1 00:00:00,950 --> 00:00:06,500 Now, finally, after all this configuration, we go to the main D'Albert, click on the new campaign 2 00:00:06,500 --> 00:00:06,980 button. 3 00:00:07,670 --> 00:00:11,050 First, Google asks us to choose the goal of our campaign. 4 00:00:11,750 --> 00:00:13,610 Our goal is to generate leads. 5 00:00:14,850 --> 00:00:21,510 Now, the type of the campaign in this chapter, we cover search engine advertising so as to search 6 00:00:22,230 --> 00:00:26,580 also this type of campaign is one of the best for generating your sales leads. 7 00:00:27,450 --> 00:00:32,370 Then how we would like to reach our goal, which is used just for the campaign, set up customization. 8 00:00:32,970 --> 00:00:35,100 But we will skip this and click next. 9 00:00:35,730 --> 00:00:37,320 We name our first campaign. 10 00:00:37,890 --> 00:00:43,770 In the previous video, we decided that we will have a creative services campaign and video production 11 00:00:43,770 --> 00:00:44,300 campaign. 12 00:00:44,970 --> 00:00:47,280 First, we type creative services. 13 00:00:51,250 --> 00:00:57,220 Then there is an option to add this campaign to our search campaign, which we don't want, so we can 14 00:00:57,220 --> 00:01:03,460 track it also so we can take the option to include Google search partners in our campaign because we 15 00:01:03,460 --> 00:01:07,780 want to advertise only on Google search results and with partners. 16 00:01:07,960 --> 00:01:10,210 You never know where your ad appears. 17 00:01:10,930 --> 00:01:13,780 Google will display some warnings, but ignore them. 18 00:01:14,140 --> 00:01:17,410 Their recommendations are not always in your best interest. 19 00:01:18,280 --> 00:01:22,910 Then you can click on Schomer Settings to set the start and end date of the campaign. 20 00:01:23,380 --> 00:01:28,420 You can also set additional tracking and customization of headlines based on your website. 21 00:01:28,750 --> 00:01:29,890 We will not change them. 22 00:01:31,230 --> 00:01:37,500 Then the location targeting we want to show our ads in the United States, so click on enter another 23 00:01:37,500 --> 00:01:40,170 location and search for the United States. 24 00:01:44,810 --> 00:01:51,830 You can add multiple locations and it can be countries, cities, regions, or if you click on advanced 25 00:01:51,830 --> 00:01:55,940 third, it can be even radius of any kilometers or miles from the location. 26 00:01:55,940 --> 00:02:02,540 You specify by expanding location options, you decide whether you want to target people only who live 27 00:02:02,540 --> 00:02:09,020 or regularly visit locations to specify are also people who search for the locations you specify and 28 00:02:09,020 --> 00:02:10,240 are interested in them. 29 00:02:10,760 --> 00:02:17,390 We want the first option, so we choose suitable radio button then the languages of our potential customers. 30 00:02:17,870 --> 00:02:22,200 We want English so we will not change it in the audiences. 31 00:02:22,200 --> 00:02:22,540 Stop. 32 00:02:22,850 --> 00:02:29,150 We have an option to display our ads on in front of people of certain demographics like parental status 33 00:02:29,450 --> 00:02:35,330 or marital status, or only in front of people who are classified as having a particular interest, 34 00:02:35,660 --> 00:02:39,290 for example, people who are interested in banking and finance. 35 00:02:39,650 --> 00:02:43,270 But we will not use this option as we don't want to limit our reach. 36 00:02:43,640 --> 00:02:49,370 Also, we will use keywords to advertise only to people who may be interested in our services. 37 00:02:50,390 --> 00:02:55,290 Next year budget, we want to spend each day, we assumed, for the creative services campaign. 38 00:02:55,550 --> 00:03:02,570 We want to spend about 700 dollars per month less divided by 30 days, which gives us about 23 dollars 39 00:03:02,570 --> 00:03:03,050 per day. 40 00:03:04,010 --> 00:03:07,970 Then we have the beading section and it requires additional explanation. 41 00:03:08,480 --> 00:03:13,250 Each time the user types, the keywords you are interested in, into Google search bar, you want to 42 00:03:13,250 --> 00:03:18,050 display your ad in front of him, but you need to decide how much you want to pay for it. 43 00:03:18,260 --> 00:03:24,230 Whether you want to pay for the impression of an ad or click on your ad or conversion, you can leave 44 00:03:24,230 --> 00:03:29,670 that decision to Google algorithms or you can make that decision yourself if you pay too little. 45 00:03:29,870 --> 00:03:31,610 Your ad may not be shown at all. 46 00:03:31,940 --> 00:03:37,040 If you pay too much in the long run, you will have poor return on investment in advertising. 47 00:03:37,730 --> 00:03:41,330 There is no one recommendation of the best bidding strategy that fits all. 48 00:03:41,810 --> 00:03:46,670 The best approach is to test a couple of different strategies and see which of them brings you the best 49 00:03:46,670 --> 00:03:47,200 results. 50 00:03:48,080 --> 00:03:52,760 By default, Google presents you to recommend and with strategies for the campaign type you chose. 51 00:03:53,000 --> 00:03:57,800 But let's click on Selected Strategy directly to see all of the available options. 52 00:03:58,280 --> 00:04:02,480 If you click on all settings, you can change the default setting for this campaign. 53 00:04:02,930 --> 00:04:06,410 For example, what is the conversion connected with this campaign? 54 00:04:06,740 --> 00:04:12,110 Whether your ads should be displayed all day or only in particular hours, or whether all ads should 55 00:04:12,110 --> 00:04:16,580 be displayed evenly or the best performing ads should be displayed more often. 56 00:04:17,180 --> 00:04:19,160 We will not change any of these options. 57 00:04:20,480 --> 00:04:26,900 Target Customer Acquisition CPA is when you decide that you want to pay a specific price for the conversion 58 00:04:27,140 --> 00:04:32,540 and Google should optimize bids to generate as many conversion at this price as possible. 59 00:04:32,960 --> 00:04:36,530 You need conversion tracking correctly implemented for this type. 60 00:04:36,890 --> 00:04:42,950 Also, you should have enough conversions in the last thirty days for this strategy to work as intended. 61 00:04:43,400 --> 00:04:47,450 Google recommends at least 15 conversions, but the more the better. 62 00:04:47,570 --> 00:04:52,250 So aim for at least 30 to 50 conversions before choosing this strategy. 63 00:04:52,850 --> 00:04:55,850 Also, your target CPA should be realistic. 64 00:04:56,150 --> 00:05:01,730 Paying one dollar for the conversion that is for purchasing shoes for one hundred dollars is definitely 65 00:05:01,730 --> 00:05:03,200 not next. 66 00:05:03,200 --> 00:05:07,460 Bidding strategy is target return on outspent Herries. 67 00:05:08,000 --> 00:05:13,370 This is very similar to the previous strategy, but instead of specifying price for the conversion, 68 00:05:13,670 --> 00:05:17,990 you specify how much return you want for your money invested in advertising. 69 00:05:18,320 --> 00:05:24,410 If you want three dollars in sales for every one dollar spent on ads, your target and price is three 70 00:05:24,410 --> 00:05:25,400 hundred percent. 71 00:05:26,090 --> 00:05:32,120 When you use maximized click strategy logos tries to get as many clicks in your ads within your daily 72 00:05:32,120 --> 00:05:33,230 budget as possible. 73 00:05:33,560 --> 00:05:39,140 With this strategy, you can also specify the maximum price you are willing to pay for a click, which 74 00:05:39,140 --> 00:05:42,920 is a good idea to prevent Google from buying too expensive clicks. 75 00:05:43,430 --> 00:05:49,100 With this strategy, you need to monitor closely the cost per click metric and whether it is not too 76 00:05:49,100 --> 00:05:49,460 high. 77 00:05:50,240 --> 00:05:56,570 Next, strategies maximize conversions, and as the name suggests, Google will try to get as many conversions 78 00:05:56,570 --> 00:05:58,340 within your daily budget as possible. 79 00:05:58,850 --> 00:06:04,850 As with Target CPA, you have to have the correct conversion tracking set up as there are no additional 80 00:06:04,850 --> 00:06:09,800 settings to control the strategy, you need to look out whether it is profitable for you. 81 00:06:10,070 --> 00:06:13,520 It may turn out that Google bit too much for your conversions. 82 00:06:14,300 --> 00:06:18,950 Maximize conversion value is very similar to the maximize conversion strategy. 83 00:06:19,190 --> 00:06:23,120 But instead of conversions, it optimize this around conversion rate. 84 00:06:23,540 --> 00:06:27,230 To use the strategy, you should have conversion value set up correctly. 85 00:06:27,980 --> 00:06:33,710 Targeting preference share with strategy is useful if your priority is to display your ad at the top 86 00:06:33,710 --> 00:06:34,730 of the search results. 87 00:06:35,090 --> 00:06:40,760 For example, if you want to prevent your competitor from being seen before your company by the user 88 00:06:41,300 --> 00:06:45,830 first, you specify whether you want to be shown as one of the results at the top of the search results 89 00:06:46,040 --> 00:06:48,380 or at the first position of the search results. 90 00:06:48,980 --> 00:06:54,500 Then you enter percent that value how often you would like to show your ad on the specified position. 91 00:06:54,980 --> 00:07:00,560 Google will adjust your bid to reach your desired position as close to the impressions share target 92 00:07:00,560 --> 00:07:01,220 as possible. 93 00:07:01,340 --> 00:07:02,600 Within the daily budget. 94 00:07:03,080 --> 00:07:08,540 You can enter Max CPC bid to prevent Google from bidding too high for an individual impression. 95 00:07:09,320 --> 00:07:14,750 With manual bidding strategy, you can set your own maximum cost per click for each keyword you are 96 00:07:14,750 --> 00:07:15,500 interested in. 97 00:07:15,500 --> 00:07:18,350 Separately, it gives you the greatest control. 98 00:07:18,770 --> 00:07:23,990 You can calculate how much you should pay for the click to be profitable, and you are certain that 99 00:07:23,990 --> 00:07:26,120 you will not pay more for the click of one user. 100 00:07:26,600 --> 00:07:31,250 Even with the strategy, Google suggest you to use their algorithm to help you with bidding. 101 00:07:31,610 --> 00:07:37,610 With this option, your bids will be increased or decreased based on the likelihood of click calculated 102 00:07:37,610 --> 00:07:39,290 by Google Manuell. 103 00:07:39,290 --> 00:07:43,190 Bidding gives you several benefits, but it is also very time consuming. 104 00:07:43,640 --> 00:07:46,250 You have to set and assess it a bit separately. 105 00:07:46,610 --> 00:07:49,380 Also, you don't have access to all of the data that. 106 00:07:49,510 --> 00:07:53,020 Will has when they run their algorithms for bidding purposes. 107 00:07:53,340 --> 00:07:55,620 So you should have these two drawbacks in mind. 108 00:07:56,250 --> 00:08:01,410 First, that we will use the manual bidding strategy without the help of Google algorithm. 109 00:08:02,040 --> 00:08:06,840 After one month, we can switch to a different bidding strategy and compare the results. 110 00:08:07,870 --> 00:08:14,110 Other extensions are additional information you can include in your ad, thanks to that, your ad will 111 00:08:14,110 --> 00:08:17,950 take more space in the search results and will have more chance to be clicked. 112 00:08:18,400 --> 00:08:20,560 For example, look at this ad. 113 00:08:20,860 --> 00:08:25,630 It contains not only the ad, but also the links to different sections of the website. 114 00:08:26,440 --> 00:08:32,560 We will add to site like Extension's One to our ABOUT Bayt and one to our Contact US page. 115 00:08:33,850 --> 00:08:41,140 Expand this, I think, extension section, click on the new site extension, first siting extension, 116 00:08:41,140 --> 00:08:42,130 please contact us. 117 00:08:45,620 --> 00:08:51,050 Then description something catchy, inquire as about stunning, creative. 118 00:08:56,820 --> 00:09:00,570 And second line, we get back within 24 hours. 119 00:09:06,630 --> 00:09:10,230 And after that pays the URL of the contact us bait. 120 00:09:12,210 --> 00:09:14,820 Second extension title is about us. 121 00:09:18,860 --> 00:09:22,310 Description why we are the best creative fit. 122 00:09:27,650 --> 00:09:31,010 The second line to our amazing case studies. 123 00:09:36,160 --> 00:09:38,170 And a link to the about aspect. 124 00:09:43,240 --> 00:09:48,460 We are not interested in additional tracking and cattle options, so we just click save. 125 00:09:49,790 --> 00:09:56,900 You can add other extensions like price or location extensions, but often they turn out to help your 126 00:09:56,900 --> 00:10:00,500 ads to perform better, providing additional info to the user. 127 00:10:01,570 --> 00:10:06,580 But as you pay for the click on the extension, the same money as for the clicking the headline of the 128 00:10:06,580 --> 00:10:10,240 ad, you need to be careful and closely monitor their performance. 129 00:10:10,810 --> 00:10:13,510 We will use only siting extensions for this campaign. 130 00:10:14,690 --> 00:10:21,050 WikiLeaks safe and continue to start creating other groups, but we will cover that in the next video.