WEBVTT 00:00.640 --> 00:04.840 With this video, let's get to one of the most important targeting methods. 00:04.840 --> 00:08.790 And that is as we scroll down here the keywords. 00:08.800 --> 00:15.670 So when we expand this keywords option, the very natural thing we can do is just to enter the keywords 00:15.670 --> 00:18.250 that we want to bid on with our ads. 00:18.250 --> 00:22.420 So when people search, let's say business plan like that. 00:22.420 --> 00:26.020 So when people search like this on YouTube, they type in the word business plan. 00:26.020 --> 00:28.450 We want our ad to come up. 00:28.450 --> 00:29.020 At the moment. 00:29.020 --> 00:34.870 You see there is nobody advertising on that keyword, although at other times I did see ads on that 00:34.870 --> 00:35.560 keyword. 00:35.560 --> 00:41.200 So if there's nobody advertising, perhaps this ad for us can be cheap. 00:41.200 --> 00:43.570 But that's just a guess, right? 00:43.750 --> 00:45.160 How do we know? 00:45.160 --> 00:48.490 Actually, how do we actually know how much is going to cost us? 00:48.490 --> 00:51.490 Well, that's why Google provides the Google Keyword tool. 00:51.490 --> 00:52.240 Let's look at it. 00:52.240 --> 00:58.540 When you're in your ad dashboard under Tools Planning, you go to Keyword Planner. 00:58.540 --> 01:01.990 And one of the fields here is especially helpful. 01:02.590 --> 01:07.540 So when we click on Discover New Keywords, we're just looking for keywords and keyword ideas. 01:07.540 --> 01:11.530 And we'll use that example business plan get results. 01:11.530 --> 01:17.470 And when you scroll down you'll see a field competition field right here. 01:17.470 --> 01:22.270 This one that's competition for you bidding on ads. 01:22.270 --> 01:28.090 But keep in mind this is for Google search not YouTube search. 01:28.090 --> 01:29.080 Google search. 01:29.110 --> 01:33.550 This still gives you a great idea of which keywords are popular. 01:33.550 --> 01:40.870 It still gives you a great idea of approximately the volumes, if not in absolute terms, then relative 01:40.870 --> 01:43.870 to each other, like which terms are more popular and by how much. 01:43.870 --> 01:47.620 But again, this bidding is not for YouTube. 01:47.620 --> 01:52.810 This bidding shows Google, although it's still helpful to get the sense of which terms are more or 01:52.810 --> 01:53.770 less expensive. 01:54.100 --> 01:59.980 Now, this doesn't always have to be the case, because remember, when other advertisers run through 01:59.980 --> 02:05.350 their ad budget, like when it gets towards evening, this range goes down. 02:05.350 --> 02:13.390 So one strategy you can use that's very smart if you want to decrease the cost of your ads, is to advertise 02:13.390 --> 02:20.320 later in the day, when many of your competitors have run through their ad budgets to remind you how 02:20.320 --> 02:25.450 that's done, you just basically scroll up and under additional settings here, which can sometimes 02:25.480 --> 02:27.100 be a little tricky to find. 02:27.130 --> 02:28.360 You'll see. 02:28.390 --> 02:29.560 AD schedule. 02:29.680 --> 02:32.890 We cover this in a different video, but it's good to go over this again. 02:32.890 --> 02:39.190 So again, if you are in an expensive niche or any niche really, and you want to run cheaper ads that 02:39.190 --> 02:44.170 are still effective later in the day can be a great option to experiment with. 02:44.200 --> 02:51.460 In any case, the way to make this keyword Planner tool useful for you is to find all the potential 02:51.490 --> 02:55.120 keywords you want to bid on, or that would make sense for you. 02:55.120 --> 02:55.870 Like here. 02:55.870 --> 02:56.800 Restaurant business plan. 02:56.800 --> 03:01.030 I mean, if you don't have a restaurant, don't bid on this keyword, but if you have a restaurant, 03:01.060 --> 03:05.200 this would be a great one because it's so much better targeted. 03:05.200 --> 03:10.630 And so what you would do is you would go down the list like business plan, maybe business plan template, 03:10.630 --> 03:16.930 if that's what you have, because that was one of the keywords in the keyword list here, writing a 03:16.930 --> 03:18.130 business plan. 03:18.340 --> 03:19.990 So you would add that. 03:19.990 --> 03:25.840 And as an option, if you don't want to use the Google Keyword tool, you can enter a related website, 03:25.840 --> 03:27.220 the website you are promoting. 03:27.220 --> 03:30.310 So whatever website you're promoting, let's choose an example. 03:30.310 --> 03:31.570 This is my website. 03:31.570 --> 03:35.170 Under this website I have this coaching page. 03:35.170 --> 03:38.560 So let's say I'm selling a specific kind of a coaching. 03:38.650 --> 03:42.130 Here's a page marketing strategies and a marketing consultant. 03:42.130 --> 03:43.660 That's where I promote myself. 03:43.690 --> 03:49.000 I can take the URL of this and I can paste it into this related website field. 03:49.030 --> 03:52.540 Press enter and it's going to give me keywords. 03:52.540 --> 03:54.910 And some of these may not be a fit. 03:54.910 --> 03:57.520 Like that was a coaching page right. 03:57.520 --> 04:00.340 So a lot of these don't fit because it's too general. 04:00.340 --> 04:04.330 But maybe digital marketing company you know that's kind of me in this particular case. 04:04.330 --> 04:07.030 So I can click on adding that keyword. 04:07.030 --> 04:10.180 Obviously it's not the same keyword as if you're targeting business planning. 04:10.180 --> 04:11.410 These are two different kinds of things. 04:11.410 --> 04:18.310 But just I just wanted to give you an example of getting keywords from the page which you are promoting, 04:18.310 --> 04:23.620 which in many ways makes a lot of sense because there should be a strong consistency between the keywords 04:23.620 --> 04:26.500 people search and the keywords that are on your page. 04:26.500 --> 04:30.340 So if they search for something that's on your page they want, it will make sense that they would go 04:30.340 --> 04:31.420 to your page and buy. 04:31.450 --> 04:34.300 So these are just the two ways you can choose keywords. 04:34.300 --> 04:38.170 And again remember the more specific and the more targeted the better. 04:38.170 --> 04:42.940 So business plan when a person searches that I don't know exactly what they want, do they want somebody 04:42.940 --> 04:43.720 to write it for them? 04:43.720 --> 04:44.710 Do they want an example? 04:44.710 --> 04:46.780 Do they want strategies? 04:46.780 --> 04:49.120 But here is more specific business plan template. 04:49.120 --> 04:55.090 So if you can offer a business plan template, you know that person is looking for a business plan template. 04:55.120 --> 04:57.610 They're not looking for somebody to write their business plan. 04:57.610 --> 04:59.080 They're not looking for coaching. 04:59.080 --> 05:02.020 You kind of know more specifically what they want. 05:02.020 --> 05:06.700 And if they search writing a business plan, they're looking for a tutorial. 05:06.730 --> 05:08.230 This can be a free tutorial. 05:08.230 --> 05:11.320 This can be a course, but likely a free tutorial. 05:11.320 --> 05:17.740 And so you choose the keywords from which you can decipher the intent of the user. 05:17.740 --> 05:23.470 And if the intent of the user makes sense for what you are promoting. 05:23.470 --> 05:28.840 Like if they type buy shoes and you have a page that sells shoes, okay, great. 05:28.840 --> 05:31.450 But if they just type shoes, you don't know what they want. 05:31.480 --> 05:33.310 Do they want to just look at latest styles? 05:33.310 --> 05:34.150 You have no idea. 05:34.150 --> 05:41.470 So the more specific the keywords, of course there will be fewer people searching that, but the targeting 05:41.470 --> 05:43.540 of them will be far greater. 05:43.540 --> 05:50.260 So if I was selling a business plan course, I wouldn't actually bid on any of these. 05:50.260 --> 05:57.970 I would literally bid on business plan course or business plan education or business planning, education 05:57.970 --> 06:02.080 or business plan training, or a variety of these keyword ideas. 06:02.270 --> 06:04.760 Based on the Google Keyword tool. 06:04.760 --> 06:10.400 So I would go to the Google Keyword tool and I would ask it for ideas not on business plan, but like 06:10.430 --> 06:14.270 on the course, uh, corporate training programs. 06:14.510 --> 06:15.320 Interesting. 06:15.320 --> 06:18.080 Right now you're getting somewhere because that's expensive. 06:18.110 --> 06:19.520 You can earn a lot of money from that. 06:19.520 --> 06:24.560 It's not good for this particular business plan course that I'm telling, but it's close. 06:24.560 --> 06:32.600 So the idea is you would go down the list and find keywords that are additional ideas that you can also 06:32.600 --> 06:33.230 bid on. 06:33.230 --> 06:33.950 That would make sense. 06:33.950 --> 06:39.050 And then you add these keywords and you run your ad with that very, very, very specific targeting 06:39.050 --> 06:41.990 because you know exactly what the searcher wants. 06:42.020 --> 06:45.430 They want a business plan course if that's what you offer. 06:45.440 --> 06:46.130 Perfect. 06:46.130 --> 06:47.840 That's great targeting. 06:47.840 --> 06:53.210 So avoid the generic general terms and go for very specific. 06:53.330 --> 06:59.510 You'll spend less and you'll get better targeted audience who might convert at a higher rate.