Google Ads Tutorial 2020 - Step-By-Step Google AdWords Tutorial for Search Campaigns

Key Takeaways

what's up everyone welcome to the Surfside PPC YouTube channel today will be my Google Ads tutorial so how to set up your first search campaign on Google Ads so I'm gonna be showing you how to create advertisements like this so when someone does this search for dance classes for example how to get your advertisement at the top of Google so a quick example if somebody goes to Google they type in marketing software you see for advertisements at the very top here so how to target keywords like marketing software or whatever keywords describes your products and services how to target them and run advertisements directly through Google so you can drive relevant traffic that can convert directly back to your website so we're gonna get started here directly in Google Ads so what you want to do is start by going to ads that Google comm and you want to create an account if you haven't created a Google account already if you're watching videos on YouTube there's a good chance you probably already have a Google account that you can use for your Google Ads account so if you haven't created an account yet what you want to do is you want to start at this page right here I'll put this a link for this URL in the video description but you can see here claim your Google Ads coupon will match the amount you spend up to $150 so essentially you spend $150 you're gonna get a $150 ad credit if you're creating your first Google Ads account so I highly recommend getting started there because you might as well have a little bit more money to test with so when we're in ads Google com you can either click on start now or sign in so when I click on sign in it's gonna open my overview page so this is an account I've used for some of my tutorials and I ran a campaign last year ran a couple of campaigns a search campaign in a display campaign this year what I'm gonna be doing is this is gonna be part one of my Google Ads tutorial I'm gonna actually have a part two in about 30 days where I go over the exact results for my campaign and some of the next steps that I'm gonna do to optimize my campaign so I'm not just gonna be creating a campaign I'm gonna actually be going through how I opted amaizing campaign as well but I want to make sure my campaign runs for at least 30 days before I release that video so what we're gonna do to get started to create our first campaign is you're gonna come into your Google Ads account and my getting started checklist looks like this you create your Google Ads account you set up billing so that's going to be either a credit card or you can connect your bank directly to your Google Ads account you want to link Google Ads and Google Analytics I think this is the easiest way to set up conversion tracking for your website if you're familiar with Google tag manager you can also use Google tag manager or you can use the Google ODS pixel directly but to me the easiest way is to install Google Analytics on your website if you haven't already and then just a link your analytics and ads account which is a very simple process I'll show you how to do that in a minute then after that what you want to do is set up conversion tracking so again I think that's really easy to do with Google Analytics and I'll show you how to do that as well so this is my getting started checklist so what we're gonna do is we've already done the first two steps so I've already created my Google Ads account I've already set up billing in my account so the next thing we want to do is link Google Ads and Google Analytics and then set up conversion tracking so if we come over here what we want to do is we're gonna come to tools and settings and then what you want to do under setup is come here to linked accounts this is where you're gonna set up your billing and then there's a lot of other links over here as well I'll try to go through some of these different things but I'm not gonna go through every single thing in this video now my plan for this year when I'm releasing my Google Ads tutorials is to create this main Google Ads tutorial hopefully it's about 30 minutes to an hour and I'm gonna go over how to set up a search campaign I'm gonna create a shorter version of this tutorial kind of going through it much quicker not as much detail just making sure I'm showing you how to create a campaign in about 20 to 30 minutes and then I'm also planning to a release a long course where I go through every little detail of planning shared library bulk actions measurement everything in this setup screen that's gonna be relevant for most people so that's gonna be more of a Google Ads type course we're gonna go through each individual portion of Google Ads and pretty much everything you need to know about setting up your first Google Ads account and all the different types of campaigns that you can run so what we're gonna do to get started is come up here to setup and then we're gonna go to linked accounts so what we want to do is we want to make sure that our Google Analytics and Google Ads accounts are linked so here with Google Analytics we're gonna click on details and what you're gonna see right here is my Analytics property farmhouse goals status linked views one view goals three I have some audiences here as well so what we can also do is we can open up our Google Analytics account for farmhouse Kohl's calm and what we can do is come over here to the admin screen so at the bottom there's admin on the bottom left and then under property you want to come over here to Google Ads linking under product linking so we're gonna click on Google Ads linking and you're going to see we have one linked account so if we click here on the link to account we can make sure that it's the right account that we have linked to our Google ads and Google Analytics accounts so everything is set up well this is how I'd like to get started just link my two accounts it will also allow you to track your campaigns directly into Google Analytics so I'll show you that process later in the video now here in Google Ads linking if you're not linked yet what you want to do is click on new link group here and you can get started with linking your Google Ads account to your Google Analytics account so once we're all set up there what we want to do is next is come to tools and settings and then our measurement who want to come to conversions so you're gonna see I have some different conversions here these are my conversion actions now if you want to combine multiple conversion actions you can create conversion action sets so if you're optimizing for multiple conversions in your campaigns this is a best practice again I'll show you that throughout the video but what we want to do first is I want to track a new page on my website so I created a giveaway on my website farmhouse kohls.com this is the website that I'm gonna be using today to go over exactly how I'm gonna create a campaign for this website to drive relevant traffic to my website so this is my giveaway when someone comes here welcome to the farmhouse Kohl's monthly giveaway they enter their name their email address they click on submit what's gonna happen is they're gonna get redirected to this Thank You page so they're gonna get go right to this page after they fill out that form so what I want to do is track every time someone visits this Thank You page because you're not going to visit this Thank You page unless you probably filled out my farmhouse giveaway form people are not gonna be going directly to this page so we're gonna track this page as a conversion now there's different conversion pages you might use for example you might have order submitted maybe of someone add something to a cart you can track all these different pages that are key pages on your website that people visit after taking one of the main actions on your website like they fill out a lead form maybe they sign up for a newsletter maybe they actually purchase something directly from you and it's the order confirmation page so you can track all these different pages on your website and include them as conversions in your Google Ads campaigns so the way that we do that is we're going to come back over to Google ads and from the conversion screen here what we want to do is click on the blue plus sign so we're going to add a new conversion you can see there's website app phone calls and import so with website this is how you can track using Google tag manager if you're familiar with Google tag manager you can do this directly through there you can also add the Google ads pixel directly to your website but what I'd like to do is we're going to click on import here so we're gonna import conversions from Google Analytics so if we click on import you can see select what you want to import Google Analytics Google Analytics app plus web third-party app analytics Salesforce and then other data sources or crms so for this I'm gonna be using Google Analytics but what we need to do first is create the actual conversion in our Google Analytics account so that we can actually import it as a goal into Google Ads so if we come over here to analytics what we're gonna do is we're gonna come back we're still in the main admin screen and we're gonna click on goals so under the view portion you're gonna see goals here so this is where we can create goals that we can actually optimize for in our campaigns so you can see I have some different goals here right now I have six total goals that I'm tracking the main goal for me is outbound clicks so with farm-house goals com essentially what I want is for people to visit my website and then click on some of these links and go to some of my affiliates so this is an affiliate marketing website so that's the main conversion that I'm gonna be optimizing for in my Google ads campaigns is sending people to my website and getting them to click off on these products so they purchased them on other websites and I receive a commission so if we come over here to analytics we're gonna click on new goal under goal setup you can see there's some templates so they have revenue here acquisition inquiry and engagement so some different things here if you want to track some of these as goals so submit content submitted or upload a file for example see deal so someone who's viewing your current promotions what we're gonna be doing though is clicking on custom so we're gonna click on custom and continue and then for the name of the goal what we're gonna do is we're gonna do giveaway thank you so this is gonna be the name of our goal and essentially what we're doing is tracking every time someone hits this Thank You page so I'm gonna come up here and I'm gonna copy just the end of the URL after my domain name we're gonna come back over to analytics and our type is gonna be destination now some other options here are duration pages and screens per session and then there's also a vent here so one thing you can do is if you don't have a set goal on your website is to use duration or to use pages and screens per session to use that as a goal so for example I can say every time someone comes to my website for a duration and they're on my website fer and you can see here they have five minutes or more I can do every time someone's on my website for three minutes or more I want to count it as a conversion because that means they're visiting my website and they're engaging with my website you can do the same thing with pages and screens per session so every time someone goes to your website and visits multiple pages you can count that as a conversion as well now the easiest type of conversion to track is every time someone visits a key page on your website like a thank-you page or an order confirmation type page so for that it's going to be destination so we're creating a custom goal naming it and creating a destination type goal we're gonna click on continue and then the destination will equal to and we just need to include the end of the URL so for this it's gonna be thank you what we can do is set a value for this goal if we want to so for every time someone purchases a course from you or something like that and the value is let's just say 99 dollars you can set a value of 99 dollars here for this I'm not gonna set a value I could just set a value of 1 so we would just come in here and set a value of 1 so it would be one u.s. dollar every time someone joins my giveaway but I'm not gonna be doing that here so I don't need to track revenue for this individual goal we're not gonna have a value we're not gonna have a funnel here so you can use a funnel as well so this is really popular with e-commerce let's say someone visits a product page they add that product to their cart they end up submitting their information and then they end up going to the order confirmation page you can track that entire funnel and see where there's some drop-off maybe you're seeing people are dropping off on certain pages so you can make sure that you're improving those pages and finding why people might be dropping off but what we're gonna do is destination equals so thank you click on verify this goal so you can make sure that there is a conversion rate based on data from the past 7 days so you can see it's a really low conversion rate because I just set this up and I've only been to the page a couple of times I'm not really driving a lot of traffic to my giveaway yet so we can click on save here and now we have our new goal created so you can see it's go ID seven and it's giveaway thank you so now that we have our new goal created we can come back over here to our Google Ads account so we're in the conversion action we're gonna import from Google Analytics click on continue' and what you're gonna see is we have some two different goals here that we've created so any of the goals that you've created that you haven't imported yet are gonna show up here the only one that I want to import right now is giveaway thank you so we're gonna click on giveaway Thank You import and continue okay so we've imported one goal from Google Analytics click on done now one thing to keep in mind is after you do create a conversion there's gonna be an option over here include in conversions if you have yes here then that means that it will include any of the conversions for all these different conversions actions that we've created in our campaigns if we can tie them back to our Google Ads campaigns so for example if someone clicks to my website they end up submitting the form for the giveaway and then they hit that Thank You page that I showed you earlier then what its gonna do is it's gonna include that in the conversions for my Google Ads campaign so now that we have our conversion actions imported what we can do is I'm gonna create a conversion action set so the main conversions that I want to be tracking for this campaign or outbound clicks and my giveaway thank you so anytime someone joins my email list or anytime someone does a outbound click on my website I consider those valuable things on my website so I want to count them both as conversions so we're gonna come to conversion action sets here you can see I already have a conversion set we're gonna create a new one so I'm gonna do is farmhouse coal conversion 2020 so what we're gonna do is outbound clicks and giveaway thank you that's it we're just going to be using these two conversions and we're gonna click on save okay so now this is gonna be the conversion action set I use for my campaign so I know that my campaign is built to drive these conversions specifically so we're gonna come back and now we're in our overview screen here what we want to do is we want to create a new campaign if you're in the campaign screen the button might look like this or you might have the new campaign right here so what you want to do is just click on this plus sign to create a new campaign so when you're creating a camp here's the process I generally follow so creating a new search campaign you want to choose your campaign goal choose search choose website visits click continue and then you do not want to include the Google Display Network so if we come back over here what we're gonna do is we created our campaign the next thing we want to do is select a goal that would make this campaign successful to you so for me it's gonna be leads for an e-commerce website it would be sales so you just want to make sure that you set your goal depending on what you're trying to drive I highly recommend making sure that you're using conversion tracking and either driving for sales or leads for a specific search campaign you don't really just want to drive website traffic so even if you don't have a specific conversion on your website I would recommend setting up one of those duration conversions or page view conversions and then using leads as your main goal so we're gonna choose leads here and then we're gonna do is select the campaign type we're gonna use search we're gonna use website visits we're gonna enter our business website here so farmhouse goals com and then we're gonna scroll down click on continue and then the main thing you want to do is name your campaign first so we'll do farmhouse goals search campaign and we'll do 20 20 and then we're gonna use search Network include Google search partners and then Display Network we do not want to include the Google Display Network so coming back over here make sure you do not include the Google Display Network so what we're going to do is we're gonna keep scrolling down click on show more settings so you can set start and end dates if you want to campaign URL options I'm not gonna go over in this video and then dynamic search ads settings we're not going to be using dynamic search ads so you don't need to worry about this at this time I do have a dynamic search ads tutorial on my channel you can find it if you're looking for a lot of more Google ads tutorials you can check out my playlist so you've come over here to Google ads tutorials I'll link this in the video description you can see I have things keyword research tutorial for Google ads strategies so this is for 2019 a lot of them are still relevant today mistakes to avoid bid strategies how to create Google AdWords ads ad copy strategies keyword match types responsive search ads so all these different things I go over a lot of different portions of Google in a little bit more detail in some of my other videos so you can make sure you check those out if there's anything I haven't answered in this video or you can always leave a comment and I'll try to answer as many comments as possible so we keep scrolling down next is gonna be locations so I'm just gonna be using United States for this what you can do is if we come here to enter another location you can enter specific cities so we're gonna click on advanced search here what we can do is just come right here and we can enter a specific city so let's just say we do Boston you can see we can enter Boston Massachusetts the city we can do Boston the entire Nielsen DMA market you can do Boston England the United Kingdom New Boston Texas they have Boston College Massachusetts so there's a lot of different options here you also have locations that include Boston so Suffolk County and then we could just do United States as a whole so I'm just gonna be targeting the United States but there's a lot of different options cities States Nielsen DMA regions you could target universities you can target zip codes you can target radius so there's a lot of things that you can do if you're trying to target a specific location whether it's a local market or whether it's one country or multiple countries now when it comes to target I always select people in or regularly in my targeted locations the recommended option and the default option is people in or who show interest in your targeted locations so if someone is across the world for example let's say in France looking up pages about the United States they might see my advertisements if they're looking at the United States maybe they're just planning a trip or trying to learn more about a specific city in that in the United States and then they go back to their search bar and they start searching for farmhouse decor they might actually see my advertisements because they shown interest in the United States so I don't want people all over the world to see my advertisements just because they've showed interest in my targeted location so I just want people who are in or regularly in my targeted locations exclude it's just gonna be people in my excluded locations so we're gonna keep scrolling down here languages you want to select the languages your customers speak pretty self-explanatory for mine it's just going to be English if we click here you can see there's a lot of different languages you could target with your campaigns generally if I'm doing a foreign language campaign which I don't do often but if I ever do it I'll usually do a completely separate campaign and I won't target English and Spanish in the same exact campaign for example the next is gonna be audiences so this is a little bit more advanced but I want to go over in this video because I think it's important to know so I have some remarketing audiences already set up so if we come here you can see have an all visitors audience from my Google Analytics account so I can target that in my campaign and then you can see there's an in market audience here for home decor so that means people who are in the market to purchase home decor so that's another audience that I can target so we can target multiple audiences in our campaign and if we scroll down what you want to do is observation so targeting will narrow the reach of our campaign only to the selected audiences so only people who are visitors on my website or who are in this home decor in market audience will see my advertisements I don't want to limit it that much so what I want to do is use observation this allows me to bid higher or lower on specific audiences so I usually recommend using observation when you're targeting audiences for your search campaigns because targeting is gonna really narrow the reach of your campaign next is gonna be the budget how much you want to spend per day what I highly recommend doing with budget is essentially taking your budget multiplying it by 30 and looking at what your budget for the month would be the other option is to take your monthly budget and divide it by 30 so let's just say my monthly budget for example is 300 dollars per month then my budget here per day would be 10 dollars so that means over the course of 30 days I'm most likely gonna spend right around 300 dollars so for me what I want to do is spend about 15 dollars per day which would lead me to spend about $500 per month probably a little bit less so my budget is gonna be 15 dollars per day for this campaign I might end up increasing my budget I usually recommend starting with a lower budget even if I have a campaign with a high budget for a client for example let's just say they want to spend $500 per day usually I'll start it a little bit lower maybe I'll cut it in half to 250 per day as I do some testing and as I'm creating the campaign I want to make sure that I have a little bit of a learning options before I'm just spending all their money on things that aren't converting yet so for me I'm gonna stick with 15 dollars here and that's gonna be my budget per day for this campaign next is gonna be bidding so bidding is an important factor when it comes to your Google Ads campaign so I went over bidding strategies a little bit here so I usually start with manual CPC enhanced I'll set my own bids I'll show you how I do that you can test maximize conversions the downside with maximize conversions is I generally find that it makes my average cost-per-click really high at the start of the campaign so I might be spending $2 per click when I'm really just trying to spend maybe 50 cents per click and again that really depends on your industry how much you're spending per click someone who's insurance or a lawyer is gonna be spending a lot more than someone who's advertising farmhouse decor for example so what I generally do is set my own bids and I have conversion tracking enabled so I use manual CPC enhanced and then what I try to do is switch to a target CPA or target return on adspend bidding strategy once I have more conversion data so if we come over here the automatic setting is going to be conversions if you have conversion tracking enabled so it's gonna say what do you want to focus on conversions this campaign will use the maximize conversions bid strategy if we come over here to select a bid strategy directly you can see there is target CPA target return on adspend maximize clicks maximize conversions maximize conversion value target impression share and manual CPC I'll generally start with manual CPC and then I'll help increase conversions with enhanced CPC and optimized for conversions that's usually how I start my campaigns and then what I want to do is switch over to target CPA over time now if you're tracking for conversion value again in the example of e-commerce you can do target return on adspend so that's actually gonna take in the amount of revenue you're driving from your sales so you can actually drive more conversion value so maximize conversion value maximize conversions you can test these bid strategies if you want to the main thing that I would watch out for is that your average cost per click is way higher than some of the suggested bids that the Google Keyword planner will show you now maximize clicks I don't really use that often because I'm usual not trying to just drive traffic back to my website I'm trying to drive conversions so that usually helps with manual CPC and in hand CPC or using one of these target CPA target return on adspend type bidding strategies target impression chair I usually don't use that either that's only good for advertisers who are really trying to stay at the very top of the search results and trying to drive as much impression chair as possible so for really competitive industries it might work for you I again just like to focus on conversions so for bidding I'm going to be using manual CPC I'm gonna help increase conversions with enhance CPC so we can click on the show more settings here so conversions you're gonna see its account level include in conversion settings what I'm going to do is choose conversion actions for this campaign we're gonna click on select conversion actions and what we want to do is we want to select these two conversions at the bottom here give away thank you and outbound clicks it's gonna say name my conversion action set so I already have a conversion action set so what we can do is just come over up at the top here kind of hard to see but they have conversion action sets so we're gonna use our fhg conversion 20:20 click on save so now we have our conversion action set that we're optimizing for add schedule so we're gonna do all day you might want to run ads 9 to 5 you can easily set that up with an ad schedule so what you can do here is just do Monday through Friday 9 a.m. to 5 p.m. or depending on whenever you want to run your ad schedule you can run that the best for your individual campaign ad rotation I usually just keep this as optimized prefer the best performing ads if you want to test a little bit you can do not optimize and rotate ads indefinitely it might hurt your campaign performance a little bit but if you want to start doing this for a week and then switch over to optimize once you get more data that's something you can try to do I'm just going to keep it at optimize so that Google is going to basically test my ads and then continue to run the ones that perform the best so ad extensions so there's a lot of different ad extensions that you can add to your campaigns so when you're creating your advertisements and they're running in Google Ads you might see things like this so native CRM integrations sugar market these are sitelink extensions that Sugar CRM has set up through their Google Ads account if we come down here Marketing 360 calm they have a phone number right here so that's a call extension this one has a call extension as well you might find some other ad extensions for different searches that you do so usually if we do a search for example of something like hotels in Myrtle Beach SC okay so you're gonna see hotels in Myrtle Beach SC and then you can see they have a rating here they have some reviews if we come down to the bottom here these are more sitelink extensions at the very bottom we have some a price extension right down here at the bottom over here with types this is a structured snippet so you can add a lot of these different ad extensions directly to your advertisements and they'll show up and make your advertisement much larger so depending on your industry you might see a lot of ad extensions the last search I did there really weren't many for hotels or anything travel you usually see a lot of different ad extensions like you're seeing here so if we come over to our ad extensions portion what we can do is we can set up sitelink extensions so sitelink extensions will allow you to highlight some different pages that are on your website usually what you want to do is set up at group level extensions so let's just say for example if we come over here to the example with farmhouse curtains when someone searches farmhouse curtains I can use ad extensions like farmhouse curtains for sale farmhouse drapes for sale farmhouse balances for sale and then top rated farmhouse window treatments so I can kind of use ad extensions that are going to be specific to what people are searching for it's much more difficult to set up your campaign that way but it will perform better in the long run so if we come over to add extensions we're setting campaign level extensions right now so what we want to do is all choose farmhouse furniture will do the farmhouse goals shop keep scrolling down we can do farmhouse sinks for sale and we'll keep coming down and maybe we'll just do our home page if you're creating a new site link extensions are gonna create a new one here set your site link text you have description line one description line two and then final URL so you just need to set up all these different properties here and that's gonna make up your sitelink extensions you can set up for at one time I usually recommend adding at least four to the campaign level like this so if we click on home you can see here I have home find all of our product categories and product blog categories on the homepage sending people directly to the homepage URL so now people see these different links on the advertisement so maybe if they're looking specifically for furniture they can just click on farmhouse furniture and go directly to that page so these are sitelink extensions if we keep scrolling down there's call-out extensions call extensions if we click here on add extension so structured snippet this allows you to show different types of products you have hotels can show different amenities that they have universities can show some of the different degree programs they have so how do you recommend checking out structured snippets you should be able to find something that fits your business app extension so if you have a mobile app than on mobile devices people can directly download your app directly from your advertisement lead form extension so this would be good for Surfside PPC if I'm looking for new clients I can say contact us today fill out your information and set up an actual lead form on my advertisement so someone can give me their name their email address their phone number and say can you get back to me with a quote here's my business so it allows people to contact me directly and essentially I can get leads from my advertisements without people ever happen to visit my website message extensions I can set it up so people can text message me directly you can receive text messages in your email or directly to your phone promotion extensions so any specific promotions that you're running for example you have a 25% off Black Friday deal you can set up that promotion extension really recommended for any type of e-commerce website or any type of business that's running a limited time promotion and running Google ads at the same time price extensions so let's just say you're a mechanic for example you can say your oil changes cost $60 $70 whatever it is you can say that may be changing tires cost three hundred dollars so whatever it is that the different services that you're offering maybe some of the products for sale that you have if you have fixed prices then you want to set up price extensions so people know how much it's gonna cost I can use price extensions and say my PPC services start at $1,000 per month and then they go up from there and then it will allow potential clients to understand how much they're gonna have to pay for my services before they even click on my Heisman location extensions this will pull in directly from your Google my business account so with location extensions you set up Google my business you link your Google my business to your Google Ads account and then you can have your location directly in your Google ads advertisement so people know where they can find your physical location for a store a property or anything like that so these are different ad extensions my recommendation is set up as many as possible that are going to be relevant for your business if we click up on call-out extensions here you can see I already have some called extensions created so I can do join our giveaway you can see I have a lot created for shelves so these would do well in an ad group that are specific about farmhouse shelves so I can do floating shelves shelf brackets shelves with hooks and then new farmhouse shelves for sale so what I'm gonna do is just join our giveaway shop farmhouse goals top rated farmhouse decor and maybe with a new call at extension what I can do is something like shop furniture and decor you can add multiple call a text at a time I'll just add this one right now we'll click on save so now I have four different call-out extensions that are gonna be added to the campaign level now keep in mind if you add something like floating shelves and shelf brackets to the ad group level the ad group level will take precedent over the campaign level so Google will actually pull from your ad group first if you don't have ad group level call extensions call-out extensions sitelink extensions then what it's going to do is it's gonna pull it from the campaign level so what we can do is we have our call-out extensions here we have some sitelink extensions a good place to get started I can also just come here and let's just add a structure and snip it so we'll click on add snippets you can see I already have some created if we create a new structured snippet some of the different values so header it's gonna be English some of the different header types so what you have amenities brands courses degree programs destinations featured hotels insurance coverage models neighborhoods service catalog shows styles and types so pretty much anything you can think of a structured snippet is great for adding just a little bit of additional information for your product or service offering to your advertisements so what we can do is we're gonna click on cancel come over here types and we have farmhouse furniture farmhouse decor design ideas farmhouse sinks so just some campaign level structured snippet extensions and we'll close this so we have three different ad extensions added to the campaign level now we can click on save and continue okay so next is gonna be ad groups so when we come here to ad group type you have standard and you have dynamic I kind of went over dynamic search ads a little bit earlier in the video we're just gonna be setting up standard ad groups here so with our ad groups what you do is you name your ad group you set a default bid and then we start by entering and pasting our keywords one word or phrase per line now before we get started with ad group so what I want to do is just go over how I kind of come up with the different ad groups that I'm creating I like to group together keywords by theme so you want to keep your ad groups as organized as possible and keep the themes really tight so for example if I'm targeting farmhouse shelves like I've gone over before and let's just say I have an ad group or farmhouse shelves I would create a completely separate ad group for farmhouse shelf brackets because I'm sending people to a different landing page with farmhouse shelf brackets for sale I would want to group together my keywords by theme someone who's looking for shelf brackets might already have the Shelf they purchase they just need brackets so they can hang it on the wall so what I would do is separate those out into two separate ad groups and it's the same thing for example with farmhouse sinks if someone's looking for a copper sink I'm gonna send them to a landing page filled with copper sinks I'm gonna have advertisements related to copper farmhouse sinks so I'm gonna group those keywords together by theme if I have stainless steel farmhouse sinks that will be a completely separate ad group so one popular concept is single keyword ad groups you don't have to use single keyword ad groups but what you want to do is just keep your keywords really tightly tied together so that your ads are as relevant as possible and your landing pages are as relevant as possible organized campaigns are vital for campaign success creating one ad group throwing all of your keywords in there is going to be a terrible idea if you're creating Google Ads campaigns this is one of the most important tips that I can give you is to make sure you keep your campaigns organized make sure your group and keywords together by theme create different ad groups for different landing pages unless you're testing two very similar landing pages against each other in the same ad group you want to separate them out into different ad groups so shelf brackets shelves maybe I want to do shelves with hooks maybe I have something like coat racks I would put them all in two separate ad groups and then target different keywords in each ad group to keep things as irrelevant and targeted as possible so coming back over here this campaign is probably gonna end up having around 50 total ad groups I would say that is a lot of a group for one campaign I've worked on campaigns that I have 5 to 10 ad groups and I've also worked on campaigns that have hundreds of ad groups it really depends on how you want to set up your campaigns and if you want to create separate campaigns my general rule of thumb is campaigns with different goals should be completely separate so for example for this campaign I have the same two goals I'm trying to drive people to click on some of my products go out to some of my affiliates and then I'm gonna have try to get people to sign up for my giveaway so this campaign has the same goal so I'm gonna put everything into the same campaign now if I had one campaign that was just focused on my brand keywords another campaign that was a little bit more focused on some broader keywords to helps customers find my business who might not already know it maybe I have a separate campaign for the types of keywords that I'm targeting you can do that for this I'm gonna keep everything in the same campaign and we're just gonna manage it all as one so with my ad groups I'm gonna just create 5 ad groups for this video if I created all 4 40 ad groups 50 ad groups right now that I'm gonna be end up creating for this campaign we would be here for hours so it does take a lot of time to set up your Google Ads campaigns but what I'm gonna do is I'm gonna be targeting for some of my blog posts I have products listed for sale so here's the example that I'm using farmhouse curtains so if we come here you can see I just have a ton of different farmhouse style curtains for sale I want people to visit this page see these curtains find the one they like click on learn more click on this product whatever it is I just want people to find the product that they want on the page and click on learn more so they visit some of my affiliates or click on some of the images that send them out to where they can purchase products and I would receive a commission so if we come over here to my blog posts any of my blog posts like farmhouse curtains farmhouse TV sans accent chairs I'm not gonna be doing anything Christmas right now in this campaign I'll add the Christmas keywords later but for right now accent chairs drapes so I have beautiful farmhouse bathroom decorations tablecloths trunks ladders blanket ladders dining room decor ideas sofas and couches valances all of these different pages on my website is where I want to drive traffic and I'm gonna create different ad groups for all these different pages so I can get people to my website and hopefully purchasing some of these products and what we're gonna find is maybe when people are visiting my farmhouse tablecloths page it converts at a really high rate and on the other hand something like farmhouse ladders maybe farmhouse sofas people don't find one that what they're looking for is easily so that's why I'm gonna be creating a lot of different ad groups see what's gonna perform best and then we're gonna continue to target those keywords so we can just drive the best possible value for our budget so we're gonna start here with farmhouse curtains sofa come up to the top a little bit you're gonna see we have farmhouse curtains for sale so we're gonna take this page we're gonna start here we're gonna come back over to our campaign screen and here under get keyword ideas what we can do is enter our page right here farmhouse curtains and then enter our product or service we can do farmhouse curtains here as well and we'll click on enter so this will give us some different keyword ideas that we can target so you're gonna see curtains primitive curtains kitchen curtains curtains and drapes these really aren't the greatest keywords to target but something like farmhouse kitchen curtains might be good something like rustic curtains might be good for this specific campaign I'm just gonna focus on farmhouse related keywords so let's name our ad group here farmhouse curtains setting bids what I would recommend doing is coming over to tools and settings and under planning we're gonna open the keyword planner so we're gonna use the keyword planner to find more keywords and to find suggested bids so under discover new keywords here with we're gonna do farmhouse curtains and we're gonna click on get results one thing you can do is if you're not sure what types of keywords to target at all you just come over here instead of entering a website what we can do is start or instead of entering keywords what we can do is start with a website enter our website here so we'll just do farmhouse goals calm use the entire website click on get results and the Google Keyword planner will return to us our most relevant keywords and our most popular keywords by average monthly searches so I can start here and do farmhouse bath rugs send people to my farmhouse bath rugs page farmhouse Christmas stockings Christmas ornament set so I had a really good Christmas season with farmhouse goals calm so I can start targeting some of these keywords now and then hopefully when Christmas does roll around I'll have my campaign all ready to go and people will be able to visit my website with ease and purchase their Christmas products so you can start this way and just enter a website what I'd like to do is start with my actual landing pages where I know I want to send traffic and then try to find the best keywords for those landing pages so we're gonna do farmhouse curtains again here and I'm not gonna enter my domain to use as a filter and we're going to click on get results so for me personally when I look at these key words here farmhouse kitchen curtains is something that I could include in here but I'm not going to because my page is not specific to kitchen curtains I'm gonna be using farmhouse curtains I would create a completely separate ad group for window treatments a completely separate ad group for curtain rods for valence is but for farmhouse style curtains I can target this keyword in the same ad group so we'll take farmhouse style curtains we'll copy it and we'll come back over to our search campaign and we'll just paste this keyword here so we're gonna come back over we're also going to target farmhouse curtains copy it and we're gonna paste the keyword here now you can build your campaign directly through the keyword planner I'll go over that in a separate video I want to go over the campaign building process directly from the Google Ads interface so we have farmhouse curtains here farmhouse style curtains and maybe what else I can do is modern farmhouse curtains so we have modern farmhouse curtains here too so we'll take that keyword and we'll copy and paste it now what you're gonna see over here in the keyword planner is the top of page bid the low range and the high range so what that means is it's the lowest and the highest that advertisers are bidding to get that top of the page position so if we come over here to farmhouse curtains you're gonna see it's 20 cents 46 if we come down modern farmhouse curtains 27 49 cents and then farmhouse style curtains 23 cents 78 cents so we can set bids at the ad group level here and then we can also set bids at the keyword level after we create our campaign for my default bid what I'm gonna be doing is keeping things on the low range and I'm gonna keep it as low as possible so I'm gonna take this farmhouse curtains the low range and just add five cents to it so we're gonna bid just 25 cents for this keyword so the reason why I'm bidding so low to start with is because I can always increase my bids later I think it's better to start lower so you're gonna see here my cost per day is a dollar for six clicks per day so obviously it's not a lot of clicks but if I'm creating 50 ad groups spending my 15 dollar per day daily budget should not be a problem at all targeting some of these different keywords now the next thing I want to go over is we added these keywords here and you're gonna see down here match types help control with switch searches can trigger your ads so you're gonna see here keyword broad match keyword phrase match so when it has quotes around it it's a phrase match when it has nothing it's a broad match these right now are broad match keywords I never target broad match keywords it's very very rare and I only do it for high budget clients who are looking for a lot of volume and if I can't find that volume I'll use broad match keywords for the most part I usually set up campaigns recently with phrase match keywords and then I'll use exact match keywords sometimes as well and then the other type of keyword is a broad match modifier keyword so what that means is I can come here and add a plus sign in front of individual words in the keyword so farmhouse-style Curtin's with a plus sign in front of these three words it means I want these three words or close variants or some close synonyms to appear in the search query when someone types it in so to go over keyword match types really quickly you're gonna see here I usually avoid broad match keywords I use broad match modifier keywords for large budgets or low search volume there shouldn't be a period here I added that there by accident so use broad match modifier keywords when you have larger budgets or low search volume same thing with broad match keywords but I tend to prefer broad match modifier keywords and then I usually use phrase match keywords when I'm getting started doing some testing and trying to keep things a little tight and narrow and then you can also use exact match keywords as well the one problem with the exact match keywords is it's gonna limit your overall volume because it's only gonna target those exact phrases that you have targeted so if we come back over here you can see here so let's just take farmhouse style curtains out or what we'll do is we'll take farmhouse curtain so let's just say we add the plus signs and some in front of those words farmhouse curtains and let's say this is the keyword that we're targeting someone can go to Google so their actual search in Google and let's say someone types in rustic curtains there's a chance that this will trigger this keyword so that my advertisement will show for rustic curtains also someone does rustic window treatments it might also show for farmhouse curtains with the broad match modifier now what I prefer to do is use phrase match so with phrase match I just have farmhouse curtains surrounded in quotes this is what I would recommend getting started with I think it's the best way for beginners to get started with their Google Ads campaigns use phrase match keywords you can always switch to broad match modifier keywords or use exact match if you want things that'll be a little tighter and narrower but you can always switch to broad match modifier keywords if someone has this phrase in here then this will match a search in Google like for example best farmhouse curtains because the phrase is right here now it might not match someone who comes in and does farmhouse kitchen curtains because the phrase has kitchen in the center of it and I'm not targeting the phrase farmhouse kitchen curtains anywhere so when it comes to the phrase it means that it would h