---Presenter: Reily HalversenSubject: Search Engine Marketing and Google AdsDuration: 00:42:03Quiz: Search Engine Marketing Pt. II---00:00:05.170 --> 00:00:08.630 - Today we're going to continue. 00:00:09.250 --> 00:00:13.782 - Our Google ads training as you remember, our agenda was talking 00:00:13.782 --> 00:00:18.314 - about what is Google ads? Why would we even decide to 00:00:18.314 --> 00:00:22.846 - advertise on Google? Some of the specific terms you know? How 00:00:22.846 --> 00:00:27.378 - does it work? Setting it up bidding strategies, we ran about 00:00:27.378 --> 00:00:31.498 - halfway and we're going to continue them. But first I'm 00:00:31.498 --> 00:00:36.442 - going to toss out a little quiz and get everyone's mind thinking 00:00:36.442 --> 00:00:40.150 - about the topic at hand. So first, Sam what? 00:00:40.240 --> 00:00:41.839 - Is Google ads? 00:00:43.730 --> 00:00:47.538 - I'm going to cheat on import my training. 00:00:48.910 --> 00:00:49.380 - Um? 00:00:55.730 --> 00:00:56.830 - It is. 00:01:00.140 --> 00:01:02.936 - Like you're using keyword research and. 00:01:05.320 --> 00:01:12.100 - SCO&CRO to perform well in Google and you can also pay to 00:01:12.100 --> 00:01:14.925 - perform well like PPC but. 00:01:15.830 --> 00:01:20.653 - If we just do well, organically, that is kind of the same deal, 00:01:20.653 --> 00:01:25.476 - right? OK, OK, you were on the right track with some of that. 00:01:25.476 --> 00:01:28.444 - Patrick, What do you think Google ads is? 00:01:29.160 --> 00:01:29.810 - Um? 00:01:31.030 --> 00:01:37.510 - Google ads, it's the the platform that Google is selling 00:01:37.510 --> 00:01:41.398 - for you to advertise on. There's 00:01:41.398 --> 00:01:45.070 - uncertain. Parts for website. Is it correct? 00:01:46.380 --> 00:01:52.646 - Yeah, that that's certainly a part of it. So Google ads is an 00:01:52.646 --> 00:01:56.984 - advertisement platform where you utile eyes different types of 00:01:56.984 --> 00:02:02.286 - ads within Google's network. You have your search ads that show 00:02:02.286 --> 00:02:08.552 - up at the top and bottom of the search results page. You have 00:02:08.552 --> 00:02:14.818 - your video ads which are the pesky ads that show up as you're 00:02:14.818 --> 00:02:16.746 - watching a YouTube video. 00:02:16.880 --> 00:02:23.390 - On how to be awesome at SCO or slew of other videos, and you 00:02:23.390 --> 00:02:28.505 - have your display network, which are the banners or visual ads 00:02:28.505 --> 00:02:33.620 - that will pop up in your browser as your browsing different 00:02:33.620 --> 00:02:37.805 - websites. A great example is today I was on. 00:02:38.550 --> 00:02:44.647 - SCO Mo fo a fantastic SCO tool and popped one of the visual 00:02:44.647 --> 00:02:50.275 - adds. It was a nice little banner right above what I was 00:02:50.275 --> 00:02:56.372 - working on, so those are the three types of ads that you can 00:02:56.372 --> 00:02:57.779 - utilize with Google. 00:02:58.710 --> 00:03:03.385 - Now we we now understand remember will ads is but why 00:03:03.385 --> 00:03:08.485 - would we want to advertise if let's say we were doing awesome 00:03:08.485 --> 00:03:13.160 - at organic aecio like Sam was saying we had our keyword 00:03:13.160 --> 00:03:18.260 - research. We were ranking well why would we want to pay for 00:03:18.260 --> 00:03:21.660 - ads? I'll start with Patrick this time sure. 00:03:23.110 --> 00:03:28.284 - Well, call like you said Google has this. Google is one of the 00:03:28.284 --> 00:03:32.264 - leading CEOs. Or sorry the search engine icl search engine 00:03:32.264 --> 00:03:36.244 - out there and a lot people use it and they. 00:03:37.210 --> 00:03:41.034 - Basically they have more traffic in and out 00:03:41.034 --> 00:03:42.946 - of their platform that. 00:03:44.050 --> 00:03:48.470 - You should advertise on them and also because they have. 00:03:49.120 --> 00:03:54.460 - Different types of pads that they can help you target 00:03:54.460 --> 00:04:00.334 - specific demographic or specific Geo location and so on so forth. 00:04:02.020 --> 00:04:06.310 - Definitely part of it. Good job Sam. Why do you think we might 00:04:06.310 --> 00:04:09.940 - want to advertise with Google even if we are doing awesome 00:04:09.940 --> 00:04:11.260 - with our long-term SCO? 00:04:12.740 --> 00:04:13.370 - Um? 00:04:16.800 --> 00:04:19.650 - I guess just do that like we would be at the top of the list. 00:04:21.720 --> 00:04:24.688 - Trying to be talk to my better visibility. 00:04:26.480 --> 00:04:30.740 - It's like how Google when you search for something at the top. 00:04:30.740 --> 00:04:34.645 - However many results depending on your look at looking for or 00:04:34.645 --> 00:04:37.130 - just like ads and paid for ads. 00:04:38.000 --> 00:04:38.580 - So. 00:04:39.590 --> 00:04:43.451 - I forget if Ron said this or not, or if a miskin sharing 00:04:43.451 --> 00:04:44.342 - his words, but. 00:04:46.340 --> 00:04:53.396 - Sometimes you can see more like reputable I guess by having that 00:04:53.396 --> 00:04:55.160 - paid for ad. 00:04:57.250 --> 00:04:57.620 - Yeah. 00:04:59.350 --> 00:05:04.090 - Yeah, I would say that both of you definitely hit some key 00:05:04.090 --> 00:05:06.065 - points right off the bat. 00:05:07.260 --> 00:05:12.254 - Yes, we top of the mind marketing. You know, the more 00:05:12.254 --> 00:05:17.248 - you see something, the more you understand. No it. For instance, 00:05:17.248 --> 00:05:22.242 - Kleenex the moment I say that you immediately think a tissue 00:05:22.242 --> 00:05:28.598 - but no matter where you're on you're like Oh Hey, can I have a 00:05:28.598 --> 00:05:33.138 - Kleenex even though you're talking about a tissue it's that 00:05:33.138 --> 00:05:37.678 - brand awareness. It's as well like you brought up Patrick. 00:05:37.990 --> 00:05:43.171 - One of the most used search engines, so it's a It's 00:05:43.171 --> 00:05:45.526 - opportunity. We will show up 00:05:45.526 --> 00:05:50.613 - more with. The more opportunity we have, so we're 00:05:50.613 --> 00:05:55.503 - paying for ads, it helps boost our overall clickthrough rate 00:05:55.503 --> 00:05:57.459 - because of that opportunity. 00:05:58.840 --> 00:06:02.833 - Because of that, we have a higher chance of earning more 00:06:02.833 --> 00:06:06.826 - dollars making more money. The more people that come to our 00:06:06.826 --> 00:06:10.819 - site, the better. We're off. And of course, yes, our competitors 00:06:10.819 --> 00:06:12.271 - are using Google ads. 00:06:12.890 --> 00:06:18.291 - Now there's one piece on this slide, in particular that I 00:06:18.291 --> 00:06:23.692 - didn't add, and that's one of the it's the benefits of 00:06:23.692 --> 00:06:29.584 - utilizing a short term or SCM marketing strategy for SCO and a 00:06:29.584 --> 00:06:33.240 - long term. Or the organic aecio. 00:06:34.110 --> 00:06:38.950 - With short term our ROI, the return on investments we're 00:06:38.950 --> 00:06:44.274 - going to get and see a lot faster than long term. 00:06:45.110 --> 00:06:50.195 - You know long term is I'm going to do all of this work and I 00:06:50.195 --> 00:06:53.585 - might not see these organic results for weeks, maybe even 00:06:53.585 --> 00:06:57.992 - months depending on what it is and how long it takes to index. 00:06:57.992 --> 00:07:01.382 - Whereas if I pay for specific keywords like you're mentioning 00:07:01.382 --> 00:07:06.467 - Sam, I'm going to show up. So not only does it do, we have all 00:07:06.467 --> 00:07:10.874 - of these different benefits or why we might want to use it, but 00:07:10.874 --> 00:07:14.603 - it's also a fantastic testing grounds. I'm able to go into 00:07:14.603 --> 00:07:17.315 - Google's keyword planner and I'm able to see. 00:07:17.370 --> 00:07:21.186 - Certain keyword phrases are highly competitive. I'm able to 00:07:21.186 --> 00:07:25.426 - see how frequently people are searching for these. I'm also 00:07:25.426 --> 00:07:31.786 - able to test how well are we going to do if we try to brand 00:07:31.786 --> 00:07:36.026 - ourselves and market for B to BE Commerce. Awesome developers. 00:07:36.026 --> 00:07:41.538 - Are we going to do good with that? Well with AdWords we can 00:07:41.538 --> 00:07:42.810 - find out tomorrow. 00:07:44.600 --> 00:07:49.700 - So we went over why they don't really work, whether we're to 00:07:49.700 --> 00:07:53.950 - broaden our ads just really aren't that relevant to whoever 00:07:53.950 --> 00:07:58.625 - searching. Maybe the ads have a lower quality score, which I'm 00:07:58.625 --> 00:08:04.575 - going to ask you both. What that means in just a moment and maybe 00:08:04.575 --> 00:08:09.250 - we have a bad landing page. The CR or conversion rate 00:08:09.250 --> 00:08:13.500 - optimization just isn't there. Somebody hits the page and says, 00:08:13.500 --> 00:08:19.010 - look? Clarity ventures. No way they bounce so quality. 00:08:19.010 --> 00:08:23.730 - Score Sam. What what determines the quality score 00:08:23.730 --> 00:08:30.220 - of an ad campaign or I should be more specific and 00:08:30.220 --> 00:08:30.810 - ad? 00:08:38.170 --> 00:08:39.169 - Sorry my like. 00:08:40.480 --> 00:08:42.640 - Bar at the bottom of the screen doesn't work. 00:08:44.500 --> 00:08:46.327 - But it turns a low quality score. 00:08:47.740 --> 00:08:48.750 - The. 00:08:49.920 --> 00:08:54.262 - The quality of your SCO, so I mean like you can't stand your 00:08:54.262 --> 00:08:58.270 - your content with just the same keyword over and over again and 00:08:58.270 --> 00:09:01.610 - expect it to be good like wool is analyzing it. 00:09:04.150 --> 00:09:06.480 - And. The other. 00:09:07.080 --> 00:09:07.950 - Um? 00:09:11.040 --> 00:09:12.810 - I think. What? 00:09:13.470 --> 00:09:16.000 - How much you know it's not how much you pay. 00:09:19.860 --> 00:09:24.368 - I'm trying to think. I wanna type in and help me out. 00:09:26.240 --> 00:09:31.443 - Patrick, what are you thinking? Quality score is yes for quality 00:09:31.443 --> 00:09:36.173 - scores it's what is it? Is it click through rate. 00:09:36.760 --> 00:09:41.760 - Um at Relevancy likes and supportive contents. How well it 00:09:41.760 --> 00:09:47.440 - relates to. That user clicks and what they're expecting to 00:09:47.440 --> 00:09:52.040 - see, and then there is the landing page experience that 00:09:52.040 --> 00:09:52.960 - you mentioned. 00:09:58.050 --> 00:10:00.036 - And I, I think there is. 00:10:00.140 --> 00:10:03.187 - More to that, it just goes three. I think it was. 00:10:05.340 --> 00:10:06.798 - Performance as well. 00:10:07.620 --> 00:10:11.448 - If it takes a long time to load, the performance is also 00:10:11.448 --> 00:10:12.724 - impacting of your quality. 00:10:14.010 --> 00:10:19.327 - Score y'all hit it right on the nail. Actually right on the head 00:10:19.327 --> 00:10:23.826 - it's the click through rate. It's the quality of your landing 00:10:23.826 --> 00:10:27.916 - page. The relevance of your keywords. An yes, the past 00:10:27.916 --> 00:10:31.597 - performance on the search results page. So y'all were 00:10:31.597 --> 00:10:35.278 - exactly correct. Now the performance. Or better yet what? 00:10:36.340 --> 00:10:42.333 - We're talking about our ad rank, how well we rank for an ad. 00:10:42.333 --> 00:10:44.638 - There are two metrics that 00:10:44.638 --> 00:10:50.120 - depend. Together that make up what are ad rank is we know 00:10:50.120 --> 00:10:54.680 - quality score is 1 but do either of y'all remember what that 00:10:54.680 --> 00:10:55.820 - other metric is? 00:10:58.720 --> 00:11:00.079 - Your bid amount. 00:11:01.300 --> 00:11:05.416 - Zach Lee, right. It's our bid amount. It's the pay per click. 00:11:05.416 --> 00:11:08.160 - How much do we want to put down 00:11:08.160 --> 00:11:13.464 - for money? We can see here the ad rank is quality. Score is one 00:11:13.464 --> 00:11:17.455 - of the two and the other is the amount that we're willing to 00:11:17.455 --> 00:11:23.680 - bid. We had talked about our search display and video ads. 00:11:24.500 --> 00:11:26.366 - We talked a little about the 00:11:26.366 --> 00:11:31.580 - extensions. Um, we have our examples of a search 00:11:31.580 --> 00:11:36.080 - advertisement like you're saying, Sam, it's at the very 00:11:36.080 --> 00:11:41.580 - top of the results, but you mentioned a small piece about. 00:11:42.300 --> 00:11:45.850 - Being reputable and having this 00:11:45.850 --> 00:11:48.160 - value. Now. 00:11:49.180 --> 00:11:55.645 - Ads can both be good and bad if we put out poor ads that aren't 00:11:55.645 --> 00:12:00.817 - relevant, you know that quality score is going to go down, but. 00:12:02.170 --> 00:12:08.890 - Whenever you are browsing and the same ad continues to pop up 00:12:08.890 --> 00:12:10.570 - and it's irrelevant. 00:12:11.250 --> 00:12:14.913 - The likelihood of you wanting to actually work with that company 00:12:14.913 --> 00:12:19.242 - or by those neat new shoes that make you run faster, but they 00:12:19.242 --> 00:12:23.904 - look really ugly in your life. I don't run. Why do I want these? 00:12:23.904 --> 00:12:27.567 - The chances of you actually in the future buying with them? 00:12:28.220 --> 00:12:34.083 - And probably go down if you have that poor experience we can see 00:12:34.083 --> 00:12:38.593 - here the display advertisement blocking a third of our screen. 00:12:38.593 --> 00:12:39.946 - The video advertisement. 00:12:40.600 --> 00:12:45.990 - We do all know those pesky ******* we talked about, our 00:12:45.990 --> 00:12:50.890 - location, keywords, and I believe we left off with the 00:12:50.890 --> 00:12:51.870 - match types. 00:12:53.060 --> 00:12:55.268 - Now the match types. 00:12:56.480 --> 00:13:01.375 - They are some of the most exciting pieces, at least for 00:13:01.375 --> 00:13:07.605 - me. When it comes to determining our ad and what we want to bid 00:13:07.605 --> 00:13:12.930 - for. With a broad match, I use the example. What 00:13:12.930 --> 00:13:14.730 - was it? Kitten socks? 00:13:16.160 --> 00:13:17.925 - Or socks for kittens? That's 00:13:17.925 --> 00:13:22.184 - right. If I put socks for kittens, any search that 00:13:22.184 --> 00:13:26.100 - contains either of those three words is going to pop up. 00:13:27.020 --> 00:13:31.196 - It doesn't matter what it is. It could be athletes, socks and 00:13:31.196 --> 00:13:35.372 - will pop up in a broad match. My favorite, the modified broad 00:13:35.372 --> 00:13:39.200 - match is where you can actually lock in specific keywords. I 00:13:39.200 --> 00:13:43.028 - could lock in kittens and I could lock in socks and 00:13:43.028 --> 00:13:47.204 - basically say hey I don't care what other words are in this 00:13:47.204 --> 00:13:52.076 - search, but as long as it has kittens and socks I want to be 00:13:52.076 --> 00:13:55.556 - in that search. That's my favorite because we can expand 00:13:55.556 --> 00:13:57.992 - our horizon and we can try to 00:13:57.992 --> 00:14:02.014 - find. Additional. Um, additional viewers, 00:14:02.014 --> 00:14:05.518 - additional clicks without getting too broad in our 00:14:05.518 --> 00:14:10.336 - search phrase and exact, you know the phrases as long as 00:14:10.336 --> 00:14:14.716 - our phrases within there any word before after we're OK 00:14:14.716 --> 00:14:19.534 - with an exact means, it must be socks for kittens. Can't 00:14:19.534 --> 00:14:20.848 - be anything else. 00:14:22.870 --> 00:14:29.386 - Moving on to some of the different parts of what makes an 00:14:29.386 --> 00:14:31.558 - add our search ads. 00:14:32.370 --> 00:14:39.040 - Same thing as our organic. We have our headline and 00:14:39.040 --> 00:14:41.041 - our descripcion now. 00:14:41.870 --> 00:14:45.280 - Do either of these help? 00:14:46.190 --> 00:14:49.610 - The SCO for an ad. 00:14:50.510 --> 00:14:51.050 - Sam 00:14:52.800 --> 00:14:57.222 - yeah, because aren't these cold from the website itself or your 00:14:57.222 --> 00:14:58.830 - your web page so. 00:14:59.390 --> 00:15:02.437 - These need to be optimized well so that they have the 00:15:02.437 --> 00:15:04.930 - right keywords or the time just the right keywords. 00:15:04.930 --> 00:15:07.700 - But the key words that you will win well with. 00:15:10.360 --> 00:15:16.196 - Yeah. That is exactly correct. So yes, it does matter. The nice 00:15:16.196 --> 00:15:17.900 - thing with search ads. 00:15:18.500 --> 00:15:22.977 - I actually get to choose what Google displays. I gotta write 00:15:22.977 --> 00:15:27.454 - my own headlines and write my own descriptions. And it does 00:15:27.454 --> 00:15:31.524 - matter now. Patrick, do you think that the relevance or 00:15:31.524 --> 00:15:36.001 - quality of these will impact the amount of clicks we receive? 00:15:36.920 --> 00:15:38.000 - Yeah, absolutely. 00:15:39.640 --> 00:15:45.184 - Precisely it does. It is very important. Alot of what we do 00:15:45.184 --> 00:15:46.570 - with our ads. 00:15:47.140 --> 00:15:53.393 - Um, as we're moving back into the field is a B testing. Let's 00:15:53.393 --> 00:15:57.241 - test multiple headlines. Let's test multiple descriptions. One 00:15:57.241 --> 00:16:03.013 - of the best ways to do that, aside from making numerous ads 00:16:03.013 --> 00:16:08.785 - for the search ads we're seeing here, is what they call a 00:16:08.785 --> 00:16:10.228 - responsive search ad. 00:16:11.070 --> 00:16:14.510 - Now these ones are really fun. I create an ad. 00:16:15.250 --> 00:16:17.850 - From the graphic I. 00:16:18.540 --> 00:16:19.779 - Can put in. 00:16:20.410 --> 00:16:26.300 - Multiple graphics. I write out multiple headlines an 00:16:26.300 --> 00:16:27.600 - multiple descriptions. 00:16:29.050 --> 00:16:33.033 - Through Google's machine learning algorithm, it will 00:16:33.033 --> 00:16:37.585 - begin to cure rate the highest performing add 00:16:37.585 --> 00:16:43.275 - overtime. It will sit there mixing and matching an, doing 00:16:43.275 --> 00:16:46.120 - all the testing for us. 00:16:47.670 --> 00:16:53.396 - The great thing is, once it starts to lock in and I can see 00:16:53.396 --> 00:16:57.077 - the performance indicator rise and we're getting more business. 00:16:57.077 --> 00:17:01.985 - I can then create search ads based off of that and then 00:17:01.985 --> 00:17:06.484 - refresh or start a new responsive ad so I can start 00:17:06.484 --> 00:17:10.574 - testing additional things. That definitely makes a B testing a. 00:17:11.190 --> 00:17:13.686 - Worthwhile and relatively 00:17:13.686 --> 00:17:16.780 - painless endeavor. Now. 00:17:17.950 --> 00:17:20.990 - Add extensions, didn't talk. 00:17:21.760 --> 00:17:24.014 - Did we talk much on add extensions? 00:17:25.290 --> 00:17:26.560 - I think we're on track. 00:17:29.030 --> 00:17:35.030 - OK, great, so we have now. This actually isn't a 00:17:35.030 --> 00:17:39.230 - complete list. There are additional add extensions. 00:17:40.970 --> 00:17:45.650 - But these are quite broad, so I'll go over them and talk 00:17:45.650 --> 00:17:49.160 - about some of the other intricacies with them. So 00:17:49.160 --> 00:17:50.330 - first and foremost. 00:17:51.770 --> 00:17:57.118 - I'm going to quit you and see what you think this might be, so 00:17:57.118 --> 00:18:02.001 - Sam. Within a search ad, what do you think of 00:18:02.001 --> 00:18:03.717 - sitelink extension might be? 00:18:07.520 --> 00:18:08.080 - Search 00:18:14.780 --> 00:18:15.570 - ah. 00:18:16.590 --> 00:18:20.390 - All, I'll jump back here so you can visualize it. 00:18:21.820 --> 00:18:27.220 - The the links at the bottom, either swimming levels, 00:18:27.220 --> 00:18:32.620 - fantastic facilities, FA, Q Type exactly these are additional 00:18:32.620 --> 00:18:38.020 - links to additional pages on our website it provides. 00:18:38.660 --> 00:18:44.320 - More opportunity and variety to our advertisement. It gives me 00:18:44.320 --> 00:18:46.018 - more real estate. 00:18:46.860 --> 00:18:52.910 - Now Patrick, what might a call or a location extension be? 00:18:53.970 --> 00:18:58.988 - Sir, a call will be like a a phone number and a location. 00:18:58.988 --> 00:19:03.234 - Is that all we need is the geographical area of working 00:19:03.234 --> 00:19:03.620 - application. 00:19:06.730 --> 00:19:11.518 - That is correct. I was trying to go back, but I might have broke 00:19:11.518 --> 00:19:14.938 - it. Yeah, that's exactly correct. The call is that phone 00:19:14.938 --> 00:19:18.700 - number where Azure browsing on a mobile device primarily, you can 00:19:18.700 --> 00:19:22.804 - just click the button and call. And the great thing about a 00:19:22.804 --> 00:19:25.540 - location is. We've all used Google Maps or. 00:19:26.780 --> 00:19:32.170 - Apples version, etc. Having that location if you're a brick and 00:19:32.170 --> 00:19:38.370 - mortar store. Is really key that allows users to very rapidly and 00:19:38.370 --> 00:19:41.994 - in fewer clicks get directions to your store. 00:19:42.840 --> 00:19:46.206 - Now we have offer and app 00:19:46.206 --> 00:19:53.020 - extensions. Now app extensions, it's just a link directly to an 00:19:53.020 --> 00:19:56.640 - application. So. Uh. 00:19:57.560 --> 00:19:59.258 - Right here you can see instead 00:19:59.258 --> 00:20:01.864 - of going to. Www.theswimrevolution.com, it 00:20:01.864 --> 00:20:07.723 - could actually be a link to my. 00:20:08.540 --> 00:20:12.660 - Revolution swim application. So as soon as somebody clicks on 00:20:12.660 --> 00:20:18.016 - the phone, it opens up the App Store and goes directly to the 00:20:18.016 --> 00:20:19.664 - page where the offering. 00:20:20.410 --> 00:20:24.658 - There's actually a number of different offerings. I'm sure 00:20:24.658 --> 00:20:30.322 - that we've all seen on search ads. The little bit of Grey. 00:20:31.310 --> 00:20:35.787 - Let me say light Gray text that is under the description. 00:20:37.090 --> 00:20:42.530 - For us we usually utilizing format very similar to these 00:20:42.530 --> 00:20:48.248 - sitelinks. Where it's just, you know Fortune 500 clients free 00:20:48.248 --> 00:20:52.856 - consultation, any sort of buzzwords to get people thinking 00:20:52.856 --> 00:20:55.928 - about what we have to offer. 00:20:56.930 --> 00:21:01.572 - Come down to show the actual examples we have. Our nice 00:21:01.572 --> 00:21:03.260 - little site links here. 00:21:04.210 --> 00:21:05.310 - Our. 00:21:06.370 --> 00:21:09.700 - Call extensions are phone number. 00:21:11.990 --> 00:21:17.270 - Our location we can see in the bottom left where 00:21:17.270 --> 00:21:21.494 - actually the location, so it'll open up. Whoops, 00:21:21.494 --> 00:21:26.774 - that'll open up Google Maps for us. The offer extensions. 00:21:28.790 --> 00:21:33.398 - With this example displaying a promotion of swords, however, 00:21:33.398 --> 00:21:39.030 - for us like my examples, before rousing Fortune 500 clients free 00:21:39.030 --> 00:21:44.662 - consultation, that is something that we utilized on all of our 00:21:44.662 --> 00:21:48.758 - ads application extensions. Going directly to an app. 00:21:49.710 --> 00:21:54.040 - And then we're going to talk about Google ads retargeting. 00:21:55.500 --> 00:21:59.139 - Now, retargeting is. 00:21:59.940 --> 00:22:06.594 - Something that. Not only can be very lucrative to a 00:22:06.594 --> 00:22:11.031 - business, but it's also something that Jeremy and I 00:22:11.031 --> 00:22:15.961 - are in the process of creating some sort of black 00:22:15.961 --> 00:22:20.398 - magic wizardry to amplify our retargeting efforts. So in 00:22:20.398 --> 00:22:25.821 - your own words, Sam, what do you think retargeting is and 00:22:25.821 --> 00:22:30.258 - how do you think you could help improve the 00:22:30.258 --> 00:22:32.230 - profitability of a business? 00:22:33.580 --> 00:22:38.674 - I know this one. Retargeting is when someone has. 00:22:39.240 --> 00:22:44.040 - Seen your ad before maybe or maybe has not picked on it. 00:22:44.040 --> 00:22:48.440 - Shown some interest and kind of figure out what it is 00:22:48.440 --> 00:22:53.240 - specifically. They may have liked so so you have an ad for 00:22:53.240 --> 00:22:59.138 - Carhartt. Um? And you want to show them that your 00:22:59.138 --> 00:23:03.650 - partner is having a deal on gloves, so the original ad was 00:23:03.650 --> 00:23:07.034 - like abroad part of the campaign, then the retargeting 00:23:07.034 --> 00:23:08.538 - added Civically about floods. 00:23:10.080 --> 00:23:15.915 - Or is not for sound and then it sends it back to the website. So 00:23:15.915 --> 00:23:19.805 - it's just like a refresher for the users memory on. 00:23:21.810 --> 00:23:25.869 - On your brand and hopefully get some to hit that PDA 00:23:25.869 --> 00:23:26.976 - this time and. 00:23:28.360 --> 00:23:31.519 - Some action was it without buying or learning more. 00:23:33.220 --> 00:23:38.148 - I like that yeah exactly. It is taking users who have 00:23:38.148 --> 00:23:41.284 - previously interacted with us, didn't convert and 00:23:41.284 --> 00:23:44.420 - refreshing their memory saying hey, don't forget 00:23:44.420 --> 00:23:47.108 - about us for clarity were awesome. 00:23:48.710 --> 00:23:54.430 - It's taking user intent and trying to optimize around that. 00:23:55.100 --> 00:23:59.200 - Intent, meaning what are they searching? What pages do they 00:23:59.200 --> 00:24:00.430 - actually click on? 00:24:01.040 --> 00:24:06.364 - If somebody comes to our site and there rummaging through a 00:24:06.364 --> 00:24:10.720 - lot of sage articles or resource centers, but then 00:24:10.720 --> 00:24:15.076 - they bounce, it might be who've us to create 00:24:15.076 --> 00:24:18.948 - advertisements based on sage integrations and have it 00:24:18.948 --> 00:24:19.916 - displayed them. 00:24:21.080 --> 00:24:24.284 - Refresh the memory. Given that refresher and try to 00:24:24.284 --> 00:24:25.708 - reel them back in. 00:24:27.950 --> 00:24:34.580 - And now we're actually going to go up on go over how to 00:24:34.580 --> 00:24:40.700 - actually set up Google ads. We can see here the four pieces 00:24:40.700 --> 00:24:45.290 - linking Google Analytics or adding these UTM codes and 00:24:45.290 --> 00:24:50.390 - setting up our tracking for conversions. And the last one, 00:24:50.390 --> 00:24:55.490 - which is something that we've recently done with Zoho. We 00:24:55.490 --> 00:24:57.530 - didn't with agile is. 00:24:57.580 --> 00:25:00.100 - Integrating our Google ads with. 00:25:00.660 --> 00:25:07.264 - Our CRM. And before we get to that last one, I'm 00:25:07.264 --> 00:25:12.856 - going to ask you all why you think it might be important 00:25:12.856 --> 00:25:15.652 - to integrate our advertisement platform with 00:25:15.652 --> 00:25:16.584 - our CRM. 00:25:17.820 --> 00:25:22.221 - So first linking the Google Analytics account whenever we 00:25:22.221 --> 00:25:27.111 - have our ads. There are different metrics and KPIs that 00:25:27.111 --> 00:25:33.468 - we want to keep track of. Make sure that these are doing well. 00:25:34.200 --> 00:25:39.912 - Now I can see a lot of that in Google ads I can see. 00:25:40.640 --> 00:25:45.212 - The majority of that, however, when I can't see from there, is. 00:25:45.212 --> 00:25:50.546 - What if the user clicks on an ad and then starts surf in our 00:25:50.546 --> 00:25:54.356 - website, rummaging through all the nooks and crannies, I'm not 00:25:54.356 --> 00:25:59.690 - going to see that in Google ads, I'm just going to see a click 00:25:59.690 --> 00:26:04.262 - not going to see anything else, but when we link with Google 00:26:04.262 --> 00:26:08.453 - Analytics, we can actually start tracking a more granular set of 00:26:08.453 --> 00:26:14.569 - data points. Which can make it highly lucrative. 2 hour AB 00:26:14.569 --> 00:26:18.988 - testing, analyzing our landing pages. Was it a bounce? 00:26:20.810 --> 00:26:24.548 - Now bounce rate or somebody bounces. 00:26:25.710 --> 00:26:29.164 - Patrick, what do you think that might mean? If somebody bounces 00:26:29.164 --> 00:26:31.048 - when they hit a web page? 00:26:32.060 --> 00:26:35.742 - Yes, Sir, that's exactly why do all day as well. Where I just go 00:26:35.742 --> 00:26:38.109 - in, click something, take a quick look at it. 00:26:38.880 --> 00:26:44.136 - Get out there. Exactly hit a page and you know like I'm 00:26:44.136 --> 00:26:48.864 - getting the heck out of Dodge. You didn't take any actions you 00:26:48.864 --> 00:26:53.592 - didn't click around. Now in Google ads I can't see any of 00:26:53.592 --> 00:26:55.562 - that, but Google Analytics I 00:26:55.562 --> 00:27:02.374 - can. And the process that will be following is. We will have a 00:27:02.374 --> 00:27:03.835 - specific URL path. 00:27:04.450 --> 00:27:09.752 - That will be slash landing slash and then insert campaign name 00:27:09.752 --> 00:27:11.198 - here sage integration. 00:27:12.300 --> 00:27:16.150 - So whenever I go into Google Analytics, I can filter by 00:27:16.150 --> 00:27:17.200 - that slash landing. 00:27:18.270 --> 00:27:22.834 - Now. There's some additional pieces of analytics that you 00:27:22.834 --> 00:27:27.432 - actually have to link up. It's unfortunately not as easy as 00:27:27.432 --> 00:27:32.448 - just click the button and you're good to go. You have something 00:27:32.448 --> 00:27:36.628 - called you TM codes. The urgent tracking module codes, and. 00:27:37.570 --> 00:27:41.866 - You've all probably seen this whenever you click on a URL, it 00:27:41.866 --> 00:27:46.520 - has the base URL, then a question mark and then a ton of 00:27:46.520 --> 00:27:47.952 - other things behind it. 00:27:48.590 --> 00:27:50.198 - Whenever you see that. 00:27:50.850 --> 00:27:55.494 - You are actively putting some data into whatever database 00:27:55.494 --> 00:28:02.202 - they're doing for us, aside from using the UTM code so that we 00:28:02.202 --> 00:28:08.394 - can track in Google Analytics. We also have our own set of 00:28:08.394 --> 00:28:14.754 - UTM codes. Um, we can track a number of different things 00:28:14.754 --> 00:28:16.242 - with critics so. 00:28:17.270 --> 00:28:21.815 - You TM codes are highly important whenever you are 00:28:21.815 --> 00:28:23.330 - creating your ads. 00:28:23.950 --> 00:28:30.106 - These generally are on the ad group level or 00:28:30.106 --> 00:28:32.158 - the campaign level. 00:28:34.280 --> 00:28:38.518 - Usually I like to keep it on the campaign level because one of 00:28:38.518 --> 00:28:40.474 - the UTM codes will actually call 00:28:40.474 --> 00:28:46.225 - or. Record a specific ad group as well as a specific ad. 00:28:47.050 --> 00:28:51.130 - Um, and by having it on the campaign level, Sam, why do 00:28:51.130 --> 00:28:54.870 - you think it might be beneficial to have it at such 00:28:54.870 --> 00:28:57.930 - a high level instead of on each individual ad? 00:29:03.150 --> 00:29:07.140 - You can track how your campaign is doing overall and. 00:29:09.640 --> 00:29:13.831 - Especially if all the ads weather, even if it's like a 00:29:13.831 --> 00:29:15.355 - diverse design or diverse. 00:29:18.120 --> 00:29:18.928 - I don't know how. 00:29:20.070 --> 00:29:23.715 - I'm using banners example like diverse set of banners. 00:29:23.715 --> 00:29:28.170 - They're all still linking to the same place, so you wanted 00:29:28.170 --> 00:29:29.790 - to see how like. 00:29:31.270 --> 00:29:36.394 - Which ways work best for getting into the site that makes sense? 00:29:36.394 --> 00:29:40.237 - I might just butchered that explanation, no, no, that's 00:29:40.237 --> 00:29:41.518 - great, that's great. 00:29:42.960 --> 00:29:49.725 - Definitely on the right track. If I have a campaign that 00:29:49.725 --> 00:29:54.645 - goes over Microsoft Dynamics integrations, well there are 00:29:54.645 --> 00:29:58.950 - multiple types of Microsoft Dynamics integrations or 00:29:58.950 --> 00:30:05.326 - multiple system. You have NAV CR M365A XGP. 00:30:06.190 --> 00:30:11.364 - If I have a campaign that I decide to house all of those 00:30:11.364 --> 00:30:13.354 - within just different ad groups. 00:30:14.060 --> 00:30:19.970 - It would be a little bit of a pain to make sure that I have 00:30:19.970 --> 00:30:22.334 - the tracking snippet on each one 00:30:22.334 --> 00:30:27.446 - individually. And we do something similar with CSS code. 00:30:27.446 --> 00:30:30.488 - If I have a specific style. 00:30:31.280 --> 00:30:37.454 - Let's say for instance a font style. If I were to have that on 00:30:37.454 --> 00:30:42.305 - multiple different landing pages and one day, we're like if this 00:30:42.305 --> 00:30:44.510 - Gibson fonts terrible, let's go 00:30:44.510 --> 00:30:50.913 - to. Let's go to sands something or another, or times 00:30:50.913 --> 00:30:53.221 - new Roman everyones favorite. 00:30:54.770 --> 00:30:58.886 - Be really easy to be able to edit it in one place 00:30:58.886 --> 00:31:01.973 - than multiple, so we utilized that not just for 00:31:01.973 --> 00:31:05.060 - the UTM codes at the campaign level, but also 00:31:05.060 --> 00:31:06.089 - our own codes. 00:31:07.680 --> 00:31:10.875 - Conversion tracking, for the most part, it's pretty self 00:31:10.875 --> 00:31:15.135 - explanatory. We want to know how many leads we required from our 00:31:15.135 --> 00:31:19.679 - ad campaigns. And back to why we would want to link with Google 00:31:19.679 --> 00:31:25.227 - Analytics. Google Adwords if somebody hits a landing page and 00:31:25.227 --> 00:31:27.642 - they convert, it's going to 00:31:27.642 --> 00:31:31.499 - track them. But what if? 00:31:32.130 --> 00:31:36.288 - That user. Hits our website through an ad. 00:31:36.840 --> 00:31:41.110 - And they surf around and like, Yadda Yadda, Alright, That's 00:31:41.110 --> 00:31:42.818 - cool and they leave. 00:31:43.650 --> 00:31:49.461 - If they want to come back to our site and then convert, Google 00:31:49.461 --> 00:31:54.378 - ads isn't going to record that Google ads won't even know. 00:31:54.378 --> 00:31:58.401 - However, analytics will know that somebody converted, and by 00:31:58.401 --> 00:32:03.765 - utilizing the UTM codes and giving the user a unique ID, we 00:32:03.765 --> 00:32:08.235 - can actually get attribute that conversion to an ad campaign. 00:32:09.550 --> 00:32:16.648 - Now the next piece that I asked is why would we want to 00:32:16.648 --> 00:32:19.378 - integrate Google ads with our 00:32:19.378 --> 00:32:21.990 - CRM? Now first. 00:32:23.330 --> 00:32:25.190 - Patrick, what is a CRM? 00:32:29.670 --> 00:32:36.246 - CRM is a location where well platform that you can use to 00:32:36.246 --> 00:32:38.438 - manage your conversion rates. 00:32:40.130 --> 00:32:45.003 - So like DNN, for example, is sort of Assyrian. Not entirely, 00:32:45.003 --> 00:32:48.104 - but a pseudo CRM if you will. 00:32:50.690 --> 00:32:52.110 - OK, so. 00:32:53.420 --> 00:32:56.192 - Sam, what do you think of Siri might be? 00:32:58.540 --> 00:33:00.040 - I think its so ho. 00:33:01.760 --> 00:33:06.520 - Again, it's a platform like Patrick said that manage is. 00:33:09.000 --> 00:33:09.370 - Hey. 00:33:11.250 --> 00:33:14.190 - Yeah, I mean conversion rate is the first thing that 00:33:14.190 --> 00:33:15.660 - comes to mind or just? 00:33:19.390 --> 00:33:19.780 - Man. 00:33:21.310 --> 00:33:22.820 - I'm trying to explain Soho. 00:33:24.380 --> 00:33:29.519 - About it is like lead generation and potential like. 00:33:30.110 --> 00:33:32.290 - Contacts and things like that. 00:33:33.280 --> 00:33:38.670 - OK, we're certainly getting there. So DNS EMS to manage 00:33:38.670 --> 00:33:45.138 - content and Zoho. Yes it is a CRM which stands for customer 00:33:45.138 --> 00:33:51.067 - relationship management. This is where we record all of our leads 00:33:51.067 --> 00:33:56.996 - that come in. Who they were. Any of the communication between 00:33:56.996 --> 00:34:03.044 - them. We can then track the state of a lead. 00:34:03.950 --> 00:34:07.690 - Whether they just came in, they've been followed up with 00:34:07.690 --> 00:34:12.552 - three or four times. This is how we track that pipeline as well 00:34:12.552 --> 00:34:17.414 - as our deals pipeline. Once we get numbers in front of them an 00:34:17.414 --> 00:34:20.780 - estimate, we then want to track the process there. 00:34:22.660 --> 00:34:29.073 - Zoho is our chosen CRM and it's been really helpful. Jeremy 00:34:29.073 --> 00:34:34.903 - has built out an extensive blueprint where we can actually 00:34:34.903 --> 00:34:38.401 - automate a lot of this process 00:34:38.401 --> 00:34:44.430 - so. Knowing this, why would be even want to integrate Google 00:34:44.430 --> 00:34:46.266 - ads with our CRM? 00:34:46.920 --> 00:34:50.378 - I'm going to go Sam. Why do you think that might be the case? 00:34:51.470 --> 00:34:51.950 - Can you see that? 00:34:55.290 --> 00:35:01.575 - So knowing what we do now about what a CRM is, why would we be 00:35:01.575 --> 00:35:04.927 - interested in integrating Google ads with our CRM? 00:35:07.280 --> 00:35:11.850 - Um? Just to have as much data as possible on the 00:35:11.850 --> 00:35:13.138 - visitors of our site. 00:35:16.330 --> 00:35:19.390 - And then like you said, to be able to follow up with 00:35:19.390 --> 00:35:20.410 - them and maintain contact. 00:35:22.120 --> 00:35:28.742 - Yeah, yeah, definitely. With our Google ads, we want to be 00:35:28.742 --> 00:35:34.762 - able to attribute leads and conversions to specific ads and 00:35:34.762 --> 00:35:37.772 - ad campaigns by integrating with 00:35:37.772 --> 00:35:44.399 - our CRM. Not only are we sitting out tracking the lead itself and 00:35:44.399 --> 00:35:49.228 - the process, but we're able to give the correct Attribution to 00:35:49.228 --> 00:35:54.057 - our ads, which is a very accurate and important way of 00:35:54.057 --> 00:35:57.130 - tracking our return on investments. Our ROI. 00:35:58.480 --> 00:36:03.198 - And now we get it to a fun piece. the Google ads at bidding 00:36:03.198 --> 00:36:06.905 - strategies. As you can see here, we've got our automated versus 00:36:06.905 --> 00:36:12.234 - manual bidding. Bidding on branded search terms, which is 00:36:12.234 --> 00:36:15.486 - an interesting one and the cost 00:36:15.486 --> 00:36:20.499 - per acquisition. So automated versus manual, it's it's exactly 00:36:20.499 --> 00:36:25.863 - what it sounds like. Google has its own machine learning its own 00:36:25.863 --> 00:36:29.886 - algorithms and having automated bidding just allows us to 00:36:29.886 --> 00:36:34.803 - utilize that we're we can have it target specific metrics where 00:36:34.803 --> 00:36:40.167 - we may want to get more clicks, so we tell Google Hey. 00:36:40.750 --> 00:36:45.573 - Display our ads when we're going to get the most clicks or when 00:36:45.573 --> 00:36:47.799 - we will have the highest amount 00:36:47.799 --> 00:36:53.976 - of impressions. Manual you can get very granular with the 00:36:53.976 --> 00:37:01.704 - control. I can say hey at 3:30 on Fridays I don't want her ads 00:37:01.704 --> 00:37:03.360 - to show or. 00:37:04.890 --> 00:37:10.756 - During the weekend, I don't want to show it all or I wanted very 00:37:10.756 --> 00:37:15.365 - low. During those times we can get very very granular, which 00:37:15.365 --> 00:37:17.460 - can be both. Yes, Sam. 00:37:18.140 --> 00:37:23.554 - Um? Do you ever like do a mix of these two, like from Monday to 00:37:23.554 --> 00:37:26.986 - Friday so you have it automated and then like use the manual 00:37:26.986 --> 00:37:30.132 - portion of turn it off for the weekend? Or have it? 00:37:30.930 --> 00:37:35.020 - Set specific times during the weekend? Yeah, so we have 00:37:35.020 --> 00:37:39.519 - utilized both. There are times where it's really easy to allow 00:37:39.519 --> 00:37:43.200 - Google to automate for impressions and clicks at the 00:37:43.200 --> 00:37:48.517 - start of a campaign where we can slowly find that sweet spot and 00:37:48.517 --> 00:37:52.607 - kind of similar to the responsive search ads and the 00:37:52.607 --> 00:37:57.515 - non responsive search ads. Once we start to get into that sweet 00:37:57.515 --> 00:38:02.423 - spot, it's pretty nice to be able to jump into a manual 00:38:02.423 --> 00:38:06.890 - bidding. Process because then I can really start to fine tune 00:38:06.890 --> 00:38:12.448 - exactly what I'm looking for out of my ads now. Bidding for an ad 00:38:12.448 --> 00:38:16.418 - automated during the week and then during the weekend not. 00:38:17.080 --> 00:38:21.360 - Not necessarily something that we have done, although I mean 00:38:21.360 --> 00:38:26.068 - really anything is possible. I mean, every Friday I could go 00:38:26.068 --> 00:38:31.204 - into our ads, change the bidding strategy and go to manual and 00:38:31.204 --> 00:38:32.916 - swap things up. Certainly 00:38:32.916 --> 00:38:39.540 - possible now. There is one worry whenever it comes to bidding in 00:38:39.540 --> 00:38:45.527 - general. Is the way Google allocates our funds. 00:38:46.130 --> 00:38:48.650 - We usually give it a. 00:38:49.230 --> 00:38:55.818 - Weekly fund Admiral uses daily, but even though I may give a 00:38:55.818 --> 00:39:01.308 - specified amount of funds for a week or a day. 00:39:02.070 --> 00:39:07.569 - It's going to take every day in a month and aggregate that into 00:39:07.569 --> 00:39:13.910 - $1 amount. And it could spend all of that money in one day if 00:39:13.910 --> 00:39:15.860 - it wanted to, which is. 00:39:16.540 --> 00:39:20.040 - It's a little frustrating. We've certainly had issues with that, 00:39:20.040 --> 00:39:23.890 - and that's where you don't want. Yeah, jumping into some manual 00:39:23.890 --> 00:39:25.290 - bidding could help that. 00:39:26.190 --> 00:39:29.010 - Now. Bidding on branded search 00:39:29.010 --> 00:39:34.952 - terms is. Something that we have not thoroughly utilized. You can 00:39:34.952 --> 00:39:39.254 - see here the example bidding on clarity E Commerce. 00:39:40.950 --> 00:39:45.279 - Patrick, why do you think we would want to bid on a search 00:39:45.279 --> 00:39:46.944 - term that we're probably ranking 00:39:46.944 --> 00:39:50.930 - for 'cause? To my knowledge, we're the only ones that will be 00:39:50.930 --> 00:39:53.878 - selling clarity, Commerce. Why would I want to bid for that? 00:39:56.920 --> 00:39:57.810 - I'm. 00:40:02.550 --> 00:40:06.492 - Well I is it. Is it to to establish? 00:40:07.770 --> 00:40:11.650 - Dominance over that. Keep those keywords search terms. 00:40:12.910 --> 00:40:16.940 - That is definitely 1/2 of it. Sam. Do you know the other half? 00:40:17.940 --> 00:40:19.680 - We've even talked about it earlier. 00:40:22.870 --> 00:40:23.660 - Reputation. 00:40:27.470 --> 00:40:33.190 - OK, you know what we could say that that's a third ordeal, or 00:40:33.190 --> 00:40:35.390 - second out of three then? 00:40:37.250 --> 00:40:41.120 - Opportunity and brand awareness. The more opportunity we have to 00:40:41.120 --> 00:40:45.377 - get clicked on, the higher the likelihood that we're going to 00:40:45.377 --> 00:40:49.634 - get somebody to click on an advertisement and that we are 00:40:49.634 --> 00:40:52.343 - going to get a conversion out of 00:40:52.343 --> 00:40:55.190 - that. Um also. 00:40:55.850 --> 00:40:59.972 - If we're bidding on clarity, Commerce on that opportunity 00:40:59.972 --> 00:41:04.552 - piece. Oh man, if you search Google or sorry, clarity, 00:41:04.552 --> 00:41:10.506 - Commerce, and the first 2 ads are from us and then the first 00:41:10.506 --> 00:41:16.002 - handful of search results are from us. Oh wow. I mean, not 00:41:16.002 --> 00:41:18.750 - only will there's a sense of. 00:41:19.600 --> 00:41:22.786 - Reputable ability, if that's a word. 00:41:24.390 --> 00:41:26.430 - That we are a reputable company. 00:41:27.000 --> 00:41:33.368 - AM. People are probably end up clicking on us now. The last one 00:41:33.368 --> 00:41:35.438 - is the cost per acquisition. 00:41:36.160 --> 00:41:36.930 - Now. 00:41:38.150 --> 00:41:43.456 - This is bidding on a specific action. 00:41:44.880 --> 00:41:50.520 - In particular, this example for CPA is the actual conversions. 00:41:51.240 --> 00:41:55.035 - But there are a number of other ways that I can. 00:41:56.490 --> 00:42:01.106 - Can focus on like I mentioned, clicks or 00:42:01.106 --> 00:42:02.837 - impressions or conversion.