Google Adwords Tutorial 2024 with Step by Step Walkthrough
Summary
TLDR本视频教程详细介绍了如何使用AdWords创建首个广告。从关键词研究开始,逐步设置广告活动、广告组和具体广告,最后探讨高级功能。教程旨在帮助初学者从基础到精通AdWords,节省广告成本,提高转化率。通过实例演示,教授如何利用Google关键词规划工具进行有效的关键词研究,优化广告文案,设置预算和出价策略,以及如何使用AdWords编辑器和添加否定关键词来提升广告效果。
Takeaways
- 😀 创建AdWords广告的第一步是进行关键词研究,以确定潜在客户可能使用的搜索词。
- 🔍 在创建第一个广告之前,需要先注册Gmail账户并访问adwords.com。
- 🚀 推荐使用'体验Google Ads'来快速开始设置广告和活动,这有助于节省资金。
- 💰 关键词规划工具是Google提供的免费工具,但需要创建第一个广告才能访问。
- 🛠️ 广告设置包括活动名称、预算、地理位置、语言和投放时间等选项。
- 📈 选择适当的广告投放方式(加速投放或标准投放)以优化预算使用。
- 🎯 设置最大CPC出价限制,以控制每次点击的成本。
- 📝 编写吸引人的广告文案,包括关键词、产品优势和任何引人注目的数字或优惠。
- 🔑 使用Google关键词规划器进行深入的关键词研究,以找到搜索量和竞争程度适中的关键词。
- 🛡️ 添加否定关键词以避免广告在不相关的搜索查询中显示,从而节省成本。
- 🖥️ 根据产品特性选择投放设备,例如,如果计算机转化率更高,则减少在移动设备和平板上的投放。
Q & A
创建AdWords广告的第一步是什么?
-创建AdWords广告的第一步是关键词研究。
为什么在创建AdWords广告时需要使用Gmail账户?
-使用Gmail账户是因为AdWords是Google的一个服务,需要通过Gmail账户登录和使用。
如何快速开始设置AdWords广告?
-在AdWords界面上点击'开始',然后选择'体验Google Ads'可以快速开始设置广告。
为什么在创建第一个广告时要使用临时关键词?
-使用临时关键词是为了在进行深入的关键词研究之前,能够访问Google关键词规划师工具。
在设置AdWords广告时,有哪些设置可以帮助节省预算?
-包括不包括Google搜索合作伙伴和Google展示网络,设置地理位置和语言,以及调整每日预算和出价上限等。
广告投放速度选择加速投放还是标准投放,有什么区别?
-加速投放意味着预算会在一天中尽快用完,而标准投放则是让预算在一天中均匀使用。
如何使用Google关键词规划师找到更好的关键词?
-在关键词规划师中输入已知关键词,查看搜索量、竞争程度和出价建议,选择搜索量适中且竞争较低的关键词。
在AdWords中,什么是广泛匹配、短语匹配和精确匹配?
-广泛匹配是只要搜索词包含关键词,广告就可能显示;短语匹配要求搜索词中包含特定的短语;精确匹配则是只有搜索词与关键词完全一致时,广告才会显示。
为什么在创建广告时,要在标题中包含关键词和产品优势?
-这样可以提高广告的相关性和吸引力,增加点击率和转化率。
在AdWords广告中,如何使用负关键词来提高广告效果?
-通过添加负关键词,可以阻止某些搜索查询触发广告显示,例如不相关的搜索词或寻找折扣的用户。
为什么在广告投放前要测试不同的关键词和广告文案?
-测试可以帮助了解哪些关键词和广告文案更有效,从而优化广告投放,提高投资回报率。
如何使用Google AdWords Editor进行广告批量编辑?
-Google AdWords Editor是一个桌面软件,可以下载并安装在电脑上,允许用户批量编辑广告设置并导出为CSV文件。
在AdWords广告中,如何根据设备类型调整广告投放?
-可以在广告设置中根据设备类型(如计算机、手机、平板)调整投放比例,例如减少在移动设备上的投放比例。
为什么在AdWords广告中添加负关键词列表是有益的?
-负关键词列表允许用户在多个广告系列或广告组中重复使用相同的负关键词,简化管理过程。
Outlines
😀 谷歌广告词初探
本段介绍了使用谷歌AdWords创建首个广告的五个步骤:关键词研究、设置广告活动、创建广告组和广告、讨论高级功能。目的是让初学者通过本教程成为专业的AdWords用户。首先需要注册Gmail账户,然后通过adwords.com开始创建广告。建议跳过新手引导,直接进入广告设置。关键词研究是广告成功的基础,但需要先创建一个测试广告来解锁谷歌关键词规划工具。介绍了如何创建一个简单的测试广告,包括选择广告类型、设置广告活动、预算、目标国家和语言等。强调了设置预算和出价上限的重要性,以及如何通过调整高级设置来节省成本。
🔍 关键词研究与广告设置
在创建了测试广告后,本段深入讲解了如何使用谷歌关键词规划工具进行有效的关键词研究。强调了选择正确的关键词对于提高广告效果的重要性,并展示了如何通过关键词规划工具找到搜索量和竞争程度适中的关键词。介绍了如何根据产品特点选择关键词,例如Vino Cards选择'wine flash cards'和'introductory sommelier flashcards'。同时,还介绍了如何创建新的广告组,并将找到的关键词添加到不同的广告组中,以便更精确地定位潜在客户。
📝 广告文案与关键词匹配类型
本段讲解了如何撰写吸引人的广告文案,包括标题和描述,并强调了在标题中包含关键词和产品优势的重要性。介绍了不同类型的关键词匹配选项:广泛匹配、短语匹配和精确匹配,以及它们之间的区别。通过实例说明了如何根据不同的匹配类型设置关键词,以确保广告只针对相关的搜索查询展示。此外,还提到了如何利用谷歌广告编辑器进行批量编辑,以及在广告文案中使用引人注目的元素,如数字和优惠信息,来提高点击率和转化率。
🚀 广告优化与高级功能
在本段中,讨论了如何通过排除移动设备和平板电脑来优化广告投放,以提高转化率并节省预算。介绍了如何使用设备设置来减少在非目标设备上的广告展示。此外,还强调了在广告活动中添加否定关键词的重要性,以避免广告在不相关的搜索查询中展示。提供了如何找到和应用否定关键词的技巧,包括使用Ubersuggest.io等工具。最后,介绍了谷歌AdWords编辑器的用途,以及如何通过不断测试和调整来优化广告效果。
🎓 AdWords学习资源与持续优化
本段提供了AdWords学习的资源,包括一个完整的课程和免费的视频播放列表,旨在帮助用户快速成为AdWords专家。强调了持续测试和优化广告的重要性,以及通过实践学习哪些策略有效,哪些无效。提到了即使初期可能会有损失,但这些都是获取宝贵市场信息和经验的投资。最后,鼓励观众订阅YouTube频道,以便获取即将发布的更多AdWords教程。
Mindmap
Keywords
💡AdWords
💡关键词研究
💡广告活动
💡广告组
💡广告投放
💡匹配类型
💡广告文案
💡预算
💡出价
💡负面关键词
💡广告调度
Highlights
创建AdWords广告的五个步骤:关键词研究、设置广告活动、设置广告组、设置广告以及高级功能的介绍。
使用Gmail账户登录AdWords,并利用体验Google Ads快速设置广告。
关键词研究的重要性,以及如何初步选择关键词。
如何使用Google关键词规划师进行深入的关键词研究。
创建测试广告以解锁Google关键词规划师的使用。
选择广告类型(搜索广告、展示广告等)以及设置目标网站URL。
设置广告活动名称和预算,以及如何节省广告成本。
选择广告投放的国家、语言和投放时间。
设置最大CPC出价限制和广告投放速度(加速或标准)。
如何设置广告组和选择关键词匹配类型(广泛匹配、短语匹配、精确匹配)。
创建吸引人的广告标题和描述,包括关键词和产品优势。
设置广告的最终URL和如何利用Google关键词规划师优化关键词。
使用优惠券代码节省AdWords广告成本。
如何通过设备设置优化广告投放,例如仅在电脑上投放。
添加否定关键词以避免无效点击和节省成本。
使用Google AdWords编辑器进行批量编辑和管理广告。
不断测试和优化广告,以及如何使用AdWords课程加速成功。
如何利用Ubersuggest.io找到否定关键词。
创建并应用否定关键词列表以简化广告管理。
Transcripts
there's five steps to creating your
first ad with adwords the first is
keyword research which we're going to do
in just a second here then we're going
to set up a campaign set up an ad group
and set up an ad within that ad group
and i'll talk about all these in depth
as we go and the last thing i'm going to
talk about are some advanced features so
by the end of this tutorial you're going
to go from a beginner at adwords to a
complete pro so if you don't already
have a gmail account that you need to go
sign up for a gmail account it's
obviously free but once you get your
gmail account which i already have you
go to adwords.com and just click start
now
now for people with new accounts this
screen may come up and i don't recommend
going through and using this what i
recommend doing is clicking experience
with google ads because it'll fast
forward you into a much better way of
setting up your ads setting up your
campaigns which will ultimately save you
money the first real step is to do
keyword research figure out what someone
would type into google to find your
product now this is a bit of a catch-22
to get access to the google keyword
planner which is a free tool that google
gives you you have to go through and you
have to create your first ad so right
now i'm going to show you how to create
an ad and at this point you should just
whatever keywords you think someone
might go to google to type in and find
your product that's the keywords you
should use but then as soon as we're
done with this i'm going to show you how
to do proper keyword research so let's
make a first sample a test ad just so we
can get access to the google keyword
planner we're going to go over search
ads there's also display ads in
universal app ads which i don't
recommend either one of these two to
beginners search ads are the typical ads
you see when you search for something so
let's click that
and you can click whatever one you want
for now i'm gonna say website traffic
just to make it easy then at the bottom
here you're gonna put in the url of the
website that you're
want to send the ads to want to send the
traffic to i'm going to be using the
company vino cards which is my
girlfriend's company i taught her how to
create her own unique product her own
passion product and that's one thing
here on this channel that i do that's
different from most channels is they
teach you how to create your own unique
product my personal company is
performance nut butter but let's get
back to the tutorial with vino cards
when you get to this page you're going
to put in a campaign name so i'm going
to put vino cards general campaign
just to make things easy
now at this point we're setting up the
campaign so let me share some tips with
you on how to save some money one of the
first ones if you want to save a lot of
money uncheck that box so include google
search partners google search partners
just aren't as profitable as google is
from what i've seen and same thing
include google display network these are
ads that you might see on websites that
are display ads i only want to target
search keywords another thing to save
you money is make sure you're only doing
in the united states or whatever country
makes sense for you
languages we got english so that's good
budget i say five dollars a day that's a
nice budget to start obviously as you
become more confident you may want to
raise that budget you can do accelerated
or standard this also is up to you
accelerated delivery basically means
that it will spend google will send your
budge spend your budget as quickly as
possible so that means this five dollars
might be gone in the first 10 minutes of
the day standard lets it happen over the
course of the day so this one's kind of
up to you i'm just going to go standard
for now
and down here and here we're going to
set the maximum cpc bid limit so i'm
going to put in there a dollar this is
just to start another tip to save some
money is i like to go down to additional
settings
and
you can change the ad schedule maybe you
only want to run it from let's say
six in the morning till eight at night
all these other advanced features are
things we'll go over either later in
this tutorial or in a different lesson
down the line but for now this is enough
that you're you're gonna have a pretty
profitable ad so let's go ahead and
click save and continue now we're
setting up the ad group so for this
first one i'm just going to call this
vino cards
general just keep it nice and broad
we're going to do a standard ad group
type these are the words that when
people search on google your ad will
show for so i know my company fairly
well and we're going to go wine flash
cards
and we'll also put wine flash cards with
the space in there just to make sure we
cap capture everything and these are
broad match we'll talk about the
difference between broad match phrase
match and exact match later but these
we're going to be targeting broad match
for now
and again the reason i chose the
keywords wine flash cards is this is
what the product looks like it's a flash
cards for wine so when someone types in
wine flash cards into google
my product it perfectly describes my
product and i want my product to show up
so that's why i picked the keywords wine
flash cards again these are just
temporary keywords we're going to do all
the keyword research in just a little
bit i'll show you how to do that we're
going to be targeting broad match for
now now i know we haven't talked about
keyword research yet but to be able to
do proper keyword research we just have
to set up the first test campaign so
let's go ahead and click continue and
now it's time to set up the ad itself so
for the final url we'll put
vinocards.com
and we'll put a headline so here's some
tips for writing a good headline
whenever possible you want to include
the keyword the search word that you're
targeting so for us it would be wine
flash cards
and you want to talk about the benefit
of your product and if there's a number
for instance our product comes with 52
wine flash cards go ahead and throw that
in there because that really captures
people's attention if there's a bunch of
text on the page which there usually is
on google some numbers will do a lot of
a lot of good so i'll just be i'll put
become a wine expert
and then for headline three
host wine tastings
like a
pro now obviously these aren't very good
but we can do better and i'll share some
more tips later on in this tutorial so
again this first ad we're creating we're
just doing it quick and dirty so that we
can get access to the google keyword
planner don't forget to add the
description so i'm just going to put a
test
sample
description
i'm not spelling that right for vino
cards
and then click save and continue at this
point you're going to set up the billing
and here's a huge tip for you that will
save you at least 100
go find a coupon code if you can find a
coupon for your adwords account that's
very helpful you'll save at least a
hundred dollars and you'll put that
coupon code in there and apply other
than that just fill out the this
information including the credit card
information and click submit
congratulations you've set up your first
ad but we're not done there this is just
the start of the tutorial i want to dive
in a little bit deeper into the keyword
research and we're going to go through
this one more time now that you're
somewhat knowledgeable on the basics
we're going to go through it again and
i'll show you some tips on how to
properly use adwords so at this point
you have access to all the amazing tools
including the google keyword planner
which is where we're going to start but
let me just show you really quick
all your campaigns as we add more
campaigns will show up right here you'll
be able to click on them and this will
be an is an example of an ad group so
you have the campaign at the high level
and one campaign might have multiple ad
groups within it and then within each ad
group it might have multiple ads
and the benefit of this is each ad group
will have keywords and each ad group
that has you know each ad group might
have very targeted keywords so within
one campaign you could have an ad group
so for example you might have one ad
group within this campaign called vino
card's general campaign that is
targeting anytime someone types in wine
flash cards they would that ad group
would would target them and would show
the correct ad you might have another
one that would say something like host a
wine tasting party and anytime someone
types in host a wine tasting party or
wine hosting kit
that ad would show up so this is going
to be a lot more clear as we go through
this tutorial the first thing we're
going to do is go to the tools and go to
the keyword planner if you already have
a list of keywords and you just want to
find the search volume and the forecast
of how many clicks you'd be getting and
go to get volume and forecast but i
think if you're new to this it's very
helpful to find new keywords
so i know for me for instance wine flash
cards that's one key word i want to go
after so let's let's get started and see
what shows up
got it all right wine flash cards
average monthly searches 10 to 100 and
the competition's pretty high
that's not the best that's not the best
keyword to target let's see introductory
sommelier flashcards so look at this
10 to 100 searches same amount of
searches but a lower
competition so i know right away let's
let's click that and we're going to
we're just going to save it for now so i
know right away that this one is a good
search term that we're going to go after
so introductory somali a flash cards
let's look at what else we have here
you're going to want to think about what
would someone type into google to find
your product and try to find keywords
related so wine
tasting
kit
let's get results
so we got wine tasting kit here
competition is high as well that's okay
top page bid is a dollar so this might
be another good one to go after wine
wine tasting party kit
look at that it's half the price right
here it has less search volume which is
fine but it's half the price so i'm
gonna i'm gonna take this one
and i'm gonna add to a new ad group
let's call this new ad group wine
tasting
kit
for now
so you're basically going to repeat this
process over and over again and try to
find as many keywords as possible i've
already personally come up with a list
of keywords that i think would do well
for vino cards so let's do a new ad
group let's say that we wanted a target
every time someone searched this in
and what would happen is when someone
searches this it would show up in this
spot right here and our ad would show up
so let me show you how you would do that
because i know if someone's typing in
wine tasting party kit there's a good
chance that they would want to buy vino
cards so let's go back here we can exit
out right here and we're going to go
over this entire process again so i'm
going to create a new campaign just for
fun just to show you the process but
usually i'd probably keep it under the
vino cards general campaign so this is
what it would look like so go to all
campaigns let's go campaigns
and then click the plus sign right here
and click new campaign
we're going to go search
and we're going to go website traffic
just to make things easy again we'll put
in vinocards.com
continue
here we're going to put wine tasting
party kit
search network unclick this as a
reminder
scroll down let's go average you want to
spend five dollars
maximum cpc let's say a dollar for now
now this is just arbitrary we're going
to change it obviously we saw that it
only should be 49 cents
and then let's go here
we don't need to do any audiences for
now i do want to show you some other
stuff
you don't need to worry about the start
or end time
we will change the ad schedule just to
you know make things a little bit easier
okay now we set up our ad group again
i'm going to call this wine tasting
party kit wine tasting party kit will be
the key word so at this point i want to
talk about the difference between
broad match which is what this is so
broad match modified which would look
like this
phrase match and finally exact match so
it talks about it down here how you can
do it but let me show you a real example
so wine tasting party kit
general if you just always do the
modified broad match the modified broad
match is by putting the plus signs in
front this will save you a lot of money
because if you don't do that the way
broad match works is if you go over to
google let's type in wine tasting party
kit someone could type in wine tasting
party kit and just whatever other junk
they want right here maybe they say
monkey
red
discount
they can type in anything and your ad
will still come up so you don't want
that that's just a general broad match
now by not including the modified not
including the plus sign instead of party
they could say mixer and what google
does is if you don't have that plus sign
in front
google will say well a mixer is
basically a party and they'll show your
ad anyways so you'll always want to put
that plus sign in front because
otherwise you're letting google create
synonyms for you so let's get rid of
that one so again with modified broad
match as long as they have the words
wine tasting party and kit
your ad will show up so even if someone
typed in their discount or
whatever it doesn't really matter now
with phrase match
this phrase needs to come up so there
could be words at the end or there could
be words at the beginning but as long as
this phrase shows up your
ad will show up the last one
and that's the exact match which is
right here is if
your ad will only show up if exactly
this hence exact match
wine tasting party kit is in it is in
the what someone's searching for is in
the keywords of what someone's searching
for there if anything is added to it
your ad will not show up so what a lot
of people like to do is all three of
these and put different bid prices for
all three of them uh this is up to you a
lot of times what i personally do is
just start with modified broad match and
add a lot of negative keywords so we're
going to click save and continue we'll
just do it like this for now
again we're going to write out the
headlines and the
all the different descriptions here
so
like i said before 52 wine flash cards
that's a good thing what i like to do as
well is search and see what what would
pop out
so
the wine tasting party kit everything
you need to know
let's see here how to host a wine
tasting party um okay so
the perfect
wine
tasting party kit
wine tasting
party and then i'll put kit on the
second line
okay
then you can put dashes and things
vino cards we'll put our product name
vino cards 52 wine flash
and that that maxes it out so i'll put
cards then just to grab people's
attention i'll put free shipping
in the usa again we'll put a description
here and
again you really want to use this this
is an ad you're paying every time
someone clicks on it and the more clicks
you get the cheaper you'll be paying per
click because google sees that you're
doing a good job at converting people
and they'll reward you for this so i
might say something like host the
perfect
wine tasting
today with vino cards with vino cards
and you can type in more but i'm just
going to leave it like that for right
now go ahead and click save and continue
and we like i said we'll do we will have
lessons later on to go into more depth
about how to write these different ad
copy so vinocards.com right there and
we're going to click save and continue
and then continue to the campaign
so now we have two different campaigns
both with their different ad groups now
it's up to you how you want to set this
up usually i will put lots of ad groups
within the same campaign
right now i'm not doing that i just
wanted to give you an example now i do
want to show you something that's going
to save you a lot of money so let's say
you click on this campaign here go down
to devices now depending on what kind of
product you're selling you may or may
not want to sell on mobile phones i find
that computers have a much higher
conversion rate so what you do is you're
going to click decrease by a hundred
percent
save
same thing with tablets
decrease by 100
save so this means i'm not wasting my
money on mobile phones or on tablets i'm
only spending all my money on computers
now personally i'm not ready to run my
ads yet so i'm going to click on all
campaigns i'll go to campaigns here i'm
going to pause both these just so i
don't waste any money on these ads that
are not going to be doing very well
one of the things you're going to want
to do before you start running your ads
is add negative keywords and what
negative keywords do is they block your
ad from showing up so you might tell
google if someone types in a keyword
that i want to show an ad for but they
also include the word discount do not
show my ad which is one i personally
recommend i have a video that i'll link
down below and up here as well you can
over by my face there should be a button
that you can click on that shows you
exactly how to find negative keywords so
at this point i want to go over some of
the advanced features and we'll do a
little walk through tutorial of the rest
of some of the features that are
available on adwords and one of the
first and most important things
especially if you're doing broad match
or phrase match is to add negative
keywords and you've heard me talk about
this before so i'm going to do it for
this wine tasting party kit campaign i
can click here and then if i click on
keywords
i can add negative keyword and negative
keywords basically make it so that if
any of the words that you put in the
negative keywords are included in a
customer's search query your ad will not
show so some common negative keywords
are discount because if someone's
looking for a discount for
you know wine flash cards i don't want
them buying my product they're not good
customers
another one might be target
walmart
amazon all these are things because if
someone's typing in target wine flash
cards or target wine tasting party kit
they're looking to buy it from target or
walmart some other ideas if you want to
find negative keywords you can go to
ubersuggest.io
and what you'll do is you'll type in
wine
tasting
party kit and you'll get a ton of ideas
of what someone might search in addition
to wine tasting party kit and you can
look through these and figure out which
ones should be negative keywords and
which ones
shouldn't which one should be okay
now i'm not going to spend time doing
this right now i do have a video down
below a link and up over by my face on
how to find negative keywords but
there's a few different processes and
that's one of the ones i talk about in
the video so once you're done with this
you can save it
or let me show you another little nifty
trick or you can also use what is called
a negative keyword list and the benefit
of a list is you can use it in lots of
different campaigns lots of different ad
groups so let me just show you here
common
negative
keywords so i'll just include again
target discount
and we'll just leave it like that for
now so i save it and what i can do is i
can click on this and i can apply it to
lots of different campaigns so i can
apply it to both these campaigns and the
benefit of this is i have one central
location i put all my negative keywords
in and i can apply it to multiple
different campaigns another advanced
feature is the google adwords editor and
you just type that in and you can
download it and it's actually software
that is on your computer i'll show you
what it looks like here
and you can go in and you can edit
things in bulk so i can go through and
export into a csv document which is like
an excel spreadsheet and edit things in
bulk so if you're planning on uploading
lots of campaigns lots of accounts that
is a better tool to use than just going
through this portal right here the most
important thing to keep in mind with
adwords is that you're constantly
testing you're not going to get it right
right out of the gate it's going to take
some work you're going to spend some
money and you might lose money at first
but you're paying for information you're
paying for the knowledge of what works
and what doesn't work if you want to
fast track that success i do have a link
up here and down below to a course i did
an adwords a complete course on
everything you need to know and a big
part of that is once you've been running
your ads how do you tweak them how do
you go in and maximize them for a
conversion so i have a link up here to
that i also have a free playlist of all
my top adwords videos that will turn you
into an adwords master as soon as
possible and make sure to like comment
and subscribe to this youtube channel
because i'm going to be coming out with
more adwords lessons very soon
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