Join Brad Batesole for an in-depth discussion in this video Creating an ad group and adding keywords, part of Google Ads (AdWords) Essential Training (2018).
- [Instructor] Now that your campaign is configured, it's time to focus on setting up your ad groups. If you recall from earlier, the best practice is to create separate ad groups for each theme or product that you're offering. Remember, every ad group contains a set of keywords, ads, and bids that you'll manage. If you've been following these movies in order, you're probably on this step, which is where you'll begin creating your first ad group from within our newly configured campaign. Now, each time you set up a new campaign, Google walks you through step by step, everything from the ad group creation to the ads.
Now, it's okay if you leave the process. You can always add new ad groups or ads at any time, and we'll look at how to do that later in this chapter. Now we're going to start by just creating one ad group, but you'll probably end up with lots of additional ad groups under each of your campaigns. Let's start by creating a very specific ad group around our Landon Hotel summer discount offer. So the first thing we need to do is give our ad group a name. And, much like our campaign name, the ad group name should be very descriptive because we're gonna have multiple ad groups.
Now, in this case, I'm going to be theming my ad groups around the idea of a discount. So my first ad group is going to be a 25% discount. So I'll start by adding that in the name. Now, I'm going to focus this ad group on keywords for people searching for hotels in San Francisco. So I'm going to call that Hotel General Searches. This way, I know what's going on within this ad group. From here, I could create another ad group and call it, say 25% Discount San Francisco Attraction Searches.
That way, if people are looking for attractions or things to do in San Francisco, I might also show them a discount about my hotel and I could even take that a step further and create another ad group, say, to try a 30% discount, and so on and so forth. From here, we need to add in our default bid, and this is our maximum CPC and it'll be the default for the entire group. We figured out that the Landon Hotel's max CPC is $4. And so we'll start there. If you get curious and want a refresher on any of these terms, oftentimes Google will place a question mark that you can hover over, and it'll remind you what you're setting.
Now, you can have various settings for each ad group. So you may say that this ad group is worth $4 for a click, but another ad group that you're trying out maybe's only worth $1 because the goal isn't a sale, it might be just to drive traffic to your blog. Now earlier, we used the Google Keyword Planner to identify a list of keywords, and we reviewed the various match types, such as broad match and exact match, that can be applied to our keywords. So what we do is begin adding our keywords, one per line, into this box, and these are the words that are going to match with the queries that customers are searching in Google.
So I can put in San Francisco Hotel Deals or San Francisco Hotel Discounts, and what you'll see is that, along the right-hand side, Google will continue to offer keyword ideas. And all the way on the right-hand side, Google is going to offer some traffic estimates, based our our budget, based on the keywords we selected, and our cost per click. In this case, Google's suggesting we could get about 30 clicks a day with how things are set up. Now, back to our keywords. So, what we might do is decide on a phrase match, and we can place quotes around that particular keyword.
Or an exact match, we could put brackets. And, if we wanted broad match modifier, well that's where we would add the plus symbols. I think you get the idea. Now, I recommend that you start with about 10 keywords. But, for the sake of time, I'm just gonna do these two. Now, you also may notice that Google reminds you of the match types here at the bottom. So, if you ever get confused, you can simply click the Learn more link. From here, we'll simply choose Save and Continue. Next, we'll talk about setting up our first ad.
Once you've set up a new campaign and written your first ad, you can learn how to use AdWords reporting and Google Analytics to monitor their performance. Instructor Brad Batesole also shows how to optimize ads to get more clicks, conversions, and ultimately more return on your investment (ROI). Finally, go beyond the basics of AdWords with ad extensions—a feature which can increase your click-through-rate by several percentage points. By the end of the training, you'll know everything you need to create effective PPC ads on the Google ad network.
- Defining your customers and your marketing goals
- Setting up an AdWords account
- Researching keywords
- Targeting with keywords
- Creating a campaign
- Adjusting your bid
- Creating an advertisement
- Writing a text ad
- Running reports
- Connecting Google Analytics
- Optimizing a campaign
- Using ad extensions
Skill Level Beginner
Q: This course was updated on 11/21/2018. What changed?
A: New videos were added that cover creating responsive search ads and adding a click-to-message extension.