Google Ads Fundamentals
A free video tutorial from Daragh Walsh
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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
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English [Auto] You are 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'm going to run through here and have repaired are available for you in the description today and load. But I would also recommend you get out a pen and paper start taking their notes and redo those important notes and points this to guide you. So let's kick it all off on look at AdWords basics. And the first thing that we have to understand is what really is Google AdWords well AdWords is an on line advertising tool that helps businesses businesses connect to their customers. And you can create your own online not tell outwards who you want to reach with that ad and AdWords brings your odds to them. It's really as simple as that at a very high level. Now here are a couple of interesting facts about outwards. It was launched in 2000s 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 thousands and Facebook ads only started in 2000 and 7. 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 on the platform that Adwords and 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 ninety five which is really incredible. And this is how Google has become such a big company. I mean 100 billion per year in advertising revenue is really incredible and 100 billion is 2.5 times greater than Facebook 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 they're still two and a half times bigger than Facebook okay. 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 he 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 proud. And there is no minimum and you can also optimize 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 percent 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 gonna be doing this as we go through to keep you engaged. So what is a 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 listening. 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 print 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 your 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 the search results on Google or partner Web sites or in mobile apps. And it already 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 web sites 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 an on the Display Network your ads may appear on sites like YouTube blogger g mail and partner Web sites across the insert Internet. And you might have heard of Google Ad Sense before and that is the platform that a Web site owner can use to get Google to put ads on their site. And then the Web site owner also gets a cut of that ad revenue. And that was a huge innovation as well that AdWords 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 the simplest online ad that AdWords offers. And here's just an example of one. Now 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 small here but you can see the headline is the one thing that you need the you or l really where you're sending people to 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 two use a call to action. Use your 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 50 percent off winter sale sale on for 3 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 by today. Well then the landing page you want to have something where you're sending them through to that reminds them again and shows them. 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. Well 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 drought not just in terms of the ad but also where you're sending people. Does 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 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. Watch should she include on her texts. Remember 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. That's something you can do if you want is just typing to Google gym membership or gym in your city. Like all day here just as an example of what you can do is just have a look at any of the ads here and really look back at the list that we said here. So highlight what makes you unique Fitness gym get your first month free ok weights sauna. OK. That's something unique vote voter club of the year that's unique so you could 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 their call to action is their sales terms. Do the ads really match the keywords so you can see I said gym Dublin you can see your gym 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 under the People's odds 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 extensions. So what are add extensions. Well extensions include a call buttons location information site links 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. People can actually click that directly in Google AdWords and call me and you can see site links where people can click right through to certain pages on your Web site and you can also add in things like your Google Plus profile so you can see here. If this was an our 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 art extensions makes your art 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 to 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 ads. It's the same price as a normal click when somebody calls you from your extension or when somebody downloads you're up or when somebody clicks through to your site link etc.. So you can add these into your ads. 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 they were to click on the ad normally. So here's a couple of questions to just test what you've learned. So which ad extension would you use for an advertiser who has a chain of restaurants. So think about that. Which ad 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 Web site from your ad you can create an ad that uses site link extensions that'll give that little bit page here as we can see here the site link extensions and we'll bring them directly to specific page on your Web site 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 this client's campaign to help achieve their goal. Think about that for a second you can on call extensions to the client's ads and monitor the performance where mobile clicks to call segment and 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 there's one two three four five options here. What's the best one for you. Let's look at it a bit in a bit more detail. So these search network ad 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 this search network and display network and the display network is a campaign time that works by matching brands to most Web sites 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 opt in. Really this will show your ads on these 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 these search and display network now the third type of campaign you can do is a video campaign or the fourth type is a video campaign and would a video campaign you can read 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 industry minds like he'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 cars 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 tax that it's something like this over here. We've got an image you maybe 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 image tree traffic to web site or local source 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 app campaign. And what the universal app campaign you can easily promote your app across these search display and YouTube and your ads and bids are automatically just ads to get the most downloads for your app. So really you be using this type of campaign if you had an app and you wanted to get more downloads for. 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 a 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 lure customers to book travel access. There are itinerary and keep a travel log 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 ads 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 account campaign and our 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 AdWords is your campaign and your ad campaign has its own budget and settings that determine where your ad appear. So for each campaign you're gonna 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 will might be to get people to come back to your Web site in a remarketing campaign. So not is why you would have a separate campaign. The fun layer and onwards 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 ad group and within each of those there are different keywords and bids for it though. So if you were selling boots pants and hats gloves etc you would be running different campaigns for those and you should really create separate eye groups with relevant keywords and bids for each product or service and what you can also do is using AdWords manager a candidate if managing more than five occasions. So if you do work as a freelancer then to manage a lot of different occasions you can get an AdWords manager occasions which you can manage more than five occasions 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 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 it is all about getting the right message in front to the right person at the right moments. And there's really no one size fits all strategy when it comes to targeting on ad 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 and in their locations ages genders and device types so you can target your ads based on not. You can also target drivers 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 target an ad to multiple pages about certain topics at once. And this allows you to target a broad range of pages on other Web sites on the display network and afterwards will analyze the web content of those Web sites 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 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 Web site that you wants 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 ads appearing 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 remarketing that is another targeting option. And this allows you to target users that have already interacted with your ads your Web site or your up so that they'll see your odds more often. Now these users can be at any stage of conversion as long as they've visited your website or clicked on and on before and usually these are used to get people to return to a Web site to complete a purchase. If they dropped off during the checkout so here's that targeting example. And I think this really just really gave 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 the local delivery so she uses location targeting to restrict the advertising to within 15 miles of the city limits. No she doesn't want to be doing 2 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 an absolute right 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 visitors her site without completing a purchase she'll show ads to 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 a remarketing campaign. This is a robust advertising strategy to set herself up for the holiday season. So the purpose is 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 see your client wants to show ads to people who visited a Web site before which AdWords feature would you recommend. She's you remember the name three marking. So final question here. If you if you'd like your aunts to show on certain sites across the Internet you can add these Web sites as placements. Now you are going to learn how to control which searches trigger your ads and for most advertisers there outwards occasions are powered by keywords and keywords are the words or phrases that help determine where and when your ads 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 you want to think like a customer and you want to be sure you're building 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 a what are your products water 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 branded 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 with 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 and your brand name you can also add those to your keyword lists so you appear in the search results as well. And you also want to think buys the educational content as well. What are the how to articles that people are searching for. Why did the tutorials or courses they're searching for as well. Because that is also 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 tip to build up your keyword list is to use negative keywords and negative keywords really prevent your ad from showing in searches that use terms that aren't relevant to your product 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 torrent 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 putting 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 your keyword list is to choose keywords that relate to Web sites or apps that your customers see. So really targeting not display 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 boots. Well then you want your websites about boots to be targeted which your keyword list Listen you want to think about what are potentially articles that people are looking at. So you can appear on that tip number forward to build your keyword list is to pick the right number of keywords so you want to get roughly 5 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 group's 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 odds and the cost per click and you can also see him 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 Web sites 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 keyword planner to see the amount of traffic potential keywords might get you. Second question. You can use the display planner to see ways to reach your target audience based on keywords website 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 an ad 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 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 actually an auction process to get that top spot and ads on Google on the display network are sold by auction and advertisers bid on keywords in order to serve an ad which when clicked upon leads the searcher 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 race and they get that from historical information. What is the add relevance and what does the landing page experience when people click through. Are they just leaving the site straightaway 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 of 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 reading the better with the highest ad rank gets the top spot. And so on Dan who's ever at the second highest rank will be in the second position. It's the third highest rank in the third position etc.. So recommendation for you to focus on consistently improving your quality score so you can reduce your costs and out rank higher bidding competitors. 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 rank you could even get to the top spot even though you were bidding less for at the click than a competitor. So that makes it more fair because people really want to see that not 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 Web site of those fast that it's mobile friendly not there 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 gonna have a high quality score. I'm gonna be able to run 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 aunt's words report. So this is pretty cool that you can really go in to your ads report see the quality score and then you'll read know which ones to improve in order to improve your position series 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 prove your quality score and you can increase your bit so second question all other things being equal. If you set a maximum cost per click bait of one dollar for your odds and if the next most competitive bid is 50 Cent for the same on 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 auctions difference to traditional auction is that if you bid a dollar on the next bid then is 50 cents and that's just considered that the quality score is the same. Then you will really pay just one cent more or just enough above to BS 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 and afterwards if you bet one hundred thousand dollars or you bid one hundred thousand dollars and they bet ninety thousand dollars well then you'll just 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. Their odd relevance landing page experience unexplained expected click through rate. Now you're going to learn how to select the best and 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 fundamentals course. 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 that the next one is target CPA. This bidding strategy that sets bids to help you get as many conversions as possible at the target convert the target cost Barack acquisition that you set. So you'll need to place a piece of code on your Web site in order to track conversions on your Web site. So if you have a Web site that say has sells a particular product well you can use this target 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 means that information to track how many of those clicks result in a conversion. For example a sale. So that's why you need to put a small piece of code on your Web site 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 spend is another automate a bidding strategy across multiple channels ie groups and keywords to help you achieve that average return on an spend equal to the target you set. You say used to set the target you want and Google will really deliver that. It's another automated bidding strategy. There's also the target a ranking share and other automated bidding strategy helps you get your odds and rank gods from another domain so that could be a competitor if 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 and seem more likely to lead to sale or conversion on your Web site. And the final method and really the one that you're probably going to use is is this manual bidding strategy. These are all really automated bidding strategies is the manual cost per click. This lets you set your own maximum cost Burkett for your odds and this differs from all those automated bidding strategies because you really set the bid in the automated being strategies it really sets the bid for you. It just helps you get whatever you want to get in terms you go. 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 manual cost per click to really keep your budget in line. You can just enter a default pit 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. Someone filling out a form etc. Now finally let's look at how to evaluate campaign performance once your campaign has been running for a while. The one to measure your ad performance and you can analyze kind campaign ad 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 craft ad group are doing and you can also really keep these check ins super efficient by looking at the same stats routinely. And here are the couple of the key metrics you want to look at. So clicks how many clicks Is your ad received and they 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 a hundred people saw your ad and ten people click then you're click through rate would be 10 percent. The conversions show you how many people clicked from your ad to your site and did something you valued such as a purchase sign up phone call or download so another key metric you might want to measure is the cost per conversion. So if you've 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 your 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 fifty divided by a thousand so five percent conversion rate. So how do you calculate the return on investment of your ads. Well a return on investment tells you how effective your ad spend is by showing you how much return it's bringing you in return on investment is calculated with this format 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 know how much it is to actually make your product. So for example here if you're out resulted in twelve hundred dollars of sales on the product cost six hundred to make then your advertising cost 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 six hundred 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 and you really need to know not just how much it's costing you to advertise but also the cost of your products not to give you your overall cost. Because really that advertising cost is really a cost to sell your product OK. Now finally a couple of questions just to test what you've learned on evaluating performance. So your client wants to increase the number of people visiting his Web site and when analyzing the data for the search campaign which metric do you want to want most to focus on. So remember that this Web site really wants to increase the number of people visiting his Web site. So in that case what would be the metric to focus on. It would really be click through right. You want to get as many people to 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 rate. So remember it's not just how many clicks You get your Web site 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 now on Marie's 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 investments. It's the cost to produce her purses on the revenue generated for your ads. So those are three things that you really need to calculate return on investment. 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 campaigns. So I think you'll agree we've got through quite a lot and we did it in a short amount of time as well. So thanks very much for your attention.