1. CRASH COURSE IN
GOOGLE ADWORDS
Bjarne Viken - ScaleUp.com.au

2. INTRODUCTION
ABOUT ME
‣ Conversion optimization strategist
‣ Director of scaleup.com.au
‣ Help business owners scale

3. GOAL: SET UP AN ADWORDS CAMPAIGN
AGENDA
‣ Select campaign settings
‣ Create ad groups
‣ Create ads
‣ Review ad groups
‣ BONUS: Optimize your campaigns

4. A VISUAL OVERVIEW OF THE STEPS TO FOLLOW:

5. WHAT IS
GOOGLE
ADWORDS?
CRASH COURSE IN GOOGLE ADWORDS

6. WHAT IS GOOGLE ADWORDS?
‣ AdWords (Google AdWords) is an advertising service by
Google for businesses wanting to display ads on Google
and its advertising network. The AdWords program
enables businesses to set a budget for advertising and
only pay when people click the ads. The ad service is
largely focused on keywords.

7. WHAT IS A KEYWORD?

8. SELECT
CAMPAIGN
SETTINGS
STEP 1

9. CAN YOU TRUST GOOGLE?
CONFLICTS OF INTEREST?
‣ Google makes 95% of their revenue from Adwords.
‣ Google make money when potential customers click
‣ You make money when the clicks CONVERT to sales or leads

10. HOW DOES THIS AFFECT YOUR CHOICES?
EXAMPLES
‣ “All features” allows you to add ad extensions (gives you more
visibility)
‣ Removing search partners takes you away from Google Play
and Google Maps (less optimal for you?)

11. LOG IN TO ADWORDS: GOOGLE.COM.AU/ADWORDS/

12. CLICK CAMPAIGN THEN “SEARCH NETWORK ONLY”

13. WHY SEARCH NETWORK ONLY?
YOUR OPTIONS:
‣ Better buying intent than display
‣ Easy to set up
‣ Best return on investment?

14. PICK YOUR FIRST SETTINGS

15. TARGET YOUR CAMPAIGN: FOCUS!

16. FOR INSTANCE MELBOURNE!

17. WHY IS LOCATION TARGETING SO IMPORTANT?
KEY REASONS
‣ Save money
‣ Increase your conversion
‣ Reduce your risk

18. MANUALLY SET YOUR BIDS AND SET BUDGET

19. HOW TO SET MANUAL BIDS
KEEP IT SIMPLE!
‣ Don’t pay more than what a click is worth for your business
‣ Conversion Rate x Per Unit Profit = Breakeven CPC
‣ 5% x $30 = $1.5

20. HOW DO YOU SET A STARTING BUDGET?
SIMPLE GUIDELINES:
‣ Average cost per click x 500 to 1,000 clicks = Monthly budget
‣ Enough to test the campaign
‣ Divide your monthly budget with 30.4 (average number of days
in a month) - $1,000 / 30.4 = $32.8 per day

21. WHY SHOULD YOU USE AD EXTENSIONS?
KEY REASONS
‣ Provide more relevant contact information to your customers -
like phone number or location
‣ Direct links to key pages on your site
‣ Improve conversion

22. CLICK SAVE AND CONTINUE

23. DO STEP 1 IN GROUPS OF 2
REVIEW YOUR SKILLS
ABOUT CAMPAIGN
SETTINGS

24. CREATE AD
GROUPS
STEP 2

25. PUT IN URL, NAME AD GROUP AND LOOK FOR KEYWORDS

26. WHY IS HAVING A GOOD LANDING PAGE IMPORTANT?
IMPACTS:
‣ The amount of clicks you get
‣ How your ad gets ranked on Google

27. HOW IS YOUR AD POSITION CALCULATED?

28. HOW IS YOUR QUALITY SCORE CALCULATED?

29. KEY TIPS FOR THE PAGE YOU ARE DRIVING TRAFFIC TO
KEEP THIS IN MIND:
‣ Have a clear offer
‣ Back it up with evidence
‣ Have a clear first call to action

30. SITE TO LEARN FROM: TORKLAW.COM

31. HOW TO FIND GOOD KEYWORDS?
SIMPLE TIPS:
‣ Brainstorm words that are descriptive, specific and relevant to
buying
‣ Consider that long tail keywords normally convert more
‣ Stea...eh...learn from your competitors

32. EXAMPLE: SEMRUSH.COM

33. TOOL: KEYWORDSPY.COM

34. TOOL: SPYFU.COM

35. TOOL: SIMILARWEB.COM

36. HOW TO BEST ADD KEYWORDS
LEARN ABOUT KEYWORD MATCH TYPES
‣ Defined how the keywords is used to search Google
‣ Broad match types give more volume
‣ More specific match types give more targeted traffic

37. DIFFERENT MATCH TYPES

38. HOW MANY KEYWORDS DO YOU NEED?
TIPS IN NARROWING DOWN KEYWORDS
‣ Quality over quantity
‣ Specific over general
‣ Do you need more than 10-15 per ad group?

39. CLICK “CONTINUE TO ADS”

40. DO STEP 2 IN GROUPS OF 2
REVIEW YOUR SKILLS
ABOUT CREATING AD
GROUPS

41. CREATE AD
STEP 3

42. PUT IN URL, WRITE AD, AND CLICK SAVE

43. HOW TO WRITE GOOD ADS?
KEY TIPS:
‣ Focus on something unique and specific
‣ Remember your keywords and study your competitors ads
‣ Have a clear call to action

44. EXAMPLES OF HIGHLY CONVERTING ADS

45. DOES THE BEST ADS GET THE MOST CLICKS?
KEY CONSIDERATIONS
‣ Only pay for the best leads
‣ Repel cheap skates and free loaders (Put price in the ad?)
‣ Google makes money even if you don’t convert

46. WRITE SECOND AD AND CLICK SAVE

47. HOW MANY ADS SHOULD YOU RUN?
LESS IS MORE
‣ Test two ads at a time
‣ Let each get 100-200 impressions
‣ Go with the winner, and create another variation

48. CLICK REVIEW CAMPAIGN

49. DO STEP 3 IN GROUPS OF 2
REVIEW YOUR SKILLS
ABOUT CREATING
ADS

50. REVIEW AD
GROUPS
STEP 4

51. REVIEW AND CLICK REVIEW CAMPAIGN

52. PUT IN BILLING INFORMATION TO START

53. STOP!!! INSTALL A CONVERSION TRACKING

54. DO STEP 4
GO OVER YOUR FIRST
ADWORDS CAMPAIGN
CHECKLIST

55. BONUS: OPTIMIZE
YOUR CAMPAIGNS
CRASH COURSE IN GOOGLE ADWORDS

56. OPTIMIZE YOUR CAMPAIGNS
OPTIMIZE YOUR KEYWORDS
‣ Run keyword reports to learn how your keywords perform
‣ Compare the CTR of each keyword to the average
‣ Minimum 100 impressions per keyword (no rash conclusions!)

57. RUN KEYWORD REPORTS

58. OPTIMIZE YOUR CAMPAIGNS
NO CONVERSION DATA?
‣ Link Google Adwords to Google Analytics
‣ Use engagement metrics
‣ Focus on average session duration and pages per session

59. LINKING ADWORDS TO GOOGLE ANALYTICS

60. OPTIMIZE YOUR CAMPAIGNS
TESTING TIPS FOR ADS
‣ Test things like headlines, descriptions and offer
‣ Reflect on what you can learn from each test
‣ Identify new ideas from winning and losing ads

61. WHAT CAN BE LEARNED FROM THIS TEST?

62. OPTIMIZE YOUR CAMPAIGNS
HOW TO IMPROVE YOUR LANDING PAGES
‣ Learn about conversion optimization
‣ Change copy based on winning ads
‣ A/B test copy, length, offer and evidence on the landing page

63. CONVERSIONXL.COM/BLOG

64. HELPFUL TOOL: VWO.COM
scaleup.com.au

65. HOW TO USE VWO

66. LET FIRST TIME VISITORS RETURN
REVISIT YOUR VISITORS WITH RETARGETING
‣ Serve banner ads to people that have been to your site
‣ Can cost less and give you a greater return on investment
‣ Make sure the banners have clear call to actions

67. HOW TO SET UP A RETARGETING CAMPAIGN

68. TIPS TO CREATE GOOD BANNERS

69. DO IT YOURSELF: CANVA.COM

70. UPWORK.COM: CHEAP PLACE TO GET BANNERS

71. BONUS STEP
REVIEW YOUR
LANDING PAGE

72. USEFUL LEARNING
RESOURCES
NOT DONE WITH YOU YET!

73. COREY RABAZINSKI - GOOGLE ADWORDS FOR BEGINNERS

74. JASON MCDONALD - GOOGLE ADWORDS GOTCHAS

75. P. MARSHALL - ULTIMATE GUIDE TO GOOGLE ADWORDS

76. BRAD GEDDES - ADVANCED GOOGLE ADWORDS

77. GOOGLE PARTNERS: https://www.google.com.au/partners

78. UPGRADE YOUR NECKTOP
HOW TO READ ONE BOOK A MONTH
● Install Kindle on your phone
● Put it on flight mode?
● Read 5% every day Monday to Friday

79. FREE CONVERSION COURSE AND WEBSITE EVALUATION
SCALEUPUNI.COM
AVOID LOSING ADWORDS MONEY ON BAD LANDING PAGES