Google Ads 2022 Tutorial

Gistnobs
Gistnobs
68 Min Read
Google Ads 2022 Tutorial

Google Ads 2022 Tutorial

Given the high buyer intent traffic Google Ads provides to your landing pages, you undoubtedly already know that using them is the fastest method to 10X your sales.

The user WANT to pay attention to you on Google, unlike Facebook, where you have to rely on interrupting the user to attract his attention.

But how can you truly make it profitable for you and post your adverts in this manner?

Do you need the Google Ads PDF User Guide? To download it, scroll down below. Or you might try hiring Google advertising specialists who actually like aiding.

Google Ads 2022 Tutorial

The fact is that Google Ads may be the quickest way to lose money if you don’t know what you’re doing. Thanks to the expensive advertising and the fierce rivalry with big expenditures.

I’m going to show you EVERYTHING you’ll ever need to crush your competitors on Google and leverage this potent Ad Network to your advantage in this guide.

So you’ll enjoy this guide if you’re wanting to up your advertising game for 2020 and beyond.

Let’s get started straight now.

 

Chapter 1: Getting More Customers with a “Bare-Bones” Google Ad

When Google’s ad income reached a staggering $79.4 billion in 2016, it outpaced the combined ad spending of every nation save the US. By the end of 2017, it had comfortably reached $90 billion.

making it the largest advertising sales organization in the world.

Google Ads 2022 Tutorial

Source: https://www.statista.com/statistics/266249/advertising-revenue-of-google/

Contents
Chapter 1: Getting More Customers with a “Bare-Bones” Google AdHow Are Typical Google Ads Made?Are Google Actually Displaying Your Ad?To The Rescue, Good Guy Google?Chapter 2: Targeting and Being Omnipresent With Various Ad TypesTypes Of AdsGOOGLE SEARCH ADSGOOGLE VIDEO ADSGOOGLE SHOPPING ADSGOOGLE UNIVERSAL APP CAMPAIGNSTypes Of TargetingKEYWORD TARGETINGBroad MatchPhrase MatchExact MatchNegative MatchLOCATION TARGETINGLANGUAGE TARGETINGAUDIENCE TARGETINGRemarketing ListsGoogle Affinity and Custom Affinity AudiencesSimilar AudiencesGoogle In-Market and Custom Intent AudiencesChapter 3: How to Get Up to Speed and Set-Up a Google Ad Account within No TimeGo to ads.google.com and click Start Now.Enter your Email address and Website and click Continue.Chapter 4: Avoid Wasting Your Marketing Budget by Optimizing for Maximum Clicks (And Optimum Bidding Type)Calculating The CPCTypes Of CPCTARGET CPA:TARGET ROAS:MAXIMIZE CLICKS:MAXIMIZE CONVERSIONS:TARGET SEARCH PAGE LOCATION:TARGET OUTRANKING SHARE:ENHANCED CPC:MANUAL CPC:What About The Remarketing Budget Though?Chapter 5: How to Pick the Right Keyword Every Time to get Those Conversions!1. Become Your Own Customer2) Branded Searches3) Go Long4) Google Keyword Planner5) Right Match Types For The Right KeywordsChapter 6: Get More and Better Ideas By Analyzing Your Competition (and beating them!)How Much Of A Genius Are You?Becoming A SpyDominate To WinChapter 7: Making sure your “home-base” is Optimized to Get The Max ROI from your AdsThe Why And The HowCustom Coded Landing PagesUsing A Third Party Landing Page BuilderSqueezing Out The ROI (Landing Page Creation Process)Chapter 8: Getting fully locked and loaded with your Google Ad CampaignStep 1: Select Your Campaign GoalStep 2: Choose The Campaign TypeStep 3: Choose General SettingsStep 4: Select Your Targeting And AudiencesStep 5: Define The Budget And BiddingStep 6: Setup The Ad GroupsStep 7: Creating The Ads

The most important thing is to understand exactly how the thing operates before investing any money in it. And how Google leverages your money to really attract new customers to your business.

In this chapter, we’ll specifically look at that to make sure your “Google Ad boots” have a firm foundation on which to stand.

The most pure type of PPC advertising is Google Search Ads. You have a possibility of having your adverts displayed if you can afford to spend the most for a certain search phrase.

 

How Are Typical Google Ads Made?

This is how it works:

You choose the kind of advertisement to generate after creating a Google Ads account. Video, search, or display.

After making a few basic selections, you go on to selecting the keywords that will be used to display your adverts.

 

You decide on your bid strategy and submit a bid (preferably higher than your competition). Then you design your advertisement and submit it to Google to attract more customers!

Only if it were that easy, I suppose.

As you can see, Google cares about its users. Google won’t take your money if your advertisement isn’t the best for a search result. And no matter how much you bid, Google won’t send you any visitors.

 

Are Google Actually Displaying Your Ad?

Google utilizes a little tool called Quality Score to control the ad quality.

The Quality Score aids in determining the worth of your advertisement in Google’s eyes. The following factors are considered:

  1. Clickthrough Rate (CTR)
  2. Keyword Relevance to the ad group
  3. Landing page quality
  4. Your ad text quality and relevance
  5. Your Ad account history

Google assigns your ad a quality score and shows it in accordance. You have a strong possibility of getting your ad displayed even if you don’t have the greatest cost per click if your ad has a very high score (CPC).

Naturally, even if you place the highest offer, there is a good probability that your ad won’t appear if your quality score is really low.

 

To The Rescue, Good Guy Google?

I completely comprehend that you now have no direct control over your account history, however you DO have complete control over the CTR, Keyword Relevance, Landing Page, and Ad Text!

And by taking the other 4 criteria into consideration, you may DRASTICALLY lower your CPC while increasing your conversions at the same time.

In fact, read this manual in more detail. You’ll discover that Google genuinely has your best interests in mind when it sends visitors your way. That’s accurate. They genuinely WANT you to do well and have a low CPC!

And Google achieves that by giving you the option to create several ad kinds based on your preferences.

You have an enormous powerhouse to boost your top line when you combine the various ways the Google Network may be used to reach your client.

In relation to powerhouse.

 

Chapter 2: Targeting and Being Omnipresent With Various Ad Types

You may target your audience with Google in several online locations. You may literally contact your consumers in different locations and grab their attention via Google Search, YouTube, websites, or other applications, making you genuinely ubiquitous.

According to research, a consumer practically NEVER makes a purchase on their first visit to your website. In fact, you often need to display the offer 6-7 times before a transaction occurs.

Therefore, your chances of making a sale increase the more channels you are active on and may display your offer to the user.

In this chapter, we’ll go further into how to achieve this omnipresence and accumulate as much justification as possible for presenting our offerings.

Departing from there, let’s

 

Types Of Ads

Types Of Ads

  • GOOGLE SEARCH ADS

You may use these advertising to obtain your advertisement on the Google Search Results page. These ads are the ones that are utilized the most. This is understandable given that these have the strongest purchasing intent of all. It’s quite probable that anyone who clicks on these is a qualified lead.

  • GOOGLE VIDEO ADS

Unsurprisingly, video is one of the most frequently discussed aspects of digital marketing to take into account in 2020. You may use Google video advertisements to launch your video marketing.
These enable you to be active on YouTube. the second-largest internet traffic source. You may broadcast a video ad based on the user’s Google search query to remain in front of the user even when he is not using Google Search.

On YouTube, you may also target your competitors to broadcast your video advertisement. They will thus notice your advertisement before watching the competitor’s movie. This is quite powerful because, if the consumer is looking at your competition, he is already in that frame of mind, and your excellent advertisement may capitalize on that.

  • GOOGLE SHOPPING ADS

The Display Ads make use of the enormous Google Display network, or a network of millions of websites, where you may market your goods and services in a variety of forms with varied targeting choices. Display advertising are still very successful, despite the fact that their popularity is waning as more people are acquiring “ad-blindness” and ad-blockers are being widely used.

So much so that, according to Wordstream, display advertising account for 20% of Google’s ad income and reach 92% of US internet users. You simply cannot afford to pass up the ‘omnipresence’ and remarketing opportunities these advertisements offer, even if they don’t immediately result in a sale.

Listed below is a helpful cheat sheet for placing Google Display Ads on the Google Display Network. Apply this

  • GOOGLE UNIVERSAL APP CAMPAIGNS

These advertisements were the final ones Google released to take advantage of the massive interest in mobile applications and offer a terrific method for creators of mobile apps to generate income. These are an all-encompassing campaign that includes Google Play, YouTube, AdMob, and search and display. Simply connect your app, then start making advertisements!

It’s quite great to be able to communicate with folks. However, if you market to everyone, you are actually marketing to nobody.

We may utilize a variety of targeting strategies to find the RIGHT folks on Google because of this.

Types Of Targeting

  • KEYWORD TARGETING

Google’s most traditional method of targeting. The keyword search queries that you want your ad to appear on can be used as a basis for targeting. You may input that term both on Google and on other GDN websites. Consequently, accessible via Google as well as affiliate websites.

Types Of Ads

It offers a variety of possibilities, including wide, precise, and negative match kinds. Depending on when you want the ad to appear, you may select the match type when you enter a keyword:

  • Broad Match

In this scenario, the ad would appear for any search query that included any of the supplied keywords. Examples are “why is the sun not purple” and “why does the sun not look like a sock,” where the term “purple socks” would appear. To ensure that the term is also entered, add a + before it in your Google Ads dashboard. Because “purple” is not listed, Plus purple would not appear on “Why is a sock not a scarf.”

  • Phrase Match

On inquiries that included the entire sentence, the term “purple cone” would appear. Ex: “Why is my purple cone not purple” and “Where may purple cone be hurled.” In inquiries without at least one of the terms, it won’t be displayed. Therefore, it won’t appear under “Why is cone odd”

  • Exact Match

Like the name implies, in order to view your advertisement, a user must only type “purple cone” and nothing else. neither more nor less. Maybe add an’s’ at the end, though. Google accepts “purple cone” and “purple cones” as both being suitable for your advertisement!

  • Negative Match

any search that does not contain a keyword. Therefore, if you add “purple cone” and the modifier “- ice,” your ad will appear for the keyword “purple cone for lunch” rather than “purple cone ice cream.” These negative modifiers can be multiplied several times to create a highly targeted keyword list.

  • LOCATION TARGETING

You may focus queries originating from particular places thanks to this. As a result, your advertisement will only be displayed to those in the US and Canada if you choose to market primarily to those populations. These may be adjusted and made more specific by targeting based on states, cities, provinces, zip codes, etc.

Types Of Ads

  • LANGUAGE TARGETING

You may choose a certain language for your inquiries thanks to this. Therefore, if your website is in English, it is usually pointless to present it to nations where English is not the primary language. As a result, you may choose solely English-speaking nations, possibly saving a lot of money!

Types Of Ads

  • AUDIENCE TARGETING

enables you to target particular individuals depending on their behavior. No, not to the same extent as Facebook’s targeting. But every month, it unquestionably becomes more and more potent.

  • Remarketing Lists

People who visit your website and have a tracking cookie placed on their browser by Google are included in remarketing lists. For retargeting purposes across various websites, apps, and of course YouTube, this is quite helpful.
Since they have previously seen some of your information, they will be lot more open to your advertisements and are much more likely to convert in the future. As a result, obtaining better results for significantly less expensive targeting is an opportunity you just must pass up! Given that your advertisements aren’t terrible (we’ll fix that in chapter 8),

  • Google Affinity and Custom Affinity Audiences

These allow you to reach to people based on segments that Google creates, or you create. These segments are extremely power for reaching people at the top and the middle of the funnel.

  • Similar Audiences

Pretty self explanatory. They allow you to reach new people based on similar interests to website visitors. So if you’re selling Purple Vanilla Ice Cream on your site, Google would create a similar audience of people who read about ice cream.

  • Google In-Market and Custom Intent Audiences

These provide you the chance to target a set of people who are actively looking for you to sell to and are prepared to do so.
You are highly likely to reach customers who are reading comparison articles and are very close to making a purchase if you instruct Google to target users who searched for “blue bowl versus blue cone,” for example.

Types Of Ads

I covered all the targeting choices and ad kinds since they are crucial to comprehend if you want to use this ad platform and your money to its best potential.

The key to success with Google Ads is to employ these combinations of ad kinds and targeting choices along with carefully chosen keywords, optimized landing pages, and ads that are “written to sell.”

 

Chapter 3: How to Get Up to Speed and Set-Up a Google Ad Account within No Time

You now have a full understanding of what Google means by a “quality” ad and how to use Google Ads to target customers online. You should now begin setting up your Google Ads account.

Google has a setup that walks you through the process of getting started with advertisements. However, they often lead inexperienced users astray and lead them to a site where they spend a lot of money without getting a return on investment, which leads to them furiously leaving Google.

I got it. And for that reason, I wrote this manual, in particular, this chapter. in order to swiftly get you up to speed and enable you to begin using Google Ads.

 

Let’s get going.

  1. Go to ads.google.com and click Start Now.

Go to ads.google.com and click Start Now.

  1. Enter your Email address and Website and click Continue.

Enter your Email address and Website and click Continue.

  1. Google will ask you to set up an Ad Campaign to proceed. Don’t worry, you can just turn it of later. Just enter some basic stuff and get going.
  2. Pick a Budget:
    Just choose a number to get started with. A number that you’re comfortable with spending. Don’t worry about calculating the ad budget here. We’ll do that in the next chapter in detail. You can always change this budget later.

Types Of Ads

  1. Choose a Target Audience:
    This is where you get to choose your Target Audience. You don’t wanna waste your money on displaying ads to people in countries you’re not even selling to. So if your product is only sold in US and Canada. Make sure you select that.

Types Of Ads

  1. Select a Network
    This is where you can select among the two networks to run your ads on. Search Network and the Display Network.
    So if you wanna run ads on Google, YouTube or sites that use the Google Search Engine. These ads are typically based on keywords that you choose, and the audience uses to search. Choose the Search Network.

Types Of Ads

And naturally, if you wanna run ads on third party sites. Ads which are more visual and appear on other sites. Choose the Display Network. You can use this to reach potential customers who reach sites related to your niche.

  1. Enter some Keywords
    Don’t worry too much about this. Just add some keywords that you might be knowing, or just leave them as default. We’ll go through the keyword research process later and fix this.

Types Of Ads

  1. Let the Bid stay at automatic for now. We’ll look into it in more detail later.

Types Of Ads

  1. Just Write something random on the ad and proceed by clicking Save and Continue. We’re anyway gonna be pausing the campaign later.

Google Text Ads Writing

  1. Enter your Payment Information and other details on the next page. Click on Finish and create ad after that.

And that’s it. Your Google Ad account is now set up. Now go to your Campaigns Dashboard and Pause the campaign you just created.

Google Ads Pause Campaign

Now that you’re set up with your Google Ad account, let’s begin optimizing for efficient spending of your money.

 

Chapter 4: Avoid Wasting Your Marketing Budget by Optimizing for Maximum Clicks (And Optimum Bidding Type)

I’m not very good at math.

You can actually calculate your budget as long as you understand what multiplication and division are, so don’t let the chapter title scare you. I’m done now. Nothing further.

You must determine how much money you want to spend on Google Ads. Going overboard with your spending might be devastating to the health of your company. While spending less can indicate that you’re not earning as much money from Google Ads as you could be.

Everything you might possible need to figure out your ad budget is covered in this chapter.

Calculating The CPC

Google allows you to enter the Max. CPC you want them to spend on your ads. This give you full control over the money taken out from your bank account.

Getting to this Max CPC requires you to know a few things:

  1. No. of clicks your ad is getting.
  2. No. of sales you’re getting from that ad.
  3. The total cost of the product/service you’re selling.
  4. Your ad costs

Now, to find out the amount Google charges you for one click, we first need to find the conversion rate of our product.

As conversion rate is basically the percentage of people who actually bought your product, we can use the following formula:

Conversion Rate = (Number of sales/Number of clicks) x 100

So if you’re selling ice creams. And out of 2000 clicks, 30 people buy your ice cream. The conversion rate of the ad is (30/2000)*100. Which is equal to 1.5%.

Next thing we need to know, is the amount of profit we’re making. So if your ice cream package sells for $50 and you’re spending $20 to get one sale, your profit would be $30.

Now CPC is essentially the cost we’re paying for one click in order to be profitable on Google. So if we have the percentage of people who are responsible for the sales, and we have the total profit that we’re getting per sale, we can easily find the CPC using this formula:

Max CPC = Conversion Rate x Profit x 20%

Yes, 20% is the estimate of the commission that Google takes to place these ads.

So if your conversion rate is 1.5%, and the profit you’re making is $30, the CPC would be:

0.015 * 30 * 0.2 = $0.09

So, for every $0.09 spent on Google, you can make a profit of $30 per sale. Pretty dope right?

Note that you need to ideally have a minimum ratio of 1:2 between ad costs and revenue generated. So for every $1, you want to be making at least $2 to be able to calculate the Max. CPC accurately.

Of course, the more data you have, the more accurate you’ll be able to calculate. But that shouldn’t stop you from beginning to optimise the ads as soon as you have made the minimum profit per sale.
The more in control you are of your marketing, the more money you’ll make with your marketing efforts.

You can control your CPC further by using several bidding strategies provided by Google.

Types Of CPC

Google Ads gives you multiple ways to keep a track of your bids, so that you can manage your money with ease.

Google Ads CPC Types

TARGET CPA:

This little dude optimizes your bids to get maximum conversions based on previous behaviour.

Know that you need to have had some conversions already for this thing to be unlocked. When you’ve got over 30 conversions in 30 days, you can use this Bidding to further optimize your bid for Acquisitions.

TARGET ROAS:

ROAS = Return on Ad Spend.
This is the average revenue you generate in return for every dollar you spend on ads.

This strategy will help you in getting the maximum ROAS, closer to your goal. Getting the most sales is not the main focus of this ad.

MAXIMIZE CLICKS:

Pretty self explanatory. Google will optimize your bid to get the most clicks. Ideal if you’ve a conversion funnel which is already working for you.

You just need to drive the most clicks and you’re golden!

MAXIMIZE CONVERSIONS:

In this Bidding Strategy, Google will optimize your bids to get the most conversions.

Only use this if you have a large budget set aside. Google will straight bump up your costs to get the most conversions without worrying about the clicks.

TARGET SEARCH PAGE LOCATION:

While the top of the search page does not guarantee you’ll get the most clicks, it sure does give your ad the maximum visibility.

This bidding strategy will optimize your bids in order to get placed at the very top of the Google search results.

Optimize your quality score and then use this bidding to get the optimal results.

TARGET OUTRANKING SHARE:

Depending on the bid and the quality score, multiple advertisers are almost always competing to get ranked at the top spot with their Ad.

This bidding strategy will allow you to select the competitor you wanna outrank, how many times. Google will then adjust the bid accordingly to give you the results.

You can very easily declare all out war against certain competitors if you desire.

ENHANCED CPC:

This is a conversion focused strategy in which Google changes the bid according to the past behavior. Make sure you have Conversion Tracking enabled for this (more about this in a later chapter).

Google will automatically increase or decrease your bids, depending on the past data captured by Google’s tracking cookie.

The clicks that are more likely to get you conversions get an increased bid (up to 30%), and the clicks that are not likely get decreased bids.

MANUAL CPC:

As the name suggests, this allows you to set your own bids for the campaigns. This is the bidding strategy that gives you the most control over your ad activity.

Basically, Google will take the default ad group bid and apply it to all the keywords. You can always go in and change bids at the keyword level manually of course!

This is the strategy you should prefer in most cases as this gives you the most control over your advertising. But feel free to test with the other strategies and switch it up after 30 days if you don’t see good results.

Be smart.

Now that you know the different bidding strategies, let’s go one step deeper and gain that control.

What About The Remarketing Budget Though?

If you’re currently running a business which depends on advertising to make money (or maybe it will after you’re done with this guide!), know this: You are actively choosing to make less money if you’re not actively remarketing to your visitors.

There is no fixed budget or limit to how much you can spend on remarketing. But to begin with, here’s what I would recommend.

From your total number of sales, check out the number of sales which come from repeat visitors. So if out of 200 purple ice cream cone sales, 50 bought it after a repeat visit, you can safely conclude that 25% of your customers are repeat customers.

Which means, 25% of your marketing budget should be spent on remarketing ads!

Make sure you’re taking full control of your budget with these bidding strategies and modifiers, as well as remarketing to a good portion of your visitors to maintain maximum efficiency.

Combine this with getting clicks on quality keywords, and you’ll have literally done a better job than 90% of the advertisers out there…

Chapter 5: How to Pick the Right Keyword Every Time to get Those Conversions!

When you choose your bids and everything, Google will give you a bare bones version of its Keyword Planner. It will give you Keyword Ideas and allow you to type in the keywords you wanna run the ads on.

If you value your money even one bit, discard all these keyword ideas right now.

Google gives you these keyword ideas based off the content on your website. And you bidding on them means you’re potentially bidding on 90% of the keywords which are actually useless.

You need to pick the right keywords, that get high quality clicks.

And that’s exactly what I’ve outlined below. A step-by-step process for figuring out the keywords that will set your ads up for massive conversions.

Let’s jump right in.

1. Become Your Own Customer

You’re running the ads for your ideal customer. So now it’s time you become one.

It’s SHOCKING how many businesses skip this step.

All the “tactics” and the “expert advice” is useless if you don’t understand and are not close to your customers.

To get the right keywords, begin with becoming your customer and what they would type on Google to come across your product.

So if you’re selling SEO Services, you need to step in the shoes of a business owner or a marketer, who’s looking for solutions to his SEO problems.

You’d search for things like:

  • How to do SEO
  • Paid Ads Alternative
  • How to link building
  • Do SEO services work?
  • Why SEO consultant
  • Marketing Agency vs SEO Consultant
  • SEO service near me
  • Hire SEO consultant
  • SEO Agency price

If you look carefully, the keywords go from top of the funnel searches to the bottom as we go down this list. This is because not all of the people who are in need of SEO would be ready to buy yet. And don’t worry, you won’t be using the same ad for all these keywords.

Ask your customers

After getting an initial idea of the keywords your ideal customer would be typing in. Start talking to your existing customers.

Ask their pain points. Ask what they like the most about your product. What were they looking for when they stumbled upon your website?

The truth is, not matter how much you step in your customer’s shoes, you still will have your own biases which you cannot push through without getting candid feedback from your customers!

So make sure you’re actually having open conversations and are deliberately making an effort to understand your customers without expecting anything in return.

After you’re done with that, let’s move on to the next step.

2) Branded Searches

Go on Google right now and search for “amazon”. This is what I saw when I did that.

Amazon Google Search Results

I’m sure we’ve all heard of Amazon. It’s one of the biggest brands in the world. And even they bid on a their own brand, regardless of people not needing any introduction.

Now search for “HubSpot”. This is what I got.

Hubspot Google Search Results

Yes, Intercom bid on the keyword “HubSpot” and actually appear on top of all the other organic Google search results.

Yikes.

While HubSpot is a very well known brand in the Software space as well, they’re still at a high chance of losing potential customers to Intercom. Simply because they haven’t bid on their “branded keyword”.

You see, no matter how big you are, you need to keep an eye out for your branded keywords. Your competitors could be stealing customers from right under your nose!

Now that you know what your customer searches for, and have solid roots for your branded keywords. Let’s move on to the next step.

3) Go Long

Before we go any further, make sure you’ve listen down as many keywords as possible that pop up in your head from the above 2 steps.

Do it right now. Open your Notes and jot down everything before proceeding. Don’t worry, we’ll be removing the ones that don’t make sense as we proceed with this guide.

How targeted should you go?

Imagine you’re selling iPhone X cases. What would a buyer search on Google?

Here are a few that pop-up in my mind:

  • Buy iPhone X case
  • Buy iPhone X cover leather black
  • iPhone cases

Which one do you think gets more search volume? And which one has higher buyer intent?

Obviously, the third and the second one respectively.

So how do you decide which one to bid on? Considering the fact that you don’t wanna miss out on appearing in front of high volume searchers or high buyer intent both.

Search Engine Watch did an analysis a while back, in which they compared the percentage of clicks, impressions and conversions keywords of various length generated.

Google Ads Keyword Length, Impressions, Clicks, Conversions Percentage

Source: https://searchenginewatch.com/sew/study/2214529/head-vs-long-tail-keywords-analyzed-impressions-clicks-conversions-profitability

As you can see, the bracket marked in Gold i.e. 11 to 15 keyword length were found to be the most impactful, followed by the one marked in Silver i.e. 16 to 20 characters.

You know what this means.

If you want the maximum ROAS from your ads, go long.

But not longer than 30 characters. Going too short would mean you competing against a lot of other advertisers and potentially wasting a lot of money without getting enough conversions.

If you’re a sneaky rebel and wanna experiment further. Always go longer.

Because after all, you’re only paying for the clicks!

4) Google Keyword Planner

Now it’s time to return to the good ol’ Google’s Keyword Planner, and focus down even more.

Surprised?

Google Keyword Planner is a great tool, but solely depending on it is a surefire way to end up like this: alt text: sprinkling your money like a blindfolded dude trying to shoot a pigeon.

Added to that if the search volume for “Buy iPhone X cover leather black” is not as high as you thought, maybe you can remove that and replace that with another keyword which you hadn’t thought about before.

Yep, the Google Keyword Planner is a hugely useful tool to find out the correct keywords. But if you start with this without doing your own research, you are guaranteed to be bidding for the wrong keyword 90% of the times!

You’ve narrowed down and selected proven keywords. It’s time to move on to the final step and select the correct match types.

5) Right Match Types For The Right Keywords

Let’s say you’ve found out that bidding for “buy iphone x case” is proven and could be profitable.
You’ve started the ad, set up the landing page for a sleek looking iPhone X case which is proven to sell well.

Then you see your first few clicks and analyse them.

Yikes.

Chances are, a lot of the clicks are not from the people who were looking for iPhone X cases. The people looking for iPhone 7 cases or simply any iPhone cases were also shown this ad!

This could be fatal for your marketing budget, especially if you’re bidding on a competitive keyword.

And it’s insane how many businesses mess this up.

I was recently looking at an ad report submitted by a PPC Agency working for my dad’s business website which is a portal of Educational Institutes and Private Coaches. I was BLOWN AWAY by all the bad quality clicks coming to his website. Due to one single reason…

All the keywords were set to “broad type”.

So let’s be smart and not fall for this. Because while Google won’t make a big deal out of this, your money (or your boss) definitely will!

Google Ads Keyword Match Types

Source: https://www.cardinalpath.com/adwords-keyword-match-types/

Broad Match

Unless you explicitly set the match type while typing in the keywords, your keyword will be a broad match.

So if you enter “purple cone chocolate vanilla mix ice cream”, your ad could be shown for search queries like “purple mix” or “ice cream”. Which in most cases might not be the most desirable for your ad.

Of course, this does have it’s advantages as well. For example: you might wanna expand your reach for your iphone cases catalog. In that case, using a broad match can be ideal.

So depending on your needs and the desired ROI, decide how you wanna use this match type.

Additionally you can add a broad match to any other match type by typing the keyword like this: +keyword.

Phrase Match

Phrase match allows you to narrow it down a little bit by only displaying the ad when the phrase you’ve types is present in the search query.

They are denoted like this: “keyword phrase”

So if you enter “vanilla ice cream”, your ad will be displayed to the users who type searches like:

  • How to make vanilla ice cream
  • Is vanilla ice cream white
  • Why is vanilla ice cream not the best

Hence, it won’t be displayed for searches which don’t have the whole phrase “vanilla ice cream” present in them. So no impressions under:

Vanilla cream made of ice

Exact Match

As the name suggests, the ad is only displayed when the user types the exact keyword that we enter. So if we enter “buy iphone x case”. The ad will only be displayed under the searches “buy iphone x case” and “buy iphone x cases”.

Denoted by square brackets enclosing the keyword. Ex: [purple ice cream]

This is the most targeted you can get (which is pretty much the closest to your keyword!)

You would wanna start with adding all three match types within one Ad Group while running the ad. This way you can get highly targeted users from all types of searches, and then eventually refine and eliminate accordingly (and of course, Remarket)

So while creating your first Ad Group for iPhone X Case, you wanna type:

  • Iphone x case
  • “Iphone x case”
  • [iphone x case]

Negative Keywords

While running ads, you will encounter some search queries for which you don’t wanna be displayed on. There is no point in being displayed against the search query: “sell iphone x case” if you’re the one offering the case for sale.

These types of scenarios are where Negative Keywords come in handy.

These are written like: -keyword or added separately in the Ads Dashboard.

Google Ads Negative Keywords

The capability to add negative keywords is insanely useful for making sure you’re not wasting your money.

By controlling every type of keyword under which your ad gets displayed on, you can truly manage your Ad Spend and Returns like a boss!

Now that you’ve selected the correct keywords and bidding strategies, let’s get into the battle and make sure we’re hitting the competition where it hurts!

 

Chapter 6: Get More and Better Ideas By Analyzing Your Competition (and beating them!)

It’s no secret that Google Ads are insanely competitive. Every company and their mothers want to advertise on Google.

This doesn’t mean that you should look somewhere else and be afraid of the competition. Remember, that there is competition only because there are people converting through these ads like CRAZY.

Which means that for you to actually beat them, you need to be aware of their moves and outsmart them by outranking them.

In this chapter, we’ll take a look at how you can gain an almost unfair advantage over other advertisers in your space, in order for you to get the most out of your bids, keywords and ad copy.

Let’s dive right in.

How Much Of A Genius Are You?

Let’s start with a simple research process. Open Google and type in the keywords that you came up with in the previous chapter.

Notice on which keywords the competitors are advertising, and the ones on which they are not.

If they are not, then you’re either a genius and have stumbled upon a gold mine, or you’ve no idea what you’re doing and the competition is way smarter than you.

Either way, take a call. If you’re not too sure, then you can always test things out and then optimize from there, since you’ll only be charged when a user clicks on the ad.

Becoming A Spy

There are multiple 3rd Party Tools that allow you to literally spy on your competition and see the exact ads they are running. Tools like SpyFu, iSpionage and SEMRush all do the job fairly well.

I recommend you don’t overburden yourself with tools and only stick to one. SpyFu is the one I use the most and has worked well with a lot of other marketers as well. It allows you to see your competitor’s keywords and ad copies, along with their ad budget and CPCs.

If you want to see the landing pages, you can use iSpionage and literally get a view of the whole landing page.

On top of that, you can even look at the top keywords that you can bid on in your niche within SpyFu.

Dominate To Win

Once you’ve figured out the exact keywords, ad copy and the landing pages your competition is using, all you need to do is reverse engineer them using SpyFu and iSpionage and create an ad which is a little bit better (or even similar in some cases!).

Remember that these ads are active because they simply convert! So don’t worry too much about innovating in the beginning. Copy these ads and make them a little bit better. Once you’re making some money through these ads, you will have enough time and room to test stuff out.

Let’s say you’re selling purple bags.

Go to SpyFu and type in purple bags.

SpyFy Keyword Overview Example

Right here, you can get get basic idea of the searches, CPC, CTR and the number of advertisers bidding for this. Scroll down and you’ll get recommendations on what keywords you can bid on, and what other related keywords are out there on which advertisers are bidding.

Under Current Ads, you’ll be able to see the exact Ad Copy along with the advertisers.

SpyFu Current Ads Example

You can use this to quickly swipe off ads from your top competitors. Clicking on a particular ad will take you to an analysis of that particular advertiser, which will give you even more detail on what your competitors are advertising on.

Implemented with the right bidding strategy, this will give you the ability to literally steal customers from your competitors!

So now we’ve learned how to smarten up and dominate our competition even if we’re a beginner at this advertising game. We’ve seen what works and what doesn’t and we know what it takes to dominate the competition.

Now let’s move on to the final piece of the puzzle and make sure that the traffic that is sent via our Ads actually convert..

 

Chapter 7: Making sure your “home-base” is Optimized to Get The Max ROI from your Ads

In the previous chapters, we’ve went through everything you need to do to buy LOADS of high quality traffic.

But guess what? If the page you’re driving traffic to is shitty, you’re actively losing money with every single dollar you spend on your ads.

I’m sure some of you are thinking, “Why is there a chapter on Landing Pages in an article about ads?”

Remember when I talked about Quality Score in the beginning of this guide?

Well, your landing page has a HUGE impact on your Quality Score. And if you’ve made it this far, you clearly care about your Ad quality and your revenue.

In this chapter, we’ll go through a step-by-step process which you can use to ensure your landing pages are optimized to give you the highest ROI from your Ads.

Let’s jump right into it.

The Why And The How

Whatever type of Ad you’re running, you need a separate Landing Page for every ad. If you’re running an ad for “purple socks”, you need that ad to direct to a page selling “purple socks” only. Adding more options than needed only decreases conversions.

Your user clicked on the ad because he wanted to buy purple socks, why bother showing pink socks alongside and risk not selling anything? You’ll only end up confusing the user with too many options.

Stick to being highly specific and keep your quality score high.

If you bring 500 people to your page, and you get a 1% conversion rate on a $50 product. You’ll make $250.

Now what if you structured your copy a little bit better and increased the conversion to 2%? Yep, you literally made $500 from the exact same money spent on getting those people.

This is how huge of a difference your landing pages can make to your sales.

Now, there are multiple ways to make a landing page. You can either have them custom coded into your website, or use a tool like SendX’s Landing Page Builder to quickly make one.

Custom Coded Landing Pages

If you’re a tech person, or if you can grab hold of a developer, you can add a landing page to your website just like any other page on your website. These pages will be present along with your website, though you may choose to add a way to navigate to this page from other pages of your website. Make sure your website speed is up to the mark to get the maximum quality score. You can follow these speed optimization techniques by TheGuideX to increase the overall speed of your website.

I generally don’t recommend using this method. Because if you’re a marketer, you want to run constant Ad Experiments and the focus must be on speed. Getting a page custom coded simply to have it modified or removed a few days later (depending on your experiment) is simply not worth the effort.

Using A Third Party Landing Page Builder

There are lots of Landing Page Builders online that allow you to quickly create and host landing pages using their platform. The best part about them is that creating them is FAST and you can quickly modify and create new ones to conduct more experiments with your Google Ads.

You can quickly do this with SendX’s Landing Page Builder, or you can use other popular tools like ClickFunnels or LeadPages.

While these tools are not free, they are extremely handy for a marketer and are definitely worth the cost if you plan to take Advertising seriously.

Squeezing Out The ROI (Landing Page Creation Process)

Let’s get into the meaty stuff.

Creating the actual landing page which persuades the visitor to take certain action is no rocket science. It’s a simple step-by-step process.

While a high converting landing page, may shuffle around the order of the steps or even skip out on 1-2 of these. A typical landing page consists of the following elements:

  1. The Headline
  2. The Hero Shot
  3. The Benefits
  4. The Testimonials
  5. The Call to Action

5 Essential Elements of Landing Page Design

1. The Headline:

The headline is the first thing a visitor will read when he clicks on your ad. It has one job. To make the reader proceed with reading the rest of the landing page copy.

The secret to writing a converting headline is to not get attached to a headline that you created, and to keep the audience’s ultimate goal in mind. Don’t overthink it.

You might wanna add a subheading to “support” the headline and add an emphasis to the headline.

The following is the beginning of the landing page that we’re taken to when we click on the Google Ad for ClickFunnels.

ClickFunnels Primary Landing Page

As you can see, the landing page begins with a headline that directly talks to the people with the ultimate goal of selling products online. And then emphasizes on that headline with a subhead which eliminates a major objection for their target market.

2. The Hero Shot

We humans are visual creatures. The presence of visual makes us understand and trust something better. Imagine if the above landing page didn’t have Russell Brunson’s video.

Would you trust that this is a legit product at first glance? I most certainly wouldn’t.

The hero shot sets the mood and gives context to your headline. I most definitely wouldn’t trust it if a landing page selling purple socks showed me a photo of a guy wearing purple cap.

3. The Benefits

We all know that we need to focus on the benefits. But here, things are a little different. Depending on the type of product and the action you want the user to take, the way you present the benefits differ.

Let’s say you run a Google Ad campaign for a Free eBook, which is given as a lead magnet. I’m pretty sure your ideal customer wouldn’t spend too much time thinking and reading about the ebook before giving his email and downloading it. He’s not paying anything for it after all.

For such a product, the landing page can only contain 2-3 benefits or just a small paragraph which presents the benefits.

Whereas if you’re advertising a $47 cup, you probably want to spend a little bit more time and effort in spelling out the benefits. I recommend straight up shooting a Sales Video in this case, to really shoot up your conversion rates.

4. The Testimonials

We’ve all been there. Whenever we buy a something from Amazon, we tend to check the reviews most of the time.

That’s because we don’t trust the product descriptions and the sales copy written.

So why should your audience feel any different when you are selling something?

That’s why getting GENUINE customer reviews and testimonials are so essential. Seeing reviews of other people who are not associated with the business, enhances trust in the prospects about our product.

Make sure you actually put time into getting quality testimonials from your customers. Trust me, if your product is genuinely good, they would love to give a short testimonial for it. Video testimonials with actual customers (not actors) tend to work best as they are the most relatable. But getting simple text based testimonials with a single image can work great too (depending on the nature of the product).

5. The Call to Action

The CTA is where you actually make the close and ask for the sale. While this might look like a very simple task, a lot of marketers lose a lot of potential sales because they’re too afraid to ask for the sale and make a compelling CTA.

Whether the CTA is a “Download” or “Add to cart” or “Submit Email”, make sure the CTA button is present multiple times in the landing page. One right below the headline and hero shot. And others between and below the benefits.

While asking for the close, make sure you make a compelling offer and offer bonuses whenever possible and make the offer enticing in order to make it “irresistible”.

Lastly, the color. It must stand out from the rest of the page. This will allow it to be easily spotted by the reader and make it super convenient for him to take action.

Whatever you do, make sure you always keep testing different copies with different ads and don’t get too comfortable when you find a winning ad. Remember, your competition can always see your ads and landing pages and outperform you.

When you’re done with the landing page, make sure you capture the contact information on the landing page and begin your email marketing and Web Push campaign right after that. Simply sending the right emails to the right person can make your Google Ads MUCH more valuable for your business.

This is especially important if you’re running an eCommerce business. Because chances are, 7 out of 10 people who visit through the ad, will end up abandoning your cart.

Choose one template from the planet’s biggest email template collection and get started!

Now that we know how to drive traffic through ads and then actually convert that traffic profitably, we’re finally ready to get set and launch our ads!

Let’s apply the finishing touches and finish setting up our campaign.

 

Chapter 8: Getting fully locked and loaded with your Google Ad Campaign

Finally it’s time to get into the meaty stuff. With all the tools that we’ve equipped ourselves with in the previous chapters, let’s setup our campaign to drive traffic to the landing page.

You wanna be very methodical while doing this as setting up a campaign the wrong way can lead to loads of wasted money and lost sales.

Thankfully, I’ve laid it all down below in a step-by-step fashion.

Simply follow along and get started with your ad.

Step 1: Select Your Campaign Goal

The first thing that Google asks while doing your Ads, is to select your Campaign Goal.

Unless you have a specific need to promote a blog post or building awareness, I recommend choosing Sales or Leads.

Sales should be the goal for most businesses. Leads is ideal for local businesses and consultancies.

Google Ads Campaign Goal

For now, let’s proceed by choosing Sales.

Step 2: Choose The Campaign Type

Next, you’ll get the option to choose between the different types of campaigns that Google recommends with the Campaign Goal Sales. SearchDisplay or Shopping.

Google Ads Campaign Type

Click on Search and proceed forward.

Depending on the type of your business, you can choose the main method you’ll be making sales. You can choose multiple if you want.

Google Ads Goals

Click on Website visits, enter your website URL and Continue.

Step 3: Choose General Settings

Give your campaign an appropriate name. And uncheck the box next to Google Display Network. This is because we’re currently focusing on Search only. After you’ve got some results with that, feel free to expand to the GDN.

Google Ads Campaign Name and Networks

Right below that you will get the option to enable Google’s Dynamic Search Ads. These will basically modify your ad headline automatically, based on what the user searched. And the ad will be displayed automatically on searches based on the content of your website.

This nifty feature can come in really handy at times when you’re not sure what to do. But the reason I don’t recommend that you use this feature for now is because you lose control of your ads to a large extent. Which is something you should always avoid unless given a strong reason for the same.

Google Ads Dynamic Search

Step 4: Select Your Targeting And Audiences

Next up, you get to choose the location you want to target with your ads. If your business sells mainly to the US, then there’s no reason to target Europe. Because even if you do get clicks, you won’t get your ideal customers.

Google Ads Location Targeting

Click on Location options and select People in your targeted locations.

Next up, select the language spoken by your customers. In this case, we’ll select English.

Select the language for targeting audiences

Don’t select anything under audiences as those options are only useful when remarketing or running ads across GDN or YouTube.

Step 5: Define The Budget And Bidding

This is where Google allows you to define the daily budget. Go back to the competitor research you did and see the average bid your competitors are getting results on. You want to bid a little bit higher than that.

Or you can just get started with a $10/day budget and modify it as you go along.

Google Ads Budget and Bidding

The Bidding section allows you to select the focus of your campaign. And a target CPA. Clicking on Select a bid strategy directly will allow you to choose from the multiple bidding strategies we talked about in the chapter on Bidding Strategies.

Since we’re focusing on Sales in this campaign, just choose Conversions and proceed.

Step 6: Setup The Ad Groups

A typical Google Ad account is structured like this:

Google Ad Structure

Source: https://support.google.com/google-ads/answer/1704396?hl=en

The steps we’ve taken so far have been to setup the campaign. Now we move on to setup the ad group. This ad group can have multiple ads.

Keep the Ad group type as Standard. Begin by giving a name to the Ad Group.

In the box below, enter the keywords you want to run the ad on. Make sure you ignore the Keyword Ideas suggested by Google on the right.

Google Ads Ad Group Keyword

There are many ways you can setup the ad groups inside the campaign. You can choose to put a single keyword inside an ad group to micromanage the ads. Or you can choose to have one ad group for a particular match type.

To begin with, it’s best to have one ad group for one product or service. And enter the multiple match types inside that. This allows you to run multiple ads for multiple products and modify according to the results quickly.

Press Save and Continue when you’re done with the Ad Groups.

Step 7: Creating The Ads

The number one tip I’d like to give you while creating your ad (especially if you aren’t a PPC Rockstar yet) is to don’t try to be too original or clever with your ad.

Like I talked during the chapter on Competition Domination, you want to mimic your competitors’ successful ads and put your own twist on them to make it better.

Trust me, I know how tempting it can be to create something unique. But you need to know that you competitor’s ads are working for a reason. You need to capitalize on that and make the most ROI. You can always experiment later when you’ve mastered the ins and outs of Google Ads.

Click on New Ad and begin creating your ad (after analyzing your competition properly)

Google Ads Text Ad

  • The Final URL is where you enter the actual URL where you want the ad to take your user to.
  • In Headline 1Headline 2 and Headline 3, enter a suitable headline for the ad. Make sure you include your target keyword in it to maintain a good quality score.
  • Under Display Path, write the URL you want to be displayed on your ad. Include the keyword in here as well. Be precise with this URL.
  • In Description 1, Write a POWERFUL hook for your product. Take a look at your competitors’ ads to get inspiration for this.
  • Description 2 should have a powerful CTA which asks the user to take action.

Google Ads Text Ad Example with a CTA

Click on Done and press Save and Continue.

This will take you to a Confirmation Screen, where you simply need to click Continue to Campaign.

Now you can go to your campaign screen and see your campaign.

Yep. You’re done with your very own Google Ad. Give yourself a pat on the back. You’ve made it this far into the guide and you’ve actually taken action to better your skills and your business.

Handing it over to you

I hope this ultimate guide helped you to get a solid understanding of Google Ads, and gave you the confidence to run Ad Campaigns with ease.

Now I’d like to hear from you.

Which chapter of this guide did you find the most helpful?

Or maybe you have a strategy to share that will help other readers.
Let me know by leaving a comment below.

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