So this part seems like you need to be pretty thoughtful here and you have to. This is going to take you a little bit of time to write a good ad. >> Yep, so the best practice used to be that you write two or three ads and let them compete with one another. The Google will try to optimize the one that gets the most clicks. Google realized that a lot of people weren't taking that time. So they're now building some dynamic qualities into every ad. So we're going to write multiple headlines. We're going to write multiple descriptions. And Google will kind of vary these to try to get you the best results. It starts with your URL, and it's worth noting that you've got some display URL option. So outside of your root URL, so eco roof and solar sounds great. It would let the customer know that we're briefing people, but you want them to. This is a commercial roofing customer. We want to really speak to them so we can add these parameters at the end where we say ecoroofandsolar.com/commercial/roofexpe- rts. You only have 15 characters so we might not fit it, we'll see. And I would even put a dash in here so it's nice and easy to read. >> Now, what if they don't have that path set up on their site? >> Yeah, so this doesn't have to be an actual URL. The final URL in the space above is where the visitor's going to land. The display URL just lets you communicate to that customer. Hopefully it shows that you're more aligned with their search query. And that will be part of that quality score. So since people are looking for commercial roofs by way of our keywords, having commercial and roof in the display URL should help us promote a healthier quality score. >> Excellent, okay. And I do notice down in the little preview section that they've got their it looks like a little picture of a phone. And so therefore, it's going to be a little narrower than someone might see on desktop. And our roof experts didn't actually make it into the URL that they're displaying. >> Exactly, and you can toggle to see what the desktop version would look like. Even there, they're clipping that, so make sure you've got what you need in the first additional parameter if you can. >> Okay, so now we're on to our headline? >> Yeah, so you're pretty limited here, you've got 30 characters. Notice how Google is showing you how it will appear so they do this vertical hatch. You typically don't write them as English language sentences, they're kind of bullets that you want to drive home. So we could say, in 30 characters, commercial roofing experts. And every time we do this, we battle with total character counts. So we want to keep it under that character count. So commercial roofing experts, and then we want to say five star rated. There are also lots of cheats you can do with this, if you're running out of characters you could've done the number five as opposed out writing out five. You're always trying to figure out how do you stay under these character counts, and also sometimes things like using a number will get people's attention. It doesn't disappear as much, so I think that five star will actually pop out a little bit more using the number. It just kind of breaks your visual field, and let's see, for the third. >> Do I need a headline? Third, if I've said everything I need to do? >> You don't need it but you could, let's say, licensed and insured. >> Okay. >> Just so people have that piece of mind that we are above board professional company. >> Great and more likelihood that I'm hitting something that say. >> Yeah. >> Yeah, if I'm getting $120,000 roof, I don't want somebody who's not even licensed up working on my building, right? So that hopefully takes care of some people's peace of mind, and you'll notice they're rotating this. So sometimes it will show license insured, sometimes it'll show five star rated, they're showing you how they're going to dynamically serve these ads. We can do five, six headlines. You can do tons of them at this point, and then Google will serve that dynamically and show you which combinations are working better all within one app. >> Okay, well let's just leave it with three that we've got for now. And look at our description. Ever helpful Google is saving me even from typing here and they seem to already know what it is I should put in the description. >> And some of these are great, right? They peeled some stuff out of the website award-winning professional roofers. I'd like to say that trusted name for over ten years. They're good, but typically this is where you can write more impactful copy that should read like an English language sentence. I try to take maybe what they suggest and tweak it and make it really sound more true to the voice of the business. So now their suggestion here, right? Eco roof and solar has been a trusted name in the roofing industry for over ten years. It's great, it doesn't once reference that this is a focus on commercial roofing projects, right? So well it it does describe the business, it didn't really speak to the needs of that searcher. So how do we really talk about the fact that we focus on commercial projects and we meet the needs of even the largest commercial buildings. >> So I'll just do a quick and dirty one here and I'll say, trusted name in the commercial roofing industry, but we might want to go back and really tighten that up so let's just hack it to get it to fit. >> And again, I would suggest trying to add a couple different descriptions, play with the language. Think about what might appeal to your user, and test a few variations. In one ad, I wanted to tell them that we're award winning. In another ad, I want to tell them that we're actually the best value contractor. Sometimes people will feel better about that I'll pay a little more for an award winning contractor, but this is a way for me to learn about the price sensitivity of my customer. One ad I might mention price, the other I might not. >> Great, okay. >> These last URL options we can take a quick look. Again, this is where you can want to probably involve your website administrator. These are, do I want to add specific tracking parameters to this URL that's going to let my website know where this user came from, date, time all those stuff. A lot of that is already recorded by Google Analytics. If you're using Google Analytics, because it's all under the Google umbrella, they're already going to pass keyword, they're going to pass a ton of valuable information automatically. If you're using something like Kissmetrics or a different website analytics platform, you might be setting up some custom parameters. >> Great, and I remember back in the day the the m-Dot websites were a big thing. Nowadays with responsive websites, this is probably much less of a big deal here the final URL for them. >> Yeah, if you are still running a separate mobile website, absolutely take advantage of this. You want to make sure if the users on a mobile phone that they're going to an environment that they can interact with. >> Great, okay, so we're done with that ad. And now really at this point, we should create a few ads, just having one ads probably more. >> Correct, although since we have different headlines, different descriptions, you're getting kind of the same effect where Google's rotating this dynamically and seeing which works best. >> Okay, but since we want to get to see our campaign overall we'll stop there and go to billings. >> Yep, so you've set up your first campaign, you've got your campaign structure, you've got your keywords, you've got your ads. You've created an ad group, you have to enter some billing to get it going. We're going to take a quick break, we're going to bring you back into a live environment where you can see some of this data. And from there we can look at a few basic optimizations that we want you thinking about every time you log in to your active AdWords campaign.
