How To Set Up a Google Ads Campaign 2019 | High-Ticket Affiliate Promotion Example


Hi, my name’s John and in this video, I’m
going to be leading you through Google Ads setup whether you’re running your own
business or you’re doing marketing for another business. And I’m going to work on
taking you from beginner to expert through the course of this video. So, if
you’ve never advertised on Google Ads before, I’m going to lead you through the
process and help you understand the whole thing. And we’ll also be going over
necessary vocabulary to know in getting started advertising your business.
Whether you are running a local business, a national business or you know, even
just an affiliate marketing business. I’ll be explaining to you the major
terms you need to know and some more advanced terms that will help you take
your ad campaigns and make them very profitable so that your business gets
more leads, more sales or just more exposure online using the power of
Google. Now, let’s get into it, stay tuned. Now, real quick. Before I go into the
Google ads set up, a little bit about me is that I’ve been advertising on Google
for over 10 years. And I currently run a business in the digital product space
and currently spend about $200,000 per month for my business with
Google ads. And Google Ads has been very good to me. W e make a very good ROI on
our spend on the Google advertising platform. And I’m going to be sharing with
you some of the real ninja tricks that I use to make sure that money I spend on
Google ends up being very profitable for my business. Now, furthermore my
background I used to work for an ad agency. And I’ve managed over 500
accounts. I was the director of advertising at 2 separate ad agencies
and the director of e-commerce at another ad agency. So, I’ve seen hundreds
and hundreds and hundreds of ad accounts and trained dozens of people on Google
advertising in person and trained tens of thousands of people in Google
advertisers online. So, I’m coming from a place of a lot of experience when
and I say that I know what I’m talking about. Now,
the first things to understand when you’re starting with Google advertising
is you need to understand what a campaign is. Now, a campaign comes from
the kind of war term, like a war campaign. You’re going to attack a village or a
country or a region. And a campaign is basically just the basic
organizational group for your advertising. And just like war campaigns
go on a particular path. An ad campaign is not exactly a war, you’re really just
trying to get customers attention. And it’s a particular folder for a type of
advertising that you’re doing whether that’s you know search advertising, video
advertising, display advertising, etc. An ad group is the next organizational
element that is within Google advertising. And within an ad group,
that’s really where you set the targeting. You figure out who are you
showing your ads to. Are you showing it to people who are interested in dogs? Are
you showing your ads to people who are interested in cats? Are you showing your
ads to people who are searching for laptops? Or you showing your ads to
people who are searching for you know, mobile phones. You know, whatever that is
you set that targeting in the ad group level and then we move on to the ads. Now,
underneath each campaign, you can have multiple ad groups. And underneath each
ad group, you can have multiple ads. So, just kind of the diagram here, right? It’s
a pyramid scheme guys. It’s a pyramid scheme. Look, its pyramid shaped. That’s a
bad joke. Advertising is not a pyramid scheme. But what this is, is what you have
multiple ads for is you want to continually split test which ads work. So,
we could play this game with what marker gets more attention? Does the red marker
get more attention or the black marker gets more attention? I don’t know. I guess
is the red marker. But the point is when you’re doing advertising, you want to do
put up the ad that gets the most attention. Now, if this ad gets 20% more
attention than this ad, well we end up saving 20% effectively when we
go with this ad versus this ad. And if you do enough
split testing over and over again, you win the game.
So, before I jump into the more advanced terminology, let me go into google and
show you some actual campaigns. What’s up guys? Now, to get started with Google Ads
what you want to do I mean it’s it’s pretty obvious. You search for Google ads
and you’re going to click here to sign up if you aren’t already signed up. But
let’s dive right into the campaigns. Here we are in the Google advertising
dashboard. Now, what you’ll want to do is you’ll want to click this little button
right here. That’s the campaign button and you’ll click new campaign to setup
your first or maybe you’ve already done this before ad campaign. So, if you’re
completely new to advertising, you’ve never set up a Google Ads campaign
before, if you could please just type in the comments say, “I’m a total newbie.” And
you know… Or total beginner, that would really help me understand where
everyone’s coming from. And similarly, if you’re an expert and you’ve done this
many times before, let me know in the comments. Type in “Many times before.”
Something like that. Just say like, “This ain’t my first rodeo, boy.” To let me know
if you’ve done this before because I’d like to understand where you’re coming
from when you’re watching this video so I can make future videos better serving
you. So, after I click new campaign, we’ll see we get a bunch of selection. So, we
get sales, leads, product, brand consideration. We get all these different
options. Now what I prefer to do is I prefer to actually just create a
campaign without the goals guidance, okay? And after you click that button, you will
get a bunch of different campaign selection types here. Now, one thing to
please know is that Google Ads is changing their interface basically every
other week. So, what the interface looks like right now, it may look different
when you’re watching this video. So, what I’m going to focus on, you see we have
search display shopping video app and smart ads, okay? So, what we want to focus
on for this is I think Google’s standard advertising which is search advertising. And I found this to be the most
effective. Then Google will ask you if you want to drive website visits phone
calls or app downloads. Now, if you’re a business that works primarily off of
phone calls, phone calls are a great way to get people if you’re a local business
such as a you know, a plumber or something like that and you just want
people to call your cell phone or your business phone or something like that.
Phone calls are a great way and you don’t even need a website to start
advertising on Google. It’s just click to call. People are
searching on their phone, you know, I need a plumber or pipe burst and you’ll show
up. Now, at this step, that’s asking me for a business website. So, I’m actually just
going to find a link for a company that I work with called regal assets.
I work with them as an affiliate marketer. So, I’m just going to go over here
to their dashboard and I’m going to get some landing pages. Now, this is a company
that pays me a commission every time I refer them somebody who invests with
their company. This is a investment company that an alternative assets
investment company that I’ve been working with for a number of years. And
they pay me to do marketing for them. If you want to learn more about what I do
for a living and how I earn my income, I’m in a space called affiliate
marketing. And you can subscribe to my channel. Make sure you hit the
notification bell and check out some of the other videos on my channel where i
talk about affiliate marketing. And I talked about different business models
that you can make money online. But I personally make my income through
affiliate marketing and I’ve made millions of dollars a year the last few
years with this business model. So, we have the website copied and we’re going
to go back to Google where we are going to input our website. And let me zoom in
a little bit where we pasted the website and we’re just going to click continue. So
boom! We just set up our first search campaign. Now, we have to set up the ad
group and other information. So, I’ll just call this you know, YouTube demo, okay?
Just because it’s a demo. Now, in this,
we only want to advertise on search, okay? One thing to note is you should never
mix search and display advertising. There are two completely different types of
advertising and trying to cross pollinate with the same targeting is
going to end up losing you a lot of money. Only select one or the other. Okay,
so now we’re going to scroll down here. There’s nothing that we’ve really care
about to set here if you need to send an end date you can set it right there. But
don’t worry about these settings. Next we’re going to go to targeting and
audiences. And this is where we set where we want to advertise to. In this case, I’m
going to set the ads to go to United States. So, this targeting is fine. But if you
want to actually you know, target specific areas, you can just type in
bahamas. And here we have Bahamas. And I would click target, you know… Maybe I want
to target Puerto Rico. Click target and American, Samoa. And I just click…
Again, just type it in and click target right there. Cool. Easy stuff. Languages as
you see, we already have English selected. But if you want to target different
languages, you can add in different languages and they will be added in
right there, okay? Now, if we’re doing search advertising, I don’t recommend you
actually select any audiences. Audiences are targeting form that you might use
for display campaign or something like that. So, we’re going to ignore this
selection right now that’s for more advanced types of advertising. We’re
going to focus on search. Now, the budget we’re going to set for the day is we’ll
just say $20, okay? So $20 is a good budget if you’re a
small business. I generally set my budgets a little
higher but we won’t go into that. Basically $20 right there and we will
set our delivery method for accelerated. Now, the reason we set our delivery
method to accelerate it is because the goal is not to waste money. So, if we do
our targeting right, if we make sure our ads show up on the right keywords –we
want to show our ads as many as possible. We want to show them as much as possible.
We’re not trying to save money here because
we’re trying to spend money to make money. So, if every $20 we spends makes us
$40, we want to spend it as fast as possible. We don’t care about drip
feeding it. That’s kind of scarcity mentality to advertising. With
advertising, you have to think of abundance mentality. But at the same time,
we have our daily budgets set at $20. So, she we shouldn’t be spending
more than 20 dollars a day while we’re testing and trying to get that, you know…
Get that ROI or that point where we can spend $20 and make back the
business more than that. So, the next thing we’re going to focus on is we’re
going to focus on the bidding. So, we see right here is bidding. And let me know in
the comments below if this is a brand new advertising account. Let me know in
the comments below if this is brand new. If you’re brand new, you won’t have
conversion tracking setup. So, we’re not going to go with conversion tracking yet.
Once you get more data in your campaign, you can do that. But we’re going to focus on
clicks for the time being because I’m just going under the assumption. You
don’t have conversions yet. Now, we’re not going to set a maximum CPC bid this is an
optional thing and we don’t need to worry about that right now. By default,
it’s set to maximize bids which is fine. Now, the next thing I’m going to look at is
I’m gonna look at show more settings. Now, if I was advertising a particular
company which only took phone calls, right? Let’s say you are a plumber and
you want to get more leads to you know, people calling you that have broken
pipes or whatever. You’d advertise on burst pipe. And… But you’re not going to take
a phone call in the middle of the night. So, what you would do is you would go to
this selection right here add schedule and you would just say, “Hey, Mondays
through Fridays, I’m only taking calls from 7 a.m. to let’s say want to
end the day early at 4 p.m.” So, that’s what you would set your advertising to.
So, that way your ads only show at the times when you’re going to be available to
actually take the call. The next setting is ad rotation. And this is fine. We don’t
need to do anything here. It says prefer best performing ads. Sometimes I will
change this to do not optimize because I’m in my advertising accounts every
single day, it’s my business. But we’re just going to leave it at optimize. Last but
not least our ad extensions. And you’ll see they have a little marketing thing
here. Get up to 15% conversion rate by adding additional
information. And that’s true. But let’s not complicate anything. Let’s just focus
on getting your ad up. And you can come back in later and add you know these
different call extensions which is the phone number.
Call-out extensions, etc. You can add these all to your account very easily.
But the most important thing with advertising, if you’re a small business
is just getting that add up because that’s… You know, that’s the
first step if you don’t have marketing if adds up. Your competitors probably do.
And they’re getting those customers. So, next thing we do is we click Save and
continue. Whoo! We set up our campaign. Now, we’re moving on to setting up our ad
group where we’re going to set up the settings to actually determine where our
ad gets shown. Now, there’s a lot of work. There’s a lot of… You know, there’s a lot
of little stuff and setting up your first ad. But don’t worry, it gets easier
as time marches forward. So, here we are. As you see, we’re one… You know, basically
we’re half of the way done and we’re just gonna say you know YouTube’s test
group. And I’m going to say you know… I don’t even know what this setting is. Google is
adding new stuff all the time. But this is where we copy or paste our keywords.
Now, in the case of this company which I’m advertising which is named regal
assets. And you can see their their website right here and they you know,
request your free metals or crypto kits. They focus on people basically over the
age of 50 who are looking for alternative investments into precious
metal or cryptocurrency .So, they actually give me some of the top 20 performing
keywords for their particular niche. Now, what I’m going to do is I’m actually
going to take these keywords and you know what I could do is I could just
copy them and put them into an ad group and bid on them.
And save the group. But what I’m goinf ro do is I’m actually going to do research first.
I’m not just gonna go by what the company suggests I’m gonna go to what’s
called the Google Keyword tool. Now, to find the Google Keyword tool I just go
to Google and I’m gonna type in keyword oopsies I’m going to type in keyword tool
right there. And you will see the right here the second result which is kind of
odd is the Google Keyword research and keyword planner tool. So, within the
Google Keyword tool, we’re actually going to … There’s two options right now. They
change this tool all the time. It’s so frustrating. It may look different next
week. So, just bear that in mind. We’re not going to click on the discover new
keywords thing we’re actually going to click on the get search volume and
forecasts right here and what I’m gooing to do is I’m going to paste my keywords and
I’m gonna click this button “get started,.” So, now here we see a bunch of keywords
and you know what does this all mean now I have a typical rule for how I
advertise and I look for keywords that have between two thousand to ten
thousand impressions per month in the given place that I’m advertising and
then I create a keyword group around them so looking at this grouping we can
see that will just sort this by impressions and just to help you
understand my reasoning over ten thousand I believe is two untargeted so
you’re you know there’s a better ad group that you could go after if there’s
so much search volume. And under two thousand, I found is sometimes a little
too targeted. And you’re not going to get enough volume to justify having an ad
group solely devoted to those ads. My strategy with advertising has always
been based around efficiency so that one person can manage an account that spends
you know a lot of money .So, let’s check this out. So, the keywords I would be
interested in creating ad groups around are these keywords. And as we can see, “I’m
going to focus on this for right now.” Gold investment.
Now, the way I would do this ad group is I would actually do 3
key words you know as the very basics. So, what I would do is you can see right
here, there are 3 match types. Don’t worry too much about how this works. This
is a much… It’s you know, it’s a much longer explanation of how match types
work. But you can click this button if you really want to learn more about this.
So, the basic structure that I do is I will do a 3 key word ad group and I
will do one in exact match, one in phrase match and one in modified broad. Which is
a special match type that you know, you have to do research on if you really
want to find it. So, and I would just name the ad group gold investment. Now, this is
the, I found the best most efficient way to advertise. I generally try to keep my
ad groups around 8 to 12 keywords maybe only one modified broad
keyword which is the… What I call the route keyword of the campaign. And I
always named the ad group the route keyword which is gold investment in this
case. Don’t worry about that. If this is flying over your head, don’t worry.
Basically just remember, focus on keywords that are between 10 and 2
thousand searches if you are a national business. If you’re a local business, you
can you know. really you’ll only really need one or two ad groups for your
entire business. So, let’s save and continue here. Now, and keep in mind too.
There’s so many different examples of businesses here. There’s apt businesses
there’s video businesses. I can’t go over every single example. If you have some
questions, I’ll try to answer them in the comments. So, I hope you’ve been getting a
lot of value out of this video so far and learned something about Google
Adwords and how to set up your ads. Now, again. If you’d like to learn more about
this, I recommend you subscribe to my channel. Make sure you click that
notification bell so that you can get updated if I’m doing a live Q&A or
something like that. And like this video. On my channel homepage, you will see
there I have free trainings and mini courses I have a section about that
where you can act in a ten-part course about Google
AdWords for small and medium-sized businesses. And this is completely free.
So, you can learn about how to set up Google AdWords for your business. If you
want to learn more about what I do as an independent marketer or what’s called an
affiliate marketer, there are also other videos and trainings where you can learn
more about all the different ways that there are to really make money as an
independent marketer on the Internet. Now, I’m going to go into a few quick terms
that you might need to know and then I’m going to end the video. Now, CTR is
something you’ll want to know in order to optimize your campaign. You can look
up this term but the main other term is conversion rate or C-R. These are how
you’ll optimize your campaigns. Click through rate says which ad gets more
clicks and you’ll want to go with the ad that gets the highest click-through rate
when you’re split testing and you just continually do that. That’s marketing.
Same thing with conversion rate. If you are measuring conversions of somebody
buys a product on your site and one ad or one keyword is getting more sales is
creating more revenue for your company then another keyword. You’ll want to put
more of your money into this keyword and drop the rest of the keywords that
aren’t making you money. And that’s how you’ll optimize your campaigns. And you
do that over and over and over again and Your marketing gets more targeted. Now,
the way you actually measure if people are buying on your site is you use
what’s called a conversion pixel or a pixel right there. And again, you can
google these terms. There’s a lot more information on exactly how you can use a
conversion pixel and how you can optimize data based on CTR and CR. But
I’ll leave that for another video in the future. Hopefully you enjoyed this video.
Subscribe to my channel. Give this video a big like. And let me know, in the chat
or in the comments, what you found the most interesting about this video? Was it
setting up your campaign? Was it targeting within the
group? Or was it you know putting up ads and split testing and CTR and conversion
rates. Whatever it was, make sure you put it in the comments and let me know what
you’d like to see in future videos that I shoot because I can make sure to go
even deeper into Google AdWords as it is one of my favorite ways to market online
in the world I absolutely love this program. And I’ve been messing around
with it for 10 years now. It’s like up… It’s like like a brother to me. So, talk
to you soon. Hopefully enjoy this and looking forward to showing you more cool
stuff on my channel. See you soon.

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