of it comes from the 00:29:37.574 --> 00:29:43.820 - customer lists. I can go on and build audiences all day long 00:29:43.820 --> 00:29:47.843 - with Google's help, but getting those customer lists. That's 00:29:47.843 --> 00:29:52.313 - where it's really interesting. If somebody hits, our website. I 00:29:52.313 --> 00:29:57.230 - would love to be able to Retarget and market. Tord for 00:29:57.230 --> 00:30:01.700 - them. Same thing if we're pushing really hard, with zoom 00:30:01.700 --> 00:30:08.238 - info on. Sitefinity, you know, we create a highly tailored. 00:30:09.060 --> 00:30:14.340 - And curated audience being able to take that and plug this into 00:30:14.340 --> 00:30:19.180 - Google ads and then retarget is extremely powerful and this is 00:30:19.180 --> 00:30:24.020 - exactly the work that Jeremy and I have been doing the 00:30:24.020 --> 00:30:25.780 - documentation and planning for. 00:30:26.360 --> 00:30:33.046 - So. An audience is we obviously have exclusions the 00:30:33.046 --> 00:30:36.106 - same goes for demographics below 00:30:36.106 --> 00:30:41.150 - audiences. We can dive into there and see that you can 00:30:41.150 --> 00:30:45.734 - target you can see I generally exclude people from 18 to 24. 00:30:46.420 --> 00:30:49.120 - Now, depending on who you ask. 00:30:50.730 --> 00:30:54.306 - I also exclude from 65 plus. 00:30:54.850 --> 00:30:58.503 - Depending on who you ask that's either a good or a bad idea. 00:30:59.180 --> 00:31:05.329 - My thought process was hey folks who are 65 plus if they aren't 00:31:05.329 --> 00:31:09.586 - retired they've got a butt load of money now. 00:31:10.380 --> 00:31:15.710 - II love my grandparents, but I don't want my ads showing up for 00:31:15.710 --> 00:31:21.450 - them II don't wanna pay money so they can go Oh my grandson works 00:31:21.450 --> 00:31:23.500 - for them. That's that's nice. 00:31:23.500 --> 00:31:29.376 - I don't need to pay money for that, but on the flip side, 00:31:29.376 --> 00:31:34.490 - somebody 1824. It could be someone who is new in their job 00:31:34.490 --> 00:31:39.963 - position new to the industry and their boss is like. Hey Riley, I 00:31:39.963 --> 00:31:44.173 - need you to go research ERP integrations. Find us somebody 00:31:44.173 --> 00:31:49.225 - who can do it, so I go out and I search well. 00:31:50.100 --> 00:31:52.935 - It's not a bad person to look 00:31:52.935 --> 00:31:59.159 - for. However, the meat and potatoes tends to be on the ages 00:31:59.159 --> 00:32:05.372 - in between. Generally on the higher end of the spectrum, as 00:32:05.372 --> 00:32:09.068 - you can see in our click through 00:32:09.068 --> 00:32:15.385 - rate column. The older folks got the more clicks we received. 00:32:16.210 --> 00:32:22.821 - Um, now this sort of filtering goes down to Genter parental 00:32:22.821 --> 00:32:27.028 - status, household income, a combination of things. 00:32:27.710 --> 00:32:34.808 - Um you can even go through the whole exclusion. So it can be 00:32:34.808 --> 00:32:39.722 - very, very granular really interesting and kind of crazy? 00:32:39.722 --> 00:32:41.906 - How this information is 00:32:41.906 --> 00:32:45.539 - gathered. Now for placements. 00:32:46.050 --> 00:32:48.180 - This is below demographics in 00:32:48.180 --> 00:32:55.580 - total. This is going over where our ads are being shown. 00:32:56.470 --> 00:32:59.175 - Um, so two down from 00:32:59.175 --> 00:33:02.476 - combinations. Yep, we 00:33:02.476 --> 00:33:08.159 - have. So here's something that is important when doing display 00:33:08.159 --> 00:33:13.211 - ads that I messed up on when I first started placements is 00:33:13.211 --> 00:33:18.263 - where is what we're targeting. I'm saying, hey, I want to show 00:33:18.263 --> 00:33:24.578 - up on Forbes. I want to show up on all apps on Google that our 00:33:24.578 --> 00:33:29.928 - business. Um, I want to show up on business insiders. 00:33:30.540 --> 00:33:36.754 - And. Below that is where our ads will show. 00:33:37.460 --> 00:33:43.137 - So first let's add a new placement. 00:33:44.840 --> 00:33:49.976 - Same location is our keywords our ad groups. 00:33:50.720 --> 00:33:53.270 - Let's add a placement or edit 00:33:53.270 --> 00:34:00.592 - placements, yeah? So here we see a very a very 00:34:00.592 --> 00:34:02.824 - similar dashboard too. 00:34:03.580 --> 00:34:10.041 - Audiences demographics keywords, Google is very consistent 00:34:10.041 --> 00:34:13.733 - on what it is. 00:34:13.740 --> 00:34:17.300 - On the ease of 00:34:17.300 --> 00:34:22.168 - use. And by that I mean, it's easy to use once you figure it 00:34:22.168 --> 00:34:25.228 - out. Once you figure out one dashboard. You've figured out 00:34:25.228 --> 00:34:26.758 - all the other dashboards that 00:34:26.758 --> 00:34:29.300 - could be similar. Um. 00:34:29.800 --> 00:34:32.686 - Let's click on the apps dropdown. 00:34:34.960 --> 00:34:38.352 - And then let's search 00:34:38.352 --> 00:34:45.608 - for business. Right above that yeah. 00:34:46.360 --> 00:34:54.256 - So we can get his granular is saying Idle Cafe that is the one 00:34:54.256 --> 00:35:00.460 - and we can target that we can target specific applications. We 00:35:00.460 --> 00:35:05.536 - can target categories of applications whether it's on the 00:35:05.536 --> 00:35:08.920 - Google store or the Apple Store. 00:35:09.520 --> 00:35:14.520 - We can target websites YouTube channels, we can use exclusions 00:35:14.520 --> 00:35:21.020 - for all of the above now. The one tab that I didn't recognize 00:35:21.020 --> 00:35:25.020 - or realize was a thing or that I 00:35:25.020 --> 00:35:31.079 - cared about. Until some dollars were spent in an unknown amount 00:35:31.079 --> 00:35:38.372 - will say I'll keep my pride is the where ads showed tab right 00:35:38.372 --> 00:35:45.459 - below placements. This will show you where your ads were shown 00:35:45.459 --> 00:35:50.508 - seems pretty basic and really simple, however, sometimes your 00:35:50.508 --> 00:35:54.996 - placements isn't enough, sometimes you may have selected. 00:35:55.520 --> 00:36:00.040 - All business apps on the Google store but when we 00:36:00.040 --> 00:36:02.300 - Scroll down on this page. 00:36:03.610 --> 00:36:07.035 - You know we might say 00:36:07.035 --> 00:36:12.310 - the. Mobile app below Forbes Fourth, one down, we may say 00:36:12.310 --> 00:36:17.419 - this is a terrible application. Whi did this even pop up an it's 00:36:17.419 --> 00:36:22.528 - a free barcode scanner that were like man. I don't want to spend 00:36:22.528 --> 00:36:27.637 - money for that. But it was a business app. That's what it was 00:36:27.637 --> 00:36:31.567 - tagged as so whenever I'm running display ads. This is 00:36:31.567 --> 00:36:35.890 - something that I check every single week, and I literally go 00:36:35.890 --> 00:36:37.855 - through the entire list every 00:36:37.855 --> 00:36:42.241 - single week. And say, yeah that's OK, Yep that's OK. Yep, 00:36:42.241 --> 00:36:47.827 - Nope Yep and I just mark him off and if it's something that I'm 00:36:47.827 --> 00:36:52.615 - like you. This is terrible. I can click the little check box 00:36:52.615 --> 00:36:53.812 - next to it. 00:36:55.680 --> 00:36:59.504 - And then go to edit up at the 00:36:59.504 --> 00:37:04.548 - top. And then exclude from ad group, I'm like. 00:37:05.450 --> 00:37:11.610 - Is terrible? Yeah, we can do it for sure so yeah? We just found 00:37:11.610 --> 00:37:13.810 - a terrable ad placement? Don't 00:37:13.810 --> 00:37:21.239 - want it. Not now not tomorrow, not ever is gone. So we will 00:37:21.239 --> 00:37:26.000 - go another tab down to settings exclusions self explanatory. 00:37:26.000 --> 00:37:29.174 - It's the same as the others. 00:37:29.800 --> 00:37:35.036 - Now settings is going to be dependent on what you've clicked 00:37:35.036 --> 00:37:41.224 - on so here at the ad group level. We have our name. The 00:37:41.224 --> 00:37:46.460 - status we have? What type of bidding were using the different 00:37:46.460 --> 00:37:50.744 - ad rotations. Let's click our additional settings drop down. 00:37:51.820 --> 00:37:58.437 - We have our URL and our custom URL method in bid methods. This 00:37:58.437 --> 00:38:04.545 - is just another way, we can get very granular with our control 00:38:04.545 --> 00:38:11.162 - over our bids over the ad groups, the way we rotate we can 00:38:11.162 --> 00:38:15.743 - click add rotation, so it does the drop down? 00:38:17.450 --> 00:38:23.274 - And you can see that we can even tell Google not to optimize it 00:38:23.274 --> 00:38:27.850 - or we can say. Hey yeah, use machine learning Optimized. We 00:38:27.850 --> 00:38:32.010 - don't want to waste money on something that's bad, however, 00:38:32.010 --> 00:38:33.674 - for some interesting reason. 00:38:34.230 --> 00:38:38.058 - Aside from giving users control you have the option to just 00:38:38.058 --> 00:38:39.450 - rotate no matter what. 00:38:39.980 --> 00:38:47.056 - Now. One thing that I love is very 00:38:47.056 --> 00:38:48.550 - similar to A. 00:38:49.280 --> 00:38:50.808 - One of the little. 00:38:51.430 --> 00:38:55.357 - I forgot the correct term, but the little Russian dolls that 00:38:55.357 --> 00:38:59.998 - you can open it up and there's a little doll nesting doll. Thank 00:38:59.998 --> 00:39:01.783 - you Scotty, the little Russian 00:39:01.783 --> 00:39:06.866 - nesting dolls. That's how AdWords is built you have your 00:39:06.866 --> 00:39:11.386 - account or campaigns your ad groups down to each intricate 00:39:11.386 --> 00:39:16.810 - piece of each ad group, so we can see the use campaign 00:39:16.810 --> 00:39:21.782 - settings, which is a fantastic feature. It's one of the things 00:39:21.782 --> 00:39:23.138 - that makes life. 00:39:23.730 --> 00:39:30.102 - So much easier let us click on the ad. 00:39:30.110 --> 00:39:31.820 - The campaign itself. 00:39:32.330 --> 00:39:39.040 - So. On the far left in the dark Gray will click 00:39:39.040 --> 00:39:40.100 - display remarketing. 00:39:41.980 --> 00:39:46.380 - So here at our campaign level. Let's click the more details 00:39:46.380 --> 00:39:50.780 - drop down in the center at the top of the dashboard. 00:39:52.330 --> 00:39:54.698 - An edit in settings. 00:39:57.590 --> 00:40:04.088 - Here is how we get to a very similar. 00:40:04.180 --> 00:40:08.998 - View as we saw before yet we've got some additional settings. 00:40:09.620 --> 00:40:13.598 - We can dive into the locations. 00:40:14.140 --> 00:40:18.230 - You can see that I have excluded as so many. 00:40:18.940 --> 00:40:24.230 - Now, why would I exclude all of these different countries. 00:40:24.860 --> 00:40:29.624 - And including target others? Why do both at the same time Sam? 00:40:29.624 --> 00:40:32.800 - Why do you think I might want to 00:40:32.800 --> 00:40:35.130 - do that? Um. 00:40:36.730 --> 00:40:43.858 - Well, from what I understand from the sales team is that 00:40:43.858 --> 00:40:45.802 - international leads typically. 00:40:46.460 --> 00:40:52.148 - R as high value or don't really um become qualified that often 00:40:52.148 --> 00:40:58.310 - so they're a waste of time. But I mean, they're just less likely 00:40:58.310 --> 00:41:04.472 - to turn into actual revenue for us. So why spend the dollars to 00:41:04.472 --> 00:41:05.894 - market to International. 00:41:06.800 --> 00:41:11.300 - Countries unless I don't know maybe like Great Britain could 00:41:11.300 --> 00:41:16.700 - be a more feasable one or Canada is could be good but. 00:41:17.580 --> 00:41:23.340 - Yeah, that's that's my explanation that is a very well 00:41:23.340 --> 00:41:29.676 - put a well listened and learned response from the sales team. 00:41:29.676 --> 00:41:36.012 - However, one you're 100% correct but when it comes to Google 00:41:36.012 --> 00:41:41.772 - ads. The reason why I do both Target and exclude. 00:41:42.300 --> 00:41:46.164 - Is because if I target the US on 00:41:46.164 --> 00:41:48.558 - noodles? And my back. 00:41:49.660 --> 00:41:55.316 - Yeah your son. OK it popped up and said hold on we're trying to 00:41:55.316 --> 00:42:00.164 - connect. Scotty turned in low to me 'cause I was like noodles. 00:42:00.170 --> 00:42:03.116 - We're back folks sorry for the 00:42:03.116 --> 00:42:06.886 - short intermission. So the reason why do both? Sometimes 00:42:06.886 --> 00:42:12.458 - Google ads just doesn't do what I want it to. You all heard me 00:42:12.458 --> 00:42:17.234 - gripe. I love Google ads, but it's a love dislike 'cause I 00:42:17.234 --> 00:42:20.816 - don't hate but dislike relationship or I love Google 00:42:20.816 --> 00:42:22.010 - ads dislike Google. 00:42:22.770 --> 00:42:28.216 - If I only target and I don't exclude, I can still show up for 00:42:28.216 --> 00:42:31.328 - countries that I'm not targeting. If there's leftover 00:42:31.328 --> 00:42:35.996 - budget or if Google's machine learning is like Oh yeah, we can 00:42:35.996 --> 00:42:41.053 - show up for more ads in India. And we're going to get more 00:42:41.053 --> 00:42:44.165 - clicks over there to cheaper impressions, cheaper clicks. 00:42:44.165 --> 00:42:46.499 - Yeah, let's send him that way. 00:42:47.380 --> 00:42:52.242 - But I don't. I don't want it that way like that's not, that's 00:42:52.242 --> 00:42:56.356 - not what I'm looking for. And to your answer precisely, the 00:42:56.356 --> 00:43:00.844 - reason why I exclude is because we generally don't do as well 00:43:00.844 --> 00:43:05.706 - overseas, even if I bring in 100 leads from India, it's not going 00:43:05.706 --> 00:43:10.568 - to compare to the chances at closing a deal that we would if 00:43:10.568 --> 00:43:14.070 - we had. I mean one from the US 00:43:14.070 --> 00:43:18.710 - even. It just doesn't stack up so I always have to make sure 00:43:18.710 --> 00:43:20.570 - that I do both of them. 00:43:21.260 --> 00:43:25.231 - It's like crossing my T's dotting my eyes. Make sure my 00:43:25.231 --> 00:43:28.841 - teeth straight up and down vertical and not a little 00:43:28.841 --> 00:43:31.729 - horozontal like my normal handwriting. 'cause then it 00:43:31.729 --> 00:43:35.339 - looks like an X and people can't read my handwriting. 00:43:35.340 --> 00:43:40.188 - Other things that we can filter in Target languages. We have the 00:43:40.188 --> 00:43:44.228 - different bidding. So now let's click bidding here in the 00:43:44.228 --> 00:43:48.080 - campaign view. Now here. 00:43:48.920 --> 00:43:55.778 - Is fun, so you can set a maximum bid. 00:43:56.280 --> 00:44:01.464 - Telling Google like I don't want people to pay more than this, 00:44:01.464 --> 00:44:05.352 - but if we click the checkbox above maximum bid. 00:44:07.500 --> 00:44:09.450 - We can see that disappears poof. 00:44:10.120 --> 00:44:14.332 - Now that leaves us with the change bid strategy. 00:44:15.170 --> 00:44:18.650 - We can click into that. 00:44:19.690 --> 00:44:24.540 - Now we have all of these different strategies when it 00:44:24.540 --> 00:44:29.390 - comes to selecting different bid types. If you click maximize 00:44:29.390 --> 00:44:36.665 - clicks, it will give us a little drop down and we can see some of 00:44:36.665 --> 00:44:38.120 - these different types. 00:44:38.830 --> 00:44:45.815 - Now we have our viewable CPM which is our impressions. Then 00:44:45.815 --> 00:44:52.165 - we have conversions target CPA is saying I'm targeting a 00:44:52.165 --> 00:44:54.705 - specific cost per action. 00:44:55.530 --> 00:45:00.425 - We have manual CPC. Now here is going to be something 00:45:00.425 --> 00:45:03.985 - interesting you all remember what CPA clicks conversions 00:45:03.985 --> 00:45:07.545 - CPM is, but let's click on manual CPC. 00:45:10.440 --> 00:45:16.006 - When were in manual CPC we can actually click that checkbox 00:45:16.006 --> 00:45:20.054 - that says help increase conversions with enhanced CPC. 00:45:20.960 --> 00:45:26.328 - This one's interesting and in my opinion, it's the most optimal 00:45:26.328 --> 00:45:29.256 - at first I want to use. 00:45:29.900 --> 00:45:36.036 - Actually, here's a question Patrick between the 4. 00:45:37.360 --> 00:45:40.085 - Between the 4 different bidding 00:45:40.085 --> 00:45:46.390 - strategies of. Target per CPA or acquisition maximize 00:45:46.390 --> 00:45:53.320 - conversions maximize clicks or the viewable CPM so our 00:45:53.320 --> 00:45:57.704 - impressions. Of those, 4 what do you think I might want to start 00:45:57.704 --> 00:45:59.503 - with if I make a new campaign? 00:46:00.430 --> 00:46:03.830 - Who? 00:46:08.290 --> 00:46:10.200 - Oh. 00:46:11.220 --> 00:46:14.400 - Certain do we? 00:46:14.950 --> 00:46:19.630 - We follow like a historical data on What's more effective for our 00:46:19.630 --> 00:46:21.970 - audience in what we put out 00:46:21.970 --> 00:46:29.075 - previously? Smart and you're partially correct for a 00:46:29.075 --> 00:46:32.495 - manual cost per click. 00:46:32.500 --> 00:46:34.306 - I don't have video on now. 00:46:34.930 --> 00:46:41.658 - For a manual cost per click, it is. 00:46:42.890 --> 00:46:47.978 - It is all about the historical data now whenever I click. The 00:46:47.978 --> 00:46:52.218 - other ones, though they are optimized by Google. It's all 00:46:52.218 --> 00:46:56.882 - the machine learning. So I would generally want to start with 00:46:56.882 --> 00:47:01.546 - clicks or impressions get some traction and then there are 2 00:47:01.546 --> 00:47:06.634 - routes. I go either. Do maximize conversion and then I leave it, 00:47:06.634 --> 00:47:10.450 - it has the data. We've got conversions. Google's machine 00:47:10.450 --> 00:47:13.418 - learning understands what needs to happen or. 00:47:13.440 --> 00:47:17.050 - Let's mouse over the little circle with the question mark 00:47:17.050 --> 00:47:18.494 - for the enhanced CPC. 00:47:19.170 --> 00:47:26.598 - We can see here that it will raise our cost per click 00:47:26.598 --> 00:47:34.026 - based on performance. If I set a manual cost per click. I'm 00:47:34.026 --> 00:47:37.740 - telling Google Hey, I want you 00:47:37.740 --> 00:47:44.019 - to. Only charge them 25 cents every time they click, but with 00:47:44.019 --> 00:47:48.958 - enhanced cost per click, it, saying hey. We've got our budget 00:47:48.958 --> 00:47:54.346 - set at $50 a day, which will touch on that shortly within 00:47:54.346 --> 00:48:00.632 - these $50 a day. I want to raise our cost per click during these 00:48:00.632 --> 00:48:05.443 - hours. And lower it during these hours or raise it for these 00:48:05.443 --> 00:48:07.321 - people and lower it for others. 00:48:07.920 --> 00:48:12.564 - So that in my opinion is one of the most efficient and. 00:48:13.550 --> 00:48:19.589 - Moe Betta ways of bidding now let's jump down to budget. 00:48:20.640 --> 00:48:24.990 - Yeah, continue. 00:48:26.030 --> 00:48:29.040 - So. Budget. 00:48:30.290 --> 00:48:36.386 - Is? I don't know why they put it this way. Aside from wanting 00:48:36.386 --> 00:48:40.622 - you to spend more money. Well, an because I suppose some months 00:48:40.622 --> 00:48:45.211 - have more days and the others, but it says cost per day. The 00:48:45.211 --> 00:48:49.447 - average entered the average. You want to spend each day in the 00:48:49.447 --> 00:48:54.389 - Gray text on the right. It even tells you that 4 of the month. 00:48:54.389 --> 00:48:58.272 - You won't pay more than your daily budget times. The average 00:48:58.272 --> 00:49:02.861 - number of days in a month, well if you ask me that's really 00:49:02.861 --> 00:49:06.905 - vague. Because someone's have less days than others, so what's 00:49:06.905 --> 00:49:11.360 - the average alright. We're arguing about a day or so, but 00:49:11.360 --> 00:49:16.625 - why would I want Google to take money that I'm saying spend as 00:49:16.625 --> 00:49:21.485 - much each day and let it spend it. However, it wants throughout 00:49:21.485 --> 00:49:27.155 - the month Sam? Why do you think I might want to let Google have 00:49:27.155 --> 00:49:30.395 - that much flexibility or freedom in my spending. 00:49:31.350 --> 00:49:31.880 - Who? 00:49:33.200 --> 00:49:37.520 - Um. I guess just because. 00:49:39.760 --> 00:49:43.996 - Like you can't predict how good it's going to do every single 00:49:43.996 --> 00:49:50.746 - day. Like. You want to be flexible so that. 00:49:52.910 --> 00:49:55.900 - Huh how many what am I trying to say like. 00:49:56.950 --> 00:50:02.788 - You want to fight the good days. The money is well spent I guess 00:50:02.788 --> 00:50:08.209 - an like but then you're not just spending $50 on a really bad 00:50:08.209 --> 00:50:14.176 - day. It that makes sense, yeah, without a doubt in 3 words 00:50:14.176 --> 00:50:15.454 - Google's machine learning. 00:50:15.980 --> 00:50:19.445 - Google likes to optimize things maximize clicks. Let's maximize 00:50:19.445 --> 00:50:24.450 - clicks. I mean, I'm saying that I don't want to spend more than 00:50:24.450 --> 00:50:29.455 - this for my clicks, but how does Google know how to spend that 00:50:29.455 --> 00:50:35.615 - money? How do I end this is how you know if I say only spend $50 00:50:35.615 --> 00:50:41.005 - a day if it doesn't tally up or carry over well? What happens if 00:50:41.005 --> 00:50:46.010 - one day I get $2 worth of clicks, but then the next I 00:50:46.010 --> 00:50:47.550 - would have gotten $60. 00:50:47.600 --> 00:50:49.640 - So that's exactly why. 00:50:50.310 --> 00:50:52.410 - We're going to have highs and 00:50:52.410 --> 00:50:57.118 - lows. And there's going to be a lot of changes throughout the 00:50:57.670 --> 00:51:02.972 - Day even not just which day but the time of day. 00:51:03.750 --> 00:51:11.178 - So that goes over a lot of the and not even all 00:51:11.178 --> 00:51:14.892 - because it's already 3 free all. 00:51:14.900 --> 00:51:16.220 - That goes over. 00:51:17.550 --> 00:51:23.346 - A good portion of what AdWords is and kind of how to go through 00:51:23.346 --> 00:51:27.900 - and at least understand what the dashboards look like and give 00:51:27.900 --> 00:51:32.454 - you a preview. It does get more granular to where you're 00:51:32.454 --> 00:51:35.766 - actually setting your ad schedule where you're actually 00:51:35.766 --> 00:51:39.906 - getting very granular with your audience is in your keywords. 00:51:39.906 --> 00:51:44.874 - There is a lot of time that you can spend in this. 00:51:45.570 --> 00:51:51.324 - Now you'd think that it's a lot of time to click from page to 00:51:51.324 --> 00:51:57.078 - page to page, and it is. So what they have developed is a Google 00:51:57.078 --> 00:52:02.010 - ads editor. It is an offline tool that you pull down your 00:52:02.010 --> 00:52:06.220 - campaign. You then make any changes and edits to it, and 00:52:06.220 --> 00:52:07.996 - then you can re upload it. 00:52:08.730 --> 00:52:10.896 - And that is where I do. 00:52:11.770 --> 00:52:18.265 - 90% of the work that I do with Google ads. I do it in the 00:52:18.265 --> 00:52:23.028 - editor. It's a lot quicker and it's easier to see everything 00:52:23.028 --> 00:52:28.657 - all at once or jump from screen to screen because I mean it's 00:52:28.657 --> 00:52:33.420 - like just working on an Excel sheet in Excel spreadsheet with 00:52:33.420 --> 00:52:38.560 - different tabs. But I know that I have time, but does anyone 00:52:38.560 --> 00:52:42.030 - have any questions? Sorry for not leaving anytime during that. 00:52:42.030 --> 00:52:44.112 - I actually lost track of it. 00:52:46.170 --> 00:52:49.613 - Oh, this is very helpful. I like this is really cool. 00:52:51.320 --> 00:52:54.746 - Yeah, so this is a good 00:52:54.746 --> 00:53:01.135 - overview, um? There's so much that goes into these. We talked 00:53:01.135 --> 00:53:05.255 - about organic aecio and we talked about keywords. 00:53:05.760 --> 00:53:09.378 - Well, all the that keyword research, the stuff that 00:53:09.378 --> 00:53:13.800 - you're doing right now. Sam with mas. It's the same thing. 00:53:13.800 --> 00:53:18.624 - You gotta do it with this and figure out how to optimize 00:53:18.624 --> 00:53:23.448 - your ads so it's not just a bidding war, it's also the 00:53:23.448 --> 00:53:27.066 - quality score. The actual ads themselves and what not.