6 Things I Wish I Knew When Starting A Google Ads Campaign

6 Things I Wish I Knew When Starting A Google Ads Campaign


So in today’s Google Ads tutorial we are going
to talk about six things that I wish I knew when I was first getting started working with
Google Ads, or as some of you still call it, AdWords. By the end of the video, you will know those
six things that will hopefully, help you become better at doing Google Ads and help you become
more successful in your campaigns. Stay tuned. So if you like videos about Google Ads and
starting your own small business, do us a favor, hit the subscribe button below in the
little bell notification, so you get notified when we release new videos each and every
week. Number one, it’s not about the quantity or
number of keywords that you have in your campaigns, it’s about the quality. Now what I mean by that is if you’re starting
a brand new campaign, and you are advertising… Let’s just say you’re advertising spend is
less than $1000.00 a month, you do not need to have a thousand keywords in your campaign. And some people would be like, “Well, that’s
a lot.” Yes, it is. Other people would say that that’s not very
many. Now Google made a change a number of years
ago when it came to keywords. And it used to be if you did not have the
keywords in the campaign, Google would not show your ads for that search. But that has changed. Over the last few years, what has happened
is they have basically started saying, “You know what? People are searching for this keyword. It’s not necessarily in your campaign, but
it’s highly related to what you are advertising for, so we are going to show it.” And it’s really helped us as advertisers really
hone in as advertising searches change. Now when we talk about changes, sometimes
that could be instead of people that used to be looking for maybe a plumber with a zip
code, now they’re looking for plumbers near me. That might be their keyword. That used to not be the case, but with these
search terms, or terms that people are actually typing into Google, we’re able to see as these
terms change and in different locations, especially, what people are searching for. So just because your keyword is not in the
campaign does not mean that it won’t get shown. So to find out more about this, in your campaign
go under keywords, and then check out search terms, and you can see what people have been
looking for. Number two, the 80/20 Rule. Now this goes back to our keywords, but it’s
a little bit different. When I’m talking about the 80/20 Rule, yes,
I am talking about the Pareto… excuse me. The Pareto principle. And what we’re talking about is 80% of something
will come from 20% of another thing. And in this concept we are talking about 80%
of your sales, or your business is going to come from 20% of your keywords. So let’s just say if you have a hundred keywords
in your campaign, 80% of your business is going to come from 20 of those 100 keywords,
and I can’t tell you how true this is across multiple campaigns, multiple accounts, I don’t
know how many industries. It is very true. Oh, probably getting distracted by the puppy. This is absolutely a 100% true, true principal. But when we’re dealing with it, a lot of people
will not put that into effect. What we like to do is we like to find out,
as fast as we can, what the 20% of those keywords are and we put those keywords in their own
campaign. And now we can name that whatever we want. Whether it’s called conversions or converted
keywords or top 20% or whatever it might be. But then we know that those are in their own
group. They are basically separated and the majority
of our budget is going to go towards those keywords. Make sense? So the 80/20 rule, 80% of your business is
going to come from 20% of your keywords. So do you agree with me about the 80/20 rule? Do me a favor, in the comments below let us
know if that works out for you. Go check some of your campaigns and see if
that is not, in fact, true for your campaigns. Let us know just by saying yes or no. Number three, take your time and do it right
during the setup. Now, a lot of people will just basically set
it up as fast as they can and they don’t take their time and go through all the settings. When we audit campaigns, this is where we
find a majority of the problems. We don’t go in there and just say… start
tearing into ads. The first place that we start is inside the
settings. What’s going on in there? Are they advertising across the entire United
States when they only service the Los Angeles area? While that seems really kooky and crazy to
say, it’s happened. We’ve seen it happen and they wonder why their
entire budget is used up by 30 minutes after their campaign turns on for the day. It’s some of those settings. Another big setting is not just location,
but time of day. If you are advertising your campaigns 24 hours
a day, seven days a week, and you don’t have an E-commerce company where people can buy
24 hours a day, seven days a week, chances are you should probably reign in those hours
a little bit. But those are just two of the… a number
of settings that could really trip up your campaigns. So make sure you take the time and you set
up your settings correctly. Number four, your ads are not all the same. Meaning, you don’t want to have one ad for
your entire campaign, nor should you expect one ad to work in one ad group and have it
work just as well in another. Let’s say you’re selling cars. You don’t want to have the same ad for all
of your cars that you’re selling. And the reason is, is that you want to be
as specific as you can. And in fact, you would like to have a keyword
inside an ad. So if you are advertising cars and you are
selling blue trucks, in your ad, in your headline somewhere, you should definitely be talking
about blue trucks. In your description, you should definitely
be talking about blue trucks. And in the ad URL, the place that once they
click on it, where you’re taking your customers, it should take them to a page about blue trucks. If you have another ad group that’s talking
about red cars, it should be the same, but with red cars, obviously, inserted instead
of blue trucks. See what I mean? You want your ads to be as specific as they
can. You want them to include keywords and you
want them to be 100% relevant to whatever the person is searching for. If you have a dentist office and you also
offer orthodontic services, you don’t want to be talking about just general dentistry
in your ad for orthodontic services. You want to be talking in that ad about orthodontic
services and sending them to a page that offers those services. Make sense? Number five, quality score is not everything. I don’t care what you read. When you are talking about quality score,
which is the number that Google gives your keywords and kind of grades your ads. The problem with the quality score metric
is, it’s not always a hundred percent accurate. We have keywords with a quality score of two
or three that are the highest performing keywords in some of our campaigns. So that is a guideline. Now the majority of the time, that is obviously
not the case. But you need to take into account how everything
is being measured. In the campaigns I’m talking about, it is
producing a ton of phone calls for these campaigns, which is not being measured because we are
measuring it separately outside of Google. Google does not realize that, so it’s giving
us a very low keyword quality score. But it will also say sometimes, “You’re ads
are not performing the way they should”, but our ads are performing phenomenally. We’re having click-through rates of 15, or
20% on those ads. So it’s just a guideline. Do not live or die by it. Just look at it as strictly as that, as a
guideline. And last, but not least, patience is key. It is so important to be patient when running
Google Ads. Turning Google Ads on and then turning it
off the next day because you think it doesn’t work, is not how you should be running it. In fact, you should basically be running it
for probably about a week to start out with. Now if you can’t afford that, you need to
adjust your budgets. But one thing people do is they’ll turn it
on and they’ll have a five or $10.00 budget a day, but those keywords might only be getting
two or three clicks. So your campaign might only be getting two
or three clicks a day and your budget is used up. Three clicks is not enough to measure your
campaigns with. We like to see a hundred to 200 clicks before
we even start making major changes. So you need to have some patience. Some campaigns it will work right away. We’ve literally had our fastest campaign ever,
which it does not happen as much anymore. This was a few years ago. We turned it on. It got it’s first lead within 12 minutes. That has never happened since. But we also have other campaigns that have
run for a week or so before they actually start getting conversions. You need to measure how many clicks you’re
getting. Now if you’re getting a hundred or 200 clicks
in a day and it’s not converting, you need to make sure that you’ve got your negative
keywords checked out, that you’re looking in your campaign, are all the clicks on a
legitimate keywords, so on and so forth. There’s a number of checks to make, but you’ve
got to be patient and you’ve got to give it time. So if you’d like more Google Ads training,
over to the right hand side there, you’ll see a video called Six Reasons Why Your Google
Ads May Not Be Showing Up and also the first day of our AdWords Optimization series. Thanks so much for watching. See you next time.

3 comments

  • Sunny Chaitanya

    Much respect for you man.. waiting for more optimization videos

  • Mike Mancini - PPC / Google Ads Coach

    Let us know in the comments below if the 80/20 rule applies to your campaigns.

  • The Restart Specialist

    I use the 80/20 rule for just about everything i do. Just starting google ad words through an ad agency. Would you have any possible insight as to when to stop google Ads? just strutted two months ago for my photography industry and haven't seen much ROI. Any thoughts?

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