---Presenter: Reily HalversenSubject: Search Engine Marketing and Google AdsDuration: 00:47:18Quiz: https://forms.gle/vRPvYrdi17zmyuNV7---00:00:05.190 --> 00:00:10.832 - OK so today is our search engine marketing. Our sorry that was my 00:00:10.832 --> 00:00:15.172 - phone that is now muted. We're going over search engine 00:00:15.172 --> 00:00:20.284 - marketing SCM. In particular, we're going over the basics 00:00:20.284 --> 00:00:21.790 - of Google AdWords. 00:00:22.830 --> 00:00:27.549 - In an upcoming sent an dive into the intricacies and I 00:00:27.549 --> 00:00:32.268 - will do a demo of how to actually implement the things 00:00:32.268 --> 00:00:33.984 - that we're learning today. 00:00:35.410 --> 00:00:39.406 - So first and foremost, our training agenda, the six 00:00:39.406 --> 00:00:44.290 - topics we'll cover is first. What is the what is Google 00:00:44.290 --> 00:00:49.174 - ads? Why would we even want to advertise on Google? What 00:00:49.174 --> 00:00:51.394 - are some of the unique? 00:00:53.810 --> 00:00:58.815 - Paper click or maybe just Google ads. How does it work? How we 00:00:58.815 --> 00:00:59.970 - set it up? 00:01:00.550 --> 00:01:04.510 - I'm am. We dive into actually spending money. How do we 00:01:04.510 --> 00:01:08.470 - decide how we're going to spend our money were in some 00:01:08.470 --> 00:01:09.910 - of the bidding strategies? 00:01:11.320 --> 00:01:15.424 - Diving in first 2 what is Google Adwords? 00:01:16.640 --> 00:01:22.676 - So first to refresh some memory, we have our long-term, SCO our 00:01:22.676 --> 00:01:27.706 - organic, the on off page, technical SEO and we have 00:01:27.706 --> 00:01:32.233 - short-term SCM. The search engine marketing Google ads is 00:01:32.233 --> 00:01:38.772 - one of the most popular and well known something that we all see 00:01:38.772 --> 00:01:44.808 - day-to-day. So First off, what is it? Well, PPC for short short 00:01:44.808 --> 00:01:47.826 - term marketing and PPC is where 00:01:47.826 --> 00:01:52.906 - an advertiser? Will pay for every click or for 00:01:52.906 --> 00:01:56.882 - every impression on one of their advertisements. 00:01:58.360 --> 00:02:04.480 - Is the staple benefits of course would be your web traffic that 00:02:04.480 --> 00:02:09.580 - we're increase conversions more leads were able to be granular 00:02:09.580 --> 00:02:14.680 - with generally with your keyword research. There's only so much 00:02:14.680 --> 00:02:21.820 - data that one can gather to try to figure out who they want to 00:02:21.820 --> 00:02:24.880 - talk to. I can't write something 00:02:24.880 --> 00:02:28.200 - and. Be very specific about. 00:02:29.750 --> 00:02:34.161 - What age group there in or the extent of what they're 00:02:34.161 --> 00:02:36.166 - interested in? Or maybe a 00:02:36.166 --> 00:02:41.530 - technology? Um and then of course, being able to have a 00:02:41.530 --> 00:02:45.770 - finely tuned budget and getting that quick return on investment. 00:02:46.370 --> 00:02:50.450 - Shortening is well, it's short term. It's something that you 00:02:50.450 --> 00:02:55.754 - can turn on and off like a light. The moment you turn it 00:02:55.754 --> 00:03:00.242 - off, you are going to get results quickly where with long 00:03:00.242 --> 00:03:04.730 - term SEO it's going to take awhile to actually get there. 00:03:06.390 --> 00:03:10.867 - Why would we even want to advertise on Google? Aside from 00:03:10.867 --> 00:03:14.530 - the afor mentioned benefits, Google is the most popular 00:03:14.530 --> 00:03:18.600 - search engine out there. I mean yeah, there's being there. 00:03:19.400 --> 00:03:24.504 - Who's yeah yadda yadda but Googles? I mean it's the lion 00:03:24.504 --> 00:03:26.360 - share of the market. 00:03:28.090 --> 00:03:31.753 - In C and the middle one cording to Google, advertisers make 00:03:31.753 --> 00:03:35.749 - $8.00 for every one dollar they spent on Google ads. If we're 00:03:35.749 --> 00:03:37.747 - able to figure out this magic 00:03:37.747 --> 00:03:44.360 - formula. I see that the returns is 8X potentially, which is 00:03:44.360 --> 00:03:50.630 - always very exciting for any business and in my opinion the 00:03:50.630 --> 00:03:56.330 - absolute biggest things is when you're running a business. When 00:03:56.330 --> 00:04:03.170 - we are trying to figure out what we want our keywords or 00:04:03.170 --> 00:04:07.730 - audiences, we have competition and simply stated our 00:04:07.730 --> 00:04:12.688 - competitors. Are going to be utilizing Google ads. 00:04:15.710 --> 00:04:21.911 - Diving into potentially why they aren't working your specific 00:04:21.911 --> 00:04:27.423 - ads. You have the broad keyword terms which. 00:04:28.060 --> 00:04:29.190 - For. 00:04:30.310 --> 00:04:35.965 - To put that into layman's terms, is our net that were casting is 00:04:35.965 --> 00:04:37.270 - way too large. 00:04:38.120 --> 00:04:43.940 - If I just put type an E Commerce, the vast difference is 00:04:43.940 --> 00:04:50.245 - I'm going to see from page that's rank one to two or three. 00:04:50.245 --> 00:04:55.095 - It could be immense. It's not very specific, irrelevant ads. 00:04:56.270 --> 00:05:02.146 - To be honest, I I like mountain biking. That's my thing. But if 00:05:02.146 --> 00:05:08.474 - somebody all of a sudden puts up ads for a horse, I'm like. How 00:05:08.474 --> 00:05:12.994 - is that related to mountain biking? It doesn't make sense. 00:05:12.994 --> 00:05:17.966 - Is entirely irrelevant to me. And if as an advertiser, I'm 00:05:17.966 --> 00:05:19.322 - paying per impression. 00:05:20.510 --> 00:05:25.910 - I mean, I'm just losing money on Riley who doesn't care to 00:05:25.910 --> 00:05:30.410 - purchase a horse. The low quality score, that is something 00:05:30.410 --> 00:05:36.260 - that we will bring detail in a bit. That is a metric that 00:05:36.260 --> 00:05:38.960 - Google utilizes to rank your ad. 00:05:39.640 --> 00:05:44.476 - Am there are a lot of different factors and will dive into that 00:05:44.476 --> 00:05:49.312 - a little bit later and I'll ask you what you might think that 00:05:49.312 --> 00:05:54.148 - might be, so keep that in mind and then pour landing page if 00:05:54.148 --> 00:05:58.240 - somebody clicks on my ad and they're the perfect person that 00:05:58.240 --> 00:06:03.448 - I want, that may be wonderful, but if they land on a page that 00:06:03.448 --> 00:06:04.564 - looks like crap. 00:06:05.670 --> 00:06:10.740 - Not going to do a whole lot for me, it'll be money wasted on a 00:06:10.740 --> 00:06:14.458 - click and somebody's gonna hit the site and be well they're 00:06:14.458 --> 00:06:15.810 - going to be dissatisfied. 00:06:17.260 --> 00:06:23.222 - So there are a lot of terms diving into Google ads. 00:06:23.950 --> 00:06:26.530 - Interestingly enough, a lot of 00:06:26.530 --> 00:06:31.058 - these. It's almost a wonder one with organic aecio. 00:06:31.650 --> 00:06:36.534 - Now some of them. It may seem like a stretch, however. 00:06:37.510 --> 00:06:39.469 - Short term SCO 00:06:40.130 --> 00:06:43.716 - is it's the same as long term when it comes to. 00:06:44.310 --> 00:06:48.990 - How we do a research and what we want to display in 00:06:48.990 --> 00:06:50.160 - front of users? 00:06:51.880 --> 00:06:58.393 - And so we're going to kind of speed through a couple of these 00:06:58.393 --> 00:07:04.906 - terms once I go through these terms, I'm going to ask you what 00:07:04.906 --> 00:07:07.411 - what, the quality score is. 00:07:09.060 --> 00:07:12.096 - That does have to do these terms, so we'll just keep that 00:07:12.096 --> 00:07:13.614 - in mind as we go along. 00:07:14.500 --> 00:07:16.720 - First one is your ad rank. 00:07:17.830 --> 00:07:23.200 - This is similar organic aecio where my content ranks Google 00:07:23.200 --> 00:07:29.107 - uses a formula. Love your quality score as well as the 00:07:29.107 --> 00:07:35.551 - amount of money you are throwing at the advertisement to rank you 00:07:35.551 --> 00:07:41.458 - against competitors. Same as your long term. We do all this 00:07:41.458 --> 00:07:44.143 - work for specific keywords to 00:07:44.143 --> 00:07:49.833 - rank. And if we do well enough, we rank on the first page, maybe 00:07:49.833 --> 00:07:50.886 - first place even. 00:07:52.420 --> 00:07:57.592 - It's it's no different. You have ads on your Serps. Your search 00:07:57.592 --> 00:08:02.764 - engine results pages. You will have your ads on the top. You'll 00:08:02.764 --> 00:08:08.798 - have 'em on the bottom. Have him on the sides when you go through 00:08:08.798 --> 00:08:13.539 - websites you'll have all these random pictures on the sides or 00:08:13.539 --> 00:08:17.418 - popups when you're watching YouTube videos on your favorite 00:08:17.418 --> 00:08:18.711 - topic of science. 00:08:20.420 --> 00:08:21.428 - Ads are going to pop up. 00:08:22.300 --> 00:08:25.972 - And so the quality score and the money is what's going to 00:08:25.972 --> 00:08:27.196 - determine that ad rank. 00:08:28.280 --> 00:08:31.800 - Building there are a couple of different ways you can beg. 00:08:33.100 --> 00:08:35.690 - One would be the clicks. 00:08:37.200 --> 00:08:39.940 - A penny per click. 00:08:40.920 --> 00:08:46.545 - Some of it as on the second one, CPM the cost for my whole that 00:08:46.545 --> 00:08:49.920 - is paying for 1000 AD impressions. So instead of 00:08:49.920 --> 00:08:54.420 - focusing my bidding on each click, I can focus on the amount 00:08:54.420 --> 00:08:58.170 - of impressions, the amount of times my ad pops up. 00:08:58.840 --> 00:09:04.840 - The cost per engagement. This is the predetermined action that 00:09:04.840 --> 00:09:07.840 - somebody interacts with on the 00:09:07.840 --> 00:09:13.660 - ad. Whether this is a conversion over going to 00:09:13.660 --> 00:09:19.985 - another page on the website, some sort of an action post, 00:09:19.985 --> 00:09:21.710 - clicking the ad? 00:09:23.950 --> 00:09:28.053 - Campaign types and we will dive into these inox show you 00:09:28.053 --> 00:09:32.529 - examples. You have your search ads, your display ads as well as 00:09:32.529 --> 00:09:33.648 - your video ads. 00:09:34.400 --> 00:09:38.965 - Kinda like I was saying earlier. Whenever you are search engine 00:09:38.965 --> 00:09:44.360 - Google will have ads on the top and the bottom that is textual. 00:09:44.360 --> 00:09:48.925 - It looks very similar to a standard result that pops up 00:09:48.925 --> 00:09:50.585 - with your headline. Your 00:09:50.585 --> 00:09:55.666 - description. However, these are specific to above. 00:09:56.520 --> 00:10:00.039 - Your top ranking results as well as the very. 00:10:00.110 --> 00:10:05.240 - Bottom in there are a couple of unique things called extensions. 00:10:06.200 --> 00:10:08.156 - That you can add to those. 00:10:08.810 --> 00:10:13.994 - Display ads those your images that are all over the place. If 00:10:13.994 --> 00:10:15.290 - you've ever gone. 00:10:16.800 --> 00:10:22.344 - Shopping on eBay or Amazon and you'll see random 00:10:22.344 --> 00:10:24.808 - banners along the screen. 00:10:25.830 --> 00:10:30.880 - Those are your display ads. We are currently running those. 00:10:32.700 --> 00:10:34.890 - With the Admiral. 00:10:36.180 --> 00:10:39.270 - We're actually looking to move into Google Adwords as well. 00:10:40.840 --> 00:10:46.014 - So then the video ads. This is your standard ad that runs from 00:10:46.014 --> 00:10:49.994 - 615 seconds occasionally you're unlucky and you run into really 00:10:49.994 --> 00:10:55.168 - long video ads that you just can't wait to exit out of. We 00:10:55.168 --> 00:10:58.750 - all know exactly what I'm talking about with that. 00:11:00.290 --> 00:11:04.169 - Windows are available. You also have just the standard 00:11:04.169 --> 00:11:09.772 - pop up on say on YouTube where it pops up for couple of 00:11:09.772 --> 00:11:13.651 - seconds and then you're able to skip your advertisement. 00:11:15.540 --> 00:11:16.420 - So. 00:11:17.430 --> 00:11:22.334 - Before I dive into these different ad types. 00:11:24.030 --> 00:11:28.660 - Actually, I'm still ahead of myself. OK, so CTRN CVR. 00:11:29.380 --> 00:11:32.911 - Is gonna be our click through rate and our conversion rate. 00:11:33.770 --> 00:11:41.089 - These are a ratio or a percent of the clicks or the conversions 00:11:41.089 --> 00:11:47.282 - in proportion to the number of views or impressions and the 00:11:47.282 --> 00:11:52.349 - number of clicks that we receive on our ads. 00:11:54.030 --> 00:11:57.090 - Those these are both pretty straightforward. 00:11:59.690 --> 00:12:05.870 - Now one that's a little bit confusing, at least for me. I 00:12:05.870 --> 00:12:10.505 - didn't fully understand when I started is display network. 00:12:11.190 --> 00:12:18.054 - Um, this Google display network. It is a list of websites 00:12:18.054 --> 00:12:20.550 - that allow for ads. 00:12:21.130 --> 00:12:25.926 - Now, when sifting through our website were not part of that 00:12:25.926 --> 00:12:30.286 - display network. We don't have ads that are popping up. 00:12:31.000 --> 00:12:35.992 - Now, birds a benefit to being on the Google display network, but 00:12:35.992 --> 00:12:41.816 - it can also be harmful. Whenever you jump onto a web page that is 00:12:41.816 --> 00:12:46.392 - just covered from head to toe with a bunch of advertisements, 00:12:46.392 --> 00:12:52.216 - it can be rather off putting to the end users, but on the flip 00:12:52.216 --> 00:12:53.464 - side of that. 00:12:54.050 --> 00:12:57.632 - As a an owner of a 00:12:57.632 --> 00:13:01.609 - website business. That's ad revenue. I can actually earn 00:13:01.609 --> 00:13:02.560 - money from that. 00:13:04.520 --> 00:13:10.823 - So the Google display network will decide on what page is 00:13:10.823 --> 00:13:17.126 - that is specific to the video as well as the display. 00:13:17.810 --> 00:13:18.730 - Ads. 00:13:21.070 --> 00:13:27.050 - Now extensions, I'm gonna be diving into extensions and a 00:13:27.050 --> 00:13:28.844 - handful of slides. 00:13:29.540 --> 00:13:33.080 - But this is what makes search. 00:13:33.960 --> 00:13:40.680 - Adds unique to your standard search results you 00:13:40.680 --> 00:13:47.400 - have sitelinks or all extensions location offers and 00:13:47.400 --> 00:13:52.642 - applications. These are what can help boost your performance of 00:13:52.642 --> 00:13:57.816 - these ads. No longer is the day where my search result will only 00:13:57.816 --> 00:14:02.990 - lead to a single page. It may have multiple links in this ad. 00:14:02.990 --> 00:14:08.960 - It may have a phone number that if I'm on mobile and I'm an end 00:14:08.960 --> 00:14:12.940 - user, I can click that number and immediately call them. 00:14:13.630 --> 00:14:19.394 - Location we talked about local SEO where the location can pop 00:14:19.394 --> 00:14:25.682 - up a map where I can get directions to the nearest store, 00:14:25.682 --> 00:14:31.970 - especially for brick and mortar. Or maybe I'm looking for a Web 00:14:31.970 --> 00:14:34.066 - Development Company in Austin, 00:14:34.066 --> 00:14:37.170 - TX. Now offer. 00:14:38.110 --> 00:14:43.791 - This one was a bit newer to me because it's not something that 00:14:43.791 --> 00:14:45.539 - we've ever used, but. 00:14:46.490 --> 00:14:49.842 - What if I had a promotion that I 00:14:49.842 --> 00:14:55.632 - wanted to? Well promote I have this awesome discount and I 00:14:55.632 --> 00:15:02.464 - want that to show up in my ad. That's going to be your offer 00:15:02.464 --> 00:15:07.344 - extension, an app that is your standard link to an 00:15:07.344 --> 00:15:11.248 - application download very popular when it comes to. 00:15:13.110 --> 00:15:20.060 - Displaying ads for mobile less. So desktop. Maybe I'm searching 00:15:20.060 --> 00:15:27.010 - for a new mobile game that is about E Commerce. 00:15:28.580 --> 00:15:34.488 - Or it's just an application, not a game. Will go back on that. I 00:15:34.488 --> 00:15:39.552 - can click this single link and it can drag me into the 00:15:39.552 --> 00:15:44.194 - application store and so I can skip a handful of steps. 00:15:45.920 --> 00:15:49.480 - Uh, to getting that conversion? 00:15:50.250 --> 00:15:54.426 - Um, we have our keywords now. Keywords is pretty 00:15:54.426 --> 00:15:58.602 - straightforward. You know these are the keywords and phrases 00:15:58.602 --> 00:16:03.706 - that we are looking to rank for the exact same with. 00:16:04.570 --> 00:16:09.280 - Short term and long-term. SCO, however, one of the unique 00:16:09.280 --> 00:16:14.461 - things with short term SCO with the PTC is we can 00:16:14.461 --> 00:16:16.345 - actually have negative keywords. 00:16:17.410 --> 00:16:20.146 - As much as I wanna show up for. 00:16:20.810 --> 00:16:27.840 - Syspro integration I don't want to show up for syspro 00:16:27.840 --> 00:16:29.949 - integration training or. 00:16:30.610 --> 00:16:33.946 - Syspro integration teachers, something that just doesn't make 00:16:33.946 --> 00:16:38.116 - sense. You know we're not training. People are trying to 00:16:38.116 --> 00:16:42.286 - teach them. That's that's not our service that's on our 00:16:42.286 --> 00:16:47.707 - product, so I can actually tell Google, hey, I want to show up 00:16:47.707 --> 00:16:52.711 - for these that can help further hone in on our target audience. 00:16:55.200 --> 00:16:59.556 - Now on to the next section of how does Google ads 00:16:59.556 --> 00:17:00.348 - actually work? 00:17:01.670 --> 00:17:06.998 - Does anyone have any questions? I was kind of long winded trying 00:17:06.998 --> 00:17:09.218 - to get some of those. 00:17:10.850 --> 00:17:15.020 - The words and the terms out there. Is there anything 00:17:15.020 --> 00:17:18.356 - that anyone would like me to elaborate on? 00:17:22.300 --> 00:17:22.930 - Um? 00:17:24.440 --> 00:17:28.316 - Just that I'm kind of stuck on the click through rate and 00:17:28.316 --> 00:17:31.546 - conversion rate. So how are how exactly are those different? 00:17:32.470 --> 00:17:39.370 - Yeah, so let's say I have an advertisement and it has 1000 00:17:39.370 --> 00:17:45.695 - impressions so 1000 people see my ad. If 100 people click 00:17:45.695 --> 00:17:49.145 - on my ad, that's a 10% 00:17:49.145 --> 00:17:54.640 - clickthrough rate. OK, now 100 people have now clicked on my 00:17:54.640 --> 00:17:56.280 - ADD and let's say. 00:17:57.140 --> 00:18:03.201 - 50 of them convert. Now my conversion rate will be 50%. 00:18:04.020 --> 00:18:06.372 - So it's kind of like a funnel, 00:18:06.372 --> 00:18:12.099 - OK? Yes, so OK that makes so much more sense. I I think I 00:18:12.099 --> 00:18:16.335 - just need like a real example of how they are connected and 00:18:16.335 --> 00:18:19.865 - they're different or the same step. They're the same statistic 00:18:19.865 --> 00:18:21.983 - but at different steps of the 00:18:21.983 --> 00:18:27.072 - cycle, OK? Cool, that is a great way of putting it. That is 00:18:27.072 --> 00:18:28.400 - exactly what it is. 00:18:29.070 --> 00:18:31.880 - Um? I know that I. 00:18:32.580 --> 00:18:37.559 - I was a little quick on that, so thank you for the question. 00:18:37.559 --> 00:18:42.155 - Would anybody else like me to touch on anymore of those terms? 00:18:47.430 --> 00:18:53.730 - I will take that silence as a know, wonderful. So first and 00:18:53.730 --> 00:19:00.030 - foremost paper click. That is what Google ads is based on. We 00:19:00.030 --> 00:19:02.130 - paid money to advertise. 00:19:02.860 --> 00:19:08.433 - Down. There's some unique ways in bidding strategies, but at 00:19:08.433 --> 00:19:14.157 - the end it's it's based on paying for every click on our 00:19:14.157 --> 00:19:19.881 - website on our add to our website. Now Google ads is not 00:19:19.881 --> 00:19:26.082 - the only form of PPC. You know. Like I mentioned, we have add 00:19:26.082 --> 00:19:31.329 - role, which has multiple ways of advertising. Whether it is a 00:19:31.329 --> 00:19:33.714 - display ad which they have 00:19:33.714 --> 00:19:38.854 - there. Own ad network or they even can. You can even run email 00:19:38.854 --> 00:19:42.674 - campaigns now these are there common and we probably miss 00:19:42.674 --> 00:19:47.258 - them, but when you're on a browser and you're in your Gmail 00:19:47.258 --> 00:19:51.842 - account, this got me the other day. There were two emails at 00:19:51.842 --> 00:19:57.190 - the top of my list that I just couldn't get rid of, no matter 00:19:57.190 --> 00:19:59.482 - how many ways I filtered or 00:19:59.482 --> 00:20:06.180 - changed. Mark is red and silly me it didn't dawn on me, but 00:20:06.180 --> 00:20:11.180 - those were advertisements. It's rather tricky how these ads can 00:20:11.180 --> 00:20:12.680 - sneak into places. 00:20:13.400 --> 00:20:16.190 - Uh, so there are. There is a large variety. 00:20:17.260 --> 00:20:19.906 - Now I talked about quality score 00:20:19.906 --> 00:20:25.119 - with. Um? For you fast readers, you know something 00:20:25.119 --> 00:20:27.004 - answers. I was gonna ask. 00:20:27.650 --> 00:20:34.886 - But starting with you Sam, what do you think makes the quality? 00:20:35.760 --> 00:20:36.830 - Then add. 00:20:45.750 --> 00:20:46.980 - Did I cut out there? 00:20:51.480 --> 00:20:52.030 - Oh 00:20:53.570 --> 00:20:56.819 - reason my window wouldn't let me select like the 00:20:56.819 --> 00:21:00.068 - microphone like Oh you're super good. I had the 00:21:00.068 --> 00:21:02.956 - little the little box saying poor connection I 00:21:02.956 --> 00:21:04.761 - was like Oh no no. 00:21:06.110 --> 00:21:10.350 - All bought my menu bar wouldn't show up. Um, what 00:21:10.350 --> 00:21:12.046 - affects the quality score? 00:21:16.980 --> 00:21:19.320 - I'm gonna say. 00:21:21.550 --> 00:21:25.158 - So. Uh, not how good. 00:21:25.740 --> 00:21:28.896 - But it is, but how relevant? 00:21:30.210 --> 00:21:32.780 - Uh huh. Um? 00:21:33.640 --> 00:21:35.110 - And maybe I, I mean. 00:21:36.090 --> 00:21:37.138 - How much you pay? 00:21:38.720 --> 00:21:39.968 - I know, I know, I know. 00:21:42.460 --> 00:21:44.500 - Cedar, I know you know. 00:21:46.070 --> 00:21:48.010 - You are mostly correct. 00:21:49.520 --> 00:21:52.020 - Or a couple of pieces missing? Patrick, do you know 00:21:52.020 --> 00:21:53.270 - what those pieces might be? 00:21:56.940 --> 00:21:57.790 - No, Sir. 00:22:00.540 --> 00:22:06.810 - Alright, well stop Sam you with relevance we need to have 00:22:06.810 --> 00:22:11.370 - keywords just like organic aecio. I'm doing keyword 00:22:11.370 --> 00:22:18.210 - research an I'm trying to rank for those now. The money piece 00:22:18.210 --> 00:22:24.423 - it actually. It's not a part of your quality score, but your ad 00:22:24.423 --> 00:22:30.090 - rank. Is your quality score with a multiplier of what you're 00:22:30.090 --> 00:22:36.148 - paying, so the 2GO hand in hand to create our ad right now? 00:22:37.440 --> 00:22:39.786 - Here is the fun and frightening 00:22:39.786 --> 00:22:45.050 - thing. Yeah, let me explain one thing that's crazy about this. 00:22:45.050 --> 00:22:49.714 - So let's say Riley wants to write an ad about whatever 00:22:49.714 --> 00:22:53.954 - selling vy ghagra. Then he creates this landing page that 00:22:53.954 --> 00:22:59.042 - talks about basketball and then he has in the ad that talks 00:22:59.042 --> 00:23:04.130 - about by Ghagra. The keyword is selling Vy Ghagra. But then the 00:23:04.130 --> 00:23:08.794 - description is best. Prices on pool toys. Well Google when he 00:23:08.794 --> 00:23:10.914 - creates and submits that ad. 00:23:11.320 --> 00:23:14.980 - Google actually goes through and clicks and loads the ad and does 00:23:14.980 --> 00:23:18.335 - an analysis of the keyword against the ad that he wrote 00:23:18.335 --> 00:23:21.690 - against the landing page. It actually set you too and looks 00:23:21.690 --> 00:23:25.655 - at a mall and that's what all this is talking about. So the 00:23:25.655 --> 00:23:29.010 - quality of the landing page in the relevance that it's like. 00:23:29.010 --> 00:23:33.280 - Well, you said the keyword was Viagra but you sent me to a page 00:23:33.280 --> 00:23:36.635 - that talks about basketball, so it's going to get really super 00:23:36.635 --> 00:23:39.990 - low quality score. So the one thing that's confusing all of 00:23:39.990 --> 00:23:43.040 - what we're saying here makes sense, but what you don't 00:23:43.040 --> 00:23:46.632 - understand is. Google literally every time you submit an ad, 00:23:46.632 --> 00:23:50.714 - goes through and does a full audit of that. Add all the way 00:23:50.714 --> 00:23:54.168 - through the clicks that a user would take and it evaluates 00:23:54.168 --> 00:23:56.994 - everything that that user would see and scores it. 00:23:58.030 --> 00:23:58.440 - No. 00:24:00.500 --> 00:24:06.636 - Thanks Xactly, right there on it is a fascinating way that it it 00:24:06.636 --> 00:24:09.468 - goes through in stores us you. 00:24:13.710 --> 00:24:14.290 - Sorry. 00:24:16.450 --> 00:24:17.310 - Yes. 00:24:20.230 --> 00:24:25.323 - But that's exactly right. Google will crawl the quality of the 00:24:25.323 --> 00:24:29.027 - land and you can both be dad OK. 00:24:32.730 --> 00:24:37.680 - That's right, the relevance of the keywords, but the quality 00:24:37.680 --> 00:24:42.630 - landing page. Now the other pieces that past performance on 00:24:42.630 --> 00:24:48.570 - the search that is the key reason why when we kick these 00:24:48.570 --> 00:24:53.520 - back up and running, I'm planning on starting with new 00:24:53.520 --> 00:24:59.460 - campaigns. There were ads that we had the help with our Google 00:24:59.460 --> 00:25:04.370 - account manager. Or some consulting with word strained. 00:25:05.050 --> 00:25:09.571 - Things pan out, I don't. That's extra baggage. That's a great 00:25:09.571 --> 00:25:14.092 - way that'll put it is your past performance. It's either going 00:25:14.092 --> 00:25:18.613 - to be extra baggage or it's going to be extra muscle. 00:25:18.613 --> 00:25:23.956 - That'll help push you forward. So the next piece is going to be 00:25:23.956 --> 00:25:26.011 - how to setup glads, but. 00:25:27.770 --> 00:25:29.798 - It works on. 00:25:30.710 --> 00:25:34.028 - Money. And, uh, live score. 00:25:34.840 --> 00:25:37.269 - So we'll dive into how to actually. 00:25:39.440 --> 00:25:45.044 - We kind of already talked about ad rank and its relation to 00:25:45.044 --> 00:25:50.648 - quality score, which we're going to do a little bit more. There 00:25:50.648 --> 00:25:55.318 - are different ad campaign types. We mentioned the location match 00:25:55.318 --> 00:26:00.922 - types will be a new little topic for us that involve keywords, 00:26:00.922 --> 00:26:04.658 - headlines and descriptions. Very self explanatory. We talked 00:26:04.658 --> 00:26:08.861 - about some extensions and another topic that we will. 00:26:09.050 --> 00:26:13.938 - Actually have an entire segment over is retargeting. 00:26:14.800 --> 00:26:16.148 - So first and foremost. 00:26:16.720 --> 00:26:23.038 - We have our ad rank in our quality score. This is the bread 00:26:23.038 --> 00:26:28.870 - and butter of Google ads. Your ad rank is determined by two 00:26:28.870 --> 00:26:33.244 - factors. We talked about qualities for an. We talked 00:26:33.244 --> 00:26:39.562 - about money add ranks is going to be where we plays and of 00:26:39.562 --> 00:26:44.422 - course the redundancy of quality score just to reinforce exactly 00:26:44.422 --> 00:26:47.338 - how important that we focus on 00:26:47.338 --> 00:26:52.024 - having. Ads with a higher quality score. One of the 00:26:52.024 --> 00:26:55.720 - things. That Can actually 00:26:55.720 --> 00:26:58.400 - help me. Door ads. 00:26:59.840 --> 00:27:04.556 - Your ad rank is based off of those two factors. Quality score 00:27:04.556 --> 00:27:06.521 - and your bid your money. 00:27:07.500 --> 00:27:08.920 - If one goes up. 00:27:10.330 --> 00:27:12.700 - You were paying more money. 00:27:14.020 --> 00:27:18.250 - Well, our ad rank will go up, however, if our 00:27:18.250 --> 00:27:19.942 - quality score goes up. 00:27:20.970 --> 00:27:25.208 - Our ad rank as well will go up the related to one another. 00:27:26.630 --> 00:27:32.130 - You can actively save yourself thousands of dollars just by 00:27:32.130 --> 00:27:37.630 - making sure that you deliver quality ads that are relevant 00:27:37.630 --> 00:27:40.380 - with amazing landing pages that. 00:27:41.080 --> 00:27:44.356 - And history to back that up. 00:27:45.350 --> 00:27:47.456 - And so that is one of the most important. 00:27:49.680 --> 00:27:51.468 - Creating these ads. 00:27:53.010 --> 00:27:58.188 - Stress employee. ESCO and the CRO. 00:28:00.170 --> 00:28:04.960 - Because that is what our quality score is made up. 00:28:07.960 --> 00:28:10.930 - The different ad campaign types. 00:28:11.690 --> 00:28:15.793 - See how y'all were listening. Some Patrick raise your hand. I 00:28:15.793 --> 00:28:20.642 - apologize for your audio is cutting in and out and I'm OK. I 00:28:20.642 --> 00:28:22.880 - thought that was just me it 00:28:22.880 --> 00:28:26.050 - yeah. It's cutting in and out. 00:28:26.050 --> 00:28:28.970 - Yeah, OK. How much did we miss? 00:28:30.540 --> 00:28:32.564 - We heard it all. Just every other word. 00:28:33.940 --> 00:28:36.921 - Nice Yeah. Alright so I'm gonna go back and I'm gonna 00:28:36.921 --> 00:28:38.005 - repeat every other word. 00:28:39.240 --> 00:28:44.364 - So while I have good audio, full speed through the quality scores 00:28:44.364 --> 00:28:47.008 - important. That is why it is showing. 00:28:50.030 --> 00:28:54.001 - You're in and out of group rank. You're completely gone again. 00:28:54.650 --> 00:29:00.624 - Oh, noodles. So let me talk for minute and you take a look 00:29:00.624 --> 00:29:04.392 - at your connection and just see if you can figure something out. 00:29:04.392 --> 00:29:07.532 - So the thing about quality, score, quality, score not only 00:29:07.532 --> 00:29:11.300 - effects where you rank and wear your ad, how well it displays, 00:29:11.300 --> 00:29:16.010 - but let's say on a score of zero to 10. If you have a quality 00:29:16.010 --> 00:29:20.720 - score of four in order to show up in place one you may spend $5 00:29:20.720 --> 00:29:25.116 - to show up in position, one for a click and a competitor who has 00:29:25.116 --> 00:29:27.000 - the quality score of eight might 00:29:27.000 --> 00:29:31.580 - only pay $2. So your quality score directly affects. 00:29:32.740 --> 00:29:36.133 - The amount of money you pay for a position. 00:29:37.660 --> 00:29:41.543 - Alright Riley, try your audio again then that is exactly what 00:29:41.543 --> 00:29:45.426 - I was trying to with Skippy audio. Is that any better? 00:29:46.910 --> 00:29:49.202 - It was bad for a minute, but it sounds like it's better. 00:29:51.260 --> 00:29:52.550 - Okely dokely. 00:29:53.640 --> 00:29:55.650 - Well, I. 00:29:56.860 --> 00:30:00.178 - I hope that it stays decent. 00:30:00.630 --> 00:30:04.865 - Please please stop me if it's bad. 00:30:07.380 --> 00:30:14.172 - You're good so far. OK, so I had mentioned ad campaigns and 00:30:14.172 --> 00:30:15.870 - the different types. 00:30:16.490 --> 00:30:22.082 - Um, see if everyone still listen in here better. Yes, they could 00:30:22.082 --> 00:30:28.606 - hear me Sam. What are some of the ad types that can pop up? 00:30:30.240 --> 00:30:32.600 - Oh, add types, uh? 00:30:37.530 --> 00:30:40.802 - Um? Colors banners 00:30:40.802 --> 00:30:44.278 - um. There's pop up videos. 00:30:46.570 --> 00:30:47.640 - Um? 00:30:49.970 --> 00:30:52.270 - I'm running low on. 00:30:53.580 --> 00:30:54.720 - Any others? 00:30:58.200 --> 00:31:02.320 - They wanna. Display display 00:31:04.930 --> 00:31:09.956 - let me just to me like banners are just are like a catchall for 00:31:09.956 --> 00:31:13.546 - display I guess or look the same thing interchangeable. They're 00:31:13.546 --> 00:31:16.418 - actually different. They're not there. Yeah, there's two 00:31:16.418 --> 00:31:20.008 - completely separate places on Google where your ads can show 00:31:20.008 --> 00:31:23.957 - up under the display network or the standard search network. So 00:31:23.957 --> 00:31:27.188 - there are two completely separate areas and you pay 00:31:27.188 --> 00:31:30.778 - independently as well for him, and you can run independent 00:31:30.778 --> 00:31:33.650 - budgets on them, and they're even tracked independently. 00:31:34.150 --> 00:31:37.058 - Stop. That's pretty cool, yeah. 00:31:41.650 --> 00:31:45.610 - So the first being served at. 00:31:47.070 --> 00:31:52.122 - Um, which will be our textual base look very similar to the 00:31:52.122 --> 00:31:53.806 - results in the Serp. 00:31:54.620 --> 00:32:00.180 - Display ads what you were talking about, Sam the defers 00:32:00.180 --> 00:32:06.296 - that will pop up or the images or so and video. 00:32:07.380 --> 00:32:09.560 - 1st. Search app. 00:32:10.600 --> 00:32:15.000 - We see it every most every single, uh, Google search. 00:32:15.000 --> 00:32:19.840 - It pops up at the top, has at next to it. 00:32:22.330 --> 00:32:27.748 - Or headline our description. There are extensions which we 00:32:27.748 --> 00:32:31.360 - will be going over a little 00:32:31.360 --> 00:32:37.801 - bit later. But there are two types of search 00:32:37.801 --> 00:32:43.012 - advertisements. You have and as an end user. You're actually. 00:32:43.012 --> 00:32:47.492 - You'll never find out the difference you have for standard 00:32:47.492 --> 00:32:53.316 - where Riley goes in and he types the tie bar pocket squares and 00:32:53.316 --> 00:32:58.692 - that's my headline and my just is a celebrity super years dot 00:32:58.692 --> 00:33:03.620 - dot dot. And that's there's my search ad well, a responsive 00:33:03.620 --> 00:33:09.444 - search ad I might put in the tie bar pocket squares as one 00:33:09.444 --> 00:33:14.360 - headline. And well made pocket squares as another an pocket 00:33:14.360 --> 00:33:18.280 - squares and handkerchiefs as another. I have multiple 00:33:18.280 --> 00:33:24.650 - versions of headlines that I stock up on and I do the exact 00:33:24.650 --> 00:33:26.610 - same thing for the 00:33:26.610 --> 00:33:29.280 - descriptiones. And so now I have 00:33:29.280 --> 00:33:36.378 - this single ad. That has a ton of options and Google. 00:33:37.090 --> 00:33:42.004 - Utilizes machine learning in their algorithms to at first 00:33:42.004 --> 00:33:46.918 - just randomly rotate and slowly overtime Google start selecting 00:33:46.918 --> 00:33:52.378 - the best performing ads or the best performing combination. I 00:33:52.378 --> 00:33:54.562 - should say of ads. 00:33:55.130 --> 00:34:00.542 - And the exciting thing about these is this is a very. 00:34:02.010 --> 00:34:09.618 - Really easy way of efficiently AB testing different 00:34:09.618 --> 00:34:12.471 - headlines and different 00:34:12.471 --> 00:34:17.404 - descriptions. Um so responsive search ads are a very. 00:34:18.260 --> 00:34:21.550 - Wonderful addition to the repertoire for search 00:34:21.550 --> 00:34:26.720 - advertisement. It also Riley it doesn't do just to see which 00:34:26.720 --> 00:34:32.360 - performs better. It does it such that if somebody were if you 00:34:32.360 --> 00:34:37.060 - look at those two descriptions one says fines Mens accessories. 00:34:37.060 --> 00:34:42.230 - The other says men's apparel. So if somebody were to type 00:34:42.230 --> 00:34:45.520 - something like handkerchiefs, accessories, it could actually 00:34:45.520 --> 00:34:48.340 - serve up the pocket squares and 00:34:48.340 --> 00:34:51.852 - handkerchiefs title. But the above celebrity secret for years 00:34:51.852 --> 00:34:55.056 - accessories description so it dynamically changes the add to 00:34:55.056 --> 00:34:59.684 - try to make it more relevant to the keyword the person put in. 00:34:59.684 --> 00:35:03.956 - That's part of the reason why we do all of these variations. 00:35:07.400 --> 00:35:08.350 - Yes. 00:35:09.620 --> 00:35:15.132 - Um within the ad groups we do try to target a number of 00:35:15.132 --> 00:35:19.372 - keywords and that is exactly what these responsive search ads 00:35:19.372 --> 00:35:21.916 - are is that they are dynamic. 00:35:22.870 --> 00:35:27.766 - The next kind of like the bands you mentioned are your display 00:35:27.766 --> 00:35:32.662 - advertisements. We can see this is some blog and over here on 00:35:32.662 --> 00:35:35.110 - the left hand side we have 00:35:35.110 --> 00:35:41.165 - these. Random banners and these will show up in a number of 00:35:41.165 --> 00:35:46.690 - locations as we see right now is showing up on a web page. 00:35:47.690 --> 00:35:52.790 - In the search engine results page, these banners also show 00:35:52.790 --> 00:35:55.638 - up. Less frequently though. 00:35:57.400 --> 00:36:01.162 - The ones that always kill me is applications. You're 00:36:01.162 --> 00:36:05.760 - sitting there swiping on your phone just trying to read the 00:36:05.760 --> 00:36:09.940 - news, and you're getting these random popups or Candy Crush 00:36:09.940 --> 00:36:15.792 - and all of a sudden ad pops up. And I gotta wait 5 seconds 00:36:15.792 --> 00:36:19.972 - before I can click the X that the display advertisement. 00:36:19.972 --> 00:36:24.152 - There are a number of tools to create these ads. 00:36:25.770 --> 00:36:31.386 - But it functions the same way search ads do. We have our 00:36:31.386 --> 00:36:35.598 - bidding our keywords even though there's no text in 00:36:35.598 --> 00:36:39.342 - here, there are keywords. We're targeting our audiences. 00:36:41.390 --> 00:36:47.162 - How will jump to the last type is video advertisement and as I 00:36:47.162 --> 00:36:51.602 - write we all mobile these pesky bub versus not buffers. 00:36:53.320 --> 00:36:59.130 - Nobody like to sit through these ads on the tube. 00:37:00.360 --> 00:37:03.880 - Or ever other plan the. 00:37:05.230 --> 00:37:06.178 - These are the. 00:37:07.460 --> 00:37:14.270 - Set through wait like skip at. Very straightforward, but it 00:37:14.270 --> 00:37:21.080 - utilizes the same formula. You have the keywords, another big 00:37:21.080 --> 00:37:27.890 - one for all three of these are the placement I 00:37:27.890 --> 00:37:30.614 - can actually slide in. 00:37:31.200 --> 00:37:38.320 - Each. Uh, websites saying Hey I want to show up on Forbes or 00:37:38.320 --> 00:37:44.885 - wanna bid on finance dot Yahoo and you can try to hone in 00:37:44.885 --> 00:37:47.690 - and Taylor. Um? 00:37:48.780 --> 00:37:53.158 - Your ads now I'm realizing we are going to be running 00:37:53.158 --> 00:37:54.750 - out of time before. 00:37:57.110 --> 00:37:59.840 - We have 10 more minutes. 00:38:00.520 --> 00:38:05.296 - Um, I still have plenty of material to cover on this topic. 00:38:06.890 --> 00:38:11.488 - Does anyone have any questions that I can answer right now? 00:38:12.050 --> 00:38:17.230 - Um or should I elaborate on the things we've gone over or I can 00:38:17.230 --> 00:38:21.670 - keep going and just see how much longer we can get in? 00:38:26.540 --> 00:38:28.890 - I'm gonna do continuing on. 00:38:30.260 --> 00:38:34.910 - Anyone else? I have some. I have a quick meeting at three, but. 00:38:37.890 --> 00:38:42.037 - 'cause right now I'm only about halfway through this little like 00:38:42.037 --> 00:38:43.545 - a slide over halfway. 00:38:45.240 --> 00:38:48.022 - I got a demo in nine minutes so I'm gonna have to bail 00:38:48.022 --> 00:38:48.878 - here in about 4. 00:38:50.480 --> 00:38:55.111 - Alright, so. What we will do then is I'll 00:38:55.111 --> 00:38:56.140 - talk about location. 00:38:57.650 --> 00:39:01.938 - Location is the local aecio. This is the 00:39:01.938 --> 00:39:07.298 - geographical area I'd like for my ads to be shown. 00:39:09.070 --> 00:39:16.938 - A great example is I don't know the last time we had a deal 00:39:16.938 --> 00:39:23.682 - clothes from India. Let's say, well, I don't want to pay for 00:39:23.682 --> 00:39:29.302 - my advertisements to show up to folks who are searching. 00:39:30.910 --> 00:39:36.214 - Who live in India. I just know that we're not closing deals 00:39:36.214 --> 00:39:40.192 - over there so I can actually decide to omit. 00:39:41.090 --> 00:39:42.929 - That geographical area. 00:39:43.720 --> 00:39:48.568 - And Conversely, I can actually target specific areas. 00:39:49.390 --> 00:39:55.194 - Um? Now they are not mutually exclusive, but they're 00:39:55.194 --> 00:39:59.868 - both important. If I don't target specific areas. 00:40:00.390 --> 00:40:06.350 - Then Google will treat all locations as equal. However, if 00:40:06.350 --> 00:40:12.310 - I specifically target the US over Canada, it just leave 00:40:12.310 --> 00:40:15.886 - Canada. We still might show up 00:40:15.886 --> 00:40:19.226 - to Canadian. Google 00:40:19.226 --> 00:40:27.030 - searchers users. But the algorithm is going to 00:40:27.030 --> 00:40:30.648 - prefer. US based users. 00:40:31.210 --> 00:40:37.402 - Um, so does the very important step that can. 00:40:38.390 --> 00:40:39.030 - Really. 00:40:40.560 --> 00:40:43.450 - The budgeting of your campaign. 00:40:44.320 --> 00:40:50.056 - Um? The next we have is keywords. 00:40:50.860 --> 00:40:57.216 - I think I have enough time to squeeze in, um, I think I might 00:40:57.216 --> 00:41:01.756 - want to hold off. Does anyone have any quick questions? 00:41:04.810 --> 00:41:07.010 - No, I think I'm good. 00:41:09.290 --> 00:41:10.490 - City from my main as well. 00:41:12.190 --> 00:41:14.050 - Okie dokie so. 00:41:14.830 --> 00:41:20.570 - Keywords we've been over this with our long-term. SCO very 00:41:20.570 --> 00:41:22.866 - straightforward. It's the exact 00:41:22.866 --> 00:41:29.080 - same as. It is for short-term the same research, 00:41:29.080 --> 00:41:35.280 - the same analytics data. However, we are deciding what to 00:41:35.280 --> 00:41:37.140 - actually pay for. 00:41:37.730 --> 00:41:43.208 - Now there is a level of specificity or targeting that we 00:41:43.208 --> 00:41:49.184 - can focus on with our keywords an that is our match types. 00:41:50.070 --> 00:41:52.995 - There are four different match types our broad match. 00:41:53.590 --> 00:41:59.460 - Our modified broad match our phrase match and the exact 00:41:59.460 --> 00:42:03.925 - match. Um, I'm going to use the example. 00:42:07.450 --> 00:42:09.580 - Socks for kittens. 00:42:10.790 --> 00:42:15.760 - If I did broad match and I'm in a rank for socks for kittens 00:42:15.760 --> 00:42:19.665 - because I need adorable socks for my cat for some reason. 00:42:21.360 --> 00:42:28.642 - Any Google search that has socks or four or even kittens? 00:42:29.700 --> 00:42:35.895 - As long as it has one of those words that we could show up for 00:42:35.895 --> 00:42:40.851 - that, that's the broad match. It's as wide of Annette as you 00:42:40.851 --> 00:42:42.503 - can possibly cast now. 00:42:43.630 --> 00:42:45.818 - Favorite is it would. 00:42:46.600 --> 00:42:48.000 - It would show up. 00:42:50.640 --> 00:42:57.396 - Yep, you only need to use any one word within your keyword 00:42:57.396 --> 00:43:05.278 - list or phrase and it will show up. And that's the kind of scary 00:43:05.278 --> 00:43:07.530 - thing about this is. 00:43:08.630 --> 00:43:14.450 - I may not want to show up for a lot of these matches now. We 00:43:14.450 --> 00:43:18.330 - talked about negative keywords and that helps offset some of 00:43:18.330 --> 00:43:22.986 - that, but Google came out with a modified match which this ones 00:43:22.986 --> 00:43:24.150 - my favorite, the. 00:43:25.230 --> 00:43:27.258 - Modified broad match. 00:43:28.390 --> 00:43:35.530 - It locks in certain keywords, so if I wanted socks 00:43:35.530 --> 00:43:41.992 - and kittens. To be the most important piece of my 00:43:41.992 --> 00:43:47.811 - keyword phrase, I could actually lock in socks and lock in 00:43:47.811 --> 00:43:55.110 - kittens so. Any Google search that has both socks in it and 00:43:55.110 --> 00:44:01.690 - kittens? I'll show up for it doesn't matter if it's socks for 00:44:01.690 --> 00:44:04.190 - chickens or blue kittens socks. 00:44:04.810 --> 00:44:10.629 - Before how to crochet kitten socks is has kittens and socks 00:44:10.629 --> 00:44:12.216 - will show up. 00:44:13.120 --> 00:44:16.928 - Now. Phrase match is. 00:44:17.960 --> 00:44:25.201 - It locks in a phrase so soft for kittens, but any search that 00:44:25.201 --> 00:44:27.986 - has anything before or after 00:44:27.986 --> 00:44:30.620 - that. It'll still show up. 00:44:31.170 --> 00:44:36.890 - So phrase match in your whole phrase, but it'll then broad 00:44:36.890 --> 00:44:41.050 - match it from there. Does that make sense? 00:44:43.810 --> 00:44:44.390 - Yes. 00:44:45.850 --> 00:44:51.562 - OK, now exact match that will last in the whole thing. If 00:44:51.562 --> 00:44:53.466 - somebody searches socks for 00:44:53.466 --> 00:44:58.498 - kittens. Will show up any sort of deviation from that. 00:44:59.510 --> 00:45:06.086 - It's not going to happen we we won't show up whatsoever. That 00:45:06.086 --> 00:45:08.826 - is a very helpful thing. 00:45:09.390 --> 00:45:15.292 - Um, the problem with exact match and these are even ordered in a 00:45:15.292 --> 00:45:20.740 - specific a specific manner. Too broad match which is going to be 00:45:20.740 --> 00:45:24.372 - a dish net we can catch to exact 00:45:24.372 --> 00:45:26.340 - match. Smallest. 00:45:28.490 --> 00:45:32.846 - Utilizing a mixture of the match types can be. 00:45:33.980 --> 00:45:39.745 - I can use. 100 different keywords for one campaign and 00:45:39.745 --> 00:45:42.820 - have 25 of each type. 00:45:43.710 --> 00:45:49.030 - But finding that right, finding the right, those keywords can 00:45:49.030 --> 00:45:50.626 - be occasionally difficult. 00:45:52.200 --> 00:45:57.227 - For me, I love using the modified broad match. There have 00:45:57.227 --> 00:46:02.254 - been a number of times where I've covered keywords that or 00:46:02.254 --> 00:46:07.281 - keyword phrases that I had no idea would perform so well. 00:46:07.930 --> 00:46:15.190 - Uh, so provide the modified at broad and modified together. The 00:46:15.190 --> 00:46:17.170 - modified broad match. 00:46:17.840 --> 00:46:22.340 - Uh, is my personal favorite. The phrase match is going to be. 00:46:23.070 --> 00:46:29.930 - Precise the exact matches the exact match of it will 00:46:29.930 --> 00:46:33.360 - dig away a read these. 00:46:34.110 --> 00:46:36.574 - Change the structure like 00:46:36.574 --> 00:46:41.382 - modified. I did it again. The modified broad match. You 00:46:41.382 --> 00:46:46.814 - actually have a plus sign in for each key that you want to lock 00:46:46.814 --> 00:46:52.760 - in. So. Using these, each types mixed 00:46:52.760 --> 00:46:54.020 - with adding. 00:46:55.520 --> 00:47:01.440 - Your campaigns an average and really tell me. 00:47:02.280 --> 00:47:04.368 - It be efficiency. 00:47:05.170 --> 00:47:10.898 - And the performance of your advertisements on the 00:47:10.898 --> 00:47:12.330 - Google ads. 00:47:13.660 --> 00:47:17.980 - That slide 26 of 42.