OK, it's time to create outgroups for our creative services campaign or the illustration of the concept,
we decided that we will have free ad groups within this campaign, website design, product design and
the general group.
Let's start with the website design and use it as the group name.
Next, we specify all of the keywords that we want our art to be shown for, this is coming back to
the keyword research process that we covered in the search engine optimization, but with a couple of
changes.
On the tools and settings and then planning and right click and open keywords planner in the new top.
Click on Discover New Keywords.
Type website design.
Make sure you have the correct language and country set.
Click on Get Results now, you received plenty of propositions from Google.
Click on the average monthly searches to identify the most popular keywords.
She is familiar with down at the bottom to show 500 results.
Go through the list and select relevant ideas both to your business and web design topic, for us,
it may be Web design.
Web page design, website design company.
Web design agency.
Web design company.
Web design services, you'll get the idea.
Focus on the rescuers, try not to chase more than 25 keywords for your group, as it will be hard to
manage once you choose those keywords, you can copy them as a broad phrase or exact match.
For start, we will have a mix of exact match keywords, to be sure what keywords will be triggering
our ads and the might we flower bit from our site that will be used for experiment, new ideas and gathering
data.
If you have a very limited budget, focus on the exact match.
Only first we will copy the Broadmarsh keywords and paste them in our tap when we set up our campaign
and then we pay them once more, this time as an exact match.
So we close them in brackets.
Of course, if you need to, you can find cures for your outgroups in other tools than Google Cures
planner, for example, Ella SIGGRAPH or Suvla that we mentioned in the keyword research video in the
search engine optimization chapter, because we are using Broadmarsh type keywords.
We should also add negative keywords here that should not trigger our ad that are specific to this other
group and are not included in our general list of negative keywords that we created.
Looking at the least Canberra app, which is a CMS, can be a negative keyword.
Also, Google Web designer.
And Inspire, which is a gallery of inspirations we copied and pasted to our top when we set up our
campaign.
This time we got a minus sign in front of them to mark them as negative keywords.
We will add some competitors targeted to different groups of clients like Weeks or Element or.
Once you're finished, you can repeat the whole process for the second and third aid groups, which
are product design and general group, which I will not show in detail.
Once we have all of the groups added, we can see on the right panel some estimations from Google for
each other group, how many clicks it can generate within the daily budget, it will, of course, change
once we set exact base for the keywords.
If you want more accurate data, we can copy all of the QIC we've chosen.
Go to the to and settings.
And keywords planner.
And choose the third volume unforecast.
We based our keywords and click on Get Started.
You can see how many clicks a particular keyword could generate with them given Maxin a month, which
can be changed for all at once at the top or for each keyword separately in the table.
Of course, it assumes you don't have budget constraints.
Coming back to our campaign said process, we click on this safe and continue.
Now we create ads for our outgroups.
Each other group should have at least free ads, because this way you can see which ad performs best.
Also, all ads should be relevant to keywords that you included in your ad group, because the same
ad can be shown to a person that entered Q8 website design and the person who entered Web design services.
That's why it was important to create other groups that are focused on the same or very similar product
or service.
Let's create the first ad for a website design group.
First Field is the URL where you want to redirect people after clicking on your ad.
In our case, probably the best is to send them to our website design services page.
If you use other tracking system apart from Google Analytics, instead of just copy pasting, darling,
you can use campaign trail builder, which we covered in the tracking conversions media in the digital
analytics chapter.
We will just copy paste the link from our website.
You can also separately control Willink name the user sees in the display PDF.
Then you have free headlines and two descriptions at your disposal, not all of them will be always
shown to the user, but you want to populate all of them to give Google away to test and optimize their
ads better.
They should be interesting, informative and relevant to the questions landing page.
A good strategy may be to create in your outgroup one ad focused on the information.
Second ad focused on emotions and the fact that which is a combination of information and emotions and
see which one of them will work the best for you.
You should know that each of the headlines in AD has 30 characters we meet and each of the descriptions
in and that has 19 characters limit.
First headline we will use will be more than website design.
Two hundred ninety nine dollars.
It says the two purposes, it gives the information of what you offer about the quality of it because
you use the word modern, which is good, and also it's shown to the price.
So people who are not interested in paying will not click.
Therefore, you will not pay for the click.
We will focus the second headline on the emotions.
Stand out and win new clients.
This is confirmation that they will achieve their goal by buying new services, they will invest, but
they will sell more.
Then the first headline will be to boost our credentials.
Trusted by 100 plus companies.
In descriptions, we want to underline our unique position and provide more details.
At the TaylorMade professional and Responsive website, that's your business deserves.
And the second one, more emotional website design you will love and be proud of, 100 percent satisfaction
guaranteed.
You also have the option to arterial options for better tracking, but we will not use it.
You can see the preview of your ads for both desktop and mobile once everything looks good.
Click on the dot and create the next at.
The process is identical, so I will not show it.
When all ads are created, click on the safe and continue button, see the summary, review all your
settings.
And if they are OK, click on the publish button.
Your campaign is now life and will serve your ads soon.
You should also add to the campaign your list of general negative keywords, click on your campaign
name from the left panel, go to keywords and then negative keywords.
Click the radio button, use negative keywords, least click on the donor list and click save your general
negative keywords list is now added to your campaign.
One last thing, because we chose Emanuel betting strategy, we want to manually set the highest amount,
we are willing to pay for a click on our ad for each ad group.
Wheatus website design and a group from the left panel.
We click on this search keywords.
You can see there is a marked column with some default is assigned to all of the keywords.
However, you don't want to pay the same for each keyword as not each keyword has the same chance of
conversion, and not each keyword gives you the same chances of landing a profitable client first.
You should apply is that keyword.
With that, Matt should have the highest bid.
Then the phrase much should be about 75 percent of the exact match and the world match should be about
25 percent of the exact match beat.
We don't have a phrase, Matt, so we will set a base mark KPCB for our exact match keyword and make
broad keywords, 25 percent of that beat.
It makes sense because we exact Matt, you know exactly what keywords will trigger your ad and we've
brought Matt.
You don't.
We know that for our website design services, one in 10 visits on our website ends with a contact form
sent and 10 percent of the people who send contact form become our clients.
It means that by Averitt, we need 100 visits on our website to win a new client.
One click leads to one visit.
Each client is worth to us on average.
Five hundred dollars.
We divide five hundred dollars by one hundred visits or click and the price per click to break even
is five dollars.
But we also want to have profits from ads.
So we set maximum CPC at four dollars for exact match keywords.
For about 25 percent of that, so one dollar.
We thought our keywords match type.
We select all of the keywords we brought, Matt.
We click on edit and then change Macbeth's.
And one dollar and the click apply.
Do the same for exact match keywords, but this time, said the beat for four dollars max.
Apart from that, you may review your keywords and decide which cures have the better potential than
the others.
For example, website design services may be great because someone is probably interested in hiring.
A company will provide those services.
So we change this bit from four dollars to six dollars.
At the same time, Web page design may not be so great because someone are looking for a page instead
of her website, so maybe there is a smaller budget involved, let's lower the bid to two dollars and
fifty cents.
And so on, as you can see with Manuel bidding, you will have a lot of work to do, especially at the
start, but it gives you the greatest control.
I just base also to other other groups in your campaign.
Now, once you created your first campaign, you can repeat the whole process for other campaigns you
want to run.
But as it is very similar, I will not show it.
Remember that starting your advertising is just the beginning.
You need to monitor your results and make changes to improve them regularly.
We will cover the ad optimization process in the next video.