Instructor: In this video, I'm going to show you
how you can optimize your Google Ads account
in a step-by-step walk through process.
Now, I was going to show you this on the account we made.
However, as that account doesn't have any data,
as it's a brand new account,
it's probably not gonna be that effective.
So, what I've done
is I've actually gone into the Google Ads account
for one of our clients that we recently took on
and I'm literally gonna show you exactly what I would do
to optimize the account.
Now, do bear in mind
as I'm actually in one of our client's Google Ads account,
I can't obviously show you the data
in regard to the keywords and what keywords are bidden on
but I can obviously show you all the data
such as the clicks conversions,
how much they're paying per conversion and stuff like that.
So, it's going to be really valuable.
So, let's dive into the first element we can optimize
when it comes to optimizing your Google Ads campaign,
which is going to be your keywords.
So, we can actually go
and look at all of our keywords in this campaign
and see exactly which ones are performing the best
and generating the bulk of conversions.
But before we do that, let's have a quick overview
of the client's three main ad groups.
So, as you will see, I'm on the ad group tab
and we have ad group up here
which signifies we are currently looking
at the client's ad groups.
And of course, you can't see what it says
in this first column as it's going to be gray out.
However, as you can see, there's three different ad groups.
And if we look at the conversion column,
you can see in total we have 46 conversions
across all three ad groups and 34 of those conversions
are coming from the top ad group.
The second the group has roughly 8.5, so nine conversions
and the bottom ad group has only three conversions.
So, although we have three different ad groups,
the bulk of the conversions are coming
from the first ad group.
So, let's go ahead and look at this first ad group
and see what keywords it contains
that are generating the bulk of conversions.
And as you can see, when it comes to keywords,
this ad group in particular has five different keywords.
It has one, two, three, four, and five.
Out of those five keywords, we have 34 conversions.
Out of those 34 conversions,
the top keyword has generated 33 of them.
You can see right here, 33.42.
So, although we have five keywords,
really and truly, only one keyword is generating
the bulk of the conversions for this particular client,
which basically means the other keywords
we have in his ad group
aren't really providing any value at all.
We can scroll through the data and see tons of information
about these keywords,
we can see how much we're paying per conversion,
so currently 57 pounds and 74 pennies,
we can see how many impressions is keyword has generated,
how many clicks is keyword has generated,
We can see the CTR, the average CPC,
so just how much we're paying per click on average
for this keyword, we see how much money we spent
on this keyword in total, so just under 2000 pounds
and lastly we can also see the quality score.
So, this top keyword actually has a quality score
of eight out of 10, which is pretty good.
And when we took this client on,
this keyword in particular actually had a quality score
of five out of 10.
So, we've actually managed
to bump that quality score up just in under three weeks,
just by following what I've already showed you
in this course.
So, this off is super powerful
and you can see it actually does work
and does get you some good quality score on numbers as well.
So, whilst this data is really good
and it gives us a good overview
of exactly what keywords are producing the conversions,
we can obviously go ahead and make some actions
based on our findings.
So, what we can do is simply remove these bottom keywords
if they're not producing any results
which they are not in this instance
or we can go a little bit further
and look at what we call the search terms.
So, the search terms you can find on the left hand pane
under the section of keywords.
So, a search term
is simply what someone has searched for to see your ad.
Now, it's really important
that your search term will only show
what people are searched for, which actually led to a click.
So, if someone searched for a keyword
and it didn't click your ad,
then you will not see that keyword under your search terms.
It's only going to be the keywords
which actually resulted in an ad click.
So again, I know you can't see
all the individual search terms
as it's going to be blocked out
but again, let's just focus on the data for now.
So as you can see, we had this top keyword right here
which has 1,174 clicks.
We've spent a total of 650 pounds on this keyword
and the average cost per click was roughly 55 pennies
and I've all of this data,
this resulted in 12.43 conversions.
So, if you take that data and actually divide it,
this actually comes to a cost per conversion of 52 pounds
which basically means for every 52 pound we spend
on this keyword, we are going to generate one conversion.
Which isn't too bad at all
as the products to the client sells
is actually very, very expensive.
However, if we look at the second keyword
which has 254 clicks,
that has came to a total cost of 129 pounds,
however, this keyword has led to zero conversions.
So, someone has typed this keyword into Google 254 times,
it resulted in our spending over a hundred pounds
and no one has even purchased one of our products.
As a result, we have zero conversions.
So, although this keyword might look good
on a surface level as it has a low cost per click
of just 51 pennies, it's actually not making us any money
and it's actually costing us over a hundred pounds
just to show ads for this keyword,
which is generating no conversions.
So, this is a really good example
of where you'd come over to the left-hand side
of the column, you would copy the whole keyword,
then you'd go over to this tab which has negative keywords,
which we covered in quite some depth
earlier on in the course,
you'd go over to negative keywords,
you'd click the plus icon
and then you simply paste in that keyword
into this negative keyword box,
click save, and then you'd be done.
So, what this would do,
this would simply block your ad from showing
anytime in the future someone typed in that keyword.
Remember, we don't want to be showing our ads
on search phrases that aren't generating us any money
as that is just wasted spend.
So, what you want to do is go through your search term data,
have a look at all of the search phrases
which are generating new clicks
and if you see a keyword that has tons and tons of clicks
and it's generating no conversions like this one right here,
here's another keyword, here's another one 44 clicks,
no conversions.
We've got 26 clicks, no conversions,
24 clicks, no conversions,
20 clicks, no conversions and so on and so on.
Then you simply want to block these keywords out
to ensure your ads are no longer visible for them.
Believe me, this method right here is going to save you
so much money.
There's so many times that we take on clients
and they say, "Josh, this is a keyword I want to bid on,
it's gonna generate me tons of money."
We set up a Google ad campaign for that keyword,
it gets tons of clicks
but it doesn't actually result in any conversions.
So, the best thing to do instead of guessing
in regards to what keywords are going to generate you
the most money, it is simply let the ads run
and then review your data.
Now, how often you review your data
depends on how many impressions
and how many clicks you're generating.
If you're generating only one or two clicks,
then that is not going to be enough reliable data to base
and make any decisions upon.
You want to have roughly at least 20 clicks per keyword
before you start making decisions.
But essentially that is how you optimize your accounts
to ensure you have the most profitable keywords in them
and to ensure you remove the keywords
which aren't making you money.
This off is simple, but super, super effective.
That's it for this video and I'll see you in the next video
where I'm going to show you how you can optimize your ads.
I'll see you there.