Speaker 1:

Okay, good afternoon everyone. I hope you can all see me share my screen. Let me just make sure, right, just a few things before we get started. If you’ve got any questions, please just use the chat or you can use the q a button right there. So if you got any questions, put them in there and I will try and answer them as quickly as possible as we go along with our webinar. So we are looking at seven actions to manage your Google ads successfully. I know many of us, some of us are actually running campaigns and we’re looking for ways to improve them to maximize our results. So we’re going to look at just a few things that we can do around that. And there’s a lot of things you can do in Google Ads. It also depends on the type of campaigns you’re running, whether they search Performance max display, Google Ads is a huge platform and there’s a lot that we can do to maximize our performance based on our goals and objectives. So bit about myself. My name is Mike. I’m a Google and specialist.

I’ve been running campaigns for a long time managing, I’m a Google partner as well, so always looking to help people run and set up effective campaigns. I’m actually working with some of you guys on this line today. Eugene, sorry if I got your name right you say you have a campaign running, could you look into it? Yeah I’d be happy to. At some point we can discuss that, that’s not a problem. But today we just want to look at a few things and we’ll go from there and see what we can do to maximize our campaigns. As I mentioned, just send your question there. You can use the chat on the q and a and I will get into them and answer them. Okay, let’s go into straight into it. So we’re going to look at some of the actions, the seven actions that we can take to really improve our campaigns and what really going to focus on is search campaigns mainly.

Cause many of us run search campaigns and many of the fundamentals are similar. So the first thing that we need to look at is our bid strategy. And the reason I start with bid strategy is because when you make a bid strategy change, you are making one of the major changes in your campaign. In fact, when you make a bid strategy change your campaign’s going to some kind of learning mode and so you know, need to give it some time to run very different from when you maybe set up new ads and so forth. You can let them run for some time. But bid strategy is a major change and one that has huge impact on the performance of our campaign. So I’m going to show you just what I mean by bid strategies so we can understand what we are talking about. Let me just go over here and then I’m going to just hide that and then go into my campaigns.

So I’m in my Google ads account and so I can see my various campaigns in here and when I look at my search campaigns, so for example, if I go into this one and I go to settings, I can see, I hope everyone can see this let us know if there’s any technical issues or sound problems that you are hearing. So I can go into my campaign and I can see what bead I’m actually using. So in this campaign I’m using manual C P C and one of the things you will know about Google Ads is we’ve got two bidding strategy types. So we’ve got automated and we’ve got manual. Now when I first set up this campaign, I was running an automator based strategy, maximize clicks, and often you want to start with that but with a lot of optimization and control and changes, I then changed it to a manual C P C and the performance has been good. So that’s what I have learned from running my own campaigns. But when we are talking about building strategy updates, it’s really about understanding what you’re looking to achieve. So what is it that you want to achieve with your bid strategy? And as I mentioned, we’ve got automated and manual, so these all play different roles. So maximize clicks, we’ll try and get you as many clicks as possible, maximize conversions, as many conversions as possible. And that one also comes with a target

Speaker 2:

Cost per acquisition. So you could set a target cost per acquisition to say, well we don’t want to pay more than 20 pounds for each conversion that we get. And then we’ve got maximized conversion value and that’s really about getting a as much value or revenue and sales from our campaigns and it also comes with the return on ad spend bid strategy that one. So the thing is what we want to do is make sure that we are picking the right one based on our goals and especially when you’re setting up a campaign, you are able to see that and see which one to go with based on your goals. But if you’ve been running it for a while, it’s important to know what each of these play. And then you’ve got target impression share which helps you try and get as much impressions as and clicks as possible for your budget.

One of the things you’ll notice in fact I do this as well, sometimes when you’re looking at a B strategy you’ve got learning resources right there so you can click on them and then it gives you more information about what this is and what it does for you. So it’s important to understand that you can obviously have somebody managing your campaigns and so forth, but it’s also important for you to understand what each of these do for your campaigns. So when should you really change it? It depends on many factors. One is maybe when performance is not so great in your campaigns and you want to test and try out different things and see if another big strategy can help you with that. One of the things you will notice if you go into recommendations, for example sometimes you will get a recommendation to change your bid strategy.

Let me see if I’ve got one. It’s not always the case that you should just take it and implement it. It should actually make sense for your campaigns before you implement it. So you need to be really understand exactly what the recommendation is and then change if necessary. Let me see if I can find another one that may have a recommendation to change B strategy In this one we don’t have but right, so there we’ve got one in this campaign. So it’s saying top recommendation bid more efficiently with maximize conversions. So I can look at this and then decide if I view the recommendation, I can look and it’ll tell me estimate and things like that. Now I’m going to come to something else after this on the second point about maximizing your campaigns. But if you’re going to do it manually or change it in here, as I mentioned, you need to give it some time to go through a learning phase. So maybe give it about a week. It obviously depends on how much traffic you are getting and so on and so forth. But the week sometimes is okay, especially if you’re getting decent volumes and stuff and then you can then see what performance you’re getting and stuff.

Steve is asking Mike, am I correct in thinking that? Let me answer this in thinking that if you are off manual cbc, Google optimized by using the highest price popular keywords. To be honest Steve, I haven’t heard that before and no, I don’t think that’s the case. What happens with manual cpc? Manual cpc, the major difference between manual and automated is the fact that automated is an auction time building strategy. So the bids are set at auction time, whereas with manual when I say auction time, I mean when your ads are eligible to show up on Google alongside others. Now with manual, you setting a maximum amount and you’re not setting it at auction time. So you’re saying I don’t want to spend more than two pounds for example, but you won’t pay two pounds. What you pay is the minimum to help you pass the next competitor’s rent threshold.

There’s a calculation around that. So if your next competitor is one pound 50, you are going to pay one pound 51. There’s an rent threshold factor that comes into it, but you only pay one P above the next competitor and that’s based on a keyword by keyword. It’s not based on anything else in the campaigns and stuff. So it’s just based on really manual CPC is really based on what everybody else is paying behind you and entering thresholds and things like that. So that’s how we work. I hope that answers it for you Steve. Okay so that’s that. Now, one other thing I would recommend, and this comes to our second point on big strategy and updating it, is share my screen. We need to create custom experiments. Now the best way and the best approach to maximizing your bid strategy is what I would recommend is don’t just change it in the campaign, especially if you’re getting some good results and performance is not too bad.

What you should try and do is try and create a custom experiment. So I’m going to try and create one quickly so you guys can see how it kind of works. There’s many things you can test, but bid strategy is one of the most main things that we test. I mean most tests that I do in experiments usually revolve around bid strategy. So I’m going to show you guys just how to create bid strategy based on to create an experiment based on a big strategy that we want to test. So I’ll go back to my account and then now if we want to get to experiments, what we need to do is let me go back to campaign with that one. And so if I go to my campaign and lemme change this to all enabled. So if I want for example to run an experiment with this search campaign, so let’s see what big strategy we have.

So if I go into settings and I can see I’ve got maximized clicks on this one, so I could say let’s test target cost per acquisition alongside this and then see will it work for us? Obviously it’s not, it’s going to run after a day after we set it up. So what we need to do is go back there, go to our campaigns and then we scroll down and then lemme see experiments right there. So this is where we can set up our experiments. Somebody else Nick, you are asking if your daily budget is a hundred pound a day, how much could you potentially spend in a day? Okay, budget is a factor, but the thing about it is when you set a hundred pounds what you’re saying, you don’t want it to go above that, but sometimes you’re going to spend less, sometimes you’re going to spend more, but Google will never charge you more than, so if you are, you add a hundred pounds and you’re running the 30 days, so that’s 3000 pounds.

Even if they spend more on some days they won’t charge you more than 3000 pounds for that 30 day period or for that month. Even if it goes above, it usually doesn’t go above twice that number so it won’t go above 200 pounds. But just be aware that you are not going to be charged more than 3000 pounds if you’re running it over a 30 day period or something like that. But there are factors which come into play if you keep changing the budget and so on and so forth throughout the month it keeps adjusting and it can be a bit confusing, but they don’t usually charge you more than your daily budget times the number of days in a month, which is actually 30.4 or something like that. I hope that that that’s helped. Okay, so now we want to run an experiment and see based on that campaign.

So all we need to do is just create our experiment right there and we want to maybe create a custom experiment and then base it on a search campaign and then we go continue and then we say let’s give it a name. So we want to test maybe target epa, PPC campaign, something like that. Just give it something memorable, something that will make it easy for you to remember. So I’m going to show you guys quickly how we do this. Then we’ve got our base campaign is the one we want to test against. So we go PPC university and then there’s a suffix for the treat, the treatment name or whatever. And so we’ve got our campaign there, the base one that we are testing against and so we go save and continue and yeah, there we go. You see how quickly that is. So we’ve already set it up and it’s right there, but we haven’t completed everything we need to make just that one change.

So if I go into that I could say, well that’s our campaign, the one we want to test. So I can go into settings and then go, remember it’s copied everything from the base campaign so we can then go into our bidding and then change just this one thing that we want to change so we can change to conversions. Target cpa, yeah, it recommends 28 pounds and that’s fine or we can change it to whatever we want, maybe even 25 pounds. And then save. Don’t set it too low because if you set it too low then sometimes the system struggles to be efficient because it’s automated a lot of it and it may not struggle to get you some of the right positions for you to do well. So that’s the campaign of make just the one thing. And when you’re running experiments, try not to test too many different things at the same time.

So this is more like a split test. Try and test one thing at a time and learn from that and then move on to something else. Maybe next time you can test your ads and so forth. So that’s our campaign right there gives us just an insight about what’s in there and some of the ads and the locations we are targeting. And once we’re happy with that we can just look at our schedule and say what are the metrics that we are trying to achieve? So we can pick two goals and say for example we want our cost per conversion to decrease or something like that. Cost per conversion, usually we want it to be lower, so that’s a great thing, we can just go with that. But we could also say, well we also want our conversions to increase something like that and just play around with this and see what makes sense for you based on your business and whatever you’re trying to do.

So if you’re helping with that and then you need to pick your experiment split ideally I would say split it between 50 50% your trial campaign and your base campaign. So it says select a portion of your original campaigns, traffic and budget for the experiment can move this around if you want. But yeah, let’s little bit 50%, something like that and we can always adjust adjusted maybe later. And then you can set a date when you want it to run. Generally you can’t start it today, it’s always from tomorrow going forward. So anytime in the future and then you can say duration 14 days, usually standard or you can run it indefinitely if you want and then stop it whenever you want. That will depend on things like your traffic and so forth. And then an important thing, sometimes the base campaign, sometimes you may make some changes to it so you can allow the system to sync those changes to your changes made to your base campaign to be synced into your trial campaign so that you still have the same information because if you change anything on the base campaign and you don’t change it in our trial campaign, then it really messes up the experiment.

So I would say leave the sync on and then that’s it and you are done and you are good to go. All you need to do is create experiments and then you’re good to go. I’m not going to create that cause that’s not an experiment I want to run, but it’s that simple. But there’s so many different experiments that you can create and so many things you can test and so many things you can run and I highly recommend you try them. So that’s my second tip on how to improve actions to improve your campaigns. Now we’re going to look at something that’s also very important which relates to our audiences so we can use audience targeting. Now if you remember I mentioned at the beginning we are really focusing on search campaigns here. Now my advice to a lot of clients I work with and people I work with is just when you’re starting a campaign try and target all the audiences out there.

Don’t narrow it down too much. So I know some of us, maybe we are targeting people above the age of 45 or maybe age is 18 to 34 and so forth, that’s fine, you can limit it. But for many businesses we are not always too sure who is behind those searches. In fact, sometimes the Google system doesn’t even know have enough data so it’ll come up as unknown whether it’s gender or whether it’s age and stuff like that. So I’ll show you now what I’m talking about in terms of audiences. Audiences are fine and they’re important if you’re running display and things like video and stuff like that for search, our primary way we are advertising with search campaigns is keywords. So as long as the keyword is relevant, as long as the search is relevant, important for us to appear for it and then later we can optimize for audiences and stuff.

So I’m sure you just based on just one campaign so we can see what we are talking about. So if I go in there for example, I can go goland uk. Now you can set in even in search campaigns, you can set all types of audiences, even lifestyle and so on and so forth. But I want to focus on things like demographics, the basic ones that may be more important for some people, especially when it comes to search ads and that kind of thing. So we can go audiences and then we can go edit maybe at the campaign level. Well even in here this, let me show you this, this is where you can actually assign some of these audiences if you are really sure about them and they’re relevant for your business. So can set for example if you can target in your search campaign people who are in the business services kind of areas.

But as I mentioned with the search campaign, it’s not always the case that we set up this kind of targeting because you then narrow it down too much unless you’ve got a lot of data and now you understand based on audiences. But many times what we’re looking at is things like this. So age, gender, household income, a lot of this obviously is for B2C and so on and so forth, but it’s also quite relevant for b2b. Now one of the things you’ll notice, as I mentioned, we’ve got our age brackets right there, but we also have unknown recently I was doing some training and someone asked me, how does Google know all this information about who is within an age and so on and so forth. The reality is that most people now have a Google account of some sort. So if you’ve got Gmail, even if you’re not doing anything else, they have your data, especially if you’ve given them the right data, they have information and many of us have got Gmail accounts, we’ve got Google accounts, we’ve got YouTube and so on and so forth.

So they collect this data and stuff, but there’s still a large number of people that they don’t have much data on. So you can see it right there. You can target them but you can exclude them as well. And same thing with gender. So we’ve got female, male, unknown and unknown is quite high differs for different industries. For some industries you’ll find this is higher, male is lower or higher just depends on what you’re promoting and so on and so forth. And then household income in this case unknown. So these are some of the demographics that we can set. So if you’ve reached a point where maybe you’ve decided, you know what, I want to target people of a certain age group so we can have it right here.

Oh yeah, down there. Household income targeting is only available in select countries generally Western US can uk, Canada, Australia, those kind of countries. Yeah, so these are really the primary ones. We’ve got a question why does Google ads sometimes not trigger the target keyword in an exact mesh type campaign but instead delivering optimized for the closed variance? I think I’ll try and answer that somewhere near the end. Thank you for that question. Let me just try and complete this then we’ll come to that shortly. So the thing is these are some of the metrics. So you can always either deselect the ones that you don’t want and just focus on the ones you want, whatever makes sense for you, and then save it. And then when you’re now looking at your reports you’ll be able to see down here, just as you would normally look at keywords and stuff like that, you can see how many are coming from unknown clicks, impressions, click to rate average cost by click, how many conversions we’re getting from each of them.

Now if you’ve been running them for a while, you then see which ones are your best performing, but try and get some significant data first before you do this. And I usually just discourage people from doing it when they’re just launching ppp C campaign and that sort of thing. So it’s just something to be aware of. Audience targeting. If you’re going to do display advertising, then look at the other audiences as well. Google is a very large platform. The Google network has got over 3 million websites that are part of its network. So you can advertise on all kinds of placements and apps and you can create display campaigns, video campaigns, and you can create audiences right here if you wanted to and then run them. Another thing is you can actually add audiences like I’ve done here but not actually bid on them. They’re just in observation.

So you can then see how they actually performing but you’re not actually not only down in most cases, but you can then maybe put a big adjustment if you wanted and then actually go after them in that campaign or whatever other campaign you’re running. So any questions around this feel free to ask. Now the fourth thing that we need to come to is negative keywords and creating negative keyword list. First thing to do, creating a negative keyword list is something you should do when you get started. When you first create your campaign based on your knowledge of the industry, there are some words that just don’t do well for your industry and one of the ways to find them is when we’re setting up campaigns, we need to do keyword research. So we need to research what we call positive keywords. These are keyword words that we want to target and that we want to reach that question.

I’m going to come to it when we come to match types and why exact match doesn’t seem to be exact match anymore. A lot of things that have happened around that. So negative keywords when you’re looking for keywords also look out for negative keywords and block any that are not relevant and Adam is negative keyword list in your campaigns or at the account level and assign them to different campaigns. So that’s something all of us really should be doing. So I’m going to show you quickly how we can add some negative keywords. Now if you are just starting, say you are starting a new campaign, obviously you go to tools and settings and then you’ve got your keyword planner tool there and that tool is going to help you with your keyword research so you can discover new keywords. But as you’re searching you’re going to find some words which also relate to your keywords but are not relevant. So you can take them and add them as negative keywords and that’s something I’m going to show you.

Yeah, I’ll come to that as well. You are asking when to use match types for negative keywords, phrase versus broad match. Okay, yeah. Now that’s an important one and I’ll show you how match types, match types for negative keywords are similar for positive but they are some slight differences. You can have match types around that. So I’ll show you now what I’m talking about. So if I’m go into Google uk, this is my campaign so you can see what I’m talking about. So I’ve got my keywords there. Then I’ve also got my search terms right here. The search is that I’m getting for my campaign. Now if I decided, you know what, I don’t want my ad appearing for Google admin manager, I can select it and add it as a negative keyword. I can add it as a keyword as well if I want, but because it’s already a P peering, maybe not really necessarily add it as a keyword, but if I wanted to block a particular word like that, I would select it and add as negative keyword and then I can add it at the ad group level, campaign level or negative keyword list.

If you notice based on mass types, this has changed it automatically to exact match because of selected it right there. So it’s going to add it as an exact match. One thing I’ve noticed maybe people have seen different, but I’m very sure of this exact match with negative keywords is exact match. Even if someone searches, it’s a different thing altogether with negative keywords. Exact match is exact only searches which are in this order with these exact words are going to be blocked if you put it as exact match. Now if you put it as phrase match it’s going to block exactly like this, but sometimes with other words around it. So you need to be careful about this one. So it could even block if someone search as Google manager in London. Yeah, because we’ve got it exactly within those quotation marks. It’s different now for positive and I’m still some of you guys who’ve been running campaigns have noticed, which goes back to the question as well that was asked by anonymous attendee when to use mastai for negative keywords phrase versus board match.

Yeah, I’ll come to that in a minute, but this is very important. Now if you didn’t put that in there if you don’t put any syntex like phrase match and exact match, you are going to have problems because it’s going to block any search term with the words Google Edwards or manager and that’s the case at the moment. Things may change down the road as they have changed in the last few months and stuff, but at the moment if you do that you’ve got an issue. The only time you should put a road match negative keyword is if you want to block maybe one particular word like Google. So if you do that, you don’t actually need to put quotation marks or exact match and that kind of thing. It’s only when you’ve got one word because what you want is you only want to block all searches with that one word.

So that’s the only time I think and I believe you should have broad match in most cases. So that’s how you would do it. Match types is a bit of a tricky thing for some people, but I was going to come to that after this. I’ll talk about match types after this in relation to positive keywords mainly, but I thought I would just mention it here as well. Now we can add our negative keyword at the ad group campaign or negative keyword list at the ad group level. If you add it there, it means it will only block in this ad group. All the other ad groups are not eligible so they may still trigger that word in there. So if it’s a word that you know just don’t want to appear for, probably best to put it at the campaign level. So any search which happens at the campaign level for any other ad group is going to block it.

So that’s an important thing to do. Now an even better way is to put it at a negative keyword list. Now when we start with campaigns, usually we have one or two, but as time goes we start adding more campaigns, more and more campaigns. And if you just add them at the campaign level in that group, it means every time you need to just keep copying that and applying. And that’s just a lot of work. So what you can do is this is actually at the account level. So if you create an account wide list or use one, I have one right here, I can then select that and then save it or I can save as a new list and give the list and name. And the advantage of this is show you if I go to tools and settings and I go to there’s my shared negative right there, I’ve got my negative queue at list.

So all I need to do is just right here you can see I’ve got the whole negative queue at list and I can apply it to as many campaigns as I want quickly just blocks it For many campaigns, as long as it searches, which just don’t work for your business, don’t work for your campaigns, probably start best thing is to start creating a negative keyword at list and you can create as many negative keyword at list as you want, can create another one and just add new keywords there if you want. Lemme go back. So that can create a new one there, maybe something specific to something else. And then just block any words around that. And this is important because our campaigns start growing and they get more. So that’s how you would normally build a negative keyword list by going into your search report right here.

Again, as you even do more keyword research, you can still continue looking for negative keywords. You don’t always just need to wait in for your systems to actually show you what you’re getting. So sometimes you can just, if you’ve got ideas for negative keywords, you can just go to keywords and go to negative keywords and then just add it at the campaign level right there, whatever it’s free or jobs or whatever makes sense or even just add them to a negative keyword list like that. Cause I’ve already got something like that. So this is very important. What we are trying to do with negative keyword list, especially for search campaigns is we want to get our search targeting closer to 100% as much as possible.

I’ve seen campaigns getting to 99 and so forth when you get your campaigns to 99% accuracy they’re going to work and they definitely will work unless you’ve got a rubbish website, people can’t find what they need or you are just not competitive. It’s a throat industry, it’s very expensive and you’re losing art sales to others. But everything else working well if you sos are accurate, they’re almost a hundred percent the campaigns are going to work and they’re going to work brilliant. So that those are negative keyword list. And then now we come to something else that as I mentioned is very important is our mass types and it links very well with negative keyword list as I showed you guys there, but it also is much more related to our positive keywords. Now when I say positive keywords, it’s the keywords we are actually bidding on.

So the keywords that we put in our campaigns and so forth. Now we often talk of keywords for search campaigns, but we can have them for display campaigns if we want to find specific placements that have got some of those keywords in them. So we really need to find and choose the right keyword mash types when we’re running our campaigns. So I’ll just show you quickly what I mean by mash types for the sake of those who haven’t really done this. And then I’ll come to that question around this. So when we talk about match types, in fact at the moment we have really three primary match types. We’ve got broad match, phrase match and exact match. Now broad match basically as the name says, it just targets broad searches. So it is going to go out there and ang searches that are really broad and some of them are not going to be relevant and you may not actually want to be for some of those.

So if I was to go into that, just giving you an example. So in this campaign we’ve got Edward help as phrase match and we’ve got it as exact match. So I can always add one which is just broad match with no syntex around you like that. This one is going to drive a lot of searches and some of them are not going to be relevant. So that’s why you need to have a very comprehensive negative keyword list to block anything that’s not relevant. So you need to have that in place even before and make sure it’s working as best as possible. And if you add broadband keywords, just be aware that especially in the first, second, third week and maybe a month or two, you’re going to have to keep a very close eye on those searches because if you don’t, your budget can just be used up in a day, second day and you find it’s gone because the system is trying to get as much traffic for you.

The reality is Google is here to make money and they want to try and make as much as possible. They want to make it relevant for you and that’s the most important thing. But at the same time they want to push things which sometimes are not great for us. So we need to be aware of that. So we’ve got our broad match when you’re starting campaigns, totally avoid broad match almost all of the time. We should avoid pretty much don’t go down that route first start with phrase match and then start and exact match. So these are going to control, I’ll show you how these kind of work and what they mean.

Okay, how to design between broadband and phase manage when you change when looking at existing keywords. So as I mentioned, when you’re starting a campaign, not Google ads, but maybe a specific campaign, even if you’ve been running ads for a while, try and start with phrase match and exact match phrase match the way it’s supposed to work. There was a major change in 2022 phrase match, I’ll be honest, is no longer phrase match. Now before phrase match was it was a case that it would only trigger searches with this words in this order, these same words and maybe some other words before and after. Now it will also trigger these two words should be in the search for the ad to be triggered, but sometimes even if a word is in between or even if it’s a synonym or misspelling and abbreviations, acronyms, all these kind of things are now in play.

I hope you guys can hear me. I think dunno if the internet is stable. So all of this is really affecting freeze match. It’s not as bad as broad match, but it’s no longer the phrase match that we knew before. So you also need to be careful with this. So this is one of the reasons why I say don’t start with broad match. Cause broad match now is really crazy. I mean if you put Edwards help in broad match, you could even get searches for things which are looking for help to do with other platforms like being and so forth things which are totally out of the way of what you’re actually trying to do. So that’s something to be aware of. Okay, perfect. Thanks Jasmine. Okay, so that’s how phrase match is. It’s no longer really phrase match and I’ll show you guys some examples.

Well it may differ for your account, but I’ve also found that I’m starting to get a lot of stuff which is not related. Exact match is no longer really exact match. And that goes to the question that was asked earlier, how should I decide between phrase and whether it’s changed when you can or yeah, I think before you were asking about exact match and whether it’s it’s still exact match since 2022. It’s not. And as I mentioned, Google is really out to make money and they’ve just opened this flood you you’ll find that exact match is targeting a lot of closed variance stuff, which is not really as is targeted. Now let’s see if I go into my search campaigns I’ll show you guys. So I’ve got my search terms there and then I’ve got my keywords. So if you look this, I’ve got PPC ads manager, it’s triggered a close variant, which is PPC manager.

Now that’s not too bad, but prior to 2022, this exact match wouldn’t trigger that. Yeah, so this is just one example of things that have happened. Now look at this, I’ve got exact match. Google with services, close variant Google business ads. Definitely not relevant and it’s definitely not exact match. So this is an example of what I’m talking about. So we really need to be careful. Even phrase match PPP C agency in free match is saying white label ppc. So the algorithm is really sending a lot of searches that are not relevant and it’s giving us more work, more things to really focus on and go in and try and correct things, which is a challenge. So we really need to look at that and make sure we are getting the right searches for keyword. And it’s worse for some industries than others. So whenever you set up new campaigns, don’t just run them.

Things have really changed when it comes to match types and so forth. So you can imagine if phrase and exact match are like this, I don’t even really do broad match anymore. Broad match really is if you really just want to run and test and see what’s happening, but it’s not usually the best thing. Yeah, so you are asking how to decide between broad and phrase, don’t start with broad match, start with phrase and exact match and then keep adding your negative keywords and then see how it performs for you and then change it after a while. I hope that answers it. Okay, so another thing that we need to focus on here with you guys, the sixth point is really using the right add assets and associations. One of the recent changes that Google made is that, well, it’s really a change of name, but the features are quite similar. So we don’t really have what we used to call extensions. Now they are more like associations and they are more assets and so forth and stuff. So what I’ll show you guys is what my add assets and associations look like. And these are very important because they make a difference to things like add quality scores, clickthrough rates and all these kind of metrics. So they’re important for them. So I’ll go into my campaign right there and then I’ll go to ads an assets, then I’ll go to assets right there.

Okay, so that’s loading. So basically associations really are, yeah, okay, I see that question. I’m coming to it. Should we pause existing keywords that haven’t led to a click through or keep running? One of the things that the recommendations is that any keyword that’s not triggering any traffic or impressions and so forth should be removed. It’s a good idea because yeah, you may say at some point it’s going to run, but if it hasn’t had any impressions or clicks, it’s just taking up space in your account, it makes it harder to manage. It makes it even harder for the system. So probably just remove them you can just remove them and that shouldn’t be too much of an issue, especially if it’s been running for one for months on end and stuff like that. So I recommend just removing any keywords that are not bringing clickthroughs and remove keywords that are not converting because if they’re spending money, they’re not worthy, just remove them.

Okay, so assets basically are what we call extensions. We used to call these extensions so they really focused on enhancements to our ads because normally when you look at an ad, your headlines, your descriptions and so forth, then you also have things like sitelinks, which point to other sections of your website right there, you’ve got call outs, which are other texts which highlight things about your business that may be important, but maybe not so important that you need to put them in the main headline. So maybe things like you’ve been in business for 15 years or it’s a good thing to have, but just put it in the call out extension in your ads. Try and put things like benefits, unique selling points or features that are really, really important. And then put things like your phone number. You can also put a lead form on the ads and people can then just contact from the ad and not need to go to your website and try and find a contact page.

You still get charged when people use the lead form as they click normally. So there’s many of these as you can see at the moment. In fact, just a few days ago, Google just expanded these business logo. Yeah, I mean it was there for some accounts, but I just noticed some accounts are telling business logo, business name. We just had these. So these generally come up underneath the ad and they enhance your ad and make them more relevant. And then we’ve got things like images and stuff. So if you look down here, I’ve got structured snippets, I’ve got site links just general texts that help to enhance our ads. And I’ve put a lot, well, it’s showing for many groups and stuff, logo, call number, call out extensions and things like that. So you can add these. And just to give you an example, maybe let’s look at which one can we look at.

We can look at, call out what they look like. So these ones are not clickable, but they just call out specific text around your business. So you can just put, you’ve got a 25 character limits. So you can just put those there and just enhances your hand. Now if you don’t put add extensions or assets as we call them now or associations, what happens is if your competitors are doing this and they’re doing it very well, they’re going to get better quality scores, better clickthrough rates, better quality better conversions, and conversion rates. So try and add these because they’re quite important and they really enhance their ad and make them more targeted. So this one really is a no-brainer. Everybody should have some form of an extension in the ad, some within. So any questions are around that, please ask away. And then away from our Google Ads account, one of the things that we desperately need to have is Google Analytics or some web analytics package.

And that means we need to track all the actions that are taking place on our website. So yes, when we’ve got Google Ads, it’s tracking and everything else and we’ve got our reports, but if we want that enhanced tracking, we get it from Google Analytics, it’s going to tell us a lot of things about engagement on our website. What are people doing on a websites, what actions are they completing and so on and so forth. So I’m going to show you guys, what I’ll show you is the Google Merchants Store merchandise store. It’s a demo store and anyone can access it if they want. So you can see what’s happening. If I don’t get the features I want there, I’ll probably change to mine. But let me show you what I mean. And I’m sure many of us have got Google Analytics. One of the major changes is that Google Analytics has been upgraded.

So the old Universal Analytics is going out and now we are getting the new GA four, Google Analytics four. So we need to be making those transitions because the old universal analytics, though we still have it now, this is the new one though. We still have the old one from July the first. It’s not going to be processing any more data. So we really need to make that transition now and get the most of our Google Analytics reports and our tracking and stuff. So let me just check. All right, yeah, so I’m on the right one. So what we have in this case is, so this is the Google merchandise store. It’s a <inaudible> store. Anyone can access it and they can see what’s happening. So in here you can see all your reports for your different traffic sources and that includes Google Ads, that includes Facebook ads LinkedIn ads, email, organic.

Because the problem is if you just focus on your Google Ads reports, you miss out on how all your traffic is interacting with each other. Some people come through the social media link first time, then maybe they’ll come through organic and then they’ll click your text ad. Now it may look like one channel is not working and so forth, but maybe it’s helping to really bring people into your funnel and then take them through something like that. So you need to be able to see all of that. And you can see all of that in Google Analytics. As you can see there’s, there’s so many reports in here. It’s crazy. The one I want is not here cause these guys are not running Google ads as they’ve got paid search, but I don’t think they’re adding. So what I’ll do is I’ll you guys yeah, so hopefully you can see this.

If I go to, yeah, so if I come down here in my lifecycle acquisition reports, I can see all the different metrics that I have. So the languages people are using my conversions, how many users new, and for the different channels I’m getting organic search, paid search, direct display and so on and so forth. So I can view Google Ads campaigns right here if I want, and I can then view it because some of these metrics are not actually Google ads. This gives you more insight. So I can see my campaigns that I have in there and I can customize my reports. For example, I can say I want to see it for people in different countries. So I can add a secondary dimension there and then it just breaks it down further and further and then I can remove that. So this is where I can see some of my reports. I can also see it, these are campaigns. I can see it based on my keyword text right there should come up here.

Okay, let’s see. Lemme change to ads query. Yeah, I think it’s loading. So I can see it based on my search, my ads, and I can see, cause some of these metrics are not in Google ads, they’re just Google analytics metrics. So I can come in here and I can see how engaged based on sessions these people are. I can see how many sessions, not just users, how many sessions they had, but different keywords, different search terms, and there’s so many advanced tools in here. I think you can take a tutorial around Google Analytics. That’s one of the things we’re going to do a webinar around Google analytics and how it can help you, not just with Google Ads but with different platforms. So that’s how you check your reports. A tool that I recommend some of you may actually know it is Google Data Studio, I think I mentioned it last time, where you can also create reports and share them with whoever you need to share them with.

This is a free tool. It allows you to create really nice looking reports that show you your key metrics, your click the rate and things like that. So you can see right there, cost per click, conversion rate. You can create reports, download them do it for different accounts, different campaigns. You can look at the graph and I really like this one. It’s a great one. So yeah, those are the seven points that we have right there around managing Google campaigns. There’s so much more we can do to really improve our campaigns. And we’re going to come up with more webinars for you guys to learn different things about Google ads and how we can help you. And we’re also going to cover Google Analytics because one of the mistakes that many of us make is we just focus on, I want to get people searching for this, searching for that, but our websites are not up to scratch, our ads are not, and the experience of our users is not great. And things like Google Analytics is going to help us to make our website experience great. So we need to do all of those things and really make it powerful. So any questions before we end? I’ll try to keep it. Yeah, it’s three o’clock questions. Google has identified several keywords with no click. A list of systems, should we choose one to replace it? And so how do we decide to choose? So this is a question.

No, it’s not really about replacing systems, it’s just about targeting the right ones. The most relevant and it’s not about quantities and stuff, it’s about making sure you are targeting the right searches and they’re bringing you the best results and stuff like that. If something is not relevant, just remove it because it’s just going to spend your budget. Even if it’s driving few searches, there’s no point in appearing forward and no real need to replace anything. Just replace it with stuff that’s really important and that’s effective for your business. Yeah. Okay. Any more questions, comments? Thank you, Steve. That’s great. Thank you all. Thank you guys. It’s been great. Thank you. Thank you. We’ll send out more emails and stuff like that, so look out for them. Thank you very much for taking part and we hope we’ll see you all soon. Thank you. Reach out to me if you’ve got any questions. If you also need management and things like that, we’ll be happy to discuss that. Thank you, Jackie. Thank you everyone. Thanks folks. Thank you.

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