I believe we are live. Please give me a moment. I'll make sure everything is working fine and we shall get started. Hello. My name is Uzair. Thanks for joining in today. It is the 2nd of September 2020. 5 o'clock in the UK. Every weekday I go online at this time and go through a certain topic or subject about digital marketing, Google Ads, and answer any questions or try and solve any problems you may have.
If you are new to this session, I'll cover today's topic then towards the end, I'll answer any questions you may have. Please enter them in the comment box on the right-hand side and I'll log onto the questions as soon as I finish presenting. Today, it's all about Google Display Network. Got the slides up and running... Google Display Network, or as it's widely popularly known as GDN, is a massive network where you can run ads.
It's one of the biggest platforms on the internet which comprises of over 2 million high-quality websites. Websites like CNN, Wall Street Journal, Huffington Post, YouTube, and many, many more. The problem most advertisers find when running ads on GDN is they make some basic mistakes, as well as some very costly mistakes, which does not give them the performance which they are looking for.
In today's session, I'm going to go through some of the costly mistakes which you can quite easily avoid to increase the performance and profitability of your Google Ads campaigns. Why do you want to run on Google Display Network compared to the search network? It takes your brand awareness to the next level. Search network is intent, where somebody goes to Google, puts in a keyword or a phrase, and they get the answers in the shape of ads as well as the organic rankings.
The biggest mistake I'll start with is, I see very often, is people, business owners, advertisers, marketers are comparing GDN to the search network metrics. You can never do that. You cannot compare apples to oranges. They are two completely different networks and if used properly and cleverly, you can get some amazing results. You also don't want to be running Google Display Network ads, and also on under search network in the same campaign, you've got to keep them separate because on the GDN, we will find the click-through rate is a lot lower.
The cost per click is a lot lower than search, conversions are less, conversion rates are low, cost per conversion would be a bit higher than search. The great thing about the Google Display Network is it is great for brand awareness, but just like the search network, if somebody does not click on your ad, you will not get charged, as simple as that.
When a very graphical or residual ad pops up with images, logo, and your branding on it, it starts to stick in the mind that people keep on seeing them over and over again, then you start to get the brand awareness. Brand awareness you will not find or get on the search network because search network I mean, you must have gone to Google today or in the last couple of days or so.
Can you remember what ads popped up in the top of the page? On the search network? Probably not. I can't remember. You probably may. The GDN with the image ads, you will find that your brand awareness is raising and people are stumbling upon your brand. The other good thing about GDN is the reach. Whereas the search network, I would say is around 20-25%, two thirds of the internet is on the GDN where the party is happening, where you can reach out and really take your brand to the next level.
My first advice would be that never ever compare the Google Display Network to the search network. Okay. Hi, Sandy. I'll come onto your questions in a bit. If you have any questions, please put them in the comment box. I quite often also see that people are not using text ads on the display network. They think that only the text ads only run on the search network.
That's not the case on the display network. You can run text ads, image ads, responsive ads, and so on. If you are running text ads on GDN, what I would do is I would make a separate campaign. Let's say you got campaign 1 with image ads in it and campaign 2 with text ads. Both of them have their own budget and then you can compare it like for like.
What's the click-through rate, the clicks, the CPCs, conversions, conversion rates, or any other metric, which you are focusing on and are targeting. You can run text ads on the display network. If you are running remarketing campaigns or non-remarketing campaigns, then set up your frequency capping. You don't want to annoy someone with your ads every two minutes. They will get annoyed.
The audience or the person looking at your ads is going to get cheesed off. Even if your ad is a good one, they probably will not click on it because of that annoyance. What I personally do for our clients and our campaigns is I tend to put up the frequency capping to between two to three times a day.
My ads are not shown to the same person so more people see my ads and stumble upon my brand. This is where I see the biggest mistake which is being made. Split testing the ads and, well not split testing the ads I should say, but as you can see these are the 350 by 250 square ads. I've got one set of ads over here, which will be in one campaign and another set of ads with this blue t-shirt in a separate, either ad group or campaign, it's up to you.
This one's with the white t-shirt, you will see, I have got, I'm split testing the wording in this one. I've got, "Get more leads or customers within 45 days!" The call to action is the same. "Take the challenge!," on all three. "Want a profitable campaign within 45 days?," "I will improve your campaigns within 45 days." Now I want to see which message is getting the most clicks, conversions, APL, is the best one and so on.
The same one would be with that. The same ad, all we're doing is changing the headshot of the white t-shirt to the one with the stripe, with the blue and white t-shirt, run them side by side, and then you can see which one is performing the best. Let's say if this one is giving me the best results, then I will take this one with the same message, the logos and headshot and make them into the different size ads which are available, or which can be done on Google Ads.
This is how you will test different sizes, not different sizes of ads. Different ads with the messages and then once you pick up a winner, you then take them into different sizes. Usually, we run about 10 different sizes on the display network. I also find not many are using the responsive display ads and these are now starting to work really, really well.
What you do is you give Google a handful of headlines. 5 headlines, 4 description handful of images, your logo in a square format and a horizontal format and a video. You can add video in there as well. What Google will do then is you're going to take headline 1 with description 2 with image 3. Run it, and then it's going to mix and match.
Basically, Google is split testing all the different variations with images, the text ads or headlines and the description, see which one is working the best so you can see that "Yep, this headline or this message is giving me the best results," or not. You just keep on improving your performance of the ads. The responsive display ads work really well and try and use video with it because the video is going to play within that ad.
If that ad is, let's say shown on a blog or a website, they don't need to click on it to go to YouTube to watch that video. It will play within that ad. It's a great way to get views on your video outside of YouTube. The view is going to count on YouTube. That signal also helps in organic rankings because what happens is Google or YouTube and Google are both starting to see that you got this video on YouTube and all these views are happening on third-party websites so people have embedded your video on their site but that signal gives YouTube a bit more of a social proof and helps you to get organic rankings in YouTube.
This is something extremely important that if you have got an audience, then you must start to use remarketing on the display network, using text ads, video ads, as well as responsive display ads. Remarketing is a must for every account and every business owner. You are just leaving cash on the table and this is one of the most lowest hanging fruits because you are targeting or retargeting those visitors who have been to your website and have not converted.
You can also go after those who have converted and there's always this argument and debate, "Oh, I don't want to go after my existing customers." Well, you can. Build up your brand awareness a bit more. Put your message across and hopefully, they will buy some more products or services from you. Under the audiences, you get two options.
One is observation, and one is targeting. What you also want to do is to set up as many audiences as available on the observation and then just see what's happening. If you start to see that one set of audiences really working very well or not, then you can digest or you can target them accordingly. This does not harm or restrict or narrow the performance of the audiences.
It is just as the word states, Google is just in observation mode. It will not have any effect on your campaign. Now, this is not a mistake, but it is very restrictive because when you only run ads on certain websites, so let's say you want to run ads only on CNN then you are restricting your audiences because your audience can go on every kind of website.
Unless that person was at CNN, you will not get the opportunity to show your ads in front of that person. It's kind of like the exact match, it's super targeted. The problem with this is, every Tom, Dick and Harry is going to be targeting that website, video app, or that placement. The costings or the CPCs will be pretty high because you know that placement has got that perfect audience you have, so you will need to fight it out with other advertisers.
But the good thing is, especially on the display network, there's so much audience. Even if you're paying top dollar, you're not paying anywhere near to what you'll be charged on the search network. Just a tip, just don't place everything on placement. You can set up an ad group, run it on placement and then run other ad groups or other targeting, and then see how it works.
You also want to stop your ads showing up on the apps, and you can only do this through the Google Ads editor and not through the interface. It takes literally five seconds to do that. You need to download the Google Ads, editor, and need to know how to do that exclusion for the apps, because apps is going to eat up your budget in a matter of literally minutes if you have got a whole country being targeted, there's so much traffic there.
The other thing which you want to do is to stop running ads on expensive placements. if you're not making a profitable return from those placements, then you ought to stop them. Then that budget is released for better placements and better campaigns. That's it for today. If you have any questions, now's your chance. Put them in the comment box.
I'll try and answer them for you. If you do enjoy these sessions, then I would really appreciate if you could give us a little review on our Google My Business page on that link and as a little thank you for doing that, I'll hop on a 15 minute one-to-one on a call and you can ask any questions to me in person.
I'm gonna go on to the questions now. Sandy, I think it's just me and you today my friend. Oh, Richard is there as well. Okay. yeah, I'm all yours now so you can fire away and I'll answer any question. Ask any questions you want. "If we run search ads on blogs as lead magnet, then how will it work to get quality lead?" You can't run search ads on a blog because what I think what you mean by is text ads and I'm pretty certain.
It doesn't matter if you are running text ads or image ads. If it's a remarketing campaign, let's say, I come to your website, I did not convert, and I've gone away and I've gone to some website where I'm looking at photography, blogs, or anything like that, which has got nothing to do with your business. But because it's me who is being targeted, your ad will potentially can be shown on that blog.
It could be any blog. It could be train spotting blog or bird watching or whatever. It would be the weirdest blog in the world but as long as that blog can place your ad or Google can place an ad through AdSense, your ad will show through. That's how it will come through in front of me and I'll be reminded of your brand or your offer.
Then I might think, "Hmm, yes, I saw this company before and I didn't sign up. I'm going to go back and either buy the product or sign up." That's how we will then start to get conversions. "How can we grab attention with headlines? How can we do that please?" This is about copywriting. You need to write attention grabbing headlines so that within a matter of seconds, within three to five seconds at the most, I am intrigued by your offer.
I put up a video, was it day before yesterday where we went through that exercise for writing ads for the dentist and that's what you want to be doing. "Yesterday Pakistan won the match." Yes, I've bitten all my nails. Yesterday was a very close match and interesting match. I was a very happy bunny. Thank you, Sandy. "If viewer spend time in squeeze page or one time only without signup, we have to keep less amount for remarketing?" No, not at all.
You want to put as much budget on remarketing as you can because you are letting them go. Your sales funnel is leaking away. You've spent all the money and resources and efforts to bring somebody to your website, and then you're letting them go. You've got to go after them. It's like in the shops, right? You walk into the shop and you start walking out and if the salesperson is not coming after you, then you know they're saying, "Okay, take it or leave it." But if somebody comes after you and said, "Okay, hold on a minute, I'll give you a better deal.
Please convert or buy my stuff," then I would be interested. What you can do under the remarketing campaign, you can put up a different offer because if I did not convert with that offer 1 let's say, I'm unlikely to convert again, with that same offer. You can put up a coupon code or a different offer, add value to your offer and try something different and see, and then take them to a different landing page, which has got that new offer.
That's how I would do that. Hi, Richard. "What kind of video do you find works well for GDN ads? Long, short, text, et cetera." When you say text to video, I mean, do you mean a PowerPoint presentation with text on it? I'm not a very big fan of those videos. Like what you're seeing right now on the screen and somebody just doing a voice over it.
For me, it doesn't build up that trust and that rapport. The best thing I did when I started my YouTube channel is put myself in this little corner on the bottom right-hand corner. Nobody, not many people were doing that in my niche. Very quickly people started to see me, recognize me on the internet and I put my headshots on the banner ads as well on videos.
Everywhere I'm popping up very quickly. That trust-building process starts to accelerate and when they come to us, they are most likely to convert because they are ready to buy. We don't need to do any hard selling or upselling. Long or short, you try. Sometimes I just let one of these live streams run as the remarketing campaign. Sometimes we have a three-minute videos, so it's mix and match and because my campaigns and my goals are different to a lot because what I'm building right now is my branding.
I'm not focused on the conversions as such. Yes, I do want conversions. I do want clients, otherwise, how am I going to earn and pay my bills and grow my business but this investment in raising my brand is critical to the future of our business, because this is kind of like setting up that strong foundation and got to work very hard to build it up, invest my time, resources, energy, money, and then we're going to get everything back hopefully very, very soon.
When I come to these on these online sessions, I don't have a very specific offer except this offer, which you're seeing right now. It's not an offer. It's kind of like a thank you that, you know, you give me a little review on Google My Business and I'll hop on a 15-minute call with you. That's my thank you offer.
I'm not asking you to invest anything other than spending time with me. That's your investment with me right now. It's your precious time, which I'm grateful of and truly appreciate everyone who comes online and watches these videos afterwards. (Sandy:) "When compared to other person. Person like some viewers." Okay, Sandy. I'm not sure what you are trying to say so if you could please rephrase, I'll appreciate it.
Hi Iwa Corporation. Welcome. "I'm a new Google Ads user working for someone. It has been more than 24 hours and still when I'm running my ad, everything is okay, but not my keywords. They are showing keywords under review." I think you think 'ads under review.' It hasn't been approved. Every time we upload the ads, they will get reviewed by Google.
It takes up to 24 hours, sometimes a lot quicker. If you find your ads haven't been approved, they won't run. You need to have it eligible. Once it's done, then they will start to run. Now, there is a myth going on that due to COVID, there is no Google support. Absolutely that's incorrect. On the top right-hand corner, you have that under the question mark, you will see 'contact support.' You submit an email form or submit a form with your phone number.
They'll call you back and they are very good at calling back and then they're going to raise a ticket for you if your issue is not resolved during that call. I find that's the quickest and the best way to reach out right now, other than the phone calls which we can't call out. (Iwa:) "I have made an ad for web design campaign, we sell logos and other stuff ad group is eligible." But yeah, it's not the keywords.
I'm sure it will be the ads, which you are talking about. Focus on what you got. (Sandy:) "When the viewer is spending time and sales page, but he left without buying." Okay. they did not convert. "Then we have to spend more for him for remarketing whenever." Yes, absolutely. You have to. You got to go after them. You know, in the markets, especially in India, Pakistan, they will chase you and give you different offers.
That's it? That's what I'm trying to say. In the middle East, you will go, you know, the sales person will go after you if you walk into a shop and go out without converting. Yeah, you have to invest money, but that person has already been to your website. They are not the cold audience. They've been to your website.
They know you and your brand, and all you're doing is going after them. If they're not converting again, then you give them a different offer as I said before. That is it for today, boys and girls. Thank you very much for being with me today. I'll be back tomorrow at five o'clock same place over here on YouTube and till then stay safe and goodbye for now.
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