Instructor: Welcome back.
In this video I'll be showing you
how you can create your very first Google Ad.
To create your Google Ad,
what you need to do is go into the campaign
you would like to create your ad for.
So for me, it's going to be domestic fans.
Once you open that campaign
you need to select the ad group
which you'd like to write your ads for.
So I only have one ad group,
which is this one right here,
ceiling fans for large rooms.
So let's go ahead and go in to that ad group.
And then once you're in that ad group,
you want to go to ads and extensions,
click ads on the left-hand side,
and you have two different options you can use
to create your ad.
You have the plus icon on the left-hand side
and you have this icon right here, create ad,
both bring up exactly the same option
so it doesn't matter which one you go for,
it all comes down to preference.
I'll go for this one right here, create ad.
I then go for responsive search ad.
This will then bring up the dedicated page
where you can actually start to craft your ad text.
So let me just minimize this
and delete all the texts we have here already
as this is actually here from when I was
making this ad earlier on in the day.
But essentially before we go through
all of these options,
let me start from the top of the page
and work my way down so everything is super clear.
So at the top of the page
what you're going to have
is basically a summary of what you
are creating your ad for.
So Google is telling me
I am creating ads for the ad group
all to do with ceiling fans for large rooms.
It also gives me a summary of all the keywords
that I have within this ad group,
such as large room ceiling fan,
large ceiling fans,
large ceiling fans for high ceilings,
so it just gives you a confirmation
on exactly what you are writing your ad text for
just to make sure your messaging
align to the keywords you are targeting.
So back in the day,
what used to happen when you'd create your ads
is you would use what we call expanded text ads.
So if I actually give this a click
and show you what this is
just to give you some context.
So basically what you would do
is you'd enter in three different headlines,
your headline being what shows in the ad
and then you go ahead and create another ad
with another three headlines.
You then show both of those two ads on Google
and you'd see which ad performs the best
and the one which doesn't perform best,
you'd basically delete and then add another ad
and constantly see which ads are performing the best.
This way was a little bit cumbersome
as you could only have three headlines
per ad you created.
So sometimes you'd have literally 10 different ads
using 30 different headlines
and you would just literally be testing all of them
to figure out which ad performs the best.
However, as you can see from June 30, 2020,
you will no longer be able to create
these expanded text ads.
So going forward and from this point onwards,
you have to use a responsive search ad.
So you're probably thinking, okay, well,
what is a responsive search ad?
Well, if you go back I'll show you.
A responsive search ad,
wish we could we get it up once a more time.
Oh, I've got to delete my texts once again,
so sorry about this.
There's no way for me to remove it
and to actually create my ad.
But essentially a responsive search ad is an option
which gives you multiple choices to add lots
and lots of headline texts.
So instead of just adding three headlines
and then calling that your one ad,
I then created another ad
with another three headlines.
You can actually insert up to 15 different headlines
and what Google is going to do,
it's going to automatically show different variations
of your headlines and your descriptions
to see which one performs the best.
So going forward,
please make sure you are using responsive search ads
and you're not using the old outdated expanded text ads
which as I just showed you
are going to be omitted from June, 2022.
So now we've covered that,
let's go through the process of creating our first ad.
So the first option we have at the top
is what we call the final URL.
The final URL is a URL people are going to land on
once they click your ad.
So as this ad group is all about large ceiling fans
and ceiling fans for large rooms,
what we want to do is make sure our final URL
is also relevant to all of the keywords we are targeting,
AKA people should land on a final URL
which is all about large ceiling fans.
So if we go back to our example website
or the HSD online,
let's go to the fan category once again,
and we'll go for ceiling fans.
Well, they actually don't have a category
or a filter to just show the large fans.
However, for the purpose of this training video,
let's imagine that this URL right here is a URL
which is showing all of the large fans.
So what I'll do is I would take this URL
back into Google ads
and I'll paste that down as the final URL,
then below the final URL,
we have another option called the display path.
The display path is literally the URL
that you would like to show in your ad.
So you can see at the top of the ad
right here it says
hygienesuppliersdirect.com.
However, I mean,
that's not the best URL I want to show.
Remember I am gonna be bidding on keywords
related to large ceiling fans
and ceiling fans for large rooms.
So what I want to do
is make it clear to the user
that the URL they're going to land on
is related to large fan.
So what I'm going to do for my display path
is simply put in large fans like so.
Now this display URL will update
or like so large fans,
it just makes your ad look way more targeted and direct.
And just to confirm your display path
is literally just the URL
which is going to display on your ad,
the URL people are going to land on
is indeed the final URL.
So after you've entered in your final URL
and your display path,
the next option we have is to go ahead
and enter in our headlines for our Google ad.
So like I just mentioned with your responsive search ads,
you have the option to add up to 15 different headlines
and Google is going to automatically
show different variations of that headline
to see which one performs the best.
As we've just covered in the previous video,
there are some best practices
which you want to follow
when it comes to crafting your ad texts
such as focusing on the benefits,
included any USP's, add in scarcity.
So let's go ahead and do that now.
So what are the benefits of ceiling fans?
Well, why does someone order a ceiling fan?
They don't order a ceiling fan
because they want a ceiling fan,
they most likely order a fan because they are hot,
which means if they are hot,
they want to call down.
So what we can do is we can go for a headline,
such as ceiling fans to cool,
I can type cool you down.
As it that is a benefit of our products, right?
A ceiling fan is going to cool you down.
So we have ad text focusing on that benefit,
we are going to directly speak to what people want.
We could also go for something like
stay cool this summer.
Again, that is another benefit of a fan.
Fans help you stay cool.
So I recommend adding roughly two to three headlines,
which focus on the benefits of your product.
And then once you've done that,
you want to go ahead and simply include
some of the keywords you are targeting.
So again if you want confirmation,
you can always scroll up to the top,
click show more and then see all of those keywords.
So what I'll do for some of my headlines
is I'll go for large ceiling fans.
I'll go for large,
extra large ceiling fans, sorry.
I'll go for large outdoor ceiling fans.
I'm pretty sure I saw a keyword earlier
to mention lights,
so we go for larger ceiling fans with lights.
I'll also go for large blade ceiling fans.
Again, just to confirm what I'm doing here
is I'm literally just using keywords
which I'm targeting as part of my ad group.
And then once I finished
including all of those keywords,
what I then want to include is some keywords
which I call our USP's,
so keywords which are unique to my business.
So I could go for a next day delivery available.
Maybe you want to add in some scarcity as well,
I could go for last chance to get 40% off.
I could even go for only 10 left in stock
just to add a little bit more scarcity once again.
So as you can see what I've done
is I've added 10 headlines in total.
I've got the first ones which focus
on the benefits of the product.
I've got tons of keywords in the middle
which basically just mention the keywords I'm targeting.
I've then got some more headlines towards the end
which are focusing on my unique USP's.
So this is basically what you want to do.
You can add up to 15 different headlines
and what's great about this new responsive ad
that Google have created
is they have this section right here
at the top which is called add strength.
And it basically gives you an indication
and a kind of a guideline
on what you should be doing
to get the best ad created.
So as you can see I've added enough headlines,
I have a tick in this box.
Google is suggesting that I include
more popular keywords in my headlines.
So although I've included
1, 2, 3, 4, 5 different headlines with keywords,
Google is telling me to include even more keywords
in my headlines.
And if you wanted to find out
what those headlines are,
just simply click view ideas
and you can see exactly
what keywords you've included already
and which ones you are missing
and you can basically just go ahead
and add in some more headlines
which includes those keywords.
Something to bear in mind
is that if you have more keywords
as part of your ad group,
you will need to create more headlines
to make sure you include all of these keywords.
And you can see we've got another headline at the bottom,
which is make your description more unique,
but I haven't actually got to that section just yet.
But basically the whole point I'm trying to get across is
you have your ad strength score on the right-hand side
and it just gives you an indication
of how well your ad is going to perform
based on all the data that Google has
from previous advertisers who are running campaigns
in your specific niche
targeting the same exact keywords.
Like I said, it is just an indication and a guide.
So just use it as a guide
and don't get too caught up on it whatsoever.
However, a rule of thumb
is you want to make sure you get at least
average as your ad strength score.
Anything below average,
well, it basically means you need to go ahead
and add more headlines
based on the feedback that Google says.
However, for now I'm going to go ahead
and leave my ads as is.
As like I said,
it's only telling me my score is average
because I haven't included enough keywords in the headline,
but that's only because I have a lot of keywords
as part of this ad group
and of course I wanna keep the training video as short
and concise as possible.
I don't want to bore you with me writing in
another five headlines,
just include in some keywords.
So once you've added in all of your headlines,
the next part is to add in four different descriptions.
The description is the part which appears below your
headlines as part of your Google ad text.
So the best practices when creating descriptions
is pretty much the same
as crafting your actual ad text.
So focus on the benefits,
include some of the keywords in there as well.
And of course,
maybe add some scarcity and highlight any USP's you have.
So I actually already have three descriptions up here.
I will read them first and then copy them across.
The first one says to get a reliable ceiling fan
and stay cool this summer,
free delivery on orders over 40 pounds.
So I've got my benefit of the product,
stay cool this summer.
I've got free delivery on orders over 40 pounds,
so that's my USP.
I've got another description variation,
quick and easy checkout.
Again, that's a USP with my company.
Everyone knows how painful
some customer checkout processes can be.
Orders place before 2:00 p.m.
arrive the next working day.
Again, here we have another USP.
So this description in this instance
is really just going heavy on my USP's.
And of course,
Google is going to show a variation of
one of three of these
and we can see which one performs the best.
I've got another one at the bottom,
buy our award-winning large ceiling fans
and stay cool this summer.
Free delivery.
Again, we have a USP, award-winning,
we've got the keyword, large ceiling fans
and we have the benefit of the product as well.
So it's literally the same process
as we already went through,
you just want to kind of rearrange it
a little bit to make it more unique.
So let's go ahead
and copy these into our description box.
We'll put that one in the second one
and then we'll add another description
for part three like so.
Like I said,
you can go ahead and add a forth description if you want,
however three is more than sufficient.
And as you can see we have a 90 character limit
per description a week ad.
And just like that
we have now created our Google ad text.
Before we go ahead and actually save this ad,
there's a couple of things I want to highlight
and just clarify
as I typically do get a lot of question
in relation to this.
The first one is what are these things down here,
people typically say to me.
These things are what we call extensions.
Don't worry about them for now.
The only purpose of this video
is to focus on the actual ad text,
which is actually the part highlighted.
I'll be showing you
how you can start these extensions
later on in the course.
So just completely ignore these for now,
it's all covered.
Don't worry, I have your back.
And the second thing
which a lot of people would tend to ask is,
okay, I've created all of these headlines,
is there way for me to tell Google
that I want this one to show as the first headline,
I want this one to show as the last headline?
Because as we all know,
Google is going to rearrange these
and find the best combination
which generates the most clicks on your ads.
Yes, if you would like any headline in particular,
so maybe you'd like this headline right here,
large ceiling fans with lights.
Maybe you want this headline
to appear at the start
of your ad all the time
and then for Google just to play around
with your second and your third headline variation,
then if that is the case,
all you need to do is select the ad,
click the pin icon
and then literally pin it
to where you'd like to show
in the headline.
You can say show only in position one,
show only in position two
or show only in position three.
Or of course you can show in any unpinned position,
which is actually what Google recommends.
And that is basically telling Google
to show these in any order they would like.
However, if you do have preference,
just make sure you go ahead
and pin that headline in that specific order.
So once you're happy
and you've filled in all of the details
for a part of your responsive search ad,
all you need to do is scroll to the bottom
and click save ad.
And just like that,
we've now created our first Google ad.
And we can see our ad under our ad section
within the ad group where we created our ad.
And as you can see under the second column status,
it says this ad is currently under review.
Don't worry about it saying not eligible.
That is simply because I don't have any of my ads running,
which is why it says not eligible in the status column.
But essentially once this ad gets approved,
we are going to start seeing some of the data
populate under this columns
and we can start to figure out
how many impressions the ad is getting,
how many clicks it's getting
and really start to dive into the data.
Now, you know how to create your first Google ad.
I hope you enjoyed this video
and got tons of value out of it
and I'll see you in the next one.