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Google AdWords Tutorial March 2016! How to Make Google Search Ads and do YouTube Video Advertising!

Google AdWords Tutorial March 2016! How to Make Google Search Ads and do YouTube Video Advertising!


– If you want to learn
about Google AdWords, I think you might love this video. I’m grateful you’re here with me because I struggled a lot making my ads on Google. I’ve had a lot of success now advertising on Google AdWords and
I’m going to give you the best of what I know
about Google AdWords right here for free so that
you can have a better chance to learn Google AdWords than I did in 2011 when I started out trying
to learn Google AdWords. I’m doing this live with you
here and giving you a look inside my Google AdWords
account as I make new ads that I’m actually going to
be running on Google AdWords. If you want to see what I’ve done so far, this is what I’ve done, I
have $83,000 I’ve spent now in my Google AdWords account, I’ve driven 5,988 tracked sales at an average cost of $12 per conversion. Now, that’s for all of my campaigns total. The ones I’m actually running
are running at an average of under eight dollars per conversion as I continue to improve. What am I selling and what
product am I going to advertise? The product is absolutely
crucial with Google AdWords. A good product can sell really
well even with terrible ads. A bad product with perfect
ads will still not sell. What I’m going to show you
making ads for is in fact my Google AdWords course, so
this is a beautiful combination because this tutorial video
that I’m making ads for also then indirectly, and directly, depending on how you look at it, promotes my Google
AdWords course on Udemy. This is a 17-plus hour
course where I share everything I know about
Google AdWords with you, including my own personal
story with Google AdWords of how I started out in
2011 and did terrible with my ads on Google,
wasted all kinds of money, failed, struggled, got
my account suspended, and gave up on Google AdWords. I share that and a lot more
with you in this course, and I’m going to actually
promote this course in the ads I make here
with you in the tutorial. Now, I’ve made a lot of
courses like this on Udemy. If you don’t know who I am
yet, I’m Jerry Banfield, I teach 51 courses on Udemy,
I have 100,000 students, so I share this with you
if you haven’t heard of me to validate that I’m worth learning with, that a lot of other
people before you’ve spent a lot of time learning
form me, making sure that learning from me’s a good idea, and now you can see you’re here with them. I’m grateful that what
I’ve done on Google AdWords has been the foundation
of what has happened with selling my courses on Udemy. I show you with this because
this is what’s possible. This absolutely is still
unbelievable to me. Two years ago I was struggling
to make any money online, I was nearly going bankrupt. Now Udemy has paid me most of this, they’re still paying out the
last two months in sales, so that’s about 50,000, I have to wait a few months for that. This has happened primarily in big part through these Google ads,
so this 83,000 I’ve spent on Google ads has been
integral to generating this. So I show you this to validate
that what I’m doing works, it’s powerful, and you can
learn how to do it right here. Everything I’m advertising is
available completely online. You can make Udemy courses, in fact, I have several Udemy courses showing how to make a Udemy course. You can make courses just
like I’m teaching online, you can advertise them
just like I’m showing you how to do here on Google AdWords. Everything I’m showing you how to do, you can do anywhere in the
world, and all you need to do is discover the skills
you have and you can start out even at a dollar
a day and run the ads. Even if you don’t have
any of your own products, even if you haven’t heard
about Google AdWords before, you can freelance, this is upwork.com, it’s the world’s largest
marketplace online for freelancers, and these are people who have
Google AdWords as a skill. So what I’m showing you
right here in the video, this is a 60-plus dollar per hour skill. In India here, Joseph
is making $60 an hour, he’s worked over 100 hours,
and you’ll see down here, Jason $75 an hour, 700 plus hours worked, I’m not going to mess
that name up, $60 an hour, 2000 plus hours worked here,
and you can consistently see Google AdWords is a really,
really valuable skill. You can in fact get certified
as a Google AdWords expert completely for free through
Google’s own program. In my Google AdWords course,
I cover how to go through and do that, and that makes
it easier to get clients. So all of this leadup has been
to show you the opportunity and the value of learning Google AdWords. From here on out, we’re
going to do technical, hands-on, I’ll show you
exactly how I go make the ad campaigns live in Google AdWords based on my experience having
made all of these campaigns and a lot more you don’t
see running for myself. So let’s do this. There’s no script to this video, my wife’s out walking
the dogs, or the baby, and I’m just putting
this together real quick while I have time, because I work at home, I’m grateful for that, and I
do things real from the heart, so it won’t be perfect and polished, it will be honest and thorough. So to start, search network
ads are the most powerful that are the easiest to
get started with and track. Now, YouTube ads are extremely powerful, and I hope I’ll have time
to show you some YouTube ads because YouTube ads are made
with Google AdWords for video. So the first question is, what
different type of campaigns can you make in Google? Well, I can make search
campaigns, display campaigns, and video campaigns. So I can’t make shopping campaigns because I don’t have my own
products that I can list through a Google merchant account. Search network campaigns are
when you do a Google search for something, or a Google partner search such as Yahoo or any other website Google is running the actual
search behind the search bar. Display campaigns are everywhere where Google AdSense is running. So if Google AdSense is
on a person’s website and you see Google ads,
these are display campaigns. And these run on YouTube also. Then you have video campaigns. Video campaigns are run
with YouTube videos. So I’ve had great success
with every single one of these type of campaigns. Now, the easiest one to get started with is search campaigns. That said, display and video campaigns are extremely powerful. If I show you my display campaigns here, you can see six dollars
average conversions on my display campaigns. Now, that is the lowest
conversion, that is lower than when I go show you over
here my search campaigns. You’ll see average
conversion nine dollars, and these are campaigns I’m running, so this isn’t counting campaigns
I’ve tested and paused. So it’s much higher to
get sales through search. However, it’s much easier
to get started with. What I’m doing in display ads is running re-marketing campaigns. So I’m showing ads to
people who’ve already seen me online before,
and that’s a lot easier. Display ads are very
tough to get started with, because they just go out all over. If you want to do display ads, Facebook is much easier to get started
with than Google AdWords. Finally, video campaigns. Now, here’s the crazy thing. The video campaigns don’t look
like they’ve worked at all, and in fact you would
think I wouldn’t spend $27,000 on things that don’t work. Even though they’ve driven
hardly any conversions, what you see is video played to here. All of these are minutes
watched on the YouTube videos. Minutes watched on a Youtube video equals higher organic ranking. Therefore, Google AdWords for
video is extremely powerful for higher organic ranking,
and higher organic ranking means lots more sales. In fact, many of the
existing sales I’ve gotten on this course and many
of my other courses came from advertising a YouTube video which then ranked high in search and organic suggested video views, and then people watched
that video and converted. So if you found this video
through organic search on YouTube or on Google or
through suggested videos, you know what I’m saying
is absolutely true, because this video has been
advertised, I’m sure by now, I haven’t actually made the
ads as I’m recording it, I’m planning to. The ads for this video
are almost certainly what got you to see it, no
matter where you’re seeing it. So the ads are critical if
you want to be successful pretty much anywhere in getting traffic. So what I’ll show you is
making a new search campaign, because search campaigns
are by far the easiest to get started with
and they’re the easiest to just make some ads, get some
clicks, and get some sales. Now, prior to this, I’ve
set up conversion tracking on this page, so when you go through and click Take This Course,
and when you buy this Google AdWords course, there’s
a success page that comes up. So the very first thing, if
you want to be successful on Google, is to make conversion tracking. Set up conversions for your
course, and I’ll show you, or for whatever you’re doing. If you’re collecting emails,
anything you want to advertise, conversions are absolutely essential. So I’ll show you how to make conversions, it’s in the Tools tab up
here, you click Tools, and then you go to Conversions. And now Google’s going to show you a list of all the conversions I’ve got. And what you can see down
here, 6,000 conversions tracked total, now these
include free enrollments and I’ve not included free enrollments counted in my conversions in other places. So what I just showed
you before with the 5,800 does not include the free signups. What you can see, I’ve
got, I hope you can see depending on where I’ve
put my face on this video, I have $134,000 in direct
tracked immediate sales from Google AdWords and
then the ongoing value of that continues to build. So enough about me, here’s
how you make a conversion. When you are in Tools, and
then Conversions, you click + Conversion and then you
pick what you want to track. If you have an app, you use an app, if you want phone calls or some other type of conversion then you do it that way. What you’re most likely
to want, and what I want, I want website conversions,
I want purchases or other actions on my
website, so I click that. Now, Google gives me the option to make a website conversion. So I need to put this on a
new course I’m going to make, so what I’m going to put
this on is a new course I’m making with another
instructor on Udemy, so I’m going to call
this Bitcoin Affiliate. So then I have this
conversion tracking pixel, I have the name, so whenever I want to see which conversion and how many I know, oh, it’s the Bitcoin Affiliate course. Now I put how much each
conversion is worth to my business in here. I click on each time it
happens, it has the same value. This is the easiest way to do it. And I’m just going to put five dollars because this is a co-instructed course, so if I make a sale
it’s likely to be worth about five dollars. Now that’s the short-term immediate value. I know that realistically it probably has a much higher long-term value. What I want to track at Google
is the short-term value, because the long-term value is assumed, it’s not verified, though. I could sell a course, and it
only is worth five dollars, but I know when I sell it, it
should be worth five dollars. Now, I count every conversion on here. If you have three purchases, for example, if someone buys this course
and then buys three more, I want to count each one
of those as a conversion. If someone buys 10 or 15 courses at once, I don’t want it to just
count as one conversion, because that’s way different. If an ad is producing
those deep conversions for 10 or 15 sales at
once, that’s way different than an ad that’s just
purchasing one product. So I count every conversion,
and Google likes that because then it looks better
at what it’s doing, too. And then I do a 90-day
conversion window also, because sometimes it takes
people a long time to convert. Google says it often takes
people five or six days, once they’ve clicked my ad, to convert. They’ve clicked it, they’re looking at it, they’re thinking about it,
they save it as a bookmark, they put it in Evernote,
they think about it more, talk about it, wring hands,
is this really a good idea, pray about it, and then
get the answer yes, yes, take Jerry’s course,
and then they enroll. So you may be joining them
soon, if you like this, for the cost of it you can
get one heck of an education and useful, real skills you can apply to working online right now
for a really low price. It’s crazy. I’ve spent a lot of money to
go to school to learn skills that I didn’t even need. And now I teach skills
that are really useful for a really low price,
it’s a great world. So finally, I do 90-day
conversion window to capture those late buyers, and
then I do the purchase/sale if you have a lead or a signup,
then you put it as there. I do purchase/sale so that I can then know to include it in conversions. This is where, when I have a free course, I uncheck this because I
don’t want that to be included in the conversion data. I don’t want Google to optimize
for people taking a course for free on Udemy because that messes all the rest of my data up. So I hit Save and Continue,
and now I have code that Google has given me down here, I have code that I can go put in here, so all I need to do now, I
copy that code from down here and put it on the page that loads when someone’s bought the product. And I don’t need to show you
the code in particular here because you’ll get your own code when you make your own conversion. The code itself doesn’t
matter, you just grab the entire section of code and stick it on your success page. Now if you’re using WordPress,
you need to put this in in the actual code, you
don’t just put it in as text. It needs to be loaded as a
snippet of code in there. Now, in Udemy, I can
actually copy various parts of the code, I can copy
my conversion label and my conversion ID, I can just directly copy this label and copy this ID and stick that on my Udemy
page, because Udemy has got everything set up for me. Udemy’s already put all the
rest of this code on the page and all Udemy needs is the label and ID and Udemy does the rest. So then what I do, I hit Done, Google’s like, yay, good job! You’re ready to start measuring
your campaign’s success. And now a lot of questions I get in the Google AdWords course,
because when you take this course you can ask me questions
about Google AdWords, and I will answer them,
either me or someone else who’s very good with Google
AdWords will answer them for you or a fellow student. I get a lot of questions about,
well, Jerry, how do I know, because once you see, when I
put a new conversion on here, this is what comes up first, Unverified. That means Google does not know if that is on the page or not. It means it’s never seen
that conversion pixel actually load before. So all the rest of these
indicate if you have anything besides Unverified, then your conversion tag is working. So you see no recent
conversions or tag inactive, because no one’s bought recently. But all the rest of these are all signs you have verified your
conversion tracking. So you need to verify
your conversion tracking before you set up ads for anything. That’s why I’m not making ads for this Bitcoin Affiliate course right now. I’m dropping the conversion
tracking on it now well in advance before
I make any ads for it. What I am making ads for,
I’ll go up here and show you, is this Google AdWords course. So it’s recording conversions. Therefore, and the last
conversion was just seen yesterday and it recorded one,
well, that’s just seen a few hours ago now, about four hours ago. And then it actually recorded a sale in Google AdWords yesterday. So I know this is working
before I go make the ads for it. So I’ve shown you all of this
about conversion tracking because using Google AdWords
without conversion tracking is a very, very, very bad idea based on my experience with it. Now if you want to go prove me wrong, you are welcome to go do that. When I started my business,
I spent thousands of dollars with no conversion tracking. Guess what I got back? Zero. Nothing. Nothing. Not anything. The first several thousand
I spent on Google AdWords, and then when I did make some money, I didn’t have conversion tracking set up, it was a nightmare to try and figure out which ad actually made the
sale and try and optimize. Conversion tracking makes
everything crazy easy. There’s no way I’d have all
these campaigns to show you right here, there’s no
way I’d be doing this if it weren’t for conversion tracking. So now that we’ve established
conversion tracking’s really, really, really helpful. You want to figure out some way you can get conversion tracking enabled. If you have a product on a website that makes conversion tracking hard, it might make sense to
get things up on a website where conversion tracking is easier. It’s really, really,
really hard to do well on Google AdWords without
conversion tracking. It’s possible, I have a
client that’s an attorney, he just brute force spends
money and gets clients, but the problem is he can’t
do any better with his ads. I’m able to get all these
low-cost conversions because I can see exactly
where I’ve made a sale. I can see what really
works to make a sale, I don’t have to guess at it. So that makes all the
difference in the world. So now that we’ve covered
conversion tracking, the next step is to get a campaign set up. So what I want to do now is
make a search network campaign for this Google AdWords course. I was going to do this
anyway today, and I figured, well, I might as well film it and put it on my YouTube
channel, or my Facebook page. So I click + Campaign
here, and I’ll scroll over to make sure it’s in there. And now there’s all these
different kinds of campaigns. Now, Search Network with Display Select. This is the search network
ads, and then Google tries to get the display ads done well. The problem I’ve had with this is that it can be challenging to
then disable the display part of the campaign if you decide
I just want search ads, it can be difficult to
try and disable that display part of the
campaign, so I like to keep just Search Network or
just Display or just Video. Now, if you have an app or
products on a merchant store, go for it. If you’re just getting started,
sometimes Search Network with Display Select can be easier. I’m doing Search Network
only for this campaign. And then a key thing here
is to hit all features. If you don’t hit all features,
then some of the things I show you will not be there as an option. If some of the things I show
you are not there as an option, it can make doing Google
AdWords very unpleasant, because you need some of
these advanced features on it to make optimizations to your ads. You’re rarely going to make
ads that just work immediately. Usually, if you’re lucky,
you’ll make ads that work a little bit and then
you can keep making them a little bit better, a little bit better, a little bit better. So that’s what I do. I started at over $20 a
conversion on this AdWords account and I made them a little better. So what I’m going to
call this is AdWords USA and I’m going to call
this AdWords Broad USA, because I have a narrow, I have a niche AdWords course already. It just shows on the small keywords like AdWords Lessons,
there’s not a lot of searches for AdWords Lessons. So I already have one set up like that, so what I’m trying here
is a broad campaign. Because the best campaigns
I’m running right now hit one keyword or maybe a
couple small variations of that and then I get out
there to a big audience. Now, this may or may not actually work. I don’t know. I’ve tested hundreds of
campaigns in my account. The thing is, every one that fails doesn’t cost me that much money. Every one that’s successful
makes a ton of money. That means I can afford to
fail on a lot of campaigns. The only way I can be
sure to succeed is to keep trying new things,
especially based on what works. So I’m setting this up to
be a broad USA campaign. Now, I’ve put that in the name to reflect what my primary split targeting is, because I’m going to show
you also how I turn this into a global ad campaign. I’m not just going to target
the US because on Udemy, less than 40% of my
customers are from the US. That leaves 60 plus percent for the world. So I’ll show you how to
make global ads also. So then in here I include
Google Search partners in here, because I talked with
an AdWords specialist, they got Yahoo, they’re really excited about the search
partners, and I can easily switch this off any time. So Google Search Network means websites like Google.com and similar. Search partners ads can show on Yahoo or any other website Google
is running a search on. So I put that checked, I leave it checked, and that’s what it looks like unchecked. So I leave it checked. Now, by default, ads
will show on all devices. Now, my data shows I usually want to adjust my bid on mobile. I’ll get to that in a moment. So then I click United States here next, because that’s where I’m starting. However, my global campaign
will target all countries and then it will exclude some
that I don’t want to target and that I’ve already targeted. So I go English down
here, and then one little advanced option I want,
location options, advanced. I only want people in
my targeted location. Now, Google recommends this
because this gives Google more leeway to show ads. If you have a travel business
and you’re trying to sell trips to Miami and you
want to target Miami, well, then you might want
the ads to show to someone say in India who’s looking
for a trip to Miami. So there’s lots of businesses
like if you’re an attorney and someone got a DUI
in Houston and they’re looking for a Houston DUI lawyer, and you set your location as Houston, well, if they’re visiting
their family in Illinois, you might want them to be able to Google Houston DUI Laywer
and have your ad come up even though it’s targeted to Houston. I don’t want that. I don’t want people
searching for AdWords USA to see my ad, I want only
people actually in the US to see my ad. I don’t want Google trying
to decide which person in India or Vietnam or China, not that Google gets used much in China, or even Canada or the UK, wherever it is, I don’t want Google trying
to play guessing games with where it should show my ad, because this is a digital
product I’m advertising globally. So I only want to show people
actually in the location, and I can picture Google
making a sad face on this, and yet if my ads work good, then Google’s happy and I’m happy and everyone who’s bought
the course is happy, it all works out really good. So I pick people only in the location and in the excluded location,
because then theoretically Google could exclude
someone in the US from this if they think they’re
from some other location that I’ve excluded. So I stick to ask
Google, yes, I’m serious, I just want the ads to show
in the locations I’ve targeted and not in the locations I’ve excluded. There we go, long story short. Next, bid strategy. There’s a lot of bid
strategies Google gives. Now, you have one, Manual CPC bidding. Now of course this is
what I started out with. This is a pain in the butt. I don’t want to have to sit there and manually adjust all my bids. It’s annoying. Could I maybe save five
cents here and there, yes. When I’m running thousands
of ads, do I want to manually adjust all of my keywords? No. I started with Manual CPC because I loved to micromanage stuff. I don’t love to micromanage
things any more. I want to set it on one sustainable bid and try and let Google do its
best to figure out what works. So I’ve got conversion tracking, and when you’ve got conversion tracking, you can do Target CPA. Target CPA is a sweet way to bid, because then Google
can use all of its data to attempt to show my ads to people Google thinks will convert. So that is what I want. Now, you can do other things, you can do target search page location
if you just want to be first, you can do target return on ad spend, these are fairly new things,
it’s March 10th, 2016, so some of these are pretty new. They have target outranking
share to help outrank another domain’s ads and maximize clicks, enhanced cost per click
to try and allow you to bid manually and then
still get conversions. So what I want to do is
cost per acquisition, because look how simple this is. Google tells me exactly
what this is going to do. It uses a target
cost-per-acquisition that you enter to automatically set bids to help. Now, if I enter a six
dollar per bid Google cost to acquire my customer,
Google can bid six dollars if it wants to because then
it will try and think it can get a conversion at 100% shown
to the exact right person. Most of my ads on Google
right now, my bid is between six and nine dollars each. That allows me to get
a lot of good clicks. The problem with that is it doesn’t allow for messing up a lot,
especially when I’m starting off a new ad campaign. So ideally, I want to be
able to get enough data to learn how to do better. So if I sell this AdWords
course, now, this AdWords course sale is worth at least
nine dollars if not 10, because I’m giving a $10 coupon, Udemy takes three percent,
so that’ll be nine dollars and 70 cents, roughly,
that I’ll get out of it. So I could easily put $10
here for my target CPA. Well, that’s what I’d
like to run long-term. What I might like to do is
figure out what works first. So I have to assume I’m
not going to get things exactly right to start. So I’m going to bid higher to begin with, because I want my ads to show more often. If I put a target CPA too
low, Google’s not going to show my ads very often, because
it will want to make sure it aims at the CPA. It knows, hey, if he’s trying
to get $10 per conversion, then we can’t be bidding
five dollars a click, get two clicks, and then he gets no sales, that’s not going to work. Now if I put 20, Google’s
like, sure, we’ll put the bid to five dollars and if he gets four clicks or 10 clicks, hopefully
that’ll get a conversion, and if not we’re sorry, we’re
gonna keep the bid there and just keep going with it. So what happens when you have target CPA, it roughly works out to a manual bid based on that CPA and
Google’s calculations of how easily you can convert. Now the more data you
have, the more Google can do a good job with this,
especially on display ads. So I’m going to start with
the CPA of twice as high as I’d like to be able to sustain, and then as I learn what I’m doing wrong at $20 a conversion I
can keep cutting the fat, I can keep removing the
things I’m doing wrong and I can then drop my
target CPA down to 10 and maybe even down to five or
six eventually if done well. That brings us around to the budget. Now, I get a lot of questions
in my Google AdWords course here about budget. Jerry, what do you set the budget at? I wanna set my budget
at this, this, or that. I set the budget at amount I can stand to completely throw out. To completely waste and to
get nothing at all out of. Now, you might think, why
would you set the budget assuming you’re going to get nothing? Because when I set the
budget and assume I’m going to get nothing,
that gives me an amount I can stand to lose. So right now, for this
campaign, I can definitely stand to lose $25 a day for a month to test this campaign out. It often takes a month at least
to get some really good data to make some solid changes. So I’m going to set this,
and now I’m keeping in mind, I’m going to copy and make
two or so more campaigns so really this is a 75 to
$100 a day budget I’m making. I can stand, on this one
campaign in the US only, to throw away $25 a day. I can handle that. Because what I’m trying
to do is sell a course that can make a lot of
money over a long time and run ads indefinitely
on this set of keywords. This ad campaign could
potentially be worth tens if not hundreds
of thousands of dollars in the long term. I’m willing to spend $25 a day and lose it to see if I can have the
opportunity to make good money on this ad campaign. This is much different from
what I used to do with my ads. I used to assume my
ads were going to work, which is pretty foolish given
I hadn’t had much experience advertising on AdWords. When I assumed my ads were going to work, I set my budget higher. Now, I showed you before, I’m grateful, in the last year alone I’ve
made over 300,000 on Udemy with over 500,000 now total. I’ve made enough money to test
out $25 per day times three on new campaigns. When I was barely getting
by, as a graduate student with my wife paying all the
bills making $1500 a month, setting a hundred dollar
a day budget was insane. Absolutely insane. Why did I do that? Because I thought it was going to work. I figured, this is going to
work, I’m going to crush it, I’ll put it at 100 a day, I’ll
be making 300 a day, boom. Everything’s all set. I could set this at 500 a
day right now if I wanted to, if I assumed it was going to
work, I’d put it at 1000 a day. Why not? I don’t assume this is going to work. I give it a chance to work, and then see. So if you’re just
starting out a business or you don’t have a lot
of money to work with, a much smaller budget
you can stand to lose and relative to plenty
of people in the world I don’t have much money to work with. That’s why $25 a day is what I set. And yet relative to other
people in the world, I can see I have a lot of wealth. Everything’s relative. So the thing to do is figure
out what can you afford to throw away if it doesn’t work. If you assume it won’t work,
if you take a pessimistic look at it, then you can
fix it and make it work. When I set my budget to
$100 a day, I ended up having to turn it off almost immediately. When you make 1500 a month, 100 a day, you can’t afford to
waste that for very long. What we’ve got here,
I’ve seen a lot of people in my courses, they set their
budget too high and then they’re just crazy,
how are my ads running, I’m not getting conversion,
I’m not getting any clicks, what’s my keyword score? The lower you set your
budget relative to what you can afford to spend, the more
casual you can be about it. I’m grateful that at 25 a
day I can not check this for a week and whatever, it’s fine. I want to see that data, I want the data. I can afford to let it run for
a week and see what happens. So if a dollar a day
is what you can afford, there’s no shame in that,
because there’s certainly a lot of people in the world
who could look at me like my God, I couldn’t learn
anything at 25 a day. My clients I’ve seen running ads for thousands of dollars a day. 25 a day is what I can
afford for a new campaign. Whatever you can afford is fine. Whatever you can afford to waste. So I’ve talked a lot
about the budget because I get so many questions about the budget. I’ve tried to answer all
of them as best I can here. So onto the next thing. We’re almost done actually
building the campaign. Now, some of the next
parts will be a bit faster. Ad extensions. Now, you might think you
won’t get to see all these if you don’t choose All
Features like I mentioned. Some of these might look
pretty harmless, okay. Many of these are extremely powerful. If you want people to call
you, then why get them to go to your website when you
can stick your phone number straight on the ad? If you have a phone
number you want called, definitely extend your
ads with the phone number. You can see when I
clicked this, I don’t have any phone numbers, I don’t
want anyone to call me. So I don’t have any phone numbers. Now, what I have are site links. If you want your ad to
show higher, site links are really, really,
really, really effective. My best campaigns that I’m
getting 20% clickthrough on, they have several site links on them. So what site links do,
they add little links underneath your website
that people can click on. And it literally gives
you several different ads you can make out of
just one ad on Google. It gives you the ability
to do really well. So I’ll show you about site links, I need to add these once
I’ve already got the ads up. If you have an app or if
you have a map location, absolutely get that location linked. If you have reviews, now,
reviews are powerful. Google, I talked to the
specialist on Google, you can only use these, my Udemy course, as you can see on here, it has 59 reviews. However, the way Google’s
currently using things, you have to get some verified reviewers, so it has to be like if the New York Times reviewed my course or something, then I could put that review on there. So since that hasn’t happened,
then we’re not doing that. Now, callouts are cool
things, you can put a little extra descriptive text,
and that’s working on some of my campaigns
and structured snippets I haven’t tried yet, let’s
look at the help tab. Structured snippets, how they work. Choose a header that summarizes a variety of the nature of your
product and services. So I’ve never even tried a
structured snippet on a ad, so maybe I can give that
a shot at some point also. So the ad extension’s extremely powerful, you want to take the
time to give these a try. And some of them are aggravating. When you go to put your phone number, your location in, it probably won’t work, and you’ll be like, and
you’ll just, and that’s okay. That’s normal. You just keep working with
it, email or call Google if you need to, get everything to work. Finally, you’ve got ad
scheduling, I say finally. There’s like four more things. You have ad scheduling,
if you have a business that’s only open certain
hours, it might or might not make sense to run your ads certain hours. Like, I had a client, their
business was only open and people only buy when they
could actually go to the bank most of the time, so I set
an ad schedule for them, and I don’t take clients any
more, in case you’re wondering. I set an ad schedule for
them that then would only show their ads when the banks were open. So that worked out good, so
if you need ad scheduling or if you want to schedule
an end, if you’re doing a limited time promotion,
you can build that into the campaign right here. Now, all my ads, I run indefinitely, so I don’t use ad schedule for myself. So I shrunk the ad scheduler. Now, ad delivery. There’s lots of
opportunities in ad delivery. Google has a optimize for conversions. Now, for the long term,
this is an ideal setting. You want Google to show the ads that get the most conversions. The problem is when I
have 50 different ads and one ad gets lucky
and makes a conversion and then Google says, yes, that ad’s it! We’re gonna show that ad half the time. If that ad just made a conversion by luck and it’s not actually a good ad, well, that doesn’t work very well. So what I do is select
rotate evenly for 90 days and then optimize. So then I can go back and put
optimize for conversions on it after I have enough data. Now, Google warns it may not work as well because at first it absolutely
doesn’t work as well. When you have 50 different ads, there’s probably 40 of them that are bad, and showing those 40 bad
ads doesn’t work very good. However, if you jump to
conversions too quickly, the difference between
having an exceptional ad and a decent ad is often huge. If you jump to the conversion too quickly, one of the bad ads or decent ads might get all the impressions, one of
the ones that’s really good might take a really long time to actually get the impressions. So I do rotate evenly, and then I switch to optimize for conversions
once Google has conversion data. This way I’ve got a
good, I have a good test of how effective each ad is. Now, I’m going to skip Dynamic Search Ads, because this doesn’t apply to most of us that are making ads. Now, if you have a
website, you can advertise every product on there, go for it. For me, I can’t advertise every
course on Udemy right now, I could as an affiliate, theoretically. I don’t want to do that
at this point, at least. I might try that as an affiliate though. Now, the last option here
is for affiliate tracking. So in order to do this, you need some kind of tracking template. Now, I am a Udemy affiliate,
and what I’ve learned is that when I try and sell my
course, about half the time people buy my course. The other half of the time,
they go buy someone else’s. So if I’m advertising
a Google AdWords course and someone buys my
competitor’s course, frown, if I have a tracking template on here, then I can actually make 50% of the sale on my competitor’s course. Win. So that’s what I do. I put campaign URL options
on, so that I can do that. So what I’m going to do
now, I’ll pause this, and grab my tracking
template and stick it in and explain it. So here’s my tracking template. Now, this tracking template
gives me the ability to make 50% on selling any course on Udemy within seven days if someone
clicked the ad first, went there, loaded it in their browser, didn’t switch or incognito
or do anything else or buy it on another device. I get 50%, and pretty much
any other scenario I don’t. What I’ve done here is I’m
an affiliate with LinkShare, which is Udemy’s affiliate program. So what I’ve got is the exact
code here for deep linking. Now, if this doesn’t make
any sense, that’s okay. I’m not going to go on about it that long. I got the code for deep
linking, so what I do is just give LinkShare a URL and it
gives me a code every time. Well, here’s the thing. Every single link it
gives me starts with this. It starts with this link. So the way Google AdWords
works, you give Google AdWords a final URL that people
are going to land on and a display URL. If you want to use a tracking
template or affiliate link, what Google does when
someone clicks on the ad, they actually go to this
URL first, but Google checks to make sure the final URL is
actually on the landing page. So that way Google knows
you’re being authentic about what you’re doing. So what I’ve gotten here,
I have a LPURL here, and what this is, it’s a certain format with parentheses signs,
for example, that when you put a link in to generate
a link within a link. So this is a link within a link. So in here, the actual
website I want them to send to is right here. So this little short code covers that. Then whatever URL I put in works. So the final URL is shortened
in here in a certain format. So this took me a long time to figure out exactly how this works. And so I’ve given you
the tracking template I’m using in here, and
then if you are using some kind of similar
tracking template that generates a unique link,
the only difference being the link you’ve got, then
all you need is LPURL here or wherever it appears in
your link and then you can put that on Google. So really long story short,
now I’ve created a campaign. That is everything to create a campaign. Now what I don’t have in
here is an ad group yet. I don’t have any actual ads,
I don’t have any keywords, all I have is the shell of the campaign. So what I’ve got now
is pretty much nothing. I’ve got just the basic
settings I’ve done, but I don’t have any actual ads up. So what I want now, I’ll
show you how I create one text ad and do my keywords. So first I’m going to
do my keywords on this. So like I said earlier,
this is a broad campaign. I’m going to do a broad keyword. This is a test specifically,
this is not what will always work in every
situation for every product and every person. This is what I’m testing
based on testing a bunch of narrow niche keywords before. I want to take a shot at
the broad keyword now. So the broad keyword I
want to do is AdWords, because I have an AdWords course. And I don’t want to put
Google in there so that I can avoid fooling with
any keyword matching or keyword score issues
that I’ll go into later. So I’ve got AdWords here,
and now that’s a broad match. If you just put in that,
that’s a broad match. What I’m going to do now
is also do exact match. So I’ve got a broad match that,
if people misspell AdWords, if they put ad space
words, or even if sometimes they put Google Advertising,
then this broad term will show on that. However, this exact match will only show when someone specifically
has entered AdWords. So these allow me to separate
when someone actually has AdWords spelled correctly
and is searching for that versus Google trying to
do its best to figure out what they meant when
they’ve put in AdWords. So now I’ve got the keywords
in, the next thing to do is make an ad, so I’m
just going to call this AdWords Broad and Exact. So I’m naming this ad
group to know exactly what I did with my keyword strategies. This way, if I want to copy
into another keyword group, I can choose some different keywords. I could choose some more
keywords that are niche-based if I wanted, or I could
try some different options. So for now I indicate
what I’m testing on here. So now what I need, I need an ad on here. If I hit Save Ad Group,
Google actually will let me make just the keywords here, like this, and start my actual campaign,
so that’s really nice. Now I don’t have any ads
in this right now, though. So I did it this way because I’ve already made a bunch of ads on another campaign and all I want to do is just
copy those existing ads over. I try and work smart rather
than hard whenever possible. So what I want to do now
is go back to All Campaigns and copy all the ads I
made, that’ll be easier than trying to go create an ad with you as we’re doing this. So to do that, I need to go over here, I need to actually hit all but removed, so this will show the campaigns, and I’ll hide this over here, this will show the campaigns
I’m not running right now as well as the ones I am running. So I go down here to last 30 days, or I could search for this campaign also, so I can just go in here,
I can search AdWords, and now these are all of
my Google AdWords campaigns I’ve ran so far. So this is the one I’m
running, it is a global one with niche keywords. So you can see I had some
other ones that didn’t work in other areas and the
rest of these are display except for this new
search one I’ve created. So what I want to do
is use my existing ads I made for display. So I’ll go up to the ads, so I already made these ads before. So what you can see on here, I’ve made, and I want to go to one ad group because otherwise it’ll copy all of them. So I’ve got 50 different
ads in this ad campaign. This existing display ad I already made. And you’ll see this one has
a trademark thing on it, so you’ll see that when it
comes up again possibly. So I’ve got, I’ve got 50 different ads I already made right here. So I made the ads, I’ve got
titles here, I’ve got text, and so what I want to do is
use the ads I’ve already made. So in using the ads I’ve
already made, I can show you a lot about ads without having to sit here and manually make them one at a time. So what I’ll do is check this box here. And then I’ll go to Copy, I’m
going to copy all of these ads and then I want to, I can
hit the little side bar, and I can go back and I
can even search AdWords, I can go back to the campaign I was doing and now Google is showing
me just the ads so I can just scroll down
here to the name of it and actually it was
named AdWords Broad USA. So I click to navigate back
over to my campaign I just made. Now you’ll see it has no ads in it. And I’m going to pause
this ad group just to hopefully avoid Google getting upset about my display URL in here. And I’ll talk about that in a minute. So what I do now is I’m gonna
paste all these ads in here and it says in order to do that I have to go to the ad group, so I
click AdWords Broad over here and now I go into the Ads tab on this one, and I’ll pause this ad group also, so now I go in here and hit Paste. Now this will allow me to
paste 50 ads all at once, so I like to do lots of
different ads when possible because this allows me
to test out everything. How do I know whether
Google AdWords Course or Complete AdWords Course
or You Are Seeing This Ad, Learn How To Make Your Own Ad Now, I don’t know which one of
these will work better. I’m Selling My Product, learn
how to use yours selling mine. I don’t know which of
these ads will work better. Your AdWords Ad Here, so
many different options. Businesses Need Your Help,
there’s all kinds of ways I’ve made these ads. I don’t know what will
be the most effective. What I do know is that
testing 50 different ads, I’m likely to find one to five ads that are really effective. I don’t know which ones
they are beforehand, which, if you think, oh my
god, that’d drive me nuts, it does, and yet I have
a certain peace of mind. If I create 50 ads, I know
I’ll make five good ads, just by dumb luck. So I try and operate by
dumb luck whenever possible. And yet they say luck is
opportunity meeting preparedness. I’m prepared to have a
great ad, I made 50 of them, I’m prepared to have
one that’s really good. Now I’ll show you how to bulk change, too. So I’m doing some advanced features combined with the basics here. So I edit, what I need to
do, Udemy just recently made a thing where I was
offering nine dollar coupons for all my courses. Well, Udemy’s changing the price. You’ll see the course is $199 here. Udemy’s making a maximum price of $50 with a maximum discount of 50%. So I’m trying to get as
many students in this course as possible pricing it
$20 with a $10 coupon. Long story short, my nine dollar coupons, I need to edit all of these at once, because all of these,
if I click on the ad, Google will take me to the landing page. You’ll see, nine dollar code right here, and you’re welcome to
try the code WELCOMEG9 instead of WELCOMEG10 to
see if it’s still available. If you’re looking to buy the
course, the link will come up like this and it has
WELCOMEG10’s the URL I’m using. Well, all of these ads
have WELCOMEG9 as the URL. So what I want to do is
edit all of these at once. So sometimes my mouse isn’t
exactly sure what I want. So I’ll click on Edit, and
then what I need to do is Change Ads right here. So I click Change Ads, now this allows me to change everything all at once. It’s a pretty sweet deal. So you’ll see I just want to change, and you can go really
wrong doing this too. So what I’m going to do,
I go grab my URL for this and I paste this in the final URL here and then I delete the HTTPS. So I’ve changed the final
URL because all I need to do is change that exact
coupon code people land on when they click the ad. So now what Google says
here, this removes the old ad and puts a new one in that has
to get submitted for review. So I hit Make Changes on here, so now when I click on it it
goes to the $10 ad, excellent. So I’ve got all of those
changed, that’s beautiful. Now, one more problem. I said nine dollars in most of the ads. That’s great. So I’ll show you how to
edit an ad right here. So I click on an ad to edit. Now, you’ll notice I clicked
the little edit button, there was also a down arrow. If you click the down arrow, right here, and sometimes the mouse is
weird when I’m zoomed in. You can click Copy and
Edit, that will allow you to make another ad. When you click Edit, the
ad has to get resubmitted and go through Google’s process again. So this is a good time,
we can cover the dynamics of a text ad also. So there’s four parts to a text ad. There’s the headline,
this is the headline, what people are supposed to click on. Then there’s the display
URL, that’s the URL that shows and that people
should expect to land on. So Google expects the
display URL to be included in the final URL. The final URL is the technical, actual URL that users are going to land on. So this is the first part of
the URL in the display URL, and then the final URL has a coupon code attached onto the end, and then
once Google puts it through my affiliate tracking it will also have the affiliate tracking on the end of it. So the display URL’s the basic form of what you’re sending them to, the final URL is where they’re actually
going, and then any other tracking stuff needs to be also included after the final URL. So when I click through the affiliate, there’s just some extra, but
the final URL is in there. So what I do, all I need
to do is change this ad up a little bit. I had nine dollars, I just
need to make it say $10. Small change, well, big difference. It’s a policy violation. If I say my product’s nine
dollars and when people go to the page it’s $10,
that’s called lying. So I have to change up
all these ads to say $10, because you could manipulate
people to click on an ad disproportionately, and Google
wouldn’t want you to do that. So the dynamics of the ads,
you’ve got the headline here, the display URL here,
and then what are these? These two lines are the description. So these are where you can describe. Now, this ad is in the traditional format. It has a one-sentence description that fills the description. So you can see how this works,
one line of description, two line, and then on the
top ad, one long line. So I’ll hit Save and then I’ll
show you a different format. Because we’re going to need to edit every single nine dollars here. So on this one, this
is in the same format, so I’ll go through down here. This one also in the same format, so you can see it’s pretty quick and easy to edit ads on AdWords also. Now this ad I’ll edit here,
this is in a different format. This is in a new format Google offers. Now, a side ad, and side
ads don’t show any more, but they can still show, you
can be on a bottom or something with a side ad. The top ad now you can get
everything up in a headline because Google figures
why, people are lazy, people don’t wanna read all
the way down on the bottom. People want all the text up front. So you can actually now add
your first line of description. Here’s what’s required. It has to read like a sentence. So you can see this reads
Complete AdWords Course With 10 Hours of HD Video, so
I did Complete AdWords Course With 10 Hours of HD Video and then I have one more sentence here. So it doesn’t quite make
full sense in a side ad, but this one’s aiming to be a top ad. So with rotating out all of these, I can get ideal placement. So then what I do, I hit Save on that. So now I go through and
manually check each one that I have nine dollars on
and I need to edit these out. You’ll notice Google
has a little number here telling me how many more characters. So if I run out of
characters, then I can’t go put any more on, so like on this one, we’re up to the one character, so if I edit this and put one more in it’s down to zero. So that’s as many characters
as I can put in here. So you can just work with
the limits Google gives you. Ideally, I like to fill
things up, however, it can help to just put the essentials. To just put exactly what you need in here. So on some of these, like, I’ve done 30-day money back guarantee, there are seven extra
characters I haven’t used here. So what I’ve done on
these ads is I’ve tried every different possible
ad I could think of. You’ll see I’m going through all these and it took me about an
hour when I made these for the original campaign
to make all of these. So I’m showing you all
of these different ads because, well, I need to
edit all these nine dollars in here manually so I’m
actually running this campaign so this is the real work I’m doing to get this campaign to run, and also you can see for
all these different ads I’ve tried every strategy I can imagine. Thank You For Noticing Me –
Would You Like to Be Here Too? See how my $10 AdWords course. I mean, I’m just shotgunning
these 50 different ads, and now I’ve hit the minus one limit, see how to be excluded and bad placement. So now what I need to
do, I can just delete this period right here
and my ad will still fit. So ad exceeds character
limits, it exceeds the policy, so edit your ad so it meets, there. So now I’ve fixed it,
it is within the policy. Now I have to edit these
under these ads too, so now instead of saving
$190, I need to save 50%. So what you can see is
I’ve tried the kitchen sink here on my ads. This allows me in trying the kitchen sink to find an ad that works the best. If I just try one or two,
and most of the things I’ve done wrong in a lot of campaigns, I haven’t tried enough ad variations. I haven’t given Google enough options to test out what works effectively. If you don’t give Google enough
different things to test, then how do you know that you
have the best possible ad? The difference in running an awesome ad and a mediocre ad can be a big difference in keyword score, it
can be a big difference in top ad placement, it can
be five dollars a conversion, the difference between running a great ad and running a mediocre ad. So I do all this work, and you can see it’s just a matter of effort. It puts, even just editing these ads, I’m not even halfway
through editing these, you can see just editing
these is a good bit of work. Now, I could try and just
manually select the ads in here that need to be edited, but then I risk missing something, so when you create the
ads I like to go through and just manually do them one at a time. Now see, I ran out of a
character limit there, so I say, now, the easiest
way to make these in bulk you just click this
thing, you make one ad, and then you hit copy and edit. So instead of having to
copy your display URL over and over again,
instead of having to go copy your final URL over and over again, all you have to do is
just do copy and edit and that will allow you
to make things quickly. And then if you’ve made
50 ads for a product in one campaign, then you
can copy it and use it again. It’s sweet. Once you’ve got all this work done, now, if there’s a little
problem like this here, you might have to edit a few things. But that’s okay. When you edit a few, it’s
easier to just edit these than to spend another hour trying to make all of these again. So I’m grateful for the
chance to show you this today. There’s still more things to show you, believe it or not, in here. I’ve shown you the real
work, going through and making these ads on
Google, so that to me I hope it’s not so intimidating then. Because it was intimidating
for me getting started with Google AdWords. It was intimidating for me to try and find out what worked for my business. And I responded to that fear poorly. I responded to that fear with bravado. I went in and thought I was going to be the master of Google
AdWords, and today, I have no illusions, I’m no
master of Google AdWords. I’m a regular guy who sits
here and does Google AdWords and shows you what I do,
with the hope that you can do better than I’ve done. I want you to have the
chance to not have to waste a whole bunch of money on
Google AdWords the way I have. Even doing some of these ads,
there’s ways you could do this if you wanted to wait longer
and really look at the data, there’s things you could do to optimize what I’m doing, even. So I like to learn best by people who are actually in the middle of
things really doing things themselves, so that’s what
I offer you here today. I appreciate all the time
you’ve spent watching this video and I’m guessing this video
is enough to help you see whether you’d like my Google
AdWords course at all or not. My Google AdWords course
has a ton more on my story with Google AdWords, and
you can see by the fact you’re watching the video that video is a very powerful sales medium also. It helps when you can combine
your Google AdWords experience with some marketing experience, with some advertising
experience on other platforms, because then you can really
get a good understanding of a complete, well-rounded approach. For me, I find doing a
well-rounded approach works really well in things. So I’ve got a well-rounded
approach here in the ads, and now what I can do is I
can command find to make sure there’s not nine dollars
anywhere or there’s not 190 anywhere in this. So I’ve got all of these ads edited. So now what I’ll do, I’ll go over here and enable this ad group
here, so now it can run, and then I’ll go over to the campaign here and start this one running. So now I’ve got this one off and running. I’ve got it set up, and it
only has two keywords for now. It just has these two
keywords, and it’s starting off at a six out of 10, and people then, I get a lot of questions, Jerry, it says my ads aren’t showing! That’s okay, just wait. You’ll find out for sure
what happens when you wait. Now, all of these ads I’ve
made are pre-approved already. You’ll see a lot of these
are straight to eligible. I’ve already got them approved before. The standard thing I do, once
I finish a campaign like this, now, it’s not totally done,
I’ll add some site links. But before I go make more than one ad, I usually make one ad to
make sure my landing page gets approved. Now, I’ve copied all of those, I’ve already got the
landing page approved. I don’t need to do that again. So I’m confident doing
all this work at once in front of you. That said, I still get burned occasionally and get a random disapproval on things that I wasn’t expecting. So I usually try and pace this
over several different days. I’m able to do this with
you because I’ve already made ads for this before. So I’ll show you another
advanced feature that helps out a lot getting started. And I skipped over things
like negative keywords because I don’t have enough data yet to even put in negative keywords, and I’ve shown you all the
settings and other things. So the last thing to
do on this new campaign is do site link extensions. So what I want to do is
put some site links on that will encourage
people to try and click on other parts of the ad that are
not even included directly. I can take people to other
links, so I’ll zoom in here, and what I can do, I
have a thing where I can take bestselling courses
for $10 on this page. And then a site link is
basically another ad. And you’ll notice here I have this on all, this is at the campaign level,
so if I edit this on anything then it edits it on all campaigns, so I don’t want to edit anything, so I’ve got this one, I
get any course for $10, so I’ve got this one already up there, so then what I do, I’ve
got this all set up there, so I have these site links on here then, so then I put the site
links on and then people, they might not even click on the Google ad but they might get any course for $10. And so what I want to do is
see if I have another one a free preview with AdWords,
so I’ve got a free preview, watch 500 plus videos
free on Jerry Banfield’s YouTube channel, so I
can click this and then see what this has. This is a free preview on YouTube and it goes to my YouTube channel. So it allows people,
then, to see that I have a bunch of videos up already and that way they can watch what I’m doing beforehand without having to just go on faith. So then I can even go something like this, how to freelance online. Learn how to develop practical
skills to freelance online. I can even promote
another course in this ad. I realize that people doing
AdWords might be freelancing, I can test out putting another
ad for another course on here and I can even try this in another video, I can even do here how to work online. So I can even put all
these different site links on here and just test them out. And then what you have to
do to get them on there is hit Save. So now, I try all these on here, and there’s tons of other
things I can do too. What I will do after I make this video, I will put free preview on YouTube and that people searching
will actually get a chance to watch this video, and you
might have even came here this way, and watch this
video after seeing the ad. This maximizes my clickthrough on the ad and then if I actually make
a sale, then Google AdWords tracks that so I can see
then that someone made a sale through the various site links I’ve used. So site links are really
powerful, you can have up to four site links on
one ad, so the sweet thing, you can see all of these are approved, I know these can run on there right away. So I go up to Ad Groups,
and then what I do, I go back and I want
to test my link synergy tracking template here, so I test this, and then there’s a final
URL mismatch on these, so then I have to go
back through there and see if there’s any issues on
the Google AdWords course. So there’s a final URL
mismatch, so then I have to go diagnose why there’s a
final URL mismatch on these, and it has the www on
there, and this one has the www on it also, mismatched URL, so now there’s udemy.com/courses. So what I’ve done, it looks
like I copied the wrong tracking template in
there, and that can happen. So all I have to do is
go back to Campaigns, because if there’s a final URL mismatch Google’s not going to run that. So what it shows in the diagnosis here, it shows that it’s sending
them to a different website. So I go over here, I
go to another campaign that I’m already running things on, and now I turn off all
enabled, or I just do enabled, and then I’ll go grab one
on here that I’m running, so I’ll just take this freelancing one, I’ll go over here and check on this one, so now I click Test on this one to make sure this one is working, so then all I have to do
is copy this tracking one, I go paste this tracking
one in, I hit Save, fix the tracking on here,
and now I go Test on this, and now it says landing
page found on all of these so that’s what it should look like. So you can see, it’s not
that I do things perfect in Google AdWords either, it’s
that I double check things, I fix little problems I have,
and then I get that back sent up out there. Now the problem is Google’s very punitive. Sometimes you can literally
get your entire account suspended for messing up
something small like that, and I’ll pray that doesn’t
happen for me, because, you know, you just do
your best with things, and Google can be very punitive
if you get things wrong, and I messed up a lot of things
making my early Google ads so I’m grateful Google also,
if you make another account, as long as you don’t
keep doing the same thing on a huge scale and keep
trying to screw Google over, Google will generally let you
make a new account from fresh as long as you don’t advertise anything you were advertising before. You put the same keywords,
you put the same URL, your account will almost
instantly get suspended. If you really want to start fresh, a new domain, a new gmail, a new product, Google will usually let you
do pretty well with that. So the last thing I wanna
show you here is copying and turning this local campaign, you localize, say, USA,
so really national, I want to turn this,
now that I’ve verified the tracking’s correct
on it and everything, I want to turn this global. So there’s two ways to do that. First, I want to get
some of my established higher-cost sales countries. So I can do that, I can go look in here at some of my existing campaigns, but I already know those
off the top of my head. So what I’m going to do,
I’ve selected the campaign I just made, I go to Copy
on it and I go to Paste. Now, this is risky, to copy a campaign if you don’t have all
the ads approved already, and if you’re not sure exactly whether the things you’ve done are going to work. I’m pretty sure everything’s
going to work out fine, so I’ve copied this twice. I’m going to do a UK,
Canada, Australia campaign, and then I’m going to
do a global campaign. So between all of those
different campaigns, then I can test out the
entire world at once. So I’ve got faith that
what I’ve done in this based on copying ads that were approved, using keywords I’ve used
before, and doing things that I’ve done already in other campaigns, I’ve got confidence I should
be able to simply copy this. Now, if you don’t have confidence,
when I try something new, what I do is I do just
the first ad, one day, and then the next day I check
back, I do the next ads, and then the day after
that I copy the campaign. So this is nice because I
can do all of these at once. And I’ll call this converted,
that’s my language for the convert it, and then
I go global on these. So then all I have to
do is go in and change the country targeting,
everything else in the campaign is the same. All the keywords are the
same, all the ads in here are the same, everything stays the same, all the ad extensions, all I need to do is go switch the countries in here. So to go switch the country targeting, I just go over here to remove the USA, I go United Kingdom,
add, I go to Canada, add, and then I go to Australia, add. So now that’s three more
countries I’ve gotten here. I’m going to use the same
CPA on these countries. And then I’ll change it up on the global. So see how fast all
that starts turning into a lot more focused, scaled-up
campaigns when you’re able to do it global. SO I go over to Global,
I go over to US here, and what I’m going to do, I remove the US, and I’m actually going
to exclude the US now, because Google has all countries
and territories targeting so what I’m going to do
is exclude every country I’ve targeted in another one. So this effectively allows me, then, to split tests conveniently by country. Now, you can do all this
within a campaign also, and I did that in my
last AdWords campaign. It just gets a lot harder to optimize. So I know I mainly need
to optimize between the USA, my converted
countries, and global. And now for the global, one
change I’m going to make, I want to change the target
CPA global to much lower. I want to do about nine dollars global. Because I want the bids
to be a lot lower global. I don’t want to be bidding
eight dollars a click in a country where that’s not necessary. With the global, that’s going
to run in all countries, so that’s some of the biggest
areas of success I’ve had is advertising globally. My existing AdWords
course, that’s where almost all the sales are coming
from, is globally in it. So if I, if I go to all
time, I can show you the data I have on this
existing AdWords course, and this one showing to a lot
of countries in the world, all I’ve done is exclude
countries that weren’t working. So here’s how, I go to
Locations, I go to where users were, and I sort by conversions. And you can see this is a global one so these are the top converting countries, US, Canada, Ireland is
actually up there pretty high, New Zealand, UK, and Australia. That’s surprising, what’s
the cost per conversion? So you can see that’s pretty sweet, the cost per conversion’s
only six dollars in Ireland, so that’s a pretty sweet deal. Jordan, this is why I
love global campaigns. Five cents per conversion in Jordan. 39 cents per conversion in Hungary. So the global campaigns often can get you some exceptional results. Now if you also look at the cost here, you’ll see some of these
countries I’ve spent money and I’ve never got a sale in them, and there’s lots of countries like that, I’ve never got a sale in them on here. So I’m able to go through and exclude some of those countries. So now I’ve shown you how to
make three different campaigns, I’ve shown you how to do
them globally targeted, so you’ve got a really strong
foundation here in AdWords. To me, to make this the perfect tutorial, there’s one more thing to show you, and that’s how to make an ad for YouTube. So in order to make an ad for YouTube, what I want to do is go over
and grab my YouTube video here. So this is a YouTube video
and I want to just do this to my remarketing audience and do it to my, to people that
are looking at Udemy. So I’ve got these YouTube
ads going already, and these are simply to
rank the video higher. So in order to make a
new campaign for video, I click here, and then I go down to Video. Now that this is loaded up here, I use Standard on the video just fine, and so now I’ll go down to
Udemy March 2016 Updates. So on this I’m going to get this out to my existing audience that’s
already on Udemy especially, and now I’m going to split this one also, so I’m just going to go,
I’ll put $10 a day on this, and the nice thing, on
YouTube video ads these, since they’re just for search placement organic search and suggested video, you don’t have to run these forever. All I do on these, I try
and run these long enough for the video to rank
high and to get it out to my audience and then I stop. So for this I’m going to
do the sales countries all together here because remark, I’m going to do remarketing
and keyword targeting. So I’m going to do the sales
countries all together on here, so this is pretty much
the same as creating an AdWords campaign for the
search, as I’ve shown before. There’s just less options here. Now one thing I will do,
I will decrease the bid by 50% on here because
people on mobile devices don’t tend to watch as much of a video, and then I’ll go frequency capping, I’ll limit this campaign
to one impression per day, I don’t want YouTube to show this a bunch. And then up here I have
exclusions I can put up on here, so I can put all these
other topics on here, so I can also exclude these
unlabeled and sensitive subjects on here, which is good too. Now, I don’t wanna exclude too much, but I’d rather, if someone’s
trying to watch a video about a tragedy, they
probably don’t need my video at that exact moment, although
maybe they do, I don’t know. So I hit Save and Continue
on this, and now YouTube ads is a lot more simple. So I’m just going to put
this YouTube remarketing here and do it by audience. So I drop a YouTube video
in here and then I do an in-stream ad, and I want this to show in-stream to people, and
now what I’m going to do, I put the display URL on
here, and then the question is what kind of final URL
do I want to put on here? Well, most of these people aren’t likely to buy a course or anything. However, I’d like to get people
who’ve watched this video to my website, so what I want to do here is put jerrybanfield.com/udemy
as my display URL, and then I can put that
on the final URL also. And then in the URL options I
could put a tracking template but since I’m sending them to my website, I don’t need to do that. So then I put the maximum cost per view. Well, I know nine cents will be plenty for the countries I’ve
selected, which is pretty sweet. And then I enter zero for
a custom bid adjustment. So I’ve got, that’s my
basic ad setup here, you can see it’ll show in
front of another video, a video I’ve already used
that people have liked, I call it YouTube remarketing
because I’m actually going to do, I’m going
to remarket to people who’ve already watched my YouTube videos and already looked at my Udemy courses or are interested in udemy.com. So the first thing I’m
going to do on here is put in my remarketing audiences. So I already have these
video marketing lists, so I’ve got all these
people who’ve already watched a video from
me, so I’m going to put all of them in here and
hit Done, so the ads will go out to them, and then
I hit Save Ad Group. So now I’ve got that
done, it’s pretty similar to what I’ve done on other
ads in Google here with you. The one thing I want to
change up, I want to make some different ad groups for my
YouTube ads based on interest. So what I’ll do, I’ll select
here and I’ll hit Copy, and then I hit Paste. And this will give me
another ad group that I can test some different targeting in. Now, you can test all of your
targeting in one ad group. It’s easier if you put the
basic idea of your targeting into one ad group, like I’m doing here. And I’m going to paste this ad group again so that I can also do some other keywords. So what I’m going to do
is call this right now Udemy Remarketing, which
this then will show to all of my existing
Udemy, anyone who’s visited any of my course pages. So I’ll change the names on
these to reflect what I’m doing and then Udemy keywords here. So those are the three
different targeting. Now the cool thing, I can
actually change the bid here. So I can put the bid down
on this to like six cents, because I really want to
reach my remarketing audience, but I want to get all
of my ads to show also. So then in order to switch
this I need to switch the Udemy remarketing, and
you’ll see the ads are in review. Now, I normally don’t go
make a whole bunch of ads all at once until my videos get reviewed. I’m fairly confident this
should get reviewed just fine based on my previous experience, but as with everything else I’ve said, I try to take things slow. Because if you get something rejected, it’s a real pain if you’ve
went and made 50 ads. I’ve made literally 500
plus ads and got them all rejected before, that’s
why I say to take it slow. So now I remove, in this ad
group, the Udemy remarketing, I remove that and then
what I do is go in here and click plus remarketing. Now what I need here, I need
my AdWords remarketing list, so I go to AdWords Remarketing. Now what I can do is go put
in all of my Udemy course landing pages here, so I just click these, one at a time, and this
gives me the ability to remarket, I’ve already set this up through Google Analytics,
and I’ve linked my Google AdWords account with Analytics. I can now, whenever someone
who’s been to my Udemy courses is on the same browser window,
I can then show them ads on YouTube showing them the
newest of what I’m doing on Udemy with the intent
to sell more of my courses. And I’ve even got my website
audience in here also. Sometimes I split the
website audience out, for this one I’m just
going to put everyone in here all together. So I’ve got all of these
in AdWords, actually, it has so many that it
gives me a new page here, and All Converters is then
one that’s specifically made up of conversions. So I’ve now got all of these on here. So now this one group,
adgroup, targets all of these. You can see why I wouldn’t
want to put every single one of these all together. So I’ve now got that,
and then the last step is to do the same thing on keywords. So if you don’t have remarketing, you can still do this with keywords. Now, keywords often work
terrible compared to remarketing, but hey, if you don’t have remarketing, you do keywords or
interests or placements. So for this I’m going to do keywords, because I don’t even want to
waste time with placements. These are pretty specific,
so I’ve done Udemy and udemy.com here, and those
are the only two keywords and it’s that easy. Now, I can find related
keywords if I type in Udemy, Google will give me some
related keywords down here, and yet I’m not interested
in finding related keywords because I’ve already done this on others. I have Udemy and udemy.com,
I only want to get this out to people who already know
about Udemy, so I click Save, and now you can see these are keywords, there’s no remarketing in this ad group. So in the whole campaign, now
I’ve got YouTube remarketing, Udemy remarketing, and
Udemy keywords all together all at once, so now all I have to do is wait for these to run. So there’s one other sweet
thing I can do right now. So I’ve got this one up here,
same as with the other one. Now this only goes, and I want,
I can call this USA+ here, then what I can do is copy
this and do a global one because globally I’m going to
be able to get one-cent views globally, I’ll probably
get about four-cent views US, Canada, and Australia. I can get one-cent views locally, so when I combine the two of
those, that’s very powerful for getting the video
ranked high and getting it out to a global audience. So if I zoom in, I’ll
show you what I mean. Now the cost per click,
don’t worry about that, we’re going for organic video ranking. So these, this is my, I did the same thing on my Fiver video. So same strategy here, and what, if I just show video campaigns now, so I’ll go over here and
just show video campaigns, so it pulls those stats and
I’ll show the error there, and it says an internal
error occurred, okay. So I’ll try and copy it again. Paste. Random Google error. So what I’ve got, you can
see I’m paying four cents a view in the USA and similar countries. And then one cent per view globally. Well, for ranking, it’s
ideal, you want to get both a lot of views and people who
are as interested in possible. So if I show you the people
in the US, Canada, Australia, UK are watching a lot more of the video. However, there’s a lot more people watching the video globally. Globally, I’m able to get a
lot more actual views on it, and minutes watched. So even though the cost
is four times higher here to get these, I’m getting
a lot of people that are watching the video all the
way to the end here also. One percent, this video’s
almost an hour long that I’m advertising on the Fiver one. So the 25%, I’m actually
getting more minutes watched out of the global one. So for ranking, it’s
ideal to do both global and the USA+, so it’s just as
easy as what I showed before. All I have to do, I go up to Edit, I remove the countries I targeted before, and now what I do is I go
back and exclude the countries I already put in. I go exclude Australia,
I go exclude Canada, and then this will allow it to
run to the rest of the world. So since the primary
value of this is building an ongoing relationship
and getting search ranking, I don’t care where these ads run. Any country is just as
good for running these ads. The one thing I do want to
change, I want to change my bids. So what I do on my two remarketing ones I do two cents each here and
then on the Udemy keywords I’ll do two cents each here on these too, and then one thing I’ll do
different on the global campaign is I could set this up
on the global campaign to run anywhere. However, on this one, the
exact topic of this video, I’d rather keep it more
strictly to my existing audience on what I want, so I’ll actually
put this a little higher, I’ll put three cents so I
can have a better chance of getting this out to my
existing remarketing audiences. However, like on this Fiver video, you can see in here what I did, I put it in on the business section here, so a lot of the views
on this are coming from the business interest. So now I’ve went and showed you how to make a video campaign,
I’ve showed you some of the most helpful things that
have worked for me in AdWords. And I’m honored you’ve spent
so incredibly much time here with me, it’s gotta
be at least an hour by now. So I’ve went through and
made five campaigns here with you live that I’m
actually running and testing in my account based on
what’s already worked on the other campaigns in
my account to get results that I’m very happy with today and that I’m continually
testing and improving. So I’m honored you’ve spent this time here and I’m thinking, I’m guessing now, if you’ve found this
helpful, there’s got to be a good chance you’d like more. So if you want more specifically
about Google AdWords, then you can get more about Google AdWords in my AdWords course. And if you want more about,
I have a bunch of other courses also. I have a ton of other courses online too. If you want to learn more, for example, if you want to see how
I’m teaching on Udemy, I have a full course that shows exactly how I’m teaching on Udemy. So you go to my website,
and here’s the link, jerrybanfield.com/udemy,
you can get coupons to all of my courses
right here, for example, you scroll down, there’s a Google AdWords course coupon right here. You click that, it has
a different coupon code, but it takes you back to the same place. So if you want to learn
how I’ve got this video, it’s probably gotten quite a
few views on YouTube by now, if you want to learn how
I’m doing things on YouTube, I have a complete YouTube course. If you want to figure
out how I’m doing things with my Facebook ads and marketing, I have a complete Facebook
ads and marketing course on the same page right at the top. If you want to see how I’m teaching online and able to make all these courses, this is one of people’s
favorite courses I made, The Complete Udemy Instructor Course, it shows you exactly
how I’m teaching online. 12,000 other students have taken this. Now if you want to
learn from other people, I’ve even got some of the
other bestselling courses on Udemy listed on my website also. And I have courses I’m teaching
with other instructors. Ermin, we’ve made a bunch of
different courses together, he’s made, like, here’s an
example course we have together, our Red Hat Linux course, and then these are all the
courses Ermin’s teaching and you can get coupons
to all of these as well. So our bestselling course
is this hacking course, you can see a ton of people
have taken this course, and then there’s coupons
to this on my website so you can take it at a lower price. So there’s tons of coupons
here, you can even do things like learn about Bitcoin, I’ve
got Eckhart Tolle’s course, I love Eckhart Tolle, I
buy pretty much everything he creates, I’ve got even a startup course if you want to learn
how to freelance online, I’ve got a coupon to my
freelancing course right here which people have really enjoyed. And then tons more coupons
all over the place for you on my website. If you want the Google AdWords
course, it might be easiest to go to jerrybanfield.com/udemy, and then you go apply coupon
and you get it right here. So thank you very much for watching this, I made this video on
March 10th, 2016, live, complete with dog barking
sounds in the background, complete with killing a
bug that was in the room, complete with making
five different campaigns I’m actually using to
promote my business online, complete with trying to
share the most of what I know that’s helpful for you in this video so that you have a chance
to do whatever it is you’re supposed to do today online. Thank you very much for watching this. If you want to subscribe on YouTube, there’s a Subscribe button on most videos. If I go back here, for example,
there’s often a watermark in the corner or you can just
hit the Subscribe button, that’ll be right below my name. I value your feedback on it, if you’ll tell me what you
think of it you can help me make better videos for you in the future. If this is on my Facebook
page, same thing, just comment on the Facebook post, I’d love to know what you think. Share this with a friend
if you know someone who could benefit. Have a great day, thank you for watching, I hope to see you again in another video.

81 thoughts on “Google AdWords Tutorial March 2016! How to Make Google Search Ads and do YouTube Video Advertising!

  1. Hey Jerry thanks for such a valuable & informative tutorial video on Google Adwords. As a complete newbie to Google Adwords this complete tutorial really helps.

  2. Wow Jerry this was awesome, thanks for the insights on your Adword setup for your courses. Going to kick start mine off at $5/day. Currently set up the conversion tracker (Unverified) and have started creating some text Ads. Once again thank you.

  3. Jerry, first click would like to interview you for our SEO, SEM and SMM podcast with 6k downloads. You can check it out here firstclick.podbean.com

  4. you are awesome! Love your personality and the way you describe the course. I will definitely be taking some of your Udemy courses.

  5. Jerry – I am a Digital Marketing tutor and love this video. Any bite size videos of how to use Adwords for beginners?

  6. i need help i ran about 7 month a travel affiliate website i test google ads facebook ads no matter what i do no one buying can i make money with travel affiliate or not thanks if you or or anyone how have experian answering my question 🙂

  7. Hi jerry i like you google adwords tutorial so can you please give me your skype id ? if you don't mind. thanks

  8. Just saw this video and I wanted to sign in this course, but it charge USD35 instead of USD10? What's going on?

  9. please put subtitles in your videos. you are very clever I need to learn more with you, but my English is very bad kkk. I'm from Brazil!

  10. Great video, long but well worth watching. So much information, and you kept it entertaining and very "real"! Thanks so much!

  11. After clicking save and continue…Error is coming — "To use the selected bid strategy, you'll need more conversions. "

    I have made 5 conversions and added that to my website also ..please help me. thanks

  12. You are a child Jerry . you don't know exactly how to publishing ads on google adwords . Its not targeting campaign. You just show how to advertise your product nothing else . If somebody follow you or setup a campaign like you then they will losing a lots of money. And If someone get conversions then it will very low conversion. But they will lose money 100% sure .

  13. help !! I'm at the budget part and it not letting me save it
    keep saying :
    To use the selected bid strategy, you'll need more conversions.
    please help.

  14. lol conversion code verification can take up to 48 hours after adding the code, would be nice to know that.

  15. thank you for this Jerry! just purchased your course! =) Good luck for all your present and future endeavours!

  16. I got to the 40 min film and I've had enough. Too much side topics crossed over with personal stories.

  17. Holy fuck man, practice talking like a person before you make these videos. I have your udemy course on adwords and you talk like this through the entire course. Its a good course but jebus it hurts to listen to it.

  18. Jerry, I've just discovered your videos. You speak my language. I love the way you describe WHY you are making the choices you make. Will do your course eventually. I'm just starting out and my head is exploding! This is exciting stuff.

  19. Jerry , you speak very clearly English, I understand you very well ! but I don't understand indian english very well.

  20. Wow… This video is just too helpful for people like me. I'm willing to do your course. Thank you so much Jerry for this video. It helped me a lot.

  21. I went to your website and bought the adwords course for $9. I pressed the download link and it just directs me to a page asking me to pay $199 for something i just payed for. I payed $9 more dollars to try again. Same thing happened. There is absolutely nowhere on your website that shows any contact information so i had to resort to leaving a youtube comment. I'm very frustrated and would like the service i payed for.

  22. Jerry, nice job here! I just wanted to say that just about 5 minutes into your video (btw watched 100%) I grabbed my credit card and was about to buy a couple of courses. Yet, I was quite unhappy to see that only paypal and bitcoin payment methods are available. The problem is that paypal was disabled in my current location (Turkey) few months ago. Is there any other way to pay with credit card but without paypal? If not, no problem – you've probably having 60,000 people like me who already bought 🙂

  23. dear jerry please if you see this please I need a little help I setup as a starter 20$ just to test what I understand from this video I had completed the campaign in AdWords only but it keeps taking the money without getting paid back I know it sounds dump but please at least put me on the right direction and I will buy you're courses indeed when got enough money from AdWords cause I know there is a lot to be learned from sir

  24. Dont spend your time learning AdWords, I will setup and optimize your account!
    Dedicate more time for your business. Check out my gig:
    https://www.fiverr.com/rafaelmendoza10/setup-and-optimize-adwords-account

  25. Watch all of my 180+ free tutorial videos at https://www.youtube.com/playlist?list=PLwjXVhbTO15Pzetm_-UAupugEy9xA0VCY! Take the complete Google AdWords course at https://jerrybanfield.com/product/google-adwords/ and continue learning with me forever for one price at https://jerrybanfield.com/product/jerry/!

  26. Thats super confusing though, your cost of conversion was 15 for the US but your linking to something that cost 9 dollars for a long time. That means youre loosing a lot of money right?

  27. Thank you for posting the video. I learned a lot. You were little bit of faster in clicking the buttons, which made me rewind the video again and again. But thanks anyway !! 🙂

  28. I truly appreciate you for taking the time out of your schedule to share your knowledge & experiences with Adwords by creating this video. I'd love to send a donation. Message me to let me know how I can make that happen. Thanks again.

  29. helpful for me as both a refresher, foundations builder, and future strategy building. I'm deep into adwords, but good to go back from the perspective of someone who definitely knows what they are doing, vs my memory of just figuring it out as I went. Valuable to new and seasoned users.

  30. Take my 25+ hour HD video course and 30+ more courses for $10 a month at http://jerry.tips/jbcourses. Join my new Facebook group at http://jerry.tips/joinmoba. Become a client at http://jerry.tips/adclient. Listen to my audio books on Audible at http://jerry.tips/jbaudible or read on Amazon at http://jerry.tips/readwme.

  31. You said two years ago you were struggling to earn money online, then you started teaching in udemy? then what did you teach if those didn't even work on you?

  32. Hi Jerry I know this is an older video but I hope you see my comment. I'm a subscriber to your channel and I see you as a very honest guy. I need to learn this google adwords quickly and start get money coming in I don't have alot of money or time, I'm 70 years old. The question is is this the best adword tutorial out there, I'm talking about your $9 course. I look forward to your answer.

  33. Long, boring, confusing with a lot of self-drum beating. Couldn't view till the end. If you really want to give something nice, make it simple, short. That every one understands. And beat your drum a bit less if you may please.

  34. I purchased your course but I got a pdf that is not even related to the course. What did I pay for I didnt get. Please help me with this issue.

  35. check out my fiver gig if you need more help
    https://www.fiverr.com/deltron101/manage-your-google-adwords-account?arrived_from_manage_gigs=true&display_share=true

  36. https://gigbuz.com/freelancer/i-will-do-1000-social-media-bookmark-backlinks-to-blog-twitter-facebook-for-seo-ranking-2/

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