Teran Dale: How to Purchase a $20 bill for $1

It is very easy to lose a lot of money very quickly with Google Ads. Teran is an expert in creating winning Google Ads campaigns. He is a professional doer, not a professional speaker. His clients include some of the largest corporations. 

His discussion focuses on the 3 most important aspects of a successful campaign:

• Campaign Structure
• Landing Page
• Ad Copy

Watch this presentation and let an expert show you how to Google-proof your Google Ads campaigns!

Note: This presentation was done several years ago and some of the specific steps have probably been changed several times since. Some of the screenshots are probably not still correct. The basic concepts described in this video are still valid.

Also note that Google AdWords is now called Google Ads and the Content Network is now called the Display Network.

3:04: FAQs:

Google is still the #1 search engine, but it has dropped to 81.95%

4:53 Campaign Structure:

Conversions most important element

Most important element: conversions:

To get a high conversion rate you need:

• Right target market
• Irresistible USP
• Right elements on landing page

5:44 Campaign Struture is one of the most important elements of your paid search account.

Naming your campaigns and ad groups: Google has human reviewers to look at your campaign and ad groups

Search and display network: You should have different campaigns for each

Display network: 50% cheaper than search

7:40 How to conduct effective keyword research

1. Simple tool: pen and paper. Think like your target market and get ideas for keywords. Get into their heads

2. Use Broad match in your account. 1/3 of all sales come from broad match

He mentions some useful tools:

• Keyword Spy
• Word Tracker
• Google Keyword Tool (now Google Keyword Planner)
• McClusty (now Yippy)

10:50 Negative keywords: Words you don’t want to be searched for. Must have them because if not it will cost you a lot of money

9 levels of Negative Keyword Research — He will describe the first 3

• Google Keyword Tool (run report using match type “negative keywords) He shows examples in the video
• Search Query Performance Report
• Clusty

3 types of negative keywords (Broad Match, Phrase match, exact match)

14:15: He explains how to use Clusty

15:52 How to build an ad group

Must be tight, relevant to your ad copy and relevant to your landing page.

For search, use 3 keywords per ad group (one keyword, three match types)

For display, you can use 6 keywords per ad group: add the plural form of the keyword if applicable.

18:45 Teran explains why he puts all three match types in an ad group even though using broad match would include the other two automatically

23:00 He shows what each ad group looks like with negative keywords

25:00 Ad Copy

Your ad copy should:

• Answer the question going on in the prospect’s mind
• Use the keyword phrase in the title
• Use the keyword phrase in the body copy
• Include the benefit to your target market
• Have a call to action
• Include the keyword phrase in the display URL

This will make your ad stand out, increase your click-through rate and reduce your cost per click

26:45 Example of a Google Ad

28:05 Search Query Performance Report: If you use it, it will cut your PPC advertising cost by 20% or more and increase sales by at least 10%

98% of companies don’t use it.

Run it for the last seven days to start.

Report shows keywords typed in which triggered your ad.

If the keyword is related to your product or service, you add it in as an ad group. If it is not related, you put it in as a negative keyword.

30:19 Landing Page/Opt-in Page — What Google wants:

• Well-designed landing page/website
• Easy to navigate
• Unique content that cannot be found anywhere else online
• Website should load in under 4 seconds
• It should be clear on what you want your visitors to do
• Transparency (privacy policy, contact info, be clear as to what you are selling, third party seals)
• Google Keyword tool–start with that for website content
• It doesn’t matter how many adgroups you have in a campaign, as long as they are related to each other.
• You should have at least 250 words of content on your landing page whether it is a website page or a squeeze page.
• You should have at least 3 pages on your site (squeeze page, contact page, privacy policy)

47:21: What is Ad Position?

For those unfamiliar with Ad Position, here is what it is (from Google): Ad Position is the ad rank on a search engine results page. Although the metric was retired by Google Ads in 2019, it is still used behind the scenes for calculating impression share, top impression share, and absolute top impression share.

49:00 What is Quality Score and why does it matter?

Google Definition: Quality Score is a dynamic variable calculated for each of your keywords. It combines a variety of factors and measures how relevant your keyword is to your ad text and to a user’s search query.

Depends on:

• The quality of your landing page
• Your click-through rate
• Other factors that google won’t disclose

How to get a quality score of 10/10: On your site: Keyword in Headline, keyword in subheadline, and related keywords in bullet format.

Image ads: Make sure image matches landing page.

Your quality score determines:

• The cost per click you pay for each keyword
• The bid amount you will need to get on the first page of results
• The eligibility of your ads to be shown
• How high your ad position will be

The higher your quality score the lower the cost per click you will pay for each keyword.

1:00:03: What is a 1st page bid?

From Google: The first page bid estimate is the approximate maximum cost-per-click (CPC) bid it would take for your ad to reach the first page of Google search results when the search query matches your keyword exactly.

1:01:00 Quality Score on the Display Network

Depends on:

• The ad’s past performance on this and similar sites
• Ther relevance of the ads and keywords in the ad group to the site
• The quality of the landing page and other factors

1. If you don’t already have one, open a Google Ads account.
2. Do some basic keyword research, thinking about he words that your prospects use when they want to search for your product.
3. Develop your ad group around the best keyword using the process he describes at 15:52.
4. Create your ad using the copy suggestions he presents at 25:00.
5. Create a landing page that is laser-focused on your ad copy.
6. Make sure to put the required links at the bottom of your landing page.
7. Start with a low budget and increase as you find a willing ad.
8. Use your Search Query Performance Report to find better keywords and modify your ads and landing pages.

“Ultimate Guide to Google Ads”, by Perry Marshall is the all-time bestselling book on the subject. It’s so successful because Perry focuses on strategy more than tactics and the details of implementing (because those change often). Get the latest edition here.

Link to Google Keyword Planner.  In order to access it you must be logged into your Google Ads account.

Here is an overview of Google Ads and how to get started.

Another guide by Google