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Module: 1. AAU Agency/Module 2 - Set Up Your Agency 7
Lesson: 6. The Different Types of Google Ads
Duration: 05:05
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[00:00 -> 00:06] Okay, so this is going to be walking you through the different types of Google ads that are available.
[00:06 -> 00:11] So we went to Google and just typed in a random search just like let's say for a plumber.
[00:11 -> 00:16] Right here, what you are seeing are what are called Google guaranteed ads.
[00:16 -> 00:23] These ads are provided to service providers that basically they will pay so much per lead
[00:23 -> 00:26] and some industries have these, some don't.
[00:26 -> 00:29] Some areas have these, some don't.
[00:29 -> 00:33] And what we have found in the past is that you can't really determine when they're going to come out
[00:33 -> 00:38] for an area or for an industry or when they're going to disappear because we have seen these in the past
[00:38 -> 00:42] being run and all of a sudden Google will take them away.
[00:42 -> 00:46] Also, the other thing about these Google guaranteed ads, if you have clients or if you're wondering
[00:46 -> 00:50] about them yourself, we've heard from a number of clients who have run these and the reason
[00:50 -> 00:55] why we never got into them to offering them to our clients is because they all tell us the same thing.
[00:55 -> 01:01] They seem to work very well initially for the first month or two and then they kind of taper off
[01:01 -> 01:04] and then they don't perform nearly as well after that.
[01:04 -> 01:06] But these are what are called Google guaranteed.
[01:06 -> 01:11] You will typically see these for service businesses when you do a search for something like that.
[01:11 -> 01:13] Next, we have our search ads.
[01:13 -> 01:18] These are what we're going to be dealing with and they're all marked with this little ad text
[01:18 -> 01:19] just like this.
[01:19 -> 01:21] You will see them at the top.
[01:21 -> 01:23] Sometimes you'll see them at the bottom.
[01:23 -> 01:25] Sometimes you'll see them both.
[01:25 -> 01:26] Sometimes you will just see them at the bottom.
[01:26 -> 01:28] It just depends on the search.
[01:28 -> 01:32] Now another name for these are pay per click ads.
[01:32 -> 01:34] Right now these ads are free to have here.
[01:34 -> 01:39] But if somebody clicks one of these, if I was happened to click this, it's going to charge that company.
[01:39 -> 01:41] Now that cost could be five bucks.
[01:41 -> 01:42] It could be 10.
[01:42 -> 01:47] We've worked on campaigns with cost per clicks of up to $50 and you might think, well,
[01:47 -> 01:49] oh my God, why would anybody pay for that?
[01:49 -> 01:53] Well, because if I need a plumber and I go to Google and I type in plumber,
[01:53 -> 01:56] I'm looking for a business to help me with some plumbing.
[01:56 -> 02:00] This business is putting their ads in front of me right when I'm looking for them.
[02:00 -> 02:05] So it's a very, very targeted search and they're willing to pay more for that search.
[02:05 -> 02:11] Now the cost of these will determine number one, the competition, how much competition is out there
[02:11 -> 02:12] bidding against them.
[02:12 -> 02:18] Also, the cost per click will vary based on location, time of day, the industry that they're in,
[02:18 -> 02:23] how the ad is crafted, what's happening when somebody clicks this ad.
[02:23 -> 02:25] Are they taken to somewhere where they take action?
[02:25 -> 02:27] There are a number of factors.
[02:27 -> 02:31] Google does not give all of them to us, but we do know that the better you set these up,
[02:31 -> 02:35] the cheaper cost per click you're going to get down here.
[02:35 -> 02:39] You've got what are called your Google business listings or Google My Business
[02:39 -> 02:41] or I think they're renaming a Google profile.
[02:41 -> 02:45] Some people will refer to these as the maps listing or the big three.
[02:45 -> 02:48] This is all done with your Google My Business listing.
[02:48 -> 02:51] We're not going to touch on this because these are free.
[02:51 -> 02:56] You set up your Google My Business listing, you optimize it and Google will determine
[02:56 -> 02:58] what order you're going to come up in.
[02:58 -> 03:01] When somebody clicks one of these ads, they are free.
[03:01 -> 03:05] And down below here, you have what are called your organic rankings and search engine optimization
[03:05 -> 03:11] will help your business or your articles or whatever come up here.
[03:11 -> 03:15] Now there's other ads that are called display ads and you'll see these display ads,
[03:15 -> 03:20] like for example, right here in ESPN, you can see a click funnels ad.
[03:20 -> 03:25] Now I happen to be on click funnels earlier, which is why they're showing me this ad.
[03:25 -> 03:29] It's called retargeting and you can see another ad here for another company.
[03:29 -> 03:35] Now these are much cheaper to run and you can do what's called retargeting where you can retarget
[03:35 -> 03:41] clients who have already clicked on your website and may be seen as specific article or video or something.
[03:41 -> 03:43] Then you can show them an appropriate ad.
[03:43 -> 03:47] These are very cheap to put out there, but you can't control where they're going to show.
[03:47 -> 03:52] These are being shown on what's called the Google display network, which is a piece of code
[03:52 -> 03:54] on hundreds of thousands of websites.
[03:54 -> 03:58] And basically they're saying, hey, we're willing to pay for Mike.
[03:58 -> 04:00] He went to click funnels.
[04:00 -> 04:05] We want to show him this ad and another website that I went to because I know they show a lot of display ads.
[04:05 -> 04:07] I went to CNN and guess what?
[04:07 -> 04:10] I'm seeing a different click funnels ad and guess what?
[04:10 -> 04:11] Here's another one.
[04:11 -> 04:14] If we scroll down, you can see this is paid content.
[04:15 -> 04:19] This is through a different company, but here is another click funnels ad.
[04:20 -> 04:26] I guess they really, really want me to join even though I'm already a customer, but you will see these ads all over the Internet.
[04:26 -> 04:29] Now display ads are cheaper to run than search ads.
[04:29 -> 04:34] However, they're not as targeted and the conversion rates tend to be much lower.
[04:34 -> 04:38] Another type of ad you might see are what are called Google shopping ads.
[04:38 -> 04:44] Now I did a search for men's jeans and these are image ads that come up over here.
[04:44 -> 04:46] Sometimes you will see them come across the top.
[04:46 -> 04:49] These are typically run for e-commerce companies.
[04:49 -> 04:56] And if I click on this, it will charge this company and it will take me right to the website where I can make that purchase.
[04:56 -> 05:03] Now what we're going to be targeting is the most effective, which are the Google search ads, which are these right here.
[05:03 -> 05:05] Okay, let's see in the next video.

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--- FULL TRANSCRIPT ---
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Okay, so this is going to be walking you through the different types of Google ads that are available. So we went to Google and just typed in a random search just like let's say for a plumber. Right here, what you are seeing are what are called Google guaranteed ads. These ads are provided to service providers that basically they will pay so much per lead and some industries have these, some don't. Some areas have these, some don't. And what we have found in the past is that you can't really determine when they're going to come out for an area or for an industry or when they're going to disappear because we have seen these in the past being run and all of a sudden Google will take them away. Also, the other thing about these Google guaranteed ads, if you have clients or if you're wondering about them yourself, we've heard from a number of clients who have run these and the reason why we never got into them to offering them to our clients is because they all tell us the same thing. They seem to work very well initially for the first month or two and then they kind of taper off and then they don't perform nearly as well after that. But these are what are called Google guaranteed. You will typically see these for service businesses when you do a search for something like that. Next, we have our search ads. These are what we're going to be dealing with and they're all marked with this little ad text just like this. You will see them at the top. Sometimes you'll see them at the bottom. Sometimes you'll see them both. Sometimes you will just see them at the bottom. It just depends on the search. Now another name for these are pay per click ads. Right now these ads are free to have here. But if somebody clicks one of these, if I was happened to click this, it's going to charge that company. Now that cost could be five bucks. It could be 10. We've worked on campaigns with cost per clicks of up to $50 and you might think, well, oh my God, why would anybody pay for that? Well, because if I need a plumber and I go to Google and I type in plumber, I'm looking for a business to help me with some plumbing. This business is putting their ads in front of me right when I'm looking for them. So it's a very, very targeted search and they're willing to pay more for that search. Now the cost of these will determine number one, the competition, how much competition is out there bidding against them. Also, the cost per click will vary based on location, time of day, the industry that they're in, how the ad is crafted, what's happening when somebody clicks this ad. Are they taken to somewhere where they take action? There are a number of factors. Google does not give all of them to us, but we do know that the better you set these up, the cheaper cost per click you're going to get down here. You've got what are called your Google business listings or Google My Business or I think they're renaming a Google profile. Some people will refer to these as the maps listing or the big three. This is all done with your Google My Business listing. We're not going to touch on this because these are free. You set up your Google My Business listing, you optimize it and Google will determine what order you're going to come up in. When somebody clicks one of these ads, they are free. And down below here, you have what are called your organic rankings and search engine optimization will help your business or your articles or whatever come up here. Now there's other ads that are called display ads and you'll see these display ads, like for example, right here in ESPN, you can see a click funnels ad. Now I happen to be on click funnels earlier, which is why they're showing me this ad. It's called retargeting and you can see another ad here for another company. Now these are much cheaper to run and you can do what's called retargeting where you can retarget clients who have already clicked on your website and may be seen as specific article or video or something. Then you can show them an appropriate ad. These are very cheap to put out there, but you can't control where they're going to show. These are being shown on what's called the Google display network, which is a piece of code on hundreds of thousands of websites. And basically they're saying, hey, we're willing to pay for Mike. He went to click funnels. We want to show him this ad and another website that I went to because I know they show a lot of display ads. I went to CNN and guess what? I'm seeing a different click funnels ad and guess what? Here's another one. If we scroll down, you can see this is paid content. This is through a different company, but here is another click funnels ad. I guess they really, really want me to join even though I'm already a customer, but you will see these ads all over the Internet. Now display ads are cheaper to run than search ads. However, they're not as targeted and the conversion rates tend to be much lower. Another type of ad you might see are what are called Google shopping ads. Now I did a search for men's jeans and these are image ads that come up over here. Sometimes you will see them come across the top. These are typically run for e-commerce companies. And if I click on this, it will charge this company and it will take me right to the website where I can make that purchase. Now what we're going to be targeting is the most effective, which are the Google search ads, which are these right here. Okay, let's see in the next video.

