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First thing you should do even before logging into Google ads is to create the basic structure for your

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account, you're finished.

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Construction will look similar to this graph.

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You can see that Google ads account consists of multiple campaigns, outgroups, keywords.

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And as extensions come back around the top level, usually one company or one category of products or

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services that you offer.

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So, for example, if you are a creative agency providing different marketing services, you can have

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one company for creative services, another company for full time video production services and so on.

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Let's assume we provide just those two categories of services to either illustrate the concept next.

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This vision is to decide what type of campaign you want to run.

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You have plenty of times to choose from such campaigns, these big campaigns, video campaigns, calling

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campaigns or marketing campaigns.

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In this chapter, we would cover such campaigns other than a campaign, types would be covered in other

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chapters.

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Now let's take a look at general guidelines when choosing campaign type.

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If you want to display your art in front of people who are actively looking for their products or services,

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you offer to search campaign type.

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If you want to boost brand awareness and visits to your site to video or display campaign type, if

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you want to bring back people who visited your website in the past, for example, to complete the order

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to three marketing campaign type, if you want to generate phone calls for your business to call only

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campaign type.

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Then you should think how much budget you want to spend for each campaign for start.

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You can just copy your revenues, traktor if you know that 70 percent of the revenue come from the creative

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services and 30 percent come from the video production services.

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And you have about one thousand dollars for advertising assigned seven hundred dollars to Creative Services

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campaign and three hundred dollars to photo and video production services, and then save some budget

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for a marketing campaign aimed at previous visitors of your website, which we will cover in the separate

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video.

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Then after you gather data, you can optimize your buddies split.

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For example, if you notice that you have better return on investment from a video production services

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campaign, you can assign more money to that campaign.

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Then after it is tacked on the campaigns, you'll decide then what other groups you want to have inside

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each of their campaigns and groups contain one, or ask that Sherazi Nadhim usually one out of a CEOs

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or one product or service or one product or service.

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For example, we have campaign creative services.

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We offer creative services such as website design and product design.

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We can add these two other groups to our creative services campaign often is a good idea to create additional

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General Abigroup that will contain ads targeted to people who are not searching for a particular creative

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services like website design or product design.

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But rather they thought they can to search our general queries like Best Creative Services or Higher

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Creative Agency.

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Let's ask these general groups with the Creative Services Campaign, as well as a guideline.

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You should not have more than 10 other groups campaign as it is hard to manage.

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Now we are probably groups to our campaign as well.

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Next step is to assign keywords to each of the groups and break it this way.

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We determine which ads from the particular groups would be shown.

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The process is similar to what we did in this search engine optimization chapter, but even a couple

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of differences.

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First of all, you should know that you have five different keywords, match types that world match

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with modifier for Azmat exact match and negative match.

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All these options are provided to let you precisely decide when you want to show your ad and when you

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don't want to show your ad.

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Let's assume we want to show our ad in front of people who enter the creative services keyword in the

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Google search bar.

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We would match type, which is a default match type in Google ads.

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Your ad will be shown not only to people who entered creative services in search bar, but also to people

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who in their query, use synonyms of these keywords.

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Related keywords, misspellings are different order of keywords.

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So your ad may as well be shown to users who type how to create my own design service web page.

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If the query is so different from your initial intention, why do you even consider using Broadmarsh?

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First of all, it is the very best to use this much type.

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It also gives you the most search volume and also it may give you additional ideas of keywords that

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you could not figure out on your own.

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Most companies use part of the budget for growth, much like keywords to experiment, but only combined

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with negative keywords which will cover later other match types.

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Broadmarsh type with modifier.

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It works just as much, with exception that you tell Google that one or more keywords must be used in

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a user search query exactly how you specified them.

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You mark those keywords with plus symbol in front of them.

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So if we would use less creative services keyword we have a plus sign in front of services.

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Our ad can be shown to people who are typing in Surber Creative Solutions or business solutions for

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creative people.

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The point is, creative work must be included then is the phrase that you specify, the whole phrase

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that must be included in the query to show your ad.

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But words can be added before and after this phrase, but not in the middle of the phrase.

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You mark with phrases required by closing it in quotes.

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For example, if you use creative services in quotes, your ad may be shown to people who search for

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where do I find the best creative services or Creative Services Agency.

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An exact match gives you the most control over which query triggers your ads to be shown on the exact

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time or its close variations will trigger your ad nowhere as before or after not related keywords.

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You marked the exact match by closing your keywords in brackets.

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For example, if we would use creative services in brackets, your ad may be shown to people who typed

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creative services or creative service in the search bar.

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This Monotype has the best relevancy, you display your ad exactly or almost exactly when you want,

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but at the same time it is the most expensive match type and it often gives you a very low volume of

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art you can show to people as there are not enough searches with these exact keywords as you want to.

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The last match type is negative match type.

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If you use match types other than an exact match type, you should specify which keywords.

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Using Equerry should prevent your ad from showing to the users.

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These can be keywords like free tutorial, YouTube and other that are not relevant to your business.

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You mark negative keywords by placing minus sign before them.

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For example, even if we specified creative services as very smart, but we added free as negative match

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type, our ad will not be shown in front of the user who entered into Google's search bar.

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Where can I find free creative services?

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Having all this knowledge, we can log into Google ads account and set up some of the useful things

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inside the store.

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See you in the next video.