All right. Here we are ready to get started. We're going to move through this pretty quickly. We're going to try to take advantage of all that information that you gleaned going through the Google course. So we want to give you the more in-depth version of building a campaign. Typically, when you start a new campaign on Google, it does require a Google like a Gmail account or Google account in general, and it'll bring you to this screen. So this is a brand new account that we just created that has never had a Google ad campaign built in it before. So likely what you'll be seeing and this is where it dropped us. Yeah. It pushes you through this thing they call Smart Search. Which may be right. Maybe a good place to start for some folks. Depending on the amount of time you have to put into this and whatever. You can go through this tailored funnel. They really focus on your goals and try to quickly get you into a very simplified campaign. What we're going to do is route you through a campaign creation process that gives you more nuanced control. Nine times out of 10, it's going to give you better results. Right. So this smart campaign approach does a lot of this stuff for you, a lot of automation, and it really just says very simple things. But even if you do that, you're going to want to go in and tweak some of the settings. So let's say that we are experienced with Google ads. We've done the coursework. We're experienced. We're ready. All right. So here's where they're trying to get you to reflect, Jim, your goal for the campaign. So sales is going to be your e-commerce focus. If you're a brick-and-mortar local business, sales might be your goal, but they're not web sales. So think about the goal really on the website. If you're a local business, it might be more about traffic. It might be more about getting people into your location, so sales may not be the appropriate one. For our roofing company, we're going to do leads though because we want to generate leads for those commercial roofs. All right. So we're selecting that and then it's taking us down to now the different products that Google offers. Yeah. In the last couple years, Google has re-branded from AdWords to just Google Ads because they now have ad placements on YouTube and they have a whole Google shopping thing. There's a lot you can do within Google, but we're going to focus on search because this can get pretty unruly otherwise. I will footnote that well all of these ad mediums can be powerful and effective, you almost always want them in their own campaigns. You don't want to muddle search, and display, and video because they have different metrics for success, so we're going to focus on search. One other thing is that I can definitely see that video is going to be about YouTube ads. There are other products that Google have that are not listed here. I'm thinking of the local and local services and some other products that you'll have to go back to Google's advertising page to get to those. But here, we already know that we want to do a search campaign, so we'll click on that and come down to the goals. Yeah. So the lead form for our company here is going to be on the website. So we want to get people to the website to complete that lead form. All right. Now, conversion tracking is an important part of this, but it probably is a little more technical than we're going to cover today. It's usually, you would create a code and you would give that to your website administrator. They're not difficult to place on the page, but you need a little bit of technical skill. The code is what's going to tell Google, did that form get completed or not? Did that sale get completed or not? We talked a lot about setting those campaign goals. You're going to need tracking to make those goals happen, but that would be a whole different course. It's going to be a little bit different for everyone depending on what happened with their. Exactly. So we'll power right through that and come over to the general settings section. Absolutely. So this is not an area to breeze through. We'll take our time here, make sure we're set up for success. Again, I think of that concentric circle model. I want to figure out where is a great place to start for this campaign. So let's call this campaign Denver Commercial Roofing. So that indicates to me this company serves Denver, but they also serve for Collins, Colorado Springs, they actually serve some folks in Kansas. For this I want to target on the best market, we're going to make that Denver and commercial. So we know at a glance what is this campaign about. Great. Next you've got networks. So you've got search network and display network. These are pretty opaque. I've read these descriptions of what's in these things, and they're pretty vague. It's like our partners. [inaudible]. This is an area where I think you can be a little bit shrewd with your spend. I would always start a campaign that's only focused on search. So search, as we've spent this whole curriculum talking about is about intent, getting somebody right when they put something in the search bar which is the product or service they're looking for. Google's display property uses contexts to show visual ads. So that would be I'm reading an article on Green roofs and how they're growing in popularity, and I might see this ad within that. So it's contextually relevant but it lacks that intent. It doesn't say I as a user I'm searching for this type of. So even though Google clearly wants you do this by default but have that box checked, it's pretty much never a great idea to include both display and search in the same campaign. Yeah. I would always start with search. If you're seeing some success absolutely test display, but set it up as its own campaign. So you're not conflating your results, you can see how your searches performing, and you can see how display perform separately. What about this search partner thing? That was pretty vague and what that was. Yes. Search partners isn't really obvious, and they give you a little bit more information if you click this. But honestly, it is a network of sites that Google has partnered with that are providing answers within searches. So still it's not contextually, it could display ad. But let's say I search for a product on eBay, I seal the eBay listing. So if I dig far enough into those pages, I might actually see some ads that take me off of eBay. Those could be powered by Google. So they are very different experience, or contacts to what the user is doing. Exactly. I mean some of their partners are very well-respected brands, it's New York Times, it's eBay. I mean, these aren't necessarily places where you wouldn't want your business to show. But again depending on your budget you may want to start with Google's search only and not include those partners. So I'm going to exclude those Google Search partners. If we get to the point where we're not getting enough volume, we're not getting enough impression share, we can always come back and add them later. Absolutely. Well, we've got more settings here. This looks like some pretty practical stuff. We do want, we want to make sure anytime they give us an option for more settings, dig in. This is a way to get these campaigns nice and try to make sure you're not spending poorly. So you've got start and end date. So let's say you're only want for a month, or you're running a specific holiday campaign, you can tell Google when they start showing these ads and when to stop. For the most part, we're trying to build and learn, and optimize over time with this ego roof campaign. So we're not going to set a start and end date. We want to start today and we want to let it run. We can always choose to pause it or end it ourselves manually at anytime. We don't need to set an automated end date. Okay. This campaign URL options. It gets pretty complex. If your web administrator wants you to pass certain information as part of the query string, you can record that in your own server logs. Probably not something we're going to do from day one. Pretty technical for most folks, and you can go back and add these URLs settings later. So I'd say let's skip it right now. So I remember from our certification, they talk about these dynamic ads a little bit. What do I do for settings here? So I would rather go through the process of writing some of our own ads. Then once we test those ads, depending how they work, we might let Google try to run a competing dynamic ad against that. Maybe they can come up with a better language than we can. But I think we can start by writing our own ads. All right. Using enough let's skip that section for now, and we'll come back to learn where optimize on. So the location thing, we spoke about a little bit as we were getting started. We want to keep this a pretty narrow target. I would suggest that people play with these locations even if they do serve the whole country, or the whole world because you probably don't have enough budget to support all of those customers. So if there is any rationale, if you have any historic data saying your customers come from a specific geography, I would start with a tighter Geo area. So the options that Google gives us when we type in Denver, they give us a couple of different things. We can do the city proper, we can do this what they call a DMA. DMA is usually pretty good because location technology is not perfect. So we want the whole metro area. The Designated Metro Area there, not just people in Denver because if I leave just a little bit outside I might be getting missed in these search parameters. The way Google's targeting people via search, if you're on the desktop, it's via your IP address. Sometimes where your computer is part could physically be 20 miles from where your IP address originates. Okay. Then the same on mobile. I might be searching thing while I'm at work on my mobile device but it's for my home, and if I put myself just slightly outside of that search area I won't see the ads. Yeah. So I try to get specific with the Geo, but then try to get myself better coverage within that area. So I maybe differ a little bit on that one just because I did look up the Nielsen DMA region, and it looked like it was a TV region. So what regions are getting the TV ads, and there was some stuff in Wyoming in there. Ooh. So it seems a little funky. So I guess depending on how tight you want to be, if I'm okay with just the traffic I'm getting from Denver maybe I start there, and expand out to the DMA area. That makes sense. The Nielsen DMA thing it's a very old system. Yeah. So in places like New York City, it is just a little bit tighter because of the population or broadcast spectrum or whatever. In the Midwest and Western states, maybe it does go a little further. So I think some of these showed interests stuff is a little bit of what you are talking about, people would come into that area sometimes. The showed interests thing is great for travel and stuff like that. If I live in Denver but I want to research vacations in Toluene, Mexico. If I'm that travel company, I don't want to just show my ads in Toluene, I want show the ads to all the people that want to go. So it's people that are indicating in their search query the geography. Okay. Good to know. Probably not applicable for a lot of businesses, but definitely some folks will need to dig into that. Absolutely. Now, languages is a thing that Google has been trying to do more and more with. They realize that ads written in the native language do get much higher click-through rates. So again might be looking at Denver, but it could be a Hispanic population. Do we want to support Spanish-language ads? So question you have to ask again how well do you know your customers? If you are going to add different languages, you do need to make sure that you are writing ads in that native language. I was going to add Spanish, but I'm not going to be good enough to register Spanish ads. So I think I'll just stick with English. For now let's stick with English. Now audiences. My experience in the Display World. I know a bit about the audiences and we all know how much Google knows about us, about our search history. It's a little scary, Little Big Brother. But as a result of that, they are able to make pretty good inferences about what people's marital statuses are. So they have a team of data scientists out there trying to figure out everyone's demographics, and you as a marketer can benefit from their privacy. Totally. On our commercial roofing example, this may or may not be helpful. Now, if we were really targeting that residential solar campaign, home-ownership status is a huge one. All right. Of course we want to know you're a homeowner if you're going to be investing in solar panels for your house. But if we are for this first campaign focused on the commercial roofing, I wouldn't start there. Yeah. You could do some age demographics and other things. You assume if you're a business owner probably a little later in your career you don't want 18-year-olds probably not the people that are spending on a $120,000 commercial roof. So tailoring those search preferences can make a big difference. It's a fairly new I think. I don't think this was something we did a lot four years ago, and I don't think we ever really suffered from not including that targeting. Totally. I think more than the demographic information, people are self-selecting based on the language they use in their search query. If I'm looking for commercial roofing contractor, I want to talk to the person who typed in that query whether Google thinks they are homeowner or not, or 20-year-old, or 30-year-old, the query itself indicates the right amount of intense. So don't get too hung up on those demographics. I sense a little bit they're trying to get compete with Facebook there, and Facebook is great at demographics. So they're trying to have a product there as well. Absolutely.
