[Formation Google Ads – Épisode 1] Account creation + Keyword search (NEW INTERFACE)

by | Jan 16, 2019 | Adwords


“This is an AUTOMATED transcription of the video. Please disregard any grammatical errors.”

Create a Google ads account

Hello everyone, welcome to this part of the first video, ready to go and talk about how to create an account. So we’ll just go to Google and type in “google ads” and then we’ll scroll down and take the first one that isn’t sponsored, you can see it says “ad” here, we don’t want that. We really want to go to the regular Google ads home page, so we click on it. If you already have a Google ads account for whatever reason, you can log in here. If not, we’ll click on “START NOW” and then create a new account. So simply go to “create an account” and enter your name (first name), we’ll write “test” and then if you have “Hotmail” or a commercial in your domain name, you can enter it here. On the other hand, I’d advise you to create a “gmail” because you’ll need it for google type manager etc. You simply click on gmail and then try with “webtoniccouriel” for example and enter a password of more than 8 characters and then click on enter. They may ask for your phone number just to confirm your identity. We’ll enter a number like “house” and receive an SMS. “Recovery email” I suggest you put your main email address, you put your date of birth, skiper that, we don’t need it, scroll down, “i agree”, let you load… and voilà. You’re now in your google ad words dashboard. You see you don’t have many options, here you have 3 and then you have this tiny one that asks if you have experience with google ad. In fact, we’ll click on this link here, and it’ll load… excellent. You can choose here, this is the “onboarding” of “google ad words” which means that you can start a campaign right away either in “search”, “display” or “universal app” quickly.

  • Search: when you’re looking for a plumber in Montreal, for example, in Google you’ll see the sponsored ads where it says annonce in French or ads in English.
  • The display: it can be any site, your favorite forum, your favorite blog and then you have images of shoes for example because you went to do on shoes because you want to buy a new shoe.
  • Universal ad: here, for example, you have an app, for example an i phone app like the “angry bird” game, you can promote it and then have one click install.

We don’t want that. All we want to do is create the basic account, so we’ll go to “create an account without a campaign”, which will normally take us to this page. “Billing country” is where you enter your payment details, your Visa or Master Card. So you’re going to choose your country, your time zone, your time zone is very important because it’s going to affect the schedule of your ads. So I’m in Montreal, I choose Montreal and then your currency, my credit card is in Canadian dollars so I’ll put in Canadian dollars and click on “submit”. “Congratulations, the account has been created. There’s a resource here. Download the application whether you have an Apple or Android phone, it can quickly change your daily budget and quickly go and watch your conversions etc. so you go and download it on your cell phone. For now, we’ll go straight to “exploring account”.

So that was the first part, very simple, create a Google ad words account. Right now, my interface or browser is in English, so we want to go to the top right-hand corner to put it in French, because the tutorial I’m going to give you is in French. So we’ll click on “tool” and then choose a preference. Here you see “display language” and go to “French”, number format we’ll mark canada because I’m in canada and we’ll save.

The little arrow at the top takes you back to the small interface at the beginning, so you now see “all campaigns, access, reports, tools”, all in French.

Add a user

Now we’re going to see how to add a user, whether it’s an employee, a friend, a marketing agency that handles your account or whatever, we’re going to go to “tools” in the top right-hand corner and then choose account access. You see this is the “Test” we’ve created and we’ll just click on the little “plus” in blue and then you’ll decide on the access level of your new user. It can be people who receive e-mail, for example your accountant etc., it can be read-only, people to whom you want to give access, who only look at your statistics to have standard access who can set the majority of the decor, he can create card binds, he can create ad groups, he can create ads etc. and of course you have the “admin” level which allows you to do everything in fact who has the same access as you. Be careful if you give administrator access to someone they may also delete you from your Google ad words account and then it can be a little tricky to track them down. Please note that if you want someone else to add a credit card to your account, you’ll need to give them administrator access. You can always change the access if you want someone else to put a credit card in your place you give them administrator access, they put the credit card in for example your employee and then later you want them to have less control you simply lower it to standard, you can always give them administrative access back if you want. So all you have to do is, for example, invite me, “cedric@ webtonic.io”, send you the invitation and then here (status) it’ll be waiting for a reply. Once I’ve accepted your invitation, because I receive an e-mail within 5 minutes, you’ll see if I’ve accepted your invitation. If I have accepted your request you can always revoke your request by deleting my access.

Add a credit card

In the second part of this video, we want to add a credit card and a user. For example, if you want to add a user who would be your employee or a marketing agency handling your Google ad Word campaign, you simply go to the top right-hand corner of the tool and then start with “billing and payment”. It’s very simple, you just let it load and then the billing country will be your country, i.e. the country where the credit card was registered, you choose your account type, you add the company name, your address, your city, your province… then you go down and give information on your payment method, you put your card number, you accept the conditions and you click on “send” so once the card number is in the account, you’ll have access. Now I’m going to magically jump from this “test” account to a link account where I already have a credit card set up to show you the interface you’ll be able to access. Well, I magically appeared in an account that had a credit card in it. I’ll quickly show you the interface. This is in English, but it’s the same in French. “summary”, which shows you your payments, your card etc. your balance, currently the balance is at zero. Very important if we look here “payment threshold” is at $750, it may be that you start at $250 or at $500 what it says there is that every 30 days your account is debited, if it has already reached the threhold of 750 or not so for example if after 14 days you have $400 there is nothing that will be debited there. It’s not every click that gets your card charged, it’s really either every 30 days or your threshold in some cases is $750 whichever comes first. Natural referencing.

“How you pay”, you’ll get your credit here normally you put one in but you can put in backups just in case so your campaign doesn’t stop. And then you go to “settings” and sometimes there are promotional codes. You may have received information by e-mail to add it. Once your account is created you go to settings, scroll down and then go to “manage promotional code” and then simply add your promotional code.

Your keyword search

Welcome to the last part of the video, a very important part in which I teach you how to fill up on key words. Let’s start with the basics. A keyword is a very simple search term, such as “window cleaning”. Plombier is one keyword, and plombier Montréal is a different keyword. What we’re going to do together is take either a piece of paper or a pad note and you’re going to list all the services you offer, the services you offer in general. Let me explain. You’re a window washer, what kind of service do you offer? I imagine you’re offering gutter cleaning and maybe even pressure washing, and that’s exactly what we’re going to score. We’re not going to mark window washer, or hot water pressure washer, we’re not going to put any details, we’re going to go in general. So, for example, I’m a window washer, so we’ll call it window washing, so I’ll be doing gutter cleaning, so I’ll be doing gutter cleaning, and then I’ll be doing compression, so pressure washing, for example. You may only have one department, you may have 12 or 15, but try to keep it really general. You’re a plumber, your service might be toilet replacement, clogged pipes, plumber emergency. In short, you offer a wide range of services. Now we’ll just delete what I’ve just done and then take the first search terms. Perhaps in Google there is absolutely no one who searches for window cleaning, gutter cleaning or pressure washing. Maybe for you to do this Google ads words is not worth it, we’ll want to go confirm it. So you’re just going to go to your Google ads screen, remember this is the dashboards, this is really ground zero and then all you’re going to do is go to the right, you click on tools then keyword planning tools. After loading, you have two options, and what we want to do is search for new keywords, because we want to know whether our 3 keywords are worth doing a Google ad for, and then what people are looking for, because I may very well think that “window cleaning” is what people are looking for, but maybe people are looking for window cleaning, price, Montreal with (15:14) they can really search for anything, sometimes that can surprise you. So, what are we looking for? We’ll go to keyword search and then simply type in “window cleaning” and click on “enter”, creating a little bubble. Gutter cleaning, then pressure washing, then we’ll get the ball rolling. So here you have the 3 search terms, the 3 keywords we targeted at the beginning, which are your services.

Second column: average number of searches per month. You’ll need to take a closer look, and change the parameters at the top of this page. Since these are French terms, we’ll mark them French and then I’m a window washer who travels all over Canada. I travel to Quebec, for example, and we go and have a look in Quebec. once all these parameters are set, you can really look at the monthly number. This is the average number of searches per month, so it’s how many people in the province of Quebec, in French, who are looking for window cleaning. When you analyze it from 1,000 to 10,000, that’s far too broad, it’s true. What a word that Google has changed their tools and now to get accurate figures is still possible. So, for example, from experience I have many customers in this outdoor washing category, and I know that window washing, for example, is about 2,000 searches a month. When you start paying you’re going to put your credit card in, this “keyword planning” tool is going to become precise so there’s going to be precise numbers. It’s no longer going to use 100 to 10,000, but an exact figure, for example 1,800 per month. For the moment I don’t have a choice, we don’t have a credit card inside this account, but that’s okay because it gives you an idea of search terms. So window washing, 1000 to 10,000 is worth spending time creating a Google ad words campaign for that keyword there pressure washing is the same from 100 to 1000. Don’t look at the second one, which talks about high competition, because not only is it not that important, it’s also confusing, because what we really want to look at are the figures.

Top bid (low range, high range), this means that for the keyword “window cleaning” you’ll pay between 1.42 and 5.10 per click. Again, you don’t have the exact figures because you didn’t put in your credit card, you don’t have a running campaign, you didn’t spend any money. In my experience, this is much closer to the low range than the high range, but Google works with keywords and it’s per click, so every time someone clicks on your window cleaning ad, it will cost you between 1.42 and 5.10. which is very reasonable, pressure washing is a little more expensive.

So now you’ve confirmed your 3 keywords, you leave them there and then you have the idea section. The idea section which from experience with Google and all its millions of searches says ok, your keywords you typed a bit above i.e. “window cleaning, pressure washing, gutter cleaning it looks like what people are typing, it may be completely off. Often you’ll see that it makes no sense at all, but you keep the ones that make sense to you. For example, window cleaning makes sense for me, from 100 to 1000 monthly searches, 1.17 to 3.50 I find even cheaper than window washing. It makes sense to me so I’ll copy it and add it to my plan. I keep going down, pressure washing from 10 to 100, it doesn’t even have a medium stroke, it doesn’t look like something that’s good to look for. Here’s a quick tip: go to average number of monthly searches and filter from most searched to least searched. You take what’s relevant to you and then you have a good idea of what people are looking for when they’re looking for window cleaning, gutter cleaning or pressure washing, for example.

So excellent I’ve finished my keyword keyword plan for my campaign, search google ads. You see for the example I only have 4, normally you should have a little more between 5 and 25 if you really have a lot of generous services that you offer. Two small steps are missing. The first step is that if you know your competitors, you’ll add them to your keyword list. Laveur inc. Is my competitor No. 1, washer limited is my competitor No. 2 and then mr. Gouttière inc. Is my No. 3 competitor. So you’re going to put your 3 main competitors who have a strong presence on the web. I’ll explain this in another video, but it’s going to be because we’re going to make your website appear when people search for your competitor, so that’s going to be in a future video. And then the last thing you have to do is remove all pronoun determiners, grave, circumflex, acute and plural accents from your keywords. So window washing will become ‘window washing’, pressure washing will become ‘pressure washing’ gutter cleaning will become ‘gutter cleaning’ and then window washing will become ‘window washing’. Again, do it and then I’ll explain in the next video, when you really want to go and create your campaign why I did that, it has to do with the types of keywords so ‘broad, broad modifies, phrase etc’ so do it for now and we’ll see you in the next video. Save this file in your office and then give you a no, you keep it because we’re going to need it soon.

About the author

Cédric Pharand – Co-founder of Web Tonic and travel enthusiast

A seasoned traveler with over 120 flights to his credit, Cédric created his first incorporated company at the age of 19, which he sold a few years later in a bid to work around the world (laptop lifestyle 😉 ). When he’s not talking about himself in the third person, you’ll find Cedric in a café a little too hipster, refreshing his Google Ads dashboard far too often.

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