Just wanted to share an awesome Google Ads interview I had with Andrew just a while ago where I describe how to create your Google Ads campaigns!
Here is the link to that interview that you can listen to (and download):
If you’re wondering who’s Andrew Hellmich, he’s a professional wedding and portrait photographer on the Central Coast of NSW, Australia.
He has been doing this for over 14 years and having this passion for his job has allowed him and his family to live an incredible lifestyle full of oversea holidays, amazing home, and great schooling for his boys.
Now, his goal is to help photographers worldwide take action on their passions and live their dream like Andrew is his.
Here is the link to his book: https://photobizx.leadpages.net/leadbox/142ed5c73f72a2%3A14ed3bdc0346dc/5692462144159744/
You can learn more about Andrew on his About page here:
So, back to the interview…
Here’s Some of What Is Covered In the Interview:
- Why Online Marketing is essential and why it works for anyone in business today
- Why did I shift my focus from Facebook to Google Ads?
- How to get started with Google Ads
- Expectations when first starting Google ads
- How to measure your success when starting out
- Do you need a website before running ads?
- Google Ads for the complete beginner – what you need to know
- How to start your first campaign
- What is the Display Network and is it worth keeping on?
- Adding, targeting and excluding locations and which option to select
- What is a good starting budget when first starting out?
- What do all the different bidding options mean?
- What is the best bidding option to choose when starting out?
- What is Ad Schedule and Rotation?
- Why you need to have different Ad groups
- My best advice when creating an Ad
- What are some reasons my ads aren’t showing or showing at the top of the results?
- What do all the keyword match types mean?
- What is the one keyword match type that Google doesn’t tell us about?
- What are negative keywords and how do they work?
- My tips for adding negative keywords
- What is a keyword planner tool and how it works?
- Why conversion tracking is absolutely essential when running ads
How to Get Started With Google Ads
So a few of these parts I already cover in my YouTube Google ads playlist, but if aren’t able to watch the videos if you’re driving, etc.. listening via podcast is an excellent alternative.
That being said, let’s start with the first part – setting up a Google account and creating your campaign.
The first thing you’ll need to do is to of course create your Google account, which you can do here.
The process is extremely simple – just fill out a few details regarding your name, address, etc… and end it with your credit card information so that you can actually pay for the ads, and you’re good to go!
After that, we can get started on creating the actual campaigns.
Creating Your First Google Ads Campaign
If you haven’t promoted on Google in a while, you might have noticed a slightly different layout.
Not to fear – that is just the updated layout and all the functions that were present before are still intact.
The first step you need to do is click on the little “plus” icon under the “campaigns” tab on the left-hand side in order to start creating your campaign.
Depending on your objectives, you would select from the given options there, but in our case and as the most simple option, we will select “website visitors” to take people to our website.
We are not ready yet for conversion tracking as we didn’t set that up, however you might also want to go for the “call” campaign objective as well depending on your goals.
Just enter the campaign name, fill in the rest of the blanks, and you are good to go!
Should We Select the Display Campaign?
During the campaign creation process, you may have come across this option of the “Display Network”.
Should you select it?
So this depends – are you trying to get your brand out there even if no one clicks, or do you want people to actively click on your ads?
For those unsure about what this means, the display network basically shows your ad on other people’s blog posts/websites/etc… you can narrow down the list that you want and include/exclude certain topics, but generally, I feel like you don’t have as much control over this as you would with just search campaigns.
Personally, I always keep display settings off, but that’s also because I’m an affiliate marketer and I found much better results with just the search network.
But, as mentioned, this is up to you, and so if your main goal right now is “brand awareness”, then this would be perfect for you so that people know you exist.
Keyword Bidding Methods
Fast forward a little bit and you should arrive at the keyword bidding option.
There are various options you can choose from, anything from conversion bidding, maximizing clicks, outranking competition, etc…
For starters, I always go with the Manual CPC method.
What this does is allows you to control the bidding individually for each specific keyword(s) you added.
With the “Maximise clicks” options for instance, the maximum cost per click is set exactly the same no matter what the keyword, which is bad, because some keywords may be performing better than others.
The “target outranking share” will allow you to place a bid (whatever it takes) so that you would outrank your competition.
But there’s no need to start with this – you can first see what the competition is like and only then select this option if you find that this is the part you are most struggling with.
Regarding the actual bid amount – that would depend on the competition and what the keyword planner gives as ideas, but I normally start with $0.25-$1.00 bids per click, and adjust accordingly.
If I know my product will perform well and there is lots of competition, I would lean more towards the $1.00 bid, and sometimes even higher if I know the ads are performing.
I’m thinking Photography for example has high competition, so I would start anywhere from $0.50 to $0.75 and then see how it goes.
If you don’t get the impressions you are looking for, you can always increase the bids later on.
So now that you have the campaign and ads in place, you need to add the keywords, because otherwise… well, your ads won’t run. Lol
The way keywords work is simple.
If you add a keyword and someone types in something into Google search related to that keyword (depends on your match type, which we’ll go over in a second), your ad will show up.
Otherwise, your ad will not show up.
So you need to select relevant keywords to your ad so that your ad shows and not only that, but shows to the right audience so that you are not paying for useless clicks.
That being said, we can’t talk about keywords without talking about the match types…
So there are 3 match types that Google does talk about (and 1 that it doesn’t, but listen to the podcast or watch my YouTube videos to learn about it) – exact, phrase, and broad:
When adding these keywords, as shown at the bottom, you can just in the word to have it be broad match type, you can put quotation marks around it for a phrase match type, or you can put square brackets around the keyword if you want it to be an exact match type.
Here are the definitions of these match types in my own words…:
- Broad match type: anything broadly related to the keyword that you add will cause your ad to show if someone types that in.So if your keyword is “monkey” and someone types in “orangutan” in Google search results, your ad will likely show up.
- Phrase match type: the words that are in your keyword MUST be present and in THAT specific order for your ad to show.So if your keyword is “buy online now”, ONLY if users type something into Google that has the words “buy online now” in that order will your ad show up, even if there are extra words before or after your keyword.
- Exact match type: the words that are in your keyword MUST be present and ONLY that word/words must be present in order for your ad to show.So if your keyword is “buy online now”, and someone types in “how to buy online now”, your ad will NOT show. This ad WILL show however for the phrase match type keyword.
So that explains keywords and the match types…
But, you need to also know negative keywords if you are to promote on Google…
What About Negative Keywords?
So negative keywords are the opposite of keywords…
If you added negative keywords, then your ad will NOT show up if someone types those keywords in.
You can add negative keywords by selecting the “negative keywords” tab at the top of your keywords tab:
Over time, you will come across the craziest of search terms (unless you have exact match types only) and so you will need to take action to make sure you aren’t paying for those clicks again.
And that’s where negative keywords come in.
Personally, I see the craziest of search terms for my affiliate marketing offers every day.
You can add these keywords every day, every week, or every month, but the more you do it, the more relevant your actual keywords will become.
The way I like to add these keywords is to keep a notepad handy and as I’m going down the list of search terms the users are adding in, I take note of the words that DON’T relate at all.
For example if you want to promote a skin care product for women, and someone types in “skin care game for kids”, the word “game” in that search term is probably absolutely irrelevant to what you are promoting, so this would be a great candidate to add to your negative keyword list. “kids” could also be a good candidate depending on whether your product can apply to kids or not.
Negative keywords follow the exact same match type style as regular keywords, so you can use broad, phrase, or exact negative keywords.
Do NOT Forget Conversion Tracking!!!
Before you think you are done, it is absolutely imperative that you set up conversion tracking for your ads.
You MUST know what is working and what is not if you are going to spend money on Google…
Setting up tracking is super simple.
Just click on the gear icon at the top of your dashboard, and select “conversions”.
You will then come across this screen:
Just follow the steps and fill in the blanks, and set up your tracking.
If you are not sure on what to do, you can always ask your web developer for help and can even email him/her the details to set this up for you.
And of course, I can also help if you are stuck with any of this as you can see on my services page.
Once you set this up, you will be able to see which ads/keywords/demographics/location/device/crazy amount of information of category converted the best so that you can pay more attention to what IS working and pay less attention (spend less) on what is not.
That is the secret of PPC advertising – you may not have a profitable campaign as soon as you start up, but after some optimization, you will be able to see what works and what doesn’t very clearly.
That is it for the Google ads creation process!
I hope you enjoyed this article, and if you want the full details, be sure to check out the full podcast here: https://photobizx.com/306+Ivan+Mana+How+to+set+up+your+first+Google+Ad+Word+campaign+for+photographers
As well as check out my YouTube channel (link below) and the specific Google ads playlist.
If you do need help with anything, I will also be happy to help and you can let me know what you are looking for from my services page here: www.amarketingessentials.com/my-services
Otherwise, thanks for listening/reading/watching and until next time!
Andrew also invites you to join him, so feel free to connect using any of the means below, especially if you are a photographer!
Andrew’s website link: https://photobizx.com/about/
YouTube channel: https://www.youtube.com/user/YourWeddingMadeEasy
Live Training on How to Create Evergreen Facebook Ad Funnels: https://photobizx.com/funnel
Thanks for reading/listening and I’ll see you in the next post/video!
And Don’t Forget to Join Me!
If you haven’t checked it out already, take a look at my YouTube channel as it would have most of these points covered in detail: www.youtube.com/onlinemarketingessentials
Or specifically, my Google ads playlist here.
Also, don’t forget to join me on Facebook!