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[MUSIC PLAYING] It's time to create your search ads. In this lesson, I'm going to teach you how to find the right audience for your products, choose your ad creative, set a budget and start running those ads. Remember, if you're short on time, Google smart shopping ads can automate all of this for you. I recommend watching now, learning how Google Ads work by following along, as I take you through the ads manager.
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So now we find ourselves inside Google Ad Manager. And it looks not too exciting right now, but I promise you. It'll get a lot more interesting. We're going to jump in and create our first campaign. As I'm going in and creating the first campaign, what is important is that you set the right goal. If your goal is to drive sales, which it should be if you have an online store, you always want to be picking sales.
0:57
These others are for different brands, that maybe don't sell online. For the purposes of the ad we want to create today, this first one we're going to select Search. So these search ads-- we're going to measure them by website visits. So now I'm going to enter in my website right here. So as you selecting these campaigns, if you're starting out, I would probably not to include the partner sites and display network.
1:31
In the second module, we're going to be walking you through creating ads for retargeting in the display network. But if you're starting on Search, I would keep these out for now. So now that we're looking at locations, I'm going to select the United States as my location. I won't add other countries because I can't ship to them. So I don't want to be paying for ads in those countries.
1:55
You can also select languages. I'm just going to select English to start. And audiences again, it's a bit of a pro feature that we can kind of talk about later. And for the moment, the purposes of setting up this campaign I'm just going to have a simple budget. So next when we are looking at bidding here-- as we talked about in the start of the course, our goal is to optimize around not clicks, not impressions around conversions.
2:24
So when you are bidding, you can choose to look at those impressions. You can look at clicks. I think the important thing you want to make sure, you've checked off here is conversions. Because that way Google is going to be smart about how much you're ready to pay. They will want you to set up-- they will give you the clicks that are going to be most likely to convert.
2:49
Now there's a whole bunch of advanced features here, where once you have a good understanding of what your cost per purchase looks like, you can set a max, where they won't let you spend more than that. Or you can manage your bids directly. I wouldn't recommend this at first, especially if this is your first ad campaign. Trust Google. Let them do the optimizations around people.
3:12
They know who'll purchase more. So next we're going to go ahead and create this campaign. So within campaigns, you have ad groups. Now ad groups are how you group all the targeting and the audiences that you specifically are kind of going after. So as we getting into ad groups here, we being introduced to a new concept called keywords.
3:39
Keywords are essentially how we tell Google, where we want to be kind of showing up. So there's a very simple example that they've kind of looked at my products that I already have here. They're giving me a lot of recommendations around beef jerky and biltong. Now that I've added biltong as a keyword, I'm telling Google, let me show up anytime, anyone's searching.
4:06
You'll see a couple definitions here on how Google can treat these keywords differently. So if you just write the word, that's what they call a broad match. So an example of a broad match is pretty much any sentence with the word biltong in it, it's going to be showing up. If you can put the quotes around the word, then that's a phrase match.
4:33
So they going to look for the specific term. So for example, I might write buy biltong. So that's an a phrase match or I might have biltong, oops-- [CHUCKLES] --biltong in the USA. And as you're looking at these phrase and broad matches, they can also be really useful, when you're trying to do something called a negative keyword.
5:02
So everything we putting together here are the keywords we would like to show up with but something to think about in the future is-- you know, I might want biltong in the USA but I might not want how illegal is biltong in the USA. So this is just an important thing to remember. I think I described at the beginning of my talk that in my case, I had this scenario, where I had people that were looking for, how to make my own biltong, and see this is a phrase that I would want to probably exclude because these are not exactly my customers.
5:49
So this kind of a learning curve here. But the big thing with keywords, you can kind of add as many as you want. Again, you don't want to put your name up for things that you don't sell. So for example, I probably wouldn't put smoked beef jerky because I don't sell it. [NON-ENGLISH SPEECH] is another South African word, another type of sausage.
6:12
I don't sell that on my store as much as that might get me more clicks, you know, 1 to 10,000 clicks. I don't want to be adding it there. That's essentially all keywords. And there's many different strategies in how you can build this list. And it really is something you want to kind of explore and something you'll be able to measure afterwards to see, which of these keywords are working well, and which are these aren't.
6:38
But for the moment here, I just want you to understand what our keywords. How to think about them. Relevancy again, is the key here rather than just getting as many keywords as possible because if you don't convert, it's going to be very expensive. And you're going to pay more for those ads. So next-- let's look into what an ad actually kind of looks like?
7:01
So again, you've probably seen this on mobile on web, it's this little card that sits near the top and has a little green text for an ad. You can preview these as you're looking at them both on web and desktop at the same time. So what I'm going to do is, I'm going to start creating my ad. So an important thing as you're putting together your ads is picking the right page.
7:31
Based on the content of your ad, you may want to use the home page. I prefer to always have people going directly into my product page especially if their content is directly aligned to-- that's what my ad is talking about. So here I am creating my traditional biltong. I want this to go to my traditional biltong page and now I can think of, if there's a couple pieces of text that Google gives us access to here, so for me I might in my first headline, have the name of my product.
8:15
And in your second headline, you really want to try play with some different benefits. I like to use brand messaging in that second headline. So for me, I might use that's made in the USA or I might have made by South Africans. I can try many different things here and I think the important thing as you're kind of going through this process of creating ads is, you don't have to try the best thing, kind of take all your ideas out there.
8:48
You can run multiple ads. This doesn't necessarily increase the amount you'll spend. Your budget at the campaign level and then your ads-- you kind of have free reign, the more you have, the more you can learn. So next we're going to work on the description. So again, as you're kind of writing this, be aware of the content limits. So you only have about 90 characters here. And what you want to be is be very descriptive on, what you're selling.
9:17
So in this case, I'm going to write-- South African biltong made in the USA. So it's important, as you kind of thinking through this copy that you really kind of try and get in the mindset of your customer. So for example, for me this is a product that many South Africans really miss from home.
9:47
So I really want to kind of help them understand, that's traditional, it's made by South Africans, and that it's very within reach for them. It's made here. So you know, you're not going to have problems with customs. You know, we have free shipping, so you can easily kind of jump on that. So as you thinking about this text ad, it's important to think beyond just the words. Think about how this experience actually is going to love and breathe for your customers, when they searching for something, right?
10:20
With my ads here, I'm trying to build trust with these people that are searching for the product. I want them to know, my product is made by South Africans. It's not just another product, I also want them to know it's very easy for them to buy. It's free shipping, wherever they happen to be in the USA. And if they want to get it by the weekend, maybe they can, right?
10:45
It's right here. It's easy. It's accessible. So just remember, when someone's looking for something, they have that buyer's intent. So when they have that buyer's intent, how are you going to build trust for them? How are you going to make this convenient? How are you going to make this more accessible for them? So now we looking at this one ad that I've just created. This one ad lives within my ad group.
11:08
Just remember, that purpose of that ad group-- that ad group is about there a certain audience and a certain set of keywords. So I have an ad group here, where I'm talking about as biltong. Could create another ad group, where I try talking about this product as beef jerky. And if I was marketing to an ad group about beef jerky, I would probably need a different set of ads.
11:33
So the big advantage and the way to think about these ads is you can make them as tailored as possible to this customer group that you're looking at and you want to test multiple ads. Because if I'm trying to reach this new audience that I don't understand as well, that on South Africans, I have to try a lot more things to enter [INAUDIBLE],, and so will you anytime you're starting a new business. So now I'm going to show you a couple ads that I've been running in my account.
12:01
So you can see here almost never have just one ad going, even when you've figure out your formula. I tried many different things, even at once. And you know, I turn off the things that don't work. So as you start to get a full set of ads out there in the wild, you can keep kind of analyzing them. Again, you want to give any new ad a couple weeks to make sure it gets enough traffic.
12:29
You don't want to be judging the ad on like the first 100 people that see it. So you want to make sure it gets enough impressions. And then as you kind of start to spend more, you want to start looking at this cost per conversion. You want to look at the conversion rates. You want to look at how much your-- what the interaction rate?
12:51
How attention getting is it? So there's a lot of different data points you can look at. But the important detail and you can see mine fluctuate quite a lot is that you find and you're constantly trying new and different ads. Sometimes to have a good search experience, actually seeing different information there, keeping it fresh is something that will actually make you more successful.
13:18
So again, it's not about having one perfect ad, it's about trying many different things. If you look at my ads here, you can also see that I'm trying many different benefits, that are very interesting to me and help me across all of my marketing. So is it most important that my products are traditional and they are made by South Africans or is it that we making the world's best.
13:43
I also have a grass Fed beef product, which is a better introduction to customers. How does that work? How much traffic does that get me? So again, any ad that you put out there, give it some room to breathe. Let it get out there in front of people and open your mind to learning from and trying many different things. OK.
14:05
So that's what you need to know right now to get started. In the next lesson, I'll show you what display ads are and the one type of display ad, I think you should be running first. [MUSIC PLAYING]
