Learn Google Adwords & Save Thousands on Agency Fees

This course will help even a complete novice to build, maintain and optimise Google Adwords campaigns that make money.
4.9 (10 ratings)
Instead of using a simple lifetime average, Udemy calculates a
course's star rating by considering a number of different factors
such as the number of ratings, the age of ratings, and the
likelihood of fraudulent ratings.
1,521 students enrolled
Instructed by Carl Lewis Marketing / Advertising
$19
$20
5% off
Take This Course
  • Lectures 47
  • Length 3 hours
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
Wishlisted Wishlist

How taking a course works

Discover

Find online courses made by experts from around the world.

Learn

Take your courses with you and learn anywhere, anytime.

Master

Learn and practice real-world skills and achieve your goals.

About This Course

Published 7/2015 English

Course Description

In this course you will learn how to create highly effective Adwords campaigns for your business that are quick and easy to manage and make you and your business more money.

The truth is you don't need to pay an expensive ad agency to do this for you, anyone with a few spare hours per month can run a successful Adwords campaign, you really only need to know two things:

  1. How to set up your campaigns properly.
  2. How to manage and optimize your campaigns effectively

This may sound very simple, but its the truth.

After working with Adwords clients for over 8 years now, the most common, recurring problem I see with failing campaigns, is they have been set up poorly and the owner has no idea how to manage them.

This course is designed to solve this problem by giving you a step by step road map for setting up and managing high quality Adwords campaigns

What Will You Learn In This Course?

In this course I will show you step by step how to set up and manage your campaigns for the maximum possible results, this includes:

  • How to set up your account and campaigns
  • How to find your way around the Adwords platform
  • How to properly structure your campaigns
  • How to perform effective keyword research
  • How to write high quality, compelling ads
  • How to effectively track conversions so you know what is working
  • How to optimize you account to continually make campaigns more profitable
  • BONUS - How to create advanced display re-marketing campaigns
  • And much more

What's more, I will be on hand to answer any questions you might have.

So what are you waiting for? lets get started! click the take this course button and I will see you in the members area

What are the requirements?

  • To take this course you should be interested in learning Google Adwords, apart from that nothing else is required, except a willingness to follow instructions and learn from the course material

What am I going to get from this course?

  • Learn How To Build Proffesional Adwords Campaigns
  • Understand How To Improve and Optimize Adwords Campaigns
  • Access To Ongoing Support And Updates

What is the target audience?

  • Entrepreneurs
  • Marketing Professionals
  • Business Owners
  • Marketing Students
  • Anyone Wanting to Learn Adwords

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.

Curriculum

Section 1: Getting To Know AdWords
01:11

Hi and welcome to this Learn Google Adwords training, in this first video we will be looking at the basics and just explaining exactly what Google Adwords is, and what you can expect to get from the course.

The goal of this Adwords training is to get you to a point where you know how to use Adwords effectively yourself, without having to pay a professional Adwords consultant, or agency to do it for you.

The truth is in most cases, it is completely unnecessary to pay an agency thousands to create you a campaign and manage it, for example if you are a small business, with a low budget, you can save yourself a lot of money by simply spending a bit of time to learn the basics, it is actually very easy to set up a good, high quality campaign all by yourself.

However you will have problems with your campaigns if you don’t learn how to use Adwords effectively, the reason for this, is if you make a lot of little mistakes in your setup these can cause you big problems later on.

There is nearly 4 hours of video content here on the site, so enjoy this free Google Adwords training and if you have any question or comments please ask them in the comments section below and we will be happy to help.

03:02

In this video we will be looking at the different types of campaigns that are available in Adwords

When starting an AdWords campaign you have to decide the type of campaign you’re going to run. AdWords offers 3 different types of campaigns, and understanding each one is essential to achieving maximum ROI. The product you are advertising might sell well via one ad type, but not so well with another. Therefore, it is very important to identify your goals and find the campaign type that offers the best solution.

Below you can see the 3 main ad types:

3 Main Different Types of Campaigns

  • Search ads: These ads are visible in the SERP’s (search engine results page). They are located above the first few results and on the right hand side. If you want to place your ad at the top of the pile, then you’ll need to enter a competitive bid, as well as having high quality ads. That’s because the ads are arranged top to bottom depending on the bid amount and other quality factors that Google uses to determine an ads rank. The ads that are shown will be related to the keyword the user typed in to generate that particular SERP.
  • Display network: this is a collection of websites that have signed up to display Google Ads. It gives you an opportunity to have your ads placed on related websites. Under this model Google and the website owner will split the income that’s generated from your ad.
  • Sponsored shopping results: these ads are visible on the SERP’s, but differ from standard search ads. Each product entry has a picture, title and price. The ads type is in block format and takes up more space, these ads are used by Ecommerce businesses and require you to be linked to Google Merchant Centre, it is an excellent alternative, or addition to standard search ads.

Each of the 3 options above gives you give you very different targeting options. There is no right or wrong type of advertising campaign to choose. The option you go with will ultimately depend on your preferred advertising style, type of product and most importantly what provides the highest ROI.

Watch the helpful video above for a visual explanation of the 3 different types of campaigns. Also don’t forget to leave your thoughts and comments on this topic in the comments section below.

Section 2: Getting Started
How to Setup a Google Adwords Account
02:12
03:49

In this video and the next 3, we will be Setting up a Google Adwords Campaign.

The first step of the process is to go to the campaigns page in your

account area. However, instead of clicking on the “Create Your First

Campaign” button at the top of the page, instead scroll down to the

“creating advanced campaigns” link.

Once the link is clicked you’ll be taken to a page where you can create the Google AdWords campaign with a high degree of flexibility. That’s perfect, because by modifying the little details of the camping you can tweak the effectiveness. Furthermore, you’ll see that setting up a Google AdWords campaign is very straightforward.

At the top of the page the type of campaign will be displayed. By default it’s set to search network with display select. The display select feature is new and does have advantages, but for new campaigns it’s better to have it switched off. Therefore, access the “type” drop down box and select Search Network Only. To the right of that select all features, and name your campaign. It’s a smart idea to give your campaign an appropriate name. Eventually you might have many campaigns running simultaneously, and knowing how to tell them apart is important.

Scroll down further and you’ll see the network section. Here will be a tick next to the “include search partners”. This refers to other websites and smaller search engines that make use of Google search technology, which also allow you to advertise. However, for your first campaign switch them off.

That’s the basics covered of setting up a Google Adwords campaign. In the next video you will learn how to play around with the locations feature to fine tune your campaign. If you have any comments or questions about this video, then don’t hesitate to leave it in the comments section below.

02:54

In this video we’ll be taking a look at location targeting, which is essential for advertisements that are location specific. For example, if you are running a dental office in Leeds, then it makes little sense to spend advertising money on people looking for a dentist in London. You’ll see that setting up a Google AdWords campaign to be location specific is straightforward.

In the location section you can begin by typing in the name of a city into the search bar, and a list of options will be displayed, from which you can add to your campaign. Likewise, you can choose to exclude a particular city from your campaign. This would make sense to do if you know there is a particular area that converts poorly or doesn’t contain your target audience.

Alternatively, for more flexibility you can go to the advanced search feature. When setting up a Google AdWords campaign this allows you to customize the locations in the following ways:

  • Nearby: this feature allows you to view the locations that are in close proximity to the area you have added previously.
  • Post code: you can enter the post code in the search bar at the top of the advanced features page this allows you to add much more specific location targeting.
  • Radius targeting: you can create a radius of whatever distance you want from a particular point; this means that everyone searching for your selected KW’s within that radius will see your ads.

When playing around with the location targeting techniques above you’ll be able to see a visual representation of your selections via an interactive map on the same page. The areas you have selected will be highlighted.

For some businesses effectively targeting the right areas can significantly increase their ROI. So make sure you fully understand this section before moving on to the next videos. If you’re having trouble, then don’t hesitate to drop a comment in the comment section at the end of the article with any questions about location targeting when setting up a Google AdWords campaign.

03:20

In this video we’ll be looking at languages, bid strategy, budget and delivery method when setting up a Google AdWords campaign. As mentioned previously getting all the little details for a campaign correct are important to the overall results you will eventually get from the campaigns.

Below you can see the settings we’ll be looking at in this article and video:

  • Language: This is usually set to English by default, but you can change it to any language you want by clicking on the edit link. It’s a self-explanatory setting that should be obvious for most users.
  • Bid Strategy: There are a number of options to choose from when selecting your bid strategy. The default option is that AdWords will set your bids, to help maximize clicks within the target budget. However, a better option for most campaigns would be to set it to manual bids. This means that you can manually control how much you bid on different areas of your campaign.
  • Budget: The budget figure is set to as “per day”. You’ll typically know how much you want to spend per month, so you can divide it by 30 to make things simple and enter that value.
  • Delivery method: Here we see two options, which are standard and accelerated. The standard options shows ads evenly over the course of a day, whereas the accelerated option ensures the ads are shown as quickly as possible until the budget for the day is reached.

I hope you found this section of Setting up a Google AdWords campaign useful and as always if you have any questions about this video or article, then leave your comments in the comments section below and I’ll get back to you as soon as possible.

03:12

This is the final video in this section on setting up a Google AdWords campaign and we’ll be recapping what we have covered in the last 3 videos and completing the campaign setup process. It’s generally good practice to go over the details of your Google AdWords campaign to make sure no mistakes were made.

Here are the items that were covered in the previous videos:

  • Campaign type: this was set to search network only, and all features were selected.
  • Name: an appropriate name was chosen for the campaign.As mentioned previously it’s important to do this so that you can easily identify campaigns going forward.
  • Networks: this section shows that the Google search network is selected, and we make sure to untick the search partners box.
  • Locations: here we looked at how the locations for a campaign can be customized. The options include adding an area by city, post code and radius – you can also exclude an area.
  • Language: the language was set to English, but you can change this depending on the nature of your product or services.
  • Bid strategy and budget: the bid strategy was set to manual and a placeholder bid of £1 was entered. A more accurate bid value can only be entered after the keyword research phase, which we will be looked at later on. The budget will depend on how much funds you have to spend on your Google AdWords campaign.
  • Delivery method: this was kept as standard so that ads can be displayed evenly over time.

The final part of setting up a Google AdWords campaign is the ad extensions. We will be using extensions in this campaign, however, we won’t be setting them up at this stage, and instead we will be doing this in a later video from the extensions tab in the main interface. The reason for this is it will be easier to select and create good high quality extensions after we do some research and competitor analysis.

Once all the details are verified you can scroll to the bottom of the page and click the “save and continue” button. The next page will be an ad group page, but we’ll skip this page by clicking on the cancel button at the bottom of the page. This takes us to the main AdWords interface and the campaign setup is complete.

If you have any questions about this video or article, then don’t hesitate to leave a comment in the comments section below. Understanding the basics of setting up a Google AdWords campaign is important, so make sure you understand what was covered before moving on.

05:09

In this video we’ll be taking a look at the different options in the Adwords dashboard area. It might seems like there are an overwhelming amount of menus and tabs, but once you become familiar with them you’ll soon start to know your way around.

At the start of the video you’ll notice that we are in the campaigns section of the Adwords dashboard. This shows all your campaigns, both on the left hand side and in the centre of the interface. Below the text “All Online Campaigns” you will see various tabs which include: ad groups, settings, ads, keywords, audiences, ad extensions and dimensions.

On the right hand side of the interface you’ll see a calendar drop down menu. This allows you to look at the data for your campaigns for any period of time. This is useful for creating reports in order to analyse the performance of your campaigns. Careful analysis of AdWords campaigns is essential to improving the ROI.

At the top of the page to the left of the campaigns tab is the home tab, this can be useful if you want to have a quick overview of the top level stats. Another tab that’s worth mentioning is the opportunities tab. Once your campaign has some data Google Adwords will make suggestions regarding bids, budgets and new keywords you should add to the campaign.

To the right of the opportunities tab is the tools tab where you’ll find the following options:

  • Change history: here you can view changes that were made to your Google AdWords account.
  • Conversions: here you can setup conversion tracking – there will be a video later on in this course to cover this.
  • Google analytics: this allows us to link your Analytics and Adwords accounts. The link provides insight into what the traffic is doing when it’s on your website.
  • Google merchant centre: another location where accounts can be linked.
  • Keyword planner: allows keyword research to be carried out.
  • Display planner: allows research to be conducted for the display network.
  • Ad preview and diagnosis: here you can view how your ads will appear in Google without generating unnatural impressions.

Finally, on the top, right hand side of the Adwords dashboard there is a cog that allows account related features to be accessed such as billing, and you’ll find contact information to the help department.

I hope this video and article on the AdWords dashboard was useful and clear, if you need any other help or want to leave a comment, then don’t hesitate to use the comments box below.

03:15

In this video we’ll be taking a look at how to structure Adwords campaigns, and why it’s so important.

Below are 4 of the main reasons why getting the structure right is so important:

  1. Keeps the account organised, which allows you to quickly and efficiently add new campaigns, or manage existing ones. For example, you should make sure that all campaigns are appropriately named.
  2. Ability to separate your products and services. This is a great idea if you sell multiple products via your advertising.
  3. You can create tightly themed groups of keywords and relevant ads. You’ll need to do this for different products to ensure that your keywords are relevant to the ads they trigger.
  4. Tracking is an important part of PPC campaigns, and an organized account makes it far easier to see which areas are generating you a positive ROI.

In the above “how to structure Adwords campaigns” video you’ll also see a diagram with a basic structure of how you should organize your account. You’ll notice that the campaigns are split up by the services that are offered, and for each service there are a number of ad groups. Each ad group will have tightly themed keywords associated with it, and a number of ads that are specific to these keywords.This type of account structure is extremely effective and will result in much higher quality campaigns.

When considering how to structure Adwords campaigns, think about splitting things up as much as you can. This in turn allows you to easily make specific changes without having to figure out where something is.

I hope you found this video and article on how to structure Adwords campaigns useful. If you are not sure about any of the points raised, then don’t hesitate to leave a comment in the comments section below and we’ll get back to you as soon as possible.

Section 3: Keyword Research
05:45

In this video we’ll be taking a look at how you need to go about choosing keywords for Adwords.

Choosing the correct keywords for a campaign is important, and can make or break a campaign depending on the keywords that are selected.

The good news is the process of selecting the right keywords is quite simple if done properly. To begin choosing the keywords for Adwords go to the tools tab in the Adwords dashboard and select keyword planner. There are a few options on the keyword planner page, but for now we’ll only be looking at the top option, which allows you to search for KW’s using multiple seed keywords or phrases. Once you have entered the seed keywords scroll down to the bottom of the page and click on the “get ideas” button.

On the next page you’ll be given a lot of ideas under the ad group ideas tab. Each ad group has a collection of related keywords that you can add to your campaign as a whole adgroup. This saves a lot of time, because it means that you won’t need to add keywords one by one into your campaign.

However, once you have added the keywords using ad groups go through all the added keywords one by one. This is an important step, because you might have to remove some keywords from the adgroups if they aren’t totally relevant to your product or service. You can also see the keywords individually by clicking on the keyword ideas tab.

Choosing keywords for AdWords is perhaps one of the most important parts of your pay per click campaign. Therefore, make sure you understand it completely before moving on.

05:48

In this video we’ll be taking a look at the other important aspect of choosing keywords for Adwords, including selecting the right amount to bid for each keyword or ad group. Keep in mind that the position of your ad on the SERP’s will be determined by the bid amount, and the quality of your ad.

Generally, ads that are placed higher up the page receive a higher click through rate, therefore a combination of competitive bid and highly targeted keywords will be far more likely to place you at the top of the pile.

In the results page when doing keyword research you’ll notice that each ad group has a suggested bid value. This gives you an indication of what you should be bidding. To continue click on the “review forecasts” button on the right hand side and you’ll be taken to a page where more detailed bid related information is displayed. This includes expected number of clicks and impression per day, and what the cost per month will be. The values will change depending on what bid amount you enter.

Furthermore, on the left hand side you’ll notice a targeting section. Here you can specify the locations that you want to target to narrow down the focus of your campaign. Once the information is entered you can scroll down to view further information on the different ad groups. The following information on each ad group will be displayed:

  • clicks
  • impressions
  • cost
  • CTR (clickthrough rate)
  • average CPC (cost per click)
  • and average position.

Keep in mind that the bid amount you enter does not mean that’s what you’re going to pay per click. It’s simply the maximum amount that you are willing to pay. In reality you’ll only pay a bit more than the maximum bid of the ad below you.

Finally, once you have reviewed the keyword information and are happy with your selections you can download all that information into a Microsoft Excel spreadsheet.

That covers the basics of choosing keywords for AdWords, if you have

any comments on the topics that were covered, then don’t hesitate to

leave a comment in the section below

06:16

In this video we’ll take a look at the different types of keywords available to you in Adwords, these are more commonly known as match types. Depending on the nature of your campaign, one match type might make more sense than another. As you’ll see the different match types tell Google Adwords to search for keywords with different levels of specificity.

The 5 different types of keywords that are available:

  • Broad match: this is the default match type when using the AdWords keyword tool. As the name suggests your ad will be displayed for a wide range of keywords. It includes your exact keyword, misspellings, synonyms, related searches and variations.
  • Modified broad match: you can trigger this type of keyword by placing a + in front of any word. This tells Adwords that you still want to target broadly but that specific word must be within the phrase.
  • Phrase match: this type of keyword is activated by adding inverted commas around a phrase, and it tells Google that this exact phrase must be within the keyword. However, other words can be present before or after the phrase as part of the overall keyword.
  • Exact match: as the name suggests exact match is used where we only want ads to be displayed for that exact keyword.
  • Negative match: this option allows you to indicate words that you do not want your ads to show for. For example, this could be terms such as free, or jobs for people searching for employment opportunities in your industry. Negative keywords can be added by scrolling to the bottom of the Adwords interface, and will be covered in a later video.

This article and video should give you a good understanding of the different types of keywords that can be used when setting up your campaign.

If you have any comments or questions about the different types of keywords mentioned in this video or article, then don’t hesitate to leave a question in the comments section below.

My Recommended Match Type For The Best Results
Article
02:18

This video shows you how to turn your list of broad match keywords into a list of Adwords modified broad match keywords. Adding a + sign manually in front of each keyword is not required, when we can use the power of Excel to our advantage.

To begin converting your keywords open up the Excel spreadsheet, which you downloaded from the Adwords keyword planner. Here are the steps you need to take:

Converting to Adwords Modified Broad Match

  • Step 1: create a new column to the right of the keyword column, by right clicking at the top of the keyword type column and selecting insert.
  • Step 2: select the cell to the right of the top keyword and write the formula =”+”&. Then select the cell with the keyword at the top and hit the enter button. The keyword will be copied into the fresh new column, but with a + added in the front. Select the new cell, click on the bottom right hand corner and drag to the bottom alongside the last keyword. This creates a whole new column of keywords with the + in front of them.
  • Step 3: currently the new column will be in formula form, but we want to change it to normal keywords. We do this by highlighting the whole column, right clicking and selecting copy, and then selecting paste special – select values and hit the OK button.
  • Step 4: the last step is to add a + sign on front of every word, not just in front of the phrases. Hit the ctr+H buttons and the “find and replace” function will be displayed. In the “find what” field hit the space bar, and in the “replace with” field hit the space bar followed by the + symbol. Now click on the replace all button and you are finished.

As you can see the process of creating AdWords modified broad match keywords is quick and simple, you can watch a visual walk-through of the entire process in the video above. If you have any questions about the process, then don’t hesitate to leave your question in the comments section below.

Section 4: Creating Adgroups And Ads
03:18

In this video we’ll be taking a look at creating your first adwords ad groups. An ad group is defined as a collection of one or more ads that have a common set of target keywords. You can set an individual bid for each keyword in the group, or you can set a single bid for all the keywords at the adgroup level. As you’ll see the process of setting up a Google Adwords ad group is straightforward.

To begin go to the Adwords interface and select the ad group tab, which is alongside the campaign tab. Then click on the red “+ ad group” button to the left-center of the screen – you’ll need to specify the campaign you are creating the ad group for. If you have named your campaigns appropriately, then identifying the correct campaign should be easy.

On the new ad group creation page you’ll need to enter the following information:

  • The ad group name
  • An ad that will be used in the ad group
  • The keywords for the ad group
  • And the bid amount

Once you have entered each of the fields for your ad you’ll have an opportunity to instantly preview it on the right hand side of the page. This gives you an idea of what the ad will look like when it goes live. The ad group name should be copied from the Excel spreadsheet that was downloaded earlier.

NOTE: Don’t worry about how to write effective text ads just yet, this will be covered in a later video for now just create a generic ad that you can add to each ad group.

The final stage of creating your first Adwords ad group is to enter the keywords. Since we already have all the keywords in our excel spreadsheet, all you have to do is copy and paste them into the box. The final part is to enter the bid amount for the ad group, you should also have a rough idea of the average cost per click from our keyword research.

Hopefully you can see how easy creating your first adwords ad groups can be from the Adwords interface. If you have any questions about the topic, then don’t hesitate to leave a comment in the comments section below.

02:24

In this video you will notice I have added all the adgroups as well as a new campaign, so we’ll be taking a look at the different Google Adwords adgroups and campaigns in the dashboard, and how to manage them. In the video you’ll notice that there are campaigns created separately for general keywords and locations. This makes the management of campaigns and the ad groups simpler.

Once you have the Google Adwords adgroups setup you’ll need to create the ads. Remember to write ads that are specific to the keywords that are being targeted. In this account I have separated campaigns into generic and location based.

For each ad group it’s a good idea to have 2 ads so that you can carry out A/B split testing. Testing is important in marketing, and for pay per click campaigns it is essential to continue making improvements and achieve the maximum ROI possible. You might think that a certain ad is best, but after split testing the opposite could be true.

For A/B testing to be effective create ads that are significantly different. It’s also worth mentioning that you must run the ads for a significant amount of search volume – otherwise the data will be inconclusive. From the testing you’ll be able to make changes that will improve the click-through rate and conversions.

In the next video we will be taking a look at the best practices for creating an ad. While there is no way to guarantee that an ad will be successful, there are a few things you can do to tilt the odds of success in your favour.

That’s it for an overview of Google Adwords adgroups and campaigns. If there is anything that’s unclear then don’t hesitate to leave a question in the comments section below. I’ll get back to you as soon as possible.

05:41

In this video we’ll be looking at creating Google Adwords text ads and what the best practices for doing so are. Coming up with effective Google AdWords text ads is not as difficult as you might think once you’ve had some practice and in time you should notice that there are certain things that work more effectively than others.

To begin creating an ad go to the ad tab and click on the red “+ ad” button. A drop down menu will appear, from which you should select text ad. Then scroll down to an area where you can fill out the info for the ad, if you already have ads in the adgroup the text will already be populated by the previous ad that was created, if there is no ad already present you will need to start from scratch.

The headline should be descriptive of the service or product that you are advertising. It might also be worth testing adding the location you are targeting if it’s a location based ad. For your description there are a few things to consider, firstly it is a often a good idea to have a strong call to action, the type of call to action used will depend on the type of product or service you are promoting. Another thing that entices people to click an ad is a feature or benefit. In the locksmith example this could be something like “call out within only 20 minutes”.

A common best practice is to create two ads per ad group. This allows you to carry out split testing to see which ad performs better. Testing is always recommended as an ongoing way to continue making improvements to your campaigns.

In the upcoming videos we’ll take a look at some more features that we can change in the ads, such as keyword insertion and writing ads for mobile devices. That concludes the section on creating Google AdWords text ads. If you have any comments on the material covered, then please leave a comment below.

03:11

In this video we’ll be taking a look at creating Adwords mobile ads specifically for people searching on mobile devices.

As the quality of mobile phones is increasing, the number of people using them as the device of choice for internet browsing is also increasing. You have to capitalize on that traffic, by making sure your ads are optimized for mobile traffic.

Creating Google Adwords mobile ads is very similar to standard ones that you have learnt to create in previous sections. To begin creating Google Adwords mobile ads go to the ad section of your AdWords interface and click on the red “+ ad” button. When the drop down menu appears click on text ads just like you did when creating the standard ads.

You’ll be taken to the add creation page where all the fields will be populated with the text of the previous ads. You should make changes to the text where applicable so that it is relevant to mobile users. For example, if the call to action says something like fill in a form to get a quote, you should now consider asking the potential customer to phone up instead. That’s because mobile users are more likely to call you than fill out a form on their phone.

To make your ad target mobile you need to make sure to tick the mobile box next to device preference. Once you have created the ad you’ll see a preview of it on the right hand side. It will show the ad preview exactly as it would appear on a mobile device.

When you go back to the Adwords interface you’ll notice that there will be an extra ad with the word mobile in brackets underneath it – that’s how you can distinguish it from the standard ads and going forward all mobile traffic will be shown this ad instead of the standard ad.

That’s it for creating Google Adwords mobile ads, if you have any questions about the material covered in this video or post, then write a comment in the comments section below. I’ll get back to you shortly.

04:20

In this video we’ll be taking a look at a few Google Adwords Ad Tricks that can be used to increase your click through rate.

When running a pay per click campaign you should always be thinking of new things to test to increasing your ROI. Sometimes making even the smallest of changes can have a drastic impact on the performance of an ad – you won’t know until you try and experiment a little.

The first trick that is very often overlooked is to put a full stop at the end of “description line 1”. This will extend the title of the ad with description line 1 at the end of it. Essentially the size of your ad will be increased, and therefore more likely to catch the attention of a potential customer. In most cases it will increase the click-through rate for your ad, however don’t take my word for it, do your own split testing, results will vary from industry to industry, but you wont know until you test.

Another trick to use is called keyword insertion. To do this copy the headline, remove it and then enter a curly bracket. An option for keyword insertion will then appear. In a nutshell keyword insertion allows the title of your add to be replaced by the search query the users has typed in. This makes ads more targeted to what the user is searching for. You’ll still need to enter a default text, because search terms over 25 characters long will not to fit into the title with keyword insertion. In such an instance Google will revert back to the default text. There are three options for your text, which are title case, sentence case and lower case. I suggest going with title case which will make the first letter in every word capitalised, but again you should definitely do your own testing to find out what works for you.

These are just a couple of Google Adwords ad tricks you can try out but I hope it helps you to see the importance of making small adjustments to split test in your ads. If you have any questions about the topics covered here, then don’t hesitate to leave a comment in the comments section below, also I would love to hear if you have any Google Adwords ad tricks that yo ulike to use that have helped with your ad performance

04:08

In this video we’ll be taking a look at Adwords call only ads.

Creating an Adwords call only ad is fairly straightforward, and as the

name implies it is designed for campaigns that primarily want to

generate a phone call directly from the ad. Making sure to optimise for

mobile traffic is becoming more and more important. That’s because an

increasing number of people are using their mobile phones to surf the

web, and even make purchases online. As the quality of mobile phones is

getting better, this trend is going to continue. So capitalize on the

mobile traffic that’s out there. One thing that can be sure is if you

don’t, your competitors will be.

To begin creating an AdWords call only ad click on the red “+ ad” button and on the drop down menu select the bottom option: Call-only ad. Once the ad builder opens up you’ll notice that there is a picture of a mobile phone on the right hand side – this is where your ad will be previewed.

You’ll also notice that instead of a headline a business name needs to be entered. A phone number must also be entered that the potential customer will call and there is no destination URL, because the user will not be taken to a website. However, a verification URL must be entered so that Google can verify you own the page this will be done by checking that the number you are using for your call only ads is also present on the site mentioned in your verification URL.

If you want to track your calls (which you should), then select the Google forwarding number option. This allows conversions to be tracked allowing you to see the conversions in Adwords, next you’ll need to select the conversion action, by default this will be set to the “calls from ads” option, which is Adwords default setting, this will mean that any call over 1 minute will be recorded as a conversion, you can add more options here via the conversions section which we will be covering in a future video.

I hope you found this section on creating Adwords call only ads useful and If you have any questions about the material covered, then please don’t hesitate to leave a comment in the comments section below.

Section 5: Creating Ad Extensions
02:57

So what are ad extensions? In this video we’ll be taking a look at

what ad extensions are and also how they can be used to extend and

improve the performance of your Google Adwords pay per click campaigns.

Ad extensions are another way of making your ad stand out more and often

increasing the performance and ROI of a campaign, but as well as this

they are also very useful to the person who sees the ad as it gives them

more choice and opportunity to interact with your ad and in turn your

business, which means that it is highly advised that you utilize themin

your campaigns.

To locate the ad extensions go to the “ad extensions” tab where we can take a look at the main extensions that we wil be looking at in this ad extensions section of this Adwords Training:

  • Sitelink extensions: displays sitelink that allows users to access inner pages of your website directly from the SERP’s.
  • Location extensions: allows the customer to find your nearest store.
  • Call extensions: a button will be displayed that allows customers to give you a call.
  • Callout extensions: allows you to enter descriptive text to your ad so that potential customer have a better understanding of what’s on offer.

You’ve probably already seen these extension many times before when searching on Google. They increase the size and visibility of ads, which in most cases is a good thing as your ads will stand out from the competitions and this generally increases the click through rate of your ads. If you are using Adwords ad extensions when your competitors aren’t, then you have a significant advantage over them.

Hopefully this video and article gave you a clearer understanding of what are ad extensions and how they can help improve your campaigns. In the following videos we’ll be going into more detail about the individual types of ad extensions that you can use in Adwords.

If you have any questions about this section, then don’t hesitate to leave a comment in the comments section below. I’ll get back to you as soon as I can.

07:55

Sitelink Extensions AdwordsIn this video we’ll be taking a look at how to create sitelink extensions in Adwords. Sitelinks are a great way of getting your potential customer to inner pages that can explain more about your products or services. It gives the user an alternative from the main ad link if for some reason it does not entice the user to click.

There are various type of sitelinks that differ by the level they will be presented at. For example, there are ad group sitelink extensions and campaign sitelink extensions. Some ad groups might be location specific, or offer a different service/product and creating a unique sitelink at the adgroup level ensures you are able to target your sitelinks effectively. However, in this video we’ll be sticking to campaign sitelink extensions, Adwords allows you to change this and add additional sitelinks at any time so I will generally just use campaign level sitelinks when starting a new campaign.

To begin the process of creating the sitelink extensions go to the ad extensions tab in the Adwords interface, then use the drop down to make sure you have selected sitelink extensions, next click on the red “+ extensions” button. You’ll see that the sitelink builder will display text that says at least 4 sitelinks must be created. That’s because for each ad Google Adwords will display 4 sitelinks.

To create a new sitelink you’ll need to enter the following data:

  • Link text: this is the text that will be used to display the sitelink.
  • Landing page: the URL of the landing page.
  • Device preference: this gives the option to create the sitelink extensions for mobiles only.
  • Description: this is an optional field that allows you to create descriptions for the sitelinks, which will appear underneath them. I don’t use description often, but you should test for yourself to see if they increase performance.

Once the sitelinks are created you can add and remove them from your ad by the click of a button in the selected sitelinks section (this can be seen clearer in the video) Remember that you need to create 4 sitelinks to get going.

That’s it for sitelink extensions. I hope you found this video and article useful and clear. If you have any questions about the topics covered here, then don’t hesitate to leave a comment in the comments section below.

05:18

Call Extensions Adwords – In this video we’ll be taking a look at how to add call extensions in Adwords. Call extensions add another dimension to your ads, since it gives potential customers the ability to phone you right away after viewing an ad without the need for them to visit your site. If you have a business that takes calls, then taking advantage of the call extension is a must.

To add the call extensions in Adwords go to the extensions tab and select call extensions, once again we will be selecting the campaign level Adwords extension here. In the call extension builder you’ll need to enter the following information:

  • Phone number: here enter the number you want potential customers to see, and you’ll also need to select the appropriate county.
  • Tracking: there is an option to use your number or a Google forwarding phone number. It’s highly recommended that you choose the latter option so that you are able to track your conversions.
  • Show the following links: here you can select to display the number only, or the number and website (this has changes and now for call only you must use call only ads).
  • Device preference: a mobile box is displayed here, if you tick this box then the call extensions will only be visible for mobile users.

You can also open up the advanced area where information can be entered for the scheduled hours you want the number to be displayed. This is useful if you only want calls during certain hours of the day. At all other times the user will simply be taken to your website and not shown a number, or the option to call in your ads.

Finally, you’ll be asked if phone call tracking should be enabled. You’ll also be asked to specify the parameters for a conversion .

I hope you found this video on how to add call extensions correctly useful. If you have any questions about the material covered, then post a comment in the comments section below.

02:22

In this video we’ll be taking a look at call out extensions in Adwords, and the advantages they offer for your pay per click campaigns. Just like the other extensions they add value by increasing the flexibility with which you can describe your business. When setting up a pay per click ad there is a limited amount of text that you can use, so you have to pick your words wisely. Fortunately, the callout extensions that Adwords provide, allow you a bit more room for descriptive text.

Unlike the sitelinks, with call out extensions there will be no linking to your website. The text entered is strictly there for the purposes of describing your business in more detail. For example, if you own a dental office, then you could create them with text which states you offer a free initial check-up. The point is to share a benefit so that the users becomes interested in what you’re offering.

Callout extensions increases the size of your ads and provides the potential customer more information regarding what you are offering. This in turn should increase your click through rate and hopefully your conversion rate also, but obviously as with anything in Adwords some call out extensions will increase results more than others. Therefore, you should do some testing to see which messages provide you the highest ROI.

If you are stuck for ideas with what the best call-out extensions are in your marketplace, then you could do some research on your competitors. To do this run a few searches on related keywords and look out for ads that have call out extensions. It’s recommended that you create at least 2 call out extensions, but I usually do 4.

I hope you have found the information here useful and hopefully you now know how to create call out extensions and their purpose. If you have any questions or thoughts, then please share them by posting a comment in the comments section below.

02:47

In this video we’ll be taking a look at creating Adwords location

extensions, and how they can help increase the ROI of your pay per click

campaigns. Location extensions are unique, because as the name suggests

you are able to show your physical location to your potential

customers. Therefore, when clients are looking for a local service

they’ll know where to go in order to find you. If you are using the

Adwords location extension when your competitors aren’t, then you have a

clear advantage over them.

Additionally, the location extension increases the size of your ad, and as mentioned previously this will inevitably make your ad stand out more, thereby increasing the click through rate. Keep in mind that some people will find the ad via a mobile phone. This allows them to locate you while they are out of their home and are interested in visiting a local service right away. Consequently, the potential customer will walk in through your door where you have the opportunity to convert them in person.

Before you can create Adwords location extensions you will need to create a Google My Business page. To do this you go to http://google.com/business and click on the blue “Get On Google” button where you’ll need to follow the guided setup. Use the same e-mail address that was used to create the Adwords account. This will automatically sync the accounts up.

Then as you did with previous Adwords extensions, click on the red extensions button. A popup will appear that shows the account is linked to the My Business profile. You can have 10 locations per My Business account, which is useful if you have more than one store that you’d like to advertise to potential clients.

As you can see creating Adwords location extension takes only a few minutes and is really simple. For the positives that you’ll get in return it’s certainly worth doing. If you had any trouble understanding the video or the content in this article, then don’t hesitate to leave a comment in the comments section below. I’ll get in touch with you as soon as possible.

Section 6: Adding Negative Keywords
08:19

In this video we’ll be taking a look at how to find negative keywords to help you improve the targeting in your campaigns.

Negative keywords allow you to filter out search terms that are not relevant to your campaign. For example, if you are offering a locksmith service, then it would be a waste of advertising money to show ads for people searching for locksmith courses or jobs, by adding these types of irrelevant terms you will improve the quality of traffic you receive when your campaign starts.

To begin the process of finding negative keywords got to the Adwords keyword planner, which can be found in the Adwords interface via the tools tab. In the keyword planner you will see 4 different options that you can use to search for keywords, in this example you will want to select the top option: “search for new keyword and ad group ideas”. In the top field enter one of the main seed keywords for your campaign, and click on the “get ideas” button at the bottom.

Once the planner generates the results change the view from ad group ideas to keyword ideas by selecting the relevant tab and you’ll have a list of keywords to work with. I usually like to sort the results by search volume – this gives me the more important keywords towards the top of the page. Here you simply have to go through the list and add the keywords that you feel are not relevant to your campaign. Read on for some tips to keep in mind whilst doing this:

  • Location: if you are targeting a specific location, then keywords related to other locations should be deemed as negative keywords. This prevents you advertising to people that are outside of your range.
  • Job seeker / career keywords: if there are keywords related to people looking for jobs, then you might want to remove them.
  • Non related products or services: some keywords might be related to products or services that you don’t offer. Removing these prevents advertising for something that you don’t offer.

Once you have selected all your negative keywords click on the plan download button. This gives you access to a spreadsheet of your negative keywords. Here you can modify the negative keywords before you add them into your campaigns.

Negative keywords just like normal keywords can also be any match type, by default they are broad match, but you could change them to phrase or exact match depending on how specifically or broadly you want to block, you can read more about negative match types here on the Adwords blog http://adwords.blogspot.co.uk/2007/11/adwords-optimization-tips-more-on.html

Negative keywords are one of the more important steps to take when preparing your pay per click campaign, as they will ensure that you don’t waste money on irrelevant, un-targeted traffic. If you have any questions about how to find negative keywords please don’t hesitate to ask.

02:37

In the last video we looked at how to locate negative keywords, in this video we’ll look at how to add negative keywords in Adwords. Remember that it’s important to take your time whilst looking for negative keywords. It can be time consuming and a manual process. However, you could save a lot of money on your advertising bill at the end of the month, by getting rid of terms that were never going to bring in any positive results.

To add your negative keywords in Adwords go to the spreadsheet that contains your negative keywords, which was created in the in the last video. Highlight all the cells that contain the keywords, right click and select copy. Now go back to the Adwords interface and navigate to the keywords tab. At the bottom of your keywords list you’ll notice a “negative keywords” link. Once you click this you’ll have the option to add your negative keywords at ad group, or campaign level. Choose campaign level, because we want the negative keywords to be in effect across the whole campaign.

Remember to add the negative keywords for all your campaigns. Also keep in mind that you can add more negative keywords at any time. So if you discover that you’re receiving traffic from keywords that are not converting, it might be a good idea to add them to the negative keywords list. Over time as you remove the non-converting keywords from your campaign your ROI will inevitably increase.

Adding keywords at ad group level makes sense for certain situations such as location based adgroups. For example, if one of your ad groups is targeting the city of Bradford, then adding negative keywords for all other cities makes sense, however in another ad group targeting Leeds you may want Bradford as a negative keyword.

I hope you have found this section on how to add negative keywords in Adwords useful. The process is fairly straightforward but if you do have any questions about the topics covered, then post a comment in the comments section below. I’ll get back to you as soon as possible.

Common Negative Keyword Lists
Article
Section 7: Tracking Ad Performance
01:32

In this video we’ll be taking a quick look at the importance of tracking conversions in Adwords. Once you have all the key elements of the pay per click campaign setup, such as the campaigns, ad groups, keywords, ads, extensions and negative keywords, you’ll then need to track the conversions to see how you’re campaigns are performing.

Without tracking conversions in Adwords there is no way of figuring out what must be done in order to improve your campaigns. Tracking will reveal the areas which are, and aren’t performing, and with this information it can literally help you to turn a losing campaign into one that is providing excellent returns on your ad spend.

There are a variety of things that can be altered in order to increase the ROI of a campaign. That’s because there are many different elements to a campaign such as the ads, keywords, bid price, ad extensions, as well as many other smaller settings throughout your account, by tracking your campaigns it will help you to identify how and when to change these elements in order to get a positive outcome. This may be a slow process to begin with, however as you become more experienced with pay per click campaigns you’ll begin to get a feel for what changes can create a positive outcome.

Tracking is the backbone of your campaign and it’s the only way that you will be able to make real improvements, therefore it is advised that you should never run a campaign if tracking is not setup. By not tracking you’ll have zero visibility regarding what works and what doesn’t, which means you are guaranteed to be wasting money and you have no way to identify and fix the issues.

The good news is Google Adwords makes conversion tracking very easy, setting conversions up is relatively simple and there are also a variety of conversion types to choose from, that we will be learning about in the following videos.

I hope you find this information on the importance of tracking conversions in Adwords useful and if you have any questions, then please don’t hesitate to leave a comment in the comments section below and I’ll get back to you as quickly as I can.

03:46

In this video we’ll be taking a look at the different conversions options you have in Adwords and how taking advantage of them can give you access to information that allows you to pinpoint the areas in your campaigns that are generating conversions. You should take advantage of all the different conversion types if they are applicable to your specific business.

To begin the process of deciding what conversions to track in Google Adwords head over to the tools tab and click on conversions. You’ll then be presented with 4 conversion types:

  • Website: here a tag can be added to your website that allows you to track certain actions. This could be the loading up of a specific page, the submission of a form or the completion of a purchase. You get to decide what action is a conversion for your business.
  • App: for most this will not be relevant unless you are promoting an app, it works by tracking downloads of your app this is achieved by placing a snippet of code within the app, obviously this is a must have for any business that is promoting an app.
  • Phone calls: most businesses have a phone number for potential customers to call, and the conversion can be tracked by using the Google forwarding number. Phone conversions can be tracked by call duration. For example, if a call is longer than 1 minute then it can be deemed as a conversion.
  • Import: here you can upload data from another system. This is ideal in situations where the other conversion tools are not applicable due to the length of time it takes to make the conversion, and the nature of the conversion. For example, this could be the signing of a contract or a longer sales process that doesn’t complete until a long time after the initial conversion.

In this course the two main types of conversions that we’ll be concentrating on are website and phone calls. They are the two types that are the most applicable to the majority of businesses. I hope this section on deciding what conversions to track in Adwords was useful and we will be going ito more detail in the following videos in this section. If you have any comments or questions please don’t hesitate to post them in the comments section below and I’ll get back to you as soon as possible.

06:47

In this video we’ll be taking a look at how to set up Adwords conversion tracking for standard website conversions. The majority of businesses nowadays have a website that has some form of enquiry form or contact form, which means this conversions type, will be applicable to most. It’s really simple to implement, you just need to complete the setup process and you’ll be given a snippet of code that must be inserted into your website – the process should only take a few minutes.

Here is the data required to setup Adwords conversion tracking for websites:

  • Name: enter the name for the conversion, and make sure that it is descriptive of the type of conversion that you are setting up. For example, if the conversions track form submissions, then the name “form submission” is suitable. Using numbers or other code for the name will only make things confusing.
  • Value: here you can enter the value that each conversion provides for your business. You can also specify if the value is different for each conversion. Alternatively, you don’t have to enter a value if it’s not applicable.
  • Count: here there are two options, all and unique. The “all” option means that several transactions from a single lead will count as multiple conversions. On the other hand, setting the count to “unique” means that leads/sales from the same person will only registered as a single conversion regardless of how many transaction they perform.
  • Conversion window: this is the number of days a user is tracked for conversions from the time they clicked the ad. This can be set all the way up to 90 days.
  • Category: here you need to enter the category for the conversion and the choices available are other, purchase/sale, sign up, leads and view of a key page.
  • Optimisation: by leaving the optimisation on, Google will try to maximize the number of conversions for your set bid and budget.

Once you have entered all the information above click on the blue “save and continue” button and double check that all information is correct. You’ll be given a snippet of code that should be entered in the appropriate webpage. For example, if you are tracking sales, then the code should be entered on the “thank you” page after a sale has been completed. Save the code to notepad, or alternatively e-mail it to yourself or the person who will be uploading it to the website.

I hope you found this section on how to set up Adwords conversion tracking for websites useful. In the next video we’ll be taking a look at how to set up conversion tracking for phone calls. If you have any thoughts or questions that you’d like to share, then don’t hesitate to leave a comment in the comments section below.

06:07

In this video we’ll be taking a look at how to set up click to call Adwords conversions. In recent years Google has made a number of improvements to their call tracking features. For example, phone calls can now be tracked both on-site and directly from ads. Therefore, it’s highly recommended that you implement every single telephone tracking option available. Even if you are only selling products via a website and feel that phone conversions aren’t going to be significant for you, it’s still usually worth implementing them. That’s because the more conversion data you have in your account the better as it means you will have more information to optimize your account.

To get started setting up click to call Adwords conversions select phone calls from the conversions section, following this you will be presented with 3 options for tracking calls:

  • Calls from ads using call extensions or call-only ads: this option allows you to track calls directly from ads by adding an Adwords call extension, or using call only ads.
  • Calls to a phone number on your website: with this option you need to add a tag to your website and as a result visitors from your ads will be shown an Adwords forwarding number.
  • Clicks on your number on your mobile website: here you need to add a tag to your mobile website so that phone number clicks can be detected.

For this video we will be looking at the “Calls from ads using call extensions or call-only ads” option, once that’s selected click on the continue button. You’ll then need to enter the following information:

  • Name: the name of the conversion, which could be something that separates it from other conversions.
  • Value: here enter the amount of money that a call is likely to bring in, or you don’t have to assign a value.
  • Call Length: the minimum duration of the call for it to count as a conversion.
  • Count: here you’ll be given two choices – all and unique. The first option means that several transactions by the same lead will result in several conversions. Whereas, the latter means that one lead can only result in one conversion regardless of how many calls are made.
  • Conversion window: number of days for the action to take place after your ad was clicked.
  • Category: this can be set to lead, because that’s what most calls will be. Other options are purchase/sale, sign up and other.
  • Optimisation: set this to “ON” so that Google can optimise your conversions.

Once the information above has been entered you’ll need to edit the call extension so that the conversion action created above is in effect. This can be done by going to the extensions tab and selecting the call extensions. The call duration you feel should result in a conversion is up to you – it depends on the nature of your business.

I hope this section on how to set up click to call Adwords conversions is clear. If you are not sure about anything and need clarification, then don’t hesitate to leave a comment in the comments section below and I’ll get back to you as soon as possible.

03:47

In this video we’ll be taking a look at setting up call conversion tracking using on-site Google forwarding numbers. This is for when someone is visiting your website after clicking on an ad and as a result the phone number on your website will be replaced with a Google forwarding number. This allows Google Adwords to track conversions by monitoring the phone calls made on your website.

To begin setting up call conversion tracking on you website select the second option from the phone call conversions list. You’ll be given a list of fields that need to be filled out exactly the same as in the previous examples.

At the end of the process you’ll end up with a section of code that must be entered onto the appropriate web page. However, there is also a “get phone number” function that must be implemented, which can be a little more complicated for the average person. So if you have a developer that you use it’s often a good idea to get them to do this part for you. For simplicity choose the e-mail option and e-mail the code to your developer. When filling out the e-mail form mention that you would like to track all phone number on your website. The developer will be able to take things from there.

If you don’t currently have access to a developer, you can easily find someone suitable at Upwork.com, by posting a simple job and hiring a freelancer, for a job like this you would probably look to pay $50 and believe me it will be worth every penny to be able to track the numbers on your website

Once that’s completed and you have successfully created this conversion action. You should now have the ability to track any phone call generated on your site via Adwords traffic and this information will be available to you in the Adwords interface so you can easily see the keywords and ads that are generating you phone calls.

That concludes the conversion action section of this Adwords training course. I hope you found this section on setting up call conversion tracking useful and as always if you have any questions, or need some clarification, then don’t hesitate to post a comment in the comments section below and I’ll get back to you as soon as possible.

Article

OK, so we know tracking is extremely important, but a problem I commonly see is that advertisers don't have the necessary skills to implement the codes themselves and they will often use a developer who manages their website to do the job for them, however in my experience this isn't always a good idea

The reason this can often be a bad idea, is your web designer may have never added Adwords tracking before, and if this is the case, there is a change he could add it incorrectly, this is particularly true with call tracking which is a little more complex, also developers can be quite slow and expensive, so as a result this often means the advertiser (YOU) give up and decide not to bother adding tracking.

DON'T DO THIS!

I cant stress how important tracking is, it is the backbone of your campaign and without it you will be unable to make improvements to your campaign going forward.

now I am not suggesting your existing developer wont be able to do this, there is a good chance he can, but make sure to ask him before you give him the code to implement and also make sure you test the conversion tracking once it has been added.

To test your tracking simply click on one of your own ads and complete a conversion for example if the conversion is to fill in a form then after clicking your ad fill it in yourself and complete the conversion. Following this if the tracking is installed correctly you will see your conversion in Adwords.

For telephone tracking you can do the same (click your own ad) and if telephone tracking has been installed correctly you will see your number on your site change to a Goggle forwarding number.

So What if You Don't Have a Developer or Want a Cheaper Solution?

Well the good news is you can easily hire a Freelancer who can do this job for you and there are a number of benefits to this:

  1. They are often very cheap, you can easily get each conversion set up on your site for $20-$30 USD
  2. They are fast, a job like this will usually take 1-2 days
  3. You can find people with feedback form other employers who have done the exact job you need doing many times before, so you can be sure they know what they are doing.

To find a freelancer to do your job I recommend the following 2 sites:

https://www.elance.com

https://www.upwork.com

Simply visit one of the above sites and post your job, I recommend posting a fixed price job.



Section 8: Optimising Your Campaigns
02:04

In this video we’ll be looking at how to optimise Adwords campaigns. Setting them up is one thing, but ensuring that they are profitable and remain so for the long haul requires some work. However, you have gotten this far in the course so congratulations. By now you should have the following items ticked off your list:

  • Campaigns should be setup
  • Adgroups should be structured properly
  • Learnt how to do effective keyword research
  • Learnt how to add negative keywords to your account
  • Learnt how to write good quality ads, and that multiple ads are required per ad group
  • Mobile specific ads must be added
  • All extensions types added
  • Conversions setup so that you can track the performance of your pay per click campaign

In the following part of the Adwords training course we’ll be taking a look at how you can improve the ROI by optimizing the campaign. You’ll notice that in the following videos we’ll be inside an existing account. This allows us to look at data that has been acquired from a significant volume of traffic. This data means that I can demonstrate how an Adwords account can be optimized in order to improve the ROI.

Some of the things we’ll be taking a look at include the following columns: conversions cost per conversion, conversion rate, phone calls and view through rate. We’ll also take a look at the dimensions tab and keyword detail reports.

Remember that every single bit helps in optimizing your campaign, and you’ll learn that it’s many different things that can improve the profitability of a campaign. This part of the course is the one that will help you take your pay per click campaign to the next level. The optimisation techniques are not that difficult to implement, but are just as important as setting up the campaigns in the first place.

I hope this introduction on how to optimise Adwords campaigns was clear. If you have any questions about this video or article, then don’t hesitate to post a comment in the comments box below. I’ll get back to you as soon as I can.

04:48

In this video we’ll be taking a look at enabling conversion columns in Google Adwords. The conversion columns provide the information that’s required to track conversions and interpret all the data. In the video you’ll notice that when we start off with the default settings the conversion column along with a few key other ones are not displayed.

To begin the process of enabling conversion columns and any other columns for that matter you will need to click on the columns drop down menu and select modify columns. A large list of options will be available, but we are interested in the conversions section. You’ll notice that there are a lot of options to choose from, but I recommend adding the following columns: conversions, cost per conversion and conversion rate. Furthermore, if you are running a display advertising campaign, then you could add the view through conversions column.

If you are tracking phone calls in your campaign, then you might also want to add a phone calls column. This allows you to figure out the number of conversions that are actually phone calls. With the conversions column all conversions are grouped together, so there is no way of telling what number of conversions are phone calls, unless you have additional columns. You can add the phone calls column by going to the phone details part of the modify columns section.

You can also split up the different conversions types by going to the segment drop down menu on the Adwords interface. For example, select the click type option, which shows you a breakdown of the different clicks this will indicate which conversions are a result of click to call.

Another way of looking at conversions is by going to the dimensions tab, selecting the “view” drop down menu, and selecting conversions name. This will give you a list of the different conversions that you have setup.

All these different methods of viewing conversions give you a good idea of how your different campaigns are performing. I hope you found the information on enabling columns in Google Adwords useful. If you have any questions, or need clarification on any of the points made, then don’t hesitate to leave a comment in the comments section below.

09:41

In this video we’ll be taking a look at how to optimise keywords in Adwords. this is a process that should be completed around once per month and takes only 20-30 minutes, in some instances it might even take as little as 10 minutes.

As you’ll see by optimising your keywords in Adwords you can significantly reduce the amount of money that’s wasted in your Adwords campaigns whilst at the same time significantly increasing the return that your campaign generates.

To begin the process of keyword optimisation head over to the keywords tab and sort the keywords by conversions. This shows the keywords with the most conversions at the top. Take note of the Max CPC column, which is the maximum amount that you are willing to pay per click. If a keyword is performing well, then we can raise this value. You should also take note of cost/conversion and conversions rate column when assessing the performance of a keyword.

Furthermore, if a keyword is performing very badly, then you have the option to reduce the bids or even pause it all together. You can pause a keyword by clicking the green icon next to it, and select pause from the options that come up.

To find keywords that should potentially be paused sort the list of keywords by cost. Take note of the keywords that have cost you a decent chunk of change, yet provided zero or low conversions. These keywords might be candidates for pausing or having their bids reduced, your decision will depend on how much they are costing you per conversion, and if that value exceeds the maximum you’d like to spend per conversion.

For a deeper level of information, yu should look at your exact search terms to do this click on the details tab and select all – this will show you the exact search terms that your Adwords ads showed up for. You’ll notice there will be many keywords here that you do not recognise, and that’s because broad match keywords will make your ads show for lots of variations. Some of these keywords may be a having negative impact on your Adwords campaigns, which means you need to get rid of them by adding them as negative keywords.

To remove keywords search for ones that have nothing to do with the products or services that you provide. Select them and click on “add as negative keyword”, and you’ll have an option to do so on an ad group or campaign level, this is your call to make. You can also filter out keywords by creating a search using a word or phrase that is not relevant to your campaign. For example, if you are selling locksmith services, then these irrelevant words could be something like “courses” or “training”. By getting rid of these irrelevant keywords the ROI of your Adwords pay per click campaign will increase.

To see a visual walk-through of these techniques be sure to watch the video. I hope you found this section on how to optimise keywords in Adwords useful. If you have any questions or thoughts about the topics covered here, please leave a comment in the comments section below.

06:52

In the last video we looked at how to identify the keywords that are performing well, and how to use them in various ways to optimize your campaigns. However, manually searching for these keywords from a long list is not always the most efficient way of going about it. In this video we’ll show you how to use filters in Adwords to identify the keywords that fall within certain parameters. This makes identifying areas that need tweaking much easier.

It’s also worth noting that filters can be used at any level in the account so they are not just restricted to use with keywords, you can also use them for your ads, ad groups and anywhere else the option is available. To keep this video simple we have just use keywords as an example.

To get started head over to the keywords tab, click on filters and select create filter. Below are a few of the top filters that you can use to optimise your Adwords pay per click campaigns:

  • 0 converted clicks – spent greater than $X: this filter is designed to weed out the keywords that money is being spent on, yet provides no return. The value of $X can be set to any value that you feel is appropriate for your Adwords campaign.
  • 1 or more clicks – cost/conversion is greater than $X: this filter will identify the keywords that are converting, but are more expensive than you would like. The value of $X should be set to the maximum you are willing to pay.
  • 200 impressions – 0 clicks: this identifies the keywords that are not getting clicks, and getting rid of these or making adjustments can often be helpful. That’s because keywords that don’t generate clicks decrease the click-through rate, and therefore can have a negative effect on your quality score.
  • Average position of 4 or less – 1 or more conversions: this allows you to locate keywords that are generating conversions but are in low positions. If you spot any that have an optimal cost per conversion, then it’s a good idea to increase the Max CPC. This will increase the average position of the ad, and therefore increase the number of clicks and in turn conversions.

By using the filters above you can often turn a losing Adwords campaign into one that’s profitable. Also keep in mind that these are just some of the filters that can be used. By being creative you can come up with lots of filters that will make the job of optimising your campaigns far simpler.

I hope you found this section on using filters in Adwords, useful. If you have any questions or thoughts, then don’t hesitate to leave a comment in the comments section below.

05:30

In this video we’ll be taking a look at the how to use the Google Adwords dimensions tab to increase the profitability of your pay per click campaigns. The dimensions tab is an area inside Adwords that is often under-utilised by most pay per click marketers. Therefore, you’ll have an edge over the competition if you do make use of it. In a nutshell the dimensions tab allows you to view the data in your Adwords account in more detail, which in turn means you can perform in depth customisations.

To begin the process of using the dimensions in Google Adwords, head over to the dimensions tab and click the drop down under the campaigns tab here you will see a wide range of dimensions that you can view data from in your campaigns.

One area I like to look at is the time option, if you hover over time you will see a number of options with “day of week” at the top. This allows you to view the breakdown of your data by different days of the week. You can use this information to figure out which days the campaign is doing well, and also the days when it is not doing so well and use this information to make adjustments. For example, if you find that on a Monday you have a lot of conversions, then perhaps you could increase the Max CPC for a more aggressive approach on that day.

You can also view the data by week, month, quarter, year and hour of the day. The hour of the day is another very useful way of looking at the breakdown of your pay per click campaigns performance. You can identify the hours of the day that appears to get the most conversions, or the least conversions, and therefore you can alter the Max CPC appropriately.

Another useful section in the dimensions tab is location. It might be that some locations are not generating much money, yet a lot of money is spent on those locations. Advertising to these locations can be removed, or the bids could be adjusted to make it more profitable.

These are just a couple of the options for viewing your data in the dimensions tab so you should definitely look through the other optioount to make adjustments.

I hope you found this section on Google Adwords dimensions tab useful and if you have any questions or thoughts, then don’t hesitate to leave a comment in the comments section below.

06:25

In this video we’ll be taking a look, at how to split testing Adwords ads to improve the conversions and the overall performance of your pay per click campaigns. The process of fine tuning your ads can take a significant amount of time, and there is initially some guesswork involved as you make changes, but if you keep at it the quality of your Adwords ads will definitely improve over time.

There are two main approaches that you can take towards split testing Adwords ads. This first is to create two completely different ads, where everything is different. After you spend money on traffic divided between the ads you will inevitably find one that works better, this allows you to keep the ad that is performing better, and get rid of the other one. Keep in mind that the best metric to determine the quality of an ad is the overall ROI, not necessarily the click through rate although this can be an important factor also. The reason conversions and your overall ROI is the most important is because it is this which shows which ad makes you the best return.

The other method of split testing Adwords ads is to make copies of an existing ad with small changes. You can do this if you have found an ad that already works quite well, but you just want to fine tune it, in this instance you can split test smaller variations as opposed to two ads which are completely different. This is a process that can obviously go either way with the ad either performing better or worse, there is no way of knowing without testing it, therefore I would often advise testing multiple versions of your ad with small changes if you have enough traffic coming into the campaign.

By continually improving the quality of an ad you can significantly improve performance over time, which in turn can significantly increase your bottom line.

I hope you found this an enjoyable and useful article and video and if you have any questions or thoughts, then don’t hesitate to leave a comment in the comments section below. I’ll get back to you as soon as possible.

05:37

In this video we’ll be taking a look at what is meant by statistical significance and its importance. Figuring out which ad is better in an A/B split test should not be guesswork, but instead the result of logical choice. This can be done by using a statistical significance calculator, which can be found by looking on Google. The statistical significance calculator I use in the video can be found at http://getdatadriven.com/ab-significance-test

This tool allows us to insert data from our A/B split tests. The data you input is up to you – for example, you could enter the impressions and the clicks, or you can enter the clicks and the number of conversions. The calculator will calculate a percentage that can be used to figure out which one of the ads is performing better. However, there is a certainty percentage on the right hand side of the tool that you should pay attention too. This percentage should be over 90% for the data to be trusted.

For example, it might be the case that one of your ads with fewer conversions could still potentially be the best ad, if the certainty percentage on this tool falls below 90% then this means that the data is not significant to choose a confident winner yet and in theory there is still the potential for the poorer performing ad to make a comeback. This type of tool is designed to take the guesswork out of the decision that you need to make when deciding which ad is a keeper, and which one should be discarded/changed.

Play around with this tool until you are comfortable that you know what you’re doing, also fell free to search on Google for a different statistical significance calculators, this is just the one I like to use, but there are many out there to choose from.

I hope you found this section on what is meant by statistical significance interesting and useful. If you found any of the points raised in the video or this article confusing, then don’t hesitate to leave a comment in the comments section below. I’ll get back to you as soon as I can.

Section 9: Bonus - Extend Your Campaigns With Remarketing
02:23

In this video we will be taking a look at remarketing and specifically what does remarketing mean for your campaigns and its potential importance in your advertising.

Keep in mind that advertising is all about generating the maximum amount of profit from the amount of money spent. Therefore, you should always be on the lookout for new marketing methods that can make the most out of the traffic you are buying.

Remarketing is quite different from search based campaigns; because it makes use of the display network, however it is the perfect addition to your search campaigns and in the majority of instances it will help you to get more return out of your ad spend by retargeting people who don’t convert on their first interaction with your campaign.

So what does remarketing mean? It’s a way of advertising to your potential customers after they have left your website. This is achieved by placing a snippet of code on your website. When your potential customers land on your website the snipped of code will insert a cookie into the users browser.

This allows you to follow your visitors around the internet and continually market to them. This is very useful because it allows you to market to customers several times thereby increasing the chance that they will convert. This can be extremely effective, as it has been shown by studies that customers will often need to see an offer several times before acting on it.

Without remarketing your website visitors will leave your website and then visit your competitors, thereby potentially losing out on a sale. Fortunately, remarketing can prevent that by hooking a potential customer back in after they have left your website. If your competitors are not using remarketing when you are, then you have a clear competitive advantage.

I hope you found this video on remarketing interesting and useful. If you have any questions about the topics mentioned here, then don’t hesitate to leave a comment in the comments section below. I’ll get back to you as soon as I can.

03:32

In this video we’ll be taking a look at how to create a remarketing audience in Adwords. This allows you to get started with remarketing so that you can market your products and services to websites visitors after they leave your website, as discussed in the previous video.

The process of creating a remarketing audience is fairly straightforward – it shouldn’t take more than a few minutes.

To get started creating your audience, go to your Adwords interface and click on shared library, which can be found on the left hand side. Then select audiences, you will be given the option to use dynamic ads, this will be useful if you have a merchant centre account where you offer many different products on your website. With dynamic ads the banners people will see will be automatically created by Adwords and will depend on the pages that the potential customer visited on your website.

For the majority of users who don’t have a merchant centre account and are just using standard remarketing click on the blue “set up remarketing” button and you’ll be taken to a screen where you’ll be given the snippet of code to place on your website. You have the option to copy/paste the snippet of code in order to add it manually to your website. Alternatively, you can e-mail the code to your developer with an optional message so that they can insert the code on your behalf. The whole process is very similar to the conversion tracking code that we looked at earlier in this Adwords training course. The only difference here is that the code must be added to every page of the website.

Once you have created this remarketing audience, you’ll notice that it has been created for all visitors. There is the option to get more complicated and create audience lists where you can segment visitors based on certain rules, but for the purpose of this video and just getting started with remarketing all visitors will be fine.

I hope you found this video and article on how to create a remarketing audience in Adwords useful. If you have any questions on this topic, then please don’t hesitate to leave a comment in the comments section below and I’ll get back to you as soon as I can.

05:33

In this video we’ll go through how to set up a remarketing campaign in Adwords, by adding the audience we created in the last video.

To get started go to all campaigns and click on the red + campaign button. Select display network only and you’ll need to create a campaign name. You’ll also be presented with two options: marketing objectives and no marketing objective. I typically select the latter, because it provides all features and options.

You’ll need to enter a budget, which is the maximum amount of money that will be spent on the ads per day. This figure should be something that you are comfortable with, and it’s sensible to keep it low until you are satisfied that your campaign has a positive ROI.

For ad rotations I select rotate indefinitely, because this allows me to split test my ads. Then for frequency capping I choose 5 per day. This is important because if you show the same ads too many times to you’re potentially customer per day, then it will become a nuisance.

Next an ad group must be created and again make sure to select an appropriate name. Something with the word remarketing makes sense. You’ll also need to enter an enhanced CPC value, which should be a figure that makes sense for your campaign.

Under where it says “choose how to target ads” select interests and remarketing. Then select remarketing lists, and add the list that you have already created in the last video.

You also have the option to select targeting optimization to be turned on. This allows Google to show your ads to people that they fell are of a similar demographic to the ones you are already targeting. This can be a great way to increase traffic to your ads, but the traffic will be less targeted so I would recommend starting without this initially

Finally, you need to create or add the ads that you want to use in your remarketing campaign. Here you can select a single ad or multiple ads to alternate. I hope you found this section on how to set up a remarketing campaign in Adwords useful. If you have any questions or thoughts, then don’t hesitate to leave them in the comments section below.

04:52

In this video we’ll be taking a look at how to create the different Adwords display ad sizes and ad formats. You have to keep in mind that some websites will limit the type of ads that can be shown by size and the type of ads (for example, text, static animated). If you want complete coverage of your remarking campaigns across as many different websites as possible, then you’ll need to create ads in all different sizes and formats. This is a relatively straight forward process and certainly worth doing if you want to implement an aggressive approach with your remarketing or display campaigns.

To take a look at the various Adwords display ad sizes and ad formats go to the “create an ad” button in the ads tab, and select image ad, here you’ll be presented with two options: create an ad and upload an ad. We select the latter and you’ll be presented with a screen where you can upload an ad that has already been created, there is also an option to view the supported sizes and formats.

The different file formats that are supported include GIF, JPG, PNG, SWF and ZIP – also the max file size is capped at 150KB. There are a variety of ad sizes which can be seen below:

Square and rectangle
200 × 200 Small square
240 × 400 Vertical rectangle
250 × 250 Square
250 × 360 Triple widescreen
300 × 250 Inline rectangle
336 × 280 Large rectangle
580 × 400 Netboard

Skyscraper
120 × 600 Skyscraper
160 × 600 Wide skyscraper
300 × 600 Half-page ad
300 × 1050 Portrait

Leaderboard
468 × 60 Banner
728 × 90 Leaderboard
930 × 180 Top banner
970 × 90 Large leaderboard
970 × 250 Billboard
980 × 120 Panorama

Mobile
320 × 50 Mobile banner
320 × 100 Large mobile banner

Some ads get more traffic than others simply because they are used more often by website owners. The ad sizes that I recommend to use are inline rectangle, square, small square, large rectangle, skyscraper, wide skyscraper, banner and leaderboard. For the mobile ads both are good options.

In the next video we’ll go over how to create an ad using the Adwords ad builder. I hope you found this section on Adwords display ad sizes and ad formats useful. If you have any questions, then don’t hesitate to leave a comment in the comments section below.

05:23

In this video I will show you how you can create high quality Google Adwords display ads in the Google Adwords platform, without the need for any design skills or technical knowledge.

To begin the process of creating your ads go to the ads tab in your Google Adwords interface and click on the red “+ ads” button. Select image ad and choose a URL that the ad will be created from and select the option to create an ad. One thing to consider here is to make sure that the URL alongside the text “get ad ideas from” has pictures that you would like to appear in the image ads. The images will be pulled from the target URL, and by default it is likely to be set to your websites home page.

Once you click on the “create an ad” button Google will scan your site to start creating the ads and you will be presented with a selection of different ad designs to choose from. You’ll notice that the designs have a professional look to them, and there will be a variety to make a selection from. Once a specific design is chosen you can look at the different sizes the ad will be created in.

You can click on the edit button under any of the ads to make some changes. This could be to add some text, upload an image or create a button. Remember that nothing technical is going on here, the Adwords ad builder is an easy to use tool that a beginner can very quickly get to grips with. The ad builder allows you to preview all the different Google Adwords display ad sizes so that you can see how they look before going live.

That’s it for the remarketing section of this Adwords training course. I hope you found this section on how to create Google Adwords display ads useful. If you have any questions or thoughts, then don’t hesitate to leave them in the comments section below.

Adwords Training Course Conclusion
Article

Students Who Viewed This Course Also Viewed

  • Loading
  • Loading
  • Loading

Instructor Biography

Carl Lewis, Google Adwords and Online Marketing Expert

My name is Carl Lewis I am the owner and founder of CPS Media LTD which is a UK leading Google Adwords agency. I have been working with Adwords for over 8 years and have managed hundreds of successful accounts and millions in ad spend.

CPS Media is a certified Google Adwords partner and has also been an Adwords Engage All-star winner and chosen by Google as one of the top 5 agencies in the UK in 2013.

My goal is to help people find success through Google Adwords and to educate people on affective online advertising and marketing.

Ready to start learning?
Take This Course