Google Ads Tutorial - Full Beginner’s Guide

Key Takeaways

what's going on my name is Simon and in this video I'm going to show you exactly how to set up your first Google ad so this video is for you if you want to get more clients or more customers through Google ads but you don't really know how to set up a profitable campaign so what we're going to do in this video is set up a campaign together and what we're going to focus on is to really understand how Google ads actually work and how we can set up our campaign to pay as little as possible for the most amount of customers or clients as possible because if you don't understand the principles that you're going to learn in this video then you're probably just going to waste all your ad Budget on a campaign that just doesn't work but don't worry you're here now and after watching this video you're going to have all the tools you need to build your profitable campaign for your business so let's get started now I do recommend to watch this video all the way from the beginning because the information is going to build on itself and if you skip certain parts then it might not make sense for you at a certain point however if you do want to go to specific Parts directly you're going to find all the time stamps by hovering over the progress bar of the video also if I talk too fast or too slow for you at any point you can change the speed of the video by going to the bottom right clicking on the gear icon and then changing the speed there all right now before we're going to start setting up our Google account and start our campaign I want to quickly talk about how Google ads actually work so what is Google Go's job Google is basically organizing and sorting all the information that is out there on the internet and then what they have is a so called search engine so when I would for example go to Google and type in what I'm looking for let's say I'm going to look for a website developer I'm just going to type in website developer and then Google is going to show me all the websites that they think is most relevant to what I'm looking for so all these sites right here Google is saying okay this is probably what you're looking for and Google is BAS basically leveraging their position as being able to sort the information so well that they're offering advertisers the possibility to pay to actually appear for certain Search terms so here on the top you can see all these four first search results these are all ads because you can see there's an ad in front of the URL then when you scroll down you can also see organic search results so these people right here they're not paying to appear here in the first page for this specific keyword however there are probably big websites that have spent years to optimize their website for specific keywords so that they can actually appear here on the first page so what we're going to do as advertisers for our business we're going to shortcut that process by paying to appear on the search results for specific keywords that we think will convert into a new customer and the way we're going to pay Google for our ads is that whenever somebody clicks on our ad then we're going to have to pay for that specific click so it's payperclick advertising but but let's say I'm going to pay $100 on 100 clicks and I make back $200 from the clients or customers I get from those clicks then I'm still profitable and that's eventually where we want to get to with our Google ads campaigns all right so now let's go ahead and set up our Google ads account simply go to ads. goole.com and then you'll end up on this page right here where we're going to click on start now to create our Google ads account so to create your ads account you can simply use your existing Google account and log in that way or you can also click on create account right here and then you can also use another email address it doesn't have to be a Gmail address and you can create your Google ads account that way then once you're logged in you're going to end up on this page right here and here is probably tempting to click on one of these buttons because it looks very simple however we're not going to do that because then we're basically rolling the dice and then hoping that Google makes the right decisions for us what we want to do is we want to keep the full control over our campaign so we're going to go down to the bottom right here and click on switch to expert mode so click on this button right here and then Google wants us to choose an objective for our campaign so it asks us do we want to get sales leads website traffic local store visits whatever however um this is another guidance that Google wants to give you to help you set up your ads however you're going to find that the guidance that Google tries to give you uh most of the time just leads to them making more money from your ads but you not really getting more clients from them so what we're going to do is want we want to keep control over our ads um as much as possible so what we're going to do is we're going to click on create a campaign without a Gold's guidance here on the bottom right and now we have to decide on what type of AD we want to set up what we're going to focus on in this video is setting up a search ad these are the ads that we have seen before right here these are just the text ads that you get when you type in specific Cs on Google if you are a beginner these are definitely the ads that you want to set up first they're very straightforward to set up and also very profitable however I'm going to have more videos in the future about how to set up video ads and other ads as well so definitely make sure you're subscribed to not miss those videos however for now we're going to just click on search then we could also take one of these boxes right here about the results that we want to get from our campaign however we're not going to take anything here we're going to do that later at the ad level so we're just going to click on continue here for now now here we're going to define the settings of our new campaign so the first thing is to give our campaign a name right here so I'm just going to name it search campaign and as an example for this video I'm going to set up a campaign for a website designer that is looking for more clients through Google ads so I'm just also going to just type in um website design all right and then under networks you definitely want to uncheck the display networks because we only want our ads to show up for people who type in specific keywords that's how we're going to optimize later on and that's just not going to work with display networks then in the beginning for Google ads I usually also untick search Networks because I only want to show up in the Google search engine and then maybe later down the road if I have exhausted all the traffic from um Google from the Google search engine then you might want to also uh use the search Network and see if this is profitable for you as well however I would definitely start out without the search Network and definitely without Display Network then here we can go to show more settings here we can set a start and an end date for your new campaign now it does make sense to set your start date maybe a couple of days from now so you have some time to set up also conversion tracking for your ads and also more time to set up more ads and more campaigns um and then if you're uh if you're at risk of forgetting that you have set up your ads you also definitely want to set an end date for your campaign and personally I don't set an end date because I know that I'm going to check my ads in the beginning probably every single day and then probably every single week so I don't really need to however if you forgetting to stop your ads and then your credit card will just keep being charged and there's no way to get that money back so definitely set an end date if you are at risk of forgetting that you have set up Google ads um then we're going to skip these two for add schedule this one might make sense for you if you um want people to call you or if you want people to visit your local store because then only want your ads to show up probably Monday through Friday at office hours where you can actually pick up the phone or where somebody's actually at your store being able to sell stuff so then you could maybe go for Monday through Friday and then I don't know AG chills uh 5:00 p.m. however if you're going to sell 24/7 or get least 24/7 I would just keep this at all days and later on if you realize that you get more clients maybe on Monday or if you never get clients on a Sunday you can just um never have your ads show up on a Sunday so you can optimize later on once you have gathered some data into your account under targeting and audience segments you want to Define on where your customers are located so you definitely don't want to have your ads show up in Europe if you're not going to ship to Europe or if you're not going to work with clients in Europe so you definitely want to just um show your ads at a location where where your customers actually are so by default is set to United States right here because um my location is currently United States or my VPN is set to United States I actually live in Switzerland um but then if you want to narrow that down you can also click on enter another location and then click on advanced search right here then you can just type in any location that you want to include or you can also exclude specific locations so let's say I only want to work with clients that live in New York I can just type in New York click right here and then I can see the area here on the map as well then I click on Save and that's basically it you can also add as many zip codes or or just um cities as you want to and then the ads are just going to show up for people who actually are located there however there's one more thing we need to do we need to click on location options and then here we need to change from presence or interest to presence because by default Google has said up so that people that are interested in your location that you have set up will also see your ads this might make sense if you are like selling real estate and the people that are interested in real estate at a specific place are not actually living there yet however for most other people it only makes sense if you just take the presence because you actually want people to be present there you want people to live there so you can actually work with them or ship products to them then exclude this is set up by default correct ly presence and that's fine and then for languages you simply want to use the language of your customers or clients so by default it is set to English right here which makes sense because um I'm also going to set up my ads in English and my customers speak English so that's what I want to use if you're going to set up your ads in Spanish for example then um just use Spanish right here all right so let's move on to budget and bidding so here under budget you can set an average daily budget for this campaign and you can also set uh what currency you want to use to pay Google with so I here would just recommend to use your local currency which for me is Swiss Franks um because I live in Switzerland but if you live in United States and just use United States dollars and then here we can set an average daily budget so for example we can say that Google should not spend more than $10 on average for our Google ads in a single day now why on average because sometimes Google is going to spend more than $10 up to twice the amount you set here so Google is allowed to spend up to $20 uh per day but on average it's not going to spend more than uh $10 in a month so as you can see here in this little overview uh here it's also set to $10 and then on Sundays it will spend more because maybe on that day you would get more traffic more people search for your keywords but then on other days you're going to spend less and um you're not going to spend more than the the amount you set as a budget times 30.4 because that's the average amount of days in a single month so I would recommend to just um set your budget to at least $10 um I actually would like to go a bit higher because if you go higher then you would then you're going to get more clicks and um you're going to get data in your account quicker which means you can also optimize quicker because um you you're going to need some data you're going to need some Clicks in order for you to optimize your ads and if you're going to gather that data over the course of um let's say 2 weeks or maybe two days the data is probably going to be the same so personally I like to go to $50 even so I get more data quicker so I can make decisions quicker or turn off my ads even quicker um so I can move on in my business however you can set it to $10 to start out with that's totally fine I wouldn't go lower than $10 though so now let's move on to bidding so here is where we can Define our bidding strategy and also decide on a maximum that we're willing to pay for a single click on our ad because the Google ad system is an auction meaning that there are certain keywords that people can basically bid on and then the one who is willing to pay more for a click for that specific keyword he has a higher chance of actually showing up for that specific keyword however it's not only how much you're will willing to pay for your click it's also other things which we're going to look at now because now I want to explain to you how the Google ads bidding and auction system actually works because if you understand this then you probably are way ahead compared to the other I don't know like 90% who don't understand how this works and this is probably going to be the one key information that is going to determine if you're going to be successful running your campaigns on Google or if you're going to just be unsuccessful and not profitable okay so bear with me here because this is really important so the price that you're going to have to pay for a single click on your ad is defined by the following formula it's the ad rank of the person below you divided by your quality score plus 1 cent now I know you don't understand this yet because you don't know what an ad rank is you don't know what a quality score is but I'm going to explain it to you exactly in this part so let's say we have four advertisers number one two three and four each of these advertisers set a maximum cost per click limit so Advertiser number one sets his cost per click limit to um $2 meaning they're not willing to spend more for a single click than $2 Advertiser number two sets us to $43 $64 $8 now um each of those advertisers also have a quality score for the ads that they are running so what is a quality score a quality score is basically the quality of your ad this is defined by three different metrics the first one being the landing page experience so Google is basically tracking what people are doing when they click on your ad did they actually find what they're looking for are they engaging with your page are they clicking on things so they're tracking everything there then if they are very if they seem very happy after after they clicked on your ad then you're going to get a high score on your landing page experience because Google cares about relevancy they care that the Searcher is actually going to find what they're looking for which makes uh which is the the product of Google so the second metric is ADD relevancy how relevant is your add to the search term so if I type in um website designer in New York and then the ad shows website designer in New York then this ad is very relevant to what I'm looking looking for and then the third metric is expected CTR so CTR stands for click through rate which means that if 100 people see your ad and 10 people of those 100 people click on your ad you're going to have a 10% clickthrough rate and the higher the click through rate the better your quality score because Google only makes money when people click on your ad and Google is a business they want to make money so they want you to have a high click through it so they make money and then you're also going to get an ad rank now the ad rank will Define where your ad will show up in the search results the higher your ad rank the the better your place will be on the search results so the the person with the highest ad rank will come up first in the search results so how is the ad rank defined well it's simply the max bid times the quality score so here for advertising number one it's $2 * 10 which is the quality score which is 20 for the second Advertiser it's 4 * 4 which is 16 so now you probably think that the person who has the best place in the search results which is all the way on the top probably has to pay the most amount of money for a single click well when we actually calculate this formula here on the top you can see that this often times is not the case so as you can see here the person on the top actually has to pay the least amount of money per click so they pay $161 now how is this calculated well it's the formula on the top so the ad rank below uh the ad rank of the person below advertisement number one is 16 so it's 16 divided by your quality score the quality score of advertise number one which is 10 so 16 divided by 10 is $160 then plus 1 cent is $161 then advertise number two is 12 / 4 + 1 cent is is $31 so through this bidding formula Google basically incentivizes advertisers to create ads that are most relevant to what people are actually looking for so that people will actually stay on the Google platform and what we can learn out of this mechanism is that in order to be successful with Google ads we need to have a very high quality score because this will Define our ad rank this is a multiply for our ad rank so we want to have the best landing page experience we want to have the best ad relevancy and we want to have the best expected CTR this is going to be the basis of our Google ads strategy that we're going to go over in in a moment here so I hope this was kind of understandable for you if it wasn't please watch this part again because you really have to understand this in order to make the right decisions when it comes to your Google ads campaigns okay so what are we actually going to set here for our bidding settings so here we can Define on what we want to focus on do we want to focus on clicks or impression share or later on we can also focus on conversions which does make sense if you already have some data inside of your Google ads account well what I recommend to do is to click on H select a bidding strategy directly not recommended because Google wants to kind of guide you but uh uh they don't really are able to make the best decisions for us so we want to make the decisions for us elves so we can actually optimize what works later on so we want to click here and then we want to go to select your bit strategy and click on manual CPC right here what that allows us to do is then we can set for every single ad we can set our maximum cost per click that we're willing to pay which gives us a lot more possibilities later on to optimize um our ads so this is really the most Hands-On approach and here we can just set our maximum cost per click later so this is really what you want to go for um for your bidding strategy then here we can also set up ad extensions now I do recommend to set up ad extensions because they make your ad bigger which gives you a higher click the rate on average which we have seen before having a high click the rate is very important however we're not going to set up the ad extensions right here on the campaign settings we're going to set them up later after we have set up our actual app ads so for now we're going to just click on Save and continue right here so now we are at the ad group level so we can now set up our ad groups for the campaign that we have just set up however before we going to do that we're going to quickly look at the Google ads account structure because if you understand this it's going to make your life 10 times easier running Google ads because then you are organized and it's just not going to be a mess so what we've done so far is we've created a Google ad ads account for our business which is the website design business as an example here and then inside of our Google ads account we have set up our first Campaign which is a search campaign and then inside of our search Campaign which is the place we are now um we can set up different ad groups now there are different strategies on how to set up your ad groups what we're going to do is we're going to set up our ad groups by interest so for one ad group we're going to have one interest one intention meaning that we're going to put keywords inside of our ad group that are related to a singular intention so let's say um the intention could be somebody is looking for a web designer that can build them a WordPress website so a keyword might be WordPress website design and then for this specific intention for this specific interest we're going to look for more keywords and then we're going to craft the ad so that is most relevant for this specific intention then another one what might be website designer New York so this person might be interested in a website designer that is located in New York so then we're going to find all the keywords that are related to finding a website designer in New York we're going to put them in the in this specific ad group and then again we're going to create the ads to be the most specific for that specific intention the reason why we use this strategy is because because um like we've seen before the click through rate and the ad relevancy are very important so with this strategy we we can create ads that are very relevant for what people are actually looking for giving us a high click through rate a high CTR and also a high ad relevancy and then if you have a good landing page that actually delivers what you're promising in your ad you're going to also have a good landing page experience giving you a good quality score which makes your ads cheaper and also so converting better so this is our strategy so let's set up our first ad group now first we have to give our ad group and name so I would just name the ad group based on the intention that the person who is searching for something has so in this example this person would be looking for a um website and this should be a WordPress website so I would just type in website plus WordPress because I'm a website designer business and I can do all kind of websites but here I'm going to focus on people who want to find a WordPress website designer now um the default bid this really depends on what kind of industry you're in so there's a website called um wordstream and they have gathered the average cost per click for specific industry Industries um for 2021 so here you can get an idea of what you can expect to pay for um for a click now if you have better ads and a higher click rate and everything you're probably going to pay less than that so I usually don't just use these prices here because mostly I think they're too high and I would rather start with a lower um cost per click limit and then if I don't get any traffic I'm just going to increase my Max CPC and then um I'll see where I land so you can see like what industry you're in for my example here I would probably be in the business services um category so there we currently have a average CPC of $490 now um I wouldn't use $490 right here what I'm going to use is just like $2 to start to start out with now again if you're going to sell physical products you probably want to uh start with $1 but it really depends on your industry as you can see here so for example Furniture you're going to have to pay less but then um like Legal Services you're going to have to pay a lot more so uh I'm going to start with $2 right here for the default bid I can always come back and change this later and now we're going to have to find some keywords that we want our ad to show up for now there's a couple of ways how you can find those keywords and later on I'm going to show you how to use the Keyword Planner inside of your Google ads dashboard to find more keywords but here we can also find um some good keywords so you can either just type in a URL so you can type in for example URLs of your competitor and see what keywords come up but you can also just type in a product or service um so basically a keyword and then see what other keywords come up that are related so I would just type in the product that I think people are looking for here which is um let's say WordPress website designer so somebody's looking for a WordPress website designer then I'm going to click on get keyword and then Google is going to give me keywords that are related that people are typing in who are looking for a WordPress website designer so here we can see we have website design WordPress website company WordPress design custom WordPress design so what I would do here I would just go through these keywords and then only keep the ones that I'm really sure this the intention behind those keyword PE somebody who was typing in that keyword is actually looking for my product or my service so for example WordPress design this could also be somebody who's just looking for a tutorial on how to create a WordPress website so I'm going to delete this keyword right here but WordPress website web design company this is probably somebody who's looking for somebody for a company creating the website for them which is what my business does so I'm going to keep that keyword and then I'm just going to go through the entire list and and I'm going to just create a set of keywords so now I've gone through all these keywords and I've just kept the ones that I think have the intention of hiring somebody who knows how to uh to create a WordPress website so the next thing we're going to look at is keyword match types which defines on um at what variation of my specific keywords the ads should actually show up for so there are three different m types there's the exact match the phrase match and the broad match so for the exact match you're going to have to put brackets around your keyword and that will tell Google that your ad should only show up when people type in that exact keyword or a close variant of that keyword so for example for women's hats it could be it could show up for women's hats hats for women's hats for women and so on then you have the phrase match um for that you're going to have to put quotation marks around your keyword and then your ad could show up for any phrase where your keyword or a close variant is part of that phrase so for example buy women's hats women's hats for sale and so on then you also have the broad match where your ads could show up even when only a part of your keyword is in the search term or also a synonymous in the search term and basically um it's going to show up for a lot more even though uh even when the the keyword is only like little bit related to what what your keyword is so I would never use broad match especially in the beginning so what we're going to do is we're only going to use phrase match and the exact match now the manual way to do this is to just um copy all your keywords then paste them in here again and then use the first part here to just put in the brackets and then use the second ones to just also use the quotation marks um however that process is kind of too long and there's a quicker way so what we're going to do is um we're just going to copy all our keywords we're going to go to a site a free site called keyword match type tool we're going to paste our keywords in right here and then here we can select what um kind of match types we want so we're going to take the phrase match and the exact match we're going to click on make keyword list and then we can simply just copy all those keywords right here go back to our account and then we can just copy them in here and that saves us a lot of time great so now we've just set up our first ad group and what you can do now is go on and create more ad groups so here click on new ad group right here and now we're going to use a an ad group for a different intention so now it might be people who are looking for um website in New York website designer in New York so here again let's say $2 default bid and then we're going to type in website designer New York uh as a seed keyword click on get keywords and then we're going to see what comes up we're going to sort these keywords use the phrase match and the exact match and then we're going to move on to the next ad group and so on so you can just set up all these ad groups right now or you can also finish the one you have already set up and then come back later for time purposes I'm just going to delete this second ad group and I'm just going to move on with one ad group for now so I'm going to click on Save and continue here on the bottom left and now we're going to have to create ads for the ad groups that we have just created so here on the top you can see the ad group that you're currently in that you're creating the ad four and then you have the keywords that are in that specific ad group then you have um kind of a guide of Google that tries to help you setting up your ads you don't need to pay too much attention to that to be honest then here on the left side you have um the place where you need to type in your url your display path and also your headlines and description and then on the right side you can see a preview of your ad on the mobile version and also on the desktop version so let's start with the final URL this is basically where people will end up on when they click on your ad so if you're going to advertise your store you want to put the link for for your store if you're going to advertise a product put the link to your product or if you're going to advertise a service just the link to your service so in my example I'm just going to use a random website websit designer.com probably this website exists I don't know um for/ Services um now if you want to increase your landing page experience you want to create a specific landing page for your for your ad group so this ad group is for people who want to have somebody create a WordPress website so maybe I create a landing page where it's all optimized for people who want to create a WordPress website to make it more relevant however um in reality you're probably not going to create a page for every single ad group so you can just send them to your services page as long as it's relevant still for what people are actually looking for then the display path so this is what people will actually see as the display path before they click on your ad so this doesn't have to be the actual final URL that you have typed in here before so what I would recommend you do here is to use the keywords that um you're targeting so um we want our ad to be the most relevant for our keywords so in this case I would type in something like web web developer um WordPress because then it's very relevant to what people are looking for giving us a high relevancy giving us a high quality score um making us pay less for our ads so then we can move on to headlines here basically the same principle you want to use um headlines that include the keywords um that you are going for so I've just now created some headlines for this specific ad that's targeting people who want to have a WordPress website created so what I've done is for the first keywords for the first headlines I've just used um the keyword so WordPress website designer WordPress website agency we create your WordPress website just like the first thing that people need to see that they know they are at the right place and then I've also used some headlines addressing some objections some pain points that the typical client the typical customer has before they want to buy so let's say um somebody who wants to have a WordPress website they're afraid that they're just going to spend their money and they're just going to get a crap website that is not working so that's why I put 100% money back guarantee so if you're not happy you're going to get your money Bank back and um also unlimited revisions so if you're not happy we're just going to keep optimizing or making your website uh how you want it until you're happy so you really have to know your customer to be able to create good headlines what you can do is you can also just type in your keywords look at what the competitors are doing and see what kind of objections or pain points they're addressing with their ads now um Google is going to show at least two of those headlines here they're going to rotate them um and sometimes they also show three but usually it's just two in the beginning and um what you want to do is you want to make sure your keyword headlines they show up at the first position right here because I don't want to have people see 100% money back guarantee at the first position of the ad so what I'm going to do here is make sure that um this is click on this pin right here and then click on show only in position one here for the second one as well only in position one and do that for all of your keyword headlines to make sure these only show up in position one and then for the headlines that should not show up at the first position and only at the end of the ad I'm just going to go to them and go to the pin icon and make them show up only in position three so for example 100% money back guarantee I don't want to have that show at the first or the second position I'm going to have that show only at the third position so I'm going just going to go through that as well unlimited revisions um maybe save time and money also position three so you can just go through that on your own and then we also going to have to put a description for our ad now don't spend too much time on your description because it doesn't matter too much people are not going to read your description they're just going to glance over it and um so what I would recommend is to just put some keywords that you're going for so for me this would be like WordPress website website developer and stuff like that and also put put some numbers because people are gravitating towards numbers and that can increase your click rate but what's more important is that we actually use up all the characters that we have available here which is 90 characters because that will make our ad bigger which um will increase increase your clickthrough rate so I've just put in this description right here using keywords like web design agency Uh custom WordPress website and some numbers like 48 Hours 100% money back guarantee 500 plus happy clients and stuff like that and that's all we need to do to set up the ad for our ad group now what you can do now is click on done and then go to your next ad group and create uh the ad for that specific ad group now because I only have created one ad group here for that campaign I I'm already done with my ads so now I'm going to click on Save and continue now you're going to have to put in your credit card information that will be charged for uh running the ads on Google um once you do that you're going to get to your dashboard and don't worry your ads are not going to run immediately because they're going to have to be uh approved by Google first anyway so just type in your credit card information here and then we're going to move on in the dashboard here we're going to click on explore your campaign and now we are in the Google ads dashboard so this is the expert mode version of the Google ads dashboard so if you're going to have a simpler looking version of this and you want to change to this one and what you're gonna have to do is you have to go to tools and settings on the top and then on your dashboard it will say something like switch to expert mode and then you should just click on that button and then you're going to have a button here somewhere on the top where it says switch View and then you should be able to get to this screen right here so what we want to do now is set up some ad extensions for the ads that we have just created here you can see an example of what the ad extensions are so the site link extension is the most prominent one which basically goes to different pages on your website for this example this is a watch store and they have added some sidelink extensions going to the men's best sellers women's watches watches under $100 and so on so these are um very good to add because the because they make your ad a lot bigger and people have a lot more possibilities um where they can click on so this basically increases the click through rate of your ad then you also have structured Snippets and call it extensions this is basically just an extension of your description for your ads making also your ad bigger this is also why you want to use them now a lot of the time Google will not show these ad extensions but you want to have the possibility to have these show up if Google decides to to show them for you so to add these extensions we're going to go to our dashboard then we're going to click on ads and extensions and we're going to click on extensions right here then here we're going to click on the plus sign and we're going to decide on what kind of extension we want to add so I'm going to start with the S link extension so here we can um first of all decide on what kind of level we want to add these so do we want to add these for all of our ads for our entire account or we only want to add it for a specific campaign or even for specific ad groups now here I'm just going to add it for a campaign the one that we have just created so I'm going to click on campaign right here I'm going to choose our campaign that we have just created click on done and then I'm going to create my first s link extension um one that is very often used is just a contact uh us seling extension where you can um have people going directly to the contact page you can type in a description as well um the description is not always going to show up but sometimes it will show up as well so here you can just type in in something like uh get get a quote for your website today again I'm going to try to use up as many characters as I can here 35 as possible also add a second description line here and then the final URL um for the first couple of sing extensions you have to um use a different URL compared to what you have used before in your ad group so um and then afterwards you can also use your your main URL so your landing page but this would be for example https um website designers.com design.com cont uh contct right so then you want to add like um like eight sideling extensions I would at least add four and um and then once you done that you're going to click save and you can go to the next extension so to also add the other extensions we're going to again click on the plus sign right here and then I would also add call out extensions structured Snippets and then the other extensions might make sense for you um depending on your business so if you want people to call you then you also want to add a call extension um typing in your phone number so people can see that um before they even click on the ad so again it will not always show up but it can show up and it can help to get more customers then you can also do location extensions and a lot other stuff so you can go through that on your own and just set up the extensions that make sense for your ads another thing I want to look at is negative keywords this is also very important because it's going to save you a lot of money so you don't waste money on useless clicks so when we go to keywords here on the right side and then click on negative keywords here we can add keywords that when people type those in we don't want our ad to show up for those specific keywords so here we can click on negative keywords and then we can type in stuff like free for example so when somebody types in website creation free then I don't want my ad to show up for for that because those people are definitely not going to convert into a customer or when people when when for example I sell specific water bottles and then people type in a specific brand of a water bottle and I'm not that brand then I don't want to show up for because those people are already they already know what kind of brand they want to buy from they don't want to buy from me so you can type that in here as well uh and then you can um click on Save Right Here Again you have to first choose a campaign uh or an ad group so I'm going to select the campaign that we have set up before right here click on Save and then once it's saved your ads are not going to show up for um for keywords that you have typed in here and here also the same match types apply that we have looked at before when we have used the keywords for the add groups now you want to build your negative keyword list over over time while you're running your ads so let's say every couple of days you come into your Google ads account and you go to um keywords click on search terms and then here you're going to see all the Search terms that you going that your ads showed up for that resulted in a click and you want to look at those keywords and then think about did did I have a possibility of this person who typed that in actually having convert into a customer and if the answer is no you want to add that specific keyword to your negative keyword list and over time you're going to find that you're going to spend less money on useless clicks and uh your profitability will increase that way so this is an optimizing strategy as well and now the last thing I want to Target here in this tutorial is how to find more keywords that you can Target for your business so here on the Google ads dashboard we can click on tools and settings on the top and then we can come over here to the left side and click on Keyword Planner here we want to click on discover new keywords and then you can either type in a website maybe a competitor and find keywords that way or what we're going to do is we're going to start with keywords so here we can type in seed keywords like a broad keyword that you're going to use as a seed key seed keyword to find more keywords that are related to um your business so let's say website website design as a seed keyword and um what we also going to have to make sure is to that the language is correct so here it's set to German so I'm going to change it to English and then the location I'm going to change it to United States click on Save and then click on get results now here again on the top you can see United States English and Google search engine and then also uh the the results for the last year so the last 12 months which is fine and then you're going to have all the different keywords that Google things are related to your main keyword right here so you can see we have 707 keywords keyword ideas so what you basically want to do is you want to go through them and find keywords that you maybe that you maybe didn't think of that you can also Target and try out to get some new customers or clients and because we have sorted our ad groups by interest or intention you want to sort them you want to basically click on download keyword ideas um and then you want to basically sort them into different intentions so we can create new ad groups with those specific keywords now it's going to take some time to go through all these keywords so there are a couple of ways how you can basically narrow down the search one cool option right here is the refine keywords um option here on the right side so I can click on brand or non-brand and then because for example I have a let's say I have a business that only creates websites using Wordpress then I want to untick all of these other platforms like Wix Shopify Squarespace uh Magento wi wibbly uh Drupal and jumla um so I want to uncheck them so now I have only 672 search results left so then I can also go through these other brands I can also go through the services so maybe I don't offer graphic design so I'm going to un check graphic design logo design and stuff like that and that way I can already narrow down my search and it makes it quicker to find the right keywords for me so again you can just um just take all the keywords that you want to to download then click on download the keyword ideas then I will just put them in an Excel sheet and just um sort them like this and then you can create a new ad group for specific uh kind of angle specific intentions that you have discovered here in the Keyword Planner so the next step is going to be to set up conversion tracking on your landing page that way you'll be able to track your sales your your leads or whatever you were going for with your Google ads it can be like a contact form opt-in or people who watch a specific video or something you want to make sure you track that because this is going to be the basis on how you're going to optimize your Google ads in the future once you have some data inside of your account so I'm going to leave a video down below in the description which will show you how to set up conversion tracking on your um landing page and on your Google ads account now give this video a thumbs up if you found some value in it also make sure you have the Subscribe button clicked and the notification Bell turned on if you don't want to miss my future Google ads tutorials with that being said thank you very much for watching and I look forward to seeing you in the next video