Google Ads Fundamentals

Daragh Walsh
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Google AdWords Certification - Become Certified & Earn More!

Become Google AdWords / Ads Certified to Land a Job, Get Promoted or Start a Whole New Career!

01:16:14 of on-demand video • Updated December 2020

  • Get an industry-recognised marketing certification from Google
  • Get a job-ready understanding of Google Ads
  • Pass the official exam first time with 200+ sample questions
  • Showcase your qualification on Linkedin / resume to stand out
English [Auto] You were very welcome to his AdWords fundamentals training, while we're going to cover is the basic and intermediate concepts about AdWords, including the benefits of online advertising and the best practices for managing and optimizing AdWords campaigns. So you can see here on screen what we are going to go through. It looks like quite a lot, but I guarantee you we are going to get through quite quickly by the end of this video. You'll have a very good understanding of how to use AdWords and get results. So these slides that I am going to run through here and have prepared are available for you in the description to download. But I would also recommend you get out a pen and paper, start taking notes and reading those important notes and points that stick to you. So let's kick it all off and look at AdWords basics on the first thing that we have to understand is what really is Google AdWords? Well, AdWords is an online advertising tool that helps businesses, businesses connect to their customers. And you can create your own online ads, tell outwards who you want to reach with that ad. And AdWords brings your ads to them. It's really as simple as that at a very high level. Now, here are a couple of interesting facts about AdWords. It was launched in 2006, and so already it's been available online for a significant amount of time. It's also the largest advertising platform in the world. And actually, if you look at the chart here, you can see that it really starts in 2000 and Facebook ads only started in 2007. So even Facebook ads and a lot of other advertising platforms that have emerged since then have all been based on AdWords. And so understanding AdWords is really a great way to get started in online advertising in general, because all of the platforms at their core are based on the model and the platform that AdWords developed. So it's still the largest advertising platform in the world, which I think is a surprise for a lot of people given the noise and excitement around things like Facebook ads. They have about one billion dollars in revenue per year, as you can see here, 95, which is really incredible. And this is how Google has become such a big company. I mean, 100 hundred billion per year in advertising revenue is really incredible. And 100 billion is 2.5 times greater than Facebook's ad revenue, which is 39 billion in 2017. So that is also very interesting to know as well, because people often talk about Facebook being the big juggernaut of online advertising. But don't forget about AdWords. This is where it all started and there's still two and a half times bigger. And then Facebook. OK, what are the benefits of Google AdWords? Well, there is very sophisticated targeting and you can reach people who are likely to be interested in what you're advertising and you can target people in a number of different ways, keywords, location, demographics. And really, the whole point thing is to target people on your campaigns, to the right people in the right place at the right time. Now, when this advertising platform emerged in 2000, this was a huge innovation and much better than offline advertising where you were just advertising in the newspaper and you didn't know who you were reaching and had no way to target those ads effectively. So this is, you know, one of the core reasons why Google AdWords really took off. You can also control your costs very easily with AdWords. You can set your own budget. You only pay when people click your ad, which gives it that accountability. And you can choose how much you spend per month per day and parad and there is no minimum. And you can also optimize the performance of your ads, which again was a huge innovation to traditional advertising. You can measure your ads, you can automate your ads to get that positive return on investment. You can see how many people sees your odds, what percentage and click through. You can change that copy, change the image and that allows you to really get better results from your advertising. So here are a couple of quick questions to just recap on what you've learned. And we're going to be doing this as we go through to keep you engaged. So what is the benefit of online advertising? Just think about that from us for a second from what you learned. Well, you can reach people who were likely interested in what you're advertising. That's one of the answers. What is the benefit of online advertising with Google AdWords? Well, advertisers can choose how much they spend and only pay when somebody clicks their ads. Final question and see if you're listing. Your client is interested in switching from TV prints and radio advertising. What are the return on investment benefits of online advertising campaigns? Think about that for a second. What are the benefits of online advertising versus TV prints and radio? Well, traditional media is not always measurable, but online campaigns are highly measurable and you can analyze your click data to get better results. Moving on now, let's look at how you choose where customers see your ads online. Well, the Google ad network is made up of actually two networks, there's this search network where people see her ads when they type into Google, and there's also the display network, which you might not be as familiar with. And really, customers can see your ads then in these search results on Google or partner websites or in mobile apps. And it all really depends how you set up your AdWords campaigns. So do you want them to see your ads in search or on partner sites where they're using things like Google ad sense so they can put ads on other people's websites as well? So let's have a look at a high level now on the search network. Your ads can appear on Google search, Google shopping, Google Maps, Google Play and in search sites that Google partner with and on the display network. Your ads may appear on sites like YouTube, blog or Gmail and partner Web sites across the Internet. And you might have heard of Google ad sense before. And that is the platform that a website owner can use to get Google to put ads on their site. And then the website owner also gets a cut of that ad revenue. And that was a huge innovation as well. That ad was developed and that is available to you as an advertiser. So moving on now, let's look at how to create effective text ads. And a text ad on Google Search is a Simplist online ad that AdWords offers, and here's just an example of one now. And there's really only three things that you need to do to create a text ad and get it up on Google AdWords. And so it's a little bit smaller here. But you can see the headline is the one thing that you need, the Eurail really where you're sending people to. And the description of the ad is really that parts only three three things that you really need to get up and running on AdWords. So here's some tips to ride effective text ads. Number one, highlight what makes you unique, show customers, what makes you stand out from the competition number to use a call to action user descriptions to tell customers what they can do on your site once they click on your ad, that could be like sign up to a gym membership, get a 50 percent discount, something like that. You really want to let them know in the ad what they are supposed to do once they click through. You can include sales terms like a 50 percent off winter sale sale on for three days only. You know, if you've anything like that, say it right in the ad, because that will encourage them to click through. And you really want to match your ad to your keywords. And so we're going to look at this a little bit more detail. But what are the what are the things that people might be searching for and include those search words as keywords in your text? And finally, you want to match your ad to your landing page. So if you have in the ad talked about a 50 percent off sale in, you know, buy today, well, then the landing page, you want to have something where you're sending them through to the reminds them again and shows them. And this is a limited time sale. And you really want to ensure your ad takes the customer's right to where they can act on that. If you say sign up now, click through Will, then you want to bring them to a landing page where they can sign up. So also, in terms of your landing page, if you want to appeal to people on mobile devices, you want to make sure that you're sending people to a mobile friendly landing page. So it's always important to think about your ad, not just in terms of the ad, but also where you're sending people and those that match up with who you're trying to target and what you're trying to get them to do. So here's a couple of quick check points and questions answer. So in order to appeal to customers on mobile devices, it's important to. Send users to a mobile friendly landing page. OK, number two, Nadia manages a local gym and is running an ad to drive more free trial memberships. What should she include on her text? Remember that you should include a call to action language. So if not, he wants to do that. What could she include? A call to action, like sign up for a free trial. There's something you can do if you want. Is just typing to Google gym membership or gym in your city like I'll do here, just as an example. And what you can do is just have a look at any of the ads here and really look back at the list that we set here. So, Hyla, what makes you unique? Fitness gym, get your first month free, OK, weights, sauna, OK, that's something unique Voter Club of the Year that's unique. So you can have a look through some ads in your local markets and just have a look through this list as well. See, is it unique? Is there call to action? Is their sales terms to the ads really match the keywords? So you can see I've said, Jim Dublin, you can see here Jim Dublin's in the text. You can see that people might be searching for a fully equipped gym, best gym with swimming pool in Dublin. So you can see these are good examples of people who have written effective text ads, but not always the case. And looking at other people's ads is often a great way to get a sense of how you can improve upon them. So that's also a quick exercise that you can do to just get more familiar and see how effective some ads are online. Number four, to enhance your odds with extension's. So what are extensions, well, extensions include, uh, call buttons, location information, Citilink, additional text and more. And here's a couple of examples of them. So you can see the location extension. That's the address there. You can see seller ratings, you can see consumer ratings, you can see call extensions. So people can actually click that directly in Google onwards and quality. And you can see site links where people can click right through to certain pages on your website. And you can also ADENHART things like your Google Plus profile. So you can see here if this was in on televisions at Wal-Mart, you can see the location. If you want to go buy it, you can potentially buy it online or see the best sellers and rival. And as you can imagine, adding these extensions makes your ad much more appealing and makes it much more likely to be successful as well. So why use these extensions really just brings more visibility by adding more content. Your ad, your extensions give you greater visibility and more prominence in the search results. And this means that people are going to notice your ads. The key thing you want them to do. Second important reason to consider using ad extensions is performance. Richard, research shows that ad extensions yield an average of 10 to 15 increase in click through rate for each type of extension implemented. So great reason to use them. Finally, value. There's no actually additional cost to adding extensions to your text. And it's the same price as a normal click when somebody calls you from your extension or when somebody downloads your OP, or when somebody clicks through to your site link, etc. so you can add these into your odds. It's a great way to get better performance, get greater visibility and you only pay the same amount. Still the cost per click as if there were to click on the ad normally. So here's a couple of questions to just test what you've learned, so which an extension would you use for an advertiser who has a chain of restaurants? So think about that. Which at extension would you use? Well, one is a location extension. You could also use a call extension as well. So if you want to direct people to specific pages on your website from your ad, you can create an ad that uses. Citilink extensions, I don't give that little page here, as you can see here, these Citilink extensions will bring them directly to specific page on your website. And a client that owns a fine dining restaurant in London wants to get more phone calls from people researching places to eat on their mobile phones. How should you optimize his client's campaign to help achieve their goal? Think about that for a second. You can on call extensions to the client ads and monitor the performance with mobile clicks to call segments. Now, moving on to how to choose the best campaign types and advertising with Google AdWords actually starts by selecting a campaign type. When you log into AdWords, the first thing that you're going to see is a screen like this, which shows you the different option to select the campaign type and the type of campaign you choose to create should be based on your advertising goals. So you can see this one, two, three, four, five options here. What's the best one for you? Let's look at it on a bit in a bit more detail. So the search network campaign is probably the one that you're going to be most familiar with. And this is campaign useful for advertisers who want to show their text ads to high potential customers. Right. When they're searching for related products or services on Google and other Google sites. So you can see us here. It's just probably the type of ad you are most familiar with seeing in the search results. Now, there's also a display network campaign. Remember that there is the search network and display network. And the display network is a campaign type that works by matching ads to most websites and mobile apps that include content related to your business or your customers interests. And that can be really all of those sites that have partnered up with Google through the ad since program, and you can really target your ads not just in the search results, but also on those on those sites that might match the team or content of your own business. Now, you can also have a combination of those two types of campaigns. You can have a search network campaign with display often. Really, this will show your ads on the search results page of a Google search network and give you relevant placements on the display network. So you can see here you'll be in the search results and also on those relevant sites in the Google display network. And the cool thing is that you only need to create search ads and those ads will run seamlessly across both the search and display network. Now, the third of campaign you can do is a video campaign or the fourth type is a video campaign and what a video campaign you can run on video ads on YouTube and on sites across the Google display network. Now, there are a number of different video formats that you can do. There is the instruments like it's shown in this image here where the ads really pop up. There's also the discovery ads which really appear if you type into if you search in YouTube, you know, there's those ads at the top of the search results and there's also bumper ads, which are slightly different formats which can appear in there as well. Now, as you can imagine, this campaign type is different because you really are not just using a tax dodge. You actually need to upload a video that will run either on YouTube or any of the sites across the display network. Now, the another campaign type is the shopping campaign, and you might have seen these ads as well, that it's not just a normal text and it's something like this. Over here, we've got an image. You may see a price. And if you typed in something like drones on Google, you would see these ads pop up. And these ads appear in a Google shopping or next to the search results, a near text and response of ads. And these kind of campaign type is for retailers who want to promote their online or local image imagery because traffic to the website or local stores find better qualified leads. The main difference there really is that you've got an image of the product and you can go straight to the check in page. Now, the final type of campaign type is the universal campaign, and with the universal campaign, you can easily promote your app across the search display and YouTube and your odds and bids are automatically adjusted to get the most and loads for your app. So really, you be using this type of campaign if you had an app and you want to get more downloads for it. So here's a couple of questions just to test what you've learned, so, number one, you would choose to advertise on the Google search network if you wanted to. Reach customers while they're searching for your products and services. Number two, you would advise the client that's launching a new product line to advertise on the Google display network because. She can reach people who are interested in similar products, and finally, Ted's Travel is launching a new app to allow customers to book travel, access their itinerary and keep a travelogue during their trips and Ted's travel trends, travel, whose main goal is to drive app downloads and which of the five campaign types would you recommend? Can you remember the name? It's the Universal App Campaign. So now you're going to learn how to organize your account for success. And why is this important? Well, good campaign organization helps you make changes quickly, it helps you target your odds effectively and ultimately reach your advertising goals. There are three layers within Edwards, and as you can see here in the image, it's your accounts campaign and AI Group. So first, your account is associated with the unique email address, a password and billing information. So if you were to freelance and you were added to your client's account, you would be managing multiple different accounts because each of them has the unique billing information. Now, the next layer within Edwards is your campaign, and your ad campaign has its own budget and settings that determine where you're out of here. So for each campaign, you're going to have a different budget, you're going to have different targeting, and you may have even different visuals for each campaign. You also might have different objectives for each campaign. One might be to get conversions. One might get clicks. One might be to get people to come back to your website and your marketing campaign. So that is why you would have a separate campaign and the fund layer. And Edwards is the ad group and that contains a set of similar ads, as well as keywords that will trigger your ads to show up. Now let's have a look at some of the best practices. And you can see in the image here that we've got the campaign, the ad group and the keywords there. So some best practices are to create separate campaigns for each product or service category that you offer. So, for example, you can see that the campaign is here for jackets and you can see the different types of jackets then that are in the group. And within each of those, there are different keywords and bids for those. So if you were selling boots, pants and hats, gloves, et cetera, you would be running different campaigns for those. And you should really create separate groups with relevant keywords and bids for each product or service. And what you can also do is use an AdWords monitor if you're managing more than five accounts. So if you do work as a freelancer, then to manage a lot of different accounts, you can get an AdWords manager accounts, which you can manage more than five accounts in. Within that, then for each client, let's say, you would have a different campaign for each product and then for each product, you would have separate eye groups with the relevant keywords and page for each product or service. So that's kind of a visual of how you would organize your accounts. Now you're going to learn how to reach customers with targeting and targeting and is all about getting the right message in front of the right person at the right moments. And there's really no one size fits all strategy when it comes to targeting on AdWords or any other advertising platform. But here are some of the targeting options available to you within AdWords. And the first one is demographics. So you can target your ads based on how well your products and services trend with certain users in their locations, ages, genders and device types. So you can target your ads based on that. You can also target draws based on keywords. So choose the words that are relevant to your products and services and target your ads to people making searches using those same terms. You can also target by topics so targeting onto multiple pages about certain topics at once. And this allows you to target a broad range of pages on other websites on the display network and afterwards will analyze the Web contents of those websites and consider factors such as text, language, link structure and page structure. It then determines the central themes for those Web pages and target ads and based on that. So, for example, if someone had a article about, you know, the best way to fly a drone and you were a person who sold drones, then you could really target by topic. And Google would match your ad up with that article on how to fly drones. So a placement then is another way you can target your ads. And that's actually you can put in the exact Web page or article or website that you want your ads to appear on. And you can actually do that for YouTube videos as well. If there is like one YouTube video that you want your ad to appear in or a lot of similar ones like that, you can put the exact video you URLs in there and really say you want your ads to show up. Remarketing that was another targeting option, and this allows you to target users that have already interacted with your ads, your website or your app so that those crowds more often now, these users can be at any stage of conversion as long as they've visited your website or clicked on an ad before. And usually these are used to get people to return to their website to complete a purchase if they dropped off during the checkout. So here is a targeting example, and I think this will just really give you an understanding of how targeting works. So for a flower shop owner on Mother's Day and this year she has designed a clever advertising strategy for sons. So it's Mother's Day. She's a flower shop owner. She wants to sell more flowers. And she has decided she wants to target not husbands or the women themselves, but actual sons of those women so she can get them to come to the store and buy, so she can use the demographic targeting and say, I want to target men between that certain age, say, 20 to 30. And she's focused on local delivery. So she uses location targeting to restrict the advertising to within 15 miles of the city limits. You know, she doesn't want to be doing two hour driving for one delivery, so she limits it to her area. And she also knows that her customers are interested in music, art and travel. So she selects these topics to target and with her topic targeting. Remember, though, her ads will be featured on sites and apps content. Now, she also doesn't want to lose a customer, so she sets up a campaign for remarketing to re-engage interested customers. And if a user visit her site without completing a purchase, she'll show against them while they browse the web to remind them to place their Mother's Day order while there is still time. So what demographic location and topic targeting as well as the marketing campaign? This is a robust advertising strategy to set herself up for the holiday season. So the purpose of showing this, this example is that you don't just use one targeting option. You can use all of them together to create a really robust marketing campaign. So here are a couple of questions just to tests and what you've learned, so with which client would you advise to use radio radius targeting or really a client, for example, whose service can reach customers within a limited scope like, say, 30 miles? So your client wants to show ads to people who visited a website before. Which AdWords feature would you recommend she use? You remember the name? It's free marketing. So final question here. If you if you'd like your ads to show on certain sites across the Internet, you can add these websites as placements. Now, you were going to learn how to control which searches trigger your odds, and for most advertisers there, outwards accounts are powered by keywords and keywords are the words or phrases that help determine where and when your odds can appear. And building a solid keyword list helps you reach the most interested people who are more likely to become your customers. So you really want to choose phrases and customers choose phrases that customers would use to search for your products or services. So building a keyword list is going to be the core part of your advertising campaign. So let's look at some tips for you to build a keyword list and really want to think like a customer. And you want to be sure you're bidding on your core product keywords. And when your audience is at the end of a buying cycle, they'll be searching for a specific product or service. And if you're the retailer, things like product names and models can be very high performing keywords. So you want to look at what are your products, what or even the different models of those products and start to write down a list of those to build a keyword list. You also want to think about your brand, remember the value of your brand in terms as well. So you might want to bid on the keyword of your brand as well, the name of your company. And if you do want multiple products, you can add keywords that are combinations of your brand name and high volume products that people often search for in the same query. So if you have a particular product on your brand name, you can also add those to your keyword list to appear in the search results as well. And you also want to think about the educational content as well. What are the how to articles that people are searching for? What are the tutorials or courses they're searching for as well? Because that is also a way through educational content that you can get people maybe further up the buying cycle to understand a bit more and then you can direct them to your product or service in order to buy when they've learned a little bit more. So the next step to build a keyword list is to use negative keywords and negative keywords really prevent you from showing in searches that use terms that aren't relevant to your product or service. And really adding these negative keywords can help you reduce costs and make your ad only appear in these searches for the search terms that you want. So some examples of these negative keywords will be things like free, cheap torrents, YouTube. And so if you are advertising, you know, save for a digital marketing course, well, you don't want your ad to appear when someone types in free digital marketing course. So you want to put in that negative keyword because they're not going to buy from me. So you don't want to be spending money on those ads. Third tip to build up accurate lists is to choose keywords that relate to websites or apps that your customers see. So we're really targeting, not displaying network. And as we said, that'll help you show up on the display network. And you really want to choose keywords that are related to cost content that your customers browse. And imagine that you create a keyword list that includes terms related to Boutte's will. Then you want your websites about Boutte's to be targeted with your keyword list, and you want to think about, you know, what are potentially articles that people are looking at. So you can appear on that tip number four to build your keyword list is to pick the right number of keywords. You want to get roughly five to 20 keywords per ad group, although you can have more that than you want. And remember that each ad group should contain keywords that directly relate to the groups themes. And your keywords will automatically match variations such as misspellings or plurals. So you don't need to add those. So the best way to really build up this keyword list, as well as using those tips, is really to come into the Google keyword planner tool and identify the amount of potential traffic that keywords might get. So you can come into this tool. It's within AdWords. You can type in whatever keywords that you brainstorm there, and you can really see the cost of even these ads and the cost per click. And you can also see how much search volume they get per month. And that will allow you to create a list of keywords that really people are searching for and that you know that before you even start your advertising campaign. Now, if you want to appear on the display network and find those terms that people are searching for or reading about on other websites, you can then use the display planner, which is also a tool within AdWords, and you can see ways to reach your target audience based on keywords, Web site or interest categories. So here's a couple of questions that you should know the answers to so you can use the key word planner to. See, the amount of traffic potential keywords might get you a second question, you can use the display planner to see ways to reach your target audience based on keywords, Web site or interest categories. And the final question, negative keywords can help advertisers refine their targeting of their ads by reducing the number of irrelevant clicks those people who are not going to buy. Now you're going to learn how to make your eyes seen. And you might be wondering what determines whether or not it shows up in the top spot or in the fifth position. So what's the difference between an ad that shows up at the top here? And and I'd say that shows up at the bottom because the ad at the top here can get two to three times more clicks than even the ad in the second position. So you really want to be in that top spot and you're probably wondering, well, how do I get to that top spot in AdWords? The key thing to understand is that it's in actually an auction process to get to that top spot. And ads on Google and the display network are sold by auction and advertisers bid on keywords in order to serve an ad which, when clicked upon, leads the search to your website landing page. Now, what is different to a traditional auction is that the highest bidder doesn't always win within AdWords. If the highest bidder always won in AdWords, then you could have ads up at the top here that aren't really relevant to what people are searching for. And Google really wants to make sure that they have provided a search engine that gets people to the information that they want to get to in the quickest way possible. So not only in Google search results, they want to make sure they're extremely relevant, but they also want to make sure that the ads are extremely relevant so that people get the information that they really want to get. Otherwise, people would never click on ads. So that is why Google has actually developed a different way to determine who wins the auction. And it's not just by bid. They actually take two factors into consideration and they've created a new measurement factor called ad rank. So there's two parts to this. One is the quality score. So what is the expected click through rates and they get that from historical information. What is the relevance and what is the landing page experience when people click through? Are they just leaving the site straight away or are they actually spending a bit of time on it and reading the information or signing up or doing whatever? And then also then there is the bid, the maximum price that an advertiser is willing to pay, for example, a dollar. So Google have created this new way to see who wins the auction, which is the ad rank, and that's a combination of the quality score and your bid. And really the bidder with the highest ad rank gets the top spot and so on than who's ever got the second highest order. Could be in the second position, whoever gets the third highest rank in the third position, et cetera. So recommendation for you and focus on consistently improving your quality score so you can reduce your costs and outrank higher bidding competitors. And this is important to understand that if you had a higher quality score and you were even bidding less, but that combined gave you a higher I'd rank, you could even get to the top spot, even though that you were bidding less for at the click than a competitor. So that makes it more fair because people really want to see the nod that's relevant and Google facilitate that. And so the recommendation is really to make sure that your landing page experience is really good, that when people click through the website of those fast, that it's mobile friendly, that they're it is relevant to what the ad is about. So if it says sign up, they can sign up. And you know that the ad you've written good text and has a good call to action. So a lot of people are clicking through. They're having a good experience and it's relevant to the keywords that people are searching for. Then you're going to have a high quality score. I'm going to be able to irungu people and you can see the details of a keywords quality score by clicking on the white speech bubble next to any keyword in your ads words report. So this is pretty cool that you can really go into your ads for a report, see the quality score, and then you'll know which ones to improve in order to improve your position. So here's a couple of questions to test if you were listening. So the first question, an advertiser wants to achieve the top position in pay in the paid search results, what recommendation would improve the likelihood of the top ad position? So remember, there are two factors there. You can improve your quality score and you can increase your bid. So second question, all of the things being equal, if you set a maximum cost per click bid of one dollar for your odds and if the next most competitive bid is 50 cents for the same position, what is the actual amount that you pay for that click? Now, we actually didn't cover this, but the answer is fifty one cent. So the key thing to understand and another quirk about this auction difference to the traditional auction is that if you bid a dollar and the next bid then is 50 cents, and let's just consider that the quality score is the same, then you will really pay just one cent more or just enough above to be the second person. And that's different to a traditional auction. You could say I bid at one hundred thousand dollars and somebody could bid ninety thousand dollars. You know, you're still going to pay one hundred thousand dollars to win the auction. Not so. In other words, if you bet one hundred thousand dollars or you bid one hundred thousand dollars and they bet ninety thousand dollars, well then you'll pay ninety one thousand dollars. And that's just a way to reduce the costs again and to make it fair for people. So final question then. What are the three components of the quality score? Can you remember them? They add relevance, landing page experience and expect to click through rate. Now you're going to learn how to select the best, how to select your bid strategy, and there are quite a number of bidding strategies on Google AdWords, but we're just going to look in in brief on them. This is the fundamental. So the first one is the target search page location. So this is an automated bidding strategy. And really, if you just want to be on the top page in the first page of Google, this is what it's like. Now, as you can imagine, this can be pretty expensive. So you really want to make sure that your quality score will be high. In order to do that, the next one is targeted CPA. This bidding strategy that sets bids to help you get as many conversions as possible at the target, convert the target cost per acquisition that you set. So you'll need to place a piece of code on your website in order to track conversions on your Web site. So if you have a Web site that has sells a particular product, well, you can use these targeted CPA to say I will pay for any anything that as long as I can get that conversion for, say, 15 dollars, you know, I just want to bid on as many ads as possible. Now in order for that to work, obviously, Google needs that information to track how many of those clicks will result in a conversion, for example, the sale. So that's why you need to put a small piece of code on your website, which Google will give you to track how many conversions happen. And then with that information, they can get you more clicks like that and you can get more conversions. So target return on outspend is another automated bidding strategy across multiple channels of groups and keywords to help you achieve that average return on and spend equal to the target you set you. So you set the target you want and Google will really deliver that. It's another automated bidding strategy is also the target. A ranking share, another automated bidding strategy that helps you get your ads. I rank ads from another domain, so that could be a competitor. You just always want to be above them. In the search results. You can use this automated bidding strategy. You can also maximize clicks. So if you want to set your budget to really maximize clicks, you can get as many clicks with this strategy. And there's also enhanced CPC, it raises your bid for clicks that seem more likely to lead to a sale or conversion on your website and the final method and really the one that you're probably going to use. This is Manuell bidding strategy. And these are all really automated bidding strategies, is the annual cost per click. And this lets you set your own maximum cost for your ads. And this differs from all those automated bidding strategies because you really set the bid. Yeah, in the automated being strategies, it really sets the bid for you. It just helps you get whatever you want to get in terms of your goal. But here, you'll actually set your maximum cost per click. So for your first campaign and if you're just getting started, you want to select this monument cost per click to really keep your budget in line, you can just enter a default bid of a dollar, set your budget to twenty dollars a day. That'll help you get up and running. If you need to increase your bids, then Google will really tell you in the reports. So just one question here, conversion tracking helps you in turn the return on investment of from your online advertising because. It shows you which ads lead to customer actions that you value for your business, and that could be a sale sign up at someone filling out a form, et cetera. Now, finally, let's look at how to evaluate campaign performance. And once your campaign has been running for a while, you want to measure your performance and you can analyze campaign group information using AdWords reports and metrics. So what are some of the best practices to evaluate performance or for campaign performance? You can check the campaign screen for a snapshot of the overall campaign performance so you can see it really at a high level. How is the campaign performing? And then if you want a more granular perspective, you can view details on how specific ads for each ad group are doing. And you can also really keep these check in superefficient by looking at the same stats routinely. And here are a couple of the key metrics you want to look at. So, CLECs, how many clicks is your ad received on the click through rate shows you the percentage of people who could see your ad and clicked on it. So that's important to know. Say if 100 people saw your ad and 10 people clicked, then you click through rate would be 10 percent. That conversions show you how many people clicked from your onto your site and did something you valued, such as a purchase on a phone call or download. So another comment you might want to measure is the cost per conversion. So if you set up that conversion tracking and that's the goal of your campaign, would you want to make sure you know how much that is costing you? And this is also known as cost per conversion or cost per acquisition. And conversion rate then shows how many conversions on your site resulted from an ad click. So, for example, you got 50 conversions from a thousand clicks, 50 divided by a thousand. So five percent conversion rate. So how do you calculate the return on investment of your eyes? Well, the return on investment tells you how effective your ad spend is by showing you how much return is bringing you. A return on investment is calculated with this form and it's really profit minus costs over costs. So this is something that won't be calculated for you inside of AdWords. So this is something you might want to do yourself. And the key reason is because AdWords won't know the costs of now how much it is to actually make your product. So, for example, here, if your ad resulted in twelve hundred dollars of sales and the product cost 600 to make, then you're advertising on your advertising cost was two hundred, then your return on investment is your profit. Which is really the twelve hundred minus the cost, which is the 600 to make, plus the two hundred in advertising costs. That's eight hundred over your cost, which is the cost to make the product, plus the cost of advertising. So once you calculate that all, you've really got a 50 percent return on investment. So the key thing to understand here is to calculate the return on investment. Um, you really need to know not just how much it's costing you to advertise, but also the cost of your products, not give you the overall cost, because really that advertising cost is really a cost and to sell your product. OK, now, finally, a couple of questions just to test what you learned on evaluating performance so your client wants to increase the number of people visiting his website. And when analyzing data for the search campaign, which metric do you want to want most to focus on? So remember that this website really wants to increase the number of people visiting his website. So in that case, what would be the metric to focus on? It would really be click through rates. You want to get as many people who see your ad to really click through second question in terms of evaluating performance, which statistic indicates how often a click has led to a conversion? Conversion rates, so remember, it's not just how many clicks you get to your website, but if you also want to get a conversion and you really want to see how many of those clicks actually resulted in a conversion, and that's the conversion rate. So final question on armouries. Business goal is to generate online sales of her handmade purses. Her AdWords costs are one hundred per week and she wants to know for advertising investment is paying off. So what additional information do you need in order to calculate her return on investment? It's the cost to produce her purses and the revenue generated for your ads. So those are the three things that you really need to calculate return on investments. So now we are at the end of our training, that is really the basic concepts and intermediate concepts about Google AdWords, including the best practices for managing and optimizing your campaign. So I think you'll agree we got through quite a lot and we did it in a short amount of time as well. So thanks very much for your attention.