Andy's AdWords Course - Get found by the people already looking for you

[AubreyJ]

Just sent you a PM about the code

 

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[Andy Black]

Hey Andy, great post. What do you think about the old ads format and new expanded text ads format? A bit vague question, but do you think now the newer expandable text ads might perform a little better, or worse?

I love the new expanded ads format.

I used to use a workaround of putting a full-stop (period) at the end of description line 1 to get Google to append it to the end of the headline.
As per this post:

• AdWords Sneaky Extended Headlines

Now I don't need to.

Initially I was annoyed that one of my advantages was taken away, but then I saw so many people weren't exploiting the full headline properly and it just gave me a better opportunity to create a more relevant ad (i.e. I stopped worrying about other people catching up and looked ahead again).

 

[Margarito]

Thank you for opening this up. I'm really interested in the program. Do I need a website?

 

[Andy Black]

Thank you for opening this up. I'm really interested in the program. Do I need a website?

No, you can use other people's websites if you want.


In the Speedway subforum I have a thread called The AdWords Jumpstart where I build a campaign for a B&B in The Champagne Region in France. The B&B owner doesn't know I did it.

• The AdWords Jumpstart PDF

In that subforum I also build a campaign to try and get more viewings of a house for sale - by directing visitors to rightmove.co.uk, which is not my website.

• [Progress] Using AdWords to sell my house

A student of the course directed visitors to a prospect's site with the goal of driving enquiries and sales and converting the prospect into a client of their AdWords services.

 

[Nicoknowsbest]

The First Time
(Original post here)





I was a BETA tester and watched @Andy Black build the course earlier this year. I was so swamped with work over the last months, I could hardly handle it. Inbound leads were coming through because of my "Spend your money on diesel and coffee" efforts. I barely had time to read emails, let alone follow any outbound lead generation strategies. I focused on my existing clients and made sure they left me smiling.

Fast forward to the end of July, I finished up some big projects and suddenly the stream of inbound work receded. I kept my emails asking for testimonials, referrals and repeat work for later that year, when everybody is back in the office and serious about business after the summer.

So I figured it was the right time to put my freshly gained knowledge to work.

I went step by step through Andy's course again, while setting everything up at the same time. I created an Excel file and combined my services with locations and arrived at 144 different keywords I wanted to bid on initially. I didn't get precious about writing the perfect ad copy. I just wanted to get online as fast as possible. It took me around 1,5 days to generate ads for my roughly 150 keywords. It was repetitive work that was very needed, because I now feel comfortable with the AdWords dashboard.

I finally started my campaigns Tuesday afternoon.

I kept refreshing the page every 10 minutes, getting crazy about the stats. Man, I love data I figured. While I watched the data come in on my second monitor while working away on remaining client work, I felt nervous. I felt excited. I was scared. Scared that nobody would call.

I didn't really know what to expect, so when my phone cut through the silence of my office this afternoon, I jumped from my chair and searched for my phone under a pile of paper. Actually expecting a call from family, I barely glanced at the display but realized that it had a different color. I am using a phone with two SIM cards and a number solely dedicated to AdWords. It was the color I have never seen before on my display. The one of the "other" SIM card.

Suddenly nervous, I stood up to raise my energy levels, did some air squats, took a deep breath and...

...picked up.

"Hey, I saw your ad on Google, checked out your website and was wondering if you could help me..."

Wow...

I could hardly focus on what he was saying, because all I was thinking was: "This stuff works. It WORKED!!! Can you believe it??"

It was a personal trainer who quickly explained what he needed and how I could help him. We agreed on me sending him a proposal by beginning next week.

After the call, I sat down grinning like hardly ever before.

An actual human looking for help with what I offer called me.

Out of the "blue".

A human being looking for value.

A human being looking for a great service.

A human being looking to be a raving fan one day?

Well, I'll do everything I can to make him one.

It took 2 days, 114 impressions and 8 clicks for my phone to ring.

It left me with an incredible feeling and with thirst for more. Much more.

Many thanks to you, @Andy Black.

Many thanks for making all your knowledge available and accessible for us.

THANK YOU!

 

[Scuur]

Hey, @Andy Black Wondering if you're still offering some the package deals such as $100 off for Fastlane INSIDERS. As well as audits and phone calls for $99 dollars. I just found this MP thread. I'd love to buy this program and learn from you. Also, I will post results and reviews. Also been waiting for a good reason to buy INSIDERS deals this seems like the perfect time.

 

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[Andy Black]

Hey, @Andy Black Wondering if you're still offering some the package deals such as $100 off for Fastlane INSIDERS. As well as audits and phone calls for $99 dollars. I just found this MP thread. I'd love to buy this program and learn from you. Also, I will post results and reviews. Also been waiting for a good reason to buy INSIDERS deals this seems like the perfect time.

Yep... INSIDERS get a $100 discount code, and I'll do the audit and phone call for $99 (or free if I can share the recording).

The wee private Facebook group is still running too.


As I mention in the third post in the thread:

1) INSIDERS Coupon Code

TLFL INSIDERS, you can get the $100 coupon code for the course HERE.

For forum members who aren't INSIDERS, consider that signing up for 3 months will allow you to get the coupon code. You'll be an INSIDERS and still save $40 on the course.

INSIDERS fees FYI:

• 3 months $59.97
• 6 months $89.94
• 12 months $119.88

Just to be clear... like all other marketplace offers, this one is in no way endorsed by MJ or Viperion Corporation.

 

[MarcUK]

I've just finished the course - really enjoyed it, and have been watching the videos again on one screen, as I set up campaigns with another. Ultimately I am always happy to pay someone more knowledgeable than me if I want to get good at something, and the cost of course will un-doubtedly pay back multiple times over.

I've been doing SEO for the last couple of years and want to get into AdWords properly. Earlier in this thread Andy stated:

Why am I managing campaigns for clients and not just running them for myself in the first place?

I get paid, to learn a business vertical, from a business person in that vertical, with their ad spend.

One day (and it's getting nearer), I'll run campaigns to my own products, and ease out of providing a service.

This is me. As with many things I read in the forum, Andy seems to articulate my thoughts far better than I could.

 

[AubreyJ]

I bought this course a few weeks ago. I got the course, but wanted to finish my online product before really diving into the course, so at first I just skimmed it but didn't really dig in until 3 days ago.

though I can't really give feedback on the results of my ads after the course, as I just got my first ads live last night- I can for sure say that I feel MUCH more educated and prepared. Before it was like throwing a bunch of ideas/keywords out there and hoping they worked, where as now I feel much more confident. My ads are running, and they look better than the competitors on the same page.

For those of you who are skeptical on the length- like @Andy Black stated, he went with a No Fluff approach and it was perfect for this course. I was able to finish it in a few hours, I plan on going through it multiple times to pick up things I may have missed. It wasn't too long to where I got bored, it was the perfect length.

I'll follow up once I have real data to provide as far as results go, but so far I am really happy with the value Andy Black provided with this course!

 

[MarcUK]

Had a phone consultation with Andy last night. He dropped a load more AdWords bombs - worth the money again thanks mate

 

[Kelsey123]

I'm late as hell with this review...but since I've been getting my skin in the game with Adwords, it would only be right for me to say some cool things about this guy Andy Black. I greatly appreciate him and the info on this forum and in his course times a million.

The course, of course has been the missing piece to the puzzle (outside of the forum info) which I was blessed to have gotten my hands on.

If you have a local biz or looking to do some agency stuff..I highly suggest you get his course.

Save yourself the trouble.

Thanks Andy you are a true hero when it comes to this industry!!

 

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[Andy Black]

I'm late as hell with this review...but since I've been getting my skin in the game with Adwords, it would only be right for me to say some cool things about this guy Andy Black. I greatly appreciate him and the info on this forum and in his course times a million.

The course, of course has been the missing piece to the puzzle (outside of the forum info) which I was blessed to have gotten my hands on.

If you have a local biz or looking to do some agency stuff..I highly suggest you get his course.

Save yourself the trouble.

Thanks Andy you are a true hero when it comes to this industry!!

Thanks for leaving some feedback @Kelsey123. Rep+

I'm curious... now that you've been through the course and have some campaigns running, how have all the posts I've dropped in here differed from the first time you read them?

What's your current biggest takeaway from what you've done and learned to date?

 

[Kelsey123]

Thanks for leaving some feedback @Kelsey123. Rep+

I'm curious... now that you've been through the course and have some campaigns running, how have all the posts I've dropped in here differed from the first time you read them?

What's your current biggest takeaway from what you've done and learned to date?

The info here in the forum on Adwords gives you a grasp on things but the course showed me how to apply the knowledge and I got to see how you bring it all together. By applying both. I was able to ...

1- Get a campaign up (the right way)
2- Make the adjustments using the knowledge from the forum
3- Use the audits you show in course to further all the above.

The biggest takeaway so far has been that actually taking the jump and just get things going is the only way one can really see what you are teaching. Everything surfaces and it's like (oh that's what he means by xyz).

Another takeaway I got is that it's far more important to optimize the campaign in order to gain market knowledge upfront than just trying to make a sale or convert traffic into a call or lead.

Thanks again Andy...can't say that enough!!

 

[Andy Black]

Some questions from someone who bought the course:

1. I noticed that you mentioned that you only create one keyword per adgroup. Is this a rule that you always follow?

For example, when I first inherited the PPC account at my company I noticed that the account manager was in the habit of adding 3-10 keywords per adgroup, consisting of similar keywords. I wasn't sure if this was just out of laziness or if he had a reason for it.


2. While watching you create keywords I noticed that you were only using modified broad. Do you only use modified broad?

In my current account, I have seen instances where the account manager used all three match types in the same adgroup. I have never understood the benefit of doing this.

For example, if the keyword is red socks then it will use:

[red socks]
"red socks"
+red +socks

So even if you did want to bid on all three match types of some reason, then would you create 3 adgroups with each match type. Or just put all three match types in the same adgroup? And would you even use all 3 match types?

Google (used to?) recommend 10-20 related keywords per ad group. Many people follow that advice.

The account you've inherited is using one keyword with 3 different match types per ad group. People call that a Single Keyword Ad Group (SKAG) - which I think is a dumb name since there's THREE keywords in each ad group.

Both Google's advice and the SKAG strategy misunderstand what a keyword actually is - a keyword is just a tool that we use to match a *set* of search terms (search terms being what people type into Google).


Most people add 10-20 not very related keywords into an ad group... which then matches a wide set of search terms.

If they'd used one good modified broad match keyword then it would have probably matched a narrower set of search terms (which you'd hope are more relevant to the ad).


The set of search terms matched by keyword +red +socks

... includes the set of search terms matched by keyword "red socks"

... which in turn includes the set of search terms matched by keyword [red socks].


So bidding in modified broad should cover all the permutations the 3 match types would cover.


I stick to a rigid one-actual-keyword-per-adgroup structure.

Which also means I can name the ad group after the keyword, which is nice and simple, and handy when looking at the ads since we can see from the ad group name what keyword is related to each ad.


If you find a particular search term is worth optimising, then take that search term out and put it into it's own ad group (by bidding in exact match and adding an exact match negative to the original ad group).

I'll do this by having one campaign that is just for the modified broad keywords, and one campaign that is just for the exact match keywords.

The campaigns might be named:

IP=US {COLOUR Socks} (google; modbroad) /created=2017-08-28

... with ad groups named:

• red socks
• blue socks
• green socks
• etc

IP=US {COLOUR Socks} (google; exact) /created=2017-08-28

... with ad groups named:

• red socks
• blue socks
• green socks
• etc

An added benefit of having one actual keyword per ad group is that it forces you to write a good ad for each keyword (set of search terms).

I don't use phrase match anymore.

And I often end up finding negatives when using modified broad match (from looking at the search term report).

Note that Exact Match no longer matches just one search term, but now matches sets of close variants.

 

[MarcUK]

I've been setting up Ad Campaigns left right and centre pretty constantly over the last month, and still use this campaign set-up module as my guide - by next week or so I shouldn't have to use it anymore as things will become second nature, but it's a great follow-along to set things up with, due to the conciseness - 100% recommend if you are still on the fence.

 

[johnp]

Some questions from someone who bought the course:

Thanks for answering my question about this. I really appreciate it. This has been something that has confused me for awhile now, and I'm happy to finally get to the bottom of it.

Everything that you said makes complete sense. That's kind of the way that I started approaching Adwords myself, before taking any courses.

I have always viewed modified broad as a way to buy data, but also cover most variations of the keywords. I never saw the point in adding all 3 keywords to the same adgroup when modified broach will catch the variations. I have also come across some PPC managers who told me that they only use MB.

If you find a particular search term is worth optimising, then take that search term out and put it into it's own ad group (by bidding in exact match and adding an exact match negative to the original ad group).

This is something else that has always confused me. So is exact match used more for when you're ready to optimize and hone in on a particular search term? For example:

Let's say that I'm bidding on

+yellow +striped +socks

And in my search term report I noticed that the term striped yellow socks is leading to a lot of conversions, clicks, good ctr - etc...

Is that when it makes sense to break out that keyword into an exact match like [striped yellow socks]?

Three more questions

1. I have been curious about this for awhile. Let's say that for some reason I have SKAG setup like this:

+yellow +socks --- bid $1.09
[yellow socks] ---- bid $2.01
"yellow socks" ---- bid $1.50

If someone searches for yellow socks, then technically all three match types cover that search term.

So how does Google know which match type to go with? Does Google just go with the exact match? Or, will it make a decision based on the bid amount at the keyword level?

2. (Kind of related to the above)

You said:

If you find a particular search term is worth optimising, then take that search term out and put it into it's own ad group (by bidding in exact match and adding an exact match negative to the original ad group).

I kind of understand why you would add the exact match as a negative to the original ad group. But, what would happen if you don't do this? Would this confuse Adwords or something?

3. Dynamic Keyword Insertion into the ad

Personally, I hate DKI. It confuses me when trying to read my own ads that I'm managing and it almost seems pointless to use if the account is setup the way that you teach.

What are your thoughts on DKI? The account manager who I worked with before loved DKI. Most of my non DKI ads beat out his DKI controls. But, there are some instances where I have yet to beat a DKI ad. I've noticed that this typically happens with a SKAG adgroup or an adgroup with 10+ keywords.

Do you use DKI at all?

Thanks again for taking the time to answer these questions. I know that they might be a little outside of the realm of the course, but I feel like as people get more advanced with PPC these type of questions will start to popup more and more.

As far as the course goes, I'd highly recommend it to anyone. I didn't exactly need a jump start since I do have experience with paid traffic, but it has provided me with a better foundation to build my Adwords skill set upon. I'll leave a better review after I finish it up and free up some time.

Thanks

 

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[Andy Black]

So is exact match used more for when you're ready to optimize and hone in on a particular search term? For example:

Let's say that I'm bidding on

+yellow +striped +socks

And in my search term report I noticed that the term striped yellow socks is leading to a lot of conversions, clicks, good ctr - etc...

Is that when it makes sense to break out that keyword into an exact match like [striped yellow socks]?

Yes, that's what I do.

I don't start by creating all the different permutations someone might search for striped yellow socks.

I start by bidding in modified broad, and adding (campaign) negatives such as:

• amazon, ebay
• competitor brand names
• cheap (maybe)
• etc.

I'll check the search term report regularly, and if I see that there's enough volume for search term striped yellow socks then I'll put it into it's own ad group (typically into an "exact match campaign" where all the keywords are in exact match). Then I'll add the negative exact match into the campaign where the original ad group was.

Why separate out this search term from the set of search terms matched by +striped +yellow +socks?

Each of the search terms the modified broad keyword can match can each indicate the person doing the search is after a different product, or is at a different stage in the buying cycle.

Visitors using search term striped yellow socks might convert better or worse into customers than visitors using search terms black and yellow striped socks, yellow striped socks for women, vertical yellow striped socks, yellow striped sock reviews (lol).

(Notice how I say the visitor converts into a customer, rather than saying the search term converts into a sale, or the click converts into a sale - this is important.)

1. I have been curious about this for awhile. Let's say that for some reason I have SKAG setup like this:

+yellow +socks --- bid $1.09
[yellow socks] ---- bid $2.01
"yellow socks" ---- bid $1.50

If someone searches for yellow socks, then technically all three match types cover that search term.

So how does Google know which match type to go with? Does Google just go with the exact match? Or, will it make a decision based on the bid amount at the keyword level?

I don't know how Google matches it, but I do know the traffic can move around between all three keywords. Likely they match it based on which one they think can make the most money for them, so it'll be related to CTR and CPC, and how much they can make from other advertisers.

This is another reason I don't overcomplicate accounts with lots of different match types. I ideally want my traffic to only have one option of keyword to go to. I don't like it when keywords can canabalise each other.

Check out this post:
Don’t Let Google Control Where Your Traffic Goes

2. (Kind of related to the above)

You said:

"If you find a particular search term is worth optimising, then take that search term out and put it into it's own ad group (by bidding in exact match and adding an exact match negative to the original ad group)."

I kind of understand why you would add the exact match as a negative to the original ad group. But, what would happen if you don't do this? Would this confuse Adwords or something?

We don't confuse AdWords, we confuse ourselves!

And we give Google the option to send our traffic to more than one keyword in our account, which I don't like.

TL;DR of that article I linked to is:
If Google has two keyword options to send the traffic to then you might optimise the ad where all the traffic is currently going, and then Google might change something and show visitors the other ad. And/or you might decide the keyword isn't running profitably and drop bids, to have the traffic squirt over to the other keyword running at a higher bid. So now you're wondering why all the traffic disappeared for that keyword when you only dropped the bid a little bit, when in fact you're still getting it only somewhere else in your account.

3. Dynamic Keyword Insertion into the ad

Personally, I hate DKI. It confuses me when trying to read my own ads that I'm managing and it almost seems pointless to use if the account is setup the way that you teach.

What are your thoughts on DKI? The account manager who I worked with before loved DKI. Most of my non DKI ads beat out his DKI controls. But, there are some instances where I have yet to beat a DKI ad. I've noticed that this typically happens with a SKAG adgroup or an adgroup with 10+ keywords.

Do you use DKI at all?

I don't use DKI at all. I see it as a sign of someone who doesn't know how to create ads that are relevant. It indicates to me that they're just above newbie level and an engineer instead of a marketer. If they're an engineer type then use that engineering skill to create better ads.

And yes, it makes the ads impossible to read, gives control to Google (since they don't *have* to use the keyword in the ad if they don't want), and is pointless when you structure the account the way I do (one actual keyword per ad group and one highly relevant ad per ad group - unless split-testing).

 

[johnp]

Thanks for the response.

Everything that you said makes complete sense. I don't really have any follow-up questions to that.

I don't use DKI at all. I see it as a sign of someone who doesn't know how to create ads that are relevant. It indicates to me that they're just above newbie level and an engineer instead of a marketer. If they're an engineer type then use that engineering skill to create better ads.

Funny that you mentioned that using DKI is a sign of someone who doesn't know how to create ads that are relevant. That's the exact problem that I had my account manager before we fired the company. He was pretty good with everything, but when it came down to writing good ads and general marketing skills -- not so good.

 

[Andy Black]

Funny that you mentioned that using DKI is a sign of someone who doesn't know how to create ads that are relevant. That's the exact problem that I had my account manager before we fired the company. He was pretty good with everything, but when it came down to writing good ads and general marketing skills -- not so good.

There's a lot of technical people doing AdWords - it's quite a technical platform, and built by an engineering company too.


Techies who don't know marketing are quite lost with AdWords. They think in terms of clicks and landing page conversion rates.

I worked in a company that had 12 engineers and data scientists in the US building AdWords engines and dashboards. They've read the manuals and have DKI for everything, but the worst ads ever. Seriously... why are you displaying the prices to one decimal place??? Totally clueless about marketing and basic business sense.


Marketers without a technical background are totally lost in AdWords. Many of the agencies that white-label me do everything from branding, web design, to social media ... except AdWords. It scares them for some reason.


The perfect match for AdWords are techies with an entrepreneurial brain... and they're rare as rocking horse shit and unlikely to be working as an employee in someone else's company.

When I hired people into teams I managed I learned that the best were the ones with an IT background who were entrepreneurial. Most are freelancing now or building businesses around their AdWords skillset.

 

[Andy Black]

Some advice I just gave someone:

Go more granular than everyone else. Dig under them.

Do what they don't think to do, don't know how to do, or don't want to do.

 

[letter9]

Some advice I just gave someone:

Go more granular than everyone else. Dig under them.

Do what they don't think to do, don't know how to do, or don't want to do.

Great advice!

 

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[Paul Thomas]

Hey there - is this knowledge transferrable to Bing as well?

 

[Andy Black]

Hey there - is this knowledge transferrable to Bing as well?

Yes.

Firstly you can export AdWords campaigns and import into Bing.

More importantly, the course explains the WHAT and the WHY as well as whizzing through the HOW. Once you know what you're trying to do, and why, then you can always work out how to do something.

@johnp ? I believe you're running Bing ads as well as AdWords ads. Has the course helped with both?

 

[johnp]

@johnp ? I believe you're running Bing ads as well as AdWords ads. Has the course helped with both?

Yep, I run a couple thousand dollars per month through Bing and everything in the course pretty much applies.

Obviously the UI is a little different and there are some differences with the platform, but I'd say that Bing is almost an exact clone of Adwords. Bing even has an import feature that will automatically import campaigns directly from Adwords into Bing, that's how closely related the two platforms are.

A couple of notes:

- Bing still has right side ads.

- I find Bing traffic to be cheaper, but LOWER quality.

- I'd always recommend starting with Adwords since that's where the volume tends to be, then only moving to Bing when you need more traffic and or have a decently optimized Adwords account setup. That day may never come for many people.

- Personally, I don't like Bing that much, it's a little buggy and feels like a cheap version of Adwords. But I love Adwords.

-----

So yea, the course still works for Bing. It also provides you with a good foundation for any sort of PPC platform outside of Adwords. I'd highly recommend it for anybody just starting out, or who wants to get a more solid foundation.

 

[MarcUK]

Thought I would share this. I have a client who runs Adwords seasonally. They asked me to take over their account.

Below is a screenshot of his own paused campaign from last year that they set up themselves, and the live one which I have been running below that - I set up a new campaign for the client after I had taken Andy's course.

Almost halved the spend, better CTR, Lower click costs. Client is happy as you can imagine.

 

[Azure]

No better reviews can be had for a course than seeing the students putting results in action.

 

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[Tina70k]

@Andy Black I've read through most of your adwords posts and also been listening into the audios you've uploaded. Really excellent content so thank you for sharing your knowledge with us! I've started my own adwords campaign, have a few landing pages running (each localised) and getting some click-throughs. I was a bit hesitant to get the course as I wanted to try to get more traction first, but the glowing reviews it's received have convinced me to just bite the bullet now. I can't wait to get stuck in and take things to the next level!

 

[Andy Black]

@Andy Black I've read through most of your adwords posts and also been listening into the audios you've uploaded. Really excellent content so thank you for sharing your knowledge with us! I've started my own adwords campaign, have a few landing pages running (each localised) and getting some click-throughs. I was a bit hesitant to get the course as I wanted to try to get more traction first, but the glowing reviews it's received have convinced me to just bite the bullet now. I can't wait to get stuck in and take things to the next level!

Thanks Tina (and everyone for their glowing reviews).

I saw your signup and payment come through this evening. I sent you an email with a link to the private Facebook group too.

Welcome aboard!

 

[Andy Black]

Thought I would share this. I have a client who runs Adwords seasonally. They asked me to take over their account.

Below is a screenshot of his own paused campaign from last year that they set up themselves, and the live one which I have been running below that - I set up a new campaign for the client after I had taken Andy's course.

Almost halved the spend, better CTR, Lower click costs. Client is happy as you can imagine.

Good work Marc, and thanks for the writeup. Rep+

How many days/weeks did each campaign run for? Is it comparable?

What about enquiries, signups, or sales? Has the conversion rate and conversion value stayed the same or changed?

 

[MarcUK]

Good work Marc, and thanks for the writeup. Rep+

How many days/weeks did each campaign run for? Is it comparable?

What about enquiries, signups, or sales? Has the conversion rate and conversion value stayed the same or changed?

Roughly the same period so reasonably comparable.

In terms of sales, he's saying good, but not shared any data with me yet - I actually developed a new lander for them too. My instinct says it's been a good exercise for him - he's continued to pay £250 a day on Adwords... so...