In this episode of the effective e-commerce podcast we’re going to talk about AdWords this is going to be a basic tutorial on AdWords which to be fair is a little hard to do over a podcast with just pure voice.  so I do have a YouTube video on this if you’re if you’re watching this podcast on YouTube you can click on the link up here otherwise just go to the show notes for this and I’ll have a link there or go do the effective e-commerce YouTube channel and you can see it there but I’m gonna do my best job to explain AdWords using just my voice using just audio. So what is AdWords first off most you guys listening probably know what AdWords is already but if you don’t let me just do a quick refresher a quick explanation of what AdWords is.   AdWords is basically the way of advertising on Google so anytime you do a search and you see ads on Google that’s the AdWords platform basically being used and more specifically there’s a few different types ads there’s text ads, there’s Google Shopping, also known as product listing ads which we’ll talk about in the next episode and there’s also display ads to access any of these all you got to do is log into Adwords so you need to get a gmail account first using you need to get a Google gmail account then you can log in to adwords.com and you can set up all of these. For the purposes of this podcast we’re going to talk specifically about text ads and then the next one will be product listing ads probably won’t talk about display ads anytime too soon because I just don’t think they’re that powerful I think that text AdWords and product listing ads are definitely the stronger ones out of everything. So why are adwords so great well maybe actually let me just say one more thing about what AdWords our AdWords allow you to bid if you say anytime someone searches for a certain thing certain keywords or a keyword phrase and keywords are just the words the people search in Google so if someone were to search read dance pants and I talked about this in the last episode some were to type in red dance pants I might say yes I will pay $1 per click now if someone types in blue dance pants no I will not show my ad if someone types in you know one of a bunch of different things I won’t show my ad but if they type in specifically red dance pants yes please show my ads. So now that you know the basics of what AdWords are why are they so powerful well the reason is people are searching for your products and if you can show them and if you can get them to your website right at the moment they’re thinking about buying your product that’s gonna work that’s I mean if if someone’s searching for red dance pants there’s a good percentage chance that they’re ready to buy so if I can get them to my website they’re probably just gonna go ahead and purchase it now are some people gonna price shop and do all this stuff yes, but you’d be surprised how little people price shop or even if they are gonna price shop maybe I can win them over because I have a better price or I have better quality I have better images it seems like a more reputable site one of a hundred different things so that’s why AdWords work so well the next thing we need to talk about a little bit is finding keywords and once again I do have a YouTube video on this yeah this might be actually a good time to talk about the e-commerce success pack I do have a checklist in the e-commerce success pack for setting up your AdWords and I’m in the process right now I’m linking every single item on the checklist I’m linking it to a corresponding video for instance wanted to check list one of the items on the checklist is find keywords well I have a video on how to find keywords so just to make everything really easy it’s a checklist and links to all the videos in one so you get the e-commerce success pack go to Effectiveecommerce.com you’ll see it in the top little title bar there so the first step is finding keywords and there’s a few different ways to do this one of them is just using your intuition just figuring out putting yourself in your customers shoes what would they search for to find your product and I recommend thinking about it through this frame what would someone search where they would 100% want to buy your product if you’re not sure then don’t do it for instance if someone searches for dance pants maybe they’d want to buy my product maybe they wouldn’t I don’t know I’m not I don’t know if I have the right products for that because that’s such a broad search term. So I’m not gonna show an ad there because sure  out of  people would buy my products I don’t want that or if someone searching for red dance pants pretty close to  out of  people are interested in buying my product so that’s the kind of methodology you’d want to use anytime you’re unsure just don’t pay for it in my opinion I mean if you have the money to do a test sure run a test. So that’s part of how you find keywords the other thing is using the keyword planner which I talk about a lot more in my video that’s something it’s much easier to show on using a screen share than it is to really explain but basically you tell Google hey I think that if someone types in red dance pants I want to show an ad to them and Google might say okay you might also want to show an ad for red dance trousers or red dance shorts and I’d look at that and say no red dance trousers just doesn’t seem like a good fit for my product and maybe I do a little bit more research and maybe it turns out it does it actually is a good fit for my product or maybe it turns out it’s it is like I thought a bad fit then I’d see red dance shorts and maybe at this point I think oh that’s right I sell red dance shorts as well maybe I should do a separate ad on those or something that’s really important about this is you might even come up with new product ideas you didn’t even think about so maybe I was just selling red dance pants and I type that in and I’m like oh I should also sell the shorts duh so that’s why the keyword planner is such a great tool but it’ll also help you come up with other search terms other keywords that people search for your product and other ideas like even more outside of the box, another thing I’d recommend in the early days is buy B-U-Y you might want if someone says buy dance pants I might show an ad to someone that says buy dance pants but I wouldn’t show an ad to someone that’s just searching for dance pants why because if someone puts buy dance pants in there it’s showing buying intent really that basic now by this point I’m hoping you have found some keywords another example is surveying your audience try to figure out what terms they use and this is really important also for SEO the keyword planner really helps you figure out what keywords you should be targeting does it does a lot of things I think this is a very powerful tool so once you know what keyword so let’s use once again red dance pants as our example there’s different types of ways that you can match there’s broad match phrase match and exact match what this means specifically is I could tell Google do I want a broad match phrase match your exact match on red dance pants so let’s start with exact match because it’s the easiest to explain so exact match means only exactly what I type in so if someone types in red dance pants let’s say – red dance pants don’t show my ad I only want to show it if it’s exactly red dance pants so no matter what only show my ad if someone types exactly red dance pants next up would be phrase match which means as long as the phrase red dance pants appears I don’t care what else that they type in so it could be – red dance pants or red dance pants + purple bowtie you know whatever random search that they might come up with as long as the phrase appears as red dance pants you can show it the next up is broad match and I really like broad match for a number of reasons but with broad match I say red dance pants as long as those three words appear in the search show my ad so it could be red and yellow dance red and yellow dance pants that’s an example of a broad match search it could be red are no red dance pants or in anything as long as the search contains the word red dancing pants that’s broad match so you may want to start at the beginning with exact match just to be safe but the thing I like about broad match is it helps you come up with ideas you may never have thought about and there’s different strategies here if you’re gonna use exact match it’s pretty simple you’re not gonna get a lot of search traffic because very few people are gonna search exactly for only red dance pants most are gonna search for red dance plants plus some other stuff some other words mixed in there so you can either go with the exact match and only bidding for exact match or you could do the other strategy which is go broad match and add a lot of negative keywords so what’s a negative keyword that’s basically a word you tell Google okay if this word appears in the cuss and the person search result don’t show my ad. so I might use the negative keyword yellow so if someone types in red and yellow dance pants don’t show my ad because we don’t have red and yellow dance pants we have red dance pants someone I might you use the cute negative keyword blue I might use the negative keyword extra extra large because hypothetically we don’t sell extra extra large so if someone were to type an extra extra large red dance pants don’t show my ad maybe I’d use the negative keyword target or Amazon or one of my competitors brands because if someone types in target red dance pants and they come to my website they may be disappointed when it’s not target and that’d be a dollar that I just wasted so that’s what negative keywords are and they’re very important we’ll probably talk about this more in a future episode but negative keywords are important to add as you get more data so you’ll you’ll put up a broad match campaign and as you get more data you’ll add more negative keywords over time and I am going to be coming out with a course pretty soon so if you go to effective e-commerce comm slash AdWords you’ll find out you can find out more information about the course it’s probably gonna come out for another few months but if you want to be one of the first people to know when it does come out effective e-commerce comm slash AdWords you can put your email in there and I’ll email you as soon as it comes out plus I’ll give you the checklist as well I’ll give you access to the e-commerce success pack of course so let’s go over some other stuff with Adwords there’s campaigns ad groups and ads and that’s the order of the hierarchy so you may only have one campaign and within that campaign you’d have five ad groups and each of those ad groups would have two ads that’s just one way that you could do it so what’s what’s the difference here campaigns the high level so you might want to do a campaign and call it dance pants and then within that you’d create an ad group for red dance pants a different ad group for blue dance pants a different ad group for yellow dance pants and so on and so on so so far we have one campaign three ad groups so within the red ad group what you would do is you create two separate ads and the ads are what the final what the customer actually sees within the ad group so the campaign you put some basic settings and there you say what what country you want to target what time of the day a few other things like then an ad group you tell Google what keywords you want to target so for the ad group read dance fans obviously we would target read dance pants then the next level down and you can also add negative keywords both on the campaign and AD group level next level down is you might have two different ads so one you might have the the the headline of read dance pants and the other one you might say best dance pants and see which one does better chances are the one the red dance pants one do would do better but what you’re able to do there is you’re able to split test ad copy so you’re able to determine what kind of ad copy does the best and if you don’t know what the term ad copy is it’s basically just the text that the consumer sees the text that the soon-to-be customer sees so when someone types in red dance pants into Google and they see your ad the text there you can split test two different versions of it and see which one gets more clicks which will save you money in the long run because Google the way that Google charges you it’s kind of complicated but basically let’s say you have an ad that gets click  percent of the time and you’re bidding $ and your competitor has an ad that gets clicked five percent of the time they would have to bid $ because the way Google that makes it work is based on how much money they’re gonna make per thousand views so over a thousand views they would make a hundred dollars with yours and a hundred dollars with your competitors because over a thousand views you’d get a hundred clicks each ad a dollar and your competitor we get  clicks each at $ and there’s a little bit more to the algorithm than Matt but as you can see it’s better to get a higher conversion rate for a lot of different reasons so what next should we talk about let’s talk about writing the ad copy which I think is very important so you have this text ad and one idea is you want to include the keyword like I said in the and they’ve done it different ways in the past it used to be a headline in two different lines of text and they change it so often I don’t want to give exact recommendations but if someone is searching for red dance pants and you can include that keyword in your ad they’re much more likely to click on it why because they know that it’s relevant to what they’re searching about there’s no guesswork another thing you can do is really make your advertisement pop what do I mean by that using numbers using the word free and if you look at a big page of text your eyes are naturally attracted to the numbers and the Vice the vice versa would be true too if you’re looking at a big page of numbers your eyes would be attracted if there were some letters there so on Google if you look at the search results there are very few numbers it’s mostly a bunch of letters so you want to include numbers so what I do is read dance pants and then maybe underneath that I’d put dance pants and -plus colors Free Shipping something of that nature or made in the USA and with capital u dot s dot a because it really will pop so you want to treat this like it’s I mean very important because it is because you’re paying for it you want to make it you want I would also recommend putting it up googling whatever you’re searching or whatever you’re advertising for so for me I might do a Google search of red dance pants see what comes up and then I would include I there’s ways to do this but you can preview it basically you can preview your ad see how it looks in relation to everything else going on in that website so that’s that’s it for writing the ad copy let’s I have a few other points next I want to talk a little bit more about finding negative keywords then reviewing the ads and will pretty much wrap up after that so finding negative keywords there’s a tool called ubersuggest if your suggests I think it’s ubersuggest IO if you’re watching this video I’ll put a link up here now I’ll put a link down in the show notes and if you’re listening to the podcast you can go to the show notes to check that out lubbers suggests great tool highly recommend it you can also use the keyword planner so ever suggest the way it works is basically let’s say red dance pants what it would do is it would do red dance pants space the letter A and see what the  most common searches are in Google for the letter A because remember Google will do an autofill for that so it’ll do red dance pants space a and red dance pants space Amazon would come up read dance pants Australia would come up all these different things and what I would do is say okay well Amazon is one negative keyword because if someone is searching read dance pants Amazon they don’t want to buy from me they want to buy from Amazon if someone’s searching read dance pants Australia they’re not gonna like my ads so anytime I see a combination where someone might search it and they wouldn’t want to buy my product I have it as a negative keyword like I said earlier red and yellow so the red and yellow dance pants if they’d be disappointed in what we have on our website so yellow is a negative keyword anything you can think of and obviously you know go for the most common things don’t think of every other word possible because you have a limit of how many negative keywords you can have I think the limits like ten thousand or something at least last I checked it was so you don’t have to worry about it too much but go for the most common things that you can think of that would be negative keywords the other thing you can do is use the keyword planner type it in and let Google tell you what it thinks is related so I might type in red dance pants and I’d see red dance trousers and I’d say no if someone types in trousers that’s the negative keyword I might see red dance shorts I put shorts as a negative keyword which it’s a little bit more complicated than that but just to simplify things that’s basically what I would do so the last step let’s talk about reviewing your ads so you’ve put up your ad words they’ve been running for a month two months three months depending on how long you want to wait until you review them the first thing I think you should do is find more negative keywords you can actually do this in Google Analytics and I do have a video and you can the videos on the checklist and on my youtube channel for free showing you how to review it and how to find negative keywords but the easiest way to do it I think is to go through Google Analytics and you can look through your search the search queries that match basically the search queries that made your AdWords show Google doesn’t give you all the data but they give you most the data forward they give you most the data for your AdWords search queries they don’t give it so much anymore for organic they used to but they stopped doing that next up you can use product listing ads you can so we’ll talk about this in the next episode but the way product listing ads work is you’re not allowed to put any key words in there Google just automatically tries to figure out what search results people would buy your product from and you can get the data from that you can see okay let’s say the red dance pants once again because I’m beating this example to death but let’s say you have an ad a product listing at up for red dance pants you don’t get to tell Google when to show it Google figures out when to show it and so maybe it shows it for red dance trousers and when you look at that and you look at the data it actually makes sense and it’s actually worth advertising for and then what you can do is you can transfer that over to the text one I explain this a lot better I’m gonna expand this a lot better in the course I hope that makes sense but you can take the data from your product listing ads and bring it over and use it for your text ads as well last No one of the one other thing is I said that you should have multiple like an a/b split test for the different ads that you run within an ad group this is your time to select a winner and make another another a/b split test so maybe I I did the split test of red dance shorts versus dance shorts free shipping just as an example and red dance shorts one so then the next thing I would do is red dance shorts space free and then on the next line shipping made in the USA I would do different split tests to see the most optimized ad that I could be possibly running so the last thing that you should really be doing when you’re reviewing your ads is it just the bids this is super obvious if you think about it and I’m sure most people have already thought about it but if you’re spending a let’s say you spend a hundred dollars and you made one hundred fifty dollars then you can adjust your bids as you would like so maybe you’d want to raise that bit a little bit so that you’d get more traffic to your website if you have a good lifetime customer value maybe on the flip side maybe let’s say you spend a hundred dollars and you only made fifty dollars you should lower your bid you should cut your bid in half at least so that the amount of money you’re spending matches how much you’re making in profit and there’s way more complicated formulas to figure out how much you should be spending but it’s a little bit science and a little bit art I do have a sheet I do have a sheet that I will be in the adwords course that makes things very obvious on if you should raise the bid or lower the bid so when I do come out with that course it’s a it’s a Google sheet where you could basically paste the data in and it makes you understand a lot easier but the basics of it is if you’re spending just to oversimplify things if you’re spending more money than you’re making lower your bid if you’re spending less money than you’re making raise your bid and that’s obviously assuming you have a good lifetime value for your customer meaning that you’re gonna spend money that first time to acquire them as the customer but then they’re going to come back and repeat purchase from you so that’s pretty much it if you want to get that AdWords checklist go to effective e-commerce com get the free e-commerce success pack also like I said I have that AdWords in product listing ads course coming out and go to effective e-commerce comm slash AdWords and if you sign up for my email for the e-commerce success pack using that link you’ll be the first person know when the adwords course comes out other than that as always leave that five-star review on itunes for a chance to win a free one-on-one consulting session and new podcast episodes every Monday and Thursday so I look forward to talking to you guys next time have a great rest week and thank you again for listening to this on the podcast or watching this if you’re on YouTube have a good one bye

• Explain Adwords
• Why Adwords is so powerful
• Finding Keywords
• Broad Match Vs. Phrse Vs. Exact
• Campaign vs. Ad Group
• Writing the ad copy
  • Include the keyword
  • Make it pop
  • Use numbers and the word Free
• Finding Negative Keywords
• Reviewing Ads
  • Find more negative keywords
  • You can use PLA Search terms to make new campaigns
  • select the winner and Adjust the ad copy
  • Adjust the bids

• Adwords Checklist
• Adwords and PLA Course