How to use Negative Keywords Search Terms on Google AdWords 2018 [10:05]

– [Lori Ballen] Alright in this lesson we’re gonna take our
Google AdWords account and we’re gonna look at the search terms that people are using to find our ads and then we’re going to create a new ad around a search term people are using that doesn’t already apply to an ad that we have created. So what we know is that when we run ads, we are assigned a quality score. And you can see these here. Quality score. Our goal for quality score is gonna be obviously nine or 10,
seven or eight is okay, anything below eight I typically will go back to the drawing board and find out what’s causing that. Here we have our keyword quality scores and for example this one here,
“homes with pools for sale” has a six out of 10 quality score. Well what it means is I’m probably paying a little bit more for that click or for the lead when it converts because the quality score
is a little bit lower. So there’s an algorithm that Google uses to position ads in the top positions and it’s not always the highest bidder. It’s a combination of the highest bidder and the quality score. Well in an effort to
increase these quality scores what we wanna make sure we do is setup very specific ads to go
with our search terms and that will improve the quality score. And the quality score also has to do with the landing page on users intent and how well that landing page is performing for that user. And so oftentimes when I have see a six, I’ll go back to the drawing board. This ad overall is actually
not performing bad, the cost per lead is $21. I could probably get that down to maybe eighteen or nineteen if I improve that quality score, so it’s worth going back to look at. But overall it’s got a
decent click-through rate, it’s not a terrible cost per conversion, but as you can as we scroll down, I’ve got a lot less. So here’s a great example, this one has a 10 of 10, and my cost per conversion is $6.98. Much, much better, so I’ll typically go back and look at that keyword, see if I can better assign an ad. But today, let’s take a
look at our search terms. In one of our previous lessons, we looked at these search terms and we assigned, we put them in our negative keywords list if they were not keywords that we wish to be paying for. Well today we’re gonna do the opposite, and we’re gonna find keywords that we, people are using and Google is assigning, yet we don’t have a good enough ad or a specific landing page
that meets that search term. And so we could do better by setting up an ad group and an ad for that particular keyword phrase, and a landing page. Okay? So here’s a prime example. Right now, search keywords, I’ll just show you this again, these are the keywords that
we’ve chosen to bid on. And we have our exact match, phrase match, and broad match. Exact match meaning I’m only going to pay if they type in this term exactly, which looks like this with
those little brackets around it. Broad match is, these are the keywords I’m gunning for, that I’m shooting for, but anything around that that you believe Google is similar, go ahead and include and I’ll pay for that click. And the keywords don’t even have to be in the search terms that the user’s using. And so you have to be really careful with those broad searches like that. And then with quotes around them, that’s your phrase match. So it’s a phrase match, you’re saying, “Google I’m going pay for a click “as long as this phrase is somewhere “in that user’s search term.” So the phrase needs to match but they can put words in the front of it or in the back of it,
so it doesn’t have to match exactly but it has
to contain the phrase. Those are your three search types, right? Now we have our negative keywords that we went over on
the other lesson plan, and that’s adding keywords
that you do not want to bid on. You want to exclude these. Well now we’re going to
look at our search terms, and we’re gonna find
opportunity to create a new ad. Now some of this Google suggests for you, and now they actually have automation, where it creates the ads for you. But we’re gonna go down here, we’re gonna look at this one right here. This one is our example today. What I did is I went in and looked at all my search terms,
and I sorted by clicks. So I sorted by clicks, highest to lowest. So what I’m looking
for is any search terms that are generating a lot of clicks that don’t have a really good specific ad group or landing page
associated with them. So right here, I look at “Las
Vegas real estate market,” I’ve already added that one to the Las Vegas real estate market group. Now here’s the next one, “single story homes
for sale in Las Vegas.” Now Google’s associating this with the ad group southwest Las Vegas homes. Well what’s happening is, in my southwest Las Vegas homes ad group, I have an ad for single
story homes in the southwest. So Google is associating
this search terms, “single story homes for sale in Las Vegas” with my ad for single story
homes in the southwest. Well although that’s great, my user might be looking for single story
homes in north Las Vegas, single story homes in Henderson, single story homes… Well actually they’re saying Las Vegas, so single story homes
in northwest Las Vegas, or east Las Vegas, or south Las Vegas, or in the west. So they might not be looking
for southwest specifically. Okay, northwest is a great example of the complete opposite of that. So what I’m gonna do is I wanna go ahead and create an ad group now for single story homes for sale in Las Vegas, with no area around that, because we already have southwest, okay? So what I’m gonna do, is
I could add it from here, but I actually don’t like to do that, because it’s not specific enough. So instead, what I wanna go ahead and do, is create a new ad group. So I’m gonna go to ad groups, and I’m gonna click on this plus sign, and I’m gonna add a new group, single story homes in Las Vegas. My default bid I’m gonna put $2, and here is where I’m gonna paste my keywords or exact phrase. So I’m gonna do the exact phrase first, so I’m gonna put brackets around it, single story homes in Las Vegas, okay? And then I’m gonna do one that has single story homes for sales in Las Vegas. I’m gonna build around it a little bit. And one story homes in Las Vegas. Now I’m gonna do phrase match, single story homes in Las Vegas, and I’m gonna do one
story homes in Las Vegas, and for now I’m gonna do one that’s a broad match single
story homes in Las Vegas. And see what Google builds around that. And then I’ll keep
checking on it to make sure I’m not bidding on things
that don’t apply, okay? I’m gonna click save and continue. Now what’s gonna happen
is as those keywords begin to store data, we’ll
be able to see opportunity for other keywords around that that we may wanna build in as well, okay? Oh you know what? Well I can come back, I forgot
to do my plus plus plus. But we can do that in a minute. Okay so I’m gonna click new ad, now I need to find the landing page that I wanna send them to, okay? So I can go to my Ballen Vegas website. I might go into my IDX broker and setup a very specific sage link, or I might send them to a page on my website. And I can also test those. So up here, I’m just gonna go ahead and go to my homes for sale, I already know I have
a page built for this. And I’m gonna go to my browse by feature, and I’m gonna go to my single story homes. Okay. And now I’m going to go
ahead and use that URL. And I’m gonna paste it right here. My headline is going to be
single story homes in Las Vegas. Okay, I’m gonna get rid of the “in” because I have too many characters. View by price, area, size. Path one, single story homes. So this URL doesn’t actually
have to be a functioning URL. But it’s, when you can
include the keywords in there, it can benefit your quality score, because it can increase
your click-through rate. Then we have description,
single story homes for sale. I could say something
like, “the best selection “of single story homes for sale in Las Vegas by price and map.” Okay. We can add in special parameters, if we’re doing that, and then I’m going to go ahead and click done. I’m just keeping this
nice and simple today. And I’ve got my default site extensions, callout extensions here,
so they can actually call. Now if I wanna run a split test ad against that one I could, so for example, do another ad. Now here’s a great one. Well no let’s go ahead and
keep them on the same domain. So we’ll go ahead and do the same page, and then we’ll change something like this. “One story homes in Las Vegas.” And then “view by price, area, size, etc.” So we’re really just
changing that top one. The best selection of single story homes in Las Vegas by price and map. Okay? So really we’re just kinda,
what’s gonna happen is, we’ll test single story
against the term one story. And what we know is when
we include a number, in our ad, it can increase
click-through rate as well. So that’s why sometimes it’s great to put “700 new listings,” you know? There’s ways to setup your parameters where you can make those
ads dynamically create based on how many listings are showing up. But that’s an advanced feature so for now we’re just gonna keep this simple and we’re gonna click done, okay? And so you could run a few of those against each other if you
wanna go ahead and compare. I’m just gonna start off with two because I wanna determine
what my search volume is and if there’s enough to test
those against each other. And really that is all there is to setting up a new ad group and a new ad from a keyword that is appearing on our Google AdWords search terms.

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