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As I have reiterated and demonstrated several times within this blog, paid marketing on Google and Facebook is not the best solution for starting a business.


If your business is not functioning organically, meaning if no potential customers are expressing interest in your product or service through all the inbound marketing efforts I have explained in previous blog posts, Facebook Ads or Google Ads are not the solution.

In fact, they will worsen the problem because you will be spending money (a lot of money) without these two platforms delivering results.

If your business is unattractive, spending money won’t solve the problem.

I will be explaining this blog post with the assumption that you already possess a solid base of leads (around 10/20 leads in your mailing list) and that you have already published at least fifty blog posts along with their respective videos.

Without these prerequisites, the information I’m about to provide will not be effective for you.

With that said (and it’s an important point, so don’t underestimate it), we can begin talking about Google Ads.

Google Ads is the first paid platform you should consider adding to your toolkit once your inbound marketing strategies start yielding results.

On Google, people actively search for answers to their problems and are, therefore, very inclined to click on an ad that they believe provides a better solution than others.

We’ll go through the technique for creating Google Ads step by step, but first, I want to explain the concept behind this platform and why most techniques from self-proclaimed gurus’ paid courses don’t work.


The concept is very simple: when you search on Google, what do you expect to find?

You expect to find a site, video, or blog post related to your search that gives you an immediate answer, whatever the content of your search.

That’s it: this “immediate answer” is what sets Google apart from Facebook.

For example, if you search for the phrase “how to generate leads,” you expect to find a video or blog post that explains the best lead generation strategy.

You don’t want to leave your email to download the three videos that explain the tricks and strategies for effective lead generation.

Do you understand?

People think differently on Google compared to Facebook.

On Google, people want immediate and complete answers to their search queries.

You can’t immediately promote your Landing Page because people don’t have time to leave their emails to see your lead magnet.

Instead, you have to promote a different type of content.

Follow me in the next few lines, and I will show you everything.


Google Ads Strategy


We said there is no point in promoting the Landing Page on Google, so what should we do?

We need to start our campaign by creating an audience of people who engage with our content, and then offer them the opportunity to subscribe to our newsletter in other campaigns.

Here is the world’s number-one strategy for Google Ads:

  • 1. In the first campaign, you will promote your blog posts, providing an immediate solution to those searching for a particular keyword.
  • 2. In the second campaign, you will show people who have read your blog posts an ad promoting your free material, which will be created on the Display Network. By showing your ad only to people who have already interacted with your content, you’ll increase the chances that they will join your mailing list.
  • 3. The third campaign will be the same as the second, but it will be created on the YouTube Video Network.
  • 4. In the fourth campaign you will promote your primary offer to your leads (Purchase conversion) via the Display Network.
  • 5. The fifth campaign will be the same as the fourth, but it will be created on the YouTube Network.

Conversion Actions

This is the official Google Ads guide, which contains all the updated step-by-step tutorials you need to create campaigns, conversions, and all technical information.

The first action to take in Google Ads is to create the conversion actions.

You will need to create two types of conversions: “Lead” and “Buyers” and insert the code on the Thank You Page of the Newsletter and the Sales Page.

Here is the official Google Ads guide for creating conversions.

Then, use the WPCode plugin to install this code on your blog, and always follow ClickFunnels guide to install it on the ClickFunnels Thank You Page.

Here are some tips for creating your conversion actions.

LEADS

  • Value: No value (a lead registration does not generate revenue)
  • Count: Only one (a lead can only sign up once)
  • Click-through conversion window: 90 days
  • “Engaged” window: 30 days
  • View-through conversion window: 30 days
  • Attribution model: Data-driven

BUYERS

  • Value: Write the value, in dollars, of your product (every time this conversion is triggered, it means that you have sold a unit of your product, and Google adds this value to the total number of units sold)
  • Count: Every purchase (a person can buy multiple times)
  • Click-through conversion window: 90 days
  • “Engaged” window: 30 days
  • View-through conversion window: 30 days
  • Attribution model: Data-driven


Campaign #1: Lead Generation [SEARCH]

  • CAMPAIGN TYPE: Search
  • CAMPAIGN NAME: MAIN – Blog Post Readers – [SEARCH]
  • AD GROUP NAME: [KEYWORD NAME]
  • NETWORK: Deselect “Search Partners” and “Google Display Network” (most of their clicks are fake)
  • CAMPAIGN OBJECTIVE: Leads
  • DESTINATION LINK: Your blog posts (one ad for each blog post)
  • DAILY BUDGET: $70
  • BIDDING: Maximize Conversions

The first campaign is the classic Search Campaign (the only Search Campaign you’ll build), where your ad will be displayed when someone searches for one or more keywords.

Here you can find a step-by-step guide to creating a Search campaign.

Build an ad group for each keyword (and keyphrases) and blog post you want to promote.

Don’t mix ads and keywords, create an organized strategy: one ad group per keyword (and related keywords).

For example, if you want to promote your lead generation blog post, create an ad group where you sponsor the link to your blog post with keywords such as “what is lead generation” and “what is customer acquisition.”

Then, if you want to promote your blog post on email marketing, create another ad group where you sponsor the link to your email marketing blog post with keywords such as “what is email marketing,” “how to send an email,” and so on.

Campaign #2: Lead Generation [DISPLAY]

  • CAMPAIGN TYPE: Display
  • CAMPAIGN NAME: REMARKETING – Newsletter Subscription Offer – [DISPLAY]
  • AD GROUP NAME: Newsletter
  • CAMPAIGN OBJECTIVE: Leads
  • AUDIENCE SEGMENT: All Users (Google Ads) – This is an audience that Google automatically creates
  • DESTINATION LINK: Landing Page
  • DAILY BUDGET: $35
  • BIDDING: Maximize Conversions

Here you can find a step-by-step guide to creating a Display campaign.

This is the first remarketing campaign that you will set up on the Display Network.

The purpose is to offer your lead magnet to all the people who have read your blog posts.

Campaign #3: Remarketing Lead Generation [VIDEO]

  • CAMPAIGN TYPE: Video
  • CAMPAIGN NAME: REMARKETING – Newsletter Subscription Offer – [VIDEO]
  • AD GROUP NAME: Newsletter
  • CAMPAIGN OBJECTIVE: Leads
  • AUDIENCE SEGMENT: All Users (Google Ads)
  • DESTINATION LINK: Landing Page
  • DAILY BUDGET: $35

Here you can find a step-by-step guide to creating a video campaign.

This is the second remarketing campaign, and it will be on YouTube.

Many marketers suggest creating YouTube lead generation campaigns targeting a cold audience that has never seen you.

Well, these campaigns don’t work.

Your video will get 50,000-60,000 views but only one or, at most, two subscribers, costing $80-$100.

That’s a bit too much for just two leads.

Cold YouTube campaigns don’t work because people are disinterested; they don’t watch YouTube videos to see ads.

However, it’s a different situation if you appear in front of them after they have already read your blog posts.

Campaign #4: Purchase Product/Service [DISPLAY]

  • CAMPAIGN TYPE: Display
  • CAMPAIGN NAME: REMARKETING – Purchase Offer – [DISPLAY]
  • AD GROUP NAME: [YOUR PRODUCT NAME]
  • CAMPAIGN OBJECTIVE: Purchase
  • AUDIENCE SEGMENT: Leads
  • DESTINATION LINK: Sales Page
  • DAILY BUDGET: $35
  • BIDDING: Maximize Conversions

Once the remarketing campaigns are complete, let’s move on to the purchase campaign.

You will create two campaigns (Display and YouTube) to offer the purchase of your product/service to your leads.

You have to create the audience segment called “Leads,” which consists of people who have visited your thank you page.

The destination link for this campaign will no longer be the Landing Page but the Sales Page.

Here’s how to build an audience segment.

Campaign #5: Purchase Product/Service [VIDEO]

  • CAMPAIGN TYPE: Video
  • CAMPAIGN NAME: REMARKETING – Purchase Offer – [VIDEO]
  • AD GROUP NAME: [YOUR PRODUCT NAME]
  • CAMPAIGN OBJECTIVE: Purchase
  • AUDIENCE SEGMENT: Leads
  • DESTINATION LINK: Sales Page
  • DAILY BUDGET: $35
  • BIDDING: Maximize Conversions



Google Ads Copywriting


How and what to write in the limited space that Google Ads provides for ads?

Here are the most effective copywriting strategies for the small space of Google Ads.

Search network ads

HEADLINE

Google allows you to write 15 headlines, of which only three will be displayed (at random) when your ad is shown.

Fill in all the spaces and write all 15 headlines: in the first five headlines, you should include the benefits that your company can offer to customers (such as “24-hour assistance”, “Fast and free shipping”, “Easy returns and refunds”, etc.).

In the other 10 headlines, write the top 10 keywords (those with the highest monthly search volume) that you have chosen to activate your ad.

Use Google Keyword Planner or Ahrefs Keyword Generator to get ideas for keywords to write.

DESCRIPTION

You have two 90-character fields, which you can structure as follows:

  • Field 1: a question about the problem.
  • Field 2: immediate benefit provided by your free material.

Example:

  • Field 1: “Do you want to promote your business but don’t know where to start?”
  • Field 2: “Don’t spend money on online marketing courses until you’ve read this report.”

Now, I have to confess a bitter truth to you: although many may tell you otherwise, what you write in your Google ad is not important.

Once you have identified the right target, they will click on your ad even if you write without following copywriting rules.

This doesn’t mean that you should write nonsense.

I’m just suggesting that you spend as little time as possible on writing your ad.

Display Ads

The same rules for search network ads also apply to display ads.

You can write the same phrases that you used for the search network ad on the display network as well.

YouTube ads

You can sponsor the video trailer of your YouTube channel that I taught you how to create.