Search digital marketing – Martin Orange

Google My Business

admin — Thu, 25 Jun 2020 12:04:04 +0000

Were you ever in a hurry to find, maybe a restaurant chain still opened near you? Or maybe you wanted to get your bike repaired and had to find a repair shop somewhere near. Well, you probably seeked help from Google and he gave quick results on the map about the places near you. This is called Google My Business.

Let me introduce you to a very important tool to which every local business needs to be registered to.

Google My Business is a Google tool that introduces your brand or business to people without them visiting your site.

In addition it gives people detailed information in Google results about:

your location on the map,
reviews written by your customers,
the rating assigned to you by users,
photos of your company and offer,
address of your company,
company website,
telephone number,
description of your operation.

The result of Google My Business is that people learn the key things about your offer without even visiting your site.

Therefore, in addition to the website, you need to create and optimize your Google My Business profile.

GIFT! get to know the content of the book

Get the digital index of the book "Digital marketing from A to Z".

Type Google My Business Account into Google and click on the first organic hit.

Log in and register your account. Its best to do it with the same Gmail address you used to create your Google Ads and Google Analytics account.

To create an account, follow the navigation menu on the left. Insert photos, activity descriptions, contact information, location, and anything else you can fill out. Also, write a few posts in which you present the offer that your potential buyers are mostly looking for online.

Google My Business is also very good for SEO optimization. To do this, add keywords to the Google My Business Profile name.

Also, include keywords in your service description when describing the services you provide.

– 100 € discount

–100 € discount on all e-courses

Once you’ve created and edited your Google My Business profile, it’s time to start getting reviews and ratings from your customers.

To keep up to date with their ratings and be able to respond to their reviews immediately, download the mobile app. It is available in Android and iOS versions.

This is especially important if you have a physical store. After visiting you, Google will send a question to your customers if they were satisfied with you and to evaluate your service. It often happens that people prefer to share negative experiences and write this as a review. So it’s a good idea to answer as soon as possible and ask how you can help make their experience better next time.

Combined with Featured Snippets, this is a very important feature of Google that allows Google users to learn key information about your business and offer without even visiting your website.

This is a very important turning point as you now have to convince people without getting to know you beforehand. Through ratings and reviews, people on Google compare you to the competition.

So pay a lot of your attention to Google My Business and really work on asking each customer if they would give you an review or a rating on Google My Business, because more ratings and more reviews bring you higher on Google or Google My Business results.

It is very important for every business to have a Google My Business profile as it attracts local customers and gives quick information, while people nowdays tend to be in a hurry all the time and because of that they use Google to find information.

I invite you to read another one of our articles on the topic of digital advertising. And for step-by-step video tutorials, check out our hands-on e-courses.

Find out more about them at https://www.martin-orange.com/e-courses/

The post Google My Business appeared first on Martin Orange.

Google Search engine optimization

admin — Thu, 25 Jun 2020 11:13:38 +0000

Did you know that 80% of people visit websites and online stores because they click on a link displayed by Google on its first page and only 20% of people click on ads on Google? Do you want to know how to get your site to be ranked highest by Google’s algorith and thus shown on the first page?

In this article I will share with you instructions for website optimization for Google.

Optimizing your website or online store for Google allows you to achieve probably the most important goal in digital sales:

that potential customers find your website or online store when they search for an offer like yours or when looking for solutions to their problems or desires on Google.

In practice, this means that with good optimization you get inquiries as well as customer orders without, you having to pay Google a single euro for advertising. However, you need to invest knowledge and time in performing page optimization for Google, which, of course, requires certain resources.

There are also other search engines, like Bing, but Google has almost the entire market share in search engines.

GIFT! get to know the content of the book

Get the digital index of the book "Digital marketing from A to Z".

So how do you get a website to appear high or even in the first place of hits on Google?

With website or online stores optimization. It is divided it into two main categories:

On-site optimization includes the optimization of elements on the website:

a) Name of the page or Title. This applies to the entry and each subpage.
b) Definition of H1 and H2 for each individual subpage.
c) Naming photos and their alt names.
d) Quality content with the right keyword density.
e) Menus, categories, subcategories.
f) Links between different subpages.

The basis for all these activities is SEO keyword analysis with which we find out what potential customers are actually looking for on Google.

– 100 € discount

–100 € discount on all e-courses

Off site optimization, on the other hand, covers the area of creating authority for your website from the standpoint of Google’s algorithm

Google checks how many external links each website has. So how many websites have published an article in which they included a link to your website or subpage.

These other sites can be the websites of your business partners, blogs, small and large media. It is good to know that large websites with a lot of content and a lot of traffic have more weight or Domain authority as a website with little content and little traffic.

One large website with a lot of traffic and preferably from the area you cover can make more impact than a hundred small and poorly visited pages.

It is important to focus on getting external links from as many different websites as possible. Many articles on one external website will not be of much use to you because they come from the same URL.

The ratio in the effect of on-site and off-site optimization for Google is 20% for on-site optimization and as much as 80% for off-site optimization. But only when you perfect the on-site optimization.

Like I said before only 20% of people click on ads that Google shows under hits. So a lot of investment in advertisingdoesn’t help you much. That is, only at a time when your on-site optimization is not yet fully edited.

Both types of optimization are a process that is never complete.

It may sound tedious but in reality both are an integral part of marketing for your brand and the reward is huge in the end.

I invite you to read another one of our articles on the topic of digital advertising. And for step-by-step video tutorials, check out our hands-on e-courses.

Find out more about them at https://www.martin-orange.com/e-courses/

The post Google Search engine optimization appeared first on Martin Orange.

Basics of advertising on Google

admin — Thu, 25 Jun 2020 10:55:46 +0000

How do you get your online store to where most customers are gathered in one place?

I want to help you reach your goal, to make your website visible to more potential custumers and with that increase your traffic and sales. The most effective way to do that is through Google advertising.

Advertising on Google takes place in Google Ads.

Type Google ads into Google and find the first organic hit.

Then create your Google Ads account – using your personal Gmail address.

Sometimes Google will ask you to create the first Google advertising campaign already when you register. Don’t be intimidated by this even though you may be doing it for the first time. Just click everything so it lets you get through andcreate your Ads account.

The campaign will not be active, while you will turn it off.

At first, you probably won’t have all three types of advertising on Google displayed. In this case, you’ll first need to create at least one campaign for each type of to get a full view.

GIFT! get to know the content of the book

Get the digital index of the book "Digital marketing from A to Z".

The three types of advertising on Google are:

Search advertising is probably the most typical advertising on Google.

We all know that when we type a word into Google, ads appear at the top of the page and usually at the bottom of the page. We recognize them by the sign ”Ad” written on the left.

So this is advertising on the Google search network. The basis for this advertising is quality SEO analysis with Google Keyword Planner.

Ads on the Display Network are web banners on websites, usually media sites that have partnered with Google. This simply means that they enter into a collaboration agreement with Google and upload an api that allows Google Ads to place simple web banners on their website. When someone clicks on this web banner, the website owner gets payed a few cents.

– 100 € discount

–100 € discount on all e-courses

How do you separate Google banners from regular web banners on a website? They have a white square with a blue x in the upper right corner. When you click on this X you see the sign: Ad closed by Google.

So the ad was closed by Google.

You also see two options: Stop seeing this ad – by clicking this option it will stop showing you this particular ad.

The other option is: Why this ad? Clicking on this text opens a subpage that explains that the author of the ad, so the advertiser, obtained your information through Google Ads.

Ads on the Display Network appear to your audience in the following ways:

a) Remarketing. The person clicked on your ad, visited your website, and you can now display banner ads to them on other websites as well.
b) According to the interests and characteristics of the target group.Determine, for example, that everyone who searched for new laptops on Google see the ad. And then these people see your ad on various websites. Or specify that all moms with babies and toddlers up to the age of one should see the ad.

And a third type of advertising that we edit in Google Ads is video advertising.

It’s basically advertising with videos on Youtube. However, we can also advertise with videos on Google’s partner sites – similar to Google’s web banners.

These were the basics of Google advertising, so the three ways you can advertise on the biggest platform in the world, where most customers search for solutions for their problems.

I invite you to read another one of our articles on the topic of digital advertising. And for step-by-step video tutorials, check out our hands-on e-courses.

Find out more about them at https://www.martin-orange.com/e-courses/

The post Basics of advertising on Google appeared first on Martin Orange.

Pinterest marketing, step by step for beginners

admin — Tue, 09 Jun 2020 10:01:12 +0000

Through the article we will discuss Pinterest marketing step by step and current trends.

When was the last time you used Pinterest? The question may sound weird, but it’s not, as Pinterest is often underrated.

Pinterest was introduced in March 2010 by Paul Sciarra, Evan Sharp and Ben Silbermann. Ben Silbermann and Evan Sharp met while studying at Yale. Then Ben Silbermann started working for Google and Evan Sharp for Facebook. Pinterest was the fastest independent website in history, reaching 10 million unique monthly visitors.

In the first quarter of 2019, Pinterest was used by 291 million active users per month, including 206 million users outside the US. It is the third most used search engine that people visit mainly when looking for ideas for products or services.

You may have heard of Pinterest marketing, but don’t know exactly what is Pinterest?

Let’s take a look at it. If we explain it in a simple way, Pinterest is like a cork that you sometimes find in kitchens or maybe on the refrigerator door, to which we pin our ideas, recipes, shopping list … So, it’s the same thing, only in the case of Pinterest your “cork” is in a digital form.

Pinterest is a search engine that helps you find and organize pictures, ideas and other interesting things. Some say it’s an intertwining between a search engine and a social network. Content posted on Pinterest is called a pin.

Each idea is illustrated by a pin that Pinterest users can find and save. You can choose from a variety of pin formats – from still images to autoplay videos. Whichever format you choose, you will only need three main components:

The ability to connect between your pin on Pinterest and your site is very important to the business as it can lead tomore traffic and sales. Pins also allow users to find more information about the products they intend to buy. In fact, an incredible 90% of Pinterest users said that it helps them decide what to buy. In addition, 66% of users decide to buy something after seeing it on Pinterest.

Various studies show that women are the ones who make 80% of all purchases. And in fact, women make up 70% of all Pinterest users. Advertising your brand on Pinterest can therefore bring you a lot of potential purchases.

Pinterest users can save pins they like on different boards. In this way, Pinterest users save up to 2 million pins related to shopping searches each day.

Are you ready to pin? Let's start!

And guess what? It’s free! Also, Pinterest does not give business accounts a lower impression rank on users ’timelines. So everyone on Pinterest is equal, and the visibility and reach of your profile depends only on you.

To be successful on Pinterest, it is most essential that you are friendly, mention the source of your pin content, avoid self-promotion, and report inappropriate content (e.g., pornography).

Optimize your Pinterest profile

The URL of your Pinterest profile is determined by your username. To add a business name, you will need to upgrade your personal profile to a business one. After that, you will also get access to promotional pins, analytics and the ability to include a link to your website on your Pinterest profile and in your pins.

Pinterest gives you more space in this section. Place your keywords immediately after your business name to make your business visible. Then add keywords to the titles and descriptions of the pins.

Be careful not to act like a robot adding too many keywords to your titles or descriptions. Optimize and use a strong keyword in the right context. Less is more!

Optimize your Pinterest profile and increase its reach.

Only three steps are needed to create a personal Pinterest account. You need to determine your gender, language and country and choose 5 categories that interest you.

There are eight steps you need to take to create a business account. Once you’ve entered your email and created your password, click ‘Create business account.’ The following are the printscreens of the steps to create a Pinterest business account, follow them:

Creating a Pinterest business profile – 1st step

Creating a Pinterest business profile – 2nd step

For a better optimization of your profile add a link to your website.

Link your other media profiles to Pinterest (Instagram, YouTube,…)

Creating a Pinterest business profile – 5th step

Choose the topics you want to see on your timeline.

Last step – add a link to your Pinterest profile into the toolbar of the search engine.

A business account differs from a personal account in that it includes several functionalities:

How do you make your pins popular and more visible?

About 2 billion searches are performed on the Pinterest search engine every month. So keep in mind that you need to format your keywords and pin descriptions so that users can find you. Otherwise, they will not find your content or it will not be visible.

Knowing the most popular categories can be helpful in understanding which types of boards can (best) work for your business. According to a study from University of Minnesota, the most popular categories on Pinterest include food and drink, do-it-yourself categories, home decorating, and women’s fashion.

The optimal pin size, which is neither too small nor too large, is 736 × 1102 px. The most popular are clear, high-resolution graphics.

Create awesome, popular pins with our tips

Posting and commenting on Instagram via desktop or laptop

If you for example run an e-commerce store, here are some tips for growing your business with Pinterest:

To get started, you should create 10 pins a day, or more.
Second: Publishing unique content is not a rule or obligation. On the contrary, pin all other content you find interesting to one of your boards. Just click the save button and attach the content to your profile. Add articles to your boards on topics that interest you and / or are related to the products you sell.
Third: When pinning content, you should try to link it to your own products or services (adding links, keywords, ...)
And to conclude: It is very important to engage with others. Without commenting and participating on other people’s boards, the number of your followers will not grow. If you don’t have followers when you add new content or new pins, they won’t have the desired reach and results.

So create re-pins of others (share posts), especially those in your target audience. This is an opportunity to get noticed.

You can also join groups. This is a great opportunity to increase traffic. So don’t forget to participate and become a part of the Pinterest community, which is fundamental for growth and gaining new followers.

GIFT! get to know the content of the book

Get the digital index of the book "Digital marketing from A to Z".

Optimize your pins, optimize your Pinterest marketing!

Traffic won’t come by itself, so it’s important to optimize your pins. According to the results of several surveys, the best times to post on Pinterest are between 20:00 and 23:00 in the afternoon and 2:00 and 4:00 in the morning. Friday and Saturday are the best days.

Include a PinIt button, with a link to your Pinterest profile, in any image on any website or portal (Facebook, Instagram, Twitter, …), but make sure that these extensions do not slow down your website. Pinterest offers different types of buttons and widgets to use and promote:

You can then also link your Pinterest business account to your Facebook, Instagram and Twitter accounts. This will add buttons to your Pinterest profile with links to the mentioned profiles. To do this, go to the Network Section tab in your account settings.

It is good to know! You can only link a personal Facebook profile to a Pinterest profile, not a page.

Instead of waiting for people to find your pins, you can direct them to your Pinterest profile. How? By including your pins in the Newsletter.

Pinterest search engine with the popular, nicely designed pins.

Improve and increase your reach on Pinterest!

Once you know well how to create your favorite pins and optimize them, you can start using that skill to build strong relationships with your followers and influencers.

To follow or not to follow? There are three important factors that convince Pinterest users whether or not to follow a profile:

As we have already said, you will have to post (pin) the pins several times a day. Pin between 5 and 30 pins to your profile each day to gain more followers. However, be careful not to do this all at once. Distribute the pinning throughout the day.

Then engage your followers, answer their questions and comments, and invite them to pin to your boards. It is also very interesting to follow popular boards related to your industry or company. Because you can first learn from them which types of pins work best with them. If you comment on these popular pins, your brand can be noticed by a huge number of their followers.

Advertising on Pinterest

Although many consider Pinterest to be a secondary social network (we clarified at the beginning of the article that Pinterest is a search engine and not a social network), its importance should not be overlooked. Pinterest offers many opportunities and is a unique opportunity to improve your online business and enable better visibility and visibility of your brand.

As with all social networks, you need to create constant content and non-stop advertising campaigns on Pinterest if you want to achieve your advertising goals and connect with high quality users. This means ensuring that your pinned content is located where your target audience can find it easily, which in turn allows you to communicate with them more easily.

When advertising on Pinterest, the first rule is that the pinned content that you want users within your target audience to see is based on the interests and activities in which they have been involved so far. If this segmentation is not performed correctly, your pins will encounter “blind eyes”, as users on Pinterest can hide those boards that do not suit their interests.

By far the most searches on Pinterest, of course, happen in English, which means that Pinterest is primarily an opportunity for companies selling in the international market.

– 100 € discount

–100 € discount on all e-courses

The best way to start earning money on Pinterest

You can make money through Pinterest in many ways, and as the platform continues to grow, so will the opportunities. Don’t miss the opportunity to reach potential customers. Join Pinterest!

1. Trust your passion and sell it!

Do you have any passions? Because if people spend money on things that are your passion, you can make money. Imagine you are a gourmet eater and want to try food in new restaurants. Pinterest can help you with this.

You choose your target audience; example: women in their thirties who love to go out and discover new places. Then you just need to create a Pinterest account that will enchant them. Once your number of followers starts to increase, marketers can approach you with offers.

2. Sponsored affiliate products

Nowadays, many companies use the services of people who have a large number of followers (i.e. influencers) to present their products in exchange for the small sales commission that this type of marketing brings them. Identify companies that sell products that you can promote and contact them as a potential influencer. Promote their products on your board with affiliate links.

3. Share your knowledge

If you use the platform persistently and successfully for a while, you will become a master of Pinterest. So why keep all this knowledge to yourself? You can make money on this account. As Pinterest is constantly growing and evolving, people need to be taught how to make the most of this search network full of opportunities. For example, you can create video tips or e-books on using Pinterest in marketing

Share your knowledge in the form of e-books or video courses – you can make money this way!

How to reach new customers with the help of Pinterest marketing?

Pinterest offers several types of ads. Do you want to increase sales or visibility of your brand? Depending on your goal, you will be able to find the strategy that will bring you the best results.

1. Promotional pins

This is the basic form of Pinterest advertising. As usual, they come into play with the source and in search results. The difference is that they increase your reach and consequently your profile visit. Users can pin them to boards, share and comment.

The good news is that when sharing a pin, the “promoted” label is removed, and any further re-pinnings are considered an organic reach.

Specifications of standard and promotional pins:

Campaign goal: brand awareness;
File type: .PNG or .JPEG;
Ideal aspect ratio: 2: 3 or 1000 x 1500 pixels (px);
File size: maximum 10 MB;
Title: up to 100 characters;
Description: up to 500 characters.

2. Promotional image galleries (carousels)

They contain two to five images that users can view. They work the same except for dots, which emphasize the ability for users to swipe left and right between pins.

Each tab in a carousel ad can contain a different image, title, description, and landing page. So it’s a suitable format if you have multiple products or features available.

Image gallery specifications (carousels):

3. Promotional video pins

Promotional video pins are similar to regular promotional pins, except that the static image is replaced by a video clip. You can also choose where you want your videos to appear: in search results, in users’ timelines, or in the “related” section.

Video starts to play automatically when the video pin is at 50% visibility. But make sure you record a video that doesn’t neccessarily need sound to be understood, as many viewers watch videos on their timelines with the sound turned off.

For promotional video pins, you can choose between two sizes: standard width and extended (max width).

The standard-width promotional video is the same as a regular pin. Extended videos, however, spread to the edge on the mobile phone and can be more expensive to promote as minimum bids start higher.

Videos are perfect for campaigns that raise awareness of your existence and tell the story of your brand or product.

Promotional video pin specifications:

Campaign goal: video views
File type: .MP4 or .MOV;
Coding: H264;
Ideal aspect ratio: 1: 1, 2: 3, 9:16 or 16: 9;
File size: up to 2 GB;
Video duration: minimum 4 seconds, maximum 15 min;
Description: up to 500 characters.

4. Promotional pins for applications (App Pin)

Promotional pins for apps only work on mobile phones. But that’s not a problem at all, because 80% of Pinterest search engine traffic comes from mobile devices. This way of advertising allows users to download the mobile application directly from Pinterest.

Application promotional pins are linked directly to the iTunes or GooglePlay store URL. This way, users can download the new app without leaving Pinterest.

5. Pinterest Stories

This is a new type of pin that is currently being tested with selected business accounts, which are currently only available on iOS devices (Beta version).

Each Story Pin has a cover image and title – people will see this in the form of an icon on their Pinterest timeline. They can be images, text and links and should have a minimum of 2 pages to a maximum of 20. Users can touch the title image, and thus open the entire Story Pin.

Pinterest Stories are a new way of pinning. They are currently still being developed (Beta version)

How to be visible on Pinterest in 2020?

The algorithm used by Pinterest to decide what users see on their timeline is called a “Smart Feed”. The content on your timeline is displayed using three different content groups:

Pinterest selects the appropriate pins from each of these three groups to appear on your timeline and show content that may be of interest to you.

So you need to think about an SEO (optimization) strategy if you want your pins to reach your target audience.

You need to research your keywords first. You can use a tool like: Google Adwords Keyword Planner. Or, you can use the search bar directly on Pinterest. As you type in your keywords, they will appear alongside the most popular and searched automatic suggestions.

Remember to use #hashtags, as they are the basis of successful Pinterest marketing for beginners!

You can also use #hashtags to optimize your pins. They act as keywords. Appropriate #hashtags are therefore another way to reach users who are interested in your content.

It can usually take a while for your keywords to appear in the results when you do the research and post your pins. But when searching with a #hastag, the latest pins with this hashtag will appear at the top of the feed. This also means you don’t have to update older pins with hashtags, as they already have a keyword-based reach. Not sure how to get started?

Check out the Hashtag Generator Tool and add appropriate #hashtags to your pins

You now have the tools to make the most of Pinterest and increase the reach and visibility of your business online! If you have ever used Pinterest marketing in the past, let us know your experiences in the comments.

I invite you to read another one of our articles on the topic of digital advertising. And for step-by-step video tutorials, check out our hands-on e-courses.

Find out more about them at https://www.martin-orange.com/e-courses/

The post Pinterest marketing, step by step for beginners appeared first on Martin Orange.

YouTube advertising step by step, why and how to start?

admin — Wed, 20 May 2020 06:25:29 +0000

Throughout the article, we will discuss YouTube advertising step-by-step and the creation of a channel.

YouTube is the third most visited website, according to SimilarWeb, and Google says a billion monthly users watch over six billion hours of video. So video campaigns can potentially reach a huge number of internet users.

Youtube is the second largest browser in the world. The first is Google, who also owns Youtube. Therefore, with good content, great videos, you can get organic visits from both YouTube and Google, as Google also shows YouTube videos as hits.

Have you noticed how many videos you see on your Facebook news feed? Do you see more and more ads on YouTube? Video content is becoming an increasingly important form of communication for businesses as it is a great way to increase visibility, website visits and also drive sales.

We remember a video. Due to the intertwining of visual and audio content, it is one of the better ways to address your users. The memory or recall of such ads is greater, but there are many other reasons to advertise on YouTube.

An example of an optimized YouTube channel. Primer popolnoma optimiziranega YouTube kanala

7 Reasons for Advertising on Youtube

You only pay for actual video views or clicks from interested users.
Youtube advertising is relatively cheap (with low competition also 0.01 per view).
The number ofad clicks and website visits is surprisingly high.
The cost of selling can also be less than the cost of advertising on Facebook.
Reach the right audience at the right time (use advanced targeting options).
Measure and monitor the performance of campaigns (Adwords statistics, Google analytics, VidlQ, TubeBuddy).
Create video campaigns quickly and easily.

Steps to Successful Youtube Advertising

Businesses are already aware of how important video is becoming as a form of content, but how do you get started? In the following, I will explain the steps to take advantage of video marketing opportunities on YouTube.

1. Youtube SEO – keyword research and video optimization

Do a research on the search terms that people use when searching YouTube for videos with tips for their problems.

Appropriate service is provided by:

Video optimization service – TubeBuddy

Organize your keywords into content-related groups. To rank among the top hits on Youtube it is important to make each video separately. SEO optimization is needed. To do this, follow these steps:

The name of the video should start with the main keyword
For each video, add the appropriate tags - according to the SEO analysis
Prepare a longer video description for each video and include keywords
Make an attractive thumbnail for each video (use Canva).
Share the video on various social media platforms
Embed the video on, at least, your website (blog post).

Optimized video on YouTube – title and describtion

Optimized video on YouTube – keywords

2. Recording a video – minimum equipment

For a quality video you only need your mobile phone. For a completely professional video, buy also a light and a microphone. All together it will cost you around 200 €. If you want, buy another gimbal. The most important thing is good lighting and good sound.

Subtitles are necessary because people often watch videos without sound. Use large fonts. The following tips can help you set the correct length of videos on Youtube:

People who make a purchase decision are willing to watch good videos with useful information even for five, ten, twenty minutes. Depending on what they buy and how useful the video is to them. Also embed such videos on your website. So instead of special effects in the video, focus on giving your potential customers as many answers to their dilemmas as possible.

GIFT! get to know the content of the book

Get the digital index of the book "Digital marketing from A to Z".

3. Create an outline script for video recording

Everything on YouTube starts with the content of the video. This should be based on your knowledge of the target group. What problems do they have and where do they look for solutions to these problems? Then consider what solution you can offer and how you will set the path from advertising to sales.

Want to increase website traffic? A visit to a physical store? Number of calls? Once you’ve clarified what you want to achieve, embed this in the content of the video. You can film your store, demonstrate the usage of the product, present your team or a statement from a satisfied customer… the possibilities are endless. Regardless of the type of recording, you must not forget the authenticity. Be yourself.

With YouTube Editor (or other related programs found online), you can easily edit your clips to tell your unique story.

The beginning of the video is very important – the first second. Immediately address the pain, the problem of a typical customer so that they see and hear that this video may be a way to solve their problem. The purpose of the introduction to the video is that people do not click on the Skip Ad button but watch the video to the end.

Note: The video ad should not be longer than one minute, as we web users are very impatient and we quickly run out of will to watch the video.

4. Create a Youtube channel

When you have the video, focus on your YouTube channel. It’s best to create one using the Gmail address you used for your Google Adwords account and Google Analytics. Because Youtube is also a Google service and you will have uniform access to everything.

On the Youtube network (www.youtube.com), in the upper right corner, click the ‘Sign in’ button, and log in, enter information about the company or brand, and designthe channel to your overall graphic image. The Youtube channel needs to be optimized to create a good user experience and to communicate to the YouTube algorithm what content the channel offers.

Name the channel after the main keyword, on which you want to be among the first hits on YouTube, and also the name of your brand.

Insert the image part of the logo into the profile image. Its importantly that it has no details and is clearly visible.

For the cover photo, use an attractive edited photo showing the use of your offer. If it is a personal brand, of course publish your photo, which you enrich with a graphic add-in or a slogan. To make it easier to customize the cover photo, you can use Canva. You can also add a logo and a link to your website in the lower right corner of the cover photo.

Upload two videos in the Home section. One video is for people visiting your Youtube channel for the first time. The purpose of this video is to convince them to become subscribers to your channel. The second video is aimed at existing subscribers to the channel. You can change this video often because it is meant to keep them up to date with what’s new on the channel.

In the Videos section, all the videos you have uploaded to the Youtube channel are visible.

Create a Playlist in the Videos section. Make your own Playlist for each individual category of offer or content. This adds videos with related content to the same Playlist. You can name the playlist by keywords, customer problem, and your offer. So use a name that will help your video appear among the first hits when searching on Youtube. Up to ten videos are expected to be added to a Playlist.

Create Playlists for more successful YouTube advertising.

Under the Channels section, other Youtube channels to which your Youtube channel is connected are visible.

In the Discussion section, the comments of the Youtube channel visitors are visible. You can write the first comment yourself and describe the content of your videos and what topics they address and thus benefit visitors.

The Business Card section is basically a presentation of your company and brand. Write here as much as you can about your company, the offer, the brands and the solutions you offer to your customers.

Also add business information, website links, social media, email address and phone number. It is important that you are transparent in the virtual world, that visitors see that they are dealing with a real person or company.

Tab Discussion on the YouTube channel

5. Upload the video to Youtube

When you log in to your YouTube account, click on the file upload icon in the upper right corner and upload the video to the server (drag / drop system).

You need to make sure users find your video through a YouTube search. Equip it with a title, description and tags (keywords). Lastly, don’t forget to post the video and share it on other social networks as well.

6. Youtube advertising is done through Google Adwords

Run advertising campaigns on your YouTube channel through Google AdWords advertising program or Google Ads. So first upload the video to your Youtube channel and then start creating a video ad in Google AdWords.

Advertising on YouTube is done through Google AdWords

Now all you have to do is create a Google AdWords account (adwords.google.com/video) and an ad campaign with the name and appropriate budget for your goals and select the uploaded video.

Then choose where the ad will appear: before the videos, next to or in the search results. Finally, define your target group, specifying gender, age, location, interests and other characteristics. Normally, the option for a video to appear before a video is selected.

Video marketing is definitely a form of marketing that will separate good advertisers from average ones.YouTube also proves to be a great link to other social networks. More than 700 YouTube videos are shared on Twitter every minute, which is more than 350 million videos a year.

3 ways of Youtube advertising that ensure that your videos are being watched

The visibility of your video is crucial for gaining viewers and consequently subscribers, as it is known that views (viewers) always come before subscribers. How can you (even if your channel doesn’t have many subscribers yet) make sure you’ve done everything for the best possible visibility?

The Youtube channel allows your visitors to see all your videos, and information. Your channel is your base and allows you to communicate with visitors and share videos to other social networks and websites. Customize the channel to your overall graphic image. On the Youtube channel, also create playlists by individual areas. Add up to ten videos to each playlist.

Name your Youtube channel after the main keyword used by your ideal customers when looking for a solution to your problem. Name the playlists in the same way.

Once you have the video uploaded to your Youtube channel, you need to enter all the necessary (and important!) information about the video. We are basically talking about Youtube SEO. This information is important for both search engines (Google) and the YouTube search engine. You can enter the title and description of the video before uploading the video to Youtube, or edit it later when the video has already been uploaded to your YouTube channel.

When entering keywords (tags), description and video title, use clear terms that are generally valid and are (of course) consistent with the content of the video. In doing so, follow the basics of SEO optimization. As a result, you can get your video to appear on both Youtube and Google.

In the multitude of videos that are posted on the Youtube network every minute, your videos will be quickly lost, so they need to be properly advertised and visitors need to be encouraged to watch them. By promoting your videos (for a fee or through other social networks), and by interacting with other YouTube users, you will help them comment and like your videos, view them, and share them with friends. This will ensure visibility.

– 100 € discount

–100 € discount on all e-courses

5 tips on how to get subscribers on your Youtube channel

When you talk about a certain topic on your channel, show emotion, be engaged, be passionate. By doing so, you are communicating to the viewers that you are talking about something that you really believe in, that what you are talking about is not just words, but your way of life, your perception.

Just as you order followers to like and / or comment on your Facebook posts, you can also order viewers on YouTube to subscribe. This will increase your chances of getting new subscribers by 3x.

You can use Google Trends, Google Keyword Planner, or Ubersuggest to help you choose keywords to see which topics are currently popular and get new ideas for your videos. If your videos are at least partially related to popular topics, the chances of getting more views are higher.

Video optimization service – Google Trends

Video optimization service – Ubersuggest

YouTube offers viewers the option to turn on automatic subtitles, but they come with errors. To get as many views as possible for your video, create (and upload) subtitles.

Vloggers are ideal for advertising your video content on their social networks. Find people who write about the content you talk about and ask them to watch and share your videos on their social networks. This way, you will definitely reach the base of people who are interested in your topic – more views means more potential subscribers.

How do you automatically share your Youtube videos on Facebook and Twitter?

Do you have a YouTube channel, but advertise on other social networks manually? Make your job easier and automate the process in just a few steps.

Steps:

Settings on a YouTube channel

In the new tabs, open your Facebook and / or your Twitter account and sign in. You can authorize one or both social networks for sharing your YouTube videos, saving you the time you would otherwise use to share manually.

3 simple tools for editing of Youtube videos online

Note: YouTube Video Editor retired in September 2017.

That is why we found some new solutions. Bellow you can see a few simple online video editors:

Video is the future. On all digital channels. Start with the video content. And take advantage of available niches. Youtube is the second largest search engine used by people who want more information. These are usually people who are determined to buy a particular service or product but want to make sure before buying. Convince them that you know how to solve their problem. It also benefits if you make an interesting video.

I invite you to read another one of our articles about digital marketing. For step-by-step video tutorials, check out our hands-on e-courses.

Find out more about them at https://www.martin-orange.com/e-courses/

The post YouTube advertising step by step, why and how to start? appeared first on Martin Orange.

Google AdWords

admin — Tue, 12 May 2020 08:19:07 +0000

Through the article we will discuss advertising on Google AdWords

Google is a search engine that people use when searching for solutions (products, services, tips) for their current problem. Therefore, when used properly, it can be a source of high quality traffic to your website, as it is used by people who are already aware of their problem and are actively looking for solutions.

Google also owns the second largest search engine in the world, which only searches among videos: Youtube.

As a result, advertising on Google and Youtube is carried out by one tool: Google Ads.

This article is (also) intended for complete beginners who need instructions for creating their first ad campaigns on Google or Youtube.

You can also use the article as a practical guide to create your first Google advertising campaign as you read this article.

To make the key steps in creating different types of Google Ads clearer and more understandable, I also used print screens.

Types of advertising on Google

Ads on the Google search network are the most typical ads on Google. They appear when people type keywords into Google that you, as advertisers, pre-specify.

Let’s say you specify that your ad appears when someone in your country in a specific language types into Google “digital marketing”.

Once these conditions are met, your ad will appear.

They are Google ads that appear on websites that collaborate with Google.

Because this type of ad is made up of images and text, they are very similar to regular web banners. They can be recognized by a blue X and a blue arrow.

Clicking on one of these two characters will let you know that this is an ad created on Google. Youtube video can also be used instead of pictures.

Google Display advertising is usually used for remarketing to people who have already visited your site.

The basis for successful advertising on Youtube is, of course, an interesting video that attracts people to watch the video to the end in the first few seconds. After that, the viewer can click on the Skip ad button. Therefore, the purpose of the start of a video should be to attract attention and raise expectations to the point that viewers will watch as much of the video as possible and then click on the button that takes them to your website.

So create an ad campaign on Google Ads. But before that, you need to create a Youtube channel and link it to Google Ads. Then, of course, you have to record, edit and upload the video to your Youtube channel. Don’t forget to add subtitles as most videos (approx. 80%) are played without sound.

– 100 € discount

–100 € discount on all e-courses

Create a Google advertising campaign in Google Ads - step by step

If you don’t have a Google Ads account yet, you need to create one on ads.google.com.

When opening a Google Ads account, do not fall into the offered trap or click on any of the offered options shown in gray boxes. Choose the advanced option at the bottom of the page: Switch to Expert Mode.

Welcome to the Google Ads environment. First, make sure you see a vertical black column on the far left. If not, find the arrow on the left side of the screen and click on it to display the black control column.

To avoid entering bank card details, select the option: Create an account without a campaign. The next step takes you to confirm your information. Be sure to choose the correct time zone and currency. Congratulations! You have created your first Google ADS account. 🙂

In this article, we will discuss the creation of a basic Google ad in the Search network.

In the black control banner or in the far left column, select ”Search network”.

Then click on “Campaigns” in the adjacent gray column.

In the middle of the page, find and click the round blue button or find the button “New Campaign”.

The following window will appear asking you to set a goal for your Google campaign.

If you go over a particular window with your mouse, it will show you which advertising options each option gives you.

With the goal of “Brand Awarenes”, you will be able to advertise only with “Display ads” and “Video ads”. If you choose, for example, the ”Sales” goal you’ll be able to advertise with all types of campaigns (this information appears at the bottom of each window when you go over it with your mouse).

“IMPORTANT: I always choose the option »Create a campaing without a goal’s guidence«. This type of campaign enables the implementation of all types of advertising campaigns. ”

When you decide on a specific advertising goal (for example, I chose the Sales goal for the means of this article), a new window will appear below where you will select the type of advertising.

Because we are creating an advertising campaign in the Search Network, I will select the goal “Search”.

Once you’ve selected your campaign type, you’ll be able to choose where your ad should lead. You can choose from:

”Website visits”,

“Phone calls”,

”Store visits”,

“App downloads”.

For the purpose of this article, I will choose probably the most common goal “Website visits”. Then paste the URL link of your landing page into the box and continue creating your campaign.

A window will appear as shown in the printscreen below. Specify a campaign name first. It makes the most sense to create one campaign to generate traffic and one remarketing campaign for previous website visits or views of Youtube videos. I suggest that you always start the campaign name with the product name to make it easier to differentiate between campaigns.

In the Networks section, Google offers you text ad advertising on both the Search Network and the Display Network. Since we’re creating a campaign on the Search Network, uncheck the other option, Display Network.

So you continue to create your campaign only on the Search Network. This is followed by setting the advertising location.

You can choose the locations of the areas where people who type the right keywords on Google will see your ad. You can select your entire country, any other country in the world, or just a single city or multiple cities at once. For this option, click on the “Advanced search”.

A new window with a map will appear.

Here you select the names of the places you want to target. Ads can appear in the territory of the cities themselves, or you can choose a radius around the cities, e.g. Ljubljana and 20 km around.

You can also, if desired, exclude certain locations. When you have set everything, don’t forget to click Save.

Then choose the languages in which you want your audience to use Google. If this is not important to you, leave the setting blank or All languages.

When advertising on Google we can, similarly as on Facebook, specify the audience to which our ads should be shown.

We’ll use this section primarily for “Display and Video Ads,” as “Search” ads primarily target people by the keywordsthey type into Google.

Use this setting for search ads primarily to measure results from individual groups. In the lower part of the window, you will be able to choose between “Targeting” and “Observation”.

In the beginning, select “Observation” and select the groups of people you would like to observe in more detail.

Through advertising, you will get information about which target groups respond better to your ads.

However, to make it easier to create a campaign at the beginning, you can simply skip this step and continue setting your budget.

Determine how much you are willing to invest in advertising per day. I recommend you start with smaller amounts. At 5 € a day, you will spend 150 € in one month. If you have multiple campaigns, and you also advertise on Facebook, the amount can quickly be 1,000 € or more. Depending on the results, you can change your budget at any time.

You must also choose the ”Bid strategy”. So what do you want to optimize your ad campaign for.

If you have not set up conversions, the only option left is ”Maximize clicks”. Better yet, first set up custom conversions (see instructions towards the end of the article) and then select the ”Maximize Conversions” option.

There are a number of options available:

Don’t skip the ad extension. Take your time and make at least these three types of extensions:

Page extensions (Sitelinks),
Callout Extensions,
Phone extensions

Ad Extensions are very important because they:

create greater visibility of the ad (especially on a mobile phone)
can take a visitor to several different subpages,
communicate various benefits to visitors,
call for action,
increase the number of phone calls,
improve Ad Quality Score.

Example of a Sitelink extension »London restaurants« and a random ad display below:

Read more about Sitelink Extensions towards the end of the article.

So create page extensions and then click “Save and continue”.

You have now returned to the basic Google Ads environment and can see the “Select campaign settings” checkbox, which you have now successfully set up.

Before continuing with the creation of Ad Sets and the ads themselves, we will learn about the functionality of the Google Ads platform and how we use them.

Google ADS functions

Google AdWords is a very broad platform that manages your entire advertising on Google. Here you can also access all support tools such as Google Keyword Planner and Google Analytics.

No matter where you are, you will always return to the main view of the platform by clicking on the Google Ads logo at the top left.

In the black menu, on the top right, you’ll find a tool icon to access all the Tools & Settings in Google Ads.

Through this article, you will get to know the ”Keyword planner” and “Google Analytics”.

Gray vertical column on the left side of the screen in Google Ads

The gray column is located behind the black vertical column on the left side of the Google Ads platform and contains the following tabs:

It gives you a quick overview of the results of all active campaigns in the selected time period. Number of ad impressions, number of clicks, number of purchases, ad costs…

Based on an analysis, Google Ads recommends how you can optimize your ad campaigns for a greater impact. I advise you to read the recommendations and consider which ones to implement and in what way.

A list of all active campaigns in the selected time period. Here, you’ll also be able to add new campaigns, change the settings of a particular campaign, check the relevance of a campaign, or stop a campaign.

Each campaign can have several “Ad groups”.

In the case of a Search Campaign, it’s best to create an individual Ad Group based on a related search keywords.

So here you can access an individual ad group to check its results, edit it, or create a new ad group.

Of course, this part will be of great interest to you, as it will show the performance of an individual ad, which you can also edit, duplicate or create a new ad. The same goes for ad extensions.

Keywords

After a few days of advertising, data will be available to let you know exactly which keywords people type into Google the most oftenly and then click on your ad and make a purchase. After some time you will then turn off keywords that are too expensive, and those that don’t generate purchases. The goal is to keep the available advertising budget available only for the keywords that sell the most at the lowest price.

Here you can set or create audiences (especially for Display Network and Video advertising) or track your advertising results by audience.

You can specify gender or age of the target group and also monitor the results by individual categories.

Find out whether people who click on your ads are using a smartphone, computer or tablet. Also which operating system they are using, which model, etc. Use the results in your settings for future campaigns.

Main control panel for Ad Campaigns

Black banner on the left with the main control panel in Google Ads.

When you click on the white arrow on a black background on the far left of the menu, a new main control menu will open for all types of ad campaigns on Google Ads.

Option 1

If you select “All campaigns” in the black Google Ads menu consequently group results from all campaigns will be displayed together in the submenus in the adjacent gray column (e.g. for keywords).

Option 2

However, when you click on an individual campaign in the black menu, you’ll see results related to that campaign (e.g. keywords) in the adjacent gray column.

Google Keyword Research

A key feature of search ads is that they appear when a person types in a particular word on Google. Therefore, of course, it is necessary to first determine which words people from the target group type into Google.

To do this, use the tool Google Keyword planner.

To find the Google Keyword planner, click on the tool icon in the top horizontal menu. Find the category “Planning” and select Keyword Planner.

The Keyword Planner has two basic features:

First, use the Discover new keywords feature.

It offers two new sub-functions:

Start with keywords

With this option, you type in a few keywords and then Google shows you how many searches for these and related keywords have been in the selected country and time period.

Start with a website

Here, paste a link to the website for which you want to check which keywords it already ranks on. So you learn a lot of interesting things about the competition.

As an example we will take a website that deals with the manufacture and installation of windows. Since the entire website is dedicated to this topic only, select the first of the offered settings and click Get results. It will show the keywords that this site already ranks on Google, the number of monthly searches, the competition, and the cost-per-click for an individual keyword, etc.

Defining a list of keywords to use in Google Ads

So Google gives you the number of monthly searches for an individual keyword. It is important that you do not throw all related keywords in the same bin, but that you form subgroups of related keywords. This will allow your ads to show on really accurate searches on Google.

There is a big difference between people who type in Google e.g. “Windows” and those who type “wooden windows price list and installation”.

Google Ads provides you with the Grouped ideas tool to sort your keywords into groups on an ongoing basis.

Next, I’ll assume you’ve already formed keyword groups, and then I’ll explain how to arrange your keywords in them.

Check the box in front of each keyword group. You can also review a group before placing the appropriate keyword in it to see which keywords it already contains. To do this, click on the arrow, it will show the keywords that the group contains.

Once you’ve selected all the relevant groups, you’ll add the new keyword in them (2.) You can add them directly to your ad campaign, or save them to your plan, which is more convenient to use in new ad campaigns in the future.

In the window labeled 3., you’ll be able to choose whether to group the search terms or add them as a single ad group. For an easier review, it is better to add them by group.

Keyword match type

In the box labeled 4., you’ll be able to choose the type of keywords that match the actual searches of people on Google. Available are the following categories “Broad” match, “Phrase” match or “Exact” match of keywords.

If you choose »Exact match« your ad will only appear to people who have typed in the exact keyword you specified.
If you choose »Phrase match« your ad will also show if people type very similar keywords or synonyms into Google.
In the case of choosing »Broad match« however, your ad will also show if people have typed words into Google that are only partially similar to the ones you specified as search terms. It can result in many clicks, many costs and few sales.

I suggest that you choose the option »Phrase« or »Exact« match.

Click »Add keywords«.

»Plan overview« or an Overview of the Search Keyword Plan

You can now further analyze the created plans with groups of related keywords by clicking on the “Plan overview” button, which can be found at the top left menu.

You’ll get a forecast of how many clicks and impressions you’ll receive with a given daily advertising budget per individual search keyword (1. in the picture above).

GIFT! Get to know the content of the book

Get the digital index of the book "Digital marketing from A to Z".

Adding keywords to the campaign

Unfortunately, the tool does not allow us to automatically add keywords from the plan to an existing campaign. So I will now just describe as an example how to create a new campaign in non-guided mode.

In the “Ad groups” view in the left menu (2.), select all the ad groups (3.) from which you want to create a campaign. Then click on “Create campaign” (4.).

Then, in the next window, specify a campaign name and set a daily advertising budget. After clicking Next, a window will appear with the caption “Name of your campaign – was created”

Return to the Google Ads environment.

Non-guided Google Ads Campaign Settings

Now your knowledge about the campaign settings that you gained at the beginning of this article will come in handy, but as you will see, it will be easier and more transparent to create and modify campaigns in this way.

Expand the left menu and click on your newly created campaign.

The campaign includes all the ad groups created. In the second menu on the left, click on “Settings”. To set each area individually, click the arrow on the right next to each area.

Under Goal, you’ll select Campaign Goal. This can be “Sales”, “Leads” or obtained e-mail addresses or “Website traffic”. In our case, we choose Sales.

In “Networks”, select only the Search Network, leave other options blank.

We set the locations as described at the beginning of the article. The same goes for languages and advertising budget.

In “Bidding”, you will select “Maximize clicks” as beginners. Once you know how to set up conversions, you’ll be able to select the “Maximize conversions” goal instead of “Bidding.” To do this, first expand the “Bidding” window, click on the blue link “Change bid strategy” and click Save.

When you have finished with the settings, to which you can always return to, you can start creating ads.

Setting up Google Ad Sets

For each group of keywords we create its own Ad Set. This allows you to specify exactly which ad to show for a particular group of search terms. At the same time, Ad Sets compete for an advertising budget that Google ranks from less successful to more successful.

This will allow you to identify the most successful keyword groups and the most successful individual keywords over time. You will then use this behavior to improve Google advertising as well as your ON-SITE and OFF-SITE Google SEO optimization.

So create as many Ad Sets as you have groups of related search keywords.

Then, create ads whose text is tailored to each of these Ad Sets.

It’s also a good idea to create subpages on the website that are content-related to groups of content-related keywords.

Example:

A group of content-related keywords associated with “wooden windows price list ljubljana”.

Then the price list for wooden windows for a branch or agent in Ljubljana must really be presented on the subpage to which the ad leads.

How to create an ad on Google

In the black column of the menu on the left, select an individual campaign and an ad group below it. Then in the adjacent gray column above, click on the option “Ads & extensions”. To create an ad and extensions, click on the blue circle with a plus sign in the middle. You will have two options:

»+ TEXT AD«, which is a regular text ad, and

»+ RESPONSIVE SEARCH AD«, that represents the advanced version of the ad.

In this article I will present the creation of the advanced version, »Responsive search ad«.

Responsive search ad

The advantage of this ad format is that we can test a very large number of different titles and texts of the ad itself. This way, we can include keywords from a particular search keyword group, making the ad more interesting to the person who just typed one of those words into Google.

When creating a Responsive Google ad, first enter the URL of your (sub)page to which you will redirect the visitor (1.)

Then (2.) write a large number of titles. Each title consists of three parts. Write them so that they act either on their own or as a connected whole.

Include a search keyword in the first part of the title.

In the second, name your brand or company.

In the third part of the title, include a call to action.

The Response Ad creation environment is set up so that you can enter a myriad of texts, then on the right click (3.) to select whether the text should compete for the first, second, or third part of the title.

Do the same for (4.) ad text, which consists of two parts.

Google will then display an ad to the person who typed a keyword into Google, containing text that is as close to the search content as possible.

It is true that creating this type of ad is quite demanding, but in the long run it always pays to invest more time and knowledge to overtake the competition.

Congratulations! You have now successfully created your ad. But it is only added to one group of keywords. And it needs ad extensions.

Ad Extensions

Ad extensions allow you to highlight the current offer below the ad, offer the visitor a link to the most relevant page, offer a link to folders, and the option to call or send email directly from the ad.

Based on the options, they need a lot of attention.

First, find a specific ad group in the black menu column on the left side of the screen.

Then, in the adjacent gray command column, look for “Ads,” “Extensions,” and “Automated extensions.”

Select “Extensions” and below, right at the bottom of the page, click on “Create Ad Extensions”.

As on the print screen, you will see the following features:

Types Ad Extensions

You can choose from ten types of Google ad extensions. Let’s look at some of the most useful:

Simply provide a link to a specific website, and name the link to express the potential customer’s benefit or problem.

Highlight the benefits with the text and call for action, e.g. Free shipping. Only for the first 10. You can add up to 4 such extensions.

Add a phone number to your ad. This way, people can call you by clicking on the number on the ad itself (applies to mobile phones).

Visitors can send a message to your email or phone by clicking on the ad.

It is an extremely important extension and you will need a Google My Business profile first. The location extension allows visitors to get the directions to your business by clicking on the ad.

Add a price of the product to the ad and a direct link to the product.

I recommend adding up to two extensions to your ad. This will make the ad more noticeable and at the same time not much more expensive. Google charges more for running ads with extensions (but it’s true that they’re more effective).

With the added ad extensions, the creation of the ad is complete.

But the ad is tied to only one ad group (Ad Set).

How to duplicate and paste a Google ad into other Ad Sets

Luckily, you don’t need to re-create ads for each Ad Set separately, but you can copy and paste the ad into other Ad Set.

Follow the logic: Ad group> Ads and extensions> Edit> Copy

Click on the ad group in the left black menu. Then, in the adjacent gray column, select Ads & Extensions. Then highlight the desired ad. Click on the Edit button and select the “Copy” option.

Then click on the second ad group in the far left black menu, and then click on Ads and Extensions in the adjacent gray column. Since we clicked “Copy” in the previous step, you will see the option “Paste” in this window.

Click on the icon and in the next step click on “Paste” again (do not check the additional two options that appear in the next step).

We repeat this process for all ad groups and paste the ad we created into them.

The ads are now created. If necessary, you can now further edit each ad in an individual audience. Above all, it’s important that at least the first title refers to the keywords that are typical of the keyword group in this Ad Set.

Setting up Google conversions and connecting Google Ads to Google Analytics.

To achieve the best advertising results, you need to set up conversions and track everything on your website to optimize your ad campaigns.

The easiest way to achieve this is to use the Google Analytics platform. You can access this tool in Google Ads by clicking on the tool icon to access the “Tools & Settings” category. In this environment, find the option “Linked accounts”.

Select Google Analytics. In the next window, you will see your Google Analytics account. If you don’t already have one, you need to create one beforehand – look for Measurements in “Tools & Settings” and then select Google Analytics.

If you already have a Google Analytics account, the “Link” option will be displayed under Actions.

Click on this option and in the next step, highlight both offered options. Now just confirm the connection by clicking the Save button. In the next window select both options and save. Google Ads and Google Analytics are now linked.

Set up a Google Ads conversion in Google Analytics first

In Google Analytics, first click Admin at the bottom left.

Then select the last one on the right (View) from the three columns displayed.

In it, select the Goals option.

Click “Create new goal”.

Goal setup

The “Goal setup” window will open. You will have the option to select “Template” or “Custom” below. Select “Custom”. Click “Continue”.

Goal description (you can skip this step).

Select Destination Name, e.g. Product X added to cart.

For “Type” select “Destination” (this will measure the goal based on when the user arrives on a particular page).

Save the Goal. Because you linked Google Analytics to Google Ads, this goal is also imported into Google Ads as a conversion goal.

You can now almost start your ad campaign. But first you need to enter more information about your business and enter a means of payment. It just doesn’t work without it.

In order for the campaign to be activated, you must enter your business information and enter a credit card.

In the upper, horizontal menu, click on the tool icon to access the Tools. Find the Billing category and then Billing settings. You now enter your company and payment information. Following the content of two main steps:

»Account type« is set to "business". Given that if you are advertising products you are probably a company. If not, just enter your name.
»Tax information« - Enter your business tax number so that it will appear on your ad invoices and you will be able to claim them as a business expense.
»Name and address« - Enter your business name and address.
»Primary contact« - Your real data and phone number.
»How to pay« - Choose »Automatic payments«
»Payment method« - Add a card - Your payment will only be made when you have spent a certain amount, which is listed as a "threshold", e.g. 300€ or after 30 days of use, whichever comes first.
Click Submit and your status will be marked "Pending", which means that the Google team is checking your data.

If you have read the article all the way through, congratulations. You’ve gained enough information to get started with Google Ads. Through the creation of the campaign, you will notice that the platform has many more functionalities, but even through 5,000 words it is not possible to capture them.

I invite you to read another one of our articles about digital marketing.

For step-by-step video tutorials, check out our hands-on e-courses.

Find out more about them at https://www.martin-orange.com/e-courses/

The post Google AdWords appeared first on Martin Orange.