1 00:00:00,360 --> 00:00:06,150 After you have targeted your ad campaign by location and language the next step is to determine your 2 00:00:06,150 --> 00:00:08,410 bids and Budget. 3 00:00:08,460 --> 00:00:15,210 Now by default this would probably show up as manual CPC manual cost per click and over on the right 4 00:00:15,210 --> 00:00:17,560 here we can get an explanation of what this is. 5 00:00:17,580 --> 00:00:23,430 It really allows you to set your own maximum cost per click for your ads so you can say I only want 6 00:00:23,430 --> 00:00:26,230 to pay one dollar for a click. 7 00:00:26,280 --> 00:00:27,810 You can set that up now. 8 00:00:27,870 --> 00:00:33,440 Now this is a manual bidding strategy because you really set that cost per click your self. 9 00:00:33,630 --> 00:00:37,170 But there are also automated bidding strategies. 10 00:00:37,170 --> 00:00:40,590 And I just want to give you a high level overview of these. 11 00:00:40,890 --> 00:00:46,620 But ultimately for this example and for your first campaign I'd recommend you do manual CPC so you can 12 00:00:46,860 --> 00:00:51,920 really keep the costs low and not let things kind of go out of control. 13 00:00:51,930 --> 00:01:00,210 So if we come over to target CPA we can see this law is here to set the bids to get most conversions. 14 00:01:00,210 --> 00:01:06,210 So if you select this option you won't be saying that I want one dollar per click you will be saying 15 00:01:06,240 --> 00:01:13,470 I want to really increase my bids as much as possible to get a cost per acquisition. 16 00:01:13,470 --> 00:01:19,260 So if we click in to that in order to really for AdWords to determine their cost per acquisition they 17 00:01:19,260 --> 00:01:23,130 need to be measuring how many ads there resulting in acquisitions. 18 00:01:23,130 --> 00:01:28,380 And so to do that you need to set a conversion tracking so to use this type of automated bidding strategy 19 00:01:28,380 --> 00:01:34,170 there are a couple of extra set setups steps and that would really require you to put a little piece 20 00:01:34,170 --> 00:01:40,410 of code on your Web site so that words can see which ads are resulting in the most amount of conversions 21 00:01:40,710 --> 00:01:42,980 and those conversions could be email sign ups. 22 00:01:43,120 --> 00:01:47,530 They could be even in sales on the site. 23 00:01:47,580 --> 00:01:52,410 So I won't go into all the details but I just want to briefly run through these other automated bidding 24 00:01:52,410 --> 00:01:59,760 strategies do you have a understanding of what they are and target or OAS target return on ad spend. 25 00:01:59,760 --> 00:02:05,550 So this is a slightly different metric you're not trying to get that cost per acquisition you're really 26 00:02:05,550 --> 00:02:11,460 trying to get a target return on ad spend and once again you would have to set up conversion tracking 27 00:02:11,810 --> 00:02:14,210 and to really get that done. 28 00:02:14,220 --> 00:02:16,650 Next up we have maximum Quick's. 29 00:02:16,680 --> 00:02:23,370 So if you just want to get the maximum amount of clicks on your Web site well then this is the option 30 00:02:23,760 --> 00:02:26,150 that you would select. 31 00:02:26,360 --> 00:02:28,760 Next up with maximum conversions. 32 00:02:28,790 --> 00:02:32,200 So once again it's just getting the maximum amount of conversions. 33 00:02:32,300 --> 00:02:39,170 Not even for a targeted cost per acquisition which is the maximum again that would require conversion 34 00:02:39,170 --> 00:02:40,310 tracking. 35 00:02:40,310 --> 00:02:43,910 Moving on then we have target search page location. 36 00:02:44,180 --> 00:02:53,060 So this is say for example if you wanted to appear in a certain position on the search results then 37 00:02:53,090 --> 00:02:57,980 they will automatically bid as much as they need AdWords will automatically get as much as they need 38 00:02:57,980 --> 00:03:00,700 to get say to the first spot. 39 00:03:00,710 --> 00:03:03,940 So you can imagine that that can get pretty expensive. 40 00:03:04,010 --> 00:03:09,730 So you want to be careful if you're selecting that strategy and target outranking share quite similar 41 00:03:10,130 --> 00:03:16,010 but it's not that you're just getting to say the top spot that you could be ranking a competitor. 42 00:03:16,010 --> 00:03:20,550 So for example if I wanted to always be ranking you da city. 43 00:03:20,550 --> 00:03:27,980 Well then I could select this option and really put in the domain that I want to rank and then I'll 44 00:03:27,980 --> 00:03:30,360 always be ranking them. 45 00:03:30,550 --> 00:03:33,920 Now coming on than I have in hand CPC. 46 00:03:33,920 --> 00:03:40,280 So again we need set up that conversion tracking and this will just allow you to get the it will actually 47 00:03:40,280 --> 00:03:46,200 raise your bids for clicks that seem more likely to lead to a sale or conversion on your Web site. 48 00:03:46,520 --> 00:03:50,990 So that is just a brief overview of those automated bidding strategies. 49 00:03:51,050 --> 00:03:55,690 You can see there is that extra set up process for conversion tracking for a lot of them. 50 00:03:55,880 --> 00:04:03,110 And the dangerous thing I think if you're a beginner is that you will be handing over the the bid to 51 00:04:03,140 --> 00:04:05,340 Google Adwords for them to determine. 52 00:04:05,510 --> 00:04:10,250 So that's why I would recommend you really just stick with manual's CPC to get started. 53 00:04:10,310 --> 00:04:14,740 So you can really understand and control the costs for your first campaign. 54 00:04:14,950 --> 00:04:18,230 Now budget I would recommend you keep it pretty small. 55 00:04:18,230 --> 00:04:23,870 You can just put it in as 20 euros per day to get started.