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Course Module: 1. AAU Agency/Module 4 - The Tools 7
Lesson: 3. ABCs of Google Ads Google Ads Intro
Duration: 11:59
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[00:00 -> 00:04] All right, so in this lesson, we're going to go over kind of the ABCs of Google ads.
[00:04 -> 00:12] I am going to give you basically the basic account structure, what that looks like, and some terminology
[00:12 -> 00:17] and introduction to it. This is kind of what you're going to need to know, especially you're going
[00:17 -> 00:23] to get some of these questions from clients you are going to need to have this basic understanding
[00:23 -> 00:29] of what's going on. You will get more of this later, but just going into it, I feel like there,
[00:29 -> 00:35] this is a good place to start not to overwhelm you, but to give you that basic understanding.
[00:36 -> 00:41] So inside of your Google account, we are just going to literally put that we are going to put
[00:41 -> 00:47] account. All right, this is going to be kind of a high level overview of exactly what you are looking
[00:47 -> 00:55] at. Inside of the account, you are going to have what's called a campaign. Now, inside of that
[00:55 -> 01:04] campaign, you are going to have what are called ad groups. And inside each one of these ad groups,
[01:04 -> 01:13] you are going to have keywords. And each one of these keywords inside those ad groups are going to
[01:13 -> 01:21] be pointed towards your ad. All right, so the way that this works is you are going to set up a Google
[01:21 -> 01:28] ad account for your client, or they may already have an account. The account is literally just the
[01:28 -> 01:34] way of it's kind of the file cabinet, you are setting up the file cabinet. And that is you're
[01:34 -> 01:40] going to set up the payment. That's all it is it just holds everything. Inside that account,
[01:40 -> 01:46] there is what is called a campaign. Now, for most of you, your first ones, especially when you're
[01:46 -> 01:52] getting started, you're going to have one campaign only. Now, the reason why you would have multiple
[01:52 -> 01:58] campaigns is if you're spending a lot of money, you are going to want to split up your campaigns,
[01:58 -> 02:08] because the client might say, I want 30% of my budget spent on this group, and I want 70% spent on
[02:08 -> 02:14] that group, then you would need to have separate campaigns. But for the most part, you are just going
[02:14 -> 02:19] to have one campaign. And for the sake of explanation here, that's exactly what we're going to deal with.
[02:20 -> 02:27] Now, inside that campaign, you have got what are called ad groups. Now, you see a few of them here,
[02:28 -> 02:34] you might have a few, you might have a lot. And what I mean by a lot is really just depends on the
[02:34 -> 02:40] complexity of the campaign. And I'll give you some examples here in just a moment. Now, inside those
[02:40 -> 02:46] ad groups, you are going to have these keywords, right? And there could be a bunch of them. There
[02:46 -> 02:52] could be, you know, 10 of them, there could be 100, there could be a 1000. It really just depends on the
[02:52 -> 02:58] complexity of the campaign. For most of you, most of your service businesses, you're probably going to
[02:58 -> 03:05] have 100 keywords or less. And 100 would probably be pushing it. We'll get more into that when we
[03:05 -> 03:14] talk about semi-amp campaigns. Now those keywords, those keywords will point towards the ads. Okay,
[03:14 -> 03:20] and let's give you a quick example of exactly how all this works. So let's set up a campaign for a
[03:20 -> 03:27] floor refinishing company. Now, a floor refinishing company may have a number of different services.
[03:27 -> 03:32] So there might be this many ad groups, there might be fewer, there might be more. But I happen to know
[03:32 -> 03:41] that some of them could be just somebody who's looking up floor refinishing, okay? Someone who,
[03:41 -> 03:48] one of their services might be floor repair, wood floor repair. Some of it might be sandless
[03:48 -> 03:58] floor refinishing. And another ad group might be floor installation, wood floor install. All right,
[03:58 -> 04:04] so what these are, these are basically groups. Just think of them as just groups of different
[04:04 -> 04:11] services. Okay, so in the floor refinishing, under keywords, they might have a keyword like
[04:11 -> 04:16] floor refinishing. Another one might be floor refinishing service, floor refinishing company,
[04:17 -> 04:24] floor refinishing near me, you get the idea. The same thing for wood floor repair, wood floor repair,
[04:24 -> 04:32] wood floor repair service, wood floor repair company, wood floor repair near me. Same thing for
[04:32 -> 04:38] sandless floor refinishing. Okay, now you may have four or five keywords, you may have 10 or 12.
[04:39 -> 04:44] We suggest typically just a rule of thumb as you probably don't want any more than 15
[04:44 -> 04:49] keywords in an ad group. Now, the way that this works is you want all of the keywords to
[04:50 -> 04:58] basically describe this service. I don't want wood floor repair keywords under wood floor refinishing.
[04:58 -> 05:05] Okay, I only want them that are very tightly knit to this ad group. I don't want to talk about
[05:05 -> 05:11] installation in the refinishing ad group. And here's why, because when you write your ads,
[05:12 -> 05:20] your ads are going to encompass all of this. Okay, so your ads are going to talk about wood floor
[05:20 -> 05:27] refinishing. If somebody types in floor refinishing company, you want an ad that talks about floor
[05:27 -> 05:33] refinishing company to come up. You do not want an ad to come up that talks about wood floor repair.
[05:33 -> 05:41] So this is just kind of the hierarchy of how it works. So here we are inside a Google ads account.
[05:41 -> 05:46] And this is obviously a live account. Now, don't worry about any of these limited things or anything
[05:46 -> 05:53] that you see right now. What I want you to concentrate on is more about the columns and the terminology.
[05:53 -> 05:59] So what we're going to be concentrating on is all right here. All right, we're just going to look at
[05:59 -> 06:08] the top one at selected keywords. Okay. So what we see is we see a budget, this campaign can spend
[06:08 -> 06:16] up to $40 a day. All right. And impression. This is how often your ad has shown. So what exactly
[06:16 -> 06:23] does that mean? So if I go to Google and I type in pest control, this is an impression, because
[06:23 -> 06:29] the ad is showing. All right. Each one of these companies right now is getting an impression.
[06:30 -> 06:37] But this is also an impression down at the bottom of the page, you will typically find some more ads.
[06:37 -> 06:44] Okay. This is still an impression. Even though somebody who got to this page may never have
[06:44 -> 06:49] scrolled down, it whether it's still telling you is that it's still telling you that it showed up.
[06:49 -> 06:56] It just showed up further down the page. That is an impression. Now, if I click on one of these,
[06:56 -> 07:01] it's going to charge that company money. So I'm not going to do that. But if you click on one of
[07:01 -> 07:06] these, that's obviously a click. Now, let's go to click through rate. Now your click through
[07:06 -> 07:13] rate is how often an ad is clicked divided by how many impressions it's got. So in this case,
[07:13 -> 07:25] we would take 123 divided by 5806. And you get 2.12% right here. Now the average cost per click.
[07:25 -> 07:32] That is essentially the average amount it's costing per click for this campaign.
[07:32 -> 07:41] So some of these keywords could be literally costing $15. Some could be costing four. This is an average
[07:41 -> 07:48] cost per click. This is determined by a number of factors that have to do with location, competition,
[07:48 -> 07:53] like how much competition there is out there. Very expensive services. This cost per click will
[07:54 -> 07:59] also go up. But there are a number of factors. And don't let these numbers, you know, nine, 10,
[07:59 -> 08:05] 11, $12 a click get you nervous. There are ways to get those down. And there's sometimes when
[08:05 -> 08:11] it's going to be that expensive. But what you have to remember is people are literally looking
[08:11 -> 08:17] for this service. So we're paying to put this service in front of them. And when they get clicked,
[08:17 -> 08:24] that's eyeballs, right? That's a very highly, highly targeted eyeballs. So cost, that is all of
[08:24 -> 08:35] the clicks accrued during this timeframe. So this campaign has actually spent $1,200 over that 30
[08:35 -> 08:43] day period conversions. This is how many conversions, how many leads the campaign has gotten. Don't let
[08:43 -> 08:49] this scare you. There's something broken on this campaign. We have a we have a ticket in for it.
[08:49 -> 08:56] It's not recording all of the conversions. Okay. So they do not pay $278 for a conversion.
[08:57 -> 09:06] In fact, this actual campaign, the cost per conversion was actually closer to $60, not 270. Okay.
[09:06 -> 09:10] Don't let that make you nervous. There's a problem that we ran into here.
[09:10 -> 09:16] So as far as conversion rates, which is right here, that means the number of conversions
[09:16 -> 09:24] divided by the number of clicks. So you're taking four divided by 123, which gets you 3.25%.
[09:25 -> 09:32] Then search impression share, that is how often your ads are coming up versus how often they're
[09:32 -> 09:39] eligible to come up. So Google is basically saying that these ads are only showing 50% of the time.
[09:40 -> 09:45] This needs to be higher. And I wanted to show you this campaign because what's great is that
[09:45 -> 09:51] right here on one screen, we can see a number of different things. So we see a click through rate.
[09:51 -> 09:58] That click through rate right now is low. That should be closer to four, if not 6%. For a brand new
[09:58 -> 10:05] campaign, we want it to be at least four. That's what we shoot for. A lot of people will shoot for
[10:06 -> 10:13] 3%. I know that doesn't sound like a lot. 3% of the time, it's getting clicked on versus when it's
[10:13 -> 10:19] shown. But actually, the industry average is actually, I think, a little bit less than three.
[10:19 -> 10:24] That's why I particularly shoot for four. So this click through rate is low. So that's one thing we
[10:24 -> 10:29] can see. Another thing we can see is that this average cost per click is a little bit high.
[10:30 -> 10:34] For this industry, you'll learn this as you go. But that's a little bit high. We'd like to get that
[10:34 -> 10:39] down. Conversions, we notice there's only four conversions showing up, but we also know because
[10:39 -> 10:45] of phone call tracking that there were a lot more conversions in this. So we know something was broken.
[10:45 -> 10:51] Okay. So that will throw the cost per conversion off that will throw the conversion rate off.
[10:51 -> 10:56] And another thing that we're seeing is the search impression share. This ad needs to be showing a
[10:56 -> 11:03] lot more. Okay. So this one screen, I know it's a lot. I know I'm throwing a lot at you. But that's
[11:03 -> 11:10] what it's designed to do. I want to show you that you can get a ton of information just by
[11:11 -> 11:18] this one screen. You can get the, you can take a snapshot of the overall health of the account.
[11:18 -> 11:22] And don't look at all this stuff and worry about all these charts and everything. Okay.
[11:22 -> 11:28] Because this is really all we care about right now. And if you are outsourcing it,
[11:28 -> 11:31] these are the kinds of numbers that you're going to have to look at, but you're not going to have to
[11:31 -> 11:38] look at much more. If you're doing it yourself, I will show you how to fix each one of those. Okay.
[11:38 -> 11:44] But for the time being, all you need to worry about is I wanted to give you kind of an overview.
[11:44 -> 11:49] What we're looking at, I don't want to freak you out because this is really not that difficult when
[11:49 -> 11:54] you get into it. And I'll try to really break it down for you. And so that's why this is just kind
[11:54 -> 12:04] of a very quick Google ads tutorial and overview. See you in the next video.

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--- FULL TRANSCRIPT ---
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All right, so in this lesson, we're going to go over kind of the ABCs of Google ads. I am going to give you basically the basic account structure, what that looks like, and some terminology and introduction to it. This is kind of what you're going to need to know, especially you're going to get some of these questions from clients you are going to need to have this basic understanding of what's going on. You will get more of this later, but just going into it, I feel like there, this is a good place to start not to overwhelm you, but to give you that basic understanding. So inside of your Google account, we are just going to literally put that we are going to put account. All right, this is going to be kind of a high level overview of exactly what you are looking at. Inside of the account, you are going to have what's called a campaign. Now, inside of that campaign, you are going to have what are called ad groups. And inside each one of these ad groups, you are going to have keywords. And each one of these keywords inside those ad groups are going to be pointed towards your ad. All right, so the way that this works is you are going to set up a Google ad account for your client, or they may already have an account. The account is literally just the way of it's kind of the file cabinet, you are setting up the file cabinet. And that is you're going to set up the payment. That's all it is it just holds everything. Inside that account, there is what is called a campaign. Now, for most of you, your first ones, especially when you're getting started, you're going to have one campaign only. Now, the reason why you would have multiple campaigns is if you're spending a lot of money, you are going to want to split up your campaigns, because the client might say, I want 30% of my budget spent on this group, and I want 70% spent on that group, then you would need to have separate campaigns. But for the most part, you are just going to have one campaign. And for the sake of explanation here, that's exactly what we're going to deal with. Now, inside that campaign, you have got what are called ad groups. Now, you see a few of them here, you might have a few, you might have a lot. And what I mean by a lot is really just depends on the complexity of the campaign. And I'll give you some examples here in just a moment. Now, inside those ad groups, you are going to have these keywords, right? And there could be a bunch of them. There could be, you know, 10 of them, there could be 100, there could be a 1000. It really just depends on the complexity of the campaign. For most of you, most of your service businesses, you're probably going to have 100 keywords or less. And 100 would probably be pushing it. We'll get more into that when we talk about semi-amp campaigns. Now those keywords, those keywords will point towards the ads. Okay, and let's give you a quick example of exactly how all this works. So let's set up a campaign for a floor refinishing company. Now, a floor refinishing company may have a number of different services. So there might be this many ad groups, there might be fewer, there might be more. But I happen to know that some of them could be just somebody who's looking up floor refinishing, okay? Someone who, one of their services might be floor repair, wood floor repair. Some of it might be sandless floor refinishing. And another ad group might be floor installation, wood floor install. All right, so what these are, these are basically groups. Just think of them as just groups of different services. Okay, so in the floor refinishing, under keywords, they might have a keyword like floor refinishing. Another one might be floor refinishing service, floor refinishing company, floor refinishing near me, you get the idea. The same thing for wood floor repair, wood floor repair, wood floor repair service, wood floor repair company, wood floor repair near me. Same thing for sandless floor refinishing. Okay, now you may have four or five keywords, you may have 10 or 12. We suggest typically just a rule of thumb as you probably don't want any more than 15 keywords in an ad group. Now, the way that this works is you want all of the keywords to basically describe this service. I don't want wood floor repair keywords under wood floor refinishing. Okay, I only want them that are very tightly knit to this ad group. I don't want to talk about installation in the refinishing ad group. And here's why, because when you write your ads, your ads are going to encompass all of this. Okay, so your ads are going to talk about wood floor refinishing. If somebody types in floor refinishing company, you want an ad that talks about floor refinishing company to come up. You do not want an ad to come up that talks about wood floor repair. So this is just kind of the hierarchy of how it works. So here we are inside a Google ads account. And this is obviously a live account. Now, don't worry about any of these limited things or anything that you see right now. What I want you to concentrate on is more about the columns and the terminology. So what we're going to be concentrating on is all right here. All right, we're just going to look at the top one at selected keywords. Okay. So what we see is we see a budget, this campaign can spend up to $40 a day. All right. And impression. This is how often your ad has shown. So what exactly does that mean? So if I go to Google and I type in pest control, this is an impression, because the ad is showing. All right. Each one of these companies right now is getting an impression. But this is also an impression down at the bottom of the page, you will typically find some more ads. Okay. This is still an impression. Even though somebody who got to this page may never have scrolled down, it whether it's still telling you is that it's still telling you that it showed up. It just showed up further down the page. That is an impression. Now, if I click on one of these, it's going to charge that company money. So I'm not going to do that. But if you click on one of these, that's obviously a click. Now, let's go to click through rate. Now your click through rate is how often an ad is clicked divided by how many impressions it's got. So in this case, we would take 123 divided by 5806. And you get 2.12% right here. Now the average cost per click. That is essentially the average amount it's costing per click for this campaign. So some of these keywords could be literally costing $15. Some could be costing four. This is an average cost per click. This is determined by a number of factors that have to do with location, competition, like how much competition there is out there. Very expensive services. This cost per click will also go up. But there are a number of factors. And don't let these numbers, you know, nine, 10, 11, $12 a click get you nervous. There are ways to get those down. And there's sometimes when it's going to be that expensive. But what you have to remember is people are literally looking for this service. So we're paying to put this service in front of them. And when they get clicked, that's eyeballs, right? That's a very highly, highly targeted eyeballs. So cost, that is all of the clicks accrued during this timeframe. So this campaign has actually spent $1,200 over that 30 day period conversions. This is how many conversions, how many leads the campaign has gotten. Don't let this scare you. There's something broken on this campaign. We have a we have a ticket in for it. It's not recording all of the conversions. Okay. So they do not pay $278 for a conversion. In fact, this actual campaign, the cost per conversion was actually closer to $60, not 270. Okay. Don't let that make you nervous. There's a problem that we ran into here. So as far as conversion rates, which is right here, that means the number of conversions divided by the number of clicks. So you're taking four divided by 123, which gets you 3.25%. Then search impression share, that is how often your ads are coming up versus how often they're eligible to come up. So Google is basically saying that these ads are only showing 50% of the time. This needs to be higher. And I wanted to show you this campaign because what's great is that right here on one screen, we can see a number of different things. So we see a click through rate. That click through rate right now is low. That should be closer to four, if not 6%. For a brand new campaign, we want it to be at least four. That's what we shoot for. A lot of people will shoot for 3%. I know that doesn't sound like a lot. 3% of the time, it's getting clicked on versus when it's shown. But actually, the industry average is actually, I think, a little bit less than three. That's why I particularly shoot for four. So this click through rate is low. So that's one thing we can see. Another thing we can see is that this average cost per click is a little bit high. For this industry, you'll learn this as you go. But that's a little bit high. We'd like to get that down. Conversions, we notice there's only four conversions showing up, but we also know because of phone call tracking that there were a lot more conversions in this. So we know something was broken. Okay. So that will throw the cost per conversion off that will throw the conversion rate off. And another thing that we're seeing is the search impression share. This ad needs to be showing a lot more. Okay. So this one screen, I know it's a lot. I know I'm throwing a lot at you. But that's what it's designed to do. I want to show you that you can get a ton of information just by this one screen. You can get the, you can take a snapshot of the overall health of the account. And don't look at all this stuff and worry about all these charts and everything. Okay. Because this is really all we care about right now. And if you are outsourcing it, these are the kinds of numbers that you're going to have to look at, but you're not going to have to look at much more. If you're doing it yourself, I will show you how to fix each one of those. Okay. But for the time being, all you need to worry about is I wanted to give you kind of an overview. What we're looking at, I don't want to freak you out because this is really not that difficult when you get into it. And I'll try to really break it down for you. And so that's why this is just kind of a very quick Google ads tutorial and overview. See you in the next video.

