Google Adwords Workflow: Spa Massage Marketing Online, Keyword Strategy, Excel Setup

Google Adwords Workflow: Spa Massage Marketing Online, Keyword Strategy, Excel Setup


Hello everyone this is Toby Danylchuk. Welcome
back to this second video in Google Ad Words workflow which is a multipart tutorial on
how to build your first pay per click campaign for your massage or spa business and although
I am talking specifically about the massage or spa industry the strategies and the techniques
that I am going through here will apply to any industry and again the big benefit of
what we are going through here today in this quick tutorial is campaign organization and
ease of setup which at the end of the day is going to save you time and money something
that I suppose we all need more of. So let’s get right into it. Last time the first tutorial
that I had gone through we went through how to use Google Adwords to help you do your
keyword research and most importantly we used it to help us organize our keywords into logical
ad groups. In the first tutorial I had shown us how Google can do a lot of that heavy lifting
for us. So after you’ve done your keyword research
using Google ad words using the keywords tool which by the way is going to be replaced by
the keyword planner sometime in the summer. The next step is to download those keywords
in excel in a CSV file. So let’s go ahead and open up that excel file. I have got it
right here on my screen. Let’s walk through how to setup your campaign including the ad
groups, keywords and ads from the data that we got from Google. So the first tab I have
here is basically the raw data that I downloaded from Google. So from here what we are going
to do is add a tab for campaigns and additional ad groups for the campaign. So let’s click
on over to the campaign organization tab. So very simple I created three columns here
as you can see. One called budget per day, how much you are going to spend per day, what
the campaign name is and what the ad group name is and again for the ad groups I took
those names from the ad groups that came from Google and again this all came out of the
Google Adwords Keyword Tool and they name those ad groups. You can name them whatever
you want but for simplicity sake I kept them the same. So I created one campaign called massage therapy
and two ad groups. I created another campaign here called branded and just called the other
ad group my brand and again budget here and again you can continue to create campaigns
and ad groups as you go down. So the reason why I have a tab for campaign organizational
structure that is very simple like this will become much clear as we move through this
video part tutorial but again it is to help upload these campaigns very quickly into Google
Adwords editor once we are done. So let’s look at our first ad group now massage
therapy. So we can see here on this tab this is where we are going to create our keyword
strategy and also our ad groups or I am sorry our ads which are over here. For the sake
of this tutorial we are only going to get through the keyword part of this in this tutorial.
So if we go back to our original raw data we will see here is the massage therapist
ad group all the way through here. So for this first ad group that I called massage
therapy I basically just copied and pasted that data straight over here as you see it.
So this is how folks we are building our campaign we can see what our competition is here, local
search volume, approximate cost per click and I also added a final column that was not
there in the original called the final keywords and this where we are going to build the match
type for our keywords. So let’s talk a little about this match type.
As you can see right here I have got massage therapist in brackets massage therapists the
plural in brackets and licensed massage therapist. That anytime you see those keywords in brackets.
That is what is called exact match. Exact match means that Google will show your ad
to anybody that does a query for that exact match of keywords. No other keywords can appear
before or after or in between has to appear exactly like this no variation not prenatal
massage therapist or massage therapist in San Diego or what not has to appear exactly
like that. For the most part the strategy I use to build
an initial ad group or keywords within an ad group is to use what is called exact match
and modified broad match. So let’s talk about modified broad match. Modified broad match
you will see will have a plus sign before each word. So in this case I need to alter
this formula here we need an asterisk here and we go. So when you have a plus sign before
a keyword what you are telling Google is this keyword these keywords need to appear in the
query but additional keywords can appear in the query before or after or even in between
these keywords. In addition you can have plurals, non plurals match. So what it allows you to
do is cast a broader net. For example licensed massage therapist. When that is an exact match
only those keywords can appear in the query nothing else. With modified broad you have
massage therapist. Now modified broad massage therapist will capture prenatal massage therapist,
sports massage therapist, licensed massage therapist. So now it allows us to cast a wider
net but not too wide because we are telling Google we need to at least have massage and
therapist in our query and I have found that when you build with exact match you are very
targeted so you are not going to get a lot of wasted searches and then we loosen it up
a little by using modified broad to capture some of the keywords that perhaps we may have
forgotten or not thought of. To make things simpler too you can write a
simple formula here in this column that will copy over your keywords from here into this
column in the match type that you want. So if we look up here you will see my formula
it is basically equal sign quote open bracket end quote ampersand and the cell we want which
is right here ampersand quote end bracket end quote and that took this keyword phrase
and put it as an exact match and from there let’s delete this and this. We will just you
can copy the cell straight down and it copies things straight over for you so it makes it
really simple and clean if you are dealing with a lot of keywords you can pull them straight
over like that without a problem and then for modified broad I don�t use a formula
because it requires a little bit more thought in terms of what keywords you are going to
put in there so I usually do that manually and just so you don�t get a funny error
you have to put this asterisk or I am sorry apostrophe there to start this off and then
the plus sign before the word and that will be fine. So real quick again start off with the exact
match and then go into modified broad and the goal of modified broad again is to hopefully
capture some of the queries that maybe you are not going to get in the exact match so
it does require some thought and in this case as you can see we use massage and therapist
which will allow us to capture quite a few additional queries outside of just this exact
match. So that is it for this tutorial. I hope you
enjoyed this part II tutorial on Google ad words workflow. In the next tutorial I am
going to go through the next step of this which is how to set up your ads for each of
these ad groups. So stay tuned, sign up to receive our YouTube videos and we will see
you in the next video.

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