I’ll be taking you through the complete Google Ads course. If you’re currently a beginner, at the end of this article you will be an advanced Google ad marketer from everything you learn in today’s article. Because I’ll be giving you the complete formula, everything you need to know in terms of Google ad strategies, metrics, things to look for, how to start your first campaign for your dropshipping store or your e-commerce store. Or if you’re currently struggling with Google Ads, you kind of know what you’re doing with Google ads but you’re not getting any success, no profits, or you’re not breaking even, this article is going to give you everything you need.
How To Test Products With Google Ads
You need to make sure that you got your Google ad account set up. Just go to Google ads. Once you’ve created an account, you’ll go to a weird-looking page where it’s not the actual real dashboard to Google ads, it’s like a pre-dashboard they give you when you’re brand new. fill out the ad campaign, make it as cheap as you can, and then click create a campaign, and then as soon as you’ve created the campaign, you’ll come to the proper dashboard which I’ll show you.
Then go to the dashboard, click the campaign you just created and remove it.
Click the campaign, click where it says edit, and click remove because the only way you can get onto the main dashboard is if you create a fake campaign and then delete it so you can enter the real dashboard.
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Set Up Conversion Tracking
Conversion tracking is super important. I see a lot of gurus teaching Google ads and they don’t even teach you how to set up your conversion tracking and it absolutely blows my mind how they don’t teach this. Let me show you how you can set up conversion tracking.
As you can see I’m in my Google ads dashboard, this is what your dashboard should look like after you’ve made that fake campaign on the beta dashboard when you create an account
All you need to do is click campaigns, the campaign that you created as fake, click on it, and then click edit and click remove. And you won’t have to pay any money for that campaign.
To set up the conversion tracking, just go to tools, go to conversions
Once that’s opened up, hit the blue button, then hit website
Hit purchase, and then enter the purchase as the name.
Click-use different values for each conversion. You have to make sure that the current default value is whatever your store’s main currency is, so if the main currency on your store is US dollars make this US dollar. Then click count for every.
But when you created that, it will give you a snippet code where you just copy that code and then you go to your Shopify website, go on to settings, go to checkout
Scroll down to where it says additional scripts and paste that code that they’ve given you, and then you just save it.
Publish your website and your Google tracking it’s completely set up.
For beginners and advanced Google ad marketers, you’re going to need this tool it’s called “keywords everywhere”. It’s a must-have and you’ll understand why throughout this article when I show you certain things. All you need to do is just Google “keywords everywhere Chrome extension”, it’s completely free, not paid. If you’re not already make sure you’re using Google Chrome as your main browser especially if you’re doing drop shipping and e-commerce. It has the most add-ons.
What this enables you to do is see search volume, see related keywords and you’ll see what I mean in seconds.
Keyword Search Volume Metrics
Testing product methods either the product page or landing page depending on search volume.
- Less than 2,500 monthly searches: Don’t test
- Between 2,500 and 10,000 monthly searches: Test product with product page
- More than 10,00 monthly searches: Test with landing page
If you don’t know what a keyword is, it’s a search phrase, it’s a word that people enter to find certain things. For example, if you’re looking for AirPods, I’ll be using AirPods as my main analogy in this article. For example, if somebody is looking for a cheaper alternative to AirPods because air pods are expensive, they could type in “cheap AirPods”, and then cheap AirPods is a keyword, and they’re going to find things that relate to that search phrase.
I’ve given you the search volume metrics above so you understand which ones to use
If the keyword that you’re wanting to use for that product is less than 2,500 monthly searches, I do not recommend testing that keyword. It’s not likely you’re going to make any profit from it. 2,500 is a no-no in my opinion. I really don’t recommend it.
Anything between 2,500 and 10,000 monthly searches, we test that keyword and the product associated with that keyword with a normal product page.
Anything more than 10,000 monthly searches, we test it with a landing page. A landing page is where it’s just designed for that one product and it’s like a sales funnel. If you don’t know what they are, and you want a little bit more information just Google, landing pages, and there’ll be plenty of articles online showing you what they are and how they work. But I will be making a separate article in the future.
Let me go on to Google and show you what I mean by the search volume. As I said, I’m going to be using AirPods as my analogy in this article as the product I’m going to be using for my campaign. Let’s type in cheap AirPods. You can see the volume search is 40,000. There are 40,000 people that are searching for this every single month. Keywords everywhere tool also told me the cost per click at the moment and what competition is associated with.
I said anything between 2,500 to 10,000, you want to use a product page. Anything above 10,000 you want to be using a landing page. From this keyword that I found obviously, I will be looking at using a landing page. That’s what keywords everywhere tool does, it just tells you the search volume exact.
People probably thinking, why do I need that when Google actually gives me a keyword planner? Google does give you a keyword planner but when you’re new to Google Ads, the keyword planner will give you search volume, but it’s very broad, and you’ll see in a second what I mean. To make it accurate, Google AdWords will give you an accurate keyword planner once you’ve spent quite a bit of money with them, then they will start giving you the best metrics and volume indicators. But for now, you want to be use keywords everywhere, and also keywords everywhere give you related keywords you could use.
It’s a good way of finding out some related keywords because at the end of the day, Google Ads it’s all about keywords and finding the keywords that are going to work the best.
Cost Per Click Metric
How Google works when you use that advertising platform is they give you suggested bids based on that keyword, the suggested bids that they give you are never 100% accurate so don’t always take what they’re saying as a full-hearted opinion or what you should do. It can sometimes be a lot cheaper, and it can sometimes be a lot more expensive but don’t always think because Google’s told me it’s going to cost me $0.45 as a bid to rank on page 1 for this keyword, don’t always think okay, and go with them. Do your own research and do your own little measurements to find that out. I’m going to show you how you can do that.
But let’s talk a little bit about the metrics.
- Highly profitable keywords: The game of Google ads is to find the highly profitable keywords. That’s what it is all about, it’s all about testing different keywords and finding the ones that work amazing, I call them the “killer keywords”. The killer keyword and the highly profitable keyword are with a 5% conversion rate and at least 25% profit after all costs. That’s the best one we want.
- Standard keywords: These are the keywords that breakeven, or they’ll go a little bit negative, they’re just not amazing, they’re the ones that we don’t want to be using and we want to be focusing all our energy and time on Killer keyword and highly profitable keyword.
I’ll explain how it works
- Let’s say I’m selling an iPhone case, the iPhone case has a suggested bid of $0.54 per click, then the iPhone case cost me $19, I’m selling it for $41. (my profit margin is $22). 5% conversion rate would be 20 clicks to get one purchase. $0.54 x 20 = $10.80 per purchase.
- $22 profit is what I’ve got. If I minus how much has cost me to get a purchase which is $10.80 on ad spend, I’ve made a net profit of $11.20. That is a 50% or a little bit above 50% net profit so this would be a must-have keyword.
Products Priced Between $20-$80
I’ve always found that products priced between these metrics always do the best for me so that’s something you could use.
Unique products with a demand, you don’t want people to look at your product page and think ok, I can get this product somewhere else. You want to make it as unique as you can.
How To Predict Ad Success
- How many other relevant advertisers are on pages 1 & 2 for your keyword?
- If there are 3 to 5 advertisers on the first page, that means it’s saturated. I wouldn’t recommend using that keyword.
- Look at Google shopping results is it similar to your product, if so, what are they pricing and what can you expect their profit margins to be?.
Let me show you what I mean
Let’s say we’re looking for something on google, you can see no ads show up, there might be one at the bottom.
You can see there are three ads at the bottom.
There are three on page 1, if you look at page 2, there is more on page 2
I wouldn’t test this keyword. That’s exactly what I meant when I was talking about saturation. There were three advertisers on page 1, I wouldn’t personally test it unless the companies that are advertising on page 1 are not the best. And I’ll show you what I mean.
Relative article best tools to find winning product for dropshipping
Key To Google Ad Success
- Quality score is the key to our success with Google ads: I don’t care what anybody says, this is the main priority. If you don’t keep a good Google ad quality score, trust me, Google ads will never work for you.
- Quality score affects our cost per click & ad visibility and placement: If you’ve got a bad ad score, you can be paying Google good bids to get part on page 1, but they’re not going to put you on page 1 because they’re not happy with your score so they’ll put you on page 3 or page 4. This is why it’s so important to have a good quality score.
What Affects Your Quality Score?
- CTR – Your click-through rate
- The relevance score of each keyword to its ad group
- Website bounce rate
- Relevance to your ad text – no false advertisement or misleading.
- Your whole ad account performance
- These are the things you want to look into and make sure that you get to a pinpoint.
Setting Up The Campaign
We need to do keyword research, but let’s move on to what different keywords you can use in Google Ads.
You can exclude your ad from specific keywords and search terms
For example, I could use Aliexpress as a negative keyword
The search phrase “Aliexpress AirPods”, my ad wouldn’t come up as I have made aliexpress a negative keyword
Keywords I recommend adding to the negative list – Aliexpress, Dhgate, Alibaba, Amazon, Wish.
You got something called “negative keywords”. You can exclude your ad from specific keywords and search terms. When I was on Google and I was looking to see how many ads were on page 1 for that keyword that I might want to use, what I could do is for example I could have put Aliexpress or wish, as the negative keyword. If somebody searches the phrase Aliexpress, my ad wouldn’t come up as I’ve made aliexpress the negative keywords.
Negative keywords are important, for example, you don’t want to be on page 1 if somebody is searching Aliexpress AirPods because, they’re not going to buy your airpods because they’re going to be way too expensive because you’ve added your own price onto them. Negative keywords are good. You can exclude keywords that will ruin your campaign or you’re just going to waste money.
The keywords I recommend you add to the negative list are Aliexpress, Dhgate, Alibaba, Amazon, and Wish. That one I recommend you add as negative keywords. Negative keywords are just keywords that you can exclude from search terms.
Keyword Match Types
Understanding which keyword match the type will either break or make your success with Google Ads without a doubt. If you understand which match types you need to use you will make a lot of money. I recommend starting with an exact match or a phrase match for the best ad results. The key to success is understanding when to use a certain match type.
Exact match keywords are normally the most profitable. The reason why they’re the most profitable is that people are already looking for that. For example, cheap AirPods, if somebody’s searching for that and you’re coming up, they’re looking for what you’ve listed, you’re going to get a higher click-through rate because they’re searching for intent with that keyword. That’s why they’re the most profitable.
Exact match keywords are when somebody searches for the exact keyword you choose for example “cheap AirPods”, and you’re coming up. Your ad relevance and your CTR will be the best using this type. As I said, because people are searching for this with intent your click-through rate will be higher, your relevance score will be really high and you’re going to probably get a higher conversion in terms of purchases.
Your keywords will only appear as a match phrase as long they’re in the right order.
- “Where to buy cheap AirPods”
- “Best place to buy cheap AirPods”
The keyword that you’ve chosen as I said is cheap AirPods, that’s my example, but if somebody was to type in “where to buy cheap air pods” I would come up with that. Because “cheap AirPods” is my keyword, this is a phrase match because people are looking for this certain products.
Use phrase match when you have a successful campaign and you want to find new keywords. I also recommend that you use this, once you’ve had a successful campaign and you want to find more keywords then you use phrase match.
But don’t worry too much if you’re not understanding this yet, we will be going into the ads manager in a second so I can show you how to set it up and how to pick which match you need to use.
With the broad match, you got no control over your campaign. This match type is not ideal for e-commerce because we’re selling specific products there’s no point trying to do a broad match. If you do a broad match then any old people can have a look and it’s going to ruin your click-through rate, it’s going to ruin your relevant score, and it’s going to ruin the most important thing which is your ad quality score which means in the long term, your ads will just be worthless so I don’t recommend it.
Countries To Target
I always target the top 5 which are;
- United Kingdom
- United States
- New Zealand
After you let your campaign run between $20 and $40 ad spend, you can go in and analyze each country’s performance. You can narrow it down. It’s the same as Facebook. Once you’ve tested for $20 to $40 you can have a look at your analytics and see which countries did perform the best.
You don’t have to just use these countries but you can also test others but these are the ones that I recommend.
How To Create Your First Campaign
Let’s go straight into the ads manager and let me show you how to create your first campaign. We’re going to start off by doing keyword research, picking our keywords, and then creating the campaign.
The first step to getting your marketing objective done is you need to get your keyword research done before you even move on to creating the campaign. Hit tools, and you’ll see on the Left keyword planner, and then hit find new keywords
You got two options, you can enter keywords manually, or you can add a URL, and based on that URL for example because I’m doing Air pods alternatives, or clone air pods, you can add a website based on clone air pods and I’ll pick out keywords for that website. I only recommend using that option if you have no idea what keywords to use.
Because I have an idea of what keywords I want to use, I’m going to use cheap AirPods, and air pod alternative, and then hit get started, and then you can see it’ll break everything down for me into categories, the volume search, you can see competition
If you want to rank for the bottom of the first page, how much is going to cost us, if you want to rank for the top of the page, how much is going to cost us per keyword? It’s very important that you look at these two metrics and you look at the volume search
Anything below 2,500, don’t use it. Make sure you understand that. Also, don’t go over 200,000 search volume, because it’s too much at the start, you want to get to that point when you scale. That’s the key that we’re looking at.
Once you’ve picked your keyword, I’ve got three keywords, you want to ideally pick 5 to 15 keywords. The next thing you want to do once you got those keywords is to select them, click plan overview and then click where it says upload keywords
Select an ad group, create an ad group, and then click create
You need to enter these keywords again. Enter with this little bracket things
Depending on what objective you use will affect the price, so you have to understand that if you use an exact match, it might be more expensive than using a phrase match. We’re going to be using exact match because that’s what I recommend. So we’re going to type in air pods, and then we’re going to put the exact match bracket there. Then go under the line and then add more and more.
Once you’ve added them in, click save. Then it’ll give you an analysis of all of those keywords. Don’t worry about these crazy numbers.
The only thing you need to worry about is to click the drop-down menu and look at this graph because this graph will help you identify what bid you should start off with. You don’t want to start from the top of the graph, you want to work at least halfway down, and then that’s the CPC that I recommend you start with
As you can see there, halfway down is around $0.25 or $0.20. I wouldn’t recommend starting with the CPC up there, the only time I recommend starting with a high CPC on the graph is when you’re scaling. But when you’re starting out and testing, start halfway through the graph. When you enter all of the keywords because I’ve only entered one there, it will give you a graph on all of the keywords together.
We want to create the first campaign. We do that by hitting the blue button, clicking new campaign, clicking sales, clicking search, scrolling down to your website visits, clicking continue
Then add whatever your campaign is called. For example, mine is air pods. Change the “network” to just search, not display.
Then enter the countries, you want to make them the top 5. UK, US, Canada, New Zealand, and Australia.
Keep the English. You don’t want to do anything in terms of audiences, don’t need to do that yet
Enter a budget. I recommend anything between $10 to $25, but I’m going to do $15.
Click or select bid strategy directly, hit maximize clicks
You want to add it as $0.25. You don’t want to add this the same as mine. Remember when I was looking at that chart, and I was trying to work out what the halfway line was and work out what I should start with. Whatever yours is, you’re going to add that there, and then you can also scroll down and click Save and continue.
Add your keyword. An ad group is like an ad set so that’s an analogy I’m going to give you. For example, I’m going to enter my keywords, cheap air pods, was one of them, and then you want to add the exact match brackets so you’re telling Google that you want this to be an exact match keyword. and then obviously you want to add your 5 to 15 keywords. I’m only adding one. Hit save and continue.
Add the final URL so for example, mine would be earpods.com, or whatever your website name is. You want to send the traffic to either a product page or a landing page, not a homepage. make sure it’s a product page or landing page.
Like I said, if it’s above 10,000 monthly searches, make it a landing page. If it’s below. make it a product page.
- Headline 1, will be “best cheap pods” and then headline 2, would be “50% off & free shipping”, you don’t have to add a headline 3, you can if you want. I personally sometimes don’t, sometimes do, you could add 24 hours support.
Add the display path so for example, you could do “best AirPods”. I only add this if the URL is ugly then add the display path.
- Description 1, I’m going to put, ‘are you wanting pods but can’t afford them? “now is your chance with the best AirPods alternative”.
You can do such a better job than I’ve done. For example, with headline 1, I would add it as your actual keyword for the product. Headline 2, you could use 20% or 50% off or whatever percent you’re currently doing, and then I always have 24-hour support. In the description, you want to ask them a question about their pain points. The pain point here is they want AirPods but can’t afford them, so I’m just saying look, here’s your chance now to buy them with the best option being my product. And then you want to hit save and continue
Confirm the campaign and that is done.
When To Kill Keywords?
- When analyzing keywords the main metric is the CTR – (click-through rate)
- Kill any keywords with a click-through rate lower than 4%
- It’s a profitable campaign
- Keywords with less than 300 impressions, because you’ve not given them enough time to get enough data so you can’t really judge them if they haven’t got 300 impressions.
- Keywords where the bid wasn’t high enough to rank on the top of the page. If you’re giving your keyword not enough money to bid to go into the top, then you’re not given a fair chance to see if it’s going to be successful or not.
- You don’t want to actually kill keywords if the bond hasn’t been done correctly. You just want to kill it if the bond has been done and then it has got lower than a 3/4 percent conversion rate so that’s when to kill them.
When To Scale Your Ad?
- The only thing you need to scale is a break-even point or being profitable.
- If you are making a profit or breaking even then increase the budget by 10-20%.
To scale a campaign, further create a new ad group inside the campaign and test more keywords and locations so you can find the killer locations and keywords that bring the most traffic and sales
You just want to create more campaigns and more keywords more locations narrow down which ones are going to be the best for your product and then obviously scale it by increasing it by 10 to 20 percent in budget.