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Video Transcript: So then let me move down to network devices. Let me explain it to you. Google has their search results page, which is the first box. So you want your ads to show up on the Google search network when people search. It’s pretty obvious.
There are also search partners which I prefer to turn off. Google license or rent, or lease their search results to other pages. So other people who have search engines have built search engines with the aim of showing Google’s results on that page, and they hope to make money through other advertising and so on. I don’t want to waste my time and have my ads showing on those pages.
The content network, I’ll take off as well. That’s something slightly different. The content network is if I have a website about bungee jumping, just an information site talking about my passion for bungee jumping or whatever it might be, I can run Google ads on my website.
So Google crawls my site and sees what pages and what words my site’s about, and will run ads on that site, and I’ll get paid if people click on it. So as the site owner, I will get paid if people click on Google ads. That’s the content network. I tend to run a separate campaign for the content network if I want. I’m going to take it off for this example.
Devices, again, really quickly. There are desktops and laptops, and there are iPhones. I’m going to take off iPhones for this campaign. In your particular niche, people probably would search for physios on Google on their iPhone. In the telco space, no one is really on an iPhone saying they want to buy a phone system. It all comes down to your niche and so on.
Now for bidding, there are a couple of different ways you can bid. I’m just going to go manual bidding. You set the maximum cost-per-click bid in the next step. What this means is that you choose the maximum amount you’re willing to spend per click per keyword. It’s a much better way to do it. You’ve got a bit more control.
Then your budget. How much are you willing to spend a day on AdWords? My suggestion is that you start with $100. Don’t freak out. You can monitor it the first day and see how many clicks you get. But it’s just showing Google you’re willing to spend some money. There are a lot of conspiracy theories out there that if you show Google you’re willing to spend a bit more money, they’ll help you out. It’s just a conspiracy theory. I don’t buy into it but you may as well spend $100 anyway.
You can do other funky things as well, which you can play around with later. You can do scheduling and so on. If you want to run a campaign for a particular period of time, you can set it with an end date. That MCG launch that I did recently had a specific end date. So I set up my AdWords campaign for a particular date. And you don’t have to worry about turning it off, it just turns off automatically. So if I forgot about it, I could have been spending hundreds of dollars a day without realizing it. There is ad rotation and so on, which we’ll talk about later on. And you can also do demographic bidding as well where you say, I only want people who are between 25 and 30 to see my ad. Now it’s not that great from a Google perspective. People have to be logged into Google with their Google account which obviously limits the users and that sort of thing. So I’d leave that out.
So the first thing you do is create an ad group. What you want to do is work out what keywords are relevant. So you might say, Melbourne physio, Bayside physio, St Kilda physio in one group. Then you might have back pain, fix back pain in another group. So you want to make sure that each group is really targeted. You don’t want to have one group with every single keyword you want to target because the adverts you design are linked to the ad group. So you want to make sure that is relevant. I’ll explain that in a second.
Let’s call it, the first one is location-based. The headline, we’ll call it Hampton Physiotherapy Clinic. You only have a certain amount of letters so you can’t go any further. What’s your value proposition? What’s unique about your business? Why would people come to you over other people? Health care, fast results and personal health. Let’s just say for example here, open seven days. What you can do even if you just display your URL on your basic website, but your destination URL can be a specific page deep into your site. So if you’ve got an ad group about back pain, particularly about back pain and you have a page on your website about back pain, you can make the destination URL/backpain.html, whatever that page is. So when people click on the ad, they land specifically on the relevant landing page. So not only does it help Google give you a better quality score, it helps the user. I want back pain,
I land on back pain. So it’s going to get you better bounce rates and better conversions.
I hope this quick video will encourage you to set up your own Adwords campaign soon. Would you like to tie it up with a video marketing campaign? Click here to get in touch with our team today.
