Google Ads Tutorial 2022 [Use my Google Ads Optimisation Checklist to 5x Your Results]

If you are running any ads in Google in 2022, you need to watch this video. Because even if you do have a good campaign structure, you've got great ads and you've got a great landing page. If you don't have a very clear and precise optimization strategy that you're running that tells you what you need to optimize every 72 hours, every week, every month, and every three months, you are limiting the level of success that you can see in your Google Ads campaign. My name is Aaron Young and I'm your 15,000 hour Google Ads Marketing master. Why do you need a Google Ads Optimization process? The reason is very simple. Google Ads is always changing the game. Ultimately you need to remember that Google Ads is the way that Google makes money. So it wants people to click on the ad. But for us as business owners, we want people to convert. We don't only want people to click on our ads, we want them to go to our website and finish that conversion so that us as the business owner, we can get more money. And what I want to give you in this video is my Google Ads Optimization checklist. The reason why I use this Google Ads Optimization checklist is that I've seen it very, very quickly, in the space of a couple of months, see campaigns improve their results by more than five times. And that's what I want to see for your business and your Google Ads campaign in 2022. Let's go. Before I take you through my Google Ads Optimization checklist, what I wanted to actually show you is the type of results that you can actually see by following this step by step process of a structured and organized calendar for when you're going to be doing different optimization actions in Google Ads. I've actually broken this window down to the first six months of this campaign and I've bro this down into monthly segments. So what you can actually see through here is in June this year they were starting off with 23 conversions a month. From about October, we started to see these results skyrocket so that we're getting over 100amonth. And in December we got 135amonth which actually saw a 4 1/2x. So 4.5 times x growth in six months. The other good thing is, as you can see, that this wasn't just a once off month that this has been sustainable. And in October, November and December, and already in January, we're seeing very similar results. What I also do want to show you is not only did we see that increase in your actual conversions, we actually saw a monthly improvement in your cost per click. Now that's a really key factor. So you can actually see from here in June, we're paying up to $3.75 a click in July that that went over the $4 mark to $4 20. But then from there, going through this optimization process, we're able to step down and decrease the amount of money that we're per click. So we brought that down to 341 in August. And then since October, we've got that below the $2 mark to December where we got that down to $1.75. But remembering that was also when we started to see that really big increase, especially in those phone call leads. So what we're actually getting is we're getting a higher level of conversion for a lower cost, which is the ultimate goal. So what I want to do now is actually take you through the step by step process that I go through every week to focus in on different opt actions. Right here is the actual checklist that I go through and use for all of my accounts. See, this is like my playbook. And the power in this is that this actually lets you know what optimized actions you need to undertake every 72 hours, every week, every month, and every 90 days. Now the reason why that is so important is because for success in Google Ads isn't just a matter of waking up on a Monday and go, oh, I might check ad copy today. And then going back on Wednesday or Thursday go, I might check how my keywords are doing. Is because there's some things in Google Ads which you need to check all of the times. And then there's other things in Google Ads which you actually don't want to check on a daily basis or a weekly basis. You actually want to check them every month. And there's some other actions that you don't actually want to check until every three months. The reason for that is that you have to remember that underlying all of our manual optimizations is that Google runs its own AI or its own automatic learning. So we need to be able to actually give Google Ads time for for it to be able to target and make their own automatic changes. And that's especially important when we get down to some of these actions in and around your audience and your demographic targeting. But the five things that I want to take you through today is we're going to go look through our keyword search terms, which this is an action which needs to be done every 72 hours. I'm also going to take you through an ad review, which some components we do on a weekly basis and then others we do on a monthly basis. Then I also actually want to take you through our quality score, which is also another check that we only do on a monthly basis. And then when we get down to our bid optimizations and audience and demographic targeting, that is something that we want to be doing on a 90 day basis. And the fifth thing that I want to take you through in a Google Ads Optimization check is these conversion action checks, location targeting, and then also some of your cold campaign goal settings. Now, before we get into this, one thing that I do want to point out to you is that I will actually give you access to this full Google Ads Optimization checklist. I'm going to put it in the link below, so please don't feel like you've got to recreate this. This is going to be yours for free and I'll share it in my link description. The first thing that you want to be doing is your keyword search review. Now there's two main components of a keyword search review. The first one is actually what we call your search term audit. And this is something that needs to be done every 72 hours. And this is especially true for a new campaign. Any campaign that's under one year old, I would be doing this every 72 hours. So every three to four days generally for I'll go through and do this on a Monday or Tuesday and then I'll also follow up and do this on a Friday. And then the second component of what we want to do when we're checking our keywords is that we do actually want to go through the different match types and also just do some manual checks on looking at which are the keywords which have a higher CPC compared to the account average and also which keywords have a higher cost per conversion. So firstly, let's start off with this search term audit. Now for the search term audit, I like to break this down into different ad groups. And this is something that you complete at the ad group level. And the reason for that is because we've got our keywords grouped into one ad group, we want to make sure that we're only checking off all keywords that have the same similar theme. So we go into our ad group, you want to go into keywords, but you actually don't want to go into search keywords. You want to come down here and go into search terms. Now I'll also do this over the last seven days and what this is actually showing you is this is actually showing you the actual search terms that users typed into Google for your ads to trigger. So it is different to your keyword targeting. And what I generally do is we make sure that we've got a good grab of about 100. And then you're just looking through line by line and you're looking to actually see is is there anything that it's triggering ads that we actually don't want to bid for. Now I've seen one in here which is air conditioner cleaning bags. As a brief overview for this campaign, they do air conditioning servicing and cleaning air conditioners. So this is something that they don't actually want done in here. And then I go through and also do some other checks I've also seen in here where you can see air conditioning service Gladstone. The reason why I'm checking that out is because this campaign is targeting Brisbane for people who don't know the geography on that. The difference between Brisbane and Gladstone is you're looking at around about 3-400 km due to location. We want to target that out. And then it's just a matter of clicking on the ad as a negative keywords and doing your search term audit is as simple as that. Just going through each individual ad group running on a shorter timeframe of seven days and going through line by line and just adding in any extra negative keywords which you want to add. The second thing that we do is looking at your search keywords. Now remembering the difference in here between keywords and terms is keywords. These are the actual keywords which we are targeting versus those search terms are the actual keywords which people were typing in to actually trigger your ad. And what you generally want to look at here is now with when you're looking at these ones, I like to look at a little bit of a bigger grab about 30 days. What I'm looking at here is any keywords that have a really high cost per click or a really high cost per conversion. So we can see here this one here, air conditioning service, it has a cost per conversion of $34, which is really high for this campaign. And in that circumstance, what I'll even do is I'll go back to look at the last 60 days just to see if there's any further trends that we need to be looking at here. And you can see here the air conditioning service long term that has been running in and around about $12. So I'm okay with that. And the reason why I'm not actually getting rid of that keyword is because we're still going through and adding in extra negative keywords all the time in those search term audits. So it's something I'm happy with at the moment. But what you can do in that circumstance is that you can actually go through and make a little bit of a note. And what we do here is we would select this, we can copy it. And then in this section here we go keywords with a high cost per click or keywords with high cost per conversion. I can just copy that in. We can just type in here. And then that's just put in a note so that next time when I come through and do this check, I've already got a note there that I know that I'm currently reviewing this term air conditioning service. And then when we've got more data, we can make that decision as to whether we want to pause that keyword or, or whether we're happy to keep that keyword in there. The second thing that we want to check is we want to do our ad copy review. Now this is something that we want to be doing on a weekly basis, but similar to how we did our keyword checks is that even though we're going to be checking these on a weekly basis, you do want to also look at longer term data, whether that would be 30 or 60 days. So to complete this task is that we go into our campaign section, once again do this ad group by ad group. So we click an ad group, then we want to go into our different ads. So let me firstly just show you the difference in the last seven days. So we've currently doing two ads in this ad group and the reason why we've only got two ads in this ad group is because one of these ads is a responsive search ad. So we are also adding in extra testing in their headlines and descriptions. We can see here that there is quite a big variance. Once again, this expanded text ad is outperforming this responsive search ad. But if we do go through and look at the last 30 days, we just want to double check, we can actually see that those results have switched over in that the responsive search ad did have a better performing cost per conversion. So with this at the moment I just go through and I have a look at. I'm happy. The click through ratios are very similar, the cost per clicks are similar, even though the extended text ad does have a higher cost per click. What we're looking at here is this is generating more conversions. So overall when we look at the whole profile of the click through ratio the CPC and the cost per conversion. I'm really happy with how that is performing at the moment and I want to allow this test to go through further. So I'm not going to be making any further changes if you were to see this. So for example, if we were to look at this seven day result and if this seven day result was to be extended for 30 days or 60 days, that's when we would go in and start actually making some updates and edits to to this individual ad so that we can start doing some regular testing again and making sure that this is performing okay. The other thing that we do want to look at with this cost per conversion is also remembering how that sits in with your total campaign performance. Remember that I know for this account our total account is running at around about $15 cost per conversion. So we know that this ad group right from the start is outperforming the whole campaign. So we're really, really happy with how this is tracking. And then what we can do is we can go back into our Google Ads Optimization checklist and under this section just type in another note saying checked ads happy with performance. I'll come back and check again in another 30 days when I am making these notes in around about different ad groups as well. What is also really good is sometimes you may want to actually write in a date mark. So we can go at the moment today, it's the 10th of January, so we can go the 10th of January and then we can make our notes about our ad copy there so that we know we've checked those results on the 10th of January. The third thing that we want to be looking at on, on our Google Ads Optimization check is our quality score. Now this is a check that we want to be doing on a monthly basis. So we're not going to be doing this every single time we're in Google Ads. Now if you're unfamiliar with this term, quality score is a metric that Google gives your keywords and it's a score out of 10 with 10 being the highest. And you want to be playing ideally in those eights, nines and tens. If you get down to sort of seven, that's okay. But what you really want to be avoiding is, is you want to be making sure that you're above five, because if you're under five, what is going to be happening is that you're actually paying a higher cost per click. And while this is really important, the reason why you only want to check this on a monthly basis is because your quality score is A metric that's not only driven by your ad copy, but it's also driven by what your content says on the actual landing page. So it can take a little bit longer for these changes to materialize in Google Ads. So that's why you don't want to be checking these every seven days, because when you make those changes, it can take two to three weeks or even a month for those quality scores to move. To check your quality scores, you actually want to go into all of your campaigns so we can go search campaigns. Then we go into keywords. We want to keep it in keywords, not search terms. And what you actually want to make sure is that there is actually a column here called Quality Score. Now, if you don't see quality Score on your screen, you. You want to go into columns, modify columns, and then you've got an option to actually add in your quality score, and then you've got an option to add in your quality score. We've got it down here to make it easier, I'll just drag it at the top and then we apply those changes so we can see our quality score in here. Now, when I'm looking at Quality Score is I want to be looking at how is the quality score of my keywords performing on those search terms which have the highest impressions. And as you can see through here, through the keywords that we have the highest impressions in this account, we've got all of them at, you know, eight out of 10, 10 out of tens. We do have one which is a three out of 10. Now, when we go to that, what I would basically do is if we do see this with a lower quality score, I then go into that actual individual ad group, and then I look to see how that's performing inside the rest of that actual ad group. So we can actually see here, this is the quality score that we're looking at pest control service. And when I look at that with the remaining of the ad group, we can actually see here that this actually does have quite a lot of impressions. So this actually a keyword which is worthwhile improving. Now, the way that we go about that is we need to do two things, is that we would need to actually increase the keyword targeting for pest control service on our ad copy, but also improve it in our landing page. But for the purpose of this video, what I want to do is I just show that we've highlighted that and then we write that into our Google Ads Optimization checklist. So then we want to go down into Quality Score, and then once Again, as we said before, I always like writing the date. So we can write the 10th date. Then I want to write the keyword, which is pest control service. And then I want to make some notes. A low quality score of 3 out of 10. Now if we were to go in today and actually go through and fix that, we could actually make those notes down here on the 10th of the 1st and we could go that we updated the ad copy and also made changes to our landing page. We then know that we've made those changes on this date. So then we can come back once again in February and review those results. So to fix this issue, what we would need to do is we'd need to go into our ad copy. So pest control service, we can see here that we are actually mentioning pest control service. So when we actually look here on the landing page, so we can see here that we do have pest control want to live in a pest free environment. We've got our pest control services here. But there would be a recommendation of what we would need to do. Is it see in here in this heading, we would actually want to add in that term service. So pest control. So now that I've gone through and actually checked to see what the issue with is with that low quality score, I've made this note. And what we see in here is that we check the ad copy. We're happy with the keyword mentions, but we need to work for the client to increase the keyword targeting on the landing page. And then it's just a matter of once we've gone through and worked the client to make that change, that might take a week. So then a week from now we can go, you know, the 17th of the first changes were made. So now you can actually see that when we're actually using this spreadsheet, we're keeping our own record and like a balance sheet of what changes we're making. So then we know for that individual pest control service keyword is that we're not likely to check that again until 30 days after those landing pages have been made. All right, number four, what I want to talk to you in our Google's ads optimization checklist is looking at our bid optimizations. Now this is talking to our audience and demographic targeting. Now this is one of those ones that we actually only want to check every three months or 90 days. And the reason for that is because we want to allow a lot of data actually go through those different audience groups and demographic targeting so that we've got enough volume going through before we can make some of these high end decisions. Now what I do also want to point out is that these changes are some of the things which are really, really key to your account performance. If we go back to our initial results. So let's go through the overview. Remember when we were talking about these results, you saw that there was a really big skyrocket of results after about 90 days. Now this is the reason for that is because in that first 90 days of the campaign, we were getting these audience data coming through. And once we had that data coming through after about the 90 day mark, we were able to lock in some of these bid optimizations because we were confident with the data that we had received. So the two things that you want to be doing, so you want to be making sure that you're actually adding in potential audiences. Now this is something that I do check every seven days. And the way that we do that is that we just want to go into your search campaigns, go into your audiences. And then once we're in this audiences section, we want to go to edit audience segments. I like to add these via campaign. We select your campaign and what we're looking at here is we're just looking just to see. Now I've already gone through and added all of these, but we're going through, looking through to see is there any new ones that Google is actually recommending. But if you did want to, I mean we've already gone through all of the pest control ones. But if you did want to, you can actually add in your search for your services. There is something here, residential properties obviously, because what we're looking at with here is people who have homes and once again, homeowners, real estate industry and renters. So we're looking in and adding in. Is there any extra audiences that we can add? Now remembering here, there's nothing wrong with adding in as many audiences as possible because we're still running this under the observation method, which means we're not narrowing the limitations of our campaign, we're just wanting Google to give us extra data. Okay, so when we want to check this data, we want to grab a 90 day period. So let's look back from through October, November and December. And what we're looking at here is we're actually going to be looking at which audience groups give us the highest number of conversions. So you can see here this home and garden. Now the reason why I've actually increased this bid adjustment and what this bid adjustment does is let's just say you're willing to bid $1. By adding a bid adjustment of 30%, you are now saying we're willing to bid up to $1.30. So it increases the focus. It lets Google know that you're willing to pay more for people who are within this audience. So now what I really look at here is I also make sure that we've always got this search impression share marker in there and that's a share of voice marker and that's actually letting us know that at the moment within the home and garden audience segment, we're only appearing on 10% of those available searches. So I know that we've got a really big area to increase that market. Now if any of these were to get high. So once we, if we were to see that this search impression share for this particular audience segment was up at around about 80 to 90%, we then know that we actually don't need to increase this bid adjustment anymore because we've pretty much reached that full market penetration. But obviously because this is still a new campaign, we're still growing this. So if I wanted to, I could increase that even further. If you're wondering why these are copied is obviously because these are going in through the different campaigns. Once again, we're seeing this one's at 10%. And I can go there. Look, we've got a cost per conversion is a little bit higher. So I don't want to increase that any further. So what I'm really looking at is, is there any audience segments which have a cost per conversion which is lower than our account average, which for this account is around about that $15 mark. So I can go through here. So look, do it yourself as we're going. Look, that's one that's got a low cost per conversion of $8. Our search impression share is underneath that 10%. So there's actually some good level of growth there. So what we can do is we can just go through and we might want to add that in to 15%. The reason why I've been quite aggressive with that one is because I'm looking at that cost per click is a great price for this. We've got a low cost per conversion, we've got a high click through ratio. So I think that's a really potential area that we can increase that market. And then what we can also do is we can also go through and do the same thing for your demographics. And those demographics are broken down by age, gender and also household income. So once again, once we've made those changes and done those reviews, we go back into our Google Ads Optimization checklist and we can go in here, write the date and go that we added some extra bid optimizations for the the best performing audience groups. The last optimization check that I want to take you through today is our conversion action checks. Now this is something that would very much be what I call like a quality control check. And we're just making sure that all of our conversion actions are working as they should be. So to do this one, this is a really, really quick one. We want to go into our tools and settings bar into conversions once again, I'll bring this out for the last 30 days and we're just making sure that we're not seeing any of these red inactive tags. Now I know that we're seeing these here, but I've just left them here as an example because we actually did go through and update that recording about three months ago. So I'm okay with these ones. So I can go through and remove these if I wanted to, but I'll just keep them there for the time being. So just making sure that all of the conversions that we're wanting to record are recording properly. The other time that you would run this check, if you actually go through and you start seeing your conversion actions really drop off and you have a good period where we know that we're not getting any conversions. I know for this campaign they generally get majority of their conversion actions between Monday and Friday. So I'm happy seeing these little days like on a Sunday where we don't see any conversions. But what I would be looking at is if we weren't seeing these yellow and green triggers triggering off very regularly, I would then know that I need to go through and actually do some manual checks to make sure that our conversion actions are all firing. So what we can write here, there once again we can date it right 10th January, all conversion actions are working. That's my Google Ads Optimization checklist. I know it's going to be a great value to your Google Ads campaign and ultimately provide more sales and more conversions for your business. Especially if you go through each line and follow those optimization actions that you need to complete every 72 hours, every week, every month and every 90 days. So please make sure right now, why don't you follow the link in the description, get your Google Ads Optimization checklist so that you can start implementing those in your Google Ads campaign from tomorrow. If you've enjoyed this video, will you please like and subscribe? I'd love to see you around. And why don't you check out my Google Ads tutorials. In these tutorials, I take you through step by step process on not only how to set up your campaign, but more importantly, how to get your keyword research right and how to write adwords that actually sell, how to write ads that people will actually click on it, go to your website and finish off that sale or give you the inquiry or the phone call. Hey, my name is Aaron Young. Thanks for sticking around. See you next time.