Drop Ship Lifestyle - The COMPLETE Review
Adwords PPC Course
This is an in-depth review of Drop Ship Lifestyle's PPC Course for Google Ads. This training module covers the most important aspects of Google Ads and is presented by a Google Certified Partner, Michael Erickson from Search Scientists.
SECTION 2: Adwords Pay Per Click (PPC) Course
Total Videos: 29
Video length: 5 hours 26 minutes
Module 1 - Adwords and Sales Funnels
Module 1 total videos: 11. Total video length: 1 hour and 31 minutes
01 - Why use Adwords
Google is King for several reasons, but mostly because EVERYONE uses it to search for things. Google Ads is therefore a very powerful tool as visitors to your site will already have INTENT to buy.
When a search is done for a product on Google, 17 of the 19 links shown at the top of the search, are Google Ads. It also takes up more than 90% of the SERP (Search Engine Results Page).
The area in red below, is only comprised of ads:
Advantages of Google Ads:
02 - Targeting on Adwords
In this lesson, Michael discusses the control you have over the targeting of your Google Ads Campaigns.
You have complete control over:
- where your ads appear
- you can specify how they get there
- you can specify when the ads appear
The Google Display Network, What Triggers Ads, and Behavioral Based Targeting are also discussed.
03 - The Sales Funnel & Adwords
Michael explains how Ad Funnels work in Google Ads.
It's called a sales funnel because it is shaped like an inverted triangle.
As prospective buyers go down the funnel, you loose more and more of them until only a small percentage of your initial audience reached, buys your product and eventually remains loyal to your brand.
Michael then explains how to use the funnel and compares two different business models that targets the same niche.
04 - SEO + PPC Working Together
Michael explains how his most successful clients "own" the Search Engine Results Page (SERP) by:
- having a PLA
- and a Search Text Ad
- and an Organic Link
They enjoy a bump in traffic because they fill more space and by doing so, they remove a competitor and are more likely to get a click than someone with only one mention on the page.
05 - Opening an Adwords Account
This is a very short video that shows you to open a Google Ads account.
Top tip: Time Zone and Currency cannot be changed later - so set it up correctly from the start.
06 - Important Metrics
Michael introduces you to Clicks, Impressions, CTR, Conversions, Cost of Clicks, CPA, Conversion Rates, ROAS, and COGS. He then explains what each one is.
Michael also explains the AdWords metric, which evaluates the ad's performance = Revenue / Ad Spend.
07 - Conversion Tracking
In this lesson, Michael teaches you how to track your conversions.
Michael then gives you an over-the-shoulder tutorial on how to set up your different types of conversion tracking inside the Google Ads Console.
08 - Remarketing Code Installation
Re-marketing requires at least a 100 people to get active. Michael shows you how to set it up.
09.1 - Remarketing Segmentation
This lesson deals with creating a re-targeting base campaign where you re-target an audience based on the campaign you already created.
Micheal offers a handy tip at the end of the lesson on which box to tick. (Target and Bid, or Bid Only.)
09.2 - Remarketing Segmentation 2
After you have your re-targeting / re-marketing lists, you need to break them down into segments.
Michael shows you how to create tracking segments for people who bought from you, and those who didn't check-out from your cart.
Michael also shows you how to re-market audiences in Google Analytics.
10 - Must-Haves on Your Site
Michael stresses the importance of the following, otherwise Google will suspend your account:
MODULE 2 - PRODUCT LISTING ADS
Module 2 total videos: 9. Total video length: 2 hours and 29 minutes
01 - Create Your Foundation
The biggest percentage of the SERP is taken up by PLAs. This is why we should start our advertising campaigns on Google with PLAs:
Michael explains that you don;t need keywords because Google uses Product Feeds. He then explains the do's and dont's of Feeds.
02 - How Product Feeds Work
Michael takes you into the Google Merchants Help Pages, to show you exactly what Google wants in your Product Feeds and shows you how to set it up using a spreadsheet.
03 - Creating a Product Feed in Shopify
Michael does not recommend you set up product feeds from scratch, but rather use an app.
Shopify has their own Google Shopping app that they developed, and is FREE to use on your store.
Michael runs through some of the features of the Google Shopping App.
04 - Creating a Google Merchant Center Account
As the name implies, Michael shows you how to set up a Google Merchant Account. Note that there is a verification process to follow.
You're then shown some of the features and how to set certain elements up, such as linking with your Google Ads account, setting up Tax etc.
05 - Diagnosing Common Errors
Should you keep getting errors on your feed, Michael gives some quick pointers as to what to do:
- check the help documents to make sure you have all the attributes you need.
- make sure all your data is up to date and accurate
- Use Google Support
06 - Topics to Know
The following is important when building a PPC campaign:
07-Creating a Shopping Campaign
In this lesson, Michael shows you how to set up a new Shopping Product Listing Ad Campaign inside Google Ads. Michael covers campaigns for different regions (in this case USA and Canada), and product group A and/or B.
Quite handy, is the part where Michael explains the different advanced location options - breaking down each one and telling you how/when to use them.
He also shows you the different bidding options and strategies to use, as well as how to set up the delivery method.
Michael finally goes into detail on how to create Ad Groups.
08-Setting Budgets & Bids
Michael starts with a warning by sketching the following scenario:
If you have 100 different products, and you get two sales per product per month, with a 1% conversion rate, then you need:
200 clicks per product to get two sales
at $0,50 per click, that means a budget of...
Crazy right? See why I don't like FB Ads? If you don't know what you're doing, you could very quickly break the bank...
Michael also shows you how to use tools such as Semrush and SPyFu to find out how to get your approximate CPC.
In conclusion, Michael reminds you that you want as many clicks as possible. If you have two campaigns, where Ad A is getting you 100 clicks at $1 per click and Ad B is getting you 50 clicks at $2 per click, then Ad A is the obvious better option.
Michael also covers when you should change your PLA bids and shows you how to do it.
09-Solutions to Common PLA Issues
Michael covers the following PLA campaign issues and offers solutions for:
- not getting enough Volume
- changing the ad through more Titles or Descriptions
- not showing up in relevant searches / queries
- and getting a higher CTA
MODULE 3 - SEARCH TEXT AND DISPLAY ADS
Module 3 total videos: 9. Total video length: 1 hour and 22 minutes
01 - Winning at Adwords Search Text Ads
Michael states that most online stores fail at their Google Ad Campaigns because they still run their campaigns as if it is the year 2000 where competition was low.
You need to know that clicks are more expensive each year and that your success isn't measure by the amount of clicks an ad generates, but rather by the conversions.
Michael goes on to show you examples of poor / bad search text ads and what to avoid.
Ever wondered what Keywords you should bid on? Michael offers some advice.
Michael then finally explains the difference between Keywords and Search Queries. He goes into a lot of detail on Keywords and gives a useful formula ratio to use when bidding on keywords.
02-Search Text Ad Campaign Structure
Michael explains what your campaign structure should look like for Search Text Ads and why.
He then explains keyword match type frequency, breaking it down to the percentages you should concentrate on:
- Exact match should be between 50-70%
- Phrase: 10-20%
- Modified broad: 10-20%
- Broad 5-10%
Michael then walks you through the exact setup, using the Keyword Planner in the Google Ads Dash.
03 - Optimizing Search Text Ad Bids
This lesson is less than a minute long and quickly poses three questions you should consider when bidding:
04 - How to Create Great Search Text Ads
Good ads have a two-fold purpose:
- to get the right people to click, and
- to prevent the wrong people from clicking.
Michael then gives a great tip on what to include in your ad copy.
It's two simple things to include in the copy that has been proven to lead to clicks -
Michael then discusses Routine Optimization techniques and shares his "Super Secret Weapon for Text Ads" in an over-the-shoulder tutorial.
05 - Rapid Fire Ad Copy Tips
In this short 5 minute tutorial, Michael gives some tips on writing great ad copy.
1. Why should customers choose you?
Michael goes into detail on how you can convince customers to buy from you, especially since you might have competition selling the exact same thing at the exact same product.
2. Iterative vs Evolutionary approach
Michael then explain two different methods of testing your ad copy as the campaign progresses.
You either change one small thing (iterative), or you can test two very different styles (evolutionary) and see which theme works best.
3. Evoke emotion
Use words that evoke emotion. Rather say "feel beautiful", rather than "look beautiful".
4. Make sure your ads are geared for Search Queries
You don't want to show up for searches you didn't intend, so optimize your ads with the correct keywords.
5. Use symbols
Use trademarks, registered trademarks, percent signs, dollar symbols etc.
6. Use Call-to-Actions
Give people an expectation.
7. Use URLs
Use extended display url for further engagement.
Michael then offers his own formula to ensure that you write a successful text ad. He breaks down exactly what should be in the Headline, Description 1, Description 2 and the URL.
06 - Search Campaigns Important Notes
When it comes to Search Campaigns, there are two important things to take note of: Quality Score and Negative Keywords.
1. What is Quality Score?
Your text ad is ranked according to two factors: Your Cost per Click and your Quality Score.
I've now changed the design three times and still it's off-kilter. I'll change the effing thing tomorrow when I have fresh eyes and not throwing obscenities at it. - it's the first design that looks sh!t... don't know why
Google wants people to click. Therefor, if you have a quality ad that results in a lot of clicks, then Google will reward you with a higher Quality Score (you even qualify for discounts!!)
07 - Secret Weapon For Text Ads RLSA
Remarketing Lists for Search Ads can be used to only serve the people who have already been to your site. This makes for targeted campaigns that saves you money.
In this lesson, Michael shows you how to set up your retargeting campaign for Google searches. The differences to your campaign now are:
- kw targeting can be a little broader
- it's a safe way to move up the sales funnel to get more informational queries, and
- you bid more aggressively.
08 - Display Retargeting
In this short video, Michael explains what Display retargeting is and how it can be utilized. According to Michael, there are several retargeting platforms that can be used:
- YouTube, Google Ads, FB Ads, Criteo, AdRoll, and Perfect Audience
You also get two types: static and dynamic retargeting ads.
Michael then explains when and why to use each one.
09 - Moving Forward
In the last video, Michael states that Google Ads "...is a constantly changing landscape", and that you should continue to read and study up on new trends in the industry.
Which makes it so weird that this essential part of the course is 4 years old...
Obviously there is no such thing as a sure thing in business. But I at least like to limit my risks before I'm going to start a new business. And I definitely don't make decisions that will impact my finances on old data.
So if you're like me, and you want as much info as possible before making a decision, then perhaps you should look at my top online business choice for 2019. You can read more here.
ADWORDS PPC COURSE: Total Videos = 29. Video length: 5 hours 26 minutes
- My Key Takeaways
Highlight: Michael's Module 3, video lesson 4 where he discusses How to Create Great Search Text Ads. The video contains MANY helpful hints, including how to keep non-buyers from clicking and his Super Secret Weapon, which I can't divulge, sorry.
(Pssst - it has to do with creating and utilizing Remarketing Lists for Search Ads, which was discussed again in video 7...)
All in all this a good course for people who have never done Google Ad(Words) before. It helps you set up everything and shows you different methods to utilize during your campaigns.
Problem though: many of the over-the-shoulder examples show the year 2015...
I'll let that sink in for a minute. Think about it...
A lot can happen and change in 4 years, especially where Google is involved.
So are these methods and info still relevant?
I wasn't willing to spend hundreds of dollars (and many hours of my time) to test it, but you are welcome to try...
Content: 8/10 Overall the content is very good. The question though, is whether it is still up to date.
OVERALL IMPRESSION OF ADWORDS PPC COURSE
This is a great introductory course to Google AdWords. Yes, it's based on AdWords, so some things will have changed.
And therein lies the problem. Google changes constantly. In fact, that is what they strive for.
So you really need to ask yourself the following (regardless of how well this course was presented and the data and stats that you are shown):
Is it still relevant? Will these methods still produce the same results in 2019, that they produced in 2015..?
Lead Generation is my #1 Online Business Choice
(IMO Less Hassle Than Selling Physical Products)